Innovations of Digital Media Marketing - Doc

Running head: INNOVATIONS OF DIGITAL MEDIA MARKETING
Innovations of the digital media marketing
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1INNOVATIONS OF DIGITAL MEDIA MARKETING
1. The ladder of engagement
Digital marketing is termed as the utilization of various concepts which is geared towards
the increase of audience to a website. This is a form of online conversions where a company or
organization, usually in the form of their website is used to meet audiences by leveraging the
power of internet. Due to the increase in the internet adoption by various companies, the
utilization of marketing concepts have been in place which is the cause for driving sales to the
company. As a result, various funnels for digital marketing are in place for this reason.
One of the digital marketing techniques is the ladder of engagement. This is involved in
providing a step by step process which consists of defining the steps to follow for marketing.
This process does not involve the immediate method of advertising where the end-users are
asked for engagement. Instead, they are shown various objective ideas which are associated with
the users engaging on the content (Chaffey 2016). As a result, this leads to the increase in the
engagement received on the particular content and as a result, this leads to the meeting of the
objectives of the marketer. Many companies are involved with this level of engagement which
helps in increasing the level of engagement perceived by the company.
The company Amazon is termed as a very big ecommerce company. Their main business
model involved connecting the sellers with the buyers. These sellers list the products and the
buyers purchase them. This is the main business model of the company. They also use the ladder
of engagement marketing strategy for their business applications. This result in the company
reaches out to their audience and get conversions.
The company has adopted the use of the ladder of engagement concept in various ways.
The first step involved is getting a customer to review on the product. This helps in getting

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feedback from the customer and showcase on their website. The next step involved is to show
the feedbacks to the other customers. If a customer sees the feedback obtained on that product, it
gives a positive reaction and persuades them to purchase the product. This is the main concept
involved. The customers are notified to come and review the product, which is an indirect way of
persuading them to make sales for the company (Stone and Woodcock 2014). According to the
lower levels of the ladder, the customers are allowed to give feedbacks on the system which will
then be used to showcase the features of the product. This is also an indirect form of
advertisements which helps in making sales for the company.
Figure 1: Ladder of engagement
(Source: Caldwell 2017, pp 130)
The utilization of these steps is used for making profit for the company. This is the main
reason why the Amazon Company has made great success in their productions. Similarly, the

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engagement of the customers has also been increased due to the adoption of such programs of
digital marketing.
2. Evaluation of social media platform
For the evaluation of a social media platform, Facebook is chosen for making an analysis.
This is an excellent website with over a billion people who surfs their social pages. Many people
are interested in surfing facebook pages more than they surf the internet. For this reason, this
paper has made an analysis of the marketing solutions provided by Facebook.
There are various methods utilized in marketing business by the use of Facebook. This is
mainly involved in increasing the customer engagement gathered on their businesses. Now-a-
days, most of the online businesses are linked to their facebook fan page (Levy and Gvili 2015).
This is mainly involved in increasing the user engagement of the audiences involved of that
business website. There are various methods of utilizing the facebook marketing options which
are mainly being used by various online marketers across the world.
Marketing ways
The first method of using the Facebook marketing feature is to connect the business page
with the website. This helps in generating social traffic to the website which in turn leads to the
increase in the engagement of the audience. This is a great way to increase the social media
traffic for companies.
The next method used by facebook is advertising to audiences. Facebook uses classic
advertisements which can be used to target audiences depending on countries, age groups or
gender (Karjaluoto, Mustonen and Ulkuniemi 2015). Moreover, the use of Facebook ads can also