MKTG

Higher Levels of Motivation

Apart from the tip policy and competitive market salaries, you want to use fair performance evaluations and the perception of equity/organizational justice to further motivate people. You want to use performance evaluations to distribute some percent of net profits to employees so that they feel they're a part of the organization. You want to make some part of each individual's performance public so that everyone thinks that "distributive justice" is in place. At the same time you do not want to stack-rank all employees in a category since that causes unhealthy competition among employees. (You really don't need to do all this, but you have your eyes focused on getting a better deal from Sageio. He will see for the next round of funding that you are already behaving like an owner of a growing corporation rather than a mom and pop restaurant.) Next, learn more about Job Description and Performance Evaluation.

Narrowing Down the Search - Digital Marketing

Being the methodical person that you are, you start by learning the basics—the vocabulary used by digital professionals. With this newfound knowledge, you want to start researching other digital advertising methods. You're familiar with advertisements on Facebook, Instagram and other social media sites, and you've also noticed that you get advertisements on your phone browser from sites you're previously visited or searched for. These kind of advertisements seem to be targeted to people who already know the advertiser's brand. Are Haute Brasseries located where they need to build awareness among potential customers, or should they be advertising to customers who already know the brand? Which tools carry out either or both of these strategies best? You want to research the most popular digital marketing tools and forums to understand their pros and cons. Each tool would have its unique strengths in terms of either reaching new customers or re-connecting with previous customers, based on the demographics of the customers and their social media searching habits. You're amazed at the capabilities of digital marketing campaigns and the information they can generate. You want to learn more about remarketing or retargeting to reach customers who've shown some interest in HB or modern gourmet tapas in general; you also want to learn more about paid advertising on search results and creating brand awareness among targeted groups. With these goals in mind, you decide to explore AdRoll, AdWords, and Facebook. You think these would be the most suitable methods to help you target your ideal audiences. AdRoll specializes in re-targeting customers that have previously shown interest in your product or similar products. It also tracks users who've visited your website and redirects them back to it when they visit other websites. It can also use emails and personalized pop-up messages to redirect customers to your website. You notice that its sales conversion rates are much higher than average and the type of data it yields help you identify the "it" factor that keeps customers dining at HB. This feature will help you build a more loyal customer base, while also identifying customers that already have an interest in establishments similar to HB. However, you dislike the fact that it won't target customers who haven't interacted in the past with HB or similar restaurants. It can also irritate users by continually showing the same advertisements on a regular basis and by targeting users with no interest in the product being advertised. Next, learn more about 1) Common Digital Marketing Terms; 2) Digital Marketing Tools and their Assessment; 3) Adroll.

Optimization Techniques and Specific Terminology

Optimization Techniques A/B Testing: A/B testing is a common optimization tactic used in the digital marketing industry. The process takes an existing ad (A) that you wish to optimize and creates a second ad (B) very similar to the first ad with a minor change. The two ads are then run in the same environment, allowing you to attribute any differences in the ad performance, to the minor change made when creating the "B" variant. If this is a positive change, the "B" variant becomes the new baseline ad (due to its better performance) whereas if it is a negative change the "A" variant remains the baseline for future tests. After the conclusion of a test, a new A/B test can be designed on the baseline advertisement, and the process continues. This creates an iterative process, gradually improving the performance of an advertisement. Analytics: Data and statistics about the users of a website and how they interact with the website. Analytics are used to determine information about a website, from how many people visit the website and how they interact with it, to where the visitors came from. This information is then used to target audiences, understand customer behavior, and optimize digital campaigns. AdWords Specific Terminology AdWords is Google's paid search tool which allows advertisers to pay for displaying ads alongside organic search results. Bid: When placing an advertisement in AdWords, you will bid against other marketers who wish to show advertisements in the same or similar keywords you are targeting. AdWords allows marketers to bid on how much they are willing to pay per click, or per impression. All else being equal, the marketer who bids the higher amount for the same keywords will be placed first, and in a higher position than a marketer who bids less. Broad Match: Broad Match is a term used in paid search advertisements, which tells the search engine that you want to show your ad on variations of your target keywords. For example, showing for both singular and plural conjugations of a word or misspellings, synonyms, related searches and other variations. Generally broad match keywords are designed to help you reach a broader audience. Exact Match: Exact Match allows your ad to show only for searches using the exact phrase supplied, or close variations of exact phrases, and no other words. Since exact match keywords are much more strict than broad match keywords, exact match keywords will tend to cost less, but will have a narrow reach than broad. Quality Score (QS): A quality score is AdWord's rating of the quality and relevancy of your landing page, website, keywords and your ads. Since Google doesn't want to mislead its viewers by having an advertisement not match the content of the landing page and the website, it rates the relevancy and quality of the content of the advertising website as a Quality Score (0-10). The lower your Quality Score, the more you will have to bid to run an advertisement. Conversely a higher Quality Score, representing relevant and quality content, will help to drive down the amount you must bid in order to secure ad placement. Facebook / Instagram Specific Terminology Ad: A Facebook ad encompasses the entire concept of the ad including both the creative and design aspects of the ad, as well as the ad's target audience. Ad Budget: After designing the copy and target audience for a Facebook Ad, you must set the Facebook Ad's budget. You will be able to set the total amount you wish to spend on placing the ads. Actions: There are a number of different actions that a Facebook user can take around a specific ad. A Facebook user could Share, Comment, Like, or Click on an advertisement. Any of these tasks performed on a Facebook ad will count as an action, which will be reported in Facebook Ad analytics. Bid: A bid is the amount you are willing to pay to place a single advertisement on a users' Facebook feed. The higher the bid, the more likely your advertisement is to be placed, but the faster you will run through your specified Ad Budget. Campaign: A campaign is a group of ads that are using the same ad budget, and are generally focused on the same subject. Campaigns are useful for testing the effects of different variables on ad performance as it makes comparing the results of similar ads useful by grouping them together. Frequency: Frequency is the average number of times each Facebook user sees an ad. Ads may become less effective as the Frequency increases. Frequently creating new ads with fresh copy and other creative content can help keep users engaged. Interest Targeting: Facebook allows you to target your ads to specific users based on their likes, interests, and other factors. The collection of all of the user information allows Facebook to target users more specifically than other digital campaign mediums. For example, you can choose to only display your ad to Facebook users who have indicated specific interests in areas related to your advertisement.