MKTG 476 Exam 2 (chpts 4-6)

WEEK 4 LECTURE: MKTG 476 (CH. 4) PLANNING THE DIGITAL STRATEGY 

The Planning Process

  1. Where are we now

  2. Where do we want to get to?

  3. How do we get there?

  • Vision-based Planning

    • Creatine a vision and following a clear, six-stage process to deliver it

    • Vision → mission → goals → objectives → strategies → action plans → executive & evaluate

  • Real-time Planning

    • Vision → mission → [goals → objectives → strategies → action plans] [these are fluid and can change] → executive & evaluate

Vision vs. Mission

  • Vision statement

    • Expressing the organization’s desired aspirational state

  • Mission statement

    • Expressive organization’s current state 

How to structure digital marketing strategy

Goals 

  • High-level statements about what needs to be achieved in order to fulfill vision

  • The 4 Rs

    • Relevant – goal must be relevant to the industry or world that we want to play a role in

    • Resonating – especially with stakeholders, with the company, employees, management, and your audience

    • Responsive – can have some adjustments should some circumstances dictate

    • Recognizable – easy to understand

Objectives 

  • Specific, quantifiable and time-limited steps necessary to meet overarching goals

  • SMART

    • Specific

    • Measurable 

    • Attainable

    • Relevant 

    • Time-based 

  • Example: overarching goal – increasing our sales for the women segment of  sunglasses for Ray Ban

    • Objectives of SMART – specific increase sales of women sunglasses by 20% within the next 12 months

Strategies:

  • What we will specifically do to meet our objectives

    • Market development strategies

    • Market penetration strategies

    • Diversification strategies

    • Product development strategies

Positioning Strategy

  •  Creating a perception in the consumer’s mind regarding the nature of the company and its products relative to the competitors

  • Positioning is what is your unique differentiator that makes you seem the best at – your competitive advantage where you can promote and say that in this industry you can say they are the best like target compared to walmart can say they have the most pleasant shopping experience

    • Must convey the entire brand in a few words

    • Mainly for internal use to keep employees focus on the brand’s unique purpose

  • Types of positioning strategies

    • Product features and benefits

    • Product pricing

    • Product quality

    • Product application 

    • Competitive differentiation

    • Other… “most recognizable”

Positioning map

Positioning Statement (template)

  •  [your brand] provides [your offering/benefit that makes you better than competitors] who [customer needs] because [the reason why your customers should believe you are better than competitors]

  • Chipotle example: provides premium, real ingredients for customers looking for delicious food that is ethically sourced and freshly prepared. Chipotle's dedication to cultivating a better world by cutting out GMOs and providing responsibly raised food sets them apart in the food industry

  • Starbucks offers the best coffee and expresso drinks for consumers who want premium ingredients and perfection every time. Starbucks not only values every interaction, making each one unique, but the brand commits itself to the highest quality coffee in the world

Developing a creative strategy

  • Target audience identity

  • The basic problem, issue, opportunity

  • Major selling idea or key benefit

  • Any supportive information

  • Slogan / Tagline: reduces the key idea into a few words or a brief statement. Serves as a summation of the brand’s positioning, as well as the message it is trying to deliver to the target audience

  • Major challenge, Opportunity

  • Unique Selling Proposition (USP)

  • Supporting info 

Unique Selling Proposition (USP)

  • The strongest singular thing you can say about your product or service

  • The claim with the broadest and most meaningful appeal to your target audience

  • Remains the central issue in EVERY ad and commercial in a campaign

Customer journey


  •  Awareness → consideration → purchase → retention → advocacy

Customer journey Mapping

  • In each Stage you must identify the:

  • Activities

  • Feelings or emotions

  • Channels 



Developing a digital strategy 

  • Owned

  • Paid 

  • Earned

Digital Customer Journey

Typical KPIs for a digital marketing dashboard

  •  Key performance indicators


MKTG 476 (CH 4-2) Planning the Digital Strategy Organic and Paid

What is Digital Marketing?

  • Digital Marketing called Online Marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication

Digital Marketing 

  •  Organic 

  • Paid 

Digital Marketing Organic

  •  Organic Social Media

    • Organix social media refers to the free content (posts, photos, video, memes, stories, etc) that all users, including businesses and brands, share with each other on their feeds

    • By 2025, the number of active users is projected to increase to  4.4 billion

    • People spend an average of 144 minutes per day across their social media accounts

    • The majority of social media use is via a mobile device

  • Why brands use social media?

    • Establish their personality and voice

    • Build relationships by sharing informative entertaining, and/ or inspiring content

    • Engage customers at every stage of their buying journey

    • Support their customers (customer service)

  • Who is seeing your posts?

    • A percentage of your followers (a.k.a. your ‘organic reach’ - according to hootsuite, 5.5% of your followers) 

    • Your followers’ followers (if people choose to share your post) 

    • People following any hashtags you use

  •  Types of Social Media

    • Social Networking (Facebook, Twitter, LinkedIn) 

    • Photo Sharing (Instagram, Pinterest) 

    • Video Sharing (Youtube, Vimeo)

    • Interactive Media (Snapchat, TikTok) 

    • Blogging/Community Building (Tumblr, Reddit)





Digital marketing organic platforms Pros and Cons for Brands

  •  Social Networking

    • Facebook

      • Pros:

        • Massive audience and reach

        • Good for both B2B and B2C content

        • Some of the best targeting options available to marketers

        • Good for building brand awareness 

      • Cons:

        • The site is lessening the number of ads on its Newsfeed

        • Particularly popular among Baby Boomers

        • Requires a lot of content creation 

    • Twitter

      • Pros

        • Great lead generation

        • Quick reaction time from users

        • Users are highly engaged with the content they see

        • Good traffic with the right audience

        • Great for both B2B and B2C companies

      • Cons

        • Lack of evergreen content

          • Ex: of evergreen content using insta or facebook using a image of the company you can keep that image campaign for the company so it will stay interesting and relevant

          • The purpose of the platform X lacks the evergreen content

        • Traffic slow when starting out 

        • Limited analytics

    • LinkedIn

      • Pros

        • best for professional contacts and networking 

        • Great for lead generation 

        • Direct access to decision- makers and influencers

      • Cons 

        • Fewer users than other platforms

        • Low level of user interaction

  •  Photo sharing

    • Instagram

      • Pros

        • Superb targeting 

        • User base that continues to grow 

        • Popular among Millennials and Gen Z 

        • Great for affiliate marketing 

          • Brands connecting with you and they give you a personlized link and anyone who uses it or posts or buys you get commission from that

        • Perfect for visual branding purposes

      • Cons

        • Need to create regular visual content for relevancy

        • Difficult to create organix traffic on your own

    • Pinterest

      • Pros

        • Powerful advertising and search tool 

        • Content is easy to share 

        • Unique app to fuel purchasing ideas 

        • Users are not turned off by seeing ads 

        • Easy to drive traffic to your website 

        • Highly visual platform

        • Organically ranks in Google Search functions

      • Cons 

        • Requires a lot of attention 

        • Takes a lot of onboarding work for results 

        • Not as large an audience as other apps

  •  Video Sharing

    • Youtube

      • Pros

        • Premier video website

        • Great targeting options

        • Second-largest search engine after google

        • Integrates with Google ads

      • Cons 

        • Producing your own videos costs time and money 

        • Many users rely on AdBlock to avoid pre-video ads

  •  Interactive Media

    • TikTok

      • Pros

        • Currently the most downloaded app 

        • Popular with younger generations 

        • Grew in popularity from Asia and is now established in the U.S. and western world

      • Cons

        • Currently does not allow for outright advertising 

        • Still hasn’t proved itself as a marketing platform 

        • Not as popular in some European nations

  • SEO

    • Search engine optimization – The process of improving the volume of traffic driven to one’s site by a search engine through unpaid (organic) results as opposed to paid inclusions

  • Blog

    • A blog (a shortened version of “weblog”) is an online journal or informational website 

    • It is a platform where a writer or a group of writers share their views on an individual subject ○ Blogs are used as a strategy for building subject-matter authority 

    • An essential strategy for SEO

Digital Marketing Paid Digital

  • Paid Digital Marketing

    • A marketing strategy in which a brand od business pays  to advertise across digital marketing platforms (mainly social media and Google) in order to promote a product service or message

  • Types of paid pricing models:

    • Cost-Per-Click (CPC) - refers to the model where an amount is paid for each click received, irrespective of the views/impressions 

    • This performance-based metric has automatic and manual bidding that lets you set a budget or control your maximum bid amount

    • Cost-Per-Mille/Thousand (CPM) - refers to the model where an advertiser pays per thousand ad views. This applies to display ads – banners, native advertising, etc.

  • CPC vs. CPM

  • Types of paid media

    • Paid social media

      • Pay to publish ads for platform users to see, depending on their interest, behavior, demographics, locations etc.

      • Facebook, instagram, youtube, linkedin, twitter, snapchat, and pinterest are the top performing channels for paid social ads

      • Example: twitter

        • Says promoted or paid sponsored or ad 

      • Facebook:

      • Linkedin


  • Search engine ad

    • Pay-per-click (PPC) and Pay per Impression (PPI) ads

    • These ads appear on search engine results pages almost like a native ad at the top, with an indication that it is an ad

    • PPC ads are charged each time your ad is displayed on a site, irrespective of interaction or being clicked upon

    • Advertisers must identify the relevant keywords and ensure the bid amount results in a positive ROI

    • PPC EXAMPLE:

    • PPI EXAMPLE:

  • Banner ads

    • Also known as display ads

    • Usually visual, image-based ads that show up on websites and lead the user to the advertiser’s site or a specific landing page

    • The performance of the ad is recorded by its click-through ratio (CTR) which the number of clicks that come through to the targeted landing pave divided by the number of ad impressions

    • When you click on them it will take you to a landing page

  • Native ads

    • Visual or text ads that match the design, typeface, and look of the website they are on

    • Native ads are popular across social media channels such as facebook, twitter, and instagram

    • Example:

  • Retargeting

    • Once a user visits a website and leaves without purchasing the product, a specifically targeted ad will display on participating subsequent sites the user visits

    • Coming into a website and every other website you see banners of that previous website

  • Mobile advertising

    • Advertising or marketing messages delivered to portable devices (e.g. mobile phones, tablets, media players, etc.) wither via a synchronized downloaded or wirelessly over the air



  • Types of paid media creative:

    • Text

      • Typically in Search and Nativ ads 

      • Copy must be impactful

    • Display

      • Include images infographics, gifts, presentations, email banners

      • Cost-effective way of promoting brand and offering

    • Video

      • Most effective digital marketing tool today

      • Engage users for longer durations, especially on social media

























MKTG 476 (CH 5) DIGITAL BRANDING AND THE MARKETING MIX

What is a brand?

  • “What other people say about you when you’re not in the room.” – Jeff Bezos Amazon

  • At the end of the day is is the consumers associations about the brand 

    • Example: Coca-cola

      • Associations: polar bear, joy, thirst, red

    • What do we want them to say about the brand???

How to Build a Brand?


  

  PRIMING

      +

EXPECTATION

      +

DESIRE






  • Left depicts the brand building model – no longer enough because we have so much noise, channels, and consumer engagement in what are looking for 

    • It all effects the way a brand is built – no longer just the model of it will tell us and we will tell you

  • Prof perspective on the right side: awareness is not enough – it’s too broad

    • Priming means we need to create a context for that level of awareness

    • Creating interest is no loger enough we need to transfer this to “i have to have it mentality” 

    • Creating a level of dependability it ensures and means you are performing better with that brand as a consumer 

Priming

  • Similar to placebo example with brands

  • Restaurant Example

    • Pizza

    • Pasta

    • Salad

    • S _ _ P – Shop?

      • Soup – he creates a context the way our brain works is that we were exposed to a frame and it conditions us to think in that frame / context

      • Soap

Priming

  1. On a scale of 1 to 5 how happy are you?

  2. How many dates or dinner parties did you have in the last month

  • Asking in this formate it says avg 5 life is pretty good

VS

  1. How many dates or dinner parties did you have in the last month?

  2. On a scale of 1 to 5, how happy are you?

  • Happiness went towards 3 – example of conditioning

How to Prime?

  • Be preset

  • Cater to passions not needs

    • Create the context of what they want to be, what their dreams are – want trust going forward 

    • They want something that understands them 

    • DO NOT cater to “id like to have this product” DO CATER “I want to have this”

  • Capture hearts the brain will follow

    • Trusting and lovin the brand will allow consumers to justify the purchase

  • They deserve an expert. Be one

  • First earn their trust, then promise

    • You can deliver something that would be beneficial to them

Expectation

  • Pregnant women study – they had issues with morning sickness in the first trimester

    • Divided them into groups 

    • Took TEST GROUP gave them medicine and explained to them that it is great and will take the nausea away – three weeks later 85% of women said nausea went away

      • However, they were given nausea inducing medicine but because they trusted the source they developed the expectation 

  • Online Review Statistics for 2022 (Editor’s Choice)

    • Only 5%-10% of consumers leave reviews, but

    • Reviews influence $400 billion of online purchases

    • 92% of consumers will hesitate to buy products with no reviews

    • 97% of consumers report that reviews influence their purchasing decisions

How to build brand expectation 

  • Give them new aspirations

  • Make intangibles, tangible

  • Make them expect great performance 

  • Align your brand promise with their life goals

  • Hype, hype but back it up

    • Or else it will become a fad and people will forget about it

Desire

  • The innate motivation for something to work or in this case for the pregnant woman to get rid of their morning sickness 

  • VIDEO

    • Change your grip – change your game 

    • Making a parity of “I’m in the woods” vs. “I’m Tiger woods”

    • Golf players in general want to improve their game the line addressed their desire

    • Clever in the sense it was parody and it went to 17% marketshare 

How to build a desire? 

  •  Everyone wants to feel and perform better. Be the solution

  •  Believe in your audience’s unique, personal goals

  • Align your brand with your audience’s desired destination

  • Make your brand promises aspirational, but tangible

  • Help them see and express themselves through your brand

Dependability

  •  When you can only play or be better when using that specific brand

The 4 Ps

  • Product

    • Something (product or service) that someone would actually want to buy

    • Relevance to digital marketing

      • Can you sell it online?

      • Can your find online audiences that might be interested?

      • What digital channels can you sell it on?

      • Options for varying the core product

      • Options for offering digital products

      • Options for changing the extended product

      • Conducting online research

      • Speed of new product development

      • Speed of new product diffusion

  • Price

    • The appropriate value customer would be willing to pay for the product

    • Relevance to Digital Marketing

      • Online promotions

      • Affiliates – individuals who have high reach of people who follow them that can reach target audience give them a code or link and they post on digital channels and when a consumer clicks there and purchases they get a benefit such as money 

      • Cost per Acquisition (CPA) considerations

      • Increased price transparency

      • Downward pressure on price

      • Innovative pricing approaches

      • Alternative pricing structure or policies

  • Place 

    • Location. Where is the product sold?

    • Many fail at the checkout process you will lose the sale if it is not easy or intuitive

    • Relevance to digital marketing

      • Easy to access online shop

      • Pleasant experience in shop

      • Easy to navigate offerings

      • Intuitive checkout process

      • Place of purchase

      • New structure channels 

      • Channel conflicts 

      • Virtual organizations

  • Promotion 

    • Strategies used to create awareness, interest, purchase and ambassadorship of your product

    • What happens in the consideration stage? What do we do 

      • We compare to competitors

      • Where do we want to be and what channels will we use to choose our product?

        • We can have digital PR

        • It effects our message it should be that of making your product better and use terminology that differentiates you from the competition

    • Relevance to digital marketing

      • What digital channels are optimal for each stage in the consumer journey?

      • Interactive experience

      • Immediate response

      • Real-time measurement

      • Easily modified campaign

Puma research of online of each communication channel

Case Study - Spotify

  1. Explain how Spotify uses the marketing mix to create differential advantage

  2. What is Spotify’s core product and what does it add to this offer as part of its extended product?

  3. Suggest how the launch of “Hey Spotify” (its voice feature) for mobile users might add value for customers 






MKTG 476 (CH. 6) PERSONALIZING THE CUSTOMER JOURNEY: DATA-DRIVEN RELATIONSHIP MARKETING 

Personalization in Digital Marketing 

  •  Personalization involves tailoring marketing messages, content, and offers to individual……

  • Data collection and analysis are the backbone of personalization as they provide insights into customer behavior and preferences

  • Benefits of personalization for businesses and customers

    • For businesses: increased customer engagement, higher conversion rates, improved customer retention, and enhanced brand loyalty

    • For customers: more relevant content, a personalized shopping experience, and time savings

  • Data collection and segmentation:

    • Collecting customer data ethically and securely

      • Collect data transparently and ensure compliance with data protection regulations like GDPR

      • Use secure systems to protect customer data from breaches and cyber threats

    • Segmenting your audience for more effective personalization

      • Segmenting involves categorizing customers into groups based on characteristics such as demographics, purchas history, and behavior

    • Utilizing first-party data and thirda-party data

      • First party data comes directly from customer interactions with your brand

      • Third party data comes can provide additional insights from external sources

  • Concepts of data-driven customer engagement:

    • Marketing automation

    • Sales force automation – a platform or any CRM database / system that is automated it is planned and programmed in advance and can tell us what stage we are in

    • Customer service management 

    • Customer communications management

    • Analysis and reporting

  • Personalization techniques

    • Content personalization

      • Tailoring website content and product recommendations

        • Display products or content based on a user’s past interactions or preferences

        • Example: Spotify makes a playlist based on your behavior

        • Nike asking for data such as lifestyle so content can be personalized

    • Dynamic email content based on customer behavior on customer behavior

      • Customize email content in real-time, such as product recommendations, based on user behavior

Channels Supporitng Customer Engagement

  • Cloud data 

  • Channels have become very personal

SMS Marketing

  •  SMS marketing is a form of direct marketing that involves sending promotional offers, updates, and news to customers via text messages

  • Types of SMS Marketing

    • Promotions

    • Reminders

    • Time-sensitive updates

    • Personalized discounts 

    • Order delivery updates – text from amazon that order has been delivered

  • SMS marketing business compliance:

    • Obtain explicit opt-in consent

    • Avoid misleading or deceptive content

    • Identify themselves and the purpose of the message

    • Respect do-not-call lists and time restrictions for sending messages

    •  Provide clear and easy opt-out options

  • VIDEO:

    • Why is it important – automated sms has lead to growth

    • REASON – everyone texts it is used by many people, old, young

    • Mktg standpoint it is a opted channel whoever wants to get it will receive it

Benefits of SMS Marketing

  •  Cost effectiveness

    • $0.015 per message ROI up to 113x

    • $0.0015 per email ROI up to 40x

  • Direct communication 

    • Americans spent an average of 4 hours on their phone each day

    • SMS marketing allows you to hit your audience where they already spend a lot of their time

  • Perfect for real-time updates

    • SMS campaigns are received instantly and read alsmot immediately as well

    • A majority of SMS are read in the first three minutes

Building SMS Marketing Campaign

  •  Building the list

    • Opt-in consent

    • Quality over quantity

    • Gamified popups “don’t miss out”

    • Text to join

  •  Building the message

    • Think about value

    • Use proper grammar

    • Make your message authentic

SMS marketing best practices

  •  Get permission mention your company

  • Add a call to action

  • Send at the right time

  • Personalize your campaign

  •  


Email Marketing

  •  Email marketing funnel is a series of emails strategically designed to nurture a lead and drive conversations. It’s also ussedul for turning existing customers into loyal customers

  •   Based on the customer stages

Developing an Email Funnel

  •  Define your strategy goals

  • Conduct customer research

  • Create a customer journey map

  • Design opt-in forms

  • Create landing pages with a lead magnet







Stages of Email Funnel (KNOW THESE) ADD IMAGE HERE

  •  Top of the funnel (awareness to consideration)

    • Awareness: 

      • Capture new leads with sign up forms, pop-ups and / or landing pages

      • Magnet – give you something valuable to …..

    • Consideration: 

      • Get creative with your email content – you don’t need to sell straight away

      • Share topics that are meaningful and show the value of your brand

      • Set up a sending frequen……..

  • Middle of the funnel (conversion to loyalty)

    • Conversion: push to take the desired action – perhaps with an incentive

      • Create a sense of urgency to get people to take action

      • Increase engagement with tools like auto resend, personalization and countdown timers

      • Include incentives to sweeten the deal

      • “Winter phase out 24 hour deal act now”

    • Loyalty: this is where you keep your customers coming back to take action (e.g. VIP emails special points system)

      • Invest your resources in customer retention

      • Keep nurturing the relaitnships with existing customers

      • Offer perks and privileges …………….

  • Bottom of the funnel (Advocacy)

    • Advocacy: people feel so connected that theyre ready to leave reviews and share on social media – word of mouth or incentives to talk to friends

      • Use reviews and testimonials to add social proof to your business 

      • Create programs ………..

The 5ts of Email marketing

  1. Targeting 

    1. We need to make sure we have the Quality not the quantity

  2. Timing

    1. Send important emails for better conversions at certain times

  3. Template

    1. Be consistent and attractive

  4. Testing

    1. Select a certain amount of emails one version and a different version to see what had better ROI 

  5. Tone

    1. Too professional with audience that is casual you will lose them 

Email automated contact strategy example










Email marketing statistics

Welcome Email Funnel know and explain the process or know what process is linked to which stage

  •  Automatically welcome email after signing up 

Email Marketing – still many opportunities

  •  Contextual marketing

    • Adapting content to the customer’s context (locaiton, device, time)

      • Display location-specific content, optimize for different devices, and send time-sensitive offers

    • Geo-targeting and geofencing

      • Target users based on their physical location or set up virtual perimeters for marketing purposes

      • Geographically fence an area 











MKTG 476 (CH 6-2) SOCIAL MEDIA STRATEGY

Social Media

  •  Any digital/ online channel that enables users to create and share content

  • Monthly Active Users Worldwide by Platform (as of July 2023)

  •  77% of businesses use social media to reach customers

  • 90% of users follow at least one brand on social media

  • 76% of social media users have purchased something they saw on social media

  • As of April 2023, the fastest-growing social media platform is BeReal

  • 81% report that social media increases accountability for businesses

Social Media Current Trends

  •  “Edutainment” content will rule

  • Businesses will put more money behind video production

  • BeReal will be a turning point for brands

  • The creator economy will continue to blossom

  • Employee advocacy will be the social media trend to talk about

Social Media Building Strategy

  1. What are your goals?

  2. Who is your audience?

  3. Where is your audience?

  4. When is your audience online?

  5. What is your competition doing?

  6. What is your content strategy?

  7. What is your curation strategy?

  8. How will your produce content?

  9. How will you manage the channels?

  10. How will your measure performance?

Social Media Types

  • Social networking (Facebook, Twitter, LinkedIn)

  • Photo Sharing (Instagram, Pinterest)

  • Video Sharing (Youtube, Vimeo)

  • Interactive Media (Snapchat, TikTok)

  • Blogging/ Community Building (Tumblr, Reddit)

Social Media Key Trends 

  1. The advance of social selling (selling directly from the platform)

    1. Example: TikTok and Shopify you can see posts and directly shop for their site

  2. Using data to predict customer behavior

    1. Example: Pinterest does this. People look for furniture, gifts, and design. They use this to understand the behavior and learn about what is trending they have a whole platform where they segment this and you can find the specific characteristics of that segment to target not only on pinterest but anywhere else or any platform you use

  3. The shift from Macro to Micro influencers

    1. Smaller influencers are much cheaper and you can have multiple micro influencers to reach more

    2. These are more targets and much more intimate

  4. User Generated Content (UGC) bumps sales (+8.5%)

    1. Content made other people (EARNED MEDIA) customers post for us 

    2. Users generate the content for us – sometimes it is incentivized and company pays

    3. GoPro ongoing hashtag campaign from users to add content you used with the GoPro

  5. Employees turn social advocates

    1. They are powerful 3x more credible than CEOs in understanding what it is like to be at the company

    2. Strategies to participate in the social media strategy they already have loyalty and know the company

  6. Community community community

    1. Must build communities to get people engaged

    2. You want them to be involved with what is happening and share that info about the product

    3. By generating subscriptions sign up for updates and communication to also hear their feedback

  •  The social media advertising market is expected to reach $207.10 billion in 2023, with an impressive 4.53% annual growth rate projected to take the market even higher, to $247.3 billion by 2027

  • Which social media platforms does your company use?

Social Media Key Trends by Platform

  •  Facebook

    • 59% of social media users are on Fgest social media platform in the world

    • 26% of US Facebook users are age 25 to 34

    • Users spend 19.6+ hours a month on average on Facebook

    • Facebook has 2.99 billion monthly active users

  • Instagram 

    • Social sharing app all around pictures, stories, and live videos

    • Many brands are participating through the use of hashtags and posting pictures consumers can relate to

    • Instagram has 2 billion monthly active users 

  •  Pinterest 

    • Social site that is all about discovery  

    • Largest opportunities on Pinterest are in the home, parenting, beauty, style, and food industries

    • 89% use pinterest for purchase inspiration

    • Pinterest has 465 million monthly active users

  • TIkTok

    • App for making and watching short form videos

    • 1+ million video views daily and 1_ billion sound uses daily

    • Most used social platform among users ages 10-29

    • 1+ billion monthly active users 

  • LinkedIn

    • Business oriented social networking site 

    • Brands that are participating are corporate brands giving potential and current associates a place to network and connect 

    • 77%+ of LinkedIn users are outside of the U.S. 

    • LinkedIn has 930 million users

Personalization Techniques

Social media activities requiring management

  • Define listening and reputation strategy

  • Transform the brand through social media

  • Acquire new customers using social media

  • Increase sales to existing customers

  • Enhance customer service through social media 

Big idea, Offer, Message Development and Creative

  •  Campaign big idea elements

    • Concept – an original, relatable idea to engage the audience

    • Creative – distinctive creative such as strapline, visuals or hashtag is needed for cut-through

    • Viral element – shareable via word of mouth or social media amplification

    • Brand alignment – the concept and creative must be on-brand to fit in with brand perception

    • Brand value messages – in addition to promoting brand awareness and recall, other brand metrics such as brand familiarity, favorability and purchase intent may be incorporated

  • Explains what strategies will give you high ROI or reach







Content Support Marketing

  • This relates to content and which creates more emotion or rational

  • To educate customers and create a platform of trust about education on that particular industry you will do it will not get a lot of purchases but it will gain  alot of awareness 

  • Emotional you can create that entertainment and get awareness but does not necessarily mean immediate purchas to purchase you will use community forms or those influencer reviews and endorsement 

  • Cater content based on your objective

  • Why would we want the strategies of creating guides and infographics? When we know it won’t immediately convert ot sales?

    • It can help in decision making process

    • Great for SEO

    • THIS: your product cannot be purchased online your product is very sophisticated such as software – this is usually in the form of a face to face meeting like b2b and to get trust we need to know what we talk about and have the positioning as an expert