Analyzing the Role of Digital & Social Media Marketing for Business

This report explores the significance of digital and social media marketing in contemporary business. It begins by defining marketing, the marketing mix (4Ps), and the communication mix, explaining their relevance in the digital age. It further elaborates on digital marketing and social media marketing, highlighting their cost-effectiveness, ability to enhance brand loyalty, improve customer engagement, increase website traffic, and boost SEO rankings. The second part of the report provides examples of successful social media content, such as impactful images, videos, articles, and blogs, and justifies their effectiveness based on consumer control, convenience, satisfaction, loyalty, cost reduction, brand building, and measurability. The report references established digital marketing models and standards and emphasizes the shift towards consumer-centric, convenient, and measurable marketing strategies.

Contents
Introduction 1
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 a process to engage with customers in order to increase the sale
and promote the brand image of company. The traditional marketing is through
promoting goods through face to face which include high effort to convert sales.
Whereas, modern marketing is very simple an easy to reach wide range of
customers that easily convert into sales (Melović, and et.al., 2020). In the present
report, it shows the explanation of marketing, marketing mix and communication mix.
Digital marketing and social media marketing and their importance of business.
However, second part shows social media examples of campaigns and models used
with effectiveness of social media content.
Part 1
Explanation of marketing
[CIM definition of marketing and one other – Define and explain]
Each product consumer purchase, every sore market consumer visit, all
message consumer receive a choice are made in society is being shaped as a
Marketing.
-CIM
Marketing is an action taken by companies for promoting and selling of goods
and service and also involve marketing research and analysis of market. It also helps
to know the behaviour of consumers and their demand or goods and service they are
looking in market (Appel and et.al., 2020). It aids company to promote their goods to
wider market and generate revenue from selling of good and service. Nowadays
there are various marketing strategies which are followed by company and majorly
used through online platforms.
An explanation of what the marketing mix is and where the
communications mix fits
[Explain 4Ps marketing Mix. Explain communication mix. Link how communication
mix fits to marketing mix.]
2

It refers to set of action that is used by company to promote its brand and its
products in market. The various Marketing mix content 4P's which include Product,
price, promotion and place.1. Product: It an item which actually being sold to customers to fulfil the
customer needs and wants. To gain the competitive advantage in market,
company's products need to be very differentiate and unique in market.2. Price: It is the price that consumers are willing to pay in market for a product.
These prices are set according to market condition and quality company is
offering is through valued based pricing (Grewal, and et.al., 2020).3. Promotion: this activity perform to bring knowledge in market about the
company and products they are offerings. This activity influence customer
towards company to use products and promote in market.
4. Place: It is a place where products are being sold by company where target
customers are looking for similar products. Company makes product available
to customers through various channels like whole sale and retail store.
Communication Mix fits for company where the actual customers are looking
for products and services that complete their needs and wants by offerings goods.
Customers are willing to pay for the product that are offered by marketer by
communicating with customers effectively that convert them into sales and generate
revenue from it.
An explanation of digital marketing
[Define digital marketing – two definitions and give examples.]
Digital Marketing is modern marketing technique which is used to promote good and
service through online. In today's world almost all business are dealing and
connecting with customers through online platforms only. This online platforms are
being used to used for promotion, market research and analysing the market
condition and consumer demand for products (Lahtinen, Dietrich and Rundle-Thiele,
2020).Marketing is being done through running campaigns which are used to
generate leads and later on convert into sales, promote brand name in market,
targeting audience which are looking for same products. Digital marketing is quite
more effective than traditional marketing concept which are based on physical
promotion. Digital marketing can promote brand in globally which covers national
and international market. It increases the market reach of company to promote
goods to other countries. It is also very cost effective method which is used by
company and include low cost when it compares to traditional marketing methods.
However, chances of converting lead into sales is very effective and have high
chances to convert as digital marketing methods are attracted audience towards
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themselves at a time of using the social media platforms or internet surfing. It
generates high revenue by selling more goods in large market area.
For example: Amazon is promoting their goods through various campaign run
through social media marketing. Or communicating with customer through Twitter.
An explanation of social media marketing
[Define social media– two definitions and give examples.]
Social media marketing is a part of digital marketing where social media
platforms are used in marketing of products and brand image to large network of
customers (Jayarathna, and et.al., 2020). These are usually to promote the brand
image and products company is dealing in. Social media marketing is done through
online platforms which are mostly used by customers and company promote their
products to target customers which have similar interest. These platforms include
Facebook marketing and Instagram Marketing which is basically used to promote
goods and service to target audience which have similar interest and looking for
same on internet, LinkedIn marketing which is majorly used to generate leads,
YouTube marketing for promoting videos or advertisement and many other platforms
like Quora and twitter. This e marketing cover the large areas of customers and
target only those customers which are had similar interest in goods. Companies
have various option in social media marketing which can be filtered according to their
needs. For example- demographic that promote products on specific area only,
specific age limit like 18-49 or selected gender like Male and female (Suh, and
Chow, 2021). For Example: Facebook marketing for engage with large audience,
LinkedIn used for generating leads.
An explanation of why Digital marketing and social media
marketing are important to contemporary businesses
[Why social media marketing is important to contemporary business? Why digital
marketing is important to contemporary business?]
The importance of social media marketing and digital marketing to contemporary
business are: Cost effective: This marketing method is very cost effective that save high
cost and time to promote goods and service in order to gain the competitive
advantage and cover wider reach of audience in minimal cost.
4

 Increase Brand loyalty: Through social media, brand loyalty increase in eye
of customers through connecting on social media and communicate frequently
with audience solve their doubts and quires ( Tuten, 2020). Engage customer: Through social media and digital marketing techniques,
customers are highly involved over the internet which help company to
engage with large audience and interact with them through online platforms. Increase Traffic: By using digital marketing tools customers are attracted
towards company website through providing backlinks of official website in
promotions of image and videos that increase traffic on company's website.
 SEO ranking: Through increasing in website traffic, SEO ranking is increase
in search engine through algorithm that keeps evolving and makes
trustworthy, valuable and credible (Low, and et.al., 2020).
Part 2
Two examples of social media contents that really work and
justification of why they work
There are many social media marketing content which include various types of
marketing strategies to attract the customer and convert leads into sales (Li, Larimo,
and Leonidou, 2021). There better communication makes the audience engagement
and makes strong connection between company and target customers. There are
many ways to attract customer towards company and include:
 Image or Video: It is most effective method which is used by company that
shows image and videos of products and brand that attract customer quick
and convert them into sales. Images are being used on Instagram post,
Facebook post and LinkedIn post to engage large audience which are
targeted by company. Image can posted in various manner like page story,
post, advertisement form like carousel form where images are being used to
promote the products (Lai, and Yu, 2021). These images are posted on
Facebook, Instagram and LinkedIn page majorly. On the other hand, videos
are ore likely to attract customers which are between 10 and 60 seconds
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(Jacobson, Gruzd, and Hernández-García, 2020). Videos show about the
product quality and benefits that attract customer toward company and
convert them into sales. Videos are being used through Facebook marketing,
Instagram marketing and majorly on YouTube.
 Articles and blogs: This type of marketing are mainly used to give details
about the products or company or may be future event that is conducted by
company. It helps to provide details to their target customer and attract
towards company that increase the engagement. It also increases the
customer value that company is offering on their products and services In
market. The blog post can be of anything like job posting, new products'
application. Whereas articles are being used to share the expertise and
provide with new updates of company is having (Shen, and et.al., 2020).
Social media platforms like twitter, LinkedIn, Quora is used to publish articles
and blogs.
Screen shot of effective campaign with reference to established
model and standard for digital marketing
6

Why social media content is effective?
[Consumer in control, Convenience, Satisfaction, Loyalty, Reduced cost, Builds a
brand, Measurable]
7

The process of social media marketing is being seemed quite effective compare to
traditional marketing. It helps company to put less efforts for marketing and
strategies are being made to increase the sales of company. The effectiveness of
social media marketing are:
 Consumer control: social media is a wider concept of marketing where
company can put their efforts to those customers who are related to their
products. The company control the customer through targeting specific target
group through age, gender and interested audience which are target to
promote their goods. The products are offered to only this customer who are
targeting audience of company (Saha,and et.al., 2021). This makes less
efforts and reduce cost by preparing budget only for the limited areas.
 Convenience: It is the easiest form of marketing where company can market
their product via online presence. The target customers can be more specific
and can be situated across the countries. A company can target customer
internationally through internet which make is quite convenient to promote
their goods and service to target customer. It saves high cost to consumers
which is the biggest advantage of company (Das, 2021).
 Satisfaction: the marketing tactics which are used by company to promote
their good to target customer create a level of satisfaction which improve
company's goodwill. Also, regular communicating with customer and
connected through online platforms make customer satisfaction towards
company and their products. It increases the sale of company and generate
high revenue through providing satisfaction.
 Loyalty: By connecting with customer very frequently, it brings loyalty
towards customers for company that increase the sales revenue. It also
increases the followers of company that is promoted by the customer side
through their online platforms which increase the lead generation of company
and chances of high sales by company (Wahid, and Wadud, 2020).
 Reduce cost: Social media marketing is quite effective techniques which is
done in low budget and engage with large audience through online platforms.
The cost incurred in social media marketing is low which is used to boost the
image or video post of company to larger audience. While, the traditional form
of marketing include various cost like travel, stay and meal which diminished
in the social media marketing. Hence, huge cost is saved by company through
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social media platforms.
 Build a brand: It crates brand image in national and international market of
company which is done through social media ad it is used globally. The
regular follow up, advertisement for brand name and their products are being
done very frequently by companies which build a brand image in market and
increase the knowledge of products in wider consumers (Mallipeddi and et.al.,
2021). It also helps company to aware consumers about the existence of
customers.
 Measurable: The company can measure the success of campaign which is
run by company to promote their goods and services. The company can use
Social media insights to know the behaviour of cos users and other details
available on insights (Liu, Yildirim, and Zhang, 2021). It helps to measure and
analyse the data through social media platforms which is free for companies
by Instagram and Facebook. After measuring of insights, it aids to convert
leads into sales which help company to generate revenue.
Conclusion
The above report conclude that, marketing is an important process of generate
revenue for company, digital marketing is a trending process which include social
media marketing used by companies to generate revenue through online leads. It is
an emerging trend of marketing used by companies which help to engage with large
audience with minimum cost incurred (El Junusi, 2020). Hence, it very effective and
make the company to increase the sales and loyalty among customers.
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Testing the effectiveness of the commercial marketing mix in a social
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Tuten, T.L., 2020. Social media marketing. Sage.
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