BMP3006: Digital Marketing - Theory, Examples, and Campaigns

This report provides a comprehensive overview of digital and social media marketing, exploring the core concepts of marketing, the marketing mix, and communication mix. It defines digital and social media marketing and highlights their importance to contemporary businesses. The report then presents two real-world examples of social media content from companies like Prada and Unilever, analyzing their effectiveness. Furthermore, it examines a successful digital campaign by Nestle, referencing the AIDA model. The report concludes by discussing the effectiveness of social media content in brand promotion and customer engagement, offering valuable insights for students studying digital marketing. The report is based on the assignment brief provided by a student for their Practical Digital Marketing module, demonstrating the practical application of digital marketing principles.

THE ROLE OF DIGITAL
MARKETING AND SOCIAL
MEDIA MARKETING
THOERY AND EXAMPLES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART1.............................................................................................................................................3
Marketing ....................................................................................................................................3
Marketing mix and communication mix......................................................................................3
Digital marketing.........................................................................................................................4
Social media marketing ...............................................................................................................5
Importance of digital marketing and social media marketing to contemporary businesses........5
Part2.................................................................................................................................................6
Social media examples of two companies...................................................................................6
Effective campaign with reference of established model and standard of digital marketing .....8
Social media content....................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
The social media is one of the key aspect in the digital marketing as this is efficient to
reach to millions of audience in few movements (Nahili and Rezeg, 2018). This also assist to
remain connect with the customers and also create awareness of brand in customers and other
interest audience. This report will evaluate the marketing, marketing mix concept with
communication mix and digital marketing. Further two examples of social media content and
one campaign which is designed with particular model.
PART1
Marketing
According the marketing institutions, marketing refers to the methods and process help to
promote the goods and services to the segmented people (Vinerean, 2017). With the help of
marketing any organization become more popular and famous in the marketplace. Basically any
organization uses to perform marketing because this assist in coherence in expected of the buyer
and the product offered to them in the market.
There are different choices available for the customer to purchase their require item as
different companies are offering same kind of product with different style. Their sales is totally
depends on their attractiveness and which type of convenience they provide to the customers.
The buyer of any businesses are the priority as they are only the person who uses to invest their
money. For marketing the companies promote and advertise the products and services in creative
way to attract the customers. Marketing function is the only one who aware the customers about
the brand and its products.
Marketing mix and communication mix
Every business organization have their target to achieve and for that they have different methods
and tool to be used with marketing objectives to accomplish all of them (Saura, Palos-Sánchez
and Cerdá Suárez, 2017). With the help of marketing mix tool the marketing objectives of the
company can easily fulfil. There are basically four main P's of marketing mix these are:
Product: the product is defined as the commodity which is developed to sale in them market in
return of respective money value.

Price: this is the cost of the commodity which is being sold in the market. The businesses uses to
fix their price as per the approach they use in the businesses.
Place: the area and chain through which products and services of the company are distributed in
the market.
Promotion: the promotion means aware segmented and targeted audience about the commodity
which is offered by the company (Saura, Palos-Sanchez and Correia, 2019).
There all main elements are kept in mind before performing marketing activities as when the
organization we make use of all this effectively then they will gain competitive benefits.
Communication mix
The communication refers to interaction of two or more people together to transfer some
specific information to one another. The organization can make use of this by promoting its
products to the customers. The communication mix is also connected with the process of
marketing mix because these both the mix are used together in every organization. With the help
of communication mix the buyer are aware of the strategy used by the company for its marketing
practises. For better marketing communication also must be efficient. When the organization use
communication mix then their potential and new customer understands the step organization has
taken in its marketing process (Al-Omari And et. al., 2018).
With the use of communication mix in marketing mix the relationship between customers
and organization enhances. The target is also achieved by make use of it and sales of
organization increases and business can gain maximum amount of money.
Digital marketing
The digital marketing is a tool of marketing to promote the goods and services which are offered
by business with the help of digital tools. This may includes digital platforms such as application
on cellphones, emails, websites and social media sites (Anjani, Irham and Waluyati, 2018). This
is a modern style to promote the products and services in the large market. This is one of the
cheapest and fastest process of marketing there are number of benefits of using the digital
marketing.

In the modern world maximum number of people are active on digital platforms, and they
also want that their brand also interact with them using the same. In these uses of technology is
higher to reach wider area people together.
Social media marketing
With the phase of time the technology I the number one factor through which
organization can take competitive advantages (Rėklaitis and Pilelienė, 2019). This is use to reach
the targeted audience, convey them about the business commodities so the social media is the
one the digital technology tool. The customers are directly connect with the businesses by
making use of this platform and businesses also able to analysis the customer choice and
preferences. They also provide all the product related information to the customers so that they
have no doubt with the products.
Social media marketing is very beneficial from the businesses because when the any
business make use of it then they not need to make any investment. The social media is totally
free for its user and customer also influence with this, so they will buy products more. They can
also share their review quickly with this organization also understand where they are lacking
behind and what they have to improve in their products. The most common and highly used
applications of social media are Facebook, Instagram, twitter, LinkedIn and many more which
are used by huge number of audience worldwide.
Importance of digital marketing and social media marketing to contemporary businesses
There are different tools in the digital marketing and social media marketing which can
be used as marketing purpose (Kanuri, Chen and Sridhar, 2018). The businesses can use them to
share products and services information in the form of image, videos and developing content to
attract the customers on which audience will mark like or dislike. Which show individual
perspective of all the people who are seeing the information share by businesses.
The uses of social media marketing is regularly increased because the majority of
population world is of youth, and they are highly active on social media. With the help of this in
the present time businesses can get competitive advantage. Digital marketing also help the
organization in present time because people also inspect the website of the brand of their

products. The emails are also use in this practise so businesses can provide their information with
the help of emails, television and the official website to engage the people in modern world.
Part2
Social media examples of two companies
PRADA
PRADA always comes in the market with new fashionable clothes so for the pandemic
period they are not organizing any seminars or some gathering because of spread of COVID-19.
The brand is promoting its products with the help of social media marketing so that people are
aware and know about the trends and fashion (Aladwani, 2017). This brand also have effective
and efficient presence on social media with its attractive post. In this example they also provide
product related information to the customer so that they will know about the brand clothes. In
Illustration 1: PRADA want to aware its customers on Instagram

this social media campaign PRADA is showing its vinage collection that is choice of many of its
existing customers so people are become aware with this and wiling to buy.
PRADA is using Instagram for social marketing because this application is one of the
most effective because it allows the user to add its creativity in its content. This is time efficient
practise the Instagram help the PRADA to reach all the targeted audience and the people who are
interested in the brand products. This is one of the cheapest source to promote the products
online and it provides different advantages to the businesses when they make use of it for
marketing purpose.
The Unilever is offering number of product internationally so in this post they are having option
for its customers to enter in VIP section to get better deals and offers. In this they will provide
some opportunities to its VIP consumers with providing their product as soon as possible, and
they also review of this customer on prior basis. With this many customers are aware of the
offers and deal available to the VIP buyer of Unilever.
Unilever have used Facebook for aware the customers for such a huge announcement
because this is effective application who can grab large number of targeted customers together.
The Facebook is used by large number of people globally so it becomes easy for the Unilever to
reach the targeted customers (Baum and et. al., 2019). The customers are also uses to follow the
page of Unilever so the information posted by the company will be directly viewed by
Illustration 2: Unilever is offering VIP option

customers. This social media platform is most suitable for any kind of company to aware the
customers and promote the brand as well.
Effective campaign with reference of established model and standard of digital marketing
For the determination of effective campaign which is being held using social media is done with
nestle in that they also make use of AIDA model (Kim, 2020). Nestle is having is creative page
on Facebook from long time back, and they are regularly posting the new product and different
campaign information. The targeted customers of Nestle is the people who are cared so here is
example of on of the Nestle successful campaigns.
The above campaign of Nestle is launched by using the standardized model of AIDA so
with the help of this campaign the people are attentive on Facebook on the Nestle page to check
Illustration 3: Nestle campaign for choosing a chunky champion

the further update and view all the information such as in this campaign nestle kit kat assist
people to choose one flavour out of this four and make their vote for same. Moreover, in this
people become more interested with the brand and its respective products vote and choose the
favourite one (Saura, Palos-Sánchez and Cerdá Suárez, 2017). The people become more
interested to choose the best out of this four and also suggest other about the brand products. In
this campaign people have highly chosen peanut butter flavour further the desire of this product
is created in the market by different kind of advertisements and promotional activities. Then they
provide the way to the interested people to acquire their chosen products for this they provide the
link to the official websites, third party pages who sales the products of the Nestle so that people
can easily buy the products.
Social media content
The social media is developed on the best tool in the international market for the
promotional practises as well as entertainment (Vinerean, 2017). With the help of these
businesses can easily track the choice and preference to enhance the brand awareness in the
targeted segment of the society. When the organization will produce the product which are liked
by people then they will get long-term customers. The social media usually add value to the
brand and also assist to communicate with the people. When brand share the information about
the new arrivals and any information related to products then it becomes easy for the customer to
read and understand with social media. They also quickly provide their feedback and reviews
regarding the products of that brand so that other people are also got aware about the quality of
the brand.
The probability of the brand and the product success and failure can be easily analysed by
social media content (Nahili and Rezeg, 2018). When people are highly engaged with the shared
information then the chance of success are maximum and when they are not interested with the
post then the product my fail in that market. This is easily used by all the people as well as
organization and promotional activities are done efficiently using this.

CONCLUSION
This report concludes that digital marketing and social media marketing help the
businesses to promote its products and services in the wider area. The marketing is use to aware
the audience about the products and services offered by brand. This also concludes that with
effective marketing mix and communication mix analysis business can preform its marketing
activities. Further more social media example help audience to know about the practises take nby
the company and successful campaign also assist customer for choicing the brand.

REFERENCES
Books and journals
Al-Omari, Z.S. And et. al., 2018. The impact of marketing mix elements on forming mental
images about Islamic banks in Jordan: An Empirical Study. OFFICIAL. 12. p.54.
Aladwani, A.M., 2017. Compatible quality of social media content: Conceptualization,
measurement, and affordances. International Journal of Information
Management. 37(6). pp.576-582.
Anjani, H.D., Irham, I. and Waluyati, L.R., 2018. Relationship of 7P Marketing Mix and
Consumers' Loyalty in Traditional Markets. Agro Ekonomi. 29(2). pp.261-273.
Baum, D., Spann, M., Füller, J. and Thürridl, C., 2019. The impact of social media campaigns on
the success of new product introductions. Journal of Retailing and Consumer
Services. 50. pp.289-297.
Kanuri, V.K., Chen, Y. and Sridhar, S., 2018. Scheduling content on social media: Theory,
evidence, and application. Journal of Marketing. 82(6). pp.89-108.
Kim, C.M., 2020. Social media campaigns: Strategies for public relations and marketing.
Routledge.
Nahili, W. and Rezeg, K., 2018, October. Digital marketing with social media: What Twitter
says!. In 2018 3rd International Conference on Pattern Analysis and Intelligent Systems
(PAIS) (pp. 1-5). IEEE.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Organizacijų vadyba: sisteminiai tyrimai= Management of
organizations: systematic research. Kaunas: Vytauto Didžiojo universitetas; Sciendo.
2019. T. 81.
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.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. Organizational
transformation and managing innovation in the fourth industrial revolution. pp.86-103.
Vinerean, S., 2017. Importance of strategic social media marketing.
1

2