MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

Biocitizen.org

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Technological Determinism

• Influence over the evolution of humanity

• Technology as a force of change for social structure and cultural values

• The medium is the message• Opened spaces that allowed for

freer communication

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Digital Democracy

• Immediacy to drive business impact

• Conversation, not campaign• Scale across the organization• Direct input creates ‘automatic’

wins

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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• Google Analytics Social Report

• Do you have class?• Stalking made easy

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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/user/TheProfessorBrey

/in/professorbrey

/Professorbrey

@professorbrey

MODULE 6 – INTERNET MARKETING - TECHNOLOGY DETERMINISM

MKTG-7546 Marketing in a Digital Age

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Digital Marketing Funnel

Satisfaction

Loyalty

Engagement

Life-Time Value

Advocacy

Awareness

Visitors

Interaction

Research

Sales

Customer

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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D I G I TA L M A R K E T I N G

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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SEO SEM Comparison

SEO• Improve a websites’ ranking in

the results• Slow and drawn out process• Involves on-page and off-page

optimization• Web design techniques• High upfront costs, longer value• Site showing for different

searches• Uncontrollable traffic• Typically considered a higher level

of trust

SEM• Advertisements that show up

on results pages• Controllable form on digital

marketing• More flexibility to budget,

keywords and targeted websites

• Instant qualified traffic• Instant, short lived results fast• As many visitors as you want

based upon your budget

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Search Engine Optimization (SEO)

• The process of improving visibility of a website or a web page in search engines

• Common Craft Explanation

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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SEO

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Search Engine Marketing

• The process of marketing that involves promotion of websites in their search engine results pages (SERP) using paid placement and contextual advertising to reach a paid inclusion

• In Simple English

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Google Keyword Tool

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Google Adwords

• Adrank: CPC x Quality Score• Quality Score– Means that your keyword will trigger ads in a

higher position and at a lower cost-per-click– Calculated every time your keyword matches a

search query• Adwords Working

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Open Web Analytics

• Live analytical data concerning the Open Web Analytics Site

• Each group needs to answer a series of questions concerning usage

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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B U S I N E S S I N T E L L I G E N T

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Data Quality

Clean Data Collection

Be Very Selective

Data Audits

Go for Precision

Incomplete? No Problem

Move Fast, Think Smart

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Data Quality Explanation

• Collect clean data– First-party cookies (self-placed)– Web pages are all tagged

• Be very selective– Analytics tools can take 18 months– The web changes every 6-9 months– Three month application of data collection

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Data Quality Explanation

• Audit your data– WASP and ObservePoint– Quarterly auditing to help ensure complete data

• Data precision– Ask the precise questions– Precision is predictable and therefore reproducible

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Data Quality Explanation

• Incomplete data– There is no perfect answer– An inability to make a business decision– If you are precise, you can adjust the accurate

• Move fast, think smart– The opposite of traditional business thinking– Efficient processes that empower people to move

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Dashboard

• Give context to the metric• Isolate the important data pieces• Provide insights section to relate information• Single-page analytics are key• Constant evolvement of the tool

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Digital Planning Budget

• An example of the budgetary considerations

• A potential application for your final project

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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Are you a Ninja?

• Kaushik, Chapter 11• Kaushik, Chapter 12• 2011 Social Media Industry Report

NEXT WEEK

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

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