CIM Digital Marketing Essential

Topics: Marketing, Internet marketing, Search engine optimization Pages: 29 (5296 words) Published: February 26, 2014
125-Digital Marketing Essentials. December 2013,

2013

CAM Diploma in Marketing
Communications
125 – DIGITAL MARKETING ESSENTIALS ASSESSMENT DECEMBER 2013

1|Page

125-Digital Marketing Essentials. December 2013,

1.

TASK ONE – MIND MAP FOR DIGITAL MARKETING (Total Word Count 2389) ........................... 4 1.1

Introduction............................................................................................................................... 4

1.2

Key Elements of the Campaign ................................................................................................. 4 1.21

Email marketing ................................................................................................................ 5

1.22

Search Engine Optimisation (SEO) .................................................................................. 6

1.23

Pay per click (PPC) ........................................................................................................... 7

1.24

Social media ...................................................................................................................... 8

1.25

Online advertising ............................................................................................................. 9

1.26

Affiliate marketing .......................................................................................................... 10

1.27

Text messaging ............................................................................................................... 10

1.28

Blogs, RSS and News Feeds ........................................................................................... 10

1.29

Content marketing ........................................................................................................... 10

1.3

The Role of Search Marketing ................................................................................................ 11

1.4

Conclusion .............................................................................................................................. 14

2. TASK TWO – MIX OF ONLINE AND OFFLINE MARKETING COMMUNICATIONS (Total Word Count 876) ................................................................................................................................................. 14 2.1

Introduction............................................................................................................................. 14

2.2

Online and Offline Marketing Communications Techniques .................................................. 14 2.21
2.22

3.

Offline marketing communication techniques ................................................................ 16

2.23
2.3

Online marketing communication techniques................................................................. 16 Nurturing Prospects......................................................................................................... 17

Conclusion .............................................................................................................................. 17

TASK THREE – SOCIAL MEDIA MONITORING (Total Word Count 1076) ................................... 18 3. 1

Introduction............................................................................................................................. 18

3. 2

Monitoring Social Media Content........................................................................................... 18 3.21
3.22

Segment target market ........................................................................................... 19

3.23
3. 3

Identify terms to monitor ...................................................................................... 18 Personalised response ............................................................................................ 20

Improving Online Consumer...

References: Berry, A. and Bernard, C. (2011) A Few Good Tools for Measuring and Monitoring Social Media,
Accessed online at: http://www.idealware.org/articles/few-good-tools-measuring-and-monitoringsocial-mediaon October 3, 2013.
Chafey, D. (2013) Definitions of Emarketing vs Internet vs Digital marketing, Accessed online at:
http://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/definitions-ofemarketing-vs-internet-vs-digital-marketing/October 3, 2013.
Coleman, A. (2012). How social media can benefit small businesses. The Guardian.
Evans, M. M., Foxall, G., & Jamal, A. (2009). Consumer Behaviour. London, UK: Wiley.
Katz, E., & Lazarsfeld, P. F. (1955). Personal influence. New York: Free Press.
Lantos, G. (2010). Consumer behaviour in action: Real-life applications for marketing managers.
Marcus, J. (2004) Amazonia. Five years at the epicentre of the dot-com juggernaut, The New Press, New
York, NY.
Roberts, M. L., & Zahay, D. (2003). Internet marketing: integrating online and offline strategies.
Sherman, C. (2006) The State of Search Engine Marketing 2006, Accessed online at:
http://searchengineland.com/the-state-of-search-engine-marketing-2006-10474 on October 5,
Sullivan, D. (2010) Does SEM = SEO + CPC Still Add Up? Accessed online at:
http://searchengineland.com/does-sem-seo-cpc-still-add-up-37297 on October 2, 2013
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