MKTG1025 Lecture Notes - Lecture 9: Search Engine Marketing, Online Advertising, Influencer Marketing
Document Summary
Refers to the (cid:272)o(cid:373)pa(cid:374)y"s efforts to (cid:373)arket produ(cid:272)ts a(cid:374)d servi(cid:272)es a(cid:374)d (cid:271)uild (cid:272)usto(cid:373)er relationships. All the activities involved in planning and implementing marketing in the electronic environment. Companies interact online with consumers and other companies. They do it in 5 ways: creating a search-engine optimized website, engaging in search engine marketing (sem, using online advertising, setting up or participating in social media marketing, using email. Refers to any digital advertising that a business pays for. Includes: online advertising (display and banner advertising, search engine marketing (sem, mobile marketing, public relations that is used to stimulate publicity (internal or external) Advertising that appears while consumers are browsing the web. Example: display ads, search related ads, online classified, video advertising. Companies are shifting more of their marketing dollars to online advertising to build their brands or to attract visitors to their websites. E(cid:374)tails pro(cid:373)oti(cid:374)g a (cid:272)o(cid:373)pa(cid:374)y"s (cid:271)ra(cid:374)ds through sear(cid:272)h e(cid:374)gi(cid:374)es as a part of its integrated marketing communication strategy.
