Digital Marketing

 Extensive experience in operations and
management, with research background in a variety
of techniques and analysis.
 Recipient of several awards, including Distinguished
Tenured Staff Award of 2013, Business Program
Instructor of the year for 2013 and 2014 and the
Parthenon award for best instructor in 2012, 2010
and 2003, and Certificate of Honor for instructor of
the year from the City and County of San Francisco.
 Included in the 2000 to 2001 "Who’s Who in Finance
and Industry."
Ahmed Banafa

 Now …think about this !!!

How serious are social networks ?

Digital marketing
is an umbrella term for the targeted, measurable, and
interactive marketing of products or services using digital
technologies to reach and convert leads into customers and
retain them.
The key objective is to promote brands, build preference and
increase sales through various digital marketing techniques.
It is embodied by an extensive selection of service, product
and brand marketing tactics, which mainly use the Internet as
a core promotional medium, in addition to mobile and
traditional TV and radio.

E-commerce Trends 2014–2015
 Retail e-commerce grows over 15%
 Continued expansion of mobile, social, and
local e-commerce
 Mobile platform rivals PC platform
 Continued growth of cloud computing
 Explosive growth in Big Data
 Continued growth of user-generated
content on social networks, blogs, wikis

Types of E-commerce
 Business-to-Consumer (B2C)
 Business-to-Business (B2B)
 Consumer-to-Consumer (C2C)
 Mobile e-commerce (M-commerce)
 Social e-commerce
 Local e-commerce

The Growth of B2C E-commerce in the U.S.
SOURCE: Based on data from eMarketer, Inc., 2014b; authors’ estimates.

The Growth of B2B E-commerce in the U.S.
SOURCE: Based on data from U.S. Census Bureau, 2014; authors’ estimates.

The Mobile Platform
 Most recent development in Internet
infrastructure
 Enables access to the Internet via
wireless networks or cell-phone service
 Mobile devices include
Tablets
Smartphones
Ultra-lightweight laptops

 …But what is Digital Marketing ?

 Can you be more specific …

A Model of Online Consumer Behavior

An Online Consumer Purchasing Model

Web Analytics and the Online
Purchasing Process

Online Marketing Platforms
SOURCE: Based on data from eMarketer, Inc., 2014a; BIA/Kelsey 2014a, 2014b

The Social Marketing Process
 Five steps in social marketing, also
applicable to local and mobile
marketing

The Growth of Mobile Commerce
SOURCE: Based on data from eMarketer, Inc., 2014e.

The Top Mobile Marketing Firms by Revenue
Figure 7.10, Page 457 SOURCE: Based on data from eMarketer, Inc., 2014a.

Social Network Features
and Technologies
 Profiles
 Friends network
 Network discovery
 Favorites
 Games, widgets,
apps
 E-mail
 Storage
 Instant messaging
 Message boards
 Online polling
 Chat
 Discussion groups
 Experts online
 Membership
management tools

Facebook Marketing
 Basic Facebook features
News Feed
Timeline (Profile)
Graph Search
 Social density of audience is magnified
Facebook is largest repository of deeply
personal information
Facebook geared to maximizing connections
between users

Facebook Marketing Tools
 Like Button
 Brand Pages
 News Feed Page Post Ads
 Right-Hand Column Sidebar Ads
 Mobile Ads
 Facebook Exchange (FBX)

Typical Facebook Marketing Campaign
 Establish Facebook brand page
 Use comment and feedback tools to develop
fan comments
 Develop a community of users
 Encourage brand involvement through video,
rich media, contests
 Use display ads for other Facebook pages and
social search
 Display Like button liberally

Measuring Facebook Marketing Results
 Basic metrics:
 Fan acquisition (impressions)
 Engagement (conversation rate)
 Amplification (reach)
 Community
 Brand strength/sales
 Facebook analytics tools
 Facebook Page Insights
 Social media management systems (HootSuite)
 Analytics providers (Google Analytics, Webtrends)

Twitter Marketing
 Real-time interaction with consumers
 270 million active users worldwide
Over 75% access Twitter from mobile device
 Will Twitter become the next Google?
 Basic features
Tweets and retweets
Followers
Hashtags

Twitter Marketing Tools
 Promoted Tweets
 Promoted Trends
 Promoted Accounts
 Enhanced Profile Page
 Amplify
 Television Ad Retargeting
 Lead Generation Cards
 Mobile Ads

Typical Twitter Marketing Campaign
 Follow others relevant to your content
and conversation
 Experiment with simple Promoted
Tweets
 For larger budgets, use Promoted
Trends and TV ad retargeting
 For retail business local sales, build
Lead Generation Card

Measuring Twitter Marketing Results
 Similar to Facebook results
Fan acquisition, engagement, amplification,
community, brand strength/sales
 Analytics tools
Twitter’s real-time dashboard
Twitter’s Timeline activity dashboard
Third-party tools
 TweetDeck
 Twitalyzer
 BackTweets

 75 percent of the engagement on a
Facebook post happens in the first 5
hours.
 23 percent of teens consider Instagram
as their favorite social network.
 More than two users sign up for
LinkedIn every second.

 53 percent of interaction between
Google+ user and a brand is positive.
 44 percent of users on Twitter have
never sent a tweet.
 84 percent of women and 50% of men
stay active on Pinterest.

 40 percent of YouTube traffic comes
from mobile.
 Number of snaps sent per day on
SnapChat is 400 million.
 Weekends are the most popular time to
share Vines.
 Blogs generate 67 percent more leads
for B2B marketers.

Digital Marketing

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