Chapter 3 Marketing

Call-to-action buttons

Buy Now, Learn More, or Show Your Support encourage visitors to delve deeper into a website, to explore other pages and, in general, spend more time on the site.

organic search

When a user enters a keyword in a search engine like Google, this process ensues that determines the ranking that appears on the search engines page. The more relevant the key term, the higher the ranking will be on the search engine's page.

Four basic ways of generating revenue from apps

ad-supported apps, freemium apps, paid apps, and paid apps with in app purchases

Blogs or Microblogs

allow people to share their thoughts, opinions and feelings with the entire world (I.e. twitter)

Freemium apps

are apps that are free to download but include in app purchases that enable the user to enhance and app or game

Personal blogs

are created by and usually for individuals, with relatively few marketing implications.

Ad-supported apps

are free to download, but ads appear on the screen. They generate revenues while users interact with the app.

Develop the budget

budgeting is key. Demand nearly constant review. Money should be allocated for digital marketing

Engage the Customer

comes action, the potential for a relationship and possibly even loyalty and commitment. Positively influenced consumers tend to be more profitable consumers. Negative influences has the potential to be even more damaging then positive engagement is beneficial

Corporate blogs

created by the companies themselves are central to their digital marketing efforts. These can educate customers as they discuss their products or services and create excitement when they promote special offers. A high degree of control comes along with these

Three main categories of analysis

first, it is important to determine the amount of traffic using their sites, visiting their blogs or tweeting about them, second, learn who the visitors of the social media page are and what they are doing and what engages and excites them.

How to do a digital marketing campaign

identify strategy and goals, identify target audience, develop the budget, develop the campaign, monitor and change

Connected effect

is an outcome of social media that satisfies humans' inmate need to connect with other people.

Network effect

is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster's vast connections across social media, causing the information to spread instantaneously.

Three stage process to engage customers

listening to what customers have to say, analyzing the information available through various touchpoints and implementing social media tactics to excite customers.

Use multiple channels

most loyal customers

Seven primary needs that apps meet

need to find "me time", socialize, shop, accomplish, prepare, discover and self-express

Page views

number of unique visitors

Digital Marketing

pertains to all online marketing activities, which includes all digital assets, channels, and media, spanning not just online but also social media and mobile marketing

Social media

refers to online and mobile technologies that distribute content to facilitate interpersonal interactions, with assistance of various firms that offer platforms, services and tools to help consumers and firms build their connections.

Beacon technology

technology that allows companies to detect where customers are at each moment through their smartphones (I.e. coca-cola uses this technology to offer their customer a free coke when they walk into somewhere).

Communication

that appear on any website of blog determine how effectively the firm can interact with, educate and engage visitors (ie all websites provide a mechanism for customers through live chat, instant message, telephone or e-mail)

identify strategy and goals

the firm has to determine exactly what it hopes to promote and achieve through its campaign

Hits

total requests for a page

Crowdsourcing

users submit ideas for a new product or service, and or comment and vote on the ideas submitted by others. (ie. Legos allow individuals to upload ideas for new LEGO products)

Monitor and change

review the success of the campaign and make changes as necessary. After analyzing their digital marketing analytics as well as their website traffic data, firms should make the necessary changes to increase their brand presence online and improve their digital conversion rate.

Timeliness effect

social media engagement is concerned with the firm being able to engage with the customer at the right place and time, that is 24/7 from any location

Social Media engagement components

spreading relevant information through various channels and identifying the context and receiver of content

Core goals

the primary goal of any website is to engage its users by encouraging them to spend time viewing and interacting with its content. The goal may be to engage the customer or it may be to educate the customer about the product (I.e. Hasbro used online marketing with its website and youtube to promote moonflowers)

Keyword analysis

determine what keywords people use to search on the internet for their products and services

Identify target audience

determine whom the firm is targeting

Develop the campaign

experiment and engage. An aspect that is more critical with social media than with other forms of IMC is that the images and messages need to be updated constantly

Firms use these primary online channels for a variety of goals that reflect the 4Es

informational websites that educate consumers, entertaining websites that excite them, transactional ecommerce channels to help them experience the products they sell, culminating in websites that engage with consumers

Professional blogs

instead are written by people with some particular expertise, who review and give recommendations on products and services. Marketers have less control over these types of bloggers than they do their corporate blogs. (ie Influential bloggers like Steph Curry help establish his reputation as a reliable source of information)

Context Elements

involves the traditional contextual elements, such as design and navigation. These elements must be in alignment with the target market.

Search engine marketing (SEM)

is an activity used in online searches to increase the visibility of a firm by using paid searches to appear higher up in search results

Dynamic effect

is describes the way in which information is exchanged to network participants through back and forth communications in an active and effective manner. Back and forth is an active and effective manner. The effect expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change. (Time dependent and urgent)

Paid search

is similar to conventional advertising because firms pay to appear higher up in the search results, and also often pay additional fee every time a user clicks on their entry

Information effect

is the outcome of digital marketing in which relevant information is spread by firms or individuals to other members of its social network. The relevance of the information, and therefore its impact, depends on its context and the receiver.

Sentiment analysis

marketers can analyze the content found on sites such as Facebook, Twitter and online blogs and reviews to assess the favorableness or unfavorableness of the sentiments

Content

marketers must continually monitor the information content they share digitally to ensure that the information is relevant to its target mark and creates excitement, such that they will be interested in engaging more with both the website and the firm. Compromises text, graphics, videos and audio

Educate the Customer

An imperative of well-designed digital marketing offers is that they have a clear call to action to draw customers through their computers, tablets and mobile devices into online websites or traditional retail stores

Commerce

Consumers rely on websites, others want a mobile app that enables them to shop quickly

7C Framework for online marketing

Core goals, context elements, content, community, communication, commerce, and connection (encompasses seven critical elements that marketers must consider carefully when devising an online marketing strategy and designing websites and blogs to target and appeal to both potential and current customers)

The objectives of digital marketing (the 4E framework)

Excite customers with relevant offers, Educated them about the offering, Help them experience products (whether directly or indirectly), Give them an opportunity to engage with the firm's digital marketing activities

Social Media Engagement Process

Listen, Analyze, Do

Excite the Customer

Marketers use mobile applications and games to get customers excited about an idea, product, brand or company

This connection in social media is bidirectional

People learn what their friends are interested in, but they also broadcast their own interests and opinions to those friends

Experience the Product or Service

Sites can come relatively close to simulating real, rather than virtual experiences. (I.e. sephora can converse with customers, include how to videos)

Showrooming

a customer visits a store to touch, feel, and even discuss a product's features with a sales associate and then instantly compares the prices online to see whether a better deal is available.

Conversion rate

a measure that indicates what percentage of visitors or potential customers act as the marketer hopes, whether by clicking, buying or donating

Bounce rate

refers to the percentage of times a visitor leaves the site almost immediately, such as after viewing only one page.

Click paths

shows how users proceed through the information

Connection

The final E of the 4E framework involves engagement. A good website of blog engages customers and provides them with a call to action- whether to buy, post, review, comment or share

Paid apps

charge the customer an upfront price to download the app, but offer full functionality once downloaded

The Wheel of Social Media Engagement

comprises these fundamental drivers of social media engagement as five related effects as shows