David Alpern Lecture

Tonight we had David Alpern conduct the class on Search Engine Marketing, here are a few things that we learned:

Reasons Internet Users use Search Engines:

• Research
• Entertainment
• To find more info
• Business
• Comparison Shop
• Purchase
• News
• Look up phone/address
• Banking
• Other

Site Strategies for Success:

1. Establish your site objectives
2. Specific goals to be used to measure success
3. Competition
4. Offer
5. Creative and Content

• informational and copywriting, type, tone, style, architecture, navigation, graphic design and usability.
• Visibility, search engine optimization
• Marketing site promotion, branding, testimonials
• Site maintenance
• Privacy Statement
• Links

The Goals for your site need to be:

• Specific
• Measurable
• Attainable
• Realistic (Time-Frame)

Some of the way Search Engines make money:

• Pay Per Call
• Vertical Search
• Sponsored link impressions on Google and Yahoo!

Search Engine Marketing Terminology:

• Directory-Reviewed and constructed by human eyes (Yahoo's initial business)
• P4P(Pay for Performance)-such as pay for click services also called CPC (Cost per click)-Originated by Overture-formerly GoTo.com
• Portal-A site that serves as a getaway to additional info:Horizontal Portal:General Interest Portal(Yahoo); Vertical Portal: Focuses on a particular interest (CNET Networks)
• Portal Presence-Visibility on main search engines and general portals; good portal presence can and will increase traffic to a site.

-Good portal presence can be purchased through ads, sponsorship; search engine submission, search engine rankings.

-Need to be in top 10 or so to have a chance of being noticed; Sites try many techniques to get placement.

Useit.com:Digital Divide

Digital Divide: The Three Stages

The 'digital divide' is the fact that some of the population has many more opportunities to benefit from with computers than do other parts of the population.

Stage 1: Economic Divide

The digital divide starts with the fact that some people can not afford to buy a personal computer. In the industrialized world the problem is not nearly as bad as in the developing world, where computers will more than likely not reach the average citizen for 20 or more years. In the more advanced countries of North America, Europe, Australia and Asia, computer cost is not the real issue. There are now computers that are extremely reasonably cost but there are still some that cannot afford one.

Stage 2: Usability Divide

What is even worse than the Economic Divide, is the fact that most technology is so complicated that even people who own computers or want one may not be able to utilize it. What is drastic and very sad to say is that 40% of the population has lower literacy skills, but few websites cater to these people. This problem of low literacy is the Web's biggest accessibility problem but no one really cares.

The second biggest accessibility problem is the problem faced by senior citizens. Most companies have little interest in making websites easier for senior citizens, even though seniors are becoming the largest portion of our population and they tend to be much richer than the younger people that companies target. For people that use the internet and computers often, usability will continue to get easier, but there are many people currently being left out.

Stage 3: Empowerment Divide

The internet provides many opportunities that even people with computers may never make full use of. Some users do not know how to search correctly and because some users lack the initiative and skill to take matters into their own hands, some users are at the mercy of others decisions. Though the internet can be an empowering tool that lets people have access to many things that they wouldn't otherwise, it could also be an scary environment where people are cheated.

I do agree with the author, first of all with his take on the Economic Divide, if more people had access to computers they could gain a multitude of new knowledge. Though there are some very cheap computers on the market, there are tons of people that can not afford one. It's sad to say that realistically many people will never be able to afford a computer.

Secondly, from a usability and empowerment standpoint I completely agree with the author. My generation has had access to computers since elementary school, but my parents generation did not, and unless you are an adult with a job that includes computers on a daily basis, you may never have learned what you can do with one. Many people can be easily taken advantage of due to the fact that they don't really know better.

Article Review-Clickz.com

Who's In Control? By Rebecca Lieb

This article was written to discuss the fact that control is rapidly changing hands from marketers to consumers. Marketers control of their brand, advertising, messaging, website and offline media is quickly lessening, and there is not much we can do to stop it. Consumers are now taking a lot of the control away from marketers, but so are 'click fraudsters, spammers and identity thieves. A huge part of that control comes from user reviews on various products and websites. Another large piece of consumer control lies in blogs and now with the increased power of YouTube, video clips.

Just like the article says 'the erosion of marketers' control on the web begins with the fundamentals: the browser and e-mail client.' As time has gone on, browsers have become very functional. They now can block cookies and block pop-ups, scripts and more importantly ads. And some browsers have the option of deleting even more than that. As far as e-mail goes, it is screened, filtered, spam-foldered and image blocked. There is anti-spyware and behavioral targeting.

An example of consumers power lies in the Kryptonite lock incident. When it was discovered that Kryptonites locks could be opened from a bic pen the news spread like wildfire all over the net. Now when you run a search of Kryptonite locks, you will for sure come across numerous sites showing the lock being picked, this is an example of consumers control and power.

Companies in the 90's believed that the web was not about participation, that advertisers not consumers should call the shots. This way of thinking is very wrong, the internet is increasingly dominated by consumers and what technological they choose to use. Now marketers are also starting to lose control of the channels they use to spread their message. Consumers can now view content, on mobile phones, portable audio and video devices and many others.

I chose this article because I am a marketing major, and times have changed. I think that it is very beneficial to be aware of just how much the issue of control has changed, with the Internet the world of marketing has had to go in a whole new direction. Marketers now need to think more about letting the consumers participate in the process.

Guest Speakers

This afternoon we had two guest speakers in the classroom, who are in fact teachers of another section of Internet Marketing on campus. These two men have a lot of experience in this field, though not so many years, but a lot of great experience with large companies. It was interesting to hear what projects they were a part of, such as Local.com, AltaVista and both working for Experian.

I am a marketing major, so everything that we discussed was in familiar territory, but I enjoyed the way they presented it, though some of the material felt like marketing 300 rather than Internet marketing. Here are some of the topics that we discussed.

Product Life Cycle

• Introduction
• Growth
• Maturity
• Decline

With each of the categories the class was asked to think of a product that is currently in that stage. For example in the growth category the class came up with Hybrid Vehicles and HDTV. Also in the decline category, VCR's were the product of choice.

Direct Marketing (Advantages of Direct Mail)

• Targeting
• Personalization
• Optimization
• Accumulation
• Cost

The speakers informed us that the major cost in direct mailers is paying for the list. The list is an extremely important component of direct mail, it is meant to target the segment that is desired, in other words, to send out the mailer to consumers who are most likely to purchase the product. Other costs include printing, design and postage.

4 P's(7 P's)

This is something that is discussed in every marketing class, and it is what marketers strive to accomplish in the best way possible.

• Price
• Product
• Promotion
• Place
• People
• Physical Evidence
• Process

When we talk about this topic we always say the 4 P's, but the speakers informed us that there are actually now 7 P's that we should think about, I have italicized the new ones at the end of the list.

Personal Selling

We also had a discussion on personal selling, what it is and the steps that it takes to complete the sale from beginning to end. It is the idea of creating and maintains a lasting relationship between the consumer and the seller.

• Prospecting
• Pre-Approach
• Approach
• Presenting
• Overcoming objections
• Closing the sale
• Follow-up

Assignment #2

1. I chose the Asics Gel- 1100V, which is a volleyball shoe. I chose this shoe because I was a volleyball player for nine years and understand the need of having a good pair of shoes.

2. After reading the reviews for this shoe I found that it is an extremely popular shoe. Here are some of the features that users commented on:

• Light weight shoes
• Breathable mesh tongue
• Not only for volleyball; make good running and gym shoes
• Great arch support
• Though expensive-worth the money
• Extremely comfortable

3. I think that being a consumer online is difficult because you can not physically 'check out' the product. But shoe shopping online, at least for me, would be extremely difficult with the fact that I would not be able to try them on and walk around. Having an opportunity to read these reviews would make me feel much more confident in my purchase. An in the case of this shoe, all of the reviews were positive and the shoe was very well received. If I was still playing competitive volleyball I would more than likely purchase the Asics Gel-1100V.

4. Reading the reviews on Zappos.com is a huge advantage to the consumer because this way it is as if we tested out all the shoes ourselves and then were able to pick out the best ones. As a consumer we can be extremely picky, and reading how other consumers, like us, react to certain products gives us that little bit of inside information to help make our purchase decision. Another advantage to us consumers, is that the reviews on Zappos.com are free, we do not have to purchase a pair of shoes to read a review, so this way we can read about the shoe on the website and then search other sites, or brick and mortar stores for the best deals.

5. Reading reviews on Zappos.com is extremely crucial to their success. I think that without these online reviews people may be somewhat hesitant, mainly for the reason I mentioned above, the fact that you cannot try the shoes on makes people a bit hesitant. But being able to read reviews from other people who felt the same and are know extremely satisfied with their purchase is a great tool that Zappos.com has. The advantage that they have is that offering these reviews to their consumers, makes them stand out amongst some of the other online competitors. Even when reading a bad review on the site, it doesn't necessarily mean that a sale will not be the end result. If a consumer doesn't like what they see about one shoe, they will more than likely view other similar shoes, until they find what works for them.

6. I think that it is very important for online retailers to offer reviews to their consumers. Kenneth Cole shoes are specialty shoes, and more than likely most of the people buying from the website are already consumers of the shoes. Which makes all the more reason for Kenneth Cole to have reviews on the site from people who already love the product. This way when new consumers log on, they will be able to read from consumers what it is they love and hate about the product.

7. I do not buy much online, but I do a lot of research online when I am interested and planning on buying a certain product or service. Currently I am searching for hotels in the Bay Area, and I have been reading numerous reviews, that I feel have greatly helped me stay away from the bad places that I may have chosen if I had not read the reviews. Being able to read about a place or a product that someone else has already experienced gives me just another piece of information that normally makes my decision a whole lot easier.

8. Like I said before, I think that it is very important for online retailers to offer customer reviews on the websites. It gives the consumer more confidence to make a purchase, knowing that they have not only researched the product features, but now also know how other users feel about the product.

Assignment 1-MKTG 437

3) Potential Business uses of Blogs:

• First and foremost-To Make Money!
• Advertise to people who are writing the blogs about the products you sell.
• Businesses can pinpoint their consumers, and sell them what they already love.
• Businesses can introduce new products through blogs.
• It's a great way to make the customer feel appreciated and special. The customer can be contacted directly from a company representative through a blog.
• Provide another sales channel to the more technology oriented consumer.

4) Should blogs look and feel like traditional marketing and advertising? Why or why not?

No, I do not believe that blogs should have the feel of traditional marketing and advertising because they themselves are not traditional. Blogs are a new concept in today's world, and being that they are new, we as business people should find a creative way to advertise and market our products in this new environment.

5) Are blogs a fad? Or will they continue to have some impact for marketing? Why or why not?

In all honesty, when I was first introduced to the idea of blogs I truly believed it was just a fad. But as time has gone on, more and more people are taking this idea seriously and it has made me look into it a bit deeper. At first I thought of blogs as just a place for people to go onto and vent out their emotions, be it about a product or a break-up with a boyfriend, it was nothing that I was interested in checking out. But now, businesses are taking blogs more seriously, in an attempt to make money and advertise to consumers in a new medium. I now am thinking that this could be the next big wave of the marketing future, it just depends on how quick they will catch on.

6) Would you like to see the Marketing department start a blog?

Though I believe that blogs are becoming a big thing in today's world, especially in the business world, I do not necessarily think that it is something the Marketing department should have at the top of their list of things to do. I do however think that individual classes would benefit from the use of blogs, this way it is narrowed down to the actual class that the student is focusing on. This way students can interact with classmates from home in a way that is comforatable, it could be used as a way to express the need for help on projects or a way to find out what they missed in class that day. This could be used as a test run, to see if the students would respond to blogs directly related to their class, if so, then I would say that the marketing department should definietly look into blogging, mainly giving the students a place to communicate with potential employers, and the ability to network with other students in various classes.