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The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.
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Transcript of The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.
![Page 1: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/1.jpg)
The Basics The Basics of Online of Online
MarketingMarketingUnit 1:
OverviewSearch
Recommendation EnginesFebruary, 2009
![Page 2: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/2.jpg)
The buyer’s lens:The buyer’s lens:I’m looking for something:I’m looking for something:
Who’s Out There to Meet My Need?Who’s Out There to Meet My Need?
![Page 3: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/3.jpg)
The buyer’s lens:The buyer’s lens:What do others like me think of this What do others like me think of this
company, product, experience?company, product, experience?
![Page 4: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/4.jpg)
The buyer’s lens:The buyer’s lens:The online world is transparent: Shall I trust The online world is transparent: Shall I trust
this person? How well are they known? this person? How well are they known?
![Page 5: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/5.jpg)
The Seller’s Lens:The Seller’s Lens:How can I communicate the value of How can I communicate the value of
my offer?my offer?
Old Way:
•Static•High Cost/ High Waste•Low Control•Difficult to Measure•Be big to look big •Multimedia limited to large budgets•Global reach limited to large budgets
New Way:
•Flexible•Low Cost•Low Friction•Measurable•Multimedia for all•Global reach for all•Time intensive
![Page 6: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/6.jpg)
The Seller’s Lens:The Seller’s Lens:How can I find potential customers? How can I find potential customers?
OR
![Page 7: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/7.jpg)
That’s what Search Engines do, and one reason Google is
worth a gazillion $ Search fundamentally changes marketing- no longer
demographics/guess-o-graphics- if the terms are detailed enough
You can now speak to an interested party at the moment of need and awareness (when they type in that keyword)
Search Marketing Focus:
What if I could know, right now, who was looking for my service- in Sonoma? In California? Around the World?
![Page 8: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/8.jpg)
A Way to frame the online worldA Way to frame the online world
![Page 9: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/9.jpg)
Discovery: Finding, Being FoundDiscovery: Finding, Being Found
![Page 10: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/10.jpg)
Connection: Interacting, AcceleratingConnection: Interacting, Accelerating
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Presence: Stories, Values, VoicePresence: Stories, Values, Voice
![Page 12: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/12.jpg)
Some online marketing differences serve you, some complicate your life!
+-Reach is global and 24/7+-Flexible, but rapidly changing+-Not controllable-- Demanding….competitive risk+-Accountability to every customer experience+-Democratizing……No sense of scale behind the work
![Page 13: The Basics of Online Marketing Unit 1: Overview Search Recommendation Engines February, 2009.](https://reader031.fdocuments.in/reader031/viewer/2022022415/5a4d1aca7f8b9ab05996f4ba/html5/thumbnails/13.jpg)
6 Steps to Great Search Marketing6 Steps to Great Search Marketing
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Example: Example:
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Examples of EngagementExamples of Engagement
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Demo of Google BackendDemo of Google Backend
Demo of Yelp Backend Demo of Yelp Backend
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The basics:•Your clear position and value•At least a simple presence (site, blog), optimized to be found•Pertinent Recommendation engine, with testimonials•Social Network/Connecting with your “True Fans”