ACE 199

Marketing Goals

1. Attract new customers by promising superior value 2. Keep and grow current customers by delivering satisfaction

Customer Acquisition Costs formula

Marketing Costs/Customer Acquired

Digital Marketing

Marketing that incorporates the components of e-commerce, internet marketing, mobile marketing, and social media

Affiliate marketing

Vendors ask partners to place logos or banners on partner's site. If customers click on logo, go to vendor's site, and buy, then vendor pays commission to partners.

SMART Marketing

Specific Measurable Attainable Relevant Time-based

Offline Marketing (aka Traditional Media)

methods of marketing that do not involve the internet (ex: direct mail, billboards, and print advertising)

CONTENT MARKETING

a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action (not blatantly selling)

Google Ads

an online advertising tool that helps businesses connect with their customers

AFFILIATE MARKETING

the process by which an affiliate earns a commission for marketing another person's or company's products.

AFFILIATE TRACKING

the process of managing and tracking marketing activities, usually through the use of a special software and different plugins installed in affiliate websites i.e.cookies

Click-through rate (CTR)

the number of times a user clicks on an online ad divided by the number of impressions

Online Marketing Channels

-Website marketing -Email marketing -Pay-per-click advertising

Google analytics purchase funnel

• ACQUISITION • BEHAVIOR • CONVERSION

Examples Of Marketing Goals

1. Convert Leads to Customers 2. Increase LTV (lifetime value) 3. Win-back

Target Market Segementation

1. Geographic 2. Demographic 3. Psychographic 4. Behavioral

Consumer Decision Process

1. Need Recognition 2. Information Search 3. Alternative Evaluation 4. Purchase 5. Post Purchase

Customer Acquisition Costs

The cost associated with bringing a new customer or client to your business, such as marketing costs, events, and advertising