SEARCH ENGINE MARKETING

• Definition– “Marketing to internet users through natural

search engine result page listing and paid advertising placement.” (WordStream)

• Advantages– Lowest cost per customer acquisition (Flannagan,

2015)– Drive targeted traffic to site (Dourdrick, 2013)

SEARCH ENGINE MARKETING

• Type of SEM– Search Engine Optimization• “It is the process of getting traffic from the “free,”

“organic,” “editorial” or “natural” search results on search engines.” (Third Door Media, Inc, 2015)

– Paid search marketing• “Advertise within the sponsored listings of a search

engine or a partner site by paying either each time your ad is clicked (pay-per-click –PPC) or less commonly, when your ad is displayed (cost-per-impression-CPM)” (Ratcliff, 2013)

PAID SEARCH MARKETING

• Pay Per Search– “ The rate advertiser agreed to pay for every 1000 vies of

the particular advertisement” (Inc, 2015)• Pay Per Click– “Online advertiser will pay Internet Publishers the agreed

upon rate PPC when clicked on, regardless if a sale is made or not.” (Beal, 2015)

• Pay Per Action– “Online advertising payment model in which payment is

based solely on qualifying action” (Organized Shopping, LLC, 2015)

Paid Search Marketing

• Pay Per Click– Traditional Pay Per Click– Display or banner Ads– Animated, popup & Interstitial Ads

• Pay Per Action– Cost per Acquisition– Cost per lead– Cost per engagement– Cost per sale

Opt-in E-Mail Marketing

• Definition– “Renting e-mail list or placing ads in third-party e-

newsletters or the use of an in-house list for customer activation and retention” (Chaffey, et al., 2010)

• Advantages– Reduced time & effort (Gao, 2015)– Reduced overhead cost (Gao, 2015)

• Disadvantages– Load Speed Limitation (Mckay & Media, 2015)– High risk not been read (Mckay & Media, 2015)

COMPARISON

E-MAIL SPAM BULK• Sending Email without

permission (Benchmark Internet Group, 2015)

• Create a negative perception amongst online community (32bit.com)

• Allow to reach million of people at a quicker time (Optin Revolution Pro, 2015)

OPT-IN EMAIL MARKETING• Send to the person who

agreed to receive (Benchmark Internet Group, 2015)

• Reputation will be intact and improve overtime (32bit.com)

• Only reach a short list number of people only (Optin Revolution Pro, 2015)

NEWSLETTER

• Contain both display and from actual address

• Use 60/40 rules– 60% editorial– 40% Ads

• Not more than 2-3 pages• Footer

– Have unsubscribe link– Postal Address– Copyright

HOW USING E-NEWSLETTER BY ONLINE PUBLIC RELATION

• Give out news or update to other party

• Create awareness of other website, blog or even online press about the new release of product

• Tell the other website about the activity have been done or will be done in the future.

ONLINE PUBLIC RELATION

• DEFINITION– “Maximizing favorable mentions of your company,

brands, products or websites on third-party websites” (Chaffey, et al., 2010)

• TOOL– Blogging– Social Media– Online Press

ONLINE PUBLIC RELATION

• Advantages– Online public relations are not expensive (Sloan,

2011)– Help to improve SEO (Sloan, 2011)

• Disadvantages– Inaccurate message or storytelling (Brookins &

Media, 2015)– Appropriate Media (Brookins & Media, 2015)

NEW DIGITAL MEDIA COMMUNITIES

• Digital Communication– “Electronic transmission of information that has been

encoded digitally (as for storage and processing by computers)” (Farlex, Inc, 2015)

• Digital Media– “Digitized content that can be transmitted over internet or

computer networks.” (WebFinance, 2015)• New Media– “A generic term for the many different forms of electronic

communication that are made possible through the use of computer technology.” (QuinStreet Inc, 2015)

NEW DIGITAL MEDIA COMMUNITIES

• TYPE– Social Media

• “Internet-based software and interfaces that allow individuals to interact with one another” (Investopedia, LLC, 2015)

– E-Mail• “A system for sending and receiving messages

electronically over a computer network” (Farlex, Inc, 2015)

– Blog• “A webpage that serve as a publicly accessible personal

journal for an individuals.” (Beal, blog, 2015)

NEW DIGITAL MEDIA COMMUNITIES

• ADVANTAGES– Reduces cost(Mendell, 2015)– Can be viewed by many digital device (Mendell,

2015)• DISADVANTAGES– Face unexpected crash or hack (jgwong, 2010)– Required power sources to operate (jgwong,

2010)