Module 5

Digital marketing
Traditional marketing

 Marketing is the process of creating or directing an organisation in selling a product or

service that people not only desire, but also are willing to buy.
 Therefore good marketing must be able to create a set of benefits for the end customer that
delivers value through product or service.
 Jerome McCarthy divided into four general sets of activities of marketing, namely product,
price, promotion and place. this is called marketing mix. he defined his 4p theory in
marketing.
 The traditional view of marketing assumes that an organisation should start with its
customers, learn their needs and then try to fill those need profitably and on an ongoing
basis.
 Methods of traditional marketing can include print advertisements such as news letters, bill
boards, flyer and newspaper print ads. Other forms of traditional marketing include television
spots or commercials, as well as radio spot advertising a business product or service.
 Traditional marketing utilizes strategies like direct sales, TV, radio, mail, print advertising
like magazines, coupon books, billboards etc. and printed promotional materials like
catalogues or brochures.
Limitations of traditional marketing

 Expensive
 Time consuming
 Customisation
Digital marketing

 Most of today's businesses go on developing a web presence.

 email and web site was common and there was technology allowing people to manage it
easily.
 Some companies were placing banners on websites with a similar approach to press
advertising.
 Forward thinking companies were working on their search engine strategy and even
working with some affiliates. All of this was online marketing.
 The social media Revolution has completely changed the internet and consumer
behavior. The penetration of broadband has increased speed, internet usage has
expanded.
 Mobile has gone smart along with variety of apps. Touch screen is becoming increasingly
common across all devices. Google has become powerful enabling search globally. It is
crucial now, more so than ever, that digital marketing is an integral part of all marketing
activities. This include creative direction, brand, retention, product development ,pricing,
proposition and communication, the entire marketing mix.
 Digital marketing of an revolve around the internet; companies use social media
tools and online ad campaigns to expand their audience.
 Companies can develop web pages or blogs that provide up-to-date information on
their products or services.
 Digital marketing is an umbrella term for 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 can be understood as a well-targeted, conversion-oriented,
quantifiable, and interactive marketing of products or services by utilizing digital
innovation to achieve the customers, and transform them into clients in a
sustainable fashion.
 The whole concept and functionalities of Digital Marketing are more competent,
effective, result-oriented and measurable, which make it very different from
traditional marketing
 Digital marketing refers to the application of marketing principles and
techniques via electronic media and more specifically the internet.
 Digital marketing is the process of marketing and brand using the
internet.
 It includes both direct response marketing and indirect marketing
elements and uses a range of technologies to help connect
businesses to their customers.
 Thus, e-marketing includes all the activities in business contacts via
the world wide web with the aim of attracting new business,
retaining current business and developing its brand identity
Three important principles in digital
marketing
 Immediacy – to catch the attention of people,business must respond
to online messages and interact with communities as quickly as
possible.
 Personalisation-DM is impossible without personalization-customers
want to be addressed personally. So it is essential to use personal
information available online to the benefit of business.
 Relevance – communication online must be interesting and relevant
to the reader, otherwise ignored. Business must find way to stand out
and engage readers.
Difference between digital
marketing and traditional marketing
 Interactivity- DM facilitates two way communication.
 Immediacy- get into customers instantaneously.
 Cost – numerous online marketing virtually free.
 Coverage –online coverage will be there forever, archived on internet
and ready to be found easily when needed.
 Audience –teenagers and businessmen are easier to reach
 Tracking –easy to track, email marketing software can tally the
number of people who view the message.
Digital marketing and the four P’S

 Product
- Whether physical product or service proposition.
- Whether the product can sell online.
- Channels available for product or service ,opportunities to make it flexible
to be more appropriate for the online or mobile audiences.
 Price
• Concept of fast price comparison and the introduction of cash back and
voucher sites have changed customer behavior.
• Take advantage of affiliate marketing programs-company can promote
products through a third party website in exchange for paying a
commission or fee to the website when an action is taken.
 Place –may not have a physical shop but online shop must be easy to
find while searching by prospective buyers.
 Promotion – promotion can take place in various formats such as a TV
campaign, press advertising, display banners in traditional.
Challenges with digital marketing is that there is limited space or
time to communicate the product promotion.TV may have 30 seconds
while digital have 100 characters or less than one second.
Features of DM

 Branding
 Completeness
 Functionality
 Interactivity
 Visual communication
 Relevant advertising
 Community connections
 Virality
 Measuring output
Need for DM

 Provides equal opportunity for every business

 Wider reach
 Digital consumers
 Increases brand reputation
 Increases revenue
 Easy to track and monitor marketing campaigns
 Brand becomes more interactive
 Cost effective form of marketing
Advantages of DM

 Interactive
 Anytime, anywhere
 Global reach
 Reduced cost
 Direct exposure
 Measurability
 Brand engagement
 Demographic targeting
 Real-time results
 Meet competition
 Long-term exposure
 Product information
 Catch attention
Disadvantages

 Dependence of internet
 Cluttering
 High competition
 Negative approach
 Harm image
 Suitable for specific categories of products
 Not always targeted to prospective
Trends in DM

As digital trends evolve every year, marketers should always be aware of the
changes in order to easily adapt with emerging technologies and stay ahead
in the market. This will help them gain a competitive edge and become able
to develop new ways to grow their businesses.
 Voice Search
 Voice search is rising in popularity and 50% of all queries will be voice-
based. One type of voice search is implemented by smart speakers such
as Amazon’s Alexa, Apple Homepod, Google Home and Microsoft’s
Cortana which give searchers immediate voice answers to their questions.
 Top brands are thinking how to deliver their promises using voice-enabled
devices because they are affordable and offer greater capabilities than
ever before while more visitors are using voice search to interact with
these brands.
 Smarter Chat
 Use of Chatbots have been rising in the few recent years for digital
marketing and many customers prefer to use Chatbots as a major
means of communication in customer service.
 Chatbots play a critical role in improving the customer experience
and allow marketers to better engage with their audience - without
really doing much. They offer real-time assistance to the user,
dedicated support and a proactive interactions where they ask
questions to understand the real problem.
 Micro-Moments
 As more users are processing their online activities using their smartphones,
marketers continue to leverage micro-moments to attract their audience’s
attention and fulfill their instant decisions.
 Whenever a customer searches for something, looks for a nearby store,
wants to finalize a task or makes a purchase, marketers can take advantage
of these types of micro-moments to create targeted content and advertising.
 Micro-moments occur when people turn to a device like a smart phone to act
on a need to learn something, do something, discover something, watch
something or buy something. There are hundreds of moments every day-
checking the time, texting,chatting on social media.
 Successful brands have a strategy for understanding and meeting
consumer’s needs in these micro-moments.
 Augmented and Virtual Reality Marketing
 Marketers need to know how virtual reality and augmented reality
can be used as part of their marketing strategies.
 They offer significant opportunities for brand promotion and the sale
of products and services, but also to engage and retain customers.
 VR Offer a digital experience ,provide a virtual ,computer-generated
environment.
 Augmented Reality allows brand experiences with the convenience of
tapping into their mobile device.
 Live Videos - More Stories
 Live content is the fastest growing segment of internet video traffic
due to the remarkable waves in the recent years through facebook,
Instagram and Youtube. Live streaming content is effective because
it’s free, takes a short time to produce while it offers a real-time user
engagement.
 Moreover, it has the ability to generate greater impressions than
posts published in the newsfeed, especially if users choose to post
them to their stories.
 Live streaming content allows marketers to engage with their leads in
a quickest way possible, improve their relationship with followers,
reach a broader audience and boost their social channels traffic.
 AI and Machine Learning
 Global leaders like Amazon, Microsoft and Google extending their
resources in AI and machine learning.
 AI allows marketers to anticipate future probable patterns of their
customers based on collected data.
 With this data, marketers can then determine how to better engage with
their active buyers using different channels such as direct mail, sales
outreach, or digital advertising.
 Several industries like food and beverage, ecommerce, life science and
healthcare have started using AI. For instance, many food retailers use
big data to determine the best delivery times of their products. This is
done by gathering data from different sources such as the weather, road
traffic and temperature...
 Engagement-Based Email Marketing
 Marketers have started to care more about sending emails to subscribers
who are active on their lists. For instance, if a contact highly engages with
your emails, he should be regularly nurtured with content and updates about
your company until he converts into a loyal customer. On the other hand, if a
subscriber hasn’t opened an email for a certain period of time, he will be
considered as a dormant contact and will no longer receive additional emails.
 But to send the right email to the right segment, marketers need to identify
all their leads behaviors. If the platforms they are using have limitations to
classify their audience into different segments based on their behaviors, they
can integrate their tools with other applications that allow them to do that.
After all data is determined and different segments are created according to
defined criteria, marketers will be able to target their leads more effectively
with behavioral-based emails.
 Rich Lead Profiling
 Offered by companies that collect and manage complex data for
millions of leads and businesses, data enrichment has become more
and more important.
 Marketers use data enrichment to reveal more details about their
leads and personalize their approach when attempting to contact
them. The great advantages of data enrichment is that it removes
any wrong or inaccurate information that companies might have
about a specific lead such as his email, phone number or street
address.
 These retrieved data are then used to obtain other missing data. For
instance, if you have an email of a particular lead, the data
enrichment process will fill in his name, phone number, street
address, his job position and household situation.
 Browser Push Notifications
 Push notifications are moving into the realm of web browser
technology and are one of the most popular web development trends
for 2019.
 Companies use browser push notifications to reach their leads more
effectively and communicate with their audience in a more powerful
way.
 Another major role such notifications play is retaining customers and
improving conversion rates. Ecommerce companies for example, use
browser push to retarget their shoppers who abandoned their
shopping carts and tempt them to complete their purchases.
 Content Personalization
 The need for a personalized approach in marketing is becoming more
critical than ever. Although delivering the right content to the right
audience at the right time is difficult, it will add a big value to your
content marketing strategy because it plays a major role in boosting
your users engagement rates.
 Personalizing or customizing content for audience relies on visitors
data in order to deliver relevant content. It consists of
showing dynamic pages based on specific criteria such as geographic,
demographic or behavioral attributes with highly targeted call to
actions for the purpose of converting them more effectively.
Types of digital marketing
Content marketing

 Content marketing is a type of digital marketing that focuses on

creating and distributing content for a target audience. The content
aims at being valuable, relevant, and consistent. Its ultimate goal is
to drive a profitable customer action.
 In the broader sense, content marketing is part of every other digital
marketing activity, be it social media marketing, SEO, or email
marketing. Quality content should be the core of every other
marketing activity you pursue.
 Some examples of content marketing include: blog posts, videos,
podcasts, infographics, white papers, case studies, ebooks.
Search Engine Optimization
(SEO)
 SEO, or Search Engine Optimization, is the process of getting quality
traffic from free, or organic, search results on the search engines (like
Google and Bing). By optimizing your content for search engines,
business can increase a steady stream of relevant traffic that will only
grow over time. Without search engine optimization, people simply
won’t be able to find you on the Internet.
 Some optimization techniques include: researching relevant
keywords and including them into your website copy, optimizing your
website titles, description and loading speed, building relevant
backlinks.
Search Engine Marketing (SEM)

 Search engine marketing is the process of gaining website traffic by

purchasing ads on search .
 Search engine marketing refers to a form of digital marketing that
aims at increasing the visibility of a website in search engines by
using paid methods. In other words, it’s the ads you put out there on
Google AdWords and Bing Ads.
 In SEM, advertisers only pay for impressions that result in visitors,
making it an efficient way for a company to spend its marketing
expenses and each visitor incrementally improve the website’s
rankings in organic search results.
Social Media Marketing (SMM)

 Simply put, social media marketing refers to the process of using social media
platforms to attract traffic and attention.
 This involves publishing content on social media profiles, listening to and engaging
followers ,analyzing results,and running social media advertisements.By using social
media, business can increase exposure and build meaningful relationships with
customers.
 While everybody can benefit from SMM as a type of digital marketing, B2C and SaaS
companies tend to get the most out of it. Social media marketing is all about listening
to what your customers have to say, engaging in the conversation, and sharing
valuable content.
 Together, content marketing, SEO, and social media marketing constitute what is
called “inbound marketing”. It is a marketing methodology that aims at attracting,
engaging, and delighting leads. Some goals of inbound marketing include attracting
users’ attention, driving relevant traffic to the website, and converting it into happy
customers.
Pay-Per-Click Advertising (PPC)

 Pay-per-click is a model of advertising where marketers pay a fee

every time people click on their ad. Basically, it’s the process of
buying visits to your site, as opposed to getting them organically via
SEO or other types of digital marketing.
 PPC is one of the types of paid search. It’s similar to SEM (search
engine marketing) but can also include display advertising (cost-per-
click based), and affiliate advertising.
Affiliate Marketing

 Affiliate marketing is one of the popular ways people make money

online these days. If your affiliate program is successful, you might
earn quite a decent passive income.
 Basically, affiliate marketing is a type of digital marketing where a
person partners up with other businesses in order to receive a
commission for the traffic s/he generates for this business. Imagine
this: you put a link to an external website on your own blog or
website. Every time a user proceeds to this external website and
makes a purchase, you receive a commission.
 This marketing strategy might work especially well for bloggers, since
they can write different types of articles on the given topic and
naturally include affiliate links.
Email Marketing

 Email marketing is one of the most popular types of digital

marketing. To put it shortly, it’s the use of email for promoting one’s
products or services.
 It might also refer to building relationships with customers.Emails
encourage meaningful interaction with the brand,
 This work well for bloggers.
Instant Messaging Marketing

 Instant messengers are the latest communication trend. There are 1.5
billion people globally using WhatsApp on a monthly basis, followed
by Facebook Messenger and WeChat. If you want to be where your
audience is, enter instant messaging marketing.
 This type of digital marketing exploded over the last couple of years.
People are much more likely to trust the information sent via a
messenger (as if it comes from a good friend) than email or SMS that
are vulnerable to spam.
Digital marketing models:
Business-to-Business(B2B)
 Business to business digital marketing is conducted between two separate
businesses.
 A major type of digital marketing interaction, which refers to a company selling
or buying from other companies.
 One company communicates with other companies through electronic media.
 Many businesses have already been doing it since 1980 by means of electronic
data interchange.
 Some of these transactions include sending and receiving orders, invoice and
shopping orders.
 With the introduction of internet, all companies irrespective of their size of
business can communicate with each other electronically and cheaply
 It is the sale and exchange of products and service between businesses
Benefits of B2B model

 Helps to remove barriers raised by Geographic fragmentation of the

market
 While buyers get to know about new sellers with better products,
suppliers discover new buyers.
 Helps in eliminating unnecessary unnecessary build up for both
buyers and sellers. lack of information about production schedules of
the buyers lead to inventory build up for the sellers
 Promotes information flow and enhances transparency, e supply
chain management becomes possible
 Both the sellers and buyers enjoy reduced order processing costs
and lower cost of interacting with each other
Business –To- Consumer(B2C)

 Business –To- Consumer(B2C) consists of the sale of products or services from a

business to the general public. Products can be anything from clothing to flowers
and can be intangible like online banking,stock trading.airline reservations etc.
 Sellers that use B2C business model can increase their benefits by eliminating the
middleman this is called disintermediation because businesses sell products
directly to consumers without using traditional retail channels.
 B2C digital marketing is conducted between a business and a retail customer. It
involves customers gathering information, purchasing, and receiving products
over electronic network.
 These sites require huge investment in terms of advertisement effort, hardware
and software required to support the many millions of hits that they experience.
 To making customers always with company's website, the company must update
the information on the web regularly.
 Intermediaries in the distribution channels are minimised and there by
lowering manufactures inventory and distribution costs and that ultimately
benefits consumer with lower price of products .
 Any industry may include both B2B and B2C companies.
 Benefits of B2C model
• Lower marketing Costs
• Lower order processing cost
• Better consumer service
• Lower consumer support cost
• Wider markets
Consumer to Consumer C2C

 C2C digital marketing consists of individuals using the internet to sell products and
services directly to other individuals
 An online auction is an example of C2C
 eBay, craigslist.org and www.bazee.com common examples of online auction
 Websites that provide a consumer to advertise and sell their products online to another
consumer. however, it is essential that both the seller and the buyer must register with
the auction site.
 While the seller need to pay a fixed free to the online Auction House to sell their
products, the buyer can bid without paying any fee.
 The site brings the buyer and seller together to conduct deals
 eBay is one of the largest C2C E-Commerce sites today
 Another popular form of C2C is peer to peer. p2p is an internet network that allows users
with the same network in software to connect to each other’s hard disks and exchange
files.
Business to Government B2G

 B2G referred to the supply of goods and services for online

government procurement
 This is a huge market which mainly covers everything from offer
suppliers to military equipment
 B2G website of a lower costs and great the choice to the administration
and make government entered or face more accessible to companies.
 One of the main B2G activities is paying government taxes and fees
online, such as vehicle tax, property tax and income tax.
 The technology is also being used by government for the transmission
or receipt of information to improve convenience and lower at the cost
of payment systems and tax complaints and by businesses to manage
after Sales Service and to develop direct consumer marketing.
 A website offering B2G services could provide businesses with the
following
• A single place to locate applications and tax forms for one or more
levels of government( city state or local
• To provide the ability to send in filled out forms and payments
• To update corporate information
• To request answers to specific questions
 Limitation is that security reasons are there. hackers gaining access
to an authorised information, the setting up a business to
government website, maintaining the site and constantly updating
etc. in
Business – to- Employee (B2E)

 B2e refers to the digital marketing which utilizes the intra business network that allows
the company to render services and also at times products to their own customers.
 Companies use B2E processes to automate the employee related issues for the
corporate purposes.
 Examples are the online insurance policy management, corporate dissemination,
online supply request, special offers for the employees and also the reporting for the
benefit of the employees.
 It helps in in nurturing the relations between the employee and the organisation.
 As a result strong bonding develops between the employee and the company.
 If the company starts realising the problems of the employee and take care of all their
essential needs, it is very obvious that the receiver will also try to pay it back in the
same way to the company.
 B2E is different from other type since it is not a revenue form of business.
Emerging business models

 Consumer to consumer(C2C) business models

 Peer-To-Peer (P2P) Business models
 M-Commerce Business models
Businesses suited for the internet

 Professional services
 Digital goods
 Publishing
 Catalogs
Online advertising

 Online advertising or e-advertising is the new advertising medium

 Online advertising is an attempt to release information on the Internet in
order to establish a relationship among vendors and buyers.
 It aimed at strengthening the position of a specific brand in the market or
attempt to evoke direct response from consumers.
 It has great advantages compared with other advertising means, such as
television or radio that do not support bi-directional communication and
transaction.
 Online advertising offers the unique ability to reach and interact with a
large, targeted market via their media.
 No other advertising medium can offer the flexibility, accessibility and
convenience of the internet.
Types of online advertising

Online advertising is a method of adverting using internet to provide or convey

marketing promotional messages to consumers.
Online advertising and marketing are soon going to replace the advertising through
traditional medias.
Important types of online advertising are:
 Banner advertisements
- classic form, appears as rectangular graphics near the top of the page,
- have been used for many years and are the most popular form on the web,
- most of them are a graphic of some type( .gif,.jpg or animated .gif), they appear
in many forms, styles,file sizes, and dimensions.
The important payment models of internet advertising are as follows:
 Cost per click (CPC)- advertisers pay the search engine or the publisher of
the ads whenever their ads are clicked. It is the amount spent to get an
advertisement clicked.
 Cost per impression or cost per thousand Impressions- The advertiser pays
each time the advertisement appears on the publisher’s page.Most common
way of referring to this model is cost per mile(CPM) or cost per thousand
impressions.
 Cost per action(CPA)- Also known as cost per conversion. It is the cost
entailed to the advertiser based on the users performing a certain predefined
action.
 Cost per lead (CPL)- CPA and CPL seem alike as both are based on an action
occurring after the click through, some differences are there.CPL is a more
basic form of pricing where the “lead” is all that matters.
 Floating advertisements- appear on the window of the user, may float
or stay on the window for a specified time of 10-30seconds,have
escape options such as close or exit buttons. They are popular
because :
• They take the viewer’s attention and cannot be ignored
• They are animated
• Have audio/video content
• Can take up the entire screen
• Have a high click through rate.
 Interstitials – An intervening space(usually empty) esp. a relatively small
or narrow space, between things; a narrow opening.
• Interstitial pages are a form of advertisement that is shown between
pages on a website. As you click from one page to another ,you are
shown this advertisement before the next page is shown.
• Appear as pop-up windows displaying a message.
 Unicast advertisements- basically new form of television ads in the
internet environment.
• Unicast ads have the advantage of sound ,picture,color and movement
and are mostly animated.
• They run like television commercials in a separate window
• Enriched audio/video content.
 Pop-up advertisements- when a person visits a website containing a
pop-up ad a separate window pops up and the advertisement will be
displayed in the window.
 Contextual advertisements- commonly used for content based
websites.
• Targeted advertisements appear based on the page’s actual content.
• First, a contextual advertising system scans the text of a webpage for
keyword phrases.
• Then, the system returns specific,targeted advertisements based on
the content people are viewing.
 Advertorials-form of advertisement in a newspaper, magazine or a
website which involves giving information about the product in the
form of an article.
 E-Zines - stands for electronic magazine.similar to a magazine in the
sense that one has to subscribe to ezines to read them. ezines cater
to special group of clients.
 Newsletters
 Auctions
 Spam e-mail
 Targeted e-mail
 Opt-in e-mail
Benefits of online advertising

 Global accessibility
 Rich content
 Affordability
 Speed
 Quick updating
 Provides brand relevant information
 Easy collection of data
 Greater flexibility
 Better customer relation
 Facilitate purchase decisions
Weakness of online advertising

 Not a substitute for traditional advertising

 Unsolicited in nature
 Misdirection
 Emergence of contextual mobile advertisements
 Cluttered appearance
 Not suitable for all products and services
 Less dependable
 Ad on traditional lines
 Blocking of ad
 Mistrust
 Disabling features
Measuring the effectiveness of
online advertising
 Increased traffic
 Conversions
 Engagement
 Reach
Search engine analytics

 Tool used to answer information needs.

 Huge database of webpages as well as software for indexing and
retrieving the pages that enable users to find information of interest
to them.
 They exist to discover ,understand and organize the internet’s
content in order to offer the most relevant questions searchers are
asking.
 Three primary functions:
• Crawl
• Index
• Rank
 Analytics are the way to measure success and even more
importantly, diagnose possible problems.
 Analytics works in combination with Key Performance Indicators(KPI)
related to such traffic.
 Search engine analytics provides:
• Key metrics conversion data related to traffic from search engines
• Statistics on visitors from search engine referrers
• Search engine devices and country statistics
• Search engine landing page analytics
 Search engine uses tracing software for websites for their indexing
known as Internet Bot, Web Crawler or Web Spider.
 Google ranks as the first search engine with the deepest worldwide
penetration.
 Keywords are the terms or phrases that the users use to search
something on internet
Online market research

 A systematic methodology for informing business decisions which

include the following steps:
 Define the problem
 Determine research design
 Design and prepare research instrument
 Collect the data
 Analyze data
 Visualize data and communicate results
Search engine advertising

 Branch of online marketing

 Advertisements in the form of a text or images are posted on search engines such as
Google or Bing
 These ads then appear prominently in the search engine results pages (SERPS)
 SEA is a range of paid- for ads that are mostly displayed on the results pages of search
engines like Google
 This method belongs to the main source of income for search engine providers
 Primary objective is to increase the click through rate, as the number of Clicks on a
webpage can quickly be increased through the posting of advertisement space..
 In order to place interactive advertising in search engines, Website operators must register
with an advertising network.
 These networks control that activation of such advertisements and also regulate pricing,
design and visibility of the displays
 One of the most popular network is Google AdWords
Features of SEA

 Posting ads on search results pages or other websites using method

such as cost per click.
 Booking ads in the SERPs based on bids on keywords for which the
ads are placed.
 Good ranking can be achieved through optimisation of text ads and
offers
 Clear control of advertisement measures with calculable success.
 Means to increase traffic or improve the brand
 Can be part of a temporary marketing campaign
 Acknowledged as advertising
Social media channels and
advertisements
 Most social networks show business models based on advertising.
 Social network manager is a massive database ,with large amounts of
qualitative data from its users, using them allow brands for micro
segmentation of their advertising actions.
 Facebook- its advertising platform, facebook ads allows for a
delimitation of the target audience of each ad depending on location,
age,sex and even interests and behaviors. The basic data filled by the
user alone in the process of registration includes name, email,age sex
of the new user.
 Twitter,on the other hand, has less information on users, so
segmentation capacity is low.
Types of social media

 Social networking- facebook

 Blogs and micro-blogging
 Visual media sharing- You Tube,Instagram,Pinterest
 Professional networking- Linkedln
 Reviews and ratings
 Forums
 Content
 Social publishing
 Social advertising
Need for social media ads

 Customers are on social media

 Consumers receptiveness
 Increase brand recognition
 Increases inbound traffic
 Help to reach specific audiences
 Help to target and retarget ideal consumers
 Cost effective
 Improve your search engine rankings
 Competition is on social media
 Higher conversion rates
Types of social media ads

 Facebook ads- 3 broad types of campaign- awareness, consideration and conversion.

Facebook offer different options for making advertisements:
 Photo ads
 Video ads
 Stories ads
 Carousel ads
 Slideshow ads
 Collection ads
 Instant experience ads
 Messenger ads
 Lead generation ads
 Instagram ads
 Twitter ads- twitter ads work towards five different business
objectives:
• Website clicks
• Tweet engagements
• Followers
• Awareness
Snapchat ads
Linkedln ads
YouTube ads
Pinterest ads