UNIVERSIDAD POLITÉCNICA DEL ESTADO DE NAYARIT

INTRODUCTION

From the industrial age, companies began to evolve rapidly. Organizations had to
start adapting to a more connected and communicative world.

With the emergence of social networks, the way of communicating with the use of
new tools was revolutionized, information began to flow excessively, companies
wanted to be present everywhere, but the transformation has been so rapid that
many have been left behind.

We currently have access to the web almost anywhere we are, on thousands of

devices.

The evolution to web 2.0 was characterized by being a bi-directional medium, this
means that it makes users participatory. We can share, rate or comment content.

Likewise, with the emergence of digital marketing, new market models and product
distribution were created, facilitating the purchase of companies' products and
services

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Digital marketing
is the marketing of products or services using digital technologies, mainly on the Internet, but
also including mobile phones, display advertising, and any other digital medium. Digital
marketing channels are systems based on the internet that can create, accelerate, and
transmit product value from producer to the terminal consumer by digital networks.

The Process Of Social Strategies

There are 4 stages in a successful social cycle:
1. Listening
2. Influencing
3. Networking
4. Selling

1 Social Listening

As with any marketing strategy, you need to start with your target audience. That’s why
social media marketing starts with listening.

Goals of Social Listening

What are you listening for? When tuning in to
social conversations, your goals are to:
• Track public perception of your brand.
• Identify the topics you need to be talking
about.
• Keep a pulse on the industry, where it’s
going, how it’s being perceived.
• Perform customer research.
• Conduct competitive research.

• Your brand – Watch for mentions of your company name, your products, or any other
identifying information.

Example: Apple might watch for mentions of the Apple watch or anything related to iOS.
• Topics relevant to your industry – You want to stay on top of the pulse of your
industry. So listen to the topics people are bringing up, their questions, and their hot buttons.
Example: Apple might follow conversations around wearable tech or smartphone cameras.
• Your competitors – What’s being said about them? Is it positive or negative? And
what are your competitors saying about you?

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Example: Apple’s competitors might be Android or Jeff Bezos. They’d be wise to watch for
mentions of them.
• Influencers – Listen for the topics thought leaders and influencers are talking about,
and look at the content they’re producing. They’re all clues for where the industry is moving.

Example: Apple should probably keep an eye on GigaONE and John Gruber.
• Public facing people in your company – Watch for mentions of your leaders and
influencers. What’s being said? Is it positive or negative?

Example: Mentions of Tim Cook and Arthur Levinson can reveal public perception of the
Apple brand.

The 3-Step Social Customer Service Plan

Respond quickly. Social media moves quickly. Make sure you perform triage within 12 hours
and resolve issues within 24 hours.
Empathize. Make an empathetic statement as soon as possible: "I'm sorry you ran into this,"
"I know this is frustrating," or "I can understand how important this is to you."
Move it to a private channel. If you can’t solve the issue in a sentence or two, take it off
public channels. Private messaging, email, or a phone call allow you to talk in detail without
the rest of your followers adding their two cents to the discussion.

2 Social Influencing

What are the signs that your influence is growing?

• You get more engagement – people retweeting or sharing your posts, and people
responding to your posts.
• Your traffic numbers increase – people click on your links.
• You develop a greater mindshare – people share their questions, thoughts, and
opinions with you, and they eagerly seek interaction with you.
• You become a recognized authority and a brand people watch.

Goals for Social Influencing

• During this phase of the social success cycle, you’re trying to:
• Increase engagement with your brand and your content.
• Start conversations around the topics related to your business.
• Boost traffic to your site.
• Build awareness of your products and offers.
• Grow your retargeting list.
Metrics to Watch
How do you know you’re building your social influence? These are the metrics that matter
most:
• Site engagement rates. Are you getting more social shares and comments?
• Traffic by channel. Traffic from your social media channels should increase over time.
• Offer awareness. People see and respond to the offers you make in social media.

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• Retargeting list growth. Through retargeting, you’re able to get your offers in front of
people who are most likely to buy from you—and they respond by downloading your lead
magnets and subscribing.

3 Social Networking

It’s at this stage of the social cycle that you connect with other influencers and authorities
and begin to move the needle.
Social networking is important for all businesses, whether you’re just getting started, scaling,
or expanding into new markets.

Your Goals for Social Networking

During this stage of the social success cycle, your aim is to:
• Share content that fills gaps left from your own content. This content may relate
topically or target people at different skill levels.
• Create good will with brands that are similar to yours.
• Over time, transform that good will into profitable partnerships.

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4 Social Selling

The fourth and final stage of the social success cycle is social selling.
This is where social media marketing gets interesting. Finally, after listening to your
prospects, building authority in your space, and establishing a strong network, you can start
putting your offers in front of people—and converting them.
What does good social selling look like?

The short answer is funnels. But you’ll use multiple channels for getting people into those
funnels, from blogging to retargeting to pay-per-click advertising

Goals for Social Selling

Your goals at this stage are to:
Generate leads to grow your email list.
Acquire new customers and upsell/cross-sell existing customers.
Increase buyer frequency, turning one-time customers into raving fans.
Metrics to Watch
To track your success at social selling, watch these metrics:
Number of leads. Over time, your email list show grow.
Offer conversion rate. Are your offers converting? Maybe your offer isn’t relevant or isn’t
close enough to your prospects’ bottom-line desire.
Buyer recency / frequency. You want customers to buy repeatedly and often.

Role playing
Role play or sales theater that is developed as a method of recycling and training vendors. It
should also be used to prove arguments.

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Mobile marketing:

Mobile marketing is marketing done through mobile devices, such as mobile phones. It
includes activities dedicated to the design, implementation and execution of marketing
actions.

The main actions of mobile marketing3 that are currently carried out are:

● The development of communication campaigns consisting of sending SMS or MMS

through mobile devices of a specific content, whether informative or promotional,
aimed at previously treated databases and systematized properly.

● The realization of communication campaigns consisting of the use of mobile devices

as a means for a specific audience to participate in promotions, contests or raffles
that have been previously announced in other media such as radio, press or
television, by sending one or more SMS, MMS or making phone calls by the
customer.

● The development of campaigns for issuing telephone calls to mobile devices, from a
company and directed mainly to previously treated and systematized databases, with
the aim of informing about promotions, products or services.

● The use of mobile devices as an advertising medium by inserting advertisements or

sponsorships in content that is distributed through this channel.

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 ● The Averaging, 4 that uses games to promote a product or brand.

The various mobile marketing actions can be grouped into four media:
● messaging (SMS and MMS)
● mobile Internet
● voice and music (modalities in the RBT - Ring Back Tone)
● applications (or apps).

Analysis of mobile marketing

● Conduct a study of your target customer

The first step to successful mobile marketing is to have an idea of who your target customer
is. Through the study, you will unearth some of their attributes, including, what they like,
which mobile apps they are using or which websites they visit often and why.
With this information, you will know how to structure effective ads, and where to place them
to attract more viewers. You may carry out a market survey or use app reviews and
feedbacks to gain some information about your customer preferences.

● Seize the opportunities on social media platforms

As noted earlier, the number of social media users is staggering. Thus, a well-crafted ad can
do wonders and reach large numbers of mobile users. Tools and services (like Pagemodo)
are there to help you create a professional Facebook page and run it successfully. It will also
come in handy while setting up the page.
This is because it will help in customizing a clearly distinguishing, attractive cover photo and
a professional looking tab. With such a tool, you can monitor the performance of your ads to
tell how effective they are. In today’s age of technology, you cannot afford to run a blind ad.

● Come up with clearly defined goals and objectives

In order to run a marketing campaign in which you can measure the progress and results,
you need to clearly define what you are trying to achieve. This makes it necessary to list
down some of your goals and objectives.
For instance, your business may want to increase sales volumes, create awareness of your
brand or new product, boost traffic, and so forth. Outline such goals and make sure to
indicate the exact numbers you want to achieve, where necessary and/or possible. It is
easier to design an effective roadmap to your success in mobile marketing when you know
what you want to achieve.

● Customize for mobile

Whether you are designing a website, an app or creating content, make sure your results are
fit for mobile usage. Create a website that can open easily in mobile platforms by using
responsive cascading styling sheets (CSS). If part of your marketing materials involves filling
in forms, beware that typing on mobile devices is easy for your customers. In this case,
create only a few fields to collect the critical information. Write very clear subject lines of your
emails or articles, brief content and don’t make visitors go through a lot of clicks before they
find the information they need.

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 ● Take advantage of location-based marketing
One way to reduce bounce rates is by providing relevant content to your target market.
People carry their mobile phones wherever they are. With tools like GPS and Google trends,
you can easily monitor the location of your website visitors. Use this information and other
apps like Google Local Inventory Ads to provide ads of services or products that are relevant
to the consumer.

● Leverage mobile device’s unique features

In addition to adopting a responsive design, there are other features of mobile phones you
can exploit to make the user’s experience memorable. Take for instance the interactive
features of a mobile phone. These have been utilized effectively by businesses like JetBlue,
Nissan, and Nivea, among others.
In an interactive video ad by Nissan which features compact SUV fighting evil snowmen, the
company takes advantage of mobile’s unique feature “touch screen.” As they watch the
video, viewers can tap to see more information about the distinct features of the SUV. It is a
1-minute long video that has enjoyed a completion rate of 78% and 93% viewer
engagement.

● ​Provide incentives to your customers

Since you have an idea of what you want your customers to do, why not give them
something that will encourage them to take the intended action?
For instance, if you are marketing an app and you want them to try it, name a prize for first
specified number of visitors to download. State clearly what they need to do to attain the
given prize. Make sure you announce the winners (depending on how the offer is structured)
and follow through with your promise.
Some incentive ideas include coupons, movie tickets, free downloads of a valuable resource
like an eBook, among others.
Unlike other major marketing avenues, for instance, TV and newspapers, mobile marketing
is cost effective. What’s more, it offers a wide scope in terms of the customers you are likely
to reach with your ads.
Nevertheless, the attention span of mobile users is approximated to be around eight
seconds. Therefore, learn how to execute your ads to make sure you don’t waste the little
opportunity you have with a mobile user.

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Wiki marketing and workshops

It is a studio, which means that those attending it must be involved in everything that
happens there. It is mostly used to acquire new knowledge or skills or exchange of
impressions while promoting teamwork.
A workshop has to be organized by selecting the place where it will be developed and
establishing the schedule in which it will take place, taking into account various aspects that
allow the site to be available and attendees can attend. In addition, it must be prepared
taking into account the first topics that are going to be developed and creating the
workshops that are going to be carried out, leaving rest between them if there is more than
one

step by step the procedure for the development of a digital

marketing plan

Step 1: Situational Analysis

The first thing you need to do when developing your digital marketing plan is to carry out an
internal and external analysis (SWOT analysis) of the firm. A useful framework for this is the
SWOT analysis that allows you to look at the strengths, weaknesses, opportunities, and
weaknesses for your company and the market at large

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Step 2: Establish Digital Marketing Goals

Once you have your place in the market and your strong points in mind, work on establishing
some goals to have a clear idea of where your actions should take you. Everything you plan
has to work towards meeting those goals.

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Step 3: Define the marketing strategy
Once you’ve defined your business objectives, what are you going to do to achieve them?
Personalization is becoming increasingly important in digital marketing. Therefore, when it
comes to defining your strategy for carrying out your plan, keep these factors in mind:

Once you’ve defined your business objectives, what are you going to do to achieve them?
Personalization is becoming increasingly important in digital marketing. Therefore, when it
comes to defining your strategy for carrying out your plan, keep these factors in mind:

● Segmenting your target audience:

Know who you want to address, what their tastes, needs, or preferences are,
where are you looking to meet their expectations, etc. This is the time to create
your buyer persona.
● Positioning:
To achieve proper positioning, it's crucial that you are very clear (and reach
your audience in the same way) about what your value proposition is and what
it entails. In short, it’s why the consumer should choose you and not the
competition. You need to know how you’re going to communicate your unique
value proposition and how to do so appropriately in the channels where your
audience is present (social media, blogs, email marketing, and more).
● Content strategy:
This is important for creating, distributing, and managing original content that
attracts users and positions the brand as referential in users' top of mind.
Besides, you also have to map out a specific communications plan (content
marketing) for every channel. Some of the tools we use to execute this strategy
are:
1. Keyword research: ​This involves identifying appropriate keywords for us to use
correctly in our content to organically improve our SEO positioning. This is
imperative for every content strategy if you want users to find you on search
engines.
2. Content calendar: ​A content calendar is key for ensuring your strategy makes
sense. It provides value; it lets you think long-term and optimize your resources,
help create ideas, and more. In a content calendar, you should include the date of
publication, author, post topic, keyword, the tags to use/take into consideration,
and so on.
3. Social posting: ​Writing an article and not promoting it on social media is a mistake.
It's not spamming but instead planning out what you are going to publish and

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 when on every social media platform with the copies best suited for each one, all
while having the ideal number of characters, links, hashtags, and more.

You should also consider:

● What your audience is like.

● What topics you’re going to talk about.
● What tone you’re going to use.
● How frequently you’re going to publish.

Step 4: Digital Strategies and Tactics

Based on our objectives (attraction, conversion, and loyalty), we’ll start to carry out different
strategies: email marketing campaigns, social media, CRM, web optimization, SEO
strategies, Paid Media advertising, etc.

Today, considering that the number of channels to manage is multiplying and the amount of
information we get about our customers is increasing, it’s critical we use Marketing
Automation tools that let you automate your marketing campaigns.

Thanks to these tactics, you'll be able to create workflows that will allow you to ​create
hundreds of campaigns with mere clicks​. You’ll be able to personalize messages based
on your buyer persona, increasing your chances for success; not only that, you’ll be able to
take them, depending on their interactions with the brand, towards the moment of purchase.

Technology has turned into a fundamental tool for implementing digital strategies, making it
critical for you to learn to get the most out of it.

Step 5: Measuring Results and KPIs

The work doesn’t stop after you’ve designed and implemented your digital marketing
strategy. The next step is one of the most important: analyzing the results. Analytics has
turned into a critical pillar for successfully optimizing digital marketing performance and
spending.

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We have to measure every action using KPIs to figure out if we earned the ROI we
expected. Measuring the effectiveness of the strategies and activities we implemented in our
digital marketing will help us correct what doesn’t work to achieve the goals we set.

Make sure you have an effective real-time data visualization system. The digital world
evolves rapidly, so you need to be on the lookout at all times to identify opportunities and
room for improvement in an instant.

Keep these steps in mind when creating your ​digital marketing plan and don’t leave
anything to chance; it’s your greatest enemy if you’re looking to position yourself and boost
your presence in the digital space.

Likewise, keep in mind that technology can turn into your greatest ally to create
personalized, automated, and ultimately, successfully marketing campaigns. As the task
gets complicated, the new tools out there let you simplify your work and boost your
performance.

Conclusión

Digital marketing is a more effective and economical way of advertising. Entrepreneurs must
be continuously updated regarding the technological field. Marketing is a science immersed
in various fields as in politics. You have to master new trends and know how to take
advantage of them in the best way. Within digital marketing there are several techniques,
which should be used depending on the objectives and situation of the company. Marketing
techniques change continuously

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-plan.html
https://www.gestion.org/los-oscars-y-las-redes-sociales/
https://www.gestion.org/que-es-un-workshop/
https://www.marketingdirecto.com/diccionario-marketing-publicidad-comunicacion-nuevas-te
cnologias/role-play
https://comunidad.iebschool.com/businessmarketing/introduccion-marketing-digital/
https://www.digitalmarketer.com/digital-marketing/social-media-marketing-strategy/
https://en.wikipedia.org/wiki/Digital_marketing

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