lecture 2: digital marketing and communication Flashcards
definition SEO
about achieving the highest ranking in the organic listings
4 factors thow machines do this
- crawling: se crawls website to better understand them
- indexing: identify relevant pages for indexing: based on key words
- ranking: links/mattches webpage and key praise search
- query request and result serving
- also looks at location
+ and - of seo
positive
- significant traffic driver
- highly targeted
- potential low-cost visitors
- dynamic
negative
- lack of predictability
- complex and dynamic nature
- ongoing investment
- poor for developing awareness
sea definition
allows business to display paid ads among search results
- everytime someone click, there is a spall bid against others. Othey pay
- still also about topic and nature of the search/ other related auctions etc
+ and - of sea
positive
- cost only when clicked
-highly targeted
- roi individually calculated
- branding effect ppc
-remarketing
- ppc list quic
negative
- requires specialist knowledge
- competitieve and expensive
- time-consuming
- irrelevant
information foraging theory
states that the selection of search results is determined by strength of info scent (based on how the search/what they need)
- info scent: guides people to those pages that are likely to contain info they’re looking for
- source: true value
- representation: link
- info sentent –>
bounded reality
is a satisfying strategy
= don’t evaluatie the relevance of results available, but only untel 1 of them is good enough
- position of SERP effects this
- position bias effect (how page looks)
- knowledge has impact (see slides)
online pr
- aimed at creating and maintaining desires image of organisation
- macimising favourable mentions
- main activities: media relations, managing influencer outreach, minimizing unfavorable mentions
+ and - online pr
positive
- increased visibility of website trough seo
- real-time interaction stakeholders
- retrieval valuable Datta of audience
- tangible measurement of effectiveness
negative
- ROI not so controlled
- negative comments
online partnerships
allows businesses to market themselves whilst building a working relationship with other likeminded people
- consumers shops
- consumer clicks and buys at seller
- seller pays affiliate
+ and 0 of online partnership
positive
- SERP’s visibility
- reach different audiences
- generate awareness
-pay-per-performance
negative
- affiliate damages brand reputation
- program fees and time
- profit/sales may be limitied
- trust enhancing (uses feedback, affiliate in SERP)
display ads
used on a range of sites in order to drive traffic to organization site
- purchasing ad placement (low involvement products work less then high involvement products)
- works better for hedonic products
- also works mid ad buying and bidding
+ and - display ads
positive
- reach to drive awarenss
- direct response
- (re)targeting
- media multiplier/halo effect
negative
- relative low click-trough
- relative high costs
- brand reputation
opt-in email
outbound is direct marketing to encourage purchase
inbound is emails from consumers, like service enquiries
- most widely used as prospect conversion
+ and - opt-in emaild
positive
- relative low costs
- direct response
- ease of personalization
- integration
- options for testing
negative
- deliverability
- rendarability
- email response decay
- communcation preferences
- resource intensive
