BMP3006 Practical Digital Marketing: Theory & Examples Portfolio

This report explores the significance of digital and social media marketing in contemporary businesses. It begins by defining marketing, the marketing mix (including the communication mix), digital marketing, and social media marketing. It highlights the importance of these concepts for modern businesses, emphasizing enhanced marketing efficiency, direct customer connections, and global marketplace reach. The report further presents two real-world examples of successful social media content, analyzing the effectiveness of campaigns by Marks and Spencer and Airbnb, referencing established models like AIDA. It concludes by underscoring the value of social media in increasing customer engagement, providing valuable insights, and enabling cost-effective marketing solutions.