4/10/2020

Digital and Social

Media Marketing

What is Digital Marketing

• “Digital marketing combines all of the components of e-commerce,

internet marketing and mobile marketing”.

• It is the management and execution of marketing, using electronic

media such as the web, e-mail, wireless media etc. in conjunction
with digital dat about customer characteristics and behaviour.

MONASH
2 BUSINESS

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Why go digital?

• Consumer’s perspective • Marketer’s perspective

1. Multiple channels 1. Relevance
2. Better decision making (more 2. Personalization
choices) 3. Cost effectiveness
3. Convenience 4. High measurability
5. Level playing field
6. Higher engagement

Why Omnichannel Customer Lifecycle Will Take Lead For ECommerce In 2016
Read more at https://www.business2community.com/ecommerce/omnichannel-customer-lifecycle-will-take-lead-ecommerce-2016-01453080

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Some Digital Marketing Tools/media

• Email marketing
• Search Engine Optimization (SEO) tools
• Paid Social Media Marketing
• Mobile marketing
• Apps
• Blogs and Newsletters

What is Social Media Marketing

• Social media marketing – utilization of social media or social

networks to market a product, company, or brand

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Number of
social media
users

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• Brand Awareness and Promotion

Why is Social • Trust building, through engagement
Media with existing and potential customers
• Lead generation
Marketing
Important

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• Social media has made the marketing

personnel understand more than one
language
• Multicultural branding- Social media
Social Media in calls for an understanding of local
culture.
the • Two-way conversations that social
media can generate, may differ in
International usage from one market to another-
posing challenges for brands
markets • Social media allows small firms to
compete with larger firms
• Presents an opportunity to connect
with global audiences

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Source: Social Media Trends 2020

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Social Media
Strategies

• Content seeding
• Real-time marketing
• Video marketing
• Influencer marketing
• Interactive blogs
• Consumer-generated reviews
• Viral marketing

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Content Seeding

• Provide incentives to encourage sharing

• Financial incentives
• Coupons
• Rebates
• Contests
• Value-added incentive – Exclusivity
information or benefit

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Real-Time Marketing

• Involves using data instantaneously so marketers can make decisions on

information on what’s happening in that moment.
• Live event
• Upfront strategic planning
• Maintain brand image

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Real-time marketing

• Real-time marketing captures online user

information and data, including personal trends
and spending history, to provide instant,
individual advertisements to that user.
• Online data collection gives companies the
ability to offer immediate online advertising that
responds to what individuals are doing, such as
what the individual buys, searches for, and looks
at when online.

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Video Marketing

• Advertising on videos
• Posting of television ads
• Informational videos
• Cause-related videos
• Product reviews
• Vloggers

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Influencer Marketing

• Individual marketing a brand

• Match opinion leaders with brands
• Number of followers not always key
• Lead conversations and shape opinions
• Align brand message & influencer’s
motivation
• Authenticity important

• http://muslimtravelgirl.boardingarea.co
m/

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Interactive Blogs

• Internet provides platform

for
• Dissatisfied consumers
• Satisfied consumers
• Interactive allows two-way
communication
• Higher level of risk

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Company-Sponsored Blogs

Benefits

• Reassure shoppers
• Glimpse of how firm deals with customers
• Release company information
• Customers can voice opinions
• Company controls site

Difficult to solicit honest opinions

Employees may be more sensitive

to negative comments

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• Sponsored by brands
• Limited freedom since blog is sponsored
• Visitors’ comments may be tempered
Personal Blogs • Individuals speak about brands
• No financial connection
• Visitors feel more comfortable in
commenting
• Brands can learn
• Brands can post comments or questions

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The Sunday Girl is a UK-based blog that reviews the best and latest products. Whether they are from the
corner drugstore or the big brands, this blog has them all and more.
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Consumer-Generated Reviews

• Amazon.com – leader
• Best Buy – online reviews of
brands
• Provide important
information
• Challenge – managing
reviews

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• Message passed from one consumer to another

• E-mail
• Blogs

Viral Marketing • Form of advocacy or word-of-mouth

endorsement
• Viral marketing messages
• Advertisements
• Hyperlinked promotions
• Online newsletters
• Streaming videos
• Games

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