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Lecture 4

ADMS 2200 Lecture Notes - Lecture 4: Data Mining, Social Media Measurement, Social Media AnalyticsPremium


Department
Administrative Studies
Course Code
ADMS 2200
Professor
Kim Snow
Lecture
4

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Lecture 4
1) Chapter 4 Digital Marketing and Social Media: Living in the Connected World
E-Business
Conducting online transactions with customers by collecting and analyzing
business information, carrying out the exchanges, and maintaining online
relationships with customers
Categories of E-business
o E-tailing
o Business to business transaction
o Electronic data interchanges
o Email
o Gathering information
Digital Marketing
The strategic process of creating, distributing, promoting, and pricing goods and
services to a target market over the Internet or through digital tools
Digital Marketing Capabilities
B2C Digital Marketing
Selling directly to consumers over the Internet (online shopping)
o Interactive marketing
o Electronic storefronts
o Electronic shopping cart
Benefits of Digital Marketing
Competitive pricing
Access and convenience
Personalized service

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Challenges in Digital Marketing
Marketing and Web Communication
The Internet has four main functions:
o Digital business
o Entertainment
o Information
o Communication
Online Communities and Social Networks
Internet forums
Newsgroups
Electronic bulletin boards
Social network.
Blogs and Podcasts
Blog: online journal
Wiki: web page everyone can edit
Podcast: online audio or video file
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Promotions on the Web
Banner ads
Pop-up ads
Pre-roll video ad
Widgets
Search marketing
Building an Effective Web Presence
An e-business website can:
o Broaden customer bases
o Provide immediate access to current catalogues
o Accept and process orders
o Offer personalized customer service
Successful Site Development
Establish goals
o What is the purpose of the website?
o How can we attract repeat visitors?
o What eternal links should be established to draw visitors to the sites?
o What should the domain name be?
o What should the site contain?
o How should it work?
o Who should put the site the Net the company or the web host?
o How much money should be spent to set up and maintain the site?
o How current does information on the site need to be?
Implementation and interest
o Content is important at this stage. Content should be:
relevant to users
easy to access and understand
Updated regularly
Written or displayed in a compelling way
Pricing and maintenance
o Development cost
o Placing the site on a web server cost
o Maintaining and updating the site cost
o Promoting the site cost
Assessing site effectiveness
o Web-to store shoppers
o Click-through rate
o Conversion rate
o Engagement
Social Media
Different forms of electronic communication through which users can create
online communities to exchange:
o Information
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