Digital Marketing
Crowdsourcing
"Vote to save your favorite" Lays chips
Click through rate measure
clicks/impressions
CPC
cost per click
Cost per click measure
cost/clicks
SEM
Search Engine Marketing Synonyms: Paid search, sponsored search, cost per click, pay per click
Four V's of Big Data
Volume, Velocity, Variety, Veracity
Conversion rate measure
conversions/clicks
Earned media
- Word of mouth exposure earned through content, product/services - Shares, likes, reviews - Most valuable form in the media mix
Three ways the internet has changed marketing
1. Consumer is in charge 2. Content is currency 3. A new ethic of publicness
What is the difference between organic search results and sponsored search results?
A business can pay to get to the #1 position of sponsored search results, but cannot pay to get to the #1 position of organic search results.
Factors that determine google's rank of paid search results
Bid + Quality Score + Ad Extensions
Owned media
Blogs, Website
New Consumer Decision Journey
Circular Narrow to wide to narrow Active loyalty
CTR
Click through rate
Three conditions to draw causality
Correlation between x and y Time order of events Control of other possible causes of y
Volume
Data at rest
Velocity
Data in motion
Paid Media
Display ads, pay per click
X->Y
Exercise and life expectancy
E-A-T
Expertise, authoritativeness, trustworthiness
Inbound marketing
Getting found by consumers Marketing is shifting this way Communication is interactive and two-way Search engines, referrals, social media
What makes a Zero Moment of Truth? - The conversation is only between the customer and a company. - The conversation is multi-way: marketers, friends, strangers, websites and experts all have their say and compete for attention. It happens most at night. - It happens online. - Businesses push information at the consumer during ZMOT.
It happens online
Old Consumer Decision Journey
Linear Wide to narrow Passive Loyalty
Which three metrics in Google Analytics are the best indicators of a visitor's engagement? Does a high or low value for each typically indicate stronger engagement?
Pages / Session: HIGHER score indicates HIGHER engagement Avg. Session Duration: HIGHER score indicates HIGHER engagement Bounce Rate: LOWER score indicates HIGHER engagement
Pros of working with an online distributor (Amazon)
Reach large consumer base, run sponsored search campaigns for you, handle payment and fulfillment, big distributors are trusted
Cons of working with an online distributor
Setup and processing costs, commission fee, cannibalization, diversion (may end up buying other products instead), lose site traffic and customer data, loss of control
Marketing Tactics that leverage FOMO
Show other people are buying "17 things every guy should own by age 20" Exclusive insider deals Show limited quantities
Programmatic advertising
Software and algorithms to buy and sell digital advertising
User generated content
Starbuck's red cup contest
A-> X and Y
Summer Weather-> Ice cream sales and sunburns
Click-through rate (CTR) refers to ___________? - The percentage of searches that end with people who buy something on your site - The cost you pay each time someone clicks on your ad - The percentage of people who see your ad and then click on it to go to your website - The percentage of 404 error pages that also have marketing material on them
The percentage of people who see your ad and then click on it to go to your website
Y->X
Time spent on website is positively correlated with purchase quantity
True/False When comparing Google Analytics metrics for a particular timeframe, the Sessions number will always be equal to or higher than the Users number.
True
______________________ marketing is a marketing strategy that focuses on getting found by customers, where marketers "earn their way in" rather than "buy, beg, or bug their way in" to the consumers' lives. - inbound - outbound - strategic
inbound
Given the comparative growth rates of users accessing the internet on laptops, desktop computers, mobile devices and televisions, which edict should govern your digital marketing strategy? - hardware then software - mobile first - wireless before wired - cloud second
mobile first
