Practical Digital Marketing Report - BMP3006, Semester 1

This report provides a comprehensive overview of digital and social media marketing, focusing on their importance in contemporary business environments. It begins by defining marketing, the marketing mix (including the 4Ps), and the communication mix, illustrating how these elements contribute to brand building and customer engagement. The report then delves into digital marketing and social media marketing, explaining their roles and significance, with examples from companies like H&M, Marks & Spencer, and Red Bull. The second part of the report presents examples of effective social media content, such as infographics and video content, and justifies their success. It also includes screenshots of effective campaigns, referencing models like Lauterborn's 4Cs, using Coca-Cola as an example. The report concludes by analyzing the effectiveness of social media content in terms of brand awareness, customer engagement, and market share, emphasizing the importance of digital strategies in the current business landscape.

Practical Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing Explanation................................................................................................................3
Marketing mix and communication mix.....................................................................................3
Digital marketing........................................................................................................................5
Social media marketing...............................................................................................................5
Digital marketing and social media marketing are important to contemporary businesses........6
PART 2............................................................................................................................................6
Social media content that really work in business......................................................................6
Screen shot of effective campaign with reference to established model and standard for digital
marketing.....................................................................................................................................8
Effectiveness of social media content.........................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The primary objective of this project report is to acquire knowledge and information on
the role of digital marketing and social media marketing (Chaffey and Smith, 2017). In this
growing and changing business environment where organisations are shifting from traditional
marketing methods to digital marketing methods. Hence digital marketing is playing significant
role in the growth and development of organisations. Furthermore, the advancement in digital
marketing is a step ahead towards sustainability, technology and globalization. Social media is
one of the approach through which business can attract numerous potential and loyal customers
using various digital media platforms which can be google, YouTube, twitter, LinkedIn and other
media platforms.
PART 1
Marketing Explanation
According to CIM, marketing is define as an effective approach which is used by
company for increasing its brand awareness and to increase its sales volume in market place
(CIM marketing. 2010). Marketing is the set of activities and process of communicating,
promoting, advertising, creating brand value in the eyes of costumer, delivering and offer
something valuable to costumer, client,partner and society.
Marketing mix and communication mix
Marketing mix is an important element in the marketing functions and operations as they
as marketing department within company are accountable for enhancing the brand value.
Marketing mix is define as the process where marketing department consider various aspects
with the motive to promote the brand or products in the marketplace. The factors included in the
marketing mix are price, product, promotion and place. Basically marketing mix comprises of
multiple areas which contributes in the marketing planning. Marketing mix is the process of
marketing strategy in which Cadbury examine in detail about Product,Price,Place,Promotion.
Product mix- The product mix of Cadbury is quite large as they deal with varieties of
product range which has strong depth and width of product offerings. On large context Cadbury
consist of chocolates,candies,beverage,biscuits in width category. In product length it consist of
Diary milk, 5 Star,Gems,Oreo,Bournvita,Eclair etc. Company capture highest market share in
Bournvita and in chocolate industry it holds up to 60-65 % market share.

Price mix- It refers to the value that denotes the product or services offered by the
organisation. Pricing of each chocolate segment is different that is mainly based on consumer's
taste and preferences. The price set up is high as well as low so that they can easily garb targeted
segment and earn profit maximisation. Chocolates like perk,eclairs,5 star are at very reasonable
price and product like Oreo,beverages contain high quality and high price to target premium
customer (Dwivedi and et.al., 2020).
Place mix- The distribution system of organisation is very efficient and effective in all
parts of Urban and Rural areas of countries. Demand of Cadbury is high in urban areas but low
in Rural areas as the demand is weak in Rural areas. They are presented in more than 200
countries and products are available all over the world.
Promotion mix- Promotion Mix play a major role in creating a brand value of this
company. Company uses different types of marketing advertising campaign for promoting its
product like social media ,digital marketing,online advertisement,television,radio etc. (Gupta,
2015).
Communication mix is a part of marketing where organisation focus on various
techniques and methods in order to communicate with its potential customers. The promotional
activities carried by Cadbuary includes communication mix. As in this changing phase where
new innovations are taking place due to which customers needs and preferences are changing
hence communication is important in order to know the opinions of customers regarding
products and services offered by the company.
Communication mix fits in marketing mix in a easy and effective manner. Basically it
covers the all the factors with the primary motive to understand the market, target audience and
to contribute in enhancing brand value for accomplishing organisational goals and objectives.
Hence, with the help of communication mix the focus is on understanding customers and to
connect with them and develop a two-way communication with them through various online
modes such as social media marketing, email marketing, etc for the success of a brand (Hanlon,
2018).
Digital marketing
Digital marketing is an effective process used by the organisation with the motive to
encompasses all marketing activities with the use of various electronic devices and internet. With
the use of various digital channels like social media, email marketing, content creation, etc the

focus of the company is to connect with its current and prospective customers. For example,
H&M is using digital marketing tools for providing necessary information to its customers
through various popular social media platforms such as instagram, snapchat, facebook, etc.
Digital Marketing is the process of online marketing efforts,it refers to online advertising
through digital platform such as search engine,social media, email, websites, mobile apps etc.
For example, Marks & Spencer is using digital marketing to attract large number of customers
regarding its new arrivals, offers, new additions and many more (Puthussery, 2020).
Social media marketing
Social media marketing is define as the concept where with the use of social media
websites and social networks the motive of the organisation is to reach to its potential customers.
The main goal behind using social media marketing is to increase brand exposure and to increase
customer reach. For example, Red bull is using social media and social networking for
connecting to its target customers and to enhance its brand value in marketplace.
Social media marketing is a form of internet marketing where with the use of social
networking websites as an effective marketing tool the company tries to reach to the target
audience. For example, DOVE is using digital; marketing tools to attract its potential customers
and to provide information about launch of new products.
Digital marketing and social media marketing are important to contemporary businesses
Digital marketing and social media marketing are important to contemporary business as
it has become one of the most influential and important platform for increasing the brand value
of the business. Social media has great power that is within the seconds of posting company able
to reach large number of people. Moreover, it is cost effective method as within set budget the
company able to carry its promotional activities and able to reach audience across the globe. The
digital marketing team of company by regular posting of unique and visual content on different
popular social platform able to stay top of mind with the targeted audience who are important for
the company. Furthermore, the company able to effectively analyse the strategies and the
techniques used by the competitors to reach and attract its target audience. Hence it is helpful in
building strategics after determining the methods of competitors which help in accomplishing
desire results (Thomas and Housden, 2017).

PART 2
Social media content that really work in business.
Social media marketing has become important as people are spending most of time on
various social media platform. Hence it is very effective media to introduce the products and
services and to communicate with the audience. Through Digital Marketing company can attract
more customer as now everyone is using digital platforms.
 Infographic- This method is in trend that is people find the infographic attractive and
spend their time in reading and understanding the information provided on it. It is one of
the mostly used method used by the business organisation to reach its target audience.
For example, Nike is using this method to attract its potential customers. The information
in the form of infographic and in in form of pictures are posted on popular channels such
as instagram, facebook, twitter, etc with hashtags such as new summer arrivals, just do
it,etc.
Justification- The demand of digital marketing is growing day by day as it create brand value
and business awareness. This platform increase more customer base and online audience which
help the company to increase their market share. Because of these advertising techniques the
profit share and market share is also expanding in high volume.

 Information in video form- With the advancement in technology and digitalization,
people are preferring to watch things and understand them instead of reading and then
acquiring information. The information in from of video content with audio are preferred
by people as it is easy to watch and highly engaging. For example, Levis is using Video
from to provide information about its new arrivals and quality with the help of famous
celebrities to attract large number of potential customers.
Justification- Company can sell anything on social media as number of people uses social media
this will automatically increase importance of brand and product search. Implication of
digitalisation and access to internet has enhance growth rate of business and consumer. Hence
helped in attracting more customers and lead to increase in sales. Company made great efforts to
reach in the mind of consumers by its promotional activities. It is an effective strategy use to
attract new and unique customers to the website and physical stores of the company.
Illustration 1: Nike advertisement. 2017

Screen shot of effective campaign with reference to established model and standard for digital
marketing
Coca Cola is carrying its operations effectively with the use of digital marketing that is
with its website and various social media platform it is attracting more number of customers. The
company is publishing quality content on its website under blog section and able to hold position
in top 10 search results and is using various social media channels to attract its potential
customers. These activities have contributed in increasing the sales and profit volume of the
company. The company is using Lauterborn's 4Cs model in carrying its operations and activities
in effective manner. With the use of this model Coca cola analyses the needs and desires of
customers. The primary focus behind using this model is to focus on customer interaction along
with marketing and selling activities. There are four C's in this process which are as follow-
Consumer wants and needs - corresponding to Product in the Marketing Mix
Cost to satisfy - corresponding to Price
Convenience to buy - corresponding to Place
Communication - equivalent to Promotion
Illustrat
ion 2: Levis marketing campaign. 2020

Basically marketing refers to actions taken by marketing team operating within the
company to attract its potential customers through high-quality messaging. The main motive of
Coca Cola is to understand the needs and desires of potential customers and make changes or
additions in the existing range of products or services to meet the stands of customers. Hence,
this helps in making the digital marketing process effective and efficient.
Effectiveness of social media content
Social media is an effective tool in the current business environment as it become easy to
connect with targeted audience with the use of Facebook, You tube, etc. The organisations using
these channels able to get many benefits and able to identify the weak points where company
need to focus. With the use of digital marketing that is advertising, personal selling, public
relation, sales promotion, etc the marketing team focus on establishing communication with the
customers.
Raising of emblem popularity- It helps in reaching to wide range of audience where
company effectively able to deliver its message (Urban, Gosline and Lee, 2017). The
management would able to set benchmark according to different situations and has wide
opportunity in marketplace.
Illustration 3: Coca Cola advertisement. 2018

Developing converting capabilities- In situation like interaction with clients or
customers in social media, there is must to have productive content which can reach as well as
fulfil customer demands. To improver social media presence leads attain out creates excellence
interaction.
The activities and tasks included in marketing are application of different practices,
monitoring and controlling of actions, effective utilization of resources and many more. Hence
social media marketing is the process which involves researching, promoting and selling the
products and services offered by organisation.
CONCLUSION
From the above report it is concluded that implication of digital marketing strategies has
direct impact of company growth and profitability. The company which does not use digital
marketing will loses the opportunity to grow the business. Through social media and other digital
platform organisation can attract more costumer base in wider range. Digital channel helps the
organisation to communicate with the targeted costumer along with prospective customer. It also
helps in creating online brand image of the company and provide value to the customer. The
digital presence has a great influence on the interaction of the people and habits of purchasing.

REFERENCES
Books & Journals
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dwivedi, Y. K.and et.al., 2020. Editorial introduction: Advances in theory and practice of digital
marketing.
Gupta, S., 2015. Digital marketing. McGraw-Hill Education.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Puthussery, A., 2020. Digital Marketing: An Overview.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.
Urban, G. L., Gosline, R. and Lee, J., 2017. The power of consumer stories in digital
marketing. MIT Sloan Management Review. 58(4).
Online
CIM marketing. 2010. [online availabe through;<https://www.campaignlive.co.uk/article/new-
definition-marketing/739886?src_site=brandrepublic>]
Coca Cola advertisement. 2018.[online available through;<https://poweradspy.com/coca-cola-
facebook-ads/>]
Levis marketing campaign. 2020.[online avaiable through;<https://www.youtube.com/watch?
v=e17JEeXoFGE>]
Nike advertisement. 2017.[online available through;<https://www.unionroom.com/the-evolution-
of-nike-advertising/>]