MARKET UP WEBSITE ON YOUR SIDE
MATERIÁLY PRO UČITELE
So our company working with clients which are typically small and middle companies, sometimes large corporation and we provide them all, you know, the activity connected with their strategy, marketing, sales effort connected with on line business. We are professionals and experts in on line business. So what’s it’s about? Today the world is connected around the globe. So there is 80% penetration of mobile phones in the world where is 7 billion people and there is about 30% of people have already Internet connection. Today we have 800 millions of smart phones on the globe and this year should be sold, you know, 100 million of i-Pads. So we are in the world which is Internet connected. And if the company thinking how to address his customers in next three four years which is, you know, life of… life cycle of the web pages, they should think, you know, how to work with these customers in these time frame. So let’s look, you know, what does it mean on-line business. What the company should do to have sure that their on-line effort will be successful. First is about website because if I do any kind of on-line campaigns, in the end my potential client is coming to my website. So website should have some basic needs to fulfil. The first is that should be very nice and very good for overview, so when the visitor come to my website, he should notice very quickly which website it is, what is the sense of the website, why it was built. It means for example – is the company who offer for example services for small middle companies? And who is typical customer of this company? Who already using it services? So if I see some, you know, brand names, I will get, you know, trust to this website. And when, you know, normally very often visitors coming to website is coming is coming from search engines. So if I put, you know, some key words and I’ve got to the website, it’s good to see, you know, immediately what I am looking for or to find it very quickly because worldwide average is that you have 7 to 8 seconds to keep visitors on your websites because if the visitors will be lost, he just, you know, coming away. So this is first thing – to have good websites. The other thing is when I have good websites to generate traffic to it. And not any traffic but generate traffic from my customer segments. It means from my potential customers. And I can… today we have a lot of tools what we can use. The basic tool is search engine optimization. CEO…SEO. This is to be on the first page of Google or Seznam on the key words. Another traffic generator could be PPC – Paid Per Click campaigns. It means that I can imagine on the first…I can have impression of my advertisement on first pages of key words on Seznam and Google. And the big advantage of this advertisement is that virtually I could be there tomorrow. And I can really well manage the cost associated with that. Of course, I have to pay for each visitor who coming to my website from such engine but it’s very flexible and it’s very good tool. Then, of course, I can use other choice like using social media - Facebook, Google plus, Twitter and others. I can use affiliate marketing networks, which means, you know, it’s very often it’s association of different Internet portals, content portals and news portals which offer advertisement there together. And I can use, you know, as well other tools, for example blogs. So when the visitor coming to my website, he’s become my customer when he contact me through e-mail, through enquiry, he call me, or he can registrate to my newsletter or for example he just download some PDF file about my product. And then I know the customer, potential customer and I can start to interact with him.
Takže naše firma pracuje s klienty, kteří jsou obvykle malé a střední firmy, někdy velké korporace a my jim všem poskytujeme aktivity spojené s budováním jejich strategie, marketingu a prodejních aktivit spojených s obchody po internetu. Jsme profesionálové a odborníci na internetový byznys. V čem to tedy spočívá? Dnes je svět zcela propojený. 80% světové populace o sedmi miliardách má mobilní telefon a 30% z nich má i internetové připojení. Dnes je na světě 800 milionů chytrých mobilů a letos by se mělo prodat 100 milionů iPadů. Žijeme zkrátka ve světě propojeném internetem. A jestli nějaká firma uvažuje, jak oslovovat zákazníky v dalších třech až čtyřech letech, což je životnost webových stránek, měla by uvažovat, jak nakládat se zákazníky právě v tomto časovém rámci. Takže se pojďme podívat, co znamená internetový byznys. Co by firma měla dělat, aby si byla jistá, že její aktivity na internetu budou úspěšné. Zaprvé se jedná o webové stránky. Ať dělám jakoukoli internetovou kampaň, moji zákazníci stejně skončí na mých webových stránkách. Takže webové stránky by měly splňovat několik základních kritérií. Za prvé by měly být hezké a přehledné, takže když je někdo navštíví, měl by si rychle uvědomit, co to je za stránky, jaký je jejich smysl a proč je někdo vybudoval. Čili například – je to firma, která nabízí služby malým a středním společnostem? A kdo je jejím typickým zákazníkem? Kdo už jejich služeb využívá? Když uvidím jména slavných firem, budu mít ke stránkám důvěru. Často se návštěvníci dostanou na stránky přes vyhledavače. Takže když zadám klíčové slovo, je třeba, abych na webových stránkách uviděl okamžitě to, co hledám, protože celosvětový průměr je 7 až 8 sekund, kdy je možné udržet návštěvníka, protože, když se tam ztratí, prostě odejde jinam. Takže mít dobré stránky je zásadní. Další věc je, že když už mám stránky, musím zajistit jejich návštěvnost. A ne ledajakou, ale návštěvnost segmentu vašich zákazníků. To znamená potenciálních zákazníků. A dnes pro to můžeme použít mnoho nástrojů. CEO… SEO. To znamená být v klíčových slovech na stránkách Googlu a Seznamu na prvním místě. Dalším zdrojem návštěvnosti mohou být PPC - kampaně, kde platíte za každé prokliknutí na vaše stránky. To znamená, že si dokážu představit reklamu na první stránce klíčových slov na Seznamu nebo Googlu. Výhodou této reklamy je, že se dá uskutečnit hned zítra. A mám pod kontrolou přidružené výdaje. Samozřejmě, musím platit za každého návštěvníka, který ke mně touto cestou přijde, ale je to flexibilní a dobrý nástroj. Pak můžu také vybírat z plejády společenských sítí – Facebook, Google plus, Twitter atd. Mohu využít příbuzných marketingových sítí, což většinou znamená uskupení internetových portálů na základě obsahu a zpravodajských portálů, které společně nabízí reklamu. Také mohu použít i jiné nástroje, například blogy. Takže, když návštěvník přijde na mé stránky, stane se mým zákazníkem, když mě kontaktuje skrze e-mail, dotaz, zavolá mi nebo se zaregistruje, aby dostával můj zpravodaj. Nebo si jen stáhne soubor v PDF o mém výrobku. A pak ho znám, je to potenciální zákazník a mohu s ním vstoupit v kontakt.
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EXERCISE 1 Discuss and share your answers to the following questions: 1.
What was the last website you have visited? How did you find it? Why did you open it? What are some of your favourite websites? What are some websites you don’t like at all? Explain your preferences.
2.
If you want to find something on the Internet, what search engine do you use? Why? Do you have any experience with using Internet marketing tools? Explain.
3.
Do you have your own website? If so, what do you have there on it? If not, would you like to have your own website? Why or why not?
4.
What do you think about the website of your school? Would you like to improve it in any way?
EXERCISE 2 Are these statements TRUE or FALSE? 1. 80% of the world population is connected to the Internet. 2. Next year we expect that 100 million iPads will be sold. 3. If famous brand names appear on a website, customers tend to trust the website more. 4. People spend on average from seven to eight seconds visiting a website. 5. If you use the PPC system, you have to pay for every customer that clicks through to your website. 6. Affiliate marketing network is an association of several internet portals that sell advertising together. 7. Everyone who visits a website is considered a potential customer.
EXERCISE 3 Listen and fill in the missing text. 1. Today the world is connected around the globe. So there is 80% penetration of mobile phones in the world where… 2. And if the company's thinking how to address his customers in next three four years which is, you know, (the) life of… life cycle of the web pages, they should think, you know, how to work with these customers in these time frame. 3. So website should have some basic needs to fulfil. The first is that should be very nice and very good for overview, so when the visitor come(s) to my website, he should very quickly
which website it is,
what is the sense of the website, why it was built. 4. So if I see some, you know, brand names, I will get, you know, trust to this website. And when, you know, normally very often visitors coming to website is coming is
coming from search engines.
5. And not any traffic but generate traffic from my customer segments. It means from
my potential
customers. 6. I can use affiliate marketing networks, which means, you know, it’s very often it’s
association of
different Internet portals, content portals and news portals which offer advertisement there together. 7. So when the visitor coming to my website, he’s become my customer when he contact me through e-mail, through enquiry, he call me, or he can regist(er) to my newsletter or for example he just download some PDF file about my product.
EXERCISE 4 Match the following English expressions with their Czech equivalent. 1. SEARCH ENGINE
A) DŮVĚRA
9. TRUST
I) ZAJISTIT NÁVŠTĚVNOST (WWW)
2. NEWSLETTER
B) OSLOVIT
10. ADDRESS
J) OBSAH
3. GENERATE TRAFFIC
C) SPLŇOVAT
11. PENETRATION
K) STÁHNOUT (WWW)
4. ENQUIRY
D) PŘEHLED
12. LIFE CYCLE
L) PŘÍBUZNÝ; SDRUŽENÝ
5. DOWNLOAD
E) SMYSL
13. FULFILL
M) ZNAČKA (MARKETING)
6. AFFILIATE
F) VŠIMNOUT SI
14. OVERVIEW
N) DOTAZ
7. CONTENT
G) VYHLEDAVAČ
15. NOTICE
O) ŽIVOTNOST
8. BRAND
H) PRŮNIK; POKRYTÍ
16. SENSE
P) ZPRAVODAJ
PHRASE BOOK Use the vocabulary list to develop questions you could ask the Manager in a mock interview. With a partner, take turns being the Manager. Role play asking and answering your questions. AFFILIATE MARKETING
A type of Internet marketing service where you pay for other websites to send traffic to your website.
BANNER ADS
Picture ads placed on a website for a particular length of time in order to develop an Internet branding marketing campaign.
INTERNETWORKING
The interconnection between two or more networks that allow data to pass through each to the other(s).
INTERNET SERVICE PROVIDER
Abbreviated as ISP, an ISP is a company that provides a telecommunications connection to a host allowing access to the Internet.
EXERCISE 5 ROLE PLAY WORK IN SMALL GROUPS Select a website that you perceive could be improved. Identify three issues that you think need to be modified or changed. Explain why the changes are needed. Design suggestions for how to improve the site. Members of the team prepare a role play being Market Up sales representatives who contact the owner of the company and try to sell the Manager on your ideas for improvement. Take turns presenting your role plays to the rest of the class. Which scenario is the most realistic? Which group do you think would be the most successful in actually making a sale? Discuss why. Besides design skills what other kinds of skills to sales representatives need to have to be successful in this kind of business? As a whole group, discuss what are the features and their criteria for making websites visually appealing to you. Do you prefer animations, music, and graphical interfaces to more traditional text-based sites? Do different kinds of companies need different kinds of graphic interfaces for their websites? Discuss to what degree do the visuals ‘sell’ the ideas of companies on websites?
EXERCISE 6 GRAMMAR AND SYNTAX TEST 1. The speaker in the video said: “Today we have a lot of tools what we can use.” What should the underlined word say to be used correctly in the sentence? 2. Which of the following sentences are correct? Pay attention to how the word WHAT is used. Correct mistakes. A) B) C) D) E) F) 3.
He asked me what had happened to the previous website. Everything what I said is true. He never does what he promises to do. You never know what you may need. Would you do anything what I want? There is nothing what I could do for you.
Translate the following sentences. Pay attention to the right translation of the word CO. A) B) C) D)
Dám ti všechno, co mám. Nevěděl, co má dělat. Zná všechny lidi, co sem chodí. To není nic, co bych nevěděl.
4.
Try to formulate rules for using WHAT to connect clauses.
5.
Use the following vocabulary words in sentences about Internet marketing: traffic; branding; search engine; life cycle; ISP; newsletter; advertisement; internetworking; fulfill; and sense.
WHILE YOU WATCH EXERCISE 2 1. FALSE, 2. FALSE, 3. TRUE, 4. TRUE, 5. TRUE, 6. TRUE, 7. FALSE
EXERCISE 3 1.
Today the world is connected around the globe. So there is 80% penetration of mobile phones in the world where…
2.
And if the company (is) thinking how to address his customers in (the) next three (to) four years which is, you know, (the) life of… life cycle of the web pages, they should think, you know, how to work with these customers in these time frame(s).
3.
So website should have some basic needs to fulfill. The first is that (it) should be very nice and (have a) very good for overview, so when the visitor come(s) to my website, he should notice very quickly which website it is, what is the sense of the website, (and) why it was built.
4.
So if I see some, you know, brand names, I will (have) get, you know, trust (for) to this website. And when, you know, normally very often visitors coming to website (are) is coming is coming from search engines.
5.
And not any traffic but generate traffic from my customer segments. It means from my potential customers.
6.
I can use affiliate marketing networks, which means, you know, it’s very often (an) it’s association of different Internet portals, content portals and news portals which offer advertisement there together.
7.
So when the visitor (is) coming to my website, he’s become(s) my customer when he contact(s) me through e-mail, through enquiry, he call(s) me, or he can (register for) registrate to my newsletter or for example he just download(s) some PDF file about my product.
AFTER YOU WATCH EXERCISE 4 1G, 2P, 3I, 4N, 5K, 6L, 7J, 8M, 9A, 10B, 11H, 12O, 13C, 14D, 15F, 16E
AFTER YOU WATCH EXERCISE 6 1.
Today we have a lot of tools that we can use.
2.
A) He asked me what had happened to the previous website. B) Everything THAT I said is true. C) He never does what he promises to do. D) You never know what you may need. E) Would you do anything THAT I want? F) There is nothing THAT I CAN do for you.
3.
A) I’LL GIVE YOU EVERYTHING (THAT) I HAVE. B) HE DIDN’T KNOW WHAT TO DO. C) HE KNOWS ALL THE PEOPLE THAT COME HERE. D) IT’S NOTHING (THAT) I WOULDN’T KNOW.
4.
We use WHAT in object clauses. We use THAT or a no conjunction word in relative clauses.
