Digital marketing essay.docx - Table of Contents QUESTION 1.2 1.1 An essay on whether Santam is exploiting all the practical benefits of digital

Digital marketing essay.docx - Table of Contents QUESTION...

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Table of Contents QUESTION 1 ................................................................................................................ 2 1.1 An essay on whether Santam is exploiting all the practical benefits of digital marketing ..................................................................................................... 2 INTRODUCTION .......................................................................................................... 2 1.1 Comparison of different media channels ........................................................ 2 1.2 Santam’s business objectives ......................................................................... 4 1.3 The use of the 6 I’s to Santam ........................................................................ 5 CONCLUSION .............................................................................................................. 7 BIBLIOGRAPHY .......................................................................................................... 7 1
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QUESTION 1 1.1 Essay on Santam use of different media channels and practical benefits of digital marketing. INTRODUCTION “Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?” – Ann Handley. Business Dictionary defines digital marketing as the promotion of products or brands via one or more forms of electronic media, for example internet and social media. Robbo75 (2013) states the following as benefits of digital marketing; reduction of costs, simple to measure, real time results, brand development, viral, not intrusive, greater engagement and far greater exposure. In this essay, the writer shall evaluate whether Santam is exploiting all the practical benefits of digital marketing. 1.1 Comparison of different media channels According to Chaffey & Ellis-Chadwick (2016: 32-33), the following are the key types of digital media channels: 1. Search engine Marketing- Solely referred to as paid search; placing message on a search engine to encourage click-through to a website when the user types a specific word or keyword. The writer typed in the key word insurance, to which the first popped out insurance on google was OUTinsurance, followed by Discovery, Hollard, Hippo, dial Direct, Miway, King Price and then Santam (Picture 1). OUTinsurance capitalised their use of search engine as they were the first listed on google. However, the writer saw that both companies make use of search engine as they were listed on the first page, even though Santam was on the bottom of that first page. 2. Online PR- improving results by maximizing positive mentions on third-party websites such as social networks and also including a direct responding to negative mentions through sites such as blogs and and social media. In terms of online PR for Santam, the writer visited the Santam Facebook page which had 40334 likes, with 3345 people talking about it (Picture 2) and 40158 people following the page. Furthermore, the writer concluded that the people that share the Santam posts are significantly low; on average the page gets below 60 shares, however that has not 2
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been a negative impact on the page as the posts gets likes and comments (Picture 3). Santam rely heavily on social media platforms to communicate to their customers. According to the scenario, the Santam blog gets over 18 500 people that visit the blog. The writer visited the blog to see the activity and posts that are mentioned there but to no avail, due to the blog not being found (Picture 4). Many businesses are using social platforms such as Facebook to interact with their customers and find new customers, for example Miway (Picture 5). The writer saw the suggestion on Facebook to like the page.
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