(EN) Module 5 – Section 1

Module 1
Module 2
Module 3
Module 4
Module 5
Module 6

Module 5 – Section 1

In this section you will find:


  • an overview of the main online marketing tools
  • an introduction to the concept of Client Relationship Management
  • examples of tools for customer care
The customer must be considered simultaneously as a resource, a co-producer, a buyer and, above all, as an active element that cooperates with the company organization and contributes to development of the company by sharing experience and culture and weaving closer relationships. Andrea Farinet Eleonora Plocher in Customer Relationship Management approaches and methodologies, 2002, Etas.
CRM is not a product or an application, but a business strategy, the purpose of which is to build long-term personalized relationships with the customer. Faculty of Engineering University of Rome ``Tor Vergata``

Online marketing

According to Techopedia, the online marketing is a set of tools and methodologies used for promoting products and services through the internet. Online marketing includes a wider range of marketing elements than traditional business marketing due to the extra channels and marketing mechanisms available on the internet.


Online marketing can deliver benefits such as:

  • Growth in potential
  • Reduced expenses
  • Elegant communications
  • Better control
  • Improved customer service
  • Competitive advantage
Keywords advertising

The keyword advertising is advertising related to the search for words or keyword phrases (keywords) within search engines. It consists of the insertion of textual references to a company or a product that can be viewed in the SERP * when a user types in specific keywords or phrases. In keyword advertising campaigns, the advertiser acquires a set of keywords with respect to which to let out their ad, choosing them from those identified as the most relevant to the search that will make the potential recipient of the ad itself.

The keyword advertising is planned according to the traditional pay-per-click model (PPC), by virtue of which the advertiser pays only when the user clicks on the sponsored link.

SERPs (Search Engine Results Page) are pages viewed by users following a search on Google or another engine.

* For each keyword typed, the engine returns both the organic search results (the organic search result: a list of web pages ordered based on the relevance of content compared to the search carried out), and the paid results (paid search result), which consist of a list of paid links to advertisers’ sites (so-called paid links).


Search engine optimization, or SEO, ensures that the website complies with search engine parameters, to provide the user with the most relevant content and the best browsing experience. This may depend on several factors: the presence of specific keywords on the page; from the fact that the website is well structured; from the usability of the contents, etc.

Section 4 of this Module is dedicated to the analysis of this marketing strategy.

Social marketing

This strategy includes promotional activities – both paid and free – on social networks like Google+, Facebook, Twitter, LinkedIn, Pinterest and others. Social media networks represent resources of extreme value, as they allow users and companies to publish and share content relevant to a specific audience.

Section 3 of this Module is dedicated to the analysis of this marketing strategy.

E-mail marketing

Email marketing is the process by which customers are reached via email. Emails can be of different types: emails promoting an extraordinary sale, emails relating to a limited time offer or sending a weekly newsletter with articles and industry updates.

Section 4 of this Module is dedicated to analysis of this marketing strategy.

Comparatory sites

A very common habit among internet users is to type the name of the product on search engines and then open the first results and compare the price. For a long time this was the standard dynamic of Internet research aimed at buying. With the evolution of online commerce, in the early 90s in the United States and then later in Italy, the first price comparators appeared (example: Trovaprezzi and Google shopping). Unlike search engines, on comparison sites results are organized not on the basis of content but of price. The comparators offer a targeted and sectorial tool that makes searching quick and effective. This feature has made them a very interesting tool for those who buy but also for those who sell online and it has made the comparatory sites high traffic sites. The operation of the comparators is basically standard. The most common comparators use the PPC technique. The usefulness of these tools for online sales depends on the type of business and the type of product: it is useful for companies that sell products that are easily comparable at competitive prices; on the contrary it is useless for companies that have niche or craft products.

Display add and banner

The display ad is an advertisement processed through an image or a video. Here are some tips for creating a display ad.

Banner ads are ads that fit within a specific size space on a webpage or an application. To create a banner ad, you can consult Google support.


Re-marketing campaigns allow you to show ads to users who have already visited a website or used an application to buy or search for information about a product or service. These campaigns offer additional settings and reports, specifically aimed at reaching visitors and users.

For more information click here

Web page

Among the leading digital marketing tools, there certainly belongs the website, through which customers and potential customers can find information they are looking for. When creating a website, it is now possible to use the CMS (content management system) made available by different service providers: WordPress, Joomla !, Drupal or others. Knowing languages ​​such as HTML, PHP, CSS and JavaScript, makes the work easier, but even without specific knowledge in this field the available content management systems allow you to obtain good results. To learn more, you can try using WordPress, one of the most used CMS in the world for creating blogs and websites: WordPress

The steps for the creation of a website are the following:

  • choice of domain
  • choice of extension
  • checking availability of the domain name associated with the extension
  • purchase of the domain and hosting space.


These steps are also essential, if the software, you want to install to give life to your e-commerce, is an open source software such as Woocommerce, PrestaShop or Magento.

We suggest to refer to all the steps listed on SiteGround. We have tried it and we use it to manage numerous websites: it is an excellent service from every point of view.

For a complete glossary, you can consult the Google support service.

In order to practice you can try service offered by Google Sites: a free web application provided by Google, which allows creation of websites. You can find it in the Google Apps package. With this application we managed to set up a website in just a few clicks, as it is easy to use.

Client relationship management

The term Client Relationship Management or CRM consists of three keywords and each of the words has a precise meaning.

The term customer implies a relationship of an ideally continuous nature. This means that once the initial relationship is established, the bases are laid for the loyalty of the relationship. The term relationship emphasizes the relationship between the subjects – the company or the consultant or the service provider and the customer – where the relationship aims to go beyond the simple purchase / sale relationship. The relationship underlies a relationship of mutual trust. Finally, the term management stresses that the relationship is not created in a fortuitous way, but is the result of a continuous relationship, which implies an active participation of both subjects.

The management of relations with customers is therefore a complex system that is not limited to installation of specific software for the management of data or information: the CRM imposes a customer focused approach; a complex approach because it is constantly evolving. Customers want to manage their relationship with the company when, where and how they want; they expect to be heard, to have answers in real time, to experience high quality shopping or service. Businesses must listen, create and transmit value by building future interactions over the past.

The CRM can be divided into different macro areas and on the web you can even find other definitions of the acronym, but in fact the CRM is a process focused on the customer.


One of the online customer care tools currently used is chat: a tool that allows you to get in touch with your customers through the chat, answer their questions, guide them in navigation or suggest purchase options. Among the various possible options we offer the service of tawk.to. Tawk.to is a free messaging application that allows you to track and chat with visitors on your website, mobile application or from a customizable page.

Among the many innovations in the sector we point out the chatbot (a mix between the words chat and robot): virtual assistants able to manage, at least for now at a basic level, the chats with customers and potential customers online. The phenomenon seems to be growing: it does not replace the human factor, but potentially integrates and supports it.

Chat online

Chat online


In this section, for example, you can find the text of an activated chat with tawk.to.

Through their chat service we asked them a few questions; response times are very fast and answers are complete.


First question: How do I integrate tawk.to to my Shopify?

You can download the tawk.to app from Shopify: //apps.shopify.com/tawk-to

  • Just log into your Shopify dashboard. Then visit //apps.shopify.com/tawk-to
  • Click the green “Get” button for the tawk.to app.
  • The app will be installed on your Shopify site.
  • Then login to your tawk.to account from the tawk.to app in your Shopify dashboard.
  • The widget will be added to all pages of your Shopify site.


Second question: What about other e-commerce platforms?

We also have plugins for systems like WordPress, Joomla, Opencart, etc., which makes it even easier. //www.tawk.to/knowledgebase/integrations/


Third question: What are the costs?

  • tawk.to is 100% free and always will be. No catch. You can have unlimited agents and add it to unlimited sites, your chat history is kept forever until you delete it. You can pay the “Powered by tawk.to” branding OR we also offer “Hired Chat agents” for $ 1 / hr if you do not want to answer the chat yourself – though the rest of the app is completely free. The only paid features we have, are:
  • Remove branding (whitelabel)
  • Voice / Video / Screensharing
  • Hire live answering agents.

The business messages that are exchanged via Facebook Messenger or Whatsapp are very many (for a deeper look you can search data on the Statista website) and the numbers are growing. The app chat gives companies a direct and personalized contact with their customers through a tool with which most of them are very familiar (see, for example, data concerning the Millenians).

This tool has many strong points, but it is necessary to be aware of the fact that communicating with customers through the chat App requires a constant and permanent presence on the response side. If it is important to be aware of the concept of immediacy of response on Social media, with the Chat App the expectations of the recipients are even higher. Failure to answer or delayed response (and we talk about minutes) generates dissatisfaction. But here we can intervene, as we have anticipated, with the “robots” and the software for their management.

For more information on Facebook messaging, click on the image below:

This project is funded with support from the European Commission. The publication reflects the authors’ exclusive point of view and the Commission can not be held responsible for the use of the information contained therein.
For more information contact: projektai@paneveziodrmc.lt