1. Chapter 5 focuses on techniques for further improving the popularity of a company’s website pages and discusses various white-hat strategies (as well as looking at the pitfalls of black-hat strategies).
An important component of this is Content Marketing and the chapter presents examples of some companies that have applied some creative ideas to draw visitors to their websites.
What are some of the suggestions to create interesting content that promote/stimulate backlinks?
Can you think of some example websites that have provided creative and attractive content to drive traffic? Have you ever been drawn to a website via a different website you were using?!
1. Chapter 6 discusses the topic of reaching an audience through different media/channels such as email, mobile, and online advertisement, and social media.
The strength of search engine advertising is summed up in one simple fact: companies advertising on search engines only must pay for advertisements that are shown to people who have expressed a genuine and present interest in the product supplied by the advertiser.
Every time a search is performed, the searcher expresses an interest. If a searcher’s interest matches the product or service offered by a company, the corporation wants to advertise to that person.
the online advertisement-the goal of all the advertising, the display included, is to influence the ad recipient to make a purchase, either immediately or in the future.
Email advertisement-To improve consumer response and ROI, a competent email marketer would optimize numerous components of the email content. An overarching constraint of all these actions is that the email marketer must ensure that the company’s emails arrive in the recipient’s inbox and are
not blocked by spam filters, because spam filters may prevent a company’s email from being delivered even when consumers have given permission to email them.
Mobile marketing-Although mobile devices have shortcomings when compared to desktop computers, they also have several crucial advantages, the most important of which being, well, mobility.
Social media
Making Posts on Social Media Profiles
Companies offer content to their social media pages with the goal of either
(1) attracting new customers or
(2) facilitating more purchases by existing customers. Because social media posting can have an impact on search engine rankings, the third goal of regular social media posting is to
(3) supplement SEO efforts.
learning from the information What
do you think is the difference between email spam and email marketing?
How do companies make their social media attractive to customers? which companies profiles do you like the most?
1. In chapter 7 the textbook is focusing on Display Advertising, and how to target the right customers.
The goal of all advertising that is around us every day is to influence the customer to have a reaction and then hopefully make a purchase. As mentioned in the book, you want the ad to be intriguing and interesting, which creates a higher chance of people clicking on the ad. If a person fails to react by not clicking on the ad, it can depend on different things, for example:
–The customer was not interested enough in the advertising.
–The customer did not notice the advertising because of how the website was designed.
–The customer clicked on the advertising, but the page was not quick enough to load up.
These are only a few of many other reasons.
So, imagine yourself when you are at any website and see an advertisement. What makes you interested in reacting to the advertising and click on it? Do you care about color schemes or maybe a catchy headline? And what websites usually provide more relevant ads for you?
4.We learned how to develop an effective strategy by using email list to reach our audience . But also how to propose a content that is relevant and attractive for our clients. Moreover in order to improve the results of your next campaign it is crucial to knowhow to analyze the results and adapt your strategy to
improve your outcome .
Thats why the 2 questions of the day would be related to this last point.
Imagine or take a concrete example ( with a link to share sources with others) and try to explain how a brand is creating a valuable content regarding his objective by using the a goos analysis of their previous marketing campaign.
For you what is the best way to maintain an good and profitable relationship with your customers ?
1. Chapter 8 discusses topics such as, how to create an effective strategy for building a commercial email list, how to create effective content for a commercial email list, how to analyze the results of your email campaign and determine its effectiveness, and lastly outlines the best practices to
prevent emails from being stopped by spam filters.
After reading the content from chapter 8 answer the following questions based on your knowledge.
1. Is it more beneficial for a company to have the option for “opt-in” email subscriptions or “opt-out” email subscriptions, or “double opt-in” email subscriptions? explain your choice.
Is it more or less beneficial for a company to include the option to unsubscribe in every email? explain your reasoning.
1. What is the most effective way to avoid spam filters based on the information presented in the text?
Explain your choice. Which would incorporate into your corporations regime to avoid spam filters?
Only one or more?
2. When Making a purchase in person or online, how likely are you to share your email address with
the retail company? Explain your answer.
3. Chapter 7 talks about Display Advertising and consumer targeting. This chapter goes into details
about the roles of publishes and advertisers, the importance’s of ads on platforms and the
importance of retargeting. In order to have a successful display advertising and for your ads to be
seen certain steps such as:
– managing the impressions of the ads as data collection
– manage target audience for better time management
Imagine that you were working as an advertiser for Instagram and you are trying to sell a product, what would you do to maximize the effectiveness to generate traffic to the website and sell the product to build better display network. Additionally in what way or ways can ad targeting be ineffective.
1. Chapter 9 goes into detail about social media campaign planning and how to implement marketing strategies effectively. It also spoke about the various types of content that a company can choose to use. For example, there is original content, user-generated content, co-created content, and curated
content. All of which was new knowledge to me, and I did not know the difference before. For example, co-creating content is using content that you create with another brand. In return, both accounts get audience reach from each others followers.
Chapter 10 discusses social media marketing on particular sites and apps such as Facebook or (Meta), Instagram, Twitter, Snapchat, and others. LinkedIn, Pinterest, and YouTube were also thoroughly elaborated. In the chapter, the book discusses that the reason why they decided to focus on these 7
specific companies is because of the size and profitability of corporate social media activity that exists on their channels. These are core companies that exist in the U.S. and it is important to recognize how each and every one of them can be used differently for a particular type of content over another.
The first question is from chapter 9.
1. What are the five steps of creating a social media campaign? Which step do you believe is the most crucial?
The second question is from chapter 10.
1. What are the similarities in practices for social media marketing on Instagram versus Twitter? What are the differences? Which do you prefer?
2. After reading chapter 9 please explain the difference between original social media content and curated social media content.
