DSM cae 3

Online Reputation and Recent Trends: Introduction

Online reputation is how people see you or your brand online. It's super important because everyone checks online before

they decide. Trends in managing this reputation change fast, focusing on honesty and being real. It's key to stay updated to

protect how you're seen online.

reputation management process features of online reputation management,

Monitoring Monitoring Tools:

Analysis Review Management:

Strategy Development: Social Media Management:

Engagement: Search Engine Optimization (SEO):

Content Creation: Content Creation and Promotion

Building Relationships: Brand Monitoring and Analysis:

strategies and tools of online reputation management,

Content Creation and Promotion: Google Alerts

Social Media Engagement: Brandwatch:

Review Management: ReviewTrackers:

Search Engine Optimization (SEO): Talkwalker:

handling negative comments recent trends in digital marketing

Prompt and Empathetic Response: Video Marketing Dominance: Short-Form Video

Address the Issue Privately and Professionally: Content:

Resolve and Follow Up: Live Streaming:

Voice Search Voice-Activated Devices: Chatbots and AI:

Localization of Content and Advertising: Marketing Using Mobile Networks:

Targeting Specific Audiences: Mobile-Optimized Content:

Geo-Targeted Ads Mobile Apps and SMS Marketing:

Localized SEO Location-Based Services (LBS):

Cultural Sensitivity: Mobile-Friendly Ads:

journey from traditional to mobile banking, Consumer Engagement Methods in Mobile Banking:

Traditional Banking: User-Friendly Interfaces:

In-Person Transactions: Personalized Notifications:

Paper-Based Transactions: Interactive Support

Limited Accessibility: Financial Education and Tools:

Mobile Banking Transformation:

Digital Transactions:

Enhanced Consumer Engagement:

Security and Innovation

DSM cae 3
Search Engine Marketing
Search Engine Optimization (SEO):
Search Engine Marketing (SEM) is a digital marketing strategy focused
Pay-Per-Click Advertising (PPC):
on improving a website's visibility in search engine results through paid
Key Elements of SEM
advertising

email campaign creation and management

Define Goals and Audience: Identify Target Audience Testing and Optimization: Analytics Tracking:

Build an Email List: Segment Your List: Compliance and Follow-Up: Feedback and Follow-Up:

Design Engaging Content:

Email Automation: Automated Workflows:

Tools for Management:

Email Marketing Platforms: Use tools like Mailchimp, Constant Contact, or HubSpot for creating, sending, and

managing email campaigns.

Analytics Tools: Utilize platforms like Google Analytics or the built-in analytics of email marketing tools to track

campaign performance.

search and display on search engines

Display Advertising:
Search Advertising:
Visual Ads:
Text-Based Ads
Targeting Options:
Keyword Targeting:
Cost Structure:
Ad Rank:
Remarketing:

pricing models

Cost-Per-Click (CPC):

Definition: Advertisers pay each time a user clicks on their ad.

Cost-Per-Mille (CPM):

Definition: Advertisers pay per thousand impressions/views of their ad.

Cost-Per-Acquisition (CPA) or Cost-Per-Action (CPA):

Definition: Advertisers pay when a specific action is completed, such as a sale, sign-up, or form submission.

Flat-Rate Pricing:

Definition: Negotiated fixed pricing for specific ad placements or sponsorships.

page rankings

Quality Content: Relevance and Value: Keyword Optimization:

On-Page Optimization: Title Tags and Meta Descriptions Optimized URL Structure:

Technical SEO: Site Speed and Mobile-Friendliness

Backlinks and Authority: Quality Backlinks: nternal Linking:

 page rankings

SEO is a process of optimizing websites to improve their visibility and

ranking in search engine results.

1. Keyword Research:

2. On-Page Optimization:

3. Technical SEO:

4. Off-Page Optimization:

5. Monitoring and Analysis:

6. Continuous Improvement:

Keywords play a significant role in both Search Engine Optimization (SEO) and Search Engine

Marketing (SEM). Here's an overview of their importance in SEM, the distinction between paid and

natural search, and the search methodology:

### Keywords in SEM:

- **Keyword Selection:** In SEM, keywords are crucial as they are the foundation of paid search

campaigns. Advertisers bid on specific keywords to display ads when users search for those terms.

- **Ad Relevance:** Ads should align with chosen keywords to ensure relevance. This relevance

enhances the Quality Score (in platforms like Google Ads), impacting ad placement and cost-per-click

(CPC).

- **Keyword Match Types:** SEM platforms offer different match types (broad, phrase, exact,

negative) to specify how closely keyword searches must match ads.

### Paid vs. Natural Search:

-
**Paid Search (PPC):** Involves paid advertisements that appear at the top or bottom of SERPs.
Advertisers bid on keywords and pay each time a user clicks on their ad (CPC model).

**Natural Search (Organic):** Refers to unpaid search results that appear based on their relevance to
the search query. These rankings are achieved through SEO efforts without direct payment for placement.

### Search Methodology:

1. **Keyword Research:** Identifying and selecting relevant keywords that align with user intent and
business objectives.

2. **Campaign Creation:** Crafting ad campaigns around chosen keywords, creating compelling ad

copies, and setting bid strategies.

3. **Ad Auction:** Participating in ad auctions where search engines determine ad placements based on
bid amounts, ad quality, and relevance.

4. **Ad Display and Clicks:** Ads are displayed based on relevancy to the search query. Advertisers pay
for clicks received on their ads.

5. **Tracking and Optimization:** Monitoring ad performance, adjusting bids, refining ad copies, and
optimizing campaigns to improve ROI and achieve marketing goals.

Keywords are the bridge between user intent and the content or ads provided by marketers.
Understanding user search behavior and utilizing the right keywords in SEM campaigns is crucial for
driving relevant traffic and achieving campaign success.