Unit 8 : Digital Marketing
Digital marketing tools: email, SMS, website, blogs, banned ads, pop-ups, social networking sites,…
Digital marketing techniques: online sales, search engine optimization, web analytics, viral
marketing, permission marketing, user-generated content, paid search listings, …
A failing strategy
a publishing manager (LIAM)
= someone who is responsible for the company’s publishing strategy. Someone who decides what
guidebooks a company publishes and what kind of information the books contain.
a web marketing executive (MARIJANA)
= someone who is responsible for implementing an organization’s web marketing strategy
Why has Ali invited Liam to the meeting?
He wants to get input from him on how digital marketing strategy might affect the publishing strategy
and vice versa.
b) Match the terms used in the meeting (1-10) to the definitions (a-j)
Search engine optimisation (SEO) Changing the content of a website so it appears
higher on search engine listings, often uses
keywords
Email campaign Direct mail campaign using email
Online sales Sales through a website, not in a shop or by phone
Rankings The position of something compared to other
things
Search engine marketing (SEM) Promoting a company, product, service by making
it more visible on search engines
Site traffic The number of visitors to a website in a period of
time
Response rate Similar to the click-through rate but more general –
that is, it can refer to any kind of advertising or
survey
Click-through rate Percentage of people who follow a link
Paid search listings A tool of SEM; when a company pays a search
engine to list a link when certain keywords are
searched for.
Conversion rates Percentage of visitors to a website who take the
desired action ( ex; buy a product, request more
information)
, c) The following expressions were used in the meeting to talk bout the
results of Friendly World’s current digital marketing activities. Which terms
from Exercise 2b are they describing?
… We have seen a dramatic decrease in … Site traffic
It’s down over 50% on the same period last Site traffic
year.
… has been falling steadily all year The click-through rate from our email campaign
… were negligible Conversion rates
… they weren’t generating an effective enough Paid search listings/campaigns
conversion rate to justify the cost.
But this hasn’t translated into a significant SEO
increase in traffic to our website …
They’re down significantly, as you can imagine Online sales
d) The expressions in Exercise 2c all talk about negative results. How
could you change the expressions to talk about positive results?
… We have seen a dramatic decrease in … … We’ve seen a dramatic rise/increase in …
It’s down over 50% on the same period last It’s up over 50% on the same period last year.
year.
… has been falling steadily all year … has been rising steadily all year
… were negligible … were significant
… they weren’t generating an effective enough … they were generating an effective enough
conversion rate to justify the cost. conversion rate to justify the cost
But this hasn’t translated into a significant But this has translated into a significant
increase in traffic to our website … increase in traffic to our website …
They’re down significantly, as you can imagine They’re up significantly, as you can imagine
Extension activity: describing trends
Digital marketing tools: email, SMS, website, blogs, banned ads, pop-ups, social networking sites,…
Digital marketing techniques: online sales, search engine optimization, web analytics, viral
marketing, permission marketing, user-generated content, paid search listings, …
A failing strategy
a publishing manager (LIAM)
= someone who is responsible for the company’s publishing strategy. Someone who decides what
guidebooks a company publishes and what kind of information the books contain.
a web marketing executive (MARIJANA)
= someone who is responsible for implementing an organization’s web marketing strategy
Why has Ali invited Liam to the meeting?
He wants to get input from him on how digital marketing strategy might affect the publishing strategy
and vice versa.
b) Match the terms used in the meeting (1-10) to the definitions (a-j)
Search engine optimisation (SEO) Changing the content of a website so it appears
higher on search engine listings, often uses
keywords
Email campaign Direct mail campaign using email
Online sales Sales through a website, not in a shop or by phone
Rankings The position of something compared to other
things
Search engine marketing (SEM) Promoting a company, product, service by making
it more visible on search engines
Site traffic The number of visitors to a website in a period of
time
Response rate Similar to the click-through rate but more general –
that is, it can refer to any kind of advertising or
survey
Click-through rate Percentage of people who follow a link
Paid search listings A tool of SEM; when a company pays a search
engine to list a link when certain keywords are
searched for.
Conversion rates Percentage of visitors to a website who take the
desired action ( ex; buy a product, request more
information)
, c) The following expressions were used in the meeting to talk bout the
results of Friendly World’s current digital marketing activities. Which terms
from Exercise 2b are they describing?
… We have seen a dramatic decrease in … Site traffic
It’s down over 50% on the same period last Site traffic
year.
… has been falling steadily all year The click-through rate from our email campaign
… were negligible Conversion rates
… they weren’t generating an effective enough Paid search listings/campaigns
conversion rate to justify the cost.
But this hasn’t translated into a significant SEO
increase in traffic to our website …
They’re down significantly, as you can imagine Online sales
d) The expressions in Exercise 2c all talk about negative results. How
could you change the expressions to talk about positive results?
… We have seen a dramatic decrease in … … We’ve seen a dramatic rise/increase in …
It’s down over 50% on the same period last It’s up over 50% on the same period last year.
year.
… has been falling steadily all year … has been rising steadily all year
… were negligible … were significant
… they weren’t generating an effective enough … they were generating an effective enough
conversion rate to justify the cost. conversion rate to justify the cost
But this hasn’t translated into a significant But this has translated into a significant
increase in traffic to our website … increase in traffic to our website …
They’re down significantly, as you can imagine They’re up significantly, as you can imagine
Extension activity: describing trends
