Visual Social Marketing

A shift from read to view

Chanrani Abiresh, Dr. Chandrani Singh, Dr. Abiresh Abraham, Mr. Ajit Pandey

• Publisher: BPB Publications
• Year: 2018
• eBook ISBN: 9789388176491
• Topic: Commerce
• Subtopic: E-commerce

Step by Step manual to learn Marketing, Advertising, and Public Relations Key Features

• Basics of Visual Social Marketing
• Impact of Visual Social Marketing
• Social Media Marketing strategies
• Simplified English especially suited for an Indian audience
• Concepts explained with the help of relevant figures, diagrams and examples
• Exercises for readers at the end of each section

Description
The book on visual social marketing starts with the basic concepts and the recent trends in visual social marketing, then moves on to cover the power and risks of using the visual social platform followed by the adoption of various social media marketing strategies. The book then takes a reader through the acquisition of visual assets and usage of the basic and advanced tools of visual social marketing. Along with visuals, it has numerous examples and case studies to help gain the desired clarity. What You Will Learn

• Visual Social Media Marketing and its Impact
• Social Media Marketing Strategies
• Inbound Marketing, Visual Social Media Marketing Tools
• 
  Who this book is for
  You could be a student, a fresh graduate, or a working professional with any educational background and you will be able to start your career in digital marketing with the help of this book. Table of Contents
  1. Basics of Visual Social Media Marketing
  2. Impact of Visual Social Media
  3. Social Media Marketing Strategies
  4. Using Video for Social Media Marketing
  5. Inbound Marketing: An Introduction
  6. Visual Social Media Marketing Tools – II
  7. Advanced Tools for Visual Social Media Marketing About the Author
  Dr Chandrani Singh is currently working as Director-MCA and Placement Head – MCA(SMI) at Sinhgad Institute of Management Vadgaon, Pune and has a rich experience of over eighteen years in the academic sector. Dr Abiresh Abraham is a post-graduate in management and information technology and holds a doctorate in management with more than 15 years of academic and industrial experience. He worked with Sinhgad Institute of Management, Pune for more than a decade. Ajit Pandey is 33 years old passionate (content) writer. He is working as an Asst.Professor in Sinhgad Institutes. He is a computer science from SRKNEC, Nagpur. He is expert in digital marketing, soft skills training, ICT and content development.
  

CHAPTER 1

Basics of Visual Social Media Marketing

Objectives

This chapter will enable the reader to:

• Gain knowledge on recent trends and understand the concept of visual social marketing

• Tuned to various social media platforms and get a know on their working methodology.

• Get a fair idea on the usage of social media and benefits received.

• Adept to the introduction of visual social marketing strategies.

Caselet - Implementing of visuals for marketing by a company to enhance click through rate

This is the case about a nursery that sells trees, plants, creepers ,flower bulbs and garden accessories under the horticulture division of a particular state. The team’s content repository was so enriched that it helped masses to take care of their garden. They also had a web application, which was at its initial stage and wasn’t able to reach their target audience or in other words was not able to initiate a reaction from the target audience. The audience would only flip through the web pages but were not subscribing to the email list or were buying any item or commenting on the web repository. Since the nursery was under a specific horticulture department, they got guidelines to quickly design banner ads and set up a quick A/B split test, by using Visual Website Optimizer. The banner ads information page generated more than hundred percent plus visits to the “top deals page and fifty five percent increase in subscription and thirty three percent increase in sales and below is the sample of the banner ad which helped them to achieve the same. (Fig 1)

Figure 1: Case Study

1.1 Evolution of Marketing Channels

Marketing channels have evolved to great extent in last 20 years from traditional to digital channels. Over a period of time many strategies were introduced, some of them have good results and some failed to satisfy the businesses and consumers. Until recently, outbound marketing methods such as print or TV ads were only mediums to reach audience in masses. Today we talk about online marketing, digital campaigns etc. Marketing has travelled through paper based to mobile and still new concepts are being discovered.(Fig 2)

Figure 2 Evolution of Marketing Channels

In above Figure 2, we can see the journey of marketing channels. Before 90s the only direct marketing channel was postal mail service to send newsletters or brochures or leaflets. Then internet was introduced and some features of internet made marketing little convenient and faster. People started using emails and search engines for marketing purpose. Later in early 2000, internet presented some more useful tools like blogging, chatting etc. Down the line social media portals were introduced and they changed the whole marketing game. Today social media websites and channels are most preferred marketing channels across the globe. Moving on, everything started migrating from ‘e’ to ‘m’ i.e. from computer based to mobile based. And today we talk about ‘Inbound Marketing’,which is the process of attracting the attention of prospects via content creation, before they are even ready to buy.

1.1.1 Conventional Marketing Strategies and Challenges

Traditional marketing is actually a broad category of marketing which in fact includes many forms of advertising and marketing. It’s undoubtedly, is most used and the most recognized types of marketing, the advertisements we listen and watch every day are a part of this marketing. There are four categories, under which all marketing efforts can be categorized:

1. Print

2. Broadcast

3. Direct mail

4. Telephone.

Print

Print marketing or paper-based marketing is the oldest form of marketing where papers are used to market the product or services. In today’s context print marketing refers to advertising space in newspapers, magazines, newsletters, and other printed materials intended for distribution.

Broadcast

In Broadcast marketing TV and Radio are widely used to spread marketing contents. Radio is being used since 1920 for marketing whereas TV is explored first time in year 1941.

Direct Mail

Sending brochures, leaflets, post cards etc. by using postal mail services, falls under Direct mail marketing. This method is one of the most ancient methods of marketing. In around 1888, this method was used first time for marketing purpose.

Telephone

Telephone marketing or telemarketing is the practice of conveying message to consumer to convince to buy product or services. This marketing method is still used but has become somewhat controversial. Few countries have enforced some regulations on this marketing channel.

Traditional marketing has cons and challenges in present market.

• Traditional marketing is not targeted and hence may not result in healthy conversions.

• Traditional marketing is forced on audience, as they come across it daily through various entertainment and information medium.

• No community of like-minded consumers for traditional marketing. Unlike digital marketing it doesn’t propagate from one audience to other.

• Traditional marketing today is not preferred as most of the buyers expect different content altogether.

• Traditional marketing lacks in providing ample amount of data for analysis and decision making process.

1.1.2 Recent Trends in Marketing

As the buying behavior is changing, marketing strategies are changing as well. Marketing cannot be limited to merely sharing the information about product or service, but must monitor many other things to satisfy customers as well as business needs. Recent trends in marketing emphasize on:

• Quality, Value, and Customer Satisfaction.

• Relationship Building and Customer Retention.

• Managing Business Processes and Integrated Business Functions.

• Global Thinking and Local Market Planning.

• Strategic Alliances and Networks.

• Direct and Online Marketing.

• Services Marketing.

• High-tech Industries.

• Ethical Marketing Behavior.

Organizations are putting lot of efforts and money to attract and retain the customers. Day by day the competition is becoming very difficult to even survive. Use of technology and collaborative business models are becoming big threats to small and standalone businesses. The amount of money and other resources businesses are investing in marketing and advertising is immense. There is only one way to be in the competition and that is to use technology enabled marketing and reach the volume of audience across the globe with standard content. Technology also helps in analysis of the performance of campaigns, which we run for marketing and helps in making required improvements. In the past couple of years one can see, many companies have started outsourcing their marketing campaigns to third parties which are expert in marketing of products and services.

1.1.3 Digital Marketing-Evolution, Concept & Practices

On one hand, marketing is a tool to create and satisfy demand, wherein the digital marketing drives the creation of demand with the help of worldwide spread Internet network, and satisfies this demand in new and innovative ways. The Internet...

Table of contents

• Preface
• Acknowledgement
• Table of Contents
• Chapter 1: Basics of Visual Social Media Marketing
• Chapter 2: Impact of Visual Social Media
• Chapter 3: Social Media Marketing Strategies
• Chapter 4: Using Video for Social Media Marketing
• Chapter 5: Inbound Marketing: An Introduction
• Chapter 6: Visual Social Media Marketing Tools – II
• Chapter 7: Advanced Tools for Visual Social Media Marketing
• Reference