Final reflective blog

Critical analysis of lecture 3

 Firstly, the concept of Pay Per Click (PPC) is analysed  PPC is commonly used with search engines and social media. Most PPC's are designed to be activated when certain key words are typed into the search engine.  These do cost money but only once the individual has clicked on the link. This could work as an advantage due paying per click rather than time. Together with search engine optimisation (SEO) these two are the most commonly used concepts. Both are put in place to put a company higher within the internet ranking and closer to the publics eye first. 

Secondly, SEO is a concept which gets the particular link closer to the top on search engines, such as, Google. There is a price attached to the higher you get. It is of great importance for companies to be on the first page and closer to the top because this position will receive the highest level of visitors. Companies who do not strive for this do not have to pay. SEO is an internet marketing strategy and analyses how search engines work and what people search for. Though the procedure takes a long time and can be time consuming getting a return on investment. This may mainly be appropriate for companies who have established a good financial background rather than perhaps smaller newly set up businesses.

My progression

E-marketing was subject which i knew little about and had never really researched deeply into. 

My time studying this subject has enlightened me to a plethora of ideologies and concepts., such as ; apple pay and offline marketing. I have learnt a lot about new evolving technology and future statistics. These have interested me and engaged my further reading.

I have been amazed at how close the future already is and how fast this has developed. There were many concepts i had never heard o and enjoyed discovering new areas within my learning.  The way of recording the newly research content was different and interesting. I believe this helped to keep it new and exciting.

I have understood how important it is to maintain knowledge about E-marketing due to the environment we live in at the moment. Businesses are extremely reliable on the internet and for example the use of new technological factors developing new ideas and concepts will appear. This does not only affect the subject itself but the people and organisation.

E-marketing plays a part within the success of a business, which is of great importance. This assignment has highlighted other concepts as well as some of the traditional marketing and branding. There are many areas still unexplored within this subject which I am willing to investigate.

Lecture 8

Digital communication landscape

The key to successful marketing lies within trying to generate a successful synergy between traditional and digital advertising. A second criticality is producing a cohesive brand message across multimedia channels. This can allow for campaign success.

For a business to achieve well within marketing they must market in the right areas.

Organisations which are willing to be responsive and willing to engage in direct dialog with customers are rewarded within this landscape. On the other hand the ones who don't may be challenged within some areas, such as; managing brand and developing goodwill amongst customers.

There has been a change in this landscape within technological and social aspects. Due to people expecting to find everything they need online and it being updated regularly there has been a divergence in the digital shift.

Speech between individuals is become increasingly more online and on social networks. This has meant that organisations have to develop new skills, practices and policies to be able to affectively meet the standards of their audiences and new environments. Within the events industry social media is extremely effective.Specifically, social media such as Facebook hold a vast amount of users which makes it easier to market and event.

References:

Mangini, A., Perlman, S., Fredrick, J., Arkenberg, C., stratagied for effective communication in the new digital media landscape, available at: http://www.tellusventure.com/downloads/reference/santa_cruz_strategies.pdf [accessed: 2nd December 2014]

Lecture 7

Mobile marketing

Due to the major improvements and development within mobile internet in recent year both consumers and businesses are interacting on a larger scale. emend for internet on the go is always growing, Doherty and Chadwick (2010). Stanley (2010) goes as far as suggesting that by 2014 the majority of people will have smartphones and tablets rather than desktops. The innovation of smartphones and internet have grown extremely fast and are become more and more technically advanced.

ComScore (2011) show figures of 20 million mobile users in 8.5 percent of the world accessing their bank accounts via mobile internet. The growing phenomenon of the mobile internet is introducing new elements such as mobile marketing, Chaffey (  )

Mobile marketing aims to reach individuals when they are away from work or home environment. 

Apps

Following the launch of the 'App store' by Apple, they announced in 2010 that 3 billion apps had been downloaded in the 18 months following the launch, Chaffey (  ) Apps companies to stream contact trough the mobile of its consumers. Mobile marketing can play a part within this concept in the fact that there are element of advertising within app that can take place.

Aswell as the innovation within marketing in apps, there are also other evolvements such as marketing through certain apps and companies generating their own apps. They can generate games as a way of advertising.

An example of this is, Heineken who have generate a football app as a mobile marketing tool:

References:

Chaffey, D., Chadwick, E. 2012, ,Digital Marketing, Fifth edition, Harlow, Pearsons Education Limited.

Marketing land, Mobile marketing, available at: http://marketingland.com/library/mobile-marketing-news [accessed: 20th November 2013]

Lecture 6

Growth within advertising

The Advertising Association/Warc showed that expenditure on advertising had increased by 8.5 per cent every year. This ultimately reached £4.5 billion for the second quarter of 2014. In comparison to this cinema advertising has called by 14.2 per cent this year.

These figures generally show that all advertising is increasing meaning there is an obvious growth in advertising today, Campaign (2014)

Below is a chart showing the predicted rise in advertising expenditure world wide. This shows that there will still be an increase continuing onto 2016.

Interactive advertising

This concept is commencing explosive growth. The variety of ways for firm to interact with consumers is vast. The interactive method of advertising enables the consumers to choose what they would like to view.  this interactive system can also be further used by ordering products. Features such as these ways of initiating advertising are changing the marketplace massively,  Hoffman and Novak (1996).

The change and growth in interactive advertising

Recent studies reflect that UK 'Interactive advertising' has vastly grown, overtaking all other media. The IAB UK explained that in 2007 the value of Britains internet advertising would double. This would suggest that 'interactive advertising' would surpass the commercial radio sector. Businesses are investing heavily in online advertising at it is extremely popular. By using the internet businesses are able to use every aspect of the marketing mix.

References:

Calder, B., Avery, A. and Iacobucci, D., 1998, Journal of advertising research, p23-24.

Mara, J., 2004, UK Interactive Ad Growth Overtakes All Other Media, available at: http://www.clickz.com/clickz/news/1703417/uk-interactive-ad-growth-overtakes-all-other-media [accessed: 13th November 2014]

Kimberley, S., 2014, UK adspend growth at three-year high, available at: http://www.campaignlive.co.uk/news/1319195/ [accessed: 14th November 2014]

Lecture 5

Marketing communications mix

This business function relates to specific method which can be sustained for promotional progression, products or targeted customers.

Below is an example, though, some believe the promotional mix concists of five elements. Some may add a sixth which is, event sponsorship. 

Event sponsorship

This is the one element which can be sometimes left out of this model. Some may include this within advertising. 'Event Sponsorship' is apparent when a company pay to have a presence at an event. This package can include a variety of benefits such as an appearance at the event to handout leaflets/samples, a name mention during the event and advertisement throughout the event or through connections with the event.

Offline Branding

This refers to using traditional communication tools such as, TV, radio, print, direct mail and press. These are often branded and will help get the consumers to the online page. This can help built brand trust and differentiation from others. Research suggest that offline branding is still the most popular for user engagement.

References:

Chron, What Is a Markting Communication Mix, available at: http://smallbusiness.chron.com/marketing-communication-mix-63541.html

Next communications Inc, offline marketing, available at: http://www.nextcom.com/offline_branding [accessed: 7th November 2014]

Lecture 4

Offline Media

Offline media is a way of marketing an idea offline. Chaffey (2012) explains that owners may find greater success investing in other marketing aids such as; radio, print and television. This way of marketing may also increase the levels of visitors to the website. Conjointly to the increase in direct website views this may increase; branding or campaign searches. 

A plethora of researchers have concluded that there is a positive correlation between the investment in offline marketing and visits to a website. Hitwise (2006) found that companies such as, Sky, Orange and AA succeeded in an increase in URL searches when both online and offline marketing was applied. The searches for Sky were almost doubled. As shown below:

Advantages and disadvantages

The usage of offline media is highly efficient in reaching a high level audience due to there being no limitations or specific groups who can not be reached. 

On the other hand there are also disadvantages which include elements such as, higher levels of cost and wastage due to the resources needed. One of the main characteristics of online media, is the personalised factor, which is not possible though offline media.

Change within offline marketing

However, in recent years offline marketing is undergoing change. Around the globe people are spending more time viewing digital media, compared to offline.  Digital media is now more common than any traditional media productions. The study conducted explained that the sample size involved 32000 individuals form 31 different countries, The Guardian (2013)

An example of offline marketing has been illustrated by the television company TNT in Belgium.

References:

Chaffey, D., 2012, Digital Marketing, Fifth edition, Harow, Pearson Education Limited.

The Guardian, 2013, Digital media trends, available at: thttp://www.theguardian.com/advertising/digital-media-trends-digital-overtakes-offline Accessed: [23rd October 2014]

Lecture 3

Website design- suitability for purpose and audience

Several concepts were explored during this lecture including; Pay Per Click (PPC) and Search Engine Optimisation (SEO), both of which will be further elucidated within this weeks blog.

PPC, is a concept that can be found on search engines such as Google. PPC is activated when a user types in a specific phrase, which then activates the advert, normally situated on the right hand side of the searched listings. PPC's may also be labeled as 'sponsored links'. Companies using these links do not have to pay for such advertisement they only pay when someone selects the link.

SEO, is the ranking in search results when a combination of words are written. This is not a paid concept. Though, when a company wants to establish a higher search ranking charges occur. 

Kuoni

This is the website selected for analysis for the suitability for purpose and audience. This is a company which specialises in travel and designing holidays. The company was established in 1906, with the personal slogan 'Authentic travel. Exceptional service. Trusted Travel experts'.

In relation to a company website we had selected the travel company Kuoni. The SEO of this specific company is extremely high as they are right at the top when selected to search within: Google, Yahoo, Ask Jeeves and Bing.

References:

Dave Chaffey and PR Smith, 2002, Emarketing Excellence, Butterworth Heinemann.

Kuoni, Home, available at: http://www.kuoni.co.uk/offers?infinity=mac~TOY_2013_Core%20Brand_Exact~Core~3607461864~32509489174~kuoni~e&gclid=CJD82riktMICFcaFfAodulEAfw&gclsrc=ds [accessed: 23rd October 2014]