39 Questions
What is the primary goal of Search Engine Optimization (SEO)?
To improve website ranking on search engines
Paid inclusions guarantee a top ranking on search engines.
False
What is the primary difference between organic and paid listings on search engines?
Organic listings are not sold, while paid listings are sold to advertisers
Social media marketing uses social media platforms to create and foster ______________________ and relationships.
communities
Match the social media platforms with their characteristics:
Facebook = Create events like recent activities, upcoming events, etc. Twitter = Build strong and powerful relationships with prospective customers
What is the primary focus of Search Engine Marketing (SEM)?
Creating paid listings on search engines
Social media marketing is only used for brand awareness.
False
What is the primary benefit of using paid inclusions on search engines?
Guaranteed inclusion in a search engine's index
On Facebook, you can create a ______________________ to promote your business.
page
What is the primary goal of Internet Advertising?
To generate leads and sales
What is the primary reason for establishing an online presence?
To accomplish business goals
The dot-com bubble of 1995-2002 made the internet an unviable marketing tool.
False
What is online presence defined as?
The sum of all identities one has created, both personal and business driven, and the interactions those identities have established, and participated in, online.
Before the social media boom, marketers thought social media was just another ______________ that would soon pass.
fad
What was the primary activity of Netizens in the 1970s and 1980s?
Online forums and dating sites
Match the following online activities with their descriptions:
Browse the Internet = Send and read email = Use a search engine = Research products/services =
A website is not essential for establishing an online presence.
False
What is the main reason businesses create websites?
To establish an online presence and accomplish business goals.
What was the outcome of the dot-com bubble of 1995-2002?
The internet became a viable marketing tool
In 2003-2004, the arrival of social media sites like Facebook, Linkedin, and Myspace initiated the shift of internet users from ______________ to social networking sites.
multiplayer online games
What is the primary goal of educating followers about a new product on social media?
To create awareness and necessity
Posting updates with links to the desired landing page is not a part of social media marketing.
False
What is the primary goal of mobile marketing?
To reach customers or constituents on portable devices wherever they may be.
In social media marketing, we can create a _______________ to gain followers and ask for opinions and reviews.
profile
Match the following social media platforms with their primary uses:
WhatsApp = Personal messaging Instagram = Visual content sharing BBM = Business messaging
What is one way to gain followers on Twitter?
By following the followers of experts, gurus, or competitors
Creating a page on social media platforms is not a part of social media marketing.
False
What is the primary consideration in creating a mobile marketing strategy?
Identifying the user's needs and behaviors
In social media marketing, we can create _______________ to educate followers about our products or organizations.
buzz
What is one of the benefits of having an online presence?
All of the above
Social media is a traditional form of marketing.
False
What is the primary goal of search engine optimization (SEO)?
To get a webpage ranked highly on major search engines
When creating a social media profile, it is important to have a profile picture that is _______________________.
relevant/brand image
Match the following marketing types with their descriptions:
Traditional Marketing = Television, radio, newspapers, magazines, billboards, direct mail Internet Marketing = Video sharing, websites, blogs, social networks, widgets, search advertising, direct email
What is one of the risks of having an online presence?
Negative feedback
Having a website is not necessary for an online presence.
False
What is the purpose of search engine marketing?
To get traffic from the paid listings on search engines
When setting up a website, it is important to _______________________ it for search engines.
optimize
What is one of the steps to building a solid online presence?
Creating social media profiles and accounts
Study Notes
Setting up Digital Presence
- Entrepreneurs can learn how to create an online presence, sell products and services electronically, and utilize online applications for marketing.
Internet Activities
- Internet activities include browsing, sending and reading emails, using search engines, researching products and services, checking the weather, buying products, getting news, making travel reservations, and watching videos.
Developing an Online Presence
- To develop an online strategy, ask questions such as:
- Do I need a website or other online presence?
- What do I want to accomplish by establishing an online presence?
- What is online presence?
- Online presence is the sum of all identities one has created, both personal and business-driven, and the interactions those identities have established and participated in online.
Evolution of Social Media for Business
- Before the social media boom, marketers thought social media was a fad that would pass.
- In the 1970s and 1980s, people spent time on social networks like dating sites and online forums.
- The dot-com bubble of 1995-2002 allowed the internet to become a viable marketing tool.
- In 2003-2004, social media sites like Facebook, LinkedIn, and Myspace initiated the shift of internet users from multiplayer online games to social networking sites.
- Business eventually picked up on the positive effects of social media presence on e-commerce.
Business Reasons for Being Online
- Marketing: increasing the breadth of marketing options
- Customer Support: providing information or education to customers about products and services
- Sales: providing a means for purchasing products and services
Pros and Cons of Online Presence
- Pros:
- Reduced marketing cost
- Increased sales
- Increased traffic to website
- Improved ranking on search engines
- Greater customer engagement
- Opportunity for customer feedback
- Opportunity to conduct market research about customers
- Improved networking opportunities with customers and other businesses
- Cons:
- Social media is immediate and needs daily monitoring
- Additional resources may be needed to manage online presence
- Real benefits may not come if online presence is not well managed
- Risks include negative feedback, hacking, etc.
Traditional vs Internet Marketing
- Traditional marketing: television, radio, newspapers, magazines, billboards, direct mail
- Internet marketing: video sharing, websites, blogs, micro-blogs, social networks, widgets, search advertising, direct email
Steps to Building a Solid Online Presence
- Website optimization:
- Why you need a website
- Rules to follow when setting up a website
- What to upload on your website
- Creating social media profiles and accounts:
- Create a social media profile handle that best describes your brand
- Know where your target audience hangs out
- Complete all social media profile bio
- Put relevant/brand image on your profile picture
- Search engine optimization (SEO):
- SEO is the art/science of getting a webpage ranked highly on major search engines
- SEO is the process of getting traffic from “free,” “organic,” “editorial” or “natural” listings on search engines
- Why SEO?
- SEO recipes: on-page factors, keyword analysis, site mechanics, content mechanics, inbound and outbound linking
- Search engine marketing (SEM):
- These are paid listings that search engines sell to advertisers
- Paid inclusions: advertising programs where pages are guaranteed to be included in a search engine's index in exchange for payment
- Paid placements: advertising programs where listings are guaranteed to appear in organic listings
- Internet advertising:
- What is your strategy?
- Which platform promotes better?
- How would you promote your business online?
- How would you locate your target audience?
Social Media Marketing
- Social media marketing uses social media platforms to create and foster communities and relationships.
- It focuses on creating content that attracts attention and encourages readers to share content with their social networks.
Social Media Marketing using Facebook
- Create a page for a product, organization, celebrity, etc.
- Include new product details – banner
- Upload photos, share videos, and post links that direct to the site/blog
- Publish notes and create groups
- Put Facebook like box in the site
- Create events like recent activities, upcoming events, etc.
- Create advertisements about new and existing products (ads are either free or paid)
- Facebook provides classified ad services
- Facebook allows sending messages to users you have no connection with
Social Media Marketing using Twitter
- Focus on brand promotions and microblogging (140 characters)
- Build strong and powerful relationships with prospective customers
- Attractive bio increases popularity
- Educate followers about new products, creating awareness and necessity
- Easily gain followers by asking for opinion and reviews
- Create a following by following active members on Twitter
- Get followers by following the followers of experts, gurus, or competitors on Twitter
Social Media Marketing using Google
- Create profile
- Create page
- Content development
- Buzz creation
- Integrating page with other social media channels
- Post updates with links to the desired landing page
- Joining communities
- Adding influencers to our circles
Mobile Marketing
- Mobile marketing is marketing and communications to customers or constituents on portable devices wherever they may be.
- Mobile strategy considerations:
- Where is your user? (travelling, at home, at work)
- What do they need? (location, information, entertainment)
- What devices do they have? (smartphone, tablet, laptop)
- What content do you have already? (white papers, PowerPoint, video)
Learn how to create an online presence, sell products and services electronically, and utilize online applications for marketing. This quiz covers the basics of digital presence, internet activities, and developing an online strategy.
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