Digital Marketing Report: Marketing Mix and Social Media Strategy

This report provides a comprehensive overview of digital marketing, emphasizing the marketing mix and communication strategies employed by companies. It uses examples such as TESCO and Marks & Spencer to illustrate the application of these concepts. The report also delves into the role of social media channels like LinkedIn, Facebook, Twitter, and Snapchat in brand communication, explaining their effectiveness in reaching target audiences. The analysis underscores the importance of social media content in attracting customers and enhancing brand value, highlighting the need for companies to leverage IT expertise and strategic marketing management to succeed in the digital landscape. The document is contributed by a student and available on Desklib, a platform offering study tools and resources.

Practical digital
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Describe and discuss the Marketing mix. Use examples to illustrate point...............................4
Describe and discuss the key elements of the communications mix. (Use examples to
illustrate points. ..........................................................................................................................5
PART 2............................................................................................................................................6
Explain how each of the social media channels are used as part of a brands’ or company’s
communications strategy, using examples to illustrate answer..................................................6
LinkedIn .....................................................................................................................................6
Facebook.....................................................................................................................................6
Twitter.........................................................................................................................................6
Snap chat ....................................................................................................................................7
Explain why the social media content is effective......................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The digital marketing is considered as an important business activity which used
information and technology to perform effective and essential operations (Chaffey, and Ellis-
Chadwick, 2019). In the corporate world these days, digital marketing is used as a major tool
which helps in performing operations related to the business in a fast and quick manner. All
major companies in the international and national marketplace focus on operations related to
digital marketing for achievement of competitive advantage. In this project various dimensions
of marketing are explained in a precise manner along with the application of marketing and
communication mix. This report also includes role played by social media in order to develop
operations and functions related to digital marketing.

MAIN BODY
Describe and discuss the Marketing mix. Use examples to illustrate point
Marketing mix is the major tool which is used by global and domestic companies in order
to lead the marketplace (Chaffey, and Smith, 2017). It is also one of the major role and
responsibility of marketing management to apply marketing mix with effectiveness for
achievement of better results. In this section example of TESCO multinational retail company is
taken into consideration for better understanding dimensions of marketing. The application of
marketing mix for TESCO company is mentioned below:
 Price- The price of a product is considered as the final value at which it is sold at the
marketplace. It includes the cost of production along with the profit margin of TESCO in
order to perform specific operations. It is essential for a company to set desired and
optimum prices for products and services to lead the competition. TESCO company sets
optimum and affordable prices for its products and services in order to increase sales
turnover. The marketing management of TESCO also develops fair pricing strategies
which are essential to be calculated with support of operations and financial management.
 Place- Place is considered as the geographical location of the business which helps in
increasing sales of the company. The TESCO company decides development of optimum
and quality based place to sell their unique products. Also it is crucial for TESCO to set
place for selling its products and services according to the target customers and their
demand. Company also conducts a market survey in order to develop and get knowledge
related to wants and needs of different customers.
 Promotion- The promotion is related to develop and formulate advertisements and
publicity of a product. In the recent times, importance of promotion is increasing in this
competitive world, so a company should promote its products with effective measures
(Dabas, Sharma, and Manaktola, , 2021). In order to promote different products at the
marketplace,it is necessary for a company to develop promotion of products and services
using strategies. The TESCO company mainly use social media and internet to perform
advertisements of its products.
 Product- The product is most essential element in the development of marketing mix
which enables a company to perform in a desired manner. Product is considered as major

physical output which is produced by a company to sell it to marketplace. It is also major
role and responsibility of marketing management to develop product according to the
wants and needs of different customers.
Describe and discuss the key elements of the communications mix. (Use examples to
illustrate points.
Communication mix is a combination of different factors and elements which are
important for development of selling operations. There are many business organisations at the
marketplace which use communication mix for development of different goals and objectives in
a set period of time (Hall, 2020). In this section example of Marks and Spencer company is taken
into consideration for better understanding communication mix. The communication mix of
Marks and Spencer along with its elements are mentioned below:
 Advertisements- The advertisements are important part of communication mix which are
helpful in increasing sales of a product. Media is an important source which is used by
Marks and Spencer company in order to formulate advertisements of products and
services. It is essential for a company to perform different advertisements using
traditional and social media based operations for overall business development.
 Direct marketing- In this element of communication mix, Marks and Spencer directly
contacts with customers. The application of communication mix is also helpful in
increasing competitive strength of company. The direct marketing includes personal
contact of marketing professionals with the customers to lead the competition. This helps
in increasing sales of the business in a rapid and quick manner.
 Public relations- This is considered as a major approach in development of
communication mix which includes management of relations with public. All major
companies should focus on development of public relations in a well defined manner to
increase sales in a short period of time.
 Sales promotion- Sales promotion is an important technique which can be used by a
business to increase sales figures. In this approach, sales promotion is performed by a
business with increase in communication mix degree (Kannan, 2017). All major
companies should also focus on development of sales based promotion figures with
promotion of output. It is also one of the key role and responsibility of a company to

promote sales with the help of IT based systems. The IT based systems like software and
advanced computer systems help in reaching large number of customers.
PART 2
Explain how each of the social media channels are used as part of a brands’ or
company’s communications strategy, using examples to illustrate answer
LinkedIn
LinkedIn is a famous website which provides job platform to youth as it involves various
companies which are having vacancy. The website is used by large number of youth population
in order to search for job opportunities (Key, 2017)). In the recent times, LinkedIn website is
rising with a boost due to work from home opportunities that are created after the pandemic.
LinkedIn profile is also majorly important for job seekers as it provides job opportunities while
taking into consideration need and qualification of a person. All major companies which are
present at the marketplace also pay a good amount to LinkedIn for increasing advertisements
based operations. The major role of LinkedIn is also related to develop job opportunities for free
lancers.
Facebook
The Facebook is one of the largest social media websites, which has large number of
users from all over the world. This social media website was founded in the year 2004 and it now
one of the topmost leader in social media market. Facebook plays an active role in development
of individuals by connecting them to the whole world (Pandey, Nayal, and Rathore, 2020). It
also makes easier for the companies to reach target audience in a set period of time. There are
different major companies which are present in the marketplace, use Facebook as the most
appropriate medium of advertisements. The advertisements on Facebook are also cheaper, which
makes a good impact on different companies profitability ratio.
Twitter
Twitter is a major social media networking website which is used by many users all over
the world. The website has a good and upgraded security system which is hard to hack for any
hacker. Twitter is recently emerged as a major platform in which news sharing is also done.
Many business organisations also performs advertisements on Twitter in order to reach different
users all over the world (Richards, and Marshall, 2019). Twitter is used as an important medium

and source to publish major advertisements. All major companies in the international and
national marketplace are focusing on advertisements on Twitter. The digital media based
operations of a company are performed with less expenses, thus they help in overall development
of a company.
Snap chat
The Snap chat is considered as a major social media platform which is generally used by
youth to share pictures. In this platform, live sharing of images is done in order to get fresh
updates. The Snap chat social media platform is used by many individuals to perform live
updates (Saura, Palacios-Marqués, and Ribeiro-Soriano, 2021). As this social media platform is
used by large number of users all over the world, it is compulsory for companies to develop
advertisements on Snap chat. The Snap Chat based advertisements are mainly dedicated to attract
youth towards a particular product. In the recent times, it is major role and responsibility of
marketing management of a company to choose Snap chat as a medium of developing product
sales. The Snap Chat is considered as a important source which is used to circulate information
related to advertisement of products and services. In the current scenario, Snap Chat is used as an
effective medium which is helpful in increasing sales and profitability of a company.
Explain why the social media content is effective
The social media content is effective in attracting large number of customers towards the
business organisation. All major companies which are present in the international and national
marketplace should focus on development of social media based operations in order to perform
systematic operations. The social media content includes attractive images and graphics in order
to reach various customers (Sharma, Sharma, and Chaudhary, 2020). Also the social media
content is effective in increasing value and strength of an advertisements. The social media is
largely used by many different organisations to develop a precise approach for welfare of
company. Social media is considered as the most profitable way of advertising related to a
product in order to gain marketplace success. The social media is used by large number of
population especially youngsters and children (Thomas, and Housden, 2017). The content
designers, formulate and develop advertisements on social media by keeping in mind preferences
and taste of the customers. In order to increase the efficiency and effectiveness of a company, it
is essential to use social media with the help of various IT experts. In the recent times, it is also
major role of a company to use advanced software and computer systems to perform operations

over social media. In the development of a company, it is essential to focus on social media
based operations with the help of professional and systematic marketing management (Suh, and
Chow, 2021). Many companies are also focusing on hiring IT experts, who are trained to develop
operations on social media platform. The effectiveness of social media content is related to
development of focused and strategic goals which enables the company to increase market share
and value.

CONCLUSION
From the above stated report it can be concluded that, digital marketing is an important
business tool which is helpful in increasing marketing strength of a company. This report also
concludes that it is compulsory for a company to use social media based operations in order to
perform advertisements. The above analysis also concludes that a business should hire
professionally trained and skilled marketing professionals to develop social media based
operations. This report also concludes the role played by strategic and planning framework in
order to develop future goals and objectives.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing: strategy, implementation &
practice. Pearson uk.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Dabas, S., Sharma, S. and Manaktola, K., 2021. Adoption of digital marketing tools in
independent businesses: experiences of restaurant entrepreneurs in India and United
Kingdom. Worldwide Hospitality and Tourism Themes.
Hall, S., 2020. B2B digital marketing strategy: how to use new frameworks and models to
achieve growth. Kogan Page Publishers.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business & Industrial
Marketing.
Richards, M.B. and Marshall, S.W., 2019. Experiential learning theory in digital marketing
communication: Application and outcomes of the applied marketing & media education norm
(AMEN). Journal of Marketing Development and Competitiveness, 13(1), pp.86-98.
Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing in SMEs via
data-driven strategies: Reviewing the current state of research. Journal of Small Business
Management, pp.1-36.
Sharma, A., Sharma, S. and Chaudhary, M., 2020. Are small travel agencies ready for digital
marketing? Views of travel agency managers. Tourism Management, 79, p.104078.
Suh, T. and Chow, T.E., 2021. Developing a digital marketing tool for ethnic ventures' mixed
business model and market-shaping: A design scientific approach of web
demographics. Industrial Marketing Management, 93, pp.10-21.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.