Social Media Marketing: Product Promotion & Customer Retention - M&S

This report investigates the significance of social media marketing in promoting products and retaining customers within retail organizations, with a specific focus on Marks & Spencer. It examines the concept of social media marketing in the retail industry, explores the various methods employed by Marks & Spencer, such as content marketing, advertising, sponsorship, and influencer marketing, to promote products and retain customers, and analyzes the impact of these strategies. The research highlights how social media marketing enables companies to enhance brand awareness, engage with customers, and drive website traffic. It also underscores the importance of understanding customer behavior and leveraging influencer marketing to reach potential clients and build stronger customer relationships. The study emphasizes the cost-effectiveness and broad reach of social media marketing in today's digital landscape.

(To investigate the importance of social media
marketing and its impact over promoting products &
retaining customers of retail organisation)

Table of Contents
1. Research Topic-Introduction....................................................................................................3
Opinions on the research topic....................................................................................................3
3.Research Aim........................................................................................................................... 4
4. Research Questions................................................................................................................ 4
5. Research Objectives................................................................................................................ 4
6.Reserch Rationale....................................................................................................................5
References.................................................................................................................................. 6

1. Research Topic-Introduction
Social media marketing has become one of the main aspect in the digital marketing as it
provides numerous benefits in order to reach large base of customers. It allows the companies
to enhance the level of brand awareness in the market by making use of various digital
platforms. The current situation is that social media provides platform where various updates,
pictures, information and various activities are shared (Jiménez-Marín, Madroñal and Galiano-
Coronil, 2021). Such platforms allow to retain the customers and highlight about the products in
the retail market. The company considered for the study is Marks & Spencer which is one of the
leading British multinational retailer in London England. The subject is linked with the concept of
social media marketing and also various methods which are used by the chosen company.
Along with it, it is also known to be the marketing process which allows to promote the level of
website, various products or services. It is the job of the social media marketers to represent the
company in the market. Social media marketing also includes listening to the communities and
establishing relationships with them as a representative of the company. The traffic must be
attracted towards the company that can be using influencer marketing. As it is one of the trends
in the market which Is followed and preferred by most of the people. Most of the people follow
their favourites influencers in order to buy a product or avail any services.
Figure 1: What Is Social Media Marketing?
Opinions on the research topic
The chosen topic is one of the essential element in understanding better about the concept of
social marketing in the retail industry (Butow and et.al.,2020). People have also prefer such
platforms in relation to buy goods because after Covid-19 the preference of the customers have
changed. Along with it, the term social media marketing is known to have great significance and
plays a main role in enhancing the company performance. Due to which the level of productivity

will also be enhanced in the competitive market. It can also be explained as the effective use of
social media in which the company can share its information for building the image of brand in
market, for enhancing sales and driving high traffic on the website. Furthermore, it also aids in
engaging existing customers within the business and reaching new customers in to gain growth
and success in the market (Shrestha and et.al.,2019).
Figure 2: How Marketers Use Social Media
3.Research Aim
To investigate the importance of social media marketing and its impact over
promoting products & retaining customers of retail organisation. A study on Marks & Spencer.
The aim of the research is related to explain the role of social media marketing in relation to
bring more growth opportunities for the business. From the literature review, various methods of
social media marketing can be also be explained which has the power to layout the goals
(Sugandini and et.al.,2019).
4. Research Questions
 Explain the concept of social media marketing within retail industry?
 What are the methods of social media marketing used by Marks & Spencer to promote
products and retain customers?
 What is the impact of social media marketing on the retention of customers and
promotion of the products?

5. Research Objectives
 To understand the concept of social media marketing within retail industry
 To discern the methods of social media marketing used by Marks & Spencer to promote
products and retain customers
 To analyse the impact of social media marketing on the retention of customers and
promotion of the products
6.Reserch Rationale
The rationale for the present research is to highlight the importance and impact of social media
marketing in order promote the products and services of the chosen company. As the term
social media marketing is considered to be an effective approach which has the power to help in
reaching out the potential clients with the aim of delivering the company products and services
(Poddar and Agarwal, 2019). The reason for conducting the research will allow to attain the
main objectives which are linked with both the personal perspective and professional
perspective. In relation to personal perception, the readers will be able to gain great knowledge
about the topic of social media marketing in the company and also in the personal life. Whereas
in terms of professional perspective, the researcher will attain new skills and knowledge related
to the innovative methods of social media marketing in their future career also. The present
study will add value to bring better clarification on the chosen topic.
7.Litetaure Review
The concept of social media marketing within retail industry
According to the view of Benslama and Jallouli (2020) social media marketing is also
referred as e-marketing and digital marketing. It describes the use of social media platforms for
building a brand of company as well as increasing sales and driving website traffic. Social media
is the platforms on which users build social networks and share information. There are various
types of social media platforms such as Twitter, Facebook, Instagram and many more that help
company to promote their product and services as well as engage with existing and new
customers in effective manner. Social media marketing provides an effective way to the
companies in order to get engage with the existing customers as well as reach new ones. It
involves purpose built data analytics that allows marketers in order to track the success of their
efforts as well as find out more methods to engage customers (Kim, 2019). Social media
marketing gets powers from the unparalleled social media's capacity in three main marketing
areas which includes connection, interaction and customer data.

As per the view of LaFleur (2022), social media marketing is described as the form
internet marketing which uses social media apps as a marketing tool in companies. These apps
or platforms enables brand to connect with their audience in order to build a brand, increase
sales, drive traffic to a website as well as building a community of followers for sharing and
engaging with content. When the company produce relevant content that the users will share
with their own networks will helps brand to increases their exposure. It also helps company to
extend their reach towards their potential customers as well as potential employees also when it
uses as recruitment tool. Social media marketing is considered as effective method for reaching
a wider audience. As there are millions of users in different social media channels, a single post
of company can exponentially increase the brand exposure. Social media marketing help
company to improved customer satisfaction. As it not allows company to promote product and
service for attracting customers on social media but also get interact with them. Through this
company can improve their customer service as well as develop direct relationship with their
customers. Social media marketing is a cost effective tool, when the company execute it in
proper manner as well as the cost of managing a social media can become lower (Zhong,
Shapoval and Busser, 2021). It also helps company to increase website traffic. Social posts are
considered as the great way in order to drive traffic back to a brand website. It further help
company to gain better insights. The feature of social media platforms such as reporting and
analytics provides insight to the company about the followers of page, content they may get
interested as well as how they like to engage with a brand.
The methods of social media marketing used by Marks & Spencer to promote products and
retain customers
According to the view of Zahay (2021) in today's era, social media marketing is
considered as the most important method for promoting goods and services. As there are
different social media platforms which are used by millions of people in all over the world. It
creates opportunity for the company to make their brand visible and known to millions of people
for increasing their sales as well as developing a brand. There are several social media
marketing methods that are used by the company in order to promote products and retain
customers. It is important for the company to select best method in order to promote their
product and service in social media platform in order to attract large number of customers.
Some of these methods are described below:
Content marketing or content creating- Content marketing refers to a strategic
marketing approach. It describes as a process of creating and distributing content for attracting
as well as retaining customers. It involves creating posts, blog, podcasts, Email, videos or

infographics that the company want and share them (Ibrahim, Aljarah and Ababneh, 2020).
Content marketing is not only about creating good content when it comes to content marketing,
the information should be logical and well-written by knowing what their potential audience
exactly wants. The content that company share in different social media platform should be
more effective in order to promote their good and service.
Advertising or sponsorship- Advertising describe the kind of visual and audio
marketing communication that used public funding and non-personal messages in order to
promote or sell a product, service or concept. Advertising is commonly considered as the paid
message that the company control (Tuten, 2020). Common method consists messages which
are placed in newspapers and magazines as well as on radio, websites, TV and various social
media platforms. Sponsor is described the person or organisation that pays for or contributes to
the costs of organising an artistic or sporting event in exchange for advertising. Social media
sponsorship describes as the kind of collaboration where are brand offers products or money to
a user account for selling or promotion purposes. The sponsor is considered as a person or an
organisation that give money to another social media account such as personal brand,
influencer or authoritative accounts in order to get many other benefits.
Influencer marketing- Influencer marketing can be described as the one of the best
social media marketing method. A social media influencer is described the person who has
develop a loyal audience in social media. This influencer can be a blog writer, a YouTuber or
someone from other communities. The influencer creates a content which has potential in order
to convenience the audience in order to buy the product (Park, Im and Kim, 2020). Influencer
marketing is explained as the kind of marketing that help company to connects with an
influencer who has similar loyal audience or followers to their target audience. Influencers uses
different social media platforms to posts their videos, blogs and many more through which they
gain attraction of large number of customers. By collaborating with them, company can
effectively promote their products as well as retain customers.
To analyse the impact of social media marketing on the retention of customers and promotion of
the products
According to Hanaysha (2018), social media marketing has main impact on the retention of the
customers and also promotion of products. The chosen company is able to have its content on
various social media platform such as Instagram or short tweets. The companies are able to
generate different content which allow to keep the audience engaged. With the help of
influencer marketing the company is able to attract the various segments of the market. Due to
boom in technology and internet, the customers are connected with the various companies

which will help in building better relationship with the customers. As it can also seen that
customers notice the activities of the company. Customers prefer to connect with the company
on various platforms (Zuccherino, 2021). That is why the companies are implementing social
media marketing in order to attract more customers. The loyal customers will remain
enthusiastic which is directly linked to enhance the level of awareness of the customers in the
business. Moreover, the term social media is said to be a great tool which helps in motivating
the loyal customers to become brand advocates. Along with it, it can also be said that there are
millions of users which are involved on the diverse social media channels, such as a single post
of the company can directly increase the brand exposure. Furthermore, the social media
marketing also helps the company to improve the level of customer satisfaction. It also allows
company to attract new customers with the help of social media and the company can also get
chances to interact with them. With the help of this, the company can improve their customer
service as well as develop direct relationship with their customers (Willis, 2019). Additionally, it
is considered to be social media marketing tool which is also a cost effective tool, when the
company execute it in proper manner as well as the cost of managing a social media can
become lower. In addition to this, it also helps the company to increase website traffic. In that
process social media posts are considered as best way in order to drive traffic back to the
company’s website. Further it helps the company to gain better insights and the main feature of
the social media platforms for instance reporting and analytics provides insight to the company
about the followers of page, content they may get interested as well as how they like to engage
with a brand (Hanaysha, 2018).
8. Conclusion
From the above information, it can be summarised that social media marketing is one of the
best and innovative way to promote about goods or services in the market. Along with it, the
term social media marketing is related to create a positive impact on the level of customer
retention and also in promoting the products of the company. That is why, with the help of social
media marketing the businesses are able to explain about their products as each and every
detail about it in a proper and effective way. Likewise, it also helps in gaining loyalty and trust
among customers that the business is delivering best quality of products and services in the
competitive market. Along with it, the social media marketing also helps in creating a strong
presence in the market and in the mind of customers which will directly results in gaining high
revenue and profitability.

References
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Online:
LaFleur, G., 2022 [Online]. Available through:
<https://www.techtarget.com/whatis/definition/social-media-marketing-SMM>