Digital Marketing

Content marketing hub

A central branded location where your audience can access and interact with all your key content marketing assets. In a practical sense, the content hub can be a blog or new section, an online customer magazine or a resource centre. website, blog, or portal

What is a URL strategy and what are some key things to consider when developing a company's URL strategy?

A defined approach to forming URLs including the use of capitalisation, hyphenation and subdomains for different brands and different locations. This has implications for promoting a website offline through promotional URLs, search engine optimisation and findability.

landing page

A destination page when a user clicks on an ad or other form of link from a referring site. It can be a home page but more typically and desirably, a landing page is a page with the messaging focused on the offer in the ad. This will maximise conversion rates and brand favourability.

How can a digital marketer segment the lifecycle of a visitor / customer?

A grouping of customer types defined by their value to a business and common characteristics, needs or psychographic profiles.

CPC advertising on site (pay-per-click text ads) (revenue model)

'cost per click' Advertisers are charged not simply for the number of times their ads are displayed, but according to the number of times they are clicked upon

CPM display advertising on site (revenue model)

'cost per thousand' site owner charges advertisers a rate card price (for example £50 CPM) according to the number of times ads are served to site visitors

What is the difference between a lead and a lag performance indicator?

A leading performance indicator is a metric that is suggestive of future performance - think of the amber preceding the green light on traffic lights on a short timescale. The benefit of leading indicators is that they enable managers to be proactive in shaping future performance. A lagging performance indicator is one where the measure indicates past performance. Lagging indicators enable corrective action to be taken. Some also identify a coincident performance indicator, which is more suggestive of current performance.

What is Net Promoter Score?

A measure of the number of advocates a company (or website) has who would recommend it compared to the number of detractors.

Social media marketing (Digital media channel)

Companies participate and advertise within social networks and communities to reach and engage their audience. Viral marketing or online word-of-mouth messages are closely related to this. Here content is shared or messages are forwarded to help achieve awareness and, in some cases, drive response.

What is a digital marketing strategy? What should it do?

Definition of the approach by which applying digital technology platforms will support marketing and business objectives. grow a business through customer acquisition and retention or to achieve communications goals of not-for-profit organizations

Online PR (Digital media channel)

Maximising favourable mentions of your company, brands, products or websites on third-party websites such as social networks, blogs, podcasts or feeds that are likely to be visited by your target audience. Also includes responding to negative mentions and conducting public relations via a site through a social media news centre or blog, for example.

What are KPI's (Key performance indicators)? What are some examples?

Metrics used to assess the performance of a process and/or whether set goals are achieved.

What is Lifetime (or Long Term) Value - LTV?

Lifetime value is the total net benefit that a customer or group of customers will provide a company over their total relationship with that company.

What social media activities require management by marketing?

Listen and manage reputation; Transform the brand through social media; Acquire new customers; Increase sales to existing customers; Deliver customer service.

What is the difference between an OmniChannel (or MutiChannel) Marketing Strategy and a Digital Marketing Strategy?

Multichannel marketing strategy defines how different marketing channels should integrate and support each other in terms of their proposition development and communications based on their relative merits for the customer and the company. So, the focus of digital marketing strategy is decisions about how to use digital channels to support existing marketing strategies, how to exploit its strengths and manage its weaknesses, and to use it in conjunction with other channels as part of a multichannel marketing strategy.

Digital media channels

Online communications techniques such as search engine marketing, affiliate marketing and display advertising used to engage web users on third-party sites, encouraging them to visit an organisation's site or purchase through traditional channels such as by phone or in store.

What is social-location based marketing? How is JustPark using it?

Where social media tools give users the option of sharing their location, and hence give businesses the opportunity to use proximity or location-based marketing to deliver targeted offers and messages to consumers and collect data about their preferences and behaviour. It helps drivers to find the best available spaces in an area; enables cashless payment through the app, so no more searching for coins; and drivers do not need to worry about whether time is running out as the app will prompt the driver that it is time to return to their vehicle or offer to extend the parking period.

What are some traffic measures?

Unique visits. The number of individuals who visit the site in the specified period. Visits. The total number of times the site was accessed by different individuals. Page views. The total number of pages viewed by individuals.

Display advertising (Digital media channel)

Use of online ads such as banners and rich media ads to achieve brand awareness and encourage click-through to a target site.

What is a SWOT analysis?

a useful way to summarise the external opportunities and threats and is a core activity for situation analysis. The results of a digital channel-specific SWOT analysis (internal Strengths and Weaknesses and external Opportunities and Threats) should clearly highlight where actions should be taken (both short and longer term).

What are demographic targeting methods and use cases in digital marketing?

any personal attributes that tend to remain static throughout an individual's life time, or evolve slowly over time - such as age, gender, race etc. - can be defined as demographic variables. Key elements of a consumer's demographic profile that have been found to influence online behaviour include variables such as: income, education, race, age (Hoffman et al., 2000); gender (Slyke, 2002); and lifestyle (Brengman et al., 2005), cultural and social make-up that influnces online behaviour (e.g. Shiu and Dawson, 2004).

Paid Media

bought media where there is investment to pay for visitors, reach or conversions through search, display ad networks or affiliate marketing

B2B

business-to-business Commercial transactions between an organisation and other organisations (inter-organisational marketing). ex: wholesaler to retailer

B2C

business-to-consumer Commercial transactions between an organisation and consumers.

Affiliate revenue (CPA, but could be CPC) (revenue model)

commission based

Sponsorship of site sections or content types (typically fixed fee for a period) (revenue model)

company can pay to advertise a site channel or section

Transaction fee revenue (revenue model)

company receives a fee for facilitating a transaction. Examples include eBay and PayPal who charge a percentage of the transaction cost between buyer and seller.

P2P (of C2C)

consumer-to-consumer Informational or financial transactions between consumers, but usually mediated through a business site. ex: ebay

What are some best practices for email marketing?

outbound communications from a company to prospects to encourage purchase or branding goals. Most commonly used for mailing to existing customers on a house list, but can also can be used for mailing prospects in a rented or co branded list. Emails may be sent as part of a one-off campaign or can be automated, event based triggered emails. including email signatures, personalized email greeting, avoid using no reply in sender

Pay-per-view access to documents (revenue model)

payment occurs for single access to a document, video or music clip that can be downloaded

Earned Media

publicity generated through PR invested in targeting influencers to increase awareness about a brand word of mouth that can be stimulated through viral and social media marketing, and conversations in social networks, blogs and other communities different forms of conversations between consumers and businesses occurring both online and offline

Subscription access to content or services (revenue model)

range of documents can be accessed from a publisher for a fixed period. These are often referred to as premium services on websites.

What are key factors in digital marketing's micro-environment?

suppliers competitors intermediaries customers

What are key factors in digital marketing's macro-environment?

technology international country specific society

SERP

the pages displayed by search engines in response to a query by a user

What are some examples of triggered emails?

to encourage a follow-up action such as purchase

According to the authors, what are the most important KPIs for an online presence?

unique visitors: the number of separate, individual visitors to the site; total numbers: of sessions or visits to the website; repeat visits: average number of visits per individual; duration: average length of time visitors spend on the site; conversion rates: the percentage of visitors converting to subscribers (or becoming customers); attrition rates: through the online buying process; churn rates: percentage of subscribers lapsing or unsubscribing.

What are the 5 D's of Digital Marketing?

• Digital devices • Digital platforms • Digital media • Digital data • Digital technology

What are some ways to measure the value of digital marketing?

Revenue per visit. For sites with e-commerce tracking, Google will report revenue per visit, which enables similar analysis to that of goal value. Page value. If marketers review this measure for pages they can determine which pages are prompting the creation of value, enabling you to improve customer journeys.

What is a propensity model?

The approach of evaluating customer characteristics and behaviour and then making recommendations for future products.

What is AI? What is machine learning? How can marketers use these?

AI: Software and services that perform tasks previously requiring human analysis and interaction. Marketing applications of AI typically aim to improve business-to-customer communications including targeting media, personalised messaging and customer service interactions. Machine learning: Creating and applying predictive models and algorithms with the ability to learn without being explicitly programmed. The computer models then make predictions of success based on patterns extracted from historical data. These are used to define rules, which are implemented to automate tasks such as targeting media or emails to the most valuable segments with the most relevant creative offer and timing. Uses: AI-generated content Smart content curation Voice search and conversational user interfaces Programmatic media bidding Propensity modeling Predictive analytics Lead scoring Ad targeting Dynamic pricing Web and app personalisation Chatbots Re-targeting Predictive customer service

What is online revenue contribution?

An assessment of the direct contribution of the Internet or other digital media to sales, usually expressed as a percentage of overall sales revenue.

What are psychographic and behavioral targeting methods and use cases in digital marketing?

Any aspect of a consumer's perceptions, beliefs and attitudes that might influence online behaviour, and in particular a consumer's intention to shop, can be defined as a psychographic/behavioural variable. Indeed, there has now been a significant amount of recent work to explore how the consumer's character or personality might influence their online behaviour (George, 2004). Cheung et al. (2005) suggest that the impact of a wide range of behavioural characteristics, such as knowledge, attitude, innovativeness and risk aversion, can have a significant effect on a consumer's intention to shop. For example, it has been found that consumers who are primarily motivated by convenience were more likely to make purchases online, while those who value social interactions were found to be less interested

What are APIs and how are they used in digital marketing?

Application programming interfaces Amazon Web Services (http://aws.amazon.com). One example of AWS allows affiliates, developers and website publishers to use Amazon Product Discovery, which enables other sites to incorporate data about Amazon products and pricing. Facebook and Twitter use their APIs to help other sites embed social content into their sites. The Guardian Newspaper Open Platform (www.guardian.co.uk/open-platform) enables sharing of content and statistics from The Guardian. In one application, developed initially as a student project, WhatCouldICook.com uses recipes from The Guardian as part of an arrangement to share ad revenue. Google APIs exist for a number of its services, most notably Google Maps, which, according to this directory (http://www.programmableweb.com/apis/directory), is one of the most popular mashups created through an API. The Google Analytics API has enabled many businesses and third-party application developers to visualise web performance data in a more tailored way. Kayak is an aggregator that allows third-party sites to integrate kayak.com searches and results into their website, desktop application or mobile phone application.

What are some best practice questions to consider when developing a company's mobile app strategy?

Are apps a strategic priority for us? Do we build our own app and/or leverage existing apps? Free or paid apps? Which category of application to target? How to best promote mobile apps? How to refine apps in line with feedback?

What are some ways to measure the quality of visitors and their online experience?

Bounce rate. Percentage of visitors who leave immediately after viewing only one page. A high bounce rate is a sign of poor-quality traffic and/or experience. Duration. Dwell time, which is measured as average time on page or time on site. Pages per visit. Arguably more useful than dwell time since it shows how many pages a visitor views on average. Conversion rates to lead and sale are arguably the most important quality measure since they show what proportion of visits convert to commercial outcomes.

What aspects of building a brand online do digital marketers need to consider?

Consequently, how a brand is developed and presented online is particularly important because a website visitor has limited physical cues to help form an opinion about a company and its services, such as talking to a sales representative or the ambiance of the physical store. Branding can add value across the supply chain, act as a barrier to competition, increase consumer trust and generate high levels of profitability. positioning online brands requires marketers to think creatively about the traditional elements of a brand and also consider new elements: Online brand domain. Where the brand competes. Google has established and maintained its market-leading position in the search engine marketplace by following the company's mission to 'organise the world's information and make it universally accessible'. Online brand heritage. Guinness is a brand with heritage going back over 200 years; use of the Internet has only been possible on a commercial scale since 1989, so online brands must look for other ways to develop their heritage. One way to do this is by offering genuine value. Online brands can get very close to their customers through use of digital technology and should seek to develop genuinely valuable relationships. Online brand values. The core characteristics that users of the brand value. For example, AltaVista (launched 1995) was an early free search engine, which originally provided a clean user interface similar to Google's. But AltaVista soon lost market share when its search experience was rated lower than that of its new rival Google and it added other new services rather than focusing on the core deliverables the brand had to offer. It is important for online brands to emphasise the benefits of engaging with the brand and also to develop a unique personality that is engaging and shareable (Brown, 2014). Online brand assets. Distinctive names, symbols, images. Twitter is an example of an online brand name that is distinctive, and with the bird symbol the brand assets help its users quickly assimilate with the brand. It is important to ensure that a company presents a standardised message at whatever touchpoint they interact with the online brand (Brown, 2014). Online brand personality. The character of the brand, which its customers use to determine the added value offered by the brand and also to express their own individual personalities through association with the brand (Valette-Florence et al., 2011). Online brands need to understand their brands from the customer's perspective. Online brand reflection. How the customer perceives themselves as a result of buying the brand. Being authentic and transparent about what the brand stands for is important if an online brand is to create positive brand associations.

What types of information can digital marketers collect from online users?

Contact information. This is the name, postal address, email address and, for B2B companies, website address. Profile information. This is information about a customer's characteristics that can be used for segmentation. It includes age, sex and social group for consumers, and company characteristics and individual role for business customers (see Chapter 6). Platform usage information. Through web analytics systems it is possible to collect information on type of computer, browser and screen resolution used by site users (see Chapter 7). Behavioural information (on a single site). This is purchase history and the whole of the buying process. Web analytics (Chapter 10) can be used to assess the web and email content accessed by individuals. Behavioural information (across multiple sites). This can potentially show how a user accesses multiple sites and responds to adverts across sites. Typically these data are collected and used through an anonymous profile based on cookie or IP addresses, which are not related to an individual.

What are cookies and how are they used in digital marketing?

Cookies are small text files stored on an end user's computer to enable websites to identify the user. They enable a company to identify a previous visitor to a site, and build up a profile of that visitor's behaviour.

Online partnerships (Digital media channel)

Creating and managing long-term arrangements to promote your online services on third-party websites or through email communications. Different forms of partnership include link building, affiliate marketing, aggregators such as price comparison sites like Moneysupermarket™ (www.moneysupermarket.com), online sponsorship and co-marketing.

What role does customer service & support play in digital marketing?

Customer contact strategies for integrating web and email support into existing contact centre operations usually incorporate elements of the following options: Customer-preferred channel. Here the company uses a customer-led approach where customers use their preferred channel for enquiry, whether it be phone call-back, email or live chat. There is little attempt made to influence the customer as to which is the preferable channel. Note that while this approach may give good customer satisfaction ratings, it is not usually the most cost-effective approach, since the cost of phone support will be higher than customer self-service on the web, or an email enquiry. Company-preferred channel. Here the company will seek to influence the customer on the medium used for contact. For example, easyJet encourages customers to use online channels rather than voice contact to the call centre for both ordering and customer service. Customer choice is still available, but the company uses the website to influence the choice of channel. Delivering customer services and assisted sales through Livechat is increasingly popular. For example, mobile phone company EE uses 'Liveperson' for customer service and assisted sales, as explained in Mini case study 5.3: Online customer service at EE. Mini case study 5.3: Online customer service at EE™

What is CRM and how is it utilized online and in omnichannel marketing?

Customer relationship management (CRM) A marketing-led approach to building and sustaining long-term business with customers. Digital marketing activities that are within the scope of CRM that we will cover in this chapter include: using the website and social networks for customer development, from generating leads through to conversion to an online or offline sale using email and web-based content to encourage purchase; managing customer profile information and email list quality (coverage of email addresses and integration of customer profile information from other databases to enable targeting); managing customer contact options through mobile, email and social networks to support up-sell and cross-sell; data mining to improve targeting; providing online personalisation or mass customisation facilities to automatically recommend the 'next-best product'; providing online customer service facilities (such as frequently asked questions, call-back and chat support); managing online service quality to ensure that first-time buyers have a great customer experience that encourages them to buy again; managing the multichannel customer experience as customers use different media as part of the buying process and customer lifecycle.

What are some key legal & ethical factors affecting digital marketing in 2020?

Data protection and privacy law Disability and discrimination law Brand and trademark protection Intellectual property rights Contract law Online advertising law

What are some ways to measure the cost of digital marketing?

Digital channel contribution objective. Achieve 10 per cent online revenue (or profit) contribution within two years. Acquisition objective. Acquire 50,000 new online customers this financial year at an average cost per acquisition (CPA) of £30 with an average profitability of £5. Acquisition or conversion objective. Migrate 40 per cent of existing customers to using online 'paperless' bill payment services within three years (e.g. for a bank or utilities company). Acquisition objective. Increase by 20 per cent within one year the number of sales arising from a certain target market, e.g. 18-25 year-olds. Conversion objective. Increase the average order value of online sales to £42 per customer. Conversion objective. Increase site conversion rate to 3.2 per cent (would be based on model of new and existing customers in different categories). Conversion objective. Increase percentage of online service enquiries fulfilled online by 'web self-service' from 85 to 90 per cent. Retention objective. Increase annual repeat new customer conversion rate by 20 per cent. Retention objective (existing customers). Increase percentage of active users of the service (purchasing or using of other electronic services) within a 180-day period from 20 to 25 per cent. Retention objective. Increase customer satisfaction rating for channel from 70 to 80 per cent. Growth objective. Increase new prospects recommended by friends (viral marketing or 'member get member') by 10,000 per annum. Cost objective. Achieve a cost reduction of 10 per cent in marketing communications within two years.

What is marketing automation technology?

Enables businesses to automate tasks in the marketing and sales process to deliver more relevant communications, typically delivered as personalised emails and website messages.

Search engine marketing (Digital media channel)

Gaining visibility on a search engine to encourage click-through to a website when the user types a specific keyword phrase. Two key search marketing techniques are paid placements or sponsored links using pay-per-click, and placements in the natural or organic listings using search engine optimisation where no charge is made for clicks from the search engine.

What are PLA's and CSEs? What do digital marketers need to do to functionally participate in these channels?

Google's Product Listing Ads (PLAs) Product information such as pricing and images are uploaded to Google's servers using a product feed in XML or text formats for display in ads within Google AdWords or Google Shopping. comparison search engines (e.g. Kelkoo or Google Shopping)

What are some ways to conduct consumer & competitor research online?

Online focus group. A moderated focus group can be conducted to compare customers' experience of product use. Many companies now have permanent customer panels they can use to ask about new ideas. Online questionnaire survey. These typically focus on the site visitors' experience, but can also include questions relating to products. Social media listening. Comments mentioned in social media can be added alongside customer feedback and support forums. Customer feedback or support forums. Comments posted to the site or independent sites such as social networks may give suggestions about future product innovation. Freshworks™ freshchat messaging is a new product that helps companies to use live chat to improve target marketing and lead conversion for businesses (freshworks.com). This platform enables a company to communicate and collaborate inside and outside the company. The platform also has the capacity to integrate with CRM, e-commerce and analytics systems. Web analytics. A wealth of marketing research information is also available from response data from email and search campaigns and the website itself, since every time a user clicks on a link offering a particular product, this indicates a preference for products and related offers. Such information can be used indirectly to assess customers' product preferences.

What is VoC?

Online voice of customer (VoC) Qualitative assessments of the effectiveness of digital presence based on direct customer feedback. They answer 'who and why' questions about how customers interact with brands online.

Opt-in email marketing (Digital media channel)

Placing ads in third-party e-newsletters or the use of an in-house list for customer activation and retention

How are the 4P's of the marketing mix implemented for digital marketing?

Product: looking at opportunities for modifying the core or extended product for digital environments. Price: focusing on the implications for setting prices in digital markets; new pricing models and strategies. Place: considering the implications for distribution for digital marketing. Promotion: exploring promotional techniques in advance of more detailed coverage of new techniques in Chapters 8 and 9. P

What is RFM analysis? How is it used to develop a CRM strategy?

Recency-frequency-monetary value (RFM) analysis RFM is sometimes known as FRAC, which stands for: frequency, recency, amount (obviously equivalent to monetary value), category (types of product purchased - not included within RFM). RFM analysis is a technique that tends to be little known outside retail circles, but CRM gives great potential to apply it in a range of techniques since we can use it not only to analyse purchase history and targeting outbound communications, but also visit or log-in frequency to a site or online service and response rates to email communications.

What are the components of a Social Media Marketing Framework?

Scope. This dimension focuses on the extent to which social media platforms are used as a one-way communications tool, which provides content to entertain and inform end-users, or as an authentic collaborative environment, which facilitates reciprocal interactions between end-users and companies. Culture. This dimension distinguishes between use of social media as a traditional mass-marketing channel or a more modernist approach of being open and flexible and embracing the style of social media platforms. Structure. This dimension looks at organisation and how social media is deployed: is its application subject to centralised control and clearly defined protocols to assigned employees, or is it decentralised and the responsibility of all employees, which removes the need for the role of a marketing director? Governance. This dimension relates to company rules and to what extent employees are told what they can and cannot say on social media platforms.

What is the SOSTAC planning framework for digital marketing?

Situation- where are we now?' Objectives- where do we want to be? Strategy- how do we get there? Tactics- defines the usage of tactical digital communications tools Action- refers to action plans, change management and project management skills Control- looks at the use of management information note that each stage is not discrete; rather there is some overlap during each stage of planning - previous stages may be revisited and refined

3. What are the high level buckets of social platforms available to digital marketers?

Social networks. In most countries, the core social platforms where people interact through social networks are Facebook, Instagram and Snapchat for consumer audiences, LinkedIn for business audiences and Twitter for both. Social publishing and news. Nearly all newspapers and magazines, whether broad or niche, now have an online presence with the option to participate through comments on articles, blogs or communities. Social commenting in blogs. A company blog can form the hub of your social media strategy and you can look at tapping into others' blogs, whether company or personal or through blog outreach. Social niche communities. These are communities and forums independent of the main networks. Social customer service. Services such as Get Satisfaction™ (www.getsatisfaction.com), as well as companies' own customer-support forums, are increasingly important for responding to customer complaints, particularly in some sectors such as mobile phone and network providers. Social knowledge. These are reference social networks such as Yahoo! Answers, Quora™ and Wikipedia. They show how any business can engage its audience by solving their problems and subtly showing how products have helped others. Social bookmarking. Bookmarking sites such as Delicious™ (www.del.icio.us.com) are today relatively unimportant. Social streaming. Rich and streaming media sites including photos (e.g. Pinterest), video and podcasting. Social search. When Google+ was launched search engines incorporated more social features such as voting for sites via a Google+1. With the wane in popularity of Google+ in recent years, these features are seen less commonly today. Social commerce. Mainly relevant for the retail and travel sectors, social commerce involves reviews and ratings on products and sharing of coupons on deals.

What are SMART objectives? Why are they important?

Specific. Is the objective sufficiently detailed to measure real-world problems and opportunities? Measurable. Can a quantitative or qualitative attribute be applied to create a metric? Actionable. Can the information be used to improve performance? If the objective doesn't change behaviour in staff to help them improve performance, there is little point in it! Relevant. Can the information be applied to the specific problem faced by the manager? Time-related. Can the information be constrained through time? With SMART objectives, everyone is clearer what the target is and progresses towards it and, if necessary, action can be taken to put the company back on target.

Customer Acquisition

Strategies and techniques used to gain new customers.

Customer Retention

Techniques to maintain relationships with existing customers.

Explain each of the external forces in a company's macro-environment

Technological forces. Changes in technology that influence marketing opportunities, create new product development opportunities, introduce new ways to access target markets through channel integration and create new forms of access platforms and applications. Economic forces. Cause variation in economic conditions and affect trading opportunities, influence consumer spending and business performance and have significant implications for digital marketing planning. Political forces. National governments and transnational organisations have an important role in determining the future adoption and control of the Internet and the rules by which it is governed. Legal forces. Determine the methods by which products can be promoted and sold online. Laws and ethical guidelines that seek to safeguard individuals' rights to privacy and businesses' rights to free trade. Social forces. Cultural diversity among digital communities, that influences use of the Internet and the services businesses provide online.

What is gamification? How can it be used effectively in digital marketing?

The process of applying game thinking and mechanics to engage an audience by rewarding them for achievements and sharing. creative concept to engage; game mechanics to encourage play (badges, points, leader boards levels, interactions); game dynamics can be altered to reward and even penalise; game currencies to provide the motivation - this can be financial, status, need for doing good, pleasure and influence.

What role does a Product Detail Page (PDP) play in marketing the Product online?

The product detail page has all of the information related to the product and is typically the page of conversion or attrition. SEO is used efficiently here with keywords to make the product pop up in searches

What are some implications of digital marketing conversion (ROI) measurement as it relates to a business's offline sales?

conversion modelling is complex because it needs to take into account both online and offline behaviour. For example, an advertiser may use Google Ads to promote its product, but some shoppers will buy online while others will prefer to use other channels to make their purchase, e.g. use the phone or buy in-store. it is useful to put in place the means of monitoring cross-channel conversions at different stages in the buying process as it can help a business to understand how it might improve performance in both online and offline channels by making the marketing spend more effective

Subscriber data access for email marketing (revenue model)

data a site owner has about its customers are also potentially valuable since it can send different forms of email to its customers if they have given their permission that they are happy to receive email from either the publisher or third parties. The site owner can charge for adverts placed in its newsletter or can deliver a separate message on behalf of the advertiser

How does the Long Tail apply as it relates to SEO and Paid Search? How does the Long Tail apply as it relates to online / omnichannel product assortment?

decrease in popularity of items within an ordered sequence

RACE frameword

four steps designed to help engage prospects, customers and fans with brands throughout the customer lifecycle: Step 1: Reach - Build awareness of a brand, its products and services on other sites and in offline media and build traffic by driving visits to web and social media presences. Step 2: Act - Engage audience with brand on its website or other online presence to encourage them to interact with a company or other customers. In many sectors, the aim of the Act stage is lead generation, i.e. to gain permission to market to a prospect using email, SMS or mobile app notifications. Step 3: Convert - Achieve conversion to generate sales on web presences and offline. Step 4: Engage - Build customer relationships through time to achieve retention goals.

What is a customer journey map? How is it used? What are the key components?

help understand customers' interactions with physical and digital touchpoints, triggers and influences, journeys maps are increasingly used to model behaviour of different types of target audiences (axis left to right) communication type awareness consideration purchase experience product

What are some things to consider when developing an online Pricing strategy for a company's brand or product?

increased price transparency and its implications on differential pricing; downward pressure on price (including commoditisation); new pricing approaches (including dynamic pricing, price testing and auctions); alternative pricing structure or policies.

Owned Media

media owned by the brand. Online this includes a company's own websites, blogs, email list, mobile apps or their social presence on Facebook, LinkedIn or Twitter. Offline owned media may include brochures or retail stores