Introduction to Social Media and Digital Marketing


Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Digital marketing’s development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient

Digital Marketing

Internet marketing is another term originally used to refer to the achievement of corporate goals through meeting and exceeding customer needs better than the competition through the utilization of Internet technologies. E-marketing is a term which refers to the use of technology (telecommunications and Internet based) to achieve marketing objectives and bring customer and supplier closer together.

For instance, a company might use email to manage customer enquiries and also integrate Web-based technologies with email and other information systems, such as customer databases, in order to facilitate management of customer and supplier relationships. From a marketing perspective e-marketing can help identify and anticipate customer needs, and also provide a means to satisfy customers by providing prompt and informed responses quickly.

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Social Media

Social media are computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. The variety of stand-alone and built-in social media services currently available introduces challenges of definition; however, there are some common features Social media are interactive Web 2.0 Internet-based applications. User-generated content, such as text posts or comments, digital photos or videos, and data generated through all online interactions, is the lifeblood of social media.

Key Dimensions of the Digital Communication Environment

Since 1982 digitization has taken place and there has been a steady increase in the use of digital technologies. Products such as televisions, telephones, watches, cameras and music have changed to digital formats. As digitization spreads, the level of connectivity across devices, people and locations increases. For example, photographs can be shown on computer screens, shared on social networks and stored remotely in the computing cloud.

The Internet connects billions of people and organizations around the world, allowing fast transfer of information. Intranets connect people within a company, facilitating communications, and extranets connect a company with its trading partners, such as suppliers and distributors. In this chapter we are concerned with four dimensions of the digital age that have implications for marketing.

Digital Promotions and Social Media Planning

The formulation of the digital marketing plan is likely to be informed by four significant and interdependent elements. Strategic alignment of digital promotional activities with corporate, marketing and marketing communication strategies is important as it should ensure development of a potentially successful digital marketing plan. This process should also help define the purpose of the digital marketing activities.

Ability to Reach More People Via Social Media Search

By using social media, you diversify your marketing efforts in more than one way. You don’t reach out to just one type of crowd, but connect to a versatile customer base. People are no longer dependent on Google search when they need to connect to something or someone. Today, search is not limited to the mighty web search engines. It has moved beyond, which is why social media platforms such as Facebook and Twitter are the new search engines.

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