A Report on the Role of Digital Marketing and Social Media Marketing

This report delves into the realm of digital and social media marketing, commencing with a foundational understanding of marketing and its various components, including the marketing mix and the communication mix. It elucidates the significance of digital marketing and social media marketing within the contemporary business landscape. The report then presents two compelling examples of effective social media content, along with justifications for their success. Furthermore, it analyzes successful social media campaigns, such as those by Waitrose and Starbucks, employing established digital marketing models like the RACE model to demonstrate their efficacy. The report highlights the reasons behind the effectiveness of social media content, emphasizing its role in building brand image, reducing costs, offering measurability, providing convenience, and fostering customer loyalty. In conclusion, the report underscores the multifaceted benefits of digital marketing, emphasizing its capacity to drive business success.

The role of digital
marketing and
social media
marketing – theory
and examples
Table of Contents
INTRODUCTION ..........................................................................................................................3

Part 1................................................................................................................................................3
Explantation of marketing .....................................................................................................3
Explantation of what the marketing mix is and where the communication mix fits ............4
An explantation of digital marketing .....................................................................................5
An explantation of social media marketing............................................................................5
An explantation why digital marketing and social media marketing are important to
contemporary business ..........................................................................................................5
Part 2................................................................................................................................................6
Two examples of social media content that really work and justification of why they work 6
Screenshot of effective campaign with reference to established models and stranded for
digital marketing.....................................................................................................................7
Why social media content is effective .................................................................................10
CONCLUSION ............................................................................................................................10
REFRENCES.................................................................................................................................11

INTRODUCTION
Digital marketing refers to the marketing in which there is marketing of different
products by using digital media, social media and many more. In the current digital world the
every organisation needs to utilise digital marketing methods to accomplish their marketing
goals and promote their products to a large number of people. This report includes definition of
marketing and marketing mix along with description about where the communication mix fits in
the overall marketing mix. Importance of social media marketing and digital marketing
techniques are also mentioned in this report in context of the current business environment.
Examples of social media content which provides effective results to the company along with the
utilisation of established digital marketing models on successful social media campaigns is
provided in this report.
Part 1
Explantation of marketing
Marketing is defined as the set of processes of building, communicating, informing and
delivering offerings which are valued by the consumer. All the activities of the company which
are conducted in order to promote products of the organisation to the target consumer base with
the aim of inducing consumers to purchase the products of the organisation comes under the
description of marketing (Alam, Wang and Waheed, 2019). Marketing activities conducted at
busies firms includes both conventional marketing tools and digital marketing tools.
Explantation of what the marketing mix is and where the communication mix fits
Marketing mix is defined as the set of activities conducted by the company in order to
effectively promote their services and products to the target consumer base. The primary
components of marketing mix which are part of traditional marketing mix are product price
place and promotion. These components work in combination with each other and form
comprehensive marketing plan of an organisation which is used to create and sustain loyal
consumer base for the growth and development of company (Baker and Hart, 2016). The main
elements of a marketing mix are defined below:
Product
This element of the marketing mix includes every product or service sold by the
company to their potential consumers. The products offered by the company usually complete a

certain demand of the marketplace and aim to attract consumers through unique features which
solve problems faced by the consumers in an effective manner.
Price
This is the second element of the market mix and includes the price at which a company
sells their product to their target consumer base. Business organisations adopt various pricing
strategies in order to gain profitability which includes dynamic pricing strategy freemium pricing
strategy and competitive pricing strategy (Chaffey and et. al., 2020).
Place
This element covers the subject of the area at which the organisation sells their product or
digital mediums through which the organisation conducts commercial transaction and displays
their products. The distribution network by which the company is able to distribute their
products to their target consumer base is also considered in this part of the marketing mix.
Promotion
Advertisements, public relations and promotional campaigns are part of the promotional
mix of the company. Conventional promotional strategy includes print and radio advertisements
along with conventional tools such as physical stores while digital marketing strategies include
usage of digital marketing tools such as search engine marketing, content marketing and social
media campaigns. Promotional element of the marketing mix plays an essential role in overall
marketing strategy of the company.
The communication mix is a part of promotional mix and is described as tools used by
organisations to build effective interaction with their consumers and communicate information
contributing to creation of strong bonds between the employees and the organisation effectively.
Social media, product packaging, direct promotions, events are part of the communication mix.
The communication mix of an organisation consists of multiple elements to effectively
communicate with the potential consumers which includes advertising, publicity, personnel
selling, sales promotion, public relations and many others (Johnsen, 2017).
An explantation of digital marketing
Digital marketing is defined as the usage of digital mediums such as social media
platforms. Email marketing, mobile marketing and so on to promote products or services offered
by the company, communicate with the potential consumers and formulate a brand image to
accomplish marketing goals of the organisation. In the modern corporate world construction of

an effective digital marketing strategy is essential for accomplishment of marketing objectives of
the firm along with continuous progression the firm.
An explantation of social media marketing
Social media marketing refers to the usage of social media platforms such as Instagram,
Facebook, Tumbler and various other popular social media sites to connect with consumers,
communicate business operations and utilise advanced technology and data provided from social
media platform to promote the company brand and construct a successful digital marketing
strategy (Liu, Perry and Gadzinski, 2019). Social media platforms give organisations various
tools such as interactive sessions with the consumer to increase positive consumer engagement.
An explantation why digital marketing and social media marketing are important to
contemporary business
Significance of digital marketing in contemporary business
Digital marketing campaigns are measurable which provide organisations information
about the success or failure of their campaigns instantly with detailed data about every aspect of
the campaign and the reaction of the consumers towards the campaign. This is highly important
for business organisations as it helps the company construct the most effective marketing
strategy which is successful in attracting consumers for the firm in addition to this digital
marketing strategy is essential for the success of an organisation as it provides the company
detailed information about their consumers which is helpful in constructing personalised
consumer experience and provide services or goods to the consumer which exceed their
expectations. Digital marketing allows the company to interact with a large number of
consumers in a cost effective way which helps the company enhance their sales and achieve
success in various business endeavours.
Significance of social media marketing in contemporary business
Social media marketing is highly beneficial for business organisations as it enables the
company to directly contact with the consumers. The organisation is able to maintain strong
relations with their consumers and forge strong bonds with their target consumer groups. Social
media marketing also enables business firm to produce creative marketing campaigns which
increase consumer engagement (Moctezuma and Rajagopal, 2016). The helps the company
construct a strong consumer base and present their brand image to their consumers in a way
which is highly profitable for the company.

Part 2
Two examples of social media content that really work and justification of why they work
Social media provides business firms various types of content which is helpful in
interacting with their potential consumer base effectively. Two of the most useful social media
content along with their effectiveness in enhancing digital marketing strategy are mentioned
below:
Infographics: This social media content includes images, graphs, numerical informations
charts animation and diagrams present in a creative format which helps the company
communicate information related to their products effectively. The main advantages of this type
of social media content is that the company is able to involve scientific information related to
their products in a creative and attention grabbing manner. Usually consumers are not interested
in reading lengthy paragraphs filled with data but infographics enable the firm to promote 5thier
products and communicate information about their success which involves complicated data in a
creative way (Munsch, 2021). This helps the company effective engage with their consumes and
share information related to the company in a way which maximises social media views and
generates positive publicity for the company in social media platforms.
Behind the scenes videos: This social media content revolves around utilisation of
manufacturing videos or other video which showcase behind the scenes preparation or
production of organisations products or services. Business firm which offer high quality products
or services post this social media content as an evidence of high quality which is effective in
attracting consumers. In addition to this consumers are interested in seeing preparation of the
products or services which they purchase and such videos are widely shared as a result (Selman,
2017).
Screenshot of effective campaign with reference to established models and stranded for digital
marketing
#MakeChritmas Campaign by Waitrose

This marketing campaign by British retail organisation Waitrose included short videos
which were focused around highlighting special moments of Christmas celebrations with an
emphasis on Waitrose special discounts and festive products along with an activity which
revolved around posting Christmas photos on social media where the best pictures gain prize of
special Christmas dinner from Waitrose (Sharma, Gupta and Kapoor, 2020).
RACE model
Reach- The organisation was able to reach thousands of consumers with this campaign
as it was widely shared on Facebook and Instagram.
Act- In this many people at large scale were approached because of a unique game and
activity which gave consumers prize.
Convert- This campaign was able to convert many social media users into consumers of
the firm.
Engage- This campaign resulted in high consumer engagement as employees were given
large amount of consumer had a chance to win prize.
#Whatsyourname campaign by Starbucks UK

This champaign involves the company combatting with trans rights activists group to
become more inclusive and allow consumers to revive order under their choice of name.
Reach- The organisation was able to connect with thousands of individuals on Twitter
and Instagram.
Act- In many consumers were attached as it supported a social cause.
Convert- This campaign was able to convert many social media users into consumers as
it involved purchasing product from the company.
Engage- This campaign increased digital consumer engagement as consumers were
encouraged to share the image of their products.
Why social media content is effective
Brand image: Social media simply provide a platform to brands and helps them to
become a trusted and authoritative entity online. Active participation on social media helps the
brand to maintain a strong and positive image (Susanto, 2017). Social media is a marketing
strategy for brands so that they become more popular also to keep their brands in trend.

Reduced cost: Social media helps the brand to communicate or to reach the targeted
audience and allows the brand to advertise for that specific targeted audience only which will
not only saves cost but also saves time. Its also easy for the brand to track the success of the
campaign in real time. Company will also get immediate and effective feedback from the users
as well as viewers so that immediate changed can be made without any further delay.
Measurable: Company can attach tracking tags to their social media which will help
them to properly manage and monitor the social media campaigns. If there is any mistake in the
campaign company can track the mistake and make immediate changes. Google analytics can be
used in order to measure the success of marketing strategies.
Convenient: Social media is a platform that provide convenience to access information,
provide information and directly communicate online at any time or from anywhere.
Loyalty: One of the major goal of every business is to develop a loyal customer base.
Loyal customer base helps the company to run even in the adverse market conditions . Loyal
customers will always choose that specific brand only and will not choose any other brand
irrespective of the schemes provided by the competitors.

CONCLUSION
From the above report it is concluded that digital marketing is highly beneficial for the
company as it helps the organisation reach large amount of consumers in short amount of time.
In addition to this the company is also able to measure the progress of their marketing efforts and
forge emotional binds with large amount of consumers. Marketing mix of the company helps the
company formulate an effective marketing strategy which includes effective communication
strategy. Various types of social media content such as images and behind the scenes videos are
helpful for the company as they increase positive consumer engagement and helps the company
interact with their consumers effectively and helps the company construct a profitable brand
image.
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