Digital Marketing Report: Strategies, Analysis, and Implementation

This report provides a comprehensive overview of digital marketing strategies, emphasizing customer relationship building through platforms like Facebook and Twitter. It delves into core stages for developing effective social media marketing strategies, including identifying the current state, defining the target audience, creating engaging content, and utilizing social media management tools. The report also explores the role of social media marketing in reinforcing overall marketing strategies, highlighting its benefits in identifying customers and building brand reputation. Furthermore, it contrasts social media marketing with traditional marketing approaches, underscoring the importance of both in a comprehensive marketing plan. The analysis extends to the role of the mobile environment for online retailers, examining its impact on marketing communication decisions and the significance of content marketing. The report includes references to support its findings and provide a foundation for understanding the evolving landscape of digital marketing. The assignment is a student report available on Desklib, a platform providing AI-based study tools.

Running head: Digital Marketing
Digital Marketing
Name
Institution’s name

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Contents
Part 1................................................................................................................................................3
Identification of digital marketing to build the customer relationship.........................................3
Core stages to develop social media marketing strategy and its aims.........................................6
The role of social media marketing and traditional marketing to reinforce the organization
marketing strategy........................................................................................................................8
Part 2..............................................................................................................................................11
The role of mobile environment for the online retailer and its impact on marketing
communication decision............................................................................................................11
PART 3..........................................................................................................................................14
Content Marketing.....................................................................................................................14
References.................................................................................................................................18

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Part 1
Identification of digital marketing to build the customer relationship
Digital marketing is the process of marketing in which the products mainly get the promotion via
the channel of electronic media (Edgerly, 2015). The main different between the traditional
market and the digital market is that digital market mainly deals with the people who are
connected to the electronic media all the time. Moreover, it is to be said that this type of
marketing happens in real time. There are various stages where the digital marketing can take
their places. It is to be said the digital marketing is the most effective way in today's generation
as most of the people are connected to the social media, and the promotions of the products
(Hailu, Vyn, & Ma, 2014) reach the customers very easily. The digital marketing can be
elaborated mainly by two kinds of platforms. The platforms are like,
Facebook marketing
The Facebook marketing is the most common and effective stage to build the right kind of
relationship with the customers. It is to be said that there are millions of users those are using
Facebook. It is very hard to find a person who doesn't have a Facebook account. That is why the
CMOs of the companies target the platform of Facebook initially in order to make the right kind
of movement in the field of marketing. The processes by which the relationships are mainly built
are,
 Building a database: This means that the company who is going to promote the products
must create a database or page in their Facebook account. It is mainly done to bring all
the customers under one single roof. Firstly the customers are invited to like the page. In

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response many interested customers start to like the page and consider themselves to be
under the roof of that company. Interested customers then approach the company to buy
their products and so on. This process is very effective not only the relationship between
the company, and the customers are maintained, but the cost required to make any kin
advertisement on the Facebook pages is minimal than any other advertisement stages
(Burrell, & Beard, 2010).
 The engagement of priorities: There is various process of advertisement that can be
made on the Facebook pages. Suppose a company is selling digital cameras. In this case
either they can upload some photos that are taken by their cameras, or they can upload
the photos of the cameras. Depending on the choice of the customers the right process
must be chosen. Moreover, the CMO has to make a strict decision about where the
business is going to happen. The buys and the sales of the products can be done in
association with Facebook, or the customers can be redirected to the company's official
page to make all kinds of transaction.
 Identifying the most important customers: It is the most important aspect of the
marketing process. Identifying the customers can bring a lot of positive changes in the
marketing. It can be said that there are many users in the Facebook who will not think the
second time to just hit the like button in the page. But the customers who are interested in
the products of the company. Only in this way, the products can be sold, and the
customers can be satisfied with the servitude of the company. The identification can be
done by the process of communication (Polgár, & Kazinci, 2013).

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The era of digital marketing can be redefined by use of Twitter for promoting the products.
There are various ways by which the relationship with the customers can be built by using the
facilities of Twitter. The ways are,
 Providing continuous information: The information about the products must be
elaborated in the advertisement on the site. The offers and the specifications of the
product must be elaborated in a unique way so that the customers get the interest after
seeing the product.
 Avoiding same message repetition: It means that the advertisement must be descriptive
but short in size. The customers usually don’t have time to go through a big
advertisement. So it is better for the company to make a short advertisement without
repeating the same features of the product (Wouters, Workum, & Hissel, 2011).
 Avoid being bored: The customers must not feel bored while reading the advertisement.
It is to be said that if the advertisement wants to attract the customers in the most
significant way, then the advertisement must put effects in the customer's mind so that the
customers show their willingness to buy the product.
 Offering occasional deals: Every customer across the globe have the eagerness to be
profitable by getting more and more offers while purchasing a particular product. This is
to be added that the company must put some offers on the products they sold. The offers
must be seasonal, or the offers must be there on some special occasions like
Independence Day.
 Limitation in company-related tweets: If the company want to make continue run in
the digital marketing process they must set few limitation in the field of promoting their
company. Continuous promotion of the policies and offers of the company can make the

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situation worse for the customer. If the customers feel disgusted, they will unfollow the
company.
 Focusing on the tweeter audience: While making any promotion and giving any
advertisement in the Twitter, the company must put all their concentration on the target
audience. They must recognise every single interested customer who have shown their
interest towards the product. This is the perfect way to spread the business online. Proper
communication system (Moore, 2010) and the efficient employee is needed to make all
kinds of communication with the customers.
So these are the perfect ways to build a strong relationship with the customer to increase the
platform of the business. This is very effective because the positive or the negative response
from the customers happen in real time.
Core stages to develop social media marketing strategy and its aims
There are various stages to develop the social media marketing strategies. The stages are as
follows,
 Considering the present state: First of all the company has to understand the present
condition and the state in which they are in. There are few areas to be audited concerning
the present state. The areas are
 The network in which the company is making all its operations.
 Optimising the present network
 Valuing the best network to work on
 Comparing the profiles of a particular company with the competitors’ profiles
 Identifying the customers: This is the most important stage while running the business
online or promoting the products of the company in the social media. The customers can

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be elaborated and classified depending on their ages, earnings, the standard of living, etc.
Moreover, the habit of using the social media must also be a matter of concern.
 Creating a social media mission: Creating the social media mission is very crucial. This
is mainly done remembering all the targets and the goals of the organisation. The plans
and the vision of the company are made clear to the customers by which the customer
gets all the attraction to buy a particular product. Moreover this is to be added that the
statements and the demand of the customers must be kept in mind before making any
kinds of plans.
 Identifying the key success metrics: The main issues and the main advantages must be
identified to spread the business further more. It is to be added that the company must put
all its concentration depending on the strong and advantageous points. There are few
metrics that must be taken under the matters of concerns,
 The conversion rate
 The assumed time that is spend on the web site
 Reaching the customers
 The brands must be mentioned
 The emotion and the sentiment of the customers
 The total share
 Creating and curating engaging content: The contents that are to be created in order to
make the perfect promotion for the products. It is to be said that many companies directly
jump to this stage without going through the previous stages and this is not the right
process. However the companies follow many strategies in order to advertise their
products,

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 They can post images of their products
 The videos of the products are more effective than the images
 Blog post are very effective special for the small companies
 Infographic posts are also effective
 There are many customers who have the habit of reading the eBooks. Posting
eBooks in the social media is also an effective strategy.
 The online interviews or the surveys of the customers are also very effective in
order to get responses.
 Making the investment in a social media management tool: It is more than effective to
invest in a social media management tool (Balasubramanian, Vishnu, & Sidharth, 2016).
The main advantage of using this tool is that it keeps all the updates in its mind. Every
time when new posts are needed to be posted on the social media this tool makes all the
arrangement accordingly. Actually this tool keeps all the news and the updates of the
online customers.
The main advantages of posting ads and promoting the products in the social media are directly
connected with the activity of the customers in the social media. Moreover, it can be added that
the companies take all kinds of strategies depending on the demand and the condition of the
customers. The success and the aims of the business directly depends on the customers only.
The role of social media marketing and traditional marketing to reinforce the organization
marketing strategy
Social media marketing
There are many roles of the social marketing to reinforce the strategy of the organization. The
roles of the social marketing can be elaborated in many ways, and the ways are as follows,

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 Development of a business model involving the social media: The business goals and
the targets can be emphasized using the platform of the social media. Social media cannot
fix the business for any company, but it assures the best supporting role for any kind of
small and large business.
 Helps to identify the customers: Social marketing mainly helps to identify the
customers in real time. This can be said that the platform of social media is open for all
kinds of customers and the customers also get the updates about the products and the
offers that are associated with products.
 The Reputation: The reputation of the social media helps a particular organization to be
in the forward position. There are many users across the globe who have been using
social media on a regular basis. It is to be said that this advantage of the social media
helps the company to expand the market among many customers.
 The effective tactics of social media: The tactics that are used by the social media is
more than effective. While using the social media the ads are presented to the customers
automatically, and after viewing the attractive offers from the company many customers
want to grab the product, and the company gets all kinds of benefits.
Except for the concept of social media, there is traditional marketing that can reinforce the
marketing strategy for any organization. The roles of the traditional marketing is as follows,
 The traditional marketing process has been used by many organization in order to
promote the products. This marketing process is also as effective as the social media
marketing. The processes that are used by this marketing directly reach the target
audience ("Advertising Reach your Target Audience", 2015) effectively.

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 This marketing strategy has the ability to bring every customer all together along. It
means that the offers are mainly given by banners or posters on the road side. The
customers get attracted by the offer after seeing the ads in the banners beside the roads.
 Traditional marketing ("Down-regulation of SOSTDC1 promotes thyroid cancer cell
proliferation via regulating cyclin A2 and cyclin E2", 2015) uses the television channels
to post the ads and there are many places in the world where the social media has not
reached yet. The ads on the televisions are very effective in those places.
The roles of these marketing have really helped many organization in many effective ways. It is
to be said that the products of the company mainly depend on the marketing strategies in order to
attract the customers to purchase the products.

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Part 2
The role of mobile environment for the online retailer and its impact on marketing
communication decision
Mobile environment
The role of the mobile environment for the online retailer can be elaborated in many ways. It is
to be said that the use of mobiles in the field of purchasing the products online is very effective.
Moreover there are various roles of the mobile environment to be emphasized while describing
the online retailing business. The roles of the mobile environment are as follows,
 The use of mobile phones gives the flexibilities to the customer of purchasing products
online from anywhere. Depending on the condition of the internet connectivity the
customer can use the mobile effectively in order to purchase any kinds of products.
 In today’s world the use of mobile phone has come into a crucial turning point. The smart
phones have captured the market over the traditional mobile phones and this is the reason
why people are able to use the internet facility in the mobile phones. This has made them
go through the offers of the products and the products are also clearly visible in the
websites.
 The communication system has been improved a lot due to the use of mobile phones in
every aspect of human’s life. It is to be said that the mobile phones have taken all the
priorities from the life of the people in an effective way. Moreover it can be added that

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the mobile phones have provided all kinds of advantages especially in the part of using
the internet. Using this advantages many apps and websites are built to sell products o the
customers.
 The flexibility is mainly provided by the mobiles and that is why the customers find
themselves in a better place to buy products online. It has been very effective for the
online retailer and their products are sold through mobile transaction. It means the online
money transactions are available in the mobile facility.
The use of mobile environment is very effective in today’s generation. It can be said that the
mobiles have brought an era and in short It can be said that the use of the mobile phones are very
effective for the customers as well as for the retailers those are doing the online business.
Impact of mobile environment on marketing communication decision
The impacts of mobile environment can be elaborated through various stages of marketing
communication decision. It is to be said that the mobile environment can effectively be used in
the communication decision of marketing. There are various stages of marketing communication
process and the impacts of mobile environment on those process can be elaborated through these
stages. The stages are as follows,
 Advertising: This is the first step of the marketing communication decision and it is the
most crucial part in the marketing concerning the situation of the company. Advertising
can effectively be done through the use of mobile phones. In other hands te
advertisements are easily available in the screens of the mobile if the customer opens the
internet. So this is justified that the use of mobile phones are very effective in the field of
advertising the products.

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 Websites: The websites of the online retailer are the part of the marketing
communication decision and these web sites are easily available in the mobile phones.
The customers can access the web sites very easily and the products of the companies are
sold. The use of mobiles in the field of purchasing makes the situation more effective for
the retailers.
 Personal selling: The personal selling are also done through many web sites. Many
customers are willing to sell their products to other customers. Then they take a photo of
the product and upload the photo in particular web sites. The buyer response through the
web sites where the photo was uploaded. The process can easily be done through a
mobile phone.
 Direct marketing: The direct marketing of any product can be effectively done through
mobile handsets. The customers notice the products while using the social media and the
interested customers approach to buy the product by contacting the retailer through
mobile phone.
 Public relation: The relation between the customer and the company can be built easily
by making good communication via mobile phones. It is to be said that the mobiles can
effectively be used for calling or surfing the internet. Using these facilities the buyers can
make contact with the customers easily. Moreover the seller of the product can contact
the customer through the social media or through the phone numbers of the customers.
At the end it can firmly be said that the use of mobile phones is very helpful in order to build the
perfect communication among the customers and the companies. Standing in the initial stages of
the twenty first century it can be noticed that the use of the mobile phones have been increased a
lot. The companies have noticed this and depending on the usage of the mobiles they have made

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their business plans. The plans include the use of the mobile phones and the customer can access
the products of the company through different applications. This where a new era has started and
especially the online retailer are making huge benefits. This process has become so famous that
the normal offline companies have also started to give the advertisement in the social medias and
in different websites. This is mainly done in order to attract the customers towards their products.
PART 3
Content Marketing
Content marketing is a type of marketing engrossed with creating, distributing and publishing
content for beset audience online. It is frequently used with the intention of attracting attention
and generating leads, increasing or generating online sales, expanding customer base, engaging
online communal of users, increasing brand credibility(Sheehan, 2010). Unlike various types of
online presentation, content marketing depends on meeting and describing a client’s necessity for
information. Content marketing is a kind of advertising approach which focused on making and
distributing important, consistent and relevant content to draw the attention of the audience and
to maintain clearly defined client and to drive gainful customer action. Marketers in a huge
majority are now utilising content marketing(John, 2011). In fact, many prominent companies
like Microsoft, P&G, John Deere, Cisco Systems use content marketing. It is executed and
developed by small corporate all over the world. There are many roles in content marketing such
as-
1. Providing values to the customers: With the advertisement, Customers frequently try to
ignore, mute or escape from them they can come as soon as possible. Content developers

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tailor a content what a customer want or need; they spend several hours with a content
which is developed for creating a relationship with the content and the brand of a
customer(Jones, & Silverstein, 2009). The developers always remain engaged with
customer's product. People usually read contents for few months before purchasing a
product, and they keep the continuation of the reading of contents until the time arises.
2. Acknowledging customers for purchasing a product: People cannot take the risk to
purchase a product from online as they could not realise how the product is valuable, or
much they need it. Buyers may not purchase from any organisation which trades direct
mail like Postcard Mania, as they do not make out how it workings, not because they
need no product. Media type content like Youtube videos and blog posts can educate
buyers to the fact that they will be ready to purchase the products. It is a very helpful for
business organisations for earning a profit in a huge amount.
3. Create a sense of reciprocity with customers: As a company gives more and more free
content to the people, they can be satisfied with any content where they can receive more
benefit what is the main thought of every customer. Customers will want to purchase
anything from a company which makes the provider better and make money for the
customers and company both.
4. Earn more profit by attracting customers for free: If a company can draw the attention of
a customer by paying free offer, the business organisation will be profitable for giving the
scope to the customers. For writing a blog whatever it expenses for any business, it will
sustain for the full life of that business, and organisation will get a lifetime income from
that advertisement. Content will always become the asset for any business.

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5. Pay attention to customer's demand: Content marketing is such a creation which is always
focused on public demand. What is the running news or recently occurred or launched in
the market always focused on that to grab the customer's attention or necessity is
published. Doing the same, the company makes its profit by opening the site by click.
The director of an audience has to take responsibilities in charge of monitoring the
audience. He has to make sure that all content writers are closely familiar with
characteristics of audience members, their hunger triggers, what kind of actions they want
to take. The director of the audience should take the responsibilities for making
subscription assets such as email lists, direct mail lists, social media, etc. that can
develop, be segmented when the content mission develops and expands. This individual
can oversee the stage of marketing automation for the business organisation. The chief
content officer, a content ambassador, is known as the chief story teller of an
organisation. The person of this post has to take responsibilities of the overall programs
such as content or editorial marketing mission for the setting and assimilating all of the
content. The CCO is also responsible for making sure that the data remain steady and
must make out how the data change into results. Through all these process content
marketing is maintained all over the world.
There are many relevant laws the organisation would need to consider when developing content
marketing across various platform such as, children related law, endorsement law, health claims,
made in the USA, telemarketing, online advertising and marketing, etc. If any company publicise

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to kid related or children products to the parents of the children, it is necessary to fulfil with
reality in advertising the quality of the products.
If any company does not use endorsements in their marketing, they should remember this point.
They should meet the FTC’s guides and the standard of their act to carry on the business
properly.
Environmental marketing should be maintained to continue the business of content marketing.
Any company has to provide evidence about the quality of the product and the packaging for
environmental marketing. The company has to provide reliable scientific proof about the product
as the customers must be known about the product.
Companies must maintain and show their claim of advertisements with exact proof. It should be
maintained for market food, dietary supplements, counter drugs, contact lenses, other health
related things
If any product is made in the USA, it should also be mentioned for the buyers as they have the
right to know all about the information of the products. If the manufacturers or marketers choose
to claim about the quantity of USA content, the marketers need to identify about the
Enforcement Policy Statement on U.S Origin Claims of FTC.
Another important law about the content marketing is to aware about the online advertising and
marketing policies. The internet links up with the manufacturers to buyers all over the country
and all around the globe(Sheehan, 2010)If any company wants to give advertisement through
online, they should maintain the regulations and rules that are the safeguard for consumers also
benefit businesses by retaining the credibility of this marketing medium like the internet.

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Down-regulation of SOSTDC1 promotes thyroid cancer cell proliferation via regulating cyclin
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