Digital Marketing Strategies: Impact of Social Media on Businesses

This report delves into the realm of digital marketing, analyzing its various strategies and their profound impact on business operations and growth. It begins with an introduction to marketing strategies, covering the marketing mix (product, price, place, and promotion) and the evolution of digital marketing. The report then explores the significance of social media in connecting businesses with their target audiences, highlighting its advantages and effects on ROI and brand building. It further examines the effective use of social media, emphasizing the importance of interactive customer engagement and competitive analysis. The report includes detailed case studies of two successful marketing campaigns: Mars' innovative 'Twix' campaign and Burger King's strategic social media presence. The conclusion emphasizes the necessity of a well-defined digital marketing strategy for businesses to achieve organizational goals and establish a strong online presence. The report highlights the importance of adapting to the ever-changing digital landscape to ensure a company's success in the market.

DIGITAL
MARKETING
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Table of Contents
INTRODUCTION: .........................................................................................................................3
MAIN BODY:.................................................................................................................................3
PART 1...................................................................................................................................3
MARKETING STRATEGIES...............................................................................................3
MARKETING-.............................................................................................................3
MARKETING MIX-.....................................................................................................4
DIGITAL MARKETING-............................................................................................5
SOCIAL MEDIA- ........................................................................................................6
HOW DOES DIGITAL AND SOCIAL MARKETING AFFEECT A BUSINESS:.............6
PART 2...................................................................................................................................7
EFFECTIVE USE OF SOCIAL MEDIA: ..................................................................7
MARS :.........................................................................................................................8
BURGER KING: .........................................................................................................9
CONCLUTION: ...........................................................................................................................11
REFERENCES: ............................................................................................................................12
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INTRODUCTION:
Marketing strategies are used by the companies to communicated and inform
their customers about the features and new product and services launched by them.
Marketing strategies help and motivate the targeted audience to purchase the products
served by them. Companies use different innovative ideas and strategies in order to
look different from its competitors, Company either uses business to business strategies
or business to consumer strategies.(Alalwan, Rana, elt017.) Marketing strategies varies
from company to company, it also depends on the scale of the business. It enables a
company to create a direct and real connection with its customers and provides them
with better services. This report consist of the study on marketing functions and how it
can affect the working of an organisation.
MAIN BODY:
PART 1
MARKETING STRATEGIES
MARKETING-
It refers to a process of communicating, delivering, creating and exchanging of
services that are valuable to its customers or clients. It involves marketing research, it is
a function that interlinks customers and the public with the marketers through
informations that defines the problem of the public and the company in a market tries to
solve it in order to get close to its customers. It is a primary factor of business
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administration and commerce. It can also be stated as attracting its customers towards
the products and services of a company.(, H., Fernandes, C. and Raposo, M., 2016)It is
very necessary to study and analysis the consumer behaviour before setting up of any
marketing strategies. In order to achieve organisational objectives the company needs
to fulfil all the desires of their customers, and marketing helps in achievement of
organisational goals.
MARKETING MIX-
Marketing mix is a tool used by organisations and marketers to know what a
product and brand offerings. It helps a marketer to know its marketing objective in the
targeted market.(Bocconcelli, R., Cioppi, M. and Pagano, A., 2017)It includes different
domain apart from broad marketing plans. It often refers to E. Jerome McCarthy's four P
's : Product,Price,Place and Promotion.
 Product- It refers to a company's product or services that are produced and
manufactured in such a manner that it satisfies the customers wants and needs.
The company is required to examine what needs to be implemented in order to
be different from its competitors.
 Price- The price of a product is determined on the demand for that product in the
market and on the willingness of customers to buy that product. Marketers
considers all the cost related research, which is also known cost based pricing.
 Place- The marketers needs to ensure the location before the sale of the product
and services in the area of production(Duffett Mr, R.G. Dr, M., 2016)It can be
determined geographically as well as according to the status of its customers. If
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the demand in a particular area is not high the company would prefer to sell its
product somewhere with high level of demand.
 Promotion- It refers to the way a company can reach out to its customers or in
other advertisement.
In order to reach out to its customers a company needs to communicate with its
customers, communication mix enables the marketers to communicate with its targeted
audience through advertisement, social media, direct marketing, and etc. It is also
refereed as promotion mix.(cTuten, T.L., 2020)Irrespective of the scale of
business,communication mix helps in increasing company's revenue. It is an effective
way to reach out to a large number of consumers in the market. There are different
modes of communication mix such as: televisions, radio, magazines, newspaper,
billboards, online and so on. Companies can use communication mix to sponsor
associations in the market in order to get attention in the market.
DIGITAL MARKETING-
It refers to marketing through digital mode, it includes advertisement in search
engines, social media, mobile apps, etc. Due to the invention and introduction of new
technologies,people are influenced by the online or digital mode of marketing. It refers
to building an online presence. It is very important for the company to understand the
need of online presence.(Felix, Rauschnabel, and Hinsch, , 2017) A good digital
marketing strategy helps to attain attention of the targeted customers. The audience in
the market prefer hassle free services. The company needs to keep in mind the data
collected online, digital marketing strategies are extremely measurable.
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SOCIAL MEDIA-
It is a platform that connects an organisation with its customers through varies
social media platforms such as: Facebook, Instagram, Twitter and other search
engines. Marketing in social media would help companies build their brand value,
increase in sales and promotion.(Heggde, . and Shainesh, eds., 2018.)
These consist of publishing content about the company and what they serve to their
customers. Influencer marketing means when a social media influencer promotes a
company's product which can later influence the targeted audience to buy the product
sold by the company.
HOW DOES DIGITAL AND SOCIAL MARKETING AFFEECT A BUSINESS:
Social media is becoming one of the most used platform. It provides company
with a lot of benefits. It gives all the companies who are digitally connected a reach, the
company can communicate with world wide customers. Digital marketing as compared
to any other marketing strategy, using this strategy company can save money and can
also reach out to a large number of audience.(Jacobson, J., Gruzd, A.elt2020) This
marketing strategy can also increase the ROI (return of investment ), as the advertising
cost is less than the return and gives the company more revenue. It helps small
business to growth in a large market place and helps the company reach a global
marketplace.
It is the best platform to know the public personally and creates a brand value. An
advantage of such a strategy is that the customers are already online. Company needs
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to find out techniques to be better than its competitor, a business needs to pay close
attention its competitors online presence in order to stay a step ahead of them.
PART 2
EFFECTIVE USE OF SOCIAL MEDIA:
Social media helps a company to build a brand name, unlike traditional method
of marketing it becomes much more easier for the company to reach out to its
customers. Marketing campaigns attract the customers towards the new trends and
ideas of the company. Even if the customer is not looking at a company's products,
through the social media campaigns it gets the targeted audience to look at the product.
In order to succeed in drawing attention a business needs to be interactive with the
customers. The business needs to reach out to its customers in order to know what
exactly its audience might like. Social media marketing helps in raising brand
knowingness, creates an interactive base with the consumers in the marketplace, the
more the company is engaged with its customers online the easier it is to get its market
and organisational goals. Tracking the company's competitors is also very crucial thing
to do, business needs to analyse the marketing strategies of its competitors. Doing the
same thing as their competitors but better. Business must choose platforms which is the
most used and interactive platform by customers online. (Krasniak, Zimmermanand Ng,
2021.)
Promoting does not really mean posting themselves on social media everyday but to
create fun content that would entertain the public.
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Few examples of effective marketing strategies are as follows:
MARS :
Mars is a company famous for its production of confectionery items such as Mars
bars, snickers, M&M's and Twix. Twix is a chocolate bar made by the Mars company,
the bar is packed in such a way that the package consist of two or more chocolate bars.
(Plume, C.J., Dwivedi, Y.K. and Slade, E.L., 2016).The new slogan of Twix says “Try
both. Pick a side”. There are a lot of variations of twix in the markets.
Mars chocolate company's Twix brand has come up with a new marketing strategy in
order to attract its audience's attention by giving left twix and right twix a different
packaging and asked the public to “deside” which side they were on.
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New marketing campaign gives a new style of packaging and creates two sides against
each other. The companies campaign was a success as the sales of twix defiantly
increased . The idea behind the campaign was “ for the people who can not decide
which side” the company was ready to help by classifying which side belongs to who, it
says that the left side chocolate belongs to Custodians, Singers And Bouncers whereas
the right side belongs to Janitors, Vocalist And Doorkeepers. According to the company
customers have different sides and the brand is ready to provide them with different
preferences. This campaign believes that things in the real world is same but different.
This campaign includes 15 second television advertisements and 15-30 seconds online
videos and also features unique storyline to attract the audience.
BURGER KING:
It is a multinational chain of hamburger restaurant, it was founded In 1953 as
Insta-Burger King. The company was later purchased by David Edgerton and he
renamed the company as Burger King. The company's menu has expanded from
burgers to fries, soda, etc. due to the demand of the customers and increase of
competitors in the market. The brand has a very good presence in the market for its
burgers, the social media presence of the company is also remarkable as the company
tries to be interactive with the customers with excited deals and offers. The marketing
strategies which the company uses attract the targeted audience.
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Burger King decided on not to sell its whooper burgers for a day, in order to promote the
public to buy big mac burgers from McDonald's. This solidarity act was done in order to
help McDonald's in their cause to fight cancer. Burger king helped its biggest competitor
McDonald's in its sales was a sensation in the market which attracted a lot of
customers.(Swani, K., Milne, G.R., Brown,elt2017.)The advertisement image of
McDonald's and Burger King joining hands won the hearts of the public in no time,
although the sales of burger king fell from its usual sales per day. It not only benefited
McDonald's but after seeing Burger King's heart full sacrifice for a day brought the
company into limelight. In the internet it was considered cool, after that marketing
campaign finally the burger war which started in 2015 came to an end. Two most rivalry
burger company competitors working together for social welfare boomed the market.
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In all social media platforms people were posting on the image of Donald and King
holding hands, where the public were appreciating King for its sacrifice and were asking
other business firms to take note of it.
CONCLUTION:
A good marketing plan helps a company achieve its organisational goals by
creating a proper and attractive online presence and promoting their brand and offline
and online both. Its not easy to grow a business, it requires ideas and proper planning.
A business is required to define its geographical and demographical targets and how
they are going to sell their products in the market.(Ziyadin, S., Doszhan, R.elt.2019)It
has become very essential for businesses to have social media presence nowadays,
which involves creating and sharing content online. Before starting social media
marketing it is first required to have a social strategy in the minds of the marketers.
Marketing strategies used by Mars and Burger King was indeed a good example of a
good marketing strategy. Both the company succeed in promoting their brands in a very
different and in an innovative way.
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REFERENCES:
Alalwan, A.A., Rana, N.P.elt017. Social media in marketing: A review and analysis of
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Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature
review and implications. Psychology & Marketing, 33(12).pp.1029-1038.
Bocconcelli, R., Cioppi, M. and Pagano, A., 2017. Social media as a resource in SMEs’
sales process. Journal of Business & Industrial Marketing.
cTuten, T.L., 2020. Social media marketing. Sage.
Duffett Mr, R.G. and Wakeham Dr, M., 2016. Social media marketing communications
effect on attitudes among millennials in South Africa. The African Journal of
Information Systems, 8(3.p.2.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70.pp.118-126.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging concepts
and applications. Springer.
Jacobson, J., Gruzd, A.elt2020. Social media marketing: Who is watching the
watchers?. Journal of Retailing and Consumer Services, 53.
Krasniak, M., Zimmerman, J. and Ng, D., 2021. Social media marketing all-in-one for
dummies. John Wiley & Sons.
Plume, C.J., Dwivedi, Y.K. and Slade, E.L., 2016. Social media in the marketing context:
A state of the art analysis and future directions.
Swani, K., Milne, G.R., Brown,elt2017. What messages to post? Evaluating the
popularity of social media communications in business versus consumer
markets. Industrial Marketing Management, 6.pp.77-87.
Ziyadin, S., Doszhan, R.elt.2019. The role of social media marketing in consumer
behaviour. In E3S Web of Conferences (Vol. 135, p. 04022). EDP Sciences.
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