Introduction to Web-based and Social Media Marketing
In today's digital world, businesses need to go beyond traditional marketing methods to reach their customers. Web-based and social media marketing have become essential parts of the marketing mix, allowing businesses to connect with customers in new and exciting ways.
Key Definitions:
- Web-based marketing: Using websites, email and online advertising to promote products or services.
- Social media marketing: Using social networking platforms to connect with customers and promote brands.
- Digital marketing: The broader term that includes both web-based and social media marketing efforts.
- Content marketing: Creating and sharing valuable online content to attract and engage a target audience.
Web-based Marketing Channels
Web-based marketing involves several different channels that businesses can use to reach their customers online.
♥ Company Websites
A business website serves as its digital shopfront. It provides information about products and services, builds brand identity and often includes e-commerce functionality. A good website should be user-friendly, mobile-responsive and optimised for search engines.
☆ Email Marketing
Despite being one of the oldest digital marketing channels, email remains highly effective. Businesses use email to send newsletters, promotions and personalised offers to customers who have opted in. Email marketing is cost-effective and allows for precise targeting.
♦ Search Engine Marketing
This includes Search Engine Optimisation (SEO) to improve organic rankings and Pay-Per-Click (PPC) advertising where businesses pay when users click their ads. Google Ads is the most popular PPC platform, allowing businesses to appear at the top of search results.
♣ Content Marketing
Creating valuable content like blogs, videos and infographics to attract and engage customers. Content marketing helps establish expertise, improves SEO and builds trust with potential customers. It focuses on providing value rather than directly selling.
Social Media Marketing Platforms
Social media platforms allow businesses to connect with customers in a more personal and interactive way. Each platform has unique features and attracts different audiences.
✓ Facebook
With over 2.8 billion users, Facebook offers extensive reach and detailed targeting options. Businesses can create pages, run ads, sell products and build communities. Best for: B2C businesses targeting a wide demographic range.
✓ Instagram
Owned by Facebook, Instagram is a visual platform ideal for businesses with photogenic products or services. Features like Stories and Reels allow for creative content. Best for: Fashion, food, travel and lifestyle brands.
✓ Twitter
Known for short-form content and real-time updates. Businesses use Twitter for customer service, industry news and building thought leadership. Best for: News, entertainment and tech companies.
✓ LinkedIn
The professional network is ideal for B2B marketing, recruitment and thought leadership. Content tends to be more formal and business-focused. Best for: B2B companies, professional services and recruitment.
✓ TikTok
The fastest-growing platform focuses on short videos and reaches a younger audience. Creative, authentic content performs best. Best for: Brands targeting Gen Z and millennials with fun, creative content.
✓ YouTube
The video platform allows for longer-form content like tutorials, reviews and brand stories. It's also the second-largest search engine after Google. Best for: Educational content, product demonstrations and entertainment.
Benefits of Web-based and Social Media Marketing
Digital marketing offers several advantages over traditional marketing methods:
- Cost-effectiveness: Digital campaigns often cost less than traditional advertising like TV or print.
- Precise targeting: Businesses can target specific demographics, interests and behaviours.
- Measurable results: Analytics tools provide detailed data on campaign performance.
- Global reach: Even small businesses can reach international audiences.
- Real-time engagement: Businesses can interact directly with customers and get immediate feedback.
- Flexibility: Campaigns can be adjusted quickly based on performance data.
Limitations and Challenges
Despite its benefits, digital marketing also presents challenges:
- Platform changes: Social media algorithms and features change frequently.
- Digital fatigue: Consumers are increasingly overwhelmed by online content.
- Privacy concerns: Regulations like GDPR limit how businesses can collect and use data.
- Competition: The digital space is crowded, making it harder to stand out.
- Technical skills: Effective digital marketing requires specific expertise.
- Negative feedback: Public complaints can quickly damage a brand's reputation.
Case Study Focus: ASOS
ASOS, the online fashion retailer, has built its success largely through digital marketing. The company uses:
- Social media: ASOS maintains active accounts across platforms, with over 11 million Instagram followers. They share outfit inspiration, behind-the-scenes content and user-generated content through #AsSeenOnMe.
- Influencer marketing: ASOS works with fashion influencers of various sizes and backgrounds, promoting inclusivity while reaching different target markets.
- Content marketing: Their blog and YouTube channel provide style tips, trend forecasts and how-to guides that add value beyond just selling products.
- Email personalisation: ASOS sends tailored recommendations based on browsing and purchase history.
Results: ASOS has grown to serve over 26 million customers worldwide, with digital marketing playing a crucial role in this expansion.
Measuring Digital Marketing Success
One of the biggest advantages of digital marketing is the ability to measure results accurately. Key metrics include:
⊕ Website Metrics
- Traffic: Number of visitors to the website
- Bounce rate: Percentage of visitors who leave after viewing only one page
- Conversion rate: Percentage of visitors who complete a desired action
- Page views: Total number of pages viewed
⊕ Social Media Metrics
- Engagement: Likes, comments, shares and clicks
- Reach: Number of unique users who see your content
- Followers: Growth in account followers
- Sentiment: Positive or negative tone of comments
Integrating Digital Marketing with the Marketing Mix
Digital marketing doesn't exist in isolation it works best when integrated with the traditional marketing mix:
- Product: Digital channels can gather customer feedback to improve products and develop new ones.
- Price: Online pricing can be adjusted quickly based on competitor analysis and demand.
- Place: E-commerce provides a direct distribution channel to customers.
- Promotion: Digital and traditional promotional activities should complement each other with consistent messaging.
- People: Social media allows for direct interaction between staff and customers.
- Process: Digital tools can streamline customer journeys from awareness to purchase.
- Physical evidence: Website design and social media presence provide tangible evidence of brand quality.
Case Study Focus: Greggs' Vegan Sausage Roll Launch
In 2019, UK bakery chain Greggs launched its vegan sausage roll with a brilliant digital marketing campaign:
- Social media teaser: They released a dramatic Apple-style product video on Twitter, generating buzz.
- Influencer engagement: They sent sample boxes to food bloggers and vegan influencers.
- Controversy marketing: When TV presenter Piers Morgan criticised the product on Twitter, Greggs responded with humour, creating a viral moment.
- Traditional integration: The digital campaign was supported by in-store promotion and PR.
Results: The product sold out nationwide, Greggs' profits rose by 58% and their share price increased by 13.5%. This shows how effective digital marketing can drive real business results when executed cleverly.
The Future of Digital Marketing
Digital marketing continues to evolve rapidly. Current and emerging trends include:
- Video dominance: Short-form video content is becoming the preferred format across platforms.
- Voice search: Marketing needs to adapt to how people search using voice assistants.
- Artificial intelligence: AI is being used for personalisation, chatbots and content creation.
- Augmented reality: AR allows customers to "try before they buy" virtually.
- Privacy-focused marketing: As third-party cookies disappear, first-party data becomes more valuable.
- Social commerce: The ability to purchase directly through social media platforms is growing.
For businesses to succeed in digital marketing, they need to stay adaptable, authentic and focused on providing genuine value to their audience rather than just selling to them.