SMG IS 223 Lecture 8: Notes - Business-to-Consumer E-Commerce

• School: Boston University
• Department: Information Systems
• Course: SMG IS 223
• Professor: Stephanie Watts

Document Summary

Increasingly used for interactive communication and relationship building with customers: mobile marketing, whe(cid:374) ads (cid:272)a(cid:374) (cid:271)e tailo(cid:396)ed to a use(cid:396)"s lo(cid:272)atio(cid:374, highly targeted marketing opportunities, performance assessment. Twitter post, email and facebook page when done right: outbound marketing create ads that bring your products or services to the customer, ex: adsense (pay per impression) Search engines: types of search engines, crawler-based search engines, create listings automatically (google) If you (cid:373)ake (cid:272)ha(cid:374)ged to you(cid:396) site, the (cid:862)(cid:272)(cid:396)a(cid:449)le(cid:396)s(cid:863) e(cid:448)e(cid:374)tually fi(cid:374)d them: ca(cid:374) effe(cid:272)t ho(cid:449) you"(cid:396)e listed, how crawler search engines operate, crawling the web, automated programs (bots or spiders, follow links to find websites, pages, and documents. Index the contents in a giant database of documents: processing queries, ea(cid:396)(cid:272)h e(cid:374)gi(cid:374)e (cid:396)e(cid:272)ei(cid:448)es sea(cid:396)(cid:272)h (cid:396)e(cid:395)uest (cid:894)(cid:862)(cid:395)ue(cid:396)y(cid:863)(cid:895) Google: techniques, unique accurate title pages, use (cid:862)des(cid:272)(cid:396)iptio(cid:374)(cid:863) (cid:373)eta tag, well-constructed urls, ha(cid:448)i(cid:374)g othe(cid:396) pages" li(cid:374)k to the page (off-page, keep content updated, maximize inbound link quantity and quality.