Digital Marketing Questions
Q1. SEM (Search engine marketing) is a process of marketing which use search engines in researching and submitting a website. Businesses use B2B brand such as Smartphone and creates a website. Consumer visits the websites and views products. Then business is supposed to offer payment on pay per click. Text ads in online ads produce Google search results (Chaters, 2011). It displays headline txt of a device, a URL which is a website address and a description text on the product or services. Text ads are different from expanded text ads in that the latter has two headlines and two description lines. The expanded text ads are also connected in mobile devices.
Q2. SEO (search engine optimization) is the use of search engine to improve quality and quality of a website. A B2N brand such as online clothing is advertised in websites. Businesses have online stores and through SEO, businesses are able to improve productivity and competitiveness as consumers have a high website trust through using search engines (Chaters, 2011). When typing keywords, SEO produces relevant content and consumer is able to see the important descript of products and services.
Q3. In Digital Marketing Plan, ‘poo pourri’ use social media strategy. This method helps the company to maintain its competitive edge in the market. It advertises its products on Facebook, Instagram, Twitter and YouTube (Raghupathi, 2013). The company promotes its content through creating an interaction with consumers. The company has connected its business operations with many social networks and its websites are increasing. I can also recommend the company to use traditional marketing plan such as competitor analysis. The company should compare its marketing efforts with that of the competitors. It will also have the opportunity to identify weakness and strength and implement the most-effective plan. The company should also use market conditions analysis (Raghupathi, 2013). This will help the company to manufacture quality products which are demanded by the target markets.
Q4. Consumers with multiple touch point tend to interact with various communication channels, products and services. In this situation, customers’ gain more experience by coming across different channels, products and organizations. For example, in purchasing a shoe brand, consumer tends to purchase a high quality shoe which will meet the preference (Court, 2009). When there are multiple channels advertising and selling shoes, customers will purchase the shoes by using five process of decision making in purchasing. For example, customers will ensure that the shoe meets the needs, they will also use search engines in searching shoes with satisfying elements, they will select quality shoes with effective cost and will the best place to buy the shoe. Consumers also apply goals and expectations when purchasing products in multiple touch point. Businesses use Google Analytics in making the decisions. Business are also using a consumer journey maps and through understanding the customers experience, it is easier to create a value-driven decisions and provide essential components (Court, 2009).
Q5. Jimmo Choo should apply consumer psychographic in consumer profiling. This means that the company should consider the interest and opinions of customers as well as their lifestyles. Rather than relying only on demographic data, the company should evaluate psychographics and focus on a specific group and their behavior toward website visits, products and services, values, avocations and more. The company will save both time and money and focus on targeted areas when manufacturing and advertising products and services (De Vault, 2017). On consumer profiling, Jimmo Choo should also consider age, gender, race and education. For example, the latter will help the company understand whether customers are upper-income consumers or low-income consumers. Race is also important as different race have different preferences and the company w ill understand products needed by all races. Gender and age will help the company identity products needed by male and female and those which will satisfy the need of young and old customers (De Vault, 2017).
Q6. GA is a web analytics program used in ecommerce tracking in sending transaction data. This method use receipt information and it lacks free data which business needs to increase revenue. On the other hand, enhanced GA is a program which has a funnel system and various ecommerce data which helps the business and consumers to view products information, product impressions, transactions, website visits and customers’ response on the websites and many more (Barnes, 2014). Advertising companies can benefit from enhanced GA because they will have the opportunity to create e-commerce engagement where they will analyze e-commerce data. Companies should implement GA tackling in order to create tracker objects which will be applied in tracking pages, monitoring traffic and increase revenue. With GA tracking, companies will also identify weaknesses and strengths of the websites (Clifton, 2012).
Q7. Heat map in GA is feature in the Google Analytics Mobile App. The latter was made by Google and it has real-time data and users can also create a mobile dashboard. The heat map feature in the app is also used to visualize metrics. Heat map is helpful as it will provide a hypothesis based on the questions or pages you want to visit (Clifton, 2012). When using Desktop and mobile, heat map will retain visits by implementing site elements for the customers. However, is advisable to identify how the two differ in order to meet the different needs for customers.
Q8. Bounce rate is defined as a single page visit where users visit a single page. Example of an industry which may demonstrate a good bounce rate is the advertising industry. If the websites are associated with speed and usability, customers will bounce less by navigating to the websites fast. When customers visit the website and find a commercial intent, they will bounce less and the industry will get a less bounce rate (Clifton, 2012). Social media industry also faces a good bounce rate as customers visit the sites and finds that they are nice and friendly. Bounce rate signifies that it can be a bad thing if the bounce rates are high and it is associated with benefits if the bounce rates are less. It is important to understand the bounce rate in order to track the sites and use relevant keywords and implement landing page software which helps in addressing problems (Clifton, 2012).
Q9. Social media is associated with important aspects as it allows customer to share opinions and to exchange information. It has variety of channels and tools such as SMS, emails and more. It has a flexible medium and with technological change, tools are available to maintain the interaction. A car is an example of a brand which can be marketed through these channels. Facebook has weakness due to the News Feed default. However, I can use the strategy of finding audience in Google Analytics. This will assist in viewing visitors on websites, their needs and their goals. Instagram is an app which may hinder reaching the target audience. The strategy which I may use is to post picture of the brand and the image will remain in the Instagram where various audiences will view it. YouTube has weaknesses as it does not have quality customer service and it can remove the video at any time. However, YouTube analytics will help to create relevant video with important content.
Q10. Rutgers Business School is using Program Format which is Online-Mini MBA which allows faculty members to hold online discussion in answering questions. It also use program benefits such as the Mini-MBA certificate program which provides the school with digital marketing strategy. Students complete the certificate program and earn the elective waiver of other MBA programs. I would also apply SEM and SEO as both will build the business and welcome more visitors (Chaters, 2011). They will also add practical techniques which will assist in creating websites and increasing revenue. Mobile will also be important as it as agile and fast. Customers will get access to digital content.
Reference
Chaters, B. (2011). Mastering search analytics. Sebastopol, CA: O'Reilly Media.
Clifton, B. (2012). Advanced Web metrics with Google Analytics. Indianapolis, IN: Wiley.
Raghupathi R. (2013). 20 Million Views Later, How Poo~Pourri Made a Splash on Social Media. socialmediatoday.com
Retrieved from: http://www.socialmediatoday.com/content/20-million-views-later-how-poopourri-made-splash-social-media.
Court D., et al (2009). The Consumer decision journey. McKinsey & Company.
Retrieved from: http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey.
De Vault Gigi. (2017). Consumer Profile: Defining the Ideal Customer.
Retrieved from: https://www.thebalance.com/consumer-profile-defining-the-ideal-customer-2296932
Barnes S. (2014). FAQ About Google Analytics Enhanced Ecommerce. LunaMetrics
Retrieved from: http://www.lunametrics.com/blog/2014/09/18/faq-enhanced-ecommerce/
