University Digital Marketing Report: Theory and Examples

This report delves into the realm of digital marketing, examining its significance and practical applications. It begins by defining marketing, exploring the marketing mix (product, place, price, promotion) and the communication mix, and highlighting the importance of digital and social media marketing for contemporary businesses. The report then presents two case studies of social media campaigns implemented by Sainsbury's, namely the #Food Dancing campaign and the crowdsourced sustainability marketing campaign. These examples illustrate how companies leverage social media to boost brand awareness, engage customers, and achieve specific marketing goals. The report concludes with recommendations for effective digital marketing strategies, emphasizing the adoption of SMART goals and customer-centric approaches, such as the 6Cs of customer motivation model. The analysis underscores the value of digital marketing in reaching target audiences, solving customer problems, and fostering brand loyalty, ultimately advocating for its widespread use in business expansion.

Practical Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1...............................................................................................................................................3
Part 2...............................................................................................................................................6
CONCLUSION.............................................................................................................................10
REFERENCES..............................................................................................................................1

INTRODUCTION
Digital marketing and social media marketing is a tools of marketing
management through which company can improve their brand name. And it affects the
business name not only in the home country but also in the foreign country. So, to
visualize and analyse this concept the report will highlight the marketing mix,
communication mix. The report will also state the digital and social media marketing
concept along with their importance in the businesses. In order to understand this
concept more deeply, the report will also cover the two social media campaigns that the
Sainsbury company launches in order to boost its growth.
MAIN BODY
Part 1
Concept of Marketing
Marketing includes different activities and the strategies that the businesses
adopt, design and implement in order to satisfy its customers, make high profits, taking
competitive advantages and also for the expansion of the business. With the help of
using the right principles, company can able to identify its customers taste and
preferences and then produce the product in the same context (Tadajewski, 2019). For
example, Sainsbury company always design the marketing strategy which fits to their
customers such as pricing strategy “the value of money”.
Marketing Mix and Communication Mix
Marketing mix indicates the various set of actions that the organizations adopt in
order to promote its products and services to the ultimate customers. While
communication mix are the tools with the help of which company are able to
communicate with its customers and know about their needs and tastes. So, they both
work simultaneously such as on the one hand company have to analyse the 4Ps of
marketing strategy such as product, place, price and promotion (Mahmoud, 2018). And
on other hand, company have to use the communication mix to communicate with the
customers such as advertisement, direct marketing, digital marketing, public relation
etc.

 Product: It indicates the products and services the company will produce and
offer to its targeted customers. In this the company also need to consider the
services related to the packaging and designing of the products and services. For
example, Sainsbury provides all vegetarian and non-vegetarian foods products
such as pasta, egg, fruits etc. with the help of advertisement, digital marketing,
social media marketing etc. For this, the company implement CRM software in
the premises.
 Place: It indicates the platform where the buyer and seller meets with each other
and seller sell its product whereas buyer purchase the company’s products. For
example, Sainsbury company has various supermarkets, retail stores,
smartphone apps and also conduct trade shows & events. The purpose behind
doing so is make the company product available to the customers at every
platform.
 Prices: It generally indicates the cost of the products and services of the
company but actually it refers the value of the product and services. Value
means the money that the customers are always ready to pay for the company’s
goods (Mustapha, 2017). For example, before setting the price of their food
products Sainsbury company first analyse its competitors trend, market demand
and the consumers spending patter.
 Promotion: Promotion model of 4Ps indicates the specific advertisement
channel that the marketing manager of the company adopt in order to reach to its
targeted customers and market. For example, Sainsbury company launches
various Instagram campaigns, public relation campaigns and also email
campaigns to reach its customers on the right time and at the right place.
Concept of Digital Marketing
Digital marketing is one of the marketing strategy in which marketing manager of
the company need to use the internet network in order to reach to its ultimate customers
(Chaffey and Smith, 2017). Digital marketing is a very broader concept and includes
various models to attract the customers. Such as emails marketing, content marketing,
social media marketing, search engine optimization etc.

Concept of Social Media Marketing
Social media marketing is a subpart of the digital marketing and indicates that
here the company need to use the various social media platforms in order to reach its
targeted consumers (Chaffey and Smith, 2017). The social media platforms include
Facebook, Twitter, Instagram, Snapchat etc. The company generally uses these
platforms to launch the various campaigns.
Importance of Digital and Social media marketing for business
With the help of digital marketing especially the social media platforms, the
company can not only reach to its home market but also to international markets.
Because of its various benefits, the Sainsbury company adopt these platforms to reach
to its customers.
 Reaches the people where they spend their time and money: The average
internet users in the world, have at least 7 social media platforms which includes
FB, Instagram etc. So if company really want to catch the eye of the large
customers on their products and services, the marketing manager have to make
a habit of the use of this platforms for advertisement purpose.
 Cost-effective: As it is the most cost-effective way for the company to advertise
its products on the social media sites (Chowdhury, 2018). It is because creating
an account and sign up on SM platforms are free, and which helps the company
to holds the budgets for the others marketing strategy. It also produces the best
ROI for the businesses.
 Higher conversion rate: With the help of SEO, SM marketing and email
marketing, company are able to create a quick and effective communication
channels. With this company are also able to communicate with its customers
and identify the percentage of customers who subscribe the channel and also
buy their products and services.
 Solving customer’s problem: By using the live chat access which is provided
by the social media platforms and email marketing, company can solve the
problem of its customers and win their heart.

 Expansion of faith in company’s brand: The digital marketing and the social
media sites provides the rating and comment sections which help the customer in
leaving their feedback (Chaffey and Smith, 2017). The rates and customers
comment helps the company in analysing the customers level of experience and
correct the mistake if any occurred from company’s sides.
Part 2
Social Media Campaign
SM campaign is the part of the online marketing campaign and indicates the
series of the activities, the objective behind which is achieving the specific goal in a
particular time period (Keegan and Rowley, 2017). The company uses the different or
may be all SM platforms for the campaign because in this they are able to track and
measured the results over the period of time.
The two SM campaign that the Sainsbury company launches on the SM markets in
order to attract high customers are:
Sainsbury’s #Food Dancing Campaign
It is one of the example of SM campaign which is launches by the Sainsbury
company in order to increase the traffic on the SM platforms. The channels the
company choose to cover the content of the campaign is Facebook, Instagram, Twitter
and YouTube. The company films the ads by using real customer in which it is shown
that the consumer is advertising the brand name in the kitchen. The campaign also
used the hashtag obligatory to make this campaign trending (Saura, Palos-Sánchez and
Cerdá Suárez 2017). With the help of this food branding campaign, Sainsbury company
are able to achieve its goal i.e. improving the brand name. The views of the campaign
are very high in the Facebook and Twitter and customers enjoy the full video ads. The
result of the ads is that it increases the brand awareness among the UK and other
country audience.
Cooking the food with dancing in the kitchen hits the ads and the brand of the
company. With the help of this, company are also able to remind its customers about
the USP and how they avoid the price competition. For Sainsbury and the customers,
this campaign is the welcome return to brand advertising. This also increases the traffic
in the websites and owned channels of the Sainsbury with 1.5 million on the YouTube

channel and approx. 8 lakh views on Facebook (Chaffey and Smith, 2017). With the
help of comments mentioned on the channels and sites by the customers, company
also able to know the taste and preferences along with customer experience.
Sainsbury’s to crowdsource sustainability marketing campaign
This is the another and the new sustainability campaign of the Sainsbury
company after its similar campaign of “Love Your Leftover” and “Millions Meals”. This is
launch by the company to spread the awareness about the environmental resources
among the public and their customers. In this campaign, the company ask the other
companies along with their competitors that whether the company is adopting and
performing the green initiatives or not. And if yes that what other measures the
company can adopt in order to improve the same. This campaign is done by the
surveys in which many competitors of Sainsbury such as Tesco, M&S shared their
suggestion to the company. This whole survey indicate that the customers are more
attached to the products which is produce after careful environmental and social

evaluations (Pomering, 2017). This campaign is launch by the company in partnership
with the Green Mondays and communications agency.
With the help of this sustainability campaign, company is able to improve its
brand image by make their customers realize that they purchase the raw material from
the companies that practices sustainable habits. As sustainable practices lead to
conserving resources of the organizations (Loučanová, Olšiaková and Dzian, 2018). So
it helps the Sainsbury company in reducing their production cost along with enhancing
the productivity of its employees. By launching the sustainability campaign, Sainsbury
company not only attract the new customers and investors but also make their existing
shareholders happy. And it is because of distributing the high dividend and earnings
among shareholders of the company.
Recommendation

There are various models of the digital marketing, the implementation of which in
the company helps the company in getting touch with its customers. Here in the case
Sainsbury company, they follow the 4Cs of communication model and 4Ps of marketing
model along with the technology acceptance model. This models helps the Sainsbury
company in adapting the new technology and grab this as an opportunity in talking with
their customers. As the Sainsbury company before adopting and implementing any
digital marketing model set the SMART goals. So it is recommended to all the other
companies to make SMART goals and then start work on it. The Sainsbury company
also uses the 6Cs of customer motivation model which is also recommended to all
companies (Hanlon, 2018). It is because it helps the other companies to reach their
customers and solve their issues by developing websites and online community.
The social media is effective not only for the business but also the public as they
help the customers to reach the best products in less times and less cost. If the
company’s marketing manager carefully research and analyse the market, they get to
know that, in today’s world every customer’s wants door step and after sale service.
Social media is effective because it provides the cost-effective campaign solutions to
the businesses in order to solve their problems. This help the company’s in receiving
the immediate qualitative feedback from the customers and their followers. This social
media is also effective for launching the various campaigns and advertisements, so it is
recommended to all business to use social media marketing in the business
expansions.

CONCLUSION
The report concludes the concept of the marketing which help the business to
understand the demand of their product in the market with the through research. The
report also concludes the social media campaign the Sainsbury company launches. And
also the benefits it provided to the company itself, their customers and the environment.
The report also recommends the digital marketing model and standards that all
company need to adopt if they really want to improve their brand name. The report state
that how the digital marketing and social media marketing along with the other
communication mix help the company in achieving their goal. The report also concludes
the effectiveness and the benefits of the social media platforms. This platforms because
of their cost-effectiveness provide the company the highest return on their investments.
The report also concludes the 4Ps of the marketing mix strategy.

REFERENCES
Books and journals
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal (AMJ), 25(2), pp.157-165.
Loučanová, E., Olšiaková, M. and Dzian, M., 2018. Suitability of innovative marketing
communication forms in the furniture industry. Acta Facultatis Xylologiae Zvolen
res Publica Slovaca, 60(1), pp.159-171.
Tadajewski, M., 2019. Habit as a central concept in marketing. Marketing Theory, 19(4),
pp.447-466.
Mahmoud, T. O., 2018. Impact of green marketing mix on purchase
intention. International Journal of Advanced and Applied Sciences, 5(2), pp.127-
135.
Mustapha, B., 2017. Effects of Marketing Mix Strategy on Performance of Small Scale
Businesses in Maiduguri Metropolitan, Borno State Nigeria. Journal of Marketing
and Consumer Research, 31(2), pp.1-6.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L. M., 2017. Understanding the
digital marketing environment with KPIs and web analytics. Future Internet, 9(4),
p.76.
Keegan, B. J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management decision.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Taylor & Francis.
Chowdhury, M. A., 2018. Effectiveness of digital marketing through social media
campaign.
Online
The Who, What, Why, & How of Digital Marketing. 2021 [Online]. Available
through:< https://blog.hubspot.com/marketing/what-is-digital-marketing>
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