Digital and Social Media Marketing Midterm

Direct Attribution

"last click" what inspired interest to lead to final acquisition

What is the standard price for CPM

$8

Full Time Equivalent Fee

(FTE) a blended rate everyone is paid by how much time they put in of their full time

Customer Engagement Framework steps

--- Plan Consumer Objectives --- 1. Audience Definition 2. Content/Managing Strategy 3. Communication Planning 4. Budget & Plan Calendar --- Execute --- 5. content design 6. develop and produce 7. distribute and engage 8. measure and adjust

2 Questions to Ask for Bidding

1) how much are you willing to pay? 2) do you always need to show up when your keyword is searched?

System Selection Methodology steps

1. Assessment and Screening (current state assessment, requirements definition, software screening, preliminary business case) 2. Evaluation and Selection (evaluation prep, fit/gap analysis, system evaluation) 3. Planning and Approval (infrastructure planning, implementation planning, contract negotiations, final business case)

Types of Fake Installs

1. Botnets -impersonate user behavior as if a real user found and installed an app through a mobile ad. 2. App install farms - like a click farm for app installs

Types of fake clicks

1. Click bots- programed bots that do nothing but click ads 2. Click Farms- low paid workers that click ads 3. Ghost Websites - a fake website is created and made available for ad placing, with bots impersonating ad clicks

3 Types of Ad Fraud

1. Fake Impressions 2. Fake Clicks 3. Fake Installs

Types of Fake Impressions

1. Hidden Ads- ads are 'piled' together and users only see the 'top' one, while the others are hidden inside, the advertisers pay for all of the ads in the pile 2. Invisible pixels - Ad is displayed as a single pixel on the screen invisible to the user 3. Auto-impressions - ads that continually/repeatedly run when an app isn't even running 4. Ad injections - ad is placed on a website, with no consent from the site owner. Then, placed behind an existing ad, the fraudulent one keeps running, while no users see it.

Steps to applying AI

1. reach- demand generation and purchase intent (window shopper) 2. act- prospect, database contact (first purchase) 3. convert- lead, nurture and engage (indecisive customer/repeat customer) 4. engage- create loyalty ex: brand loyalty program (loyal customer/lapsed customer)

steps for storytelling on social

1. start with data 2. empathize with consumers- find the target and what they care about. show this in the content 3. plan media around consumers unique lifestyles

Judging Criteria- Reggies

1. was strategy inline with goals and insights? 2. what is the level of originality? 3. how well were the materials integrated and activation execution? 4. did results achieve the business objective? 5. how well did the activation build the brand and align with overall business strategy?

Current Mega Trends

AI Everywhere Transparently Immersive Experiences Digital Platforms

What opportunities does mobile advertising provide?

Ability to deliver ads to the right person, at the right moment Hyper-targeted to location Hyper-contextualized to need

ATL

Above the Line. Traditional Mass Advertising Rating, Frequency, Brand Awareness, reach

Digital Marketing

Act of promoting and selling products/services by leveraging online marketing tactics- social media marketing, digital advertising, search marketing and email marketing

Paid Channels

Advertising. SEM, Dynamic, Google, Social Ads, Social Boosts, Native, Paid Influencer, IP TV, Direct Lists

The Marketing Agenda: Build Brand Advocates

Advocacy. Customer and sales analytics to identify high performing segments, customer usage, service events, and churn

Networks

Affiliate Networks, Ad Networks

Tech Frightful 5

Amazon, Apple, Google, Facebook, Windows

AI Everywhere

Any aspect of learning or intelligence that can be so precisely described that a machine can be made to simulate it - began 1956 - "computers matching human brains"

Paid Campaigns 3 types of goals

Awareness Engagement Sales/lead generation

The Marketing Agenda: Communicate and Protect the Brand

Awareness. Define and execute the strategies to communicate to the markets the company's unique value proposition

audience-based strategy

B2C, B2B, B2E (business to employees)

brand health matrix

BHM. likability, familiarity. measures where you sit in the marketing funnel. starts to link brand and business

Addressable TV vs Broadcast

Being able to specifically target vs all audience seeing

BTL

Below the Line. 1:1 advertising, nontraditional advertising Cost per conversion, quantifiable leads, new customers, real metric

Marketing Danger Zone

Between the technology trigger and the peak of inflated expectations

What makes AI possible

Big Data. Comes from direct Marketing

Native

Blend in with content on the platform

CRM (consumer relationship management) is turning into..

CMR- consumer managed relationships

Most display advertising is sold on a _______ basis

CPM- cost per thousand impressions

The Microsoft Dynamics 365 top half- data- focuses on

CRM. (Consumer Relationship Marketing) Marketing, Service, Sales

Quality Score Variables

CTR: historically, the rate that users click on your ad Landing Page: the final URL destination needs to be relevant to the ad copy Ad Relevancy: the ad copy needs to relate to the keywords searched

In a commercial business. Need a....

Call to Action

AdWords Campaign Management levels

Campaign --> Ad Group --> Keyword, Landing page, Ad Text. (Keyword --> bid)

The 5 C's of SEO Success

Code Content Connections Communications Capture

Develop and Produce

Coding

MA-CM Comparison Matrix

Compares general and marketing automation functionality across vendors - all info in one place

Factors that affect ranking

Competition Bid Amount Landing Page Relevance (to the ad) Ad relevance (to the keywords) Quality Score (1-10 rating)

The Marketing Agenda: Identify Leads & Engage Customers

Consideration. Identify target customers, buyer journey, touchpoints for engagement, and alignment with sales to qualify and distribute leads

CMS

Content Management System- managing what is out in the field. i.e. Wordpress: Provides vehicle that brings the content together to form a page.

The Marketing Agenda: Drive More Revenue

Conversion. Support lead to conversion process through effective nurture programs, product/service content and offers, and customer analytics

First click attribute

Credit for traffic is given to first click to site

Last Click Attribute

Credit for traffic is given to the last click before site Default setting in Google Analytics

DMP

Data Management Platform

Owned media

Digital Properties. Database, website, application, blog, social site, voice experience, chatbot

Google Ads

Display Ads: updates based off of past searches Shopping Ads: can link to a product page and drive transactions

Rich Media

Dynamic creative Video, animation, audio Engagement beyond single click Expansion, rollover & multiple clicks

The Microsoft Dynamics 365 bottom half- intelligence- focuses on

ERP. (Enterprise Resource Planning) talent, finance, operations

Communities

Earned- go into the community and earn that community by having the community create the branded community themselves. Owned- when the brand publishes that community (ex: Harley HOG)

lookalike targeting

Find people that look like those who've clicked or converted, or your current customers

Demographic targeting

Gender Age Income Education Home Ownership Ethnicity Language Interests Location

Content Design

Graphic Arts

SEO- Code:

HTML, Javascript

Secure Sockets Layer (SSL)

HTTPS- a standard security technology for establishing an encrypted link between a web server and a browser, ensuring that all data passed between them remain private HTTP- not secure.

Rich Media potential

Has the potential of getting someone to take a small action which can lead to higher conversion rates Vendors and publishers have developed proprietary ad units

Experiential Marketing

Includes events and more individual experiences, such as a demonstration of a product's performance, extra care/personal connection, and grassroots events. Importance lies in its ability to stimulate an emotional connection and reinforce brand essence (Events, Sponsorship, Sampling)

Mobile Advertising cons

Intrusive Slow loading times Accidental taps Poorly optimized sites Difficulty tracking

Google Display Ads

Like other display ads but through google. Connected to store.

Marketing-Mix Modeling

MMM. Marketing-mix models analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities. Top-down, macro-level information. MMM analyzes aggregated historical data, customarily from offline sources like TV, radio and print, and delivers organization-level metrics around planning, spending and performance

Multi-Touch Attribution

MTA. bottom-up, granular, user-centric approach. MTA looks at individual users' digital journeys and analyzes the path to conversion across, as its name suggests, multiple touch points. This allows it to measure the impact of each individual marketing tactic.

Multivariate Testing

MVT. Involves identifying specific elements, creating versions for each element, and then creating a unique combination of each element and version to test

Re-marketing

Market to those who have already interacted with you

Current Forester Wave Leaders

Marketing Evolution and Analytics Partners

Content Marketing

Methods to tell the brand story. Create more stickiness and emotional bonding with the consumer (Media, Point of Sale (POS), Website, Packaging, Branded Entertainment, PR)

_______ is now the gateway. (A ________ first culture)

Mobile

Does the highest bid always get the highest rank?

No. An advertiser can pay less for a higher position if they have a higher quality score.

How many goals should you choose for a campaign

ONE

Earned vs Paid vs Owned

Paid- brand pays to leverage a channel Owned- channel a brand controls Earned- when the customer becomes the channel

Standard Display pros and cons

Pros: Cheaper cost and production Faster load times Cons: Limited messaging Single click

Rich Media Pros and Cons

Pros: More noticeable Higher engagement Cons More expensive CPM More expensive production More cost = less ROI

Pros and Cons of Earned Media

Pros: control, cost efficiency, longevity, versatility, niche audiences Cons: no guarantees, company communication not trusted, takes time to scale

Pros and Cons of Paid Media

Pros: in demand, immediacy, scale, control Cons: Clutter, declining response rates, poor credibility

Pros and Cons of Owned Media

Pros: most credible, key role in most sales, transparent and lives on Cons: No control, can be negative, scale, hard to measure

Premium/ 1st party

Publishers- make content. 1st party data can see everything with consumers. ex: Spotify, D Magazine, FB are all publishers

How is digital advertising bought ?

Real-time bidding on individual impressions (rather than groups of 1,000 impressions) Lower effective CPM (Less waste with targeting) No guarantee of impressions, audience is dynamic - (based on availability and competition)

Slope of Enlightenment

Realistic understanding of how a technology can be adopted. Begin to budget for it

Behavioral targeting

Recent online and offline behaviors Competitive interaction Purchases

Retailer Marketing

Recognizes a true win-win for manufacturer, retailer and shopper requires insights, collaborative planning and solutions between brand and retailer (Shopper Marketing, Omni-Channel, eCommerce)

RFP

Request for Proposal? the system selection process?

What constitutes great work?

Smart, compelling and relevant. Work that defies categorization

Which two social media platforms have a higher organic reach?

Snapchat and instagram

Standard Display

Static images Basic animation (a few frames) Limited file size Primary objective is a click

Relationship Marketing

Strategies and tactics for segmenting consumers to build loyalty. Leverages database marketing, behavioral advertising and analytics to target consumers precisely and create loyalty programs (Database Marketing, Loyalty Programs, Analytics, Buy Stage - Acquisition, Upsell, Cross-sell, Retention, Winback)

Promotion marketing

Tactics that encourage short-term purchase, influence trail, and quantity of purchase. Very measurable in volume, share and profit (Coupons, Sweepstakes, Rebates, Premiums, Special Packaging, Cause-Related, Licensing)

SEM Ad Types

Text, Shopping, Local (on maps sponsored locations)

In AdWords, the price you pay=

The Ad Rank of the Person Below You/ Your Quality Score + $0.01

Paid Media where you need to login to access is called

The Walled Garden

Veracity/Validity

The data's quality

Trading Networks

Their systems are plugged right into publisher to buy media directly. ex: Omnicom

reporting

Think about reporting as goals are being established. Ensure tracking is properly set-up from the beginning. Focus on key metrics for your campaign goals within the report, instead of reporting on every metric.

Influencer Marketing

This reflects the empowerment that technology has given today's consumer. Today's marketing needs to be a two-way dialogue including the consumer (Social Media, Word of Mouth, PR, Customer Service)

Systems

Trading Networks, The Exchange (DSP/SSP)

Post-impression attribute

Uses cookies to capture users who have viewed an ad and later came to the site - attribution window can be defined by the advertiser Tracks ad views, not just clicks (Post-impression attribution tracks ad views, not just clicks which is important for display advertising where most users do not click)

What has become the most important medium?

Video. 1/3 of all time online is spent watching video

The 3/5 Vs of Big Data

Volume, Velocity, Variety, Value, Veracity/ Validity

Questions to ask during the paid media process

What is your business here to do?- revenue/legacy/branding How do your marketing goals play into your business objectives? who are your customers? Who are competitors and how can we differentiate?

The message

What it says

Hacker Marketing

Where the media and the message become one is where innovation takes place. "The medium is the message" Now outdated. (Scott Brinker)

SEO- Content:

Words mean things. without words you are invisible to a search engine.

Why Social is not really owned...

Yes, your FB is owned, but with algorithms your content won't really be seen unless you pay to boost it. As of now it is technically owned, but moving to be 100% paid.

Social

Youtube- pre-rolls Facebook- "walled garden"

Bottom-up AI

a collection of tasks that level up to full AGI ex: cruise control +autonomous vehicle + connected to home

focused task orientation

a form of AI. works on one focused task. ex: cruise control

Demand Side Platform (DSP)

a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. used by marketers to buy ad impressions from exchanges as cheaply and as efficiently as possible

perception

ability to make relationships. calling them vs emailing them about the error.

problem solving

ability to reach out to the person who made the error and inform them

reasoning

after catching on the ability to correct the problem

Virtual Reality

all computer generated

The exchange

allows anyone in the DSP/SSP to buy the leftover inventory

AdWords cost per click model is what?

an aution style bid on the keywords (set the max you would be willing to pay) only pay when someone clicks on your ad (CPC)

measure and adjust

analytics- test and optimize to change long term plan and current executions

Affiliate Networks

another step removed from published content. sites that maintain links in order to receive a potential fee for generating traffic

Automobile

automobile manufacturers are starting to turn into media companies.

objective needs to be...

balanced between what the brand wants and what the consumer needs.

conversational marketing

bots, voice assistance

High CPM- like full episode player video - is good for

building brands. creatively rich, aligns with user behavior

Direct Lists

buying a list of people in order to contact them targeting by IP address- buy a certain device (could become owned if its a database)

google penalizes for...

buying links

conversion

can be by click or by watching ad or by an actual purchase

HTML5

can use images instead of text. text overlays the image. google cannot read the text in an image. (if you can highlight the text its readable)

ways to find links

charities, scholarships, partners and vendors, identify influencers around a topic, look at competitors links, see what journalists are looking at

Analytics =

clout (holding powers?)

social media is pushing ______ to replace advertising

content

The overlap of Earned and Owned

content and audience engagement strategies inspire people to share. the content needs to be worth being shared.

CPA

cost per acquisition

CPC

cost per click

CPE

cost per engagement

CPF

cost per follower

CPM

cost per thousand

social media- content creation

cost/content

Artificial General Intelligence (AGI)

created at level that matches and exceeds the human brain

XC

cross-channel

SEO- Capture

data tells you were to go next

Google Shopping Ads

deep links to specific product page. want to eliminate any barriers to purchase- get them as close to "buy" as possible

What are the 5 approaches to targeting?

demographics behavioral day-parting lookalike targeting re-marketing/re-targeting

Supply Side Platform (SSP)

designed by publishers to maximize the prices their impressions sell at. a piece of software used to sell advertising in an automated fashion.

Why is data important for digital marketing

digital marketing is becoming more data driven. data on performance of marketing

attribution

don't just look at the last click- need to see all touchpoints

Facebook Ads

dozens of ad units available. can help you scale. best targeting

IPTV

driven by set top boxes (ex: Spectrum Cable) able to buy by set top box and by household. if a household has different TVs you can tell who owns which TV by who watches what - can target to profile but not to scale yet.

SEO is

effectively structuring your own site and your content to rank higher in organic listings on a Search Engine Results Page (SERP).

Brand Campaign

emotional connection to the brand

Marketing Automation Tech Stack

enables singular view, control and optimization of user journey across entire marketing spectrum

social media- hard metrics

engagement and reach. quantifiable

Peak of Inflated Expectations

everyone talks about it but you don't see it. "sexy" not actually being used

_______ before you innovate

execute. innovate on small levels - from the bottom up

links

from someone else's site pointing to my site

SEO only reads...

front facing code

the law of shitty click-throughs

getting into digital practices after they're established. The more people who use it the lower the ROI. ex: Dominos has high ROI for bots because they got into it early on when it was cheaper

Ad Networks

go to publishers as distributors. intermediaries that manage large buys. Sometimes two of the same- Google Publisher and the Ad Network

good accessibility =

good code

YouTube Ads

good for creative. pre-rolls, banner display, sponsored video. need to show branding early on before skip.

Communities

groups that come together and activate around your brand. if there is a value exchange- paid. if done entirely with in the community- earned.

having a page with conversions is >

having a slightly higher rank. ie. don't mess up a page that is getting people to buy just to raise your rank a few spots

More competition for keyword = ________ CPC

higher

social media- customer sentiment

how consumers are responding

Velocity

how fast that data can be used

The overlap of Paid and Earned

increased sharing and engagement (of earned media) with paid promotion. when you make something go viral you pay people to boost that "viral" content to make it viral.

Brand Activation

inspiring action, need engagement

Enabling Technology- neural networks

interconnected neural cells. With experience, networks can learn, as feedback strengthens or inhibits connections that produce certain results. Computer simulations of neural networks show analogous learning.

The Media

is the form. Where and how it happens.

The DMP does what with data (1st ,2nd & 3rd party)

it intakes, normalizes, segments, analyzes and tags that data takes in, analyzes, normalizes, and executes in one place

Dynamic means

it is connected to shopping feed from e-commerce engine. cookies follow you

"blurring your eyes"

knowing whats mainstream and then looking to the future- see the world in a slightly different way

major search engine algorithms are based on

links

SEO- Connections

links and likes are "whuffie" algorithms are based on links

results give knowledge

look at campaigns to know what to do moving forward

If your goal is awareness choose

low cost, high-volume platforms

Plateau of Productivity

mainstream adoption starts to take off

Top-down AI

make the computer work like a brain

tracking

making sure tracking events are related to the goals you have defined

Cross Channel orchestration of the know profile

marketing automation- mail, SMS, mobile

#1 newest job title

marketing technologist

Cross Channel orchestration of the anonymous user

media tech- web, video, search, display, social

Consumers path to purchase

multi-device, complex

The overlap of Paid and Owned

multiple channels give exponential results. need a call to action to increase value

Volume

need for a lot of data

Google Search Ads

on google search network- always tex. SEM- levels the playing field with more established brands. pay-per-click. advertising is charged per click.

Exact Keywords

only if someone searches the exact query of your keywords will your ad show... put in brackets... ex: [marketing tools] will only return searches for exactly 'marketing tools'.

Day parting targeting

only running ads during specific parts of the day

Backlink (reciprocal posts)

other people re-posting your content. improves authority score. ex: a small company goes and finds influencers and shows them their content hoping that the influencers will repost

Value

overall application to business

1st party data

owned data

Search engine marketing is a form of

paid search

social media is at intersection of

paid, owned and earned

2nd party data

partner/vender owned data

Social media is now...

pay to play. Organic reach is now only 1% of Facebook page likes

blockchain

peer to peer transference of a product. a ledger that tracks who owns what and where files go

Technology trigger

people first hear about the new technology and become intrigued

How has System Selection methodology changed with the internet

people now begin further along in the stages. there is so much info available online that they don't even speak with the company before implementing their software.

Trough of disillusionment

people say they heard of it but they don't use it. Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail.

litmus

previewing on different engines - chrome vs Microsoft

3rd party data

providers you can buy data from

W3C

puts together the standards with HTML

Augmented Reality

reality + computer generated

Digital strategy is all about

reducing complexity

ROAS

return on ad spend

When is the CPM higher?

rich media, premium video

Don't stuff keywords means

saying the keywords repeatedly

Digital Marketing is similar to traditional marketing because both...

seek to develop mutually beneficial relationships with prospects, leads, and customers

earned media

sharing. mentions, shares, reports, reviews, reciprocal posts, communities

Dynamic Displays

shows the products they have looked at before (re-marketing) to drive conversions

SEO- communications

social gets links

what is the best way to build links

social media engagement

It is important to do what as you deploy technology

stay focused on your specific areas

channel-based strategies

strategy on FB, Mobile, etc. based around the channel instead of around the consumer, not thinking about the consumer. in reality would be much more effective if you reach consumers in 2+ channels

Native Ads

takes on landscape of whats around the ad. pertains to what the consumer is already looking at benefits: capture more attention, build relevance and trust between consumer and brand, empower consumer to take action rather than interrupting them.

Marketing automation

targeting people through email, SMS, and mobile based off of their interests. templates build their messages.

Gartner Hype Cycle

technology trigger, peak of inflated expectations, trough of disillusionment, slope of enlightenment, plateau of productivity

There is a new focus on B2B because

the B2B transaction has a higher value

general learning

the ability to "catch on" understand, to reason, to make judgements. ex: if someone put in wrong info ability to catch on

SEM is

the act of paying for placement within the sponsored listings of a search engine by paying each time your ad is clicked.

Content must appeal to

the end user and the search engine. - focus on the end user.

The mechanism

the function or the experience. How it behaves

The medium is the message means

the medium is the most important part of what you are communicating

Enabling Technology- Moore's Law

the observation that computing power roughly doubles every two years.

algorithms

the rule of how you want the computer to process the information

What to prioritize

times, budget, effort, channels, partners, campaigns, consistencies, projects, whats next

Low CPM- like banner ads- is good for

to build scale. provides impressions or reach

Organizations that look at trends

trend hunter, ad age

Variety

types of data sources to buy

URI

universal resource identifier. shows campaign, medium, source to know exactly what campaign is performing well and where the activity is coming from ex: source- LinkedIn ; Medium- social; Campaign- dynamic ....

storytelling lead

use content to tell the story

UX

user experience- how an individual works through the experience with the brand

UI

user interface- what you see on screen

digital innovation

using digital tools in a new way

programatic

using machine learning to make advertising. loss of the creative "art" execution

instagram ads

very visual "phone stopping content" much higher (the highest) engagement stories are 2/3x more impactful for clickthrough video

Influencer outreach programs

view them from a far and invite in if a good fit.

Open Web Displays

websites anyone can go to. for recall- re-targeting from website Can impact marketing mix use lifestyle imagery to build brand equity and perception ex: ESN.com

lead with strategy

what you are trying to accomplish and how you will accomplish that

Big Stage

when companies take advantage of where their target market is. ex: Olympics, Grammys, Super Bowl attributed to halo effect

mass and sustainable PR

when everyone starts to talk about your campaign

position 0

when you search and answers come up with out clicking onto a site. where you want to be.

Distribute and Engage

where the capabilities of tools comes in- able to target more personally.

Now where does marketing innovation take place?

where the mechanism becomes the message. From "the media is the message" to "the mechanism is the message"

broad keywords

your ad will show for any search that has your keywords in any order and for synonyms, and misspellings... do nothing... ex: 'marketing tools' will allow 'tools for marketing' to show your ad.

Phrase Keywords

your ad will show up for any search that has your keywords phrase in it.... put in quotes... ex: "marketing tools" will allow 'best marketing tools' searches to show your ad.

Communities help brands connect with their customers and serve purposes like...

•Customer Service : In many communities the customers are as likely to handle a "how to" request as someone working on the brand team. •Research : When the brand is leading the creation it can lead to not only brand advocacy, but a treasure trove of data on how best customers behave. •Product Development : Some communities are used to inform product development, especially in the technology and B2B world.