Digital Marketing and Social Media Marketing: Contemporary Business

This report delves into the realms of digital and social media marketing, elucidating their significance in contemporary business operations. It commences with a foundational explanation of marketing, the marketing mix (including the 4Ps), and the core concepts of digital and social media marketing. The report then highlights the critical importance of these marketing approaches for businesses today, emphasizing their role in reaching consumers, fostering communication, and building customer connections. Task 2 provides examples of effective social media content. The report also examines models of digital marketing, including the 6 C's of customer motivation and the RACE framework (Reach, Act, Convert, Engage), illustrating how businesses can engage with consumers throughout their lifecycle. The conclusion underscores the importance of digital and social media marketing for business growth and consumer engagement.

The role of digital
marketing and social
media marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................5
CONCLUSION.............................................................................................................................10
REFRENCES.................................................................................................................................12
Books and Journal.....................................................................................................................12

INTRODUCTION
The term digital marketing refers to the procedure of promoting their business by
applying the platforms of digital marketing. The digital marketing platforms involve mobile
applications, websites, email, social media and many more. This is the procedure or platform by
which any company promote their brand and business in order to grow in the market and connect
with the consumers. Social media is the part of digital marketing which is also used by the
company for promoting and advertising the brands, their products and services. Social media is
one of the top platform which is used by the individuals for their entrainment purpose, for
promoting their brands, for blogging and many more(Amoncar, 2020). This platform provide so
many ways to attract the customer towards the company and to get more opportunities to achieve
the targets of the company.
TASK 1
Explain what marketing is:
Marketing define the procedure of promoting and advertising their products, services, and
their brands in order to make more profitability and create more customer base. This is the
operations or the function which is adopted by the company to reach with the audience in order
to show about their new innovations and now services or any modification that happened in the
company for their consumer purpose. Earlier there were traditional methods of marketing
applied by the company like billboards, television mercantile and many more. But now the
company is using more advance techniques to promote their products and which is digital
marketing, social media platform and many more. Also there are several strategies of marketing
which is used by the many companies in order to get more opportunities for development of the
company and many more. The major aim of the marketing procedure is: seek the attention of the
consumer, identify the needs and requirement of the consumers, engage the consumer towards
the company.
Explain what the marketing mix is and where the communications mix fits:
The Marketing mix the activity which refers to the set of the activities or any strategies
which is utilised by any company to promote their goods and services in the market. There are
generally 4ps which create authentic marketing mix and which is: price, product, promotion and
place.

Pricing: Pricing is the concept that vary organisation to organisation. For instance, if any
company like ZARA target premium and high class consumers then they usually tends to keep
their price high so that only high class people can afford their goods similarly TESCO company
are ,manufacturing their goods for both level of the people for the high standards people and for
middle class level(Avhad and Giri, 2020).
Product: Product management depends on the customer which is targeted by the company. As
any company targeting premium consumers need to produce high quality goods to retain their
consumers. Similarly if any company motive to earned high profit then they tend to manufacture
low and cheap quality of the goods.
Promotion: promotion is the activity which is acquired by the company in order to boost their
products and services in the market. This activity is help the company to meet with the consumer
and accomplish the goals and requirements of the company.
Place: Place refers to that, the goods and services should be accessible from at place, where the
targeted consumers can easily purchase that products.
Explain what digital marketing is :
Digital marketing is define as the process that support the company to promote their
goods, services and brands by using internet and networks. Digital marketing is one of the
highest uses platform which is acquired by the company in order to advertise and upgrade their
goods and services. The platform of digital marketing is social media, email, content marketing
and many more. This is the platform that support the company to endorse their products and
services(Cane, Bellag and Fukada, 2020). There are several components of digital marketing
which is paid search, email marketing, mobile marketing, marketing automation, search engine
optimization and many more. These are the components which make the digital marketing more
effective. Also, because of all these components, an organisation will make them capable to
attract and get more consumer base towards the company.
Explain what social media marketing is :
Social media marketing is the part of digital marketing which support the organisation to
promote their goods and make more profitability for the company. This is the platform which
help the company to represent them via blogs, videos, images and many more platforms of social
media platform. In today's time, The social media platform is one of the best platform for the
company in order to promote the activity of the company and promote their goods and services.

There are several kind of social media platforms and which is you tube, Instagram, Facebook,
twitter and many more. Because of these platforms an organisation can easily convey their
messages and communicate with their consumers. Also, social media platform help the company
to build loyal consumers towards the company and create more wide consumer base.
Explain why digital marketing and social media marketing are all important to
contemporary businesses.
Digital marketing and social media marketing are play an important role towards the
growth and development of the company. These platforms of marketing provide several kind of
advantages to the company like these platform help the company to reach with the consumers,
communicate with the costumers, build the connections with the consumers and many more.
These platform also support the company to involve much consumers towards their
company(Chen and Yuan, 2020). In today's time there are lots of activities is done by the
company in order to reach with wide range of consumers like collaboration with the individual,
by advertisement, post on the Instagram, to choose any celebrity as their ambassador of the
company so that an individual can inspired by them and purchase the products. So these kind of
activities by these platforms helps the company allot to make profitability and to grow in the
market.
TASK 2
Present two examples of social media contents that really works and justify why:
Social media is being the most regulating aspect into the whole world. As every other
individual is connected and influenced by its content, blogs, posts, and every other informations
shared on these platforms. It has being an essential part of every life out there. People started
believing in more of socially information rather than a local provider(Hairuddin and Chin, 2020).
For that instance, many organisation have started taking its advantages for reaching to large
population simultaneously. There are many platforms arriving into digital world which are
described below:
Videos: video has become an integrated part of digital channels. As organisation using
these media in order to regulate promotion and marketing through YouTube, Instagram and
others. Zara does not sue video promotion as it has existing reputed image into market which is
enough to attract customers.

Article and Blog posts: it is also being the most popular elements in the world of digital
marketing. Organisations enable regular blogs and post to attract customers for new product
arrival into market with innovative schemes and designs. Zara do make use of post and blogs
through Facebook, Instagram.
These contents and channels provide relevant assistance to the companies in order to
enlarge its products and make diversified operations for higher profitability. There is high needs
to get connect with social segments to adopt and build products strategies as per customer
preference(Dewi, 2020).

Models and standards of digital marketing:
6C's of a customer motivation: It is a way through organisation make changes into their
operations. These changes includes the effective ways and etiquettes that needs to be regulate
while making contact and building relationship with customers(Hamisi, 2020). It shows how

much professionalism an organisation consist into their practices that impact on their image into
market. Customers must be treated wisely in terms of communicating, influencing with decency
into language.
Contact: it is essential to make contact and interact with customers. The more interaction
get enable with customers the more they feel concerned about their problems. Zara enables
effective communication with customers through digital sources and customer services through
which all their issues and confusion come to an end and result into product purchase with
satisfaction.
Connect: this factor is quite different from building connection. It indulge the way of
making greeting to customer on their arrival and exit. Encouraging greetings is also attractive
way to get customers attention. Zara should needs to connect with customers to better understand
about their wants. As it deliver a simple gestures and welcoming aspect for customers arrival at
stores or on online channels.
Conversation: This enables the significance of making communication with customers.
As it not include any personal or deep communication but, taking a way in understanding
consumers need and desire which they expect from the company. These conversation could be in
verbal or written manner through feedbacks, mail, texts and social comments. Zara make sure
about current trends and make consumer choices to the top of priority list, for which they make
on-store feedbacks as well as online comments.
Consideration: The term consideration is refers to consider the requirements and needs of
the consumers in order to attract and grab wide range of the consumers towards the company.
This stage shows about that how an company care about the needs and demands of the
consumer and working on them.
Consumption: In this stage, the customer consumer the benefits of the goods and services
which is cater by the company. This stage create several opportunities for the company in order
to developed in the market(Karampela, Lacka and McLean, 2020).
Community: This stage is much important for any organisation because in this they
develop loyal and honest community towards their company. The organisation ZARA follow
different kinds of modes to build loyal community for their company. There are few platforms
that help the company and which social media platform like LinkedIn, Instagram, Facebook and
many more.

Race Planing:
This model considered the four stages which support the organisation to include and
engage the consumers during their life cycle. The term Race planning is strand for the Reach,
Act, convert, and engage. The organisation is working on these factors in order to reach with
consumers and create more customer base(Ray, Bala and Dasgupta, 2020).
Reach: This is the phase which target is to build more consciousness and perceptibility
of the company. In this company reach with consumers by using so many different ways and
techniques. In this process an company different ways to communicate with the consumers so
that they can maximise the reach over time.
Act: This is the stage which motivate and encourage the interaction of the company and
consumer on the websites. This process is also about the motivating and encouraging
participation of the consumer and the company.
Convert: Race is multichannel structure and this process include grabbing the audience
towards the company in order to take another important step which convert them into gainful
consumers whether the cost or fare is taken by online or offline .
Engage: The aim and purpose of this phase is to build honest and loyal connection
among the employees and company. This level or phase help the company to involve the
consumers towards their activities in order to increase their profitability and build more loyal
consumers towards the company(Saima and Khan, 2020).
CONCLUSION
From the above mentioned report, it has been concluded that digital media marketing and
social media marketing plays an important role. These platforms support the company to build
wide range of consumer base and also help the company to build loyal consumer towards the
company. These platform create more opportunities for the company in order to raise their
productivity and profitability of the company. These platform also help the company to promote
their brand, product, services and reach with more consumers across the globe. Social media
platform support the companies a lot in order to accomplish the goals and objectives.

REFRENCES
Books and Journal
Amoncar, N., 2020. Entrepreneurial marketing and digital political communication–a citizen-led
perspective on the role of social media in political discourse. Journal of Research in
Marketing and Entrepreneurship.
Avhad, S.M. and Giri, N.S., 2020. Digital Marketing Overview.
Cane, O., Bellag, N. and Fukada, H.L., 2020. The evolution of Tribal marketing within social
networks: how the community marketing and community brands have evolved in social
media?. Journal of Marketing Management and Consumer Behavior, 2(5).
Chen, Z. and Yuan, M., 2020. Psychology of word of mouth marketing. Current opinion in
psychology, 31, pp.7-10.
Dewi, N.P.R.C., 2020. Digital marketing strategy on travel tourism businesses in marketing 4.0
era. International Research Journal of Management, IT and Social Sciences, 7(3), pp.58-
64.
Hairuddin, K.N.B. and Chin, T.A., 2020. The Implementation of Social Media Marketing and
Social Media Engagement Behaviour to Increase Brand Awareness in The Case of a
Private College in Malaysia.
Hamisi, H., 2020. The Role of Social Media Marketing in Business Performance.
Karampela, M., Lacka, E. and McLean, G., 2020. “Just be there”: Social media presence,
interactivity, and responsiveness, and their impact on B2B relationships. European
Journal of Marketing, 54(6), pp.1281-1303.\
Ray, A., Bala, P.K. and Dasgupta, S.A., 2020. Psychological analytics based technology
adoption model for effective educational marketing. In Digital and Social Media
Marketing (pp. 163-174). Springer, Cham.
Saima and Khan, M.A., 2020. Effect of Social Media Influencer Marketing on Consumers’
Purchase Intention and the Mediating Role of Credibility. Journal of Promotion
Management, pp.1-22.