MKTG 473 Exam 1

brands curate messages, stir and direct the conversation, nurture to desired brand

Coke and happiness - (open happiness, make someone happy)

IoT digital marketing impact

Easy Exchange of Sales Data Smart devices that can gather this data and supply it back to you in real time, without the need for IT professionals to direct or monitor the interaction, will allow businesses to create informed marketing strategies and improve ROI on future sales. Smarter CRM: Instantaneous Customer Analysis IoT will be able to do more than simply gather and organize client data; it will be able to efficiently and accurately analyze that data as well, providing you with actionable results regarding your consumer base. Devices That Know They're Dying IoT devices could eliminate that down-time, by constantly monitoring their own functions and contacting technical support when necessary. Predictive Social Media The IoT is already optimized for use with social media, allowing automated posts and shares to be regularly generated by the devices themselves. Imagine a 100% CTR (Click Through Rate) Brought together, these factors all point towards one final goal: smarter, more relevant advertising In place will be a new world in which advertising must be beneficial and completely relevant where no prospect is served an advertisement that doesn't 100% align with their interests, behaviors, and past purchases

Pull Marketing

A strategy to increase demand for products or services by reaching consumers directly and convincing them they have a previously unknown need or problem that can be solved by a specific product referral, website SEO, Videos, Networking, publication, Speaking, Blog, Social Media, Affiliate

Paid Media

Advertising on TV, print, online mobile devices, billboards, radio

Earned Media

Any media that is posted/shared from people outside the company

Keyword/topic Phrase trending research

Brainstorm ØList your products and services, add more descriptive words - adjectives, adverbs and verbs, making phrases ØOrthodontist >>> Anaheim adult orthodontist Check website analytics for search referrals and site search results ØAcquisition section shows this data and basic charts Look at competitors ØSearch your competitors Search Engine's help ØGoogle's autocomplete, Suggested Searches related to "[ ]" Keyword research tool

The Old Paradigm

Brand messages pushed to consumers -> Print, radio, TV, billboard... Instinct and familiarity drove sales -> Consumers with very little info at their fingertips We lived in consumer guesswork -> Surveys, studies, media measurements (if lots of people watch then u should advertise)

Owned Media

Branded Websites, selling company's blog, selling company's social media, email, newsletter

Memory Mirror

CRM - customer relation management - all of her data is being stored there, how long did she keep it on, what did she try on, sizing, etc Left the store and didn't buy anything = Can connect the mirror with email, cell and maybe even socials, also has pictures Could email pictures first, could also give a bundle or discount offer WANT CONVERSION, ***EMAIL is the most valuable piece of digital marketing Take image from CRM and deliver as insta ad

AR examples

Greeting cards with 2D or 3D content, commerce uses to preview product and features without opening the packaging, scan a print "trigger" to activate a video message, georeferenced models for construction sites, Education: Text, graphics, video and audio can be superimposed into a student's real time environment. L'Oreal Paris started developing a smartphone and tablet application called "Makeup Genius" allow tourists to experience simulations of historical events, places and objects by rendering them into their current view of a landscape First down marker for NFL games on television

three types of machine made content

Modular content: highly templated, formulaic content which is often data driven. Creative support: AI-powered tools which enhance the creative and analytical strength of human writers. Messaging chatbots: AI-powered bots using natural language processing which are able to sustain one-to-one conversations with prospects and customers through social media, web applications and email.

Tag visual content for search engines

adding an ALT description to all key images and, if relevant, a caption. This is vital for linking images as their ALT tags act like anchor text, so are given much more weight than for non-linking images.

user-generated content

any content posted by users, followers, influencers

long tail keywords

are more complex queries that contain more words and are much more specific in nature. Individually they attract a much lower volume of search traffic than their short-tail counterparts, but cumulatively these long-tail-type queries account for the lion's share of internet search traffic.

PR strategy

content marketing is not PR in 'new clothes', likewise content strategy is not identical to your PR strategy. They should share fundamental similarities, such as brand message and voice, but they differ somewhat, often, with their target audience. For example, some PR and corporate communications strategies are targeted towards journalists and government, rather than the consumers they may want to target with content. Relying on your PR strategy to become your content strategy is not always feasible or advisable.

10 years ago the seller was in control

now the buyer is in control

Organic Content

original content you created

most important part of website

the CONTENT

ground breaking piece of technology

the iphone

cloud based

the key to using leveraged data. The Internet of Things doesn't function without cloud-based applications to interpret and transmit the data coming from all these sensors

Google LSI

used to need exact match for keywords, now the contents of a webpage are crawled by the search engine and the most common words or phrases are combined and identified as keywords of that page. LSI also looks for synonyms that relate to your target keywords.

Sucessful keywords

volume: the number of people actually using that term to search; competitiveness: the number of other sites competing for the same phrase relevance; profitability: based around the products or services with the best margin.

the new customers journey

ØUnlimited amount of information, more competition all around ØOnly 25% of American consumers are swayed by a brand's reputation (2016) ØInformation NOW on-demand (p.17) at the consumer's fingertips creating a modern consumer who is confident On demand - any time, any place, anywhere: as digital technology becomes more ubiquitous in people's lives, the corresponding acceleration of business processes means that consumers can satisfy their needs more quickly, more easily and with fewer barriers. In the digital economy, trifling concerns such as time, geography, location and physical storage space are becoming irrelevant. It is a world of almost instant gratification - and the more consumers get of it, the more they want it... now, now, now!

Examples of Metaverse

•Roblox. •Fortnite. •Meta Horizon. •Second Life. •Minecraft. •The Sandbox. •Decentraland.

evoked set

- the brands you think about when looking at a product or service. Ex: want to buy new gym shoes -> think of Nike and adidas first

AI definition

AI refers to technology that can make machines think like human beings and robots can work the way humans use to do

AI generated Images

Picture of girl on beach named Mila - deemed an influencer but not actually a real person High following = just popular Influencer = have to promote something (commercialization aspect)

Why Search marketing is important

Search Marketing increasingly finds content personalized to the searcher with the right type of content for that search. Search doesn't just give insight to topics/keywords, but where they are in the buying cycle at that moment.

content calendar

Seasonality: think about the key seasons and trends in your business and what content you want to create in the run-up to and during these times of year. Topics: for each month, pick strong themes that can break down into subcategories. Think about events that you could write about that take place in any given month. Timing: break down your calendar month by month, then week by week, then day by day. This will increase the structure and regularity to your work. Share: share your content calendar with your team of content creators, both internal and external, as well as all of your other marketing channels. If you can give your SEO, social, PR and display teams insights into what content you are going to be creating in the future you will have a better chance of achieving a more integrated digital marketing strategy.

AI examples

Chat GPT - only goes to 2021 - so events that happened a month ago - it wont know as well (still updating today) Search page on insta - form of AI (predictive social media) - working towards getting smarting when it comes to predictions Alexa: responds to user requests and executes those. To do that, all virtual assistants depend highly on AI technology. They also utilize automation and machine learning (ML). Uber: Platforms like Uber and OLA leverage AI to improve user experiences by connecting riders and drivers, improving user communication and messaging, and optimizing decision-making. For example, Uber has its own proprietary ML-as-a-service platform called Michelangelo that can anticipate supply and demand, identify trip abnormalities like wrecks, and estimate arrival timings.

outsourcing content

Freelancers: you can go through the laborious process of recruiting a freelancer to work on your content. Many organizations operate in this way. The bonus is that you can build up a relationship with a dedicated content creator who ideally comes to understand your content objectives. The downside, however, is that individual freelancers typically have more than one client, which means constantly changing deadlines and periods when they are unavailable (not to mention they do occasionally go on holiday and get ill too). Also, when it comes to scaling up your content needs, few individual freelancers can cope with volume content requirements on a regular basis. Managing their deadlines, proofing their work and providing feedback all come down to you. The process can work well, but provided you invest the time to recruit and nurture the right person. Cloud-based content platforms: there are a growing number of collaborative platforms that service the content requirement needs of brands and their agencies. These platforms are effectively online marketplaces that connect those who need content, with those who can create it. They recruit content creators and take a small percentage of your content fee. They are relatively simple to use and can help you to scale your content production easily. But note that in many instances the content creators on specific platforms are of differing levels of quality. Again, your strategy and managing and proofing the content sent to you are your own responsibility. Recruit a content agency: as we have set out throughout this chapter, content marketing is increasingly becoming a separate function to your other digital marketing channels. Specialist content agencies are springing up to aid brands in their content marketing needs. The benefits of recruiting a specialist content agency are that you can use their expertise and services to develop your own content strategy, to create a content calendar for your business, and to ensure that you are receiving quality content to deadline. You also have someone to brainstorm ideas with to ensure your content is good, and someone to help you champion the cause for content within your organization. The negative side is that some, if not most

Gen C

Generation C is not defined by an age group, but by their connected behavior...it's an attitude & mindset ØAn entire generation has grown up watching content on their own terms...consuming it when, where and how they want to ØDefined by the Internet, mobile and social Ø80% of Millennial has Gen C characteristics ØInfluence $500B of spending annually in US 45% of Gen C are "light TV viewers"...consume via multi-screen ØMost Gen C use YT as destination by actively searching for videos ØHalf on smartphone, half desktop Ø18% watch on smartphone because it was shared socially ØMany YouTube users are 35-65+, so this is why it's more of a behavioral segment, not demographic ØBut YT puts investment only behind audiences 35 and below

Blind Loyalty

Haven't had any disappointment -> Blind loyalty -> never had adidas in mind as much as they advertised

Reasons for the shift in content marketing

No technology barriers ØAnyone can create and publish content today Talent availability ØMore professionals, and brands bringing them in-house Content acceptance ØMillennials expect content, and 80% want to be entertained through content marketing. Social media Ø90% of businesses trying to use social media to get to customers Google ØAlgorithms now value page content more than keywords/tags

AI: what will become problematic?

Problems in the future: Everyone is contributing to one type of technology, they are growing so fast and need to understand it as fast to control it. 3 seconds of your voice and they can AI generate anything AI Scams - Laws and oversight is not as fast as it is being created AI filters on Tik Tok (lip filler example)

Consumer 2.0

Pushing messages has become futile ØUnlimited amount of information, more competition all around Digital media channels that now exist ØDevelop deeper connections with consumers, Prosumers (p.17) ØBrand evangelists champion your brand, feed media channels, facilitating the message to your targeted consumers ØSocial Media Influencers, but humans influencing others has happened since the start of time Brand image is something marketers no longer create ØWe're now farmers: we seed & fertilize consumers

spring break advertising example

Shift from demographic to behavioral marketing (advertising spring break trips to college students on instagram to everyone at PSU (demographics) - problem with that is there are a bunch of students that won't go on spring break trips for a variety of reasons, to avoid this you simply need to look at past behavior (search history "spring break trips 2024") Now you only advertise to those that have indicated they are looking for spring break

Short-tail keywords

Short-tail keywords are simple one- or two-word phrases that are typically very general in nature and attract a large volume of individual search requests. Long-tail keywords, on the other hand, are more complex queries that contain more words and are much more specific in nature.

Key traits of online consumers

comfort with digital media, their diverse behaviors, and their need for instant gratification and flawless experiences.

Meta Tags

contain information that is accessible to browsers, search engine spiders and other programs, but that does not appear on the rendered (visible) page for the user. This meta-data was once used extensively by search engines to gauge what a page was about - especially the once obsessed-over meta-keywords tag.

Search Strategy

content is now at the heart of any search engine optimization strategy. Search engines love unique, quality content that enhances the user experience. Keywords, link building and content gap analysis are important elements of search and are welcome add-ons to your content strategy; but your content strategy should be far more than just a list of keywords, meta-data rewrites, link-building initiatives and landing pages.

Social Strategy

content is the lifeblood of any brand's social platform. Whether a business to business (B2B) approach on LinkedIn and Google+, a consumer angle on Facebook and Twitter, or something that incorporates all social platforms, content is what drives brand engagement. But the content needs to appeal to the right people, as well as the right platform. Social strategy will inevitably feed into your overall content strategy, but it should not rule it. You need a content strategy in place in order to succeed with social media; but you don't necessarily need a social media strategy to succeed with content marketing. Your content marketing strategy should come first, followed by a social strategy that makes it easy for your audience to share the content you are creating.

Push Marketing

focused on interrupting potential customers, usually through the purchase of ads Direct mail, TV/radio, Print Ads, Cold Calling, Telemarketing, Trade shows, buying leads, pay per click, email blasts

three biggest factors in local listings

he number of citations, the number of reviews (primarily on your Google Places listing, although other places do count) and how positive the reviews are overall. From what we have seen, positive reviews will trump citations, so persuading your customers and clients to recommend you on your Google local page is the single most important thing you can do.

Gary Vaynerchuk

is an entrepreneur/digital marketer who is respected as one of the most followed opinion leaders when it comes to how to market yourself/your product in the digital world. -His social media own accounts give digital marketing insight, motivation, and expertise to his millions of avid followers. -The point of his best selling book "Jab jab jab, right hook" is a metaphor for how Content Marketing should work -Jabs: Providing smaller amounts of value to the consumer over and over. The jabs don't necessarily knock out the opponent, it just sets you up for the big knockout punch. -After jabbing and wearing down your opponent, then you are set up for the right hook, which in this case is the ask for business. If you were to have gone for the right hook without jabbing, you most likely will not knock out your opponent.

Internet of Things

is the internetworking of physical devices, vehicles, buildings and other items—embedded with electronics, software, sensors, actuators, and network connectivity that enable these objects to collect and exchange data

AR

live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data

Prosumer

online consumers are getting increasingly involved in the creation of the products and services they purchase, shifting the balance of power from producer to consumer. They are letting producers know what they want in no uncertain terms: the level of interaction between producer and consumer is unprecedented. Individuals are more involved in specifying, creating and customizing products to suit their requirements, and are able to shape and mould the experiences and communications they receive from producers. Traditional mass-production and mass-marketing concepts are rapidly becoming a thing of the past.

Quasi Loyalty

ready to purchase something, want sneakers but $140 is too much (being price consious), because of that you are open to other suggestions Critical moment examples: ooo I can get it in 1 day, or oo they have the shoes in the color I want, or certain influencer wears them Parents buying first car for you - it was nice and did the job, now time for you to buy one, you have no loyalty to a car brand, you just want a 4 door sedan, searching on google, articles about best 10 sedans come up, want to drive a bit so looking for 30+ miles per gallon, generic searching on google,

How did Amazon start?

started selling books -> could study consumers for taste and preference and it was easy to ship (wasn't being done yet) Second biggest game changer is the amazon launch of their app

content marketing

the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. Leverage all story channels...from attention, retention, loyalty...on all levels of the buying process ØTraditional marketing and advertising is telling the world you are a rock star. Content marketing is showing you are one.

The title tag

the text it contains is what appears in the title bar at the top of your browser window when you visit a web page. It is also, crucially, the text that appears as the 'clickable' blue link for a page when it is presented to users in the SERPs one of the most important on-page factors used by the search engines to rank your page. At this stage most, if not all, SEO experts agree that appropriate use of the title tag is a key factor in ranking well in the SERPs, and advise weaving your primary keyword(s) for a page into the title tag whenever possible (see Figure 4.1). Just remember not to sacrifice readability for your human audience. 2) The title is the first glimpse of your content that a search user will see. Giving your pages concise, compelling and informative titles will entice more users to click through to your page when it appears in search results

Syndicated

when web-based content is re-published by a third-party website. Any kind of digital content can be syndicated, including blog posts, articles, infographics, videos and more. Social media specifically you are sharing it from a user-generated or publisher platform like an ESPN, CNN or other credible source.

A delicate balance for brands and digital

•46% of respondents unfollowed brands for posting too many promotional messages, •41% unfollowed because of irrelevant information, •35% unfollowed brands that tweeted "too much" (Moore, 2020). Brands risk losing followers and, in turn, potential consumers. This problem has become even worse due to the Coronavirus Endemic since people are watching significantly [consuming more media] more television and surfing the web more frequently than usual, as noted by Sasidharan (2020).

Drones

•Amazon in Aug '20 received approval from the Federal Aviation Administration to operate its fleet of Prime Air delivery drones. •The approval will give Amazon broad privileges to "safely and efficiently deliver packages to customers," the FAA said. Has not materialized yet. Amazon joins UPS and Alphabet-owned Wing, who previously won FAA approval for their drone delivery operations

Metaverse

•Early conceptualizations describe the metaverse as a new computer-mediated environment that consists of virtual "worlds" in which people can act and communicate with each other (Henning-Thurau et al., 2022) via avatars (Miao et al., 2022). •The metaverse involves •hardware that could include a 2D platform such as a laptop or tablet to a 3D distinct set of hardware (i.e., head-mounted virtual-reality devices, or headsets) •serving as a main gateway connecting to a unique operating system (e.g., Meta/Oculus) through programs or apps offering virtual "worlds" (e.g., Altspace by Microsoft, Horizon by Meta) creating a unique social space for a variety of activities from entertainment to work collaborations (Henning-Thurau et al., 2022). Can have total 3D, mixed experience (example: NBA Oculus Go) - expands to mass audience outside of gaming

How AI can help

•can be the key for brands on the digital frontier in the next decade by providing insights that help companies understand consumer frustration and "bypass brand fatigue." •analyze customer engagement over multiple channels and determine when, where, and how often you should post to reach a specific customer segment. •understand customer needs and recognize lifestyle changes by analyzing email and purchasing habits. •these insights will help companies provide more value to their consumers and hopefully target them at just the right moment in time. •predicting future trends based on fluctuations in the market.

anthropromorphism

•refers to the tendency to attribute humanlike characteristics, intentions, and behavior to nonhuman objects •Anthropomorphism condition in the music entertainment context •Low: (avatar, cartoon) •Horizon World: Post Malone •Fornite: Travis Scott, Marshmello, Ariana Grande •Roblox: David Guetta, Saweetie (Super Bowl) •High: ("life-like") Justin Bieber (Wave company technology) Human: Foo Fighters (Meta

Google EAT

Expertise, Authoritativeness and Trustworthiness

External and Internal links

External links: these are links that reside on pages that do not belong to your domain - in other words, links from other websites. Internal links: these are the links that reside on pages that belong to your domain or subdomains - in other words, links between pages on the same website, or pages that reside in subdomains of the primary domain.

Popular IoT examples

Fitbit, Smart Fridges, Alexa, Sesame smart lock, Fitbark, Magic Bands, Coke Touch Screen Machine

Make your site easy to crawl

Make sure your site works for both, and that each page includes relevant text-based content; avoid flash-only sites and frames, which are difficult for spiders to crawl effectively; and make sure that every page on your site can be reached via a simple text-based hyperlink. All flash website - Difficult for spiders to crawl. While search engines have improved their ability to index text-based content within flash files, excessive dependence on flash is still a bad idea for both SEO and usability. JavaScript navigation - Spiders often don't activate JavaScript code, so unless you implement an alternative they may struggle to reach other pages on your site via script-based navigation. Make sure you have at least one regular, text-based hyperlink to every page on your site. Frames - Frames are notoriously difficult to implement effectively from a user experience perspective, are very rarely necessary, and often cause indexing problems for search engine spiders. Image maps and other non-text navigation - Some spiders may have problems following these links. If you use image maps for navigation on your pages, make sure you have alternative text-based hyperlinks leading to the same pages. Dynamically generated pages - Less of a problem than it used to be, but some spiders can have trouble with very long dynamically generated URLs that contain too many parameters (?W=XYZ). Try to configure your site to use 'Search Engine Friendly' URLs where possible, or at least restrict dynamic URL parameters to a maximum of three. AJAX - See notes for JavaScript above.

inbound marketing

Marketing activities that draw the attention of customers through blogs, Twitter, LinkedIn, and other online sources, rather than using more traditional activities that require having to go out to get customers' attention, such as making a sales call.

informed consumers

They research, hyper-informed, and brand interaction and sentiments foster over time ØSuper-empowered, ØUltra-informed, ØHyper-connected, and Brand evangelists but how loyal ultra informed and hyper connected, can buy anything you need in under 2 mins and have it delivered quickly Open to new brands

Language of Search

Title 35 - 65 character count ØShould include keyword/page title, company/website name Description 135-165 character count, include page keyword too URL slug Keyword ideally would be included here as well Alt Text for images Description of image, including keyword google likes at least 300 words for the page count

Content Strategy

Content marketers need to be both left-brain obsessives to live and breathe the data and right-brain creators for storytelling Working through the entire customer journey of needs and wants through post-purchase to develop the loyalty loop of that customer Data analysis finds opportunities for trends to combine with creativity to formulate the overall content strategy One-two sides of a paper including, and then build take tactical part and build a content calendar - brand, products, small business, etc. ØKPIs are important to identify ØPage 219 in UDM ØGood content is social currency to drive the lead down the funnel to the purchase

framework for digital success

Create stories for your brand ØUse your liquid principles Feed and curate digital channels - 10 p's (p. xi) ØStrategically place your message in digital channels; many more chapters in the UDM book about this. Determine ROI of strategies, achieve? ØGoals, channel interactions, conversions. Sales, leads, follows. Refer to the A-C-P Test, measure and refine ØUse analytics. Hire experts. KPIs