![QUESTIONS
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](https://image.slidesharecdn.com/ebma3715chapter11blackboardslides-151026111237-lva1-app6891/85/Strategic-Marketing-EBMA-3715-Unit-11-Chapter-11-61-320.jpg)
Strategic Marketing EBMA 3715 Unit 11 (Chapter 11)
- 2. 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,
- 3. The newest way to come into contact and STAY in contact with your consumers
- 6. 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 INDUSTRYRESTRUCTURING INDEPENDENCEOFLOCATION Increasing the reach- to a global market
- 13. CREATING A WEBSITE (PG. 414-420)
- 17. Guidelines forcreating a website (pg. 414-420)
- 18. 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
- 22. 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 schedule
- 28. Type in “GoogleAdwords” into a Google Search Engine and step-by- step guidance will be provided
- 30. 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
- 31. In summary…
- 34. Other Cyber and Digital Platforms that can be used to reach your audience.
- 36. ONLINE GOALS ONLINE STRATEGIES Online Advertising Database Marketing Direct E-Mail Online sales Viral Marketin g Increase blog comments YES NO YES NO YES Gather customer information NO YES YES YES YES Improve customer service NO YES YES YES NO Increase brand name awareness YES YES YES YES YES Sell goods or services YES YES YES YES YES Enhance company image POSSIBL Y YES YES YES YES Engage in suggestive selling POSSIBL Y YES YES YES YES Generate sales leads NO NO YES YES YES 1 2
- 40. Social Media
- 47. Business can become part of the community- to connect with customers and resolve problems.
- 48. Mobile, SMS, Email & IM Marketing
- 52. FREE QR Code Scanners/ Readers For Blackberry Devices ForiPhoneDevices For ALL Android Devices For Nokia Devices
- 55. OBSTACLES AND CHALLENGES IN THE USE OF SOCIAL MEDIA
- 58. CUSTOMERPERSPECTIVE -CustomerPerspective Scorecard forE-Business Firms ( Strauss and Frost, 5th edition) EXAMPLEOFGOALS POSSIBLEMEASURES Build awareness of the new website service Number of visitors to the site Survey 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 website Number 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 percentage Number of purchases per customer over time Build communities on the site Number of registrations to community Amount of content uploaded to user profiles
- 59. DIGITAL
- 60. 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
- 61. QUESTIONS 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
Editor's Notes
- #4: Why is digital and cyber marketing the newest way to reach your audience?
- #5: Latest Statistics on Online usage bahaviour
- #6: So many avenues – all have benefits of their own…
- #8: To maximise these benefits, you don’t have to use ALL the digital/cyber platforms. KNOW YOUR TARGET MARKET!!!! Knowledge and skills and relevance of the platform!
- #9: To help you chose which to use, get to know your audience better!
- #10: Can Digital Marketing work in SA- What are South African’s using most?
- #23: Give users a reason to return! How to increase website stickiness (pg. 418-420)
- #25: Google Ad’s video
- #38: E-mail marketing Formats: Plain text e-mail Rich text (HTML) Marketing applications Mailing lists E-mail newsletters Opt-in mail Junk mail Measuring e-mail marketing results Bounce rate Click-through rate View rate Referral rate Opt-out rate
- #39: Podcasting The communications role of podcasting The benefits Needs no investment in new hardware New advertising opportunities The possibility of on-demand broadcasting Requires very little investment
- #40: RSS Feeds Really Simple Syndication (RSS 2.0) Rich Site Summary (RSS 0.91 and RSS 1.0) RDF Site Summary (RSS 0.9 and RSS 1.0) RSS is a simple XML-based (eXtensible Markup Language) system that allows users to subscribe to their favourite websites
- #41: Benefits derived from social media involvement: Unparalleled access to information Enhanced brand awareness and perception Better engagement with customers, employees and business partners Collaboration Richer user experience Improved Web metrics Increased control over the company’s marketplace message Enhanced conversation possibilities Enhanced ceffects of other media The unique characteristics of social media Authenticity Transparency Immediacy Participation Connectedness Accountability
- #42: The Lot shares it’s Secret Sales on Facebook
- #43: ImBroke..but why ? is an online catalog of creative, geeky or out of the ordinary products online. ThisisWhyImBroke earns certain affiliate commissions once the "Check it Out" button is clicked. Most affiliate links on the website are through the Amazon.com affiliate marketing program.
- #44: Customer’s contribution and participation in Instagram competitions
- #45: Check in feature on Facebook
- #46: In order for a customer to be able to “Check-In” while at your business, you will need to have your business registered on Facebook.
- #47: Example of an online community: Tripadvisor. Branded online communities Service and support community Developer/ partner community Affinity/ loyalty community (community of interest) Professional-peer community (community of practice) Private community Creating a community through the use of social media Start off with goals and objectives Determine the probable visitors to the site and the visitor profile Inactives Spectators Joiners Collectors Critics Creators Relationships and engagement Listening Talking Energising Supporting Embracing
- #52: A mobile marketing trend is that of QR codes. A two dimensional barcode which can be scanned by any smart phone device, equipped with a QR code scanner/reader.
- #54: You can make your own QR codes too!
- #57: Problems and Challanges
- #58: How can we test whether these digital marketing initiatives really work?