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Internet Marketing Essential Notes

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by: April Qiu

Internet Marketing Essential Notes TSTD 6296

Marketplace > George Washington University > Tourism > TSTD 6296 > Internet Marketing Essential Notes
April Qiu

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About this Document

This is the note for understanding Chapter one of the textbook faster and help you succeed in any quiz regarding the textbook.
Tourism Information Mgt System
Dr. Stuart Levy
Study Guide
Marketing, Digital Marketing, Tourism, Hospitality
50 ?




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1 review
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"Killer notes! I'm stoked I can finally just pay attention in class!!!"
Damion Reinger PhD

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This 5 page Study Guide was uploaded by April Qiu on Sunday January 24, 2016. The Study Guide belongs to TSTD 6296 at George Washington University taught by Dr. Stuart Levy in Spring 2016. Since its upload, it has received 49 views. For similar materials see Tourism Information Mgt System in Tourism at George Washington University.


Reviews for Internet Marketing Essential Notes

Star Star Star Star Star

Killer notes! I'm stoked I can finally just pay attention in class!!!

-Damion Reinger PhD


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Date Created: 01/24/16
ŸLearning Objectives 1. Describe how computers and servers communicate to enable people to interact with webpages on the internet 2. Name the 3 objectives of a website 3. Evaluate a webstes's performance on its 3 general objectives and identify specific areas for improvement. Section 1 Technical Terms URL: Uniform Resource Locator Domain name: name of a website IP address: internet protocol address Internet Protocol: a standardized set of procedures for locating computers connected to the internet and for tranferring information from one computer to another Server: a computer connected to the internet that fulfilles information requests to the website Cookie: a unique identifier that a website placed on user's computer during the user's visit so the website can remember him. Dynamic server-side programming language: language used on a server such as Java, C++, Perl, and PHP. HTML: hyper-text markup language, a client-side coding language that web browsers process to desplay webpages. Javascript is also a client-side coding language TLS: transport layer security, an encryption method to prevent eavesdropping from third parties; its predecessor was called secure sockets layer(SSL) Web hosting company: companies that provides server space for others to run a website. Section 2 Successful Website Objectives of a website's success: 1. generate traffic 2. drive conversation 3. generate revenue (if the owner desires) 1. Traffic 3 kinds of traffic(visitors): direct traffic; referral traffic; search traffic a. Direct traffic (not common for most websites) Source: Offline advertising; habit. b. Referral Traffic: paid/unpaid Paid referral source: banner, text, rich media ads - Discussed in Chapter 6 Unpaid referral source: unpaid link on other websites c. Search Traffic: Unpaid/Paid Unpaid: clicks on the organic search result - Chapter 2~4 Paid: SERP ads on the search page - Chapter 5 2. Conversion Website Type Primary Conversion Secodary Conversions Retail Purchase Create account; Sign up for emails; Pay for premium account. Lead generation Lead to Sign up for emails actions(phone call or form submission) Search engine Booking(e.g. hotel Click on ad; reservation) Sign up for emails; Media Engagement Page views; Video views; Create account. Social Media Create account Content creation(post); Content interaction(like, repost) Affiliate Click affiliate link Purchase marketing Marketplace Posting items for Create account sale/Making a purchase Affliate marketers: make money when a visitor clicks on their affiliate links and buy something on the destination website. 3. Revenue - Occurs automatically with high traffic and conversions - Need to be measured because 1) The amount of revenue generated is the primary measure of success; 2) a website's revenue per visit and per conversation may vary by their efforts. Ways for different websites to increase revenue: Retail: Encourage customers to purchase higher-priced items; Encourage add-on purchases. Lead Generation: Closing a more lucrative deal; Focus on traffic and conversion. Search engine: Encourage more lucrative bookings; Place the most lucrative ads in the best positions. Media: Learn user's advertising preference; Learn what ad formats generate more clicks. Social Media: Use users' information to target advertisement. Affiliate marketing: Provide links to higher-priced items; Determine the right product to link. Marketplace: Charge supplemental services to sellers.


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