Marketing 300- Chapter 13: Digital & Social Media Marketing

Digital Marketing

The marketing of goods or services using digital media, such as e-mail, websites, search engines, and social media platforms

Social Media Marketing

Use of social media and social networking platforms by companies in order build relationships with customers and promote their products and services

Mobile Computing

Gives social media a sense of immediacy

How Digital Technology has Altered Customer Expectations of All Businesses

1. Always connected consumer

2. “Never Leave Home Without It”

3. More Competitors + More Channels = More Noise

4. Brand democratization

   • Controlled brand management fading away.

   • Increasing customer expectation of brand transparency.

5. Shift to digital investment across three categories:

   • Paid media—advertising.

   • Owned media—brand-controlled source, such as a website.

   • Earned media—product reviews.

How do marketers break through the noise of messaging to reach their audience?

By establishing relevance for each individual consumer by:

1. Understanding customers and providing them with content that is valuable, useful, informative, engaging, and entertaining

2. Making content visible in places where consumers spend their time

3. Making sure that the message is delivered or accessible to the consumer at the point in time when the consumer needs it most to make a purchase decision

Visible Digital Marketing Influence

1. Paid Search

2. Paid Stories

3. Paid display advertising

4. Sponsorship

Paid Search

Online advertising in which a company pays to be a sponsored result of a customer’s web search

Paid Stories

Ads that appear as content designed to look like stories to the viewer

Paid Display Advertising

Includes everything from banner ads to YouTube video advertising

Search Marketing

A form of Internet marketing that promotes websites by increasing their visibility in search engine results pages

First Moment of Truth

The short three-to-five second window after a shopper first encounters a product on a store shelf where marketers must appeal to shoppers’ senses, values, and emotions

Second Moment of Truth

The actual experience a customer has with a product once he or she buys it and returns home

Zero Moment of Truth

The moment when a customer uses a digital device to begin learning about a potential purchase

Search Engine Optimization (SEO)

Adjusting or rewriting website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings

Search Engine Marketing (SEM)

The process of generating website traffic by purchasing advertisements on search engines (Paid listings)

Paid Listings

Purchased links that typically appear either at the very top or upper right of a search results page

Invisible Digital Marketing Influences

1. Cookies

2. Geotracking

3. Bots

Cookies

Small data files stored on websites that can generate a user profile about a consumer. This profile might include browsing history or login information

Cookie Synching

Allows cookies to embed in a person’s computer and follow that person as he or she moves through various websites.

Geotracking

Uses a consumer’s geographic location to determine what goods and price points for these goods will come up in a search

Bots

Bots are software applications that run automated tasks over the Internet.

Purposes of Social Media Marketing Strategies

1. Increase brand visibility

2. Grow customer engagement and brand advocacy

3. Improve customer responsiveness and retention

Social Media Monitoring (Social Listening)

The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet

Content Marketing

A marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience

Categories of Content Marketing

1. Expert content

2. User-generated content

3. Branded content

*Always lead with credible expert content, then maintain trust while empowering consumers with additional information

Expert Content

Credible, third-party articles ad reviews form unbiased journalists (earned media that is often the result of PR efforts)

User-Generated Content

Content created by a brand’s fans and followers (Earned content that communicates a brand’s value in users’ words)

Branded Content

Any content developed and owned by the brand including:

1. Blogs

2. White papers

3. Research reports

4. Infographics

White Paper

A concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing body’s philosophy on the matter

Benefits of Content Marketing

1. Search engines reward businesses that consistently publish quality content

2. By coupling useful content with a social media strategy, organizations and individuals are able to establish a reputation of expertise within their industries

Location-Based Marketing (LBM)

The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target’s location

Dashboards

A digital tool that provides data visualizations that enable marketing managers to assess performance over time across a range of relevant KPIs

Lead Conversion Rate

A metric that tells businesses how many of their website visitors convert to lead sales.

Equation:

Website Visitors/Leads = Conversion %