Because learning changes everything.

Chapter 13
Digital and Social Media
Marketing

© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.
 Learning Objectives
LO 13-1 Understand the impact of mobile and social digital technologies on
consumers and marketing practices.
LO 13-2 Explain how search marketing contributes to digital marketing
strategy.
LO 13-3 Discuss how companies are employing social media marketing to
strengthen customer relationships and achieve business objectives.
LO 13-4 Explain the importance of content marketing in driving digital
marketing strategies.
LO 13-5 Discuss key performance indicators commonly utilized in managing
digital and social media marketing campaigns.
LO 13-6 Identify potential moral hazards arising from digital and social
media marketing and offer best practices for ethical
application of these tools.

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 Thought-Provoking Activity
READY?
• Do the activity. Answer the questions. Get points.
SET:
• You have four minutes.
GO!
• Random selection of two to three students.
1. Define social media. One significant feature of social media
is how quickly it diffused. How long did it take other
mediums? Why is this important?
2. What is a call to action? What are three ideas for improving
CTA conversion rates? Be specific.

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 Executive Perspective
Donielle Xu
Data Center Solution Principal
Dell EMC

• Her success: One, a strong work ethic. Two, she approaches her job from
the viewpoint of management. Three, she recognizes that every
relationship, whether personal or business, is a possible networking
opportunity.
• Her advice: Follow your passion.
• Marketing: The marketing team is creating collateral, promoting products
and solutions, and establishing a positive brand image, making her selling
job easier.
• Her brand: With an expertise and background in sales, marketing, and
sales support, she brings energy and enthusiasm to every role.

© McGraw Hill LLC Donielle Xu 4

 LO13-1
The Digital Marketing Revolution 1

Widespread diffusion of digital and social

technologies led to digital marketing. underlined

• Social media marketing.

underlined

Marketing to the “Always Connected” Consumer

• Powerful, unprecedented access to information,
commerce, and entertainment opportunities any time.
• Powerful information distribution ecosystems.

Access to the key term digital marketing Access to the key term Social media marketing

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 How Important Are Smartphones?

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© McGraw Hill LLC Source: Blue Corona, https://www.bluecorona.com/blog/mobile-marketing-statistics. 6

Social Media Platform Usage as a Percentage
of Total U.S. Adult Population

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© McGraw Hill LLC Source: Hootsuite, https://blog.hootsuite.com/facebook-statistics/ 7

 The Digital Marketing Revolution 2

Impact of Social Media on Individuals and Society

• Smartphones and social media make people less social
in face-to-face settings.
• Maslow’s hierarchy of needs: biological drive to seek out
social connections and establish a sense of belonging.
• Fear of missing out.
underlined

Access to the key term Fear of missing out

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 The Digital Marketing Revolution 3

Impact of the Digital Revolution on Marketing

Practice
Digital technology changed customer expectations.
Three categories of media investments:
• Paid media—advertising.
• Owned media—brand-controlled source, such as a website.
• Earned media—product reviews.
Brand democratization.
• Company-controlled brand management fading away.

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 Earned Media
Earned media, such as online reviews on Yelp, can provide
publicity for products and brands from ratings and comments
supplied by consumers. Publicity from earned media can help
future customers in their decision-making process.

© McGraw Hill LLC Chris Goodney/Bloomberg/Getty Images 10

 The Digital Marketing Revolution 4

Impact of the Digital Revolution on Marketing

Practice (continued)
Lowered barriers to market entry in many market sectors.
Marketers must produce relevant messages to each
consumer:
• Understand customer and provide valuable content.
• Make content visible in places where customers spend time.
• Make sure message is accessible to customer when they need it.

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 LO13-2
Search Marketing 1

First moment of truth (FMOT)—three to five

seconds.
Second moment of truth (SMOT)—actual
experience after purchase.
underlined Zero moment of truth (ZMOT)
• Online.
• Real time.
• Consumer is in charge.
• Emotional.

Access to the key term

Zero moment of truth (ZMOT)

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 Figure 13.1 Zero Moment of Truth (ZMOT), a
Term Coined by Google to Describe Today’s
Shopper’s Journey

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 Search Marketing 2

underlined Search Marketing Techniques

underlined Search Engine Optimization (SEO).
• Is the site structured in a way that search engines understand?
• Is it continuously updated with new and interesting content?
underlined Search Engine Marketing (SEM).
• Paid listings: 35 percent of spending for online advertisements.
underlined

• Google AdWords.

Access to the key term Search Engine Optimization (S E Access to the key term Search Engine Marketing (S E
Access to the key term Search Marketing
O) M)

Access to the key term Paid listings

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 Search Marketing 3

Search Marketing Performance Is Key to Online

Success
Search engines have two functions: build an index and
create a ranked list.
• Web crawlers.
More popular site = more valuable information.
The Golden Triangle.
Roughly two-thirds of organic online search activity is
derived from a mobile device.

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 Web Crawlers and Search Results Page

Search engines use programs

called web crawlers to
continuously crawl the Internet and
categorize website information.
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© McGraw Hill LLC (Left) Source: https://searchengineland.com/guide/what-is-seo; (Right) Source: Data from Fredrick Marckini’s Search Engine Strategies 2008 Toronto keynote. 16
 Figure 13.2 Heat Map of a Google Search Results
Page, Graphically Representing Data as Colors

© McGraw Hill LLC Source: http://www.findmybusiness.co.nz/why-you-must-be-at-the-top-of-the-search-results. 17

 LO13-3
Social Media Marketing 1

Social Media Marketing Channels

Understand differences between platforms and audiences.
Facebook most popular with both B2C and B2B marketers.
Rising use of niche platforms.
• TikTok, Twitch, and Houseparty.

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 Social Media Marketing 2

Social Media Marketing Strategy

Main purpose:
• Increase brand visibility—Blenders Eyewear.
• underlined Social media influencer.

• Grow customer engagement—Lego.

• Improve customer responsiveness and retention.
• underlined Social media monitoring—Netflix.

Access to the key term Social media influencer Access to the key term Social media monitoring

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 Figure 13.3 Top Social Media Platforms for
B2C and B2B Marketers

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© McGraw Hill LLC Source: Social Media Examiner, http://www.socialmediaexaminer.com/. 20

 Figure 13.4 Social Media Expectations for
Brands, by Age Group

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Source: Esteban Ortiz-Ospina and Max Roser, “Loneliness and Social Connections,” OurWorldinData.org, 2020, https://ourworldindata.org/ social-connections-and-loneliness [Online 21
© McGraw Hill LLC
 LO13-4
Content Marketing 1

underlined Content Marketing

• Content is the life blood of the social web.
• Needs to be valuable, relevant, and consistent.
Content Marketing Source and Techniques
• User-generated content.
underlined

• Branded content.
• Expert content.

Access to the key term Content Marketing Access to the key term User-generated content

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 Content Marketing 2

Types of Branded Content

• Blog.
underlined

• White paper.
underlined

• E-mail marketing.
underlined

• Webinars.
• Virtual trade shows.
• Video marketing.
underlined

Access to the key term Blog Access to the key term White paper Access to the key term E-mail marketing

Access to the key term Video marketing

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 Content Types Most Frequently Used
by B2C Marketers

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© McGraw Hill LLC Source: B2C Content Marketing Benchmarks, Insights for 2021. 24
 Creating Content
Although a product may be highly technical, you can still
write and create content that connects with your
audience on a popular level.

© McGraw Hill LLC Maxsattana/Getty Images 25

 Content Marketing 3

Trends in Branded Content Marketing

Infographics.
Live streaming.
Ephemeral content.
Emoji marketing.
underlined Location-based marketing.
• Adding relevance to content.
• Location-based service.
underlined

Access to the key term Location-based marketing Access to the key term Location-based service

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 Infographics
This infographic
details the use
of infographics
as a way of
distributing
information.

© McGraw Hill LLC Sergey Korkin/Shutterstock 27

 Location-Based Apps
Mobile applications by
popular ride-sharing
services, such as Uber
and Lyft, have created
great customer
experiences by
successfully
integrating location-
based technology with
an intuitive user
interface.

© McGraw Hill LLC Thomas Hatherway/Alamy Stock Photo 28

 LO13-5 Digital and Social Media Marketing Metrics
1

Digital Marketing Metrics

underlined Dashboards.
Search performance.
• Search engine rankings.
• Organic traffic.
• Cost per click (CPC).
• Traffic sources.

Access to the key term Dashboards

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 Digital and Social Media
Marketing Metrics 2

Digital Marketing Metrics (continued)

Website analytics.
• Site speed.
• Bounce rate.
• Engagement.
• Lead conversation rate.
• Returning visitors.

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 Digital and Social Media
Marketing Metrics 3

Digital Marketing Metrics (continued)

Content performance.
• Open rate.
• Click-through rate (CTR).
• Unsubscribe rate.
• Content downloads.

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 Digital and Social Media
Marketing Metrics 4

Social Media Marketing Metrics

Brand reach.
Brand mentions.
Share of voice.
Brand engagement.
Brand sentiment.
• Sentiment analysis (opinion mining).
underlined

Access to the key term Sentiment analysis

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 Social Media Dashboards
Services like Sprout Social help marketers track
digital and social media marketing performance by
crafting customizable performance dashboards.

© McGraw Hill LLC Wordstream 33

 Today’s Professional
Ross Hornish
SEO Manager
ServiceMaster
• His job: Positioning company brands as close as possible to the top of any
digital search, including social search, voice search, and personal assistants.
• Landing the job: Started making his own websites while earning his MBA and
realized that someone has to find a website for it to work.
• His success: The result of cross-training and understanding how different
areas in a company fit the whole corporate picture.
• His advice: Travel and get out of your comfort zone. Take risks. This will help
you understand that in a global economy not everyone thinks like you do.
• His brand: Digital—you have to live what you speak.
• Students’ success in digital environments: Learn how systems work and how
they will be integrated with marketing functions. Learn a programming
language.
© McGraw Hill LLC Ross Hornish 34
 LO13-6
Ethical Issues in Digital and Social Media
Marketing 1

Online Privacy and Information Security

Companies must be transparent and honest: need underlined

informed consent.
• Facebook and Cambridge Analytica.
Privacy data breaches and information security
• Large-scale privacy breaches negatively impact brand trust,
customer retention, and purchasing behaviors.
• Uber paid $148 million to settle a nationwide investigation of a
data breach event.

Access to the key term informed consent

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 Data Breaches
The Number of
Customer Data
Breaches and
Records Exposed
Each Year Is
Growing

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© McGraw Hill LLC Source: https://www.statista.com/statistics/273550/data-breaches-recorded-in-the-united-states-by-number-of-breaches-and-records-exposed/. 36

 Ethical Issues in Digital and Social
Media Marketing 2

Unethical Targeting of Digital Customers

• Marketers should be cautious when targeting populations
that may be considered vulnerable.
Ethical Best Practices in Social Media Marketing
• Remain transparent at all times.
• Never give cause for privacy concerns.
• Always credit when re-sharing someone else's content.
• Always divulge your affiliation.

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 Discussion Questions 1

1. What organization provides you with the most consistently

relevant content? How does this affect your purchasing
habits? Name an organization that does not provide
consistently relevant marketing content through social media.
What would you recommend it do differently?
2. What are the two main reasons you go online? If a company
were trying to reach you through digital and social marketing,
what recommendations would you give it?
3. Do you think the abundance of social media platforms used by
organizations makes it easier or harder to reach customers in
a meaningful way? Explain your answer.

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 Discussion Questions 2

4. What is a call-to-action (CTA) that led you to some action?

What made that specific CTA effective in influencing your
behavior?
5. Think of a company in the town where you live and develop a
strategy of how it could use geofencing to effectively promote
products to their target market.

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 Social Media Application
The use of social and mobile technologies provides marketers with
new tools that can simultaneously serve to (1) deepen customers’
brand engagement and (2) provide marketers with real-time
feedback about what tactics are resonating. Pick a company that is
located in the state where you live. Analyze that organization’s
social media platforms using the following questions as a guide:
1. What is the company doing to deepen brand engagement with
customers using social media?
2. Looking at the last month, what feedback have customers
provided on the firm’s marketing efforts?
3. Based on the social media feedback customers have
provided, what marketing recommendations would you make
to this company?

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 End of Main Content

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