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Chapter 9
Global Marketing (MKT633)
North South University
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Chapter 9 - Marketing communications
using digital media channels
- What are the different types of digital channels?
There are many different types of digital channels that can be used by a business to use in online campaigns.
- Search engine marketing (SEM) - This is used to gain top ratings on the search engines or the use of pay-per-click.
- Online public relations (e-PR) - Exposing the business to third party websites such as social websites to maximize the number of people hearing about a product or service.
- Online partnerships including marketing - This is used to build long term relationships with other companies that can expose the product or service being offered.
- Interactive display advertising - The use of ads on other websites to draw people to the company's website through pay-per-click advertising.
- Op-in email marketing - The use of email to communicate to customers that have signed up for e-newsletters or product updates through the company's website.
- Viral and electronic word-of-mouth marketing - The use of Internet to create a massive awareness of a product or service through the use of video, social media, etc.
- What is the advantages and disadvantages of opt-in email marketing?
There are many advantages and disadvantages of using opt-in email marketing by a business. One advantage of opt-in email marketing includes the relatively low cost of the use of e-mail to reach many people compared to using direct marketing. Another advantage includes the response time of the customers because it requires an immediate response by the customers. In this case, the company can make an immediate offer and this will most likely create an immediate response by the customer to buy the product or service being offered. Opt-in email marketing also is a faster way to create campaigns and it is very easy to personalize to the needs of the customers. This type of marketing allows the business to test different markets very easily, without spending a large amount of money, and can be mixed in with other types of channels very easily.
There are also some disadvantages that come along with the use of opt-in email marketing. One such disadvantage includes the sometimes difficulty of getting the emails through ISP's corporate firewalls and webmail systems. Since there is so much SPAM that is created on a daily basis, many businesses create rules that move these types of email into a junk folder, which may cause the customer to never receive the emails. Another disadvantage includes the difficulty to display the creative parts of the emails being sent to the customers. This may not allow the customer to be able to read the email,
which in most cases will cause the customer to disregard the email. There is also a chance of email response decay, which is when the customer tends to lose interest in the product or service. Since customers are most interested in the product or service when they first sign up for a product or service, this tends to fade as time goes on. Lastly, there tend to be customers who tend to respond to communication in different ways and a company has to manage this by using preferences that customers can use to create personalization.
- What is the difference between traditional PR and online PR?
There are a few differences that can be determined between the traditional PR and online PR campaign. In the traditional PR campaign, most or all of the customers were detached from the business. Traditionally, the business would offer press releases to keep the customer engaged in the product or service, but since the invention of the Internet, this has changed. Online PR has provided a way for the customer to stay engaged to the business through different channels such as social media.
Another difference can be attributed to the relationships between the business and the customer. In traditional PR, the customer was not connected to the other customers, but in online PR this has changed. Customers of a business are now engaged with each other through different forms of online channels. With the relationships between the customers, there has been more word-of- mouth PR that keeps the customers aware of products and services more than ever.
Traditionally, customers did not have access to the information to make informed decisions about the product or services. Today, the Internet has given customers a plethora of information, which they can use to make informed decisions on the product or services they are interested in. Now, customers have a wide variety of places to get the information, so they can educate themselves, understand other customers' experiences, and make better decisions from the information.
- Which digital communications media should we select for different types of campaigns? o Search Engine Marketing (SEM) can be used in natural search engine optimization, pay-per-click, and aggrigation websites. o Online Public Relations (e-PR) can be used in syndicating news about products, services, or the company. This can also be to manage online opinion polls, manage consumer participation on social media or blogs. o Online partnerships including affiliated marketing is used for commission based campaigns and for creating long-term relationships with sponsors, link- building, and editorials about the company or products. o Interactive display advertising can be used in behavior targeting campaigns where the company wants to see the responses of the consumers using the products or services. o Opt-in email markeing can be used to engage the customers through e- newsletters, product or service updates, or rentention and growth activities.
Chapter 9
Course: Global Marketing (MKT633)
University: North South University
