- 22 Mar, 2021
- 0 Comments
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Coursework
For the four posts listed below please write a half page response to each. Please use two of their references.
Response Guidelines
Your responses to other learners are expected to be substantive in nature and to reference the assigned readings, as well as other theoretical, empirical, or professional literature, to support your views and writings. In your response, do at least one of the following:
- Offer a suggestion.
- Elaborate on a particular point.
- Stephen
Web Sites and Marketing Strategy
Web sites must change and keep up to date with the current digital marketing trends. Frequent audits to ensure that the site is aligned with the company’s strategy is a must (Stanberry, 2017). With the ever-increasing use of mobile devices (phones and tablets) the sites must be optimized for multiple platforms to access. Web site content, ease of use, speed and availability across different platforms should be a focus. The content needs to be Fresh to bring the consumer and keep them there. The site should load quickly and be easy to use and navigate, and it should be available for smartphones, laptops, PCs, and tablets with similarity among all the platforms (Arnold, 2012; Stanberry, 2017).
To track the website and measure if it is contributing to the marketing goal, the company must provide a strong and robust SEO or Search Engine Optimization. This allows the company to show up when looked for when the consumer is searching for a product or service. Keyword and content placement are paramount to successfully have a good SEO process (Stanberry, 2017). Content is the key. Keeping the web surfer engaged is the important goal of the website. The term is “Bouncing” when one visits a site, then leave without clicking or engaging another link. Poor content and links that only go to further advertising will negatively impact your SEO scores. Linking to social media can boost scores especially if the social media content is popular with many followers (Stanberry, 2017). Data analytics can be incorporated to benchmark your website to other similar content sites or companies. Google Analytics is a leader in SEO scoring and evaluations and can be used to check the success of the site.
To conclude, web site design has to be fresh, up to date and easy to use. Only interesting or valuable content will get the consumers in, and keep them interested in coming to the site. Frequent evaluations can be used to determine the success of the site and also guide the changes if needed. In the age of digital marketing, websites are becoming the new norm for customer interactions with companies.
References
Arnold, W. (2012). Your Website. ABA Bank Marketing, 44(8), 22–26.
Stanberry, S. (2017, December 8) The Ultimate Website Marketing Strategy to Increase Conversions [Step-by-Step Guide]. [Blog post] Retrieved from: https://www.lyfemarketing.com/blog/website-marketing-strategy/
Stanberry, S. (2017, November 22) What Does SEO Mean? Here’s Everything You Need to Know. [Blog post] Retrieved from: https://www.lyfemarketing.com/blog/what-does-seo-mean/
- Lisa
Digital Marketing Strategy
COLLAPSE
The purpose of this discussion is to discuss a company’s web presence related to their overall marketing strategy. Tech-savvy consumers are utilizing smartphones and tablets to open a world of possibilities (Kaufman, & Horton, 2015). Social and mobile technologies are critical drivers of change that provide contextually relevant resources and help to provide consumers with value-added personalized experiences on company websites that can be accessed anywhere, anytime. Consumers value the ability to be mobile and utilize any device to access business services. Not only do they value this ability, but they have come to expect this ability. Companies need to be actively engaged in social media to promote their brand message but also to connect with consumers (Kaufman, & Horton, 2015). Companies need to integrate on mobile devices to enhance consumer experiences for convenience, simplicity and proximity (Kaufman, & Horton, 2015). Mobile devices allow consumers to communicate with each other efficiently, simplify consumer experiences and creates contextual relevance. Considering the increased time consumers are spending utilizing smartphones and tablets, data suggests that mobile ads are a positive source for companies to spend ad dollars.
Websites generally are the least vendor dependent channel for reaching consumers (Arnold, 2012). Search engine optimization (CEO) techniques help organizations provide greater visibility into their online presence and help drive consumers to the appropriate portions of their websites, utilizing the most important aspects and most relevant for consumers. Keeping content fresh and current for consumer users is important so that those visiting the site have new content to see each time they visit the site. With increased competition, anything that a business can do to drive traffic to their site becomes important. Ensuring the site loads fast is also important given that consumers can be impatient. Websites are rated for their load rates. A low load rate will drive traffic away from a business site, and consumers will become impatient. Taking steps to generate greater visibility for a company website will generate greater traffic on a business website and increase potential consumer reach.
References
Arnold, W. (2012). Your Website. ABA Bank Marketing, 44(8), 22–26.
Kaufman, I., & Horton, C. (2015). Digital marketing: Integrating strategy and tactics with values (15th ed.). New York, NY: Routledge. ISBN: 9780415716758.
- Seline
This discussion will review marketing strategies to appeal to millennial consumers. A review of this topic will help develop an understanding of marketing methods and applications to target millennial consumers.
Smith (2012) stated site layout and accessibility were key elements in appealing to millennial consumers. SivaKumar & Gunasekaran (2017) shared similar findings stating design, layout and user interface are essential factors influencing online shopping behavior. Adding to those key factors is the availability and access to online shopping (24/7). Taking into account the findings of these authors, when appealing to the millennial consumer the communication and channels and accessibility of devices used are important to strategies appealing to these consumers. An example would be a marketing app that targets these consumers, ensuring the app is available of technology platforms used by this generation is key. Behavior towards apps and applications that attract the generation are also key in design and layout. Elements relating to transparency of information of products and services were also essential in communicating with the millennial generation (SivaKumar & Gunasekaran, 2017).
References
SivaKumar, A., & Gunasekaran, A. (2017). An empirical study on the factors affecting online shopping behavior of millennial consumers. Journal of Internet Commerce, 16(3), 219-230.
Smith, K.T. (2012). Longitudinal study of digital marketing strategies targeting millennials. Journal of Consumer Marketing, 29(2), 86-92.
- Ciera
The purpose of this discussion post is to discuss how organizations can use digital tool to reach millennial customers. The post will also discuss marketing strategies for older consumers along with millennials.
Millennials are tech savvy and seek fun adventures (Fromm & Garton, 2013). According to Smith (2011,) millennials want input regarding all aspects of a product, even its promotion. Marketers should align their techniques and approaches to be interactive and allow the customer a voice if they want to grab the millennials (Smith, 2011). Smith (2011) found that designing digital advertising to incorporate side-panel ads and offer coupons will appeal to millennials versus using popup ads and windows that will not close; millennials are not as patient as other generations that proceed them. Millennials like “freebies” and the option to write reviews as word of mouth in the digital form is important to them.
As a millennial myself, I can agree with the research I have found. I hate popups, I love to feel like I have a say in the way a company does business, adventure (yep, you know it), I am pretty tech savvy, and who doesn’t like “freebies.” However, I did notice the opposite with my mom, she will watch an entire pop up ad, same for my sister who is 16 years my senior. For me it’s get to the point or I will close the whole website window out; but all generations are not like that.
Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489–499.
Fromm, J. & Garton, C. (2013). Marketing to millennials: Reach the largest and most influential generation of consumers ever. New York: AMACOM, American Management Association.