Marketing communications using digital media channels

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Chapter 9

• Marketing communications using digital media
  channels

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Figure 9.1 Percentage who consider the different
information sources as importantwhen researching
or considering a product or service
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Figure 9.2 Search engine results pages in Google
(www.google.co.uk) illustrating the natural and
paid listingsSource Reprinted by permission of
Google, Inc. Google search engine is a trademark
of Google, Inc.
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Figure 9.3 Relative traffic projections based on
the ranking on search engine results pages
(visitor numbers are shown relative to 100 for
position 1)Source Atlas (2004)
(http//www.atlassolutions.com/pdf/RankReport.pdf
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Online PR

• What it?
• the management of reputation - the planned and
  sustained effort to establish and maintain
  goodwill and mutual understanding between an
  organisation and its publics The UK
  Institute of PR (IPR)
• the managed process of communication between
  one group and another (it) is the method of
  defining messages and communicating them to
  target audiences in order to influence a desired
  response. Public
  Relationships Consultants Association (PRCA)

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The key areas of online PR
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Figure 9.9 The affiliate marketing model (note
that the tracking software and fee payment may be
managed through an independent affiliate network
manager)
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Figure 9.12 Behavioural ad targeting process
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