Chapter 9 Summary.pdf

1 Iyania Messinga Professor Holmes MK 341 A 19 October 2023 Chapter 9 Summary Digital marketing has seen rapid growth due to the growth of the internet, which has provided marketers with opportunities to engage with consumers more effectively. It has also made it possible to target markets more pre...

1 Iyania Messinga Professor Holmes MK 341 A 19 October 2023 Chapter 9 Summary Digital marketing has seen rapid growth due to the growth of the internet, which has provided marketers with opportunities to engage with consumers more effectively. It has also made it possible to target markets more precisely and reach previously inaccessible markets. Digital marketing is evolving into an effective marketing strategy integration, and the most important benefit of e-marketing is the ability to share information between marketers and customers. Digital marketing and social media also allow for the creation of co-created content and innovative communication methods in a relationship-based interaction. Digital and online marketing activities are essential for businesses to remain competitive. These activities include using social networking sites to facilitate commerce, providing feedback mechanisms for customers to communicate their needs, and treating digital marketing differently than traditional marketing channels. Digital marketing is characterized by addressability, interactivity, accessibility, connectivity, and control. Examples of consumer-generated marketing and digital media include blogging, digital media, and online forums which marketers use to interact with customers, address problems, and promote their companies. Social media marketing is a form of communication between companies and consumers via social media sites. It enables companies to reach large markets through paid, owned, and 2 earned media, and allows for consumers to create, converse, rate, collect, join, or read online materials. It should be included in corporate and marketing strategies to build relationships and influence consumer behavior. Social networks are websites where users can create a profile and interact with other users, post information, and engage in forms of web-based communication. They offer marketers the ability to reach out to new target markets and provide social networking owners with an influx of advertising dollars. This section explores different types of consumer-generated marketing and digital media. Facebook is the world's leading social media site with over 2.6 billion users. Organizations use Facebook to share news, products, and educate users on how to use their products. Advertising on Facebook allows companies to target ads to users based on their web-browsing habits. Twitter is a hybrid social media/micro-blogging site that asks viewers ``What's happening?". It is used to enhance customer service and create publicity about products. Snapchat is a mobile app that allows users to send messages, photos, and videos to friends. It has over 220 million daily active users and is used by marketers to reach a young, highly-engaged audience. TikTok is a video-sharing platform that encourages users to build off of other users' content and has surpassed 800 million active users. YouTube allows users to upload and share videos globally with users watching a billion hours of videos per day. LinkedIn is the top networking site for businesses and business professionals and is used for spreading brand awareness and recruiting. Blogs are web-based journals that can represent a potent threat or opportunity to companies due to the amount of consumer control. Wikis are a type of software that enables users to add or edit content and are used as internal tools for teams and to monitor consumer opinion.