digital marketing presentation – internet marketing, technological determinism (mktg-7546, module...
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Biocitizen.org
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Technological Determinism
• Influence over the evolution of humanity
• Technology as a force of change for social structure and cultural values
• The medium is the message• Opened spaces that allowed for
freer communication
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Digital Democracy
• Immediacy to drive business impact
• Conversation, not campaign• Scale across the organization• Direct input creates ‘automatic’
wins
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• Google Analytics Social Report
• Do you have class?• Stalking made easy
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/user/TheProfessorBrey
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MODULE 6 – INTERNET MARKETING - TECHNOLOGY DETERMINISM
MKTG-7546 Marketing in a Digital Age
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Digital Marketing Funnel
Satisfaction
Loyalty
Engagement
Life-Time Value
Advocacy
Awareness
Visitors
Interaction
Research
Sales
Customer
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D I G I TA L M A R K E T I N G
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SEO SEM Comparison
SEO• Improve a websites’ ranking in
the results• Slow and drawn out process• Involves on-page and off-page
optimization• Web design techniques• High upfront costs, longer value• Site showing for different
searches• Uncontrollable traffic• Typically considered a higher level
of trust
SEM• Advertisements that show up
on results pages• Controllable form on digital
marketing• More flexibility to budget,
keywords and targeted websites
• Instant qualified traffic• Instant, short lived results fast• As many visitors as you want
based upon your budget
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Search Engine Optimization (SEO)
• The process of improving visibility of a website or a web page in search engines
• Common Craft Explanation
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SEO
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Search Engine Marketing
• The process of marketing that involves promotion of websites in their search engine results pages (SERP) using paid placement and contextual advertising to reach a paid inclusion
• In Simple English
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Google Keyword Tool
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Google Adwords
• Adrank: CPC x Quality Score• Quality Score– Means that your keyword will trigger ads in a
higher position and at a lower cost-per-click– Calculated every time your keyword matches a
search query• Adwords Working
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Open Web Analytics
• Live analytical data concerning the Open Web Analytics Site
• Each group needs to answer a series of questions concerning usage
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B U S I N E S S I N T E L L I G E N T
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Data Quality
Clean Data Collection
Be Very Selective
Data Audits
Go for Precision
Incomplete? No Problem
Move Fast, Think Smart
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Data Quality Explanation
• Collect clean data– First-party cookies (self-placed)– Web pages are all tagged
• Be very selective– Analytics tools can take 18 months– The web changes every 6-9 months– Three month application of data collection
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Data Quality Explanation
• Audit your data– WASP and ObservePoint– Quarterly auditing to help ensure complete data
• Data precision– Ask the precise questions– Precision is predictable and therefore reproducible
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Data Quality Explanation
• Incomplete data– There is no perfect answer– An inability to make a business decision– If you are precise, you can adjust the accurate
• Move fast, think smart– The opposite of traditional business thinking– Efficient processes that empower people to move
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Dashboard
• Give context to the metric• Isolate the important data pieces• Provide insights section to relate information• Single-page analytics are key• Constant evolvement of the tool
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Digital Planning Budget
• An example of the budgetary considerations
• A potential application for your final project
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Are you a Ninja?
• Kaushik, Chapter 11• Kaushik, Chapter 12• 2011 Social Media Industry Report
NEXT WEEK
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