Urban Style is an furniture company with declining sales and foot traffic. They are seeking ways to boost online marketing through strategies like branding, creating an engaging website, search engine optimization, social media marketing, and business blogging to reconnect with their target demographic of young urban professionals. Key aspects include developing content to attract and retain attention online for 8-15 seconds, building a sense of community, and establishing metrics to track success.

1. URBAN STYLE

5. APPROACH IS INTEGRAL TO STRATEGY BRANDING IS BEFORE PACKAGING AS PACKAGING IS BEFORE DISTRIBUTION “ Can you imagine what I would do if I could do all I can?” The Great Sun Tzu

6. MASLOW’S HIERARCHY OF NEEDS 1943 A THEORY OF HUMAN MOTIVATION

8. THE QUESTION IS NOT IF NOR WHEN BUT HOW. HOW? Reasons Behind Unsuccessful Online Marketing Strategies; 90% of Webmaster attempts at Online, Affiliate, and Social Marketing FAIL HOW? Poorly chosen channels. Poorly chosen content, usually: bad, unsustainable, or uninteresting. Poor direction. Most Online Marketers forget their target audience. Most Online Marketers forget about Search (SMOSEO). FEW MARKETERS REMEMBER THE IMPORTANCE OF BRANDING WHICH HAS STOOD THE TEST OF TIME

10. NOT BRANDING: A STRATEGIC APPROACH

16. VIRAL STRATEGIES

17. WEBPAGE A webpage is without question essential in online marketing. Universal McCann Wave 3 report: 346 million blogs, 307 million visit friend’s social networking sites, 160 million subscribe to RSS feeds. Successful commercial webpages employ engaging narrative images, interactive videos, games, utllizes blogs, websites, Twitter, Facebook. A webpage is the modern business card . Forgetting about SEARCH is the main cause of online marketing failures.

18. 4 STEPS TO SEO Search Engine Optimization (SEO) is a marketing technique to increase the flow of traffic to a website for free. This is different from Search Engine Marketing (SEM).

19. STEP 1 SEO TARGET MARKET BIZ ANALYSIS: Consider how search engines work and what people search for Base website analysis around meta sets/keywords, visible text, code to determine how well positioned your webiste is for search engines, employ competitive analysis, examine content of keywords to present engine rankings, competitive web sites to determine an effective engine positioning strategy, utilize Google universal search, attempt to unite all search results (web, video, news) on a single platform Video Advertising Basic Stats 32% check out company’s website 22% check out banner ad that accompanied video 16% talked to friends and family about it 15% went to store to check out product 13% requested info on product 12% made a purchase 9% forwarded info to friends, family

20. Step 2 Keyword Research and Development Keyword analysis, compare competitors’s Websites for clues, prioritize keywords, take into Account misspellings, baseline raining Assessment, understand where you are in order to assess future rankings, assess goals and Objectives Keyword tools: range from 2 to 5 words, search phrases, keyword phrases, queryphrases, relevant to site’s goal, theme, and subjet matter

21. Step 3 Content Optimization and Submission Create page titles Meta tags, place strategic search phrases on page, integrate selected keywords into your web site source code and existing content on designated page, develop new sitemaps for Google and Yahoo!, make it easier for search engines to index site, submit website to directories

23. Step 4 Test and Measure Analyze the programs implemented to achieve success, maintenance with ongoing modification of keywords Webhosting: Immotion.com Ipage.com Justhost.com

24. Webpage Average Cost Guide AVG HOURLY RATES Student/Offshore: $15-30/hr Freelancer/Company: $25-75/hr Expert Consultant: $50-250 Professional Firm: $75-200

25. BUSINESS BLOGS

30. SOCIAL MEDIA

37. COST-BENEFIT IN SPECIFIC SCENARIO win-win-win

38. Impressions Gross Rating Points Cost Per Thousand Impressions Net Reach Average Frequency Frequency response functions Effective reach Share of voice Pageviews Clickthrough rate Cost per click Cost per order Cost per customer aquired Visits Abandonment rate Bounce rate DETERMINING COSTS In light of benchmarks

39. TIMELINE

40. win – win - win