UNIT-4

1-Using Marketing Strategies and Analytics Tools

Marketing strategies and analytics tools are critical components of any

successful marketing campaign. Here are some ways to use marketing

strategies and analytics tools to improve your marketing efforts:

 Define your marketing objectives: The first step in any marketing

campaign is to define your objectives. Are you trying to increase sales,

generate leads, or build brand awareness? By defining your objectives,

you can tailor your marketing strategies and analytics tools to meet your

specific goals.

 Develop a marketing plan: Once you have defined your objectives, you

can develop a marketing plan that outlines the tactics and channels you

will use to achieve your goals. This may include social media, email

marketing, paid advertising, content marketing, or other channels.

 Use analytics tools to measure results: Analytics tools such as Google

Analytics, Hootsuite, and SEMRush can help you measure the

effectiveness of your marketing campaigns. You can track metrics such

 as traffic, engagement, conversion rates, and ROI to determine which

tactics are working and which ones need improvement.

 Optimize your campaigns: Once you have measured the results of your

campaigns, you can use the insights gained from analytics tools to

optimize your campaigns. This may involve tweaking your messaging,

adjusting your targeting, or experimenting with different channels to

improve your results.

 Use data to inform future campaigns: As you continue to measure and

optimize your campaigns, you can use the data you collect to inform

future campaigns. By analyzing trends and identifying patterns in your

data, you can make informed decisions about which tactics to use and

which channels to focus on.

 By using marketing strategies and analytics tools, you can optimize your

marketing efforts and improve your results over time. It’s important to

continually track and measure your campaigns and use the insights

gained to inform future marketing initiatives.

Understanding Digital Marketing Strategy

 A digital marketing strategy is a plan that outlines how a business will

use digital channels to achieve its marketing objectives. A digital

marketing strategy may include a combination of tactics such as social

 media marketing, search engine optimization (SEO), email marketing,

content marketing, and paid advertising.

 Here are some key components of a digital marketing strategy:

 Define your target audience: To effectively reach your target audience,

you need to understand who they are and what they are looking for. This

may involve conducting market research, analyzing customer data, and

creating buyer personas.

Set your goals and objectives:

 Your digital marketing strategy should have clear goals and objectives

that align with your business objectives. For example, you may be trying

to increase sales, generate leads, or build brand awareness.

Choose your digital channels:

 Once you understand your target audience and have set your goals, you

can choose the digital channels that will be most effective for reaching

your audience and achieving your objectives. This may include social

media, email marketing, content marketing, SEO, or paid advertising.

Develop your messaging:

 Your messaging should be tailored to your target audience and should

communicate your unique value proposition. Your messaging should be

consistent across all digital channels.

Create your content:

 Your content should be engaging, informative, and valuable to your

target audience. This may include blog posts, social media updates,

videos, webinars, or other types of content.

Measure and analyze your results:

 It’s important to track and analyze the results of your digital marketing

campaigns. This may involve tracking metrics such as website traffic,

engagement, conversions, and ROI to determine the effectiveness of

your campaigns.

 By developing a digital marketing strategy, businesses can effectively

reach their target audience, achieve their marketing objectives, and

improve their overall marketing performance.

2-Using Marketing Analytics tools to Segment, Target, and Position

 Marketing analytics tools can be used to segment, target, and position

your products or services to effectively reach your target audience. Here

are some ways to use marketing analytics tools to improve your

segmentation, targeting, and positioning efforts:

Segment your audience:

  Marketing analytics tools can help you segment your audience based on

demographic, geographic, and psychographic factors. By understanding

the unique characteristics of different segments, you can tailor your

messaging and positioning to better appeal to each group.

Identify your target audience:

 Once you have segmented your audience, you can use marketing

analytics tools to identify the segments that are most likely to be

interested in your product or service. This may involve analyzing

customer data, conducting surveys, or using predictive analytics tools to

identify potential customers.

Develop your positioning:

 Your positioning should communicate your unique value proposition and

differentiate your product or service from the competition. Marketing

analytics tools can be used to analyze customer feedback and identify

the key factors that are most important to your target audience.

 This can help you develop a positioning that resonates with your

audience and sets you apart from the competition.

 Test and optimize your messaging: Marketing analytics tools can be used

to test and optimize your messaging to ensure that it is resonating with

your target audience. This may involve conducting A/B tests to compare
 different messaging variations and tracking engagement and conversion

rates to determine which messaging is most effective.

 Monitor and measure results: It’s important to track and measure the

results of your segmentation, targeting, and positioning efforts.

Marketing analytics tools can be used to track metrics such as website

traffic, engagement, and conversion rates to determine the effectiveness

of your campaigns. This can help you identify areas for improvement and

optimize your marketing efforts over time.

 By using marketing analytics tools to segment, target, and position your

products or services, you can effectively reach your target audience and

improve your marketing performance. It’s important to continually track

and measure your campaigns and use the insights gained to inform

future marketing initiatives.

3-Online PR and reputation Management

Online PR and reputation management are crucial components of any digital

marketing strategy. Here are some ways to effectively manage your online PR

and reputation:
Monitor your brand: It’s important to monitor your brand and online

reputation regularly. This can involve tracking mentions of your brand on social

media, review sites, and other online channels.

Respond to feedback: Whether it’s positive or negative feedback, it’s important

to respond in a timely and professional manner. This can help demonstrate

your commitment to customer service and can also help mitigate any negative

feedback.

Create and distribute positive content:

Creating and distributing positive content can help counteract any negative

feedback or press. This may involve creating blog posts, social media updates,

or other types of content that highlight your brand’s strengths and positive

attributes.

Engage with influencers: Engaging with influencers in your industry can help

build positive relationships and increase your brand’s visibility. This may involve

reaching out to bloggers, journalists, or other influencers who can help

promote your brand.

Address any negative feedback: If you receive negative feedback or press, it’s

important to address it in a timely and professional manner. This may involve

issuing a public apology, offering a solution to the issue, or taking steps to

rectify the situation.

Use SEO strategies:

 Using SEO strategies can help improve your online reputation by

increasing your brand’s visibility and pushing negative content down in

search engine results. This may involve optimizing your website, creating

positive content, and building high-quality backlinks.

 By effectively managing your online PR and reputation, you can help

build trust with your audience, increase your brand’s visibility, and

improve your overall marketing performance. It’s important to

continually monitor and address any feedback or press and to use a

combination of strategies to build and maintain a positive online

reputation.

4-Digital Marketing Strategies and their ROI

 Digital marketing strategies can provide a strong ROI if executed

properly. Here are some ways to maximize the ROI of your digital

marketing efforts:

 Set clear goals: Before implementing any digital marketing strategy, it’s

important to set clear, measurable goals.

 This may involve increasing website traffic, generating leads, or boosting

sales. By setting clear goals, you can track your progress and measure

the effectiveness of your campaigns.

 Define your target audience: To maximize the ROI of your digital

marketing efforts, you need to ensure that you are reaching the right

audience. This involves defining your target audience and tailoring your

messaging and positioning to appeal to their needs and interests.

 Use multiple channels: To reach your target audience effectively, it’s

important to use multiple digital marketing channels. This may involve

using social media, email marketing, paid advertising, SEO, and other

channels to reach your audience where they are.

 Create high-quality content: High-quality content is a key component of

any digital marketing strategy. By creating engaging, informative, and

relevant content, you can attract and retain your audience’s attention

and drive conversions.

 Measure and optimize: To maximize the ROI of your digital marketing

efforts, it’s important to continually measure and optimize your

campaigns. This may involve tracking metrics such as website traffic,

engagement rates, and conversion rates, and using the insights gained to

refine your strategies over time.

  Focus on customer retention: Customer retention is a critical component

of maximizing the ROI of your digital marketing efforts. By focusing on

retaining existing customers, you can reduce churn rates and increase

the lifetime value of your customers.

 By following these strategies, you can effectively maximize the ROI of

your digital marketing efforts. It’s important to continually track and

measure your campaigns and adjust your strategies as needed to ensure

that you are getting the most out of your digital marketing investment.

5-Using Google Analytics and Other Social Media Analytics Tools

Google Analytics and other social media analytics tools can provide valuable

insights into your digital marketing performance. Here are some ways to use

these tools effectively:

 Track website traffic: Google Analytics allows you to track your website

traffic and monitor key metrics such as pageviews, bounce rates, and

session durations. This information can help you identify areas for

improvement and optimize your website for better performance.

 Monitor social media engagement: Social media analytics tools can help

you monitor your social media engagement and track metrics such as

likes, comments, shares, and followers. This information can help you
 understand how your audience is interacting with your brand on social

media and identify opportunities for engagement and growth.

 Identify top-performing content: Both Google Analytics and social media

analytics tools allow you to identify your top-performing content. This

information can help you create more of the content that resonates with

your audience and drive higher engagement and conversions.

 Measure the effectiveness of campaigns: Analytics tools allow you to

measure the effectiveness of your digital marketing campaigns by

tracking key metrics such as click-through rates, conversion rates, and

ROI. This information can help you optimize your campaigns over time

and maximize your marketing investment.

 Monitor user behaviour: Analytics tools can help you monitor user

behavior on your website and social media channels. This information

can help you identify areas where users are dropping off or experiencing

issues and optimize your user experience for better engagement and

conversions.

 By effectively using Google Analytics and other social media analytics

tools, you can gain valuable insights into your digital marketing

performance and optimize your strategies for better results. It’s

 important to continually monitor and adjust your strategies based on the

insights gained from these tools to ensure that you are getting the most

out of your digital marketing investment.

6-Using Apps and Gamification

 Using apps and gamification can be effective strategies to engage and

retain your audience. Here are some ways to use these tools effectively:

Identify your audience:

 Before creating an app or gamification strategy, it’s important to identify

your target audience and understand their needs and interests. This will

help you create an app or game that is engaging and relevant to your

audience.

Create a unique value proposition:

 To make your app or game stand out, it’s important to create a unique

value proposition that sets it apart from other offerings in the market.

This may involve creating a unique game mechanic or offering a unique

set of features or benefits.

Leverage user data:

 Apps and gamification tools can provide valuable user data that can be

used to inform your marketing strategies. By monitoring user behavior

 and engagement, you can identify areas for improvement and optimize

your strategies for better results.

Use incentives:

 Incentives such as rewards or prizes can be effective strategies to drive

engagement and retention. This may involve offering in-game rewards or

discounts for completing certain tasks or achieving certain milestones.

Provide social sharing options:

 Social sharing options can help increase the visibility of your app or game

and encourage users to share it with their friends and followers. This can

help increase engagement and drive new user acquisition.

 By effectively using apps and gamification, you can create engaging and

memorable experiences for your audience and increase engagement and

retention.

 It’s important to continually monitor and adjust your strategies based on

user feedback and engagement data to ensure that you are getting the

most out of your app or game.

Online Reputation Management

Why is online reputation management important?

 A positive impression online is a must for every business that strives to be
successful. Online brand reputation management helps you adjust the
 way the audience perceives your brand. Besides a positive attitude
towards your company, you can establish trust and credibility and build
authority in your market. However, a good ORM isn’t just a perfect
image on social media.
 It’s a global work of your team that covers all channels you broadcast
your message through. Product review websites, online communities,
social platforms, and other online places for open discussions can
influence your company. That’s why you need to develop a strategy that
will cover all these channels and monitor information about your product
and brand in general.
 Establishing and maintaining a positive narrative about your company is
a challenging task. Yet you can do it successfully with the right online
reputation management strategy. For instance, if you have one
dissatisfied client, you can lose him. However, it’ll be very problematic for
you if this person leaves a negative review on a site like TripAdvisor,
Amazon Customer Reviews, or Yelp or comments under your post on
social media networks. It can influence your brand reputation, credibility,
transparency, and authority.
 To prevent that from happening, ORM comes into action. With its help,
you can instantly track all brand mentions, respond to negative
comments, and solve customer issues immediately. It’ll help you avoid
more complex consequences that impact the profitability and reputation
of your business.
 By showing customers your care and trying to solve their problems
instantly, turn comments into an advantage. Trust, transparency, and
sales are the things you can earn if you manage to respond to negative
comments, bring your arguments, acknowledge your mistakes, and solve
problems when necessary.

 How to manage your online reputation?

 If you don’t want dissatisfied customers to influence your reputation by
sharing negative reviews, you need to know how to manage your
reputation online. In this section, we’ll uncover some important steps for
you to consider during ORM. Let’s dive in.

 Analyze your online reputation. The first step you should take is to
research your brand reputation. During this audit, you need to find out
what people say about your company and product. This way, you’ll be
able to figure out what works with them and what isn’t doing well. Check
out all the channels you use: social media networks, your website, and
 third-party sites. Find all the necessary information by opening an
incognito browser window and searching for your brand name, its
ratings, reviews, and comments. You can find the information faster
using a special monitoring tool like Semrush or Social Searcher. After
collecting all the data, you can make conclusions about the way
customers perceive your company.
 Develop a strategy. When creating an online reputation strategy, select
areas you need to improve. Identify and focus on the urgent tasks first.
Once you decide to manage your online reputation across several
channels, it can take time for your team to do it at a time. That’s why it’s
critical to develop rules and create guidelines. Communication guides
enable employees to stay consistent and use the same brand voice across
various platforms. They also help prioritize tasks when several team
members work on the same task. By developing communication
guidelines, you can navigate your workers how to respond to customers’
comments, reviews, and feedback. Define which tasks are urgent and
need instant reaction and those with secondary importance. Build your
brand’s tone of voice and mention it in your guidelines. Your content
creators and managers should know how to write articles and answers to
customers in compliance with your company.
 Keep an eye on brand mentions. Every brand owner should know what
people say about his company. Monitoring brand mentions lets you
quickly respond to customers’ negative reviews and prevent the problem
from escalating. If you answer too long, it might influence your
reputation. There are two ways to track brand mentions: Google Alerts
and special social media monitoring tools. Consider setting up Google
Alerts for your company name and get emails once there are new results
related to your topic. You can also use a special tool like Sprout Social,
Brandwatch, or Mentionlytics. These platforms prevent you from
searching websites with your brand mentions and analyzing them. Social
media networks cover statements in blog posts, social media posts, news
articles, and forum comments.

1. Come up with a crisis management strategy. A crisis can happen at any

time with any business. You need to develop a crisis management
strategy to deal with the problems that might arise. It should cover the
steps team members should take to overcome specific problems. Cover
the ways to respond to social media mentions. When developing a crisis
strategy, consider using social monitoring platforms, track industry
 trends, identify the most powerful channels, assign tasks to people
responsible for specific areas, and draft responses.
2. Encourage clients to leave their reviews and comments on your
product. You need positive customer feedback to gain trust, credibility,
and authority. Besides, you’ll be able to establish an online presence and
visibility. Ensure your clients can leave reviews on product review
websites like Yelp and TripAdvisor. Prospects will notice positive feedback
from previous customers when they consider your product. Good
customer reviews influence leads’ decisions and encourage them to make
purchases. Allow clients to leave comments under product cards on your
website. Ask them for a review once they receive and try your product.
You can send an email campaign reminding them about feedback. Create
a professional email campaign with SendPulse in minutes.
3. Take care of negative reviews. Since negative feedback prevents
prospects from choosing a product, it’s essential to manage them. First,
you need to identify the level of urgency to provide responses. Take care
of negative feedback that emerges at the top of SERP. Search for
negative reviews on all platforms your company appears on: Google
Business Profile, social media, Trustpilot, Yelp, TripAdvisor, and many
others. Secondly, once you find all the negative feedback, respond to the
most problematic ones first. Answer comments fast and be polite. You
need to show your respect and care to clients and strive to solve their
problems. If your company is responsible for the issue, acknowledge your
mistakes and say you’ll eliminate the problem immediately. Answer
comments under your posts on social media to solve problems in public.
It will show potential customers that you are approachable.
4. Make sure that your content is branded. Stay consistent with
your branding. All the content you share on your website, social media,
and third-party websites should comply with your branding. Your
messaging and brand tone of voice should be the same everywhere. It
makes your company recognizable. Branding covers all aspects of your
business, including branded searches, responses to customer feedback,
communication on social media networks, and responses on Yelp,
TripAdvisor, or Trustpilot.
5. Partner with the right opinion leaders. When collaborating with
influencers, keep in mind your and their reputation. Choose opinion
leaders wisely, including their reputation. Their mistakes can make your
online brand reputation hurt. Since you can’t control the content of other
individual posts, it can be a problem in the future. For instance, there are
many scandals connected to celebrities posting inappropriate and
sometimes very offensive content. The brand can also become a victim of
this scenario.

Process for Reputation Management includes :

o 1.Monitering
o 2.Analysing
o 3.Influencing