Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

Analyzing the Context of Internet Marketing

Mobile vs. Traditional Internet Context

CompanyEC (CEC) currently does not have a mobile based website. While its current website does fit a normal touch screen mobile device, it is not built for mobile devices at all. The biggest concern from some mobile device users who have tried to view the CEC website, is that they are getting slow loading times for the website. What CEC should do to fix this issue is create a website made specifically for mobile devices (FairWinds Partners, 2007). What this mobile website should include is a link to the about us, testimonials, portfolio, contact us and make a payment. Each of these pages should also be optimized for mobile browsing to allow for faster speed, better graphics and a small amount of clicks to help navigate the user quickly. In addition to creating a mobile website for consumers mobile devices, creating a new marketing plan aimed at mobile devices could also benefit CEC’ mobile marketing (Fairchild, 2009).

Cultural Uniformity Within a Country vs. Cultural Variation within your country: 

I believe that the United States does have cultural differences. These differences include consumers locations, lifestyle, income and many other psychographics and demographics. Being that CEC is an online business located in Dallas, TX, we have to direct our marketing toward consumers within the area. These consumers are normally different form those within other parts of the country. Being that I have personally lived up north and now down south, I have seen many differences in the culture of these consumers. Our normal consumers from up north are normally focused more on design and price, while our consumers from the south are concerned about building a relationship and trust with our company. We have had to change the way that we did business once we moved locations. Nonetheless, being that we work with customers all throughout the country, we try to keep our business practices universal to all customers.

I believe that Internet Marketers target specific ethnic groups. While I believe this, I believe that sometimes, it is necessary based on the target market that the particular business would like to attract. For example, CEC has never had a Middle Eastern customer. Knowing that most of our consumers are African American, Hispanic or White, we target our marketing efforts toward these individuals and businesses because it has a better chance at success as it is proven. Nonetheless, being that we do want all customers and ethnics to purchase services from our company, we may need to look into our marketing strategy and find out a way to make it attractive toward all ethnicities.

Credits

Fairchild, T. (2009). Matching mobile ads to consumer intent. Retrieved May 28, 2010, from http://searchengineland.com/matching-mobile-ads-%20to-consumer-intent-24647

FairWinds Partners LLC. (2007). Mobile web: what is the mobile web? Retrieved May 28, 2010, from http://www.fairwindspartners.com/en/newsroom/perspectives/vol-2-issue-7/mobile-web

Rename Amazon Kindle Fire, HD, Paper White or any Device

Here are the instructions for renaming your new Kindle Fire Device:

  1. Login to your Amazon.com account
  2. Scroll to bottom and click “Manage Your Kindle”
  3. On left side under “Your Kindle Account” click “Manage Your Devices”
  4. Find your Kindle, next to Kindle Name click “edit” button
  5. Rename and click “Update”
  6. On your kindle fire device, click settings at the top right next to wifi
  7. Click “Sync”
  8. Done

Leave comments below if you have any.

Google Voice – Firefox V 8* / 9* / 10* Extension Addon

UPDATE : Just updated the Google Voice extension to work with Firefox Version 10. CLICK HERE to Download. Follow install instructions below.

Thanks for the emails and comments, I actually use Chrome browser more, but I have my reasons, So i’ll try to stay updated with the FF versions. Details below:

This addon allows you to use your Google Voice number to call phone numbers in website pages using a click-2-call feature.

Once downloaded, open it with firefox by going to File > Open

Make sure to sign-in to your Google account by visiting settings from the extension.

You can also CLICK HERE to get the extension.

Relevance Transparency & Usability

I just got back from Bali, and took some time while on vacation to look at why websites blow. Now as I watched them drive on the left side of the road in Bali, it made me wonder why some many websites are on the left side of the Web rather than the right side of the Web. It’s not as if websites mean to drive on the wrong side of the www, but so many sites do. Take for instance a site that is loaded up with what the site owner wants. Oh, it maybe riveting; however, reality meets fallacy. So how does a website get on the right side of the Web?

  • Fulfill what the visitor is searching for
  • Path the website’s purpose (meaning make a purchase, a signup, a phone call, produce a lead…)

In other words, website content has to crisscross a visitor’s perception that meets their quest.

Another detail deals with fitting the reason why your website was pulled. The person is expecting it to be their solution. So why is it then that so many damn websites not communicate what they are about? This made me go back and even look at a website that sells high-end animal houses. What I’m confused about is if it’s actually a blog or a retail site. Guess that’s why I have not purchased anything. Break it all down and you have an unusable website.

The moral of the story here:

  • Don’t make me think
  • Don’t make me leave your website
  • Don’t play stupid music
  • Don’t have pop-ups or pop-unders
  • Don’t bore me with your stupid videos
  • Don’t have that person popping up (what is that about?)
  • Don’t have your font so small that it takes a magnifying glass to read
  • Don’t have your keywords so stuffed that it reads like garble goop
  • Don’t make your website out of flash
  • And for dog’s sake make that website mobile optimized

Cost Per Acquisition Cost

Cost per acquisition is more than just a way to measure your search market advertising. It’s also a means to assess your multi-channel marketing and customer acquisition equity. Customer acquisition equity rivals return on investment (ROI), and by understanding ROI, your marketing communication achieves optimization.

  • Cost Per Acquisition = Total Advertising Cost/Number of Total Leads
  • ROI= (Revenue – Total Adverting Cost)/Total Advertising Cost

Tracking campaign channels is key to creating and understanding marketing and customer acquisition. Let’s say you’re a business with no prior marketing background wanting to gain new customers, you need to:

  • Have an online presence for your brand.
  • Optimize your website.
  • Outline true costs associated for your marketing
  • Establish marketing campaign goals.
  • Set a realistic cost you are willing to spend for each new customer lead.
  • Align your marketingto your website.
  • Focus your marketingdirectly at your intended target audience.

Example:

If you ran a three-month Valpak ad, which specifies an expiry date and has a total advertising costs of $2,000, and you’re willing to pay $15 for each new potential customer, your ad would need to produce at least 133 potential leads to break-even. To illustrate why you need to be realistic with your budget, consider your projected revenue return. Let’s say you’re selling bags of crushed rocks for $55, with a goal of selling 133 bags. However, you only have two leads that purchase a total of 10 bags each. With only 20 of 133 sold, your ROI is -84.96%.

Now let’s examine the same example, but instead you advertise in AdWords using an optimized landing page with a downloadable coupon as well as a mobile coupon that specifies an expiry date. Your total advertising costs are $2000 over a three-month period, and you had 500 potential new customers view your deal. At the end of the expiry date, you capitalize from 200 customers who purchased a total of 2000 bags of crush rock at $55/bag.

  • Your CPA = $4, and your ROI= 5400%
  • What’s even better, is that you use your Web Analytics to:
    • Drive down future CPA
    • Increase ROI
    • Optimize your marketing

Now that’s power in understanding your marketing measure, retention cost, and future revenue transactions as well as realization of the importance of customer acquisition equity for how to best allocate your advertising pay-out mix.

Market growth potential

Know Your Potential

Knowing your market growth potential can enhance the implied value of your business if you are prepared. Market growth examines where the market for a business is going and whether it is moving in a different direction from where it has been. It also defines how the business can use its strengths to take advantage of this growth.

Knowing your market growth potential means to understand a setback or increase in product demand and have your next move prepared. For example, if a new technology is coming to the market, you need to make certain that you are ready and equipped to implement the technology into your business to satisfy those hard-to-please customers.

Earning a Degree Online

What really creates an online environment to work is the ability to have students who are capable to make it work. What makes onlinelearning successful is that the computer is also becoming successful as many more households are able to own a computer at an affordable price, businesses make mandatory use of it and the Internet continues to grow within every community and within every age and sex group.

When I first starting to take online courses five years ago, the structure of the classroom was drastically different. The one school that I attended has transformed three times since then to adjust to the growing popularity.  At first, online classrooms were somewhat like that of an online forum. As the Internet grew and continues to grow, it is becoming more reliable and trustworthy enough to find information that is beneficial in online learning.

Online learning is only successful because of the many things that it is made up of. Without a savvy user, the Internet, affordable computers and their ease of use, and the growing number a great web developers and programmers, Online learning wouldn’t exist is such the mass that it does.

Reasons that many students have turned to online learning range from;

  • Convenience
  • Better school options
  • Affordability of school and software
  • Accredited faculties
  • Effective learning

Being able to earn a degree from a great school from anywhere around the world, is something that many could only dream of before there was online learning. Not only is distant learning effective, but it is also accepted by society. Without that validity, online learning wouldn’t have succeeded as it has.

Your online brand is your resume

Internet Marketing

The reason that you as a business owner needs to market is because while you may have a great website or graphic design piece, without placing this work within your potential customers’ reach, you are losing business.

Here is how it works. Think of your website or art work as a resume. With this resume, you spend hours or days writing it up to perfection and years building it through experience and education. After you’ve gotten your resume to perfection, what next? What’s the next step to making sure that you land that dream job? The answer is marketing. You have to market yourself to gain the employer.

A bad resume with good marketing has a better chance of landing the employer, than a good resume with no marketing. Without marketing, you’ve just wasted years on creating a great resume for no reason at all.

Website Traffic, Is It Alien Or Human?

There are two ways to gain customers for your website or business. The first way is to pay for it. You could easily pay a marketer, advertiser, or branding company and gain customers that way. The other way is to earn your customers. This is the way that I believe works best and the one that I practice. To earn customers, you must get to know them. You should know where they go, which websites they visit, and local events they attend. This doesn’t just consist of putting your name and business card in these locations, but it involves you interacting with them and finding a true understanding of their lifestyle and preferences, and what it is that they desire from a business such as yours.

Alien Traffic. A study by Incapsula, one of the leading web security services and optimizers, unearthed that more than half of your website traffic could be alien. Not exactly the ones portrayed in War of the Worlds, but maybe. The findings released suggested that around 31% of website traffic was harmful and includes spammers, spies, scrappers, and hackers.[1]

Then there are the 20% of friendly visitors such as Google Bot as well as other search engine indexers. What this means is that analytics do not provide the whole picture and human visitors are not alone prowling the internet. To mitigate this, you should make security a part of your online marketing undertaking and tighten your website content with relevant keywords for the friendly indexers so your website is pulled by more human traffic based on the intent of website visitors.

 

[1] http://www.bizepic.com/2014/12/19/shocking-half-website-traffic-2014-bot-traffic/

Cost Per Click

Google’s Ad Rank program is designed to help you display the most relevant ad content to your customers and to provide an equal system that benefits both the customer and your business. The Ad Rank system is controlled by your ad quality, which is determined by the websites click through rate (CTR) and ad relevance to landing page content and keywords used. Ad Rank works by helping customers gain satisfaction through seeing more relevant ads to their keyword, and you get to show more relevant ads for your product or service so that you attract the right customer group. The result is that your business gains satisfied and relevant customers. Additionally, Ad Rank is used to determine where (and if) your ads appear and how much you pay each time a user clicks on your ad. The ranking system is created using a mathematical formula that decides which ads appear within the top positions of Google’s AdWords.

A cost-per-click (CPC) is the amount you choose or agree to pay each time a potential customer clicks on your Google ad in AdWords. A Quality Score is a numerical estimate based on the overall combined quality of your ads, keywords, and landing pages. The formula used to create your Ad Rank is: Ad Rank = Max CPC x Quality Score.

Example Case Study. Mike’s Biscuits (MB) has a current quality score of 3 for the keyword “Dog Biscuits.” To find the Ad Rank position, MB can calculate the Max CPC ($4) by the Quality Score (3), and the result equals 12. If MB raises its quality score to at least a 7, the company could easily lower its CPC to $2 and end with an overall rank of 14. With a higher quality score, MB can pay half the cost and rank higher than with its lower quality score of 3 and budget of $4. To raise its Ad Rank position, MB should focus on raising its quality score by increasing its click-through-rate (CTR), keyword relevancy to users’ search query’s, and by creating an optimized landing page that holds original relevant content. The higher the quality score, the lower the CPC. Ultimately, the Google quality score system allows for the prevention of advertisers to pay their way to the top of the search results within Google’s search engine. With this system, the higher quality score will save the advertiser money, create better placement, and increase the business’s revenue.

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