DRTL 3090 Exam 3 Review

How do traditional strategies support digital strategies?

- by combining email and direct mail marketing - by including digital channels on print mediums - by being able to draw online traffic to physical locations - advertise online channels on billboards

Types of Mobile Apps

- lifestyle mobile apps -social media mobile apps - ultility mobile apps - games/entertainment mobile apps - news/information outlet mobile apps - business and e-commerce

The Echo Factor and Tone

Calculate the total number of positive and negative messages generated through at least one cycle of the word of mouth

User action

Marketers can review sales trends during and after the campaign and note any increases that correspond with online buzz volume

Native apps

Native UI allows users to quickly learn the app easy to discover in app stores access to device hardware/software such as GPS, location, calendar Better user experiences

Conversions

Sales

WOM Metrics

- Volume of discussion = reach of online WOM: count of number of post mentions - Influencer mentions: the authority score the search engine calculates for that blog, # of inbrand links from brand sites, measure site forums and other blogs - stickiness: % of people who pass along message - echo factor and tone: calculates total # of positive and negative messages generated through one cycle of WOM - Engagement: study comments' tone and length - Advocacy: differentiate between descriptive online convos and recommendations or warnings - User action: marketers review sales trends during and after the campaign and note increases in online buzz

what do service expectations include?

- ability to personalise the shopping experience - the use of social media to solve service issue (connect with the brand for questions or concerns) - simplify the way services are accessed or delivered

Mobile App PROS:

- access to software and hardware features - able to personalize - better UX - abilities to use offline - notifications

Mobile Websites PROS

- available instantly, no download needed - suitable for a wide range of devices - cheaper to develop than mobile apps - low memory consumption - SEO friendly

strategies beyond mobile apps include:

- building mobile friendly versions of websites to reduce bounce rates - optimize across all mobile platforms - develop web based interfaces for increased functionality - utilise mobile PPC (pay per click) campaigns and ads - consider sponsoring or being involved in other applications that are relevant to brand - utilise QR codes to send consumers to your mobile website

Pop Culture and Social Media

- content created by users on social networks and utilities is heavily influenced by trends in arts and entertainment, vernacular, and current events - social media also brings to bear highly trends in pop culture and engage their audience

Bridging the Gap: Points to Ponder

- goals: business and communication goals - target market: dont just concentrate on demographics, get on a more personal level. where is the target market? connect with them! - figure out a way to "touch" the target market and stay connect to them - interact with the target market. the more you interact with them, the stronger the relationship will be

Organisational Culture and social media include..

- investments: such as training or education. increase in investments are good! - business value: value should increase. cost saving, service improvements, consumer advocacy - emerging: assess social SWOT analysis, segment audiences to target better, conduct social research, set up listening platforms! - tactical: setting SMART objectives, develop a content strategy, teams and work flows - Integrated: social media objectives are connected to over all business goals, establish a governance model, leverage employee involvement, formalising organisational structure - Social: the vision for social organisation should be totally flat

Tradigital Strategy

- is an integrated approach to both digital and traditional media - the online consumer behavior is reflective from both online and offline - new consumers visiting online stores could be influenced by traditional media - use of online behavior to track the effectiveness of online and offline media

Mobile Apps CONS:

- more expensive - has to be updated - one app runs on one platform - each app requires more maintenance

Pain Point

- problems and opportunities what customer problem, need or want your business addresses

Mobile website CONS

- require the internet to use - dont support as much features - usually worse UX

Making websites more "Global" Friendly include..

- think about meaning of color. focus on the target markets color choices - make the shopping cart global with different cash payments and currency - language choices - communication styles - visual design

Digital Marketing

- this type of marketing welcomes feedback on campaigns - it has a specific audience in mind and tries to target them, but welcomes others too -invites comparison, discussion, and a chance for consumers to gather to create UGC on topics -helps fuel consumer loyalty and word of mouth marketing efforts

bridging the gap

- traditional channels still commands 66% of b2b marketing budgets - 6 in 10 marketers said offline efforts affect online activity - campaign ROI increases by up to 62% if a combo of mail and digital - customers more in control of media consumption: connected across the web

Traditional Media

-Controls the messages -has a concrete goal of spreading specific messages to particular audiences -it does not invite comparison or discussion. it seeks to offer brand specific education -it fuels brand recognition and familiarity

Types of Cybercrime

1) auction fraud 2) ransomware = is a type of malware that will demand payment after encrypting a persons files, making them inaccessible 3) botnets = are networks from compromised computers that can be controlled externally by remote hackers. they will send spam or attack other computer through these bot nets 4) identity theft 5) prohibited / illegal content 6) social engineering = is the act of tricking someone into sharing information or taking an action

How do you bridge the gap?

1) branded messages- stay consistent across all platforms when advertising. 2)Business cards - add profiles to platforms 3)print ads - add social media profiles to the print ads for more exposure 4) broadcast - tag your spots, get exposed! 5) trends - keep up!

Characteristics of mobile apps:

1) convenience: high and consistent performance 2) unique, appealing and easy to use 3) connectivity 4) localisation 5) reachability

Advantages of mobile apps: why we should invest in them

1) gives more value to the customers 2) customers dont have to wait 3) they reduce cost and increase customer engagement 4) mobile apps aid promotion and offers great support to businesses 5) they enhance the visibility of your brand name 6) mobile apps are the best social media platform these days

Tools for Social Customer service:

1) hot spot service hub = automated tickets created and live chatbots 2) salesforce service cloud = it uses AI, supports multichannel, and integrates sales and marketing CRM customer relationship management 3) zendesk sunshine = most established service. it can complete service solution. able to buy different tools sold separately 4) freshdesk = it is the second most established service. all of the functions are bundled together

Traditional Marketing Vs. Digital Marketing:

1) interruptive marketing vs. participative marketing 2) there is a difference in how the message is delivered and consumed 3)demographic bs psychographics 4) engagement is different - getting to know the consumer 5) instant gratification of knowing campaign results 6) cost factors and effectiveness

Disadvantages of mobile apps:

1) they do no have any particular standards 2) they can be expensive to build custom apps. many businesses cannot afford them 3) navigation can be difficult if not built right 4) privacy concerns 5) brick and mortar exclusion can happen = if a brand focuses too much on mobile commerce they could neglect their physical locations

what are the advantages of TraDigital Strategy?

1) this strategy can help increase reach of public relation activities 2) it can help reach both active and passive audiences 3) loyalty and long lasting relationships can be built 4) using both channels can amplify brand awareness or messages more 5) better customer acquisition and brand recognition

Activity Ratios

Active members vs. Total members

Blog - post-to-comment ratio

Blog interaction

Email Metrics include:

Click through rate (100 sent, 5 clicked = 5%) Open Rates Conversion Rate Bounce Rate Delivery Rate Earnings per email list growth rate inbox placement brand metrics (brand perceptions) email shares on social media

What is email marketing?

Context is crucial for every email, as its effectiveness depends on the ability to grab the recipient's attention

Ways to Measure Paid Ads

Conversions Button clicks: Call to action buttons Relevance Score: 1-10 A/B testing Allows to measure the effectiveness of the ad creative is with the audience and can assist with campaign optimisation

Brand mentions/metrics

Customer sentiment gauged via ratings and reviews

bottom-up implementation

Customers decide what we like and how to interact

Advocacy

Differentiate between online conversations that are descriptive and those that contain recommendations or warnings

What is email marketing?

Email marketing is a type of direct digital marketing that uses email as the marketing communication delivery method. You must first build a list (list‐building) and then develop campaigns to effectively market to your list.

What is email marketing?

Email marketing is a way to reach consumers through direct electronic mail. It's a direct method of written communication that aims to reach a targeted audience for the promotion of a campaign, a product or a service that might be useful fo the recipient

SMS (Short Message Service)

Has an open rate of 98% Up to 90% of people who open the message will read it in 3 seconds

Organisational Culture and social media include

Investments Business Value Emerging Tactical Integrated Social

Privacy:

Is the moral right of an individual to be left alone, free from surveillance or interference from any other person or organization

Ways to Measure Organic Campaigns

Link clicks: Shows the most relevant form of engagement Reach versus impressions: Reach is the number of people who see a post, while impressions are the number of times the ad was seen Platform engagement

Location-based technology

Mobile applications are also tracking your location, with your permission

artificial intelligence (AI)

Mobile apps are now using software such as voice recognition to encourage hands-free use and ultimately optimize the customer experience.

Native vs Hybrid Apps

Native apps are smartphone applications developed specifically for a mobile operating system Hybrid apps are, at the core, websites packaged into a native wrapped

Membership increase and active network size

Number of fans

loyalty

Number of videos/links/content shared Number of PSS feed subscribers (post notifications) Customer retention

Mobile traffic officially surpassed desktop traffic on the internet in..

October 2016

Email marketing trends

One-to-on emails: where it feels like each email you receive in your inbox is relevant to you as an individual: humanization Email messages; less messy more clarity Messages cross in a clear and concise way The interactive email experience Transactional email, only better and engaging AI powered email marketing more plain text email: makes it feel more personal and less advertisement conversational tones

Hybrid apps

Portability (one code base, multiple platforms) access to various hardware/software capabilities through plug ins cheaper origination costs faster initial speeds to market

Concept of Privacy =

Privacy and Information Privacy

Factors that impact email marketing budgets

Quality of the current email list: active vs inactive complexity of the email design frequency of the campaign email platforms Level of complexity of the campaign performance reporting, analytics, and optimization email testing required

Twitanalyzer

Reach Authority- measured by the number of times you are retweeted Generosity- measured by the number of times you retweet others Clout- measured by the number of times you are referenced by others Velocity- measured by the number of updates you publish over a seven-day period (speed)

reach vs impression

Reach is the number of people who see a post, while impressions are the number of times the ad was seen

SMART objectives

Specific Measurable Achievable Relevant Time-based

Influencer mentions

The authority score the search engine calculates for that blog The number of inbound links to blogs from brand sites, news sites, forums, and other blogs

Key performance indicators (KPIs)

The quantifiable metrics a company uses to evaluate progress toward critical success factors

social media leads

Track web traffic breakdowns

Overall social media specific measures

Traffic Quality beats quantity Search marketing Brand mentions/metrics Membership increase and active network size Activity Ratio Blog- post-to-comment ratio Virality Loyalty Social Media Leads Engagement duration Conversions Bounce rate

Types of Email Marketing

Transactional Relational Promotional

Twitter Metrics

Twinfluence: Reach -The number of followers Follower growth Social capital- the number of followers each of the person's followers have Link shares Lists

Virality

Twitter retweets Facebook updates

Mobile Metrics:

Uninstall rate Active users cost per loyal user user churn rate permission granted ratio session length the "golden" metric

Biometrics

Voice recognition, facial recognition, signature recognition, fingerprint recognition

Cybercrime: Vishing =

Voice version of phishing

Service in digital environment

With technology, consumers now have access to information and the ability to exchange opinions on companies, products, and services in real time

Creating an Email Strategy

You must know your goals

Developing a mobile strategy- APP

You need to define your data points and key performance indicators (KPIs) start your marketing strategy before building the app Hybrid vs Native

in a digital environment, a consumer has to assume

a lot more control of the service delivery process

Stickiness

a measure of a Web site's effectiveness; calculated by multiplying the frequency of visits by the duration of a visit by the number of pages viewed during each visit (site reach)

Netnography

a research technique that requires deep engagement with online communities new qualitative research methodology that adapts ethnographic research techniques to study of cultures and communities emerging through computer-mediated communications

Folksonomy

a user-generated system of classifying and organising online content into different categories by the use of metadata such as electronic tags.

Lifestyle mobile apps:

an app that accelerates or supports an individuals lifestyle such as fitness, dating, food, music, travel

social apponomics

app for everything

Cybercrime: botnets =

are networks from compromised computers that can be controlled externally by remote hackers. they will send spam or attack other computer through these bot nets

Trends in Mobile include:

artificial intelligence location based tech augmented reality syncing wearable tech with mobile cashless payments biometrics smarter personalization live streaming

Tools for Social Customer service: hot spot service hub =

automated tickets created and live chatbots

Brick and mortar exclusion

brands that focus too heavily on mobile commerce could do harm to their physical locations

Email marketing budget is..

cheap

CyberCrime: Phishing =

contacted through email or a text message

Smarter personalisation

content based on users location

Email Marketing Metric: Receipt and usage of email

emails opened and emails sent = read rate

How can organizations be transparent and accountable for their actions?

engage in timely and direct end-consumer relatively low costs higher levels of efficiency reach new variety of consumers

Email Marketing Metric: Track inquiries

general interest in product/service/store

Mobile Metric: uninstall rate

how many users discontinue using the app helps understand the long term sustainability of your app

Mobile Metric: cost per loyal user

how much does it cost to gain a loyal user? "CPLU"

Augmented Reality

include snapchat and filters

Mobile Metric: permissions granted ratio

include, push notifications in-app messaging are crucial to an apps success as they can drive stronger mobile engagements

Information Privacy:

includes both the claim of certain information should not be collected ever! as well as the claim for individuals to be able to control the use of whatever information is collected about and from them

Cybercrime: online scams =

is a form of ads or spam that include fake promises of rewards or offers usually to do with unrealistic amounts of money

Mobile Metric: user churn rate

is a ratio between the number of mobile app users that will continue to use the app after a certain time period and the ones who have stopped usually a month

Cybercrime: ransomware =

is a type of malware that will demand payment after encrypting a persons files, making them inaccessible

90% of time on mobile...

is spent in Apps

Cybercrime: social engineering =

is the act of tricking someone into sharing information or taking an action

Mobile Metric: session length

is the amount of time the app is open in front of the user and how they are engaging with it

Computer are a "target" =

is the wrongful taking of info or the damage of information

Tools for Social Customer service: freshdesk =

it is the second most established service. all of the functions are bundled together

Tools for Social Customer service: salesforce service cloud =

it uses AI, supports multichannel, and integrates sales and marketing CRM customer relationship management

service encounters in digital environment...

lack any tangible elements as well as human interactions

Clout

measured by the number of times you are referenced by others

authority

measured by the number of times you are retweeted

generosity

measured by the number of times you retweet others

Velocity

measured by the number of updates you publish over a seven-day period (speed)

Email marketing trends with mobile:

mobile first: it is now important than ever to make your emails mobile friendly

Why do we need a mobile strategy?

mobile use has exploded web consumption is changing to mobile more mobile marketing can reach new audiences mobile commerce and mobile marketing now go hand in hand mobile marketing can reach a broader audience

Tools for Social Customer service: zendesk sunshine =

most established service. it can complete service solution. able to buy different tools sold separately

Mobile Metric: the "golden" metric

no matter how many metrics are used to track..the app star rating system is the most important and obvious trend big focus on positive mobile app reviews

Short Message Service (SMS)

open rates are higher than email

PPC

pay per click

Email Marketing Metric: conversion rate

percentage of email recipients who clicked on a link within an email and completed a desired action

mobile-first strategy

refers to companies increasing tendency to design their products for mobile phone devices before traditional desktop or laptop

Cybersecurity:

refers to the body of technologies, the processes , and practices that are designed to protect networks, devices, programs and data from possible attacks, damages, or unauthorised access!

cultural values and social media

successful adoption of social media is far more cultural than operational - businesses have now changed their mindsets about how they do business -one of the biggest impediments to a higher adoption rate of social media bc its more cultural than operational

Mobile Metric: active users

the number of people who use your app on specific days or months respectively

Email Marketing Metric: click through rate (CTR)

the percent of email messages clicked relative to the number of emails sent or in some cases, relative to the number of emails opened

Email Marketing Metric: Complaint rate

the percent of emails marked as spam relative to the number of emails sent

Email Marketing Metric: unsubscribe rate

the percent of emails that lead to an unsubscribe relative to the number of emails sent

Email Marketing Metric: delivery rate

the percentage of messages delivered to the recipients inbox relative to the number of emails sent. aim for a delivery rate of 95+ percent

bounce rate

the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page Are visitors leaving too quickly?

Email Marketing Metric: bounce rate

the percentage of your total emails sent that could not be successfully delivered to the recipients inbox

Email Marketing Metric: List growth

the rate at which your email list is growing

utility mobile apps:

the type of mobile app that we use most often without thinking we do many of these type of apps come pre-installed on the device and service one function (calendar/weather/notes)

Cybercrime: unwanted programs

they uninstall necessary software

Computer as a "tool" =

this involves modification of traditional crime by using the internet - cyber stalking - child pornography using the internet to conduct a crime

what are service expectations?

this is the expectations that consumers have of how the service is involved with the product they are purchasing

Mobile Metric: cost of loyal customer =

total marketing campaign costs related to acquisition / total loyal customers acquired "CPLU"

Organizations have to be

transparent and accountable for their actions

61% of users are unlikely to return to a mobile site they had trouble accessing

true

Customers are still not satisfied between online and real life shopping

true

Service encounters in the digital environment lack any tangible elements as well as human interactions

true

Using mobile app as foundation

true

cultures from across the globe can now easily mix with others

true

social media is a cultural tool

true

successful adoption of social media is far more cultural than operational

true

technology does not determine culture

true

social media mobile apps:

type of app that is the most popular available. gives you access to platforms to share content with others

What do you want to achieve in an email marketing strategy?

welcome new subscribers boost engagement with content and the business nurture existing subscribers by providing them with something they will value re-engage with subscribers who havent been active segment subscribers so you can send more targeted email marketing campaigns

Cybersecurity is a critical technology for the digital age..

without it, there can be no trust in services, transactions, digitization. there will be no growth in digital

with Tradigital strategy..

you need to know your audience and be creative. there must be a social networking tie - in old school social media tools are also important to remember