1. Digital Marketing Online, Social, and Mobile 1

2. Nowadays, digital marketing has taken a pivotal role in the success of any company, big or small. It is more than just marketing on a website anymore; it encompasses everything from your business's strategy to physical advertising products. If you're going to be involved in marketing, then you'll need to know the many different ways that it can be done online and with social media platforms, as well as how they work together. 2

3. 3 Digital marketing pertains to all online marketing activities, which includes all digital assets, channels, and media, spanning not just online but also social media and mobile marketing. Among the online marketing activities associated with digital marketing, website design, blogging, and search engine optimization are prominent. The concept of social listening refers to how firms monitor and track what people are saying about them on social media. the term social media refers to online and mobile technologies that create and distribute content to facilitate interpersonal interactions, with the assistance of various firms that offer platforms, services, and tools to help consumers and firms build their connections. The changes and advances in online, social media and mobile technologies have created a perfect storm, forcing firms to change how they communicate with their customers. Traditional ways to market products, using brick-and-mortar stores, traditional mass media (e.g., print, television, radio), and other sales promotional vehicles (e.g., mail, telemarketing), are no longer sufficient for many firms.

4. The 4E Framework for Digital Marketing Excitement Engagement Education Experience 4

5. 5 Excite the customer: - Offer must be relevant to its targeted customer, Relevancy can be achieved by providing personalized offers. Educate the customer: - Marketers must take advantage of the opportunity to educate potential customers about its value proposition and communicate the offered benefits. - Golden opportunity: product's value proposition and offered benefits. Experience the product or service: -Information about a firm's goods and services. -Simulating real experiences. Engage the customers: -Action, loyalty and commitment -Positively engaged consumers lead to more profitability. -Engagement can also backfire. Online Marketing: -Most familiar and most established -Continues to grow rapidly -Nearly all manufacturers, retailers, and service providers have created and maintained an online presence.

6. The 7C online marketing framework: The primary goal of any website is to engage its users by encouraging them to spend time viewing and interacting with its content. Core Goals The second element of website design involves the traditional contextual elements, such as design. These contextual elements must be in alignment with the target market(s). Context elements The information content on the site (text, graphic, video, and audio) is critical to being successful with the 4Es of digital marketing discussed earlier in this chapter Content Firms use their websites and blogs actively to allow their customers to interact, socialize, share info, and create a sense of community by posting comments, reviews, responses, images, videos, and suggestions for new products or services. Community - Need clear, helpful meaningful content. - Determine how effectively the firm can interact with, educate, and engage site visitors. Communication When it comes to actual purchases, consumers exhibit varying preferences for the types of digital marketing tools they want to use. Commerce The final E of the 4E framework involves engagement; but it also might be called connection. Connection 6

7. Information Connected Network Dynamic Timeliness 7 - The outcome of digital marketing in which relevant information is spread by firms or individuals to other members of their social network. Information--whether because it is funny, cut, instructive, surprising, or interesting--is the key to turning the wheel. But the relevance of the information, and therefore its impact, depends on its context and the receiver. Marketers work hard to provide information that is somehow contextually relevant, such as interjecting a humorous advertisement into a social network of users who like to joke around and share funny pictures. - an outcome of social media that satisfies humans' innate need to connect with other people. This connection in social media is bidirectional: People learn what their friends are interested in, but they also broadcast their own interests and opinions to those friends. Humans seek connections to other people, and social media have provided them with a new, easy, and engaging way to do so. In particular, people can connect by sharing different types of information, whether their location, the food they have consumed, exercises they have completed, or a news article that they find interesting. And they achieve this connection by checking in, posting a picture to Instagram, uploading a video to YouTube, or sharing a link to an article they have liked on Facebook. Brands like Mr. Clean seek to leverage this effect. - 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 the information to spread instantaneously. - First, it describes the way in which information is exchanged to network participants through back-and-forth communications in an active and effect manner.- Second, the dynamic effect expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change. - is concerned with the firm being able to engage with the customer at the right place and time-- that is, 24/7 from any location. 1. Information: 2. Connected: 3. Network: 4. Dynamic: 5. Timeliness:

8. Mobile Facts:  1. In the US, 77 percent of adults own a smartphone and more than half of them make purchases on these devices.  2. Almost 200 billion apps were downloaded globally in 2017, and customers spent more than $86 billion, even though nearly 93 percent of apps downloaded are free.  3. Mobile app downloads are expected to grow to 353 billion annually by 2021. 8

9. App pricing models: This is a key decision for firms producing abs in what to charge for them. Therefore basic ways of generating revenue from apps Dash add support apps, freemium apps, paid apps, and paid apps with an app purchases. 9

10. Four Ways of Generating Revenue From Apps: 1. Ad-supported apps: - Although there are many of these types of apps, the majority of app revenue is generated from the remaining three pricing modules (freemium apps, paid apps, paid apps with in app purchases) - These apps are free to download, but ads appear on the screen. They generate revenues while users interact with the app. 2. freemium apps: - These are apps that are free to download but include an in app purchases that enable the user to enhance an app or game. 3. paid apps: - These apps charge the customer and upfront price to download the app ($0.99 is most common), But offer full functionality once downloaded. 4. paid apps with in- app purchases: - Similar to the premium model, paid apps within at purchases require the consumer and to pay initially to download the app and then offer the ability to buy additionally functionality. 10

11. The Social Media Engagement Process: 1. Listen:2. Analyze:3. Do: 11 - From a marketing research point of view, companies can learn a lot about their customers by listening to (and monitoring) what they say on their social networks, blogs, review sites, and so on. Similar to being at a party or in class, it is best to listen before engaging in a conversation. Listening can help marketers determine their digital marketing objectives. If no one is talking about a product or brand, then stimulating brand awareness or excitement may be required. - First, it is important to determine the amount of traffic using their sites, visiting their blogs, or tweeting about them. A measure used for this purpose is the number of hits. More useful, however, is the number of unique visitors and page views. If, for instance, Sam visits a site once, but Sol visits it five times, there are six hits, two unique visitors, and Sam has one page view, while Sol has five page views-- Sol is potentially a more important customer than Sam. - Even the greatest analysis has little use if firms fail to implement what they have learned from analyzing their social and mobile media activity. That is, social media may be all about relationships, but ultimately, firms need to use their connections to increase their business.

12. Thank You! 12