You are an e-marketing professional who has been tasked with formulating a marketing plan that integrates all channels of the marketing mix to achieve the business goals.  What can you do to create a synergistic effect in integrating the Internet channel and the traditional channels for increasing customer acquisition, customer conversion, customer retention, and customer value growth? 




There are several tools I can utilize in e-marketing to increase customer acquisition, customer conversion, customer retention and customer value growth. I can design an email that includes the brand name, promotions or discounts, link to the company website, subscription info, link to forward to a friend and link for company social media. The traditional channel would be mail or television. In addition to utilizing email, I could also integrate blogs and post on social media. Videos and pictures on blogs and social media also reiterates the brand and customer awareness. Search engine optimization, pay per click campaigns and social media marketing works together for customer value growth. I can advertise the company on pay per click campaigns and create a website that can benefit from search engine optimization. The key words within the website will allow search engines to pick up on the website when people are searching for my products. Utilizing all these techniques collectively is beneficial for growth.

Reflection on Metrics

This week I learned about the art of marketing. Seeming how this is my first marketing class, I was unaware that there was a strategy in placed in order to market a product/service online. According to our text, I should match my marketing objecstives to its marketing metrics (Roberts, 2013). One metric included in the text is Google Analytic. Google Analytics is a good way to evaluate internet marketing because it is free, it checks the number of visits a webpage has, how the customer was directed to the page, and bounce rate (number of people who leave from the initial page) (Roberts, 2013). Another metric platform is WebTrends. WebTrends compares the new visitors versus returning visitors and repeat buyers (Roberts, 2013). Panel data is another form of metric platform that displays the “background demographic, lifestyles, and activity data from panel members” (Roberts, 2013, p.399). These metric platforms allow businesses to gather information on how their marketing affects their outcome. Panel data is a good idea if a company wants to know their target audience. Panel data shows exactly the audience they are attracting and can help companies navigate towards a different audience if they wanted to. Google Analytics monitors a company’s website. This form of metric platform is beneficial when a company is looking to expand its audience and also demonstrates what tools to use on the website to keep the attention of the customer. Areas that need improving are social media metrics. Social media is becoming a very big tool in marketing for companies, but there is not an adequate metric of platform. Another problem businesses are running into is that they feel their metrics are not good enough to measure their marketing. Measuring how many times people click on a website and the demographic of that individual is not enough. Companies need to know exactly what will make the customer want to buy their product/service and what deters them. The metric platforms above does not go in detail enough to demonstrate that. Surveys are a good way to evaluate marketing. Some companies should try issuing surveys to customers with questionnaires that focus on marketing.

References

Roberts, M. & Zahay, D.  (2013). Internet marketing: Integrating online and offline strategies (3rd ed.).

            Mason, Ohio: South-Western, Cengage Learning. 

What would I do without the internet?

The internet is a growing sensation that alleviates effort and time and provides convenience to all. As a child, the internet was not as potent as it is now. I started seeing a tremendous difference in the utilization of the internet in my latter years of middle school. In high school, I was using the internet on a daily basis, primarily for research. After high school, the internet was used for homework and social media. Today, the internet is my lifeline. I depend on it for the smallest to the biggest necessity. Without consistent access to the internet, I could not stay on top of my school work, stay informed with current news (I don’t watch the news on T.V.), and stay in contact with some of my friends and family. Furthermore, I wouldn’t be able to successfully transition from being in college to having a career.

The internet plays a limited affect on my buying habits. I tried online shopping, but I am not a big fan of it. I enjoy being able to physically look at the items or try on the items I buy. The internet affects my buying habits because sometimes I see things online that I like and I may use those ideas as a reference. For example, I look at Pinterest for ideas when shopping for clothes, do it yourself ideas (DIY), and ideas pertaining to current trends. The internet makes the biggest impact when I’m shopping. I love looking online and seeing outfits paired together that I would have never thought of.

The life of the Single Working Parent

Where do I begin? Being single is hard enough. Supporting yourself is not easy, but supporting yourself and your child is no joke. First off I can't cook. I mean some of my food is edible, but my child disagrees. My motto is "If I can eat it so can you." Unfortunately, I am the only person that follows that motto. Then I just started school. School book prices are ridiculous. My books cost more than some of my bills. As if juggling work and school isn't hard enough, dating just makes it worse. I'm 21. I'm in my prime. I should have prominent guys knocking each other over to get my attention... But noooo I have 30 year old men soliciting their music to me talking about they're a new and upcoming rapper. Or 27 year old guys trying to get my number and get me to buy some fresh meat at the same time. Two packs of pork chops for the price of one actually doesn't sound bad. And it comes with free delivery.  Yea he sounds like a great guy. Why can't I attract good Christian men who don't have sex on the brain? Although my personal life is headed down a slippery slope, my career is just the opposite. Just got promoted, but the higher the rank, the more responsibility.. Do I really have time for more responsibility?