This literature review examines key concepts in digital marketing and proposes a structured approach for businesses. It defines concepts like digital marketing strategy, social media marketing strategy, and customer engagement behaviors. It also discusses challenges like integrating digital strategies and understanding customer experiences. The review proposes mainstream definitions of concepts to provide consistency. It suggests businesses focus on the business-customer-customer triangle, customer loyalty intentions, and consumer well-being when developing digital strategies. Understanding key concepts, challenges, and applying a structured approach can help businesses stay competitive in a changing digital marketplace.
social media has become a component of the community that has been adopted in business
operations, especially as a marketing tool in the retail fashion industry of Sri Lanka which is pushed by
technological advancements. Social commerce derived through social media supports the user's comfort with
occasions for seamless shopping experiences from discovery to checkout with virtual stores and in-app social
commerce. Hence, the research problem
Optimization of Digital-Based MSME E-Commerce: Challenges and Opportunities i...Dr. Amarjeet Singh
The impact caused by the Covid-19 Pandemic on Micro and Small and Medium Enterprises (MSMEs) was so severe and fatal
that not a few went out of business. The heavy burden is borne by MSME actors due to social restrictions imposed by the
government, the declining purchasing power of the people, a product that continues to decline until capital runs out. Plus
inadequate knowledge in carrying out marketing strategies and product innovations are the main trigger for the lack of
enthusiasm for MSME actors as well as bankruptcy. MSME digitalization-based e-commerce is an opportunity and the right
solution in dealing with the obstacles caused by the impact of Covid-19, as well as a challenge for MSME actors to design old
ways in new ways through digital business.
social media has become a component of the community that has been adopted in business
operations, especially as a marketing tool in the retail fashion industry of Sri Lanka which is pushed by
technological advancements. Social commerce derived through social media supports the user's comfort with
occasions for seamless shopping experiences from discovery to checkout with virtual stores and in-app social
commerce. Hence, the research problem
Optimization of Digital-Based MSME E-Commerce: Challenges and Opportunities i...Dr. Amarjeet Singh
The impact caused by the Covid-19 Pandemic on Micro and Small and Medium Enterprises (MSMEs) was so severe and fatal
that not a few went out of business. The heavy burden is borne by MSME actors due to social restrictions imposed by the
government, the declining purchasing power of the people, a product that continues to decline until capital runs out. Plus
inadequate knowledge in carrying out marketing strategies and product innovations are the main trigger for the lack of
enthusiasm for MSME actors as well as bankruptcy. MSME digitalization-based e-commerce is an opportunity and the right
solution in dealing with the obstacles caused by the impact of Covid-19, as well as a challenge for MSME actors to design old
ways in new ways through digital business.
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay Taşkın
The aim of this study is to determine the role and effect of social media in the purchasing
behavior of consumers. The purchasing behavior is taken into analysis as pre and post purchasing. The data
was gathered from university students who are intensive users of the Internet and social media that identified
as the sample of the research. The sample was chosen by convenience sampling and 306 university students
were reached. Descriptive method was used in the research and the scale was used in the framework of prepurchasing and post-purchasing behavior. The research findings show that the social media marketing
strategies has a meaningful impact and that there is a meaningful but not strong relationship between the
social media frequency of use and its effect on purchasing behavior. This means that the firms should try to
understand the social media users’ reasons and expectations in social media and react according to their
needs and taking care of users’s expectations.
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mMoseStaton39
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
Take a look at this samples and find information on assignment on marketing management. If you want to see more, go to https://www.mbaassignmenthelp.org/mba-marketing-assignment-help/
China’s influencer marketing industry is well ahead of the rest of the world. The
advanced functionality and integration of social media, e-commerce and mobile
payments has enabled the Chinese KOL and KOC economy to grow at a pace not
seen anywhere else in the world. This growth has been accelerated by the Covid-19
pandemic and the consequent prevention measures that included closing physical
stores, dining in, in-person events and sporadic district lockdowns. These measures
have led to a significant increase in the amount of time Chinese consumers spend
on the internet. In fact, the average Chinese consumer today spends over seven
hours a day on the internet . About two-thirds of those seven hours is spent using
social or content apps, as users increasingly seek information about the world
around them through social media, influencers and friends to help make purchase
decisions.
PJdaren’s preliminary estimates suggest that from September 2021 to October 2022
there were more than 10.1 million KOLs and KOCs across China’s social media
ecosystem with a fan base of over 10,000 followers – a figure larger than anything
seen elsewhere in the world. China’s influencers published an average of 38.3 million
posts on a daily basis.
PJDAREN INSIGHTS 4
CHINA’S INFLUENCER MARKETING INDUSTRY
Introduction
According to the National
Bureau of Statistics, China’s
influencer economy grew
from CN¥241.9 billion (US$
38.5 billion) in 2018 to CN¥1.3
trillion (US$210 billion) in 2020.
It is estimated that by the
year 2025, the total market
size of China’s influencer
economy will reach CN¥6.7
trillion (US$1.035 trillion).
Indonesia Digital and Content Marketing Report in 2017digitalinasia
Key findings from Indonesia as follows:
Social media is the most effective marketing channel for marketers, but B2B will prioritize Content Marketing in 2017
Marketers spend 31.5% of their budget on digital, 76% say this is an increase
Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
Digital marketers’ key problems are around budget restraints & skills/resources gaps
55% of marketers still lack clarity about how their digital marketing drives business objectives
Customer experience & content marketing are the most exciting growth opportunities
Content marketing is generally used for engagement & awareness - but B2B measures primarily lead generation
Written articles and videos are the most effective content marketing types
B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies
Investigate the impact of digital branding on university education in the case of Unicaf University
To assess the impact of digital marketing on student recruitment.
To determine impact of social media marketing on university brand image.
To determine impacts of website advertising on university brand image.
To determine impacts of banner advertising on university brand image.
To determine impacts of pop-up on university brand image
Nine Novel Tactics for Software Product Managment in the New Digital AgeCognizant
High-tech companies looking to develop innovative solutions in this digital era can employ these powerful techniques based on Agile software development, user-centricity, data analysis, social media networks, KPIs, cohort analyses and more.
Epidemiology - HPRO 7712
Fall, 2018
Final Examination
PART A
Name __________________________________ Date ____________________
Please respond to the following questions to the best of your knowledge while keeping in mind that “quality” is more important than “quantity”.
1.
Define the term “community”. Briefly describe the application of epidemiology in
community diagnosis.
(25 points)
2.
The mechanisms of spreading disease in human populations account for the levels
of epidemics. Differentiate between (a)common source epidemic, and
(b) propagated epidemic.(10 point)
3.
Often in analyzing epidemiological data, it becomes necessary for the investigator to adjust for rates. Identify and describe two methods for rates adjustment.
(10 points)
4.
Identify and briefly discuss three factors that contribute to errors in
epidemiologic studies of morbidity.
(20 points)
5.
The science of epidemiology is distinctively concerned with health and illness in populations and groups by place and time. Using a hypothetical situation, respond to question(A)or(B). (35 points)
(A). Describe how you would use the epidemiologic model toward preventing and controlling a behavioral health problem in an identified human population or group. (Note: In essence, describe the behavioral adaptation of the epidemiologic model and how it can be applied to an identified health problem).
OR
(B). Describe how you would use the epidemiologic approach to develop a health care policy toward preventing and controlling an identified health or social problem in human populations.
1
Running Head: HOW SOCIAL MEDIA HAVE CHANGED MARKETING
2
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
Introduction
Generally, marketing has been developing along with the world which revolves around it. From the perspective that marketing never occupies an exact science, there has been strategic mechanisms that are generally employed to improve the marketing mix as well as the marketing strategies utilized within the respective marketing field. Such mechanisms include social media which have been one of the rampant existences within networking marketing. Social media has been a key role within the worldwide marketing being experienced allover the globe. This runs from the newspapers, television to social media as imperative parameters towards moldering the marketing strategy of any given business organization.
Essentially, the issues concerning the customer services are normally regarded as the solemn issues within the business setting of any given business organization. This literally implies that the people learning such business organizations ought to employ individuals who are professionally qualified in finding appropriate remedies for such issues. In the modern world, one of the great industries which have highly been positively as well as negatively impacted by the internet is the marketing (Malik.
New World of Marketing: Use of Social Networking SitesIOSRJBM
Among the various communications method used traditionally by an company is changed dramatically after the emergence of social media. Widely used tool to communicate with hundreds or even thousands of other people about products or product updations and the companies that provide them. As is evident from data available in public domain, social media is a blessing for the marketing fraternity in taking their brand to the masses. It also provides a major impact on consumer to consumer communications. This article argues that social media is a new tool of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. This article provides managers with a better understanding of social media and a framework for incorporating it into their IMC strategies, thus more effectively communicating with their target markets
The aim of this study was to determine consumer segments based on the acceptance of
shoppable ads from fashion brands on online social media platforms. To achieve this objective, we
used the technology acceptance model (TAM) to offer a vision of the perceptions of the shoppable
ads, attitudes and behaviors of social network users, using social media marketing activities as
a background. Second, we searched for fashion social buyer segments using finite mixture partial
least squares (FIMIX-PLS). Third, we sought to characterize these consumer segments. A sample
of 486 users of social networks who accessed through mobile devices was obtained. The inclusion
of social media marketing variables as antecedents of acceptance allowed us, to a large extent, to
understand the intention to buy clothing by these social media users.
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay Taşkın
The aim of this study is to determine the role and effect of social media in the purchasing
behavior of consumers. The purchasing behavior is taken into analysis as pre and post purchasing. The data
was gathered from university students who are intensive users of the Internet and social media that identified
as the sample of the research. The sample was chosen by convenience sampling and 306 university students
were reached. Descriptive method was used in the research and the scale was used in the framework of prepurchasing and post-purchasing behavior. The research findings show that the social media marketing
strategies has a meaningful impact and that there is a meaningful but not strong relationship between the
social media frequency of use and its effect on purchasing behavior. This means that the firms should try to
understand the social media users’ reasons and expectations in social media and react according to their
needs and taking care of users’s expectations.
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mMoseStaton39
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
Take a look at this samples and find information on assignment on marketing management. If you want to see more, go to https://www.mbaassignmenthelp.org/mba-marketing-assignment-help/
China’s influencer marketing industry is well ahead of the rest of the world. The
advanced functionality and integration of social media, e-commerce and mobile
payments has enabled the Chinese KOL and KOC economy to grow at a pace not
seen anywhere else in the world. This growth has been accelerated by the Covid-19
pandemic and the consequent prevention measures that included closing physical
stores, dining in, in-person events and sporadic district lockdowns. These measures
have led to a significant increase in the amount of time Chinese consumers spend
on the internet. In fact, the average Chinese consumer today spends over seven
hours a day on the internet . About two-thirds of those seven hours is spent using
social or content apps, as users increasingly seek information about the world
around them through social media, influencers and friends to help make purchase
decisions.
PJdaren’s preliminary estimates suggest that from September 2021 to October 2022
there were more than 10.1 million KOLs and KOCs across China’s social media
ecosystem with a fan base of over 10,000 followers – a figure larger than anything
seen elsewhere in the world. China’s influencers published an average of 38.3 million
posts on a daily basis.
PJDAREN INSIGHTS 4
CHINA’S INFLUENCER MARKETING INDUSTRY
Introduction
According to the National
Bureau of Statistics, China’s
influencer economy grew
from CN¥241.9 billion (US$
38.5 billion) in 2018 to CN¥1.3
trillion (US$210 billion) in 2020.
It is estimated that by the
year 2025, the total market
size of China’s influencer
economy will reach CN¥6.7
trillion (US$1.035 trillion).
Indonesia Digital and Content Marketing Report in 2017digitalinasia
Key findings from Indonesia as follows:
Social media is the most effective marketing channel for marketers, but B2B will prioritize Content Marketing in 2017
Marketers spend 31.5% of their budget on digital, 76% say this is an increase
Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
Digital marketers’ key problems are around budget restraints & skills/resources gaps
55% of marketers still lack clarity about how their digital marketing drives business objectives
Customer experience & content marketing are the most exciting growth opportunities
Content marketing is generally used for engagement & awareness - but B2B measures primarily lead generation
Written articles and videos are the most effective content marketing types
B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies
Investigate the impact of digital branding on university education in the case of Unicaf University
To assess the impact of digital marketing on student recruitment.
To determine impact of social media marketing on university brand image.
To determine impacts of website advertising on university brand image.
To determine impacts of banner advertising on university brand image.
To determine impacts of pop-up on university brand image
Nine Novel Tactics for Software Product Managment in the New Digital AgeCognizant
High-tech companies looking to develop innovative solutions in this digital era can employ these powerful techniques based on Agile software development, user-centricity, data analysis, social media networks, KPIs, cohort analyses and more.
Epidemiology - HPRO 7712
Fall, 2018
Final Examination
PART A
Name __________________________________ Date ____________________
Please respond to the following questions to the best of your knowledge while keeping in mind that “quality” is more important than “quantity”.
1.
Define the term “community”. Briefly describe the application of epidemiology in
community diagnosis.
(25 points)
2.
The mechanisms of spreading disease in human populations account for the levels
of epidemics. Differentiate between (a)common source epidemic, and
(b) propagated epidemic.(10 point)
3.
Often in analyzing epidemiological data, it becomes necessary for the investigator to adjust for rates. Identify and describe two methods for rates adjustment.
(10 points)
4.
Identify and briefly discuss three factors that contribute to errors in
epidemiologic studies of morbidity.
(20 points)
5.
The science of epidemiology is distinctively concerned with health and illness in populations and groups by place and time. Using a hypothetical situation, respond to question(A)or(B). (35 points)
(A). Describe how you would use the epidemiologic model toward preventing and controlling a behavioral health problem in an identified human population or group. (Note: In essence, describe the behavioral adaptation of the epidemiologic model and how it can be applied to an identified health problem).
OR
(B). Describe how you would use the epidemiologic approach to develop a health care policy toward preventing and controlling an identified health or social problem in human populations.
1
Running Head: HOW SOCIAL MEDIA HAVE CHANGED MARKETING
2
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
HOW SOCIAL MEDIA HAVE CHANGED MARKETING
Introduction
Generally, marketing has been developing along with the world which revolves around it. From the perspective that marketing never occupies an exact science, there has been strategic mechanisms that are generally employed to improve the marketing mix as well as the marketing strategies utilized within the respective marketing field. Such mechanisms include social media which have been one of the rampant existences within networking marketing. Social media has been a key role within the worldwide marketing being experienced allover the globe. This runs from the newspapers, television to social media as imperative parameters towards moldering the marketing strategy of any given business organization.
Essentially, the issues concerning the customer services are normally regarded as the solemn issues within the business setting of any given business organization. This literally implies that the people learning such business organizations ought to employ individuals who are professionally qualified in finding appropriate remedies for such issues. In the modern world, one of the great industries which have highly been positively as well as negatively impacted by the internet is the marketing (Malik.
New World of Marketing: Use of Social Networking SitesIOSRJBM
Among the various communications method used traditionally by an company is changed dramatically after the emergence of social media. Widely used tool to communicate with hundreds or even thousands of other people about products or product updations and the companies that provide them. As is evident from data available in public domain, social media is a blessing for the marketing fraternity in taking their brand to the masses. It also provides a major impact on consumer to consumer communications. This article argues that social media is a new tool of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. This article provides managers with a better understanding of social media and a framework for incorporating it into their IMC strategies, thus more effectively communicating with their target markets
The aim of this study was to determine consumer segments based on the acceptance of
shoppable ads from fashion brands on online social media platforms. To achieve this objective, we
used the technology acceptance model (TAM) to offer a vision of the perceptions of the shoppable
ads, attitudes and behaviors of social network users, using social media marketing activities as
a background. Second, we searched for fashion social buyer segments using finite mixture partial
least squares (FIMIX-PLS). Third, we sought to characterize these consumer segments. A sample
of 486 users of social networks who accessed through mobile devices was obtained. The inclusion
of social media marketing variables as antecedents of acceptance allowed us, to a large extent, to
understand the intention to buy clothing by these social media users.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
2. Journal of Social Media Marketing, 1(1): 30-40, 2022
31
network and integrate consumers by means of a Digital Marketing Strategy (Unvan & Badlo,
2021).
COVID-19 Pandemic acted as an enabler by pushing people in the direction of adopting social
media and other web applications for their entertainment, socialization, shopping and keeping
up with the news, amongst other activities. Taking a concrete look at marketing, pandemic has
put an emphasis on social media and mobile marketing (Mason et al., 2021). Numbers are
indisputable: More than half of global population, around four billion people, are active social
media users and almost all of them, 98.8 %, accessing social media platforms via mobile
devices (Table 1). Those marketers who've used social media for one year or longer reported
substantially better results driving traffic vs. those with less experience. However, offline
purchase intentions still surpassing online ones (Dubbelink et al., 2021; Mason et al., 2021;
Patil et al., 2021; Statista 2022).
Table 1.
Useful Data Analytics on Digital Marketing
Fact % OR Absolute
Number
Average Time an Individual Spends on SNSs 2 h & 2min/day
Considerations on ethical implications prior to invest on AI 25 % out of 250
companies
Feel comfortable receiving personalized marketing messages generated by
automation tools, surprising them & helping make purchasing decisions
57% of surveyed
consumers
Searches undertaken on Google actioned by voice 20%
Total number of active social media users 4.20 billion
Annual change (2020-2021) in the number of global social media users +13.2 %
Total number of social media users accessing via mobile phones 4.15 billion
Most used Ad platform by marketers is Facebook 75%
Most used Social Media Platforms in U.S by businesses are Facebook, Twitter &
LinkedIn
93%
B2B marketers are using more LinkedIn ads than Facebook vs B2C 39% vs. 21%
B2C marketers are more likely to use Facebook ads vs B2B 79% vs. 70%
Marketers plan on increasing their LinkedIn organic activities over the next 12
months
54%
Marketers plan on increasing their YouTube organic activities over the next 12
months
62%
Marketers plan on increasing their Instagram organic activities over the next 12
months
64%
New social media marketers mostly focus on Facebook & Instagram 86% & 68 %
Number of Marketers using social media marketing for 1 year or longer & report
generating exposure for their businesses
83 %
Those who've used social media for 1 year or longer reported substantially
better results driving traffic vs. those with less experience
72%+ reported
benefits
Sources: Statista, 2022, Li et al., 2021, Mason et al., 2021, 2021 Social Media Marketing Industry Rep.
The perpetual objective of marketing activity is the establishment of a healthy relationship
between businesses and customers, leading to value creation for both sides. In doing so, it is
necessary to focus on the right market segment, understand needs and expectations and
emphasize on creating a loyal base of customers. All of the above remain valid in the digital
marketing sector, introducing certain distinct characteristics and requirements (Wibowo et al.,
2021). Digital marketing tools may include, not exhaustively, social media, mobile
applications, Internet advertising, viral content, contextual advertising, targeted ads, native
advertising, and content marketing (Dubbelink et al., 2021; Wibowo et al., 2021).
3. Journal of Social Media Marketing, 1(1): 30-40, 2022
32
Mobile marketing is considered to be one of the most important digital marketing channels; its
advantages include broad, fast, cheap, and easy access of consumers to products and services,
with the possibility of completion of buying and selling processes almost anywhere and at any
time. On the businesses side, mobile marketing consists of a sum of practices that allow them
to communicate and interact with consumers, in a lively and vibrant way, affecting consumers’
decisions to buy (Babu & Ramamoortthy, 2020; Dwivedi, et al., 2021; Madan, 2021; Nabieva,
2021).
Social media marketing is the use of social media platforms and websites to promote products
and/or services. Social media changed drastically the relationship between product/services
providers and consumers. Nowadays, social media are used as a main source of product/service
information by consumers who are spending a lot of every day’s time on them, as they have
become a primary communication and socialization channel, especially for the youth. Users of
social media feel empowered, having increased opportunities of online participation, with the
benefits of convenience, self-organization, self-education, richness of information, alternative
options, reduced cost and time, which are much appreciated (Babu & Ramamoortthy, 2020;
Dubbelink et al., 2021; Labrovic et al., 2021).
For businesses, establishing brand presence on social media, and especially on Social
Networking Sites (SNSs), gives them the opportunity, among other things, to augment
customer engagement through interactions beyond purchase, including generation of new ideas
by customers, accumulation of learning with regards to customers’ preferences and other
characteristics, exploiting positive Word of Mouth (WoM) and buzz marketing. For a business,
gaining competitive advantage through this particular digital channel, means increased brand
awareness and improved brand image, which leads to enhanced brand loyalty which, in turn,
makes overall marketing strategy more effective and efficient (Babu & Ramamoortthy, 2020).
Integration of Digital Marketing Strategy within the overall Marketing Strategy of an enterprise
seems to be an inevitable organizational solution for sustainable and prosperous business
outcomes (Malesev & Cherry, 2021; Santos & Pinto-e-Silva, 2021; Tairova, 2021).
The objectives of the present review are:
• To examine the prevailing key-concepts in digital marketing sector,
• To illustrate current and future challenges in digital marketing sector,
• To evaluate key-concepts and challenges related to digital marketing sector and propose a
new structured approach as a strategic marketing planning and decision tool for businesses.
2. Material and Methods
A 5-Step procedure to review related articles from contemporary literature, year 2020 onwards,
was followed, using credible academic databases, see Table 2.
Table 2.
A Five – Step Research Method Process for Literature Review
PROCESS
STEPS
SYSTEMATIC LITERATURE REVIEW PROCESS
STEP DEFINITION STEP ELABORATION
STEP 1 Research criteria clarification Only relevant sources taken into consideration
STEP 2 Literature search Scopus, Semantic Scholar, Research Gate, Google
Scholar, Academia.edu databases were searched
STEP 3 Literature filtering Manual screening of relevant articles
STEP 4 Selected articles analysis Content evaluation and selection
STEP 5 Illustration of key research results
and implications
Data analytics and statistical representation
Adopted from Tornjanski, V., et al., EBT 2021.
4. Journal of Social Media Marketing, 1(1): 30-40, 2022
33
3. Results
Apart from numbers and figures, that are undoubtedly illuminating, within the scope of this
review was to examine some Key Concepts, that have to be meticulously defined or even
redefined, in order to remain valid in the new digital era, and accordingly, be treated
consistently from relevant stakeholders. Therefore, we ended up with the following ones (Table
3), providing a suggested mainstream Definition for each one of the Concepts, after thorough
study of current definitions found in literature. Apart from the proposed mainstream
Definitions, we also provide some useful insights for each individual concept.
Table 3.
A Summary of Key Concepts in Digital Marketing sector and their suggested definition
Key Concept Mainstream Definition Source
Digital Marketing
Strategy
The business strategy that embraced with regards to
targeted & interactive marketing of products &
services that uses digital technology to attract leads
and retain them as consumers. Main objectives of
such a Strategy are: brand promotion, sales growth,
connectedness & collaboration, listening & learning,
empower & engage consumers.
Adopted from Li et
al., 2021; Tairova et
al., 2021
Social Media Marketing
Strategy
An organization’s integrated pattern of activities
that, based on a careful assessment of customer’s
motivations for brand-related social media use and
the undertaking of deliberate engagement initiatives,
transform social media connectedness (networks)
and interactions (influences) into valuable strategic
means to achieve desirable marketing outcomes.
Adopted from
Mason et al., 2021;
Wibowo et al., 2021
Mobile Marketing Using the mobile phone as a means of conveying
commercial content to customers.
Adopted from
Dwivedi et al., 2021
Business Resource
Transformation
A holistic approach in how to assess, analyze,
acquire, leverage, deploy, use, exploit and evaluate
resources (either tangible or intangible) in the
interest of a successful digital marketing strategy for
value creation.
Adopted from
Dwivedi et al.,
2021; Li et al., 2021
Business-Customer-
Customer Triangle
Mixed business models that combine business-to-
business, business-to-customer and customer-to-
customer interactions.
Adopted from Yosep
et al., 2021
Consumer/Customer
Experience & Customer
journey in Digital era
Digital communication technologies can have
transformational impact on how
consumers/customers interact with brands, not only
on purely transactional basis, but also as co-creators,
advocates of their experiences, or as empowered
agents seeking to collaborate. Main characteristics
are: the capability of highly personalized
communications & extended involvement which can
possibly produce sensory, emotional, cognitive,
behavioral & social responses to the enterprise’s
products & services, that, in turn, enhance attraction,
motivation & acknowledgement that, ultimately,
leads to added value during the customer’s buying
journey.
Adopted from Li et
al., 2021; Wibowo
et al., 2021
Customer Engagement
Behaviors (CEBs)
Customers’ motivations resulting from different
attitudes and attachments that can influence their
behaviors towards an organization’s offerings and/or
activities & inevitably influence SMMS’s outcomes,
beyond transactions alone.
Adopted from Li et
al., 2021
5. Journal of Social Media Marketing, 1(1): 30-40, 2022
34
Customer Loyalty
Intention
Customer willingness to be a loyal & committed
customer.
Adopted from
Wibowo et al., 2021
Customer Trust &
Satisfaction
Two distinct, yet related, components of business-
customer relationship quality. Trust and satisfaction
in an intangible, virtual environment as prerequisites
for business success.
Adopted from
Wibowo et al., 2021
Consumer well-being The quality of life of consumers as a result of their
interactions, interfaces and experiences with
product/services providers.
Adopted from
Erlanggaa et al.,
2021
Social Media Brand
Communities
Virtual communities which provide opportunities of
simplification on the decision-making process on
behalf of consumers/customers. They exert direct
impact on brand awareness, associations & loyalty,
as well as on perceived quality of product/services.
Adopted from
Erlanggaa et al.,
2021
Innovation &
Collaboration
Exploiting Web.2 technologies, businesses can
create online communities with consumers, with the
purpose of keeping being engaged with them and
other consumers who are also social media users.
Customers, as active collaborators, can generate new
ideas within online brand communities through the
opportunities that digital technologies offer to them.
Companies can build on that and use AI powered
websites, chatbots etc., to enhance shopping
experience and make genuine product
recommendations.
Adopted from
Ljubisavljević et al.,
2021
Some useful insights with regards to the aforementioned Definitions include the following:
• Digital Marketing Strategy and Business Resource Transformation. Evidently no one,
either at individual or organizational level, can proceed with a transformation of any
kind without changing its mindset, allocate properly available resources and find ways
of doing things both effectively and efficiently (Nabieva, 2021).
• The triangle of Business-Customer-Customer, in the forms of B2B, B2C and C2C is
gaining more and more importance in the digital era (Dwivedi et al., 2021; Li et al.,
2021).
• Customer Engagement Behaviors (CEBs) are already at the epicenter of marketers’
attention due to their impact on brand loyalty and subsequent purchase intention in the
digital environment (Dwivedi et al., 2021; Li et al., 2021).
• Consumer/Customer Experience and Customer journey need to be treated with
diligence by marketers, especially with the advent of augmented and virtual reality
(Dwivedi et al., 2021; Tornjanski et al., 2021).
• Customer Trust and Satisfaction retain their value within the digital marketing sector.
Trust, in essence, the authentic engagement, and satisfaction, a measurement of
perceived customers’ happiness about provided products/services/experiences, are
significant predictors of customer loyalty intention, and can offer valuable information
on customers’ distinctive preferences (Tairova et al., 2021; Tornjanski et al., 2021;
Vrabie, K., 2021).
• Customer Loyalty Intention was, is and will be the Holy Grail for marketers; how best
can be leveraged to produce value for the business remains a key concept that needs to
be approached and developed quite differently in the digital era. Building a loyal fan
base seems to be an advantage that getting stronger and stronger as relevant
stakeholders, such as marketers, gain more years of experience (Zecevic et al., 2021).
6. Journal of Social Media Marketing, 1(1): 30-40, 2022
35
• Consumer well-being goes beyond purely traditional transactional relationship between
stakeholders and creates new needs for consumers’ and obligations for businesses,
respectively. Through authentic interactions, consumers invest emotionally and
financially in brands, feeling that they make the right decisions, based on well –
acquired information. In this way, brands help consumers gain knowledge and
understanding, have great experiences and, overall, improve their quality of life and
well-being (Dwivedi et al., 2021; Madan, 2021).
• Social Media Brand Communities are here to offer a new reality of socialization with
great potential of creating empowered customers and valued brands. The role of
celebrities-bloggers-crowd funding must be thoroughly studied. Particularly Social
Network Sites brand communities, help establishing business social presence exploiting
Web 2.0 and user-generated content, providing opportunities for self-presentation and
self-disclosure and promoting focus on specific topic creation (Erlangga et al., 2021;
Slaletic et al., 2021).
• Digital Content Marketing, and Digital Story Telling are powerful tools in the hands of
capable marketers to leverage and create added value. Social Media marketing content
has to evoke feelings of happiness, excitement and entertainment to customers, while
giving the opportunity of interaction through two-way direct communication between
product/service provider and customer. Must be current, comprehensive, clear and neat,
in order to be easily explored by customers. At its best, content should challenge
customers to share it and make it viral or contribute to positive WoM, while offering
sensual satisfaction and emotional stimulation, for a positive customer experience to be
realized. Research has shown that the quality of content is of major importance to
Millennials (Yosep et al., 2021).
• Content Crisis is a term that is used to sum up major challenges relating to social content
strategy. This strategy may include issues concerning content popularity and virality
related to social message nature, content-user fit-vividness-interactivity etc., customer
co-creation implications, use of social influencers and highly connected people, use of
right automation tools to handle popularity impact, analysis of contextual factors,
product characteristics, organizational processes and resources, ethical implications of
message virality, etc., that may affect overall digital content marketing strategy
(Erlangga et al., 2021; Yosep et al., 2021).
• Innovation and Collaboration. Some concepts remain relevant no matter what.
Creativity and its subsequent innovation are much needed along with collaboration
between plethora of stakeholders, to achieve a positive sign in value making.
Customers, as co-creators, give valuable input but social networking impression
management emerges as a necessary marketing process in order to enhance the value
people realize, promoting collective health & welfare of social bodies focused on
brands (Hayes, 2022; Ljubisavljevie et al., 2021).
4. Discussion
Digital revolution, and its following evolution, did not come without disadvantages that better
be comprehended and treated as challenges. Table 4 provides a consolidated summary of major
challenges that digital marketing sector must face, either being a big or small business, an
experienced or novice marketer, a research scholar or an academic one who has interest on the
subject.
7. Journal of Social Media Marketing, 1(1): 30-40, 2022
36
Table 4.
Consolidated View of Challenges in Digital Marketing Sector
Digital Marketing
Domains
Main Contemporary
Challenges
What should we focus on
Social Media/
Augmented/Virtual/
Mixed Reality
Domains
Ethical Dilemmas Robust Professional Ethics Policies & Procedures,
Assurance of data credibility so AI learning is
based on right patterns,
Fruitful combination of AR/VR/MR with existing
marketing approaches
All Domains Technological Issues –
Digital Divide
Solutions have to be found in relation to Internet,
computer & phone access, information technology
literacy, costs, connectivity
Search Engine Optimization (SEO)
Social Media
Domain
Virality/Social Influence
Contagion/e-WOM/Buzz
Marketing
Best use of Opinion Leaders as Brand Advocates,
Open & Transparent communication channels
between B2B, B2C, C2C,
Best use of Online Customer Reviews (OCRs),
Assurance of source credibility,
Considerations on real-time implications &
multidimensionality of constructs
All domains Research Provocations Interdisciplinary field,
Diversity of Research Questions,
Existence of Validated Scales,
Construct Definition,
Wide range of Theories & Research Methods,
Specification of practice vs. speed of Research,
Integration of AR-VR-MR
All domains Market Segmentation Which market segments are more influenced,
Which are the proper ways of dealing with them,
All domains Personalization/Personaliza
tion-Privacy
Paradox/Marketing
Comfort
Robust Information Security Policies &
Procedures,
Compliance with existing regulations,
Leveraging the acquisition of personalized content
in a way that does not create second thoughts on
behalf of consumers,
Micro-targeting under scrutiny,
Marketing Strategies to support & mitigate
consumers’ concerns regarding trust in digital
practices
All Domains Regulation of Digital
Marketing
All relevant stakeholders must work together to
come up with valid, relevant, ethical, practical
solutions
All Domains Metrics/Micro-targeting Developing right metrics
All Domains Communication
Incitements
Effective-Ethical-Appropriate
All Domains Data driven vs. User
oriented Behavior
Is there a best approach or the decision is
contextual & situational based?
Advantages & disadvantages of each approach,
Functional Brand Image vs. Hedonic Brand Image
All Domains Corporate Citizenship Micro-processes of individual consumers
interactions vs. macro-level cultural discourses
All Domains Integration of online &
offline Marketing
Strategies
Detailed study of consumers’ preferences,
attitudes, beliefs,
Acquisition of Big Data,
Holistic approach to business marketing strategy
Source: Gupta, N., (2020)
8. Journal of Social Media Marketing, 1(1): 30-40, 2022
37
Having collected current and future challenges, as well as main key concepts that have to be
properly define or even redefine, we propose a new structured approach for businesses in order
to be used as a strategic marketing planning and decision tool. Figure 1, depicts schematically
the process that a business may follow in order to create an environment of success, walking
the road of Digital Marketing, while considering the aforementioned key concepts, challenges
and their relative importance.
Figure 1. Digital Marketing Strategy: A 9-STEP Business Realization Pyramid Example
At the base of the pyramid model lies the overall marketing strategy definition, with clear scope
and targets definition, along with allocated responsibilities and resources. Within the overall
marketing strategy, digital marketing strategy definition is of paramount importance because
relevant decisions must be made on the basis of this exact strategy orientation (Li et al., 2021).
At the top of the pyramid model lies value making, for both businesses and customers, which
can be achieved by embracing a new mindset with regards to employee engagement and
intelligence, operational excellence, organizational structure, reengineering of business
processes, and customer co-creation. This is feasible only after a shift in company’s culture has
been also achieved, with the adoption of new tools, development of innovative resource
allocation and acquisition of specific organizational capabilities. We advocate that a business
can start its turn to digital marketing by leveraging, firstly, its technical aspects, with softer
9. Journal of Social Media Marketing, 1(1): 30-40, 2022
38
elements coming up next in sequence (Santos & Pinto-e-Silva, 2021; Tairova, M.M., et al.,
2021). Digitalization (digital transformation) should take place in congruence with resource
transformation and knowledge management otherwise, research and real examples, have
shown that the process has failed whenever a traditional organization attempts the next step
(Madan, 2021; Yosep, M.A., et al., 2021).
After the first complete realization of all the steps, the pyramid can transform into a spiral with
feedback loops that energize each succeeding step after the first one that has been used as the
starting point.
5. Conclusions
Digital Marketing Strategy represents the approach businesses embrace on how they want to
be seen and accordingly, treated by other business partners, consumers and customers, in the
new digital era. With the advent of Web.2 and the transformation it brought in the way of
communication and interaction between relevant parties, mobile marketing and social media
marketing have emerged as key players in creating value for businesses, the first one mainly
as an effective tool of accessing offered services/products anywhere at any time, and the second
one as a consumer critical decision-making tool (Dwivedi et al., 2021; Tairova et al., 2021).
The evolution of Digital Marketing sector, within Marketing ecosystem, is a continuous
process and demands commitment in meeting or even transcending consumer expectations, by
offering purposeful experiences which promote healthy behaviors on customers’ behalf,
leading to value creation for them and for businesses. Pandemic showed to marketers that in
order to stay in the game they have to use mobile technologies and social media as important
enablers of gaining brand equity, awareness, image, sales promotion, enhanced trust and
loyalty intention as well as post-purchase satisfaction (Dwivedi et al., 2021; Mason et al., 2021;
Li et al., 2021; Wibowo et al., 2021).
In order to deliver value to customers in a sustainable way, and gain a firm position in the
marketplace, businesses should adopt a new mindset and cooperate with various stakeholders.
By leveraging advances in data science and technology, they can effectively use massive
amounts of diverse consumer data, exploiting data analytics technology, and predict accurately
consumers’ changing preferences in order to become market-adaptable by formulating
appropriate digital marketing and overall marketing strategies (Yosep et al., 2021).
References
2021 Social Media Marketing Industry Rep. How Marketers Are Using Social Media Grow
Their Businesses May 2021. https://beautycouncil.ca/wp-content/uploads/2022/01/
Industry-Report-2021-Final-compressed.pdf
Babu, V.P., & Ramamoortthy, R. (2020). A study on social media and digital marketing.
Malaya Journal of Matematik, S(2), 3193-3195, https://doi.org/10.26637/MJMOS20/0821
Dubbelink, S.I; Herrando, C.; Constantinides, E. (2021). Social Media Marketing as a Branding
Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic. Sustainability
2021, 13, 10310.https://doi.org/10.3390/su131810310
Dwivedi, Y.K.; Ismagilova, E.; Hughes, D.L.; Carlson, J.; Filieri, R.; Jacobson, J.; Jain, V.;
Karjaluoto, H.; Kefi, H.; Krishen, A.; Kumar, V.; Rahman, M.M.; Raman, R.; Rauschnabel,
P.A.; Rowley, J.; Salo, J.; Tran, J.A.; Wang, W. (2021). Setting the future of digital and
social media marketing research: Perspectives and research propositions. International
10. Journal of Social Media Marketing, 1(1): 30-40, 2022
39
Journal of Information Management, 59, 102168. https://www.sciencedirect.com/science/
article/pii/S0268401220308082
Erlanggaa, H.; Sunarsi, D.; Pratama, A.; Nurjaya.; Sintesa, N.; Hindarsah, I.; Juhaeri.; Kasmad.
(2021). Effect of Digital Marketing and Social Media On Purchase Intention of Smes Food
Products. Turkish Journal of Computer and Mathematics Education, 12(3), 3672-3678.
https://doi.org/10.17762/turcomat.v12i3.1648
Gupta, N. (2020). Digital Marketing: Trends, Opportunities, and Challenges. Asian Journal of
Management. 2020;11(4):434-440. https://doi.org/10.5958/2321-5763.2020.00066.9
Hayes, M. (2022). Social Media and inspiring physical activity during COVID-19 and beyond.
Managing Sport and Leisure, 27:1-2, 14-21, https://doi.org/10.1080/23750472.2020.
1794939
Labrović, J.A; Kovačević, I.; Damnjanović, V.; Cicvarić Kostić, S. (2021). Employer branding
framework using social media for attracting talents. Book of Extended Abstracts, 2021
International Conference E- Business Technologies, Belgrade, Serbia. https://ebt.rs/wp-
content/uploads/2021/09/BookOfAbstract.pdf
Li, F., Larimo, J., & Leonidou, L.C. (2021). Social Media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science, 49, 51-70. https://doi.org/10.1007/s11747-020-00733-3
Ljubisavljević, L.; Milačić, D.; Ninković, M. (2021). Development of a web shop based on
augmented reality. Book of Extended Abstracts, 2021 International Conference on E-
Business Technologies, Belgrade, Serbia. https://ebt.rs/wp-content/uploads/2021/09/
BookOfAbstract.pdf
Madan, P., (2021). Digital Marketing: A Review. Paradigm Shifts in Management Practices In
the Era of Industry 4.0, Archers & Elevators Publishing House, 54.
https://books.google.gr/books?hl=el&lr=&id=Oe1qEAAAQBAJ&oi=fnd&pg=PP4&dq=D
igital+Marketing:+A+Review.+Paradigm+Shifts+in+Management+Practices+In+the+Era
+of+Industry+4.0,&ots=ZCrHKimcS9&sig=PQhZVuYnIjb8ljn-
e4QOkc0o8ts&redir_esc=y#v=onepage&q=Digital%20Marketing%3A%20A%20Review.
%20Paradigm%20Shifts%20in%20Management%20Practices%20In%20the%20Era%20o
f%20Industry%204.0%2C&f=false
Malesev, S., & Cherry, M. (2021). Digital and Social Media Marketing – Growing Market
Share for Construction SMEs. Construction and Economics Building, 21(1).
https://epress.lib.uts.edu.au/journals/index.php/AJCEB/article/view/7521/7688
Mason, A. N.; Narcum, J.; & Mason, K. (2021). Social Media marketing gains importance after
COVID-19, Cogent Business & Management, 8:1, 1870797, https://doi.org/10.1080/
23311975.2020.1870797
Nabieva, N. (2021). THE USE OF DIGITAL TECHNOLOGY IN MARKETING.
https://doi.org/10.33619/2414-2948/67/42
Patil, V., & Kumar, A. (2021). A VIEWPOINT ON DIGITAL MARKETING AND USAGE
OF SOCIAL MEDIA TOOLS DURING COVID-19 PANDEMIC. Academy of Marketing
Studies Journal, 25(2). https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3884016
Santos, F.F., & Pinto-e-Silva, M. (2021). Digital Marketing Cycle as a strategy to optimize
communication of food- and nutrition- related information, on Facebook social media.
Human and Social Sciences in Food, https://doi.org/10.12957/demetra.2021.48812
11. Journal of Social Media Marketing, 1(1): 30-40, 2022
40
Staletić, N.; Štrbac-Savić, S.; Jevremović, M. (2021). Interactive content on Instagram business
profiles. Book of Extended Abstracts, 2021 International Conference E- Business
Technologies, Belgrade, Serbia. https://ebt.rs/wp-content/uploads/2021/09/BookOf
Abstract.pdf
Statista (2022). Global digital population as of January 2021. https://www.statista.com/
statistics/617136/digital-population-worldwide/
Tairova, M.M.; Aminova, N.B.; Kadirova, N.R. (2021). Use of Digital Technologies in
Marketing. Proceedings of International Conference on Research Innovation In
Multidisciplinary Sciences, New York, USA. http://www.econferenceglobe.com/
Tornjanski, V.; Knežević, S.; Ljubanić, D.; Glišić, V.; Žižić, D.; Travica, J. (2021). Towards
secured digital business ecosystems: From threats to opportunities. Book of Extended
Abstracts, 2021 International Conference E- Business Technologies, Belgrade, Serbia.
https://ebt.rs/wp-content/uploads/2021/09/BookOfAbstract.pdf
Unvan, Y.A. & Badlo, Y. (2021). Digital Marketing and Social Media: A Review. Book of
Extended Abstracts, 2021 International Conference E- Business Technologies, Belgrade,
Serbia. https://ebt.rs/wp-content/uploads/2021/09/BookOfAbstract.pdf
Vrabie, K. (2021). Privacy versus Security – scenarios over Smart Societies. Book of Extended
Abstracts, 2021 International Conference E- Business Technologies, Belgrade, Serbia.
https://ebt.rs/wp-content/uploads/2021/09/BookOfAbstract.pdf
Wibowo, A.; Chen, S.-C.; Wiangin, U.; Ma, Y.; Ruangkanjanases, A. (2021). Customer
Behavior as an outcome of Social Media Marketing: The Role of Social Media Marketing
Activity and Customer Experience. Sustainability 2021, 13, 189. https://doi.org/10.3390/
su13010189
Yosep, M.A; Mohamed, M.; Yusliza, M.Y; Saputra, J.; Muhammad, Z.; Bon, A.T. (2021).
Does Digital Marketing Platforms affect Business Performance? A Mini-Review Approach.
Proceedings of the 11th
Annual International Conference on Industrial Engineering and
Operations Management Singapore, March 7-11. http://ieomsociety.org/ieom/proceedings/
Zečević, L.; Stanojević, O.; Janičić, R. (2021). Holistic Marketing in Development of Arts and
Cultural Institutions in Digital Environment. Book of Extended Abstracts, 2021 International
Conference E- Business Technologies, Belgrade, Serbia. https://ebt.rs/wp-content/
uploads/2021/09/BookOfAbstract.pdf