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Topic 2: Digital Marketing, are integrated to form - Coggle Diagram
Topic 2: Digital Marketing
Digital and Social Media Landscape
As of January 2020
Singapore's
Total Population
amounted to
5.83 million
Core Demographic Indicators
48% Female
52% Male
0.8%/46,000 annual increase in population
Median age of 42.2 years
100% Urbanisation
Population Density of 8,358 people/Km²
97% Overall Literacy Rate
96% Female Literacy Rate
99% Male Literacy Rate
Mobile Phone Connections
amounted to
8.56 million
147% of Total Population
Internet Users
amounted to
5.14 million
88% Internet Penetration
Active Social Media Users
amount to
4.60 million
79% Social Media Penetration
Digital marketing
involves applying technologies such as
Email
Databases
to support marketing activities aimed at achieving
profitable acquisition
of customers within a multichannel buying process and customer lifecycle
retention
Digital TV
Web
is
Customer-centric
communication is
Focused on the customer
has
personalised messages to promote
Example
Key Takeaways from Netflix’s Digital Marketing Strategy
Digital Marketing VS Traditional Marketing VS Social Media Marketing
Digital
Very interactive means of reaching an audience with the use of social media networks
Encourages clients to
Take action
Visit your website
Read about your products and services
Rate your products and services
Buy your products and services
Provide feedback
Cost-efficient
Gives the audience a choice
The audience can choose how they want to receive content
Examples
Blog post
Youtube Video
Tracking results are easily measured
Targets both a local and an international audience
High Return on Investment
Traditional
Very little interaction between the medium used and the customers
more of informing the public that the brand exists
Limited audience
Costly
since it involves promotions through
Printed materials
Radios
TV Channels
Banners
Billboards
Tracking results cannot be easily measured
Does not give the audience a choice
Targets a local audience
Low Return on Investment
Social Media
Social Media vs. other Digital Marketing: Which should you focus on?
Digital Marketing Channels
Online PR
involves
Maximising favourable mentions of your company
Products
on 3rd party web sites such as
Blogs
Podcasts
Social Networks
Feeds
Websites
Brands
Display Advertising
Examples
Social media/ Viral marketing
Opt-in email marketing
Search Engine Optimization
consists of
improving the visibility of a website
so that
it appears more frequently in the organic results of the search engines
Affiliate Marketing
is
A commission-based arrangement
where
referring sites receive a commission on sales or leads by merchants based on a percentage of the product sale price or a fixed amount for each sale
Search Engine Marketing
involves
Placing a message on a search engine
to encourage
click-through when users type a specific keyword phrase
Types of Media
Earned
Examples
Search Engine Optimization
Bloggers/ Influencers
How to find them?
How To Find Brand Ambassadors & Influencers
Social Media Platforms
Paid
Examples
Mobile Ads
Social Ads
Search Engine Marketing
Owned
Examples
Own Mobile Site
Own Mobile Apps
Own Website
Advantages of Digital Marketing and Social Media
Digital Marketing
Speed
Quick response
Engagement
2-way communications
Low barriers to entry
Start with low costs
Trackable & Measureable
Biggest advantage for benchmarking
Always On
24/7 ready
Social Media
Brand Recognition & Awareness
Organic Audience Growth
Customer Insights
Improves Brand Loyalty
Contributes to Better Search Engine Optimization
Positive Impacts Example
What is the Impact of Social Media on Your Marketing
Omni-Channel Marketing
provides customers with an integrated shopping experience from the first touchpoint to the last
each channel works together to create a
unified message
voice
for the company
brand
Examples
Starbucks reward app
Disney
Sephora
are integrated to form