Effective Digital & Social Media Marketing Strategies Report

This report provides a comprehensive overview of marketing, digital marketing, and social media marketing, examining the relationship between marketing and communication mixes. It defines key concepts such as the marketing mix (7Ps), digital marketing, and social media marketing, highlighting their importance to businesses in terms of wider reach, competitive advantage, easy targeting, and return on investment. The report also presents examples of successful social media campaigns, like Zoom's virtual background promotion and Starbucks' LGBTQ support campaign, justifying their effectiveness in engaging customers, enhancing brand awareness, and improving SEO rankings. Ultimately, the report concludes that both traditional and digital marketing are crucial for businesses, emphasizing the role of compelling content in building brand loyalty and fostering long-term customer relationships. This document is available on Desklib, where students can find a wealth of study resources, including past papers and solved assignments.

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Table of Contents

INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
Part 1.......................................................................................................................................2
Explanation of marketing..................................................................................................2
Explanation of marketing mix...........................................................................................2
Relationship of marketing and communications mix........................................................3
Explanation of digital marketing.......................................................................................3
Explanation of social media marketing.............................................................................3
Explanation of digital marketing importance to businesses..............................................4
Explanation social media marketing importance to businesses.........................................4
Part 2.......................................................................................................................................5
Examples of social media contents that really work & justification.................................5
Screen shots of effective campaigns..................................................................................6
Why social media content is effective?.............................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is all about promoting and advertising the products and services offered by the
organizations. In the earlier days marketing methods used were the traditional methods such as
television or newspapers along with the magazines and many more. But nowadays with the
support of advancement in technologies, there is the advancement of marketing as well which
can be done with the help of digital marketing. companies use both types of marketing and
traditional as well as online marketing to promote and advertise their brand in order to gain the
loyalty and customer relationship. Therefore, the following discussion is based on the concept of
marketing and marketing mix along with the relationship between marketing and communication
mix. concept of digital marketing and social media marketing along with the digital marketing
importance to business and social media marketing importance to business. Examples of social
media content that really work along with the justification is also discussed which includes the
screenshots of effective campaigns conducted by the companies and moreover the reason behind
the effectiveness of social media content with proper findings and conclusion.
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MAIN BODY
Part 1
Explanation of marketing
Definition
Marketing can be defined as the concept and function of the organization which is
responsible to formulate strategies for sales along with the promotion and advertising of the
products and services offered by the organization in order to generate revenues for the company
(Chaffey and Ellis-Chadwick, 2019).
Explanation
Marketing is a broader concept for any organization and it is important to perform by the
company because without marketing sales cannot be possible and therefore without sales the
profit making and revenues will be impossible and moreover it also includes the proper market
research and target audiences to sell the products and services.
Explanation of marketing mix
Definition and explanation
Marketing mix can be defined as the combination of various components which are
important to include in the marketing strategies for selling products and services with proper plan
and implementation which includes 7 P's of marketing such as product, price, place, promotion,
people, process and physical evidence (Charlesworth, 2018).
7P’s of marketing mix
Product is any item which is offered by the company to sell and make profit. Price is the
value of the product which the customer will pay in place of the product. Place is a location
where the product is positioned. promotion is an activity in which the company creates
awareness of their products in the marketplace. People are the staff of the company who are
involved in the functioning. Process is the whole procedure of the customer experience from
purchasing to the after sales services. Physical evidence is the environment where company and
customers interact with each other.
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Relationship of marketing and communications mix
Definition and explanation of communication mix
Communication mix can be defined as the combination of various elements where
customers and company communicate with each other and interact for the purpose of selling and
purchase along with the feedback and other services (Bala and Verma, 2018).
Linking communication mix and marketing mix
The elements of communication mix are the sales promotion, advertising, personal
selling, public relations, direct marketing, internet marketing and packaging. It is observed that
all these elements come under the promotion element of marketing mix and therefore the link
between communication mix and marketing mix is the promotional tool.
Explanation of digital marketing
Definition and explanation
Digital marketing can be defined as the advertising and promoting the products and services
with the help of computer systems and internet over the network which is also known as the
online marketing (Kingsnorth, 2019).
Examples
Examples includes the TESCO in retail sector uses the search engine optimization under
digital marketing along with the google ads and pay per click techniques as well.
Explanation of social media marketing
Definition and explanation
Social media marketing can be defined as the type of digital marketing where the products
and services are offered by the company on various social media websites such as Facebook,
Twitter, Instagram, YouTube, pin interest and many more which are famous and popular over
the internet and people spend time on it (Goldfarb and Tucker, 2019).
Examples
Example includes the TESLA in automotive sector uses the social media marketing in the
form of twitter to advertise their products and services with an attractive social media tools.
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Explanation of digital marketing importance to businesses
Wider reach
It is one of the importance of digital marketing to business is the wider reach which
means that the company can reach out to a broader number of customers in order to create brand
awareness and to advertise their product.
Competitive advantage
It is an another importance of digital marketing to business is the competitive advantage
which means that nowadays every company promotes their product on the Internet which helps
in the competitive advantage even in the pricing as well.
Easy targeting
It is also one of the importance of digital marketing to business is the easy targeting
which means that targeting customers and audiences is easy over the internet because
communication and interaction among the company and consumers is comfortable and fast
(Hanlon, 2018).
Return on investment
It is also an another importance of digital marketing to business that is the return on
investment which means that the investment is too low while promoting online and the return is
more than that therefore it is considered that it provides the highest return on investment.
Explanation social media marketing importance to businesses
Brand awareness
It is one of the importance of social media marketing to businesses is brand awareness
which means that creating awareness of the company is important which can be supported by
social media websites in an easy and comfortable manner.
Affordable promotion
It is an another importance of social media marketing to businesses is the affordable
promotion which means that the company can promote and advertise their products and services
in a cost efficient manner without any extra expenses and spending over the marketing activities
along with the time and energy saving methodologies.
Engaging customers
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It is also one of the importance of social media marketing to businesses is engaging
customers which means that from customer experiences to the long-term relationships along with
the customer loyalty and interaction with the customers is facilitated with the help of social
media marketing (de Ruyter, Isobel Keeling and Ngo, 2018).
Enhances SEO rankings
It is also an another importance of social media marketing to businesses is the
enhancement in search engine optimization rankings which means that more people visit the
website of the company which automatically increases the ranking of the website on the search
engine which also increases the traffic.
Part 2
Examples of social media contents that really work & justification
Example 1
Zoom is one of the leading international software program companies which enables
various companies and students to organize their meetings on zoom conference calls. They have
adopted social media marketing with attractive content and featuring it that is the virtual
background and promoted on Twitter. They have organized the contacts for the best virtual
backgrounds so that more and more people use and get entertained with zoom applications.
Justification of this campaign is that zoom has gained a lot of visitors for its applications and
many organizations have started using get for interviews and for other programs as well (De
Pelsmacker, Van Tilburg and Holthof, 2018).
Example 2
Starbucks is one of the leading international coffee companies which provides coffee
services to the customers. They have adopted social media marketing with attractive content so
that they can connect with the customers by starting the campaign on lgbtq groups and telling
their importance in our society and how we can treat them equally as a normal human being.
They have chosen the YouTube video application to implement this idea. Justification of this
campaign is that Starbucks is now able to connect with the customers and their emotions so that
customers can visit the Starbucks and make purchases (Olson, Olson, Czaplewski and Key,
2021).
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Screen shots of effective campaigns
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Why social media content is effective?
Consumer in control
It is one of the effectiveness of social media content to the company's that is the
consumer in control which means that the company is now facilitated to control their customers
and convince them to purchase the products and services offered by them because the
communication and interaction with the attractive social media content is effective nowadays
which directly connects to the customers.
Convenience
It is an another effectiveness of social media content to the companies that is the
convenience which means that the convenience is not only for the companies but also for the
customers because while sitting at home they can order whatever they want and the delivery
services will be at their home and only they just need to pay for the product with good offers and
discounts.
Satisfaction
It is also one of the effectiveness of social media content to the companies that is the
satisfaction which means that the satisfaction is not only of the company but also of the
customers because of the comfort provided by the company to the customers in terms of their
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services without any complications so therefore the whole customer experience proves good
which enhances satisfaction.
Loyalty
It is an another effectiveness of social media content to the companies that is the loyalty
which means that not only in context of brand loyalty but also customer and each and every
stakeholder associated with the company gains loyalty towards the organization with the
powerful and strong content on social media websites.
Reduced cost
It is also an another effectiveness of social media content to the companies that is the
reduced cost which means that the overall activities conducted by the companies in terms of
content creation and presentation in front of the customers are cost efficient and effective with no
more extra expenses and spending which helps the company to save and invest in other
departments of the organization (Desai, 2019).
Builds a brand
It is one of the effectiveness of social media content to the companies that are building a
brand, which means that attractive content on the social media helps the companies to build their
brand in an effective manner in front of the customers with good image and reputation in the
market place along with the industry also with the goodwill. This whole combination helps the
company in building their brand.
Measurable
It is an another effectiveness of social media content to the companies that is the
measurable which means that companies are not benefited while using the social media content
because of the proper and an appropriate measurement of the investment and the return on
investment calculation done by the companies and therefore it helps in the decision making for
future considerations.
Relationship
It is also one of the effectiveness of social media contents to the companies that is the
relationship which means that content writing is the profession nowadays which is done by
skilled and expertise people and this is because it is important that a content of the company
should connect with the audiences so that they can review and visit the company's website and
make purchases of the products and services they are looking for therefore content plays the
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