Report: Marketing Mix, Digital Marketing, and Social Media Campaigns

This report delves into the core concepts of marketing mix, digital marketing, and the pivotal role of social media marketing in contemporary business strategies. It examines the various components of the marketing mix, including product, price, place, and promotion, and how they are adapted in the digital landscape. The report then explores the significance of digital marketing, emphasizing its use of online technologies and strategies, with a specific focus on social media marketing. It also provides an analysis of two successful social media campaigns: Spotify's personalized 'Wrapped' campaign, which leveraged user data and social sharing, and Starbucks' #WhatsYourName campaign, which focused on inclusivity and brand values. The report concludes by highlighting the importance of digital and social media marketing for enhancing customer engagement, brand awareness, and overall business success.

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Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing mix and the communications mix:........................................................................3
Social media marketing..........................................................................................................5
PART 2............................................................................................................................................6
Two examples of social media contents that really works.....................................................6
Conclusion.....................................................................................................................................13
REFERENCE.................................................................................................................................14

INTRODUCTION
Marketing is regarded as set if activities, institutions and process that are adopted for the
purpose of creation, communication and delivering if suitable value to the target segment of
customers. Digital marketing is a component that is based on utilisation of online based
technologies and digital strategies, where social media marketing is one of the most popular
aspects of digital marketing. The changing external environment social media has played
essential role in building up of effective marketing strategy. It has helping businesses in
connecting with the customers increasing brand awareness and generation of more sales. Present
report is based on analysing the different concepts of marketing mix, digital marketing and the
importance of social media marketing for contemporary business (Dahl, 2018). Further, there is
analysis of different social media contents as part of digital marketing strategies. There is also
evaluation of effective campaigns that have helped organisations in being successful.
PART 1
Marketing mix and the communications mix:
Marketing mix is related with different multiple areas of business that are part of a marketing
plan. Effective marketing campaign touches on broad range of areas. Marketing mix is a concept
that is used for the purpose of developing effective marketing strategy (Yadav and Rahman,
2017). It was introduced in the year 1960 by marketing professor and author is EJetome
McCarthy. According to the industry and the target market of the marketing plan different
managers have to use various approaches according to suitability.
Presently there is an analysis of different aspects of marketing mix that are used by Business
organisations according to the suitability:
Product: It represents the service or the items that are designed for the purpose are satisfying the
customer needs and wants. For the purpose of effectively marketing of a product and service it is
necessary to identify the way it is different from the existing competitors.
Price: The price of a product has to reflect the actual value that is perceived by customer from its
usage. There has to be balance between the overall marginal utility derived by a product and the
monetary amount that is paid by customers (Venciūtė, 2018). Now, in the present scenario

organisations are focusing on use of concept that is value based pricing. In this the customers
perceive the quality of product according to overall value derived.
Place: According to the type of product it is important to consider the area of distribution. There
are different consumer products that include paper goods, durable goods, nondurable goods that
have to be placed according to the type. Premium customer products are available on specific
stores. With the covid-19 pandemic there has been a shift towards more online purchases as
compared to offline physical stores.
Promotion: There are different joint marketing campaigns that a part of the promotional mix. It
includes sales promotion and advertising personal selling for maintaining public relations.
Marketing professionals are working towards constructing a message that is incorporated in the
details. There is determination of best medium for communicating the message and for the
decisions related to communication frequency.
Communication as part of marketing mix:
Communication mix: The marketing communication mix is the part of promotional aspect of
marketing mix. Communication mix is regarded as a process where there is a selection of
specific methods. The specific methods are used for the purpose of promoting the products and
the services that are offered for the target customers (Adeola, Hinson and Evans, 2020). There
are many different types of communication mix strategies that are used by organisations. Such
as, it includes the advertising element. Advertising consists of the messages that a business is
delivering through medium to reach target audience. Another element is direct marketing and
personal selling their organisations and using distribution channel suppliers. Messaging and
public relation is also a aspect of communication mix. Direct marketing to the target segment of
customers is where there is use of personal selling and sales promotions. Another very popular
medium that is used by organisations as a part of communication mix is event sponsorship
where there is use of presence at entertainment sports on nonprofits events for the purpose of
brand promotion.
Digital marketing:
Digital marketing: Digital marketing is based on the use of internet social media, mobile
devices, search engines and other different channels for the purpose of reaching customers.
There are many marketing experts who are considering digital marketing strategies for the
purpose of approaching the customers (Oliveira, Barbosaand Sousa, 2020) . It is related with the

development of new ways of understanding of how customers are behaving. This is done as
compared to the earlier used traditional marketing strategies. Digital marketing is used for
targeting a specific segment of customer. Digital marketing is different from internet marketing
because internet marketing is related with advertising. Whereas in case of digital marketing it
takes place through Subway platform, video game, Smartphone apps and various mobile devices.
Social media marketing
Social media marketing: Social media marketing is regarded as use of different social media
platforms for the purpose of connecting with the audiences. It is related with building up of
brand enhancing sales and driving of website traffic. It involves publishing of great content on
various social media profiles and engaging with the followers so that there can be analysis of
results. Popular social media platforms include Instagram, Facebook, Twitter, Pinterest,
YouTube, Snapchat and LinkedIn. There are many social media management tools that are used
by businesses for the purpose of promoting them through these platforms. Social media
marketing started with the increasing popularity of such social media applications. Business
organisations are now using myriad in different ways (Tsao, and Mau, 2019). Organisations are
willing to understand the way they are able to perform on social media sites. For this purpose
there is an analysis of the customer reach customer engagement and the conversion rate through
these social media sites. For this purpose there is use of social media analytics as a tool.
Importance of digital marketing and social media marketing for contemporary business:
Importance of digital marketing: for the contemporary business organisations digital
marketing has led to create higher customer engagement. It has been possible because of the
ability to interact with the prospects and learning what they are exactly looking for. Digital
marketing strategies have lead to developing effective techniques that are also cost saving. It has
assisted in having a wider customer reach across globe. It is also helping in tracking of responses
by the marketing efforts.
Importance of social media marketing: Social media marketing has become one of the most
crucial aspects of digital marketing. It is providing incredible benefits that are helping in
reaching millions of customers across world.

Improving brand awareness: Different social media marketing tools have led to creation of
profitable digital marketing platforms (Alghizzawi, Habes and Salloum, 2019). Creation of social
media profiles has helped in starting of more networking by organisations. By spending of only
few resources 91% market is believe that social marketing efforts has led to increasing brand
visibility.
Cost effective: Social media marketing has been one of the most cost effective ways of
advertising. Cost effectiveness has helped in generation of greater return on investment. By
making of investment of small amount there is greater return on investment that is generated
through these social media platforms.
Customer engagement: There is high amount of customer engagement and interaction that is
easily done through set social media applications.
Improving brand loyalty: The contemporary business organisations have been able to improve
the overall brand loyalty through the social media presence. It is related to up surging customer
retention by building up of higher customer loyalty. Brand loyalty and customer satisfaction
possess a direct relationship. With the use of social media strategies or organisations are able to
assess the present satisfaction level of their customers. It helps in building up of a loyal customer
base in long run.
PART 2
Two examples of social media contents that really works
Spotify:
Platform: Instagram
In year 2019, Spotify started a campaign that was to launched for its users to see the most
important musical highlights on the website. The Spotify wrapped showed the most listened
artist songs centuries and other data discoveries. It led to a situation where music coincides with
the overall life events of the year. Spotify suggested its users to share their stories on various
social media platforms like insta stories and Twitter.
Numbers: According to the figures of Twitter the campaign has been a part of 1.2 million pose
in the initial month of its launch.

Customer engagement is one of the major factors of success for any existing brand that can be
created by use of social media applications. In this scenario also there was a combination of
customer engagement and customer interaction by making people evaluate their song choices.
60 million users were engaged in the app story experiences. There were about 3 billion streams
that was wrapped playlists
The major success behind the campaign was the Spotify combine two physiological triggers that
were part of the campaign when was FOMO and personalisation (Arrigo, 2018). This app
provided a personalized story for each of the users and the way they were able to develop the
music taste through the year. Secondly, it leads to encouraging and enabling of sharing on social
media pages. Spotify implied the reach of this campaign. The users naturally wanted to show
their highlights to the friends by engaging the people to try their experiences.

(Source: 15 Awesome Examples of Social Media Marketing, 2020)

Starbucks:
Starbucks use several platforms for their campaign#whatsyourname.
In February Starbucks UK partnered with mermaids that are organisations supporting gender
diverse youth and transgender on the campaign. There was use of different social media
engagement strategies for a value driven. Starbucks focused on developing inclusive towards
people of all genders by honouring their frozen names (Ho and Wang, 2020). This campaign was
built on the well-known aspect of Starbucks experience by having the name written on the side
of cup. The main aspect was commitment to the respect of names at customers wanted to be
called. Encourage people to post their photos of mermaid tale cookie that raised funds for various
mermaids by using this campaign hashtag.
Reason for success: this campaign was one of the most attractive campaigns as compared to
traditional advertising methods. The main aspect was the simplicity and clarity of the campaign
has taken. Evil 2 associated with this campaign with a real and emotional value.
Learning: The learning’s from this brand have been because of the politics as topics for the
customers and employees willing to make world a better place.

(Source: 7 of the Best Social Media Campaigns (And What You Can Learn From Them), 2020)
Starbucks was able to attract the critics by this campaign. They were standing up for a genuine
cause. This was a part of the reputation building strategy that was very important after they were
called out 2018 for being racist in one of the locations (Adeola, Hinson and Evans, 2020).
Through this campaign the major aim of Starbucks was to share the respect and inclusivity
towards the diversity in society. It also helped them in the building the respect and trust from
their customers. It was done through this social media campaign by ensuring them that Starbucks
is having a contribution towards better living society. The main focus of Starbucks through this
campaign was to attract as many as people who can relate to the transgender and the growing
diversity in society. The social media campaign was basically used as a tool to deal with the

negative stories and experiences that are shared by people. It created a fun way where people
were able to share their stories across the public platforms. People with similar mindset also had
a interaction through comments and engagement on these posts.

(Source: 7 of the Best Social Media Campaigns (And What You Can Learn From Them), 2020)

Conclusion
It can be concluded from the above discuss aspects that digital marketing strategies have been
one of the most effective tools that have transformed the promotion strategy of business. It is
helping brands to connect with the potential customers by using digital communication methods.
The changing external environment has to developing relationship with customers. It is done by
enhancing the level of customer engagement. Organisations have completely shifted towards
developing effective social media marketing campaigns. It has created face by which there is
direct communication channels that are build up between the target segments of customers.

REFERENCE
Books & Journal
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Yadav, M. and Rahman, Z., 2017. Social media marketing: literature review and future research
directions. International Journal of Business Information Systems, 25(2), pp.213-240.
Venciūtė, D., 2018. Social media marketing–from tool to capability. Management of
Organizations: Systematic Research, 79(1), pp.131-145.
Adeola, O., Hinson, R.E. and Evans, O., 2020. Social media in marketing communications: A
synthesis of successful strategies for the digital generation. In Digital Transformation in
Business and Society (pp. 61-81). Palgrave Macmillan, Cham.
Oliveira, M., Barbosa, R. and Sousa, A., 2020. The use of influencers in social media marketing.
In Marketing and Smart Technologies (pp. 112-124). Springer, Singapore.
Tsao, W.C. and Mau, T.C., 2019. Ethics in social media marketing: How should sponsorship
information be disclosed in online product reviews?. Aslib Journal of Information
Management.
Alghizzawi, M., Habes, M. and Salloum, S.A., 2019, October. The relationship between digital
media and marketing medical tourism destinations in Jordan: Facebook Perspective.
In International Conference on Advanced Intelligent Systems and Informatics (pp. 438-
448). Springer, Cham.
Ho, C.W. and Wang, Y.B., 2020. Does Social Media Marketing and Brand Community Play the
Role in Building a Sustainable Digital Business Strategy?. Sustainability, 12(16), p.6417.
Adeola, O., Hinson, R.E. and Evans, O., 2020. Social media in marketing communications: A
synthesis of successful strategies for the digital generation. In Digital Transformation in
Business and Society (pp. 61-81). Palgrave Macmillan, Cham.
Arrigo, E., 2018. Social media marketing in luxury brands: A systematic literature review and
implications for management research. Management Research Review.
Online
15 Awesome Examples of Social Media Marketing, 2020
[Online], Available through<https://www.searchenginejournal.com/social-media-marketing-
examples/380202/#close>
7 of the Best Social Media Campaigns (And What You Can Learn From Them), 2020 [Online],
Available through<https://blog.hootsuite.com/social-media-campaign-strategy/>