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It is obvious to know that before implementing an Internet Marketing Plan, you need to design or develop it first. This task, as simple it can be, at first sight, presents some challenges when it comes to diving into it. Before we move further, let us ask this question: What is Internet Marketing?

According to McCoy (2018), also called online marketing, Internet Marketing is the process of promoting a business or brand and its products or services over the internet using tools that help drive traffic, leads, and sales.

Internet marketing a pretty broad term that encompasses a range of marketing tactics and strategies – including content, email, search, paid media, and more.

These days, though, internet marketing is often used interchangeably with “content marketing.”

Developing an Internet Marketing Campaign  requires three major stages and steps:

Planning: define your business goals, the target audience, and the campaign length.

Development: define marketing objectives, strategies and tactics, brand’s voice and messaging, target branded and broad keywords, integrating all channels, etc.

Management: monitor your campaign to determine its success and value.

It is important to know that the marketing objectives you define during the development of an Internet marketing campaign should help to reach the defined business goals of your organization. At the same time, specific strategies, tactics, activities, and metrics should be spelled out clearly to reach your marketing objectives.

There are multiple institutions and organizations that teach how to develop an Internet Marketing Campaign. The one that stands out of mind is Full Sail Masterclass on “Internet Marketing Campaign Development” under the supervision of Professor Murray. Attending this course allowed us to reach three main goals: understand the various campaigns models, analyze the best campaigns strategies, and develop and implement an Internet Marketing Campaign.

Now, what is next?  Greene (2012) in his book “Mastery” teaches us a powerful lesson. One should learn to speak through her/his work and to win others to her/his side of thinking by being patient and letting what she/he has done speak for itself. Armed with new Internet marketing skills, the next step is to use them in the real world to create high-quality marketing works that speak for themselves and to win others. This is the challenge all Internet marketers should and must take on daily.

                                                References

McCoy, J. (2018). Defining Internet Marketing.  Retrieved from:

         https://www.searchenginejournal.com/internet-marketing/230047/

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The Internet has turned our lives upside down. It has a global and preferred mean of communication for our daily life. The rise of the Internet has sparked a debate about its effects on human behavior, activities, and life in general. Every medal has two sides. The Internet is not an exception to this proverb. It has come to us with both the good and bad. Luckily, human societies have protected themselves with laws that regulate and enforce out-of-control behavior. These same laws protect us from the outburst coming from the Internet. The question now is are we still safe since the rise of the Internet?

Protecting Our Identity

The enforcement of laws has constantly tried to protect individuals, organizations, companies against illegal matters that happen on the Internet. Thus the first notable matter is the choice of jurisdiction over a dispute that occurred on the Internet. The States and the Federal Government have set the tone by coming with laws and regulations on this issue.  Some of these laws are dealing with the selection of jurisdiction, intellectual property, Internet crime, Internet contracts, use of spam, workplace privacy issues, privacy policies, defamation, etc. As you can see, the fields are limitless where harmful actions can occur against inhabitants of the global village. The Laws, from different countries, regional and international entities have been used to enforce these harmful actions. Still, there is more to do with the coming of the Internet of Things (IoT), Virtual Reality (VR), Augmented Reality (AR) and Artifical Intelligence (AI). This means big data will be created, thus leaving our security weaker than ever before. We shall still survive in this new era of the global digital economy.

Individual Responsibility

Save yourself before it is too late. What you do on the Internet may be harmful to yourself and others. It is for that reason you should educate yourself on how to efficiently use the Internet for personal or professional reasons while abiding by the Laws that enforce related-Internet illegal activities. We set forth three goals about legal aspects, the impact of the Internet on Marketing, and regulations pertaining to FTC. A masterclass on “Internet & Law” thought by Dr. Downey Gregory of Full Sail University has helped us to reach these goals. Now the practice continues in the real world. As Greene (2012) put it: “After your formal education, you enter the most critical phase in your life – a second, practical education known as The Apprenticeship. Before it is too late you must learn the lessons and follow the path established by the greatest Masters, past, and present.”

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The fear of web analytics for most people is compared to the fear of the words “math” and “science” for some students. The truth is, as you can develop the skills in math and science, there are a lot of myths about “web analytics” to be debunked. The truth is that analytics is about the truth behind the numbers. You should discover the story behind your customers’ behaviors. Web analytics is about exploring the data provided by the software to give it a meaning. This is very important for both the company using web analytics for its business goals and the professional marketer helping the company to find the meaning behind the data. As put it by Arlen (2018), Analytics is about what you already learned or what you possess as information and data, analytics not logical but creative on how to create and present your story.

Web analytics is the measurement and analysis of data to inform an understanding of user behavior across web pages. Businesses use web analytics platforms to measure and benchmark site performance and to look at key performance indicators that drive their business to success (Optimizely, 2018). Web analytics is the foundation of all marketing efforts of a company. It is frequent today to see companies using different web analytics tools. Some of these are free while others are for a fee. All depends on the budgets and the expected analytics outcome a company would like to reach while choosing what tool use for its business goals.

Why am I interested in web analytics? Three objectives can explain my interest to web analytics: develop my knowledge in web analytics, identify and understand key components of web analytics, and apply web analytics techniques both at a professional and a personal levels. I have reached these goals through web analytics class and I believe this will continue with additional researches in the future. As an Internet Marketer, it is my responsibility to assist my clients to find the meaning behind their data and make informed decisions that allow them to achieve their business goals. This is possible because of Web analytics.

                                                 References Arlen, P. (2018). Web Analytics Myths Debunked - Course Materials Web Analytics and Optimization. Full Sail University: Winter Park, Florida.

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Strategic Public Relations is important for brands and individuals. It affects the public image of the company and the personal brand. Strategic Internet Public Relations is the key tool to protect, and promote brands.

Public Relations (PR)

According to Public Relations Society of America (PRSA, 2018): “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

PR is about influencing, engaging and building a relationship with key stakeholders in order to shape and frame the public perception of an organization. When applied to the Internet, PR protects the brand and communicate with the target audience.

Strategic PR Tools

Organizations use PR tools to repair a damaged company’s public, influence and engage the target audience. Some of them are press release, brand monitoring system, crisis management system, Distribution strategy system, measurement system, etc. These PR tools allow organizations to create a strategic communication with the stakeholders.

Building Upon PR Skills & Tools

How PR skills and tools can be useful?

Personal Brand They helped me to achieve three goals by learning about the specificity of the Internet opened community, the use of  PR strategies, and the role PR professionals. As Greene (2012) stated it in “The Mastery”: “Life is short, and your time for learning and creativity is limited. Your goal is always to surpass the mentor in mastery and brilliance.”. That is the path to explore PR in the future from a personal brand standpoint.

Organization Brand The goals are to use strategic PR in achieving  Organization’s mission and vision. It means setting objectives for strategic initiatives:

- Creating a culture of PR within the organization - Increase the customer’s perception of the organization’s brand - Create a brand monitoring system to prevent a future crisis - Setting up a Crisis Management Unit

The implementation plans to achieve these objectives are:

- An internal audit of the current PR state within the company that involves employees and allows to create an internal PR campaign. - Organization of  PR events using press release, social media, brand awareness events, to increase positive perception of the brand. - Setting a listening system to identify news, innovations that may impact the brand through the industry, the competition, the stakeholders, and within the organization. - Creation of a dedicated team within the organization ready to deal with eventual crisis affecting the brand.

                                                References

PRSA (2018). About Public Relations. Retrieved from:         http://www.prsa.org/all-about-pr/ 

If you question the sources, it is difficult to find a definition of “Advanced Search Engine Optimization”. Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results (Moz, 2018). The word “Advanced” before “Search Engine Optimization has different meanings for various audience. What is Advanced Search Engine Optimization?

Advanced Search Engine Optimization builds and expands the strategic approaches for search engine optimization (SEO). It includes organic search methods, paid placements tactics, new trends in search engine marketing and search engine optimization, directory listings, and the complexities of the Internet that impact the development of effective search engine optimization practices.

By digging into Advanced Search Engine Optimization, it makes sense that you will learn about topics such as pay-per-click advertising, strategies for researching effective keywords, different types of search,  link building campaign, website architecture & SEO, etc. These concepts prepare you to become an expert in Advanced SEO capable of creating effective PPC campaign, link building strategies,  identifying core issues with website architecture, local search optimization strategies, etc. 

As a student of Advanced Search Engine Optimization, my goals were to deepen my knowledge of SEO, learn about organic search and new trends in search engine, and apply advanced SEO techniques in the real world. I believe I achieved these goals at the end of the course because I performed exercises such as: organic and paid searches using tools such as Spyfu, SEMrush, etc, PPC campaign pitch, healthy Website Architecture For Search Rankings, local search optimization. These exercises gave me the basic tools to perform works and projects required in Advanced Search Engine Optimization.

It is honest to say the learning process in Advanced Search Engine Optimization has just begun and must continue during my professional life. It is my desire to use Greene (2012) concept of “cultivating negative capability”. It will allow me in personal and professional lives, to pursue a focused learning vision of Advanced SEO despite it leading to doubt, confusion or uncertainty sometimes. Grit is the key. As Duckworth (2013) wrote it:” To be gritty is to keep putting one foot in front of the other. To be gritty is to invest, day after week after year, in challenging practice”. The is the path I will follow to reach the top level in Advanced Search Engine Optimization.

The  three goals I set up for this class are : Identify components of Internet Marketing Study the marketing approach of each component of Internet Marketing Use one Internet Marketing component for my case study company.

Has this class helped me to meet these goals? How will I apply its outcomes in real world and in my Internet Marketing Plan?

When I consider the three goals above, I can summarize that this Advanced Internet Marketing Strategies class has helped me understand the Relationship Development Strategy (the primary relationships in Internet marketing consist with its approaches, perspectives, and processes). I was also able to master the Conversion Optimization Strategy of Internet Marketing (best practices, applications to messaging, design, and landing pages, etc.). This class allowed me to master the Traffic and Promotion Strategy of Internet Marketing (promotional strategies that meet organizations’ cost and revenue objective, leverage relationships to increase traffic, retention, and conversions, etc).

The knowledge I acquired during this class will help me to easily implement and build my Internet Marketing Plan at the end of this program. Actually, it is a matter of keep working To apply all this knowledge to my Internet Marketing Plan.

I set three goals for the New Media Marketing class: Identify Influencers of my industry and learn how to maintain good relationship with them Learn how to create an Influencer Campaign on behalf of my company Learn how to use social media and mobile channel to promote my Influencer campaign

The question. I ask now is how these three goals were met during the last four week of my New Media Marketing class?

Concerning the first goal of identifying influencers in my industry, creating and maintaining a good relationship with them, I believe the different assignments given to us during this class have contributed to reaching this goal. I used my case study company to build an Influencer Outreach Campaign. One of the tasks to perform was to identify the right influencers that fit to my campaign. I was able to do so using different marketing tools such as followerwonk, BuzzSumo, etc. Creating contact with them came through the different social media they use daily where I was able to chat and exchange with some of them. Now maintaining that relationship can take different turns: one is when we hire them to work with our case study company as an Influencer, the other is keeping contact with them online by following them, exchanging with them, even sharing their content and news.

The second goal I set for this class was to create an Influencer Outreach Campaign which I did over the course of several weeks during this class. I can say the experience was very inspiring to me because I designed a real Influencer Outreach Campaign that I am willing to suggest to my case study company at the end of this program. From setting business goals, identifying influencers, setting up objectives, activities, metrics, campaign timeline, monitoring and retargeting process, it was a true learning experience for me to go through the different steps required to put together and Influencer Outreach Campaign.

The third objective was to use social media and mobile channel to promote my influencer campaign. The one thing I learned at this level is to meet with my target audience where they spend the most of their time. This is where the use of social media was useful. Some segment of the target audience use most Facebook as their main platform, while others use Twitter, Instagram or Youtube. It is the responsibility of the marketer to find where he can meet with his target audience and find creative ways to bring its services or products to them. As you may, most of online transactions occur through mobile devices. Therefore, it has been a wonderful idea to combine social media marketing with mobile marketing not only to meet with its target audience, but also to promote your services and products.

The experience of being part of this class was amazing and rewarding. I can say without doubt that I reached the goal I set forth for this class. Now the experience with continue with the research and learning I will continue doing to deepen my understanding of new media marketing.

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Web Design and Usability

I set up during our PDL class three mastery journey goals for this class: improve my technical and conceptual knowledge in web design, Create a usability checklist  to reach marketing goals, and Understand relationship between Web design and influence of search  engines. This class has truly helped me to reach these goals through its contents, the different weekly assignments and discussions, and the insights given by the Professor. I have discovered so many new concepts in web design I was not aware of prior this class such as: findability, information scent, information foraging, etc. These concepts have allowed me to reach my first goal of improving my technical and conceptual knowledge in web design. I have performed the usability test of a website, the analysis of a homepage, the usability and information of the main navigation of a website, the evaluation of different inner websites of a site. These different activities allowed me to know what items I should add while creating my usability check list to reach the marketing goals of any campaign I will set up in the future.  I learned that you can have a great website with epic content, but if users and search engines cannot find that content, it will ne difficult for the company to get traffic, convert visitors to customers, and then make a sale. Usability allows visitors to easily navigate through your website, and accomplish their goals. Findability allows your web team to create a site that can be easily found both by users and search engines. Knowing how these concepts work allowed me to reach my third goal which was to understand the relationship between web design and influence of search engines.

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During the elaboration of my Mastery Journey Timeline Journal, I set up three goals for this class “Internet Consumer Behavior and Analysis”. The present entry is to explain how this course helped me to achieve my goals.

My first goal was to understand how Internet marketing campaigns affect consumer buying decisions. I can attest the content of this class helped me to better understand the process of consumer buying decisions and it relates to Internet marketing campains. The study of different topics such as consumer decision making, consumer segmentation, consumer in control, online consumer survey helped me to deepen my understanding of consumer behavior. Each week, the professor gave us various articles links that represent a mine to be explored for further analysis. I must say,  I will continue exploring this section of Internet Marketing.

My second goal was to master personalized marketing strategies related to consumer behavior. I believe I reached this goal by using my chosen company Community Action Agency of Delaware County, Inc (CAADC). Each week, I was able to apply the learnings of the week to my company. I explored consumer buying decision-making process by identifying the target audience of my company, its different consumer segments, how they react when it comes to purchase intentions and decisions and all this data can be integrated in our marketing strategies. It was very helpful to have a concrete case study of company where I can experiment the learning of this course.