BMP3006 Practical Digital Marketing

BMP3006

Practical Digital Marketing

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List of Figures

Part-1

Marketing

Marketing is defined as a set of activities that are undertaken by a company to promote buying as well as selling some products or services which are produced by them. This includes several activities like selling, advertising as well as delivering the product to users or other business partners who could sell them. Marketing could simply be associated as a discipline that involves all actions which could be taken by the company to connect with customers while maintaining a relationship with them. Networking which is done with the users who are associated as potential or past clients is associated to be part of work only which could include the writing of emails, returning to calls, emails while meeting clients over meals. On a basic level marketing is observed to match the products of the company as well as services of customers which are required to be accessed for products. Matching of products to consumers could lead to ensuring profitability more easily (Deepak and Jeyakumar, 2019).

Marketing mix and communication mix

Marketing is defined as the broad business function which includes researching for a product, its research as well as its development and distribution. This could also include communicating as well as promoting it regularly. Communication mix can be associated as the one which contains specific methods that could lead to promoting the company as well as its products to customers who are being targeted.

Digital Marketing

Digital marketing is defined as the use of the internet, mobile devices as well as social media, and other channels that could lead to reaching consumers more easily. Marketing experts are the one who associates it as a new way to approach consumers to find it an effective strategy that could easily be used to reach customers rather than traditional marketing strategies which were followed earlier. It could also be associated with the advertising which is delivered using digital channels like a search engine, social media, and mobile apps as well as others. Usage of these online media channels digital marketing is defined to be a method that could lead the company to endorse goods, services as well as brands (Appel, et.al, 2020).

Social media marketing

Social media marketing is known as the way that could use social media-based platforms to connect to the audience which could lead to build a brand, lead in an increment of sales as well as drive the traffic of the website. This includes publishing eye-catching content on social media handles, listen as well as engage followers of the company, analyze results while run advertisements on social media. The major platforms that could be associated with marketing purposes include Facebook, LinkedIn, YouTube, Snap Chat, and others.

Digital marketing and social media marketing are all important to contemporary businesses.

Social media marketing, as well as digital marketing, have proved to be crucial for marketing on a digital platform which could lead to providing several benefits to reach millions of customers over the world. It has helped to connect with several customers at the same time while increasing awareness of the brand while boost up leads as well as sales. Social media marketing is associated to boost leads as well as sales due to the following reasons:

• Cost-Effective:

There is a barrier of people who could perform social media marketing even when they are addressed to invest huge cost. It is defined to be a possible way that can be used to advertising strategy. There is an option for people to create their profile while sign-up for free on any platform of social networking. As it is known to be cost-effective it could help to accomplish a great return for the investments while helping to hold a large budget for marketing as well as business-related payments.

• Engagement of customers:

The best reason that is associated with the business to get marketed is by using a social media platform which is the platform on which customers are observed to be spending most of their time. It is known as a good way that could be used to engage as well as interact with customers on a personal level. By usage of marketing research strategies, it could determine social networks that are most used by the target audience. Also after communication as well as engagement with the customers their attention could be gathered while the message of the brand can easily be conveyed. So, it is regarded as the best method that can be used to reach more audiences on a real-time basis while getting the brand established in the market easily (Mothersbaugh, et.al, 2019).

• Improvement in the loyalty of brand:

The presence of the brand on social media makes it easier for customers to find the brand while communicating through it more easily. This helps in the retention of the customer while increases the loyalty of customers. As the development of the customer base is associated to be a key goal in business, so it is regarded that social media usage must be a key role played by marketers. Also, it is known that the loyalty of the brand, as well as the satisfaction of customers, must be done simultaneously. It is not just a way that could lead to introducing to the product but it could also be used for campaigns to perform promotions.

• Increment in traffic:

A major benefit associated with social media is regarded as it leads to helping to increase the traffic on the website. By sharing content related to the company on social media company leads to provide users to click on the social account while increasing the conversion opportunities.

• Enhancement in SEO rankings:

To calculate rankings, the presence of social media is associated with becoming an essential factor. The algorithm which could lead to secure a successful ranking is required to be kept evolving regularly. It is regarded to be optimizing the websites as well as update the company information regularly. The presence of the brand on social media leads to help in searching brand in a better way while making it more credible, trustworthy as well as valuable.

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Part-2

Two examples of social media contents (working and justification)

Starbucks

Starbucks Corporation which is also known as Starbucks Coffee Company has grown its operations on a multinational level by using some of the generic strategies which highlight the specialty associated with products used by it. The generic competitive strategy which is made is observed to be focusing on setting up a coffee business that is apart from the competitors present.

Instagram page of Starbucks

Figure 1 Instagram Page of Starbucks

Facebook page of Starbucks

Figure 2 Facebook Page of Starbucks

The campaign of Starbucks includes:

Porters Model: The Company is observed to use a broad differentiation generic strategy for competitive advantages. This strategy includes making business as well as products different from other firms of the coffee house. This regards its high quality as well as unique nature of products.

Intensive growth strategies: The company mainly focuses on intensive growth by expanding the presence in the international market while offering products of high quality as well as value. The company adjusts this intensive growth and make emphasis on each strategy while depending on the current condition in the market.

LIDL

LIDl is a Germany-based supermarket chain that operates in several; stores across the world.

Figure 3 LIDL logo.

The campaign of LIDL includes:

• Segmentation: LIDL has a segmented market that uses psychographic segmentation based strategy. It targets the customers who are sensitive to price and have a limited budget to shop

• Target: This strategy used by the company is known as an undifferentiated target-based strategy that could capture the market globally. It uses a Low pricing strategy which could be used in a global way to attract several customers.

• Positioning: This strategy led the company to keep the prices low as possible. It needs demand to be stable. A positioning strategy lays an impact on the success of the company

Effective campaigns and Established models and standards for digital marketing

The use of digital marketing which could lead to advertising a business online is associated as a better option. It means passing the competition for some topics which are listed in Google or clickable ads that might engage users. It means to get the reviews online, which determine to have more and more audience which could easily be interacted with which could lead to providing authority in the industry more easily. A standard of Digital marketing which are required to be offered includes:

• Overall score:

The report made for digital marketing content includes consideration of snapshot related to overall score which could outline the business based on six areas related to online marketing. The overall score includes aspects like Listings, Reviews, Websites, advertising, and others as presented.

• Presence and accuracy

If the brand which is marketed is present at a physical location then it is required that local listings are claimed. Consumers nowadays gain confidence in the brand only after they see the local ratings on it. So the presence of any incorrect business information about the brand could lead to lost customers. So it is required that there is need to update information while ordering the listings.

• Accuracy to provide data:

With the addition of scans related to local listings, there is a need to review four major providers of listing which could lead to view information of the business. A review of information present on the internet would lead to having a better understanding of business appearance on the internet (Eckhardt, et.al, 2019).

• Online reviews:

Reviews present online are associated with an essential part for the success of business in some industries. The credibility of online reviews is observed to be growing constantly. Several customers read online reviews first that could lead to match up to the average for the industry. After observation for the performance of the company is made while the performance of the competitor is also been made could lead to considering them putting together while led to receive more online reviews. This could lead to follow up with every customer easily.

• Social Media:

The presence of a company’s social media is observed to reflect a lot about its business. It is associated as a top-ranking source in which consumers could look to find out the inspiration for purchase. It leads to comparing business against the average of the industry while with their leaders. It also led to a review following consumers, average posts made as well as engagements to the page.

• Performance of the website:

Website made for brand marketing is required to change which could lead to making a higher performance. The speed of a website is associated as a determining factor that could tell if the visitor of the site would become a new client or not. So the website made for the brand must take only some seconds to load which could lead to making it easily used by its users (Hollensen, 2019).

Effectiveness of social media content

Social media is observed as a marketing platform that could lead any brand to get noticed. There is a lot of effectiveness observed for content put on social media that includes:

• Increment in Brand Recognition:

Making a brand visible is a crucial task and is required to be done which could lead to its expansion. Social media is known as a way that could lead to address several people while could lead to recognizing brand at a bigger level.

• Improvement in Converting Potential:

Engagement of customers with content that is valuable as well as relevant is observed as an opportunity that could lead to moving through a customer journey. Making social media interactions could lead to building the brand in an expanded way while led to building an opportunity for businesses to reach more customers.

• Creation of richer experiences:

Social media is associated as the one which could enable in adding value to stakeholders which are done in a targeted way. It allows communicating in a faster way which is done with great relevance.

• Increment in ranking on Google:

Usage of social media in an effective way could lead to improve the business of search engine ranking. There are defined keywords used for content while several links are shared with social platforms which could easily be linked to the website. This could lead Google to rank the website more easily while could lead to evolve content regularly and compel content and hence attract more interested persons more effortlessly (Kannan, 2017)

References

Appel, G., Grewal, L., Hadi, R. and Stephen, A.T., 2020. The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), pp.79-95.

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.

Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.

Eckhardt, G.M., Houston, M.B., Jiang, B., Lamberton, C., Rindfleisch, A. and Zervas, G., 2019. Marketing in the sharing economy. Journal of Marketing, 83(5), pp.5-27.

Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.

Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.

Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.

Mothersbaugh, D.L., Hawkin, D.I. and Kleiser, S.B., 2019. Consumer behavior: Building marketing strategy. McGraw-Hill Higher Education.