My Internet Marketing Experience

Now that finals are here, I have taken the time to reflect on my experience in Dr. Clarke’s MKTG 470 class. I analyzed my site’s traffic, what I have learned, and my future in internet marketing.

Website Traffic
A major concept that I learned in this class was how to drive traffic to my website.  Using a Google Analytics account, I could monitor various trends such as how many new visitors I drove to my site, how much time the average person spent on my site, and how many pages on average were viewed when my site was visited. Another piece of data that was helpful to see was through what sources different visitors were able to get to my site. Over the course of the semester, my site was view 116 times by 89 unique visitors. When these visitors came to my site they spent an average of 4mins and 16 seconds on my site and looked at an average of 2.81 pages. I was so excited to see this data because it meant that my site optimization efforts and Google Adwords campaign were pretty successful. I was amazed that I was able to drive that many people to my site and that they spent enough time to go through a few of my pages.
When analyzing the data for the content of my site, I was glad to see that the majority of my page views were of my home page and my resume page. These were two pages that I tried particularly hard optimize. I also was not surprised to find that the majority of the traffic driven to my site was through search engines; however, I discovered that 38% of my site visits were through direct traffic. I also had a decent bounce rate of 52.59%. Overall, I am very happy with the results of my traffic driving efforts.

What I Learned
Though I gained a lot of information over the course of the semester, there was one topic that I found to be the most interesting and the most insightful. This key takeaway is how much work goes into an internet ad campaign and the different strategies one must develop when. As mentioned above, during this semester, I was required to make a Google Adwords account and create different ad campaigns to try and drive traffic to my site. I had no idea how certain ads popped up in a search engine when I used it. This class showed me that to run a successful ad campaign, one must use many different keywords, keyword phrases, and misspellings in order to drive traffic and that one must be vigilant when bidding on certain words. This course opened up my eyes to what goes on “behind the scenes” of different aspects of internet marketing.

The Future
My plans for the future of my website are not going to change very much, in the sense that I am still going to use it as a way to get my name out there and drive traffic to my resume. One thing that I am going to start doing is regularly blogging about topics that are of interest to me, both within the field of marketing and outside. Having my website is a way for me to practice my search engine optimization skills that I learned in Dr. Clarke‘s class, which is a field that I want to pursue in the future. This class has sparked my interest in creating internet marketing campaigns and has also made me interested in learning more about advertising through different forms of social media such as Facebook and Twitter.


My Hour With Twitter

Exploring Twitter and its features

For  Dr. Clarke’s MKTG 470 class, I spent an hour exploring the different features of my Twitter account and watched people tweet about various topics. During this time, I felt more informed about what is going on in the news, in the business world, and in the lives of my friends. There is a lot of value in having a Twitter account both as a student and as an individual preparing to enter the workforce. By using my Twitter account, I will be able to stay current on different news and announcements from those that I follow. For example, I follow Pete Cashmore, the CEO of, and was able to read about the 6 new iPad apps recently developed to help one plan a vacation. What is amazing about Twitter is that one is able to collect so much information from different sources at the same time. While reading about the iPad apps, I also caught up on news about my favorite football team, and viewed news headlines for The Baltimore Sun. I will continue to use my Twitter to stay informed and encourage people to follow me at @stefanskr.

Twitter is an important tool for marketers because it helps them reach out to their customers and increases awareness about what is going on with their brand. Companies who use Twitter provide their followers with a more readily accessible form of PR, links back to their company’s website, and it gives the company a way of informing customers about promotions they are having. Twitter is also valuable to the workforce because it is free and is growing in popularity with companies and consumers.


Embed Practice


Search Engine Marketing Presentation by Janet Driscoll Miller

CEO of SearchMojo addresses MKTG 470 class

Our class was fortunate to have Janet Driscoll Miller come and speak to us about different aspects of Search Engine Marketing. Ms. Miller is President and CEO of Search Mojo, a company which specializes in search engine optimization, pay-per-click advertising management, and social media monitoring.

During Ms. Miller’s presentation, she explained how Search Engine Optimization is a four pronged process. This process includes selecting good keywords, having good content editing, posting inbound links, and monitoring social media. This process is complex and each prong effects the other. One must consistently keep up with all parts of this process in order for one’s website to be properly optimized.

Ms. Miller also stressed the importance of inbound links, which are hyperlinks from one domain to another. These links serve as “votes” to Google in terms of popularity for websites. The more inbound links a website has, the more popular it appears. This will cause the website to show up higher in search engine results.

Another key topic that Ms. Miller spoke about was Query Deserves Freshness (QDF). QDF is a unique feature to Google that determines which topics are most hot and updates the most current topics in real time. This gives the searcher the most current search results that involve things such as the news and blog posts. For more information on QDF, Ms. Miller suggested reading this article.

If you have questions about search engine marketing, you can contact Ms. Miller at or 800-939-5938 x101.

On behalf of my class, I would like to thank Ms. Miller for coming to address our class and for giving us valuable insight into search engine marketing.


My New WordPress Theme: A little touch of purple

Search no more for a new theme! A little touch of purple has it all

The name of my new WordPress Theme is A little touch of purple 1.4. I found it using the search box in the Themes menu. I originally started typing in different words that I thought would work well for a website such as “professional,” and “business.” As I searched however, I wanted to spice it up and find a theme that was on the professional side, but was still me. So I started typing in the words “fun,” “elegant,” “adventure,” and “travel.” Eventually I started playing with the different color options and clicked the purple button. Purple is my favorite color, so needless to say this theme is perfect for me. I like this theme because of the modern look that it has. It manages to be modern, elegant, and fun, while still remaining clean and professional. I like that it is not a theme that is very busy. Some of the ones that I considered had a lot more graphics and different color schemes. Though I liked them, they did not give off the right feel I wanted for my website.

When I was choosing my theme, I had trouble finding ones that included the different tabs to my pages across the top. It was a shame to find one that would work, but realize that the bulk on the content would be missing. Other things that were missing with other themes were the blogroll on the side. I consider these to be great features for a website and elected to find a theme that would allow me to keep those as well.  After picking the current theme, I did not notice any significant changes to my dashboard. It allowed me to keep my tabs to other pages and my links on the side. The only thing I noticed was that I no longer had a calendar on my homepage. I fixed this by adding the calendar widget.

Check out this link to find a new theme that is best for you!


MKTG 470 Guest Speaker: Deb Van Horn

Deb Van Horn
VP of Marketing
The Rockingham Group

In Professor Theresa B. Clarke‘s class on September 30, we had a presentation from Ms. Deb Van Horn of The Rockingham Group. Ms. Van Horn discussed different topics relevant to our Strategic Internet Marketing class, especially social media. She discussed with the class the many benefits of social media including things such as having an influence on new sales, building relationships with customers, and gaining feedback. Relationship building was a strong point that she emphasized because once you build a good relationship with a customer, this relationship can lead to retention and other customer referrals. Other benefits of social media are two way communication and awareness.

Another topic that Ms. Van Horn discussed was how to calculate engagement rates and how to compare one’s company to another. You can compare your company to other companies in the area or other companies your size. She discussed how a great way to calculate this engagement rate was through Facebook. Using Facebook, you can calculate the engagement rate by looking at how many people comment on your site and comment on your wall. One of the formulas on how to calculate the engagement rate is:  (comments + likes + wall posts)/ # of fans.

She also explained to the class some basic terms that have to deal with advertising on Facebook. She explained that total impressions were how many times a company’s ad is visible to users and and how to calculate the click through rate (clicks/impressions).  This discussion opened by eyes to different little things that companies do verify how successful their use of social media is and how they can gage what they have to do to improve.

I would like to thank Ms. Van Horn for coming to speak to our class and sharing her expertise with us. The information that I learned from this presentation was very insightful, informative, and helped spark my curiosity to learn more about social media and its effects. Thank you for your time Ms. Van Horn!


My First Post on New Blog for MKTG 470

Welcome to my new blog.  I am currently enrolled in Strategic Internet Marketing (MKTG 470) taught by Dr. Theresa B. Clarke at James Madison University.  As part of the course requirements, all students will be completing some of the assignments as blog posts.  This is my first official blog post for Dr. Clarke’s course in the JMU Department of Marketing.


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