1 / 29

An Integrated Approach to Internet Marketing

An Integrated Approach to Internet Marketing. Minder Chen Martin V. Smith School of Business and Economics CSU Channel Islands minder.chen@csuci.edu. Evolutions. Directory Services to Search Engines Submission services to Search Engine Optimization services

tobit
Download Presentation

An Integrated Approach to Internet Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. An Integrated Approach to Internet Marketing Minder Chen Martin V. Smith School of Business and Economics CSU Channel Islands minder.chen@csuci.edu

  2. Evolutions • Directory Services to Search Engines • Submission services to Search Engine Optimization services • Double Click (Banner Ads) to Ad Sense & Ad Words • Websites to social networks • Online shopping to online research In 2012, Internet advertising revenues in the US totaled $36.57 billion, a 15.2% increase over the $31.74 billion in revenues in 2011.

  3. Moving from Web 1.0 to Web 2.0 Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html

  4. Impacts of Your Digital Footprint to Marketing and Sales 92.5%

  5. Keywords Are Very Telling

  6. Keywords Reveal Customer’s Intentions • Search keywords • Ad Words keywords • Organic keywords

  7. Anatomy of a Search Engine Results Page (SERP) after searching “shoes online” SEM SEO Landing page

  8. Key Internet Marketing Strategies • Search engine optimization (SEO) - no cost per click • Search engine marketing (SEM) - cost per click • Social Media Marketing (SMM) • Words of mouth marketing (free) • Ads on social network Web sites

  9. Search Engine Optimization (SEO) Keywords (Back links) (Content is the king) (Meta tags, etc.)

  10. Keywords with Highest Cost Per Click (CPC) • Most expensive keywords in UK at http://www.hallaminternet.com/2012/the-most-expensive-google-adwords-keywords-infographic/ **Mesothelioma is most commonly caused by exposure to asbestos

  11. http://www.wordstream.com/articles/most-expensive-keywords

  12. Social Media Marketing “Social media marketing refers to the process of gaining website traffic or attention through social media sites.” -- Wikipedia entry

  13. Source: Erik Tarkiainen, Vice President, Marketing Communications at Line 6 http://faculty.csuci.edu/minder.chen/MIS310/slide/Social%20Media%20Marketing.pdf

  14. Top 10 Social Network Web sites For the first 9 months of 2013, Twitter's revenue came in at $422 M. But losses also increased, to $134 M. IPO $26 per share and went up to 74.7% higher at $44.90 On Nov. 7, 2013. (source: Link, , 9/12/2013)

  15. Zappos.Com CEO Tony Hsieh’s Twitter Page

  16. Kogi Korean BBQ Taco Truck in Los Angeles @KOGIBBQ ON TWITTER , http://kogibbq.com/, http://twitter.com/kogibbq/

  17. Active Social Media Users are Influential Offline Consumers Offline Activities  Online Spending Power  Influence  Social Networking Activities  Source: Link

  18. Word-of-mouth recommendations (earned advertising) from friends and family are the most influential and the most trustworthy. Source: Nielson Global Survey of Trust in Advertising, Q3 2007 and Q1 2013 (link)

  19. Social Network Marketing http://sphotos-a.xx.fbcdn.net/hphotos-snc7/483831_10151351708346234_1134374643_n.jpg

  20. Internet Marketing Issues • Communication • Link to outdated landing page • Errors/Typos in Posts • Cannot recall wrong information • Kogi: 2 minutes instead of 20 minutes • Pleasant Holidays: $299 instead of $499 • Managing Expectations • Responding to posts

  21. Online Marketing Objectives A study conducted by SEMPO (Search Engine Marketing Professional Organization) in 2010 identified the following objectives for online marketing (Econsultancy, 2010): • Drive traffic to a Web site. • Generate leads. • Sell products, services or content directly online. • Increase brand awareness /enhance reputation. • Improve customer service/customer satisfaction.

  22. Search engine optimization (SEO) objectives

  23. Search Engine Marketing Objectives • (SEM, a special case of Online Advertising)

  24. Social Media Marketing (SMM) Objectives

  25. Marketing Funnel http://www.rosetta.com/WhoWeAre/ThoughtLeadership/SearchandMedia/Pages/SocialMediaandtheNewMarketingFunnel.aspx

  26. Mapping of Internet Marketing Strategies to the Marketing Funnel Drive traffic to web site SEO Generate lead SEM (Online Advertising) Increasing influence of SMM Sell products, services or content directly online Word of mouth marketing Increase brand awareness /enhance reputation Adapted from Forrester Research Inc. and SEMPO State of Search Engine Marketing Report 2010 Improve customer service/ customer satisfaction

  27. An Integrated Framework for Internet Marketing Online Advertising Bid for sponsored links Pay for contextual ads (e.g., Ad Sense) Affiliate marketing (Amazon) Which keywords to buy? Bidding strategy SEO Improve organic search result Site contents: Determine keywords to use, keywords density & placement Site structures & meta tags Inbound links Traffic & Keywords • Research keywords • Match customer intentions in the marketing funnel SMM Build brands and customer loyalty Monitor and use social networking sites Use social bookmarking to increase web site page ranks Build quality backlinks to improve SERP positions

More Related