Strategic Marketing EBMA 3715 Unit 11 (Chapter 11)

CYBER AND DIGITAL MARKETINGCHAPTER

11

Learning Outcomes Explain the basic principles of Internet and social media

marketing Discuss how to create and market a company website

and use it as an advertising vehicle Discuss other Internet marketing media and

applications, such as e-mail, podcasting and RSS feeds Describe how a business can use the Internet in one-to-

one marketing and to provide customer service Explain the importance of Web 2.0 and social media

networks from a marketing viewpoint Discuss the role of social media such as Facebook,

blogging, Twitter, LinkedIn, YouTube and MXit, among others, in a marketing campaign

The newest way to come into contact and STAY in contact with your

consumers

Benefits Offered by Digital Media (pg. 411-413)

INTERACTION Customer initiates contact

INTELLIGENCE Allows marketer to collect customer information

INDIVIDUALISATION Marketing messages can be shaped for each individual customer at a LOW

COST INTEGRATION

Can be used to integrate / support/ complement all other marketing efforts INDUSTRY RESTRUCTURING

INDEPENDENCE OF LOCATION Increasing the reach- to a global market

Research is VITAL

Leve

ls of

Com

mitmen

t to

E-Bu

sines

s

CREATING A WEBSITE (PG. 414-420)

Visit http://www.wix.com/

Guidelines for creating a website (pg. 414-420)

Example of a poorly designed website:-Purpose and value to the customer is missing!

-Website structure, layout and appearance needs word. Overly cluttered!

Strategy 1: Simplify Homepage

Reduce clutter by creating tabs / links.

Strategy 2: Eliminate irrelevant content.

Perhaps add up-to-date news articles and auction information. Create a

community blog for others to share their bottle collection.

Strategy 3: Improve appearance

Clear background, as the text is difficult to read on a picture

background

CONTENT

- Provide a variety of useful information.

- E.g. games, quizzes, news, free utilities

COMMUNITY

-Encourage a community to form

-Newsletters, online services etc.

COMMUNICATION

-Provide ways for your customers to reach you

-- WOM, personal greetings, customer service.

COMMERCE

-Make is easier for customers to do

-business with you

-Online payments, pricing plans, delivery schedules

MARKETING THE WEBSITE- SEO

SEARCH ENGINE ADVERTISING

Type in “Google Adwords” into a Google Search Engine and step-by-step guidance will be

provided

Increasing website traffic: (pg. 421) Search engine optimisation (SEO)

• Build a ‘search engine-friendly’ website• Identify relevant keywords• Build keywords into the website• Submitting the website address (URL) to search engines• Linking your website to others• Tweaking the site

Submitting your site to search engines and directories• Crawler-based search engines• Human-powered directories

Establish in-bound links• Negotiate cross-links with other sites• Buy links from other sites

In summary…

Advertising on a website

CREATIVE BANNER ADVERTISING

Other Cyber and Digital Platforms that can be used to reach your audience.

ONLINE GOALS ONLINE STRATEGIESOnline

Advertising

Database

Marketing

Direct E-Mail

Online sales

Viral Marketi

ng

Increase blog comments YES NO YES NO YESGather customer information

NO YES YES YES YES

Improve customer service NO YES YES YES NOIncrease brand name awareness

YES YES YES YES YES

Sell goods or services YES YES YES YES YESEnhance company image POSSIBL

YYES YES YES YES

Engage in suggestive selling

POSSIBLY

YES YES YES YES

Generate sales leads NO NO YES YES YES

12

Social Media

Affiliate

Marketing

Business can become part of the

community- to connect with

customers and resolve problems.

Mobile, SMS, Email & IM Marketing

FREE QR Code Scanners/ Readers

For Blackberry Devices

For iPhone Devices

For ALL Android Devices

For Nokia Devices

Visit http://www.qrstuff.com/

OBSTACLES AND CHALLENGES IN THE USE OF SOCIAL MEDIA

CUSTOMER PERSPECTIVE-Customer Perspective Scorecard for E-Business Firms

( Strauss and Frost, 5th edition)EXAMPLE OF GOALS POSSIBLE MEASURES

Build awareness of the new website service

Number of visitors to the siteSurvey target awareness of service

Engage customers on the site Number of comments, photos or videos posted

Increase number of software downloads from the website

Number of website logs

High customer satisfaction with a website

Survey of target at websiteNumber of visits and activity at site

Increase the amount or frequency of online sales from current customers

Mine the database for change in frequency of purchases over time

Build customer relationships Customer retention percentageNumber of purchases per customer over time

Build communities on the site Number of registrations to communityAmount of content uploaded to user profiles

Increase number of affiliates Number of affiliates over time

DIGITAL

Practical Assignment Instructions

Two Bloemfontein business owners have requested your expertise, to help boost up their current digital marketing strategy. Your group can choose to assess ANY 1 of the two businesses:

Each group will be given time in class to review the business’s current digital platform. Thereafter, you will need to address the following aspects:

http://www.footballfactorybfn.com/https://www.facebook.com/pages/cheekicherri/257162512170

QU

ESTI

ON

S 1. Assess the existing digital platform, in terms of:

a. Content

b. Structure and layout

c. Appearance

[2 x 3 = 6]

2. Provide recommendations as to how the above indicated aspects can be improved:

a. Content

b. Structure and layout

c. Appearance

[2 x 3 = 6]

3. Explain four (4) practical strategies that the company can use, to increase their target audience’s “stickiness” on the current digital platform.

[4 x 2 = 8]

4. Explain how the company can make use of ADDITIONAL digital platforms to

market their website, brand and offerings. Specify which additional platforms you

would recommend and why.

[10]

TOTAL= 30 MARKS