Internet Marketing

Guest Speaker

2006-12-13T18:05:00.000-08:00

The guest speaker spoke mostly on Search Engines, reasons users use search engines (research, entertainment, comparisons, business, purchase, news, look up, personal) and site strategies/goals for success. To establish a successful site, an objective needs to be established, specific goals need to be used to measure success, ID target and market, competition, offer, and creative and content. Goals for your site need to be: specific, measurable, attainable, and realistic. He also spoke about PPC and keyword lists. The more relevent the keywords and quantity of keywords the better. In choosing a keyword, grab as many different ways people might be looking for you. The top position on a search engines goes to the highest bidder, according to Yahoo, as well as the number of clicks that site recieves (such as Google). Search Engines recieve more money this way! He also went over terminologies such as Portals, Horizontal Portals, Vertical Portals, Portal Presense and the scandlous activities of a Black Hat verses White Hat. He also spoke a little about Search Engine Optimization such as base page, text, and popularity components.

Usability Assignment

2006-11-09T15:52:00.000-08:00

In Jakob Nielsen's "Alertbox", i chose the article "Screen Resolution and Page Layout." According to Nielsen, Web pages should be optimized to 1024x768 and a liquid layout that stretches well for any resolution, from 800x600 to 1280x1024 should be used. Nielsen covers 3 advices on the topic of screen resolution for web page.

1. Otimize for 1024x768: This is the most widely used screen size but this size will change in the future. The general guideline is to optimize fir your target audience's most common resolution

2. Do not design solely for a specific monitor size: Screen size vary amont usuers

3. Use a liquid layout: This will allow the layout to stretch to the current user's window size and avoids frozen layouts that are always the same size

Page layouts should be designed to look the best at the most common size but it should still look good and work well at other sizes too which the liquid layout offeres.

According to Nielsen in optimizing a page layout for a certain screen size, there are 3 criterias:

1. Initial visibility:
Key information should be visible above the fold so users can see it without scolling down. Users dont like to scroll so when designing a page you should consider how much users can see if they scoll only a screenful or two

2. Readability:
Text should be easily readable in various colunms

3. Aesthetics:
The page should be attractive and size variation and location of these elements should be considered for this screen size

These criterials also should be considered at the full range of sizes from 800-600 to 1280x1024 and with pages which are smaller or bigger in size.

According to Nielsen, everyone should own a bigger screen monitor! Bigger screens can solve all the scolling and initial visability problems since they show more content above the fold and require less scrolling. But tiny screens found on mobile devices, the liquid design should scale down to a phone size screen.
i currently have a 15" screen but i would die for a bigger screen! I agree with the author when he says this but, a flat-panel display with the resolution of 1600x1200 currently cost less than $500. so as long as the bigger display increases productivity by at least .5%, you'll recover the investment in less than a year! Bigger screens are idea for working on spread sheets, graphic design. and many other things not relate to web!Being a Graphic Design student, Bigger screens are a big plus!

The article implies that web pages will continue to grow in size to assist the larger screens that consumers will be purchasing. I agree with the author all the way!

Soclal Media Changes Engagement for Teens and Tweens

2006-11-09T14:52:00.000-08:00

The article "Social Media Changes Engagement for Teens and Tweens" by Enid Burns (nov 2. 2006) brings up the topic of friendship and the "new communication platform" of the internet. According to the article, 87% of teens have friends they interact with both in person and online whom they have known for at least a year, and 77% consider those friends extremely close. In-person- only friendships are less often close; 52% describle relationships with in-person-only friends as close or very close. Over 36 % of teens have friends they only know through online contact!

Being that I am a user of the online community, Myspace, the idea of a friend is so superficial. There are a few that go from page to page requesting to be a friend to bring up their numbers on their friends list. But not in all cases. Many of the friends on my site i've known for awhile but due to distance havent had the chance to hang out in person. Instead we keep in touch through Myspace. About half of them i see both in person and stay in contact with through Myspace which I do consider a closer group of friends. There are a few new friends I've made on Myspace that I have never had a face-to-face incounter with that i consider a friend as well, maybe more for networking value then a close friend. There is also the case of an aquaintance, through active messaging, that we were able to develop a closer friendship.

This article mention the internet as a "social network" and a "new communication platform" that is causing a shift in how tween (ages 8-12) and teens (13-19) develop relationships. Teens prefer their friends over spending time with their parents. According to the article teens average 75 people on their online profiles; 52 on instant messenger (IM) buddy lists; 39 in e-mail contact lists; and 38 in contacts on their cell phones. Each mediim is dominated by teen usuage. This makes it pretty convenient for e-commerce to target their online advertisements. The statement "Real-world friendships are enhanced rather then replaced by online relationship" is a very interesting and accurate statement. No one has time to always hang out in person but in order to develop a closer friendship i believe it's necessary to have a face-to-face incounter as well but who has time to hang in person all the time? Sometimes it's more convenient to email or IM your friends to stay in touch rather then taking time out to meet with each one. It's both time efficient and you are involved in the relationship as well. I chose this article because the online media is making my friendships possible. In my case, I've been pretty wrapped up in my cave with finalizing my Design portfolio that I dont see my friends anymore. To avoid being completely out-of-the-loop, i stay in contact with my friends online. I can email everyone at once, i can IM with more then one, and still be able to work on my portfolio! It's a more productive method of maintaining a relationship and making new ones all in the convenience of your own home!

Guest Speakers

2006-11-01T18:11:00.000-08:00

Guest Speakers David and Alon spoke on the topic of direct marketing. Both previuosly worked for the online company experian, and used the website for most of their examples in their presentation. Direct Marketing falls under the promotion of the 4 P's, (There's actually 7 P's: People, Process, and Physical Evidence which consists of testimonials and case studies).
During their presentation, David spoke a little about the George's Greek Restraunt located in downtown Long beach. The restraunt had a really unique approach to their "place" aspect of their marketing plan. Being that this restraunt is located on Pine street, most of their potential customers were directed to the Long Beach Pike! This caused a problem for their sales. To solve this problem, the restraunt provided a bus transportation service to their guests, to pick up and drop off. Their transportation vehicle had a huge advertisement poster on their bus to bring awareness to other potential customers! Brilliant idea! With all the foundational marketing topics covered, they finally reached the topic of direct marketing. Direct Marketing consists of telemarketing, direct mail (brochures, catalogues, flyers), direct reponse broadcasting ads (TV and Radio), online computer shopping, and cable TV infomercials and home shopping networks. I though it was interesting and I never realised this but daytime TV consists of direct response marketing schemes and primetime TV consists mostly of branding. It makes sense!

Direct Marketing is marketing without a face-to-face sales person. The guest speakers spoke on "addressable" media (e.g. mail, email,) vs. "Mass" media ( mail which is mailed out to EVERYONE). Direct Marketing is not Mass media!
Postcards are the least expensive and simplest form of direct mail but the downside of this is that customers may not feel exclusive. Anyone can see what you're getting. Dimentional mailers are the most poplar and the most expensive. I've collected quite a few AOL tin containers! The advantage of Direct Mail is that it's easy to target audience, personalise, optimise, and accumulate, whereas the disadvantages may be that they can be expensive. They also brought up the point of 75% of copy and 25% graphics were more effective in direct mail ads. I disagree with their statement. As important the copy of the ad may be, I believe the graphics are the prime source of pulling in a client. I believe their's a high percentage of people who are visually driven and copy comes second in attracting customers. Of course copy is important. When i recieve credit card mailers, it is important to knw what offers im getting and reading these benefits are important but most of the times i have tossed many of those mailers away. Who wants to read a bunch of text?! Most people already have a low attention span! But if these ad had a higher graphics appeal, i believe the total number of tossed mailers would drop quite a bit and maybe some will go as far as to reading some of them!

They spoke for quite awhile on the topic of The List. 40% of direct marketing is based on the list. The List can either make of break you. Alon went through the process of how to generate a list with prices of different ways to send out direct mailers. The list can be generated in many different ways, such as, a compiled list, lifestyle list, responsive list, publications, credit bureau, or buildling your own.

13 rules for working with lists:

1. Know whom you want to reach
2. More you know the better
3. Seek professional help
4. Larger the company, more important the contact name
5. Build your own list when can
6. House list is rarely as good as you think it is (UPDATE LISTS!)
7. always opt in for opt in emails lists
8. nothing is perfect, even the list business
9. Rent-to-own strategy
10. If people will just stay put (People move all the time!)
11. Once you find a well, drink it dry (if it's worked. stick with them)
12. Learn to talk the language
13. How can there be so many lists

Zappos

2006-09-20T17:57:00.000-07:00

1. As I was looking through the Zappos site, i knew i wanted something with comfort that i can wear with anything, anywhere and durable. I came across on a pair of slippers/loafers by Matiko Shannon and was attracted to the simple form yet detailed weaves on the front of the shoe.

2. After reading the 9 reviews, i was able to learn that these shoes were very comfortable and overall 90% of the Fit Survey respondents said this shoe "Felt true to size", 87% said this shoe "Felt true to width", and 75% said this shoe had"Moderate arch support." i wasnt impressed to know that the stichings on the bottom of the shoe served no other purpose then for visual effect. The soles werent attached to the shoes but instead glued on and from about 2 reviews, they've mentioned their issues concerning the shoe falling apart, one in particular only barely lasted a full work day and had to send them back. For a shoe worth $82.95, I expected more quality in their craftmenship.

3. After reading the reviews, and seeing the average ratings to be 4-5 stars in satisfaction, I've learned that these shoes are great for easy wear due to it's high comfort ratings but didnt seem durable to me. Reading the shoe falling apart after one day wasnt impressive, especially for the price. I have a pair of flats from Aldo that was about $60-$70 and it's lasted me 2 years already! Like most new shoes it was a bit uncomfortable in the beginning but they've become one of my favorite pair of shoes! As mentioned earlier, for a shoe worth $82.95, I would at least expect the shoes to be better put together, especially the soles of the shoe which suffer most of the wear. Im not sold.

4. There is great advantage to the consumer of reading the reviews at Zappos.com because, like with most shoes and clothing purchased online, you can't try it on and based on my own experience with online shopping, the pictures displayed on the site is often different compared to the actual merchandise (texture, color...). As a consumer, you can only rely on the experience of those who have already bought the merchandise to help you choose the right merchandise for you.

5. The advantage of Zappos.com offering reviews to their consumers is that personal reviews are more convincing and more effective to the consumers than advertisements the site offers. I often times dont trust the descriptions posted with the merchandise because its purpose is to sell the product and the last thing i need is to feel over sold on something that sounds better then it actually is. Reviews help consumers trust the merchandise being sold on the site is what they're looking for and shows confidence of the company in their quality products.

6. A site like Kencole.com, which sells only its own brand of shoes, should offer recommendations on their sites. Providing reviews allow consumers to build a sense of trust to the site and brand. Because one person's negative review on a particualr brand may not be the same for soneone else with different taste. But when a few products have consistantly negitive reviews, there is a chance that those reviews can carry it's negitive image for the entire brand, especially when the site carries only one brand. In the case of Zappos, they carry different brands and negitive reviews for a few brands doesnt cause entire site to fail. In the case of many negitive reviews, Kencole.com should discontinue the review service so the entire brand doesnt suffer this negitive branding.

7. I always take advantage of the review when an internet site provides this service. Many reviews offer very valid links to other merchandise and sites that I may have overlooked or not known about. It becomes a reliable resource when purchasing future products such as books, electronics (printers, cameras....), and appliances. SInce the one negitive aspect of internet shopping is the intangibility of their merchandise, offering reviews command trust and displays confidence on the side of the company of their products.

8. I believe that providing reviews is a definite plus on the stand point of both the company and their consumers. As mentioned earlier advertisements provided by the site serve the purpose of selling the product whether the product is actually practical or reliable. It's the experience of an actual buyer that becomes the more reliable source of advertisement, whether a product is up to standard or better off doing without. For upcoming businesses, reviews can become an excellent marketing tool to their business but for brands that have already established brand equity such as Coca Cola, reviews may not be necessary but wouldnt hurt to have one either.

Assignment #1 WHY BLOG?

2006-09-07T18:06:00.000-07:00

1. Businesses using Blogs can boost Web site traffic, increase sales, and provide an open line of communication with customers. With this non-discriminatory platform of communication, customers can share their concerns regarding a particular service or product they have purchased; which in turn, provides the business with immediate feedback for the businesses to make any necessary revisions to their shortcomings before the problems grow. In some cases, loyal customers can stand up for the company in response to any negitive feedbacks which in return will definitly show the loyality and ownership of the business. On the contrary, if the feedback from the customers are excellent, this will further the quality of the business. Word of mouth is a much more personal and stronger form of advertising. Blogs offer real, usable information for the readers; such as, reviews, comments, and links to relevant articles and resources which is, again, resourceful for the customers and creates a stronger relationship with the target groups important to the busines. Blogs offer a more human face on interactions with their customers.
Search engines index your on going knowledge sharing, making it easier for customers and prospects to find you. "Attracting is always easier than hunting." Blogs are so cheap to create and easy to operate, why wouldnt you want to use blogs?

2. Blogs should definitely not look and feel like traditional marketing and advertising because this takes away from the idea of the blogging in the first place. The last thing you want your customers to feel like when entering a blog is being sold something they dont need. It becomes less personal and not relateable. Customers look to blogs as a way to receive real information or feedback from real customers and their experiences, not a sales rep trying to shove a sale down your throat. A blog should have a down-to-earth look and feel to encourage customers to feel free to express their thoughts without having to worry about grammer and spelling. Blogs should look and feel approachable.

3. Fads come and go but i see Blogs as more of a trend. Businesses handing out surveys trying to earn feedback is so unconvenient for both the customer and for the business. And more times than not, the "customer" being stopped for the survey may care less about the business but woulding mind the incentive for doing the survey. If everyone had recordable DVD players, would anyone buy the VCR? Blogs, still fairly new in the business world, has huge potential to grow. When you can blog why still be handing out surveys? Blogs cover a more broader population since the internet can be accessed from anywhere as long as you have a computer and internet provider. it definitly cuts costs down for a lot of businesses and serves as a more reliable source of advertising. Of course there is a down side to blogs as well, as with many other things. the contents of feedbacks are hard to filter and control but that's the idea of blogs anyways, to be able to hear a real opinion!

4. I would love to see the Art building start a blog for their students. i definitley have some issues i would like to discuss with the department but it's the question of how to get a hold of some of these go-to people. Im currently a Graphic Design student and it's stressful enough to complete a portfolio with all the expenses attached to each class along with all the mat boards and portfolio cases that are required as part or your book, but to have to stay an extra semester or two just to START THE PROGRAM is SO FRUSTRATING! There are a lot of things about the procedure of applying for the program that needs a lot of development and reviews will provide a platform for these discussions. With blogs, I feel the art students will be better informed of upcoming events, advices on how to apply and how to prepare for the program, to be able to ask questions and recieve answers much more efficiently rather then having to make all these appointments, and provide a networking community for future job opportunities and interns.