Transcript Slide - California State University Channel Islands

An Integrated Approach to Internet Marketing
Minder Chen
Associate Professor of MIS and
Martin V. Smith School of Business and Economic
CSU Channel Islands
[email protected]
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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
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Moving from Web 1.0 to Web 2.0
Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html
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Impacts of Your Digital Footprint
to Marketing and Sales
92.5%
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Keywords Are Very Telling
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Keywords Reveal Customer’s Intentions
Purchase stage
Potential Search Terms Used
Awareness
smart phone, best smart phone
Consideration /
Evaluation
compare Andriod and iPhone, iPhone
4G, iPhone vs. Android features
Conversion/Purchase iPhone 4 at AT&T stores, Android and
iPhone price plan comparison
• Organic keywords
• Search keywords
• AdWords keywords
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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
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Search Engine Optimization (SEO)
(Back links)
(Content is the king)
(Meta tags, etc.)
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Google
• http://www.google.com/insights/search/
• https://adwords.google.com/
• http://AdSense.google.com
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Anatomy of a search engine results page
(SERP) after searching “shoes online”
SEM
SEO
Landing
page
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Social Media Marketing
Using social media to: Twitter on customers’ MySpace
until they Google all over your Facebook!
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Top 10 Social Network Web sites
Rank Web Site
1.
Facebook
2.
Twitter
3.
LinkedIn
4.
6.
7.
Wikipedia
Digg
YouTube
8.
StumbleUpon
9.
10.
Reddit
Yelp
Category
Social
Networking
Community
Professional
Networking
Wikis
Social News
Video
Social
Tagging
Social News
Reviews
Primary value
Strong Profile Rankings
Promote Link-Worthy Content
Strong Profile Rankings
Strong Profile Rankings
Strong Profile Rankings
Strong Profile Rankings
Strong Profile Rankings
Direct Link Sources
Strong Profile Rankings
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Zappos.Com CEO Tony Hsieh’s Twitter Page
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• dsdfsd
Web 2.0 &
Social Media
Networks
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Kogi Korean BBQ Taco Truck ~ Los Angeles
@KOGIBBQ ON TWITTER , http://kogibbq.com/, http://twitter.com/kogibbq/
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http://business.blogs.cnn.com/2011/07/07/attention-tweeps-twitter-following/
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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
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Online Marketing Objectives
A study conducted by SEMPO in 2010 identified the
following objectives for online marketing
(Econsultancy, 2010):
1. Drive traffic to a Web site.
2. Generate leads.
3. Sell products, services or content directly online.
4. Increase brand awareness /enhance reputation.
5. Improve customer service/customer satisfaction.
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Search engine optimization (SEO) objectives
40%
36%
35%
34%
Most Important
32%
Second most important
28%
30%
26%
25%
20%
18%
15%
15%
10%
6%
5%
2%
3%
0%
Generate leads
Drive traffic to
web site
Sell products,
services or
content directly
online
Increase brand
awareness
/enhance
reputation
Improve
customer
service/customer
satisfaction
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Search engine marketing objectives
(SEM, a special case of Online Advertising)
40%
39%
39%
37%
Most Important
35%
Second most important
30%
25%
25%
21%
20%
17%
15%
11%
10%
5%
5%
5%
2%
0%
Sell products,
services or
content directly
online
Generate lead
Drive traffic to
web site
Increase brand
awareness
/enhance
reputation
Improve
customer
service/customer
satisfaction
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Social media marketing (SMM) objectives
60%
51%
50%
Most Important
Second most important
40%
29%
30%
25%
21%
17%
20%
16%
15%
8%
10%
10%
8%
0%
Increase brand
awareness
/enhance
reputation
Drive traffic to
web site
Generate leads
Sell products,
services or
content directly
online
Improve
customer
service/customer
satisfaction
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Marketing Funnel
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http://www.rosetta.com/WhoWeAre/ThoughtLeadership/SearchandMedia/Pages/SocialMediaandtheNewMarketingFunnel.aspx
Mapping of Internet Marketing Strategies to the Marketing Funnel
(Adapted from Forrester Research Inc. and SEMPO State of Search Engine Marketing Report 2010)
Awareness
Drive traffic to web site
SEO
Consideration/evaluation
Generate lead
Conversion/purchase
Sell products, services or
Online
Advertising
content directly online
Loyalty
Increase brand awareness
/enhance reputation
Advocacy
Improve customer service/
customer satisfaction
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An Integrated framework for Internet marketing
Online
Advertising
SEO
1. Improve organic search result
2. Site contents: Determine
keywords to use, keywords
density & placement
3. Site structures & meta tags
4. Inbound links
Traffic &
Keywords
1.
2.
3.
4.
5.
Bid for sponsored links
Pay for contextual ads
Affiliate marketing.
Which keywords to buy?
Bidding strategy
• Research keywords
• Match customer intentions
in the marketing funnel
SMM
1.
2.
3.
4.
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
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Social Media Monitoring Tools
• See reference at note page
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