Social media marketing involves the use of social networks, consumer's online brand-related activities (COBRA) and electronic word of mouth (eWOM)[75][76] to successfully advertise online. Social networks such as Facebook and Twitter provide advertisers with information about the likes and dislikes of their consumers.[61] This technique is crucial, as it provides the businesses with a "target audience".[61] With social networks, information relevant to the user's likes is available to businesses; who then advertise accordingly. Activities such as uploading a picture of your "new Converse sneakers to Facebook[75]" is an example of a COBRA.[75][76] Electronic recommendations and appraisals are a convenient manner to have a product promoted via "consumer-to-consumer interactions.[75] An example of eWOM would be an online hotel review;[77] the hotel company can have two possible outcomes based on their service. A good service would result in a positive review which gets the hotel free advertising via social media. However, a poor service will result in a negative consumer review which can potentially harm the company's reputation[78].
In 2012 during Hurricane Sandy, Gap sent out a tweet to its followers telling them to stay safe but encouraged them to shop online and offered free shipping. The tweet was deemed insensitive, and Gap eventually took it down and apologized.[96] Numerous additional online marketing mishap examples exist. Examples include a YouTube video of a Domino's Pizza employee violating health code standards, which went viral on the Internet and later resulted in felony charges against two employees.[93][97] A Twitter hashtag posted by McDonald's in 2012 attracting attention due to numerous complaints and negative events customers experienced at the chain store; and a 2011 tweet posted by a Chrysler Group employee that no one in Detroit knows how to drive.[98] When the Link REIT opened a Facebook page to recommend old-style restaurants, the page was flooded by furious comments criticizing the REIT for having forced a lot of restaurants and stores to shut down; it had to terminate its campaign early amid further deterioration of its corporate image.[99]
Social media marketing is the use of social media platforms and websites to promote a product or service.[1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.[2] Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone."
The platform of social media is another channel or site that business' and brands must seek to influence the content of. In contrast with pre-Internet marketing, such as TV ads and newspaper ads, in which the marketer controlled all aspects of the ad, with social media, users are free to post comments right below an online ad or an online post by a company about its product. Companies are increasing using their social media strategy as part of their traditional marketing effort using magazines, newspapers, radio advertisements, television advertisements. Since in the 2010s, media consumers are often using multiple platforms at the same time (e.g., surfing the Internet on a tablet while watching a streaming TV show), marketing content needs to be consistent across all platforms, whether traditional or new media. Heath (2006) wrote about the extent of attention businesses should give to their social media sites. It is about finding a balance between frequently posting but not over posting. There is a lot more attention to be paid towards social media sites because people need updates to gain brand recognition. Therefore, a lot more content is need and this can often be unplanned content.[86]

A disadvantage of digital advertising is the large amount of competing goods and services that are also using the same digital marketing strategies. For example, when someone searches for a specific product from a specific company online, if a similar company uses targeted advertising online then they can appear on the customer's home page, allowing the customer to look at alternative options for a cheaper price or better quality of the same product or a quicker way of finding what they want online.
The role of a social media manager is easy to infer from the title, but which social networks they manage for the company depends on the industry. Above all, social media managers establish a posting schedule for the company's written and visual content. This employee might also work with the content marketing specialist to develop a strategy for which content to post on which social network.
The digital revolution has led to a titanic shift in the landscape of the marketing communication, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.
To make your videos as memorable as possible, ensure that you’re keeping them in line with your brand strategy. This means keeping colors, fonts, logos and voice the same in your video marketing as they are in your blogs and articles. While videos do things text content doesn’t, users should still be able to recognize the style and format of your brand’s videos online.
Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images and link sharing to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns. Your calendar ensures your posts are spaced out appropriately and published at the optimal times.

Search engines are a powerful channel for connecting with new audiences. Companies like Google and Bing look to connect their customers with the best user experience possible. Step one of a strong SEO strategy is to make sure that your website content and products are the best that they can be. Step 2 is to communicate that user experience information to search engines so that you rank in the right place. SEO is competitive and has a reputation of being a black art. Here’s how to get started the right way. Get Started

Next, place the fill light at a 45-degree angle on the other side and lift it close to or just above eye level. The purpose of the fill is to soften the shadows created by the key, but without getting rid of them completely. Therefore, the fill should be dimmer than the key light. If you have to use the same type of light for both, scoot the fill back and diffuse it by clipping a clear shower curtain onto the clamp light with clothes pins.
Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).[42] Another element, which is affected within digital marketing, is ‘viewabilty’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).[42]
2. Improved brand loyalty. According to a report published by Texas Tech University, brands who engage on social media channels enjoy higher loyalty from their customers. The report concludes “Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.” Another study published by Convince&Convert found that 53% of Americans who follow brands in social are more loyal to those brands.

To this end, companies make use of platforms such as Facebook, Twitter, YouTube, and Instagram to reach audiences much wider than through the use of traditional print/TV/radio advertisements alone at a fraction of the cost, as most social networking sites can be used at little or no cost (however, some websites charge companies for premium services). This has changed the ways that companies approach to interact with customers, as a substantial percentage of consumer interactions are now being carried out over online platforms with much higher visibility. Customers can now post reviews of products and services, rate customer service, and ask questions or voice concerns directly to companies through social media platforms. According to Measuring Success, over 80% of consumers use the web to research products and services.[30] Thus social media marketing is also used by businesses in order to build relationships of trust with consumers.[31] To this aim, companies may also hire personnel to specifically handle these social media interactions, who usually report under the title of Online community managers. Handling these interactions in a satisfactory manner can result in an increase of consumer trust. To both this aim and to fix the public's perception of a company, 3 steps are taken in order to address consumer concerns, identifying the extent of the social chatter, engaging the influencers to help, and developing a proportional response.[32]

Finally, consider adding intro and outro music. Intro and outro music, or bookends, can serve as a theme for your content. These are a great choice if you don't need music throughout your entire video. Bookend music can help set the tone for your video, naturally split your content into chapters, and leave your viewers feeling they had a complete experience.
In the social sphere, things change fast. New networks emerge, while others go through significant demographic shifts. Your business will go through periods of change as well. All of this means that your social media strategy should be a living document that you look at regularly and adjust as needed. Refer to it often to keep you on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.
For example, to implement PPC using Google AdWords, you'll bid against other companies in your industry to appear at the top of Google's search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it's a good idea to focus building your organic reach, too.

This involves tracking the volume of visits, leads, and customers to a website from the individual social channel. Google Analytics[110] is a free tool that shows the behavior and other information, such as demographics and device type used, of website visitors from social networks. This and other commercial offers can aid marketers in choosing the most effective social networks and social media marketing activities.
As mentioned earlier, technology and the internet allows for 24 hours a day, 7 days a week service for customers as well as enabling them to shop online at any hour of that day or night, not just when the shops are over and across the whole world. This is a huge advantage for retailers to use it and direct customers from the store to its online store. It has also opened up an opportunity for companies to only be online based rather than having an outlet or store due to the popularity and capabilities of digital marketing.
In the parlance of digital marketing, advertisers are commonly referred to as sources, while members of the targeted ads are commonly called receivers. Sources frequently target highly specific, well-defined receivers. For example, after extending the late-night hours of many of its locations, McDonald's needed to get the word out. It targeted shift workers and travelers with digital ads, because the company knew that these people made up a large segment of its late night business. McDonald's encouraged them to download a new Restaurant Finder app, targeting them with ads placed at ATMs and gas stations, as well as on websites that it new its customers frequented at night.
Video and mobile go hand in hand. 90% of consumers watch videos on their mobile. From Q3 of 2013, mobile video views have grown more than 233 percent. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps getting bigger and bigger.

Video and mobile go hand in hand. 90% of consumers watch videos on their mobile. From Q3 of 2013, mobile video views have grown more than 233 percent. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps getting bigger and bigger.


Why We Wrote this Guide? Online marketing moves at the speed of light. To keep up, you need a strong foundation with the judgment to think critically, act independently, and be relentlessly creative. That’s why we wrote this guide — to empower you with the mental building blocks to stay ahead in an aggressive industry.There are plenty of guides to marketing. From textbooks to online video tutorials, you can really take your pick. But, we felt that there was something missing — a guide that really starts at the beginning to equip already-intelligent professionals with a healthy balance of strategic and tactical advice. The Beginner’s Guide to Online Marketing closes that gap.
3. More Opportunities to Convert. Every post you make on a social media platform is an opportunity for customers to convert. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them. Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion. Not every interaction with your brand results in a conversion, but every positive interaction increases the likelihood of an eventual conversion. Even if your click-through rates are low, the sheer number of opportunities you have on social media is significant. And as I pointed out in my article, “The Four Elements of Any Action, And How To Use Them In Your Online Marketing Initiative,” “opportunity” is the first element of any action.
Engagement with the social web means that customers and stakeholders are active participants rather than passive viewers. An example of these are consumer advocacy groups and groups that criticize companies (e.g., lobby groups or advocacy organizations). Social media use in a business or political context allows all consumers/citizens to express and share an opinion about a company's products, services, business practices, or a government's actions. Each participating customer, non-customer, or citizen who is participating online via social media becomes a part of the marketing department (or a challenge to the marketing effort). Whereas as other customers read their positive or negative comments or reviews. Getting consumers, potential consumers or citizens to be engaged online is fundamental to successful social media marketing.[20] With the advent of social media marketing, it has become increasingly important to gain customer interest in products and services. This can eventually be translated into buying behavior, or voting and donating behavior in a political context. New online marketing concepts of engagement and loyalty have emerged which aim to build customer participation and brand reputation.[21]
Notice that each of these accounts has a consistent voice, tone, and style. Consistency is key to helping your followers understand what to expect from your brand. They’ll know why they should continue to follow you and what value they will get from doing so. It also helps keep your branding consistent even when you have multiple people working on your social team.

Video experts often credit 24fps with a more “cinematic” look, while 30fps is more common, especially for videos that need to be projected or broadcasted. A good rule of thumb is to ask the end user of your video what his or her preferences are and shoot based on that. Then, be sure your resolution is at least 1920 x 1080 to maintain quality footage.


1. Increased Brand Recognition. Every opportunity you have to syndicate your content and increase your visibility is valuable. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers. For example, a frequent Twitter user could hear about your company for the first time only after stumbling upon it in a newsfeed. Or, an otherwise apathetic customer might become better acquainted with your brand after seeing your presence on multiple networks.
1. Increased Brand Recognition. Every opportunity you have to syndicate your content and increase your visibility is valuable. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers. For example, a frequent Twitter user could hear about your company for the first time only after stumbling upon it in a newsfeed. Or, an otherwise apathetic customer might become better acquainted with your brand after seeing your presence on multiple networks.
While the obvious purpose of internet marketing is to sell goods, services or advertising over the internet, it's not the only purpose a business using internet marketing may have; a company may be marketing online to communicate a message about itself (building its brand) or to conduct research. Online marketing can be a very effective way to identify a target market or discover a marketing segment's wants and needs. (Learn more about conducting market research).
Master strategic marketing concepts and tools to address brand communication in a digital world. This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services. In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/ This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.
True North Social is an agency founded on creating a digital presence for companies just like yours.Our services are geared toward a singular focus- creating brand awareness, customer loyalty, and ROI. We design outstanding websites. We create engaging social media channels. We run SEO and PPC ad campaigns that ensure your customers find you. If you're ready to get serious about digital marketing, True North Social is ready to join forces.
Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable and easy means of marketing through online platform. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates it leaves the brand prone to exploitation in terms of claiming commission that isn't honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers, and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.[47]
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