MGT 6311 Final Exam

More than X people have mobile devices

1.2 billion

beacon technology will be used to deliver X digital coupons in store in 2020

1.6 billion

56% of videos made in the last year are less than X minutes long

2 minutes; this also comes from platforms like Twitter and Instagram having limits

X % of internet pages are loaded on a mobile device

38.6%

X% of users abandon a page if it loads in longer than X seconds

40% of users abandon a page if it loads in longer than 3 seconds

mobile and digital coupons will grow by X% in 2019

50%

X% of consumers use a mobile device to find a coupon while shopping in store

55%

X% of internet usage is now mobile

71%

Americans check their phones X times a day or every Y minutes

80x/day or every 12 minutes

what % of consumers use their phone for mobile shopping?

86%

% time in apps vs. time in browser

89% in app vs. 11% in browser

X% of consumers use their mobiles for price comparison

96%

what are Avinash's three blocks of web analytics?

Behaviour Experience Outcomes

prof's thought on what email marketers often miss

But most consumers have specific preferences that guide their product interest. As in aside to this point, let me say, I think this is one of the most overlooked opportunities for marketers. Meaning, the opportunity to ask consumers for a little information that will help them better segment, position, align, etc., their future marketing promotions. Also, I don't think companies ask customers often enough about the right frequency/type of email for them. This should be done proactively more often.

content best practices for online video

Capture attention early -if informative, reinforce the topic at the beginning Shorter is typically better than longer unless educational Keep it casual -not always necessary to have a highly produced product Maintain relevance -content should be on topic and relevant to user interests

goals for online videos in marketing

Communication -powerful, effective medium for messaging, building trust, establishing credibility Sales -lower barriers to purchasing online Lead Generation -promote offline sales transactions Customer Service -customer education and self-service Promotion -create interest/engagement for brand offerings

best practices on other social platforms for video

Consider platform capabilities/constraints: Length Sound § Aspect ratio Optimize (keywords & hashtags) CTAs Contemplate user behaviors on the platform e.g. LinkedIn better for B2B than other platforms

what are some questions to answer to keep customers at the center of application design?

Create Personas Learn from Social Listening Consider the Buyer Journey Consider User Stories Consider User Feedback

X% consumers prefer videos for problem solving X% consumers say videos help comparison shopping X% say video increases their chance of buying on a mobile device

In a recent study, more than two thirds of consumers indicated they preferred watching explainer videos as the method for solving their problems. Nearly three quarters of millennials indicate video helps them in comparison shopping. And 40% of consumers stated video increases the chance they will purchase a product through their mobile device.

Twitter user % engagement w/ video? X videos watched/day on Snapchat X people watch videos daily on Facebook X% of Facebook videos are w/o sound

More than four out of five Twitter users watch video content on Twitter, and an amazing 10 billion videos a day are watched on Snapchat. Also, 500 million people each day watch videos on Facebook. One statistic of note regarding Facebook videos is that 85% of them are watched without sound.

common metrics for digital video

Most important - figure out your goals and what metrics are KPIs for those goals. Ø Watch time Ø Views Ø Average view duration Ø Likes and dislikes Ø Comments Ø Shares Measurement & Reporting Ø Videos in playlists Ø Subscribers Ø Audience Retention Ø Demographics (Age, gender, and geography) Ø Traffic sources Ø Playback locations

onsite video best practices

Providing Control -Stop, pause, rewind, volume control, size Context -Consider using text, music and images to support video Highlights -Display video topic summary, duration, thumbnail preview Ease of Dissemination -Make it easy to share the video with other users (e.g. links and social bookmarks)

how do users impact VSEO?

Ratings Comments (use to engage audience -also useful as a market research tool) Views Shares Playlist additions Subscribes Flags (like, report)

what are examples of mobile advertising?

SMS browser display ads app display ads search ads push notifications

Best practice for Facebook videos

Set expectations (content) e.g. in comments, title Keep it short (<60 seconds) Hyper optimize the first 4-5 seconds Select your thumbnail wisely Include CTAs

When was YouTube's first video aired? How many hours of video are watched on the platform monthly? What % of views come from mobile devices? What % of internet traffic come from it?

Since the first video was aired on April 23rd of 2005, YouTube has grown to attract over one billion unique visitors each month. Six billion hours of video are watched on the platform each month, and 25% of views come from mobile devices. It accounts for 17% of all internet traffic.

learning from Taco Bell

Their lens cost $750k, but they reached so many people that each view was only 0.3 cents each

What is VSEO and what are best practices for VSEO?

VSEO is video search engine optimization - recall that YouTube is the world's largest search engine behind Google Search Keyword relevance Title Description Meta tags Get a brand account and keep channel content fresh (new videos & comments) Encourage likes and sharing Videos in HD

checklist for digital video implementation to try to entice earned media

Video Filename Title Tags Playlist Description Promotion on your site, social media Keywords

Is Facebook's default for audio to be turned on? Why does this matter?

Yes, the default is sound on. So, since 85% of videos are watched w/o sound, many users have turned sound off. So, marketers have to make videos that don't rely on sound or entice users to turn on sound in the beginning of the video.

What's the second largest search engine besides Google?

YouTube

What did dollar shave club do well w/ its ad?

appealing to certain emotional hot buttons with comedy very short authentic

best practices in mobile marketing

avoid spam - get permission relevance - target the buyer in their journey Easy Interaction -limit user tasks Addressability -personalization w/o feeling like violating data privacy preferences Geo-Targeting -location specific marketing; make it more relevant Integration -complement other marketing activities

what I keep missing about what in customer strategy informs design:

buyer journey

including video in a site

can increase conversion rate up to 1x

What did TNT do well w/ its ad?

content aligned with TNT brand grabs attention

examples of digital interface

controlling your vacuum cleaner or thermostat w/ your phone

considerations about advertising on YouTube

desktop vs. mobile options what can be skipped and what can't

The four most common video types are

explainers how to videos product demos testimonials

AR/VR

for example, launch an app in store to see how a product would look on you, in your home

what did Dove do well w/ its video?

has emotional pulls that makes the video likely to be shared

including video in body of email

increases click through rate 2-3X

Including video in email subject positively impacts:

increases open rate, increases click through rate, decreases unsubscribe rate

push notifications

like proximity/beacon marketing, it's permission based.

other mobile marketing methods

offers exclusive to mobile devices, or text to win competitions rewards programs e-tickets/e-gift cards

Differentiate between paid, earned, and owned media.

paid - you have to pay for it e.g. paid search owned - your site, your social page earned - super fans, critic acclaim, awards, news

why should you put calls to action in your emails?

people don't like to say no - ask them to share an offer, make a referral, etc.

what did DHL do well w/ its ad?

probably hoping for a lot of earned media since very few people in its target audience would actually see those boxes

examples of native content creation functionality

snap photos, record audio/video, draw

What's the SMS/MMS mobile marketing channel?

text messages - great for reminders

mobile sites

there's owned and paid sites. You wanna make sure your content is optimized for mobile and desktop devices

learning from Oreo's Super Bowl Tweet

they thought a lot beforehand about how to capitalize on the Super Bowl There were probably a lot of people who went into that one Tweet - a copywrighter, legal, creative.

clever aspects of PaperMate's campaign

they tied social into a broader omni channel approach e.g. TV ads

WWF campaign was clever in what way

took advantage of SnapChat functionality (content disappearing after a fixed time) to communicate a message (animals possibly disappearing)

what is onsite video, and why use it?

videos on your site, instead of social page, YouTube, etc. Ø Make website stickier Ø Capture customer/prospect attention Ø Create buzz -viral distribution Ø Disseminate information more clearly Ø Build product/service interest with a human connection Ø Entice conversion/purchase

QR codes

way bigger in East Asia than in the USA - enables transactions in the trillions. Also, helpful in economies less developed than the USA in lowering transaction costs.

what's the hub for online presence?

website

what are the most popular video distribution channels?

websites and social

what's a particularly effective type of email?

welcome emails - 320% higher revenue than other types of email

what are some questions to answer in technical application design?

which OS(s)? to what data does the app need to link? how long will it take to build the apps? UX - is the app intuitive?

learning from KLM

while the hash tag they created trended, they also earned a ton of earned media. They might have been relying more on earned media than paid/owned media.

what's proximity/beacon marketing?

you have to have permission from your consumers e.g. send a push notification if the app can tell via BlueTooth or GPS that you're in/close to the store.

key mobile characteristics

Ø Personalization -1-to-1 usage Ø Proximity -almost always carried Ø Always on Ø Payment transaction capabilities Ø Native content creation functionality Ø Measurement Ø Social connectivity Ø Augmented reality Ø Digital interface

what are goals to consider in mobile application design?

• What problems will it solve for the customer? What are the benefits of using it? • Do our customers currently use apps? If not, how will we entice behavior change? • How is it different from existing options? • What are we trying to accomplish with the app in terms of sales, advocacy, frequency of engagement, branding, etc.?