Final Exam - Digital Marketing

Email List Benefits (3)

• Subscribes convert at higher rates than social followers

• Emails give you direct access to your audience

• Social platforms change; email is stable

Black vs White Hat Email Marketing

Black Hat

• uses deceptive, spam-heavy tactics for quick gains

White Hat

• ethical, user-centric practices for long-term engagemen

Online Reputation Management (ORM)

• The practice of promoting a positive brand image online by increasing the visibility of positive information and managing negative information

ORM Goal

• This isn’t about hiding mistakes, it’s make sure a company isn’t permanently defined by one incident

Three T’s of ORM Emergency Response

• Timeline

• Transparency

• Training

Three T’s - Timeline

• Respond quickly

Three T’s - Transparency

• Be honest and clear

Three T’s - Training

• Ensure employees know how to respond

Taco Bell ORM Response

• The company issued a press release so everyone, media, customers, employee, received the same official message.

Reputation Management Tips

• Find and gather information about company online

• Promote positive information and limit negative inform

Why ORM Matters

• Customers research before buying

• Journalists look for background info

• Employees want to work for reputable brands

Branding Importance

• Branding is more than a logo

• Your brand is the feeling and impression people have about you, not just your visuals

• It’s shaped by every interaction: messaging, design, service, tone, and reputation

Consistency Builds Recognition

• Consistency helps customers know what to expect and builds loyalty.

How to build a cohesive identity

1) Clear visual identity (consistent colors)

2) Consistent guest experience (quality of product)

Why branding drives profit

• a strong brand creates loyalty and increase repeat visits