Assignment 1 – Google Essentials – Mr. Naeem Mirza – Google India

THE SOCIAL NETWORK(s)


Social networks online have now started to dominate the internet space because people and businesses have seen the necessity to connect with each other.  Businesses are beginning to take advantage of the improved interactions online by getting more involved in activities targeted to social networking. Almost 60 percent businesses strategize in investing more money in social networking in order to increase their presence and spread their brand presence on the internet. 

Many of the social sites appeared and became huge,  like Friendster (started in 2002), MySpace (started in 2003), Netlog (started in 2003), Hi5(started in 2003) or Bebo (started in 2005).
In May 2007 Facebook presented its developer platform. The social network which at that time had about 25 million users encouraged external services to become part of Facebook by launching applications within the platform.
In 2006, there was a late comer to the social networking party: Twitter.
Facebook initiated the third phase by launching Facebook Connect in late 2008. Facebook Connect made it possible for external sites to add basic Facebook features so that visitors could carry their Facebook social graph and Facebook identity around even when they were not on http://www.facebook.com.
The use of DIGITAL MEDIUM for BRANDING PURPOSES



SEO – Whenever you enter a query in a search engine and hit ‘enter’ you get a list of web results that contain that query term. Users normally tend to visit websites that are at the top of this list as they perceive those to be more relevant to the query. Some of these websites rank better than the others. That implies that it is because of a powerful web marketing technique called Search Engine Optimization (SEO). SEO is a technique which helps search engines find and rank a site higher than the millions of other sites in response to a search query.


Cookie – it is a parcel of text sent back and forth between a web browser and the server it accesses. Its original purpose is to provide a management mechanism between a web browser and a web server. Without a cookie (or a similar solution), a web server cannot distinguish between different users, or determine any relationship between sequential page visits made by the same user. For this reason, cookies are used to differentiate one user from another and to pass information from page to page during a single user’s website session. A web server uses cookies to collect data about a given browser, along with the information requested and sent by the browser’s operator (the visitor). Cookies do not identify people, but rather they are defined themselves by a combination of a computer, a user account, and a browser.
Google Analytics tracking (and most web tracking software) uses cookies in order to provide meaningful reports about your site visitors. However, Google Analytics cookies do not collect personal data about your website visitors.
Bounce rateBounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality – a high bounce rate generally indicates that site entrance pages aren’t relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert. You can minimize bounce rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.
Mobile Phones and Branding

A recent study revealed that over 72 per cent of Indian consumers were at ease with mobile advertising and over 50 per cent were ready for personalised advertisements. Mobile penetration in India is the second highest in the world today. Every month over 8 million users are being added. Mobile phones are a constant companion today and you are almost certain that the user will read the advertisement.
Mobile Marketing needs customer profiling, which is perhaps the most challenging aspect of delivering person centric information. By customer profiling we mean, the profile information of consumer behavior which influences his/her choices to great extent. So be it’s his occupation or specifically mentioned interests, customer profiling is something which earlier had been tried to capture in snippets but less known aspect of consumer behavior. It is expected that mobile advertisements will also grow through display & videos, location-based ads and mobile coupons to name a few, though SMS could still lead the way because of its ‘reach’ to billions in the shortest possible time.
“GOOGLE ANALYTICS”


Google Analytics  is a tool which allows you to see where and how traffic comes to your website. For instance, when Google Analytics is added to a website, within your Google Analytics account, you  can view and learn a huge amount of information about your website, such as referring traffic and  keywords searched to land on your site.  It shows you how people found your site, how they explored it, and how you can enhance their visitor experience. With this information, you can improve your website return on investment, increase conversions, and make more money on the web.

There is a lot more to google analytics than written here. One should go on the website and understand more.


According to WIKIPEDIA – 


Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website statistics service, currently in use at around 57% of the 10,000 most popular websites. Another market share analysis claims that Google Analytics is used at around 49.95% of the top 1,000,000 websites (as currently ranked by Alexa).
GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, e-mail marketing and digital collateral such as links within PDF documents.
Integrated with AdWords, users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. These can also be monetized. By using GA, marketers can determine which ads are performing, and which are not, providing the information to optimise or cull campaigns.
GA’s approach is to show high level dashboard-type data for the casual user, and more in-depth data further into the report set. Through the use of GA analysis, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from (referrers), how long they stayed and their geographical position. It also provides more advanced features, including custom visitor segmentation.
Users can officially add up to 50 site profiles. Each profile generally corresponds to one website. It is limited to sites which have a traffic of fewer than 5 million pageviews per month (roughly 2 pageviews per second), unless the site is linked to an AdWords campaign.


The following graph represents the growth of internet users in the world from the year 1995 to 2010.




REFERENCES:

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