CHAPTER THIS IS THE PPT SUPPORT FOR INTERNET

MARKETING, CHAPTER 1.

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 CHAPTER

1 INTERNET MARKETING
AS PART OF THE
MARKETING
COMMUNICATIONS MIX
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not be scanned, copied or duplicated, or posted to a
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 How Has the Internet
Changed the Way You
Live
Work
Communicate

ARE YOU OLD ENOUGH

TO REMEMBER
BEING WITHOUT
?INTERNET ACCESS
 EVOLUTION OF THE INTERNET
Slow Growth from 1957 Through 1990

1950s: The Cold War spawns the ARPAnet •

1960s and 70s: Slow growth—limited to scientists and researchers around the world •
1980s: TCP/IP; National Science Foundation operated the backbone, banned commercial traffic •

4
 EVOLUTION OF THE INTERNET
1990s Through Present: Boom, Bust, Stable Growth

Gopher and HTML :1991 •

Mosiac :1993 •
!Yahoo :1995 •
Throughout the 1990s: Venture Capital Dollars •
Chasing Untried Business Models
through 2002: Business Failures and 2000 •
Disappearance of Venture Capital
On: Rapid Growth in Users, Content, and Sales 2004 •
(B2C and B2B); Emergence of New Players Like Google,
Facebook, Foursquare, Groupon
5
Internet Timeline

6
Sabre Holdings
From an Internal Network
To a
Commercial Product
To an Enterprise
with a
Portfolio of Brands
WHAT DOES BUST/RETURN TO

GROWTH SAY ABOUT

?INTERNET BUSINESS MODELS

 Characteristics of Web 2.0
Services, Not Packaged Software; Scalability •
Unique (Behavioral) Data •
Users as Co-Developers •
Harness Collective Intelligence •
”Leverage the “Long Tail •
Software Increasingly Device Agnostic •
Lightweight” Interfaces, Development“ •
and Business Models

9
 ?Web 3.0

Real Time •
Semantic •
Open Communication/Data Transfer •
Mobile and Geolocation •

10
 Social business’ technology‘
improves business outcomes

What Increased What Decreased

Communication with customers Time to find information and
experts
Employee connectedness Number of customer support calls
Project collaboration and Number of emails sent
productivity
Ideas generated inside the firm Time needed for meetings
New business win rate Need for travel

11
Global brands – combination of
Online and Offline
Internet marketing paradigm
 Elements of paradigm
Objectives Inputs Actions

Customer Internet Business Advertising and

Acquisition Models Promotion
- Direct Response
Customer Interactive Channels - Brand Development
Conversion

Customer Offline Channels Ecommerce

Retention

Customer Value Social and Regulatory Customer Service and

Growth Issues Support
Internet infrastructure stack
 ’Computing ‘in the cloud
’Computing and Data Storage on ‘Public Clouds •
’or ‘Private Clouds
Suppliers like Amazon, Salesforce.com or Private, Custom Sites •
for Corporations, Government Agencies
Fee for Services Instead of Investment •
Do not Have to Maintain Hardware •
and Software
’Client services ‘in the cloud
 Consumers benefit from cloud

•Web-based Email
•Store Photos or Videos Online
•Use Apps Like Google Docs, Photoshop
Express
•Store or Backup Files Online

18
 PROFILE OF
THE INTERNET
AND ITS USERS
 Issues in development of
internet
• Approaching Saturation in Developed
Countries
Growth Continues in Developing Countries
• Broadband and Mobile are Facilitators
• Speed of Access Important
• Cell Phone Penetration High
• Mobile Access to Exceed Desktop Access
Size of internet by global region

21
Mobile driving growth worldwide
Demographics
U.S. internet users
Search, email still most popular
’social networks ‘Trending
Usage segments
Search outstrips social
for product info
’Marketers ‘follow the eyeballs
Digital’s proportion of total budget
continues to grow

True for B2C as Well as B2B

 Strategic drivers - internet marketing

Information Creates Greatest Value Added,-All Products, Services

Size and Distance Often Do Not Matter (availability of resources critical)
Speed and Flexibility Essential
People are the Key Assets
Growth in the Network Causes Exponential Increase in Value
Marketers Can Deal with Customers One-to-One
Demand Can Be Predicted with Greater Accuracy
Cost Patterns Change as Transaction, Coordination (B2B) and Switching (B2C) Costs
Decrease
Consumers Have Power in Information-Rich Channels
The Information Economy is Characterized by Choice, Abundance
charity:water – best practices
online and offline
 Some best practices
• Personalization
• Effective-and Cost-Effective-Promotions
• Email, Search Advertising, Social Networks
• Can be Tracked, Effectiveness Measured
• Use of Rich Media
• Strategic Partnerships
• Consumer Involvement, Co-Creation
• Integration with Offline
• These and More Discussed Throughout Text
 summary
Internet Integral Part of•
Daily Lives of People Around the Globe
Business Communications and Operations (SMB/Local)
Marketing > Communications, Transactions Channels
Acquisition, Conversion, Retention, Value Growth
Change, Innovation Continuing (Accelerating?)•
Technological Change is Marketing Facilitator
We’re All Living In the Cloud
Difficult to Keep Up
Basic Rules of Business and Economics Apply•
Profit (Sustainability for Non-Profits)
Sensible, Scalable Business Models
Strategic Drivers of Online Economy Different from Offline•
33
Internet Best Practices Evolving•
 Connection

context Commerce

One-stop
shop

Auction
format
Trading
information

Communicatio
content
n
Support
Trade services
only

Customization community
 Connection

context Commerce

One-stop
shop

Auction
format
Trading
information

Communicatio
content
n
Support
Trade services
only

Customization community
 Connection

context Commerce

One-stop
shop

Auction
format
Trading
information

Communicatio
content
n
Support
Trade services
only

Customization community
 Connection

context Commerce

One-stop
shop

Auction
format
Trading
information

Communicatio
content
n
Support
Trade services
only

Customization community
 Connection

context Commerce

One-stop
shop

Auction
format
Trading
information

Communicatio
content
n
Support
Trade services
only

Customization community
Awareness Exploration Commitment Dissolution
 Awareness

Simple website

Online and offline brand

A coordinated effort online and offline

 Exploration

Attraction

Relationships norms

Trust
 Trust
Brand

Third party rating

Security and privacy

Technology

Order fulfillment

Customer service

Management knowledge
 Commitment
Indicators *

The extent to which the parties contribute in a relationship

)customers and firms perspectives(

The extent to which each party invest

The consistency of the exchange

 Dissolution
Causes *

Better alternatives

The extent to which each party invest

The consistency of the exchange

 Chapter 5
Online branding and
video marketing
Building Internet
Brands
Brand Brand
equity image
(Value) (Perception)
Creating a strong brand
on the internet

Completed
transaction
Positive
imagery
Familiarity
Awareness
Building and developing an online
brand
Ensure the best possible product and
customer experience

Learn about your target audience

Set branding objectives

Building and developing an online
brand
Give your brand a voice and personality

Develop the necessary creative elements

Balance online and offline media mix

Building and developing an online
brand
Balance online and offline
media mix
Rich media, video, personalization, co-creation
of content (blogs, brand community), saved
information, self service on demand,
customization of content, dynamic pricing

Integrate social media

based on target audience
Building and developing an online
brand
Create relevant content and distribute it
across the web

Engage with customer and prospect

Monitor online conversation

Continue to grow and evolve the brand

 billion videos are 5 more shares are 1200%
watched on YouTube generated by social
every single day videos than text and
images combined
Secrets of Super Successful Video Marketing 5
Center Your
Video Around
the Story, Not
The Sale

Educate your Make your

Customers with Video Feature
Video & Prove the Best 10
Yourself Seconds Ever

Use Humor in
Optimize Your
Your Video. Stop
Video for SEO
!Being So Boring
 Center Your
Video Around
the Story, Not
The Sale

Secrets of 5
Super
Successful
Video
Marketing
 Chapter 3
Business Model and
Strategies
 Functions and Elements of
Business Model

Articulate the value proposition

Identify a market segment

Define the structure of the value chain

 Functions and Elements of
Business Model

Estimate the cost and profit

Describe the position of the firm

Formulate the competitive strategy

Brokerage Model

Marke Dema Aucti Trans Coupon

Virtual promo
tplace nd on action marke tion
excha collec
nge , tion
brok broke tplace, sites,
amazo restaur
Alibab syste ers, rs. Pay ant.
Pal n
a ms eBay com
 Advertising
model
Classified Query-
Portal, s, based paid
monstore placement
yahoo , google
.com
 Chapter 6: Display
Advertising and other
customer acquisition
Techniques
 Optimizing Organic Search
Define the target market

Find out what they search for

Develop a search strategy: find keywords and phrases

Redesign site with those keywords in mind

Register the sit with search engines

Implement a paid search campaign

 Chapter 9
Social Media Marketing
?What is Social Media Marketing

Is business use of selected social media

channels to understand customers and
engage them in communication in ways
that lead to the achievement of
marketing goals
Why Social Media Marketing
Now?
 WHY SOCIAL MEDIA
MARKETING

86,830 Social media marketing jobs

available on LinkedIn

/https://www.linkedin.com/jobs/social-media-marketing-jobs
 WHY SOCIAL MEDIA
MARKETING

22% Of the world’s population is on

Facebook

https://www.wordstream.com/blog/ws/2017/01/05/social-media-marketing-
statistics
 WHY SOCIAL MEDIA
MARKETING

25% Of all retail website traffic

comes from Pinterest

https://www.wordstream.com/blog/ws/2017/01/05/social-media-marketing-
statistics
 WHY SOCIAL MEDIA
MARKETING

71%
Of people who have a positive
experience with a brand on
social media will refer that
brand to their friends

https://www.internetlivestats.com/

/https://www.dreamgrow.com/21-social-media-marketing-statistics
 Offline Online
Customer Customer
Social Media Platforms
 1,500,000,000 400,000,000

255,000,000  105,000,000  275,000,000

100,000,000 110,000,000

www.ebizmba.com/articles/social-networking-websites
Social Media Explained with
 SOSTAC – a generic framework for Social Media

?Where are we now

?Where are we now

How do we manage the

How do weprocess
?strategy manage the ?Where do want to be
?strategy process ?Where do want to be

Which action plans are ?How do we get there

Which action
required plans are
to implement ?How do we get there
required to implement
?strategy
?strategy
Which tactical tools do we
Which
?use tactical tools
to implement do we
strategy
?use to implement strategy
 Smart Goals

S Specific

M Measurable
A Attainable
R Relevant
T Timely Bounded
Tips for for Social Media
Marketing
 TIP #1

Analyze Social Media Cases

 TIP #2

Discuss Key Social Media Trends

 TIP #2 BONUS

3 Tools To Keep You Up-To-Date With Social Media

Marketing Trends

- https://www.stukent.com/3-digital-marketing-tools/
- https://blog.feedspot.com/social_media_blogs/
 TIP #3

Encourage Regular Social Media Content Creation

● Blogs
● Websites
● Infographics
● Videos
● Photos
 TIP #4

Utilize Mimic Social

● Write targeted social media ads

● Learn social media content promotion
strategies
● Learn how to measure key performance
indicators
● Ad budgeting
● Proper content scheduling
● Provides hands-on learning experience
 TIP #5

Fundamental Principles and Concepts

Some fundamentals principles to consider:

● Social Media Etiquette

● Communication Skills
● Research Skills
 TIP #6

Demonstrate Social Media Tools and Platforms

If you have time include a demonstration of a couple automation tools.

● Hootsuite
● Buffer
● CoSchedule
● HubSpot
● Social Flow
 TIP #7

Require to Keep a Blog

● Wix
● Weebly
● Yola
● Squarespace
● Wordpress (Jeff Larson’s
project)
 TIP #8

Use a Broad Variety of Social Media Platforms

● Facebook
● Instagram
● Twitter
● LinkedIn
● Pinterest
● YouTube
● Explore new and smaller
platforms
 TIP #9

Select a Textbook That Fits Your Course

● Continuously updated
● Built-in quizzes & grading
● Lesson plans
● Learning objectives & lecture slides
● Recorded expert sessions
● Real-world projects
 TIP #10

Complete Social Media Certification Programs

● Hootsuite University
● Google Analytics Academy
● Social Media Academy
● HubSpot Academy
● Moz Academy
Mimic Social Certification ●
 TIP #11

Require Projects That Encourages Application of

Learned Material

● Social media content analysis

project (Real world project)
● Exploring Facebook audience
insights project
● Other projects that might be
available online
 TIP #12

Find Websites/Blogs That Will Keep You Up-to-date on Social

Media Trends

● Stukent Blog
● Sprout Social
● Social Media Examiner
● Buffer Social
● Razor Social
● Socially Sorted
Hootsuite ●
 TIP #13

Keep Updated on the Career and Internship Opportunities

● Stukent Job Board

○ Social Media Manager
○ Social Media Specialist
○ Social Media Coordinator
○ Social Media Analyst
○ Social Media Community Manager
○ Social Media Planners

/https://www.stukent.com/job-board
 TIP #14

Follow Industry Experts

● Neil Patel
● Dennis Yu
● Liz Strauss
● Jay Baer
● Ann Smarty
● Sujan Patel
● Andrew Chen
● Aleyda Solis
● Angie Schottmuller
● Mari Smith
 TIP #15

Utilize Stukent Expert Sessions

:Other Stukent Expert Sessions

● Molly Pittman (Digital Marketer)

● John Gagnon (Microsoft)
● Trevor Erikson (Stukent)
● Aj Wilcox (LinkedIn)
● Oli Gardner (Unbounce)
)Columbia( Zack Olsen ●
 TIP #16

Competitions

● Simulations competitions
● Content creation competitions
● Social media competitions
 TIP #17

Listen to Social Media Podcasts

● Social Pros by Jay Baer and Adam Brown

● Social Media Marketing with Michael Stelzner of Social Media Examiner
● Social Media Social Hour by Tyler Anderson
● Hashtagged by Jordan Powers
● Online Marketing Made Easy by Amy Porterfield
Content Context
The Best Practices
‫لغة األيموجي تزيد نسبة التعليقات‬
‫منشورات نهاية السبوع تزيد نسبه المشاركه‬
 ‫العوامل األقتصاديه‬

‫المنافسين‬ ‫المنتج‬ ‫القوانين‬

‫والتشريعات‬
‫الفئه المستهدفه‬ ‫المكان‬
‫السعر‬
‫(العميل)‬
‫العوامل الثقافيه‬ ‫العوامل السياسيه‬
‫واالجتماعيه‬ ‫الترويج‬

‫التكنولوجيا‬
Social Media Campaign of the Year: WestJet Christmas Miracle

http://www.youtube.com/watch?v=zIEIvi2MuEk
 Wendy's Pretzel Bacon Cheeseburger Love Songs

http://vimeo.com/73539586

Source: Everett million Facebook views 7.5

?Which business use Social Media
The use of SMM by small business
How we can Use Social Media to
engage and motivate
?employees
Steps in developing a Social Media
Marketing Strategy

Communicat
Listen Engage Collaborate
e
 Listening tools

talkwalker.com Google Alerts

socialbakers.com
 SOSTAC – a generic framework for Social Media

?Where are we now

?Where are we now

How do we manage the

How do weprocess
?strategy manage the ?Where do want to be
?strategy process ?Where do want to be

Which action plans are ?How do we get there

Which action
required plans are
to implement ?How do we get there
required to implement
?strategy
?strategy
Which tactical tools do we
Which
?use tactical tools
to implement do we
strategy
?use to implement strategy
The best practices on Social
Media
Emojies
 Wendy's Pretzel Bacon Cheeseburger Love Songs

http://vimeo.com/73539586

Source: Everett million Facebook views 7.5