Social Media Marketing (SMM) is the practice of using social media platforms to connect with customers, build a brand and drive revenue. As social media usage grows globally through the development of mobile devices , businesses have the ability to drive sales from specific customers (Hayes, 2022). Global information on mobile, internet and social media usage.                                                                                    A paid social media campaign leverages external marketing activities on social media channels that support pay per click (PPC) advertising. This offers improved targeting of the audience, delivering the message quicker and increases the frequency an individual is exposed to the message. (Coleman, 2021). The Fi...

Email marketing is a direct marketing channel that allows businesses to communicate with customers on their contact list about products, services and promotions. The high ROI makes it an important tool in a business inbound marketing strategy (Harper, 2022). A campaign needs to have a well thought out strategy that includes a clearly defined audience, engaging copy and the ability to analyze the results of the campaign. Email Marketing offers a high ROI Email Marketing Best Practice Knowing Your Audience Patel (N.D.), believes knowing your audience is the first step in email marketing. This allows you to improve the segmentation of your list and “create hyper-targeted” copy. Understanding the brand demographic is key to a successful campaign. This can be achieved through sign up forms which can provide data on how and why people subscribed to the list. Once a company has gained an understanding of their audience they can identify how and when the subscriber prefers to communicate, ...

  Definition •The Content Marketing Institute defines Content Marketing as the technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience-with the ultimate aim of driving profitable customer action. •I’m going to speak a bit about how the travel industry has used content marketing. Blogs –Kayak & CheapTickets.com •Blogs are an effective way of driving organic traffic to a website and also getting readers to engage (Wainwright, 2020). • Kayak & CheapTickets.com have regularly updated Blogs, with articles written as travel guides with information about destinations, hotels and things to do. Kayak.com Blog •Both companies have allowed for content to be shared easily with share links to social platforms on each page. •Kayak has also used a call to action where appropriate to take users directly to the booking page relating to the destination article.  Magazine – Trivago Trivago Magazine • Trivago h...

What is Personal Branding? Personal branding is the creation of an identity for you, as an individual or as a business (A, Heitzman, 2022). The process means finding your uniqueness, and developing a reputation on the things you want to be known for (Stelzner, 2019). Figure 1:Richard Branson of Virgin is an example of somebody who has created a strong personal brand Having a face of the company is not a new idea, Microsoft has Bill Gates , Virgin has Richard Branson and Apple had Steve Jobs . It’s a way of giving a brand a face with the ultimate aim of building a relationship with the company through an individual. Having a personality that people can relate to goes a long way to building trust. Customers like to know the people who are behind the businesses they support (Forbes, 2020) Importance of Personal Branding Once a relationship has developed between a personal brand and an individual they are able to have the same influence as a company has with their employees, which ...

What is Inbound Marketing? Inbound Marketing is the process of enabling potential customers to find your business ( Marketo, 2022 ). This is usually done before the customer is ready to make a purchase and has 3 stages, Attract, Engage and Delight ( Hubspot, 2022 ). The  flywheel  is a self-sustaining  marketing model  that generates leads & prospects for your brand Reebok & Primarks's Approach To Inbound Marketing Reebok and Primark’s websites both use inbound marketing which have elements of the flywheel model. Both clothing brands have produced content which will attract people to read or watch. This demonstrates the website is being used to attract new customers and give a picture that the company is more than just an online clothing outlet. Primark has a section devoted to Primark Cares which highlights the sustainable approach to producing clothes, as well as their mission to keep clothes affordable. Reebok have a Blog section which is highly info...

Slide 1 – Title Page Hi I’m Greg Rees, I’m here to today to tell you a bit about the impact the internet has had on our lives and how it has affected us as Consumers. Slide 2- Introduction History of internet (Jefferon Online, 2016) As you can see from the slide, we’ve come a long way since the internet went public 30 years ago, and is now an important part of our everyday life. Slide 3 – Access to the internet – Internet Usage According to Oberlo, the majority of the world now has Internet access and almost 60% of the world are active internet users. That marks a 316 million year-over-year increase compared to 2020’s figures. But it’s not just that access is more widespread, the download speed has improved rapidly. Now, since the pandemic we can expect to see a lot more investment in fibre optic installation due to more people needing a higher upload speed, which we can see here in brackets. So let’s see now how the internet has affected 2 of the global economic powers: Slide 4- A...