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UNIT- 2Introductions to E-Marketing Q1) What is traditional marketing?A1) Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing. It’s the most recognizable typse of marketing, encompassing the advertisements that we see and hear every day. Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone. Print marketing is the oldest form of traditional marketing. Loosely defined as advertising in paper form, this strategy has been in use since ancient times, when Egyptians created sales messages and wall posters on papyrus. Today, print marketing usually refers to advertising space in newspapers, magazines, newsletters, and other printed materials intended for distribution.Traditional Marketing CategoriesPrint: Includes advertisements in newspapers, newsletters, magazines, brochures, and other printed material for distribution Broadcast: Includes radio and television commercials, as well as specialized forms like on-screen movie theatre advertising Direct mail: Includes fliers, postcards, brochures, letters, catalogues, and other material that is printed and mailed directly to consumers Telemarketing: Includes requested calling and cold calling of consumers over the phone Q2) Who implements traditional marketing strategies? A2) Because it encompasses so many different strategies, nearly every company selling a product or service uses one or more types of traditional marketing as part of an overall advertising strategy. For the most part, this form of advertising depends on the company’s available marketing budget.Mid-sized companies and large corporations are most likely to use TV commercials. Advertising on television is usually the most expensive form of marketing, with prices depending on the time slots and programming content. For example, a 30-second commercial during Super Bowl 2012 was around $3.5 million, more than $100,000 per second—and that figure doesn’t include production costs.Bigger companies also use direct mail more often, as the design, printing, and mailing expenses can add up to substantial amounts. Mid-sized and large businesses often use all forms of traditional marketing in one way or another.Entrepreneurs and small businesses, who may have limited marketing budgets, most often use print marketing in newspapers or newsletters to advertise to local customers. Many also place local radio advertisements. Some use direct mail, and a few may employ limited telemarketing.While network television commercials are usually out of the budget range for smaller companies, local cable programming has made television advertising more accessible for these types of businesses, with costs running as low as $15 for a 30-second spot, plus production expenses. Q3) How is a traditional marketing plan developed?A3) The strategies for developing a traditional marketing plan vary widely, according to the form of advertising used and the type of business. In some companies, particularly small businesses, the entire staff will contribute to planning and execution. Larger companies often have marketing departments dedicated to creating advertising campaigns that use traditional marketing.Interesting Traditional Marketing StatsTelevision is still the most effective form of advertising, with the highest ad revenue in the United States—totaling $78.5 billion in 2011 In the UK, 57% of people consider television advertising the most impactful. The second highest is newspaper advertising, at just 15 percent. Radio advertising generated more than $17 billion in ad revenue during 2011. This form of advertising is also the least ignored, with nearly 70% of listeners keeping the station tuned in during commercials compared to the second highest—television, at just 20 percent. Print advertising generates nearly $30 billion in ad revenue every year. While revenue for print media has slightly declined as online revenue rises, this form of marketing is still effective for many businesses. The first step in developing a plan is to choose print, broadcasting, direct mail, or telemarketing. This choice depends on the budget and the marketing message conveyed. For example, a store that’s announcing a sale will use more immediate impact strategies like broadcasting or print, while a business launching a general awareness campaign might choose direct mail, which stays in consumers’ hands for a longer period of time.For print and broadcast marketing, the business must arrange to purchase advertising space. The timing of this step depends on the lead time, or how far in advance the advertising space must be purchased. Some print media, such as wide-circulation magazines, have lead times of several weeks. For example, an advertisement in Sports Illustrated magazine must be reserved at least five weeks in advance and longer for premium placement. Other markets have shorter times, with some newspapers allowing next-day ad placement.The development of marketing materials also varies depending on the form. Direct mail and print campaigns require graphic design and copywriting. For telemarketing, the advertisers write a script for the sales representatives (or outsourced telemarketing company) to follow. Radio ads may be either produced and pre-recorded, or scripted and read by on-air personalities. Finally, television commercials can either be written by the marketing department and produced in-house, or contracted out to production companies.A brand manager is responsible for planning, developing, and directing the marketing efforts for a particular product or brand. This may be an entire company, or a line of products within a large company.Brand managers coordinate the activities for a team of marketers involved in several facets of operation, including research and development, production, sales and advertising, purchasing, distribution, packaging development, and financing. These professionals decide on marketing strategies, conceptualize and oversee marketing campaigns, and control the brand’s public image through advertising. Q4) How can a marketing school help you succeed?A4) Explore the bond between business and consumer behaviour with a degree in marketing.Traditional marketing is a diverse field, involving many different strategies and methods. Earning a degree through a marketing program provides the knowledge and skills required to effectively use traditional marketing techniques — from print to broadcast.Coursework in marketing programs are designed with traditional marketing strategies in mind. Many schools offer degree programs geared specifically toward print or broadcast marketing, such as Broadcasting Media and Graphic Design. This includes subjects like communication, which helps professionals understand the most effective ways to design and deliver traditional marketing campaign. Marketing programs will also have courses on consumer psychology, which teaches a strong understanding of buying habits and motivations. To learn more about how a degree in marketing or advertising can help create effective traditional marketing campaigns, request more information from schools that offer these courses. Q5) What Is E-Marketing and what are its advantages?A5) E-Marketing (a.k.a. electronic marketing) refers to the marketing conducted over the Internet. Two synonyms of E-Marketing are Internet Marketing and Online Marketing which are frequently interchanged. E-Marketing is the process of marketing a brand (company, product, or service) using the Internet through computers and mobile devices mediums. By such a definition, eMarketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.Advantages of e-MarketingAbility to target your customers faster and cheaper Reduction of marketing costs through automation of electronic media Near real-time interaction between the marketer and the end user Ability to quantify and collect user data One-to-one marketing experience Increased interactivity Ability to implement marketing strategies in a short time-frame Ability to scale with the market Appeal to specific interests Geo-targeting Q6) What are the types of E-marketing and its importance? A6) Types of E-MarketingSearch Engine Optimization (SEO) Paid Advertising (PPC) Email Marketing Social Media Marketing Mobile Marketing Importance of E-MarketingThe return on investment(ROI) from E-Marketing can far exceed that of traditional marketing strategies. Also, the transparency of the internet allows the marketer to have access to analytics and data in a near real-time fashion which will allow the marketer to make changes to align with the market’s reaction thus making E-Marketing a preferred solution for Marketing Professionals. Q7) What are the goals while constructing their websites?A7) Business should try to meet the following goals while constructing their Web Sites:Convey an integrated image of the organisation Offer easily accessible facts about the organisation. Allow visitors to experience the site in different ways and at different levels. Provide visitors with a meaningful two way interactive communication link with the organisation. Sustain visitor attention and encourage return visits. Offer easily accessible information about products and services and how to use them. Q8) What are the Aspects of the unique presentation of material?A8) The concept of uniqueness is widely used on the Internet, and it is attributed mainly to a quality of a content. Texts should be exclusive, written to order. Words repeated in separate blocks of articles should not coincide with other search results. The nuances listed below can be attributed to the aspects of creating a unique content.1. Creation of unique content for search engine robotsSearch robots evaluate the uniqueness of the material submitted, using separate pieces of the text. They are entered into a search engine and checked. As a result of indexing, a verdict is made about the quality of the content, and the page of the site is risen or lowered in the search results.2. Transferring unique experience to the visitors of a resourceVisitors of a site look for answers to specific questions. Usually, they use several resources at the same time. Among the information found, the most complete, useful and relevant content is accepted as worthy of attention. When creating informational texts, it is important to collect as much useful data as possible, to compose articles better than competitors do, and to add unique details that are absent on other resources.In addition to the technical uniqueness of the text, the originality of the transmitted experience is also important. It is optimal if the text is written by a specialist in the chosen field because such a person can convey implicit nuances, and not just rewrite the topic. Good articles are quickly copied by sites-competitors, but during their existence, they manage to earn a good rating for their company.3. The originality of the presentation of the finished contentThe uniqueness of content can also mean its original presentation, which will interest users and encourage them to visit your resource or order the services of your enterprise. The creative approach creates a certain “boom”. This kind of uniqueness can also be attributed to the use of the original corporate style of the company that causes a number of associations and brand memorability. Q9) What is paramount when promoting a website?A9) The uniqueness of content is important but not always the main factor of promotion. Its impact on the popularity of a project depends on the methods of obtaining traffic and the needs of visitors.For example, an online clothing store that receives traffic from contextual advertising does not need to post 100% unique texts. For such a project, it is more important to create an informative content, where each product card will have an accurate description of the sizes, fabrics, functional features of a model, all those characteristics that a user will want to know before buying the goods. The uniqueness of the texts fades into the background and is an additional bonus.A personal blog that will earn on advertising, on the contrary, should transfer to users not only technically unique information but also an exclusive experience. Articles should consider popular issues. Presentation of the topics should be attractive. The acquaintance of readers with new horizons of thinking, providing them with fresh impressions are welcome.When planning a content, it is important to consider the attendance of the resource. What is the best way to draw the attention of users? What qualities of content are they interested in? What will cause them to move to other pages, to visit the site again? What will motivate them to make a call? For competent site design, it is important to understand the needs of the target audience well and create content that meets these needs. Q10) What are the benefits of content marketing?A10) Benefits of Content MarketingBefore we get into the content formats, let’s look at why content marketing is such an essential marketing tool. As we said, content is an essential part of email marketing which has a high ROI of around $40 for every dollar spent. Content is also one of three main SEO search ranking factors. Get your content right, and people won’t just find your site in search results. They may also visit, stick around and become customers. And content can help you build trust and authority. It does that by showing your expertise and giving visitors and customers helpful information. But here’s the thing: no single type of content will appeal to every visitor. That’s why it makes sense to vary your content. The content formats listed below will help you get started. We’ve included a table of contents so you can jump to the one you want to try first.Blog Posts Long Form Articles Original Research Video Infographics Images Case Studies White Papers/Reports Ebooks Presentations Webinars Quizzes and Polls Podcasts Checklists Email Newsletters 1. Blog PostsLet’s start with blog posts. That’s the content format most people think of as content marketing.Blog posts are relatively easy to produce, especially if they’re not too long and don’t contain a lot of images.And the potential benefits are worth it.Done right, blog posts can help you:Build up a set of authoritative content in your niche Get more citations from other trusted sources, leading to better search ranking Have content that you can change into other content formats You can also use guest blogging to build up your inbound link profile.Blogging covers many types of articles. These include how-tos, reviews, lists and more. Many of these are among the most shared content online.To get started with writing blog posts:Use headline tools to help you find the best headline ideas Check out some blog post ideas for inspiration Optimize your content and link posts together for better SEO 2. Long-Form ArticlesLong-form articles are another form of content worth your time.It’s a type of blogging, but long-form content can also stand alone. One example is Moz’s website migration guide, which is more than 17,000 words long.According to the data, people love to share long-form articles on social media. That results in more traffic to your website. You also get the indirect SEO benefits of social signals.If you want to use the long-form content format, then you’ll need to research and write content with real depth.For example, some people publish “ultimate guides” to topics. These can have several chapters, each on its own URL. That means there are lots of chances for the guide to appear in search results.One option is to use your own industry expertise to produce in-depth and well-researched long long-form content. Another is to check out the content that’s already around, and try to produce something better, fresher, and with more resources.3. Original ResearchOriginal research is another of the popular content formats which get links and shares across many platforms. According to Buzzsumo, content related to research findings can attract millions of shares.Original research is also a great way to get inbound links. This happens when people cite your work, and it’s great for SEO. An example of original research is the CMI’s annual report on B2B content marketing.There’s only one issue: producing in-depth research can be time-consuming and costly.If you want to speed up the process, carry out a survey, using WPForms. Then use the built-in reporting dashboard to get charts to help you visualize the results.4. VideoAs our article on video marketing statistics shows, video is a proven attention-getter online. Most age groups watch video. It’s also one of the most popular content formats for mobile device users. And data from Google shows that video is a trusted source for 40% of millennials.But video’s also one of the content formats that contribute to business revenue.Aberdeen Group shows that marketers who use video get 66% more leads a year than those who don’t. Brand awareness improves too. And Wyzowl found that 81% of those using video marketing saw an increase in sales.There are lots of ways you can use video in your business. Here are a few ideas:Use an explainer video to introduce people to your business Create a video showcasing features of your products or services Shoot a tutorial to give visitors step by step instructions on using your product You can also get video views by tapping into popular culture or questioning social norms. One example is the Like a Girl campaign from Always. This turns a phrase that can be negative into a positive affirmation.So, how do you get started with creating video content? Here are a few suggestions:YouTube makes it easy for anyone to have a video channel. You can even shoot video on your smartphone and upload it via the YouTube Studio app. Use a video creation tool like the ones listed here. Or go live, as live video is now more popular. If you want to take this last option, Facebook suggests you:Make sure you’ve got a great internet connection Let people know you’re planning to go live and encourage them to subscribe Write a catchy description; that’ll come in handy for people watching it later 5. InfographicsDid you know that infographics are also among the most shared content online? And that 84% of those who use infographics to market their business find that content format effective?These are just two reasons why infographics are a form of content you can’t ignore.It’s important to get the graphic elements right and make your infographics attractive. But don’t forget to make the information is interesting and reliable. That creates a linkable, shareable resource, like this example from Marketing Profs:If you want to use this content format, here are a few tips to get you started:Plan your infographic like any other piece of content so it tells a story. A blog post outline can be a good starting point Give it a good headline and interesting subheadings Use Canva, Piktochart, or another visual content marketing tool to create it. 6. ImagesWhile we’re on the topic of visuals, let’s not forget about images. Every internet minute, 15,000 GIFs are sent on Messenger, and 46,200 Instagram posts are uploaded.Images make people more likely to share written content on both Facebook and Twitter.Here are some options for using images as a content format:Turn the key takeaways from your blog post into a quote graphic with Canva or Stencil Visit Know Your Meme and pick a popular meme that you can adapt and share Use Google Photos to create a short animation from a couple of still photos Find or create a shareable GIF with Giphy 7. Case StudiesCase studies are one of the most effective content marketing formats for winning new business.Case studies give you the chance to feature your customers and to:Show off what you’re doing right Create niche-specific content Build trust and authority Highlight your competitive advantage 8. White Papers/ReportsWhite papers and reports can help to engage your audience.In fact, according to Forbes 79% of B2B buyers share white papers with their colleagues. That adds up to a huge opportunity for you to win more business.The best white papers aren’t a marketing pitch. Instead, they aim to help the target audience. Even without the hard sell, they’re effective.The best white papers:Focus on one key issue. They are relatively short, at about 6 to 10 pages Use in-depth research Back up any claims with verifiable statistics Include charts, graphs, and pull quotes Have a call to action so readers know what to do next 9. EbooksEbooks are another great way to create content quickly. Done right, an ebook can be an excellent lead magnet and can help solve your customers’ problems.Hubspot uses ebooks as lead magnets on many blog posts, helping them become a hugely successful company. Check out the share numbers for some of their most popular lead magnets below:If you’re planning to create an ebook, a good starting point is an in-depth blog post or piece of long form content.10. PresentationsIf you’re already promoting your business with presentations, then this is a useful content format. Plus, it’s pretty easy to put them online with a SlideShare account.Traffic Generation Cafe found SlideShare an effective way to:Generate traffic to the website Increase the number of Facebook fans Gain engagement on SlideShare itself By uploading presentations to SlideShare, the site moved from 0 to 243,000 views within just 30 days.To get started with SlideShare, just create and upload a presentation that’ll interest your target customers. Tag it with around three keywords to make it easy to find.Add it to your LinkedIn profile (LinkedIn is SlideShare’s parent company) to make it even more visible. Promote your presentation via the usual marketing channels.11. WebinarsThe stats show that webinars (which are online seminars) are an excellent business content marketing format. According to ReadyTalk, between 20% and 40% of those who attend webinars become qualified leads.Meanwhile, the Branded Solopreneur found that between 2% and 5% of attendees actually make a purchase.Those are pretty good numbers, aren’t they?Webinars usually consist of a presentation plus a brief Q&A session. They help you show off your expertise. You can also demonstrate products and services so that attendees actually want to use them.To test the water with creating a webinar, try using Zoom which lets you host a 40-minute online meeting with up to 100 attendees for free.12. Quizzes and PollsAccording to CMI, quizzes are one of the most engaging content formats. They will definitely get your audience’s attention.Similarly, polls can boost engagement by making participants curious about the results.Shareable, fun content makes a good addition to any content strategy. And since they’re usually easy to complete, that’s an added bonus for your audience.To create quizzes online, use a tool like Quizzr or Playbuzz. For polls, use the tools built into many social sites, or try WPForms.13. PodcastsAccording to Edison Research, the number of podcast listeners has grown in the last five years. Today, 15% of the US population listens to a podcast at least weekly.So it’s clear that a podcast is a great content format to engage your audience. Podcasts let people access your content at their own convenience. They are also another great option for repurposing existing content.For example, if you’ve created a video, the audio can easily become a podcast. And you can also read a blog post to make that into a podcast episode too.If you’re looking for an easy way to start your own podcast, follow this tutorial from WPBeginner.Top Tools: Start your own podcast today with one of the best WordPress podcasting plugins from our list!14. ChecklistsOne of the easiest content formats to create is a checklist. They’re insanely popular, attracting hundreds of thousands of shares in some cases.This type of content includes worksheets, tip sheets, and cheat sheets. They’re easy to make by pulling out the key points from another type of content (like a blog post).Next, you can layout your cheat sheet in a Google Doc or Word document and export it as a PDF. Alternatively, use software like Canva to make it into a graphic and do your PDF export from there.15. Email NewslettersYou probably don’t think of your email newsletter as a content format, but it totally is.Sure, email newsletters are a great way to highlight the content you’ve created in other formats. However, they can also be something completely new.As we saw earlier, email has great ROI. That’s why you can’t ignore this content marketing format. See our tips on how to create an email newsletter to get started.Now you know some of the content formats you can use to improve your content marketing strategy. Next, check out some content marketing examples for inspiration, and learn about content curation.There’s just one more thing to help you get more from your content: promotion. OptinMonster’s a great tool to help you with that. In fact, Social Media Examiner got 250,000 new subscribers by promoting its content with OptinMonster.
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