A Detailed Report on Digital and Social Media Marketing

This report provides a comprehensive analysis of digital and social media marketing strategies, highlighting the importance of the marketing mix and communication mix in contemporary businesses. It delves into the specifics of digital marketing and social media marketing, emphasizing their benefits such as cost-effectiveness, interactivity, customer satisfaction, and mass reach. The report also includes practical examples of social media content, such as Instagram posts and reels, and analyzes the effectiveness of campaigns like Spotify's End of the Decade campaign. The analysis underscores the ability of social media platforms to leverage user data for targeted marketing, making them an excellent tool for engaging audiences and driving conversions. This document is available on Desklib, a platform offering a range of study tools and solved assignments for students.

Digital Media and Social Media
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Marketing ...................................................................................................................................3
the marketing mix and the communications mix.......................................................................4
Digital Marketing........................................................................................................................5
Social Media Marketing..............................................................................................................5
Importance of digital marketing and social media marketing in contemporary businesses. ......6
Benefits of social media and digital media marketing marketing. ............................................6
TASK 2............................................................................................................................................7
Two examples of social media contents......................................................................................7
Screen shot effective campaigns ................................................................................................7
Social media content is effective.................................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a business activity that focuses on increasing the sales of the company. The
sales and ultimately revenue of the company is increased by the means of promotion and
strategies implemented on the situation and condition of the market(Tuten 2020). In this
report a brief analysis and understanding of different types of marketing is carried out.
Digital media and Social media marketing are along with some of the best examples of the
social media content is included in the report. There are different strategies used to establish
a communication between a company and the customers, through this report the objective of
the understanding marketing mix and communicational mix explained in brief. This report
also focuses on the practical approaches used by the companies around the world effectively
use social media marketing and content that completes the objectives of different means of
marketing.
Task 1
Marketing
Marketing is the practice of activities and set of strategies that helps the brand communicate
and deliver the value of the brand and product to the customers. There are different forms of
marketing available in business world(Evans, Bratton, and McKee, 2021). The selection of a
single strategy or model of marketing by any company is done on the analysis of the target
market. For example, if the company’s target market and potential customers is the young
generation than social media marketing can be effectively used to reach the customer and
establish a communication. On the other hand, if the potential customers are old people that
social media marketing would not give appropriate results as the lack of potential customer
available on the social media platform.
.

the marketing mix and the communications mix
Marketing mix: It is the model of marketing and promoting the sales of the product and
services offered by the company. One of the most effective models of marketing is the
4Ps model(Heinze and et.al. 2020). 4Ps are product, price, place, promotion. It sets the
understanding of target market and enables the company to take appropriate measure for
the potential market.
Product: A product is anything that a company offers the customer in exchange of the money. It
could be a tangible object or an intangible service to the customers or even a combination of the
two (Dahl, 2018). Therefore, every company must have the complete information of this element
and potential customers of it in order to successfully carry out marketing for it.
Price: The next important element that is essential for the marketing strategies is the price. Price
is the net amount a company charger the customers in exchange of a product. The pricing of a
product includes the cost amount i.e. the total amount that the company had to bear to bring that
product to life and the profit amount.
Place: This element of marketing refers to the market and geographical area where the product
will be made available to the customers. The marketing depends heavily on the behaviour and
preference of the potential customers which in turn depends upon the place of business.
Promotion: This is the final element of marketing. In this element various sources of methods
are used to reach out to the potential customers
Communication Mix: Communication mix on the other hand is the tool to establish the
communication between the target customer and pre-existing customers as well. It is though the
medium of communication mix the customer and the brand itself reach out and contact each
other(Heggde and Shainesh 2018). There are various methods and means to establish the
commination and the utilisation of these multiple means simultaneously is called commination
mix.

The means of communication mix are advertising though TV, radio etc., E-mails, and digital
media marketing, Public relations, Personal selling and sales promotion. Communication mix is
important to establish a connection between the customer and company in order to satisfy the
customers in case if any query of complaints. This way the customer helps the company to
achieve perfection through the feedbacks and reviews.
Digital Marketing
Digital marketing is the process of promoting and selling the product though the use of
digital electronics available in the business market. The process of digital marketing allows the
company to use creative and technical means to display the product along with the efficient use
of the data analytics possessed by the digital market over the years of its existence (hatterjee, and
Kar, 2020). Digital media marketing use variety of means to reach out the customers such as
Television, Digital press, Phones, Tablet and Laptops through the use of internet. Cinemas. E-
mails etc.
Digital marketing allows the companies to effectively put creative methods and strategies to
promote their product and brand. Moreover, the company can used the years of data collected
through the demographics of digital media marketing.
Social Media Marketing
Social media marketing is a section of digital media marketing in which the company use
the social media platforms to reach out the target customer both for the marketing and as well as
the communicational purpose. In a present day market there are 3.96 billion social media users
which can be very easily reached out using various social media platform in order to promote
and increase he sale of the company (Iankova and et.al. 2019). There are various characteristics of
the social media marketing that makes it stand out of all the other methods of marketing is that
the user of the social media actively take part in the process of being on the receiving end of the
marketing. Different social media platforms are Instagram, Facebook, Snapchat, LinkedIn,
Pinterest, Tiktok etc. All these brand use advance demographic and psychographics techniques
to understand the users so that the marketing strategies prove out to fruitful to the companies.

Importance of digital marketing and social media marketing in contemporary businesses.
In the present day world, every teenage uses an electronic device like tablet or a smart
phone. Every single person with an electrical device can be reached out by the companies and
brands for the purpose of marketing (Arora, and Sanni 2019). These digital media is a broader
section of marketing where the surroundings of the digital world is used for marketing and
promotional reason. In the digital media marketing, the promotion is done on the demographics
of a large area and the psychographics of all the people present in the region and on the average
outcome basis. Whereas the Social media marketing is done on the basis of psychographics of
every single customer hence the data collected can be very effectively used for the promotion.
Benefits of social media and digital media marketing marketing.
Value for money : Social media marketing are one if the most cost effective form of
marketing as the potential customers can be very easily reached and with high conversion result.
Interactive: One of the characteristics features of the social media marketing is the ability to be
interactive, unlike other sources of marketing and promotion social media marketing is a two
way communication where the customer can reach out brand for reviews and expression of
personal interests.
Customer satisfaction : The two way communication helps the brand establish
customer relation that helps the bran achieve customer satisfaction.
Market awareness: In the process of social media marketing a company can be well
aware of the
preferences and trends of the market which can be used to spread awareness about the brand and
promote the product of the company.
Mass reach :Digital media marketing is generally put to use on a mass number potential
customers on the basis of their preferences shown over the years. This means of
marketing and
promotion is also helpful for the company to set the trend with creativity and innovative ideas of
promotion(Tuten and Mintu-Wimsatt, 2018).
TASK 2
Two examples of social media contents.

Social media marketing includes usage of various types of marketing tools and strategies
but above it is the social media content that matter the most in the customer engagement. There
are various types of content that the companies can customise and use for attracting the potential
customers These contents are Instagram Posts, Facebook Posts, Instagram Reels, IGTV videos,
Snapchat Stories, LikedIn profiles and Twitter. Out of all the forms of social media content the
the most engaging content is Instagram posts and stories.
Instagram posts: One of the most creative and audience engaging social media content is
Instagram posts. This form of content allows the customers to post infographic, questionnaires
one minute long videos and much more that could be used creatively and to provide a sense of
familiarity to the customers (Bhor and et.al. 2018). This content of the social media allows the
brand to post multiple pictures and a series of content to to provide the users a complete
understanding the goals and objectives.
Reels: Another effective social media content that allows the brand to use creativity and
engage the customers through the means of short videos named Reels by Instagram. The concept
of these videos is the people are only focused for a short time of 15 to 30 secs on the
informations.
Screen shot effective campaigns
One of the famous and most effective social media campaign that helped the music
streaming platform, Spotify in the growth and bringing in more users was the Spotify's
End of the decade campaign. The company started a service of letting the users rewind
the songs they played at the end of the year. This included various statistical data that was
specific to every user. The Data included contained the stats like.

The Most played songs, Total playing hours, number of artist that the person has heard over the
year. Favourite genres. Time of day when most songs were played etc. This helped the
users of the company to be excited about the same stats next year and brought in millions people
all around the globe. Spotify's major campaign that went viral on social media was the end of
the decade campaign. When the company started collecting the data till the end of the decade the
campaign became a huge success on various social media platforms like Facebook, Instagram,
Twitter.
Social media content is effective
There are multiple factors that make the social media marketing the most effective for of
digital media marketing. The key factors is the specificity with which the digital market deals
with the customers(Yadav, and Rahman 2018). Every social media platform records the
impressions, liking and preferences of the users which can be used to predict the product and
service preferred by the customers, Through the use of this data and effective and creative
marketing the users of social media posses high potential of becoming the customers of the
brand. Social media platform allows the brand to use the analytics of based on the regional basis
along with the data of the potential users, also what makes the social media platform an excellent
marketing tool is that ability to look into the total numbers of audience reached and their basic

reaction and preference on the content of the companies. The cost of engaging the audience for
the purpose of the marketing is extremely as compared to the other marketing means along with
the easy repetitious and updates the company can easily attract the customers(Arrigo 2018). In
other forms of marketing there is a seasonal hike as the places and areas of marketing is limited
to a number and brands compete during the seasonal rivalry. On social media platforms the
seasons do not affect the costing of marketing as there is plenty of space for the content and
rivals brand do not compete fort the content space among each other.
CONCLUSION
It is concluded from the above report that social media marketing and digital media
marketing are clinical in their objective i.e. these marketing means allow the brand to present
itself to customers with a creative approach that gives result and attract the customers towards
the brand. There report is limited because of the vastness of the social media and digital media
marketing strategies the methods and practices that are out to use are one of the best marketing
techniques in the current market majorly due to the characteristic of the customer engagement
and two way communication these form of marketing offers to the customers.

References:
Books and Journals
Tuten, T.L., 2020. Social media marketing. Sage.
Evans, D., Bratton, S. and McKee, J., 2021.Social media marketing. AG Printing & Publishing.
Heinze and et.al. , 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging concepts and
applications. Springer.
Chatterjee, S. and Kar, A.K., 2020. Why do small and medium enterprises use social media
marketing and what is the impact: Empirical insights from India. International Journal
of Information Management. 53 p.102103.
Iankova, and et.al. 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management. 81. pp.169-179.
Arora, A.S. and Sanni, S.A., 2019. Ten years of ‘social media marketing research in the Journal
of Promotion Management: Research synthesis, emerging themes, and new directions.
Journal of Promotion Management. 25 (4). pp.476-499.
Bhor and et.al. 2018, January. Digital media marketing using trend analysis on social media. In
2018 2nd International Conference on Inventive Systems and Control (ICISC) (pp.
1398-1400). IEEE.
Tuten, T. and Mintu-Wimsatt, A., 2018. Advancing our understanding of the theory and practice
of social media marketing: Introduction to the special issue.
Yadav, M. and Rahman, Z., 2018. The influence of social media marketing activities on
customer loyalty: A study of e-commerce industry. Benchmarking: An International
Journal..
Arrigo, E., 2018. Social media marketing in luxury brands: A systematic literature review and
implications for management research. Management Research Review.