Digital Marketing: Social Media Content and Strategies Report

This report provides a comprehensive overview of digital marketing, encompassing key definitions such as marketing, the marketing mix (product, price, place, promotion), and the role of communication within it. It defines digital marketing and social media marketing, emphasizing their importance to contemporary businesses for brand awareness, profitability, brand loyalty, and increased sales. The report illustrates effective social media content examples, including Canva's repurposed Zoom footage and HubSpot's animations, explaining their effectiveness. It also presents successful social media campaigns by Coors Light and DiGiorno, along with models and standards like Forrester's 5Ls and the RACE planning model (Reach, Act, Convert, Engage). The report concludes by explaining why social media content is effective, highlighting its role in attracting attention, building brand awareness, and improving business performance.

Practical Digital
Marketing

Contents
Introduction......................................................................................................................................2
Part 1................................................................................................................................................2
Define marketing....................................................................................................................2
Define marketing mix and where communication mix fits....................................................2
Define digital marketing.........................................................................................................3
Define social media marketing...............................................................................................4
Describe why digital marketing and social media marketing are essential to contemporary
businesses...............................................................................................................................4
Part 2................................................................................................................................................5
Illustrate two examples of social media content that actually works and describe why........5
Give screenshot of effective campaigns also models and standards for digital marketing....7
Describe why social media content is effective.....................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
1

Introduction
The term digital marketing is defined as the process making consumer aware of the brand
and the company’s product and services among the potential customers in order to increase sale
and productivity effectively. It involves use of various digital tools and platforms in order
interact with the customers using internet and other digital communication like email, social
media, web based advertising and other social media platforms like Facebook, twitter, Instagram
and so on. This report highlights the detailed description of the marketing and marketing mix
also the detailed description of the social media and digital marketing and the importance of
social media and digital media marketing. In addition to this example of social media contents
and the models of digital marketing and the importance of social media content is also
highlighted in this report.
Part 1
Define marketing
The term marketing is defined as the one of the essential process undertaken by the
business organisation in order to promote and selling of goods and services, it involves use of
various tools and techniques in order to make consumer aware of the their brand as well as
product and services. The main aim of marketing process is to increase the sale and maximise the
profit leading to improve overall performance of the business organisation through attracting
large number of buyers to buy your products effectively(Adolpho, 2019). Marketing is the
process which involves detailed research of the market place, customers and competitions
available and their offering in order to understand the what customers needs and accordingly
taking corrective actions also creating and offering required product and services at the right time
and right place in order to satisfy their needs and wants. Marketing is one of the most essential
part of the business organisation leading them towards growth and success effectively through
enhancing their profitability and productivity.
Define marketing mix and where communication mix fits
Marketing mix is defined as the process of using various tools and series of actions in
order to make consumer aware of the products and services as well as about the brand (Backaler
and Shankman, 2018). The 4Ps as the elements makes the typical marketing mix. The initial
elements of marketing mix are Product, price, place and promotion as discussed below:
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Product: The first element of the marketing mix is the product, it is one of the most
essential element of the marketing mix as it involves the community offered to the customers in
order to satisfy their needs and wants and helps business to maximise their profit.
Price: The another element of the marketing mix is the prices, it is the value offered in
exchange of the goods and services provided to the customers, it is the value or cost of the
product for which the product will be offered to the customers, effective pricing strategy needed
to be determined by the business in order to attract and retain customers.
Place: The place is described as the location where the products and services will be
available by the company for their potential customers, it involves making it easy for the
customers to easily find the products and services.
Promotion: The next element of the marketing mix is the promotion, it involves use of
various tools and techniques like advertising, direct selling, social media marketing and so on in
order to make consumer aware of the your brand as well as product and services. It helps in
enhancing the overall profitability of the organisation and communicating with the potential
customers about the product and services (Berkowitz, 2021).
The communication mix is the involves the techniques or tool used by the marketing
manager to communicate about the brand as well as the product and services, the communication
mix comes under the promotional element of marketing mix as the aim of both is to make
consumer aware of the product and services and enhancing the productivity and profitability of
the business. the various and techniques that can be used to communicate with the potential
customers can be advertising, social media marketing, direct selling, public relations and so on.
Define digital marketing
The term digital marketing is one of the most growing form of marketing medium under
this the business organisation promote their product and services using internet as well other
forms of digital communication medium, the digital marketing is also called as the online
marketing. The various channels used under the digital marketing in order to promote their
products and services include advertising, social media, email, web advertising as well as text.
The digital marketing helps business organisation to directly interact and communicate with their
potential customers and understand their taste and preferences, it also helps in building
customers loyalty and enhancing brand image among the customers using internet, mobile
devices, social media, display advertising and many other channels (Das, 2018).
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Define social media marketing
Social media marketing is one of the most essential marketing tool used by the marketing
manager to promote their product and services and making them aware of the their brand using
various social media platforms like Instagram, Twitter and Facebook. With increasing use of
social media among the customer every organisation is largely moving towards this platform,
this allows marketing manager to directly connect with their targeted audience and interact with
them directly which leads to building customer loyalty and brand image among them effectively.
The term social media marketing is effective use social media and social network by the business
organisation in order to market their product and services to the target audience directly, it also
business organisation to directly communicate with them and solve their problems (de Vicuña
Ancín, 2021).
Describe why digital marketing and social media marketing are essential to contemporary
businesses
The digital marketing and social media marketing plays an essential more in the success
and growth of the business organisation, they are very important for the contemporary
businesses. The social media has become of the most essential element of the digital marketing
which helps business organisation in connecting with large number of customers globally
(Emini, and Zekjiri, 2020). Both digital marketing and social media marketing helps business
organisation to reach large number of targeted customers and enhancing brand awareness
effectively. some of the benefits of both to the contemporary business are discussed below:
Creating brand awareness: The social media marketing and digital marketing helps
business organisation to create brand awareness using various marketing tools like advertising,
social media platforms using internet, mobile devices and so on.
Enhancing profitability: Another benefit of social media marketing and digital
marketing is that is it helps business organisation to enhance their profitability through attracting
large number of customers.
Enhance brand loyalty: Both social media marketing and digital marketing allows
business organisation to directly interact and communicate with the their potential customers and
satisfying their needs and wants which leads to enhancing their brand loyalty.
Increase sale: The another benefit of social media marketing and digital marketing is to
increase the sale through attracting large number of customers using various tools and
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techniques, large customers base automatically leads to increasing sale (Kartajaya, Setiawan, and
Kotler, 2018).
Part 2
Illustrate two examples of social media content that actually works and describe why.
Social media content are the creative content created by the users or the business
organisation to be posted on the various social media platforms such as Facebook, Instagram,
Twitter. The creative social media content plays an huge role in attracting customers towards
their brand, mostly brands are using unique and creative ideas for their content in order to attract
their targeted customers effectively. These social media platforms are the majorly used for the
content because of their growing use among the customers (Pineida, 2020). Some of example of
social media content that actually works are as follow:
Canva – Repurposing Zoom Footage: one of the most trending content of the 2020 was by the
canva, they have repurposed a recorded video chat to create an more entertaining series for their
social media platform users which is Instagram users.
The most creative part of this content was that there was an creative use of the zoom
footage, canva is not an video editing software but still this video looks like it could have been
made there. This video is an eye catching and combination of education and entertaining.
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HubSpot- Eye catching Animation: The another creative content is the Hubspot- eye catching
Animation, HubSpot is well aware of the fact that a even a little bit of small movement is enough
to catch the attention of the users. The content created by them was attractive and able to grab
the attention of the users (Sainz de Vicuña Ancín, 2020).
The kind of content and the theme used by the Hubspot was attractive, the simple and
attractive animation used by the Hubspot helped in attracting large number of audience, it was
because when attractive users on social media the ad creativity plays an essential role.
Give screenshot of effective campaigns also models and standards for digital marketing.
The Coors Light started a campaign of #CouldUseABeer and company promised to offer six
packs whoever is twitting using this hashtag on their social media platform.
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Platform used: Twitter.
At the time of national pizza month in 2019, Digiorno started a campaign of offering free pizza
to their customers who tweeted #DeliveryDigiorno.
Platform used: Twitter
Models and standard for digital marketing:
Digital marketing is an essential part of marketing process helps in creating awareness
among the consumers about the product and services using various social media platforms
effectively leading towards enhancing the performance and profitability of the business
organisation. Models and standards of digital marketing are as follow:
Forrester’s 5ls: one of the most commonly used model in digital marketing is the Forrester’s 5ls
model, this model helps in analysing the level of interaction, participation and enables business
organisation to directly influence the target audience and analysing the influence they has over
the brand. It helps in enhancing the overall performance of the business organisation and
enhancing their profitability (Torres, 2018).
RACE planning: This model helps business organisation to plan and manage their activities in an
effective way. It helps business to plan, measure and report business activities more effectively.
The RACE stand for Reach, Act, Convert and engage which are in detailed discussed below:
Reach: it involves creating awareness about the product and services among the potential
customers on social media platforms in order to increase the traffic.
Act: It involves interacting with the potential customers, business organisation use
various social media platforms in order to interact with the potential customers.
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Convert: The next step is influencing the customers to take action and buy products, it
involves influencing customers to take step towards buying the product.
Engage: The last step is initiating a long term relationship with the potential customers in
order build customers loyalty and enhance their sale.
Describe why social media content is effective.
The social media allows business organisation to reach large number of customers and
directly interact with them, and create awareness about brand and products using creative and
unique content. The content plays and essential role in achieving business organisation and social
media objectives like brand awareness, building customers relationship, leads creation
effectively. The social media content is very effective for the business organisation as it helps in
attracting customers attention and making them aware of the brand. It is essential as it helps in
enhancing the profitability and productivity of the business and also helps in improving the
overall performance of the organisation through attracting customers and increasing sale (Wirth,
2018). The marketing manager uses social media content strategy in order to create unique and
attractive content, as it is the only thing on social media platforms that attract the attention of the
customers, attractive content will leads business towards increasing their customer’s base.
Conclusion
From the above discussion it can be concluded that digital marketing is of the growing platform
to attract customers and make them aware of the product and services, it is also analysed that
with increasing use of internet among the customers, business organisations are effectively
moving towards use of digital meeting in order to interact with their customers directly. This
report is divided into two parts, the first part covers the detailed description about marketing,
marketing mix, digital marketing and social media marketing and also the importance of social
media marketing and digital marketing in contemporary business. The second part of the this
report covers the importance of social media content and why is it effective with examples and
models of digital marketing also the screenshot of effective campaigns are also presented in this
report.
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References
Books & Journals
Adolpho, C., 2019. Os 8 P's do Marketing Digital. Leya.
Backaler, J. and Shankman, P., 2018. Digital influence. Macmillan.
Berkowitz, E.N., 2021. Essentials of health care marketing. Jones & Bartlett Learning.
Das, A., 2018. Application of Digital Marketing for Life Success in Business. BPB Publications.
de Vicuña Ancín, J.M.S., 2021. El plan de marketing digital en la práctica. Esic editorial.
Emini, E. and Zekjiri, H.D., 2020. An empirical analysis of digital marketing impact on
consumer buying behaviour-the case of North Macedonia. International Journal of
Islamic Marketing and Branding, 5(4), pp.247-257.
Kartajaya, H., Setiawan, I. and Kotler, P., 2018. Marketing 4.0. Editorial Almuzara.
Pineida, F.O., 2020. Impact of aggressive online digital marketing on sales in the Latin American
and Caribbean regions. Global Journal of Business, Economics and Management: Current
Issues, 10(2), pp.91-99.
Sainz de Vicuña Ancín, J.M., 2020. El plan de marketing en la práctica. Esic Editorial.
Torres, C., 2018. A bíblia do marketing digital: tudo o que você queria saber sobre marketing e
publicidade na internet e não tinha a quem perguntar. Novatec Editora.
Wirth, N., 2018. Hello marketing, what can artificial intelligence help you with?. International
Journal of Market Research, 60(5), pp.435-438.
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