Week 3 Reflection-Kristen Nosky

During the third week of class we learned and discussed the following items:

  • Google Analytics: Our professor signed us into a Google Analytics account and explained how marketing campaigns were organized and what type of analytics are measured through this service.
  • Content Posting Platforms: We discussed different platforms that can be used to post to either one or multiple Facebook pages. Services included: Hootsuite, HubSpot, Yext and Vendasta.
  • Our class discussed weather we think digital marketing is strategic or tactical. I think digital marketing is strategic because if you thoroughly think through how to implement a digital marketing plan, there will be objectives, strategies and tactics.
  • During this class we also discussed each of the communities that we had found online and different benefits that the community offered.
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Reflection Week 5

During the 4th week of class we reviewed how to write a blog correctly and some of the fundamental elements that need to be included. We also reviewed the blogs that we had written about communities with out classmates, which was really interesting since we had each researched and blogged about very different communities. One of our classmates discussed a community called behance.net which allows artists to display and sell their artwork. The artwork on this website has a really unique look to it, which I thought was pretty cool, especially since I am in the market for a couple of paintings! We also review value propositional and the professor made sure that we all understood that this meant and how to write one.

Let’s Make You a Believer

The Road To My Career

When I graduated from college I didn’t really know where I wanted to live, or what I wanted to do. I had graduated with a degree in Communications, which is kind of like saying I like American food. Unspecific and vague to say the least! After living in Australia, working at a multiple restaurants and and insurance brokerage I stumbled into a position at CooperVision as a Digital Marketing Consultant. At first I joked with my friends and family that I got to play on Facebook all day, but was quick to find the depth, complexity and effectiveness that digital marketing provides.

What I Learned 

Although I continue to work in digital marketing, I was excited to take Digital Marketing class because there is sooo much to learn in this field! You may think you have a good grasp on everything one day, and then Google will make an algorithm change and then ya don’t! I don’t have the opportunity to design websites at work, so I thought it was really interesting to look at Google Analytics and learn how to create different campaigns to keep track of each marketing campaign that was setup.

But The Final Presentations! 

Okay, so no one gets excited about creating a final presentation, or a marketing plan and with that point, I will say that I certainly was not excited about this assignment. However, as time consuming and mind boggling and this exercise may be, it is extremely helpful going back to what we learned in 505 and creating a digital marketing plan for a company other than our client. This really helped to solidify the process in my mind and also reminded me of a few things that we had learned in the more fundamental classes. Super super helpful!!

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Meet quarter end with a Blog?

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Meet quarter end with a Blog?

How many sales managers or marketing managers recall the phone call two weeks before quarter end and the company is 10% short on the revenue budget and the bosses are looking for sales, and from anywhere. All of a sudden you start the aggressive conference calls finding out which region has a full pipeline to tap, what rep has prospects that can take product early, what program can be launched in two weeks, and even yes – team you better hit your objective this quarter or you may not be here for the next one.

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If you heard, Johnny from the Allentown market comment he had five registered users on his blog that posted last week they were interested in participating in a pilot program for a 10% discount and a 12 month term, and they said they could sign ASAP. You would kiss Johnny on the forehead then say; what the heck is a blog?

Benefits of blogs or microsites or forums or whatever you want to call them today?

Yes, this technology moves fast and so do the names. A community site using digit marketing can be a match made in heaven for exchanging goods. Providing the proper discussion topics, intellectual feedback and two way conversation to a very targeted market that has similar interests; could there be a better marketplace? In addition, traditional marketing typically told you what to do, however community sites educate you on how to make the best decisions, so listen and learn, then produce the best product for the best price to meet the customer at the right time at the right place to consider your product. By the way, if you educate the customer on something that may not lead to an immediate sale, trust is built, and trust wins deals!

Is traditional marketing that different from digital marketing?

Yes, but just like personal selling was different from newspaper advertising or then direct mail or then telesales and on and on. Digital marketing is very different from traditional marketing, however similar principles apply and if you do not sharpen your skills and add digital marketing to your tool kit, you will be left behind. Hubspot.com helped us.

These leads stink!

That’s the goal, to eliminate non-qualified, non-interested, and non-potential customers from the sales guys list. That’s right, no more mass direct mail, outbound dialing for dollars or blind email. Digital marketing provides the means to create deeper engagement and interaction with a company to form deeper relationships. Sounds similar to the courtship process? It is!

People communicate very differently today, so since the marketing and sales process is a mirror into how people interact and communicate, it’s time to get on the same page. Either a website, or social site, or email distribution, or webinar, or download, or blog, or search engine, you get the point!

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The new sales cycle.

..is more challenging, takes longer but lasts longer, involves more steps, takes more contacts, and the more education you provide to a prospect – they may appreciate that, and buy something from you!

NextSteps in Reaching Consumers

NextStep in Reaching Consumers

When we first started this cohort I figured I had a general working knowledge and was fairly savvy in digital marketing but I quickly learned the knowledge I had was not even a fraction of what digital marketing really is. I had an understanding that businesses needed to have a digital marketing strategy which include the basics such as accessible websites, activity on social media channels such as Facebook, Instagram, Twitter, etc. I did not realize how much of an effect digital marketing played in the role of driving sales and profit. My three biggest take -a-ways from this class that I will directly use in my integrated marketing plan for our client are, the use of Facebook paid advertisements, direct email marketing and the use of YouTube in an effort to gain brand awareness and show the inner workings of the business.

Facebook

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I think utilizing Facebook as means of marketing to potential consumers is very vital because many people in today’s society use Facebook. Facebook provides a means to reach a huge consumer market. For our client, my target market is generally mothers/ parents of high school students and also the student themselves, which a majority are connected on Facebook. Facebook proves to be an affordable tactic to reach these consumers and there are metrics to measure the success of your digital marketing campaign. Facebook allows you to see how well the business activities are doing and you can monitor your effectiveness and make changes as necessary.

Direct Email

Just think, how many times a week or day even do you get emails from businesses offering promotions or directing you to their website? I can honestly say I receive around 10 a day. Do I actually look at them all? No, I typically will delete them. And that is the challenge that email marketers have is trying to find good content and a good subject to put into an email blast so that consumers will open the email in hopes of driving traffic to their business. Email marketing I always thought was “old school” until I learned that it is one of the best ROI’s in the digital marketing world. I will incorporate direct email blasts for our client weekly offering promotions of services and workshops in hopes of increasing consumer traffic and a higher conversion rate.

YouTube

YouTube is my go to when I have a little down time as it is for many people. Actually, almost one billion people per month visit YouTube and watch nearly 6 billion hours of videos. As a business owner I would want my business on YouTube in hopes of raising my brand awareness. YouTube now offers an analytics portion to their advertising so as a marketer can see how well your ad is performing. Also you can control your daily budget, only spending when someone actually interacts with your ad. Another very useful feature is that YouTube allows you to target specific ages, gender, location, and interests so for my client I will make a targeted campaign to the mothers and high school graduates.

The more you know!

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No matter how much you think you know, there is always more to learn. That’s what I found out in my time over the past few weeks in this class. In my past few jobs I did dabble in a bit of digital marketing; Facebook promotions, SEO, email marketing, etc. I knew there was more to learn, but I never imagined all that I would.

During the class I got a much greater depth knowledge or Google analytics and Adwords. This has helped so much. In my current job we work with vendor partners who run Adwords campaigns for us. I knew that we would have an ad that was up on Google, but that was the extent of how I knew it worked. Now I know that what we are paying for are the words we are bidding on within the campaigns we are running, as well as setting the time of day and geography. This gives me a lot more knowledge when we are discussing with the vendors new campaigns to run, how to select the words we are bidding on, as well as for our target markets when we want to run these campaigns.

With analytics, we can now track on our website what is working and what isn’t. I knew what was good and what wasn’t on analytics before, however I never really knew how to explain it to others. I just knew what was good and what wasn’t. After our analytics class I was able to cooperate with the girls in my office to make a presentation to explain how analytics work to our management. Since we could explain that we were losing people from the front page with no call to action, and then SHOW that we were losing people. The ability to then show them what was happening off our website because of a lack of call to action was remarkable.

BloggingI got to learn more about blogs. I use to blog a lot and we have one that we run as work. The tips and tricks that I have learned to make a better blog are phenomenal. Not only has my personal blogging gotten better, but I have been able to successfully give tips to the engineers at work. When we started the blog at work, the engineers were writing full essays. Multiple pages, no headers, no breaks, just pages of technical writing. Now, they have headers, shorter posts, fun interaction questions, and a readable blog that is growing each day.

From everything that I have learned I’ve got a lot of ideas buzzing around for NextStepU that they are not utilizing. They could do a lot of work with Adwords to boost their brand awareness as well as a lot more with social media that would be helpful to part of the target market. I think with using some of these techniques that were learned, a very strong digital plan could be used with NextStepU that would be far more effective then traditional media plans. I am really excited to move forward and get working on our full marketing plans for NextStepU.

You are what you post you are

faculty03When I first looked at this course I had an idea of what it might be and it was nothing like i thought. I thought it would dig deeper into the digital marketing channels such as SEO, SEM, and web. We did cover a bit of those elements but not as in depth as i thought we would. We dug deeper into things such as Facebook and Twitter marketing. What i took away from that was great. I was able to see a behind the scenes look at what social media marketing is in today’s marketing world. Social media is much more than just “did my post get a like”.

Another huge element on what we covered was blogging. I have never blogged before. I read blogs almost everyday but i have never written one. At first it was strange because i felt like i had to write the blog the same way i wrote every other paper in school. That was partially true but with blogs i need to add a little more of me in them. I shouldn’t be afraid to write like I am having a conversation. A blog should reflect what i think and i should communicate it like i would. This was the difficult part. I had to balance getting what i was trying to say across in my own voice all the while keeping it professional so that what i am saying is believable and respected.

The last part that i liked about this course was the final project. So many times professors make final projects very dry and not enjoyable. This was not the case with this final project. We were able to pick our own topic and our own issue we had to solve. This made it not only challenging but enjoyable. The overall client project was given to us and we have to do it. I for one love a challenge so it is partially enjoyable to me but at times it is challenging to stay motivated. In addition to that the overall project we can not use our own voice. We need to keep it super professional and can not stray. I think writing blogs was very helpful because it broke down walls. Sometimes when you do something different it can refresh your mind and actually make you more creative, this is the case with writing blogs.

The very last part of the class that i enjoyed was the professor. Although at times it was challenging, she brought energy to class. I knew that every night we were in class it would not be a boring lecture with a monotone voiced profession. So many times i have been in a class with a Ferris Bueller professor and made me want to fall asleep. This class was not that. I am hopefully that going forward the professors we have will have the energy and excitement of this class. If that is the case then it will not only make the class more enjoyable but it will help me retain the information.