...consumers.” And 90% of modern customers look and shop for products and services online! Consumer behavior has changed drastically over the past few decades. Men and women are connected 24 cross seven. Smartphones and handheld devices have changed lifestyles, shopping patterns and naturally the very way entrepreneurs conduct business online. The art of identifying your target market and reaching out to them with the right message has never been more challenging and exciting! What with almost everyone including housewives and children on social media forums! Marketers have a wider audience and can do so much to influence the tech-savvy buyer. It is important to create the right marketing mix depending on the product/service, demand and target audience. Components of Digital Marketing Mix Email marketing This method though clichéd is a commonly used way of attracting attention of a certain set of target customers. Marketers still use the method to inform existing customers about new services and products. Entrepreneurs have their own way of adding to their existing database. Almost all businesses today have a formal online presence in the form of corporate websites. Visitors to these sites are encouraged to express interest by filling up Contact...
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...Trends in Public Relations Until recently most public relations activity involved person-to-person contact between PR professionals and members of the media, such as journalists and television news reporters. However, several trends are developing that alter the tasks performed by PR people. In most cases these changes are the result of new Internet technologies that are quickly gaining widespread acceptance among Internet users and are becoming new media outlets in their own right. Trends include: Updating Corporate News Corporate Blogs Social Media RSS Feeds Podcasting Search Engine Optimization PR Trends: Updating Corporate News Developing websites has long been a time-consuming and often overly technical undertaking for the vast majority of marketers. However, this changed with the evolution of easier to use website development applications, called content management systems (CMS), which allow for quick creation and convenient updating of site information. With CMS those with access, including public relations personnel, can add information on a regular basis. In addition, posting company news to websites can be tied to social media and RSS feeds, thereby allowing for automatic notification. Many journalists and other media members are finding social media and RSS feeds to be a more convenient way to acquire information, particularly if they follow certain industries and can monitor specific industry information websites. By subscribing to relevant...
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...marketing, or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet (Source: Wikipedia). Online marketing is considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media which together creating many advantages for the companies like cost savings and easy to access and monitor the results. Online marketing ties together the creative and technical aspects of the Internet, including Data-driven marketing and social media marketing like Facebook, Twitter and so on. Online marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, mobile advertising. By analyzing advantages as well as thoroughly research about trends and technological advancements of online marketing mentioned above I strongly believe that online marketing will be the future of marketing in the next few years. First of all, advantages of online marketing are that it is much cheaper than traditional one, so the budget planning for a marketing campaign is relatively smaller. Cost of traditional TV commercial will rank from 3,000,000VND to 20,000,000VND/ 10sec on VTV3, and the accumulate amount will be billions monthly. Whenever a marketing campaign was proposed to the Board Of Director, money is always a priority...
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...allows you to pay less that your maximum bid, as soon as your competition loosens. ADWORDS PRODUCT PLUSBOX When your AdWords ad appears, and your Google Base feed contains a product that is relevant to the user’s query, the Product Plusbox shows the images, titles, and prices of your products under your ad. For more on this feature visit the dedicated page. AFFILIATE DIRECTORY A list on the web where you can find affiliate programs. AFFILIATE LINK A link on your website that refers to a program you are affiliated with. AFFILIATE MARKETING The sum of activities you develop to promote the programs you are affiliated with. AFFILIATE NETWORK A specialized intermediary website that links between affiliate marketers and merchants, providing a wide range of services to both categories. AFFILIATE PROGRAM A system defined by a...
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...and AOL were the largest names in Internet search, but who provided search results based on their own content. The public was therefore refreshed by Google’s product which was a search engine that returned relevant results from all sources and not their own. This began the evolution of the marketing space. However the search engine by itself could not make money so Google monetized by selling advertisement space on its web page. This was first done using simple links to banners to more intelligent type advertisements using the AdWords and AdSense products. With AdWords they pay only when their advertisement comes up which is only when a user enters specific keywords. The result is a win-win since Google would return relevant search results and the advertisement would be related to the user’s keywords. With AdSense, publishers agree to host relevant advertisements on their webpage and get paid when people click on them. Google is innovative. They need to be so they can keep search results relevant as companies find innovative ways to be the number one search result or advertisement on Google. The downside is sometimes it is difficult to keep results relevant or accurate and there are ways to fool the top search engine (Sweeney 2013). Google has also provided the Google Analytics tool which helps marketers understand the performance of their online presence. This is extremely useful for the business that measures search engine marketing successes which is related to traffic...
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...Search Engine Industry History of search engine The need for search services grew with the expanding reach and magnitude of the World Wide Web. One of the earliest search services, Yahoo!, was a directory of sites selected and organized into categories by human editors. The Web soon grew too large for directory-based search. AltaVista invented technology that automated search, relying on software “spiders” that created a searchable index of page contents and on algorithms that ranked page relevance based on the frequency of keyword references. Yahoo! added AltaVista’s algorithmic search engine, but in 1998 replaced AltaVista with Inktomi, which used parallel-processing networks to offer faster processing and a larger index. As website developers exploited search algorithms by repeating keywords on their pages, searches increasingly returned irrelevant listings—”spam”—that frustrated users. In 1998, Sergey Brin and Larry Page tackled this problem as graduate students at Stanford. Their PageRank algorithm reliably delivered more relevant searches by favoring pages that were referenced—”linked to”—by other pages. These links were called “votes,” because they signaled that another page’s webmaster had decided that the focal page deserved attention. The focal page’s importance was determined by counting the number of votes it received, weighting votes more heavily when they were cast by pages that Google had previously deemed to be important. This approach required PageRank to...
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...ABCVEGGIES.com E-MARKETING PLAN ABCVEGGIES.COM’S PLAN FOR ONLINE EXPANSION Nanette Riggs 288311 QRT2 18 March 2013 PROPOSAL AND Marketing Plan ABCVEGGIES.COM’S COMPREHENSIVE PLAN FOR ONLINE EXPANSION A1. Viability in an online market ABCveggies Today ABCveggies is an independent, organic farm, currently operating out of a warehouse located in the north end of Sarasota, FL since early 2009. The unique feature of ABCveggies is that the produce is grown on the roof of a warehouse located in a light industrial zone. ABCveggies is dedicated to the following principals: • Sustainable organic gardening • Feeding families • Education, and • Earning a living The business consists of a vertical grow system installed on the rooftop of the warehouse and has in place 200 poles, each with 6 stryofoam buckets, capable of growing at least 4 plants each, for a total minimum capacity of 4800 plants. The owner has an additional 5 acres of land available for installation of vertical grow systems, but doesn’t want to develop it ahead of a customer base to purchase the produce. While the owner has been operating the rooftop farm successfully since 2009, there is still not a very strong customer base. In order to expand the business and to develop a customer base consisting of substantial proportion of repeat clientele, the owner has decided to expand the online presence of the business. In order to determine the best design...
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...article talks about how difficult it can be to achieve pay-per-click marketing results. It also discusses how complex the pay per click platforms like Google AdWords and Facebook Ads are becoming. The author of the article explains that the complexity of pay per click marketing can be over whelming but there is a way to think about all this to help you through your day as a search engine-marketing manager a bit easier and it begins by thinking in systems. She explains how marketers need the ability to increase their capacity to think, learn, communicate and act more systemically. The author states how important it is to keep learning and exploring new approaches. The author of the article wrote a book called, “Dancing with systems” which reiterates her point of understanding the system of pay-per-click advertising and search engine marketing. She gives good advice and explains if you listen and pay attention to what is important, keywords and text ads will tell you their story once the data begins to unfold. I think this is true very true in marketing and is important. She explains how each day; search engine managers should crave to learn something new about an account or their approach to managing pay per click advertising. Everyone who touches a keyword is a part of the greater, global pay-per-click system. It is irresponsible not communicate information and doing so will come back to hurt you in the long-term. Collaboration and sharing of ideas and results, good or bad, can...
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...put millions of photographs and videos online. They think and work according to tried and trusted patterns. Utilization of customer date builds up a lot of experience for direct marketers. Wehkamp placed the first direct response advertisement on TV magazines. (direct response: consumers can order directly from there) Direct marketing tools used by: mail order companies, insurance companies, training institutes, banks, the automotive industry, fund raisers, publishers, thousands of commercial product and service suppliers.( sort: direct mail, telephone, email , internet) Producers of fast moving consumers goods use: Mass media: newspapers ,door-to-door, flyers, radio, TV. In mass communication the marketers are usually the senders. Previously feedback is being tracked by clicking behavior an actual responses. The well- informed 21st century consumer knows where to find information and, together with other consumers, is proving greater transparency than ever. Digital communication: Internet, e-mails and Sms. It has been reported that the number of communication has increased by between 70 and 250 times during the course of a single generation. Meaning that the recipient’s brain is much more strong than before – messages can be read and understood completely differently from what the marketer had in mind, which can produce unexpected and unintended effects. The filters that recipient of information uses to process the information are primarily: 1 Distortion: Means...
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...fffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffffhewiuhfweuihwfeiouhweiofhewiohewoihewoihwfeoihweoihwfeoihefoiewfjh ioewjpojpoew Weoihweoihfjiefjpowejfewp Ewuhioweheihehejeee Eeeeeeeeeeeeeeeeeeeeeeeeeeee Eeeeeeeeeeeeeeeeeeeeeeeeeeeeee Jeheihfeohfeouhoi eihfieowj weoijrweop iwejwdop opwjdkwqopkwqdjw dq[wqo jdw[qp jwqk[wqj[w [dkqw arket research. In parallel, we see changes to the business strategies being implemented by Google and Groupon, and track the launch of new products in social media management and search marketing verticals. comScore Releases Full Results of vCE™ Charter Study Involving 12 Leading U.S. Advertisers These findings suggest that measuring all dimensions of ad delivery for every placement in a holistic fashion is critical and that optimizing delivery in-flight is a necessary step in the campaign management process. The findings also support the argument that any digital GRP metric must account for validated, not gross impressions. This validated impression measurement mustinclude ‘viewable impressions,’ based on the very simple notion that if an ad is not seen, it cannot possibly deliver its intended effect. comScore is leading a charge to ensure that advertisers are getting the most out of their digital marketing campaigns...
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...incorporate Google Inc. With its extensive research on search algorithms and use of state of the art technology, Google successfully established its brand name in internet search engines market. By the year 2004, Google came up covering over 75% of US web search market. Though Google is a dominating player in internet searching market, it has to compete with its rivals in this field where there is no long time entry barrier. Google can expand / change its business model to survive in this best search engine race. SWOT Analysis: Strengths: • Google – Already number one search engine has established a brand name, in which its users trust. It’s dependable, reliable and fast. • Google needs very little end user marketing as the name itself is getting word by mouth publicity. • Google has a simple interface and it gives comprehensive results without confusing its users. • Google has low operation cost as it uses low cost UNIX web servers for indexing millions of web pages across internet. • Google has hired PhDs who are continuously working hard in order to enhance search algorithms and make searching faster, efficient and relevant. • By 2003, Google has already powered over 75% of the 300 million searches conducted daily in the U.S. and 300 million plus outside the U.S. • Google provides an interface to 88 languages to make it comfortable to search for its users in different countries. • Google uses state of the art search technology to index pages regularly in order to give...
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...affect the firm’s finances, public relations and the reasoning why the firms should pursue my suggestions. Dmoz is currently the only search engine with all human editors. Given that fact, they have managed to index 3.5 million page with over 400,000 categories. Dmoz is unique because each site that is submitted must be reviewed by an actual human before it will appear in the listing. While it may seem “old-fashioned” to some, the result is a highly reliable index of only legitimate, properly categorized sites. Dmoz's directory structure is very hard, if not impossible to fool. In fact, although submitting sites are permitted to select certain categories, the human editors may place the site elsewhere if they believe it to be a better fit. This gives searchers the confidence that they will find what they are actually looking for when they enter a certain category (http://www.search-engine-site.net/dmoz.html) AltaVista, as an Overture company, seems to use a very similar algorithm and spidering process as Yahoo. However, there are a few ways in which AltaVista sets itself apart. AltaVista provides the most obvious advantage to those conducting specific multimedia searches. Directly above the search field are a number of tabs (Images, MP3/Audio, Video, etc.) that allow the user to search for files as well as webpages. (http://www.search-engine-site.net/AltaVista.html) Teoma was developed at Rutger's University. Its original concept was to reward sites with “subject-specific”...
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...create revenue. Adwords: Google’s pay-per-click advertiser program. Affiliate Program: A program where other people known as affiliates agree to advertise for the sponsor's site. In return, they receive commission or residual payment. Aggregation: Gathering information from multiple web sites, typically via RSS. Aggregation lets web sites remix the information from multiple web sites, for example by republishing all the news related to a particular keyword. Aggregator: A web-based tool or desktop application that collects syndicated content. AIDA: Acronym for Attention, Interest, Desire, and Action. AJAX (Asynchronous Java Script and XML): An acronym representing a way to create real-time Web applications. Alexa: A lesser known search engine, Alexa has a free toolbar that allows users to see traffic data and other important information. Analytics: Any...
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...traffic. Key word advertising: - Keyword advertising refers to a variety of techniques that associate advertisements with particular terms on websites. The most common form is exemplified by Google Ad Words and Yahoo sponsored search which display ads alongside search engine results. Most ads are composed entirely of text while some may include graphics. This type of advertising uses keywords to trigger ads. Typically, advertisers select a set of keywords related to the product or service they wish to advertise. The ads are then displayed in relevant places based on those keywords. For example, Google matches advertiser-selected keywords to user search terms on Google.com in order to show relevant ads. The secret to effective keyword advertising is to find search terms that differentiate the company from other related industries, as well as from the competitors. Finding the right keywords can be crucially important to online marketing success. Keyword tools can help suggest keywords that are frequently searched. Website owners who don’t use Search Engine Marketing and whose websites do not have search engine friendly web designs are like brick-and-mortar store owners who slam the door in the face of every second customer who approaches. No smart marketer would ever think of operating a business that way. 2. Discuss the primary benefits of increased personalization for consumers and companies, and offer your opinion as to whether those benefits offset privacy concerns. The...
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...| A Woodshop Garage | An Online Business Design | | | | | Viability Why expand the company online? In today’s market shopping has turned into an online mega shopping mall that is open 24 hours a day. If the company doesn’t have a website then the company is business to other companies that do. Whether or not the company has a product that is able to sell online or not the company still needs to have a presence online to expand and increase its sales. Having a presence online gives the company the ability to show its product so that future partners, employees and future customers can easily find the company, its product and other current and future services that the company offers. When having a business online there are a few things to consider, will this company do well? What is the start up costs? Will it provide residual income? Is it easy to manage? These are some of the main questions to ask. There are many pros and cons to having a business online however there are only a few that need to be discussed. Advantages 1. Expanding online gives the company the opportunity to reach millions of people and show what products it has. 2. Starting online does not require a massive amount of capital. 3. Online allows the company to be open 24 hours a day 365 days a year. 4. With a professional website the company can be taken serious and there are endless amounts of opportunity for success. 5. Keeps the company competitive, with an online...
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