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Social media serves as a cost-effective communication channel for promoting brands to target audiences. Discuss how social media increases brand awareness and customer engagement in integrated marketing communications. Some of the post popular tweets are tweeted by companies and businesses. Social media, including social networks, makes it ever more important for companies to ensure their online exposure ties directly to their brand image and messaging. Along with television, radio, and print, social media is part of the communications ecosystem that works as a whole to create an enjoyable and seamless consumer experience across multiple channels.

Likewise, integrated marketing communications is increasingly incorporating social media into the promotional mix to reach consumers on the web and on mobile devices. Facebook Business Page : Social networking sites such as Facebook can serve as lead generators for marketing communications campaigns. The explosion of social media websites has led to the increasingly important practice of social media marketing. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. Social networking sites and blogs allow individuals to retweet or repost comments written by the creator of the product.

When that individual repeats the message, their connections are able to see it, which means the message reaches more people. Because of the virality of social media, companies frequently use social networking sites for word-of-mouth promotions of products and services. This results in earned media rather than paid media and both serves as a lead generator and creates favorable publicity for the brand.

Social media allows marketers to refine their segmentation strategy by reaching a narrow target audience. For example, Pinterest, a social bookmarking site with an overwhelmingly female user base, attracts companies that primarily target women. Social networking sites also reveal vast amounts of information about prospective interest in products and services.

Today, new semantic analysis technologies allow marketers to detect buying signals based on shared and posted online content. Understanding these buying signals can help sales professionals target relevant prospects and help marketers run micro-targeted campaigns. Through social networking sites, brands can have conversations and interactions with individual followers.

This personal interaction can instill and strengthen brand loyalty amongst followers and potential customers. Thus, each participating customer informally becomes part of the marketing department, as other customers read their comments or reviews. Facebook and other social networks are often used to tune into customer conversations and quickly flag customer service issues and concerns. However, these conversations can also be repurposed across other social media and corporate channels.

Brands often use social media to transform customer comments and testimonials into relevant and compelling content for personal selling, advertising, and other promotional tactics. By tracking and analyzing conversations on social media, public relations professionals can catch problems early and prevent negative publicity from turning into full-blown crises. Organizations can use social media to cost-effectively increase communications across the promotional mix, fostering brand awareness and, often, improved customer service.

Digital marketing uses internet-connected devices to engage consumers with online advertising, primarily through pull or push methods. Digital marketing is defined as the use of internet-connected devices such as computers, tablets, smartphones, and game consoles to engage consumers with online advertising. One of the key principles of digital marketing is creating an easy, seamless, and convenient user experience for target audiences.

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Moreover, eliminating the amount of consumer effort needed to act on digital content helps establish an ongoing, automated relationship between brands and their audience. Blog website : Digital marketers often incorporate blogs and other social media elements in their corporate websites to encourage web traffic. Pull digital marketing is characterized by consumers actively seeking marketing content.

Consumers might use tactics including search engines, email newsletters, text messaging, or web feeds to search for brand information. Push technologies deliver content as it becomes available and are better targeted to consumer demographics. However, microtargeting tends to produce smaller audiences, and results in higher creation and distribution costs. Websites, blogs, and streaming media audio and video are examples of pull digital marketing. In each of these channels, users must navigate to the website to view the content.

It is up to marketers to create digital content — text, images, videos, and audio — that is relevant and captivating enough to attract web visitors, increase page views, and improve search engine rankings. Building online communities on related social media sites such as Facebook and YouTube is another pull tactic used by brands to increase the number of interactions with prospects and customers.

Companies frequently use their corporate websites and blogs to build authority and credibility in their field, as well as improve their search engine optimization. Major search engines such as Google often index sites based on the quality and relevancy of their content. Thus, the higher a brand is ranked in Google, the more likely web users will find their website. Push digital marketing occurs when marketers send messages with or without the consent of the recipients. These digital marketing tactics include display advertising on websites and blogs.

Email, text messaging, and web feeds are also considered push digital marketing when the recipient has not agreed to receiving the marketing message. This practice is also known as spamming. The opposite of spamming is permission marketing, which uses technologies with the prior permission of the recipient.

Marketers obtain consumer permission to send communications via subscriptions or written consent. Text and video press releases can also be distributed easily through online distribution services. Journalists, bloggers, and other content producers visit these sites for news stories.

Brands can gain web traffic from media publications and blogs that use their press releases as information sources. A company may not exclusively use pull or push digital marketing strategies, or they might not use these strategies at all. There are other marketing strategies that may involve a variation of push or pull marketing. For instance, multi-channel communications use push and pull message technologies simultaneously.

Types of Internet advertising include banner, semantic, affiliate, social networking, and mobile.

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Give examples of how brands use affiliate marketing, social network advertising, search engine marketing SEM , and mobile advertising. One major benefit of online advertising is the immediate publishing of information that is not limited by geographic or time constraints. Online advertisers can customize advertisements, making consumer targeting more efficient and precise. For example, AdWords, Yahoo! Search Marketing and Google AdSense enable ads to be shown on relevant web pages or alongside related search results.

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On the other hand, consumers have greater control over the content they see, affecting the timing, placement, and visibility of online advertisements. Within the scope of Internet marketing, online advertising includes display advertising, affiliate marketing, search engine marketing SEM , and mobile advertising. Banner Ad : Banner ads are examples of Internet advertising. Display advertising is the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a corporate website and increase product awareness.

These banners consist of static or animated images, as well as interactive media including audio and video. This practice is known as behavioral targeting. Semantic web content is closely linked to advertising to increase viewer interest engagement with the advertised product or service. Affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of publishers, who are only paid media fees when the advertiser receives web traffic.

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Web traffic is usually based on a call-to-action or measurable campaign result such as a submitted web form or sale. Today, this is usually accomplished through contracting with an affiliate network. Social network advertising is a form of online advertising found on social networking sites such as Facebook. Advertising on social media networks can take the form of direct display ads purchased on social networks, self-serve advertising through internal ad networks, and ad serving on social network applications through special social network application advertising networks.

Search engine marketing is a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages SERPs. SEM tactics include paid placement, contextual advertising, and paid inclusion, or free search engine optimization techniques to drive placement of their ads.