2100 Foundations of Marketing
What is digital marketing?
Digital marketing pertains all online/ internet platforms to
promote products and services. This includes all digital
assets, channels, and media.
How Has Social Media Changed
The term social media refers to online and mobile
technologies that create content to facilitate interpersonal
This change has forced firms to change how they
communicate with their consumers. By knowing your target
consumer you have to “Excite, Educate, Experience, and
Bigger audience…more competition
Social media marketers must consider carefully when
devising an online marketing strategy and design to target
and appeal both potential and current consumer’s.
Digital marketing reaches thousands of people in seconds so
you must do this correctly.
Every brand is on social media and is competing to be the
Marketing framework uses seven critical elements to consider
carefully when devising an online marketing strategy and
design to target and appeal of both potential and current
These 7C online marketing frameworks are core goals,
contextual elements, content, community, communication,
commerce, and connection.
Wheel of Social Media Engagement
The five steps that drive social media…
the outcome of digital marketing in which
relevant information is spread by firms or
individuals to other members of their social
the outcome of social media that satisfies
humans innate need to connect with other
the outcome of social media engagement
in which every time a firm or person posts
information, it is transferred to the
poster’s vast connections across social
media, causing information to spread fast
A twofold engagement. Nature that is very
efficient to get information or resolve
disputes. It can provide the firm with
insights into how to provide or service in
the future. Customers can also
social media engagement is concerned with
the firm being able to engage with the
consumer at the right place and time.
Going Mobile with Apps
81% of adults have smartphones… making purchases through
Though most apps are free they still have in-app features for
purchasing which are called freemium apps.
Paid apps charge the customer up-front to download the app.
How should firms engage?
Through three stages…
Listening : Companies can learn a lot about their customer by
listening what they say on their socials.
Analyzing : You must determine and understand the data collected
from social media to assess what consumers are saying and want.
Implementing (doing) : Firms must use their connections to
increase their business.
Influencer marketing is a strategy that uses opinion leaders,
popular on social media, to drive marketing messages to a targeted
Firms hire these well-known names to promote their brand
message to their followers.
This is about 75% of the social marketing used.
Types of influencers: Celebrity- influencers, micro-influencers,
How it works: They give an offer to the influencer to carry their
message to their followers so they receive value. They do this with
the 4R’s, relevance, reach, response, and return.
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