Chapter 7

Marketing Communication
Using Digital Marketing

 Digital media channel

Online communications technique such as search engine marketing,
affiliate marketing and display advertising used to engage web
users on third party sites, encourage them to visit an organizations
site or purchase through traditional channels such as by phone or
instore.
The type of digital media channels:
Search engine marketing (SEM)
Online public relations ( E-PR)
Online partnerships including affiliate marketing
Interactive display advertising
Opt-in-a-email marketing
Social media marketing including viral and electronic word-ofmouth marketing

Search Engine Marketing

Promoting an organization through search engines to meet its
objectives by delivering relevant content in the search listing for
searches and encouraging them to click through to a destination site.
The two key techniques of SEM are search engine optimization (SEO)
to improve results from natural listings and paid-search marketing to
deliver results from the sponsored listings within the search engines.
Type of SEM
Search engine optimisation (SEO)
A structured approach used to increase the position of a company or
its products in search engine natural or organic results listing for
selected keywords/phases.
Paid search (pay-per-click) marketing (PPC)
A relevant text ad with a link to a company page is displayed on the
SERPs the user of a search engine types in a specific phrase. A fee is
charged for every click each of link, with the amount bid for the click
mainly determining its position. Additionally, PPC may involve
advertising through a display network of third party sites

SEO
The main process :
1.Crawling
To identify relevant pages for indexing and assess whether they
have changed.
Performed by robots(bots) or spiders
Robots or spiders is a software processes, technically known as
robots, employed by search engines to index web pages of
registered sites on a regular basis. They follow or crawl links
between pages and record the reference URL of a page for future
analysis.
2. Indexing
Created to enable the search engine to rapidly find the most
relevant pages containing the query typed by the researcher
3. Ranking
Produced a lookup of all the pages that contain particular words
in a query , but they are no sorted in terms of relevance
4. Query request and result service
The users location is assessed through their IP address and the
query is passed to a relevant data centre for processing.

Search engine ranking factors

Two important factors
Matching between web page copy and the key
phrases searched
- To optimise on are keyword density, keyword formatting,
keyword in anchor text and document meta-data including
page data including page title tags.
Links into the page
- Google counts each link to a page from another page or
another
sites as a vote for this page. So, it will be ranked
more highly.

The implications
The companies can get influences with a larger influence to
recommend their content or offers through social network.

Advantages of SEO
* Significant traffic driver
- The search marketing can attract a significant proportion
of visitors to the
site companies.
*Highly targeted
- Visitor are searching for a particular product or service so
will often have a high intent to purchase
*Potentially low-cost visitors
- No media costs for ad display or click-through
*Dynamic
- The search engine robots will crawl the home page of
popular sites daily, so new content is included relatively
quickly for the most popular pages of site.

Disadvantages of SEO

Lack of predictability
- Compared with other media SEO is very unrealiable in
terms of the return on investment
Time for results to be implemented
- The results from SEO may take months to be achieved,
especially for new sites
Complexity and dynamic nature
- It take a hundreds of factors into account
Ongoing investment
- Need to continue to develop new content and generate
new links.
Poor for developing awareness in comparison with
other media channels
- It already have to be familiar with a brand or services to
find it.

The best practice in planning and managing SEO

Search engine submission

- The process of informing search engine that a site should
be indexed for listing in the search engine results page
Index conclusion
- Reasons for not gaining complete index
~ The search robots do not crawl all the pages
( unfriendly content management)
~ Page identified as spam or less importance or
considered to be duplicate content which are then contained
in what used to be know as the supplemental index in Google.
- Can check index through
~ Reviewing web analytics data
~ Using web analytics referrer information
~ Checking the number of pages that have been
successfully indexed on a site.

Keyphrase analysis
- The combination of words users of search engine types into
a search box which from a search query
On - page optimisation
- Factors in the match between search terms entered and the
occurrence of the words on the page that influence of the words
on the page that influence search engine rankings
~ Occurrence of search term in the body copy
= It is repeated in the text of the web page is a key factor in
determining the position for a keyphrase
~ Alternative image text
= Graphical images can have hidden text associated with
them that is not seen by the user but will be seen and indexed by
the search engine and is a minor ranking factor, particularly in
images linking to other pages.
~ Documet meta-data
= The document title, the description meta tag and the
keywords meta tag

External linking
- Is vital to SEO in competitive markets
- less easy to control and often neglected
- step to help boost your external links
1. Identify and create popular content and service
= create more valuable content and then showcasing
within your navigation
2. Identify potential partner sites
3. Contact partner sites
i. step 1 write e mail encouraging link
ii. Step 2 follow up link
iii. Step 3 setup links
Internal link structures
- To include keyphrases used by searchers
- The home page typically highest

PPC
Paid search content network
- Available through the display network of the search engines
Trusted feeds
- An automated method of putting content into a search engine
index or an aggregator database
The controls position in paid search
- Take the relative click through rates of the ads dependent on
their position
The quality score
- An assessment in paid search by Google AdWords ( and now other
search engines) of an individual ad triggered by a keyword which, in
combination with the bid amount, determines the ranking of the ad
relative to competitors. The primary factors is the click through rate
for each ad, but quality score also considers the match between the
keyword and the occurrence of the keyword in the text, historical
click through to the site and the speed at which the page loads.

Advantages of PPC

The advertiser is not paying for the ad to be displayed

PPC advertising is highly targeted
Good accountability
Predictable
Technically simpler than SEO
Remarketing
Speed
Branding

Disadvantages of PPC

Competitive and expensive

Innappropriate
Requires specialist knowledge
Time consuming
Irrelevant

Best practice in planning and managing PPC

Optimising PPC
- Targeting
> search ad network strategy
> content network strategy
> campaign structure strategy
> keyword matching strategy
> Search term targeting strategy
- Budget and bid management
> budgeting strategy
> listing position strategy
> bidding strategy
> dayparting strategy
> bid management tool strategy
- Creative testing and campaign optimisation
> ad craetive and copy strategy
> destination or landing page strategy
> campaign review and optimisation strategy
> specialist and innovative paid search techniques
- Communications integration
> SEO integration strategy
> Affiliate integration
> Marketing campaign integration startegy

Online Public Relations

The management of the awareness, understanding and

reputation of an organisation or brand, primarily achieved
through influencing expose in the media
Maximising favourable mentions of your company, brands,
products or websites which are likely to be visited by your
target audience
Online PR can extend reach and awareness of a brand
within an audience and will also generate backlinks vital to
SEO
It can also be used to support viral or word of mouth
marketing activities in other media.

Differences between online PR & traditional PR

The audience is connected to organisation

The members of the audience are connected to each other
The audience has access to other information
Audience pull information

The main differences PR professional

Less easy to control

More options to create their own stories
Need for faster response
Easy to monitor

Advantages of online PR

Reach -> Low cost method of directly reaching

Cost -> The agency /internal staff fees for developing the
online PR plan, concepts and content.
Credibility -> independent comments made by a person
independent from a company are considered more
authentic
Search engine optimisation -> help generate blacklinks
Brand-enchancement and protection

Disadvantage of online PR

It not controlled discipline like online advertising techniques

Had counter-arguments

Best practice in planning and managing online PR

Communicating with media owner online

- expand the reach of brand
Link building
- a structured activity to include good quality hyperlinks to your
site from relevant sites with a good page rank
Web 2.0 atomised content
- a collection of web users with sites to create user generated
content and encooraging behaviours such as community or social
network participantion, mashups, content rating, use of tagging and
widgets
- blog is an online diary/ news source prepared by an indivudual/ a
group of people.
- From Web Blog , business blogs created by an organisation for
communication to their audiences
- Tagging and folksonomies
-> users/ web page creator categorise content on a site
through adding descriptive terms.
-> a folksonomies is a contraction of folk taxonomy, a
method of classifying content based on tagging that has no hieracy

- social bookmarking is a web users keep a shared version

of favourite sites online. This enables the most popular sites in
a category to be identified
- photo, video and slide sharing video
-> to find related shots they are interested in and can
be used create mashups using widgets to embed the object
into a blog.
- really simple syndication(RSS) feeds is a blog , news or
other content is published by an XML standard and syndicated
for other sites/ read by users in RSS reader software service.
- mashup is a websites , pages or widget that combine
the content/ functionality of one website/ data source with
another to create something offering a different type of value
to web users from the separate type of content.
- social networks is a site that facilities peer-to-peer
communication within a group / between individuals through
providing facilities to develop user-generated content and to
exchange messages and comments between different users.

- widget is a badge/button incorporated into a site or

social network space by its owner, with content or services
typically served from another site making a widget effectively
a mini software applicant/ web service
- atomisation is a web 2.0 context refers to a concept
where the content on a site is broken down into smaller
findamental units which can be then be distributed via web
through links to other site