Assessment 1: Digital Marketing and Social Media Strategies Report

This report delves into the realm of digital and social media marketing, examining its significance in contemporary business practices. It begins with an exploration of fundamental marketing concepts, including the marketing mix, communication mix, and their relevance in today's business environment. The report then defines and explains digital marketing and social media marketing, highlighting their importance to modern businesses. Part 2 provides real-world examples of successful social media content, such as live videos and blog posts, and explains why they are effective. The report also includes a screenshot of Tesco's social media strategy as an example of an effective campaign. Finally, the report discusses the benefits of social media content, such as convenience, satisfaction, and loyalty. The report concludes by emphasizing the critical role of digital and social media marketing in reaching target customers and driving business success. It emphasizes how these strategies provide businesses with opportunities to engage with customers, build brand loyalty, and ultimately increase sales.

Assessment 1
The role of digital marketing and
social media marketing – theory and
examples
Contents
Introduction 1
Part 1 p-p
Explanation of marketing p
An explanation of what the marketing mix is and where the
communications mix fits p
An explanation digital marketing p
An explanation of social media marketing p
An explanation of why Digital marketing and social media marketing
are important to contemporary businesses p
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Part 2 p-p
Two examples of social media content that really work and
justification of why they work p
Screen shots of effective campaigns with reference to established
models and standards for digital marketing p
Why social media content is effective? p
Conclusion p
References p
Introduction
Marketing and modes of marketing are important elements of business or
company and without which a company can't survive in the competitive market.
Marketing provides a way to the company by which it can reach the target customer and
sale its products among the customers. This project will study about the concept of
marketing, marketing mix, communication mix along with the new trends of marketing
including digital marketing and social media marketing with their importance. This project
will also highlight the concept of social media content with its importance in the practical
approach.
Part 1
Explanation of marketing
[CIM definition of marketing and one other – Define and explain]
Marketing: It can be simply defined as that activity which involves the exchange of
goods or services among the producer and the consumer with a different motive
which means earning profit by the producer and gaining satisfaction by the
consumer. Marketing can be also be defined as that activity by which a company
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can sell its products or services to the customers so that it can achieve its objective
regarding sales maximization or earning of profits while customer can get
satisfaction by consuming that good or availing that service. A company can't run or
operates its business in the absence of marketing because every company
produces good or services to meet its customers but if sale would not be done then
company can't run its business which means marketing provides the mode to the
company by which they can sale their products to the customers (Haider, 2017).
Marketing can also be treated as a mode of communication to the companies
because with the helps of marketing and marketing modes or tools the company
would be able to interact with the customers and explains their product along with its
importance among the customers.
An explanation of what the marketing mix is and where the
communications mix fits
[Explain 4Ps marketing Mix. Explain communication mix. Link how communication
mix fits to marketing mix.]
Marketing mix: It includes different tools and techniques which company uses to
sale their product in the market or among the customers. Marketing mix basically
consist of four main elements:
Product: It refers to that good or product which is going to be sale by the company
in the market.
Price: it is one of the crucial element of marketing mix because consumer as well as
seller both are very conscious regarding price element which means a consumer will
pay only that much amount for the product which will satisfy his level of wants in the
same way company will also sale the product at that price where its cost of
operation is meet and profit will be earned (Išorait?, 2016).
Place: It includes both the place which means place of warehousing or place of
distribution means target market.
Promotion: Without promotion or advertisement company can never perform
marketing function or sale its products.
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Communication mix: It refers to all those tools or mediums which are used by
companies to communicate to their customers including the advertisement, social
media and many more (Genchev and Todorova, 2017).
However, marketing mix is not possible without communication mix which means
communication mix provides the mode by which marketing mix can be performed.
Communication mix is the base of marketing mix upon which whole marketing of
products depends.
An explanation of digital marketing
[Define digital marketing – two definitions and give examples.]
Digital marketing: It can be defined as that marketing which is done by digital
platform or through digital mode. It is one of the best mode of marketing nowadays
which not only save the time of the company but also save the cost of the company.
Through digital marketing the cost of marketing is reduced which is one of the
benefit for company which results in saving of money or increasing of profits. Digital
marketing enables the companies to sale their products through digital or online
modes under which customers can simply by doing a single click can order the
product of their choice of the company (Chaffey, 2019). Digital marketing provide a
better mode of communication to the companies by which companies can develop
close personal interaction and relation with the customers. With the help of digital
marketing companies can more improvise their sales proportions because digital
platform provides more flexibility and scope to the companies to sale their product in
more interesting and innovative way. There could be many modes by which
companies can perform digital marketing like amazon, eBay, and many more.
An explanation of social media marketing
[Define social media– two definitions and give examples.]
Social media marketing: As per the name suggest social media marketing is that
marketing which is done by the social media or with the help of social media. This is
one of the latest and trendy mode of marketing by companies. It is the best mode
which company can use to sale their products which not only lower down their cost
of marketing but also increase their sales proportions because social media and the
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use of social media is very common and trendy nowadays (Alves, Fernandes and
Raposo, 2016). In fact, it would be right to said that the customer nowadays can't live
without social media and if companies use that social media for marketing its
product then it will definitely achieve great success. In simple words the social media
marketing is that marketing under which companies can perform their marketing
function or sale their products to the customer through posting an advertisement or
posting a blog over social media. There could be many examples or modes of social
media marketing which may also includes Instagram or Facebook and many others
by which company can perform marketing and sale their products.
An explanation of why Digital marketing and social media marketing
are important to contemporary businesses
[Why social media marketing is important to contemporary business? Why digital
marketing is important to contemporary business?]
Nowadays social media marketing and digital marketing is very important and
effective mode of marketing to interact with the customers or to sale the products to
the customers. Due to globalization and digitalization the importance of digital and
social media marketing is doubled because customers wants and prefer to buy the
product through online mode instead of going to the market and buying the stuff
(Kannan, 2017). Both the forms of marketing have their own importance which means
as digital marketing provides digital platform to the companies to communicate with
the customers and sale their products to the customers while social media
marketing provides social platform and give the chance to closely monitor and
understands the needs of customers along with market demand, so that company
can produce the products accordingly which again leads to the increase in the sale
of the company (Duffett, 2017). Like companies, it is equally beneficial for customers
also because both the platform provides wider choice to the customer and create
more transparency in terms of prices to the consumers so that consumer can easily
take decision and buy the product of his choice.
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Part 2
Two examples of social media contents that really work and
justification of why they work
social media content:
Social media content is the process of sharing the ideas, views and
opinions to the target audience with the objective to increase the
business and to target the new customers. This can be done through
picture, videos, stories etc.
Examples of social media content are:
live videos:
Live videos are very much trending nowadays. Businesses are doing live
videos to attract the customers through their social media platforms.
According to the survey majority of the consumers will see live videos
rather reading the newspaper add (Mishra, 2019). This option is the great
option when launching any new products by the company. Company is
less time can cover large customer group. They can explain about their
products and also give demo how to use it and also revealing its price.
Company even provide link of buying in the live so that consumer can
easily buy the product. In live video there is an option where the viewer
can ask any questions. This will help the customer to solve their query
there itself. Live videos are the cost effective method of promotion which
require less efforts and time. Company can use face-book live, Instagram
live, twitter live. Live videos is the latest technology mostly used by
young generations. Live video provide the interaction facility in which two
parties can interact with each other. It also has the option of sharing
emoticon which makes live videos more interesting and innovative.
Blog posts:
A blog is a online journal where information are mentioned relating to a particular topic.
Most recent blog appear on top. It is the platforms where group of people share their views
and opinions on particular topic. Every company have blog nowadays, so they should
regularly share articles so that customer will not forget them (Kanuri, Chen and
Sridhar, 2018). With the help of blogs company can share the news, give advertisement
regarding job vacancy etc. there can be personal blogging or business blogging. Blogging
help the company website to come on top when someone google search about the
company. Blogging help to increase the customer base. Blogs help in getting the customer
leads. If the blogs are attractive then there are high chances that the website of the
company will reach to the target customers. Content plays a vital role in blogs. The content
of the blog should be influential. Content is the only thing which can attract the customer.
Blogging increase the credibility of the business.
Screen shot of effective campaign with reference to established
model and standard for digital marketing
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Illustration 1: Social media strategy by Tesco
Source: Brownshell, 2016
Tesco is doing advertisement for their products using social media
platform. Company now working on making the social media strategy, as
social media plays important role nowadays. Tesco is also very active on
social media platforms like Facebook, you tube etc. because it is the cost
effective method which takes less time and efforts. Company using social
media in launching the new products because it attracts large customer
base.
Why social media content is effective?
[Consumer in control, Convenience, Satisfaction, Loyalty, Reduced cost, Builds a
brand, Measurable]
Social media content has become the very important part of the business when
company do their promotions. Some factors showing the importance of social media
which are:
Convenience:
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Social media platforms are most convenience to use like the user do not have to go
anywhere. They just login into their account and by one click everything is available.
Using social media is also very easy (Aladwani, 2017). For using every option
easy steps are given.
Satisfaction:
By using social media or reading blogs a person will get the satisfaction because he
or she will get all the information which he or she is searching for. By reading blog a
person will come to know different views on the same subject which will increase the
knowledge of the reader.
Loyalty:
With the use of social media content company will increase the customer loyalty.
Customer will start trusting on the company, and they can even do publicity of the
company through word of mouth. Through social media company can easily listen
the query of the customer and can solve them in less time which increase the loyalty
of the customer.
Reduced costs:
Doing promotions on social media is the cost effective method while advertising on
TV and newspapers are the expensive method of promotion. Social media takes
less time and efforts when doing advertisement and it also attracts large customer
group.
Building brand:
Social media promotion helps in building the positive brand image of the company.
Company prefer buying from that company which increase the brand quality of that
company.
Measurable:
How much business company get by using social media is measurable. Through
reviewing the likes. Comments, queries etc. company can find out that how many
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people are interested in buying from them and customer who purchase online are
easily counted by the company.
Consumer in control:
Social media have such features through which company can create attractive adds
which make the customer to buy their products. Through that the company gain
control over the customer as a result that particular person become the regular
customer.
It is free:
It is almost free to make accounts on social media platforms and posting the
content. When starting initially there is no need to give anything but when you go far
then using some feature can be chargeable. Social media can charge small amount
for using some options.
Conclusion
From the above report it is concluded that marketing is very essential for the
business. Discussed marketing mix and communication mix in detail. Understanding
of digital marketing and social media marketing and what is the importance of both
in the business. Discussion of social media content with two examples which are line
videos and blog posts. Image of effective campaign and importance of social media
content. Social media establish customer loyalty, convenience to use, build positive
brand image etc.
References
Books and journals
Kanuri, V.K., Chen, Y. and Sridhar, S., 2018. Scheduling content on social media: Theory,
evidence, and application. Journal of Marketing. 82(6). pp.89-108.
Aladwani, A.M., 2017. Compatible quality of social media content: Conceptualization,
measurement, and affordances. International Journal of Information
Management. 37(6). pp.576-582.
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Mishra, A.S., 2019. Antecedents of consumers’ engagement with brand-related content on
social media. Marketing Intelligence & Planning.
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review
and implications. Psychology & Marketing.33(12). pp.1029-1038.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Duffett, R.G., 2017. Influence of social media marketing communications on young
consumers’ attitudes. Young Consumers.
Genchev, E. and Todorova, G., 2017. Sales Promotion Activities–Effective Tool of
Marketing Communication Mix. Available at SSRN 3089894.
Haider, and et.al., 2017. Marketing Management. Head, B, p.22.
Išorait?, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah.4(6). pp.25-37.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing.34(1). pp.22-45.
Online
Brownshell, A., 2016. Tesco overhauls YouTube presence in social strategy rethink.
[Online].Accessed through<https://www.campaignlive.co.uk/article/tesco-overhauls-
youtube-presence-social-strategy-rethink/1136897>
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