Practical Digital Marketing: Theory and Examples - BMP3006 Report

This report provides a comprehensive overview of digital marketing and social media marketing, focusing on their importance in contemporary businesses. It begins by defining marketing and the marketing mix, including the communications mix, and then delves into the specifics of digital and social media marketing. The report explains why these are crucial for modern businesses, analyzing their impact on brand awareness, engagement, and cost-effectiveness. Part 2 of the report presents examples of effective social media content and explains why they work, supported by screenshots of successful campaigns and references to established digital marketing models. The report concludes by summarizing the effectiveness of social media content, including its ability to build brand loyalty, control customer experience, and reduce marketing costs. The report is a detailed analysis of the subject, providing a valuable resource for students.

BMP3006 Practical Digital
Marketing

Table of Contents
Introduction........................................................................................................................3
Part 1..................................................................................................................................3
Explanation of marketing................................................................................................3
An explanation of what the marketing mix is and where the communications mix fits..3
An explanation of digital marketing ...............................................................................4
An explanation of social media marketing.....................................................................5
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses..............................................................................................5
Part 2 .................................................................................................................................6
Two examples of social media contents that really work and justification of why they
work ...............................................................................................................................6
Screen shot of effective campaign with reference to established model and standard
for digital marketing........................................................................................................7
Why social media content is effective? .........................................................................8
CONCLUSION...................................................................................................................9
REFERENCES................................................................................................................11

Introduction
Marketing is concerned with activities in which organisation aims at increasing
sale and purchasing of their offerings. Digital marketing involves carrying out these
marketing activities using electronic mediums. This report will discuss about marketing
and marketing mix, marketing mix involves determination of marketing strategies. Along
with this, digital and social media marketing and its importance. This report later will
also discuss about social media marketing and will discuss effective content strategies
that have been adopted by organisations to achieve their marketing objectives.
Followed by this report will also discuss about reason because of which social media
content is effective.
Part 1
Explanation of marketing
The management process that is responsible for identifying, anticipating, and
satisfying customer requirements profitably (Jamshido'g'li, RakhmonjonZokirjono'g'li
and Kholdorovna, 2020).
This means that marketing is concerned with activities in which management in
organization works of identification and prediction of requirements as well as desires of
customers. This leads them to develop products and services through which they can
fulfil requirements of customers. Organizations when develops products and services to
satisfy needs and desires of customers one of the most important consideration is that
their practices as well as transaction are profitable. This means that regardless of price
at which company sell their products or can make sufficient profit margin.
An explanation of what the marketing mix is and where the communications mix fits
Marketing mix refers to collection of different elements through which
organisation develop is marketing strategies. Communication mix concerned with tools
that an organisation utilise to communicate with their potential customers (Thabit and
Raewf, 2018). Communication mix include different methods of promotion that an
organisation utilizes to communicate with target market. Methods of communication
include advertising, direct marketing, Public Relations, personal selling and sales
promotion (Kim and Lee, 2020) .

Marketing mix mainly involves 4 P's that are-
Product- product is concerned with offering of the organization. This is one of the most
important element for marketing strategies of the organisation. Regarding marketing this
element involves determination of quality and quantity that organisation provide to
customers in order to fulfil their requirements along with features to be provided to
customers. For example product offering of Aston Martin is luxury sports car and grand
tourers.
Price- Price is another most important strategy and element of marketing that has
significant impact on decision making of customer while they buy products or services.
There are different strategies that organisation can adopt such as competitive price
strategy, cost-based price strategy. Aston Martin adopts premium price strategy
because product of company is luxury product (Dost and et.al., 2019).
Place- Place is concerned with point where buy and sell come in contact with each
other. This also involves the distribution strategy of organisation full stop this is very
important to have right distribution strategy in order to ensure that customers can easily
buy product and services of organisation. Mainly there are two places offline and online.
In online place customers and organisation connect through electronic mediums and
technology. For example Aston Martin is an organisation that adopts offline distribution
or place strategy, in which it distributes vehicles through suppliers and dealers.
However, if products are sold online it will be known as online distribution or place
strategy.
Promotion- promotion refers to activities and efforts of the organisation that are
directed towards encouraging and motivating potential customers to products of
organisation. This is a strategy that includes communication mix of organisation. With
help of communication mix organisation can promote their products and services to
target market and potential customers (Dost and et.al., 2019). This will involve
communicating to customers through different mediums and channels and promoting
products and services.
An explanation of digital marketing
Digital marketing can be defined as any marketing activity that is conducted
through electronic devices.

Another definition of digital marketing is any form of direct marketing connect
sellers with buyers through electronic interactive technology (De Pelsmacker, Van
Tilburg and Holthof, 2018).
Digital marketing is concerned with practice of organization in which marketing
activities are carried out through technology and digital platforms. Examples of digital
technology includes Email and social media through which organizations can undertake
promotions and these mediums also allows undertaking transactions.
An explanation of social media marketing
Social media refers to internet based technology in which knowledge and
information can be shared by creating virtual network and communities.
Social media marketing can be defined as marketing activities that are carried
out through use of social media.
Social media marketing can also be defined as use of social media platforms to
connect with audience to build brand, increase sales and drive traffic to website
(Kayumovich and Kamalovna, 2019).
Social media has become one of very important channel through which
organizations can communicate with their potential customers. In addition to this this
there are several other benefits that organization can gain through use of social media.
Facebook and Instagram are example of social media websites through which
businesses can promote their products to their target market. In traditional marketing,
marketing campaign were implemented through television and other marketing
channels but in digital marketing social media is one of the very important platform
where businesses can implement their marketing campaign.
An explanation of why Digital marketing and social media marketing are important to
contemporary businesses
Importance of social media marketing
Attention and brand awareness for business- This is one of the most important
reason that make social media marketing important for contemporary businesses.
Presence of organisation on social media enables it to gain attention of audience and
this also increases brand awareness for business.

Show authenticity- This is another important reason in which presence of business on
social media make it authentic and enables customers and potential customers to trust
business and its products and service offerings (Dwivedi and et.al., 2020).
Encourage engagement- This is another reason for social media being important for
contemporary businesses. Social media enables business organisations to implement
attractive and unique strategies for promotion and this contribute in encouraging
customers to engage with organisation and its promotions.
Importance of Digital Media marketing
Affordable- This is one important reason for businesses to use digital marketing. Digital
media marketing is comparatively affordable for organisations which reduces marketing
cost of the company and also increases profit potential.
Flexibility- This is another important reason to adopt digital media marketing for
organisations. Compared to traditional marketing it is very easy and there is significant
flexibility to change marketing strategies and methods (Dwivedi and et.al., 2020).
Effective control- This is also a reason that using digital media marketing
contemporary businesses can effectively control their marketing activities. This involves
tracking results and making changes wherever required to ensure marketing objectives
can be timely achieved.
Part 2
Two examples of social media contents that really work and justification of why they
work
Sharing reviews as social media content- This is one of the very effective strategy or
social media content that really work. This content involves sharing reviews of users
who have actually used a product or service and reviews enables potential customers to
understand whether they should buy product or not.
Reviews in content also helps in creating and enhancing trust of customers in
product or service that they are buying (Issac justesen, 2018). In addition to this in many
of the reviews customers shares what are positive and negative sides of a product or
service through which future customers can determine extent to which product or
service is useful for them.

Using humour to build following- This is also a example of social media content
where businesses can build following and engagement on their social media channels
and links. There are several organisations who use humour in different forms in content
for social media (Issac justesen, 2018). This includes answering and responding to
customers being humorous and also sharing humours content to engage potential
customers.
This works because serious and to the point content might be ignored by
audience but when it is a joke or something that is humorous it attracts attention of
people and they become more likely to engage with content as well as marketing of
business.
Screen shot of effective campaign with reference to established model and standard for
digital marketing
Above figure is of social media campaign of The Wirecutter, it is a product review
website that is owned by New York Times company. The Wirecutter have adopted
model of Affiliate marketing and have set standards since its launch. This site reviews
products that love and then embed a link through which customers or consumers can
buy products from sites such as Amazon, and then take a cut of each sale made of the
Illustration 1: Campaign of The Wirecutter

product (Eric Siu, 2021). Reviews of the site involves experts and other interested
parties mainly dependant on the products and the reason for their success is that they
are real and their reviews are trustworthy.
Above figure involves social media campaign of Slack is a business
communication platforms that has been developed by American company Slack
Technologies. Their model for promotion is focusing on customer requirement and
experience (Eric Siu, 2021). Company believes that one positive customer experience
can do more compared to bog marketing budget can accomplish. This means that
through their social media marketing campaign they mainly work on listening and
resolving customer problems.
Why social media content is effective?
Consumer in Control- This is an effectiveness of social media content that businesses
can keep their customers in control. This means through social media businesses
become aware of their customers and their requirements or their issues and concerns
and this information helps in keeping customers in control by offering them what they
require and desire to have (Aladwani, 2017).
Illustration 2:
Social media Campaign of Slack

Satisfaction- This is also very important reason that social media content is effective.
Customers satisfaction not only contribute in gaining repetitive business from one
customer but also contribute in attracting new customers. Social media involves
elements like answering questions of customers and staying connected to them and this
help in customer satisfaction.
Loyalty- This is also one of the important reason that make social media content
effective. This means that audiences who engage and follow a brand or business on
social they are very muck likely to remain loyal to that brand. This means that social
media content plays very important role in creating loyalty for the brand (Thomaz and
et.al., 2017). A loyal customer is very important for organisation which generates
repetitive business and this also outlines direct relation of following a brand and remain
loyal to it in which customers are likely to select a brand that they follow compared to
their competitors.
Reduced cost- Social media content is effective because cost involved in developing
and implementing content on social media is comparatively very less. This on the other
hand is very expensive when content is planned and implemented through traditional
mediums of marketing.
Build a brand- Social media content is very effective as it helps in building brands. This
means that through social media and its content businesses can communicate their true
value and create their brand (Feezell, 2018). In addition to this social media is also
widely used and this enables businesses to expand and increase reach of their brand
through social media.
Measurable- This is another important reason because of which social media content is
effective. Social media content is measurable this means that reviews and responses of
target market and audience can be effectively analysed and measured through social
media. These are likes, comments and shares that engage audience with business and
its promotions are measured and high engagement leads to conclusion that social
media content of organisation is effective and engaging.
CONCLUSION
On the basis of above discussion, it can be concluded that marketing is one of
the most important activities of businesses. This is because it plays key role in attracting

and retaining customers. Regarding marketing digital and social media marketing have
become very important because they contribute in dealing with limitations of traditional
marketing. This report discussed about importance of social media and digital media
marketing and in addition to this also included some examples to justify why social
media and digital media marketing are important.

REFERENCES
Books and Journal
Aladwani, A.M., 2017. Compatible quality of social media content: Conceptualization,
measurement, and affordances. International Journal of Information
Management. 37(6). pp.576-582.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies,
online reviews and hotel performance. International Journal of Hospitality
Management. 72. pp.47-55.
Dost, F and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2).
pp.62-81.
Dwivedi, Y.K and et.al., 2020. Setting the future of digital and social media marketing
research: Perspectives and research propositions. International Journal of
Information Management. p.102168.
Feezell, J.T., 2018. Agenda setting through social media: The importance of incidental
news exposure and social filtering in the digital era. Political Research
Quarterly. 71(2). pp.482-494.
Jamshido'g'li, R.D., RakhmonjonZokirjono'g'li, O. and Kholdorovna, R.F., 2020.
Changes in market relations in the period of market economy and their
classification. South Asian Journal of Marketing & Management
Research. 10(4). pp.120-129.
Kayumovich, K.O. and Kamalovna, S.F., 2019. Social media-marketing-a forceful tool
for tourism industry. European science. (7 (49)).
Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean
customers' coffee shop brand evaluations. Journal of Hospitality and Tourism
Insights.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Thomaz, G.M and et.al., 2017. Content mining framework in social media: A FIFA world
cup 2014 case analysis. Information & Management. 54(6). pp.786-801.