BMP3006: The Role of Digital Marketing and Social Media Marketing

This report delves into the realm of digital marketing and social media marketing, elucidating their significance in modern business. It commences with a foundational understanding of marketing, the marketing mix, and the communications mix. The report then transitions into a detailed exploration of digital marketing, social media marketing, and their importance to contemporary enterprises. Key components include illustrative examples of successful social media content, coupled with justifications for their efficacy. Screenshots of effective campaigns, analyzed through established digital marketing models, are presented to provide a practical perspective. The report concludes by highlighting the effectiveness of social media content in fostering brand awareness and customer engagement. The report also covers the importance of digital marketing and social media marketing for contemporary businesses, and the role of social media in building brand awareness and driving website traffic. It also discusses the use of AIDA model in digital marketing campaigns.

BMP3006
Practical Digital Marketing
The role of digital marketing
and social media marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing...............................................................................................................................3
What the marketing mix is and where the communications mix fits.....................................3
Digital marketing....................................................................................................................4
Social media marketing..........................................................................................................4
Why digital marketing and social media marketing are important to contemporary businesses
................................................................................................................................................5
PART 2............................................................................................................................................5
Two examples of social media content that really work and justification of why they work 5
Screen shots of effective campaigns with reference to established models and standards for
digital marketing.....................................................................................................................8
Why social media content is effective?..................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital marketing is a platform that helps in selling and promoting the products by using
various online tools and mechanism, through which company can reach to maximum number of
people. It is also known by other name i.e., online marketing as it uses various online tactics to
increase their brand awareness and create a strong presence in Market (Ruan and Siau, 2019).
Social Media Marketing is a one of the tool of digital marketing which allows organisation to
create their page and convey the messages to their customer. The Digital marketing tools provide
guidance to company regarding how to sustain, build and scale up the online brand reputation
across digital platforms (Lubenov, 2019). The project outlines the concept of digital marketing
and social media marketing which includes the concept of marketing, marketing mix,
communication mix, social media marketing and the reason why it is important for business. The
report also covers the examples of social media content and screenshot of effective campaigns.
PART 1
Marketing
It is an activity that is used by the Organisation in order to create, communicate, deliver
and exchange offers that provide value to clients, customers and society. The Marketing
department develops a strategy through which they can increase their sales and profit. The aim of
marketing department is to maximise the profit and sale of Company it can be possible by
attracting customers by satisfying their needs and demands (Hardy, Kener and Grinzaid, 2018).
The importance of marketing is that it helps in providing information to customers related to the
goods and services. The Marketing allows Organisation to maintain present relationship as well
as long lasting relationship with their customers. The motive of marketing is to increase the
presence in Market by grabbing an attention of large number of audience. The important element
which is focused by the firm in their marketing strategy is to develop an ideal customer profile.
The Marketing helps in increasing the standard of living of people by providing them
information related to the products and services which fulfils their needs and wants.
What the marketing mix is and where the communications mix fits
It is a tool used by the company in order to promote goods and brand in Market. Marketing
mix contains four elements through which the brand image can be increased they are product,
price, place and promotion. The elements of marketing mix collectively works together and are

in conjunction with each other. The four P’s are classified for developing an efficient and
effective marketing strategy (Tanase, 2018). The Marketing mix helps in understanding what
product and services must be offered to customers. Through effective marketing mix Strategy,
Company can plan suitable product offerings. It also helps firms to identify the strength and
avoid any unnecessary costs.
Product
The product determines the items which fulfils the needs and wants of customers. It must
be different from its competitors to gain competitive edge in Market.
Price
The price of product shows that what customers are going to pay for the items. There are
many costs which incurred while producing the goods so the price is determine by including
various other cost such as marketing, research and development, manufacturing and distribution.
Place
The place should be in such a location that make easy for the customer to purchase the
goods and services. The Company must decide whether they have to sell their products and
services via using online platforms, offline or both.
Promotion
The promotion includes various online tactics through which company can promote their
products and services and attract more and more customers. The promotion includes sales
promotion, public relations, advertising and personal selling.
Digital marketing
Digital Marketing is a tool through which company can promote their business and
increase presence in Market. There are various online tactics which can be used by Organisation
to enhance their brand awareness they are email marketing, social media marketing and search
engine optimisation marketing (Olstad and Lee, 2020). The Company connects with customers
by using various digital communication tools and provide information related to the products and
brand. The one of the benefits of digital marketing is that company can easily track and monitor
their work. The Firm can optimise their conversion rate by running campaigns and advertising on
online platforms.

Social media marketing
It is a platform where company share information about products and services and attract
large number of customers towards Brand. The Social media marketing connects with people in
order to increase the profit, sales, build brand awareness and drive website traffic. It provides
way to company so that they can get engage with existing customers as well as new customers.
Social media marketing is also important as it helps in interacting with customers and allows
taking feedback related to the products and services offered to customers (Pinarbasi, 2019). It
plays an important role in increasing the growth and productivity of business.
Why digital marketing and social media marketing are important to contemporary businesses
It is important as they form creativity and strategy to attract customers. These marketing
strategies allow contemporary businesses to use methods according to the changing time. Digital
marketing helps contemporary business to focus towards creating recognition of brand. When
recognition is created consumers get attracted towards the brand as they are more comfortable in
buying things from the brand that is recognized by everyone. Social media is the tool of digital
marketing that allows company to build brand in the presence of different competitors.
Marketing through social media helps in generating conversation around the brand and its
products.
Through this way businesses get feedback on their products and people start talking about
those products. Social media provides platform for genuine conversation about products of
businesses (Polacsek and et. al., 2019). The present generation customers want businesses to
handle requests by social media. The investment in social media marketing and digital marketing
assists in building relationship between consumers and organization. This platform provides
instant interaction between customer and organization related to products and services as
consumers can easily give their feedback. Hence, it could be concluded that the social media
marketing and digital marketing assist contemporary businesses to be in touch with their
consumers continuously that ultimately improve the profitability of businesses.
PART 2
Two examples of social media content that really work and justification of why they work
The two examples of social media content that really work are:
Red Cup art by Starbucks

It is one of the campaigns which are launched by Starbucks in winter of 2016. The
Company serves the beverages in cups that feature the designs of 13 customers that are of
different countries around the World. The social media platform which is used by the Starbucks
is Instagram.
(Figure 1: Red Cup Art, 2016)
The Campaign was launched with an aim to create fun and increase the engagement of
customers towards the brand. The Company asked people to share the pictures of red cup by
performing some artwork on it. The winner will be selected on the basis of best creativity work
done by the people and the selected person will get prizes. The Campaign gets successful which
grab the attention of many people around the World (Opresnik, 2018). The Red Cup Art
campaign influences the attention of people they were posting the pictures of their cups on which
they have show their creative arts through which Starbucks get various likes and comments on
Instagram.
Netflix wanna talk about it? Campaign on Instagram
Netflix launches its campaign on Instagram so that they can engage their customers in the
time of COVID 19. The Netflix is a platform where people can watch their favourite’s movies,
shows and web series; it helps in engaging the mind of people and also makes them stay away
from negative thoughts due to Coronavirus.

(Figure 2: Netflix Wanna talk about it?, 2020)
During lockdown many people faces anxiety and stress due to which a negative thoughts
occurs in the mind of people. So, Netflix utilises the social media platform to attract the audience
as well as appeal to their human side. The Campaign has worked well as people are depressed
while staying at homes due to lockdown; the campaign provides a information through which
people know more about the series and shows which is realised on Netflix. Instagram is one of
the social media platforms having large number of active users; through this campaign people
can improve their mental health by watching various series on the platform (ARSLAN, 2017).

Screen shots of effective campaigns with reference to established models and standards for
digital marketing
Marks and Spencer ahs launched its campaign in order to provide information related to its
collection and new arrivals. The Advertisements posted by the Marks and Spencer is on
Facebook which helps in evaluating the effectiveness of social media marketing. The
Organisation has created a page on Facebook in which they share all the information and convey
the message to their customers. They grab the attention of the customers by providing the
information related to launching new product in their Brand. Marks and Spencer has used AIDA
model in order to attract people by conveying about their newly launched apparels. After
providing the information of the new apparels they generate the interest of the audiences by
providing new designs of the apparels.
(Figure 3: Marks and Spencer, 2020)
In above it can be seen that company is promoting their new season wardrobe in which
they are turning the animal print shirt with denim. So by providing the information related to the
new season wardrobe they are attracting the people who love to wear the animal printed clothes.
It can be seen in the screenshot that the girl is representing the clothes of animal printed and
raising the interest of people on social media.

Why social media content is effective?
Social media is effective platform for communicating about the products and services of
different companies. The content on social media is important because it describes the services
and products offered by companies and organizations. Social media content is effective because
it improves the converting potential customers. Every time company engages consumers through
relevant and valuable content on social media. It gives an opportunity to move people through
the journey of customer (Coco and Eckert, 2020). Social media content improves presence of
brand for creating great interactions and reaching out customers. The content reaches or engages
prospective consumers towards the offering of brands. Social media content engages consumers
with their appropriate content to increase consumers and it enables organization to add value to
consumers in a targeted manner as it allows for faster communication with high relevance.
Customers who are satisfied always share their experiences with organization through online
channels and then brands uses this experience of consumers in their social media handle as
content.
It is always seen that people get attracted to products more often when they see experience
of other people. The great quality content on social media assists in growing the audience with
every post on these channels. Live streams and videos have the ability to connect consumers with
the brand in a real time. The content has the ability to increase number of customers, engaging
stakeholders and many more towards the activity of company. Nowadays people from every
generation is very active on social media that creates opportunity for organizations and
companies to continuously keep track on requirement, needs and preferences of their consumers
very easily. Hence, social media content is effective because it attracts consumers by showing
features and benefits of the product by using advanced technology like photography and video.
CONCLUSION
From the above information it is being concluded that digital marketing and social media
marketing plays an important role in increasing the brand value and image in market. The Social
media marketing helps in reaching to large number of people and provide information related to
the goods and services offered by Organisation. The Companies organises campaign in order to
create awareness and increase the brand value among customers. The Campaigns helps in
attracting the people emotionally and personally.

REFERENCES
Books and Journals
ARSLAN, E., 2017. The effect of social media on marketing. Uluslararası Avrasya Sosyal
Bilimler Dergisi. 8(28). pp.131-143.
Coco, S. L. and Eckert, S., 2020. # sponsored: Consumer insights on social media influencer
marketing. Public Relations Inquiry. 9(2). pp.177-194.
Hardy, M. W., Kener, H. J. and Grinzaid, K. A., 2018. Implementation of a carrier screening
program in a high-risk undergraduate student population using digital marketing, online
education, and telehealth. Public health genomics. 21(1-2). pp.67-76.
Lubenov, L., 2019. Digital marketing transformations.
Olstad, D. L. and Lee, J., 2020. Leveraging artificial intelligence to monitor unhealthy food and
brand marketing to children on digital media. The Lancet Child & Adolescent
Health. 4(6). pp.418-420.
Opresnik, M. O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Pinarbasi, F., 2019. Marketing Management in Digital Marketing and Consumer Behaviour
Context. In Handbook of Research on Managerial Thinking in Global Business
Economics (pp. 336-351). IGI Global.
Polacsek, M and et. al., 2019. Digital food and beverage marketing environments in a national
sample of middle schools: implications for policy and practice. Journal of School
Health. 89(9). pp.739-751.
Ruan, Z. and Siau, K., 2019. Digital marketing in the artificial intelligence and machine learning
age.
Tanase, G. C., 2018. Artificial intelligence: optimizing the experience of digital
marketing. Romanian Distribution Committee Magazine. 9(1). pp.24-28.