Digital Marketing Strategies: SEM, Opt-in Email & Online PR Analysis

This presentation provides an overview of internet marketing strategies, focusing on Search Engine Marketing (SEM), opt-in email marketing, online public relations, and digital media communities. It details the mechanics of SEM, emphasizing keyword research and content optimization to enhance website visibility. The presentation also highlights the importance of opt-in email marketing for effective communication with end-users, along with an example of a promotional email. It further explores online public relations, outlining strategies for building customer relationships through various channels like blogs, social media, and press releases. Finally, it discusses the use of digital media communities for file sharing, emphasizing platforms like cloud storage, email, and social media websites for efficient global communication. The presentation references several academic sources to support its analysis of these internet marketing techniques. Desklib provides this assignment as a resource for students, offering access to a wide range of solved assignments and past papers.

INTERNET MARKETING Task 2

INTRODUCTION
This presentation is prepared to highlight varied use of internet
with respect to promotion by using distinct digital marketing
communication. In this, discussion is made on search engine
marketing, opt-in email marketing, online public relations and
digital media communities.

2.1 MECHANICS OF SEARCH
ENGINE MARKETING
Search engine marketing can be refer to a practice of promoting
the websites by enhancing its visibility on varied search engine
with the help of paid form of advertisements. In this keywords and
site content are used to increase the ranking of the websites. Smart
Restorations Limited need to use search engine marketing in order
to boost the traffic of the websites.

MECHANICS OF SEARCH
ENGINE MARKETING
Underneath mentioned the process of search
engine marketing:
 Research
 Reporting & Goal Setting
 Content Building
 Page Optimisation
 Social and Link Building
 Follow up Reporting and Analysis

2.2 OPT-IN EMAIL
MARKETING
Opt-in email marketing can be refers to a practice of giving option
to users to receive email on regular basis. Company offer this
option at the time of either signing up on the websites or by visiting
on websites. From this, communication can be reach to end users in
an effectual manner.

OPT-IN EMAIL MARKETING: SMART RESTORATION
Dear Customers,
Now avail up to 30% off on office tables and work stations along with 10% cash back. Wide
range of office tables and work stations are available that adjust with your needs. Items
purchased by availing this offers will be delivered half of the delivery charges. A 7 days return
policy is also attached to this offer which offers high convenience and comfort.
Hurry!! It’s a limited time offer ending on 15th May.
You are receiving this email as you have accepted to receive our newsletter. To unsubscribe, click
here.
- Smart Restoration
www.smartrestoration.co.uk

2.2 ONLINE PUBLIC
RELATIONS
Company need to develop healthy relations with customers in order
to get their attention repeatedly. It is a practice of influencing
customers to buy the product on repetitive basis. Smart Restoration
can be adopt this practice in following manner:
•Traditional writing over the internet
•Bloggers
•Websites and brand sites
•Social media: Facebook, YouTube, Reddit
•Awards, exihibition
•Web searches

BEST PRACTICE
Audience targeting: Specific set of
customers can be targeted
Press conference: This acts in increasing
awareness in the form of publicity
Press release: Releasing written
communication in media aids in
attracting more of customers.
E-newsletter: This can be send on email
id to reach large set of customers.
Webcast: From this, video or audio content
can be shared to audiences.
Speaking Engagement: Key executive of
company sharing the thought on online
platform.
Corporate event & Sponsorship: Cited
company can focus on this aspect in order
to increase the brand awareness.
Dedicated Media list: Targeting each
customers with different media.

2.4 DIGITAL MEDIA
COMMUNITIES
This refers to a place where business can easily share the file with
their customers. In present time, business is becoming global and
therefore sharing documents in physical is bit time consuming and
costly affair. Hence, varied digital media communities can be used
in this context.

FILE SHARING SITES
Cloud: Smart Restoration can be share the data through cloud
storage. Here, data can be shared on online platform and hence
can be retrieved from anywhere. Here data doesn’t available to
mass audiences.
Email: This can be used to share small files and text based
information. It is highly confidential platform:
Social media websites: Websites like Facebook, YouTube, Google+,
Instagram and other related can be used to share information.
These are the most likely platform for sharing images and videos
with respect to marketing.

REFERENCES
Utz, S., Schultz, F. and Glocka, S., 2013. Crisis communication online: How medium, crisis type and emotions
affected public reactions in the Fukushima Daiichi nuclear disaster. Public Relations Review, 39(1), pp.40-46.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2012. Marketing: an introduction. Pearson Prentice-Hall,
London.
Erdoğmuş, İ.E. and Cicek, M., 2012. The impact of social media marketing on brand loyalty. Procedia-Social and
Behavioral Sciences, 58, pp.1353-1360.
Cobb, N.K., Brookover, J. and Cobb, C.O., 2015. Forensic analysis of online marketing for electronic nicotine
delivery systems. Tobacco control, 24(2), pp.128-131.
Walrave, M. and Heirman, W., 2013. Adolescents, online marketing and privacy: predicting adolescents’
willingness to disclose personal information for marketing purposes. Children & Society, 27(6), pp.434-447.
Schwarz, J.A., 2013. Online file sharing: Innovations in media consumption. Routledge.
Marx, V., 2013. Biology: The big challenges of big data. Nature, 498(7453), pp.255-260.
John, N.A., 2013. Sharing and Web 2.0: The emergence of a keyword. new media & society, 15(2), pp.167-182.
Ledford, J.L., 2015. Search engine optimization bible (Vol. 584). John Wiley & Sons.
Berman, R. and Katona, Z., 2013. The role of search engine optimization in search marketing. Marketing
Science, 32(4), pp.644-651.