The Importance of Digital Marketing



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Introduction to Business Functions

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BA (Hons) xxxxxxxxxxx

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Information Management Diary Entry

Introduction to Business Functions

Diary Entry 3 – Marketing (MKT)

The Role of The Marketing Function Is in Business

Table of Contents

Introduction. 3

How Marketing Contributes to the Success of Businesses and Organisations. 3

How Creativity is Used in Marketing Campaigns. 4

How Marketers’ Work is Organised In-House and Through Agencies. 4

The Importance of Digital Marketing. 5

Conclusion. 6

References. 7





Business and the market operation have an approach to be market-oriented and driven by the needs of the customers. Understanding the need and demand of the customer, the market-oriented business process has modified their products and service quality of the organisation. The marketing approach is an essential element for the business operation as marketing has been used to relate the organisational and corporate goals with the performance. Analysing the demand of the market, marketing has exposed the value proposition of a corporate or a business organisation to the customers. Market-driven, as well as internally oriented business operations, have greatly been influenced by Marketing for the understanding of the video of the market and to relate the business with the market.

How Marketing Contributes to the Success of Businesses and Organisations

The performance of a business or an organisation has evolved around the customers. The customers are at the center of every form of business operation. The performance of an organisation has been influenced by the presence of different external and internal factors, and it reflects in the performance. Kotler et al. (2013) opined that the adoption of the marketing mix had created an opportunity to analyse the capability of the top management, finance, and manufacturing teams. Every organisation has its own corporate goals that have an impact on the regulation of business planning. As per my understanding, the portfolio for marketing has offered an opportunity to evaluate the management process of the product delivery and business strategy of the company (Kotler et al., 1990). Marketing has value to organisational development, as the marketing strategies have offered insight into the marketing trends of the contemporary market and existing challenges related to the business operation. I have also identified that marketing has helped the organisation to leverage their product lines and express their tagline of value proposition to the market (Kotler et al., 1990). I have observed in the marketing approach of CVS health and on their official website, where the company has mentioned that CVS came with an approach to offer a better experience to the customer. The core value proposition of CVS health has also been revealed in their marketing, where it has been claimed that the organisation has ensured improved service at reduced costs (, 2021).  The ongoing processes within an organisation can also be evaluated with the marketing approach of an organisation. I have analysed the fact that marketing has offered an opportunity to be strategic and to identify the strategies to attract new customers. These strategies have created an opportunity for the employees to learn about the organisational processes.

How Creativity is Used in Marketing Campaigns

Marketing is the process of delivering the corporate message to clients and customers. The proposed values of an organisation or a company can be published through the marketing campaign of the organisation. I have realised that the communication approach is the most important aspect of marketing (Kotler et al., 2013). Hence, the Integrated Marketing Communication approach or IMC has been adopted by organisations for the improvement of their marketing performance. As per the analysis of Trehan and Trehan (2010), through the integrated marketing approach, the proposed values of an organisation can be communicated with the customers clearly through the implementation of the communication tools. Those communication tools for marketing are creative message designing, creative copy designing for new products, and creative visuals for the marketing. As have identified that, those perspectives of integrated marketing could enhance the engagement of the audience with the marketing campaigns. Multiple relevant audiences have gotten a chance to regulate the creative messages themselves and opt for the products and services offered by the organisations (Kotler et al., 2013). Creative media articles produced by the creative agencies have expressed illustrious objectives and goals of the developed products. I have gathered experience regarding the creative marketing ideas from the “She Runs” creative media campaign of Nike, where female empowerment and the approach to offer sports accessories to the women community has been expressed. This campaign has offered scope for the worm customer to opt for the Nike products (AdNews Australia, 2013). This advertisement has also been nominated as the MFA Awards 2012 winner for best IMC.

How Marketers’ Work is Organised In-House and Through Agencies

The marketing mix has been formed on the basis of three important elements, and those are the customer needs, requirements, and the competitive advantages of the firms. The strategic combination of all these three elements has formed the marketing mix for the organisations. The corporate needs and resources have formed the marketing mix for an organisation, which is considered to make a balance between the comparative corporate advantages and the customer needs (Trehan and Trehan, 2010). The process of marketing has considered planning and preparing for the marketing as a part of the marketing.

In-house marketing of an organisation has taken the approach for the development plan for marketing and the approach of the fulfillment of the goals for an independent marketing approach or the advertising process. Dibb et al. (2005) has mentioned the development of the place of marketing and preparation of the media for advertising have considered the potential mediums to access the audiences for the marketing process. The in-house operation process for marketing has always been formed with a special group of people who have an idea about the customer needs and demands.

Agencies for marketing have been formed with skilled writers, market analysts, and creative designers for the advertisement. Philip Kotlar has strategically identified the execution process of the marketing and advertising agencies. Kotler et al. (2013) have identified that the agencies work for the planning and preparation of different activities for the advertisement campaign. The creation of digital content and promotion of those contents on effective platforms have been taken as the responsibility of modern agencies.

The Importance of Digital Marketing

International marketing decisions and integrated marketing approaches have considered the external environment and execute situational analysis for the identification of the opportunity for the product launch. The decision for market entry and the selection of the effective markets have both been analysed as a part of the integrated marketing strategy. From my perspective, digital marketing is effective for the analysis of the external environment to ensure the best time and option for the organisation to enter into a market (Jobber and Ellis-Chadwick, 2012). Digital platforms have higher engagement, and people from different walks of life have gathered in the social platforms that featured those platforms to be an effective place for external environment analysis. Market analysis has become easy with the digital marketing approach as the users expose their preferences in the social platforms (Armstrong et al., 2017). Higher engagement of the modern population with the digital platforms has featured the marketing process to reach a higher number of people within a fraction of a second. The effectiveness of these platforms in publishing the advertisement content has offered a facility to consider it an effective place for marketing (Dibb et al., 2005). Creative marketing approaches have been adopted for the higher engagement of the customer and illustrious description of the criteria of the product and services. The audio-visual nature of the digital platforms has enabled the firms to be effective in publishing creative content (Armstrong et al., 2017). From my perspective, the digital media platforms are effective for the marketing process as it has enough capability to offer productive responses in the market research as well as the promotional aspects of the marketing.


Based on the needs of the customers and the demands of the market, effective marketing has conveyed its messages through effective media platforms. The creative ideas and creation of the creative content have enabled the firms to achieve a competitive advantage. An effective marketing process has a strategic view for the selection of the effective media channel and time to publish marketing campaigns. Precision in the selection of those two elements has offered the opportunity for success.


AdNews Australia, (2013). Nike ‘She Runs’ Case Study – MFA Awards 2012 (Best Integrated Media Campaign).

Available at: <>  [Accessed 30 May 2021].

Armstrong, G., Kotler, P. and Opresnik, M.O., (2017). Marketing: An Introduction. Global Edition. Boston Columbus Indianapolis New York San Francisco Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo: Pearson. (2021). [online] Available at: <>  [Accessed 30 May 2021].

Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C., (2005). Marketing: Concepts and strategies (p. 850). Houghton Mifflin.

Jobber, D. and Ellis-Chadwick, F., (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.

Kotler, P., Armstrong, G., Harker, M. and Brennan, R., (1990). Marketing: an introduction (Vol. 1). Englewood Cliffs, NJ: Prentice-Hall.

Kotler, P., Armstrong, G., Harris, L.C. and Piercy, N., 2013. Principles of marketing. 6th European edition. Essex: Pearson Education Limited.

Trehan, M. and Trehan, R., (2010). Advertising and Sales Management (for BBA-1). FK Publications.


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