INMA_A01.QXD
clicked yet?”’ in Chapter 4 illustrates well). Many state ‘Visit our web site!!’, but clearly, a more specific strapline can be ...
physical reminder in the office can be helpful. Examples, usually delivered through direct marketing, include brochures, catalog ...
three sites listed in the results from a search, but the figure and the box ‘Understanding consumer search engine behaviour’ sho ...
Remember though, that search engine marketing is only one online digital communi- cations tool. For established brands, we commo ...
(a) Search engine optimisation (SEO) Search engine optimisationinvolves achieving the highest position or ranking practical in t ...
Search engine registration For success in search engine marketing, the first thing that companies need to check is that they are ...
Unfortunately it can take time for a site to be ranked highly in search results even if it is the index: Google reputedly places ...
search tool and the keyphrase analysis tools from vendors such as Overture (www.over- ture.com) listed at the end of the chapter ...
Google became popular. Page Rankhelps Google deliver relevant results since it counts each link from another site as a vote. How ...
5 Alternative graphic text A site that uses a lot of graphical material and/or plug-ins, is less likely to be listed highly. The ...
Managing pay-per-click To participate in PPC, clients or their agencies commonly use PPC ad networks or brokers to place and rep ...
Optimising pay-per-click Each PPC keyphrase ideally needs to be managed individually in order to make sure that the bid (amount ...
The web has become very important to PR. Mike Grehan, a UK search engine marketing specialist, puts it this way: Both online and ...
What is online PR? Online PRor e-PR leverages the network effect of the Internet. Remember that Internet is a contraction of ‘in ...
Online PR activities Activities which can be considered to be online PR include: (a) Communicating with media (journalists) onli ...
2 ONLINE PR (c) Blogs, podcasting and RSS Web logs or ‘blogs’ give an easy method of regularly publishing web pages which are be ...
(e) Creating a buzz – online viral marketing From a functional point of view, online viral marketing often involves generating w ...
Some of the issues with balancing spend between affiliate marketing and other online communications techniques and offline commu ...
(b) Online sponsorship Online sponsorship is not straightforward. It’s not just a case of mirroring existing ‘real- world’ spons ...
with a banner advertisement, and the remaining half were shown a nearly identical image with web sponsorship identifications (su ...
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