Social and E-marketing Flashcards
one of the most popular and powerful ways to generate awareness, interest, and sales for your products or services
Digital marketing
Most of the marketing executions found today are on
social media
The newest and fastest- growing channels for communicating and selling directly to consumers are
electronic
provides marketers and consumers with opportunities for much greater interaction and individualization.
the internet
variety of online communication options means that companies can send tailored messages that engage
consumers by reflecting their special interests and behavior
Interactive marketing
Its effects can be easily traced by noting how many unique visitors (UVs) click on a page or ad, how long they spend with it, and where they go afterward.
The internet is HIGHLY ACCOUNTABLE
Marketers can build or tap into online communities, inviting participation from
consumers and creating a long-term marketing asset in the process.
Building an Online Community
Placing keywords to search engines to reach people when they’ve actually started the buying process.
Advertising Based on KEYWORDS
Advantages: (Advertising Based on KEYWORDS)
- Advertising is less intrusive
- Targeted and Effective
- Economically convenient (high click-through and conversion rates at low cost)
- Results monitored through data analysis
○ Fraud and misinformation
○ Consumers can effectively screen out most messages.
○ Marketers may think their ads are more effective than they are if bogus clicks are generated by software-powered websites.
○ Advertisers also lose some control over their online messages, which can be hacked or vandalized.
○ PNP has a cybercrime division na nanghuhuli sa mga scammers
○ Always be careful sa scam
Disadvantages of Using the WEB
Interactive Marketing Communication Options (main categories)
○ Websites
○ Search Ads
○ Display Ads
○ E-mails
- mobile marketing
(A company chooses which forms of interactive marketing will be most cost-effective in achieving communication and sales objective.)
Seven (7) Key Design Elements of an Effective Website
- Context
- Content
- Community
- Customization
- Communication
- Connection
- Commerce
layout and design
context
text, pictures, sound, and video the site contains.(should be aligned with each other and your overall theme)
content
how the site enables user-to-user communication. (Consumers may interact here)
community
site’s ability to tailor itself to different users or to allow users to personalize the site
customization
how the site enables site-to-user, user-to-site, or two-way communication
cummonication
degree that the site is linked to other sites.
connection
site’s capabilities to enable commercial transactions
commerce
Visitors will judge a site’s performance on ________________ and _____________________.
ease of use and physical attractiveness
○ The site downloads quickly.
○ The first page is easy to understand.
○ It is easy to navigate to other pages that open quickly.
ease of use
○ Individual pages are clean and not crammed with content.
○ Typefaces and font sizes are very readable.
○ The site makes good use of color (and sound).
physical attractiveness
A hot growth area in interactive marketing is paid search or pay- per-click ads, which is now
account for roughly half of all online ad spending.
Search Ads
_________ % of all searches are reportedly for products or services. In paid search, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer’s product or consumption interests.
35%
Advertisers pay only if people click on the links, but marketers believe consumers who have already expressed interest by engaging in search are _______________
prime prospects
___________________ has become a crucial part of marketing plan given the large amount of money being spent by marketers on search
Search Engine Optimization (SEO)
- Implement at least one responsive search ad with “Good” or “Excellent Ad Strength.
- Add at least 4 unique image assets.
- Include your business logo and business name
Guidelines for More Effective Search Ads
___________ search terms are useful for general brand building. _____________ are useful for generating and
converting sales leads
Broader (1); More specific ones (2)
are small, rectangular boxes containing text and perhaps a picture that companies pay to place on
relevant websites.
Display ads
are advertisements, often with video or animation, which pop up between changes on a website. Because many consumers find pop-up ads intrusive and distracting, many use software to block them.
(kaya we have pop-up blockers)
Interstitials
- allows marketers to inform and communicate with customers at a fraction of the cost of a “d-mail,” or direct mail, campaign
Emails
● Consumers are besieged by e-mails, and may employ _________. E-mails must be timely, targeted, and relevant
spam filters
With Cellphones’ ubiquitous nature and marketers’ ability to personalize message based on demographics and other consumer behavior characteristics, the appeal of _______________ as a communication tool is obvious
Mobile marketing
With the increased capabilities of smartphones, however mobiles ads can be more than just a display medium using static _____________
“mini-billboards”
Smartphones also allow _________________ with which customers can track their visits and purchases at a merchant and receive rewards.
loyalty programs
allow marketers to establish a public voice and presence on the Web and reinforce other communication activities.
Social media
Three Main Platforms for Social Media
- Online communities & Forum
- Bloggers
- Social Networks (e.g. Facebook, Youtube, and X (formerly twitter)
Because of their day-to-day immediacy, they can also encourage companies to stay innovative and relevant.
social media
are created by consumers or groups of consumers with no commercial interests or company
affiliations
Many of the online communities and forums
Others are sponsored by companies whose members communicate with the company and with each other
through postings, instant messaging, and chat discussions about special interests related to the company’s
products or brands.
Online communities & Forum
Information flow in online communities and forums is _________ and can provide companies with useful, _________ customer information and insights
two-way; hard-to-get
Research has shown, however, that firms should avoid too much_____________. Groundbreaking ideas can be replaced by lowest-common-denominator solutions.
(Online communities and forums)
democratization of innovation
regularly updated online journals or diaries, have become an important outlet for word of mouth
Blogs
One obvious appeal of blogs is:
bringing together people with common interests
_______________ provide up-to-the-minute analysis of millions of blogs to finds out what’s on people’s
minds.
Blog search engines
Popular blogs are creating _____________
influential opinion leaders
have become an important force in both business-to-consumer and business-to-business marketing
Social networks
world’s biggest social network
concentrates on music and entertainment
myspace
targets career-minded professionals
allows members to network via 140-character messages or “tweets”
X
can be an early warning system that permits rapid response
X
allows deeper dives to engage customers in more meaningful ways
social media can never become the sole source of marketing communications. (t or f)
T
allow consumers to become engaged with a brand at perhaps deeper and broader level than ever before
using social media
