The power of like 2: how social marketing works

The Power of Like 2: How Social Marketing Works is the second research report in a series examining the ways in which brands can quantify the paid and earned effects of their social marketing programs on Facebook and optimize their efforts. The analysis leverages data and insights from the comScore Social Essentials™ and comScore AdEffx™ products. By understanding the core elements of maximizing reach on Facebook – Fan Reach, Engagement, and Amplification – brands can benchmark their performance against other brands and devise strategies to improve on these dimensions and deliver measurable social marketing ROI. The report includes original analysis demonstrating ways in which exposure to earned and paid media on Facebook drives behavioral lifts in purchase behavior. &nbsp

Political Marketing: How Social Media influenced the 2008-2016 U.S. Presidential Elections and Best Practices Associated

Political marketing has become a growing facet of marketing that has infiltrated the campaigning of U.S. presidential elections. Within this cognate of marketing, social media has become a major component of predicting election outcomes starting with the 2008 U.S. presidential election. An analysis of the social media performance of candidates from the 2008 to 2016 U.S. presidential elections reveals how the power of social media can be harnessed to increase voter participation, connect voters to offline political activity, and engage voters with candidates on a more personal note. Social media political marketing should further emphasize the candidate’s brand and build followership through targeted messaging to desired segments. Social media continues to grow in use and bypass direct news sources; therefore, it must complement and create a dialogue with traditional media, as it will likely surpass it someday. To use social media effectively in political marketing, best practices are outlined in this paper with regards to content, engagement, security, platform selection, targeting, group membership environment creation, and display

Social Media Strategic Plan For Under Armour

This thesis is a study of the effects of social media on an organization’s integrated marketing communications strategy in general and provides a proposal of how the sports apparel company Under Armour could use social media to enhance its promotional strategies. It is a discussion of the implications that social media has on consumer behavior with focus on how social media has changed the way today’s consumers interact with brands. This thesis provides an analysis of the growing importance of social media being implemented within a business. Benefits discussed include the appeal of social media over traditional media, increased customer satisfaction, increased loyalty, and brand awareness. A list of essential social media networking sites is discussed under the different platforms of networking, promoting and sharing, highlighting their importance to a business. Under Armour’s current social media presence is discussed and how social media has become a new component of the Integrated Marketing Communications (IMC) mix. An illustration of how Homeland/Embassy strategy uses social media is provided as an example of how Under Armour could use social media in its IMC mix

Digital marketing actions that achieve a better attraction and loyalty of users: an analytical study

Currently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.info:eu-repo/semantics/publishedVersio