Digital Marketing

Meta Tags (SEO)

(Located in the code of each page on your website) This is a paragraph of text that describes your page and appears underneath the header/link of your page on google. This is seen by the user but not weighted heavily by google. Many Search engines will completely ignore keyword meta tags

Google Keyword Planner

-Oriented for paid search -Must be logged into AdWords to use -Provide keyword ideas, monthly search volume, & suggested bid price

Mobile Behaviour

1. Look up or find information on-the-go 2. Expolore/Play when they have time to kill 3. Check in with news or update their status on social 4. Edit/Create - when they have to make small or urgent changes to docs/photos

Online Persuasion Techniques

1. Scarcity - Examples include: Referrals: Must be invited by someone else, membership is limited. Countdowns: Only 2 seats left at this price on this flight. Amazon deals 92% claimed, 25m left. 2. Social Proof - Independent peer reviews E.g. Trip Advisor reviews 3. Completion - Consumers have a psychological disposition towards loss aversion. E.g. loyalty cards where they have to buy 9 drinks to get the 10th free. 4. Choice - Anchor them with an unreasonably high price to set a frame of reference, then charge a bit more for much more "value"

SEO - Webpage Formatting (3 Tips)

1. Title, Heading and URL are the most important placements for keywords and phrases to improve Google ranking. 2. Inserting a tag underneath the header in HTML can improve google ranking because it allows the google spiders to read the webpage more easily. 3. Page title needs to be unique for every webpage and should include your keywords.

Mobile Usability Checklist (7)

1. What happens when someone visits your site on their mobile? 2. What happens when a search is done on your site? 3. Do we have mobile response mechanisms on our above-the-line campaigns? 4. What is the app store experience? 5. What is the mobile social media experience? 6. What is the mobile experience like on different phones? 7. What is the mobile email experience?

Quality Scoring Equation (Google Ads)

70% Cost Paid + 20% Expected CTR + 10% Wording/account age/past CTR

Data Management Platform

A Data Management Platform (DMP) is a system that allows the collection of audience intelligence by advertisers and ad agencies, thereby allowing better ad targeting in subsequent campaigns. Serves Advertiser, Agency, DSP, SSP, Exchange, Network, Publisher.

Social Signals

Are other people on other websites, especially Social Media, referencing your page? If so, these "recommendations" increase SEO ranking.

Budgeting Google Ads

Control Your Own Spending - Set a Daily Budget - Set Your Maximum Cost-Per-Click (CPC) - Only Charged for Clicks - Use Google's Traffic Estimator

Care (Google's Purchase Model)

Current customers, with 2 or more commercial transactions. E.g. People who have purchased multiple fitbits.

Performance (Digital Culture Transformation)

Financial (Can we connect KPIs to $$$) Innovation (Are we trying new things?)

Expanded Text Ads (Google Ads)

Google increased the amount of text you can use in your search ad. - 3 Headlines - 2 90 character description fields - Your URL will show as www.example.com but you can also add 2 "Path" fields e.g. www.example.com/hiking/shoes

Google AdWords

Google's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network. The price of a Google PPC Ad depends on how often a keyword/phrase is searched and how much it will cost you to go to the top of the list.

AnswerThePublic.com

Helps you to find out what people are asking about a certain subject. Informs you how to format your page and what blog posts to write to attract the most people. - Over 50% of searchers are using keyphrases with three words or longer. - Around 30% of users search with two word phrases.

Upwork

Hire Freelancers

CRM (Customer Relationship Management) System

Involves managing all aspects of a customer's relationship with an online system to increase customer loyalty and retention and an organization's profitability e.g. Salesforce

Measures of PPC Success

Key Statistics to gauge the success of your ad are: • Cost Per Click • How often it appeared • How often people clicked

Judging Influence

Klear.com and Hypeauditor can help determine the quality and reach of social influencers. SimilarWeb can also determine website traffic of websites you might be interested in advertising on.

Ad Network (Limitations)

Lack of transparency — site reporting often masked Fixed CPM — all impressions cost the same regardless of value No automation — need to use an IO to contract each buy

Visits

Number of times a session is started and ended, can be by the same person

How do people find apps?

People find apps (in ranking order) 1. General App Discovery 2. Word Of Mouth 3. Browsing Top-rated apps 4. Pre-installation (already on your phone)

What 3 ways can you purchase online advertising?

Per month/year Easy to buy/sell, limits sales CPM - Cost per thousand views Easy way to buy Doesn't always correlate with results CPA - Cost Per Action Direct ROI Hard to negotiate or not available

Libsyn

Posts your recording on different platforms with podcasts, you can see how many listens, reviews, geomaps

Quality Score (Google Ads)

Quality Score is reported on a 1-10 scale and its calculated using: Expected click-through rate, ad relevance and landing page experience. Higher quality ads can lead to lower prices and better ad positions.

Search Engine Spiders

Read HTML from left to right, follows links on your page, places different emphasis on keyword placement.

Hot Jar

Screen recording tool for websites to see where people's cursors hover and where they click.

Moat

Shows brands' online ads, but does not give stats.

Usability Testing

Testing to determine the extent to which the software product is understood, easy to learn, easy to operate and attractive to the users under specified conditions.

Digital Capability Model

The Digital Capability model explores the 10 things that very often impact our capability to implement our digital strategies. It's important that we realize that even the best digital plans can be impacted by a range of factors that are potentially out of our control, and considering these is essential to any plan.

Usability

The extent to which a product can be used by specified users to achieve specified goals in a specified context of use with effectiveness, efficiency and satisfaction. Specified User = Persona Goal = Purchase Context = Environment, Business/Personal, Technical

Unique Visitors

The number of distinct, unique visitors to a site. (The most important metric)

Search Engine Optimization (SEO)

The process of improving a page's organic search results

App Store Optimization (ASO)

The process of optimizing mobile and web applications for the specific web stores in which they are distributed. Optimising App Discovery - Need to update the app to accommodate changes to iOS - Title & Description need to include popular keywords - Attention-Grabbing Icon Display - Create a website landing page for the app

Hygiene Content

The stuff you have to have e.g. About Us, Contact Us, what comes at the top of google

Anchor Text

The words that appear clickable in a text link. Not using "Click here" but using relevant words to hyperlink. Anchor text is the clickable text in a hyperlink. SEO best practices dictate that anchor text is relevant to the page you're linking to, rather than generic text.

Mobile-Friendly Test

This can be determined on Website Grader or by checking the responsiveness of the proportions to different screen sizes by inspecting the element. It has become an important element of Google's SEO ranking algorithm.

Social Monitoring

Track mentions of specific words or phrases on social media sites which trigger a company response. This enables companies to stay up to date with what consumers are saying about them and respond.

Ad Exchange (Benefits)

Transparency — you choose which sites to buy Bidding environment — you choose what CPM to pay Data segments — Use third-party or first-party audience data to enhance buy

A/B Testing

Trying two versions of something (like an email) with a small portion of your audience to determine which is more effective before disseminating to your whole audience.

SEO (Google)

Two Key Factors determine search placement: On Page Optimisation i.e. being top of the page on google Link Building (E.g. Earned Media)

Hero Content

What drives people back to the website again and again, these often become the most visited pages and highest on Google Search.

Active Interest (Purchasing Funnel)

You have an interest in a product or class of products This can be subdivided into 4 stages Interested (Quizzes, Newsletters, Reports) Researching (Webinars, Events) Evaluating Social Vetting (Testimonials, Checklists)

Browsing/Vague Notion (Purchasing Funnel)

You have not identified the need for this product yet. You can reach consumers at this stage with Viral videos, Infographics, Blogs, Articles, Curated Lists

Loyalty (Purchasing Funnel)

You have purchased the item and are a potential returning customer

Who are your best followers?

Your best followers are Influencer Advocates: Advocates (say nice things) + Influencers (have a large audience)

Cons of PPC

• Cost - PPC is more expensive than organic optimization • Management - It is your responsibility to ensure it is performing well. • Auction Basis - Competitors often outbid each other, overinflating keywords • Users prefer organic - Hot jar studies show Google users see PPC and automatically scan further down the page

What are the KPIs of audience quality

• Engagement Rate • Sentiment (Social Mention) • Share Of Voice • Repeat and unique visitors

Pros of PPC

• Speed - Instant rankings • Simple to implement - easy to set up and monitor • Position Control - You can achieve #1 if you pay • Branding Control - You control the title and description • Qualified Leads - Targeted ads lead to relevant leads • Instant amendments - Changes are easy to make • Insurance - You won't be affected by algorithm changes • Analytics - Real-time performance measurement

Bid Adjustments (Google Ads)

Bid more or less competitively across devices, locations, time of day, and more

How are ads placed on networks?

Blind: Placed anywhere within the network - Unpopular +Rrisky Content-Matched: Placed based on the content of the webpage (determined by Google) Category-Matched: Ads are matched to areas of the site (determined by the site)

Hub Content

Blogs, Podcasts, Video (There is too much low quality hub content)

Purchasing Funnel

Browsing/Vague Notion >Active Interest >Point Of Purchase >Loyalty

ThemeForest

Buy wordpress themes

Programmatic Advertising

Buying digital media in an automated fashion, usually through an exchange or a demand-side platform.

QR code

A Quick Response Code that is attached to an item and that records information related to that item. QR codes can be scanned and take you to a landing page automatically.

Digital Culture Transformation

A company can successfully accomplish this if the correct infrastructure is in place. This infrastructure is evaluated on 3 dimensions: Essentials, Readiness and Performance

Affiliate programs

A cost-per-action program, where program sponsors (e.g., Amazon, iTunes) pay referring Web sites a percentage of revenue earned from the referral.

Behavioural Targeting

A database-driven marketing system that tracks a consumer's behaviour to determine his or her interests and then serves ads to that person relevant to those interests. This is used by following the activity of the users with Cookies & IP Address tracking. GDPR is limiting this capability.

Demand-Side Platform (DSP)

A demand-side platform is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Buying ad placements in real time through DSPs gives advertisers the ability to target their desired audiences as they are actually browsing websites.

User Journey Map

A diagram showing the steps in a scenario in which a user interacts with a system or service.

User Centered Design

A digital interface which ensures that the user experience is positive.

Ad Exchange

A digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions.

Ad Network

A media company that sells inventory across a range of publisher sites to advertisers at a set price. Ad networks work directly with publishers to sell ad impressions that a publisher has not directly sold. It is not programmatic.

iBeacon

A protocol introduced by apple, allows developers to create app that listens for a signal and wakes up your phone by sending a notification or with another action Example: Starbucks App

Google Search Console

A service which allows you to manage your SEO by tracking any crawl errors, showing site traffic (connected to Google Analytics) and uploading sitemaps.

Near-Field Communication, NFC (Mobile Marketing)

A set of communication protocols that enable 2 electronic devices, one of which is usually a portable device such as a smartphone, to establish communication by bringing them within 4 cm of each other. NFC is used for contactless payments, social networking, for sharing contacts, photos, videos or files.

Hootsuite

A social CRM platform for managing social media. The system's user interface takes the form of a dashboard, and supports social network integrations for Twitter, Facebook, Instagram, LinkedIn, Google+, YouTube, and many more.

Supply-Side Platform (SSP)

A technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising space inventory, fill it with ads, and receive revenue. SSPs connect to multiple ad networks, exchanges and DSPs at once to maximize the opportunity to sell inventory.

Feedly

Allows you to find content on a particular subject and repost it - useful for twitter and blogs

Pay Per Click (PPC)

An advertising revenue model where the advertiser is charged by the number of people who click on the ad. (e.g. Facebook Ads, Google Ads, YouTube promoted video ads) Optional extensions include: Adding a phone number, map or sitelinks in-text.

Tweriod

Analyses your twitter account and audience activity

Page Hits

Anytime someone lands on a page (but also includes anytime media loads so a regular page loading could be 4 hits)

Google Trends

Application that compares number of Google searches for different terms. Lets you see what is trending in different areas at different times. Can help you improve your SEO by showing what words and phrases people are searching for, down to details like singular vs plural so that you can make the best choices when paying for sponsored search appearances and writing headings/articles. However, there can be some anomalies. For example, events like Steve Jobs dying affecting search for "Jobs"

App Optimization Best Practice

Apps must offer added value e.g. Nike's Training app Think about: Personas & Scenarios - Who is using the app? When are they using it? (Locating/Ordering/Paying) Data Retrieval - What do you want to get out of it? Loyalty - How do you plan to keep customers coming back to it?

Link Explorer + Moz

Calculates domain authority and gives you a score based on quantity and quality of links - how many (reputable) people are linking to you?

Evergreen Content

Initial spike in interest upon release/publishing content, interest continues as long-term traffic which gradually increases as it rises in search placement on google.

Social Media by device

Different devices are used for social media at different times of day. There are peaks on mobile when people wake up/commute, go to lunch and leave work. During the work day, they often use laptops and in the evening there may be a rise in tablets.

Ad Network (Benefits)

Easy! Centralized source for inventory — no need to buy from sites individually.

Measures of Success in Usability Testing

Effectiveness (Are they able to complete a task?) Efficiency (Were they able to complete it quickly and easily?) Satisfaction (Did they like completing the task?)

MailChimp

Email Marketing Web tool. Useful for email design, segmentation and customization.

Black-hat SEO

Intentional, manipulative behavior of SEO's aimed at "gaming the system" - this includes keyword stuffing, keyword spam, hidden text, cloaking, masking, link wheels, link farms, link pyramids, paid links, low quality content (pages and sites) with massive keywords, malicious redirects, exact match domains, negative SEO (to impact competition), automated content scraping / spinning and publishing and so much more. Must avoid at all costs.

Do (Google's Purchase Model)

Largest addressable qualified audience lots of commercial intent. E.g. Health conscious people who lead active lifestyles, are considering the latest exercise trends AND are in the later stages of a purchase.

Think (Google's Purchase Model)

Largest addressable qualified audience some commercial intent E.g. Health conscious people who lead active lifestyles AND are considering the latest exercise trends.

See (Google's Purchase Model)

Largest addressable qualified audience. Only people who through, primarily, their behaviour (not demographics/psychographics) share an intent which puts them in companies' LAQA. E.g. Health conscious people and their influencers.

Essentials (Digital Culture Transformation)

Leadership Buy In (Does leadership understand digital?) Team Ability (Skills in the workforce?) Market Readiness (Is target audience amenable) Resources (Time, Money, People to do what you need to do)

Ad Exchange (Limitations)

Limited inventory — you can only access sites within the exchange Specific channels — some exchanges specialize in video or mobile, requiring access to multiple exchanges to reach all channels

Multi-Screen Journey

More and more users are using different devices throughout the purchasing process. It is important for businesses to make this transition as seamless as possible using tactics like screen-responsiveness, mobile optimisation and user-centric designs. Example: Mobile > Tablet > Laptop > TV (+ Wearables & Virtual Assistants)

Demand Side Platform (Benefits)

Multiple inventory sources — DSPs connect to several ad exchanges and SSPs and offer several channels Transparency — you choose which sites to buy Bidding environment — Pay what you think each individual impression is worth Data segments — Use third-party or first-party audience data to enhance buy

What is Google's Algorithm?

PageRank (PR) is an algorithm used by Google Search to rank websites in their search engine results. PageRank is a way of measuring the importance of website pages using two primary factors - On-Page Optimization & Link Building

Comcast Case Study (Youtube Video: Comcast technician came to replace my cable modem...fell asleep) How was it handled and what should have been done instead?

Response: The video gained popularity on social media and blogs because it was funny Comcast tried to have it taken down by suing the creator. This became a news story. Then they tried to sue google, which became an even bigger news story. The video stayed at the top of the Comcast search for 7 years What they could have done instead: Apologized directly to the person and asked them to take it down Made a funny response video It was recently removed due to copyright issues with the background music, however, it was reproduced in different versions

Demand Side Platform (Limitations)

Steeper learning curve — multiple bidding options allow for greater precision, but it takes longer to master the nuances of buying

Readiness (Digital Culture Transformation)

Strategy (Is there a definitive strategy?) Governance (Working methods, processes & policies) Infrastructure (IT, do the systems work together, especially relevant for apps) Measurement (Are we using the right KPIs?)

Usability Knowledge

The extent to which a product can be used by specified users to achieve specified goals in a specified context of use with effectiveness, efficiency and satisfaction Usability knowledge is extremely important because analytics tells you what happened but it doesn't tell you why.

Beacons

These are a form of proximity marketing often used to drive nearby consumers to stores. When the signal from a Beacon reaches a phone, it triggers specific actions, like location-based notifications, in that phone's mobile apps. For popular stores like Starbucks, they have even integrated their CRM system with this with the app and website to get more information about their consumers.

When do spider issues occur?

When there are graphics containing text Non-Web Docs (PDF, Word, RTF, Excel etc.) Keyword duplicates Redirection (301 redirect)

Visual Search (Mobile Marketing)

When your phone recognizes an object and can then take you to a page where it offers information on that object. Has also been used in translation apps which scan signs in foreign languages and translate them for you.

Point Of Purchase (Purchasing Funnel)

You are ready to purchase the item and add it to your cart (Where to buy)