Digital media Channel Flashcards
SEM is the strongest pull-marketing medium
What are the Technicques
- Search Engine Optimisation (SEO)
2. Paid Search Marketing (Google Adwords)
Search Engine Optimisation (SEO) – organic search
website appear in the highest position or ranking in the
natural or organic listing of a search through a
search engine
Crawling
process of bots (robots) or
spiders scanning web pages
Indexing
relevant key words and phrases are
catalogued
Ranking / Scoring
involves the sorting of web pages in the
indexed pages
Query request and results serving
when the user types his
‘request’ or query into the search engine
Advantages
Highly targeted, qualified visits to website Low cost optimising the copy Dynamic and current – continuous process of crawling and indexing
Disadvantages
Difficult to calculate ROI Results are not immediate difficult to quantify Because of the dynamic quality, content must be refreshed often
Paid Search Marketing
100
Cost per Acquisition = 100/ conversion rate% X cost-per-click
Online Public Relations
Increasing awareness of a brand and
managing its reputation, u
Affiliate Marketing
commission-based arrangement where referring sites
receive a commission on sales or leads by merchants sites
Interactive Display Advertising
appear on publisher or social media sites and consist
of banner ads that are paid-for, using graphics that accomplish brand
awareness and encourage purchase by the visitor.
Opt-in Email
involves direct communication with individual who have agreed
in advance, to receive communication from a specific company
Social Media
different customers consume
different social media in very different ways.
. Offline Promotional Techniques
Using traditional/offline media such as radio, television, billboards, direct mail,
etc.
Budget-dependent: expensive.
