MARK 380 Digital Marketing Overview

Content marketing

- sometimes used interchangeably with inbound marketing - refers to the methods that are taken to convert a visitor into a customer once they have ended up on a website. - Content marketing is just a section of that, because it focuses on very specific methods of content creation and distribution. Both are non-interruptive, modern marketing methods that focus on quality and value.

Types of segments (the who)

- types of people (i.e., demographically, geographically, new visits, returning visits etc) - site behavior (i.e., converted traffic vs non converted) - the traffic sources (i.e., Organic vs Social), device (i.e., Mobile vs Desktop)....

What is the process of developing a website?

-Analysis: of your users, characteristics, website objectives -Design: How to organize info, layout -Develop: giving life to your design, create personas -Test: is it usable, effective?

Experimenting with a website

-Check if its working, what makes people click? -Done with A/B testing -Consider different personas and put yourself in their shoes -Multi variable changing: changing multiple elements at once -Google optimize is a good tool

What are the four different types of attribution?

-Cross device (Smartphone, desktop, tablet): aims to measure and attribute the various touch points a customer had with a brand before they converted across different devices (e.g. a laptop, tablet, and smartphone). -Offline/Online (Billboard, shop, desktop): This is perhaps the oldest of all the attribution issues and it started when brick and mortar stores and companies started making their way to the online world. Use POS Surveys, time outs, coupon codes, -Inter Channel (search, display, correct): each online conversion was attributed to the last known referral or traffic source and life was smooth and easy. But it wasn't long until online marketers discovered that this was just a very simplistic and misleading model. -Intra Channel (generic, paid, and branch search): focuses on attributing conversions within the same channel - e.g. search. This model is useful if you want to discover how different areas of the same channel contribute to conversions.

What's the process to follow before utilizing analytics?

-Identify business or SMART objectives -Identify goals (strategies & tactics) -Identify key performance indicators (KPIs) -Identify targets -Identify segments

What are some primary business objectives?

-To make money through online sales -Advertising -Commission -Subscriptions -Provide info to generate/support online sales -Support a cause -Provide customer support

good website navigation answers the following:

-Where am I? -How did I get here? -Where can I go next? -How do I get home?

How to track mico and macro conversions

Goal Types: -Destination: page on your website that users see when they complete an activity -Duration: Time on site goal is triggered when a user's time on a site falls behind a certain threshold ( 5 mins) -Pages/screens per visit: Is triggered when user clicks less pages than the threshold you chose (3 pages) -Event: Triggered when a user performs a certain activity such as watching a video

Micro-moments

Micro-moments occur when people reflexively turn to a device- increasingly a smartphone. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers' expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking.

Interactive marketing

The ability to address that individual once more in a way that takes into account his or her unique response (marketing = conversation) - John Deighton

Usability of site

The extent to which a product can be used by specified users to achieve specified goals/tasks with effectiveness, efficiency, and satisfaction in a specified context of use. A part of the site design

Key performance indicators (KPIs)

are metrics that are used to indicate whether tactics are performing well and meeting your objectives. -Revenue -Traffic

Goals/tactics

are the specific tools or approaches you will use to meet your objectives, for example, a retention-based email newsletter, a Facebook page, or a CRM implementation. The how. -Capture leads -Reinforce all advertising

Targets

are the specific values that are set for your KPIs to reach within a specific time period. That is, they are the actual target values that KPIs need to meet in order for the campaign to be declared a success. The what. -Make $20,000 a month -Get 15,000 users a month

Conversion

completing an action that the website wants the user to take. Usually a conversion results in revenue for the brand in some way. Conversions include signing up to a newsletter or purchasing a product.

Digital marketing is...

data-driven, interactive, immediate, and involving.

Direct search

directly typing in the website

Session (GA)

group of interactions that take place during a given time frame (sessions end after 30 mins of inactivity)

What is the traditional 3 step mental model before ZMOT?

1. Stimulus 2. First moment of truth (shelf) 3. Second moment of truth (experience)

Analyzing the success of a website

1. Traffic Acquisition Direct Referral Paid Referral Unpaid Organic Search 2. Conversion Behavior Outcome 3. Revenue per Conversion

Cluetrain Manifesto

A set of 95 theses organised as a call to action (CTA) for businesses operating within a newly connected marketplace, published in 1999. While some of the book's claims have failed to materialise, it was an early source of guidelines for social media and obtained a cultlike following.

Strategy

A set of ideas that outline how a product or brand will be positioned and achieve its objectives. This guides decisions on how to create, distribute, promote and price the product or service

The last interaction attribution model

the Direct channel -- would receive 100% of the credit for the sale. The main disadvantage of this model is that it totally ignores the previous touchpoints in the customer journey and as a result can cause marketers to make some very bad business decisions.

First Moment of Truth

the critical three to seven seconds that a shopper considers a product on a store shelf

Accessibility of site

An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually or hearing impaired. Also helps Search Engine Optimization. A part of the site design

Content audit

An examination and evaluation of the existing content which a brand publishes.

Persuasion of a site

Are you effectively communicating your value proposition? Part of the site content

Average session duration (GA)

Average amount of time that the user spent on the site (in mins)

Pages/Session (GA)

Average number of page views that a person completed before leaving the site

Users (GA)

number of non duplicated users (unique users)

Pageviews (GA)

number of pages viewed total in a given time frame

New sessions (GA)

percentage of first time visits

Bounce rate (GA)

percentage of users who left the site from the entrance of the page without interacting (clicking). I came, I puked, I left.

Push and pull marketing

push and pull marketing lies in how consumers are approached. In push marketing, the idea is to promote products by pushing them onto people. ... On the other hand, in pull marketing, the idea is to establish a loyal following and draw consumers to the products.

organic search

search engine results returned and ranked according to relevance. -Google search engine

What are the digital marketing tactics?

▪ Search Engine Marketing ▪ Email Marketing ▪ Social Media Marketing ▪ Digital Advertising ▪ Mobile Marketing ▪ Video Marketing

User Centric Design

▪ Who is the user? ▪ What are the user's wants and needs from your platform? ▪ Why is the user really coming to your website? ▪ What are the user's capabilities, web skills and available technology? ▪ What features would make the user's experience easier and better?

DIGITAL MARKETING IS POWERFUL IN TWO FUNDAMENTAL WAYS

- Audiences can be segmented very precisely - The digital sphere is almost completely measurable

How to win the ZMOT

- Show up in the right place - Shop up more often - Show up with the right content - Measure up

INFORMATION ARCHITECTURE - SITE MAP

- The way data and content are organized, structured and labeled to support usability - A visualized structural plan for how the website's pages will be laid out and organized.

Analytics is about...

- USE OF CONSUMER DATA TO MAKE INFORMED DECISIONS TO REACH NEW AND EXISTING CONSUMERS. - TRACKING DATA IN ORDER TO UNDERSTAND: HOW YOU ARE PERFORMING, HOW TO OPTIMIZE PERFORMANCE

Usability

A measure of how easy a system is to use. Sites with excellent usability fare far better than those that are difficult to use.

What are metrics?

ARE MEASURES THAT COUNT HOW OFTEN THINGS HAPPEN. -Audience metrics (visitors or users) -Behavior metrics (pages/visit) -Conversion metrics (conversion rate)

How can you find the channels on GA?

Acquisition --> All Traffic --> Channels

How would one track interaction on GA?

By looking at:

marketing through digital channels such as search engines, social media, email, websites, and mobile.

Digital marketing

Persona

In this context, a character created to define a group of users in order to speak to them as though they were a unique user. Usually a hypothetical character created to represent and personify a set of traits

In Summary:

Internet/ Interactive/ Digital Marketing ▪Data driven (personalization, prediction, and testing) ▪ 2-way interaction (marketing is a conversation) Converged Media (Paid, Owned, Earned) The buying decision journey has changed. - ZMOT is a vital new addition to the classic three step process of stimulus, shelf, experience. What was once a message is now a conversation. Shoppers today find and share their own information about products, in their own way, on their own time. Word of Mouth is stronger than ever. For the first time in human history, word of mouth is a digitally archived medium. The MOTs are meeting. Our mobile devices are MOT machines. As mobile usage grows, the zero, first, and second moments of truth are converging.

brand essence

Is a sentence which sums up the unique attributes of a brand and the basis for its emotional connection with customers. Your brand essence should assist in defining a tone of voice for your brand and the style in which it engages with its customers. Ex. Coke brings joy (Friendship, sharing is caring)

Referral

Links on other websites

Attribution: Assigning credit for a conversion (mico and macro)

Macro Conversion: -Important activity on website -purchase/sales Micro Conversion: -Sign up for online coupons -Not direct contributor to main goal -Precede a macro conversion

Inbound marketing

Marketing activities that draw the attention of customers through blogs, Twitter, LinkedIn, and other online sources, rather than using more traditional activities that require having to go out to get customers' attention, such as making a sales call. Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer's interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.

Is digital marketing an old concept?

No! It is still in the early stages. Most of the influential companies have only been around for less than 20 years!

Is a shopper's journey like a funnel?

No, it is more like a flight map...a multi-channel journey where they may use the TV, internet, stores, friends & family recommendations, or print media to find out information about a product

Exit Rate formula

Number of sessions in which Page A was the last in the session / Number of sessions that include Page A (and maybe other pages) *100

Bounce rate formula

Number of sessions that only include Page A (no other pages) / Number of sessions that start with Page A *100

Search Engine Optimization (SEO)

SEO is the practice that aims to improve a website's ranking for specific keywords in the search engines

What does SMART stand for?

Specific Measurable Attainable Relevant Time-bound

Call to action

Tells what the customer should do and makes it easy to do so. Should be readily available. There can be more than one in a single page! (Hulu example) ▪ Fill out form for more information ▪ Join email list ▪ Find out more about product ▪ Make a sale

Digital Media Convergence

The merging of mass media outlets to create a dynamic experience - Earned Media: Sharing (shares, likes, tweets, reviews, reposts) - Paid Media: Advertising (pay per click, display ads, paid partnerships, influencers) - Owned Media: Web Properties (websites, mobile sites, blogs, social media platforms)

Zero Moment of Truth (ZMOT)

The moment when a customer uses a digital device to begin learning about a potential purchase.

Information architect

The way data and content are organised, structured and labelled to support usability.

The Position Based Attribution Model

This model assumes that the most important touch points are the very first touch point at the beginning of the customer journey and the one taking place directly before a conversion. All the touch points and clicks in between only play a supplemental role. -40% of the conversion is attributed to Facebook Ads. -6,7% of the conversion is attributed to Google AdWords. -6,7% of the conversion is attributed to Direct Visit. -6,7% of the conversion is attributed to Google Organic Search. -40% of the conversion is attributed to Email Marketing. it is not a perfect attribution model because it doesn't suit all companies and websites. But out of all the aforementioned models, the position based attribution model is perhaps the most accurate and provides the most realistic overview of the customer journey. It won't provide you with the best possible insights nor enable you to make great business decisions, but it will put you on the right track.

Email channel (GA)

This traffic clicked on links from email campaigns, follow up emails, and even email signatures;

Display acquisition on GA

This traffic found your site by clicking on an ad that you ran on another website. Banner ads on blogs and image ads on news sites are some common generators of display traffic;

Customer Journey Map

Visual depiction of customer's interaction with an organization. Customer Journeys describe the path of sequential steps and interactions that a customer goes through with a company/ product. Bank example: Customer enters branch > greeted, signed in > waits in lobby > taken in by banker > opens account o Define Personas o Persona is a fictitious character created to represent a group of customers o Map all possible touchpoints o At each stage, define actions and emotions

Second Moment of Truth

When consumers use the product. Every usage experience is a chance to delight customers.

algorithm

a mathematical, computational or statistical method pre-determined to take a number of variables into account and output a single, quantifiable result that is a function of all the variables. A good example of a commonly used algorithm is the one used by Google to determine which pages rank more highly on SERPs.

What is Google Analytics?

a platform that collects data and compiles it into useful reports

microconversion

a small conversion in the path to a full conversion, such as going from step one to step two in a checkout process of four steps.

responsive site

a website that changes its layout depending on the device it is displayed on - it looks one way on a desktop computer, but the adapts to the smaller screen size and layout on a tablet or mobile device

mobile website

a website that is designed for mobile devices with smaller screen sizes and touch interfaces

Pay per click (PPC)

is advertising where the advertiser pays only for each click on their advert, not for the opportunity for it to be seen or displayed.

The First Interaction Attribution Model

is focused on the first known touchpoint in the customer journey. With the first interaction attribution model, 100% of the conversion is attributed to the first registered referral or click This model is very useful if your main objective is to increase your brand's awareness and you want to focus on channels your potential customers will interact with first. However, this model is imperfect when applied in other use cases as it ignores all subsequent touchpoints in the conversion path.

The Linear Attribution Model

is the first model that captures the true nature of channel overlap during the customer journey. The linear model takes into account all touchpoints and clicks that can be attributed to a single conversion and aims to assign them equal credit. This is model is quite useful if we want to get the full overview of the customer journey and if we know that each touchpoint can be valued equally (which rarely ever happens). The disadvantage of this model is that it is unable to weigh up the importance of each individual touch point and click. In most cases, not every touchpoint or click will have the same impact on the final conversion - some touchpoints will influence a conversion more than others. Attaching the same value to each channel may still cause you to make bad decisions.

attribution

is the process of assigning credit to one or many interactions (aka touchpoints) a consumer has with a brand over a period of time (known as the customer journey or conversion path) before they convert. Attribution allows marketers to determine how the different channels impact the final conversion.

The Custom Attribution Model

is without a doubt the best possible attribution model for every marketer. The custom model will take into account the specifics of your marketing campaigns, your customers, your brand, and your customer journey. Predefined models are a good starting point, but a custom attribution model is the holy grail. And even when you get to the point where you build your own attribution model, then you should know it is not a final, complete model. The best attribution model would not only takes into consideration the position of each touch point in the customer journey, but also user engagement on your website, journey length, if the there were brand search queries in the touch points, and many other factors.

The Last Non-Direct Attribution Model

it removes direct visits from the equation. In this model, 100% of a conversion is attributed to the last known click or referral that wasn't a direct visit. This means that if a consumer first visited your website from Facebook, then came back via a direct visit and then converted, 100% of the conversion would be attributed to Facebook and 0% credit would be given to the direct visit.

The Time Decay Attribution Model

the highest percentage of credit is awarded to the touchpoint that is closest in time to the conversion. The remaining touchpoints and/or clicks would receive less credit as they are further away from the time of conversion. Also, the further away a touch point is from the conversion, the more its credit "decays". Is highly recommended for reporting on most marketing campaigns and channels. It's especially useful for brands and companies (e.g. ecommerce stores) that want to decrease the length of their conversion paths - i.e. get potential customers to convert sooner in the customer journey.

conversion rate

the number of conversions divided by the number of sessions expressed as a percentage.

Paid search channel GA

this traffic comes from your paid search ads which appear in the search results of Bing, Google, or other search network players like AOL and Ask.com;

Social search

website entrances that come through ads on social media such as Facebook