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Department
Marketing and Consumer Studies
Course
MCS 2020
Professor
Linda Chiasson
Semester
Winter

Description
Week 7: Findability; Digital Information Management M­COMMERCE:  •Banking and Financial Services •Location­based Services •Wireless Advertising and Retailing •Games and Entertainment Information & Internet: Organizing and Retrieving Information ­Methods of Organization: lists, hierarchies, taxonomies (grouping based on similarities),  ontologies (organization of a domain of knowledge), tagging/keywords (metadata – info  about info   > a folksonomy is just made from regular people using the    Web.The classic use of folksonomy is in blogs or photo    albums. Users create their own set of tags to classify their    entries or photos ­Directories – grouped in categories (i.e. peer review…) ­Search engines – can be arranged by relevance…    >Main Functions   ­Query based search (Internet)   ­Index   ­Search index   •Spiders ­ Build lists of words from websites ­How Search Engines work •Query  –information request to the server •Algorithm –Equation designed to solve the user’s query –Search Engine Optimization (SEO): relevancy matters most •e.g., headings, url Marketing Application – Disseminating Information: SEO & Online Advertising: ­SEO  ­ On­Page factors are the aspects of a given web page that influence search engine  ranking ( on the pages of the website itself)    ­ Off­Page: activity that takes place elsewhere   ­ keywords, brand terms… ­ Google AdWords    – Online advertising by Google    >long­tail: niche marketing   “The Internet changes that. It allows people to find less    popular items and subjects. It turns out that there's profit    in those "misses," too” ­Online advertising – ads personalized to users (according to geographic, user profile…)   Revenue Models: ­ Cost per mille ­ on the basis of showing the ad to one 
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