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Digital And Social Media Marketing

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Author by : Aleksej Heinze
Languange Used : en
Release Date : 2016-11-18
Publisher by : Taylor & Francis

ISBN : 9781317422129

Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book’s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners’ experience and create an interactive international learning community. This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing....

Digital And Social Media Marketing

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Author by : Nripendra P. Rana
Languange Used : en
Release Date : 2019-11-11
Publisher by : Springer Nature

ISBN : 9783030243746

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing....

Ultimate Guide To Social Media Marketing

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Author by : Eric Butow
Languange Used : en
Release Date : 2020-08-18
Publisher by : Entrepreneur Press

ISBN : 9781613084328

Create Focused Social Media Campaigns Tailored to Your Business Ultimate Guide to Social Media Marketing takes readers through a 360-degree perspective of social media marketing in businesses, from strategy to tactics, from organic to paid, from B2B to B2C, encompassing all of the current networks. Topics include: Why businesses need to embrace social media marketing Understanding today’s social networks from big ones like Facebook and YouTube to emerging platforms Learning how to craft your business’s social media strategy using today’s formats How to leverage images and video in your social media outreach Leveraging chat bots, paid social media, and influencer marketing Building your business social marketing team Measure your social media outreach progress and improve your performance over time...

Social Media For Fashion Marketing

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Author by : Wendy K. Bendoni
Languange Used : en
Release Date : 2020-08-06
Publisher by : Bloomsbury Publishing

ISBN : 9781474238991

Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication. Featured topics - Rules of Digital Storytelling - Rethinking Gamification - Strategic Digital Marketing - The Role of Citizen Journalists - The Social Media Looking Glass - World of Influencer Marketing - Visual Consumption Economy - Global Perspective of Social Media...

An Introduction To Social Media Marketing

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Author by : Alan Charlesworth
Languange Used : en
Release Date : 2014-11-20
Publisher by : Routledge

ISBN : 9781135006150

Social media has given marketers a way to connect with consumers in an unprecedented and revolutionary way, but the very newness of this medium is as challenging as it is exciting, particularly to those who aren't 'digital natives'. This is the first textbook for students that offers a step by step guide to this newly dominant marketing discipline. Mirroring its sister text Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a lighter, hands-on approach that is perfect for shorter courses and additional reading. Chapter exercises not only help develop knowledge, but test the learners' understanding of how the various concepts and models are best used by requiring them to investigate how they are best applied in real-world scenarios. The book is supported by the author's excellent website, which includes links to continually updated statistics as well as articles that keep the reader in touch with the constant changes to this dynamic area. Topics covered in this book include: Social networking Consumer reviews Social service and support Real-time social media marketing Blogging Viral marketing and influencers Advertising on social media And much more. An Introduction to Social Media Marketing is the first of its kind and ideal reading for students who want to work in a digital marketing environment, as well as the traditional marketer who wants to get to grips with this vibrant, and potentially lucrative facet of present-day marketing....

Social Media Marketing All In One For Dummies

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Author by : Michelle Krasniak
Languange Used : en
Release Date : 2021-04-06
Publisher by : John Wiley & Sons

ISBN : 9781119696872

Get social with the bestselling social media marketing book No person can ignore social media these days--and no business can afford to ignore it either. Our lives are mediated through the flicker of Facebook, Twitter, YouTube, and Instagram--and brands are increasingly interwoven with our online identities. Even for the 90% of marketers who interact with social media regularly, its pace and scale can be confusing to the point of distraction. Social Media Marketing All-in-One For Dummies helps you take a step back, make sense of the noise, and get your brand voice heard over the babble--in the way you want it to be. These nine mini-books in one give you essential, straightforward, and friendly guidance on how to use the major social platforms to promote your business, engage your customers, and use feedback to make your product or service the best that it can be. From evaluating the right social mix and planning your strategy to the really fun stuff--like creating videos on Snapchat and TikTok, diving deep on a podcast, or looking pretty on Pinterest--you'll find everything you need to get your social ducks in a row and say the right things. And once the campaign is over, you can follow the guidance here to evaluate success and iterate on your approach, before getting right back out there for an even bigger second bite. Keep up with the latest changes on Twitter, Facebook, LinkedIn, TikTok, and more Blend your social side with your traditional marketing presence Become more engaging and metric your success Get to know your fans with user data Wherever you're coming from--social media strategist, site manager, marketer, or something else--social media is where your customers are. This book shows you how to be there, too....

The Digital Marketing Landscape

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Author by : Jessica Rogers
Languange Used : en
Release Date : 2021-02-18
Publisher by : Business Expert Press

ISBN : 9781637420355

This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes. The field of marketing has seen an evolution in how brands communicate with consumers, how consumers communicate with brands, and how consumers communicate with one another. Digital technologies such as mobile phones, the internet, social media, and email contribute to what is known as the digital marketing landscape. Digital marketing offers unique ways to meet consumers where they are, engage with potential and existing consumers, capture the voice of the consumer; allow consumers to be part of a brand narrative. This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes. This book offers an overview of the digital marketing landscape and how the various elements of digital can work synergistically. When the power of an integrated digital strategy is optimized, both consumers and brands benefit. The Digital Marketing Landscape serves as a practical guide for both students and professionals in a variety of settings. Readers will become familiar with terminology, understand how the different areas of digital marketing connect and work together, and gain the knowledge needed to generate valuable and actionable managerial insights for more informed decision-making....

Digital And Social Media Marketing

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Author by : Aleksej Heinze
Languange Used : en
Release Date : 2020-04-28
Publisher by : Routledge

ISBN : 9781000041668

The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence. This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book’s customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development. This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing. Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners’ experience and support a worldwide learning community....

Social Media

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Author by : Ankit Srivastava
Languange Used : en
Release Date : 2019-09-19
Publisher by : BPB Publications

ISBN : 9789388176910

Marketing & Branding DESCRIPTION Before you invest your time in this book, you should find the answers to the following questions; How can this book help you get a job? Why not study online? Why this book? Ê Social Media Marketing and Digital Branding are one of the top 15 in-demand skills for getting a job in 2019-20, along with Content Marketing and Influencer Marketing. A complete module is dedicated to getting you a job. In this book, youÕll get a Career Guide for Digital Marketing Jobs, CV templates, Chapter-Wise Interview Questions, and a Guide on Personal Branding for getting better jobs. Completing this book will get you an exclusive certificate in Digital Campaign Design and will prepare you to directly appear for Facebookª, Twitterª, Hootsuiteª and HubSpotª certifications. While most online course and blogs concentrate on quick tips to use digital tools and platforms. KEY FEATURES Complete this book to earn an exclusive certificate in ÒDigital Campaign DesignÓ and ÒSocial Media MarketingÓ Prepare for Social Media Certification from Facebook, Twitter and more Digital Marketing Career Guide IncludedÊ Free Resume templates 45 Digitally Interactive ChaptersÊ 20+ Case Studies 160+ Chapter-wise Interview Questions Become Job ready in 4-weeks ! WHAT WILL YOU LEARN Book has 45 easy to grasp chapters grouped into 13 interactive modules dedicated to teaching you the step by step process of using digital platforms to develop successful marketing campaigns using effective advertising strategies based on consumer behaviour, segmentation, positioning, brand management, and the customer lifecycle. Live link case studies and process guides have been included for a hands-on learning experience. WHO THIS BOOK IS FOR You could be a student, a fresh graduate, or a working professional with any educational background and you will be able to start your career in digital marketing with the help of this book. Table of Contents Social Media Marketing for Each Step of the Digital CustomerÕs Life Cycle ÊÊThe Digital Customer Life Cycle ÊÊPhases and Stages of the Customer Experience Funnel ÊÊÊDigital Ads (Part 1) ÊÊÊProgrammatic and Real Time Digital Ad Buying (How Digital Ads Work) ÊÊÊProgrammatic Bidding for ADS on Facebook ÊÊÊSetting up A Facebook & Instagram Ad Campaign ÊÊÊFacebook Ad Types ÊÊÊCreating Facebook AdÕs Creative and Copy ÊÊÊAd Reporting and Optimization ÊSegmentation ÊÊÊConvectional Segmentation ÊÊÊSegmenting Audience with Facebook ÊÊÊRemarketing with FacebookÕs Custom Audience ÊÊÊDigital Behavioral Segmentation Using Custom Audience ÊÊÊCreating Buyer Personas Digital Value and Marketing Message ÊÊÊUnique Digital Value Proposition ÊÊÊPerceived Benefits, Hassel Factor, and Means End Theory for Crafting A Marketing Message ÊÊÊDesigning a Unique Digital Value Proposition Digital Media and Engagement ÊÊÊPaid, Earned, and Owned Media ÊÊÊSocial Media Engagement Content Marketing for Social Engagement and Story Telling ÊÊÊContent Marketing ÊÊÊUser-Generated Content ÊÊÊTransmedia Storytelling Digital Influence Driven Marketing ÊÊÊDigital Influence ÊÊÊInfluencer Marketing UI, UX, CX, and BX for Digital Marketing ÊÊÊUnderstanding UI, UX, CX and BX ÊÊÊCX and UX for Social Media Digital Brand Experience and Management ÊÊÊDigital Branding ÊÊÊBrand Promotors and Detractors Social Listening, Selling, Care, and Crisis ÊÊÊSocial Listening Social Selling ÊÊÊSocial Media for Customer Service, Support, and Delight ÊÊÊSetting Up Social Customer Care ÊÊÊManaging a Social Media Crisis Agile Testing for Social Media ÊÊÊA/B Testing ÊÊÊA/B Testing Facebook Ad Campaigns Digital Ads (Part 2) ÊÊÊLinkedin Ad Campaigns ÊÊÊInstagram Story Ads ÊÊÊSnapchat Ads ÊÊÊTwitter Ads ÊÊÊAdvertising on Pinterest, Quora, and Reddit ÊÊÊGDPR, Budgeting, and Behavioral Psychology Digital Career Guide ÊÊÊA Repository of Campaign Case Studies ÊÊÊJob Guide ÊÊÊResume Tips and Linkedin for Jobs ÊÊÊChapter-wise Interview Questions ÊÊÊCertifications...

Social Media Marketing

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Author by : Githa Heggde
Languange Used : en
Release Date : 2019-02-09
Publisher by : Palgrave Macmillan

ISBN : 9811353654

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to “hear” about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers. As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets....