Download Online Marketing Guide

Online Marketing Guide
Wikipedia
Contents
1
Digital marketing
1
1.1
History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
1.2
New non-linear marketing approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
1.3
Use in the digital era . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
1.4
Brand awareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
1.4.1
Ease of access
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
1.4.2
Competitive advantage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
1.4.3
Effectiveness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Latest developments and strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
1.5.1
Ways to further increase the effectiveness of digital marketing . . . . . . . . . . . . . . . .
4
Ineffective forms of digital marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
1.6.1
Prioritizing clicks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
1.6.2
Balancing search and display . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
1.6.3
Digital marketing communications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
1.6.4
Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
1.6.5
Multi-channel communications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
1.6.6
Self-regulation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
1.6.7
Advantages and limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
1.7
See also . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
1.8
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
1.9
Further reading . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
11
1.5
1.6
2
Email marketing
12
2.1
History
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
2.2
Types of email marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
2.2.1
Transactional emails . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
2.2.2
Direct emails . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
2.2.3
Mobile email marketing
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Comparison to traditional mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
2.3.1
Advantages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
2.3.2
Disadvantages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
14
2.4
Opt-in email advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
14
2.5
Legal requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
14
2.3
i
ii
3
CONTENTS
2.5.1
Australia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
14
2.5.2
Canada . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
14
2.5.3
European Union
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
2.5.4
United States . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
2.6
See also . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
2.7
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Online advertising
17
3.1
History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
3.1.1
Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
3.1.2
Display ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
3.1.3
Search ads
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
3.1.4
Recent trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Delivery methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
3.2.1
Display advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
3.2.2
Interstitial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
21
3.2.3
Search engine marketing (SEM) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
21
3.2.4
Social media marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
3.2.5
Mobile advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
3.2.6
Email advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
3.2.7
Online classified advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
3.2.8
Adware . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
3.2.9
Affiliate marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
3.2.10 Content Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
3.2.11 Online marketing platform . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
Compensation methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
3.3.1
CPM (cost per mille) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
3.3.2
CPC (cost per click) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
3.3.3
CPE (cost per engagement) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
3.3.4
CPV (cost per view) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
3.3.5
Attribution of ad value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
3.3.6
Other performance-based compensation . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
3.3.7
Fixed cost . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
Benefits of online advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
3.4.1
Cost . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
3.4.2
Measurability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
3.4.3
Formatting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
3.4.4
Targeting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
3.4.5
Coverage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
3.4.6
Speed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
Concerns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
3.5.1
25
3.2
3.3
3.4
3.5
Security Concerns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
CONTENTS
3.5.2
Banner blindness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
3.5.3
Fraud on the advertiser . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
26
3.5.4
Technological variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
26
3.5.5
Privacy concerns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
26
3.5.6
Trustworthiness of advertisers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
3.5.7
Spam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
Regulation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
3.6.1
Privacy and data collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
3.6.2
Delivery methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
3.7
See also . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
28
3.8
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
30
3.6
4
5
Search engine marketing
35
4.1
Market
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
35
4.2
History
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
35
4.3
Methods and metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
35
4.4
Paid inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
36
4.5
Comparison with SEO
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
37
4.6
Ethical questions
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38
4.7
Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38
4.8
See also . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38
4.9
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
39
Search engine optimization
40
5.1
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
40
Relationship with Google . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
41
Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
42
5.2.1
Getting indexed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
42
5.2.2
Preventing crawling
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
42
5.2.3
Increasing prominence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
42
5.2.4
White hat versus black hat techniques . . . . . . . . . . . . . . . . . . . . . . . . . . . .
43
5.3
As a marketing strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
44
5.4
International markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
44
5.5
Legal precedents
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
45
5.6
See also . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
45
5.7
Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
45
5.8
External links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
47
History
5.1.1
5.2
6
iii
Social media marketing
48
6.1
Platforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
48
6.1.1
Social networking websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
48
6.1.2
Mobile phones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
49
iv
CONTENTS
6.2
Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
49
6.2.1
The passive approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
49
6.2.2
The active approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
49
6.3
Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
50
6.4
Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
50
6.4.1
Betty White . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
50
6.4.2
2008 US presidential election . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
50
6.4.3
Local businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
51
6.4.4
Kony 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
51
6.4.5
Nike #MakeItCount . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
51
6.4.6
Lay’s-Do Us a Flavor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
51
Purposes and Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
51
6.5.1
Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
52
6.5.2
Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
52
6.5.3
Google+ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
52
6.5.4
LinkedIn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
52
6.5.5
Yelp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
52
6.5.6
Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
53
6.5.7
Instagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
53
6.5.8
YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
53
6.5.9
Social Bookmarking Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
53
6.5.10 Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
54
6.5.11 Tumblr . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
54
6.6
Marketing techniques . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
55
6.7
Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
56
6.8
Implications on traditional advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
56
6.8.1
Minimizing use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
57
6.8.2
Leaks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
57
6.8.3
Social media marketing mishaps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
57
6.8.4
Ethics of Social Media Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
57
Metrics for social media marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
58
6.9.1
Web site reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
58
6.9.2
Return on investment data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
58
6.9.3
Customer response rates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
58
6.9.4
Reach and virality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
58
6.10 See also . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
59
6.11 References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
59
6.12 About this Article . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
62
WordPress
63
7.1
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
63
7.1.1
63
6.5
6.9
7
Themes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
CONTENTS
v
7.1.2
Plugins . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
63
7.1.3
Mobiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
64
7.1.4
Other features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
64
7.2
Multi-user and multi-blogging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
64
7.3
Migration/wp-config.php . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
64
7.4
History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
64
7.4.1
Release history . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
65
7.5
Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
65
7.6
Vulnerabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
65
7.7
Development and support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
66
7.7.1
Key developers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
66
7.7.2
WordCamp developer and user conferences . . . . . . . . . . . . . . . . . . . . . . . . .
66
7.7.3
Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
67
7.8
See also . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
67
7.9
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
67
7.10 External links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
70
7.11 Text and image sources, contributors, and licenses . . . . . . . . . . . . . . . . . . . . . . . . . .
71
7.11.1 Text . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
71
7.11.2 Images . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
76
7.11.3 Content license . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
77
Chapter 1
Digital marketing
Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly
on the internet, but also including mobile phones, display advertising, and any other digital medium.[1]
The way in which digital marketing has developed since the 1990’s and 2000’s has changed the way brands and
businesses utilize technology and digital marketing for their marketing.[2] Digital marketing campaigns are becoming
more prevalent, as digital platforms are increasingly incorporated into marketing plans,[3] and as people use digital
devices instead of going to physical shops.[4][5]
Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, and
any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile
phones (SMS and MMS), callback and on-hold mobile ring tones.[6]
1.1 History
The term digital marketing was first used in the 1990s,[7] but digital marketing has roots in the mid-1980s when the
SoftAd Group, now ChannelNet, developed advertising campaigns for automobile companies, wherein people would
send in reader reply cards found in magazines and receive in return floppy disks that contained multimedia content
promoting various cars and offering free test drives.
Digital marketing became more sophisticated in the 2000s and the 2010s,[8][9] and the proliferation of devices able
to access digital media has led to great growth of digital advertising;[10] statistics produced in 2012 and 2013 showed
that digital marketing was still a growing field.[11][12]
Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital
marketing has grown in popularity over time, particularly in certain countries. In the USA online marketing is still
prevalent, in Italy is referred as web marketing but in the UK and worldwide, digital marketing has become the most
common term, especially after the year 2013.[13]
Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in
2010. An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA)
to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection.[10]
1.2 New non-linear marketing approach
In an ever more complex retail environment, customer engagement is essential but also challenging. Retailers must
shift from a linear marketing approach of one-way communication to a value exchange model in which there is a
two-way mutual dialogue and benefit-sharing between provider and consumer.[14] Exchanges are more non-linear,
free flowing and both one-to-many or one-on-one.[5] The spread of information and awareness can occur across
numerous channels such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a wide variety
of other platforms. Online communities and social networks allow individuals to easily become creators of their
1
2
CHAPTER 1. DIGITAL MARKETING
own content and publicly publish their opinions, experiences, thoughts and feelings about many topics and products,
hyper-accelerating the diffusion of information.[15]
The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers
are using the Internet to make shopping decisions in stores and online. They reported that due to the internet and ecommerce, shoppers are increasingly looking to purchase internationally, with over 50% in the study who purchased
online in the last six months stating they bought from an overseas retailer.[16]
Using an omni-channel strategy is becoming increasingly important for enterprises to adapt to the changing expectations of consumers who are wanting ever-more sophisticated offerings throughout the purchasing journey, in
which the internet is becoming an essential component.[17] Retailers are increasingly focusing on their online presence, including online shops that operate along side existing store-based outlets. Solely internet-based retailers are
also entering the market, and some are establishing corresponding store-based outlets to provide personal services,
professional help, and tangible experiences with their products.[17]
An omni-channel approach not only benefits consumers but also benefits business bottom line as research suggests that
customers spend more than double when purchasing through an omni-channel retailer as opposed to a single-channel
retailer, and are often more loyal. This could be due to the ease of purchase and the wider availability of products in
an omni-channel approach.[17]
Customers are often researching online and then buying in stores and also browsing in stores and then searching for
other options online. Online customer research into products is particularly popular for higher-priced items as well
as consumable goods like groceries and make up. Consumers are increasingly using the internet to look up product
information, compare prices and search for deals and promotions.[14]
1.3 Use in the digital era
There are a number of ways brands can use digital marketing to benefit their marketing efforts.
The use of digital marketing in the digital era not only allows for brands to market their products and services but
also allows for online customer support through 24/7 services to make customer feel supported and valued. The
use of social media interaction allows brands to receive both positive and negative feedback from their customers as
well as determining what media platforms work well for them and has become an increased advantage for brands and
businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites
feedback on their experience with a product or brand.[18] It has become increasingly popular for businesses to utilise
and encourage these conversations through their social media channels to have direct contact with the customers and
manage the feedback they receive appropriately.
Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are
not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’
experiences.[15] It is increasingly advantageous for companies to utilise social media platforms to connect with their
customers and create these dialogues and discussions. The potential reach of social media is indicated by that fact
that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over
97 million average unique users.[19]
1.4 Brand awareness
1.4.1
Ease of access
A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing
and delivery of digital media. Information is easy to access at a fast rate through the use of digital communications.
Users with access to the Internet can use many digital mediums, such as Facebook, YouTube, Forums, and Email
etc. Through Digital communications it creates a Multi-communication channel where information can be quickly
exchanged around the world by anyone without any regard to whom they are.[20] Social segregation plays no part
through social mediums due to lack of face to face communication and information being wide spread instead of to
a selective audience. This interactive nature allows consumers create conversation in which the targeted audience is
able to ask questions about the brand and get familiar with it which traditional forms of Marketing may not offer.[21]
1.5. LATEST DEVELOPMENTS AND STRATEGIES
1.4.2
3
Competitive advantage
By using Internet platforms, businesses can create competitive advantage through various means. To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through
this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on
their needs.[22] This means of content has shown to have a larger impingement on those who have a long standing
relationship with the firm and with consumers who are relatively active social media users. Relative to this, creating
a social media page will further increase relation quality between new consumers and existing consumers as well as
consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up
the Brand Awareness Pyramid.[23] Although there may be inconstancy with product images;[24] maintaining a successful social media presence requires a business to be consistent in interactions through creating a two way feed of
information; firms consider their content based of the feedback received through this channel, this is a result of the
environment being dynamic due to the global nature of the internet.[21] Effective use of digital marketing can result
in relatively lowered costs in relation to traditional means of marketing; Lowered external service costs, advertising
costs, promotion costs, processing costs, interface design costs and control costs.[24]
1.4.3
Effectiveness
Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance,
also these countries that have uncertainty avoidance; social media marketing works effectively. Yet brands must be
careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively their image. Brands that represent themselves in an anthropomorphizing manner are more
likely to succeed in situations where a brand is marketing to this demographic. “Since social media use can enhance
the knowledge of the brand and thus decrease the uncertainty, it is possible that people with high uncertainty avoidance, such as the French, will particularly appreciate the high social media interaction with an anthropomorphized
brand.”[25]
1.5 Latest developments and strategies
One of the major changes that occurred in traditional marketing was the “emergence of digital marketing” (Patrutiu
Baltes, Loredana, 2015), this led to the reinvention of marketing strategies in order to adapt to this major change in
traditional marketing (Patrutiu Baltes, Loredana, 2015) .
As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should
be expected from digital marketing developments and strategies. This portion is an attempt to qualify or segregate
the notable highlights existing and being used as of press time.
1. Segmentation: more focus has been placed on segmentation within digital marketing, in order to target specific
markets in both business to business and business to consumer sectors.
2. Influencer marketing: Important nodes are identified within related communities, known as influencers. This
is becoming an important concept in digital targeting. It is possible to reach influencers via paid advertising,
such as Facebook Advertising or Google Adwords campaigns, or through sophisticated sCRM (social customer
relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM.
Many universities now focus, at Masters level, on engagement strategies for influencers.
To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push
digital marketing occurs when marketers send messages without that content being actively sought by the recipients.
1. Online behavioural advertising is the practice of collecting information about a user’s online activity over
time, “on a particular device and across different, unrelated websites, in order to deliver advertisements tailored
to that user’s interests and preferences[26][27]
2. Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.[28]
Additionally, organizations are inviting their customers to help them better understand how to service them.
This source of data is called User Generated Content. Much of this is acquired via company websites where the
4
CHAPTER 1. DIGITAL MARKETING
organization invites people to share ideas that are then evaluated by other users of the site. The most popular
ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new
products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low cost advertising as it is directly from the consumers and can save advertising
costs for the organisation.
An important consideration today while deciding on a strategy is that the digital tools have democratized the promotional landscape.
5. Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to publish
targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have
either searched for particular products or services or visited a website for some purpose.
6. Game advertising: Game ads are advertisements that exist within computer or video games. One of the most
common examples of in-game advertising is billboards appearing in sports games. In-game ads also might appear as
brand-name products like guns, cars, or clothing that exist as gaming status symbols.
The new digital era has enabled brands to selectively target their customers that may potentially be interested in their
brand or based on previous browsing interests. Businesses can now use social media to select the age range, location,
gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer’s
recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products
and services,[29] This allows businesses to target the specific customers that they know and feel will most benefit from
their product or service, something that had limited capabilities up until the digital era.
1.5.1
Ways to further increase the effectiveness of digital marketing
A strategy that is linked into the effectiveness of digital marketing is content marketing.[30] Content marketing can
be briefly described as “delivering the content that your audience is seeking in the places that they are searching
for it”.[30] It is found that content marketing is highly present in digital marketing and becomes highly successful
when content marketing is involved. This is due to content marketing making your brand more relevant to the target
consumers, as well as more visible to the target consumer.
Marketers also find email an effective strategy when it comes to digital marketing as it is another way to build a long
term relationship with the consumer. Listed below are some aspects that need to be considered to have an effective
digital media campaign and aspects that help create an effective email system.
Interesting mail titles differentiate one advertisement from the other. This separates advertisements from the clutter.
Differentiation is one factor that can make an advertisement successful in digital marketing because consumers are
drawn to it and are more likely to view the advertisement[5][15]
Establishment of customer exclusivity: A list of customers and customer’s details should be kept on a database
for follow up and selected customers can be sent selected offers and promotions of deals related to the customer’s
previous buyer behaviour. This is effective in digital marketing as it allows organisations to build up loyalty over
email.[15]
Low Technical Requirements: In order to get the full use out of digital marketing it is useful to make you advertising
campaigns have low technical requirements. This prevents some consumers not being able to understand or view the
advertising campaign.[15]
1.6 Ineffective forms of digital marketing
Digital marketing activity is still growing across the world according to the headline global marketing index. Digital
media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World
Economics, 2015).[31] Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing
clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic,
and cross-platform measurement (Whiteside, 2016).[32] Why these practices are ineffective and some ways around
making these aspects effective are discussed surrounding the following points.
1.6. INEFFECTIVE FORMS OF DIGITAL MARKETING
1.6.1
5
Prioritizing clicks
Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for
display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads are relevant
therefore having little impact. This displays that marketing companies should not just use click ads to evaluate the
effectiveness of display advertisements (Whiteside, 2016).[32]
1.6.2
Balancing search and display
Balancing search and display for digital display ads are important; marketers tend to look at the last search and
attribute all of the effectiveness to this. This then disregards other marketing efforts, which establish brand value
within the consumers mind. ComScore determined through drawing on data online, produced by over one hundred
multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid
search (Whiteside, 2016).[32] This is why it is advised that when someone clicks on a display ad the company opens
a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond
this page. Things such as free offers that the consumer can obtain through giving the company contact information
so that they can use retargeting communication strategies (Square2Marketing, 2012).[33] Commonly marketers see
increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display
campaign compared to a search campaign should be considered. Multichannel retailers have a increased reach if the
display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display
campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a
search campaign (Whiteside, 2016).[32]
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[32] Apps
provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and
secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on
the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[32]
Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the
entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought
of as intrusive (Whiteside, 2016).[32] Disadvantages of digital media used on mobile devices also include limited
creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select
product information, digital media creating a flexible message platform and there is potential for direct selling (Belch
& Belch, 2012).[34]
Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices
are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning.
Market researchers need to understand how the Omni-channel affects consumer’s behaviour, although when advertisements are on a consumer’s device this does not get measured. Significant aspects to cross-platform measurement
involves de-duplication and understanding that you have reached an incremental level with another platform, rather
than delivering more impressions against people that have previously been reached (Whiteside, 2016).[32] An example
is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase
in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).[32] Television and radio industries are the
electronic media, which competes with digital and other technological advertising. Yet television advertising is not
directly competing with online digital advertising due to being able to cross platform with digital technology. Radio
also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and
impact the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).[35]
Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic
all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising,
which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web
browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating
reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have
been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced
by cookies, demographics in the target market are low and vary (Whiteside, 2016).[32] Another element, which is
affected within digital marketing, is ‘viewabilty’ or whether the ad was actually seen by the consumer. Many ads are
not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether
or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an
ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective
6
CHAPTER 1. DIGITAL MARKETING
at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).[32]
1.6.3
Digital marketing communications
Changing at an impressive speed, digital marketing constantly evolving technologies, and the way people using them,
is transforming not just how you access your information but how you interact and communicate with your friends on
a global scale. People are embracing digital technology to communicate in ways that would have been unimaginable
just a few short years ago. No longer the preserve of tech-savvy early adopters, today ordinary people are integrating
digital technologies continuously into their everyday lives (Ryan, 2014). The global population of people who are
online in the Internet was around 2.1 billion at the end of March 2011 (Internet World Stats). By mid-2012 the figure
had already climbed to almost 2.5 billion people online.
Direct marketing communication (DMC) is described as the use of new digital communication channels or technology tools to create an integrated and measurable communication process that helps companies acquire and retain
customers while building a deeper relationship with them (Mulhern, 2009). Other terms closely related with DMC
include “e-marketing”, “Internet marketing” and “new media” (Hennig-Thurau et al., 2010). DMC has its roots in
interactive marketing and one-to-one marketing (Wymbs, 2011) and, as a concept, is preferable to either e-marketing
or Internet marketing, which are more limited in focus. Customers now represent the personalization and participation as they become contributors to content and creators of marketing communication, rather than just passive
objectives (Hennig-Thurau et al., 2010). The majority of digital marketing agencies now undertake the changes from
advertising products to building brands. It is now more about establishing lifestyles, experiences and sensitivities
around brands. Changing from trying to influence consumer perceptions of the brand to telling a storied product is
the trend of digital agencies now. Customers have become content creators and active participants in the communication process. Recent improvement in communications technology, such as the upswing of interactive media, have
put emphasis on some of the interactivity and proficiency. Recent studies have claimed that social media, as one part
of DMC, should concentrate on lead generation by releasing attention-grabbing content with a clear call-to-action
element (Bodnar and Cohen, 2012). Researchers agreed that creating awareness and strengthening the brand are the
two most important objectives of marketing communications (Karjaluoto, Mustonen, & Ulkuniemi, 2015).
Using digital marketing in the newly introduced digital era enables brands and businesses to create a whole new
relationship and communication channel with their customers and raises new opportunities for businesses to develop
the value of their brand. The widespread use of technology is moving marketers closer to one-on-one as the web
not only offers merchants the ability to communicate instantly with each other, but also allows the customer to talk
back and that makes it possible for companies to customize offers and services, start conversation and gain valuable
feedback,
In allowing this, it builds on the relationship a brand has with its customers and allows customers the opportunity to
have personal relationships with the brands, strongly influencing the brand loyalty of a customer.
1.6.4
Channels
Digital marketing is facilitated by multiple channels, As an advertiser one’s core objective is to find channels which
result in maximum two-way communication and a better overall ROI for the brand. There are multiple online marketing channels available namely;[36]
• Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable and easy means of
marketing through online platform. This is due to a lack of reliability in terms of affiliates that can produce
the demanded number of new customers. As a result of this risk and bad affiliates it leaves the brand prone
to exploitation in terms of claiming commission that isn’t honestly acquired. Legal means may offer some
protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate
marketing allows the brand to market towards smaller publishers, and websites with smaller traffic. Brands that
choose to use this marketing often should beware of such risks involved and look to associate with affiliates in
which rules are laid down between the parties involved to assure and minimize the risk involved.[37]
• Display advertising
• Email marketing - Email marketing in comparison to other forms of digital marketing is considered cheap; it is
also a way to rapidly communicate a message such as their value proposition to existing or potential customers.
Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially
1.6. INEFFECTIVE FORMS OF DIGITAL MARKETING
7
to new or potential customers, therefore the success of email marketing is reliant on the language and visual
appeal applied. In terms of visual appeal, there are indications that using graphics/visuals that are relevant to
the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more
effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor
in determining how captivating the email is. Using casual tone invokes a warmer and gentle and inviting feel
to the email in comparison to a formal style. For combinations; it’s suggested that to maximize effectiveness;
using no graphics/visual alongside casual language. In contrast using no visual appeal and a formal language
style is seen as the least effective method.[38]
• [[Search marketing]
• [[Social Media Marketing] - The term 'Digital Marketing' has a number of marketing facets as it supports
different channels used in and among these, comes the Social Media. When we use social media channels (
Facebook, Twitter, Pinterest,Instagram, Google+,etc.) to market a product or service, the strategy is called
Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a
website or to gain attention of buyers over the web using different social media platforms.
• Social Networking[39] • Game advertising - In-Game advertising is defined as “inclusion of products or brands within a digital game.”[40]
The game allows brands or products to place ads within their game, either in a subtle manner or in the form of
an advertisement banner. There are many factors that exist in whether brands are successful in their advertising
of their brand/product, these being: Type of game, technical platform, 3-D and 4-D technology, game genre,
congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow or entertainment. The
attitude towards the advertising also takes into account not only the message shown but also the attitude towards
the game. Dependent of how enjoyable the game is will determine how the brand is perceived, meaning if the
game isn’t very enjoyable the consumer may subconsciously have a negative attitude towards the brand/product
being advertised. In terms of Integrated Marketing Communication “integration of advertising in digital games
into the general advertising, communication, and marketing strategy of the firm”[40] is an important as it results
in a more clarity about the brand/product and creates a larger overall impact.
• Online PR
1.
(a) Video advertising - This type of advertising in terms of digital/online means are advertisements that
play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity
over time.[41] Online Video Advertising usually consists of three types: Pre-Roll advertisements which
play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll
advertisements which play after the video is watched.[42] Post-roll advertisements were shown to have
better brand recognition in relation to the other types, where-as “ad-context congruity/incongruity plays
an important role in reinforcing ad memorability”.[41] Due to selective attention from viewers, there is
the likelihood that the message may not be received.[43] The main advantage of video advertising is that it
disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them.
How a consumer interacts with online video advertising can come down to three stages: Pre attention,
attention, and behavioural decision.[44] These online advertisements give the brand/business options and
choices. These consist of length, position, adjacent video content which all directly affect the effectiveness
of the produced advertisement time,[41] therefore manipulating these variables will yield different results.
Length of the advertisement has shown to have an impact on memorability where-as longer duration
resulted in increased brand recognition.[41] This type of advertising, due to its nature of interruption of
the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded,
creating negative perception of the brand.[41] These advertisements are also available to be shared by the
viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online
version of word by mouth marketing, extending number of people reached.[45] Sharing videos creates
six different outcomes: these being “pleasure, affection, inclusion, escape, relaxation, and control”.[41]
As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest
motivator to pass videos on. Creating a ‘viral’ trend from mass amount of a brands advertisement can
maximize the outcome of an online video advert whether it be positive or a negative outcome.
It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing
allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via
8
CHAPTER 1. DIGITAL MARKETING
email.[17] Firms should seek this long term communication relationship by using multiple forms of channels and using
promotional strategies related to their target consumer as well as word-of mouth marketing.[17]
1.6.5
Multi-channel communications
Push and pull message technologies can be used in conjunction.
1.6.6
Self-regulation
The ICC Code has integrated rules that apply to marketing communications using digital interactive media throughout
the guidelines. There is also an entirely updated section dealing with issues specific to digital interactive media
techniques and platforms. Code self-regulation on use of digital interactive media includes:
• Clear and transparent mechanisms to enable consumers to choose not to have their data collected for advertising
or marketing purposes;
• Clear indication that a social network site is commercial and is under the control or influence of a marketer;
• Limits are set so that marketers communicate directly only when there are reasonable grounds to believe that
the consumer has an interest in what is being offered;
• Respect for the rules and standards of acceptable commercial behavior in social networks and the posting of
marketing messages only when the forum or site has clearly indicated its willingness to receive them;
• Special attention and protection for children.[46]
1.6.7
Advantages and limitations
The whole idea of digital marketing can be a very important aspect in the overall communication between the consumer and the organisation. This is due to digital marketing being able to reach vast numbers of potential consumers
at one time.[47]
Another advantage of digital marketing is that consumers are exposed to the brand and the product that is being
advertised directly. To clarify the advertisement is easy to access as well it can be accessed any time any place.[47]
However, with digital marketing there are some setbacks to this type of strategy. One major setback that is identified,
is that Digital marketing is highly dependent on the internet. This can be considered as a setback because the internet
may not be accessible in certain areas or consumers may have poor internet connection.[47]
As well as digital marketing being highly dependent on the Internet is that it is subject to a lot of clutter, so it marketers
may find it hard to make their advertisements stand out, as well as get consumers to start conversations about an
organisations brand image or products.
As digital marketing continues to grow and develop, brands take great advantage of using technology and the Internet
as a successful way to communicate with its clients and allows them to increase the reach of who they can interact with
and how they go about doing so,.[2] There is however disadvantages that are not commonly looked into due to how
much a business rely on it. It is important for marketers to take into consideration both advantages and disadvantage
of digital marketing when considering their marketing strategy and business goals.
An advantage of digital marketing is that the reach is so large that there are no limitations on the geographical reach
it can have. This allows companies to become international and expand their customer reach to other countries other
than the country it is based or originates from.
As mentioned earlier, technology and the internet allows for 24 hours a day, 7 days a week service for customers as
well as enabling them to shop online at any hour of that day or night, not just when the shops are over and across
the whole world. This is a huge advantage for retailers to utilise this and direct customers from the store to its online
store. It has also opened up an opportunity for companies to only be online based rather than having an outlet or store
due to the popularity and capabilities of digital marketing.
Another advantage is that digital marketing is easy to be measured allowing businesses to know the reach that their
marketing is making, whether the digital marketing is working or not and the amount of activity and conversation
that is involved.
1.7. SEE ALSO
9
A disadvantage of digital advertising is the large amount of competing goods and services that are also using the same
digital marketing strategies. For example, when someone searches for a specific product from a specific company
online, if a similar company uses targeted advertising online then they can appear on the customer’s home page,
allowing the customer to look at alternative options for a cheaper price or better quality of the same product or a
quicker way of finding what they want online.
Some companies can be portrayed by customers negatively as some consumers lack trust online due to the amount
of advertising that appears on websites and social media that can be considered frauds. This can impact their image
and reputation and make them out to look like a dishonest brand.
Another disadvantage is that even a individual or small group of people can harm image of an established brand. For
instance Dopplegnager is a term that is used to disapprove an image about a certain brand that is spread by anti-brand
activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel
(double) and Ganger (walker), thus it means double walker or as in English it is said alter ego. Generally brand
creates images for itself to emotionally appeal to their customers. However some would disagree with this image and
make alterations to this image and present in funny or cynical way, hence distorting the brand image, hence creating
a Doppelganger image, blog or content (Rindfleisch, 2016).
1.7 See also
• Visual marketing
• Online advertising
• Digital marketing system
• Digital marketing engineer
• Social media marketing
• SMS Marketing
1.8 References
[1] “Definition of digital marketing”. Financial Times. Retrieved 22 August 2015.
[2] “EZProxy Authentication”. eds.b.ebscohost.com.ezproxy.aut.ac.nz. Retrieved 2016-04-01.
[3] Nielsen (10 March 2016). “Digital Advertising is Rising in Canada, Requiring More Sophisticated Measures of Success”.
Nielsen. Nielsen. Retrieved 25 March 2016.
[4] Nielsen (20 January 2016). “Connected Commerce is Creating Buyers Without Border”. Nielsen Global. Nielsen Global.
Retrieved March 25, 2016.
[5] Dahlen, Micael (2010). Marketing Communications: A Brand Narrative Approach. Chichester, West Sussex UK: John
Wiley & Sons Ltd. p. 36.
[6] “Digital Marketing”. Techopedia. Retrieved 22 August 2015.
[7] Clark, Dorie (11 November 2012), The End of the Expert: Why No One in Marketing Knows What They're Doing, Forbes,
archived from the original on 4 November 2013
[8] “Ad agency joins up with AOL for marketing surveys”. Retrieved 2015-03-11.
[9] Kates, Matthew (17 April 2013), Making digital and traditional marketing work together, Econsultancy, archived from the
original on 25 November 2013
[10] “Digital Marketing Communication”. iccwbo.org. Retrieved 17 October 2015.
[11] Brinkley, Claire (18 October 2012), Digital marketing is growing in Australia, but so is the skills gap, Econsultancy, archived
from the original on 21 October 2012
[12] eMarketer (25 September 2013), Worldwide Ad Growth Buoyed by Digital, Mobile Adoption, eMarketer, archived from the
original on 12 November 2013
10
CHAPTER 1. DIGITAL MARKETING
[13] Google, Trends. “Google Trends”. Google Inc. Retrieved 9 February 2014.
[14] Nielsen (3 February 2016). “What Are Connected Shoppers Doing and Not Doing Online”. Nielsen Global. Nielsen
Global. Retrieved 24 March 2016.
[15] Maw-Liann Shyu;Wan-Ju Chiang;Wen-Yuan Chien;Sheng-Liang Wang (1 July 2015). “Key Success Factors In Digital
Marketing In Service Industry and the Development Strategies: A Case Study On Fleur DE Chine At Sun Moon Lake”.
The international Journal of organizational innovation.
[16] Nielsen (20 January 2016). “Connected Commerce is Creating Buyers Without Borders”. Nielsen Global. Nielsen Global.
Retrieved 24 March 2016.
[17] Passport (15 May 2015). “Retailing in the Netherlands - Industry Overview”. Passport. Possport. Retrieved 24 March
2016.
[18] “EZProxy Authentication”. eds.a.ebscohost.com.ezproxy.aut.ac.nz. Retrieved 2016-04-01.
[19] Nielsen (17 December 2015). “Tops of 2015: Digital”. Nielsen Insights Media and Entertainment. Nielsen. Retrieved 24
March 2016.
[20] Sakas, D. P., Dimitrios, N. K., & Kavoura, A. (2015). The Development of Facebook’s Competitive Advantage for Brand
Awareness. Procedia Economics And Finance, 24(International Conference on Applied Economics (ICOAE) 2015, 2–4
July 2015, Kazan, Russia), 589-597. doi:10.1016/S2212-5671(15)00642-5
[21] Öztürk, C. M. (Ed.) (2013) Dijital İletişim ve Yeni Medya, Anadolu Üniversitesi Yayını: 2956, Eskişehir.
[22] Mogoş, R. I. (2015). Digital Marketing for Identifying Customers’ Preferences -- A Solution for SMEs in Obtaining
Competitive Advantages. International Journal Of Economic Practices & Theories, 5(3), 240-247.
[23] Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From Social to Sale: The Effects of FirmGenerated Content in Social Media on Customer Behavior. Journal Of Marketing, 80(1), 7-25. doi:10.1509/jm.14.0249
[24] Van Niekerk, A. (2007). Strategic management of media assets for optimizing market communication strategies, obtaining
a sustainable competitive advantage and maximizing return on investment: An empirical study. Journal Of Digital Asset
Management, 3(2), 89-98. doi:10.1057/palgrave.dam.3650070
[25] Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand
relationships: A three-country study of brand perceptions and marketing behaviors. International Journal Of Research In
Marketing, 3327-41. doi:10.1016/j.ijresmar.2015.06.004
[26] “654 oba resource guide final” (PDF). codescentre.com.
[27] http://www.theguardian.com/technology/2015/sep/18/facebooks-opt-out-tracking-ads-not-enough-privacy-expert
[28] “whitepaper-collaborating with digital agency” (PDF). hcltech.com.
[29] “EZProxy Authentication”. www.sciencedirect.com.ezproxy.aut.ac.nz. Retrieved 2016-04-01.
[30] Patrutiu Baltes, Loredana (2015). “Content Marketing- The Fundamental Tool of Marketing”. Bulletin of the Transilvania
University of Brasov.
[31] World Economics (June, 2015). “Digital and Mobile Continues to Dominate Share of Marketing Budgets.”. Check date
values in: |date= (help)
[32] Whiteside, S (January, 2016). “Five digital marketing lessons from comScore.”. Check date values in: |date= (help)
[33] Square2Marketing (2012). [YouTube: https://www.youtube.com/watch?v=7mT4QyA228Y “Online advertising: Google
AdWords & pay-per-click."] Check |url= value (help).
[34] Belch, E; Belch, A (2012). Advertising and promotion: An integrated marketing communication perspective ((9th ed) ed.).
New York,NY: McGraw-Hill/Irwin.
[35] Fill, C; Hughes, G; De Franceso, S (2013). Advertising strategy, creativity and media. London, UK: Pearson.
[36] Pratik Dholakiya (14 April 2015). “3 Digital Marketing Channels That Work for Every Advertiser”. Entrepreneur. Retrieved 17 October 2015.
[37] EDELMAN, B., & BRANDI, W. (2015). Risk, Information, and Incentives in Online Affiliate Marketing. Journal Of
Marketing Research (JMR), 52(1), 1-12. doi:10.1509/jmr.13.0472
1.9. FURTHER READING
11
[38] Dapko, J. L., & Artis, A. B. (2014). Less is More: An Exploratory Analysis of Optimal Visual Appeal and Linguistic
Style Combinations in a Salesperson’s Initial-Contact E-mail to Millennial Buyers Within Marketing Channels. Journal Of
Marketing Channels, 21(4), 254-267. doi:10.1080/1046669X.2014.945358
[39] “4 Important Digital Marketing Channels You Should Know About”. Digital Doughnut. Retrieved 17 October 2015.
[40] Terlutter, R., & Capella, M. L. (2013). The Gamification of Advertising: Analysis and Research Directions of In-Game
Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising, 42(2/3), 95-112. doi:
10.1080/00913367.2013.774610
[41] Li, H., & Lo, H. (2015). Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements.
Journal Of Advertising, 44(3), 208-218. doi:10.1080/00913367.2014.956376
[42] PricewaterhouseCoopers (2013), “2012 Internet Advertising Revenue Full-Year Report,” April, http://www.iab.net/media/
file/IABInternet AdvertisingRevenueReportFY2012POSTED.pdf/
[43] Basil, Michael D. (1994), “Multiple Resource Theory I: Application to Television Viewing,” Communication Research, 21
(2), 177–207.
[44] Chatterjee, Patrali (2001), “Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising,” in Internet Marketing Research: Theory and Practice, Ook Lee, ed., Hershey, PA: Idea Group, 209–16.
[45] Lee, J., Ham, C., & Kim, M. (2013). Why People Pass Along Online Video Advertising: From the Perspectives of the
Interpersonal Communication Motives Scale and the Theory of Reasoned Action. Journal Of Interactive Advertising,
13(1), 1-13. doi:10.1080/15252019.2013.768048
[46] “ICC Code, Digital Interactive Media - ICC Codes Centre”. codescentre.com. Retrieved 17 October 2015.
[47] INBAM, Business Horizons, (May 2015). “Digital Marketing for Identifying Customers’ Preferences -- A Solution for
SMEs in Obtaining Competitive Advantages.”. International Journal of Economic Practices & Theories.
1.9 Further reading
• Ryan, Damian; Jones, Calvin (2009), Understanding digital marketing: marketing strategies for engaging the
digital generation, Kogan Page, ISBN 0749453893
• Carter, Ben; Brooks, Gregory; Catalano, Frank; Smith, Bud (2007), Digital Marketing for Dummies, John
Wiley & Sons, ISBN 9780470057933
Chapter 2
Email marketing
Email marketing is directly marketing a commercial message to a group of people using email. In its broadest
sense, every email sent to a potential or current customer could be considered email marketing. It usually involves
using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand
awareness. Email marketing can be done to either sold lists or a current customer database. Broadly, the term is
usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with
its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or
convincing current customers to purchase something immediately, and adding advertisements to email messages sent
by other companies to their customers.
2.1 History
Email marketing has evolved rapidly alongside the technological growth that has occurred consistently throughout the
21st century. Prior to this growth, email marketing was not as effective because of a lack of reach, as emails were
novelties to the majority of customers and potential customers. In 1978, Gary Thuerk of Digital Equpiment Corp
[DEC] sent out the first mass email to approximately 400 potential clients via the Advanced Research Projects Agency
Network [ARPANET]. It resulted in $13 million worth of sales in DEC products, and highlighted the potential of
marketing through mass emails. As email marketing developed itself as an effective means of direct communication,
a problem arose in that users were blocking out large amounts of content from emails by use of filters and blocking
programs. It therefore became the case that in order to effectively communicate a message through email, marketers
had to develop a way of pushing content through to the end user, without being cut out by automatic filters and spam
removing software. This resulted in the birth of triggered marketing emails, which are sent to specific users based on
their tracked online browsing patterns.
Historically, it has been difficult to measure the effectiveness of marketing campaigns because it is not always possible
to fathom what portion of a target market has been reached. Email marketing carries the benefit of allowing marketers
to immediately identify returns to investment and therefore measure and improve efficiency. Email marketing allows
marketers to see feedback from users in real time, and to monitor how effective their campaign is in achieving market
penetration and helps to reveals how wide or narrow a communication channel is. At the same time however, it also
means that the more personal nature of certain advertising methods, such as television advertisements, cannot be
captured.
2.2 Types of email marketing
Email marketing can be carried out through different types of emails:
2.2.1
Transactional emails
Transactional emails are usually triggered based on a customer’s action with a company. To be qualified as transactional or relationship messages, these communications’ primary purpose must be “to facilitate, complete, or confirm a
12
2.3. COMPARISON TO TRADITIONAL MAIL
13
commercial transaction that the recipient has previously agreed to enter into with the sender”, along with a few other
narrow definitions of transactional messaging.[1] Triggered transactional messages include dropped basket messages,
password reset emails, purchase or order confirmation emails, order status emails, reorder emails and email receipts.
The primary purpose of a transactional email is to convey information regarding the action that triggered it. But,
due to its high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are an opportunity
to engage customers: to introduce or extend the email relationship with customers or subscribers, to anticipate and
answer questions or to cross-sell or up-sell products or services.[2]
Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails. There are also software vendors that offer
specialized transactional email marketing services, which include providing targeted and personalized transactional
email messages and running specific marketing campaigns (such as customer referral programs).
2.2.2
Direct emails
Direct email or interruption based marketing involves sending an email solely to communicate a promotional message
(for example, an announcement of a special offer or a catalog of products). Companies usually collect a list of
customer or prospect email addresses to send direct promotional messages to, or they can also rent a list of email
addresses from service companies, but safe mail marketing is also used.
2.2.3
Mobile email marketing
Email marketing now develops large amounts of traffic through smartphones and tablets. Marketers are researching
ways to capture the attention of users, in both span and volume. This is because the rate of delivery still relatively low
due to strengthened filters and also because certain users have multiple email accounts that serve unique purposes.
Because emails are generated according to the tracked behavior of consumers, it is possible to tailor promotional
material to their needs and to present relevant details to potential buyers. Because of this, modern email marketing
is perceived more often as a pull strategy rather than a push strategy.
2.3 Comparison to traditional mail
There are both advantages and disadvantages to using email marketing in comparison to traditional advertising mail.
2.3.1
Advantages
Email marketing is popular with companies for several reasons:
• An exact return on investment can be tracked (“track to basket”) and has proven to be high when done properly.
Email marketing is often reported as second only to search marketing as the most effective online marketing
tactic.[3]
• Email marketing is significantly cheaper and faster than traditional mail, mainly because of high cost and time
required in a traditional mail campaign for producing the artwork, printing, addressing and mailing.
• Businesses and organizations who send a high volume of emails, utilize a ESP (email service provider) to send,
track and utilize information garnered from behaviors related to these emails. Understanding and leveraging
consumer behavior through the insights provided by consumer response to email marketing has become an
integral facet of the digital marketing landscape.
• Email provides a cost-effective method to test different marketing content, including visual creative, marketing
copy and multimedia assets. The data gathered by testing in the email channel can then be use across all
channels of marketing campaigns, both print and digital.
• Advertisers can reach substantial numbers of email subscribers who have opted in (i.e., consented) to receive
email communications on subjects of interest to them.
14
CHAPTER 2. EMAIL MARKETING
• Almost half of American Internet users check or send email on a typical day,[4] with email blasts that are
delivered between 1 am and 5 am local time outperforming those sent at other times in open and click rates.[5][6]
• Email is popular with digital marketers, rising an estimated 15% in 2009 to £292 m in the UK.[7]
• If compared to standard email, direct email marketing produces higher response rate and higher average order
value for e-commerce businesses.[8]
2.3.2
Disadvantages
A report issued by the email services company Return Path, as of mid-2008 email deliverability is still an issue
for legitimate marketers. According to the report, legitimate email servers averaged a delivery rate of 56%; twenty
percent of the messages were rejected, and eight percent were filtered.[9]
Companies considering the use of an email marketing program must make sure that their program does not violate spam laws such as the United States’ Controlling the Assault of Non-Solicited Pornography and Marketing Act
(CAN-SPAM),[10] the European Privacy and Electronic Communications Regulations 2003, or their Internet service
provider's acceptable use policy.
2.4 Opt-in email advertising
Opt-in email advertising, or permission marketing, is a method of advertising via email whereby the recipient of the
advertisement has consented to receive it. This method is one of several developed by marketers to eliminate the
disadvantages of email marketing.[11]
Opt-in email marketing may evolve into a technology that uses a handshake protocol between the sender and receiver.[11]
This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If optin email advertising is used, the material that is emailed to consumers will be “anticipated.” It is assumed that the
consumer wants to receive it, which makes it unlike unsolicited advertisements sent to the consumer. Ideally, opt-in
email advertisements will be more personal and relevant to the consumer than untargeted advertisements.
A common example of permission marketing is a newsletter sent to an advertising firm’s customers. Such newsletters
inform customers of upcoming events or promotions, or new products.[12] In this type of advertising, a company that
wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the
newsletter.
With a foundation of opted-in contact information stored in their database, marketers can send out promotional
materials automatically using autoresponders—known as Drip Marketing. They can also segment their promotions
to specific market segments.[13]
2.5 Legal requirements
2.5.1
Australia
The Australian Spam Act 2003 is enforced by the Australian Communications and Media Authority, widely known
as “ACMA”. The Act defines the terms unsolicited electronic messages, how unsubscribe functions must work for
commercial messages and other key information. Fines range with 3 fines of $110,000 AUD being issued to Virgin
Blue Airlines (2011), Tiger Airways Holdings Limited (2012) and Cellarmaster Wines Pty Limited (2013).[14]
2.5.2
Canada
The “Canada Anti-Spam Law” (CASL) went into effect on July 1, 2014. CASL requires an explicit or implicit
opt-in from users, and the maximum fines for noncompliance are CA$1 million for individuals and $10 million for
businesses.[15]
2.6. SEE ALSO
2.5.3
15
European Union
In 2002 the European Union (EU) introduced the Directive on Privacy and Electronic Communications. Article 13
of the Directive prohibits the use of personal email addresses for marketing purposes. The Directive establishes the
opt-in regime, where unsolicited emails may be sent only with prior agreement of the recipient, this does not apply
to business email addresses.
The directive has since been incorporated into the laws of member states. In the UK it is covered under the Privacy
and Electronic Communications (EC Directive) Regulations 2003[16] and applies to all organizations that send out
marketing by some form of electronic communication.
2.5.4
United States
The CAN-SPAM Act of 2003 was passed by Congress as a direct response of the growing number of complaints over
spam e-mails. Congress determined that the US government was showing an increased interest in the regulation of
commercial electronic mail nationally, that those who send commercial e-mails should not mislead recipients over the
source or content of them, and that all recipients of such emails have a right to decline them.The act authorizes a US
$16,000 penalty per violation for spamming each individual recipient.[17] However, it does not ban spam emailing
outright, but imposes laws on using deceptive marketing methods through headings which are “materially false or
misleading”. In addition there are conditions which email marketers must meet in terms of their format, their content
and labeling. As a result, many commercial email marketers within the United States utilize a service or special software to ensure compliance with the Act. A variety of older systems exist that do not ensure compliance with the Act.
To comply with the Act’s regulation of commercial email, services also typically require users to authenticate their
return address and include a valid physical address, provide a one-click unsubscribe feature, and prohibit importing
lists of purchased addresses that may not have given valid permission.
In addition to satisfying legal requirements, email service providers (ESPs) began to help customers establish and
manage their own email marketing campaigns. The service providers supply email templates and general best practices, as well as methods for handling subscriptions and cancellations automatically. Some ESPs will provide insight/assistance with deliverability issues for major email providers. They also provide statistics pertaining to the
number of messages received and opened, and whether the recipients clicked on any links within the messages.
The CAN-SPAM Act was updated with some new regulations including a no fee provision for opting out, further
definition of “sender”, post office or private mail boxes count as a “valid physical postal address” and definition of
“person”. These new provisions went into effect on July 7, 2008.[18]
2.6 See also
• CAUCE – Coalition Against Unsolicited Commercial Email
• Customer engagement
• Suppression list
• Email spam - Unsolicited Email marketing
2.7 References
[1] “PUBLIC LAW 108–187—DEC. 16, 2003 117 STAT. 2699” (PDF). U.S Government GPO.
[2] ADIKESAVAN, T. MANAGEMENT INFORMATION SYSTEMS BEST PRACTICES AND APPLICATIONS IN BUSINESS.
ISBN 8120348966. Retrieved 10 July 2015.
[3] “New Survey Data: Email’s ROI Makes Tactic Key for Marketers in 2009 ", MarketingSherpa, January 21, 2009
[4] Pew Internet & American Life Project, “Tracking surveys”, March 2000 – March 2009
[5] How Scheduling Affects Rates. Mailermailer.com (July 2012). Retrieved on 2013-07-28.
[6] BtoB Magazine, “Early Email Blasts Results in Higher Click & Open Rates”, September 2011
16
CHAPTER 2. EMAIL MARKETING
[7] UK e-mail marketing predicted to rise 15%. MediaWeek.co.uk (13 October 2009)
[8] Why Email Marketing is King. Harvard Business Review (21 August 2012)
[9] Bannan, Karen J. (July 31, 2008) “5 ways to increase deliverability”, BtoB Magazine
[10] The CAN-SPAM Act of 2003 online at ftc.gov or PDF Version
[11] Fairhead, N. (2003) “All hail the brave new world of permission marketing via email” (Media 16, August 2003)
[12] Dilworth, Dianna. (2007) Ruth’s Chris Steak House sends sizzling e-mails for special occasions, DMNews retrieved on
February 19, 2008
[13] O'Brian J. & Montazemia, A. (2004) Management Information Systems (Canada: McGraw-Hill Ryerson Ltd.)
[14] “Spam: enforcement actions”. Australian Communications and Media Authority. Australian Communications and Media
Authority. Retrieved 15 August 2015.
[15] “Canada’s law on spam”. Government of Canada. Retrieved 19 July 2014..
[16] The Privacy and Electronic Communications (EC Directive) Regulations 2003. Opsi.gov.uk. Retrieved on 2013-07-28.
[17] “CAN-SPAM Act: A Compliance Guide for Business”. BCP Business Center. Retrieved September 2009.
[18] “FTC Approves New Rule Provision Under The CAN-SPAM Act”. Ftc.gov. 24 June 2011. Retrieved 28 July 2013.
Chapter 3
Online advertising
Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes
email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently
involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the
advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies
who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and
advertising affiliates who do independent promotional work for the advertiser.
In 2011, Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded
those of broadcast television.[1]:19 In 2013, Internet advertising revenues in the United States totaled $42.8 billion, a
17% increase over the $36.57 billion in revenues in 2012.[2]:4–5 U.S. internet ad revenue hit a historic high of $20.1
billion for the first half of 2013, up 18% over the same period in 2012.[3] Online advertising is widely used across
virtually all industry sectors.[1]:16
Many common online advertising practices are controversial and increasingly subject to regulation. Online ad revenues
may not adequately replace other publishers’ revenue streams. Declining ad revenue has led some publishers to hide
their content behind paywalls.[4]
3.1 History
In early days of the Internet, online advertising was mostly prohibited. For example, two of the predecessor networks
to the Internet, ARPANET and NSFNet, had “acceptable use policies” that banned network “use for commercial
activities by for-profit institutions”.[5][6] The NSFNet began phasing out its commercial use ban in 1991.[7][8][9][10]
3.1.1
Email
The first widely publicized example of online advertising was conducted via electronic mail. On 3 May 1978, a
marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET’s
American west coast users, advertising an open house for a new model of a DEC computer.[6][11] Despite the prevailing
acceptable use policies, electronic mail marketing rapidly expanded[12] and eventually became known as "spam.”
The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET newsgroups.[13] Four months later,
Laurence Canter and Martha Siegel, partners in a law firm, broadly promoted their legal services in a USENET posting titled “Green Card Lottery – Final One?"[14] Canter and Siegel’s Green Card USENET spam raised the profile
of online advertising, stimulating widespread interest in advertising via both Usenet and traditional email.[13] More
recently, spam has evolved into a more industrial operation, where spammers use armies of virus-infected computers
(botnets) to send spam remotely.[11]
17
18
3.1.2
CHAPTER 3. ONLINE ADVERTISING
Display ads
Online banner advertising began in the early 1990s as page owners sought additional revenue streams to support
their content. Commercial online service Prodigy displayed banners at the bottom of the screen to promote Sears
products.[15] The first clickable web ad was sold by Global Network Navigator in 1993 to a Silicon Valley law firm.[16]
In 1994, web banner advertising became mainstream when HotWired, the online component of Wired Magazine,
sold banner ads to AT&T and other companies. The first AT&T ad on HotWired had a 44% click-through rate, and
instead of directing clickers to AT&T’s website, the ad linked to an online tour of seven of the world’s most acclaimed
art museums.[17][18]
3.1.3
Search ads
GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created the first search advertising keyword
auction in 1998.[19]:119 Google launched its “AdWords” search advertising program in 2000[20] and introduced qualitybased ranking allocation in 2002,[21] which sorts search advertisements by a combination of bid price and searchers’
likeliness to click on the ads.[19]:123
3.1.4
Recent trends
More recently, companies have sought to merge their advertising messages into editorial content or valuable services.
Examples include Red Bull's Red Bull Media House streaming Felix Baumgartner's jump from space online, CocaCola's online magazines, and Nike's free applications for performance tracking.[18] Advertisers are also embracing
social media[22][23] and mobile advertising; mobile ad spending has grown 90% each year from 2010 to 2013.[1]:13
3.2 Delivery methods
3.2.1
Display advertising
Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or
other graphics. Display advertisers frequently target users with particular traits to increase the ads’ effect. Online
advertisers (typically through their ad servers) often use cookies, which are unique identifiers of specific computers,
to decide which ads to serve to a particular consumer. Cookies can track whether a user left a page without buying
anything, so the advertiser can later retarget the user with ads from the site the user visited.[24]
As advertisers collect data across multiple external websites about a user’s online activity, they can create a detailed
picture of the user’s interests to deliver even more targeted advertising. This aggregation of data is called behavioral
targeting.[25] Advertisers can also target their audience by using contextual and semantic advertising to deliver display
ads related to the content of the web page where the ads appear.[19]:118 Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser’s return on investment, or ROI, over untargeted ads.[26]
Advertisers may also deliver ads based on a user’s suspected geography through geotargeting. A user’s IP address
communicates some geographic information (at minimum, the user’s country or general region). The geographic
information from an IP can be supplemented and refined with other proxies or information to narrow the range of
possible locations.[27] For example, with mobile devices, advertisers can sometimes use a phone’s GPS receiver or
the location of nearby mobile towers.[28] Cookies and other persistent data on a user’s machine may provide help
narrowing a user’s location further.[27]
Web banner advertising
Web banners or banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered
by a central ad server.
Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements
using Java applets, HTML5, Adobe Flash, and other programs.
3.2. DELIVERY METHODS
19
Frame ad (traditional banner) Frame ads were the first form of web banners.[17] The colloquial usage of “banner
ads” often refers to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular space
on the web page. The Interactive Advertising Bureau's Ad Unit Guidelines proposes standardized pixel dimensions
for ad units.
Pop-ups/pop-unders A pop-up ad is displayed in a new web browser window that opens above a website visitor’s
initial browser window.[29] A pop-under ad opens a new browser window under a website visitor’s initial browser
window.[1]:22 Pop-under ads and similar technologies are now advised against by online authorities such as Google,
who state that they “do not condone this practice”.[30]
Floating ad A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the
requested website’s content. Floating ads may disappear or become less obtrusive after a preset time period.
Expanding ad An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition,
such as a preset amount of time a visitor spends on a webpage, the user’s click on the ad, or the user’s mouse movement
over the ad.[31] Expanding ads allow advertisers to fit more information into a restricted ad space.
Trick banners A trick banner is a banner ad where the ad copy imitates some screen element users commonly
encounter, such as an operating system message or popular application message, to induce ad clicks.[32] Trick banners
typically do not mention the advertiser in the initial ad, and thus they are a form of bait-and-switch.[33][34] Trick
banners commonly attract a higher-than-average click-through rate, but tricked users may resent the advertiser for
deceiving them.[35]
News Feed Ads “News Feed Ads”, also called “Sponsored Stories”, “Boosted Posts”, typically exist on Social Media
Platforms that offer a steady stream of information updates (“news feed”[36] ) in regulated formats (i.e. in similar sized
small boxes with a uniform style). Those advertisements are intertwined with non-promoted news that the users are
reading through. Those advertisements can be of any content, such as promoting a website, a fan page, an app, or a
product.
Some examples are: Facebook’s “Sponsored Stories”,[37] LinkedIn’s “Sponsored Updates”,[38] and Twitter’s “Promoted Tweets”.[39]
This display ads format falls into its own category because unlike banner ads which are quite distinguishable, News
Feed Ads’ format blends well into non-paid news updates. This format of online advertisement yields much higher
click-through rates than traditional display ads[40][41]
Display advertising process overview
The process by which online advertising is displayed can involve many parties. In the simplest case, the web site
publisher selects and serves the ads. Publishers which operate their own advertising departments may use this method.
The ads may be outsourced to an advertising agency under contract with the publisher, and served from the advertising
agency’s servers.
Alternatively, ad space may be offered for sale in a bidding market using an ad exchange and real-time bidding. This
involves many parties interacting automatically in real time. In response to a request from the user’s browser, the
publisher content server sends the web page content to the user’s browser over the Internet. The page does not yet
contain ads, but contains links which cause the user’s browser to connect to the publisher ad server to request that the
spaces left for ads be filled in with ads. Information identifying the user, such as cookies and the page being viewed,
is transmitted to the publisher ad server.
The publisher ad server then communicates with a supply-side platform server. The publisher is offering ad space for
sale, so they are considered the supplier. The supply side platform also receives the user’s identifying information,
which it sends to a data management platform. At the data management platform, the user’s identifying information
is used to look up demographic information, previous purchases, and other information of interest to advertisers.
Broadly speaking, there are three types of data obtained through such a data management platform:
20
CHAPTER 3. ONLINE ADVERTISING
Publisher
Content
Server
Publisher
Ad Server
Online advertising serving process - simple publisher case
Publisher
Content
Server
Publisher
Ad Server
Agency
Ad Server
Online advertising serving process using an ad agency
First party data refers to the data retrieved from customer relationship management (CRM) platforms, in
addition to website and paid media content or cross-platform data. This can include data from customer
behaviors, actions or interests.[42]
3.2. DELIVERY METHODS
21
DSP
Publisher
Content
Server
Data
Management
Platform
Publisher
Ad Server
Supply side
platform
Agency
Ad Server
Ad
Exchange
DSP
Demand Side
Platform
DSP
Ad
Exchange
DSP
Brand
Agency
Online advertising serving process using online bidding
Second party data refers to an amalgamation of statistics related to cookie pools on external publications
and platforms. The data is provided directly from the source (adservers, hosted solutions for social or
an analytics platform). It is also possible to negotiate a deal with a particular publisher to secure specific
data points or audiences.[43]
Third party data is sourced from external providers and often aggregated from numerous websites. Businesses sell third-party data and are able to share this via an array of distribution avenues.[44]
This customer information is combined and returned to the supply side platform, which can now package up the offer
of ad space along with information about the user who will view it. The supply side platform sends that offer to an
ad exchange.
The ad exchange puts the offer out for bid to demand-side platforms. Demand side platforms act on behalf of ad
agencies, who sell ads which advertise brands. Demand side platforms thus have ads ready to display, and are searching
for users to view them. Bidders get the information about the user ready to view the ad, and decide, based on that
information, how much to offer to buy the ad space. According to the Internet Advertising Bureau, a demand side
platform has 10 milliseconds to respond to an offer. The ad exchange picks the winning bid and informs both parties.
The ad exchange then passes the link to the ad back through the supply side platform and the publisher’s ad server to
the user’s browser, which then requests the ad content from the agency’s ad server. The ad agency can thus confirm
that the ad was delivered to the browser.[45]
This is simplified, according to the IAB. Exchanges may try to unload unsold (“remnant”) space at low prices through
other exchanges. Some agencies maintain semi-permanent pre-cached bids with ad exchanges, and those may be
examined before going out to additional demand side platforms for bids. The process for mobile advertising is different
and may involve mobile carriers and handset software manufacturers.[45]
3.2.2
Interstitial
An interstitial ad displays before a user can access requested content, sometimes while the user is waiting for the
content to load.[46] Interstitial ads are a form of interruption marketing.[47][48]
Text ads
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web page’s primary content,
or they can be embedded by hyperlinking individual words or phrases to advertiser’s websites. Text ads may also be
delivered through email marketing or text message marketing. Text-based ads often render faster than graphical ads
and can be harder for ad-blocking software to block.[49]
3.2.3
Search engine marketing (SEM)
Search engine marketing, or SEM, is designed to increase a website’s visibility in search engine results pages (SERPs).
Search engines provide sponsored results and organic (non-sponsored) results based on a web searcher’s query.[19]:117
Search engines often employ visual cues to differentiate sponsored results from organic results. Search engine marketing includes all of an advertiser’s actions to make a website’s listing more prominent for topical keywords.
22
CHAPTER 3. ONLINE ADVERTISING
Search engine optimization (SEO)
Search engine optimization, or SEO, attempts to improve a website’s organic search rankings in SERPs by increasing
the website content’s relevance to search terms. Search engines regularly update their algorithms to penalize poor
quality sites that try to game their rankings, making optimization a moving target for advertisers.[50][51][52] Many
vendors offer SEO services.[1]:22
Sponsored search
Sponsored search (also called sponsored links, search ads, or paid search) allows advertisers to be included in the
sponsored results of a search for selected keywords. Search ads are often sold via real-time auctions, where advertisers bid on keywords.[19]:118[53] In addition to setting a maximum price per keyword, bids may include time, language,
geographical, and other constraints.[19]:118 Search engines originally sold listings in order of highest bids.[19]:119 Modern search engines rank sponsored listings based on a combination of bid price, expected click-through rate, keyword
relevancy and site quality.[21]
3.2.4
Social media marketing
Social media marketing is commercial promotion conducted through social media websites. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.[54]
3.2.5
Mobile advertising
Mobile advertising is ad copy delivered through wireless mobile devices such as smartphones, feature phones, or
tablet computers. Mobile advertising may take the form of static or rich media display ads, SMS (Short Message
Service) or MMS (Multimedia Messaging Service) ads, mobile search ads, advertising within mobile websites, or ads
within mobile applications or games (such as interstitial ads, "advergaming,” or application sponsorship).[1]:23 Industry
groups such as the Mobile Marketing Association have attempted to standardize mobile ad unit specifications, similar
to the IAB’s efforts for general online advertising.[48]
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field, connectivity
speeds have improved (which, among other things, allows for richer media ads to be served quickly), screen resolutions have advanced, mobile publishers are becoming more sophisticated about incorporating ads, and consumers are
using mobile devices more extensively.[1]:14 The Interactive Advertising Bureau predicts continued growth in mobile
advertising with the adoption of location-based targeting and other technological features not available or relevant
on personal computers.[1]:14 In July 2014 Facebook reported advertising revenue for the June 2014 quarter of $2.68
billion, an increase of 67 percent over the second quarter of 2013. Of that, mobile advertising revenue accounted for
around 62 percent, an increase of 41 percent on the previous year.
3.2.6
Email advertising
Email advertising is ad copy comprising an entire email or a portion of an email message.[1]:22 Email marketing may
be unsolicited, in which case the sender may give the recipient an option to opt out of future emails, or it may be sent
with the recipient’s prior consent (opt-in).
Chat advertising
As opposed to static messaging, chat advertising refers to real time messages dropped to users on certain sites. This
is done by the usage of live chat software or tracking applications installed within certain websites with the operating
personnel behind the site often dropping adverts on the traffic surfing around the sites. In reality this is a subset of
the email advertising but different because of its time window.
3.3. COMPENSATION METHODS
3.2.7
23
Online classified advertising
Online classified advertising is advertising posted online in a categorical listing of specific products or services. Examples include online job boards, online real estate listings, automotive listings, online yellow pages, and online
auction-based listings.[1]:22 Craigslist and eBay are two prominent providers of online classified listings.
3.2.8
Adware
Adware is software that, once installed, automatically displays advertisements on a user’s computer. The ads may
appear in the software itself, integrated into web pages visited by the user, or in pop-ups/pop-unders.[55] Adware
installed without the user’s permission is a type of malware.[56]
3.2.9
Affiliate marketing
Affiliate marketing (sometimes called lead generation) occurs when advertisers organize third parties to generate potential customers for them. Third-party affiliates receive payment based on sales generated through their
promotion.[1]:22 Affiliate marketers generate traffic to offers from affiliate networks, and when the desired action
is taken by the visitor, the affiliate earns a commission. These desired actions can be an email submission, a phone
call, filling out an online form, or an online order being completed.
3.2.10
Content Marketing
Content marketing is any marketing that involves the creation and sharing of media and publishing content in order
to acquire and retain customers. This information can be presented in a variety of formats, including blogs, news,
video, white papers, e-books, infographics, case studies, how-to guides and more.
Considering that most marketing involves some form of published media, it is almost (though not entirely) redundant
to call 'content marketing' anything other than simply 'marketing'. There are, of course, other forms of marketing
(in-person marketing, telephone-based marketing, word of mouth marketing, etc.) where the label is more useful for
identifying the type of marketing. However, even these are usually merely presenting content that they are marketing
as information in a way that is different from traditional print, radio, TV, film, email, or web media.
3.2.11
Online marketing platform
Online marketing platform (OMP) is an integrated web-based platform that combines the benefits of a business directory, local search engine, search engine optimisation (SEO) tool, customer relationship management (CRM) package
and content management system (CMS). Ebay and Amazon are used as online marketing and logistics management
platforms. On Facebook, Twitter, YouTube, Pinterest, LinkedIn, and other Social Media, retail online marketing
is also used. Online business marketing platforms such as Marketo, Aprimo, MarketBright and Pardot have been
bought by major IT companies (Eloqua-Oracle, Neolane-Adobe and Unica-IBM).
3.3 Compensation methods
Advertisers and publishers use a wide range of payment calculation methods. In 2012, advertisers calculated 32% of
online advertising transactions on a cost-per-impression basis, 66% on customer performance (e.g. cost per click or
cost per acquisition), and 2% on hybrids of impression and performance methods.[1]:17
3.3.1
CPM (cost per mille)
Cost per mille, often abbreviated to CPM, means that advertisers pay for every thousand displays of their message
to potential customers (mille is the Latin word for thousand). In the online context, ad displays are usually called
“impressions.” Definitions of an “impression” vary among publishers,[57] and some impressions may not be charged
because they don't represent a new exposure to an actual customer.[58] Advertisers can use technologies such as web
bugs to verify if an impression is actually delivered.[59][60]:59
24
CHAPTER 3. ONLINE ADVERTISING
Publishers use a variety of techniques to increase page views, such as dividing content across multiple pages, repurposing someone else’s content, using sensational titles, or publishing tabloid or sexual content.[61]
CPM advertising is susceptible to “impression fraud,” and advertisers who want visitors to their sites may not find
per-impression payments a good proxy for the results they desire.[62]:1–4
3.3.2
CPC (cost per click)
CPC (Cost Per Click) or PPC (Pay per click) means advertisers pay each time a user clicks on the ad. CPC advertising
works well when advertisers want visitors to their sites, but it’s a less accurate measurement for advertisers looking to
build brand awareness.[63] CPC’s market share has grown each year since its introduction, eclipsing CPM to dominate
two-thirds of all online advertising compensation methods.[1]:18[62]:1
Like impressions, not all recorded clicks are valuable to advertisers. GoldSpot Media reported that up to 50% of clicks
on static mobile banner ads are accidental and resulted in redirected visitors leaving the new site immediately.[64]
3.3.3
CPE (cost per engagement)
Cost per engagement aims to track not just that an ad unit loaded on the page (i.e., an impression was served), but
also that the viewer actually saw and/or interacted with the ad.[65][66]
3.3.4
CPV (cost per view)
Cost per view video advertising. Both Google and TubeMogul endorsed this standardized CPV metric to the IAB’s
(Interactive Advertising Bureau) Digital Video Committee, and it’s garnering a notable amount of industry support.[67]
3.3.5
Attribution of ad value
Main article: Attribution (marketing)
In marketing, “attribution” is the measurement of effectiveness of particular ads in a consumer’s ultimate decision
to purchase. Multiple ad impressions may lead to a consumer “click” or other action. A single action may lead to
revenue being paid to multiple ad space sellers.[68]
3.3.6
Other performance-based compensation
CPA (Cost Per Action or Cost Per Acquisition) or PPP (Pay Per Performance) advertising means the advertiser pays
for the number of users who perform a desired activity, such as completing a purchase or filling out a registration
form. Performance-based compensation can also incorporate revenue sharing, where publishers earn a percentage of
the advertiser’s profits made as a result of the ad. Performance-based compensation shifts the risk of failed advertising
onto publishers.[62]:4, 16
3.3.7
Fixed cost
Fixed cost compensation means advertisers pay a fixed cost for delivery of ads online, usually over a specified time
period, irrespective of the ad’s visibility or users’ response to it. One examples is CPD (cost per day) where advertisers
pay a fixed cost for publishing an ad for a day irrespective of impressions served or clicks.
3.4 Benefits of online advertising
3.5. CONCERNS
3.4.1
25
Cost
The low costs of electronic communication reduce the cost of displaying online advertisements compared to offline
ads. Online advertising, and in particular social media, provides a low-cost means for advertisers to engage with large
established communities.[54] Advertising online offers better returns than in other media.[62]:1
3.4.2
Measurability
Online advertisers can collect data on their ads’ effectiveness, such as the size of the potential audience or actual
audience response,[19]:119 how a visitor reached their advertisement, whether the advertisement resulted in a sale,
and whether an ad actually loaded within a visitor’s view.[59][60]:59 This helps online advertisers improve their ad
campaigns over time.
3.4.3
Formatting
Advertisers have a wide variety of ways of presenting their promotional messages, including the ability to convey
images, video, audio, and links. Unlike many offline ads, online ads also can be interactive.[18] For example, some
ads let users input queries[69] or let users follow the advertiser on social media.[70] Online ads can even incorporate
games.[71]
3.4.4
Targeting
Publishers can offer advertisers the ability to reach customizable and narrow market segments for targeted advertising.
Online advertising may use geo-targeting to display relevant advertisements to the user’s geography. Advertisers can
customize each individual ad to a particular user based on the user’s previous preferences.[26] Advertisers can also
track whether a visitor has already seen a particular ad in order to reduce unwanted repetitious exposures and provide
adequate time gaps between exposures.[72]
3.4.5
Coverage
Online advertising can reach nearly every global market, and online advertising influences offline sales.[73][74][75]
3.4.6
Speed
Once ad design is complete, online ads can be deployed immediately. The delivery of online ads does not need to be
linked to the publisher’s publication schedule. Furthermore, online advertisers can modify or replace ad copy more
rapidly than their offline counterparts.[76]
3.5 Concerns
3.5.1
Security Concerns
According to a US Senate investigation, the current state of online advertising endangers the security and privacy of
users.[77]
3.5.2
Banner blindness
Eye-tracking studies have shown that Internet users often ignore web page zones likely to contain display ads (sometimes called "banner blindness"), and this problem is worse online than in offline media.[78] On the other hand, studies
suggest that even those ads “ignored” by the users may influence the user subconsciously.[79]
26
3.5.3
CHAPTER 3. ONLINE ADVERTISING
Fraud on the advertiser
There are numerous ways that advertisers can be overcharged for their advertising. For example, click fraud occurs
when a publisher or third parties click (manually or through automated means) on a CPC ad with no legitimate buying
intent.[80] For example, click fraud can occur when a competitor clicks on ads to deplete its rival’s advertising budget,
or when publishers attempt to manufacture revenue.[80]
Click fraud is especially associated with pornography sites. In 2011, certain scamming porn websites launched dozens
of hidden pages on each visitor’s computer, forcing the visitor’s computer to click on hundreds of paid links without
the visitor’s knowledge.[81]
As with offline publications, online impression fraud can occur when publishers overstate the number of ad impressions they have delivered to their advertisers. To combat impression fraud, several publishing and advertising industry
associations are developing ways to count online impressions credibly.[82][83]
3.5.4
Technological variations
Heterogeneous clients
Because users have different operating systems, web browsers[84] and computer hardware (including mobile devices
and different screen sizes), online ads may appear to users differently from how the advertiser intended, or the ads may
not display properly at all. A 2012 comScore study revealed that, on average, 31% of ads were not “in-view” when
rendered, meaning they never had an opportunity to be seen.[85] Rich media ads create even greater compatibility
problems, as some developers may use competing (and exclusive) software to render the ads (see e.g. Comparison of
HTML 5 and Flash).[86]
Furthermore, advertisers may encounter legal problems if legally required information doesn't actually display to
users, even if that failure is due to technological heterogeneity.[87]:i In the United States, the FTC has released a set
of guidelines indicating that it’s the advertisers’ responsibility to ensure the ads display any required disclosures or
disclaimers, irrespective of the users’ technology.[87]:4–8
Ad-blocking
Ad-blocking, or ad filtering, means the ads do not appear to the user because the user uses technology to screen out
ads. Many browsers block unsolicited pop-up ads by default.[88] Other software programs or browser add-ons may
also block the loading of ads, or block elements on a page with behaviors characteristic of ads (e.g. HTML autoplay
of both audio and video). Approximately 9% of all online page views come from browsers with ad-blocking software
installed,[89] and some publishers have 40%+ of their visitors using ad-blockers.[4]
Anti-targeting technologies
Some web browsers offer privacy modes where users can hide information about themselves from publishers and
advertisers. Among other consequences, advertisers can't use cookies to serve targeted ads to private browsers. Most
major browsers have incorporated Do Not Track options into their browser headers, but the regulations currently are
only enforced by the honor system.[90][91][92]
3.5.5
Privacy concerns
The collection of user information by publishers and advertisers has raised consumer concerns about their privacy.[27][60]
Sixty percent of Internet users would use Do Not Track technology to block all collection of information if given an
opportunity.[93][94] Over half of all Google and Facebook users are concerned about their privacy when using Google
and Facebook, according to Gallup.[95]
Many consumers have reservations about online behavioral targeting. By tracking users’ online activities, advertisers
are able to understand consumers quite well. Advertisers often use technology, such as web bugs and respawning
cookies, to maximizing their abilities to track consumers.[60]:60[96][97] According to a 2011 survey conducted by Harris
Interactive, over half of Internet users had a negative impression of online behavioral advertising, and forty percent
feared that their personally-identifiable information had been shared with advertisers without their consent.[98][99]
3.6. REGULATION
27
Consumers can be especially troubled by advertisers targeting them based on sensitive information, such as financial
or health status.[96]
3.5.6
Trustworthiness of advertisers
Scammers can take advantage of consumers’ difficulties verifying an online persona’s identity,[100]:1 leading to artifices
like phishing (where scam emails look identical to those from a well-known brand owner)[101] and confidence schemes
like the Nigerian “419” scam.[102][103][104] The Internet Crime Complaint Center received 289,874 complaints in
2012, totaling over half a billion dollars in losses, most of which originated with scam ads.[105][106]
Consumers also face malware risks, i.e. malvertising, when interacting with online advertising. Cisco's 2013 Annual
Security Report revealed that clicking on ads was 182 times more likely to install a virus on a user’s computer than
surfing the Internet for porn.[107][108] For example, in August 2014 Yahoo’s advertising network reportedly saw cases
of infection of a variant of Cryptolocker ransomware.[109]
3.5.7
Spam
The Internet’s low cost of disseminating advertising contributes to spam, especially by large-scale spammers. Numerous efforts have been undertaken to combat spam, ranging from blacklists to regulatorily-required labeling to
content filters, but most of those efforts have adverse collateral effects, such as mistaken filtering.[6]
3.6 Regulation
In general, consumer protection laws apply equally to online and offline activities.[87]:i However, there are questions over which jurisdiction’s laws apply and which regulatory agencies have enforcement authority over transborder
activity.[110]
As with offline advertising, industry participants have undertaken numerous efforts to self-regulate and develop industry standards or codes of conduct. Several United States advertising industry organizations jointly published
Self-Regulatory Principles for Online Behavioral Advertising based on standards proposed by the FTC in 2009.[111]
European ad associations published a similar document in 2011.[112] Primary tenets of both documents include consumer control of data transfer to third parties, data security, and consent for collection of certain health and financial
data.[111]:2–4 Neither framework, however, penalizes violators of the codes of conduct.[113]
3.6.1
Privacy and data collection
Privacy regulation can require users’ consent before an advertiser can track the user or communicate with the user.
However, affirmative consent (“opt in”) can be difficult and expensive to obtain.[60]:60 Industry participants often
prefer other regulatory schemes.
Different jurisdictions have taken different approaches to privacy issues with advertising. The United States has
specific restrictions on online tracking of children in the Children’s Online Privacy Protection Act (COPPA),[111]:16–17
and the FTC has recently expanded its interpretation of COPPA to include requiring ad networks to obtain parental
consent before knowingly tracking kids.[114] Otherwise, the U.S. Federal Trade Commission frequently supports
industry self-regulation, although increasingly it has been undertaking enforcement actions related to online privacy
and security.[115] The FTC has also been pushing for industry consensus about possible Do Not Track legislation.
In contrast, the European Union’s “Privacy and Electronic Communications Directive” restricts websites’ ability to use
consumer data much more comprehensively. The EU limitations restrict targeting by online advertisers; researchers
have estimated online advertising effectiveness decreases on average by around 65% in Europe relative to the rest of
the world.[60]:58
3.6.2
Delivery methods
Many laws specifically regulate the ways online ads are delivered. For example, online advertising delivered via email
is more regulated than the same ad content delivered via banner ads. Among other restrictions, the U.S. CAN-SPAM
28
CHAPTER 3. ONLINE ADVERTISING
Act of 2003 requires that any commercial email provide an opt-out mechanism.[110] Similarly, mobile advertising
is governed by the Telephone Consumer Protection Act of 1991 (TCPA), which (among other restrictions) requires
user opt-in before sending advertising via text messaging.
3.7 See also
• Ad server
• App store optimization
• Article marketing
• Classified advertising
• Conversion rate
• Digital marketing
• Frequency capping
• In-text advertising
• Inbound marketing
• Lead scoring
• Media transparency
• Netnography
• Online identity management
• Online lead generation
• Pay per click
• Post-click marketing
• Product feed
• Real-time marketing
• Search engine marketing
• Social media optimization
• Viral marketing
• Visual marketing
• Web banner
• Online presence management
Industry calculations
• Click Through Rate (CTR)
• View-through rate (VTR)
• Cost Per Action (CPA)
• effective Cost Per Action (eCPA)
• Cost Per Click or Pay Per Click (CPC or PPC)
3.7. SEE ALSO
• Cost Per Impression (CPI)
• Cost Per Mille (CPM), also known as Cost per thousand (CPT)
• effective Cost Per Mille (eCPM)
• Compensation methods
• Classified advertising
Web advertising
• Ad filtering
• Advertising network
• Article marketing
• Affiliate marketing
• Bitcoin faucet
• Central ad server
• Click fraud
E-mail advertising
• e-mail spam
• opt-in e-mail advertising
• spamming
• In-text advertising
Mobile advertising
• Mobile marketing
• Mobile development
• WAP
• Online classified advertising
• Overlay
• Pay per click
• Pay per play
• Performance-based advertising
• Pop-up ad
Search engines
• Search engine marketing (SEM)
• Search engine optimization (SEO)
• Semantic advertising
• Unicast ad
• Web banner
29
30
CHAPTER 3. ONLINE ADVERTISING
3.8 References
[1] “IAB internet advertising revenue report: 2012 full year results” (PDF). PricewaterhouseCoopers, Internet Advertising
Bureau. April 2013. Retrieved 12 June 2013.
[2] IAB internet advertising revenue report, 2013 full year results, April 2014
[3] “IAB internet advertising revenue report 2013 first six months’ results” (PDF). Internet Advertising Bureau. October 2013.
Retrieved 4 March 2014.
[4] Gonzales, Niero (9 March 2013). “Half of Destructoid’s readers block our ads. Now what?". Destructoid. Retrieved 14
June 2013.
[5] “NSFNet Acceptable Use Policy”. Information Policies: A Compilation of Position Statements, Principles, Statutes, and
Other Pertinent Statements. Coalition for Networked Information. Retrieved 24 June 2013.
[6] Templeton, Brad (2008). “Reflections on the 25th Anniversary of Spam”. Retrieved 14 June 2013.
[7] “NSFNet—National Science Foundation Network”. Living Internet. 2011. Retrieved 25 June 2013.
[8] “The Internet”. National Science Foundation. Retrieved 24 June 2013.
[9] Pakštas, Algirdas (10 September 2007). “Problems and Realities of Internet Governance and Regulations (and a Role of
the IEEE ComSoc)" (PDF). The First Mamoun Conference for Computer Science, Communications Technology and their
Applications, keynote talk. Retrieved 19 June 2013.
[10] “Evolution of the Internet”. Cisco Press. Retrieved 25 June 2013.
[11] Seabrook, Andrea (3 May 2008). “At 30, Spam Going Nowhere Soon”. All Things Considered. NPR. Retrieved 14 June
2013.
[12] Denning, Peter J. (1 March 1982). “ACM President’s Letter: Electronic Junk”. Communications of the ACM. 25 (3).
Association for Computing Machinery.
[13] Templeton, Brad. “Origin of the term “spam” to mean net abuse”. Retrieved 14 June 2013.
[14] “Junk Mail”. Electronic Billboards on the Digital Superhighway: A Report of the Working Group on Internet Advertising.
The Coalition for Networked Information. 28 September 1994. Retrieved 24 June 2013.
[15] Gibson, Mathias (12 July 2012). “History of Online Display Advertising”. Vantage Local. Retrieved 23 June 2013.
[16] Briggs, Rex; Hollis, Nigel (April 1997). Advertising on the Web: Is there Response Before Clickthrough?. Journal of
Advertising Research. pp. 33–45.
[17] Morrissey, Brian (12 April 2013). “How the Banner Ad Was Born”. Digiday. Retrieved 12 June 2013.
[18] McCambley, Joe (12 February 2013). “Stop Selling Ads and Do Something Useful”. HBR Blog Network. Retrieved 15
June 2013.
[19] Jansen, B.J.; Mullen, T. (2008). “Sponsored search: an overview of the concept, history, and technology”. International
Journal of Electronic Business 6 (2): 114–131. doi:10.1504/ijeb.2008.018068.
[20] “Google Launches Self-Service Advertising Program”. Google. October 2000. Retrieved 13 June 2013.
[21] “Google Introduces New Pricing for Popular Self-Service Online Advertising Program”. Google. February 2002. Retrieved
June 2013.
[22] “Super Bowl Social Media Marketing: A Detailed History”. Social Media Today. 1 February 2013. Retrieved 14 June
2013.http://wayback.archive.org/web/20150212234342/http://socialmediatoday.com/wallysprout/1203421/here-s-your-detailed-history-sup
[23] Curtis, Dr. Anthony (2013). “The Brief History of Social Media”. Mass Communication Department, University of
North Carolina at Pembroke. Retrieved 9 June 2013.http://wayback.archive.org/web/20131823423600/http://www.uncp.
edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html
[24] Helft, Miguel; Vega, Tanzina (29 August 2010). “Retargeting Ads Follow Surfers to Other Sites”. Retrieved 20 June 2013.
[25] Drell, Lauren (26 April 2011). “4 Ways Behavioral Targeting is Changing the Web”. Mashable.com. Retrieved 20 June
2013.
3.8. REFERENCES
31
[26] Moe, Wendy W. (2013). “Chapter 9: Targeting Display Advertising”. Advanced Database Marketing: Innovative Methodologies & Applications for Managing Customer Relationships (PDF). Gower Publishing, London. ISBN 978-1409444619.
Retrieved 20 June 2013.
[27] Steel, Emily; Angwin, Julia (3 August 2010). “On the Web’s Cutting Edge, Anonymity in Name Only”. The Wall Street
Journal. Retrieved 10 June 2013.
[28] Adams, Barry (2012). “Geotargeting Based on IP Address is Broken”. Retrieved 16 June 2013.
[29] “IAB Display Advertising Guidelines”. Interactive Advertising Bureau. Retrieved 13 June 2013.
[30] “No Pop-up Ads on Google”. Google. Google. Retrieved 12 February 2016.
[31] “Mobile Rich media Ad Interface Definitions (MRAID) v. 2.0” (PDF). Interactive Advertising Bureau. 16 April 2013.
Retrieved 13 June 2013.
[32] “Trick Banner”. Retrieved 13 June 2013.
[33] “Trick Banners”. Retrieved 13 June 2013.
[34] “Trick banner”. PC Magazine. Retrieved 13 June 2013.
[35] “Term: Trick Banner”. marketingterms.com. Retrieved 13 June 2013.
[36] “Facebook News Feed”. Facebook. Retrieved 1 May 2015.
[37] “Facebook News Feed Ads”. Facebook. Retrieved 1 May 2015.
[38] “LinkedIn Sponsored Updates”. LinkedIn. Retrieved 1 May 2015.
[39] “Twitter Promoted Tweets”. Twitter. Retrieved 1 May 2015.
[40] “Facebook’s Sponsored Stories are way more effective than Display Ads”. Facebook. Retrieved 1 May 2015.
[41] “Facebooks’ News Feed Ads generate 49x more clicks”. Facebook. Retrieved 1 May 2015.
[42] O'Hara, Chris. “When Big Data Doesn't Provide Big Insights”. clickz.com. ClickZ. Retrieved 3 April 2015.
[43] Limon, Kathleen. “THE DIFFERENCE BETWEEN FIRST, SECOND, AND THIRD PARTY DATA AND HOW TO
USE THEM”. retargeter.com. Retargeter. Retrieved 3 April 2015.
[44] “3rd Party Data Collection Principles from TRUSTe”. TRUSTe.com. TRUSTe. Retrieved 3 April 2015.
[45] “How an ad is served with real-time bidding”. Internet Advertising Bureau.
[46] “Term: Interstitial ad”. marketingterms.com. Retrieved 13 June 2013.
[47] Hanley, M.; Becker, M. (2007). “Cell Phone Usage and Advertising Acceptance Among College Students: A Four-Year
Analysis”. 2008 AEJMC Conference: Advertising Division–Research. Retrieved 13 June 2013.
[48] “Mobile Advertising Guidelines, Version 5.0”. Mobile Marketing Association. February 2011. Retrieved 14 June 2013.
[49] “Term: Text ad”. marketingterms.com. Retrieved 13 June 2013.
[50] Mothner, Michael (12 September 2012). “SEO Marketing Myths”. Inc. Retrieved 13 June 2013.
[51] Demers, Jason (2 January 2013). “5 Deadly Sins of SEO and Online Marketing”. Entrepreneur.com. Retrieved 15 June
2013.
[52] “The Quickest Wins in SEO”. Segment.io Analytics Academy. Retrieved 13 June 2013.
[53] Athey, S.; Nekipelov, D. (January 2012). “A Structural Model of Sponsored Search Advertising Auctions” (PDF). p. 5. Retrieved 8 June 2013.http://wayback.archive.org/web/20150213005956/http://faculty.haas.berkeley.edu/neil_thompson/DSI_
Seminar/Papers/Structural_Sponsored_Search.pdf
[54] Christensson, P. “SMM”. Tech Terms Computer Dictionary. Retrieved 13 June 2013.
[55] Tulloch, Mitch (2003). Koch, Jeff; Haynes, Sandra, eds. Microsoft Encyclopedia of Security. Redmond, Washington:
Microsoft Press. p. 16. ISBN 0-7356-1877-1.
[56] “Malware & Botnets”. National Cyber Security Alliance. Retrieved 4 December 2012.
[57] Story, Louise (22 October 2007). “How many site hits? Depends who’s counting”. Retrieved 25 June 2013.
32
CHAPTER 3. ONLINE ADVERTISING
[58] “CPM Advertising”. Retrieved 20 May 2013.
[59] Fisher, Ken (6 March 2010). “Why Ad Blocking is devastating to the sites you love”. Ars Technica. Retrieved 13 June
2013.
[60] Goldfarb, Avi; Tucker, Catherine E. (2011). “Privacy Regulation and Online Advertising”. Management Science 57 (1):
57–71. doi:10.1287/mnsc.1100.1246.
[61] Kuckera, Ben (17 April 2013). “Ad-blockers, the games press, and why sexy cosplay galleries lead to better reporting”.
Penny Arcade Report. Archived from the original on June 8, 2013. Retrieved 14 June 2013.
[62] Hu, Yu; Shin, Jiwoong; Tang, Zhulei (September 2012). “Performance-based Pricing Models in Online Advertising: Cost
per Click versus Cost per Action” (PDF). Retrieved June 2013.
[63] “comScore and Starcom USA Release Updated 'Natural Born Clickers’ Study Showing 50 Percent Drop in Number of U.S.
Internet Users Who Click on Display Ads”. comScore, Inc. 1 October 2009. Retrieved 1 June 2013.
[64] Felix, Samantha (26 October 2012). “Mobile Advertising’s Darkest Secret: Here’s the REAL Error Rate for 'Fat Finger'
Clicks”. Business Insider. Retrieved June 2013.
[65] “Is CPE the Best Way to Quantify ROI?". Mashable. 9 December 2013.
[66] “Understanding the Cost-Per-Engagement Ad Model”. Mediapost.com. Retrieved 2015-12-30.
[67] “Cost-Per-View Pricing for Digital Video: What Would It Really Measure?". Mediapost.com. Retrieved 2015-12-30.
[68] “Marketers Focus on Making Attribution Data Actionable: Industry experts discuss real-time optimisation of cross-platform
attribution findings”. emarketer.com. Retrieved 7 September 2015.
[69] Moses, Lucia (2 April 2013). “The New York Times Tries Another Interactive Ad Unit: This time, for Prudential”.
Adweek. Retrieved 20 June 2013.
[70] Brian, Matt (22 May 2013). “Twitter steps into interactive ads, lets users sign up for offers directly from their timeline”.
The Verge. Retrieved 20 June 2013.
[71] Abramovich, Giselle (25 March 2013). “5 Really Creative Banner Ads”. Digiday. Retrieved 20 June 2013.
[72] Braun, Michael (2011). “Measuring Online Advertising Effectiveness” (PDF). Retrieved 20 June 2013.http://wayback.
archive.org/web/20150212234246/http://www.wharton.upenn.edu/wcai/files/WCAI_Case_Study_Ad_Effectiveness_Final.
pdf
[73] “Measuring the effectiveness of online advertising” (PDF). pwc.com. PricewaterhouseCoopers France, IAB France, Syndicat des Regies Internet. 2010. p. 8. Retrieved 19 June 2013.http://wayback.archive.org/web/20150213004710/http:
//www.pwc.com/en_GX/gx/entertainment-media/pdf/IAB_SRI_Online_Advertising_Effectiveness_v3.pdf
[74] Sherman, Erik (13 August 2012). “Online Advertising: Surprising New Finding”. inc.com. Retrieved June 2013.
[75] Goldfarb, Avi; Tucker, Catherine (4 May 2010). “Advertising Bans and the Substitutability of Online and Offline Advertising”. SSRN. Retrieved June 2013.
[76] “Revenue Outcomes Matter to Online Advertisers: Advanced Automation Can Improve Efficiency And Results” (PDF).
marinsoftware.com. Forrester Consulting. January 2013. Retrieved 20 June 2013.
[77] Lucian Constantin (2014-05-15). “Online advertising poses significant security, privacy risks to users, US Senate report
says”. Network World. Retrieved 2015-12-24.
[78] Pieters, Rik (2008). “A Review of Eye-Tracking Research in Marketing”. Review of Marketing Research 4: 123–147.
doi:10.1108/s1548-6435(2008)0000004009. ISBN 978-0-7656-2092-7.
[79] Lee, Joowon; Ahn, Jae-Hyeon (2012). “Attention to Banner Ads And Their Effectiveness: An Eye-Tracking Approach”.
International Journal of Electronic Commerce 17 (1): 119–137. doi:10.2753/jec1086-4415170105. Retrieved 20 June
2013.
[80] “Truth in advertising: 'Click fraud' poses a threat to the boom in internet advertising”. The Economist. 23 November 2006.
Retrieved 13 June 2013.
[81] Steel, Emily (16 March 2011). “Off Screen, Porn Sites Trick Advertisers: Tactic Dupes Big Marketers, Internet Companies
With Flood of Traffic From Hidden Pages”. The Wall Street Journal. Retrieved 8 June 2013.
[82] “International Federation of Audit Bureaux Circulations”. Retrieved 25 June 2013.
3.8. REFERENCES
33
[83] Elliot, Stuart (14 November 2012). “Renaming the Circulation Overseer”. Retrieved 20 June 2013.
[84] Protalinksi, Emily (1 March 2013). “Internet Explorer continues growth past 55% market share thanks to IE9 and IE10,
as Chrome hits 17-month low”. The Next Web. Retrieved June 2013.
[85] “comScore Releases Full Results of vCE Charter Study Involving 12 Leading U.S. Advertisers”. comScore. 26 March
2012. Retrieved 1 June 2013.
[86] Casale, Chris (8 October 2012). “HTML5 vs. Flash-What Do You Need to Know? Part 1”. Accusoft Blog. Retrieved 12
June 2013.
[87] ".com Disclosures: How to Make Effective Disclosures in Digital Advertising” (PDF). Federal Trade Commission. March
2013. Retrieved January 5, 2014.http://wayback.archive.org/web/20150906065929/http://business.ftc.gov/sites/default/
files/pdf/bus41-dot-com-disclosures-information-about-online-advertising.pdf
[88] “Configuring Your Web Browser to Allow Pop-up Windows”. University of Pennsylvania, Information Systems & Computing. Retrieved 24 June 2013.
[89] “Clicked off: Doom beckons for online ads”. The Economist. 10 November 2012. Retrieved 24 May 2013.
[90] Angwin, Julia (7 December 2010). “Microsoft to Add 'Tracking Protection' to Web Browser”. The Wall Street Journal.
Retrieved 22 February 2012.
[91] “Longer battery life and easier website permissions”. 6 November 2012. Retrieved 7 November 2012.
[92] Angwin, Julia (21 January 2011). “Web Tool on Firefox to Deter Tracking”. The Wall Street Journal. Retrieved 22
February 2012.
[93] Hoofnagle, Chris J.; Urban, Jennifer M.; Li, Su (8 October 2012). “Privacy and Modern Advertising: Most US Internet
Users Want 'Do Not Track' to Stop Collection of Data about their Online Activities”. Amsterdam Privacy Conference,
2012. Retrieved 19 June 2013.
[94] Clifford, Stephanie (29 September 2009). “Two-Thirds of Americans Object to Online Tracking”. Retrieved 20 June
2013.
[95] Acohido, Byron (9 February 2011). “Most Google, Facebook users fret over privacy”. USA Today. Retrieved 20 June
2013.
[96] Cutter, Slade (22 February 2012). “The 7 'creep factors’ of online behavioral advertising”. venturebeat.com. Venture Beat.
Retrieved 10 June 2013.
[97] Avery, James (14 November 2011). “Why Google Built Incognito Mode”. Adzerk. Retrieved 14 June 2013.http://
wayback.archive.org/web/20150213004703/http://www.adzerk.com/run-of-network/why-google-built-incognito-mode/
[98] “Press Release: TRUSTe Announces 2011 Behavioral Advertising Survey Results”. TRUSTe. 25 July 2011. Retrieved 20
June 2013.http://wayback.archive.org/web/20141107142203/http://www.truste.com/about-TRUSTe/press-room/news_truste_
behavioral_advertising_survey_2011
[99] Heusssner, Ki Mae (13 February 2013). “Divorcees, Southerners Most Concerned About Web Privacy: 90 percent of
online adults worry about privacy online, study shows”. AdWeek. Retrieved 20 June 2013.
[100] Sirivianos, Michael; Kim, Kyungbaek; Yang, Xiaowei (2009). “FaceTrust: Assessing the Credibility of Online Personas
via Social Networks” (PDF). Retrieved 20 June 2013.
[101] “Craigslist Scams”. Fraud Guides. Retrieved 20 June 2013.
[102] Kassner, Michael (30 July 2012). “The truth behind those Nigerian 419 scammers”. Tech Republic. Retrieved 20 June
2013.
[103] “Common Fraud Schemes”. Federal Bureau of Investigation. Retrieved 20 June 2013.
[104] Rege, Aunshul (December 2009). “What’s Love Got to Do with It? Exploring Online Dating Scams and Identity Fraud”
(PDF). International Journal of Cyber Criminology. pp. 494–512. ISSN 0974-2891. Retrieved 19 June 2013.
[105] “2012 Internet Crime Report” (PDF). Internet Crime Complaint Center. FBI and National White Collar Crime Center.
2013. Retrieved 18 June 2013.
[106] Rosenberg, Eric (31 March 2007). “U.S. Internet fraud at all-time high: 'Nigerian' scam and other crimes cost $198.4
million”. San Francisco Chronicle. Retrieved June 2013.
34
CHAPTER 3. ONLINE ADVERTISING
[107] Mlot, Stephanie (1 February 2013). “Online Advertising More Likely to Spread Malware Than Porn”. PC Magazine.
Retrieved 16 June 2013.
[108] “Cisco 2013 Annual Security Report” (PDF). Cisco. 2013. Archived from the original (PDF) on 28 February 2013.
Retrieved 16 June 2013.
[109] “CryptoWall! crooks! 'turn! to! Yahoo! ads! to! spread! ransomware!'". The Register. 11 August 2014. Retrieved 4
January 2015.
[110] Special Advertising Problems: Internet Advertising: Unique Issues Posed by the Internet. The Law of Advertising. 56.06.
Matthew Bender & Co, Inc. 2013.
[111] “Self-Regulatory Principles for Online Behavioral Advertising” (PDF). iab.net. Interactive Advertising Bureau. 1 July
2009. Retrieved 12 June 2013.
[112] “Europe’s Online Advertising Industry Releases Self-Regulation Framework”. iabeurope.eu. 11 April 2011. Retrieved 12
June 2013.
[113] Singel, Ryan (8 July 2009). “Internet Ad Industry Begs for Regulation”. Wired. Retrieved 12 June 2013.
[114] “FTC Strengthens Kids’ Privacy, Gives Parents Greater Control Over Their Information By Amending Children’s Online
Privacy Protection Rule”. Federal Trade Commission. 19 December 2012. Retrieved 20 June 2013.
[115] “Performance & Accountability Report, Fiscal Year 2012” (PDF). Federal Trade Commission. 2012. p. iv. Retrieved 25
June 2013.
Chapter 4
Search engine marketing
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.[1] SEM may incorporate
search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher
ranking in search engine results pages to enhance pay per click (PPC) listings.[2]
4.1 Market
In 2007, U.S. advertisers spent US$24.6 billion on search engine marketing.[3] In Q2 2015, Google (73.7%) and the
Yahoo/Bing (26.3%) partnership accounted for almost 100% of U.S. search engine spend.[4] As of 2006, SEM was
growing much faster than traditional advertising and even other channels of online marketing.[5] Managing search
campaigns is either done directly with the SEM vendor or through an SEM tool provider. It may also be self-serve
or through an advertising agency.
4.2 History
As the number of sites on the Web increased in the mid-to-late 1990s, search engines started appearing to help
people find information quickly. Search engines developed business models to finance their services, such as pay per
click programs offered by Open Text[6] in 1996 and then Goto.com[7] in 1998. Goto.com later changed its name[8]
to Overture in 2001, was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers
through Yahoo! Search Marketing. Google also began to offer advertisements on search results pages in 2000 through
the Google AdWords program. By 2007, pay-per-click programs proved to be primary moneymakers[9] for search
engines. In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an
alliance. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and
Europe in February 2010.[10]
Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising
opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through
search engines emerged. The term “Search Engine Marketing” was popularized by Danny Sullivan in 2001[11] to
cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting
sites to directories, and developing online marketing strategies for businesses, organizations, and individuals.
4.3 Methods and metrics
There are five categories of methods and metrics used to optimize websites through search engine optimization.[12]
1. Keyword research and analysis involves three “steps": ensuring the site can be indexed in the search engines,
finding the most relevant and popular keywords for the site and its products, and using those keywords on the
site in a way that will generate and convert traffic. A follow-on effect of keyword analysis and research is
35
36
CHAPTER 4. SEARCH ENGINE MARKETING
the search perception impact.[13] Search perception impact describes the identified impact of a brand’s search
results on consumer perception, including title and meta tags, site indexing, and keyword focus. As online
searching is often the first step for potential consumers/customers, the search perception impact shapes the
brand impression for each individual.
2. Website saturation and popularity, or how much presence a website has on search engines, can be analyzed
through the number of pages of the site that are indexed by search engines (saturation) and how many backlinks
the site has (popularity). It requires pages to contain keywords people are looking for and ensure that they rank
high enough in search engine rankings. Most search engines include some form of link popularity in their
ranking algorithms. The following are major tools measuring various aspects of saturation and link popularity:
Link Popularity, Top 10 Google Analysis, and Marketleap’s Link Popularity and Search Engine Saturation.
3. Back end tools, including Web analytic tools and HTML validators, provide data on a website and its visitors
and allow the success of a website to be measured. They range from simple traffic counters to tools that work
with log files and to more sophisticated tools that are based on page tagging (putting JavaScript or an image on
a page to track actions). These tools can deliver conversion-related information. There are three major tools
used by EBSCO: (a) log file analyzing tool: WebTrends by NetiQ; (b) tag-based analytic tool: WebSideStory’s
Hitbox; and (c) transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of websites,
highlighting potential problems and many usability issues and ensuring websites meet W3C code standards.
Try to use more than one HTML validator or spider simulator because each one tests, highlights, and reports
on slightly different aspects of your website.
4. Whois tools reveal the owners of various websites, and can provide valuable information relating to copyright
and trademark issues.
5. Google Mobile-Friendly Website Checker: This test will analyze a URL and report if the page has a mobilefriendly design.[14]
4.4 Paid inclusion
Paid inclusion involves a search engine company charging fees for the inclusion of a website in their results pages.
Also known as sponsored listings, paid inclusion products are provided by most search engine companies either in
the main results area, or as a separately identified advertising area.
The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers
an annual subscription for one webpage, which will automatically be catalogued on a regular basis. However, some
companies are experimenting with non-subscription based fee structures where purchased listings are displayed permanently. A per-click fee may also apply. Each search engine is different. Some sites allow only paid inclusion,
although these have had little success. More frequently, many search engines, like Yahoo!,[15] mix paid inclusion
(per-page and per-click fee) with results from web crawling. Others, like Google (and as of 2006, Ask.com[16][17] ),
do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as
such).
Some detractors of paid inclusion allege that it causes searches to return results based more on the economic standing
of the interests of a web site, and less on the relevancy of that site to end-users.
Often the line between pay per click advertising and paid inclusion is debatable. Some have lobbied for any paid
listings to be labeled as an advertisement, while defenders insist they are not actually ads since the webmasters do
not control the content of the listing, its ranking, or even whether it is shown to any users. Another advantage of
paid inclusion is that it allows site owners to specify particular schedules for crawling pages. In the general case, one
has no control as to when their page will be crawled or added to a search engine index. Paid inclusion proves to be
particularly useful for cases where pages are dynamically generated and frequently modified.
Paid inclusion is a search engine marketing method in itself, but also a tool of search engine optimization, since
experts and firms can test out different approaches to improving ranking and see the results often within a couple
of days, instead of waiting weeks or months. Knowledge gained this way can be used to optimize other web pages,
without paying the search engine company.
4.5. COMPARISON WITH SEO
37
The image displays the difference between paid advertising in Google search results and organic results
4.5 Comparison with SEO
SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like Google
Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO). SEM uses paid
advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential
consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has
been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and
SEO both need to be monitored and updated frequently to reflect evolving best practices.
In some contexts, the term SEM is used exclusively to mean pay per click advertising,[2] particularly in the commercial
advertising and marketing communities which have a vested interest in this narrow definition. Such usage excludes
the wider search marketing community that is engaged in other forms of SEM such as search engine optimization
and search retargeting.
Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.[18] Some of the latest
theoretical advances include search engine marketing management (SEMM). SEMM relates to activities including
SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of
mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means to
achieve it, and pay per click SEO. For example, some of the attention is placed on the web page layout design and
how content and information is displayed to the website visitor. SEO & SEM are two pillars of one marketing job
and they both run side by side to produce much better results than focusing on only one pillar.
38
CHAPTER 4. SEARCH ENGINE MARKETING
4.6 Ethical questions
Paid search advertising has not been without controversy, and the issue of how search engines present advertising
on their search result pages has been the target of a series of studies and reports[19][20][21] by Consumer Reports
WebWatch. The Federal Trade Commission (FTC) also issued a letter[22] in 2002 about the importance of disclosure
of paid advertising on search engines, in response to a complaint from Commercial Alert, a consumer advocacy group
with ties to Ralph Nader.
Another ethical controversy associated with search marketing has been the issue of trademark infringement. The
debate as to whether third parties should have the right to bid on their competitors’ brand names has been underway
for years. In 2009 Google changed their policy, which formerly prohibited these tactics, allowing 3rd parties to bid
on branded terms as long as their landing page in fact provides information on the trademarked term.[23] Though the
policy has been changed this continues to be a source of heated debate.[24]
On April 24, 2012 many started to see that Google has started to penalize companies that are buying links for the
purpose of passing off the rank. The Google Update was called Penguin. Since then, there has been several different
Penguin / Panda updates rolled out by Google. SEM has, however, nothing to do with link buying and focuses on
organic SEO and PPC management. As of October 20, 2014 Google has released three official revisions of their
Penguin Update.
4.7 Examples
AdWords is recognized as a web-based advertising utensil since it adopts keywords which can deliver adverts explicitly
to web users looking for information in respect to a certain product or service. This project is highly practical for
advertisers as the project hinges on cost per click (CPC) pricing, thus the payment of the service only applies if
their advert has been clicked on. SEM companies have embarked on AdWords projects as a way to publicize their
SEM and SEO services. This promotion has helped their business elaborate, offering added value to consumers who
endeavor to employ AdWords for promoting their products and services. One of the most successful approaches to the
strategy of this project was to focus on making sure that PPC advertising funds were prudently invested. Moreover,
SEM companies have described AdWords as a fine practical tool for increasing a consumer’s investment earnings
on Internet advertising. The use of conversion tracking and Google Analytics tools was deemed to be practical for
presenting to clients the performance of their canvas from click to conversion. AdWords project has enabled SEM
companies to train their clients on the utensil and delivers better performance to the canvass. The assistance of
AdWord canvass could contribute to the huge success in the growth of web traffic for a number of its consumer’s
websites, by as much as 250% in only nine months.[25]
Another way search engine marketing is managed is by contextual advertising. Here marketers place ads on other sites
or portals that carry information relevant to their products so that the ads jump into the circle of vision of browsers who
are seeking information from those sites. A successful SEM plan is the approach to capture the relationships amongst
information searchers, businesses, and search engines. Search engines were not important to some industries in the
past, but over the past years the use of search engines for accessing information has become vital to increase business
opportunities.[26] The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view
their products, but it could also pose various challenges.[26] These challenges could be the competition that companies
face amongst their industry and other sources of information that could draw the attention of online consumers.[26]
To assist the combat of challenges, the main objective for businesses applying SEM is to improve and maintain
their ranking as high as possible on SERPs so that they can gain visibility. Therefore, search engines are adjusting
and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against
search engine misuse and spamming, and to supply the most relevant information to searchers.[26] This could enhance
the relationship amongst information searchers, businesses, and search engines by understanding the strategies of
marketing to attract business.
4.8 See also
• Internet marketing
• Dynamic keyword insertion
• Search engine reputation management
4.9. REFERENCES
39
• Search engine optimization
• Web marketing
4.9 References
[1] “The State of Search Engine Marketing 2006”. Search Engine Land. February 8, 2007. Retrieved 2007-06-07.
[2] “Does SEM = SEO + CPC Still Add Up?". searchengineland.com. Retrieved 2010-03-05.
[3] SearchEngineLand
[4]
[5] Elliott, Stuart (March 14, 2006). “More Agencies Investing in Marketing With a Click”. New York Times. Retrieved
2007-06-07.
[6] “Engine sells results, draws fire”. news.cnet.com. June 21, 1996. Retrieved 2007-06-09.
[7] “GoTo Sells Positions”. searchenginewatch.com. March 3, 1998. Retrieved 2007-06-09.
[8] “GoTo gambles with new name”. news.cnet.com. September 10, 2001. Retrieved 2007-06-09.
[9] Jansen, B. J. (May 2007). “The Comparative Effectiveness of Sponsored and Nonsponsored Links for Web E-commerce
Queries” (PDF). ACM Transactions on the Web,. Retrieved 2007-06-09.
[10] “Microsoft-Yahoo Deal Gets Green Light”. informationweek.com. February 18, 2010. Retrieved 2010-07-15.
[11] “Does SEM = SEO + CPC Still Add Up?". searchengineland.com. March 4, 2010. Retrieved 2013-10-06.
[12] Otis, Rebecca (November 2013). “Use These Tools for Smart Digital Marketing”. Digital Third Coast. Retrieved 201401-20.
[13] “Search Perception Impact”. Retrieved 27 March 2014.
[14] https://www.google.com/webmasters/tools/mobile-friendly/
[15] Zawodny, Jeremy (2004-03-01). “Defending Paid Inclusions”.
[16] Ulbrich, Chris (2004-07-06). “Paid Inclusion Losing Charm?". Wired News.
[17] “FAQ #18: How do I register my site/URL with Ask so that it will be indexed?". Ask.com. Retrieved 2008-12-19.
[18] Susan Ward (2011). “Social Media Marketing”. About.com. Retrieved 2011-04-22.
[19] “False Oracles: Consumer Reaction to Learning the Truth About How Search Engines Work (Abstract)". consumerwebwatch.org. June 30, 2003. Retrieved 2007-06-09.
[20] “Searching for Disclosure: How Search Engines Alert Consumers to the Presence of Advertising in Search Results”. consumerwebwatch.org. November 8, 2004. Retrieved 2007-06-09.
[21] “Still in Search of Disclosure: Re-evaluating How Search Engines Explain the Presence of Advertising in Search Results”.
consumerwebwatch.org. June 9, 2005. Retrieved 2007-06-09.
[22] “Re: Complaint Requesting Investigation of Various Internet Search Engine Companies for Paid Placement or (Pay per
click)". ftc.gov. June 22, 2002. Retrieved 2007-06-09.
[23] “Update to U.S. ad text trademark policy”. adwords.blogspot.com. May 14, 2009. Retrieved 2010-07-15.
[24] Rosso, Mark; Jansen, Bernard (Jim) (August 2010), “Brand Names as Keywords in Sponsored Search Advertising”, Communications of the Association for Information Systems 27 (1): 81–98
[25] “Google Adwords Case Study” (PDF). AccuraCast. 2007. Retrieved 2011-03-30. |first1= missing |last1= in Authors list
(help)
[26] Zheng Xiang, Bing Pan, Rob Law, and Daniel R. Fesenmaier (June 7, 2010). “Assessing the Visibility of Destination
Marketing Organizations in Google: A Case Study of Convention and Visitor Bureau Websites in the United States” (PDF).
Journal of Travel and Tourism Marketing. Retrieved 2011-04-22.
Chapter 5
Search engine optimization
“SEO” redirects here. For other uses, see SEO (disambiguation).
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web
search engine's unpaid results — often referred to as “natural,” "organic,” or “earned” results. In general, the earlier
(or higher ranked on the search results page), and more frequently a site appears in the search results list, the more
visitors it will receive from the search engine’s users, and these visitors can be converted into customers.[1] SEO may
target different kinds of search, including image search, local search, video search, academic search,[2] news search
and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search
terms or keywords typed into search engines and which search engines are preferred by their targeted audience.
Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to
specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the
number of backlinks, or inbound links, is another SEO tactic. As of May 2015, mobile search has finally surpassed
desktop search,[3] Google is developing and pushing mobile search as the future in all of its products and many brands
are beginning to take a different approach on their internet strategies[4]
5.1 History
Webmasters and content providers began optimizing sites for search engines in the mid-1990s, as the first search
engines were cataloging the early Web. Initially, all webmasters needed to do was to submit the address of a page, or
URL, to the various engines which would send a "spider" to “crawl” that page, extract links to other pages from it,
and return information found on the page to be indexed.[5] The process involves a search engine spider downloading a
page and storing it on the search engine’s own server, where a second program, known as an indexer, extracts various
information about the page, such as the words it contains and where these are located, as well as any weight for specific
words, and all links the page contains, which are then placed into a scheduler for crawling at a later date.
Site owners started to recognize the value of having their sites highly ranked and visible in search engine results,
creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny
Sullivan, the phrase “search engine optimization” probably came into use in 1997. Sullivan credits Bruce Clay as
being one of the first people to popularize the term.[6] On May 2, 2007,[7] Jason Gambert attempted to trademark
the term SEO by convincing the Trademark Office in Arizona[8] that SEO is a “process” involving manipulation of
keywords, and not a “marketing service.”
Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag, or index
files in engines like ALIWEB. Meta tags provide a guide to each page’s content. Using meta data to index pages was
found to be less than reliable, however, because the webmaster’s choice of keywords in the meta tag could potentially
be an inaccurate representation of the site’s actual content. Inaccurate, incomplete, and inconsistent data in meta tags
could and did cause pages to rank for irrelevant searches.[9] Web content providers also manipulated a number of
attributes within the HTML source of a page in an attempt to rank well in search engines.[10]
By relying so much on factors such as keyword density which were exclusively within a webmaster’s control, early
search engines suffered from abuse and ranking manipulation. To provide better results to their users, search en40
5.1. HISTORY
41
gines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages
stuffed with numerous keywords by unscrupulous webmasters. Since the success and popularity of a search engine
is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search
results could lead users to find other search sources. Search engines responded by developing more complex ranking
algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.
By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engines,
and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive
or irrelevant keywords. Early search engines, such as Altavista and Infoseek, adjusted their algorithms in an effort to
prevent webmasters from manipulating rankings.[11]
In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web was created to bring together
practitioners and researchers concerned with search engine optimisation and related topics.[12]
Companies that employ overly aggressive techniques can get their client websites banned from the search results. In
2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and
failed to disclose those risks to its clients.[13] Wired magazine reported that the same company sued blogger and SEO
Aaron Wall for writing about the ban.[14] Google’s Matt Cutts later confirmed that Google did in fact ban Traffic
Power and some of its clients.[15]
Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, chats, and seminars. Major search engines provide information and guidelines to help with site optimization.[16][17]
Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website
and also provides data on Google traffic to the website.[18] Bing Webmaster Tools provides a way for webmasters to
submit a sitemap and web feeds, allows users to determine the crawl rate, and track the web pages index status.
5.1.1
Relationship with Google
In 1998, Graduate students at Stanford University, Larry Page and Sergey Brin, developed “Backrub,” a search engine
that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm,
PageRank, is a function of the quantity and strength of inbound links.[19] PageRank estimates the likelihood that a
given page will be reached by a web user who randomly surfs the web, and follows links from one page to another.
In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached
by the random surfer.
Page and Brin founded Google in 1998.[20] Google attracted a loyal following among the growing number of Internet
users, who liked its simple design.[21] Off-page factors (such as PageRank and hyperlink analysis) were considered as
well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google
to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings.
Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes
to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank. Many
sites focused on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link
farms, involved the creation of thousands of sites for the sole purpose of link spamming.[22]
By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the
impact of link manipulation. In June 2007, The New York Times’ Saul Hansell stated Google ranks sites using more
than 200 different signals.[23] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms
they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization, and
have shared their personal opinions.[24] Patents related to search engines can provide information to better understand
search engines.[25]
In 2005, Google began personalizing search results for each user. Depending on their history of previous searches,
Google crafted results for logged in users.[26] In 2008, Bruce Clay said that “ranking is dead” because of personalized
search. He opined that it would become meaningless to discuss how a website ranked, because its rank would potentially be different for each user and each search.[27]
In 2007, Google announced a campaign against paid links that transfer PageRank.[28] On June 15, 2009, Google
disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute
on links. Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat
nofollowed links in the same way, in order to prevent SEO service providers from using nofollow for PageRank
sculpting.[29] As a result of this change the usage of nofollow leads to evaporation of pagerank. In order to avoid the
above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated Javascript and
42
CHAPTER 5. SEARCH ENGINE OPTIMIZATION
thus permit PageRank sculpting. Additionally several solutions have been suggested that include the usage of iframes,
Flash and Javascript.[30]
In December 2009, Google announced it would be using the web search history of all its users in order to populate
search results.[31]
On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find
news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change
to the way Google updated its index in order to make things show up quicker on Google than before. According
to Carrie Grimes, the software engineer who announced Caffeine for Google, “Caffeine provides 50 percent fresher
results for web searches than our last index...”[32]
Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and
relevant. Historically site administrators have spent months or even years optimizing a website to increase search
rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their
algorithms to allow fresh content to rank quickly within the search results.[33]
In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from
other websites and sources. Historically websites have copied content from one another and benefited in search
engine rankings by engaging in this practice, however Google implemented a new system which punishes sites whose
content is not unique.[34] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques
to improve their rankings on the search engine,[35] and the 2013 Google Hummingbird update featured an algorithm
change designed to improve Google’s natural language processing and semantic understanding of web pages.
5.2 Methods
5.2.1
Getting indexed
The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search
results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are
found automatically. Two major directories, the Yahoo Directory and DMOZ, both require manual submission and
human editorial review.[36] Google offers Google Search Console, for which an XML Sitemap feed can be created
and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically
following links[37] in addition to their URL submission console.[38] Yahoo! formerly operated a paid submission
service that guaranteed crawling for a cost per click;[39] this was discontinued in 2009.[40]
Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by
the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages
get crawled.[41]
5.2.2
Preventing crawling
Main article: Robots Exclusion Standard
To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or
directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be
explicitly excluded from a search engine’s database by using a meta tag specific to robots. When a search engine
visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed,
and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached
copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically prevented from
being crawled include login specific pages such as shopping carts and user-specific content such as search results from
internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search
results because those pages are considered search spam.[42]
5.2.3
Increasing prominence
A variety of methods can increase the prominence of a webpage within the search results. Cross linking between
pages of the same website to provide more links to important pages may improve its visibility.[43] Writing content
5.2. METHODS
43
C
34.3%
B
38.4%
A
3.3%
F
3.9%
D
3.9%
E
8.1%
1.6%
1.6%
1.6%
1.6%
1.6%
Search engines use complex mathematical algorithms to guess which websites a user seeks. In this diagram, if each bubble represents
a web site, programs sometimes called spiders examine which sites link to which other sites, with arrows representing these links.
Websites getting more inbound links, or stronger links, are presumed to be more important and what the user is searching for. In
this example, since website B is the recipient of numerous inbound links, it ranks more highly in a web search. And the links “carry
through,” such that website C, even though it only has one inbound link, has an inbound link from a highly popular site (B) while
site E does not. Note: percentages are rounded.
that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to
increase traffic.[43] Updating content so as to keep search engines crawling back frequently can give additional weight
to a site. Adding relevant keywords to a web page’s meta data, including the title tag and meta description, will tend
to improve the relevancy of a site’s search listings, thus increasing traffic. URL normalization of web pages accessible
via multiple urls, using the canonical link element[44] or via 301 redirects can help make sure links to different versions
of the url all count towards the page’s link popularity score.
5.2.4
White hat versus black hat techniques
SEO techniques can be classified into two broad categories: techniques that search engines recommend as part of
good design, and those techniques of which search engines do not approve. The search engines attempt to minimize
the effect of the latter, among them spamdexing. Industry commentators have classified these methods, and the
practitioners who employ them, as either white hat SEO, or black hat SEO.[45] White hats tend to produce results
that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or
permanently once the search engines discover what they are doing.[46]
An SEO technique is considered white hat if it conforms to the search engines’ guidelines and involves no deception.
As the search engine guidelines[16][17][47] are not written as a series of rules or commandments, this is an important
distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content
a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally
summed up as creating content for users, not for search engines, and then making that content easily accessible to
44
CHAPTER 5. SEARCH ENGINE OPTIMIZATION
the spiders, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways
similar to web development that promotes accessibility,[48] although the two are not identical.
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an
invisible div, or positioned off screen. Another method gives a different page depending on whether the page is
being requested by a human visitor or a search engine, a technique known as cloaking.
Another category sometimes used is grey hat SEO. This is in between black hat and white hat approaches where the
methods employed avoid the site being penalised however do not act in producing the best content for users, rather
entirely focused on improving search engine rankings.
Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search
engines’ algorithms, or by a manual site review. One example was the February 2006 Google removal of both BMW
Germany and Ricoh Germany for use of deceptive practices.[49] Both companies, however, quickly apologized, fixed
the offending pages, and were restored to Google’s list.[50]
5.3 As a marketing strategy
SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective
like paid advertising through pay per click (PPC) campaigns, depending on the site operator’s goals.[51] A successful
Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting
up analytics programs to enable site owners to measure results, and improving a site’s conversion rate.[52] In November
2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[53] which now
shows a shift in their focus towards “usefulness” and mobile search.
SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic,
their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and
certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop
sending visitors.[54] Search engines can change their algorithms, impacting a website’s placement, possibly resulting
in a serious loss of traffic. According to Google’s CEO, Eric Schmidt, in 2010, Google made over 500 algorithm
changes – almost 1.5 per day.[55] It is considered wise business practice for website operators to liberate themselves
from dependence on search engine traffic.[56]
In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly
important for SEO.
5.4 International markets
Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines’
market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[57] In markets outside the United States, Google’s share is often larger, and
Google remains the dominant search engine worldwide as of 2007.[58] As of 2006, Google had an 85–90% market
share in Germany.[59] While there were hundreds of SEO firms in the US at that time, there were only about five in
Germany.[59] As of June 2008, the marketshare of Google in the UK was close to 90% according to Hitwise.[60] That
market share is achieved in a number of countries.
As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when
Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are
China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex
and Seznam are market leaders.
Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address.
Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.[59]
5.5. LEGAL PRECEDENTS
45
5.5 Legal precedents
On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against
the search engine Google. SearchKing’s claim was that Google’s tactics to prevent spamdexing constituted a tortious
interference with contractual relations. On May 27, 2003, the court granted Google’s motion to dismiss the complaint
because SearchKing “failed to state a claim upon which relief may be granted.”[61][62]
In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. Kinderstart’s website was
removed from Google’s index prior to the lawsuit and the amount of traffic to the site dropped by 70%. On March
16, 2007 the United States District Court for the Northern District of California (San Jose Division) dismissed
KinderStart’s complaint without leave to amend, and partially granted Google’s motion for Rule 11 sanctions against
KinderStart’s attorney, requiring him to pay part of Google’s legal expenses.[63][64]
5.6 See also
• Blog network
• List of search engines
• Search engine marketing
• Trackback submitter
• Website promotion
5.7 Notes
[1] Ortiz-Cordova, A. and Jansen, B. J. (2012) Classifying Web Search Queries in Order to Identify High Revenue Generating
Customers. Journal of the American Society for Information Sciences and Technology. 63(7), 1426 – 1441.
[2] Beel, Jöran and Gipp, Bela and Wilde, Erik (2010). “Academic Search Engine Optimization (ASEO): Optimizing Scholarly
Literature for Google Scholar and Co.” (PDF). Journal of Scholarly Publishing. pp. 176–190. Retrieved April 18, 2010.
[3] “Inside AdWords: Building for the next moment” Google Inside Adwords May 15, 2015.
[4] “By the Data: For Consumers, Mobile is the Internet” Google for Entrepreneurs Startup Grind September 20, 2015.
[5] Brian Pinkerton. “Finding What People Want: Experiences with the WebCrawler” (PDF). The Second International WWW
Conference Chicago, USA, October 17–20, 1994. Retrieved May 7, 2007.
[6] Danny Sullivan (June 14, 2004). “Who Invented the Term “Search Engine Optimization"?". Search Engine Watch. Retrieved May 14, 2007. See Google groups thread.
[7] “Trademark/Service Mark Application, Principal Register”. Retrieved 30 May 2014.
[8] “Trade Name Certification”. State of Arizona.
[9] Cory Doctorow (August 26, 2001). “Metacrap: Putting the torch to seven straw-men of the meta-utopia”. e-LearningGuru.
Archived from the original on April 9, 2007. Retrieved May 8, 2007.
[10] Pringle, G., Allison, L., and Dowe, D. (April 1998). “What is a tall poppy among web pages?". Proc. 7th Int. World Wide
Web Conference. Retrieved May 8, 2007.
[11] Laurie J. Flynn (November 11, 1996). “Desperately Seeking Surfers”. New York Times. Retrieved May 9, 2007.
[12] “AIRWeb”. Adversarial Information Retrieval on the Web, annual conference. Retrieved Oct 4, 2012.
[13] David Kesmodel (September 22, 2005). “Sites Get Dropped by Search Engines After Trying to 'Optimize' Rankings”.
Wall Street Journal. Retrieved July 30, 2008.
[14] Adam L. Penenberg (September 8, 2005). “Legal Showdown in Search Fracas”. Wired Magazine. Retrieved May 9, 2007.
[15] Matt Cutts (February 2, 2006). “Confirming a penalty”. mattcutts.com/blog. Retrieved May 9, 2007.
46
CHAPTER 5. SEARCH ENGINE OPTIMIZATION
[16] “Google’s Guidelines on Site Design”. google.com. Retrieved April 18, 2007.
[17] “Bing Webmaster Guidelines”. bing.com. Retrieved September 11, 2014.
[18] “Sitemaps”. google.com. Retrieved May 4, 2012.
[19] Brin, Sergey and Page, Larry (1998). “The Anatomy of a Large-Scale Hypertextual Web Search Engine”. Proceedings of
the seventh international conference on World Wide Web. pp. 107–117. Retrieved May 8, 2007.
[20] “Google’s co-founders may not have the name recognition of say, Bill Gates, but give them time: Google hasn't been around
nearly as long as Microsoft.”. 2008-10-15.
[21] Thompson, Bill (December 19, 2003). “Is Google good for you?". BBC News. Retrieved May 16, 2007.
[22] Zoltan Gyongyi and Hector Garcia-Molina (2005). “Link Spam Alliances” (PDF). Proceedings of the 31st VLDB Conference, Trondheim, Norway. Retrieved May 9, 2007.
[23] Hansell, Saul (June 3, 2007). “Google Keeps Tweaking Its Search Engine”. New York Times. Retrieved June 6, 2007.
[24] Danny Sullivan (September 29, 2005). “Rundown On Search Ranking Factors”. Search Engine Watch. Retrieved May 8,
2007.
[25] Christine Churchill (November 23, 2005). “Understanding Search Engine Patents”. Search Engine Watch. Retrieved May
8, 2007.
[26] “Google Personalized Search Leaves Google Labs”. searchenginewatch.com. Search Engine Watch. Retrieved September
5, 2009.
[27] “Will Personal Search Turn SEO On Its Ear? | WebProNews”. www.webpronews.com. Retrieved September 5, 2009.
[28] “8 Things We Learned About Google PageRank”. www.searchenginejournal.com. Retrieved August 17, 2009.
[29] “PageRank sculpting”. Matt Cutts. Retrieved January 12, 2010.
[30] “Google Loses “Backwards Compatibility” On Paid Link Blocking & PageRank Sculpting”. searchengineland.com. Retrieved August 17, 2009.
[31] “Personalized Search for everyone”. Google. Retrieved December 14, 2009.
[32] “Our new search index: Caffeine”. Google: Official Blog. Retrieved May 10, 2014.
[33] “Relevance Meets Real Time Web”. Google Blog.
[34] “Google Search Quality Updates”. Google Blog.
[35] “What You Need to Know About Google’s Penguin Update”. Inc.com.
[36] “Submitting To Directories: Yahoo & The Open Directory”. Search Engine Watch. March 12, 2007. Retrieved May 15,
2007.
[37] “What is a Sitemap file and why should I have one?". google.com. Retrieved March 19, 2007.
[38] “Search Console - Crawl URL”. Google. Retrieved 2015-12-18.
[39] “Submitting To Search Crawlers: Google, Yahoo, Ask & Microsoft’s Live Search”. Search Engine Watch. March 12,
2007. Retrieved May 15, 2007.
[40] “Yahoo Search Submit – Closed in Q4 of 2009”. rickramos.com. Retrieved 2014-01-20.
[41] Cho, J., Garcia-Molina, H. (1998). “Efficient crawling through URL ordering”. Proceedings of the seventh conference on
World Wide Web, Brisbane, Australia. Retrieved May 9, 2007.
[42] “Newspapers Amok! New York Times Spamming Google? LA Times Hijacking Cars.com?". Search Engine Land. May
8, 2007. Retrieved May 9, 2007.
[43] “The Most Important SEO Strategy”. clickz.com. ClickZ. Retrieved April 18, 2010.
[44] “Bing – Partnering to help solve duplicate content issues – Webmaster Blog – Bing Community”. www.bing.com. Retrieved
October 30, 2009.
[45] Andrew Goodman. “Search Engine Showdown: Black hats vs. White hats at SES”. SearchEngineWatch. Retrieved May
9, 2007.
5.8. EXTERNAL LINKS
47
[46] Jill Whalen (November 16, 2004). “Black Hat/White Hat Search Engine Optimization”. searchengineguide.com. Retrieved May 9, 2007.
[47] “What’s an SEO? Does Google recommend working with companies that offer to make my site Google-friendly?". google.com.
Retrieved April 18, 2007.
[48] Andy Hagans (November 8, 2005). “High Accessibility Is Effective Search Engine Optimization”. A List Apart. Retrieved
May 9, 2007.
[49] Matt Cutts (February 4, 2006). “Ramping up on international webspam”. mattcutts.com/blog. Retrieved May 9, 2007.
[50] Matt Cutts (February 7, 2006). “Recent reinclusions”. mattcutts.com/blog. Retrieved May 9, 2007.
[51] “What SEO Isn't”. blog.v7n.com. June 24, 2006. Retrieved May 16, 2007.
[52] Melissa Burdon (March 13, 2007). “The Battle Between Search Engine Optimization and Conversion: Who Wins?".
Grok.com. Retrieved May 9, 2007.
[53] “Search Quality Evaluator Guidelines” How Search Works November 12, 2015.
[54] Andy Greenberg (April 30, 2007). “Condemned To Google Hell”. Forbes. Archived from the original on May 2, 2007.
Retrieved May 9, 2007.
[55] Matt McGee (September 21, 2011). “Schmidt’s testimony reveals how Google tests algorithm changes”.
[56] Jakob Nielsen (January 9, 2006). “Search Engines as Leeches on the Web”. useit.com. Retrieved May 14, 2007.
[57] Graham, Jefferson (August 26, 2003). “The search engine that could”. USA Today. Retrieved May 15, 2007.
[58] Greg Jarboe (February 22, 2007). “Stats Show Google Dominates the International Search Landscape”. Search Engine
Watch. Retrieved May 15, 2007.
[59] Mike Grehan (April 3, 2006). “Search Engine Optimizing for Europe”. Click. Retrieved May 14, 2007.
[60] Jack Schofield (June 10, 2008). “Google UK closes in on 90% market share”. London: Guardian. Retrieved June 10,
2008.
[61] “Search King, Inc. v. Google Technology, Inc., CIV-02-1457-M” (PDF). docstoc.com. May 27, 2003. Retrieved May
23, 2008.
[62] Stefanie Olsen (May 30, 2003). “Judge dismisses suit against Google”. CNET. Retrieved May 10, 2007.
[63] “Technology & Marketing Law Blog: KinderStart v. Google Dismissed—With Sanctions Against KinderStart’s Counsel”.
blog.ericgoldman.org. Retrieved June 23, 2008.
[64] “Technology & Marketing Law Blog: Google Sued Over Rankings—KinderStart.com v. Google”. blog.ericgoldman.org.
Retrieved June 23, 2008.
5.8 External links
• Web Development Promotion at DMOZ
• Google Webmaster Guidelines
• Yahoo! Webmaster Guidelines
• Bing Webmaster Guidelines
• "The Dirty Little Secrets of Search,” article in The New York Times (February 12, 2011)
• Google I/O 2010 – SEO site advice from the experts on YouTube – Technical tutorial on search engine optimization, given at Google I/O 2010.
Chapter 6
Social media marketing
Social Media Marketing describes “an interdisciplinary and cross-functional concept that uses social media (often in
combination with other communications channels) to achieve organizational goals by creating value for stakeholders.”.[1]
Companies address several stakeholders through social media marketing including (potential) customers, (potential)
employees, journalists, bloggers and the general public. On a strategic level, social media marketing includes the
management of the implementation, governance, scope (e.g. more active or passive use) and the establishment of
a firm’s desired social media culture. This requires marketers to incorporate user-generated content (earned media
rather than paid media) into their strategic approach[2][3][4]
6.1 Platforms
Main article: Social media
6.1.1
Social networking websites
Social networking websites allow individuals and businesses to interact with one another and build relationships and
communities online. When companies join these social channels, consumers can interact with them directly.[5] That
interaction can be more personal to users than traditional methods of outbound marketing and advertising.[6]
Social networking sites act as word of mouth or more accurately, e-word of mouth. Social networking sites and blogs
allow followers to “retweet” or “repost” comments made by others about a product being promoted, which occurs
quite frequently on some social media sites.[7] By repeating the message, the user’s connections are able to see the
message, therefore reaching more people. Because the information about the product is being put out there and is
getting repeated, more traffic is brought to the product/company.[6]
Social networking websites are based on building virtual communities, that allow consumers to express their needs,
wants and values, online. Social media marketing then connects these consumers and audiences to businesses that
share the same needs, wants and values.
Through social networking sites, companies can keep in touch with individual followers. This personal interaction
can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites,
products can reach a very narrow target audience.[6]
Social networking sites also include much information about what products and services prospective clients might
be interested in. Through the use of new semantic analysis technologies, marketers can detect buying signals, such
as content shared by people and questions posted online. An understanding of buying signals can help sales people
target relevant prospects and marketers run micro-targeted campaigns.
In order to integrate social networks into their marketing strategies, companies have to develop a marketing model.
In[8] a marketing model (SNeM2S) based on social networks is provided. The model includes the following steps:
• Selection of potential social networks to use;
48
6.2. STRATEGIES
49
• Definition of a financial plan;
• Definition of organizational structures to manage the social network in the market;
• Selection of target;
• Promotion of products and services;
• Performance measures
In 2014, over 80% of business executives identified social media as an integral part of their business.[9] Business
retailers have seen 133% increases in their revenues from social media marketing.[10]
6.1.2
Mobile phones
Just under half the world’s population is currently on the Internet. Roughly 75% of those people are on social media
and ¾ of those folks have social media accounts on their mobile phones.
Mobile phone usage is beneficial for social media marketing because mobile phones have social networking capabilities, allowing individuals immediate web browsing and access to social networking sites. Mobile phones have grown
at a rapid rate, fundamentally altering the path-to-purchase process by allowing consumers to easily obtain pricing and
product information in real time[11] and allowing companies to constantly remind and update their followers. Many
companies are now putting QR (Quick Response) codes along with products for individuals to access the company
website or online services with their smart phones. Retailers use QR codes to facilitate consumer interaction with
brands by linking the code to brand websites, promotions, product information, or any other mobile-enabled content.
Mobile devices and The internet also influence the way consumers interact with media and has many further implications for TV ratings, advertising, mobile commerce and more. Mobile media consumption such as mobile audio
streaming or mobile video are on the rise – in the United States, more than 100 million users are projected to access
online video content via mobile device. Mobile video revenue consists of pay-per-view downloads, advertising, and
subscriptions. As of 2013, worldwide mobile phone Internet user penetration was 73.4%. In 2017, figures suggest
that more than 90% of Internet users will access online content through their phones.[12]
6.2 Strategies
There are two basic strategies for engaging the social media as marketing tools:
6.2.1
The passive approach
Social media can be a useful source of market information and customer’s voice. Blogs, content communities, and
forums are platforms where individuals share their reviews and recommendations of brands, products, and services.
Businesses are able to tap and analyze the customer voice generated in social media for marketing purposes;[13] in
this sense the social media is an inexpensive source of market intelligence which can be used by marketers to track
problems and market opportunities. For example, the internet erupted with videos and pictures of iPhone 6 bend
test which showed that the coveted phone would bend merely by hand. The so-called “bend gate” controversy[14]
created confusion amongst customers who had waited months for the launch of the latest rendition of the iPhone.
However, Apple promptly issued a statement saying that the problem was extremely rare and that the company had
taken several steps to make the mobile device robust. Unlike traditional market research methods such as surveys,
focus groups, and data mining which are time-consuming and costly, marketers can now utilize social media to obtain
‘live’ information about consumer behavior. This can be extremely useful in a highly dynamic market structure in
which we now live.
6.2.2
The active approach
Social media can be used not only as public relations and direct marketing tools but also as communication channels (targeting specific audiences with social media influencers) and as customer engagement tools.[13] Facebook and
LinkedIn are leading social media platforms where users can hyper-target their ads. Hypertargeting not only uses
50
CHAPTER 6. SOCIAL MEDIA MARKETING
public profile information but also information users submit but hide from others.[15] There are several examples of
firms initiating some form of online dialog with the public to foster relations with customers. According to Constantinides, Lorenzo and Gómez Borja (2008) “Business executives like Jonathan Swartz, President and CEO of Sun
Microsystems, Steve Jobs CEO of Apple Computers, and McDonalds Vice President Bob Langert post regularly in
their CEO blogs, encouraging customers to interact and freely express their feelings, ideas, suggestions or remarks
about their postings, the company or its products”.[13] Using customer influencers (for example popular bloggers) can
be a very efficient and cost-effective method to launch new products or services[16] Narendra Modi current prime
minister of India ranks only second after President Barack Obama in a number of fans on his official Facebook page
at 21.8 million and counting.[17] Modi employed social media platforms to circumvent traditional media channels to
reach out to the young and urban population of India which is estimated to be 200 million.
6.3 Engagement
In the context of the social web, engagement means that customers and stakeholders are participants rather than
viewers. Social media in business allows all consumers to express and share an opinion or an idea somewhere along
the business’s path to market. Each participating customer becomes part of the marketing department, as other
customers read their comments or reviews. The engagement process is then fundamental to successful social media
marketing.[18]
With the advent of social media marketing, it has become increasingly important to gain customer interest which
can eventually be translated into buying behavior. New online marketing concepts of engagement and loyalty have
emerged which aim to build customer participation and reputation.[19]
Engagement in social media for the purpose of your social media strategy is divided into two parts:
1. Proactive posting of new content and conversations, as well as the sharing of content and information from others
2. Reactive conversations with social media users responding to those who reach out to your social media profiles
through commenting or messaging[20]
Traditional media is limited to one-way interaction with customers or ‘push and tell’ where only specific information
is given to the customer without any mechanism to obtain customer feedback. On the other hand, social media is
participative where customers are able to share their views on brands, products, and services. Traditional media gives
the control of message to the marketer whereas social media shifts the balance to the consumer.
6.4 Campaigns
6.4.1
Betty White
Social networking sites can have a large impact on the outcome of events. In 2010, a Facebook campaign surfaced
in the form of a petition. Users virtually signed a petition asking NBC Universal to have actress Betty White host
Saturday Night Live.[21][22] Once signed, users forwarded the petition to all of their followers. The petition went viral
and on May 8, 2010, Betty White hosted SNL.
6.4.2
2008 US presidential election
The 2008 US presidential campaign had a huge presence on social networking sites. Barack Obama, a virtually
unknown Democratic candidate, utilized 15 different social media websites to form relationships with the millions
of American citizens who utilize those networks. His social networking profile pages were constantly being updated
and interacting with followers. By the end of his campaign, Obama had 5 million social media network supporters
(2.5 million on Facebook and 115,000 on Twitter). The use of social networking sites in his marketing campaign
gave Barack Obama’s campaign access to e-mail addresses, as posted on social network profile pages. This allowed
the Democratic Party to launch e-mail campaigns asking for votes and campaign donations.[23]
6.5. PURPOSES AND TACTICS
6.4.3
51
Local businesses
Small businesses also use social networking sites as a promotional technique. Businesses can follow individuals social
networking site uses in the local area and advertise specials and deals. These can be exclusive and in the form of “get
a free drink with a copy of this tweet”. This type of message encourages other locals to follow the business on the
sites in order to obtain the promotional deal. In the process, the business is getting seen and promoting itself (brand
visibility).
6.4.4
Kony 2012
A short film released on March 5, 2012, by humanitarian group Invisible Children, Inc. This 29-minute video aimed
at making Joseph Kony, an International Criminal Court fugitive, famous worldwide in order to have support for
his arrest by December 2012; the time when the campaign ends.[24] The video went viral within the first six days
after its launch, reaching 100 million views on both YouTube and Vimeo.[25] According to research done by Visible
Measures, the Kony 2012 short film became the fastest growing video campaign, and most viral video, to reach 100
million views in 6 days followed by Susan Boyle performance on Britain’s Got Talent that reached 70 million views
in 6 days.[26][27]
6.4.5
Nike #MakeItCount
In early 2012, Nike introduced its Make It Count social media campaign. The campaign kickoff began YouTubers
Casey Neistat and Max Joseph launching a YouTube video, where they traveled 34,000 miles to visit 16 cities in 13
countries. They promoted the #makeitcount hashtag, which millions of consumers shared via Twitter and Instagram
by uploading photos and sending tweets.[28] The #MakeItCount YouTube video went viral and Nike saw an 18%
increase in profit in 2012, the year this product was released.
6.4.6
Lay’s-Do Us a Flavor
In 2012, Lays created an annual social media campaign that allowed fans to create their own flavor for a $1 million
prize for whatever flavor was voted the best. After 3.8 million submissions from fans who participated, the top three
choices were Cheesy Garlic Bread, Chicken & Waffles, and Sriracha. The fans were now able to purchase the three
flavors in stores then cast their vote on Facebook or Twitter for the best flavor. Lays gained a 12% increase in sales
during the contest. Garlic Cheesy Bread was eventually named the winner of the contest.[29]
6.5 Purposes and Tactics
One of the main purposes of employing Social Media in marketing is as a communications tool that makes the
companies accessible to those interested in their product and makes them visible to those who have no knowledge of
their products.[30] These companies use social media to create buzz, learn from and target customers. It’s the only
form of marketing that can finger consumers at each and every stage of the consumer decision journey.[31] Marketing
through social media has other benefits as well. Of the top 10 factors that correlate with a strong Google organic
search, seven are social media dependent. This means that if brands are less or non-active on social media, they
tend to show up less on Google searches.[32] While platforms, such as Twitter, Facebook and Google+ have a larger
amount of monthly users, The visual media sharing based mobile platforms however, garner a higher interaction rate
in comparison and have registered the fastest growth and have changed the ways in which consumers engage with
brand content. Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as opposed to
Twitter which has a .03% interaction rate with an average of 210 million monthly users.[32] Unlike traditional media
that are often cost-prohibitive to many companies, a social media strategy does not require astronomical budgeting.[33]
To this end, companies make use of platforms such as Facebook, Twitter, YouTube and Instagram in order to reach
audiences much wider than through the use of traditional print/TV/radio advertisements alone at a fraction of the cost,
as most social networking sites can be used at no cost. This has changed the ways that companies approach to interact
with customers, as a substantial percentage of consumer interactions are now being carried out over online platforms
with much higher visibility. Customers can now post reviews of products and services, rate customer service and
ask questions or voice concerns directly to companies through social media platforms. Thus social media marketing
52
CHAPTER 6. SOCIAL MEDIA MARKETING
is also used by businesses in order to build relationships of trust with consumers.[34] To this aim, companies may
also hire personnel to specifically handle these social media interactions, who usually report under the title of Online
community managers. Handling these interactions in a satisfactory manner can result in an increase of consumer
trust. To both this aim and to fix the public’s perception of a company, 3 steps are taken in order to address consumer
concerns, identifying the extent of the social chatter, engaging the influencers to help, and developing a proportional
response.[35]
6.5.1
Twitter
Twitter allows companies to promote their products in short messages known as tweets limited to 140 characters
which appear on followers’ Home timelines.[36] Tweets can contain text, Hashtag, photo, video, Animated GIF,
Emoji, or links to the product’s website and other social media profiles, etc.[37] Twitter is also used by companies
to provide customer service.[38] Some companies make support available 24/7 and answer promptly, thus improving
brand loyalty and appreciation.
6.5.2
Facebook
Facebook pages are far more detailed than Twitter accounts. They allow a product to provide videos, photos, and
longer descriptions, and testimonials as other followers can comment on the product pages for others to see. Facebook
can link back to the product’s Twitter page as well as send out event reminders. As of May 2015, 93% of businesses
marketers use Facebook to promote their brand.[39]
A study from 2011 attributed 84% of “engagement” or clicks to Likes that link back to Facebook advertising.[40] By
2014, Facebook had restricted the content published from businesses’ and brands’ pages. Adjustments in Facebook
algorithms have reduced the audience for non-paying business pages (that have at least 500,000 “Likes”) from 16%
in 2012 down to 2% in February 2014.[41] [42][43]
6.5.3
Google+
Google+, in addition to providing pages and some features of Facebook, is also able to integrate with the Google
search engine. Other Google products are also integrated, such as Google Adwords and Google Maps. With the
development of Google Personalized Search and other location-based search services, Google+ allows for targeted
advertising methods, navigation services, and other forms of location-based marketing and promotion. Google+ can
also be beneficial for other digital marketing campaigns, as well as social media marketing. Google+ authorship was
known to have a significant benefit on a website’s search engine optimization/, before the relationship was removed
by Google. Google+ is one of the fastest growing social media networks and can benefit almost any business.
6.5.4
LinkedIn
LinkedIn, a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others.[44] Through the use of widgets, members can promote their
various social networking activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn
profile page.[45] LinkedIn provides its members the opportunity to generate sales leads and business partners.[46]
Members can use “Company Pages” similar to Facebook pages to create an area that will allow business owners to
promote their products or services and be able to interact with their customers.[47] Due to spread of spam mail sent to
job seeker, leading companies prefer to use LinkedIn for employee’s recruitment instead using different a job portal.
Additionally, companies have voiced a preference for the amount of information that can be gleaned from a LinkedIn
profile, versus a limited email.[48]
6.5.5
Yelp
Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by location, similar
to Yellow Pages. The website is operational in seven different countries, including the United States and Canada.
Business account holders are allowed to create, share, and edit business profiles. They may post information such as
the business location, contact information, pictures, and service information. The website further allows individuals
6.5. PURPOSES AND TACTICS
53
to write, post reviews about businesses and rate them on a five-point scale. Messaging and talk features are further
made available for general members of the website, serving to guide thoughts and opinions.[49]
6.5.6
Foursquare
Foursquare is a location-based social networking website, where users can check into locations via a Swarm app on
their smartphones. Foursquare allows businesses to create a page or create a new/claim an existing venue.[50]
6.5.7
Instagram
In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was 15 times higher
than of Facebook and 25 times higher than that of Twitter.[51] According to Scott Galloway, the founder of L2 and
a professor of marketing at New York University’s Stern School of Business, latest studies estimate that 93% of
prestige brands have an active presence on Instagram and include it in their marketing mix.[52] When it comes to
brands and businesses, Instagram’s goal is to help companies to reach their respective audiences through captivating
imagery in a rich, visual environment.[53] Moreover, Instagram provides a platform where user and company can
communicate publicly and directly, making itself an ideal platform for companies to connect with their current and
potential customers.[54]
Many brands are now heavily using this mobile app to boost their visual marketing strategy. Instagram can be used
to gain the necessary momentum needed to capture the attention of the market segment that has an interest in the
product offering or services.[55] As Instagram is supported by Apple and android system, it can be easily accessed
by smartphone users. Moreover, it can be accessed by the Internet as well. Thus, the marketers see it as a potential
platform to expand their brands exposure to the public, especially the younger target group. On top of this, marketers
do not only use social media for traditional Internet advertising, but they also encourage users to create attention for a
certain brand. This generally creates an opportunity for greater brand exposure.[56] Furthermore, marketers are also
using the platform to drive social shopping and inspire people to collect and share pictures of their favorite products.
Many big names have already jumped on board: Starbucks, MTV, Nike, Marc Jacobs, Red Bull are a few examples
of multinationals that adopted the mobile photo app early.
Instagram has proven itself a powerful platform for marketers to reach their customers and prospects through sharing
pictures and brief messages. According to a study by Simply Measured, 71% of the world’s largest brands are now using Instagram as a marketing channel.[57] For companies, Instagram can be used as a tool to connect and communicate
with current and potential customers. The company can present a more personal picture of their brand, and by doing
so the company conveys a better and true picture of itself. The idea of Instagram pictures lies on on-the-go, a sense
that the event is happening right now, and that adds another layer to the personal and accurate picture of the company. Another option Instagram provides the opportunity for companies to reflect a true picture of the brandfrom the
perspective of the customers, for instance, using the user-generated contents thought the hashtags encouragement.[58]
Other than the filters and hashtags functions, the Instagram’s 15-second videos and the recently added ability to send
private messages between users have opened new opportunities for brands to connect with customers in a new extent,
further promoting effective marketing on Instagram.
6.5.8
YouTube
YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language
used in the commercials and the ideas used to promote the product reflect the audience’s style and taste.
Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage
YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, “for example, a user who searches for
a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along
with other videos.”[59] YouTube also enable publishers to earn money through its YouTube Partner Program.
6.5.9
Social Bookmarking Sites
Web sites such as Delicious, Digg, Slashdot, Diigo, Stumbleupon and Reddit are popular social bookmarking sites
used in social media promotion. Each of these sites is dedicated to the collection, curation, and organization of
54
CHAPTER 6. SOCIAL MEDIA MARKETING
links to other websites. This process is crowdsourced, allowing members to sort and prioritize links by relevance and
general category. Due to the large user bases of these websites, any link from one of them to another, the smaller
website usually results in a flash crowd. In addition to user-generated promotion, these sites also offer advertisements
within individual user communities and categories.[60] Because ads can be placed in designated communities with a
very specific target audience and demographic, they have far greater potential for traffic generation than ads selected
simply through cookie and browser history.[61] Additionally, some of these websites have also implemented measures
to make ads more relevant to users by allowing users to vote on which ones will be shown on pages they frequent.[62]
The ability to redirect large volumes of web traffic and target specific, relevant audiences makes social bookmarking
sites a valuable asset for social media marketers.
6.5.10
Blogs
Platforms like LinkedIn create an environment for companies and clients to connect online.[63] Companies that recognize the need for information, originality/ and accessibility employ blogs to make their products popular and unique/
and ultimately reach out to consumers who are privy to social media.[64]
Blogs allow a product or company to provide longer descriptions of products or services, can include testimonials
and can link to and from other social network and blog pages. Blogs can be updated frequently and are promotional
techniques for keeping customers, and also for acquiring followers and subscribers who can then be directed to social
network pages.
Online communities can enable a business to reach the clients of other businesses using the platform. To allow firms
to measure their standing in the corporate world, sites enable employees to place evaluations of their companies.[63]
Some businesses opt out of integrating social media platforms into their traditional marketing regimen. There are also
specific corporate standards that apply when interacting online.[63] To maintain an advantage in a business-consumer
relationship, businesses have to be aware of four key assets that consumers maintain: information, involvement,
community, and control.[65]
6.5.11
Tumblr
Tumblr first launched ad products on May 29, 2012.[66] Rather than relying on simple banner ads, Tumblr requires
advertisers to create a Tumblr blog so the content of those blogs can be featured on the site.[67] In one year, four
native ad formats were created on web and mobile, and had more than 100 brands advertising on Tumblr with 500
cumulative sponsored posts.
Ad formats
• Sponsored Mobile Post – Advertisements (Advertisers’ blog posts) will show up on user’s Dashboard when
the user is on a mobile device such as smartphones and tablets, allowing them to like, reblog, and share the
sponsored post.
• Sponsored Web Post – “Largest in-stream ad unit on the web” that catches the users’ attention when looking
at their Dashboard through their computer or laptop. It also allows the viewers to like, reblog, and share it.
• Sponsored Radar – Radar picks up exceptional posts from the whole Tumblr community based on their
originality and creativity. It is placed on the right side next to the Dashboard, and it typically earns 120 million
daily impressions. Sponsored radar allows advertisers to place their posts there to have an opportunity to earn
new followers, Reblogs, and Likes.
• Sponsored Spotlight – Spotlight is a directory of some of the popular blogs throughout the community and
a place where users can find new blogs to follow. Advertisers can choose one category out of fifty categories
that they can have their blog listed on there.[68]
These posts can be one or more of the following: images, photo sets, animated GIFs, video, audio, and text posts. For
the users to differentiate the promoted posts to the regular users’ posts, the promoted posts have a dollar symbol on the
corner. On May 6, 2014, Tumblr announced customization and theming on mobile apps for brands to advertise.[69]
6.6. MARKETING TECHNIQUES
55
Advertising Campaign on Tumblr
• Disney/Pixar’s Monsters University: Created a Tumblr account, MUGrumblr, saying that the account is maintained by a ‘Monstropolis transplant’ and ‘self-diagnosed coffee addict’ who is currently a sophomore at Monsters University.[70] A “student” from Monsters University uploaded memes, animated GIFs, and Instagram-like
photos that are related to the sequel movie.
• Apple’s iPhone 5c: Created a Tumblr page, labeling it “Every color has a story” with the website name:
“ISee5c”. As soon as you visit the website, the page is covered with different colors representing the iPhone
5c phone colors and case colors. When you click on one of the colored section, a 15-second video plays a
song and “showcases the dots featured on the rear of the iPhone 5c official cases and on the iOS 7 dynamic
wallpapers...”,[71] concluding with words that are related to the video’s theme.
6.6 Marketing techniques
Social media marketing involves the use of social networks, consumer’s online brand-related activities (COBRA) and
electronic word of mouth (eWOM)[72][73] to successfully advertise online. Social networks such as Facebook and
Twitter provide advertisers with information about the likes and dislikes of their consumers.[59] This technique is
crucial, as it provides the businesses with a “target audience”.[59] With social networks, information relevant to the
user’s likes is available to businesses; who then advertise accordingly.
Activities such as uploading a picture of your “new Converse sneakers to Facebook[72] ” is an example of a COBRA.[72][73] Electronic recommendations and appraisals are a convenient manner to have a product promoted via
“consumer-to-consumer interactions.[72][72] An example of eWOM would be an online hotel review;[74] the hotel
company can have two possible outcomes based on their service. A good service would result in a positive review
which gets the hotel free advertising via social media, however, a poor service will result in a negative consumer
review which can potentially harm the company’s reputation.
Social Networking sites such as Facebook, Instagram, twitter, MySpace etc. have all influenced the buzz of word
of mouth marketing. In 1999 Misner said that word-of mouth marketing is, “the world’s most effective, yet least
understood marketing strategy” (Trusov, Bucklin, & Pauwels, 2009, p. 3). [75] Through Opinion Leaders:
The more recent buzz of word-of-mouth marketing is due to the rise in use of social media and smart-phone. Businesses and marketers have noticed that, “a persons behaviour is influenced by many small groups” (Kotler, Burton,
Deans, Brown, & Armstrong, 2013, p. 189). These small groups rotate around social networking accounts that are
run by influential people have followers of groups. The types of groups (followers) are called: [76] 1. Reference
groups: either face-to-face or have an indirect influence on a persons attitude or behaviour. 2. Membership groups:
direct influence to a person’s attitude or behaviour. 3. Aspirational groups: Groups, which an individual wishes to
belong.
Marketers target influential people on social media who are recognised as being opinion leaders and opinion formers
to send messages to their target audiences. Marketers have come to the understanding that “consumers are more
prone to believe in other individuals” (Sepp, Liljander, & Gummerus, 2011). OL’s and OF’s can also send their own
messages about products and services they choose (Fill, Hughes, & De Francesco, 2013, p. 216). The reason the
opinion leader or formers have such a strong following base is because their opinion is valued or trusted (Clement,
Proppe, & Rott, 2007). They can review products and services for their followings, which can be positive or negative
towards the brand. OL’s and OF’s are people who have a social status and because of their personality, beliefs,
values etc. have the potential to influence other people (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p. 189).
They usually have a large amount of followers otherwise known as their reference, membership or aspirational group
(Kotler, Burton, Deans, Brown, & Armstrong, 2013, p. 189. By having an OL or OF support a brands product by
posting a photo, video or written recommendation on a blog, the following may be influenced and because they trust
the OL/OF a high chance of the brand selling more products or creating a following base. Having an OL/OF helps
spread word of mouth talk amongst reference groups and/or memberships groups e.g. family, friends, work-friends
etc. (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p. 189).
[77] [78] [79] [80] [80] [80]
The adjusted communication model shows the use of using opinion leaders and opinion formers. The sender/source
gives the message to many, many OL’s/OF’s who pass the message on along with their personal opinion, the receiver
(followers/groups) form their own opinion and send their personal message to their group (friends, family etc) (Dahlen,
Lange, & Smith, 2010, p. 39). [81]
56
CHAPTER 6. SOCIAL MEDIA MARKETING
Messages: The platform of social media is another channel or sites that business’ and brands must control the content of. As well as magazines, newspapers, radio advertisements, television advertisements the content needs to be
consistent throughout. Heath (2006) wrote about the extent of attention businesses should give to their social media
sites. It is about finding a balance between frequently posting but not over posting. There is a lot more attention to be
paid towards social media sites because people need updates to gain brand recognition. Therefore a lot more content
is need and this can often be unplanned content. [82] Planned and Unplanned content:
Planned Content: Planned content begins with the creative/marketing team generating their ideas, once they have
completed their ideas they send them off for approval. There is two general ways of doing so. The first is where
each sector approves the plan one after another, editor, brand, followed by the legal team (Brito, 2013). Sectors may
differ depending on the size and philosophy of the business. The second is where each sector is given 24 hours (or
such designated time) to sign off or disapprove. If no action is given within the 24-hour period the original plan is
implemented. Planned content is often noticeable to customers and is un-original or lacks excitement but is also a
safer option to avoid unnecessary backlash from the public. [83] Issues: Both routes for planned content are time
consuming as in the above; the first way to approval takes 72 hours to be approved. Although the second route can
be significantly shorter it also holds more risk particularly in the legal department.
Unplanned Content: Unplanned content is an ‘in the moment’ idea, “a spontaneous, tactical reaction.” (Cramer, 2014,
p. 6). The content could be trending and not have the time to take the planned content route. The unplanned content is
posted sporadically and is not calendar/date/time arranged (Deshpande, 2014). [84] [85] Issues: Issues with unplanned
content revolve around legal issues and whether the message being sent out represents the business/brand accordingly.
The main difference between planned and unplanned is the time to approve the content. Unplanned content must still
be approved by sectors but in a much more timely manner e.g. 1–2 hours or less. Sectors may miss errors because
of being hurried. When using unplanned content Brito (2013) says, “be prepared to be reactive and respond to issues
when they arise.” [83]
Crisis Escalation Plan Brito (2013) writes about having a, “crisis escalation plan”, because, “It will happen”. The
plan involves breaking down the issue into topics and classifying the issue into groups. Colour coding the potential
risk “identify and flag potential risks” also helps to organise an issue. The problem can then be handled by the correct
team and dissolved more effectively rather than any person at hand trying to solve the situation. [83]
6.7 Tools
Besides research tools, various companies provide specialized platforms and tools for social media marketing:[86]
• Social media measurement
• Social network aggregation
• Social bookmarking
• Social analytics
• Social media mining
• Social network analysis
• Automation
• Social media
• Blog marketing
• Validation
• Brand ambassador
6.8 Implications on traditional advertising
6.8. IMPLICATIONS ON TRADITIONAL ADVERTISING
6.8.1
57
Minimizing use
Traditional advertising techniques include print and television advertising. The Internet has already overtaken television as the largest advertising market.[87] Web sites often include the banner or pop-up ads. Social networking sites
don’t always have ads. In exchange, products have entire pages and are able to interact with users. Television commercials often end with a spokesperson asking viewers to check out the product website for more information. Print
ads are also starting to include QR codes on them. These QR codes can be scanned by cell phones and computers,
sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the
electronic ones.
6.8.2
Leaks
The Internet and social networking leaks are one of the issues facing traditional advertising. Video and print ads
are often leaked to the world via the Internet earlier than they are scheduled to premiere. Social networking sites
allow those leaks to go viral, and be seen by many users more quickly. The time difference is also a problem facing
traditional advertisers. When social events occur and are broadcast on television, there is often a time delay between
airings on the east coast and west coast of the United States. Social networking sites have become a hub of comment
and interaction concerning the event. This allows individuals watching the event on the west coast (time-delayed) to
know the outcome before it airs. The 2011 Grammy Awards highlighted this problem. Viewers on the west coast
learned who won different awards based on comments made on social networking sites by individuals watching live on
the east coast.[88] Since viewers knew who won already, many tuned out and ratings were lower. All the advertisement
and promotion put into the event was lost because viewers didn’t have a reason to watch.
6.8.3
Social media marketing mishaps
Social media marketing provides organizations with a way to connect with their customers. However, organizations
must protect their information as well as closely watch comments and concerns on the social media they use. A
flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a
combined $4.3 million in damages in 2010.[89] The top three social media incidents an organization faced during the
previous year included employees sharing too much information in public forums, loss or exposure of confidential
information, and increased exposure to litigation.[89] Due to the viral nature of the internet, a mistake by a single
employee has in some cases shown to result in devastating consequences for organizations.
An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in 2011. When Kenneth Cole
tweeted, “Millions are in uproar in #Cairo. Rumor has they heard our new spring collection is now available online
at [Kenneth Cole’s website]".[90] This reference to the 2011 Egyptian Revolution drew an objection from the public;
it was widely objected to on the Internet.[90] Kenneth Cole realized his mistake shortly after and responded with a
statement apologizing for the tweet.[91]
In 2012 during Hurricane Sandy, Gap sent out a tweet to its followers telling them to stay safe but encouraged them
to shop online and offered free shipping. The tweet was deemed insensitive and Gap eventually took it down and
apologized.[92]
Numerous additional online marketing mishap examples exist. Examples include a YouTube video of a Domino’s
Pizza employee violating health code standards, which went viral on the internet and later resulted in felony charges
against two employees.[89][93] A Twitter hashtag posted by McDonald’s in 2012 attracting attention due to numerous
complaints and negative events customers experienced at the chain store; and a 2011 tweet posted by a Chrysler
Group employee that no one in Detroit knows how to drive.[94] When the Link REIT opened a Facebook page to
recommend old-style restaurants, the page was flooded by furious comments criticizing the REIT for having forced
a lot of restaurants and stores to shut down; it had to terminate its campaign early amid further deterioration of its
corporate image.[95]
6.8.4
Ethics of Social Media Marketing
The code of ethics that is affiliated with traditional marketing can also be applied to social media, however with
social media being so personal and international, there is another list of complications and challenges that come along
with being ethical online. With the invention of social media, the marketer no longer has to focus solely on the
basic demographics and psychographics given from television and magazines, but now they can see what consumers
58
CHAPTER 6. SOCIAL MEDIA MARKETING
like to hear from advertisers, how they engage online, and what their needs and wants are.[96] The general concept
of being ethical while marking on social network sites is to be honest with the intentions of the campaign, avoid
false advertising, be aware of user privacy conditions (which means not using consumers’ private information for
gain), respect the dignity of persons in the shared online community, and claim responsibility for any mistakes or
mishaps that are results of your marketing campaign.[97] Most social network marketers use websites like Facebook
and MySpace to try to drive traffic to another website.[98] While it is ethical to use social networking websites to spread
a message to people who are genuinely interested, many people game the system with auto-friend adding programs
and spam messages and bulletins. Social networking websites are becoming wise to these practices, however, and are
effectively weeding out and banning offenders.
In addition, social media platforms have become extremely aware of their users and collect information about their
viewers to connect with them in various ways. Social-networking website Facebook Inc. is quietly working on a new
advertising system that would let marketers target users with ads based on the massive amounts of information people
reveal on the site about themselves[99] This may be an unethical or ethical feature to some individuals. Some people
may react negatively because they believe it is an invasion of privacy. On the other hand, some individuals may
enjoy this feature because their social network recognizes their interests and sends them particular advertisements
pertaining to those interests. Consumers like to network with people who have interests and desires that are similar to
their own.[100] Individuals who agree to have their social media profile public, should be aware that advertisers have
the ability to take information that interests them to be able to send them information and advertisements to boost
their sales. Managers invest in social media to foster relationships and interact with customers.[101] This is an ethical
way for managers to send messages about their advertisements and products to their consumers.
6.9 Metrics for social media marketing
6.9.1
Web site reports
This involves tracking the volume of visits, leads, and customers to a website from the individual social channel.
Google Analytics[102] is a free tool that shows the behavior and other information, such as demographics and device
type used, of website visitors from social networks. This and other commercial offers can aid marketers in choosing
the most effective social networks and social media marketing activities.
6.9.2
Return on investment data
See also: Return on investment
The end goal of any marketing effort is to generate sales. Although social media is a useful marketing tool, it is often
difficult to quantify to what extent it is contributing to profit. ROI can be measured by comparing marketing analytic
value to contact database or CRM and connect marketing efforts directly to sales activity.
6.9.3
Customer response rates
Several customers are turning towards social media to express their appreciation or frustration with brands, product
or services. Therefore, marketers can measure the frequency of which customers are discussing their brand and judge
how effective their SMM strategies are. In recent studies, 72% of people surveyed expressed that they expected a
response to their complaints on Twitter within an hour.[103]
6.9.4
Reach and virality
Popular social media such as Facebook, Twitter, LinkedIn and other social networks can provide marketers with a
hard number of how large their audience is nevertheless a large audience may not always translate into a large sales
volumes. Therefore, an effective SMM cannot be measured by a large audience but rather by vigorous audience
activity such as social shares, retweets etc.
6.10. SEE ALSO
59
6.10 See also
• Social media optimization
• Marketing
• Internet marketing
• Integrated marketing communications
• Web 2.0
• Visual marketing
6.11 References
[1] Felix, R., Rauschnabel, P.A.; Hinsch, C. (2016). “Elements of Strategic Social Media Marketing: A Holistic Framework”.
Journal of Business Research.
[2] Filieri, Raffaele (2015). “What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM” (PDF). Journal of Business Research 68 (6): 1261–1270. doi:10.1016/j.jbusres.2014.11.006.
Retrieved April 14, 2016.
[3] Schivinski, Bruno; Dąbrowski, D. (2013). April 2013 “The Impact of Brand Communication on Brand Equity Dimensions
and Brand Purchase Intention Through Facebook” Check |url= value (help). Working Paper Series A, Gdansk University of
Technology, Faculty of Management and Economics 4 (4): 2–23.
[4] How Social Media Is Changing Paid, Earned & Owned Media. Mashable.com (2011-06-23). Retrieved on 2013-07-28.
[5] Zhang, M., Jansen, B. J., and Chowdhury, A. (2011) Influence of Business Engagement in Online Word-of-mouth Communication on Twitter: A Path Analysis. Electronic Markets: The International Journal on Networked Business. 21(3),
161-175.
[6] Assaad, Waad; Jorge Marx Gomez. “Social Network in marketing (Social Media Marketing) Opportunities and Risks” 2
(1). Retrieved 7 February 2013.
[7] Jansen, B. J., Zhang, M, Sobel, K, and Chowdury, A (2009) Twitter Power: Tweets as Electronic Word of Mouth. Journal
of the American Society for Information Sciences and Technology, 60(11), 2169–2188
[8] D'Andrea Alessia, Ferri Fernando, Grifoni Patrizia (2012). “SNeM2S: a Social Network Model for Marketing Strategies”.
International journal of e-business development 2 (3): 103.
[9] Bennett, Shea (April 25, 2014). “Social Media Business Statistics, Facts, Figures & Trends 2014”. Retrieved 2016-04-06.
[10] Bowden, J. (March 17, 2014). The Impact of Social Media Marketing Trends on Digital Marketing. socialmediatoday.com
[11] Ryu, Jay Sung (2013). “Mobile Marketing Communications in the Retail Environment: A comparison of QR code users
and non users”. International Journal of Mobile Marketing.
[12] “Mobile Internet”. www.statista.com. Retrieved 12 September 2015.
[13] Constantinides E., Lorenzo C., Gómez M.A. (2008). Social Media: A New Frontier for Retailers?. European Retail Research
22. pp. 1–28. doi:10.1007/978-3-8349-8099-1_1. ISBN 978-3-8349-8099-1.
[14] Welch, Chris. “Apple says iPhone 6 Plus bending through normal use is 'extremely rare'". The Verge. Vox Media. Retrieved
12 September 2015.
[15] Shih, Clara (2011). The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate. Boston: Prentice
Hall. p. 111. ISBN 978-0-13-708512-5.
[16] Gillin, P. (2007): The New Influencers, a Marketer’s Guide to the new Social Media, Sanger, CA.
[17] Willis, Derek (2014-09-26) Narendra Modi, the Social Media Politician. New York Times
[18] Evans, Dave (16 September 2010). Social Media Marketing: The Next Generation of Business Engagement. John Wiley &
Sons. pp. 15–. ISBN 978-0-470-94421-9. Retrieved 28 July 2013.
[19] “Item Availability @ Pitt”. Retrieved 12 September 2015.
60
CHAPTER 6. SOCIAL MEDIA MARKETING
[20] Schaffer, Neal. Maximize Your Social : A One-Stop Guide to Building a Social Media Strategy for Marketing and Business
Success. Somerset, NJ, USA: John Wiley & Sons, 2013. ProQuest ebrary. Web. 3 December 2014. Copyright © 2013.
John Wiley & Sons. All rights reserved.
[21] Itzkoff, Dave (2010-05-10). “Betty White Helps Boost Ratings of ‘SNL'". The New York Times.
[22] Levin, Gary (2010-03-12). “Live, from New York, it’s ... Betty White hosting 'SNL'". USA Today.
[23] Chang, Victoria. “Obama and the power of social media and technology” (PDF). Stanford. Retrieved 4 August 2015.
[24] Smith, Kay. “Kony 2012: The Ultimate Social Media Campaign?". Social Media Marketing. Business 2 Community.
Retrieved 29 March 2012.
[25] Padilla '13, Camille A. (21 March 2012). “Kony 2012: 6 days, 100 million hits”. The Hawk. Retrieved 29 March 2012.
[26] Jones, Melanie (12 March 2012). “Joseph Kony 2012 Campaign Now Most Successful Viral Video In History”. International Business Times. Retrieved 29 March 2012.
[27] Wasserman, Todd (12 March 2012). "‘KONY 2012′ Tops 100 Million Views, Becomes the Most Viral Video in History
[STUDY]". Mashable. Retrieved 29 March 2012.
[28] Sarsha (2013). “Move over generation X, Y and Z, here come generation #hashtag: the social media revolution”. Presto.
Retrieved 6 October 2014.
[29] Cassinelli, A. (2013-12-31). 13 Best Social Media Campaigns of 2013. Postano
[30] Neti, S. (2011). “Social Media and Its Role in Marketing” (PDF). International Journal of Enterprise Computing and
Business Systems 1 (2).
[31] Saravanakumar, M., Suganthalakshmi, T. (2012). “Social Media Marketing” (PDF). Life Science Journal 9 (4).
[32] Mahapatra, Lisa (2013-08-09). “Social Media Marketing: How Do Top Brands Use Social Platforms?". IBTimes.com.
International Business Times. Retrieved 10 June 2014.
[33] Hanna, R., Rohm, A.,Crittenden V. (2011). “We're all connected: The power of the social media ecosystem”. Business
Horizons 54 (3): 265–273. doi:10.1016/j.bushor.2011.01.007.
[34] Olenski, S. (2014). “4 Things Marketers May Not Know About Social Media Marketing”. Forbes.
[35] Hlavac, R. (2014). “Because We're Happy: Using Social Media to Turn Audiences Around”. Forbes.
[36] “About your Twitter timeline”. Twitter. Twitter. Retrieved 29 April 2016.
[37] “About Twitter”, "Twitter", Retrieved on 27 June 2014.
[38] Holmes, Ryan. “Customer Service as a Spectator Sport Is About to End”. TIME. Retrieved 7 July 2015.
[39] “Social media platforms used by marketers worldwide 2015”. Retrieved 6 October 2015.
[40] “Marketers Spend More”. Mediapost.com. Retrieved 2011-12-21.
[41] Manson, Marshall (March 6, 2014). “Facebook Zero: Considering Life After the Demise of Organic Reach”. Ogilvy &
Mather/Social@Ogilvy. Retrieved April 17, 2014.
[42] Oremus, Will (March 24, 2014). “Facebook’s Like Affair With Brands Is Over”. Slate (magazine). Retrieved April 17,
2014.
[43] McDermott, John (February 28, 2014). “Facebook is not making friends on Madison Avenue”. DigiDay. Retrieved April
17, 2014.
[44] “About Us”. LinkedIn Press Center. Retrieved 28 March 2012.
[45] Evans, Meryl. “33 Ways to Use LinkedIn for Business”. Gigaom. Retrieved 28 March 2012.
[46] “What is LinkedIn?". LinkedIn Learning Center. Retrieved 28 March 2012.
[47] Slutsky, Irina (29 March 2012). “Why LinkedIn Is the Social Network That Will Never Die”. AdAge Digital. Retrieved
29 March 2012.
[48] Caravella, Andrew. "Four Functions of Social Media Guide.” Retrieved 15 August 2013.
[49] Yelp. “Faq”. Faq. Retrieved 29 March 2012.
6.11. REFERENCES
61
[50] Kabani, Shama (2012-06-08). “6 ways foursquare can help your social-media strategy”. Bizjournals.com. Retrieved
2012-09-26.
[51] Michael, Estrin. “10 huge marketing wins on Instagram”. imediaconnection.com.
[52] Scott, Galloway. “Instagram 2014”. l2thinktank.com.
[53] Instagram for Business. “Tools and Tips to Help Marketers Inspire and Engage on Instagram”.
[54] Bergström, Thamwika (2013). Marketing and PR in Social Media: How the utilization of Instagram builds and maintains
customer relationships (PDF). Stockholm University. p. 5. Retrieved 2014-06-11.
[55] Genia, Stevens. “Instagram Marketing Success for Small Businesses”.
[56] Goor, Marion aan 't (28 June 2012). Instagram: A Content Analysis into Marketing on Instagram. Masters Thesis. University
of Amsterdam, Department of Communications.
[57] Lindsey, Tishgart. “As Instagram Rolls Out Ad Platform, Brands Are Seeing Record Engagement”.
[58] Björkgren, Caroline. “Guide: Kommunicera rätt med Instagram (Communicate Right on Instagram),”. Internet World.
Retrieved 11 June 2014.
[59] Kincy, Jason (2011). “Advertising and social media”. ABA Bank Marketing 43 (7): 40.
[60] Lunden, Ingrid (2014-01-11) Ad ‘Experiments’ Come To Delicious As It Updates Social Bookmarking API With Authentication, Rate Limits. techcrunch.com
[61] Aaron, Jesse (2014-06-18) “How to Integrate Reddit Into Your Next Digital Marketing Campaign”. The Guardian
[62] Parr, Benn (2009-08-06) “Digg Ads Are Here: Will Users Bury Them Into Oblivion?" mashable.com
[63] Deis, Michael H.; Kyle Hensel (2010). “Using social media to increase advertising and improve marketing”. Entrepreneurial
Executive: 87.
[64] Chiang, I-Ping; Chung-Hsien Hsieh (October 2011). “Exploring the impact of blog marketing on consumers”. Social
Behavior and Personality 39 (9): 1245–1250. doi:10.2224/sbp.2011.39.9.1245.
[65] Kerr, Gayle; et al. (January 2012). “Buy, boycott or blog”. European Journal of Marketing 46 (3/4): 387–405. doi:10.1108/03090561211202521
[66] “Marketr — Let’s kick things off with a look back at how far...”. Retrieved 12 September 2015.
[67] “How Tumblr Forces Advertisers to Get Creative”. MIT Technology Review. Retrieved 12 September 2015.
[68] “Business – Tumblr”. Retrieved 12 September 2015.
[69] “How 4 Brands Embraced Tumblr’s New Mobile Design”. AdWeek. Retrieved 12 September 2015.
[70] "'Monsters University' Grumblr Viral Site Goes Live – Stitch Kingdom”. Stitch Kingdom. Retrieved 12 September 2015.
[71] “Apple seemingly turns to Tumblr to promote the iPhone 5c”. 9to5Mac. 2014-03-02.
[72] Muntinga, Daniel; Moorman, M.; Smit, E. (2011). “Introducing COBRAs exploring motivations for brand-related social
media use”. International Journal of Advertising 30 (1): 13–46. doi:10.2501/IJA-30-1-013-046.
[73] Schivinski, Bruno; Christodoulides, George; Dabrowski, Dariusz (2016-03-01). “Measuring Consumers’ Engagement With
Brand-Related Social-Media Content”. Journal of Advertising Research 56 (1): 64–80. doi:10.2501/JAR-2016-004. ISSN
0021-8499.
[74] Kim, Ellen; Mattila, A.; Baloglu, S. (2011). “Effects of gender and expertise on consumers’ motivation to read online hotel
reviews”. Cornell Hospitality Quarterly 52 (4): 399–406. doi:10.1177/1938965510394357.
[75] Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from
an internet social networking site. Journal of Marketing,73(5), 90-102. Retrieved from http://dx.doi.org/10.1509/jmkg.
73.5.90
[76] Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). marketing (9th ed.). NSW, Australia: Pearson
Australia
[77] Sepp, M., Liljander, V., & Gummerus, J. (2011). Private bloggers’ motivations to produce content – a gratifications theory
perspective. Journal Of Marketing Management,27(13/14), 1479-1503. doi:10.1080/0267257X.2011.624532
[78] Fill, C., Hughes, G., & De Francesco, S. (2013). Advertising Strategy, creativity and media. London, UK: Pearson.
62
CHAPTER 6. SOCIAL MEDIA MARKETING
[79] Clement, M., Proppe, D., & Rott, A. (2007). Do critics make bestsellers? Opinion leaders and the success of books. Media
Economics, 20(2), 77-105. doi:10.1080/08997760701193720
[80] Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). marketing (9th ed.). NSW, Australia: Pearson
Australia.
[81] Dahlen, M., Lange, F., & Smith, T. (2010). Marketing communications: A brand narrative approach. West Sussex, UK:
John Wiley & Sons.
[82] Heath, R., Brandt, D., & Narin, A. (2006). Brand relationships: Strengthened by emotion, weakened by attention. Journal
of Advertising Research, 46(4), 410-419. Retrieved from https://autonline.aut.ac.nz/
[83] Brito, M. (2013). How content governance will facilitate media company transformation. InYour brand (pp. 3-7). Retrieved from http://www.quepublishing.com/articles/article.aspx?p=2143149&seqNum=3
[84] Cramer, T. (2014). The rise of content marketing. Econtent, 37(3), 6-10. ISSN 1525-2531
[85] Deshpande, P. (2014, August 24). The content marketing pyramid: Create more with less. Retrieved April 1, 2016, from
http://contentmarketinginstitute.com
[86] Cambria, Erik; Grassi, Marco; Hussain, Amir; Havasi, Catherine (2011). “Sentic Computing for Social Media Marketing”.
Multimedia Tools and Applications 59 (2): 557–577. doi:10.1007/s11042-011-0815-0.
[87] Internet overtakes television to become biggest advertising sector in the UK. The Guardian (2009-09-30)
[88] “Hey Grammys, you can’t tape-delay social media”. Lostremote.com. 2011-02-13. Retrieved 2011-11-17.
[89] “Social Media Mishaps Cost Firms $4 Million in 2010”. Information Management Journal 45 (6): 18. November 2011.
ISSN 1535-2897.
[90] Twitter account dedicated to poke fun at Kenneth Cole for #Cairo tweet. Ibtimes.com (2011-02-04). Retrieved on 201301-11.
[91] Kenneth Cole’s Twitter Fail – PRNewser. Mediabistro.com (2011-02-03). Retrieved on 2013-01-11.
[92] Wasserman, T. (2012-10-31). Gap Criticized For Insensitive Tweet During Hurricane Sandy. mashable.com
[93] “Video Prank at Domino’s Taints Brand”, The New York Times, April 15, 2009
[94] High price to be paid for controversial social-media mishaps San Francisco Chronicle March 17, 2011, retrieved April 4,
2012
[95]
(The Link terminates its search for “old tastes": How to improve online corporate image(Chinese),
Hong Kong Economic Times April 20, 2012, retrieved April 25, 2012
[96] Gutierrez, Mateo. “The Ethics of Social Media Marketing”. Huffington Post. Retrieved 19 November 2014.
[97] Neher, Melissa S. Barker, Donald I. Barker, Nicholas F. Bormann, Krista E. (2013). Social media marketing : a strategic approach (1st ed.). Mason, OH: South-Western Cengage Learning. pp. 76–78. ISBN 0538480874. Retrieved 28
November 2014.
[98] Skul, David. “Ethics is Social Network Marketing”. AIPMM. Retrieved 29 November 2014.
[99] Saravanakumar, M. and SuganthaLakshmi, T. (2012). “Social media marketing”. Life science journal 9: 4444–4451.
[100] Mangold, W.G. and Faulds, D.J. (2009). “Social media: The new hybrid element of the promotion mix”. Business Horizons
52: 357–365. doi:10.1016/j.bushor.2009.03.002.
[101] de Vries, L., Gensler, S. and Leeflang, P. (2012). “Popularity of brand posts on brand fan pages: An investigation of the
effects of social media marketing”. Journal of interactive marketing 26: 83–91. doi:10.1016/j.intmar.2012.01.003.
[102] “Web Analytics Tools, Event Tracking & More – Google Analytics Features”. Google.
[103] Vaughan, Pamela. “72% of People Who Complain on Twitter Expect a Response Within an Hour”. hubspot.com.
6.12 About this Article
• Kang, Juhee (2015). Social media marketing (dissertation). Journal of Marketing. Retrieved 8 February 2015.
Chapter 7
WordPress
This article is about the blogging software. For the blog host, see WordPress.com.
WordPress is a free and open-source content management system (CMS) based on PHP and MySQL.[5] WordPress
is installed on a web server, which either is part of an Internet hosting service or is a network host itself; the first
case may be on a service like WordPress.com, for example, and the second case is a computer running the software
package WordPress.org.[6] An example of the second case is a local computer configured to act as its own web server
hosting Wordpress for single-user testing or learning purposes. Features include a plugin architecture and a template
system. WordPress was used by more than 26.4% of the top 10 million websites as of April 2016.[7] WordPress is
the most popular blogging system in use on the Web,[8] at more than 60 million websites.[9]
It was released on May 27, 2003, by its founders, Matt Mullenweg[1] and Mike Little,[10] as a fork of b2/cafelog. The
license under which WordPress software is released is the GPLv2 (or later) from the Free Software Foundation.[11]
7.1 Overview
WordPress has a web template system using a template processor.
7.1.1
Themes
WordPress users may install and switch between themes. Themes allow users to change the look and functionality
of a WordPress website and they can be installed without altering the content or health of the site. Every WordPress
website requires at least one theme to be present and every theme should be designed using WordPress standards
with structured PHP, valid HTML and Cascading Style Sheets (CSS). Themes may be directly installed using the
WordPress “Appearance” administration tool in the dashboard or theme folders may be uploaded via FTP.[12] The
PHP, HTML (HyperText Markup Language) and CSS code found in themes can be added to or edited for providing
advanced features. WordPress themes are in general classified into two categories, free themes and premium themes.
All the free themes are listed in the WordPress theme directory and premium themes should be purchased from
marketplaces and individual WordPress developers. WordPress users may also create and develop their own custom
themes if they have the knowledge and skill to do so. If WordPress users do not have themes development knowledge
then they may download and use free WordPress themes from wordpress.org.
7.1.2
Plugins
WordPress’s plugin architecture allows users to extend the features and functionality of a website or blog. WordPress
has over 40,501 plugins available,[13] each of which offers custom functions and features enabling users to tailor their
sites to their specific needs. These customizations range from search engine optimization, to client portals used to
display private information to logged in users, to content management systems,[14] to content displaying features, such
as the addition of widgets and navigation bars. But not all available plugins are always abreast with the upgrades and
as a result they may not function properly or may not function at all.[15]
63
64
CHAPTER 7. WORDPRESS
7.1.3
Mobiles
Native applications exist for WebOS,[16] Android,[17] iOS (iPhone, iPod Touch, iPad),[18][19] Windows Phone, and
BlackBerry.[20] These applications, designed by Automattic, allow a limited set of options, which include adding new
blog posts and pages, commenting, moderating comments, replying to comments in addition to the ability to view the
stats.[18][19]
7.1.4
Other features
WordPress also features integrated link management; a search engine–friendly, clean permalink structure; the ability
to assign multiple categories to articles; and support for tagging of posts and articles. Automatic filters are also
included, providing standardized formatting and styling of text in articles (for example, converting regular quotes to
smart quotes). WordPress also supports the Trackback and Pingback standards for displaying links to other sites that
have themselves linked to a post or an article. WordPress blog posts can be edited in HTML, using the visual editor,
or using one of a number of plugins that allow for a variety of customized editing features.
7.2 Multi-user and multi-blogging
Prior to version 3, WordPress supported one blog per installation, although multiple concurrent copies may be run
from different directories if configured to use separate database tables. WordPress Multisites[21] (previously referred
to as WordPress Multi-User, WordPress MU, or WPMU) was a fork of WordPress created to allow multiple blogs
to exist within one installation but is able to be administered by a centralized maintainer. WordPress MU makes it
possible for those with websites to host their own blogging communities, as well as control and moderate all the blogs
from a single dashboard. WordPress MS adds eight new data tables for each blog.
As of the release of WordPress 3, WordPress MU has merged with WordPress.[22]
7.3 Migration/wp-config.php
WordPress makes migration from one server to another relatively simple due to its use of a configuration file (wpconfig.php, usually located in your root). This file controls the base settings for a WordPress website including (but
not limited to) your database connection settings.[23] Due to the use of a configuration file, migrating from one server
to another can be accomplished by the following basic steps:[24]
• Download a copy of the WordPress files/folders (e.g. via FTP).
• Download a copy of the associated database (view the 'DB_NAME' row in the wp-config.php for the associated
database to back up).
• Upload the files/folders to the new server.
• Create a new database on the new server and import the sql backup.
• Update the wp-config.php database fields to reflect.
7.4 History
b2/cafelog, more commonly known as b2 or cafelog, was the precursor to WordPress.[25] b2/cafelog was estimated to
have been installed on approximately 2,000 blogs as of May 2003.[26] It was written in PHP for use with MySQL by
Michel Valdrighi, who is now a contributing developer to WordPress. Although WordPress is the official successor,
another project, b2evolution, is also in active development.
WordPress first appeared in 2003 as a joint effort between Matt Mullenweg and Mike Little to create a fork of b2.[27]
Christine Selleck Tremoulet, a friend of Mullenweg, suggested the name WordPress.[28][29]
7.5. FUTURE
65
In 2004 the licensing terms for the competing Movable Type package were changed by Six Apart, resulting in many of
its most influential users migrating to WordPress.[30][31] By October 2009 the Open Source CMS MarketShare Report
concluded that WordPress enjoyed the greatest brand strength of any open-source content management system.
As of January 2015, more than 23.3% of the top 10 million websites now use WordPress.[32]
As of February 2016, WordPress is used by 59.1% of all the websites whose content management system we know.
This is 25.8% of all websites.[33]
7.4.1
Release history
Main releases of WordPress are codenamed after well-known jazz musicians, starting after version 1.0.[34]
7.5 Future
Matt Mullenweg has stated that the future of WordPress is in social, mobile, and as an application platform.[67][68]
7.6 Vulnerabilities
Many security issues[69] have been uncovered in the software, particularly in 2007, 2008, and 2015. According to
Secunia, WordPress in April 2009 had 7 unpatched security advisories (out of 32 total), with a maximum rating of
“Less Critical”.[70] Secunia maintains an up-to-date list of WordPress vulnerabilities.[71][72]
In January 2007, many high profile search engine optimization (SEO) blogs, as well as many low-profile commercial
blogs featuring AdSense, were targeted and attacked with a WordPress exploit.[73] A separate vulnerability on one of
the project site’s web servers allowed an attacker to introduce exploitable code in the form of a back door to some
downloads of WordPress 2.1.1. The 2.1.2 release addressed this issue; an advisory released at the time advised all
users to upgrade immediately.[74]
In May 2007, a study revealed that 98% of WordPress blogs being run were exploitable because they were running
outdated and unsupported versions of the software.[75] In part to mitigate this problem, WordPress made updating
the software a much easier, “one click” automated process in version 2.7 (released in December 2008).[76] However,
the filesystem security settings required to enable the update process can be an additional risk.[77]
In a June 2007 interview, Stefan Esser, the founder of the PHP Security Response Team, spoke critically of WordPress’s security track record, citing problems with the application’s architecture that made it unnecessarily difficult
to write code that is secure from SQL injection vulnerabilities, as well as some other problems.[78]
In June 2013, it was found that some of the 50 most downloaded WordPress plugins were vulnerable to common
Web attacks such as SQL injection and XSS. A separate inspection of the top-10 e-commerce plugins showed that 7
of them were vulnerable.[79]
In an effort to promote better security, and to streamline the update experience overall, automatic background updates
were introduced in WordPress 3.7.[80]
Individual installations of WordPress can be protected with security plugins that prevent user enumeration, hide
resources and thwart probes. Users can also protect their WordPress installations by taking steps such as keeping
all WordPress installation, themes, and plugins updated, using only trusted themes and plugins,[81] editing the site’s
.htaccess file to prevent many types of SQL injection attacks and block unauthorized access to sensitive files. It
is especially important to keep WordPress plugins updated because would-be hackers can easily list all the plugins
a site uses, and then run scans searching for any vulnerabilities against those plugins. If vulnerabilities are found,
they may be exploited to allow hackers to upload their own files (such as a PHP Shell script) that collect sensitive
information.[82][83][84]
Developers can also use tools to analyze potential vulnerabilities, including WPScan, Wordpress Auditor and Wordpress Sploit Framework developed by 0pc0deFR. These types of tools research known vulnerabilities, such as a
CSRF, LFI, RFI, XSS, SQL injection and user enumeration. However, not all vulnerabilities can be detected by
tools, so it is advisable to check the code of plugins, themes and other add-ins from other developers.
In March 2015, it was reported by many security experts and SEOs including Search Engine Land that a SEO plu-
66
CHAPTER 7. WORDPRESS
gin for Wordpress called Wordpress SEO by Yoast which is used by more than 14 million users worldwide has a
vulnerability which can lead to an exploit where hackers can do a Blind SQL injection.
To fix that issue they immediately introduced a newer version 1.7.4 of the same plugin to avoid any disturbance on
web because of the security lapse that the plugin had.[85]
WordPress’s minimum PHP version requirement is PHP 5.2,[86] which was released on January 6, 2006,[87] 10 years
ago, and which has been unsupported by the PHP Group and not received any security patches since January 6, 2011,
5 years ago.[87]
7.7 Development and support
7.7.1
Key developers
Matt Mullenweg and Mike Little were cofounders of the project. The core lead developers include Helen Hou-Sandí,
Dion Hulse, Mark Jaquith, Matt Mullenweg, Andrew Ozz, and Andrew Nacin.[88][89]
WordPress is also developed by its community, including WP testers, a group of volunteers who test each release.[90]
They have early access to nightly builds, beta versions and release candidates. Errors are documented in a special
mailing list, or the project’s Trac tool.
Though largely developed by the community surrounding it, WordPress is closely associated with Automattic, the
company founded by Matt Mullenweg. On September 9, 2010, Automattic handed the WordPress trademark to the
newly created WordPress Foundation, which is an umbrella organization supporting WordPress.org (including the
software and archives for plugins and themes), bbPress and BuddyPress.
7.7.2
WordCamp developer and user conferences
A WordCamp in Sofia, Bulgaria (2011)
WordCamps are casual, locally organized conferences covering everything related to WordPress.[91] The first such
event was WordCamp 2006 in August 2006 in San Francisco, which lasted one day and had over 500 attendees.[92][93]
The first WordCamp outside San Francisco was held in Beijing in September 2007.[94] Since then, there have been
7.8. SEE ALSO
67
over 507 WordCamps in over 207 cities in 48 different countries around the world.[91] WordCamp San Francisco
2014 was the last official annual conference of WordPress developers and users taking place in San Francisco, having
now been replaced with WordCamp US.[95]
7.7.3
Support
WordPress’s primary support website is WordPress.org. This support website hosts both WordPress Codex, the online
manual for WordPress and a living repository for WordPress information and documentation,[96] and WordPress
Forums, an active online community of WordPress users.[97][98]
7.8 See also
• List of content management systems
• Weblog software
• WordPress.com
7.9 References
[1] Mullenweg, Matt. “WordPress Now Available”. WordPress. Retrieved July 22, 2010.
[2] Silverstein, Adam (2016-04-26). “WordPress 4.5.2 Maintenance Release”. WordPress. Retrieved 2016-04-26.
[3] Jorbin, Aaron (2016-03-08). “WordPress 4.5 Beta 2”. WordPress. Retrieved 2016-03-08.
[4] “WordPress: About: GPL”. WordPress.org. Retrieved June 15, 2010.
[5] “WordPress Web Hosting”. WordPress. Retrieved May 21, 2013.
[6] “Support disaggregating WordPress.com and WordPress.org”. WordPress.com. Retrieved January 2016.
[7] “Usage Statistics and Market Share of Content Management Systems for Websites”. W3Techs. January 2015. Retrieved
January 2015.
[8] “CMS Usage Statistics”. BuiltWith. Retrieved August 1, 2013.
[9] Coalo, J.J (September 5, 2012). “With 60 Million Websites, WordPress Rules The Web. So Where’s The Money?". Forbes.
Retrieved February 3, 2016.
[10] “Commit number 8”. Retrieved February 3, 2016.
[11] “WordPress › About » License”. Wordpress.org. Retrieved June 30, 2014.
[12] “Theme Installation”. Codex.wordpress.org. April 9, 2013. Retrieved April 26, 2013.
[13] “WordPress > WordPress Plugins”. WordPress.org. Retrieved October 5, 2015.
[14] “WordPress custom meta boxes and custom fields plugin”. March 1, 2014. Retrieved March 1, 2014.
[15] “Pros and Cons of Wordpress”. September 14, 2014. Retrieved October 21, 2014.
[16] “WordPress for WebOS”. WordPress. Retrieved March 6, 2012.
[17] “WordPress publishes native Android application”. Android and Me. February 2, 2010. Retrieved June 15, 2010.
[18] “Idea: WordPress App For iPhone and iPod Touch”. WordPress iPhone & iPod Touch. July 12, 2008. Retrieved February
9, 2016.
[19] “18 Million WordPress Blogs Land on the iPad”. ReadWriteWeb. March 24, 2011.
[20] “WordPress for BlackBerry”. WordPress. Retrieved December 27, 2009.
[21] “MultiSite In WordPress 3.0”. Deluxe Blog Tips. May 3, 2010.
68
CHAPTER 7. WORDPRESS
[22] “WordPress 3.0 “Thelonious"". WordPress.org. June 17, 2010. Retrieved December 18, 2011.
[23] “Editing wp-config.php”. WordPress.org. Retrieved January 12, 2016.
[24] “Moving WordPress to a new server”. SquirrelHosting.co.uk. March 17, 2014. Retrieved January 12, 2016.
[25] Andrew Warner, Matt Mullenweg (September 10, 2009). The Biography Of WordPress – With Matt Mullenweg (MPEG-4
Part 14) (Podcast). Mixergy. Event occurs at 10:57. Retrieved September 28, 2009. b2 had actually, through a series of
circumstances, essentially become abandoned.
[26] Valdrighi, Michel. “b2 test weblog - post dated 23.05.03”. Retrieved May 9, 2013.
[27] “History - WordPress Codex”. WordPress.org. Retrieved March 29, 2012.
[28] Silverman, Dwight (January 24, 2008). “The importance of being Matt”. Houston Chronicle. Retrieved August 14, 2014.
[29] Tremoulet, Christine Selleck (January 24, 2008). “The Importance of Being Matt…". Christine Selleck Tremoulet. Retrieved March 29, 2012.
[30] Manjoo, Farhad (August 9, 2004). “Blogging grows up”. Salon. Retrieved March 29, 2012.
[31] Pilgrim, Mark (May 14, 2004). “Freedom 0”. Mark Pilgrim. Archived from the original on April 10, 2006. Retrieved
March 29, 2012.
[32] “Beginner’s Guide to Starting a WordPress Blog”. Retrieved November 15, 2015.
[33] “Usage statistics and market share of WordPress for websites”. Retrieved February 7, 2016.
[34] “Roadmap”. Blog. WordPress.org. Retrieved June 15, 2010.
[35] “WordPress Blog: WordPress 0.7”. WordPress.org. Retrieved May 27, 2003.
[36] “Cafelog”. Retrieved May 15, 2011.
[37] “WordPress Blog: WordPress 1.0”. WordPress.org. Retrieved January 3, 2004.
[38] “WordPress Blog: WordPress 1.2”. WordPress.org. Retrieved May 22, 2004.
[39] “WordPress Blog: WordPress 1.5”. WordPress.org. Retrieved February 17, 2005.
[40] “Kubrick at Binary Bonsai”. Binarybonsai.com. Retrieved June 15, 2010.
[41] “WordPress Blog: WordPress 2.0”. WordPress.org. Retrieved December 31, 2005.
[42] “WordPress Blog: WordPress 2.1”. WordPress.org. Retrieved January 22, 2007.
[43] “WordPress Blog: WordPress 2.2”. WordPress.org. Retrieved May 16, 2007.
[44] “WordPress Blog: WordPress 2.3”. WordPress.org. Retrieved September 24, 2007.
[45] “WordPress Blog: WordPress 2.5”. WordPress.org. Retrieved March 29, 2008.
[46] “WordPress Blog: WordPress 2.6”. WordPress.org. Retrieved June 15, 2008.
[47] “WordPress Blog: WordPress 2.7”. WordPress.org. Retrieved December 11, 2008.
[48] “WordPress Blog: WordPress 2.8”. WordPress.org. Retrieved June 10, 2009.
[49] “WordPress Blog: WordPress 2.9”. WordPress.org. Retrieved December 19, 2009.
[50] “WordPress Blog: WordPress 3.0”. WordPress.org. Retrieved June 17, 2010.
[51] “WordPress Blog: WordPress 3.1”. WordPress.org. Retrieved February 25, 2011.
[52] “WordPress Blog: WordPress 3.2”. WordPress.org. Retrieved June 4, 2011.
[53] “WordPress Blog: WordPress 3.3”. WordPress.org. Retrieved December 12, 2011.
[54] “WordPress Blog: WordPress 3.4”. WordPress.org. Retrieved June 13, 2012.
[55] “WordPress Blog: WordPress 3.5”. WordPress.org. Retrieved December 11, 2012.
[56] “WordPress Blog: WordPress 3.6”. WordPress.org. Retrieved August 1, 2013.
7.9. REFERENCES
69
[57] “WordPress Blog: WordPress 3.7”. WordPress.org. Retrieved October 24, 2013.
[58] “WordPress Blog: WordPress 3.8”. WordPress.org. Retrieved December 12, 2013.
[59] “WordPress Blog: WordPress 3.9”. WordPress.org. Retrieved April 16, 2014.
[60] “WordPress Blog: WordPress 4.0”. WordPress.org. Retrieved September 4, 2014.
[61] “Learn What’s New in WordPress v4.0”. Retrieved March 14, 2016.
[62] “WordPress Blog: WordPress 4.1”. WordPress.org. Retrieved December 18, 2014.
[63] “WordPress Blog: WordPress 4.2”. WordPress.org. Retrieved April 23, 2015.
[64] “WordPress Blog: WordPress 4.3”. WordPress.org. Retrieved August 18, 2015.
[65] “WordPress Blog: WordPress 4.4”. WordPress.org. Retrieved December 8, 2015.
[66] “WordPress Blog: WordPress 4.5”. WordPress.org. Retrieved April 26, 2016.
[67] “Radically Simplified WordPress”. Ma.tt. Retrieved March 11, 2015.
[68] “Matt Mullenweg: State of the Word 2013”. Wordpress.tv. Retrieved March 11, 2015.
[69] “David Kierznowski”. Blogsecurity.net. June 28, 2007. Archived from the original on March 9, 2012. Retrieved February
17, 2016.
[70] “Secunia Advisories for WordPress 2.x”. Secunia.com. April 7, 2009. Retrieved March 11, 2015.
[71] “Secunia WordPress 2.x Vulnerability Report”. Secunia.com. Retrieved June 15, 2010.
[72] “Secunia WordPress 3.x Vulnerability Report”. Secunia.com. Retrieved December 27, 2010.
[73] “WordPress Exploit Nails Big Name Seo Bloggers”. Threadwatch.org. Retrieved December 18, 2011.
[74] “WordPress 2.1.1 dangerous, Upgrade to 2.1.2”. WordPress.org. March 2, 2007. Retrieved March 4, 2007.
[75] “Survey Finds Most WordPress Blogs Vulnerable”. Blog Security. May 23, 2007. Archived from the original on October
18, 2012. Retrieved June 15, 2010.
[76] “Updating WordPress”. WordPress Codex. Retrieved September 25, 2012.
[77] “Yet another WordPress release”. August 13, 2009. Retrieved September 24, 2012.
[78] “Interview with Stefan Esser”. BlogSecurity. June 28, 2007. Archived from the original on October 30, 2012. Retrieved
June 15, 2010.
[79] Robert Westervelt (June 18, 2013). “Popular WordPress E-Commerce Plugins Riddled With Security Flaws - Page: 1”.
CRN. Retrieved March 11, 2015.
[80] “Configuring Automatic Background Updates « WordPress Codex”. Codex.wordpress.org. Retrieved June 30, 2014.
[81] Ward, Simon (July 9, 2012). “Original Free WordPress Security Infographic by Pingable”. Pingable. Retrieved October
28, 2012.
[82] “How To Scan Wordpress Like A Hacker”.
[83] “How To Manually Update Wordpress Plugins”.
[84] “Top 5 WordPress Vulnerabilities and How to Fix Them”. eSecurityPlanet.com. April 20, 2012. Retrieved April 20,
2012.
[85] Barry Schwartz “Yoast WordPress SEO Plugin Vulnerable To Hackers”, Retrieved on February 13, 2016.
[86] “WordPress › About » Requirements”. wordpress.org. Retrieved December 30, 2015.
[87] “Unsupported Branches”. php.net. Retrieved November 14, 2015.
[88] “About WordPress”. wordpress.org. Retrieved March 18, 2015.
[89] “Core Team”. codex.wordpress.org. Retrieved August 27, 2015.
[90] “Installing WordPress”. August 2014.
70
CHAPTER 7. WORDPRESS
[91] “WordCamp Central > About”. Central.wordcamp.org. Retrieved October 28, 2015.
[92] “WordCamp 2006”. 2006.wordcamp.org. Retrieved December 18, 2011.
[93] “WordCamp 2011”. 2011.sf.wordcamp.org. Retrieved December 18, 2011.
[94] “WordCamp Central > Schedule”. Central.wordcamp.org. Retrieved December 18, 2011.
[95] “WordCamp SF Announced (not WordCon) | WordCamp Central”. Central.wordcamp.org. January 24, 2011. Retrieved
March 11, 2015.
[96] “WordPress Codex”. WordPress.org. Retrieved March 13, 2014.
[97] “WordPress Forums”. WordPress.org. Retrieved March 13, 2014.
[98] “WordPress Performance”. yourescapefrom9to5.com. Retrieved May 13, 2015.
7.10 External links
• Official website
• WordPress at DMOZ
7.11. TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES
71
7.11 Text and image sources, contributors, and licenses
7.11.1
Text
• Digital marketing Source: https://en.wikipedia.org/wiki/Digital_marketing?oldid=721350458 Contributors: DennisDaniels, Topbanana,
Discospinster, Brianhe, Bender235, Stesmo, Smalljim, Richi, Alansohn, Velella, Versageek, Woohookitty, Ylem, Stefanomione, Jehochman, FlaBot, DVdm, Bgwhite, Gwernol, RussBot, David Biddulph, NeilN, SmackBot, Herostratus, McGeddon, Clpo13, Yamaguchi , Gilliam, Ohnoitsjamie, Radagast83, Mion, Cumbrowski, Kuru, Microchip08, Clare., IronGargoyle, Nagle, Syncrotic, Beetstra, TastyPoutine, Danlev, Globalmuseum, OS2Warp, BGlassman, Timtrent, Cydebot, Corpx, Alaibot, Headbomb, Gossamers, Lfstevens, Barek, MER-C, SiobhanHansa, Acroterion, Magioladitis, Theroadislong, Oicumayberight, R'n'B, Miztinsel, In Transit, Bonadea,
Oberstpac, Rdquay, Oshwah, Vipinhari, Falcon8765, HowardTScott, Sanko, Dancefreak76, SteveChipman, Ummkkay, Theopapada,
ElReyalto, Flyer22 Reborn, Tiptoety, Nuttycoconut, Cirlincione, Sanya3, ClueBot, PoisonedPigeon, Matdrodes, Mild Bill Hiccup, LeoFrank, Jimjmc, Johnuniq, Apparition11, XLinkBot, Delicious carbuncle, Randomalias, Phudz7o, Viewstream, Addbot, Grayfell, RTG,
Yobot, AnomieBOT, AmritasyaPutra, Rubinbot, Materialscientist, Xqbot, Pradeeban, Webwat, Jimginat, Pangaconsultant, Alvin Seville,
Hanssmellinckx, Lily0182, FrescoBot, Giorgio-1970, W Nowicki, Somatica, Kerzzb, Pinethicket, MastiBot, Wahd2005, Markguy, Net2userness,
Vishalaptco, Lotje, Indrajit champaty, Pozytyv, Liblog, Mean as custard, Coast123, Alph Bot, Rollins83, Dcirovic, Dgall87, Euclidthalis,
Caseymaeknox, A2soup, Cmezera, AvicAWB, Hazard-SJ, PBR Recordings, Steve Bradshaw, Judasane, Donner60, Bill Hicks Jr., ChuispastonBot, Whywater112, Abhishekusoni, EdoBot, Lynxgeeknyc, ClueBot NG, Sanjeevgcom, Jeffrey Scott Maxwell, Branden 654333%,
Dimidi, Macdonjo, Masssly, Psharma1720, Fuddydud20, BG19bot, Contributor29wiki, Pintu joshi, Loaww, Vdhar, Derschueler, Garymonk, Pseudofusulina, Pratyya Ghosh, Comatmebro, YFdyh-bot, Fabiansmithh, Sivaybr, DavidMcMahonAust, Hoanglongcitd, Spsindia, Lone boatman, Tofinojoe, A53collins, Lugia2453, Deepkatiwari.xyz001, Digitalindia, Gargi raval, Wieldthespade, Rakenthpai39,
Surbhi.simc, Cyberbridge, Gmattox, Rharendra, Garlex01, Chetanharihar, ImGauge, Mushyjoy, Kenjalo123, Digitalphilryan, Soumya
Ranjan Udgata, SouthAfricaExpat, Scotkersgaard, Hackersmovie, Ahmadmorabeih, Rolf Dreier, Outbox123, AyushiC, JaconaFrere,
Zambelo, Nairji, Vestranet, Vieque, HomeFinder1, MartinWoodfield, BethNaught, Amit EHS Consultant, Guevarra.jayson, Lintyrobins,
ContentKing01, Joanna.skidmore2014, Yash.056, Dai Pritchard, KH-1, Ajayacharya28, Rocky3794, NaTTam, Sarasedgewick, Piyalahoti, Rsolar31g, Eliraeicc, Jagritgupta, Israelpmx, Fede1seo, Digitalescalatorinternational, Newrisedigital, Jlewis144, Jcolliso, Rathore.deepak1,
Kiki76it, Mac4567, Digitalmaketingguru1, Gyanshusingh, Eugene Wood, Vedanga Kumar, Sallyanne27, EsmeeNetwork, Alexsmith22,
Varmagroups12, Dbudge1, Amiteb, Derouichemed, Manihbadhiye, AdamLevine08, Fill17buy100, Digitalmarketermvbn, Formaveille2,
Ray075, Datbubblegumdoe, Hball666, ProprioMe OW, Rintuseo, Sircularevents, DigiMarket, Batra.anamika, Durgan8, Distle, Muthanna13,
KrishnaKevin, Pujaarya, Peppy Paneer, Write2theideacore, Carmenfinan, Rlousada, Alynaqi, Loudclearlc, Jatinder1980, Thetechchaser,
Aznauryanmikayel, Jayakumartvm, RoryGlover25, Ikopalto, Daponecst, Raj.mayank18, Sattra0008, Clackagnewas, Mokai2008, LIQVD
ASIA, Vivekanands28, Pratik8307, MellinaWilliams, DigitalVidya, Saivision, Hugocorreamendes, Speakrj, Alexa Fox, Gh-news, Kanitzzz, Gcity99, Alyseld, Himabindu123, Nithinkoshy, Guillermo Cuadra, Mnpcs1223, MottyOsher, Everberne, Metalduky54, Smartsocialbrand, Mayasai, Miguelthanhtran, Masasuas483024, Karthick Manickam, Sam.Dxn, NickBailey94, Nicola1520, Mayajaros, Hazunda203,
Sirius Khan, Shajeeh-ul-Hassan, Yamont, Ajaysonkusare, Rifatka, Seosak, WriterNeetin and Anonymous: 231
• Email marketing Source: https://en.wikipedia.org/wiki/Email_marketing?oldid=720938026 Contributors: Fubar Obfusco, Edward,
Haakon, Mydogategodshat, Agtx, Andrewman327, Haukurth, Robbot, SchmuckyTheCat, Rasmus Faber, Taka, Ojw, AAAAA, Discospinster, Rhobite, ESkog, Perfecto, Duk, Cmdrjameson, Wrs1864, Alansohn, Golf fan, Demi, Kurt Shaped Box, Versageek, Pshibles, Zzyzx11, Stefanomione, FreplySpang, Rillian, Intgr, DVdm, Dadu~enwiki, Wavelength, Rlacy853, Barefootguru, Gaius Cornelius,
Rsrikanth05, Irishguy, RL0919, Zzuuzz, GraemeL, Lordmac, Back ache, Mdwyer, NeilN, Veinor, SmackBot, Junedodge, McGeddon,
JJay, Gilliam, Ohnoitsjamie, Fatbroker, Deli nk, LindaFo, Boston2austin, Shalom Yechiel, JonHarder, TheKMan, EvelinaB, Tgielen,
Radagast83, Shadow1, Cumbrowski, Simon Grabowski, Xandi, Kuru, General Ization, Aquilina, Sir Nicholas de Mimsy-Porpington,
Jbuddle, Loren McDonald, Ckatz, Beetstra, Vashtihorvat, SubSeven, Hu12, Levineps, Iridescent, Alan08, Az1568, Linkspamremover,
Danlev, Dave70, CmdrObot, Makeemlighter, Melodymkt, Cydebot, Gogo Dodo, Dancter, Odie5533, Christian75, Omicronpersei8,
MatthewSwenson, Rajkiran.singh, Powderfreak80, QuiteUnusual, Dr. Blofeld, Alphachimpbot, Myanw, Barek, Jslprick, Coffee2theorems,
JamesBWatson, Theroadislong, Indon, Harry Stanley, Japo, Talon Artaine, JaGa, Drm310, Brandaid, Swaz61, JMerideth, Gmazeroff,
Minderbinder~enwiki, McSly, AndrePitie, Sachinairan, Rising*From*Ashes, DrKwang, Bonadea, Kammath, Birczanin, Bo bo ziba,
Mrh30, Jeff G., Soliloquial, Patm7, TXiKiBoT, Anna Lincoln, SelketBot, BotKung, Jamelan, Teri Ives, Rjw62, Wikigregor~enwiki, Outgoing856, Emailguru, SieBot, Shadowmarketer, Dr morad, BotMultichill, George 30 30, Theopapada, Dawn Bard, Quinnskylark, Tabenjem, Oxymoron83, Erick880, AngelOfSadness, Bizexpatiate, Manish.webmaster, Pinkadelica, Denisarona, Escape Orbit, Muhends, Betechnical, The Thing That Should Not Be, Meisterkoch, Twotrue, Mild Bill Hiccup, Alternm, Nrcjersey, Niceguyedc, DragonBot, Marachow, Excirial, Alexbot, Mojoskinner, Johnuniq, Damonwee, Czarizna, XLinkBot, AgnosticPreachersKid, Delicious carbuncle, Eservices, Cunard, Addbot, WeatherFug, Jafeluv, Beefy586, Greta Hoostal, Munirpt, Michael randrup, Fluffernutter, MrOllie, Download, HerculeBot, Fernando, Luckas-bot, Yobot, SoopaFighter, Fraggle81, Amirobot, KamikazeBot, MediaPlannus, Dmarquard, Bbb23, Stevensherlock, AnomieBOT, Jim1138, 9258fahsflkh917fas, Materialscientist, Neurolysis, Xqbot, Jkbw, Whitekayak, DMA SMM, Webwat,
Mark Schierbecker, Pangaconsultant, ImperialPL, Tawatson29, FrescoBot, Mattgparker, Emily321hk, Ttrab, Turaab, H.alysha, D'ohBot,
Vjohanson, DrilBot, Furtled, RedBot, MastiBot, Calgladyng, Louispyc, Lightlowemon, TobeBot, Jordanlane123, Lotje, Cowlibob, Pozytyv, MegaSloth, Mean as custard, Pinkbeast, EmausBot, Richardjkaiser, Dr Steven Armstrong, Active Banana, Dcirovic,
, Giveinformation12, Ian.yesup, ChuispastonBot, Julu345, Activepath, Jennag8122, ClueBot NG, Becalyna, Zaizhi, Orangej568, MelbourneStar,
Juliepear, Ranstxx, Dejakris, Raouf-yasin, Benjamin.patch, Psharma1720, GraphicMail, Blahbloodyblah, Webdesign2011, JayChambers, Mediator Scientiae, BG19bot, Barnysmith, Bvbet, Powershelled, Wiki13, Encynova, Maansi.t, Amolbot, Eusenius, Vlad.gotov,
Kamelkev, Curate11, Emailemarketing, Hiuuf, Cec2008, Ashgallery, 511ecso, Robert0800, Mdann52, Smitty5569, Arttechlaw, ChrisGualtieri, MMuttaleb, Soulparadox, Idanyatziv, LaurenBerger, Jlenney, Techieguy2012, Demons9909, Dimitar72, Liosarice, Drothery, Eric B. Hahn, Myzd, Timothy4321, Naughtybabe24, Kevinhobusiness, Scott202, Gabbarsingh07, AmandaEGagnon, Dannyruthe,
Mdriyazalam, Realtyfire, Chris.p2882, Ahmadmorabeih, Adeemjan666, Olga21, HomeFinder1, R3esolution, Outofcash, Akshayemail,
Chrisw80, BenWytt, Estimi2, Eddie at LeadFerret, Chrishongkong, Benespe, Dai Pritchard, WP.UEFUSA, Kapil19pal, IPUpfficia,
Aparnarawal26, CostanzaK2, EsmeeNetwork, Arshadpanache, BradSquires, Preeti Sharma’s Knowledge, 33emclarke, Rokmanrecords,
Jacelcegan, SARADIAZZ1, Johnnyraug, Jackjomesaug, Tothebeat.ceo, Mohitmunda, Rajeshjhamb143, Felixrc91, Asimhazro, Metalduky54, Jaewhi.lim, Ngoc Minh Dao, Irish79 and Anonymous: 329
• Online advertising Source: https://en.wikipedia.org/wiki/Online_advertising?oldid=718882628 Contributors: The Anome, Fubar Obfusco, Edward, Fuzzie, Pcb21, Haakon, Ronz, Mydogategodshat, Coren, Andrewman327, Tpbradbury, Ponyegg, Jni, ZimZalaBim, Sunray, HaeB, Tea2min, DocWatson42, Elf, Sinned, Moyogo, Alexf, Antandrus, Ojw, Adashiel, Vector4F, Discospinster, Bender235, ESkog,
72
CHAPTER 7. WORDPRESS
Neko-chan, Smalljim, Wrs1864, Mdd, Velella, RainbowOfLight, Versageek, Mitc0185, Bobrayner, Woohookitty, Furism, Thivierr, Stefanomione, Patheros, Qwertyca, Elvey, Charles Iliya Krempeaux, Sjö, Rjwilmsi, Bruce1ee, Marcman, Ground Zero, RexNL, Diza, DVdm,
Bgwhite, Gwernol, Wavelength, Stephenb, Anomalocaris, NawlinWiki, Cleared as filed, Dmoss, AnaTo, BOT-Superzerocool, Zzuuzz,
Closedmouth, Pb30, Abune, Josh3580, GraemeL, Vicarious, Chez37, Emc2, Katieh5584, CIreland, Veinor, Crystallina, SmackBot,
David Kernow, McGeddon, Gilliam, Ohnoitsjamie, BenAveling, Anwar saadat, Chris the speller, Lawrence Waterhouse, NCurse, EncMstr, Carbonrodney, Deli nk, Rrburke, Fuhghettaboutit, Nakon, DMacks, Coolmedia, Bobby9101, Bejnar, TenPoundHammer, Ohconfucius, Cumbrowski, ArglebargleIV, Kuru, Microchip08, Jbuddle, Adam Marsh, Nagle, RomanSpa, Noian, Ckatz, 16@r, Dirtyd, GilbertoSilvaFan, InedibleHulk, H, Ginkgo100, B7T, Iridescent, Kernow, Newone, Adambiswanger1, Linkspamremover, Rafaelcosentino, J
Milburn, CmdrObot, Tanthalas39, Mattbr, Mpcooke3, Gogo Dodo, Dtodd, HitroMilanese, DumbBOT, Markaff2, Satori Son, Im batman,
Thijs!bot, DarkNinja, Mojo Hand, Dalahäst, E. Ripley, Amykocot, Vikingbot, Calaka, Format, Widefox, Seaphoto, QuiteUnusual, JAnDbot, Barek, MER-C, Lvsubram, Wasell, SteveSims, Gogi gupta, Bongwarrior, VoABot II, Appraiser, TheMan232, Twsx, Theroadislong,
Paul-Michel~enwiki, A3nm, Punchkickinteractive, Cocytus, AVRS, Alakori, MartinBot, Anaxial, Toledonyc, El0i, RockMFR, J.delanoy,
Pharaoh of the Wizards, Jesant13, Toanke, Sphynx.ie, Vanished user 39948282, Treisijs, Bonadea, Matasm, Meiskam, VolkovBot,
Dink10, DoorsAjar, TXiKiBoT, Oshwah, Motivejustin, Universal prints limited, Crohnie, Aymatth2, Hypnoticcyst, DeathbyChiasmus,
Krazywrath, Itemirus, Manishrajawat, Mezadz, AlleborgoBot, Kryacek, Peterbisset, Wybert, Plinkit, Dawn Bard, Bentogoa, 123internetdesigns, EditorInTheRye, Poindexter Propellerhead, Newval, Mfisherkirshner, Gboone7, Capitalismojo, ArchiSchmedes, Rebeccaeskin, LightSpeed3, Kortaggio, Denisarona, ClueBot, Rustic, Schwarzenneger, Scott.friesen, Saddhiyama, Niceguyedc, Trivialist, Sabri76,
Karthikeyanseo, Excirial, Jusdafax, Ykhwong, Sun Creator, Dekisugi, Abacus3, Nefirious, Thingg, Scalhotrod, Mediaexpert, Rhinocerous Ranger, AZCMOMike, Callinus, Willyboy104, Johnuniq, Apparition11, Intrey, XLinkBot, Anomiemia, Jwmsfobcn, CohibAA, The
Aviv, Kbdankbot, Addbot, Grayfell, ConCompS, Some jerk on the Internet, Ledermanu, Ocdnctx, Mohamed Ouda, MrOllie, Neonorange, Favonian, Nigunman, Hussein fazal, Canjimifan, Teles, Jarble, Anywhereman, Luckas-bot, Yobot, Smokieboards, Breanne.Storey,
GamerPro64, QueenCake, Amitksharma325, Chingeyinabottle, Formicarius, AnomieBOT, Cyrex365, Rubinbot, Piano non troppo, MarbleRye, Materialscientist, Fmelendres, Xqbot, Eliumpd, Gilo1969, GaryLeeHenshaw, Levud, Quickqlick, Solphusion~enwiki, Ericgoldman, Wikieditor1988, Mathonius, Finestmail, Theni.M.Subramani, Sophus Bie, Smallman12q, Shadowjams, Darkvard, Dan6hell66,
Thejadefalcon, FrescoBot, Hyju, FagusNigra, Charleslau, Giorgio-1970, D'ohBot, Craig Pemberton, A little insignificant, SpacemanSpiff,
Hclim65, Serols, Sfao, TobeBot, Cgallagher3109, LogAntiLog, Rrvishewar, DragonofFire, Onlinecitizen, Wschlitz, Tbhotch, Shemeleshawty, Benhum, Mustufashah, Mean as custard, RjwilmsiBot, Msdollars, Harleydavidsons, Prommatee, Noommos, Ecsss1, Rollins83,
John of Reading, Dewritech, GoingBatty, RA0808, Lionkingkhan, Jasonkang0816, Komfort31, Solarra, Winner 42, K6ka, Newsjessore, Checkingfax, Damenleeturks, Havefunwilltravel, Tolly4bolly, EricWesBrown, Irene33, TyA, Gray eyes, Danielraz, Thierry2008,
RISCO Group, Gordon Otieno, Oona2504, Puffin, BioPupil, ChuispastonBot, Pdnocs, TYelliot, Rocketrod1960, ESMcL, ClueBot NG,
Knollies, MelbourneStar, This lousy T-shirt, Sujjsk, Vacation9, Madina domun, Frietjes, Ekphraster, NetKnight~enwiki, Psharma1720,
Widr, Spraif, Helpful Pixie Bot, DDmylesy, Herrera13, BG19bot, Ttshameer, Roverfind, Compfreak7, Expertwitness2011, Phlukie,
Nimss, Stingrays06, G1u4funk, Klilidiplomus, Sundar sah, Factsearch, WP Randomno, Droth0820, David.moreno72, Arr4, Cyberbot II,
ChrisGualtieri, EuroCarGT, Kamzworld, Rezonansowy, Política Galega, Yash!, Codename Lisa, Webclient101, WikiAficionado12, Lugia2453, Bastianbaltazarbux, Sidelight12, Frosty, SFK2, JiahuaWowo, Chl160, Elainelu9, Juliantrueflynn, Reatlas, Crisskooper, Jshulkin,
Vineeta.singh87, Ruby Murray, Enock4seth, Saini1987, Sebastianbute, Vittoriofrancis, Abdul.sofizar, RonPaul573e, Tentinator, Lovekisssoh, Captain Conundrum, Naughtybabe24, Dolla23, Damolaphilip, Pdshrader, Moulanashahwar, Dabramsdt, Dandyboy23, Nhinguyen196,
Stephanreek, Mayur G Kawale, Nfischer831, UKAmerican, Ginsuloft, Shark7GB, Webtistic, Raboken, Dkwebsub, Gofreeads India,
Fixuture, Daniel00019, Lakun.patra, Paweng, Uzair Tajuddin, Snkay9, System0002, Icington Group, Nazmulhasannahid, ChantelleRautenbach, Devilfish168, Masterkruegs, Yikkayaya, Melissawilsonn, Cesian, Nikosax, Outofcash, Ayrıntılı Bilgi, Mizan23, Crumbcorny, Siteadwiki, Zgsites, Taniaoberoi88, Seosirohigulshan, Rishit2, Khairulislambappi, Brownz23, Joanna.skidmore2014, Netcraftz,
Yash.056, Dai Pritchard, Greencapitalgroup, KH-1, Ajayacharya28, Rocky3794, TheSKumawat, Rsolar31g, MegynWebCoach, Eliraeicc, Grurocks, Mediatex.europe, Boubleschicken, ProGamerCode, RAJSINHARAJ, Jozefsanders, Sunrisingavenue, Babshaybell, Reidmoto, Stealthmaestrob, EsmeeNetwork, Evelyn Lori, AFL Blues, Yadav007akash, Nadiabouleka, Munyez33, Shilpiguptagurgaon, Gpdlwmfsjt04, Infinite0694, Kevfav, Rubetube95, Emmataylor001, Sunny0183, Day dreamerDC, KasparBot, Amiteb, Alvinclaros, Aquastony,
Nidhivarnika, Distle, Jenniferrubin7, Stebinak, ZAINSHAHBUKHARI, Davidmarkuss, Prince Gebauer, RoryGlover25, Kwamelyeon,
Blazzinglight, MellinaWilliams, SophiyaGibson21, Pkurls, Eno Lirpa, Shajeeh-ul-Hassan, Rupinder237 and Anonymous: 528
• Search engine marketing Source: https://en.wikipedia.org/wiki/Search_engine_marketing?oldid=720746655 Contributors: Ahoerstemeier, Haakon, Ronz, Agtx, LMB, ZimZalaBim, Nurg, Rasmus Faber, Gscshoyru, Discospinster, Brianhe, Ceo, Mwanner, Gary, Polarscribe, Blaxthos, Mindmatrix, RHaworth, Stefanomione, Mandarax, RichardWeiss, Rjwilmsi, Jweiss11, Bruce1ee, Vegaswikian, Jehochman, Aapo Laitinen, FlaBot, Korg, Gwernol, Roboto de Ajvol, YurikBot, Wavelength, Bhny, Pseudomonas, Kimchi.sg, ClayCook,
NawlinWiki, Retired username, Crm911, LarryLACa, JmA, Zzuuzz, PTSE, Jndtech, GraemeL, JoanneB, Giant89, DavidHull, ViperSnake151, Robotman21, Asterion, That Guy, From That Show!, Veinor, Hardscarf, SmackBot, McGeddon, Gilliam, Ohnoitsjamie,
Weeboab, Deli nk, Octahedron80, Bill Slawski, Colonies Chris, A. B., Can't sleep, clown will eat me, Jamse, Nixeagle, TheKMan,
Rrburke, Stormy Waters, Suasion, Bobby9101, Francislui, Cumbrowski, Wiesel 99, JzG, Kuru, Mtaus, Jbuddle, 3tailer, Beetstra, TastyPoutine, Hu12, Webmama, CmdrObot, Ewc21, JohnCD, Doc z, Michael boyce, Cydebot, Garyruskin, JFreeman, Dancter, Qamarzaman, Utran28, MatthewSwenson, LeeGov, Chudmoney, NigelR, Snipergrunge, AntiVandalBot, Drewk, Amitlaufer, Wolf grey, JAnDbot, Quijote3000, Barek, MER-C, KentjLewis, Magioladitis, Bongwarrior, TimMagic, Nyttend, Theroadislong, Mikeinleeds, JeffJonez,
RossMM, GDMSEO, Hdt83, CliffC, Onpoint search, Accuracast, Rouier, Micburnet, Mariolina, Aditya.raj, Mikani, Tadam, Gmazeroff,
Hagene, Jamesontai, Bonadea, Seankenalty, LidDavis, Hellosezoo, A.Ward, TXiKiBoT, Motivejustin, Nroliver, NPrice, Tddaly, Seoguruindia, Oxfordwang, Jackfork, UnitedStatesian, Andy Dingley, Alwaysepic, Project mosaic, Akc9000, AlleborgoBot, ASeainMe, Seorep,
S.Örvarr.S, GoddersUK, Coetzeen, Tresiden, Dawn Bard, Tim77788, Quinnskylark, Yintan, Phreestyle, Gpanterov, Bentogoa, Apexpromotion, WebRank, Luke Foster, Schmalfungus, Flandidlydanders, Hello71, Darincarter, Cometconversion, Capitalismojo, TradeFedPhil, FavoriteHero, Irontomflint, Trivialist, Mspraveen, Excirial, Johnmoor, Osmanseo, Heckledpie, UnivesityofOttawa, La Pianista,
Dana boomer, Johnuniq, Apparition11, Fangnet, XLinkBot, Krickhahn, Briangogan, Namanchakraborty, Johndci, Addbot, Cantaloupe2,
Roystonea, Yoenit, Kellycasey, TutterMouse, Semguru, Download, Cyberuly, Favonian, Jaime1208~enwiki, Ezsmartads, Krano, Entailmedia, WikiDreamer Bot, Internet Site Promotions, Yobot, Ptbotgourou, Josh.straw84, Step1mg, Pranavsaloni, AnomieBOT, Jim1138,
Frei696, Gregory Welteroth Advertising, ArthurBot, Hp4023, Mattseo, Backpackadam, Mark Schierbecker, Cleverclick, Mrseo1, Misterseo, Jbirrenbach, Joshichintan26, Giorgio-1970, Waseem0755, CrazyAboutTech, E2p, Wikicareers, Redrose64, Jonesey95, Ddwl,
Serols, Full-date unlinking bot, Transope, Michael.goldshmidt, Trappist the monk, January, Redbird is, Marcustaylor100, Finjimin,
Mstrehlke, Mean as custard, RjwilmsiBot, Stricchiola, ACDJ, Amandacdjoyce, EmausBot, Hamilton777, Katherine, Dewritech, Keithbaumwald, Soumikch, Fabahmadi, Modnen, Steve Bradshaw, Klynnlee, Donner60, Ankitcktd, Raviraj27, B2B user, Londongirl37,
ClueBot NG, Smtchahal, Dharshanar, Samej82, DataPeoplebd, Matt Edward, Willonthemove, Psharma1720, Widr, Ctkhanz, Web-
7.11. TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES
73
design2011, Salongo2011, Riya Sharma Pune, Travisyates, Sakkaku, Hiteshhoney, Jeraphine Gryphon, Kaimu17, WebMarketer11,
BG19bot, Contributor29wiki, BlogInsider, Lily700, Ganusha89, Joydeep, RealFox98, Seovancity, VirusKA, Mdwivedi, C99eb1, Eureka
mae19, TheSearcher2012, WikiUsersRSmart, SundaysAgain, Uksharma619, Amal nabih, Julia-seo, Wikpoint, Carliitaeliza, Shish Khisa,
R01184CK, Webnextsolution, Mogism, 2edsphere, Richard.aubin, Pandatim, Amol0508, Shorty606, SFK2, Deepkatiwari.xyz001, The
Anonymouse, SEMGeek, Bapbouvier, ExtraBart, Seoblazedelhi, RyanTylerThomas, Gabbarsingh07, Leavingacademia, Cra20, DefinitionWizard, 6it4pq, Automatedsales, DanaTodd, Morganglick, Monkbot, 40websolutions, MarkDowson, Seocompanyinhyd, Jblews,
YLoginov, Rajeevbadoni, Cari7942, Seosirohigulshan, Loriwagoner, KH-1, Rsolar31g, Robertobarlow, Atechnocrat01, Rajat.tyagii,
Limon994, Foysal69, Mjblank, LOWCOSTSEOPLANS, Ashutosht2281, Andrewstrass, Struggle99, Amiteb, Integrityseo, Shiv Traders
Scraps Buyers, Thepinkfl, Onepalm, Siddharthrj, Zeradigital, Karmaclub, Ziindia, Prasanth5555, ShawnSaver, RantorJakob, Brandylisa,
KatalinG, Steven Frederick Haines, Itslaxmikant, Robinseed, Metalduky54, LisaG60, Juniorstrive, Ammarpervez and Anonymous: 322
• Search engine optimization Source: https://en.wikipedia.org/wiki/Search_engine_optimization?oldid=721274996 Contributors: The
Anome, Malcolm Farmer, Fubar Obfusco, William Avery, Mbp (usurped), Netesq, Hephaestos, Edward, Fuzzie, Alfio, Tregoweth, CesarB, Ellywa, Ams80, Ahoerstemeier, Haakon, Ronz, Notheruser, Tzuhou, Angela, Sherwoodseo, Iain, LittleDan, Netsnipe, Andres,
Evercat, Dcoetzee, Viajero, David Latapie, Fuzheado, Tpbradbury, Furrykef, Ozuma~enwiki, Tempshill, Bevo, Morven, Fvw, Bloodshedder, Jamesday, RadicalBender, Donarreiskoffer, Pigsonthewing, Chris 73, RedWolf, Chocolateboy, Jmabel, Moondyne, ZimZalaBim, Academic Challenger, Rasmus Faber, Rrjanbiah, Hadal, Robinh, Mushroom, Lumingz, Diberri, MikeCapone, Aomarks, Centrx,
Giftlite, Philwiki, Smjg, Graeme Bartlett, Paul Richter, Kim Bruning, Inter, Brian Kendig, Zigger, Michael Devore, Markus Kuhn, Varlaam, Bovlb, Enkrates, Siroxo, Eequor, Pne, Ragib, ALargeElk, Wmahan, Antandrus, OverlordQ, Serps, Rdsmith4, DragonflySixtyseven,
Lev, Biot, ChaTo, Asbestos, Neutrality, Sam, Monkeyman, Discospinster, Rich Farmbrough, Supercoop, Ceo, Kbh3rd, Tentacle Monster, El C, Mwanner, RoyBoy, EurekaLott, Perfecto, Jpgordon, Thuresson, Cretog8, Circeus, Redquark, Timl, Fotinakis, NickSchweitzer,
Minghong, John Fader, Pobrien, Chicago god, Hooperbloob, Poweroid, Alansohn, Rray, Eleland, Polarscribe, Lordthees, Water Bottle,
Rtmyers, Batmanand, Wit, Caesura, Snowolf, Icewolf34, Suruena, RJFJR, CloudNine, Tomlzz1, Deathphoenix, Sfacets, BDD, Versageek, Tariqabjotu, Stephen, Zntrip, Jonhenshaw, Rodii, Weyes, Angr, Simetrical, Woohookitty, Thivierr, Robert K S, Chochopk,
Julyo, Clasione, Sengkang, Obe1989, Stefanomione, TNLNYC, Wbuist, Billy the Impaler, RichardWeiss, Graham87, Teknic, Josh
Parris, Rjwilmsi, Koavf, Vary, Tangotango, Kazrak, Jehochman, Sleepyhead81, Jeffmcneill, Aapo Laitinen, Bjhanifin, Chovy, Sharewarepro, RainR, Ian Pitchford, Michaelbluejay, Rthrasher, SchuminWeb, RobertG, Troxology, Nivix, RexNL, Jrtayloriv, DevastatorIIC,
Max1900, Dunemaire, Kickboy, Butros, Chobot, Visor, Korg, Digitalme, Gwernol, Flcelloguy, Michael Martinez, Uriah923, Raelx,
The Rambling Man, PhilipR, YurikBot, Wavelength, Borgx, TexasAndroid, Wehberf, Mahahahaneapneap, RussBot, Allister MacLeod,
Hede2000, Dkatten, SpuriousQ, HVH, Akamad, C777, Gaius Cornelius, CambridgeBayWeather, Kimchi.sg, RadioKirk, Npowell, Joeychgo, NawlinWiki, RattleMan, Grafen, Futurix, Howcheng, Shinmawa, CecilWard, PhilipO, Ruhrfisch, Rmky87, Tony1, Bota47, Jeremy
Visser, Duilen, LarryLACa, Yonidebest, JmA, Gladstein, MichaelCrawford, Joer80, Phgao, Fmccown, Zzuuzz, Ageekgal, Closedmouth,
Projectphp, Dspradau, GraemeL, Vicarious, Alias Flood, Lordmac, GKestrel, Thelb4, Ybbor, ViperSnake151, Zefrog, NeilN, MansonP, Insomniacl, Jdcompguy, NickelShoe, That Guy, From That Show!, Luk, Sycthos, Harthacnut, S0crates9, Veinor, Crystallina,
KnightRider~enwiki, SmackBot, Fireman biff, Derek Andrews, Reedy, MaxPowers, McGeddon, Grye, Quadszilla, Shabda, Hardyplants,
HalfShadow, Srnec, Xaosflux, Bepcyc, Ohnoitsjamie, Jushi, Wookipedian, Graphitesmoothie, KD5TVI, Krnntp, Xponse, TimBentley, LinguistAtLarge, JordeeBec, Jcc1, Quinsareth, MK8, JDCMAN, Oli Filth, Ukpik, Anchoress, Ronsard, Deli nk, Octahedron80,
Bill Slawski, Jxm, DHN-bot~enwiki, Stevenbielik, Darth Panda, A. B., Frost110, Gyrobo, Can't sleep, clown will eat me, Tamfang,
Nixeagle, Search Engines Web, Emre D., Downtown dan seattle, Israelbeach, MichaelBillington, Jnbwebpromotion, Eran of Arcadia,
Polonium, Bobby9101, Salamurai, Ceoil, TenPoundHammer, Iowasmiles, Cumbrowski, Starlionblue, Slavlin, Harryboyles, Xerocs, Valfontis, Terrence1019, Kuru, Acidburn24m, Iglew, AnonEMouse, Gobonobo, Soumyasch, Candamir, Gpridor, Breno, JorisvS, Dhaliwal, Vikasamrohi, Bjankuloski06en~enwiki, Crithit5000, Ckatz, Jason ramos, Loadmaster, JHunterJ, Beetstra, Noah Salzman, Synlighet, SandyGeorgia, Mets501, Mathsci, Michael J Swassing, Whomp, Ryulong, Citicat, Jcsquardo, Hu12, Mackan, JYi, Hetar, Kensav,
Helg~enwiki, Iridescent, Ravi.kumar, Newone, Rumschlagm, Oiskas, Andrew Hampe, Pimlottc, Courcelles, Linkspamremover, Meow,
Ravi tamada, Vermiculus, Danlev, Webmama, I5bala, Dlohcierekim, Dave70, FatalError, Developer2005, CmdrObot, Raysonho, Earthlyreason, Xobxela, Nexus Goof, DavidTurnbull, KyraVixen, Dineshverma, James.nichole, WATP, BKalesti, DaveK@BTC, Bill.albing,
Dgw, NaBUru38, Ferdiaob, Moreschi, DShantz, Harrigan, Oden, CJBot, Petewailes, Cydebot, Wikien2009, Mblumber, Ahmansoor,
Thizz, Treybien, J S Pannu, AlphaShroom, Steel, DrunkenSmurf, Gogo Dodo, Bastardk, Xxhopingtearsxx, Krator, Msnicki, DumbBOT,
Chrislk02, Teratornis, Ethan01, Ameliorate!, Kozuch, Brad101, Billtubbs, Sonny82, Candle21428, Mattisse, Epbr123, Dudi Scraba,
KleenupKrew, Bagdad-bob, Rajkiran.singh, Pallas44, Nvidura, N5iln, Ambulnick, Mojo Hand, Ssipseki2, Headbomb, WilliamH, Pjvpjv,
Rickb110, Guruweb, NigelR, Jnorthup, CharlotteWebb, Nick Number, Nisheeth, Wll6568, Dawnseeker2000, Scottandrewhutchins,
Niduzzi, KrakatoaKatie, AntiVandalBot, Majorly, Rockethot, Luna Santin, Widefox, JurgenG, Seaphoto, Overmaster net, Shandaman,
Edokter, Kamalchandran, Arteworks, Supplements, Benblackwell, Oddity-, Search Engine Optimization Basic, Dougher, Dotcomseo,
Mattonline, JAnDbot, Pryzbilla, Barek, MER-C, LisaAndrew, ToninMaep, Labnics, Collonell, Kaediem, Cruddy, Tqbf, Acroterion, Jukcoder, CrizCraig, Mjhmach5, Kjhstuph, Pablothegreat85, Unused0029, YAM, Bongwarrior, VoABot II, Edvf1000r, Cpl Hicks, Brianhalacy, Brandt Luke Zorn, Turkishbob, JamesBWatson, Vistadivine.com, Arltomem, AnimeGod, Rbraman, Stateful, Wrockca, Nyeguy,
Fallschirmjäger, Giggy, Not a dog, Vanished user ty12kl89jq10, Cbsonoma, Adrian J. Hunter, Allstarecho, PeterMottola, Vssun, Fc liam,
GeoFan49, Glen, DerHexer, MKS, Oicumayberight, Estesce, Viagra~enwiki, Stickyeyes, Gwern, Sheley, Beanstalk, Zacheos, Stephenchou0722, Dynamicseo, S3000, Donnahunt, MartinBot, Schmloof, CliffC, Bradhenry, Roger Mexico, Kbarchard, Fahadumer, Jonathan
Hall, Ur1ofus, Rouier, Sachi bbsr, Lightbulbs~enwiki, Micburnet, Ash, Jfroelich, RockMFR, J.delanoy, Pharaoh of the Wizards, Searchbliss, Aiseo~enwiki, Hackaback, Jensonick, Ulyssesmsu, Peter Chastain, Amir Hussein Latifi, Avtar2006, Vkistudios, Athaenara, Foober,
Ishamid, PC78, Gmazeroff, Stellar84, Alanpog, Hagene, Jayden54, Pyrospirit, AntiSpamBot, Margareta, Saif1585, MKoltnow, Zojj, Optimization1, ObseloV, Sachinairan, Cometstyles, Sepguy, Rebent, Reddyreagan, Jamesofur, Redrocket, Maple626, Bonadea, Whateley,
Izno, Funandtrvl, Saisatha, Sam Blacketer, LazyFox, VolkovBot, Thedjatclubrock, Spyrit safe, Angelusc, Mjbinfo, Maghnus, Billystut,
Davidwr, Philip Trueman, TXiKiBoT, Aman.bahl, Zidonuke, GimmeBot, Cosmic Latte, Vipsem, Calebschmidt, TommyKiwi, Khalaan,
Braders17, Stephenrobinsz, Anna Lincoln, Imasleepviking, Rich Janis, Nishalegend, Devilzadvokat, Mjlissner, Bass fishing physicist,
Matt akuk, Pennstatephil, GlobeGores, Seotraf, LeaveSleaves, Mannafredo, David Condrey, NetOracle, Seoguy, Aymerkez~enwiki, Thehollowblah, SheffieldSteel, Clbass1, Kmastrola, Jaheal200, Globefrog, Dcgwebservices, Tougar, TronnaRob, Seocompany, Falcon8765,
Shierra, Project mosaic, Sutcliff, 1-555-confide, Masoodsabir, LittleBenW, AlleborgoBot, Logan, Benhood, Onecanadasquarebishopsgate, Seahorsy, Deramisan, SieBot, Coetzeen, Gsimon818, Suhalbansal, Tresiden, Tiddly Tom, Work permit, Scarian, Winchelsea, Da Joe,
Parhamr, Caltas, Thomasdk98, Ravensfire, Soler97, Kentor1, Bentogoa, Tiptoety, Radon210, Dataneger~enwiki, Oda Mari, Arbor to SJ,
Elcobbola, Askild, Yerpo, Samuel horse, Oxymoron83, Flandidlydanders, Lightmouse, Jameshacksu, Poindexter Propellerhead, Tomtraff,
Ceas webmaster, Meinhaj, Werldwayd, Grim-Gym, Spartan-James, Kelley pec, Wuhwuzdat, JeffMHoward, Laxminarayan108, Superbeecat, Eve1213, Suckmybigfatcockbitches, HairyWombat, Cka zug, Singmarlasing, Seoz87, SallyForth123, Latinpafa, Ssetd, Elassint,
74
CHAPTER 7. WORDPRESS
ClueBot, Managedspaces, Snigbrook, The Thing That Should Not Be, Sonicelectronix, Fadesga, Jan1nad, Stevenmilne, Mdomengeaux,
Semnews, Motanel, Drmies, VQuakr, Sushilover boy, RobBertholf, Shinpah1, Sweetspicelife, DanielDeibler, Trivialist, IndigoLeftRight,
Mspraveen, DragonBot, Agentbleu, Excirial, Gnome de plume, Jusdafax, Northernhenge, Eeekster, Igorberger, Bvlax2005, Webduckdesigns, Hsn mhd, Domesticmonkey, Coccyx Bloccyx, Petrosianii, Yellow7, Dekisugi, The Red, Saebjorn, MonsieurLi, Stefanomanarelliwasrailroaded, Thehelpfulone, Rainmannn, Inspector 34, Wikiindian123, Ulgaming, Howfar, Aitias, Dexteritymedia, Versus22, Dana
boomer, Nik2007, Willyboy104, Johnuniq, SoxBot III, Nadine Peschl, Seoadr, Bücherwürmlein, Seotactics, Mayankgates, DumZiBoT,
Aj00200, XLinkBot, Rahulv11, Sjgknight, Gnowor, Seowiki, Y.pramod, Avoided, WikHead, Aryavartjewelry1, SilvonenBot, NellieBly,
Alexius08, SDSandecki, Enhanz, AndyKeith, Stakz, Mike22222, Alphaseo, Daniserra, Search-Engines-Optimization, Janet.hightower,
Luwilt, Addbot, Ramu50, Cantaloupe2, Tylerdjefferson, Florentdev~enwiki, G J Lee, Kellycasey, 8harleydog, Fgnievinski, Vedmaurya, Innv, Omkarg, Globalinflatables, Kiranoush, TutterMouse, Priyankarules, Imaseo, Clearwriter, Mohamed Ouda, Davidscoville,
Semguru, MrOllie, Mentisock, Download, MrVanBot, CarsracBot, Simeon24601, Nuclear696, Favonian, PopularOutcast, Raajj81,
Sharanyan, Sdbmaranello, Raju Lal, Species8473, Jasllen69, Billu999, Semexpertindia, Verbal, Tharmon0717, Euphoricweb, Gautammarwaha, Zorrobot, Danieldfaux, Businessjohn, Purse9644, Yobot, Krith23, Timstaines, LDVO30, Camelia13, Legobot II, Bruce404,
Great Mans Job, II MusLiM HyBRiD II, Highbloodpressure, Pmg2007, Success4uteam, Lkutaj, Nallimbot, Jerusalem53, Thenasko,
Pupitetris, Katnels, AnomieBOT, Riasmaja77, Trupti 610, NathanoNL, Intacart, Redbug20, IRP, Dvishnu, Pyrrhus16, Saroger, 9258fahsflkh917fas, Quale38, Piano non troppo, 90, FrostBoost, Bluerasberry, Materialscientist, Sagarn1, Yardandgarden, Realitybend, RadioBroadcast, Aff123a, Citation bot, Jkngroup, Wabam, Felyza, Apm expert, Getafreeseo, Roux-HG, Kcheung123, Ouroboros726, Neurolysis, ArthurBot, Markworthen, Xqbot, Knighty123, Capricorn42, Bihco, Internetseo, Mononomic, Pravars, Seopositions, Jcalamity,
JVRudnick, Tomwsulcer, Shahursk, Searchdoctor, Aynom, SyedHasan.Mahmood82, PimRijkee, Chasethesky, As847618, Gallerysites,
Omnipaedista, Mark Schierbecker, RibotBOT, Cleverclick, Aleksandar acca, NobelBot, Kardana, Srikanth8000, Janbellows, Md8834,
Ganesh J. Acharya, Lior1075, Vineetrajput, Youngboy2003, Shadowjams, Sorcerak, Mrseo1, Misterseo, Timmim, CorporateM, Sohan113, Vijay1403, Samwb123, Sesu Prime, SD5, Slizer2, ItBangladesh, Jhon barkan, Sowmyaram1985, G18industries, Avinash.avala,
Pepper, Ngphuc2k, Asiftahir, Pentagonsoft, Penworthy, Giorgio-1970, Johnwpalmer, Ukmotortrade, Enuffrain26, CrazyAboutTech,
Gtb113, NYCBrokerFREE, Cackleview, ThothsBook, CharismatcV, Seolinks4u, Saddiqq, SpacemanSpiff, TimothyDWagner, Awesomeweb, Greyblogs, Mythoughts2, Calmer Waters, Iwebwriter, Codwiki, Lazyjai, Harrybias, Catyoung, Swedeaction, Blogger11, Balddog, SpaceFlight89, Wahd2005, Seowizz, Lamatrice, Masteruser23, LaesaMajestas, InternalStatic, Dimitar a, Jauhienij, Dev564, Globalmarketexposure, Boated idea s, Dizzyd238, Ruzihm, AlexandiaGrahamBell, TobeBot, Samorvil, Idslogic, Sarlancaster, Olly79, Kipironside, Dxhunzai, Lotje, Nitin002, Debjitbiswas, IslandsTropicalMan, Twinchi, Euvinlam, Prakash Malayalam, Aoidh, Seahorseruler,
Beego2008, Rogdov, Crysb, BizWebCoach, Treasurecoast, Diannaa, Simply knowledge13, Nicola Connolly, LinkKingCJ, Aajvcad,
Tbhotch, Scottgallagher55, Sglodion12, Researchit, Brambleclawx, Keyword Tool, M150565, BrightBlackHeaven, Nel03004, Rajupatel111, 1searchking, RjwilmsiBot, Infoserve, Mohdajmal, Titanskc, Regancy42, Web2mayhem1, Chaikq, Galloping Moses, Darnals,
TJLoop, Chintu1992, ACDJ, Jameswdcrawford, Smallpettypeople, Salvio giuliano, Slon02, Jfhallberg, Wiki navid, Enauspeaker, DASHBot, Indiazseo, Peakperformer1990, Orphan Wiki, Hamilton777, Immunize, Jimfurr, Stevegoble, Mediaguy916, Jittree, Robert214,
M.alqasim, Active Banana, Kamtech2010, Samlangdon, NotAnonymous0, Kristymartin.bizonly, Sir mac1, Candy sha, Wikipelli, Ivostefanov, Xia sha, Fabahmadi, Peterjones0001, Thesecretmoneymakers, Rajnish357, 5alam83, QuentinUK, Vikkimount, Xtzou, Interspireseo, Seonaster, Madein272766, Akerans, Zackhasit, Mineshmodi63, Usproblogger, TDEmembers, Empty Buffer, Qwertydzen, Cdlcbe,
Raj25rc, Staceybrown281, Bsanders246, Kmkerol, H3llBot, Eheuristic, Modnen, Topgear8, Officechill, Jimbo16454, QEDK, GRStearns,
BirchComm, Hoahoc141, Tongxinart, Jacowebmaster, Anubhavkapoor1980, Irene33, Mamacitamamacita, Lambodhari, Wildnetseo,
Freekyameekya, Flightx52, Schnoatbrax, Joshuatitsworth, Lisagan, Raheelmushtaq, VNonesuch, New york art editor, CharlieEchoTango,
Roman Terry, KooDating, KatyForward, Emma23 K, ClueBot NG, Anyone85, DrDooBig, Ga2114, Cyberservice, Alexandrinagal,
WeShareWeOpen, Doctor Ruud, Knox387, Jaudette3, W3forum, Sasiprk, Gatsby58, Iqternet, Qarakesek, Denishverma, Jacobdegree,
Learnseo, Seoworldwide, Manusmriti Modgil, Eddiejodriscoll84, Krystalc54, Hpian, Macdonjo, Seoarticlepost, Onswebmaster, Khatamchand, Eembee100, Kingseo, Lisa31737, Melwinchiramel, Palstreetdomains, Fairestcape, Jimvotes, Anuragjainvirus, Smithaincm, ArturG, Katkay1, Ilovedar, Pawan dhiman, Coolaij, Coolaij12, Lambed01, Pcmatt2000, CasualVisitor, CreativelySpecialised, Jayenkecil,
Www.bizsparks.biz, MerlIwBot, Richardmowat83, Ysiegel, Sweet tea van, Gunjan.digitalboard, Cathydunham, Winning,Duh, Helpful
Pixie Bot, Seo worlds, Ernest3.141, Cagarland1, Sumanadhikari, Misc Edit, AskWill, Ktpatel27, Wbm1058, Blogseodrakula, BG19bot,
Scottaleger, Kumsarav, Cyberpower678, Seosudhirpratap, Rayhanzhampiet, Inetseo, Anhkhanhnd21, Seochesingapore, Mark Arsten,
IntelliSites, Syedmuddassar, Fianwiki, Smileverse, Garymonk, Wikpoint, Cec2008, Fraulein451, DiTescoMedia, Arr4, QEWeightLoss, TheGateKeeperBeta, Hydroxytriptamine, Venus27vij, Detkhobut, Ramandeep000, Maxasher, RyanPeckerwood, Johnleo1, Hexile, MMuttaleb, Fabiansmithh, Marry david, V3mtech, Trambilas, R01184CK, Beenakuliyal, Nazmul262, Webseosolution, Br'er Rabbit,
SoledadKabocha, Wyk1ng, Cheolsoo, Benjim1987, WikiAficionado12, SFK2, Jonhope123, RebeccaChurt, Robertpattinsons, Scandiescot, PaulMlumbo, New worl, Mehnaz Khan, Gabbarsingh07, 6it4pq, Himanshu Suri, Salsakesh, Tudor987, PJone, Monkbot, Srwikieditor, Filedelinkerbot, KristiKellogg, Gaurav Sharma11, Indyarockshd, Ranganathancse, KH-1, Zubairabbas, Almaideen, Jozefsanders,
Sarac12345, AndyBVolcom, Alastair89, KasparBot, Researcher9999, Davidboom, LIQVD ASIA, Roman.Daneghyan and Anonymous:
1529
• Social media marketing Source: https://en.wikipedia.org/wiki/Social_media_marketing?oldid=720697145 Contributors: Deb, Kku,
Haakon, Ronz, Topbanana, Alan Liefting, Giftlite, Pascal666, Rinkjustice, OwenBlacker, Ukexpat, Discospinster, Brianhe, Thegrue,
Quiensabe, ESkog, Giraffedata, Alansohn, DreamGuy, Wtshymanski, Versageek, Woohookitty, BD2412, Rjwilmsi, MZMcBride, FlaBot,
DVdm, Bhny, NeilN, Bridgman, ChemGardener, SmackBot, McGeddon, Jab843, Ohnoitsjamie, Deli nk, Bazonka, Sct72, LPCA, Cybercobra, Nakon, DMacks, Kuru, General Ization, Ckatz, Optakeover, Sander Säde, Danlev, CmdrObot, Nova325, Harej bot, Jac16888,
Slazenger, Meno25, Gogo Dodo, Dancter, Headbomb, Seaphoto, Barek, MER-C, Ph.eyes, Magioladitis, JamesBWatson, Theroadislong,
Biznickman, Cocytus, DGG, Flowanda, Anaxial, Schlichtm, Icseaturtles, Tmarek~enwiki, KylieTastic, Bonadea, Takucharael, A.Ward,
Codeshepherd, Saturn star, Billinghurst, Andy Dingley, The Devil’s Advocate, Monty845, Deepblerg, SieBot, StAnselm, Dwandelt,
Dawn Bard, Yintan, Toddst1, Manway, JohnnyMrNinja, Denisarona, Sitush, Damienwjking, Pojunis, GorillaWarfare, Mild Bill Hiccup,
Noni4eva7, DanielleJ, Trivialist, AuthorAuthor, Sun Creator, Zigojacko, Tnxman307, Gamebuff2020, SoxBot, Johnuniq, Apparition11,
XLinkBot, Feinoha, WikHead, Boboangel, Addbot, WeatherFug, Poco a poco, Jojhutton, Sudhir nyc, MrOllie, Download, Debresser,
Favonian, Audiotraveler, Monikapardasaney, Luckas-bot, Yobot, Themfromspace, Carl Steinbeißer, Aryalive, AnomieBOT, MargoKey,
Materialscientist, LilHelpa, Xqbot, Amberine, Chrisbwallace, Mcstubble, Erik9bot, Pc4media, FrescoBot, Rgishri, Cloudsail, Smaccatino, BenzolBot, YuanZuan, Rgbroitman, Jowens89, I dream of horses, Smurfn88, Vinodnambiarp2, Sundar77, MTorbin, Mfurness,
Allthingstoallpeople, RedBot, Kajalsharma1234, Sandeep74, Dev564, Blacktigercub, Cnwilliams, Orenburg1, Siddhegde, ConcernedVancouverite, Trappist the monk, Josephhurtado, Clarkcj12, MrX, Shitikanth, Tagough, JodyLeon, Samughal786, Puretyy, Ravenclaz,
MelissaSheaBarker, Sabrina111, Onel5969, Mean as custard, RjwilmsiBot, Bkohlmeier, Ripchip Bot, Lopifalko, Journ3eb, Along5418,
Rollins83, WikitanvirBot, Sfrasco, Ryan Taft, Dewritech, GoingBatty, RA0808, RenamedUser01302013, Kristymartin.bizonly, Deanantink,
7.11. TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES
75
Winner 42, Momita kulkarni, Amit kumaar, 15turnsm, Aaron49, Teambeck, Fæ, Smucoxweb, Mkt563s10, UNMMarketers, Ericboggs,
Fanslike, Jtimed, Erianna, Johnlee917, R Bryan Anthony, Schnoatbrax, Palosirkka, Article123456, Babezira, Pannu7, Mushin69, DanielHerndon, Orange Suede Sofa, Kvcindia, Tomclopez, PJSweeney007, Ethical SMM, AdjoTan, Evster88, Rocketrod1960, Bryanglanz,
ClueBot NG, SpikeTorontoRCP, Dharshanar, Zaizhi, Steadydoesit, Catlemur, Ackruti123, Madina domun, JannuBl22t, Brenseid, Macdonjo, Bigted1, O.Koslowski, QULaurie, Mikeypotter, Benjaminvermersch, Widr, Baumgaertner.s, Socialf5, Lagoliveros, Smartatthestart, Wbm1058, BG19bot, Tristan handy, Goldenbearlair, Mscopeland, Lisapadilla, MusikAnimal, Paganinip, Connectiongraphics, Cyboboy, Atomician, Socialmaven1, Seopapa, Jabo-er, NateSmoyer, GeorgiyKrasavin, Sarahooker, Sputnik4024, Awoainc, Adamstraw99,
Morning Sunshine, Garymonk, Gogojerry, MorrickLee, Jam2187, Hiuuf, BattyBot, Muralmedia, David.moreno72, Datamaven, Danique,
JerDoug, Cobra60, Aleck2, Rocky4432901, Evdeneve20, Rcjervis, MMuttaleb, TheJJJunk, StandardSwan, Rapture11, Malavika92,
MadGuy7023, SankarDatti, Varun3288, BrightStarSky, Webclient101, ADavisCurry, Mogism, Pijussau1, Navtag, Kanpur99, Daivhp,
Ms. Corningstone, SFK2, Mplysiak, Tomj77, Priyanka365, JJohnson1987, Karananand87, Sarvesh.syal14, Vonscheel, Aideeerf, Serjifateev, Duro6, Ocksford Comma, Thibdavoult, Zalunardo8, Saini1987, Doyle Buehler, Sanyad23, MangoDango, Gabriel1967, Vittoriofrancis, Timconst2013, Krmart, Anandcte13, Mmmgsocial, Priyankpandey42, Kevinhobusiness, Legendcrest, Tbxhelen, Gunn3r321, Nathan
mpc, Gabbarsingh07, Ckggoff, Meera devine, Kharkiv07, Bro(sv), Sumant1234, DefinitionWizard, Tmbs, Pauldmitchell13, Seagull123,
Arunchuck, SophiePerrone, SJ Defender, Realtyfire, YumaBloggers, Imchauhan, Clamking, Dooorisa, Corona2215, Racer Omega,
12sunilthomas, Daniel00019, Socialitical, Petermckn, Oghenerukevwe, Devilfish168, Monkbot, MarkDowson, SEO Param Prakash,
StephESC, TheQ Editor, TurinT, Famstutz, Gaurav Sharma11, Hazardbx, CerealKillerYum, Fjsand, Meiki0901, Robeenp, BrettofMoore,
Sindiparmar1, MichaelStuart2014, Strife Lim, Franko.Metz, Santhony1231, Dai Pritchard, EarlPablo, Nikki2400, KH-1, Ajayacharya28,
Sarasedgewick, Piyalahoti, Youtubereviews, Israelpmx, Vinnylabarbera, Rajuarjun, Sarojsaha, Jacbizer, LouisFrankPorter1992, Jozefsanders, Jmayberry2210, Sunrisingavenue, Chrisavignon, FENESTA UPVC WINDOWS 8008019933, Grprashanthkumar, AnvayPradhan, Mitalee Patil, Toralb, Iwilsonp, Josh Druck, SickSycophant, PellegriniD, DaggerOutlaw, 360crest, Brittsdoyle, Sandip021982,
Joseph2302, Ilinkwiki, EsmeeNetwork, Kon732, Verbal.noun, Jyoti281085, Raffaele.filieri, Seoexpertkurban, Naeemak, Quinto Simmaco, Sabujhossain, Darkblue-x, Amiteb, ParsFortuna, Dewy05, ESEG CARS, Henrico4, Roxpak, Thepinkfl, Alilon23, Alilon123,
Cparis007, Jimbob7770, Jack Barmby, Kinghoguie, Shahzebraza, Olgalira22, Irfansardar, Stuartmcclure, Mariamitina1985, Distle, Libraryemilyr, Anuragggupta, Pvtmahmoud, Crsisk, ChrisOverton12, Edwardglane, Sanmitra1, Strikeescaperooms, Susannewulf, Thomasdrapper, Mmcgarr, Researcher9999, Brussaa, Thetechchaser, Keblack777, Brett de Leijer, Felixrc91, WayfaringWanderer, Xurli, WhySeoServices, Samiabdb, Snorre94, Pradeepiidt, Alexa Fox, Manoj Rawatz, Themogg, Fflmedia, Vladmedv, Midigital, Km13oj, Hannakay96, Metalduky54, LillyW23, Rk tandon, RamonSilva80, Znn6673, Kirkvazquez, Mackenziewalker, Rituusingh and Anonymous:
300
• WordPress Source: https://en.wikipedia.org/wiki/WordPress?oldid=721282737 Contributors: Dreamyshade, Sabre23t, Vaganyik, Ellmist,
Frecklefoot, Edward, JohnOwens, Wm, Nixdorf, Liftarn, Cyde, Greenman, Darkwind, DropDeadGorgias, Julesd, Conti, Popsracer, Rootpoot, David Latapie, Visorstuff, Lou Sander, Kaare, Furrykef, VeryVerily, Finlay McWalter, Chealer, RedWolf, Khlo, Mattflaschen,
FrankSier, David Gerard, DocWatson42, Khalido, Brian Kendig, MadmanNova, Fleminra, FeloniousMonk, Pbryan, Sdfisher, Ans,
Enkrates, Pne, Christopherlin, J~enwiki, LiDaobing, Junuxx, Quarl, Mahemoff, ShakataGaNai, Copperboom, Mattthomas, Cynical,
Mark Millard, Xoddf2, Photomatt, RevRagnarok, Imroy, EugeneZelenko, A-giau, Discospinster, Herzen, Rich Farmbrough, 2fargon,
Pmsyyz, Vsmith, Kartooner, Seanorthwest, Shlomif, Bender235, JoeSmack, Schmeitgeist, Circeus, Martey, Stesmo, John Vandenberg,
Enric Naval, ZayZayEM, Unquietwiki, Of~enwiki, AndrewRH, Renwique, Anonymous Cow, Towel401, HasharBot~enwiki, Gary, Polarscribe, Amram99, Aegis Maelstrom, Cburnett, Danhash, Runtime, DonQuixote, Toytown Mafia, Mrcolj, Geraldshields11, Foolswisdom, Zawersh, Computerjoe, MrVibrating, Versageek, Mattbrundage, Jdcastan, KTC, Bobrayner, Iriefrank, Simetrical, RHaworth,
Ohyoko, Uncle G, Deeahbz, Fpworks, Ruud Koot, Stephanspencer, Male1979, Plrk, CharlesC, Havarhen, Toussaint, Techcheetah,
Gettingtoit, Kesla, Stoni, BD2412, MC MasterChef, David Levy, Rjwilmsi, Pdelong, Koavf, NekoFever, Drmike, MZMcBride, AlisonW, Dar-Ape, Husky, Silvestre Zabala, FlaBot, SchuminWeb, Heilemann, Strangnet, Joen~enwiki, Preslethe, Diza, Tedder, Lambyuk, Chobot, Frappyjohn, DougalCampbell, Agamemnon2, Michael.H, Gwernol, YurikBot, Wavelength, Borgx, RobotE, Kinneyboy90, MacManX, FrenchIsAwesome, J. M., SpuriousQ, BigTiger, Hydrargyrum, David Woodward, Shell Kinney, Gaius Cornelius,
Havok, Pseudomonas, Wimt, Daveswagon, NawlinWiki, Synthrabbit, Jamesd, Scoop0901, EEMIV, Falcon9x5, Polpo, Jeremy Visser,
Sandstein, MLA, Reduxtion, Denisutku, KGasso, Canley, GraemeL, ViperSnake151, Hayfordoleary, Mdwyer, Boccio, SG, SmackBot, Haymaker, MldIFS, Barnzatron, Herostratus, McGeddon, Rrius, Leki, Bomac, Perwaja, Tbyrne, KelleyCook, Bugs5382, Gilliam,
Ohnoitsjamie, Marc Kupper, NewName, KD5TVI, UnkleFester, DStoykov, Thumperward, Vanished user ksmlkw3rk4os, Snori, Auhsor,
Etcher, King Arthur6687, SvGeloven, Deli nk, Jammycakes, Ctbolt, Doogate, A. B., Juvenall, NYKevin, Nick Levine, Frap, OrphanBot, GBobly, RedHillian, Roberto.catini, Xibe, WaldoJ, AffiliatePro, Derek R Bullamore, Phileplanet, YojimboSan, DMacks, Cosmix, Podz2, Timdream, Thejerm, The undertow, Derek farn, Semag68, Syxbit, Gobonobo, JorisvS, Kashmiri, Minna Sora no Shita,
Green Giant, Wdez, Joshua Scott, Greenagain, Beetstra, Julthep, TastyPoutine, Tonys~enwiki, MyOwnLittlWorld, Wikixoox, Keahapana, Nathanrdotcom, Hu12, Nicksid, Tamino, Vermelho, Saltlakejohn, Matt Bernius, Kirk j12002, Shoffy, I5bala, Altonbr, SkyWalker, GreyFoxHack, Rambam rashi, Maester mensch, Tripter, Speedboxer, FlyingToaster, Avapoet, Erencexor, Cydebot, Cahk,
MarkJaquith, Gogo Dodo, Benedict Rodgers, MikeonTV, Mattwiebe, Dancter, DumbBOT, Envec, Kozuch, Omicronpersei8, SamuraiHQ, Talgalili, Neo12345292, Thijs!bot, Navster15, Markus Pössel, Srikat, Viper007Bond, A3RO, Kungfujoe, Piotr Mikołajski, Nick
Number, Chimaeridae, Heroeswithmetaphors, Sherbrooke, Seaphoto, Carolmooredc, Gczffl, Smartse, Charlesstricklin, Soren121, Jebbin, Mutt Lunker, Dpetley, StevenT1, Barek, MER-C, Robin Stocker, MelanieN, John Snow, Benccc, .anacondabot, Jleuze, Magioladitis,
Bongwarrior, Xb2u7Zjzc32, Cadsuane Melaidhrin, Tedickey, Steven Walling, Catgut, Indon, SilverThorn, JeffJonez, Mepex, Toddcs,
Dgonzal4, Rajpaj, Jkeesh, Varelse~enwiki, Mofs, S Carpenter, Hsz, MartinBot, Ariel., SuperMarioMan, Yaron K., R'n'B, CommonsDelinker, Sir aaron sama girl, Ash, Whale plane, Matthewrlee, Tgeairn, Andrew2006, Brrk.3001, Chaveyd, RenniePet, Wmseo, Althepal, Jackaranga, KylieTastic, Designdroide, Jös, Nathandiehl, Laura SIMMONS, Ajfweb, Bonadea, Doubleyouyou, Aarondanhall,
Queen.zeal, Idioma-bot, Funandtrvl, James Kidd, Alexdigital, Shermanhu, VolkovBot, Tourbillon, Jeff G., Davidresseguie, Pawelmiami, Subnoto, TXiKiBoT, Oshwah, Jonathan Fuchs, Drake Redcrest, Technopat, SCriBu, DuckeJ, Otto42, Mbalkhi, Xpanderz, DennyColt, Alinutza b, JhsBot, Mattbayly, Misterdiscreet, Abdullais4u, AtaruMoroboshi, Sc0ttkclark, Ofazomi, Erinmystic, Billinghurst,
Wallywall, Andy Dingley, Synthebot, Jcboude, Dulcepixels, LittleBenW, CT Cooper, FlyingLeopard2014, Gravedig2, Kingoftheroad,
SieBot, Acps110, Yintan, Stegre3, Mrengy, Jerryobject, Bentogoa, Flyer22 Reborn, Crails, Razvanm787878, Hza100, Yerpo, AngelOfSadness, Xe7al, Jeanne Dininni, Techman224, Bencracknell, Robuis, OKBot, Fengt, Dabomb87, Escape Orbit, Mr. Granger,
Martarius, Sfan00 IMG, ClueBot, Softpurple, Aydcery, Kworthington, Vacio, Cobo1981, Nnemo, Unbuttered Parsnip, Nz43, ColinHelvensteijn, Marjaliisa, Test619, Kl4m-AWB, Mrpoor09, Niceguyedc, Ayd00, Darth NormaN, Cloudinthesky2, Tiberiustibz, LizardJr8,
Tdavey, Lilguy574, Teachfor.us, Μάριος Ζηντίλης, Mrdavidlaing, Dkza, Kitsunegami, Excirial, Naerii, DrFeinstein, Lindsay2708, Intowagon, EtudiantEco, Dtwong, Oc666, Haselyn, Lostraven, Ricoflan, Thingg, R2zinhu, Manjeshpv, Anon126, Apparition11, Wnt, Wikidas, SF007, DumZiBoT, Terryheath, XLinkBot, Rahulv11, Nathan Johnson, Hervard~enwiki, WikHead, Lloydde, NHJG, TreyGeek,
76
CHAPTER 7. WORDPRESS
Addbot, AWPT, Mortense, Drkameleon, Loki racer, Atethnekos, M.nelson, Grandscribe, Ronhjones, D0762, Scientus, BrainMarble,
NjardarBot, Cst17, Jefflithe, MrOllie, Download, Favonian, LinkFA-Bot, Bwrs, Bkonkle, LuK3, Ben Ben, Luckas-bot, MoneyNing,
Yobot, JackPotte, Dopex, Ptbotgourou, Legobot II, Siddharthhacker, Machesked, OsiNetWiki, THEN WHO WAS PHONE?,
,
Nyat, Dancingberry, Dmarquard, AnomieBOT, Ciphers, Rubinbot, 1exec1, Jim1138, Dvishnu, Wickorama, Piano non troppo, Grzegorz Dubicki, Yachtsman1, Eyashwant, Crecy99, Markiyan, Materialscientist, 90 Auto, Citation bot, Bloodmage478, ArthurBot, Quebec99, TheRealNightRider, Xqbot, Jayarathina, Zad68, Intelati, Capricorn42, TracyMcClark, 1wolfblake, WikiAddict90034, Brockangelo, Laidget, 16x9, Wedsxcrfv, Nasa-verve, Pandamonia, Mario777Zelda, Xposurepro, Jwojdylo, Mathonius, Alexandru Stanoi, Andrewmcavoy, Jacosi, Al Maghi, Merlin-geezer, Geowikiwriter, TheKingOfNet, Mishka.medvezhonok, A.amitkumar, Thehelpfulbot,
Ralph2391, Skatecoder, FrescoBot, Deltik, Alvb, Lukefulford, Dogposter, Sidesthat, VS6507, Ionutzmovie, 1nspire007, Oneforfortytwo,
NuclearWizard, Lucystudios, Ahmer Jamil Khan, Hotnewinfo, Stichbury, Samsujata, Tornedo500, Narutodude000, Zoonosis, Wikipincompk, Winterst, Biker Biker, Razrbackfan5, I dream of horses, Elockid, AlexanderShelton, Jonesey95, Firmdot, Yahia.barie, Skyerise, Nnnini, Garazy, RickMagg, RedBot, Elbloggers, 13thThief, Serols, ஜெ.மயூரேசன், Michael Minh, Therealpowerflower, DominatorMatrix, Full-date unlinking bot, MarkX2, Pcuser42, TedPayne, Herakleitoszefesu, Gryllida, Chris Caven, Aswanii, Jesus Presley,
LogAntiLog, Nicusor.dumbrava, Thebassbeat, Lotje, MfCar, Dinamik-bot, Markpackuk, SeoMac, Dragonstrike09, Jacobstree, LogiNevermore, Tkn75, Tbhotch, Reach Out to the Truth, Lolshi11, Onel5969, Mean as custard, Rr0hit, TjBot, Jeherve, Lopifalko, Noommos, Betatester wiki, Johnonolan, Rollins83, Royaflash, EmausBot, John of Reading, Tuankiet65, Iti vietnam, Immunize, Joshuashaloim,
Theone salman, HHawk, Barraponto, Moswento, Source206, Tommy2010, Markjbrown, Dcirovic, Wptrainer, Marsha555, Daonguyen95,
Cfust, Mrbeej, Jonpatterns, CristiMarin, Eken7, ArtfulD, Zaher.Kadour, Pavan1804, SporkBot, Jorjulio, Mineshrai, Kilopi, Cmac1500,
Benzbpolo, Flash3441, L Kensington, Gsarwa, Seniorexpat, Donner60, Atollon, MainFrame, ChuispastonBot, Zaruha, Wwah, Alicia168, Dpaule, Rocketrod1960, Mjbmrbot, Petrb, Ahmadesam, ClueBot NG, Polina Bilokonna, Arkadiusz Zwierzyński, Jeff Song,
This lousy T-shirt, Mangal ratna, MRFazry, Leifnsn, YannickFran, Jackiecai, Jmedina399, Tabletrack, Aswin2411, Wgolf, Developer4hire, Lorellev, Wordpressdesigner, Cosmicnet, Amusarra, Widr, Gavin.perch, Indiana.sam27, Umuthan, Theopolisme, Helpful
Pixie Bot, MsFionnuala, Seostick, HMSSolent, ProWP, Titodutta, Anashir, BG19bot, Varg242, Arnavchaudhary, Ryan8Media, Kunri,
Impixelrat, Ibloggr, Stevethorne143, DrewDrewAPicture, Leyoor, Mark Arsten, Vincent Liu, Compfreak7, Hantaah, KarSho, Atomician, Calotor, Falkirks, ChrisWiegman, Gazaneh, Djagain, Chmarkine, Katrinamoris2014, Mastertushar, Solved009, Mayast, Netzonpk, Hateman20, Ryna688, Kamal.hamiya, Fylbecatulous, Cjblythe, Winston Chuen-Shih Yang, EricEnfermero, BattyBot, Ervadegato,
Ravi163, Arizona266, Zhaofeng Li, DiTescoMedia, Arr4, Kylep6190, Pwcc, Imshashank, Mlbaker4, EuroCarGT, Axarsu, Milijanajovicic, Eddy1roy, Themecloudorg, Qxukhgiels, Sam.ldite, Lucindasleath, Dexbot, Rezonansowy, FoCuSandLeArN, Lixer, Toshuthelol, Mogism, Briandertyu, LeonardTom756, Acuvic, Znnetwork, AldezD, Emedara, Monicatan1985, Frosty, Techknotsite, Wq0msh,
Jamesx12345, Wpvideos, Rapidweber1, Wildcardcorp, Danielchatfield, Gowthamkare, NextGenInfo, Mark viking, Merxistan, Unsndtoan, Tonyanytime, Daktylosoph, Avryll, Parabplus, I am One of Many, Usamasid, Hroshaan, FIROZMANIA, Wiki4Blog, Omkar
Tivrekar, Senseofcents, Totmty, Nephi Malit, Jmendes6, New worl, Babitaarora, Tanveerpkpk, Vikramsinghrao, Jakepg1, Zareefaendery2013, Alexandergounder, Tomarzig, Kalsira, Sgr33n, Websitetoolsstore, TimothyBJacobs, Shrabon789, Manul, Joaneballe, Kuldeep
Singh Karnwal, Thewho7, Mahesh8214, NordLeuchte, Chc1987, Amsfaithsoftware, Valentin Radev, Pavel Senatorov, Mattbrowningnz,
Justeditingdude, Jonathan lampe, Josephwordpress, Rcfitz, S4sanaullah, Car Manufacturer, StudiesWorld, Imsaul ca, Patient Zero, AnonWikiEditor, Zioncglevi, Vanished user sfwi23i8cmltki45a, Ra227, Kirk.m.bell, Nabil Faysal, Twosided55, Setho1, Stevebrown164,
LewisCalder, Mgt73, Wpdil, Email2lavi, Vinayaks66, Gronk Oz, Saimonh3, Ahmad rosikin, Amansareen, HMSLavender, Asdklf;, Successsavada, KH-1, Mralexmiranda, Amitgupta969, WikiGopi, Nxbtch, Vinnylabarbera, Rakeshkumar693, Rajsingh1990, Almaideen,
Anikahassan, Shaun Roeder, Azanebrain, Aliblogger1985, Eteethan, WerdsWords, Maniali57, Davidxch, HusnainMeerzadeh, Sudhirgosavi1985, Ilinkwiki, Paulschroer, Mattew wang, Maleena2014, Vivekkush1983, Rezakhani94, Jyoti wadhwa77, Davidmabelle, Wooexpert, KasparBot, Ramiy, Basha4seo, Centm, Gouraram-vinod, Vinnypolston, Krishnakantsharma47, AirPaki, Androcles48, TONNYSTEVE, Felixcoolb, Haseebzone, Aaqib787, Meganedin, Melinaewilliams, Plazma boy85, Manumahajan, Dewey1025, Shahaan Shaukat,
Superspyonline, Surajjaiswal01, ManojAMK, Packt Publishing, ScottBuckingham, Diverseweb, Theme.plus, In veritas, ShelbyBriggs18,
SethHarvey147, Asimhazro, Amit myhelpblog, JennishFernandis, TeslaThemes, Stan Daniels, Thegeekzum, Saadsalman37, Steven Frederick Haines, Bipleo, Marianna251, Hesham Hussain, Sambilling, Rajeevrgoel, Hamdank, Ryna Lagger, Stakoov, Shamburd, RSTech1,
Centurytreedesigns, Edward.polaski and Anonymous: 932
7.11.2
Images
• File:Adservingagency.svg Source: https://upload.wikimedia.org/wikipedia/commons/5/52/Adservingagency.svg License: CC BY-SA
4.0 Contributors: Own work Original artist: Nagle
• File:Adservingfull.svg Source: https://upload.wikimedia.org/wikipedia/commons/d/da/Adservingfull.svg License: CC BY-SA 4.0 Contributors: Own work Original artist: Nagle
• File:Adservingsimple.svg Source: https://upload.wikimedia.org/wikipedia/commons/f/fe/Adservingsimple.svg License: CC BY-SA
4.0 Contributors: Own work Original artist: Nagle
• File:Ambox_important.svg Source: https://upload.wikimedia.org/wikipedia/commons/b/b4/Ambox_important.svg License: Public domain Contributors: Own work, based off of Image:Ambox scales.svg Original artist: Dsmurat (talk · contribs)
• File:Ambox_rewrite.svg Source: https://upload.wikimedia.org/wikipedia/commons/1/1c/Ambox_rewrite.svg License: Public domain
Contributors: self-made in Inkscape Original artist: penubag
• File:Commons-logo.svg Source: https://upload.wikimedia.org/wikipedia/en/4/4a/Commons-logo.svg License: CC-BY-SA-3.0 Contributors: ? Original artist: ?
• File:Computer-aj_aj_ashton_01.svg Source: https://upload.wikimedia.org/wikipedia/commons/d/d7/Desktop_computer_clipart_-_
Yellow_theme.svg License: CC0 Contributors: https://openclipart.org/detail/105871/computeraj-aj-ashton-01 Original artist: AJ from
openclipart.org
• File:Crystal_Clear_app_browser.png Source: https://upload.wikimedia.org/wikipedia/commons/f/fe/Crystal_Clear_app_browser.png
License: LGPL Contributors: All Crystal icons were posted by the author as LGPL on kde-look Original artist: Everaldo Coelho and
YellowIcon
• File:Crystal_Clear_device_cdrom_unmount.png Source: https://upload.wikimedia.org/wikipedia/commons/1/10/Crystal_Clear_device_
cdrom_unmount.png License: LGPL Contributors: All Crystal Clear icons were posted by the author as LGPL on kde-look; Original artist:
Everaldo Coelho and YellowIcon;
7.11. TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES
77
• File:Edit-clear.svg Source: https://upload.wikimedia.org/wikipedia/en/f/f2/Edit-clear.svg License: Public domain Contributors: The
Tango! Desktop Project. Original artist:
The people from the Tango! project. And according to the meta-data in the file, specifically: “Andreas Nilsson, and Jakub Steiner (although
minimally).”
• File:Free_and_open-source_software_logo_(2009).svg Source: https://upload.wikimedia.org/wikipedia/commons/3/31/Free_and_open-source_
software_logo_%282009%29.svg License: Public domain Contributors: FOSS Logo.svg Original artist: Free Software Portal Logo.svg
(FOSS Logo.svg): ViperSnake151
• File:Google_Paid_Ads_-_AdWords.jpg Source: https://upload.wikimedia.org/wikipedia/commons/4/48/Google_Paid_Ads_-_AdWords.
jpg License: CC0 Contributors: https://www.gravitii.co Original artist: Gravitii
• File:PageRanks-Example.svg Source: https://upload.wikimedia.org/wikipedia/commons/f/fb/PageRanks-Example.svg License: Public domain Contributors: en:Image:PageRanks-Example.jpg. Inspired in File:PageRank-hi-res.png. Original artist: en:User:345Kai,
User:Stannered
• File:Question_book-new.svg Source: https://upload.wikimedia.org/wikipedia/en/9/99/Question_book-new.svg License: Cc-by-sa-3.0
Contributors:
Created from scratch in Adobe Illustrator. Based on Image:Question book.png created by User:Equazcion Original artist:
Tkgd2007
• File:Search_engine_optimization.ogg Source: https://upload.wikimedia.org/wikipedia/commons/a/a1/Search_engine_optimization.ogg
License: CC-BY-SA-3.0 Contributors: recording of blog from http://searchengineland.blog.com Original artist: user:PopularOutcast
• File:Shopping_cart_icon.svg Source: https://upload.wikimedia.org/wikipedia/commons/d/df/Shopping_cart_icon.svg License: Public
domain Contributors: Own work Original artist: Jbarta
• File:Sound-icon.svg Source: https://upload.wikimedia.org/wikipedia/commons/4/47/Sound-icon.svg License: LGPL Contributors: Derivative work from Silsor's versio Original artist: Crystal SVG icon set
• File:Wikibooks-logo.svg Source: https://upload.wikimedia.org/wikipedia/commons/f/fa/Wikibooks-logo.svg License: CC BY-SA 3.0
Contributors: Own work Original artist: User:Bastique, User:Ramac et al.
• File:Wikidata-logo.svg Source: https://upload.wikimedia.org/wikipedia/commons/f/ff/Wikidata-logo.svg License: Public domain Contributors: Own work Original artist: User:Planemad
• File:Wikiversity-logo-Snorky.svg Source: https://upload.wikimedia.org/wikipedia/commons/1/1b/Wikiversity-logo-en.svg License:
CC BY-SA 3.0 Contributors: Own work Original artist: Snorky
• File:WordCamp_2011_Bulgaria.jpg Source: https://upload.wikimedia.org/wikipedia/commons/e/e6/WordCamp_2011_Bulgaria.jpg
License: CC BY-SA 2.0 Contributors: http://www.flickr.com/photos/wordpressbulgaria/6194561471/ Original artist: Margarit Ralev
through WordPress Bulgaria http://www.flickr.com/photos/wordpressbulgaria/
• File:WordPress_MP6_dashboard.png Source: https://upload.wikimedia.org/wikipedia/commons/a/a2/WordPress_MP6_dashboard.
png License: GPLv3 Contributors: http://www.doitwithwp.com/the-new-wordpress-dashboard-design-mp6-try-it-now/ Original artist:
WordPress, screenshot: Dave Clements
• File:WordPress_logo.svg Source: https://upload.wikimedia.org/wikipedia/commons/2/20/WordPress_logo.svg License: GPL Contributors: http://wordpress.org/about/logos/ “Vector, for web” Original artist: WordPress
7.11.3
Content license
• Creative Commons Attribution-Share Alike 3.0