...MBA – Management and Strategy E-Business QRT2 Task 1 February 13, 2014 1. Viability of Product or Service: Horsepower Towing is a sole proprietorship business established by Tyler Loveridge in the early 2000’s in Lehi, Utah. Horsepower offers a variety of services including towing, law enforcement, truck maintenance, and trucking. Horsepower started out as a single truck towing service and has steadily grown into various services to the company it is today. Horsepower began expanding its towing capabilities shortly following inception to include contracting out towing for law enforcement. This included, but was not limited to DUIs, accidents, and suspended licenses. In 2010, Horsepower continued its growth and set up a division for long-haul trucking. Because of its now diverse product and service offering, Horsepower can greatly benefit from developing a website and gaining a much stronger online presence. Currently, Horsepower Towing does not have an official website. Most of the contact information can be found online by a general Google search, but no website with offerings, testimonials, or other valuable information exists. Horsepower will see a significant increase in interest throughout the area because not only are they in an industry where technology does not have a strong presence, but also the general population is using technology more and more to find business. Also by going online, Horsepower can become a more recognized brand and have much more...
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...Online Marketing Guide Tips + Advice to Grow Your Business Through Online Marketing The Small Business Why you should be marketing online Case study: How Happy Hound gets 90% of its sales online 10 things you can do today to boost your online marketing Worksheet: How you can get started Contents 4. Why Your Business Needs to Market Online 6. 10 Ways to Use the Internet to Grow Your Business 9. Measuring Your Results 10. Tip a Day: Map Your Path to Online Success 12. Case Study: Happy Hound 13. Online Marketing: Something for Every Business 14. Key Terms 16. Worksheet Suzanne Golter of Happy Hound dog day care and boarding 2 Welcome Every day we hear from business owners who think they need special skills to reach new customers online. Overwhelmed by the number and seeming complexity of online marketing options, they sit on the sidelines, eager to get in the game but confused about where to start. Sound familiar? If so, this guide is for you. Whether you’re new to online marketing or just looking to do it better, the advice in this guide can help you reach your business goals. You’ll learn: • How many new customers you can find online • 10 ways to use the Internet to grow your business • How to measure your results • How one small business gets 90% of its sales online • Key terms and what they mean We’ve also created a daily tip sheet filled with ideas to help you get started as well as marketing plans for four different types of businesses. Get started right...
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...called semgeek.com. The title of the article is “a systemic approach to pay per click ppc advertising”. The article talks about how difficult it can be to achieve pay-per-click marketing results. It also discusses how complex the pay per click platforms like Google AdWords and Facebook Ads are becoming. The author of the article explains that the complexity of pay per click marketing can be over whelming but there is a way to think about all this to help you through your day as a search engine-marketing manager a bit easier and it begins by thinking in systems. She explains how marketers need the ability to increase their capacity to think, learn, communicate and act more systemically. The author states how important it is to keep learning and exploring new approaches. The author of the article wrote a book called, “Dancing with systems” which reiterates her point of understanding the system of pay-per-click advertising and search engine marketing. She gives good advice and explains if you listen and pay attention to what is important, keywords and text ads will tell you their story once the data begins to unfold. I think this is true very true in marketing and is important. She explains how each day; search engine managers should crave to learn something new about an account or their approach to managing pay per click advertising. Everyone who touches a keyword is a part of the greater, global pay-per-click system. It is irresponsible not communicate information and doing so...
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...3 INTRODUCTION Online advertising is one of the most powerful inventions of modern technology. Like all other advertisements, the information is given in order to affect buyers. However it is less expensive and much faster with colour, sound and, motion compared to other medium such as newspapers, magazines, television and radio (Zef & Aronson, 1999). This media is an important and effective medium of internet advertising for anyone wanting to promote their products and services to an audience and has a lot of advantages compared with traditional advertising. The purposes of spending money on internet advertising are: it gives wider coverage, targeted audience, affordable price, easy to track, convenient and better return on investment (ROI) to advertiser. In this project, there are four parts. The meaning and different types of online advertising vehicles are first presented. A discussion about the subject of internet advertising and a study of the effectiveness of online advertising during the intermission period of online series is explained in the second part. A survey of consumer’s usage in ABC.COM, which tested the reaction to and impact of the presence of online episodes and potential customers interaction with advertisements is discussed in the third part and finally the conclusion on the necessity of online advertising in media and the discussion of how far ABC.COM is successful as a brand ambassador in the media environment is given. The purpose of choosing...
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...The Nine Elements of Effective Web Marketing Introduction When it comes to web marketing, it’s all about ‘conversion’ - how many of your site visitors you can convert into a lead or a sale. We suggest that companies lacking a well conceived and well implemented website conversion strategy, are failing to leverage the most important marketing medium of the twenty-first century. The Nine Elements: 1. Identification of site goals 2. Clearly defined target audience 3. Compelling message 4. Site structure and information flow 5. Calls to action 6. Lead capture mechanism 7. Supporting graphic design 8. Site promotion 9. Testing, measurement, and refinement 1. Site Goals Identifying goals is critical for two reasons. First, goals help you to determine what should or shouldn’t be included on your site. You use your goals document as a set of criteria for determining site content, simplifying the design process, and removing the ‘political element’ that plagues some companies. Secondly, having specific goals allows you to measure the effectiveness of your site after it’s completed and live. That’s key because if you can’t measure site performance, then improving it becomes much more problematic. So you’ll find that measurement and improvement are the keys to that ROI you’re looking for. The bottom line on goal setting is that if you never identify the target, then you can’t expect to hit it. 2. Target Audience A foundation of effective web marketing is the ‘who’...
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...opportunity to apply myself and then for taking time out from his very busy schedule to give me all the help I needed. This acknowledgment would be incomplete without expressing my thanks to everybody, including my partner, in P-Square, Pune who took time and effort to share their views to guide me during these enriching two months. * * * Sachin Gupta Table of Contents Executive Summary1 About P-Square4 Methodology4 Lead Generation5 Short listing of Potential Clients5 Proposal Preparation5 Importance of Internet and Online Marketing5 The Web Impact-Statistics and Figures5 Internet vs traditional media5 Internet and Real estate Pune5 The iCrave COMS package5 Search Engine Optimization (SEO)5 Pay Per Click...
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...Welcome to the Google Online Marketing Challenge The Google Online Marketing Challenge is an exciting opportunity for students to experience and create online marketing campaigns using Google AdWords and Google+. Over 50,000 students and professors from almost 100 countries have participated in the past 5 years. With a $250 budget provided by Google, students develop and run an online advertising campaign for a business or non-profit organization over a three week period. The teams that develop and communicate the most successful campaigns win awesome prizes, including a trip to Google for the students and their professor. Students also have the opportunity to participate in the optional Google+ Social Media Marketing Award by maintaining a Google+ Page for their clients over a six week period. The Challenge is open to student teams of three to six members, regardless of their majors. All students must register under a verified professor/instructor at a higher education institution. Visit Discover GOMC to learn more about the Challenge and how to participate. Be sure to follow us on our Google+ page for the latest updates and announcements throughout the year Competition Process For more details on each of the steps, please refer to the sections on the left side of this page. Step 1: Register for the Challenge. Professors register for the Challenge and are verified by Google. Students form teams of 3-6 members and appoint a team campaign. The team captain then registers...
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...of google adworks: adwords is about showing your ads to the right people in the right place at the right time. 1. Target your ads: specific interests. You can make your marketing campaings more targeted. a. Keywords: words or phrases relevant to your products or services. So when customers type those words it will show em your websites. b. Ad location: you can show your ads in search engines, commercial sites, or personal sites. c. Age, location, language: you chose that depends on the customers. d. Days, times, frecuency: you decide when to show your ads. e. Devices: you chose which devices or maybe all of them. 2. Control your costs: gives you control on how to spend your money. You only pay when someone licks your ad. 3. Measure success: it will allow you to see which ads are being clicked the most. And of course give you an idea in which ads to invest more. Also, you can learn on how long do customers take to purchase something. 4. Manage your campaings: MCC allows you to manage all accounts in just one location. i. You can also use adwords editors. 1.2 Google Advertising networks: the google search network and the google display network. You can advertise in each or both . 1. search network: this search networks include all google engines to search and also other non google sites. Such as aol 2. display network:you can use gmail, or youtube, or blogger to advertise. This will create awareness...
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...Online promotional techniques such as blogging, use of search engines, and paid online advertising will help drive the most traffic. Radio could be used as an offline promotional technique but cost must be considered. Blogging is becoming more popular and many times when people do keyword searches, depending on the context blogs will have the answers they are looking for. Blogging is very inexpensive and consumers usually turn to others when looking for new products. Blogs are a great way to keep consumers up to date while keeping the personal feel. Most people can relate when others give the advice versus a company forcing the product on the consumer. Search engine marketing will be productive with the use of paid advertising and pay-per-click for searches. The company will have to optimize their website with specific keyword...
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...books, like anything else in life, there are no guarantees of income made. Readers are cautioned to reply on their own judgment about their individual circumstances to act accordingly. This book is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised to seek services of competent professionals in legal, business, accounting, and finance field. You are encouraged to print this book for easy reading. The PPC Marketing Guide -2- The PPC Marketing Guide Table of Contents How to Make Your Business “Click” Maximum Web Promotion with PPC How to Create a Profitable PPC Campaign Management PPC Bid Management In Closing: To SEO or To PPC? 5 8 10 12 14 The PPC Marketing Guide -3- The PPC Marketing Guide The PPC Marketing Guide The PPC Marketing Guide -4- The PPC Marketing Guide How to Make Your Business “Click” PPC stands for Pay-Per-Click - a popular advertising technique on the Internet. Found on websites, advertising networks, and especially on search engines, PPC advertising involves...
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...Angry Birds), I am greeted with two pop-ups serving irrelevant daily deals, which I instinctively close without reading. The only time I might actually pay attention is when a friend emails or pings me via Facebook on a cool offer (Rally Car Racing lessons? Okay, now we’re talking). Most marketing emails that somehow slip through my spam filter also go unopened and unread, as I search for the email I really want to see: that my fantasy football trade was accepted (Tony Romo really is a horrible fantasy QB). The mail, the inserts, the pop-ups, the emails — they have all become nuisances and background noise. So is marketing dead? I hope not, because I’m basically a marketing guy. But I think classic “segmentation” based marketing is broken. We are all individuals with unique needs. And as much as marketers try, it’s hard to put us into “catch all” segments or clusters. As a former airline marketing VP, I have been part of the problem: so feel free to blame me first. We used to celebrate a 0.25% response rate to inserts in our airline credit card mailings. Really? So 99.75% of the people didn’t care about our offer. A 1% click-through on a keyword ad gets celebrated, too. So why do marketers celebrate irrelevance? Because the math still pens out: you can make money in the short term on a 0.25% response rate or a 1% click through rate. But what’s the long term cost? More important, what’s the lost opportunity? For the past couple of...
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...Humble beginnings: A single fruit stand located on the corner of 3300 South and Main Street in 1932 was the first Harmons, at the time it was called “The Market Spot.” Since then Harmons has grown to sixteen stores. The Harmons family continues to flourish with the finest and freshest products, local partnerships and unequaled customer service. In its infancy Harmons was the only grocer to remain open 24 hours, 7 days a week that carried fresh produce along with grocery items. The Bob and Randy faces of Harmons that we know today are the third generation of Harmons, grandsons of the founders Jake and Irene Harmon. Through the generations and growth, Harmons has remained true to its vision, mission and values. Stated on the Harmons homepage the values of Harmons are integrity, community, tradition, innovation and quality. Its mission is to value its associates and exceed customers’ expectations. Target Demographic: Although Harmons welcomes all, our marketing is directed to Females age 21-49, married, with a household income of at least $50,000. Competition: There are many different grocers located within Utah, many being national chains with very large advertising budgets. So the competition for price, location, and market share is fierce. Harmons desires to place its self between Smiths for size and convenience and Whole Foods organic and whole/healthy Appeal. The Problem: For many years, Harmons has been a local grocer that has announced its weekly Ad through...
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...Size - Extra wide pocket 4. Slipperiness of the Interior - Lined with rubber coating which keep gravity. 5. Lack of Versatility - water resistant and tough enough even for machine wash. Its price is only $20. The costumers are happy with the product. Try to achieving maximal growth with online marketing. Problems Choices of online marketing options: 1. Display Ads: - Internet’s closest equivalent to booth at street fairs - Internet users were conditioned against display ads for they are irrelevant and irritating most of the times. - Sold on pay-per impression, rather than genuine clicks. 2. Algorithmic Search: - No guarantee that the site would appear in response to particular search. - The search engine retained wide discretion about changing the ranking methods. 3. Sponsored Search: - Advertisers paid on per-click, when users clicked on the ads. - Listings were sorted mainly on highest bids and click-through rates. 4. Social Media: - They have their own fan base. - Installed an AddThis website applet. - Their fan can share Big Skinny’s site on by their own social media. - Free of charge. 5. Interactive Content: - Engage customers Kiril included several interactive components on its site. - Big Skinny also organized essay contests for its fans. - Only works for existing costumers. 6. Online Distributors: - Established sales presence on 3 online portals: Amazon.com, Buy.com and eBAY. - Monthly fee for the cost of £39.95 and sales commission...
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...Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. Nowadays advertising has become a part of our everyday life. It seems like anywhere you look there is an advertisement. You can find it on metrocards, milk containers, drink bottles, highway billboards, train stations, sides of buses and taxis. It is also common to encounter advertising in such traditional media as television, magazines, newspapers and radio. Lately the internet is becoming more and more important medium for advertisers. The history of advertising has long roots. The early advertising had a form of word of mouth and simple flyers/posters. With recent developments in technology the advertising procedure moved up to using the radio to help capture a bigger audience. Television provided for even bigger audience so advertisers are still using TV as a medium for their products. Lately companies started to realize the tremendous amount of traffic that is generated by the Internet. With the tremendous amount of users that increase hourly there is now no doubt that the Internet is the biggest gold rush of our lifetime. Internet operates on a set of technical protocols that enable people from around the world to access and exchanged information using tools such as e-mail, chat rooms, blogs and so on. Internet began as a project of the U.S. military, which wanted a communication system that was strong and non-centralized...
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...Ahmed Usman Sheikh 2012400845 BBVA Compass Case Analysis BBVA Compass, the 15th largest commercial bank in the U.S. in 2010 had to effectively utilize its limited budget to meet its strategic objectives using offline and online marketing mediums. Offline advertising mainly consisted of advertising through the traditional mediums such as newspapers, magazines, outdoor, television, radio and sponsor sporting events like NBA and other regional American football events in their most important markets. The primary reason for offline marketing was to connect with the bank’s customer base and build brand awareness and improve consideration among potential bank customers in the core markets such as the Sunbelt region. Online advertising on the other hand consisted of advertising on the internet through both search and display advertising on websites that generated traffic of users from the target market. The main goals of online advertising were to build online brand awareness and acquire new customers for various lines of business (such as new checking account customers.) Through historical data the company had evaluated that the life time value of new checking account (over 5 year period) was $800, hence the objective of the company was to minimize its customer acquisition cost, which the bank effectively managed to do using online advertising. The 2010 budget split between offline and online advertising budget was 79% and 21% respectively. Considering the rise of social...
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