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Cal Poly Pomona Frank Barro IBM 307 – Digital Marketing

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Why all companies are not prepared to go global?
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Shipping issues (Size of shipment) Payment methods (Currency differences) Communication issues (Country codes, colors) Technology issues (Bandwidth differences)
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What is the largest category of online expenditures ?
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Search Engine Optimization
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Methods of SEO
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Paid search insertion – name comes up when certain products are sought
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Web 1.0
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Typified by static content provided by a site’s creator Dominated by institutions and businesses Commercially and technically based
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Web 2.0
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Content socially based and audience generated
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Web 3.0
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Content driven by online metrics Integration of content and communications instant real time communications customer > company
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Web 4.0
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Customer engagement Cloud operating systems Web participation a necessity
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Characteristics of successful Ecommerce sites
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customer-centric design customer interaction consistent customer experience drill-down search SEO Brand engagement shopping cart abandonment strategies
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Channel Integration
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Part of successful ecommerce Online and offline catalogs integrated Access from any digital platform (desktop computer, tablet or mobile)
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Brand Engagement
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Engage customers and interact Blogs, reviews, social media social causes customers relate to personalization and customization offline and online advertising