Principles of Online Marketing

4. Retain Customers for Impactful Lifetime Value

To create a customer base that repeats purchases, you must employ any retention strategy that keeps your service value above your cost. Retaining current customers is crucial for sustainable growth, especially since acquiring new customers costs more than retaining the ones you already have. Determine what works and what doesn't. Make sure always to know customer feedback and use this information to improve what you offer and how you serve.

What is your unique selling proposition? How does your product or service differentiate you from your competitors? Why should customers buy from you? What makes you special? What unique benefit do you offer? Conduct thorough research on your audience and put yourself in their shoes to know what they want and need. Audience demographics are extremely useful for developing detailed buyer profiles. Don't forget to ask for feedback whenever and wherever you can. Don't overestimate your knowledge of customer wants and needs unless.

After laying a solid foundation and understanding your audience's needs, you must establish a clear relationship based on trust and mutual understanding. This relationship is a living entity, so you'll need to consciously nurture it for it to grow. Only then can you continue guiding people along the buyer's journey.

Principles of Consistent Marketing

Remember that it takes four minutes to build a relationship and only two seconds to destroy it. Inconsistency is the fastest way to reduce customer retention and loyalty. The more you break their trust, the harder it is to regain. To avoid inconsistencies, analyze your messages, voice, system, and brand identity. It all starts with great content. If your content doesn't add value to your customers, you've already started to lose them. That's why offering free, value-added content is crucial to begin building trust from the start of the relationship.

To achieve this long-term consistency, follow the "KISS" rule (Keep It Simple, Stupid), meaning that if you can express the same idea in half the words, do it. Being concise is important. Don't waste people's time by beating around the bush or being redundant. The briefer you are, the better—always, as long as you are clear and consistent with your message.

 This also applies to design, color, and format. If you have too many elements, they can distract the customer and create a barrier.

Working on simplicity doesn't mean sacrificing quality. You not only want to attract customers but also excite them. Raise your standards and keep them high to continue impressing your customers. For example, create various types of content (content mix) regarding text, images, and video. These different forms of content will keep interest for longer and increase engagement. It's not just necessary to produce high-quality content; it must also be exciting and relatable.

If content is king, then repetition is queen. Try new things, but if something works, repeat that same message in different ways and across various channels. Similarly, if something fails, start over.

Diversifying channels and types of production is a proven way to expand the network. Various segments of your target audience prefer consuming digital content in different ways. As such, repurposing content is an easy and cost-effective way to have a broader reach and generate the maximum return on investment in content production.

8.1. Understanding the Policies of Major ICT Companies Regarding Their Apps

App policies refer to the set of rules, guidelines, and terms that govern the use of a specific mobile or software application. These policies are typically provided by the application developer or publisher and are designed to ensure that users understand their rights and responsibilities when using the app. Some of the common app policies shared by all ICT (Information and Communication Technology) companies include:

1. Privacy Policy: Describes how the app collects, uses, and protects user data. It explains what information is collected, how it is used, and with whom it may be shared. The app developer or publisher is responsible for creating and providing a privacy policy.

2. Terms of Service (ToS) or End-User License Agreement (EULA): Describes the terms and conditions users must agree to when using the app. It often covers issues such as user behavior, intellectual property rights, and dispute resolution. The app developer or publisher typically provides the Terms of Service or the End-User License Agreement.

3. Refund Policy: Describes the conditions under which users can request refunds for in-app purchases or app subscriptions. The refund policy is offered by the app developer or publisher and usually defines the refund policy.

4. Content Guidelines: Specifies what type of content is allowed or prohibited in the app. This may include restrictions on hate speech, illegal content, or other objectionable material. Content guidelines are set by the app developer or publisher.

5. Community Guidelines: Provide rules and expectations for user behavior and interactions within the community or social features of the app. They often address issues such as harassment, bullying, or spam. Community guidelines are established by the app developer or publisher.

6. Security Policy: Describes the measures taken to protect user data and ensure the security of the app. It may include details about encryption, authentication, and procedures for responding to data breaches. The app developer or publisher is responsible for the security policy.

7. Cookie Policy: Explains how the app uses cookies or similar tracking technologies to collect information about user browsing habits. The developer or publisher of the app typically provides a cookie policy.

It is important for app users to read and understand these policies before using the app, as they can have a significant impact on their rights and responsibilities. If users have concerns or questions about these policies, they can often contact the app developer or publisher for clarification or seek legal advice. Additionally, some regions and countries may have specific regulations requiring the implementation of certain policies for apps to be distributed and used legally.

8.2. Who Offers What? Understanding App Policies of Major ICT Companies

App policies from leading Information and Communication Technology (ICT) companies vary, but there are key guidelines commonly implemented by companies such as Apple, Google, Facebook (now Meta), and Amazon. These policies may change over time, so it's important to refer to the most up-to-date documentation on each company's website.

Apple:

• App Store Review Guidelines: Apple has a rigorous review process for apps submitted to the App Store. They have guidelines covering various aspects, including content, functionality, security, and user experience.

• In-App Purchases: Apple requires digital goods and services offered within apps, such as subscriptions and virtual items, to use their in-app purchase system, from which Apple takes a commission.

• Privacy and Data Use: Apps on the App Store are expected to follow Apple's privacy policies and obtain user consent for data collection.

Google:

• Google Play Store Policies: Google has policies governing the content, functionality, and design of apps available on the Google Play Store.

• In-App Purchases: Google also mandates the use of its in-app billing system for digital goods and services. They take a percentage of revenue generated through in-app purchases.

• Permissions: App developers must declare the permissions their apps need, and users are informed of these permissions before installation.

Facebook (Meta):

• Facebook Platform Policies: Developers creating apps or integrations interacting with Facebook services must comply with a set of platform policies covering issues like data privacy, content restrictions, and user experience.

• Advertising and Data Use: Advertisers on Facebook and Instagram must adhere to specific advertising policies, including guidelines for ad content, targeting, and user data handling.

Amazon:

• Amazon Appstore Submission Guidelines: Amazon has its own app store for Android devices, and apps submitted to the store are reviewed based on guidelines that include rules regarding content, functionality, and advertising.

• In-App Purchases: Amazon provides an in-app purchase system for digital content and services, taking a percentage of revenue generated through in-app purchases.

Violation of these policies can lead to the removal of apps from their respective stores and other punitive actions. Additionally, these policies are subject to change, so staying updated with the latest documentation is crucial for app developers and businesses utilizing these platforms.

8.3. Interconnection of ICT Platforms

The interconnection of Information and Communication Technology (ICT) platforms refers to the integration and communication between different technology systems and networks, enabling them to work together seamlessly. This interconnection is crucial for modern businesses and organizations as it allows for efficient exchange of data and services, enhancing productivity and enabling the creation of more complex and versatile solutions.

Here are some key aspects of ICT platform interconnection:

1. API (Application Programming Interfaces): APIs provide a standardized way for different software systems to interact with each other. They allow developers to access the functionality of a platform or service and integrate it into their own applications or systems.

2. Data Integration: Interconnecting ICT platforms often involves integrating data from various sources, such as databases, cloud services, and IoT devices. Data integration solutions help ensure that data is consistent and can be used across different platforms.

3. Middleware: Middleware is software that acts as an intermediary layer between different applications and platforms, facilitating communication and data exchange. It helps bridge the gap between different technologies and protocols.

4. Cloud Computing: Cloud services play a significant role in the interconnection of ICT platforms. They provide the infrastructure and tools for businesses to create and deploy applications that can easily communicate with other cloud-based services.

5. Interoperability: Ensuring different ICT platforms can work together is crucial for interconnection. Standards and protocols such as HTTP, REST, SOAP, and others help achieve interoperability.

6. Enterprise Service Bus (ESB): ESB is a software architecture that facilitates communication and integration between various services and applications within an organization. It helps manage the flow of data and messages between systems.

7. Internet of Things (IoT): IoT devices generate a vast amount of data, and interconnecting these devices with other platforms is essential for real-time monitoring, control, and data analysis.

8. Cybersecurity: As platforms interconnect, the need for robust cybersecurity measures becomes more critical. Protecting data and systems from potential threats and vulnerabilities is a key consideration in interconnection.

9. Integration Platforms as a Service (iPaaS): iPaaS solutions provide pre-designed connectors and tools for integrating different platforms and applications, making it easier for organizations to connect various systems.

10. Industry-Specific Solutions: Different industries may have unique requirements for ICT platform interconnection. For example, healthcare and finance have specific regulations and standards that must be followed when integrating platforms in these sectors.

11. Microservices: The microservices architecture involves breaking down applications into small services that can be deployed independently. This approach facilitates the interconnection and scaling of different parts of an application or platform.

Interconnecting ICT platforms is a broad and evolving field, driven by technological advancements and the growing reliance on digital solutions. It enables organizations to optimize operations, improve customer experiences, and leverage data and services from a wide range of sources. However, it also comes with challenges, including security, data privacy, and the need for continuous maintenance and updates to ensure smooth integration.

9. Conclusion

As we delve into the digital era, the creation of high-quality digital content becomes increasingly crucial. With an abundance of information available online, it's more important than ever to have engaging and informative content that keeps people coming back for more.

You've learned that digital content can be defined as any type of electronically delivered content, including text, images, audio, or video. It can be disseminated on websites, social media platforms, or applications. Digital content is significant because it provides a way to reach the target audience and interact with them in ways traditional media cannot. In the vast landscape of the internet, ensuring that your content is of high quality is the easiest way to make it stand out and resonate with your audience.

When it comes to digital content, quality matters because the internet is a crowded space. Whether you're creating an infographic, writing a blog post, or recording a video, start with a clear message and purpose in mind.

Here are some key considerations for creating quality digital content:

• Have a clear message and purpose when creating content.

• Ensure your content is engaging and of high quality.

• Identify your target audience and create content that appeals to them.

• Utilize social media platforms and other online channels to share your content.

• Experiment with different types of content, such as text, images, audio, or video.

• Track audience feedback and use it to improve.

• Share your content with others to increase its reach.

Reflexion

To achieve the goal of creating quality content, it is necessary to develop certain social skills beyond purely technical ones related to the way you work. These include how you interact with colleagues, how you solve problems, and how you manage your work.

On the other hand, it is evident that certain skills, such as technical knowledge or any other training acquired through life experiences, career, or personal education, need to be developed. These are generally the skill sets required for a job. In the context of content creation, skills may include editing, design, proposal writing, report writing, research ability, and more.

Most of these skills you may have learned or at least discovered in this course. However, regarding social skills, it is necessary to develop them in your day-to-day life. Content creators often possess creativity, analytical thinking, and communication skills that help them generate interest. This involves considering different career paths and interacting with other content creators to learn how they communicate and share information. This helps them establish a personal brand to connect with consumers and share their work.

As you continue to develop content creation skills and grow your audience, you can build a stable network of relationships to advance in your career. If you build a network of collaborators and followers, you can tailor your content to grow your brand, identify new professional opportunities, and demonstrate value to potential employers.

Furthermore, as you produce content and gain experience, you can specialize in aspects of content creation and seek meaningful opportunities. Experiment with new technologies and software to help keep your message up-to-date.

11. Resources

1. Google Trends:

• Google Trends is a tool that helps you track the popularity of different search terms over the years. It shows what is currently interesting to people and allows you to compare it with the popularity of similar search terms.

• When you run out of ideas, checking Google Trends for topic ideas is an excellent way to overcome creative blocks.

2. Pinterest Trends:

• Pinterest Trends is a hidden gem that tracks the popularity of different terms on Pinterest, similar to its Google counterpart. It goes a step further by showing visually appealing trends compared to two months or even ten years ago.

• It offers a visual guide on current trends in aesthetics and design, aiding in aligning your content with them.

3. AnswerthePublic:

• AnswerthePublic is a search listening tool that provides creators with insights into what their audiences are searching for. Simply input a keyword, and it gives you autocomplete data from major search engines like Google.

• Helps discover what questions your audience is asking, facilitating content ideas by answering these questions in your videos and incorporating keywords into your titles.

4. ChatGPT:

• ChatGPT is an artificial intelligence tool that allows you to ask questions on any topic. The only limit is your imagination (and the fact that it has knowledge only up to 2023).

• Unlike Google, ChatGPT provides selected information, offering a concise answer to your queries.

5. Notion:

• Notion is a productivity and project management tool that helps individuals and teams collaborate on various projects and tasks. It allows you to create simple or complex systems to manage your creative process.

• Use Notion's customization options to create or find templates that suit your creative process.

6. Buffer:

• Buffer offers multiple features that can enhance your content creation process, especially stress-free scheduling for multiple social media platforms. It is one of the most affordable tools for scheduling content.

• Buffer includes features like the home page for social media bios, Remix for efficient social media content reuse, Ideas to track spontaneous thoughts, Buffer AI for quick content creation, and Analytics for performance tracking.

7. WordPress or Ghost:

• WordPress or Ghost serve as content management systems that keep track of all the content you have published on the web. If blogging is one of your chosen content creation methods, a CMS is a necessary addition to your toolkit.

8. Substack and Beehiiv:

• Substack and Beehiiv are tools that allow you to create newsletters and share them with an email list. Both tools offer extensive resources as your audience grows.

• Newsletters are an excellent way to reach your audience's inboxes and implement subscriptions or announcements at your convenience.

9. Otter.ai:

• Otter.ai is a tool that records meetings, takes notes, and generates a summary that you can share. You can integrate it with Zoom or Teams, eliminating the need for physical note-taking.

• Ideal for creators conducting many interviews and needing content transcription into written formats.

10. Copy.ai and Lex:

• Both Copy.ai and Lex can convert your queries into the format you need. You can ask any question to generate content, adapting to your specific needs.

• For individuals needing to write extensively but lack the time or skills, AI-powered tools could be an excellent option.

11. Canva:

• Canva is a graphic design tool available on the web, desktop, or mobile devices. It offers extensive options to create visual, video, and even written content for any of your content platforms.

12. DALL-E:

• DALL-E is an artificial intelligence tool that generates images based on text prompts. It's excellent for quickly creating copyright-free images for content creation, especially if you have limited design skills.

13. Anchor:

• Anchor is a Spotify tool that allows you to create, edit, upload, distribute, and monetize your podcast. It can be set up with a dedicated podcast website and also supports video podcasts. Available on desktop and mobile devices.

• A great starting tool for anyone wanting to create a podcast without the need for more complex tools.

14. Audacity, GarageBand, Descript, InShot:

• Audacity: Free audio recording and editing tool for more in-depth podcast editing.

• GarageBand: Ideal for Mac users, pre-installed on Apple devices, suitable for audio editing and original music creation.

• Descript: Known for its diverse set of tools dedicated to audio content. Provides video editing features as well.

• InShot: A video editing app available on iOS and Android, effective for editing content for Instagram, TikTok, or YouTube Shorts quickly and efficiently.

15. Loom, CapCut, Discord, Mighty Networks:

• Loom: A screen recording tool for clear and concise screen captures, available on desktop, iOS, and Android.

• CapCut: Video editing tool, especially for TikTok videos, available on the web, desktop, and mobile devices.

• Discord: Communication tool allowing text, voice, and video chats. Ideal for building a specialized community for your audience.

• Mighty Networks: Community creation tool with features for launching courses and membership programs. Suitable for those with a large audience aiming to offer paid memberships and courses.

12. Bibliography.

• Ayala P., Teresa (2014). Redes sociales, poder y participación ciudadana. Revista Austral de Ciencias Sociales, (26),23-48. Disponible en: https://www.redalyc.org/articulo.oa?id=45931862002 ; [15/01/2022].

• Freire, F. C. (2008). Las redes sociales trastocan los modelos de los medios de comunicación tradicionales. Revista Latina de comunicación social, 11(63).

• García-Galera, M., del-Hoyo-Hurtado, M., & Fernández-Muñoz, C. (2014). Engaged youth in Internet. The role of social networks in social active participation. [Jóvenes comprometidos en la Red: El papel de las redes sociales en la participación social activa]. Comunicar, 43, 35-43. https://doi.org/10.3916/C43-2014-03. ;

• Hütt Herrera, Harold (2012). LAS REDES SOCIALES: UNA NUEVA HERRAMIENTA DE DIFUSIÓN. Reflexiones, 91(2),121-128. Recuperado de: https://www.redalyc.org/articulo.oa?id=72923962008 [15/01/2022].

• Innovación y competitividad. (20 de febrero 2019). Como crear tu plan de gestión de redes sociales en ocho pasos. Cámara de comercio de España. Recuperado de: https://www.camara.es/innovacion-y-competitividad/8-pasos-estrategia-redes-sociales [15/01/2022].

• Ramirez. P (21 de diciembre 2014) Comunicación y redes sociales. El país de España. Recuperado de:  https://elpais.com/elpais/2014/12/19/eps/1419013223_225275.html. [15/01/2022].

• Ureña. A, Ferrari.A, Blanco. D, Valdecasa. E (2011). Estudio sobre el conocimiento y uso de las Redes Sociales en España. Observatorio nacional de las telecomunicaciones y de la SI. Recuperado de: https://www.ontsi.es/es/publicaciones/Estudio-sobre-el-conocimiento-y-uso-de-las-Redes-Sociales-en-Espana [15/01/2022].