IMS 518: Exam 1

In the Frontify reading about authenticity, they stress the importance of UGC. What is UGC?

User-generated content

Crowdculture

-Digital crowds now serve as very effective and prolific innovators of culture

2 Kinds of Touchpoints

*Consumer Driven = the consumer is reaching out to get the information, talking to friends, doing internet searches, seeing what was said on third party websites *Company Driven

Common Marketing Attribution Mistakes/Challenges

*Correlation Based Bias = when analyzing the customer journey, causing it to look like one event cause another, when it may not have. *In-Market Bias = refers to consumers who may have been in the market to buy the product & would have purchased it whether they had seen the ad or not. *Cheap Inventory Bias = gives an inaccurate view of how media is performing, making lower cost media appear to perform better due to the natural conversion rate for the targeted consumers, when the ads may not have played a role. *Digital Signal Bias = occurs when attribution models do not factor in the relationship of online activity and offline sales *Brand & Behavior = can often overlook the relationship between brand perception & consumer behavior *Missing Message Signal = evaluating creative in aggregate & determining that one message is ineffective, when in reality it would be effective for a smaller, more targeted audience

SERP Features

*Direct Answer Box: -provides a clear response to the user's query -take the form of short pieces of information that are public-domain facts. *Featured Snippets: -snippets of added context that typically credit a source & are deemed by Google to be the most contextually relevant result. -formatted as paragraphs, bulleted lists, numbered lists, tables, etc. *Rich Snippets: -provides additional lines of context to organic search results--> product or service ratings, prices, availability or a brief description of an offering. *In-Depth Article: -a block of in-depth articles is a set of organic results that provide additional context to help searchers understand more about the page before they click into it. *Shopping Results, video

6. Customer's personal experience helps assign greater value to your product:

*Endowment Effect: → a cognitive bias that points to people assigning greater value to something if they have some type of ownership over it. -Can apply the Endowment Effect in a couple of ways → you can create authentic content that shows someone using and finding value in your product, establishing that same value for someone else.

Self-Determination Theory

*Ryan & Deci --> identify 3 categories of motivations 1. AUTONOMY: -or being self-directed and in control of one's actions. An autonomous system values the input and independence of the participants. It is not coercive. 2. COMPETENCE: -or the satisfaction of developing exceptional skill in an activity. We like to do things we are good at and developing competence drives satisfaction. 3. RELATEDNESS: -or the need to interact with others who have shared goals/values and participate in a community where one can provide support, feel like they belong, and feel attached to others. --> should be thinking about all 4 motivators: Autonomy, Mastery, Relatedness, and Purpose.

SEO Statistics 2021:

-93% of online experiences begin with a search engine. -Google currently holds 80.5% of the total search engine market share -57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. -81% of people perform some type of online research before making a large purchase. -72% of online marketers describe content creation as their most effective SEO tactic. --> SEO is thought of as one of the highest ROI activities available

5. Checkout on Insta: Influencer Ecommerce Checks In

-"Checkout on Instagram", set to roll out platform wide in 2020, presents a way to gauge sales impact. -Brand/influencer payment options and structure will expand and evolve. -The line between e-Commerce and social media has blurred. More social media channels, from Facebook to Instagram, are appeasing audiences with greater convenience.

4. Color is key when establishing your brand:

-"People make up their minds within 90 seconds of their initial interactions with either people or products. About 62-90% of this assessment is based on colors alone." -It is important to use colors that express your brand's personality → when making strategic color decisions for social media, consider how they'll fit with your brand voice.

Strategic Case Study: Burger King

--> looking at numerous Burger King campaigns over the years and seeing where the principles we have learned are being applied *Whopper Sacrifice: -delete 10 friends and get a free whopper, over 200,000 friends deleted in just over a week --> very brand reinforcing nature, reinforcing the value of their product, racked up a TON of earned media/impressions, proved point of campaign that ppl like the whopper more than they like their friends *A Whopper of a Secret -flexed on the Big Mac (hid one behind a whopper and then revealed it) *The Not Big Macs -showed people ordering the Whopper but saying "anything but a Big Mac, like a Big Mac but juicer and tastier" -campaigns leveraged app engagement by using augmented reality

CDJ Model

--> trigger: begins the CDJ when an individual notices they have a problem & need product/service to resolve it. 1) Initial Consideration Set: -consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points 2) Active Evaluation: -consumers add or subtract brands as they evaluate what they want (gather info, do research, read reviews, etc) 3) Moment of Purchase: -Once consumer filters their options from the information they gathered in the evaluation stage, they choose a brand and start the purchase. 4) Post-purchase Experience: -after purchasing product/service, consumer builds expectations based on experience to inform the next decision journey *loyalty loop--> Depending on a customer's satisfaction with the product determines whether they become loyal customers & brand advocates.

8. Proving Influencer Impact: The Great ROI Debate

-93% of marketers used influencers in 2019, but platform changes like Instagram hiding "likes" are encouraging them to seek more advanced influencer measurement. -Influencers have huge potential, but businesses are having a hard time quantifying it. -Proving that influencers are "influencing" is more than just measurement. It requires understanding what the business needs and tailoring the channel strategy, influencer selection, contracted deliverables, success metrics, and tech solutions to support those needs.

G: Goals

-A strategic plan always begins with a goal. -The goal is an abstract and high-level description of a state of being. -It is qualitative, generally, and reflects the mission/vision of the organization. EX) a goal for Miami University might be "To broaden the reach of Miami's brand to a global audience." *High Level (Abstract) *What are we trying to do?

S: Strategies

-A strategy is a way you plan to reach that goal. -It is also high-level, in that it describes an abstract approach, not the details. -A campaign typically only has one goal, there can be more than one strategy that guides how to get to that goal (not too many though) EX) Miami University might have a strategy "Offering more online graduate degrees" or "Open branch campuses in key geographies." *High Level (Abstract) *How are we doing to do it?

T: Tactics

-A tactic is a specific activity that you undertake in order to deliver the strategy and meet the objective. -A tactic is detailed, actionable, and is often associated with a timetable and clear responsibilities for executing those tactics. EX) a tactic might be "Deliver geo-targeted Spotify ads in business podcasts with URL of a campaign microsite for the next 3 months. The audio team will deliver the ad prototype in two weeks for review." *Detail Level (Specific) *How are we doing to do it?

Customer Journey Map

-A well-developed experience map can be the foundation for your entire marketing strategy. -allows you to identify when & where your digital strategy can impact a customer who is considering your product/service. -It is a map for a specific persona that outlines and details the customer's path through the Consumer Decision Journey. *Shows how a customer moves through each phase of interaction. *Shows how a customer experiences each phase.

Stage 3: Drafting up Personas

-About Them: info about them, including their role, industry, company size, etc. -All the relevant demographic info -Use Case: how they use our product, what they're trying to achieve with it, etc. -Previous Solution & Pain Points: how they were achieving things before your product, and what the pain points of that previous approach were. -Benefits: the main benefits they get from using your product. -Buying Trigger: what causes them to seek out a product like yours -Buying process: overview of the typical process people go through to buy your product -Choice factors: the kind of things they're looking for in a product like yours

9. Top of Mind: Data Privacy

-California Consumer Privacy Act will cause additional considerations for brands, agencies, and influencers. -Brands/agencies are responsible for conducting their own due diligence to understand how they are exposed to PII and develop the infrastructure to stay compliant among new and existing regulations that are set to go in effect. -The increase in time needed to ensure Influencers are educated and bound to their duties in their role in data privacy compliance is an added cost to consider before carrying out campaigns.

Branded Content

-Central feature of their digital strategy -Social media allowed for companies to go beyond traditional media and create relationships directly with consumers

5. Positive content gets shared more often:

-Evoking certain emotions can help increase the chance of a message being shared -Don't be afraid to use emojis

8. People don't want to miss out:

-FOMO (fear of missing out) is the new phenomenon directly related to the rise of social media -Use this principle transparently and sparingly → "this offer expires at midnight, act now!!!"

10. Marketing for Gen Z: Community & Conversation Come Together

-Gen Z will represent 40% of all U.S. consumers by 2020 and the need to effectively reach them will become a priority for many marketers. -To reach Gen Z, marketers should consider leveraging emerging platforms, like TikTok. -Focusing on video - live, stories, Q&A, etc. - will be a critical part of influencer marketing. -While watchers may not watch video with the intent of buying, it has the potential to spark action and further discovery.

6. Influencer Authentication: Demanding Transparency

-Influencer fraud has become a structural problem industry-wide and is expected to cost businesses $1.3 billion in 2019. -Influencer authentication allows marketers access to influencer metrics and demographic information. -Brands may begin to steer clear of influencers who decline to authenticate their profiles.

4. Almost Famous: The Power of Micro & Nano Influencers

-Micro and nano influencer rates are less expensive, so it is possible to generate many pieces of content through a program with an expansive pool of influencers. -Micro and nano influencers are followed by family, friends and a tightknit community that are genuinely interested and often more likely to comment, engage and take action on their posts. -Leveraging nano and micro-Influencers to underscore an ongoing campaign allows conversation and constant buzz throughout the campaign duration.

3. In Authenticity We Trust: Get Real or Get Lost:

-Millennials and Gen Z are becoming more wary and distrustful of artificial or inauthentic influencer content, creating a new challenge for influencers and brands. -72% of consumers said they would unfollow an influencer over disingenuous endorsements. -A shift from a depiction of the idealized toward more relatable and real is underway and becoming the new cultural norm.

1. Listen Up: Rise of the Audio Influencer

-Podcasts offer a new medium for creativity and command attention for extended periods of time. -32% reported having listened to a podcast within the past month -podcast influencers command the attention of their listeners for an extended period of time. -able to integrate native ad formats, like brand interviews or round table discussions, into their content rather than traditional pre-roll, mid-roll and post-roll advertising formats.

2. Going Steady: From Influencer to Ambassador

-Relationships w influencer partners are moving from transactional to long-term. -Audiences are more likely to trust an influencer's recommendation and to act when key messages are reinforced over time. -Long-term collaborations enable the influencer to have a better understanding of the voice, tone, and style that the brand is looking for.

The Consumer Decision Journey

-The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and postpurchase, when consumers experience them. *Each point on the CDJ has a set of specific digital marketing opportunities.

O: Objectives

-The objective is a specific and measurable outcome for the goal. -Think of it as the finish line for the campaign or in terms of your vacation, how you would know if you got to the right location. EX) an objective for Miami University might be "To increase out-of-state/international enrollment by 20%." *Detail Level (Specific) *What are we trying to do?

7. If you scratch their back, your customer will scratch yours:

-This is about reciprocity → the idea that someone does something nice for you, your instinct is generally to do something nice for them. -When it comes to your brand, this could mean anything from a product giveaway, some type of free content (sending free things to consumers, in turn they would possibly give you exposure)

1. People share content to relate to other people:

-To improve the lives of others -To define themselves -To grow and nourish relationships -Self-fulfillment -To get the word out about causes they believe in

7. Pay to Play: Amplification is now a Must-Have

-Use paid amplification to maximize the investment on influencer content. -Paid amplification allows marketers to measure the performance of influencer content through more robust metrics. -Amplifying influencer content enables businesses to move audiences from awareness towards action.

The Trifecta

-We can characterize the brand-to-customer media landscape in three ways: --> Paid Media, Owned Media, and Earned Media.

3. Majority of people are visual learners:

-When it comes to the most effective way for your audience to engage with, remember, and learn about your content, a visual aid is key. -There's a scientific reasoning behind why employing strong visual elements to your social strategy will go a long way to successfully promoting your product.

Social Media & Psychology: 8 Lessons for Marketers

-Why people share the social media content that they do -How to build trust with your audience -How visuals boost engagement -Why color affects audience behavior -How to use emotion when creating a successful social strategy -How personal experience sells a product for you -Why reciprocity is great at developing brand trust -How to use the power of FOMO (responsibly)

2. People trust their peers:

-You wouldn't buy anything from someone you didn't trust and your audience is no different -UGC (user-generated content) and positive customer reviews are a great way to show your audience that others are already a happy customer of your brand

Digital Transformation

-begins with the identification and adoption of enabling technologies ( -Digital Transformation occurs when the brand recognizes that they now can do things that never could be done before. -Once identified, the next step is a shift in execution, which ranges from the internal organization (e.g., recognizing the marketing org needs to be talking to many more parts of the organization) to external customer-facing activities, and then building that into a new strategic effort.

Strategic Case Study: Old Spice

-campaign that saved an entire brand (viral Youtube video that started it all) -"The Man your Man Could Smell Like"

Step 1. Quantitative Analysis

-critical stage to understand what your key customer segments are 1. Collect a list of customers: -demographic info: company name, industry, company revenue, number of employees, country, city -revenue info: annual contract value, total lifetime value, average spend per transaction -engagement info: # of logins per month, # of users using the product, etc. 2. Analyze the list at a company level: -Once you've pulled together a list of customers with your chosen attributes, it's time to start analyzing that list/looking for trends -# of customers by industry, average revenue by industry, # of customers by employee size, # of customers by country, average revenue by employee size 3. Analyze the list at an individual level: -it's time to then find out who the ideal customer segment is at the individual level (i.e. who is it within these companies that you need to be targeting). -job title, department, gender, seniority (VIP, etc)

The Funnel Model

-describes consumer behavior that no longer exists. *Awareness --> consideration/preference --> purchase -role of marketer is to help the customer move from the top to the bottom of the funnel --> no longer desired model, it is not linear and assumes everyone begins at the awareness stage

GOST: Strategic Plan

-made up of 4 distinct elements that cascade from one another

Stage 4: Socializing the Personas

-make presentation that highlights the buyer personas, along with info on what buyer personas are, how they are to be used in your organization, your methodology for creating them, examples customers for each persona, etc. -create merchandise -invite real life customers to talk to your employers

10 Trends Influencing 2020 (Edelman Report)

-offers an in-depth look at ten important influencer developments we believe will impact business, government and society in the coming year.

Benefits of Marketing Attribution

-optimized marketing spending -increased ROI -improved personalization -improve product development -optimized creative

Which of the following is NOT digital marketing?

-search marketing -gamification -digital billboards -email marketing *ALL OF THE ABOVE*

Gray Hat SEO

-technically not against the rules but are definitely still trying to take advantage of the system's algorithm, as opposed to building solid content. -considers this type to be another way of saying Black Hat and recommends not to adopt any kind of these tactics

Top 10 Motivations for Using Social Media

1. 42% --> to stay in touch with what my friends are doing 2. 39% --> to stay up to date with news and current events 3. 39% --> to fill up spare time 4. 34% --> because a lot of my friends are on them 5. 34% --> general networking with other ppl 6. 34% --> to find funny or entertaining content 7. 33% --> to share photos/videos with others 8. 30% --> to share my opinion 9. 28% --> to meet new people 10. 27% --> to research/find products to buy

6 Stages to Digital Transformation

1) BUSINESS AS USUAL - Operate with a familiar legacy perspective of customers and employees supported by dated processes, policies, models and metrics. This foundation limits initial digital transformation efforts by framing it in yesterday's existing constructs. 2) PRESENT & ACTIVE - Pockets of experimentation drive digital literacy and creativity within respective groups. These pockets are strewn across the organization, operating in silos such as IT, marketing, customer service, etc. Each evolve at different paces in different ways. 3) FORMALIZED - Experimentation becomes intentional while executing at more capable levels. Change agents rise to help Initiatives become bolder and reach beyond disciplines. They strive to earn executive support for resources, technology and air cover. 4) STRATEGIC - Cross-functional collaboration becomes intentional to develop roadmaps that prioritize key initiatives beyond any one silo. A center of excellence forms to help guide groups and business units ready to invest in digital transformation while also earning executive buy-in. 5) CONVERGED - Official digital transformation management teams assemble where ownership, responsibility and accountability and assigned. Enterprise-wide initiatives are funded and staffed. EX: our 2017 digital transformation survey shows only 40% of responding companies operate with an executive-mandated steering committee responsible for organizational transformation. 6) INNOVATIVE & ADAPTIVE - Digital transformation is an ongoing effort affecting all aspects of the organization. It encourages new models and roles to scale digital transformation and also lead innovation efforts. Cultures become less rigid and risk-averse and more agile and progressive.

6 Reasons Why Traditional Marketing Funnels and Buyers' Journey Models Fail

1) The idea that customer journeys are linear: -Customers not only enter at all different stages but they often skip over stages entirely, move back & forth between stages, or will stay at one stage indefinitely. 2) Not acknowledging the fact that customers can enter the journey at any stage: -There is no designated "first" "top" or "early" stage which serves as the single gateway through which customers enter our universe. 3) Lacking focus beyond the point-of-purchase: -customers don't magically go from closed won deals to brand advocates. 4) Lacking granularity: -If you are not granular enough here, it gets harder to keep a clear view of the specific questions, needs, and barriers your customers encounter at each different stage of their journey, that you will need to understand and address in your marketing. 5) Lacking a complete view of the entire journey: -As far as the customer journey spans, so must our models, in order to truly have end-to-end clarity of the lifecycle of the relationship. 6) Not accounting for external influences: -Also absent from these models are often influential forces that can have an impact on the customer journey & purchasing decision, such as colleagues & peers, other advocates, and social media.

How to Create Authentic Branding

1. Be genuine: building a better bottom line might compel you to take a stand but don't do it just for the sake of a marketing message. 2. Include your employees: Ask them what value systems are important to them and what core values they think the company operates on. Build these values into your brand story. After you've set your values, hire employees who support them. 3. Get CEO involved: Edelman's Trust Barometer found 92% of people think their company's CEO must lead and speak out on issues. 4. Be prepared for controversy: Taking a stand can build brand love, but it can also create brand hate. 5. Feature UGC: A study of U.S., UK, and Australian consumers found they're "2.4x more likely to say UGC is most authentic, when compared to brand-created content." 6. Be consistent: If you take a stand, stick to it. Authentic brands are clear about what they stand for and uncompromising in their convictions.

How to Build Customer Journey Map

1. Define the Behavioral Stages: -personas should give good idea of the process that customers go through from their first landing to an eventual purchase and subsequent interactions. 2. Align customer goals with each stage: -What do customers want to achieve as they move through each behavioral stage? -survey answers, user testing, interview transcripts, customer service emails/support transcripts 3. Plot the Touchpoints: -touchpoints = places where customers engage with your site and where you support the completion of their goals. *Behavior Flow report = shows how users move from one page or event to the next. It can help show you where users struggle to get where they want to go on your site. *Goal Flow report = helps you see whether users are completing a goal of your choosing through a funnel. 4. Determine if customers achieve their goals: -Where are there roadblocks?Do ppl abandon their carts on the checkout page? 5. Recommend Changes: -Start by prioritizing which pages/touchpoints to address first, can rank pages by ease and cost-effectiveness to implement changes.

5 Ways to Use the Social Trifecta to Amplify your Marketing

1. Find new channels and insights: -assess owned and earned across all networks to reveal favorite audience sites 2. Create marketing campaigns with user-generated content -turning earned into owned 3. Increase paid ROI through "owned content auditions" -turning owned into paid 4. Track brand reputation versus competitors to gauge performance -conduct competitive analysis using owned and earned algorithm 5. Create better products with an eye for social sharing -using your product to create more earned

Single-Touch Attribution Model

1. First-Touch Attribution: = assumes that the consumer chose to convert after the first advertisement they encountered -gives full attribution to this first touchpoint, regardless of additional messaging seen subsequently. 2. Last-Touch Attribution: = gives full attribution credit to the last touchpoint the consumer interacted with before making the purchase, without accounting for prior engagements.

Shift from Old World to New World (dead advertising)

1. From Integrated to Connected: -With more devices, products, and services becoming perpetually connected, brands can connect the dots in an intelligent way in order to serve the needs of the user. 2. From Brand Story to People Story -If you choose to tell stories as a brand, don't make it about you. Make it about the real people. Use the power of your brand and reach to reflect the truth. 3. From 360 to 365: -This shockingly simple idea is what I call a 365 idea-one that can create 365 days of connection between a brand and people-even through a single device in people's pockets. 4. From Media Disruption to Business Invention: -The business of advertising has for many years relied on media disruption as its business model. -Brands should aim to solve real problems by providing connected services over 365 days and by inventing new businesses that benefit people, not just the brand.

How to use the CDJ

1. Get to know your consumers 2. Create brand awareness 3. Tailor messaging 4. Offer discounts 5. Keep your messages current 6. Invest in the right channels

Most Common SERP Elements

1. Knowledge Graph: -displays images, factual information and more -great ways to make information easily available to search engines and searchers. 2. Related Questions: -questions related to the initial search query -adding semantic search terms/related keywords to your content provides more depth and context to your web pages 3. Verticals: 4. Ads/Paid 5. Local 6. Local Packs 7. AdWords (top) 8. Images 9. Knowledge Panels 10. Reviews (Stars) --> Rich Snippet

Stage 2: Qualitative Analysis

1. Outreach: -first step is setting up interviews (phone or in-person if you can do it) with your existing customers. 2. Conduct the Interview: -Can you briefly describe your business? Interested in understanding size, primary expertise, location, etc. -What do you use our product to achieve? -What triggered you to seek out a solution like ours? -What does your buying cycle look like for a product like ours? And who's involved? 3. Write up the responses: -write up a summary of each interview in a spreadsheet

8 Risky Black Hat SEO Techniques

1. Paid Links 2. Spam Comments 3. Duplicate Content 4. Article Spinning 5. Cloaking 6. Doorway Pages 7. Keyword Stuffing 8. Invisible Text

SUCCESs Model Principles

1. Simple: -simplicity does not mean dumbing down, but prioritizing -What's the core of your message? Can you communicate it with an analogy or high-concept pitch? 2. Unexpected: -to hold attention, use curiosity gaps -before your message can stick, your audience has to want it 3. Concrete: -to be concrete, use sensory language (paint a mental picture) 4. Credible: -ideas can get credibility from outside or from within, using human-scale statistics or vivid details -let people "try before they buy" 5. Emotional: -people care about people, not numbers 6. Stories: -stories drive action through simulation (what to do) and inspiration (the motivation to do it)

In the Digital 2021 Report, it shows that internet users spend an average (worldwide) of about ____ hours on using social media each day, with the USA coming in a bit ____ than the average.

2.5 less

White Hat SEO

= the practice of optimizing website results in search through the ethical and strict application of search engine best practices and guidelines

Moments of Truth Framework

= It is chronological in nature and focuses on the moments we "cross paths" with a brand & the relationship between expectation & experience. 1. The ZERO Moment of Truth: = describes the moments of brand interaction before a consumer is physically facing a product or service. 2. The FIRST Moment of Truth: = this is the "wow" moment when a consumer is first facing the physical product or service. EX: in P&G's world, this would be when you first see the product on a shelf. 3. The ACTUAL Moment of Truth: = More accurately, I would call it the 1½ moment of truth: This is the gap between when you order a product & when you receive it. It is the way you do (or don't) cross paths with the brand in that period of time. 4. The SECOND Moment of Truth: = this is the first and subsequent moments you use a product or service. 5. The THIRD (Ultimate) Moment of Truth: = that powerful inflection point where the product experience catalyzes an emotion, curiosity, passion, or even anger to talk about the brand (to others) --> key thing to take away here is that each of these moments of truth provides an opportunity for a digital marketer to solve the customer's problem.

Intrinsic Motivation

= defined as performing an action or behavior because you enjoy the activity itself. -Whereas acting on extrinsic motivation is done for the sake of some external outcome, the inspiration for acting on intrinsic motivation can be found in the action itself.

Earned Media

= describes the attention you receive from sources that you do not control. This includes websites, review sites, media outlets, and blogs mentioning your brand. -Earned media happens when a third-party endorses your brand → should come naturally if your owned and paid media channels are performing. -Organic influencer reviews, testimonials, etc.

The Hype Cycle

= helps us understand if technologies are very early, overhyped, not meeting expectations, or ready for mass adoption. 1) TECHNOLOGY TRIGGER = potential tech breakthrough kicks things off. Early proof-of-concept stories & media interest trigger significant publicity. Often no usable products exist & commercial viability is unproven. 2) PEAK OF INFLATED EXPECTATIONS = Early publicity produces a number of success stories—often accompanied by scores of failures. Some companies take action; most don't. 3) TROUGH OF DISILLUSIONMENT = Interest wanes as experiments/implementations fail to deliver. Producers of the tech shake out or fail. Investment continues only if the surviving providers improve their products to the satisfaction of early adopters. 4) SLOPE OF ENLIGHTENMENT = More instances of how the tech can benefit the enterprise start to crystallize & become more widely understood. 2nd & 3rd generation products appear from tech providers. More enterprises fund pilots; conservative companies remain cautious. 5) PLATEAU OF PRODUCTIVITY = Mainstream adoption starts to take off. Criteria for assessing provider viability are more clearly defined. The tech's broad market applicability & relevance are clearly paying off. If the technology has more than a niche market then it will continue to grow.

Marketing Personas

= it is a composite sketch that should be reflective of majority of people it is supposed to represent. -meant to represent a segment of your target market, not the whole thing

Multi-Touch Attribution Model

= looks at all of the touchpoints engaged with by the consumer leading up to a purchase (considered more accurate models) 1. Linear = records each touchpoint engaged with by the consumer leading to purchase -weighs each of these interactions equally, giving each message the same amount of credit toward driving the conversion. 2. U-Shaped = scores engagements separately, noting that some are more impactful than others on the path to purchase. 3. Time Decay = weighs each touchpoint differently on the path to purchase -gives the touchpoints engaged with closer to the conversion more weight than those engaged with early on, assuming those had a greater impact on the sale. 4. W-Shaped = uses the same idea as the U-Shaped model but includes one more core touchpoint - the opportunity stage. -model the touchpoints credited with first touch, lead conversion, and opportunity creation each receive 30 percent of the credit.

Extrinsic Motivation

= refers to behavior that is driven by external rewards such as money, fame, grades, and praise. -This type of motivation arises from outside the individual, as opposed to intrinsic motivation, which originates inside of the individual.

Paid Media

= refers to the media exposure you pay for on a platform or space owned by another business or brand. -effective means of paid media include native advertising, social media campaigns, search engine ads (SEA), and retargeting. *Native Advertising = refers to ads designed to look like regular content -Paid social media campaigns are one of the best ways to increase your reach, generate new business opportunities, boost engagement with your brand, and drive more traffic to your website. *Search Engine Advertising (SEA) = Paid search can help businesses to generate traffic based on what their target audience is looking for on search engines.

Owned Media

= refers to what is yours → encompasses your website, your content resources, your newsletters, and social media accounts. *The content you host: website/content resources: -Website: your most valuable owned media asset. Not only is it a long-term platform on which you have total control over, but it is also where you can directly convert visitors into clients. -Your content: A thorough content marketing strategy is one of the best ways to establish a long-term relationship with your audience and demonstrate your thought-leadership on a given topic

Marketing Attribution

= the analytical science of determining which marketing tactics are contributing to sales or conversions. EX) if a consumer is exposed to a display ad & an email campaign, but only converts after seeing a special promotion in the email, marketers can note that this piece of collateral played a bigger role in driving the sale than the display ad.

Search Engine Results Page (SERP)

= the set of results sent by a search engine based on a user's search query. -usually include: organic results, google ads, featured snippets, knowledge graphs, and videos. -purpose behind SERP features is to provide users with as much relevant information as possible while offering a smooth user experience. -

Black Hat SEO

= using search engine optimization techniques that take advantage of Google's search algorithms but violate Google's guidelines EX) paid links: this is a classic black hat technique; this is when you pay for links that increase your ranks and linking to a bunch of random other sites

Which of the following motivators is NOT part of the combined frameworks of Pin and Ryan & Deci?

Authenticity

Customer Growth Indicator (CGI)

CGI = likelihood of including brand initial consideration set (observed) / brand market share x 100 ex: if a brand has 30% of the market (i.e., Market Share) but is only in the initial consideration set of 20% of customers (i.e., Likelihood of Including...), then the fraction is less than one. --> the larger the fraction, the more the loyalty. -CGI can explain 60-80% of growth in brand sales from one cycle to the next, suggesting its power as a predictor of the sales trajectory of a brand (highlights importance of getting brand in the initial consideration stage)

If a brand's CGI is 120, it implies that they are going to have trouble maintaining loyalty, relatively speaking.

FALSE

Moving a print newsletter to an email newsletter is a good example of digital transformation.

FALSE

When someone sees the video on Kitchen Aid's YouTube channel when searching YouTube for "best blenders", they are experiencing _______________ media.

Owned

4 Steps to Creating Buyer Personas

Quantitative Analysis Qualitative Analysis Drafting the Persona Socializing the Persona

Which letter (and associated principle) is most obviously in play if a video shows the story of how the founder of Levi's Jeans started the company?

S

The "era of constant consideration" refers to the fact that it is entirely likely there are far more than one product in mind for a customer all the way until they actually purchase it.

TRUE

The portion of the Hype Cycle that is where people are the most disappointed is called the

Trough of Disillusionment

Secret Psychology of Facebook (Why we like, share, comment, and keep coming back)

WHY WE LOVE IT: It taps the brain's pleasure center: -strong connection between Facebook & the brain's reward center, called the nucleus accumbent (processes rewarding feelings) -get positive feedback --> lights up this part of our brain, the greater the intensity of our Facebook use, the greater the reward. WHY WE "LIKE": --> identity, empathy, and practicality -it is a quick, easy nod, to affirm something about ourselves, to express virtual empathy, and bc it is practical/we get something in return WHY WE COMMENT: -has found that personal messages are more satisfying to receivers than the one-click communication of likes. -> composed communication = ppl who received it felt less lonely vs. ppl who did not had no change WHAT STOPS US FROM POSTING? -theorize that ppl are more likely to self-censor when they feel their audience is hard to define

If you need a new blender, so you look up reviews on Amazon, and then you see a Kitchen Aid blender, that moment you see it is called a _____________ moment of truth.

Zero

Made to Stick SUCCESs Model

evaluates what makes business messages memorable, or in social media terms, what makes things go viral. --> identified 6 principles useful in crafting social media content and strategy and will be used to help us hone our skills