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Question 2. Search engine marketing is the marketing of products or services via search engines. It has two main forms such as; Search Engine Optimization (SEO) and  Paid Search (ie Pay-Per-Click, PPC).

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Question 2. Search engine marketing is the marketing of products or services via search engines. It has two main forms such as; Search Engine Optimization (SEO) and  Paid Search (ie Pay-Per-Click, PPC).

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The first step in the funnel is visiting. When building a website companies need to consider some search terms that the target segment will use. In this case the target segment is the visitors who will be viewing the website. In order for companies to market their products and services via search engines, they must first invest a lot of effort and time in formulating certain keywords.
Linking this back to the marketing plan regarding the ABS website, they have an inefficient Search Engine Optimization process. As you can see in the picture below:

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Example of earned media. Customers reviewing in a positive way

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Question 1: Earned and owned media communication channels used to recruit visitors

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Question 1: Earned and owned media communication channels used to recruit visitors

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Websites and apps can function as an online sales channel.
Apps: Apps that companies use to sell products

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Definition:

Link building is basically free publicity that companies take advantage of to gain as much attention and visitors to thier websites as possible. Companies earn that publiity when their website is mentioned or refrenced in another website or search engine.

websites can also gain this free publicity by association. Brands want to be associiated with simple keywords (ex. shampoo, natural, hair, etc) to make finding them easier and quicker.

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A company provides links to thier social media pages for you to follow them on. Here, social media ebsites like Facebook and Twiiter get free publicity through a link built between the company's website and thier own.

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A youtube blogger specializing in make up videos puts links to the make up line website in his video description.

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Search engines associating certain brands with keywords that make searching for them easier and quicker. The more people use these keywords and access a specific brand's website afterwards, the stronger the link or association between the brand website and keywords will be.

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Task: Work on the following outcomes with your group. Try to link theory with real practice examples as much as possible by adding photo's/video's/(news)articles/websites etc. 

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Task: Work on the following outcomes with your group. Try to link theory with real practice examples as much as possible by adding photo's/video's/(news)articles/websites etc. 

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1. Identify which owned and earned digital marketing communication channels can be used to recruit visitors;

2. Explain the steps in the funnel process for search engine marketing;

3. Explain the role of link-building and content and how to achieve a high positioning within search engines’ result pages;

4. Indicate which specific mobile marketing communication techniques can be used in digital marketing communications;

5. Formulate objectives for email marketing and show the requirements email marketing needs to meet to be successful.

The outcomes will be presented by your group to the class during the workshop (max. 10 minutes).

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Email marketing is one of the most direct ways of communicating with your target audience. Fast, effective personal and the results are very measurable.

Objectives: 1 Sales
2 Retention (existing customers)
3 Cost reduction
4 Encourage website visit

Requirements to be succesful:

Email marketing lends itself well to segmentation and personalisation. The content of emails can be determined based on customer data so it becomes relevant.

Effective mails are short and personal they contain a call of action and are always relevant for the target group.

As a company writing a email make sure that
1: Senders adress is shown
2: Clear, subtitle that attracts attention but is also spam flitered. Make sure that if you have a good subtitle that the content is not dissapointing
3: If possible adress recipient by their name
4: Be short and convincing with your message
5: Clear call for action
6: Make the email attractive and visual

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Question 4: Which mobile mkt techniques can be used in digital mkt?

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Question 4: Which mobile mkt techniques can be used in digital mkt?

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Digital marketing?

Digital marketing communications are essentially the digital marketing equivalent of the traditional marketing communications mix.

Mobile marketing?

A digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.

Which mobile mkt techniques can be used in digital mkt?

Sms

Mobile web - that is using responsive medium that adapt to where it’s posted, like a website would adapt to a laptop, tablet, or mobile phone.

Interactive marketing

Use relevant messages -like tailor made ads

Physically relevant:

Spacial (based on geolocation)

Time

Personal relevance:

Thematic relevance: previous customer indicated favourite

Cognitive relevance: based on customer information needs

Activity relevance

Similar customer acquisition process as social media
create awareness, capture (by convincing of the attractiveness of a product or service), conversion (motivate the visitor to buy the product), loyalty (encourage to make repetitive purchase)

Influencers, social referrals, social selling

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Companies can see who opened the mail, who clicked on the website and who bought the product

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The Zara app is an example of an app that is used to recruit visitors