Chapter 10 - Evaluation and improvement of digital channel performance

Learning objectives

What are the necessary tasks for managing an online presence?

There are six different tasks that are important when managing a website. The first includes creating the text that will be added to the website. This includes creating the process for approving website text, the formatting of the text, and any images that will be added to the text. This is important, because a business does not want to add inappropriate content or unformatted text to the website. The next task includes reviewing the website for text that maybe misspelled, contain grammatical errors, or changes that need to be made due to product or services that have changed. The business must also be constantly making corrections and updates to the website by modifying and text or images that needs to be changed, added, or removed on the website. A business must then publish any corrections they made to their website and then review further for any other changes that need to be updated. Testing needs to be involved at all stages to make sure there are no styling issues, technical issues, or any other issues that can be disastrous to the business. Lastly, the business will need to make the website modifications available to their customers.

Chapter 9 - Marketing communications using digital media channels

Learning objectives

What are the different types of digital channels?

There are many different types of digital channels that can be used by a business to use in online campaigns.

1. Search engine marketing (SEM) - This is used to gain top ratings on the search engines or the use of pay-per-click.
2. Online public relations (e-PR) - Exposing the business to third party websites such as social websites to maximize the number of people hearing about a product or service.
3. Online partnerships including marketing - This is used to build long term relationships with other companies that can expose the product or service being offered.
4. Interactive display advertising - The use of ads on other websites to draw people to the company's website through pay-per-click advertising.
5. Op-in email marketing - The use of email to communicate to customers that have signed up for e-newsletters or product updates through the company's website.
6. Viral and electronic word-of-mouth marketing - The use of Internet to create a massive awareness of a product or service through the use of video, social media, etc.