Digital Marketing 469 Study Guide FINAL
Digital Marketing 469 Study Guide FINAL MKTG 469
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This 11 page Study Guide was uploaded by Talia Standring on Monday May 9, 2016. The Study Guide belongs to MKTG 469 at San Francisco State University taught by Dr. Nga Ho-Dac in Spring 2016. Since its upload, it has received 35 views. For similar materials see Digital Marketing in Marketing at San Francisco State University.
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Date Created: 05/09/16
Study Guide #2 for MKTG 469 Advertising Types of online advertising: Display (banner) ads, Search ads Paid search, Ads on social networks, Mobile ads Direct response is growing faster, Not all ads are equal Creative best practices: KISS, Identify brand early, Make brand promise early Never let ‘creativity’ trump brand message Why are standard formats necessary?: Ad serving: Third‐party ad networks deliver ads to sites and apps Targeting: Behavioral, Contextual, Data‐driven demographic, Geographic, Mixed targeting, Re‐targeting Behavioral targeting: Uses information collected from an individual’s behavior to select advertisements to display. 1) Targeting identified users 2) Targeting unidentified users: cookies 3) Targeting with predictive models: statistical models to predict behavior Contextual targeting : Matches the ads to the websites’ context: content, timing, channel. 1) Convenient 2) Do not need customers’ data Re‐targeting: Keeps your ads displayed in front of the same people again and Again. Ads are effective when exposed multiple times. Only 2% of web traffic converts in the first exposure. Retargeting helps companies reach the 98% of people who don’t convert right away. Can target identified users or unidentified users (cookies) Ads on social networks: Highly targeted customers (all identified) 1) Display ads 2) Paid reach Mobile ads: Location aware, mostly identified customers at device level Display ads, Search ads, Social media ads, In app ads: similar to display ads targeting identified customers Quiz 1. Ad serving: is the placement of ads on websites by specialized marketing service 2. Rich media ads tend to be larger in size and contain more interactive elements. = true Content Marketing Element of content marketing: Publish the content > optimize for search & sharing > promote on all channels > Analyze the metrics > Publish the content Good content: Understand target audience, Clear marketing objectives, Develop relevant stories Types of content: informative, entertaining, trust building, and more Good storytelling: Simple and engaging stories ‐ Not selling messages Optimize for search: Use relevant keywords, Use text wherever possible, Good title, Optimize URLs, Encourage user ratings and comments, Use tag (relevant keywords), description, and anything else site allows Optimize for sharing: Use feeds to all accounts, Facebook, twitter, etc., Encourage friends and fans to share, Share icons/bars, Ask them to share Promote your content: Post on all channels, Reach out to business partners, Be active in social space Metrics: User interaction, Comments and ratings, Completion rate, Time spent, Purchase, Impact on search behaviors, Brand awareness and association … Relevance and timeliness trump professional production at least for most applications Quiz 1)Elements of content marketing include: All of the above (Content publication, Optimization for search and sharing, Promotion, Data analysis) 2) Selling message is the key of content marketing = False Event, PR, Affiliate, Viral Events: Traditional events 1) Off‐line: trade shows, product launches, seminars … 2) On‐line: webinars, twestivals … Experience marketing: powerful immersive brand experiences Publicity: Optimizing press releases: Select relevant keywords: in title and often in text, Tag images,Post with a unique URL, Use three anchor links: one to the home page, one to the product page, and one to the most relevant blog post Affiliate marketing: Other sites link to yours to sell merchandise, Affiliate sites receive commission, Parent sites receive traffic not likely to get otherwise, Low cost but limits to success Viral marketing: great if it happens not something on which to base strategy Quiz 1. How to optimize a press release online: Both use keywords and tag images 2. Our marketing plan cannot rely heavily on viral marketing = true Search Marketing Everyone searches: 92% of U.S. Internet users have used search, 29 % search daily, Young and old search, All races/ethnicities search, College educated more likely to search, Users search for just about everything! Marketers use search for everything: Branding, Online sales, Lead Generation, Drive Traffic, Provide Content Types of search: Directory listings. e.g., Http://www.Dmoz.Org/ Search engine marketing (SEM) Search engine optimization (SEO), also known as natural or organic search Pay‐per‐click (PPC), also known as paid search Comparison of SEM Techniques: SEO better response since majority of clicks are organic, more return traffic, lower cost, long term marketing solution, brand recognition and loyalty, results are not immediate, ranking is difficult to predict, initial time investment and time is major cost, takes time for results to be displayed PPC immediate results based on bidding system in which there are charges for clicks received, daily budget can be limited, gives definite search volume, easy to change focus, unlimited keywords, ability to test (keywords ad copy, landing pages), easy to lose ranking or spot, daily budget can be expensive depending on keywords, unqualified clicks How search engines work: Query (userinitiated query goes to search engine’s web serve> Web Server (sends the Query to Index Server)> behind the scenes: spiders or ‘robots’ ‘crawl’ sites regularly & follow site links and pages to develop lists of keywords & page locations to create indices of informat > Index Server (passes indexed information to Document Server)> Document Server (retrieves documents, images, etc. based on the algorithm and sends results to the user)User (either is satisfied with the results or refines the Query) What spiders see: Word density: How to rank high in SEO: Links Inbound, Outbound Content Text on site, keywords/phrase density, position of words on site, headings and emphasis, images and videos URL Descriptive and related to search keywords, age Title and Tags relevant title, meta tags: description and keywords Which factors are more important? 1) Web Hosting 2) Social footprint: mentions, syndication 3) Overall website traffic: clickthroughs, bounce rate 4) domain name authority: age, mentions, brand influence 5) On page factors: architecture, tagging, content 6) Link Building: volume, diversity, trust factor Organic search campaign: 1) define the target market 2) find out what they search for 3) develop a search engine strategy keywords 4) redesign site with keywords in mind 5) register site with search engine 6) use social media to enhance SEO 7) implement paid search campaign to complement (optional) Paid search campaign: Define target market, Investigate broad search categories and trends, Determine traffic and cost, Narrow down keywords, Select matching criteria, Design ads, Run campaigns, Measure and refine Matching types: Broad match reaches widest audience and not in the same sequence ex: sale purse = purse sale and ad will appear Phrase match must be in exact sequence, enclosed in quotes ex: “pink and purple purses” in that order will trigger an ad Exact match most precise method, enclosed in brackets ex: [pink purse] will trigger an ad but not pink purse store Negative match uses a minus sign and prevents ads from appearing ex: handbags and your add will not appear Entering an ad in AdWords How to rank high in PPC? Quiz1. What does a pagerank indicate? How important a page is on the web 2. Search engines assign keywords to the advertising that is submitted to them. F 3. Why use a negative match term in PPC? To indicate what you do not want considered Social Media Social media marketing is business use of selected social media channels to understand customers and to engage them in communication and collaboration in ways that lead to the achievement of ultimate marketing and business goals Benefits: generated exposure for the business, increased traffic/ subscribers/optin list, resulted in new business partnerships, helped us rise in the search rankings, generated qualified leads, helped me sell products & services/clos business, reduced overall marketing expenses SMM is not free! 59% staff salaries for blogging content development, monitoring, etc 20% agency consultancy or other outsourced marketing services, 11% other expenses directly related to SMM, 4% paid social media site platforms, 4% paid monitoring and measuring solutions Effectiveness & Efforts: less effort email content, social nets, microblogging most effort blogging, blogger outreach Managers still skeptical: Cost, Lack of skilled employees, Greatest: fear of negative comments If customers are saying () things...Shouldn’t we know? Shouldn’t we respond appropriately? Building SMM strategy: listen, communicate, engage, collaborate Communication rules: 1) embrace & navigate the complexity: ID and understand the landscape/audience 2) listen w/ intelligence: conduct comprehensive research 3) participate in the conversation: find listen and join 4) create and cocreate content: use content to attract/retain attention and build credibility 5) socialize media relations: understand and utilize online influences/channels 6) champion open advocacy: be open and honest about agenda, goals, interest, and motives 7) build active partnership: develop thirdparty relationships SMM is 2‐way communication, not advertising, not 1‐way messaging “No one cares about your products!” How do marketers engage their customers? How do your customers engage in social media? Tools for collaboration: Blogs, Twitter, Any platform where conversation can take place Benefits of business blogs: Helps business establish expertise and credibility Makes business a resource for important information (thought leader) Creates dialog with customers and business partners. If visible in search (search optimization), facilitates acquisition Blogs increase brand visibility in search results. Benefits of Twitter: Good PR from positive interactions. Employee engagement (external) can enhance brand image. Employee use (internal) must be secure. Listening to “inbound signals.” Product reviews: Sharing: Social media sharing icon and avoiding “icon overload” with ShareThis Executing SMM strategy: continuous engagement Measuring SMM effectiveness Social Media metrics Facebook, corporate blog, video channel, banner ads on social nets Traditional marketing advertising metrics Tv, radio, magazine, newspaper = Websites (Metrics platform ex: google analytics, webtrends, hubspot) The only way to select from the plethora of metrics available i clear, measurable campaign objectives Metrics must match objectives: Objective Metric Increase avg. visits per day avg. # of visits per day from google analytics Increase # of comments as long as small, can count, may need comment feed Increase # of shared posts provided by ShareThis icon Increase # of incoming links will use GoRank.com tool as long as free tool is sufficient may need to measure diff. Types of links, a diff tool for each Quiz 1. We can only call it “social media marketing” if:it leads to achieving business and marketing goals. 2. Because SMM is only part of the overall marketing effort, it is not important to establish clear objectives. Email Marketing Email is cheaper, faster, and more effective than direct mail Advantages of email: Creates a true 1 to 1 channel, Can be used by any marketer, Cost‐effective, Can be personalized and customized, Well‐suited to retention campaigns, Measurable (like any good direct marketing technique), Direct and indirect reach (forwarding) Email has evolved: 1st Generation broadcast, spam: highvolume/lowcost, send and forget, generally not relevant 2nd Generation permission marketing: responsible, segmented, usually relevant, value add 3rd Generation customer engagement: focus on the individual, content personalized to recipient, true 1 to 1, dialoguebased, closed loop, mail worth opening Levels of permission 1. Double optin 2. Confirmed optin 3. Optin 4. Optout Develop an email marketing campaign 1. Build or obtain an email list a. build a permissionbased list b. rent email lists 2. Profile and segment the list 3. Establish a communications schedule 4. Develop specific program objectives 5. Write compelling copy 6. Structure your email to be received and opened 7. Create link to further information 8. Make it easy for viewers to take action 9. Test and revise the email 10. Measure results 11. Integrate learning into next email program Targeting, personalization, and customization • Targeting refers to directing marketing communications to individuals or businesses that have been identified as valid prospects for acquisition or retention for the good or service • Personalization involves the creation of specialized content for a prospect/customer with a known profile • Customization is the creation of new content, services, or even products based on the needs and wants of an individual Ways to improve the message Preheader link to online version of email, reminder of relationship, restates offer Subject line short, include brand, call to action, urgency Offer or call to action specific, clear, and meaningful Time deadline, sense of urgency not only what the customer should do but by when? Web design principles above the fold, golden triangle CANSPAM include reply to and unsubscribe and otherwise be compliant Viral marketing include forward to a friend as well as social media links Social media integrate with popular sites on social media Preheader and a good offer Preheader reinforces offer; gives alternative way to view, Offer in golden triangle but no time deadline (left top), Most informative is above the fold (top half) + Social media integration and CANSPAM compliance Email offer with time deadline Measuring response open rate: # of emails offers opened divided by # delivered (decline after 48hrs) click through rate: # of email offers clicked on divided by # opened click to purchase rate: # of purchases divided by number of emails opened CANSPAM Act compliance Applies to acquisitional or promotional emails valid ‘from’ email address and reply address street address unsubscribe label as ‘advertising’ Legitimate email marketing: includes subject line (not misleading), from, valid postal sender’s address, return email, need unsubscribe otherwise report illegal spam Quiz 1.The highest response rate will most likely be obtained through the following list A permission‐based list of the company’s own customers 2. There are some valid uses for spam e‐mail in online marketing programs. False Mobile Marketing (MM) 6A’s of pervasive computing Implications Requirements Access: information instantly available either through actively accessing the network or through passive provision by embedded devices large and constantly updated databases of content Anyone: inexpensive and/or embedded devices make pervasive computing readily available to most people around the globe increased market size, also may increase # of small transactions Anytime: users able to access data and communications at any time, not just when they are seated at their desks be prepared to respond to customers instead of initiating customer communications Anywhere: wireless networks blanket first urban areas and then outlying regions, bringing access to residents & travelers increasingly high customer expectations for content & service Any Internet enable device: communications & data no longer limited to fixed desktop machines but available on a large # of small portable devices different display & revision of content necessary for mobile devices Authorized: networks able to provide secure access when required for communications and transactions security and authentication that are understood & trusted by customers Mobile is becoming dominant 77% of world’s population are mobile subs Smartphones led growth Mobile Internet use is growing Mobile only users are growing Mobile advertising to reach $20.6b by 2015 Search and local ads Strategic drivers of MM Context: localization & personalization Social networks Appropriate time High volume Oneclick payment (trusted 3rd party) Security Privacy (geolocation services) Expanded permission marketing MM communications channels = email, display ads, search mktg, content mktg, videos, music, podcasts, txt messages, SMS, EMS, bar codes, mobile apps * Apps are the driving force MM campaign planning: What attitude? > What message? > When & how often > What action? > Measure how/what? > Customers who/where? > Locationbased marketing GPS, QR Codes (quick response), NFC (near field communications) wireless comm. between 2 devices when placed close to one another SOLOMO Environment Social:always connect to friends, brand’s new platforms for easier sharing photos & videos becoming dominant mode of comm. Local: local search locationbased social platforms, small business access to powerful platforms Mobile: any time, any place integrated social content stream, realtime search comm. replacing desktop, laptop Integrating activity Search Integrating devices >martphones, tablets Marketer outcomes > Locationbased targeting, behavior and interestbased microtargeting Quiz 1.1‐click payment mechanisms is one of the strategic drivers of mobile marketing. 2.SoLoMo is the acronym that describes the converged media Environment Acquisition and Conversion Acquisition techniques Tools: offline advertising & promotions, events & PR, SMM, affiliate programs, portal deals, viral marketing, email promos, online advertising, SEM Using the tools: most tools better for one objective ex: Search for Acq. & Email for Reten. Choice of tool depends on specific campaign objectives No one tool works in isolation Ex: integrated communication & online/ offline Customer acquisition and conversion process Generate leads > qualify leads > distribute leads > followup to convert → Cost of lead generation: inbound generates leads less expensively Better leads > lower conversion cost Qualify leads 1) desire for the product/ service 2) authority to make the purchase decision 3) money budgeted for the purchase 4) need for product benefits *request qualification data Score leads: algorithm capture value of lead as a potential customer, commercial tools are available Distribute qualified leads: depends on scores and proximity to purchase Hot (salesready) leads: distribute to sales force for immediate followup Valid, nonsalesready leads: distribute to appropriate communications mode, call center for highly qualified (definite purchase time frame), email newsletter for other (no budget, no firm purchase timetable), rescore at stated intervals and reclassify as warranted Cold (meets no qualifying criteria): no or low cost follow up, rescore at stated intervals and reclassify (to valid or inactive) as warranted Conversion: no single definition (depends on which departments involved and what their roles are, social media marketers may define a lead as a like on facebook page and a conversion as a facebook fan who registers on the website) measurable objectives for each department and each stage Process: 1) ID conversion goals and KPIs 2) Profile target audience 3) Optimize website (or other platform) structure for conversion 4) Use effective calls to action and compelling messages 5) If visitors do not purchase, capture as leads 6) Test, measure and refine Conversion Path The sales funnel Lead Generation Model Broadly targeted, less interactive, less measurable 1. Identify need Branding, PR, Advertising (print, tv) Inquiry SEO, website, and direct mail 2. Research solution Events, seminars, trade shows, and webinars Lead 3. Develop short list Outbound calling inbound 800# Salesready lead Lead nurturing optin email 4. Review proposals Conference calls F2F meetings Qualified prospect Followup 5. Customer Narrowly targeted, highly interactive, highly measurable Landing pages and importance of testing To optimize clickthroughs: Optimize a campaign Test and improve SEM: PPC ad, clickthrough rate % Test and improve landing page: improve structure, chunk content, and add customer testimonials Click through to registration page % Purchase scenarios: stories of how customers make purchases valuable to understand what works where the site or process fails the customer Quiz 1. All digital marketing tools work equally well for acquiring new customers. F 2. Conversion paths show how people move through a website. 3. Quantity of sales leads matters more than quali . F Customer Retention and Development Retention increases profitability an average company loses half of its customers every 5 years reducing defections by 5% can increase profits by 25%85% as many as 85% of customers who defect were satisfied CLV: Customer lifetime value, the net present value of the customer revenue stream minus the cost of acquiring and servicing the customer Uses what types of customers to retain? How to acquire most customers like my best customer? Segmentation and targeting, personalization and customization CRM: s trategy > operations > analytics Developing CRM Strategy: data drive every step ID > Differentiate > Interact > Customize Operational and analytical CRM rely on database Data driven tactical programs: > Business and marketing strategies: individuals or segments targeted by value, value propositions product, price, channels brand <>Customer Information database development, segmentation analysis, customer profile development <> <>Measurement and refinement: database enhancement, performance measurement Model development and refinement, CLV, response → → Analytical → Marketing program development: target identification, value proposition development, targeting and personalization <> Customer driven tactical programs outbound, inbound, social media behaviors, quantifiable, strategically rele→ Operational → Targeting and personalization/ customization process: Develop customer profiles > 1) Identified (site registration, incentive marketing> email communications personalized site content > 2) Anonymous > Ad serving, dynamic site personalized > = Track results > revise content > refine models < 3) analyze data Types of P/C: a) Rules based (If.. then) b) User controlled (users’ choice, registration form) c) Informationdrive (profiles, models, data provided by users and captured on the web) Ex:Cisco Ex: Tesco loyalty program Increasingly important apps in CRM Social CRM improves experience and adds data Cost of CRM: elements of cost (hardware, software, personnel, and consulting) ways of obtaining (purchase software, license software per seat) actual costs can run into $millions (database construction as well as software) seat licenses from $hundreds to $thousands per seat How many CRM projects fail?: Many do not produce desire results a) catastrophic, not implemented: 1831% Failure to meet ROI target: 4756% Why?: lack of clear strategy and objectives, lack of organizational buyin and commitment, focus on tech not marketing & business requirements Reasons are more often organizational than technological Ex: Best buy focuses on service and support Necessary to make CRM work Evolutionary stages of customer service Live customer service, telephone, call centers > webenabled customer service (with live assistance/ automated) > anticipatory customer service (rules based automation/ push technology) Steps for strategic customer care: Stage 1) Profiling customers Stage 2) Segmenting customers and understanding customer’s specific needs Stage 3) Investing in tech. that delivers solutions and managing customers in a consistent manner Invest in technology only after understanding customers/ segments’ needs Various channels used to deliver CS: call center/ live agent, click to call, click to chat, email, virtual agent, self service (cheapest) Quiz 1. The CRM process: a. is driven by customer information. 2. Personalization can only be done after a person has registered on a website. F 3.A telephone call handled by a live service rep is the most expensive of the customer service techniques listed below.
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