IMMP
I cannot believe a year has passed since my first encounter with Full Sail University. The journey has been encouraging, enlightening, and inspiring. The support that I have received from the staff, the professors, and the student body has been a life-changing experience. Before matriculating into Full Sail, I had a double-sided relationship with the digital world. At one point, I loved the fact that I could access my long-time friends and share family memories with others; however, the downside of social media was always blaring in my face. Wherever there is good, the bad is lurking around the corner. I despised the negativity exposed on social media and the backlash from the comments and postings of others.
One day, as I was strolling through Facebook, an ad featuring the Full Sail University Digital Marketing Master of Science program caught my eye. I immediately knew I had discovered what was missing from my life. My marketing background has always been from an outbound perspective, but digital marketing would open uncharted territory. Even though the internet sometimes produces sour grapes, the outcome can be fruitful and rewarding with the right knowledge, tools, and systems.
After furthering my investigation of the program, I quickly decided to enroll. That decision was based on my personal desire to change the scope of my current environment. After losing my son unexpectedly, I needed something to grip and recalibrate my energy, mind, and spirit. I wanted to stop crying and live. My connection to this program regenerated, renewed, and rebirth what I thought had disappeared forever.
I needed a disciplined program that would give me a reason to get up every day, and the Digital Marketing course gave me that and more. Every month was like Christmas, with four weeks of new learning tools, challenging assignments, engaging discussions with classmates, and articulate live videos with professors.
I have received two previous degrees from three different learning institutions. Still, I have never experienced a group of people that have been diligent, consistent, and instrumental in catapulting others to the realm of being the absolute best in their life-long ambitions and endeavors.
I have enjoyed this ride to success!
Thank you once again!
Delores Walker Burke
Internet Law Mastery Reflection
“The internet and the class will help me to understand the legalities of intellectual property, copyright, domain names, and trademark issues usage on the web and the First Amendment. I will also learn the interrelatedness of these entities.” (Delores Burke, Full Sail University)
My impression of this class before taking the class was close to what we learned. The first week gave an overview of copyright law. The most disappointing feat I had to face was that of someone “borrowing” my intellectual property. I designed an empowerment curriculum for the local Department of Family and Children Services’ clients. Later, I found out that the local Goodwill decided to take my theme and program and posted it on their website without giving me credit or permission to use it.
To be clear, this curriculum was not a work for hire project. I called both places and asked them to remove my material; they were hesitant and furious with that request. I had to threaten them with a lawsuit before they removed my material from their website. If I had acquired the information from this class before my situation, I would have packaged my material differently.
The World Wide Web is a growing beast, and to tame that beast, laws are put in place to help marketers and subscribers survive the internet jungle. Cybercrime is an untamable animal. When one criminal is stopped, another one pops up. Diligence and consistency must be a priority to curtail criminal activities on the web. Everyone has a job to do; as marketers, we must be proactive in preventing cyber-attacks. Privacy policies are in place to establish a trustworthy relationship with our subscribers. They must feel secure to shop, leave personal information on websites, and navigate social media. Privacy policies may not stop identity theft, but it gives the best hope a marketer has to protect its’ subscribers.
Defamation is another animal that might be found lurking on the internet. Bloggers may be accused of defaming a celebrity, but public figures must show ‘actual malice’ to win the case. Public figures are fair game when it comes to public criticism.
This class supports my personal efforts as an author and designer. I will spend more time researching this topic to gather additional information for future usage.
Thank you, Professor Downey, for a ‘down-to-earth’ approach in teaching this class…no pun intended. You made a difficult subject easy to comprehend. I gained a wealth of information.
Delores Burke
WEB ANALYTICS AND OPTIMIZATION
Web analytics has been one of the most intriguing courses in the program. The anticipation of discovering the unknown and breaking codes of collected data created a hub of anxiety and uneasiness.
Tracking a website is a mystery to many, and I’m privileged to introduce processing and reporting and decipher the user’s buying journey. Numbers are the universe; everything can be explained in the form of equations and mathematical statements. However, analytics allows both of my loves to rock the scene together, numbers and narratives. For the data to make sense, a measurement strategy is imperative to define the business objectives and the desired outcomes.
To bring those business objectives to fruition, the user will engage in micro and macro conversions. These conversions are key actions that users employ to fulfill those objectives by subscribing to a newsletter or making a purchase.
This course gave a different meaning to the word filters. I have worked Red Carpet events, and my word association of filters means removing what appears to be a blemish or flaw from a person’s face to make better. In analytics, filters help refine data to make it readable in reports. Introspectively, filters can change anything to improve the digestibility of it, whether face or reports.
I became quite fond of other terms, dashboards, custom dimensions, event tracking, custom metrics, segmentation, etc. all have its place in web analytics. The course was challenging but fulfilling and inspiring as well. Yes, I’m still unsure of my ability in the analytics world. Still, I’m certain that I want to know more to perfect my business skill set to become successful as a digital marketer.
“In Web Analytics and Optimization class, I will learn how web metrics can explain an outcome, correct or predict future trends by utilizing a measuring system that consists of a number, graphs, and chart” (Delores Burke, Brainstorming & Research Framework). My prediction of what I thought this class would be is spot-on.
Thank you, Professor Philip Arlen, for your insights and feedback.
Strategic Internet Public Relations
“The Strategic internet Public Relations class will help me to understand how to be proactive in reactive situations. This course will also teach me when and how to respond to unfavorable situations while protecting the company’s integrity.” (Delores Burke, Brainstorming & Research Framework)
Strategic Internet Public Relations allowed me to understand the importance of building relationships across all media spectrum. Building a strong online presence requires the ability to establish brand authority and trust. Customers need to know that the company will demonstrate integrity in its dealing externally as well as internally.
I have had the opportunity to work with local profit and non-profit organizations in the capacity of Director of Public Relations. However, my movement within those organizations has never been questioned or corrected in how I disseminated information in the media. Even though the goals were accomplished, I’m glad I now know the right way to compose a press release and formulate distribution strategies.
SIP was instrumental in providing the necessary protocol for measuring the goals and strategies of press releases. Discussions on how to improve and use the results were most helpful. Metrics are paramount when it comes to digital interaction. Who knew that click-throughs, conversions impact press releases, reads, Google alerts, social media mentions, potential reach, engagement, and visibility? Now I know that writing a digital communication piece is more about who sees it, reads it, and shares it.
This class caused an unlearning experience for me. I had to unlearn the writing behavior that was incorrect and perhaps outdated for press releases. Thank you, Dr. John, for a terrific semester!
Delores Burke
Advanced Search Engine Optimization
This has been a roller-coaster ride of learning during these last four weeks. We started with the ABC’s of Advanced Keyword Strategies, becoming familiar with the usage of keywords and the importance of those keywords in content writing and website search. The concept of bidding on particular words to promote your website floored me. The transactional aspect of digital marketing is so overwhelming sometimes. However, when I think I’m knocked-down or out of the game, I’m given words of wisdom from the instructor, and I believe again.
Week 2 of Advanced Search Engine did not leave me without stress. Who knew how easy and uncomplicated it was to spy on your competitors? It is a ‘legal thing” to snoop on your competitors and out-maneuver them using their gameplay. This is exciting! Be careful…because as you’re doing them; someone might be doing you. Who said love, war, or doing business is fair? Everything is fair game! To overcome the complexities of spying on competitors, build strong SEO keywords, relatable content, and relevant videos. Use unique meta titles and meta descriptions to be found and ranked. Following Google protocols and consistently updating information is the key to stay on top of problems that might get out of hand. One thing I did struggle with was the PPC. Just when I thought I had it…something happened. We shall overcome!
Week 3 of ASE was all about Internal and External SEO…link building. This was another subject that caused late-night green tea drinking and fruit-eating sessions. I actually enjoyed connecting the dots between internal and external link-building. Clicking outside of yourself is what we do when we communicate with other people. The projects did not feel like I was forcing something in my head that did not fit. My internal (brain) connected with my external (lesson)…not a pun. However, it’s great to engage something more significant or different from what is familiar, achieving more with the right guidance.
Week 4 Local Search Optimization
Every business needs visibility. When it comes to being found on the internet, a company must plan for that success to occur. “Build it, and they will come,” does not work for digital marketing. Strategic goals and plans must accompany the overall process of doing business on the World Wide Web. Local search optimization is all about connecting with your ‘every day;’ the people you shop with, eat with and attend events. How do they find you? Essential information about your company has to be available for them through major search engines. Google has more than 90% of the search engine market, therefore sharing the correct information with Google is communicating with your searchers.
These ideas, practices, and tools will be used in the manner in which I have been taught to use them.
Thank you, Professor Jake Johnson, for your support and wisdom!
Home
Advanced Digital Marketing Strategies
“The Advanced Digital Marketing Strategies class will help me understand the many components of digital marketing and how they work together to create a successful, enhanced customer experience (Burke, 2019).”
There are many components in digital marketing that create substantial and sustaining goals to achieve success. As marketers seek ways to surpass their competitors, they must include email marketing, social media marketing, affiliate marketing, global marketing, and search engine marketing.
Within each of these marketing strategies, one will find principles, practices, and tasks that will create an internet presence that will bring growth and revenue. A company must be aware of their targeted audience, who they are, where they are, their needs, and how to meet them.
In week one, we were introduced to a systematic process of producing ads for SEM. In which, we created a headline 1 and 2, with a descriptive statement. This analytical process involves creating a message that makes sense and captivating at the same time with limited characters. Now, I understand the phrase, ‘less is more.’
In week two, we focused on developing a conversion optimization strategy driven by the relationship development strategy. This includes the headline, the landing page, and the A/B and multivariate testing models. The funnel navigation relies upon the AIDA’s system, e.g., awareness, interest, desire, and action, which demonstrates the interaction and movement of a buyer with a marketer. We also researched the ways various companies establish authority and trust with their customers. Customers must feel that privacy and security is an essential priority for companies for which they shop.
In weeks three and four, we explored the various campaign types that presented four different agendas to reach the targeted audience. The broad and targeted campaigns reach large audiences that comprise all kinds of people who would not ordinarily be customers. These campaigns target those that are in the interest stage, where the advertising brings awareness and exposure.
The intention-based paid campaign reaches a focused audience that has entered into the action stage. They have already made a decision, just looking for the right marketer that matches their needs.
The last campaign is newsletter sponsorship, which also reaches a focused audience that has entered into the action stage. This involves partnering with other companies that compliment your brand and targeted audience. Placing ads strategically on the page can foster awareness and direct customers to your products, services, website, blogs, or social media sites.
Within these campaigns, we were introduced to the concepts of advertising goals and measurement. Knowing these metrics and understanding brand synergies is the only recipe for success. I look forward to incorporating these advanced digital marketing strategies into my company’s overall goals.
References
Burke, D. (2019). Brainstorming research framework worksheet. Unpublished manuscript, Full Sail University, Winter Park, FL.
NEW MEDIA MARKETING
At first glance, I thought the NMM class was going to help me understand new concepts that would allow organizations to reach their marketing goals and objectives. Another thought that influencers would enhance those businesses’ goals with the use of their mobile devices.
Now, what I know for sure: This class created a learning curve for me for sure. There was no priming for what I was introduced to. My background comes from the perspective of outbound marketing, advertising, and ROI, however, NMM lifted a veil that was uncomfortable and fuzzy.
I had to dig deep to find a place of real understanding to comprehend NMM concepts. Initially, the book by Mack Collier, “Think Like A Rockstar,” was an ill-fit for the subject of marketing. As I read and unpacked my original mindset about marketing and ROI, the concept of embracing customers like rock stars’ fans was not so unsettling for me.
When we view life from a perceptive point of view, you run into roadblocks and stumbling blocks. We unpack and regroup for reasons of understanding and growth. Once I researched, studied, and researched more, the blinder and the veil fell off…I’m faced with facts and documented documentation that this concept is viable and actual work.
Unlearn your learning system to grow, flourish, and thrive. When you are given more, you are required to do something with it. “Much is given, much is required…” (Luke 12:48)
So, I know how to identify personas, influencers, create a brand ambassador’s plan, and use digital marketing metrics to determine the ROI to reach business goals. Welcome to New Media Marketing!
I will utilize this marketing strategy as I encounter my clients that are seeking to expand and grow their business digitally. I will be able to provide a sound method in determining their brand awareness, engagement and conversion metrics. I will also include this concept in the final project to analyze my chosen company. Most of the foundation has been laid.
Thank you, Dr. John, for leading me on an uncharted path to embrace foreign and unfamiliar concepts to a place where I can sail and regurgitate what I’ve learned. Your calm and unbothered exterior was soothing and made learning smooth and palatable.
I truly enjoyed the journey!
Delores Burke
FINDABILITY
What does findability, SEO, JavaScript, web standards, accessibility, usability, HTML, CSS, and Google crawls all have in common? They are the subjects that I was introduced to in Web Design and Usability. During my brainstorming and research framework, I stated that this class would allow me to create a live website. However, I did not learn the technical skills of developing a website but instead, the principles and web standards of a site (Walter, 2008).
The World Wide Web came into existence in 1989 by a British scientist, Tim Berners-Lee, who wanted to share information across countries within universities and institutes. Since the beginning of his invention, many principles, codes, standards, and platforms have been developed to increase the functionality of his concept (home.cern).
The usability of a website is the foundation of any site; if users cannot navigate and find the marketer’s products and services, the effort is wasted. The usability of a website includes findability and navigation tools that assist a user in locating pages, access menu, and make a conversion.
According to blog.hubspot.com:
- HTML, JavaScript, and CSS speak the programming language of a computer to move a marketer’s ideas into an actionable webpage.
- HTML provides the basic structure of sites, which is enhanced and modified by other technologies like CSS and JavaScript.
- CSS is used to control presentation, formatting, and layout.
- JavaScript is used to control the behavior of different elements.
With Google’s search engine optimization (SEO), websites can be found online. Google’s crawl is another to say that Google has discovered your updated webpages and indexed them.
Web standards and best practices are put in place to ensure all computer communication can operate and speak the same language.
Overall, I thoroughly enjoyed this class. My experience has opened my capacity to see and understand digital marketing from the back-end of programming in a more profound and engaging light.
P L N
“In the Consumer Behavior and Analysis class, I will be able to analyze what factors motivate consumers to make purchases. I will be able to identify the successes and failures of various Internet marketing campaigns. I will be able to understand personalized marketing and how it drives the interests of the specific consumer to make purchases. I will be able to develop an Internet marketing plan that analyzes the spending habits of consumers.”
The above statement was my assessment of this class five months ago. Now that I have actually taken the class, my assessment is not too far off.
In Week One, I was able to understand the connection between needs and wants, how certain variable impacts, and impedes upon those decisions to bring a shopping resolution. In conversion, the customer speaks, and the message states that a certain level of satisfaction has been obtained.
Week Two brought a fascinating discussion on segmentation and the importance of relating to your target market through demographics and psychographics. What we like could be predicated upon where we live. According to the science of psychographics, every marketing effort is analyzed through these blurring lenses of personality and emotionalism. Because this principle has been applied in almost every facet of doing business, perhaps there is some validity in its functionality.
Week Three brings in a discussion about consumer-generated content. I didn’t realize this was a thing. Consumer-generated content is a form of digital word-of-mouth advertising, and it works, negatively or positively. However, if the words and the attention are in favor of the company, user-generated content is an excellent marketing tool to support or promote a product, service, or event.
Behavior targeting was the topic for Week Four. This subject can be discussed all day long, and all-day differences of opinions will still exist. Even I have mixed feelings about the utilization of behavior targeting because it hinges on being unethical. It is a necessary evil to stay relevant in digital marketing and E-commerce. As a Marketer, let’s do this but as a consumer…I take a pause. What happens when behavior targeting is in operation is simply digital profiling. Most times, consumers aren’t aware that they are subject to this practice.
I thoroughly enjoyed all of my classes as well as the professor and fellow students.
Can You Hear Me Now?
Marketing is the concept of value, advertising is the physical movement of a product or service, and branding is the heart of it ALL!
This semester has been very challenging, as always my goal is to harness what is unfamiliar and to hone and foster what is already a friend. Information is knowledge and knowledge is power. Based on Robert Greene’s book, Mastery, he said that the only thing that separates Masters from others is really simple. As we embark upon learning something different, once we reach a learning curve frustrations set in. We can allow this frustration to stop us or delay us but in reality, we should push forward with greater determination and tenacity. Redeeming the time is the only savior we have to reach mastery (2012).
Digital Storytelling and Branding introduced me to concepts that are relevant to the overall strategy of marketing and branding. Digital marketing is forever evolving and to stay abreast one must be prepared to surpass the competitors. Storytelling is another way to showcase thought-provoking messages to gain visibility and traction. I was able to employ those strategies to articulate my personal brand and to understand how it connects with the real business world.
What I Know Now…
When users come to the internet, they are unaware of the intricate layers of participants, invisible systems, software, and principles that are involved to guarantee the success of their visit. Before this class, I had no idea of the working system of the World Wide Web. This class pushed, enlightened and tested my learning curve. It connected the dots to digital marketing, web analytics, metrics, and optimization; in essence, the usability of the web.
Who knew that a landing page is an opening door to a website that can lead users to a shopping cart or to another site? Who knew that retargeting is a thing? What is a social media marketing strategy? Who knew that social media can be monitored by using #hashtags? How important is an influencer? Can I become one?
In my world, I take pauses, rest periods, however, I never stop or give up; so whenever I’m pushed to the limit, or reach a learning curve I review the material, research what I don’t know or understand.
My goals in this class were to understand the increased growth of digital marketing; analyze strategic methods of digital marketing and understand the differences between traditional marketing and digital marketing. At the end and completion of this class, my goals were attained. I have not reached mastery but striving to embrace everything there is about this field.
Digital marketing is a strange animal to tame, it continues to grow and forever evolving. I’m excited about being a part of an industry that never stops nor sleeps. Now I know and understand the interactions of all of the working systems of the World Wide Web.
Delores Burke's Mastery Journal 