BMP3006 - Digital Marketing and Social Media's Role in Business

This report delves into the critical role of digital marketing and social media marketing within the business landscape. It begins by defining marketing and explaining the marketing mix, including the communication mix, followed by definitions of digital and social media marketing. The report highlights the importance of these strategies for contemporary businesses. The main body discusses marketing principles and the application of the marketing mix, with specific examples. It examines digital marketing's impact on businesses, emphasizing the use of online technologies for promotion and sales, and explores social media marketing's role in reaching customers. The report concludes by summarizing the benefits of digital and social media marketing, emphasizing brand awareness, customer engagement, and improved brand loyalty. The report also incorporates references to academic sources, supporting the analysis with research from various journals and books. The report uses Marks and Spencer as a case study to explain the application of the concepts.

The role of digital marketing
and social media marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing.....................................................................................................................................3
Marketing mix and communication mix fit.................................................................................3
Digital marketing.........................................................................................................................4
Social media marketing...............................................................................................................5
Importance of the digital marketing and social media marketing to the business.......................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The heart of the business has the clear level of relaying in the development of marketing
techniques in the perfect manner. This have the simplify the different activities along with the
function which is involving all the distribution of good and services. Marks and spencer is the
British multinational firm which is specialising in retail sector dealing as the fashion brand (Zhu
and Gao, 2019). For the company it is important to develop the marketing techniques in order to
gains more level of competitive advantage over the different competitors in perfect manner. the
report will have the clear discussion of the concept of marketing with explanation of mix. There
will be understandability related to digital marketing and social media marketing importance for
firm.
MAIN BODY
Marketing
As the definition states that the age the study and managements for exchange relations in
termed as marketing. This is business process which tends to have the process of identifying,
anticipating and satisfying customers' needs and wants. Because marketing is used to attract
customers as the primary component of business managements and commerce. In the company
of mark and spencer, marketing tends to have the development of the concept stating to there
have the determination of approach which will used to make the adoption of different strategies
against the competitor in perfect manner.
Marketing mix and communication mix fit
M&S is the public limited company which have the clear level of associates with the retail
fashion industry. Marketing strategy helps the firm to have the achievement of the business goals
and objectives along with development of the marketing mix in perfect manner (Kasemsap,
2018). The marketing mix is the widely used framework in order to have the proper defining ger
the strategies such as the product, pricing, advertising & distribution strategies used by Marks &
Spencer.
Product strategy
In this firm is covering all the age group items to be the part of men, women ad kids. There firm
have the clear level of believe in the developing the eco-friendly goods and the fair trade
category which have the worked whole hearted towards the achieving the diversified the
product portfolio in the effective and efficient manner.
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Place
The firm have succeeded un the spreading the presence in the international markets by
10estabsling the offices overseas. The firm is operating there 1000 outlets which have help in
gaining their maximum brand visibility and customer. The firm is operating online shopping
stores and home delivery facility.
Price
The firm have the range to the customer form the upper to middle class with the product of the
premium quality by the keeping the price between medium to high. The firm have strong
competition to increase the mass market consumption by adopting the competitive pricing
policy. There is adoption of dynamic pricing policy by offering the incentive and discount.
Promotion
The firm have the full level of marketing policy by adopting the above the line and below the
line strategies by carefully displaying their print, digitals and visuals medium of promotion. the
communication mix have the really level of fitting in the promotion of marketing mi as the
promotion have the inclusion of advertising which can refers to paid promotion of products,
services by the use to such as television, radio, magazine, newspaper, billboards and online
platform.
Digital marketing
Digital marketing has been the important component which make the proper level of utilizing
the internet and online based of technologies such as desktop computers, mobile phones and
other digital media and platforms to promote products and services (Teller, Brusset and Kotzab,
2019). This help the business to have the moving in the aims of the one this sale of the online
and strong level of customer share. The firm is targeting more level of there by the using of
google inventory so which will help the customer to have the easy search regarding the needs
and desire of products. the firm tends to have the proper level of analysing there brand or
company by the covering all the level of essential aspects to develop the marketing strategies
which are such as the product and service innovation, marketing investments , customer
experiences which will help the firm to have the respective growth and glow.
respective growth and glow.
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Social media marketing
Social media marketing has the use of the social media platforms and website in order to have
the promoting the product and services. The firm has trying to have their e marketing and digital
marketing which is the dominant academic which for more popular in the terms of pratincoles
and researcher. The company have the addressing their rage of stakeholders through social
media marketing with the inclusions current and potential customers, current and potential
employees, journalists, bloggers, and the general public. The platform which is such as the
Facebook, Instagram, and Twitter
Importance of the digital marketing and social media marketing to the business.
Social media marketing the becoming the important aspects for the digital marketing which help
her firm to earns the varsity of benefits in order to reach the millions of customer (Brandsma,,
2018). The firm have the importance in developing the improvement in the brad awareness and
become the cost-effective strategies.
This help the customer to make the encasing the customer by the improved the brand loyalty.
with the helps in developing the social medial and digital marketing strategies helping the
developing the healthier customer satisfaction as the values to make the proper compromising
the perceived in naturally positive light. The firm tend to make the proper development in
market place awareness and more brand authority by increasing the traffic an enhanced the SEO
ranking.
CONCLUSION
From the above file , it can interpreted as Marks and spencer is the British multinational firm
which is specialising in retail sector dealing as the fashion brand (Brusset, Teller and Kotzab,
2017). The marketing mix is the widely used framework in order to have the proper defining ger
the strategies such as the product, pricing, advertising & distribution strategies used by Marks &
Spencer. Digital marketing has been the important component which make the proper level of
utilizing the internet and online based of technologies. The customer to make the encasing the
customer by the improved the brand loyalty.
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REFERENCES
Books and Journals
Online
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing model.
Science Journal of Business and Management, 7(1). pp.33-37.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the
global retail industry. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 294-325). IGI Global.
Teller, C., Brusset, X. and Kotzab, H., 2019. Physical and digital market places–where marketing
meets operations. International Journal of Retail & Distribution Management.
Brandsma, A., 2018. Digital marketing influence in the Dutch retail industry: Developing a
business plan for a digital marketing agency specialized in retail.
Brusset, X., Teller, C. and Kotzab, H., 2017. Guest Editorial: The store and the Internet of
Things: retail operations, marketing and beyond. International Journal of Retail and Distribution
Management, 45(7/8). pp.686-688.
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