Zusammenfassung
Online Marketing Summary
- Kurs
- Hochschule
A compehensive summary of all class slides and readings
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Online MarketingProfessor Situmeang - How to capitalize on marketing - 40MCQs, 2 hr Exam
Week 1 : Setting the stage
- Looks upon all stages of the customer journey process from awareness stage to post
consumption phase
- Have an abundance of information & moving towards online marketing - Google knows
where we are, if im in Uni, it will show me different finds due to proximity to higher
education
Setting the stage; 5 trends
1. Artificial intelligence
2. Chat bots
3. (Personalized) Mobile Marketing
- Cookies, Consent banner on ever website allows marketing to tailor it to you
4. Omnichannel marketing
- Touching on different channels e.g. newspaper, internet, kiosk, call center,
outlet, direct sale sources (store) → Practice of offering shoppers information,
products, services and support e.g. Nike is in outlet, stores, newspaper, internet
usw.
5. Data protection, System availability and auditability
- Needs to be reported, audit…
Setting the stage; Different issues
1. Data integration and availability challenges
- We have so much data, the problem is all different channels work independent
from one anotherwith different teams and do not share data → Work as silos,
but what we want is integration !
, 2
2. Attribution challenge
- Marketing is fragmented, 90% of people switch screens to complete task
- A customer might begin their search process in a Retailer website such as
amazon.com or bol.com, form an initial consideration set, and then at some
point in the near future restart their search process on a website leading up to a
new consideration set and eventually make a purchase
3. Privacy, security, system availability and audibility
- Fines for breaching data protection // Some countries are against the use of
certain data collection processes
Costumer Journey & Loyalty
- Need to position customer journey in this - online marketing touchpoint should be in
here and integrated with offline touch points
, 3
Week 1 - 2.0: Pre-Purchase, Search Engine & SEO
Importance of search engines
6 Factors contributing to google search
1. Volume
- 40k search queries every second, 3.5billion per day, Increase in volume
2. Accessibility
- almost 50% of world has access to internet / search engines
3. Role of website traffic
- we use 27% google to search for things, 36% is direct via insta link or so
4. Growth
- Increasing on average 10% growth
- Google will provide volume, does not provide growth
5. Time spent
- 3-4 searches per day aka 1hour
- You can see how much time people spend on your page
6. Shopping behaviour
- To what purpose does the person look at search engine e.g. inspiration,
research, to buy purchase or for post-purchase afterwards
- Each of these need different website, keywords etc.
- Integration of searching into the shopping behaviour
Summary: If you know who and how to target, google will realize this and put you up on the
google search. Google search is an integral part of life - spend more time on google
Search Engine Marketing = SEO + SEA
SEA = term used to describe the various means of marketing a website via search engines
and entails both organic search engine optimization and paid search strategies.
SEM = Search Engine Optimization (Organic / Relevancy) + Search Enginge Adveristing (Paid/
Ranking)
SEA
SEO
, 4
Importance of Search Optimization: For online retailers it is pertinent to be in first 5 results to
get any relevant traffic to website
Search Engine Optimization (SEO) - Organic / Free
SEO: “Science of designing your website to maximize your search engine rankings. This
means that all of the elements of your website are created with the goal of obtaining high
search engine rankings.” →Try to position on first page, no one clicks second
How google search works?
- Provide most relevant results possible in relation to search query based on:
- Crawling: Scanning all webpages in the network of internet
- Indexing: Adding the webpages to a database, similar to creating a dictionary
- Ranking: Google uses its own algorithm to determine the order of page results based
on about 200 factors - counting number and quality of links to a page to determine a
rough estimate on how important website is
- Factors are:
- Domain Factors: Age, Keywords, Title / Meta tags, Descriptions
- Technical mechanics: Page speed, mobile friendliness
- Content: Keywords in website
- Reputation: Authority status of website, visitors, historical performance
(clicks)
- Trustworthiness: back links, outbound links, internal links - the more links
link back to your website the better
- User profile: geographic location, web history, language
How do I make my website relevant for the searched keyword ?
4 Steps of SEO
1.1 Set Goals
- Analyze underlying needs of your business
- Business Objective: increase sales through website
- Convert these needs into well-defined goals & keywords
- Strategy: Increase website visitors through on page optimization -
keywords and write blog using these keywords will help
- Assign KPIs to these goals to track if you achieve them
- KPIs: Website sales (Macro), online inquiries (Micro)
- Goals include: engagement, visibility, conversions (Micro or macro)
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