Welcome to the fascinating world of Digital Marketing as this website seeks to inspire and teach students at Siena College how to develop, implement and analyze  essential digital components that will grow their knowledge and skills for career success by providing guidance, support and training.

Being a savvy digital marketer is a key skill and this website will share the most important and in-demand skills you will need to leverage for career success. The technical skills of digital marketing must continually be updated as each new trend and marketing tool emerges in the marketplace and students will benefit from the knowledge provided.

While it might seem overwhelming if you are new to the world of digital marketing, the good news is that there is a ton of information available to help you learn. The valuable resources provided by Digital Marketing Education is  a great place to start. As a digital marketing student, 2024 is a time of great opportunity to learn and thrive as the business world grows increasingly more integrated with online marketing tools.

Forget about boring lectures and theoretical discussions—my undergraduate and graduate digital marketing classes are all about hands-on learning and real-world application. Through interactive discussions, development of your own digital marketing company, and practical exercises, you'll have the opportunity to put your newfound knowledge into practice and see tangible results firsthand. You will gain valuable experience that will set you apart in the job market and be current with the latest trends in the digital marketing world such as Google Analytics 4, AI, and technology.

My promise is to produce exciting content with integrity and to always communicate with passion. To be a leader by setting the precedent with strong values and leading by example. And finally, to be dedicated to my students for they are the inspiration for these resources.
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I’m so glad you’re here.

My organization is in the introductory phase with limited capital and we need to gauge consumer interest before proceeding further. Based on these organizational characteristics and goals, the following digital marketing channels are ranked in order of efficiency:

Social Media marketing
Social media will allow us to increase brand awareness, develop traffic and engagement with consumers, and receive responses to posed questions in a cost-effective manner. We can gather feedback regarding composition of the packages, pricing, interest and other pertinent areas. We will have a prominent social media presence across multiple platforms which each containing our website URL. Our objective will be to increase social media engagement across all platforms.

Display marketing
Display marketing will assist with reaching consumers based on likely websites they visit. A profile of our target market (demographics, behavioral, interests, etc.) can be used to effectively reach consumers. Remarketing techniques will be used after consumers visit our website.

Pay-per-click (PPC) marketing
As a small business with limited popularity and backlinks, it will be difficult to appear on the first page of SERP (search engine results page). Consequently, we will have to implement a paid search strategy to show on the first page based on keywords we wish to bid. We plan on actively using  Google Ads search advertising to generate ads on search engine results pages.

Search engine optimization (SEO) marketing
While building our brand awareness, customer following and engagement via social media, we will implement an effective SEO strategy for our website to increase organic search rankings based on keywords. 

Mobile marketing
Our mobile efforts will maximize the four channels listed above as most consumers will interact with our business via this format. Our website will be designed to be mobile friendly and the purchase process will be simple and easy to read. Digital Marketing mobile statistics are as follows:

• There are over 48 unique mobile internet users in the world​​
• Mobile devices are used for over 40% of online transactions.
• Email recipients prefer to open emails on mobile devices.
• 77% of American ad block users are willing to view some ad formats.
• 52% of companies use a simple template that works for all devices.
• Google owns 96% of mobile search traffic.
• Android holds 68% of the global mobile advertising market.
• Marketers and advertisers put 51% of their budget into mobile ad

As I am developing my business, it is important to track website analytics to understand how people are interacting with my website in order to improve it even further. Here are 5 web metrics I plan on analyzing for my business: 
 
1. Source and Medium
Source/Medium is a dimension that tells the origin of the traffic (source) as well as the category of the source (medium). For example, we could learn that someone reached our site from a link on another webpage or through a search engine like Google. Knowing this information will allow us to know which marketing channels are most effective. Knowing this, we can allocate our resources more efficiently. 
 
2. Engagement Rate
This metric is found by dividing the number of engaged sessions by the total number of sessions. Knowing this will inform our team on if people are actively looking or searching through our website. Information about what it means to be identified as an engaged user can be found here.
 
3. Conversion Rate
My site’s main objective is to get people to submit their contact information so more work (and money) can be made. By tracking contact form submissions as a conversion, I can see how many are interested in my services per session.
 
4. Pages and Screens
This metric tracks the number of views, users, time on page, etc. for each page on my site. I can look at this to identify my most and least popular pages. This information could lead to changes on my website to make the least engaging pages look more like the most engaging pages. 
 
5. Users vs. New Users 
It is important to track users vs. new users. A new user is someone who visits my site for the first time while a user is anyone returning to my site. This will show me if the traffic I am receiving on my site is from someone new, or someone who has shown interest before. This information can provide insights such as if a new ad campaign drove new user traffic. Knowing this information will help budget our efforts more effectively.