Effective Digital and Social Media Marketing for Businesses

This report delves into the crucial roles of digital marketing and social media marketing in contemporary businesses. It defines marketing, the marketing mix, and digital and social media marketing, emphasizing their importance for achieving competitive advantages. The report explores various forms of digital marketing and social media platforms, highlighting the significance of social media marketing for businesses. Task 2 presents two effective social media content examples, with a focus on H&M's visual and influencer content strategies on Instagram. The report includes screenshots of H&M's campaigns, analyzing their effectiveness in driving sales, building brand image, and fostering customer loyalty. The effectiveness of social media content is discussed, emphasizing its value in building brand recognition, educating audiences, and increasing website traffic. The report concludes by underscoring the impact of digital and social media marketing on business success.

The role of digital
marketing and social
media marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
Marketing...............................................................................................................................1
The marketing mix and where the communications mix fits.................................................1
Digital Marketing...................................................................................................................2
Social Media Marketing.........................................................................................................3
Importance of digital marketing and social media marketing to contemporary businesses...3
TASK 2............................................................................................................................................4
Two examples of social media contents that really works.....................................................4
Screen shots of effective campaigns of H&M for social media marketing on Instagram......4
Examine why the social media content is effective................................................................6
CONCLUSION................................................................................................................................7
References:.......................................................................................................................................8

INTRODUCTION
Today's contemporary and uncertain market is facing the neck to neck competition and to
gain competitive advantage marketing has become essential tool. Marketing is no longer the
traditional approach where billboards, television ads, brochures are the source to advertise or
seek customers attention, it has become more diversified with digital marketing and social media
marketing which is discussed in report (Adam and et. al., 2020). Digital marketing is a method to
advertise and promote the product and services through digital channels and technology and
internet facility. Where as social media marketing the part of digital marketing to seek attention
of audience through social media platforms. Hence report crafts the example of H&M to deeply
study social media campaign.
TASK1
Marketing
Marketing is the action a company undertakes to promote the business offerings like
product and service in the target audience. There is conception in the minds of people that
marketing is advertisement rather marketing comprises of activities such as creating product or
service ideas, determining who is likely to buy, promoting, advertising and transferring through
appropriate sales channels (Appeland et. al., 2020). Marketing is the process to create the
customer relationship in form of conversation and communication. Marketing includes four
stages: creating, communicating, delivering and exchanging. Values are the key offering of the
marketing process with the products and services to customers. There are various types of
marketing such as influencer marketing, relationship marketing, green marketing etc. Hence,
marketing at its core try to seek attention of the customers through catchy slogans, logos,
packaging, or with story lines to ensure the company meets its profitability in the end.
The marketing mix and where the communications mix fits
Under the umbrella of marketing there are 4 major areas: Product, Price, Place and
Promotion, termed as the marketing mix. And synchronizing with each other to focus on
customers needs. The elements of marketing mix are described underneath:
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 Product:Product can be tangible or intangible entity with the attributes designed to fulfil
the needs and demands of the customers and to satisfy the customers and fill gap in
market. Price:Price is the written cost on the product calculated by production, development,
marketing, packaging and distribution cost. Price should meet the products quality to
encourage the willingness in customers to spent and acquire the product (Gretzel, 2019). Place:Place is distribution area of product like stores, online platform etc. from where
customers can access the product.
 Promotion:Promotion is marketing campaign to communicate and make product visible
to customers, frequency of promotion develop the interest in customers and increase the
survival of product.
The marketing mix are more company oriented to earn profitability while with changing world
the communication mix are more customer oriented to understand the customer's perspective.
Thus fitting both marketing and communication mix together help in value creation to the firm.
New product can be developed with customers perspective, understanding of cost and price will
give better pricing strategy. Hence, Combination of both will improve the business and higher
the satisfaction in customers.
Digital Marketing
The modern approach of the marketing where marketers use technology and digital
platforms to promote, advertise, sell, deliver and exchange there products and services. In the
nutshell, digital marketing is the the marketing using the internet, smart phones, SEOs, social
media and other digital channels to approach and attract the consumer (Jiménez-Castillo and
Sánchez-Fernández, 2019). Digital is now become the core of the market where people are more
attracted to the digital ads, videos, promotion and are more feasible in buying and selling online.
There are various forms of digital marketing like internet marketing, social media marketing,
content marketing, video marketing etc. Digital marketing is accessible to all the enterprises
small, medium and large. Hence, digital marketing has build the direct relationship between
buyers and customers where customers can solve the problem and company can create faith.
Social Media Marketing
Social media marketing is the crucial segment of the digital marketing concept it is the
marketing channel where people create or post content, videos on social media platforms like
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Instagram, you tube, twitter, LinkedIn,Pinterest etc. Social media marketing is the bridge
between organisations and audience, to connect, establish a brand, increase sales and generate
website traffic. This includes posting great content on profiles, attracting your followers,
analysing your results, and streaming social media ads. Social media marketing as a whole has
become beneficial for the small businesses to grow business and attract audience with their
creative product and services. Using content, hashtags, videos, reels, share profiles etc. Business
on social media are really touching the glory of success. There are many business which are
started through social media marketing and running on these platform only. Hence social media
marketing is big asset to businesses (Kizgin and et. al.,2018).
Importance of digital marketing and social media marketing to contemporary businesses
Contemporary enterprises are in a highly crowded competitive market environment and
maintains a rapid pace of development. Therefore, in order to survive, business owners need to
adapt to new marketing practices. In regard to this, digital marketing and social media marketing
is becoming increasingly important for finding potential customers on a global scale.
Importance of digital marketing to contemporary businesses
The existing world is already online, and so are the potential customers of contemporary
businesses. Therefore, digital marketing is essential for enabling companies to conduct business
presence online and achieve valuable growth. Digital marketing is cost effective and helps the
organisation to reach larger number of people through one channel. Higher conversion rates,
search engine ranking, customer satisfaction, brand loyalty, feedbacks all become quick and
easier through digital marketing. Small businesses are highly benefited by digital marketing as
there scope of customers are increased and they are shining like a beacon.
Importance of social media marketing to contemporary businesses
Customers trends are changed and are more inclined towards the social media platforms.
Earlier when social media was platform of entertainment and sharing picture and thoughts, now
has become commercial panel too (Shahbaznezhad, Dolan and Rashidirad, 2021). Small and
large businesses, bloggers, influencer are promoting, advertising and sharing there content ,
blogs, products and services, context, mergers on social media platforms through social media
marketing. Thus social media marketing is beneficial to contemporary businesses as customers
spend more time social media, budget friendly to attract larger audience, easy to track
competitor's and helps in branding.
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TASK 2
Two examples of social media contents that really works
Social media content is information in the form content that is crafted by the individuals
or the organisation to publish on social media platforms like Facebook, Instagram, Twitter, You
tube, LinkedIn etc. There are various types of social media content available on the these
platform to pursue social media marketing. A big brand like H&M uses two social media content
to aware the potential customers about the brands latest products and to increase brand loyalty.
The two social media content are: Visual Content: Visual content is the most attracting social media content where the
organisation uses product photos and videos to engage attention of the customers.
Instagram, Pinterest, Facebook, You tube are the social media platforms which highly
encourage and promote the visual content that has long term impact on viewers mind
(Sharma and Verma, 2018). H&M is fashion brand and operate social media marketing on
various platforms. The visual content of H&M is aesthetic and attractive to the consumers
with all the needful information.
 Influencer content: Influencers are now the most powerful medium of social media
marketing these days. Influencer content is to tone with the influencers who fit for your
brand and let them create innovative and creative content that can be shared on your
social channels and their social channels. H&M recently used Instagram influencers to
showcase there new collection via there intimate engagement tactics influence high
customer base. The influencer content of H&M was highly successful grab the attention
of various new audience through Instagram.
Screen shots of effective campaigns of H&M for social media marketing on Instagram
Social media campaigns are is a series of orderly and synchronized actions with a
particular objective to be achieved over a desired time period. A campaign is carried out on one
or two social media platform with the goal and outcomes of which are tracked and measured.
Social media campaign are the buster in marketing as there are focused and full of energy to
foster the brand reputation and increase the sales. H&M a clothing and fashion retail company
with a effective social media marketing tactics. Some screenshot of marketing campaign of
H&M on Instagram are discussed underneath:
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H&M started a social media marketing campaign by launching Itsapark website on
Instagram including power of influencers was conducted to engage the customers and their
honest reviews on the style which was highly successful, low budget campaign and also
promoted the brand as H&M approached digital influencer rather than big celebrity influencers
to conduct the campaign.
(Source: H&M is testing a new, Instagram-influencer-style shopping platform,2021)
H&M has launched another Campaign to promote its holiday line clothing with the four
sponsored celebrities. The celebrities were asked and sponsored by H&M to promote the
'Holiday clothing line' by creating videos and posting it on their social media handle with
#H&M and link of website in comment box. This campaign presented the Holiday collection of
H&M to 12M consumers. The videos were posted on Instagram, twitter and Facebook.
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Illustration 1: H&M is testing a new, Instagram-influencer-
style shopping platform,2021

(Source: How H&M advertise with celebrity influencers,2021)
Hence, the social media campaigns not only drive the sales but also build brand
image,loyalty in customers and increase the followers on social media channels.
Examine why the social media content is effective
Social media is a influential and effective platform for marketing that can help brand to
gain attention on global level. The content created and posted by the company is greatly
influencing the minds and lives of viewers watching those content. Youth and other middle age
people are surfing social media like in every 10 mins that has rapidly made existence of social
media prominent (Tajvidi and et. al., 2018). Marketing through social media is more effective
than the traditional marketing methods because they have progressed the communication process
between the consumers and the stakeholders. The different kinds of content consistently shared
on the social media profiles are backbone of social media and have there own effectiveness on
the company's growth and image and also in customer's lives. The various social media content
are blogs, user generated content, videos, product posts, infographics, context, GIFs, memes, live
streams etc. The effectiveness of these social media content are:
 Social media content are valuable and compelling because viewer are always looking on
social media and reading, listening and watching various contents which stamps the print
on there mind that successfully grow the business.
 Social media content like videos, campaigns, infographics are highly effective in building
brand recognition, educating audience with the informative content and posts, and also
helps in increasing the followers on social media platforms (Zuhdi and et. al., 2019).
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Illustration 2: How H&M advertise with celebrity influencers,2021

 Social media content live streams, quiz's, videos are effective in directly communicating
with customers and understanding there views for strategy development, build long term
relationship with customers, helps to find sponsors and lead to revenue generation.
 Social media content are most effective in increasing website traffic as people so excited
and indulged in watching memes, GIFs, entertaining videos etc. Audience is also now
engaged in shopping, watching the famous brands profile and latest collections and life
style of celebrities and influencers. Hence encouraging the audience to spend and thereby
generate sales(Voorveld and et. al., 2018).
CONCLUSION
The study of above report concludes that marketing has become so essential for the
companies branding, growth, customer base and survival. Digitalization in organisations has
given a powerful tool of digital marketing and social media marketing to advertise and promote
there brand and products. The report concludes that social media and digital marketing are the
affordable and effective means of marketing and highly beneficial to the small business for there
development and growth. Social media content like blogs, videos, content etc. are effective in
capturing the minds of the target audience and building the brand image.
References:
Books and Journal
Adam, M. and et. al., 2020. The Role of Digital Marketing Platforms on Supply Chain
Management for Customer Satisfaction and Loyalty in Small and Medium Enterprises
7

(SMEs) at Indonesia. International Journal of Supply Chain Management. 9(3).
pp.1210-1220.
Appel, G. and et. al., 2020. The future of social media in marketing. Journal of the Academy of
Marketing Science. 48(1). pp.79-95.
Gretzel, U., 2019. The role of social media in creating and addressing overtourism. Overtourism:
Issues, realities and solutions. pp.62-75.
Jiménez-Castillo, D. and Sánchez-Fernández, R., 2019. The role of digital influencers in brand
recommendation: Examining their impact on engagement, expected value and purchase
intention. International Journal of Information Management. 49. pp.366-376.
Kizgin, H. and et. al., 2018. The impact of social media on consumers’ acculturation and
purchase intentions. Information Systems Frontiers. 20(3). pp.503-514.
Shahbaznezhad, H., Dolan, R. and Rashidirad, M., 2021. The Role of Social Media Content
Format and Platform in Users' Engagement Behavior. Journal of Interactive Marketing.
53. pp.47-65.
Sharma, S. and Verma, H.V., 2018. Social media marketing: Evolution and change. In Social
media marketing (pp. 19-36). Palgrave Macmillan, Singapore.
Tajvidi, M. and et. al., 2018. Brand co-creation through social commerce information sharing:
The role of social media. Journal of Business Research.
Voorveld, H.A. and et. al., 2018. Engagement with social media and social media advertising:
The differentiating role of platform type. Journal of advertising. 47(1). pp.38-54.
Zuhdi, S. and et. al., 2019. Role of Social Media Marketing in the Successful Implementation of
Business Management. International Journal of Recent Technology and Engineering.8.
8

Adam, M. and et. al., 2020. The Role of Digital Marketing Platforms on Supply Chain
Management for Customer Satisfaction and Loyalty in Small and Medium Enterprises
(SMEs) at Indonesia. International Journal of Supply Chain Management. 9(3).
pp.1210-1220.
Appel, G. and et. al., 2020. The future of social media in marketing. Journal of the Academy of
Marketing Science. 48(1). pp.79-95.
Gretzel, U., 2019. The role of social media in creating and addressing overtourism. Overtourism:
Issues, realities and solutions. pp.62-75.
Jiménez-Castillo, D. and Sánchez-Fernández, R., 2019. The role of digital influencers in brand
recommendation: Examining their impact on engagement, expected value and purchase
intention. International Journal of Information Management. 49. pp.366-376.
Kizgin, H. and et. al., 2018. The impact of social media on consumers’ acculturation and
purchase intentions. Information Systems Frontiers. 20(3). pp.503-514.
Shahbaznezhad, H., Dolan, R. and Rashidirad, M., 2021. The Role of Social Media Content
Format and Platform in Users' Engagement Behavior. Journal of Interactive Marketing.
53. pp.47-65.
Sharma, S. and Verma, H.V., 2018. Social media marketing: Evolution and change. In Social
media marketing (pp. 19-36). Palgrave Macmillan, Singapore.
Tajvidi, M. and et. al., 2018. Brand co-creation through social commerce information sharing:
The role of social media. Journal of Business Research.
Voorveld, H.A. and et. al., 2018. Engagement with social media and social media advertising:
The differentiating role of platform type. Journal of advertising. 47(1). pp.38-54.
Zuhdi, S. and et. al., 2019. Role of Social Media Marketing in the Successful Implementation of
Business Management. International Journal of Recent Technology and Engineering.8.