Online Marketing fundamentals Kenneth Chang

What makes an effective website It is simple, well-thought out, and highly functional. It must be designed to appeal to the target market. Make it mobile friendly and loadable in all browsers. Must be reflective of the brand. The services or products must be easy to navigate. Keep it up to date.

Choose an effective domain name Must be relevant to the business. Make it memorable by keeping it short, using simple terms, and common suffix. Must be usable by being free of special characters.

Making your website convert Have landing page that reinforces decision to click and provides attention- grabbing visual or headline. Four most common types of landing pages: Teaser, Squeeze, Viral, Infomercial. Steps to build landing page: Define goal, specify information needed to accomplish goal, outline what user needs, determine user’s shared value, tack results. Fixing conversions can increase revenue without increasing traffic.

Measuring data The data you collect will be used to improve experiences, find new opportunities, and discontinue failing ideas. Measured using three medias: paid, owned, earned. On website: # of visitors, location of visitors, page visits, duration of visit, abandonment page. On social media: mentions (Twitter), interactions (LinkedIn), video views (YouTube)

Define key performance indicators KPI’s must align to business goals, must be measurable, easy to understand. For marketing objectives, set KPI for total revenue and ratio of new to returning visitors.

Attribution Models Last-click attribution involves a very clear process the user takes. View-through attribution is when a customer sees an ad and later returns to complete a conversion on your site.