Marketing Concepts Quiz

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.