Appendix 14A: Digital Marketing: Online, Social, & Influencer Marketing Flashcards
The 4E Framework for Social Media
- excite
- engage
- experience
- educate
Excite
Excite the customers with relevant offers
- Use mobile applications and games to get customers excited about an idea, product, brand, or company - offer must be relevant to the target market
Educate
Educate them about the offering
- Marketing offers must have a clear call to action: draw customers through their computers, mobile devices to the stores or online website
Experience
Help them Experience products, whether directly or indirectly
- How they work, how to use them, where they can be obtained
Engage
Give them an opportunity to Engage with their social network
- With engagement comes actions, the potential for a relationship, and possibly loyalty and commitment
Influencer Marketing
Uses opinion leaders, popular on social media to drive marketing messages to a targeted audience - firms hire or encourage well known people to promote their brand message to their followers
Assessing the Efficacy of Influencers
4 R’s
- relevance
- reach
- response
- return
Relevance
Effective if relevant influencers with expertise in some related element, share a pertinent brand message
Reach
Reach depends on the number of followers, the level of activity by the influencer, and the degree of engagement between followers and the influencer
Response
Depends on what the campaign aims to achieve - prompt sales, exposure, awareness
Return
The ROI of an influencer marketing campaign would equal the revenue earned form it, less the costs of paying the influencer, divided by those costs
Types of Influencers
- Celebrity - large following, widely recognized
- Micro - modest following, niche interest
- Blog - writes for a blog and has attracted readers and subscribers with that content
- Social media - popular on social platforms, among followers in specific target audiences
- Specialized - key opinion leader or expert in a specific field
