Definition of internet Web 1, Web 2, Web 3 Reasons for digital marketing Digital marketing platforms Definition of social media Benefits of using social media

1. Understanding
the Social Media
Landscape &
Channels
S E R G I O P I N Z O N

2. Internet
Intranet
(employees)
Extranet
• Suppliers
• Partners
• Marketers
• Customers
DEFINITION OF INTERNET

3. WHAT IS WEB 1, 2, 3?

4. WEB 1, 2, 3
Web 1. Online communities, internet browsers, e-businesses, and more.
Web 2. It is not only accessible from companies and media giant and also from
independent professionals and individuals through their social media pages,
blogs, YouTube channels and many other possible ways.
Web 3. Merging of traditional and social media. Increase in wireless networking,
cloud computing, sharable information between organisations, wearable
devices, big data and much more.

5. Reason for digital
marketing
• Getting closer to customers
• Understanding customer better
• Adding value to products
• Boosting sales
This Photo by Unknown Author is licensed under CC BY

6. Digital marketing platforms
Browsers Apps Emails
Social network Video platforms Augmented reality
Touchscreen,
Bluetooth QR codes

7. Digital OUT OF HOME
Billboards Digital advertisements at
Train stations
Bus shelters
Airports
Shopping malls
Waiting rooms

8. Opening story

9. What is social media?
You are being social
Media because it is
published on the web.
Brand awareness
Networking or building
relationship.

10. Your details are not
safe online. Or are
they?
What are the benefits
of social media ?

11. Benefits of using social media
It is free.
You have a huge
audience.
It is another
communication
tool.
You can engage
easily with your
customers
You will have a
visible presence
on the web
You receive real-
time feedback

12. SOCIAL MEDIA CHANNELS
Social networking Blogs
Video and image
sharing sites
Review sites Wikis
Social
bookmarking
sites
Mobile
applications

13. SOCIAL NETWORKING
ü Facebook
ü Twitter
ü LinkedIn
ü Instagram

14. REVIEW SITES AND BOOKMARKING
SITES
ü Trip advisor
ü True locals
ü Google
ü Twitter

15. OTHER SOCIAL MEDIA CHANNELS
• Groupon
• Scoopon
• Zomato
• Amazon
• Wish
• Alibaba

16. WHAT’S THE DIFFERENCE
BETWEEN CONTENT
MARKETING VS. SOCIAL MEDIA
MARKETING: ?

17. SOCIAL MEDIA MARKETING (SMM)
¡Social Media Marketing (SMM) refers to the process of gaining website
traffic or attention

18. According to Content Marketing Institute (2017):
CONTENT MARKETING

19. EXAMPLE OF DIFFERENT CONTENT MARKETING
Find ingredients to
prepare tacos
A blog such a recipe
A short video of
someone preparing
tacos
Specific email
notification.

20. COMMON CONTENT MARKETING GAPS
LACK OF STRATEGIES LACK OF
ORGANIZATION
LACK MEASUREMENT

21. THE KEY
QUESTIONS OF
CONTENT
MARKETING
Real difference to your audience
lives in relation to the products
or services you are offering.
Our choices are governed by
habit so provide value
consistently, over the long term.
Create content that you can
measure their success.
Distribute and promote your
content (email marketing, paid
advertising).

22. Key
principles of
content
marketing
To connect with people
To get information
To be entertained.
Authentic
Resourceful
Credible

23. Recommendations
Elaborate a competitor and industry analysis
Have a strategic plan behind your social media supported with
more appealing content

24. Competitor analysis

25. More appealing content
PROMOTIONS
SHOWCASING YOUR
STAFF
YOUR CONCEPT
CUSTOMER REVIEWS

26. Highlight more of
your service/ products
This Photo by Unknown Author is licensed under CC BY-SA

27. Educate your customers about your value proposition

28. Listen to your customers
This Photo by Unknown Author is licensed under CC BY-SA-NC

29. üCreate events
üWebsites like groupon, scoopon, Zomato to promote your brand.
üCollaborations and use of influencers
Connect with your relevant community

30. Effective digital marketing strategies
WHAT ?
OBJECTIVES
STRATEGIES
WHO?
TARGET MARKET
WHERE?
TECHNOLOGY

31. Homework
1- Watch the essential viewing video ‘Gary Kovacs: Track the Trackers’ and
The social dilemma documentary and please answer the following:
• Were you aware of the degree your online behaviours are being tracked
by marketers?
• What are your views on online privacy.

32. Homework
2- I encourage you to read and leave me a comment in the following blogs:
https://www.pinzonand.co/blog/How%20to%20start%20a%20strong%2
0marketing%20strategy
https://www.pinzonand.co/blog/zero-moment-of-truth-zmot-in-marketing

33. PINZON & CO
PINZON & CO