Unit 6 OMBE 307 - Digital Marketing
Unit 6 OMBE 307 - Digital Marketing
Unit 6 OMBE 307 - Digital Marketing
Table of Content
Unit Objectives
Introduction
Learning Outcomes
6.5 Keywords
6.6 Summary
UNIT OBJECTIVES
INTRODUCTION
The importance of social media can include a variety of communication to reach a target
audience with lesser time and efforts. In this daily burdensome life, people diverted from
the old purchasing pattern to the online shopping activity. Here, they can get the
information about a product through social media search engine as well as by various forms
of social media. Actually, it is very useful for the society because it reduces the time, effort
and money of the customer.
LEARNING OUTCOME
The content and assessments of this unit have been developed to achieve the following
learning outcomes:
1. Understand the concept of social media marketing.
2. Differentiate between social media and social media marketing.
3. Explain the different tools - Techniques of social media.
4. Explain the different platforms of social media.
Social media is an internet-based form of communication. Social media platforms agree with
Communal technologies, on a group scale, connect the nation in ways that smooth the
utilization—whether by charging added than a rival dealer for otherwise matching goods and
services or charging something at all for products that just do not work. Sunlight is an
authoritative sanitizer, and the collective knowledge that powers. In these new connected
marketplaces social web is the sunlight that shines in current era. The social web severely
levels the live ground by making information abundant, presently the same as it also levels
businesses and organizations that activate on the values of constructing in sequence in short
supply.
Social media marketing helps to authenticate your variety. A company's social media
attendance, when done properly, tells clients that their trade name is energetic and focused
on booming announcement with consumers. Social media marketing has the authority to
• Social media is easily accessible, and it is also the gathering point of today’s internet
know-how viewers.
• Most significant portion of younger age group, young people, and mid aged people are
• Social media opens potential of straight admittance to patrons devoid of any third-party
involvement.
• Promotion through social media has an attractive rate responsive as it matches up to the
company websites.
In short, the importance of social media can include a variety of communication to reach a
target audience with lesser time and lesser effort. In this daily burdensome life, people divert
from the old purchasing pattern to the online shopping activity. Here, they can get the
information about the product through social media search engine as well as by the various
forms of social media. Actually, it is very useful for the society because it reduces the time,
Social media marketing was introduced in the mid of 20th century. But after 2001, the focus
on social media increased day by day, and now-a-days it is identified as the best practice of
promotion as well as selling technique. Accordingly, the terminology of social media is used
by many firms and industries to promote and sell their products in an attractive manner.
companies harness the full power of social media platforms like Facebook, Instagram, and
Twitter to conjure marketing campaigns that lure customers. Most of these Social Media
tools are focused on studying, and analyzing the patterns they find in people’s behaviour on
the social media platform. Everything like the number of likes, the number of shares, the
number of comments, etc. help these tools to design solutions to help a company’s
companies towards them. From time flexibility to cost saving, here are some of the benefits
1. It helps businesses save time by offering automated tools that help in generating valid
2. It helps to save a lot of time. No more knocking door to door or flipping through the
yellow pages. Everything can be found online, and these tools help in finding it for you.
3. It helps to cut the firm’s operation costs by 60-70 percent. Companies do not have to
spend money on hiring in-house marketing talents as the tools do a much more efficient
5. Social media marketing helps companies to understand their customer base better.
6. With the time saved, costs cut, and competition beat, the natural result of all the above
there have been a number of tools created and developed for helping with social media
marketing. There are both free and paid tools. The goal of this chapter is to point out the
features you need from certain tools that will help you with tasks within social media
marketing. These features can be found in many different tools, so the decision of choosing a
perfect tool that you will use for your company will depend on your own analysis and
comparison of different tools that provide the same or similar features. Since even the paid
tools frequently offer a free trial period, you will be able to test each tool before you make
any decision. Social media tools can be divided into three major groups, based on the type of
social media marketing task the tool can help with. Tools for planning the first type of tools
include tools for planning your social media activity. The main feature of this kind of tool is
to help you with creating a plan of your social media presence. This includes the plan of the
content that is going to be published, a calendar of events and promotions that you will
• Google Calendar - A tool that allows you to create interactive calendar, where you can
schedule your daily activity, and monitor the weekly or monthly schedule in order to
• Post Planner – This app is designed for Facebook and it offers content suggestion based
on the reach and analysis of the content you have previously published. You will save a
lot of time by using the suggested content, which will help post more consistently. Post
Planner offers additional features for scheduling posts, analyzing reach and engagement,
etc. Tools for managing after the initial phase of planning is over, it is time to conduct
social media marketing strategy. This is the task that you also might need assistance
simultaneously. When it comes to tools for managing, you need options for scheduling
posts, URL shortening, etc. In this way, you will be able to automate some parts of your
social media marketing, which will help you reduce the time you need to spend on social
media.
activity on several accounts, as well as with scheduling posts. With a free version of this
tool, you can integrate up to three social media accounts, in order to manage all of them
from HootSuite dashboard. Paid accounts offer additional features, such as analytics,
distributed in the form of columns, you can track the activity of your Twitter account,
organize and schedule the posts and monitor the engagement. In order to make sure that
your social media account provides good results, you need tools for monitoring that will
help you analyze the performance of your account, as well as the results of your social
media marketing. The main options of monitoring tools will help you track the statistics,
• Google Alerts - Monitor the web for the content you are interested in. Besides topics,
you can get alerts when your brand is mentioned on the web as well.
• Google Analytics - This is a very in-depth monitoring tool that should be an essential
part of your marketing, but since we are interested in monitoring the social media
activity, we will highlight the importance of a particular option inside Google Analytics.
Choose the group “Acquisition” from the menu on the left and find the option “Social”.
This is where you can access referrals from social networks, landing pages, etc. You will
also get insights about the visit which resulted from someone clicking on the link of your
website posted on a certain social network. In this way you can monitor the performance
of each social network and compare reach and engagement of different social networks.
• Social Insights: Insights available on social networks can also help with monitoring the
activity of a specific social media account, in terms of visits, referrals, engagement, etc.
Since all of these tasks, planning, management, and monitoring are inseparable parts of
social media marketing, you will need at least one tool from each group to help you with
your daily tasks. Regardless of the tools you choose, regardless if you choose one of
these suggestions, or you decide to use tools you find more suitable for your business,
the goal of using those tools is to help you reduce the time necessary to invest in social
media activity.
Defining online PR in 2007, the Chartered Institute of Public Relations in the UK defined
online PR as: “Communicating over the web and using new technology to effectively communicate
with stakeholders.” That is a broad statement that encompasses a huge array of different
disciplines. From a digital marketing perspective some of the things it would typically
include are:
• Identifying online advocates and detractors (fostering the former and minimizing the
When it comes to getting your business and brand out in front of online consumers, there
are a number of tools you can use. First and foremost, of course, you can and should use
your own website as a vehicle to make your PR-related content available to both media
professionals and consumers. It is perhaps the only place online where you have direct
control over every aspect of your content: how it looks, how it is presented, and how people
interact with it. Your site is also the ideal place to host added value content that supports
your broader off-site PR campaign, enticing people to click back to your own online real
estate, where you can track and measure their engagement. But having compelling content
on your own site is only a very small part of the online PR story.
The whole point of online PR is to raise awareness of your business and brand among the
broader online community. Online PR and reputation management generates interest that
exploits the viral potential of online social media. When word-of-mouth marketing meets
online social networking, the result is a massive latent potential – a groundswell that savvy
online marketers can tap into. To do that effectively, of course, you need to know who your
customers are, where they congregate online, and what turns them on. Use your knowledge
of your customers to find them online; then join them. Engage with them on many different
platforms as you can effectively manage. Your ultimate goal may be to guide visitors to your
site but, rather than relying on them coming to you, go out to them. Seed your best creative
content and put it to work for you in the places where your customers are already engaged.
By adding genuine value to the conversation on sites that your customers frequent regularly,
you not only raise your online profile but you also establish a willingness to enter into a
productive two-way relationship with them. That in turn, it builds trust and makes them far
more likely to engage with you. As your network of contacts grows and your relationship
with the community develops, you can begin to generate a bit of buzz around your brand,
build advocacy, and develop that groundswell of positive influence we mentioned earlier.
Getting the word out with online press releases is just like their offline equivalent. Online
press releases are a way of getting prominent, newsworthy stories about your product,
brand or company out in front of as many eyeballs as possible. In many ways, they are
When Writing Your Online Press Releases Bear the Following Points in Mind:
• Tell a Story – This is no place for a sales pitch; that can come later when the reader clicks
through to your website. Your press release is designed to inform publishers about your
story and encourage them to write or comment about it online. Think beyond your
immediate readership and write your press release to appeal to the publisher’s readers.
• A Story Worth Reading: If you are going to pique the interest of online publishers and
make them want to pick up and run with your story, you will need to do more than
simply announce a new product, website, or special once-in-a-lifetime offer. Your press
6.5 KEYWORDS
• Social Media: Social media are interactive Web 2.0 internet-based applications.
• Social Media Marketing: Social media marketing is the use of social media platforms to
connect with your audience to build your brand, increase sales, and drive website traffic.
• Social Media Tools: Social media is any digital tool that allows users to quickly create
with others, find people, and share similar interests. Allows users to directly connect
• Google Analytics: Google Analytics lets you measure your advertising return of interest
as well as track your Flash, video, and social networking sites and applications.
• Google Alerts: Google Alerts are email updates of the latest relevant Google results
6.6 SUMMARY
Social Media Marketing Tools are nothing but software tools and technology that help
companies harness the full power of social media platforms like Facebook, Instagram, and
• Suggested Books
1. Understanding Digital Marketing by Damian Ryan and Calvin Jones
2. Internet Marketing
3. E-Marketing by Rob Stokes and the Minds of Quirk
4. E-Mail Marketing Fundamentals by emarketinginstitute.com
• e-Reference
1. https://www.britannica.com/technology/Internet
2. https://www.bigcommerce.com/articles/ecommerce/
3. https://www.searchfit.com
4. https://optinmonster.com/beginners-guide-to-email-marketing/
5. https://mailchimp.com/email-marketing/
6. www.emarketinginstitute.org