Analyzing Digital Marketing: Social Media Content Effectiveness

This essay delves into the realm of digital marketing, emphasizing the pivotal role of social media in contemporary business. It elucidates core marketing concepts, including the marketing mix and communication strategies, while highlighting the significance of digital channels like search engines, social media, email, and websites for targeted and measurable marketing efforts. The study showcases effective social media content examples, such as contests, giveaways, and videos, and analyzes successful digital marketing campaigns using models like AIDA. The essay underscores the importance of building an online presence, reaching a global marketplace, and fostering brand loyalty through strategic digital and social media initiatives, ultimately demonstrating how these approaches contribute to business growth and customer engagement. Desklib is a valuable resource for students seeking further insights and academic support in this dynamic field.

Digital Marketing

Table of Contents
Introduction .........................................................................................................................................3
Part 1.....................................................................................................................................................3
Concept of marketing.......................................................................................................................3
Concept of marketing mix and where the communication mix fits ................................................4
Concept of digital marketing...........................................................................................................5
Concept of social media marketing.................................................................................................5
In contemporary business the importance of digital and social media marketing...........................6
Part 2 ....................................................................................................................................................6
Two examples of social media contents that really work................................................................6
Effective digital marketing campaign..............................................................................................7
The effectiveness of social media content.......................................................................................8
Conclusion............................................................................................................................................8
References............................................................................................................................................9

Introduction
With the evolution of technology in the economy the billions of people are connected
through internet which is becoming an essential part for daily lives and activities. The digital
marketing helps in revealing the objectives of marketing. The digital marketers leverages various
digital channels to connect with clients and potential customers. The digital channels helps in
collecting the data and in planning for marketing strategy (Albab, B. and Munandar, A.I., 2020)The
channels includes search engines, social media, electronic-mail, and websites. The term digital
marketing is used for targeted, measurable and interactive products and services of marketing by
applying digital technologies to get viewers and customers for their retaining. Through different
online channels the digital marketing helps in achieving marketing targets of the business. In the
study part one the marketing and communication mix is explained with marketing mix. In part two
the effective of social media marketing is explained and the importance of digital and social media
marketing.
Part 1
Concept of marketing
For the success of the organisation the marketing concept is very important aspect in the
economy. The process of marketing helps in getting the right goods and services to correct
customers on right time, place and price by using the right promotional techniques. The concept of
marketing is about creating exchanges and related to satisfaction of the customers by determining
their needs and wants. The marketing is based on the principle of 'right' which focuses on customers
wants and needs to create marketing strategies so the gaols of organisation can be accomplished.
The will power of the consumer wants is involved in marketing which build long term relationship
by providing value to customer. The marketing is the functioning of the business related to the
purchasing and selling of the commodities between the manufacture to final consumer (Andreeva,
O.D. and Gililov, J.R., 2017)
To select the correct target market in the marketplace the activity of market assessment and
segmentation is done which recognise the consumer purchasing pattern and superior value is
distributed. In the modern era the marketing is related to the satisfaction of consumer rather than the
profit maximisation. The business has the growth in profit and sales with the help of marketing as
planning and decision making is done which also have the optimum utilisation of resources like
manpower, technology etc. it is a approach of consumer orientation which has the purpose of
creating customers by coordination managerial functions known as marketing mix. In accordance

with the authors the term marketing is overall networking system of activities connected to business
designed for planning, promotion and distribution of the wants to potential consumers fort the
satisfaction regarding products and services (Balusamy, B. and et. al., 2017).
Concept of marketing mix and where the communication mix fits
To gain the success in the field of marketing the policy of the marketing mix is adopted by
manufactures. The term marketing mix is the elements of marketing into a programme which is
used to describing the four inputs combination to constitute core marketing system of product, price
structure, promotional techniques and distribution system which also known by the name of 4Ps.
The marketing professor and author E. Jerome McCarthy established marketing mix in 1960. It
also comprise of other 3Ps of marketing mix by the name of process, people and physical evidence.
It is a complete part of marketing plan focusing on several areas.
 Product- It is the first element which satisfy the customer wants. In this the company
decides what to produce by determining customers needs. The physical product, brand and
packages, product services is combined in the marketing mix. The marketer has the
authority to make the modifications and additions in the product by taking decision in terms
of design, packaging, shape etc. to satisfy customers (Bismo, A. and Putra, S., 2019).
 Price- It is the second element which affects the sales volume. The purchaser asks for the
announce amount of money which is called basic price-valued placed on product. In the
pricing the manufacture can make the price alterations to attract the purchaser which can be
in the form of allowance or discount. The price for the product and services is fixed by
studying the demand, competition and production cost.
 Place- it takes into account the distribution mix for transferring of goods and services at
right time and place. In distribution mix the decisions are taken related to combination of
marketing channel, inventory control, storage facility, warehousing, location etc. The large
quantities is purchased by the intermediaries from producer which is provided to the
consumer at various locations. The place defines the point of sale with the distribution
channels of direct and indirect (Maheshwari, V and et.al., 2017).
 Promotion- It is the technique which the company uses to get known the product to
consumers. The organisation takes the activities of advertising, personal selling and
publicity to inform the product in the public which is persuaded by customers. In the public
the promotion is the persuasive communication regarding the product by the manufacture.
The promotion of product between the consumer defines why they want and why there is
need to pay a specific price.

 People- In the organisation they are essential for marketing as they provide the services to
the clients which requires the proper recruitment and training so that superior services can
be delivered to the clients. The organisation must finds the people who believes in the
product and service which is created by the business as there is chance of performing best
which enhances the efficiency and effectiveness in the company (Marin, A.C. and et. al.,
2018).
 Process- The company must ensure the process is well structured as to minimize the costs
and to avoid the mistakes so that customer value can be increased. In the company the
process is considered regarding the sales, payment system and distribution process so that
relationship with the customers and organisation is enhanced.
 Physical evidence- It is the concept of branding which states the physical evidence of the
services are delivered by purchasing the Goods and services. It comprises of physical
infrastructure, interior designing and layout with intellectual property and premises.
In accordance to this the communication mix is also known as promotional mix where the
information and method is exchanged among the companies to promote the product or application
of some techniques to provide data to the customers regarding the product. It could be said that the
communication mix fits in promotional of marketing mix perfectly for products and services by
using the promotional tools of advertisement, websites and digital marketing (Market, A.P.S., 2021).
Concept of digital marketing
In the modern day the digital marketing is large channel of system where consumers
research products by relying on digital means. The brand is promoted through online marketing as
to connect with the customers through the usage of internet and digital communication. In
marketing strategy of digital multiple platforms are used. The use of electronic media helps in
targeting the audience which is the important tool and method of digital marketing. The digital
channels are used to carry out the business produced items in the public which is in the form of
earned or paid. With the advancement in technology the internet operators has increased. The
companies construct the online marketing strategies and action plan successfully with the help of
digital marketing. The digital marketing works for the companies of B2B and B2C to help them in
taking long term decisions (Mekonnen, A., 2018).
Concept of social media marketing
It is a subset of digital marketing which is used in the manner of generating traffic on
websites to attract viewers, customers. With the help of social networking websites of Twitter,
Pinterest etc. the content is shared in the website of social networking related to information,

experience. The product of the organisation is promoted with the use of social media platforms and
websites. The sales increases, brand is build by connecting with the audience. The data analytics
services is build for evaluating the effort of achievement. The activities of posting images, texts,
videos and other content is included in the social media which makes audience motivated and their
commitment. The large customer base is obtained and maintained with the help of social
networking sites to run the companies. It is helpful for the growth of business. The social media
marketing assists the companies to get engaged with the customers and to promote the desired
culture and mission by reaching to new consumers. The behaviour of the consumer knowledge is
gained which creates the awareness, collection of information, purchasing decision in the public
through social media marketing (Mustika, M., 2019).
In contemporary business the importance of digital and social media marketing.
The importance of digital marketing are-
 The digital marketing helps in building the online presence which provides leads for the
product and services as most of the people spend time on internet.
 It is important as helps in reaching at global marketplace which makes the interaction with
the potential prospects in the market regarding the company products.
 The brand loyalty is increased with the help of digital marketing as the efforts of the
marketing response is tracked immediate.
The importance of social media marketing
 It is a cost effective advertising strategy as the accounts are created and sign-up can be
freely for all the social media platforms which helps in achieving high return on investments
(Mustika, M., 2019).
 The social media provides the best way of interaction with the customers on personal level
with the helps of social media platform as they already spend time their which helps in
gaining the attention of them and brand message is conveyed.
 The website traffic is increased with the help of social media as the quality content is shared
on the social account which also enlarges the brand awareness in the customers (Penny, T.L.,
2018).
Part 2
Two examples of social media contents that really work
In the business the social media marketing is perceivable doing in the formation of social

media content. The social media content describes the societal webs of Facebook, Instagram,
Twitter to discover the content of the companies. For the emphasis groups the content must be
trustworthy and suitable which is presented by the companies. The content on the social media is
provided to public through several tools-
 Contests and giveaways- In the social media channels the contest is held which increases
the supporters and satisfy them. The post is created which increase the appointment of new
followers by creating contest remark or heard from some family of relatives. In addition to it
helps in promotion of the products and services with the brand.
 Videos- In this era the 82% of web traffic is drive. The content is shared on the social media
channels in the options of stories, snap chat, YouTube, IGTV etc. the videos are uploaded to
reach to customers by informing the information regarding the brand (Sibarani, M. and
Putra, K.K., 2019).
Effective digital marketing campaign
The AIDA model is considered with the Marks and Spencer
This model is practised by the Marks and Spencer to present fresh clothing which is
established owned the kindness of the person in the Facebook. The expression of sports apparels is
represented and text information is offered to increase the benefit among the customers.
Verdant Leisure's post on social media of Instagram and Facebook.

In this post on Instagram the business is offering new and updates to the consumers and to
the followers by concerned with the appreciation. The appealing of more persons is more beneficial
and transformed into more prospective customers in the future.
The effectiveness of social media content
The effective of the social media content creates audience with the social posts which leads
generation and website traffic. The product and service of the company is recognised which creates
the brand loyalty. To share the opinions, ideas, information the network of social media like
Facebook, Instagram, upsurges the demand. A positive interaction is created with the online
presence which increases the large opportunities for business (Zhang, W. and et. al., 2018).
Conclusion
The above discussion helps in concluding that the internet in the digitalization has provide
vast opportunities of transferring and exchanging information anywhere with speed and easily. The
organisation gets the assistance through the use of technology in digital marketing. The social media
platform of social media marketing increases the presences which is noticeable by audience.

References
Albab, B. and Munandar, A.I., 2020. The role of youth in managing village-owned enterprises
(BUMDES) through digital marketing. In Managing Learning Organization in Industry
4.0 (pp. 279-282). Routledge.
Andreeva, O.D. and Gililov, J.R., 2017. Digital marketing for exporting chocolate to China. Russian
Foreign Economic Journal. (4). pp.41-54.
Balusamy, B. and et. al., 2017. Predictive Analysis for Digital Marketing Using Big Data: Big Data
for Predictive Analysis. In Handbook of Research on Advanced Data Mining Techniques
and Applications for Business Intelligence (pp. 259-283). IGI Global.
Bismo, A. and Putra, S., 2019, August. Application of Digital Marketing (social media and email
marketing) and its Impact on Customer Engagement in Purchase Intention: a case study at
PT. Soltius Indonesia. In 2019 International Conference on Information Management and
Technology (ICIMTech) (Vol. 1, pp. 109-114). IEEE.
Maheshwari, V and et.al., 2017. Digital marketing and the young consumer. In Young Consumer
Behaviour (pp. 188-207). Routledge.
Marin, A.C. and et. al., 2018. Digital marketing as a tool for innovation and business leverage.
Market, A.P.S., 2021. BAB 11 SEGMENTASI MARKET DIGITAL MARKETING. Digital
Marketing: Konsep dan Strategi. 1. p.231.
Mekonnen, A., 2018. Digital marketing strategy for affinity marketing: Utilising the new marketing
arena. In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools,
and Applications (pp. 87-105). IGI Global.
Mustika, M., 2019. Penerapan Teknologi Digital Marketing Untuk Meningkatkan Strategi
Pemasaran Snack Tiwul. JSAI (Journal Scientific and Applied Informatics). 2(2). pp.165-
171.
Penny, T.L., 2018. Basic Attention Token & Brave: Digital Marketing on the Blockchain.
Sibarani, M. and Putra, K.K., 2019. Determining the value driver of value-based management using
Du Pont extended formula in retail companies in digital marketing era. In Global
Competitiveness: Business Transformation in the Digital Era (pp. 113-118). Routledge.
Zhang, W. and et. al., 2018, June. Efficient Feature Selection Framework for Digital Marketing
Applications. In Pacific-Asia Conference on Knowledge Discovery and Data Mining (pp.
28-39). Springer, Cham.