This document discusses digital and cyber marketing. It begins by outlining the key learning outcomes, which include explaining principles of internet marketing, discussing how to create and market a company website, and describing how businesses can use tools like social media, one-to-one marketing, and customer service online. The document then covers topics like the benefits of digital media such as interaction, intelligence, individualization, and integration. It discusses best practices for creating an effective website using platforms like WIX. Search engine optimization, social media, mobile marketing, and challenges of digital platforms are also examined. Practical strategies are provided to assess and improve digital presences, including content, structure, appearance, and audience stickiness.

1. CYBERANDDIGITAL
CHAPTER

2. Learning Outcomes
 Explain the basic principles of Internet and social
media marketing
 Discuss how to create and market a company website
and use it as an advertising vehicle
 Discuss other Internet marketing media and
applications, such as e-mail, podcasting and RSS
feeds
 Describe how a business can use the Internet in one-
to-one marketing and to provide customer service
 Explain the importance of Web 2.0 and social media
networks from a marketing viewpoint
 Discuss the role of social media such as Facebook,
blogging, Twitter, LinkedIn, YouTube and MXit,

3. The newest way to come into contact and
STAY in contact with your consumers

6. Benefits Offered by Digital Media (pg. 411-413)
 INTERACTION
 Customer initiates contact
 INTELLIGENCE
 Allows marketer to collect customer information
 INDIVIDUALISATION
 Marketing messages can be shaped for each individual customer at a LOW
COST
 INTEGRATION
 Can be used to integrate / support/ complement all other marketing efforts
 INDUSTRYRESTRUCTURING
 INDEPENDENCEOFLOCATION
 Increasing the reach- to a global market

8. Researchis VITAL

12. Levels
of
C
om
m
itm
ent
to
E
-B
usiness

13. CREATING A WEBSITE (PG. 414-420)

14. Visit
http://www.wix.com/

17. Guidelines forcreating a website (pg. 414-420)

18. Example of a poorly designed website:
-Purpose and value to the customer is missing!
-Website structure, layout and appearance needs word. Overly cluttered!
Strategy 1: Simplify Homepage
Reduce clutter by creating tabs / links.
Strategy 2: Eliminate irrelevant content.
Perhaps add up-to-date news articles and
auction information. Create a community
blog for others to share their bottle
collection.
Strategy 3: Improve appearance
Clear background, as the text is
difficult to read on a picture
background

22. CONTENT
- Provide a variety of useful information.
- E.g. games, quizzes, news, free utilities
COMMUNITY
-Encourage a community to form
-Newsletters, online services etc.
COMMUNICATION
-Provide ways for your customers to reach you
-- WOM, personal greetings, customer service.
COMMERCE
-Make is easier for customers to do
-business with you
-Online payments, pricing plans, delivery schedule

23. MARKETING THE WEBSITE-
SEO

25. SEARCHENGINE
ADVERTISING

28. Type in “GoogleAdwords” into a
Google Search Engine and step-by-
step guidance will be provided

30. Increasing website traffic: (pg.
421)
 Search engine optimisation (SEO)
• Build a ‘search engine-friendly’ website
• Identify relevant keywords
• Build keywords into the website
• Submitting the website address (URL) to search engines
• Linking your website to others
• Tweaking the site
 Submitting your site to search engines and directories
• Crawler-based search engines
• Human-powered directories
 Establish in-bound links
• Negotiate cross-links with other sites
• Buy links from other sites

31. In
summary…

32. Advertising
on a website

33. CREATIVE BANNER
ADVERTISING

34. Other Cyber and Digital Platforms that can be
used to reach your audience.

36. ONLINE GOALS ONLINE STRATEGIES
Online
Advertising
Database
Marketing
Direct
E-Mail
Online
sales
Viral
Marketin
g
Increase blog comments YES NO YES NO YES
Gather customer information NO YES YES YES YES
Improve customer service NO YES YES YES NO
Increase brand name
awareness
YES YES YES YES YES
Sell goods or services YES YES YES YES YES
Enhance company image POSSIBL
Y
YES YES YES YES
Engage in suggestive selling POSSIBL
Y
YES YES YES YES
Generate sales leads NO NO YES YES YES
1
2

40. Social Media

42. Affiliate
M
arketing

47. Business can become part of the
community- to connect with customers
and resolve problems.

48. Mobile, SMS, Email & IM
Marketing

52. FREE QR Code Scanners/
Readers
For Blackberry
Devices
ForiPhoneDevices
For ALL Android
Devices
For Nokia
Devices

54. Visit http://www.qrstuff.com/

55. OBSTACLES AND CHALLENGES IN THE USE OF
SOCIAL MEDIA

58. CUSTOMERPERSPECTIVE
-CustomerPerspective Scorecard forE-Business Firms
( Strauss and Frost, 5th
edition)
EXAMPLEOFGOALS POSSIBLEMEASURES
Build awareness of the new website
service
Number of visitors to the site
Survey target awareness of service
Engage customers on the site Number of comments, photos or videos
posted
Increase number of software downloads
from the website
Number of website logs
High customer satisfaction with a
website
Survey of target at website
Number of visits and activity at site
Increase the amount or frequency of
online sales from current customers
Mine the database for change in
frequency of purchases over time
Build customer relationships Customer retention percentage
Number of purchases per customer over
time
Build communities on the site Number of registrations to community
Amount of content uploaded to user
profiles

59. DIGITAL

60. Practical Assignment
Instructions
 Two Bloemfontein business owners have requested
your expertise, to help boost up their current digital
marketing strategy. Your group can choose to assess
ANY 1 of the two businesses:
 Each group will be given time in class to review the
business’s current digital platform. Thereafter, you will
need to address the following aspects:
http://www.footballfactorybfn.com/
https://www.facebook.com/pages/
cheekicherri/257162512170

61. QUESTIONS
1. Assess the existing digital platform, in terms of:
a. Content
b. Structure and layout
c. Appearance
[2 x 3 = 6]
2. Provide recommendations as to how the above indicated aspects can be
improved:
a. Content
b. Structure and layout
c. Appearance
[2 x 3 = 6]
3. Explain four (4) practical strategies that the company can use, to increase
their target audience’s “stickiness” on the current digital platform.
[4 x 2 = 8]
4. Explain how the company can make use of ADDITIONAL digital platforms to
market their website, brand and offerings. Specify which additional platforms you
would recommend and why.
[10]
TOTAL= 30 MARKS