Practical Digital Marketing Report: Strategies and Campaigns Analysis

This report provides a comprehensive overview of digital marketing, exploring its significance in contemporary business. It delves into the fundamentals of marketing, including the marketing mix and communication mix, and highlights the importance of social media marketing. The report analyzes effective social media content, providing examples and justifications for its success, and showcases screenshots of successful campaigns. Furthermore, it examines the effectiveness of social media content in building brand awareness, driving engagement, and fostering customer loyalty. The report also examines the importance of digital marketing in contemporary business. Overall, the report offers valuable insights into the strategies and practices that drive successful digital marketing initiatives.

Practical Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Marketing...............................................................................................................................1
Marketing Mix and Communication Mix...............................................................................1
Digital Marketing...................................................................................................................3
Social Media Marketing.........................................................................................................3
Importance of Digital marketing in contemporary business..................................................4
Importance of Social Media Marketing in contemporary business........................................4
TASK 2............................................................................................................................................4
Social media content that really work and its justification.....................................................4
Screenshots of effective campaigns and models for digital marketing..................................5
Effectiveness of Social Media Content..................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing is a mode through which the advertising is delivered through digital
channels which can be search engines, websites, social media, or mobile apps (Dimitrova and
Sin, 2018). This report covers the topic of the importance of marketing and marketing mix. The
description digital marketing and social media marketing and its importance to contemporary
businesses has been mentioned further in report. Apart from this the report also covers the use of
digital marketing in communication strategies.
TASK 1
Marketing
The Chartered Institute of Marketing (CIM) defines, “Marketing is a management
process which is responsible for identifying, anticipating and satisfying customers requirement
with the aim to earn profits.” Marketing is the study of the forces and factors which helps in
developing companies position with optimum utilization of resources. The concept of marketing
lies with the idea that it is the management of exchange process, exchange of goods with money,
products, ideas for organisation (Drivas, Sakas and Reklitis, 2017). CIM explains that marketing
handles the responsibilities which ensures that company recognises customer needs as the
company needs them. In marketing product sustainability is also important that means company
needs to satisfy customers with good products which meets customers needs and desires. At last
CIM's definition of marketing explains the probability of making money which is the end goal of
marketing. There are some key terms which helps in defining marketing like differentiation,
segmentation, targeting, market orientation and social marketing.
Marketing Mix and Communication Mix
Marketing Mix includes multiple areas which are focused as comprehensive part of
marketing plan. The term which are often used to define marketing mix are 4P's which work in
conjunction with each other. Marketing manager may take various approaches with these P's
depending upon the industry and the target of the marketing plan (Bheekharry, 2020). The 4p's of
marketing mix are as follows:
 Product- It is the good or service which is designed to satisfy customer needs and wants.
The company provides those products which are valuable for the customers.
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 Place- The place is the location where the customers can buy a product and the means of
distribution of the product to that place is appropriate and convenient for the customer
(Hammou, Aboudou and Makloul, 2020).
 Price- The selling price of a product reflects the willingness of customer to buy that
product. Marketing managers considers the costs which are related to research and
development of product, manufacturing, marketing and distribution of the product
(Marketing mix, 2020).
 Promotion- It is a way through which company communicates about the products or
services of company and what will be offered to its customers.
Illustration 1: Marketing Mix, 2020
(Source: marketing mix, 2020)
Communication mix refers to a specific method used by company to promote its product
to its targeted customer. It is a process by which the company can reach out to its audience which
may not be one- way promotion but may also listen to the feedback which help them improve the
product more (Hardy, Kener and Grinzaid, 2018). The tools of communication mix are as
follows:
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 Advertising- It covers all the avenues where the business has to pay to broadcast their
messages. For advertising company can broadcast its ad on television, radio, magazines,
etc.
 Direct Marketing- This is a cheaper way if done correctly can be more effective than
broadcasting through TV or radio. One of the major advantage of direct marketing is that
is it targeted approach (Naoumova and Katrichis, 2020).
 Public relations- They turn brand messages into stories which appeal on media and its
target audiences. A great PR campaign involves public interest, current event and trends
that can connect to product.
 Personal Selling- Company appoints a people to sell the products which is usually face-
to-face sales. These people may be salesperson, representative, brand ambassadors, even
the influencers.
 Sales promotion- Use of online and offline outlets, sales promotion creates limited time
promotions on the products to increase sales for short term. This may include seasonal
sales, coupons, contests, prizes and product samples.
Communication mix fits in great manner to the marketing fix of company, with the execution of
correct tool of communication mix the activities of marketing mix can be completed in effective
manner (Poddar and Agarwal, 2019). It is a well-research strategy that not only helps the
company reach out its consumer but also help it adapt the ever-changing marketing environment.
Digital Marketing
The use of internet, mobile devise, social media, search engines and such other digital
platforms to reach out the consumers is digital marketing.
Digital marketing is the form of marketing which targets a specific segment of customer
base and interacts with them to promote the promote the products of company.
The role of digital marketing is top help company or brand garner new traffic, leads and sales for
its business by reaching right people looking for products and services provided by the company
(Thorpe, 2018). The best example of digital marketing is Search Engine Optimization (SEO)
which refers to the strategies which helps companies website rank higher on search engine result
pages.
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Social Media Marketing
The is use of social media websites and networks which helps companies to market is
products and services is known as social media marketing.
Social media marketing can also be defined as the technique which provides the ways
through which company or brand can reach new customers, and promote their desired mission in
the market (Rao, Srivatsala and Suneetha, 2016).
Many social networks provide detailed geographical, demographical and personal
information of people which enables the marketers to know the likes and dislikes of people. The
example can be the social networks which helps the company to connect with people or the
media sharing networks which helps the brands share the photos, videos and other documents.
Importance of Digital marketing in contemporary business
 It easily reaches people where they spend their time and money more.
 It is important because it provides more advanced analytics to the business.
 It integrates the marketing strategies with mobile technology (Roblin, 2017).
 It helps in monitoring the campaigns and optimizes them for better results.
Importance of Social Media Marketing in contemporary business
 It gets attention very easily which helps in building brand awareness.
 It shows authenticity of brand products to its target audience.
 It mainly encourages engagement and grows on affordable price.
 Increases traffic which can be organic and enhance SEO rankings too.
TASK 2
Social media content that really work and its justification
Social content is coined with rise of social media, it means all the things which are
published, posted or shared with others. Content marketing is one method which can be used by
businesses or individuals on their social media platforms to attract and retain customers and
followers (Rekha, Mishra and Chauhan, 2017). For example, Tesco is a company which
publishes social media guidelines online and asks its staff to live the values of company, be
authentic and respect other persons copyright as well as warns them as competitors always has
eye on their strategies. Tesco uses Facebook, Twitter, Pinterest and Google+ for its social media
marketing. For justification of its work, Facebook can be discussed in detail, Tesco has done
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very good job on Facebook as it has filled up its timeline with engaging visual content (Singh,
2017). The company posts one update every day which is nearly related to the brand and its
products. It sometimes encourages its followers to share their share stories for which they get
Clubcard points in return. On regular basis it posts live chats which provides various food and
health experts tips. In this way, company tends to drive its followers engagement towards the
updates.
The other example of social media content is Walmart, its own social media guidelines
are don't be rude and keep it real. The enterprise puts huge efforts in developing its Facebook
existence. Timeline of Facebook is filled with images which are shared by company since it has
been established. The posts published by company are product recommendations. It posts two to
five updates in a day including on weekends which achieve impressive numbers of responses
from its followers. On an average companies posts gets ten thousand likes and hundreds of
comments.
Screenshots of effective campaigns and models for digital marketing
 Screenshot of campaign ruined by Tesco.
The campaign on which Tesco is forcing here is promotion of its clothing brand of social
media platform. The model applied by company is Technology Acceptance Model (TAM).
This model helps in designing the measures to adopt the new technology and positively measure
two attitudes which are perceived usefulness and perceived ease of use. TAM investigates
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individual acceptance behaviour in different types of information systems. It was developed by
Davis who is one of the most popular researcher to predict use and accept the information system
and technology by people (Talikoti, 2019). The company used this model to adopt the
technology as it was new for enterprise to work on such platform. Tesco developed this online
website which has login areas. This ideal tool helps company to test with small group and then
make major investments and roll out its system which should not be adopted.
 Screenshot of campaign ruined by Walmart.
The campaign used by Walmart is RACE Planning Framework as the company is old
in the market. This tool focuses on increasing returns of commercials from digital marketing
across the RACE funnel. It plans process which can be applied to digital marketing and also
allows to structure according to the purchasing stage of buyers. RACE planning is formed with
four stages which are Reach, Act, Covert, Engage. Walmart adopted this framework because this
has re-useable approach which means previous campaigns that were successful can save time
and company can run new campaigns easily. As Walmart has years of experience in its market it
has high customer base, but to retain them is a task for company. With the application of plan
which is formed with RACE framework it can easily perform its activities because reaching out
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people is easy for the enterprise. The company needs major focus on action, covert and engage
with people.
Effectiveness of Social Media Content
 Consumer in Control- The content on social media has power to impact consumerism as
it provides access to the things of company like product specifications. Apart form this is
the content of any company respects the independent living of customers (Wibisurya,
2018).
 Convenience- Social media content is effective in convenience to those customers who
shop online. It is easier and convenient to provide information, access information and
communicate on social media where company can reach to large number of people at one
time.
 Satisfaction- Social media content takes measures which determine how customers are
happy with company they ask consumers to give feedbacks and if the customers are more
satisfied they would themselves share with more people.
 Loyalty- The content on social media platforms helps company in improving brands
image with effective use of proper content which may make customers feel that the brand
is trust worthy and loyal towards the customers.
 Reduced Cost- Through social media the company can communicate with its customers
or targetted customer base, so firms use social media for promotions which is less costly
then transitional marketing activities.
 Builds the brand- With the effective use of social media content the brands can post
there ads easily, share content as and when they want, find and join groups which they
think would help in promoting brand more. All this things helps the brand in building a
strong brand (Mekonnen, 2018).
 Measurable- The most effective element of social media content is that company can
measure the reactions and out coming of its strategies very easily. This is because there
are various tools which can be used to measure the engagement and calculate its
percentage.
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CONCLUSION
From the above project report it can be concluded that digital marketing has a component
which utilizes internet and digital technologies which helps in promoting products and services.
Marketing mix has a element communication mix which fits very well and helps in easy follow
of work. The elements of marketing mix are product, place, price, promotion, people, process
and physical evidence which help in making different strategies which can help company take
competitive advantage. Digital marketing and social media marketing are two components which
can be used by companies to acquire large consumer base and promote their businesses. Some
social media contents justify enterprises work for which some models are adopted by companies.
Digital marketing is a broader term which involves social media marketing in it with other main
components like search engine optimization. Were the effectiveness of social media content
involves controlling consumers, satisfying them, reducing cost for company and many more.
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REFERENCES
Books and Journals
Bheekharry, N. D., 2020. Optimising Customer Engagement Through Digital Intelligence.
In Advances in Digital Marketing and eCommerce (pp. 179-187). Springer, Cham.
Dimitrova, P. and Sin, I., 2018. Digital Marketing in Start-Ups: The role of digital marketing in
acquiring and maintaining business relationships.
Drivas, I. C., Sakas, D. P. and Reklitis, P., 2017, September. Improving Website Usability and
Traffic Based on Users Perceptions and Suggestions––A User-Centered Digital
Marketing Approach. In International Conference on Strategic Innovative
Marketing (pp. 255-266). Springer, Cham.
Hammou, I., Aboudou, S. and Makloul, Y., 2020. Social Media and Intangible Cultural Heritage
for Digital Marketing Communication: Case of Marrakech Crafts.
Hardy, M. W., Kener, H. J. and Grinzaid, K.A., 2018. Implementation of a carrier screening
program in a high-risk undergraduate student population using digital marketing, online
education, and telehealth. Public health genomics. 21(1-2). pp.67-76.
Mekonnen, A., 2018. Digital marketing strategy for affinity marketing: Utilising the new
marketing arena. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 87-105). IGI Global.
Naoumova, I. and Katrichis, J., A Corporate Social Responsibility View on Digital Disruption in
Marketing. In The Palgrave Handbook of Corporate Sustainability in the Digital
Era (pp. 543-560). Palgrave Macmillan, Cham.
Poddar, N. and Agarwal, D., 2019. A comparative study of application effectiveness between
digital and social media marketing for sustainability of start-ups. International Journal
of Business Insights & Transformation. 12(2).
Rao, S., Srivatsala, V. and Suneetha, V., 2016. Optimizing technical ecosystem of digital
marketing. In Artificial intelligence and evolutionary computations in engineering
systems (pp. 691-703). Springer, New Delhi.
Rekha, Mishra, A. and Chauhan, A.K., 2017. Impact of Value Proposition of Digital Marketing
Communication on Car Buyers’ Attitude: An Application of Neil Rackham’s
Model. Paradigm. 21(2). pp.175-191.
Roblin, M., 2017. Blogs for The Digital Agency etravelseo. com–Online Travel Marketing.
Singh, S., 2017. Digital Marketing in Online Education Services. International Journal of Online
Marketing (IJOM). 7(3). pp.20-29.
Talikoti, S. C., 2019. Digital Marketing: The Vital Vitamin for The Future Marketing.
In Proceedings of 10th International Conference on Digital Strategies for
Organizational Success.
Thorpe, H., 2018. Creating an integrated digital marketing strategy: Using cross-channel data to
build intelligent strategies. Journal of Digital & Social Media Marketing. 6(1). pp.28-
39.
Wibisurya, I., 2018. The effect of digital marketing implementation through location based
advertising on customer’s purchase intention. Binus Business Review. 9(2). pp.153-161.
Online
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Marketing mix. 2020. [Online]. Available through:
<https://saylordotorg.github.io/text_exploring-business-v2.0/s13-02-the-marketing-
mix.html>
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