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Social Media Marketing > Introduction to Social Media and Digital Marketing
Introduction to Social Media and Digital Marketing
• Defining Social Media
• Social Media Marketing Communications
• Digital Marketing Characteristics
• Types of Internet Advertising
• Mobile Marketing
• Social Behavior of Consumers
• Types of Consumer-Generated Digital Content
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Social Media Marketing > Introduction to Social Media and Digital Marketing
Defining Social Media
• Social media are examples of Web 2.0 technologies, which contrast significantly
with the more passive, top-down technologies that characterized Web 1.0 web
pages.
• Specifically, social media features a rich user experience, dynamic content,
scalability, openness and collective intelligence.
• Different types of social media include social networks, weblogs, microblogging,
content communities, podcasts and wikis.
Conversations in Social Media
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Social Media Marketing > Introduction to Social Media and Digital Marketing
Social Media Marketing Communications
• The viral and collaborative nature of social media allows brands to build brand
authenticity and loyalty among their users.
• Social media allows brands to refine their segmentation strategy by reaching a
narrow target audience.
• Advertisers and PR professionals can use social media to engage audiences,
create compelling content, and monitor sentiment about their brand.
Facebook Business Page
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Social Media Marketing > Introduction to Social Media and Digital Marketing
Digital Marketing Characteristics
• Digital marketing consists of pull or push online communication tactics. These
tactics can also be referred to as inbound or outbound marketing as well.
• Pull digital marketing is characterized by consumers actively seeking marketing
content.
• Push digital marketing occurs when marketers send messages without the
consent of the recipients.
• Examples of pull digital marketing include search engines, email newsletters, text
messaging, while push digital marketing consists of opt-in subscription services.
Blog website
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Social Media Marketing
Facebook Business Page
Social networking sites such as Facebook can serve as lead generators for marketing communications campaigns.
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Social Media Marketing > Introduction to Social Media and Digital Marketing
Types of Internet Advertising
• Internet advertising provides companies a low cost way to serve personalized ads
across web and mobile interfaces.
• Online advertising relies heavily on contextual and behavioral targeting to serve
personalized ads to consumers.
• Different mobile advertising tactics include idle screen advertising, app-vertising,
and DoubleClick for Advertisers.
Banner Ad
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Social Media Marketing
Banner Ad
Banner ads are examples of Internet advertising.
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Social Media Marketing
Web User
Younger generations use web and mobile devices to increase their number of social interactions.
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Social Media Marketing > Introduction to Social Media and Digital Marketing
Mobile Marketing
• During the early 2000s, mobile marketing became popular with the use of text
messaging in Europe and parts of Asia.
• Mobile marketing promotional tactics include SMS and MMS messaging, push
notifications, QR codes, keyword advertising and mobile game marketing.
• Some of the key advantages of mobile marketing are the close proximity of
owners' mobile devices, as well as the habitual nature of using cell phones,
smartphones and computer tablets.
• Despite the cost-effectiveness of mobile marketing, brands face challenges
around privacy concerns with user data.
QR Code Promotion
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Social Media Marketing
Blog website
Digital marketers often incorporate blogs and other social media elements in their corporate websites to encourage web traffic.
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Social Media Marketing
QR Code Promotion
These are increasingly being used in mobile advertising campaigns to increase user engagement.
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Social Media Marketing > Introduction to Social Media and Digital Marketing
Social Behavior of Consumers
• Traditionally, consumer behavior is the study of individuals, groups, or
organizations and the processes they use to select, purchase and dispose of
products, services, experiences, or ideas.
• The emergence of web technologies such as social media allow more
opportunities for consumers, particularly younger generations, to experience more
social interactions with people and organizations.
• Brands must recognize the importance of demographic factors such as age and
gender when assessing consumers' social behavior online.
• Companies commonly use behavioral targeting techniques to market to
consumers based on their online behavior.
Web User
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Social Media Marketing > Introduction to Social Media and Digital Marketing
Types of Consumer-Generated Digital Content
• Examples of consumer-generated digital content include videos, blogs,
microblogs, wikis and podcasts.
• Consumer-generated content across digital interfaces has provided brands with
insights into consumer behavior.
• In addition to social media, user-generated content may also employ a
combination of open source, free software and flexible licensing mechanisms.
Twitter for the iPad
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Social Media Marketing
Conversations in Social Media
Consumers intentionally and unintentionally use social media to purchase, evaluate and ultimately influence a brand's marketing mix.
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Social Media Marketing
Twitter for the iPad
Companies employ consumer-generated content across mobile applications such as tablet computers.
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