MUSI 3338 Lecture Notes - Lecture 33: Demand Curve, Search Engine Optimization, Search Engine Marketing
9 May 2018
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The Digital Breadcrumb Trail
● The aim of digital marketing
○ To tell compelling stories
○ To educate, engage, and entertain - not just anyone, but your precise, niche
consumer.
● Search Engine Marketing v. Search Engine Optimization
○ Search engine marketing, or SEM, is the process of getting traffic through paid
advertising on search engines.
○ Search engine optimization, or SEO, is the process of getting traffic from the
“free” “organic” “editorial” or “natural” search results on the search engines
■ Primary focus!
● The Long Tail of Marketing
○ A theory developed by WIRED Editor in Chief Chris Anderson.
○ In Anderson’s words: “Our culture and economy is increasingly shifting away
from a focus on a relatively small number of ‘hits’ (mainstream products and
markets) at the head of the demand curve and toward a huge number of niches
in the tail. As the costs of production and distribution fall, especially online, there
is now less need to lump products and consumers into a one-size-fits-all
containers. In an era without the constraints of physical shelf space and other
bottlenecks of distribution, narrowly-targeted goods and services can be as
economically attractive as mainstream fare.”
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
To educate, engage, and entertain - not just anyone, but your precise, niche consumer. Search engine marketing v. search engine optimization. Search engine marketing, or sem, is the process of getting traffic through paid advertising on search engines. Search engine optimization, or seo, is the process of getting traffic from the. Free organic editorial or natural search results on the search engines. A theory developed by wired editor in chief chris anderson. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into a one-size-fits-all containers.
