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Topics in Technology and Marketing Week 8 Recap

Topics in Technology and Marketing Week 8 Recap. Midterm Grade Distribution. Final Presentation Teams. RED TEAM – Ahmad, Samar; Cates, Christopher; Keilbach, Pascal; Scott, Sarah; Walker, Drew ORANGE TEAM – Davila, Lorenzo; Dunlap, Alvis; Ta, Jennifer; Villarreal, Noel; Wetzel, Stephanie

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Topics in Technology and Marketing Week 8 Recap

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  1. Topics in Technology and Marketing Week 8 Recap

  2. Midterm Grade Distribution

  3. Final Presentation Teams • RED TEAM – Ahmad, Samar; Cates, Christopher; Keilbach, Pascal; Scott, Sarah; Walker, Drew • ORANGE TEAM – Davila, Lorenzo; Dunlap, Alvis; Ta, Jennifer; Villarreal, Noel; Wetzel, Stephanie • YELLOW TEAM – Caron, Croix; Fitzpatrick, Ashley; Garcia, Christina; Johnson, Emily; Sandoval, Sasha • GREEN TEAM – Castilleja, Daniel; Hamer, Ryan; Johnson, Jenna; Morales, Biviana; Zaman, Shahid • BLUE TEAM – Darter, Taryn; Honkomp, Brittney; Kochart, Amanda; Nevelow, Ryan; Thomas, Leah • INDIGO TEAM – Banks, Matt; Estrada, Michael; Fridell, Adam; Moore, Zach; Ochs, Joshua • VIOLET TEAM – Hill, Kyler; Kelly, Danielle; Ortiz, Kristina; Tobias, Joe; Viegas, Jeffrey

  4. Assignments and Grading Final assignment (team) - 40% of final grade: • Each 5-6 person team will select from members' Mid-Term assignment a business that will be the focus of an internet marketing plan • Teams will develop an internet marketing plan that demonstrating their understanding of the various digital strategies presented in class - laying out their proposed strategies and reasoning in detail • Assignment due at the end of the course

  5. Assignments and Grading Final assignment (team) - 40% of final grade: • Graded on: • Insightfulness of proposals • Effectiveness of communication • Mastery of course concepts in proposed application

  6. Assignments and Grading Classroom presentation - 20% of final grade: • Presentation will be a brief 10-15 minute summary of each team's final assignment. • Graded on: • Insightfulness of proposals • Effectiveness of communication • Mastery of course concepts in proposed application • Instructor's evaluation: 15% of final grade • Peers' evaluation: 5% of final grade

  7. Assignments and Grading Classroom participation - 20% of final grade: • Graded on interaction with instructor/peers

  8. Web 1.0 • Web 1.0 = “Digital Billboard” • Static content • Passive consumption • Unidirectional messaging • Undifferentiated content • Techies only • HTML only

  9. Web 2.0 • Web 2.0 = “Digital Direct Mail” • Dynamic content • Interactive • Unidirectional messaging • Personalized content • Mostly Techies • HTML, CSS (formatting), Javascript (browser control), PHP (variable content), MySQL (database)

  10. The Purpose of a Business Website • MAKE THE CASH REGISTER RING • A website that doesn't drive leads or sales is worthless

  11. 3 Essential Internet strategies • Attracting website visitors • Pull Marketing (SEO) • Push Marketing (Email/PPC/SEM) • Drive Marketing(Affiliate Marketing) • Converting website visitors to purchasers • Effective website design • Converting purchasers to repeat purchasers • Push Marketing with personalized content

  12. A Real-Life Example http://www.eddale.co/internetmarketing/the-world-has-changed

  13. SEO Strategy Tips from Google http://www.youtube.com/watch?v=vLp9Qf99DCI

  14. SEO (Search Engine Optimization) • SEO seeks to maximize: • Search engine visibility • Web traffic resulting from searches

  15. Essential Strategies • Three essential strategies • Identify keyword phrases that prospects are using • On-Page SEO - maximize the website's “match” to keyword phrases • Off-Page SEO - maximize the website's authority • Ensure compliance with best practices • Establish business “credibility” • Increase number of authoritative backlinks

  16. Keyword Matching • Maximize the website's “match” to keyword phrases • It's (mostly) all about content • Useful, valuable information • Lots of it • Frequently refreshed and added to • Relating to the subject of the targeted keyword phrases • Containing specific references to targeted keyword phrases

  17. Keyword Phrase Strategy:Running Shoes “shoes” “athletic shoes” Product Page “running shoes” “running shoesfor women” “Nike runningshoes for women” # Searches Ignore Ignore “Nike Air Pegasus+ 28” Home Page NikeWomens'Shoes Womens'Shoes Likelihood of Purchase

  18. What It All Means • A highly visible website will deliver streams of potential customers – for free • An invisible website means that a business must invest ($$$) in advertising to generate leads in other ways • SEO is primarily about content, not technical tricks • Good content results in good SEO • Yet – who typically does SEO? Techies... • Good content is written to address the specific concerns of prospects • Concerns expressed through Google searches using keyword phrases http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

  19. What It All Means • SEO is a process, not a destination • It never ends – your website is never complete • Yet – many businesses treat their website like a digital office sign • Once complete, no need to think about it for a long time http://www.seoinpractice.com/first-practical-seo-guide.html http://optimizer.builtwith.com/home.aspx

  20. Questions?

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