Marketing 2020 Chapters 13 and 15 Fall 2024 PDF

SEARCH ENGINES, SOCIAL MEDIA, MOBILE AND ANALYTICS CHAPTER 13 NOVEMBER 2, 2024 SEARCH ENGINE OPTIMIZATION (SEO) Search engine optimization (SEO): the process of optimizing a website or web page to improve its visibility in search engine results pages. Aims to increase organic/unpaid traffic to a w...

SEARCH ENGINES, SOCIAL MEDIA, MOBILE AND ANALYTICS CHAPTER 13 NOVEMBER 2, 2024 SEARCH ENGINE OPTIMIZATION (SEO) Search engine optimization (SEO): the process of optimizing a website or web page to improve its visibility in search engine results pages. Aims to increase organic/unpaid traffic to a website/page. There are two types: On-site SEO: Optimizing a website’s pages and content to rank higher in search engine results and earn more relevant traffic. Uses keywords (phrases and words the describe the website’s content). Off-site SEO: Improving a website’s visibility and ranking through external means, such as building links from other websites, social media marketing, and online public relations. Focuses on increasing its authority and SEARCH ENGINE MARKETING (SEM)  Involves paying for ads to appear in search engine results.  Ads, known as pay-per-click (PPC) ads, are typically placed at the top or bottom of search results and are marked as “sponsored.”  When a user clicks on a PPC ad, the website owner pays a fee to the search engine.  Makes a website more visible in search results and targets specific keywords and audiences. SOCIAL MEDIA MARKETING Using social media marketing tools to engage consumers anywhere, anytime via digital devices. Benefits  Interactivity  Immediacy and Timeliness  Flexibility and Adaptability  Cost-Effectiveness  Network Value (connecting social networks) Challenges  Difficulty to Measure  Challenging to Manage RYANAIR’S (RISKY BUT SUCCESSFUL) SOCIAL MEDIA FEED – ENGAGING CUSTOMERS WITH HUMOUR PLANNING AN INTEGRATED SOCIAL MEDIA MARKETING CAMPAIGN  What are your marketing objectives?  What is your marketing strategy to achieve those objectives?  To whom are you marketing? (segmentation, targeting, positioning)  What actions (conversions) can your users take that create value for the organization?  Which digital touch points does your target market interact with along the customer journey?  How can you create or leverage your owned content with paid content and earned content to MEASURING & ANALYZING THE EFFECTIVENESS OF A SOCIAL MEDIA CAMPAIGN To determine the measure needed to assess the results of a social media campaign, consider the following steps: 1. Identify the goals of the social media campaign 2. Consider the target audience of the social media campaign 3. Research the available tools and platforms that can be used to track and measure results of the campaign 4. Determine the specific metrics that will be tracked to assess the social media campaign results. This could include metrics such as website traffic, engagement (likes, comments, and shares), conversions, and customer satisfaction 5. Set benchmarks for the metrics being tracked. MOBILE MARKETING Features marketing messages, promotions, and other content delivered to consumers through mobile devices. Benefits include: Location-based Targeting Personalization Push Notifications Mobile Apps Mobile-Specific Advertising  MARKETING COMMUNICATIONS CHANNELS - OVERVIEW Traditional Advertising Digital and Social Media Television: Broad reach and visual impact. Website: Company-owned and community Radio: Targeted by demographics and geography. branded. Print: Newspapers, magazines for detailed Social Media: Posting content to various SM information. platforms. Billboards: Large audiences, broad message. Mobile: Promotions delivered through mobile devices. Sales Promotion Online Ads: Display ads, pay-per-click, Google ads. Discounts and Coupons: Attracting price-sensitive customers. Direct Marketing Contests and Sweepstakes: Engaging customers with rewards. Email Marketing: Personalized messages and Loyalty Programs: Encouraging repeat purchases. offers. Samples: Allowing customers to try before they Telemarketing: Direct phone calls to potential buy. customers. Direct Mail: Physical mail such as catalogues and Public Relations (PR) brochures. SMS Marketing: Text messages with Press Releases: Announcements about company promotions/updates. news. MARKETING COMMUNICATIONS CHANNEL – GROUP WORK List the marketing communication channels that your company or product is currently using. Do these ads, through the various channels, appear to be effectively reaching the target market? Suggest a new media channels Develop a six-month media action plan where you list three marketing communication channels Traditional Advertising Digital and Social Media Television: Broad reach and visual impact. Website: Company-owned and community branded. Radio: Targeted by demographics and geography. Social Media: Posting content to various SM Print: Newspapers, magazines for detailed platforms. information. Mobile: Promotions delivered through mobile Billboards: Large audiences, broad message. devices. Online Ads: Display ads, pay-per-click, Google ads. Sales Promotion Direct Marketing Discounts and Coupons: Attracting price-sensitive customers. Email Marketing: Personalized messages and Contests and Sweepstakes: Engaging customers offers. with rewards. Telemarketing: Direct phone calls to potential Loyalty Programs: Encouraging repeat purchases. customers. Samples: Allowing customers to try before they buy. Direct Mail: Physical mail such as catalogues and brochures. Public Relations (PR) SMS Marketing: Text messages with promotions/updates. Press Releases: Announcements about company news. Personal Selling SUSTAINABLE MARKETING: SOCIAL RESPONSIBILITY AND ETHICS CHAPTER 15 SUSTAINABLE MARKETING Sustainable Marketing: Meeting present needs while preserving the ability of future generations to meet their needs. Calls for socially and environmentally responsible actions. Requires consumers, companies, public policy makers and others to work together. SUSTAINABLE MARKETING CRITICISMS OF MARKETING’S IMPACT ON INDIVIDUAL CONSUMERS  Deceptive practices  Predatory pricing  High-pressure selling  Shoddy, harmful or unsafe products  Planned and perceived obsolescence  Poor service to disadvantaged consumers MARKETING’S IMPACT ON SOCIETY AS A WHOLE  False wants and too much materialism  Too few social goods  Highways, traffic control, parking spaces and police services  Cultural pollution  Commercials, ads, spam fills MARKETING’S IMPACT ON OTHER BUSINESSES Competitive marketing practices: The European Commission recently fined Google heavily for illegally using its search dominance to manipulate the results of its Google Shopping search comparison services to favour its own shopping services at the expense of rivals. CONSUMERISM & PROPOSED CONSUMER RIGHTS Consumerism: an organized movement of citizens and government agencies that aims to improve the rights and power of buyers in relation to sellers. Proposed consumer rights:  To be well informed  To be protected against questionable products and marketing practices  To influence products and marketing practices to improve “quality of life”  To consume in a way to preserve the world for future generations of consumers ENVIRONMENTALISM  Protects and improves people’s current and future living environment.  Concerned with  Damage to the ecosystem  Loss of recreational areas  Increase in health problems  Climate change  Environmental Sustainability: Generating profits while helping protect the environment. ENVIRONMENTAL SUSTAINABILITY AND SUSTAINABLE VALUE SUSTAINABLE MARKETING Consumer-Centric marketing: Companies should view and organize their marketing activities from the consumer’s point of view. Customer-Value Marketing: Putting most of a company’s resources into long-term customer value-building marketing investments. Sense-of-Mission Marketing: Defining a company’s mission in broad social terms instead of narrow product terms. Desirable Products: Products that create both high immediate satisfaction and high long-run benefits. PATAGONIA Socially responsible marketing Environmentally conscious business that encourages buying used, not new. Offers free Patagonia clothing zipper repairs. Customers can resell their used Patagonia garments on company website and trade in used product in- store to receive a credit. Builds customer relationships via value alignment. Inspires brand advocacy and trust, building a loyal customers emotionally invested in brand. ETHICAL MARKETING Applying high standards of ethics and morality when making marketing decisions. Corporate marketing ethics are broad guidelines that all employees must follow.  Distributor relations  Advertising standards  Customer service  Pricing  Product development  General ethical standards ETHICS PHILOSOPHIES Principles are needed to guide companies on issues of ethics and social responsibility. There are two philosophies:  The free market and the legal system should decide such issues.  Responsibility is in the hands of individual companies and managers. Addressing ethics helps build strong customer relationships based on honesty and trust. NO CLASS NEXT WEEK – NOVEMBER 9