Please enable JavaScript.
Coggle requires JavaScript to display documents.
CHAPTER 6: COMMUNICATION USING ELECTRONIC MEDIA CHANNEL, TYPE OF PLATFORM,…
CHAPTER 6: COMMUNICATION USING ELECTRONIC MEDIA CHANNEL
Display advertising
Search engine marketing ( SEM )
Opt-in email
Online public relation ( E-PR)
Social media marketing including viral & WOM
Online Public Relationship ( E-PR )
Closely associated with improving results from many of the other electronic marketing communications techniques
Advantage
Reach
Cost
Credibility
Search engine optimization
Brand enhancement & protection
Disadvantage
Not controlled discipline
Gaining listings in the search engine results pages of the major search engine. E.g. Google,Bing,Youtube
Search engine optimisation
Keyword research
Information architecture
Page content
Social media
Link building
Traffic monitoring
Title tags
Competitive analysis
Advantage
Easy to measure results and conversion
Instant search engine visibility
Good for short term advertising campaigns
Disadvantage
Off line advertising
Can get expensive very quickly
Poor returns on advertising spend
OPT-In-Email
A term when someone is given the option to receive 'bilk' email, which is mean email that is sent to many people at the same time
Advantages
Low cost of fulfillment
Direct response medium encourages immediate action
Faster campaign deployment
Ease of personalization
Disadvantage
Deliverability
E-mail response decay
Communication preference
Interactive Display Advertising
Advantages
Boost brand recognition
Easy to create
Cheap
Advertising on web sites. Includes many different formats and contains items such as text, images, flash, video and audio
Disadvantage
Limited
Little information
Widely ignored
Blocked
Social Media Marketing Including Viral & WOM
Process of gaining attention of customer through social media sites
VIRAL/eWOM
Creating a message that is positively/negatively. Continously affect is more people and spreads
WOM
Buzz marketing
Viral marketing
Brand blogging
Influencers
TYPE OF PLATFORM
SEM