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Social networking is the practice of expanding the number of business contacts by making connections through individuals, often through social media sites such as Facebook, Twitter, LinkedIn and Google+.

Facebook and Twitter also provide you with numerous opportunities to connect with your prospective audience through web links, posts, news stories, notes, photo sharing, blog posts, direct messages, questions and comments. Eventually you may want to branch out with other social networking platforms like LinkedIn and Pinterest.

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SEO: How Do Websites Rank their Search Results

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How do search engines rank their websites

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Sharing- when something is shared from one person to another

Twitter:

-          Can send a tweet to someone throught direct message

-          Retweet the tweet and all of you followers can see this therefore its being shared

Instagram

-          Can tag people in posts or ‘regram’ something from one profile onto your profile

Facebook

-          Can share posts easily for your friend to see

-          When you like a post of someone else’s it is likely to come upon some of your friends pages.
sharing can make something go viral

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What is a banner ad?

-Banner ads are a hyperlink built into a graphic that is displayed on a website instead of the hyperlink in text format. Or it can simply advertise an offline shop.

-When a user clicks on the image, the hyperlink will direct them to another site related to the banner.

Cost and Effectiveness

-Banner ads are cost effective because you pay for the number of impressions you want.

-This allows you to test the effectiveness of your ads without wasting lots of money.

-Banner ads are “multisensory” meaning they interact with the user in different ways such as being able to read the message on the ad and visually seeing the graphic. This increases interest and action (clicks).

-Banners are easy to design and create only requiring basic design software and skills removing the need to commission a graphical designer.

Different types of banners

Static:

These contain still images/text that are hyperlinked to an advertiser’s site, or advertise an offline site.

Animated:

Using different file formats such as GIF and Flash, these banners can be fully or partially animated to further increase attraction.

Interactive:

Interactive banners include a long list of tools and games. They offer some kind of function whilst bringing them to an advertiser’s site. The design and coding determines the number of clicks/time spent interacting is needs to redirect the user.

Video Adverts:

This advert plays videos. The banner can be programmed to play automatically as soon as the web page is loaded or it can be user activated, which gives a more in depth look into interaction rates.

Expanding Ads:

These ads expanding in size when clicked or hovered over. The expansions can vary between different adverts. These can be interactive, static or even videos. These adverts allow more information to be offered without forcing the user to move away from the site.

Advantages and Disadvantages

Advantages:

-Considered the most visible/eye catching

-Save time for publishers and advertisers. A simple line of code and the advertiser’s website or the required line is required to implement it on a site

-The advertiser can choose what sites to show the ad on

-Banner ads increase web site traffic through impressions

-Tracking and making goals is easy

Disadvantages:

-Impressions may increase but the visitors may not be qualified customers. This can waste time and money

-If the tracking is not correct there is a possibility of making wrong decisions such as designing a new advert

-Publishers make less money from lower pay on banner ads (paying for less impressions)

-Banner ads can make a site messy and hard to use

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Digital marketing is using digital channels to reach customers for the purpose of promoting a business, an example of a digital channel are social networks such as Twitter, Instagram, or Facebook. Social networks are one of the most popular form of digital channels, alongside email networking.

Examples of Digital Marketing

Oreo Eclipse

•A popular example of digital marketing is when Oreo used the opportunity of an Eclipse to promote their product on Twitter. They used the hashtag ‘OREOECLIPSE’ on social networks, which received a lot of attention from the public. Afterwards, Oreo saw a major increase in their sales.

Dele Alli advert

•BT sport created an advert which includes Dele Alli . This is a very clever marketing technique as many Brits can easily recognise Deli Alli, but also because the advert itself was very well made and contained some form of humour which engaged well with the audience
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Wikipedia definition:  A communication channel or simply channel refers either to a physical transmission medium such as a wire, or to a logical connection over a multiplexed medium such as a radio channel in telecommunications and computer networking.

My Own Definition: I think a channel could be described as a means to an ends. For example if you would like to draw more customers to you store/business and create a presence you could use a social media channel as a means to get you there.

Social Media Channels:  There are main social media channels such as Facebook, Twitter, and LinkedIn. And other familiar names like Instagram, Pinterest, and Vine. However, these are just a drop in the ocean when it comes to all of the social media channels out there.

Why businesses would use social media channels: Businesses would use social media channels for many reasons; For example...

•1- To gain customer insight.

•2– To increase brand awareness

•3– To connect with and build a relationship your customers/audience

•4– Reach out to more people than you would with just word of mouth.

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Pop-up advertisements are forms of online advertising on the World Wide Web. Pop-ups are unexpected windows that appear when you are browsing the web.
Pop-downs are exactly the same as Pop-ups, however they appear behind the browser window.
Advantages of Pop-ups :

Visibility - draws customers attention immediately and depending on the design of the pop-up it could be good bait.

Increase in traffic conversion -  pop-ups are 13 times more likely to get clicks and opt in subscribers than banners which increases the amount of customers resulting in more product sold

Instant feedback -  pop-ups on FAQ pages help to gather feedback from customers helping ways to improve your business.

Disadvantages of pop-ups :

Big turn-off -   excessively big pop-ups can put customers off and they may close all browsers.

Spam -  several pop-ups on different pages may be seen as spam and negatively affect your businesses reputation.

Blockers -  there are people who dislike pop-ups so much that they block them therefore your pop-ups serve no purpose.

5 types of pop-up ads:

Entry - when you first enter the website there is a pop-up

Scroll - pop-ups that appear when you scroll.

Click - appear when you click.

Timed - appear after a certain amount of time spent on the webpage.

Exit - appear just as you exit the webpage.

Advantages of pop-unders:

Suprise element - less obtrusive and unexpected meaning that customers might like what they see and go back to your webpage

Disadvantages are the same for pop-unders as they are for pop-ups.

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There is a program called google analytics, which entails the creator of a website to enter a small bit of JavaScript to add it to the analytical database of google. If the code is on the website, then it scans for key words and adds that page to the search list.

This allows people to view what is going on in your website. This allows the customer to see the webpage using the keyword.

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What is social media publishing?

Social media publishing is the process used by companies or individuals as a way of advertising their business online. By using social media/web to publish advertisements it reaches your target audience quicker and it is much more cost efficient compared to posting an advert in a newspaper or magazine.

Where to publish:

Blogs

Vlogs

Websites similar to your business

Wiki

Forums

Social networking sites

Pop ups

Emails

Search Engines

Banners

Advantages:

More cost efficient

Enables you to aim your advertisement at a target audience

Large-scale distribution capabilities.

Disadvantages:

Automatically available for anyone in the world to copy

Web users are so inundated with banner ads and spam email which they begin to ignore

Too many choices for consumers

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Many companies use email to promote their business In many ways. For example ASOS an online clothing shop looks at your history of products bought and then sends your emails in which they think you are most likely to look at and buy from them again. This in turn shows that email plays a very important role in maintaining growth for businesses. digital marketing and specifically email use is crucial to keeping the level of revenue high.
for example from personal experience if i was sent an email that appealed to me i would be more likely to buy a product from that company.

Emails are delivered extremely fast when compared to traditional post.

Emails can be sent 24 hours a day, 365 days a year.

Webmail means emails can be sent and received from any computer, anywhere in the world, that has an Internet connection.

Cheap - when using broadband, each email sent is effectively free. Dial-upusers are charged at local call rates but it only takes a few seconds (for conventional email, eg text only) to send an email.

Emails can be sent to one person or several people.

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SEO Organic Results and Paid for Results

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SEO Organic Results and Paid for Results

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SEO : Search Engine Optimization

What is SEO?

SEO is the engine that displays your web results after typing in a query to a search engine. It uses a variety of factors to judge where your ranking should be for keywords and search terms.

What determines your SEO organic results?

-          Amount of keywords

-          Associated keywords

-          Amount of views

-          Relevancy

-          CTR (Click Through Rate)

What are paid SEO results?

Links placed around the results list are paid advertisements based off the key words.

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Definition –

Search engine optimization has lots of strategies, techniques and tactics used to increase the amount of visitors to a website by being at the top of a search results page of a search engine including Google, Bing, Yahoo and other search engines.

Purpose –

The majority of search engines users are more likely to click on one of the top 5 suggestions in the results pages, so to take advantage of this and gain visitors to your website or customers to your online store you need to be in the top positions.