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Online Digital Marketing

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by

Richard Johnston

on 21 February 2014

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Transcript of Online Digital Marketing

Push
Push Marketing is when digital marketing occurs when marketers send messages with or without the consent of the recipients
Pull marketing "is an approach designed to draw customers to a brand through search engine optimization (SEO) and other non-intrusive methods" (Wigmore,I 2013)
Multi-channel is the use of of both push and pull methods to gain the highest outreach
Pull
Image by Tom Mooring
Multi-channel
Online Digital Marketing
Example
Topman/Topshop
Example
Holiday companies
Example
Youtube Adverts
What is Digital and Online Marketing?
Content Creation
Broadcast and hope
Advertisement Banners
Marketing of interruption
Search Engine Optimization
Change in Consumer Behaviour
Online Presence
Example
Advertising within Email
Hashtags
This is the process of increasing the visibility of your web page through organic and unpaid methods
Advantages
Referances
Generate digital marketing agency. (2013). Top 20 online marketing chart. Available: http://www.generateuk.co.uk/Downloads/Top-20-online-marketing-chart.pdf. Last accessed 18th Feb 2014.
http://www.camfoundation.com/elements-digital-marketing-digital-marketing-communications-%E2%80%9Cmix%E2%80%9D
http://www.amentertainment.com/blog/key-elements-of-digital-marketing-and-how-it-affects-your-business
http://bullsprig.com/internet-marketing
http://www.dmnews.com/companies-set-to-increase-spending-on-digital-marketing/article/289035/
Consumers now research products alot more before purchasing and the majority of that is done online
Creating a strong online presence by creating and sharing high quality and helpful content
Coca-Cola
Key goals of Online Marketing
Drive traffic to your website.
Capture leads.
Convert those leads into customers.
Create repeat and referral business from those customers.
Top Online Marketing techniques
Drawbacks
Business Blogs
Email Marketing
Search Engine
Optimization (SEO)
Email marketing is either direct or indirect
Experian claimed personalized promotional mailings had 29 percent higher unique open rates and 41 percent higher unique click rates.
The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media

(Financial Times 2013)
Activity
Pop-ups
Social Media
Content Management System
PPC
(Pay Per Click)
Video Upload
and Podcasting
Direct Contact
Building your Brand
Create and Build relationships
"People buy from People"
Creating content of a higher quality and the right type of content for your targeted consumer
Use of advertising banners
URL within email
Pop-up adverts within emails
Key Word Research
Link between social media and television
Bilboards
Website URL used in television
Online voting
Digital marketing spending has increased from 2.5% to 9% in 2013
An average of 25% of total marking budgets go on digital marketing
(Andrew Frank 2013)
Reduced Cost
Brand Engagement
Demographic Targeting
Real-Time Results
Easily Refine Your Strategy
Long-Term Exposure
Product Information
Less Intrusive
Holds Customers Attention
Links Closely with SEO
Non competitive key words
Targeted phrases
Information can become outdated quickly
Consumer perception of mistrust
Not everyone uses the internet
No personal interaction
On-page SEO
Meta Description
Guidelines
'Digital Footprint'
Low Cost
eg. TWELP Force
Discussion
http://tap.unicefusa.org/
Off-page SEO
Link Building
Link Baiting
The SU
Social media
Blogging
Email Newsletter
In window
New window
Content Management is all about allowing web publishers the speed and flexibility to change web content whilst retaining the control over their published content.
Pay per click is becoming extremely popular as it makes you more visible and it is measurable.

PPC is certainly the best way to make an impact, especially if your organic listings are not quite there yet.
There are many social video platforms available in the market

Free to download

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