Page 27 - Bisiness Studies_Form_3
P. 27
Business Studies for Secondary Schools
(c) E-mail marketing: Sending
(b) Identify three specific promotional e-mails, newsletters,
recommendations for and personalised offers to customers.
improvement, and explain how
each recommendation would (d) Content marketing: Creating
enhance customer satisfaction valuable content such as blogs,
FOR ONLINE READING ONLY
and attract more customers. videos, and infographics to educate
and engage the audience.
(e) Pay-Per-Click (PPC) advertising:
E-marketing for small businesses Running paid advertisements on
E-marketing, also known as digital search engines and social media to
marketing, promotes products or target specific audiences.
services through digital channels such as
websites, social media, e-mail, and search (f) Affiliate marketing: Partnering with
engines. In simple terms, it refers to the other businesses or influencers to
use of digital technologies to market a promote products for a commission.
business. The goal of e-marketing is to (g) Electronic billboards: Placing digital
attract potential customers, convert them displays in public locations such
into loyal buyers, and maintain long- as highways, malls, or stadiums,
term relationships through continuous showing ads or promotional
engagement. Small businesses benefit messages.
from e-marketing as it offers a global (h) Influencer marketing: Partnering
reach, personalised communication, and with individuals (influencers) who
cost-effective solutions compared to have a strong online followers to
traditional marketing. promote a brand or product.
Types of e-marketing strategies (i) Viral marketing: Creating highly
Small businesses can use various types shareable content that spreads
of e-marketing strategies to enhance their rapidly online, like memes, videos,
online presence. The following are some or challenges.
of those strategies as shown in Figure 1.3: (j) Mobile marketing: Marketing via
(a) Search Engine Optimisation (SEO): mobile devices through apps, short
Optimising website content to rank messages (SMS), push notifications,
higher on search engines, increasing or mobile-optimized websites.
organic traffic. (k) Radio and TV (digital broadcasting):
(b) Social media marketing: Promoting Using digital or streaming versions
products, services, brands, or ideas of radio and television for marketing.
through online platforms.
19 Student’s Book Form Three
