Practical Digital Marketing Report: Real-World Examples and Strategies

This report provides a comprehensive overview of digital marketing, emphasizing its importance in contemporary business. It delves into the concept of marketing, the marketing and communication mix, and the rise of digital marketing, particularly social media marketing. The report highlights real-life examples of successful social media campaigns by Starbucks and National Geographic, showcasing how these companies leverage platforms to engage with their audiences. It also examines the effectiveness of social media content in building customer loyalty, controlling consumer behavior, and reducing marketing costs. The conclusion underscores the significance of digital marketing and its various methods, such as social media marketing and content marketing, in driving organizational growth and success. This report is designed to provide a detailed analysis of the latest trends in digital marketing, offering valuable insights into the strategies and techniques used by successful businesses.

PRACTICAL
DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PART 1............................................................................................................................................3
Concept of marketing..................................................................................................................3
Marketing and communication mix.............................................................................................3
Digital marketing.........................................................................................................................5
Social media marketing...............................................................................................................5
Social media marketing and digital marketing are important for contemporary business..........6
PART 2............................................................................................................................................6
Social media real life example.....................................................................................................6
Example of Starbucks..................................................................................................................6
Example of national geographic..................................................................................................7
Screenshot of some important effective campaigns....................................................................7
Social media content is very effective.........................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books & Journals:........................................................................................................................9

INTRODUCTION
Marketing is an essential part of an organisation which included in the strategic planning
of a company. Day by day organisation is looking for finding best marketing methods which
helps them to take a competitive advantage in competitive world (Gupta and Chokshi, 2020).
Companies find out that digital marketing becomes most widely used marketing method but it is
not a new method only becomes most popular method. Digital marketing has a great reach and
that's why organisation uses in the company. It is also identify that social media marketing
becomes more popular in digital marketing. This report covers Digital marketing, marketing and
communication mix, Social media marketing with real life examples, etc.
MAIN BODY
PART 1
Concept of marketing
Marketing is a process of promoting goods and services with the help of using important
tools and technologies. Every organisation has certain marketing methods which help in
promotion of their goods and services (Nevalainen, 2020). Marketing is a necessary process
which should perform by organisation if they want to sell their goods to their potential buyers.
Without marketing how it possible is that consumer get knowledge about company’s products
and services. Marketing is just not give awareness of products and services but also try to
convince them for purchasing the products and services.
Marketing and communication mix
Marketing mix is the promotional tools and techniques used by company in order to
promote goods and services effectively in the market (Maina, 2017). In the case of products,
marketing mix has four elements that are price, place, product and promotion. Whereas in the
case of services, it have 3 additional elements that are process, physical evidence and people.
Product

It is the first element which can be a physical good or services offer to the consumer by
an organisation for the purpose of selling. Organisation is offering products to the customers in
order to satisfy their needs and wants. They also need to accomplish their expectations so that
they can accomplish their goals and objectives.
Price
Prices are another element which impact on decision of customers. It is identified that
organisation take some monetary value of their products or services in order to generate profits
and revenues (Ahokangas, 2020). It is identified that price is decided by covering all cost with
adding profit margin percentage. Company need to decide the prices of products and services in
order to accomplish their goals and objectives.
Place
Places are the market where organisation sells goods and services to the consumer.
Company need to critically analyse the place and then decide right location for offering their
production services.
Promotion
Promotion is an important element which helps to promote goods and services in the
market so that every consumer is able to aware about products (Pistol and Bucea-Manea, 2017).
With the help of promotion, companies able to achieve their goals and objectives with the use of
some important promotional methods such as sales promotion, advertising, etc.
Communication mix
Communication mix is a tool or technique which helps to communicate with customer
because communication enables connection between customers and organisation. It is identified
that organisation always try to use communication mix which include direct marketing, sales
promotion, personal selling, advertising and public relations. Explanations of elements of
communication mix are mentioned below:
 Advertising covers TV, press, radio, etc. for the purpose of promoting goods and services
in the market.

 Direct marketing is the type of marketing in which organisation try to connect directly to
the customers so that they can get best and most accurate information about consumers.
 Public relation are plays a very important role when organisation wants to sell their
product. Public relation helps to build trust between consumers and organisation.
 Sales promotion is identified that coupons, prizes, discounts, etc. for the purpose of
attracting customers in order to purchase of products and services.
 Personal selling is concerned with face to face styling and it is a traditional method when
organisation uses their sales representative for the purpose of selling goods and services.
Digital marketing
It is identified that digital marketing become most popular marketing methods because
the reach of digital marketing is very high with minimum cost. Organisation analyse that digital
marketing method and cost effective as compared to other marketing methods such as
advertisement (Hristoforova and et. al., 2019). Digital marketing is defined as a method which is
design for promotion of goods and services with the use of internet. It includes digital channels
such as email, social media, content and mobile marketing. They all run with the use of internet.
It is identified that without internet digital marketing cannot be done. There are many
organisations that uses digital marketing with the help of electronic devices in order to promote
their goods and services. For example, Cadbury is one of the organisations that always ready to
promote their goods and services with the use of digital marketing. They are using YouTube
videos for making audio video ads with the help of social media platform. They are also using
many methods for digital marketing such as blogging.
Social media marketing
Day by day the popularity of social media marketing becomes very high in the market.
This is due to reach of social media comparatively higher than other marketing methods. Every
single person is actively participating on social media platforms such as Twitter, Instagram,
Pinterest, Facebook, etc. These are some important or popular social media platform which are
using by customers in order to take information. Many organisations use social media marketing
so that they can understand consumer behaviour by connecting directly on social media
platforms. For example, Spotify tries to track the history of people in which they identified that
the choice of people about songs.

Social media marketing and digital marketing are important for contemporary business
It can be seen in the present scenario of business world, digital marketing and social
media marketing becomes necessary for a company if they want to touch with the customers. It
becomes more important because digital marketing and social media marketing directly connect
with consumers activity (Carvalho, 2018). This helps in making interconnection with consumers.
Companies identified that the reach of audience is high in this method and also it becomes cost-
effective and measurable. For example, Nike use social media platforms in order to grasp
information related to the consumers. They are trying to analyse the behaviour of consumer
towards their products and services.
PART 2
Social media real life example
From the above discussion of digital marketing and social media marketing it is now
becomes the necessity as well as important for an organisation in daily life. That’s why
organisation focusing on using social media platforms which helps to connect people to the
consumers (Haq, 2017). It is identified that company should understand the importance of social
media with the help of real-life examples which shows how social media helps in accomplishing
goals and objective. There are some examples which are mentioned below:
Example of Starbucks
Stomach is one of the famous companies which offer a tasty coffee that loves by every
people. But it is very important for understanding their marketing strategy because the reason of
success and growth is the marketing strategy. Starbucks uses Facebook account in order to sell
their goods and services by promoting on Facebook. They try to interact with customers with the
help of using their Facebook account (Lal and IND, 2017). For that purpose, they provide
important and relevant information to the consumers about their products and services. They are
also using Facebook account for generating interest in customers with the help of colourful
pictures, videos, etc.

Example of national geographic
National geographic is one of the famous channel which focuses on beauty of nature and
environment. For creating interest in people, it is identified that they play a Safari live program
which shows real life beauty and environment. It is identified that they have an Instagram
account which gives informative content and beautiful pictures of nature. In their Instagram
account, they have approximate 122 million users to subscribe their account. National
geographic always try to engage with the customers by using photo community. It is an
exceptional skill which cannot be used by every organisation that's why it makes different from
other companies. It just not providing information but also becomes a platform for job seekers
who try to send millions of photographs. They are continuously active on Twitter, YouTube,
Facebook and other websites.
Screenshot of some important effective campaigns
It is analysed that digital marketing becomes necessity of an organisation which can be
better understand with the help of real life example. There are some important campaigns
screenshot which shows that how organisations using digital marketing methods in order to take
a competitive advantage (Karapanagiotis, 2018). It is identified that there are many companies
which uses digital marketing for introducing a launching their campaigns. With the help of their
campaigns, companies try to communicate with the audience. For that purpose, 2 uses many
models such as Technology acceptance model, 4 Cs of marketing communication, honey comb
model, and Hofacker’s 5 stages of information processing. Some important screenshots of
organisation are mentioned below.
Social media content is very effective
The current trend of marketing is social media which uses important content in order to
attract their consumers towards their products and services. Social media content not only gives
important information but also act like a tools and technique which helps attracting consumers
(Shrivastava, 2020). That's why it is very effective for organisation because it acts like a
communication platform in order to communicate with consumers. There are some reasons
which are mentioned below that shows social media content is effective for an organisation:
 Social media content create loyalty in customers which becomes very helpful for an
organisation as they are able to achieve their goals and objectives. It is identified that

loyalty is very important for an organisation and that’s why they always try to build
loyalty.
 With the help of social media content, companies are able to control on the customers by
analysing their behaviour and nature. By understanding of their behaviour, companies
able to make further strategies
 Social media content is also used for convincing and satisfying the consumers. Social
media content gives relevant information to the customers get satisfied by them.
 It also identified that social media is very useful for reducing cost because many other
promotional methods takes higher cost as compared to social media (Sposit, 2019). For
making effective and useful content in social media platform they are able to provide
information with cost effective technique.
 Day by day the use of social media platform helps in building the reputation of an
organisation in the market. It is identified that organisation is able to build a brand in the
market with using social media contents. For that purpose, social media content should be
effective which influence customers.
From the above discussion, it is now clear that social media content is effective for
organisation growth and success and that's why companies should focus on content. It is used for
communication purpose to the target audience.
CONCLUSION
It can be concluded from the above discussion that digital marketing is become most
popular method for promoting goods and services of organisation in the market. Digital
marketing consists of some important methods such as social media marketing, content
marketing, email marketing, etc. All these play a very important role in the success in growth of
an organisation. But it is analysed that social media marketing becomes most widely used
marketing methods by every organisation. There are many social media platforms to give an
opportunity to organisation for promoting their goods and services in the market. So that’s why
this report includes some real life examples which shows what is the importance of social media
marketing in the market.

REFERENCES
Books & Journals:
Ahokangas, N., 2020. Digital Marketing Plan for a Mobile Application.
Carvalho, L. L. D., 2018. Search engine ranking factors analysis: Moz digital marketing
company survey study (Doctoral dissertation).
Gupta, S. and Chokshi, S., 2020, April. Digital Marketing Effectiveness Using Incrementality.
In International Conference on Advances in Computing and Data Sciences (pp. 66-75).
Springer, Singapore.
Haq, N., 2017. Study on Strategies of Digital Marketing Vis a Vis Govt. Initiative. International
Journal of Engineering and Management Research (IJEMR), 7(3), pp.264-268.
Hristoforova, I. V., and et, al., 2019. Improvement of Digital Technologies in Marketing
Communications of Tourism and Hospitality Enterprises. Journal of Environmental
Management and Tourism, 10(4), pp.829-834.
Karapanagiotis, N., 2018. Of Digital Images and Digital Media: Approaches to Marketing in
American ISKCON. Nova Religio: The Journal of Alternative and Emergent
Religions, 21(3), pp.74-102.
Lal, B. and IND, H., 2017. The future of business is Digital Marketing: a descriptive
study. IJRCM, 7(9), pp.2231-5756.
Maina, C. N., 2017. Effect of digital marketing tools on performance of businesses in real estate
sector in Nairobi county (Doctoral dissertation, Kca University).
Nevalainen, I., 2020. Digital marketing development in a B2B context.
Pistol, L. and Bucea-Manea, R. Ţ., 2017, July. The „7Ps” &” 1G” that rule in the digital world
the marketing mix. In Proceedings of the International Conference on Business
Excellence (Vol. 11, No. 1, pp. 759-769). Sciendo.
Shrivastava, P., 2020. You Lead India: Optimizing Digital Marketing Strategies. Journal of the
International Academy for Case Studies, 26(2), pp.1-7.
Sposit, N., 2019. Adapting to digital marketing regulations: The impact of the General Data
Protection Regulation on individualised, behaviour-based marketing techniques. Journal
of Digital & Social Media Marketing, 6(4), pp.341-348.