Global Marketing is my first class about online
marketing in my life. I feel so curious what contents of our class would be
attractive to me in the very beginning. So the first concept I find interesting
is the Search Engine. A search engine is a software system that is designed to
search for information on the World Wide Web. The search results are generally
presented in a line of results often referred to as search engine results pages
(SERPs). The information may be a specialist in web pages, images, information
and other types of files. For instance, if you want to look for a wonderful
restaurant for dinner around town, it is convenient to open a search engine and
input some key words, like “delicious food in Pittsburgh”. The result page
would show you all best restaurants in magazines or on the list near or in
Pittsburgh. It is useful for me because I can search anything I want or any
information I look for, and there is a saying that there is no need to store
knowledge as long as you know how to use search engine in current century. A
search engine operates in three ways, such as web crawling, indexing and
searching. It is important to get to know how a search engine works because it helps
marketers to understand some sensitive keywords that are helpful in making a decision
of designing websites and relevance. Although the search engines so powerful
that could solve most problems or query people look for, how would it deal with
the searching results about violence or unhealthy information which could badly
influence people including children under 18.
Another concept I am interested is the Pay Per Click
(PPC) advertising. Pay Per Click (PPC) advertising is an advertising system
where the advertiser only pays for each click on their advert. While it is most
often used as an advertising system offered by search engines, such as Google, Yahoo!
and Baidu, it can also be used for banner advertising (where the advertiser pays
for clicks on the advert as opposed to impressions). PPC is also the system on which
many shopping engines and directories, such as NexTag and Shopping.com, are based.
Sometimes PPC advertising on search engines is referred to as paid search. For
example, if I search wonderful restaurants, some relevant information about
restaurants in Pittsburgh would show up on the right side of the searching page.
The advertisers placing advertisements about wonderful restaurants information has
to pay to the search engine company through people click into the advertisements.
So PPC allows advertisers to pay for the clicks they receive on online market. My
problem is that the advertisement for me is useless at most time because it is
easy for me to ignore these information, so is it worth for advertisers to pay
in order to get profit after that?
The most important skill I learnt in this week is
how to fully take advantage of Google application, like setting up a Blogger. For
example, I don’t know how to use or launch a blog on the Internet at the
beginning until I figure it out. It is great and useful for me that I can share
what I learnt in this week about some concepts or skills to the public. In the
meanwhile, it contributes me to better understand how the online marketing
works. The only problem I get is I am not sure how to set the link to Dr. Chung’s
blog collecting systems so that she can see my blog right away.
My current journey reflection throughout this
session is that I briefly understand how the online marketing works and
carefully know the concepts, such as search engines, Adwords and CPC or PPC
advertising. I really look forward the next class about the introduction to
search advertising and Adwords.
