Applications

of Digital
Marketing
(3)
Analyzing
Target Group
in E-Mail
Marketing
What Kind of Information
Do You Need for
Determining Your Target
Group?
Steps to Identify
Your Target
Audience
 Use the Subscriber
Data You Already Have
 Open Rates: Measure how many
recipients open your email.

Open- and Click

Rates Click-through Rates: Track how many
recipients click on links in your emails.

Unsubscribes and Bounces: Monitor

which users are unsubscribing or
bouncing, giving insight into whether
your content is relevant to them.
Website and App Analytics: Use Google Analytics or
similar tools to analyze traffic coming from your
emails, such as where visitors are landing and what
actions they take after clicking through.

Social Media Analytics: Connect your email

marketing to your social media efforts to analyze
how email campaigns drive engagement across
multiple channels.

CRM Data: Integrate your email marketing platform

with your CRM system (like Salesforce or HubSpot)
to gather more granular data about your audience’s
purchase history, lifecycle stage, and customer
support interactions.
Effective Emailing in Marketing
 Personalize Your Messages

• Personalization implies that you use prospect data to create a personalized email
message and 89% of the brands use personalization in their email marketing campaigns.

• First and foremost, it’s important to identify your target audience and create high-quality
content tailored to their interests and needs.

• Use data-driven insights to create personalized experiences for each client and leverage
segmentation to target specific user types and ensure personalization while messaging.
Utilizing dynamic content will also help create a unique experience for each recipient.
 Segment Your Subscriber

• Understanding the target audience is essential

for success in email marketing campaigns.
• Businesses should segment their subscribers into
different categories, such as demographics, and
interests, to ensure that they are sending the
most relevant information to the right people.
• Segmentation allows businesses to customize
their messages to each group and create a
personalized experience for their subscribers.
This can help to improve engagement and build
relationships with them.
 Send Mobile Friendly Emails
• One way to make sure emails are optimized for
mobile devices is to ensure that emails are
designed with a user-friendly GUI with large,
easily clickable buttons that do not require
excessive zooming or scrolling to view.
• Additionally, marketers should use shorter yet
strong subject lines and shorter paragraphs to
make emails easier to read on mobile devices.
• Simple and direct call-to-actions(CTA) should
also be included to make sure users can easily
understand the desired action and make it easy
for them to follow through
 Interactive Content
• Interactive content include Quizzes, Polls,
Contests, Calculators, Chatbots.
• Only 17% of marketers offer interactive
content, even though 91% of clients desire it,
according to Megan Moller, director of content
marketing at Litmus.
• Given the severe competition for subscribers'
attention and the fact that marketers assert
employing interactivity raises click-through
rates by 200%, that might be a missed
opportunity.
Automation
 Set-Up Automated
Drip Campaigns

• Drip campaigns are a fantastic

approach for re-engagement of your
leads.
• This keeps people interested in your
brand. You may gradually introduce
your leads to your product or service
by using an automated drip
campaign to send out a series of
nurturing emails over time.
 Social Networking
Sites

• Social networking uses internet-

based social media platforms to
connect with friends, family, or
colleagues.
• Some popular social networking
sites include Facebook, Instagram,
TikTok, WhatsApp, and X.
• Marketers use social networking
to increase brand recognition and
encourage brand loyalty.
 Social Networking and Social Capital
Theory
• Social capital is a set of shared values or resources that allows
individuals to work together in a group to effectively achieve a
common purpose.
• Social capital can also be thought of as the potential ability to obtain
resources, favors, or information from one's personal connections.
• Social networking sites such as Meta (formerly Facebook), strengthen
bonds based on personal interests, such as hobbies, past experiences, a
shared hometown, or a previous employer.
• Social media is also a primary source of social capital for small
business owners who can showcase their products and services online
as effectively, if more cheaply, than larger corporations.
 SNS Access Analysis

SNS Access Analysis refers to the process of tracking, monitoring,

and analyzing how users interact with a company's social
networking service (SNS) profiles or platforms.

This is commonly done to gain insights into user behavior,

engagement patterns, and the effectiveness of social media
marketing efforts.
 User Engagement Metrics

Likes, Shares, and Comments: Tracks the level of interaction with posts.

Reach and Impressions: Measures how many users view the content.

Click-Through Rates (CTR): Tracks how often users click on links shared in
posts.

Engagement Rate: A metric showing user interaction in relation to the

content's reach.
Traffic Analysis

• Referrals: Analyzing which SNS

platforms (Facebook, Twitter,
Instagram, etc.) are sending traffic
to your website.
• User Flow: The path users take
from SNS platforms to your site
and the actions they take
afterward.
Demographic Insights: Gathering data
on user demographics (age, gender,
location) to better understand your
audience.

Sentiment Analysis: Using natural

language processing (NLP) to analyze
the tone and emotion in user comments
and posts to gauge public opinion about
the brand.
Conversion Analysis: Tracking how many users from social media
take desired actions (purchases, sign-ups, downloads) after
interacting with your SNS content.

Campaign Effectiveness: Monitoring the success of specific

campaigns or posts to understand which types of content perform
best.
 Common
Uses of
Social
Networking
Sites
 Brand Building and Public Relations
• Reputation Management: Management organizations use SNS like
Twitter, Facebook, and LinkedIn to build and maintain a positive
brand image. This includes responding to customer feedback, sharing
corporate news, and addressing public concerns.
• Crisis Communication: During a crisis, organizations use social
media platforms to communicate with the public, share real-time
updates, and manage damage control.
• Corporate Social Responsibility (CSR) Initiatives: SNS is used to
promote and highlight an organization's social responsibility activities,
enhancing public trust and goodwill.
 Marketing and Promotion
• Content Marketing: Organizations use platforms like LinkedIn,
Facebook, Instagram, and Twitter to share blog posts, articles, videos,
and infographics that educate and engage their audience. This
strengthens the organization's authority and expertise in its field.
• Targeted Advertising: Businesses leverage social media advertising
tools to run targeted ad campaigns based on specific demographics,
interests, or behaviors, increasing marketing efficiency.
• Product Launches: SNS is an essential tool for announcing new
products, services, or features. Platforms like Instagram, Facebook,
and YouTube are used to create hype through teaser content, live
events, and interactive campaigns.
 Customer Relationship Management
(CRM)
• Customer Support and Service: Organizations use SNS to handle
customer queries, provide support, and resolve complaints quickly.
Platforms like Twitter and Facebook often serve as extended customer
service channels.
• Engaging with Customer Feedback: By monitoring and responding
to comments, reviews, and direct messages, organizations can build
better relationships with customers and improve customer loyalty.
• Surveys and Polls: Management organizations use SNS to gather
feedback from customers through polls and surveys, which helps in
understanding customer preferences and improving offerings.
 Employee Engagement and Recruitment
• Recruitment and Talent Acquisition: Platforms like LinkedIn are
widely used by management organizations to post job openings, search
for talent, and conduct initial candidate screenings. LinkedIn also
allows recruiters to view potential candidates' professional profiles and
past experiences.
• Employer Branding: Organizations showcase their company culture,
employee achievements, and workplace environment on social media
to attract talent and enhance their employer brand.
• Internal Communication: Some companies create private groups on
platforms like Facebook Workplace or LinkedIn to facilitate
communication, collaboration, and engagement among employees.
Total number of Total number of
Total number of open
LinkedIn Users – jobs on LinkedIn – 15 M+
professionals on
756 M+ LinkedIn – 690 M+

Total number of
people who use Total number of Total number of
received interview
LinkedIn to search for companies listed letters for a job applied
jobs every week – 40 on LinkedIn – 57 M+ for via LinkedIn – 122 M+
M+

Total number of
people hired
through the
platform – 35 M+
 Market Research and Competitive
Analysis
• Competitor Monitoring: Management organizations use SNS to track
competitors’ activities, product launches, marketing strategies, and
customer sentiment. This helps in staying competitive and
understanding industry trends.
• Trend Analysis: Social media platforms offer valuable insights into
consumer trends, market demands, and evolving industry topics. By
monitoring popular conversations and hashtags, organizations can
adjust their strategies accordingly.
• Sentiment Analysis: Through social listening tools, organizations
analyze customer sentiment on social media to understand how they
are perceived and address potential issues before they escalate.
 Dove –
Connecting
with their
target
audience
• Dove did some research and found that 80 percent of women came
across negative chatter on social media. Dove’s goal was to change
that and make social media a more positive experience.
• As a result, Dove teamed up with Twitter and built a tool to launch the
#SpeakBeautiful Effect, that breaks down which body- related words
people use the most and when negative chatter appears during the day.
• According to Dove, women were inspired by their message.
• #SpeakBeautiful was used more than 168,000 times
• Drove 800 million social media impressions of the campaign
Social Networking Sites
Industry
More than half of the world
now uses social media
(62.6%)

5.07 billion people around the

world now use social media,
259 million new users have
come online within the last
year.

The average daily time spent

using social media is 2h 20m.
Overview of Social Media Industry
Social Media Use vs Total Population
Facebook Marketing
Why Should You Use Facebook
Marketing?

• More than 91 percent of

organizations are already on
Facebook.
• About 2 billion users access
Facebook at least once per day.
• 59% of users have reached out to a
brand on the app.
Define Your Goals

Clarify Objectives: Decide what you want to achieve—brand

awareness, lead generation, website traffic, sales, or app installs.

Set Measurable Goals: Ensure they are specific, measurable,

achievable, relevant, and time-bound (SMART).
 Audience Research: Understand your
audience demographics, interests, behaviors,
and preferences.
Identify
Target Audience Segmentation: Use Facebook’s
Audience targeting features to reach a specific
audience, such as age, gender, location,
interests, and more.

Custom Audiences: You can create Custom

Audiences based on people who’ve interacted
with your business or website.
Create a Facebook Business
Page

• Set Up a Page: Create a dedicated

page for your business. Optimize it
with a clear profile picture, cover
image, and an engaging description.
• Update Information: Ensure all
details like contact info, business
hours, and services are accurate and
up-to-date.
Plan Content Strategy

• Content Creation: Develop engaging content,

including posts, images, videos, and articles that
align with your brand and appeal to your audience.
• Content Calendar: Schedule your posts
consistently using a content calendar. Consider daily
or weekly posts to keep your audience engaged.
• Mix of Content Types: Include a variety of
formats—text posts, images, videos, polls, stories,
and live videos.
 Create Facebook Ads

• Choose Ad Objective: Depending on your goal (e.g.,

awareness, consideration, or conversion), select the
appropriate campaign objective in Facebook Ads Manager.
• Select Ad Format: Facebook offers multiple ad formats—
image, video, carousel, slideshow, collection, and lead ads.
Choose the one that best suits your message.
• Design Creative Ads: Make sure your ads are visually
appealing, with attention-grabbing headlines and clear calls to
action (CTA).
• Set Budget & Bidding: Choose your daily or lifetime budget
and how you want Facebook to optimize ad delivery (e.g.,
impressions, clicks, or conversions).
Introduction to Google Analytics
 Google Tag Manager

Google Tag Manager (GTM) is a free tool that allows you to

manage and deploy marketing tags (snippets of code or tracking
pixels) on your website or mobile app without modifying the
underlying code.

GTM simplifies the process of adding and updating tags, enabling

marketers and web developers to track user behavior, implement
analytics, and manage various third-party tracking systems without
having to involve developers for every change.
 What is Snippets or
Pixel?

• Snippets of code and tracking pixels

are small pieces of code used on
websites and apps to collect
information about user behavior, track
conversions, and enable certain
features. These tools are vital for
online marketing, analytics, and
improving user experiences.
 Goal and Conversion
Tracking

• Set Up Goals: Define goals (e.g.,

completing a purchase, subscribing
to a newsletter) to track conversions
and other important user actions.
• Funnel Visualization: Analyze user
flow through the conversion funnel
and identify points of drop-off or
improvement.
Monitoring and Reporting on Traffic

Traffic Sources: Track and analyze traffic sources

(organic search, direct, social media, referral, paid
search, etc.) to understand where users are coming from.

Real-Time Reporting: Monitor active users on your site

in real-time, see live traffic, and analyze behavior as it
happens.

Custom Reports: Build custom reports that focus on key

metrics and dimensions tailored to your business
objectives.
 Urchin Tracking
Module parameters
• UTM parameters (Urchin Tracking Module
parameters) are tags added to the end of a URL
to help track the performance of campaigns and
traffic sources in Google Analytics and other
analytics tools. These parameters allow you to
monitor where your traffic is coming from and
understand the effectiveness of marketing
efforts across various platforms.
• By appending UTM parameters to a URL,
Google Analytics can parse and attribute traffic
to specific campaigns, helping you gain insights
into how users interact with your site after
clicking on your links.
General Data Protection Regulation (GDPR)
• The General Data Protection Regulation (GDPR) is a privacy and
security law that applies to organizations operating in the European
Union (EU) or processing the personal data of EU citizens.
• GDPR, which came into effect on May 25, 2018, aims to give
individuals greater control over their personal data and impose stricter
obligations on organizations that collect, store, and use this data.
• To be GDPR-compliant, businesses must follow a set of rules and
guidelines when processing personal data. These regulations affect
how organizations collect, manage, and protect user information.
Tracking
Performance
Set Clear Objectives

Website traffic:
Brand awareness: Engagement: Likes,
Clicks, traffic driven
Reach, impressions, comments, shares,
to landing pages,
follower growth retweets, mentions
bounce rate

Conversions and Customer loyalty:

Lead generation: sales: Direct
Retention rates,
Signups, downloads, purchases from social
form submissions media, inquiries, or customer feedback,
lead generation or repeat engagement
Brand Engagement
 Spotify Wrapped
• Embed shareability for virality: Spotify Wrapped is highly shareable. The
content is perfectly optimized for social media. The app even encourages
you to share your Wrapped summary. Crafting personalized content that
people are excited to share is a successful social media strategy, as active
participation naturally follows when you engage your audience.
• Create rituals: While Spotify Wrapped's format remains consistent, it gains
more traction on social media each year. Annual campaigns, particularly
those towards the year's end, establish a sense of ritual, and consumers are
conditioned to anticipate them. Ritualized content gives your audience
something to look forward to, year after year.
• Jump on that bandwagon: Making brand-specific versions of popular
content is a fantastic way to participate in the conversation.
 What’s more, the first three days after
The campaign generated significant
its 2022 launch, Spotify Wrapped
engagement, with more than 156
generated over 400 million tweets/X
million users interacting with their
posts, highlighting its strong
personalized Wrapped summaries in
shareability and user engagement on
2022.
social media platforms.