Digital Marketing Exam 1

competition

"High" indicates that there is a market out there: other businesses are willing to pay for those keywords, so that is a positive. also means that they will probably be more expensive so competition is higher. The "sweet spot" for keywords are those with high volume (i.e., average monthly searches) but low competition

A/B testing

(sometimes called split testing) is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants (let's call them A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins! -want to have only one thing different so you can track what worked to convert consumers; do everything the same besides one thing to determine click through rate

What does Google's Webmaster Guidelines recommend?

-Make pages primarily for users, not for search engines. -Don't deceive your users or present different content to search engines than you display to users, a practice commonly referred to as "cloaking." -Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.

Elements of growth hacker mindset

-Product market fit: make something people want -Growth and attention: kick off growth with early adopters (who will be excited/interested immediately?) -Virality: what makes people want to share? -Optimization and retention: measure what works and repeat it -Figure out what goes viral and use it!

how to succeed in CDJ

-set priorities by stage -target the message: get to the initial stage -invest in consumer-driven vehicles (helpful & fun) - win in store: consumers decide what brand at last second -seamless brand experience Be able to be found when consumer is searching for information

content for the journey

1. consider 2. evaluate 3. experience 4. commit

Ways to target and narrow audience

1. context 2. behavior 3. retargeting

Four ways to get more value out of digital marketing

1. orchestrate an integrated customer experience 2. inspire customers to help you stretch your marketing budget 3. adopt a publisher's discipline to curb costs 4. use intelligence wisely to drive performance

ZMOT marketing strategy

1. put someone in charge 2. find your ZMOTs 3. answer the questions people are asking 4. optimize for ZMOT 5. be fast 6. don't forget video 7. jump in, fail fast no longer interrupt content, become part of the content

To find user intent

1. what question are they trying to answer? 2. What problem are they trying to solve? 3. What information would solve this for them?

How do search engines work?

3 parts first part is a program called a spider. spider constantly collects data on the web, following links in web sites and reading web pages. second part of search engine an indexer program, organizes the data into a large database, you interact with the third part the search engine software. this searches the data pulling out info according to your search

paid search

A type of contextual advertising where Web site owners pay an advertising fee, usually based on click-throughs or ad views to have their Web site search results shown in top placement on search engine result pages

Short answer: Big Skinny Case

Amazon has very strong brand equity and a high level of trust with their customers. This is an advantage because it may widen the customers base of a business like Big Skinny, that has limited brand awareness and has a website that leaves customers feeling slightly skeptical of it's trustworthiness. This could be a disadvantage because a brand risks losing it's brand image if customers buy with Amazon. For example, a customer might say, "I bought this wallet on Amazon" when talking to a friend, rather than "I bought a Big Skinny wallet". 2. Amazon may run their own sponsored search campaigns for sellers' keywords. This could be an advantage because it will drive more traffic to the product on Amazon. This could be a disadvantage because it may drive up the price of keywords. If Big Skinny is also bidding on the same keywords, they will end up paying more for those keywords because Amazon is also bidding on them. This will drive up the cost per click (and ultimately, Cost Per Conversion) for Big Skinny. 3. Amazon manages the inventory process for their partners (i.e., warehousing the items and alerting the business when they need more). This could be an advantage if a small company doesn't have the resources to manage inventory (lack of warehouse space, lack of fulfillment experience and expertise) and doesn't have the money to invest in building those capacities. The could be a disadvantage because when Amazon is managing the inventory process, a company like Big Skinny is limited in thei options they have to promote inventory they want to get rid of (e.g., heavily discounting wallets they have excess of) or slow sales of inventory they don't have enough of (stop promoting a certain style that they are running short on.)

pricing models

CPI, CPM, CPV, CPC, CPA, CPT

showrooming

Customers visit a store to touch, feel, and even discuss a product's features with a sales associate, and then purchase it online from another retailer at a lower price.

active loyalty

Emotional connection Brand advocate Net promoters love the brand do what they need to do to get it, spread positive WOM, most valuable

Keyword Planning Metrics from Google's Keyword Planning Tool

Forecasts, negative keywords, and historical metrics

passive loyalty

Habitual No WOM Open to switching --Switching costs easily motivated to switch by deals, acting mostly out of habit to ease decision fatigue

average monthly searches (google metric)

How many times those keywords were searched; high number could be too general so get more specific

How can companies that can't compete on price stay relevant?

Offer excellent service, price match, exclusive deals, loyalty programs

retargeting

ads shown to those who have already visited your site; could be creepy or annoying, can get people to buy if they are thinking about it

native ads

ads that are meant to look like content on the platform

CPC (cost per click)

advertiser pays when a "click through" happens, a visitor is delivered to the advertiser's website

CPA (cost per action)

advertiser pays when visitor performs an action (fill out form, make a purchase, engages through poll or video)

CPT (cost per time)

advertisers pay for the ad to be displayed unlimited number of times during a given time period; often guarantees of min impressions

context

based on what content is on the webpage (place0

behavioral

based on what the web user has been doing online (person)

earned media

brand-related consumer actions and conversations Ex. ratings and reviews, viral marketing, collaborative content, digital coverage from traditional media

ZMOT

emphasizes that consumers today may be influenced in several moments online prior to making a purchase decision

Growth hacker cycle

growth hacking, virality, early adopters, influencer marketing, teach yourself through experimentation

two bid columns

how much Google thinks you should bid on a click from those searches in your search campaigns; be skeptical, they want to make money from you

consumer decision journey

initial consideration set, active evaluation, moment of purchase, postpurchase experience/ongoing exposure, loyalty loop OR trigger to purchase again

Growth Hacker Marketing

main task is to build great marketing ideas into the product during the development process End goal to make growth self-perpetuating

Buzzfeed's business model

make native advertising look even more like the content that people go there for; create really good sponsored content

paid media

paid placements that promote a product, website, piece of content or anything else that an advertiser wants to pay to draw attention to Ex. sponsorship, display ads, paid search ads

parties in the ecosystem

publishers, advertisers, ad networks, ad affiliates, ad exchanges

owned media

real estate online, website, form, game, social media presence. Company invests and controls Ex. company website, blog, podcast, branded mobile apps

CPM (cost per mille/thousand)

same as CPI but costing is in terms of thousand impressions

organic search

search engine results returned and ranked according to relevance, obtain a natural placement (unpaid)

CPV (cost per view)

similar to CPI, but used for pop-ups, pop-unders, and interstitials

How does search engine determine relevance and popularity?

they use algorithms to determine what is the most useful, and then rank the information by most visited

ZMOT (zero moment of truth)

thinking about thinking about buying: be present when consumers want to start the conversation, not when you want to

CPI (cost per impression)

used for display ads, advertiser pays each time the ad is loaded on computer

user intent

what the user is actually searching for; the goal of the search Important to know so you can target yourself correctly for organic SEO