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  1. 1. Digital Marketing Autumn Shaver 2100 Foundations of Marketing 09/29/2022
  2. 2. What is digital marketing? Digital marketing pertains all online/ internet platforms to promote products and services. This includes all digital assets, channels, and media.
  3. 3. How Has Social Media Changed Marketing? The term social media refers to online and mobile technologies that create content to facilitate interpersonal interactions. This change has forced firms to change how they communicate with their consumers. By knowing your target consumer you have to “Excite, Educate, Experience, and Engage”.
  4. 4. Bigger audience…more competition Social media marketers must consider carefully when devising an online marketing strategy and design to target and appeal both potential and current consumer’s. Digital marketing reaches thousands of people in seconds so you must do this correctly. Every brand is on social media and is competing to be the best.
  5. 5. Framework Marketing framework uses seven critical elements to consider carefully when devising an online marketing strategy and design to target and appeal of both potential and current customers. These 7C online marketing frameworks are core goals, contextual elements, content, community, communication, commerce, and connection.
  6. 6. Wheel of Social Media Engagement The five steps that drive social media… Information effect: the outcome of digital marketing in which relevant information is spread by firms or individuals to other members of their social network. Connected effect: the outcome of social media that satisfies humans innate need to connect with other people Network effect: the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster’s vast connections across social media, causing information to spread fast Dynamic effect: A twofold engagement. Nature that is very efficient to get information or resolve disputes. It can provide the firm with insights into how to provide or service in the future. Customers can also communicate. Timeless effect: social media engagement is concerned with the firm being able to engage with the consumer at the right place and time.
  7. 7. Going Mobile with Apps 81% of adults have smartphones… making purchases through apps. Though most apps are free they still have in-app features for purchasing which are called freemium apps. Paid apps charge the customer up-front to download the app.
  8. 8. How should firms engage? Through three stages… Listening : Companies can learn a lot about their customer by listening what they say on their socials. Analyzing : You must determine and understand the data collected from social media to assess what consumers are saying and want. Implementing (doing) : Firms must use their connections to increase their business.
  9. 9. How To Campaign…
  10. 10. Influencer Influencer marketing is a strategy that uses opinion leaders, popular on social media, to drive marketing messages to a targeted audience. Firms hire these well-known names to promote their brand message to their followers. This is about 75% of the social marketing used.
  11. 11. Influencer Types of influencers: Celebrity- influencers, micro-influencers, blog-influencers How it works: They give an offer to the influencer to carry their message to their followers so they receive value. They do this with the 4R’s, relevance, reach, response, and return.

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