BMP3006 Practical Digital Marketing: Role of Theory & Examples

This report delves into the significance of digital marketing and social media marketing within contemporary business environments. It begins by defining marketing and elaborating on the marketing mix, including the 4Ps and 7Ps, and the communication mix. The report then explores digital marketing and social media marketing, highlighting their importance in reaching customers and promoting products and services. Part 2 provides examples of social media content from H&M and Zara, demonstrating how these companies leverage platforms like Instagram and Facebook. It also discusses models and standards for digital marketing, such as the AIDA model, using McDonald's campaign as an example. The report concludes by emphasizing the effectiveness of social media content in reaching target audiences, developing brand image, and offering cost-effective marketing solutions. This student-contributed assignment is available on Desklib, where you can find more resources and solved assignments.

THE ROLE OF DIGITAL
MARKETING AND SOCIAL
MEDIA MARKETING —
THEORY AND EXAMPLES

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
What is marketing?..................................................................................................................3
Marketing mix and communication mix.................................................................................3
Digital marketing.......................................................................................................................4
Social media marketing...........................................................................................................5
Use of digital marketing and social media marketing.........................................................5
PART 2............................................................................................................................................5
Examples of social media content.........................................................................................5
Models and standards for digital marketing.........................................................................8
Effectiveness of social media content.................................................................................10
CONCLUSION.............................................................................................................................10
REFERENCES............................................................................................................................12

INTRODUCTION
When it comes to be dealing with the organisational circumstances then marketing is
set to be one of the phenomenal entity that will derive entire page of the organisation.
There are certain functionalities that will have to be followed and those include different
places of marketing mix as well as the marketing techniques that can take product midst
of customers (Hanson and Kalyanam, 2020). These will act as the fixation policies
between the organisation as well as a customer and in return they can also increase the
prospect of profit for the organisation. This entire report will explain the essence of
digital marketing and social media marketing that are incorporated in the organisation
such that they can bring about the standard for the organisation that are important as a
marketing function. All the components that are a part of bringing about a good
marketing facets to the organisation of put forth in this report.
PART 1
What is marketing?
Marketing is defined to be the art of bringing about all the products into customers. It is
necessary that the organisation will have to define set of policies that are necessary for
people to understand. For a product to be enhanced and also to bring into existence
people will first have to identify the necessary evaluation such that they can get ahead
with the purchase of products. In this regard marketing will bring about the essence of
knowing a product and also moving ahead with the speculations of purchasing it.
Marketing will change the entire skills of the organisation as well as the facet of the
organisation. It will bring in the professional touch and also make corporate sector look
more glorious with the techniques as well as the tactics that are being included in
marketing processes. There are certain methods that fall in regard to bring about the
individual the product and its essence and therefore the principles that are in scope of
the organisation are also evaluated in order to satisfy the needs of customers.
Marketing mix and communication mix
Marketing mix is like a marketing tool in the organisation that will bring about all the
components in order to deal with product and its brand. There are two types of
marketing mix like that of 4p and 7p. Before the marketing mix usually deal with product,

price, place and promotion which is regarded to be one of the crucial components in
order to determine the base of the organisation (Deepak and Jeyakumar, 2019). The
price strategy is a determinant factor and that will enhance the company's survival. The
place in a marketing mix is said to be the one that is more prominent in determining the
distribution of products. The promotion in the marketing mix will bring about all the
components that are necessary to highlight the cases and also to take product into
customers. The Other set of three components that are added to make it a 7p marketing
are people, process and Physical evidence. The people in the marketing mix are
important because the right people will deal with the right customer reviews. The
process in the marketing mix is nothing but the business that is involved and also the
components that are a part of operational unit. The physical evidence in the marketing
mix is nothing but the reviews that are generated as well as for the organisation is
capable enough in order to deal with it service. The communication mix will also fit in
the marketing mix where it will serve the purpose of promotional activities and therefore
it can also be regarded to be a part of marketing mix. Communication makes will deal
with all the promotional tools like that of advertising sales promotion public relations and
many more that will help to analyse different products that are in regard to be
purchased. Therefore communication mix is also a part of marketing mix but it will
entirely hold a unique entity in maintaining relations with customers.
Digital marketing
Digital marketing is referred to be one of those of marketing entities that will conduct
campaigns as well as different marketing efforts using the digital channels. The
electronic devices that are promoting the digital marketing criteria are the major
resources in this regard because it includes online marketing and there are certain
spots that are to be put into this (Grewal and et.al, 2020). Nowadays everything is going
digital and therefore there are certain search engines that will make companies to be
highlighted and that is one of the valuable assets to be known to people all around. Also
there are certain channels of reach for people to inhabit the business as well as the
brands and that can help in dealing with the marketing prospect.

Social media marketing
Social media marketing is nothing but using marketing throughout social media
channels. Now a days social media is one of the immense platform where there are
many people that are using it. When businesses incorporate the ideas as well as the
ideologies to depict their products and services on social media they can reach people
and also they can gain insights (Appel and et.al, 2020). This can bring in a potential in
order to promote their choice as well as they can be recognised very easily. Also the
social media transactions as well as purchase are said to be one of the highlight these
days there are many businesses are using this platform as a business oriented one.
Use of digital marketing and social media marketing
The digital marketing as well as social media marketing are said to be important on a
contemporary business environment because for any business to grow in terms of
gaining profits as well as a good amount of customer base they will have to target
channels in which we can find more number of customers. The digital marketing will
gain more insights and will also help organisations to depict information regarding
product which is a vital importance for the organisation (Hole and et.al, 2018). The
social media marketing will act as a base where the business as well as the customers
can come in contact with each other and their can also be purchased and transactions
that are made possible. The usage of technology is one of the beneficial component for
every organisation and therefore in this regard the digital marketing as well as social
media marketing are considered to be the vital component for contemporary business.
PART 2
Examples of social media content
Example 1
Social media is the wider technology that gives many opportunities to everyone,
it also offers a promotional platform through which companies can promote their items
to attract wider range of customer across the world (Paranjape, 2018).

This trendy white watermelon t-shirt belongs to H&M company. They promoted
their product by using Instagram platform. Instagram offers wider platform to the
company to promote their brands and product. As Instagram becomes a favourite social
media application for everyone large number of audience are connected to Instagram.
As it gives freedom to express or to convey a message in the society. H&M company
use this platform for their product's marketing as Instagram gives large number of
audience to the company. Therefore, they have created a hype of their product on
Instagram so that it will attract large number of customers around the world ( Stojiljković,
2019). It gives many advantages to the companies as they directly connected to their
customers. Instagram also allows organizations to promote their product by using
Illustration 1: watermelon print t-shirt
source Marketing Strategy and SWOT Analysis of H&M,2020

support of famous influencer as they have many followers so it will be helpful for them to
promote their brand.
Example 2
The above image shows Zara company's product which is studio coat with
seams. It has bright colour and better quality material used by company. Zara company
is using Facebook social media technology to promote their product. Facebook has
mass number of followers and it gives many opportunities to explore new things ( Desai,
2019). Zara company is using Facebook for their product's marketing to grab the
attention of customer across the world. Facebook has become a first choice of
organization for the promotional activity of their product, it becomes a new trend
companies using famous face to promote their items as they have many audiences.
Therefore, Zara company is been using Facebook for their brand's marketing.
Illustration 2: studio coat with seams
source Zara: Facebook Fan Page,2021

Models and standards for digital marketing
Digital marketing refers to the internet based marketing. It uses internet and
technologies for marketing. Many organizations are now adopting digital marketing as
their prime source for the marketing of their product. Digital marketing standard are they
allows organization to promote their items through various digital platform as social
media, SEO and mobile apps.

Illustration 3: happy egg day
source 10 Essential Rules For Effective Instagram Marketing,2021
The above image is the campaign image for McDonald as they organized their
campaign with their product which is egg burger. They also used tag line to promote
their campaign as egg day. The model they have used to promote their campaign is
AIDA model which has four components as awareness, interest, desire and action.
McDonald company has been using digital media platform to promote their product.
Awareness:
McDonald company creates an awareness of their product on social media as
they remind everybody that they have celebrating egg day. Their strategy is to promote
their campaign works well because of digital media technology as many people are

connected to the digital media platform which helps the company to develops more
customers for their product (Minculete and Olar, 2018).
Interest:
Interest is something which have been shown by the people for particular thing.
As for the McDonald company they have already creates an awareness about their egg
campaign which develops interest in customers from across the world. It will be
beneficial for the company for their growth.
Desire:
Desire creates an emotional attachment towards the services and product. For
McDonald company they have already marked their campaign's date for the customers
their attractive marketing develops desire in their customer for their product. Their
product's digital marketing develops a hype or desire in their customer.
Action:
Action describes how customers develops desire to but company's product. It
builds the relation between customers and company as customer buys their product and
company serves their services for McDonald company they have already created a
desire in their customer about their product therefore their customers are attracted
towards their product and take action as to buy their product.
Effectiveness of social media content
Social media content allows businesses to reach their targets as they are cost
effective through which companies can easily promote their products to attract the
number of customers. It provides big platform to anyone who wanted to start their
career on social media. Social media has platform that build effective communication
between consumers and organization. It helped the organization for their brands to
being noticed by large number of audience across the world.
Cost effective marketing:

As for the social media it offers wider platform to anyone who can initiate their
career with. Social media marketing is usually cost effective so there is no requirement
for big investment and also it is easily accessible to everyone. Therefore, organizations
are taking route of social media to increase their brand value.
Develop the brand image:
For every organization their brand values matters the most for the productivity of
their organization. Social media is becoming the voice of organization as it allows them
to reach out their voice to large number of audiences (Vinerean, 2017).
Better insight view for people:
Social media allows organization to track their potential loyal customers so that it
will be helpful for them to increase their company's productivity. By enabling cookies
they got to know about their customer whom they have to serve their services.
CONCLUSION
It is summarised from the assignment it is evaluated that digital media or online
marketing offers a large scope to anyone. Digital media platform are main source for the
organisations to promote their product as it provide large number of opportunities to
organization. Through social media marketing organization could increase their brand
value. With social media and digital media marketing organization can reached to large
number of customers who attract towards their product by attractive marketing
campaign of their product. Organization used models to promote their product as it
developed desires in their customers towards their product. Therefore, social media and
digital marketing plays an important role for any business.

REFERENCES
Books and Journals
Desai, V., 2019. Digital Marketing: A Review. International Journal of Trend in Scientific
Research and Development, pp.196-200.
Paranjape, S., 2018. Role of Digital Marketing for Developing Customer
Loyalty. Sansmaran Research Journal, pp.1-7.
Stojiljković, A., 2019. The impact of social media marketing on customer relationship
development. Journal of Process Management. New Technologies. 7(3). pp.41-48.
Vinerean, S., 2017. Importance of strategic social media marketing.
Hanson and Kalyanam, 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Deepak and Jeyakumar, 2019. Marketing management. Educreation Publishing.
Grewal and et.al, 2020. The future of technology and marketing: A multidisciplinary
perspective.
Appel and et.al, 2020. The future of social media in marketing. Journal of the Academy
of Marketing Science. 48(1). pp.79-95.
Hole and et.al, 2018. Service marketing and quality strategies. Periodicals of
Engineering and Natural Sciences (PEN). 6(1). pp.182-196.

Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital
marketing. In International conference Knowledge-based organization (Vol. 24,
No. 2, pp. 63-69).
online
Zara,2021.[online].accessed
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