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An Integrated Approach to Internet Marketing

Minder ChenAssociate Professor of MIS and

Martin V. Smith School of Business and EconomicCSU Channel Islands

minder.chen@csuci.edu

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Evolutions

• Directory Services to Search Engines

• Submission services to Search Engine Optimization services

• Double Click (Banner Ads) to Ad Sense & Ad Words

• Web sites to Social Networks

• Online shopping to online research

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Moving from Web 1.0 to Web 2.0

Source: http://oreilly.com/web2/excerpts/web2-architectures/chapter-3.html

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Impacts of Your Digital Footprint to Marketing and Sales

92.5%

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Keywords Are Very Telling

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Keywords Reveal Customer’s Intentions

Purchase stage Potential Search Terms Used

Awareness smart phone, best smart phone

Consideration /Evaluation

compare Andriod and iPhone, iPhone 4G, iPhone vs. Android features

Conversion/Purchase iPhone 4 at AT&T stores, Android and iPhone price plan comparison

• Organic keywords• Search keywords• AdWords keywords

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Key Internet Marketing Strategies

• Search engine optimization (SEO) - no cost per click

• Search engine marketing (SEM) - cost per click

• Social Media Marketing (SMM)– Words of mouth marketing (free) – Ads on social network Web sites

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Search Engine Optimization (SEO)

(Meta tags, etc.)

(Back links)

(Content is the king)

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Google

• http://www.google.com/insights/search/• https://adwords.google.com/• http://AdSense.google.com

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Anatomy of a search engine results page (SERP) after searching “shoes online”

SEM

SEO

Landing page

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Social Media Marketing

Using social media to: Twitter on customers’ MySpace until they Google all over your Facebook!

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Top 10 Social Network Web sites

Rank Web Site Category Primary value

1. FacebookSocial Networking

Strong Profile Rankings

2. Twitter Community Promote Link-Worthy Content

3. LinkedInProfessional Networking

Strong Profile Rankings

4. Wikipedia Wikis Strong Profile Rankings6. Digg Social News Strong Profile Rankings7. YouTube Video Strong Profile Rankings

8. StumbleUponSocial Tagging

Strong Profile Rankings

9. Reddit Social News Direct Link Sources10. Yelp Reviews Strong Profile Rankings

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Zappos.Com CEO Tony Hsieh’s Twitter Page

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Web 2.0 &Social Media

Networks• dsdfsd

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Kogi Korean BBQ Taco Truck ~ Los Angeles

@KOGIBBQ ON TWITTER , http://kogibbq.com/, http://twitter.com/kogibbq/

- 16 -http://business.blogs.cnn.com/2011/07/07/attention-tweeps-twitter-following/

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Issues

• Communication– Link to outdated landing page

• Errors/Typos in Posts– Cannot recall wrong information– Kogi: 2 minutes instead of 20 minutes– Pleasant Holidays: $299 instead of $499

• Managing Expectations– Responding to posts

• Communication– Link to outdated landing page

• Errors/Typos in Posts– Cannot recall wrong information– Kogi: 2 minutes instead of 20 minutes– Pleasant Holidays: $299 instead of $499

• Managing Expectations– Responding to posts

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Online Marketing ObjectivesA study conducted by SEMPO in 2010 identified the

following objectives for online marketing (Econsultancy, 2010):

1.Drive traffic to a Web site. 2.Generate leads. 3.Sell products, services or content directly online.4.Increase brand awareness /enhance reputation.5.Improve customer service/customer satisfaction.

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Search engine optimization (SEO) objectives

0%

5%

10%

15%

20%

25%

30%

35%

40%

Generate leads Drive traffic to web site

Sell products, services or

content directly online

Increase brand awareness /enhance

reputation

Improve customer

service/customer satisfaction

34%32%

26%

6%

2%

18%

36%

15%

28%

3%

Most Important

Second most important

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Search engine marketing objectives (SEM, a special case of Online Advertising)

0%

5%

10%

15%

20%

25%

30%

35%

40%

Sell products, services or

content directly online

Generate lead Drive traffic to web site

Increase brand awareness /enhance

reputation

Improve customer

service/customer satisfaction

39%37%

17%

5%

2%

11%

21%

39%

25%

5%

Most Important

Second most important

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Social media marketing (SMM) objectives

0%

10%

20%

30%

40%

50%

60%

Increase brand awareness /enhance

reputation

Drive traffic to web site

Generate leads Sell products, services or

content directly online

Improve customer

service/customer satisfaction

51%

17% 16%

8% 8%

25%

29%

15%

10%

21%

Most Important

Second most important

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Marketing Funnel

http://www.rosetta.com/WhoWeAre/ThoughtLeadership/SearchandMedia/Pages/SocialMediaandtheNewMarketingFunnel.aspx

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Increasing influence of social media m

arketing

Drive traffic to web site

Generate lead

Sell products, services or content directly online

Increase brand awareness /enhance reputation

Improve customer service/ customer satisfaction

SEO

OnlineAdvertising

Mapping of Internet Marketing Strategies to the Marketing Funnel (Adapted from Forrester Research Inc. and SEMPO State of Search Engine Marketing Report 2010)

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SEO1.Improve organic search result2.Site contents: Determine keywords to use, keywords density & placement3.Site structures & meta tags4.Inbound links

Online Advertising

1.Bid for sponsored links2.Pay for contextual ads3.Affiliate marketing. 4.Which keywords to buy?5.Bidding strategy

SMM1.Build brands and customer royalty2.Monitor and use social networking sites3.Use social bookmarking to increase web site page ranks4.Build quality backlinks to improve SERP positions

Traffic & Keywords

• Research keywords• Match customer intentions

in the marketing funnel

An Integrated framework for Internet marketing

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Social Media Monitoring Tools

• See reference at note page