Online Marketing with Alexa

What is social media?      Social media is one of the main ways companies market their products today. Social media refers to different online platforms that facilitate the sharing of ideas, thoughts, pictures, videos, and information through virtual communities. Some examples of social media include Instagram, Facebook, Twitter, TikTok, and Pinterest. When establishing what social media platforms to use for your company, it is important to understand what goals you want to achieve. Also, consider who your target audience is and what platforms they use the most.  According to an article from the NY Times, social media allows you to do at least four important things Discover new ideas and trends Connect with existing and new audiences in deeper ways Bring attention and traffic to your work Build, craft, and enhance your brand (Sreenivasan, 2020). Pros of different social media platforms Facebook 2.7+ billion active users Lets you connect with people, create groups, sh...

  What is Conversion Rate?            Conversion rate is a metric companies can use to track how many customers completed the desired goal  after visiting the site. “Conversion rates are calculated by taking the total number of users who ‘convert’ (for example, by clicking on an advertisement), dividing it by the overall size of the audience and converting that figure into a percentage” (Adjust, 2022). The desired goal can vary depending on the company. Some examples of desired goals include making a purchase, viewing an advertisement, or filling out a form. According to Main Street ROI, Conversions rates matter because they can: ·        Conversion rates can predict success or failure ·        Better conversion rates can save you money ·        Focusing on conversion rates will improve your website (Main Street ROI, 2022)     Example ...

What is Visit Duration?          Visit Duration is an important metric to discuss because it allows companies to measure how long a customer stayed on their site. According to Lesson 1, visit duration is, “The length of time in a session. Calculation is typically the timestamp of the last activity in the session minus the time stamp of the first activity in the session” (Lesson 1, West Virginia University). If the duration is very low per customer, this shows that the website might have some flaws and needs some updating. “According to our research, a reasonable benchmark for average session duration is between 2-3 minutes” (Albright, 2021). If a customer is staying on a site for an abnormally long amount of time, this might mean that the website is hard to navigate. There are many different aspects to this metric, and it is very important that companies understand how to use this metric to their advantage to improve a customer’s experience online.  Co...