Chapter 2: Email Marketing
introduction
o
at its core email marketing is just a tool for CRM
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email marketing is a direct marketing form which utilizes electronic means to
deliver commercial messages to an audience
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the power of email marketing is roote
Chapter 5: Search Engine Marketing
Organic search results
Organic or natural search results are those results not influenced by
financial payment
The success of a search engine is its ability to return good natural search
results
Paid search results
Paid
Chapter 6: Search Engine Optimization
Search engines uses algorithms to rank their results
Companies now offer services whereby they will plan your website to ensure you
land up as high up on the list as possible
This is known as search engine optimizatio
Chapter 4: Affiliated Marketing
The system where people or companies are rewarded for referrals is known as
affiliate marketing
Affiliate marketing is used extensively to promote websites
Companies are usually paid of the ability to redirect customers to
Chapter 7: Pay Per Click Advertising
Pay per click (PPC) advertising is a system where advertiser only pay for each
click on their advert
Its most often found in search engines but can also work for banners
PPC advertising is keyword based and therefore t
Chapter 8: Social Media
Social media is media in any form that is designed to be shared
This means it can be easily commented on, easily sent and there are no costs
with viewing it
How it works
Bookmarking and aggregating
Bookmarking involves saving a web
Chapter 9: Viral Marketing
Viral marketing is a type of WOM which aims at the message spreading
exponentially
It must be easy to pass on the number of people who hear it must grow
exponentially
Viral marketing often hide their true intention
Viral marketi
Chapter 3: Online advertising
Show and sell
Online advertising is advertising on the internet
Advertising hopes to increase sells and improve brand awareness
Online adverting has the benefit of no time or location restrictions and
they can be made to be f
Chapter 10: Online Reputation Management
CGM = consumer generated media
Step 1 listening
Focus groups are no longer need simply searching for forums on the
internet can reveal how consumers truly feel
ORM (online reputation management) keywords allows com
Chapter 11: Web PR
PR is a set a management and technical functions that allow an organization to
strategically listen to and responds to its customers
Traditionally PR manages have had to only deal with controlled means of
communication
Now with the inte
