Marketing Media Insights: Search Engine Analytics Report

Student’s Name

MKTG3013

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Date

Executive SummaryThe purpose of this report is twofold: First, it aims to identify an idea for new products and other concepts that may improve existing products for Institute XYZ of Business Technology (a fictitious learning institute). Secondly, marketing media insights will be employed in developing content for a webpage, a Facebook page posting, and a Google text ad to market a newly conceived idea for the same organization. Online learning has garnered a lot of attention in the last 2 years. As a result, services provided have required the use of social media marketing to attract potential consumers. The insight-driven service analyzed in this report is a new online course targeting fresh college students. The idea is to improve online learning through personalized services and marketing the same as the future of college education. The report concludes that the Institute XYZ of Business Technology has created an improved program that personalizes learning content to match these demands with the learning outcomes targeting fresh college students and first year post graduate students.

Keywords: new product development, media insights, social media, keywords research, Google Ads, Webpage, Facebook, personalized learning, and online learning.

Table of Contents

TOC o “1-3” h z u Executive Summary PAGEREF _Toc101809426 h 21. Introduction PAGEREF _Toc101809427 h 41.1 Purpose of the Study PAGEREF _Toc101809428 h 41.2 Justification for the Research PAGEREF _Toc101809429 h 42. Marketing Media Insight-Driven Idea PAGEREF _Toc101809430 h 42.1 Details of the Insight-Driven Idea for the Product PAGEREF _Toc101809431 h 42.2 Market Research Processes and Analytics Procedures: Voice of Customer (VoC) PAGEREF _Toc101809432 h 52.3 Potential Value to Customers and Value to the Firm PAGEREF _Toc101809433 h 53. Marketing Media Insight-Driven Content PAGEREF _Toc101809434 h 63.1 Step by Step Process for Keyword Research PAGEREF _Toc101809435 h 63.2 Customized Keyword Research for the New Product PAGEREF _Toc101809436 h 63.3 Content for Three Types of Online Media PAGEREF _Toc101809437 h 83.3.1. Webpage Content PAGEREF _Toc101809438 h 83.3.2. Facebook Page Post Promoting New Interactive Online Learning PAGEREF _Toc101809439 h 93.3.3. Google Text Ad using Google Ads for Promoting the New Service PAGEREF _Toc101809440 h 104. Conclusion PAGEREF _Toc101809441 h 10References PAGEREF _Toc101809442 h 12

1. IntroductionSocial media refers to Internet and smartphone-based platforms and technology that allow people to connect with one another as well as share information and ideas. Creating communities or networks, as well as encouraging participation and engagement, are all part of what social media is all about, as the term implies (Gosal et al., 2019). From the above definition, brands must use a range of digital media channels to attract and engage prospects and customers in order to connect and develop communities. It also made mention of the difficulty in persuading people to participate (Ansari & Khan, 2020).

1.1 Purpose of the StudyThe purpose of this report is twofold: First, it aims to identify an idea for new products and other concepts that may improve existing products. Secondly, marketing media insights will be employed in developing content for a webpage, a Facebook page posting, and a Google text ad to market a newly conceived idea. Online learning has garnered a lot of attention in the last 2 years. As a result, services provided have required the use of social media marketing to attract potential consumers.

1.2 Justification for the ResearchThe insight-driven service analyzed in this report is a new online course targeting fresh college students. The idea is to improve online learning through personalized services and marketing the same as the future of college education. Marketing media insights are important in such an endeavor because they will enable the brand to closely monitor their communication message as well as the people targeted in digital platforms including the webpage, Facebook, and via Google Ads.

2. Marketing Media Insight-Driven Idea

2.1 Details of the Insight-Driven Idea for the ProductCOVID-19 was a major industry disruptor in the education sector. It forced colleges and other institutions of higher learning to quickly implement and adapt to a fully online-based curriculum. One of the many advantages of online learning is the ability to reach a large number of students in a participatory manner. Other advantages include: increasing the efficiency of teaching and learning through technology, increasing the efficiency of e-Learning administration, lowering public expenditure on training and education, and increasing the efficiency of research, among other things (Al Arif, 2019). However, the learning and teaching processes was not without usual teething problems. For example, there is a notable lack of motivation amongst learners (Bali & Musrifah, 2020), infrastructural issues (Fauzi & Khusuma, 2020), technical issues relating to digital literacy (Putra, 2021), a lack of connection through in-person interactions (Dhawan, 2020), and poor course structures and quality (Singh & Thurman, 2019). From these insights, a survey conducted by García-Morales, Garrido-Moreno, and Martín-Rojas (2021) found that students are eager to return to the traditional system of brick and mortar learning, an issue that may put several institutions and employees at risk of losing their jobs. To improve the online learning problems, the report looks at ways to especially enhance better in-person interactions through personalized learning programs, and addressing course structures and quality of learning to adapt to the new demands in education.

2.2 Market Research Processes and Analytics Procedures: Voice of Customer (VoC)Voice of customer relates to a business’ need and strategy to listen and address the issues mentioned by customers. In this case, learners make the customer base for online learning institutes. From the gathering of information and understanding their feedback, Peters et al. (2020) found that more than 47% of current university students prefer a more interactive system of learning, terming the online learning process as too detached and poor in terms of engaging the student. Marketing media channels such as social media, news, search, and blogs indicate that despite the movement away from traditional learning, consumers in the learning environment still look forward to a return to ‘normalcy’ regarding their learning structures. As a result, it is important that improvements be made to ensure better consumer feedback and satisfaction through personalization of learning process, more interactive learning, engagement, and improved quality.

2.3 Potential Value to Customers and Value to the FirmProviding helpful products and services to students may aid in increasing sales, increasing their loyalty, and enhancing the reputation of a school, among other things. Improvements in customer service, advertising, digital marketing, or any other area allow a variety of strategies that schools may employ to raise the value of their consumers (Foroudi et al., 2019). It is possible that learning how to provide value to a customer’s experience will have a substantial impact on an organization’s long-term performance and survival. Clients may reap the advantages of higher-quality education, affiliation with a prestigious school known for its excellence, superior learning outcomes, and a greater total return on their investment.

3. Marketing Media Insight-Driven Content

3.1 Step by Step Process for Keyword ResearchInstitute XYZ of Business Technology is responsible for posting the product/service specifics on the internet if the insight-driven concept of incorporating a more personalized system of learning is adopted, resulting in a better service delivery of course concepts that is ready for sale. In practice, when generating online text content for services, firms require a search engine optimization (SEO) approach, which means they optimize content for organic listings as well as exposure on social networking platforms (Wedel & Kannan, 2016). For the purpose of creating search engine optimized content, the marketing team often develops a keyword research methodology that is also used when creating text content. In a step-by-step process for keyword research, the phases include: identifying a comprehensive list of all words and phrases that apply to online learning indicative of a searcher being interested in pursuing a course. The next step includes expanding the list to include relative search volumes for every keyword (Katz, 2016). Here, more personalization and quality words and their related searchers will be added. Then, the list will be prioritized, categorized, and the preferred landing pages identified. Over time, the keywords list would be refined.

3.2 Customized Keyword Research for the New ProductThe quality of keywords may make the difference between winning and losing in a marketing campaign and a time-consuming waste of effort and resources. It will be the keywords chosen for the newly upgraded online programs for Institute XYZ of Business Technology that will decide the whole SEO marketing plan from start to finish. The first step will be to conduct a study of the niche for online learning. The idea is to get an out-of-the-box idea and aid in discovering more angles to the SEO and marketing strategies applicable to online learning. In this process, there will be a market survey of talking with current students to know their demands better, thinking from their perspective, and getting online communities involved in a discussion. A list of important and relevant topics founded on online learning will be made. Then, the topics will be filled with key words. The chosen topics are: online learning, improved online e-learning services, interactive courses, enhanced university courses, best business schools, modern e-learning institutions, and improved college structures. With these topic buckets, keywords will be identified that fall into the various categories. WordStream’s Free Keyword Tool, Keworddit, AnswerThePublic, and Google Keyword Planner will be used to conduct keyword research. They are presented in table 1 below.

Keyword Research Tool Keywords generated

WordStream’s Free Keyword Tool University

Home schooling

School

Department of business

Department of education

Department

Faculty

KewordditDeep learning

Interactive learning

E-learning

University

Home schooling

School

Higher education

Academic integrity

AnswerThePublicAchievement

Development

Accessibility

Deep learning

Interactive learning

E-learning

Google Keyword Planner Blended courses

Enhanced learning

University

Home schooling

School

Table 1: Keywords Research Outcomes

One of the most critical steps that the organization can do is to determine who the ideal customer is. It is the first step toward business success. To give a more tailored experience that suits the client’s (the ideal student’s) needs, the firm must go one step further and construct a customer persona that will befit the aforementioned keywords (Carlson et al., 2021).  A customer persona is a representation of a sample group that is based on analysis and research of real customers and reflects an audience – a person. A persona is a portrayal of a group’s core characteristics and characteristics. The organization may get information on the clientele in a number of methods. or instance, doing the keyword research will enable a better understanding of the potential customers. Utilizing social media or data from online school’s learning systems, evaluations, customer surveys, and other means to Google the terms the customers use online.  After amassing this data, the organization must discover how and where customers spend their time online and connect with them there (for example, which social media platform do they prefer: Facebook, Instagram, YouTube or a combination of all. Then, the organization must adjust its social media updates to the customers’ preferred tone of voice. For the webpage, the organization will create material that is demographically targeted based on the above keywords research. finally, the organization will collaborate with well-known individuals, influencers, professions, or companies who are admired by the customers for testimonials in the webpage.

3.3 Content for Three Types of Online Media3.3.1. Webpage ContentThe following is the content of the webpage describing the new improved service based on the above ideas:

Discover a comprehensive collection of online business courses that can help you make smarter business choices and flourish in today’s highly competitive business environment. Management and leadership courses, quality and modern conflict management courses, enhanced entrepreneurship courses, management systems in business, training on customer service, various courses on risk assessments, interactive and practical human resource training, business operations for a post-COVID era, new management practices, and more are all covered in our various improved learning and courses. We endeavor to provide a rich learning experience that allows you to grow essential business knowledge and skills for the modern globalized environment.

There are a variety of reasons why you would choose to enroll in a business course with us. It may provide you with the opportunity to advance your profession to the next level, or it may serve as an exhilarating first move towards pursuing a different route altogether. Professionals from all fields of business, from entrepreneurial aspirants to those interested in management, may benefit from some of our complimentary online business classes, no matter what their motive for enrolling is. Additionally, you have the convenience of completing the program from the comfort and privacy of your own personal settings at a speed that is appropriate for your schedule.

At Institute XYZ of Business Technology, we provide business course choices that can help you get started in your career and get the critical business skills that companies are seeking for. You can also update your business abilities and add to your current certifications. We offer a new interactive program that engages the learner directly into the entire learning process. We personalize our courses in a way that achieves both learner expectations and learning outcomes. 

3.3.2. Facebook Page Post Promoting New Interactive Online LearningThe following Facebook post will be used to promote the new and improved online learning at Institute XYZ of Business Technology.

Earn Your Degree with us at Institute XYZ of Business Technology

Our numerous degree and post-graduate programs take a comprehensive approach to business education, laying the groundwork for long-term career adaptability while also providing a solid foundation for immediate success. In this course, you will benefit from an innovative learning style that is centered on future studies. You will also learn how to handle changes in technology, perspective, and other factors as you develop the skills essential to sustain long-term company success in a quickly expanding digital economy. These technology-agnostic frameworks and models place a strong emphasis on the process and understanding in order to provide long-term experience and competency. You will analyze case studies and engage in simulations of business challenges in order to prepare to use your knowledge in a real-world setting when the opportunity arises. Visit our web page at www.businesstechnologyschool.xyzinstitute for more details.

3.3.3. Google Text Ad using Google Ads for Promoting the New ServiceFor the Google Search Network, the keywords will appear when potential customers enter search terms. This advertisement will be used by Institute XYZ of Business Technology to promote its many business-related business programs. The advertisement will be a rich media display ad that will feature the following banners: The picture will automatically alter depending on who is looking at the advertisement and how they interact with it, according to the advertiser.

4. ConclusionAs the education system change son a global scale, a gap emerges in the market or online learning where customers (learners) are demanding more personalized content and process in the teaching and learning structures. As such, Institute XYZ of Business Technology has created an improved program that personalizes learning content to match these demands with the learning outcomes targeting fresh college students and first year post graduate students. Using the media insights above, content for a webpage, a Facebook Page post, and a Google Text Ad using Google Ads have been created for Institute XYZ of Business Technology in order to market it to students.

ReferencesAl Arif, T. Z. Z. (2019). The use of social media for English language learning: an exploratory study of EFL university students. Metathesis: Journal of English Language, Literature, and Teaching, 3(2), 224-233.

Ansari, J. A. N., & Khan, N. A. (2020). Exploring the role of social media in collaborative learning the new domain of learning. Smart Learning Environments, 7(1), 1-16.

Bali, M. M. E. I., & Musrifah, M. (2020). The Problems of Application of Online Learning in the Affective and Psychomotor Domains During the Covid-19 Pandemic. Jurnal Pendidikan Agama Islam, 17(2), 137-154.

Carlson, J., Rahman, S. M., Rahman, M. M., Wyllie, J., & Voola, R. (2021). Engaging gen Y customers in online brand communities: A cross-national assessment. International Journal of Information Management, 56, 102252.

Dhawan, S. (2020). Online learning: A panacea in the time of COVID-19 crisis. Journal of educational technology systems, 49(1), 5-22.

Fauzi, I., & Khusuma, I. H. S. (2020). Teachers’ elementary school in online learning of COVID-19 pandemic conditions. Jurnal Iqra’: Kajian Ilmu Pendidikan, 5(1), 58-70.

Foroudi, P., Yu, Q., Gupta, S., & Foroudi, M. M. (2019). Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change, 138, 218-227.

García-Morales, V. J., Garrido-Moreno, A., & Martín-Rojas, R. (2021). The transformation of higher education after the COVID disruption: Emerging challenges in an online learning scenario. Frontiers in Psychology, 12, 196.

Gosal, A. S., Geijzendorffer, I. R., Václavík, T., Poulin, B., & Ziv, G. (2019). Using social media, machine learning and natural language processing to map multiple recreational beneficiaries. Ecosystem Services, 38, 100958.

Katz, H. (2016). The media handbook: A complete guide to advertising media selection, planning, research, and buying. Routledge.

Peters, M. A., Rizvi, F., McCulloch, G., Gibbs, P., Gorur, R., Hong, M., … & Misiaszek, L. (2020). Reimagining the new pedagogical possibilities for universities post-Covid-19: An EPAT Collective Project. Educational Philosophy and Theory, 1-44.

Putra, R. W. P. (2021). Improving the students’ motivation in learning English through google meet during the online learning. English Learning Innovation, 2(1), 35-42.

Singh, V., & Thurman, A. (2019). How many ways can we define online learning? A systematic literature review of definitions of online learning (1988-2018). American Journal of Distance Education, 33(4), 289-306.

Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97-121.