SMG IS 223 Lecture Notes - Lecture 8: Search Engine Marketing, Adwords, Inbound Marketing
21 Jun 2018
School
Department
Course
Professor
Inbound vs Outbound Marketing
oInbound marketing: refers to marketing activities that bring visitors in, rather than
marketers having to go out
oInbound marketing earns the attention of customers, makes the company easy to
be found and draws customers to the website by producing interesting content
oOutbound marketing: you create ads that bring your products or services to the
customer
Search Engines Overview
oSEO: Things you can do get your organization found (i.e. appear on the first
page of search results) by people that are looking for it
oSearch engine marketing: SEM
Using Google Adwords to pay to get your business to appear in response
to a search as a “sponsored link”
Uses complex algorithms and page ranking techniques to locate results
oInternet marketing (not using search engines)
Paying to using banner ads, pop ups, etc.; not search engines
Takeaways
oEC (e-commerce) is the online exchange of goods, services, and money among
firms, between firms and their customers, and between customers, supported by
communication technologies and the Internet.
oThe effects of disintermediation is the ability to sell products directly to the end
customers, without the need for “middlemen”.
oInbound marketing refers to marketing activities that bring visitors in, rather than
marketers having to go out to get prospect's attention.
oOutbound marketing, you create ads that bring your products or services to the
customer.
oOnline advertising can be manipulated to generate revenue or to provide an
unfair advantage.
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find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Inbound marketing: refers to marketing activities that bring visitors in, rather than marketers having to go out o. Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content: outbound marketing: you create ads that bring your products or services to the customer. Search engines overview: seo: things you can do get your organization found (i. e. appear on the first page of search results) by people that are looking for it, search engine marketing: sem. Using google adwords to pay to get your business to appear in response to a search as a sponsored link . Uses complex algorithms and page ranking techniques to locate results o. Paying to using banner ads, pop ups, etc.
