Information Technology Applications in Marketing - Essay Example

One of the fundamental shifts that has taken place over the past several years is with respect to the impact and manner through which search engine optimization is able to field a further level of more effective marketing towards the potential consumer. Naturally, this process in and of itself represents a litany of best practices and can be understood based upon a variety of different metrics. With regards to the website in question, yipalace.com, search engine optimization is centered around a local search framework. Ultimately, the actual search terms that are most likely to be used with regards to the product offered have been utilized as the sole determinant of constructing these localized SEO parameters. From a cursory overview of yipalace.com, it is patently obvious that SEO has not been engaged to a proper degree as the website does not accrue a high ranking on the pages returned even for the terms that can be considered as key words for this local search. As a means of ensuring that SEO was at a maximal level, it would be necessary to engage in a three step process that would include: increasing prominence, preventing crawling, and increasing the level of indexing. Of all of these three strategies, increasing indexing would likely be the one that this student would recommend due to the fact that the current level of indexing that is reference by yipalace.com is practically non-existent. As such, this would be one of the SEO tactics that could be engaged at relatively low cost and return a much higher level of traffic over time. Regardless of the strategy that is used, an understanding of the consumer and the habits that drive them will need to be taken into account prior to any SEO taking place. Another key aspect with regards to SEO is with respect to the fact that mobile applications have fundamentally altered the way in which SEO is performed. Rather than merely being concentric upon getting the right combination of indexing, preventing crawling, and increasing prominence, the glut of new mobile phone applications and the litany of different search browsers that come packaged with them has caused the process of SEO to become more difficult to perform across the board. As such, it is necessary to consider the demographic trends and market presence that the firm wishes to have and what method through which the website is most often visited. As such, if it is determined that mobile platforms make up for a large percentage of overall traffic, then it is necessary to focus the SEO upon he way in which these different mobile platforms utilize apps and/or their native browsers to search the internet. If however it is determined that a very small percentage of overall traffic comes from mobile devices, seeking to expand a relatively large amount of money on seeking to garner but a few customers is not financially reasonable. 2. The past 40 years had noted a dramatic increase with respect to the overall level of mobile devices that are used for purposes of business and pleasure throughout the world. However, as the year 2015 draws to a close, it can definitively be stated that the impact of mobile computing with regards to communication and marketing is more important now than it was at any previous time in the future. In the same way that personal computer revolutionize the way in which computing took place, mobile computing has redefined the manner through which the individual communicates, the business entity markets, and computing is represented within the current world. Whereas but a few brief years ago an individual would be constrained to their desk as a manner of reaching potential clients and/or sending something as simple as an email, the communication platform that the mobile device now offers allows for a much greater degree of efficiency even if the individual in question is not within range of a Wi-Fi signal and/or within range of traditional desktop PC and keyboard. Further, perhaps the greatest shift that can be noted outside of the sheer ease of communication that these devices have been able to provide is the fact that mobile marketing has been able to pervade the environment and can be exhibited to the individual upon nearly each and every website that is viewed in a mobile platform or even as advertisements that are provided within the applications that each of us have become so reliant upon. With respect to the way in which the individual or the firm should integrate with the information that has thus far been presented, it must be understood that the zeitgeist of the era demands a closer attention is paid to mobile computing and the manner in which it can be utilized to garner further levels of profitability for the industry/business in question. From the personal standpoint, little if anything has changed with regards to communication over the mobile platform in the past 5-10 years. Once mobile devices became internet enabled and were functionally able to send emails/MMS messages as well as search the web, few innovations have come along to shift the dynamic of personal communication. However, with that being said, it must be understood that the greatest shift that has been felt with regards to mobile computing has been with respect to the way in which businesses seek to leverage these platforms as a means of reaching out to the consumer. One need look no further than a major car manufacturer’s television advertisement to note the Twitter and/or Facebook symbols at the bottom as the salesman makes a plea for the viewer to follow them on social media. This of course is merely evidence of the pervasive level to which mobile technology has integrated with the world and promises to shift the technological evolution of the current era in much the same way that PCs did during the late 1980s and early 1990s. 3. Freedom of speech is ultimately one of the main freedoms that has allowed the current world to develop to the degree and extent to which it has. When one briefly references the way in which freedom of speech was denied to individuals for so long, during periods of autocratic or religious rule, it can be definitively noted that the same. Witness a reduced level of human innovation, growth, philosophy, and intellectual achievement as compared to those eras in time in which enlightenment and Renaissance define the way in which humans were able to question, perceive, and defined the world around them. In much the same way, the current era is noting a definitive trend back towards censorship and the denial of freedom of speech. Individual such as Julian Assange and Edward Snowden have sought to promote a renewed level of visibility and transparency into an increasingly censored and classified world. The events of September 11 and an increased risk of terrorism have encouraged entities such as the United States to operate under a further veil of secrecy; utilizing the argument that this allows for an added benefit of being able to operate against terrorists. Although this may be true, the tangential loss of civil rights and freedoms that this denotes for the individual societal stakeholder is profound. Yet, it cannot be understood that the issues with freedom of speech that have thus far been discussed are only concentric upon United States. For instance, the Chinese government has instituted what has become known as the great Chinese firewall; intended to censor key information from citizens that might promote a level of discontent and/or governmental dissatisfaction – possibly leading to a demand for greater level of' of democracy and societal change within the People's Republic of China. By much the same token, the Government of the Russian Federation has also been accused of censoring key web information so that individuals within its borders would not be exposed to information that might cause instability and/or dissatisfaction within the current model of governance. Ultimately, even though each of the three nations that have been discussed operate differently from one another, and can even be argued to have different governmental approaches to the organization of society, it is without question that the overall level of freedom of speech and/or civil rights that had been noted within the past several years is decreasing globally. From this student’s perspective, this is a tragedy of epic proportions. Due to the fact that human freedom of speech and freedom of inquiry have provided the cornerstone for all of the major breakthroughs in science, technology, philosophy, and a litany of other areas, this loss of freedom of speech denotes a marked reduction in the expectation for further breakthroughs that could take place under such authoritarian and repressive schemes of governance. Ultimately, in order to further the human rights and the possibility of solving a great many of the world’s problems, allowing further levels of freedom of speech and civil rights is an absolute necessity which must be engaged at all possible haste. Works Consulted "Buad477 - AlexBrownRacing." Alex Brown Racing :: Following Barbaro's Legacy. N.p., 2 Aug. 2013. Web. 15 Oct. 2013. . Yi Palace Restaurant. N.p., 22 Jan. 2011. Web. 15 Oct. 2013. . Read More