Topics

• The four key 3-letter acronyms– SEO– SEM– SMM– SMA

• Objective based digital marketing• Case Study Scenario

Four key 3-letter acronyms to the web marketing world

SEOSEARCH ENGINE OPTIMISATION

SEO

• Slower results• More powerful results (in most cases)• Achieved by a number of on-site and offsite

activities• Expensive and time consuming but benefits

are quite high

SEO

• Optimizing content on the website (keyword density & quality)

• Optimizing site structure (links + html structure)

• Offsite activities:– Back linking (obtaining links from relevant sites +

articles)– Authoring Articles related to topic off site with

links

SEMSEARCH ENGINE MARKETING

SEM

• Immediate results• Only pay for what is clicked• Responsive (can be changed fast)• Can be used for more campaign specific

models• Can be overlooked• Expensive long term, cost-effective short term

SEM

• Multiple models of marketing:– Search Marketing (within Google Search results)– Site Marketing (within the Google display

network)

SMMSOCIAL MEDIA MARKETING

SMM

• Purpose specific• Brand strengthening• Market specific

SMM

• Examples of effective SMM:– WotIf

Day 1 Day 2

SMASOCIAL MEDIA ADVERTISING

SMA

• Very targeted• Used for campaigns/ specific products• Can be used for brand awareness• Can be linked to Social Media Page/ Landing

page

SMA

• Examples of effective SMA:

OBJECTIVE BASED DIGITAL MARKETING (OBDM)

What is OBDM

• The name implies all that is involved. In the digital marketing sphere object oriented (or based) Digital marketing works towards achieving a goal via digital marketing means

Objective

Budget

SWOT

Choice of mediums

Implementation

Testing

Alteration

ROI assessment

FAKE CASE STUDY EXAMPLE

Objective

Budget

SWOT

Choice of mediums

Implementation

Testing

Alteration

ROI assessment

SELL 10,000 UNITS OF PENS @ $1.50 ea (cost $0.20 ea)

$8,000 (over 6 months)

SWOT (product analysis)

(__________)

(__________)

(__________)

(__________)

ROI assessment