Digital marketing involves using electronic media like the web, email, and mobile to manage and execute marketing. The marketing communication environment is changing as technologies allow consumers to interact and communicate through online channels and social media apps. Popular social media platforms include Facebook, Twitter, Instagram, Pinterest, LinkedIn, and YouTube, which businesses use to engage customers, build awareness, and increase social sharing. The document discusses definitions of digital marketing and social media, reviews key social media platforms and trends, and presents the SOSTAC model for planning digital campaigns.

1. Communication Marketing
Digital Marketing
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2. Agenda
• What is Digital Marketing?
• The Changing Marketing
Communication
Environment
• Current Digital Marketing
Trends
• Digital Media Platforms
• Social Media Landscapes
• SOSTAC model – overview
• Live Twitting
• Summary
• Questions

3. The Changing Marketing Communication Environment

4. What is Digital Marketing?
Digital marketing is defined as;
“The management and execution of
marketing using electronic media such as
the web, email, interactive TV (such as
YouTube) and wireless media in
conjunction with digital data about
customers characteristics and behaviours”
(Chaffey et al, 2006: p 10)

6. Digital media platforms
Social Network and community sites allow us to:
• Posting comments
• Replying to comments
• Sending messages
• Rating content
• Tagging content
• Sharing
• Liking
• Pinning

8. Social Media Definition
Social Media is putting the power back in the
hands of the consumer. Businesses have to
completely rethink how they market and how
they engage with their customers (Weber, 2009)
Social Media are digital media which encourage
audience participation, interaction and sharing
(Chaffey and Smith, 2008)

11. Social Media Landscape

12. Why Businesses use Social Media?

13. Commonly Used Social Media Platforms
Source: Stelzner (2014, 24)
n=2800

14. The Most Important Social Platform for Marketers is…
n=2800
Source: Stelzner (2014, 28)

15. Benefit of using Social Media
N=2800
Source: Stelzner (2014, 18)

16. What is Facebook?
• A social network founded in
February 2004 by Mark
Zuckerberg. Now has over
1.26 billion users
• There are more than 800
million people using
Facebook everyday
• Facebook is the most utilised
form of social media
globally

17. What is Twitter?
• Launched in July 2006
• A social network (a form of micro-blogging).
Now has over 550 million
users (340 million tweets per day)
• Enables users to send and read
‘tweets’, which are text messages
limited to 140 characters
• Not just about following friends but
about the power of disseminating
information succinctly and quickly

18. What is Instagram?
• Launched Oct 2010 – Dec 2010 = 1
million users
• July 2012 = 80 million users
• August 2012 became subsidiary
of Facebook
• 2012- launched photo apps,
profiles for web pages
• 2013- introduced video onto
Instagram
• September 2013 = 150 million
users

19. What is Pinterest?
• Founded in 2008
• Pinterest provides an online tool that enables users to collect, organise and
pin things that they find on websites and blogs.
• Pinterest has over 27 million active users as of July 2012 (Nielsens, 2012)

20. What is LinkedIn?
• LinkedIn is the largest online
business network website in the
world, with more than 20
million viewers and its growing
fast!!
• Founded in 2002 and launched
on 5th May 2003
• LinkedIn is a powerful tool to
build and maintain relationships
• People from all industries are
represented with a large variety
of job titles and profiled of high
level executives of all fortune
500 companies.

21. The Effective Use of YouTube
• A video-sharing website
launched in February 2005. More
than 1 billion unique users visit
YouTube each month
• Over 6 billion hours of video are
watched each month on
YouTube
• 100 hours of video are uploaded
to YouTube every minute
• Increase awareness for your
company
• Increase social shares through
video

22. Choosing the Right Platform
• Who is your audience?
- Demographic
- Industry
• Where are they online?
- Social Networks
- Blogging
- Online Communities

23. SOSTAC model

26. Summary
• Technologies are changing the way
consumers communicate and interact with
companies and consumers alike
• Digital Marketing involves distributing,
promoting and selling products through
electronic media channels.
• Online technologies and social media apps
have gained popularity among consumers

27. Other useful reading for this module:
Chaffey, D. and Ellis-Chadwick, F. (2012) Digital marketing: strategy,
implementation and practice. 5th ed. Harlow: Pearson. Chapter 1- 2.
Constantinides, E. & Fountain, S.J. (2008) Web 2.0: Conceptual
foundations and marketing issues, Journal of Direct, Data & Digital
Marketing Practice, Vol. 9, No. 3, pp. 231-244.
Kotler, P., Keller, K. L., Brady, M., Goodman, M. and Hansen, T. (2012)
Marketing management. 2nd ed. Upper Saddle River, New Jersey:
Pearson. Chapter 13.
Weber, L. (2009) Marketing to the Social Web: How Digital Customer
Communities Build Your Business, 2nd Edition, New Jersey, Wiley.

28. 2014 Social
Media
Marketing
Report
How Marketers are
using Social Media
to Grow their
Businesses
Michael A. Stelzner

29. (Source: www. smartinsights.com)