Digital Marketing Exam 2 (CH 4,6,7,8,9,10,12)
PLAs (Product Listing Ads)
are product focused advertisements driven by the very systems used for sales to target the online shopper as they seek to make a purchase. PLAs are: - A highly efficient ad channel for e-commerce specialists - Ad units available to online retailers, driven by product SKUs - Designed specifically for comparison and shopping online
Google Analytics
for e-commerce sites can link the ads, and marketing clicks to the ultimate conversion
The M-Commerce "Gap"
mobile retailers have not fully capitalized on mobile share of consumer time, with a gap between share of minutes and dollar spend. Four of the top five reasons cited by consumers involve basic usability difficulties.
Creation
is the most difficult strategy but ensures that the content is unique and adds a higher level of value by being new, relevant, and fresh. It's also the most likely type of social content to be shared
Snapchat (Millennials)
large and desirable audience, focus of much experimentation by youth oriented and consumer-focused brands, Giphy animated stickers
CPV (Cost-Per-View)
new model triggers the revenue event only when the user/visitor opts-in to view the ad, often by clocking on a prompt or "bug".
Seeding/Sharing Sites
news aggregation sites allow you to bring relevant stories to the attention of people who use sites like Digg, Reddit, Stumbleupon. Can drive traffic AND Chatter AND links.
Customer Relationships: Supporting the Community
Customers post, tweet, and review their way into the internet's dialogue about your brand
Mixed
Mix of both augmented and virtual (the merging of real and virtual worlds to produce new environments and visualizations)
UGC (User-Generated Content)
Non-professional media created and released by internet users, UGC has become a dominant media type in the past five years thanks to the growing availability of high-speed internet access and search technology.
Agile Marketing
Oreo - launches real time campaigns in response to national events, producing great opportunist campaigns
CPC (Cost-Per-Click)
Paid only when the user/visitor "clicks" on an ad.
Cell Tower Localization
Phones without a GPS chip can determine the location of a mobile device by "measuring" signals from multiple cell towers serving the phone
Programmatic Bidding
offers an automated form of media buying that is more efficient and inexpensive, as well as reducing human error and inconsistency
ESP (Email Service Provider)
Provides; scalable infrastructure to create, deploy and track large volumes of email. Ensures regulatory compliance and deliverability. Tracks "opens", clicked links, and other key analytics. Provides list management and design services. - Mail Chimp - Constant Contact
UBE (Unsolicited Bulk Email)
SPAM, indicates the marketers lacks affirmative consent from the recipient. SPAM occurs most in the healthcare space, which is a problem for healthcare marketers.
Wearables, Cars, and Homes
Smart appliances remind consumers to order the products they use. Will brands be able to muscle in on these relationships? - Smart appliances can also act as a hub for other smart devices in your home and perform tasks like notifying you when food is going out of date or sending coupons or ads to your phone or car
Snapchat Advertising
Snap Ads, Sponsored Lenses, Nationwide Sponsored Geofilter, Discover Ads, Snap to unlock filters and codes, Sponsored Local Geofilters, Influencer Partnerships
Content Marketing
a strategic marketing approach focused on creating and distributing valuable and relevant content to attract and retain a target audience - Consumers trust ONE ANOTHER far more than they trust advertisers - 80%-90% Trust Friends - 70% trust strangers more than advertisers - 66% Trust "editorial" content like newspapers - 42% of Banner ads have consumer trust
Social Graph
a term that rose to notoriety as a key driver of social network Facebook, explains how sharing and publicizing our relationships with others online helps us build larger, more connected communities with similar interests and/or values.
Google Merchant Center
a tool which helps you upload your product listings to be used for Google Shopping, product listing ads, and Google Commerce search
Portal
a website that provides information from diverse sources in a unified way, the 1990's search engine sites turned into portals as they added increasing functionality and content
Ad Blockers
ad blockers filter content in two main ways: - Check against a (crowdsourced) blacklist of domain names of items loading a web page, then stop them from loading. - Check the page after it is finished loading and remove any items that fit prescribed rules - images with standard ad dimensions or text within a box that says sponsored
Interstitials
ads that appear in between screens or activities
Click-to-Call
advertisers who user CTC get a 5-10% increase in CTRs, CTC provides a safety net and doesn't cannibalize URL clicks.
Native Advertising
a form of paid media in which the ad experience follows the natural form and function of the user experience in which it Is placed. - In-feed native ads - Content Recommendation Widgets - Promoted Listings - Customer contents
Collection
aggregate and repurpose a relevant stream of information available online
Document Sharing Services
allow users to post their business documents in their original format rather than modifying for online viewing
GPS
an integrated GPS chip can provide the exact location of a device. It is the most accurate method but also the most expensive for users
Buying Email Lists
once bought, no additional fees or restriction on how the list can be used. SPAM: the most important issue a marketer faces is delivering commercial messages to a willing and interested audience. If email lists are abused, could be market as spam and hurts the company's brand.
Trigger-Based Email
one common email with a very high ROI, is an abandoned shopping cart reminder - customer has created an account, shops, drops an item into the online shopping cart, but fails to complete the purchase.
Social Media for Marketing
people are spending more and more of their time in social media channels. From a marketer's perspective, this is a good way to reach them to tell them about new products and services.
Copyright
plenty of infringing going on, but hundreds of millions of views on YouTube and beyond, major source of viewership and revenue
Shopify
templated website that has marketing tools, shipping and logistics, and transaction processing
Building is Best
the best email list is the one a firm builds itself, list members have explicitly opted in to receive that marketer's commercial messages.
Zombies
the individual infected machines within a botnet that are used to send the spam
"Create a Brand" Campaign - Dollar Shave Club
they leveraged online marketing and new business models to build a new way of reaching and keeping the consumer, aimed at younger adult male market who spent their time online, consuming social media and viral content, Low budget, humorous.
Virtual Reality
totally virtual environment (computer-simulated reality, replicating an environment that simulated a physical presence in places in the real world, allowing the user to interact in that world)
Rich Media and Video: Quality Drives Virality
a good rich media ad contains images, animation or video involving some type of user interaction and engagement with the content, initial load is 40K or more, enables agencies to create complex ads that can elicit strong user response. (Blendtec example used for rich media)
Botnets
a network of several hundred virus-infected computers that are used to send millions of emails per day or around 80% of all spam
Renting Email Lists
a recognized and accepted practice in email marketing. Owners of address lists send email to their members on a marketer's behalf. Marketer never possesses the list and must pay list owner for each email sent. Mitigates privacy concerns.
CPS (Cost-Per-Session)
a session-based sponsorship where the user's/visitor's play experience is branded.
Waze
a social traffic and navigation app based on the world's largest community of drivers sharing real time road info and contributing to the common good out on the road. Takes a lot of your data.
Email Campaigns
designed communications that can go out to thousands or even millions of people at a time and generate large-scale impact
In Game Environment Ads
Display (Ex. Banners, digital video ads, billboards, retail store fronts)
Around Game Environment Ads
Display (Ex. Banners, digital video ads, downloadable content on console services)
Point of Sales Systems
Beacons - some retailers find that beacons can bring both store navigation and custom promotions into play (beacon software development kit)
Three Elements of Social Media:
- A portal to get information - UGC (User-Generated Content) that fills the portal with media and information to consume - Social Graph - the filter through which content is placed
Email Strategies:
- Build a List - Design an email - Create an email - Deploy Email campaigns - Measure Success
5 Reasons why Online PR is Important:
- Cost Effectiveness - Measurement - cost comparison equivalent PPC and CPM ad campaigns, unique user reach, page impression reach, site dwell time, campaign keyword visibility, inbound link growth - SEO - Brand Reputation Management - Social Media Placement
LEAN Ads Program
- L : Light - limited file size with strict data call guidelines - E: Encrypted - assure user security with https/SSL compliant ads - A: Ad Choices Support - all ads should support DAA's consumer privacy programs - N: Non-Invasive/Non-Disruptive - ads that complement the user experience without disrupting it, includes covering content and sound enabled default
SMS and MMS
- Length - SMS messages limited to 160 characters - Short SMS ad: Appended to main message - usually uses 20-40 characters - Full SMS ad: Entire message (160 Char.) used by advertiser - usually sent as a reply to a short call to action.
Online PR Strategy:
1. Attracting Visitors through search 2. Engagement & Dialogue 3. Building Campaign Buzz 4. Defensive/Crisis
Where Do Consumers Start When Buying Online?
AMAZON
Geofenced Advertising
Allows marketers to find and limit their ads to potential customers in specific geographic area
Sponsorship
Brand integrated into the game environment
Top 6 metrics to track for email campaigns
CTR (Click Through Rates), Conversion rare, Bounce Rate (tells you the health of your list), List growth rate (reach), email sharing/forwarding, overall ROI
In Game Immersive Ads
Interactive Elements (Ex. Computer Terminals, Branded Racing Cars, Cell phones, downloadable items within game)
Advergames
Interactive Elements (Ex. Game specifically designed around product or service being advertised)
CPM (Cost-Per-Thousand)
Inventory is sold on the basis of "number of impressions delivered." No action required to trigger the revenue event
What makes an Influencer?
Make things happen, Quoted/Retweeted, Connected, Contactable, Respected
Social Media
The use of web-based and mobile technologies to turn communication into interactive dialogue, the digital mapping of our real-world connections
Email Communications Strategy
Triggered by external or internal timing factors - Calendar - Holidays, Lead times - Customer Lifecycle - spending or purchase patterns - Customer Activities - co-registration, information request - Trigger Actions - 14-day trial, refer-a-friend
CPA (Cost-Per-Action)
Triggered only when the user/visitor takes desired action with the advertiser (i.e. makes a purchase)
Customer Lifecycle
Unaware (Awareness), Interested (Convert), Engaged (Service and Grow), Inactive (Re-engage)
Location Services
Utilize cell phone technologies to understand when and where ads are viewed - and tailor personalized offers and messages based on location (An information or entertainment service, that is personalized based on location data provided by the mobile device)
Augmented Reality
Virtual in a real-world setting (is a live, direct or indirect view of a physical, real-world environment whose elements are augmented by computer generated sensory input such as sound, video, graphics, or GPS Data)
Cadence-Based Email
a communications sequence with a timed series of messages
Email Marketing
banner ads, links or advertiser sponsorships in email newsletters, email marketing campaigns, and other commercial email communications. Usually works best in a newsletter-type environment with clearly-defined, highly targeted audiences. - Most people now check their email first thing in the morning, last thing at night, and many times in between
Expandables
click to continue to open more and more of the ad
LBS
comprised of a diverse set of apps and services including; voice-guided in-car navigation, voice-guided pedestrian navigation, mobile maps, people-tracking, location-enabled search and advertising, and other LBS apps
UGC is Trusted and Acted Upon
content created by regular people, the users of the social networks and not the professionals. - Can be text updates, reviews, pictures, and video - Often brand or commerce-related but more trusted than professionals - Any material created and uploaded to the internet by non-media professionals - Wayfair Customer UGC Campaign (example in class)
Good Community Management Involves
having a proactive social media plan, acknowledge the customers problem or perception, be part of the community and solution - Dell is an example of when things go wrong (DELL - HELL)
Real-Time Bidding (RTB)
is a type of programmatic, referring to a lightning quick auction that takes audience data into account to assess the value of an impression to certain advertiser.
Replenishment model
products sent to customer at regular intervals (weekly, monthly)
Paid Media
refers to advertising channels which you can purchase in order to communicate your brand to audiences across the web
Owned Media
refers to your website over which you have complete control of content and messaging
Digital Shopping Carts
retailers can cater to shoppers with emerging technologies such as AR/VR and voice shopping, but consumer adoption is still relatively low.
Curation
selecting content with an editorial or selective view; then adding value by explaining or adding context by through commentary or examples relevant to your offering
iBeacons
sensors locate throughout stores that link your phone and send you alerts (when you opt in with certain apps) when you are near a product that you may be interested in
The Power of Communities
social media is a digital tool making relationship management more efficient
In Game Ads
static in-game ads are either 2-dimensional including billboards, movie poster or store fronts, or 3-dimensional, including the texture, shape, and other physical properties of objects such as cars. (Quicksilver clothing featured in a skateboarding game, Nissan Cup of Noodles immersive "in game" integration.
Discovery Model
subscription to a curated experience that delivers new, hard-to-find, or customized items periodically to customer's doorstep based on personalized profile.
Subscription Commerce
where new and established brands are beginning to rethink the way retail has traditionally been done
Takeovers
where the ad takes over the entire screen and obscures the content during display
Mobile as a Marketing Channel
wirelessly connected mobile communication devices constitute an increasingly important way for consumers to stay in touch and informed.
Display Ad Types Adapted for Mobile
with a smaller screen, display ads have less room to communicate their messages. New Ad Types have evolved
