eMarketing via Search Engines & Pay-Per-Click Advertising
Definitions of eMarketing vs. Internet vs. Digital marketing:
Concept 1: Predictive
Modeling
Predictive
modeling involves creating a model to predict a partial outcome using
information that is gathered from the internet. For example, a model to
determine the likelihood that an email is SPAM based on previous tracked or
measured information gathered from the user. All of a user’s actions can be
tracked, measured and stored; this helps marketing professionals analyze
problems within their marketing strategy. With the internet becoming more and
more connected, people are able to share their thoughts, feelings and ideas on
blogs and focus groups. When businesses are able to access that information it
provides them with free market research to help them implement new strategies
or tweak ones that are already in place.
Concept 2: Search
Engines
Search
engines are web-based programs that index the web and allow people to find what
they are looking for”. A popular example of a search engine is Google. Search
engines are extremely important because they organize billions of pages of data
located on the web so that it is not only easily accessible but also easy to
look for. Without search engines and ability to index information, search for
information and pull the most relevant data it would be impossible to the use
the internet let alone market a product, service or business. Consumers use
search engines to locate products and services. Without a way to organize data
and how we search for it, consumers would never utilize the web for shopping,
research, etc. thus there wouldn’t be a need for eMarketing. Knowing the
importance of search engines prompts the following questions for me:
1)
Why don’t we have a larger quantity of search engines?
2) Why is google so popular?
Below is a link to a list of the Top 15 search engines. This
was eye-opening for me as I only recognized 5 of them.
Skill: Keywords
While reading, speaking to the client
and learning about the project the most important skill I have come across is
the ability to understand and formulate keywords. A keyword is a word or words
used by a search engine. An example of a key word is “Chatham” or “universities
Pittsburgh MBA”. Keywords are what a search uses to know “where to go” to find
information. To me this is crucial for a busy to be easily found by people
searching the internet. By creating relevant and unique keywords you will
increase the visibility of the clients business on the “search results” page,
hopefully resulting in more “clicks” and, in turn, more business for the
client. Knowing this, I am concerned about this part of the project. No matter
how unique or obvious we think our keywords are they are going up against
hundreds or thousands of other businesses with the same key words. It will be
interesting to learn strategies for coming up with key words.
Personal Journey
Reflection:
So
far we have only had 1 class meeting but we have already met with our client in
their space and gotten some preliminary information out of the way. Although
the readings helped me understand terminology, I still feel somewhat confused
by the GOMC project. I think this is because we don’t have a website or a
specific location to go to and observe what we will actually be doing. I also I
think I was so overwhelmed by all of the things we had to set up, add and apply
for that I lost a lot of information about Google. I understand that we are
using AdWords to help market the websites. But until I actually go in and mess
around with AdWords I think I am going to feel confused. I am hoping in the
next class session to get a better understanding and more detailed information
about the project.
