Podcast
Questions and Answers
What is a benefit of using e-mails for marketing compared to direct mail campaigns?
What is a benefit of using e-mails for marketing compared to direct mail campaigns?
- Lower cost (correct)
- Higher response rate
- Quicker delivery
- Better personalization
Which marketing tool has a higher projected purchase request frequency compared to social media ads?
Which marketing tool has a higher projected purchase request frequency compared to social media ads?
- Search engine marketing
- Telemarketing
- E-mails (correct)
- Direct mail campaigns
What do companies like Nissan and Kellogg focus on combining in their marketing strategies?
What do companies like Nissan and Kellogg focus on combining in their marketing strategies?
- Social media and direct mail
- Television advertising and radio spots
- Print media and billboards
- Search engine marketing and e-mail (correct)
What is a common action taken by consumers to manage the overwhelming number of e-mails they receive?
What is a common action taken by consumers to manage the overwhelming number of e-mails they receive?
What is a requirement for e-mails to be effective according to the text?
What is a requirement for e-mails to be effective according to the text?
What is the main difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as explained in the text?
What is the main difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as explained in the text?
What type of search terms are suggested for general brand building in pay-per-click ads?
What type of search terms are suggested for general brand building in pay-per-click ads?
What is the suggested approach for identifying specific product models or services in pay-per-click ads to generate sales leads?
What is the suggested approach for identifying specific product models or services in pay-per-click ads to generate sales leads?
How should search terms be presented on a marketer's website according to the guidelines?
How should search terms be presented on a marketer's website according to the guidelines?
Why is it important for marketers to bid on keywords based on their potential return on revenue?
Why is it important for marketers to bid on keywords based on their potential return on revenue?
What is a common feature of display or banner ads used in online marketing?
What is a common feature of display or banner ads used in online marketing?
What are interstitials in online advertising, and why might some consumers find them intrusive?
What are interstitials in online advertising, and why might some consumers find them intrusive?
Which statement best describes the control over search results ranking in SEO and SEM?
Which statement best describes the control over search results ranking in SEO and SEM?
What is the primary difference between SEO and SEM in terms of cost?
What is the primary difference between SEO and SEM in terms of cost?
Which tool is primarily used to measure the performance of SEM campaigns?
Which tool is primarily used to measure the performance of SEM campaigns?
What is the main difference between SEO and SEM in terms of their best use cases?
What is the main difference between SEO and SEM in terms of their best use cases?
Which online communication method is most closely associated with SEM?
Which online communication method is most closely associated with SEM?
What is a market development plan in the context of search engine marketing?
What is a market development plan in the context of search engine marketing?
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Study Notes
Pay-Per-Click Ads (PPC)
- Broader search terms (e.g., "MP3 player" or "iPod") are useful for general brand building
- Specific terms (e.g., "Apple iPod classic 160GB") are effective for generating and converting sales leads
- Search terms must be linked to the appropriate pages of the marketer's website for search engines to identify them quickly
- Marketers must bid on each keyword according to its likely return on revenue
Display Ads
- Display ads are small, rectangular boxes containing text and a picture, posted on relevant websites
- The cost of display ads increases with the number of people who see them
- Internet users only actively look for things online 5% of the time
- Display ads have potential for information, but must be persuasive, attention-grabbing, and targeted and monitored
Interstitials
- Interstitials are adverts that appear in-between pages, often with video or animation
- Some consumers find interstitials intrusive and distracting
E-mail Marketing
- E-mail enables marketers to reach out and inform customers at a fraction of the cost of a direct mail campaign
- E-mails are a highly effective tool for sales, with a higher frequency of purchase requests compared to social media ads
- Companies like Nissan and Kellogg combine search engine marketing and e-mail
- E-mails need to be relevant, timely, and targeted to avoid being considered spam
Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
- SEO optimizes a website to receive the most visitors through a search engine
- SEM focuses on paid search business solutions, buying traffic through paid search listings paired with specific keywords
- SEO and SEM have advantages, and marketers should combine both to benefit from both types of searches
- SEO offers free cost, web analytics, and search consoles, while SEM involves paid advertising and web analytics and paid search advertising tools
Search Engines
- Search engines are Internet services or software designed to search information on the Web that corresponds to a request (e.g., keywords) specified by the user
- Search engines play a crucial role in helping users find correct information in a limited amount of time
- Digital marketers use search engines for brand awareness, online sales, lead generation, and paid search and web analytics employed in Return on Investment (ROI) calculations
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