14- 1 Marketing campaigns

Purpose

To assess your ability to:

·         Identify objectives of a web site and the metrics that will measure the objectives.

·         Assess the privacy policies on web sites on if they meet the Fair Information Practices Principles.

·         Develop a mobile marketing campaign.

Action Items

·         Select one of the sites you have been tracking.( my project web sites)

·         Prepare a summary of the objectives you believe that site has. The objectives may be a subset of the marketing and business objectives of the organization.

·         List the corresponding metric(s) that would be needed to measure each objective.

·         Present this information in a table that shows objectives and the corresponding metrics.

·         Choose one of the businesses/organizations that you have been following throughout the course that could benefit from a mobile marketing campaign.

·         Develop a campaign outline. Note: This cannot be something that the company is already doing. Include the following elements in your outline:

o    Specific campaign objectives

o    Identification of the target audience

o    Detailed description of the mobile marketing activities

o    Metrics to be used to judge campaign success

o    Timeline for the specific campaign

o    Budget for direct costs incurred

                        Conduct a privacy survey for the three web sites you are tracking. Do they have a privacy policy? Do the policies you find seem to meet the requirements of the Fair Information Practices Principles?

                        Write a 3- to 4-page paper that reports your findings on the company. Include section headers in your paper that correspond to the information required. Include at least 2 to 3 resources besides your textbook. Your paper is to include the following sections:

                        Objectives and Metrics.

o    Include your table of objectives and metrics.

o    Discuss why the metrics are appropriate for the objectives.

                        Mobile Marketing Campaign.

                        Your outline containing the elements listed above.

                        An introduction to your outline that explains why the mobile marketing initiative is important and how it integrates into the overall marketing activities of the business.

                        Describe the privacy policy associated with each web site.

                        Discuss whether the policies meet the requirements of the Fair Information Practices Principles. Explain why or why not?

                        Discuss any similarities or differences in the policies and provide a reason for them.

                        Privacy Survey

·          

·         Project Web Sites”. My web sites for projects

·         1- B2B web site: Oracle   http://www.oracle.com/,

·         2- B2C web site:   Bath and Body Works   www.bathandbodyworks.com

·         3- A nonprofit site but not a government web site:   The World Wide Fund                                      http://www.worldwildlife.org/

·          

References:

BOOK :ch 14,15 , 16 Internet Marketing: Integrating Online and Offline Strategies, Third Edition. Roberts and  Zahay

. Ch 16 Mobile Marketing and Related Developments

 Ch 15 : Social and Regulatory Issues: Privacy, Security and Intellectual Property

 Ch 14: Measuring and Evaluating Web Marketing Programs

 

 

 

7-1 key words

Purpose

To assess your ability to understand the use of key words in a internet marketing campaign.

Action Items

·         Choose one of the products or brand associated with your previously selected web sites.

·         Brainstorm and identify at least 10 keywords that a person might use to search for the product or the brand.

·         Use the Google Adwords’ keyword tool to learn how good your keyword choices are. Determine if other keywords should have been in your top 10. https://adwords.google.com/KeywordPlanner

·         Search for the product on at least two different search engines (natural search and a paid search). Determine the product’s position in the search.

·         Research the two search engines to determine how products are positioned.

·         Think about what you would recommend to the managers of the product or brand to help them improve their search rankings on the search engines you studied.

·         Write a 3- to 4-page paper that reports your findings on searching. Include section headers in your paper that correspond to the information required. Include at least 2 to 3 resources besides your textbook. Your paper is to include the following sections:

o    Introduction

o    Key Words.

                        List the top 10 keywords for your product or brand.

                        Provide a justification for these key words.

                        Discuss whether you changed your keywords after running through the tool. Explain the change.

o    Product Positioning

o    Describe the positioning results of the product or brand when you used two different search engines.

o    Discuss the differences in positioning between the two search engines.

o    Recommend ways to improve the search engine rankings. Provide a rationale for your recommendations.

                        Imagine that you had the opportunity to market your product or brand through a paid search.

                        Select keywords.

                        Develop two different target markets. (Provide a description of the two target audiences.)

                        Create the ad for each target market. (This is to be a text ad like you see down the side of the page when you do a Google search. See example.)

 

·         Write a 1-page discussion on which ad would be the most effective. Provide a rationale for your choice.

·         Compile all your work into one document. Include headings to distinguish each section:

o    3- to 4- page paper on organic searching versus paid searching

o    1-page discussion on ad effectiveness

o    The keywords and the two target markets

o    Two storyboards or preliminary plans for the ads.

o    Two ads.

o    Conclusion/recommendations

                        Submit your paper to turnitin.com. Your professor will provide the necessary access information so you can upload your paper to the class assignment site.

                        Read the Originality Report you receive from turnitin.com and make any modifications as needed to your paper.

                        Ignore this part no need to use turnitin.com

 

References:

BOOK : ch 8 Internet Marketing: Integrating Online and Offline Strategies, Third Edition. Roberts and  Zahay

 

Ch 8: Search Marketing: SEO and PPC

 

Please  choose any one of this web site this project should be about this

·         Project Web Sites”.

·         1- B2B web site: Oracle   http://www.oracle.com/,

·         2- B2C web site:   Bath and Body Works   www.bathandbodyworks.com

 

·         3- A nonprofit site but not a government web site:   The World Wide Fund                                      http://www.worldwildlife.org/

 

 

 

11-1 Web site

Purpose

To assess your ability to:

·         Assess a business web site for its navigational ability.

·         Recommend improvement to the navigational structure of a web site.

·         Assess a business web site for its customer service policies and practices.

·         Recommend improvements to customer service policies and practices for a business.

Action Items

·         Develop a set of criteria that you consider important in assessing whether a site provides good navigation or not.

·         Investigate each of the three web sites you chose for the Internet Marketing Project for its navigational structure. Is it easy and pleasant to navigate? Or was it difficult and frustrating to navigate?

·         Assess the navigation of each of the three web sites using the criteria you developed in Action Item 1.

·         Develop a set of criteria that you consider important for assessing the customer service policies and practices.

·         Investigate the web sites you have been tracking to determine their customer service policies. Is it easy to find the policies? How complete is the information? What was particularly good about the customer service? What was problematic?

·         Assess the customer service policies and practices of the three web sites using the criteria you developed in Action Item 4.

·         Write a 3- to 4-page paper that reports your findings on the company. Include section headers in your paper that correspond to the information required. Include at least 2 to 3 resources besides your textbook. Your paper is to include the following sections:

o    Navigational Structure.

§  Describe the results of your assessment of the navigational structure of each of the three web sites.

§  Discuss the similarities and differences between the sites.

§  Discuss the reasoning from an Internet marketing perspective for these similarities and differences.

§  Recommend ways to improve the navigational structure. Justify your recommendations using Internet marketing principles.

§  Attach your assessment criteria as an appendix to your paper.

o    Customer Service.

o    Describe the results of your assessment of the customer service policies and practices of each of the three web sites.

o    Discuss the similarities and differences between the sites.

o    Discuss the reasoning from an Internet marketing perspective for these similarities and differences.

o    Recommend ways to improve the customer service policies and practices. Justify your recommendations using Internet marketing principles.

o    Attach your assessment criteria as an appendix to your paper.

 

 

Refrences:

                        BOOK : ch 12, 13 Internet Marketing: Integrating Online and Offline  Strategies, Third Edition. Roberts and  Zahay

 

Ch 12: Developing and Maintaining Effective Websites/

Ch 13: Customer Service and Support in Web Space

                        Project Web Sites”. Please use all this web sites my project about that.

                        1- B2B web site: Oracle   http://www.oracle.com/,

                        2- B2C web site:   Bath and Body Works   www.bathandbodyworks.com

                        3- A nonprofit site but not a government web site:   The World Wide Fund                                      http://www.worldwildlife.org/