The exciting shift in promotional marketing is the movement from companies contr

Question

The exciting shift in promotional marketing is the movement from companies controlling their message to customer participation. With the advent of social media and other engagement tools, customers and employees can affect the business more than ever. Instead of just pushing advertising, the current trend is customer engagement. Three optional resources in Module 6 can get you started with this discussion board, but it is preferred that you conduct your own research.

DQ1: Post and summarize an article or video about customer engagement, digital marketing, or other current trend. Please include in the summary how you could apply this tool or method to your marketing plan.  

The responses to the student postings should demonstrate what you learned from the video or article postings and how you could apply it to your marketing plan.  

DQ 2:  How do you get your customers involved and engaged in social media? Can you carry over a social strategy from one social media channel to the next? How often should you post new content on your social networks? Why? How does social media fit with your other campaigns?

Explanation / Answer

The exciting shift in promotional marketing is the movement from companies controlling their message to customer participation. With the advent of social media and other engagement tools, customers and employees can affect the business more than ever. Instead of just pushing advertising, the current trend is customer engagement. Three optional resources in Module 6 can get you started with this discussion board, but it is preferred that you conduct your own research.

DQ1: Post and summarize an article or video about customer engagement, digital marketing, or other current trend. Please include in the summary how you could apply this tool or method to your marketing plan.

Answer :

Customer Engagement :

Customer engagement is no longer a series of one-off experiences : it's an ongoing dialogue. Companies need to be good listeners in the digital age, and that requires a new set of skills. It means listening to customers who are already having conversations about brands –yours and others : In traditional online channels as well as over the social Web. So jump into those conversations in a genuine and human way. Foster trust and form relationships through open, honest interactions over time : interactions that create positive experiences and outcomes for your customers. Positive outcomes include answering questions, solving problems, hearing ideas and supporting them (when possible), and also amplifying praise.

Digital marketing :

Traditional marketing tactics and channels are being displaced by digital initiatives that are faster, more intuitive and more relevant to today’s consumers.

Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers.The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.

Other Current Trend :

Social media marketing is the process of gaining website traffic or attention through social media sites.Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks. The resulting electronic word of mouth refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company.

Following are the social media sites.

Yes all above techniques must be a part of our Marketing plan .

Following steps are coming under marketing plan :

So in above case , while selecting marketing strategy we can use all above three techniques effectively .These all three techniques help to select best marketing strategy .

Customer engagement can be fitted in Market goals.

Social web sites can help to understand the situation analysis.

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The responses to the student postings should demonstrate what you learned from the video or article postings and how you could apply it to your marketing plan.  

DQ 2:  How do you get your customers involved and engaged in social media? Can you carry over a social strategy from one social media channel to the next? How often should you post new content on your social networks? Why? How does social media fit with your other campaigns?

Answer :

Customers involvement and Engagement in social media :

Every company who is marketing their product in today's market , its very important for them to make the use of social media for Customer involvement & Engagement.All the social web sites they are arranging some events , conferences ,seminar , Exhibitions , Online information all that is only for customer involvement & Engagement.See if we see both words involvement & Engagement , Both the words are different in actions .So company needs to execute different plan for both.

Customer involvement :Here customers are participating in activity of the marketing

Customer Engagement : Here customers are continuously made available with information so that he remain engaged.

Customers involvement and Engagement in social media through :

Mails , Videos , Messages , Calls , Gifts , Consultation , Health support etc

Social Strategy :

A strong social media strategy pushes boundaries, but it also must begin with a real understanding of the market, the target audience, and the brand’s overall business objectives.

We can not carry same strategy from one media to another media because there needs to have some special , different features , services.

eg. Social strategy of Orkut can not be applicable for  facbook , or Social strategy of whats app can not be applicable for Facebook.

Posting of contents on Social Media : In today's fast & global market marketing team has to update their information time to time , moment to moment . Its not fixed. May be after few seconds or may be after couple of days. Depends upon situation .But they need to be alert.

Because situation are very sensitive & when situation is sensitive then updation are very important.

Social Media fitment with other campaigning:

1) Flexible

2)Less costly

3) Great impact

4)Faster Response

5) Higher Productivity

6) Reliable & less time consuming

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