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Digital media I Digital (Interactive) Marketing Lecture 7.1 Dr Elvira Bolat C113, Christchurch House, Talbot campus @dimbsbu

Learning Outcomes for week 7 • Understand what digital media (tools) exist; • Define search engine marketing and explain difference between SEO and paid search; • Review aspects of display advertising • Explore affiliate, email and content (digital PR) marketing • Understand power of digital media in managing advocacy

• DIM communications - #1 activity • Requires strategic approach (1-year plan) - SOSTAC • INTEGRATION & ALIGNMENT are key – IMC • Based on clear, SMART and linked objectives

Diversity of communication tools – key challenge for DIM communication

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.


Search Marketing • Natural/Organic Search Engine Optimisation Organic search results are the Web page listings that most closely match the user’s search query based on relevance.

• Paid Search/PPC/Google Adwords  paid to have their Web pages display for certain keywords  You set your price and your budget  Easy to set up

What is SEO? “ SEO involves achieving the highest position or ranking practical in natural or organic listings on the search engine results pages after a specific combination of keywords (keyphrase) has been typed in.�

(Chaffey & Smith, 2013)

Search • Search one of the most important channel for all websites – People search to find brands they are familiar with through offline channels – People search for new products – People search for advice – People search questions: • How do I? • Where can I? • What shall I do?


On-page optimisation: search words, key words Links into the page


Search query Search query

‘Google ‘Google Shopping’ Shopping’ PPC PPC listings listings

‘Premium’ Premium’ Pay per Pay per Click Click listings listings

Organic listings / Natural search

SEO: So how does it work?

Source: http ://

Natural Search - Organic search • Search engine optimisation – OBJECTIVE: • Achieving the highest possible position / ranking for your web listing after a specific combination of keywords have been typed in to search engine • e.g. Google, Yahoo, Bing – & there are others…

• Google are happy to tell you how they rank web sites… •

SEO Steps: 1. Crawlers identify relevant pages

– Search engine ‘Crawlers’ identify relevant pages for indexing – Crawling is performed by robots which are also known as spiders.

SEO Steps: 2. Indexing

Chaffey & Chadwick, 2012

SEO Steps: 2. Indexing

An index is created to enable the search engine to rapidly find the most relevant pages containing the query typed by the searcher.

Chaffey & Chadwick, 2012

SEO Steps: 3. Builds index

SEO Steps: 3. Builds index

The indexing process has produced a lookup of all the pages that contain particular words in query.

SEO Steps: 4. Query request and results serving • The computers/Google try to make sense of what you are saying! • You should – Anticipating different ways people search – The users’ location is assessed through their IP address and the query is passed to a relevant data centre for processing – Use a good mix of keyword phrases to improve results – Right tagging

• Identify keyphrases you want to be visible

Can computers read & understand grammar?

Changing the words subtly changes the selection

SEO Steps: 5. Relevance: On page optimisation • Meta data – Document title tags - (very important) given higher weighting – Description tags - data shown in search engine display lines

• Frequency/occurrence in headings, markups in bold, • Word density (Number of repeats), image descriptions

Title Tags

Title of page

• Title Tags on index page are the most important html element on any website. – The first three to five words of your Title Tags should include your main keyword search phrase – MAX 65 Characters (including spaces) – Avoid “stop words” (e.g. and, or, with , for)

Meta Description • A page’s description tag is an important aspect in getting people to click on your search result. – If there are no Description Tags declared on the page, a search engine will usually pick up first instance of body copy. – 160 Characters (including spaces) – 1-2 readable sentences, repeat title tag, mention the brand and form as a call to action

SEO Steps: 6. Links

External Links

 Less easy to control  Identify and create popular content and services  Identify potential partner sites (e.g. manufacturers, suppliers, bloggers, social media sites) An external link is a hyperlink that directs you to a new website.

How to create more quality links • PR and marketing campaign integration • Blogging • Backlinking between company-owned and partner sites • Press release • Video Marketing • Buying links Smart insights, 2012

Internal links • Links from standard navigation (e.g. text based menus) • Links from ancillary navigation (e.g. page footers) • Links from document listing (e.g. Lists of news items) • Sitemaps (it is better if it is broken down into different categories) • Body copy (e.g. Editorial links) • Image links

Similar products

An internal link is a hyperlink that when selected directs you to a new page or area, of the same website or domain.

Additional contents

‘Shares’ are a good indication of ‘high quality content’ and high quality content tends to rank well.


SEO Advantages • Traffic driver • Highly targeted • Low-cost (the optimisation costs only) • Dynamic

Disadvantages • Lack of predictability • Lengthy process • Complexity and dynamic • Ongoing investment • Not effective in generating awareness

Additional Independent Reading o-123464971 /

Additional Independent Reading -what-the-future-seo-the-age-artificialintelligence riest-times-year270950

Additional Independent Reading

Paid or Pay per Click Search Marketing (PPC) “ A relevant text ad with a link to a company page is displayed when the user of a search engine types in a specific phrase� r the o f g payin t o n r is e s yed a ti l r p e s v i d d The a to be


ed! Only t e g r a t y l h Hig us er o f a en the h w s r a e p p a pes in a y t e in g n e search a se specific phr

Chaffey & Smith, 2013




PPC Advantages • • • • • • • •

Achieving visibility CPC Highly targeted Measurability – (keywords’ ROI can be calculated) Predictability Simpler than SEO (technically) Speedy process (It is posted in a few days) Branding (Useful for raising awareness)

Disadvantages • Competitive • Expensive (Inappropriate for some) • Irrelevant • Time consuming • Specialist area

BEWARE : Google updates

Read more:

SEM: Summary • Ensure the sites are included in the indexes of the main search • Complete keyphrase analysis to identify phrases relevant to the market • Maximize quality links

Interactive Advertising

Display ads Ad network

Native display ads

Comparison sites

Types of websites to place display ads

Display ads objectives • • • • •

Delivering content Enabling transaction Shaping attitudes Soliciting response (data collection) Encouraging retention (repeat purchase)

Advantages of display ads • • • • • •

Direct + indirect responses Cost Brand awareness/reach & interaction Targeted Halo effect Accountability (monitoring response)

Tip for the Exam • Review Chapters 9 (Chaffey and Ellis-Chadwick 2016) 1. Search engine marketing + Search engines – their roles in a promotion 2. Explore different types of website on which online display advertising could be placed.

Lecture 7.1. - Digital Media I (DIM 2018)  
Lecture 7.1. - Digital Media I (DIM 2018)