MIS066 E-Business Management PDF

8 : E-Marketing  Digitalmarketing means creating and disseminating content across digital media channels (websites, landing pages, social media, email, and mobile apps), as well as promoting that content through various strategies across paid, earned, and owned digital channels, such as SEO (...

8 : E-Marketing  Digitalmarketing means creating and disseminating content across digital media channels (websites, landing pages, social media, email, and mobile apps), as well as promoting that content through various strategies across paid, earned, and owned digital channels, such as SEO (search engine optimization), SEM (search engine marketing), pay-per-click (PPC) advertising, content partnerships, social, email, and text messaging.  Digital marketing strategies help marketers define goals, target an audience, and develop a digital marketing plan that best reaches that audience. These strategies provide the framework for evaluating results while guiding a specific campaign or program.  Digital marketing is integrating into nearly every aspect of business and fundamentally changing the way companies communicate with customers and deliver value.  In the ever-growing global online marketplace, it is impossible to achieve competitive advantage without a digital marketing strategy.  Emailmarketing is one of the oldest and most well-known forms of digital marketing used by B2B and B2C marketers. Email marketing collects customer data across various customer journey touchpoints, categorizes potential customers to understand their preferences, and ultimately grants them permission to add them to your email list(s).  Email content can include information about products and services, news about the company and events, personalized offers, customer success stories, links to case studies, and technical or business briefs. Providing value is critical to getting emails opened and read rather than deleted immediately. Personalized content and engaging offers are key to increasing engagement.  Video marketing: Video is one of the most powerful digital marketing channels. People watch and share videos for entertainment and research.  YouTube reports that over two billion viewers log in per month. It is effective in the purchasing decisions of both B2B buyers and B2C consumers. Video marketing creates brand awareness, increases digital traffic and conversion rates.Sharing videos is the key to getting more content seen.  Social media marketing: is an effective way to reach a specific audience; to connect directly with customers, potential customers and business partners.  Which social media platforms to use depends on who the target audience is.  Facebook is still the largest social media platform in the world.  X is still popular with B2B buyers  Instagram and TikTok are popular with millennials and Gen Z consumers.  LinkedIn is an effective place to connect with B2B buyers in the early stages of the buying cycle.  As different platforms continue to emerge, marketers should constantly adapt their digital marketing strategies to make the most of each platform that exists.  For example, TikTok did not exist until September 2016. Today, LinkedIn has more active users than X, Pinterest and Snapchat.  Content marketing: allows you to speak to different potential customers and clients in a personalized way while presenting your message.  The more personalized the content, the more engaging it is, the more it attracts people and keeps them paying attention. However, content must be aligned with the audience’s purpose and interests. It must provide value for engagement and conversion.  Content can be used in email text, landing pages, infographics, e-books, business briefs, videos, text messages, ads, newsletters, press releases, articles, blogs and digital postcards. Content can (and should) be used across channels, but there should be a consistent tone and message across all content.  SEO: A good search engine optimization (SEO) strategy optimizes website content. This way, it ranks higher and appears more frequently in search results, increasing traffic to the content.  Good SEO results depend on keyword and page optimization. Getting organic links from highly respected third-party pages is another way to increase page rank and direct potential customers to your content. In pay- per-click (PPC) advertising, you are paid for each click on a specific link.  Search engines and most social media sites offer PPC opportunities. PPC ads appear in the content feeds of targeted customers and potential customers.  Search engine marketing (SEM) is a type of PPC advertising that can have a big impact. The search engine is paid to display marketing messages (text) and links in an advantageous page location to visitors searching for certain keywords.  Website: is often the first point of contact where potential customers come into contact with the company and brand.A successful web design can promote all digital assets with consistent branding.  The website should also be more compatible with search engines, provide a user experience and increase conversion rates (more clicks, signups, etc.).  Display advertising: Marketers can display engaging ads on third-party sites to reach more potential customers. Banners, sidebar boxes, video ads, and interactive ads that link to one of the websites or landing pages can be used for this purpose.  Affiliate marketing:Many bloggers and famous social media users are affiliate marketers because they use their blogs and social media accounts to promote different products and services. This is a type of performance- based marketing. Affiliate marketers earn commissions for promoting certain products. The more visitors and customers the affiliate brings, the more money they make.  1. Define marketing goals:Digital marketing is a broad field, so it’s important to define your goals before you start a digital marketing campaign. Are you looking to build brand awareness? Acquire new customers? Focus on customer retention and loyalty? Outlining goals will help you organize your strategy and budget for maximum impact.  2.Define target audience:Who are we trying to attract? Finding more details about your target audience (age, location, income, etc.) will make it easier to determine how to connect with them.  3. Determine the right marketing channels and marketing tactics:You need to decide how (and how much) you want to reach consumers.A B2C digital marketer trying to connect with younger customers should allocate most of their effort and budget to social media advertising on specific platforms rather than blogging.  4. Develop content and messaging for each channel:Analyze data and learn as much as possible about your target audience. For example, if you know that customers prefer to use phones to browse the web rather than laptops, the content you deliver to them should be optimized for mobile viewing. But that may not be enough. Customers interact with brands in a nonlinear way across channels, so you need to ensure that each piece of content conveys a consistent tone and message. Consistency prevents confusion about brand identity and value.  5. Campaigns:Measuring results throughout the process allows you to connect with customers, build loyalty, and create brand advocates.  The world-renowned brand advocate: Harley Davidson brand community  Used to measure marketing campaigns. Digital marketers can use a number of key performance indicators to track results.  Determining which specific digital marketing key performance indicators to use when working on a strategy can help set goals and objectives:  Visitors returning to the website. Visitors returning to the website/landing page to consume more content or take a specific action indicates engagement.  Web traffic sources. Shows how people found the website/landing page and how they interacted with it.  Total number of visits. The number of browsing sessions per site visitor.  Total number of unique visits. The number of people who visited the website/landing page.  Click-through rate. The percentage of people who clicked on the link.  Average time on page. The average time spent by all users on a single page.  Return on marketing investment (ROI) The amount of revenue a marketing campaign generates compared to the cost of running it.  It adopts a data-first approach. Having more data and making better use of it helps to understand customers better and better predict their expectations.  It makes maximum use of automation and decision support systems. Marketing automation is needed to record a huge amount of data and provide real-time service to customers.  Ittreats each customer uniquely, differently and appropriately. It uses data obtained from micro moments for customer analysis. In this way, it creates a more connected experience.  Micro moment: It is the real-time interaction with the brand that the consumer initiates with a single click. It adopts multi-channel communication. It is necessary to be ready to interact with customers in all channels and in real time and to keep up with them by switching from channel to channel.  Customers want personalized treatment.Customers control the market. They decide when, where and how they interact with the brand. They want a seamless experience and the ability to start a conversation on any channel and seamlessly move the conversation to a different channel.  They want to receive the most convenient service in the shortest possible time.The walls between B2C and B2B are breaking down. People want to see the same positive experiences they had in B2C in B2B.  B2ME (business to me): customer experience (marketing 4.0 -5.0)