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MODULE 4_Digital Marketing and customer engagement.pptx
- 1. MODULE 4 DIGITAL MARKETINGAND CUSTOMER ENGAGEMENT
- 2. • Digital MarketingStrategies 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 • Digitalmarketing 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. Digital marketing strategy Adigital 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 effectiveDigital Strategy • Understand your customer • Audit and assess • Focus on the end result • Review and refine
- 6. Effective Digital MarketingStrategies • Content Marketing • Social Media Marketing • SEO • Paid Advertising • Influencer Marketing • Email Marketing
- 7. Content Marketing • Contentmarketing 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 goalof 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 inSEO • Keywords • Backlinks • Links • Meta descriptions • Images
- 13. Paid Advertising Many channelsoffer paid advertising such as social media networks, search engines like Google through Google Ads along with pay-per- click (PPC) marketing.
- 14. Influencer Marketing • Influencermarketing 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 customerbehavior • Automated feedback collection • Data-driven decisions • Personalized customer experiences • Automated customer service relationships • Omnichannel service • Strong social media presence • Marketing automation
- 19. Types of CRMSystem • Collaborative CRM System • Operational CRM System • Analytical CRM System
- 20. 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.
- 21. 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.
- 22. Analytical CRM System Thisis 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.
- 23. Tools • Salesforce: AnalyticalCRM 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.