Chapter 19 introduced you the importance of marketing and advertising.We defined the major concepts in marketing and advertising. We discussed effective ads and explore how to create effective ads. We defined SEO and explained how SEOing works, and how to use SEOing to your business marketing advantage. We then discussed the value and
use of social media in advertising and marketing. We explored the
options and methods that utilize free means of marketing and advertising. We discussed the psychology related to advertising and
marketing and explained why people buy how they feel. Finally, we discussed the value of hiring a marketing firm. The following exercises will help reinforce the concepts presented in the textbook.
Key Terms
Marketing
The business action of promoting products or services for sale through consumer research and advertising.
Advertising
The promotion of information to consumers about buying certain products or services.
SEO: Search Engine Optimization
Is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results and excludes direct traffic/visitors and the purchase of paid placement.
SEOing
Is a bastardized verbiage term to describe the process of SEO and the current action of an ad or product becoming more and more visible on
the internet.
Black Hat SEO
A set of practices that are used to increase a site or page’s rank in search engines through means that violate the search engines’ terms of service.
White Hat SEO
Refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies.
Google Analytics
A web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand.
SERP: Search Engine Results Pages
Are the pages displayed by search engines in response to a query by a searcher. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query, although the pages may also contain other results such as advertisements.
CTR: Click Through Rate
The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign
for a particular website as well as the effectiveness of email campaigns.
UX: User Experience
In commerce, user experience is a person’s emotions and attitudes about using a particular product, system or service. It includes the practical, experiential, affective, meaningful and valuable aspects of human-computer interaction and product ownership.In software and web engineering it is the ease of use and likelihood of reuse of a
software and revisit to a website as a result of the ease of use and navigation of the software or website.
Keywords
In the area of SEOing, keywords refer to words or short phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its potential visitor base with keywords for SEO that help connect searchers to your site.
B2B: Business to Business
A form of marketing between businesses where products and services are sold to other businesses rather than to the public often in bulk, discounted rates, and of a type not otherwise accessible to the general public.
B2C: Business to Consumer
A form of marketing that refers to the tactics and strategies in which a company promotes its products and services to individual people: creating, advertising, and selling products for customers to use in their everyday lives.
Crawl
The discovery process in SEOing in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated
content.
Index
The storage of information and content found during the crawling process
Rank
The manner in which content is displayed by a searcher’s query.The higher a content’s ranking,the more likely it is populate toward the top.
SaaS: Software as a Service
A software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. It is sometimes referred to as “on-demand software”.
Expected Outcomes
Understand the major concepts in marketing and advertising.
Recognize what are effective ads
Understand how to create effective ads
Understand what SEO is and how it works
Understand how to use SEOing to your business marketing advantage
Understand the value of social media in advertising and marketing
Understand how to use social media in advertising and marketing
Recognize options and methods that utilize free means of marketing and advertising
Understand the psychology related to advertising and marketing
Recognize why people buy how they feel
Recognize the value of hiring a marketing firm
Key Concepts
Advertising communicates information about a product or service
Marketing promotes information about a product or service
Advertising is a straightforward singular event to communicate your product or service.
Marketing is a long term and complex process involving research,analytics, and demographics.
When creating ads that work, you first want to define what the tone and perception you want consumers to have of your company
Ads should be simple, stand out, and make an impact.
SEO is the most important aspect of marketing in today’s business world. Using a web engineering or marketing firm is recommend to navigate the complexity involved in SEO
The foundation of SEO utilizes keywords. The more unique your keywords, the more likely your website will list on a search
Google analytics provide extensive information on the populations visiting your site and allows marketers to tailor your ads to attract those consumers
Search engines have 3 main mechanisms to increase the rank of your listing in a search: crawling, indexing, and ranking.
When producing ads, you can make effective commercials for little to no cost.
Social media can provide extensive opportunities to market and expose your company, its products, and its services to masses of people.
There are many ways to market your business for free using social media, local news agencies, and face-to-face encounters.
Business-to-Business Marketing provides opportunities for businesses to exchange mutually beneficial services in exchange for marketing.
Advertising and marketing psychology focuses on convincing a person they have a lack, and that your product or service is the only thing that can fill that lack.
There are two main types of consumers: the calculating kind and the impulse buyer.
People buy how they feel. People will purchase a product or service if it makes them feel safe, desired, or empowered.
People will buy your product or service if they like you.
There are many advantages to hiring a marketing firm: extensive knowledge, staff resources, and measurable success.
Be wary of gimmick companies promising grand SEOing.
Chapter Slogans
People Buy What They Feel.
Advertising Is Brainwashing!
Ads should be simple and memorable.
POUND THE PAVEMENT
Start looking at ads in all areas from the internet to billboards on the highway. Use the knowledge you’ve gained from this chapter and get a sense of what the marketers are trying to accomplish. Do you feel they are successful? How did you react to the ad? Was it appealing?Did it spark interest? Or was it annoying, transparent,contrived? Did it turn you off from the product?
Consider different marketing firms in your area. Visit a few and see what they can offer your business.
