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Internet marketing campaign development

Internet marketing campaign development challenged students to take everything they learned and use the information to develop a real-world internet marketing plan for a client. I was challenged to take everything that I learned throughout the twelve-month course and develop an internet marketing action plan that a company could use to help boost the online presence of the company. It was a very challenging course that allowed me to use everything that I was taught in formal education and apply it to the business world.

Throughout the course, students were asked to discuss what is a marketing campaign and the advantages and disadvantages of using a marketing campaign for a business. Students were also asked to discuss the importance of a social media policy and why a company should create social media guidelines for their employees. Each discussion conversation allowed students to share their thoughts and opinions on each topic and use research to help support each person’s claim.

The last project required students to conduct a Google search of themselves and determine how they show up to the online world. We also conducted an in-depth analysis of our personal social media activity and performance. Students were lastly asked to develop an on-going action plan that would help them build online credibility for their personal brand. The project was quite interesting and allowed me to locate areas that need improvements and learn from areas that are performing well for me.

This class was a great class and allowed me to put what I have learned throughout the last twelve-months and apply it to a real-world activity. The information that I gained through this class will help me become a better digital marketing consultant that can provide solutions to business owners struggling to use online marketing channels effectively. From here, I will continue to stay up-to-date with on-going changes happening in the online marketing industry and continue to refine my skills to become a more effective professional for the clients I serve.

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Internet and the Law

Internet and the Law was an interesting class that allowed me to explore the legal side of the online world. The class was challenging and provides coursework that required students to conduct in-depth research on weekly discussions and projects. The professor was very informative with his feedback. He provided resources to allow students to continue learning about deeper knowledge about each topic we covered.

In week 1, we covered jurisdiction and copyrights laws in the online world. Students were asked to review cases to determine how legal action is handled between each state. I learned what steps the U.S. courts perform as they consider who has jurisdiction. We learned about what tests will be applied when they make a decision. We learned what factors are considered for tests.

We learned digital laws that protect copyrights for content that is uploaded to the internet. We learned about the fair use law and how content creators can use this law to allow them to implement copyright material into projects. We also looked at the Digital Millennium Copyright Act understand how the law can help provide cost-saving solutions for content creators throughout projects for the internet.

In week 2, we learned about cybercrime and spam. Students were open to the world of cybercrime and how the law works to convict online criminals. We learned about various methods that courts use to determine if the person's actions were illegal and how a company could seek justice for damages. When learning about spam, students we asked to look at the CAN-SPAM Act to gain a deeper understanding of the law that protects email. I learned what profusions to look out for when running an email marketing campaign to ensure that I was not breaking the law.

In week 3, we learned about privacy and privacy policies for online users and companies. The privacy focus was centered round employer and employee laws to monitor employee in the workplace. We learned about camera monitoring and ways employers can track employee activities through computer systems at the workplace. We gained a better understanding of the risks employees face when using their personal device for work. We were asked to review privacy policies and determine which parts apply to our project company. We dug into internet laws to determine which laws affect the way our company does business online.

In week 4, students gained a deeper understanding of defamation and terms of use laws. Students were asked to research how online defamation court cases are handled and what laws apply to a person who feels they have been impacted by defamation. We learned how to seek justice to anonymous users that have damaged our credibility online. Students were asked to review the terms of use of Priceline.com and determine what the company could change to enhance the effectiveness of their terms of use. I learned the differences between clickwrap and browsewrap strategies for the term of use and how each is used for online users that enter a website.

Internet and the law course allowed me to gain a deeper understanding on the legal system of the online world. I can use this information to help improve the way I create content online and to understand how to seek justice if someone attacks a business I am involved with. This course will help me to become a stronger internet marketing consultant to provide value for clients who turn to me for help.

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Real World Web Analytics and Optimization Mastery

This class pushes online students to dive into the world of web analytics. From determining which tools to use to how to understand web traffic, this class provides a look at how students can utilize web analytics to develop effective marketing decisions. The class allows students to opt out of some of the projects in order to study and obtain the Google Analytics Individual Qualification certification.

In week one, students learned about effective use cases for a landing page. Landing pages are the key ingredient for allowing a company to broadcast their message to their target customer. Students were able to bounce ideas off each other as they gained a deeper insight into various elements of a landing page.

In week two, students were asked to pick a commercial website and outline the objectives the website was trying to accomplish. The objectives were outlined byways a company could track and measure the effectiveness to determine what is working and uncover areas that need improvements. The discussion allowed students to interact with each other to provide feedback from each classmate’s perspective to drive deep meaningful conversations that provide effective ways to track results online.

The class took a look at developing SMART goals for web analytic results. Students were required to develop SMART goals and implement several Key Performance Indicator’s (KPIs) that would allow a company to understand what each goal intended to accomplish and how to determine if the goal was successful.

In week three, students were asked the question “How to track success social media analytics?” The discussion enticed students to think of ways to successfully track social media engagement and to tell if social media was converting traffic into profits for a company. The discussion was interesting and allowed each student to raise several questions to bring awareness to the pitfalls of social media interactions and how those pitfalls could be prevented.

Students took the SMART goals they created in week two and developed a Web Analytic Optimization report that would allow a company to understand the data they collect from their website. Students also developed three KPIs per SMART goal to track the efficiency of each SMART goal. The project allowed students to gain a deeper understanding of how they would generate a report for a company to allow members of management understand what the online data means to the bottom end of the company.

In week four, students took a look at the differences between free web analytics tools (Google Analytics) versus paid web analytic tools. The conversation drove the concepts of the limitations that free software offers and how paid software packages could provide a better experience by providing a simplistic look at complex data. The conversation allowed students to provide a different perspective on the question and drove conversation from the member of the class to drive the conversation deeper.

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Strategic Internet Public Relations

Strategic Internet Public Relations allowed students to look at the world of public communications and how important it is to a business. The world of public Relations faces many challenges of ethics. Trying to uphold ethics while developing a public relations strategy can be quite difficult due to the sensitivity of the information being communicated and all effective parties involved. This class has opened my eyes to the world of public communications and will allow me to think about unique ways a business can use public communications to drive their message to their audience.

Throughout each week of the course, students were provided a topic open for discussion. Topic’s included how ethics plays a critical role when developing a public communications strategy. The message that a company communicates should be transparent and provide their audience with information that explains what is going on inside the company. A business may find themselves in a situation where they are not comfortable sharing certain types of information due to how their shareholders may react to the message. The goal is to develop a message that the company can back while maintaining trust and support throughout all the stakeholders of the organization.

Students were assigned to develop a Press Release of an event to help gain exposure to the message that was shared with a target audience. Throughout the development of the press release, students were asked to explain how they would implement metrics throughout the press release to allow a company to analyze and determine the effectiveness of the press release. By understanding how the press release was consumed by their audience will help decision makers develop effective strategies that would allow the company to increase the impact if the message they share with their audience.

This class will help me in the future by allowing me to develop a clear message that a company can publish and broadcast while maintaining a proper code of ethics. I will be able to help decision makers track the monitor the impact of the message to determine how much of an impact the message had throughout their target audience. Strategic Internet Public Relations will allow me to grow as a professional and become an effective resource that will help business owners grow their organization by providing a clear and transparent message that follows a code of ethics that maintains the integrity of the organization.

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Advanced Search Engine Optimization

Advanced Search Engine Optimization

In this months course helped students understand advanced search engine optimization practices that they can use to help clients rank through the search engine. The information that students studied included keyword research, Local SEO strategies, SEO services, link building, and more. The class started by introducing students to the Spyfu service. Students also used the Screaming Frog to find on-site information for their clients. The information can be used to enhance the online presence for the company to help improve their rank through the search engine. At the end of the class, students should have a clear understanding how each element of SEO works and can improve their companies online presence.

In week one, students were introduced to Spyfu.com. An online service that helps business owners improve on-page and off-page SERPs by identifying problems on their website. Spyfu provides keyword analysis to allow a company to rank higher for the keywords that relate best to their business. The service also provides backlink information to help a company straighten the quality of backlinks that point to their companies site. Students were asked to create a document to uncover elements that would help increase their case-study company inline presence.

In week two the students were required to develop a PPC campaign pitch that would be used to convince a business owner they should use PPC for their company. The document provided in-depth research that provides business owners of how much money they would spend and what they should expect when running the PPC campaign. Students included keywords, cost estimates, and a break down of how much the projected PPC campaign would cost and how many leads the campaign could generate.

In Week three students learned about healthy website architecture for search rankings. The document the student developed explains differences in website design, broken link report, quality of links pointing to the site, and uncover problems with content on each page of the website.  Students explained how each area could impact the businesses website and ways to improve areas of concern. After completing the document, students would be able to explain to a business owner problems that are happening on the companies website and areas to improve to help the website rank in the search engine.

In week four students learned about Local SEO strategies to help build trust and authority in the search engines. Students uncovered common issues to look out for when implementing a Local SEO strategy.. The students we to develo0 a document that would allow the student to uncover business listing issues and provide solutions on how to resolve them. Students learned what online directories are and how citations help build trust through local search results. By the end of the class, students were able to understand how to meet with a business owner to explain the importance of Local SEO.

This class will help me as an internet marketing professional to explain advanced SEO solutions to clients. I will be able to develop SEO reports that allow business owners to understand the importance that SEO how on the online presence of a business. The information will allow me to provide robust solutions that help business owners build trust and authority through the search engines and with customers who they do business with.

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Advanced Internet Marketing Strategies

I got the change to study Advanced internet marketing strategies on my journey towards my master’s degree in internet marketing. Each week brought new challenges to help build an effective internet marketing action plan that we can use to help clients develop goals that are backed by research. Throughout the course, we learned how to relationship development, how to test and optimize, and how to track purchases and promotions. This class was helpful by providing information that will help me develop online marketing action plans for future clients.

In week one students were introduced to the AIDAS theory for selling. AIDAS stands for Awareness, Interest, Desire, Action, and Satisfaction. Each step of the pyramid helps online users through the marketing sales funnel. We were required to understand the likes and wants of the audience our company is trying to attract. We uncovered with main personas fits our audience and how to enhance engagement of our audience through the buying decision making process.

In week two students created a testing plan to develop a strategy to combat audience assumptions. We looked into various ways to conduct digital tests and learn how to optimize the path of other users to understand if the sales funnel is working or if there are areas that need to be improved. We developed landing page concepts and planned out A/B split test to continue optimizing the landing pages to enhance the buyer's journey.

In week three we looked into various to qualify traffic on our website. We developed advertising campaigns to determine what conversions we were focusing on and develop revenue goals to plan out how much the online advertising campaign would cost. We learned which type of metrics to use as we monitored each digital campaign that we were running for our clients. We used the AIDAS selling theory to help target people at the right step of the buyer’s journey.

We brought everything together at the end of the course to prepare a presentation to explain the internet marketing action plan that we developed to our client. The information that we learned in this course will allow me to grow my skills to be able to develop presentations to help provide clients a roadmap to using online marketing channels to meet their goals.

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New Media Marketing Mastery

New Media Marketing challenged me to understand who my company would target and how they would help our company achieve our marketing goals. The entire class continued you build on each element throughout each week of the course. By the end of the class, I was able to present a clear path to achieve real results for my case study company to grow their company through online marketing channels.

It was all about the customer, the fan, and the influencer for week one. Our discussion allowed students to provide information on their understanding of who the customer, the fan, and the influencer are for their case study company. For our projects, students we require to develop a keynote presentation to our like personas and goals for their case study company. Students we required to determine who represents each persona and develop goals by laying out strategies to achieve each goal.

Next, students were asked to identify influencers of their industry that could help reach new audiences. In our weekly discussion, students shared ways to address negative comments from customers. Students provided samples of customer complaints and provided ways they could resolve the issue. The weekly project was a keynote presentation that outlines the type of influencers that could help the case study company reach larger audiences. The keynote showcased the size of the influencers following, where they were gaining most of their engagement, how they communicated, and other elements to help determine the best approach the influencer.

Week 3 was all about creating our plan of action. For our discussion students, we asked to talk about where our target audience is online. We were asked to include social media networks our target audience is on and what their mobile habits are. For our weekly project, students were asked to develop a keynote presentation for their influencer outreach program. Students were asked to define our goals for each of our influencers and how they will help our case study company's marketing goals.

For the last week, students focused on the marketing return on investment (ROI). Our weekly discussion focused on what success looks like for our case study company and what our short-term and long-term goals look like. For our weekly project, students were asked to develop a keynote presentation that showcases our measurement plan. Students were asked to show what they plan to use to grow their audience through online methods that can be measured and tracked.

This class helped me understand how to develop a real-world plan to help a client grow their online audience. I will be able to sit down with a client to help them determine which online channels will help grow their company online and find industry influencers. This has been a great experience that will help me because better as an online marketing consultant.

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Web Design and Usability

Internet Marketing Masters - Full Sail University 

Throughout my studies in the Web Design and Usability course, I was introduced to the importance of having a website that offers users a great experience. We were asked to review our website and talk about the things that work and how to improve the website. We compared our website with competitors inside our industry to determine if there were elements that we could use to enhance our own site. 

We followed this research by conducting a test to determine if the website works as designed. For this project, I contacted a friend to perform three different tests to determine if they could perform simple tasks with little to no trouble. After the user performed the test, the information was reviewed to determine what steps I would need to take to enhance the website.

To check how effective the navigation system of the site is for our users, we analyzed the menu system by using findability concepts. We reviewed the links to our website to determine if they made sense for the users who visit our website. There were elements that our website struggled with. The menu items were not very descriptive and did a bad job providing users informed of what they were clicking on. We outlined a plan on ways to enhance our current menu system to make it more effective for the users who visit our website.

For the final project, we developed a keynote presentation that outlined ways to enhance the website. We explained what the website does well and provided insight on areas that could improve the website. We explained how the website could improve the current search engine rank by outlining areas to optimize. We highlighted areas that would improve the user's experience by using findability concepts.

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Internet Consumer Behavior and Analysis Review

Internet consumer behavior and analysis course allowed me to explore deeper topics on how to connect the company message with the customer. Throughout the course, I was introduced to various topics that expanded my knowledge on reaching the right customers throughout the sales funnel of the company. It was interesting to learn why customers may back out of a purchase and how companies can reel those customers back in.

The first topic we covered was the consumer decision making. We were asked to discuss to analyze online consumer decision marketing as a process and a marketing strategy. For this topic, I shared my thoughts on six points:

Need Recognition/Problem Identification

Intent and Research/Information Search

Consumer Variables

Product/Service Variables

Conversion

Satisfaction 

Each strep of the customer's journey is unique and important for the company to understand how it impacts the consumer decision marketing. We created a flowchart that explained the way our company would introduce products to our customers at each stage of their journey. We outlined where lead magnets could be used to capture customers information to remarket to them.

Next, we looked at consumer segmentation. For our decision, we were asked to talk about the psychographics and demographics of the customers that relate to our company and how our products align with our customer's segment. It was an interesting discussion to have that allowed me to uncover the importance of customer segment information for our company. We carried this information over to the project that was due at the end of the week to explained our customer segment and how it aligns with our company. We make a flowchart to show two different customer groups and explain how both of these groups fit our company model.

We continued through the course by talking about putting the consumers in control. We talked about how we could boost our brand's online presence by allowing our customers to become brand ambassadors for our company. We shared many ideas of how companies could make user-generated content to boost online engagement. We looked into various types of user-generated content and determined with types would best for our company. We explained how each type of content could be created and used throughout our online marketing strategy. 

The last topic we covered was consumer surveying. We were asked about our thoughts on data tracking and if we feel that it is right or wrong. The discussion allowed us to learn about various ways that data tracking could be viewed and what kind of issues it could have. We always explained ways the data tracking to help the user expectation of the internet to improve. For our final project, we were asked to create a customer survey to collect information from our customers on the products we offer and if our service is effective. We followed the guidelines of the Can-Spam Act of 2003 to ensure that we followed the law when developing an email that contained a link for our customers to click on to interact with our survey.

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Digital Storytelling and Branding

Digital Storytelling and Branding offered me a lot of insight to help develop a meaningful brand. Throughout each week, we were introduced to topic that helped explain how companies develop a meaningful brand that relates with their customers. We started the course by reading The Brand Gap by Marty Neumeier. This book offers a lot of great information that is still relevant in 2017 and is a great book for anyone looking to learn more about branding their company.

In week one, we were asked three little questions that were:

Who Are You?

What Do You Do?

Why Do It Matter?

We were asked to answer these questions to explain our brand to their customers.  We shared our response with other class members of the course to generate a conversation around the company we are developing.

The subject matter we covered in this class allowed me to understand how to create a meaningful message for a brand to connect with their customers. This will let me to help other companies I work with in the future to develop a message that resonates with their target audience.

In week two, we learned how to differentiation of our brand voice. For our discussion, we were asked to look at Wal-Mart and Target and explain the differences between both organizations. Through this project, I learned how two different mindsets of leadership impact the way employees interact with co-workers and customers of the location they work.  This was a great exercise to help think about how to manage our company.

For our project for week two, we developed a fictional character that would act as a brand persona for our company. We developed a narrated slideshow to help explain who our brand persona is and how they relate to our company. We provided characteristic traits that relate to our company and explained how both share the same voice throughout the organizations that they represent.

This assignment was a great way to understand how to connect a company to a persona to express the character traits that a company represents. This will help me in the future when developing brands for clients and how they relate their products to their customers in a personal way.

In week three, we learned about branding archetypes and how to identify which archetype our company relates with. We were asked to take a branding quiz to identify which archetype our brand related with and explain areas where the archetype was right along with areas that the archetype was wrong. This was a great discussion to learn how each member of my class was able to relate their brand with the archetype they selected and why that archetype matched their brand.

For our project, we were asked to develop a promotional video that could be used through social media and the company website to promote the brand. I developed a 1 minute 35 second video that was a reflection video of why we do what we do. It showcased an employee’s journey throughout the workday to understand how his actions make a brighter future.

This was a great project to learn how to connect a brands message with the customers they serve. I will be able to use this information to help develop promotional content for brands to attract customers to their brand. It was a great learning lesion that I will carry throughout my career.

In week four, we were introduced to how Starbucks brands themselves and the experience they provide for their customers. This was an interesting discussion that allowed me to understand how a successful brand was able to dominate their industry. Starbucks is a great example that brands can follow and apply to make their brand successful.

The project for the week was to develop a brand strategy for the company we are using throughout the course. The brand strategy will allow me to develop a robust report to help align their brand message with the company goals. This project will allow me to develop a report to help clients effectively market their company to develop a brand that customers will want to experience.

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My Master Journey Has Shifted

I initially set out to obtain a master of science in Business Intelligence through Full Sail University. I quickly understood that the program was not for me. I am a very creative person who likes to talk with people to understand their passion and motivations. I left the program in June and entered to start the master of science in Internet Marketing through Full Sail University on August 28th. It was the best decision to make.

I believe in the concept to taste everything and stick with the things you like. Business Intelligence is a great program for people who want to gain a quantified solution to human interactions. The business intelligence systems allow organizations to capture information throughout their entire workflow and can use the data to enhance the effectiveness of their company’s performance. While this is crucial to develop for a business to be successful, it was not interesting to me.

I entered into the Fundamentals of Internet Marketing where I was refreshed on topics that I had learned about through the bachelor’s program. The primary objective of the class is to allow students who are new to internet marketing to understand what marketing on the web is and methods to use to develop brand awareness. Throughout the course, we were asked to prepare a presentation, research reports, and interact with other classmates through weekly discussion posts. 

The course started at the basics of what internet marketing is. Each week we were introduced to more sophisticated methods to think about when developing an online marketing strategy while learning about ongoing topics related to the industry. Some topics that we covered included privacy risks with re-targeting advertisement and how to monitor what people say about a brand online. Each of these topics played a vital role to push me to the next level as an internet marketer.

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Fundamentals of Business Intelligence: A look back.

Foundations of Business Intelligence introduced me to a lot of new concepts that I was unfamiliar to me. We were introduced to enterprise resource planning (ERP) along with components that are used to help organizations track and manage data. We learned about the importance of organizational memory and how it is used to straighten the organization's ability to forecast company projections.

 During our studies, we were introduced to a book by Rajiv Sabherwal that is titled “Business Intelligence: Practices, Technologies, and Management.” The book is full of in-depth information about business intelligence. It was hard to understand at first due to the authors technical writing approach. After reading through the book, I learned a vast amount of information about business intelligence that will help me through my life journey. The book was jammed pack with charts and graphs that complimented the information the author shares with the reader.

Throughout the course, we were required to develop Visio diagrams to help with our understanding of using the application. We followed the Fundamental of Visio 2016 through Lynda.com to gain an in-depth understanding of how to use Visio 2016. We also developed and maintained a glossary of industry terms that we will carry with us as we develop ourselves into professionals. The ability to produce highly sophisticated visuals to compliment information will be useful when conducting research reports and creating images for my professional circle.

Throughout my studies at Full Sail University to obtain my master’s in Business Intelligence, I will be able to use Visio to showcase data with rich-media visuals. I will be able to develop info graphs and operational charts to layout the foundation of concepts for an idea. I plan to continue to build upon my glossary that we started in this class to keep BI terminology fresh in my mind.

PESTEL Graph

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This song always picks me up and gets me back in the game. 

Lamar, K. (2917). D.N.A.. Retrieved from https://www.youtube.com/watch?v=NLZRYQMLDW4

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For this assignment, I was asked to develop a list of mastery goals and strategies to achieve them. This was an interesting project that required me to think about what my expectations are throughout my Business Intelligence masters through Full Sail University.

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Focus on being #productive instead of busy. #awesomelifestyle #awesome #successful #supreme #success #entrepreneur #entrepreneurlifestyle

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The past is a place of reference, not a place of residence. #entrepreneur #entrepreneurship #entrepreneurlifestyle #motivationalquotes #inspirationalquotes #success #supreme #successful #awesome #awesomelifestyle

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This is the current logo that I have developed for my online presence. It is planned to be used throughout Twitter, Facebook, Instagram, and YouTube.

I am creating an internet marketing blog with a twist. The focus of my blog will energize online entrepreneurs who are looking for information to transform their idea into a business. The logo displays my initials of my name Joseph Tokish. They are the flavors that provide the cup of java its flavor.

Not Your Average Cup of Joe is an online blog that puts a unique spin on how someone can use digital marketing for their own personal goals. Instead of focusing on the tools and methods, I want to explain how a person can take an idea and develop highly engaging products and services that provide a solution to their target audience need and want.