MKTG1001 Lecture Notes - Lecture 9: Organic Growth, Direct Marketing, Influencer Marketing

• School: University of Sydney
• Department: Marketing
• Course: MKTG1001
• Professor: Jeaney

Document Summary

The process of interacting directly with carefully targeted individual; consumers and communities to both obtain an immediate response and build lasting customer relationships;. Target (cid:272)usto(cid:373)ers i(cid:374) a way traditio(cid:374)al (cid:373)arketi(cid:374)g (cid:272)a(cid:374)"t (cid:894)(cid:374)i(cid:272)he(cid:895) Need to stay on top of channels. Social media (insta, youtube, snapchat, fb etc. ) Evaluating digital marketing (big positive relatively easier to conduct) Efficiency (how cost effectively did they reach target market?) Marketing effort to gain prominence for a website on search engine listing with the aim of increasing website traffic by attracting visitors who search on keywords via search engines or portals. Opti(cid:373)isi(cid:374)g (cid:272)o(cid:373)pa(cid:374)y"s listi(cid:374)g i(cid:374) keyword sear(cid:272)h output (cid:272)a(cid:374) (cid:271)e: Paid (pay per click/cost per thousand cpm) Search optimisation (website modifications to lift rankings in search engine output) Australian spam act (2003) designed to ensure marketers maintain appropriate. Can be implemented on its own/to support other elements of brands marketing content strategy.