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Digital and Social Media Marketing Examples
l  McDonald's combines digital ordering and personalization to provide consumers greater experiences of enjoying the McDonald’s products and service no matter the time or geographic factors. Consumers purchase food through the self-help ordering machine and choose to directly pay by credit card or mobile. Menus and pick up boards adapting dynamic electronic screens to reduce the personnel consumption thereby saving costs. In addition, consumers can free match ingredients through electronic machine to diversely create burgers with their own tastes.

l  Starbucks cooperates with the light social app ‘Faceu App’ to introduce their brand’s dynamic stickers such as Star Ice to attract more target customer’s attention. The reason is the Faceu App is extremely popular among young people who are sensitive to new things, and it’ target audience is similar with Starbucks. This is a great digital marketing approach to advertising their products and brand through the development of software.

l  The app ‘WeChat’ which is extremely popular in China, and even it becomes the most commonly used app. It provides a great platform for personal-selling activities through sharing products and customer’s after-use experience on their moments. It is different from the social media marketing through Facebook or Twitter, personal selling products are easier trusted and recommended to others due to the nature of WeChat---mostly open for familiar people including family, friends, colleagues, etc. With the development of technology of network and mobile phone, more opportunities are generated for personal-selling activities, rather than only for companies.

Small and medium-sized companies need a "technical desktop (SaaS)" of digital marketing.
SaaS (software-as-a-service) is an innovation software with the development of the technology and the maturity of application software. It offers companies the essential network infrastructure, software and other service, then companies can use information system through the Internet without purchasing their own hardware or recruiting IT staff.

The problems of small and medium enterprises are the unobvious product core advantage, the relatively weak internal management, weak anti-risk capability and other issues. Also, the lack of funds is the constraint restricting the investment of marketing resources. Therefore, more structured, more systematic process and management mechanism are particularly essential to small and medium organizations while attempting to digital marketing business. With low cost, easy management and other characteristics, SaaS becomes a useful approach for business to achieve ‘open source’, ‘throttle" weapon’ in order to achieve more profits.

So, the real sense of the SaaS marketing applications more needs to confront the monument resources, Internet advertising resources, social media resources, certification resources and other resources to promote the site drainage, especially that can improve the conversion rate of Internet marketing resources. Enterprises need to choose the real suit for their own SaaS platform to motivate the small and medium-sized enterprises to do SaaS digital marketing through the SaaS intelligent marketing cloud platform.

Reference

Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. ''Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8''(2), 111.

Hill, T. (2012). The Inevitable Shift to Cloud-Based Book Publishing: The Next Step in the Digital Transformation of Book Publishing May be Closer than You Think. Publishing research quarterly, 28(1), 1-7.

Montgomery, K. C., & Chester, J. (2009). Interactive food and beverage marketing: targeting adolescents in the digital age. Journal of Adolescent Health, 45(3), S18-S29.

Magni, M., & Poh, F. (2013). Winning the battle for China’s new middle class. McKinsey Quarterly, 3, 61-69.

Wertime, K., & Fenwick, I. (2011). DigiMarketing: The essential guide to new media and digital marketing. John Wiley & Sons.