Report: Digital and Social Media Marketing in Contemporary Business

This report provides an in-depth analysis of digital and social media marketing within the contemporary business landscape. It begins by defining marketing, the marketing mix, and the role of communication, followed by a discussion of digital and social media marketing. The report explores the significance of these marketing approaches, emphasizing their impact on brand awareness and customer loyalty. Part 2 presents case studies of successful social media content, including the Happify and Starbucks campaigns, along with justifications and an analysis using the RACE model. The report also examines the effectiveness of social media content in engaging audiences and building lasting customer relationships. The conclusion summarizes key findings and emphasizes the importance of digital strategies in achieving business goals.

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Table of Contents
INTRODUCTION.......................................................................................................................................3
Part 1...........................................................................................................................................................3
Marketing................................................................................................................................................3
Marketing Mix and discuss where communication mix fits.....................................................................3
Digital marketing.....................................................................................................................................4
Social media marketing...........................................................................................................................4
Significance of digital marketing and social media marketing in contemporary business.......................4
PART 2.......................................................................................................................................................6
Discuss examples of two social media contents which worked successfully along with justification......6
Screen short of appropriate campaigns along with established model of digital marketing.....................6
Effectiveness of social media content....................................................................................................11
CONCLUSION.........................................................................................................................................12
REFERNCES............................................................................................................................................13

INTRODUCTION
In present time, the use of digital techniques in business has been increased rapidly.
Companies tend to use social media marketing, search engine optimization and other such tools
in the field of marketing with an aim to attract more number of buyers towards products &
services (Poddar and Agarwal, 2019). Each and every organization regardless their size,
investment, number of employees adopts digital marketing approaches for promoting products at
wide level. It is helpful in enhancing the reach of business entity and also inflates current level of
sales & profit margin. The present report comprises different aspects of digital as well as social
media marketing along with their role in contemporary business environment.
Part 1
Marketing
Marketing is a business activity which is concern with promoting as well as advertising
products at wide level. Main aim of marketing is to bring awareness among individuals regarding
new product which is being offered by company. It also aims to retain new customers so that
they stay with business entity for longer run. In present time, marketing has become a crucial
function to create a difference and secure a positive position in market place (Alves, Sousa and
Machado, 2020). In addition to this, marketing is a wider function which includes a lot of
activities from thinking about a product and service to advertising it and offering post sales
services to customers. Marketing allows a company to reach ample of audience within short
period of time by improving brand awareness in significant manner.
Marketing Mix and discuss where communication mix fits
Marketing mix is a tool which is considered as a combination of different elements which
are combined together with an aim to attain predefined marketing goals. These elements are
product, price, place as well as promotion. In present time, there are three additional elements
such as people, process and physical equipments have also been included in traditional marketing
mix. These elements are imperative in terms of communicating with target audience in an
efficient manner. With the help of appropriate promotional tools, organization can provide the
appropriate message to customers so that they get attracted towards product and purchase it.

Apart from promotion other components of marketing mix also play a crucial role in facilitating
communication between customers and company.
Digital marketing
In simple words, digital marketing is a technique in which internet and online tools are
used for promoting products & services at wide level. Here, mobile, computers and other
softwares are used so that company can reach to the maximum audience in short time of period.
Main aim of digital marketing is to bring higher increment in sales of organization by increasing
number of customers in significant manner (Heggde and Shainesh, 2018). There are a lot of
components of digital marketing such as social media marketing, email marketing, website and
content marketing. In the current digital edge, it is quiet difficult for a company to survive
without digital practices. Therefore, it is important for each and every organization whether it is
large or small to implement digital practices for ensuring long term growth and sustainability.
Social media marketing
Social media marketing is a component of digital marketing under which social media
platforms are used for promotion purpose. In this, different social media platforms such as Face
book, instragram, You tube, Twitter and more are used with an aim to attract more number of
buyers in an efficient manner. It provides an opportunity to companies to associate with
international audience in order to grow business significantly. Nowadays, social media platforms
are considered as one of the way best way to connect with audience. But, it depends on target
segment of customers that which social media platform they need to use. If, the target audience
are youth then it is advisable to concentrate on Instra gram marketing. On other side, middle and
old age people likely to target through Face book. Here, LinkedIn can also used in terms of
getting connected with professional audience.
Significance of digital marketing and social media marketing in contemporary business
Now, the scenario in business has been changes as activities are being shifted towards
technology. In previous time, companies are more oriented towards manual practices but in
cotemporary time manual work practices have been replaced with technology. Social media and
digital marketing are two emerging examples of use of technology in business (Sharma and
Verma, 2018). It is stated that social media marketing is helpful in enhancing current market
share of company. It allows an organization to target large number of audience which will

eventually increase the overall sales and profitability of business entity. With the help of social
media platform companies can stay connected with customers by posting regular updates over
their social media platforms. By this, they also collect reviews, feedbacks of customers for
making further improvement in product & services. Here, importance of digital as well as social
media marketing in terms of working within diverse atmosphere is mentioned as under:
Improve brand awareness: It is stated that social media marketing is a crucial platform of digital
marketing which is helpful in targeting more number of audience at a particular period of time.
With this, company can not only connect with domestic audience but also significantly target
international audience. As the outcome of one of researches, 91 % of marketers rely over digital
media to improve brand awareness in market place. With the help of different social media
platform, there is scope to companies to reach within ample of individuals within short period of
time (Key, 2017).
Improve brand loyalty: Loyal customers are more likely to stay with company for longer
period of time. They have faith over a brand thus not likely to switch over other brands. It is
often said that it is important for company to formulate loyal customer base rather attracting
more new customers. In this regard, social media marketing as a component of digital marketing
aids company in terms of providing higher satisfaction to customers. With the help of digital
platforms, organization provide timely revert to customer queries which is significant step of
brand building. So, this positive response of business entity enhances customer satisfaction
which leads towards formulation of brand loyalty.
For instance, TESCO which is a well known retailer of groceries within UK also makes
significant use of various social media platforms such as Face book, Instra gram, You tube and
more. These social media platforms not only assist them in order to attract more number of
buyers but also formulate positive brand image of business entity. In present time, online
techniques are really helpful in terms of maintaining good relationship with customers by
providing them value & overwhelming shopping experience.

PART 2
Discuss examples of two social media contents which worked successfully along with
justification
Social media content: It refers to the content which is created especially for social media
platforms such as Instra gram, Face book and more. The content need to be specific and created
by considering needs of target segment (Dahl, 2018). It is a part of overall content marketing
strategy of organization thus might play a significant role in terms of driving positive outcomes.
It is stated that social media content has close proximity to users which makes it more effective
than classical advertisement strategies. In this regard, different kind of content over social media
platform is mentioned below:
Images: Images make the content engaging which is important to engage audience with
the content. It is stated that visuals are likely to put more impact rather than content. By looking
at the image, it is easy for customer to interpret the whole scenario even without reading the
overall content. So, marketers are likely to add eye catching & relevant images along with their
social media content. By this, they ensure to get positive response from customers.
Infographics: It is also considered as an effective strategy in terms of social media.
Infographics are used to attract as well as engage audience in significant manner. With this,
organization is able in enhancing engagement of customers which will further inflate overall
sales and profit margin (Yazdanparast, Joseph and Muniz, 2016).
Screen short of appropriate campaigns along with established model of digital marketing
Happify

Happiefy is a self improvement program which used social media platform for measuring
emotional well being of users. It arranges infographics involving happy figures with an aim to
eliminate negative thoughts. Here, infographics are generated by using 6 C’s model of customer
motivation. It comprises six different elements which are used to motivate users in an efficient
manner. These elopements are content, convenience, customization, cost reduction, community
and choice. It is analyzed that content creator needs to choose such content which is customize as

per requirement of users and can be conveniently share with the community which will also help
in cost reduction and meeting with choice of users in an efficient manner.
Starbucks (# What’s your name campaign)
It is analyzed that due to bring diversity and provide similar respect to all individuals
regardless their gender a campaign run by Starbucks. The main aim of this campaign was to
support transgender and gender diversify youth. They campaign named as Whats your name and
get the huge support from social media users. Behind the Campaign, the agenda of company is
to bring inclusivity towards all gender by providing them honor to choose their names. The
campaign gain higher popularity and provide better experience to customers as they have their
own name written on the side of cup. It was an award winning campaign under which a lot of
users on social media have invited to use the # what’s your name hashtag. This campaign played
a great role in improving the overall image of company in market place. In this regard, there is a
model called Race model have been applied which is discussed as under:
Reach: It is related to spread awareness about the brand, product and services. It can be
done through online and offline platform with an aim to drive more traffic over websites. Here,

main aim of company is to reach out to maximum audience for success of campaign (Byrne,
Kearney and MacEvilly, 2017). In context of Starbucks, they use social media platform along
with other traditional methods of marketing for getting support of maximum customers.
Act: It refers to the action of audience which they take while reaching website of
company. In context of Starbucks campaign, they get tremendous action from customers which
helped in making the campaign successful.
Convert: This is a crucial step of model under which users convert in paid customers. It
is stated that the campaign really helped company in improving its market reputation thus
enhance number of paid customers.
Engage: It is related to maintain long term relationship with customers. In context of
Starbucks, the campaign really helped company in maintaining long term relationship with
customers.
Effectiveness of social media content
 It is analyzed that social media content provides an experience to customers so that they
converted in potential customers and stay with organization for longer duration.
 Social media content is helpful in keeping the audience engaged with company for longer
period of time. By this way, company can maintain close relationships with customers for
future growth and success of business (Zahoor and Qureshi, 2017).
 Social media platforms are one the effective ways of promoting a product and services.
The main reason of success of social media marketing is the appropriateness of content.
Effective use of images and infographics in social media campaign might lead it towards
great success.

CONCLUSION
It is summarized out of above discussion that in current environment digital marketing is
really important which is concern with using different tools for promoting products and services
at wide level. Now, each and every company is likely to use digital approaches for promoting
products in significant manner. Moreover, social media campaigns have also become an
imperative part of overall marketing practice of business entity which helps in attracting ,more
number of buyers in an efficient manner.

REFERNCES
Books and Journals
Poddar, N. and Agarwal, D., 2019. A comparative study of application effectiveness between
digital and social media marketing for sustainability of start-ups. International Journal of
Business Insights & Transformation, 12(2).
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The role of digital marketing and online
relationship quality in social tourism: A tourism for all case study. In Digital marketing
strategies for tourism, hospitality, and airline industries (pp. 49-70). IGI Global.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging concepts and
applications. Springer.
Sharma, S. and Verma, H.V., 2018. Social media marketing: Evolution and change. In Social
media marketing (pp. 19-36). Palgrave Macmillan, Singapore.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Yazdanparast, A., Joseph, M. and Muniz, F., 2016. Consumer based brand equity in the 21st
century: an examination of the role of social media marketing. Young Consumers.
Byrne, E., Kearney, J. and MacEvilly, C., 2017. The role of influencer marketing and social
influencers in public health. Proceedings of the Nutrition Society, 76(OCE3).
Zahoor, S.Z. and Qureshi, I.H., 2017. Social Media Marketing and Brand Equity: A Literature
Review. IUP Journal of Marketing Management, 16(1).
(Poddar and Agarwal, 2019)(Alves, Sousa and Machado, 2020) (Heggde and Shainesh, 2018)
(Sharma and Verma, 2018)(Key, 2017)(Dahl, 2018) (Yazdanparast, Joseph and Muniz, 2016)
(Byrne, Kearney and MacEvilly, 2017) (Zahoor and Qureshi, 2017)