A PowerPoint presentation discussing the factors that go into digital marketing as well as conscious marketing. Uncovering how to market with social media and influencers while staying conscious to the environment and the company's stakeholders.
2. Digital Marketing
Digital Marketing includes all
online marketing activities: digital
assets, channels, and medias.
Web design, blogging, and
search engine optimization are
the most prominent. Social
media is also an important
concept within the domain of
digital media.
3. Social Media
Social media is numerous electronic
communications in which users can share
information, ideas, and other content. Social
media allows users to share in a virtual
community through apps, blogs, videos, and
other software.
Marketers can use social media to
communicate with and learn about consumers.
Many firms offer online platforms, services,
and tools to build relationships with their
customers. Consumers are also able to
publish or find reviews for products online.
4. The 4E Framework of Digital
Marketing
Use digital offers to excite the customer. To excite the customer about an idea, product, or company,
relevant mobile apps and games can be used.
Excite
Educate the customer about the product's value and benefits.
Educate
Whether directly or indirectly, allow customers to try out a product be for they buy it. Customers can
experience products though You-Tube reviews, "try before you buy" services, etc.
Experience
Give customers the opportunity to use the firm's digital activities. Hashtags, blogs, and challenges
can help customers engage with the firm and its products.
Engage
5. The 7C Online Marketing Framework
1. Core Goals: The basis of any marketing strategy. Websites usually have the primary goal
of engaging users for them to spend time interacting with their content.
2. Contextual Elements: Traditional context like design and navigation of a website.
3. Content: The information on the site such as videos, graphics, and text. Information
should be relevant to the target market.
4. Community: Create an online community by interacting with customers through
comments, videos, responses, etc.
5. Communication: Provide customers with a way to contact the company such as live
chat, instant message, or e-mail.
6. Commerce: Offer various ways for customers to purchase items at any time.
7. Connection: Use a call to action to encourage users to spend more time on the website.
6. The Wheel of Social
Media Engagement
Five effects that drive social media.
• The Information Effect: relevant information spread
from firms or individuals to others in their network.
• The Connected Effect: an outcome of social media
that fulfills the human need to connect with others.
• The Network Effect: the instant spread and influence
of information.
• The Dynamic Effect: the way information is
exchanged and the impact of the network effect.
• The Timeliness Effect: the firm being able to engage
with the customer 24/7 from any location.
7. Influencer Marketing
A marketing strategy that drives messages
to a target audience using opinion leaders
and social media influencers. Brands must
predict results before hiring influencers
using the 4Rs.
The 4Rs:
• Relevance: how the influencer and
their followers link with the message.
• Reach: the number of followers, level of
activity, and degree of engagement of
an influencer.
• Response: what the campaign aims to
achieve.
• Return: financial returns, usually return
on investment (ROI).
8. Conscious Marketing
A marketing approach that holds a sense of
purpose for the firm other than just making a
profit. Conscious marketing uses four
principles:
1. Recognition of a higher purpose.
2. Stakeholder consideration.
3. Conscious leadership and creating a
corporate culture.
4. Understanding ethically based decisions.
9. Corporate Social Responsibility
Firms acknowledge that they have a
responsibility to society, not just economic and
legal duties. CSR is related to the demands,
expectations, requirements, and desires of their
stakeholders. Firms use CSR to achieve the
triple bottom line: economic, social, and
environmental performance.
10. Conscious Marketing Stakeholders
Employees: ensure a safe working environment and benefits to keep employees happy.
Customers: consider current and future customers by reacting to trends and shifts in society.
Marketplace: a firm's partners and competitors often follow each other's paths to stay
competitive using conscious marketing practices.
Society: a broad range of varied stakeholders demand the firm acts with responsibility to improve
the community and environment.
Environment: sustainability, combines considerations from all stakeholders.
11. Ethical Decision-Making Framework
Ethics are moral principles that aid in distinguishing right from wrong. There
are four steps to make ethical decisions:
1. Identify the issues.
2. Gather information and identify stakeholders.
3. Brainstorm and evaluate alternatives.
4. Choose a course of action.
