Program Support Notes by: Amy Nieuwenhuis B.Ed, Cert IV TAA, Cert. III Bus. Produced by: VEA Pty Ltd Commissioning Editor: Sandra Frerichs B.Ed, M.Ed. You may download and print one copy of these support notes from our website for your reference. Further copying or printing must be reported to CAL as per the Copyright Act 1968. Executive Producers: Edwina Baden-Powell B.A, CVP. Sandra Frerichs B.Ed, M.Ed. Video Education America - Phone 1-866-727-080 - Preview programs online www.veavideo.com
For Teachers Introduction Online Marketing leads the way, and the marketing dollars don't lie! The internet, as a marketing medium, now ranks ahead of TV, radio and print as the preferred marketing method for businesses, brands and organizations in the world. Understanding and implementing online marketing strategies has become essential for businesses all over the world. From small and medium enterprises to multibillion dollar corporations, online marketing must be included in the marketing strategy of all businesses. This program contains interviews with online marketing professionals and experts and explains and analyses a range of online marketing strategies. Specific case studies will help students to develop their understanding of marketing in an online world. Timeline 00:00:00 From newspapers to Facebook 00:03:37 Online marketing strategies - SEO and Pay Per Click 00:07:04 Online marketing strategies - Viral email marketing 00:09:39 An online community approach 00:13:54 Why market online? 00:17:50 Credits 00:18:24 End program Related Titles Starting a Online Business Small Business Management Series The Business Plan Recommended Resources http://ezinearticles.com/?marketing-online---8-types-of-internet-marketing&id=360552 http://bx.businessweek.com/marketingstrategy/view?url=http%3a%2f%2fmashable.com%2f2011%2f07%2f06%2ftwittercampaigns%2f https://www.facebook.com/note.php?note_id=228337750515634 http://nohypeinside.com/5-major-types-of-online-marketing/ http://www.beingpeterkim.com/2008/12/silcing-and-dicing-a-list-of-social-media-marketingexamples.html 2
Student Worksheet Initiate Prior Learning 1. Think about what you have done in the past week and write a list of all the marketing you can have been exposed to. Include where you saw the advertisements (i.e., television, pop-ups on the internet, listened to the radio, magazines, etc). Marketing Technique (Print, TV, Online) Product/Service Marketed 2. How effective were the strategies in affecting your decisions as a consumer? 3. In pairs, use the internet to find three products that are marketed online. Brainstorm what types of techniques you think are being used by the different advertisements. 4. In small groups brainstorm the advantages and disadvantages of what you already know about online marketing. 3
Active Viewing Guide 1. What is the definition of marketing? 2. List five mediums used in marketing. 3. Explain why online marketing evolved over the past few years. 4. How can marketers ensure their campaigns reach the intended audience? 5. What does SEO stand for? 6. Explain the idea behind optimization. 4
7. What are the benefits of utilizing SEO? 8. Explain what the Pay per Click principle is. 9. What is viral marketing? 10. How effective do you think viral and email campaigns are in today s society? 11. What are some problems associated with measuring the success of online marketing? 12. What is geo-targeting? 5
13. Explain conversion in terms of a marketing campaign. 14. What changes can you predict happening in the future of online marketing? 6
Extension Activities 1. In pairs discuss ideas and design a Facebook marketing page for a new store or product that interests you. 2. Evaluate the techniques you have used in this page above and explain three of the strategies you could/have employed to ensure a successful online campaign. 3. Find an online advertisement for a fast food company and evaluate the advantages or disadvantages of the chosen technique and strategy. 4. In small groups design a pamphlet to introduce new businesses to the concepts of online marketing and how their businesses could benefit from such techniques. 5. Write a paragraph evaluating whether you think the use of geo-targeting campaigns is an invasion of privacy and whether this needs to be regulated or not. 7
Suggested Student Responses Active Viewing Guide 1. What is the definition of marketing? Marketing is defined as: the social and managerial processes by which products, services and value are exchanged in order to fulfill individual or group needs and wants. These processes include advertising, promotion, distribution and sales. 2. List five mediums used in marketing. Television Paper Magazine Internet Radio 3. Explain why online marketing evolved over the past few years. Online marketing has evolved as the use of technology, particularly through social media sites, has increased the amount of online traffic and accessibility to certain demographics. 4. How can marketers ensure their campaigns reach the intended audience? Reaching specific demographics requires online marketers to understand their target market and audiences. 5. What does SEO stand for? Search Engine Optimization 6. Explain the idea behind optimization. Search Engine Optimization or S.E.O is the process of choosing targeted keyword phrases related to a site, and ensuring the site is positioned well when certain keywords are used in a web search. 7. What are the benefits of utilizing SEO? Student answers will vary but may include discussion of making site more visible on Google, increasing traffic, etc. 8. Explain what the Pay per Click principle is. Pay per Click targets certain words and when those words are searched for on a search engine, ads appear and are paid for as they are clicked on. 9. What is viral marketing? Viral marketing is a high pass-along rate from person to person usually by email. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles. 8
10. How effective do you think viral and email campaigns are in today s society? Answers will vary. 11. What are some problems associated with measuring the success of online marketing? The problems with measuring the success of online marketing are that the data can appear one-dimensional or there is simply too much online data to process. It is essential to ensure the goals of conversion are understood so that businesses can correctly assess their demographics and what they aim to achieve. If these are not clear then no measurement of success will be valuable. 12. What is geo-targeting? Geo-targeting helps marketers have their messages seen by people in specific locations. 13. Explain conversion in terms of a marketing campaign. Conversion can either be the end transaction where the customer decides to make a purchase with money, or it could be conversion in terms of joining up to become a member of the Facebook page or joining up to receive mobile messages or email marketing messages. 14. What changes can you predict happening in the future of online marketing? Answers will vary. 9