Page 98 - BA1 Integrated Workbook STUDENT 2018

Chapter 9

5.2 Social and digital marketing

Digital marketing refers to marketing that makes use of electronic devices,
such as PCs, smartphones and laptops.

There are two key types of digital marketing:

 push – adverts on web pages, etc. – the business simply sends a
message to prospective customers

 pull – websites and web searches, etc. – the consumer actively
seeks out the organisation’s marketing material.

Social media marketing is a subset of digital marketing that involves
advertising on social media sites, such as Twitter and Facebook.

Social media marketing has a number of key advantages to the
organisation:

 improved communication between companies and their customers

 electronic word of mouth (EWoM) allows social media users to
spread information about the organisation, reaching a larger target
audience

 customer information held by social media sites can be analysed to
help the organisation target their advertising more effectively

 online promotion becomes possible, where individuals with large
numbers of social media followers can be paid to review the
organisation and/or its products.

Illustrations and further practice

Now review Illustrations 5 to 7 and TYU 7 to 11 in Chapter 9 of the text.

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