Read the summary and the most important questions on Digital Marketing and Analytics Week 4

• 1 Clip 1 - Social Media Marketing

• What are the 3 factors that are leading to a growth in Social Media?

  1. The access to internet; 
     
  2. Availability of smartphones at a cheap price; 
  3. People are spending more time on the internet.

• Why is it important for a company to focus on social media?

  Because of its importance, role,  in the customer journey.

• What type of activity are people undertaking on social media which are important for companies?

  Interacting with the brand.

• An example of China is presented in the travelling sector, what can we see in this journey regarding social media?

  Social media is integrated in each step of the customer journey.

• What opportunity does Customer Empowerment present for marketers?

  To use social media as a marketing platform.

• 1.1 User Generated Content

• There has been a change in the consumer-marketer relationship, why has this change taken place?

  Because of user generated content.

• What has happened to the role of the customer due to User  Generated Content? What has happened to the interaction between the company and the user?

  An interaction where customers have become the central point in the conversation.

• What does User Generated Content entail? List the 2 things?

  1. Users are creating content about brands; 
     
  2. Users are reacting to that content.

• Why is it so important for brands to monitor the User Generated Content on their social media channels?

  To understand consumer's needs and to solve consumer problems.

• 1.1.1 Social Media Monitoring Tools

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• How can a brand actively measure online generated user content?

  Via Social Media Monitoring Tools.