Digital MKT Exam ch 13-15

Landing Pages

- where a person lands - direct links appear on search page directing users deeper into the site

Conversion

From Marketing Campaign Perspective > Generating Desired Prospect Behavior

Permission Marketing

Get Prospects' Permission to Push Content to Them

How Strategy must evolve

Good Technology Participation

B2B buyers start with _________

Search

Communication channels for generating sales leads include:

Trade shows, online ad, direct mail

Website creators who want to prioritize mobile friendly design should take a ______ approach

bottom up

Reasons for failure of CRM programs are lack of:

buy-in and leadership from top management

Testing landing pages:

can produce measurable improvements in lead generation and management process

Integrating social media data into tactical CRM programs:

carries privacy priviledges

Tests that marketing can perform to improve their websites include:

concept testing

Inbound marketing includes:

content marketing

Arguments for the importance of customer retention:

cost is 7 times more to get new customer than to retain one

CLV

customer lifetime value

CRM vision includes using ________ to create great customer experience

customer touchpoints and technology

Basic marketing strategies include:

customer value growth, customer conversion, customer retention

Marketing is evolving to become more ________ vs ___________ focused

customer, product

Demand Generation

entire process of developing customer demand for a product or service.

Seamless customer experience refers to:

equally satisfy experience to all touchpoints

Buying center

everyone involved in buying decision

the components of a customer lifetime value includes:

growth in amount spent with the enterprise

Purchase scenarios are:

helpful to various departments in the company

Traditional Advertising

impersonal, numbers driven, unquantifiable consumer behavior

Conversion paths:

show how people move through a website

3 steps in Google analytics process

1. measure 2. learn 3. take action

Site navigational structure

takes into account how easy it is to move around the site.

The nature of website objectives will depend on

tasks visitors expect to perform on the site.

Conversion Path

A specific online path offered to web visitors after clicking on a landing page

The customer life cycle allows marketers to:

all are correct

Chris creates a desktop website, then makes work on small screen. What problems will occur?

mobile version will be slow

Most likely reason website owners use drop down menus?

reduce data entry errors

Reasons the lead generation and management process is important include:

reducing the cost of sales

one advantage of responsive web design over adaptive?

requires less ongoing maintenance

Foundations of CRM program

sales force automation and customer service

How Does The Cloud Improve CRM?

•Potentially Lower Costs •Improved Employee Productivity

Adding SM Data to the Database

•Qualitative Data Doesn't Integrate Easily •Must Be Done with Great Concern for Privacy

Mobile-Friendly—However Achieved—Is a Requirement

•Stand-Alone, Adaptive, Responsive

To Make the B2B Website Effective

•Understand Target Audience, Create Personas •Create Right Content for Right Journey Stage •Put Content Where Buyers are Most Responsive

A Good Branded App

•Useful, Giving Benefits that Customers Like •Must Provide Value

Why don't many organizations engage in lead optimization?

All are correct

ABC cycle in Google Analytics video

Acquisition Behavior Conversion

Analytical CRM includes:

All are correct

Registration on a site can:

All are correct

Demand Generation Process

Content > Lead Generation, Qualification > Conversion > Metrics

CLV is the _________

Criterion

____________ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development.

Demand Generation

Centralized Marketing Database Includes _____________ and _____________

Interactions and Behaviors

CRM Factoids

It Is Costly, if Possible, to Reactivate Lost Customers

Benefits of Mobile LoyaltyPrograms

Larger-Ticket Purchases Reduced Marketing Costs Personalized Consumer Engagement

which of the following is a true statement about the cost of lead generation programs?

Leads generated by inbound marketing are generally less expensive

The Gap Between Marketing and Sales is Filled by ____________ ______________ ____________.

Marketing Automation Systems

Overall Process/User Considerations Same for Internet or ______ ______

Mobil Sites

Among the web design elements that help create a satisfactory customer experience are:

Multiple navigation aids like breadcrumbs and different colors for followed links

Buying Journey

Need Awareness > Research > Consideration of Vendors > Purchase Decision

Impact of Loyalty Programs

Over 3 Bil loyalty cards

Inbound Marketing Focuses on Getting Found by _________ _________

Potential Customers

Marketers Are _________ for Site Business Effectiveness

Responsible

_________ Is More Profitable Than Acquisition

Retention

Types of Personalization

Rules Based User Controlled Information Driven

B2B Foundations for CRM

Sales Force MKT Customer Service

2 types of businesses used in website examples in Google Analytics video?

Sports and baking

Lead Nurturing

The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready

B2B Buyer Journey

Who is making the purchase? What is the outcome desired? When will purchase be made?

What is Social CRM?

a dynamic, SM-based CRM process

Pull strategy

a marketing strategy that stimulates consumer demand to obtain product distribution

Push strategy

a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise

Identifying and describing the target audience for a website:

is one of marketing's responsibilities the web development process

Why is it recommended to evaluate referral traffic report?

know where your traffic is coming from

What is a true statement about the definition of conversion?

likely to change for different teams

Lead Generation

the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information

Digital Websites Have Many Possible Roles

•Careful Setting of SMART Objectives is Essential

WHAT DATA CAN FACILITATE

•Differentiated Messages and Offers •Customer Segmentation That Leads to Value Growth

What Else Do eCommerce Sites Need?

•Easy-to-Follow Navigation Through Largest Site •Compelling Product Images •Fast Loading Time—All Pages

The Conversion Process

•Identify Conversion Goals and KPIs •Define and Acquire Target Profiles •Organize/Optimize Website Structure •Develop a Compelling Message •Use Effective Calls to Action •Enhance Shopping Cart, Lead Capture Processes •Test, Measure and Refine

The Many Roles of Websites

•Increase Sales (eCommerce) and Generate Sales Leads •Increase Awareness and Knowledge About the Brand •Act as a Hub for Content Marketing Campaigns •Interface with Social Media Accounts

Good Marketing Content

•Informative, not Fluffy Persuasive Content •Move Customers Through the Demand Generation Process

Important Conversion Issues

•Keep The Prospect at the Center of the Process •Central Database Stores All Data, Allows Tracking •Leads from Different Channels Have Different Acquisition Costs

How Does SM Data Improve CRM?

•Listening, Interacting, Real-Time Customer Service Added