Digital and Social Media

Affiliate marketing is basically a process where a brand or supplier, for example a book retailer, attract customers by rewarding the third-party (or affiliate) for marketing their goods and services, and driving traffic to their website.

In a nutshell affiliate marketing as the basic process.

Digital advertising, also known as online advertising or Internet advertising, is essentially using the online opportunity to communicate marketing messages to consumers or visitors.

Therefore digital marketing by its very nature is one aspect of an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, digital marketing has its own approaches and tools that contribute…

There are many ways to use the Internet as a new medium for Advertising. This lesson considers Pay-Per-Click (or Cost-Per-Click) Advertising, Affiliate Marketing, and touches upon the range of traditional Offline Promotions Strategies that will help to promote a website using more offline media.

This lesson looks at ways of increasing the popularity of your website by looking at the internal optimization of the website itself. It considers many important ways of building your traffic, including Search Engine Optimization (SEO) approaches.

Digital marketing communications are essentially the digital marketing equivalent of the traditional marketing communications mix.

As you plan for digital marketing and during the plan’s implementation, one needs to pay careful attention to the activities of competitors.

The starting point for any digital marketing planning is the internal audit. We are seeking to answer the question, where are we now (internal perspective)? This is a consideration of internal resources and the effectiveness of our eBusiness based upon a number of factors.

The digital marketingMix is essentially the same as the marketing mix. It is simply the adaptation of price, place, product and promotion to the digital marketingcontext. Of course one could also include physical evidence, people and process when marketing planning for an online service. Below are a series of lessons that consider how markets can…

The digital marketing space of new or original Internet companies that have emerged as the Internet has developed, as well as those pre-existing companies that now employ digital marketing approaches as part of their overall marketing plan. For some companies the Internet is an additional channel that enhances or replaces their traditional channel(s). For others…

International pricing and competition give consumers access to the lowest price for any generic good. For example, British consumers benefit when buying products from the United States since there are almost two Dollars to the Pound. Conversely this makes British goods more expensive to the American consumer. So it’s cheap to buy spectacles from a…

We’ve already considered product as part of the marketing mix. Two previous tools for product decision-making have been introduced – Product Life Cycle (PLC) and the Three Levels of a Product. Both of these tools are equally applicable to the context of digital marketing, and can be easily applied to include digital marketing and product.

The situation analysis for digital marketing bridges the internal audit and competitor research. It answers the question where are we now in terms of our digital marketing (internal v external perspective)? The analysis literally considers your digital marketing situation by considering the fit between internal and external factors. There are similarities with traditional concepts and…

The salesperson can prospect using popular search engines such as Google, Bing or Yahoo. Such searches can generate postcode data (ZIP codes) which can then give an indication of property prices, the level and nature of wealth in an area, people’s professions and levels of education, and much more. Then of course there will be…

Digital Public Relations (DPR) is the use of digital and social technologies to manage the awareness and understanding, reputation and brand of a company or organisation, through the purposeful influence of exposure via digital media.

Digital sales promotion encompasses a huge range of creative promotional ideas and approaches. In fact there are too many to list here;

Display advertising is where an advertiser places an advert on somebody else’s website, in the search engine results or via a third-party advertising system such as Google AdWords.

Learning outcome: By the end of this lesson, you will be able to explain what email marketing is, identify the reasons it remains an effective and cost-efficient channel, and apply core principles for planning and improving an email campaign. What Is Email Marketing? Email marketing is a form of direct digital communication in which a…

The concept of permission marketing is very simple; your visitors or customers agree to opt-in, or sign-up to participate in your organisation’s marketing conversation.

Search Engine Optimization (SEO) is commonly seen as the golden key to huge amounts of website traffic. Marketers need to be aware that SEO is a structured process that on many occasions will improve the amount of traffic that you get your site, but that there is no magic formula to success.

Search marketing can include many aspects of digital marketing and traditional marketing, although it is generally seen to encompass paid placements, Pay-Per-Click (PPC) and Search Engine Optimization (SEO). Since SEO is covered in another lesson, we’ll focus upon paid search and pay-per-click,

Learning outcomeBy the end of this lesson you will be able to explain the content marketing matrix, describe its two axes and four quadrants, and choose content types that actually match a specific marketing goal rather than creating content for its own sake. What Is the Content Marketing Matrix? Marketers produce a huge range of…