MODULE 4_Digital Marketing and customer engagement.pptx

Digital marketing

1. MODULE 4 DIGITAL MARKETING AND CUSTOMER ENGAGEMENT

2. Digital Marketing Strategies and Tactics; Social Media and Content Marketing Customer Relationship Management (CRM) and Customer experience in the Digital Era; Customer Centric Business Models;Analytics and Data-Driven Marketing; Effective Digital Marketing Campaigns and their impact on improved customer satisfaction; Understanding the role of Government in promoting Digital transformation in Society; Build Scenarios of how public systems of energy, healthcare, transportation (e-mobility), education and environment protection

3. Digital Marketing Digital marketing is the usage of marketing strategies, tactics, and tools to establish a brand identity online and expand the business . It helps businesses in reaching consumers across the world through various digital media.

4. D igital marketing strategy A digital marketing strategy is a plan for using channels to grow your visibility online . To create an effective strategy company should use data across the business to inform and speculate. This will help in establishing marketing channels to use or test, target audience, and how to communicate the message or brand.

5. Elements of effective Digital Strategy Understand your customer Audit and assess Focus on the end result Review and refine

6. Effective Digital Marketing Strategies Content Marketing Social Media Marketing SEO Paid Advertising Influencer Marketing Email Marketing

7. Content Marketing Content marketing is providing valuable content and using digital channels to promote it . For example, you can tie an Instagram post to a specific offer using a  landing page , thereby boosting your conversion potential . This could be as simple as promoting an ebook that is relevant to your audience but making it gated so you gather a visitor’s details.  Pod cast, blog etc. (What is a podcast; blog?)

8. Example Spotify Wrapped Playlists Spotify Wrapped is one of the music streaming app's most successful content marketing campaigns. Near the end of every year, Spotify users get a fun roundup of all the music they've listened to that year. The roundup is broken down into genres, years, artists, and more, and is displayed with brightly colored graphics. It then creates a personalized playlist of the user's most listened to songs , and users have the option to share their wrapped playlists on social media (Influencer marketng ) — a key element that has made the campaign to trend on social media every year since its inception.

9. Social Media Marketing Social media marketing covers a highly varied landscape that is constantly changing, and each channel requires its own strategy and metrics . It is an effective way to reach and influence 4.6 billion people across the globe based on their demographic profile .

10. SEO The goal of SEO is to optimize your content - whether that’s a homepage, landing page or blog - so it gets found easily by existing and prospective customers. It not only helps to drive traffic but  improves user experience  and can help to boost your authority.  (Google Adwords , Adsense )

11. Search engine optimization (SEO) Search engine optimization (SEO) tools can be a game-changer for your website’s organic search ranking. They can help with everything from keyword strategies and on-page optimizations to competitor analysis and content opportunities. However , ranking on the first page of Google is easier said than done. It’s a competitive place , and all your competitors want to be there, too. That’s why you’ll need a well-thought-out SEO strategy and the best-of-the-best SEO tools to win

12. Key elements in SEO Keywords Backlinks Links Meta descriptions Images

13. Paid Advertising Many channels offer paid advertising such as social media networks, search engines like Google through Google Ads along with  pay-per-click (PPC) marketing . 

14. Influencer Marketing Influencer marketing  can help you gain reach in a targeted audience or niche and drive campaign performance. The key is to partner with an influencer that aligns with your brand and has an audience that will be interested in your product or service.  Bear in mind it’s not just about the number of followers when choosing an influencer, it’s about how they engage with their audience and the topics they promote and are passionate about. 

15. Customer relationship management (CRM) Customer relationship management (CRM) is a technology that allows businesses both large and small to organise, automate, and synchronise every facet of customer interaction. CRM system examples include marketing, sales, customer service, and support.

16. Impact of CRM   More user engagement Improved  customer experience  (CX) Higher customer satisfaction rates Better decision-making

17. Examples Tracking customer behavior Automated feedback collection Data-driven decisions Personalized customer experiences Automated customer service relationships Omnichannel service Strong social media presence Marketing automation

18. Types of CRM System Collaborative CRM System Operational CRM System Analytical CRM System

19. Collaborative CRM system This CRM system aligns business activities and facilitates collaboration between marketing, customer support, and sales teams . Collaborative CRM systems also make it easy for different departments to share customer data, creating a holistic approach to customer relationships. This function is useful for large teams, especially ones that are spread across multiple locations.

20. Operational CRM System The main goal of this system is to streamline business operations,  customer interactions , sales, and marketing processes all in one place. Operational CRMs are the most common because they are used when companies aim to understand and nurture users at every point in the customer lifecycle.

21. Analytical CRM System This is more technical and mainly focuses on using customer data to improve the user experience. Analytical CRMs analyze raw user behavior data to reveal customer preferences, preferred channels,  touchpoints , trends, sales forecasting, etc. This CRM system is most useful to mid-size and large companies that need to analyze huge data volumes.

22. Tools Salesforce :  Analytical CRM software used for sales automation. The software also includes analytics from support, IT, and marketing, thus making it easy for different teams to collaborate. Hootsuite :  Operational CRM built for social media automation. The software allows you to work with multiple social media platforms from one dashboard. HubSpot :  With its vast features and the  integrations  it allows, HubSpot helps to design, build, and track customer relationships. The platforms also align support, sales, and marketing teams to streamline business processes. Userpilot : A tool with extensive features to help you learn about customer interactions and improve customer experiences. It offers analytics, feedback, and onboarding features to name a few.  Book a demo  to see it in action.