MR8 – ONLINE MARKETING SUMMARY

CHAPTER 1
Digital media à communications are facilitated through content and interactive services
delivered by different digital technology platforms including the internet, web, mobile, phone,
interactive TV, IPTV and digital signage.
Digital marketing à the application of the internet and related digital technologies in
conjunction with traditional communications to achieve marketing objectives.

• Simple form à achieving marketing objectives through applying digital technologies

and media.
Online marketing presence à different forms of online media controlled by a company
including their website, blogs, email list and social media presences. Also known as ‘owned
media.’
Electronic customer relationship management (E-CRM) à using digital commutations
technologies to maximize sales to existing customers and encourage continued usage of
online services through techniques including database, personalized web messages,
customer services, email and social media marketing.
Multichannel marketing à customer communications and product distribution are
supported by a combination of digital and traditional channels at different points in the buying
cycle.

Customer journey à the sequence of online and offline touchpoints a customer takes
during a buying process or broader customer experience. Online this may include a range of
digital platforms, communications media, websites, pages and engagement devices.

Paid media à also known as bought media, a direct payment occurs to a site owner or an
ad network when they serve an ad, a sponsorship or pay for a click, lead or sale generated.
Owned media à different forms of online media controlled by a company including their
website, blogs, email list and social media presence.
Earned media à the audience is reached through editorial, comments and sharing online.
Application programming interfaces à method of exchanging data between systems such
as website services.
Mobile marketing à marketing to encourage consumer engagement when using mobile
phones (particularly smartphones) or tablet devices.
Location-based marketing à location or proximity based marketing is mobile marketing
based on the GPS built into phones or based on interaction with other local digital devices.
Mobile-based apps à designed to run on smartphones and tablet computers, apps provide
users with rich mobile content by deploying the handset’s multiple native capabilities. Apps
are available for download from app stores hosted by the mobile operating systems.

• Itunes for IOS

• Google Play for Android
• Microsoft App Store
• Blackberry App World

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Software as a service (SaaS) à business applications and software services are provided
through internet and web protocols with the application managed on a separate server from
where it is accessed through a web browser on an end user’s computer with data stored
within ‘the cloud.’
Positioning à customers’ perception of the product and brand offering relative to those of
competitors.
Target marketing strategy à evaluation and selection of appropriate customer segments
and the developments of appropriate offers.
Online value proposition (OVP) à a statement of the benefits of online services that
reinforces the core proposition and differentiates form an organization’s offline offeribg and
those of competitors.
Value proposition à the benefits or value a brand offers to customers in its products and
services.
Business-to-consumer (B2C) à commercial transactions between an organization and
consumer.

• Amazon
• Unilever

Business-to-business (B2B) à commercial transactions between an organization and

other organizations (inter-organizational marketing).

• Euroffice
• Emap
Consumer-to-consumer (C2C) à informational or financial transactions between
consumers, but usually mediated through a business site.

• eBay
• Skype

Consumer-to-business (C2B) à consumers approach the business with an offer.

• Priceline
•
E-government à the use of internet technologies to provide government services to
citizens.
Direct-to-customer model à a brand which has previously communicated to its customers
via intermediaries such as media sites or wholesalers communicates directly via digital
media such as social networks, email and websites.
Electronic commerce à all financial and informational electronically mediated exchanges
between an organization and its external stakeholders.
Sell-side e-commerce à e-commerce transactions between a supplier organization and its
customers.
Buy-side e-commerce à e-commerce transactions between a purchasing organization
and its customers.

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Social commerce à is a subset of e-commerce which encourages participation and
interaction of customers in rating, selecting and buying products through group buying. This
participation can occur on an e-commerce site or on third-party sites.
Electronic business (e-business) or digital business à electronically mediated
information exchanges, both within an organization and with external stakeholders
supporting the range of business processes.
Transactional e-commerce site à enables purchase of products online. The main business
contribution of the site is through sale of these products.

• Amazon

Services-oriented relationship-building website à provides information to stimulate

purchase and build relationships. Products are not typically available for purchase online.

• Accenture
Brand-building site à provides and experience to support the brand. Products are not
typically available for online purchase.

• Tango
Portal or media site à provides information or news about a range of topics. ‘portal’ refers
to a gateway to information; it is not in common usage today.

• Yahoo
Social network or community site à these sites or parts of sites focus on enabling
community interactions between different consumers (C2C models).

• Facebook
Stage models à models for the development of different levels of internet marketing
services.
Brochure-ware site à a simple site with limited interaction with the user that replicates
office marketing literature

Transactional e-commerce sites à sites that support online sales

Digital transformation à a staged program of business improvements to People, Process
and Tool. Tools used for integrated digital marketing to maximize the potential contribution of
digital technology and media to business growth.
Digital media channels à online communications techniques used to achieve goals of
brand awareness, familiarity, favorability and to influence purchase intent by encouraging
users of digital media to visit a website to engage with the brand or product, and ultimately to
purchase inline or offline through traditional media channels such as by phone or in-store
Display ads à use of graphical or rich media ad units within a web page to achieve goals of
delivering brand awareness, familiarity, favorability and purchase intent. Many ads
encourage interaction through prompting the viewer to rollover to play videos, complete an
online form or to view more details before clicking through to a site
Pay-per-click à refers to when a company pays for text ads to be displayed on the search
engine results pages as a sponsored link (typically above, to the right of or below the natural
listings) when a specific key phrase is entered by the search users. It is so-called because

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the marketer pays each time the hypertext link in the ad is clicked on. If a link, is clicked
repeatedly, then this will be detected by the search engine as click fraud and the marketer
will not be charged
Search engine optimization à a structured approach used to increase the position of a
company or its products in search engine natural or organic results listings (the main body of
the search results page) for selected keywords or phrases
Affiliate marketing à a commission-based arrangement where referring sites (publishers)
receive a commission on sales or leads by merchants (retailers). Commissions is usually
based on a percentage of product sale price or a fixed amount for each sale, but may also be
on a per-click basis, for example when an aggregator refers visits to merchants.
Email marketing à typically applied to outbound communications form a company to
prospects or customers to encourage purchase or branding goals. Email marketing is most
commonly used for mailing to existing customers on a house list but can also be used for
mailing prospects on a rented or co-branded list. Emails may be sent as part of a one-off
campaign or can be automated event-based, triggered emails such as a welcome strategy
which can be broadcast based on rules about intervals and customer characteristics.

Landing page à a destination page when a user clicks on an ad or other form of link from a
referring site. It can be a home page but more, typically and desirably, a landing page is a
page with the messaging focused on the offer in the ad. This will maximize conversation
rates and brand favorability.
Rich media à advertisements or site content that are not static, but provide animation,
sound or interactivity. An example of this would be a display of advertisement for a loan in
which a customer can type in the amount of loan required, and the cost of the loan is
calculated immediately.
Web or digital analytics à techniques used to assess and improve the contribution of
digital marketing to a business, including reviewing traffic volume, referrals, clickstreams,
online reach data, customer satisfaction surveys, leads and sales
Social network à a site that facilitates peer-to-peer communication within a group or
between individuals through providing facilities to develop user-generated content (UGC) and
to exchange messages and comments between different users
Blog à personal online diary, journal or news source complied by one person, an internal
team or external guest authors. Posting are usually in different categories. Typically
comments can be added to each blog posting to help create interactivity and feedback
Podcast à individuals and organizations post online media (audio and video) which can be
viewed in the appropriate players (including the iPod which first sparked the growth in this
technique). The latest podcast updates can be automatically delivered by RSS
Feed (or RSS feed) à blog, news or other content is published by an XML standard and
syndicated for other sites or read by users in RSS reader services such as google reader,
personalized home pages or email systems. RSS stands for Really Simple Syndication
Viral marketing à a marketing message is communicated from one person to another,
facilitated by different media, such as word-of-mouth, email or websites, in particular social
network or blogsites. Viral marketing implies rapid transmission of messages is intended

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Social media marketing à monitoring and facilitating customer-to-customer interaction and
participation throughout the web to encourage positive engagement with a company and its
brands. Interactions may occur on a company site, social network and other third-party sites
Web 2.0 concept à a collection of web services involving data exchange between sites that
facilitate participation and interaction of web users with sites to create user-generated
content and encourage behaviors such as community or social network participation,
mashups, content rating, use of widgets and tagging
Video marketing à the use of video to gain visibility in search marketing, video hosting sites
and to engage site visitors
Web 3.0 concept à next generation web incorporating high-speed connectivity, complex
cross-community interactions and an intelligent or semantic web where automated
applications can access data from different online services to assist searchers perform
complex tasks of supplier selection
Inbound marketing à the consumer is proactive in seeking out information for their needs,
and interactions with brands are attracted through content, search and social media
marketing

Personalization à delivering individualized content through web pages or email

Sense and respond communications à customer behavior is monitored at an individual
level and the marketer responds with communications tailored to the individual’s need
Outbound internet-based communications à the website and email marketing are used
to send personalized communications to customers
Inbound internet-based communications à customers enquire through web-based forms
and email
Disintermediation à the removal of intermediaries such as distributors or brokers that
formerly linked a company to its customers
Reintermediation à the creation of new intermediaries between customers and suppliers
providing services such as supplier search and product evaluation
Customer engagement à repeated interactions that strengthen the emotional.
Psychological or physical investment a customer has in a brand
Permission marketing à customers agree (opt in) to be involved in an organization’s
marketing activities, usually a result of an incentive
Interruption marketing à marketing communications that disrupt customers’ activities
Content marketing à the management of text, rich media, audio and video content aimed
at engaging customers and prospects to meet business goals published through print and
digital media including web and mobile platforms which is repurposed and syndicated to
different forms of web presence such as publishers’ sites, blogs, social media and
comparison sites

Content marketing hub à a central branded location where your audience can access and
interact with all your key content marketing assets. In a practical sense, the content hub can
be a blog or new section, an online customer magazine or a resource center

SUMMARY CHAPTER 1

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Digital marketing refers to the use of digital technology platforms, combines with traditional
media, to achieve marketing objectives. Digital marketing involves using paid, owned and
earned digital media channels and using other technologies, such as databases for customer
relationship management (e-CRM).
A customer-centric approach to digital marketing consider the needs of a range of customers
using techniques such as persona and customer scenarios to understand customer needs in
a multichannel buying process. Tailoring to individual customers may be practical using
personalization techniques.
Electronic commerce refers to both electronically mediated financial and informational
transactions.
Electronic business is a broader term referring to how technology can benefit all internal
business processes and interactions with third parties. This includes buy-side and sell-side e-
commerce and the internal value chain.
e-commerce transactions include business-to-business (B2B), business-to-consumer (B2C),
consumer-to-consumer (C2C) and consumer-to-business (C2B) transactions.
There are 6 key digital media channels: search marketing; online PR; partnership (affiliate)
marketing; display advertising; email; and social media marketing. These communications
techniques are best used in an integrated form by applying the concepts of content, inbound
and permission marketing.
The internet is used to develop existing markets through enabling an additional
communications and/or sales channel with potential customers. It can be used to develop
new international markets with a reduced need for new sales offices and agents. Companies
can provide new services and possibly products using the internet.

Digital marketing can support the full range of marketing functions and in doing so can help
reduce costs, facilitate communications within and between organizations and improve
customer services.
Interaction with customers, suppliers and distributors occurs the internet. The web and email
are particularly powerful if they can be used to create relevant, personalized
communications.
The marketing benefits the internet confers are advantageous both of the large corporation
and to the small or medium-sized enterprise. These include:

• A new medium for advertising and PR

• A new channel for distribution products
• Opportunities for expansion into new markets
• New ways of enhancing customer service
• New ways of reducing costs by reducing the number of staff in order fulfilment

CHAPTER 5
Marketing mix à the series of 7 key variables; product, price, place, promotion, people,
process, physical evidence, that are varied by marketers as a part of the customer offering
Online branding à how online channels are used to support brands that, in essence, are
the sum of the characteristics of product or service as perceived by a user
4 Cs considers the 4Ps from a customer perspective;

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 • Customer needs and wants (from the product)
• Cost to the customer (price)
• Convenience (relative to place)
• Communication (promotion)
Co-marketing à a partnership agreement reached between different businesses to promote
each other, typically based on sharing content (and potentially promotions) principally to the
audience of owned media channels such as social media, blog and email marketing
Product variable à the element of the marketing mix that involves researching customers’
needs and developing appropriate products.

Core product à the fundamental features of the product that meet the user’s needs

Extended product à additional feature and benefits beyond the core product
Mass customization à using economies of scale enabled by technology to offer tailored
versions of products to individual customers or groups of customers
Bundling à bundling combines several product or services options into a package of
services, typically at a discounted price
Tipping point à using the science of social epidemics explains principles that underpin the
rapid spread of ideas, products and behaviors through a population.
Long tail concept à a frequency distribution suggesting the relative variation in popularity
of items selected by consumers.
Branding à the process by which companies distinguish their product offerings from the
competition by the sum of the characteristics of product or service as perceived by the
customer
Brand equity à the assets (or liabilities) linked to a brand’s name and symbol that add to (or
subtract from) a service.

• Brand domain – key target markets, where the brand competes

• Brand heritage – the background and culture of the brand
• Brand values – the core characteristics, e.g. price, quality, performance
• Brand asset – distinctive names, symbols, images
• Brand personality – the character of the brand
• Brand reflection – how the customer perceives themselves as a result of buying the
brand
Brand experience à the frequency and depth of interactions with a brand can be enhanced
through the internet
Brand advocate à a customer who has favorable perceptions of a brand who will talk
favorably about a brand to their acquaintances to help generate awareness of the brand or
influence purchase intent.
Brand identity à the totality of brand associations including name and symbols that must be
communicated
Price variable à the element of the marketing mix that involves defining product prices and
pricing models

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Pricing models à describe the form of payment such as outright purchase, auction, rental,
volume purchases and credit terms.
Price transparency à customer knowledge about pricing increases due to increased
availability of pricing information
Differential pricing à identical products are priced differently for different types of
consumers, markets or buying situations
Price elasticity of demand à measure of consumer behavior that indicates the change in
demand for a product or service in response to changes in price. Price elasticity of demand is
used to assess the extent to which a change in price will influence demand for a product
Satisficing behavior à consumers do not behave entirely rationally in product or supplier
selection. They will compare alternatives, but then may make their choice given imperfect
information
Aggregators à an alternative term to price comparison sites or comparison search engines
(CSE). Aggregators include product, price and service information comparing competitors
within a sector such as financial services, retail or travel. Their revenue models commonly
include affiliate revenues (CPA), pay-per-click advertising (CPC) and display advertising
(CPM)
Commoditization à the process whereby product selection becomes more dependent on
price than on differentiating features, benefits and value-added services.

Pricing level à the price set for a specific product or range of products.
Price dispersion à the distribution or range of prices charged for an item across different
retailers
Forward auctions à item purchased by highest bid made in bidding period

Reverse auctions à item purchased from lowest-bidding supplier in bidding period

Offer à a commitment by a trader to sell under certain conditions

Bid à a commitment by a trader to purchase under certain conditions
Dynamic pricing à prices can be updated in real time according to the type of customer or
current market conditions
Place variable à the element of the marketing mix that involves distributing products to
customer in line with demand and minimizing cost of inventory, transport and storage

Syndication à content or product information is distributed to third parties. Online this is

commonly achieved through standard CML formats such as RSS

Localization à tailoring of website information for individual countries or regions.

Localization can include simple translation, but also cultural adaptation
Virtual organization à a virtual organization uses information and communications
technology to allow it to operate without clearly defined physical boundaries between
different functions. It provides customized services by outsourcing production and other
functions to third parties
Virtualization à the process whereby a company develops more of the characteristics of a
virtual organization

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Promotion variable à the element of the marketing mix that involve communication with
customers and other stakeholders to inform them about the product and the organization
Product variable à the element of the marketing mix that involves the delivery of service to
customers during interactions with customers
Avatar à a term used in computer-mediated environments to mean a ‘virtual person’.
Derived from the word’s original meaning: ‘n. the descendants of a hindu deity in a visible
form; incarnation; supreme glorification of any principle’.
Autoresponder or ‘mailbots’ à software tool or ‘agent’ running on web servers that
automatically sends a standard reply to the sender of an email message
Stages in managing inbound email; customer defines à receipt acknowledgement à
routeing à response à follow-up

Process variable à the element of the marketing mix that involves the methods and
procedures companies use to achieve all marketing functions

Physical evidence variable à the element of the marketing mix that involves the tangible
expression of a product and how it is purchased and used

SUMMARY CHAPTER 5
Evaluating the opportunities provided by the internet for varying the marketing mix is a useful
framework for assessing current and future digital marketing strategy.
Product. Opportunities for varying the core product through new information-based services
and also the extend product should be reviewed.
Branding. Is an important concept in the digital marketplace but in addition, each of the
established elements of a brand offline (e.g. domain, value, assets, heritage)
Price. The internet leads to price transparency and commoditization and hence lower prices.
Dynamic pricing gives the ability to test prices or to offer differential pricing for different
segments or in response to variations in demand. New pricing models such as auctions are
available.
Place. This refers to place of purchase and channel structure on the internet. There are 3
main locations for e-commerce transactions; seller sire, buyer site and intermediaries. Steps
must be taken to minimize channel conflict

CHAPTER 9
Digital media channel à online communications techniques such as search engine
marketing, affiliate marketing and display advertising used to engage web users on third-
party sites; encourage them to visit an organization’s site or purchase through traditional
channels such as by phone or in-store
Search engine marketing (SEM) à promoting an organization through search engines to
meet its objective by delivering relevant content in the search listings for searchers and
encouraging them to click through to a destination site. The 2 key techniques of SEM are
search engine optimization (SEO) to improve results from the natural listings, and paid-
search marketing to deliver results from the sponsored listings.
Navigational (or brand) search à searchers use a search engine such as google to find
information deeper within a company site by appending a qualifier such as a product name to

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the brand or site name. organizations need to check that relevant pages are available in the
search results pages for these situations
Search engine optimization (SEO) à a structured approach used to increase the position
of a company or its products in search engine natural or organic results listings for selected
keywords or phrases
Natural or organic listings à the pages listing results from a search engine query which
are displayed in a sequence according to relevance of match between the key word phrase
typed into a search engine and a web page according to a ranking algorithm used by the
search engine
Search engine results pages (SERPS) à the page(s) containing the results after a user
types a key phrase into a search engine. SERPS contain both natural or organic listings and
paid or organic listings.
Universal search à the natural listings incorporate other relevant results from vertical
searches related to a query, such as video, books, news, real-time social media
recommendations, site links and images
Paid search marketing (pay-per-click) marketing (PPC) à a relevant text ad with a link to
a company page is displayed on the SERPs when the user of a search engine types in a
specific phrase. A fee is charged for every click of each 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 (which may be on a CPC, CPM or CPA basis)
Robots or spiders à spiders are 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
Link anchor text à the text used to form the blue underlined hyperlink viewed in a web
browser defined in the HTML source
On-page optimization à writing copy and applying markup such as the <title> tag and
heading tag <h1> to highlight to search engine relevant key phrases within a document
Backlink à hyperlink which links to a particular web page (or website). Also knowns as
inbound link.
External link building à a proactive approach to gain quality links from third-party sites. It
can be considered to be an element of online PR since it involves getting your brand visible
on third-party sites and creating backlinks related to your site
Internal link architecture à structuring and labelling links within a site’s navigation to
improve the results of SEO
Social graph à a term popularized by Facebook in 2007 when describing its Facebook
platform. The social graph describes individuals linked through social networks and other
connections such as email or personal contact
Nofollow and Dofollow tags à a nofollow tag is a basic piece of HTML. Appended to a
hyperlink, it allows webmasters to control whether search engines follow a link or not.
Index inclusion à ensuring that as many of the relevant pages from your domain(s) are
included within the search engine indexes you are targeting to be listed in

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Duplicate content à different pages which are evaluated by the search engine to be similar
and so don’t rank highly, even though they may be for distinct products or services
Panda and penguin algorithm updates à changes to google’s algorithm aimed at reducing
the impact at webspam. They caused the rankings of many sites to fall. Panda targeted low-
quality sites with ‘thin’ content. Penguin targeted sites using aggressive link building
Knowledge graph à an infrastructure developed by google to display related information
about people, places and objects
Key phrase (keyword phrase) à the combination of words users of search engines type
into a search box which form a search query
Microformats à a semantic definition of a specific information type such as a product,
event, recipe or review.

PageRank à a scale between 0 to 10 used by google named after google founder Larry
Page which is used to assess the importance of web pages according to the number of
inbound links or backlinks
Display (or content) network à sponsored links are displayed by the search engine on
third-party sites such as online publishers, aggregators or social networks. Ads can be paid
for on a CPC, CPM or a CPA basis. There are also options for graphical or video ads as well
as text-based ads
Contextual ad à ad relevant to page content on third-party sites brokered by search ad
networks
Trusted feed à an automated method of putting content into a search engine index or an
aggregator database
Google’s product Listing Ads (PLAs) à product information such as pricing and images
are uploaded to Google’s servers using a product feed in XML or text formats for display in
ads within google adwords or google shopping.
Quality score à an assessment in paid search by google adwords (and now other search
engines) of an individual and triggered by a keyword which, in combination with the bid
amount, determines the ranking of the ad relative to competitors. The primary factor 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 rates, the
engagement of the searcher when they click through to the site and the speed at which the
page loads
Google display network (GDN) à different types of online publishers agree for google to
display contextual ads on their sites for a fee, for example as part of the AdSense program
Google AdWords enhanced campaign à an approach introduced by google in 2013 to
simplify the management of ads displayed in different locations, different day parts (times of
day) and on different devices
Public relations (PR) à the management of the awareness, understanding and reputation
of an organization or brand, primarily achieved through influencing exposure in the media.
Online influencers or key opinion leaders à online influencers can include any type of
person who published online who has a significant following. They can include journalists,
bloggers or celebrities.

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Online public relations (e-PR) à maximizing favorable mentions of your company, brands,
products or websites on third-party 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 worth-of-mouth
marketing activities in other media
Online influencer outreach à identifying online influencers such as bloggers, media
owners or individuals with a large online following in the social networks and then
approaching them to partner together to communicate with their audience
Online reputation management à controlling the reputation of an organization through
monitoring and controlling messages placed about the organization
Social media governance à a definition of how companies should respond to social
mentions that may give rise to leads or reputational damage
Social media listening à the process of using monitoring tools to review mentions of a
brand and related keywords within social networks and other online sites
Web 2.0 concept à a collection of web services that facilitate interaction of web users with
sites to create user generated content and encouraging behaviors such as community or
social network participation, mashups, content rating, use of widgets and tagging.
Blog à an online diary or news source prepared by an individual or a group of people. From
‘weblog.’ Business blogs are created by an organization for communication to their audience
Social bookmarking à web users keep a shared version of favorite sites online. This
enables the most popular sites in a category to be identified
Podcast à individuals and organizations post online media (audio and video) which can be
viewed in the appropriate players including iPod which first sparked the growth in this
technique
Tagging à tracking of the origin or referring site or of visitors to a site and their spending
patterns. Tagging also refers to where users or web page creators categorize content on a
site through adding descriptive terms. A common approach in blog posts
Really Simple Syndication feed (RSS) à blog, news or other content is published by an
XML standard and syndicated for other sites or read by users in RSS reader software
services. Now typically shortened to ‘feed’
Mashup à websites, pages or widgets that combine the content or functionality of one
website or data source with another to create something offering a different type of value to
web users form the separate types of content or functionality
Social network à a site that facilitates peer-to-peer communication within a group or
between individuals through providing facilities to develop user-generate content (UGC) and
to exchange messages and comments between different users
Widget à a badge or 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 application or web service. Content can be updated in real time since the widget
interacts with the server each time it loads
Affiliate marketing à a commission-based arrangement where referring sites (publishers)
receive a commission on sales or leads by merchants (retailers or other transactional sites).
Commission is usually based on a percentage of product sale price or a fixed amount for

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each sale (CPA or cost per acquisition), but may also sometimes be based on a per-click
basis, for example when an aggregator refers visits to merchants
Affiliate network à third-party brokers also known as affiliate managers who manage
recruitment of affiliates and infrastructure to manage a merchant’s affiliate program in the
form of links, tracking and payment of a range of affiliates
Earnings per click (EPC) à a relative measure of the effectiveness of a site or section of a
site owner through affiliate marketing for every 100 outbound clicks generate d
Co-branding à an arrangement between two or more companies which agree to jointly
display content and perform joint promotion using brand logos, email marketing or banner
advertisements. The aim is that the brands are strengthened if they are seen as
complementary. Co-branding is often a reciprocal arrangement which can occur without
payment as part of a wider agreement between partners
Contra-deals à a reciprocal agreement in the form of an exchange where payment doesn’t
take place. Instead services or ad space to promote another company as a part of co-
branding occurs.
Display advertising à display ads are paid ad placements using graphical or rich media ad
units within a web page to achieve goals of delivering brand awareness, familiarity,
favorability and purchase intent. Many ads encourage interaction through prompting the
viewer to interact or rollover to play videos, complete and online form or to view more details
by clicking through to a site
Ad serving à the term for displaying an advertisement on a website. often the
advertisement will be served form a web server different from the site on which it is placed

Destination site à the site reached on click-through

Microsite à a small-scale destination site reached on click-through which is a part of the
media owner’s site
Run-of-site à cost per 100 ad impressions. CPM is usually for run-of site advertisement =s
where advertisements occur on all pages of the site
Results-based payment à advertisers pay according to the number of times the ad is
clicked on
Programmatic ad buying à describes the purchase online display advertising that is
aggregated booked, flighted, analyzed and optimized via demand-side software interfaces
and algorithms. It includes RTB and also non-RTB methods and buy types such as facebook
ads API and the google display network
Demand side platforms (DSPs) à a service that enables ads to be managed across
multiple ad networks and ad exchanges through a single interface designed for managing
reporting and performance
Real-time bidding (RTB) à bids for buying ads against keywords can be managed in real
time in conjunction with a DSP
XMOS (cross-media optimization studies) à research designed to help marketers and
their agencies answer the question ‘what is the optimal mix of advertising vehicles across
different media, in terms of frequency, reach and budget allocation, for a given campaign to
achieve its marketing goals?’ the mix between online and offline spend is varied to maximize
campaign metrics such as reach, brand awareness and purchase intent

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Media multiplier or halo effect à the role of one media channel on influencing sale or uplift
in brand metrics. Commonly applied to online display advertising, where exposure to display
ads may increase click-through rates when the consumer is later exposed to a brand through
other media, for example sponsored links or affiliate ads. It may also improve conversion
rates on destination sites through higher confidence in the brand or familiarity with the offer
Native advertising à online content that it is created to promote ore enhance a brand such
as a publisher article or social media update. Such content should be disclosed as
advertising by law in many countries, but often it isn’t
Page and ad impressions à one page impression occurs when a member of the audience
views a web page. One ad impression occurs when a person views an advertisement placed
on the web page

Reach à defines the number of unique individuals who view an advertisement

CPM à the cost of placing ab ad viewed by 1000 people

Interaction rate (IR) à the proportion of ad viewers who interact with an online ad through
rolling over it. Some will be involuntary depending on where the ad is placed on the screen,
so it is highly dependent on placement
Website auditors à auditors accurately measure the usage of different site in terms of the
numbers of ad impressions and click-through rates
Effective frequency à the number of exposures or ad impressions (frequency) required for
an advertisement to become effective
Click-through à a click-through (ad click) occurs each time a user clicks on a banner
advertisement to direct them to a web page that contains further information. The click-
through rate is expressed as a percentage of total ad impression, and refers to the proportion
of users viewing an advertisements who click on it. It is calculated as the number of click-
throughs divided by the number of ad impression
View-through à indicated when a user views an ad and subsequently visits a website

Interstitial ads à ads that appear between one page and the next
Overlay à typically an animated ad that moves around the page and is superimposed on the
website content
Behavioural ad targeting à enables an advertiser to target ads at a visitor as they move
elsewhere on the site, visit other sites on an ad network return to the site, the process of
remarketing to increase the frequency or number of impressions served to an individual in
the target market
Outbound email marketing à emails are sent to customers and prospects from an
organization

Inbound email marketing à management of emails from customers by an organization

Opt-in à an individual agrees to receive email communications
House list à a list of prospect and customer names, email addresses and profile information
owned by an organization

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Email service providers (ESPs) à provide a web-based service used by marketers to
manage their email activities including hosting email subscription forms, broadcast and
tracking
Deliverability à refers to ensuring email messages are delivered and aren’t blocked by
spam filters because the email content or structure falsely identifies a permission based
email as a spammer, or because the sender’s IP address has a poor reputation for spam
Renderability à the capability of an email to display correctly formatted indifferent email
readers on desktop and mobile devices
Social media marketing à monitoring and facilitating customer interaction and participation
throughout the web to encourage positive engagement with a company and its brands.
Interactions may occur on a company site, social networks and other third-party sites
Viral marketing à online viral marketing, or buzz marketing, is a form of electronic word-of-
mouth marketing. Brands and promotions are discussed and awareness of them transmitted
in 2 main forms, either as pass-along email or discussion in a social network
Word-of-mouth (WOM) marketing à according to the word-of-mouth marketing association
it is giving people a reason to talk about your products and services, and making it easier for
that conversation to take place. It is art and science of building active, mutually beneficial
consumer-to-consumer and consumer-to-marketing communications
Offline promotion à using traditional media such as TV, radio and print to direct visitor to
an online presence
Incidental offline advertising à driving traffic to the website is not a primary objective of
the advert
Specific offline advertising à driving traffic to the website or explaining the online
proposition is a primary objective of the advert
SUMMARY CHAPTER 9

Online promotion techniques include:

• Search engine marketing; search engine optimization (SEO) and content marketing
improves position in the natural listings and pay-per-click marketing features a
company in the sponsored listings of a search engine or on the display network.
• Online PR; including techniques such as influencer outreach, link building, blogging
and reputation management
• Online partnerships; including affiliate marketing (commission-based referral), co-
branding and sponsorship
• Email marketing; including rented lists, co-branded emails, event-triggered emails and
ads in third-party e-newsletters for acquisition, and e-newsletter and campaign emails
to house lists
• Social media marketing; engaging audiences on different social networks and on a
company’s own site through sharing content and developing great creative concepts
which are transmitted by online word-of-mouth or viral marketing
Offline promotion involves promoting the website address, highlighting the value
proposition of the website and achieving web response through traditional media
advertisements in print or on television

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 Interactive marketing communications must be developed as part of integrated marketing
communications for maximum cost-effectiveness
Key characteristics of interactive communications are the combination of push and pull
media, user-submitted content, personalization, flexibility and, of course, interactivity to
create a dialogue with consumers
Objectives for interactive communications include direct sales for transactional sites, but
they also indirectly support brand awareness, favorability and purchase intent

Important decisions in the communications mix introduced by digital media include:

• The balance between spend on media and creative for digital assets and ad
executions
• The balance between spend in traditional and offline communications
• The balance between investment in continuous and campaign-based digital
activity
• The balance of investment in different interactive communication tools

LECTURES

Campaign Insight

• Customer context
• Business context (Brand/organization analysis including competitors)
• Internal context (organization identity, culture, values, financial concerns
• External context (key stakeholders, -PESTEL analysis) -Consumer Insight (online
behavior, media habits, reach and composition)
• leads..
AIDA Model (Attention, Interest, Desire, Action)à To successfully communicate the offer
and message, the creative copy should help to receive response as in AIDA model

Why SEM?

• Target qualified consumers

• Enhance brand visibility
• Generate traffic
• Increase the number of visitors
• Compete
• Increase brand awareness
Link-building à ‘The best way to get other sites to create high-quality, relevant links to
yours is to create unique, relevant content that can naturally gain popularity in the Internet
community. Creating good content pays off’!!!

Why Content and Linkbuilding?

• Search engines categorize content

• Links in other websites will bring visitors to your website
• Links are indexed by search engines
• Search engines attribute different value to different websites that include your link

Link building is also a matter of reference which makes your brand visible on third-party sites
The key areas of online PR

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Message to diverse geographic and multi demographic audience

• To influence behavior and opinion

• To built relationship with the audience
• To increase awareness
• To differentiate yourself from the others
• To improve perception
• To support SEM, partnerships and social media marketing
• To build traffic`

Viral Marketing à It is the online form of WOM Marketing – also known as Buzz marketing
Why Viral Marketing?

• To educate people
• To identify influencers
• To make it easy to share information
• To understand how where and when the opinions are shared
• To listen to supporters, opponents and neutrals

Why Social Media Marketing?

• A major traffic source!

• To have social presence
• Provide customer experiences
• Have attention
• Engage consumers
• Amplify Messages
• To deliver customer service

Marketing Mix
Product à Looks at opportunities for modifying the core/extended product for digital
environments

Price à Focus on implications for setting prices in digital markets, new pricing models
Place à Considering implications for distribution for digital marketing

Promotion à Exploring promotional techniques in combination with new techniques

Partnership (co-marketing)

• Customer needs and wants (from the product)

• Cost to the customer (price)
• Convenience (relative to place)
• Communication (promotion)

Can product components of the marketing mix be varied online?

• Core à The fundamental features of the product that meet the user’s needs
• Extended à Additional features and benefits beyond the core product

What are the main implications of the Internet for the product?

• Options for varying the core products

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 • Options for offering digital products
• Options for changing the extended product
• Conducting research online
• Speed of new product development
• Speed of new product diffusion
Localization à Tailoring of website information for individual countries or regions.
Localization can include simple translation, but also cultural adaptations.
SEO build up

On site SEO

• Technical
• Content

Off-site SEO

• Linkbuilding
• LinkBaiting

SEO technical

• Clean and applicable URL’s

• Use of metadata (descriptions/titles, alt texts)
• Use of pictures, short loading time, clean code.
• Quick loading website
• SSL encrypted
• Mobile Friendly

SEO content

• Content is king!
• Combination of relevance and informative
• Multimedia
• Actual
• Easy to read. (Subheaders etc)
• Creates value for your site
Linkbuilding

• Links on external sites pointing towards your site

• Internal links on own sites.
• Social links (twitter/FB) etc Increasingly important
• Value depends on: – Site (Page Rank, traffic, # links, relevance..?) – Anchor tag –
Anchor text

How to define online results?

• Brand Value (awareness – attitude)

• Visits, duration, returning visitors
• Referrals
• Leads
• Sales (behavior)

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How to measure online results?

• Google analytics
• Integration with Adwords and using conversion tags
• All “revenue” can be traced back to the source
• You can work towards measuring ROI on deployed resources
• Keep finetuning and deploy whatever means necessary in order to improve

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