MKT 4555 Stukent Midterm PDF

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MKT 4555 Stukent CH 1, 2, 4, 5, 6: CH 1: URL vs. Domain Name http://amazon.com Server Cookies Client-side ● HTML ● JavaScript ● CSS

Server-side ● PHP ● Java ● Python ● C++ ● Ruby on Rails Dynamic

Static Transport Layer Security

Primary website objectives: earn money through online sales Other primary website objectives: advertising, commissions, subscriptions, provide info to generate/support offline sales, support a cause, provide customer support Website Type

Primary Conversion

Secondary Conversions

Retail (eCommerce)

Purchase

Create account Sign up for emails Pay for premium account

Lead Generation

Lead (Phone call or form submission)

Sign up for emails

Search Engine

Booking (e.g. hotel reservation)

Click on ad Sign up for emails

Media

Engagement

Page views Video views Create account

Social Media

Create account

Content creation (tweet, post) Content interaction (like, favorite, re-post)

Affiliate Marketing

Click affiliate link

Purchase

Marketplace

Posting item for sale / Making a purchase

Create account

Traffic: ▪ Direct ▪ Unpaid referral ▪ Paid referral ▪ Unpaid search traffic ▪ Paid search traffic

Conversion: ▪ Purchase ▪ Lead ▪ Engagement ▪ Account creation ▪ Click-through Revenue (per conversion)

Direct Traffic: • Recognizable brand • Easy-to-remember URL • Bookmarked pages • Mobile app • Email marketing Paid Referral Traffic: • Banner ads • Text ads • Video ads • Affiliates • Link purchases (not recommended) Unpaid Referral Traffic: • Facebook (>29,000,000 likes!) • Email • Backlinks -Home page -Product pages • Email is generally most cost-effective online marketing channel (i.e., highest ROI) • Social media activity targets established customers/fans • Backlinks – SEO efforts – Interesting content required Search Traffic: • Unpaid search traffic comes by being well-ranked on commonly searched terms • Alternatively, unpaid search traffic comes with good rankings on a lot of less popular search terms • Paid search allows a company to target driven customers • Expense of paid search varies by keyword Conversion: • Most important product information at top (“above the fold”) • Prominent “Add to Cart” button

• Easy-to-navigate checkout procedure • User profile enables stored shipping and credit card information (and email messages) • Conversion is higher with fewer steps in the transaction process Revenue: • Creating a customer is expensive—increasing a customer’s spending is much easier – Add-on product recommendations – Upgrades – Product reviews CH 2: Web Design Frameworks • Design for Usability • Conversion-Centered Design • Three Questions • Segments • Mobile first Design for Usability • Follow website conventions • Create effective visual hierarchies • Break pages up into clearly defined areas • Make it obvious what’s clickable • Eliminate distractions • Format content to support scanning Conversion-Centered Design • Attention • Context • Clarity • Congruence • Credibility • Closing • Continuance 3 Questions: • What are you offering? • Why should I pick you? • What do you want me to do next? Segments: • Conversion, or the next step in the conversion process, should appeal to a variety of customers • Segmentation can have many dimensions – Search versus category navigation – Browse versus directed shopping

– – – –

Product category New versus returning customer Preference for online versus in-store shopping Many more

Mobile First • Design for smaller screens first • Add features and content for larger screens (“Progressive enhancement”) Landing Pages: Single product Multi product Lead generation Subscription Long copy Single purpose Webpage Elements: • Color Scheme • Buttons • Images • Navigation • Trust Symbols • Video • Forms • Phone Numbers CH 4 Search Engine Parts • From Google’s white paper • Indexer-Barrels-Sorter portion is key • PageRank no longer used, but this structure is still relatively accurate

Crawling: • Find new and updated web content – URL Server tracks pages – Crawler explores all links to find new pages • URL Server must prioritize crawling – Crawlers are fast, but with limits – Frequently updated content will be crawled more often – Can be problematic Caching: • TML code of webpage sent to repository – Google has cached copy of entire world wide web – Cache = temporary storage Indexing: • Recodes each web page as a “hit list” – A “hit” is a word occurrence (not to be confused with a web hit, when someone views a web page) – Each page indexed as a series of words

Storing Hit Lists: • Partially sorts hits – docID sent to barrel corresponding to wordID – Some duplication of docID’s – Prepares docID’s for re-sorting by wordID Sorting: • Hit lists sorted by docID are not searchable – Must sort by wordID – Search engine results must find all docIDs that use the searched-for word Analyzing links: • Links used for multiple purposes – Crawling – Creating list of webpages (docIDs) – Calculating relevance – Calculating PageRank • No longer used • Many link metrics still used Searching on Google: • Searcher types “metamorphosis” into Google – All docIDs containing wordID 21548 found – Relevance score for each docID calculated – PageRank of each webpage (docID) found – Relevance and PageRank combined to determine final rankings Multi Word Searches • Butterfly metamorphosis – “butterfly” – “metamorphosis” – “butterfly metamorphosis” • Much easier to earn good rankings for multiple-word searches Keyword Usage: • URL • Title Tag • Header Tags • Main Content • Alt Text • Anchor Text Choosing Keywords: • Relevance • Traffic • Competition

• Current ranking Google Evolution: • PageRank • Panda • Penguin • Pigeon • Hummingbird • Knowledge Graph • RankBrain • Mobile-First The 5 Components of SEO Size Time Popularity Linking Text Load Time: • Overstock pages are data intensive – Could cause slow loading – Technically up to date Fresh Content: • New products available • Sales and promotions • Articles • Reviews • Q&A CH 5 No Follow Links: “Don’t follow links on this page” Untrusted content Paid links Low priority links Popularity Metrics: • Number of backlinks • Backlinks from related/relevant websites • Anchor text • Link neighborhood • Link freshness • Link diversity • Social sharing

Content Marketing: Appealing content -Entertaining -Useful Distribution -SEO -Social sharing -Paid Conversion

CH 6:

Ad Copy: • Keyword relevance • Enticing and unique value proposition (UVP) • Obvious call to action (CTA) • Ad extensions

Capturing Lost Conversions: Non-converters: - Did not like what they saw - Were not likely to convert anyway - Were not ready to convert (but may be ready in the future) Campaign Settings: • Campaign Type – Search network only

– Display network only – Search network with display select – Shopping • Device – Desktop – Tablet – Mobile • Ad extensions – Location – Affiliate location – Callout – Call – Message – Sitelink – Structured snippet • Available headers: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles, Types – Price – Review – App...