This SlideShare is about digital marketing. The main objectives, what to consider, how to engage users, and how to develop a successful digital marketing campaign in a world where a majority of marketing is done online. I created this using the helpful graphs and charts provided in the book, and based my project on how, why, and what makes digital marketing so important and crucial to today's market.

1. Foundations of Marketing

2. Introduction to
digital marketing
(All information used, is from the course textbook)
-Digital Marketing has changed the way that
brands and companies "communicate with, listen
to, and learn from customers."
-Digital Marketing allows companies to learn about
new trends, seek out customer input, and listen to
and assist their customers as well.
-Digital Marketing: pertains to all online marketing
activities, which includes all digital assets,
channels, and media, spanning not just online but
also social media and mobile marketing.
-Social Media: refers to online and mobile
technologies that create and distribute content to
facilitate interpersonal interactions, with the
assistance of various firms that offer platforms,
services, and tools to help consumers and firms
build their connections.

3. The 4E Framework
The framework for the main objectives of
digital marketing.
Excite the Customer
-implementing digital offers like apps, games, and social
networks like Instagram, Twitter, and YouTube to get the
customer excited about their products and services.
-Offers must be relevant to the targeted customers and
audiences
Educate the Customer
-Marketers have a great opportunity to educate consumers
about the brand's products, services, offers, and overall
value.
-"...education is all about reminding people what they
already know."
-This can also be used to better people's well-beings while
also marketing your company and communicating a larger
message

4. The 4E Framework
The framework for the main objectives of
digital marketing.
Experience the Product or Service
-Marketing through videos is a way to communicate
virtually how a product works, how to use it, and where you
can locate them.
-YouTube and other sites mimic a virtual and realistic
experience for the consumer.
-Having this experience available before you purchase has
expanded the market greatly.
Engage the Customer
-"With engagement comes action, the potential for a
relationship, and possibly even loyalty and commitment."
-However, there can be both positive and negative
engagement with your customers.
-Social Media is the main way to engage with customers
due to the abilities to create profiles and accounts to
interact with, post, and communicate with the target
audience

5. 7c Online Marketing
Framework
Seven elements to consider when developing an online marketing strategy.
Core Goals
-You need to have goals for your company.
-Generally, the main goal for online marketing is to engage your
customers to spend time on the website and interact with its features.
Contextual Elements
-This involves design and navigation elements on the website that
align with the target market, and overall purpose of the company or
created website.
Content
-Content is what is visually on the website (videos, graphics, images,
etc.).
-Content has to be relevant, exciting, and clear.
-Content needs to match up with the target market, and stay on brand
with the company, its products and/or services.
Community
-"Firms also use their websites and blogs actively to allow their
customers to interact, socialize, share information, and create a sense
of community by posting comments, reviews, responses, images,
videos, and suggestions for new products or services."
-This can occur through blogs, microblogs, personal blogs, corporate
blogs, influential blogs, and professional blogs.

6. 7c Online Marketing
Framework
Seven elements to consider when developing an online marketing strategy.
Communication
-Good communication determines how well a company
can interact with, educate, and keep viewers engaged.
-This is achieved through live chat, instant messaging, a working
phone number and active email, or any platform that allow two-
way communication.
Commerce
-Customers have preferences on how they would like to be
engaged (websites, mobile apps, social media platforms).
-It is important that you consider offering multiple
channels for customers to use when engaging with your
content.
-All channels must be closely related in order to create a
seamless customer experience.
Connection
-This relates to the 4E element of engagement or the ability
to engage further with the website and its features (call to
action).

7. The Wheel of
social media
engagement
The five effects that drive social media in the
terms of engagement and digital marketing.
The Information Effect- The outcome of digital marketing in which relevant
information is spread by firms or individuals to other members of their social
network.
The Connected Effect- An outcome of social media that satisfies humans'
innate need to connect with other people...and social media has provided
people a way to do that.
The Network Effect- The outcome of social media engagement in which every
time a firm or person posts information, it is transferred to the poster's vast
connections across social media, causing the information to spread
instantaneously.
The Dynamic Effect- It describes the way in which information is exchanged to
network participants through back-and-forth communications in an active
and effective manner. It also expands the impact of the network effect by
examining how people flow in and out of networked communities as their
interests change.
The Timeliness Effect- Concerned with the firm being able to engage with the
customer at the right place and time (24/7 and from anywhere).

9. Social Media
Engagement Process
Listen...Analyze...Do or how companies should prepare and implement
a digital marketing strategy for currect and potential customers.
Listen
-Companies can learn about and from their customers by listening to
them on social media, blogs, and websites.
-Sentiment analysis can help companies listen to their customers by
analyzing content found on social media, in order to figure out
feedback, reviews, and opinions too about themselves and their
products.
Analyze
-Analysis provides a way to assist in figuring out what customers are
saying about them and any competitors.
-It is important to look at the traffic of the sites using hits and page
views, along with seeing what exactly the user is doing on the website
and for how long with bounce rates, click paths, and conversion rates.
COmpanies will even want to analyze where customers have come
from and what their search history is like. They do this through keyword
analysis.

10. Social Media
Engagement Process
Identify your plan and set goals. What do you want to achieve, and
what is the purpose of creating this campaign?
Identify your target market. Who are you trying to reach with your
products and services? How will you expand this market as well?
Develop the budget. How much will you spend on the campaign
itself?
Develop the campaign while experimenting and engaging. Create
the content and line of communication with your customers and be
active within your campaign regarding updates and new content.
Monitor and change. Make whatever necessary changes needed
after listening and analyzing. By doing this, you will improve, and
therefore attract more customers and happy and engaged ones
too!
Do
-Implement all you have learned from listening and analyzing!
Steps on how to develop a Digital Marketing Campaign:
1.
2.
3.
4.
5.
Identify
strategy
and goals.
Listen...Analyze...Do or how companies should prepare and implement
a digital marketing strategy for currect and potential customers.
Identify
target
audience.
3. Develop
a budget
Campaign,
Experiment,
and engage.
Monitor
and
change

11. Influencer Marketing
Relevance. Relevance to the brand or in the social media
world to attract the target market.
Reach. Reach depends on how many followers you have
and how many people you can get to engage with your
content.
Response. The influencer needs to respond to the brand
in a positive way, or in a way that would benefit the
company, or help customers respond to it positively.
Return. Return on Investment, or how much was made
from using the influencer in the marketing campaign?
-Influencer marketing "is a marketing strategy that uses
opinion leaders, popular on social media, to drive marketing
messages to a target audience. "
-Companies assess the efficiency of an influencer through
the 4Rs:
1.
2.
3.
4.
Companies have to think about all four, and make smart
decisions when choosing or asking an influencer to help with
their marketing campaign.