Digital Marketing and Social Media Analytics

This assignment requires analyzing the significance of digital marketing and social media analytics in businesses. It involves understanding various digital marketing strategies and metrics used to measure success. The task includes providing a list of references and online resources related to the topic. The goal is to demonstrate knowledge of digital marketing concepts and their applications.

DIGITAL
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. Importance of investing in digital marketing..........................................................................1
2. Steps and activities that can be undertaken for assess the firm's organic search marketing
performance.................................................................................................................................3
3. Steps, tools or any process that can used for analysing the existing paid search activities....4
4. Effective online display advertising campaign to enhance reach, awareness, branding and
influence for target consumers....................................................................................................5
5 Email marketing process and key activities associated at each stage......................................7
6 Social media and many other types of media...........................................................................9
7. Mobile marketing as a part of marketing strategy................................................................12
8. Measuring the success of Apple's digital strategy using analytics........................................13
9. Key task and activities that must be incorporated into effective digital marketing strategy 14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
In the modern world of business, there has been aggressively change in the working
methodologies of business. Use of technology has made the operations easier, efficient, effective
and smoother. Digital marketing is considered as the use of digital technologies in the marketing
operations. So is the case with marketing where use of digital medium has enlarged the reach of
companies in the market while ensuring that the cost of activities remains on the lower side.
There are many tools and techniques that are used by the firms to achieve motives of marketing
in a better way (Bosomworth, 2015). There are many ways in which firms apply their marketing
activities so as to make sure that their company links remain on the top of organic search results.
Apple is one of the best performing companies in the technology and digital devices industry. It
is known for its innovated products which has made this company as a leader in the industry.
This report highlights the ways in which PPC and many other organic search marketing tools
help in increasing sale of products in market. It also explains the constraints that are involved
while using marketing tools and ways in which it empowers whole marketing campaign. Use of
email marketing which is the most common now-a-days has also been illustrated.
1. Importance of investing in digital marketing
In the modern scenario, when the use of internet has increased considerably and reached
to the hands of many people, it has become essential for the firms to invest in digital marketing.
Apple has its own website that helps in making the marketing processes easier. With the
introduction of the concept of IOT, it can easily be said that in the coming future, use of online
mediums for marketing will be increased. This way of marketing has various advantages which
illustrate its importance:
 It makes the reach of the company’s marketing campaign in the larger part of the
population.
 Changing the marketing plans and reaching to the consumers gets faster.
 It saves a lot of money of company as this medium of marketing is less costly than that of
traditional mediums (Chaffey and Ellis-Chadwick, 2016).
Use of digital tools such as PPC, email marketing and social media can prove to be the
excellent platforms that company can use for making its reach to a large section of society. SEO
is one of the major factors in this as it helps in bringing search results on the top of front page.
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Traditional marketing approaches are very time consuming and involve a lot of costing to
be done. Use of TV ads and newspapers can be beneficial but since in the modern scenario,
people are spending their major part of the time on digital mediums hence, it becomes more
essential for the firm to use this medium.
There are several opportunities of digital marketing which are needed to be understood
by Apple. Market research: Through the use of digital mediums, Apple can easily perform market
research. It is due to the fact that this provides an excellent platform where there is large
amount of secondary data available (Chaffey, Smith and Smith, 2013). In this, there are
many software that also helps in the evaluation of collected data. Digital marketing channels: It is essential for the firm to understand digital marketing
channels it has for its promotional and marketing activities. Some of the most popular
channels in this regard are like social media marketing, pay per click, email marketing,
SEO and many others. These channels are extremely powerful and capable of making the
marketing to the large sections of the society. It can also be done as per the segmentation
done by firms i.e. a company can take use of channels according to target market they
want to influence.
 Analytics: It is considered as the discovery, interpretation and communication of data
patterns that are meaningful in nature. Analytics is based on the predictive, prescriptive,
descriptive, cognitive, retail, sales force sizing and optimisation, price and promotion
modelling credit risk analysis as well as fraud analysis. There is an extensive use of
computations, algorithms and software that is used for analytics which harness the most
current methodologies in statistics, mathematics and computer science.
There is severe constraint that is attached with it like there is a very large amount of
information that is flowing at these technologies which reduces the number of sighting at these
channels (Charlesworth, 2014). People generally ignore the ads at these mediums. It is helpful
for targeting potential consumers who have desire to buy similar kinds of products.
2. Steps and activities undertaken for assessing firm's organic search marketing performance
Apple uses various steps for increasing its organic search ranking performance. Some of
the steps in this regard are as follows:
 Encouraging a website’s organic search ranking using elements of on page and off page.
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 Executing keyword search and choosing the most suitable key words for content of
website (Daj, Samoilă and Ursuţiu, 2012).
 Designing content and Meta elements all through the website.
 Utilising a range of techniques to assist index, search engine finds and ranking a website.
 Measuring the efforts of SEO by analysing key metrics.
There are several kinds of concepts that can be used in this regard: SEO: It is the process of influencing the online visibility of a website or web page in the
search engine results. If used correctly then websites appear frequently in the list of
search results. Positioning: It is important for Apple to think that where it is positioning their website
i.e. the type of searches on which site appears. It depends on the brand value proposition.
 SEO processes and elements: All the processes and elements related with SEO need to be
taken care of. Some of the processes essential in this regard are research related to
keywords, competitor’s approach, content building, reporting and goal formulation, page
optimisation and link building. There are three major elements associated with SEO i.e. a
well-targeted keyword focus, stronger page element optimisation and higher quality page
content.
Some of the activities that can be done for maximising its ranking:
 Determining target keywords for which the results will be generated.
 Making on page optimisation perfect.
 Creating a strategy for contents (Gorelick and et. al., 2013).
 Attracting links that are of higher quality.
 Monitoring performance and continuing to optimise SEO.
Some of the tools to evaluate the way SEO is performing are:
 Quality Score
 Text Ad Optimisation
 Impression Share
 Click Through Rate
 Use of Negative Key Words
3. Steps, tools or any process used for analysing the existing paid search activities
Various steps that can be used for analysing the existing paid search activities:
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 Optimize Ad Rotation: It is a process of setting Apple's campaigns up with the correct
ads. Rotations settings permits to test different ads and optimise toward an end goal
(Järvinen and et. al., 2012). By doing so, company will optimise to click or conversion in
the way that it will instruct Google to use powerful algorithms for serving suitable ads to
correct users in desired timeframe. It is essential since manually calculating the most
suitable ad copy which relies on past performance data and eliminates several factors the
search engine can evaluate. Since Google is capable of analysing the contractual signals
like time, location and device hence, real time performance is based on each search. It
can be easily done by Apple by looking into advanced setting for ad delivery like
Frequency capping and Ad rotation. Choose one either optimise to conversion or
optimise to clicks. Since which ad is the best differs from individual to individual based
on demographics, devices and even the time of day and hence implementing this helps
analysing traditional A/B ad copy testing because of existence of several search engine
result pages. Ad rotation can be a way of utilising machine learning at a small level to
automate optimisation and improve the performance. Multiple Ads per Ad Group: Increasing number of ads in mix can assist in the boosting
performance. Apple can try out three ads with different messages. Creating multiple ads
and allowing engines for selecting which adv. would appear using optimise to
click/conversion setting. (Karjaluoto, Mustonen and Ulkuniemi, 2015). Adding multiple
ads to the group provides search engine to successfully serve the perfect adv. to correct
users. For example: shorter ad variation can work best on mobile devices while another
ad copy variation can perform better in any particular time of the day. Apple can also
increase the number of ads in group and can extend it to 7.
 Multiple Ad Extensions: It will help in boosting the performance. Various types of key to
searches are site links, call outs, location extensions and structured snippets whenever
possible. It increases the relevancy and maximise SERP real estate for each user and
gives more information on services and products. They are understood to positively
influence ad ranks and enhances efficiency as well (Kenny, Pierce and Pye, 2012). Add
the extension as per the granularity needed.
There are various ways to increase the visibility of website on range of search engines by
bringing relevant traffic to website:
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 Taking Benefits of Ad Extensions
 Taking Use of Multiple Ad Groups
 Use Call Only Campaign
 Taking Advantages of PPC Re Marketing
 Perform Various Tests for Each Ad
 Taking Use of Negative Keywords
 Design Specific Campaigns
 Doing Proper Scheduling of Ads
4. Effective online display advertising campaign to enhance reach, awareness, branding and
influence target consumers
Since Apple has variety of products and this campaign must be designed for each selected
product in different ways, advertisement campaign can follow the following steps:
 Taking use of variety of standard display banner formats for building awareness, reach,
branding and influencing target consumers.
 Choosing an advertising network for displaying advertising efforts.
 Reaching to the individuals who have previously visited website using various re-
marketing options (Lesidrenska and Dicke, 2012).
 Planning Apple digital display campaign by underlining the customers, budgets,
objectives, formats and optimise it after gathering results.
There are certain things that are needed to be taken care of while designing the campaign:
Display formats and frequency: Since people are using different kinds of mediums for
accessing to the search sites hence, it is necessary for Apple to design ad format in such a way
that it can work on various platforms. For example: setting different pixels for the same picture
ads. On the other hand, frequency is described as the number of time an adv. gets to the same
person when he makes the search on the display network (Mackey and Liang, 2013). It is related
to the ad appearance for same individuals. Apple needs to set 3-5 ads per day to a single person.
It takes an account of number of times a person is to be exposed to an advertising message before
a response is made and before an exposure is considered to be wasteful.
In order to make the display marketing more effective, planning is necessary which must
include following things:
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 Reduce communications: Communicate campaign steps so that there is no confusion in
between the marketing team and display campaign steps to each of them. Target audience: Apple’s target audience is made according to the demographics and
wealth basically. It has a lot of products for the researchers and young generation people
with making them major target audience.
 Choose a budget for campaign: It is also necessary to select a budget that will help in
conducting the campaign. The budget that can be 100 million USD.
 Making rules and rules: Various laws and rules must be made so that all ethical
considerations have to be taken care of like not stealing any private information related to
the consumers.
 Selecting network channels: It is essential that Apple selects various network channels for
displaying the campaign like social media sites, E-commerce website, similar sites or
blogs, etc.
 Tracking: It is also essential that all the details regarding the marketing activities by the
company are tracked (Digital Tips to Expand Your Brand Presence and Reach, 2017).
Google analytics is one of the best tools for this purpose. It tells that how many
individuals have visited the sites and seen their digital ads. It is essential for measuring
the performance of campaign.
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5. Email marketing process and key activities associated at each stage
Email marketing is a concept and activity in which company reaches to its desired
consumers with the use of email. It is done with the individuals who have permitted to receive
ads from company (Miller, 2012). There are various kinds of processes involved in email
marketing processes. Some of them are as follows:
 Design, implement and deliver efficient as well as effective email campaigns.
 Develop and manage a database related with subscribers using email system providers
and solutions of third party.
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(Source 1: E marketers, 2017)

 Prepare a marketing segment strategy for Apple’s target audience.
 Designing an email that is basically user centric. It must be based on the needs of target
audience so that they will read.
 The layout of email must also be designed by focusing on user and must look very
attractive (Morgan, Pritchard and Pride, 2011).
 Email campaigns must be split tested and hence using key metrics to measure their
effectiveness using unsubscribes, open rates, bounces and click through rates.
Key activities associated with email marketing: Selecting an email provider: Select an email marketing provider like AWeber,
MailChimp and Constant Contact etc. Selection is totally based on the pricing and need
that these service provider satisfies. Clean database: Cleaning the database is necessary since there is a large amount of data
available with sales force and hence, removing the undesired content will improve
existing information. Some of the tools in this regard are Jigsaw, D&B, StrikeIron etc. Get individuals to Opt-In: Since more emails who did not Opt-In will have actually
getting an email provider to accept your list or even getting emails through those
individuals. Hence, it is better to send email to opt-in individuals. It is also essential to
create simple email newsletter, add opt-in field in inquiry forms and order conformations. Keeping contacts organised: It helps in making the searches easier to whom the email
needs to be made. Failing to do so may result in lower click through and response rates.
Some of the common forms of organising contacts are location, industry, lead sources. Identify the purpose of campaign: Every message that is sent to the people must have a
specific content. Managers of apple needs to ensure that purpose of each message is
pinpointed (Royle and Laing, 2014). This can be done by qualifying the needs beyond the
information initially presented and drive traffic towards the Apple websites or news
pages. Do not overdo the design: In marketing more the simplified design more is the chances
the people will see to it. Like use more text than images, utilise design elements for
getting recipients to focus on most crucial part. Use the best copy: Apple can take use of great copy. If the firm does not have people for
it then they can hire some talented writers.
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 Focusing on major content: Focus on the subject line and avoid spam words like free, call
now, urgent and order now. Keep the message under 50 words and take use of the Apple
Brand name. Set up tracking: It is essential to track campaigns. It is essential for maximising Apple’s
ROI. Tools like Google analytics can be beneficial. It checks various aspects related to
email marketing like deliverability, open rate and click through as well as conversion
rate.
 Test and refine: It is essential that Apple tests and refines every content so that any
discrepancies in the message can be eliminated (Ryan, 2016).
Email can be used as an effective segmentation tool since it has a large number of filters
which can be utilised for making segments. More the use of filter in information, more are the
chances that effective segments can be made. Previous emails and collected data helps in
defining the categories that can be used for making the marketing campaign more individual
centric which is necessary for the success of the email marketing. It gives opportunities for the
firm in reach at a new range of consumers as well as in case of potential pitfalls, it helps in
maintaining the contact with potential consumers.
6. Social media and many other types of media
Social media is understood as the platform where people interact with each other and
hence, highly capable of sharing information with each other. In terms of business, it can be an
excellent place for promoting the products and services delivered by company. In the modern
scenario, the news present their spreads like wild fire and hence are capable of attracting larger
number of people towards company's business. Some of the most popular social media apps are
Instagram, Facebook, Twitter and LinkedIn.
There are different kinds of media. It is basically categorised into three ways earned,
owned and paid media. These are used by the firms for their content strategy. All these efforts
are essential for overall goals should converge in your strategy. Still, they are distinct from each
other. Earned Media: It is the media that any company has gathered using the word-of mouth. It
might be the fantastic content company has distributed, the impact of firm's SEO efforts,
the customer's experience firm has delivered or a collaboration of all three (Simula,
Töllmen and Karjaluoto, 2015). Earned media basically is understood as the recognition
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an organisation has received as a result. Media can be earned by positive reviews, press
mentions, recommendations, repost etc. Apple can also facilitate earned media by helping
journalists and content writers or who author their articles. Apple can contribute to their
personal thought leadership to industry publications. Owned media: It is content that a company is in full control of. It may take variety of
forms like case studies, blog posts, white papers, etc. The major role of the content is to
continue providing value to leads as they come down the funnel. These are controlled yet
not very excess promotional message regarding firm.
 Paid media: In the modern competitive world and available media influx, it has become
hard for the firm's message to be heard more organically (Smith, 2011). It also brings a
large amount of ways in which company can promote its contents and driving exposure.
There are several kinds of paid media for promoting driving exposure and content. For
example: social media platforms such as LinkedIn, Twitter and Facebook are offering the
options of advertising options that can be leveraged to boost Apple exposure. It depends
on the fact that where the target audience of Apple are most engaged with or are active.
Paid media can be used for amplifying owned media.
There are basically three stages of social media marketing which have been explained as below: Amateur stage: This is a stage of chaos since it is directive and nobody knows the plan or
specific objectives. It is to be understood that all the departments have to think of the
effective strategy and then only any post needs to be done since individual tweeting
cannot provide any benefits. Messenger stage: This stage focuses on revolutionary capability that the internet and
social media has provided to marketers to communicate directly with targeted audience
and create relationship with them which is the major objective of firm that they want to
achieve from social media marketing. Apple just have to make their clients to click on
like and follow. It is the easiest way of creating relationship (Stone and Woodcock,
2014). For doing so, it has to make the content to attractive with using appealing pictures.
 Publisher stage: Advanced marketers have taken the potential of social media to another
stage. It is the stage where company starts reaping the benefits of using social media. It
also illustrates the fact that short and sweet messages can create like but are unable to
generate leads. More thoughtful content pieces in the form of infographics, blog posts,
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videos and e-books. It entertains contents that is linked with the concerns and interest of
prospects and provide them with essential information. Network serves as a method of
distributing links to the contents that is centred on their personal websites. People are
generally one click away from finding information related to brand's products (Taken
Smith, 2012). This is a highly sensitive stage where they require greater commitment
towards producing content that will lead to leadership. Hence the content must be
compelling that it pulls users towards the brand sites.
Some of the ways of using key social channels for engaging consumers are as follows:
 Ask questions to start conversation
 Listen to what they are saying
 Answer to their questions
 Becomes easier in the ways people can find Apple links and allow them to follow
In terms of targeting specific audience, these social media sites are highly powerful.
Since company can target audience who has opted to follow the firm, this makes the work easier.
Since there is a large variety of segments of population attached to these sites, hence, social
media can easily be used to target the audience. On the other hand, people engagement is not so
easy since only by following it doesn't means that they have effective relationship with the
potential consumers. Apple needs to make efforts so as to make sure that more people will get
engaged with company.
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7. Mobile marketing as a part of marketing strategy
Since the use of mobile phones have increased a lot in the last two decades, it has reached
to almost every hand. Since it acts as a computer in hand hence it has become essential for the
firm to take use of this marketing medium for in their strategy. In the modern gadgets such as
mobile, it is possible to conduct everything which is helpful for taking marketing to next level.
There can be installation of various apps that can be used for various marketing purposes (Tiago
and Veríssimo, 2014). Since the company has to make sure that there are largest possible number
of consumers that gets attached to the business it can be highly effective. There are various
things to be considered are: Optimisation: It can be used as optimisation medium as the search result generates the
same way as in the computers. It is essential for the firm to optimise its content so as to
make sure that maximum number of people can view advertisements.
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(Source 2: Social media marketing, 2017)

 Search: With the use of Apps like Google, it is easier to search any products using mobile
phones. Proximity marketing: It is a local area centric wireless distribution of advertising contents
linked with any particular location (Wertime and Fenwick, 2011). Transmissions can be
received by the individual in that area who wished to receive them and have the essential
equipment to do so. It is form of marketing that is based on the location of consumers and
hence are very effective in case of searches that are made for local area. Apps: It is one of the most used ways these days. Companies like Apple are creating their
own apps for several purposes. This can be utilised for making close relations with the
consumers since they have the power of interacting through notifications and various
kinds of messages. Advertisements can be easily done through these sites.
 Measurement: There are various ways in which company can measure the marketing
effectiveness using mobile marketing as they can easily take feedbacks through this.
Some of the messenger apps are utilised for having face to face interaction with
consumers.
8. Measuring success of Apple's digital strategy using analytics
It is essential for company like Apple to measure the performance of its digital marketing
strategies. Analytics is the tool that can be used in this regard. Google analytics is one of the
most powerful instruments that are utilised for underlining the performance of the digital
strategies (Why Digital Marketing is Just the Thing to invest in for Every Business, 2017). There
are many kinds of metrics that are used for analysing the websites and social sites. Analytics help
in implementing improvements to generate more sales, collect more leads or meet other business
objectives.
Key metrics for analysing websites are as follows: Page views: It depends on the overall amount of traffic or say how many clicks a website
has received. Unique visitors: It gives the views that how many visitors have actually interacted with
company’s website. Engagements: It is define in the ways that duration up to which a visitor remained on the
site or how much they are interested in the contents.
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 Bounce rate: It refers to the number of consumers that left the Apple site in few seconds.
It can be because the home page is taking too long to get open (Yadav, Joshi and
Rahman, 2015). Referrals: It refers to the click on external links so as to reach to Apple’s website. Keywords: Web analytical tool is capable enough to illustrate that which keyword is
generating the largest traffic. Browsers: It tells about the browser that is utilised by users to access to Apple sites.
 Conversion and cost per action: It is the number of sale that is lead through the campaign
that is created. It also relates to the sales cost that is involved in this process.
There are certain metrics that are used for measuring the social media marketing performance: Clicks per social media platform: It describes about the traffic that is delivered through
any social media channel.
 Followers: It is also an effective metrics that can be utilised for understanding the
performance.
9. Key tasks and activities incorporated in effective digital marketing strategy
It is essential for Apple to make the digital marketing strategies that will generate more
traffic. Some of the major activities or tasks that Apple can utilise for making digital marketing
effective are:
 Taking use of social media sites.
 Using a PPC campaign as well as SEO elements that can be utilised for reaching to large
sections of the society.
 Describing the plan that will be used for aligning digital marketing activities (How to
Measure Digital Success Using Analytics and Metrics, 2017).
 Defining the target audience by using tools of segmentation.
 Taking use of mobile and email marketing for increasing the effectiveness of digital
marketing campaign.
Milestones: Company expands its marketing reach to 10 times larger than what its today
and thereby increasing the participation of customers in whole campaign.
Resources that will be utilised in this regard are as follows: Blogging: Blogs that give information about company and its products.
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 Human resource: Marketing professionals that are capable of operating the campaign at
digital mediums. Mashable: It produces infinite ways to consumer real time digital contents, texts,
infographics etc. E -marketers: These collect data from global market studies to distil the most important
insights into easy to ready charts and reports.
 B 2 C: Business 2 community is a group of people that states about technology, social
media, PR, Branding using webcast and packed articles (Yasmin, Tasneem and Fatema,
2015).
CONCLUSION
From the above based report, it can be concluded that digital marketing has become the
present and future of the firm's operations since the use of online mediums has increased
considerably. Use of tools such as PPC and SEO elements can help company in making their
reach to larger sections of the society. Social media is another platform which can be utilised by
the firm to increase reach and effectiveness of marketing done by Apple. This company can
design display advertisement campaign for making it more attractive which leads to higher
productiveness of the firm’s data. Email marketing is another big tool that is utilised in the
modern scenario for having direct contact with consumers. Apart from this, mobile marketing is
a trend now as people these days are spending most of their time on these sites only. Analytics
like Google can help company in analysing the performance of their digital marketing strategy in
a better way.
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