Comprehensive Report on Digital and Social Media Marketing Strategies

This report comprehensively examines the roles and importance of digital and social media marketing in contemporary businesses. It begins by defining key marketing terms, including the marketing mix (price, product, promotion, and place), digital marketing, and social media marketing. The report then delves into the significance of these marketing approaches, highlighting their cost-effectiveness, ability to enhance brand loyalty, and their role in driving website traffic and customer engagement. Task 2 provides examples of effective social media content, such as videos and blog posts, and explains their impact on brand promotion and audience engagement. The report concludes by presenting models and standards of digital marketing, including the 6C's of customer motivation (contact, connect, conversation, consideration, consumption, community) and the RACE planning framework (reach, act, convert, engage), emphasizing the importance of social media content in attracting customers, improving search engine rankings, and building brand loyalty. The report underscores the crucial role of digital and social media marketing in driving business growth and success.

The role of digital
marketing and social
media marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2 ......................................................................................................................................5
CONCLUSION ..............................................................................................................................9
REFRENCES ................................................................................................................................10
Books and Journal ....................................................................................................................10

INTRODUCTION
Digital marketing advert to the process or concept of advertising by the use of digital
channels and platforms like social media, email, mobile applications, websites. Digital marketing
applied or used these kinds of social media platforms. Digital marketing is the concept or
framework through which any organisation support services, trade mark, services and many
more. Social media marketing applied social medial platforms and application to upgrade a
services and products(Chen, H., 2018). Social media platform is much strong and powerful way
for any organisation to accomplish their goals and attract much customer base.
TASK 1
Explain what marketing is:
Marketing is the term which advert to the function and action which is acquired by the
company to upgrade and promote the products and the activity of selling and buying goods,
services. Marketing is the activity or promotion of the any organisation services, products to a
pointed customers or audience. For example marketing term involve activities like television
mercantile, billboards in the roads and some advertising on magazines. There are so many
organisation that used marketing strategies and programmes in order to grab more customer base
towards the company and in order to promote their products and services. There are mainly three
purpose and aim of marketing and that is catch the attention of the pointed market. Induce a
customer to buy a goods. And the last aim or purpose is cater the consumers with a particular or
less uncertainty action and functions that is much easy or simple to acquired(Jackson and Ahuja,
2016).
Explain what the marketing mix is and where the communications mix fits:
The term marketing mix is advert to the group of activities or plan of action , which any
organisation uses or applied to upgrade and boost their brand, services and goods in the
marketplace. There are mainly 4ps that make veritable marketing mix and that is : price,
products, promotion and place.
 Pricing:- pricing strategy is based on few hypothesis of the several consumers that
amended quality goods is available at very high price or value. For example Starbucks
company follow the high pricing Strategy because this organisation supply very amended
quality products.

 Products:- product is very important and major component for the company. It is very
required for the company to maintain the quality of the product and services and much
essential to meet with demands and desires of the customers. For example the company
Starbucks vision is generally relies on the assumption and perception of the customers
needs of amended quality of the products like coffee and tea. The company caters high
and much amended quality of goods and services.
 Promotion: promotion term advert to the activities of advertising, marketing and
techniques of sales. The strategies of promotion help the company to upgrade the services
and products of the company. There are several kind of strategies which is followed by
the respective company in order to upgrade and enlarge their business reputation and
popularity in the market.
 Place: The term place refers or indicate that where a company select to provide and
dispense their goods and services. This advert to the particular place or location where
any company or business resides has to be very proper and suitable for the brand and
much available and accessible for the consumers.
Explain what digital marketing is :
Digital marketing is the term which refers to the use of the network or internet to reach
with their audience and customers. Digital marketing is the very wide or huge sector and very
effective platform to attract the customer towards the product and towards the company by the
use of social media platforms, by email, content marketing and many more. Digital marketing
generally means that a marketing and advertising of the business for their brand, goods, services
by using internet platforms and electronic devises. There are mainly three kind of digital media
and which is: owned media, paid media, earned media(Lacka and Chong, 2016).
Paid media: this is much popular type of digital marketing. This media include the marketing
platforms and channels like brand invests in to acquired an huge consumer. There are few
examples of paid media podcast ads, social media advertisement and many more.
Owned media: This type of digital marketing refers to the what the brand owns and how it
controls them. There are few examples of owned media and which is email marketing, blogs,
social media and many more.

Earned media: Earned media is the term that advert to anything whether its content or mention,
which gets from further company or brand to give advantages. Examples of earned media is
reviews, free media publicity and many more.
Explain what social media marketing is :
Social media marketing activity use few platforms in order to promote their activities,
brand, services and product. The platforms which are used by the social media marketing is
social media websites, applications, social media networks. Social media marketing helps the
organisation to provide a method or way to reach with more customers and make them aware
about their new innovations, products and services and also support their desired mission, tone
and culture. There are few types of social media platforms and which is social networking,
Facebook, twitter, Instagram and many more.
Explain why digital marketing and social media marketing are all important to
contemporary businesses.
Social media platform is become much essential and effective prospect of digital
marketing that cater several advantages by reaching wide and numerous consumers globally.
These platform help the company to interact and communicate with the consumers directly and
also support the company to make more awareness of brand and to promote and boost their sales
and leads. There are few reasons that show the importance of social and digital marketing in the
business. These platforms help the company to engage more and more consumers towards the
company(Kawaf and Istanbulluoglu, 2019). This is very cost effective strategies and also
improve and enhance the brand loyalty . There are one of the major advantage of digital
marketing and social media is that it support he company to boost he traffic on the website and to
attract the more customer base towards the organisation.
TASK 2
Present two examples of social media contents that really works and justify why:
Now a days social media or digital media is highly used in content creation and
organisational promotion or brand promotion. The content trend which is followed by the social
media is highly influencer to young and middle age people. Social media content help the
company to represent their new innovation of their products, services and many more. This also
help the company to make more consciousness about their products and services into the

audience. There are several platforms that influenced the social media contents like, live videos,
company news, market data, blogs, articles and some more(angan, Cowley and Nguyen, 2019).
There are few examples of social media contents that influenced the company as well as
consumers and that are mentioned below:
Videos: digital videos content is highly used by top class celebrity for brand promotion of
the brand they are endorsed with. For example Dwayne Johnson is endorsing with Under
Armour. This also help the company to make more social awareness. Video content is much
easier to retain as compared to print media and digital images.
Blogs posts: Blog posts help in sharing the news of the company, about the new
opportunities and job postings and also about the developments of industries. This is very
diversified in nature which cover many fields like travelling, fashion, content reviewing and
many more. This also help the new companies to represent them in front of audience or
customers(Song and Yoo, 2016).
These platform and contents helps the company to promote themselves and enlarge their
business. This also help the company to get response of the consumers and build consumer
loyalty towards the company and also raise the market reach of the company by involving
multinational market.
Models and standards of digital marketing:

6C's of a customer motivation: This model is amended way or method to modify the thinking
and change the language and way of talking which is used by the company to communicate with
the customer. There are six important stages that measure the marketing contribution towards the
consumers motivation.
Contact: it is very required for the company to make contact with the consumers and know and
demonstrate about their interest and wants. Generating good contact means a company required
more actual and appropriate information about the customers. Starbucks company making a good
contact with the consumers in order to know about their customer needs and requirement.
Connect: There are some difference among the contact and connect. A term contact is an normal
sign or normal way like hello but building a connection is a different things in connection the
company or the consumers want to know deeply and much better. The company Starbucks
maintaining a good connection with the consumers in order to build good connection.
Conversation: conversation mean knowing the needs and desires of the customer. Getting
feedbacks from the consumers so it is much required to have a communication and good
conversation with consumers.
Consideration: Consideration refers to consider their requirement and needs and working on
them. Consideration means the company care about their consumers and about their needs and
requirement so after having a conversation and knowing about their requirement, Starbucks take
this step to work on their desires(Mehmet, Roberts and Nayeem, 2020).
Consumption: consumption help the company to evaluate the entire conversion rate, cost, time
and many more. In this stage the customer consume the services of the company and it create
opportunities for the company to increase their productivity and attract the consumers.
Community: This phase or stage is much important for the company to create effective and loyal
community of the consumers. The company Starbucks follows several way to construct and build
the community by using few platforms Facebook, linked in, Instagram and other social platforms
and networks to engage and involve the consumers towards the company.
Race Planning:
Race planning model or framework include 4 levels or steps that help the company to
involve and engage their consumers throughout the cycle of the consumers. The race planning
stand for Reach, Act, convert, engage. The company is working on these four aspect in order to
reach with their consumers and by using digital media or social media marketing they generating

leads and attract the consumer towards the company. The another step helps them to convert the
consumer into permanent and loyal customer and make them loyal towards the company. The
last level is to engage the customer towards the company into their activities and functions.
Social media content
Social media content is a very important and much effective part in order to attract the
customer and create huge customer base(Saura, 2020). This platform and strategies help the
company to perform better and much effectively with more appropriate ways and modes.
Effective social media increase the brand awareness and help the company to involve and engage
the more consumers towards the organisation. Social medial content increase and improved
search engine rankings. This process and platform is very and much cost effective process and
also build and improve brand loyalty. This also increase the consumer loyalty towards the
company and the customer satisfaction(Miklosik, Kuchta and Evans, 2019). This help the
company to reach with consumers and make them comfortable and meet with their needs and
desires. So social media content is a very effective strategy or programmes to increase the
productivity and profitability of the company and also help the company to increase their
popularity.
CONCLUSION
From the above mentioned report it has been concluded that digital marketing and social
media marketing plays an important role towards the company growth and success. They both
are very effective and much required to attract the consumers and create more customer base for
the company. This platform helps the company to make more brand awareness and to meet with
consumer desires and accomplish the goals and objectives of the company.

REFRENCES
Books and Journal
Chen, H., 2018. College-aged young consumers' perceptions of social media marketing: The
story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), pp.22-
36.
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Lacka, E. and Chong, A., 2016. Usability perspective on social media sites' adoption in the B2B
context. Industrial Marketing Management, 54, pp.80-91.
Kawaf, F. and Istanbulluoglu, D., 2019. Online fashion shopping paradox: The role of customer
reviews and facebook marketing. Journal of Retailing and Consumer Services, 48,
pp.144-153.
Langan, R., Cowley, S. and Nguyen, C., 2019. The state of digital marketing in academia: An
examination of marketing curriculum’s response to digital disruption. Journal of
Marketing Education, 41(1), pp.32-46.
Mehmet, M., Roberts, R. and Nayeem, T., 2020. Using digital and social media for health
promotion: A social marketing approach for addressing co‐morbid physical and mental
health. Australian Journal of Rural Health, 28(2), pp.149-158.
Miklosik, A., Kuchta, M., Evans, N. and Zak, S., 2019. Towards the adoption of machine
learning-based analytical tools in digital marketing. IEEE Access, 7, pp.85705-85718.
Saura, J.R., 2020. Using Data Sciences in Digital Marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.
Song, S. and Yoo, M., 2016. The role of social media during the pre-purchasing stage.