In the second part, the five key principles of the social media / digital interactive marketing model are presented and discussed.
Principles:
- Ascertain Realistic & Meaningful Online & Social Media Goals
- Influence & Mobilize with Social Media Selectively for the Right Customers
- Engage With The Relevant Interactive Strategy For Set Goals
- Adopt The Best Implementation Approach For Getting Results
- Monitor The Right Metrics And Continuously Improve
The first key principle is related to the issue of setting the right online and social media goals and making social media / digital interactive marketing relevant. The focus iis on how to perform a diagnostic audit of web and social media sites.
The second key principle is to influence and mobilize social media selectively. The focus is on understanding the individual and group’s online and social media preference and behavioral patterns. Discussion of how to create various personas, the way the intended audience searches for the organization’s brands, products, and services, and the nature of customers’ interaction with the organization’s online and social media sites is completed.
The third key principle deals with how to make customer engagement with the right strategy in the relevant context for set goals. The tactic of link building and using blogs to develop authority for the website is detailed along with tools and concepts such as article marketing to develop interest in the website and social media pages. Link building, user interaction, and video creation are key components of the social media / digital interactive marketing strategy.
The fourth key principle is to ensure implementation for getting results. The focus is on the various steps and tasks required to implement the social media / digital interactive marketing programs in the organization.
The fifth key principle involves monitoring the right metrics and continuously improving. Metrics provide insights into how the user is using the organization’s website and social media pages.
The belief is that SEO can dramatically affect website traffic, brand awareness, and lead generation; whereas, social media can dramatically affect new customer acquisition, brand awareness, customer experience, customer retention, and customer insights.
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