Friday 6/3/11
What Is Search Engine Marketing?
What Is Online Display Advertising?
Saturday 6/4/11
Introduction to Social Media Marketing
Jumping in- moving from strategy to tactics
UX presentations
Online research tools review - share user audience data you found
Assignments (due Friday 6/10/11)
1) Search Strategy
Develop a paid search engine marketing strategy including:
-comprehensive keyword list (utilizing Google keyword tool)
-writing text ads
-ad groups
-linking strategy
2) Display advertising
Utilize compete, alexa, quantcast and/or google ad planner tool to determine sites with best audience to reach your target audience.
Develop a 2-month advertising schedule utilizing multiple websites to reach your target audience. Plan should include proposed ad sizes, impression levels, linking strategy and results analysis plan.
Read the following:
Social Media Effectiveness Vs. Difficulty Matrix
Marketers Rethinking Social Media 5-2-11 Cnet dot com
Insiders Guide to AdWords
Developing A Social Media Strategy - RedCube marketing report
Last week's assignments due Friday 6/3:
1) Good UX/bad UX
Come to class prepared to walk us through two websites – one with great ux, one with terrible ux. Write a one page paper on how usability and quality of website and landing pages affect results of marketing efforts focused on driving users to a website.
2) Getting the hang of online research tools:
Spend some time exploring the following:
Pew Internet and American Life Project
https://www.quantcast.com/measurement
https://www.quantcast.com/measurement/planner-overview
https://www.google.com/adplanner
Use these tools to find out more about the user audience of the following sites.
Facebook.com
Twitter.com
CNN.com
And a site of your choice
Look into web traffic stats (page views, visitors, unique visitors over a certain timeframe), age, gender, income, education, other sites visited, countries, regions, geographies. Do these sites accept advertising?
3) Based on the target audience for your campaign, what have you been able to learn by looking at the above research tools?
