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Online Marketing English with eROI CEO Ryan Buchanan
eROI 首席执行官瑞安·布坎南教网络营销英语

Intro

1. Learn Vocabulary - Learn some new vocabulary before you start the lesson.

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• smart phone
• return on investment
• revenue
• social

• client
• marketing agency
• campaign
• brand

• channels

2. Read and Prepare - Read the introduction and prepare to hear the audio.

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The Internet is full of people who want your attention. Ryan Buchanan and his company, eROI, make sure their clients are heard.

When online and email marketing were still very new, Ryan founded eROI as an agency focused only on these areas. Since online marketing is now very popular, eROI has the advantage of experience. They help everyone from Nike to Star Trek reach their customers through their computers and phones.

We recently visited Ryan at eROI headquarters to discuss the English vocabulary of online marketing, including a term that appears in the name of his business.

3. Watch - Watch the video without reading the dialog.

Dialog

1. Listen and Read - Listen to the audio and read the dialog at the same time.

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2. Study - Read the dialog again to see how the vocab words are used.

Jason

Ryan

Jason:  This is business English on English, baby! I’m here with Ryan Buchanan, CEO of eROI. Can you tell us a bit about what your company does and these folks behind us?

Ryan:  Sure, sure. So, we are a digital marketing agency and our focus is really around campaigns, around designing and building websites and email campaigns for brands like Columbia Sportswear, Nike, CBS, Star Trek and others.

Jason:  Cool. Let’s talk about what some of those terms mean. What is a campaign?

Ryan:  “Campaign” is really bringing together a bunch of different channels. If you are a consumer brand, like Nike, for example, and you have a photo contest on Facebook, you might have a lot of different ways to reach your audience all around one campaign, which is the photo contest on Facebook. It’s a marketing project and then there’s lots of different channels that feed into that one main place that you’re trying to get them to go to and take action at that place.

Jason:  What are channels?

Ryan:  Channels are…They’ve been used like in “TV channel” and you can think of channels like rivers or avenues. Email is one channel, you’ve got people coming to a website or some sort of destination through their smart phone, through their mobile device. So those are all different marketing channels to drive a consumer to a place to take an action.

Jason:  What is ROI?

Ryan:  ROI in the marketing world is return on investment. To marketers, return on investment is when you invest in an agency or in your own in time in doing a marketing campaign, you want to get at some point, a certain amount of revenue out of that. The return is the incremental amount of revenue you get, divided by the investment.

Jason:  What does social mean?

Ryan:  “Social” is short for social media, and that’s a lot of what you do at English, baby!, actually, from what I understand. It’s giving a way for people to communicate two ways instead of just talking at them. Social media…Some of the most popular elements are Facebook, Twitter, Linked In, but it’s also using blogs and using sites that have an online community aspect to them.

Jason:  Thanks so much for talking with us.

Ryan:  Absolutely. Thanks. Yeah.

 

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