Digital and Social Media Marketing

Posted on June 9, 2023 by Cheapest Assignment

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Digital and Social Media Marketing


There is no doubt that the world is rapidly shifting from the analog to the digital world. People are getting and consuming more and more information from the digital world- phones, laptops, iPad, computers, and much more. Similarly, the organization is adopting marketing strategies in a faster way just to meet the expectations of the consumers. But the question arises why digital marketing is so important. The answer is quite clear, as digital marketing is the only rapidly growing force in the marketplace and it is all set to be future of the marketing. It seems soon digital marketing will replace all the traditional forms and norms of society (Ashley & Tuten, 2015). The older generation is still depending on the newspaper and radio, but those who have grown up with the internet and phones as gods are soon going to change the perspective of the old people through digital media.

The methods of digital media are quite faster and more versatile than the other forms which are helping the marketing fields like interacting with the target audience, improving communication systems, enhancing responsiveness, providing innovative ideas to fight competitors, helping in effective marketing, and finding customers easily.  As per Armstrong et al, the significant growth in digital media activities helps to carry out marketing strategies through mobile devices (Armstrong et al., 2015). The digital marketing services are quite compatible and give a guarantee as well as a worthwhile user experience. Social media is gaining huge popularity and fame that are helping managers to advertise products in the markets so that customers can get the desired information that they want to offer. This entire report will be based on the importance of digital marketing in the case of the marketing sectors to improve the strategies as well as various aspects of marketing.

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Marketing key concepts

The concepts of marketing are basic that they cannot be considered as a separate function. Rather it is the entire business that is seen from the customer’s point of view. Marketing is one of the ancient arts which have been developed since the days of Adam and Eve. But, when it is compared to the recent market scenario, business becomes the most vital part of the world of business. According to Heinze, Fletcher & Rashid, the business is all about fulfilling the unlimited desires of the customers, defining various magnitudes and measures, determining the different targets of the markets that are essential for the firm, deciding on the appropriate products, services, and approaches are for the markets and involve several people to put their ideas in solving his never-ending demands of the customers (Heinze, Fletcher & Rashid, 2016).

Marketing is the only force that can meet society’s material wants. It helps in uplifting the standard of living of the customers in society. The concepts of marketing must not be seen narrowly as the methods of finding the appropriate ways to sell the desired products of the company. Many customers are getting confused with the terms marketing and its sub-functions-advertising and selling (Hult & Sjölund, 2017). Authentic marketing concepts are only the art of selling the products rather it is the way a person thinks to make the product. It is mainly about understanding and identifying the needs and desires of the customers, to increase profits and productivity through innovative approaches, and benefits for the stakeholders. The old concepts can’t be used anymore to develop the product in the marketplace; rather the owners are interested in adopting the new advanced technologies to understand the needs of the customers in a better way.

Smart companies are now seeing long-term investments instead of wasting time on mere sales. Mutually they are developing methods to satisfy the customer’s relationship that is based on the service values as well as on the delivering qualities. Based on the various marketing key concepts, the firms are increasing their production capacities which are quite effective (Hays, Page & Buhalis, 2013). These concepts are mainly associated with the marketing mix, consumer behavior as well as customer relationship management.

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Marketing mix

According to the recent scenario, marketers are delivering value to the customers mainly through market offers. They mostly take care of the needs of the customers as well as the offer’s quality. As per Hudson & Thal (2013), it has been seen that 75% of customers are in favor of those marketers who focus more on value rather than products. They also ensure about the customer needs concerning the various terms and conditions that offer the most attractive than the other competing offers in the markets (Hudson & Thal, 2013). Therefore, the marketing mix is the combination of the marketing tools that are used to pursue the objective of marketing in the marketplace for the target customers. The marketing mix acts as the sole vehicle for delivering and creating customer value. The versatility, as well as the dynamics of the marketing process, can’t be described better than the marketing mix concepts that deal with the four key concepts-product, price, place, and promotion.


It is the most basic tool of marketing. It stands for the company’s tangible offer to the market that includes the branding, packaging, various features, design, quality of the product, services, warranty, and much more. Without the use of the product, there is no meaning of the marketing. Marketing is all about the product that is produced for the customers. The product is the main thing that deals with the marketing standards of the marketplace and fulfills the requirements as per the choice of the customers (Killian & McManus, 2015).


It is another important tool of marketing that deals with the amount of money required to sell the product to the customers. Price is the main thing that is associated with the product. Customers mainly get attracted to those products whose price is less with the best quality. When the price of a product is high, customers never buy those products, when it goes low the selling of the products becomes more (Stephen, 2016). The price of a product includes several things like discounts, retail prices, wholesale prices, allowances as well as credit terms.


After the price of the product is fixed, the next important thing is the distribution of the product. It depends on the varieties of the companies that how they are dealing with and undertaking many activities to make the products more accessible and available to the customers (Leeflang et al., 2014). The place determines the factors like the link between the recruiters, and middlemen as well as marketing facilitators.

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The fourth tool is a promotion which is very much required to promote the product to do the maximum selling by communicating with the customers via televisions, radios, newspapers, and much more. It mainly includes the train, decides on hires as well as motivates the salespersons to promote their products on different channels. Promotion should be made in such a way that it should increase the conversion rate. The conversion rate is higher offline than online one can get 200,000 visitors but 1% will get converted. So the promotion should be done in a very creative way to make the conversion rate as higher as possible (Stephen, 2016).

These 4Ps must be designed by the marketers in a definite manner to satisfy the needs of the target audience, and at the same time, to achieve the target of the organization.

Customer relationship management

As per Tuten & Solomon (2014), customer relationship management deals with delivering, understanding, and communicating as well as with the existing customer relationship to change the methods so that the new approaches will build better relationships with the customers. Nowadays it is the biggest buzzword that has emerged in the market scenario. Many people consider the CRM as one to one service, whereas, others consider it as the call center. The rest of the people consider it as the technology solution for the marketing industry. Various traders and merchants are practicing customer relationships for years (Tuten & Solomon, 2014).

The business is built on trust. They are capable of delivering products in every respect that suit the requirements of the customers (Stephen, 2016). They pay attention to the taste of the customers as well as their preferences, maintain personal rapport, and know the exact details about the need of the customers. These relationships are changing due to the industrial revolution.

Various businesses have adopted mass communication as well as mass distribution to achieve the economic scale. Manufacturers have already started focusing on the manufacturing industries as well as on their operations to make cost-effective products for customers (Tsimonis & Dimitriadis, 2014).  It is the process of retaining, growing as well as acquiring profitable customers. It is not considered a mere technology; rather it is taken a cultural approach to build the effective relationship.

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Consumer behavior

It mainly deals with the study of the individuals, groups, or organizations that are associated with various activities like the purchase of goods, and disposal of goods, including the emotional behavior of the consumer, and the mental and behavioral response of each consumer (Killian & McManus, 2015). It is considered an inert-disciplinary social science that deals with sociology, psychology, anthropology, and much more. It mainly deals with emotions and determines how attitudes, as well as preferences, affect the buying behavior of customers. The topic is all about knowing the facts about the consumers in every aspect of purchasing behavior-staring from the pre-purchase activities to the post-purchase consumptions, disposal activities as well as evaluation techniques (White, White & White, 2017).

Impacts of digital technologies on the marketing functions

As per Tsimonis & Dimitriadis (2014), the marketing has been the cornerstone of every business and these principles were developed hundreds and thousand years ago but still, they are relevant and effective in the marketplace. No one in the present scenario would argue with the notion that social media are having significant and effective changes that bring impacts on societies as well as on the economic scale. Nowadays the internet is changing the expectation of every people regarding the quality of the product as well as their services in a big way (Tsimonis & Dimitriadis, 2014).

Digital technology is allowing firms to develop new packaged products that are quite effective and reliable for customers. Now it’s easy to get the desired information about the products like the materials used in it, the quality, the process of delivering the services, and much more through digital media like television, phones, or laptops. Several websites are now making the purchase easier and more efficient for customers. The intranets are providing the desired solution to explore the services in every respect. The social media channels like Facebook, Twitter, and many more are helping the firm to promote their products on their websites (White, White & White, 2017).

They are choosing such sites because nowadays the use of social channels like Facebook is increasing in a rapid manner better than the other channels. People are getting attracted to those products which are shown on Facebook websites (Killian & McManus, 2015). There are many such examples, out of which the Playboy executives have explained the advantages of the technology on their business that have reduced their stress level to a huge extent. The purpose of driven marketing is now increasing in an immense manner where technology plays a major role in setting authenticity as well as enhancing productivity (Hudson & Thal, 2013). For example, there are websites like, are expressing the real facts about the companies that help the customers to get the desired ideas about the particular company. The facts over there cannot be faked as it was only given by the user. The views over there help the companies to promote their services without even communicating directly with the customers.

Digital media has allowed producers to fix prices that will be easily accepted by customers. Now it is much easier to compare the prices of the products by making the price competition. For example like, there are many sites where the developers are showing the desired dresses, utensils, cosmetics, and much more. Every channel has a different approach to impress the customers like lowering the price of a special occasion, by giving them discounts better than the other websites, and much more. The websites are like Myntra and Flipkart, which are competing with each other in every respect (Leeflang et al., 2014). They are trying to allure the eyes of the customers towards their services by reducing the cost on the sales day, etc. Digital media helps the user to get updates about the sale on social media, on Android phones, and through televisions and laptops. With the rise in technology, the expectations of the customers are increasing from the producers which are fulfilled with the help of digital media.

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Impact of digital management on customer communication

Digital marketing is not only helping the business but, it is also improving the communication of the customers efficiently. Communication is the key factor for every step in the marketing industry. But, with the rise in technology, communication with customers is somehow getting affected, and at the same time, the technologies are only helping the customers to enhance their connection personally without sacrificing anything. Mobile phones are better at interpreting the physical world (Killian & McManus, 2015).

Communications through phones are quite convenient and less time taking. Smartphones, nowadays, are helping customers to get immediate updates within less time as well as help to access products. Various brands are accessing marketing programs with the help of digital management services to communicate better with customers. For example, the Tropicana juice brand is taking the actors to promote their products, which are later shown on various social media as well as websites that increase the efficiency of communication with the customers indirectly (Killian & McManus, 2015).

The role and ICTs in building and managing customer and stakeholder relationships

The ICTs refer to those technologies that are providing access to information via telecommunication. It is quite similar to information technology, but, mainly deals with communication technology. It includes wireless networks, cell phones, the internet as well as other communication mediums. Over the past few decades, ICTs have provided societies with a vast array of communication channels that enable them to communicate with the producers easily as well as to get the desired products when they wish.

According to Hudson & Thal (2013), modern information is creating a global village where people are communicating with each other across the world and it feels like they are living next to the door. In such cases, every organization is using mobile phones as a standard unit for their operations. ICT is progressed since the last twentieth century and has prompted several telecommunications, broadcasting as well as registering (Hudson & Thal, 2013). The most recent fast-developing range of digital communication is now allowing people to communicate more with the digital world and to share their information that is based on traditional computer technologies. Most of the project management methodologies are defined in different ways to the stakeholders that are based on the communication strategies which are coming from the ICTs approaches. But, there are many cases where the projects are failing to fulfill the requirements of the stakeholders that don’t contribute to helping the objectives of the project.

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This happens due to many factors like the position of the stakeholders, the activities that are practiced in the company, the relative power of the stakeholders, and much more. Therefore, in such cases, communication and trust is the main source for creating and maintaining long-lasting relationships between the stakeholders (Hays, Page & Buhalis, 2013). The organization should check the involvement of the stakeholders in the effective communication those are necessary to shape the decision process of the firm which will be achieved by effective communication. These effective communications are achieved with the help of ICT that are mainly used to maintain the long-term relationship between the customers as well as between the stakeholders.

The processes make the other process effective for the organization and maintain the relationship in a much better way than the others. Therefore, these elements can’t be neglected in communication processes which are responsible for achieving the objective of the organization regardless of the several tactics (Killian & McManus, 2015). The ICT process is mainly responsible for understanding the expectations of the stakeholders as well as of the customers. The stakeholders should know when to expect the communication and what sort of communication they need to expect.


Digital marketing is evolving across the world with lots of opportunities and advantages that are used by marketing experts for the promotion of their products. The producers are using the techniques to enhance the efficiency of their products with the help of digital media. The rise in digital media is helping customers to get updates every bit of second through smartphones and laptops. The methods and techniques used in digital media help customers get updated information through social channels. Digital marketing is now the most important topic in every firm. The managers are searching for various methods to adopt in the firm so that productivity will increase to a huge extent. For the promotion of the business as well as for its growth, the business requires digital media. The promotion includes communicating with the existing stakeholders as well as with the customers through various channels. The channels help to maximize growth, enhance the standard of the products, and gather several customers as well as help to convince the customers in buying the products. The channels are the medium through which communication is possible. The Internet is a powerful channel for every business promotion as billions of people nowadays are accessing the Internet instead of the traditional channels like the newspaper, radio, or television. The desires of the target audience get fulfilled through the digital media which is the main target of every organization.

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White, D., White, C. and White, D., 2017. Sponsorship-Linked Marketing: Using Social Media Brand Affinity Data to Determine Sports Sponsorship Effectiveness.

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