Introduction to Digital Marketing: Key Concepts and Tools
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Introduction to Digital Marketing: Key Concepts and Tools
- 2. Traditional vs Online Marketing
- 3. DO YOU KNOW ? • Global Digital Ad spend to overtake newspapers by 2015
- 4. SO WHAT IS ONLINE ADVERTISING? • Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. • It includes email marketing, search engine marketing, social media marketing, many types of display advertising (web banner advertising) and mobile advertising. • In 2012, Internet advertising revenues in the United States totaled $36.57 billion, a 15.2% increase over the $31.74 billion in revenues in 2011
- 6. What Is It? Why Use it? What Are the Advantages?
- 7. ? Paid Search ?? ? PPC ? ? Pay Per Click ?? ? SEM ? ?? CTR ?? ? CPC ? ? CPM ? ?? CPA ?? ?? QS ??
- 8. Search engine marketing (SEM) / Pay per click (PPC) • Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. • SEM may use search engine optimization (SEO), that adjusts or rewrites website content to achieve a higher ranking in search engine results pages or use pay per click listings.
- 9. Search Engines across the globe • Search engines with SEM programs • • • • • • • • • • • • • Google Yahoo! Bing Ask.com Soso.com - China Baidu - China Seznam.cz - Czech Republic Yandex - Russia Rambler - Russia Timway - Hong Kong Onkosh - Arabic search - Middle East Aýna - Arabic search - Middle East and North Africa Leit.is - Iceland
- 10. SO WHY GOOGLE ?????? • Because they provide the best search results for their users. • They are constantly updating their search algorithm to ensure that when you search for something you will get the best and most relevant results. • Google succeeds through innovation
- 11. Google Adwords Reaches Global Markets People use Google in over 100 languages The Google Network reaches more than 80% of worldwide Internet users. 11 Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) 11
- 12. The Google Network Google: #1 U.S. search engine: Search partners: Thousands of Content partners: 12