Social Media Marketing Strategies: Effectiveness & Utilization Report

This report examines the effectiveness and utilization of social media marketing strategies, focusing on examples from Digiorno and Spotify. It analyzes Digiorno's hashtag campaign #DeliveryDigiorno and Spotify's use of platforms like Instagram, Facebook, and Twitter to promote their brands and engage with customers. The report discusses how these strategies contribute to brand image, customer communication, and overall marketing effectiveness. While Digiorno's campaign offers short-term benefits like increased reach and search engine optimization, Spotify's long-term social media presence provides sustained engagement and brand promotion. The report concludes that consistent social media platform utilization is more effective than short-term campaigns for long-term organizational goals. Desklib offers this report along with numerous solved assignments for students.

PRACTICAL DIGITAL
MARKETING

TABLE OF CONTENT
1. INTRODUCTION
2. ACTIVITY 4
3. EXAMPLE 1
4. EXAMPLE 2
5. EFFECTIVENESS AND UTILIZATION OF SOCIAL MEDIA MEASURE
6. CONCLUSION
7. REFERENCES

INTRODUCTION
 Digital marketing include the delivery of message or advertising with use of digital
channels. like; Social media marketing, Email marketing, search engine optimisation,
websites and others.
 It is useful in expanding the reach, to share a message and to build the relationship with
customers.
 It covers the brief detail about the effectiveness of using or following the hashtag
campaign by Digiorno and the use of social media platforms by Spotify in order to
promote the brand.
 It also includes how they contribute to the respective organisations.

ACTIVITY 4
 Marketing is an important aspect with regard to every organization because with the aspect
of marketing the company make communication with their respective customers.
 Marketing mix is a combination of the various tactics including Price, Place, Promotion
and Product.
 With the consideration over these elements the company make marketing of the products
in terms of making interaction with their customers.
 Among this P’s, with the aspect of promotion the company make communication with their
customers regarding their products.

Example 1
 This can be justified with the example of social media which is one of the digital
marketing tactic that is being used by the Digiorno.
 As Digiorno use social media tactic with the use of twitter and tag #DeliveryDigiorno that
shows that if the customer will use this hashtag then they will get free pizza.
 It is used by company for raising the sales but it is also concerned with the communication
aspect
 This would be counted as one of the major communication technique.
 As communication is the base of promotion that without the existence of the adequate
communication with the customers the company can’t make promotion of the product.

CONT
 The campaign #DeliveryDigiorno also attract the follower, help in reaching the target
audience and in strengthen the brand image.
 The hashtag campaign by the company provided it with a number of benefits.
 Benefits include; boost the search engine optimisation, help to spread the message in large
area, and in becoming trendy among the other.
 The initiative to come up with the campaign of #DeliveryDigiorno by Digiorno is not only
to just increase the sell but the main reason behind it is to build a link of communication
with customers.

EXAMPLE 2
 This can also be justified with an example of Spotify that uses social media platform
including Instagram, Facebook and Twitter.
 As social media is one of the best mode of communication with its customers so with
the use of the social media and its platform.
 Spotify not only make promotion of its brand but at the same time also make
communication with its customers.
 Through social media platforms it actively listens or collect the users data and work
on them in order to improve its services.

CONT
 With the help of social media platform it allows it users to login the Spotify account with
their existing Facebook or Twitter accounts.
 Spotify is good at social media marketing as it focuses on recent social media trends, it
structures is flexible and always changing in nature.
 With the use of social media platforms it always trying to innovate the new techniques to
attract and communicate with more users.
 It offers the personalized experience based on user content to attract the new customers by
idea of free streaming music

CONT
 It would also not be wrong to state that digital media and the social media is itself an
important part of the marketing.
 Also social media includes various other platform including the Facebook, Instagram and
various others which enable the companies to make communication with the customers as
in the case of Spotify and Digiorno.
 These social media platform and online mode would not enable the company to make
promotion at low rate but at the same time also connect large number of customers through
which two-way communication would able to take place.

EFFECTIVENESS AND UTILIZATION
OF SOCIAL MEDIA MEASURE
 The effectiveness of any social media platform and campaign is easily measured in light of
several points.
 The use of twitter and tag by Digiorno is the marketing tactic which has reflected a great
result in terms of increasing it reaches and in creating a link for communication between
customers and company.
 While the other company Spotify used the social media platform to promote it brands as
well to communicate with its customers.
 The aim is to communicate with customers regarding the service.

CONT
 Both the tactics are effective but the hashtag campaign by Digiorno
is only effective for a certain time interval.
 And the use of social media platforms by Spotify will remain stable
as compared to hashtag campaign by Digiorno.
 The aim of using the social media platform by Spotify is to promote
the brand and to communicate with its users.
 Overall the use of social media platform is the more effective and
get better ranked as compared to hashtag campaign. The use of tool
which are for long period are more effective rather than coming up
with communication strategy for short time interval.

CONCLUSION
 Above report cover the discussion on hashtag campaign run by Digiorno and the use of
social media platforms by Spotify to promote the brand and to communicate with their
customers.
 With the above discussion it is concluded that the use of social media platforms are more
effective and serve the organisation in the best way for long time period.
 But the hashtag campaign by Digiorno is also effectively utilized and fulfilled the specific
aim for which it is run.
 It is less effective as compare to the use of social media platforms.

REFERENCES
 Aguiar, L. and Waldfogel, J., 2018. Platforms, promotion, and product discovery: Evidence from spotify
playlists (No. w24713). National Bureau of Economic Research.
 Baum, D., and et.al., 2019. The impact of social media campaigns on the success of new product
introductions. Journal of Retailing and Consumer Services. 50. pp.289-297.
 Hsu, C.K.J., 2018. The ‘borrowed interest’appeal: Brands riding the wave of popular events and memes
in the digital age. Journal of Brand Strategy. 7(3). pp.258-270.
 Leung, X.Y., and et.al., 2017. Social media marketing: a study on message strategy and its
effectiveness. Journal of Hospitality and Tourism Technology.
 Morehouse, J. and Saffer, A.J., 2018. Digital Strategy. The International Encyclopedia of Strategic
Communication. pp.1-7.
 PrakashYadav, G. and Rai, J., 2017. Social media usage: A review and a research outline. Global journal
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 Yamin, A.B., 2017. Impact of digital marketing as a tool of marketing communication: a behavioral
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