What do marketing managers do?

Электронный маркетинг

Study the words and the word-combinations.

1. Read and translate the text [18].

ELECTRONIC MARKETING

 Electronic marketing is a set of marketing activities of the company associated with the use of electronic means. Electronic means include a personal computer (PC), a pocket personal computer (PDA), a mobile phone, communicators, a telephone, as well as various types of communication — the Internet, fixed telephony, mobile communications. The main types of electronic marketing are Internet marketing, mobile marketing, telephone inquiry services.

Internet Marketing

 Internet marketing includes both the creation of a website and any means of promoting it as well as various methods for promoting the brand, goods and services of companies on the Internet for profit, strengthening the image, disseminating information and solving other problems.

 Industries of Internet Marketing

1) Creation of sites, web pages, portals, which includes web design, web programming and web administration.

2) Search engine optimization of the site and search promotion which includes internal optimization of the site and external optimization (SEO). Search engine optimization (SEO) is a set of measures for internal and external optimization to raise the position of the site in the results of the search engines on specific user requests in order to increase network traffic (for information resources) and potential customers (for commercial resources ) and subsequent monetization (revenue generation) of this traffic. Usually the higher the position of the site in the search results, the more interested visitors go to it from the search engines. When analyzing the effectiveness of search engine optimization the cost of the target visitor is estimated by taking into account the time of withdrawal of the site to specified positions and conversion of the site. Conversion in Internet marketing is the ratio of the number of website visitors who have performed any targeted actions on it (hidden or direct instructions from advertisers, sellers, content creators - purchase, registration, subscription, visiting a certain page of the site, transition through an advertising link) to the total number of visitors to the site, expressed as a percentage. For example: you have an online store for the sale of any products. Suppose that you have 500 unique visitors a day. During this day 7 different purchases are made in your shop. In this case the conversion rate of visitors and buyers is 0.014 (7 purchases / 500 visitors) * 100% = 1.4%.

1) The main types of electronic marketing are Internet marketing, mobile marketing, telephone … services.

2) Advertising in social networks is one of the types of Internet advertising that is carried out in … networks, online communities and forums.

5) Internet marketing includes both the …of a website and any means of promoting it as well as various methods for promoting the brand, goods and services of companies on the Internet for …, strengthening the image, disseminating information and solving other problems.

6) Search engine optimization (SEO) is a set of … for internal and external optimization to raise the position of the site in the results of the …on specific user requests.

7) The higher the position of the site in the …, the more interested visitors goes to it from the search engines.

8) … in Internet marketing is the ratio of the number of website visitors who have performed any targeted actions on it to the total number of visitors to the site, expressed as a percentage.

9) When analyzing the effectiveness of search engine optimization the cost of the target visitor is estimated by taking into account the time of … of the site to specified positions and conversion of the site.

Almost 42% of Americans plan to shop mostly online in 2012, according to the “2012 Shopping Outlook” survey by PriceGrabber. Another 45% plan to make most of their purchases through a combination of online, brick-and-mortar, and mobile shopping, while just 12% plan to only shop in actual stores.

E-commerce, also known as online shopping, is becoming more widespread as more consumers look to the Internet for purchasing decisions. Consumers can find a wider variety of goods, often at more competitive prices, than they would at their local brick and mortar retailers.

However, because shopping online requires much less commitment than shopping in a store — consumers can fill up a virtual shopping cart from the comfort of their living rooms at any hour of the day — as many as 95% of online shoppers don’t “convert” (or purchase) from a website on their first visit. Businesses implement e-commerce marketing strategies hoping to solve this issue, easing consumer decision making online.

Once buyers are ready to purchase, what will make them choose to buy from the online shop above all the other options? Many new e-commerce store owners believe that an eye-catching, easy-to-use website and competitive pricing are more than enough. However, e-commerce websites need much more than this to stand apart from the competition. They need to know how to increase their online presence, convert their web traffic into paying customers, and drive repeat purchases.

 Without a strategic e-commerce marketing plan, a business’s website will fall in among the thousands of other companies selling similar products for similar prices. Marketing strategies like search engine optimization, pay-per-click marketing, email marketing, and traffic analysis can help an e-commerce website gain — and keep — shoppers.

E-commerce marketing is the practice of guiding online shoppers to an e-commerce website and persuading them to buy the products or services online. E-commerce marketing can include practices like:

1) Search engine optimization to help a website to rank higher in organic search engine listings.

2) Affiliation with better-known websites through referral marketing or banner advertising.

3) Retention of current customers through email marketing.

While there are many similarities between marketing an e-commerce website and marketing a brick and mortar store, e-commerce marketing involves some unique challenges and opportunities.  Online, consumers don’t feel invested in a shopping venture the way they would if they’d gotten in their car to visit a physical location, because visiting an e-commerce website requires no more effort than a mouse click.

Additionally, e-commerce businesses don’t have opportunities to draw customers in with the physical enticements of a well-run store – there is no soft music, relaxing smell or helpful, well-dressed salesperson to help them make their choice.

On the flipside, however, shopping online is faster, easier and more private, which makes it very appealing to tech-savvy consumers. With a fully-functioning, easy-to-use website and effective customer engagement tools, an e-commerce website can make shoppers want to complete their transactions online. This is financially beneficial, as e-commerce businesses require much less overhead to run successfully.

All manner of retailers — including clothing stores, fabric wholesalers, furniture manufacturers and technology companies employ e-commerce marketing. Sometimes, brick and mortar retailers make conscious decisions not to build e-commerce websites, because they want the experience of visiting their store to be a unique, elite experience. These retailers are often not interested in expanding their businesses or selling for a competitive price.

However, any other business that is interested in increasing their sales should not only build an e-commerce website, but put thought and effort into marketing it effectively.

Young, Internet-savvy consumers are the most likely to be affected by an e-commerce marketing campaign. Older consumers who are not as familiar with the Internet are less likely to make their purchases online in the first place. But when they do, they are also less particular about the quality of the e-commerce website.

One thing that is universally important to e-commerce consumers is security. Because buying online necessitates the transfer of personal information including a credit card number and personal shipping address, it is extremely important to ensure that your e-commerce website takes great care with customer information. Nothing can damage an e-commerce marketing campaign and a reputation faster than a slew of stolen identities or other financial security breaches.

An e-commerce marketing plan is developed by focusing on three objectives: helping new visitors to find the website, turning visitors into customers, and enhancing your website’s usability and after-sale marketing to encourage repeat visitors.

Helping new visitors find a company’s e-commerce website is largely dependent on search engine positioning and banner advertising. A successful e-commerce marketing team needs to have expertise in search engine optimization, pay-per-click marketing, social media marketing, and display advertising to reach the top of search results.

Search engine optimization, better known as SEO, is one of the most critical parts of e-commerce marketing. It is based on special algorithms that analyze the instances of specific keywords on your website. Because users navigate the Internet through search engines like Google, these results play a large role in the success of your website. A good SEO campaign can position your e-commerce website to rise to the top of the Google rankings.

Pay-per-click advertising operates similarly to SEO since it is based on keywords. However, whereas search engine optimization works organically (meaning that a marketing firm doesn’t have to pay for it), PPC results are the results that show up in yellow boxes on Google. Marketing campaigns pay to be represented by specific keywords, and owe money each time a user clicks on one of these ‘sponsored’ links. PPC and SEO campaigns often work very well together, by covering a variety of organic and paid keywords.

 Social media marketing can be very important to e-commerce websites. By creating an effective Facebook business page and enticing potential customers to ‘like’ your page with exclusive offers and discounts, you will not only gain immeasurable word-of-mouth advertising through the network, but will establish yourself as a trustworthy, reputable Internet business.

Effective, strategic marketing is sometimes enough to attract visitors to a website, but the work doesn’t end there. Next, an e-commerce marketing campaign will convince them to purchase the available product or service. Website visitors become customers because of their experience on your website. While the quality and pricing of the product is important, the user experience is just as important. The domain name should be easy to spell, it should load quickly, and it should look good and be easy to read.

On the product pages, it is essential that all offerings are easy to find, easy to understand, and are accompanied by extensive details and photos. Online shoppers are drawn to purchase if they know right away how much your product and shipping costs, if they can see multiple views of a product, zoom in on your photos, read reviews from other customers, and save products they’re considering in a shopping cart.

Because e-commerce marketing is a digital marketing field, a career in e-commerce marketing requires marketers to not only have a marketing background, but also a firm understanding of the ever-changing world of social media, search engine analytics, and broad-based online marketing. An effective e-commerce marketing team will be made up of individuals who are extremely comfortable with technology trends and have the creativity to let your e-commerce website stand out from the crowd.

What do marketing managers do?

A successful e-commerce marketing campaign should be led by a marketing manager with the knowledge and training necessary to manage and effectively strategize campaign activity. Typically, marketing managers oversee all activities within a company’s marketing, advertising, and promotional department. They establish brand guidelines and growth strategies, evaluate customer needs, and tweak marketing plans dependent on success.