Week 8: Issues of online advertising

November 28^th, 2018

By M.Tourabi

Five important issues around online advertising 

1.   Brand safety: Companies should maintain processes that ensure a safe environment for ad trading, minimising the risks involving misplacement, protecting the integrity and reputation of brands, and reducing the funding of content and services that infringe copyright.

2.   Maximising ad viewability: Companies should use accredited technology partners to develop cross-platform standards, with a goal of achieving effective viewability, engagement and attention for advertisers' online campaigns.

3.   Tackling ad fraud: The investment brands make in digital advertising should be effective and reach the right audience and accredited technology solutions should be used to stamp out fraud.

4.   An ad funded internet: All forms of digital advertising should be effective, efficient and relevant to people¹s interests, providing revenue to publishers so they may continue to make their content, services and applications widely available to the public. Ad blocking undermines this aspiration.

5.   Privacy: Advertising businesses should give citizens greater transparency and control over the information that is collected and used to make advertising more relevant and effective.

References:

• The Balance Small Business. 2018. Ethical Issues in Online Advertising. [ONLINE] Available at: https://www.thebalancesmb.com/ethical-issues-in-online-advertising-39115. [Accessed 28 November 2018].
• IAB declares five biggest issues in digital advertising. 2018. IAB declares five biggest issues in digital advertising. [ONLINE] Available at: https://www.campaignlive.co.uk/article/iab-declares-five-biggest-issues-digital-advertising/1359879. [Accessed 28 November 2018].

Week 7: Digital Marketing tactics

November 14^th, 2018

By M.Tourabi

8 effective digital marketing tactics that will create positive results:

1.  Search engine optimization (SEO): A recent example involves the new HTTPS requirements already impacting SEO results as HTTP pages aren’t deemed secure enough.

2.  Research: Understand your audience and don't post generic messages all over the internet.

3.  Content marketing: To make content marketing work well, focus on mobile content, native advertising, influencer marketing, and marketing automation.

4.  Concept: Having a quality product and a professionally designed website may help attract the right people.

5.  Optimise for both Mobile & Desktop Marketing: The most important thing to figure out is how to convert inquirers into customers. So a business cannot ignore either desktop marketing or mobile marketing. Both are equally important to help reach a business’s marketing goals.

6.   Search Engine Marketing: Abbreviated as SEM, it’s a form of internet marketing where businesses increase their search engine results pages through paid advertising methods.

7.   Run A/B Split Tests Regularly: Companies must regularly test everything, from the smallest elements to the biggest variables. This can have a definite competitive advantage over other businesses.

8.  Social Media Marketing: To capture today’s audiences, companies can use automation to post content when they know their audience is reading, helping to reach people in other time zones.

References:

• Digital Marketing Consultant. 2018. 12 Effective Digital Marketing Tactics and Strategies in 2018 and Beyond. [ONLINE] Available at: https://mikekhorev.com/12-effective-digital-marketing-tactics-strategies-2018-beyond. [Accessed 14 November 2018].
• Digital Marketing Blog. 2018. 8 Proven Small Business Digital Marketing Tactics that Get Results. [ONLINE] Available at: https://www.lyfemarketing.com/blog/small-business-digital-marketing/. [Accessed 14 November 2018].

Week 6: What is CRM ? where does it stand in my business web?

November 7^th, 2018
By M.Tourabi


             Customer-relationship management

C.R.M - Customer relationship management & its means to improve the customer retention and driving driving sales growth.

C.R.M typically refers to the practices ,strategies and technologies that the company use to manage and analyse their interactions and data throughout the customer life cycle ( Tech target Margaret Mouse, January 2018).

C.R.M takes form in the communication between the customer and the company which would include the company's website, telephone,live chat, marketing materials and social media . Also, C.R.M provides customer-facing staff with detailed information, purchase history, buying preferences and concerns of the customer to help them achieve  effective communication.

Having a discussion of C.R.M has been insightful for me to plan to reach my segmented market better. I understood that It is very vital for a business to learn  its clienteles needs to achieve its best potential sales. This can be achieved through performing surveys, live chat and all forms of communication and interactions.

References:

• Salesforce.com. (2018). Beginner's Guide to CRM Systems. [online] Available at: https://www.salesforce.com/uk/learning-centre/crm/crm-systems/ [Accessed  29 Nov. 2018].
• Hillsberg, A. (2018). Best CRM Software Reviews & Comparisons | 2018 List of Expert's Choices. [online] Financesonline.com. Available at: https://crm.financesonline.com/uk [Accessed 29 Nov. 2018].