Marketing Chapter 14: Digital, Online, Social Media, and Mobile marketing

Digital and Social Media marketing

Using digital marketing tools to engage consumers anywhere, anytime via their digital devices

Multichannel marketing

using both traditional and digital marketing channels

Digital Marketing Process

1. Understanding digital market

2. Preparing for a digital marketing campaign

3. Employing digital channels in an omni-channel strategy

4. Addressing public policy issues in digital marketing

Digital consumer personas

Detailed, nuanced, and tangible representations of prototypical consumers to be targeted by the digital marketing campaign

Consumer omni-channel navigation behavior

the consumer’s use of multiple marketing channels, both digital and nondigital, across stages of the consumer buying decision process

Types and Functions of Social Media

• Image and Video Platforms

• Social Bookmarking platforms

• Influence platforms

• Messaging platforms

• Crowdfunding platforms

• Blogs/Microblogs

• Location platforms

• Niche working platforms

• Wikis

• Service networking platforms

• Reviews and ratings platforms

• Event platforms

• Livestreaming platforms