E-Mail Marketing

MODULE 04

E-Mail Marketing

Email marketing is a form of digital marketing that uses email to connect with potential customers, raise brand awareness, build customer loyalty, and promote marketing efforts.

In the realm of online marketing, email marketing is commonly considered a low-cost but high-impact tool that can increase customer engagement and drive sales. As a result, it is often a cornerstone of many digital marketing strategies created today.

E-mail Marketing: Impact

Email is one of the most popular modes of online communication. Experts predict users worldwide will send nearly 350 billion emails daily in 2023. They anticipate that number will grow to 376.4 billion by 2025.

The ability to reach large numbers of potential customers with just a click makes email a relatively cheap digital marketing tool with a potentially high impact.

E-mail Marketing: Impact

Research shows that the average ROI per dollar spent for four different industries is as follows:

• Retail, economics, and consumer goods: $45 USD
• Marketing, PR, and advertising agency: $42 USD
• Software and technology: $36 USD
• Media, publishing, events, sports, entertainment: $32 USD

E-mail Marketing Examples

If you have an email account, you likely encounter some form of email marketing. Typical examples of email marketing include: 

• Email newsletters that inform recipients about upcoming events, such as at a gallery, eatery, or concert venue
• Emails promoting holiday sales, such as Diwali or Christmas sales
• Emails sent after a purchase (also known as transactional email) offering a discount on a future purchase 

E-mail Marketing Glossary

Acceptance rate: The percentage of messages received by recipients’ email servers.

Bounce rate: The percentage of messages not received by recipients’ email servers.

Open rate: The percentage of emails opened by recipients. An email campaign’s open rate is one of the key metrics for determining its success. The higher the open rate, the better.

E-mail Marketing Glossary

Subject line: The text in a recipient’s inbox describing the email. Subject lines should be intriguing and relevant to recipients.

Call-to-action (CTA): A link or button that connects to a download or website, such as a product page, blog post, or scheduling page.

Conversion rate: The number of recipients who follow through with a CTA by clicking a link or making a purchase, such as when a recipient clicks on a link to your website.

E-mail Marketing Glossary

Click-through rate (CTR): The percentage of recipients who click on a CTA in an email.

IP warming: The practice of gradually sending an increasing number of emails to a recipient to establish your IP address.

Opt-in/opt-out: To subscribe (opt-in) or unsubscribe (opt-out) from an email list.

E-Mail Marketing Best Practices

• Craft eye-catching subject lines.
• Intentionally structure your message.
• Keep your design simple.
• Only email people who opted into your list.
• Strategically time your emails.
• Keep tabs and run tests.

E-mail Marketing Platforms and Tools

As one implement your marketing strategy, these platforms can help you design personalized emails, manage customer email addresses, and send automated emails to increase your impact. Some popular email marketing platforms include:

Pepipost

Mailcot

Mailchimp

Average time people spend reading brand emails from 2011 to 2021(in seconds)

https://www.statista.com/statistics/1273288/time-spent-brand-emails/

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Social Media Marketing

MODULE 04

Social Media Growth

Social Media growth has continued to increase:

• More than half of the world now uses social media (62.3%)
• 5.04 billion people around the world now use social media, 266 million new users have come online within the last year.
• The average daily time spent using social media is 2h 23m.

According to the Datareportal January 2024 global overview

What is Social Media Marketing?

The use of social networks, content sharing apps, messaging platforms, blogs, and forums to connect with and enable meaningful conversations about your brand, product or service, to ultimately drive your business objective.

Why is it important?

2X customers are twice as likely to share a negative experience with a business than a positive one

90% will look at online reviews before making a purchase

74% trust suggestions from ”friends” on social media

67% of people will spend money after getting recommendations from their “friends” online

Why is Social Media Important ?

Understanding the social media space and managing your social presence amplifies your marketing strategy. Social media delivers invaluable insight into your brand awareness, customer sentiment, marketplace trends, and your competitor’s actions, whilst enabling you to reach more prospects than any other marketing channel.

Why is Social Media Important ?

Every negative social interaction has a cost

Customers are content creators Brands are turning online influencers into advocates

Social is now a prominent point of purchase

Brand focus is shifting to measuring quality of interactions

Reviews can increase sales and add credibility

Social is multifunctional – used for marketing, listening, response, customer care, troubleshooting

Social Media Marketing Landscape

How to use Social Media to meet your Objectives ?

How to use Social Media to meet your Objectives ?

How to win with Social Media

Emotional Content Build rapport with your customers. Forget transactional posts & focus on posting content that showcases how you will make a difference in your customers’ life

Consistency Your content should match your brand identity and objectives and be consistent across channels.

Regular & well-timed Posts Just like any other channel, there is a better time to post content, and that varies depending on the network and audience. Keep your customers interested by posting often and sharing varied content

Two-way Engagement Social is about more than just pushing out content. Allow your customers to interact with you and make sure you respond to create a differentiated experience

How to win with Social Media

Optimization Test learn, adjust, repeat. Iteration is key to success and social is no different. Plan for A/B testing and track success of individual campaigns and performance across platforms

Personalization Use social insights to know who your customers are and adapt your messaging, including graphics and tone of voice to target the right customers with the right message at the right time

Strategic use of Channels Not all channels will be relevant to your brand. Whilst a presence on the Big 4 is a must, focusing your budget and efforts on the channels where your customers are the most active will deliver better value for money

How to win with Social Media

Overall strategy Alignment Driving revenue and engagement from social does require investment. Incorporate social as its own channel into your overall strategy, budget and resources

Do’s:

Have a social media presence! Today’s consumers expect to be able to find brands on social media

Pick the right social platforms that best align with your brand, audience and your marketing goals – whether it’s Instagram, YouTube, or Twitter

Take advantage of free resources and training available to you – including My Tennis Toolkit, Facebook Blueprint, and Google Marketing Platform

Do’s:

Follow your competitors. See what others are doing well, and find out how you can differentiate yourself and appeal to those audiences

Get creative! Use social media to find influencers or other unique ways to connect and engage with your audience

Don’t:

Forget to publish content regularly. By maintaining your presence you’ll stay top of mind with members when they are looking for a coach or venue

Be afraid to launch a social media marketing campaign. You can start small and build and refine as you learn

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What Are Social Media Analytics?

MODULE 04

Introduction

In 2023, the amount of social media accounts reached 4.80 billion, just over half the global population, and is still growing. According to the Pew Research Center, 72 percent of US users used at least one form of social media as of 2021. With more people using social media than ever, the need for social media analytics increases as businesses and institutions desire strategies to optimize the performance of their content.

What are Social Media Analytics?

Social media analytics are tools developed specially to

• leverage data from social media platforms and social conversations
• help businesses make informed decisions on how they should respond
• customers, promote content, and target audiences.

What are Social Media Analytics?

Social media tools collect data, but the function of social media analytics is to use the data, moving beyond the basics of how many likes a post received into why it garnered that many.

Social media analytics helps organizations learn how customers truly feel about your brand so that you can create an effective strategy to meet your goals, whether it be reputation, sales, or customer experience.

Types of Social Media Analytics Metrics

Social media is always changing, so relying on more than one analytics is important. Some starter questions for your organization might be:

What are we trying to learn?

What is our current social media strategy?

What analytics do we already have? What are we missing?

What are customers saying online about our business?

Six Metrics Social Media Analytics

1. Performance metrics

Performance metrics offer insight into the performance of a social media campaign through interactions, click-through rates, and follower increases. Another metric is reach, which tells you how many accounts see your content on their timeline or feed. Reach is an important metric to hit, as the more people view your content, the more chances you give for interaction or engagement.

Six Metrics Social Media Analytics

2. Audience analytics

Audience analytics show who views your social media profile and how they engage with it. Social media analytics use segmentation to break your audience into demographics such as location, interests, age, gender, and life stages. Doing so allows you to define your target audience, those who will engage with your content. Defining your target audience is as new analytics tools help you predict audience behavior and save budget on paid ads that go directly to your defined audience.

Six Metrics Social Media Analytics

3. Competitor analytics

Competitor analytics uses performance metrics from across all competitors in a specific industry to create a baseline for social media strategies. It shows directly how you compare to those attempting similar campaigns as yours and how audiences engage with your competitor’s brand, giving insight into how your social media strategies can improve.

Six Metrics Social Media Analytics

4. Paid social analytics

Paid social media advertisement is a risky endeavor that can lead to a waste of resources if your goals are not met. However, paid social analytics help you decide which content has the best chance of success. Metrics show a variety of analytics on the engagement and clicks your ad spend dollars get you by breaking it down into a series of logical metrics, starting with your total ad spend and click-through rate to your cost-per-click and cost-per-purchase.

Six Metrics Social Media Analytics

5. Influencer analytics

As social media analytics use segmentation to define a target audience, influencer analytics help you find which influencers can best help your brand. Influencer analytics also help you see the past success of a campaign run with an influencer by showing you their audience and posting schedule. These metrics show the influencer’s reach and engagement with previous campaigns.

Six Metrics Social Media Analytics

6. Sentiment analysis

This type of social media analysis uses natural language processing to measure the tone of audience comments and about your brand. It analyzes how positive, negative, or neutral the conversation around your brand is. This metric is useful in seeing the decline in enthusiasm for a particular campaign through its analysis of the language or lack thereof, allowing you to pivot your marketing efforts elsewhere.

What are social media analytics used for?

Social Media ROI: Social media analytics give you in-depth insight into your key performance indicators to see where your campaign efforts can improve to maximize the ROI of each social post.

Social Media Strategy: Social media analytics helps you make informed decisions about strategies based on which ones are working and which are not, maximizing your strategic efforts.

Who uses social media analytics?

While many businesses use social media analytics to see how their content performs online, other members of your social media team may use these tools more than others. A few positions that use social media analytics include:

Director of digital marketing: Works to plan, manage, and maintain use engagement with social media and digital marketing efforts.

Who uses social media analytics?

Social media marketer: Creates content for social media accounts, including videos, copy, and photos.

Social media manager: Works with the day-to-day operations of running a company’s social media platforms. They also prepare analytics, learn about new trends, and measure how effective the current campaign strategy is with the target audience.

How to get started with social media analytics

Social media analytics helps assess important, strategic business decisions by providing information on key performance metrics and ways strategies can improve. Here are a few steps your organization can use to maximize your social media ROI:

1. Create goals and collect social media data.

By creating goals and benchmarks, social media analytics may create a sense of direction. Setting specific goals with a tool like SMART (Specific, measurable, Achievable, Relevant, Time-based) allows you to leverage your analytics optimally. Specific goals let you see where your organization stands and how you can improve it.

How to get started with social media analytics

2. Focus on your audience.

Social media analytics is a vital way to make the customer experience as easy as possible. You can use audience analytics to hone in on your target audience to ensure your social media reaches potential customers. Sentiment analysis helps see your brand’s reception online and areas for improvement.

3. Engage in continual improvement.

It’s essential to always stay on top of trends and reduce ad spend waste. Continually generating in-depth social media reports and viewing analytics in real-time will show you how close you are to reaching your benchmarks.

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MOBILE MARKETING !

MODULE 04

What is Mobile Marketing ?

Mobile marketing is any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones. It makes use of features of modern mobile technology, including location services, to tailor marketing campaigns based on an individual's location.

Key Takeaways

• Mobile marketing is an advertising activity that uses mobile devices, such as text promos and apps via push notifications. 
• Mobile marketing audiences are grouped by behaviors and not by demographics.
• Mobile marketing is a subset of mobile advertising. 
• Marketing faces privacy issues related to data collection. 
• Mobile marketing is much more affordable than traditional marketing on television and radio.

How Mobile Marketing Works

• Mobile marketing may include promotions sent through SMS text messaging, MMS multimedia messaging, through downloaded apps using push notifications, through in-app or in-game marketing, through mobile websites, or by using a mobile device to scan QR codes.
• Proximity systems and location-based services can alert users based on geographic location or proximity to a service provider.
• Mobile marketing is an indispensable tool for companies large and small as mobile devices have become ubiquitous. The key players in the space are the brands (and companies that they represent through advertising), and service providers that enable mobile advertising.

How Mobile Marketing Works

• Mobile advertising targets audiences not so much by demographics but by behaviors (though demography plays a part, such as the fact that iPad users tend to be older and wealthier).
• One notable behavior in the mobile marketing space is known as "snacking," which is when mobile device users check in to media or messaging for brief periods. Seeking instant gratification equates to more points of contact for marketers.
• In mobile marketing, the device (especially screen size) does make a difference; users of smartphones and iPad tablets react differently to mobile marketing.

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How Mobile Marketing Works

• For example, smartphone users tend to find informative content to be the most relevant, yet iPad users tend to be captivated by interactive advertising that features rich media presentations with eye-catching imagery (the message of the content is a secondary concern).

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Mobile Marketing vs. Traditional Marketing

• Unlike traditional marketing efforts, mobile marketing takes advantage of the fact that many users of mobile devices carry them around wherever they go. As a result, location-based services can collect customer data and then offer coupons, deals, or promotions based on their proximity to a store or a place frequently visited by the consumer.

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Mobile Marketing vs. Traditional Marketing

• These marketing campaigns can be more targeted and specific to the individual user, and should, therefore, be more effective for the company doing the marketing. One example may be a marketing campaign that sends food-related coupons to a customer any time they come within half a mile of a specific supermarket.

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Advantages of Mobile Marketing

• In regard to online related advertising, mobile marketing is much easier to access. You don't need high-level technology or significant technical experience to get started. It's also easier to measure the success of mobile marketing campaigns.
• 89% Percentage of marketers that reported an increase in sales after utilizing location data to increase ad campaign effectiveness.
• Customers can also be reached in real-time with mobile marketing no matter where they are. Radio or television marketing only works when a customer is in front of the television or has the radio on.

Advantages of Mobile Marketing

• Mobile marketing is also extremely cost-effective. There are a variety of options to choose from for any budget and the impact it can have when compared to the cost is significant. In a common comparison, social media ads are much cheaper than purchasing ad space for radio or television.

Disadvantages of Mobile Marketing

• There are privacy issues concerning how the data collected by mobile devices are used and whether or not companies have the right to collect such data without explicit consent. Such data can be used for identity theft or to send spam if it falls into the wrong hands due to data theft or poor security of the information. Also, the tracking of an individual's locations and movements may be considered crossing the line by some.

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Disadvantages of Mobile Marketing

• A particular drawback of mobile marketing is that it has the potential of increasing costs for the user. For example, if a campaign directs a user to a video that requires a significant amount of data and the user does not have an unlimited data plan, it may eat into their monthly data allowance or result in charges if they go over their allotment.

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Pros and Cons

• Mobile marketing also needs to be perfect from the start. As users have smaller attention spans and a variety of companies competing for their attention, a poor mobile marketing plan will fail to grasp a user's attention and possibly lose their interest forever. For this reason, a mobile marketing plan does not have room to be less than perfect.

Pros and Cons

Pros

• Easy to set up and monitor

• Cost-effective

• Real-time access to potential customers

Cons

• Data privacy concerns

• Possible increased data costs for the user

• Little room for error

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How Do You Start a Mobile Marketing Business?

Set up a Mobile Website

• People use their smartphones for almost everything these days and so it's important that your website is formatted correctly for viewing on a smartphone. WordPress and GoDaddy are two great examples of companies that do this.
• Another alternative if you are comfortable with writing computer code is adding a line of code on your website that is able to determine the screen size of the device being used and adjusts the site accordingly.

How Do You Start a Mobile Marketing Business?

Set up Your Business on Location-Based Platforms

• Setting up your business on the various location-based platforms, such as Foursquare, Gowalla, and Facebook Places is a good way to make your business available to a wider range of people and to start running mobile ad campaigns. Foursquare has been a pioneer in this respect, where companies can run various promotions, such as offering discounts for meeting a certain number of visits or "check-ins" on the app.

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How Do You Start a Mobile Marketing Business?

Dive Deeper

• To get a real feel and understanding of mobile ad marketing you need to fully immerse yourself in the experience. Start using location-based platforms wherever you go, check-in, use the various apps available for paying in restaurants or grocers, check out ads, perform various voice searches, all to get a feel of how people might use their mobile devices for consumer transactions. This can help you to design your mobile ad campaigns more efficiently.

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How Do You Start a Mobile Marketing Business?

Start a Mobile Ad Campaign

• Mobile ad campaigns are a crucial element for businesses to get viewership. If you have a skateboard shop in the neighborhood and someone searches "best skateboard shops near me" you want to make sure that your business pops up in their search.
• There are a variety of ways that mobile ad marketing campaigns can be paid for. These include flat fees for running an ad for a certain period of time, or on a cost-per-click basis, a cost-per-thousand basis, or a cost-per-acquisition basis. Facebook, Google, Apple, Instagram, and other social platforms all offer the ability to start your own mobile marketing campaign.

How Do You Start a Mobile Marketing Business?

Utilize QR Codes

• QR codes, which are square bar codes containing information, can be placed in a variety of locations, and once scanned by a phone's camera, direct a user to a website that can show a business's website, promotions, or other important information. They're a simple and easy way to make your business known.

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What Are Some Free Mobile Marketing Tools?

• Some free mobile marketing tools include AppsFlyer, Insider, Branch, and CleverTap. These types of software usually provide no fee service for limited features while advanced features usually require payment. Regardless, they are a good way to get started without having to commit funds and see what works for you.
• The top mobile marketing apps include Facebook Pages, WhatsApp Business, YouTube Studio, Instagram Business, and Twitter for Business.

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Questions