Ch 9 Marketing Communication using Digital Media part 1slide14

Summary

This video script delves into the ninth lesson on digital marketing communication, focusing on distinguishing various types of digital media channels, evaluating their strengths and weaknesses, and adapting them for different marketing communication purposes. It covers online techniques like search engine marketing, affiliate marketing, and online advertising to enhance user engagement and drive sales. The script also discusses the importance of third-party sites in directing traffic to a company's website and the role of consumer recommendations and online opinions in the purchasing process. It further explains search engine marketing strategies, including SEO and SEM, to improve a website's visibility and attract targeted traffic.

Takeaways

• 😀 The session discusses the importance of digital marketing channels in communication and marketing strategies.
• 📈 The script differentiates between various types of digital media channels, emphasizing the evaluation of their strengths and weaknesses for marketing communication purposes.
• 🔍 It highlights the use of search engine marketing, affiliate marketing, and online display advertisements to increase user engagement and drive traffic to organizational websites.
• 🛍️ The presentation shows statistics on the percentage of website traffic coming from different sources, such as direct visits, recommendations, and search engines.
• 🤔 Consumers consider various information sources before making a purchase, including recommendations from known consumers, online reviews, and subscribed emails.
• 🌐 The script explains that consumers can learn about brands online through multiple sources, including mobile devices, social networks, third-party websites, and online recommendations.
• 🔑 Search engine marketing is a significant part of how consumers find and engage with company websites, involving techniques like SEO (Search Engine Optimization) and PPC (Pay-Per-Click) advertising.
• 🔍 SEO is described as a structured approach to improve a company's position in organic search engine results, involving practices like keyword optimization and high-quality content creation.
• 🔗 The importance of backlinks, or off-page optimization, is discussed as a factor in improving a website's ranking by increasing its online reputation and traffic.
• 🛠️ Technical aspects of SEO are covered, including on-page optimization, keyword density, and the role of meta tags and descriptions in search engine ranking.
• 📊 The script also touches on the use of analytics tools like Google Webmaster Tools for tracking keyword performance and understanding the sources of website traffic.

Q & A

What is the main topic of the ninth meeting in the provided transcript?

The main topic of the ninth meeting is about communication in marketing using digital media channels.

What are the learning objectives of the ninth chapter on digital marketing communication?

The learning objectives include distinguishing between various types of digital media channels, evaluating the strengths and weaknesses of each channel, and adapting different types of media for different marketing communication purposes.

What are some digital communication techniques mentioned in the transcript?

Some digital communication techniques mentioned are search engine marketing, affiliate marketing, and online display advertisements to increase user engagement on websites.

How do traditional channels like telephone or visiting a store relate to digital marketing in the transcript?

Traditional channels are used to follow up on the engagement initiated through digital marketing, encouraging potential customers to visit the store or call to make a purchase.

What percentage of website visitors come directly to the website according to the transcript?

According to the transcript, 36.5% of website visitors come directly to the website.

What role do third-party websites play in directing visitors to a company's website, as per the transcript?

Third-party websites often help in directing visitors to a company's website by providing recommendations or through affiliate marketing, which accounts for 21% of the traffic.