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Chapter 6 : Communication Using Electronic Media Channel - Coggle Diagram
Chapter 6 : Communication Using Electronic Media Channel
Type Of Platfrom
Search Engine Marketing (SEM)
Google, Bing, YouTube
Communication Techniques -
Search Engine Optimisation (SEO)
competitive analysis
link building
Page content
keyword research
Information Architecture
social media
title tags
Traffic monitoring
Pay-per-click - Google Adwords
Advantages
Goods for short term advertising campaigns -reach a lot of audient in short time
Easy to measure results & conversion -google will increase automatically for retailer
Instant search engine visibility - easy to search
Disadvantages
Poor returns on advertising spend - high risk
Off line advertising - when you stop your advertising spending, your Web site's search engine coverage
Can get expensive very quickly - pay per click
Online-public-relation (E-PR)
online PR activity is closely associated with improving results from many of the other electronic marketing communications techniques
enables to connect & respond
Advantage
Reach
Cost
Credibility
Search engine optimisation
Brand - enhancement & protection
Disadvantages
Not controlled discipline
Opt-in-email-
is a term when someone is given option to receive 'bulk' email
which is mean email that is sent to many people at the same time
Advantage
Relatively low cost of fulfillment
Direct response medium encourages immediate action
Faster campaign deployment
Ease of personalization
Disadvantage
Deliverability
Renderability
E-mail response decay
Communication preference
Resource intensive
Display Adverting - Advertising on web sites
Includes many different formats & contains items such as text, images, flash, video, & audio
Advantage
Cheap - Cheaper for display ads than for rich media ads
Boost Brand Recognition
Can reach customers interested in subject matter
Easy To Create - Can be created using free & low cost software
Disadvantages
Widely Ignored
Placed on the side or page in " traditional " ad spots tend to be ignored
Limited
Little Information - Limited to impressions, clicks & possibly some information about who clicked on the ad
Blocked - turn off scripting in their browser/ have some other type of software that blocks ads
Social Media Marketing including Viral &WOM
process of gaining attention of customer through social media sites
Viral - creating a message that is +-
-continuously affects more people & spread
WOM
Sender to Receiver
Disadvantages
Takes times & effort
Negative reputation
Advantages
Increased the new cycle speed
Reach large audience
Fun & attractive method