2. Extensive experience in operations and
management, with research background in a variety
of techniques and analysis.
Recipient of several awards, including Distinguished
Tenured Staff Award of 2013, Business Program
Instructor of the year for 2013 and 2014 and the
Parthenon award for best instructor in 2012, 2010
and 2003, and Certificate of Honor for instructor of
the year from the City and County of San Francisco.
Included in the 2000 to 2001 "Who’s Who in Finance
and Industry."
Ahmed Banafa
16. Digital marketing
is an umbrella term for the targeted, measurable, and
interactive marketing of products or services using digital
technologies to reach and convert leads into customers and
retain them.
The key objective is to promote brands, build preference and
increase sales through various digital marketing techniques.
It is embodied by an extensive selection of service, product
and brand marketing tactics, which mainly use the Internet as
a core promotional medium, in addition to mobile and
traditional TV and radio.
17. E-commerce Trends 2014–2015
Retail e-commerce grows over 15%
Continued expansion of mobile, social, and
local e-commerce
Mobile platform rivals PC platform
Continued growth of cloud computing
Explosive growth in Big Data
Continued growth of user-generated
content on social networks, blogs, wikis
18. Types of E-commerce
Business-to-Consumer (B2C)
Business-to-Business (B2B)
Consumer-to-Consumer (C2C)
Mobile e-commerce (M-commerce)
Social e-commerce
Local e-commerce
19. The Growth of B2C E-commerce in the U.S.
SOURCE: Based on data from eMarketer, Inc., 2014b; authors’ estimates.
20. The Growth of B2B E-commerce in the U.S.
SOURCE: Based on data from U.S. Census Bureau, 2014; authors’ estimates.
21. The Mobile Platform
Most recent development in Internet
infrastructure
Enables access to the Internet via
wireless networks or cell-phone service
Mobile devices include
Tablets
Smartphones
Ultra-lightweight laptops
47. Facebook Marketing
Basic Facebook features
News Feed
Timeline (Profile)
Graph Search
Social density of audience is magnified
Facebook is largest repository of deeply
personal information
Facebook geared to maximizing connections
between users
48. Facebook Marketing Tools
Like Button
Brand Pages
News Feed Page Post Ads
Right-Hand Column Sidebar Ads
Mobile Ads
Facebook Exchange (FBX)
49. Typical Facebook Marketing Campaign
Establish Facebook brand page
Use comment and feedback tools to develop
fan comments
Develop a community of users
Encourage brand involvement through video,
rich media, contests
Use display ads for other Facebook pages and
social search
Display Like button liberally
50. Measuring Facebook Marketing Results
Basic metrics:
Fan acquisition (impressions)
Engagement (conversation rate)
Amplification (reach)
Community
Brand strength/sales
Facebook analytics tools
Facebook Page Insights
Social media management systems (HootSuite)
Analytics providers (Google Analytics, Webtrends)
55. Twitter Marketing
Real-time interaction with consumers
270 million active users worldwide
Over 75% access Twitter from mobile device
Will Twitter become the next Google?
Basic features
Tweets and retweets
Followers
Hashtags
56. Twitter Marketing Tools
Promoted Tweets
Promoted Trends
Promoted Accounts
Enhanced Profile Page
Amplify
Television Ad Retargeting
Lead Generation Cards
Mobile Ads
57. Typical Twitter Marketing Campaign
Follow others relevant to your content
and conversation
Experiment with simple Promoted
Tweets
For larger budgets, use Promoted
Trends and TV ad retargeting
For retail business local sales, build
Lead Generation Card
61. 75 percent of the engagement on a
Facebook post happens in the first 5
hours.
23 percent of teens consider Instagram
as their favorite social network.
More than two users sign up for
LinkedIn every second.
62. 53 percent of interaction between
Google+ user and a brand is positive.
44 percent of users on Twitter have
never sent a tweet.
84 percent of women and 50% of men
stay active on Pinterest.
63. 40 percent of YouTube traffic comes
from mobile.
Number of snaps sent per day on
SnapChat is 400 million.
Weekends are the most popular time to
share Vines.
Blogs generate 67 percent more leads
for B2B marketers.