UNIVERSITY INSTITUTE OF COMPUTING

Bachelor of Computer Application

Subject Name: Social media analytics

21CAH-352/21SCH-352

Social media Analytics DISCOVER . LEARN . EMPOWER

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Digital Marketing

• Digital marketing is the act of selling products and services through

channels such as social media, SEO, email, and mobile apps.
Basically, digital marketing is any form of marketing that involves
electronic devices.
• It can be done online and offline, and in fact, both kinds are important
for a well-rounded digital marketing strategy.
Types of Digital Marketing

• Social Media Marketing

• Social media marketing involves the use of social media channels (like Instagram, Twitter and YouTube) to build a
brand, connect with customers, drive website traffic and increase sales. These platforms have proven to be
excellent marketing tools because they can educate customers on products, individualize consumer social media
experiences, and engage with an audience in a way that wasn’t possible before. Marketers rely on data analytics
tools to develop targeted ads and timely posts that increase social media engagement with brands and boost
revenue.

• Content Marketing

• Content marketing focuses on creating relevant, interesting and valuable content that attracts an audience and
converts them into customers. Marketers are turning to this form of content because it boosts SEO traffic and
increases both the quantity and quality of customers. A clever content marketing example is Coca Cola’s “Share a
Coke” campaign. The company labeled its iconic bottles and cans with popular names to build stronger bonds with
customers. The experiment was such a resounding success in Australia that it ended up being implemented in 80
countries worldwide.
Types of Digital Marketing

• Influencer Marketing

• Influencer marketing is a type of social media marketing that relies on the virality and popularity of social
media influencers, who are paid to promote and endorse products. Essentially, companies pay social media
accounts with a large following to include their product in an Instagram, Snapchat or even Facebook post.
Influencer marketing has proven profitable for both the company and the influencer.

• SEO Marketing

• Have you ever wondered how a search engine picks its search results for your specific query? How does it
know what to choose at the top option? Much of that has to do with search engine optimization (SEO). SEO is
the practice of increasing unpaid (known as organic) traffic through a variety of technical and content-related
practices that make it easier for a search engine to read, understand and rank a site. Optimizing a site’s content
, photos or backend procedures provides an uncluttered and efficient experience for both a user and a search
engine, resulting in higher rankings.
 Types of Traditional Marketing

• Print Marketing

• Print marketing involves marketers reaching out to target audiences through offline formats. Brochures,
informative flyers and mail advertisements are a few examples of print marketing that marketers hand out or
deliver to the homes of consumers. Businesses may also try to reach wider audiences by placing ads in
magazines, newspapers and other publications. While marketing teams focus on producing concise written
content, they must also determine how to pair text with visuals.

• Billboard Marketing

• Billboard marketing is another way to expose more consumers to a brand and features content on larger
physical surfaces. Consumers can find these kinds of advertisements in crowded areas like Times Square,
along popular highways or on the walls of buildings. Some companies may pay for mobile billboards, placing
ads on the sides of trucks or public transportation vehicles. All billboards follow the same principles of print
marketing, combining written content with coordinated color schemes, images and other visuals.

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 Types of Traditional Marketing

• Event Marketing

• Event marketing relies on both company-sponsored and public events where a business can have
conversations with customers and spread its brand through physical materials. Examples of company-
sponsored events include hosting a conference or learning convention. Organizations may also join public
events, such as setting up a booth at a local community arts fest. Companies should supply marketing teams
with materials like tents, banners and flyers for interested individuals.

• Product Marketing

• Product marketing is vital to the success of a new product launch and is applicable across many industries.
Even before the product is built, these marketers are doing intense market research to ensure that the product
is the right fit for a company’s customers and that it serves a useful purpose. Then, the product team will use
the product marketer’s insights as a guide on what to include in the new product. As the product is being built,
the marketer will arm the sales team with the necessary knowledge and materials that will help them sell the
product to current customers and reach out to new audiences

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How to Get Into Marketing

• Marketing is a unique field, filled with people who are analytical, yet have an in-depth understanding of
human psychology and storytelling. Companies all over the world need competent marketers as more and
more products are developed. Who best to evangelize a product other than the people who have the most
knowledge about the industry? If you think that mixing analytics with storytelling sounds intriguing, then a
career path in marketing might be for you.

• Marketing Coordinator

• Marketing coordinators provide a variety of administrative functions for marketing teams. These tasks can
include website maintenance, copy editing, meeting coordination and event planning. Seen as an entry-level
position into the world of marketing, most coordinators usually have a bachelor’s degree in marketing, PR or
journalism.
How to Get Into Marketing

• Social Media Manager

• A social media manager oversees a company’s marketing campaigns and activities conducted on social
media platforms, such as Facebook, Instagram and Twitter. Creating content, developing a content schedule,
monitoring posts and enforcing brand guidelines are a few tasks this position performs. Social media
managers should also know how to measure social media metrics with popular tools, including Google
Analytics, Sprout Social and BuzzSumo.

• Brand Manager

• A brand manager makes key decisions on how a company should present itself to target audiences and how
to craft a brand that produces the desired perception. This role conducts market research to understand where
products or services fit into a certain market and how to set a company apart from its competitors. Once they
establish a brand strategy and marketing budget, brand managers collaborate with teams across the
organization to ensure a company’s brand remains consistent.
Digital Marketing Strategy Frameworks

• A digital marketing strategy framework is like a compass guiding you towards your marketing goals.
Without one, executing successful marketing projects and campaigns is challenging and unpredictable.

• Every company has different marketing goals and activities. With many moving pieces and
collaborators, a digital marketing strategy framework brings structure to the digital marketing process.
Marketers can save time by modeling their frameworks from existing frameworks instead of starting
from scratch with each new marketing project.
 Benefits of using a digital marketing strategy framework

• Digital marketing strategy frameworks help develop an effective marketing plan. Nearly 40% of marketers do
not think their digital marketing strategy is effective. This failure is mainly due to a lack of planning and
digital marketing models — or using the wrong model to achieve your marketing goals.

• Digital marketing strategy frameworks help marketers:

• · Develop successful digital marketing plans by identifying critical actions for each stage of the customer
journey

• · Identify roadblocks to conversions by analyzing the entire customer journey and past marketing
performance

• · Recognize opportunities to drive customers towards the desired action

• · Avoid gaps in hand-offs by creating harmony between collaborating teams

• · Create a smooth experience and minimize friction at every customer touchpoint

Examples of digital marketing strategy frameworks

• RACE planning

• RACE planning is a popular example of a digital marketing strategy framework. RACE stands for Reach, Act,
Convert and Engage, and focuses on sales growth. Let’s take a look at the four phases in RACE planning:

• · Reach: Building brand awareness and visibility are the main goals of the 'Reach' process. This includes
generating website traffic, external links, social media interactions, and earned media.

• · Act: 'Act' entails persuading visitors to take a specific action on a website, sales page, or social media
account. Bounce rate, average time spent on a web page, and the number of subscribers are key metrics for this
stage.

• · Convert: 'Convert' focuses on converting passionate followers into paying clients. Conversion rate,
number of leads, sales, and revenue growth are key performance indicators.

• · Engage: 'Engage' is the process of developing authentic relationships with customers to increase
retention. Customer churn rate and repeat customer rate are two critical performance measures.
 Examples of digital marketing strategy
frameworks
• Marketing funnel

• This is one of the most commonly used digital marketing strategy frameworks. It illustrates the customer
journey from when prospective customers discover a company's products to when they purchase. The
marketing funnel is divided into four stages:

• · Awareness: This is when a prospective customer discovers a brand through direct digital marketing
channels such as targeted online ads or indirect digital marketing channels such as search engine optimization
(SEO).

• · Interest: In this stage, the customer's interest is sufficiently piqued by visiting the company's owned
media channels to learn more about their product.

• · Consideration: This is when a potential customer begins contemplating a product as a solution to their
problem.

• · Action: Here, the customer decides to patronize the company and purchase a product.
 Examples of digital marketing strategy
frameworks
• Flywheel model

• The flywheel model is a customer-centric digital marketing strategy framework. The goal of all functions in
the flywheel model is to optimize the customer journey, removing "frictions" that slow the buyer process, such
as inconsistent brand messaging.

• The flywheel model breaks down the customer journey into three phases:

• · Attract: Focuses on attracting customers' attention through organic or inorganic digital marketing
strategies

• · Engage: Focuses on creating a relationship with your audience and making them aware of your products

• · Delight: Focuses on supporting and enabling customers to have positive experiences and meet their
needs
THANK YOU

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