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CHAPTER 6: COMMUNICATION USING ELECTRONIC MEDIA CHANNEL - Coggle Diagram
CHAPTER 6: COMMUNICATION USING ELECTRONIC MEDIA CHANNEL
TYPES OF MEDIA CHANNEL
Search Engine Marketing (SEM)
Online - public - relation (E-PR)
Opt - in - email
Display Advertising
Social Media Marketing includes Viral & WOM
Search Engine Marketing (SEM)
Gaining listing in the search engine results pages of the major search engine.
Example: Google, YouTube and popular country - specific engines
Communication Techniques
Search Engine Optimisation (SEO) listing in the nature listing
Which does not attract a fee per click
link building
page content
keyword research
information architecture
social media
traffic monitoring
title tags
competitive analysis
Advantages
Good for short term advertising campaigns
Reach a lot of audient in short time
Easy to measure results and conversion
Google will measure automatically for retailer.
Instant search engine visibility
Easy to search
Disadvantages
Poor return on advertising spend
high risk
off line advertising
when you stop your advertising spending, your web site's search engine coverage may disappear completely( if it's not listed in organic results
Can get expensive very quickly
pay per click
Online Public Relationship (E-PR)
Advantages
reach
brand - enhancement and protection
search engine optimisation
Credibility
cost
Disadvantages
Not controlled discipline
people around the globe are watching every single movement of your company on the internet
OPT - In - Email
OPT - In - Email is a term when someone is given the option to receive 'bulk' email
Which is mean email that is sent to many people at the same time
Advantages
relatively low cost of fulfillment
direct response medium encourages immediate action
faster campaign deployment
ease of personalization
Disadvantages
Deliverability
renderability
Email response decay
communication preference
resource intersive
interactive display advertising
advertising on web sites.
includes many different formats and contains items such as text, images, flash, video, and audio.
Advantages
cheap
cheaper for display ads than for rich media ads
boost brand recognition
can reach customer interested in subject matter
easy to create
can be created using free and low cost software.
Disadvantages
widely ignored
placed on the side or page in "traditional" and sport tend to be ignored.
Limited
only gave 10-15 second of time to get the message
little information
limited to impressions, click and possibly some information about who clicked on the ads.
Blocked
turn off scripting in their browser or have some other type of software that blocks ads
Social media marketing including viral & WOM
social media marketing
process of gaining attention of customer through social media sites.
examples : Facebook, twitter
viral/ eWoM
creating a message that is positively/ negatively
continuously affects more people and spreads
advantages
increased the new cycle speed
save time to spread news
reach large audience
advertising are according to specific criteria.
fun and attractive method
disadvantages
takes times and effort
negative reputation