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Digital Marketing
By Symone Laws
What is Digital Marketing?
All online marketing activities, which includes all digital assets,
channels, and media, spanning not just online but also social
media and mobile marketing.
Who Uses It?
EVERYONE
Small and large businesses alike utilize digital marketing.
All you need is a Domain and/or Social Media account!!!
The 4E Framework
● Excite Customers with relevant
offers
● Educate customers about the
offerings
● Experience Products directly or
indirectly
● Engagement
The Wheel of
Social Media
Engagement
1. Information effect
2. Connect effect
3. Network Effect
4. Dynamic Effect
5. Timeliness Effect
Categories of Social Media Promotion
1. Social Networking Sites (Facebook)
2. Media-sharing Sites (Youtube)
3. Thought-sharing Sites (Twitter)
Popular Digital Marketing Opportunities
● Youtube
● Twitter
● Instagram
● Facebook
● LinkedIn
New apps are always being created so there are always new marketing
opportunities
Customer Motivations
1. “Me time”
2. Socialize
3. Shop
4. Accomplish
5. Prepare
6. Discover
7. Self-Express
Apps meet these 7 basic customer motivations:
Application Payment
● Ad-supported
○ Free to download, but adds are included.
● Freemium
○ Free to download and includes in-app purchases to enhance the app.
● Paid
○ Pay to download and receive full access.
● In-app Purchases
○ Pay to download and includes in-app purchases to enhance the app.
The 3 Step Engagement Process
1. Listen
a. Systematic monitoring; utilizing social media monitoring tools (sentiment
analysis)
2. Analyze
a. Using the “Listen” data, analyze traffic using metrics. (bounce rate, clich
paths,and conversion rates)
3. Use the Information
a. Information will be used to develop tactics to engage their customers.

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Digital marketing

  • 2. What is Digital Marketing? All online marketing activities, which includes all digital assets, channels, and media, spanning not just online but also social media and mobile marketing.
  • 3. Who Uses It? EVERYONE Small and large businesses alike utilize digital marketing. All you need is a Domain and/or Social Media account!!!
  • 4. The 4E Framework ● Excite Customers with relevant offers ● Educate customers about the offerings ● Experience Products directly or indirectly ● Engagement
  • 5. The Wheel of Social Media Engagement 1. Information effect 2. Connect effect 3. Network Effect 4. Dynamic Effect 5. Timeliness Effect
  • 6. Categories of Social Media Promotion 1. Social Networking Sites (Facebook) 2. Media-sharing Sites (Youtube) 3. Thought-sharing Sites (Twitter)
  • 7. Popular Digital Marketing Opportunities ● Youtube ● Twitter ● Instagram ● Facebook ● LinkedIn New apps are always being created so there are always new marketing opportunities
  • 8. Customer Motivations 1. “Me time” 2. Socialize 3. Shop 4. Accomplish 5. Prepare 6. Discover 7. Self-Express Apps meet these 7 basic customer motivations:
  • 9. Application Payment ● Ad-supported ○ Free to download, but adds are included. ● Freemium ○ Free to download and includes in-app purchases to enhance the app. ● Paid ○ Pay to download and receive full access. ● In-app Purchases ○ Pay to download and includes in-app purchases to enhance the app.
  • 10. The 3 Step Engagement Process 1. Listen a. Systematic monitoring; utilizing social media monitoring tools (sentiment analysis) 2. Analyze a. Using the “Listen” data, analyze traffic using metrics. (bounce rate, clich paths,and conversion rates) 3. Use the Information a. Information will be used to develop tactics to engage their customers.