Marketing 754: Friend or Foe?
December 18th, 2008
Marketing 754: Friend or Foe
OSU MKTG 754 Student
Guest Blog Post
Hands down, Marketing & Logistics 754 is the most difficult class that I have ever taken. I have struggled thru the past eight weeks hopelessly lost. The material is difficult to grasp and the presentation of it is hard to follow. And don’t even get me started on web analytics!
But rather than focusing on the negatives, I would prefer to share what I have enjoyed about the class. First, there are the blogging assignments. I had never blogged before this course.
Another aspect of the class that I have enjoyed is the optimizing of a website’s landing page. The instructions were clear and well organized; this is what it currently has and this is how you make it better. Rewriting titles, content, and Metatags was actually fun. Metatags remind me of the Matrix with all of that funky code!
I know this may sound crazy but writing Metatag codes is kind of like sculpting or painting. You start with a blank canvas and then create a beautiful piece of artwork out of nothing!
As we also learned in class, there are other ways to optimize a landing page as well. Including footers and anchortext links are great ways to improve a site. So while I didn’t have enough computer savvy to actually build a site myself, it was rewarding thinking of ways to beef up the Bizwatch landing page.
So even though I have faced many obstacles in this course, I can also say that the few achievements I have accomplished have helped to inspire me to stay strong and push threw these last few weeks of the quarter!
Posted in Blogging, Ohio State University Fisher College of Business. No Comments »
More on OSU Search Marketing Students of Marketing 754
June 15th, 2008
More on the Series of Search Marketing Student Blogs - Marketing 754 (Principles of Electronic Marketing 754)
by Laura Thieme
Without a doubt, in the two years I’ve taught search marketing at Ohio State in the Fisher College of Business - there are some students who truly excel in search marketing and web analytics. They are the type of students that within time they prove they are hard workers, incredibly smart, and determined to learn above all else. A’s mean a lot to them in some cases, but above all else, they want to do well at everything they do.
I’ve enjoyed working with some of the students who ask to meet with me, come to my office, and work to improve their practical knowledge of search engine marketing and web analytics. The challenge for those of us who have expressed interest in recruiting students from Ohio State’s search marketing course include the following:
1) Despite how good they might be, are they interested in search engine marketing?
2) Do they know what they want to be, when they grow up yet? And is search marketing at the top of their list?
3) Are they strong creatives, but not great analysts?
4) Can the strong analysts understand the value of working with the strong creatives?
5) Will they work longer in one position than six months, the average tenure of the job-hopper in today’s younger generation?
Questions to answer for those who come to me from major companies and want to recruit:
1) Who can I hire, who would you recommend?
Answer: About 5% of the class may want to go into search engine marketing. That means you need to invest in recruiting at OSU well in advance of the course. Don’t wait until the course runs in Spring, as you may be too late to hire the students. They may already have good jobs lined up.
2) Where can I post my jobs, or recruit?
Answer: Through Career Fairs, and the Fisher Job Board. You might also want to read OSU Fisher College of Business Recruiter FAQs.
I’m having problems posting a job right now on the Job Board - so as soon as I can add more insightful info about the process of posting a job and upcoming job fairs - I will update this blog post.
Posted in Ohio State University Fisher College of Business. No Comments »
OSU Students Weigh in On Search Marketing 754 (Principles of Electronic Marketing)
June 13th, 2008
Ohio State (OSU) Students Weigh in On the Challenges of Using Web Analytics for Search Engine Marketing
by Laura Thieme
As you’ll see the blog posts below, several of the OSU students taking my course on Search Engine Marketing & Analytics struggled with web analytics. I noticed a big difference this year in the students. The biggest challenge was learning nine tools: NetTracker (the old fashioned log file analysis software), Google Analytics, WordTracker, Google Adwords, Flickr, Wordpress blog software, WebPosition ranking software, Bizresearch’s Bizwatch, and improving their Excel and Powerpoint skills.
If search marketers counted the tools they have to use on a near weekly basis, they might be surprised to learn they are using over 38 technology tools to do their job. That’s a problem in itself. However, the ability to learn technology tools and adapt to an ever-changing tool industry at an uber-hyper pace is crucial. Knowledge of these tools makes you as an employee far more valuable. Rarely do employers train on all of these tools, thus there is an employment requirement to easily and efficiently adapt to new tech tools as they come out on the market. If you think you’re going to get training on how to use Wordpress, or Flickr, or WebPosition in your first week on the job - that’s unlikely. You might get training on a company’s proprietary tool that they own - but unlikely they’ll train on every new tool that is introduced on the market. If anything, they’ll be looking to you kiddo, to figure it out and quick!
Why is web analytics so hard for search marketing students at OSU? For one, they’ve never had a course anything like this in business school. This is taught at Fisher College of Business, it is not taught at the multimedia school of design or some similar curriculum. I’m also not an easy professor. I don’t grade on a “curve” basis. I don’t do multiple choice until the final exam, and only select questions are multiple choice. I don’t like multiple choice as a professor - you like to guess, and if you had a review session the way students want these days - you get the answers in your review session. Short answer is best. You either know web analytics and search marketing or you don’t. Essays - people bull-shit too much.
One more professional opinion - it’s amazing how cocky some kids can be these days. I watched a 60 Minutes episode a few weeks ago about hiring and retaining today’s younger generation (the younger 20-somethings) - today’s student is likely to walk up to the professor with cell phone in hand and request they talk to their mother about that C you gave them on the mid-term. I had a few students go to the chairperson because they didn’t like their mid-term grades, and they thought I should be more lenient. One student told me he clearly got the “gist” of it all, so isn’t that enough? He asked me six times to change his grade. Six times! I later learned that is actually considered “stalking a professor” and not ethically permitted. Good to know!
Another student actually contacted a client of mine in a spiteful way because he was upset about his mid-term. I caught him in the act, and we are now going through Judicial Affairs and Academic Misconduct. This is not what I want to do teach search marketers how to be better at this topic - at the 20-something or 30-something business school level. I want to teach however, not put up with 5-year olds. I know teachers who do this, and they are to be admired, respected and honored at the highest level. Not all college students are like this type of person mentioned above, just about 10% of the class and that’s enough to make you wonder why you’re taking the time out of your business day at a high consulting rate to teach 21-25 year olds. Perhaps the business level course at a master’s level is better? I’m talking to OSU about offering such a course, perhaps an executive level MBA course on the evenings and weekends where direct application is strongly desired and college course credit is available.
I admit I’m a tough professor, but I want the students to learn more in my class that they can apply to the real world than most any other course they’ve ever taken in a business school. Theory is great - but practical experience where you log in and view, report, and possibly strategize on various ad accounts is best for truly learning topics that can be used in a job. My reputation is on the line, and I don’t want companies who are already recruiting from my class to get students who understand search marketing concepts but have no clue on how to engage in search engine marketing.
Students who check emails during the two hour computer lab, sit in the back of the classroom, or do not engage in frequent correspondence with the professor and course material are likely to really struggle. But those students who really worked at it, improved significantly by the end of the 10 week 4-credit hour challenge 754-level course. I used most of their blog posts below, and will continue to post a few others in the OSU section over the summer.
Having taught search engine marketing at the college/university level at the business school for two years now, with approximately 60 students, I have seen what works and doesn’t. Today’s students expect you to give them Powerpoint notes, review sessions of what’s going to be on the text (like the specific questions not the topics), constant access to you via email, and by phone when possible. They think if you don’t do this, they won’t get an A, and then a few might take their complaints all the way to the head of the department. Strangely enough, they are some of the same students not paying attention in course, and rarely doing a good job on their homework. Plainly, bluntly put - if you’re lazy - don’t get into search engine marketing or web analytics. If you’re really smart, a little geeked up on technology and are fascinated with learning new things, often teaching yourself - if you watch the news a lot, if you pay attention to trends big and small - and you’re fascinated with the Web - you’re probably going to be interested with this - but not necessarily good at it. Ah - but you know what they say - practice makes perfect - years of practice makes better is more like it.
I’d like to hear from you if you’ve taken a college level search engine marketing course, or if you’ve taught at the college level, undergrad or MBA. What has your experience been like?
Posted in Ohio State University Fisher College of Business, Web Analytics. No Comments »
Search Marketing, Why So Much Work?
May 29th, 2008
Search Marketing, Why So Much Work?
OSU MKTG 754 Student
Guest Blog Post
One of the things I pride myself on is my work ethic. I do not slack off and put forth the effort on any project, well except for when senioritis hits of course. That is a completely different story though and luckily it has not hit yet. It is a good thing because the amount of work in this class has shocked me. To be completely honest, when I came into this class, I expected it to be a breeze. My exact words went something like this: “What? Marketing over the internet? That sounds awesome. Is that actually a class? It sounds like an easy A.” Then I walked into class (jaw drops).
I was expecting to do landing pages and such but the amount of work that deals with various statistics 
when determining conversions and impressions was something completely unexpected. What I thought I knew turned out to not even touch the surface of the material taught in Marketing 754. From analyzing real campaigns, looking at Crimsoncup and Bizresearch, I have learned so many things. As great as that is, the amount of work has taken up all of my time, where I have been unable to even get to some of my other classes. When I came into this class, I thought it would be my easiest, but it has turned out to be my hardest by far. The amount of work that it takes to be a search marketer is completely overwhelming. I came in thinking this might be a “fun” job to have; now, I think that I was completely wrong in that assessment. It does have its perks: making a difference in someone’s company. Other than that, you really do lose hours of your life.
So how much time does search marketing leave you in the end? Relaxing time? Don’t even think about it. Going out with friends? Yeah right! Notice the sarcasm. Sleep? Maybe. Just don’t get used to it. From one quarter, I feel incredibly stressed out and I can’t even imagine doing this for your permanent job. One of the reasons is that I would have a hard time dealing with clients that just simply do not understand what it takes to do that job. They would not appreciate the work that is being done and would have no clue on the effort that is being put forth. This class was a great lesson on the tools needed but showed me one thing: search marketing is something I definitely don’t want to get myself into. For those able to do it, great job! It takes a lot of courage to be successful when it comes to search marketing.
Posted in Ohio State University Fisher College of Business. No Comments »
WARNING: Search Engine Marketing May Cause Anxiety, Headaches or Stress
May 27th, 2008
WARNING: Search Engine Marketing May Cause Anxiety, Headaches or Stress By:Brittany Amato OSUMKTG754Student Guest Blog Post
When I first signed up for Internet Marketing, I didn’t know what to expect. I figured when I graduated the information I learned from it might actually be helpful in the real world. I also figured it wouldn’t be that difficult. I was in a whirlwind of a surprise when I came to class and Laura started spitting out a foreign language. I never thought that so much went into marketing on the internet, it is on a whole different level then what I have learned in other marketing classes. 
I think the thing that frustrates me the most about search engine marketing is how inexact it is. There is no book that spells it all out for you. There is so much data that can be collected on programs like GoogleAnalytics but trying to figure out what it all means and how to use it to your advantage is where you loose me. I hear the word “assignment” and know a headache is not to far away. 
There are so many things that can be done to try and improve a website, and sometimes you just need to play around to see what works. You need to have the mentality of the Little Engine that Could, because if you don’t think you can you won’t be able to figure out anything. �I know that when this class is over I will have gained valuable information and hopefully a good grade. I feel that compared to other classes, I may end up using this information which is kind of exciting. Although I’m still sure the headaches will never go away. �
Posted in Ohio State University Fisher College of Business, Web Analytics. 1 Comment »
For me, SEO…not so
For me, SEO…not so
Hattie Dietrich, OSU Mktg 754 Student, Guest Post
When the time came to choose a marketing elective for my last quarter at OSU, I knew I wanted something different; something more intellectually stimulating than retail management or international business (the other options offered). So, on a whim I enrolled in search engine marketing 754. I was in for a big surprise. Sure enough, the class has proved to be a challenge. The first day I was overwhelmed with new terminology and internet marketing lingo. I had always considered myself computer savvy, but it was clear this class was going to be a learning experience.
The first surprise of the class was finding out how much work was put into advertising on Google and other search engines. Having not really given much thought to the topic, I‘d always assumed that companies paid Google and BAM! - their ad appeared on my computer screen. I was completely ignorant of the bidding process and the campaign settings that effected the advertisements. I also found it amazing how Google’s engineers can develop such complex programs and algorithms that lead the searcher where they want to go.
One frustrating thing about the class so far has been getting through several very dry reading assignments. The text at times is somewhat hard to read and uninteresting. Another frustration is that I consider myself a very active thinker and creative person. A lot of the work surrounding SEO seems very formulaic and is trial and error based. Overall, I’ve realized that as much as SEO and SEO campaign management is a crucial part of any company, I’d prefer not to be the one in charge of it. It’s obvious the importance and impact internet marketing has on the company, however I don’t think I would excel in a career based on managing search engine marketing. However, I am sure that the knowledge I’m gaining from the class will be an asset no matter what field I enter.
Posted in Ohio State University Fisher College of Business. No Comments »
Web Analytics, What a Surprise!
Web Analytics, What a Surprise!
By Jenna Hitchcock
OSU MKTG 754 Student
Guest Blog Post
I have always thought of myself as being somewhat of a computer nerd. As my family and friends can attest, I spend the majority of my free time online, whether I am on surfing Facebook, chatting on AIM, stalking the stars on movie websites, or just checking my email. My job is also related to computers. In short, I spend a lot of time on computers and I love it!
When I saw that there was an electronic marketing course offered at OSU and that there was still space in the course, I was, needless to say, quite excited. I had it in my mind that we would be learning how to put together an online marketing campaign, like advertisements and banners. I figured that the class would be a fun mixture of creativity and art and computers. What I never saw coming was that the course would be a mixture of analysis (not art) and computers..jpg)
When we first received the syllabus via email, I briefly scanned it and observed the reading list. Web analytics? Organic and paid searches? What?! I was as surprised as Lucille Ball pictured to the right. Alright, maybe not that surprised, but I was quite nervous to take a course on a subject I had never even heard of before.
The first few weeks of the class were, well, interesting. I had a hard time learning the lingo and grasping on to concepts that I had not expected to learn. Also, the course is totally taught in a way that I have not experienced at OSU, very hands on, figure-it-out-on-your-own type of course. I was surprised how this course just threw us out in the water and told us to swim back to shore. Luckily we were provided with floaties.
I suppose what surprised me most about this course was how useful and effective web analytics really is. I had never thought about how a company’s position on Google could totally alter how many people visited their page and thus their profit. Maybe even more surprising was when I realized how much I had actually grown to like Google Analytics, who would have thought KAIs and KPIs would become my friend? Search engine marketing and this course has definitely opened my eyes to the possibilities of improving one’s company via the internet. �
Posted in Ohio State University Fisher College of Business, Web Analytics. No Comments »
Great OSU Student Blog Posts - Marketing 754
May 20th, 2008
by Laura Thieme
I have really enjoyed reading the OSU Marketing 754 student blog posts. I have asked students to be candid, yet professional and talk about their personal interests, as well as most recently what they think about web analytics, the course itself, or search marketing in general.
I’m impressed with how the quality of the blog post has improved since the beginning of Spring Quarter. Without a doubt, most of the students have struggled with web analytics. Analyzing loads of data is challenging at best. Knowing what to do with the information, or how to sort through the information is a challenge for students who are not yet in charge of an advertising campaign.
We have a lot to learn on how to teach search marketing, organic SEO, paid search and web analytics to students in a lab environment. We need a textbook. We could use more than one class. But it’s good to see how much students learn in a 10-week period. Imagine how much more they could learn, if this was a curriculum at the undergrad and master’s level.
Posted in Ohio State University Fisher College of Business, Web Analytics. No Comments »
Enjoy the “Gooooogle” Roller Coaster Ride
May 18th, 2008
May 18th 2008
Enjoy the “Gooooogle” Roller Coaster Ride
By Gerry Joeng
OSU MKTG 754 Student
Guest Blog Post
For me, to take this “Principle of Electronic Marketing” class is like a roller coaster ride. You do not know what lies ahead of you, be it a corkscrew, a loop or a turn. This is exactly what I feel about this class, it is full of surprises. Surprises that make you want to scream, surprises that excite you and also surprises that you wish you never had.
First of all, I have no idea what this class is about. When I registered for this class, I was thinking about internet advertising or how internet can be useful for marketers. It really surprised me when I saw the words “search engine”, “web analytics” and “organic search” on the syllabus. Well, this was not like what I had in mind. Thus, for the first several classes, I was struggling and cramping my head with all these new concepts and terms.
As I went through the first couple of weeks, I was again, surprised at how complicated search marketing is. It had never occurred to me that there were some people who were actually getting and losing money every time I click on paid advertisements. I never knew that there were people who actually competed for the top 10 results that I got from Google (www.google.com). And I was even more startled with the fact that there were such things as robots which actively indexed web pages. 
However, above all of those, what surprised me the most is what I have learned so far from this class. It is true that the class is challenging and I am lying if I say it is not. There were times when I scratched my head for hours trying to figure out how to analyze the traffic and content of one particular webpage using Google Analytics (www.google.com/analytics/). That was the time when the roller coaster was going through the 360 degree loop and I was screaming helplessly and praying to God for deliverance.
However, looking at where I am right now, I can proudly say that within the last eight weeks, this class has given me a lot of new information and knowledge. I can stand up and explain to people who ask how Google gains profit, how to create an ad in Google and even how many characters each line can has.
So, as how each roller coaster ride always ends with excitement, relieve and smile, I am also hoping that I can finish this class with a smile. I might not get an A, but at least I can walk out confidently, knowing that I am actually more knowledgeable about the principle of electronic marketing. Find it hard to believe? Dare me and ask me questions!
Posted in Blogging, Ohio State University Fisher College of Business. No Comments »
The “Inexact Science” of Web Analytics
May 17th, 2008
The “Inexact Science” of Web Analytics
By Michelle Marty
OSUMKTG754 Student
Guest Blog Post
Growing up I was always partial to mathematics in grade school. I believe this was because you were, under all circumstances, guaranteed
one of two possibilities. Your answer was going to be right….. Or it was going to be wrong. Two plus two always equaled four, the square root of nine was always three, and the cosine of zero inevitably equaled one.
I have found this is, and never will be, the case when it comes to web analytics. There is no set formula or algorithm you can resort to when attempting to arrive at a final answer. There are innumerable techniques to go about a problem in analytics and in the end there is no universal 
acceptance to tell you whether your conclusion is right, or for that matter, even close. The answers are not found in the back of a book nor are they listed in Wikipedia. As Andrew Goodman states in his book, Winning Results with Google AdWords, “You can’t assume there are hard-and-fast rules” because in the end analytics is “an inexact science.” This is what I find most frustrating when it comes to web analytics.
Not only is it impossible to deduce if your assumptions are correct or not, they are continually going to be different. The solutions to analytics problems look different for different companies. This is because the factors presented to you are constantly changing and are different in every corporation, every business, and in every market. Also, trends in customer behavior vary within these elements as well. Causes for these variances could link from a
number of factors such as the time of year, the value of the good being marketed, and the demographic which is being marketed to.
Having infinite probable situations can be frustrating enough. On top of that, analytics also has infinite improvement opportunities. This is because, as Goodman states, “it is not always possible to pinpoint exactly an absolute measure of success.” Your work in this field is never finished and you can always improve your overall performance. After coming to understand the field of web analytics, I have never so literally meant, “your work is never done.”
Posted in Ohio State University Fisher College of Business. No Comments »
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