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CHAPTER 7 MARKETING COMMUNICATIONS USING DIGITAL MEDIA CHANNELS, RAIHANA…

- - - - :pencil2: Main function is to improve results from the natural listings
        :pencil2: Natural listing ~ results are displayed in sequence according to relevance of match between the keyword phrase typed.
      - Advantages of SEO
        :recycle: Traffic driver
        :recycle: Highly targeted
        :recycle: Potentially low cost
        :recycle: Dynamic
        Disadvantages of SEO
        :no_entry: Lack of predictability
        :no_entry: Time for result to be implemented
        :no_entry: Complexity and dynamic nature
        :no_entry: Poor for in developing awareness in comparison with other media channels.
    - - :pen: Main function is to improve result from sponsored listings within the search engine
      - :pen: Sponsored listing ~ the results with AD at the beginning of the URL
- - - - Viral Marketing
      - Community marketing
      - Influencer marketing
      - Conversation creation
      - Brand blogging
      - Referal programmes
- - - - Email are sent to customer and prospects from an organisation
    - - Management of email from customers by an organisation
  - - - Customer receives opt-in email from organisation that has rented an email list from a consumer email list or trade publisher.
    - - Customer receives email with an offer from a company they have an affinity with
    - - Organisation publicises themselves in a 3rd party e-newsletter, which they could be in form of an ad, sponsorship or PR.