Search and Social Media Marketing Report: Analysis and Strategy

This report provides a comprehensive analysis of Search and Social Media Marketing (SSMM), exploring its principles, processes, and impact on modern businesses. It evaluates integrated marketing communications, the influence of technology, and the benefits and challenges of SSMM. The report delves into the theories, concepts, and models underlying SSMM, discussing the evolution of online marketing strategies and the latest trends. It includes a critical evaluation of websites based on their search and social media optimization, digital presence and concludes with a proposed SSMM strategy for the coming year. The report also includes figures and tables, and references to support the arguments. The report also discusses the legal and security aspects associated with SSMM, and provides real-world examples like Tesco to illustrate key concepts. This report is a valuable resource for students seeking to understand the intricacies of search and social media marketing.

Search and social media marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1.1 Evaluating the principles and processes involved in developing integrated marketing
communications...........................................................................................................................1
1.2 Impact of technology and other environmental influences on marketing communications
and the media...............................................................................................................................2
1.3 Analyse the benefits, problems and challenges faced by businesses in use of SMM...........4
1.4 Critically analyse the theories, concepts and models of Search and Social Media Marketing
5
1.5 Critically discuss the evolution of online marketing strategies and the latest trends............7
1.6 Critically discuss and evaluate websites based on their search and social media
optimization and digital presence..............................................................................................10
1.7 Search and Social Media marketing strategy for the next year...........................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15
APPENDIX 1: SSMM CAMPAIGN.............................................................................................18

LIST OF FIGURES
Figure 1: External environmental influences on marketing communication and the media..........3
Figure 2: Social media landscape....................................................................................................4
Figure 3: The Connections between Theoretical Models...............................................................7
Figure 4: Current digital trends........................................................................................................7
Figure 5: Time spent by customers in digital activities...................................................................8
Figure 6: Search engine described by Tesco.................................................................................10
Figure 7: Social media optimization used by Tesco......................................................................11
Figure 8: Site-map used by Tesco.................................................................................................11
Figure 11: SMART objectives.......................................................................................................12
Figure 9: Facebook used by Tesco................................................................................................13
Figure 10: Twitter accounts of Tesco............................................................................................13
LIST OF TABLES
Table 1: Marketing communication strategies................................................................................8
Table 2: SSMM campaign.............................................................................................................18

INTRODUCTION
In a fast-changing environment, different types of traditional and advanced
communication techniques are available. The main aim of the present report is to investigate
latest theories, trends and techniques which are used in the Search Engine Optimization (SEO)
and Social Media Marketing techniques. Apart from this, current report also explores
development, implementation and evaluation of Search and Social Media Marketing campaigns.
At the end of the report, researcher would be able to implement and monitor SSMM campaign
along with describing legal needs and issues of privacy associated with Search and Social Media
Marketing.
1.1 Evaluating the principles and processes involved in developing integrated marketing
communications
In modern era, for developing and implementing marketing communications more
consistently and effectively, most of the enterprises are concentrating on effective use of
Integrated Marketing Communication tool. IMC can be described as a strategic business process
which is employed for evaluating measurable and persuasive brand communication programs in
competitive arena (Tuten, Solomon and Ladik, 2015). It contributes high-value brand experience
for all stakeholders and provides competitive message about itself and its product in a wide
community. The main principles involved in developing integrated marketing can be described
as follow.
 Consistency: The main principle behind integrated marketing is consistency and its main
purpose is to focus on brand, design and services and products which are providing by
firms to their customers. For example, Tesco, UK base retail giant applied this principle
of IMC in order to effective use of public relations, social media marketing, paid
advertising, and content creation related tactics in a significant manner.
 Community: According to Clarke (2013), for proper execution of successful business
marketing strategy and acquiring new customers, this principle of IMC can be beneficial
for enterprise. Most of the enterprises across the world is followed this principle for
different purposes such as Email campaigns and newsletters, Surveys and reconnections
and generates a far better ROI than attracting new audiences (Clarke, 2013).
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 Cooperation: In the context of establishing better communication between employees
and customers, this principle can be beneficial for enterprise. The main aim of this
principle is to build strong cooperation between all departments and take whatever steps
necessary to resolve an issue. Nonetheless, without applying consistency in IMC process,
enterprise cannot be able to meet the changing demand of its customers in competitive
era.
 Communication: It is the final key principle to integrated marketing and it provides
opportunity to enterprise to share key information across multiple online and offline
platforms in a safe and secure manner (Ashley and Tuten, 2015). For example, Tesco was
implemented a CRM program like Sales force easily pick up previous conversation and
provide valuable and extraneous company information to its stakeholders within
stipulated time. However, without considering cooperation and consistency principles,
any firms would be unable to grasp better business opportunity and retain their existing as
well as new customers for long time period.
1.2 Impact of technology and other environmental influences on marketing communications and
the media
Different types of advanced technologies such as web, mobile phones, social media and
search engine optimization and PPC etc. greatly influence the marketing communications and the
media used by enterprise. In the context of growing business and strengthens the effectiveness of
organizations, technology and environment factors play crucial role. Use of mobile apps, social
media and CRM greatly affect the way of doing business of enterprises in modern arena. For
example, most business professionals and customers can direct interact with companies through
using their Smartphone’s and other IT gadgets (Leonhardt, 2015). By using integrated marketing
communications (IMC), marketing department of enterprises can coordinate their messages to
build the brand image and develop strong relationship with them. For example, to promote its
products and targeted especially young techno-savvy customers Tesco introduced mobile apps
and web. These applications allow user to connect with firm and purchase products and services
of organization.
There are different factors which include cultural and social factors, political and
regulatory environment, economic conditions, media, logistic and technology highly influences
on marketing communications and the media. Besides that, internal and market influence factors
2

which include strategy and position, employee skills, branding skills, competitive behaviour,
agency actions and customers and stakeholder behaviour also influences marketing
communication channels used by Tesco (Schulze, Schöler and Skiera, 2015).
For example, if logistics infrastructure will not develop then firm will be unable to quick
delivery of its products to its customers that will create image of enterprise in minds of
customers, warehouses, distributors and transport operators.
Figure 1: External environmental influences on marketing communication and the media
The major impact of technology and social media marketing channels can be understood
with help of example. For example, if organization will use advance technologies and modern
media marketing techniques such as social networking sites, websites and mobile apps etc. then
customers will attract towards services and products of organization. It will create positive image
of brand in the canvas of the mind of customers (Stephen, 2015). For example, Asda and
Morrison retail brands are using Face-book for increasing number customers and expansion its
business throughout the country. Effective use of social networking sites helped firm to enhance
growth rate of online advertising and target wide audience in proper manner.
3
CustomerprefrenceWayofdoingbusinessImposerestrictionsOpenexistingmarkettonewcompetitWarehouseanddistributorWebsite,EmailandsocialmedRecession(lessspendanddeclingdeamndofproducts)Festivaltime(Increasing

1.3 Analyse the benefits, problems and challenges faced by businesses in use of SMM
Today’s, social media has changed the way that people to communicate and share their
ideas with others. As per the result of Social Savior (2013), about 86% of marketers were
strongly agreed with the fact that social media was important for their businesses. Statistics
indicate that United States internet users spends about 37 minutes per day using social
media in which 71% of adults who use the Internet. In addition, social media
provide opportunity to enterprises to improve their brand entity, communicate with
new customers and reach new customers in a quick manner ( Social Savior, 2013).
Besides that, an extremely low cost, faster access, interact with potential customers
and reach out to existing and new customers are the other major advantages attained
through using social media marketing channels. With the help of social media
landscape, major benefits of social media marketing can be understood in a proper
manner.
Figure 2: Social media landscape
(Source: Arca, 2012)
Despite of that, Image and brand management, new connections with other
businesses and collecting feedback from customers and solving their queries are
the other advantages would be achieved through using social networking sites such
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as Face-book and Twitter etc. in their businesses ( Wille-Baumkauff, Rumler and
Kreutzer, 2015).
Problems and challenges faced by businesses in using various social media marketing
communication tools
Along with several advantages of social media marketing some drawbacks are also associated
with the use of SMM that can be enlisted as follow.
 Lack of skilled employees: The major hurdle in implementing social media marketing
tools is unavailability of skillful and talented employees. However, by providing training
to their employees and taking help of social media expert, enterprises would be able to
identify issues and solve them in a significant manner (Berg and Sterner, 2015).
 More than one account: Social networking sites are providing opportunity to users to
manage more than one account. It creates challenges for organization in identification of
real users and penetrates them in an appropriate manner. This type of issue creates
security and privacy related issues and build negative image of product and services in
the mind of people (Rehman and Ibrahim, 2011).
 Improper use of Internet Slang & Acronyms: This type of problem creates additional
confusion for firms as well as customers in providing real facts and information about
products and services offered by company to its customers.
 Absence of social media marketing strategy: In the absence of creating appropriate
SMM strategy, enterprise would be unable to engage its audience and build a solid online
presence in modern era. However, by activating social media pages in the best way,
enterprises would be able to grab audience attention and motivates them to express their
views about services and products offered by firms to them (Karahanna, Xu and Zhang
2015).
 Legal and security issues: With the use of online marketing media, privacy, legal issues
(copyright, trademark and logo) and security related issues such as viruses, worm and
DoDs are also associated that can negatively affect business.
1.4 Critically analyse the theories, concepts and models of Search and Social Media Marketing
The main purpose of using Search & Social Media Marketing is to increase a web profile
of position towards at the top of the search engine result pages. In the context of increasing
return on investment, different social media marketing techniques such as Search Engine
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Optimization (SEO), Pay-Per-Click (PPC) and Social media optimization techniques (SMO) can
be used by different enterprises. Sigala and their colleagues (2012) explored theoretical
frameworks in which they defined Micro- and Macro-Theories that can be understood as follow.
Micro-Theories: In order to better understand the micro -theories, researchers was explored
Word of Mouth/Psychological Ownership Theory and Social Exchange Theory. Taking
information from friends and relatives about any products and places in decision making are
come under the Psychological Ownership theory. Advancements in the Internet and Web 2.0
technologies allow customers to attract users. By using this approach, firm can leverage
customer feedback and grab social media benefits. On the other side, Social exchange theory
uses cost-benefit framework to influence others. For example, by using YouTube, enterprise can
be able to upload videos and audio tracks to the social media sites to promote their products and
magnetize customers towards brand (Sigala and et.la., 2012.).
Macro-Theories: Social Network Analysis and McLuhan’s Media Theory can be employed for
understanding marketing and business perspectives of organizations. Social network theory relies
on the concept that individual actors in a community occur as nodes in many levels, from
individual people to families and nations (Zhu and Chen, 2015). By using mathematical
calculation, importance and structural positions of individual actors can be identified. On the
other side, McLuhan’s Media Theory is applied to transfer actual content of the media to people
and society. The main aim of this theory is to understand social media's effects on society with
understanding changing behaviour of people (Cohen and Salaber, 2015). With help of this
theory, enterprise would be able to understand different aspects that can affect search engine
media marketing tools used by firms such as the frequencies of posting and commenting, social-
graphic profile of a business' customer base and social media content etc.
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Figure 3: The Connections between Theoretical Models
(Source: Sigala and et.la., 2012)
1.5 Critically discuss the evolution of online marketing strategies and the latest trends
Chaffey (2013) described the major trends in digital and social media marketing used by
companies to grow their businesses in modern era. Current and future trends can be understood
as follow.
Figure 4: Current digital trends
(Source: Chaffey, 2013)
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From the current business trends, it is clear that most of the enterprises are emphasizing on
effective use of Mobile, Content Marketing and Big Data in their businesses to encourage
customers to use online services (Chaffey, 2013). In addition, most of the users are spending
their lot of time on internet in various digital activities that can be explored as follow.
Figure 5: Time spent by customers in digital activities
(Source: McKinsey& company, 2014)
The above figure shows that most of the customers belong to different age groups 13-34 and35-
64 are spending most of time in seeing online video (58%), social network (86%), VoIP chat
(44%) and OTT video (41%) by using their smart gadgets which include Smartphone, Tablet and
many more (McKinsey& company, 2014).
Today’s, enterprises are using different online marketing communication channels and
strategies to promote their products and increase customer base. For example, Tesco is used
various promotion strategies and tools which include club-card, website, direct marketing, e-
Wom, E-commerce, direct marketing and social media marketing to magnetize its customers.
The main motto behind this was to target each category of people and especially to youth and
techno-savvy customers (Taylor, 2015). In this regard, enterprises can use push, pull and profile
strategies that can be understood in deal as follow.
Table 1: Marketing communication strategies
Strategy Targeted audience Communication
goals
Pull Customers and Promotes a product to
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business retailers/distributors
Push Channel
intermediaries
Communicating with
the end customer
Profile All stakeholders Satisfying the needs
of the stakeholders
(Noreen and Han,
2015).
The evolution of online marketing medium used by enterprise can understood as follow.
 Search engine optimization: In modern era, most of the companies are using this
technique to get the website ranked highly in the search engine results page.
 Google Adwords: it is a Google advertising system and it provides opportunity to
advertiser to bid on certain keywords (Adamopoulos and Todri, 2015).
 Social media marketing: SMM provides opportunity to enterprise to interact with their
customers in a way that would never before in a quick manner. In this regard, customers
can use blogs and forums of company to express their views about services and products
offered by firm to them.
 E-mail marketing: In digital arena, it is one of the most effective components of a good
digital marketing strategy. By using this tool, management of company can establish
interaction communication with their customers, employees, suppliers and investors.
In order to better understand the customer driven culture and understand their perceptions,
responsiveness and overall opinions, online marketing tools used by marketing department of
enterprise can be beneficial for organization (Christodoulides, Siamagka and Michaelidou,
2015). By following several stages, Tesco would be able to examine the evolution of social
media marketing success.
 Stage 1: Views: In this stage, brand page of enterprise will be created. The main purpose
behind this is to target growing audience of highly desirable young adults.
 Stage 2: Engagement: By using two way communication methods, enterprise would be
able to enhance power of social media marketing and created a big opportunity for firm
in dynamic change arena (Ngai and et.al., 2015). UK base retail giant can create its brand
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and enhance customer base by increasing engagement of users and effective use of social
media marketing channels.
 Stage 3: Conversions: In this stage, by using big and other data management techniques,
firm would be able to manage large amount of customers in a proper manner. In this
regard, Facebook’s algorithm and some sort of feed algorithms can be employed.
1.6 Critically discuss and evaluate websites based on their search and social media optimization
and digital presence
The performance of website can be evaluated on the basis of their search and social
media marketing channels used by firm that can be explored with help of taking example of
Tesco. Search engine which is used by UK base retail giant helps it in identifying website name
and describing primary keyword of the page. Title, primary keywords and site description
displayed on the website are the other features of tag optimization which will help enterprise to
provide clear details about and services to their customers (Noreen and Han, 2015). Despite of
that, performance of company can be measured in terms of tag optimization, Meta keywords
tags, using headings, text optimization, links and file name optimization. In the context of
increasing awareness of website, AIDA model can be beneficial for enterprise.
 Awareness: In this regard, bold text, question mark and images can be used.
 Interest: Images, video and bullet points can be employed.
 Desire: In this regard, limited time and provides detail about special online offer can be
provided (Zhu and Chen, 2015).
 Action: By clicking on buy now, try here and apply download functions, action can be
performed.
For example, if customer wants to search food items provided by enterprise them he/she will
enter keyword on search engine.
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Figure 6: Search engine described by Tesco
(Source: Tesco, 2015)
On and Off page optimization techniques can be employed for the purpose of implementing
search and social media marketing campaign. On the other side, site content pyramid is framed
which provides detail about home, categories, products and services (Schulze, Schöler and
Skiera, 2015). In order to increase the awareness of a product, brand or event, social media
optimization technique is used. For example, Tesco provides opportunity to its customers to
express their review about brands which are shown below.
Figure 7: Social media optimization used by Tesco
(Source: Tesco, 2015)
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Figure 8: Site-map used by Tesco
(Source: Tesco, 2015)
1.7 Search and Social Media marketing strategy for the next year
SMART goals
Figure 9: SMART objectives
Key performance indicators: By effective use of key performance indicators which include
proper selection and implementation of social media communication tools, recruit talented
people and monitoring over all activities, SMART objectives can be attained by organization.
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SpecificToenahnceawarenessaboutproductsandservicesacrosstheworldToenahncecustomerbaseintheyearof2016MeasurableByimplementingSMMCcampgain,firmwouldbeabletoattainitsobjetcivesAttainableTainingarrangementandexpertisewillbeneeded.SocialmediatooltrainingReliasticThroughbetterutilizationofpeopleaswellasotherresources,objectivessetbyenterprisecanbeachieved.TimescaleInthebeginningof2017,firmwillbeabletoattainitsobjectives

Use of social media: In order to attain SMART objectives, Facebook and Twitter will be used
because it will provide opportunity to firm to interact with their customers and share their views
about products and services (Leonhardt, 2015).
Facebook: Tesco can create own Facebook page which will contain information about jumbled
cover photo, about its brand or its products and frequently user comments. It is a good way to
increase engagement of customer’s conversation and provides opportunity to them to share their
ideas and feeling about services (Moth, 2013). For example, enterprise host live chats facility to
establish interaction between customers and health experts about various foods.
Figure 10: Facebook used by Tesco
(Source: Moth, 2013)
Twitter: Tesco operates more Twitter accounts for different purposes such as customer care,
special offers, real food, Club-card, jobs and wines etc. The customer care and offers accounts
have twitter account has 49,000 and 48,000 followers respectively. Besides that, enterprise also
separate brand messages and offers from customer service to overcome confusion of customers
(Ashley and Tuten, 2015).
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Figure 11: Twitter accounts of Tesco
(Source: Moth, 2013)
Time line: Total 10 month time period will be required to attain SMART objectives and
implement campaign in a proper manner. Detail time plan is attached in appendix section.
CONCLUSION
On the basis of present report, it is clear that Social media marketing campaign play an important
role in terms of increasing customer base and implementing business activities effectively. By
using social networking sites such as Facebook, LinkedIn, Pinterest, and Twitter, firm can direct
approach to their customers and solving their problems in a proper manner. Apart from this, On
and Off page optimization techniques and AIDA model can be employed to increase awareness
of website among community.
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make use of Instagram as a marketing tool.
Christodoulides, G., Siamagka, N. T. and Michaelidou, N. , 2015. A Model For The Adoption of
Social Media by B2B Organizations. In Ideas in Marketing: Finding the New and
Polishing the Old . Springer International Publishing. pp. 578-581.
Cohen, I. K. and Salaber, J., 2015. Social Media and Higher Education: Direct and Indirect
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Huang, L., and et.al., 2015. An Application of Social Media Marketing for Community
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Karahanna, E., Xu, S. X. and Zhang, N., 2015. Psychological Ownership Motivation and Use of
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Leonhardt, J. M., 2015. Tweets, hashtags and virality: Marketing the Affordable Care Act in
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Noreen, T. and Han, S. L., 2015. Exploratory Study of the Impact of Social Media Marketing on
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Schulze, C., Schöler, L. and Skiera, B., 2015. Customizing Social Media Marketing. MIT Sloan
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Stephen, A. T., 2015. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology.
Taylor, C., 2015. Social Media Marketing: Internet Marketing Strategies.
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Tuten, T., Solomon, M., and Ladik, D., 2015. The Teaching of Social Media Marketing.
In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same.
Springer International Publishing. pp. 475-475.
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APPENDIX 1: SSMM CAMPAIGN
Social media marketing campaign for Tesco can be prepared as follow.
Table 2: SSMM campaign
Steps Purpose Involvement of
people
Time -period
Market research Identity’s social network
channels
Communication
channels used by other
competitors like Asda,
Sainsbury and many
more.
Market research
department
2 months
Due diligence  Providing clear
insight to people
 Right message
and the right
engagement
Social media expert 1 month
Monitor Blogs and
Provide Feedback
 Providing snap-
shot tracking
reports
 Monitor the
activity
Marketing department Regular activity
Engage with Blogs  Creating new
highly emotive
conversations
Marketing department 2 months
Enable Social
Media Online
Consumer Relations
 Using your
social media user
generated
content
 Listening to
online
Marketing department
and social media
experts
2 months
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conversations
Effective
Optimization of the
Social Media
 Bookmarking
easy
 Encouraging the
mash-up
 Developing
contextual link
Marketing department
and social media
experts
1 month
Monitoring and
Reporting
 Manage Ongoing
snap-shot reports
 Tracking
recommendation
rates
 Reporting on the
brand behaviour
Marketing department
and top executives
1 month
19