Chapter 21 Managing Digital Communications: Online Marketing, Social Media Marketing, and Mobile Marketing
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With the Internet revolution, marketing communication is becoming a private match between companies and customers. Companies not only ask, "How do we find customers?" "And ask, "How do customers find us?" And "How do our customers find each other?" "New technologies encourage companies to move from mass communication to more targeted two-way communication. As a result, consumers can now play a more participatory role in the marketing process.
The latest and fastest growing marketing channel for communication and direct sales to consumers is digital channels. The Internet provides marketers and consumers with greater opportunities for interaction and personalization. Without meaningful digital components, almost no marketing programme can be considered complete. In this chapter, we'll show marketers how to use online marketing, social media, and mobile marketing to create customer loyalty, build strong brands, and make money.
Marketers distinguish between paid and own media and free media. Paid media includes advertising, advertising, and other promotional efforts produced by the company. Free media ( also translated as "winning media" "earning media" or "word-of-mouth media")
It's all about public relations and word-of-mouth benefits that companies can get at no cost, such as news stories, blogs, and brand-related social networking conversations. Most of our own media is online marketing communications, and we'll cover it in more detail next.
The advantages and disadvantages of online marketing communication
Here we discuss four main ways of online marketing communication: (1) the web; A variety of online means means that companies are able to provide or send customized information to consumers that appeals to them because they reflect their particular interests and consumer behavior.
Online marketing communication has other advantages. Marketers can easily measure marketing performance by recording how many unique visitors or "independent visitors" clicked on the page or ad, how long they stayed on the page, what they did on the page, and which pages they visited afterwards. The Internet also offers the advantage of context-based implantation, meaning that marketers can buy ads on group-related sites. They can also place ads based on keywords that customers type on search engines, inglying with people who are just starting the buying process.
Online marketing also has drawbacks. Consumers can easily filter most information. In addition, some websites can use software to falsify clicks, leading marketers to mistake their ads for more effective than they actually are.
But it is clear that online marketing has more advantages than disadvantages, and the Internet attracts all types of marketers.
Various ways of online marketing communication
Which way should companies choose online marketing to achieve their communications and sales goals most economically? These include websites, search ads, display ads, and e-mail.
Websites Companies must design sites that contain or express their goals, histories, products, and visions, and that sites are memorable and interesting enough to encourage repeat visits.
Visitors will judge the merits of the site based on ease of use and aesthetics. Ease of use means: (1) the website loads quickly, (2) the home page is easy to understand, (3) the navigation to other pages is convenient and fast, the aesthetics are reflected in the following aspects: (1) the pages are clean and tidy rather than filled with all kinds of content, (2) the font and font size are suitable for reading, (3) the website uses color appropriately.
The researchers suggest that various privacy-related "focus contacts" on the site be turned into positive customer experiences by (1) developing user-centric privacy controls to give customers control;
In addition to its own website, the company can also set up a micro-site, that is, to supplement the site's individual pages or a set of pages.
Search for ads An important part of online marketing is paid search or pay-per-click advertising.
In paid searches, marketers bid on search keywords that represent the product or consumer interest that the consumer wants.
Advertisers only pay when people click on a link, but marketers believe that consumers who search have shown interest in buying, so they are the primary leads.
The cost per click depends on the fierce competition of the link on the page, which greatly increases the price of search ads, so bidders must pay special attention to the selection of the best keywords, the strategy of the bid, and the testing of the effectiveness and efficiency of the results.
Display advertising A display or banner ad is a rectangular ad with text or images that is funded by the company on the relevant website.
Plug-in ads are ads that pop up within the same site or when you convert pages across sites, usually with video or animation.
Email. E-mail enables marketers to send and advertise information to customers at a fraction of the cost of direct mail advertising.
An important part of digital marketing is social media. Social media is a way to share text, pictures, audio, and video information between consumers or between consumers and companies.
Social media platforms
There are three main platforms for social media: (1) online communities and forums;
Online communities and forums Online communities and forums come in different forms and sizes. Many regions and forums are created spontaneously by consumers for non-commercial purposes and have nothing to do with any company. Others are funded by the company, and other members discuss some special interests about the company's products and brands with the company or other members by posting, sending text messages, or chatting online.
One of the keys to the success of the online community is the ability to engage in a variety of individual and group activities to connect community members.
The flow of information in online communities and forums is a two-way street that provides companies with useful and hard-to-access customer information and insights.
Companies should avoid democratizing innovation, and the risk is that breakthrough ideas may be replaced by the most grassroots solutions.
Blogs, which are regularly updated online logs, and become an important way to wear word-of-mouth. There are millions of blogs, some for close friends and family, and some for reaching and reaching a wider audience.
Social networking Social networks have become an important force in B2C and B2B marketing.
Use social media
Social media enables consumers to interact with brands in unprecedented depth and breadth. Marketers should do their best to encourage willing consumers to participate effectively. While social media is useful, it's hard to be the only channel for brand marketing.
In short, marketers must realize that when it comes to social media, only certain consumers want to interact with certain brands, and only at certain times.
Social media is an example of online word-of-mouth. Word-of-mouth is a powerful marketing tool. It is believed that word-of-mouth is one of its most effective sales drivers, while word-of-mouth can also improve advertising awareness, and some brands are almost entirely built through word-of-mouth.
the form of word-of-mouth
Contrary to popular belief, most word-of-mouth is not generated on the web. In fact, research and consulting firms point out that 90 percent of word-of-mouth communication occurs online, specifically 75 percent of people face-to-face and 15 percent by phone. It also points to why "word-of-mouth" ads, which are inextricably linked to word-of-mouth, have proven to be highly credible and sales-related, and have been shown to help spark dialogue.
Viral marketing is a form of online word-of-mouth, which can also be called "network word-of-mouth". Viral marketing encourages consumers to promote the company's products and services or audio, video, and written information to others online.
Create word-of-mouth topics
Not necessarily have to fight out of position or sword to go off the edge in order to make the product produce word-of-mouth topics. While more interesting brands are more likely to be talked about online, whether brands are new or not has little effect on whether they can be discussed face-to-face. Brands discussed offline are usually those that are important, visible, and easy to remember.
Thales Teixeira, a virus video expert at Harvard Business School, offers advice on how to make viral ads shared:
(1) Use a pulsed method so that the brand is not too intrusive in the video:
(2) The beginning of the advertisement should be pleasant or surprising, in order to attract those easily bored, changeable audience:
(3) Create ups and downs in the advertisement, so that the audience from start to finish integration;
(4) The ad should be surprising but not shocking - if an ad makes the audience uncomfortable, they won't be able to share it.
Viral marketing attempts to stir up waves in the market to show a brand and its salable characteristics. Some argue that viral marketing is driven by entertainment, not sales.
However, the ultimate success of any viral marketing or word-of-mouth campaign depends on whether consumers are willing to talk to others about the information.
With the popularity of smartphones and tablets, marketers have been able to tailor personalized information to demographics and other consumer behavior characteristics, making mobile marketing a logical communication tool.
The scope of mobile marketing
Mobile devices have four distinct characteristics:
(1) It binds only one user
(2) Because it is usually carried with you, it is basically always turned on.
(3) It can achieve immediate consumption, because in fact it is a distribution channel with payment system;
(4) Because it can be used for location tracking and can be used to take photos and videos, it is highly interactive.
Recent attention has been focused on mobile apps, small software programs that can be downloaded to smartphones. Mobile apps have very useful features - increasing convenience, social value, motivation and entertainment, and enabling consumers to improve their lives to some extent or to a large extent.
Develop effective mobile marketing projects
Marketers should design simple, clear, and clean sites and focus more than ever on user experience and site navigation.
Experts point out that the simplicity of mobile information is critical, so they make the following recommendations:
1. Mobile advertising can only account for 50% of the screen, and complex reading experiences should be avoided because they consume consumers' phone power, data availability, and their time.
2. Brands should limit their advertising to using only one pair of phrases - products and promotional language.
3. Brands should place their trademarks in the corner of the mobile advertising box.
4. Ads should use at least one bright color, but not more than two.
Cross-market mobile marketing
While more and more people use smartphones and tablets in every way, from entertainment to money management, different people have different attitudes and experiences about mobile technology.
This chapter summarizes
1. Online marketing provides marketers with more interactive and personalized marketing opportunities through well-designed and crafted websites, search ads, display ads, and e-mail.
2. Social media takes many forms, including online communities and forums, blogs and other social networks.
3. Social media provides marketers with the opportunity to make brands public and public image on the Web, while it can also enhance the effectiveness of other means of communication. Marketers can create long-term marketing assets by building or utilizing online communities that invite consumers to join. Social media is rarely the only channel for brand marketing communication.
4. Word-of-mouth marketing seeks to connect consumers so that they can actively discuss products, services, and brands with others. Viral marketing encourages people to exchange information about a product or service online.
5. Mobile marketing is an increasingly important form of interactive marketing in which marketers can connect with consumers through their smartphones and tablets using text messages, software applications and advertising.
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Chapter 21 Managing Digital Communications: Online Marketing, Social Media Marketing, and Mobile Marketing
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