Guest Speaker Summary Post

Advertising and Search - Everything is on a search engine
Uses: Research, Entertainment and personal, To find information, Business, Purchase, News, Look up phone/email, Etc

Site strategies for success: Establish your sites objectives, how measure success, identify audience and market, competition, offer, creative content

SEO: search engine optimization-very important; organic search: design your website to be noticed/indexed search engine

Goals of website- Specific, measurable, attainable, realistic

Search engine industry -Paypercall, vertical search, sponsored link impressions

Search engine marketing- PPC: payperclick, keyword list, creative copy, test, ROI

Paid inclsion: pay to be put on left side of page; Contextual: targeted by relevant content; Email marketing: direct marketing; Blogs: Content rich, frequently updated

SEM
Crawler-based search engine-mechanically constricted listings by having a spider visit the sites; Directory- Reviewed and constructed by human eyes; P4P- (pay for performance)

Portal: a site that serves as a gateway to additional information

Google makes money from adwords, adsense publishes or syndicates adwords

Choosing keywords is very important, keywordtracker.com

Most Americans use a certain search engine because they “turst the source”

83% of money is spend on paid placement

Keyword density is important, but if you use too much then black cat tactic

Useit.com Assignment

Article: Productivity and Screen Size by Jakob Nielsen

Summary:

This article analyzes a study that Apple recently published based on the increased productivity associated with big monitors. The author dissects the study and explains the flaws in its conclusions through rational thought and hypothetical situations.
The article begins by the author pointing out that Apple made a mathematical error in their calculation of worker productivity. Apple stated that a 51.31% productivity gain was created due to the use of the big monitor, (while our author disagrees with the claim of the article) he still explains that the number should have been a 105% gain in productivity if Apple used the correct measurement of productivity.
The article primarily focuses on the inaccurate conclusion of the study based upon the wrong measurement system used by Apple. The author explains that the study failed on two main issues. The study didn’t test realistic tasks, and it didn’t test realistic use. The author proves his opinion by analyzing the problem in greater depth by illuminating the issues of operation vs. task and skilled performance vs. realistic use. The author uses several examples to demonstrate the validity of his point. He even lays out an in depth analysis associated with costs to the company. The article ends with the author explaining that he wishes more would measure productivity correctly.

Do you agree with the author?

Yes, I do agree with the author. After the author explained the measurement problems in detail I began to understand what he was getting at. Through the author’s organized presentation of logical examples and rational thinking I also saw the flaws in the study. The author is correct in his conclusion that the study is not correct due to the errors in measurement.

What are the implications of the article?

The major implication of the article is that it makes Apple look bad. Apple is a major company and for it to back a study that has many flaws makes the company look less organized than it actually is. This could affect public opinion of Apple which could have negative repercussions on Apple’s sales. The other implication is that people will be less likely to spend money on a new bigger monitor when this article explains that the regular size monitor doesn’t make that much of a difference. People will also be less likely to believe any study done by Apple in the future

Explanation of Guest Speaker assignment

Prof. Wolfinbarger,
I am writting this to inform you that when I pasted my blog assigment on the guest speakers something got mixed up with the font. As you can see it is a little funky and some things I wrote were deleted out of it. I was at their lecture for the full 2 and 1/2 hours. Sorry for the confusion, if you want me to add anything let me know. Thanks, Shawn

Clickz.com article summary

Article Analysis on Clickz.com:Big Ad Properties Get Over 70 Percent of Traffic from Outside U.S. by Kate Kaye

Summary:

This article relates to a study that has demonstrated that high profile websites have attracted lots of non U.S. online traffic even though lots of U.S. online ad dollars are being spent on those sites. The article claims that at least 70 percent of traffic on websites like Google, Microsoft, Yahoo and CNET is due to non-U.S. users. The article also dives into several other numerical statistics attempting to drive the point home that the U.S. online market is primarily being viewed by non-U.S. users. An example of this statistical data is shown below.“Other sites in ComScore's top 25 with more than 50 percent of users coming from beyond U.S. shores include Amazon at 66.4 percent, Ebay at 70.4 percent, and Expedia at 57.6 percent. Fox Interactive Media and New York Times Digital sites received 45.5 percent and 44.4 percent of traffic, respectively, from non-U.S. users. “The article also touches on issues of the growing web population and how advertisers need to beware of who is viewing their page and where they are located so marketers can take advantage of geographical targeting.

Why did I choose this article?

I honestly chose this article because I forgot about this assignment until about 20 minutes ago and I needed something fast in order to turn in the assignment on time. So I went to clickz.com and chose the first article I saw and read it. Even though I chose to do this assignment down to the wire, this in no way infers that my blog lacks quality or completeness. I also did make this chose based upon the title, because it seemed odd to me that American companies would spend so much money on advertising even though U.S. users are not the primary ones being exposed to that advertising.

What is its importance to e-commerce?

This article is important to e-commerce on several levels. Companies spend a lot of money on advertising online and they need to know who is viewing their expensive ads. If it is people out of the country they may want to redesign their advertising campaign to better work with reaching their target market. Marketers also need to know what audience is viewing what ads and going to what website. Marketers need this data in order to compile market research. This article helps marketers with that market research. This article also shows that an opportunity exists for companies in the area of e-commerce. Since so many people are viewing these sites out of the U.S. a viable global market may exist that marketers may want to go after in order to obtain more profit. The most important reason this article is important to e-commerce is because it demonstrates that the population of online users is growing outside the U.S. and the tides may be shifting in that direction.

Guest Prof. Assignment

October 26, 2006

Interesting things discussed when Dr. Wolfinbarger was gone:

Guest Instructor site: www.marketing437.com

* Quick Marketing Review:

a. Four P’s of marketing promotion, price, place, product

b. Product lifestyle with the four stages of introduction, growth, maturity, and decline;

c. Direct Marketing-mailers, catalogs, internet email, internet based direct marketing

d. B2B marketing aspects

e. Personal Selling- prospecting, pre-approach, approach, and follow-up

f. Envelope mailers- markots.com, valpak.com, advo.com

* Direct Marketing (Specialty, lots of good information):

g. Advantages-targeting, personalization, optimization

h. Disadvantages-Cost

i. Response Rate statistics observed and analyzed

j. Components- List, creative

k. Mailing list- bizinsight.com, very good information on mailing lists, up to date

l. Sic- standard industry code

m. List Hygiene

Assignment #2

1. Ecco Business Comfort Slip On, SKU #7184105.
2. From reading the reviews I discovered that this particular shoe tends to be extremely comfortable, while being very true to size and width. However, the reviews also mentioned high price and concerns about moderate arch support.

3. Reading these reviews would definitely make me more likely to buy the shoes. The reviews were all pretty much positive. Even if people had complaints about the price of the shoe they explained that the extreme comfort of the shoes made the expense worthwhile. Hearing stories of success and happiness with the product would make me more prone to buying the shoes.

4. The advantage to consumers in reading reviews at Zappos.com is that a customer attempting to make a wise purchase has the ability to preview what the product will be like through reading other experiences with the same product. A consumer can see if anyone had any complaints or issues about the product before buying the item themselves. A customer can also see if other people enjoyed the product and if it met their standards. This allows the consumer to make a more informed buying decision.

5. The advantage to Zappos.com for offering reviews lies in customer loyalty and satisfaction. The consumer wants reviews to make better buying decisions, especially with online items like shoes that are a very personal choice. The customer is more loyal to Zappos.com for allowing reviews to be posted even if they are negative; this leaves the consumer more satisfied. Reviews also have the power to push the hesitant buyer of online personal items to purchase a product. The customer feels more confident about buying shoes after reading reviews.

6. I would definitely not recommend that a site like Kencole.com offer reviews because they only carry their own brand. If they get a bad or negative review it will have a bad reflection upon all of the other products that they offer. Also the consumer might be skeptical that positive reviews are sincere because they realize that Kencole.com can go in and change reviews or smother the site with only positive reviews. Zappos can offer reviews because if a product gets a bad review they know that the customer realizes that Zappos did not manufacture it and that Zappos probably has another good shoe for them on their site. The consumer knows that Zappos has less of a motive to manipulate reviews due to carrying several brands of shoes. Kencole.com would never be able to convince the consumer of their genuineness due to the conflict of interest.

7. I always try to look at recommendations from other consumers on internet sites before I make a purchase. I do this so I will not be disappointed with bad quality or for spending my money on a product that does not meet my expectations. I check recommendations because I want to make the best choice possible in terms of price, quality, and durability. The reviews help me to make a more informed decision in these areas. I checked many reviews when I decided to buy the following products: mp3 player, stereo receiver, dishwasher, photocopier, digital camera, and a car. I believe that I made a special effort to check reviews on these items because they were all big purchases for me and I wanted to make the best decision possible. They were all expensive items that I wanted to be sure met the needs of other consumers. If I don’t check out online recommendations it is because they are products that need to be inspected in person, like clothes, shoes, and sunglasses. These are products that you need to try on to ensure that they fit you the way you want them to.

8. My general recommendation whether a site should include product reviews depends on the type of site. If it is a site like amazon, zappos, or buy.com then I definitely feel they should include reviews in order to satisfy the demands of the customers. If they are specific sites like Oakley.com or calvinklein.com then I believe they should not offer reviews due to the conflict of interest present. But generally speaking if a site sells many products from many companies I would definitely include product reviews. I believe that the reviews create more help than harm.

Assignment #1-Why blog?

1. Potential business uses of blogs for organizations, marketers and/or content sites:

• Marketing and advertising: Blogs can reach a huge market at a low cost.
• Feedback: Receiving valuable feedback to enhance your ability to serve a client or consumer.
• Customer Service: Twenty four hour support for questions, giving the consumer the feeling of being heard.
• Communication: Staying in contact with clients/consumers or inter-office communication only.
• Forum: It can be a forum to test out new ideas and to do research on products.
  

2. Should blogs look and feel like traditional marketing and advertising? Why or why not?

• Blogs should definitely not look and feel like traditional marketing and advertising. Bloggers can easily identify a fake blogger. Bloggers feel like someone is trying to manipulate them in their own world when an advertiser uses the medium of blogs for a campaign. This feeling of deceit will only inspire the opposite affect that the advertising blog wishes to convey to the consumer. Blogs need to be authentic and genuine for a successful marketing and advertising campaign; otherwise the people reading the blog become upset by the underhanded tactic. It also may prompt upset bloggers to create a set of negative genuine blogs about the product to spread a message of boycott.

3. Are blogs a fad? Or will they continue to have some impact for marketing? Why or why not?

• Blogs are not a fad, and they will have a significant impact on marketing for years to come. Blogs have given individuals a forum to be heard; it is a cheap, effective, and entertaining way to criticize anything or anyone. People will always have opinions that they want to voice to the world, and blogs will be around to allow those opinions to be heard. Blogs will continue to have an impact on marketing because they are a low cost gateway to reach a market of thousands of people. In addition to this, marketers will have to anticipate the affect of the blog on their products. Will the blog inspire a positive buzz or will someone find a flaw in the product and slander it over cyberspace. Blogs can be a powerful tool to market a product or a frightful enemy to battle with. Blogs have the power to make or break an advertising campaign, for this reason they will continue to have a substantial impact on marketing.

4. Would you like to see the marketing department (or whatever your major department is) start a blog? If so, what would you like to see there? If not, why not?

• I would not like to see a marketing department or any major start a blog. The reason for this is because in this age of technology I fear that we are loosing the human connection that makes us who we are. These days an individual can earn a degree without even stepping into a classroom. Students that rely on a blog for information will only inspire them not to speak with their professor or advisor. Although students may not feel like they are loosing touch with their major through a blog, I believe they will be loosing knowledge and experience. Knowledge and experience they need to excel in their chosen field. I feel that it is a step backwards in the learning process.