Digital MKT Exam ch 13-15
Landing Pages
- where a person lands - direct links appear on search page directing users deeper into the site
Conversion
From Marketing Campaign Perspective > Generating Desired Prospect Behavior
Permission Marketing
Get Prospects' Permission to Push Content to Them
How Strategy must evolve
Good Technology Participation
B2B buyers start with _________
Search
Communication channels for generating sales leads include:
Trade shows, online ad, direct mail
Website creators who want to prioritize mobile friendly design should take a ______ approach
bottom up
Reasons for failure of CRM programs are lack of:
buy-in and leadership from top management
Testing landing pages:
can produce measurable improvements in lead generation and management process
Integrating social media data into tactical CRM programs:
carries privacy priviledges
Tests that marketing can perform to improve their websites include:
concept testing
Inbound marketing includes:
content marketing
Arguments for the importance of customer retention:
cost is 7 times more to get new customer than to retain one
CLV
customer lifetime value
CRM vision includes using ________ to create great customer experience
customer touchpoints and technology
Basic marketing strategies include:
customer value growth, customer conversion, customer retention
Marketing is evolving to become more ________ vs ___________ focused
customer, product
Demand Generation
entire process of developing customer demand for a product or service.
Seamless customer experience refers to:
equally satisfy experience to all touchpoints
Buying center
everyone involved in buying decision
the components of a customer lifetime value includes:
growth in amount spent with the enterprise
Purchase scenarios are:
helpful to various departments in the company
Traditional Advertising
impersonal, numbers driven, unquantifiable consumer behavior
Conversion paths:
show how people move through a website
3 steps in Google analytics process
1. measure 2. learn 3. take action
Site navigational structure
takes into account how easy it is to move around the site.
The nature of website objectives will depend on
tasks visitors expect to perform on the site.
Conversion Path
A specific online path offered to web visitors after clicking on a landing page
The customer life cycle allows marketers to:
all are correct
Chris creates a desktop website, then makes work on small screen. What problems will occur?
mobile version will be slow
Most likely reason website owners use drop down menus?
reduce data entry errors
Reasons the lead generation and management process is important include:
reducing the cost of sales
one advantage of responsive web design over adaptive?
requires less ongoing maintenance
Foundations of CRM program
sales force automation and customer service
How Does The Cloud Improve CRM?
•Potentially Lower Costs •Improved Employee Productivity
Adding SM Data to the Database
•Qualitative Data Doesn't Integrate Easily •Must Be Done with Great Concern for Privacy
Mobile-Friendly—However Achieved—Is a Requirement
•Stand-Alone, Adaptive, Responsive
To Make the B2B Website Effective
•Understand Target Audience, Create Personas •Create Right Content for Right Journey Stage •Put Content Where Buyers are Most Responsive
A Good Branded App
•Useful, Giving Benefits that Customers Like •Must Provide Value
Why don't many organizations engage in lead optimization?
All are correct
ABC cycle in Google Analytics video
Acquisition Behavior Conversion
Analytical CRM includes:
All are correct
Registration on a site can:
All are correct
Demand Generation Process
Content > Lead Generation, Qualification > Conversion > Metrics
CLV is the _________
Criterion
____________ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development.
Demand Generation
Centralized Marketing Database Includes _____________ and _____________
Interactions and Behaviors
CRM Factoids
It Is Costly, if Possible, to Reactivate Lost Customers
Benefits of Mobile LoyaltyPrograms
Larger-Ticket Purchases Reduced Marketing Costs Personalized Consumer Engagement
which of the following is a true statement about the cost of lead generation programs?
Leads generated by inbound marketing are generally less expensive
The Gap Between Marketing and Sales is Filled by ____________ ______________ ____________.
Marketing Automation Systems
Overall Process/User Considerations Same for Internet or ______ ______
Mobil Sites
Among the web design elements that help create a satisfactory customer experience are:
Multiple navigation aids like breadcrumbs and different colors for followed links
Buying Journey
Need Awareness > Research > Consideration of Vendors > Purchase Decision
Impact of Loyalty Programs
Over 3 Bil loyalty cards
Inbound Marketing Focuses on Getting Found by _________ _________
Potential Customers
Marketers Are _________ for Site Business Effectiveness
Responsible
_________ Is More Profitable Than Acquisition
Retention
Types of Personalization
Rules Based User Controlled Information Driven
B2B Foundations for CRM
Sales Force MKT Customer Service
2 types of businesses used in website examples in Google Analytics video?
Sports and baking
Lead Nurturing
The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready
B2B Buyer Journey
Who is making the purchase? What is the outcome desired? When will purchase be made?
What is Social CRM?
a dynamic, SM-based CRM process
Pull strategy
a marketing strategy that stimulates consumer demand to obtain product distribution
Push strategy
a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
Identifying and describing the target audience for a website:
is one of marketing's responsibilities the web development process
Why is it recommended to evaluate referral traffic report?
know where your traffic is coming from
What is a true statement about the definition of conversion?
likely to change for different teams
Lead Generation
the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information
Digital Websites Have Many Possible Roles
•Careful Setting of SMART Objectives is Essential
WHAT DATA CAN FACILITATE
•Differentiated Messages and Offers •Customer Segmentation That Leads to Value Growth
What Else Do eCommerce Sites Need?
•Easy-to-Follow Navigation Through Largest Site •Compelling Product Images •Fast Loading Time—All Pages
The Conversion Process
•Identify Conversion Goals and KPIs •Define and Acquire Target Profiles •Organize/Optimize Website Structure •Develop a Compelling Message •Use Effective Calls to Action •Enhance Shopping Cart, Lead Capture Processes •Test, Measure and Refine
The Many Roles of Websites
•Increase Sales (eCommerce) and Generate Sales Leads •Increase Awareness and Knowledge About the Brand •Act as a Hub for Content Marketing Campaigns •Interface with Social Media Accounts
Good Marketing Content
•Informative, not Fluffy Persuasive Content •Move Customers Through the Demand Generation Process
Important Conversion Issues
•Keep The Prospect at the Center of the Process •Central Database Stores All Data, Allows Tracking •Leads from Different Channels Have Different Acquisition Costs
How Does SM Data Improve CRM?
•Listening, Interacting, Real-Time Customer Service Added