MKTG1001 Lecture Notes - Lecture 11: Niche Market, Pinterest, Search Engine Optimization
Always be on top of social media platforms and channels
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Demographics
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Platforms
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Engagement
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Have a specific target audience in mind
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Carefully consider brand fit
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Consistently review analytics
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Know your goals i.e. more followers does not always indicate a more successful campaign
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Social media marketing as just one element of the IMC mix
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Overview of social media marketing:
Digital marketing = The process of interacting directly with carefully targeted individual; consumers
and communities to both obtain an immediate response and build lasting customer relationships
Email Direct Marketing (eDMs)
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Websites
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Search Engine Optimisation (SEO)
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Instagram
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Youtube
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Snapchat
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Facebook
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Twitter
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Tumblr
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Social Media
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Mobile marketing
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Influencer Marketing
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Types of digital marketing:
W11 - Digital Marketing
Wednesday, 23 May 2018
2:02 PM
Lectures Page 1
Effectiveness (Did they reach the target market?)
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Efficiency (How cost-effectively did they reach the target market?)
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Recency of purchase
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Frequency of Purchase
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Monetary Value of Purchase
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Evaluating Online Marketing:
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Evaluating digital marketing:
= marketing effort to gain prominence for a website on search engine listings with the aim of
increasing website traffic by attract visitors who search on keywords via search engines or
portals
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Natural (organic)
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Paid (pay-per-click and cost-per-thousand, CPM)
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Search optimisation (website modifications to lift rankings in search engine output)
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Website blog content
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Optimising the company’s listing in keyword search output can be:
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Search engine optimisation (SEO):
Most companies practise permission based, opt-in, emailing marketing
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Low cost
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Effective at target effectiveness
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Benefits
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Can be seen as spam
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Have to ensure marketers maintain appropriate standards in email marketing
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Limitations
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Email marketing (eDM)
Social media marketing and be implemented both on its on and to support other elements of a
brands marketing content strategy and tactics
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Consistency (upload on a regular basis)
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Engagement (shares, likes, comments)
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It should integrate a broad range of diverse media to create brand-related social sharing,
engagement and customer community
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Effective social media requires:
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Instagram
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Youtube
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Snapchat
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Facebook
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Twitter
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Pinterest
Social media channels
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Social media marketing:
Lectures Page 2
Document Summary
Always be on top of social media platforms and channels. Know your goals i. e. more followers does not always indicate a more successful campaign. Social media marketing as just one element of the imc mix. Digital marketing = the process of interacting directly with carefully targeted individual; consumers and communities to both obtain an immediate response and build lasting customer relationships. Efficiency (how cost-effectively did they reach the target market?) = marketing effort to gain prominence for a website on search engine listings with the aim of increasing website traffic by attract visitors who search on keywords via search engines or portals. Opti(cid:373)isi(cid:374)g the (cid:272)o(cid:373)pa(cid:374)y"s listi(cid:374)g i(cid:374) key(cid:449)ord sear(cid:272)h output (cid:272)a(cid:374) (cid:271)e: Search optimisation (website modifications to lift rankings in search engine output) Most companies practise permission based, opt-in, emailing marketing. Have to ensure marketers maintain appropriate standards in email marketing.
