ENGAGE

ENGAGE

1. Search Advertising

   • An ad that is positioned in a search engine, is frequently at the top of a search with the correct keywords, it mos be short and direct and the keywords must be used in the daily language, to reaches the maximum amount of people.
     • Elements of an ad search
       • Header
       • One or two catchphrases
       • Link
       • Ad Extension which can be:
         • Location
         • Contact number
         • Social
         • Rating
         • Site links
         • Sales
         • Images
   • Landing page
     • Or also called a splash screen, which shows immediate information about the search
   • Targeting
     • Getting to know who search, thanks to their location and language, behavior, to give useful results
   • Conversion
     • The next steps after the ad access to the site of the promoter
   • Types of keywords
     • Types of keywords
       • Broad Match
       • Phrase Match (‘...’) is used for this type of search
       • Exact Match ([...]) are used for this type of search
       • Negative Match (-...) is used for this type of search

2. Social media Channels

   • Social media is important in our society, it is where news, ideas, and information are shared, it is easy to access to any kind of content.
     • Social media can be categorized into:
       • Social Networks, examples:
       • Content creation, examples:
       • Bookmarking and aggregating, examples:
       • Location:
   • Blogging
     • A journal published on the web, personal or corporative, some examples are:
       • Wordpress
       • Tumblr
       • Blogger
       • Corporate blogs should be, relevant in the industry, appealing to the target market, transparent and honest, personal and entertaining, Related to what is going on in the blogosphere, regularly updated
   • Blogging and SEO
     • This will help users to find your blog and make it relevant Each entry should be separated from themes so it is easy to find and access
   • Microblogging
     • Twitter is the main tool for microblogging, twitter is a quick way to get trending, because of it’s quick pace of update
   • Podcasting
     • Podcasting is an affordable way to get to an audience, they are: Targetable, Measurable, Controllable, Responsive and Boundary free
   • Tracking and social media campaigns
     • For a campaign is necessary to know what the audience likes and what doesn’t, this can be measured on how much someone let their screen display a post, hotspots in a video, and URL clicks thanks to shorteners

3. Cliente Relación administración (CRM)

   • This refers to the potential and current relationships of the brand and the client, it means to build trust and give value to that trust.
     • Know the objective of the brand
     • Capt the attention of possible clients by knowing already which necessities the brand can solve for them
   • The client
     • They are the most important for a brand when they put their loyalty in a product or a service, it can be considered a success, that success translates into a growing benefit for the organization, thanks to the recommendation that a client can give to their social circle, and give accurate feedback and experience.
   • Data processing
     • Any interaction with the client will give feedback, and this should be analyzed in order to look for behavior patterns that are useful to get to know which can be improved in the organization. Social Media is very useful for digital marketing thanks to the data they can give to the brand, such as quantitative and qualitative data.
       • This feedback can help with:
         • Which marketing campaigns are adequate for clients
         • Adequate a brand personality to interact in public
         • Vinculates events like sales, to the brand
         • Predicts possible reactions of the community

4. Affiliate

   • Advertisements that occur on third-party products or services, in return of an agreed commission
   • Publisher
     • The one who promotes the product of the brand, they can be:
       • Personal websites
       • Content and niche sites
       • Email lists
       • Loyalty sites
       • Coupon and promotion sites
       • Search advertizing
   • Action and reward
     • Rewards for the published have these models
       • CPA(cost per action): a certain action by the user leads to the payment
       • CPL(cost per lead): fixed fee for a lead
       • Revenue share(also CPS, cost per sale): publisher gets a percentage of the sale
       • CPC (cost per click): the amount is paid whenever the ad is clicked

5. Email Marketing

   • Customer Relationship Management tool reaches people via e-mail, is highly targeted, and measurable, it has to be designed according to the audience, because it is a direct conversation with them. There should be complete information of the brand to build up trust, and an option to unsubscribe to the mail list at any time.

6. Online Advertising

   • Adaptable ads on the internet, which can be seen in any dispositive, they can make the brand relevant, and it is meant to solve the answer to demand the client has, show the product, inform about it, persuade and remind the client about it
     • Types of adverts
       • Banners outside and inside the site
       • Pop-ups: they can be annoying
       • Fly ads
       • Wallpaper ads
       • Map ads
     • Payment models
       • CPM (cost per thousand impressions): the number of ads on a page will be charged
       • CPC (cost per click): It will only be charged if the ad is clicked, it doesn’t matter if it is seen
       • CPA (cost per acquisition): It will be charged only when the ad achieves certain action, such as a purchase or a subscription
       • CPE (cost per engagement): It will be charged if there is an interaction with the ad
       • Flat rate or sponsorships: the space that is used for the banner is charged
     • Making an ad appear
       • Premium booked media
       • Advertisings networks
       • Advertising exchanges
       • Social media advertising placements
       • Mobile advertising
       • Ad servers, it displays this information to the announcer:
         • Frequency cappin
         • Sequencing
         • Exclusivity
         • Roadblocks
     • Targeting
       • Location
       • Search engine
       • Connection type
       • Time tracking
       • Demographic data
       • Behavior
       • Context
   • Tracking
     • It lets the announcer see how many timed their ad was displayed to users, in which site and in which circumstances, all in order to optimize it.

7. Search Engine Optimisation(SEO)

   • A marketing technique to make a site reachable and know how it is positioned when searched on the internet, the use of keywords is essential for it to work.
   • Main strategies:
     • Changing the HTML code, content, keywords, information structure
     • Making external links for different sites, such as social media
     • The popularity of the search and links
     • Perspectives of the user
   • Friendly web structure for search engines
     • Technical information must be not considered to put in a website, as well there should be direct HTML links to the sections of the site that wish to be accessible, as well as indexed on the homepage of the site
       • Obstacles
         • Hard to access the site thanks to technical issues
         • A lot of competition in the marketing area, with other brands promoting themselves constantly
   • Keywords
     • The main unit when a user searches for something that they need, thanks to the way the internauts search for something the SEO gets better at throwing more relevant results.

8. Mobile Mkt

   • Set of practices that help organizations via mobile devices
     • SMS
     • MMS
     • USSD
     • Instant Messages
     • Mobile social networks: Facebook, Twitter
     • Mobile commerce, wallets, coupons currenc

9. Video Marketing

   • Videos are affordable, it is easy to make ads that maintain the attention of the clients, and going viral
   • A video on the internet should:
     • Refer to trending topics
     • Give a short but creative title
     • Make it remarkable
     • Let the creativity flow
     • Make it short
   • In order to make video content for branding, you have to know your audience
     • Know your audience
     • Planning the concept
     • Producing the video
     • Choosing where to upload the video
     • Optimizing for future searches
     • Promoting the video in sites that may interest in it
     • Engaging the community, through all the feedback, to make better content for them
   • There are different ways to get into video content on the internet
     • By searching for an answer on a search engine
     • By following recommendations of others
     • Through direct URLs given by a brand
     • Advertising or promotions

10. Social media strategy

    • Social media strategies to solve communication problems Challenges:
      • Communication and outreach
      • Community management
      • Client services
      • Reputation management
      • Advertizing and awareness
      • Sales and lead generation
      • SEO
      • Insights and research

11. Building relationships with the costumers, thanks to the internet this can be easily done, as well as it can be measured in order to receive feedback and know what is the next step in the marketing strategy