MKT 380 (quiz 3)

Marketing campaign reports...

All sorts of reports available Let's look! Can use for e-mail marketing and banner ads as well Email, Facebook, Google We'll start with Google Analytics

Google Display Network:

Banner and Video ads that can appear on a site The Display Network is a collection of websites—including Google Finance, Gmail, Blogger, and Youtube—that show ads. This network also includes mobile sites and apps And on your own site Advertisers can targeted based on several options Keywords, Interest and specific sites (espn or cnn) Several bidding strategies available Viewable CPM Maximize Clicks (Google Recomended) Wealth of targeting and data available before & after campaigns start Billions of Impressions Available on GDN Not a lot of transparency You want viewable impressions

LEVELS OF PERMISSION MARKETINGs

Better-quality leads versus more leads of lower quality There is a strong argument for high-quality opt-in lists If you find a list see if you can get the people to opt in or out Don't just send them stuff

Developing an E-Mail Marketing Campaigns

Branding Make it known who you are Keep it consistent with other branding efforts Subject creation Critical part of the e-mail Intrigue your audience Best length for subject - six words Free = SPAM Sender Information Use the company information DO NOT use a fake name Create a [email protected] e-mail address People like to reply to the e-mail that was sent

A new model - pay per phone call:

"A performance-based online medium that delivers calls rather than clicks therefore makes sense for the local market." Sites generally charge more for CPA than for CPM, why? Given my objectives, what are the correct metrics—exposure or action?

ENTERPRISE METRICS FOR EVALUATING WEB SITES

1. Business Performance Google analytics (which we will look at) comScore 2. Site Performance Quantcast Statcounter Omniture

Definitions

Cost Per Click (Avg. CPC is also used) CPM Cost Per Thousand -Most common used metric to buy banner ads Impressions When your ad is shown Clicks When someone clicks on your ad CTR Click Through Rate (Clicks / Impressions *100) Conversion Some action you have defined as meaningful -Call to a store -Purchase -Form fill Views times someone sees a video View Rate View Impression * 100

Direct E-mail Marketing:

E-mail offers marketers a fast, flexible, and highly controllable format Developed quickly, tested, and revised on the fly and can reach many Internet users in a short period It is highly measurable E-mail is cheap on a per customer contact basis. E-mail can be used by any marketer—B2C, B2B, or not-for-profit—who has an acceptable way to acquire an e-mail list of potential customers Email isn't dead

CAN-SPAM IN THE EUROPEAN UNION

EU has a detailed and interesting site called "Europe's Information Portal," with a section on fighting spam. Among other items on this content-rich site is a toolkit to be used by governments, regulators, and members of the industry in the continuing war against spam Both the EU and the U.S. CAN-SPAM laws specify legal standards that marketers must meet. They are not, however, sufficient to ensure effective e-mail marketing The Golden R's of E-Mail Marketing Relevance Respect Recipient control Follow the rules and contribute to the creation of a brand that is trusted by the members of its target market

DIFFERENT PROGRAMS:

Emma Constant Contact MailChimp (free)

LENGTH OF TIME

It depends... Facebook, Google and the like will take your money and spend it You can stretch it out Digital spending is very elastic Results can and should indicate additional investment

Collecting traffic, audience, & campaign data:

Measures: Quality of its visitors Sales Traffic = for ad sales/affiliates number of visitors, sessions, and page views Audience Ways to collect this information: Analytics Server side data Cookies People are catching on! People delete their cookies

Measuring Internet Advertising Effectiveness

Metrics must be chosen to measure specific marketing program objectives This also must be a part of the planning process

Results

More in the measurement class But with digital advertising YOU can track EVERYTHING Calls Form Fills Conversions/Sales Non-sales activity Button clicks, email capture, downloads Don't fall for the trap of large numbers and sexy looking stats DEMAND tracking, reports and results PROVIDE tracking, reports and results Enter numbers carefully and triple check your math (Bear River overspend $3,600 or $7K FB mistake) Treat the money like it is the last dollar the business has to spend (and in some cases you can be held personally liable for mistakes)

Usability testing:

Not conventional marketing research Similar to testing done by direct marketers Exclusively designed to see if the site works in a user-friendly fashion Usability tests are qualitative, and performed by target site users, not by technicians Stages of Usability Testing Concept testing Prototype testing Full usability testing

METRICS BASED ON PANEL DATA

Panel data are obtained from the clickstreams of carefully selected panels of Internet users Nielsen//NetRatings (can get a complete view) Sample of "nearly one million people in the United States, United Kingdom, France, and Germany Special piece of Java-based software is installed on his computer to record each click Usually prohibitively expensive except in a panel environment ComScore Nothing beats ACTUAL numbers! How to get usage stats from work usage?

THE NEED FOR GOOD INTERNET METRICS

Partnerships Infinite amounts of data Consumers are concerned about cookies Unique capabilities of the Web User-level understanding of what metrics are available Individual-level data are required The convergence of online and offline will happen

Elements

Space Optimization Size Header Headlines Columns Navigation

LEVELS OF PERMISSION MARKETING

Spam is unsolicited e-mail. No responsible marketer uses or sanctions the use of spam. Ever. Period. Unsolicited physical mail does not appear to arouse the same level of ire in consumers that spam e-mail does Opt-out Visitor did not refuse to receive further communications from the marketer Take some explicit action in order not to receive further communications Under the CAN-SPAM law, all e-mails must have a clear option to unsubscribe Opt-in Visitors have actively chosen to receive further communications, usually by checking a box on a registration form

Searching for things...

The ability to log, retrieve, and analyze every mouse-click The data point to possible usability problems The data are used to generate site effectiveness Data provides lots of information The fact that this data exists is becoming widely known Users may not understand how it is collected and used Users are concerned about a perceived loss of personal privacy

the methodology of usability testing

The test can be administered by one person, or one researcher can be assigned to each respondent to give instructions and to probe comments in a focus-group fashion Use cards to have people layout the site Use a focus group Videotape it to give a complete and detailed record of the session how a mock of the a page Main focus of a usability test is to ask test subjects to perform tasks that simulate what a visitor would want

WAYS TO EVALUATE WEBSITE EFFECTIVENESS

Traffic and audience measurement Site Usability The better the site the better the response Site Performance

MEASURING INTERNET ADVERTISING EFFECTIVENESS

Two basic types of advertising rates... How many people are exposed to the ad CPM How many people respond to the ad CPC or CPA

VARIABLES USED TO MEASURE WEBSITE TRAFFIC, AUDIENCES, & MARKETING CAMPAIGNS

Website effectiveness Impressions the number of times an ad banner is requested by a browser Page Views or Deliveries the number of times a web page is requested Sessions the amount of activity on a site during a specified period Click-Throughs the number of times visitors come to the site by clicking on an ad

DOUBLE OPT-IN

is a technique by which visitors agree to receive further communications, probably by checking an opt-in box on a site, and are then sent an e-mail asking them to confirm their consent by replying to the e-mail

CONFIRMED OPT-IN

is somewhere in between opt-in and double opt-in. The visitor actively acquiesces to receiving e-mail, again probably by checking a box. He or she is then sent a follow-up e-mail confirming the permission. No reply is required

Audience measures

provide data about people who visit the site... Visitors: the number of people who visit a site Total (includes multiple visits) or unique (different people) during a specified time frame Unidentified (anonymous) or identified (registered or customer) Unduplicated audience: the visitors that are unique to a Web site Behavior on the site Number of page views Session time Path through the site Shopping cart abandonment Entry page

Campaign measures

provide data about the effectiveness of marketing efforts: By communications channel By offer By keyword Search effectiveness All measures must be done during a period of time Some common metrics follow: Average number of visits per day Number of page views per month Average visitor session length last month Number of hits for each hour of the day Paid search results for the most recent 7-day period Must choose best metrics to use and follow

Direct E-Mail Marketing Tips...

1. Never send an email you would not like to recieve 2. Highlight the benefits 3. No more than 15 text lines in the body 4. Have links in the message 5. Have a call to action 6. Use bullet points to help understand concepts 7. Do not mention brand in subject line (unless popular) 8. Be honest and do not mislead your audience 9. Surprise the audience with a sign up bonus (helps with purchase) 10. Use testimonials in the newsletter

REQUIREMENTS OF THE U.S. CAN-SPAM ACT

FTC provision law t bans false or misleading header information. Your e-mail's "From," "To," and routing information—including the originating domain name and e-mail address—must be accurate and identify the person who initiated the e-mail. It prohibits deceptive subject lines. The subject line cannot mislead the recipient about the contents or subject matter of the message. It requires that your e-mail give recipients an opt-out method Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your commercial e-mail It requires that commercial e-mail be identified as an advertisement and include the sender's valid physical postal address E-mail harvesting, dictionary attack, using unauthorized networks

NEWSLETTERS

Frequently distributed Usually include: news, upcoming events, or content of value to employees, shareholders or the community Types: - Promotional newsletters - Active newsletters - Subscribed newsletters

COSTS & CHANNELS

GOOGLE SEARCH Daily budget DISPLAY ADS Cost-Per-Thousand (CPM) YOUTUBE Daily or lifetime budget PANDORA Flat fee FACEBOOK Daily or lifetime budget TWITTER, TIKTOK, SNAP Daily or lifetime budget

Developing an E-Mail Marketing Campaign

Gather Customer Data Manage your list Scrub your list Derive customer insight Segment your list Not everyone on your list wants to see the same thing Include call to action Make it easy to accomplish a task or goal Campaign concept Identify one specific advantage Make this the main topic

Some basics

Give it personality Forget sales - give information out Brand Break the mold and be creative Keep them interested Mini-site (include links and a menu)

Budgeting

How does it work? Planning Meeting Convincing Agreeing Proving Executing