BMP3006 Practical Digital Marketing: Digital Marketing Portfolio

This report provides an overview of digital marketing and social media platforms, discussing their importance in contemporary business. It begins by defining marketing as the interaction between business and the market, emphasizing the significance of effective communication. The report then explains the marketing mix and the communication mix, followed by an exploration of digital marketing, including search engine optimization (SEO), pay-per-click (PPC), social media marketing, email marketing, and display marketing. It highlights the role of platforms like Facebook and YouTube in promotion and discusses how they can be utilized for various marketing strategies. The report also includes examples of successful social media content and concludes by emphasizing the benefits and growth opportunities that digital marketing offers to businesses. This student-contributed document is available on Desklib, a platform offering study tools and resources.

PRACTICAL DIGITAL MARKETING

TABLE OF CONTENT
• Social Media Platforms
• Digital Marketing
• References

Social Media Platforms
Social media platforms utilize websites and applications to
communicate with others in informal manner. On these
platforms, one can find and share information which has
similar kind of interests. These applications allow users in
order to connect with each other with the help of creating
groups, location and networks. Two most famous social
media platforms within the society that are highly popular
among people are:

Facebook
• Facebook is an American online social media
and social networking service based in
California founded by Mark Zuckerberg.
Facebook is a social networking site that makes
it easy and comfortable for individuals to
connect with each other and share information,
pictures and feelings in written format with
family and friends through online mode. Today
Facebook is the world’s largest social network
which has more than 1 billion users worldwide.
• The application has been accessed from
devices which have internet connectivity such
as personal computers, mobile phones, tablets
and laptops.

YouTube
• Another famous platform is YouTube
which is the online video platform owned
by Google. Each day more than 1 billion
users watch YouTube videos and hundreds
of hours of video content has been
uploaded on YouTube server each minute.
The platform was founded by Steve Chen,
Jawed Karim and Chad Hurley.
• It provides video content streaming service
allowing users to share content via
channels focusing on various topics
including education, politics and hobbies of
an individual.

Contd. • Both the platforms i.e. Facebook and
YouTube is serving role of promotion
within the marketing mix which
focuses on delivering creative
promotional messages across to
customers which create causing short
term shifts in consumers and
distribution behaviour. It has been
evaluated that YouTube and
Facebook can be utilised as viral
marketing, influence marketing,
content marketing, affiliate
marketing, social media marketing
and displaying advertisements.

Digital Marketing
• It is also known as online marketing in order to promote
brands to connect with potential customers with the help of
using internet and other forms of digital communications. This
includes email facilities, social media, web based
advertisements, text, multimedia messages in order to use all
of them or even one from all of them as a marketing channel.
• Digital marketing utilises the web and online based resources
in order to reach out to the clients or consumers. In another
simplified terms it has been defined as using digital channels
in order to approach their potential customers to attract them
towards the business activities.

Search Engine Optimization
• SEO is utilised in order to filter market content to the users.
Content of marketing products has been filtered with the help
of using keyword, analytics and content. It is basically the
practice of increasing quality as well as quantity of website
traffic as well as exposure of brand with the help of non paid
search engines.

Pay Per Click
• This marketing tool is utilised in order to generate revenue
through clicks on paid basis with the help of paid
advertisements which are promoted with the help of search
engines based on keywords, relevance and search results. It is
basically an online advertising model in which an advertiser
pays the publisher every time an advertisement link is clocked
by any user.

Social Media Marketing
• This tool is use to market
important and useful content to
the consumers and users via
large social media channels in
order to build the brand image
in appropriate manner and with
an intention to raise awareness
and thus create a community.
YouTube is the most efficient
examples that describe the
social media marketing concept
in well organized manner.

E-Mail Marketing
• This tool is highly utilised in order to market awareness of
products and services to potential buyers within the society.
This marketing tool is used to send promotional materials in
digital manner among various consumers.

Display Marketing
• This is a strategy that has been used to display adverts in both
static as well as interactive manner with an intention of
drawing consumer’s attention towards the advertisement that
has been created by any company in order to attract more
potential buyers towards their business activities.

References
• Duffy, B.E. and Chan, N.K., 2019. “You never really know
who’s looking”: Imagined surveillance across social media
platforms. New Media & Society, 21(1), pp.119-138.
• Kircaburun, K., Alhabash, S., Tosuntaş, Ş.B. and Griffiths,
M.D., 2020. Uses and gratifications of problematic social
media use among university students: A simultaneous
examination of the Big Five of personality traits, social media
platforms, and social media use motives. International Journal
of Mental Health and Addiction, 18(3), pp.525-547.
• Kannan, P.K., 2017. Digital marketing: A framework, review
and research agenda. International Journal of Research in
Marketing, 34(1), pp.22-45.