MKT 2143 Principles of Marketing Weed 5 Assignment CHAPTER 12 Recall that different search engines affect search engine optimization, or SEO. You have been tasked with searching a common word on three different search engines: Google, Yahoo!, and Bing. 1. In the table below, enter the top three results for the keyword on each search engine (not including sponsored content). Examples of searches are basketball, recipes, crafts, or college. Note: Avoid using any words that are brand names; instead of "Twix," search "candy bar." TOP RESULTSECOND RESULTTHIRD RESULT Google.comhttps://www.nba.comhttps://en.wikipedia.org/wiki/Basketballhttps://www.britannica. com/sports/basketball Yahoo.comhttps://consciousbasketball.comhttps://www.britannica.com/sports/basketball https://www.nba.com Bing.comhttps://www.nba.comhttps://www.britannica.com/sports/basketballhttps://www.maxpreps. com/high- schools/siloam-springs- panthers-(siloam- springs,ar)/basketball/s chedule.htm 2. Now go to the top result from each search engine. Why do you think those websites ranked high for that keyword? List at least three observations as to why those websites (or website) might rank high in relation to the SEO strategies discussed in the chapter. Design- The design of the National Basketball Association website is very user friendly with upcoming games listed for the national basketball league at the top with the page followed by larger images that promote interesting basketball related articles. The conscious basketball site also has an enticing display with the different page tabs at the top with a large display featuring different basketball highlights followed by stats for the top stars. Images-Both pages implement the use of captivating images of basketball's most famous superstars all over their pages to keep the user engaged and interested in the pages' content and promote the fact that their page is all about basketball.
Unique Content-The NBA website hosts a variety of unique content found only on its site such as exclusive interviews with players or coaches, analysts discussion videos, or just expert articles from the writers and reporters who work for the Warner Media who owns NBA.com. The Conscious Basketball website also hosts unique content related to stats for basketball players which its users can than use to make bets or pick fantasy teams. CHAPTER 13 Social Media Refer to the following benefits of social media marketing: developing a loyal community improving brand image showing expertise or product quality improving customer service gaining customer feedback and ideas boosting traffic and search engine rating expanding sales and reaching a new audience cutting marketing costs maintaining top of mind awareness. Choose two well-known companies in the same industry and conduct a strategy analysis of their social media presence. Find them on as many social media platforms as possible, look through their posts, and answer the questions below. COMPANY 1 Company: Popeyes Product or industry: Fast Food Link to website: https://www.popeyes.com/? utm_medium=paid_search&utm_source=google_ads&utm_campaign=Q2_Performance_Media _Orders&gclsrc=aw.ds&gclid=EAIaIQobChMIpYflk4uo9AIVCWpvBB01wwTFEAAYASAAEgL8kf D_BwE
1) What do you think the brand identity of the company is? How well is the company portraying its brand identity in its social media posts (see chapter on branding for further details)? Explain. Popeyes recently rebranded itself and then emerged as a force to be reckoned with after the release of its Popeyes chicken sandwich. It's brand identity is based on a fun loving company that celebrates a community united by their love for quality fried chicken. Their social media pages feature many posts highlighting their products along with people enjoying their food. In addition they boast star power with the rapper Megan Thee Stallion recently collaborating with Popeyes on a signature meal and her own signature sauce promoting their brand. 2) Look at the social media marketing benefits listed above. Now look at the company's posts across platforms. Which of these marketing benefits do you think the company is gaining by posting on social media? Explain and give examples. Popeyes was able to boost traffic and search engine rating by promoting its chicken sandwich and the ensuing twitter drama when Chick-fil-A posted a tweet that seemed to be attacking Popeyes new product. They also showed product quality but the success that was sustained after their chicken sandwich was released to the public as evidenced by them selling out of sandwiches completely. They have also been able to develop a local community through their constant featuring of customers enjoying their food. COMPANY 2 Company: Wendy's Product or industry: Fast Food Link to website: https://www.wendys.com/?utm_source=paid- search&utm_medium=search&utm_campaign=always- on&gclid=EAIaIQobChMI0MmNxYuo9AIVKG1vBB3fpgf9EAAYASAAEgJ4BPD_BwE 1) What do you think the brand identity of the company is? How well is the company portraying its brand identity in its social media posts (see chapter on branding for further details)? Explain. The brand identity of Wendy's is a company unashamed about the tastiness of its burgers and others products. The social media brand identity of Wendy's is a sassy personality online who enjoys engaging with its customers on social media while posting memes on its instagram promoting its products or savage roasts against other fast flood restaurants like McDonald's on its twitter. These posts make sure to keep their specials or new products mentioned in all the silly images or posts they upload. 2) Look at the social media marketing benefits listed above. Now look at the company's posts across platforms. Which of these marketing benefits do you think the company is gaining by posting on social media? Explain and give examples. Wendy's is able to gain customer feedback and implement its feedback quickly by the way it regularly replies to customers complaints or suggestions on its twitter feed. They have also proved adept at boosting traffic and search engine rating with their witty online personality. They
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