...Glossary of Digital Marketing Terms Compiled by: HiveMind Marketing, Inc. 1724 Alberta Avenue San Jose, CA 95125 1.866.781.8195 info@hivemindinc.com A Above The Fold: Above the fold refers to banner advertisements which are displayed at the top of a web page. In Internet marketing terms, it refers to information placed at the top of an email or webpage, so that visitors see it first, without scrolling. Acquisition Cost: The price it costs a business to gain a new customer, client, or supplier. Ad Rotation: When a web page shows a different ad at the top of the page each time it is viewed by a new person, or when the web page is refreshed. Ad Tracking: A method used to check how many hits or clicks an ad receives. It is a useful tool for discovering where the most revenue comes from, and how to better personalize ads to reach more customers, and encourage more new customers. Adsense: Google's pay-per-click, context-relevant program available to blog and web publishers as a way to create revenue. Adwords: Google’s pay-per-click advertiser program. Affiliate Program: A program where other people known as affiliates agree to advertise for the sponsor's site. In return, they receive commission or residual payment. Aggregation: Gathering information from multiple web sites, typically via RSS. Aggregation lets web sites remix the information from multiple web sites, for example by republishing all the news related to a particular keyword. Aggregator: A web-based...
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...Date: 5th of July 2011 DIGITAL PR Digital PR is the method of using the internet for promotional campaigns and spreading valuable information regarding one’s company. This term may also be referred to as Online PR. Online PR involves activities geared towards influencing media, communities and audiences that exist solely on the Internet, using online mediums. It includes search engines, blogs, news search, forums, discussion threads, social networks and other online communication tools. Brand reputation monitoring and management is also a focus area for online PR. Digital PR is extremely useful in enhancing one’s organizations online reputation, delivering key messages to target audiences. It aids in positioning the company as a credible organization and an authority in the industry. Digital PR helps in differentiating one from its competition as well as raises awareness, influences opinion and creates niches. Simply put, one can say that with the advancements in technology, PR sees the onset of using the internet and digital tools as a method of disseminating information. Digital PR aims at achieving the same goals as traditional methods of PR, but is done on an online portal. The most effective and basic Digital PR tools are the following: Search Engine Optimization: Keyword optimized news content is a key device for digital PR. Press releases, media coverage and digital assets such as images or video can be optimized using keywords so as to improve search...
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...Blue Ocean Strategy Ashleigh Philbrick MKT 421 February 18th, 2015 Professor Edward Mendicino Blue Ocean Strategy The blue ocean strategy in marketing is a unique approach to building a customer base. Rather than try to compete in a crowded marketplace with existing companies, a blue ocean strategy looks to build an entirely new market segment that has no other existing firms. With the rapid growth of technology and globalization, the importance of a blue ocean strategy has grown in recent years. The following essay will analyze the blue ocean strategy and offer suggestions on how it can be employed in the modern business environment. What is a Blue Ocean Strategy in Marketing? Companies must consider the four Ps of marketing when developing a new offering, which include product, placement, price, and promotion. In order to compete successfully, it is necessary to give consumers a certain value proposition. For example, a firm can offer a product at a lower price or at a higher quality than what is presently offered by other firms. But what if a firm could avoid having to deal with competition altogether? This is exactly what the blue ocean strategy attempts to do – create a new marketplace that is free of competitors. Marketers build an entirely new product or service that is currently unknown to consumers. It is necessary to thoroughly educate the public about the new product in order to gain interest and confidence. Once this has been completed, the new product will be positioned...
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...Annual India e-Marketing 2011 Benchmark Research on India Digital Marketing © Copyright Octane Marketing Pvt. Ltd. Octane Research, January 2011 0 Octane Marketing Pvt. Ltd. Report No: AIE2011 First Impression, 2011 Price USD 999 Address: The Research Group, Level 4, Rectangle 1, Commercial Complex, D-4, Saket, New Delhi - 110 017. INDIA Phone: +91 11 324 34 436 research@octane.in Copyright © Octane Marketing 2011 All rights reserved. This report has been prepared by Octane on the basis of information and opinions delivered by marketers which are believed to be reliable and accurate. Octane has tried its best to ensure the accuracy of the information; however no responsibility, expressed or implied, is being accepted or will be accepted by Octane for any consequences that may arise from errors or omissions in this publication. This publication is intended to provide only a general outline of the subjects covered and not a substitute for detailed research or the exercise of professional judgment. Professional advice should be sought before taking any action on any issue. The information contained herein is current as of January 31, 2011, unless otherwise specified. © Copyright Octane Marketing Pvt. Ltd. All rights reserved. Permission should be sought from Octane for the reproduction of the contents of this publication in whole or in parts. 1 Message from the CEO… Indian marketers are moving at a fast speed to tap the ‘new normal’ opportunity. Consumers...
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...“The Importance of Music Publishing in Artist Management” Dr. Mary Conwell BUL 2241-102 G. Jay Lee 1/28/2009 Cover Page...............................................................................................1 Table of Contents…………………………………………………….....2 Abstract Summary...................................................................................3 Introduction……………………………………………………………..4 Integrity………………………………………………………………..5-8 Identity………………………………………………………………..….9 Self perception is equitable to self promotion………………...........10-11 Ideology …………………………………………………......……….….12 Conclusion…………………………………………………………….…13 Glossary………………………………………………………………….14 Annotated Bibliography………………………………………………...15 Appendix A…………………………………………………………..16-18 Appendix B ………………………………………………………….…..19 Appendix C…………………………………………………………..20-22 Abstract summary As youngsters, children are taught that they are all very special, and are told to reach for stars. Summarily, most people think that in order to become the next “pop star”, all anyone needs is a little talent and a lot of luck. However, in today’s business climate, in order to be considered a bankable investment, artists must possess talent, kiss lady luck square on the lips, and have the business acumen garnered towards dealing with the confines of the recording industry. The primary purpose of this document is to help artists discern the steps necessary to attain music publishing...
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...Top Ten Misconceptions That Sabotage Marketing to Mature Audiences: #9 Designing your website with older audiences in mind will “wreck it.” March 2010 INTRODUCTION Common sense tells us that the more often people engage in an activity, the more skilled and experienced they become—and navigating the Internet is no different. The more comfortable people become with maneuvering websites by using the links, the greater the chance that they’ll find the information for which they’re looking. While this applies to any age group that surfs the Internet, the difference is that teenagers and young adults have grown up using the Internet— whereas people age 55 and over may not be as adept at this ever-evolving technology. Today, more and more older adults are going online: 45% of people aged 70-75, and 27% of people age 76 and over, according to a recent report.1 While these Baby Boomers and mature adults are eager to tap into the almost infinite resources that are available online, they are not as intuitive when maneuvering around sites that are often crowded with information, links, and uninviting designs. In addition, they often have physiological conditions that limit their ability to read, follow, and navigate websites. To enhance the online experience for their older adult audience (and increase the chances of gaining their business), companies must make their websites as usable and accessible as possible. While this would seem obvious, it’s widely believed that changing design...
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...How market-driven is your company? A significant change has taken place in the domestic and international markets environments due to the increasing pace of economic commercialization. Therefore, it is imperative that company or organizations must put all effort in their products design and quality to satisfy the customer because in today’s global marketplace the client has turned out to be the primary role within current business correspondence. Technological advancement globalization has made the marketplace very difficult, and companies are in search for a strategic approach which is advanced and healthier not only win customers but be inventive and competitive in the marketplace. These initiatives are not just to stay competitive in business but also to make sure that specific choices of strategies are implemented to preserve as well as improve the current business(Slack & Lewis,2011.pp.36-37). For companies to realize this and protect their business and with the intention of staying on top of the competitive market they must first of analyze the internal, as well as the external environment of their business and provide customers with delights products which are acceptable, products which are customer-centric and market driven(Slack & Lewis,2011.pp.56,Dr. Lantos, 2009). As a result of all this, organizations as well as businesses have adopted various strategic initiatives which would allow them to develop and determine the future needs of their consumers to establish...
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...newspaper, book, pamphlet or comics,[1] to distribute their information. Outdoor media is a form of mass media that comprises billboards, signs or placards placed inside and outside of commercial buildings, sports stadiums, shops and buses. Other outdoor media include flying billboards (signs in tow of airplanes), blimps, and skywriting.[2] Public speaking and event organising can also be considered as forms of mass media.[3] The digital media comprises both Internet and mobile mass communication. Internet media provides many mass media services, such as email, websites, blogs, and internet based radio and television. 1. Print from the late 15th century 2. Recordings from the late 19th century 3. Cinema from about 1900 4. Radio from about 1910 5. Television from about 1950 6. Internet from about 1990 7. Mobile phones from about 2000 Broadcast The sequencing of content in a broadcast is called a schedule. With all technological endeavours a number of technical terms and slang are developed please see the list of broadcasting terms for a glossary of terms used. Film 'Film' encompasses motion pictures as individual projects, as well as the field in general. The name comes from the photographic film . Video games A video game is a computer-controlled game where a video display such as a monitor or television is the primary feedback device. Audio recording and reproduction Sound recording and reproduction is the electrical or mechanical re-creation and/or amplification...
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...Business Proposal-Will Bury Through the current economic condition, remaining competitive and growing profit is essential to sustaining a vital business. Mr. Will Bury has developed proprietary technology that will allow him to convert printed text into a digital format for reading, or audio for listening. Since Mr. Bury holds the patent on his digital and audio converting technology, his company fits the criteria of a monopoly. In addition, he is not clear on how to market or price his product, (University of Phoenix, 2003). This proposal will endeavor to provide essential ideas for improving revenue, attaining ideal production levels, regulating fixed and variable costs to maximize profit, and finding methods to lower costs. Current Fixed and variable cost: Currently, Mr. Bury has fixed costs that include a portion of his mortgage and utilities, (his business operation is out of his home). His variable costs include royalty fees for copyrights of book titles, his time, and any resources he uses to transform the text and place them in a digital and audio format. In order for Mr. Bury to maintain his lead he must constantly improve the technology of his product. Furthermore, Mr. Bury will need to employ additional employees to run the transformation process. They will also assist in seeking, and safeguarding the company copyrighted information and resources suitable for conversion. While this will increase his variable costs, it will allow Mr. Bury to increase production...
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...Managing Digital Enterprises Mobile Phone Online Marketing – Current Retail Environment, E-Value chain Analysis & Improvement Areas Jinu Joseph (B00573500) Master of Business Administration - FT Ulster Business School, University of Ulster Submitted on 22-Oct-2010 Contents 1. INTRODUCTION 3 2. MOBILE PHONE SALES INDUSTRY 4 2.1 CURRENT SCENARIO 5 3. RETAIL SALES ENVIRONMENT – OFFLINE AND ONLINE 5 4. VALUE CHAIN ANALYSIS 6 5. VALUE CREATION IN ONLINE MARKETING OF MOBILE PHONES 7 5.1 ADVANTAGES OF ONLINE MARKETING OF MOBILE PHONES 8 6. THREE SIGNIFICANT IMPROVEMENTS – ONLINE MARKETING MODEL 9 6.1 CUSTOMER SERVICE 9 6.2 TECHNOLOGY ENHANCEMENTS 9 6.3 PUBLIC RELATIONSHIPS 10 7. CONCLUSION 10 8. REFERENCES 10 TABLES AND FIGURES Figure 1:- Estimated Annual Retail Sales – World Telecommunication [] 5 Table 1:- E-value chain in Mobile Phone Industry 6 1. INTRODUCTION IT development has helped Organisations to market their products and services to World markets. This has promoted Production environment, Supply of the products to a more competitive world market. Organisation’s focus changed into more effective and value added customer service by understanding customer needs. Information technology tools like Internet, Mobile phones, Email and other kind of Visual Medias has helped to overcome the international boundaries to consider world as a ‘Local Market’ [3]. This paper analyse e-business methodology to show...
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...FAX: 936.582.7130 Monday, July 19, 2010 Dr. Jamilah Abdush-Shaheed, Director Microsoft Corporation 1950 North Stemmons Freeway Dallas, Texas 75207 Dear Dr. Abdush-Shaheed: This RFP is submitted for your review and response in the form of proposal to bring in outside trainers to train our staff on the use of Microsoft Office Programs. This document is in response to Blue Cross/Blue Shield’s need to train its employees in the use of Microsoft Office Application packages that include Microsoft PowerPoint, Microsoft Word, Microsoft Excel and Microsoft Access. Thank you for taking the time to consider our need for your technical support. We look forward to your proposal in response to this RFP. Sincerely, Larry Franklin Marketing Director TABLE OF CONTENTS Abstract……………………………………………………………………….5 1.0 Introduction / General Over View Of (RFP) .....................……………………….5 1.1 Organizational Overview………………………………………………………….5 2.0 Discussion…………………………………………………………………………6 2.1 Course Description……………………………………………….………………..6 2.2 Target Audience…………………………………………………………………...6 2.3 Requirements for the Project……………………………………………………....6 2.3.1 Introduction to Computer Operations……………………..…………………6 2.3.2 Proficiency in Microsoft Word………………………………………………7 2.3.3 Proficiency in Microsoft Access……………………………………………..7 2.3.4 Proficiency in Microsoft Excel……………………………………………….7 2.3.5 Proficiency in Microsoft Power point………………………………………..8 2.3.6 Examination...
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...Digital Marketing and Content Development & Management Project Report submitted to Symbiosis Institute of Business Management, Bengaluru in partial fulfilment of the course “Summer Internship Programme” for the award of the degree of Master of Business Administration Submitted By Students Name: Tushar Rohatgi PRN: 13020841049 Under the guidance of (Name & Designation of Faculty guide) Mrs.Semila Fernandes Assistant Professor SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT, BENGALURU 95/1 & 95/2, Electronic City Phase-1, Hosur Road, Bengaluru – 560100 Certificate This is to certify that Mr. Tushar Rohatgi of MBA (2013-15 Batch) of Symbiosis Institute of Business Management, Bengaluru has done the project entitled Digital Marketing & Content Development & Management under my guidance. Signature of the faculty guide Name: Mrs.Semila Fernandes Designation: Assistant Professor Date: 16 -5 – 2014 DECLARATION I hereby declare that the project work submitted by me entitled “Digital Marketing & Content Development & Management” done during my Summer Internship Program (SIP) is submitted as a partial fulfilment of the requirement of MBA program at Symbiosis Institute of Business Management, Bengaluru. Project Details: Project Title:_ Digital Marketing & Content Development & Management Company: Percept Knorigin Online Ventures Private Limited Company guide name : Mr. Enosh David Faculty guide : Mrs.Semila...
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...current picture of the non-alcoholic beverage industry we will assess the market activity by using mergers, acquisitions and IPO’S as our benchmarks to determine if the market is growing or contracting. Value Chain Analysis A value chain is a model used to disaggregate a firm into its strategically relevant value generating activities, in order to evaluate each activity's contribution to the firm's performance (Terms V 2006). Through the analysis of this model we can gain insight as to how a firm creates their competitive advantage and shareholder value. The value chain of the nonalcoholic beverage industry contains five main activities. These include inbound logistics (suppliers), operations, outbound logistics (buyers/ customers), marketing and sales, and service. Inbound Logistics (Suppliers) Some of Coca Cola’s most notable suppliers include Spherion, Jones Lang LaSalle, IBM, Ogilvy and Mather, IMI Cornelius, and Prudential. These companies provide Coca Cola with materials such as ingredients, packaging and machinery. In order to ensure that these materials are in satisfactory condition, Coca-cola has put certain standards in place which these suppliers must adhere to (The Supplier Guiding Principles). These include: compliance with laws and standards, laws and regulations, freedom of association and collective bargaining, forced and child labor, abuse of labor, discrimination, wages and benefits, work hours and overtime, health and safety, environment, and demonstration...
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...Litteraturliste Apple History a, 2004: ”Company History: 1993-1996”, lokaliseret den 27/04 2012 på http://www.apple-history.com/h5 Apple History b, 2004: “Company History: 1996-1997”, lokaliseret den 27/04 2012 på http://www.apple-history.com/h6 Fry, J.N. and Kiling, J.N., 1995, “Strategic Analysis and Action”, 7. udgave, Prentice Hall Gelsing, L., Gjerding, A.N., Nielsen, T., Rasmussen, Gulddahl, J. og Vinding, A.L., 2010, “Virksomheders hverdagsstrategier”, 1. udgave, Samfundslitteratur Kahney, L., 2010: “Steve Jobs – manden bag Apple”, 1. udgave, AKA-PRINT A/S, Charlotte Hannibalsen Linzmayer, O.W., 2004: ”Apple Confidential 2.0: The Definitive History of the World's Most Colorful Company”, Library of Congress, William Pollock McHugh, S. og J., Nickels W.G., 2010, Understanding Business, 9th edition, McGraw-Hill Mintzberg, H. og Waters, J.A., 1985, “Of Strategies, Deliberate and Emergent”, Vol. 6, Nr. 3, Strategic Management Journal NansenNeuroScience, 2010: ”Social interactions in open innovation”, lokaliseret den 10/05 2012 på http://www.nansenneuro.net/about/open-innovation.html Ritzau, F., 2011: ”Apple kortvarigt verdens mest værdifulde selskab”, lokaliseret den 27/04 2012 på http://borsen.dk/nyheder/investor/artikel/212458/apple_kortvarigt_verdens_mest_vaerdifulde_selskab.html Smith D., 2010, “Exploring Innovation”, 2. udgave, Forlag Mcgraw-Hill Higher Education Vangkilde M., 2006, ”First-mover Advantage – Fordele og ulemper ved at være først”...
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...Case Background Golden Dragon Mobile Hong Kong Company Limited Overview China Golden Dragon Mobile Limited (CGDM) is a company listed on both the Hong Kong (HKEx) and the New York Stock Exchanges (NYSE). It is also a Chinese-government state-owned enterprise which has one of the world’s largest mobile phone subscriber bases. It is currently listed seventh in terms of market capitalisation on the HKEx. CGDM is the largest mobile telecommunications provider in China and one of the largest telecommunications companies in the world. Based in China, it has mobile networks in all 31 provinces, autonomous regions, directly-administered municipalities in Mainland China and in the Hong Kong SAR through these subsidiaries. Golden Dragon Mobile Hong Kong Company Limited (GDHK) is one of 33 wholly-owned subsidiaries of CGDM. This Hong Kong subsidiary began in 1996 and was the first Personal 1 Communication Service (PCS ) provider to launch services in Hong Kong under the brand “Dragon Magic Mobiles” (DMM). As the market leader in the Hong Kong PCS market, GDHK currently has 3.2 million mobile phone subscribers. It provides a range of communication services including mobile voice, international direct dialling and roaming, and wireless data which are dependent on advanced technologies including WAP, GPRS and EDGE. All of these are delivered through the well-established and respected Dragon Magic Mobiles brand. Capitalising on the strong support of its parent company, GDHK has launched a...
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