Impact of Digital and Social Media Marketing in Contemporary Business

This report examines the role of digital marketing and social media marketing in contemporary businesses. It defines marketing and the marketing mix, highlighting the importance of the communications mix. Digital marketing and social media marketing are explored as key components of integrated marketing campaigns, enabling businesses to reach a wider audience and increase brand awareness. The report presents examples of successful social media content, such as video marketing and blog posts, and analyzes why these strategies are effective in driving user engagement and business leads. It emphasizes the importance of relevant and valuable content in improving customer insight and loyalty, and driving inbound traffic to a company's website. The Zara Instagram campaign is used as an example of effective social media marketing.

The role of digital
marketing and social
media marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
Marketing....................................................................................................................................1
Marketing mix and where the communications mix fits ...........................................................1
Digital Marketing........................................................................................................................2
Social Media Marketing..............................................................................................................2
Role of digital marketing and social media marketing in contemporary businesses. ................3
Task 2...............................................................................................................................................3
Present two examples of social media contents that really works and justify why. ..................4
You will provide screen shots of effective campaigns which you will insert into your word
document. Established models and standards for digital marketing should be referred to........4
Explain why you think the social media content is effective .....................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In this over throat competitive market, digital marketing is a tool of marketer to reach the
target audience by using an electronic media. Social media is turning to be an important
instrument in integrated marketing campaign to reach the millions audience. Marketer in the
present trends focus on the communication mix to communicate with their potential customer.
The different elements of communication mix in marketing enables a business to promote their
business by using various modes of advertisement. But the role of Digital marketing in integrated
marketing campaign is not hidden (Alghizzawi, 2019). This is thus, this report highlights the role
of digital marketing to formulate communication strategies in order to achieve desired objective
in the contemporary business environment.
Task 1
Marketing
Marketing is a process adopted by an organisation to for getting potential customer
interest in the product and service to generate business lead. A marketing is a process that
involves, market researching, promotion activities and selling and distribution of your product to
satisfy customer need and achieve business leads. In marketing , customer are the central part of
marketing strategies with an aim to attract, acquire and retain potential customer by satisfying
their desire and needs. Marketing services begins before the sale of any product and continuous
after sale with an aim to establish strong relationship with potential client and customers.
Developing a marketing plan enables a business to have a strong control over their marketing
efforts to focus more on generating business leads by increasing sales (Fajar, Sobari and Usman,
2018). Therefore, it has been identified that marketing is a complete management process
through which product are identified, demand are determines, business can focus on pricing
policy and selection of channel of distribution. Furthermore, marketing also involves developing
promotional strategies for communication mix.
Marketing mix and where the communications mix fits
Marketing mix refer to the collective set of action, strategies and tactics a firms used in
their marketing plan for promoting their product in the market. The 4Ps of marketing are
essential elements a company need to focus in to market their product and service in the
contemporary business environment. The 4PS of marketing mix are as follows:
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 Product/ service- This illuminate the product and service which an enterprise offer to
customer with a purpose to satisfy their needs. Price- Price illuminate the cost which a business ask to pay for its product and service.
Price should be reasonable and worthy in accordance to product and service. Promotion- An advertisement campaign to reach the targeted customers.
 Place- The place where product should be commercialise to generate sales revenue.
On the other hand, communication mix is a tool a business used to communicate with
their potential customer and clients. A communication mix in the marketing enables a business
to promote their product and service in the target market. In the recent contemporary business,
communication mix is emerging as an important aspect in marketing for communicating the
product and services of a firm to their potential customer, clients and stakeholders.
Digital Marketing
Digital marketing is one of the emerging buzzword in the present market scenario. A
digital marketing is a type of integrated marking campaign which a business are using for
promoting its product and services through an online channel. Digital marketing leverage upon
the different online channel such as search engine, social media, content and email campaign to
reach the targeted users (Guo, Ma and Gao, 2018). The traditional marketing promotion is
limited to a certain area, but the use of digital marketing have wider scope to reach to millions
audience easily. People of this generation are busier then ever before, their most of time spent on
the screen, thus companies now a days focus on the digital tactics to reach the customer via using
online channel.
Social Media Marketing
Social media marketing is the emerging concept in integrated digital marketing concept.
Social media marketing is a marketing practice to connect with the targeted audience through
social media network. Companies are levering upon social media marketing campaign to connect
with millions of user with a purpose to develop brand awareness, increase sales and to drive
more traffic on the website. Social media marketing begins with publishing or posting a content
on the social media platform like Facebook, Instagram, twitter and YouTube to drive more
traffic on the website with a hope to generate a business lead. Furthermore, marketer are using
social media marketing to drive more user engagement. SMM enables a firm to get direct
feedback form the potential customer in form of comments, reviews and like (Kayumovich and
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Kamalovna, 2019). This will creates an opportunity to attract and retain a consumer by properly
reacting upon their concern. SMM helps a business for its regular interaction with the target
audience.
Role of digital marketing and social media marketing in contemporary businesses.
A contemporary business environment is dynamic and competitive market which keeps
changing with change in market trend, hence a contemporary business is dynamic and uncertain.
Marker in the contemporary business are trying every aspect to push their products and services
ahead then their competitor. Both digital marketing and social media marketing contribute an
important role in a contemporary business by promoting product and services of a company to
their interested potential customers.
Role of digital marketing
The role of digital marketing is perfectly useful for a business growth in present dynamic
and competitive market. This is because digital marketing is providence a level of field to all
firms whether small or large to advertise their product and services. Furthermore, it has argued
that digital marketing provides effective results within the small investment; hence, digital
marketing enables a business to earn higher return on investment as compared to traditional
marketing (Kingsnorth, 2019). Digital marketing allows a business unit to advertise its product
and services on the vast scale. Moreover, digital marketing helps a business to earn more
business credibility for their brands.
Role of social media marketing
Social media is emerging as one of the crucial aspect of the digital marketing. SMM
helps a business to connect to millions of users easily by connecting through social media
platforms. SMM provides better customer engagement as consumer can share their feedback in a
form of comments, reviews and likes. Moreover, SMM assist a business to increase their brand
awareness, thus when an enterprise always on front of customer, there are more likely chances
that they would buy the product and services of the firm. Furthermore, SMM is more promising
tool and technique for branding (Shareef and et.al, 2019).
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Task 2
Present two examples of social media contents that really works and justify why.
Content in social media marketing is a marketing strategy focus on creating, posting and
displaying valuable and relevant content to the potential customer for their acquisition and
retention. However it will be tough job for a social media marketer to post fresh content on
different portal on regular basis. But a fresh and reliable content drives more user engagement.
Below are the some example of social media content:
 Video
This has been evaluated that digital video drives more user traffic on the web. If a business is not
positing video content then they are loosing an valuable opportunity to high reach and
engagement. An organisation can share their video content on various social media platform such
as post and story on Instagram & Facebook, YouTube, twitter, TikTok and etc. However, a
business can post their video content on any channel but uploading a video on Facebook and
twitter gives more user engagement as compared to YouTube (Mazza and Palermo, 2018).
Moreover, A organisation can target youth by using Tik Tok for uploading shorter video, it has
found that shorter videos have more user engagement then a longer time video. Furthermore, live
video posting on YouTube, Facebook and Instagram are also also a good options for PR
activities that includes event launch and press conference.
 Blog post
Blogs are the blooming aspect in the content marketing, if a company post blogs, they can share
their article by sharing a blog link on their social media handling either on their profile or their
post. This can be seen in Instagram as a option where marketer appeal to click on the bio to see
more or swipe up option in Instagram stories.
You will provide screen shots of effective campaigns which you will insert into your word
document. Established models and standards for digital marketing should be referred to.
This finding consider the integrated marketing campaign of the Zara. It does not matter if
Zara have finest product portfolio within an affordable price, but if its potential consumer do not
aware about that it, then this will not earn any amount for the business. Hence, digital marketing
do job for them to target their potential customer and earn brand credibility. Instagram is
emerging as everlasting platform for many social media marketing. This is because Instagram
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provide more user engagement and consumer conversion in compare to other other social media
networks (Webster and Hume, 2018). Zara has Instagram account with a millions of follower
who always looking for a new trend that suit with their personality. Moreover, Zara can make
use of social media marketing to make its potential consumer aware about that they have new
and fabulous addition by uploading their picture on their social handling.
(Source: Official Instagram account of Zara, 2020)
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(Source: Zara's latest Instagram post)
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Illustration 2: Zara post about latest released product

User on Instagram can look for latest product of Zara and can make order by tapping on
the buy now button that will redirect the user to the official website of the Zara to place order.
(Source: Buying through Instagram, 2020)
Explain why you think the social media content is effective
It has been found that if an organisation post doesn't have a impressive content to attract
the users, then it will be count as ordinary post. Social media content is an opportunity for an
organisation to improvise their potential consumer conversion as a valuable and relevant content
on social media creates a positive interaction between business and consumer. Furthermore, a
great content on social media allows a firm to improves customer insight, many organisation are
using cookies to track the online activity of the users so that the right content can be delivered to
potential consumer. Moreover, when an organisation collects primary information about
consumer buying journey, they are gradually enhancing the customer engagement with the brand
(Poturak, and Softic, 2019). When an enterprise target their potential customer by consistently
sending the relevant, valuable and creative content to the customer, they are slowly taking
advantage of the brand credibility and improve customer loyalty by engaging with customer on
their buying journey. Social media content is also beneficial for a business to get more inbound
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Illustration 3: Buying through Instagram, 2020

traffic on the firm's website and blog, thus more inbound traffic enhances the effectiveness of the
search engine optimisation. In order to get more inbound traffic on the website, a firm have to
publish a content that is valuable and engaging in accordance to targeted audience. The greater
the content on the social media enables a business to generate more business leads by directing
the user traffic to the website (Saura, 2020). People of this generation loves to share the content
on their social media account; if an organisation publishes quality of content then they are
gaining the advantage of publicity.
CONCLUSION
As per the carried out study, it has been concluded that effective marketing strategy
required a communication skills to reach the potential customer easily. Moreover, it has been
concluded that the role of digital marketing is emerging in the contemporary business
environment. It has been found that social media is emerging as an important integrated part of
the digital marketing, because social media marketing helps a business to reach the millions of
audience with a glance. Moreover, it has been concluded that a social media content is valuable
for an organisation for brand awareness and to improve customer engagement.
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REFERENCES
Books and Journals
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J. Inf.
Technol. Lang. Stud. 3(1), pp.24-31.
Fajar, A., Sobari, N. and Usman, H., 2018. Impact of marketing communication mix towards
image, brand awareness, and costumers decision to choose Islamic insurance.Journal of
Islamic Economics Lariba. 4(2), pp.109-122.
Guo, N., Ma, L. and Gao, T., 2018. Independent mix zone for location privacy in vehicular
networks.IEEE Access. 6. pp.16842-16850.
Kayumovich, K.O. and Kamalovna, S.F., 2019. Social media-marketing-a forceful tool for
tourism industry. European science. (7 (49)).
Kingsnorth, S., 2019.Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Mazza, B. and Palermo, A., 2018. Social media content for business and user engagement on
Facebook. ESSACHESS-Journal for Communication Studies. 11(1). pp.49-73.
POTURAK, M. and SOFTIC, S., 2019. Influence of social media content on consumer purchase
intention: Mediation effect of brand equity. Eurasian Journal of Business and
Economics. 12(23). pp.17-43.
Saura, J. R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.
Shareef, M. A., and et. al 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services. 46. pp.58-69.
Webster, G.B. and Hume, M., 2018. Analysing the role of social media in dialogue marketing
and management as a contemporary franchising local area marketing technique. In
Social Media Marketing: Breakthroughs in Research and Practice (pp. 176-205). IGI
Global.
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