Derin Dolen is a very focused and driven professional with great vision on global trends and its effects in the financial world. He is an articulate, charismatic individual with energy and integrity

1. Digital Marketing and Social Networking

2. Learning Objectives
 Describe the growths and benefits of digital marketing
 Learn how types of consumer-generated marketing
and digital media can be used as effective marketing
tools
 Understand the changing digital media behaviors of
consumers

3. Learning Objectives
 Understand and identify how digital media can be
used in an e-marketing strategy
 Identify legal and ethical considerations in digital
media and electronic marketing

4. Growth and Benefits of Digital
Marketing
 Digital media: Electronic media that function using
digital codes
 Digital marketing: Develops communication and
exchanges with customers through all digital media
 Electronic marketing: Using digital media and
digital marketing to:
 Distribute, promote, and price products
 Discover the desires of customers
 Help marketers to share information to the customers

5. Discussion
Point:-
• Digital Marketing
• Marketers can use a number
of digital media sites,
including YouTube, Facebook,
Pinterest, and Flickr, to
promote products and create
company awareness.

6. Growth and Benefits of Digital
Marketing
 Marketers use technology to form relationships,
coordinate, and communicate with stakeholders
 Small businesses - Use digital media to reach new
markets and access inexpensive communication
channels
 Large businesses - Use digital media to supplement
their brick-and-mortar stores

7. Consumer-Generated Marketing
 Trends that have caused consumer-generated
information to gain importance
 Use of blogs or digital media by consumers to publish
their thoughts, opinions, reviews, and product
discussions
 Consumers’ tendencies to trust other consumers over
corporations

8. Types of Digital Media
 Social networking sites
 Blogs and wikis
 Media-sharing sites
 Virtual reality sites
 Mobile devices
 Applications and widgets

9. Social Network
 Web-based meeting place that allows users to create a
profile and connect with other users
 To get acquainted, keep in touch, or build a work related
network
 Marketers use them to:
 Promote products
 Handle questions and complaints
 Assist customers in buying decisions

10. Social Network
 Facebook
 Used by marketers to:
 Market products and interact with consumers
 Take advantage of free publicity
 Engage in e-commerce
 Engage in relationship marketing, making consumers feel
more connected to their products
 Twitter
 Hybrid of a social networking site and a micro-blogging
site
 Used to enhance customer service, create publicity
about products, and gain a competitive advantage

11. Blogs and Wikis
 Blog
 Web-based journal where writers can editorialize and interact with
other Internet users
 Gives consumers control and can affect the image of a company
 Used by corporations to:
 Answer consumer concerns
 Defend their corporate reputations
 Wiki
 Software that creates an interface enabling users to add or edit the
content of some types of websites
 Used as an internal tool for teams on projects requiring lots of
documentation
 Provides companies with a better idea of how consumers feel about the
company brand

12. Virtual Sites
 User-created, three-dimensional worlds that have
their own:
 Economies and currencies
 Lands and residents
 Offer opportunities for marketers to connect with
consumers in unique ways
 Used by some firms for recruiting purposes

13. Mobile Devices
 Allow customers to leave their desktops and access
digital networks from anywhere
 Common mobile marketing tools
 SMS messages and multimedia messages
 Mobile advertisements
 Mobile websites
 Location-based networks
 Mobile applications: Software programs that run on
mobile devices and give users access to certain content

14. Changing Digital Media Behaviors
of Consumers
 Consumers are better abled to regulate the
information that they view
 Result of digital media
 Marketers:
 Have limited control over the content to which users are
exposed
 Adopt a different approach than traditional marketing
 Effectively target their messages to the audience
 Easily track the success of their online marketing campaign
 Enjoy free publicity by way of positive customer feedback

15. E-Marketing Strategy
 Businesses use digital marketing to gain or maintain
market share
 Product considerations
 Opportunity to:
 Add a service dimension to traditional products
 Create products accessible only on the Internet
 Ability to access product information for any product
impacts buyer decision making
 Essential for continually upgrading products to meet
consumer needs

16. E-Marketing Strategy
 Online advertising campaigns and contests can be used
to help develop better products
 Distribution considerations
 Makes products available at the right time, place, and in
right quantities
 Helps businesses increase efficiency
 Push-pull dynamic
 Push products through the marketing channel to consumers
 Enable customers to pull products through the marketing
channel