Social Media Marketing - Key Points

Needs and Wants

  • Need: Something necessary for survival and function (e.g., air, water, food).

  • Want: Something that improves quality of life or is desired, but not essential.

Target Market and Audience

  • Target Market: A specific group of consumers a product or service is aimed at.

  • Target Audience: Distinct groups or segments of customers.

  • Demographics: Categorize people by age, occupation, gender, and income.

  • Psychographics: Define people by attitudes, aspirations, interests, values, and lifestyles.

The 4Ps of Marketing

  • Product: An item that satisfies consumer needs or wants; can be tangible or intangible.

  • Price: The amount a customer pays and is willing to sacrifice for a product.

  • Place (Distribution): Providing customer access and convenience (physical and virtual).

  • Promotion: Marketing communication to make an offer known and persuade customers.

Digital Marketing Mix

  • Product/Service/Solution: Tangible or intangible, including virtual products.

  • Price/Value: Pricing adjusted in real-time, price transparency is higher.

  • Place/Access: E-commerce platforms provide alternatives to physical retail.

  • Promotion: Includes display ads, search marketing (SEO, PPC), email, online PR, and social media.

Key Steps of the Marketing Process

  • Use the 4Ps to define market strategy.

  • Perform market research & analytics (Google Analytics, Keywords Tool, Trends, Surveys).

  • Select a marketing strategy (Social Media, Content, Affiliate, Direct Response, Media Advertising).

Social Media Marketing Strategies

  • Social Media Marketing: Use platforms to promote a product or service to a targeted audience.

  • Content Marketing: Create valuable content to attract and engage a target audience.

  • Affiliate Marketing: Reward affiliates for each visitor or customer brought in through their efforts.

  • Direct Response: E-mail marketing (opt-in) and direct mailers.

  • Media Advertising: Print and broadcast.

Distribution Channels

  • Business to Consumer (B2C): Retail stores, online channels.

  • Business to Business (B2B): Traditional sales, online platforms like Alibaba.

  • Consumer to Consumer (C2C): Yard sales, online platforms like Carousell and eBay.

  • Consumer to Business (C2B): Consumers create value businesses consume (e.g., social media influencers).

Promotional Mix

  • Advertising: Paid messages in various media (TV, print, online).

  • Sales Promotions: Short-term tactics to boost sales.

  • Direct Marketing: Targeting individuals directly (mail, telemarketing, email).

  • Personal Selling: Face-to-face sales.

  • Public Relations: Maintaining a favorable public image.

  • Branding: Creating a unique identity and promise to customers.

Traditional Marketing Strategies

  • Print: Newspapers, magazines, flyers, direct mailers, brochures, catalogues.

  • Broadcast: Television, radio, cinemas. Shift underway as broadcast transforms to streaming.

Intellectual Property (IP)

  • Includes copyrights, patents, trademarks, and trade secrets.

  • Purpose: To encourage creation of intellectual goods by granting property rights.

Copyrights

  • Protect literary, dramatic, musical, and artistic works.

  • Term: Usually 70 years after the creator's death.

Patents

  • Grant exclusive rights for an invention (product, process, or technical improvement).

  • Term: 20 years from the date of filing.

Trademarks

  • Distinguish goods/services of a business from others.

  • Term: Protected for ten years, renewable.

Trade Secrets

  • Confidential information that gives a competitive edge.

  • Protection: No registration, no time limit.

Ways to acknowledge IP

  • Acknowledge Intellectual property is to recognise the rights of the Intellectual Property Owners.

  • Collective Management Organizations, Intellectual Property Office of Singapore, Digital Rights Management.

Consequences of Infringement of Intellectual Property

  • Penalties and criminal liability

Advantages of Social Media Marketing

  • Global reach, lower cost, trackable, measurable, build customer loyalty.

Disadvantages of Social Media Marketing

  • Media fragmentation, negative feedback, time-consuming, privacy/security issues, heavy customer engagement requirements.

Types of Content Marketing Strategy

  • Authority Content, Influencer Outreach, Viral content.

Align Social Media Platforms to Marketing Strategy

  • Determine Marketing Goal, Choose The Right Social Media Platform, Track Your Campaign.

Types of Digital Marketing

  • Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Pay-per-click advertising (PPC), Influencer marketing.

Various Social Media Platforms - Facebook, YouTube, Whatsapp, Instagram and TikTok.

Common Considerations in Social Media Marketing Campaigns:

  • Audience Profile on Platform,

  • Budget

  • Type of Content

  • Usability

  • Timing

  • Privacy