strategic marketing ebma 3715 unit 11 (chapter 11)
TRANSCRIPT
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CYBER AND DIGITAL MARKETINGCHAPTER
11
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Learning Outcomes Explain the basic principles of Internet and social media
marketing Discuss how to create and market a company website
and use it as an advertising vehicle Discuss other Internet marketing media and
applications, such as e-mail, podcasting and RSS feeds Describe how a business can use the Internet in one-to-
one marketing and to provide customer service Explain the importance of Web 2.0 and social media
networks from a marketing viewpoint Discuss the role of social media such as Facebook,
blogging, Twitter, LinkedIn, YouTube and MXit, among others, in a marketing campaign
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The newest way to come into contact and STAY in contact with your
consumers
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Benefits Offered by Digital Media (pg. 411-413)
INTERACTION Customer initiates contact
INTELLIGENCE Allows marketer to collect customer information
INDIVIDUALISATION Marketing messages can be shaped for each individual customer at a LOW
COST INTEGRATION
Can be used to integrate / support/ complement all other marketing efforts INDUSTRY RESTRUCTURING
INDEPENDENCE OF LOCATION Increasing the reach- to a global market
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Research is VITAL
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Leve
ls of
Com
mitmen
t to
E-Bu
sines
s
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CREATING A WEBSITE (PG. 414-420)
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Visit http://www.wix.com/
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Guidelines for creating a website (pg. 414-420)
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Example of a poorly designed website:-Purpose and value to the customer is missing!
-Website structure, layout and appearance needs word. Overly cluttered!
Strategy 1: Simplify Homepage
Reduce clutter by creating tabs / links.
Strategy 2: Eliminate irrelevant content.
Perhaps add up-to-date news articles and auction information. Create a
community blog for others to share their bottle collection.
Strategy 3: Improve appearance
Clear background, as the text is difficult to read on a picture
background
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CONTENT
- Provide a variety of useful information.
- E.g. games, quizzes, news, free utilities
COMMUNITY
-Encourage a community to form
-Newsletters, online services etc.
COMMUNICATION
-Provide ways for your customers to reach you
-- WOM, personal greetings, customer service.
COMMERCE
-Make is easier for customers to do
-business with you
-Online payments, pricing plans, delivery schedules
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MARKETING THE WEBSITE- SEO
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SEARCH ENGINE ADVERTISING
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Type in “Google Adwords” into a Google Search Engine and step-by-step guidance will be
provided
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Increasing website traffic: (pg. 421) Search engine optimisation (SEO)
• Build a ‘search engine-friendly’ website• Identify relevant keywords• Build keywords into the website• Submitting the website address (URL) to search engines• Linking your website to others• Tweaking the site
Submitting your site to search engines and directories• Crawler-based search engines• Human-powered directories
Establish in-bound links• Negotiate cross-links with other sites• Buy links from other sites
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In summary…
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Advertising on a website
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CREATIVE BANNER ADVERTISING
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Other Cyber and Digital Platforms that can be used to reach your audience.
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ONLINE GOALS ONLINE STRATEGIESOnline
Advertising
Database
Marketing
Direct E-Mail
Online sales
Viral Marketi
ng
Increase blog comments YES NO YES NO YESGather customer information
NO YES YES YES YES
Improve customer service NO YES YES YES NOIncrease brand name awareness
YES YES YES YES YES
Sell goods or services YES YES YES YES YESEnhance company image POSSIBL
YYES YES YES YES
Engage in suggestive selling
POSSIBLY
YES YES YES YES
Generate sales leads NO NO YES YES YES
12
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Social Media
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Affiliate
Marketing
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Business can become part of the
community- to connect with
customers and resolve problems.
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Mobile, SMS, Email & IM Marketing
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FREE QR Code Scanners/ Readers
For Blackberry Devices
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For ALL Android Devices
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Visit http://www.qrstuff.com/
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OBSTACLES AND CHALLENGES IN THE USE OF SOCIAL MEDIA
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CUSTOMER PERSPECTIVE-Customer Perspective Scorecard for E-Business Firms
( Strauss and Frost, 5th edition)EXAMPLE OF GOALS POSSIBLE MEASURES
Build awareness of the new website service
Number of visitors to the siteSurvey target awareness of service
Engage customers on the site Number of comments, photos or videos posted
Increase number of software downloads from the website
Number of website logs
High customer satisfaction with a website
Survey of target at websiteNumber of visits and activity at site
Increase the amount or frequency of online sales from current customers
Mine the database for change in frequency of purchases over time
Build customer relationships Customer retention percentageNumber of purchases per customer over time
Build communities on the site Number of registrations to communityAmount of content uploaded to user profiles
Increase number of affiliates Number of affiliates over time
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DIGITAL
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Practical Assignment Instructions
Two Bloemfontein business owners have requested your expertise, to help boost up their current digital marketing strategy. Your group can choose to assess ANY 1 of the two businesses:
Each group will be given time in class to review the business’s current digital platform. Thereafter, you will need to address the following aspects:
http://www.footballfactorybfn.com/https://www.facebook.com/pages/cheekicherri/257162512170
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QU
ESTI
ON
S 1. Assess the existing digital platform, in terms of:
a. Content
b. Structure and layout
c. Appearance
[2 x 3 = 6]
2. Provide recommendations as to how the above indicated aspects can be improved:
a. Content
b. Structure and layout
c. Appearance
[2 x 3 = 6]
3. Explain four (4) practical strategies that the company can use, to increase their target audience’s “stickiness” on the current digital platform.
[4 x 2 = 8]
4. Explain how the company can make use of ADDITIONAL digital platforms to
market their website, brand and offerings. Specify which additional platforms you
would recommend and why.
[10]
TOTAL= 30 MARKS
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