21 Two sub-categories of SEM are: search engine optimisation (SEO) and payper-click (PPC). Do you know what they are? If not, search the Internet. What channels do you think they could use to send such promotions? DIGITAL AND SOCIAL MEDIA MARKETING Digital marketing Internet and mobile marketing include the following. Email marketing, which exploits this powerful, fast, and inexpensive channel for communication. Search engine marketing (SEM), which makes a company appear among the top results of a search page and gain more visibility. Amplification and applause, which involves promoting sharing, retweeting, and likes to reach a larger audience. Highly personalised content experience, which adapts content to the specificity of each user. Interactive content marketing (e.g. quizzes, polls, augmented reality ads, 360-degree videos, etc.), which engages consumers more. complaint: lamentela, reclamo current: attuale to entice: invogliare to grasp: afferrare to miss out on: perdersi l opportunit di poll: sondaggio roadmap: tabella di marcia 58 Social media marketing Social media marketing (SMM) is a form of marketing that uses social media apps as a marketing tool since they are a great way to reach specific, targeted audiences and connect directly to both current and prospective customers and partners in order to build a brand, increase sales, drive traffic to a website, and build a community of followers. Social media also allow brands to learn more about the personal, geographic, and demographic information of their audience. This makes organisations able to tailor their messages and content for the best engagement of customers possible. Some examples are the following. Social media optimisation monitors and analyses social media to understand what content customers prefer in order to adapt a business s website or online presence accordingly. Marketing anD aDVertiSing Social customer relationship management is the opportunity for customers to ask questions or voice complaints through a social network so that they get the feeling they are being listened to. Social media text analytics analyses customer feedback. Other types of marketing The following are examples of new forms of marketing that span across multiple channels. Proximity marketing exploits the position of the customer to send targeted promotions. Real time marketing focuses on current events or trends. Conversational marketing allows for a personal, instant connection with the brand through chatbots and direct messaging, for example. Experiential marketing focuses on engaging customers through events, competitions, and the like. Automation marketing uses automation to reach higher volumes of traffic (e.g. automated email sequences and scheduled social media posts). FOMO (Fear Of Missing Out) marketing appeals to customers desires to grasp every opportunity to avoid missing out on something.