BMP3006 - Practical Digital Marketing: Social Media Effectiveness

This report provides a comprehensive analysis of digital and social media marketing, emphasizing their significance in contemporary businesses. It begins by defining marketing and dissecting the marketing mix, highlighting the role of the communications mix within it. The report then explores digital marketing and social media marketing, underscoring their necessity for modern businesses. Part two offers practical examples of successful social media campaigns, such as Starbucks' Instagram strategy and Nike's Twitter engagement, justifying their effectiveness using models like the AIDA framework. The report concludes by reiterating the importance of social media content in driving brand recognition and customer engagement. This document is available on Desklib, a platform offering a wealth of study resources, including past papers and solved assignments, to support students in their academic endeavors.

PRACTICAL DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Discuss the concept of Marketing...............................................................................................1
An analysis of what the marketing mix is & where the communications mix fits in.................1
An description of digital marketing is.........................................................................................3
An analysis of what is social media marketing ..........................................................................3
An analysis of digital marketing & social media marketing is necessary to contemporary
businesses....................................................................................................................................3
Part 2................................................................................................................................................4
Two examples of social media aspects that work & justify and justification why they tends to
work.............................................................................................................................................4
Screenshot of campaign with reference to established model & standards for digital
marketing.....................................................................................................................................6
Why social media content is effective?.......................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing refers to the technique promoting products and services of the company by
which they can attract the large group of potential buyer which contribute in the success and
growth of the company(Jassim and Hussein, 2020). Marketing mix is the strategy which is used
by the organisation to market their products and services. The main aim of this report is to
evaluate the significance of digital marketing and social media marketing & also discuss the
marketing and marketing mix by using specific examples. Digital marketing is the modern
method which can establish the good brand image of the company in the large market. They also
discuss the social media content and effective campaign for market. Lastly, it will analyse the
importance of social media content.
PART 1
Discuss the concept of Marketing
According to “American Marketing Association, 2021”, Marketing is the activity, set of
institutions and the process of creating, communicating, delivering and exchanging the certain
goods that is having value to the customers, partners, society at large. They try to establish good
brand image in the large market as it is engage in business activities such as advertising, supply
of products and services to the specific business. It is the type of initial communication which is
concern for the delivering goods and services to their final users. Marketing helps in getting
innovative ideas and also leads the company to get innovation in their operations.
As of now, marketing is becoming is the wider concept which is not restrict to the direct
marketing only. Different organisation uses specific marketing strategy so that they can
effectively reach to their desired goal in an well-defined manner. As the marketing refers to the
place where the marketer showcase their offerings in order to attract the potential buyers (Gunk,
2021).
An analysis of what the marketing mix is & where the communications mix fits in.
Marketing is the general formula which analyse the need of the business operations and
what are the certain strategy to be used for the further marketing. Marketing mix refers to the
strategy which is being used by the business so that they can effective establish the god brand
image by positioning their product in the target market. They are having the certain strategy
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while choose the right strategy for the business and they are Product, Place, Price, Promotion and
considered as the 4P's of marketing.
 Product: It is the item which is being sell by the company in order to generate higher
profits so that they ca ensure the large customer base. They are having the higher
performance level to the business (Behrman, 2019).
 Price: It is the value given by the customer while purchasing certain good and services in
an appropriate manner so that they can attain higher success and growth in the large
market. Every organisation uses different pricing strategy in to sustain in the large
market.
 Place: It is the location where the company is operating their business physically or
selling their goods and services in order to attract the potential buyer. Retailer pay the
premium amount for the specific location.
 Promotion: It refers to the strategy which is being used by the business in order to
advertise their product and services. It generally includes advertisement, discount
rewards, News reports etc. It can also include the direct marketing and customer projects.
Every component of marketing mix has the direct impact on the business. They make the
effective business plan for the company but the mismanagement of the company take huge time
to recover and the marketing mix also helps in getting the better outcome so that they can
effectively utilise the certain factors which can help in market research (Dunakhe and Panse,
2021).
Marketing Commination mix is the way by which company can effectively
communicates to their potential customers. In current times, there is significant use of the
effective marketing communication so that they can effectively use the certain parameters for
better contacts. In relation to the marketing, product is the main factors which the company sell
to their potential customer but communication is important as location of the company gives
their target customer and this is the basis for any company. It includes ads, promotions and
publicity etc. which the organisation use to meet their desired objectives and also helps in
effectiveness for delivering its promotional information by use different medium of
communication mix so that the company can maintain the string bond with the customers.
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Advertising is the main component for the communication mix as marking and
advertising are the same patterns but it changes the parameters of selling goods and services or
can be different by using different marketing techniques.
An description of digital marketing is
According to “Kotler and Armstrong, 2009”, Digital marketing is the form of direct
marketing which links the consumer with sellers through electronic medium by using interactive
technologies such as emails, website and online forums. It also defined as the promotion
provided by the various channels like website, social media and use of mobile application.
These platform helps in company to support their products and services as they are very lean to
the digital marketing as it connects the whole world for the commercialization.
Thus, digital marketing is the modern tool which helps in managing the huge system of
marketing to run their brand (Das, 2021). Online promotion is more complex as to get the real
effectiveness of the digital marketing, Marketers requires to develop the cross culture channel so
that they can have better marketing.
An analysis of what is social media marketing
Social media marketing is the online plat which helps in brand
recognition and also boat the overall sale of the company by having good connection with the
customers. It includes the better version of the content, Exploring their results & active social
media ads. various social media platform also helps the industry to get their potential customers.
For instance, Amazon is the effective social media platform that helps in gaining higher success
to the company.
Social media marketing is the effective way for the companies to reach to their potential
customers. As they are having the effective interaction with their brands by having social media
and they are directing revert to their customer by using different social media platform such as
Instagram and Facebook.
An analysis of digital marketing & social media marketing is necessary to contemporary
businesses.
Digital marketing is the tool by which company can effectively reach to their potential
customer so that they can effectively advertise their products and services in an appropriate
manner. The company can able to know their customer individually so that they can establish the
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good brand image in the marketplace (Chaffey and Smith, 2017). They can immediately track the
reply to their marketing aspect and the customers so that they can be loyal to their brand. There
are some major issue in the digital marketing but this needs to be solves and effective marketing
to be continued in the future. Every day operations in the market needs the direct emphasis on
the business as they intact large group of customer base. Company must take the advancement
and innovation so that they can establish the good brand image in the marketplace.
Social media marketing is the significant aspect in the marketing strategy as they
contribute the proper engagement with their proper recognition, audience so that they can
enhance their sale in the target market. The term social media is defined as usage of social
networks for marketing services and products of the company. It is analysed that social media is
one of the best way that can be used by companies to meet potential customers in an easy
manner. Some of the common websites of social media on which organisations sell their product
or service are Facebook, Twitter, Instagram, etc.
Part 2
Two examples of social media aspects that work & justify and justification why they tend to
work.
AIDA model – This is a tool which has four stages – attention, interest, desire and action model.
It is an advertising effect model that identifies different stages which an individual goes through
the process for purchasing a service or product. AIDA is used within digital marketing, sales
strategies as well as public relations campaigns. The steps of this model are explained below –
 Attention – This step includes developing interest among the consumers about new
product or service offered by the organisation. In development of digital marketing
campaigns, customers are provided information about the new service through
promotions.
 Interest – This is known as the phase where interest is developed about the new service
or product offered. This includes developing of good faith towards the company. Digital
campaigns are prepared in order to develop interest in minds of people.
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 Desire – When consumer is interested within service or product then aim is to make
consumers desire it. This includes developing mindset in front of customers for selling
the product or service.
 Action – This is known as final stage in which actual campaign takes place within
market.
It is the section which discuss about how the social media content can be used for the
further marketing. Starbucks is the great example which is the successful and advertising their
brand on social media platform. This campaign is on Instagram and they are maintaining the
effectiveness on social media platform and other platforms across the world. They are having
eight exciting advertisements on Instagram as well as having sensible, faithfulness to their
customers means they give their best in meeting the customised demands of their customers so
that they can loyal to their brand. They also ensure the exciting environment within the premises
so that the gust can have fun and enjoy there. They are offering flavoured coffee and using the
certain flavours which are available in their city. Starbucks revert to their customer on Instagram,
Facebook, Twitter etc. They are also using YouTube ads for frequently asked question by their
audience.
Starbucks posts single product on the Instagram in relation to their content so that they
can understand the taste and preferences of their potential customers. Starbucks generally repost
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their products to their customers to give flexibility and growth to the business. All the posts are
conducted in such a manner so that they can grab large pool of their potential buyers in the large
market. The significance of company in their success is the best use of social media platform so
that they can establish the good brand image in the marketplace and gain the attention of their
potential customer worldwide.
Another example of social media content is Nike and the campaign is used on Twitter by
the company and also use other social media platform. Nike is contributing in the enhancement
of their life by offering quality products in the society. They are using the content in their tweet
is clear, specific and coercive which includes the hashtags like #Nikemen. They are designing
such ads but having direct focuses on social media platform that how they can appropriately
attract the large group of their potential customers. The company is having the best use of their
certain ethnology but there is huge competition in the market. This company have made the best
use of twitter as the social media platform by which it helps in attracting large group of potential
customers.
Nike is the leading company which is doing their great job as they are having the
excellent art of designing content which reflect their brand image on social media platform. They
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have changed their prospective where they can show the picture of their strength and also
evaluate the handwork of their team.
Screenshot of campaign with reference to established model & standards for digital marketing.
Shopify given the significant perception to their target customers also they are earning
the visual ads of Facebook ads to have the authentic, minimum and effective advertising
experience. The advertisement have the questions from the potential e-commerce so that they can
have the imposing proposal for themselves. Shopify is the best platform in which the individual
can make effective advertisement and increase their sale on social media platform. They can
centre their best social media platform which includes Facebook, Instagram, Twitter so that they
can meet their potential customers.
Why social media content is effective?
Social media is the most significant platform in which the company can effectively
advertise their company's product so that they can increase their sale in the large market. Social
media is having admirable power and the massive number of customers. This gives the several
opportunities to promote their goods and services in the large marketplace. AS more people are
addicted to social media and happy customer is like to share their experience to their other
person which can effectively attract the new buyer to their brand. This context becoming
trending on social media platforms and it is becoming very influence among the buyer by which
the overall sale of the company reaches to its highest. This also helps in having the certain goods
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to be sold at their best in the market as they are having by which the overall sale of the company
increases.
CONCLUSION
It is concluded from the above report that social media platform plays an significant role
in enhancing the brand recognition in the large marketplace and this is being discussed with
different examples. Marketing and their components are more beneficial for the company as the
show the path of executing their business plan in an appropriate manner. This report also
discussed the importance of digital marketing by taking the two examples of market campaign.
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REFERENCES
Books and Journals
Behmann, M., 2019. Analysis of the role of digital marketing for SMEs in Malta (Master's thesis,
University of Malta).
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric
review. International Journal of Innovation Science.
Gutnik, S., 2021. Application of Data Mining and Machine Learning Methods to Enhance the
Effectiveness of Digital Marketing Strategies. In Digital Strategies in a Global
Market (pp. 131-144). Palgrave Macmillan, Cham.
Jassim, S.H. and Hussein, S.A.A., 2020. The impact of the use of digital marketing channels on
the implementation of the strategy of positioning Applied study on a sample of the
managers of the International Company for smart card" Key Card". journal of
Economics And Administrative Sciences. 26(117)
Rahman, M., 2019. Internship Report ON Digital Marketing and Brand Communication Of
National Distributor of Xiaomi.
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