DM

GROUP A
1. What is marketing domain? Domain marketing is the practice of using internet addresses as a way
to expand the potential number of visitors to your website. ... Domain marketing steps beyond
finding the right domain name for a website. It seeks to use domains as part of your internet
strategy.
2. Behavioural internet. One to one marketing? Also known as behavioural targeting, behavioural
marketing profiles the prior behaviour of online users in order to determine which ads those users
will see next. ... Understanding how to implement behavioural marketing campaigns allows
marketers to reach a more receptive audience.
One-to-one marketing (sometimes expressed as 1:1 marketing) is a customer relationship
management (CRM) strategy emphasizing personalized interactions with customers. The
personalization of interactions is thought to foster greater customer loyalty and better return on
marketing investment.
3. 7 types of online marketing? The 7 Types of Internet Marketing:
 Social media marketing.
 Influencer marketing.
 Affiliate marketing.
 Email marketing.
 Content marketing.
 Search engine optimization (SEO)
 Paid advertising.
4. Next generation CRM. It’s a 100% completely free professional CRM made for literally just about any
business. Customer tracking, sales analysis, lead generation, Target lists, in-app email program
with sent folders and so on. Very large companies are beginning to use them.
5. E-enterprise. An e-business enterprise allows you to expand your reach and sell to a global
audience. The definition of electronic business, or e-business, is any kind of business transaction
that takes place over the internet. This term encompasses all forms of sharing digital
information online to support and improve business processes, including email marketing,
content management systems, payment processing systems, electronic order processing and more.
6. Social Media Analytics. Social media analytics is the process of gathering and analysing data from
social networks such as Facebook, Instagram, and Twitter. It is commonly used by marketers to
track online conversations about products and companies.
7. E-process. A Framework for Business Composition. ... Business composition is the ability for one
business to compose e-services (possibly offered by different companies) to provide value-added
services to its customers. Composition of e-services has many similarities with business process
(workflow) automation.
8. Internet marketing matrix. Digital Marketing Metrics and KPIs are values used by marketing
teams to measure and track the performance of their marketing campaigns. Digital marketing
teams use a number of tools to promote their services and products, and tracking the results can
often be time consuming and difficult.
9. Generation Y. The generation of people born during the 1980s and early 1990s. The name is based
on Generation X, the generation that preceded them. Members of Generation Y are often referred
to as "echo boomers" because they are the children of parents born during the baby boom (the
"baby boomers").
10. Social Media Tools. Social media are interactive computer-mediated technologies that facilitate the
creation and Marketplace actors can use social-media tools for marketing research, ..... to
computers and the Internet; in contrast, middle class and upper-class people
11. Generation X & Generation Y comparison.
Generation X Generation Y
Born early 1960s to eartly Early part of the 80s to early
80s 2000s
Lacked supervision Overprotected and sheltered
Individualistic and Dependent and value
independent community
GROUP B
1. CRM Process. CRM process involves the activities and strategies that companies use to manage
their interaction with current and potential customers. ... Harness that relationship even with
prospects and they'll be converted into actual customers. Five steps are:
a) Customer portfolio analysis
This first step involves analysis of your organization's customer base to determine what groups and
kinds of customers are the most profitable. This will define your organization's target customer
base.
b) Customer intimacy - Customer intimacy is the process of getting familiar with the individual
customers within the organization's target customer base. Relationship building is predicated upon
how well you know your customer and that includes everything from buying habits to when their
birthday is. Every interaction with a customer is an opportunity to improve customer intimacy and
learn more about your target market. This step usually includes building a customer database to
store the gathered information.
a) Network development - Network development refers to the identification and development of
strong relationships with organizations, networks and people that are critical to your success in
servicing your customers. These relationships will include external partners such as suppliers
and investors, as well as internal partners, your employees.
b) Value proposition development - This step builds on the information gathered while working on
customer intimacy. Once you have identified your target customer, you can move forward and
create a tailored value proposition for this customer. In creating value for your customer, your
value proposition must also create value for your organization.
c) Customer life cycle management - The customer life cycle refers to the ideal customer journey:
from potential client to product/service advocate. It also relates the continuing relationship you
maintain with your customer. Managing this cycle requires structure and attention to process.
Your organization must determine how it will organize itself to effectively manage customer
relationships (structure). As well, thought must be given to determining how your organization
will approach customer acquisition and retention, as well as the performance measurement of
your CRM strategy (process).
2. Traditional CRM & Next Generation CRM. Comparison.
a. Straight line vs. circular communication model - Traditional CRM communication flows in a
straight line. The conversation can be initiated either way by the business (outbound
marketing) or customers (customer complaint or inquiry), but communication works on a
one-way stream with a predefined structure how the business ends the conversation, either
to address a complaint or convert a pitch to sale. In the diagram above, the customer is
outside of the CRM model; she is just the recipient of information. This is especially true for
big-ticket items like mortgage CRM software or insurance CRM software. On the other
hand, Social CRM communication works on multiple rings with the customer at the centre.
Unlike in traditional CRM, the customer is involved or inside the CRM model. In short,
Social CRM is collaborative more than informative. Likewise, there is no clear goal how to
end the conversation because that decision falls on the customer. For example, a customer
can criticize a product in a business’ Facebook page and end up asking for more
information about the product. That can be construed as a successful strategy by the
business, having been able to change the complaint into an inquiry, but the business
cannot tell how the engagement will end. It can only react to the next round of legitimate
customer posts.
b. Transaction vs. interaction - Traditional CRM is focused on transactions (sell) based on
customer insights. Best CRM software—whether on premise or web based, cloud hosted
model—focuses on collating customer data to create a personalized sales pitch or solution
to a complaint. Engagement is mainly via hotline number or email to fulfil the transaction.
Incidentally, some businesses make the mistake of adapting this traditional CRM tactic in
their social networks to catastrophic result. Customers don’t want to talk about the
business; rather, they want to listen to stories and solutions the business has to offer.
Meanwhile, Social CRM focuses on customer engagement and interactions. Transactions
are just a by-product. Customers don’t want hard selling in their social networks, but they
are likely to respond when businesses talk about social topics like news, interests, trends
and humor. The main goal is to reinforce a positive message about the business in
 customers’ mind. In short, where traditional CRM is sales-oriented, Social CRM is PR-
oriented.
c. Inside looking out vs. outside looking in - Traditional CRM starts with what customer
insights the business has. Customer information and behavioural patterns that the
business has collected (inside data) are processed to find sales opportunities outside. For
instance, a database of one-time buyers can be collated for an upselling campaign. Social
CRM works the opposite way: it is outside looking in. It listens to outside signs in
customers’ social networks (digital footprints in the jargon) and identifies opportunities that
the business can process using its internal resources. A customer can be talking about the
merits of a product to a friend over Facebook. With good Social CRM software, the company
can pick this up and reward the customer or reinforce the message.
d. Customer support/telemarketing vs. PR - The CRM frontline is seeing a changing of the
guard. Traditional CRM is manned by customer support or telemarketing team. These two
departments are in the best position to address customer inquiries or complaints or pitch
products. On the contrary, Social CRM is fronted by the PR team, which specializes in
creating publicity or push advocacy to customers, two elements that are needed to elicit
customer attention in social networks.
e. Budget decision - The changing of the guard is also happening in another front: budget
allocation. Traditional CRM is often budgeted on the analysis and recommendations of the
Chief Information Officer, who is a technical person. The budget is focused on the technical
costs, such as servers, software license and technical support for on premise CRM software,
or subscription plan and upgrades for cloud-based CRM software. In Social CRM, the
budget is likely to be decided by the Chief Marketing Officer or a similar position that
oversees marketing strategies, rather than the technical infrastructure of CRM. Online
campaigns and events will replace hardware and software issues as the main budget
determinants.
f. Operations - Business sets the operating hours and process in traditional CRM. Hotline
numbers are open from 9 to 5, or email replies are processed within 24 or 48 hours. Even
24/7 options are just that, options given by the business. In short, customers just have to
wait. In Social CRM, the tables are turned. Customers access their social accounts 24/7
across the latest popular network channels. Business has to catch up or risk losing an
opportunity or, worse, aggravate a crisis. Customers won’t wait for business to respond;
they just move on and likely to forget the business, while other companies are more than
willing to catch them.
3. ECRM.
Electronic customer relationship management provides an avenue for interactions between
a business, its customers and its employees through Web-based technologies. The process
combines software, hardware, processes and management’s commitments geared toward
supporting enterprise-wide CRM business strategies.
Electronic customer relationship management is motivated by easy Internet access through
various platforms and devices such as laptops, mobile devices, desktop PCs and TV sets. It is not
software, however, but rather the utilization of Web-based technologies to interact, understand and
ensure customer satisfaction.
An effective E-CRM system tracks a customer’s history through multiple channels in real
time, creates and maintains an analytical database, and optimizes a customer’s relation in the
three aspects of attraction, expansion and maintenance.
A typical E-CRM strategy involves collecting customer information, transaction history and
product information, click stream and contents information. It then analyses the customer
characteristics to give a transactional analysis consisting of the customer's profile and
transactional history, and an activity analysis consisting of exploratory activities showing the
customer's navigation, shopping cart, shopping pattern and more.
The benefits of E-CRM include the following:
 Improved customer relations, service and support
 Matching the customers' behaviour with suitable offers
 Increased customer satisfaction and loyalty
 Greater efficiency and cost reduction
 Increased business revenue
 Businesses that strategize and implement an E-CRM solution are able to align their
processes around technology to effectively deliver seamless, high-quality customer experience
across all channels. Customers have the power to help themselves through online personalized
services that are made available on demand. The Internet provides a simple and ideal medium
where customers can get information from websites, buy products and find answers using FAQ
sections, forums or chat rooms.
4. Collaborative way. Up To: For a group of people to work powerfully together, they need to share a
commitment to a compelling future. They need to know what they are "up to". The Five
Commitments: Listening Generously: We have covered this in some detail. This is the lost art of
learning to listen for the contributions of others, rather than listening from our assessments,
judgments, and opinions. Much harder that it seems. Speaking Straight: To speak honestly in a
way that forwards the action, that is, what we are up to. This includes making clear and direct
requests, and raising controversial issues when necessary. Most people are surprisingly bad at
making clear, direct requests, and can't understand why others don't do "what they are told".
Being For Each Other: Supporting each other's success. Looking for each other's greatness and
drawing it out when necessary. How rare in a competitive corporate environment. Honouring
Commitments: The flip side of speaking straight. Making commitments that forward what we are
up to. Being responsible for our commitments, and holding others accountable for their
commitments. Supporting others in fulfilling their commitments. When did you last ask "how can I
help you fulfil your commitments to this project?" Would your project team agree on what were the
commitments of each participant? Acknowledgement/Appreciation: Each participant commits to
being a source of acknowledgement and appreciation for the team. You want motivation in your
team? Create a culture of acknowledgement. The Two Guiding Principles: Inclusion: Learning to
ask the question: "Who needs to be included in this decision or action in order to produce speed,
quality and the desired result?" One of my PM Toolbox tools - I'm an inclusion master. Alignment:
Having the concern: "Are we addressing this issue in a was that will build alignment in all parties,
vs. forcing our view or merely going along?" The farthest thing from most manager's minds - "I
don't want to appear weak!" That's the map of the path - lets start down the path in more detail.
5. Market Networks. Market network is a blend of a marketplace and a social network with a SaaS
solution to help the service providers — who are individuals in the market network as opposed to
companies — work with customers and other service providers on longer-lasting and more complex
projects instead of just quick transactions like on Uber or eBay. Although, as one user on Hacker
News remarked, “the SaaS part seems just thrown in there, like ketchup on French food.”
Marketplaces are primarily about transactions, even though there are definitely reviews and
the overall score that potential customers base their purchasing decisions on. Most people check
the driver score when ordering a ride on Uber, same with eBay and purchasing products, and so
on. These, however, are marketplaces since buyers and sellers meet there for a one-off transaction.
Marketplaces are aggregators of sellers.
Social networks are — well, they are social networks. People communicate and build
relationships on LinkedIn, Facebook and so on. Commerce is not the core objective of social
networks.
So, now you have two separate places for your online presence and commerce: a
marketplace to sell stuff, and a social network to build relationships.
What, however, if you provide a service that is more complex than a mere buy-sell
transaction. And on top of that, what if you need collaboration with other professionals in your
industry to form a team to provide an end-to-end service?
Well, that’s where market networks come in. In the market network, you are a service
provider, but also a person with a profile, with history, reviews, score, etc. You can team up with
other people to provide a complex service to a customer and channel the workflow through a SaaS
solution.
Makes sense, right? The world is ultimately moving towards the highest granularity level in
how people work with each other — the level of an individual — including the provision of services.
Market networks seem to be in tune with this, and back in 2015 it was proclaimed that the next
decade was going to be about market networks, just like the previous one was about social media.
6. Social Media Tools –
a. HootSuite - Whether you are a user handling multiple accounts, or an agency that handles
hundreds, HootSuite makes it easy. It’s easy to add accounts, easy to schedule posts across
all major platforms and easy to add account managers. In addition, the company also has a
robust training platform that teaches not just the tools, but how to think about social
marketing as a whole. As a package, the best out there for the price. - David Kley, Web
Design and Company

b. Hubspot - While there are a lot of tools out there that let you monitor and publish to social
accounts, we recommend platforms such as Hubspot where you can not only monitor and
publish but also get closed-loop reporting data. That means you're not just seeing what
channels drive the most engagement, but you can track further down the funnel to see
what posts and channels drive actual leads and sales. - Ryan Short, MODassic Marketing

c. MeetEdgar - There are countless tools that post for you and schedule posts but what about
a system that re-shares evergreen posts? MeetEdgar is the one thing I would recommend
because it has the biggest impact on traffic by automatically re-sharing your evergreen
content. - Christina Baldassarre, Zebra Advertisement

d. TweetDeck - TweetDeck has been around a long time now, and there's a reason for that:
It's one of the best and best-priced (what can beat free?) ways out there to be a part of the
Twittersphere. The multi-columned layout makes it easy to follow several conversations at
once, and scheduling content is a snap. Twitter moves so fast, but TweetDeck makes it
doable and even enjoyable. - Starr Million Baker, INK

e. IFTTT - IFTTT, or “If This Then That,” is a great automation tool that can help you save a
lot of time on trying to manage social media platforms, apps and websites. The tool can link
these services together based on a trigger and an action. Based on the trigger you create, it
will start an action. For example, if you publish a blog (the trigger), then IFTTT will
automate and create a tweet (the action). - Solomon Thimothy, OneIMS

f. Buffer - I’m a fan of Buffer. It lets you schedule and manage social media posts across all of
the most widely used channels, and you can individually customize each post for all of the
different platforms it gets posted to. Buffer also shares your content at the best possible
times throughout the day and tracks links so that you can see what content gets the most
traction. - Chi Zhao, Hokku PR

g. Sprout Social - Our digital team utilizes Sprout Social for its social media management,
which allows the team members to monitor clients’ social media mentions, engage with
brand advocates, schedule content in advance, and utilize reporting tools to inform future
strategies. As our hotel clients’ guests view social media as a virtual concierge, we find it
essential to have a tool to streamline real-time communication. - Jennifer
Hawkins, HAWKINS International Public Relations Inc.

h. Google Analytics - Google Analytics is the one tool that manages our social media. Why?
Because the data we gather from analytics focuses our efforts on the social media platforms
that are driving traffic and conversions. Did we receive a ton of traffic from Reddit in the
last month that converted to subscribers? Did we have a negative ROI on our Facebook ad
spend? Google Analytics provides these answers and more. - Brett Farmiloe, Markitors

i. A Content Calendar - Creating a content calendar doesn't require complex software; you
can create one in Google Docs or Microsoft Word. Planning out your content a month at a
time offers you a distinct advantage: You can plan for holidays, scheduled product releases,
newsletter blasts and more. Having a content calendar is a key aspect of developing a
cohesive social media marketing strategy. - Kelly Samuel, Qode Media

j. Raven - Individual reports and scheduling posts for individual channels are always helpful,
but that is not always a sufficient representation of your online image. I like Raven because
it provides reports gathering information from pay-per-click (PPC), search engine
optimization (SEO), and social media channels. It also allows you to access data and
schedule posts on a wide variety of digital media channels. - Ahmad Kareh, Twistlab
Marketing
 k. SocialFlow - SocialFlow's algorithms analyze user behavior and then optimize each post
based on real-time data, in order to predict the best times for publishing content to capture
peak attention from target audiences. They release posts when timing, relevance and
audience are optimized, and also offer a full suite of services that aim to expand audience
engagement and increase revenue per customer. - Ryan Pezzotti, Knowzo.com

l. Iconosquare - If Instagram is a big part of your business, you absolutely need to be

using Iconosquare. Its in-depth analytics are the best out there, and they keep rolling out
new features, such as monitoring the content of multiple accounts in one place, scheduling
posts, etc. - Leila Lewis, Be Inspired PR

m. Sprinklr - Social tools are not all created equal. Some are quite expensive. The tools trying
to cover everything mainly focus on organic vs. paid, so it is nearly impossible to have just
one tool for organic and paid social. If you want an all-in-one service, Sprinklr seems to be
the best management tool for all of your social channels. It helps you with posting, approval
of content, and metrics reporting. - Gina Michnowicz, Union+Webster

n. KnowEm - Too often, businesses fail to secure all of the relevant social media profiles prior
to kicking off a formal social media strategy. That's why I highly recommend KnowEm.
KnowEm allows you to check for the use of your brand, product, personal name or
username instantly on over 500 popular and emerging social media websites. By securing
your social media identities you will maximize brand equity. - Kristopher Jones, LSEO.com

o. Humans - Perhaps the hardest part of social media marketing is staying relevant. Even
large brands find it difficult to connect with their fan base effectively at all times. One brand
that is doing it extremely well right now is Wendy’s -- by having a dedicated social media
manager, the company is able to be very fluid, responsive and engaging. Simply using a tool
to schedule posts will not get you results. - Arya Bina, Kobe Digital

7. Google AdWords.

AdWords (Google AdWords) is an advertising service by Google for businesses wanting to

display ads on Google and its advertising network. The AdWords program enables businesses to set
a budget for advertising and only pay when people click the ads. The ad service is largely focused
on keywords.
Businesses that use AdWords can create relevant ads using keywords that people who
search the Web using the Google search engine would use. The keyword, when searched for
triggers your ad to be shown. AdWords at the top ads that appear under the heading "Sponsored
Links" found on the right-hand side or above Google search results. If your AdWords ad is clicked
on, Google search users are then directed to your website.

When choosing keywords for your AdWords campaigns different matching options are available.
The two main keyword match options include the following:
 Broad Match: This reaches the most users by showing your ad whenever your keyword is
searched for.
 Negative Match: This option prevents your ad from showing when a word or phrase you
specify is searched for.
 Phrase Match: Your ad is shown for searches that match the exact phrase.
 Exact Match: Your ad is shown for searches that match the exact phrase exclusively.
When using AdWords keywords are also used to determine your cost of advertising. Each
keyword you choose will have a cost per click (CPC) bid amount. The bids specify the maximum
amount you're willing to pay each time someone clicks your ad (the maximum cost-per-click). A
higher CPC bid can allow your ad to show at a higher position on the page.

8. CRM Features & Applications. The top CRM software features and functionality include:

a. Contact Management
b. Sales Team and Customer Opportunity Management
c. Lead Management for Determining High-Quality Leads
 d. Reports and Dashboards
e. Sales Analytics
f. Mobile CRM.
g. Sales Force Automation
h. Sales Forecasting
i. Email Client Integration
j. Workflow and Approvals
k. Sales Data
l. RM Data/File Storage
m. Files Sync and Share
n. Inside Sales Console.
o. Sales Performance Management
p. Marketing Automation Integration
q. Chat Integration
r. Call Center Automation and Integration
s. Web Analytics Integration
t. Support Automation
u. Cloud-Based or On-Premise CRM.
v. Product Level Quotes
w. Role-Based Views
x. Testing Environment
y. 3rd-Party Integrations
z. Campaign Management
aa. Customization Options
bb. Email Marketing Integration
cc. Social Media Management Integration
dd. Case Management/Customer Satisfaction.
In CRM (customer relationship management), CRM software is a category of software that
covers a broad set of applications designed to help businesses manage many of the following
business processes: ... access business information. automate sales. track leads.

9. Marketing Domain.
Although many small businesses do just fine with using one domain name, companies of all
sizes can certainly benefit from registering multiple domain names as part of their domain name
strategy. Having multiple domain names can provide sound marketing opportunities to engage
your customers and to help grow your business.
Best of all, a domain name is versatile. Depending on the type of marketing campaign you’re
running, you have the flexibility to tailor your approach. For example, you can utilize a domain
name for something that requires very little investment of your time or money by simply pointing a
specific domain name back to your existing website, or redirecting it to your business’s social
media page. But if you have more time and/or a larger budget, you can create a campaign-specific
landing page or even develop an entirely new website.
Let’s consider some of the following more specific strategies on how to leverage a domain name
in your marketing:
Highly targeted campaigns
If you’re thinking of launching a one-off marketing campaign that targets a very specific or
distinct audience from your company’s core audience, consider using a different domain name that
points to a new landing page. A giveaway, special event, loyalty program, trade show or even a
commercial are good examples of when you might want to use a unique domain name and landing
page that is separate from your main website.
This option has many benefits. It allows you to:
1. Tailor content specific to your targeted audience.
2. Try creative ideas.
3. Test messaging that’s different from your main “corporate” tone and feel.
4. Easily track your campaign’s results.
Specific products and services
 Sometimes it makes sense to “brand” a specific product or service with its own domain name
and website. Just look at Coca-Cola, where many of their popular products have their own
dedicated websites, such as dietcoke.com, dasani.com and minutemaid.com.
For example, let’s say you’re a realtor and want to showcase a high-end premium property. You
could register the actual address (e.g., 123nameofthestreet.com) as a domain name and direct
potential buyers back to a targeted landing page that provides property details, photos and/or
videos.
Or perhaps you’re an established commercial architectural firm and want to expand into the
residential arena. Register a new domain name with that specific market in mind, and leverage it
with a new website, social media channels and branded company email. It merits consideration
because it may help with any confusion that may arise between your commercial and residential
clients.
Getting creative
Marketing can be tough in a heavily saturated market, but here’s the great news…you have
many options when it comes to creating a domain name to help boost your efforts, especially in
terms of user memorability and search. Consider using a:
1. Particular day — www.blackfridaycardeals.com
2. Season or holiday — www.snowydestinations.com
3. Location — www.bestbakeryinlondon.com
4. Campaign slogan — www.keepdreamingup.net
Need inspiration? Try a domain name suggestion service like NameStudio™. Quick and
easy to use, NameStudio helps you brainstorm with ease, providing unique and relevant
suggestions that help you stand out from the crowd and resonate with your target audience.
Just to recap…
You don’t have to register thousands of domain names to succeed in today’s competitive
marketplace. But with a good domain name strategy in place, you can use a few additional domain
names to enhance your marketing efforts, which could help create more opportunities to grow your
business and keep your existing customers and clients highly engaged.

10. Generation Y in direct marketing.

There’s an assumption among many that Generation Y – people born between the mid-1980s and
the early 2000s – is extremely difficult to reach via traditional media and direct mail.
Like most assumptions, it’s equal parts true and untrue. While Gen Y is far more involved in digital
media than previous generations, its members are also highly responsive to direct mail and other
more “traditional” forms of marketing.
One reason for this is digital marketing overload. Like Allison Schiff mentioned in Direct Marketing
News last year, many millennials face inboxes full of marketing messages, causing them to zone
out of digital media and look to traditional media.
An impressive 50% of Gen Y finds print deals in newspapers. 33% of Gen Y uses direct mail to
learn more about products, offers and brands. Far from being 100% digital, Generation Y pays
attention to all marketing channels.
Since Gen Y pays close attention to almost all marketing channels, the importance of having an
integrated marketing strategy – one in which your marketing message is consistent online, offline,
in print and in direct mail – is greater than ever.
In this guide, we’ll share three effective strategies that you can use to combine your digital, print
and direct marketing strategies to connect with Generation Y.

Capitalize on the personal touch of direct mail - In the age of automated email messages, the value
of personalized direct mail can’t get any higher. Generation Y has grown up with the assumption
that they’ll forever be a number in a database – an assumption personalized direct mail can break.
Instead of focusing purely on the message with your postcards direct mail campaign, focus on the
medium. Personalized messages with a human touch stand out from the crowd of email and SMS
messages and show people that your company truly cares.
Give your audience a unique, nostalgic experience by using the highest quality paper and materials
for your direct mail campaign. The feeling of opening a personal letter is impossible to replicate
online – use it to your advantage to create an impression.

Get in touch using direct mail, then follow up digitally - No small business postcard marketing
campaign inspires people to take action and claim your offer right away. Many people need to be
exposed to your message two, three or four times before they recognize its value and take action.
 Use direct mail to create a wonderful first impression and familiarize people with your brand and
offer. A few days later, follow up via email to remind your audience about your brand’s values, your
products and your offer.
Following up via email has several advantages, including that it allows you to integrate links to
products, offers and online brochures into your follow-up email.

Provide multiple response paths for customers - Generation Y is highly responsive to direct mail,
but that doesn’t mean your direct mail campaign’s audience won’t want to claim your offer online.
Generation Y has grown up alongside Amazon and iTunes, and its members love to shop online.
Synchronize your direct mail campaign with your online store by giving people a variety of response
paths to your campaign. Let them claim your offer online, via your mobile app, over the phone or in
person at your nearest retail store.
The more response paths you offer, the greater the percentage of recipients will be interested in
claiming your offer. From QR codes to online coupons, give recipients multiple ways to engage with
your brand and you’ll significantly boost your response rate.
GROUP C

1. Customer Life Cycle. Stages.

The customer lifecycle is a term that describes the different steps a customer goes
through when they are considering, buying, using, and remaining loyal to a particular product or
service. This lifecycle has been broken down into five distinct stages: reach, acquisition,
conversion, retention, and loyalty.
The six stages of the customer lifecycle are:

 Awareness.

 Engagement.

 Evaluation.

 Purchase.

 Product and Support Experience.

 Bonding.

2. Social Media. McKinsey Social Media Model.

Social Media 24/7 Model. The Social Media 24/7 model was created by Ingmar de Lange,
Judith Hordijk and Wilco Kaasenbrood. It focuses primarily on the structural use of Social Media.
It does, however, indicate the features an organization needs to succeed in the Social Media
environment.

Today’s chief executive can no longer treat social media as a side activity run solely by
managers in marketing or public relations. It’s much more than simply another form of paid
marketing, and it demands more too: a clear framework to help CEOs and other top executives
evaluate investments in it, a plan for building support infrastructure, and performance-
management systems to help leaders smartly scale their social presence. Companies that have
these three elements in place can create critical new brand assets (such as content from customers
or insights from their feedback), open up new channels for interactions (Twitter-based customer
service, Facebook news feeds), and completely reposition a brand through the way its employees
interact with customers or other parties.
The social consumer decision journey
 Creating buzz
 Learning from customers
 Targeting customers

Steps in the Consumer Decision Journey

 1. Monitor
2. Respond
3. Amplify
4. Lead
3. Social Web.
The social web is a set of social relations that link people through the World Wide Web. The
social web encompasses how websites and software are designed and developed in order to support
and foster social interaction. These online social interactions form the basis of much online activity
including online shopping education, gaming and social networking websites. The social aspect of
Web 2.0 communication has been to facilitate interaction between people with similar tastes. These
tastes vary depending on who the target audience is, and what they are looking for. For individuals
working in the public relation department, the job is consistently changing and the impact is
coming from the social web. The influence, held by the social network is large and ever changing.
As people's activities on the Web and communication increase, information about their
social relationships become more available. Social networking sites such as MySpace and
Facebook, as well as the future Dataweb enable people and organizations to contact each other
with persistent human-friendly names. Today hundreds of millions of Internet users are using
thousands of social websites to stay connected with their friends, discover new "friends", and to
share user-created content, such as photos, videos, social bookmarks, and blogs, even through
mobile platform support for cell phones. By the second quarter in 2017, Facebook reported 1.86
billion members, and, in 2008, MySpace occupied 100 million users and YouTube had more than
100 million videos and 2.9 million user channels, and these numbers are consistently growing. The
social Web is quickly reinventing itself, moving beyond simple web applications that connect
individuals to live an entirely new way of life.
Social web refers to web services, structures and interfaces that support social interactions
among humans. These include social media platforms, forums and even e-commerce portals. All of
these have to do with the different ways that humans use technology to interact with one another online.
The very broad term "social web" is used to describe how today's modern internet facilitates
personal intercommunication in so many different ways. The social web is seen by some industry
analysts as a progression from the old "Web 2.0" model, another evolution of the internet over the
last few years that was driven by netizens. IT professionals and analysts continue to monitor and
review aspects of the social web; for instance, the W3C Consortium, a top internet standards
group, has set up the Social Web Working Group with internet guru Tim Berners-Lee to look at
issues related to the social use of the internet and to the future of the web.

4. Viral Marketing.

Viral marketing or viral advertising is a business strategy that uses existing social
networks to promote a product. Its name refers to how consumers spread information about a
product with other people in their social networks, much in the same way that a virus spreads
from one person to another.
Viral marketing is a style of product promotion that relies on an audience to generate the
message of a product or service to point where it rapidly breaches out to friends and family in a
short period of time. ... All of you eager marketers out there read this and think if only there was a
way to tackle viral marketing.

Viral marketing is a style of product promotion that relies on an audience to generate the
message of a product or service to point where it rapidly breaches out to friends and family in a
short period of time. If acheived, your specific message will be in nearly everyone’s social media
feed.
All of you eager marketers out there read this and think if only there was a way to tackle
viral marketing. However, what if there was a way to master viral marketing and on top of that, it
isn’t that difficult?
Old Spice continues to be the gold medalist of viral marketing with their humorous and
odd-ball efforts. With “The Man Your Man Could Smell Like” campaign in 2010, their ad received
more than 52 million views and continues to be a marketing theme for the company. Simply put,
 great content is great content. Your audience will be able to read right through you if you’re trying
too hard.
Even if it seems impossible, you can follow these steps to get on the right path to larger
share counts, audience growth and social buzz.
Viral marketing is difficult, but not impossible. You have to start by using the tools around
you to build a campaign that will catch fire. The first step to viral marketing is to know what has
and has not worked in the past.
This will not always be the tall-tale answer to your ability to go viral. Instead, turn to
numbers to get a better understanding of what it takes to go viral.
Here are six ways to improve your chances to go viral:
1. Become BFFs With Social Media Reporting
2. Know Why You Want to Go Viral
3. Make Shareable Content
4. Use Hashtags to Spread the Word
5. Trendjack Viral Content
6. Humanize Your Content

5. Classification of online marketing.

The 2 main groups of digital marketing are online and offline. While offline marketing
involves things like radio, television and phone advertising, online marketing has 7 major
categories:
a. Search engine optimization (SEO) - According to Search Engine Land, SEO stands for
“search engine optimization.” It is the “process of getting traffic from the free, organic,
editorial or natural search results on search engines.” By understanding how search
engines rank websites, one can optimize a website to maximize its chances of ranking
well for relevant searches. However, search engine algorithms continue to change,
making it essential for online businesses to stay up-to-date with best practices to claim
high rankings for relevant keywords.
b. Search engine marketing (SEM) & Pay-per-click advertising (PPC) - SEM (Search Engine
Marketing) is the process of gaining website traffic by purchasing ads on search
engines. Google AdWords is by many measures the most popular paid search platform
used by search marketers, followed by Bing Ads. Beyond that, there are a number of
“2nd tier PPC platforms” as well as PPC advertising options on the major social
networks. Typically, SEM and PPC advertising is carried out through search engines,
who charge advertisers a predetermined amount every time their ad is clicked. While the
search engines profit handsomely from this model, site owners benefit from being able
to precisely target their potential customers.
c. Content marketing - According to the Content Marketing Institute, content marketing is
“a strategic marketing approach focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.” Basically, content marketing is the
ongoing process that focuses on communicating with your customers without always
selling. Instead, businesses should use content marketing strategies to educate the
consumer while delivering consistent, valuable information to buyers who, in turn,
reward us with their business and loyalty. Regardless of what type of marketing you do,
content marketing should be part of your strategy, not something separate. Quality
content is part of all forms of marketing, including social media marketing, SEO, PR,
PPC, inbound marketing and content strategy.
d. Social Media Marketing (SMM) - As an end user, many people already know a lot about
social media, but their knowledge about social media marketing is typically more
limited. Social media marketing is a great way for businesses to fulfill their objectives in
terms of building brand equity, improving customer service, reaching new customers
 and collecting customer feedback. If companies can create social media content that
provides value to others, they can connect with customers in a profitable way.
e. Affiliate marketing - Affiliate marketing is the process of earning a commission by
promoting other people’s (or company’s) products. You find a product you like, promote
it to others (usually through your blog), and earn a piece of the profit for each sale that
you make.
f. Email marketing - Email marketing has long been a pillar for any business attempting
to generate sales via the internet. It provides direct contact with clients and allows you
to drive prospective customers to your website. In a few simple steps, you can provide
updates, exciting news, reminders, etc. to your customers in a matter of minutes. At the
same time, you can use these newsletters as printable, direct mail pieces or even flyers.
When using the right tools, sending out customizable emails that look professional and
represent your business the way you want it can be so simple. People want brands they
can trust, companies that know them, communications that are personalized and
relevant, and offers tailored to their needs and preferences. Digital marketing is the
method in which you can provide it.

6. Social World. (THIS SUBJECT IS RELATED TO SOCIOLOGY. AVOID)

social worlds. A Dictionary of Sociology. social worlds A term which is frequently
applied to 'universes of discourse' through which common symbols, organizations, and
activities emerge.
Social reality is distinct from biological reality or individual cognitive reality,
representing as it does a phenomenological level created through social interaction and
thereby transcending individual motives and actions.

7. Social Media analytics & its components.

Social media analytics is the practice of gathering data from social media
websites and analyzing that data using social media analytics tools to make business
decisions. The most common use of social media analytics is to mine customer sentiment
to support marketing and customer service activities.
Social media analytics (SMA) refers to the approach of collecting data from social
media sites and blogs and evaluating that data to make business decisions. This process
goes beyond the usual monitoring or a basic analysis of retweets or "likes" to develop an in-
depth idea of the social consumer.

Major Components of Social Media Marketing are

 Listening.
 Content strategy & marketing.
 Engagement & community management.
 Promotion & advertising.
 Metrics, measurement & analytics

8. Social Connections.

Social connections are the relationships you have with the people around you. They may
be close, like family, friends, and co-workers, or more distant, like people you know casually. They
can be as close as next door or so far away that you only connect with them by telephone or
through the Internet.

Social connection improves physical health and psychological well-being. One telling study
showed that lack of social connection is a greater detriment to health than obesity, smoking and
high blood pressure. ... Social connectedness therefore generates a positive feedback loop of
social, emotional and physical well-being.
 Boost your mental health: Friendships offer a number of mental health benefits, such as
increased feelings of belonging, purpose, increased levels of happiness, reduced levels of stress,
improved self-worth and confidence.

9. Portfolio Evaluation.

Portfolio Performance Evaluation in Investment Portfolio Management. Portfolio

evaluating refers to the evaluation of the performance of the investment portfolio. ...
Performance measurement is an accounting function which measures the return earned on a
portfolio during the holding period or investment period.

Methods of Evaluation - The conventional method of performance evaluation

compares the portfolio returns to the returns of a benchmark, ignoring the risks taken by the
portfolio manager. The benchmark can be a market index, such as S&P 500, or another similar
portfolio.

I write about building wealth and achieving financial freedom. Keeping tabs on your
portfolio is an important part of investing. If done correctly, monitoring a portfolio enables
an investor to make important adjustments to investments as needed. It also helps an
investor stay on track toward their financial goals.