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eMarketing The essential guide to digital marketing 4th Edition Rob Stokes and the Minds of Quirk Fourth Edition eMarketing: The essential guide to digital marketing By Rob Stokes Compiled by Sarah Blake and Quirk Education First published 2008 by Quirk eMarketing (Pty) Ltd. © Copyright 2008, 2009,...

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eMarketing The essential guide to digital marketing 4th Edition

Rob Stokes

and the Minds of Quirk

Fourth Edition eMarketing: The essential guide to digital marketing By Rob Stokes Compiled by Sarah Blake and Quirk Education

First published 2008 by Quirk eMarketing (Pty) Ltd. © Copyright 2008, 2009, 2010, 2011 Quirk (Pty) Ltd.

This book is published under the Creative Commons AttributionNoncommercial-No Derivative Works 3.0 Unported License. This means that you can share and distribute this work and you can even modify it, as long as you do not use it for commercial gain, you share all modiications and you credit Quirk (Pty) Ltd. For more information, you can visit: www.creativecommons.org or www.quirk.biz/emarketingtextbook. ISBN: 978-0-620-50266-5

Book design and typesetting by Solveig Bosch. Cover illustration inspired by Craig Raw and Clint Bryce and design and illustration by Roger Ewing. We’ve used the font DIN in this book and it is printed by Creda Printers (www.creda.co.za)

Trademarks All terms or names used in this book that are known to be trademarks or service marks have been appropriately capitalised. Quirk (Pty) Ltd cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark. We have also made every effort to obtain permission for and to acknowledge copyright material. Should any infringement of copyright have occurred, please contact us and every effort will be made to rectify omissions or errors in the event of a reprint or new edition. You can contact us on [email protected].

Warning and Disclaimer Every effort has been made to make this book as complete and accurate as possible, but no warranties regarding its contents, whether fact, speculation or opinion, are made nor is itness for any use implied. The information provided is on an “as is” basis. The author, compiler and Quirk (Pty) Ltd shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book. Full details of Quirk (Pty) Ltd may be obtained via its web site (www.quirk.biz) or may be requested directly at [email protected]. ii

eMarketing: The essential guide to digital marketing Fourth Edition by Rob Stokes compiled by Sarah Blake and Quirk Education

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i. Preface

When we began work on the irst edition of “eMarketing” back in 2007, I certainly did not anticipate that we’d be publishing a 4th edition four years later. Witnessing the growth and maturation of the digital marketing industry over the last twelve years has been incredible, but it is the last four years that have demonstrated the most change. No longer is digital seen as just another channel. I believe that viewing it this way has many dangers. Digital is too pervasive in our lives to be called a mere channel. Television is a channel, but you don’t carry a TV around in your pocket. Digital, and in particular its exploding mobile elements, has been pulled into every facet of our lives. It is as relevant to a developing nation as it is to the ‘irst world’, and can have an empowering impact whether you are a business executive or you live in a rural area. The Internet is now everywhere, and for marketers it has become a non-negotiable part of the marketing mix. Quirk has also evolved tremendously during this time. We have expanded to over 150 people and our clients have grown to include some of the most valuable brands in the world. In turn, the structure of our agency has changed to meet the needs of our clients within this digital landscape. Traditionally, our business was made up of tactical teams: search engine optimisation (SEO), pay per click (PPC), creative, engineering, email marketing, etc. At one point we had about 15 different teams within the organisation. Over time, this structure became less effective than we would have liked. Even with fantastic communication within the business, having so many separate teams meant we were siloed. It became increasingly obvious that the various elements of digital marketing work hand in hand, not just beneiting each other through coordination, but actually relying on each other for success. A year ago we began a transformation. We took a step back and analysed the digital landscape and what it meant to our clients and their customers. The result of this analysis was a restructuring of our various tactical teams into four key disciplines: Think, Create, Engage and Optimise. The Think team is responsible for research, insight and strategy. They in turn work closely with the Create team whose job it is to build beautiful and functional digital assets. Our Create team is made up of designers, copywriters, video experts, front-end developers and engineers. But a digital asset in isolation is like the proverbial billboard in the Sahara – invisible. This is where our Engage team comes in. Their job is to drive trafic and build customer relationships. Within Engage resides Search Engine Marketing, Social Media, Display Media, Viral Marketing, Email Marketing and CRM. It is particularly within Engage that you see the importance of teams working together. Social media beneits SEO which beneits PPC which in turn can help build that important database of email subscribers. A basic example,

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but I think you get the point. If these eMarketing tactics are being used in isolation, you will lose out on a lot of value. Finally our Optimise team straddles everything we do at Quirk. One of our philosophies is “Enough is never Enough”: the relentless pursuit of the perfection that you know does not exist. The Optimise team focuses on analytics, conversion optimisation and user experience testing to make sure everything we do for our clients is more effective every day. The most wondrous thing about the Internet is its measurability, and our Optimise team relishes in this opportunity. We have seen this structure and behaviour become increasingly effective within our agency and for our clients. It was only natural to extend it to the structure of our textbook. Another evolution at Quirk, since the publication of our previous book, has been the growth of our education business. The QuirkStars have been lecturing at universities and teaching at other companies for years, but on a very ad hoc basis. Suddenly, with the launch of our textbook, this area of our business was in huge demand and as such Quirk Education was born. We still do a lot of face-to-face teaching, but the fastest growing component of our educational business has been in our online learning offerings. We now offer a full certiicate course in eMarketing as well as short courses in social media, WebPR, mobile marketing, SEO, ORM, email marketing and writing for digital. Over the next year we will expand these to include courses in analytics, UX, strategy, internet law and more. It’s an exciting time for us as we are quite obsessed with education and it is very fulilling to be able to create a business out of it. Of course, whilst our facilitated online training is charged for, our textbook will always be available for free online. It’s our contribution to the industry that we have gained so much from. It’s important to raise a glass to those who made this textbook possible. If it takes a villages to raise a child, in our case it takes an entire agency to write a textbook. It’s really dificult to single out individuals as everyone played a small part in one way or another. However special mention must of course go to the lovely Sarah Blake without whom this book would never have happened. She is a genuine digital polymath and her brain and superb writing skill has ensured that this book has the depth and breadth that make it the text of choice for over 400 academic institutions across the world. The Quirk Education team also deserves much credit, but in particular their mighty leaders Kat Scholtz and Lyndi Lawson who did a huge

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I’m terribly proud of this book. As I said with the previous edition, it has been much harder than we thought to put it together with many late nights and missed deadlines, but every minute has been worth it.

i. Preface

amount of work, not only with the content, but all the other elements which are essential to bringing a book to fruition. Thanks go again to Solveig Bosch for her efforts in laying out the book and making it look great and also to Roger Ewing who designed the cover based on Craig Raw’s original idea.

I must thank my team for helping me make this idea a reality. This book is a distillation of Quirk’s knowledge and to be able to offer it to all without boundaries and limitations is a privilege. I can only hope that others do the same across all disciplines. I believe education is the one thing that can change the world. It’s up to those with knowledge to do what they can to put it in the hands of others. Please enjoy and share our book. Rob Stokes

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I don't think you'll learn much from this textbook. It's nothing speciic--I actually don't think you can learn how to market from any textbook. As marketing textbooks go, this is a very good one, but still, it's not going to work. It's not going to work because marketing is about nuance, experience, experimentation and passion. And I don't have a clue how you could start from scratch and learn that from a textbook, no matter how good. So, what to do? The irst thing you should do is obsess about the terms in this book. Vocabulary is the irst step to understanding, and if you don't know what something means, igure it out. Don't turn the page until you do. Second, get out of the book. Go online. Go market. There are very few endeavors that are as open to newcomers, as cheap and as easy to play with. You can't learn marketing without doing marketing. Go ind a charity or a cause or a business you believe in and start marketing. Build pages. Run ads. Write a blog. Engage. Experiment. If you don't learn marketing from this process (the book for vocabulary, the web for practicing) then you have no one to blame but yourself. You've already made the irst step, don't blow it now. We need you. Market what matters. Seth Godin Author Purple Cow, Permission Marketing and Linchpin

ii. Some thoughts on Marketing from Seth Godin

Some thoughts on Marketing from Seth Godin.

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reviews for eMarketing: the essential guide to digital marketing

Writing a book on any aspect of the online world is problematic because it changes so much, which is why the people working with this daily enjoy it so much. There are many books explaining why the internet is important and why you need to be part of the hype - this is not one of those books. What the team from Quirk have been able to do is create a solid book on eMarketing that will be useful for a long time, regardless of the continuous changes in this ield. This eMarketing textbook addresses the core principles one needs to understand to use marketing principles effectively in the online space in a highly accessible format. If you are a marketer, this is a must have book; if you know a marketer, do him or her a favour and get it for them; if you are just interested in eMarketing and want to expand your general business knowledge, buy two copies - someone will want to borrow this from you.

Jaco Meiring, Digital - Investec

“The text book is not only a great resource but has been fundamental to increasing the proile and education around Digital Marketing within SA. The industry as a whole should be grateful for the impact it has made”

Sean Hidden, Digital Media Manager, Distell.

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iii. Reviews

Reviews for Previous Editions “Quirk’s eMarketing handbook covers all the most important concepts which are necessary for eMarketing excellence today. I would highly recommend it as both a study guide and a practitioner’s reference manual. Congratulations to the QuirkStars on all the thought, research and work that has obviously gone into this.”

Dave Duarte, founder and director of Nomadic Marketing, UCT Graduate School of Business

“WOW! It is an inspiration to see such a well written and truly essential guide to online marketing being written by South Africans! eMarketing: The Essential Guide to Online Marketing should be read and referenced by every smart marketer who is dealing with the complicated world of eMarketing.”

Bronwen Auret, Formerly: Online Marketing Specialist, South African Tourism

“The perfect starting point for anyone entering the world of online marketing…. truly impressive.”

Stafford Masie, Formerly: Country Manager, Google South Africa

“I’ve known Quirk for many years and it’s very exciting to see all their experience distilled into this textbook. Furthermore, their contribution to Open Education by licensing this book under Creative Commons is an initiative I strongly support. Read this book.”

Scott Gray, Formerly: Interactive Marketing, BMW South Africa

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Cape Town of a coalition of educators, foundations, and Internet pioneers in September 2007. The meeting was organised by the Open Society Institute and the Shuttleworth Foundation. Linux entrepreneur Mark Shuttleworth said, “Open sourcing education doesn’t just make learning more accessible, it makes it more collaborative, lexible and locally relevant.” The Declaration’s principles of openness in education and the sharing of knowledge resonate strongly with us. To show our commitment to the Open Education Declaration, all of the contents of this textbook are freely available online, as are supporting materials for lecturers and for students. We know how quickly things change when it comes to the Internet, so we are committed to regular updates of this resource. A free download of the textbook and further materials and resources are available at www.quirk.biz/emarketingtextbook. For more information on the Open Education Declaration, and to add your name to the list of individuals committed to this cause, you can go to www.capetowndeclaration.org. Creative Commons recognises that content can be freely shared and distributed without negating the rights of the author of the work. It’s an exciting charitable organisation that is helping creators around the world to share their work while still being recognised for their authorship. We have chosen a Creative Commons licence for this work that means that the contents may be freely shared as well as modiied and shared as long the source material is acknowledged and it is not used for commercial gain. For more information on the Creative Commons, please visit www.creativecommons.org.

iv. About the Open Education Declaration and the Creative Commons

The Cape Town Open Education Declaration is the product of a meeting in

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i. Preface......................................................v i. Preface ................................................. vii ii. Some thoughts on Marketing from Seth Godin ..........................................................ix iii. Reviews..................................................xi iv. About the Open Education Declaration and the Creative Commons .............................xiii v. Vouchers ................................................ xv vi. First words ..............................................1 vii. The Internet ...........................................3 Introduction to the Internet ......................4 how it works ..............................................7 references ...............................................10 further reading........................................12 Part 1. Think ..............................................15 Introduction to Think...............................16 1. Digital Marketing Strategy .....................19 1.1 introduction .......................................20 1.2 key terms and concepts ....................20 1.3 what is marketing? ...........................21 1.4 what is digital marketing? ................21 1.5 what is digital marketing strategy? ..22 1.6 the internet in the traditional marketing mix .........................................23 1.7 crafting a digital marketing strategy 29 1.8 summary ...........................................35 further reading........................................38 2. Market Research ....................................39 2.1 introduction .......................................40 2.2 key terms and concepts ....................41 2.3 how it works ......................................42 2.8 case study: BrandsEye ......................58 case study questions ..............................60 chapter questions ...................................60 2.9 references ........................................60 image reference ......................................61 further reading........................................62 xvi

3. Crowdsourcing .......................................63 3.1 introduction .......................................64 3.2 key terms and concepts ....................65 3.4 how it works ......................................69 3.5 how it works in business...................70 Figure 3.5 The Crash the Superbowl campaign.................................................72 3.6 how a crowdsourcing campaign ......72 is managed..............................................72 3.7 the pros and cons of crowdsourcing .73 3.8 the bigger picture..............................74 3.9 summary ..........................................75 3.10 case study .......................................77 3.11 references .......................................79 image references ....................................80 further reading........................................80 Part 2. Create.............................................83 introduction to create .............................84 4. Web Development and Design ................85 4.1. introduction ......................................86 4.2 key terms and concepts ....................86 4.3 how it works ......................................88 4.4 planning – laying strong foundations .............................................94 4.5 designing ...........................................97 4.6 developing – technology gives it life ......................................................101 4.7 launch..............................................106 4.8 summary .........................................106 4.9 the bigger picture............................107 4.10 case study: Happy Cog and Greater Philadelphia Tourism Marketing Corporation .........................107 4.11 references .....................................111 further reading......................................112 5. Writing for the Web ..............................115 5.1 introduction ....................................116 5.2 key terms and concepts ..................116 5.3 how it works ....................................117 5.4 HTML ...............................................119 5.5 an introduction to key phrases .......120 5.6 types of web copy ............................121 5.7 SEO copywriting ..............................128

6. Mobile Development ............................139 6.1 introduction .....................................140 6.2 key terms and concepts ..................141 6.3 history..............................................142 6.4 why mobile web development? .......145 6.6 how it works ....................................149 6.9 case study: Diningout.co.za ............157 case study questions ............................158 chapter questions .................................158 6.10 references .......................................