BMP3006: Exploring Digital and Social Media Marketing Strategies

This report delves into the significance of digital and social media marketing in contemporary business environments. It begins by defining marketing, explaining the marketing mix (including the 7Ps) and the communications mix, and then proceeds to define digital and social media marketing. The report emphasizes the importance of these marketing strategies for businesses. Part 2 presents two successful social media campaigns, those of Nike and L'Oréal Paris, analyzing their strategies and impact. The Nike case study examines their Facebook and Instagram presence, highlighting their 'Just Do It' campaign. The L'Oréal Paris example discusses their women empowerment campaign and digital initiatives. The report concludes by summarizing the essential role of social media marketing in enhancing brand awareness, reaching potential customers, and fostering networking opportunities. It also highlights the cost-effectiveness of social media marketing and its contribution to business growth.

The role of digital marketing
and social media marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Part 1...............................................................................................................................................3
Explain what marketing is...................................................................................................3
Explain what the marketing mix is and where the communications mix fits...............3
Explain what digital marketing is.......................................................................................4
Explain what social media marketing is...........................................................................5
Explain why digital marketing and social media marketing are all important to
contemporary businesses..................................................................................................5
Part 2...............................................................................................................................................7
Present two examples of social media contents that really works and justify why.. .7
CONCLUSION...............................................................................................................................9
REFERENCES............................................................................................................................11

INTRODUCTION
Marketing is the activity and set of institutions or processes which are involved within
creating, delivering, communicating and exchanging different offers that create value for
customers, partners, clients and society. There are different benefits that accompany
gains by implementing effective marketing strategy (Amoozadeh and et.al.,2020). The
following report contains explanation about marketing concept and how it works within a
company for its increased sales and growth. There is explanation of the concept of
digital marketing and social media. According to the definition given by Association of
National Advertisers, the influence of social media works as influencer marketing and it
leverages individuals who are having potential buyers and orient marketing activities.
There is description of two social media campaigns of different organisations.
Part 1
Explain what marketing is.
Marketing is defined as any action that an organisation takes for reaching
potential customers through the medium of high quality message about product or
service (Desai and Salvi, 2020). The main objective of marketing is to deliver value for
prospects and consumers be the medium of content along with long term goals of
demonstrating value of product and strengthened loyalty. This is known as a process
which is used for getting individuals who are interested for working in the company.
There are several aspects of marketing including distribution methods, product
development, advertising and sales. The main objective of marketing is to attract
consumers towards brands by the medium of social media. The process of marketing
entails market research, product development, sales strategy, product distribution as
well as customer support. Advertising is one of the efforts of marketing that is the
biggest component used for increasing awareness of product or service.
Explain what the marketing mix is and where the communications mix fits
Marketing mix is defined as multiple areas that emphasize upon comprehensive
marketing plan. The marketing mix consists of analysis of 7P’s – Product, Price, Place,
Promotion, Physical evidence, Process, People. An effective marketing is concerned

with broad range of fields associated with marketing of product or service. The
explanation for different P’s of marketing mix are mentioned in table given below –
Product This is associated with a service or item that satisfied
customer’s needs and wants.
Price It is known as amount which is paid for the product or service
offered by company.
Place Place is known as area where company sells its product. It
can be online or offline medium i.e. shops, malls, buildings,
etc.
Promotion The promotional mix is defined as joint marketing campaigns
and there are different activities which consists of sales
promotion, advertising, public relation, etc.
Physical evidence This is related to the space or area where organisation
customers and representatives interact.
People This includes the number of employees who are working in
the company.
Process This demonstrates method or flow of providing services and
products to customers and it includes monitoring service
performance as well as customer satisfaction.
Communication mix consists of tools used for interacting with potential customers
regarding product or service (Hameed, 2020). There are several medium for reaching
these customers like product packing, advertising, social media, websites, events, etc.
There is great importance of communication within organisation that helps to manage
the successful advertising of products and services.
Explain what digital marketing is.
Digital marketing is defined as the concept used within business environment for
promoting and advertising products and services through online medium (Kariapper,
2020). This is known as the act which is used for selling products and services by the

use of social media, mobile apps and SEO. It is known as any kind of marketing that
includes electronic devices or gadgets.
Explain what social media marketing is.
Social media marketing is defined as use of social media platforms for connecting with
potential customers and building brand (Kavak, Özdemir and Erol-Boyacı, 2020). It also
helps to increase sales and drives website traffic. It includes the publishing of content on social
media and engaging potential customers by running advertisements. There are lot of social media
management tools used for helping an organisation to manage the advertisement and promotions.
The concept of social media marketing starts with publishing and sharing content about product
on social media. It can be explained with an example that when a business is concerned with
reviews of people then there is need of monitoring and controlling social media. There are some
of major social media platforms such as Twitter, Facebook, Instagram, LinkedIn, Anchor, etc. on
which companies post their advertisements. Social media marketing is involved within
businesses for managing brand as opportunity and reaching future customers. It is easy for
companies to publish advertisements on social media as they have to share blog posts, video or
image.
Explain why digital marketing and social media marketing are all important to
contemporary businesses.
Social media is known as cost efficient digital marketing method that is used for
syndicating content and enhancing visibility of business (Kong and Ng, 2021). An
organisation has the opportunity for increasing brand recognition by implementing social
media strategy. Companies generate posts which are shared to network of individuals
that can lead to becoming the potential customers. Search engine optimisation is used
for attaining high page ranking and attaining traffic for business website. Business gains
more opportunity for conversion and there are great opportunities for enhancing the
sales and profits. There are several brands which interact by commenting, sharing
content, posting on social media, etc. for personifying a brand. Social media is known
as networking and communication platform used by companies to manage the customer
satisfaction level. Digital media is used within business as it is becoming an essential
aspect for attaining digital marketing goals. Both digital media and social media
advertising are stress free and profitable platforms of digital marketing which can be

used for increasing business visibility. A social media strategy can be applied within a
company for managing sales and performance of the company. The concept of social
media marketing is cost effective and it helps to create account and signups for using
social media platforms.

Part 2
Present two examples of social media contents that really works and justify why
Nike
Figure 1Nike social media campaign
(Source – Nike In-house social campaign, 2021)
It is one of the largest sports brand across the world and it has net worth of
approximately 16 million. This company uses Facebook for advertising its products and
services to people. This has a separate Facebook page and it contains details about
different products and services of this company (Parker and Brennan, 2020). There are
different categories of products of Nike which are sold in market as well as social media
sites like Nike Run club, golf, skateboarding. Nike Football is having more likes than the
main account. There are lot of Facebook fans on Nike pages. This brand is having a
dedicated page for different product ranges like Air force 1, Air Max and different page
specifically emphasising upon female athletes. The data from different social bakers is
provided on Facebook page. There are lot of customers who are looking for social

media as the main aim for customer service. That is why there is need to promote and
advertise social media content to people effectively. It is analysed that Nike has
generated 30% spike in sales after increasing the social media content marketing.
There are different multichannel campaigns needed for relying upon power of general
media. The “Just do it” campaign is used by Nike which has helped to increase sales
and profits. Nike uses Instagram account slightly for regularly keeping Facebook
updates on this website too. Nike is involved in keeping things consistent and by
highlighting the sports team and athletes, this company is able to increase sales and
profits. One of the product of Nike that uses Instagram for great impact is Nike Running.
Loreal Paris
Figure 2Loreal Paris Ad
(Source – L’Oréal Paris Social media campaign, 2021)
L’Oréal Paris has initiated a social media campaign by teaming up with McCann World
group Deutschland. It created a humorous campaign on social media which
demonstrated women empowerment across the world. In context of in house research
which was undertaken by L’Oréal showed that there are more than 90% of governing
and management boards which have included men as the sparkling wider investigation.
There are different female executives who have performed better than men (Saputri and

Kurniasih, 2020). In context of Facebook, it is seen that for dramatizing the facts related
to McCann prints, it is concluded that it makes eye catchy advertisements. Sexism has
increased because of political influence and safety campaigns have also been started.
L’Oréal is an organisation which is seen to be shifting the attention and focusing upon
digital channels more. There is development of beauty squad which is known as one of
the largest digital initiatives which are in progress. This campaign consisted of YouTube
videos and websites as well as social channels. There is need to manage the providing
of effective value to the purchases of customers. There is type of marketing which
provides brand recognition and awareness about the new products of L’Oréal. This
company also conducts digital marketing in order to achieve organisational goals and
targets. The marketing campaign is used for aspiring own unique look. This company
inspires other cosmetic brands to be more involved within the marketing through digital
media. This helps in increasing empowerment and reaching target audience easily. This
brand used power of social media for gaining attention of millions of potential
customers. There is also usage of influencers on social media which have helped in
boosting engagement on social media websites like Instagram, Facebook, Twitter, etc.
A community is created by L’Oréal which has helped to manage the likeminded
individuals and sharing their experience and providing products to people (Wang, 2020).
Beauty is growing at fast rate and hence there is need for managing central role for it
and use the modern channels of marketing like social media. These helped L’Oréal to
express opinions and share their ideas of products to potential customers easily.
Deployment of digital marketing strategy and interaction with consumers at personalised
manner is also important. L’Oréal focuses upon understanding consumer’s expectations
and better serving them. There is digital team of this company which helps to manage
the social media model. It depends upon bringing the product and marketing as well as
customer service department together for developing an effective social media
campaign. These helps a lot to Loreal for increasing sales and profits. There is need of
collaboration and team work for reaching out to a great social media work.
CONCLUSION
From the above report, it is analysed that social media marketing is an essential
factor that helps any company to increase its sales faster. Social media has created

way for increasing brand awareness effectively and reaching potential customers. This
also helps an organisation to increase networking and partnerships with other
companies. Marketing for an organisation is needed for controlling the activities
associated with customer satisfaction. There are lot of ways by which companies can
use social media marketing and increase number of potential customer.

REFERENCES
Books and Journals
Amoozadeh and et.al.,2020. The Effect of Social Media Marketing activities on the
branding process and Consumer Behavior of clubs of the Iranian Premier
Football League. Journal of Sport Management, 12(2), pp.41-50.
Desai, Z. and Salvi, S., 2020. Social Media Marketing and Cosmetic Industry.
ANVESHAK-International Journal of Management, 9(1), pp.22-49.
Hameed, R.A., 2020. To Examine the Factors Influencing Tourist Intention to Revisit to
the Maldives with the Use of Social Media Marketing as the Moderating
Influence. Journal of Economics and Business, 3(4).
Kariapper, R.A.R., 2020. Impact of Social Media Marketing for Entrepreneurs in Sri
Lankan Business Industry. RKAR Kariapper,“Impact of Social Media Marketing
for Entrepreneurs in Sri Lankan Business Industry,” Test Eng. Manag, 83,
pp.29579-29591x.
Kavak, B., Özdemir, N. and Erol-Boyacı, G., 2020. A Literature Review of Social Media
for Marketing: Social Media Use in B2C and B2B Contexts. Managing Social
Media Practices in the Digital Economy, pp.67-96.
Kong, J.P.Y. and Ng, A.H.H., 2021. Customer Satisfaction on Social Media Marketing in
Malaysian Hospitality Industry. In Impact of Globalization and Advanced
Technologies on Online Business Models (pp. 228-263). IGI Global.
Parker, L. and Brennan, L., 2020. Reinforcing the social in social marketing. In Social
Marketing and Advertising in the Age of Social Media. Edward Elgar Publishing.
Saputri, M.E. and Kurniasih, N., 2020. The usage of digital marketing channels in micro,
small and medium enterprises in Bandung District, Indonesia. In Advances in
Business, Management and Entrepreneurship (pp. 44-46). CRC Press.
Wang, F., 2020. Digital marketing capabilities in international firms: a relational
perspective. International Marketing Review.
Online
Loreal paris social media campaign. 2021.[Online]Available through:<
https://www.thedrum.com/news/2019/04/08/l-oreal-paris-turns-the-tables-men-with-
female-empowerment-campaign>
Nike social media campaign. 2021.[Online]Available through:<
https://www.marketingweek.com/nike-takes-social-media-in-house/>