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CU-BSC.TTM-SEM-IV-Digital Marketing

Published by Teamlease Edtech Ltd (Amita Chitroda), 2021-10-20 17:21:02

Description: CU-BSC.TTM-SEM-IV-Digital Marketing

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A browser or program may be a computer-based system that indexes websitesusing some dedicated software. an enquiry engine offers an inventory of the results depending on the search terms and connectors employed by the user to access the specified content. This simple process is currently the foremost important pathway to access onlinecontent, while it becomes the marketing base for browsers: SEO and SEM.SEO stands for program optimization, and it refers to a group of techniquesapplied on a website— structure, code, content and links—to improve positioning inthe organic results of a concrete browser. SEM stands for program marketing, and this refers to a publicity system ofa browser offering users ads that are associated with their search terms. Unlike SEO, SEMoffers induced results (payment), albeit they're presented to the online surfer because thebest results of their search. 11.7 SUMMARY  Digital Space Management is all about categorizing, cataloging, centralizing, contextualizing and indexing every single high value object during a space, so it are often explored, discovered, organized and orchestrated in new ways.  Digital Space Management are often leveraged by humans and machines to assist better navigate spaces, avoid unsafe situations, increase efficiency of workers, automate businesses and permit machines and humans to figure side by side.  Space management addresses the management of three functional areas — assortment, merchandising and inventory.  Space management software may be a technology solution that organizations can use to trace and manage their land assets and everyone aspects of their physical space inventory. 11.8 KEYWORDS  VMSD- Visual Marketing and Store Design  IRDC-International Retail Design Conference  CIDQ-The Council for Interior Design Qualification  ASID- American Society of Interior Designer  NRF- National Retail Federation 11.9 LEARNING ACTIVITY 1. Discuss on space management in retail strategy _______________________________________________________________________ _______________________________________________________________________ 19 CU IDOL SELF LEARNING MATERIAL (SLM)

2. Discuss on travel agent as a Successful retailer in delivering a differentiated customer. _______________________________________________________________________ _______________________________________________________________________ 11.10 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define space management 2. What is data drive design? 3. What is multi- channel Mindset? 4. What is a layout strategy in space management? 5. Define Visual Merchandising strategy? Long Questions 1. Explain the need of space management in Web Marketing? 2. What is a retail store layout software? 3. Elucidate the retail layout design and planning resources? 4. Discuss on Visual merchandising strategy? 5. Explain the role of Multi-Channel Mindset? B.Multiple choice questions: 1. Accessing information on Internet is done mainly through the World Wide Web, a vast digital arena that has experienced constant expansion since it was created in__________ a. 1991 b. 1990 c. 1992 d. 1995 2. The most widely known directory was ___________ a. Gmail b. Hotmail c. Micro soft d. Yahoo 3. The current volume of websites is around 850 million by July__________ a. 2017 b. 2013 c. 2016 20 CU IDOL SELF LEARNING MATERIAL (SLM)

d. 2015 2. __________elevates information from a static representation of an area to a 3D digital twin that accurately represents the physical space a. Digital Space Orchestration b. Digital Space Management c. digital twins d. Digital marketing 3. NASA uses ___________ to duplicate systems in space for the aim of simulating and assessing conditions on board a spacecraft. a. Digital twins b. Digital Space Orchestration c. Digital marketing d. Digital Space Management Answers 1-a, 2-d, 3-d, 4-a, 5- a 11.11 REFERENCES  https://mailchimp.com/introducing-stores-and-appointments/  https://medium.com/authority-magazine/digital-space-management-verizons-jeff- frantz-s-big-idea-that-may-change-the-world-in-the-next-de7709703d2c  https://www.verizon.com/about/news/everything-connected-can-it-work-together  https://www.cmswire.com/digital-workplace/why-defining-the-digital-space-is- the-first-step-in-digital-transformation/  https://www.ashokcharan.com/Marketing-Analytics/~cm-space-management.php 21 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT –12: SOCIAL MEDIA MARKETING STRUCTURE 12.0 Learning Objective 12.1 Introduction 12.2 Segmentation of social media platforms 12.3 Simple steps for SMM 12.4 Success factors for SMM 12.5 Benefits of SMM 12.6 Social media marketing strategy 12.7 Measuring social media metrics 12.8 SMM courses and training 12.9 Social media plan 12.10 Summary 12.11 Keywords 12.12 Learning activity 12.13 Unit end questions 12.14 References 12.0 LEARNING OBJECTIVES After studying this unit, the student will be able to  Familiarize with the various segments in social media platforms and its success factors  Be aware the steps and benefits of SMM  Learn the social media marketing strategy 12.1 INTRODUCTION Social media marketing is that the action of making content to market your business and products on various social media platforms like Facebook, Instagram, and Twitter. Your unique content should be tailored to the precise platform it’s being shared on to assist you boost conversions and increase brand awareness. Social media marketing is all about meeting your audience and customers where they're and as they socially interact with one another and your brand. While social media marketing as an entire is incredibly valuable and beneficial to your business growth (as you will see within the following section), your strategy will differ supported which social networks your audience spends their time on. 1 CU IDOL SELF LEARNING MATERIAL (SLM)

In 2020, 42% of individuals used social media channels for marketing research. With younger generations getting more and more connected to social media, the quantity of marketing research done on these platforms is probably going to grow. In fact, 16 to 24- year-olds already conduct more marketing research on social than on search engines. Throughout the past few years, social media channels have embraced their new role as marketing research channels, devoting certain areas or features of their platforms to showcasing brands and products. For example, Facebook Ads is taken into account an alternate to Google Ads, YouTube may be a go-to site for learning about new products (and the way to use them), Instagram offers Shoppable posts, and Reddit users regularly participate in discussion threads about products and makes. And let's not forget Pinterest, which continues to position itself as a tool for advertisers by improving its ad software. 12.2 SEGMENTATION OF SOCIAL MEDIA PLATFORMS Before we dig deeper into social media marketing, let's segment the strategy by platform. Facebook Users: 2.2 billion Audience: Generation X and millennials Industry impact: B2C Best for: Brand awareness; advertising Twitter Users: 335 billion Audience: Primarily millennials Industry impact: B2B and B2C Best for: Public relations; customer service Instagram Users: One billion Audience: Primarily millennials Industry impact: B2C Best for: Natural-looking media, behind-the-scenes, and user-generated content; advertising LinkedIn 2 CU IDOL SELF LEARNING MATERIAL (SLM)

• Users: 645 million • Audience: Baby boomers, Generation X, and millennials • Industry impact: B2B • Best for: B2B relationships, business development, and employment marketing YouTube Users: 1.9 billion Audience: Millennials, closely followed by Generation Z Industry impact: B2C Best for: Brand awareness; entertainment, and how-to videos Snapchat Users: 300 million Audience: Primarily Generation Z Industry impact: B2C Best for: Brand awareness; advertising Pinterest Users: 250 million Audience: Primarily older millennials and younger baby boomers Industry impact: B2C Best for: Visual advertising; inspiration 12.3 SIMPLE STEPS  Choose the social network where your buyer personas are, and always optimize and test your content  You may want to create a post around a new offer or simply word it to attract users to your page.  Do a ‘dry run’ - try out your offer or call to action as an ordinary post and see what style and wording attract the most likes, shares, and comments before putting money behind them. 3 CU IDOL SELF LEARNING MATERIAL (SLM)

 Start with a simple image or video posts and track how many clicks and follows you get, before moving into the more complex and expensive formats, like a multi-image carousel or canvas ads. 12.4SUCCESS FACTORS OF SOCIAL MEDIA MARKETING Cheap - cost per click can start at as little as 5 cents Effective - Facebook ads can have a click-through rate up to nine times higher than banner ads on other sites Easy - you can have a campaign up and running in a couple of clicks Community management – you need to be prepared to deal with comments and bear in mind that some users can find business messaging in social spaces annoying. So your content will need to be respectful of that difference 12.5 BENEFITS OF SOCIAL MEDIA MARKETING  Allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email based advertising.  Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.  Accommodates personalized and direct marketing that targets specific demographics and markets.  Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately.  Ideal environment for a company to conduct market research.  Can be used as a means of obtaining information about competitors and boost competitive advantage.  Social platforms can be used to promote brand events, deals, and news.  Platforms can also be used to offer incentives in the form of loyalty points and discounts. There are a spread of reasons why your company should use social media marketing. the subsequent are the list of the four most beneficial reasons to think about . 1. Increase Brand Awareness In 2018, there have been over 3.2 billion people on social media globally. thanks to the sheer amount of individuals on social media, you'll see why ensuring your business is sharing content associated with your products also as details about your company via a platform or two has the potential to assist you improve brand awareness. 4 CU IDOL SELF LEARNING MATERIAL (SLM)

In fact, social media has been proven to spice up brand awareness by driving up engagement. Social engagement includes things like comments, likes, shares, and re- posts. Social media also helps you increase brand awareness by directing traffic straight to your site. you'll do that by including direct links to your website in your profile, bio, and posts. 2. Generate Leads and Boost Conversions Promoting and sharing your products on social media may be a simple thanks to improve lead generation, boost conversions, and increase sales because you’re advertising to people that have opted to interact with you by following your account. Here are some samples of ways you'll use social media to get more leads. Create contests for your visitors and followers to participate in on your social media profiles. Include links to your website and offers within the bio sections of your profiles. Host live videos to form announcements about products and supply updates or details about exciting news at your company. Implement a social media marketing campaign on one among your channels. Sell your products through your social profiles. for instance , you'll enable Facebook’s Shop Section or Instagram's Shopping feature on your profiles. These features allow your visitors and followers to click on products you’ve shared in posts to look at information like price, material, and size. Then, visitors can easily proceed to checkout through the platform and buy the merchandise directly from you. 3. Foster Relationships With Customers By connecting and interesting together with your social media followers, you’ll be ready to build lasting relationships between them and your business. you'll do that by interacting with them on your posts, responding to their questions and comments, and providing them with any help they'll need. You can also ask your followers questions on your products, their pain points, or create giveaways to assist you build trust and show them what proportion you value their input and support. 4. Learn From Competitors Social media may be a good way to stay tabs on your competitors — whether that’s in regard to their social media tactics, the products they’re promoting, the campaigns they’re implementing, or their level of interaction with followers. Social media allows you to urge a glance at what's and isn’t working for your competition, and thus helps you opt what should or shouldn’t change in terms of your 5 CU IDOL SELF LEARNING MATERIAL (SLM)

company’s approach. Lastly, reviewing the social accounts of your competitors can assist you confirm your marketing stands out and is exclusive to your brand. Conducting a competitive analysis are going to be useful to get how you'll beat the competition. 12.6 SOCIAL MEDIA MARKETING STRATEGY The following are the 5 steps on Social Media Marketing towards sustainable and positive impact on business 1. Research your buyer personas and audience 2. Determine which social platforms you’ll market on 3. Create unique and interesting content 4. Organize a schedule for your posts 5. Analyze your impact and results Let’s cover these steps in additional detail so you'll begin applying them to your business. 1. Research your buyer personas and audience. The first step to making a social media marketing strategy is to work out who your buyer personas and audience are so you'll target their needs and interests appropriately. to try to to this, believe the people you’re trying to succeed in and why, and the way you'd classify them as a gaggle . for instance , if your company sells trendy leggings and joggers, you would possibly classify your audience as millennials who wish to wear stylish athletic apparel regularly — a method referred to as athleisure. By considering your buyer personas and audience, you’ll then be ready to determine what content will attract the sort followers and customers you hope to realize and the way you'll create engaging content to stay your followers interested. 2. Determine which social platforms you’ll market on. As a social media marketer, it’s crucial you identify which platforms you’re getting to share your content on. There’s not necessarily a right or wrong answer when it involves which social channels your business should use — it’s more about the requirements of your audience and where they have a tendency to spend their time. “It's important to be where your audience of potential customers is today, and where they could be tomorrow. It's better to be before the curve than behind.” — Andrew Delaney, Social Media Marketing Manager at HubSpot For example, if you're going for that focus on audience of athleisure-loving millennials, you'll want to focus the bulk of your social media efforts on Instagram — this is often because millennials cover the most important portion of users on the platform. 3. Create unique and interesting content. 6 CU IDOL SELF LEARNING MATERIAL (SLM)

With the billions of social media users round the globe, there’s no doubt that a minimum of a number of your followers — or the people browsing your profile — have also seen your competitor’s content or that of other businesses in your industry. That’s why you want to have engaging social media content that stands out and provides viewers with a reason to click that “Follow” button and interact together with your brand. To help you get creative, consider the content your competitors are sharing and the way you'll uniquely promote your products. Also, cash in of the features offered by the platform you’re using. for instance, you'll create live videos on Facebook to share the newest details a few product launch or conduct a giveaway. Lastly, use your current customers and promoters to assist you generate content. you'll do that by re-posting their content or encouraging them to use a hashtag to share their own experiences and pictures together with your products. 4. Organize a schedule for your posts. One of the simplest ways to make sure your content is shared as planned is to use a social media management solution. These tools allow you to write down captions, prepare pictures and videos, and schedule posts beforehand. They also automatically share your content on schedule and monitor all post interactions and engagement for you. Social media management solutions prevent time and permit you to specialize in your other tasks. There are a number of solution options available — here are a few examples. 1) HubSpot HubSpot offers a social media tool — as part of the marketing software — to help you publish and monitor your content and create real connections with your followers. You can schedule and publish your content in advance and compare in-depth reports on your posts’ engagement to understand the performance of various platforms, types of content, and posting times. 2) Sprout Social Sprout Social is a social media marketing and management solution designed to help your team organize and plan content creation, manage campaigns, understand engagement, and review content reports and analysis. 3) Hootsuite Hootsuite is a social media management platform for finding, scheduling, managing, and reporting on your content. You can schedule posts in advance on all of your channels at once and measure your ROI with comprehensive content analysis. How often should you post on social media? Now, you might be wondering how often you should post content on your social media channels. 7 CU IDOL SELF LEARNING MATERIAL (SLM)

As a rule of thumb, you should only post on social when you have quality content to share. Meaning, there’s a reason you’re posting the content. This is how you’ll strike the right balance when it comes to your posting frequency. If you post too infrequently, you’re bound to be forgotten by your followers. If you post too frequently, you’ll likely become annoying to your followers. Both situations could potentially lead to a loss in followers and a decrease in engagement. To avoid this, there are plenty of studies and resources available explaining social media post frequency standards by industry and platform for you to follow. Every business is different, so find what works for your audience. Then, you can begin experimenting with more or fewer posts, as well as other factors such as the time of day you’re posting on social, to determine what provides the highest level of engagement. 5. Analyze your impact and results. One of the most important aspects of social media marketing is ensuring your efforts are successful in helping you meet your goals. To determine this, you’ll need to keep track of all of your posts, on every channel. You can do this by reviewing and managing your social media metrics. Social Media Metrics Social media metrics are data related to the success of your posts and your impact on your audience and customers on various platforms. These metrics may include data about your level of engagement, likes, follows, shares, and all other interactions on each platform. Here are 10 of the most important metrics for you to track: Engagement: This includes clicks, comments, likes, and replies on your social media posts. There also are platform-specific sorts of engagement like “Saved” posts on Instagram and “Pinned” posts on Pinterest. Reach: the number of individuals who have seen any content related to your page or profile is your reach. Followers: this is often the number of individuals you've got on your profile who have clicked your “Follow” button and see your content in their feeds regularly. Impressions: this is often the number of times a post from your profile or page is seen, whether or not your audience members click thereon. this is often what happens when someone is scrolling through their newsfeed, but not clicking on anything. Video views: On Facebook, Snapchat, Instagram, or the other social channel with video capabilities, this is often the number of views each gets. Profile visits: the number of individuals who have opened your social media page is your number of profile visits. 8 CU IDOL SELF LEARNING MATERIAL (SLM)

Mentions: this is often the number of times your profile has been mentioned by audience members in their posts. Tags: this is often when your audience adds the name of your company’s profile or your hashtag to a different post. Reposts: this is often when a member of your audience posts a bit of your content on their profile. Shares: These are the posts your followers and audience take from your profile and share with their network. You can influence all of those metrics, increase your social following, and improve overall engagement on your profile by using an equivalent tactics you'd to get leads and boost conversions. you'll also interact together with your followers more frequently by lecture them, tagging them in content, responding to their questions, liking their posts, encouraging them to use your hashtags, and share your content (and you'll also repost user-generated content). 12.7 MEASURING SOCIAL MEDIA METRICS Assessing the actions taken on social media is significant to live success and check whether the goals set are accomplished. As there's an outsized sort of measurable items for social media, KPIs must be concretely described and adjusted to the goals so as to develop a successful Social Media Plan; otherwise, there's a risk of going into vanity metrics that don't measure real performance. A KPI can cross-check different metrics to live an objective. forinstance, so as to understand whether popularity on Facebook has increased, one can use the number of hits or interactions with the brand during a particular period, compared to competitors or a previous period. Metrics usually revolve around the following factors: • Audience: community volume (e.g. Facebook fans, Twitter followers). This is one of the most basic metrics. Quantitatively, they can indicate the evolution of a community, but they do not offer qualitative data about it. • Scope: this is related to the size of the community, although it really measures direct amplification. It can be measured on Facebook through the number of shares, on Twitter with retweets, etc. • Engagement: this is one of the most highly valued metrics; it measures the degree of engagement of the audience with the brand. It helps detect stakeholders and real fans. 9 CU IDOL SELF LEARNING MATERIAL (SLM)

• Influence: this measures the repercussion that is generated in the audience, so that it can be seen as part of engagement. One of the most widely used KPIs to measure influence is the Klout Index. • Interaction: this is a complex metrics because it involves engagement and brand perception. On Facebook, for example, this is measured by PTAT (people talking about this), a metrics that counts the users that in some way have interacted with the brand. You can review social media metrics in a variety of ways, For example, you can use the analytics tools built into the various platforms you use. Here are a few examples:  Twitter Analytics  Facebook Analytics  Instagram Insights You might also prefer to use analytics and tracking tool like Google Analytics. this is often an excellent option if you would like to trace your social media and website metrics. Lastly, many social media scheduling solutions — as we reviewed earlier — have monitoring and tracking features automatically inbuilt. All of those metrics tracking tools will offer you a far better understanding of what your followers and audience respond well to and what you ought to consider modifying to enhance engagement. Now that we’ve reviewed the advantages of social media marketing and the way to create your strategy, let’s mention the varied resources available to assist you along the way. Social Media Marketing Resources There are a plethora of social media marketing resources you'll use to create a social strategy for your company. You’re sure to feel more confident about performing on your company’s social media marketing initiative with the assistance of the subsequent courses, training, and books. 12.8 SOCIAL MEDIA MARKETING COURSES AND TRAINING Here are three ways to earn an education in the field of social media marketing if you feel it’s necessary for your specific business situation. 1. Earn a degree. Although there isn’t necessarily a “social media marketing degree” for undergraduates, there are online courses offered at a number of different schools and institutions you can take to earn a certificate, Micro Master’s or master’s degree in the field. 2. Use an online learning website. Lynda is another great educational resource. This online learning website offers training, tutorials, and courses on a wide variety of topics within the field of social media marketing. 10 CU IDOL SELF LEARNING MATERIAL (SLM)

3. Earn a certificate administered by a company. You might choose to earn a certificate from a company — such as HubSpot's social media certification. This free certification teaches you how to engage with your customers and improve conversions. You’ll also get a better understanding of how to develop your strategy, extend your reach, and measure your social media ROI. 4. Social Media Marketing Books Reading relevant content about social media marketing is another great way to learn more about the field. Here are a few examples of some highly regarded books on the topic. 1. Likable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook by Dave Kerpen 2. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk 3. The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More by Kipp Bodnar 12.9SOCIAL MEDIA PLAN A Social Media Plan (SMP) is that the master document that guides an organization’s presence on social media, and it covers all aspects to be considered when fixing , maintaining and integrating social networks within the organization’s digital marketing strategies. Therefore, any Social Media Plan must be in line with the marketing plan. A Social Media Plan may be a living document that needs close control thanks to the liveliness of the virtual world during which it's implemented. This document usually follows a comparatively stable structure including goal setting, sorts of audiences, platforms, strategies and tools, and output measurement. With output measurement, the entire process begins anew. 11 CU IDOL SELF LEARNING MATERIAL (SLM)

Goals Apart from following SMART criteria when they are discussed, the goals of a marketing plan must cover three different nonexclusive targets: • Visibility: making the brand popular (e.g., more Facebook hits). • Sales: to increase sales or leads through a specific platform (e.g., to turn visits to the site into actual sales through twitter links to products of an online shop). • Loyalty: to preserve an audience that has already been attracted (e.g., through a media- based customer support service). Audience The objectives must be targeted at a specific audience. The more you know theorganization knows its target audience, the more possibilities it has of fosteringefficient communication and forging a significant relationship. In the case of socialmedia, most of these data are given by the users themselves when they create theirprofiles. Data are further defined by actions and interactions among users in social platforms and, generally speaking, on the Web. It is also common to use statistics portals to select more specific audiences. Channels Goal setting and a definition of target audiences give insights into the channels to be used for our social media marketing strategy. To materialize this decision in an efficient way, each of the suggested platforms should be schematically analysis in a dedicated document. This document must include the type of user, topic of interest, type of format and languages, segmentation possibilities, and the best timings for marketing communications. Defining a Strategy 12 CU IDOL SELF LEARNING MATERIAL (SLM)

The time has come to define specific actions for the strategy. In this phase, actions to be undertaken, the type of content to be disseminated through social media and the editorial calendar of such content will be planned. Some of the rules and techniques used for content on social media during the drafting of the marketing plan are Pareto’s principle, marketing content, branded content, content curation, competitions or customer support, among other. Content Marketing: these are actions to create and disseminate relevant and useful content to raise interest in the audience and attract them, instead of interrupting them so that they buy products and services. Despite the fact that content marketing is not a new phenomenon—see the monthly magazines of airlines—it has boomed with Web 2.0. Through their own media, brands disseminate useful and quality content to attract and retain qualified traffic. Content must be of quality and useful, must have the brand personality and be multiformat and segmented. Furthermore, content marketing tries to change users into sneezers, expandingthe scope of the brand beyond its own channels. Formats to implement this strategy are varied: from more traditional formats such as white papers, e-books or specialized magazines to other types of formats specific to the digital world such as podcasts or videos, or other types of content with higher virality such as infographics or memes. Content Curation: this is the process of collecting, selecting, organizingand adapting the relevant information on certain topics or trends on the Web to be published in an attractive and significant way. Content curation allows the company to be constantly updated and know new Web features, especially in terms of its audiences, while it saves time in the process of content creation. Having a content curator can help brands design their content action plan andindicate possible developing lines depending on the topics of their audiences in the social conversation or who they follow on the Web. Tools such as Google Alerts or Google Trends and Mention, RSS readers such as Feedly or bookmarks such as Scoop or Delicious enhance identification and selection of topics of interest. Customer Support: customers come to brands through social media looking for direct, useful, fast and effective contact. Thus, managing customer support through2.0 platforms completes the customer experience with the brand. Social networks allow for direct and instant contact with the company, fulfilling the concrete need of the customer at a critical point that, if successfully handled, can generate loyalty from the user, or undo a conversion otherwise. In both cases, the user can comment online about their experiences with the company and enlarge the scope of their experience. Competitions: they are one of the best tools to promote an organization’s presence on social media, especially during product launch. In order to properly manage competitions, the following needs to be considered: 13 CU IDOL SELF LEARNING MATERIAL (SLM)

• Competition strategy: it must be adapted to the possibilities of each social media. Using 2.0 specific services for competitions such as Cool Tabs orOfferpop for Facebook is encouraged. • Regulations: they have to be clear and concise and provide a detailed explanation of the operations, dates, participation, award, etc. • Prize: it must be attractive and therefore encourage participation. If a product or service by the company is given as prize, it can not only reduce the competition cost, but also help convert a user into a customer and afterwards into a fan. Pivoting Once the actions implemented are evaluated and therefore the accomplishment of goals has been checked, some conclusions must be drawn in order that the organization can pivot, integrating precise changes in its marketing strategy on social media. Social Media Advertisement Most social networks entertainment industry models supported advertising. If we deem granted that a social network manager may be a massive database, with large amounts of qualitative data from its users, using them allows brands for micro segmentation of their advertising actions. Facebook is that the king of segmentation. Its advertising platform, Facebook Ads, allows for a delimitation of the audience of every ad counting on location, age, sex, languages and even interests and behaviors. Facebook is that the social network with more data on its users. the essential data filled in by the user alone within the process of registration on Facebook includes name, e-mail, sex and age of the new user. Facebook advertising formats are inserted either on the sidebar on the right-hand side of the platform itself or on the users own timeline (Web and mobile), also as on the logout page. These adverts must be identified intrinsically, while their goal is to foster the maximum amount interaction with users as possible. They thus attempt to increase engagement, lead users to an internet site or special offers, get more likes on pages, app downloads... etc. Twitter, on the opposite hand, has less information on users; therefore, its segmentation capacity is lower. However, through its advertisement platform, Twitter Ads, they need launched some highly efficient publicity formats. this is often the case of Twitter cards, a format that specialize in promoted tweets to get tweet engagement, website clicks or conversations, app installs or app engagements, followers or leads on Twitter, to call a couple of. Other advertisement formats on Twitter are promoted accounts, which are placed on the profile recommendation section, or sponsored trending topics on the list of topics at a specific point in time. 14 CU IDOL SELF LEARNING MATERIAL (SLM)

12.10 SUMMARY  A Social Media Plan (SMP) is that the master document that guides an organization’s presence on social media, and it covers all aspects to be considered when fixing, maintaining and integrating social networks within the organization’s digital marketing strategies. Therefore, any Social Media Plan must be in line with the marketing plan.  Assessing the actions taken on social media is significant to live success and check whether the goals set are accomplished.  Most social networks entertainment industry models supported advertising.  Facebook is that the king of segmentation.  Its advertising platform, Facebook Ads, allows for a delimitation of the audience of every ad counting on location, age, sex, languages and even interests and behaviors 12.11 KEYWORDS • OBA: Online Behavioral Advertising • API: a set of operations and instructions released by software to interact with it and access higher quantity of data and options • Customization: a modification made to something to suit a particular individual or task • CPC: cost per click 12.12 LEARNING ACTIVITY 1. Discuss on social media Metrics _______________________________________________________________________ _______________________________________________________________________ 2.Discuss on Various social media marketing courses and training institutes in India _______________________________________________________________________ _______________________________________________________________________ 12.13 UNIT END QUESTIONS A. Descriptive Questions 15 Short Questions 1. Define strategy? 2. Define an Audience? CU IDOL SELF LEARNING MATERIAL (SLM)

3. What is social media plan? 4. What is a social media Marketing? 5. What is social media Metrics? Long Questions 1. Benefits of SMM 2. Social media marketing strategy 3. Measuring social media metrics 4. Discuss in short about the social media plan 5. Discuss the courses available for social media marketing in India? B. Multiple choice questions 1. _____________ marketing is the action of creating content to promote business and products on various social media platforms like Facebook, Instagram, and Twitter a. Social Media b. Digital Media c. Traditional Media d. Online Media 2. In _________, there were over 3.2 billion people on social media globally a. 2015 b. 2019 c. 2017 d. 2018 3. Social media has been proven to boost _________ a. Brand awareness b. Brand loyalty c. Brand information d. Status of the brand 4. Asa rule of thumb, you should only post on social when you have ________ content to share a. Quantity b. Quality c. Product d. Informative 5. _________, on the other hand, has less information on users 16 a. Snapchat CU IDOL SELF LEARNING MATERIAL (SLM)

b. Linked-in c. Instagram d. Twitter Answers 1-a, 2-d, 3-a, 4-b, 5-c 12.14 REFERENCES  Chaffey, D. and Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation, and Practice. 1st ed. Harlow: Pearson Education.  Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Ed. 3. 1st ed. Kogan Page.  Schiele, Kristen; Chen, Steven (2018-03-26). \"Design Thinking and Digital Marketing Skills in Marketing Education: A Module on Building Mobile Applications\". Marketing Education Review. 28 (3): 150– 154. doi:10.1080/10528008.2018.1448283. ISSN 1052- 8008. S2CID 169359274.  Staton, Mark G. (2015-12-07). \"Improving Student Job Placement and Assessment Through the Use of Digital Marketing Certification Programs\". Marketing Education Review. 26 (1): 20– 24. doi:10.1080/10528008.2015.1091665. ISSN 1052- 8008. S2CID 167964641.  Liu, Xia; Burns, Alvin C. (2018-01-02). \"Designing a Marketing Analytics Course for the Digital Age\". Marketing Education Review. 28 (1): 28– 40. doi:10.1080/10528008.2017.1421049. ISSN 1052- 8008. S2CID 169752871.  Jump up to:a b Kannan, P.K.; Li, Hongshuang “Alice” (2017). \"Digital marketing: A framework, review and research agenda\". International Journal of Research in Marketing. 34 (1): 22–45. doi:10.1016/j.ijresmar.2016.11.006.  Jump up to:a b c Doyle, Charles, 1959- (2016). A dictionary of marketing. Oxford University Press. (Fourth ed.). Oxford. ISBN 978-0-19-180022- 1. OCLC 957198795.  Jump up to:a b c Kyle, Huggins (2017). \"Seismic Shifts in the Sharing Economy: Shaking Up Marketing Channels and Supply Chains\". Journal of Marketing Channels. 24 (3): 3– 12. doi:10.1080/1046669X.2017.1346973. S2CID 158667931.  Jump up to:a b Herndon, Neil C. (2017). \"The Sharing Economy: Opportunities and Challenges for Marketing Channels and Supply 17 CU IDOL SELF LEARNING MATERIAL (SLM)

Chains\". Journal of Marketing Channels. 24(1–2): 1– 2. doi:10.1080/1046669X.2017.1346970.  Jump up to:a b Thomas, Martin (2017). \"Domains of Digital Marketing Channels in the Sharing Economy\". Journal of Marketing Channels. 24 (27): 27–38. doi:10.1080/1046669X.2017.1346977. S2CID 158277744.  https://www.thehindubusinessline.com/info-tech/indias-active-internet- population-likely-to-reach-900-million-by-2025-report/article34714569.ece  https://storage.googleapis.com/wzukusers/user34065638/documents/5cd9227 026171P47vYKC/04-IBMJ%20Vol1%20Issue4%2004.pdf  https://www.digitalmktgblog.com/  https://lastmomenttuitions.com/course/instagram-marketing-crash-course/  https://www.business-standard.com/article/technology/active-internet-users- in-india-likely-to-reach-900- 18 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT – 13: UX DESIGN STRUCTURE 13.0 Learning Objective 13.1 User Experience 13.2 7 Factors influencing User Experience 13.3 Pro Tips 13.4 Digital customer experience vs Customer Experience 13.5 Summary 13.6 Keywords 13.7 Learning activity 13.8 Unit end questions 13.9 References 13.0OBJECTIVE After studying this unit, the student will be able to  Be aware of the importance of user experience in digital world  Learn the major factors influencing the user experience  Understand Characteristics of Usable products  Analyze Digital customer experience 13.1 USER EXPERIENCE In general, user experience is just how people feel once they use a product or service. In most cases, that product is going to be an internet site or an application of some form. Every instance of human-object interaction has an associated user experience, but, generally, UX practitioners have an interest within the relationship between human users and computers and computer-based products, like websites, applications and systems. In times gone, product design was simple; designers built stuff they thought was cool which they hoped their clients would really like . Unfortunately, there are two problems thereupon approach. the primary is that, back then, there was far less competition for people's attention online. The second is that there is no consideration for the user of the merchandise in the least therein approach—the success or failure of a development project was right down to |all the way down to\"> right down to luck the maximum amount because it was down to the judgement of the planning team. Focusing on UX enables design to specialize in the user. It increases the probabilities of a project's success when it finally involves market, not least because it doesn’t gamble on the religion of users in taking to a product simply because it’s a name. 1 CU IDOL SELF LEARNING MATERIAL (SLM)

A UX designer is someone who investigates and analyzes how users feel about the products he or she offers them. UX designers then apply this data to development so as to make sure that the user has the simplest possible experience with a product. UX designers conduct research, analyze their findings, inform other members of the event team of their findings, monitor development projects to make sure those findings are implemented, and do far more. The main methodology want to guarantee the user experience in most projects is user- centered design. Simply put, user-centered design is all about designing with the users’ needs and expected behaviors in mind. it is vital for us as UX designers to recollect that user- centered design may be a means of achieving good UX—and not the sole methodology or tool that one can use to make sure optimal UX during a project. 13.2 7 FACTORS INFLUENCING USER EXPERIENCE 1. Useful 2. Usable 3. Findable 4. Credible 5. Desirable 6. Accessible 7. Valuable User Experience (UX) is critical to the success or failure of a product within the market, but what can we mean by UX? only too often, UX is confused with usability, which describes how easy a product is to use. While it's true that UX as a discipline began with usability, UX has grown to accommodate far more than usability, and listening to all or any facets of UX so as to deliver successful products to plug is significant. There are seven factors that describe user experience, consistent with Peter Morville, a pioneer within the UX field who has written several best-selling books and advises many Fortune 500 companies on UX. Morville arranged the seven factors into the ‘User Experience Honeycomb’, which became a famous tool from which to know UX design. 1. Useful If a product isn’t useful to someone, why would you like to bring it to market? If it's no purpose, it's unlikely to be ready to compete for attention alongside a market filled with purposeful and useful products. It’s worth noting that ‘useful’ is within the eye of the beholder, and things are often deemed ‘useful’ if they deliver non-practical benefits like fun or aesthetic appeal. 2 CU IDOL SELF LEARNING MATERIAL (SLM)

Thus, a video game or sculpture could also be deemed useful albeit neither enables a user to accomplish a goal that others find meaningful. within the former case, an adolescent could also be using the game to vent angst after a tough exam at college; within the latter, an gallery visitor may ‘use’ the sculpture to teach herself on the artist’s technique or tradition, gaining spiritual pleasure at an equivalent time from viewing it. 2. Usable Usability cares with enabling users to realize their end objective with a product effectively and efficiently. A video game which needs three sets of control pads is unlikely to be usable as people, for the nonce a minimum of , only tend to possess two hands. Products can succeed if they're not usable, but they're less likely to try to to so. Poor usability is usually related to the very first generation of a product—think the primary generation of MP3 players, which have since lost their market share to the more usable iPod. The iPod wasn’t the primary MP3 player, but it had been the first—in a UX sense, at least—truly usable MP3 player. The 5 Characteristics of Usable Products Whitney Queensberry, the UX and Usability Expert and former President of the Usability Professional’s Association (UXPA), offers 5 criteria that a product must meet so as to be usable:  Effectiveness  Efficiency  Engagement  Error Tolerance  Ease of Learning 3. Findable Findable refers to the thought that the merchandise must be easy to seek out , and within the instance of digital and knowledge products, the content within them must be easy to seek out , too. the rationale is sort of simple: if you can't find the content you would like during a website, you’re getting to stop browsing it. If you picked up a newspaper and every one the stories within it were allocated page space randomly, rather than being organized into sections like Sport, Entertainment, Business, etc., you'd probably find reading the newspaper a really frustrating experience. an equivalent is true of hunting down LPs during a vintage music store—while some may find rifling through randomly stocked racks of various artists’ offerings a part of the fun and ritual, many 3 CU IDOL SELF LEARNING MATERIAL (SLM)

folks would rather scan through alphabetically arranged sections, buy what we would like , get out and obtain on with our day. Time tends to be precious for many humans, thanks largely to a touch factor called a ‘limited lifespan’. Findability is thus vital to the user experience of the many products. 4. Credible Twenty-first-century users aren’t getting to offer you a second chance to fool them— there are many alternatives in nearly every field for them to settle on a reputable product provider. they will and can leave during a matter of seconds and clicks unless you give them reason to remain . Credibility relates to the power of the user to trust within the product that you’ve provided—not just that it does the work it's alleged to do, but also that it'll last for an inexpensive amount of your time which the knowledge given it's accurate and fit-for-purpose. It is nearly impossible to deliver a user experience if the users think the merchandise creator may be a lying clown with bad intentions—they’ll take their business elsewhere instead, very quickly and with very clear memories of the impression that creator left in them. Incidentally, they'll well tell others, either en passant or more intentionally, within the sort of feedback, so on warn would-be customers, or ‘victims’ as they might view them. 5. Desirable Skoda and Porsche both make cars. Both brands are, to some extent, useful, usable, findable, accessible, credible and valuable—but Porsche is far more desirable than Skoda. this is often to not say that Skoda is undesirable; they need sold tons of cars. However, given a choice of a replacement Porsche or Skoda for free of charge , most of the people will choose the Porsche. Desirability is conveyed in design through branding, image, identity, aesthetics, and emotional design. The more desirable a product is, the more likely it's that the user who has it'll brag about it and make desire in other users. Yes, we’re talking about envy here; whilst we will salute Skoda’s indomitable spirit—not least for having made very innovative strides and made the foremost of resources behind the Iron Curtain—we’ll tend to yearn after the opposite car here, the one that screams ‘Look at me!’ and is pure power and affluence on four wheels. 6. Accessible Sadly, accessibility often gets lost within the mix when creating user experiences. Accessibility is about providing an experience which may be accessed by users with a full range of abilities—this includes those that are disabled in some respect, like the hearing, vision, motion, or learning impaired. 4 CU IDOL SELF LEARNING MATERIAL (SLM)

Designing for accessibility is usually seen by companies as a waste of money—the reason being the enduring misconception that folks with disabilities structure a little segment of the population. In fact, consistent with the census data within the us , a minimum of 19% of individuals had a disability in 2010, and it's likely that this number is higher in less developed nations. That’s one in five people within the audience for your product who might not be ready to use it if it’s not accessible—or 20% of your total market! It’s also worth remembering that once you design for accessibility, you'll often find that you simply create products that are easier for everybody to use, not just those with disabilities. Don’t neglect accessibility within the user experience; it’s not almost showing courtesy and decency—it’s about heeding sense, too! Finally, accessible design is now a legal obligation in many jurisdictions, like the EU. Failure to deliver accessibility in designs may end in fines. Sadly, this obligation isn't being enforced as often because it should be; all an equivalent, the road of progress lies before us. 7. Valuable Finally, the merchandise must deliver value. It must deliver value to the business which creates it and to the user who buys or uses it. Without value, it's likely that any initial success of a product will eventually corrode because the realities of natural economics start to undermine it. As designers, we should always bear in mind that value is one among the key influences on purchasing decisions. A $100 product that solves a $10,000 problem is one that's likely to succeed; a $10,000 product that solves a $100 problem is way less likely to try to so. The success of a product depends on quite utility and usefulness alone. Products which are usable, useful, findable, accessible, credible, valuable, and desirable are far more likely to succeed in the marketplace. Your website is your chance to point out off exactly what your brand is all about and connect together with your customers on your home turf. Here’s where you would like your customers to travel for information, helpful content, and buy your products. Your conversion rate is that the number of tourists to your site that finishes up converting into leads through a form submission. Thinking about user experience when you’re putting your site together means you'll help visitors find which product is true for them, help them decide yours is that the brand they 5 CU IDOL SELF LEARNING MATERIAL (SLM)

need to shop for from or help them confine touch — for instance, by signing up for a newsletter. So check your site’s analytics and note how people are behaving on your site - where they click, which pages they spend the foremost time on. Your overall user experience probably needs improvement if you see a high bounce rate (people leave the location after clicking on just one page) or a coffee dwell time (if it’s but 30 seconds, it’s likely visitors haven’t found what they’re looking for). Check that your pages load quickly - every second counts when it involves keeping someone’s attention. It’s better to possess less functionality or simpler design so as to stay pages loading quickly Ensure your calls to action - newsletter signups, buy buttons for products - are emphasized through attractive, logical design More people are ditching desktop computers to urge online via phone or tablet, so ensure your website can automatically resize for smaller screens, and works well with tapping, swiping, and one-handed operation 13.3 PRO TIPS Less need to drive traffic - if visitors to your site are buying from you easily, you don’t need to spend as much effort and money on other ways to attract more visits. Cost-effective - a good conversion rate means you get more bang from bucks spent (i.e., higher return on investment) on the advertising that lured visitors to your site in the first place. Builds brand loyalty a great user experience encourages return visits. Builds brand loyalty - a great user experience encourages return visits. Tricky to master - creating a brilliant user experience involves a keen eye for design, copy, and user friendliness. An ongoing process - there’s no one-size-fits-all solution, and you’ll have to monitor how visitors are using your site. Test, and test again - try using growth-driven design principles to improve your website’s user experience. 13.4DIGITAL CUSTOMER EXPERIENCE VS. CUSTOMER EXPERIENCE The broad umbrella of customer experience (CX) can cover anything from traditional customer service channels to new digital interfaces that folks use to interact with companies. Digital customer experience (DCX) focuses on the latter, including both 6 CU IDOL SELF LEARNING MATERIAL (SLM)

front-end services and back-office process optimization that ultimately benefits customers. Because both concepts are intensely focused on meeting customer expectations, they overlap as often as digital and non-digital neutralize today’s world. it's going to be more useful to clarify what digital customer experience isn’t, in order that companies can confirm they need the proper mindset in their approach to DCX strategy. Common Misconceptions About Digital Customer Experience Customers care about digital. In fact, customers don’t consider their experience in digital and non-digital categories. they need to access companies within the most convenient way possible, no matter channel. DCX is about technology and strategy. Culture outweighs strategy when it involves DCX. Companies with the proper technology still got to embrace a customer-centric view of their business so as to successfully improve digital customer experiences. Most discussions of digital transformation hit on this significant point in greater depth. DCX is about sales and marketing. consistent with Forrester analysts, most digital experience platforms focus most of their resources on sales, marketing and commerce while neglecting customer service, retention loyalty and engagement functions. this might lead companies to associate good DCX with sales and marketing, but creating experiences that apply to the whole customer lifecycle may be a critical a part of business today. DCX is restricted to digital-only brands. All businesses got to become digital businesses if they need to participate within the current digital economy. Forrester describes the importance of “digitally-based customer experiences rooted in operational excellence”, emphasizing that using digital technology as a basis for all customer experience can drive revenue and growth in most businesses, not just digital-only brands. Managing the Digital Customer Experience Given that DCX and CX so often overlap, some have asked whether managing the digital customer experience is even relevant. There are two approaches to consider: Focus on the holistic customer lifecycle, giving equal attention to the way digital and non-digital experiences complement one another and optimizing both. This approach treats DCX as only one a part of the general customer experience strategy. Focus totally on digital customer experience. a piece of writing within the Harvard Business Review asserts that “this isn’t merely a subset of customer experience, and an honest customer experience strategy doesn’t equate to an honest digital customer experience strategy.” It goes on to argue that online and offline consumers have different needs and expectations, which is what makes attention on better DCX so important — companies can’t assume that their work to enhance customer experience will translate 7 CU IDOL SELF LEARNING MATERIAL (SLM)

well to digital experiences. However, it also assumes that there's a transparent line between online and offline, which is increasingly untrue as channels merge and intersect throughout the customer journey. Both approaches have value, counting on your audience and therefore the maturity of your digital touchpoints. If your customers are primarily digital, but your digital services are below standard for your industry, an initial specialize in DCX will get you up to hurry faster, whereas a more mature digital business might want to require a holistic approach so as to stay its CX strategy unified. Either way, customers have high expectations for quality of service, which makes it crucial for businesses to enhance their ability to deliver great digital customer experiences. Inconsistency during this area frustrates users and erodes loyalty, which can impact overall customer experience whether you manage it separately from DCX or not. 13.5 SUMMARY  A UX designer is someone who investigates and analyzes how users feel about the products he or she offers them.  UX designers then apply this data to development so as to make sure that the user has the simplest possible experience with a product.  UX is confused with usability, which describes how easy a product is to use. While it's true that UX as a discipline began with usability, UX has grown to accommodate far more than usability, and listening to all or any facets of UX so as to deliver successful products to plug is significant.  The broad umbrella of customer experience (CX) can cover anything from traditional customer service channels to new digital interfaces that folks use to interact with companies. 13.6 KEYWORDS  Customer retention and loyalty:Monitor customer churn and loyalty to measure how you’re doing with your intended audience  CSAT: Customer Satisfaction - measures customer satisfaction with a specific product or service  Personalization Platforms:Powered by marketing-specific and proprietary artificial intelligence and machine learning, personalization platforms convert rich customer profile data into individualized engagement  Helpdesk Platforms:Provides a central repository for all customer support interactions in one accessible database 8 CU IDOL SELF LEARNING MATERIAL (SLM)

13.7 LEARNING ACTIVITY 1. Discuss the difference between digital customer experience and customer experience _______________________________________________________________________ _______________________________________________________________________ 2. Discuss on the Factors influencing user experience on UX designs _______________________________________________________________________ _______________________________________________________________________ 13.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. What is user experience? 2. What are the factors influencing user experience? 3. What is Credible in user experience? 4. What is Pro-Tips? 5. What is digital customer experience? Long Questions 1. List and explain the factors influencing User experience 2. Mention the 5 characteristics of usable products 3. Explain the importance of accessibility in User experience 4. Mentions the difference between Digital customer experience and Traditional customer experience? 5. describes the importance of “digitally-based customer experiences rooted in operational excellence. B. Multiple choice questions 1. A ___________ is someone who investigates and analyzes how users feel about the products he or she offers them a. UX Design b. Social Media Manager c. Digital Marketing Specialists d. Animation Designer 2. ___________ relates to the power of the user to trust within the product that you’ve provided a. Accessibility b. Credibility 9 CU IDOL SELF LEARNING MATERIAL (SLM)

c. Usability d. Findability 3. __________refers to the thought that the merchandise must be easy to seek out , and within the instance of digital and knowledge products a. Accessibility b. Credibility c. Usability d. Findability 4. _____________ is conveyed in design through branding, image, identity, aesthetics, and emotional design a.Accessibility b.Credibility c.Desirability d.Find ability 5. A better customer experience strategy doesn’t equate to a better______________ strategy a. Digital Customer Experience b. User Experience c. Accessibility d. Usability Answers 1-a, 2-b, 3-b, 4-3, 5-a 13.9REFERENCES  Key, Thomas Martin (2017-04-03). \"Domains of Digital Marketing Channels in the Sharing Economy\". Journal of Marketing Channels. 24 (1–2): 27– 38. doi:10.1080/1046669X.2017.1346977. ISSN 1046-669X. S2CID 158277744.  Toffler A (1980) The third wave. New York: Bantam Books  Kotler P (1986) The Prosumer Movement: a new change for marketers. NA- Advances inconsumer research, 13:510–513  Shultz C, Holbrook M (1999) Marketing and the tragedy of the commons: a synthesis,  commentary, and analysis for action. J Public Policy Marke 18(2): 218–229 10 CU IDOL SELF LEARNING MATERIAL (SLM)

 Kotler P (1967) Marketing management: analysis, planning, and control. New Jersey: Pearson  Prentice HallRust RT, Lemon K N, Zeithaml VA (2004) Return on marketing: using customer equity tofocus marketing strategy. J mark 68(1):109–127  McCarthy EJ (1964) Basic marketing, a managerial approach. Illinois: R.D. Irwin  Lauterborn B (1990) New marketing litany: four Ps passé; C-Words take over. Advert Age 61(41):26  American Marketing Association (2013, July) Definition of marketing.https://www.ama.org/  AboutAMA/Pages/Definition-of-Marketing.aspx. Accessed 31 July 2015  Krishnamurthy S (2006) Contemporary research in e-marketing. Hershey: Idea Group Inc  (IGI)Osterwalder A., Pigneu Y (2010) Business model generation: a handbook for visionaries. NewJersey: Wiley  Doran GT (1981) There’s a SMART way to write management’s goals and objectives. Managrev 70(11):35–36  Strong EK (1925) The psychology of selling and Advertising. New York: McGraw-HillRogers (2011) The network is your customer: five strategies to thrive in a digital age. NewHaven: Yale University Press  https://www.liferay.com/resources/l/digital-customer-experience  https://www.connectionmodel.com/blog/why-blogging-is-an-important-part-of- digital-marketing  https://www.accuracast.com/articles/social-marketing/what-is-blog-marketing/  https://www.vezadigital.com/post/why-blogging-is-a-powerful-key-component- to-any-digital-marketing-strategy  https://www.bmconsulting.in/blog/why-blogging-is-an-important-part-of-digital- marketing/  https://mailchimp.com/resources/how-to-do-keyword-research/  https://neilpatel.com/blog/search-vs-social/  Understanding Digital Marketing—Basics and Actions  https://www.optimizely.com/optimization-glossary/search-engine-marketing/  https://www.thebalancesmb.com/blog-marketing-1794404  https://www.gsearchinc.com/all-you-need-to-know-about-classified-seo-ads/  http://www.seotrafficspider.com/classified-adposting.php  https://www.codefuel.com/blog/classified-advertising-vs-paid-advertising-for- marketing/ 11 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT –14: E-MAIL MARKETING STRUCTURE 14.0 Learning Objective 14.1Introduction 14.2 Legal framework 14.3 The heart of E-mail marketing: Subscribers 14.4 Newsletters 14.5 Applications and Resources 14.6 Advantages of Email marketing 14.7 Dis-Advantages of Email marketing 14.8 Summary 14.9 Keywords 14.10 Learning activity 14.11 Unit end questions 14.12 References 14.0LEARNING OBJECTIVES After studying this unit, the student will be able to  Learn about the importance of Email marketing and its applications  Analyze the advantages and dis-advantages of E-mail marketing  Understand the E-mail Marketing Subscribers  Learn what is a Newsletter 14.1 INTRODUCTION E-mail marketing is a web marketing technique that uses e-mail to send advertisements or commercial information. this is often a communication tool wont to attract new customers or make people who one already has loyal to the brand. E-mail and Internet have gone hand in hand since the online was created. the start of Internet dates back to 1969 (Arpanet at that time), while the primary e-mail was sent two years later (1971). This first e-mail showed some basic features that have remained till the present: the utilization of “@” on the username, also because the fields “To”, “Subject” and “Message”. In such a volatile environment, e-mail has been one among the online tools that have best adapted to vary , both in content and in scope and penetration. Therefore, e-mail marketing becomes one among the most tools in a digital strategy. 1 CU IDOL SELF LEARNING MATERIAL (SLM)

At present, e-mail is that the first Internet service before social media. In 2015, the amount of e-mail accounts within the world was about 4.353 million users from which 205 billion e-mails were sent. This volume of traffic includes legitimate e-mails and spam. The term “spam” refers to those messages we don't request and that we don't want or with an unknown sender, usually sent though mass mailing. Although spam are often used on other platforms and devices, for instance SMS on mobile phones, e-mail is that the most vital channel for this practice. The line between commercial information sent by e-mail and spam is, in many cases, a fine one that experts in e-mail marketing must properly identify so as to avoid making mistakes in their work. The most common sort of e-mail marketing is that the newsletter: a publication that's distributed with a selected periodicity on a stimulating topic for all recipients, called subscribers. The complexity level of a newsletter shall depend upon its goals and content; they will be simple with mainly plain text because the predominant feature or be enriched with images, graphs, adverts and/or hyperlinks. The objectives of e-mail marketing can be multiple and varied; however, all of them could be grouped around four main goals: • Diverting traffic to our website be it the home page or any special section inside it. • Promoting a special action: either promotion of new services, special discounts, sales, download of applications, etc. When the goal is to increase traffic or some Web-based special promotion, specific websites are usually created. Such pages are called landing pages. • Cost savings: e-mail marketing supports order management and information to the customer regarding the status of such orders, as well as the provision of customer support services at a lower cost than other communication channels. • Brand popularity and image: same as for other types of campaigns online, e-mail marketing is suited to generate popularity and brand image among consumers. 2 CU IDOL SELF LEARNING MATERIAL (SLM)

To make the most of your campaigns, follow these email marketing tips:  Make it easy for users to subscribe to your list – add the newsletter sign up box in places that are visible while users are browsing the website  Give them incentives (like a free book, free resources) – Freebies can make a big difference in how many people will sign up for your newsletter  Keep your promises – if you promise weekly updates, make sure that you send an email with new tips on a weekly basis.  Don’t abuse their trust – Users trust you with their email address and while you can use automation to send personalized mass emails don’t abuse their trust. Everyone’s inbox is already full of promotional emails so think about when it’s best to send them another one. 14.2 LEGAL FRAMEWORK The legal framework regulating e-mail marketing is vital because it can inhibit a number of its features. On the one hand, legislation protects personal data so as to stop the illicit transfer of databases. The relevant legislation forces the corporate to possess a register— in some cases physical—of user data and makes the corporate liable for the protection of such data. On the opposite , each country develops laws to manage mass mailing, a typical that influences commercial communications or advertising and people of transnational or relational character. Despite the very fact that the legal framework can vary from one country to the opposite , there are some common elements: 3 CU IDOL SELF LEARNING MATERIAL (SLM)

 Mailing must have explicit authorization by the recipient. This authorization must be prior to the inclusion of the person in the mailing list.  The fact that the message is linked to advertising must be explicit, as well as the identification of the sender on the e-mail, the subject and the heading of the message.  In the cases of offers, competitions and promotional games, they must be identified as such and be clear and explicit about the conditions and participation on them.  In some countries, the advertising message has to be identified with the word “advertisement “or abbreviation, as well as with a valid postal address for the company.  Simple procedures for the user to withdraw consent are a must.  In the case of multinational companies, the relevant legislation is that of the country where the company is based and not that of the recipient. 14.3 THE HEART OF E-MAIL MARKETING: SUBSCRIBERS The success of a marketing campaign lies precisely in target management; therefore, an honest strategy to draw in and retain subscribers is required . The recipient database must be meticulously kept and segmented. The essential question here is quality over quantity; therefore, purchasing user databases is discouraged— unless this is often unavoidable, or unless their usefulness has been proven. Best practices in e-mail marketing stress the necessity to get and maintain the organization’s own database. the rationale is simple: it's easier to urge back a client than to urge a replacement one. Getting subscribers may be a slow but steady task, although it are often sped up through online and traditional channels. Registration boxes are often created on an internet site , either as pop-ups or in another Web section where registration is required to request information (e.g. a budget) or in exchange for exclusive content or downloads. Generally, easy forms must be used, where the compulsory fields include name and/or e- mail, although the amount of fields within the form could also be increased counting on the worth of the treat one is offering the user in exchange for his or her registration. Another common instance is e-commerce. When a user registers on a specific online shop and accepts the utilization and repair terms, they're automatically included within the e-mail marketing database. Regarding traditional channels, the compilation of e-mails and knowledge associated with the users are often done through competitions, on-street promotion, postcards, loyalty cards or formal information requests through e-mail, phone or postal mail. Traditional channels demand, however, the digitalization of the info to be included during a subscriber list. Keeping subscribers may be a task that needs special attention which must be implemented while new users are added. during this process, brands must be especially 4 CU IDOL SELF LEARNING MATERIAL (SLM)

careful regarding content and therefore the form e-mail communications take. Content must be interesting for the user, giving priority to quality rather than periodicity. during a nutshell, it's about adding value to commercial communications with complementary information (comparisons, advice, features, etc.) useful for the buyer . 14.4 NEWSLETTERS—SOME KEY ASPECTS Four key aspects are to be considered for effective newsletter design: • Database. In order to have good content segmentation, the organization needs to know the subscriber base of their newsletter as much as possible. This information will allow for specific profiling depending on demographics, geographical data, interests, etc., thus increasing the efficiency of communications. • The content of the newsletter. The content must be useful and interesting, and the weight of commercial information must be properly balanced. Subscribers value content that adds value or is useful to them. In fact, newsletters are one of the key tools of content marketing. • The field “from”. In the context of communication saturation, the customer will look at the field “from” as a filter to recognize the origin and dismiss—or not—the mail. • The field “subject”. Same as with a slogan or tagline, the field “subject” must stand out above the mass of incoming e-mails. Likewise, this field must fulfil the criteria of usefulness and interest for the user and, above all, honesty about the content they will find in the mail. Otherwise, the company runs the risk of their mail becoming invisible and that the subscriber requests to unsubscribe from their database. The field “subject” must not be too long or complex, although it allows for the inclusion of special characters such as emojis. There is no exact formula to predict the success of a newsletter. Each campaign is different and is closely linked to the audience it addresses. In any case, campaigns may be optimized using A/B tests. These tests are random experiments with two differential variables. Two different versions of the newsletter are sent to two subgroups of the database just changing a single element (the field “subject”, layout or organization of content, the colorof the download button, the size of the main image, etc.). This process allows for an empirical test that reveals which version of the message works better and leads to higher ratios of opening, clicks, conversions, etc., so that optimization of future versions of the newsletter becomes possible. Basic Metrics to Assess the Efficiency of E-mail There are three elements to assess e-mail marketing: the user database, sending the newsletter and conversion metrics. In metrics associated with databases, estimating the index of increase in subscribers is straightforward or, if that were the case, the speed of 5 CU IDOL SELF LEARNING MATERIAL (SLM)

unsubscribes. Identifying the cause for any increase or decrease in subscribers is of essence. As they happen during a timeline, the cause are often traced back to a specific content item, in order that the organization knows what content works better. Regarding sending newsletters, there are four indicators to live the success of e-mail marketing: • Sent index: Percentage of deliveries to the recipient (i.e. where there was no mistake in sending). • Opening rate: Percentage of e-mails that are opened by the recipient. Some applications provide information about what recipients have received and opened the e-mail, also as reception and opening time. • Clicks on links: it's possible to work out what are the links that are clicked and establish a popularity ranking counting on the amount of clicks. •Unsubscribes per batch sent: Number of individuals who have cancelled their subscription to a newsletter after they need received a specific issue. Finally, a conversion rate are often established between the sending of the newsletter and therefore the accomplishment of a specific goal, for instance downloading a mobile application, employing a discount voucher, registration on another website and sending additional information by the user. 14.5 APPLICATIONS AND RESOURCES FOR AN E-MAIL MARKETING The supply of existing applications around e-mail marketing is wide, with many applications for various operating systems, like Windows (G-Lock EasyMail7, for example) or OSX (Direct Mail, for example), although market trends seem to specialize in the event of Web applications that help manage this type of online marketing. the benefits of Web services dwell their mobility and therefore the possibility of accessing them from different devices. Thus, we will have a good array of Web services to implement an e-mail marketing campaign successfully. The features vary a touch across platforms, although there are a series of functionalities that has got to be present for a correct professional development of such marketing: • Contact and list management, with the likelihood to import and export, and to make segmented contact lists. • Newsletter design, usually HTML based. Many of the tools incorporate visual editors to form the planning aspects of the newsletter as easy as possible, to incorporate multimedia elements and to distribute the weather within the newsletter. 6 CU IDOL SELF LEARNING MATERIAL (SLM)

• Sending campaigns and therefore the possibility of scheduling and automating the method . • Statistical analysis of output. Some tools enable the mixing of the newsletter with other services and platforms regularly employed by organizations. Some examples are the incorporation of a widget on the company’s blog, the mixing of social media or tools like Google Analytics. The most widely used newsletter editors are Teenvío, Dopple, MailChimp, Benchmark, Mail Relay, Campaign Monitor, MPZ Mail or SendinBlue. These sorts of services tend to supply freemium business models, offering a limited free version that permits to check the service with some restrictions; they're usually linked to the amount of subscribers and/or monthly dispatch of e-mails. Choosing one platform or the opposite depends on the requirements of the corporate and therefore the possibilities they provide on their free or payment versions. E-mail may be a powerful marketing tool that's also easy to mix with other strategies and platforms, like social media and e-commerce. 14.6 ADVANTAGES OF E-MAIL MARKETING The strong penetration of e-mail within the current context becomes a crucial reason to incorporate any digital strategy, but there also are other important reasons to try to so. this is often mass technology that instantly reaches everyone and whose use spans devices and screens (desktop, laptop, mobile telephones, tablets, etc.). The system is direct and ready to reach individuals during a scalable and targeted way. This is thanks to the very fact that an e-mail are often sent to one address or thousands, while content can target differing types of audiences . In fact, the system’s scalability doesn't hinder customization; despite its capacity for mass mailing, it are often highly customized at a price far less than that of other sorts of campaigns. this is often also a multimedia channel that gives the likelihood of sending an outsized amount of data as text, images (static or moving), sound or hyperlinks, in any combination. As this is often data communication , its impact are often quantified through different metrics that leave an evaluation of the output of every campaign. 14.7 DISADVANTAGES OF E-MAIL MARKETING Despite the various plus points of this marketing format, starting e-mail campaigns are often hindered thanks to some disadvantages inherent to the present channel: The most important enemy of execs within the sector are antispam filters of e-mail managers that identify e-mail marketing as spam, thus reducing the effectiveness of campaigns. 7 CU IDOL SELF LEARNING MATERIAL (SLM)

Furthermore, explicit authorization by the end-user to receive ads through mail is required. Such actions are regulated by data protection acts and specific e-commerce laws. Depending on the country and specific laws, sending unauthorized messages may end in very high fines for the businesses sending them. This need for prior authorization to incorporate the person on an e-mail database of a specific organization has pushed e- marketing into the group “permission marketing” 14.8 SUMMARY  E-mail marketing is a web marketing system that uses e-mail to send advertisements or marketable in sequence. This is frequently a message tool want to attract new customers or make people who one already has loyal to the brand.  The legal framework regulating e-mail marketing is vital because it can inhibit a number of its features. On the one hand, legislation protects personal data so as to stop the illicit transfer of databases.  On the opposite , each country develops laws to manage mass mailing, a typical that influences commercial communications or advertising and people of transnational or relational character  The success of a marketing campaign lies precisely in target management; therefore, an honest strategy to draw in and retain subscribers is required.  One should have a good array of Web services to implement an e-mail marketing campaign successfully. 14.9KEYWORDS  HTML:HyperText Markup Language  Click-through rate:Percentage of total clicks on an email link, or CTA, as a proportion of the total number of email opens  Freemium:a business model, especially on the internet, whereby basic services are provided free of charge while more advanced features must be paid for.  Integration:the act or process of uniting different things 14.10LEARNING ACTIVITY 1. Discuss the various new letter and their key aspects _______________________________________________________________________ _______________________________________________________________________ 2. Discuss the resources for an E- Mail marketing 8 CU IDOL SELF LEARNING MATERIAL (SLM)

_______________________________________________________________________ _______________________________________________________________________ 14.11 UNIT END QUESTIONS A.Descriptive Questions Short Questions 1. What is a legal framework in E-mail marketing? 2. What is a Newsletter? 3. What is Target management? 4. What are the applications of a E- mail Marketing? 5. Discuss the advantages of a E-mail marketing? Long questions 1. Discuss the key aspects for effective newsletter design 2. Explain the basic Metrics to Assess the Efficiency of E-mail 3. List out the Advantages& Disadvantages of Email Marketing 4. Mention the applications and resources for an Email Marketing 5. Discuss the importance of subscribers in E-mail Marketing B. Multiple choice questions 1. E-mail marketing is an __________ marketing technique that uses e-mail to send advertisements a. Online b. Digital c. Web d. Social-Media 2. The beginning of Internet dates back to________ a. 1967 b. 1969 c. 1965 d. 1963 3. The complexity level of a newsletter shall depend on its goals and __________ a. Needs b. Payments c. Target d. Content 9 CU IDOL SELF LEARNING MATERIAL (SLM)

4. E-mail marketing is suited to generate popularity and__________ among consumers. a. Brand image b. Brand loyalty c. Brand information d. Brand awareness 5. _____________can be highly customized at a cost far lower than a. E-mail marketing b. Digital marketing c. Native marketing d. Content Marketing Answers 1-a, 2-b, 3-d, 4-a, 5-a 14.12 REFERENCES  Nielsen, Jacob (2100) Designing Web Usability, New Riders, Indianapolis, ISBN 1  56215 810.  Kelly, Kevin (1999) New Rules for the New Economy, Fourth Estate, London, ISBN 1  85702 8929  Womack, James P, Jones, Daniel T and Roos, Daniel (1990) TheMachine that Changed  the World, Macmillan, New York, ISBN 0 89256 350 8  B2B Digital Marketing: Using the Web to Market Directly to Businesses (by- Michael  Miller),Pearson Education.  https://www.marketo.com/digital-marketing/  www.mailchimp.com  https://www.udacity.com/course/digital-marketing-nanodegree--nd018  http://blog.marginmedia.com.au/our-blog/the-5-cs-of-digital-marketing  https://www.business-standard.com/article/technology/active-internet-users-in- india-likely-to-reach-900-mn-by-2025-iamai-121060300710_1.html  http://dcac.du.ac.in/documents/E-Resource/2020/Metrial/424NehaJingala1.pdf  https://blog.hubspot.com/marketing/social-media-marketing  https://www.simplilearn.com/the-scope-of-digital-marketing-article 10 CU IDOL SELF LEARNING MATERIAL (SLM)

 https://www.portent.com/blog/marketing-strategy/stack-infrastructure.htm 11 CU IDOL SELF LEARNING MATERIAL (SLM)