Blog 4b – Alexa keywords

Screen Shot 2015-09-25 at 11.25.32 am

eBay Inc. is an American corporation and an e-commerce company that provides customer to customer and business to customer services on the internet. The company now has websites in many countries and according to Forbes (2015), is worth an estimated $68.9B.

Screen Shot 2015-09-25 at 11.35.10 am

eBay Inc. has an Australian website which is the fifth most searched site in the country.

Below we can see the 5 most common keywords used in order to get to the eBay website.

Screen Shot 2015-09-25 at 11.36.41 am

First, and understandably so, is ‘eBay’ with 41.45% of search traffic coming from this keyword (Alexa,2015).

The second most searched keyword is ‘Amazon’. This is interesting as it is arguably eBays biggest competitor. This may mean that customers are not satisfied with Amazons offerings or and may look elsewhere, such as eBay, for the product they desire.

The Good Guys, who can be seen as somewhat of a lesser competitor, comes in at 4th and 5th most searched keywords. Similarly, they may not offer the product the customer wants and they may subsequently search for eBay, who is renowned for its extensive selection of products and ease of purchase.


Alexa, 2015, viewed 24/09/15 at

Forbes, 2015, viewed 23/09/15 at


Australian TV shows and their online activities

  1. X Factor

Screen Shot 2015-09-20 at 8.39.23 pm

The X Factor is a television singing music competition franchise where contestants on the show compete for the prize of a recording contract with Sony Music.

Network: Prime 7



Screen Shot 2015-09-20 at 9.05.01 pm

The X Factor’s website offers viewers the option to view full length past episodes, smaller clips from previous episodes as well as behind the scene footage that was not aired on the show that week. Additionally, it offers the viewers a full biography of the four judges of the show and provides plenty of relevant news regarding the show, the judges and the contestants.

Connection, Communication and Community:

Screen Shot 2015-09-20 at 9.37.13 pm

The website offers a ‘social hub’ link whereby the viewer can become engaged in the contestants and judges via Twitter and Facebook. Such interaction is a great way to get viewers of the show actively involved by posting photos and tweeting live as the show is on.  Furthermore, the Facebook page constantly uploads clips from the show as they occur which gives the viewers another means to see a play by play of the show if they are unable to watch it live. The Facebook page is also a good source for fans of the show to communicate with one another and discuss the performances, judges critique etc.


While the X Factor is partners with Holden, Woolworths and Panadol, the show does very little in terms of actual cross promotion. The website has various banner ads for their partnered companies but this can be seen as product placement as opposed to cross promotion as the products are in no way related to one another.

2. Masterchef

Screen Shot 2015-09-20 at 9.56.43 pm

MasterChef is a television competitive cooking show franchise where competitors showcase their cooking abilities and are judged on the food they create based on flavour and presentation.

Network: Ten Capital



Similar to the X Factor website, the Masterchef website offers options to view full episodes, shorter clips, galleries of images from the show as well as biographies of the contestant. The Masterchef website also provides the viewers with the recipes of the meals that the contestants made on the show that week. This is a good idea in that it engages the consumer with the contestants by giving them their recipes to try at home.

Connection, Communication and Community:

Something that Masterchef does very well is that it invites active engagement from the viewers during the live show. It does this by showing different live tweets from the fans at the bottom of the screen during the shows. Such connection is a great way to ensure connection from the show to the fans as well as strengthening the Masterchef community.

Additionally, Masterchef offers their viewers an opportunity to win $2000 worth of Coles gift vouchers for uploading a dish on their website which must use a specific ingredient that changes each week. Such incentives are a great way to get the audience actively involved in the show and make them feel like somewhat of a Masterchef themselves.

Screen Shot 2015-09-25 at 12.27.13 am

Cross Promotion

Masterchef is heavily associated with Coles Supermarket. They advertise Coles on their website and, as mentioned above, offer gift voucher incentives for those who become active in their website.

Similarly, on the Coles website, they promote that ‘Masterchef has chosen Coles to supply quality fruit and veg to the MasterChef pantry’ (Coles Website, 2015).

3. The Voice

Screen Shot 2015-09-25 at 12.48.14 am

Channel: 9


The Voice is a reality singing talent show. However, the Voice differentiates from other talent shows in that the judges have their backs to the contestants and as such cannot see them. They must then determine is they want the contestant on their team based purely on their voice and not their appearance.


Similar to the XFactor and Masterchef website, the Voice offers its viewers full length episodes as well as popular clips and biographies of the judges.  The site also offers the latest news regarding up coming events in Australia of the judges as well as any relevant news of current and previous contestants of the show.

Screen Shot 2015-09-25 at 1.31.31 am

Connection, Communication and Community:

The Voice works very well with its connection to the audience. Similar to Masterchef, The Voice displays tweets from fans throughout the show down the bottom of the screen and actually have a section of the show dedicated to displaying these various tweets and pictures on a big screen. As well as its heavy use of Twitter, the Voice has a presence on Facebook allowing for the viewers to communicate with one another regarding performances, judges critique etc.

Furthermore, The Voice allows its viewers to vote for their favourite singer on the website and using the Voice App.

Screen Shot 2015-09-25 at 1.33.06 am

Cross Promotion

The Voice website promotes the brands that dress the contestants. For example the below caption reads “For Liam’s solo performance, he wore a Jack Londone tux over an Annex tee with Ziggy denim jeans and River Island shoes.”

Screen Shot 2015-09-25 at 10.57.24 am

Finally, the Voice often promotes iTunes throughout the show, often saying that the songs the contestants sing are now available for purchase of iTunes.


Coles Website, 2015, viewed 23/09/15 at

MasterChef, 2015, viewed 22/09/15 at

The Voice, 2015, viewed 22/09/15 at

Xfactor, 2015, viewed 23/09/15 at

Blog 3 – Social Network Comparison

With the Internet being integrated into nearly every aspect of everyday business and personal use, many business owners are recognising the important role of social networking in the business world.

Social networking is hugely important for a business because it allows them to increase public awareness of their brand and gain loyal customers with extreme ease. However, for a business to make the most of social networking, it’s important to fully understand the concept of social networking and how it can be applied in ways that will help a business grow.

Some of the most popular social networking websites are Facebook, Instagram and Snapchat, and whilst they are all uniquely different, they also share many similarities.


Screen Shot 2015-09-14 at 8.46.57 am

•Founded by Mark Zuckerburg in 2004

•968 Million daily active users on average for June 2015.

•10,955 employees as of June 2015.

•76% of female and 66% of male internet users are on Facebook.

•87% of people aged between 18-29 use Facebook.


Screen Shot 2015-09-14 at 8.48.46 am

•Founded by Kevin Systrom in 2010

•300+ million members who share more than 75 million photos daily

•Instagram was recently bought out by Facebook for $1billion

•13 employees before takeover

•68% of users are female

•37% of users aged between 18-29


Screen Shot 2015-09-14 at 8.50.57 am

•Founded by Evan Spiegel in 2011

•100 million daily users sending over 400 million snaps per day

•200 employees

•70% of users are female

•50% of users aged between 13-17

How they can be used as part of an integrated marketing communication strategy

As each of these social media websites has such large number of users, the potential for a business to spread their product/ brand and gain loyal customers, via social networking, is virtually limitless. Furthermore, the costs involved in marketing on social media are minuscule compared to that of traditional media.

For a business to be successful on social media, it is important that they do research to discover who their target market is and advertise to them accordingly. For example if a businesses predominant users of their product/ service are the older population, there is not much point using snapchat to promote their brand as their main demographics is much younger. As such, it is hugely important that a business knows their customers.

Ensuring that a businesses advertising stays relevant is also fundamental to successful social media marketing. Trends on social media are constantly changing, and keeping up to date and staying relevant online is hugely important for a business. This may require a business to do additional research to see what type of advertising or marketing campaigns are historically successful, and market accordingly.

If such marketing communication strategies are implemented well, social media may prove to be a huge factor in the success of a business.


Digital Marketing Stats, ‘By the numbers: 150 Instagram statistics ‘, viewed 13th September 2015,

Digital Marketing Stats, ‘By the numbers: 60 Amazing snapchat statistics’, viewed 13th September 2015,

Facebook Newsroom, ‘Stats and Our History’, Our Mission, Word Press, Viewed online 13th September 2015,

Forbes, ‘Three elements of an effective social media strategy‘, viewed 13th September 2015,

Blog Entry 2

The following blog post uses information gathered from and the MINT database to gain an understanding of the product offered by each website as well as its popularity and relevant financial data.

1. Webjet


Webjet Limited is a travel booking website based in Melbourne, Australia that offers flights, hotels, holiday packages, cruises, car hire, travel insurance and special travel deals.

According to the Alexa website, Webjet is the 237th most searched for website in Australia and 17,934th in the world with 21.5% of its sites visits coming via search engine.

Screen Shot 2015-09-07 at 12.45.37 am

According to the MINT database, Webjet has been constantly raising its revenues with its operating revenues increasing from close to $59,000 in 2012 to $93,000 in 2014, as can be seen in the graph below.

Screen Shot 2015-09-07 at 12.41.59 am

2. Tripadvisor 


TripAdvisor, Inc. is an American travel website company based out of Massachusetts which provides reviews of travel related content such hotels, restaurants and attractions. It also includes an interactive travel forums for members to communicate with one another.

Screen Shot 2015-09-07 at 1.11.35 am

According to the Alexa website, Tripadvisor has a rank of 56 in the United States and 168 in the world  as can be seen above.

Screen Shot 2015-09-07 at 1.18.09 am

The MINT database shows that Tripadvisor has largely increased its operating revenue from $763m in 2012 to $1,246m in 2014.

3.  Trivago


Trivago is a travel search engine that compares prices from over 900,000 hotels worldwide from nearly 300 booking sites and sorts them based on popularity, price, rating and distance. The website originated in Dusseldorf, Germany in 2005 and now has 47 international platforms, including one in Australia.

Screen Shot 2015-09-07 at 1.38.38 am

The above graph shows that Trivago is ranked 969 in the United States and has a global ranking of 3,086.

Screen Shot 2015-09-07 at 1.46.32 am

According to the MINT database, Trivago doubled its operating revenue from close to $65,000 in 2011 over $131,000 in 2012. This increase in revenue can be seen above.

4. HotelsCombined 

Hotels COmbined

Hotels Combined is a hotel metasearch engine that operates in over 40 languages, with over 50 currency options. Hotels Combined allows users to search and compare thousands of hotel rates in a single search. The website was founded in 2005 and has its headquarters in Sydney, Australia.

Screen Shot 2015-09-07 at 1.59.53 am

According to Alexa, has a global rank of 3,966 and is ranked 342nd in Saudi Arabia. The Australian HotelsCombined website (which has .au added to the end of the link) has a global rank of 35,082 and is ranked 399 in Australia

Screen Shot 2015-09-07 at 2.07.06 am

No data from the MINT database was found on HotelsCombined.


Alexa, 2015, viewed 6th September 2015 at <>

HotelsCombined, 2015, viewed 6th September 2015 at <>

MINT Global, 2015, viewed 6 September 2015 at <>

TripAdvisor, 2015, viewed 6th September at <>

Trivago, 2015, viewed 6th September 2015 at <>

Webjet, 2015, viewed 6th September 2015 at <>

The 5 I’s of marketing

The following post aims to illustrate how the Glue Store and Youtube utilise Pepper and Rogers 5 I’s of marketing in their websites.

1. Identification – The companies ability to understand the details of who their customers are.

When signing up for a Youtube account, the website asks for your age and gender to get an idea of the demographic of their customers. However, Glue Store does not ask any such identification questions. As such they may be unaware of the demographic of their customers.

2. Individualism –Companies tailored offering for lifetime purchases

Glue store offers rewards for becoming a member such as tracking your purchases and being able to checkout with more ease, along with receiving extra benefits such as birthday rewards and special offers.

Screen Shot 2015-08-31 at 11.39.49 pm

Youtube has at the bottom of its website different languages that the website can be converted into. Additionally it asks for your home country so it can recommend trending videos within that nation.

Screen Shot 2015-09-01 at 12.01.50 am

3. Interaction – Dialogue used in order to understand the needs of the customer as well as interacting and building a relationship.

Glue Store offers several means of communication for their customers inducing a live chat as well as an email address to get in direct contact with regarding complaints and queries etc.

Screen Shot 2015-08-31 at 11.50.33 pm

Youtube offers their customers a Help Centre which has many FAQ’s and responses but does not offer a email address or any way in which to get in direct contact with anyone. It does however offer a community help forum where you can directly contact other customers regarding any issues you may have.

Screen Shot 2015-08-31 at 11.51.47 pm

4. Integration – of knowledge of customers into all parts of the company

Glue Store has a banner for ease of access to certain products that the customer may be interested in buying

Screen Shot 2015-09-01 at 12.01.24 am

Youtube has a recommended section on its website for videos from similar channels and videos to ones you have previously viewed. Each Youtube website is unique and individualised due to prior video searches

Screen Shot 2015-08-31 at 11.46.20 pm

5. Integrity – the companies ability to devolp trust through non intrusive marketing

Both Glue Store and Youtube have sections of their websites dedicated to their companies terms and conditions as well as privacy laws to ensure the customer feels safe on their websites at all times.

Glue Screen Shot 2015-09-01 at 12.07.54 am

Youtube  Screen Shot 2015-09-01 at 12.07.37 am

Online Business Models

The e-Business model, like any business model, outlines how a company operates, how it provides a product or service to their customer and ultimately,  how it will generate revenue. As such, it is crucial that a business understands what type of online business model they would wish to create in order for them to generate revenue.

As each company is different, no one business model will work effectively for every business. It is important that a company work out what business model is most effective for their given situation.

While there are many types of online business models, outlined below are two online revenue business models with examples websites using that model.

The Affiliate model

The affiliate model is simply the process of advertising another companies products on your website in exchange for a commission payment. This type of model is often referred to as a pay-per-performance ad deal in that a business rewards the ‘affiliate’ for each visitor or customer brought by the affiliate’s own marketing efforts.


For example ‘Amazon associates’ offers commission to the marketer on any item sold if they were sent to Amazon via an advertising link on a website.

Screen Shot 2015-08-31 at 10.08.21 pm

This model can be attractive to an individual or business because they never actually take ownership of the product, or even have to handle it. They are rewarded for simply referring customers to a retailer when they make a sale.

Subscription model

The subscription business model is a model whereby a customer must pay a subscription price to have access to the product/service. This type of model does not sell a product individually, but rather allows for periodic use (typically monthly or yearly) of a product or service. For example Netflix offers members who subscribe unlimited viewing of offered television shows and movies after an initial subscription payment is made.

Screen Shot 2015-08-31 at 10.58.17 pm

Oftentimes subscription models offer different packages according to the type of content the subscriber is allowed access to. As can be seen above, Netflix offers a basic, standard and platinum plan and the price varies according to the content available to the subscriber.