BUS572-1

     eMarketing via Search Engines & Pay-Per-Click Advertising

                                

Definitions of eMarketing vs. Internet vs. Digital marketing:

http://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/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.

http://www.ebizmba.com/articles/search-engines

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.