BSc Business Management: Digital & Social Media Marketing - BMP3006

This report provides an overview of digital and social media marketing, explaining key concepts such as the marketing mix, communication mix, and the importance of digital channels for contemporary businesses. It includes examples of successful social media content and campaigns, referencing established models and standards. The report further discusses the effectiveness of social media content in engaging consumers and driving business growth, emphasizing the role of videos, blogs, and articles in providing relevant information and building brand awareness. The conclusion highlights the necessity of digital and social media marketing for businesses to enhance competitiveness and profitability.

BSc (Hons) Business Management with
Foundation
BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Submitted by:
Name:
ID:
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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
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Introduction
Marketing is the technique which is adapted in the workplace in regards of promoting
business and the commodity produce by the company with the objective of achieving
goals. The business invest a huge amount in marketing strategy in order increase the
sales volume and awareness of brand (Quix and van der Kind, 2019). This technique
include the various method of marketing like digital marketing and advertising or many
more. The content will explain the marketing concept, commercialism, digital marketing
and social marketing is discussed further it will include the media contents and
campaign, value of marketing will assistance in publicity of products.
Part 1
Explanation of marketing
this refers to the activity of organisation for upgrade and spreading the awareness of
the product in the market. It is the essential department with in the company which
assist in making a proper strategy of branding the company and increasing the sales
scale of the organisation (Rahman, and Ayaz, 2018).
In the words of Cundiff and still- “Marketing is the term used to describe collectively
those business functions most most directly concerned with the demand
stimulating and demand fulfilling activities of the business enterprise”.
Explain the marketing mix and their principles or how marketing
mix and communication mix are connected.
Marketing mix is the technique of analysing and assist the organisation to promotes
and branding the product and services of the company. In the words of Philip Kotler
“ the science and art of exploring, creating and delivering value to satisfy the
needs of a target market at a profit”. It consist a seven principles which are
described below.
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 Product – these are the commodity that are provided by the organisation in
order to sell them in market in return of profit and long term sustainability of
the business (Rahman, 2019). The concern continuously works on the
product by including creativity and quality so that more and more consumer
get attracted towards the organisation.
 Price – this states the valuation of the product on the basis of the production
and manufacturing cost in the organisation by adding the margin of the profit
in order to make them available in affordable cost so that more customer can
buy the product easily (Shimpi, 2018).
 Place – This is refers to the location where the business sell their goods in
market segment. By considering the demographic and geographic point of
view. The company places where they see the effective productivity for the
business.
 Promotion- This is method conducted by the firm in regards to promoting the
produced goods in the target market with the mind set of achieving the
organisational objective with the long term sustainability of the concern. It
helps in expanding the business in the wide areas.
 Process – this include the action and plans made in the institution to set the
proper strategy to sell the product or make them available in the marketplace.
 physical evidence – It consider a presence of product in the market. The
company uses the small outlets and the stores ton promote the goods and to
be the available for the customers in the market.
 People – it consider a target customers to whom the company targets in order
to reach them (Yuruk-Kayapinar, 2020).
Communication mix includes the method through business connects the consumers.
Such as social media, direct marketing, websites, events, exhibition, product
packaging etc.
Communication mix fits in marketing mix through these four components which
assist the concern in communication and building connection in market
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impressive. Merchandising plays a vital role in achieving objectives of the
institution, it also assist in increasing the economic scale and profit of the
organisation. While introducing the new product in marketplace the management
should previously identifies the requirements of the consumers and analyse that
according to needs the product is suitable or not. Communication is essential to
create a relationship between management and worker and it will assist in
completion of the mark. It is essential to plan so that improved goods can be
produce and in broad range.
What is digital marketing ?
Digital marketing is refers to the most famous method of marketing which involve
the utilisation of digital technology and online channels which helps in promoting
the brand image in the sight of public. In present time every company uses the digital
platform in order to promote the goods in market. It is very helpful technique of
encouraging the customer to purchase the goods online on a one click and for
business in motivating marketing team to do something creative that attract the
consumers.
It means promoting the thing by using current and modern technology such as
advertising, Facebook, and other websites. It is important in providing quality goods
and it grows the image of product by providing the detailed image of the commodity
to the user by involving the uses and positive effects of the ware. The plans were
made by the manager for attaining the objective of the company. This will assist in
create more profitability. It also give a improved methods by which selling of
commodity can be finish and creates positives impact in the eyes of the customers.
An explanation of social media marketing
This term refers to an effective manner to promoting the products in the market and
in order to introduce a new commodity in the market the company uses the social
media platform to understand the mindset of the consumers and their taste.
It includes the social media like Instagram, whatsapp, Facebook, and websites
etc. to promote the offers provided by the company. The marketing of the product
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assist the concern in making the effective the firm more effective business
promotions with the help of making products and services of the company.
Thus, the social media marketing is used by the most of the company In order to
reach the target consumers easily. Now days the local marketers also using this kind
of marketing in the terms of promoting their business in the marketplace. As of
consumer is earning for maintaining a standard of having a satisfied life they want to
invest in a good and quality product so they invest by researching online in varied
choices so in this consumer behaviour social media helps in understand the
consumer mindset with the feedbacks provided by the users. There are some
cultural media creature such as, twitter, Instagram and many other so that individual
can reach to the point easily.
Explain the digital marketing and social marketing are important
to contemporary business.
Digitalisation and media marketing are essential to current business as they
assist in building the operations and process effectively adequate with the charge
and activity of the digital marketing channels and through this, digital platform
also start the process and working of the business to make the process and
branding in the effective in the target market. Both the sources are more effective
and beneficial for the business to generate more revenues and profit for the
business. It also help in growing the business globally (Perera and Perera, 2018).
Part 2
Two illustration of social media contents that really work and
explain of why they work
There are various methods by which correct details can be provided to the
consumers and provoke them to purchase the products. It occur that users are not
having relevant information about the goods so that they can have a positive impact
of the product in the eyes of the customers. This is a method by which issued by
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companies that leads to the increase in sales and attract the customers towards the
product (Paschen, Paschen and Kietzmann, 2017).
Videos-
In current era the most effective method of marketing is the presenting the
videos related to the products and services. Short videos are made by the managers
regarding the products and use of products. These videos are made by the
management to assures that consumers preferences and the consumer behaviour. It
also helps in determines if any improvements is required or changes in the
products so that it can fulfill the needfully of consumers. So recording are the best
method of promoting business and commodity that is produced in the business. It
provides the real and correct information of the product (Mirzaei, Nayebzadeh and
Hataminasab, 2021).
Blog and articles-
These are the examples of social media as it assist in providing all the
information and the real character of the product through these the business can
illustrate the product in the market. The management plans these campaign in order
to make the customer experienced regarding product. These consist a relevant
information of products through newspaper and magazines as well as on social sites
so that more customers can attract towards the products. It also help in capturing the
broad area of marketing. It also satisfy the customer needs and requirements in
order to make them a loyal customer for the company.
Screen shots of effective campaigns with reference to established
models and standard for digital marketing
when an organisation makes a new product or new commodity then for promoting
them through varied methods like newspaper, social sites, advertising etc. so that
customer gets the proper and relevant information regarding the creation. Drive are
being organised by the mangers, so the message can be convey to the target market
say consumers close to the characteristics and welfare of the product. It is utilized
by the company to influence people to purchase the goods of the firm (Kumar
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and Nanda, 2019). This is the way to increase the sales scales of the institution and
can increase the revenue of industry. In campaigns the product are presented in
attractive and presentable way.
Apple
company uses the twitter to promote their product whenever the company introduce
the new product in the market they promote it on the twitter earlier before launching
the product.
Mark and spencer-
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while introducing new product in the market the company uses to inform firstly
through the Instagram as company promotes the goods and offer through the
Instagram so that more customer get attracted and the social site is counted in top
utilised site in the worldwide.
Why social media content is impressive?
The concept of digital media plays a vital roles in completing content and
achievements of a business. It consist various methods by which users can be
captured towards the brand. Now days most of the people are active on social media
or social sites.
It is effective because it helps in providing all details that are relevant for the
consumer are required on the sites for people. It covers the broad area of the market
in which business want to expand his institution. It enables the organisation to add
value to the shareholders, helps in maintaining proper communication between the
management and employees and the company and consumers (Al-Emadi and
Yahia, 2020).
Conclusion
From the above report it is analysed that, merchandising is the necessary element
of all company no matter what the size is. Social media marketing and automated
marketing have been discussed above the various methods of promoting the brand
in the market In order increase the competitive benefits and profit of the business in
the marketplace. The availability of modern technology assist the organisation in
increasing the efficiency of the business or increase the sales volume. Now days
more people are active on the social media they feel more comfortable while using
the social media platform. They are more connected through the networks.
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References
Al-Emadi, F.A. and Yahia, I.B., 2020. Ordinary celebrities related criteria to harvest
fame and influence on social media. Journal of Research in Interactive
Marketing.
Kumar, V. and Nanda, P., 2019. Social media in higher education: A framework for
continuous engagement. International Journal of Information and Communication
Technology Education (IJICTE), 15(1), pp.97-108.
Mirzaei, Z., Nayebzadeh, S. and Hataminasab, S., 2021. Conceptual mapping of social
marketing mix in tax compliance. Iranian journal of management sciences, 16(62).
Paschen, U., Paschen, J. and Kietzmann, J., 2017, May. Cool Marketing for Icewine?
Investigating Producer’s Product Positioning, Segmentation, and Marketing Mix for
Canadian Icewine: An Abstract. In Academy of marketing science annual
conference (pp. 337-338). Springer, Cham.
Perera, G.R. and Perera, I., 2018. Influence of social media marketing on the brand image of
organizations in the hospitality industry of Sri Lanka. In Media influence:
Breakthroughs in research and practice (pp. 371-383). IGI Global.
Quix, F.W.J. and van der Kind, R.P., 2019. From SWOT to marketing mix. In Retail
Marketing (pp. 357-368). Routledge.
Rahman, M.K.U. and Ayaz, M., 2018. The Impact of Marketing Mix on Customer Buying
Behavior: A Case Study of Footwear Industry. NUML International Journal of
Business & Management, 13(1), pp.107-117.
Rahman, M.M., 2019. MARKETING MIX AS A SOURCE OF INCREASING THE
EFFICIENCY OF MARKETING ACTIVITY. In СОВРЕМЕННЫЕ ПРОБЛЕМЫ
НАУЧНОЙ ДЕЯТЕЛЬНОСТИ. ПЕРСПЕКТИВЫ ВНЕДРЕНИЯ
ИННОВАЦИОННЫХ РЕШЕНИЙ (pp. 66-68).
Shimpi, S.S., 2018. Social media as an effective marketing tool: An empirical study. Indian
Journal of Marketing, 48(7), pp.36-50.
Yuruk-Kayapinar, P., 2020. Basic Marketing Strategies and Marketing Mix in Small-Scale
Sports Events. In Principles and Practices of Small-Scale Sport Event
Management (pp. 147-173). IGI Global.
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