Donna Smith The World of Online & Social Media Marketing

1. THE WORLD OF
ONLINE & SOCIAL
MEDIA MARKETING

2. AGENDA Digital marketing encompasses a broad
range of online marketing activities
beyond social media, including websites,
email, SEO, PPC and more. Social
media marketing focuses specifically on
leveraging social media platforms for
marketing purposes. Another difference
comes with audience targeting and
engagement.
~~West Virginia University~~

3. THE 4E FRAMEWORK for DIGITAL MARKETING
• Excite customers with relevant
offers
• Educate them about the
offering
• Help them experience
products, whether directly or
indirectly
• Give them an opportunity to
engage with the firms digital
marketing activities

4. Online Marketing
THE 7C ONLINE MARKETING FRAMEWORK
As a primary element of digital marketing, online marketing might
be the most familiar and well-established. It continues to grow
rapidly, expanding into innovative new marketing activities in
various electronic channels, such as websites and throughout-
sharing sites, which are more widely know as blogs.
7.
Connection
1.
core goals
2. contextual
elements
3.
Content
4.
Community
5.
communication
6.
Commerce

5. Content is a key Factor
Contextual elements must be in alignment with the target
markets. The information content on the slide (text, graphic, video
and audio) are critical to being successful with the 4Es of digital
marketing.

6. The wheel of social media engagement
MARKETERS RECOGNIZE
THE IMPORTANCE OF
ENGAGING CUSTOMERS;
SOCIAL MEDIA ENGAGEMENT
OFFERS A PROFITABLE WAY
TO ENGAGE CUSTOMERS BY
TAKING THEIR CURRENT
BEHAVIOR INTO ACCOUNT
WHILE ALSO SETTING THE
STAGE FOR FUTURE
BEHAVIOR. THE GROWTH OF
SOCIAL MEDIA AND THEIR
EFFECTS IN TURN STEM
FROM SEVERAL RELATED
FACTORY
1.
Information
2.
Connected
3.
Network
4.
Dynamic
5.
Timeliness

7. Social Media Engagement Metrics
• Likes
 Retweets
 Shares
 Replies
• Comments
 Mentions
 Link Clicks
 Influencer Reach

8. Going Mobile and social
In the United States, 81 percent of adults own a smartphone, and more than half
of them make purchases on these devices. More than 200 billion apps were
downloaded globally in 2018, and customers are expected to spend $189 billion
on mobile aps by 2020. Although lots of apps are free to download, many have
in-app features for purchase and display ads. Remarkably, 98 percent of the
revenue generated from apps is made from these “free apps.

9. Social Media engagement process
Listen
systematic monitoring,
utilizing social media
monitoring tools
Analyze
Amount of traffic, who
they are? Where do they
come from?
Do
Use data for
personalized offers,
aggregate data to
understand trends

11. THANK YOU