BMP3006 Practical Digital Marketing Assignment Sample

Introduction Of Mastering the 7 Ps: Effective Marketing Mix and Communication Strategies

Section 1

1. Describe the significance of the marketing and communications mix functions in the context of business organizations

Companies always strive to bring in prospective customers while keeping their current content in the competitive business climate of today. Organizations must properly manage their promotion approach and communications if they want to prosper in this changing climate (Chaffey and Ellis-Chadwick, 2019). The marketing mix, also referred to as the 7 Ps and the mix of communication strategy are vital tools that allow organizations to generate an effective plan to accomplish their objectives.

• Importance of Marketing Mix (7 Ps): The marketing mix is an arrangement which assists organizations creates an efficient marketing plan. Seven interdependent parts make up the concept which includes the place, promotion, price, people, product, process, and physical proof. Organizations can successfully reach their intended consumers and maximize their advertising spend by establish a balance between these variables.
• Product: The main advantage that a business offers to its customers is the product. Features, aesthetics, quality, advertising, and packing all fall within this category. A great product fulfils the demands and demands of the consumer, increasing loyalty to the brand and boosting satisfaction among consumers (Dwivedi, et. al. 2020). For instance, the company Apple is widely recognized for its cutting-edge functional devices like the iPod touch, iPad, and Mac. They are leading the way in a number of technological areas due to their dedication to innovation, performance, and the consumer experiences (Apple Inc, 2023).
• Price: In describing a product's apparent worth and cost-effectiveness, pricing strategy is essential. To preserve profitability while getting competitive, companies have to strike an appropriate balance (Peter and Dalla Vecchia, 2021). As a case study, Walmart's approach is based on offering low pricing that draws in consumers who are cost-conscious. Walmart can offer reasonable costs because of economies of scale as well as successful management of their supply chains, making them an appealing choice for consumers on a limited budget.
• Place: It refers to the techniques for distribution used to provide consumers with the products or services whenever they need. A good distribution plan ensures that goods are obtainable at the right time and location. As an example, Coca-Cola's strong distribution system adds to its worldwide popularity. The merchandise of the global beverage company is accessible virtually anywhere in the entire globe, creating it one of the more popular and easily recognizable brands on an international level.
• Promotion: Promotion relates to any activities used to inform and convince customers of the benefits of a product and push them towards completing the purchase. A great example of effective marketing is Nike's advertising strategies (Saidani and Sudiarditha, 2019). Nike has established a solid reputation that connects with its intended demographic by endorsing well-known athletes and utilizing compelling advertising.
• People: The people component relates to the staff members who deal with consumers. The customer experience may be dramatically affected by pleased competent staff members. For instance, the Ritz-Carlton is widely recognized for its outstanding guest service. The lodging industry regularly provides outstanding customer service due to a robust staff training plan and an emphasis on fostering an excellent work environment.
• Process: The process concept referred to as the procedures and practices that contribute to making the task simpler to supply a service or product. For example, by implementing an on-demand tracking of orders system, Domino's Pizza revolutionized the pizza delivery procedure. This openness not just increased their customer satisfaction additionally helped them distinguish against other businesses.
• Physical Evidence: Physical evidence comprises all observable components, such as shop ambience, the packaging, and personnel physical appearance, which impact the consumer experience (Todorova and Zhelyazkov, 2021). As a case study, Starbucks has been effective in establishing an individual and cozy environment in its coffeehouses, offering a welcome space for consumers to relax and socialize.
• Significance of the Communications Mix: The numerous communication techniques and strategies that organizations employ to spread their thoughts to target audiences belong in the communication mix, sometimes referred to simply as the promotional mix. With a combined approach, businesses could successfully reach of interact and influence their customer base.
• Advertising: Advertising is a kind of advertisement, anonymous communication which advertises products and services via many different kinds of media. As a prime example, McDonald's continually promotes on television sets online, and in outdoors in order in order to reach many consumers and maintain brand recognition.
• Public Relations (PR): PR involves overseeing a company's & public image via press releases, incidents, and media attention (Kitchen, 2020). For instance, Tesla, under the leadership of Elon Musk, effectively employs PR to attract major media coverage, build excitement for the launch of new products and increase sales.
• Sales Promotion: Rewards are offered through sales promotions to customers that encourage instant purchase or recurring business. For example, Amazon frequently uses one-time deals and customized offers for occasions including Prime Day to increase sales and draw in prospective clients.
• Personal Selling: Personal selling includes direct interaction with prospective consumers in order to comprehend their requirements and customize the product or service accordingly (Kingsnorth, 2022). For instance, to offer personalized service and unique experiences to wealthy consumers, luxury businesses like Louis Vuitton use personal sales in their luxurious boutiques.
• Direct Marketing: Direct marketing involves interacting to potential consumers personally by email, postal mail, or SMS. As an example, Airbnb utilizes email advertising to its benefit by offering consumers personalized suggestions and offers that encourage them into making reservations.
• Sponsorship: For the purpose to increase awareness of the brand and affiliation, sponsors offer funds for charitable projects, sporting events, and various other organizations. A good example would be Red Bull's significant sponsorship of extreme sporting competitions and trainees, which appeals to their target market and fits with their public perception of energy and adventure.
• Digital Marketing: To communicate with people on the internet, digital marketing encompasses a variety more online methods including social media advertising, blogging, and search engine optimization (Mumtaz, 2019). For instance, Dove's "Real Beauty" promotion gained enormous brand recognition and customer backing by advocating embracing one's body on online platforms.

For organizations longing to thrive in today's cutthroat business environment, the marketing mix (7 Ps) and communications mix activities constitute vital resources. Businesses may successfully construct, produce, and convey their value offer to target consumers by matching product, pricing, position, promotion, personnel, procedures, and physical proof (Flanagin, 2020). Implementing a cohesive communications mix also enables businesses to interact with their target market via a variety of platforms and foster substantial brand recognition and devotion. In general, such as the way the marketing and communications mix functions act to provide critical rules for businesses to develop persuasive advertising strategies, effectively convey their company's message, and create enduring relationships with consumers, ultimately resulting in long-term growth and achievement.

Section 2

2. Explaining how organizations can use digital marketing tools to efficiently communicate to their target customers.

Digital marketing is the practice of advertising products, services, or companies to a target market through online mediums and technology. It includes a range of digital marketing techniques, including pay-per-click (PPC) promotion, email advertising, search engine optimization (SEO), social networking, and content marketing. Digital marketing, in contrast to traditional marketing, enables companies to connect with a global audience, monitor and evaluate the success of campaigns in real-time, and customize marketing campaigns depending on consumer behavior and preferences (Grewal, et. al. 2022). Digital marketing has grown into a vital component of contemporary marketing strategies as a result of the widespread adoption of the web and mobile devices. It enables businesses to interact with prospective clients across various digital platforms and to develop individualized experiences that promote awareness of the company, lead generation and consumer retention.

Organizations may interact with their intended customers in an efficient manner in the digital age by using a variety of tools and channels. Businesses may use digital advertising to connect with a worldwide audience, interact with clients in real time, and offer personalized experiences for customers.

• Understanding the target customers: Identification of the target market is the first step towards using digital marketing effectively. To figure out the demands, choices, and pain points of their target consumers, businesses must do in-depth market analysis (Dwivedi, et. al. 2020). Organizations can create customized marketing strategies and messages that engage with the intended market using this based on data approach.
• Website optimization: The basis of every internet advertising strategy is a website that is simultaneously attractive and easy to navigate. To provide a smooth surfing experience, companies should optimize their web pages for mobile devices as well as desktop computers (Krasnov, et. al. 2019). The website should have speedy load times, simple navigation, and useful material that caters to consumer demands. Including calls-to-action (CTAs) which are unambiguous can motivate visitors towards intended actions like making a purchase or completing a contact form.
• Search Engine Optimization (SEO): Businesses may improve their chances of appearing higher on searches and enquiries by optimizing the written content of their websites with pertinent keywords and Meta descriptions. This improved exposure increases brand recognition amongst potential consumers who are actively looking for relevant goods or services and increases organic traffic to the online store.
• Content marketing: For a corporation to connect with and captivate the target audience, content marketing requires the creation and distribution of worthwhile, pertinent, and reliable information. In order to demonstrate their subject matter knowledge, address client problem scores, and gain the audience's confidence, companies can use articles, videos, blog posts, info graphics, and various other types of content. Successful content advertising not only increases website traffic but also establishes the company like a thought leader within its area.
• Social media marketing: Channels like social media provide an immediate and engaging approach to contact with consumers. Businesses should identify the social media channels where their intended demographic is most engaged and provide interesting material for those sites (Paul and Mas, 2020). Businesses may reply to consumer enquiries, offer updates, discounts, helpful material, and even execute specific promotions to target particular client groups using social media advertising.
• Email marketing: One of the best digital marketing strategies for fostering relationships with customers is email marketing. Organizations may utilize email campaigns to deliver subscribers personalized greetings, product updates, discounts, and informative information right to their inboxes. Companies may send highly relevant and interesting information to various audience categories by dividing their email lists according to the interests and behavior of their customers.
• Pay-Per-Click (PPC) marketing: PPC marketing enables companies to post customized adverts on social networking sites and search engine results pages. PPC advertisements only incur expenses if a person clicks on an ad, compared to traditional marketing (Grewal, et. al. 2022). PPC is therefore an economical technique for reaching potential clients who are dynamically looking for pertinent goods or services. To make sure that their advertisements are seen by the correct people, businesses can set up particular plans, keyword targets, population demographics and areas.
• Influencer marketing: For the purpose to sell products or services, influencer marketing works with individuals who have a sizable following and impact in a particular field. Organizations may work with influencers with audiences that match their target market to provide real and engaging material. By using this strategy, businesses may gain access to the influencer's devoted following and increase confidence as well as curiosity in their products.
• Customer reviews and testimonials: Customer feedback and endorsements are vital for establishing a business's legitimacy and building trust. Consumers have outlets to give evaluations and express their interactions with products and services due to digital marketing (Bizhanova, et. al. 2019). Positive feedback may strengthen the company's proposition for value, while reacting to unfavorable criticism shows a dedication to customer fulfillment.
• Customer segmentation and personalization: Organization may segment their target demographic based on demographics, behavior, desires, and habits. By using digital marketing technological organization can gather and analyze consumer data effectually. With the help of this data, companies can send tailored advertisements and advertisements, improving consumer interactions and forging stronger relationships with their intended audience.

Digital marketing provides businesses with an extensive selection of tools and approaches for communicating with their target audience (Kitchen, 2020). Companies can develop a strong online presence and have meaningful interactions with consumers by knowing their audience, optimizing their website, utilizing SEO, carrying out content promotion, social media marketing, marketing via email, PPC advertisements, influencer marketing and feedback from consumers. These efforts are further improved by customization and client segmentation, which adapt messages to individual tastes. Companies that embrace digital marketing are more prepared to maintain their competitive edge in current fast-paced, technologically-driven environment and create long-lasting relationships with their intended audience.

Section 3

3. Examining how Nike has used digital communications in one of its marketing campaigns.

Nike's "Just Do It" Campaign: Making the Most Effective Use of Digital Communications

Nike, a market pioneer in sports equipment and apparel, frequently demonstrated an outstanding knack for exploiting digital communications in marketing initiatives. The "Just Do It" campaign that has evolved into a lasting and iconic component of Nike's brand identity stands out as an exceptional example (Tayade, 2023). The campaign, which was first introduced in 1988, has grown over time, embracing new platforms to interact with its audience, encourage action, and foster loyalty to the company.

The campaign has been constructed on an appealing story that exhorts athletes and regular people to overcome barriers and push themselves to their limits. The tagline of the advertising campaign, "Just Do It," captures the attitude for determination, perseverance, and success of the company. It is clear and inspiring message appeals to individuals of every age and socioeconomic backgrounds, which makes it very viral on social media. Nike has been at the pioneering with social media marketing, engaging with its target demographic on websites like Facebook, Twitter, Instagram, and YouTube (Nike Inc. 2023). The business produces interesting and attractive material that features athletes, sporting situations, and inspirational stories that are all in accordance with the "Just Do It" motto. Nike can reach a million potential customers globally because to the enormous following it has set up on these websites.

Throughout a variety of sports and lifestyle groupings, Nike regularly engages alongside athletes, celebrities and personalities. Through these partnerships, the company is able to spread its message to the influencer's loyal audience. Likewise encourages people to submit user-generated content (UGC) through utilizing hashtag including #justdoit and #nike to collect and select material. In addition to serving as genuine endorsements, this user-generated material contributes to developing a sense of connection around the company.

Nike has added active digital aspects to its campaign to keep it current and relevant. Nike's "Write the Future" promotion at the 2010 FIFA World Cup of Football is one renowned instance. A website that was interactive for the ad allowed visitors to pick their own path in an online soccer game. Fans were able to get fully immersed in the campaign thanks to this immersive and personalized experience, and they were able to share their distinctive results on social media, expanding the advertisement's impact even more. Nike has a track record of using current events to further its "Just Do It" ethos (Nike Inc. 2023). Nike publishes relevant and appealing digital content that takes advantage on the thrills and feelings of the moment during major athletic competitions like the Summer Olympics or prominent games. Nike makes sure that its brand is at the forefront during important periods in the sporting calendar by being current and reactive.

Nike has accepted digital advancements to improve customer service as a company at the nexus of technology and sports. Nike's digital products and services, such as the Nike Training Club and the Nike Run Club apps, offer individualized training regimens, monitor fitness advancement, and strengthen connections with users. These applications support the approach to creating and completing objectives in addition to encouraging physical activity. Nike retargets customers who have had contact with the company online but failed to make a purchase using data-driven advertising strategies (Flanagin, 2020). Nike raises the chance that these potential customers will become loyal consumers by providing personalized adverts and offers to them. This tailored strategy recognizes the varied demands and interests of its audience, strengthening the connection with particular customers.

The AIDA (Attention, Interest, Desire, and Action) model is a renowned marketing paradigm that explains the four stages that a customer experiences during the process of buying something.

• Attention: Nike's campaign is excellent in capturing the audience's interest due to its strong and distinctive slogan, "Just Do It." This short statement encapsulates the spirit of the business and connects individuals from every walk of life. To give prospective customers the most exposure, the captivating tagline is utilized on a variety of digital platforms, in traditional media, and on in-store displays (Mumtaz, 2019). For example, Nike debuted a stunning ad at the 2012 Olympics in London that featured athletes from across the globe tearing down limits and accomplishing goals to "Just Do It." The intensely moving advertisement caught people' interest and eventually went viral.
• Interest: Nike's ad stimulates interest after capturing the audience's attention by providing gripping tales and showing prominent athletes and influencers. The brand emphasizes each individual's commitment, perseverance, and achievement in order to evoke profound emotions in the viewer. For instance, the famous Air Jordan line originated as a result of Nike's early 1990s partnership with nba legend Michael Jordan. Nike significantly boosted the popularity of its products with basketball followers and shoe fans by creating fascinating commercials and sponsorships that highlighted Jordan's brilliance on court.
• Desire: Firm creates desire for its merchandise by connecting the company with achievement, inhalation, and success. The "Just Do It" campaign motivates customers to maintain a positive outlook on life, sparking their desire to associate with the Nike brand and feel a similar sense of accomplishment (Anderson, 2019). For instance, during the 2012 Olympics, the company's "Find Your Greatness" ad showed ordinary people from all around the world demonstrating their athletic prowess and pushing past their limits. Nike motivated individuals to want to be a part of the company that recognizes and celebrates individual achievements by emphasizing personal triumphs and stressing that excellence may be found in anybody.
• Action: The campaign's primary goal is to get people to take action, like buying something, going to a Nike shop, or engaging with the brand. Customers can act right away thanks to Nike's effortless integration of digital channels, whether they wish to learn about the available products, join Nike's social networks, or make a purchase straight from their devices (Paul and Mas, 2020). For instance, Nike's online shop and Smartphone application offer a convenient shopping experience that enables users to quickly browse their favorite goods, add customizations, and make purchases. Influencers and content created by users are used in the campaign to inspire action by demonstrating to customers how actual people are enjoying and utilizing Nike products.

References

Books and Journals

• Bizhanova, K., Mamyrbekov, A., Umarov, I., Orazymbetova, A. and Khairullaeva, A., 2019. Impact of digital marketing development on entrepreneurship. In E3S web of conferences (Vol. 135, p. 04023). EDP Sciences.
• Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
• Dwivedi, Y.K., Rana, N.P., Slade, E.L., Singh, N. and Kizgin, H., 2020. Editorial introduction: Advances in theory and practice of digital marketing. Journal of Retailing and Consumer Services, 53, p.101909.
• Flanagin, A.J., 2020. The conduct and consequence of research on digital communication. Journal of Computer-Mediated Communication, 25(1), pp.23-31.
• Grewal, D., Herhausen, D., Ludwig, S. and Ordenes, F.V., 2022. The future of digital communication research: Considering dynamics and multimodality. Journal of Retailing, 98(2), pp.224-240.
• Kingsnorth, S., 2022. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
• Kitchen, P.J., 2020. Marketing communications. In A reader in marketing communications (pp. 1-9). Routledge.
• Krasnov, S., Sergeev, S., Titov, A. and Zotova, Y., 2019, April. Modelling of digital communication surfaces for products and services promotion. In IOP Conference Series: Materials Science and Engineering (Vol. 497, p. 012032). IOP Publishing.
• Mumtaz, R., 2019. Awareness and perspectives social media as new strategic marketing approach in minor industries; notion grounded on AIDA model. Journal of Content, Community Communication, 10.
• Paul, J. and Mas, E., 2020. Toward a 7-P framework for international marketing. Journal of Strategic Marketing, 28(8), pp.681-701.
• Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, pp.251-265.
• Saidani, B. and Sudiarditha, I.K.R., 2019. Marketing mix-7Ps: The effect on customer satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 7(1), pp.72-86.
• Todorova, G. and Zhelyazkov, G., 2021. Impact of marketing communication mix on business results of SMEs. In SHS Web of Conferences (Vol. 120, p. 02016). EDP Sciences.

Online

• Apple Inc. 2023. Online. Available through. :https://www.apple.com/in/store>.
• Nike Inc. 2023. Online. Available through. :<https://www.nike.com/in/>.
• Tayade, P., 2023. Online. Available through. :<https://www.linkedin.com/pulse/nikes-just-do-campaign-pratik-s-tayade/>.
• Anderson, T., 2019. Online. Available through. :<https://www.blinkist.com/magazine/posts/emotional-branding-secret-behind-nikes-just-campaign?utm_source=cpp>.