mktg350 lecture 10302013

Online & New Media

SNC-MKTG350October 30, 2013

Tonight’s Agenda: Online Demos• Demographics online

– Men– Women– Other people

• Blog Post Reviews: – What are women doing online? (Megan)– What are men doing online? (Holly)– Building a site for your multiple audiences: 7 guidelines for

identifying audience segments (Courtney)– Goal setting is Success Setting for your online marketing efforts. 7

things to know about Google Analytics Goals. (Alden)

Correction!• Your presentations and digital

marketing plans are due to present in class on Thursday December 12th at 6:30

• Presentations will be 5 minutes only

• Give me your slides in advance via the blog.

Assumptions about online users?

1. 2. 3. 4. 5.

Internet, % of Country Population

Source: International Telecommunications Union.[5]

Internet, by Actual Users

As of May 2013, 15% of American adults ages 18 and older do not use the internet or email. • 34%: not relevant• 32%: not easy to use • 19%: too expensive• 7%: not physically connected

As of May 2013, 15% of American adults ages 18 and older do not use the internet or email. 44% of Americans ages 65 and older do not use the internet, and these older Americans make up almost half (49%) of non-internet users overall.

Men, Women online ~equally

Online by Age

Online by Education

Online by Income

Online by Race

Online by Urbanity

Profile of Online Users

• ~ Most Americans• = Men and Women• Tend to younger• Tend to be better educated• Tend to be wealthier• Tend to be less Hispanic• Tend to live in more dense areas

What does that mean for you?

• Apply to the careers you’re looking at?

• Apply to your companies?• Change your assumptions?

Social Media Users

• 20% online adults use LinkedIn• 16% online adults use Twitter

Social Media Usage by Age

All Facebook, but not all the time

• 61% have taken a break• 20% of non-users have used it in the past• 8% of non-users are interested• 28% of users say it’s become LESS important in

the last year

What do you do online?

1. 2. 3. 4. 5. 6.

Top Online Activities

1. Searches2. Send email3. Directions4. Weather5. Purchase info

What Women Want…

• To get/stay networked• To express themselves (think Pinterest)• Define who can be trusted• Information• Time savings

What Men Want…

• Information• To get networked• Express themselves• Get stuff done

Blog Topics:

• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Next session:

• Quiz on Monday• Discussion:

– Engagement• Behavior and engagement• How location, timing and relevance impact engagement