SOCIAL MEDIA AND

MARKETING
RURAL MARKETING MANAGEMENT-II
LECTURE 9
LEARNING OBJECTIVES
ONLINE MARKETING

CHALLENGES OF USING SOCIAL MEDIA

MARKETING TO BOTTOM OF THE PYRAMID

ONLINE MARKETING
We define online marketing as efforts to market products
and services and build customer relationships over
Internet.
Wide-spread use of the Internet is having a dramatic
impact on both buyers and the marketers who serve them.
INTERACTIVE MARKETING
Tailored messages possible
Easy to track responsiveness
Contextual ad placement possible
Search engine advertising possible
Subject to click fraud
Consumers develop selective attention
 SETTING UP AN ONLINE
MARKETING PRESENCE
Companies conduct online marketing in any or all of the five ways:
PLACING ADS AND
PROMOTIONS ONLINE
We define online advertising as advertising that appears while
consumers are browsing the Internet, including display ads,
search-related ads, online classifieds, and other forms.
Content sponsorships means that companies gain name exposure
on the Internet by sponsoring special content on various Web sites,
such as news or financial information or special interest topics.
Viral marketing is the Internet version of word-of-mouth
marketing: a Web site, video, e-mail message, or other marketing
event that is so infectious that customers will seek it out or pass it
along to friends.
WHAT IS SOCIAL MEDIA?
Social media is any tool or service that uses the Internet to
facilitate conversations.

Social media can be defined relative to traditional advertising

like television and magazines in that traditional marketing
media offers a mass media method of interacting with
consumers, while social media offers more one-to-one ways to
meet consumers
SOCIAL MEDIA TOOLS AND
PLATFORMS
Social
Social networks
networks

Blogs
Blogs

Microblogs
Microblogs

Media
Media sharing
sharing sites
sites
SOCIAL MEDIA & CONSUMERS
At the basic level, social media consumers want to:

 exchange information
 collaborate with others
 have conversations
Social media has changed how and where conversations take place, making human interaction
global.

Research shows that more than 73 percent of active online users have read a blog and more
than half belong to at least one social network.
 CROWDSOURCING

Crowdsourcing
Crowdsourcing

Using consumers to develop

and market product.
TYPES OF MEDIA
Owned media – online content that an organization creates and
controls

Earned media – a public relations term connoting free media

such as mainstream media coverage

Paid media – content paid for by a company to be placed

online
SOCIAL MEDIA OBJECTIVES
Listen Monitor what is being said about the brand. Develop a
Listen and
and Learn
Learn
listening strategy.

Build
Build relationships
relationships Open
Open dialogues
dialogues with
with stakeholders.
stakeholders.Answer
Answer customer
customer
and
and awareness
awareness questions
questions candidly.
candidly.

Promote
Promote products
products Get customers talking about products and services.
and
and services
services

Manage
Manage your
your Respond to comments and criticisms. Participate in
reputation
reputation forums and discussions.
Improve
Improve customer
customer Seek out displeased customers and engage them
service
service directly to solve issues.
MEASURING SOCIAL MEDIA
Social media measurement – Ever-changing metrics that are
used to determine the ROI of each tool.

Public relations measurement – PR measurement exists to

calculate the impact of social media on press coverage and other
elements of PR.

Social media monitoring – Tools that are used less for

campaign metrics and more for customer service improvement,
brand management, and prospecting
 CATEGORIES OF SOCIAL MEDIA USERS
Creators – Those who produce and share online content like blogs, Web sites,
articles, and videos.
Critics – Those who post comments, ratings, and reviews of products and
services on blogs and forums.
Collectors – Those who use RSS feeds to collect information and vote for
Web sites online.
Joiners – Those who maintain a social networking profile and visit other sites.
Spectators – Those who read blogs, listen to podcasts, watch videos, and
generally consume media.
Inactives – Those who do none of these things.
 Social Media Tools
Blogs
Blogs Social
Social News
News Sites
Sites
Location-Based
Location-Based Social
Social
Microblogs
Microblogs Networking
Networking Sites
Sites
Social
Social Networks
Networks Review
Review Sites
Sites
Virtual
Virtual Worlds
Worlds and
and
Media
Media Sharing
Sharing Sites
Sites Online
Online Gaming
Gaming
 BLOGS
AApublicly
publiclyaccessible
accessibleWebWebpagepagethat
thatfunctions
functionsasas
Blog
Blog an
aninteractive
interactivejournal,
journal,whereby
wherebyreaders
readerscan
canpost
post
comments
commentson onthe
theauthor’s
author’sentries.
entries.
Blogs
Blogsthat
thatare
aresponsored
sponsoredby byaacompany
companyor orone
oneofof
Corporate
Corporate Blogs
Blogs its
itsbrands
brandsand
andmaintained
maintainedby byone
oneorormore
moreofofthe
the
company’s
company’semployees.
employees.
Noncorporate Independent
Independent blogs
blogs that
that are
are not
not associated
associated with
with the
the
Noncorporate marketing
marketing efforts
efforts of
of any
any particular
particular company
company or
or
Blogs
Blogs brand.
brand.
MICROBLOGS
Microblogs are blogs with strict post limits.
 Useful for disseminating news, promoting longer blog posts,
sharing links, announcing events, and promoting sales.
 The ways a business can use Twitter to engage customers are
almost LIMITLESS.
REVIEW SITES

Web sites that allow consumers to post, read, rate, and comment
on opinions regarding all kinds of products and services.
REASONS FOR MOBILE
MARKETING POPULARITY

Low
Low barriers
barriers to
to entry
entry

Consumers
Consumers acclimating
acclimating to
to privacy
privacy and
and pricing
pricing

Capturing
Capturing consumer
consumerattention
attention in
in real
real time
time

Measurable
Measurable

Higher
Higherresponse
response rate
rate than
than traditional
traditional media
media
types
types
MARKETING TO RURAL INDIA
HUL’s decade-old Project Shakti received a technology boost in 2012. About 40,000
Shakti Ammas were equipped with a basic smartphone. These smartphones had
specifically designed software enabled them to take and bill orders, manage
inventory and receive updates on promotional schemes run by the company. This
improved their efficiency The Shakti workforce rose to 48,000 in 2012, up by
around 3,000 from the year before. Project Shakti equips women with the basic
entrepreneurial skills and facilities needed to set up and market FMCG products.
MARKETING TO RURAL INDIA
Dabur India embraced the idea of getting rural folk to sample products and
experience the benefits for themselves. The idea was to get word-of-mouth
advertising of product benefits.
The company made the most of fairs and melas around the harvest seasons when
purchasing power is high. It also conducted school health camps to boost its
toothpaste and chyawanprash portfolio and beauty pageants, to showcase its
ayurvedic beauty products.
Dabur’s rural sales force used mobile phones to report sales. Phones were equipped
with maps showing the demographics and market potential of each locality, to
improve rural coverage. Over two years, Dabur’s rural strategies saw it doubling the
villages under its coverage to 30,091
MARKETING TO RURAL INDIA
Dabur Red Paste partnered with Impact Communications to service the pilgrims in
Magh Mela 2018 by deploying an Oral Hygiene Zone at a prominent location to
cater to the captive audience.
“Dabur Red Paste Dant Snan” as a platform was built on the insight that the pilgrims
desire to be cleaned at every level at the Sangam. For the same, an innovative unit
was created and placed at the ghats wherein visitors are invited to Brush with Dabur
Red Paste in the spiritual environment supported by Om Chants interweaved with
the message of 7 key benefits.