Podcast
Questions and Answers
What is the primary goal of search engine optimization (SEO)?
What is the primary goal of search engine optimization (SEO)?
Which type of SEO focuses on optimizing a website’s pages and content?
Which type of SEO focuses on optimizing a website’s pages and content?
What is the main characteristic of search engine marketing (SEM)?
What is the main characteristic of search engine marketing (SEM)?
Which of the following is a challenge when using social media marketing?
Which of the following is a challenge when using social media marketing?
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What does the 'P' in PPC ads stand for?
What does the 'P' in PPC ads stand for?
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What is a key component to consider when planning a social media marketing campaign?
What is a key component to consider when planning a social media marketing campaign?
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Which benefit of social media marketing allows it to respond quickly to market trends?
Which benefit of social media marketing allows it to respond quickly to market trends?
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What is meant by 'conversions' in the context of a social media marketing campaign?
What is meant by 'conversions' in the context of a social media marketing campaign?
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What is one of the proposed consumer rights?
What is one of the proposed consumer rights?
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How does environmentalism aim to protect people's living environment?
How does environmentalism aim to protect people's living environment?
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Which concept emphasizes the importance of viewing marketing from the consumer’s perspective?
Which concept emphasizes the importance of viewing marketing from the consumer’s perspective?
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What is a key principle of ethical marketing?
What is a key principle of ethical marketing?
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What is the main focus of sustainable marketing?
What is the main focus of sustainable marketing?
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Which of the following is NOT a proposed consumer right?
Which of the following is NOT a proposed consumer right?
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Patagonia's marketing strategy primarily emphasizes which of the following?
Patagonia's marketing strategy primarily emphasizes which of the following?
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Which ethical philosophy suggests that market and legal systems should regulate ethical issues?
Which ethical philosophy suggests that market and legal systems should regulate ethical issues?
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What is a key benefit of mobile marketing?
What is a key benefit of mobile marketing?
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Which of the following is NOT a metric that can be tracked to assess social media campaign results?
Which of the following is NOT a metric that can be tracked to assess social media campaign results?
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Which marketing communication channel is known for its broad reach and visual impact?
Which marketing communication channel is known for its broad reach and visual impact?
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What is the purpose of setting benchmarks for metrics being tracked in a campaign?
What is the purpose of setting benchmarks for metrics being tracked in a campaign?
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Which marketing approach emphasizes messages delivered through mobile devices?
Which marketing approach emphasizes messages delivered through mobile devices?
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Which aspect is essential for ensuring ads effectively reach the target market?
Which aspect is essential for ensuring ads effectively reach the target market?
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Which of the following is a digital marketing tactic that involves sending personalized messages to potential customers?
Which of the following is a digital marketing tactic that involves sending personalized messages to potential customers?
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Which marketing communication channel is most effective for engaging customers through rewards?
Which marketing communication channel is most effective for engaging customers through rewards?
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What is the primary goal of sustainable marketing?
What is the primary goal of sustainable marketing?
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Which of the following is NOT a form of direct marketing?
Which of the following is NOT a form of direct marketing?
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What criticism is associated with marketing's impact on individual consumers?
What criticism is associated with marketing's impact on individual consumers?
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Which of the following describes a component of marketing’s impact on society as a whole?
Which of the following describes a component of marketing’s impact on society as a whole?
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Which technique aims to encourage repeat purchases from customers?
Which technique aims to encourage repeat purchases from customers?
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Which is a common misconception about the impact of marketing on materialism?
Which is a common misconception about the impact of marketing on materialism?
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What is primarily criticized as part of competitive marketing practices?
What is primarily criticized as part of competitive marketing practices?
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Which method is often used to directly engage customers with personalized offers?
Which method is often used to directly engage customers with personalized offers?
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Study Notes
Search Engine Optimization (SEO)
- SEO is the process of optimizing a website or webpage to improve its visibility in search engine results pages.
- The goal is to increase organic (non-paid) traffic to a website.
- Two types of SEO exist: on-site and off-site.
On-site SEO
- Focuses on optimizing website pages and content.
- Aims to rank higher in search engine results.
- Uses keywords (phrases and words) that describe website content to attract more relevant traffic.
Off-site SEO
- Improves website visibility through external means.
- Activities include building links from other websites, social media marketing, and online public relations.
- The purpose is to increase the website's authority and credibility.
Search Engine Marketing (SEM)
- Involves paying for ads to appear in search engine results.
- Frequently called pay-per-click (PPC) ads.
- Typically placed at the top or bottom of search results and marked as "sponsored".
- When a user clicks the ad, the website owner pays a fee to the search engine.
- SEM increases website visibility and targets specific keywords and audiences.
Social Media Marketing
- Employs social media tools to engage consumers anytime, anywhere, via digital devices.
- Benefits include interactivity, immediacy and timeliness, flexibility and adaptability, cost-effectiveness and network value.
- Challenges include difficulty in measuring and managing campaigns.
Ryanair's Social Media Strategy
- Ryanair uses a risky, but successful, social media feed to interact with customers using humor.
Planning an Integrated Social Media Marketing Campaign
- Key questions for campaign planning include:
- What are the marketing objectives?
- How will the marketing objectives be achieved through a strategy?
- What are the target audiences?
- What are the required conversions?
- What digital touch points does the target audience interact with?
- How will owned content be leveraged with paid and earned content?
Measuring and Analyzing Social Media Campaign Effectiveness
- Steps for social media campaign effectiveness assessment include:
- Identifying campaign goals.
- Considering the target audience.
- Researching available tools/platforms for tracking results.
- Identifying relevant metrics (website traffic, engagement, conversions, customer satisfaction).
- Establishing benchmarks for tracked metrics.
Mobile Marketing
- Mobile marketing delivers marketing messages, promotions, and content to consumers through mobile devices.
- Benefits include targeting via location, personalization, push notifications, mobile applications and specific mobile advertising.
Marketing Communication Channels
- Traditional channels include television, radio, print (newspapers, magazines) and billboards.
- Digital/social media channels include websites, social media platforms, mobile devices, online ads, email, telemarketing, direct mail, SMS.
Sustainable Marketing: Social Responsibility and Ethics
- Sustainable marketing is about meeting current needs while preserving the ability for future generations to meet their own needs.
- It calls for socially and environmentally responsible actions from consumers, companies and public policy makers.
- This involves taking into consideration the needs of consumers now and in the future.
Criticisms of Marketing's Impact on Individuals
- Criticisms of marketing practices frequently cited include deceptive practices, predatory pricing, high-pressure selling, shoddy/unsafe products, planned/perceived obsolescence and poor service to disadvantaged consumers.
Marketing's Impact on Other Businesses
- Competitive marketing practices can be problematic as seen with Google's manipulation of search results to favor its own shopping services at the expense of rivals. The European Commission acted to address these actions.
Consumerism and Proposed Consumer Rights
- Consumerism is an organized movement by citizens and governments aimed at enhancing the rights and power of buyers in relation to sellers.
- This includes the need to be well-informed.
- Be protected against questionable products and marketing practices.
- Influence products and marketing that improve quality of life.
- Consume in a way to help preserve the world for future generations.
Environmentalism
- Environmentalism focuses on environmental protection and improvement.
- Key concerns include damage to ecosystems and loss of recreational areas, increases in health problems and climate change.
- A concern is environmentally sustainable practices that also achieve profit generation.
Environmental Sustainability & Sustainable Value
- Environmental sustainability involves strategies to reduce environmental impact while achieving profitability.
- Two approaches are Greening (pollution prevention and product stewardship).
- Beyond Greening (new clean technologies, sustainability vision and strategy framework).
Sustainable Marketing
- Consumer-centric marketing prioritizes the consumer perspective.
- Customer-value marketing focuses on long-term customer value building.
- Sense-of-mission marketing aligns company missions with broader social values.
- Desirable products offer high immediate and long-term benefits.
Patagonia
- Patagonia is an example of a company with a socially and environmentally responsible marketing strategy which includes offering repair and resale services and promoting used garments.
Ethical Marketing
- Ethical marketing emphasizes high ethical standards and morality in decision-making.
- Guidelines include corporate marketing ethics, distributor relations, advertising standards, customer service, pricing and product development standards.
Ethics Philosophies
- Ethical principles guide companies on issues of ethics and social responsibility.
- Two philosophies include: the free market/legal system and individual company/manager responsibility.
No Class Next Week
- There is no class next week, November 9th.
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Description
Test your knowledge of key marketing concepts including SEO, SEM, and social media marketing. This quiz covers various strategies and principles that guide modern marketing practices, with a focus on consumer rights and sustainable marketing approaches.
