BMP3006: Digital & Social Media Marketing in Contemporary Business

This report provides a comprehensive overview of digital and social media marketing, emphasizing their importance in contemporary business. It begins by defining marketing and the marketing mix, highlighting the role of the communications mix. It further explains digital marketing tools like SEO and email marketing, and social media platforms such as Instagram and Facebook. The report includes examples of successful social media content from Marks & Spencer, justifying their effectiveness based on consumer control, satisfaction, and brand building. The conclusion reinforces marketing's crucial role in building profitable customer relationships through effective campaigns. Desklib provides solved assignments for students.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:
Contents
Introduction 1
0

Part 1 p-p
Explanation of marketing p
An explanation of what the marketing mix is and where the
communications mix fits p
An explanation digital marketing p
An explanation of social media marketing p
An explanation of why digital marketing and social media
marketing are important to contemporary businesses p
Part 2 p-p
Two examples of social media content that really work and
justification of why they work p
Screen shots of effective campaigns with reference to established
models and standards for digital marketing p
Why social media content is effective? p
Conclusion p
References p
1

Introduction
Marketing is an activity that includes promoting the market offerings of the business
to the final prospects. In order to promote the marketing objectives of the business it
is important to have effective marketing campaign which involves consideration of
different factors such as promotion, sales, research and development, finance in
order to build a successful marketing campaign. Marketing is an important business
activity that helps to reach out to the prospects. With the growing technological
advancement digital marketing tools approaches are replacing traditional marketing
approaches. This report talks about definition explanation of marketing, explaining
what is social media marketing, how social media marketing and digital marketing
helps the business, examples of social media content and reason why social media
is an effective approach (Bala and Verma, 2018).
Part 1
Explanation of marketing
As per the Chartered Institute of marketing, it defines marketing as a management
process that helps to identify, anticipate and satisfy the customer requirements
profitably that means marketing is the approach that begins with identifying customer
needs, evaluating tactics of meeting the customer needs, development of the
products as per the market demand, delivering marketing objective so that more and
more customer reaches out the company through the marketing activities, evaluating
effectiveness of the marketing campaign and establishing customer engagement to
enhance the profitability and sales margin. Marketing in true sense is to engage with
the customers in order to build profitable relationship. Marketing is a core functional
activity that benefits both customers and the business where the business can
acquire profitability and sales margin and customers can satisfy their needs by
getting desired product and services. Effective marketing campaign helps the
customer behaviour and maintaining strong customer relationship in a way to satisfy
their expectations. Marketing is not a sole activity it involves coordination with
different functional units of the business such as sales, finance, research and
development and others. Thus, it can be said that marketing is an activity that helps
to establish strong profitable customer relationship by rightly addressing their needs
and wants. Marketing involves different activities and approaches right from selecting
2

the right communication channel, analyzing the customer needs and preferences,
product development to post sales customer behaviour and business performance,
in all these activities marketing plays a very important role that enhances the pre-and
post-sales business activities. brand identity and recognition in both domestically and
international marketplace (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019).
An explanation of what the marketing mix is and where the
communications mix fits
Marketing mix is determined by an integration of factors which involves people, price,
product, process, physical distribution, place and promotion. Marketing mix helps to
determine effective marketing objectives and shape marketing campaign that best
suits the organisational objectives and customer needs. Furthermore, marketing mix
is discussed below:
 Price: Price is the monetary amount set by the business that acts as a
medium of exchange when business delivers products and services to the
customers. Price is an important aspect which is a pathway for business for
earn revenue.
 Place: Place is the point of sales which the business uses to exchange its
market offerings. Business uses place as physical outlets or even online
business presence.
 Promotion: Promotion is the core elements of the marketing mix which
involves delivering the marketing message to the ned customers and
influencing the purchase behaviour of the customers so that they are driven to
purchase the offerings of the company (Girchenko and Ovsiannikova, 2016).
 Product: Product in the marketing mix is defined by the offerings that the
company delivers to the final prospects. Product can also be called as
offerings that the business delivers as exchange with the customers which in
return to earns revenue.
 People: People in the marketing mix is determined by the stakeholders
associated with the business.
 Physical evidence: Physical evidence includes products, physical outlets
which are associated with the business and everything that have physical
existence.
3

 Process: Process is determined by structure and technique that the business
uses to operate the business activities and marketing objectives.
Communication mix links with the marketing mix as with the help of communicational
mix the business delivers marketing message to the end prospects. Communication
mix helps to determine the communicational channel that acts as a medium of
interacting and engaging with the final prospects. Businesses uses communication
mix by rightly shaping the marketing message and ways to engage with the targeted
customers to deliver effective communicational message to the final prospects.
An explanation of digital marketing
Digital marketing is simply defined by delivering the marketing message via internet
platforms. With the increasing reliance over internet platforms, the traditional
measures of marketing are being replaced by the digital platforms. Digital marketing
tools are discussed below in brief:
Search engine optimisation: Search engine optimisation is approach of customising
the search results by collaborating with search engine providers in order to influence
the customer purchase behaviour and promote the products and services of the
business. Example: Google is one such example of search engine providers wherein
the business can use SEO to promote its marketing offerings via internet platforms,
as when the customers uses search engines the digital advertisements of the
business pops into the screens of the customers, this way search enhance
optimisation helps to promote the brand of the company (Goldfarb and Tucker,
2019).
Email marketing: Email marketing is a digital marketing tool wherein business uses
email is a medium of communicating with the final prospects. Example: Google
Emails is one such platforms wherein the businesses makes one-on-one
communication with the selected customers. Businesses sends customised emails to
the customers and deliver the details of the marketing message to the customers
(Herhausen and et.al.,2020).
An explanation of social media marketing
4

Social medium marketing is one such digital marketing tool wherein businesses
engages with the customers using social media platforms. Some examples of social
media platforms are Instagram, Facebook, Twitter LinkedIn, YouTube. These are
discussed below in brief:
Instagram: With millions of people using Instagram as a platform to make social
connections with people worldwide. Instagram has become an ideal platform for
businesses to find millions of customers at one place. Businesses uses Instagram to
promote and engage to the large number of customers to advertise the brand of the
business.
Facebook: Facebooks is also one such social media platforms similar to Instagram
wherein the businesses uses it to deliver marketing objectives and promote the
brand of the business. Facebooks also includes analytical tools to measure the
effectiveness of the digital marketing campaign and Facebook marketplace wherein
the business can even sell the products and services to B2B and B2C customers.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
With growing technological advancement, digital marketing has become one such
tool wherein the businesses can use digital marketing in order to promote the market
offerings of the business via internet platforms. The importance of the digital
marketing platforms is also growing as everything is going digital wherein even small
transactions such as buying vegetables are done through digital platforms.
Businesses uses digital marketing platforms that helps to reach out the large
customers within a short span of time and save unnecessary business cost and
expenditure on advertisement activities.
Social media platforms has also grown important in recent years, with the help of
social media platforms the business can communicate with one-on-one to the
customers, can get quick response of its marketing message, effective way of
reaching out the customers, the business can also customize its message by
focusing on building a social relationship with the customers, the business can
respond as per the social characteristics such as lifestyle pattern that can enhance
the brand goodwill of the business in domestic as well as international platform
(Piñeiro-Otero and Martínez-Rolán, 2016).
5

Part 2
Two examples of social media contents that really work and justification of
why they work
Social media content is an effective tool of digital marketing, taking examples from
Marks & Spencer which is the International retailer based out of London, UK. It
delivers varieties of services and products such as apparels, food services, banking
services, flowers, beauty products, home improvement tools (Saura, Palos-Sánchez
and Cerdá Suárez, 2017). The social media content used by the Marks & Spencer to
promote its brand of food services, discussed below:
Brand 1
“M&S Christmas Food”: M&S Christmas food is all about delivering cakes, drinks
bread and other food items so that the customers are able to celebrate the season of
Christmas and cherish their experience by taking the food services of Marks &
Spencer.
The company uses Instagram as a social media platform as it has more than 17
million followers. Instagram becomes one of the ideal platform for the business to
engage with millions of its customers by delivering marketing messages. In this
marketing campaign that the business is promoting its Christmas food services
where in the customers are given numerous choices of starters, main courses,
deserts so that the customers. The business promises to deliver quality food
6

services and choices in order to enhance the experience of the customer in the
occasion of Christmas.
Brand 2
“This is just not food; this is M&S food”: Marks & Spencer delivers the marketing
message and brand awareness to the customers, the customers can experience
wide choices of food with natural and organic ingredients without compromising the
taste of the food.
In the brand message the company delivers the idea differentiated products at
exclusive ranges of supreme quality which is not offered by any other brand in the
market place.
Why social media content is effective?
Social media content is effective as it is the most powerful and strong marketing tool
that any business can use to reach out large number of customers with just a click,
furthermore, the effectiveness of the social media content can be discussed as
below in brief:
Consumer in control: The business can control the consumer reach by delivering the
message only the specific set of customers or defining the number of target
customers who the business actually wants to deliver the marketing message, one
7

such tool is email marketing wherein the business can directly communication to the
selected consumers (Sawicki, 2016).
Satisfaction: Satisfaction is another social media benefit they went to both
consumers and the business, where in the consumers are satisfied by meeting the
expectations and the needs of the offerings delivered by the company, the business
is also satisfied by reaching out the large number of customers in short span of time
with limited or even no cost involved, quick responses from the customers.
Builds a brand: The effective marketing campaign also helps to build a brand image
that helps to develop curiosity in the minds of the customers, enhance sales and
profitability, business growth and shared experience of happy customers.
Conclusion
In the light of the above discussion, this can be stated that marketing plays a crucial
role for building profitable relationship with the customers and engaging with them
with effective marketing campaign. Marketing covers the overall business objectives
right from enhancing profitability and sales margin, enhancing business process and
brand identity, product diversification and new product development ideas and
benefits the business to build and growth in the market place. Digital marketing has
replaced traditional marketing approaches. Digital marketing involves delivering
marketing message and establishing strong consumer engagement via internet
platforms, this also includes digital marketing tools such as social media marketing,
email marketing, search engine optimization and others.
8

References
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D.
Verma (2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering. 8(10). pp.321-339.
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research
challenges in digital marketing: sustainability. Sustainability. 11(10). p.2839.
Girchenko, T. and Ovsiannikova, Y., 2016. Digital Marketing and Its Role in the
Modern Business Processes. European Cooperation. 11(18). pp.24-33.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics
of Marketing (Vol. 1, pp. 259-290). North-Holland.
Herhausen, D. and et.al.,2020. The digital marketing capabilities gap. Industrial
Marketing Management. 90. pp.276-290.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—
basics and actions. In MBA (pp. 37-74). Springer, Cham.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L. M., 2017. Understanding the
digital marketing environment with KPIs and web analytics. Future
Internet. 9(4). p.76.
Sawicki, A., 2016. Digital marketing. World Scientific News. 48. pp.82-88.
9