Online and Mobile Business Marketing

 A detailed overview of how companies can create and maximize an online/mobile presence.


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There was a time when companies debated whether having a Web site would be useful in an overall marketing strategy. Today, a business Web site paired with a mobile app and supported by a nuanced online marketing strategy is a necessity in order to serve an increasingly technosavvy customer base.

This program gives a detailed overview of how companies can create and maximize an online/mobile presence starting with the basics—goal-setting, search engine optimization, the user experience, and traffic analysis—and finishing with more advanced promotional considerations such as Web site tie-ins (e-newsletters, blogs, social media); mobile apps; online/mobile/offline advertising (Google Ad Words, Facebook Mobile Ads, QR codes); and text message marketing. 

Video Segments

1. Customers' Expectations (01:07) 

Customers expect an updated and useful website, mobile app, push notifications and other features.
2. Online Marketing: Website Goals and Analytics (02:37) 
Determine the goal of your online presence, such as increasing sales or driving traffic, then measure progress. Google analytics is free and useful, and tells you where your links are coming from.
3. Search Engine Optimization (02:40) 
Keyword research is crucial. Brainstorm key words; ask friends or family what they would type in if they were looking for a business like yours. Weave keywords into your website and social media platform.
4. Image Search Optimization (00:52) 
Consumers often search images; have quality images of products on your site. Meaningful file names improve your rank.
5. Load Quickly (00:44) 
Keep your site simple to ensure it loads quickly, regardless of the visitor's connection; you have 2-4 seconds with a typical consumer.
6. Push Notification (03:04) 
E-mail marketing and e-newsletters drive traffic. Provide value with such marketing rather than simply trying to sell. Services allow you to build a distribution system. Use the newsletters to track. Make it easy to unsubscribe.
7. Blogs (02:15) 
Companies that blog get more visitors. Provide value-added information. Position an individual or business as an expert in its field, and present a likeable personality.
8. Online Advertising (01:39) 
National and local online advertising services are available. Know your audience. Monitor results through programs like Google analytics.
9. Banner Ads (00:56) 
In banner ads, less is more. Maintain low file size. Coordinate color with that of the site where the ad is displayed. Decide whether you are making a specific offer or engaging in branding.
10. Google AdWords (01:27) 
Through Google AdWords, select and market key words to show up in search results, testing which keywords work. Always promote online activities in any off-line materials.
11. Mobile Marketing (02:24) 
Mobile websites are subdomains of the regular website and should be compatible with all mobile devices. Many customers comparison shop online while at a store; include product information and customer reviews.
12. QR Codes (01:25) 
A QR code is a barcode scan-able by smartphone, which can give customers access to whatever data you choose.
13. Mobile Advertising (00:57) 
Attract users at first sight through short, to-the-point ads; mobile users are easily distracted. Making special offers for mobile users will make them feel special.
14. Text Message Marketing (02:59) 
Use SMS marketing to send time-sensitive notices. Issue a call to action available only to text subscribers to monitor effectiveness. People rarely ignore text messages.
15. Making Online and Mobile Marketing Work (02:19) 
Maintain a consistent voice across all media. Monitor trends in technology and marketing. The medium is not the message; know what you want to say.
16. Credits: Online and Mobile Business Marketing (00:34) 
Credits: Online and Mobile Business Marketing

Grade: 9-12

Online and Mobile Business Marketing (DVD)
© 2014
Time: 25 Minutes

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