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Lip Kit Service: How Kylie Jenner and Shopify Built an Empire

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     Kylie Cosmetics is a multi-million, almost billion-dollar e-commerce makeup empire powered through Shopify. The Canadian software company helped the youngest Kardashian-Jenner sister become Forbes youngest-ever “self-made billionaire” owning Kylie Cosmetics (Turner, 2018). Shopify is also the preferred software of other big-name brands such as; Tesla, Morphe, Gymshark, Staples, Heinz and Magnolia Market (Shopify, N.D.). Kylie Cosmetics has been one of the most successful e-commerce sites for Shopify, racking in a whopping $200 million in 2019 (Forbes, 2020).      What makes the marketing plan interesting for Kylie Cosmetics is it solely relies on social media. Kylie Jenner will post the releases of her products, as well as attach links to the products and website when they are released. This is a unique form of marketing, because it’s a free form of marketing. Using social media is cost-efficient because it’s free. Jenner with her 200 million plus followers is reaching a wide audi
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Deeper Dive into SEO, SEMrush and SEOquake

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  This week we took a dive in the deep waters of SEOs (search engine optimization) and started a project using SEMrush. Before the project with SEMrush, I installed SEOquake to my Google Apps in Chrome. The information provided from SEOquake is telling for websites and metrics for that page. For example, I searched Amazon and at the top of the screen, below the search bar the SEO analytics appear. The amount of information that appears is not overwhelming and tells you the basic information needed for the research. Amazon has 232 million in the Google Index, 306 million in the Bing Index and ranks twelfth in the Alexa ranks. Amazon brought in the silver as it’s ranked second in the SEMrush index.   As a comparison I measured one of Amazon’s competitors, Walmart. Walmart’s numbers didn’t pull to the magnitude of Amazon’s, which I found surprising. I envisioned Walmart’s numbers being close, if not a little behind from Amazon. Walmart racked in a total of 38.2 million in the Google Index
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Social Media Identity, and What Works Best for Your Brand

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Social media has grown into a useful tool to relay information with one another. For some generations, social media is all they know. Brands and companies have utilized social media to relay their messages to their followers and keep them up to date on the latest trends. Brands will join the three main platforms including: Facebook, Twitter and Instagram. A rising social media platform brands have been flocking to recently has been TikTok. TikTok is growing rapidly, and companies are jumping on the opportunity to showcase their brand through the app. Companies are able to create trends or follow trends that can show off their brand.   The question that raises is “should brands adopt one platform as their main source of information?” Brands should be able to use multiple outlets to showcase their content. Older generations are likely to use outlets such as Facebook, Twitter and e-mail to get updates from their favorite brands and companies. Younger generations such as Millennials and Ge
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Battle of the Analytics - Adobe Analytics vs. Google Analytics

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     Much like every business, Google Analytics has competition. Looking at the different software systems to compete with Google Analytics, one stood out to me most. Adobe Analytics compares similar, yet different metrics that stand out from Google Analytics. Adobe Analytics compares the success of visits, while Google Analytics measures the sessions goal completions (Rutter, 2017). Rutter explains the differences as if a visitor enters a site to watch five videos in a single visit, Google Analytics will count that for being one video play in goal completion. Whereas, Adobe Analytics will count for five video play success events (Rutter, 2017). According to Rutter, the success of events in Adobe Analytics is equivalent to the total of events in Google Analytics.          Adobe Analytics, originally Omniture, was created for businesses to track the data of traffic flow of their websites and apps. Adobe Analytics comes with a number of capabilities that help businesses understand the cu
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Why Businesses NEED to attract new viewers, and How to Keep Them Interested

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       Loyal viewers are great for a business, but attracting new, fresh eyes is also an essential key to success. New visitors to a website can help user engagement, as mention in my previous post. Businesses and organizations must be able to make their content appealing for potential new visitors to keep them engaged and coming back for more. According to Watson, customers have a considerable amount of control of what messages they receive, and it’s due to what websites they are exposed to (Watson, N.D.).        So why is it important to attract new viewers? New eyes, higher engagement. The more clicks and views on posts can have opportunity to generate revenue. Social media has been a key asset to companies growing their brand and creating exposure to new customers. Businesses can monitor their traffic flow of website using web analytics, specifically Google Analytics. Now, how does one attract new customers to the page? There are many ways, one being having catchy headlines. Headli
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What is User Engagement and Why is it Important?

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       User engagements are one of the most important metrics to follow in web analytics. User engagement is used to help businesses pinpoint information that is good or bad about a product. The more engagement from the consumers, the more profitable the product becomes (Mixpanel, 2020). This can also be used for helping shaping products after while studying metrics. There are many different ways to track user engagement for example, user activity, number of logins, retention of the product, feedback and more (Paxton, 2020).      Having user engagement is something important to have for businesses and organizations to measure whether their products are working, or how they can be adjusted to fit the customers’ needs. On a personal level, user engagement is tracked to see the pageviews, clicks, shares, likes and more on the stories posted to the website for my employer. This can show us what types of stories viewers enjoys viewing compared to others.        How user engagement is used i
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