Explaining about the search engine marketing, opt-in Email, Online Public Relation and New digital Media communities.

1. SEARCH ENGINE MARKETING
• Definition
– “Marketing to internet users through natural
search engine result page listing and paid
advertising placement.” (WordStream)
• Advantages
– Lowest cost per customer acquisition (Flannagan,
2015)
– Drive targeted traffic to site (Dourdrick, 2013)

2. SEARCH ENGINE MARKETING
• Type of SEM
– Search Engine Optimization
• “It is the process of getting traffic from the “free,”
“organic,” “editorial” or “natural” search results on
search engines.” (Third Door Media, Inc, 2015)
– Paid search marketing
• “Advertise within the sponsored listings of a search
engine or a partner site by paying either each time your
ad is clicked (pay-per-click –PPC) or less commonly,
when your ad is displayed (cost-per-impression-CPM)”
(Ratcliff, 2013)

3. PAID SEARCH MARKETING
• Pay Per Search
– “ The rate advertiser agreed to pay for every 1000 vies
of the particular advertisement” (Inc, 2015)
• Pay Per Click
– “Online advertiser will pay Internet Publishers the
agreed upon rate PPC when clicked on, regardless if a
sale is made or not.” (Beal, 2015)
• Pay Per Action
– “Online advertising payment model in which payment
is based solely on qualifying action” (Organized
Shopping, LLC, 2015)

4. Paid Search Marketing
• Pay Per Click
– Traditional Pay Per Click
– Display or banner Ads
– Animated, popup & Interstitial Ads
• Pay Per Action
– Cost per Acquisition
– Cost per lead
– Cost per engagement
– Cost per sale

5. Opt-in E-Mail Marketing
• Definition
– “Renting e-mail list or placing ads in third-party e-
newsletters or the use of an in-house list for customer
activation and retention” (Chaffey, et al., 2010)
• Advantages
– Reduced time & effort (Gao, 2015)
– Reduced overhead cost (Gao, 2015)
• Disadvantages
– Load Speed Limitation (Mckay & Media, 2015)
– High risk not been read (Mckay & Media, 2015)

6. COMPARISON
E-MAIL SPAM BULK
• Sending Email without
permission (Benchmark
Internet Group, 2015)
• Create a negative
perception amongst online
community (32bit.com)
• Allow to reach million of
people at a quicker time
(Optin Revolution Pro,
2015)
OPT-IN EMAIL MARKETING
• Send to the person who
agreed to receive
(Benchmark Internet Group,
2015)
• Reputation will be intact
and improve overtime
(32bit.com)
• Only reach a short list
number of people only
(Optin Revolution Pro,
2015)

7. NEWSLETTER
• Contain both display and
from actual address
• Use 60/40 rules
– 60% editorial
– 40% Ads
• Not more than 2-3 pages
• Footer
– Have unsubscribe link
– Postal Address
– Copyright

8. HOW USING E-NEWSLETTER BY
ONLINE PUBLIC RELATION
• Give out news or
update to other party
• Create awareness of
other website, blog or
even online press about
the new release of
product
• Tell the other website
about the activity have
been done or will be
done in the future.

9. ONLINE PUBLIC RELATION
• DEFINITION
– “Maximizing favorable mentions of your company,
brands, products or websites on third-party
websites” (Chaffey, et al., 2010)
• TOOL
– Blogging
– Social Media
– Online Press

10. ONLINE PUBLIC RELATION
• Advantages
– Online public relations are not expensive (Sloan,
2011)
– Help to improve SEO (Sloan, 2011)
• Disadvantages
– Inaccurate message or storytelling (Brookins &
Media, 2015)
– Appropriate Media (Brookins & Media, 2015)

11. NEW DIGITAL MEDIA COMMUNITIES
• Digital Communication
– “Electronic transmission of information that has been
encoded digitally (as for storage and processing by
computers)” (Farlex, Inc, 2015)
• Digital Media
– “Digitized content that can be transmitted over
internet or computer networks.” (WebFinance, 2015)
• New Media
– “A generic term for the many different forms of
electronic communication that are made possible
through the use of computer technology.” (QuinStreet
Inc, 2015)

12. NEW DIGITAL MEDIA COMMUNITIES
• TYPE
– Social Media
• “Internet-based software and interfaces that allow
individuals to interact with one another” (Investopedia, LLC,
2015)
– E-Mail
• “A system for sending and receiving messages electronically
over a computer network” (Farlex, Inc, 2015)
– Blog
• “A webpage that serve as a publicly accessible personal
journal for an individuals.” (Beal, blog, 2015)

13. NEW DIGITAL MEDIA COMMUNITIES
• ADVANTAGES
– Reduces cost(Mendell, 2015)
– Can be viewed by many digital device (Mendell,
2015)
• DISADVANTAGES
– Face unexpected crash or hack (jgwong, 2010)
– Required power sources to operate (jgwong,
2010)