INTRODUCTION TO DIGITAL

MARKETING UNIT 4 PART 2

By Neha Agarwal
 S.No. Topic

The internet as a medium of communication and how the digital media differs
1.
from traditional mass media.

2. Approaches used for developing a digital marketing plan

Web Site Best Practices - Navigation & Usability, Design & Presentation,
3. Content, E-commerce. The issues related to creating, branding and
maintaining a website in an effective manner
Social Media, Conversations, Community & Content - What is Social
4. Media? Marketing Through Social Media: Blogs, Podcasts, Wikis, Video;
Social Networks, Online Communities & Virtual Worlds
The Importance & Power Of Search - Search Engine Visibility -Search Engine
5.
Marketing

What Is Online Advertising? 'Traditional' online ads - Banners, Buttons and

6. Pop-Ups; Rich Media advertising; Pricing Models & Delivery Options;
Targeting the right customer using suitable online methods

TOPIC INTRODUCTION 7.
Mobile and email marketing campaigns – developing customer engagement
Syllabus/Course Outline/Session Plan strategies to target the right customers with suitable offers

Viral, Buzz Marketing & Word-of-Mouth; Media Allocations; Cross-channel

8.
Marketing strategies
CUSTOMER
JOURNEY ON
SOCIAL MEDIA
Divol R., Edelman D.
and Sarrazin H.
(2012),
“Demystifying
Social Media”,
McKinsey Quarterly,
Demystifying social
media | McKinsey
ROLE 1 OF SM: MONITOR
It involves scrutinizing organizational brands in real time across social media. Companies
can track data built, data visualizations and dashboards and run sentiment analysis
around product and campaign launches.
According to me there can be two aspects to monitoring –
 Tracking overall broad landscape around your brand
 Tracking your own performance

Should be a default social media function today

Eg. Gatorade Mission Control Center
Eg. Stahl dashboards
Eg. Twitter analytics paper on Green Advertising of Home Appliances
ROLE 2 OF SM: RESPOND
Includes reacting to controversies, countering negative comments
and reinforcing positive ones. Two major aspects –
 Crisis Management
 Customer Service
Respond rapidly, transparently and honestly to influence consumer
sentiment and behaviour.
Eg. McDonald’s charging African-American additional service fee
ROLE 2 OF SM: RESPOND
First appeared on Twitter and
went viral with
#seriouslymcdonalds
Response by McDonald’s: "That
Seriously McDonalds picture is a
hoax. A senseless & ignorant
hoax. We value all customers.
Diversity runs deep in our culture
- on both sides of the counter.“
Involved influencers to set the
record straight. Also responded
personally to Tweets.
ROLE 2 OF
SM:
RESPOND
ROLE 2 OF
SM:
RESPOND
ROLE 3 OF SM: AMPLIFY
A trigger for broader engagement and sharing
Not just uploading a commercial on YouTube
Invite customers into the experience, create conversations with
brand, product, fellow users and enthusiasts.
Three parts –
 Referrals and recommendations
 Fostering communities
 Brand advocacy
ROLE 3 OF SM: AMPLIFY
According to Nielson, likelihood of buying a product increases by 400% when
a friend gives them a recommendation
Referred customers have a higher Life Time Value
Eg. Stahl real people recommendations, influencer recommendations
Eg. Gatorade India
ROLE 3 OF SM: AMPLIFY
ROLE 3 OF SM: AMPLIFY
ROLE 3 OF SM: AMPLIFY
According to Nielson, likelihood of buying a product increases by 400% when
a friend gives them a recommendation
Referred customers have a higher Life Time Value
Eg. Stahl real people recommendations, influencer recommendations
Eg. Gatorade India
Eg. Niyo referral program with first batch of Niyo App users with gamification,
waiting list to signal sense of urgency and scarcity. Resulted in 70000+
registrations
ROLE 3 OF SM:
AMPLIFY
Creating referrals
When consumers become super
fans then it leads to brand
advocacy
ROLE 3 OF SM: AMPLIFY
The Gatorade “Dunk”
“One of the most innovative superbowl ads this year and it dint even run on tv” –
2018
“We'll continue to push the boundaries on innovative ways to tell stories and connect
with our consumer, the athlete. Whether it's AR/VR, social platforms, immersive
experiences, or more tried-and-true media like TV and print, we are constantly
exploring the best ways to effectively engage our consumers in our brand story.” –
Kenny Mitchell, Head of Consumer Engagement
(125) GATORADE SUPERBOWL SNAPCHAT Cannes Lions Winner
- YouTube
ROLE 3 OF SM: AMPLIFY
Brand Communities
Post purchase – reinforces that they have made a smart purchase decision
Provides guidance to get the most from the purchase
Users can also assist other users
Can also be a source for further product improvements

(105) Join the Dell Neighborhood -

YouTube
Parenting: Guides & Tips for Parents | Pampers
 ICICIdirect acquires investor community based networking
ROLE 3 OF SM: AMPLIFY platform Multipie, Marketing & Advertising News, ET
BrandEquity (indiatimes.com)

Brand Communities
News today – ICICI Direct acquires investor community based networking
platform Multipie (August 4, 2022)
Allows users to exchange ideas, share views on stocks and other securities
“Multipie is an upcoming social network for investing, a first for the Indian
market. The Multipie community is a place where everyone can learn, share,
empower themselves with knowledge of investing and personal finance.” –
Rajkumar Singhal, Co-founder, Multipie

Multipie: The social network for investors

(125) Multipie Products and darkmode - YouTube
ROLE 4 OF SM: LEAD
Lead consumers towards long term behavioral changes
Brand awareness through content
Buzz around product launch
Promotional schemes leading to buying behaviour
Solicits consumer inputs after purchase – for product improvements/ideation
ROLE 4 OF SM: LEAD
Fiesta Movement
Shortlisted 100 people (socially vibrant, story telling, unique individuals with a good
network of more than 1000 followers) out of 4100 applicants who would be given
the Ford Fiesta free to drive for 6 months. They were referred to as “The Agents”
and given a different mission to complete every month. Eg. Show us around (travel
around to every landmark in the city and create content around the Fiesta). Risk?
Could have negative UGC as well.
Results – 5 million engagements on social networks, 11000 videos, 15000 tweets,
13000 photos, 11 million impressions, 6.5 million views on YouTube, 50,000 requests
for information about the vehicle, 10,000 cars sold in the first six days.
ROLE 4 OF SM: LEAD
Example of the launch of Niyo – Banking you’ll love
It integrates with traditional banks and offers a combination of traditional banking
products and services bundled with innovations all through a mobile or digital mode.

Get vaccinated (sideways.co.in)

SUMMARY
Types of social media – based on conversations, based on content and formats
Importance of social media – sharing statistics
Role of social media
Customer journey on social
Social media marketing model/grid published in McKinsey Quarterly