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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. Directory Services to Search Engines

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An Integrated Approach to Internet Marketing

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  1. 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

  2. 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

  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 • Organic keywords • Search keywords • AdWords keywords

  7. 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

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

  9. Anatomy of a search engine results page (SERP) after searching “shoes online” SEM SEO Landing page

  10. Social Media Marketing Using social media to: Twitter on customers’ MySpace until they Google all over your Facebook!

  11. Top 10 Social Network Web sites

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

  13. Web 2.0 &Social Media Networks • dsdfsd

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

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 Issues • Communication • Link to outdated landing page • Errors/Typos in Posts • Cannot recall wrong information • Kogi: 2 minutes instead of 20 minutes • Pleasant Holidays: $299 instead of $499 •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

  16. 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.

  17. Search engine optimization (SEO) objectives

  18. Search engine marketing objectives (SEM, a special case of Online Advertising)

  19. Social media marketing (SMM) objectives

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

  21. 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

  22. 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

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