Online & New MediaTools of Digital Marketing

SNC-MKTG350September 16, 2013

Tonight’s Agenda: Digital Marketing Tools, continued• Quiz 4• Read Chapter 2 in Don’t Make Me Think text• 3 Blog posts to review• More digital marketing tools:– Mobile apps and mobile devices– Apple and Android stores as distribution channels– Podcasts, syndication and RSS

• Business Department Chair Kendra Wong will visit

Key Points: Don’t Make Me Think

• Users don’t read, they scan– Looking for the bits that match needs

• We take first reasonable option: “satificing” – Not much penalty for being wrong

• We don’t figure it out, we muddle through– Readers don’t care how it works, just that it

does work

• The devices themselves evolve the message and method

Digital Marketing Tools - Devices

Mobile Operating System Players

This year, 15% of online retail sales will take place via mobile devices, up

from 11% in 2012. By 2017, the percentage will rise to 25%.

Source: eMarketer, April 2013

Problems with Mobile Devices

• iPhones don’t read Flash (40% of all phones)• Using thumbs so harder to click• When sites are wide, have to horizontal scroll• Google may start penalizing non-mobile-friendly

sites. Read this article from Google Webmaster Central:

http://googlewebmastercentral.blogspot.com/2013/06/changes-in-rankings-of-smartphone_11.html

Problems with Mobile Devices

Digital Marketing Tools – Mobile Apps

• Any application you can download to your mobile phone or device to interact with a user.– Examples:• Games• Facebook app• Calendar or timer app• eReaders

– Get them through iTunes and Android App Store

Digital Marketing Tools – App Stores

Apps = Content

Stores = Distributors

Source: Monetate.com

Digital Marketing Tools – Web Apps

• Really any application on a website to make it interact with a user.– Examples:• Payment transaction uses apps• Searching for items in a certain criteria uses apps• Updating Facebook newsfeeds uses apps

– More than a page or image– More than a PDF you’d download

Blog Topic: Do I care about site architecture? Nah, I’m an entrepreneur! Oops.• Blog criteria:

300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Blog Topic: 7 tips for choosing an ecommerce system for your business’ website• Blog criteria:

300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Blog Topic: Bitcoin could save us all

• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Next session:

• Read Chapter 20 in Analytics text re: Mobile Analytics

• Read Chapter 5 in Analytics text re: Search Analytics• 3 Blog posts to review• eCommerce Systems– Ecommerce and payments systems– Sales funnel– Analytics