TEMA 9 DIGITAL MARKETING

With the increased adoption of digital devices by consumers and businesses, digital media
channels have become more important for communications, and for campaigns.

Digital media channels: Online communications technique used to engage web users on third-
party sites, encourage them to visit an organisation’s site or purchase through traditional
channels such as by phone or in store.

Choosing the most cost-effective digital communications techniques and refining them to
attract visitors and new customers is now a major marketing activity, for both online and
multichannel businesses.

The different digital media channels are:

1. SEARCH ENGINE MARKETING (SEM) (Marketing en los motores de búsqueda)

Search engine marketing: Promoting an organisation through search engines to meet
its objectives by delivering relevant content in the search listings for searchers and
encouraging them to click through to a destination site.
There are two types of SEM:
- Search engine optimization (SEO) (Optimización de motores de búsqueda):
approach used to increase the position of a company or its products in the results lists
based on keywords
- Paid search (pay-per-click) marketing (PPC)
It is similar to conventional advertising. An ad with a link to the company's website is
displayed when the customer types in a keyword in a search engine.

What is SEO?
improving positions in the natural listings is dependent on marketers understanding
the process where by search engines. they build an index to crawl (rastrear) the sites
registered in that search engine. the technology used to create the listings have the
following processes:
 - Crawling: (rastreo), The purpose of the crawl is to identify relevant pages and
assess whether they have changed. Crawling is performed by robots (bots) that
are also known as spiders.
- Indexing: An index is created to enable the search engine to rapidly find the
most relevant pages containing the query typed by the searcher.
- Ranking or scoring: consists in sorting (ordenar) the pages containing the
specific words in terms of relevance found in the indexing process.
- Query request and result serving: The user's location is evaluated against his IP
address and a real-time ranking of a given query is then performed to obtain an
ordered list of relevant documents appearing on the search results page.

the two most important factors for good ranking positions in all the main search
engines are:
- Matching between web page copy and the key phrases searched
(Correspondencia entre el texto de la página web y las frases clave buscadas).
The main factors to optimise on are ‘keyword density’, keyword formatting…
etc. The SEO process to improve results in this area is known as on-page
optimisation.
- Links into the page (inbound or backlinks): So pages and sites with more
external links from other sites will be ranked more highly. The quality of the
link is also important, so if links are from a site with a good reputation and
relevant context for the keyphrase, then this is more valuable. The processes to
improve this aspect of SEO are external link building and internal link
architecture.
 Backlinks (vinculo de retroceso): a hyperlink linking one web page to
another web page
 External link building: is a proactive approach to obtain quality links from
third party sites. it is an element of online public relations because it makes
our brand visible on third party sites.
 Internal link architecture: structuring and tagging links within a website to
improve SEO results.

Advantages and disadvantages of SEO

The main benefits of SEO are:
- Significant traffic driver (conductor de trafico significativo). search marketing can
attract a significant proportion of visitors to the site if companies are successful in
implementing it.
- Highly targeted. (altamente orientado) Visitors are searching for particular
products or services so will often have a high intent to purchase´
- Potentially low-cost visitors (Visitantes de bajo coste potencial): the company
has no advertising costs because they do not advertise in other companies but
their cost is to pay the agency that makes sure that the company appears in a
good position in the list.
 - Dynamic. The search engine robots will crawl the home page of popular sites
daily, so new content is included relatively quickly for the most popular pages
of a site.

Some disadvantages of SEO:

- Lack of predictability. Compared with other media, SEO is very unreliable in
terms of the return on investment
- Time for results to be implemented. The results from SEO may take months to
be achieved, especially for new sites.
- Complexity and dynamic nature. search engines take many factors into
account, so there is no direct correlation between marketing action and results.
- Poor for developing awareness in comparison with other media channels.
Searchers already have to be familiar with a brand or service to find it.

Best practice in planning and managing SEO

In this section we will review six of the main approaches used to improve SEO results
by means of different search engine ranking factors.
1. search engine registration (registro de motores de busqueda)
When a new site is launched its pages needs to be crawled for it to be included within the
search engine index and potentially get visibility

2. index inclusion

Ensuring (asegurarse) that as many of the relevant pages are included within the
search engine indexes you are targeting to be listed in.
3. Keyphrase análisis
the key to search engine marketing success is to get the keywords entered in the
search box and direct the user to the most relevant landing page.
some ways to search for keywords is to use: comparatives, adjectives, type of product,
location, etc.
4. on page optimization
Each search engine has many factors, but there are common factors in the keyword
entry and the appearance of those words on the page that influence search engine
rankings.

5. external linking
Boosting (impulsar) externals links from other sites is vital to SEO in competitive
markets. number of links into a page and their quality is a great way of determining
the relevance of a page to searchers. Generally, the more links a page has from good-
quality sites, the better its ranking will be.
6. SEO for mobile devices
Here are some of the key initiatives that marketers need to keep in mind, on mobile
devices. Google has taken many steps to ensure that its search engine users have a
good experience on mobile.
- Page download speed: descarga rapida de la pagina
- Mobile rendering: Google provides developers with testing tools to ensure all
sites render so they are usable on smartphones and tablets as well as desktops.
- Pop-ups and interstitials: promotions appear on some sites when a page loads.
e.g. small ad that appears only for a moment.
- Accelerated Mobile Pages (Páginas móviles aceleradas)

What is paid search marketing?

Definido anteriormente
Paid search marketing is an example of biddable media, where businesses have to bid
(pujar) against other businesses to achieve visibility for their adverts
Paid ads are also available through search engines such as google or yahoo. these ads
are displayed based on the content of the page.
What controls position in paid search?

When ranking links, search engines take into account the number of clicks people
make. The ads with the most clicks appear at the top and those with the fewest clicks
at the bottom or even disappear.

Advantages and disadvantages of paid search marketing

The main benefits of paid search marketing are:

- The advertiser is not paying for the ad to be displayed. wastage is much lower
with paid search compared to traditional advertising. Cost is only incurred
when an ad is clicked on and a visitor is directed to the advertiser’s website.
- PPC advertising is highly targeted (selective). The relevant ad with a link to a
destination web page is only displayed when the user of a search engine types
in a specific phrase so there is limited wastage compared to other media.
- Good accountability. With the right tracking system, the ROI (retorno de la
inversion) for individual keywords can be calculated.
 - Predictable. Traffic, rankings and results are generally stable and predictable in
comparison with SEO.
- Technically simpler than SEO. Position is based on combination of bid amount
and quality score.
- remarketing: google offers a remarketing option through its cookies to show
personalized ads once someone has clicked on another paid search ad or
visited a specific page as a reminder of this.
- Prospecting with customer match: Google can serve ads to people who are
similar in terms of their profile. who are similar in profile and behavior.
- Speed. PPC listings get posted quickly, usually in a few days. SEO results can
take weeks or months to be achieved.
- branding: PPC increases brand sales even if users do not click and only see the
ad.

Disadvantages:
- competitive and expensive. bidding wars (Guerra de pujas) can lead to very
high prices. for smaller companies it may not be profitable to compete.
- inadequate - for companies with smaller budgets or products, it is less cost-
effective to compete
- requires specialized expertise: specific staff is needed to place bids
- managing a PPC account is time-consuming
- irrelevant: many users don't click on sponsored listings because they don't trust
(no se fian) the advertisers.

Best practice in planning and managing paid search marketing

With PPC, as for any other media, media buyers carefully evaluate the advertising
costs in relation to the initial purchase value or lifetime value they feel they will
achieve from the average customer. As well as considering the cost-per-click (CPC),
you need to think about the conversion rate when the visitor arrives at your site.

Optimizing pay per click

some of the main techniques and questions for the digital marketer to ask.
1. TARGETING (dirigirse a )
- Search network strategy. What networks are used?
- Content network strategy. how is the content network used?
- Campaign structure strategy. The structure of the campaign is important to ensure
that searches lead to a targeted advertisement.
- Keyword matching strategy. how are keywords related?
- Search-term targeting strategy. how to target according to the keywords used.

2. BUDGET AND BID MANAGEMENT (gestion de presupuestos y pujas)

- Budget strategy.(estrategia presupuestaria) decide on an appropriate budget to

ensure a return on investment.
- Ad position strategy. what positions do the different keywords target?
- Bidding strategies. What is the maximum cost per click to maximize the effectiveness
of the keywords?
- Dayparting distribution strategy. decide the distribution of ads (times and days that
the ad will appear).
- bid adjustments .this is a tool to simplify advertising between different devices,
locations and times.
- Bid management tool strategy. is a tool used to automate bidding?
- fake clicks can be detected so that the competition does not make too many and
drive our company out of business.

3. CREATING TESTING AND CAMPAIGN OPTIMISATION (pruebas creativas y

optimizacion de campañas)
- Creative and advertising strategy. How are headlines and ad descriptions used to
encourage click-throughs?
- Landing page strategy - how do we improve landing pages?
- Campaign review and optimization strategy. how can we review the campaign for
success?
- Specialized and innovative paid search techniques.

4. COMMUNICATIONS INTEGRATION
- SEO integration strategy. How is SEO integrated with paid search to maximise ROI?

- Affiliate integration strategy. How is affiliate marketing integrated with paid search to
maximise ROI?

- Marketing campaign integration strategy. How are budget and creative changed during
offline campaigns?
2. DIGITAL PUBLIC RELATIONS AND INFLUENCER RELATIONSHIP MANAGEMENT
(Relaciones públicas online y gestión de relaciones con influencers)
What is online public relations?

Digital media have become a very important element of public relations (PR). Public relations
are: The management of the awareness (conocimiento) , understanding and reputation of an
organisation or brand, primarily achieved through influencing exposure in the media.

The main public relations activities are media relations, and influencer management to
influence potential customers.

Digital public relations: Maximising favourable mentions of your company, brands, products or
websites on third-party websites that are likely to be visited by your target audience. Online
PR can extend reach (notoriedad) and awareness of a brand

online influencer outreach is now an important activity to identify companies or individuals

with a strong online following and then use these contacts to influence their audience.

the differences between traditional public relations and online public relations are:

1. The audience is connected to organisations. The communication channel was

unidirectional. The institutions communicated and the audiences consumed the information.
there is now an online dialogue between the company and the consumer.

2. The members of the audience are connected to each other.´

3. The public has access to other information. The Internet makes it easy to compare ads

4. Audiences pull information (inbound marketing). in the past there were limited channels
such as television and radio. nowadays there are many channels and it is more difficult for our
advertisement to be seen.

For the marketer or PR professional managing PR, the main differences are: (Para el
comercializador o el profesional de las relaciones públicas que las gestiona, las principales
diferencias son :

- Less easy to control. there are more places where customers can give their opinion
about the brand.
- Need for faster response. there is a need for a social media listening team to resolve
customer complaints online.
- Opportunities for proactive real-time campaigns. Companies can take advantage of
the public's current interest in breaking news.
- Public interest in breaking news to gain notoriety, sometimes referred to as
"newsjacking".
- Easier to control. when a brand is talked about on the Internet, it is easier to identify it.
Advantages and disadvantages of online public relations
Advantages:
- Reach (alcance). Online public relations is a cheaper way to reach a wider
audience.
- Cost: are less costly since no premises and fewer personnel are required
- Credibility. Comments that are made by a person independent from a company
are considered more authentic and so can help raise trust about an online
provider
- Search engine optimization
- Brand-enhancement and protection. on the internet, customers can make
comments about our brand, favorable mentions from customers will improve
the brand image and vice versa.

Disadvantages: The main disadvantage of online public relations is that it is not a

controlled discipline as the benefits to be obtained are not known, therefore it is a
risky investment.

Best practice for online public relations and IRM

Segmenting influencers
Influencers come in many ‘shapes and sizes’, and some are potentially more influential than
others. there are these types of influence

- Everyday influencers: typical web and social media users who don’t consider
themselves influencers, but can influence friends and colleagues.
- Brand advocates (defensores de la marca): A customer that is highly satisfied with your
product/brand, who tends to spread positive word of mouth, content and
recommendations without being paid to do so.
- Micro-influencers. Have a relatively low reach(alcance) but are highly relevant
- Professional influencers: These influencers have sufficient reach and potential impact
that they are paid, or their content support their business or personal aims
- Macro influencer: This type of influencer is more established, both in personality and
content, and their fame has risen to a level where they are now represented by a
manager or a talent agency
- Celebrity influencers: Also represented by a manager or talent agency, they are
perceived as inspiring and consumers often look to celebrity influencers for guidance
and inspiration.

Blogs and bloggings

Blogs give an effective method for companies to regularly publish articles, images and video to
engage their prospects, customers and influencers.

Blog: An online diary or news source prepared by an individual or a group of people.

Blogs remain important in many business and consumer sectors since they enable a more in-
depth exploration of interest in topics, and many influencers have their own blog.

Podcasts are related to blogs since they can potentially be generated by individuals or media
organisations to voice an opinion either as audio or video.

Mashups: Websites, pages or widgets that combine the content or functionality of one website
or data source with another to create something offering a different type of value to web
users from the separate types of content or functionality.

3. DIGITAL PARTNERSHIPS INCLUDING AFFILIATE MARKETING

Partnerships (asociaciones) are an important part of today's marketing. Working with partner
sites on influencer outreach is a key part of content marketing, SEO and online PR.

Resources need to be dedicated to managing your online partners.

There are three key types of partnerships There are three main types of online partnerships to
manage: co-marketing and influencer outreach (discussed in the previous section); influencer
marketing (discussed in the previous section); affiliate marketing; and online sponsorship.

Affiliate marketing

Affiliate marketing divides marketers and agencies as to its value.

What is affiliate marketing?

Affiliate marketing is the ultimate form of marketing communications since it is what is known
as a ‘payper-performance marketing’ metodo de pago por resultado) method and it’s a
commission-based arrangement where the merchant only pays when they make the sale or
get a lead.

Digital marketers need to be selective in choosing the right forms of affiliate marketing, and
not all may be desirable. These are the options of affiliate marketing models for you to
consider:

- Aggregators: These are the major comparison sites. These aren’t strictly affiliates
- Review sites: These all link to merchants based on cost-per-click or cost-peracquisition
deals.
- Rewards sites: These split (dividen) the commission between the reward (recompense)
site and its visitors
- Voucher code sites: create great deals to generate first time buyers
- Uber bloggers: incredibly popular site due to his PR efforts and great content.
Although he has no ads, he is an affiliate for many sites he recommends
- Everyone else: They don’t tend to be high-volume super-affiliates like all the above,
but they’re collectively important and you can work with them via affiliate networks

Advantages or disadvantages of affiliate marketing

Advantages:

- SERPS visibility. Gain more visibility in the paid and natural listings of the SERPs
 - Reach different audiences. Can use different affiliates to target different audiences,
product categories and related phrases.
- Responsiveness to marketplace changes. (Capacidad de respuesta a los cambios del
mercado) los afiliados pueden ser más receptivos ante nuevos cambios. por ejemplo
son más rápidos en anunciar nuevos productos.
- Target (dirigirse) generic phrases in SERPs. Enables you to reach customers through
generic phrases at a relatively low cost if the affiliates secure better positions in
natural listings.
- Increase reach (alcance) in SERPs. Increase the reach of your brand or campaign since
affiliate ads and links featuring you will be displayed on third-party sites.
- Generate awareness. Can be used to generate awareness of brand or new products for
which a company is not well known.
- Diversity risk. Use of affiliates reduces the risk caused by temporary or more
fundamental problems with your SEM management or other digital marketing
programmes.
- Pay-per-performance. The costs of acquisition can be controlled well.

Disadvantages

- Incremental profit or sales may be limited.

- Affiliates can exploit my brand by bidding on variations of it or gaining presence in the
listings.
- May damage brand reputation. Your ads may be displayed on sites inconsistent with
your brand image, such as gambling or pornography sites.
- management fees (gastos de gestion). using an affiliate network can be very costly to
our company.
- Program management time. Affiliate marketing is about building and maintaining good
relationships and marketers need to talk to their affiliates.

Best practice in planning and managing affiliate marketing

the main affiliate controls to improve affiliate marketing results are:

- Affiliate networks: Third-party brokers(intermediaries de terceros) also known as

affiliate managers who manage recruitment of affiliates and infrastructure to manage
a merchant’s affiliate programme in the form of links, tracking and payment of a range
of affiliates.
- Commission: In affiliate marketing, it is vital that commission is set at such a level that
it incentivises affiliates to preferentially promote a merchant’s products, while at the
same time being profitable.
Earnings per clicks are: a measure of the effectiveness of a site in generating revenue
for the site owner through affiliate marketing through clicks generated.
- Cookie expiry period: Affiliates’ EPC will also depend on the cookie expiry period
agreed on the time between a visitor clicking on the affiliate link and the sale being
accredited to the affiliate. Common times are 7, 30 or 90 days. A longer cookie period
will result in a higher EPC
- Creative and links: The company should review the creative that affiliates use to
promote it because it may be misleading (engañoso) or illegal.
 Online sponsorship (patrocinio en linea)

Online sponsorship is not just about representing real-world deals online.

Paid-for sponsorship of another site, or part of it, especially a portal, for an extended
period is another way to develop permanent links. Co-branding is a lower-cost method of
sponsorship and can exploit synergies between different companies.

Co-branding of sites or emails are closely related to online sponsorship. These contra-
deals, as they are sometimes referred to, typically occur where there is an association
between two brands and they are complementary but not competitive.

4. DIGITAL DISPLAY ADVERTISING (PUBLICIDAD GRÁFICA DIGITAL)

Display advertising involves an advertiser paying for an advertising placement on third-party

sites such as publishers or social networks.

advertising is added on sites to drive traffic to an organization's destination site to drive

subsequent purchase action.

Purchasing ad placements

is when media is bought on a specific site or several sites (ad network) for a given period. can
be bought for the ad to be served on: the run-of-site (the entire site);a section of site;
according to keywords entered on a search engine.

Programmatic ad buying (compra programatica de anuncios)

A major change in online advertising is through the use of new programmatic ad buying
techniques. Programmatic ad buying is: based on Demand Side Platforms (DSPs), which use an
approach called real-time bidding (RTB). Progammatic ads now account for the majority of
online display advertising by large companies.

DSPS: A service that allows you to manage ads across multiple ad networks and exchanges
through a single interface designed to manage reporting and performance. designed to
manage reporting and performance.

Advantages and disadvantages of display

advertising Advantages:

- Reach to drive awareness. Ads enable companies to reach and influence consumers
and businesspeople as they use publisher sites and social networks. The visual imagery
of a display ad can generate awareness about a brand, product or need.
- Direct response. Display advertising can generate an immediate direct response via
click-through to a website
- Retargeting: ads play an important role in reminding people who have already
interacted with the brand and encourage them to buy.
 - Advertising now available for smaller advertisers. Previously, ad buying online was
limited to larger advertisers.
- indirect response: viewers of an ad subsequently (despues) search for the brand or
category.
- Media-multiplier or halo effect. Repeated exposure to ads online, can increase brand
awareness and ultimately purchase intent.

Disadvantages:

- Relatively low click-through rates.( indices de clicks relativamente bajos) When

discussing online ads, many web users will state they ignore ads and find them
intrusive.
- Relatively high costs or low efficiency. When response rates are low and costs are
high, online ads are an inefficient medium.
- Brand reputation. Brands can potentially be damaged in the consumers’ minds if they
are associated with some types of content such as gambling, pornography or racism. It
is difficult to control where our ad appears because ad networks send our ad to many
web sites, especially when using ad networks.

Best practice in planning and managing display ad campaigns

In this section we will review how measurement, targeting and creative can be used to
improve the results from display ad campaigns.

Measurement of display effectiveness (Medición de la eficacia de la visualización)

Different terms are used for measuring banner ad effectiveness. Each time an advertisement is
viewed it is referred to as an advertisement or ad impression.

Reach is the number of unique individuals who see the ad. The cost of ads is usually based on
the CPM or cost per thousand (thousand) ad impressions

direct response to ads is measured through click-through rate. Interaction rate (IR) is a form of
measurement that is unique to display ads

When payment is made according to the number of viewers of a site it is important that the
number of viewers be measured accurately. To do this, independent website auditors are
required.

in new media, the frequency of ads must be decided. fewer ads are needed than in other
media. this is known as effective frequency.

When a user clicks on an ad immediately, this is known as a click-through, which means that
the user will be directed to a page with more information. systems also measure view-through,
which indicates when a user views an ad and subsequently visits a website within a defined
period.
Interactive ad targeting options (Opciones de segmentación de anuncios interactivos)

most display advertising today is programmatic, based on real-time auctions (subastas) so the
ad can be targeted at an individual who is the best fit for the campaign objectives. Traditional
approaches (enfoques) for targeting online ads are through placing ads with the following
criteria:

- On a particular type of site (or part of site). This might be a part that has a specific
visitor profile or type of content
- To target a registered user’s profile.
- At a particular time of day or week.
- To follow users’ behaviour. Behavioural ad targeting is all about relevance –
dynamically serving relevant content, messaging or ads that match the interests of a
site visitor according to inferences about their characteristics.

Ad creative

As with any form of advertising, certain techniques will result in a more effective
advertisement.

some factors that increase click-throughs are: banner size; the length of the message;
promotional incentive ;animation; action phrase (commonly call to action); company
branding/logo.

5. DIGITAL MESSAGING INCLUDING EMAIL MARKETING AND MOBILE MESSAGING

email and mobile messaging are a push media means of communication between the
company and customers and prospects.

What is email marketing?

When making e-mail marketing communication plans the following should be taken into
account: outbound email marketing ( Emails are sent to customers and prospects from an
organization.) and inbound email marketing (Management of customer emails by an
organization.).

Opt-in email options for customer acquisition (Opciones de correo electrónico para la
captación de clients)

For acquiring new visitors and customers to a site, there are three main options for email
marketing:

- Cold email campaign. In this case, the client receives an opt-in email from an
organisation that has rented
- Co-branded email (correo electronico de marca compartida). Here, the recipient
receives an email with an offer from a company they have an affinity with and from
whom they have agreed to receive ads
 - Third-party e-newsletter. our company advertises through another company's e-mail.
in the form of an advertisement, sponsorship or public relations.

Opt-in email options for prospect conversion and customer retention (house list)

Email is most widely used as a prospect conversion and customer retention tool using an opt-
in house list of prospects and customers who have given permission to an organisation to
contact them.

Some options for in-house email marketing include:

- Conversion email. Someone visits a website and expresses interest in a product or

service by registering and providing their email address, even if they don't buy. by
registering and providing their email address, even if they do not purchase. Company
e-mails can be sent to persuade the recipient to try the service or purchase.
- Regular e-newsletter type. The frequencies and content of our ads are revised to
target different audiences and segments.
- Internal list campaign: Periodic emails that are used to achieve certain objectives
such as testing a new product.
- Event-triggered or behavioural emails and sequences: marketing automation services
send emails with automated messages such as a welcome message.

Advantages and disadvantages of email

marketing Advantages

- Relatively low cost of fulfilment. The physical costs of email are substantially less than
direct mail.
- Direct-response medium encourages immediate action. Email marketing encourages
click-through to a website. For this reason, it is one of the best methods of attracting
existing customers to return to a site (it’s a push media).
- Faster campaign deployment. Lead times for producing creative and the whole
campaign lifecycle tend to be shorter than traditional media
- Easy of personalisation. It is easier and cheaper to personalise email than for physical
media, and also than for a website.
- Options for testing. It is relatively easy and cost-effective to test different email
creative and messaging
- integration. Through combining email marketing with other direct media that can be
personalised, such as direct mail, mobile messaging…

disadvantages

- Deliverability. (entregabilidad) Difficulty of getting messages delivered through

different Internet service providers
- Rendering. Difficulty in displaying creative as intended in e-mail
- Email response decay. Email recipients are most responsive when they first subscribe
to an email but it is difficult to keep them engaged.
- Communications preferences. Recipients will have different preferences for email
offers, content and frequency that affect engagement and response.
- Resource intensive. it takes a lot of human and technological resources to carry out e-
mail.
Best practice in planning and managing email marketing

In this section we will review how measurement, targeting and creative can be used to
improve the results from email marketing

Email service providers: Provide a web-based service used by marketers to manage their email
activities.

Measuring email marketing: The key measures for email marketing are:

- Delivery rate (here indicated by "no bounce rate"). mails that have reached
(enviados) their addressee without any problem.
- Open rate: It is an indication of how many customers open an email
- Click-through or click rate. This is the number of people who click-through on the
email
- List engagement

Practical issues in managing email marketing (Cuestiones prácticas de la gestión del

marketing por correo electrónico)

Two of the main practical challenges for email marketers or their agencies to manage are
deliverability (entregabilidad) and renderability. (capacidad de representacion)

Deliverability: ensure (asegurarse) that e-mail messages reach the addressee and are not
blocked by SPAM

Renderability: The capability of an email to display correctly formatted in different email

readers on desktop and mobile devices.

It is also important that email marketers do not use keywords in their emails that may identify
them as spam

List management

Email marketers need to work hard to improve the quality of their list. Respondents believed
that the data and its selection accounted for over half of a campaign’s success.

Mobile text messaging and mobile push notifications

the amount of marketing investment and levels of activity in email marketing is far higher than
in mobile text messaging.

it enables more complex, visual messages to be delivered. where a mobile app is the primary
platform for interacting with consumers, mobile push notifications can be more engaging than
emails.

6. SOCIAL MEDIA AND VIRAL MARKETING

Social media marketing is an important category of digital marketing that consists of fostering
communication with customers on the company's own site or on social networks. It can be
applied as a traditional broadcast medium: for example, companies can use Facebook or
Twitter to send messages to customers or partners who follow them.

to take advantage of social media it is important to start engaging in customer conversations.

this way the company can get to know the customer better and increase the company's
performance.

Viral marketing

Viral marketing is a specific approach that involves harnessing the network effect of the
Internet and can be effective in reaching a large number of people rapidly as a marketing
message is quickly transmitted to many people in the same way. When planning integrated
campaigns, it is important to note that the online viral affect can be amplified through offline
media.

las principales tecnicas para facilitar el WOM (conseguir que la gente hable de nuestra marca o
producto)

- Buzz marketing. Using high-profile entertainment or news to get people to talk about your
brand.

- Viral marketing. Creating entertaining or informative messages .

- Community marketing. Forming or supporting communities that are likely to share interests
about the brand (fans club)

- Marketing de influenciadores. Identificar las comunidades clave y los líderes de opinión que
pueden hablar de productos y tienen la capacidad de influir en las opiniones de los demás.

- Creación de conversaciones. Publicidad interesante o divertida, correos electrónicos,

eslóganes, entretenimiento o promociones diseñadas para iniciar la actividad de boca en boca.

- Blogging de marca. Creación de blogs de comunicación abierta, para compartir información

de valor de la que pueda hablar la comunidad de blogs.

- Programas de recomendación. Crear herramientas que permitan a los clientes satisfechos

recomendar a sus amigos.

ADVANTES AND DISADVANTAGES = PUBLIC RELATIONS

Best practice in planning and managing viral marketing

To make a viral campaign effective, three things are needed:

- Creative material: This includes the creative message or offer and how it is
disseminated.
- Seeding. Identification of websites, blogs or people to email to initiate propagation.
- Tracking. To monitor the effect, to evaluate the return on cost.
7. OFFLINE PROMOTION TECHNIQUES

Offline promotion: Using traditional media such as TV, radio and print to direct visitors to an
online presence.

Advantages and disadvantages of using offline communications to support e-commerce:

Offline communications work; they are effective in achieving four critical things:

- Reach: since newspaper, TV and postal communications are used by virtually all
consumers.
- Brand awareness: through using high-impact visuals.
- Emotional connection: with brand, again through visuals and sounds.
- Explanation: of the online value proposition for a brand.

the disadvantages of offline communications are:

- Higher cost
- Higher wastage. because the company is not assured that all of its customers will see
the ad.
- Poorer targeting. the target customer segmentation of our product is more specific
online
- poorer accountability. reviewing consumer feedback offline is costly.
- Less detailed information. it is easier to provide detailed product information online.
- Less personalization. Although direct mail can be personalized, personalization is
easier online.
- Less interactive experience. Most offline communications are one-way.