An Analysis of Digital & Social Media Marketing in Modern Business

This report explores the significance of digital and social media marketing in contemporary business. It defines marketing, marketing mix (including the 4Ps), and communication mix, highlighting the fit of communication mix within promotion. The report details digital marketing and social media marketing, emphasizing their importance in engaging customers and cost-effectiveness. It includes examples of social media content, such as videos and blog posts, and analyzes effective campaigns like Lush Cosmetics' #SwishUponAStar and Coors Light's #CouldUseABeer. The RACE model (Reach, Act, Convert, Engage) is discussed as a key framework for digital marketing. The report concludes by underscoring the effectiveness of social media content in attracting customers and enabling direct interaction, ultimately driving business growth. Desklib offers more resources for students.

The role of digital
marketing and social
media marketing

Table of Contents
Introduction .....................................................................................................................................1
Main body........................................................................................................................................1
Task 1...............................................................................................................................................1
What is marketing...................................................................................................................1
What is marketing mix and where communication mix fits...................................................2
What is digital marketing.......................................................................................................3
What is social media marketing.............................................................................................3
Explain the importance of digital marketing & social media marketing in contemporary
business...................................................................................................................................3
Task 2...............................................................................................................................................4
Social media content...............................................................................................................4
Effective campaigns...............................................................................................................4
Discuss why you think the social media content is effective.................................................7
Conclusion.......................................................................................................................................8
References ......................................................................................................................................9

Introduction
This report will assist in better understanding the concept of social media and digital
marketing. Both will assist company in effectively promoting their products and service. It is
consider as an component of marketing which will effectively utilize through internet & various
digital technology such as computer, smartphones, and various other digital media tools that will
help in effectively creating awareness about their products and services (Chang, and et. al. 2018).
Another important concept is social media marketing which will assist an organisation in better
interacting with their customers. In other words it is an another platform for promoting products
& services. It is consider as a best tool as because now a days customers are more active on
social media which will assist company to effectively interact with a large range of customers.
This report will include a the concept of marketing, communication mix, digital marketing,
social media marketing, 4ps included in marketing mix. Other than this it will include
importance of social media marketing in contemporary business. This report will include two
examples of social media content and also include effective campaigns & include the concept
why social media marketing is important.
Main body
Task 1
What is marketing
According to Philip Kotler, It refers to the science and art of exploring, creating and
delivering values which assist in effectively satisfying the needs and wants of of their target
market at a profit. It will help company to better identify the needs of their customers and
provide products and services according to their requirement which satisfying them most. In
other words marketing will include different activity and process of effectively communicating,
and delivering various offers which will add more values to their customer. Marketing will play
an essential role in the troth and success of an organisation. By effectively conducting the
marketing activity an organisation is able to successfully achieve their organisation goal and earn
higher profitability (Elisabeth, 2018).
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What is marketing mix and where communication mix fits.
According to Principles of marketing, Kotler & Armstrong, it refers to a tool or a set of
tactical, which will include product, price, promotion and place. These tools are widely used by
marketing professionals in all organisation. It is also known as 4Ps of marketing, which is
mention below:
 Products- It refers to the offerings which are offers by a marketer to its target audience
which will satisfying the needs & wants of their customers most. A product can be
tangible goods or a intangible services. For success of an organisation it is very important
that an organisation produce goods & services according to the needs & wants of their
customers or after conducting a proper research on customers preferences.
 Price- It refers to the amount which is charged by the marketer in exchange of their
products & services. In other words it is the amount which is paid by the customer for the
consumption of company products. It will play an essential role in determining the
profitability of company. It is analysis that marketer will require to set price according
top their target customers because any adjustment in price will directly affect demand &
sales of their products & services (Manish Patidar, 2021)
 Place- It is also known as distribution channel which means make available the company
product in the reach of customers. For success of any organisation it is not only important
that they will provide good quality products at a reasonable price but it is also important
that the product of company will be in the reach of their target customers.
 Promotion- This tool of marketing mix will represent various methods or tool of
communication which will assist an organisation or marketer to create awareness about
their goods & services and provide information about the availability of product in the
market. It will include various tools such as advertisement, personal selling and sales
promotion and so on.
Communication mix- It will include various kind of tools that is used by an organisation
for effectively communicating with their target customers. These tools can be advertising, social
media, direct marketing, events and so on. From above discussion on various factors of
marketing mix it is analysis that communication mix will fit in promotion. As main objective of
both the concept is to communicate to their customers bout the availability of company product
in market (Fox and et. al. 2018).
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What is digital marketing
According to Chartered Institute of marketing, it refers to a management process which is
responsible for effectively identifying, anticipating and satisfying the requirements of their
customers. This type of marketing will effectively use digital technology & internet based
technology or devices which help company top effectively achieve their goal. In other words it is
also known as direct marketing as because it will directly links consumers with sellers
electronically with the help of interactive technology such as emails, websites, mobile
communication and so on (Rob Thompson, 2019).
What is social media marketing
According to (Adam Hayes, 2018) It refers to a tool which is used by an organisation for
effectively marketing their products and services. They will use social networks & social media
tools for promoting their products. It will assist an organisation to effectively engage with its
potential customers and reach to a large range of customer by promoting their culture, mission.
Various tools of social media marketing which are used by an organisation are Instagram,
Twitter, Facebook and so on (Jain, 2019).
Explain the importance of digital marketing & social media marketing in contemporary business.
This type of business is also known as modern business. Here the word contemporary
means belonging to the same period of time. It is analysis that both the concepts will play an
crucial role in this type of business. Various importance are mention below:
 Engaging customers- It is analysis that both the digital marketing social media
marketing are the best tool for enhancing the interaction and engagement of a large range
customers. Better engagement with customers will help business to achieve customers
loyalty van (Luttrell, 2018).
 Cost effective- It is analysis that social media marketing is the best and most cost
effective tool of promotion now a days. It is analysis that now a day customers are more
active on social media and use digital tools so it is very easy for company top effectively
promote their product.
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Task 2
Social media content
The term social media is defined as the process of creating unique and attractive content
in order to attract large number of customer through posting those content on the various social
media platforms, the marketing manager post the creative content about the product and services
or about the brand on various social media platform in order to attract large number of customers
(Nanda, Pattnaik, and Lu, 2018). The content marketing is one of the most emerging form of
marketing tools which allows the marketing manager to attract large number of customers
effectively. The content written about the product and services or about the brand is mostly
posted on various social media platforms attracting large number of customers effectively. There
are number of social media platforms included in to post the content such as Facebook,
Instagram and twitter, these platform are the major focus of the company because of the
increasing usage on theses platform among the customers. This allows the marketing manager to
easily interact and connect with the potential or target customers effectively. There are number of
examples that are present of social media content that can be used such as written post, videos,
electronic books, images and so on, out of these the most used examples are highlighted below:
Videos: The video making is one of the most common form method used by the users,
where the content is made in the form of videos in order to attract large numbers of customers
effectively. It is analysed that the video drives around 82% of total network traffic, live video
related to the content is shared on various platform in order to attract large number of customers.
Articles and Blog post: Another example of the content marketing is the articles and blog
post, under this a detailed blog is written about the company including all the details and feature
in order to make consumer aware of the products and services effectively (Rodriguez-Moran,
2020).
Effective campaigns
Lush Cosmetics' #SwishUponAStar
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(#swishuponastar, 2020)
In the year 2020 the Lush cosmetic company launched a campaigns named as
#swishuponastar, this campaign was started in order attract large number of customers through
providing them a trip to the Lush factory for the two. The users were asked to post attractive
picture of piece of bath bomb art, tagging the Lush with hashtag #swishuponastar, and then the
company will chose the best winner.
Coors Light: #CouldUseABeer
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(#CouldUseABeer campaign, 2020)
In the year 2020 a campaign started by the Coor Lights company named
#CouldUseABeer this campaign aimed at attracting large number of customers through offering
around six packs to anyone twitting on the twitter mentioning a specific and catching reason, this
campaign started after a old age women posted a photo with caption asking for a beer, this
attracted a large number of customers.
Models and standards for digital marketing
There are various models of digital marketing that can be used by the marketing manager
in order to 7unbderstand the concept of digital marketing and enhance the perfoprmance of the
business effectively. In order to understand the concept of digital marketing the RACE model is
taken into consideration as highlighted below:
RACE Model: This is one of the most essential model used by the marketing manager,
in order to attract large number of customers effectively, this model allows the marketing
manager to plan and handle their activities in more effective manner. The RACE stand for
Reach, act, convert and engage. The detailed analysis of this model is highlighted below:
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Reach: This will define that create an effective awareness about product & services
between their target customers and successfully reaching them through various available social
media platform such as Facebook and Instagram.
Act: Once the marketing manager reach the potential customers the next is interacting
with them, the marketing manager uses different platforms of social media for successfully
interacting with their target customers.
Convert: Under this step the marketing manager uses various marketing tools and
techniques to influence the customer to make the purchase decision through online or offline
mediums (Feng, Chen and Kong, 2020).
Engage: under this step the marketing manager focus on building strong and long term
relationship with their target customers through regularly interacting and engaging with them
effectively.
Discuss how social media content is effective
It will plays an very essential role in attracting large number of customers and making
them aware of the goods & services through using various social media platform such as
Facebook and Twitter. Content is require to be creative & unique post or blog written mentioning
the features and qualities of the product and services in detailed which allows marketing manager
to attract large number of customers, with increasing use of various social media platform among
the customers large number of companies are moving towards this platform to attract potential
customers and directly interact with them. The social media content allows the marketing
manager to attract large number of customers and due to the large number to users available on
these platform the business organisation can directly interact and connect with their customers
which helps company to increase their customers base and enhance their profitability and
productivity (Yee, and et. al. 2021).
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Conclusion
From above discussion on this report it concluded that both digital nd social media markting
will plays an very essential role in attracting large number of customers and making them aware
of the product and services through the use of different available tools. This report will assist in
better analysing the concept of marketing and various available tools or platforms which will
assist an organisation to better identifying their customers needs and requirements. It is analysis
that social media content will assist an organisation in effectively attracting their potential or new
customers towards company products. Other than this through an effective campaign company
will Crete an effective brand image in market.
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References
Books and Journals
Chang, H.L., and et. al. 2018. Will firm's marketing efforts on owned social media payoff? A
quasi-experimental analysis of tourism products. Decision Support Systems. 107. pp.13-
25.
Elisabeth, E., 2018. Analisis dan Perancangan Model Digital Marketing Pada Universitas Atma
Jaya Makassar. TEMATIKA, Journal of Informatics and Information Systems. 6(1).
pp.9-16.
Feng, Y., Chen, H. and Kong, Q., 2020. An expert with whom I can identify: The role of
narratives in influencer marketing. International Journal of Advertising. pp.1-22.
Fox, A.K., and et. al. 2018. Selfie-marketing: exploring narcissism and self-concept in visual
user-generated content on social media. Journal of Consumer Marketing.
Jain, V., 2019. Digital Marketing Approaches for Generation Y to Position PhD or FPM
Program. In New Age Admissions Strategies in Business Schools (pp. 294-309). IGI
Global.
Luttrell, R., 2018. Social media: How to engage, share, and connect. Rowman & Littlefield.
Nanda, M., Pattnaik, C. and Lu, Q.S., 2018. Innovation in social media strategy for movie
success: a study of the Bollywood movie industry. Management Decision.
Rodriguez-Moran, M., 2020. Emotional Connection: The Importance of the Brand Voice in
Social Media for Global Growth. In Digital and Social Media Marketing (pp. 305-312).
Springer, Cham.
Shields, A.B. and Peruta, A., 2019. Social media and the university decision. Do prospective
students really care?. Journal of Marketing for Higher Education. 29(1). pp.67-83.
Yee, W.F., and et. al. 2021. How does social media marketing enhance brand loyalty? Identifying
mediators relevant to the cinema context. Journal of Marketing Analytics. pp.1-17.
Online
(Manish Patidar, 2021). [Online] Available through
<https://www.enotesmba.com/2013/03/marketing-notes-marketing-mix.html>
(Rob Thompson, 2019). [Online] Available through <https://trendjackers.com/what-is-digital-
marketing-digital-marketing-defined/>
(Adam Hayes, 2018). [Online] Available through
<https://www.investopedia.com/terms/s/social-media-marketing-smm.asp>
Coors Light #CouldUseABeer Ad Campaign, 2020. [Online] Available through
<https://www.projectdigital.org/coors-light-coulduseabeer-ad-campaign/>
Lush Cosmetics' #SwishUponAStar, 2020. [Online] Available through
<https://www.socialreport.com/insights/article/360020336852-The-Top-5-Holiday-Social-
Media-Campaigns-of-All-Time>
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