SlideShare a Scribd company logo
DIGITAL MARKETING
ONLINE SOCIAL AND MOBILE.
By: Tasha Harris
DIGITAL MARKETING
In 2023:
• 92% of individuals in the United States
own a smartphone.
• 148.2 billion apps were downloaded by
users
• 171 billion dollars were generated via
purchases through mobile apps
globally
The use of digital channels to market
products and services. This includes the
use of websites, mobile devices, social
media, search engines, apps and other
similar channels.
THE 4E FRAMEWORK OF DIGITAL
MARKETING
Education Experience Engagement
Excitement
Excite the Customer Educate the
Customer
Experience the
Product or
Service
Engage the
Customer
THE 7C ONLINE MARKETING FRAMEWORK
Core Goals
Communication
Contextual
elements
(design &
navigation)
Commerce
Content
Connection
Community
Seven critical elements that marketers must consider
when devising an online marketing strategy, designing
websites and blogs to target and appeal to both
potential and current customers.
THE 7C
ONLINE
MARKETING
FRAMEWOR
K
Core Goals: engage its users by encouraging them to
spend time viewing and interacting with its content
and engage in ecommerce.
Contextual Elements: involves website design and
navigation that align with the target market
Content: includes text, graphics, video and audio.
These are critical to being successful and keeping
customers engaged.
Community: allows customers to interact, social, share
information and create a sense of community by
posting comments, reviews, responses, images,
videos, and suggestions for new products and
services. These include – blogs, microblogs, personal
blogs, corporate blogs, professional blogs and
crowdsourcing.
Communication: precise, meaningful and helpful
content. How effectively can companies interact with
site visitors. This could be through live-chat, email or
telephone.
Commerce: providing consumers with a varying range
of options for purchasing, such as mobile apps, as
well as websites.
Connection: provides customers with a call-to-action
buttons. Buy Now, Learn More, and Show Your Support
are examples that encourage visitors to explore more
throughout the website.
THE WHEEL OF SOCIAL MEDIA
ENGAGEMENT
THE FIVE EFFECTS THAT DRIVE SOCIAL MEDIA
Information
Connected
Network
Dynamic
Timeliness
Engageme
nt
THE WHEEL OF SOCIAL MEDIA ENGAGMENT
Information Effect: outcome of
digital marketing where relevant
information is spread to members
of their social network.
Connected Effect: outcome of social
media that satisfies humans need
to connect with others.
Network Effect: outcome of social
media engagement where every
time someone posts information, it
is transferred to the poster’s social
media connections and spread
instantly.
Dynamic Effect: describes the way
information is exchanged with
network users through
communication. This back-and-
forth communication promotes
engagement and makes consumers
more likely to purchase.
Timeliness Effect: is concerned with
the company being able to engage
with customers at the right time –
24/7 from any location.
Responding to customers in a
timely manner can impact purchase
intentions.
APP PRICING MODELS
AD-SUPPORTED
APPS
• Free to download
• Ads appear on the
screen.
• Generate revenues while
users interact with the
app
FREEMIUM APPS
• Free to download
• Include In-app
purchases for users to
enhance an app or
game
PAID APPS
• Charges customer up-
front to download the
app
• Offers full functionality
once downloaded
• Some also offer further
in-app purchases for
additional functionality
SOCIAL MEDIA ENGAGEMENT PROCESS
Determining how firms should engage with their consumers using online, social and mobile
media.
•Systematic
Monitoring
•Utilizing Social Media
Monitoring Tools
Listen
•Amount of Traffic
•Who are they?
•Where do they come
from?
Analyze •Use data for
personalized offers
•Aggregate data to
understand trends
Do
STEPS TO
CREATING
A
MARKETING
CAMPAIGN
Identify Strategy and Goals
Identify Target Audience
Develop a Budget
Develop the Campaign: Experiment and Engage
Monitor and Change
What does the firm hope to promote &
achieve?
Who will the firm target?
What is the firms allotted marketing
budget?
Develop communications, copy and images.
Final Step: Review the success and make
changes.
INFLUENCER MARKETING
Marketing strategy that uses opinion leaders and popular
social media users to drive marketing to a targeted
audience.
Remember the 4Rs – Relevance, Reach, Response, and Return.
Does the influencer and their followers coincide with the brand and its message?
Does the influencer have reach? This depends on the influencers follower count, level of activity and engagement with
followers.
How are the influencers followers responding to the message. Are followers liking and commenting?
What is the ROI? Has the influencer marketing campaign increased revenue?
TYPES OF INFLUENCERS
Large Following, Widely Recognized
Celebrity
• Social Media
• Print
• Television Modest Following, Niche Interest
Micro
• Posts on Social Media sites
• Shared Promo codes
Writes for blog & has attracted readers/subscribers
Blog
• Reviews on blog
• Guest blog posts
Popular on Social Platforms among followers in target
audience
Social Media
• Pictures posted with product
• Shared hashtags
• Features videos with product
Key Opinion Leader, Expert in a Specific Field
Specialized
• Social Media – Tutorials or Reviews
• Blog posts
• Sponsored Print articles
• Articles in Academic Journals

More Related Content

Similar to Digital Marketing Online Social and Mobile

Evolution Not Revolution: The Social Intelligence Maturity Model
Evolution Not Revolution: The Social Intelligence Maturity ModelEvolution Not Revolution: The Social Intelligence Maturity Model
Evolution Not Revolution: The Social Intelligence Maturity Model
Todd Todd
 
MRK2100 Digital Marketing Slideshow
MRK2100 Digital Marketing SlideshowMRK2100 Digital Marketing Slideshow
MRK2100 Digital Marketing Slideshow
Katie965378
 
Mastering Digital Marketing
Mastering Digital Marketing Mastering Digital Marketing
Mastering Digital Marketing
PriscaAugustine
 
Digital Marketing & Social Media
Digital Marketing & Social MediaDigital Marketing & Social Media
Digital Marketing & Social Media
Kayla362635
 
Point of view slideshare
Point of view slidesharePoint of view slideshare
Point of view slideshare
SydneyAnderson32
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
digitaldaddy
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
digitaldaddy
 
Internet - Digital Marketing
Internet - Digital MarketingInternet - Digital Marketing
Internet - Digital Marketing
Heru WIjayanto
 
Chapter 3 - Digital marketing: Online, Social, and Mobile
Chapter 3 - Digital marketing: Online, Social, and MobileChapter 3 - Digital marketing: Online, Social, and Mobile
Chapter 3 - Digital marketing: Online, Social, and Mobile
KarenCastillo643847
 
POV Slideshare
POV SlidesharePOV Slideshare
POV Slideshare
AutumnShaver
 
The definitive-guide-to-social-media-marketing-marketo
The definitive-guide-to-social-media-marketing-marketoThe definitive-guide-to-social-media-marketing-marketo
The definitive-guide-to-social-media-marketing-marketo
Tara Boras
 
The definitive-guide-to-social-media-marketing-marketo
The definitive-guide-to-social-media-marketing-marketoThe definitive-guide-to-social-media-marketing-marketo
The definitive-guide-to-social-media-marketing-marketo
YING LUI ALAN SIU
 
Where's the Real Money?
Where's the Real Money?Where's the Real Money?
Where's the Real Money?
iMedia Connection
 
Marketo - The Definitive Guide to Social Media Marketing
Marketo - The Definitive Guide to Social Media MarketingMarketo - The Definitive Guide to Social Media Marketing
Marketo - The Definitive Guide to Social Media Marketing
Ambachtelijke Marketing
 
Platforum Logicav3.0
Platforum Logicav3.0Platforum Logicav3.0
Platforum Logicav3.0
Elaine Doherty
 
Social marketing decklet 2 8-11
Social marketing decklet 2 8-11Social marketing decklet 2 8-11
Social marketing decklet 2 8-11
briantell
 
Intro To Social Media Marketing 2023.pdf
Intro To Social Media Marketing 2023.pdfIntro To Social Media Marketing 2023.pdf
Intro To Social Media Marketing 2023.pdf
Lamiaa Ahmed
 
What is Digital Marketing? Advantages and Disadvantages
What is Digital Marketing? Advantages and DisadvantagesWhat is Digital Marketing? Advantages and Disadvantages
What is Digital Marketing? Advantages and Disadvantages
newshariqueraza2
 
Influencer Marketing Strategy - A Six Step Guide
Influencer Marketing Strategy - A Six Step GuideInfluencer Marketing Strategy - A Six Step Guide
Influencer Marketing Strategy - A Six Step Guide
Gary Fox
 
Why you need social media for your business
Why you need social media for your businessWhy you need social media for your business
Why you need social media for your business
Mapplinks
 

Similar to Digital Marketing Online Social and Mobile (20)

Evolution Not Revolution: The Social Intelligence Maturity Model
Evolution Not Revolution: The Social Intelligence Maturity ModelEvolution Not Revolution: The Social Intelligence Maturity Model
Evolution Not Revolution: The Social Intelligence Maturity Model
 
MRK2100 Digital Marketing Slideshow
MRK2100 Digital Marketing SlideshowMRK2100 Digital Marketing Slideshow
MRK2100 Digital Marketing Slideshow
 
Mastering Digital Marketing
Mastering Digital Marketing Mastering Digital Marketing
Mastering Digital Marketing
 
Digital Marketing & Social Media
Digital Marketing & Social MediaDigital Marketing & Social Media
Digital Marketing & Social Media
 
Point of view slideshare
Point of view slidesharePoint of view slideshare
Point of view slideshare
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
Internet - Digital Marketing
Internet - Digital MarketingInternet - Digital Marketing
Internet - Digital Marketing
 
Chapter 3 - Digital marketing: Online, Social, and Mobile
Chapter 3 - Digital marketing: Online, Social, and MobileChapter 3 - Digital marketing: Online, Social, and Mobile
Chapter 3 - Digital marketing: Online, Social, and Mobile
 
POV Slideshare
POV SlidesharePOV Slideshare
POV Slideshare
 
The definitive-guide-to-social-media-marketing-marketo
The definitive-guide-to-social-media-marketing-marketoThe definitive-guide-to-social-media-marketing-marketo
The definitive-guide-to-social-media-marketing-marketo
 
The definitive-guide-to-social-media-marketing-marketo
The definitive-guide-to-social-media-marketing-marketoThe definitive-guide-to-social-media-marketing-marketo
The definitive-guide-to-social-media-marketing-marketo
 
Where's the Real Money?
Where's the Real Money?Where's the Real Money?
Where's the Real Money?
 
Marketo - The Definitive Guide to Social Media Marketing
Marketo - The Definitive Guide to Social Media MarketingMarketo - The Definitive Guide to Social Media Marketing
Marketo - The Definitive Guide to Social Media Marketing
 
Platforum Logicav3.0
Platforum Logicav3.0Platforum Logicav3.0
Platforum Logicav3.0
 
Social marketing decklet 2 8-11
Social marketing decklet 2 8-11Social marketing decklet 2 8-11
Social marketing decklet 2 8-11
 
Intro To Social Media Marketing 2023.pdf
Intro To Social Media Marketing 2023.pdfIntro To Social Media Marketing 2023.pdf
Intro To Social Media Marketing 2023.pdf
 
What is Digital Marketing? Advantages and Disadvantages
What is Digital Marketing? Advantages and DisadvantagesWhat is Digital Marketing? Advantages and Disadvantages
What is Digital Marketing? Advantages and Disadvantages
 
Influencer Marketing Strategy - A Six Step Guide
Influencer Marketing Strategy - A Six Step GuideInfluencer Marketing Strategy - A Six Step Guide
Influencer Marketing Strategy - A Six Step Guide
 
Why you need social media for your business
Why you need social media for your businessWhy you need social media for your business
Why you need social media for your business
 

Recently uploaded

Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdfLuxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
KiranRai75
 
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Veronika Höller
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
Vbout.com
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
Blue Atlas Marketing
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
1Solutions Pvt. Ltd.
 
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineNo Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
vishc81
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess,  OutgrowGrowth Marketing in 2024 - Randy Rayess,  Outgrow
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Lauren Polinsky
 
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Kopa Global Technologies
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
complete knowledge
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
Ishaaq6
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
Shuntaro Kogame
 
Concept of Marketing Information systems .ppt(1).pptx....
Concept of  Marketing  Information systems .ppt(1).pptx....Concept of  Marketing  Information systems .ppt(1).pptx....
Concept of Marketing Information systems .ppt(1).pptx....
arshrathee745
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu

Recently uploaded (20)

Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdfLuxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
 
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
 
How to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand OutHow to Make Your Trade Show Booth Stand Out
How to Make Your Trade Show Booth Stand Out
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
 
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineNo Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
 
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
 
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess,  OutgrowGrowth Marketing in 2024 - Randy Rayess,  Outgrow
Growth Marketing in 2024 - Randy Rayess, Outgrow
 
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYAmazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAY
 
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
 
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed GuideMastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
 
Concept of Marketing Information systems .ppt(1).pptx....
Concept of  Marketing  Information systems .ppt(1).pptx....Concept of  Marketing  Information systems .ppt(1).pptx....
Concept of Marketing Information systems .ppt(1).pptx....
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 

Digital Marketing Online Social and Mobile

  • 1. DIGITAL MARKETING ONLINE SOCIAL AND MOBILE. By: Tasha Harris
  • 2. DIGITAL MARKETING In 2023: • 92% of individuals in the United States own a smartphone. • 148.2 billion apps were downloaded by users • 171 billion dollars were generated via purchases through mobile apps globally The use of digital channels to market products and services. This includes the use of websites, mobile devices, social media, search engines, apps and other similar channels.
  • 3. THE 4E FRAMEWORK OF DIGITAL MARKETING Education Experience Engagement Excitement Excite the Customer Educate the Customer Experience the Product or Service Engage the Customer
  • 4. THE 7C ONLINE MARKETING FRAMEWORK Core Goals Communication Contextual elements (design & navigation) Commerce Content Connection Community Seven critical elements that marketers must consider when devising an online marketing strategy, designing websites and blogs to target and appeal to both potential and current customers.
  • 5. THE 7C ONLINE MARKETING FRAMEWOR K Core Goals: engage its users by encouraging them to spend time viewing and interacting with its content and engage in ecommerce. Contextual Elements: involves website design and navigation that align with the target market Content: includes text, graphics, video and audio. These are critical to being successful and keeping customers engaged. Community: allows customers to interact, social, share information and create a sense of community by posting comments, reviews, responses, images, videos, and suggestions for new products and services. These include – blogs, microblogs, personal blogs, corporate blogs, professional blogs and crowdsourcing. Communication: precise, meaningful and helpful content. How effectively can companies interact with site visitors. This could be through live-chat, email or telephone. Commerce: providing consumers with a varying range of options for purchasing, such as mobile apps, as well as websites. Connection: provides customers with a call-to-action buttons. Buy Now, Learn More, and Show Your Support are examples that encourage visitors to explore more throughout the website.
  • 6. THE WHEEL OF SOCIAL MEDIA ENGAGEMENT THE FIVE EFFECTS THAT DRIVE SOCIAL MEDIA Information Connected Network Dynamic Timeliness Engageme nt
  • 7. THE WHEEL OF SOCIAL MEDIA ENGAGMENT Information Effect: outcome of digital marketing where relevant information is spread to members of their social network. Connected Effect: outcome of social media that satisfies humans need to connect with others. Network Effect: outcome of social media engagement where every time someone posts information, it is transferred to the poster’s social media connections and spread instantly. Dynamic Effect: describes the way information is exchanged with network users through communication. This back-and- forth communication promotes engagement and makes consumers more likely to purchase. Timeliness Effect: is concerned with the company being able to engage with customers at the right time – 24/7 from any location. Responding to customers in a timely manner can impact purchase intentions.
  • 8. APP PRICING MODELS AD-SUPPORTED APPS • Free to download • Ads appear on the screen. • Generate revenues while users interact with the app FREEMIUM APPS • Free to download • Include In-app purchases for users to enhance an app or game PAID APPS • Charges customer up- front to download the app • Offers full functionality once downloaded • Some also offer further in-app purchases for additional functionality
  • 9. SOCIAL MEDIA ENGAGEMENT PROCESS Determining how firms should engage with their consumers using online, social and mobile media. •Systematic Monitoring •Utilizing Social Media Monitoring Tools Listen •Amount of Traffic •Who are they? •Where do they come from? Analyze •Use data for personalized offers •Aggregate data to understand trends Do
  • 10. STEPS TO CREATING A MARKETING CAMPAIGN Identify Strategy and Goals Identify Target Audience Develop a Budget Develop the Campaign: Experiment and Engage Monitor and Change What does the firm hope to promote & achieve? Who will the firm target? What is the firms allotted marketing budget? Develop communications, copy and images. Final Step: Review the success and make changes.
  • 11. INFLUENCER MARKETING Marketing strategy that uses opinion leaders and popular social media users to drive marketing to a targeted audience. Remember the 4Rs – Relevance, Reach, Response, and Return. Does the influencer and their followers coincide with the brand and its message? Does the influencer have reach? This depends on the influencers follower count, level of activity and engagement with followers. How are the influencers followers responding to the message. Are followers liking and commenting? What is the ROI? Has the influencer marketing campaign increased revenue?
  • 12. TYPES OF INFLUENCERS Large Following, Widely Recognized Celebrity • Social Media • Print • Television Modest Following, Niche Interest Micro • Posts on Social Media sites • Shared Promo codes Writes for blog & has attracted readers/subscribers Blog • Reviews on blog • Guest blog posts Popular on Social Platforms among followers in target audience Social Media • Pictures posted with product • Shared hashtags • Features videos with product Key Opinion Leader, Expert in a Specific Field Specialized • Social Media – Tutorials or Reviews • Blog posts • Sponsored Print articles • Articles in Academic Journals