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C7: Marketing Communications using Digital Media Channels - Coggle Diagram
C7: Marketing Communications using Digital Media Channels
Seach engine marketing (SEM)
a key technique for
generating quality visitors
to a websites. EX Google bing
Search engine optimisation (SEO)
A structure approach used to increase the position of a company in search engine
Seach Engine submission
Index inclusion
Keypharse analysis
On-page optimization
The availability of the website
Advantages
-Free, localized traffic, firendly
Disadvantages
- competitors, changes, penalties
Paid search marketing (PPC)
A relevant text ad with a link to a company page is displayed when the user of a search engine types in a specific phrase
Ex Google adworks--Microsoft Bing YAhoo
Best practice
targeting
budget and bid management
Communication integration
Creative testing and campaign optimisation
Advantages
- well targeted, immediate result, more traffic
Disadvantages
- no viral quality, expensive
2.Online public relation (e-PR)
Maximising
favourable mentions
of your company, brands, products or websites
Best practise
Blogs and blogging
Social bookmarking
photo,video
Mash up
Social network
affiliate marketing and co-marketing
commission-based
arrangement where referring sites receive a commisson on sales or leads by merchants (retailers)
Best-Practise
Affiliate networks
use this to update product information, tracking clicks and making payment
Commision
Based on erning per click (EPC)
Cookie expiry date
A longer cookie period will result in higher EPC
Creative and links
use creativity to promote product
Interactive display advertising
advertsing placment on third party sites such as social networks. Usually involves ad serving from a different serve
Best practise
--Measurement of display effectiveness--interactive ad formats--Interactive ad targeting options--ad creative
Opt-in email
Outbound email marketing
To encourage trial and purchse and as part of a CRM dialogue-nak kekalkan pelanggan
Cold email campaign
a way of communicating with a list of prospects
Co-branded email
a strategic partnership between two entities (or brands) where each lends validity to the other
Third party e-newsletter
Third-party mailers are companies that mail on behalf of brands that they do not fully own
Inbound email marketing
Emails from customers EX:service enquiries
Best practise
Email service provided---measuring email marketing---email marketing succes factor---practical issues in managing email marketing---list management
Social Media
Social Media Marketing
Viral marketing
Offline promotion technique
TV, radio