Unit-3

SOCIAL MEDIA MARKETING

Social Network Marketing incorporates

marketing strategies that use social media
channels as marketing tools for optimizing-
• Exposure of a brand
• Targeting audiences
• Conversions and returns
Social Media marketing can be done by adding social
media links to the site content e.g. RSS feeds and sharing
buttons.
It can also be done by promoting sites through social
media channels by updating tweets, statuses, blog posts
and photos.
Most of the Digital Marketing PDF considers SMM as
second most important digital marketing channels.
Social Media Marketing aids an online business get direct
feedback from their customer on different social websites
like Twitter, Instagram, Facebook, LinkedIn, MySpace,
Instagram, YouTube, etc.
Different social media marketing channels considered as important
by Digital Marketing PDF are

FACEBOOK MARKETING
Facebook includes most powerful social media marketing
features that allow marketers provide videos, photos,
longer description option and testimonials on their
Facebook page for others to see.
Marketers can make a group or join a group of their liking
on Fb and ask questions or give answers related to topics
associated with your kinds of businesses.
There are automated scheduling tools available to
automate Facebook Marketing, which makes it one of the
most quantifiable SMM channels incorporated in most of
the basics of digital marketing e-guides.
TWITTER MARKETING
Twitter marketing is one of the best ways to reach out new
customers without invading their privacy.
Twitter is actually a micro blogging service that lets
marketers send and receive messages.
It helps businesses contact and communicate with their
customers.
You can also create your personal page in twitter, upload
your site and share information
regarding your business on Twitter
LINKEDIN MARKETING
LinkedIn connects professionals from various backgrounds.
It provides professionals an opportunity to expand their
businesses by connecting with other business professionals.
By using widgets, LinkedIn members can promote their
company directly to their clients.
“Company Page”can also be created on LinkedIn that acts
like a business resume for your client to have a quick
overview about your business.
GOOGLE+ MARKETING

Google Plus offers variety of social media marketing

features that are considered essential to know while going
through basics of Digital Marketing.

1. Circles : Helps marketers create groups or join circles

of their likings
2. Stream: Offers instant updates on selected contacts or
groups
3. Photos: Helps marketers upload photos
4. Sparks: Lets marketers specify their area of interest
every time they logged in
5. Plus One: It is similar to Facebook’s ‘like button’
through which you can express your opinion about any
particular product or service

6. Video Chat and Huddles: Helps you solve all the

queries by using video chat facility that can be used to
channelize live customer interactions while huddles allow
marketers conduct for group chats.
ONLINE PAID ADVERTISING
Online Paid Advertising, Pay per click advertising
or PPC is another important digital marketing
channel that you need to understand while going
through introduction to digital marketing. In paid
advertising, you need to pay each time a user
clicks on your Ad. You need to pay according to
your bid amount and one of the most popular pay
per click programs is Google AdWords
GOOGLE ADWORDS

Understanding purpose of your PPC campaign

Researching on target audiences Proper Keyword
Research and conduction of A/B Testing Learning
from your competitors’ Ad copy before you make
your own AdWords campaign Keyword grouping
and Organization along with Ad groups creation
and Management, etc.
FACEBOOK ADS
Facebook offers its users the unique facility of paid advertising to
advertise their product or services on Facebook.
Facebook offers different options like Click to Website, Page Post
Engagement, Website Conversion, Page Likes kinds of Paid
Advertising options.

TWITTER ADS
Marketers can directly implement Twitter ads right into the timeline
of Twitter that lets ads inherently fit in, and hence do not distract the
viewer’s experience.
Twitter is considered incredibly competent through its promoting
Ads and product. Some of the noticeable Twitter Ads are-
Twitter new Ads arrival with Download options Ads with click to
call button Promoted hashtags, promoted account, promoted tweet
Twitter Cards.
EMAIL MARKETING, MOBILE APP MARKETING
& WEB ANALYTICS
Email marketing is one of the most pervasive and effective
strategies to reach optimum users with least expenses. It is a
type of direct marketing that utilizes email as a method for
correspondence.
Email marketing is a proficient approach to remain
associated with the customers and in the meantime
advancing your business and services. With email marketing,
marketers can likewise track how much percentage of
individuals has demonstrated enthusiasm for your item or
administration. Proficient email marketing is considered as a
superior approach for well-organized digital marketing
campaigns.
Here are a few advantages for email marketing:
Permission-based list building, which is a making of an email list by
giving a sign box to imminent email contacts and affirming their
endorsement with a subsequent email.
Campaign creation that is understood as the capability to organize
and structure extensive volumes of e-mails by branding, subject and
schedule Online reporting that offers the ability to track the sending
of individual email campaigns, their bouncing rates and other related
details.
Rich content Integration that provides features like addition of
graphics, audio, video, and test using templates along with drag and
drop editor.
List Management that offers the ability to organize, edit, segment,
grow and manage a database of client e-mail contact details
Mobile App Marketing
Growing prevalence of smart-phones makes mobile app one of the
most important parts of ‘digital marketing PDF’. While building your
mobile App, below given are the important things you need to pay
heed upon-You need to optimize social media presence of your App
by improving a steady social media following on different social
networks like Facebook, Google+, Twitter, Instagram, Tumblr, etc.
You should drive engagement across your mobile app by focusing
your efforts on boosting ongoing engagement and keep updating
fresh content to influence users have interest in your app.
Another important factor is to increasing app store ratings that you
ought to try, as this will drive a lot of traffic to your app Ensuring a
steady rise in app downloads is one of the important things you need
to consider in mobile marketing. However, if your product is
valuable, its download rate will automatically increase
Web Analytics
Web Analytics is the review, examinations, and
reporting of a web information and data for
motivations behind comprehension and enhancing
web utilization. This strategy is helpful to quantify
what numbers of individuals have gone by a site,
and how frequent they have used the site or what
course they have selected to reach your site. It is
exceptionally helpful for marketers as they can
make sense of it, which digital marketing strategy
is effective, and which is most certainly not.
This is thoroughly covered during Introduction to
Digital Marketing.
Different Web analytics tools can be used to
measure whether your site page is working
effectively or not.
Some of the most common Web Analytics tools
are Google Analytics, IBM Coremetrics web
analytics, Adobe site catalyst, IBM’s Unica
Netsight, Piwik, Yahoo marketing dashboard, Moz,
etc.
Conclusion

SEO, Social Media, Paid Advertising, Email

Marketing along with Mobile Marketing and Web
Analytics are the pillars while making an
introduction to digital marketing. In this
introduction to online marketing, we tried to
explain all these digital marketing channels in the
most elaborative manner possible