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: The importance of video marketing

As digital and social media marketing has become an essential tool in the promotion of business activity, so has video marketing. An estimated 90% of marketers claim that video marketing is an important tool (Hall, 2017) and are anticipating expanding their online communications strategy to fit video marketing in. Why are professionals keen on expanding their online… Continue reading Semester Two: The importance of video marketing

Semester Two: Facebook & Social Media Campaigns

Social media marketing has reached an unprecedented high over recent years, allowing companies to interact directly with their client base. Whilst the importance of social media marketing is paramount it is still advisable to plan accordingly and practice restraint, as ill-timed or misguided use of social media can lead to angry customers and a poor… Continue reading Semester Two: Facebook & Social Media Campaigns

Semester two: Web analytics

Web analytics are a useful way for companies to monitor and track the visitors of a website. According to Beasley (2013) the most useful information gained from web analytics is the ability to record user viewership on pages with further insight into how and when they access a page. This information is highly valuable in gaining… Continue reading Semester two: Web analytics

Semester two: SEO

Search engine optimisation (SEO) is a tool used by businesses for increasing traffic to websites, with the optimal aim of increasing website visibility and search engine rankings (Pophal, 2010). Traffic is increased through SEO by incorporating keywords into website pages and products. Keywords can further be referred to as focus words, these are words which sum… Continue reading Semester two: SEO

Semester Two: Selected social media.

Social media is a key platform for businesses looking to expand their horizon’s, and has become a key tool witin business marketing (Arnaboldi and Coget, 2016). The growth of social media in recent years has accounted towards a rise in brand receptiveness, as reported 92% of consumers are more likely to purchase from a company with… Continue reading Semester Two: Selected social media.