Chapter 21

This document provides an overview of Chapter 21 from the course "Managing Digital Communications: Online, Social Media, and Mobile". The chapter discusses online marketing, social media, word of mouth, and mobile marketing. It covers the advantages and disadvantages of online marketing, describes common online marketing communication options like websites, search ads and display ads. It also discusses social media platforms, creating word of mouth buzz, and tips for developing effective mobile marketing programs.

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Chapter 21

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Farhad Hossain

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Chapter 21

Managing Digital Communications:

Online, Social Media, and Mobile
Course Code: MKT-411

By,
Professor Dr. Md. Zakaria Rahman
Chairman,
Department of Marketing
Islamic University, Bangladesh
Chapter Objective
⮚ What are the pros and cons of online
marketing?
⮚ How can companies carry out effective social
media campaigns?
⮚ What are some tips for enjoying positive word
of mouth?
⮚ What are important guidelines for mobile
marketing?
Introduction
⮚ In the face of internet revolution marketing
communications today increasingly occur as a kind of
personal dialogue between the company and its
customer. Companies must ask not only “How should
we reach our customers?” but also “How should our
customer reach us?” And “How can our customers
reach each other?”
⮚ New technologies have encouraged companies to
move from mass communication to more targeted
two way communications.
Online Marketing
⮚ In previous we knew marketers distinguish paid
and owned media from earned media.
⮚ Paid media includes company-generated
advertising, publicity, and other promotional
efforts.
⮚ Earned media is all the PR and word of mouth
benefits receive without having directly paid for
anything. Social media play a key role in earned
media.
⮚ A large part of owned media consist of online
marketing communications.
Advantages of Online Marketing Communications:
⮚ By online communications the companies can offer or
send tailored information or message that engage
consumers by reflecting their special interest and
behavior.
⮚ Marketers can easily trace their effects by nothing how
many unique visitors or “Uvs” click on a page or ad,
how long they spend with it, what they do on it and
where they go afterward.
⮚ The internet also offers the advantages on contextual
placement, which means marketers can buy ads on
sites related to their own offerings.
⮚ They can also place advertising based on keywords of
customer type.
Disadvantages of Online Marketing
Communications:
⮚ Consumer can effectively screen out most
messages.
⮚ Marketers may think their ads are more
effective than they really are if bogus clicks are
generated by software powered Web Site.
⮚ Advertisers also lose some control over their
online messages, which can be hacked or
vandalised.
Online Marketing Communication Options:
There are four of the main categories of online
marketing communications are
I. Website
II. Search ads
III. Display ads
IV. Email
WEB SITES:
⮚ Companies must design website that embody
or express their purpose, history, product, and
vision and that are attractive on first viewing
and interesting enough to encourage repeat
visits.
⮚ Visitors will judges heights performance on
ease of use and physical attractiveness.
Ease of use means
1. The side downloads quickly.
2. The first phase is easy to understand.
3. It is easy to navigate to other pages and open
quickly.

Physical attractiveness is ensured when:

4. Individual pages are clean and not crammed with
content.
5. Typefaces and font sizes are very readable.
6. The sites makes good use of colour.
SEARCH ADS:
There are two types of search sites like, paid search and
pay per click ads.
⮚ Paid search:
Marketers bid in a continuous auction on search terms
that serve as a proxy for the consumer’s product or
consumption interest.

⮚ Pay-per-click ads:
Advertisers pay only if people click on the link but
marketers believe consumers who have already
expressed interest by engaging in search are prime
prospects. The cost per click depends on how highly the
link is ranked on the page and popularity of the keyword.
DISPLAY ADS:
⮚ Display ads or banner ads are small
rectangular boxes containing takes and
perhaps a picture that companies pay to place
on relevant website.
⮚ In the display ads the larger the audience, the
higher the cost. It mainly depends on a
popular website.
EMAIL:
⮚ Email allows marketers to inform and
communicate with customers at a fraction of
the cost of a d-mail, or direct mail, campaign.
Email can be very productive selling tools.
⮚ How to maximize the marketing value of E-mails
i. Give the customers a reason to respond
ii. Personalize the content of your e-mail
iii. Offer something the customer can’t get via
direct mail
iv. Make it easy for customer to opt in as well as
unsubscribe.
v. Combine e-mail with other communications
such as social media
(N: B: See page No. 642 of your text book for
more details)
Social Media
Social media are a means for customers to share
text, images, audio, and video information with
each other and with companies, and vice versa.

Social media allowed marketers to establish a

public voice and presence online.
SOCIAL MEDIA PLATFORMS;
There are three main platforms for social media
1. Online communities and forums
2. Blogs
3. Social network ( Facebook, Twitter, YouTube)
1. Online communities and forums:
⮚ Online communities and forums come in all
shapes and size.
⮚ Many online communities and forums are
created by consumers or groups of consumers
with no commercial interests for company
affiliations.
⮚ A key for success in online communities is to
create individual and group activities that help
from bonds among community members.
2. Blogs
⮚ Blogs are regularly updated online journals or
diaries, have become an important outlet for
word of mouth.
⮚ Corporation are creating their own blogs and
carefully monitoring those of others. Because
many consumers examine product
information and reviews contained in blogs.
3. Social network
⮚ Social Network have become an important
force in both business-to-consumer and
business-to-business marketing. Some social
networks are Facebook, LinkedIn, Twitter etc.
⮚ Marketers are still learning how to best tap
into social networks and their huge, well
defined audience.
USING SOCIAL MEDIA;
⮚ Social media allow consumers to become
engaged with a brand at perhaps a deeper and
broader level than ever before.
⮚ But as useful as the may be, social media are
rarely the sole source of marketing
communication for a brand.
In short, marketers must recognise that when it
comes to social media on this some consumers
want to engage with some brands and even then
only some of the time.
Word of mouth
Social media are one example of online word of
mouth. Word of mouth is a powerful marketing
tool.
FORMS OF WORD OF MOUTH:
⮚ Contrary to popular opinion most word of
mouth is not generated online. One research
showed that about 90% occurs offline,
especially 75% face to face and 15% over the
phone.
⮚ Viral marketing is a form of online word of
mouth or ‘word of mouse’ that encourage
consumers to pass along company-developed
product and service audio, video or written
information to others online.
CREATING WORD-OF-MOUTH BUZZ:
⮚ Products don't have to be outrageous or edgy to generate
word of mouth buzz. Although more interesting brands are
more likely to be talked about online, whether a brand is
seen as novel exciting or surprising has little effect on
whether it is discussed in face to face oral communication.
⮚ Brands discussed offline are open doors that are salient and
visible come easily to mind.
⮚ Research has shown that consumers tend to generate
positive WOM themselves and share information about their
own positive consumption experiences.
⮚ Viral marketing tries to create a splash in the marketplace to
showcase a brand and its noteworthy features. Some believe
viral marketing efforts are driven more by the rules of
entertainment than by the rules of selling.
⮚ A customer's value to a company depends in part on his or
her ability and likelihood of making reference and engaging
positive word of mouth.
⮚ Huba and McConnell describe the following rungs
on the customer loyalty ladder.
1. Satisfaction- sticks with your organisation as long
as expectations are met
2. Repeat purchase- returns to your company to
buy again
3. Word of mouth/ buzz- puts his or her reputation
on the line to tell others about you
4. Evangelism- convince others to purchase/join
5. Ownership- feels responsible for the continued
success of your organisation.
MEASURING THE EFFECT OF WORD OF MOUTH:
Many marketers concentrate on the online
effects of word of mouth, given the ease of
tracking them through advertising, PR, and
digital agencies. Through demographic
information or proxies for that information and
Cookies, firms can monitor when customers
blog, comment, post, share, link, upload, friend,
stream, write on a wall, or update a profile.
Mobile Marketing
Given the presence of smart phones and tablets
everywhere and marketers' ability to personalize
messages based on demographics and other
consumer behavior characteristics, the appeal of
mobile marketing as a communication tool is
obvious.
THE SCOPE OF MOBILE MARKETING:
There are four distinctive characteristics of a
mobile device:
1. It is uniquely tied to one user;
2. It is virtually always "on" given it is typically
carried everywhere;
3. It allows for immediate consumption because
it is in effect a channel of distribution with a
payment system;
4. It is highly interactive given it allows for geo
tracking and picture and video taking.
DEVELOPING EFFECTIVE MOBILE MARKETING
PROGRAMS:
⮚ Marketers are wise to design simple, clear, and
clean sites, paying even greater attention than
usual to user experience and navigation.

⮚ Experts point out that being concise is critical with

mobile messaging, offering the following advice:
1. Mobile ad copy should occupy only 50 percent of
the screen, avoiding complex viewing experiences
that may take a toll on consumers' battery and data
availability as well as on their time.
2. Brands should limit their ads to a pair of
phrases-the offer and the tagline.
3. Brands should place their logo in the corner of
the mobile ad frame.
4. Ads should use at least one bright color, but
no more than two. Calls to action should be
highlighted with a bright color.
MOBILE MARKETING ACROSS MARKETS:
⮚ Although a growing population segment uses
smart phones and tablets for everything from
entertainment to banking, different people
have different attitudes toward and
experiences with mobile technology. U.S.
Marketers can learn much about mobile
marketing by looking overseas.