MKTG 455 Final Exam
pintrest features
-users: mostly females, arts/crafts, higher income levels -content consumption: can see friend's pins, organizes feed with multiple columns (Pintrest users are likely to be highly engaged and often purchase-minded)
false, it's called curated content
When you collect content from outside content creators, it is called Co-Created Content?
Which social platform is the most effective for influencer marketing?
earned media
you post content that you hope will be re-posted by others and go viral; difficult to plan on and you can't control what direction it takes
social media advertising
•can produce a high customer concentration due to the amount of knowledge social media platforms have about their users, and their machine learning algorithms that can target potential customers better than an off-the-shelf targeting method.
transactional emails
•customer makes a purchase but doesn't sign up for email list -Ex: confirmation of the order, shipment, delivery
triggered emails
•email sent based on customer action -Ex: empty cart
onboarding emails
•email sent to new customer -Ex: welcome offer, invitation to sign up for social media or app
paid search and SEO
•produce exposures to people who have just searched a particular keyword, which is typically a strong indicator that they are potential customers for someone selling the searched-for product.
true
Demand Generation vs Demand Harvesting: Demand Generation is information-based; Demand Harvesting is being in front of the right customer at the right time.
determine the objective
Different for different businesses. Easiest to start simple. One of those things is social advertising - straightforward and easy to measure. ex: finding new customers, increase customer loyalty, or gain customer insights
Where? (Location)
Location and mobility go together. Location doesn't matter for every mobile phone content consumption experience, of course, but for the mobile consumption episodes to which location is relevant, location is more relevant than on desktop.
six big digital marketing channels: SEO, paid search, email, social media ads, social media posting, and display advertising. While other channels and tactics exist, these six channels compose the vast majority of digital marketing budgets. The framework stipulates that a digital marketer should be explicit about which effort he or she is trying to accomplish with investments in any given channel. For example, if a marketer invests in email and wishes to accomplish all three marketing efforts through email, he or she should explicitly divide the email list along those lines. Email content creation should be conducted to either generate demand, harvest demand, or build loyalty, not all three at once.
The three marketing efforts of demand generation, demand harvesting, and loyalty building are typically accomplished through the:
instagram content best practices
-IG posts are limited because you can't click on link -building brand equity -interaction helps boost posts to top of feed
social listening
-Scraping all mentions of a company on social channels -Coding the mentions as positive, negative or neutral -Summarizing the average sentiment about your company
linkedin features
-content consumption: users are less likely to post interesting content
benefits of using facebook
-large consumer base -high engagement with users -ownership of other prominent networks -advertising model/allows advertisers to target highly niche segments of potential customers/prominent placement on news feed
instagram featuers
-mobile first design -users: younger users (18-30 y/o) -content consumption: simple design -company profiles: company profile is only place where links are clickable
snapchat content best practices
-organic advertising is difficult -very specific and can only be used for SC -all content should be in portrait mode with subtitles that is short and to the point
content for Pintrest
-organic: create a profile and receive pins/follows on your own -pin button on the company website: pin button next to the picture or video -shop the pin: allows businesses to tag products visible in a pin
mobile first index
-pages need to load quickly and use responsive design -buttons need to work with touch screens -no zooming or side scrolling for mobile usability -photos and text need to appear where they should
factors of FB algorighm
-past engagement with posting entity -recency -content type -content popularity -type of account (FB handicaps companies)
benefits of advertising on Twitter
-provide value to consumer -achieve additional exposure by RT -can tweet more frequently than other platforms
snapchat features
-users: 90% are 13-24 y/o -content consumption: videos or images (less intuitive interface - encourages users to show others how to use it)
Twitter features
-users: highly active, less overall users (expect a rapid response) -content consumption: public message board (can create lists to group the accounts they follow) -companies don't have special accounts -devised the use of hashtags to enable group convos
youtube features
-users: international -content consumption: straightforward (second highest search engine)
boradcast
A company sends out an email to its entire customer list every month. What type of email is this?
e. Demand creation
All of these are strategies to create customer loyalty EXCEPT... a. Purchase breadth b. Purchase frequency c. Purchase amount d. Loyalty communication e. Demand creation
loyalty building should receive priority for any company with a good list of existing customers. For new companies without an established customer base, demand harvesting should likely be their top priority. As long as there is existing demand for the products they sell, it is more cost-effective to harvest existing demand than it is to generate new demand. But this new company should have a plan in place for building loyalty, because it will (with luck) soon have customers to build loyalty from.
Because of the cost-efficiency of building loyalty (due to the inexpensive nature of marketing communications with existing customers),
example of push notification marketing
If a retailer you love offered you a discount on a product you wanted just as you were walking near the store, you would be glad to receive a notification. If this targeting is done poorly (i.e., you have no interest in the company sending you a text message), you are likely to find the notification intrusive.
browser bluetooth
If you want help locating a specific product within a Target store, _________________ can be used in place of GPS for location-based guidance and ad targeting.
Determine the objective
Izzy is the Social Media Manager for a fashion brand in LA. She is a CSUF graduate and took MKTG 455. Since she was so well educated, she is creating her own Social Media Plan using the steps she learned in 455. What step should she start with?
Let me check. (Quick, frequent usage)
Mobile phone sessions are short and easy to initiate, so mobile users consume mobile content in short bursts.
What can you do for me right now? Impatience
Mobile users' impatience spans multiple dimensions. They are impatient to process whatever information they are looking for and be done. They are less patient in researching product options, so they are quicker to make a decision.
display advertising
NOT to produce a high customer concentration, but retargeting ads tend to produce a high customer concentration.
Allocating resources across the digital channels in service of these marketing efforts is the key strategic decision that needs to be carried out by the digital marketing director or VP of digital marketing. The primary determinant of the amount of resources that should be allocated to a particular channel is its cost-efficiency. If you can spend $1 in channel A to generate $10 in customer spending, or you can spend $1 in channel B to generate $5 in customer spending, you should clearly invest your dollar in channel A.
Once prioritization of the marketing efforts (demand generation, demand harvesting, loyalty building) has occurred,
Emails opened / Emails delivered
When measuring the success of an email program, how is the Open Rate calculated?
push notification
Say you are shopping in a Wal*Mart Superstore. Your phone beeps and you are offered a discount on a complimentary item to one you already have in your cart. This is a type of what kind of mobile strategy?
false
The majority of internet traffic worldwide is still conducted via desktop?
Ooh, a video! (Video effectiveness)
Videos are effective on desktop, but they are especially effective on mobile because unlike virtually every other type of content, video experiences no degradation in quality from desktop to mobile.
TikTok
You are the new Social Media Manager for an up and coming teen clothing brand. You want to continue to grow awareness with this audience. Which social media platform might you focus on as a primary channel?
geo-fencing
allows advertisers to target ads based on a distance radius from a specific location. For example, a restaurant could target ads only to mobile users who are within 500 meters of its location. Such targeting is much more narrow (and potentially much more effective) than targeting all users within the same zip code as the restaurant.
(1)Less knowledgeable. They haven't been a part of the email list, so they don't know the kind of email content they can expect to receive from the company. (2)More curious. They just barely signed up for emails, so they anticipate receiving worthwhile content, and they're curious to see what that content will be. (3)More responsive. After people have been a part of the email list for a while, their habits in regards to a company's emails have been established, and they will be more difficult to influence.
attributes of somebody who just signed up for the email list
average revenue per order
average order value
Sending emails to customers who placed an item in their online shopping cart but did not complete the transaction is likely the highest ROI internet marketing activity a company can engage. Not only does the company know that the customer was interested in the product, but the customer almost bought the product. The conversion rate on abandoned cart emails is very high. Typically, companies will send these emails a day later. One company found that sending these emails within two hours of abandonment increase conversion by 60%.
benefits of sending a trigger email
factors imply that the initial emails sent out to new email sign-ups are critical in establishing a good email relationship, and that these first few emails should be different than the general broadcast emails sent to the long-time email list members
benefits of sending onboarding emails
Emails Clicked/Emails Delivered
click-through rate
"What can you do for me right now?" (Impatience) "Let me check." (Quick, frequent usage) "Ooh, a video!" (Video effectiveness) "Where?" (Location)
mobile behavior
digital marketers must...
constantly striving to find ways to increase the concentration of potential customers for their marketing messages through the various ad targeting methods available on digital channels. It is typically easier to generate a high concentration of potential customers for demand harvesting efforts than for demand generation efforts. Demand harvesting efforts go to people who have a demonstrated interest or desire for your product, so they are likely to be potential customers. Demand generation efforts go to a less targeted population, so it is difficult to determine who will be open to these influence efforts and who will be immune to these appeals.
co-curated content
content created in partnership with other brands; Ex: YouTube + Lego example from ebook
user-generated content
content generated by company's users; great way to expand campaign, but you lose control
original content
content generated by the company; most common form
curated content
content that the company reposts from other sites; helpful in the short term, but not good to have as your only strategy
Transactions (Orders)/Emails Clicked
conversion rate
company channels allow for multiple logins
difference between company and personal youtube channel
loyalty-building efforts
directed at past and present customers, so this target is, by definition, composed largely of potential customers. The most effective method for building loyalty among past or current customers is to give them superior products and/or services and exceed their expectations. If their first purchase experience meets or exceeds expectations, they are likely to return. But strategic digital marketing actions can increase the likelihood of a return purchase, so those opportunities should not be ignored.
owned media
distribute on your own channels; better control, but not a broad reach unless you have a huge following
the AI tools have a hard time distinguishing between what is negative vs what is positive, so often good to use for general trends, but not specifics.
downside of social listening tools
demand harvesting
focused on securing a sale from someone who already wants the product, so it is focused on removing whatever obstacle lies in the way of the purchase that the customer wants to make. This obstacle could be price, availability, risk, or any other hindrance to purchase. Another way to state this is that demand harvesting focuses on reducing purchase friction. Paid search is an iconic example of demand harvesting. The fact that the searcher has entered a particular query is evidence of existing demand, and companies pay Google for the opportunity to be front-and-center for that searcher at just the moment when he or she is ready to purchase. So in essence, paid search is all about shouting, "Pick me!" the loudest.
(1) word choice in describing the content of the email, and (2) the content of the email being appealing to the users. It is perhaps the second part that is more important in generating interest and procuring the open.
good subject lines for emails
a.social media posts is difficult and is rarely effective. b.social media ads is often very successful, but not always. (Execution of the ad is crucial to move customers through the process from awareness to action. Targeting the right customers is also critical.) c.improving SEO through social media activity. It may not have been clear from the reading that improving SEO results through social media is still a play for new customers since SEO is itself an exercise in being discovered by new customers.
how can you find new customers?
set up KPI's reach engagement loyalty social listening measures
measuring success from social media
purchase amount
might mean they purchase a more expensive version of a particular product.
Companies go to great lengths and pay a lot of money to gain insights about their customers. So the insights generated from social listening could indeed be valuable to a company. But any insights generated from social listening tend to be undirected (i.e., you can't consult the social data to answer a specific question like, "Which marketing channel has the greatest number of ready-to-purchase potential customers?"), so the connection between this social media activity and improvements in the company bottom line are often tenuous.
how can you gain customer insights through social listening
impressions (CPM) clicks (CPC) conversions (CPA) (Bid Amount * Estimated Action Rate)+ (relevance/quality)
how does FB charge for advertising?
•Population characteristics of each platform; ex: Instagram and Snapchat audiences are typically younger than Facebook's audience •The nature of company-user interactions on the platform; ex: if visuals are really important, Instagram and Pinterest might be better choices
how to do you choose a platform for your social media plan?
through social media posts may not be a viable strategy. So companies may wish to buy exposure to existing customers on social media through social media ads. Ex: Nordstrom could pay for advertising during its annual sale to get customers into the store. Why would it be hard to find new customers through social monitoring? (By responding to posts from customers, it shows good customer service, which may increase loyalty from current customers. But a show of good customer service, even if seen by non-customers, is unlikely to convert new customers.)
how to increase customer loyalty
1. identify influencer 2. engage the influencers to assess brand fit 3. stay FTC compliant
interaction with influencers
Demand harvesting
is geared toward being in front of the right customers (those wanting the product you are selling) at the right time (when they are ready to buy). This distinction is important because the focus of marketing actions changes between demand generation and harvesting. Demand generation efforts must focus on the message and on commanding sufficient attention from potential customers so that they process the information and update their intentions and preferences. _________________ efforts must focus on targeting the right customers. _________________ must also be concerned with messaging, but it is not attempting to change customers' minds but rather to assure customers that their demand will be satisfied by the product offer.
loyalty-building efforts
less about advertising and more about informing and communicating. The most influential activity in generating increased loyalty from customers is likely to be their experience with the product or service and any additional direct customer service experiences the customer has. But digital marketing communications can enhance these more direct efforts
mobile constraints
less information slow typing fat-finger clicking slower processor slower internet connection
customer list turnover
list churn
purchase breadth
means the customer purchases a wider variety of products
purchase frequency
means they purchase a given product more often.
The fact that a mobile screen cannot display as much information as a larger screen has important implications for mobile users' cognitions. Desktop users tend to think more holistically, because they can take in a greater variety of information and incorporate more parts of information into a larger picture. Mobile users, because they can only see a small chunk of the picture (both literally and figuratively), tend to think in more detailed, concrete terms. This can have important implications for not only the quantity of information desired by the consumer, but also the kind of information.
mobile vs. desktop: less information
The fact that a keyboard on a mobile phone has keys that are too small to be tapped with 100% accuracy is only part of the reason for the slow typing. Typing with two thumbs is much slower than typing with 10 fingers. As a result, filling out forms on a mobile device is extremely cumbersome. This obstacle continues to hinder mobile purchasing. Web designers need to design clickable areas of their sites to be large enough that mobile users will not accidentally click the wrong button. This further constrains the amount of information that can be shown on a mobile device.
mobile vs. desktop: slow typing/fat finger
framework
must provide a method of thinking about strategic decisions that increases the likelihood of good decisions being made (i.e., decisions that increase company profitability). But a _ must also be sufficiently general and non-specific so that it can be adapted to a variety of businesses and business models. Therefore, this _ does not dictate the decision that should be made, but rather, provides a structure for thinking about those decisions and the factors that would push the decision one way or another.
Emails Opened/Emails Delivered
open rate
An obvious pro is that it could increase conversion. A con is that customers sometimes learn that abandoning a cart will lead to a coupon, so they will purposely refrain from purchase to wait for a coupon.
pros and cons of offering a coupon with the abandoned cart
content practices for linkedin
provide a place for a company to post content that reinforces the value of a leader for a company
paid media
you pay to have your content distributed; recognize that users know that you are paying to have your content put on other's sites and they know it is advertising
primary demand generation
refers to efforts and building demand for a product category. For example, when the Apple Watch was first released, the demand for tech wearables was quite small because the product category was practically nonexistent. Therefore, Apple had to engage in primary demand generation to convince the market that tech wearables were a worthwhile product. Now, however, the demand for tech wearables is well established, so Apple's demand generation efforts focus less on convincing people to engage with the product category but rather to convince people of the superiority of Apple over other brands. That is, its demand generation efforts around the Apple Watch are now brand-directed rather than generic.
broadcast emails
sent to the whole customer list at regular intervals
social monitoring: identifying and responding to individual brand mentions on social media. Social listening, on the other hand, is collecting data from those social mentions and broader customer conversations, and pulling insights from them so you can make better decisions for your customers.
social listening vs social monitoring
1. Determine the objective 2. Choose the platform 3. Plan the content 4. Distribute and promote content 5. Measure success
social media plan
tone legal criteria response guidelines formatting guidelines
social media style guide
demand harvesting, demand generation
that _________________ applies to any purchase that can be generated with a single website visit. If multiple visits or consumer touchpoints are required to generate the conversion, then we would call that _________________.
-image -carousel -video -slideshow -collections
types of ads on FB
-display ads: on R side of video -overlay: lower 20% of video -skippable: allow viewer to skip ads after 5 min -non-skipable ads: must be watched before your video is viewed -bumper ads: non-skippable ad of up to 6 sec. -sponsored cards: content relevant to your video
types of ads on YouTube
email marketing
usually do so because they are potential (or existing) customers of the company, so emails are likely to go to a group with high customer concentration
social media style guide
very helpful to ensure that your social media team stays within the brand guidelines that the company wants. No one size fits all guide format. Depends on your business, tone and personnel.
owned earned paid
what are the 3 different types of media?
original user-generated co-curated curated
what are the 4 types of content a company can use?
-habits -weather -social context
what information can marketers see with your digital footprint?
purchase breadth purchase frequency purchase amount
what should loyalty produce?
using paid advertising since you have no installed based on your own social platforms yet
what should you consider when attracting first-time customers?