MKT1002/MKT1026

Lecture Material 13.2 – Part 2

Digital Marketing
The Tools of
Digital Marketing: Email

Social
Media Websites
Advertising

Digital
Social
Toolkit
Online PR
Networks

Search
Blogs Engine
Marketing
Websites
 There are over 1.5
billion websites on the world wide
web today.

Of these, less than 200 million are

active (internetlivestats)
• Websites are TOTALLY under the control of the organisation

• Websites exist for many reasons and can provide dynamic insights into organisations. They can
share:

• The aims of the organisation (about us)

• Who works there (our team)
• What they do (our work)
• Who they work for (our customers)

• Shopping websites offer opportunities to instantly buy online which can be enhanced with:

• Multiple product images

• Videos showing different product views
• Verified reviews
• Options for customers to get in touch
Key factors to successful websites are:

(1)A clear purpose and aim (acquisition, conversion, retention)

(2)An understanding of their target audience (speaks to personas)

(3)Regular updates (CMS – easy to do)

(4)Website usability (UX testing)

Online PR
The changing face of PR

• 24/7 news
• The internet as a news channel
• The rise of citizen journalists
• Fake news
24/7 News
• Every minute of every day – smartphones

• BBC, Sky News etc all offer instant news via their apps

• Personalised news options – by using news feed aggregators you can

create your worn personalised news feed

Citizen Journalists
• Lee (2016) coined the term

• Ordinary people – like me and you, can contribute to the process of

news production and distribution as citizen journalists by promptly posting and
spreading what they know

• #HelpAJournalist on Twitter – positively encouraged to contact reporters directly

about their stories
Fake News
• Not something new

• Propaganda or misinformation

• Elections, Trump – fake news emerged

• Discredit people, policies

• Shared quickly and people believe it!

Search Engines
Search Engines

• 80% of desktop searches uses

Google (Statista, 2018)

• Search engines vary in usage

throughout the world as to which
are the most popular
Search Engines
• Imagine the World Wide Web as a network of stops in a
big city subway system

• Each stop is a unique document (usually a web page, but

sometimes a PDF, JPG, or other file)

• The search engines need a way to “crawl” the entire city

and find all the stops along the way, so they use the best
path available—links

• The content is returned in microseconds in pages called

SERPS – Search Engine Results Pages and usually to go the
“landing page”
Search Marketing
• Improving an organisations place in the search engines

• The words used by a person searching are called keywords or key phrases and these can extend to whole sentences
not just words

• Google has over 40,000k searches every second (Internet Live stats)

• Search Engines decide which pages to rank higher on the page based on an ALGORITHM

• Closely guarded secrets – Google never release it yet they make incremental changes on a daily basis

• Agencies know what to do and learn how to react

• Google reward content that is up to date, relevant, how closely it matches the search

• TWO elements to Search Engine Marketing – SEO and SEM

 SEO
“Search engine
optimization (SEO) is the
practice of increasing the
quantity and quality of
traffic to your website
through organic search Organic search is based on unpaid,
engine results.” natural rankings determined
by search engine algorithms, and
can be optimized with various SEO
practices
Organic Searches – on page SEO
SEM – otherwise known as PPC,
Paid Search
Paid search allows you
to pay to have your
website displayed on
the search engine
results page when
someone types in
specific keywords or
phrases
Blogs
Blogs
• Used to be a hard and expensive way of communicating

• But as CMS evolved (Content Management Systems) free blogging sites

have become more common

• Blogger and WordPress are great examples – and ones you should
consider for your own development!

• Can be free to set up and create content immediately

• Costs – time to develop content, licensing fees and or images and time
to promote the blog when published

• Most organisations have a blog within rather than outside their website

• Blog feeds are good for the algorithm's

• Can be shared repeatedly

Social Networks –
Social Media
Marketing
 Social
Networks
– Social
Media
 Next week –
lecture on Social
Media
Marketing and
F-Commerce
Learning Objectives:

(1) Define digital marketing and discuss its rapid growth

(2) Describe the benefits to customers and companies of Digital Marketing

(3) Understand generational cohorts and their effect on marketing

(4) Provide examples of digital disruption

(5) Identify and discuss the major forms of Digital Marketing

Guided Reading and Activities
• Chapter 11 of textbook within the Revel software – specifically focussing on the Digital Marketing (section 11.3)

• Look at the References list at the end of the chapter to carry out any additional reading

• Go onto your LinkedIn Learning account (NUBS students only) and search Direct Marketing

Or specific Digital Marketing texts such as:

Semester Lec no Timetable Wk Non Synchronous Online Lecture Material
22 01/02/2021 Branding
23 08/02/2021 Promotion: Advertising and Sales Promotion
24 15/02/2021 Promotion: Direct and Digital Marketing
25 22/02/2021 Promotion: Digital Marketing continued
Enrichment Week
27 08/03/2021 Promotion: Social Media Marketing
2
28 15/03/2021 Promotion: Personal Selling, PR and Sponsorship
29 22/03/2021 Marketing Strategy and Planning
Easter Break (4 weeks)
34 26/04/2021 Services and Non Profit Marketing
35 03/05/2021 The Global Marketplace
36 10/05/2021 Not Applicable

The next session to be uploaded to Canvas will be slides for Lecture 14 Social Media Marketing

This content will go on Canvas on Tuesday 2 nd March at 12pm for reading/watching by the end of w/c 8th March (14th)
Any questions?

• Email me at dawn.mccartie@newcastle.ac.uk

• Don’t forget – seminars w/c 22 February, 15 March, 26 April and 10 May

• Synchronous sessions with me (same w/c as above) – more details for each will be sent out
via Canvas announcements