Report on the Role of Digital Marketing and Social Media in Business

This report delves into the significance of digital marketing and social media in today's business landscape. It begins with an introduction to digital marketing and social media, highlighting their role in promoting goods and services. The report then explores the marketing mix, examining product, price, place, and promotion, along with the extended elements of people, process, and physical evidence. The report further analyzes the role of digital marketing in business, emphasizing its cost-effectiveness, and its impact on brand awareness, customer relationships, and brand loyalty. The report also discusses social media marketing strategies, including planning, publishing, and the importance of social media in digital marketing. The report concludes with an overview of social content, content marketing, and various models and standards in digital marketing, such as the RACE planning framework and the 4Cs of marketing communications. It highlights how social media content meets human needs, delivers value, and builds brand loyalty, offering a comprehensive view of the digital marketing and social media landscape.

The role of Digital Marketing
and Social media

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1........................................................................................................................................3
PART2.........................................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing refers to advertising through digitally channels such as mobile apps, social
media or emails. While using this online social media digital marketing methods many
companies can endorse their goods and services to their customer. Social media is word that is
used for network and websites to market companies goods and services (Alghizzawi, 2019). This
report evaluate importance of marketing mix and function. Also, examine element of
communication mix and how digital marketing can be identified communication strategies.
PART 1
Marketing refers to activity that under by companies for selling and buying their products and
services. It is one of particular constituent of business management and commerce. Marketers
can buy or sell their products direct to other business or immediately to consumer. The term
marketing is commonly known as attracting customer, incorporates knowledge by addition study
the establishment of exchange relation.
Functions of marketing-
Market information:- It recognizes the needs, wants and demand of consumer, then analyse
information to get assorted decision for successful marketing of business products and services is
most essential functions of marketing. It also synthesis internal weakness of company and
strengths in external factor in market.
Planning:- Planning for business in market in selling or buying their products it can be mains to
achieve objective or goals. Which could help in increasing market share and also covers many
aspects of promotion and some other activities.
Designing and developing products:- The designing of products helps customer in force and
make more target in market (Bala and Verma, 2018). In today competitive market cost does
matter but also products shape, style and design must be considered lot in making decisions.
Exchange functions:- The buying and selling product and services is type of exchange
marketing. Company also maintain quality and offers sufficient quantities of goods to their
demanded consumer.
Risk taker:- While having business in marketing it can be sometime risk taker for company.
Hence, risk taking is one of important part for business for making growth in competitive

market. It refers to uncertainness of purchasing goods consequent initiation and marketing of
products can be purchased by consumer in future or not.
Marketing mix refers to set of tactic or actions, that company used for promoting their brand or
goods in market. The concept for marketing mix is enough easy. Designed of websites and
branding agencies used for important conception in various ways for creating development of
that company in market.
Four traditional P's of marketing mix-
Product:- The first elements of marketing mix is product. It can be items or services that help
customer satisfaction (Deepak and Jeyakumar, 2019). Products can be most important part of any
company in making them developed and customer have expectation from firm that would have
the best quality of products which they have demanded.
Price:- When company launches some products that could have fixed up prices which be
reasonable and price strategy that could be in budget of customer. Pricing can be done while by
keeping their competitors market price.
Place:- Placing is most important for marketing mix that keep the products position and
distribute in proper format to their customer. The more to know audience, more company need to
design their products and distribute through various channels.
Promotion:- One of the most crucial strategies used for promoting goods and services. Company
both large firm or small firm uses different promotion activity in advertising and promotion.
The spread marketing communications mix-
People:- People are part of marketing mix. That could refer in designing brands or people who
are instantly regard with business. When it comes on branding and marketing organization
worker are one who present services or product that customer wants.
Process:- It means products and services are being sold to other services and earned profit in
return which help them in developing their business with more goods (Haider And et. al., 2017).
This also look in payment methods, sales and distribution channels.
Physical evidence:- More services in delivering online goods or offline goods. Physical
evidence can also refer to mode that products and services are detected at marketplace.
Digital marketing is factor of marketing that change internet and online settled technologies such
as mobile app, computers or some other digital media and promote platforms for products and
services. As digital platforms currently exploding organized into marketing plans ad everyday

life and people daily using their digital media for ordering products as they prefer less in visiting
shop for purchasing.
The role of digital marketing in business-
At all levels playing field:- In recently there are to many competitors like Flip kart, Amazon, it
spirits that it is impossible in competitive with them, because they have many resources available
with them. Digital marketing plays roles at all levels of size in business, sometime allow
company to competitors with corporations, as well to small companies.
Easy to earn:- It focusses on making more money for business. If owners do their digital
marketing from home, they will have more cost rather than money (Hollensen, 2019). Online
marketing is extremely cost effective, offers an impressive return on investment.
Digital marketing is easy for business:- It is great for small business with low budget, but it is
help in building up reputation of company and assist brand awareness. The role of digital
marketing in business make it easier to approach and make good development, this equals to
happy customer well as business growth.
Social media marketing is used for promoting social media platforms and website of products or
services. Most social media platforms have build up their tools, sanctioning companies for
following process, successful. Companies scope of shareholders through social media marketing
regard circulating and expected customer, current employee, bloggers and the public. Strategic
level, social media marketing regard management of marketing cause and development of
business coveted social media culture.
Support of social media marketing-
Strategy:- Social media helps business for more developing and increasing brand awareness. It
also generates relationship of brand, appoint community and suffice as customer influence
channels (Kotler and et.al., 2018). The social media platforms focused on Facebook, Instagram,
LinkedIn, Twitter, Snap chat and You tube. For having long term plan they have to follow while
by creating social media strategy and social media marketing plan.
Planning and publishing:- Generally social media marketing used by small business for more
expansion in markets. Publishing social media is simple as sharing blog, images and videos.
There are several numbers of variety in social media tools as this save time to reach audience,
and they are mostly like to build up their relationship.

Social media has become more important aspects for digital marketing in today's world. Which
provide many benefits and help millions of customer worldwide. Make easy word for digital
marketing that every customer can get attract towards products or either blogger have loss on it.
Importance of social media market and digital market in business-
Improved brand awareness:- Both social media and digital market are most important for
earning profit online a long term and make more customer for business and have more
satisfaction in business (Alalwan And et. al., 2017). While by spending few hours for social
media business they are more visibility and marketer have more brand identification with great
experience of using it.
Better relationship with customer:- Social media and digital marketing helps in developing
more customer and make more interaction among customer while as blogger come to know
about more taste, more demands trending in market. Communication and engagement with
customer is one of the best way to have attention and convey for buying brands products.
Developed brand loyalty:- Digital marketing and social media marketing make easier for
finding out their loyal customer. While by connecting to customer through online marketing they
are more probably to possession audience and loyalty build up. These marketing factor just not
leads to present their product, it also leads for promotional movement. As consumer sees these
platforms at service channels, and they can direct communicate with the business.
PART2
Social content has recently raised up with social media and which generally means that anyone
have shared, posted or shred with someone others (Syrdal and Briggs, 2018). Content marketing
are performing by which business or respective can use social media content to force and
continue more customer. Few examples of social media content-
Links to external content:- It does not have much time for finishing blog, as it keep going on
for posting and always linked up with relevant articles, resources and websites in other sources
for build up trust. Industry or companies are also the best resources for external content.
When blogger have created content, but they haven't open it, then blogger will effectively open
door to another social media. Good digital marketing uses on social network for having better
external links but it is also time-consuming process. Best platforms can be social site networking

is LinkedIn and Facebook as they are just for writing content, further Twitter is also secondary
option for content writing.
Images:- While having good images and video will helps in increasing relationship with basic
customer (Du Plessis, 2017). They can always keep their customer from rapidly passing just
pictures and videos.
Visual content is much more assimilable and attractive than blog from blogs and articles.
Mobiles cameras are enough to take pictures and easy for editing and filters to them.
Image focused like Instagram have more cooperation as many more users are being their. It
would be beyond smartphones susceptibility and take lot of time in editing at professional
cameras.
Effective campaigns
Illustration 1: effective campaigns of digital marketing,2020

Models and standards of digital marketing
The different types of models and standard are to be used in digital marketing-
RACE planning framework:- It adjusted on accretive commercial returns from digital
marketing. It has initial planning stage in creating the strategies with defined objective and key
performance for assessment. The Best pattern are managed or develop and have proper
communication in crossways online and offline customer that interested in superior consumer
products and services.
4c's for marketing communications:- The 4c's clarity, creditability, consistency and
competitiveness are must often used in digital marketing communications. Once a business has
started segment its marketing and identifying the target audience, it has reached to next level of
business for earning more profits (Herhausen and et. al., 2020). For achieving marketing
communication 4c's has to use tools to developed position divided or build up value on online
perspective.
Technological acceptance:- Many business have developed their own mobile apps, for
attracting more customer digitally towards them and make more customer chain. Basically this
chain is used by small group of business as they have major investment in digital marketing and
allocated proper use of marketing resource with their employee for building up more target
audience.
Social media content is effective future of internet marketing is more effective and many more
audience are being ready to read out content-
Meets human demand and needs:- People try to interact with each other and make connection
between them. So by that social media has created the best opportunities and identify loyal
customer with some special; rewards and discount. These actions can make customer more
special, and they can have some interest in their brand and make more attraction towards them.
Value impressive marketing:- Online adverting is more cost effective than purchasing offline
as from branded things. Sometime cost effective can also create mistrust issue among their
customer and owner, that can have more affordable for buying and selling goods and services.
Build brand loyalty:- Digital marketing tries to satisfy their customer well selling and buying
the best products and services for them (Deiss and Henneberry, 2020). While by using this

research they can directly contributes towards building up their loyalty trust for goods. Knowing
that social media have positive effect on business bottom line and involved in social media
campaign. Social media have to create brand loyalty among their customer for advertising more
and more while by promotion them into various ways so that each of customer across world can
also prefer that brand and develop their brand images
CONCLUSION
This report concluded digital marketing and social media play important role in developing
business effectively and efficiency for satisfying customer in purchasing online through various
different websites. Social media content basically create blog, post and electronic book content
for business creating and makes out more proper use of allocation in target audience satisfying.

REFERENCES
Books and journals
Alalwan, A.A. And et. al., 2017. Social media in marketing: A review and analysis of the
existing literature. Telematics and Informatics.34(7). pp.1177-1190.
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J. Inf.
Technol. Lang. Stud.3(1). pp.24-31.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Du Plessis, C., 2017. The role of content marketing in social media content communities. South
African Journal of Information Management.19(1). pp.1-7.
Haider, A.A. And et. al., 2017. Marketing Management. Head. B. p.22.
Hanlon, A., 2020. Ethics in Digital Marketing and Social Media. The SAGE Handbook of
Marketing Ethics. p.424.
Herhausen, D. and et. al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management.90. pp.276-290.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Kotler, P. and et.al., 2018. Marketing management: an Asian perspective. Pearson.
Syrdal, H.A. and Briggs, E., 2018. Engagement with social media content: A qualitative
exploration. Journal of Marketing Theory and Practice.26(1-2). pp.4-22.
Online
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