Chapter 2 : Digital Marketing Toolbox :
Email, websites, SEO and paid search
Including my class notes
1- Email
Advantages :
The email or content is delivered direct to the
consumer’s mobile or desktop
The email process provides key metrics
Email is easy to share
Email can be tested
Challenges:
Getting through all the spam
Producing relevant and regular content
Perceived as being ‘free of charge’
EMAIL TYPES
Planned emails typically include daily or weekly
updates to drive the recipient to take action, such as
reading a blog, booking a ticket or other conversion
activity
Triggered emails occur when an event or activity has
taken place. This can include:
• Visiting a website, adding items to the shopping
basket but failing to complete the sale
• Filling in an online form to request a download
• Completing a sale
• Making a donation
Triggered emails can be dynamic or automated and
built into customer relationship management systems.
Steps in planning an email campaign
1. Capture data with consent
2. Add into email system
3. Segment lists into relevant groups or personas
4. Create winning subject lines
5. Build in instructions – calls to action
6. Create content
7. Test to see which subject lines or images work
best
8. Measure the results
9. Update the database
Notes:
emails about products forgotten in you shopping basket
==> A type of conversion action
-Emails are brand owned touch points
2- Website
Website purpose and functions
• An information site: provides information for
existing and potential customers
− E.g. Government or traditional manufacturing website
• A repository of information or materials:
offers online records and resources
− E.g. Wikipedia
• A shopping site: enables customers to browse
and shop
− E.g. Your favourite online retailer
• A utility site: Enables customers to perform a
useful action
− E.g. currency conversion websites
• A customer service portal: Signposts to a
customer login area
− E.g. IT support services
Website usability :This concerns how easy a website is to
use and this simplified term encompasses a whole area of
website usability, often known as UX.
Usability is based on five quality components:
• Learnability: How easy is it for users to accomplish basic
tasks on the website?
• Efficiency: Once users have learned how the website
works, how quickly can they perform the tasks?
• Memorability: When users return to the design after a
period of not using it, how easily can they re-establish
proficiency?
• Errors: How many errors do users make, how severe are
these errors and how easily can they recover?
• Satisfaction: How pleasant is it to use the design?
 Chapter 2 : Digital Marketing Toolbox :
Email, websites, SEO and paid search
Including my class notes
2- Website
Notes:
-Cold traffic refers to prospects who haven’t heard of
you and know nothing about your company( exp: when you
look at a certain product after being exposed to an ad
without having a prior knowledge of the brand)
-Warm traffic: refers to those who have been to your
website before and are aware of the products and
services you offer. This group is considerably easier to
reach because you simply remind them to return to your
website.
Tip: It’s important to keep your website always updated
(exp: always post new blogs and articles)
3- Search Marketing:
Search engines automatically crawl through websites to
generate a sophisticated database of content using
‘robots’ and ‘spiders’.
The content is stored and returned in microseconds
when people search online.
The pages which are shown to the person searching are
called Search Engine Results Pages (SERPs) and usually
show websites or specific web pages relating to the
search, known as ‘landing pages’
Google rewards content that is recent and relevant
The concept of ‘recent’ considers the newness of the
content
The notion of ‘relevance’ is based on how closely it
matches the search terms.
Search marketing is the practice of improving an
organisation’s place in the search engine results.
The words used by the person searching are called
keywords or key phrases and these can extend to whole
sentences, not just a few words
SEO: Search Engine Optimization
The practice of improving an organisation’s place in
the Search Engine Results Pages (SERPs) using
organic or free methods
On page SEO : On-page SEO concerns the
content on the web pages, the speed of delivery
and the accessibility of the web page, whether
viewed on a desktop, tablet or mobile device.
Off page SEO : relates to methods of mentioning
the web page in other places
On page SEO : On-page SEO concerns the content on the
web pages, the speed of delivery and the accessibility of
the web page, whether viewed on a desktop, tablet or mobile
device.
Web content comprises many different items, such as:
words, images, video, headings, as well as ‘tags’ and data.
Tags are indicators of content importance and can
incorporate searchable words.
SEO data tags include meta-descriptions, meta-tags and
on-page headings
Website speed is another critical issue, as Google may be
able to access how quickly (or slowly) a web page is
presented to the viewer. The speed of delivery, or page
loading speed, is a factor in whether or not a visitor waits
for the page to open or goes elsewhere.
Website accessibility has become more important and this
involves how easy the web pages are to access, regardless
of whether on a desktop computer, laptop, tablet or mobile
device. Google rewards accessible websites in preference to
those with less accessibility.
==> It’s important to have Device Friendly website
Off page SEO : relates to methods of mentioning the
web page in other places.
Search engines use these backlinks to indicate the
content's quality, and those that contain many "high-value"
backlinks are likely to rank higher in the SERP.
OFFPAGE BACKLINKS:
1. Natural links(editorial links): given without any action
needed by the website owner
2. Manually built links:Acquired through deliberate link
building activities
3. Self created links(non editorial) when you add your link
through adding a backlink in an online directory, blog
content signature ... => Purpose of tricking search
engines to make it think your content is good by
manufacturing SEO value (Mamnouuu3 w mayjiich)
 Chapter 2 : Digital Marketing Toolbox :
Email, websites, SEO and paid search
Including my class notes
4- Paid search
✓ Search engine marketing involves payment and is also
known as ‘pay per click’ or ‘price per click’ marketing
(PPC), or more recently, paid search
✓ As search engines deliver results based on search
terms, they also include adverts for organizations
providing the searcher’s request.
✓ One way to achieve the top position on a Google page
is to buy adverts.
✓ The adverts are sold on an auction system, so the
organization that pays most has a better chance of
gaining the top place on the SERP

Methods of buying advertising online

• Cost per thousand (CPM)
– Advantage: Useful for fast brand awareness.
– Disadvantage: Searchers may ignore the ads and you
still pay.

• Cost per click (CPC) also pay per click (PPC)

– Advantage: Provides brand awareness and you only pay
when the searcher clicks on the advert.
– Disadvantage: Can be expensive

• Cost Per Action (CPA)

– Advantage: Payment based on specific action which can
be closer to meeting objectives.
– Disadvantage: Can be more expensive than other
options.

• Cost Per View (CPV)

– Advantage: Only pay when viewer has watched minimum
amount of video.
– Disadvantage: Viewer may not watch to the end of the
video