BSc (Hons) Business: Digital Marketing Report - BMP3006

This report provides a comprehensive overview of digital marketing and social media marketing within the context of a business management curriculum. The report begins by defining marketing, digital marketing, and social media marketing, emphasizing their importance in today's business environment. It explores the marketing mix (4Ps) and the communication mix, illustrating how these elements contribute to effective marketing strategies. The report then delves into the practical application of social media content, providing examples from campaigns by Marks and Spencer and Morrisons, and analyzes their effectiveness using the RACE model. The report concludes by summarizing the significance of digital and social media marketing in promoting goods and services and engaging with customers. The report is structured to fulfill the requirements of a practical digital marketing assignment, offering insights into both theoretical concepts and real-world applications.

Practical Digital
Marketing

Table of Contents
INTRODUCTION................................................................................................3
PART 1.............................................................................................................3
Marketing.................................................................................................3
Define marketing mix and where communication mix fits.......................4
Digital Marketing .....................................................................................5
Social Media Marketing............................................................................5
Importance of Social Media Marketing and Digital Marketing..................5
PART 2.............................................................................................................6
Social Media content by giving justifiable example..................................6
Explain why social media content is effective..........................................8
CONCLUSION....................................................................................................8
REFERENCE....................................................................................................10
INTRODUCTION

In today's business environment every company do marketing
campaign as it benefit them than the advertising. It help organisation to
increase brand image and maintain their position in market. It helps in
development and growth of organisation because social media content help
them to advertise and campaign products and organisation have to invest
less money. In this report it include the definition of marketing, digital
marketing and social media marketing. It also include importance of digital
and media marketing as this help organisation to directly interact with
customers and can reach audience which is effective and measurable.
PART 1
Marketing
According to Caroline Forsey (2020), marketing is defined as an
activity or process where organisation promote goods and services that add
value to their customer. This involves creating, advertising, communicating,
offering and delivering goods or services to customer or organisation. It is
analysed that there are huge demand, competition in prices, rapid change in
technology and lifestyle and many more. These changes have to be adopted
by every organisation as per the intend of product and customer. The main
aim of marketing is to retain the interest and this can be done by research
and analysing the need and demand of different categories of customer in
market.
According to the Laura Lake (2021), it is stated that there are three
purpose of marketing in which the first purpose is to capture the attention in
that market where they have to operate or the target market. The second is
to tell about goods or services to customer and persuade to buy that
product. The last purpose is to provide them low risk action is involved.
Nowadays, organisation is focusing on first producing best quality product
rather quality and also selecting those selling channels that are appropriate
for distributing products.

Define marketing mix and where communication mix fits
Marketing mix means the collection of idea, action and tactics used by
organisation to develop and promote product and services in market or
different geographical area (Carlton, 2020). In other words, they focus on
marketing plan to put the right product to right place and price. The 4P's of
marketing mix in relation to Morrisons is described in detail below: Product: It is defined as organisation develop product according to
the requirement of customer. In context to Morrisons, they have to
identify price and place of goods or services to attract them and also
ensure and compare from competing products because it help
companies to market and differentiate them. Price: This is very important element of marketing mix as Morrisons
research the cost from manufacturing to distribution and keep the
price according to willingness of consumer and maintain quality that
deliver value to their customers. Place: Organisation need to consider place where they have to
distribute goods and services. With reference to Morrisons, they have
started selling product at online stores and their own websites.
 Promotion: This component include sales promotion, public relation
and advertising. Promotion is essential because it boost brand image
or increase sales by communicating to know about the goods or
services to customer.
Communication mix involve various tool that organisation
communicate about goods or services offered by them to customer because
in today's scenario it is important for marketing the product. The main
objective behind this concept is that they add value to customer and satisfy
them so they can buy the product other then competitor in market.
Communication mix fits in marketing mix as this help in understanding need
and requirement of consumer in market and communicate them by
advertising, promotion and so on (Heggde and Shainesh, 2018). This benefit
organisation to achieve goals effectively and efficiently.

Digital Marketing
According to Adam Barone (2020), explain that it is a new way to
attract, understand and retain the interest of customer by using various
elements such as social media, internet, mobile devices and so on. The
organisation has to use proper selling channel to distribute goods or services
to reach customer.
As per Lucky Alexander (2020), digital marketing is important for every
organisation as they can connect with new customer in market by marketing
efforts through device and other online channels.
Example of digital marketing are social media marketing, content
marketing, website marketing and e-mail marketing. Social media marketing
includes Facebook, Instagram, Pinterest and many more to promote brand
and increase brand awareness. E-mail marketing is defined as marketing
where organisation communicate from this platform to promote by providing
them coupons, discount and other. Morrison uses website marketing and
social media marketing.
Social Media Marketing
According to Gary Henderson, Social Media Marketing is defined as
platform where organisation use to connect with customer to increase
revenue and sales, create brand image and to gain competitive advantages
in market. In this type of marketing it include Facebook, Instagram and other
social media sites. It does not involve cost to publish their content and
advertise goods or services, this also help company to make strategy and
listen or engage customers through advertising on social media. For
example, Morrisons uses Twitter to market and campaign their products in
media to attract every customer in different countries.
Importance of Social Media Marketing and Digital Marketing
Digital marketing: It is a technique which is used in recent trend and
business environment. The organisation can identify the requirement of
customer and according to that they have to change their image by

accepting those changes quickly so they can engage and influence multiple
customer at different location (Heinze and et. al., 2020). In context to
Morrisons, they operate and detail in retail industry and they have to accept
the recent changes such as customer are demanding the organic goods or
services so they develop those products which are healthy and safe for
customers.
Social media marketing: This is the another marketing which is used
to attract customer by advertising and campaigns through social media. In
other words, it is marketing strategy used by every organisation either small
or large to build brand image, awareness and connect with customer for long
period of time. This help in building the relationship between organisation
and customer and compete with competitors.
PART 2
Social Media content by giving justifiable example
There are different social media platforms or tools which helps in retain
customer interest and enhance their marketing strategy. The content post by
companies can increase brand image that customer and partner follow their
brand to buy goods or services in market (McGruer, 2019). There various
social media content such as videos, news, images and so on. The main
characteristics of social media marketing is builds relationship and
communities and reliability etc. Multinational organisation uses social media
content which is described below:
Images:
In today's current scenario of business environment many organisation
uses image social content because consumer can easily share the image of
campaign which connect them to brand image. User generated image is one
of the most attracting image in social media.
'rethink' campaign by Marks and Spencer

Marks and Spencer campaign on 'rethink' in India, 2020 to inspire
people or shoppers for fashion. The main objective of this campaign is to
encourage them to adopt the new lifestyle and trend in the market. In India,
there is an increase in fashion forward audience so they have need to guide
and encourage them to keep in comfort zone. In other words, to attract
customer to try something new from their stores and websites. In this
campaign, it show shot in street style where a men has weared occasion
trend.
RACE model Reach: Marks and Spencer is operating worldwide and now operating
in 71 stores in country and attract customer through campaign and
generate responses from that.
 Act: The act is defined as to engage customers and attract them to
purchase products and they campaign in India to encourage
customers.
 Convert: The main aim to convert the interest of consumer for buying
latest trend clothes.

 Engage: Engaging customer is one of the most important component in
digital marketing. They advertise in India for audiences to try
something new.
Videos:
Video social media content benefit organisation to create campaign
and attract consumer to purchase product from store or online website. This
video include a small promotional content to attract them and organisation
post video on different social media sites such as Facebook, twitter, TV and
many other social media sites (Mehmet, Roberts and Nayeem, 2020).
#makeitmagical video campaign by Morrisons
This campaign is introduced by Morrisons in 2015 which they are
showing that employees in organisation are ensuring to make the season of
Christmas magical for all customers that start through a video on social
media channels in morning. In that video staff members are preparing and
producing product which are made by company itself either on
manufacturing place or in their store. They post this video on You Tube, TV
and Facebook. The main aim of this campaign is that they are producing high
quality goods or services in their own store and through websites. In this
video it is also watched that they work with farmers and produce fresh foods
in stores and each video strap is ending with the line 'Make it a magical
Christmas......At Morrisons.'

RACE model Reach: This video depicts that many customers attract during the
season of Christmas and helped to connect with other. Act: It is defined as they can reach customers and attract them to buy
products on their websites. Convert: The main of this campaign is to convert many customers
into loyal customer because they sell the high quality products in
market.
 Engage: In this campaign they have engage half a millions views on
Facebook and many likes, comments. This also increases the
subscribers of You tube after watching this video campaign.
Explain why social media content is effective
The social media content is effective because it attract the large
amount of customer to purchase goods or services (Rana and et. al., 2020).
The main effectiveness is that they can control customers by advertising
products in the market. Secondly, they are doing campaigns through online
social media such as twitter, LinkedIn, Facebook and other social media sites
which help organisation to reduce cost because online campaigns doe not
include cost as compared to offline campaigns. This build brand image and
awareness, increase the satisfaction of customers and build loyalty. This add

value to customer so they can purchase product and can share the campaign
photos, videos and blogs to their relatives or friends (Smith, 2020).

CONCLUSION
From the above discussion, it is concluded that digital media marketing
and social media marketing plays an significant role in promotion of goods or
services of organisation. These marketing gives many benefits and main
benefit is that it includes low cost in online campaigns and advertisement.
For every type of company digital marketing becomes the most important
strategy to attract customers. On the other hand, social media marketing
engage and customers can directly communicate to company and also
through social media content such as videos, images, blogs and so on. There
are 4P's which help organisation to develop strategies that help to maintain
the product and produce them at right place, time and price.

REFERENCE
Books & Journal
Carlton, J., 2020. The shortest distance between two people is a story:
Storytelling best practices in digital and social media marketing. Journal
of Digital & Social Media Marketing, 8(2), pp.108-115.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging
concepts and applications. Springer.
Heinze, A., Fletcher, G., Rashid, T. and Cruz, A. eds., 2020. Digital and social
media marketing: a results-driven approach. Routledge.
McGruer, D., 2019. Dynamic digital marketing: master the world of online
and social media marketing to grow your business. John Wiley & Sons.
Mehmet, M., Roberts, R. and Nayeem, T., 2020. Using digital and social
media for health promotion: A social marketing approach for addressing
co‐morbid physical and mental health. Australian Journal of Rural
Health, 28(2), pp.149-158.
Rana, N.P., Slade, E.L., Sahu, G.P., Kizgin, H., Singh, N., Dey, B., Gutierrez, A.
and Dwivedi, Y.K., 2020. Digital and Social Media Marketing. Springer.
Smith, A., 2020. Increasing in-store sales through creative omni-channel
digital and social media marketing strategies: Case study of
HobbyTown. Journal of Digital & Social Media Marketing, 8(3), pp.202-
212.
Online:
Marketing, 2020 [Online] Available through:
<https://blog.hubspot.com/marketing/what-is-marketing>
Marketing, 2021 [Online] Available through:
<https://www.thebalancesmb.com/what-is-marketing-2296057>
Digital Marketing, 2020 Available through:
<https://www.investopedia.com/terms/d/digital-marketing.asp>