Objectives Of Digital Marketing: -

v What Is Email Marketing?

        A form of direct marketing that uses electronic means to deliver

       commercial messages to an audience. It is extremely cost-effective, highly 

       targeted, customisable on a mass scale and completely measurable – all of

        which make it one of the most powerful digital marketing tactics.

       Email marketing is a tool for building relationships with both potential and

       existing customers. It should maximise the retention and value of these  

       customers, ultimately leading to greater profitability for the organisation

       as a whole. A targeted, segmented email database means that a brand can

       direct messages at certain sectors of their customer base in order to

       achieve the best results

v What Is Online Advertising?

     Online advertising encompasses advertising in all areas of the Internet - search engine results pages, adverts placed in emails, adverts placed on social networks and adverts on the Google display network.

      The main objective of advertising is to increase sales by raising brand

      awareness online. It can also be more interactive and therefore less

      disruptive than traditional advertising or non-interactive online advertising,

      as users, can choose to engage with the advert or not. Online advertising

     can be optimised by targeting it to certain geographies and specific markets

     and contextualising it.

v What Is Affiliate Marketing?

      Affiliate marketing is a system of reward whereby referrers are given a “finder’s fee” for every referral they give.

      Online, affiliate marketing is widely used to promote websites, with the

      referrers being rewarded for every visitor, subscriber or customer provided       through their efforts. It is thus a useful tactic for branding and acquisition.

v What Is SEO?

     This is the practice of optimising a website in order to rank higher on the search engine results pages. SEO involves working with the parameters set by search engines to ensure that search engines index it when people enter a search term that is relevant for a product or service.

      SEO has a key role to play in acquisition, as it ensures your organisation’s

      offering will appear in the search results, allowing you to reach potential

      customers. A site that is optimised for the search engines is also a site that

      is clear, relevant and well designed. These elements ensure a great user

      experience, meaning that SEO plays a role in retention too.

v What Is PPC?

     In a pay per click or PPC system of advertising, the advertiser only pays for each click on their advert. It is most often used for the advertising on search engine results pages; it is also used in banner advertising (where the advertiser pays per click on their banner). 

      For the advertiser, the beauty of PPC adverts lie in the fact that they are

      keyword based. This means an advert will come up in response to the

      search terms entered by the consumer. PPC therefore, plays a role in

      acquisition and retention. It allows the advertiser to reach people who

      are already in the buying cycle or are expressing interest in what they have

      to offer.

v What Is Social Media?

     Social media, also known as consumer generated media or Web 2.0 are media (in the form of text, visuals and audio) created to be shared. It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer.     

         From a strategic perspective, social media is useful for branding, raising

         awareness of the brand story and allowing the consumer to become

         involved in the story through collaboration. Social media platforms also

         play a role in building awareness, due to their shareable, viral nature.  

         They can also provide crowdsourced feedback via open graphs and   

         social analytics systems.

v What Is ORM?

          Online reputation management (ORM) is the process by which a brand

        monitors, measures and manages the conversations that are happening

        around it online. 

        ORM can have a huge impact on a brand’s reputation and its bottom line.       

        It is only through listening to conversations being arrived out by its customers and potential customers that an organisation can adequately respond and manage its situation in the market. ORM speaks to acquisition, engagement and participation. An effective ORM tool can assist a company in engaging with

       its customers where relevant and providing better service by responding to

       queries and complaints. The insights gained from ORM should be     considered when evaluating and optimising strategic direction.

v What IS WebPR?

      Public relations are a set of functions that foster an organisation’s ability to listen to, appreciate and respond to those people with whom it is exchanging value. While traditional PR focuses on carefully crafted press releases and a controlled release of information, the Internet means that information is freely available to a wider audience, as opposed to a select group of journalists.

         WebPR allows companies to engage in a more immediate form of

         communication. Unlike the traditional press release, WebPR is about 

         connecting with customers. It is used to connect with customers and

          enhance brand awareness, exposure and SEO efforts.