For an effective and successful integrated marketing campaign, an organisation must have a strong online presence. Their presence and online activity can be done through various means and platforms, however it is essential that they harness the power of keywords. Keywords generally describe a business or refer to their values, products, service, activity or customers. An essential element of SEO (search engine optimization), involves achieving the highest rank or position in the natural listings in a search engine. This is gained through using direct and descriptive keywords or key phrases, which in turn draw more customers to the organisation (Chaffey & Smith, 2013: 276).
Online Analysis
The Visual Appeal – SMO & IMCs
StandardSocial media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves the building of communities or networks and encouraging participation and engagement (Chaffey & Smith, 2013: 214). Social networking has become an intrinsic part of life in the digital age, through platforms that help us connect not only to each other, but to brands and their products.
The great escape – how to best plan your holiday!
StandardThe following 4 travel and hotel booking websites have been critically analysed to further understand customer behaviour, trends when travelling and choosing accommodation. The organisations analysed are TripAdvisor, Wotif, Hotels.com and Hipmunk. Continue reading
Those important 5 I’s
StandardIn accordance with Peppers and Rodgers, the 5 I’s of internet market consist of the following:
Online Revenue Models
StandardOnline revenue model – revenue from sponsorship of site sections or content type