Semester Two: Digital Marketing in action – An integrated approach.

The previous posts have reiterated the importance of digital marketing strategies for E-commerce companies, whether developing Pay per click campaigns or YouTube video’s it is vital to combine all aspects of a digital marketing strategy together. Modus Novels have created an integrated marketing campaign, one which creates a seamless experience for its target market to… Continue reading Semester Two: Digital Marketing in action – An integrated approach.

Semester Two: Pay for click

Pay per click advertising allows advertisers to bid against each other for key words or phrases, competing to gain the highest ad placement in sponsored results (Jones, 2013) where the advertiser only pays if the consumer clicks on the advertisement to read more about a product (Fjell, 2009). The key difference between pay per click and… Continue reading Semester Two: Pay for click

Semester Two: Why content is king.

Content marketing is defined as the process of creating and distributing relevant content to attract and engage with a target audience (Baltes, 2015). Content marketing, which can include blogs, photography, and videos, works to add value to a website and create an emotional connection with visitors. Treu (2014) notes that content marketing assists a brand to stand… Continue reading Semester Two: Why content is king.

Semester Two: YouTube evaluation

Prior to developing their video marketing strategy Modus Novels conducted research into their competitors and what style of video marketing they use. Waterstones and WHSmith (YouTube, n.d.) (YouTube, n.d, b) Waterstones and WHSmith adopt a very formal approach, by using question and answer sessions, discussions, and panel event videos to promote the products they are… Continue reading Semester Two: YouTube evaluation