Comprehensive Marketing Report: Strategies, Digital and Social Media

This report provides a comprehensive overview of marketing strategies, focusing on digital and social media marketing techniques. It begins with an introduction to marketing and its importance in increasing sales and profitability. The main body delves into the marketing mix (product, price, place, and promotion) and communication mix, including advertising, personal selling, sales promotion, and direct marketing. The report then explores digital marketing and social media marketing, highlighting their benefits such as wider customer reach, brand awareness, improved search engine rankings, and customer satisfaction. Part 2 focuses on social media content marketing, including the use of pictures and shopping features, with examples from MoonPie and Casper. The report concludes by emphasizing the importance of marketing strategies for business success and profitability.

Marketing

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
PART 1........................................................................................................................................1
PART 2........................................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is one of the most important aspect in the current scenario as in it different tools
and techniques are used so as to improve and increase the level and volume of sales so that it can
help in the increased profitability of the company in the long run (Amelia, Salamah and Sofyan,
2019). In this report there is a detailed examination done on the aspect of marketing and its
related aspects like digital and social marketing, marketing mix and its importance from the
company’s point of view. Apart from this the report covers analysis of different companies and
the marketing concept that they use so as to sustain and survive in the industry for a much longer
time period as compared to its rivals.
MAIN BODY
PART 1
Marketing- It is basically using various tools and techniques so as to promote the goods
and services that the company renders in the market so that it can grasp a larger market share in
the industry as compared to its competitors. It is very important for each and every firm that is
operational in the market to evaluate all the aspects of it so that it can add value to the
organisation in the long run. There are generally four marketing mix tools that are prevailing in
the market since a long time period and all of them are discussed below in an elaborated manner-
 Product- A product must be designed by the company in such a manner so that it can
carter the needs, requirements, and demands of all the prospective customers and it can
be both that is tangible like goods or intangible like services. Thus all the specifications
of the product like its design, quality, branding, etc. comes in it.
 Price- It is the amount that a customer spends while purchasing a particular goods or
services and hence the price of the product must be fixed in such a manner so that it can
meet the demands of the buyers within a limited budget (Bang, Joshi and Singh, 2016).
 Place- It is the geographical location at which the product is available to the customers
and thus a company must open the outlets at places that sees a rush of customers so that it
can add value to the firm in the long term.
 Promotion- It deals with the strategies that are used by a company to promote its goods
and services so that it can reach maximum number of people and that too within a limited

time period and the most common used tool by enterprises is advertisement since it gives
mass reach within a limited budget.
Communication Mix- It includes many tools that are used to promote product of a
company so that customers that are willing to purchase the product can know about the details of
it and its different aspects that are involved in it are explained below in detail-
 Advertising- It is one of the most used method as it has a high rate of success in all the
markets as it is the medium of promoting the product of a company by using different
modes like newspaper, social media, TV, etc. which gives a firm mass reach and that too
within a short time period (Keegan, Rowley and Tonge, 2017).
 Personal Selling- It is a technique that is used by firms to promote their goods and
services as it involves personal interaction with the customers and telling them about the
pros and cons of the product which becomes helpful in increasing profitability in the long
run.
 Sales Promotion- It is a technique that involves short term attractive initiatives that are
taken by a firm to lure customers so that it can help in increasing the volume of sales and
subsequently profitability in the market.
 Direct Marketing- It is a technique in which a direct contact is established between the
company and the buyer so that it can help in increasing the demand for that product in the
industry which can result in increased market share of that company in the market. It also
prove beneficial for the firm which is not well known by the customers and by this
benefits of the product are told to the buyers so as to improve the positioning of the
enterprise in the long run.
Digital Marketing- It is a concept of marketing that involves online based technologies
so as to reach maximum number of prospective buyers and the technologies that are used in it are
mainly computes, mobile phones, and other similar type of platforms (Le, Scott and Lohmann,
2019).
Social Media Marketing- It is a type of marketing platform that uses social media sites
to promote the goods and services that the company renders in the market. It is very crucial in
the present time since the use of social media sites has taken a pace and it proves beneficial for
the company as this helps in increasing the sales and profitability of the organisation in the long
run.

Importance of Digital Marketing and Social Media Marketing-
 Wider range of customers- The above mentioned techniques are very effective as well
as efficient too as they help in getting a wide range of buyers that are able and willing to
buy the product which helps in increasing the sales and as a result profitability also
increases.
 Brand Awareness- The techniques that are explained above are very useful as they help
the people of the society to be aware of all the brands that are available in the market so
that they can opt for the best one that is present from the number of alternatives that are
available in the industry (Noel, Babor and Robaina, 2017).
 Improved Search Engine Rankings- All the products that are shown to the customers
are rated by the genuine customers that are using the goods or services and thus it proves
beneficial for the buyer to purchase the best product by seeing the ratings of all the
similar product and also it helps in reducing the expense too since a person does not have
to search for a product everywhere.
 Customer satisfaction- When the techniques that are mentioned above are used it
increases the level of satisfaction of the customers since they get a product or service
within their budget level which increasing the satisfaction since companies provide full
value for the money that has been spend by the buyer.
PART 2
Social Media Content Marketing- It is dual concept since in it two things that is social
media and content marketing meets at a same place so that it can reach as much number of
people within a limited time frame so that the cost of the product can be reduced which can
substantially increase the level of profitability in the long run. Some examples based on it are
described below in detail-
 Pictures- It is one of the most essential as well as crucial aspect as picture grasp the
attention of the customers in a quick time period and hence companies try to put such a
picture on their product so that it can easily be identified from a distance. Also firms
ensure that the taken picture gives a message about the product and gives a lot of
information about it to the buyers (Roy, Datta and Basu, 2017).
Justification- Since pictures are used in the marketing process it helps to grab the
attention of different customers and that too ranging in different ages and thus it helps the

company to increase its sales in the market. It also is a tool of showing the creativity and
innovation level of the company which at times remains in the sub conscious minds of the
customers that helps the enterprise in the long term scenario.
Shopping on Instagram- It is one of the simplest ways of shopping as it helps to find
relevant things that one wants to purchase and thus reducing the time on searching and hobbling
between different sites. In this type of shopping it becomes easy for the buyer to search the
needed product according to their taste and preference and it can be shared too on that platform
only. It is also beneficial for the companies as it reduces the cost of promoting the goods and
services and at the same time it gets a ready market and that too with a nominal cost to pay.
Justification- It is very justifiable as the world is becoming technology savvy and thus it
carter the needs of the people since particular section of people can be targeted in it that are able
and willing to buy the product.
Examples of Social Media Content Marketing-
 MoonPie is a firm that used Twitter to its advantage and it provides details of the product
and services that it renders on it in a unique way that is a part of its strategy to promote it
in the market so as to gain attention of a number of people that are joined with the
company. The strategy that is used by the firm is depicted below in the form of a
presentation (Truong, Saunders and Dong, 2019).

 Casper is a company that uses social media platforms like Instagram, Facebook, etc. to
promote its goods and services that it renders in the industry and it create an interactive
content on the above mentioned platforms so that it can attract many person at a same
time so that it can help in the increased profitability and sales in the long run and the
example of its is shown below in a presentation.
Importance of Social Media Content Marketing-
 Interactive content- Social media content marketing is one of the best way to ensure that
the content of the product that the customer will see is interactive enough or not so that
any rectifications can be made well before the launch of the product which can prove
beneficial in the long run to the firm. Thus it is very crucial and important for
organisations to recruits persons that are well capable, intellectual, and experienced
enough so that they can create the desired content for the enterprise which can help the
company to grow and prosper in the industry.
 Innovative content- Social media content marketing helps to frame innovative content
that is entirely different from the previous one and from the competitor’s product too
since similarity is considered as one of the biggest barrier in increasing the sales of a

company. For the innovative content the media managers must focus more on their skills
and must make attractive and catchy content with one liners that are best suited for the
product (Whitler, Krause and Lehmann, 2018).

 Targeting more customers- Social media content marketing carries the potential to
attract and grasp attention of a number of customers since its reach is big and also
provides that opportunity to the company to exploit the number of customers by doing
their activities in an effective and efficient manner.
CONCLUSION
Marketing is one of the best techniques that a firm can use in order to increase the
profitability level and that too within a short time frame. From the above it can be concluded that
the concept of marketing is a wide concept that involves many things and all has to be studied in
detail so that it can add value to the company in the long term. Apart from that it can be
concluded that there are different types of strategies that are used by different firms in order to be
successful in the market that is highly competitive and dynamic in nature and each enterprise
must choose an appropriate strategy according to the needs of that company.

REFERENCES
Books and journals
Amelia, S., Salamah, H. and Sofyan, M., 2019. Effect of Marketing Strategy and Service Quality
Against the Decisions of Parents. Ilomata International Journal of Management. 1(1).
pp.31-37.
Bang, V. V., Joshi, S. L. and Singh, M. C., 2016. Marketing strategy in emerging markets: a
conceptual framework. Journal of Strategic Marketing. 24(2). pp.104-117.
Keegan, B. J., Rowley, J. and Tonge, J., 2017. Marketing agency–client relationships: towards a
research agenda. European Journal of Marketing.
Le, D., Scott, N. and Lohmann, G., 2019. Applying experiential marketing in selling tourism
dreams. Journal of Travel & Tourism Marketing. 36(2). pp.220-235.
Noel, J. K., Babor, T. F. and Robaina, K., 2017. Industry self‐regulation of alcohol marketing: a
systematic review of content and exposure research. Addiction. 112. pp.28-50.
Roy, G., Datta, B. and Basu, R., 2017. Trends and future directions in online marketing research.
Journal of Internet Commerce. 16(1). pp.1-31.
Truong, V. D., Saunders, S. G. and Dong, X. D., 2019. Systems social marketing: A critical
appraisal. Journal of Social Marketing.
Whitler, K. A., Krause, R. and Lehmann, D. R., 2018. When and how board members with
marketing experience facilitate firm growth. Journal of Marketing. 82(5). pp.86-105.