MKT 355 Marketing in a Digital Age UW- Madison

Paid SEO

(sponsored links at top and on the side) they are shown when you bid on keywords

The consumer is in charge

-Build something people want -ALWAYS involve the consumer when you can -Start with early adopters for growth -Optimize with customer feedback

Native ads

Advertisements that are made to look like legitmate content, but are actually an advertisement. Buzzfeed is notorious for doing this, they sponsor a story from starbucks, that has nothing to do with starbucks but allows the starbucks ad to be in the beginning and end of the content.

Inbound marketing

a strategy that focuses on the businesses getting found by the consumers -communication is interactive and two way -consumers come to you via search engines, referrals, social media -marketers provide value -marketer seeks to entertain or educate

cost per time cpt

an ad is shown an unlimited amount of times in a given period and the charge is based on the length of time that the ad is shown for (ex, 2 days, 1 week...etc)

touch points

any way a consumer can learn more about the product or company. initial consideration- COMPANY DRIVEN active evaluation- CONSUMER DRIVEN

how can companies influence consumer driven touchpoints (which typically happen during initial consideration stage)

by being represented on independent internet sites by developing ways for consumers to talk about your product (to facilitate word of mouth)

cost per impression cpi

charged based on how many times the ad is shown

cost per mile cpm

charged based on how many times the ad is shown, but bundled in thousands

cost per click cpc

charged for how many times people click on the ad

cost per action cpa

charged for how many times someone does something from the ad (like filling out a form...etc) usually used for affiliate marketing

user experience

customer centric Understand biz requirements, (what problem are you trying to solve?) User research (know your users/ customers) Create personas to understand audiences (define your customer, this is a valueable tool in thinking about how these people would use your website) Readability (average user reads at 7th grade level) Prototyping and testing (try it. Test it. Tweak it.) (just do three tests)

cost per view

used for pop-ups, charged for how many times it was shown

consumer decision journey

*trigger* leads to initial consideration, leads to active evaluation (info gathering, shopping around), leads to moment of purchase, leads to post purchase experience (ongoing exposure), leads to either a loyalty loop where you go back to the moment of purchase, OR leads to another trigger moment.

evolution of googles priorities over time

-Used to be page focused and now is domain focused -move from keyword matching to topic association -Shift to synonym matching

abandoned cart best practices

-pop up after leaving the site -email reminder within 24 hours

4 ways to get more out of digital marketing

1. Inspire customers to share your content 2. create an integrated experience 3. adopt a publisher's ethos 4. use insight to drive action

Growth Hacker Mindset

1. Product market fit (make something people want, start with a minimal viable product, get feedback) 2. Growth and Attention: kick off growth with early adopters 3. Virality: what makes people want to share? 4. Optimization and retention: measure what works and repeat it.

Marketing is dead... what can you do? (4 things)

1. restore community marketing. (replicate word of mouth on social media as much as possible) 2. find customer influencers 3. help customer influencers build social capital 4. get your customer advocates involved with the solution you provide

consumer decision journey advice

1. set priorities by stages 2. target the message 3. invest in consumer driven vehicles 4. win in the store 5. seamless brand exposure

Zero Moment of Truth ZMOT

1. stimulus 2. ZMOT (grabbing a laptop, cell phone, friend and searching for reviews on product) 3. first moment of truth: standing at the shelf, deciding the product to buy 4. second moment of truth: (the experience with the product)

Growth Hacker Marketing

BUILD great MARKETING tactics INTO the PRODUCT during the development process. The end goal is a SELF PERPETUATING MARKETING MACHINE, that reaches millions by itself. Uses customer acquisition techniques that are TESTABLE, TRACKABLE, and SCALABLE.

user testing best practices

Get someone on the site and see how they interact with the content and pages See how they do a task and any problems the user may face in your page In 3 tests you have pretty good insights, by 5 you basically have all the insights and data you need to see how users use your site

How to win at ZMOT

Put someone in charge Find your zero moments Answer the questions that people are asking Optimize for ZMOT Be fast Don't forget video Jump in!

Organic SEO

Search Engine Optimization (no bidding on ads) ways to help SEO includes having accessible, quality content. Good keyword research and targeting. Link building. And Social (on site user engagement features). Additionally improving link architecture, avoiding duplicate content, creating search friendly urls, synonym matching, image alt attributes (have text that can be read to explain the image), being linked to other pages.

responsive design

Websites/webpages that change size and shape based on which platform (mobile, desktop, tablet) the website is being accessed. Also changes based on the size of the window. All content is shifted and changed to fit in the window and still look somewhat the same on all devices.

Narrowing and targeting audience

geographic and language demographic, placement, ad scheduling, frequency (capping number of times a viewer sees your ad, exclusions (not showing it on competitor's websites or next to certain types of content)

content marketing

marketing that is wanted by customers rather than marketing that is needed by businesses. This is massively useful information that is provided for free, creates long term trust and kinship between your company and your customers. useful builds community helpful entertaining inspiring

context

narrowing your audience based on what content is available on the webpage

behavioral

narrowing your audience based on what the user has been doing online

retargeting

narrowing your audience by using cookies to get advertisements to follow them around and come back and complete the purchase they were just looking at