PROJECT REPORT

Social Media Marketing

Submitted to: - Submitted By:-
Prof S K Jain Piyush Bagga (Group Leader)
Professor Amit Sharma
Department of Commere Shu!hranshu She"har
De#hi Shoo# of $onomis %ohan &srani
'ohit Sharma

ACKNOWLEDGEMENT
(ith our sinere regards) *e *ish to a"no*#edge our gratitude to the ontri!utions of peop#e *ho
he#ped us at e+ery stage of the pro,et-
(e *ou#d #i"e to e.press our gratitude and profoundest than"s to our pro,et guide
S K Jain(Professor) Department of Commerce, Delhi School of Economics for his sustained
guidane) in+a#ua!#e suggestions and onstant enouragement *ithout *hih it *ou#d not ha+e
!een possi!#e for us to omp#ete this pro,et-
2

CO!E!S
&ntrodution///////////////////////////-01
Searh $ngine 2ptimi3ation////////////////////---04
Soia# 'edia 'ar"eting//////////////////////--50
$mai# mar"eting/////////////////////////--65
Content mar"eting////////////////////////--75
8indings and reommendations///////////////////15
Appendi.////////////////////////////11
List of %eferenes:////////////////////////-14
3

INTRODUCTION
9he gro*th of soia# media is nothing !ut e.traordinary and in a #itt#e o+er : years 8ae!oo" has
gone from a sma## *e!site set up !y 1 ;ar+ard students) to the most fre<uent#y used *e!site on the
p#anet- &n para##e#) 9*itter has gro*n from a means of ommuniation for emp#oyees *or"ing
*ithin a pod-asting ompany !a" in 600=) to generating o+er 40 mi##ion t*eets e+ery sing#e day
in 6056- Just reent#y) soia# media made !ig ne*s *hen it surpassed emai# in terms of the num!er
one on#ine ati+ity-
Soia# 'edia 'ar"eting is a!out reogni3ing that your e.isting ustomers are your !est assets and
tehno#ogy no* ena!#es us to inf#uene onsumer !eha+ior !oth !efore and after the sa#e- (ith
#o*-ost and easy-to-use too#s #i"e soia# media and emai#) one no #onger has to hope that
ustomers ome !a" and !ring their friends *ith them- >o* *e an reah out to our e.isting
ustomers to remind them to ome !a") and ma"e *ord-of-mouth as easy as #i"ing the share)
#i"e) or t*eet !uttons-
"ere let us set the focus on understandin# Social $edia, "o% it %or&s' (hat are its
components, its fundamentals' "o% it is connected %ith traditional mar&etin# %ays' (hat
future does the mar&etin# #uru)s see in this prospect of mar&etin#''
*et)s focus upon four components of Social $edia $ar&etin# and their fundamentals
Search En#ine Optimi+ation
Social $edia Platforms
E,$ail $ar&etin#
Content $ar&etin#
4

Searc Engine O!ti"i#ation
-ntroduction
(or#d (ide (e! has mi##ions of *e!sites -;o* do onsumer find the *e!site of a re<uired
ompany? 9hey simp#y Goog#e &t@@@@-9his fat under#ines the importane of searh engine
mar"eting A2ptimi3ation-
SEO Definition
Searh engine optimi3ation (S$2) is the proess of impro+ing the +o#ume and <ua#ity of traffi to
a *e! site from searh engines +ia Bnatura#B (BorganiB or Ba#gorithmiB) searh resu#ts- Csua##y)
the ear#ier a site is presented in the searh resu#ts or the higher it Bran"sB) the more searhers *i##
+isit that site- S$2 an a#so target different "inds of searh) in#uding image searh) #oa# searh)
and industry-speifi +ertia# searh engines-
S$2 is not neessari#y an appropriate strategy for e+ery *e!site) and other &nternet mar"eting
strategies an !e muh more effeti+e) depending on the site operatorDs goa#s- A suessfu# &nternet
mar"eting ampaign may dri+e organi searh resu#ts to pages) !ut it a#so may in+o#+e the use of
paid ad+ertising on searh engines and other pages) !ui#ding high <ua#ity *e! pages to engage and
persuade) addressing tehnia# issues that may "eep searh engines from ra*#ing and inde.ing
those sites) setting up ana#ytis programs to ena!#e site o*ners to measure their suesses) and
impro+ing a siteDs on+ersion rate-
SE$ Definition
Searh $ngine 'ar"eting) or S$') is a form of &nternet 'ar"eting that see"s to promote *e!sites
!y inreasing their +isi!i#ity in the Searh $ngine resu#ts pages (S$%Ps) and has a pro+en %2&
(%eturn on &n+estment)- Aording to the Searh $ngine 'ar"eting Professiona#s 2rgani3ation)
S$' methods in#ude: Searh $ngine 2ptimi3ation (or S$2)) paid p#aement) and paid in#usion-
2ther soures) in#uding the >e* Eor" 9imes define S$' as the pratie of !uying paid searh
#istings) different from S$2 *hih see"s to o!tain !etter free searh #istings-
5

-ndustry Standards
9he searh industry is a#*ays hanging) updating and re-in+enting itse#f) and as industry standards
and trends hange) e+a#uation riteria must !e updated to get !est o+era## information possi!#e- 9he
goa# is to pro+ide reports that *i## a##o* to see 'eta and "ey*ord data) so that the information
a!out your (e!site to !egin e+a#uating your S$2 needs is there -&tFs important to #earn as muh
a!out S$2 as possi!#e and app#y it) therefore) *e are pro+iding !asi information to at as a #aunh
point for those *ho *ant to pursue it further-
'uh S$2 data is open to de!ate and opinion) e+en among respeted e.perts in the fie#dG
therefore) *e *i## ta"e a safe) moderate and genera# approah to gi+e our users the !est possi!#e
o+er+ie* for use o+er the greatest num!er of app#iations-
SEO .s/ SE$
Searh engine mar"eting in+o#+es #i" osts- Searh engine optimi3ation *or"s through free
traffi- 9hose t*o fats are the !asis of a popu#ar myth: that itFs easier to get good %2& through
S$2 than it is to get the same %2& through S$'- &n S$') you deide the #anding page your
+isitors see- &n S$2) a searh engine spider deides on the #anding page +isitors see- 9hatFs a
differene in ontro#) and that differene ma"es a## the differene-
0 !a#s
>e.t *e ta#" a!out 7 different tags- 9he 9it#e tag) the Desription tag and the Key*ord tag- 9hese
HtagsF are housed in the soure ode and if you right #i" on any *e!site and H+ie* soureF you
*i## see these tags to*ards the top of the doument-

9it#e 9ags
9it#e tags are *hat the user *i## see at the top of the !ro*ser *indo* a!o+e the (8i#e $dit Iie*)
et)- 8or e.amp#e) go to ***-rimro"auto-om and you *i## see %imro" Auto Group J >e* and
Csed Cars in Bi##ings 'ontana- Searh engines *i## gra! any or a## of those *ords and inde. them-
(hen a person types in H>e* Cars Bi##ingsF a searh engine *i## "no* that rimro"auto-om has
those *ords inde.ed and it *i## atapu#t your searh engine ran"ings to*ards the top !ased on
6

re#e+ane- %e#e+ane meaning: a## of those *ords *ere in the tit#e tag- 9his is o+er#y genera#i3ed)
!ut a nie i##ustration-
9it#e tags are urrent#y onsidered the most important 'eta tag from a searh engine perspeti+e)
the 9it#e tag is a 'CS9- Getting it right an ta"e a #itt#e time and researh) !ut it is *orth the
effort- And) as *ith a## 'eta tags) p#ae the most important "ey*ords at the start and the #esser
ones at the end of the tag- %eommended #ength +aries !y searh engine and diretory- 9he
a+erage aepted #ength is a!out K0 haraters (this in#udes #etters and spaes)- 2ne ma,or engine
onsiders =0 the right #ength) *here se+era# of the other ma,or p#ayers prefer K0 haraters- Some
#arger and more moderate si3e engines and diretories a##o* up to 570 haraters- (hat if your tag
is too #ong? 'ost engines *i## simp#y trunate (or hop off) *hate+er haraters go o+er their
#imits) *hih is *hy it is +ery important to p#ae the !est "ey*ords at the front of the tag- &f you
su!mit your site to a #arge +ariety of searh inde.es and engines) remem!er that anything o+er =0-
K0 haraters ou#d !e remo+ed) and p#an aording#y- Best *ay to start? 8igure out the !est
"ey*ords for your (e! page- Go through and #ist searh terms you *ou#d #i"e ne* +isitors to use
to find your page) he" the searh popu#arity of the *ordsAterms) and #oo" at your ompetitorDs
sites and see *hat their tags say) and ho* they ran" in the searh engines- 9his *i## a## he#p you
!ui#d a short #ist of high#y re#e+ant "ey*ords and searh phrases- 2ne you ha+e the #ist) prioriti3e
them !y importane) *hether it is your importane or !y searh popu#arity is up to you- Cse the
+ery !est ones in your tit#e tag- Eou no #onger need to in#ude your (e!site name or domain in a
tit#e tag) un#ess you ha+e a high#y reogni3a!#e name or domain- Eou *ant to fous on desri!ing
the page and its produts in your 9it#e tag- (rite it #i"e a tit#e) *ith eah *ord apita#i3ed) !ut do
not *rite the tit#e in a## aps- &t is a#so not reommended to use puntuation in the 9it#e tag-


Desription 9ags
>ot onsidered as important as it used to !e) the desription tag sti## has a +a#id purpose- $+en
though it has #ess +a#ue to a spider or B!ootB dri+en searh engine these days) it is sti## high#y
usefu# for searh diretories and +arious on#ine #istings- 9hin" of it as a short) "ey*ord-rih
B#assified adB &n ,ust a fe* *ords you *ant to on+ey your (e! pageDs message and do it *ith as
many rih "ey*ords as possi!#e- (rite it in a !asi sentene struture) !eginning *ith a apita#
#etter and ending *ith a period- (A oup#e short sentenes are fine) too) as #ong as the harater
ount stays good-)
7

%eommended #ength +aries !y searh engine and diretory- 9he a+erage aepted #ength is a!out
600 haraters (this in#udes #etters and spaes)- 2ne ma,or engine onsiders 5K0 the right #ength)
*here se+era# of the other ma,or p#ayers prefer 600 haraters- Some #arger and more moderate
si3e engines and diretories a##o* up to 640 haraters) *ith one ha+ing no #imits- Keep in mind
that there are a gro*ing num!er of searh engines that do not use Desription tags) and it is most#y
+a#ued !y searh inde.es and diretories-
Key*ord 9ags
Current#y onsidered #ess important than the 9it#e and Desription 'eta tags) it is de!ated *hether
Key*ord tags are of muh use at a## anymore- ;o*e+er) right no* it does not hurt to ha+e them)
and there are sti## some engines and diretories that do ta"e them into aount to some degree-
%eommended #ength +aries !y searh engine and diretory- 9he a+erage aepted #ength is
appro.imate#y :00 - L00 haraters (this in#udes #etters and spaes)- Some a##o* 5000 haraters)
*here others prefer under :00- &t is !est to use the right "ey*ords) not o+er use them) and stay
re#e+ant for the page- &f on#y t*o or three *ords fit that guide#ine) then use them- Do not *orry
a!out trying to fi## the Key*ords tag to ma"e it #onger- 9he "ey is re#e+ane) not #ength- Eou do
not *ant to *aste any opportunity to use re#e+ant "ey*ords) !ut if you do not need the spae) you
*i## not !e pena#i3ed for it-

(hat is the !est *ay to format this tag? 9here are t*o aepted *ays to format the "ey*ords-
9hey !oth agree to separate eah "ey*ord and "ey*ord phrase *ith a omma- (here they differ
is) some ad+oate to use a omma and spae ("ey*ord) *ord) *ord6)) and others prefer ommas
and no spaes ("ey*ord) *ord) *ord6)- $ither format is aepted !y the ma,ority of searh engines
that use Key*ord tags- (hy are Key*ord tags #osing their +a#ue? Searh engines are a#*ays
ad,usting and hanging their a#gorithms) methodo#ogy and riteria) a#*ays see"ing to impro+e
searh tehno#ogy and e#iminate unfair ran"ing and heating- 9he urrent trend is #eaning a*ay
from a Key*ords 'eta tag and putting higher +a#ue on "ey*ords used in the opy*riting of a (e!
pageDs te.tua# ontent- 9he desire of the searh industry is to !ring a #oser math to *hat the site
+isitor sees and *hat a searh engine uses to ran" a site) a## in the goa# of ma"ing the searh
e.periene more preise for the &nternet user-
8

(hite hat .ersus blac& hat
S$2 tehni<ues are #assified !y some into t*o !road ategories: tehni<ues that searh engines
reommend as part of good design) and those tehni<ues that searh engines do not appro+e of an
attempt to minimi3e the effet of) referred to as spamde.ing- Some industry ommentators #assify
these methods) and the pratitioners *ho emp#oy them) as either *hite hat S$2) or !#a" hat S$2-
(hite hats tend to produe resu#ts that #ast a #ong time) *hereas !#a" hats antiipate that their
sites *i## e+entua##y !e !anned one the searh engines diso+er *hat they are doing- A S$2
tati) tehni<ue or method is onsidered *hite hat if it onforms to the searh enginesD guide#ines
and in+o#+es no deeption- As the searh engine guide#ines are not *ritten as a series of ru#es or
ommandments) this is an important distintion to note- (hite hat S$2 is not ,ust a!out fo##o*ing
guide#ines) !ut is a!out ensuring that the ontent a searh engine inde.es and su!se<uent#y ran"s is
the same ontent a user *i## see-
(hite hat ad+ie is genera##y summed up as reating ontent for users) not for searh engines) and
then ma"ing that ontent easi#y aessi!#e to the spiders) rather than attempting to game the
a#gorithm- (hite hat S$2 is in many *ays simi#ar to *e! de+e#opment that promotes aessi!i#ity)
a#though the t*o are not identia#-
B#a" hat S$2 attempts to impro+e ran"ings in *ays that are disappro+ed of !y the searh engines)
or in+o#+e deeption- 2ne !#a" hat tehni<ue uses te.t that is hidden) either as te.t o#ored simi#ar
to the !a"ground) in region in+isi!#e to the user #i"e an in+isi!#e di+ or positioned off sreen-
Another method gi+es a different page depending on *hether the page is !eing re<uested !y a
human +isitor or a searh engine) a tehni<ue "no*n as #oa"ing-
Searh engines may pena#i3e sites they diso+er using !#a" hat methods) either !y reduing their
ran"ings or e#iminating their #istings from their data!ases a#together- Suh pena#ties an !e app#ied
either automatia##y !y the searh enginesD a#gorithms) or !y a manua# site re+ie*-
2ne infamous e.amp#e *as the 8e!ruary 600= Goog#e remo+a# of !oth B'( Germany and %ioh
Germany for use of deepti+e praties- Both ompanies) ho*e+er) <ui"#y apo#ogi3ed) fi.ed the
offending pages) and *ere restored to Goog#eDs #ist-
9

Social Media Marketing
INTRODUCTION
1
Social media mar&etin# refers to the proess of gaining *e!site traffi or attention through soia#
media sites-
Soia# media mar"eting programs usua##y enter on efforts to reate ontent that attrats attention
and enourages readers to share it *ith their soia# net*or"s- 9he resu#ting e#etroni *ord of
mouth (e(o') refers to any statement onsumers share +ia the &nternet (e-g-) *e! sites) soia#
net*or"s) instant messages) ne*s feeds) a!out an e+ent) produt) ser+ie) !rand or ompany- (hen
the under#ying message spreads from user to user and presuma!#y resonates !eause it appears to
ome from a trusted) third-party soure) as opposed to the !rand or ompany itse#f ) this form of
mar"eting resu#ts in Hearned mediaF rather than Hpaid mediaF-
Social net%or&in# %ebsites and blo#s
2
Soia# net*or"ing *e!sites a##o* indi+idua#s to interat *ith one another and !ui#d re#ationships-
(hen ompanies ,oin the soia# hanne#s) onsumers an interat *ith them- 9hat interation fee#s
persona# to users !eause of their pre+ious e.perienes *ith soia# net*or"ing site interations-
Soia# net*or"ing sites and !#ogs a##o* indi+idua# fo##o*ers to Mret*eetN or MrepostN omments
made !y the produt !eing promoted- By repeating the message) a## of the usersF onnetions are
a!#e to see the message) therefore reahing more peop#e- Soia# net*or"ing sites at as *ord of
1
Trattner, C., Kappe, F. (2013). !"#$a% !trea& 'ar(et$n) "n Fa#e*""(+ , Ca-e !t./0. Internat$"na%
1".rna% "2 !"#$a% an/ 3.&an$-t$# C"&p.t$n) (I1!3C) 2 (142
2
!#5$6$n-($, 7r.n"8 D9*r":-($, D. (2013). ,pr$% 2013 T5e I&pa#t "2 7ran/ C"&&.n$#at$"n "n 7ran/
;<.$t0 D$&en-$"n- an/ 7ran/ =.r#5a-e Intent$"n T5r".)5 Fa#e*""(. >"r($n) =aper !er$e- ,, ?/an-(
Un$6er-$t0 "2 Te#5n"%")0, Fa#.%t0 "2 'ana)e&ent an/ ;#"n"&$#- 4 (4)+ 2@23
10

mouth- Beause the information a!out the produt is !eing put out there and is getting repeated)
more traffi is !rought to the produtAompany-
&n 600L) !#oggers had an enormous impat on fashion) affeting e+erything from print pu!#ishing
to ho* !rands mar"et themse#+es on#ine- 9here are thousands of sty#e-re#ated !#ogs on the *e!
these days) and those dediated to their raft ha+e earned industry reognition- A num!er of
un"no*ns earned reognition from Do#e O Ga!!ana) Bur!erry) A#e.ander 'Pueen and #eading
pu!#iations suh as Iogue- 9hey partiipated in fashion design o##etion o##a!orations and
reei+ed front-ro*) internationa# 8ashion (ee" seats ne.t to some of the most nota!#e figures in
the outure *or#d- A reent 8inania# 9imes arti#e notes that !eing a sty#e !#ogger is a perfet#y
respeta!#e areer for someone in the fashion industry- 9he soia# *e! has remo+ed the
gate"eepers of an industry that *as notorious#y hard to penetrate and !ui#d a name in- 9hese sites
ha+e sueeded !eause of the <ua#ity of their ontent- (hi#e eah is uni<ue) theyF+e !ui#t a u#t
fo##o*ing around their areas of e.pertise and passion-
9hrough soia# net*or"ing sites) ompanies an interat *ith indi+idua# fo##o*ers- 9his persona#
interation an infuse a fee#ing of #oya#ty into fo##o*ers and potentia# ustomers- A#so) !y
hoosing *hom to fo##o* on these sites) produts an reah a +ery narro* target audiene-
Soia# net*or"ing sites a#so in#ude a +ast amount of information a!out *hat produts and
ser+ies prospeti+e #ients might !e interested in- 9hrough the use of ne* Semanti Ana#ysis
tehno#ogies) mar"eters an detet !uying signa#s) suh as ontent shared !y peop#e and <uestions
posted on#ine- Cnderstanding of !uying signa#s an he#p sa#es peop#e target re#e+ant prospets and
mar"eters run miro-targeted ampaigns-
$obile phones
0
'o!i#e phone usage has a#so !eome !enefiia# for soia# media mar"eting- 9oday) many e##
phones ha+e soia# net*or"ing apa!i#ities: indi+idua#s are notified of any happenings on soia#
3
'.%Aa/$, =a.%. D$)$ta% 'ar(et$n) 3an/B*""( . =a.% '.%Aa/$. pp. 342B358
11

net*or"ing sites through their e## phones) in rea#-time- 9his onstant onnetion to soia#
net*or"ing sites means produts and ompanies an onstant#y remind and update fo##o*ers a!out
their apa!i#ities) uses) importane) et- Beause e## phones are onneted to soia# net*or"ing
sites) ad+ertisements are a#*ays in sight- A#so many ompanies are no* putting P% odes a#ong
*ith produts for indi+idua#s to aess the ompany *e!site or on#ine ser+ies *ith their smart-
phones-
En#a#ement
3
&n the onte.t of the soia# *e!) en#a#ement means that ustomers and sta"eho#ders are
partiipants rather than +ie*ers- Soia# media in !usiness a##o*s anyone and e+eryone to e.press
and share an opinion or an idea some*here a#ong the !usinessFs path to mar"et- $ah partiipating
ustomer !eomes part of the mar"eting department) as other ustomers read their omments or
re+ie*s- 9he engagement proess is then fundamenta# to suessfu# soia# media mar"eting
-
Campai#ns
Betty (hite
4
Soia# net*or"ing sites an ha+e a #arge impat on the outome of e+ents- &n 6050) a 8ae!oo"
ampaign surfaed in the form of a petition- Csers +irtua##y signed a petition as"ing >BC
Cni+ersa# to ha+e atress Betty (hite host Saturday >ight Li+e- 2ne signed) users for*arded the
petition to a## of their fo##o*ers- 9he petition *ent +ira# and on 'ay :) 6050) Betty (hite hosted
S>L-
4
;6an-, Da6e (16 !epte&*er 2010). !"#$a% 'e/$a 'ar(et$n)+ T5e NeCt ?enerat$"n "2 7.-$ne--
;n)a)e&ent. 1"5n >$%e0 D !"n-. pp. 15@29
5
ItE("22, Da6e (2010B05B10). 7ett0 >5$te 3e%p- 7""-t Rat$n)- "2 F!NGH. T5e Ne: I"r( T$&e-
12

2556 7S presidential election
9he 600: CS presidentia# ampaign had a huge presene on soia# net*or"ing sites- Bara"
2!ama) a Demorati andidate for CS President) used 9*itter and 8ae!oo" to differentiate his
ampaign- ;is soia# net*or"ing profi#e pages *ere onstant#y !eing updated and interating *ith
fo##o*ers- 9he use of soia# net*or"ing sites ga+e Bara" 2!amaFs ampaign aess to e-
mai# addresses) as posted on soia# net*or" profi#e pages- 9his a##o*ed the Demorati Party to
#aunh e-mai# ampaigns as"ing for +otes and ampaign donations-
*ocal businesses
Sma## !usinesses a#so use soia# net*or"ing sites as a promotiona# tehni<ue- Businesses an
fo##o* indi+idua#s soia# net*or"ing site uses in the #oa# area and ad+ertise speia#s and dea#s-
9hese an !e e.#usi+e and in the form of Mget a free drin" *ith a opy of this t*eetN- 9his type of
message enourages other #oa#s to fo##o* the !usiness on the sites in order to o!tain the
promotiona# dea#- &n the proess) the !usiness is getting seen and promoting itse#f (!rand
+isi!i#ity)-
Kony 2512
8
A short fi#m re#eased on 'arh 4) 6056) !y humanitarian group &n+isi!#e Chi#dren) &n- 9his 6L
minute +ideo aimed at ma"ing Joseph Kony) an &nternationa# Crimina# Court fugiti+e) famous
*or#d*ide in order to ha+e support for his arrest !y Deem!er 6056G the time *hen the ampaign
ends- 9he +ideo *ent +ira# *ithin the first si. days after its #aunh) reahing 500 mi##ion +ie*s on
!oth Eou9u!e and Iimeo- Aording to researh done !y Iisi!#e 'easures) the Kony 6056 short
fi#m !eame the fastest gro*ing +ideo ampaign) and most +ira# +ideo) to reah 500 mi##ion +ie*s
in = days fo##o*ed !y Susan Boy#eperformane on BritainFs Got 9a#ent that reahed K0 mi##ion
+ie*s in = days-
Platforms for Social $edia $ar&etin#
!%itter
9*itter a##o*s ompanies to promote their produts on an indi+idua# #e+e#- 9he use of a produt
an !e e.p#ained in short messages that fo##o*ers are more #i"e#y to read- 9hese messages appear
on fo##o*ersF home pages- 'essages an #in" to the produtFs *e!site) 8ae!oo" profi#e) photos)
+ideos) et- 9his #in" pro+ides fo##o*ers the opportunity to spend more time interating *ith the
6
1"ne-, 'e%an$e (12 'ar#5 2012). 1"-ep5 K"n0 2012 Ca&pa$)n N": '"-t !.##e--2.% J$ra% J$/e" In
3$-t"r0. Internat$"na% 7.-$ne-- T$&e-. Retr$e6e/ 29 'ar#5 2012
13

produt on#ine- 9his interation an reate a #oya# onnetion !et*een produt and indi+idua# and
an a#so #ead to #arger ad+ertising opportunities- 9*itter promotes a produt in rea#-time and !rings
ustomers in-
9aceboo&
8ae!oo" profi#es are far more detai#ed than 9*itter aounts- 9hey a##o* a produt to pro+ide
+ideos) photos) and #onger desriptions- Iideos an sho* *hen a produt an !e used as *e## as
ho* to use it- 9hese a#so an in#ude testimonia#s as other fo##o*ers an omment on the produt
pages for others to see- 8ae!oo" an #in" !a" to the produtFs 9*itter page as *e## as send out
e+ent reminders- 8ae!oo" promotes a produt in rea#-time and !rings ustomers in-
As mar"eters see more +a#ue in soia# media mar"eting) ad+ertisers ontinue to inrease se<uentia#
ad spend in soia# !y 64Q- Strategies to e.tend the reah *ith Sponsored Stories and a<uire ne*
fans *ith 8ae!oo" ads ontri!ute to an upti" in spending aross the site- 9he study attri!utes
:1Q of BengagementB or #i"s to Li"es that #in" !a" to 8ae!oo" ad+ertising- 9oday) !rands
inrease fan ounts on a+erage of LQ month#y) inreasing their fan !ase !y t*o-times the amount
annua##y-
9ours:uare
8ours<uare is a #oation !ased soia# net*or"ing *e!site) *here users an he" into #oations +ia
their Smartphone- 8ours<uare a##o*s !usinesses to reate a page or reate a ne*A#aim an e.isting
+enue- A good mar"eting strategy for !usinesses to inrease footfa## or retain #oya# ustomers
in#udes offering inenti+es suh as disounts or free foodA!e+erages for peop#e he"ing into their
#oation or speia# pri+i#eges for the mayor of that #oation-
;oo#le<
14

Goog#eR) in addition to pro+iding the profi#es and features of 8ae!oo") is a#so a!#e to integrate
*ith the Goog#e searh engine- 2ther Goog#e produts are a#so integrated) suh as Goog#e Ad
*ords and Goog#e 'aps- (ith the de+e#opment of Goog#e Persona#i3ed Searh and other #oation-
!ased searh ser+ies) Goog#eR a##o*s for targeted ad+ertising methods) na+igation ser+ies) and
other forms of #oation-!ased mar"eting and promotion-
-nsta#ram
&nstagram is a free photo and +ideo-sharing program and soia# net*or" that *as #aunhed in
2to!er 6050- 9he ser+ie ena!#es users to ta"e a photo or +ideo) app#y a digita# fi#ter to it) and
then share it *ith other &nstagram users they are onneted to on the soia# net*or" as *e## as on a
+ariety of soia# net*or"ing ser+ies- &nstagram de!uted as a photo sharing net*or" !ut
imp#emented support for +ideo on June 6057- As of June 6057) &nstagram had 570 mi##ion
month#y ati+e users-
Blo#s
$+eryday there are more reasons for ompanies to use !#ogging p#atforms for their soia# media
repertoire- P#atforms #i"e Lin"ed&n reate an en+ironment for ompanies and #ients to onnet
on#ine- Companies that reogni3e the need for information) origina#ity) and aessi!i#ity emp#oy
!#ogs to ma"e their produts popu#ar and uni<ue) and u#timate#y reah out to onsumers *ho are
pri+y to soia# media-
B#ogs a##o* a produt or ompany to pro+ide #onger desriptions of produts or ser+ies- 9he
#onger desription an in#ude reasoning and uses- &t an a#so in#ude testimonia#s and an #in" to
and from 8ae!oo") 9*itter and many soia# net*or" and !#og pages- B#ogs an !e updated
fre<uent#y and are promotiona# tehni<ues for "eeping ustomers- 2ther promotiona# uses are
a<uiring fo##o*ers and su!sri!ers and diret them to your soia# net*or" pages-
&n a simi#ar fashion) on#ine ommunities !enefit !usinesses !eause the on#ine ommunities ena!#e
the !usinesses to reah the #ients of other !usinesses using the p#atform- 9hese on#ine
en+ironments an !e aessed !y +irtua##y anyoneG therefore onsumers are in+ited to !e a part of
the reati+e proess- 9o a##o* firms to measure their standing in the orporate *or#d) G#assdoor is
a site *here emp#oyees an p#ae e+a#uations of their ompanies-
Some !usinesses opt out of integrating soia# media p#atforms into their traditiona# mar"eting
regimen !eause their emp#oyees dis#i"e suh iso#ated on#ine en+ironments- 9here are a#so speifi
orporate standards that app#y *hen interating on#ine- 2ther orporations fear that the genera#
pu!#i has too muh po*er o+er ho* their mar"eting is perei+ed) due to the aessi!i#ity of
&nternet-retrie+ed information- 9o ensure ha+ing the ad+antage in a !usiness-onsumer
15

re#ationship) !usinesses ha+e to !e a*are of four "ey assets that onsumers maintain: information)
in+o#+ement) ommunity) and ontro#-
*in&ed-n
=
Lin"ed&n) a professiona# !usiness-re#ated net*or"ing site) a##o*s ompanies to reate professiona#
profi#es for themse#+es as *e## as their !usiness to net*or" and meet others- 9hrough the use of
*idgets) mem!ers an promote their +arious soia# net*or"ing ati+ities) suh as 9*itter stream or
!#og entries of their produt pages) onto their Lin"ed&n profi#e page- Lin"ed&n pro+ides its
mem!ers the opportunity to generate sa#es #eads and !usiness partners- 'em!ers an use
MCompany PagesN simi#ar to 8ae!oo" pages to reate an area that *i## a##o* !usiness o*ners to
promote their produts or ser+ies and !e a!#e to interat *ith their ustomers- Due to spread of
spam mai# sent to ,o! see"er) #eading ompanies prefer to use Lin"ed&n for emp#oyeeDs reruitment
instead using different ,o! porta#s- Additiona##y) ompanies ha+e +oied a preferene for the
amount of information that an !e g#eaned from Lin"ed&n profi#e) +ersus a #imited emai#-
>elp
Ee#p onsists of a omprehensi+e on#ine inde. of !usiness profi#es- Businesses are searha!#e !y
#oation) simi#ar to Ee##o* Pages- 9he *e!site is operationa# in se+en different ountries)
in#uding the Cnited States and Canada- Business aount ho#ders are a##o*ed to reate) share) and
edit !usiness profi#es- 9hey may post information suh as the !usiness #oation) ontat
information) pitures) and ser+ie information- 9he *e!site further a##o*s indi+idua#s to *rite post
re+ie*s a!out !usinesses and rate them on a fi+e-point sa#e- 'essaging and ta#" features are
further made a+ai#a!#e for genera# mem!ers of the *e!site) ser+ing to guide thoughts and opinions-
>ou!ube
Eou9u!e is another popu#ar a+enueG ad+ertisements are done in a *ay to suit the target audiene-
9he type of #anguage used in the ommeria#s and the ideas used to promote the produt ref#et the
audieneDs sty#e and taste-
A#so) the ads on this p#atform are usua##y in syn *ith the ontent of the +ideo re<uestedG this is
another ad+antage Eou9u!e !rings for ad+ertisers- Certain ads are presented *ith ertain +ideos
sine the ontent is re#e+ant- Promotiona# opportunities suh as sponsoring a +ideo is a#so possi!#e
on Eou9u!e) Mfor e.amp#e) a user *ho searhes for a Eou9u!e +ideo on dog training may !e
presented *ith a sponsored +ideo from a dog toy ompany in resu#ts a#ong *ith other +ideosN-
Eou9u!e a#so ena!#e pu!#ishers to earn money through Eou9u!e Partner Program-
Delicious ? Di##
7
;6an-, 'er0%. 33 >a0- t" U-e G$n(e/In 2"r 7.-$ne--. ?$)a"&. Retr$e6e/ 28 'ar#5 2012.
16

De#iious and Digg are a#so popu#ar soia# mar"eting sites used unsoia# media promotion- 9hey
are hea+i#y used !y the soia# media mar"eters to promote their *e!sites due to their a!i#ity to
share #in"s-
$ar&etin# techni:ues
6
!ar#etin#, COB@As, and e(O$
Soia# media mar"eting in+o#+es the use of soia# net*or"s) C2B%As and e(2' to suessfu##y
ad+ertise on#ine- Soia# net*or"s suh as 8ae!oo" and 9*itter pro+ide ad+ertisers *ith
information a!out the #i"es and dis#i"es of their onsumers- 9his tehni<ue is ruia#) as it pro+ides
the !usinesses *ith a Mtarget audieneN- (ith soia# net*or"s) information re#e+ant to the userFs
#i"es is a+ai#a!#e to !usinessesG *ho then ad+ertise aording#y-
ConsumerFs on#ine !rand re#ated ati+ities (C2B%As) is another method used !y ad+ertisers to
promote their produts- Ati+ities suh as up#oading a piture of your Mne* Con+erse snea"ers to
8ae!oo"
N
is an e.amp#e of a C2B%A- Another tehni<ue for soia# media mar"eting is e#etroni
*ord of mouth (e(2')- $#etroni reommendations and appraisa#s are a on+enient manner to
ha+e a produt promoted +ia Monsumer-to-onsumer interationsN- An e.amp#e of e(2' *ou#d
!e an on#ine hote# re+ie*G the hote# ompany an ha+e t*o possi!#e outomes !ased on their
ser+ie- A good ser+ie *ou#d resu#t in a positi+e re+ie* *hih gets the hote# free ad+ertisement
+ia soia# mediaG ho*e+er a poor ser+ie *i## resu#t in a negati+e onsumer re+ie* *hih an
potentia##y ruin the ompanyDs reputation-
Social media mar&etin# tools
B
Besides researh too#s) +arious ompanies pro+ide speia#i3ed p#atforms and too#s for soia# media
mar"eting:
Soia# media measurement
Soia# net*or" aggregation
8
'.nt$n)a, Dan$e%8 '""r&an, '.8 !&$t, ;. (2011). Intr"/.#$n) CO7R,- eCp%"r$n) &"t$6at$"n- 2"r *ran/B
re%ate/ -"#$a% &e/$a .-e. Internat$"na% 1".rna% "2 ,/6ert$-$n) 30 (1)+ 13@46.
9
Ca&*r$a, ;r$(8 ?ra--$, 'ar#"8 3.--a$n, ,&$r8 3a6a-$, Cat5er$ne (2011). !ent$# C"&p.t$n) 2"r !"#$a%
'e/$a 'ar(et$n). '.%t$&e/$a T""%- an/ ,pp%$#at$"n- 59 (2)+pp 557B592
17

Soia# !oo"mar"ing
Soia# ana#ytis
Automation
Soia# media
B#og mar"eting
Ia#idation
Brand am!assador
&mp#iations on traditiona# ad+ertising
$inimi+in# use
9raditiona# ad+ertising tehni<ues in#ude print and te#e+ision ad+ertising- 9he &nternet had
a#ready o+erta"en te#e+ision as the #argest ad+ertising mar"et- (e!sites often in#ude !anner or
pop-up ads- Soia# net*or"ing sites donFt a#*ays ha+e ads- &n e.hange) produts ha+e entire
pages and are a!#e to interat *ith users- 9e#e+ision ommeria#s often end *ith
a spo"esperson as"ing +ie*ers to he" out the produt *e!site for more information- Print ads are
a#so starting to in#ude P% Codes on them- 9hese P% odes an !e sanned !y e## phones
and omputers) sending +ie*ers to the produt *e!site- Ad+ertising is !eginning to mo+e +ie*ers
from the traditiona# out#ets to the e#etroni ones-
*ea&s
15
&nternet and soia# net*or"ing #ea"s are one of the issues faing traditiona# ad+ertising- Iideo and
print ads are often #ea"ed to the *or#d +ia the &nternet ear#ier than they are shedu#ed to premiere-
Soia# net*or"ing sites a##o* those #ea"s to go +ira#) and !e seen !y many users more
<ui"#y- 9ime differene is a#so a pro!#em faing traditiona# ad+ertisers- (hen soia# e+ents our
and are !roadast on te#e+ision) there is often a time de#ay !et*een airings on the east
oast and *est oast of the Cnited States- Soia# net*or"ing sites ha+e !eome a hu! of omment
and interation onerning the e+ent- 9his a##o*s indi+idua#s *athing the e+ent on the *est oast
(time-de#ayed) to "no* the outome !efore it airs- 9he 6055 Grammy A*ards high#ighted this
pro!#em-Iie*ers on the *est oast #earned *ho *on different a*ards !ased on omments made on
soia# net*or"ing sites !y indi+idua#s *athing #i+e on the east oast- Sine +ie*ers "ne* *ho
10
!"#$a% 'e/$a '$-5ap- C"-t F$r&- K4 '$%%$"n $n 2010. In2"r&at$"n 'ana)e&ent 1".rna% 45 (6)+ 18.
N"6e&*er 2011
18

*on a#ready) many tuned out and ratings *ere #o*er- A## the ad+ertisement and promotion put into
the e+ent *as #ost !eause +ie*ers didnFt ha+e a reason to *ath-
Disad.anta#es of Social media mar&etin#
Soia# media mar"eting pro+ides organi3ations *ith a *ay to onnet *ith their ustomers-
;o*e+er) organi3ations must protet their information as *e## as #ose#y *ath omments and
onerns on the soia# media they use- A f#ash po## done on 5664 &9 e.euti+es from 77 ountries
re+ea#ed that soia# media mishaps aused organi3ations a om!ined S1-7 mi##ion in damages in
6050- 9he top three soia# media inidents an organi3ation faed during the pre+ious year in#uded
emp#oyees sharing too muh information in pu!#i forums) #oss or e.posure of onfidentia#
information) and inreased e.posure to #itigation- Due to the +ira# nature of the internet) a mista"e
!y a sing#e emp#oyee has in some ases sho*n to resu#t in de+astating onse<uenes for
organi3ations-
An e.amp#e of a soia# media mishap in#udes designer Kenneth Co#eDs 9*itter mishap in 6055-
(hen Kenneth Co#e t*eeted) B'i##ions are in uproar in TCairo- %umor is they heard our ne*
spring o##etion is no* a+ai#a!#e on#ine at UKenneth Co#eDs *e!siteVB- 9his referene to the 6055
$gyptian %e+o#ution dre* o!,etion from the pu!#iG it *as *ide#y o!,eted to on the
&nternet- Kenneth Co#e rea#i3ed his mista"e short#y after and responded *ith a statement
apo#ogi3ing for the t*eet-
>umerous additiona# on#ine mar"eting mishap e.amp#es e.ist- $.amp#es in#ude a Eou9u!e +ideo
of a DominoDs Pi33a emp#oyee doing unspea"a!#e things to pi33a ingredients) *hih *ent +ira# on
the internet- A 9*itter hash tag posted !y 'Dona#dDs in 6056 attrating attention due to numerous
omp#aints and negati+e e+ents ustomers e.periened at the hain storeG and a 6055 t*eet posted
!y a Chrys#er Group emp#oyee that no one in Detroit "no*s ho* to dri+e
55
- (hen the Lin"
%$&9 opened a 8ae!oo" page to reommend o#d-sty#e restaurants) the page *as f#ooded !y
furious omments ritii3ing the %$&9 for ha+ing fored a #ot of restaurants and stores to shut
do*nG it had to terminate its ampaign ear#y amid further deterioration of its orporate image-
11
3$)5 pr$#e t" *e pa$/ 2"r #"ntr"6er-$a% -"#$a%B&e/$a &$-5ap- !an Fran#$-#" C5r"n$#%e 'ar#5 17, 2011,
retr$e6e/ ,pr$% 4, 2012
19

E"ail "arketing
-ntroduction
$mai# mar"eting is a perfet medium to pi" up *here other mar"eting #ea+es off- $mai#
mar"eting is sti## one of the most ost effeti+e *ays to ontat prospets and ustomers- &tFs far
heaper than traditiona# !u#" postage mai# and in many ases an ha+e a muh #arger impat on
immediate sa#es and #ong -term re#ationship strength than traditiona# ad+ertising-
(hen done orret#y) emai# mar"eting an !e an e.treme#y po*erfu# and effeti+e mar"eting
tehni<ue- &tFs a medium that a##o*s a !uyer and se##er to free#y ommuniate *ith one another
and !ui#d a re#ationship !ased on +a#ue and trust- (hen done inorret#y) ho*e+er) emai#
mar"eting an !e destruti+e) erode !rand e<uity) and turn happy #ients into #itigious f#amers-
20

$mai# mar"eting and soia# media mar"eting shou#d omp#ement eah other in gro*ing !usiness
presene and generating #eads and ustomers-
!he $ost -mportant !ips for Email $ar&eters
#etFs !egin *ith the most important information first- ;ere is *hat *e fee# are the most important
tips for anyone managing the emai# mar"eting proess-
5- 2n#y send emai#s to persons *ho ha+e re<uested to reei+e them-
6- 2n#y in#ude ontent re#e+ant to the type of ontent the person has re<uested-
7- !e onsistent *ith sending fre<ueny- Pi" a shedu#e) *hether it is *ee"#y) !i *ee"#y) or
month#y and as often as you an sti" to that shedu#e-
1- &n most ases it is !est to send !usiness to !usiness emai#s 9uesday through 9hursday- (eF+e
found that the !est times of the day to send are ,ust after the start of the day around L:70am or ,ust
after #unh around 5:70pm- &t is !est to a+oid sending !usiness to !usiness emai#s after 1pm or on
*ee"ends-
4- &n most ases it is !est to send !usiness to onsumer emai#s either !et*een 4pm and :pm
9uesday through 9hursday or !et*een 8riday e+ening and Sunday afternoon-
=- 'a"e the 8rom >ame for messages either the ompany name or the name of a person at the
ompany- After hoosing a 8rom >ame) "eep it onsistent- During the sp#it seond deision
su!sri!ers ma"e *hether to open emai#) the most important fator in their deision is *hether the
8rom >ame is fami#iar to them-
K- DonFt use a## aps or mu#tip#e e.#amation mar"s *ithin your su!,et #ine or !ody- Doing this
*i## trigger spam fi#ter-
Permission ,Based Email $ar&etin#
&t is important to note that there are t*o types of emai# mar"eting- 2ne an either send unso#iited
emai# promotions or send out emai#s on#y to persons *ho ha+e re<uested to reei+e them-
Cnso#iited emai# is) of ourse) a##ed spam- Sending spam *i## ruin any #egitimate organi3ationFs
reputation and !rand +a#ue faster than mo#d gro*s on !read that is #eft outside in the midd#e of
summer- %u#e num!er one of !eoming an inte##igent emai# mar"eter is to not send unso#iited
emai#-
21

Permission-!ased emai# mar"eting) on the other hand) is used effeti+e#y e+eryday !y hundreds of
thousands of organi3ations to !ui#d the +a#ue of their !rands) inrease sa#es) and strengthen the
re#ationships they ha+e *ith their #ients and su!sri!ers- 9he "ey differene) of ourse) is that
these senders are on#y sending messages to persons *ho ha+e re<uested to reei+e them-
Email $ar&etin# Best Practices
LetFs ta"e a #oser #oo" at some of the tehni<ues and praties that the most e.periened emai#
mar"eters use- 9hese !est praties an ma"e the differene !et*een rapid#y gro*ing your #ist
through *ord of mouth) inreasing sa#es) and !ui#ding strong re#ationships and #osing su!sri!ers
to #ist attrition) aggra+ating ustomers) and getting messages !#o"ed !efore they e+en reah your
reipients-
From Names & Subject Lines
8or most peop#e) a ma,ority of emai#s reei+ed are ,un" emai#- As a resu#t) eah of us has
de+e#oped a #itt#e ritua# *e fo##o* *hen he"ing our emai#- &nitia##y) most peop#e #oo"ed first at
the su!,et #ines to determine *hether to read a message- 9oday) ho*e+er) reipients a#so g#ane at
the M8romN fie#d to see if they reogni3e the senderFs name or emai# address- 9hen) on#y if they
reogni3e the 8rom >ame do they #oo" at the MSu!,etN fie#d to see if itFs of interest to them- 9his
is *hy *e reommend using a 8rom >ame that is either your organi3ationFs name or a *e##-
"no*n person *ithin the organi3ationWand to "eep that name onsistent *ith e+ery mai#ing-
%egarding su!,et #ines) *e ha+e found a good strategy to !e ha+ing one part of the su!,et #ine !e
onsistent) and the other is +aria!#e- 9his *ay reipients an reogni3e your ne*s#etter *hen it
omes in as *e## as get a sma## taste as to *hat type of information might !e featured for that issue
Personalization
'essage persona#i3ation an !e done !y inserting *hat is "no*n as mai# -merge fie#ds into the
message- 8or e.amp#e) if *e *anted to insert the first name of a su!sri!er into a message su!,et
or !ody *e *ou#d ,ust type in UfameV- 9his gi+es a persona# touh to e+ery target ustomer and it
gets more attention of the target ustomer-
List Segmentation
9here are no dou!t that speifia##y targeted emai#s *ith +a#ua!#e and re#e+ant ontent *or" the
!est- By di+iding the data!ase either !y interest or demographi) *e *i## !e a!#e to appea# to the
needs and *ants of our onsumer and impro+e our sa#es resu#ts- An effeti+e segmentation
22

strategy) ho*e+er) !egins *ith the sign up form- 'a"e sure *e need to o##et the information
during the initia# signup that *e an !e segmented #ater-
Email $ar&etin# $etrics
9o assess the emai# mar"eting performane) *e must ondut on-going trend ana#ysis of se+era#
"ey metris- 9hat *ay) *e an ompare eah ampaignFs performane against our o*n a+erages to
"no* *hether a speifi ampaign outperformed or underperformed your interna# emai#
!enhmar"s-
2ur emai# ser+ie pro+ider ($sp-) shou#d pro+ide a *ea#th of reporting on eah ampaign and on
our on-going emai# performane- (e *i## o+er the most important emai# metris to measure and
ho* you an use them to impro+e the performane of your emai# mar"eting program o+era##-
Boune %ate
9he perentage of tota# emai#s sent that ou#d not !e de#i+ered to the reipientFs in!o.) "no*n as a
M!oune-N
9his metri an !e used to uno+er potentia# pro!#ems *ith your emai# #ist- 9here are t*o "inds of
!ounes to tra": MhardN !ounes and MsoftN !ounes- Soft !ounes are the resu#t of a temporary
pro!#em *ith a +a#id emai# address) suh as a fu## in!o. or a pro!#em *ith the reipientFs ser+e-
9he reipientFs ser+er may ho#d these emai#s for de#i+ery one the pro!#em #ears up) or *e may
try re-sending the emai# message to soft !ounes- ;ard !ounes are the resu#t of an in+a#id) #osed-
2r non-e.istent emai# address and these emai#s *i## ne+er !e suessfu##y de#i+ered-
De#i+ery %ate
9he perentage of emai#s that *ere atua##y de#i+ered to reipientsF in!o.es) a#u#ated !y
su!trating hard and soft !ounes from the gross num!er of emai#s sent) then di+iding that num!er
!y gross emai#s sent-
9he de#i+ery rate sets the stage for emai# suess or fai#ure- 9o ha+e any hane of engaging a
ustomer or prospet *ith an emai# ampaign) that message has to get de#i+ered to their in!o.-
List Gro*th %ate
23

A measurement of ho* fast the emai# #ist is gro*ing- Ca#u#ate the gro*th rate !y su!trating opt-
outs and hard !ounes from the num!er of ne* emai# su!sri!ers gained in a gi+en month- 9hen)
di+ide that num!er !y the origina# #ist si3e-
$mai# #ist gro*th rate is important !eause a hea#thy emai# mar"eting program needs to !e
ontinua##y refreshed *ith ne* names- 'any of the addresses on your emai# #ist *i## natura##y Mgo
!adN o+er time) as peop#e hange ,o!s) s*ith &sps or emai# programs) or ,ust forget their
pass*ords and reate ne* aounts-
C9%
9he proportion of the audiene *ho #i"ed on one more #in"s ontained in an emai# message-
2rgani3ations an a#u#ate C9% either !y di+iding uni<ue #i"s !y the num!er of emai#s
de#i+ered) or !y di+iding tota# #i"s) in#uding mu#tip#e #i"s !y the same reipient) !y the
num!er of emai#s de#i+ered-
'onitoring emai# tr is a ornerstone of emai# mar"eting ana#ytis) !eause the tr indiates
*hether the message *as re#e+ant and the offer ompe##ing enough to enourage reipients to
ation) !ut tr an +ary *ide#y !y the type of message sent- 8or e.amp#e) emai# ne*s#etters often
ha+e higher trs than promotiona# messages) and transationa# messages X suh as emai#ed
purhase reeipts X often ha+e the highest tr of a## the messages your !usiness sends- 8or that
reason) itFs !est to !enhmar" the trs aording to the different types of emai#s *e send-
$mai# Sharing
9he perentage of reipients *ho #i"ed on a Mshare thisN !utton to post emai# ontent to a soia#
net*or" andAor *ho #i"ed on the Mfor*ard to a friendN !utton-
Sharing rates are another indiator of the +a#ue and re#e+ane of the emai# messages- $mai# offers
that get shared or for*arded outside of our o*n house #ist an end up !eing your !est performing
ampaigns) !eause *eF+e drastia##y inreased the reah of that message !y tapping into the +ira#
nature of our su!sri!ersF soia# net*or"s- (ath our sharing rates arefu##y to diso+er *hih
types of arti#es and offers tend to get shared the most) and use that "no*#edge *hen p#anning
future ampaigns-
Con+ersion %ate
9he perentage of reipients *ho #i"ed on a #in" *ithin an emai# and omp#eted a desired ation)
suh as fi##ing out a #ead generation form or purhasing a produt-
Con+ersion rate is the u#timate measure of an emai# ampaignFs effeti+eness- 9he higher your
24

on+ersion rate) the more re#e+ant and ompe##ing the offer *as for the audiene- ;o*e+er)
on+ersion rates are dependent on fators !eyond the origina# emai# message) suh as the <ua#ity of
the #anding page- 'easuring on+ersion rate re<uires integration !et*een the emai# p#atform and
the *e! ana#ytis- (e an perform this integration !y reating uni<ue tra"ing ur#s for your emai#
#in"s that identify the soure of the #i" as oming from a speifi emai# ampaign-
%e+enue Per $mai# Sent
A measure of the %2& of a partiu#ar emai# ampaign) a#u#ated !y di+iding the tota# re+enue
generated from the ampaign !y the num!er of emai#s sent-
9his metri is idea# for eommere mar"eters *ho generate a #ot of diret sa#es from emai#
ampaigns- Again) it re<uires integration !et*een the $sp- and the eommere or *e! ana#ytis
p#atform- &f *e are a#ready tra"ing on+ersion rates) *e an a#so o##et the order +a#ue for eah
on+ersion to perform this a#u#ation-
$mai# 'ar"eting and Soia# 'edia
9here are se+era# *ays to integrate these t*o omp#ementary mar"eting hanne#s to he#p gro* our
audiene- ;ere are a fe* ideas:
Share >our Email on >our Social et%or&
2ne you ha+e sent the emai#) *e shou#d use our soia# net*or"s to share the ne*s a!out our emai#
messages- (e an a#so use 8ae!oo" to share our message ,ust !y posting a #in" to it to our
8ae!oo" *a##-
2ne one of our soia# media fo##o*ers #i"s on the #in" to +ie* one of our messages) they an
share our message *ith their soia# net*or"s !y #i"ing the soia# share !ar at the top of the
message-
25

Soure: http:AA***-amu#-omAprodutsAmi#"-php
Com!ining our emai# and soia# media mar"eting e.tends our !rand !eyond our net*or" to 9;$
net*or"-
9he i##ustration !e#o* aptures the +ira# nature of soia# media:
26

Soure: iontat-om
9ypia##y) *hen emai# mar"eters thin" a!out inreasing the re#e+any of their emai#s) they
immediate#y ,ump to segmentation ideas- 9he rea#ity is that !y e.tending the #ife of the emai# and
ma"ing it a+ai#a!#e to a !roader soia# media audiene) *e are ma"ing the emai# more re#e+ant-
Adding Soia# Sharing to the $mai#
Csing simp#e Mshare *ith your net*or"N #in"s) your su!sri!ers an share *ith their friendFs
speifi #in"s or piees of ontent from your emai#- Amerian $ag#e 2utfitters a##o*s its emai#
su!sri!ers to #i"e its emai# and to spread the *ord a!out its ontent-
;ere is ho* it #oo"s *hen someone #i"es the emai#:
27

(hen someone #i"s this 8ae!oo" post #in") they are ta"en to a *e! +ersion of the emai#- 8rom
there) they an !egin the purhase proess or share the emai# *ith their net*or"-
Soure: iontat-om
Another *ay to dri+e soia# sharing is to ma"e sure your *e!site has #i"e !uttons on pages that are
#in"ed from the emai#- Doing so gi+es those emai# su!sri!ers or *e!page +isitors an opportunity
to share the *e!site ontent- 9he emai# is a great opportunity to e.pand our soia# net*or"ing
presene- Adding Li"e and 9*eet !uttons to our emai# gi+es our emai# su!sri!ers the a!i#ity to
share our emai# *ith their soia# net*or"s- %emem!er) no* that your emai# has e.tended its #ife
!eyond the in!o.) it !eomes your Mam!assadorN in the soia# media *or#d-
Csing the $mai# to Gro* and $ngage the 8ae!oo" 8ans and 9*itter 8o##o*ers
28

Csing our emai# as a *ay to enourage our su!sri!ers to fo##o* us on soia# net*or"s is +ery easy
to do) and it gi+es your emai# su!sri!ers additiona# touh points *ith your !rand- 9his is
espeia##y important if *e differentiate our soia# media promotions and ontent from our emai#
ontent- 'any peop#e fo##o* !rands on soia# net*or"s to get speia# offers- Cse the emai# to
enourage that !eha+ior-
;ereFs an e.amp#e
Sa"s 8ifth A+enue
Soure: http:AA***-sa"sfiftha+enue-om
>ote that Sa"s 8ifth A+enue p#aes its soia# media Lin"s at the top of its emai#s- Gap p#aes its
soia# media #in"s at the !ottom of its emai#s-
As *e an see from these e.amp#es) there are mu#tip#e *ays to design our emai# to attrat
fo##o*ers on soia# media sites- (hih soia# media sites *e *ant to in#ude and *here in our
emai# to in#ude those #in"s is entire#y up to us- 'any emai# temp#ates a#ready ha+e 8ae!oo" and
9*itter ions that *e an insert and point to your 8ae!oo" and 9*itter pages- 2ne *e emai#
su!sri!er (or anyone) rea##y) #i"s those #in"s) they *i## !e ta"en to your 8ae!oo" and 9*itter
pages- 8rom there) they an !egin fo##o*ing our !rand-
Csing Eour Soia# 'edia to $nourage $mai# Sign-Cps
29

(ith so muh time on#ine !eing spent on soia# media sites) itFs important to #et the soia# media
audiene "no* that *e ha+e an emai# #ist and to entie them to engage *ith our !rand through
emai# mar"eting- 2ne tehni<ue is to put a sign-up form on your !randFs 8ae!oo" Page- 8or
e.amp#e:
Soure: iontat-om
30

Content "arketing
Content mar&etin# is any mar"eting format that in+o#+es the reation and sharing of media and
pu!#ishing ontent in order to a<uire ustomers- 9his information an !e presented in a +ariety of
formats) in#uding ne*s) +ideo) *hite papers) e-!oo"s) info graphis) ase studies) ho*-to guides)
<uestion and ans*er arti#es) photos) et-
Content mar"eting is foused not on se##ing) !ut on simp#y ommuniating *ith ustomers and
prospets- 9he idea is to inspire !usiness and #oya#ty from !uyers !y de#i+ering Bonsistent)
ongoing +a#ua!#e informationB-
"istory
C1D
E
9he fo##o*ing e.amp#es demonstrate ear#y use of ontent to disseminate information a!out
a !rand) and !ui#d a !randDs reputation:
5:L4: John Deere #aunhed the maga3ine The Furrow) pro+iding information to farmers on
ho* to !eome more profita!#e- 9he maga3ine) onsidered the first ustom pu!#iation) is
sti## in iru#ation) reahing 5-4 mi##ion readers in 10 ountries in 56 different #anguages-
5L00: 'ihe#in de+e#oped the 'ihe#in Guide) offering dri+ers information on auto
maintenane) aommodations) and other tra+e# tips- 74)000 opies *ere distri!uted for
free in this first edition- A#though 'ihe#in e+entua##y !egan se##ing these !oo"s) the
pu!#iation sti## set a preedent for !oth informati+e guides and ontent mar"eting
distri!ution-
-
5L01: Je##-2 sa#esmen *ent door-to-door) distri!uting their oo"!oo" for free- 9outing the
dessert as a +ersati#e food) the ompany sa* its sa#es rise to o+er S5 mi##ion !y 5L0=-
9he phrase Bontent mar"etingB *as used as ear#y as 5LL=) *hen %i" Doy#e #ed a roundta!#e for
,ourna#ists at the Amerian Soiety for >e*spaper $ditors- &n 5LL:) Jerre## Jimerson he#d the tit#e
31

of Bdiretor of on#ine and ontent mar"etingB at >etsape- &n
56
5LLL) author Jeff Cannon *rote) M&n
ontent mar"eting) ontent is reated to pro+ide onsumers *ith the information they see"-N
(ho is usin# content mar&etin#'
Content mar"eting is !eing used !y some of the greatest mar"eting organi3ations in the *or#d)
in#uding POG) 'irosoft) Ciso Systems and John Deere- &tFs a#so de+e#oped and e.euted !y
sma## !usinesses and one-person shops around the g#o!e-
Aording to the 6057 B6B Content 'ar"eting Benhmar"s) Budgets and 9rends researh) L out
of 50 B6B mar"eters are using ontent mar"eting X regard#ess of ompany si3e or industry- And
they are doing *hat it ta"es to !ring a!out desired resu#ts:
2n a+erage) B6B mar"eters emp#oy eight different ontent mar"eting tatis to ahie+e
their mar"eting goa#s-
=0 perent report that they p#an to inrease their spending on ontent mar"eting o+er the
ne.t 56 months-
'ar"eters) on a+erage) spend o+er a <uarter of their mar"eting !udget on ontent
mar"eting-
Content $ar&etin# .s/ Social $edia $ar&etin#E (hat)s the Difference
C10D
'
&n soia# media mar"eting) the enter of gra+ity W the fous of the mar"eting ati+ity W is #oated
*ithin the soia# net*or"s themse#+es- (hen mar"eters operate soia# media ampaigns) they are
operating inside of 8ae!oo") inside of 9*itter) inside of Goog#eR) et- As they produe ontent)
they p#ae it inside of these net*or"s-
12
Re2erre/ 2r"& >$($pe/$a
13
Re2erre/ 2r"& C"ntent 'ar(et$n) In-t$t.te
32

&n ontrast) the enter of gra+ity for ontent mar"eting is a !rand *e!site W *hether it is a
!randed C%L #i"e Amerian$.press-om or a miro site for a !randFs speifi produt) #i"e
Ame.Fs 2pen 8orum- Soia# net*or"s are +ita# to the suess of ontent mar"eting efforts) !ut
here) 8ae!oo") 9*itter) and Goog#eR are used primari#y as a distri!utor of #in"s !a" to the
ontent on the !randFs *e!site W not as ontainers of the ontent itse#f-
!ypes of content
&n soia# media mar"eting) ontent is !ui#t to fit the onte.t of the hosen soia# p#atform: short
messages in the 510 haraters range for 9*itterG ontests) <ui33es) and games for 8ae!oo")
et- "ere, brands model their beha.ior after that of the indi.iduals usin# the social net%or&s-
2n the other hand) in ontent mar"eting) the onte.t of *e!sites permits muh #onger forms of
ontent- Brands an pu!#ish !#og posts) +ideos) info graphis) and eBoo"s) ,ust to name a fe*
formats- "ere, brands model their beha.ior after that of media publishers-
ObFecti.es
(hi#e !oth soia# media mar"eting and ontent mar"eting an !e used for a mu#titude of purposes)
soia# media mar"eting genera##y tends to fous on t*o main o!,eti+es- 8irst) it is used for !rand
a*areness W generating ati+ity and disussion around the !rand- Seond#y) it is used for
ustomer retentionA satisfation W !rands an use soia# hanne#s as an open forum for diret
dia#ogues *ith ustomers) often around issues or <uestions that onsumers ha+e-
&n ontrast) ontent mar"etingFs *e!site-!ased enter of gra+ity ena!#es it to fous more on
demand generation- As <ua#ity ontent !rings prospets to a !randFs site) !rands an de+e#op a
re#ationship *ith the prospets and nurture them to*ards a #ead on+ersion or purhase-
E.olution of online mar&etin#
33

Soia# media mar"eting is top-of-mind for most e+ery mar"eting department) *hi#e ontent
mar"eting is a (re#ati+e#y) ne* term) and a ne* pratie for many-
9he internet has un#eashed a re+o#utionary a!i#ity for e+ery !rand to ommuniate diret#y *ith its
ustomers W *ithout the need for a media industry intermediary-
Soia# media mar"eting is the natura# first step in this proess: Aess to users is diret (users
spend tons of time on soia# net*or"s)) and ontent is genera##y formatted into shorter hun"s)
*hih ma"es the pu!#ishing proess re#ati+e#y easy-
But as !rands !eome more fami#iar *ith their ne* ro#e as pu!#isher) the natura# progression *i##
!e to mo+e to*ard ontent mar"eting- Ees) the !ar here is higher: &n ontent mar"eting) !rands
must produe #onger-form) higher-<ua#ity ontent and !ui#d audienes on their o*n site W they
must !eome true media pu!#ishers- But the re*ards and resu#ts are) argua!#y) more po*erfu#-
Brands an engage more deep#y *ith their ustomers through ontent mar"eting efforts- And !y
dri+ing onsumers to its o*n *e!site) the !rand has a greater opportunity to gain #eads and mo+e
them do*n the on+ersion funne#-
!he = Business ;oals of Content $ar&etin#E -nbound $ar&etin# -sn)t Enou#h
C13D
(hat is inbound mar&etin#'
Inbound Marketing is about getting ound online! through search engines and on sites like
Facebook and "ouTube and Twitter#$
&n!ound mar"eting is a ritia# omponent of the ne* ru#es of mar"eting- Creating ompe##ing and
+a#ua!#e ontent and distri!uting that ontent through a +ariety of on#ine hanne#s) as *e## as
getting ati+e in on#ine ommunities) are essentia# for a## ompanies today-
!hat said, if you only focus on inbound mar&etin#, you %ill fail as a mar&etin# professional/
14
Re2erre/ 2r"& C"ntent 'ar(et$n) In-t$t.te
34

(hy you need a content mar&etin# mindset
Content mar"eting is the pratie of reating re#e+ant and ompe##ing ontent in a onsistent
fashion to a targeted !uyer) fousing on a## stages of the !uying proess) from !rand a*areness
through to !rand e+ange#ism- Content mar"eting) un#i"e in!ound mar"eting) has been around for
hundreds of years) most nota!#y starting in 5:L4 !y John Deere *ith The Furrow maga3ine
(a#though & argue that the a+e peop#e *ere dra*ing stories on *a##s to se## produt)-
35

(hi#e in!ound mar"eting (as opposed to out!ound mar"eting) and getting found on#ine !y
prospets are ritia#) %hat do you do %ith your story once they find you' &f ontent mar"eting
*ere a foot!a## fie#d) in!ound mar"eting *ou#d get you to the 74-yard #ine- Definitely critical, but
hard to score from that distance/
After in!ound mar"eting) you need #ead nurturing- 2ne the #ead is nurtured and !eomes a
ustomer at some point) you need ustomer ser+ie ontent- (hat if you *ant to up se## or ross
se## to the ustomer? (e##) thatFs a *ho#e set of different ontent- (hat if your goa# is ustomer
retention and #oya#ty? (e## thatFs another ontent strategy as *e##- Lots of +a#ua!#e ontent spread
out around the *e! *i## he#p you reah a fe* of your ontent mar"eting goa#s) !ut not a## of
them- N%T&' Some will argue that lead nurturing is (art o inbound marketing) &*en i that is
true! it still means +ou ha*e to throw a ,ail Mar+ to score a touchdown)
Content mar"eting must in#ude strategi p#anning) ontent reation) distri!ution) and metris for
mu#tip#e stages of the !uying y#e to mu#tip#e ustomer personas- &n my +ie*) that means a
omp#ete ontent mar"eting strategy *ou#d inorporate in!ound mar"eting prinip#es) !ut it *ou#d
a#so ta"e a more ho#isti approah to meeting a !usinessFs o+era## mar"eting goa#s-
7h, print'
$+en more important#y) ontent mar"eting is hanne#-agnosti- 9hat means that ontent mar"eters
shou#d !e #oo"ing at ALL a+ai#a!#e hanne#s to engage *ith ustomers/ print) in-person) and
on#ine (in#uding mo!i#e)- 9he outstanding %it3 Car#ton maga3ine) p#aed in hote# rooms) does not
ha+e anything to do *ith !eing foundG neither does the ama3ing L$G2 C#u! maga3ine) *hih has
!een produed in print for o+er 70 years- L&-% .lub magazine is not inbound marketing)
!he business #oals of content mar&etin#E
(ith ontent mar"eting) there are a num!er of o+era## !usiness goa#s you ou#d ha+e:
Brand a%areness or reinforcement
this is a#most a#*ays the first thing that is thought of *hen you #oo" at ontent mar"eting- 9he goa#
may !e that you are ,ust trying to find a more effeti+e *ay than ad+ertising to reate a*areness
for your produt or ser+ie- 9his is the #ong-tai# strategy- Content mar"eting is a great +ehi#e for
that) as itFs organi) authenti) and a great *ay for you to start dri+ing engagement *ith your
!rand- Content mar"eting and in!ound mar"eting o+er#ap in this area-
36

*ead con.ersion and nurturin#
9he most !asi part of in!ound mar"eting is the on+ersion metri- ;o* you define a #ead *i##
+ary W !ut from a ontent mar"eting perspeti+e) this is *here you ha+e (through the e.hange of
engaging ontent) enouraged someone to gi+e up enough information a!out themse#+es that you
no* ha+e permission to Mmar"etN to them- 9his an in#ude signing up for a MdemoN) registering
for an e+ent) su!sri!ing to your e-ne*s#etter) or gaining aess to your %esoure Center- 2ne
you ha+e the prospetFs permission) you an use ontent to he#p mo+e them through the !uying
y#e-
Customer con.ersion
&n many ases) you a#ready ha+e a ton of ontent in this area- 9his is *here) as mar"eters) *e ha+e
traditiona##y foused W the Mproof pointsN to the sa#e- $.amp#es in#ude ase studies you send to
your prospets that i##ustrate ho* youF+e so#+ed the pro!#em !efore W or the Mtestimonia#sN
setion on your #ient page- C#timate#y) this is the ontent youF+e reated as a mar"eter to i##ustrate
to the hot prospet *hy your so#ution is !etter or *i## uni<ue#y meet his or her needs-
Customer ser.ice
this is *here ontent mar"eting an rea##y earn itFs Msu!sri!eN stripes- ;o* *e## are you using
ontent to reate +a#ue or reinfore the ustomerFs deision A89$% the sa#e? 9his goes *e##
!eyond the user manua#) the doumented proess for suess) and the 8AP on your *e!site- 9hese
are the !est praties for ho* to use your produt or ser+ie- ;o* an ustomers get the '2S9
out of your produt or ser+ie? (hat are the suessfu#) inno+ati+e *ays that youF+e seen your
produt or ser+ie get e.tended into other so#utions?
Customer loyaltyGretention
Just #i"e you ha+e a p#anned #ead nurturing proess to turn prospets into ustomers) you a#so need
a p#anned ustomer retention strategy- &f youFre u#timate goa# is to turn ustomers into passionate
su!sri!ers *ho share your stories) this area needs ma,or attention- 2ptions may !e a ustomer e-
ne*s#etter or printed ne*s#etter) a print or ta!#et maga3ine) or possi!#y a user e+ent or *e!inar
series-
Customer up sell
'ar"eting doesnFt stop at the Mhe"outN !utton any #onger- &f youFre partiu#ar#y good at using
ontent to ser+ie the ustomer in a su!sri!e mode#) you a#so ha+e the opportunity to !e effeti+e
at reating ongoing engagement for the other produts and ser+ies you offer- (hy stop
ommuniating *ith prospets one they !eome ustomers? &nstead) ommuniate *ith them
37

more fre<uent#y (ertain#y not in a reepy *ay) and engage them *ith additiona# +a#ue- Customer
up se## and ustomer retention goa#s an *or" hand-in-hand-
Passionate subscribers
if you an suessfu##y mo+e ustomers to this stage) you ha+e rea##y aomp#ished something-
Content W and espeia##y ontent generated !y satisfied ustomers W an !e one of the most
po*erfu# *ays for us to reah any !usiness goa#- 9his is *hen ontent mar"eting starts to *or" for
you e.ponentia##y- App#e Computer is the <uintessentia# e.amp#e of this- As" yourse#f *hat their
ontent mar"eting strategy is- 9hey ha+e no soia# media presene- 9hey ha+e no !#og- But they
ha+e suessfu##y !ui#t their passionate su!sri!er !ase W and these peop#e reate fan sites) *rite)
share) and e+ange#i3e the App#e !rand- Eour u#timate goa# shou#d !e to reate a ommunity of
e+ange#ists *ho are prepared to fight for your !rand-
So *hih of these goa#s ma"es sense for your ontent mar"eting? 'ay!e itFs on#y an in!ound
mar"eting initiati+e and youFre ,ust trying to he#p dri+e more #eads into the sa#es and mar"eting
proess- 'ay!e youFre trying to reate a program that inreases a*areness) dri+es do*n the ost of
organi traffi to your *e!site) and inreases your position *ith searh engines- 'ay!e you are
*or"ing to impro+e your ustomer retention rate-
Content mar&etin# H Do you ha.e a content mar&etin# plan'
C14D
$+er sine the ineption of the (or#d (ide (e! thereFs one thing thatFs !een at the ore of many
a suessfu# di#ital mar&etin# effort and thatFs #ood, rele.ant, fresh content-
$+ery time a prospeti+e #ient see"s information on#ine) they are #oo"ing for speedy ans*ers to
<uestions or so#utions to a pro!#em- (hatFs more they are #oo"ing for ans*ers or so#utions that are
#ear and onise-
9his is *here great ontent mar"eting omes in-
(ith the meteori gro*th in soia# media) so#id content marketing !eomes e+en more important
and as a resu#t) needs to !e at the forefront of a## your on#ine mar"eting p#ans-
15
Re2erre/ 2r"& e=re-en#e
38

So %hy is this'
&n essene shoppers ha+e !eome e.treme#y sa++y@ >o*) prior to ma"ing a purhasing deision)
more and more peop#e are searhing for information) re+ie*s and produt detai#s on#ine !efore
parting *ith their hard earned ash-
9his means that more than e+er !efore there are no*//-
&nreased hanne#s *here you need to esta!#ish a presene and pro+ide <ua#ity information
&nreased ompetition that are on#y too *i##ing to get your prospetsF attention
&nreased aess to speedy and up to date information

So %hat)s the future for online mar&etin# and %hat should you do'
9he insatia!#e need for great ontent isnFt going to go a*ay and as suh informati+e and engaging
ontent is) and a#*ays *i## !e) "ing- A## !usinesses need a #ear and onise content mar&etin#
strate#y and therefore you need to #oo" at/-
Eour content marketing goa#s and *hat you hope to ahie+e
9he type of information you *ant or need to pu!#ish
;o* often youFre going to pu!#ish your ontent?
(here are you going to pu!#ish and *hih hanne#s are you going to use to promote it?
;o* are you going to measure your suess?

9he pro!#em is that Content marketing isnFt as simp#e as *riting a !#og post or arti#e and sitting
!a" and *aiting for the traffi to start ro##ing in- &nstead you need to ha+e a #ear idea a!out *hat
you are #oo"ing to ommuniate and *here or *ho you are going to ommuniate it to- &t a#so
needs to !e strutured so that you get the ma.imum effet from e+ery piee of ontent you
generate- 9herefore ha+ing the right mi. of soia# media) S$2) emai# mar"eting or arti#eA!#og
mar"eting is the "ey-
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$inding% and reco""endation%
9he fo##o*ing sur+ey *as done
!ar#et audienceE >oun# (or&in# Professionals
Sample Si+eE 05 People
A.era#e A#eE 24/300
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A.era#e !ime spent o.er -nternet isE 0/84 "rs
/igital Marketing Sur*e+00000
Y %e<uired
Can %e ha.e your A$E Please I
9his is a re<uired <uestion
Can %e ha.e your A;E please I
Can %e &no% ho% much time you spend on -nternet DailyJJJ I
Do you use search en#ines to search for products and ser.ices I
o Ees
o >o
Do you find ad.ertisements on %ebsites rele.ant to you I
%ate !et*een 5 to 4 5 !eing not re#e+ant and 4 !eing +ery re#e+ant
5 6 7 1 4
not rele*ant
Select a *alue rom a range o 1! not rele*ant! to 2!
*er+ rele*ant!
*er+
rele*ant
Do you ha.e .arious products feed in your Social $edia feeds I
Do you #i"e pages of produts on fae!oo") fo##o* +arious produts on t*itter
o Ees
o >o
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"o% many spam mails related to offers do you recei.e e.ery day I
5 6 7 1 4
Not Much
Select a *alue rom a range o 1! Not Much! to 2!
3lot!
3
lot
Do you find rele.ant offers on emails'''''' I
o Ees
o >o
>ou find rele.ant offers for you at %hich places I
o 8ae!oo"
o 9e#e+ision
o Eou9u!e
o $mai#
o Ad+ertisements on (e!sites
o Goog#e searh
500Q: Eou made it-
Po*ered !y

8o##o*ing %esu#ts *ere reei+ed
45645 said the+ use search engines to search or (roducts and ser*ices)
74645 said the+ ind ad*ertisements on websites rele*ant to them) 8Score o 4 or more on scale o
29
1: 645 Peo(le are connected with ;rands on Social Media Platorms
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77645 Peo(le recei*e S(am &mails and onl+ <645 ind rele*ant inormation rom such Mails
=ele*ant ads are ound in ollowing ratio at ollowing Places
Place =atio
Facebook 1>645
-oogle Search 1>645
3d*ertisements on ?ebsites <645
Tele*ision 1:645
%thers :645
Key 8indings and reommendations
Search En#ine $ar&etin# is a .ery crucial function in Di#ital $ar&etin# as almost
155K people use search en#ines to find products and ser.ices/ -t is an imperati.e tool
for e.ery product and ser.ice/
Social $edia Platforms offer more connecti.ity to the consumers as almost 45 K
consumers are connected %ith the brands they appreciate/ -t should be used %hen
communication has to be done %ith consumers
E mail mar&etin# pro.es ineffecti.e as compared to other tools of Di#ital $edia
mar&etin# as it is considered as sellin# rather than mar&etin# as most of emails are
mar&ed spam and is irrele.ant to consumers/ -t should be used Fudiciously/
9aceboo& and ;oo#le search ha.e become as important place as a tele.ision for
promotion as they enFoy a similar ratio %ith tele.ision/ !hey should be utili+ed to
tar#et specific audience/
A!!endi&
Definitions or ;lossary of !ermsE
Paid placement: or Pay per #i" (PPC) is an ad+ertising mode# used on searh engines)
ad+ertising net*or"s) and ontent *e!sites) *here ad+ertisers on#y pay *hen a user atua##y #i"s
on an ad to +isit the ad+ertiserDs *e!site-
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Paid inclusion is a searh engine mar"eting produt *here the searh engine ompany harges
fees re#ated to in#usion of *e!sites in their searh inde.- Paid in#usion produts are pro+ided !y
most searh engine ompanies) the most nota!#e e.eption !eing Goog#e-
An or#anic search is a proess !y *hih (or#d (ide (e! users find *e! sites ha+ing unpaid
searh engine #istings) as opposed to using the pay per #i" ad+ertisement #istings disp#ayed
among the searh resu#ts -
@eturn on in.estment- 9his is often used to desri!e in S$' ho* many peop#e ha+e +isited your
site from the amount of time and money in+ested-
A search en#ine results pa#e) or SE@P) is the #isting of *e! pages returned !y a searh engine in
response to a "ey*ord <uery- 9he resu#ts norma##y in#ude a #ist of *e! pages *ith tit#es) a #in" to
the page) and a short desription sho*ing *here the "ey*ords ha+e mathed ontent *ithin the
page- A S$%P may refer to a sing#e page of #in"s returned) or to the set of a## #in"s returned for a
searh <uery-
SpamdeLin# is any of +arious methods to manipu#ate the re#e+any or prominene of resoures
inde.ed !y a searh engine) usua##y in a manner inonsistent *ith the purpose of the inde.ing
system- 'ethods in#ude #in" farms and "ey*ord stuffing-
Spiderin# is a *e! ra*#er (a#so "no*n as a (e! spider or (e! ro!ot) is a program or automated
sript *hih !ro*ses the (or#d (ide (e! in a methodia#) automated manner to pro+ide up-to-
date data-
Li%t o' Re'erence%(
Boo"s:
1. $ffeti+e $-'ai# 'ar"eting: 9he Comp#ete Guide to Creating Suessfu# Campaigns !y
;ershe## Gordon Le*is
6- %o!ert %ose) Joe Pu#i33i) Managing .ontent Marketing
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7- %e!ea Lie!) .ontent Marketing' Think like a (ublisher
(e!sites:
http:AAen-*i"ipedia-orgA*i"iASearhZengineZoptimi3ation
http:AAen-*i"ipedia-orgA*i"iASearhZ$ngineZ'ar"eting
http:AAen-*i"ipedia-orgA*i"iAContentZmar"eting
http:AA***-epresene-ieAser+iesAontent-mar"etingA
***-ontentmar"etinginstitute-om
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