The Role of Digital and Social Media Marketing: A Report

This report delves into the concepts of digital marketing and social media marketing, emphasizing their significance in contemporary business practices. It begins by defining marketing and explaining the marketing mix, including the 7 Ps, and the role of the communication mix within it. The report then clarifies digital and social media marketing, highlighting their importance for businesses in reaching and engaging target audiences. Part 2 provides two real-world examples of effective social media content, analyzing why they work and illustrating them with screenshots and references to the AIDA model for campaign analysis. The report concludes by summarizing the key takeaways and reinforcing the importance of digital and social media marketing in today's business environment.

BMP3006
Practical Digital Marketing
Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
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
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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
1

Introduction
Main objective of this report is to better understand the concept of digital
marketing and social media marketing. Both the terms are consider as a modern
technique of promotion of goods and services of an organisation and assist in promoting
the brand image of company. Digital marketing is an umbrella which include different
types of marketing activity that a brand perform digitally (Borum, and et. al. 2018). While
social media marketing is consider as one of digital media marketing. While digital
marketing is a wider concept. Organisation used it for targeted measurable and
interactive marketing of goods and services with the help of digital technology. Which
help an organisation to effectively reach to its target audience and retain them for long
period with the help of online channels. This report will include the concept of marketing,
marketing mix, digital marketing and social marketing. It will include two examples of
social media content and AIDA model is used for better analyzing the campaign.
Part 1
Explanation of marketing
According to CIM, it refers to a process of management which help an organisation
in identifying, anticipating & effectively satisfying the requirements of their customers.
It define marketing as it is not only limited to identification of customers but also it
provide high level of satisfaction which help an organisation in retaining their
customers for long period.
According to Alexandra Twin, (2020) it refers to an activity of business which assist
them in promoting the buying and sales of their product. It will include advertisement,
selling and delivering the products & services of organisation to its consumers and
other businesses. It assist an organisation to better analysis the needs and wants of
their customers and satisfying them most by maintain a good relationship with them.
An explanation of what the marketing mix is and where the
communications mix fits
According to Will Kenton, 2020 it refers to a term which include various areas
and focus on the comprehensive marketing plan. It is related to a common
classification which began with the four Ps which are product, price, place and
promotion. An effective focus on marketing mix will help an organisation in making
effective strategic decisions while launching a new product or revising their existing
products. While according to the modern marketing mix it will include other three
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important Ps which are people, process and physical evidence (Why you need the 7
P’S of marketing, 2021)
Product- It refers to the item or service which is designed by an organisation
for satisfying the needs and wants of their customers by effectively analysing their
customers’ requirements through conducting effective market research so that
company will achieve competitive advantage in market while effectively market a
product and service.
Price- It refers to the sales price of a product which reflect what customers are
willing to pay for it. An organisation will use any kind of suitable pricing strategy
based on their product and target market such as cost-based price, value based
price and so on.
Place- It is related to the location as where a product id produce, viewed in
ads, distributed and sold. If a marketer wants to achieve higher success and wants
to increase sales of their product than it is very important to select a best and
suitable place from where their customers will easily get the product. In other words
it define that a product is available to consumers at the right time and at the right
place (Forshaw, 2017).
Promotion- This P of marking mix is cover the idea of making product of an
organisation known to the public. It is an important tool of marketing as it help in
creating the awareness of company products and brands with the help of various
tools such as advertisement, SEO, sponsorship and so on. It will assist an
organisation in attracting new customers towards the product and enhance the sales
of their products.
People- It refers to not only those people who sell and advertise the product
while it include the staff members of organisation, salesperson, customers service
team and all those who are involved in the marketing and sales process. Its very
important for an organisation their employees will effectively and perceived positively
by customers.
Process- It refers to the step which define the delivery of goods and services
to a customer. An organisation will require to map needs to make to outline
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functions, activity, task and processes. It will help an organisation in processes
functioning smoothly and efficiently.
Physical evidence- It refers to all those things which a customer of an
organisation will see when it will interacting with the business. it will include the
physical environment of an organisation where they provide the product and
services, the layout or interior design etc.
As per (Hitesh Bhasin, 2021) Communication mix in marketing will provide various
ways which help an organisation in effectively communicating with its customers or
potential customers. Various tools of communication mix are advertisement, social
media, product packaging, direct marketing, websites, and events and so on. While a
successful campaigns will consider all elements of the communication mix. The
communication mix is very well fit in the promotional tool of marketing mix as both
will assist in effectively communicating the message of organisation to customers
and creating awareness of brand to between large numbers of customers and assist
them in enhancing the sales and profitability for organisation (Goe and Kenney,
2019).
An explanation of digital marketing
As per Adam Barone, (2020) It refers to an important tool of promotion which utilizes
internet and online technology like mobile phones, computers and so on, which help
an organisation in promoting their products and services. It is a cost effective and
time saving platform which help an organisation to reach large number of customers.
Example- Amazon effectively use digital marketing tools for promoting their brands.
Now a days ads of amazon are seen everywhere. They will use email marketing for
analysing their customer’s habits and requirements. Along with it they will use search
engine optimisation tool of digital marketing.
An explanation of social media marketing
According to Adam Hayes, (2018) it refers to the use of social media and social
media networking for promoting the products and services of an organisation. It will
provide various way to an organisation to effectively engage with their target
customers and effectively reach to the new customers. Social media marketing will
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allowing an organisation to promote their desired culture, mission and tone. There
are various social media platforms such as Facebook, Instagram, and Twitter and so
on.
Example- Amazon will effectively use their Facebook official page for promoting their
any product and service.
An explanation of why digital marketing and social media
marketing are important to contemporary businesses
Contemporary means the same period of time of the present time. It refers to
an idea related to the present time exist in the environment of business. While
contemporary business refer to the circumstances and ideas related to the present
time in a business environment. It is also known as modern business. Social media
marketing and digital media marketing both play an essential role in the
contemporary business which is discussed below:
Social media important to contemporary business
Social media is an important piece for any organisation marketing strategy. It
will assist the business to connect with its customers and enhance the awareness
related to their products & boost their leads and sales. Now a day’s social media
platforms are used by a large number of population and it is the best source for
company to engaging with their customers. It play an essential role in an
contemporary business as it attract the customers towards company brand by build
awareness about their products and services.
Digital marketing important to contemporary business
Digital marketing also play an essential role in the growth and development of
contemporary business. As with the help of digital marketing business is able to reach a
large number of people. It is consider as a cost effective and time saving tool of
promotion. It will save money of business to reach large number of customers and create
their loyalty towards brands as compare to traditional marketing. It will also help business
to effectively face the competition as the competitors of business are also use digital
marketing strategy. With the help of digital marketing and business is able to effectively
track and monitor business campaigns (Larson, 2020).
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Part 2
Two examples of social media contents that really work and
justification of why they work
It refers to the post on social media sites which has the power to turn
business brand into a household name and turns all business followers into fans.
This kind of impact is only come from the solid social media content strategy. If an
organisation wants to enhance their customers loyalty towards their brand than they
will require to develop an effective social media content strategy. Various examples
of it are discussed below:
Coke make twitter a bit more personal, 2021
Coca cola will launch a new twitter ad calling out viewers by their names. This move
serve as an extended arm “Share a Coke” campaign which is launch earlier this
year. In this campaign Coke use twitter as their social media platform for
encouraging viewers to take part in this campaign by simply buying a bottle with their
name on it. After this the user will receive a Tweet in his feed that is addresses to
him with “hey [NAME], #shareACoke is back. This strategy will attract more and
more customers towards company products and hence increase the sales of
company.
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Example-
6 palatable marketing takeaways from Burger King’s social media strategy, 2019
On world photography day, the US based hamburger chain introduced #SayCheese contest,
and in this company ask their customers to click a picture with company product for
achieving a excited vouchers. This campaign will encourage people to buy burger king
products. With the help of this social media campaign company will able to enhance its sales
of products and also achieve the higher profit.
Screen shots of effective campaigns with reference to established
models and standard for digital marketing
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Marks & Spencer launches digital-first Must-Haves campaign, 2018
Mark & Spencer is will launch the digital first have campaign and it will support both
retailers & online home delivery service. For better understanding the importance of this
campaign AIDA model is used which is discussed below:
Attention- For successfully acquiring the attention of their customers Mark & Spencer
will create a page on Instagram, where company will define its new campaign and try to
promote their products.
Interest- Organisation will raise the interest of their customers by providing them
online services. Customers are attract towards this strategy as they can easily buy branded
products online.
Desire- After this company will increase the desire of their customers to buy their
products by offering best discount offers to their customers. This will create the desire in their
customers and make them to buy the product.
Action- In last Marks & Spencer will provide the source to their customer as from
where they can order their product. Company will provide fast home delivery service which
make their customers to buy more products and enhance the sales of company.
Why social media content is effective?
It is an effective tool for every organisation as it help an organisation in
achieving their goal with the help of brand reorganisation, thoughts, audience
engagement and lead generations. It will help an organisation to attract large
numbers of customers towards company brand and build a strong relation with their
customers. Which will help an organisation in enhancing their revenue. Social media
content will also reduce the cost of promotion for company and also reach to large
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number of customers at a single point of time as compare to traditional method of
marketing (Mahadevan, 2018).
Conclusion
From the above discussion on this report it is concluded that digital & social
media are very important for growth and development of an origination. This report
will assist in better analyzing the concept of marketing, various P,s included into
marking mix and also the communication mix. It is analysis that with the help of an
effective social media campaign an organisation will attract more and more
customers towards their product and enhance its revenue.
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References
Books and journals
Borum, F., and et. al. 2018. Social dynamics of the IT field: The case of
Denmark (Vol. 39). Walter de Gruyter GmbH & Co KG.
Forshaw, B., 2017. Italian Cinema: Arthouse to Exploitation. Oldcastle Books Ltd.
Goe, W.R. and Kenney, M., 2019. The restructuring of the global economy and the
future of US agriculture. In The future of rural America (pp. 137-155). Routledge.
Larson, T., 2020. Factors that Influence Adoption of Mobile Payment Systems: A
Correlational Study (Doctoral dissertation, Capella University).
Mahadevan, M., 2018. Data Professionals at Work. Apress.
Online
6 palatable marketing takeaways from Burger King’s social media strategy, 2019.
[Online] Available through <https://www.socialsamosa.com/2018/02/burger-kings-
social-media-strategy/>
Alexandra twin, 2020. [Online] Available through
<investopedia.com/terms/m/marketing.asp>
Coke make twitter a bit more personal, 2021. [Online] Available through <
https://www.brandingmag.com/2015/06/09/coke-makes-twitter-ad-bit-personal/>
Hitesh Bhasin, 2021, [Online] Available through <
https://www.marketing91.com/communications-mix/>
Marks & Spencer launches digital-first Must-Haves campaign, 2018. [Online]
Available through < https://uk.fashionnetwork.com/news/marks-spencer-launches-
digital-first-must-haves-campaign,1010069.html>
What is marketing? Marketing definition, 2016. [Online] Available through
<https://www.marketingteacher.com/what-is-marketing-2/>
Why you need the 7 P’s of marketing, 2021. [Online] Available through <
https://www.masslivemedia.com/the-7-ps/>
Will Kenton, 2020. [Online] Available through
<https://www.investopedia.com/terms/m/marketing-mix.asp>
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