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An Integrated Approach to Internet Marketing
Minder ChenAssociate Professor of MIS and
Program Chair of Business and EconomicsMartin V. Smith School of Business and Economic
CSU Channel Islands [email protected]
Spring 2011
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
Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html
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
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
Social Media Marketing
Using social media to: Twitter on customers’ MySpace until they Google all over your Facebook!
Top 10 Social Network Web sites
Rank Web Site Category Primary value
1. FacebookSocial Networking
Strong Profile Rankings
2. Twitter Community Promote Link-Worthy Content
3. LinkedInProfessional Networking
Strong Profile Rankings
4. Wikipedia Wikis Strong Profile Rankings6. Digg Social News Strong Profile Rankings7. YouTube Video Strong Profile Rankings
8. StumbleUponSocial Tagging
Strong Profile Rankings
9. Reddit Social News Direct Link Sources10. Yelp Reviews Strong Profile Rankings
Kogi Korean BBQ Taco Truck ~ Los Angeles
@KOGIBBQ ON TWITTER , http://kogibbq.com/, http://twitter.com/kogibbq/
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• Communication– Link to outdated landing page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
• Communication– Link to outdated landing page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 ObjectivesA 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.
Search engine optimization (SEO) objectives
0%
5%
10%
15%
20%
25%
30%
35%
40%
Generate leads Drive traffic to web site
Sell products, services or
content directly online
Increase brand awareness /enhance
reputation
Improve customer
service/customer satisfaction
34%32%
26%
6%
2%
18%
36%
15%
28%
3%
Most Important
Second most important
Search engine marketing objectives (SEM, a special case of Online Advertising)
0%
5%
10%
15%
20%
25%
30%
35%
40%
Sell products, services or
content directly online
Generate lead Drive traffic to web site
Increase brand awareness /enhance
reputation
Improve customer
service/customer satisfaction
39%37%
17%
5%
2%
11%
21%
39%
25%
5%
Most Important
Second most important
Social media marketing (SMM) objectives
0%
10%
20%
30%
40%
50%
60%
Increase brand awareness /enhance
reputation
Drive traffic to web site
Generate leads Sell products, services or
content directly online
Improve customer
service/customer satisfaction
51%
17% 16%
8% 8%
25%
29%
15%
10%
21%
Most Important
Second most important
Marketing Funnel
http://www.rosetta.com/WhoWeAre/ThoughtLeadership/SearchandMedia/Pages/SocialMediaandtheNewMarketingFunnel.aspx
Increasing influence of social media m
arketing
Drive traffic to web site
Generate lead
Sell products, services or content directly online
Increase brand awareness /enhance reputation
Improve customer service/ customer satisfaction
SEO
OnlineAdvertising
Mapping of Internet Marketing Strategies to the Marketing Funnel (Adapted from Forrester Research Inc. and SEMPO State of Search Engine Marketing Report 2010)
SEO1.Improve organic search result2.Site contents: Determine keywords to use, keywords density & placement3.Site structures & meta tags4.Inbound links
Online Advertising
1.Bid for sponsored links2.Pay for contextual ads3.Affiliate marketing. 4.Which keywords to buy?5.Bidding strategy
SMM1.Build brands and customer royalty2.Monitor and use social networking sites3.Use social bookmarking to increase web site page ranks4.Build quality backlinks to improve SERP positions
Traffic & Keywords
• Research keywords• Match customer intentions
in the marketing funnel
An Integrated framework for Internet marketing