MKT511

Marketing Manangement -II

Understanding Digital Marketing
Learning Outcomes
•Explain emerging trends in digital marketing and critically
assess the use of digital marketing tools.
•Interpret the traditional marketing mix within the context of
a changing and extended range of digital strategies and
tactics.
•Comprehend the importance of conversion and working
with digital marketing.
What are Social Media?
Social media are the online means of
communication, conveyance, collaboration,
and cultivation among interconnected and
interdependent networks of people,
communities, and organizations enhanced by
technological capabilities and mobility.
Mind-boggling Social Media Stats
Time to reach 50 million users:
◦ Radio = 38 years
◦ TV = 13 years
◦ Internet =4 years
◦ Facebook = 100 million users in under 9 months.
Social media is the #1 online activity worldwide.
If you were paid $1 for every time an article was posted on Wikipedia, you would
earn $156.23 per hour.
94% of companies use LinkedIn as their primary recruiting tool.
1 out of 6 couples married in 2013 met on a social media site.
4 billion pieces of content shared daily on Facebook.
Figure 1.1 Fun Facts of Social Sites
It’s About Participation
How do people participate?
◦ Post a status update
◦ Create a blog
◦ Use a group deal
◦ Share a micro-post with your network
◦ Make a video and share it
◦ Play social games …

How do YOU participate?

Bytes to Bucks: Chipotle
Chipotle’s “The Scarecrow
Campaign” is an example
of a brand leveraging social
media across paid, earned,
and owned media.

• Visit www.scarecrowgame.com to see the film and

game.
Figure 1.2: Zones of Social Media
Figure 1.3 Exemplar Vehicles in the Zones

Social Media Marketing, 2e © Tracy L. Tuten and Michael R. Solomon 2015

Display Ads
Ad Rank
Ad Rank is calculated using your bid amount, your auction-time ad quality (including expected

clickthrough rate, ad relevance, and landing page experience), the Ad Rank thresholds, the

competitiveness of an auction,the context of the person’s search (for example, the person’s

location, device, time of search, the nature of the search terms, the other ads and search results

that show on the page, and other user signals and attributes), and the expected impact of

extensions and other ad formats.

Ad Rank