MKTG 365- Test 3

Stand alone

dentified by a separate URL, such as m.yourbrand.com, and completely separate from the internet website.

Responsive

fluid site design that senses the user's device and automatically adapts to it. Compared to adaptive, responsive web design is comprised of a single design with a fluid layout that adjusts to screen width of the device, meaning that only one set of page templates need to be created and maintained.

Transactional Perspective

focuses on the individual sale of a product or service, in contrast to developing a long-term relationship with a customer. 1. Centered on products and single economic exchanges. 2. Marketers engaged in one-way communication in the mass media, targeting market segments identified by conventional marketing research.

Convsersion

in its broadest sense, is any desired action, such as downloading a whitepaper, registering for a webinar or subscribing to a newsletter. Conversion can also be defined as getting the prospect or lead from one stage of the funnel to the next. The conversion rate is the percentage of leads that make it from one stage of the funnel to the next. There may be multiple conversion points in the demand generation process. For example, social media marketers often say they have converted a Facebook fan to a sales lead when the fan clicks on a link and provides contact information on the website in return for desired information. Measurable objectives should be established for each team at each stage of the demand generation process.

Retention

includes areas like email marketing, which is primarily used for customer retention, and social media marketing, which falls in between acquisition or retention depending on platform and marketer objectives

Value Growth

includes areas like email marketing, which is primarily used for customer retention, and social media marketing, which falls in between acquisition or retention depending on platform and marketer objectives

Acquisition

includes digital marketing tools that can be primarily used for customer acquisition

Full usability testing

indicates that the site has been uploaded to a server and is fully functioning, even though it is not accessible to the general public. ----The main focus of a usability test is to ask test subjects to perform tasks that simulate what a visitor would want and expect to do on the site.

Operational CRM

involves designing and executing tactical CRM programs on the basis of data items or customer profiles. 1. Outbound programs, which could be email promotions, Tweets, mobile posts, or marketing programs supported by physical world promotional media such as direct mail, are planned and implemented based on data from the database. 2. Inbound programs also depend on the customer database. Telephone call centers and web-based chat rely on the customer database for real-time data that allow representatives to provide seamless service to customers on the basis of knowledge about their dealings with the firm.

Analytical CRM

involves mining the customer data and developing programs or predictive models based on the resulting insights and data discovery.

Landing Page Optimization

involves testing and improving the landing page.

Customer Lifecycle

involves the stages in the development of the relationship between the customer and the brand.

Touchpoint

is a channel available for customer interaction. Each touchpoint provides an opportunity to serve the customer well—through information, transactions or service. Each customer contact sends a message about the brand—positive or negative.

Customer Profile

is a description of a customer or set of customers that includes demographic, geographic and psychographic characteristics. Anonymous Identified

Relational Marketing

is a facet of CRM that focuses on customer loyalty and long-term customer engagement rather than short-term goals, like customer acquisition and individual sales. 1. Customer needs and expertise in meeting needs become key. 2. Communications are targeted to individuals or carefully defined segments and contain personalized content. 3. Goals are focused on growing customer value, not market share

Buyer Center

is a group of people in an organization who make decisions for high-value and/or risky purchases

The 4 Groups of Generic Marketing Strategies

1. Acquisition 2. Conversion 3. Retention 4. Value Growth

There are two highly recommended steps in developing the navigational structure of a website.

1. Develop a simple graphical flow chart that shows the structure of the site. Contains the home page (also called parent page) and second-level pages (also called child pages), which are the entry points to major content areas of the site and the succeeding levels that provide more detailed content. 2. Develop mockups of pages. A wireframe is a blueprint that specifies the layout of pages on a website. A wireframe shows the type, placement and size of each piece of content on each type of page. It also provides notes to guide the technical part of the development process.

Marketers use scenarios to understand the customer purchasing process for uses such as

1. Developing a content strategy 2. Understanding how the customer uses the website in making a purchase 3. Determining whether a lead is marching down the path to purchase or just browsing

There are two rules when developing a website navigation structure.

1. Ensure that all key information appears on every page. Be sure that the visitor always knows where he or she is within the site. Provide a link to the home page on every page. One way to do this is by using the corporate logo as a link. 2. Ensure navigational structure is simple and intuitive (clear and obvious to the visitor). The visitor should be able to navigate the site without instructions by following familiar web conventions or simple logic. The structure should be designed with the visitor in mind, not necessarily according to the way managers and marketers are used to thinking about their corporate information.

A model for driving CRM strategy and programs:

1. Identify your customers by individual or household name and address 2. Differentiate them according to their needs and their actual or potential value 3. Interact with customers based on their own needs 4. Customize at least some aspects of the organization's dealings with the customer

There are several requirements for an app that customers will be willing to download and provide personal information:

1. It must be useful, giving them benefits like product offers or even entertainment that they like. 2. It must provide value, like the coupon offers of retailers from Walmart to Victoria's Secret. 3. It must be easy to use. 4. It must provide seamlessly excellent customer experience whether used alone or in conjunction with some other marketing message, like a direct mail piece.

After further qualifying, the leads can be categorized into a minimum of three areas:

1. Leads ready for distribution to sales force (MQLs) 2. Leads for further nurturing 3. Leads to receive no attention at present

Special requirements for ecommerce site effectiveness

1. Navigation that is easy to follow, even with a large product selection 2. Special offers appropriate to the target audience 3. Compelling Images 4. A theme and approach that is appealing to target customers 5. Shopping cart, search bar and sign in conveniently placed 6. Easy-to-find contact information 7. A store finder function 8. Payment options clearly specified

The 4 Steps of a Buy Cycle

1. Needs Awareness 2. Research 3. Consideration and Comparison 4. Procurement

Websites play 2 key roles

1. Providing Information 2. Generating sales

3 Types of Personalized site content

1. Roles Based Personalization 2. User controlled personalization 3. Information driven personalization

Sales force automation tools include:

1. Sales force productivity tools, such as call reporting and checking order and inventory status 2. Direct mail sales lead generation campaigns that include mail fulfillment of product information 3. Telemarketing, often as a follow up to sales leads generated by direct mail 4. Sales and marketing management tools, including sales forecasting and reporting

the site needs to be fined tuned:

Compress images to make them load faster Check links Make sure that the site works as quickly and smoothly as possible The site should then be uploaded to a host server, which is a computer that manages requests from browsers and returns HTML pages from the website in response to those requests, on the internet. Developers must work closely with the ISP or hosting service to ensure that the site meets all its technical requirements. The host will deal with technical issues like load balancing and distributing content for faster access, but the web master must continually monitor site performance.

Differences in the B2B (compared to B2C) customer journey and decision-making process should be accommodated by:

Content that supports long purchase decision processes Clear information about product integration, product compatibility and regulatory issues Content that is relevant to both "choosers" and "users" Realistic pricing scenarios Design that speaks to different target customer segments without confusing or alienating any of them

Ways to Obtain Leads

1. Traditional providers of direct marketing lists, which can loosely be described as sales leads. The sources of the leads are the business and consumer directories compiled by these firms, which may charge as low as a few cents per lead. These are business leads that are qualified only by industry membership; the lead does not necessarily have a need for the marketer's product. 2. The marketer's own lists of customers and those who register over the web or click on paid advertisements. These lists are usually more likely to result in qualified leads. 3. Marketers who offer a set of "free leads" for little or nothing as an incentive for purchasing more leads. Many of these leads are of extremely poor quality and have been obtained in questionable ways like hacking. The poorer the initial lead quality, the more it will cost to qualify them and the fewer good leads will come out the end of the lead funnel.

Conversion Step 3: Organize and Optimize Site Structure

A site must make it easy for visitors to find and purchase what they want

Conversion Step 4: Develop a Compelling Message

In this context, the message must be relevant to each specific audience segment.

Content Creation and Content Marketing

Informative content in traditional B2B marketing is generally described as collateral material. ****Collateral material includes elements like brochures or other "leave behinds" that salespeople use as part of the personal selling process. Collateral material was once an afterthought, but the shift in the B2B buying process has increased its importance. Today, any type of relevant content, both informative and entertaining, about the brand and its products/services is important in B2B marketing. ***The goal of the content is to move the prospect through the demand generation process.

Usability Step 2: Prototype testing—second level

Involves a completed design and a semi-functional website. Prototype testing can find the degree to which the site design meets customer expectations. If we test early, we can make changes to the design without increasing development time or cost; however, the website may not be totally functional, and part of the testing will inevitably be artificial.

Conversion Step 1: Identify Conversion Goals and KPIs

Key performance indicators are internal benchmarks for performance at each stage, such as number of advertising impressions, number of click-throughs to the site or number of lead forms completed.

Identified Profiles

are compiled from data that are explicitly provided by a known prospect. This is often done by asking the visitor to register on a website and to provide profile information in the process.

Personas

are ways of describing different groups of customers by giving them a unique personality. A persona puts flesh on the bones of a typical segment profile, which describes a customer (or perhaps a customer firm in B2B) on a series of business demographic, product use and buying behavior items.

Lead Nurturing

developing relationships with customers before conversion

Sales Force Automation

involves business processes, and the software that supports them, that permit salespeople to work more effectively both in and out of their offices by providing electronic access to important documents, customer data and support tools like calendars.

"How much does it/should it cost to generate a sales lead?"

The ultimate question in B2B marketing and in deciding whether to use a sales force or inbound techniques is always

When should a brand opt for a mobile app (rather than a mobile website)?

When interactivity is essential, as in a game. When personalization is necessary, as in a financial services app. When complex calculations or reporting are required, as in a mortgage calculator. When functionality is to be built into the application, as in click to call to order a pizza. When the functions need to be accessible without a wireless connection being available.

the core of the UX is revealed.

When the smallest site (the mobile site) is designed first

IT department

does the technical monitoring, such as if the site goes down

User-controlled personalization

in which the user chooses the content elements to be displayed.

Lead Generation

involves identifying sales prospects. -The process focuses on getting individuals to self-identify as a potential decision maker in the purchase of a product or a service—a sales lead. -This process requires producing and distributing content that induces the reader or viewer to ask for more information.

The Buy Cycle

is a process a customer goes through in deciding to make a purchase, and can be seen as a restatement of the customer decision journey

Demand Generation

the process drives awareness and interest in a company's products and services, starting with attractive content and ending with a desired action, or conversion, and associated metrics

A website development team requires a set of skills. Within that skill set, a variety of specific roles may be filled depending on the types of expertise available.

--Project management --Information architecture/user interface --Graphic design for the web --Web technology --Site production --Content contributors

Mass Media 2 Problems

1. Because mass media marketers ordinarily did not have direct contact with their customers, they could not identify their customers as individuals nor attempt to develop an ongoing relationship with them. 2. The mass media did not facilitate identification and tracking of individual customers and prospects.

Demand Generation Process

1. Content Creation 2. Lead Generation 3. Lead Nurturing 4. Lead Qualification 5. Conversion 6. Metrics **going from 5 to 1 is called FEEDBACK LOOP

Why Is Providing Excellent Customer Service So Difficult?

1. The growing dominance of mobile 2. High customer expectations 3. The increase in self-service and crowd-based interactions 4. Omni-channel strategy

Conversion Step 7: Test, Measure and Refine

Both test results and the metrics produced in the conversion process can and should be used to improve future conversion programs

Anonymous Profiles

are created without knowledge of the identity of the prospective customer. Cookies are the most common way to develop anonymous profiles.

Kaiser Permanente Colorado (Landing Page)

is a healthcare organization that uses the lead nurturing process to great success. The company is Colorado's largest nonprofit health plan and is consistently rated highly by its customers. In one instance, KPCO captured leads through targeted landing pages that were driven from telemarketing, email, paid search and social advertising campaigns. Leads were also sourced from special events and industry associations. Multichannel marketing programs were used to nurture, qualify and convert leads into customers and messages, which were then segmented appropriately. Based on the point in the buying cycle, the customer could be closed with a quick email or receive a more detailed rate quote, if necessary. Messaging and content were targeted to the buyer persona as well. The results were an increase in the "win rate" from leads of 3 percent to 33 percent and $23.4 million in marketing-sourced revenue in 18 months.

Marketing Automation System

is a marketing interaction management system that typically includes three components: 1. A centralized marketing database, including interactions and behaviors from prospects and customers 2. An engagement marketing "engine" that allows the marketer to manage and automate the process of interaction and conversations with customers 3. An analytics tool to test, measure and optimize ROI for marketing activities

Landing Page

is a web page designed to receive visitors who are coming to the site as a result of a link from another site. --Remains specific to the content or offer in one or more channels. --Allows the marketer to get contact and qualifying information

Usability Testing

is exclusively designed to see if the site works in a user-friendly fashion according to the expectations of members of the target market. Usability tests are essentially qualitative, and they are performed by marketers interacting with target site users, not by technicians.

Usability

is the ability of a site to provide a satisfactory user experience

Inbound Marketing

is the approach that is focused on being visible to potential customers and using the visibility to drive them to a website where they can transact. The concept of inbound marketing introduced content marketing as a technique for lead generation in the sense that it outlines a clear process for managing content to reinforce a brand image and draw prospects to a web or mobile site.

Lead Generation

is the second step in the demand generation process and drives interest or inquiry into products or services. The goal of lead generation is the collection of qualified connections to build initial relationships with prospects so one can nurture them until they are closed as customers

Lead Distribution

is to categorize leads for immediate closing efforts or for nurturing with a view to future closing. Scored leads are usually further qualified based on behavioral characteristics, such as customer persona fit and the purchasing scenario, before they are passed on to sales.

Marketing Department

monitors the performance of the site in terms of its effectiveness in meeting objectives. Things that may indicate room from improvement include: 1. infrequently accessed pages 2. abandoned shopping carts 3. navigation paths that indicate difficulty in locating content

Sales Accepted Leads

or SALs, which are leads that have been further qualified by sales as close to conversion.

Sales Qualified Leads

or SQLs, which are leads that have passed through the BANT process as fully qualified potential customers. Sales will follow a qualification framework: 1. B-Budget: Does the prospect have the money to purchase? 2. A-Authority: Is the prospect the one making the decision? 3. N-Need: Does the prospect have a defined need? 4. T-Timing: Is the prospect going to buy now or later?

Inbound Marketin

or pull aspect consists of attracting customers based on quality content and then converting them.

Lead Generation and Nurturing

or push aspect where marketers reach out directly to potential leads and nurture them through the sales process to conversion.

Social CRM

refers to the use of social media and social media techniques to engage a business's customer base."—Technopedia Marketers are beginning to include limited social media behavior in their databases. The data are limited because they must be usable in raw form or quantifiable. ---In B2B, salespeople can monitor the social conversations of a specific sales prospect on platforms, giving the sales person valuable information about what the prospect is saying and allowing one to gauge how close the prospect is to a purchase decision. ---Marketers are always on the lookout for influencers who can influence others in social space. One tool is Skorr, which measures the influence of an individual on social networks.

Customer Lifetime Value (CLV)

represents the expected value earned from a customer over his or her lifetime or over one's relationship with a company.

Lead Scoring

requires a model that needs data consisting of the following points: Online activity Number and frequency of visits to the site Multiple visitors from same firm Time spent Clicks on email newsletters Current or previous customer relationship Title or role in buying center Ideal customer profile Industry Size of firm Annual revenue

Rules-based personalization

that chooses content on the basis of known characteristics, either from current information or from previous user information stored in cookies.

Procurement- buy cycle

the actual purchase transaction is completed

Conversion

the entire process of getting to conversion is known as demand generation, which involves developing customer demand for a product or service

The higher the lead quality

the less it will cost to qualify it; this is the underlying rationale for getting as much information as possible in the prospect process.

Research- buy cycle

the potential purchaser investigates products and vendors

Needs Awareness- buy cycle

the potential purchaser recognizes the need for a product or service to meet the needs of a specific business activity

Consideration and Comparison- buy cycle

the potential purchaser studies potential vendors and their products, arriving at a short list from which the purchase will be made

Loyalty Program

used to increase the momentum and power of relationship marketing.

Information-driven personalization

uses complex profiles and models to assign content instead of simpler decision rules.

After conversion, a good demand generation process involves

using metrics to analyze what went well and what needed improvement through a feedback process.

Breadcrumbs

which is a navigational aid showing the path that the user has followed. Home > About Acme Corp > Press Releases

Site map

which should be on the footer at the bottom of every page.

Purchasing Scenerio

Another tool marketers use to further qualify leads is the an internally consistent view of what the future might turn out to be—not a forecast, but one possible future outcome."—Michael Porter A scenario analysis can be defined as "a tool for ordering one's perception about alternative future environments in which one's decisions might be played."—Peter Schwartz

Conversion Step 2: Define and Acquire Target Profiles

Apply 40/40/20 Rule: 40 percent of success can be attributed to targeting and another 40 percent to the offer with 20 percent being attributable to creative execution

Cascading Goals: Establishing Website Objectives

Company: long term obj. Company: short term obj Department: short term goals Individual: short term goals

In early 2010, Cisco had a huge number of names, titles and addresses in multiple databases all over the world.

Extracting the right data to use for an operational marketing program required considerable time and effort. One of the first insights produced by an analysis was the fact that only about 25 percent of their addresses worldwide were classified as actively marketable. The urgent need was to find out how many of the addresses represented qualified leads and to develop an interactive relationship with them without incurring an unreasonably large cost.

Metrics

Marketers will want to calculate -The return on investment for their efforts -The returns on each campaign -The maximum cost that can be spent for each lead at various stages of the funnel -The amount of revenue that came from content marketing, lead nurturing and qualification efforts There are possible issues associated with accounting for every visitor to a website. -Would you expect the person who comes to a video game site to purchase the latest Star Wars game to take the same path through the site as a person who came to purchase a game but did not know which specific one? -Would either one of those segments take the same path as a person who just dropped by the site to see what it stocked? -The answer to both questions is no. These three segments would take different paths, and the marketer must satisfy the information needs of each and provide a call to action at the appropriate time.

Lead Qualification

Marketing takes the first step in qualifying leads based on indicated buyer interest or buyer persona fit. Marketing qualified leads, or MQLs, are leads that have been through scoring and other qualification processes and are ready to be passed on to sales for further qualification. Unqualified leads that haven't met the MQL scoring threshold will in turn produce major marketing expenses as the (few) good are sorted from the (many) bad. Marketing typically uses scoring models as a first step in qualifying leads. Lead scoring models tend to be created and operated in marketing automation systems.

Satisfaction and retention

Most important part of customer service it is not the fact that customers experience a problem that is critical to their defection; it is the fact that their problem is not satisfactorily resolved.

Lead Nurturing

Often, the total market size is rather small, perhaps a few thousand or even a hundred firms. Each sale can be quite large—in the hundreds of thousands or even millions of dollars. Consequently, each sales lead is indeed something to be nurtured. Lead nurturing requires a good understanding of the buyer's purchase journey and stage in the buy cycle. Companies use campaign, industry- or persona-based nurturing "tracks," deliver content and offer experiences relevant to that track, using an average of three "touches" or interactions with each track.

What makes a website effective?

One thing that you may notice is that the websites are consistent throughout. For instance, if the website has clean, crisp or minimalist design, it maintains that theme throughout. It doesn't use different styles that may confuse the message.

Usability Step 1: Concept testing—earliest stage

Respondents critique the website from the perspective of how logical they perceive it to be and how easy they think it would be to use. Concept testing is useful for catching obvious design flaws, and it can be conducted in a focus group setting.

The Changing Purchase Process for B2B

Search -> Social Media -> Content -> Other Industry Sources -> The Sales Person

Conversion Step 5: Place Effective Calls to Action

Specific and compelling calls to action are a key part of any conversion effort.

User experience

according to Jakob Nielsen, is all of the user's interactions with the brand on all touchpoints, which makes it nearly synonymous with CX. Often used to describe the usability of a website or a mobile app.

--nurturing leads through the process.

The B2B Sales Funnel has changed to emphasize a more important role in marketing—

Conversion Step 6: Enhance Shopping Cart and Lead Capture Processes

The marketer must ensure that as few qualified prospects as possible leave the site without taking positive action of some kind, such as purchasing or requesting more information

Mobile First

can be described as designing from the bottom up, or designing for mobile usability. Contrarily, a top-down approach takes an existing internet site and recodes it for small screens.

Adaptive

a type of site design in which a different site is created for each user device; otherwise known as dynamic, which means the ability to serve different site HTML without changing the URL. Compared to responsive, adaptive web design uses a completely different set of designs and templates for each device being targeted. As a result, designers will create a desktop version of a website and will then design a separate mobile version (and possibly a separate tablet version also).

What does Demand Generation begin with?

begins with good content creation to attract leads. Then, leads are nurtured, qualified, and converted to customers