BMP3006: Practical Digital Marketing Report Analysis

This report delves into the realm of digital marketing, exploring its core concepts and significance for contemporary businesses. It begins by defining marketing, the marketing mix, and the communication mix, establishing a foundational understanding. The report then defines digital marketing...Read More

Practical Digital
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
What is Marketing. Explain it................................................................................................3
What is marketing mix and where communication mix fits...................................................3
Define Digital Marketing.......................................................................................................4
Explain what social media marketing is. ...............................................................................4
What is the digital marketing and social media marketing are all important to contemporary
businesses...............................................................................................................................5
PART 2............................................................................................................................................5
What is Social Media. Present two examples of social media contents that really works and
justify why..............................................................................................................................5
What are the effectiveness of Social media?..........................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital Marketing means an marketing which can be done by the organisation with the
use of internet or online mode. This helps in using technologies like cell phones, computers,
laptops and many other. These helps the company to promote their goods and services. This is
developed in 1990s and 2000s which bought the major changes in ways of promoting their
business enterprise in marketplace. It helps in reaching to customers in vast area. There is no
boundaries in this. This extends to non internet mode also like calls, messages, television or on
hold ringtones of mobile calling (Fuentes and Fuentes, 2017). With the increase in the use of
internet this helps the companies to reach at their customers easily. Customers taking decisions
of buying the products by searching it on internet instead of consulting with the sales persons.
This helps in the development of marketplace with the development of nation. This report deals
with marketing, marketing mix and communication mix, digital marketing, social media
marketing and sort out the campaigns which helps n the development of business organisations.
PART 1
What is Marketing. Explain it.
Marketing is an activity of promotion of those acts which are conducted by the
organisation. They encourage the sales of goods and services which are offered by the company.
Promotion are targeted to certain customers by providing them in giving catching slogans,
attractive graphic designs, different packaging styles motivates the customers to buy those
products. It helps in changing the minds of the customers (Haas and et, al., 2020).
What is marketing mix and where communication mix fits.
Marketing mix is the conjunctive factor which is obsessed by the organisation to
determine theirs customers to buy their goods and to avail their services. The companies has to
come with innovated strategies which helps them in enhancing their sale of their products. It
helps in promoting the product at right place, right time, right amount. This helps in marketing
and promoting the activities (Dahiya, 2019).
7 P of marketing Mix1. Product: It is a commodity which is produced to satisfy the needs and wants of their
customers. It includes goods and services both. Like: Cloths, Electronic devices,
Software, Video files and many more (Hajli and et, al., 2017).

2. Price: It is cost which the customer has to bear to avail the goods and services. It is the
most critical element of the firm because it talks about the company's life and their profit
ratio. Like cost of the cloth, price of water bottle and many other. Like: the M&S charges
premium prices of their products which provides the value and quality of their product
according to their cost they are asking for.3. Place: It is the place where the company use to distribute and placement of the goods and
services. It talks about the geographical area of the product. Like territorial area of Tesco,
Marks and Spencer use to sell their products in their outlets they take orders from online
platform also.4. Promotion: it is the means to communicate the products of company and it feature to
public. It is bit expensive as it increase in the cost of the product. It is beneficial for the
organisation as it aids in gathering marketplace. Like: advertising, promoting, sale
promotions and many others.5. People: it means the employees of the company. What company use to do for their
workforce. Employees play an major role in serving their products to customers. Like:
promotion of employees, motivates them by giving them rewards, incentives and many
other (Kim, Hettche and Spiller, 2019).6. Process: It is important for the enterprise to use reasonable prices which is well structure
and verified them in getting maximum profits by decline in mistakes and cost of it.
7. Physical Evidence: the service should be delivered in physical manner. This helps the
company in making it branding among the other competitors. Like tasty pizza the
customer thinks about Dominos and many others.
Define Digital Marketing.
It is the marketing done by the organisation on electronic mode. With the help of the
internet enterprises reaches to the customers so that they will aware about their products and
services (Coll and Micó, 2019). It is entirely new endeavour which helps the customers to new
ways to get services.
Explain what social media marketing is.
In this the company use social media and social networks to capture the market for the
growth of the organisations. This helps the enterprise to engage new customers or provide new

offers to existing customers (Naraine, Pegoraro and Wear, 2019). They promote their desired
cultures, missions etc.
What is the digital marketing and social media marketing are all important to
contemporary businesses.
Social media marketing means the activities like posting pictures, texts,videos, contents
and other things which attracts their customers towards the company. Digital marketing and
social media marketing both plays an important role in the business organisations. These are as
follows: Cost effective: It is less expensive advertisement means. It helps the organiser to
promote their products in remoteness area. It has a great return on investment. Engaging Customers: This helps the customers enhancement. Increase in customer
leads to the growth of organisation. Its a excellent way to interact with customers. It also
determine about the customers who use which kind of platforms. Improve the loyalty of brand: This helps the customers to easily find and reach to the
company and also the organisation can also reach to their clients.customer satisfaction
and loyalty in brand goes hand in hand. This helps the customers to directly communcaite
with the company (Bassano and et, al., 2019).
 Traffic: This help in enhancement of traffic on website. Most of the people uses website
to gather information related to products and services (Ngoc, 2020).
PART 2
What is Social Media. Present two examples of social media contents that really works and
justify why.
Social media means a platform where data is encoded into machinery language which can
be only readded by it. These activities helps in creation, exchange of data, information, ideas an
other forms of expressions. Social media is plays an crucial role in making the promotion of the
products and services. This leads to growth of organisation. Some of the benefits are as follows:
 Connecting and helping people in developing their healthy relationship.
 It provides great opportunity to gather new customers and to maintain a good relations
with existing clients.

 It helps in reaching millions of people on a single click. It helps in approaching a large
pool of people.
 It provides direct connection with their customers. This helps in analysing the interest of
customers so that it will be easy for the firm to approach them.
 It helps the company to post the relevant content so that it will not miss lead their
customers (Popova and Rudenko, 2021).
 It helps in building the image of the brand to attract the customers and to defeat the
competitors.
The Social media is the effective tool to promote the organisation and to attract their
customers. Marks and Spencers marketing team has made effective use of this platform to
promote their products their campaigns are as follows:
On the occasion of Christmas the organisation has made an option to access the Christmas gift so
that the customers get gather it. This leads to the increase sale of food related products. The firm
focuses on this campaign and focuses on welcoming Santa and celebrating it. They promoted
this on Facebook, Twitter and on websites of company. This leads to give festive vibes to the
customers and easy for them to approach to their products easily.
The M&S has launched another campaign to increase the food line products. They
planned with the famous TV Show to promote their recipes and also tag them. Those videos get
popularity of the firm.
In above mentioned campaigns, organisation has used this social media marketing
platform to promote their products and services. This helps in attracting the customers. The
success of these campaigns leads to the increase in number of customers and enhance the
customers (Schlee and Karns, 2017).

The two examples are as follows:
1. Networking site is Instagram
2. On the occasion of Christmas M&S has promoted on Facebook:

What are the effectiveness of Social media?
There are following ways to access to social media these are as follows:
1. Customers in Control: The social media is an key tool for using the strategies of digital
marketing. They get attracted with the content of the firm as right information is posted.
2. Convenience: The marketing strategy of M&S helps to provide better convenience to
their customers. They provide better services to their customers so that it will be easy for
them to access the organisation.
3. Reduce Cost: This kind of promotion does not require a huge amount of funds. The
contents of the promotion can be produced at the penny amount. This reduces the
expensive of the firm and leads to low cost of the products. This leads to more efficient
use of their budgets and helps in attaining the objective of the Marks and Spensers
(Šebalj, 2019).
4. Satisfaction: Once the customers avail their services at convents then they will be
satisfied with the services and products of the M&S. When the customers are satisfied
with the services of the firm then this shall leads to the gain in the competitive market.

5. Loyalty: Once the customers are satisfied with the organisation then loyalty will
increase. The customers satisfied with the firm when they provide right information in an
attractive manner. This leads to enhancement of the number of customers.
6. Builds a brand image: When the customers are satisfied by their products and services
this means that they have the good image of the brand. This is made by the promotion on
social media with the content and images which will be attracted by the customers this
leads the company to enhance the brand name of organisation.
7. Measurable: The actions of social media marketing can be traced. It can be measurable
who all access the website, how many times they accessed. This helps in improving and
launching different strategies so that they can examine the mentality of customers
(Wright and et, al., 2019).
CONCLUSION
From the above report it can be concluded that Digital Marketing plays an important role
in the promotion of the organisations which aided them in gathering better position in the
marketplace and also increase in revenue of the company. In this report we have discussed about
Marks and Spencers which used different kinds of marketing strategies which helps them in
controlling and monitoring the affairs of the customers and their competitors in the marketplace.
Various benefits are also discussed in this report which helps in the growth of organisations.

REFERENCES
Books and Journals
Bassano and et, al., 2019. Storytelling about places: Tourism marketing in the digital
age. Cities, 87, pp.10-20.
Coll, P. and Micó, J.L., 2019. Influencer Marketing in the Growth Hacking strategy of digital
brands. Observatorio (OBS*), 13(2).
Dahiya, R., 2019. MEASURING CONSUMERS'ATTITUDE TOWARDS DIGITAL
MARKETING COMMUNICATION: Examining the Antecedents and Consequences in
India's Passenger Car Market. NICE Journal of Business, 14.
Fuentes, C. and Fuentes, M., 2017. Making a market for alternatives: Marketing devices and the
qualification of a vegan milk substitute. Journal of Marketing Management, 33(7-8),
pp.529-555.
Haas and et, al., 2020. Reimagining residency selection: part 1—a practical guide to recruitment
in the post-COVID-19 era. Journal of graduate medical education, 12(5), pp.539-544.
Hajli and et, al., 2017. Branding co-creation with members of online brand communities. Journal
of Business Research, 70, pp.136-144.
Kim, D.H., Hettche, M. and Spiller, L., 2019. Incorporating third-party online certifications into
a marketing course: The effect of learning style on student responses. Marketing
Education Review, 29(3), pp.193-206.
Naraine, M.L., Pegoraro, A. and Wear, H., 2019. # WeTheNorth: Examining an Online Brand
Community Through a Professional Sport Organization’s Hashtag Marketing
Campaign. Communication & Sport, p.2167479519878676.
Ngoc, N., 2020. Market segmentation for analog photography market and effective digital
marketing communications. Case study: Kamerastore.
Popova, T. and Rudenko, V., 2021. Modern Marketing Strategies for Territorial Development:
State and Municipal Level. In SHS Web of Conferences (Vol. 93). EDP Sciences.
Schlee, R.P. and Karns, G.L., 2017. Job requirements for marketing graduates: Are there
differences in the knowledge, skills, and personal attributes needed for different salary
levels?. Journal of Marketing Education, 39(2), pp.69-81.
Šebalj, K., 2019. MARKETING-TEMELJNI KONCEPT IN NJIHOVA UPORABA V
DIGITALNEM OKOLJU [MARKETING–BASIC CONCEPTS AND THEIR
APPLICATION IN A DIGITAL ENVIRONMENT]. Trziste= Market, 31(2), pp.249-
250.
Wright and et, al., 2019. Adoption of big data technology for innovation in B2B
marketing. Journal of Business-to-Business Marketing, 26(3-4), pp.281-293.