Principles of marketing/PMKT103/Digital marketing/Required reading 2

Social media

Consider these statements:

• Social media websites and applications allow users to create and exchange user-generated content on the web.
• Social media serves as a cost-effective communication channel for promoting brands to target audiences.
• Digital marketing uses internet-connected devices to engage consumers with online advertising, primarily through pull or push methods.
• Types of Internet advertising include banner, semantic, affiliate, social networking, and mobile.
• Mobile marketing is the practice of promoting brands over mobile devices such as smartphones, portable media players and tablets.
• Understanding consumers' social behavior online and offline is essential to developing viable marketing communications strategies.
• Consumer-generated content can be text, images, video or other digital information posted and shared by end-users.

(Boundless)

Social and digital media marketing

1. Read the following 7 short articles on Social Media and Digital Marketing in the Boundless Marketing textbook. They cover:
   • Defining Social Media
   • Social Media Marketing Communications
   • Digital Marketing Characteristics
   • Types of Internet Advertising
   • Mobile Marketing
   • Social Behaviour of Consumers
   • Types of Consumer-Generated Digital Content
2. How can social media marketing communications raise a product's visibility and build a community of followers?
3. Post a WEnote giving an example if possible.
4. Look on the course feed page to see what others have posted.

Note: Your comment will be displayed in the course feed.