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
