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BSc (Hons) Business Management with Foundation  BMP3006 Practical Digital Marketing Assessment 1 The role of digital marketing and social media marketing – theory and examples Submitted by: Name: Vasile Claudiu Donco ID:2019114 Table of Contents Introduction.. 3 Part 1. 4 Marketing – A Definition. 4 Marketing mix and communication mix. 4 Digital Marketing- The Concept 6 SMM (Social media marketing)– An introduction. 6 Importance of digital marketing and SMM.. 6 PART 2. 7 Social Media contents. 7 Social media campaigns. 9 SM content is actual for the organizations. 10 Conclusion. 12 References. 13 Introduction The report is based on social and digital media marketing (DMM). Digital marketing (DM) is the broader concept that includes social media marketing (SMM). In DM, the organizations will promote the product through various platforms like advertising, social media, direct marketing, email writing, content writing, and so on. With the of social media marketing, the company is only posting pictures and information about the products on various social platforms like Instagram, LinkedIn, Facebook and Twitter. In this report, a detailed description of SMM and DM will be given for a better understanding of how these platforms can help businesses in earning profits more. further, in this report, a detailed description of SMM will be given with the help of examples. Part 1 Marketing – A Definition Marketing refers to the process of various activities like the advancement of the goods and facilities by the organization to attract the customers towards the brand of the company. Marketing comprises selling, distribution, advertising, and delivering the products to the customers (Bala and Verma, 2018). Marketing shows asignificantcharacter in building the good reputation of the company in the minds of the customers. The major role of the organization through marketing is to promote the products and attract the customers while giving them the products according to their needs and wants. Marketing has a series of steps that allow the organizations to identify the potential customers and their problems. After that, the organization will analyze the problems of the customers and produces the products according to the customer’s needs to satisfy their wants and desires. Marketing mix and communication mix Marketing mix refers to the process or set of actions that are used by the organization for promoting the brand or the product in the market. A marketing mix helps the organization to sell the products and services to the customers. 7 elements in marketing have been using by the organization to promote the product and services. These include: Product is the most important decision of the organization by which they are attracting customers towards the use of the product by the final consumers (Išoraitė 2016).Pricing shows animportantpart in increasing the sales of the product. This is regarding the amount of money that a customer pays for using the product. The pricing of the product reflects the positioning of the product in the market. It also refers to the point of sale.Place refers to the process by which the organization will choose the right distribution channel according to the nature of the product to reach its final consumers.Promotion: Promotion refers to the activities by which an organization promotes the products of the company to build an effective brand image in the minds of the customers. The companies are using various promotional strategies which include advertising, direct selling, word of mouth, social media marketing, and so on.People play an important part in the process of marketing because they are the only ones who are helping the organization to reach out the products to the final consumers.Process refers to the delivery of the goods and facilities to the final customers. Certain activities need to be taken in the step while delivering the products to the final consumers which includes the planning related to selling the product to the customers.Physical evidence is always required by the customers for a better experience from the company’s product. The communicationmix is also important along with the marketing mix that is used by the organizations. With the help of this tool, the organization communicates with the customers and asks them about their needs and wants from the company. There are 4Cs of communication mix which involves Customers, Cost, Communication, and Convenience (Key and Czaplewski, 2017). These 4Cs helps the organization to connect with the clients through the marketing mix. The communication mix and marketing mix both are very useful for the organization in the promotion of the products to the customers. Digital Marketing- The Concept Digital marketing is very popular nowadays in the organization for promoting the product. All the organization put their efforts to promote their business by using digital marketing platforms which include SMM, content marketing, electronic mail marketing, and so on (Felix,Rauschnabel and Hinsch, 2017). In simple words, digital marketing is the use of the internet by companies to sell their products to the customers or to make them aware the customers that their brand exists in the market. Digital marketing is a type of strategy that is used by the companies while setting the objectives to meet the targets of the company so that the company will achieve the heights in the business as compared to their competitors. SMM (Social media marketing)– An introduction SMM means that the organization has been using community media platforms to influence new and existing customers. Nowadays, social media marketing is very popular among organizations because more than half of the population are using social media for entertainment and business purposes also. Social media marketing helps the organization in connecting with the customers while building strong relationships with them and make them loyal towards the use of the company’s product. Social media marketing helps the company in increasing sales and also increase the traffic on the websites (Kingsnorth 2019). For example, all the companies have their page on Facebook through which they have been posting new products with offers and discounts Importance of digital marketing and SMM SMM is one of thevitalfeatures to attract customers towards the use of the products. While going on to the social media advertising, the organization can earn more profits because social media marketing is less expensive as compared to the other promotional marketing strategies.SMM is the part of DM. It means that digital marketing is a broader concept and social media marketing is a narrow concept. If the organization is successfully making use of digital marketing, then it means that they are also using SMM. The DM and SMM is important for the contemporary business because it makes easier for them to promote the new product in the market and helps them to make aware to the customers about the product (Mehmet, Roberts and Nayeem, 2020). The organizations will also know about their competitors’ strategy for attracting the customers towards the use of the product by the clients.With the help of digital and SMM, the organization will get to know about the buying behavior of the customers by knowing the traffic of the customers on the websites. If the product is successfully launched into the market and is liked by the customers, then according to the positive reviews of the customers more customers will be encouraged for purchasing the product. PART 2 Social Media contents SM content is a kind of content that is created by organizations and individuals to build the network through the various social media platforms. With the help of creating the content on social media, an organization can interact directly with the customers which will help them in knowing about the views and satisfaction level of the customers. Content writing is very popular in organizations to attract customers towards the use of the product by creating innovative content about the product of the company (Alalwan et al, 2017). The two examples of SM content that works in increasing the sale of the organization are as follows: 1st Example: Figure 1: Social media content example of Rolex Source: (Rolexpassionreport, 2021) The above image shows the page of Rolex on Instagram which was created to attract customers or to read them about the features and benefits of the watch. This shows that the Rolex company creates social media content to attract customers towards the purchasing of the products. All the types of watches have been posted by the company so that the customers can review themselves with the price. The company has been using the main points for creating content on social media that attract customers more. The company has to get the benefits for creating the content on social media which include the increase in profits while making loyal customers. 2nd Example Figure 2: Example of Social media content Source: (Jaehnig, 2016) The above example of Ferrari shows that the company has been using social media content for the promotion of the products so that the customers will attract to the brand of the company (Hu,Wongsuphasawat and Stasko, 2016). This post on the social media platform shows that the company has been launched the magazine which has been promoted through social media so that more and more customers will know about the magazine of the company. This social media content marketing helps the company in increasing the sales in the business. Social media campaigns Social media campaigns are related to the various activities which are performed by the organizations for achieving the goals effectively to increase profits. For example, Ferrari has introduced a campaign which is for attracting customers by offering some discounts to them. Figure 3: Social media campaign screenshot Source: (Digit agency, 2016) The above screenshot of Ferrari shows the digital marketing content to attract customers. This content has been created by the company for increasing sales of the company. SM content is actual for the organizations SM content is very real for organizations because with the help of this content organizations make aware to the customers about the features and benefits of the product (Rathore, Ilavarasan and Dwivedi, 2016).Social media content is very effective as nowadays almost everyone is using the social media platform either for communication or for purchasing the product. Through the social media content, the company is also able to make good connections with the customers which makes them loyal to the brand of the company. While using the social media content the company shows many benefits to the organization which is as follows: With the help of SM content, the organization can effectively attract customers by creating attractive content on the social media of a particular product that is readily used by the customers. The company is creating innovative content on the social media page of the organization which attracts the customers towards the purchasing of the product.Social media content is an effective process for the organization to increase the sales of the company because the company shows good visuals to the customers that attract the customers more. Visuals are the main part of social media that fascinates the customers to purchase the product.An organization also created creative content on their official page on social media. This creative content makes the customers attentive regarding the use of the product at least once so that they can experience the benefits of a particular product (Kanuri, Chen and Sridhar, 2018).SM content shows an vital role in achieving heights in the business because with social media content the company is inspiring the customers to purchase the product. Conclusion It has concluded that SM and DM play a very important role in increasing the sales of the company. It has been identified that the several social media platform has been using by the organizations like Facebook and Instagram for promoting the product so that more and more customers will attract towards them. It has also been identified that the organization has been using the marketing mix for introducing or selling the product to the customers in which the organization has been using the communication mix to interact with customers. It has also been analyzed that the social media content is very effective for the organization as it attracts the customers towards the purchasing of the product. References Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), pp.1177-1190. Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339. Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, pp.118-126. Hu, M., Wongsuphasawat, K. and Stasko, J., 2016. Visualizing social media content with sententree. IEEE transactions on visualization and computer graphics, 23(1), pp.621-630. Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research-Granthaalayah, 4(6), pp.25-37. Jaehnig, K., 2016. Building A Luxury Brand Online: Ferrari’s Success and Failure. [online] Idea Girl Media. Available at: [Accessed 12 February 2021]. 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. Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), pp.325-333. Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. 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. Rathore, A.K., Ilavarasan, P.V. and Dwivedi, Y.K., 2016. Social media content and product co-creation: an emerging paradigm. Journal of Enterprise Information Management. Rolexpassionreport.com. 2021. Instagram Impact on Watch Collectors and Dealers – Rolex Passion Report. [online] Available at: [Accessed 11 February 2021]. BSc (Hons) Business Management with Foundation  BMP3006 Practical Digital Marketing Assessment 1 The role of digital marketing and social media marketing – theory and examples Submitted by: Name: Vasile Claudiu Donco ID:2019114 Table of Contents Introduction.. 3 Part 1. 4 Marketing – A Definition. 4 Marketing mix and communication mix. 4 Digital Marketing- The Concept 6 SMM (Social media marketing)– An introduction. 6 Importance of digital marketing and SMM.. 6 PART 2. 7 Social Media contents. 7 Social media campaigns. 9 SM content is actual for the organizations. 10 Conclusion. 12 References. 13 Introduction The report is based on social and digital media marketing (DMM). Digital marketing (DM) is the broader concept that includes social media marketing (SMM). In DM, the organizations will promote the product through various platforms like advertising, social media, direct marketing, email writing, content writing, and so on. With the of social media marketing, the company is only posting pictures and information about the products on various social platforms like Instagram, LinkedIn, Facebook and Twitter. In this report, a detailed description of SMM and DM will be given for a better understanding of how these platforms can help businesses in earning profits more. further, in this report, a detailed description of SMM will be given with the help of examples. Part 1 Marketing – A Definition Marketing refers to the process of various activities like the advancement of the goods and facilities by the organization to attract the customers towards the brand of the company. Marketing comprises selling, distribution, advertising, and delivering the products to the customers (Bala and Verma, 2018). Marketing shows asignificantcharacter in building the good reputation of the company in the minds of the customers. The major role of the organization through marketing is to promote the products and attract the customers while giving them the products according to their needs and wants. Marketing has a series of steps that allow the organizations to identify the potential customers and their problems. After that, the organization will analyze the problems of the customers and produces the products according to the customer’s needs to satisfy their wants and desires. Marketing mix and communication mix Marketing mix refers to the process or set of actions that are used by the organization for promoting the brand or the product in the market. A marketing mix helps the organization to sell the products and services to the customers. 7 elements in marketing have been using by the organization to promote the product and services. These include: Product is the most important decision of the organization by which they are attracting customers towards the use of the product by the final consumers (Išoraitė 2016).Pricing shows animportantpart in increasing the sales of the product. This is regarding the amount of money that a customer pays for using the product. The pricing of the product reflects the positioning of the product in the market. It also refers to the point of sale.Place refers to the process by which the organization will choose the right distribution channel according to the nature of the product to reach its final consumers.Promotion: Promotion refers to the activities by which an organization promotes the products of the company to build an effective brand image in the minds of the customers. The companies are using various promotional strategies which include advertising, direct selling, word of mouth, social media marketing, and so on.People play an important part in the process of marketing because they are the only ones who are helping the organization to reach out the products to the final consumers.Process refers to the delivery of the goods and facilities to the final customers. Certain activities need to be taken in the step while delivering the products to the final consumers which includes the planning related to selling the product to the customers.Physical evidence is always required by the customers for a better experience from the company’s product. The communicationmix is also important along with the marketing mix that is used by the organizations. With the help of this tool, the organization communicates with the customers and asks them about their needs and wants from the company. There are 4Cs of communication mix which involves Customers, Cost, Communication, and Convenience (Key and Czaplewski, 2017). These 4Cs helps the organization to connect with the clients through the marketing mix. The communication mix and marketing mix both are very useful for the organization in the promotion of the products to the customers. Digital Marketing- The Concept Digital marketing is very popular nowadays in the organization for promoting the product. All the organization put their efforts to promote their business by using digital marketing platforms which include SMM, content marketing, electronic mail marketing, and so on (Felix,Rauschnabel and Hinsch, 2017). In simple words, digital marketing is the use of the internet by companies to sell their products to the customers or to make them aware the customers that their brand exists in the market. Digital marketing is a type of strategy that is used by the companies while setting the objectives to meet the targets of the company so that the company will achieve the heights in the business as compared to their competitors. SMM (Social media marketing)– An introduction SMM means that the organization has been using community media platforms to influence new and existing customers. Nowadays, social media marketing is very popular among organizations because more than half of the population are using social media for entertainment and business purposes also. Social media marketing helps the organization in connecting with the customers while building strong relationships with them and make them loyal towards the use of the company’s product. Social media marketing helps the company in increasing sales and also increase the traffic on the websites (Kingsnorth 2019). For example, all the companies have their page on Facebook through which they have been posting new products with offers and discounts Importance of digital marketing and SMM SMM is one of thevitalfeatures to attract customers towards the use of the products. While going on to the social media advertising, the organization can earn more profits because social media marketing is less expensive as compared to the other promotional marketing strategies.SMM is the part of DM. It means that digital marketing is a broader concept and social media marketing is a narrow concept. If the organization is successfully making use of digital marketing, then it means that they are also using SMM. The DM and SMM is important for the contemporary business because it makes easier for them to promote the new product in the market and helps them to make aware to the customers about the product (Mehmet, Roberts and Nayeem, 2020). The organizations will also know about their competitors’ strategy for attracting the customers towards the use of the product by the clients.With the help of digital and SMM, the organization will get to know about the buying behavior of the customers by knowing the traffic of the customers on the websites. If the product is successfully launched into the market and is liked by the customers, then according to the positive reviews of the customers more customers will be encouraged for purchasing the product. PART 2 Social Media contents SM content is a kind of content that is created by organizations and individuals to build the network through the various social media platforms. With the help of creating the content on social media, an organization can interact directly with the customers which will help them in knowing about the views and satisfaction level of the customers. Content writing is very popular in organizations to attract customers towards the use of the product by creating innovative content about the product of the company (Alalwan et al, 2017). The two examples of SM content that works in increasing the sale of the organization are as follows: 1st Example: Figure 1: Social media content example of Rolex Source: (Rolexpassionreport, 2021) The above image shows the page of Rolex on Instagram which was created to attract customers or to read them about the features and benefits of the watch. This shows that the Rolex company creates social media content to attract customers towards the purchasing of the products. All the types of watches have been posted by the company so that the customers can review themselves with the price. The company has been using the main points for creating content on social media that attract customers more. The company has to get the benefits for creating the content on social media which include the increase in profits while making loyal customers. 2nd Example Figure 2: Example of Social media content Source: (Jaehnig, 2016) The above example of Ferrari shows that the company has been using social media content for the promotion of the products so that the customers will attract to the brand of the company (Hu,Wongsuphasawat and Stasko, 2016). This post on the social media platform shows that the company has been launched the magazine which has been promoted through social media so that more and more customers will know about the magazine of the company. This social media content marketing helps the company in increasing the sales in the business. Social media campaigns Social media campaigns are related to the various activities which are performed by the organizations for achieving the goals effectively to increase profits. For example, Ferrari has introduced a campaign which is for attracting customers by offering some discounts to them. Figure 3: Social media campaign screenshot Source: (Digit agency, 2016) The above screenshot of Ferrari shows the digital marketing content to attract customers. This content has been created by the company for increasing sales of the company. SM content is actual for the organizations SM content is very real for organizations because with the help of this content organizations make aware to the customers about the features and benefits of the product (Rathore, Ilavarasan and Dwivedi, 2016).Social media content is very effective as nowadays almost everyone is using the social media platform either for communication or for purchasing the product. Through the social media content, the company is also able to make good connections with the customers which makes them loyal to the brand of the company. While using the social media content the company shows many benefits to the organization which is as follows: With the help of SM content, the organization can effectively attract customers by creating attractive content on the social media of a particular product that is readily used by the customers. The company is creating innovative content on the social media page of the organization which attracts the customers towards the purchasing of the product.Social media content is an effective process for the organization to increase the sales of the company because the company shows good visuals to the customers that attract the customers more. Visuals are the main part of social media that fascinates the customers to purchase the product.An organization also created creative content on their official page on social media. This creative content makes the customers attentive regarding the use of the product at least once so that they can experience the benefits of a particular product (Kanuri, Chen and Sridhar, 2018).SM content shows an vital role in achieving heights in the business because with social media content the company is inspiring the customers to purchase the product. Conclusion It has concluded that SM and DM play a very important role in increasing the sales of the company. It has been identified that the several social media platform has been using by the organizations like Facebook and Instagram for promoting the product so that more and more customers will attract towards them. It has also been identified that the organization has been using the marketing mix for introducing or selling the product to the customers in which the organization has been using the communication mix to interact with customers. It has also been analyzed that the social media content is very effective for the organization as it attracts the customers towards the purchasing of the product. References Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), pp.1177-1190. Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339. Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, pp.118-126. Hu, M., Wongsuphasawat, K. and Stasko, J., 2016. Visualizing social media content with sententree. IEEE transactions on visualization and computer graphics, 23(1), pp.621-630. Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research-Granthaalayah, 4(6), pp.25-37. Jaehnig, K., 2016. Building A Luxury Brand Online: Ferrari’s Success and Failure. [online] Idea Girl Media. Available at: [Accessed 12 February 2021]. 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. Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), pp.325-333. Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. 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. Rathore, A.K., Ilavarasan, P.V. and Dwivedi, Y.K., 2016. Social media content and product co-creation: an emerging paradigm. Journal of Enterprise Information Management. Rolexpassionreport.com. 2021. Instagram Impact on Watch Collectors and Dealers – Rolex Passion Report. [online] Available at: [Accessed 11 February 2021].

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