Digital Marketing Online Social and Mobile
- 1. DIGITAL MARKETING ONLINE SOCIAL AND MOBILE. By: Tasha Harris
- 2. DIGITAL MARKETING In 2023: • 92% of individuals in the United States own a smartphone. • 148.2 billion apps were downloaded by users • 171 billion dollars were generated via purchases through mobile apps globally The use of digital channels to market products and services. This includes the use of websites, mobile devices, social media, search engines, apps and other similar channels.
- 3. THE 4E FRAMEWORK OF DIGITAL MARKETING Education Experience Engagement Excitement Excite the Customer Educate the Customer Experience the Product or Service Engage the Customer
- 4. THE 7C ONLINE MARKETING FRAMEWORK Core Goals Communication Contextual elements (design & navigation) Commerce Content Connection Community Seven critical elements that marketers must consider when devising an online marketing strategy, designing websites and blogs to target and appeal to both potential and current customers.
- 5. THE 7C ONLINE MARKETING FRAMEWOR K Core Goals: engage its users by encouraging them to spend time viewing and interacting with its content and engage in ecommerce. Contextual Elements: involves website design and navigation that align with the target market Content: includes text, graphics, video and audio. These are critical to being successful and keeping customers engaged. Community: allows customers to interact, social, share information and create a sense of community by posting comments, reviews, responses, images, videos, and suggestions for new products and services. These include – blogs, microblogs, personal blogs, corporate blogs, professional blogs and crowdsourcing. Communication: precise, meaningful and helpful content. How effectively can companies interact with site visitors. This could be through live-chat, email or telephone. Commerce: providing consumers with a varying range of options for purchasing, such as mobile apps, as well as websites. Connection: provides customers with a call-to-action buttons. Buy Now, Learn More, and Show Your Support are examples that encourage visitors to explore more throughout the website.
- 6. THE WHEEL OF SOCIAL MEDIA ENGAGEMENT THE FIVE EFFECTS THAT DRIVE SOCIAL MEDIA Information Connected Network Dynamic Timeliness Engageme nt
- 7. THE WHEEL OF SOCIAL MEDIA ENGAGMENT Information Effect: outcome of digital marketing where relevant information is spread to members of their social network. Connected Effect: outcome of social media that satisfies humans need to connect with others. Network Effect: outcome of social media engagement where every time someone posts information, it is transferred to the poster’s social media connections and spread instantly. Dynamic Effect: describes the way information is exchanged with network users through communication. This back-and- forth communication promotes engagement and makes consumers more likely to purchase. Timeliness Effect: is concerned with the company being able to engage with customers at the right time – 24/7 from any location. Responding to customers in a timely manner can impact purchase intentions.
- 8. APP PRICING MODELS AD-SUPPORTED APPS • Free to download • Ads appear on the screen. • Generate revenues while users interact with the app FREEMIUM APPS • Free to download • Include In-app purchases for users to enhance an app or game PAID APPS • Charges customer up- front to download the app • Offers full functionality once downloaded • Some also offer further in-app purchases for additional functionality
- 9. SOCIAL MEDIA ENGAGEMENT PROCESS Determining how firms should engage with their consumers using online, social and mobile media. •Systematic Monitoring •Utilizing Social Media Monitoring Tools Listen •Amount of Traffic •Who are they? •Where do they come from? Analyze •Use data for personalized offers •Aggregate data to understand trends Do
- 10. STEPS TO CREATING A MARKETING CAMPAIGN Identify Strategy and Goals Identify Target Audience Develop a Budget Develop the Campaign: Experiment and Engage Monitor and Change What does the firm hope to promote & achieve? Who will the firm target? What is the firms allotted marketing budget? Develop communications, copy and images. Final Step: Review the success and make changes.
- 11. INFLUENCER MARKETING Marketing strategy that uses opinion leaders and popular social media users to drive marketing to a targeted audience. Remember the 4Rs – Relevance, Reach, Response, and Return. Does the influencer and their followers coincide with the brand and its message? Does the influencer have reach? This depends on the influencers follower count, level of activity and engagement with followers. How are the influencers followers responding to the message. Are followers liking and commenting? What is the ROI? Has the influencer marketing campaign increased revenue?
- 12. TYPES OF INFLUENCERS Large Following, Widely Recognized Celebrity • Social Media • Print • Television Modest Following, Niche Interest Micro • Posts on Social Media sites • Shared Promo codes Writes for blog & has attracted readers/subscribers Blog • Reviews on blog • Guest blog posts Popular on Social Platforms among followers in target audience Social Media • Pictures posted with product • Shared hashtags • Features videos with product Key Opinion Leader, Expert in a Specific Field Specialized • Social Media – Tutorials or Reviews • Blog posts • Sponsored Print articles • Articles in Academic Journals