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E-business fundamentals - Coggle Diagram
E-business fundamentals
Social media
TikTok
Instagram
Facebook
AI
ChatGPT
Search engines
Google
Yahoo
Archee debuted in 1990
It allowed you to search file names (predecessor of websites)
search query
Goal: create a relevent
search result page
You want your business to come up :star:
History
What results to show
Use of software
3 similar things
indexing
List that is displayed
Not all pages make it onto the list
They try to avoid duplicates :red_cross:
ranking
Determination of rank is top secret :explode:
1000s of factors, including
words on the page
other websites linked to it
freshness of the content
crawling
search through the internet
Spider/bot looks for links
How search engines see webpages
It looks through the
index
than it gets filed
Optimize your pages :star:
What terms does your audience use :question:
images
the search engine sees the code behind it
Help them indentify the image by giving it a clear descriptive name :star:
alt tag
It sees the code behind a webpage:
HTML
For example the
title tag
CMS
content management system
a tol that handels all the coding for you and can make changes to your website
Organic search
= unpaid results
Put lower in the search query without the 'ad' tag
Remember the search engine wants to help people find what they are looking for :black_flag:
Good relevant content
Not too broad :red_cross:
SOE
Paid search
SEM
search engine marketing
The ads are similair to the organic content
Costs are only charged per clicks
Auctions are done
per industry
per keywords
The customer always has a lot of options to consider
Google search Console
= a service that gives you feedback on how your website is doing in Google search results.
Search analytics report
which searches bring people to your site :question:
irrelevant phrases indicate that your content is not accurate
Which other sites link to yours :question:
referals
crawl results
Can google succesfully enter your webpage?
google index reports
Prove that you own the website, that will grant acces to the data of your own website :black_flag:
It may take a few days to gather relevant data
Web browsers
Corporate strategy
Efficiency :star:
Digitalization
Relation with tourism
Reviews
YouTube video's
Price comparison
If you don't use any of these you are an exception to the masses :black_flag:
Internet
Has to be provided through a huge cable network :black_flag:
Hot topics
Fake news
Politics
Banning of certain websites
Laws and policies in the Global economy are highly relevant :explode: so learn the basics:star:
GDPR
General data protection regulation
Workshop 1
IOT and LORA
and their connection
LBS
Location based service
Pokémon GO :pencil2:
Advertisement based on location
Restaurants
Weather
=
proximity marketing
Uses GPS
Fitness tracking :pencil2:
Uber
Theme park
in a crowded theme park, LBS could be used to track the location of tourists and provide them with real-time updates on wait times and ride availability.
Real time data of how busy certain locations will be :star:
API
aggregator websites
Scyscanner
Ideal
Connects webshop, bank and Ideal
Enable two software components to interchange their data
AMS internet exchange
Katwijk
huge undersea cable network
Five large countries where 'regular internet services are blocked' and why
China
Blocked Twitter, YouTube, Google, FaceBook
Instead they use their own alternatives
WeChat|
Baidu = search engine
Why?
To control the narritive
Social media is collecting data in any possible way :red_flag:
The state seeks control :warning:
Dictatorship, doesn't allow free speech or free media
Russia
Concerned about the spread of misinformation
Think of Western media about the war :explode:
Tzazjikistan
Due to negative comments on the president
North Korea
embedded content
Use a link or script to give info that is not hosted on your own website.
Think of a video that is played via YouTube
You don't have to store or update this data yourself :star:
Risks :warning:
Loading times
Secuirity risks
Content might be designed to collect user data
Content might contain virusses
You're dependant on other websites technology and functionality
Copyright issues
Native content
When it is created through the medium itself
Think of recording a boomerang through the instagram app and also posting it on Instagram :pencil2:
Source code
HDML :pencil2:
The programming code behind a website
Provides the main foot :star:
Java script
CSS
Font styles (visual component of website)
Python
PHP
Used for animations
Usually it is public
Because that's how webpages are rendered by the browser
It's like a
Cookies
3 types
Functional cookies
Are mandatory in EU
If the website uses other types of cookies, they are in violation with the EU terms
Marketing cookies
First and third party cookies
Firstt
it remembers your preferences and data that is necesary for you to navigate the website
Third party
a
When you get advertisements from a website that you've visited
Usually you have the option to block them
Pixel
from FaceBook acts as a Third party cookie and evades your blocking but it acts as a First party cookie
Cookies can be used for a variety of purposes, such as improving website performance, analyzing user behavior, and personalizing website content.
Widget
Embedded content is showcased (usually in your homescreen)
Week 4 Affiliate links
3 Roles
Merchant
Via affiliates, you want to realize good quality leads on your website
Partner possibilities
Travel agencies
Review websites
Travel bloggers
Exclude
unethical influencers
Measurable results track metrics
Payment method
CPA
cost per acquisition
only for a confirmed booking
In this way your affiliate partner will have to deliver value that leads to win-win scenario's
Result
The cooperation would be considered a success when the affiliate program generates a significant number of high-quality bookings, increases brand awareness, and provides a positive ROI for your hotel group.
Credit term
30 days is reasonable
Affilate platform
Payment
Payment Process: Payments will be made on a monthly basis. At the end of each month, we will calculate the total number of confirmed bookings generated by the affiliates and determine the commission owed to them.
Commission rate
The more distributors you use, the more they will compete with each other, which strengthens your positions :fire:
10% will be average
Campaign Measurement
analtytics should be transparantly communicated
Reports on performance and effectiveness
Cooperation succes
Goals may include
Brand visibility and awareness
number of bookings
Revenue
Affiliate criteria
Strong presence in Travel and hospitality industry
Affiliate
You work for a Tour operator
All amounts of traffic that fall under their target group and have a positive experience should sevice
The message and the 'why' that is communicated should match
Brand values
Target audience
Content
Reviews
Virtual tours and videos
Exclusive offers and promotions
This would require special collaboration
Social media
Blog
Google Garage
3 achievements
establish a digital presence
website
Build in features that are most important to you
Make them stand out :star:
Come to physical shop
Buy your products
Call you
app
social media
you don't necesarily have to start with a website :!:
Market yourself
How will people find you
paid search
Search Engine Marketing
Major search engines use auctions
SEO
is free
Know what words people type in :star:
Know your customer's profile
Email marketing
measure and improve digital endeavors
Digital plan should be a long term plan :star:
It takes time :explode:
analytics
knowing where you're visitors come from
You can clearly conclude which ads are succesful and which are not :star:
Track what people do on yo0ur website
Things change rapidly
Find a blance between keeping up with Trends but also finding a strategy that will remain steady for a long period :star:
3 tips
know your goals
use analytics
keep up to date
Build your web presence
What to showcase
Used to be just who what where
Now there's much more value to offer
Social media can complement or in some casses replace a website :black_flag:
App
GPS
often used as
loyalty tools
How websites work
You need to 'rent a server' just like you'll have to rent a building on a street
Server
hosting fee
is a bit like paying rent
IP
long string of number that references to your
Domain name
Everything that comes after www.
The browser knows where to look for the info
Server gives green light which allows user to get onto the website
Their way of communicating goes through bits and bites :explode:
Having the name of the business in the website’s domain name is the best idea for a startup
That way it’s easy for customers to find her online, and also recognise her business in town.
Key ingredients
Domain name
there can only be one
You can find which ones are taken on 'domain resistrar'
It should be clear and memorable
Organize your website
You can use templates
Look through the visitors' perspective :star:
Match both needs
add
hyperlinks
to other relevant websites
Content
More than just a sales pitch
Also avoid technical terms :red_flag:
Show what you can do to help visitors
Connect with visitors
Competent but not intimidating
Every second counts
Website usability
Consistent layout
Logo is clearly displayed
Clicking on it makes you return to the homepage
Writing
For your audience
Call to action :star:
Incentivize to
Call now
Navigation
Logical order
Searchbox
Just like a physical shop, the order should make sense
Design, common mistakes
Speed :star:
Internet users aren't known for their patience :black_flag:
Responsive design
Adapts to the way it's used
Vertical phone makes website vertical automatically
Ditch high resolution images
Faster loading time
Use the same background picture
Ask for efficient coding
Website is not just for selling, but also for solving
Use previous users' satisfied content
Online business strategy
out of your head and into action: clear goal :fire:
Define goals
Potential customers
Sales
Content marketing
Paid advertisemenet
Social media
Engagement
email marketing
Mission statement
What does your business stand for?
USP
What makes you stand apart from the competition
Physical vs online shop
4 distninct online stages
see, think, do, care
Not neceseraily perceived in this order
audience segmentation
know who to talk to at what times
What language to use
Customer behaviour
Touchpoints
Any stage when it comes in touch with the business
run into signs
online ads
Positive associations :checkered_flag:
Impress them at every stage :star:
Social media offers many oppurtunities
Show character :star:
connect with the audience as real people
Purchase journey
Put yourself in the customers shoes
Where do you ask questions/help
Where do you first get interested
What image
How to stand out from the competition
What makes you stand out
Colour / display
cathces attention
especially important in physical stores
USP
4 key questions
audience
Who is the competition :lock:
What problems does my target audience have
How can I solve them :explode:
Make a human connection
SWOT analysis
Strenghts
Weaknesses
opportunities
New products that targets a niche :fire:
threats
both internal and external risks
Goals to improve business performance
KPI
Key performace indicators
Helps a team understand abnd track their progress :star:
Can be broken down into smaller goal
Anything that gets you closer to you're goal
25% increase in sales :pencil2:
Sales training
SMART
Google garage
Intro SOE
Make sure every page does what it is supposed to do
Search engines now consider the devices that people use to browse :fire:
Unique, engaging, relevant content does it best
Importance of a plan
Use data to asses weaknessess and strenghts
Brainstorm solutions to improve weak spots
Be realistic because big content might require a programmer :warning:
Order
Do keyword research
See where I appear in search results for certain keywords
Lookf for gaps in SEO performance
Review results and adjust plan
Keyword research
Popular phrases that are put into the search engine
Keep an eye on changes
Find inspiration from other websites :star:
Talk to customers
The way your customers describe your content is probably the keywords that will be most popular
How to choose keywords
What terms are used :question:
consider Frequency and competition
There's a balance between being unique or outcompeting :black_flag:
Small business usually have to be unique: specialist
Use
google search console
Made for human visitors
Don't stuff keywords unnecesarily because it's against SE guidelines :forbidden:
long tail keywords
longer keywords (with low search volume) phrases that are very specific to whatever you’re selling. (specialist)
Module 7
Avoid spam :red_cross:
Major elements that are used are most important
Title and meta discription
The title is used to generate the first line shown; the meta description is used to generate the few short sentences that follow
They are embedded in the HTML code of your page, but they’re also visible to people. :black_flag:
Should both include the companies' name :star: :black_flag:
How other websites can work for you
off-site optimization
through social media
= all the measures that can be taken outside of the actual website in order to improve its position in search rankings
The key is to think quality, not quantity.
Backlinks
Other websites that link to your website = a vote of confidence and a sign of quality to SE's
Make sure they are legitimate links to good websites :check:
=
content marketing
Cross border with SEO
International prospects
Most important factors
Language
You can add a button that translates the text
But search engines cannot use this button :warning:
Don't mix languages :warning:
Localization
Add annotations
country targeting
Different currencies and metrics
Different time zones
Domain names
CCTLD
= Country code top level domain names
Usually target specific countries
Module 9 Be noticed with search ads
SEM auction
Simple and effective
There's usually 2 or three paid slots
Relevance and bid have to be right to win the auction
Max CPC
Quality score
is rated from 1-10
Both ranks get taken into consideration
If relevance is too low, the SE won't showcase your ad :red_cross:
With a much higher bid a 7 in relevance could beat an 8 in relevance :black_flag:
Only pay when someone clicks to learn more
What makes a good keyword
Relevance
Traffic
How many people search for it?
Competition
Make your ads stand out
Headline should be relevant
Call to action should be exciting
Module 9
even with
exact match
keywords with minor variations still trigger the ad
conversion tracking
keeps count of how many transactions are completed on your site when referred from a search ad
relevance
If it shows up for non-relevant searches, it'll cost you money :warning:
Choose how close the search term has to be
Plurals = minor
phrase match
Broad match
Exact match
negative keywords
Are inserted to avoid people seeing her ad when they search using those keywords. :star:
Getting started with content marketing
3 focus points
Answer the audiences Q's :question:
Provide something of value
Keep them wanting more
segmentation
To get insights into what people search for, try free online tools like Answer The Public and Keyword Planner. You also can utilise analytics features on social media platforms like Facebook and Twitter to get a glimpse of audience demographics and behaviours.
Formats
Infographics
GIFs
blogs
usually subsection of website
Sometimes written by external company.
It doesn't have to reach millions of people, as long as it reaches the right people
Inspire
entertain
Quiz or competition
persuade
educate
e-books
Promotion
know what channels are used by your Target Group
consider multiple channels :star:
Register your business is
online local listing
to get more traffic :star:
Social media is a lot about interaction with the TG :black_flag:
Make sure you respond to them in an adequate timeframe :star:
Content calendar
Keep track of important dates
Mobile
SEO operats differently :black_flag:
Unlike desktop, mobile search engine optimization (SEO) is impacted by the location of the user, the size of their screen, the device's operating system, and more. Understanding these differences makes it possible to improve your rankings across devices and grow your business.
Focus on performance and usability :star:
Relationship status can be used
CTA
= call to action
Email marketing
Display advertising
Lecture 3
AI
Search results can be based on
Human feedback
Voice
Accent
Meausurement in websites
3 ways of communication
Semiotics
Linguistic
Heptic
voice and bodily control (clapping :pencil2:)
Computer uses all three :black_flag:
Modern ways of measurement
Wriskband
heartbeat and sweat
Headband
pleasure and stress
Camera
tracks eye movement
Tongue lies, but the rest of your body doesn't :explode:
PESO model
Paid
earned
shared