Learning Component
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a) Learning objectives and outcomes. In the era of IT and digital media it is very important to learn the craft of online marketing. Especially in the times of Google. Everybody is interested in this online communication channel since future projections of the advertising market rise to 10 billion$. So, we all wanted to get some insight in the online marketing, more specifically Google online marketing, to become AdWords junior marketing manager and to be able in the near future to run marketing online campaigns for customers and master them on our own. The second important point of our interest was to see how online marketing in fact targets customers by their activity. It presents deeper form of targeting since customers activities are well known to advertisers.
b) Group dynamics – Our biggest problem was quest for the right keywords. Searching for the optimal formula, that was the question, since keywords research is the most important aspect of every online marketing campaign. Because, we know that if site is not targeting the right keywords, it is losing potential customers for sure. Somehow we managed to find the keywords and suddenly the traffic to the website was there. To help ourselves we used some of the keyword research tools that could be found online.
c) Client dynamics – Everyone wants to know one thing, and that is Return Of Investments. And so did our client. The question of effectiveness of such marketing program. We explained to the client that in such online marketing campaigns he knows exactly where his money is going and that he has total control over its spending. He can measure which ads and campaigns create and generate value and which do not. Online campaigns are affordable alternatives to offline campaigns with messages delivered in a particular way. The customers are here, waiting online to be served with your message. Every business should use online marketing and Internet because they are the ones who bridge the gap between all customers.
d) Future recommendations
1) For future teams recomendation to install Sype or any other program that allows video and conference calls and with them make decisions regarding marketing strategy in real time.
2) Take the Google online challenge much more earlier, not at the end of challenge and definitely not in the time of College paper submissions.
3) Customers websites should be functional, visually pleasing and user-friendly. Another two most important points regarding Internet campaigns and besides AdWords are SEO and Social networks covering. SEO stands for Search engine optimization and it is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results. Social networks marketing means creating companys accounts on social networks