Transcript
An Internet Marketing and Advertising Campaign For The Look Photography Studio © Roberto L. Delgado Abstract The overall aim of this project was to create an Internet marketing campaign to raise the profile of a small photography studio in Puerto Rico. After an analysis of the market situation, the student identified a lack of competitors using the Internet as an advertising medium. As such, the student reasoned that the campaign would be successful if 1) a website was designed and built that engaged users and 2) an Internet marketing campaign was implemented to attract visitors to the website in order to generate interest in the client's services. Accordingly, the project was divided into two phases. The first phase entailed conceiving, designing and programming a website built according to standard webdesign principles, such as ease of navigability, clear and compelling copy, strong relevant visuals, and a well organized overall layout. The second phase involved conceiving and implementing an Internet marketing campaign using three specific channels: Google Adwords, Twitter and Facebook. The student completed the first phase of the project in approximately two weeks. This phase entailed building a site from the ground up using industry standard webdesign software, such as Dreamweaver CS4. After the site was completed, the student began the second phase of the project. As a first step, the student created a facebook and a twitter account for the client to promote the site using social networking. After creating these accounts, the student implemented the Google Adwords campaign. This Google Adwords platform was selected as a targeted way to attract users to the website. The student slated the Adwords campaign to run for one month. As a result of advertising on this platform, users visited the site everyday, with a majority of them arriving to the site from clicking on the ads, while a smaller percentage was referred from facebook and twitter. As the ads ran, the student modified some campaign settings, such as the keywords and the ad rotation, in order to increase the impressions received on the best performing ads. As a result of this project, the student had qualitative and quantitative data to show the client that measured the performance of this Internet marketing effort. The student used Google Analytics data to track the number of users that have visited the site since it was launched. Over the course of one month, the site attracted 152 visitors. A majority of these visitors were referred to the site from the ads that the student wrote and placed on the Google search engine. This modest number of visitors represents a success for a client that had not engaged in any Internet advertising. As a result of the success of the Internet marketing campaign using Google Adwords and social networks, the client is in a good position to develop these channels as they continue to grow their client base on the island and beyond.