5.14

• Perhaps the most significant change businesses

  have experienced in recent years has been to

  marketing, through the rise of social media

  advertising.

  It is now important to develop a social media

  advertising strategy when establishing a business.
• How can businesses connect with others around the world?

  Through technology
• Why are businesses increasingly aware of social media advertising?

  Because it can have positive results, especially when combined with traditional advertising methods
• What is a key advantage of social media advertising compared to traditional marketing methods?

  It is relatively inexpensive
• What can be easily tracked on a business's social media pages?

  The number of 'likes'
• How do social media platforms assist businesses in tracking their performance?

  They link to the business's website, allowing tracking of hits and resulting purchases
• What might a business owner decide to implement when planning their business?

  Social media advertising
• What is a disadvantage of social media advertising for businesses?

  A business does not always have control over what consumers write about their products online
• What freedom do bloggers have regarding a business's product?

  They can discuss, review, criticize, and ridicule the product
• How does social media advertising differ from social media marketing?


  Social media advertising focuses on promoting products, while social media marketing involves using platforms to promote a business or service
• What is the role of influencers in social media marketing?

  They align themselves with businesses or products to promote them
• What is the purpose of using social media platforms in marketing?

  To promote a product or service
• businesses can use email as a means of

  marketing their products, services and the business itself.

  Data can be collected from customers through seeking email addresses from

  customers who visit a physical store or through customers who shop online.

  Businesses are then able to send emails to customers promoting special deals,

  member benefits (if customers have joined a ‘club’) and future events. This keeps

  the business at the forefront of the minds of consumers.
• What does search engine optimisation refer to?

  The process of improving a business’s website to increase its visibility in search engines
• Why is visibility important for a business's website?

  It increases the likelihood of gaining attention and attracting customers
• What do search engines use to collect information about web pages?

  'Bots'
• What is the purpose of the index created by search engines?

  To organize information about web pages similar to a library index
• How do search engines rank web pages?

  A computer program ranks them based on how well they answer customer queries
• Why is the ranking of web pages significant for consumers?

  Because consumers conduct millions of searches to find information about products and services
• What are the key components of search engine optimisation?

  • Improving website visibility
  • Attracting prospective and existing customers
  • Using bots to crawl web pages
  • Creating an index of web pages
  • Ranking web pages based on query relevance
• When it comes to marketing, AI is a method of using intelligence

  technologies to collect data, customer insights, anticipate

  customers’ next moves and make automated decisions that affect

  marketing efforts.

  AI allows businesses to understand their customers so they can

  target the right strategy to the right customer in a timely manner.
• Data analytics is the science of analysing raw

  data to draw conclusions about that

  information.

  Many of the techniques and processes of data

  analytics have been automated into mechanical

  processes and algorithms that work over raw

  data for human consumption.

  In marketing, the data collected will focus on

  sales, what the customers want, where and

  when they want it, and in what quantities.
• What does data management comprise?

  All disciplines related to managing data as a valuable resource
• What are the key aspects of data management?

  • Data custodian
  • Data maintenance
  • Data access
  • Data security
  • Data privacy
• Who is responsible for the management of the data collected by a business?

  A data custodian
• What is the purpose of data maintenance?

  To keep the data current, complete, and relevant to the business
• What does data access involve?

  Determining who is allowed to access the data and for what purpose
• What is the focus of data security?

  Ensuring the data is safe from unauthorized access and use
• Why is data privacy important for businesses?

  To ensure that customers' data is kept private and not shared without consent
• How can customers trust a business with their data?

  By ensuring there are protections in place to stop unauthorized access and use
• Technological developments in

  marketing such as social media, email

  marketing, search engine optimisation,

  artificial intelligence, data analytics and

  management of data