MKTG 438 Final Exam
unpaid referral traffic
- email is generally most cost-effective online marketing channel (highest ROI) - social media activity targets established customers/fans - backlinks --- SEO efforts --- interesting content required
value of influencer marketing
- traditional advertising has become less effective - quality of traffic from influencers is better than other sources - 49% of consumers depend on influencer recommendations - audience relationship is valuable - strategies focused on branding or engagements generate 8x ROI
what is influencer marketing:
- type of social media marketing - uses endorsements and product mentions from individuals who have created a dedicated social following - works because the influencer has built trust with their following - serves as a "social proof" to your brand's potential customers
search traffic
- unpaid search traffic comes by being well-ranked on commonly searched terms - also comes from good rankings on a lot of less popular search terms - paid search allows a company to target driven customers - expense of paid search varies by keyword
keyword usage: category page
- url - title tag - header tags - main content - alt text - anchor text
email content best practices
- write fast to let your personality come through and keep it short - ask questions and make it personal - write as if you're talking to a friend - don't follow a strict formula or automate your greetings - develop a natural voice and use the word "you" if selling: - become a trusted source to reader - sell the benefits not the product - have a clear call to action (CTA) and deadline
email subject line best practices
- write multiple subject lines for every email - keep it under 50 characters - CAPS will not help - know your audience - have a call to action (CTA) - keep a consistent tone - speak directly to consumer using "you/your" - preview before sending - A/B test subject lines - keep the "from" section professional
pros and cons of blogging community platforms
pros: - allow sharing of posts, photos, and videos - enable you to start a conversation about a specific topic - allow linking to outside websites cons: - longer posts might take time to craft - getting downvoted on reddit or no reaction from tumblr users means your posts may go unseen - audience may be too unique or limited
pros and cons of photo sharing platforms
pros: - help with brand awareness - can show off visual content or product shots - allows a business to experiment with visual or short video content cons: - upkeep may require a photo budget or dedicated production time - some platforms require posting from a mobile app
pros and cons of social networking platforms
pros: - most prominently used forms of social media - integrate well with scheduling like HubSpot, Hootsuite, and TweetDeck - capabilities for photo and video sharing cons: - links do not elicit as much engagement as photos and videos - some platforms feature individual posts more than business posts in newsfeeds
pros and cons of interactive media platforms
pros: - very creative and experimental - helps brands target Gen-Z - allow a behind the scenes look at your brand cons: - producing content could be expensive and time consuming - snapchat does not promote business accounts upfront --- user will need to search for business - limited to mobile and aren't easy to use
pros and cons of video sharing platforms
pros: - videos can be longer than other social platforms - website-linking capabilities - often offer analytics and search optimization features cons: - may take more time and money to create - require more backend tasks like SEO
campaign settings
campaign type - search network only - display network only - search network with display select - shopping device - desktop - tablet - mobile location language big strategy - manual - automatic - CPA - flexible daily budget ad extensions - location - affiliate location - callout - call - message - sitelink - structured snippet - price - review - app
how does it work?
company identifies an influencer who represents its brand -> company pays for a post/campaign/contest -> influencer posts endorsing product/service
main content
content on the page (the content - include your keyword 3-5%) - virtually no written content - keywords in <h3> tags
mobile content pieces
- top navigation bar - main navigation - main promotion - tagline - promotional links - promoted buys - deal of the day - weekly ad - featured product - ad space - footer navigation
l'oreal - results
- Preference brand sales rose by 18% - majority of Ombre purchasers were under 35 - brought first time users to dyeing (44% in UK) - western europe launch was successful - loreal entered eastern europe, north america in early 2013 - launched in south america in late 2013
SEO keyword usage/keyword usage in website
- URL - title tag - header tags - main content - alt text - anchor text
reward influencers
- agree on before campaign - money, swag, free products, discounts, and/or promotion on your platforms
paid referral traffic
- banner ads - text ads - video ads - affiliates - link purchases (not recommended)
key elements of SEO
- click-through rate (CTR) - bounce rate - load time - spelling and grammar - fresh/original content - quantity of content - ad space - organizational structure
determine campaign goals
- create objective in terms of SMART goals --- specific, measurable, attainable, realistic, and timely - focus on reach, relevance, and resonance
finalize campaign expectations
- determine communication guidelines --- directly vs. agent - sign influencer contract
develop message for influnecer
- determine what they should and should not publish - share your brand guidelines - identify target metrics
traffic
- direct - unpaid referral - paid referral - unpaid search traffic - paid search traffic
high performing landing pages
- does the landing page encourage a purchase? - how targeted to that specific keyword phrase is the landing page? - do the price, promo, and keywords align with the ad copy? - within seconds of landing, is it obvious what the user is expected to do next?
primary website objectives
- earn money through online sales - earn money through advertising - earn money through commissions - earn money through subscriptions - provide information to generate/support offline sales
- founded in 2003 - total users: 675 million - monthly active users: 310 million - 2 new users per second - 24% of users between 18 and 24 - 92% of B2B marketers use LinkedIn in the digital marketing mix - in 2019, it grossed $6.8 billion in revenue ---------- main industry impact: B2B social media site focus: sharing of company and industry news/discussions company brand presence: - company pages - products and recommendations - industry or networking groups viral brand exposure opportunities: "likes" or comments on news group discussions company follows impact on website traffic: direct links from content posted advertising opportunities: linkedin ads
- founded in 2004 - monthly active user: 2.5 billion - 88% of users are between 18 and 29 - facebook has over 7 million advertisers - 93% of marketers use facebook advertising - in 2019, it generated $70mil in revenue ---------- main industry impact: B2C social media site focus: sharing of news, content, stories company brand presence: facebook business pages viral brand exposure opportunities: "likes" or comments on content impact on website traffic: direct links from content posted, ecommerce store apps advertising opportunities: - facebook ads - premium ads - sponsored stories
youtube
- founded in 2005 - monthly active users: 2 billion - 5+ billion videos shared to date - 5 billion videos watched per day - average viewing session: 40 mins - 500 hours of videos uploaded per minute - 81% of users are between 15 and 25 - in 2019, it generated $15.1 billion in revenue ---------- main industry impact: B2C social media site focus: sharing of informative and entertaining videos company brand presence: brand channel and custom brand channel viral brand exposure opportunities: subscribe and share activity impact on website traffic: direct links from content posted advertising opportunities: video ads, reach ads, display ads
- founded in 2006 - monthly active users: 330 million - 500 million tweets sent per day - 38% of users are between 18 and 29 - 85% of small and medium sized businesses use platform for customer service - twitter is the preferred social network for news consumption - advertising revenue totaled $885 million ---------- main industry impact: B2B, B2C social media site focus: sharing of news, content, stories company brand presence: profile page/enhanced profile page viral brand exposure opportunities: retweets or follows impact on website traffic: direct links from content posted advertising opportunities: promoted tweets, promoted accounts, enhanced profile
- founded in 2010 - monthly active users: 1 billion - 50 billion photos shared to date - likes per day: 4.2 billion - 100 million photos and videos uploaded per day - user spends an average of 28 minutes on the app per day - 30% of users are between 18 and 24 - in 2019, it generated $20bil in ad revenue
pinterst
- founded in 2010 - monthly active users: 335 million - total pins: 200 billion - total boards: 4 billion - two-thirds of pins represent brands and products - 71% of users are female - 34% of users are between 18 and 29 - in 2019, it generated $1.03bil in advertising ---------- main industry impact: B2C social media site focus: sharing of interesting products/websites company brand presence: boards viral brand exposure opportunities: likes, comments, repins impact on website traffic: direct links from content posted advertising opportunities: N/A
snapchat
- founded in 2011 - monthly active users: 360 million - snapchats created everyday: 3 billion - video views per day: 14 billion - active users open app 30 times per day - 53% of users are between 18 and 24 - in 2019, it grossed $1.72bil in revenue
tiktok
- founded in 2016 - monthly active users: 800 million - tiktok downloads: 1.65 billion - video views per day: 1 billion - 41% of users are between 16 and 24 - users spend an average of 52 minutes per day on the app - in 2019, it grossed $176.9 million in revenue
phases of email marketing
- getting permission - playing the numbers game - segmentation and analytics
choose influencers
- identify someone who represents your brand image - confirm they have your target audience, and they follow their platform
ppc math
- impressions/views - clicks - click-through rate (CTR) = clicks or click-throughs/impressions - cost per click (CPC) = search ad spending/clicks - budget: maximum allowable search ad spending - conversions or purchases or acquisitions - conversion rate (CR) = conversions/clicks - cost per acquisitions (CPA) = search ad spending/acquisitions = CPC x CR
top goals of influencer marketing
- increase brand awareness - reach new audiences - generate sales and conversions
elements of a high performing text ad
- keyword relevance - enticing and unique value proposition (UVP) - obvious call to action (CTA) - ad extensions
define campaign audience
- learn about your buyer personas - identify target market
social media strategy framework (LEADS)
- listen - experiment - apply/adapt - develop - strengthen
l-oreal - what happened?
- loreal worked with google to monitor trends - while popular press favored tie-dye, social media trends favored ombre - developed a specially designed brush to hold and distribute over coloring area for easy home application - chose the brand name Wild Ombre in english; Les Ombres in french; Mechas Californianas in spanish and portugese; Lo Sfumato in italian - chose Preference as the mother brand - priced ombre in the mid-tier range ($13/kit) - rolled out a global campaign but local team controlled media decisions - held 15 PR events in 15 countries; live demonstrations
social network platforms
- major platforms --- facebook: 2.5bil active monthly users --- twitter: 126 million active daily users --- linkedin: over 675 million users - most traditional form of social media - considered "networking" platforms because they allow users to interact - include actions like tagging, hashtagging, commenting, private messaging, reacting to posts, and resharing content - newsfeeds designed to show of mix of text and visuals - easiest platforms to start a social strategy --- allows a business to test different content before branching out to content-specific platforms
alt text
- the 'alt' attribute for the IMG HTML tag - used in HTML to attribute a text field to an image on a web page, normally with a descriptive function, telling a search engine or user what an image is about and displaying the text in instances where the image is unable to load
photo sharing platforms
- major platforms --- instagram: over 500 million daily active users and 25 million business profiles --- pinterest: 250 million daily active users --- youtube: over 1.9 billion monthly active users --- vimeo: 240 mil monthly users - users can interact w/ tags, likes, comments, or direct messaging - helpful for businesses that want to spotlight photos of food, goods, or products in a crisp, clean way - instagram is home to influencer marketing --- only verified users or accounts with over 10k followers can share links in posts - pinterest is well-suited for ecommerce --- allows links directly to website or product
interactive media platforms
- major platforms --- snapchat: 190 mil ? daily active users --- tiktok: 800 mil monthly active users - allow photo and video sharing - includes a variety of unique ineractive and highly experimental features --- AR/VR filters, musical overlays, and interactive games - comapnies tend to produce high production-level content --- can include fan-curated content - large focus on the young age demographic
blogging community platforms
- major platforms --- tumblr --- reddit - allow posts about specific topics --- memes, events, politics, and pop-culture - good to see what others in your industry are blogging about - opportunity to see how users respond - encourage web chatter and post shares from similar users
video sharing platforms
- major platforms --- youtube: over 1.9 billion monthly active users --- vimeo: 240 million monthly viewers - 83% of marketers say video gives them a strong ROI - level of video competition has increased - can inclde vlogs with cooking tips or a video about product demos - youtube has better SEO capabilities - vimeo is community driven - other platforms like facebook and instagram are increasingly embracing video marketing
email service providers
- many free options - need to spend money for higher volume --- mail transfer agent (MTA) --- database --- send speed
what will change in 2020?
- micro-influencers will have a greater impact - influencer activity will extend beyond instagram - influencer regulations will become stricter - employees and customers will become influencers - businesses will invest in long-term relationships, not one-off campaigns
revenue - amazon
- millions of transactions enable amazon to make good product recommendations - add-on products are a huge source of profit - providing reviews can increase revenue from transactions
conversions
- most important product info on top (above the fold) - prominent "add to cart" button - easy to navigate checkout procedure - user profile enables store shipping and credit card info (and email messages) - conversion is higher with fewer steps in the transaction process
fresh content
- new products available - sales and promotions - articles - reviews - Q&A
product page main content
- no unnatural keyword insertion - "diamond", "engagement ring", "wedding band"
conversion
- purchase - lead - engagement - account creation - click-through
direct traffic
- recognizable brand - easy to remember URL - bookmarked pages - mobile app
measure results
- refer to SMART goals - metrics to be aware of: engagement, reach, resonance, brand awareness, clicks, conversations, ROI, and follower count
elements of landing pages with high conversion
- relevant to the keyword searched - match the ad message, UVP, and CTA - make it obvious for the user what they need to do to continue through to conversion
paid search advertising technical terms
- search engine marketing (SEM) - pay per click (PPC) - adwords/googleads - bingads - campaign, adgroup, keywords, and ads - impressions - click-through rate (CTR) - cost per click (CPC) - conversions and conversion rate - cost per acquisition (CPA) - quality score - display URL and destination URL
phase 2: playing the numbers game
- set expectations on frequency of contact - send initital follow-up immediately to introduce yourself and detail your plan - when pitching, make sure messaging is consistent with set expectations --- think of yourself in the shoes of your reader - newsletters --- only goes to those who have signed up to receive it --- consists of a mix of messaging and updates --- used to strengthen relationship with reader, not to pitch a product - autoresponder --- schedule content to be delivered on a consistent basis over a few months --- prevents marketers from emailing only when a new product is available --- helps maintain a flow of communication
types of subject lines
- simple, no nonsense - funny - controversial/shocking - single word - numbers and lists - personalized - questions/puncuation - scarcity tactics - mysterious
sub-category page main content
- slightly more written content - "Wedding Band", "Bridal Ring Set", "Diamond Ring"
which ad is the best?
- stand out? - most relevant? - what do the ad messages focus on? - who will the ads appeal to? - unique value propositions? - what are the call to actions being used?
conversion - amazon
- superior search function helps customers find products quickly --- superior to other retail websites ("results not found") --- tailored to user (shopping history) --- refined by millions of searches - information layout is key to conversion on any site --- provides thorough sense of product with multiple pictures --- answers most likely questions at top of page - easy to navigate purchase process is essential for conversion --- prominent "add to cart" button --- 1-Click shopping prevents consumers from changing their mind - additional information on product gives consumers peace of mind - technical product information uses same format in all categories --- easy to find, even with a glut of info --- additional peace of mind - customer reviews are very convincing for most internet shoppers - second step of conversion process (following "Add to Cart" link) - "Proceed to Checkout" prominent - related products displayed to maximize transaction value - stored info saves steps (no additional steps for shipping or credit card info) - fewer steps = higher conversion rate
product page anchor text
- supplementary articles useful for shoppers - potential to attract additional traffic
click-through rates from SERP
- title tag - meta description - URL
how to develop an influencer marketing strategy
1. determine campaign goals 2. define campaign audience 3. set budget and choose influencer type 4. choose influencer 5. develop campaign messaging for your influencer 6. finalize campaign expectations with influencer 7. reward your influencer 8. measure your results
header tags
<h1>Jewelry & Watches Store</h1>
title tag
<title>Jewelry & Watches | Overstock.come Shopping - Top Rate Jewelry & Watches</title> Jewelry Watches
triggered emails
abandoned cart - remind customer of product - offer coupon? in-store purchase - receipt - complementary products past purchase - provide a review - provide feedback on shopping experience
email spam vs. email marketing
black hat - obtain email list --- scrape the web --- purchase list - send emails - steroids - viagra - pornography white hat - obtain email list --- obtain address from customer - send emails --- product specials --- information --- media content
attention-grabbing subject lines
don't read this email - promise of forbidden information for some even when they can see through the tactic - don't overuse this subject line i have a question for you - makes recipient curious - people love to offer opinions - flattering to be asked - has an air of mystery response needed (urgent if time sensitive) - works best for known audience i'm getting in touch about (subject) - works for busy people - reduces annoyance - first-person denotes human touch
spam policing
email providers (ISP, Mailbox providers) - analyze your usage (open rate, hovering, reporting) spam reporting agencies - spam traps --- pristine --- non-pristine filters - all caps - spammy content - high image/content ratio - poor HTML coding - exclamation marks
bonobos frequency of posts
facebook - daily twitter - 2-3 times a day youtube - once a month instagram - once every two days
red mango frequency of posts
facebook - daily twitter - 4-5 times a day youtube - irregular instagram - 1.5 times a day
skull candy frequency of posts
facebook - daily twitter - daily youtube - 2 videos per month instagram - daily
key questions to ask in platform choice
goals - do my goals involve boosting brand awareness, traffic, or revenue? budget - how much do i have to devote to strategizing around a social platform? creative resources - do i have resources for creating graphics or videos? operational resources - will i need to maintain additional staff to run this platform, or will it be easy to maintain?
phase 1: getting permission
have a clear purpose when asking for an address - take advantage of email subscription options during the purchasing process get whitelisted - easiest way to not end up in the spam folder - provide instructions at the top of your email so customers will add you to their address book
set budget and choose influencer type
identify "level" of influencer you want to use - micro-influencer, celebrity, blog, social media, or key opinion leader (KOL)
google plus (google+)
main industry impact: B2C social media site focus: sharing of news, content, stories company brand presence: google+ page viral brand exposure opportunities: shares, comments, +1's, and Add to Circle activity impact on website traffic: direct links from content posted - Google+ Activity, influencers, google search results advertising opportunities: N/A
analyzing digital performance
measures: - traffic - conversion - revenue (per conversion)
types of influencers
micro-influencer - thousands or tens of thousands of followers - high engagement rates social media influencer - instagram, youtube, facebook, or twitter - thousands and sometimes millions of followers - wide range of topics celebrity influencer - typically millions of followers - powerful "social proof" - reach multiple audiences blog influencer key opinion leader (KOL) - high-level experts - specialized field - trusted contributors
ad space
most online retailers have little incentive to show ads
part 3: segmentation and analytics
open rate - how well you've built your relationship - if low - people have started deleting upon receipt click-through rate - how well you know your customer - if low - message if not targeted enough unsbscribes - figure out what types of communications are resulting in people leaving and rework that content segmentation - sending targeted communications to appropriate audiences - customer list - product updates - newsletter - daily email list
URL
overstock.com
media conversions
primary: - engagement secondary: - page views - video views - create account
marketplace conversions
primary: - posting item for sale/making a purchase secondary: - create account
search engine conversions
primary: - booking (ex: hotel reservation) secondary: - click on ad - sign up for emails
affiliate marketing conversions
primary: - click affiliate link secondary: - purchase
social media conversions
primary: - create account secondary: - content creation (tweet, post) - content interaction (like, favorite, repost)
lead generation conversions
primary: - lead (phone call or form submission) secondary: -sign up for emails
retail conversaions
primary: - purchase secondary: - create account - sign up for emails - pay for premium account
email parts
subject line - straightforward, descriptive - avoid selling ad copy - appropriate format (images vs. text) - test and link unsubscribe - easy to find - collect additional info
load time
the amount of time necessary to completely load one web page overstock pages are data intensive - could cause slow loading - technically up to date
bounce rate
the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page
anchor text
the words that appear clickable in a text link
skull candy social media objectives
twitter - build brand youtube - build brad - sell product pinterest - build brand - sell prodict instagram - build brand
bonobos social media objectives
twitter - sell clothes - build brand youtube - sell clothes - build brand pinterest - sell clothes instagram - sell clothes - build brand
red mango social media objectives
twitter - stay top of mind youtube - build brand pinterest - stay top of mind instagram - stay top of mind - build brand