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Mobile marketing tools like Google Ads (for mobile), SMS
9 7 platforms, and app-based services help businesses reach
customers through text messages, push notifications, QR
codes, and in-app ads. For example, a coffee shop sends
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SMS alerts about morning deals and a QR code for a loyalty
program to customers’ mobile phones.

Paid Search

Paid search puts your link at the top of Google or Bing, when
someone looks for products like yours. It catches people who
already want to buy, so clicks often turn into sales. Key numbers
are cost-per-click, conversion rate and return on ad spend. For
example, Paid search tools like Google Ads and Microsoft
Advertising help businesses display sponsored results at the
top of search engine pages, targeting users who are actively
searching for related products or services. For example, a tech
store running a paid ad on Google that appears when someone
searches for "best laptops" is an example of Paid Search
Marketing.
Reputation Marketing

Reputation marketing is all about earning five-star
reviews and fixing problems in public view. People trust
peer opinions more than adverts, so stars can lift sales.
Keep an eye on average rating, review count and brand
sentiment. For example, a local hotel encourages guests
to leave positive reviews on TripAdvisor and responds
quickly to any negative feedback to maintain a good
rating.

Search Engine Optimisation (SEO)

SEO is the process of tweaking your site so Google shows it
higher in unpaid results. It brings steady, low-cost visitors long
after you publish a page. Watch keyword rank, organic visits and
free leads to track progress. For example, a gardening supplies
website optimises its blog content with keywords like “organic
fertilisers” to appear higher in Google’s unpaid search results.
Tools like Google Search Console and SEMrush help improve
a website’s visibility in unpaid (organic) search results by
optimising content, keywords, and site structure.

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