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Blogpost (Digital Marketing)

Assignment due date:

The blog is a semester-long work-in-progress, with final entries and comments to be made by before the Workshop in Week 12.

All students must write the equivalent of at least six (6) blog posts based on the relevant weeks topic and content. This is to be done throughout the semester and blog posts are to completed before the respective and allocated workshop for each student. Late penalties will apply if blog posts are not submitted on time.

Submission:

· You are required to provide a link (URL) to your blog via the submission link on this page. Promoting your posts via social media is under no circumstances regarded as submitting your assignment. You only need to submit a link to your blog homepage – not to individual posts. Once you submit a functional URL link, no further action or follow up is required.

· A common error here is to submit your personal login URL instead of the blog URL. Please check your URL before submitting.

· Individual posts must be written BEFORE your workshop on the incoming topic for the week in question (e.g. if you write a post on Mobile Marketing, then that post needs to be written before you attend your workshop in week 6).

· Once you submit your blog URL, it is the expectation that you will writing up your blog posts on due time.

Length:

Each blog post should be between 300 ~ 400 words.

Learning Objectives Assessed:

· Evaluate the implications of digital technology on buyer behaviour, marketing strategy and customer relationships.

· Assess various digital tools and technologies and identify the most appropriate tool(s) to support specific marketing objectives and strategies.

· Demonstrate an understanding of the theory and frameworks that inform the development of a digital strategy

Details:

· This item of assessment requires you to critically write about Digital Marketing throughout the semester, through the use of a blog. You will blog at least six (6) times during the semester.

· Each contribution to your blog post should be a well-considered and thought-provoking comment about a relevant aspect of Digital Marketing and related to the respective workshop / seminar topics. Your blog post should never be a summary or a description of the material given to you in the readings and videos for each respective week. Here, we are looking for more advanced skills such as discussions, debates and critical evaluations.

· Your weekly blogs posts should have some value added perspective, opinion and/or critique that can engage with your audience. QUT outlines in simple terms

how to write a critique (Links to an external site.)

on their website.

· Interesting topic headings, original content, personal opinions backed up by theory or best practices, credible references (hyperlinks), impactful examples, a call to action, good structure and layout, visuals etc are some of the core considerations of writing a blog post. You can review this checklist

Checklists to help you craft your posts

Actions

. Please refer to the rubric criteria for further details.

· Your blog post should illustrate consistent engagement with your audience (peers) . It is imperative to promote your blog posts throughout the semester to have others comment on your blog posts. For blog engagement, you are expected to get comments from your peers in your blog posts AND also engage with them by actively responding on their comments in your blog posts. Remember this consistent engagement is worth 30% of the total assessment marks. When choosing blog platforms/tools please make sure that it allows for users to leave comments without signing up. Students are expected to check up on their blog comments regularly and take necessary steps to increase blog engagements.

· Individual blog posts must be completed before each workshop as we will use them as discussion points in class/workshops. You will be given time during the workshop to ‘promote’ your blog and further generate a discussion. You are also encouraged to use our social media channels (Facebook and LinkedIn) to promote your blog post to your peers further.

· Excluding Weeks 1, 5 and 7 there are a total of 9 opportunities to do blog posts. So that means students can write up a maximum of 9 blog posts. However we will only evaluate the best 6 for the assessment. There are no extensions on individual blog posts. If students miss one, they need to move on to next weeks topic. Students can write maximum of one blog post for each week.

· You are encouraged to use a publicly-available blogging tool for this exercise. We recommend WordPress.com. However, you may use Blogger, Linkedin, Wix or others. If you are concerned about using a public blogging service, speak with the tutor.

· You are permitted to utilise multimedia in your blog (such as video blogging, audio podcasts). However, please ensure that you consider your audience and their ease of access to your content. Remember, an excellent blog encourages interaction with the readers. To this end, you need to promote comments and dialogue with your audience actively. You are also required to contribute to the conversations on others’ blogs.

· Remember that at all times you should respect the rights of copyright owners while blogging publicly

Assignment due date:

The blog is a semester-long work-in-progress, with final entries and comments to be made by before the Workshop in Week 12.

Submission:

· A common error here is to submit your personal login URL instead of the blog URL. Please check your URL before submitting.

· Once you submit your blog URL, it is the expectation that you will writing up your blog posts on due time.

Length:

Each blog post should be between 300 ~ 400 words.

Feedback mode:

· General blog feedback will be provided in class. We may also use some of your posts as examples/discussion points for workshop activities.

· Feedback will be provided via Canvas on submitted blog posts in week two or three. If you do not write a post for either of those weeks, you will only receive final feedback on your blog posts at the end of the semester. Your instructors will provide the final assessment and feedback on Canvas at the end of the semester.

Learning Objectives Assessed:

· Evaluate the implications of digital technology on buyer behaviour, marketing strategy and customer relationships.

· Assess various digital tools and technologies and identify the most appropriate tool(s) to support specific marketing objectives and strategies.

· Demonstrate an understanding of the theory and frameworks that inform the development of a digital strategy

Details:

· This item of assessment requires you to critically write about Digital Marketing throughout the semester, through the use of a blog. You will blog at least six (6) times during the semester.

· Your weekly blogs posts should have some value added perspective, opinion and/or critique that can engage with your audience. QUT outlines in simple terms

how to write a critique (Links to an external site.)

on their website.

Checklists to help you craft your posts

Actions

. Please refer to the rubric criteria for further details.

30%

of the total assessment marks. When choosing blog platforms/tools please make sure that it allows for users to leave comments without signing up. Students are expected to check up on their blog comments regularly and take necessary steps to increase blog engagements.

· Remember that at all times you should respect the rights of copyright owners while blogging publicly

Marking Criteria:

30%

Weight	Criteria	Details
40%	Blog content	· Meaningful and relevant digital marketing content (related to the seminar topics). · Original, accurate and intelligent wording. · Organisation and structure of the content.
	30%	Professional Standard	· Support for claims and ideas (examples, references, evidence). · Provision of Hyperlinks to information within and outside of the blog. · The visual appeal of work, including multimedia and graphics. · Spelling, grammar and punctuation (appropriate for the format).
Blog impact	· Generation of discussion. · Evidence of engagement with the audience.

CHECKLIST FOR YOUR BLOG AND BLOG POSTS
CRITERIA AREAS TO THINK ABOUT
Blog look &
Feel

 What does the look and feel of your blog communicate? What values does it represent? Does
it portray a personality?

 Is it clean? Easy to read? Is it easy to navigate?
 What kind of reader do you want to attract? Does this look and feel appeal to your target

reader?
 Does the look and feel enhance user experience?

Headlines  Does your headline encourage people to stop and read further?

 Is the topic on-trend? Relevant?
 Types of headlines that attract attention:

o Lists
o Controversial topics
o Poses a question
o Challenges the reader
o Humorous
o Call to action
o Catchy phrase

Images &
audio visuals
used

 Does your image capture your headline?
 Is it powerful enough to get the reader to read further?
 Is there additional audio visual / graphic or diagrammatic visuals you can add that enhance

reader engagement & experience?

Tone & Style
of writing

 What style of writing connects with your target consumer?
 What style of writing represents who you are?
 Examples of styles:

o Humorous
o Emotional
o Passionate
o Conversational / Relatable
o Empathetic
o Entertaining

Blog
Construction

 Is you blog to the point? Have you edited it for clarity, and eliminated superfluous wording?
 How have you structured the flow of your blog?

o Does your first paragraph/sentence elaborate or explain the headline?
o Second, have you then built your case for or against the argument in your headline?

Have you provided alternative streams of thought?
o Have you summarised your argument and recommendation in a conclusion?

Referencing  Have you ensured that you have supported your arguments with references, via

hyperlinks?

Conclusion  Have you developed a strong conclusion for your blog post?
 Have you invited comment on your blog? Posed q question that readers can then

comment on?
 Is there a call to action?

Final checks  Have you checked spellings & grammar on your blog?

 Have you checked hyperlinks?
 Have you edited it down for comprehension & readability?
 Have you ensured your blog can be found? Have you put in relevant hashtags?

Sheet1

igital

eting Blog – Marking Rubric

riteria

Mark

%)
• Meaningful and relevant digital marketing content (related to the seminar topics). • Original, accurate and intelligent wording. • Organisation and structure of content.

: * Content does not reflect the seminar topics and demonstrate limited understanding of theory. * Examples used are sometimes old and/or not directly relevant to the topics. * The content is inaccurate and poorly structured.

rofessional Standard (30%)
• Support for claims and ideas (examples, references, evidence). • Provision of Hyperlinks to information within and outside of the blog. • The visual appeal of work, including multimedia and graphics. • Spelling, grammar and punctuation (appropriate for the format).

On time, no penalty 0

MKTG1415: Assignment 3a:

Mark

Grade

Blog content (4

N: * Claims and ideas are not support with examples, references and evidence. * Hyperlinks to information within and outside of the blog are infrequently used. * Multimedia and graphics have seldom been used. * Consistent errors in spelling, grammar and punctuation

Blog impact (30%)
• Generation of discussion. • Evidence of engagement with the audience.

N: * The blog generates little discussion with followers during the semester. * Little engagement is achieved, lack of discussion with the audience.

Original grade:

Fail 0-49%

Late penalty Post 1 (10% of overall grade per day – per post)

On time, no penalty

Late penalty Post 2 (10% of overall grade per day – per post)

Late penalty Post 3 (10% of overall grade per day – per post)

Late penalty Post 4 (10% of overall grade per day – per post)

Late penalty Post 5 (10% of overall grade per day – per post)

Late penalty Post 6 (10% of overall grade per day – per post)

OVERALL GRADE:

Fail 0-49%: A Fail involves evidence of lack of understanding of course (minimal or inadequate comprehension and little or no application) and inability to identify issues, and often inadequate in depth and breadth and sometimes incomplete or irrelevant.

Sheet2

D C P N

N: * The blog generates little discussion with followers during the semester. * Little engagement is achieved, lack of discussion with the audience.

On time, no penalty

Fail 0-49%

HD
HD: * Content is meaningful and relevant to the seminar topics and demonstrate an in-depth understanding of theory. * Examples used are contemporary and relevant to the topics. * The content is original, accurate and well structured.	D: * Content is meaningful and relevant to the seminar topics and demonstrate a sound understanding of theory. * Examples used are recent and relevant to the topics. * The content is accurate and well structured.	C: * Content is relevant to the seminar topics and demonstrate understanding of theory. * Examples used are not too old and relevant to the topics. * The content is reasonably accurate and well structured.	P: * Content is somewhat meaningful and relevant to the seminar topics and demonstrate some understanding of theory. * Examples used are reasonable but sometimes old and not always directly relevant to the topics. * The content is inaccurate and not always well structured.	N: * Content does not reflect the seminar topics and demonstrate limited understanding of theory. * Examples used are sometimes old and/or not directly relevant to the topics. * The content is inaccurate and poorly structured.
HD: * Claims and ideas are always support with examples, references and evidence. * Consistent usage of hyperlinks to information within and outside of the blog. * The content is visually outstanding, with frequent use of multimedia and graphics. * No errors in spelling, grammar and punctuation	D: * Claims and ideas are well support with examples, references and evidence. * Frequent usage of hyperlinks to information within and outside of the blog. * The content is visually appealing, with frequent use of multimedia and graphics. * Only very minor errors in spelling, grammar and punctuation	C: * Claims and ideas are frequently support with examples, references and evidence. * Hyperlinks to information within and outside of the blog are used. * The content is visually appealing, with usage of multimedia and graphics. * Minor errors in spelling, grammar and punctuation	P: * Claims and ideas are not always support with examples, references and evidence. * Hyperlinks to information within and outside of the blog are sometimes used. * Multimedia and graphics have sometimes been used. * Errors in spelling, grammar and punctuation
HD: * The blog generates consistent discussions with a large number of followers throughout the semester. * High level of engagement and consistent and ongoing discussion with the audience.	D: * The blog generates consistent discussions with a number of followers throughout the semester. * Engagement is achieved and consistent discussion with the audience.	C: * The blog generates discussions with followers throughout the semester. * Engagement and discussion with the audience is achieved.	P: * The blog generates some discussion with followers during the semester. * Some engagement and discussion with the audience is achieved.
High Distinction (HD) 80-100%
1 day late: 10% penalty	Distinction (DI) 70-79%
2 days late: 20% penalty	Credit (CR) 60-69%
3 days late: 30% penalty	Pass (PA) 50-59%
4 days late: 40% penalty
5 days late: 50% penalty	High Distinction (HD) 80-100%: A High Distinction involves exceptionally clear understanding of course matter and appreciation of issues; well organised, formulated and sustained arguments; well thought out and structured diagrams; relevant literature referenced, and; evidence of creative insight and originality in terms of comprehension, application and analysis with at least some synthesis and evaluation.
6 days late: 60% penalty	Distinction (DI) 70-79%: A Distinction involves strong grasp of course matter and appreciation of key issues, perhaps lacking a little on the finer points; clearly developed arguments; relevant and well-structured diagrams; appreciation of relevant literature, and; evidence of creative and solid work in terms of comprehension, application, analysis and perhaps some synthesis.
7 days late: 70% penalty	Credit (CR) 60-69%: A Credit involves competent understanding of course matter and appreciation of some of the main issues though possibly with some gaps; clearly developed arguments; relevant diagrams and literature use, perhaps with some gaps; well prepared and presented, and; solid evidence of comprehension and application with perhaps some analysis.
8 days late: 80% penalty	Pass (PA) 50-59%: A Pass involves some appreciation of course matter and issues; work generally lacking in depth or breadth and with gaps. Often work of this grade comprises a simple factual description (i.e. basic comprehension) but little application or analysis. Work of this grade may be poorly prepared and presented. Investment of greater care and thought in organising and structuring work would be required to improve.
9 days late: 90% penalty
10 days late: 100% penalty

3/20/19

– The “Internet of Things”
– Big Data

MKTG:1415/1427 Week 8
Presented by Torgeir Aleti

IoT Definitions
• The pervasive presence of a variety of devices

– such as sensors, actuators, and mobile
phones – which, through unique addressing
schemes, are able to interact and cooperate
with each other to reach common goals
(Giusto et al., 2010).

• The billions of physical devices around the
world that are now connected to the
internet, collecting and sharing data (ZD Net)

• IoT encompasses everything connected to the
internet, but it is increasingly being used to
define objects that “talk” to each other
(Wired Mag.)

Driving forces behind IoT

• Rapid fall in cost of sensors and actuators

• Increased ease of connections to these
sensors

• Improved ability to access and analyse the
data generated

IoT: Smart everything

https://internetofthingsagenda.techtarget.com/definition/Inter
net-of-Things-IoT

A thing in the internet
of things can be a
person with a heart
m onitor im plant, a
farm anim al with
a biochip transponder,
an autom obile that
has built-in sensors to
alert the driver when
tire pressure is low or
any other natural or
m an-m ade object that
can be assigned an IP
address and is able to
transfer data over a
network.

“Nest”
• In early 2014, Google paid

US$3.2 billion for Nest. Why?

https://www.springer.com/gp/book/9781441916730

https://www.zdnet.com/article/what-is-the-internet-of-things-everything-you-need-to-know-about-the-iot-right-now/

https://www.wired.co.uk/article/internet-of-things-what-is-explained-iot

https://internetofthingsagenda.techtarget.com/definition/Internet-of-Things-IoT

https://internetofthingsagenda.techtarget.com/definition/thing-in-the-Internet-of-Things

https://internetofthingsagenda.techtarget.com/definition/injectable-ID-chip-biochip-transponder

https://whatis.techtarget.com/definition/sensor

3/20/19

https://www.statista.com/statistics/471264/iot-number-of-
connected-devices-worldwide/

Atzori, L., Iera, A. & Morabito, G. (2010). The Internet of Things:
A survey. Computer Networks, 54(15), 2787-2805.

Trackable sensors; Bluetooth vs. GPS
Still in its infancy;

Bluetooth has very limited range, while GPS has very
limited battery capacity. Assisted GPS; better battery
but needs a SIM card.

Examples; “Nearables” by Estimote
Apple’s iBeacon (since 2013).

How will marketers use the IoT?

http://blog.marketo.com/2015/04/infographic-the-marketing-power-of-the-
internet-of-things-connectivity-for-better-customer-interactivity.html

Wearable technology
• “electronic technologies or computers

that are incorporated into items of
clothing and accessories which can
comfortably be worn on the body”

Marketing implications of wearables
• Smaller screens – content needs to be

modified (“glanceable”)

• SEO: Single top result rather than full page
• Always connected – immediate

attention/response

• Location-specific promotion opportunities
• Increased data collection (multiple devices

and data types)

• Consumer ’s armed with information
• Pricing, product analysis

https://www.statista.com/statistics/471264/iot-number-of-connected-devices-worldwide/

https://en.wikipedia.org/wiki/IBeacon

http://blog.marketo.com/2015/04/infographic-the-marketing-power-of-the-internet-of-things-connectivity-for-better-customer-interactivity.html

3/20/19

Will IoT Benefit Us?
• A study of 1,606 experts (PewResearch); a number of

themes emerged:
1. (+) The Internet of Things and wearable computing will

progress significantly between now and 202

2. (-) The realities of this data-drenched world raise

substantial concerns about privacy and people’s abilities
to control their own lives

3. (+) Information interfaces will advance – especially voice
and touch commands

4. (-) There will be complicated, unintended
consequences: ‘We will live in a world where many
things won’t work and nobody will know how to fix
them.’

5. (-) The unconnected and those who just don’t want to
be connected may be disenfranchised

6. (+) Individuals’ and organizations’ responses to the
Internet of Things will recast the relationships people
have with each other and with groups of all kinds. The
internet welcomes everyone and everything (literally).

http://w w w.pew internet.org /2014/05/14/internet-of-things/

Background…
• Many of our daily activities are

leaving a digital “footprint”

• … a LOT of data!

Sources of Big Data
• Internal
• E.g. sensor data

• External
• E.g. social media

• Structured data
• Organised and searchable

• Unstructured data (95% of big data)
• Available as audio, images, video, and

unstructured text

Gandomi, A. & Haider, M. (2015) Beyond the hype: Big data concepts, methods, and analytics
Actions, International Journal of Information Management, Volume 35, Issue 2, Pages 137-144.

Eric Schmidt – ex-CEO, Google (2010)

• From dawn of civilization until
2003, humans created 5 exabytes
of data
• We are now creating that much

data every two days

http://www.pewinternet.org/2014/05/14/internet-of-things/

3/20/19

Definition
• “Datasets whose size is beyond the ability of

typical database software tools to capture,
store, manage, and analyse” (McKinsey, 2011)

• 3 V’s (Laney, 2001):
• Volume
• Velocity
• Variety

• More V’s (Gandomi & Haider, 2015)
• Veracity
• Variability (and complexity)
• Value

Bernard Marr (2015) “Big Data”, Wiley

Making sense of unstructured data
• Big data are worthless in a vacuum

• How?
• Machine learning
• Rules-based
• Manual Categorisation

• Who?
• Service-based
• Do it Yourself

Gandomi, A. & Haider, M. (2015) Beyond the hype: Big data concepts, methods, and analytics
Actions, International Journal of Information Management, Volume 35, Issue 2, Pages 137-144.

Marketing challenge…
• How can we convert big data into value?
• Text analytics
• Audio analytics
• Video analytics
• Social media analytics
• Predictive analytics

Gandomi, A. & Haider, M. (2015) Beyond the hype: Big data concepts, methods, and analytics
Actions, International Journal of Information Management, Volume 35, Issue 2, Pages 137-144.

Publicly-accessible big data
• Google Trends
• Google Public Data
• Gapminder
• ABS
• Other?
• Ask Bernard Marr

Some uses of big data
• “Segments of one” – micromarketing: Use

data to identify very small segments
• Tailor marketing mix specifically for individuals
• Increases relevance of product to customers

• Unusual associations (spurious
correlations)
• Credit card companies found that people who

buy anti-scuff furniture pads are highly likely
to make their payments.

http://harvardm agazine.com /2014/03/w hy-big-data-is-a-big-deal

Recommendation engines: Suggestions based on prior
interests and comparing with millions of others

https://www.google.com.au/trends/

http://www.google.com/publicdata/directory

Home

http://www.abs.gov.au/

http://www.smartdatacollective.com/bernardmarr/235366/big-data-20-free-big-data-sources-everyone-should-know

http://harvardmagazine.com/2014/03/why-big-data-is-a-big-deal

3/20/19
5

Consumer issues…
• Will big data increase marketers’

manipulation of consumers to purchase
things they don’t really want?
• Firms focusing on profit by capitalising on

irrational behaviour, e.g. sending an obese
person a promotion for donuts

• “Filter bubble” effect
• “… statistical methods write off the

outliers. But in human life it’s the outliers
who make things interesting and give us
inspiration.”
E li Pa rise r, (2 0 1 2 ). “ T h e Filte r B u b b le : H o w th e N ew Pe rso n a lize d
W e b is C h a n g in g W h at W e Re a d a n d H o w W e T h in k”, Pe n g u in
B o o ks.

Rya n C a lo (2 0 1 1 ). “ T h e B o u n d a rie s o f P riva cy H a rm ”, In d ia n a
Law Jo u rn a l, 8 6 (3 ) p p . 1 1 3 1 -1 1 6 2 .

If you’re not paying for it, you
are not the customer, you’re the
product being sold.

Had enough? Try the Google Opt-out village.

4/10/19

– Search &

Analytics

MKTG1415/1427 Week 9
Presented by Torgeir Aleti

What is a search engine?

• A tool used to search the www for information
• Previously lists of webservers (Edited by Tim

Berners-Lee, ceased in 1992)
http://www.w3.org/History/19921103-
hypertext/hypertext/DataSources/WWW/Servers.html

What is a search engine?

• Three basic components:
• Crawler (“bot”, “spider”)
• Index (massive database)
• Query processor (returns

SERP – Search Engine Results
Page – after querying the
index)

• Popularity of search engine
is determined by relevance
of results

How Google search works; https://www.youtube.com/watch?v=BNHR6IQJGZs

Ranking algorithm

• Location and frequency
of keywords on page
• HTML title tag
• Content
• Quality and relevance
• Number of other sites

linking to page
• Number of click-

throughs generated by
searches

http://en.wikipedia.org/wiki/PageRank

Search engine market share
– Desktop

http://marketshare.hitslink.com

Search Engine Share
Google 74.80%

Baidu 11.32%

Bing 8.08%

Yahoo! 3.37%

Yandex 1.26%

Ask 0.56%

DuckDuckGo 0.29%

Naver 0.12%

AOL 0.06%

Seznam 0.04%

Search engine market share
– Mobile

http://marketshare.hitslink.com

Search Engine Share
Google 80.79%
Baidu 16.64%
Yahoo! 0.95%
Bing 0.82%
Yandex 0.37%
Naver 0.16%
DuckDuckGo 0.13%
Ask 0.07%
AOL 0.02%
Dogpile 0.02%

http://www.w3.org/History/19921103-hypertext/hypertext/DataSources/WWW/Servers.html

http://en.wikipedia.org/wiki/PageRank

http://marketshare.hitslink.com/

4/10/19

Search Engine
Marketing (SEM)
• “Promoting an

organisation through
search engines to meet its
objectives by delivering
relevant content in the
search listings for
searchers and encouraging
them to click through to a
destination site”
(Chaffey et al, 2012).

Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy,
Implementation and Practice, 5th ed. Essex: Pearson Education.

Two key SEM techniques

• Search Engine Optimisation (SEO)
• Natural (organic) listings

• Paid search marketing
• Sponsored listings
• Pay-Per-Click (PPC)

Search Engine
Optimisation (SEO)
• “A structured approach

used to increase the
position of a company or
its products in search
engine natural or organic
results listings for
selected keywords or
phrases” (Chaffey et al,
2012)

Mobile;
only adds
will show.
Need
significant
scrolling
before
organic
search
shows
up!

THE SEVEN STEPS TO SEO FITNESS

1. Goals: Define Your Goals
2. Keywords: Identify Keywords
3. On Page SEO: Get Your Website to

“Speak Google”
4. Content Marketing: Create Quality

Content for Google and for Humans
5. Off Page SEO: Build Links, Leverage

Social Media, and Go Local
6. Metrics: Measure and Learn from

Your Results
7. Learn: Never Stop Learning!

McDonald (2019): SEO Fitness Workbook: The Seven Steps to Search Engine
Optimization Success on Google https://www.jm-seo.org/books/seo-fitness-workbook/

SEO Workbook

4/10/19

Approaches to SEO

• Search engine submission
• http://www.google.com/submityourcontent/index.html

• Index inclusion
• Ensure all pages are listed
• Check Web Analytics data
• Use “inurl:” or “site:” search to check

• http://www.googleguide.com/advanced_operators_reference.html

• Key phrase analysis
• What terms are your customers searching?
• See http://adwords.google.com/ko/KeywordPlanner/Home

Approaches to SEO (continued)

• Key phrase analysis – consider “qualifiers”:
• Comparison/quality: compare car insurance
• Adjective: cheap car insurance
• Intended use: high mileage car insurance
• Product type: holiday car insurance
• Vendor: aami car insurance
• Location: car insurance Melbourne
• Action request: buy car insurance

Approaches to SEO (continued)

• On-page optimisation
• Content of page will boost ranking,

however “search engine spamming”
will reduce ranking
• Google considers (>200 criteria!):

• Frequency
• Occurrence in headings
• Occurrence in anchor text of hyperlinks
• Mark-up such as bold
• Density (number of times)
• Proximity of phrase to start of

document
• Alternative image text
• Document meta-data

Approaches to
SEO (continued)
• External linking
• Google PageRank: A scale between 0

and 10, used by Google to assess the
importance of websites according to
the number of inbound links

• Strategies:
• Identify and create popular content

and services
• Identify potential partner sites
• Contact partner sites

• Internal linking!

http://en.w ikipedia.org /w iki/PageRank

Black Hat vs. White Hat Black Hat Techniques

• Hidden content
• Comment tags
• Small font / White text on white

background
• Meta keyword stuffing
• Meta description or meta keywords

• Doorway pages (cloaking) – redirection
• Link farming

http://www.google.com/submityourcontent/index.html

http://www.googleguide.com/advanced_operators_reference.html

http://adwords.google.com/ko/KeywordPlanner/Home

http://en.wikipedia.org/wiki/PageRank

4/10/19

White Hat Techniques
• Quality content!
• Appropriate use of titles and meta

data
• Keyword research
• Use keywords across all elements of

your pages
• Quality inbound links (e.g. to your

social media sites)

Google Algorithm
• Pandas, Penguins and Hummingbirds!

http://m oz.com /google-algorithm -change

So, does this mean
“SEO is Dead”?
• Dying: Link spamming

• Using automated tools to build thousands
of back links to a site

• Dying: Link networks
• Back link networks that build links to sites

automatically

• Dying: Content spinning
• Taking existing content, and using

software to ‘spin’ it by changing words
around, thus making it unique

• Dying: Press release spam
• Submitting press releases with every blog

post made, or whenever you have a good
dinner

https://w w w.im pactbnd.com /is-seo-dead

SEO is (now) all about…

• Content marketing
• Genuine, high quality content that

customers want
• Social media

• Customers are using SM to find websites

• Providing value
• TRUE value = lower bounce rates

• Mobile
• Poor mobile interface = lower ranking

• Back link quality
• Quality, not quantity!

https://w w w.im pactbnd.com /is-seo-dead

Paid Search Marketing (PPC)

• “A relevant text ad with a link to a
company page is displayed on the SERPs
when the user of a search engine types
in a particular phrase. A fee is charged
for every click of each link, with the
amount bid per click determining its
position.”
(Chaffey et al, 2012)

Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy,
Implementation and Practice, 5th ed. Essex: Pearson Education.

http://moz.com/google-algorithm-change

https://www.impactbnd.com/is-seo-dead

4/10/19

Also pay-per-click (PPC)
Content Networks
• Contextual ads on third-party sites
• Approximately 1/3 of Google’s revenue
• http://www.google.com/ads/publisher/

What about Position in PPC?

• Auction: Highest bid
• Plus: Quality score
• Click-through rates
• Relevance of keyword to destination site content
• User engagement (bounce rates)

• See
https://adwords.google.com/ko/KeywordPlanner/Home

Analytics

Definition, analytics
• Techniques used to assess and

improve the contribution of e-
marketing to a business, including
reviewing traffic volume, referrals,
clickstreams, online reach data,
customer satisfaction surveys,
leads and sales.

Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy,
Implementation and Practice. Essex: Pearson Education.

The impact of Marketing Analytics

• Deployment of Marketing
Analytics:
• Firms attain favourable and

sustainable performance outcomes

• If competition is high, and
consumer preferences is rapidly
changing, analytics are even more
important

Germann, F., Lilien, G.L. & Rangaswamy, A. (2013). Performance
implications of deploying marketing analytics. International
Journal of Research in Marketing, 30, 114-128.

Requirements for Successful
Analytics Deployment

• Support from top management
• A supportive analytics culture
• Appropriate data
• IT support
• Analytics skills

Germann, F., Lilien, G.L. & Rangaswamy, A. (2013). Performance
implications of deploying marketing analytics. International
Journal of Research in Marketing, 30, 114-128.

http://www.google.com/ads/publisher/

https://adwords.google.com/ko/KeywordPlanner/Home

4/10/19

“You can’t manage what you
can’t measure”
Bob Napier – CIO, HP, 1960’s

Website Design for
Analysis Techniques
• Websites needs to be designed

for analysis. This can be done
by;

• Breaking up a long page into
different parts

• Group content by audience type
or buying decision

• Measure attrition at different
points in a customer journey
(e.g. exit points on a five-page
buying cycle)

• A single exit page to linked sites

Chaffey et al (2012)

A/B Testing

https://en.wikipedia.org/wiki/A/B_testing

What to test?

• The call to action (i.e. the buttons)
wording, size, colour and placement
• Headline or product description
• Form length and type of fields
• Layout and style of website
• Product pricing and promotional

offers
• Images on landing and product pages
• Amount of text on the page (short vs.

long)
• Other…?

Source: https://vwo.com/ab-testing/

“Top 5 Metrics You’re
Measuring Incorrectly”

• Unique Visitors
• Multiple devices!

• Conversion rates
• As a result of above

• Engagement metrics (e.g. time spent)
• Two devices, shows as two users with

low engagement
• Total global audience
• Mobile device usage

• Viewable impressions

https://www.comscore.com/Insights/Blog/Top-5-Metrics-You-re-Measuring-Incorrectly

Google Analytics

• A “page tag” is added onto every page of a
website:
• JavaScript code
• Collects visitor data
• Sends back to Google for processing

• Tracks visitors from all referrers:
• Search engines, ads, PPC networks, emails, links

within documents

https://en.wikipedia.org/wiki/A/B_testing

https://vwo.com/ab-testing/

https://www.comscore.com/Insights/Blog/Top-5-Metrics-You-re-Measuring-Incorrectly

4/10/19

Facebook Page Insights
• A “dashboard” to track activity

and fans of a Facebook page
• Page Likes
• Post reach (number of unique

people who have seen any of your
page content)

• Engagement (number of unique
people who have clicked, liked,
commented on or shared your
content)

https://www.facebook.com/help/794890670645072/?helpref=hc_fnav

Measuring what
matters in Social Media
• Growth and Engagement Metrics
• It’s not about “how many”, but “how

engaged”

• Content Strategy Metrics
• Are your strategies working (e.g. are

people sharing your content)?

• Audience Quality Metrics
• Returning users
• Shares/retweets

https://www.comscore.com/Insights/Blog/Measuring-What-Matters-in-Social-Media

The Engagement Food Chain

Source: Sterne, J. (2010). “Social Media Metrics”, p.109. http://moz.com/beginners-guide-to-social-media/metrics-and-roi

With any data you’re collecting, whether it be quantitative
or qualitative, the most important things to ask yourself
are “What can I do with this?” and “What are my
insights?” If you can’t do anything with your data and
you’re not gleaning actionable business takeaways from it,
then you should question why you’re measuring it in the
first place.

https://www.facebook.com/help/794890670645072/?helpref=hc_fnav

https://www.comscore.com/Insights/Blog/Measuring-What-Matters-in-Social-Media

http://moz.com/beginners-guide-to-social-media/metrics-and-roi

12/28/

Social Media Marketing:
Past, present and future

MKTG1415/1427: Seminar

Presented by Torgeir Aleti

Internet Timeline:

Internet Timeline

• A brief history of the internet and Web
2.0

• See Hobbes’ Internet Timeline
• Archive-name: Hobbes’ Internet Timeline

Version: 8.2

• Archive-location:
http://www.zakon.org/robert/internet/
timeline/

1980s: Newspapers online?

Internet Timeline

• 1990
• First website (http://info.cern.ch)
• First internet service provider – The World

(http://world.std.com)

• 199

• CERN (European Organisation for Nuclear Research)

announces that the www would be free for anyone
• US Whitehouse comes online
• First commercial websites appear

• 199

• First commercial spam

• Canter & Siegel law firm “Green Card lottery”
• Feb 1995: Commercial spamming on behalf of clients –

Cybersell – sell.com

First banner ad sold on hotwired.com on 25 October 1994 (www.mashable.com/2013/08/09/first-
banner-ad/) Alcopop or AT&T?

http://www.zakon.org/robert/internet/timeline/

http://info.cern.ch/

http://world.std.com/

http://www.mashable.com/2013/08/09/first-banner-ad/

12/28/18

Internet Timeline: 1994

• Jerry Yang & David Filo:
• Jerry and David’s Guide to the World Wide Web (January)
• Yet Another Hierarchical Officious Oracle (April)

Internet Timeline: 199

Internet Timeline: 1998 Internet Timeline: 2001

Internet Timeline: 2004

What is Web 2.0?

• A buzz-word!
• Interaction – an attitude
• A perceived second-generation of

web-based communities and
services that facilitate
collaboration and sharing
between users
• Consistent with Tim Berners-Lee’s

vision

12/28/18
3

What is Web 2.0?

“Web 2.0 is the network as platform, spanning all
connected devices; Web 2.0 applications are
those that make the most of the intrinsic
advantages of that platform: delivering software
as a continually-updated service that gets better
the more people use it, consuming and remixing
data from multiple sources, including individual
users, while providing their own data and
services in a form that allows remixing by others,
creating network effects through an
“architecture of participation,” and going beyond
the page metaphor of Web 1.0 to deliver rich
user experiences.”
Tim O’Reilly, O’Reilly Media, 2004

Web 2.0 is fundamentally about…

• User-generated content

• Marketing: “CGM” –
“Consumer-generated media”

• “Social Media”!

Top web sites

• http://www.alexa.com/topsites Social Media

What is “Social Media”?

https://w w w.youtube.com /watch?v=likKsLON2rM

Socialnom ics: How Social M edia Transform s the Way We Live
and Do Business By Erik Q ualm an. $2.5 m illion copies sold
worldw ide in 8 languages.

http://www.alexa.com/topsites

12/28/18
4

Social media adoption by business

• A study by University of Massachusetts Dartmouth
(2015) found that:

• Over the last 8 years, the fastest growing private US
companies (inc.500) outpacing the revenue-based
Fortune 500 in their use of social media.
• The adoption curves for different social media differs:

• E.g. Inc. 500 were outpacing the revenue-based Fortune 500
in their use of blogs.

• Source: https://www.umassd.edu/cmr/social-media-
research/2018-inc-500/

Some applications

• Wikis – editable websites
• Collaboration (Assume all people are good/equal;

http://www.wired.com/2015/03/wikipedia-sexism/)

• Blogs (“web log”) – website with entries made
and displayed in reverse chronological order

• Text, images, links, media
• Interactive comments

• Microblogs – e.g. Twitter
• Social software – collaborative applications

• An online community – connections, collaboration,
social

• Instant messaging, Facebook, YouTube, W hatsApp,
virtual worlds

Classification of SM platforms by their
purpose

Tuten & Solomon, 2018

Social Community & Social Publishing

§ Publishing:
– Channels focused on dissemination

of content
– Vehicles include blogs,

microblogging sites, media sharing
sites, wikis etc.

§ Com m unity:

– Channels of social m edia focused on relationship
building and m aintenance am ong people sharing
com m on interests / identity

– Vehicles include social netw orking sites, m essage
boards and forum s

Social Commerce & Social Entertainment

§ Entertainment:
– Channels focused on entertainment
– Vehicles include gaming sites, virtual

worlds and entertainment
communities

§ Com m erce:

– Channels of social m edia focused on facilitating
com m ercial transactions

– Vehicles include review & rating sites, deal
sharing sites etc.

Kaplan & Haenlein (2010),
Classification of Social Media by
Social Presence/Media Richness and
Self-presentation/Self-disclosure

https://www.umassd.edu/cmr/social-media-research/2018-inc-500/

http://www.wired.com/2015/03/wikipedia-sexism/

12/28/18
5

Learnings from early “travellers” in SM

1. Challenge old ways of thinking on
community engagement

Unify and embed

3. The move to strategy
4. Not free, resource heavy

KPMG (2011)

Challenge old ways of thinking on community
engagement

• It’s the consumers’ space, so use their
language and communication
• Use personal, rather than formal

business language
• Immediate, 24/7 availability
• This is no place for press releases and

corporate websites

KPMG (2011)
Unify and embed

• Develop a consistent voice
• Consider using internal social

networks to connect staff
• Importance of employee training
The move to strategy
• Often top-level strategy is driven

from below, rather than top-down

KPMG (2011)

Not free, resource heavy
• SM is resource-intensive
• Requires far more input and effort

than most organisations
anticipate
• 24/7 expectations of customers is

changing business practice

KPMG (2011)

Advice for companies using social media

• Using media
1. Choose carefully
2. Pick the application, or make

your own
3. Ensure activity alignment
4. Media plan integration
5. Access for all

29
Kaplan & Haenlein (2010)

Advice for companies using social media
• Being social

1. Be active – take the lead, create relationships
2. Be interesting – listen, and enable others to contribute
3. Be humble – learn how to use the platform
4. Be unprofessional – be personal and fun
5. Be honest – e.g. wikipedia ≠ advertising

30
Kaplan & Haenlein (2010)

12/28/18

“Keep it Simple and Shareable”

• Circles represent when social consumers are active
online, columns represent when brands post on
Facebook

32Source: Buddy Media, “Strategies for Effective Wall Posts: A Timeline Analysis”, Sept 2012.http://socialmediatoday.com/gonzogonzo/1695916/content-marketing-kiss-keep-it-significant-and-shareable

https://www.youtube.com/
watch?time_continue=2&v=
hgWie9dnssU

This week’s industry reading

http://socialmediatoday.com/gonzogonzo/1695916/content-marketing-kiss-keep-it-significant-and-shareable

12/28/

Social Media Marketing:
Past, present and future

MKTG1415/1427: Seminar

Presented by Torgeir Aleti

Internet Timeline:

Internet Timeline

• A brief history of the internet and Web
2.0

• See Hobbes’ Internet Timeline
• Archive-name: Hobbes’ Internet Timeline

Version: 8.2

• Archive-location:
http://www.zakon.org/robert/internet/
timeline/

1980s: Newspapers online?

Internet Timeline

• 1990
• First website (http://info.cern.ch)
• First internet service provider – The World

(http://world.std.com)

• 199

• CERN (European Organisation for Nuclear Research)

announces that the www would be free for anyone
• US Whitehouse comes online
• First commercial websites appear

• 199

• First commercial spam

• Canter & Siegel law firm “Green Card lottery”
• Feb 1995: Commercial spamming on behalf of clients –

Cybersell – sell.com

First banner ad sold on hotwired.com on 25 October 1994 (www.mashable.com/2013/08/09/first-
banner-ad/) Alcopop or AT&T?

http://www.zakon.org/robert/internet/timeline/

http://info.cern.ch/

http://world.std.com/

http://www.mashable.com/2013/08/09/first-banner-ad/

12/28/18

Internet Timeline: 1994

• Jerry Yang & David Filo:
• Jerry and David’s Guide to the World Wide Web (January)
• Yet Another Hierarchical Officious Oracle (April)

Internet Timeline: 199

Internet Timeline: 1998 Internet Timeline: 2001

Internet Timeline: 2004

What is Web 2.0?

• A buzz-word!
• Interaction – an attitude
• A perceived second-generation of

web-based communities and
services that facilitate
collaboration and sharing
between users
• Consistent with Tim Berners-Lee’s

vision

12/28/18
3

What is Web 2.0?

Web 2.0 is fundamentally about…

• User-generated content

• Marketing: “CGM” –
“Consumer-generated media”

• “Social Media”!

Top web sites

• http://www.alexa.com/topsites Social Media

What is “Social Media”?

Socialnomics: How Social Media Transforms the Way We Live
and Do Business By Erik Qualman. $2.5 million copies sold
worldwide in 8 languages.

http://www.alexa.com/topsites

12/28/18
4

Social media adoption by business

• A study by University of Massachusetts Dartmouth
(2015) found that:

• E.g. Inc. 500 were outpacing the revenue-based Fortune 500
in their use of blogs.

• Source: https://www.umassd.edu/cmr/social-media-
research/2018-inc-500/

Some applications

• Wikis – editable websites
• Collaboration (Assume all people are good/equal;

http://www.wired.com/2015/03/wikipedia-sexism/)

• Blogs (“web log”) – website with entries made
and displayed in reverse chronological order

• Text, images, links, media
• Interactive comments

• Microblogs – e.g. Twitter
• Social software – collaborative applications

• An online community – connections, collaboration,
social

• Instant messaging, Facebook, YouTube, WhatsApp,
virtual worlds

Classification of SM platforms by their
purpose

Tuten & Solomon, 2018

Social Community & Social Publishing

§ Publishing:
– Channels focused on dissemination

of content
– Vehicles include blogs,

microblogging sites, media sharing
sites, wikis etc.

§ Community:

– Channels of social media focused on relationship
building and maintenance among people sharing
common interests / identity

– Vehicles include social networking sites, message
boards and forums

Social Commerce & Social Entertainment

§ Entertainment:
– Channels focused on entertainment
– Vehicles include gaming sites, virtual

worlds and entertainment
communities

§ Commerce:

– Channels of social media focused on facilitating
commercial transactions

– Vehicles include review & rating sites, deal
sharing sites etc.

Kaplan & Haenlein (2010),
Classification of Social Media by
Social Presence/Media Richness and
Self-presentation/Self-disclosure

https://www.umassd.edu/cmr/social-media-research/2018-inc-500/

http://www.wired.com/2015/03/wikipedia-sexism/

12/28/18
5

Learnings from early “travellers” in SM

1. Challenge old ways of thinking on
community engagement

Unify and embed

3. The move to strategy
4. Not free, resource heavy

KPMG (2011)

Challenge old ways of thinking on community
engagement

• It’s the consumers’ space, so use their
language and communication
• Use personal, rather than formal

business language
• Immediate, 24/7 availability
• This is no place for press releases and

corporate websites

KPMG (2011)
Unify and embed

• Develop a consistent voice
• Consider using internal social

networks to connect staff
• Importance of employee training
The move to strategy
• Often top-level strategy is driven

from below, rather than top-down

KPMG (2011)

Not free, resource heavy
• SM is resource-intensive
• Requires far more input and effort

than most organisations
anticipate
• 24/7 expectations of customers is

changing business practice

KPMG (2011)

Advice for companies using social media

• Using media
1. Choose carefully
2. Pick the application, or make

your own
3. Ensure activity alignment
4. Media plan integration
5. Access for all

29
Kaplan & Haenlein (2010)

Advice for companies using social media
• Being social

30
Kaplan & Haenlein (2010)

12/28/18

“Keep it Simple and Shareable”

• Circles represent when social consumers are active
online, columns represent when brands post on
Facebook

https://www.youtube.com/
watch?time_continue=2&v=
hgWie9dnssU

This week’s industry reading

http://socialmediatoday.com/gonzogonzo/1695916/content-marketing-kiss-keep-it-significant-and-shareable

2/14/19

Mobile Marketing
MKTG1415/1427 Week 7
Presented by Torgeir Aleti

Mobile Marketing Defined

• Kaplan (2014)
• “any marketing activity conducted

through a ubiquitous network to which
consumers are constantly connected
using a personal mobile device.

• Shankar and Balasubramanian
(2009)
• “the two-way or multi-way

communication and promotion of an
offer between a firm and its customers
using a mobile medium, device, or
technology,”

Why is mobile important?

• “Mobile is happening faster than all
of our internal predictions.”
• Eric Schmidt (2011)

• According to the Yellow Social
Media Report (2018), more
Australians own a smartphone
(87%) than a laptop (76%).

• 74% use smartphones to access
social media (laptops 49%)
• 60% used desktop and 34% used

smartphone to access social media in
2011.

Source: http://mashable.com/2011/02/28/schmidt-mobile-growth/

Why is mobile marketing different?
• Becker (2016): Businesses and

marketers don’t need a mobile
marketing strategy. Rather, their
strategy needs mobile.
• Mobile and digital have fundamentally

changed consumer behaviour forever.
Successful marketing strategies today
start with customer insight.

• Mobile marketing is:
• Personal (devices are seldom shared!)
• Interactive
• Time relevant
• Location independent (Kaplan, 2012)

How is mobile different?

• Location of search
• More local intent
• Time sensitive
• The device – capabilities
• The device – limitations
• Voice search
• Search by image and visual search
• Mobile apps

So u rce : h ttp s://m o b ifo rge .co m /n e w s-co m m e n t/th e -1 0 -w ays-m o b ile -se arch -d iffe re n t-im p licatio n s-yo u r-m o b ile -w e b se arch -strate gy

Does almost everyone have a phone?

Source: ITU World Telecommunication / ICT Indicators database

https://www.sciencedirect.com/science/article/pii/S1094996816300019

https://www.sciencedirect.com/topics/psychology/mobile-medium

http://mashable.com/2011/02/28/schmidt-mobile-growth/

https://www.cmo.com/opinion/articles/2015/12/9/quick-chat-michael-becker-mcordis.html

https://mobiforge.com/news-comment/the-10-ways-mobile-search-different-implications-your-mobile-websearch-strategy

https://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

2/14/19

“Fourth Screen”

https://vimeo.com/43641044,
https://mediumsandmessages.org/2017/11/14/fourth-screens/

• 1st screen: movie theatres (The Silver Screen),
• 2nd screen: Televisions transported The Silver Screen

to living rooms.
• 3rd screen: Computers gave us access to the

Internet; an entire new world of information
available to the average person.

• 4th screen: In our pockets – back into the ‘real world’

Source: https://www.visualcapitalist.com/how-long-does-it-take-to-hit-50-million-users/

Product / Technology Time it Took to Hit 50 Million Users
Airlines 64 years

Automobiles 62 years

Telephone 50 years

Electricity 46 years

Credit Cards 28 years

Television 22 years

ATMs 18 years

Computers 14 years

Mobile Phones 12 years*

Internet 7 years

Facebook 4 years

WeChat 1 year

Pokemon Go 19 days

* Smartphones were much faster. E.g. Apple reached 50M after 2 years and 9
months on April 8, 2010 From the original iPhone’s launch on June 29, 2007.

Source: https://www.kleinerperkins.com/

https://vimeo.com/4364104

https://mediumsandmessages.org/2017/11/14/fourth-screens/

How Long Does It Take to Hit 50 Million Users?

https://www.imore.com/50-million-iphones-sold-35-million-ipod-touches-85-million-iphone-os-devices

https://www.kleinerperkins.com/

2/14/19

From pope to pope… Mobile device is not a simple product!
• Converging hardware:
• GPS
• Cameras
• Bluetooth
• PDAs
• Tablet PCs
• Gaming
• Public touchscreens

• Converging software:
• Messaging (SMS / MMS)
• Apps
• Email
• Voice / IVR
• Location Based Services

(Bluetooth, NFC, iBeacon)

• Mobile internet
• Device-resident portals
• Passbook
• Wallet

Mobile Marketing Tools

• Mobile Ads
• Mobile Coupons
• Mobile Websites
• Mobile Apps
• Location Based Mobile Marketing
• Mobile Payments

Kaplan, Andreas M . (2012). “If you love something, let it go mobile: M obile marketing
and mobile social media 4×4. Business Horizons, Vol. 55(2), 129-139

Classification of mobile marketing application

Mobile Ads (strangers or groupies)
• Mobile banners and displays
• Mobile PPC
• Idle screen advertising
• In-game advertising

• A big usability challenge:
• Migrating existing services to devices

with small screens and tiny keyboards

• Consumers often accept this in
exchange for free apps.

Mobile Coupons (groupies, victims or patrons?)

2/14/19
4

Common features of successful apps
• Solve a problem

• Being amused or entertained is not enough. The app needs to have a
purpose

• Easy to Use
• Consumers are too busy to learn; must be able to use right away

• Update Frequently
• To keep consumers engaged, you need to provide new features

• Built for Native Platform
• Think Facebook, WhatsApp…

• Make a Business
• Think Airbnb, Uber, eBay

• Kind to Phone Battery
• Check the battery consumption of your phone and you will find that the

best apps have consumed least battery power.
• Free

• Looks like fee has won. Look for in-app purchases or freemium options.
Sources: https://www.forbes.com/sites/gabrielshaoolian/2017/06/07/5-mobile-app-features-your-
customers-want/#11e198e647bf; https://www.octalsoftware.com/blog/successful-apps-common-feature;
https://liquid-state.com/ingredients-successful-mobile-app/; https://techbeacon.com/app-dev-testing/5-
secrets-mobile-app-success-top-design-firms

Kaplan, Andreas M . (2012). “If you love something, let it go mobile: M obile marketing and mobile
social media 4×4. Business Horizons, Vol. 55(2), 129-139

Classification of mobile social media
applications

Kaplan, Andreas M . (2012). “If you love something, let it go mobile: M obile marketing
and mobile social media 4×4. Business Horizons, Vol. 55(2), 129-139

Figure 1. Mobile social media advice
Successful Branded Mobile Apps – Starbucks

Sources: https://appsamurai.com/mobile-app-success-story-starbucks-app/,
https://www.fastcasual.com/blogs/mcdonalds-starbucks-dominos-pizza-dunkin-donuts-which-
has-the-best-app/

• Rewards
• Orders
• Music
• Payment
• Omnichannel Marketing
• Location-Based Services
• User-Generated Content

Successful Branded Mobile Apps – Nike+
• Free And Simple
• Personalization and More Personalization
• Challenges
• The More, The Merrier
• NRC Success Stories

Source: https://appsamurai.com/mobile-app-success-story-nike-run-club/

Successful Branded Mobile Apps – TripAdvisor

Source: https://econsultancy.com/tripadvisor-new-social-app-future-travel/

• A more social travel experience
• Solving problems for customers
• A personal travel agent

https://www.forbes.com/sites/gabrielshaoolian/2017/06/07/5-mobile-app-features-your-customers-want/

https://www.octalsoftware.com/blog/successful-apps-common-feature

15 Key Ingredients for a Successful Mobile App

https://techbeacon.com/app-dev-testing/5-secrets-mobile-app-success-top-design-firms

https://appsamurai.com/mobile-app-success-story-starbucks-app/

https://www.fastcasual.com/blogs/mcdonalds-starbucks-dominos-pizza-dunkin-donuts-which-has-the-best-app/

https://appsamurai.com/mobile-app-success-story-nike-run-club/

Is TripAdvisor’s new social app the future of travel?

2/14/19

Location based marketing