|Published online: October 10, 2014||$US5.00|
The roles and responsibilities of graphic designers are changed significantly since the web has become the main mode of information distribution. Designers must balance creative talent, be fluent communicators in a visual language, and also maintain a deep knowledge of technology to stay current. Furthermore they must anticipate changes in industry standards. Ultimately, they must learn to innovate by doing. The course presented—Web Analytics, SEO and SEM—was designed to introduce design students to concepts of Internet traffic, analysis and marketing. Understanding how users find and share websites is crucial to effective design. Those who can effectively execute online marketing are in high demand. But the rules are constantly changing. The goal of most websites is to gain an audience—“traffic”. In the course, teams competed for traffic using techniques of search engine optimization, online marketing, social media, advertising campaigns and content development. Students were broken into teams based on interest, and asked to compete by attracting the most users to their website. They determined the topic, target audience and did competitive market analysis. Sites and services including Facebook, Twitter, YouTube, etc were integrated into the marketing strategies. Wherever possible, the efforts were tracked and analyzed. Traffic to the site was measured using Google Analytics.
|Keywords:||Pedagogy, Design, Technology, Web Analytics, Search Engine Optimization, Online Marketing, Social Media, Content Management System|
Assistant Professor, Department of Advertising Design and Graphic Arts, New York City College of Technology, City University of New York, New York, NY, USA