1. Digital Marketing
Social Media Marketing
Content Marketing M.Sc. in International Marketing, AUEB
Cross-Cultural Consumer Behavior
Instructor:
Dr. Kokkinaki
Group members:
Lamprou Vasiliki, Makrodimitri Eleni,
Papastoitsi Efstathia, Politi Ioanna
2. Digital marketing is a broad term that refers
to various promotional techniques deployed to
reach customers via digital technologies.
(Yasmin, Tasneem, & Fatema, 2015)
It embodies an extensive selection
of service, product and brand
marketing tactics which mainly use
Internet as a core promotional
medium in addition to mobile and
traditional TV and radio.
7. Why do people use social media?
(Gratification theory)
⌲Information
⌲Entertainment
⌲Social aspects
(Stafford, Stafford & Schkade, 2004)
⌲Self-actualization
⌲Self-expression
(Shao, 2009; Courtois et al., 2009)
8. WHY DO BRANDS
USE
SOCIAL MEDIA
MARKETING?
Increase brand recognition
Improve brand loyalty
Decrease marketing costs
Gain marketplace insights
Increase conversion rates
(DeMers, 2014)
9. CONTENT MARKETING AS FOOD
Content marketing is a strategic
marketing approach focused on
creating and distributing valuable,
relevant, and consistent content to
attract and retain a clearly-defined
audience — and, ultimately, to
drive profitable customer action.
(“What is content marketing?”, 2016)
12. “I keep six honest serving-men (They taught me all I knew); Their
names are What and Why and When and How and Where and
Who”.
Why: The reason for doing something
Who: “customer aware” – serve needs, solve problems
What: Creating what’s right for your brand and serves your customers
When: When does this happen? How often?
Where: Which is the most appropriate digital channel?
How: How can we measure it?
(Kipling, 1902)
15. •Blumler, J. & Katz, E. (1974). The Uses of mass communications (1st ed.). Beverly Hills: Sage Publications.
•Courtois, C., Mechant, P., De Marez, L., & Verleye, G. (2009). Gratifications and Seeding Behavior of Online
Adolescents. Journal Of Computer-Mediated Communication, 15(1), 109-137.
http://dx.doi.org/10.1111/j.1083-6101.2009.01496.x
•de Valck, K., van Bruggen, G., & Wierenga, B. (2009). Virtual communities: A marketing perspective.
Decision Support Systems, 47(3), 185-203. http://dx.doi.org/10.1016/j.dss.2009.02.008
•Felix, R., Rauschnabel, P., & Hinsch, C. (2016). Elements of strategic social media marketing: A holistic
framework. Journal Of Business Research, 70, 118-126. http://dx.doi.org/10.1016/j.jbusres.2016.05.001
•Godin, S. (1999). Permission marketing (1st ed.). New York: Simon & Schuster.
•Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media
behavior. Journal Of Consumer Behaviour, 10(6), 356-364. http://dx.doi.org/10.1002/cb.376
•Hudson, S., Huang, L., Roth, M., & Madden, T. (2016). The influence of social media interactions on
consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors.
International Journal Of Research In Marketing, 33(1), 27-41.
http://dx.doi.org/10.1016/j.ijresmar.2015.06.004
Reference list: Academic references
16. •Kipling, R. (1902). Just so stories for little children (1st ed.). New York: Doubleday, Page & Co.
•Mangold, W. & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons,
52(4), 357-365. http://dx.doi.org/10.1016/j.bushor.2009.03.002
•Phua, J., Jin, S., & Kim, J. (2016). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow
brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand
identification, brand engagement, brand commitment, and membership intention. Telematics And Informatics,
34(1), 412-424. http://dx.doi.org/10.1016/j.tele.2016.06.004
•Rose, R. & Pulizzi, J. (2011). Managing content marketing (1st ed.). Cleveland, OH: CMI Books.
•Rowley, J. (2008). Understanding digital content marketing. Journal Of Marketing Management, 24(5-6), 517-540.
http://dx.doi.org/10.1362/026725708x325977
•Shao, G. (2009). Understanding the appeal of user‐generated media: a uses and gratification perspective.
Internet Research, 19(1), 7-25. http://dx.doi.org/10.1108/10662240910927795
•Silverman, M. (2012). Capturing Community: how to build, manage, and market your online community (1st ed.).
Cleveland, Ohio: CMI Books.
17. •Stafford, T., Stafford, M., & Schkade, L. (2004). Determining Uses and Gratifications for the Internet. Decision
Sciences, 35(2), 259-288. http://dx.doi.org/10.1111/j.00117315.2004.02524.x
•Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An
Empirical Study. The International Journal Of Management Science And Business Administration, 1(5), 69-80.
http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.15.1006
18. Reference list: Online references
•Ames, E. (2015). Need Help Understanding the Digital Marketing Landscape?. American Marketing Association.
Retrieved from https://www.ama.org/Pages/need-help-understanding-the-digital-landscape.aspx
•DeMers, J. (2014, August 11). The top 10 benefits of social media marketing. Forbes. Retrieved from
http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-
marketing/#19731fcb2a4d
•Griffith, E. (2011, October 4). Social Media's Universal Soldiers and Other Metaphors Describing social media
marketing is like. Advertising Week. Retrieved from http://www.adweek.com/advertising-week/social-medias-
universal-soldiers-and-other-metaphors-135458
•What is content marketing? (2016). Content Marketing Institute. Retrieved from
http://contentmarketinginstitute.com/what-is-content-marketing
•Patel, N. (2016, July 11). 8 (More) Absolutely Brilliant Content Marketing Innovations From the World’s Best
Brands. Content Marketing Institute. Retrieved from http://contentmarketinginstitute.com/2016/07/content-
marketing-best-brands/
•Pulido, A., Stone, D., Strevel, J. (2014, March). The three Cs of customer satisfaction: Consistency, Consistency,
Consistency. McKinsey & Company. Retrieved from http://www.mckinsey.com/industries/retail/our-insights/the-
three-cs-of-customer-satisfaction-consistency-consistency-consistency /
19. •Saunders, L. (2015, October 1). Seven golden rules for content marketing. Marketing Week. Retrieved from
https://www.marketingweek.com/2015/10/01/seven-golden-rules-for-content-marketing
•Schaefer, M. W. (2016, June 14). What marketers need to know about chat Apps. Harvard Business Review. Retrieved
from https://hbr.org/2016/06/what-marketers-need-to-know-about-chat-apps
•Soat, M., (2015, October). Content Marketing and Sponsored Content: How to Find the Balance. American Marketing
Association. Retrieved from https://www.ama.org/publications/MarketingNews/Pages/your-hearts-content.aspx
•Tesseras, L. (2015, September 24). Marketers should embrace user-generated content. Marketing Week. Retrieved from
https://www.marketingweek.com/2015/09/24/marketers-should-embrace-user-generated-content/
• Westergaard, N. (2016, May 26). Your Content Marketing Strategy Doesn’t Have to Be Complicated. Harvard Business
Review. Retrieved from https://hbr.org/2016/05/your-content-marketing-strategy-doesnt-have-to-be-complicated
