The Role of Digital Marketing and Social Media in Modern Business

This report explores the critical role of marketing in today's corporate landscape, focusing on the integration of digital and social media strategies for business growth. It defines marketing and examines the marketing mix, highlighting how the communication mix fits within it. The report discusses digital marketing's ability to level the playing field for smaller businesses competing with larger corporations and its effectiveness in targeting ideal customers. It also emphasizes the importance of social media marketing for brand awareness, website traffic, and sales, detailing key characteristics such as reliability, fraud prevention, community enhancement, openness, and participation. The analysis concludes that digital and social media marketing are essential for contemporary businesses, enhancing customer reach, providing better ROI, generating high revenues, and catering to mobile users, ultimately driving business success through both online and offline channels.

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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
1.) What is marketing..................................................................................................................3
2.) Explain what is marketing mix and how communication mix fits with is............................4
3.) What is digital marketing.......................................................................................................5
4.)Define social media marketing along with relevant examples...............................................6
5.) Define why digital and social media are important for contemporary business...................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to process of promote and selling items to user. It comprises digital
marketing and social marketing. Both of these are very important for performing activities of
marketing. Online promotion of products and brands can managing a connection to customer
over a internet and other modes of communication digitally whereas social marketing is
determine an action to improve certain activities which can handling consumer behaviour and
providing benefits to individual and whole society(Baird, 2017). This report considers concept of
marketing, define marketing mix and how communication mix can relate with it, discuss online
and social media promotion and explain why digital and social media present their significance
in contemporary business.
MAIN BODY
1.) What is marketing.
According to Philip Kotler- “ Marketing refers to a process that can use to manage
products and services according to customer interest or to create value for business”. Marketer
can take a responsibility for plan a strategy in terms of increasing sales, effective communication
and enhancing organisation growth. It is required to spend some money in respect to place , time
and ownership. Basically it is management process that can mange all organisation function.
Following are features that define marketing term effectively.
 Integrative in nature: It determine a concept in which various organisation funtion
combines such as finance, manufacturing, production, personnel and so on.(Chaffey and
Smith, 2017). These all activities working together to achieving an organisation goals.
 Universal function: It can work universality, this statement can be said because it may
contribute profit and non- profit target business. An enterprise growth is totally depend
on marketing, it is a way to connect with lot of audience at one time and influence them.
Many of organisation try to adopt marketing techniques such as school, college,
hospitals, political sectors etc. to enhancing success of institutions.
 Social process: This can define that with the help of marketing, company can direct
interact to society. It is a strategy to influencing factors such as product, price place,
promotion by which a marketer can easily identify their target audience as well as
market.

 Both art and science: It can follow certain principles and rules that exactly relate to
science(Chaudhry and Sharma, 2018). It can perfectly balance a analysis and creativity
that connect with data, logics and emotion. For such artistic and scientific approaches
aids to make better business and long term marketing growth.
2.) Explain what is marketing mix and how communication mix fits with is.
Marketing mix refers to a tool that can successful manage activities relate to product and
service of an organisation. Following are the attributes of marketing mix:
 Product: This refer to item and services that can offer by an organisation to its
customer. It can engage with potential clients through outer appearance of product,
warranties,branding and many more which can use to attract attention of audience.
 Price: It describe methodology related to items. Price can be decided on basis of
customer effectiveness. It includes discount, offers, terms fees etc. IT can also consider
current position of business in comparison to its competitor within marketplace.
 Place: It refers to that area where availability of customers is high. Product can be deliver
to them at a right time or in a perfect manner. It define that section where customer can
easily reach and market also promoting product in terms of offline and online mode.
 Promotion: This is very essential for communicate directly with specific audience. It
covers ideas, opinion for making and product and service attractive. This can helpful in
increasing business sales.
 People: It is most important part for conduct this strategy, its not only define those
people who are the potential consumer of the product. IT generally involves salesman,
customer care service and more people who make their presence in this strategy.
 Process: It can define a way to provide the company items to its customer (Deepak and
Jeyakumar, 2019). It is require various outlines that aids to working process smoothly
and effectively. This step brings a a capability to enhancing revenue that reflect
organisation success.
 Physical Evidence: This define a proof of customer purchase. Customer are more likely
to buy something which can give them clarity related to product and service as they buy.
For example: receipt/bill

Communication mix consider different ways to easily connect with customers. This can
be done through social advertising, product packaging, websites, events etc. It can fit with
marketing mix because they both are necessary for engaging with customer that increase sales
which reflect business growth.
3.) What is digital marketing.
It is also known as online promoting. It can be used to advertise company product
through digital media. Because, now a days most of people are highly active on social media and
it is beneficial for marketers to connect with customers(Hanlon, 2019). It generally considers
web based advertising, social media , emails and so on. This can define clearly, so following are
the points that derived its importance:
 Competition with large corporations: It is very tough for running business smoothly. It
is hard to gave competition to big corporation easily such as Amazon, Target, Walmart
etc. They have e strong name that shows its identity. Digital marketing create their
significance in industries, with help of this marketers can easily reach to their interesting
customers.
 Target their ideal customer: It can engage audience across globe. With help of digital
marketing have a potential to directly reach with their interested leads and targeted
audience in a very precise manner. Marketer can arrange various social media campigns
that drives better result to the audience in respect top business growth.
 Easy to share: A channel of online marketing can easily share people potential for doing
something. Company can allow to share message related to brand or product through
articles and campaigns. This can tremendously increasing business sales.
 Excellent engagement : An effective marketing allows to organisation to put their efforts
in connect with customer through several channels of digital media(Kotler and et.al.,
2021). This platform gave a chance to business for maintain success, this way helps to
customers getting your solution easily at any place of world.

4.)Define social media marketing along with relevant examples.
It can refer to social media platform where activities related product promotion can
conduct. In this way marketer connect with audience in respect to generate brand awareness,
drive website traffic, boosting sales. Twitter, Facebook, Pinterest, YouTube etc. are examples of
social media. Below are the characteristic of social media that define its importance in business
world.
 Reliability: An effective social media marketer check their sites on regular basis
(McDaniel and Gates, 2020). They get involved with new as well as existing customer to
advertise their product and services. They can interact with audience on regular basis
through chats. This make show online presence of company.
 Avoid Fraud: This platform is very much important for small business. An effective
marketing campaigns help to grow business and build relationship with customer on same
time to promoting business. So, in case to protect company with fraud don't send message
in a repetitive manner.
 Enhancing communities: It helps to allow instant build community by which this helps
to engage effectively. In general it share common interest, ideas and aids to know about
target customer. It can support other communities that may beneficial for business.
 Openness to express :IT require honesty and authenticity for business growth. It assist to
maintain a trustworthy relationship with clients related to social media marketing
strategy. Any irrelevant or adverse comment can create a negative implication on
business image.
 Participation: It motivates people to give their positive feedback in respect to social
media marketing (Mothersbaugh And et.al., 2020). It provides bunch of ideas and
opinions at the time of communication digitally and 6try to fill gap between company and
clients. With the several new channels of social media most of the individual are really
enjoying this participation process.
5.) Define why digital and social media are important for contemporary business.
Significance of social media marketing in industry
 Effective Cost: It is a most possible way of online strategy. It can make a record and
pursue free on practically all informal communication stages. Being financially savvy is
significant as it assists you with achieving a more noteworthy profit from speculation and

assists you with holding a bigger spending plan for other showcasing and business
payments.
 Clients Connection: It is a good way on connecting with customer on a personal level.
Customer spend most of their time on this platform(Paranjape, 2018). A better
communication with clients can grasp their attention and provide a perfect message that
highlights brand image. By this marketer can create a better reach that build image in
market place.
 Generating loyalty of brand: This can help in further developing client maintenance
and client dedication. Since fostering a loyal client base is one of the primary objectives
of any business, online media ought to be in your technique. Typically, brand faithfulness
and consumer loyalty go inseparably. Online media isn't restricted to simply present your
item; it can likewise be utilized for special missions. A client considers these to be as
administration channels where they can straightforwardly speak with the business.
 Increases Gathering: It is one of major benefit of social media to build website traffic.
By sharing your substance via online media, you are giving clients to navigate your site
and visit it for more data. The greater quality substance you share on your social record,
the more inbound traffic you will create while creating transformation open doors.
Significance of digital media on contemporary organisation
 Enhancing customer reach: This is the major reason to have in digital marketing is
build a relationship with potential clients. It refers to crucial part of advanced advertising
is client assistance. It implies that showcasing specialists construct associations with
clients by contacting answer their inquiries, settle issues they experience about an item,
and to transform them into repeat clients. At the point when a person fabricate a decent
connection with crowd, it can help business.
 Better ROI: In a business, digital media plays a critical role by doing online
advertisement. It gives a better ROI for business, It's feasible to have a higher change rate
or profit from venture on the grounds that the vast majority of your clients can be seen on
the web. In case marketer can know who is ideal interest groups, so they can spread out a
procedure that an individual really wanted to transform your leads into clients.

 Generate high revenues: This generally relate to business success, in comparison to
traditional marketing, this way of marketing earn high return on investment which simply
define to increase high revenue for business(Sinha, Healey and Sengupta, 2020). With
less in time online media can easily advertise brand in market.
 Beneficial for mobile users : There are huge number of people in world who can use
mobile phones and scrolling many apps over social media, search a relatively posts. This
way of media helps in identifying a positive reach to meet these people. It can assist
business in such a way where cellphone users derive as target audience.
CONCLUSION
From above analysis it is being concluded that marketing plays very effective role in this
corporate world. This help in increasing business growth through online and offline media.
advanced advertising is critical in the endurance of the present organizations. Company really
wanted to open their image to a greater crowd assuming to need of business to develop. This
advertising might sound unnerving from the get go, yet in the event it require some investment to
find out with regards to it, marketer may see that their organization has a lots of possibilities to
extend as a result of it.

REFERENCES
Books and Journals
Baird, A., 2017. How digital marketing can galvanise nonprofit supporters. Journal of Digital &
Social Media Marketing. 4(4). pp.374-379.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Chaudhry, R.S. and Sharma, A., 2018. Ethical issues in digital marketing-A review. ITIHAS The
Journal of Indian Management. 8(1). pp.10-18.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Kotler, P. and et.al., 2021. Marketing management: an Asian perspective.
McDaniel Jr, C. and Gates, R., 2020. Marketing research. John Wiley & Sons.
Mothersbaugh, D.L. And et.al., 2020. Consumer behavior: Building marketing strategy.
McGraw-Hill Education..
Paranjape, S., 2018. Role of Digital Marketing for Developing Customer Loyalty. Sansmaran
Research Journal, pp.1-7.
Sinha, M., Healey, J. and Sengupta, T., 2020, July. Designing with AI for Digital Marketing.
In Adjunct Publication of the 28th ACM Conference on User Modeling, Adaptation and
Personalization (pp. 65-70).