2. SOCIAL MEDIA
Social Media refers to the online and mobile technologies involved the internet and apps
that create and allow people to distribute content to facilitate interpersonal interactions
through the assistance of various platforms.
Social Media can be used to help businesses and marketers communicate with customers
and share information to them at a quicker rate than ever before. It allows customers to
review, comment and interact with companies and brands on various levels.
3. DIGITAL MARKETING
¡ Digital Marketing pertains to all online marketing
activities, including digital assets, channels, and media
covering social media and mobile marketing.
¡ Digital Marketing also has to do with online
marketing activities like website design, blogging, and
search engine optimization
4. 4E FRAMEWORK OF DIGITAL MARKETING
ExciteThe Customer
Involves using offers and advertisements to excite the customer about a given product or service
EducateThe Customer
Clear cut and well-designed information that allows the company to educate the customer about its value
proposition and communicate offered benefits
ExperienceThe Product or Service
Website design or offers can allow customers to directly or indirectly experience a product before buying it
EngageThe Customer
Engaging with customers through social media, blogs, microblogging allows for potential relationships to form and
then possible loyalty and commitment from customers
5. 7C CRITICAL ONLINE MARKETING COMPONENTS
¡ 7C online marketing framework is used by firms when they are trying to develop online marketing efforts
through websites and blogs.
1. Core Goals
Goals of the website
2. Contextual Elements
Design and navigation of website that is
inline with target market
3. Content
Information content on the website
Involving text, graphics, video, audio,
links
4. Community
Allowing customers to interact, socialize,
share information on websites through
blogs or comment sections
5. Communication
Having clear communication
channels on websites to allow
customers to engage and be
educated
6. Commerce
Allowing difference
payment methods, loyalty
programs
7. Connection
Websites engage customers
and provides them with a call
to action
6. WHEEL OF SOCIAL MEDIA ENGAGEMENT INTRODUCTION
¡ The Wheel of Social Media Engagement puts
together five related effects for driving social media
engagement.
¡ The wheel has five main effects which are
Information Effect, Connected Effect, Network
Effect, Dynamic Effect, andTimeliness Effect.
7. WHEEL OF SOCIAL MEDIA ENGAGEMENT DETAILS
¡ The Information Effect: outcome of digital marketing where relevant information is spread by firms or individuals
to other members of their social network.
¡ The Connected Effect: outcome of social media that satisfies human’s need to connect with others, people learn
what friends are interested in while also broadcasting their interests.
¡ The Network effect: outcome of social media engagement where every time a firm or person posts media it is
transferred to their connections on social media causing the information and media to spread rapidly and
instantaneously.
¡ The Dynamic Effect: describes the way information is exchanged to participants network through back-and-forth
communications in an active manner.
¡ The Timeliness Effect: firms being able to engage with customers at the right place, times and locations. Firms
being assessable practically 24/7.
8. SOCIAL MEDIA ENGAGEMENT PROCESS
¡ The social media engagement process is a three-step process that is used by firms to engage customers through
online, social and mobile media use.
Listen
Listen and monitor what customers do and
say on their social media sites via blogs,
reviews
Analyze
Analyzing what customers do on brand’s
websites using tools like hits, page views,
bounce and conversion rates, click paths
and keyword analysis.
Do
Use listening and analyzing tools to implement ways to
engage with customers and build relationships
9. STEPS TO A DIGITAL MARKETING CAMPAIGN
1. IDENTIFY STRATEGIES
AND GOALS
2. IDENTIFY TARGET
AUDIENCE
3. DEVELOP THE
BUDGET
4.DEVELOP THE
CAMPAIGN:
EXPERIMENT AND
ENGAGE
5. MONITOR AND
CHANGE
10. INFLUENCER MARKETING
¡ Influencer Marketing is a marketing strategy that uses the influence of those in
society who are popular or have influence across social media to deliver messages
to their audience. This type of marketing has become very popular for companies to
promote their brand or products to target markets, with around 75% of marketers
using influencer marketing.
11. 4R’S OF
INFLUENCER
MARKETING
¡ Marketers use four key components to analyze the
effectiveness of an influencer.Their relevance, reach,
response and return.They want to pick an influencer who
has relevance to the target market-whether that is being a
celebrity or fitting into a certain domain. Secondly, they
want someone who will reach a lot of people, and who
appeal to the items or services the brand sells. Then, the
purpose of influencer marketing is to receive a response, so
the influencer needs to be engaged with their followers in
order to create a good response from their followers and
gain publicity for the brand. Lastly, return which is what the
whole purpose of influencer marketing is for, to get
revenue. Most companies use ROI, Return on Investment to
analyze how well an influencer’s campaign did.
