Benefits of Social Marketing

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Strategy Planning

Digital marketing planning is a term used in marketing management. It describes the first stage of forming a digital marketing strategy for the wider digital marketing system. The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scannable Surface. Nevertheless, both are aligned with the vision, the mission of the company and the overarching business strategy.

Stages of planning

Using Dr Dave Chaffey's approach, the digital marketing planning (DMP) has three main stages: Opportunity, Strategy, and Action. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.

1) Opportunity

To create an effective DMP, a business first needs to review the marketplace and set 'SMART' (Specific, Measurable, Actionable, Relevant, and Time-Bound) objectives. They can set SMART objectives by reviewing the current benchmarks and key performance indicators (KPIs) of the company and competitors. It is pertinent that the analytics used for the KPIs be customized to the type, objectives, mission, and vision of the company.

Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as influencer outreach. This means they have competitive advantage because they are able to analyse their co-marketers influence and brand associations.

To seize the opportunity, the firm should summarize its current customers' personas and purchase journey from this they are able to deduce their digital marketing capability. This means they need to form a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy i.e. labor, time, etc. By summarizing the purchase journey, they can also recognize gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase profit.

2) Strategy

To create a planned digital strategy, the company must review their digital proposition (what you are offering to consumers) and communicate it using digital customer targeting techniques. So, they must define online value proposition (OVP), this means the company must express clearly what they are offering customers online e.g. brand positioning.

The company should also (re)select target market segments and personas and define digital targeting approaches.

After doing this effectively, it is important to review the marketing mix for online options. The marketing mix comprises the 4Ps – Product, Price, Promotion, and Place. Some academics have added three additional elements to the traditional 4Ps of marketing Process, Place, and Physical appearance making it 7Ps of marketing.

3) Action

The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as the audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned, and earned media of the company.The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.

After confirming the digital marketing plan, a scheduled format of digital communications (e.g. Gantt Chart) should be encoded throughout the internal operations of the company. This ensures that all platforms used fall in line and complement each other for the succeeding stages of digital marketing strategy.

Understanding the market

One way marketers can reach out to consumers, and understand their thought process is through what is called an empathy map. An empathy map is a four-step process. 

The first step is through asking questions that the consumer would be thinking in their demographic. 

The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. 

The final step is to imagine what the consumer will try to do based on the other three steps. This map is so marketing teams can put themselves in their target demographics shoes. 

Web Analytics are also a very important way to understand consumers. They show the habits that people have online for each website. 

One particular form of these analytics is predictive analytics which helps marketers figure out what route consumers are on. This uses the information gathered from other analytics and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the people's trends.

Consumer behavior- the habits or attitudes of a consumer that influences the buying process of a product or service. Consumer behavior impacts virtually every stage of the buying process specifically in relation to digital environments and devices.

Predictive analytics- a form of data mining that involves utilizing existing data to predict potential future trends or behaviors. Can assist companies in predicting future behavior of customers.

Buyer persona- employing research of consumer behavior regarding habits like brand awareness and buying behavior to profile prospective customers. Establishing a buyer persona helps a company better understand their audience and their specific wants/needs.

Marketing Strategy- strategic planning employed by a brand to determine potential positioning within a market as well as the prospective target audience; involves two key elements: segmentation and positioning. By developing a marketing strategy, a company is able to better anticipate and plan for each step in the marketing and buying process.

Sharing economy

The "sharing economy" refers to an economic pattern that aims to obtain a resource that is not fully utilized. Nowadays, the sharing economy has had an unimagined effect on many traditional elements including labor, industry, and distribution system. This effect is not negligible that some industries are obviously under threat. The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment.

Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain. Digital Marketing channels, however, consist of internet systems that create, promote, and deliver products or services from producer to consumer through digital networks. 

Increasing changes to marketing channels has been a significant contributor to the expansion and growth of the sharing economy. Such changes to marketing channels has prompted unprecedented and historic growth. In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy.

Digital marketing channels within the sharing economy are typically divided into three domains including, e-mail, social media, and search engine marketing or SEM.

E-mail- a form of direct marketing characterized as being informative, promotional, and often a means of customer relationship management.Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. Success is reliant upon a company’s ability to access contact information from its past, present, and future clientele.

Social Media- Social media has the capability to reach a larger audience in a shorter time frame than traditional marketing channels.This makes social media a powerful tool for consumer engagement and the dissemination of information.

Search Engine Marketing or SEM- Requires more specialized knowledge of the technology embedded in online platforms. This marketing strategy requires long-term commitment and dedication to the ongoing improvement of a company’s digital presence.

Other emerging digital marketing channels, particularly branded mobile apps, have excelled in the sharing economy. Branded mobile apps are created specifically to initiate engagement between customers and the company. This engagement is typically facilitated through entertainment, information, or market transaction.

It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feedback to the firm on a community-based site or straight directly to the firm via email. Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of-mouth marketing.

Benefits of social media marketing

• Allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email based advertising.
• Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.
• Accommodates personalized and direct marketing that targets specific demographics and markets.
• Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately.
• Ideal environment for a company to conduct market research.
• Can be used as a means of obtaining information about competitors and boost competitive advantage.
• Social platforms can be used to promote brand events, deals, and news.
• Platforms can also be used to offer incentives in the form of loyalty points and discounts.

Source https://en.wikipedia.org/wiki/Digital_marketing Image: Pexels

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

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Ineffective forms of digital marketing

Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion. Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015). Digital media helps brands reach consumers to engage with their product or service in a personalized way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016). Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.

Prioritizing clicks

Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads is relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).

Balancing search and display

Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness of this. This, in turn, disregards other marketing efforts, which establish brand value within the consumer's mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016). 

This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. T Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. 

Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).

Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016). Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016). 

Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).

Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the user's entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012). 

Source  https://en.wikipedia.org/wiki/Digital_marketing

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

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Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. 

Market researchers need to understand how the Omni-channel affects consumer's behavior, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involve deduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016).

An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).[59] Television and radio industries are the electronic media, which competes with digital and other technological advertising. 

Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).

Targeting, viewability, brand safety, and invalid traffic: Targeting, viewability, brand safety, and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).

Another element, which is affected by digital marketing, is ‘viewability’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).

Channels

Digital Marketing Channels are systems based on the Internet that can create, accelerate, and transmit product value from producer to a consumer terminal, through digital networks. 

Digital marketing is facilitated by multiple Digital Marketing channels, As an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand. There are multiple digital marketing channels available namely;

Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable, and easy means of marketing through online platforms. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates, it leaves the brand prone to exploitation in terms of claiming commission that isn't honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.

Display advertising - As the term implies, online display advertising deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on search engines, classified or dynamic advertisements, etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.

Email marketing - Email marketing in comparison to other forms of digital marketing is considered cheap; it is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied. In terms of visual appeal, there are indications that using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is. Using a casual tone invokes a warmer and gentle and inviting feel to the email in comparison to a formal style. For combinations; it's suggested that to maximize effectiveness; using no graphics/visual alongside casual language. In contrast, using no visual appeal and a formal language style is seen as the least effective method.

Search engine marketing - Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate Search engine optimization, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

Social Media Marketing - The term 'Digital Marketing' has a number of marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain the attention of buyers over the web using different social media platforms.

Social networking service - A social networking service is an online platform which people use to build social networks or social relations with other people who share similar personal or career interests, activities, backgrounds or real-life connections

In-game advertising - In-Game advertising is defined as the "inclusion of products or brands within a digital game. "The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner. There are many factors that exist in whether brands are successful in the advertising of their brand/product, these being: 

Type of game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow, or entertainment. The attitude towards the advertising also takes into account not only the message shown but also the attitude towards the game. 

Dependent on how enjoyable the game is will determine how the brand is perceived, meaning if the game isn't very enjoyable the consumer may subconsciously have a negative attitude towards the brand/product being advertised. In terms of Integrated Marketing Communication "integration of advertising in digital games into the general advertising, communication, and marketing strategy of the firm" is important as it results in a more clarity about the brand/product and creates a larger overall effect.

Online public relations - The use of the internet to communicate with both potential and current customers in the public realm.

Video advertising - This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time.

Online Video Advertising usually consists of three types: 

Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched. Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".  Due to selective attention from viewers, there is the likelihood that the message may not be received. 

The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioral decision. 

These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time, therefore manipulating these variables will yield different results. The length of the advertisement has shown to affect memorability where-as a longer duration resulted in increased brand recognition.

This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand. 

These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached. Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control". 

As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from a mass amount of a brand advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.

Native Advertising - This involves the placement of paid content that replicates the look, feel, and oftentimes, the voice of a platform's existing content. It is most effective when used on digital platforms like websites, newsletters, and social media. Can be somewhat controversial as some critics feel it intentionally deceives consumers.

Content Marketing - This is an approach to marketing that focuses on gaining and retaining customers by offering helpful content to customers that improves the buying experience and creates brand awareness. A brand may use this approach to hold a customer’s attention with the goal of influencing potential purchase decisions.

Sponsored Content - This utilises content created and paid for by a brand to promote a specific product or service.

Inbound Marketing- a market strategy that involves using content as a means to attract customers to a brand or product. Requires extensive research into the behaviors, interests, and habits of the brand's target market.

It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feedback to the firm on a community-based site or straight directly to the firm via email. Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of-mouth marketing.

Benefits of social media marketing

• Allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email based advertising.
• Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.
• Accommodates personalized and direct marketing that targets specific demographics and markets.
• Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately.
• Ideal environment for a company to conduct market research.
• Can be used as a means of obtaining information about competitors and boost competitive advantage.
• Social platforms can be used to promote brand events, deals, and news.
• Platforms can also be used to offer incentives in the form of loyalty points and discounts.

Source: https://en.wikipedia.org/wiki/Marketing Image: Pexels

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

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What is a Digital Business?

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.

 Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life,  and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. 

Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing.

The development of digital marketing is inseparable from technology development. One of the first key events happened in 1971, when Ray Tomlinson sent the first email, and his technology set the platform to allow people to send and receive files through different machines. However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computers was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker. These kinds of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient.

In the 1990s, the term Digital Marketing was first coined,.With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant factor in marketing technology. Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. 

Marketers were also able to own huge online customer data by eCRM software after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad.

In the 2000s, with increasing numbers of Internet users and the birth of iPhone, customers began searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company. In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address. These problems encouraged marketers to find new ways to integrate digital technology into market development.

In 2007, marketing automation was developed as a response to the ever evolving marketing climate. Marketing automation is the process by which software is used to automate conventional marketing processes. Marketing automation helped companies segment customers, launch multichannel marketing campaigns, and provide personalized information for customers. based on their specific activities. In this way, users activity (or lack thereof) triggers a personal message that is customized to the user in their preferred platform. However, despite the benefits of marketing automation many companies are struggling to adopt it to their everyday uses correctly.

Digital marketing became more sophisticated in the 2000s and the 2010s, when[ the proliferation of devices' capable of accessing digital media led to sudden growth. Statistics produced in 2012 and 2013 showed that digital marketing was still growing. With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology.

Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time. In the USA online marketing is still a popular term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing has become the most common term, especially after the year 2013.

Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection.

New non-linear marketing approach

Nonlinear marketing, a type of interactive marketing, is a long-term marketing approach which builds on businesses collecting information about an Internet user's online activities, and trying to be visible in multiple areas.

Unlike traditional marketing techniques, which involve direct, one-way messaging to consumers (via print, television, and radio advertising), nonlinear digital marketing strategies are centered on reaching prospective customers across multiple online channels.

Combined with higher consumer knowledge and the demand for more sophisticated consumer offerings, this change has forced many businesses to rethink their outreach strategy and adopt or incorporate omnichannel, nonlinear marketing techniques to maintain sufficient brand exposure, engagement, and reach.

Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms, and to tailor the advertising to different individual buyers rather than a large coherent audience.

Tactics may include:

Search engine optimization (SEO)

Social media marketing

Video marketing

Email marketing

Blogging

Website marketing

Paid search/contextual advertising

Some studies indicate that consumer responses to traditional marketing approaches are becoming less predictable for businesses.[30] According to a 2018 study, nearly 90% of online consumers in the United States researched products and brands online before visiting the store or making a purchase.[31] The Global Web Index estimated that in 2018, a little more than 50% of consumers researched products on social media.[citation needed] Businesses often rely on individuals portraying their products in a positive light on social media, and may adapt their marketing strategy to target people with large social media followings in order to generate such comments.[32] In this manner, businesses can use consumers to advertise their products or services, decreasing the cost for the company.[33]

Brand awareness

One of the key objectives of modern digital marketing is to raise brand awareness, the extent to which customers and the general public are familiar with and recognize a particular brand.

Enhancing brand awareness is important in digital marketing, and marketing in general, because of its impact on brand perception and consumer decision-making. According to the 2015 essay, “Impact of Brand on Consumer Behavior”:

“Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers’ perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics.”

Recent trends show that businesses and digital marketers are prioritizing brand awareness, focusing more on their digital marketing efforts on cultivating brand recognition and recall than in previous years. This is evidenced by a 2019 Content Marketing Institute study, which found that 81% of digital marketers have worked on enhancing brand recognition over the past year.

Another Content Marketing Institute survey revealed 89% of B2B marketers now believe improving brand awareness to be more important than efforts directed at increasing sales.

Increasing brand awareness is a focus of digital marketing strategy for a number of reasons:

Content Source: https://en.wikipedia.org/wiki/Digital_marketing -Image: Pexels

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

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There is a reason for that.

Keyword Planner - is a tool created for advertisers and is not meant for content creation or SEO. Yes, it does contain valuable data about keywords such as competition, suggested bid, average monthly searches, etc.

But, at the same time, it will hide profitable long-tail keywords with thousands of monthly searches that can be used to create content for your website. Some digital marketing professionals think that it is done on purpose and helps Google to increase the competition and cost-per-click for a limited number of keywords.

Keyword Tool is the best alternative to Google Keyword Planner for content marketing and SEO as it does not hide popular keywords that can be used to create content for your website.

Why Is Keyword Tool One Of The Best Free Keyword Research Tools?

There are few places on the web where you can find keywords that people type in Google search box. One of the most popular sources of this information is Google Keyword Planner.

Unfortunately, data presented by Google Keyword Planner is meant to be used for paid advertising inside Google Ads platform. The keywords that you will find with this tool might be too generic and not very descriptive. In other words, barely useful for content marketing, blogging, or SEO.

Keyword Tool does not use Google Keyword Planner to generate keyword ideas. We find keywords that people search for on Google using the different source - Google Autocomplete.

Google Autocomplete, the source of data employed by Keyword Tool, was created by Google to make search experience for people easier and faster.

Basically, Google shows the autocomplete suggestions whenever you start typing anything into Google search box. It is in Google's best interest to show the most relevant keywords in the autocomplete suggestions. Keywords that would help Google to retrieve the most relevant websites and help users find the most relevant content for their search query.

Here is what Google says about the autocomplete predictions:

Autocomplete predictions are automatically generated by an algorithm without any human involvement based on a number of objective factors, including how often past users have searched for a term.

How Does Keyword Tool Work?

Keyword Tool is free online keyword research instrument that uses Google Autocomplete to generate hundreds of relevant long-tail keywords for any topic.

Google Autocomplete is a feature used in Google Search. Its purpose is to speed up the searches performed by users on Google.

The search terms suggested by Google Autocomplete are selected based on many different factors. One of them is how often users were searching for a particular search term in the past.

Keyword Tool helps you employ Google Suggest for keyword research. It extracts Google keyword suggestions and presents it to you in an easy-to-understand interface.

To generate long-tail keyword suggestions, Keyword Tool prepends and appends the search term which you specify with different letters and numbers, places it into Google search box and pulls out keyword suggestions. Best part, all of it happens in a split of a second!

Using Keyword Tool, you can choose a specific Google domain out of 192 supported domains and one out of 83 languages that will be used to produce keyword suggestions.

The free version of Keyword Tool can generate up to 750+ keywords from Google autocomplete in seconds.

The advanced version of Keyword Tool, Keyword Tool Pro, provides on average two times more keywords in comparison to the free version and offers a handful of other useful features. You can find more information about Keyword Tool Pro and subscribe at this page.

You can quickly find and analyze thousands of relevant long-tail keywords with free or paid version of Keyword Tool and use them for content creation, search engine optimization, pay-per-click advertising or other marketing activities.

Are you a business owner, online marketer or content creator? If so, most likely you would like more people to visit your website, read your content and buy your products or services. The easiest way to achieve it is to find out what your potential customers or readers are searching for on Google and create content on your website around these topics.

Every search is an expression of people's needs, wants, interests and desires. Imagine how your business would benefit if you could analyze search trends on Google, find search terms that are related to your business domain and customize content on your website to serve the actual needs of your customers.

Keyword Tool will help you discover thousands of new long-tail keywords related to any topic by automatically generating Google's search suggestions. The keyword suggestions will be produced based on a Google domain and language that you choose.

Keyword Tool Is The Best Alternative To Google Keyword Planner And Other Keyword Research Tools

Here are a few reasons why:

• Free version of Keyword Tool generates up to 750+ long-tail keyword suggestions for every search term
• Unlike Keyword Planner or other tools, Keyword Tool is extremely reliable as it works 99.99% of the time
• You can use Keyword Tool absolutely for free, even without creating an account

Every search is an expression of people's needs, wants, interests and desires. Imagine how your business would benefit if you could analyze search trends on Google, find search terms that are related to your business domain and customize content on your website to serve the actual needs of your customers.

Worldprofit work at home review

 How to make money with Worldprofit without upgrading to Silver membership. George Kosch is the owner of the affiliate marketing training website. Marketers can join for Free and start advertising in the classified ad site to start getting views to any link. It requires staying active to gain the most benefits. The personal virtual salesperson will walk you through the steps for getting started and it is recommended to upgrade to the monthly or yearly plan but it is not necessary.

Free members get internet marketing training

The easiest way to see success is to get your links in front of as many people as you can. Free members get internet marketing training for free, as well as a blog. If you have banners post them on the free webpage and then promote the link on your favorite traffic exchanges.

The best thing about Worldprofits traffic packages is that the splashpages convert like crazy, you will get signups and referrals. What I like the most is that all of your referrals will continue to receive messages coded to your affiliate like, so if they decide to upgrade in a years time you will still earn a commission from the sales.

It can be intimidating when you first start promoting your links on the web because there is experienced resellers who have platinum VIP status advertising the same splashpages on high traffic websites online. The good news is that not many people know about this traffic generation strategy and the market is big and won't be saturated anytime soon.

There is plenty of new customers waiting to find your links, because no matter what type of business a person starts the common problem they will face is getting enough traffic to make sales and conversions of the products and services they offer. You are in a prime position to introduce them to methods that will help them reach their goals.

Traffic and lead generation is a product that all entrepreneurs need and now you are with one of the biggest home based business services that offers hosting, web design, plr ebooks, for any kind of company. 

• Top traffic packages on Worldprofit
• Diamond URL Rotator
• Ruby Solo Blaster Ads
• Sapphire Solo Ad Rotator
• Gold Banner Rotator

These are going to be the top traffic generators ones that affiliates will be promoting online for easy sales. The easiest way to see success is to get your links in front of as many people as you can. Free members get internet marketing training for free, as well as a blog. If you have banners post them on the free webpage and then promote the link on your favorite traffic exchanges.

Success online comes down to one thing: your ability to get your offer in front interested people...

Anyone can generate massive pageviews... That's why gimmicky traffic apps that show screenshots of huge traffic stats never impress me.

The real challenge is to find people who'll actually Pay Attention and Consider your offer. What we refer to as Quality Traffic.

Creating it is an artform. And it's never easy, instant or free.

But when you do the work, learn the skills & set up the systems, you're going to have a resource that most marketers can only dream about.

And if you work smart, you only have to do the work once!

So does that sound like a better plan?

But So Many People Promise Simple Traffic Systems...

How Is this traffic Different?

End the Mindless Busy-Work. You can stop the never-ending traffic surfing, email reading and ad clicking today! Use that time to add real value to your business instead.

One Time Set Up & You're Done. There's real work required to set this up, but if you give me 1-2 days,  can send you a lifetime of high-quality, hands-free traffic.

Hundreds Of Traffic Sources draws traffic from hundreds of sources so it's more reliable than those gimmicky apps that rely on exploiting loopholes and spam techniques.

Easily Promote Any Offer. You're not tied to You can update your target URLs instantly, so you can test new offers, drop those that don't convert and ramp up the winners.

Earn & Grow With Free Referrals Many of the tools we use will pay you, including several that pay for free signups... so you're paid to build & grow your Traffic Machine.

Promote Your Business Not Ours! The fact is, the more our Members promote their own unique offers to even broader audiences, the better will work for everyone!

Bottom Line: With  You're In Total Control of Your Business & Your Traffic!

Attracting Businesses That Work

Marketing is currently defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". 

However, the definition of marketing has evolved over the years. The AMA reviews this definition and its definition for "marketing research" every three years. The interests of "society at large" were added into the definition in 2008. 

The development of the definition may be seen by comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of business activities that direct the flow of goods, and services from producers to consumers". 

The newer definition highlights the increased prominence of other stakeholders in the new conception of marketing. Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. 

For instance, prolific marketing author and educator, Philip Kotler has evolved his definition of marketing. In 1980, he defined marketing as "satisfying needs and wants through an exchange process",

and in 2018 defined it as "the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return". 

A related definition, from the sales process engineering perspective, defines marketing as "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction".

Besides, customers some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well. In this context, marketing can be defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage". 

For instance, the Chartered Institute of Marketing defines marketing from a customer-centric perspective, focusing on "the management process responsible for identifying, anticipating and satisfying customer requirements profitably".

In the past, marketing practice tended to be seen as a creative industry, which included advertising, distribution and selling, and even today many parts of the marketing process (e.g. product design, art director, brand management, advertising, inbound marketing, copywriting etc.) involve the use of the creative arts. 

However, because marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science. 

Marketing science has developed a concrete process that can be followed to create a marketing plan. The 'marketing concept' proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. 

This concept originated from Adam Smith's book The Wealth of Nations but would not become widely used until nearly 200 years later. Marketing and Marketing Concepts are directly related. Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential:

Needs: Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem. Wants: Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture or peer-groups. 

Demands: When needs and wants are backed by the ability to pay, they have the potential to become economic demands. Marketing research, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs. Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on the basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes."

Needs-based segmentation (also known as benefit segmentation) "places the customers' desires at the forefront of how a company designs and markets products or services." Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment a market.

In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way. 

The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing.B2B marketing B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization. Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies. 

Examples of products sold through B2B marketing include: Major equipment Accessory equipment Raw materials Component parts Processed materials Supplies Business services 

The four major categories of B2B product purchasers are:

 Producers- use products sold by B2B marketing to make their own goods (e.g.: Mattel buying plastics to make toys) 

Resellers- buy B2B products to sell through retail or wholesale establishments (e.g.: Walmart buying vacuums to sell in stores) Governments- buy B2B products for use in government projects (e.g.: purchasing contractor services to repair infrastructure) 

Institutions- use B2B products to continue operation (e.g.: schools buying printers for office use)B2C marketing Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people. Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products. 

Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations. It is diametrically opposed to the popular concept of B2C or Business- to- Consumer where the companies make goods and services available to the end consumers. C2C marketing Customer to customer marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and the sharing economy. Differences in B2B and B2C marketing The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets.

The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods.

Demand: B2B demand is derived because businesses buy products based on how much demand there is for the final consumer product. Businesses buy products based on customer's wants and needs. B2C demand is primarily because customers buy products based on their own wants and needs.

Purchasing volume: Businesses buy products in large volumes to distribute to consumers. Consumers buy products in smaller volumes suitable for personal use. 

Number of customers: There are relatively fewer businesses to market to than direct consumers.

Customer concentration: Businesses that specialize in a particular market tend to be geographically concentrated while customers that buy products from these businesses are not concentrated.

Distribution: B2B products pass directly from the producer of the product to the business while B2C products must additionally go through a wholesaler or retailer.

Buying nature: B2B purchasing is a formal process done by professional buyers and sellers, while B2C purchasing is informal. 

Buying influences: B2B purchasing is influenced by multiple people in various departments such as quality control, accounting, and logistics while B2C marketing is only influenced by the person making the purchase and possibly a few others.

Negotiations: In B2B marketing, negotiating for lower prices or added benefits is commonly accepted while in B2C marketing (particularly in Western cultures) prices are fixed.

Reciprocity: Businesses tend to buy from businesses they sell to. For example, a business that sells printer ink is more likely to buy office chairs from a supplier that buys the business's printer ink. In B2C marketing, this does not occur because consumers are not also selling products. 

Leasing: Businesses tend to lease expensive items while consumers tend to save up to buy expensive items. 

Promotional methods: In B2B marketing, the most common promotional method is personal selling. B2C marketing mostly uses sales promotion, public relations, advertising, and social media.

Content Source: https://en.wikipedia.org/wiki/Digital_marketing

Image: Pexels

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

Elite Traffic Pro 2.0 Review: Igor Kheifets Traffic Course

 Is Elite Traffic Pro 2.0 the new Facebook Ads Alternative?

If you’re tired of unresponsive Facebook traffic or if you’re having one ad account shut down after another, This traffic strategy course offers an alternative you will only need to set up once and enjoy steady traffic for years.

Most traffic sources take a long time to kick in and are very hard to scale. Working with a small budget and can’t afford mistakes? Igor Kheifets shows how to minimize losses and maximize your ROI with an affordable new traffic source.

Here is a review of the ETP 2.0 lead generation system 

Getting traffic is only part of the process. You also need to know what pages to use to convert? Do you need a lead magnet? What landing page should you use? All these questions answered. Plus, hands-on over-the-shoulder training on how to set everything up for beginners.

You’ve been learning about traffic sources, but not sure where to start? ETP 2.0 offers a clear step-by-step road map from start to profits with a new traffic source.

Traffic is the lifeblood of any online business. ETP 2.0 shows a universal lead generation method you can use in any venture. Whether you want to drive traffic for yourself or offer this service to others, we’ve got the step-by-step blueprint showing you how.

Here is the Elite Traffic Pro alternative that I will recommend to you today, it is affordable and can get you up and running gaining leads, sales and traffic today. It is the same traffic system that top marketers use to promote their best money making systems:

Advertise 5 URLs For ONE YEAR!

"Our Rotator Runs 24/7 On 5,500+ SITES! Over 200 Million Views Generated!"

• Get Traffic To Your Affiliate URLs For ONE Year!
• Build Your Business Opportunity
• Perfect For ANY Network Marketing Business
• Change URLs anytime! The traffic you get is PERFECT for signups into your affiliate programs.
• Generate Thousands Of Views To Your Websites  24 hour support and complete tracking details 

If you can’t spend a lot of money upfront on traffic, My recommendation offers an opportunity to start with less than $40 ad budget and scale using your profits. Quality meets affordability in what many experts are calling the next big thing in traffic generation.

Drive Traffic to Website for Free

 Internet traffic is the flow of data within the entire Internet, or in certain network links of its constituent networks. Common traffic measurements are total volume, in units of multiples of the byte, or as transmission rates in bytes per certain time units.

As the topology of the Internet is not hierarchical, no single point of measurement is possible for total Internet traffic. Traffic data may be obtained from the Tier 1 network providers' peering points for indications of volume and growth. However, Such data excludes traffic that remains within a single service provider's network and traffic that crosses private peering points.

Traffic sources

File sharing constitutes a large fraction of Internet traffic. The prevalent technology for file sharing is the BitTorrent protocol, which is a peer-to-peer (P2P) system mediated through indexing sites that provide resource directories. The traffic patterns of P2P systems are often described as problematic and causing congestion. According to a Sandvine Research in 2013, Bit Torrent’s share of Internet traffic decreased by 20% to 7.4% overall, reduced from 31% in 2008.

Traffic management

Internet Connectivity Distribution & Core.svg

The Internet does not employ any formally centralized facilities for traffic management. Its progenitor networks, especially the ARPANET established early backbone infrastructure which carried traffic between major interchange centers for traffic, resulting in a tiered, hierarchical system of internet service providers (ISPs) within which the tier 1 networks provided traffic exchange through settlement-free peering and routing of traffic to lower-level tiers of ISPs. The dynamic growth of the worldwide network resulted in ever-increasing interconnections at all peering levels of the Internet, so that a robust system developed that could mediate link failures, bottlenecks, and other congestion at many levels.

Economic traffic management (ETM) is the term that is sometimes used to point out the opportunities for seeding as a practice that caters contribution within peer-to-peer file sharing and the distribution of content in the digital world in general.

Internet use tax

A planned tax on Internet use in Hungary introduced a 150-forint (US$0.62, €0.47) tax per gigabyte of data traffic, in a move intended to reduce Internet traffic and also assist companies to offset corporate income tax against the new levy. Hungary achieved 1.15 billion gigabytes in 2013 and another 18 million gigabytes accumulated by mobile devices. This would have resulted in extra revenue of 175 billion forints under the new tax based on the consultancy firm eNet.

According to Yahoo News, economy minister Mihály Varga defended the move saying "the tax was fair as it reflected a shift by consumers to the Internet away from phone lines" and that "150 forints on each transferred gigabyte of data – was needed to plug holes in the 2015 budget of one of the EU’s most indebted nations".

Some people argue that the new plan on Internet tax would prove disadvantageous to the country’s economic development, limit access to information and hinder the freedom of expression. Approximately 36,000 people have signed up to take part in an event on Facebook to be held outside the Economy Ministry to protest against the possible tax.

Traffic classification

Traffic classification describes the methods of classifying traffic by observing features passively in the traffic, and in line to particular classification goals. There might be some that only have a vulgar classification goal. For example, whether it is bulk transfer, peer to peer file sharing or transaction-orientated. Some others will set a finer-grained classification goal, for instance the exact number of application represented by the traffic. Traffic features included port number, application payload, temporal, packet size and the characteristic of the traffic. There are a vast range of methods to allocate Internet traffic including exact traffic, for instance port (computer networking) number, payload, heuristic or statistical machine learning.

Accurate network traffic classification is elementary to quite a few Internet activities, from security monitoring to accounting and from quality of service to providing operators with useful forecasts for long-term provisioning. Yet, classification schemes are extremely complex to operate accurately due to the shortage of available knowledge to the network. For example, the packet header related information is always insufficient to allow for an precise methodology. Consequently, the accuracy of any traditional method are between 50%-70%.

Survey

Traffic classification is a major component of automated intrusion detection systems. They are used to identify patterns as well as indication of network resources for priority customers, or identify customer use of network resources that in some way contravenes the operator’s terms of service. Generally deployed Internet Protocol (IP) traffic classification techniques are based approximately on direct inspection of each packet’s contents at some point on the network. 

Source address, port and destination address are included in successive IP packet's with similar if not the same 5-tuple of protocol type. ort are considered to belong to a flow whose controlling application we wish to determine. Simple classification infers the controlling application’s identity by assuming that most applications consistently use well known TCP or UDP port numbers. Even though, many candidates are increasingly using unpredictable port numbers. As a result, more sophisticated classification techniques infer application type by looking for application-specific data within the TCP or User Datagram Protocol (UDP) payloads.

Global Internet traffic

Aggregating from multiple sources and applying usage and bitrate assumptions, Cisco Systems, a major network systems company, has published the following historical Internet Protocol (IP) and Internet traffic figures:

Reference: https://en.wikipedia.org/wiki/Internet_traffic