Digital Marketing

Crowdsourcing

"Vote to save your favorite" Lays chips

Click through rate measure

clicks/impressions

CPC

cost per click

Cost per click measure

cost/clicks

SEM

Search Engine Marketing Synonyms: Paid search, sponsored search, cost per click, pay per click

Four V's of Big Data

Volume, Velocity, Variety, Veracity

Conversion rate measure

conversions/clicks

Earned media

- Word of mouth exposure earned through content, product/services - Shares, likes, reviews - Most valuable form in the media mix

Three ways the internet has changed marketing

1. Consumer is in charge 2. Content is currency 3. A new ethic of publicness

What is the difference between organic search results and sponsored search results?

A business can pay to get to the #1 position of sponsored search results, but cannot pay to get to the #1 position of organic search results.

Factors that determine google's rank of paid search results

Bid + Quality Score + Ad Extensions

Owned media

Blogs, Website

New Consumer Decision Journey

Circular Narrow to wide to narrow Active loyalty

CTR

Click through rate

Three conditions to draw causality

Correlation between x and y Time order of events Control of other possible causes of y

Volume

Data at rest

Velocity

Data in motion

Paid Media

Display ads, pay per click

X->Y

Exercise and life expectancy

E-A-T

Expertise, authoritativeness, trustworthiness

Inbound marketing

Getting found by consumers Marketing is shifting this way Communication is interactive and two-way Search engines, referrals, social media

What makes a Zero Moment of Truth? - The conversation is only between the customer and a company. - The conversation is multi-way: marketers, friends, strangers, websites and experts all have their say and compete for attention. It happens most at night. - It happens online. - Businesses push information at the consumer during ZMOT.

It happens online

Old Consumer Decision Journey

Linear Wide to narrow Passive Loyalty

Which three metrics in Google Analytics are the best indicators of a visitor's engagement? Does a high or low value for each typically indicate stronger engagement?

Pages / Session: HIGHER score indicates HIGHER engagement Avg. Session Duration: HIGHER score indicates HIGHER engagement Bounce Rate: LOWER score indicates HIGHER engagement

Pros of working with an online distributor (Amazon)

Reach large consumer base, run sponsored search campaigns for you, handle payment and fulfillment, big distributors are trusted

Cons of working with an online distributor

Setup and processing costs, commission fee, cannibalization, diversion (may end up buying other products instead), lose site traffic and customer data, loss of control

Marketing Tactics that leverage FOMO

Show other people are buying "17 things every guy should own by age 20" Exclusive insider deals Show limited quantities

Programmatic advertising

Software and algorithms to buy and sell digital advertising

User generated content

Starbuck's red cup contest

A-> X and Y

Summer Weather-> Ice cream sales and sunburns

Click-through rate (CTR) refers to ___________? - The percentage of searches that end with people who buy something on your site - The cost you pay each time someone clicks on your ad - The percentage of people who see your ad and then click on it to go to your website - The percentage of 404 error pages that also have marketing material on them

The percentage of people who see your ad and then click on it to go to your website

Y->X

Time spent on website is positively correlated with purchase quantity

True/False When comparing Google Analytics metrics for a particular timeframe, the Sessions number will always be equal to or higher than the Users number.

True

______________________ marketing is a marketing strategy that focuses on getting found by customers, where marketers "earn their way in" rather than "buy, beg, or bug their way in" to the consumers' lives. - inbound - outbound - strategic

inbound

Given the comparative growth rates of users accessing the internet on laptops, desktop computers, mobile devices and televisions, which edict should govern your digital marketing strategy? - hardware then software - mobile first - wireless before wired - cloud second

mobile first