Digital Marketing

Chapter 2 : Digital Marketing Toolbox :

Email, websites, SEO and paid search
Dr. Nesrine ZOUAOUI REJEB
[email protected]

2022 - 2023
 Plan
Chapter 1 : Fundamentals of Digital Marketing
Chapter 2 : Digital marketing toolbox : Email, Websites, SEO and paid search
Chapter 3 : Digital marketing toolbox : Social Media, Content marketing and
Online communities
Chapter 4 : Strategy and objectives
Chapter 5 : Building the digital marketing plan
Chapter 6 : Digital marketing metrics

Course materials :
- Hanlon,. A (2019), Digital Marketing : Strategic planning and integration, 1st edition;
Sage publication.
- Charlesworth,. A. (2018), Digital Marketing : A practical approach, 3rd edition, Routledge
Edition
- Chaffey,. & Ellis-Chadwick,. F. (2016), Digital Marketing : Strategy, implementation and
practice, 6th edition, Pearson Edition
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search

The adapted digital marketing toolbox

Development of
the digital
marketing
toolbox
Development of
the digital
marketing
toolbox
(Continued)
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
1- Email

Miquel-Romero and Adame-Sánchez (2013) model

 Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
1- Email

Advantages Challenges

The email or content is delivered Getting through all the spam

direct to the consumer’s mobile or
desktop

The email process provides key metrics Producing relevant and regular content

Email is easy to share

Perceived as being ‘free of charge’

Email can be tested

Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
1- Email

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.
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
1- Email
Customer journey stage Examples of triggered emails

Pre-purchase Welcome – thanks for signing up

Transcriptional – downloading chat content
Process - filling in an online form to request a download
Purchase Password reminders
Forgotten products in your shopping cart
Thank you for the purchase
Shipping confirmation
Post-purchase Receipt from a store purchase
Request for reviews after a purchase
Please like us, follow us on…
Re-engagement (we’ve missed you)

Examples of triggered emails based on the customer journey stage

Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
1- Email
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
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
2- Websites
Website purpose and function

• 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
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
2- Websites
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 based on five quality components (Nielsen, 2012)

• 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
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’
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
3- Search Marketing
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
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
3- Search Marketing : SEO

Search Engine Optimazation (SEO) : 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
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
3- Search Marketing : SEO
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.
Google’s own “How Search Works” report states that:
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
3- Search Marketing : SEO
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
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
3- Search Marketing : SEO

The top-ranking pages almost all use that exact

keyword in their title tag.
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
3- Search Marketing : SEO

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.

Device Friendly website

Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
3- Search Marketing : SEO

Off page SEO : relates to methods of mentioning the

01 web page in other places.

Manually built
Natural links links
Given without any Acquired through
action needed by OFF pages deliberate link-
the website owner building activities
Backlinks
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
3- Search Marketing : SEO
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
4- Paid search

01 ✓ 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 organisations
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
organisation that pays most has a better chance of
gaining the top place on the SERP
Chapter 2 – Digital Marketing toolbox : Email, Websites, SEO
and paid search
4- Paid search

01 • 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