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An Integrated Approach to Internet Marketing . Minder Chen Associate Professor of MIS and Program Chair of Business and Economics Martin V. Smith School of Business and Economic CSU Channel Islands minder.chen@csuci.edu Spring 2011. Evolutions. Directory Services to Search Engines

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an integrated approach to internet marketing
An Integrated Approach to Internet Marketing

Minder Chen

Associate Professor of MIS and

Program Chair of Business and Economics

Martin V. Smith School of Business and Economic

CSU Channel Islands

minder.chen@csuci.edu

Spring 2011

evolutions
Evolutions
  • Directory Services to Search Engines
  • Submission services to Search Engine Optimization services
  • Double Click (Banner Ads) to Ad Sense & Ad Words
  • Web sites to Social Networks
  • Online shopping to online research
moving from web 1 0 to web 2 0
Moving from Web 1.0 to Web 2.0

Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html

keywords reveal customer s intentions
Keywords Reveal Customer’s Intentions
  • Organic keywords
  • Search keywords
  • AdWords keywords
key internet marketing strategies
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
search engine optimization seo
Search Engine Optimization (SEO)

Keywords

(Back links)

(Content is the king)

(Meta tags, etc.)

anatomy of a search engine results page serp after searching shoes online
Anatomy of a search engine results page (SERP) after searching “shoes online”

SEM

SEO

Landing

page

social media marketing

Social Media Marketing

Using social media to: Twitter on customers’ MySpace until they Google all over your Facebook!

kogi korean bbq taco truck los angeles
Kogi Korean BBQ Taco Truck ~ Los Angeles

@KOGIBBQ ON TWITTER , http://kogibbq.com/, http://twitter.com/kogibbq/

issues
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    • Link to outdated landing page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
online marketing objectives
Online Marketing Objectives

A study conducted by SEMPO 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.
marketing funnel
Marketing Funnel

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

slide21

Mapping of Internet Marketing Strategies to the Marketing Funnel (Adapted from Forrester Research Inc. and SEMPO State of Search Engine Marketing Report 2010)

Drive traffic to web site

SEO

Generate lead

Online

Advertising

Increasing influence of social media marketing

Sell products, services or content directly online

Word of mouth marketing

Increase brand awareness /enhance reputation

Improve customer service/ customer satisfaction

slide22

An Integrated framework for Internet marketing

Online Advertising

Bid for sponsored links

Pay for contextual ads

Affiliate marketing.

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 royalty

Monitor and use social networking sites

Use social bookmarking to increase web site page ranks

Build quality backlinks to improve SERP positions