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 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

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

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

Assignments and Grading Classroom presentation - 20% of final grade: Presentation will be a brief 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

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

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

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)

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

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

A Real-Life Example

SEO Strategy Tips from Google

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

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

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

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

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

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

Questions?