BUS 360: Chapter 3: Digital Marketing: Online, Social, and Mobile

educate the customer

marketer has a golden opportunity to educate customers about its value proposition when they go on websites Education is all about reminding people what they already know engaging in appropriate education, marketers expand the overlap benefits that they provide with the benefits the customers require

Micro influencer

modest following, niche interest

Analyze

part of Social Media Engagement Process Amount of traffic: who are they? Where to do they come from? Hits Page views Bounce rates Click paths- every click matters Conversion rates Keyword analysis

Listen

part of Social Media Engagement Process Systematically monitoring: utilizing social media and monitoring tools Listening helps to determine digital marketing objectives and strategies Sentiment analysis allows marketers to analyze and determine consumers' attitudes and preferences

Do

part of Social Media Engagement Process Use data for personalized offers: aggregate data to understand trends Develop and implement social media campaigns

The Dynamic Effect

part of wheel for social media #1- information is exchanged to network participants through back and forth communications #2- people flow in and out of networked communities as their interests change

the connected effect

part of wheel for social media Humans innate need to connect with other people This connection is social media is bi-directional-- People learn what their friends are interested in, but they also broadcast their own interests and opinions to those friends

The Network Effect

part of wheel for social media Outcome in wich every post is spread instantaneously across social media agents' network One Way companies expand their Network effects is by paying celebrities to write posts / upload pictures with their products

The information effect

part of wheel for social media When relevant information is spread by firms or individuals to other members of the social network

The Timeliness Effect

part of wheel for social media is concerned with the firm being able to engage with the customer at the right place/time—their ability to do so 24/7 from any location. Social media can engage with the customer at the right place and time

social media influencer key channels

pictures posted with the product, shared hashtags, videos featuring the product

Social Media Influencer

popular on social platforms (insta, youtube, twitter) among followers in specfic target audiences

micro influencer key channels

posts on social media sites, share promo codes

Reach

refers to the percentage of a Target population exposed to a specific marketing communication at least once depends on the number of followers, the level of activity by the influencer, and the degree of Engagement between followers and influencer as well as with others

Blog influencers key channels

reviews bog, guest blog posts

Contextual Elements

second C in Online marketing framework Design Navigation Must be in alignment with target market

Connection

seventh C in Online marketing framework Engage customers and provide a call to action Allow customers to interact with the firm continuously Enable positive engagement

Commerce

sixth C in Online marketing framework Desktop usage is greater, and conversion rates are higher for online purchases v.s mobile The most loyal customers use multiple channels Customers want a range of online purchase options

Content

third C in Online marketing framework Monitor to ensure relevancy Devise appropriate keywords to improve organic search Implement SEM paid search Must resonate with its target market have information viewed by keywords, organic search, and Search Engine Marketing

what should you think about when you hear online marketing?

websites!!

Blog influencers

writes for a blog and has attracted readers and subscribers with that content

Key word

A phrase that describes the contents of a web page.

Corporate Blogs

A website created by a company in often used to educate customers can also post videos that are not only educational, but also help customers stimulate the experience of using the product or service

Engage the Customer

Action, relationship, loyalty, and commitment Positively engaged consumers lead to more profitability Engagement can also backfire

App Pricing Models

Ad-supported apps Freemium apps Paid apps paid apps with in-app purchases

Search Engine Marketing

An activity used in online searches to increase the visibility of a firm by using paid searches to appear higher up in search results

Key Word Analysis

An evaluation of what keywords people use to search on the Internet for their products and services. Some companies want to analyze data that come from other sites With this information they can refine their websites by choosing keywords to use in their site that customers can use

Blogs/microblogs

An online diary with periodic posts that allows people to share their thoughts, opinions, and feelings with the entire world; corporate blogs are a new form of marketing communications.

Freemium Apps

Apps that are free but there are freemium things that you pay for in-app purposes ex. Certain content, gear, and accessories can demand a lot of time and effort. If users don't want to wait, they can purchase points and app earns Revenue through such purchases

Ad-Supported Apps

Apps that are free to download but place ads on the screen when using the program to generate revenue. the majority of app revenue is generated from the three remaining price models

7C online marketing framework is...

Core goals Contextual elements (design & navigation) Content Community Communication Commerce Connection

Personal blogs

Created by and usually for individuals, with relatively few marketing implications

The 4E Framework for Digital Marketing is...

Excitement Education Experience Engagement

Monitor and Change

Fifth step of marketing campaign Review the success of the campaign and make changes as necessary Firms should make the necessary changes to increase their brand presence online and improve their digital conversion rate

Paid Apps

Fixed fee or monthly Charge the customer and upfront price to download the app, but offer full functionality once downloaded Similar to the freemium model, paid apps with an app purchases require consumer to pay intentionally to download the app and then offer the ability to buy additional functionality

Sincerity

Followers must believe that an influencer truly likes and appreciates a promoted product key is to ensure that the influencer actually uses the promoted offering and shares an honest sincere evaluation of it

Developing the Campaign: Experiment and Engage

Fourth step of marketing campaign There should be a call to action that is clear and compelling Campaign must appeal to the right customers

How to do a digital target marketing Campaign:

Identify strategy and goals Identify target audience Develop budget Campaign: experiment and engage Monitor and change

Relevance

Influencer marketing is more effective if relevant influencers, with expertise and some related element, share a brand message Relevance also depends on who the followers are

Wheel of Social Media Engagement

Information Connected Network Dynamic Timeliness

Hits

It's important to determine the amount of traffic using their sites, visiting their blogs, or tweeting about them. a measure used for this purpose is the number of hits

Firms Social Media Engagement Process

Listen >> analyze >> Do

Conversion Rates

Measure that indicates what percentage of visitors or potential customers act as the marketer hopes, whether by clicking buying or donating Not only does it measure how well the site is achieving its goals, it can also signal a serious problem

why going mobile and social?

Need for "me time" Need to socialize Need to shop (Showrooming) Need to Accomplish Need to Prepare Need to Discover Need to self-express

Excite the Customer

Offer must be relevant to the targeted customer Relevancy through personalized offers In some cases, location based software and applications help bring offer to the customer where they are in the process of making a purchase decision

Response

Once followers engage with a message, the brand needs for them to go further and respond in ways that benefit it The measure of response depends on what the campaign aims to achieve

Experience the Product or Service

Promote vivid information about goods and services-- Stimulate real experiences For other offerings, such as services, digital marketing again offers experience-based information that was not previously available unless consumers bought and tried the product or service

Return

ROI Refers to the revenue earned from some action, less the cost of that action, divided by the cost The only direct measure to see if consumers Buy marketed products because they saw their favorite influencer music, is if the post contains a direct link that would allow followers to purchase

Bounce Rate

Refers to the percentage of times a visitor leaves the site almost immediately, such as Leaving only one page The higher the bounce rate, the less effective the site

Assessing the Efficacy of Influencers

Relevance Reach Response Return

Identify target audience

Second step of marketing campaign Marketers aim to find an audience big enough so they can reach all those who might adopt their product For friends with multiple Target markets, this analysis should be performed iteratively Because both marketing messages and digital channels likely will be different among and between segments

Click Paths

Show how users proceed through the information

specialized influencer Key Channel

Social Media, tutorials, reviews, blog posts, sponsored print articles, articles in academic journals

Celebrity key channels

Social media, print, television

Fraudulent influence

The incentive to boost follower numbers has led to unethical behaviors A brand would then overpay, anticipating higher reach, but actually achieving a lower Financial return

Organic Search

The process of listing web pages results based on the relevancy of key terms

Develop a Budget

Third step of marketing campaign Budgeting is key In addition to an advertising and content development budget, money should be allocated for digital marketing

Crowd Sourcing

User submit ideas for new products or service, and comment and vote on the idea submitted by others

Influencer Marketing

Using opinion leaders popular on social media to drive marketing messages to a targeted audience Firms hire (or encourage) these opinion leaders to promote brand messages to their follows

Professional Blogs

Website written by a person who reviews and gives recommendations on products and services Marketers have less control over professional bloggers than they do their own corporate blogs Consumers seem to trust professional bloggers reviews Can be exciting and educational by exposing customers to new products or services

Disclosing Advertising

When influencers are paid to promote a product, that information should be clear in the post FTC has published guidelines to help influencers engage in ethical marketing and be transparent about their motives

types of influencers

celebrity, micro, blog, social media, specialized

Communcation

fifth C in Online marketing framework Clear, helpful, meaningful content Interact with, engage, and educate site visitors Provide a mechanism for customers to communicate with the firm

Core goals

first C in Online marketing framework The basis of any marketing strategy is its goals Determine Specific goals Align the goals with the target market

Identify strategy and goods

first step of marketing campaign Firm has to determine exactly what it hopes to promote and Achieve through its campaign

Community

fourth C in Online marketing framework Allow customers to interact Use corporate and professional blogs Engage in crowdsourcing Allow customers to interact Use corporate and professional blogs Engage in crowdsourcing

Ethical Considerations for influencer marketing

fraudulent influence, disclosing advertising, sincerity

specialized influencers

key opinion leader or expert in a specific field

Celebrity

large following, widely recognized