Amber's IMC Blog

In today’s digital world, social media is everywhere. Whether using a computer, tablet, television, or cell phone, we are constantly connected to the world of social media. This means that we are also constantly connected to the world of marketing as many companies use social media as part of their marketing strategy. With billions of potential consumers across hundreds of different social media platforms, marketers must determine the best approach for a company to take in regards to its social media participation. Marketers must decide if they should place their focus on one platform or if they will use multiple platforms to get their messages delivered. The question is “how can these marketers determine the best approach?”.                                                   Figure 1: (“Why Academics Should Not”, 2017) Factors such as the type of compan...

A Click-through rate is defined as the “ number of click-throughs for a specific link divided by the number of times that link was viewed ” (“Week 1 Lesson, n.d.). The measurement of click-through rates is important because it can provide insight as to whether or not your website is performing well or poorly (Kent, 2018). A high click-through rate indicates that the current content being provided is valuable to the audience; however, a low click-through rate indicates that the current strategy should be reevaluated (Kent, 2018). Although there are many variations in what a click-through rate is based on what it is being used for (pay per click, email marketing, and so on), this blog post is focusing on the Web Analytics and Search Engine Optimization component. According to Kent, providing relevant content throughout each web page on a website is an important element of “capturing clicks” (2018). Based on Google’s algorithm, the higher and more organic the click-through rate the m...

A conversion is defined as “the number of times a desired outcome was accomplished” (Week 1 Lesson, n.d.). Because there are so many kinds of conversions, it is important for a company to determine what type of conversion they are seeking and who they are seeking that conversion from. For example, a business to business (B2B) company might consider a conversion to be a ‘web form submission, views of a marketing video, [or] white paper downloads” (“What Is A Conversion”, n.d.). On the other hand, a business to consumer (B2C) company might consider a conversion to be a “phone call, appointment, view of a map/directions page” (“What Is A Conversion”, n.d.).  The ultimate conversion is when a customer actually purchases your product or service. Unfortunately, in most scenarios a purchase is not made the very first time that someone visits a product page (Hammis, 2016). According to Hammis, a conversion can be considered as a “touch point” in the marketing funnel (2016). Once a co...