Topics
• The four key 3-letter acronyms– SEO– SEM– SMM– SMA
• Objective based digital marketing• Case Study Scenario
Four key 3-letter acronyms to the web marketing world
SEOSEARCH ENGINE OPTIMISATION
SEO
• Slower results• More powerful results (in most cases)• Achieved by a number of on-site and offsite
activities• Expensive and time consuming but benefits
are quite high
SEO
• Optimizing content on the website (keyword density & quality)
• Optimizing site structure (links + html structure)
• Offsite activities:– Back linking (obtaining links from relevant sites +
articles)– Authoring Articles related to topic off site with
links
SEMSEARCH ENGINE MARKETING
SEM
• Immediate results• Only pay for what is clicked• Responsive (can be changed fast)• Can be used for more campaign specific
models• Can be overlooked• Expensive long term, cost-effective short term
SEM
• Multiple models of marketing:– Search Marketing (within Google Search results)– Site Marketing (within the Google display
network)
SMMSOCIAL MEDIA MARKETING
SMM
• Purpose specific• Brand strengthening• Market specific
SMM
• Examples of effective SMM:– WotIf
Day 1 Day 2
SMASOCIAL MEDIA ADVERTISING
SMA
• Very targeted• Used for campaigns/ specific products• Can be used for brand awareness• Can be linked to Social Media Page/ Landing
page
SMA
• Examples of effective SMA:
OBJECTIVE BASED DIGITAL MARKETING (OBDM)
What is OBDM
• The name implies all that is involved. In the digital marketing sphere object oriented (or based) Digital marketing works towards achieving a goal via digital marketing means
Objective
Budget
SWOT
Choice of mediums
Implementation
Testing
Alteration
ROI assessment
FAKE CASE STUDY EXAMPLE
Objective
Budget
SWOT
Choice of mediums
Implementation
Testing
Alteration
ROI assessment
SELL 10,000 UNITS OF PENS @ $1.50 ea (cost $0.20 ea)
$8,000 (over 6 months)
SWOT (product analysis)
(__________)
(__________)
(__________)
(__________)
ROI assessment