Digital MKTG Final Exam

Personalization Token

A device used in email marketing to personalize/customize mass emails on a per-recipient basis by auto-populating a particular field in the email with an individual-level property from the CRM • Usually first name, but not necessarily • Commonly found in the salutation, subject line, and/or preview text

Creative Brief

A document used to outline key parameters—objective, audience, messaging, deadlines—for a creative project • Your organization may use creative briefs, or it may use a digital work-request form • Expect the 'questions' to be very similar; only the 'how' changes

Backlink

A hyperlink from another website. Preferably from high-authority sites, so that search engines see your site is trusted

20% Rule

Ads with less than 20% copy perform better

Agile Marketing

An approach to project management that emphasizes speed, adaptability, experimentation, and frequent "shipping" (releases). Utilizes cross-functional teams

Site Audit

An inspection of your website for TECHNICAL ERRORS hindering SEO crawlability, indexability...rankings

"One email, one ________" (as a general rule)

CTA

3 questions in Donald Miller's "grunt test" for websites/homepages

Can a visitor answer the following three questions within 5 seconds of arriving at your website... 1. What do you offer? 2. How will it make my life better? 3. What do I need to do to buy it?• The enemy of every business: noise

Double Opt-In

Consider "double opt-in" • Requires email verification • Increases engagement

CMS

Content Management Systems. To build pages, from drag-and-drop editors to WordPress,

Preview Text

Copy below/after an email subject line intended to preview what an email is about, even without opening the email • A second chance to make your case • Front-load with most important word/mention

Display Ad

Digital, clickable, sign ads that appear on websites and in apps, usually with visually-appealing graphics and a burst of copy • Lower CTR (than social/search ads), but they have benefits... • Benefits: Attention-grabbing, stay top of mind, precision targeting, ads on complementary sites/apps, web traffic now rather than later, support larger marketing campaigns, lower CPC

Longtail Keywords

Longer, narrower, more specific, lower-volume queries • Three or more words??? • Lower search volume; less difficulty • A strategy for getting around keyword difficulty

MarTech

Marketing technology: AKA platforms/software AdTech: Specifically focused on advertising

CTOR

Number of clicks divided by number of opens X 100 = CTOR (10.5%)

The 3 R's of an Effective Influencer Campaign

REACH: More or fewer "eyeballs" RELEVANCE: More or less aligned with persona, platform, business RESONANCE: More or less impactful and/or memorable

Keyword Research

Research into the usage (e.g., volume), relevance, and competition for keywords, to help us identify keywords we want to pursue Our goal: Find the highest volume, relevant keywords that are "winnable"

Local SEO,

SEO for local search results • Local searchers are often more motivated to buy • What Google says it takes to rank locally: relevance, distance, and prominence

SERP

Search Engine RESULTS Page • The SEO Question: How do we climb higher on SERPs? • The SERP Question: How will that SERP change impact referrals to our website?

Retargeting

Serving ads to people who have visited your site/content • Traditionally, two types: 1. Pixel-based (most common): For anonymous site visitors. 2. List-based: Uploading contact list (e.g., emails) to platform (e.g.,Facebook)

Forum Marketing

Sharing expertise and/or content in social forums to promote your brand (usually in subtle forms)

Spam

Unsolicited, BULK emails (must be both) • All bulk email should be "verified opt-in" 14.5 billion spam emails are sent every day

UX

User Experience. The end user's overall experience, including their perceptions, emotions, and responses to a company's product, system, or service"

On-Page SEO

Welcome to the Front-End: Anything done directly to digital/web content to improve its organic search rankings, including: 1. Including keywords in prominent, high-value places ("hot spots") 2. Enhancing content quality, through topics such as: Storytelling and copywriting, Multimedia, and Formatting 3. Enhancing the UX

Promotional Channel

a digital avenue by which we distribute our content messages to our audience and in return, receive back their attention, traffic, or dollars

"Ad platforms generally use a(n) ___________to award advertising spaces"

auction system

What's the difference between a soft and hard bounce in email marketing?

bounce rate: % of email not delivered soft bounce: temporary setback hard bounce: permanent delivery failures

2 email marketing send types

broadcast (manually sent) and triggered (automated)

3 parts of Meta's campaign structure and the questions you must answer at each level

campaign -> ad set -> ad

3 Cs of effective copy for a display ad according to Google

compelling, concise, clear

Top 4 digital advertising formats in 2021, according to the Statista chart

digital video, social media, digital display, paid search (SEM)

Organic Social

free exposure on social platforms (by posting content tot your company page/account). reach is limited to your followers and dependent on algorithm. no targeting (beyond brand/content interest)

List Hygiene

keeping list clean, focused; dropping unengaged addresses

"Bad __________ ruin good ___________." What does this mean?

landing pages, traffic generation.

3 things marketers are particularly concerned about in web design

look, story, and readability

5 "spheres of influence" for categorizing social influencers (know their numerical reach)

nano = 1k-10k followers micro = 10k-50k mid-tier = 50k-500k macro = 500k- 1 million mega = 1 million+

The 3 most common emails among "leading types of email marketing campaigns," according to the chart

newsletter, promotional, and welcome

What CTR % does page one, position one (in the organic listings) receive according to the Backlinko/Semrush analysis (look in the graphic)?

organic position #1: 27.6% CTR organic position #2: 15.8% organic position #3: 11%

"Nothing will get you and keep you on the right side of Google history like_________"

quality content

The goal in keyword research is to "find the highest ___________, relevant keywords that are ______________."

quality, "winnable"

3 elements of an effective email marketing program

• A clean list • Engaging content • Reporting

Influencer Marketing

• A form of SMM using product endorsements, mentions, sponsorships, and/or demos from individuals with large-to-niche social followings to increase brand awareness/sales. • Harnesses traditional marketing currencies like social proof, WOM, celebrity endorsement • Benefits depend drastically on the influencer, strategy, etc. • Organic vs paid

4 benefits of search ads

• Ads exactly when someone is seeking a solution • Capable of targeting specific demos, etc. • "Higher" visibility • More organic traffic

8 characteristics of "good social branding posts"

• Attention-grabbing (Hello, purple cow) • Engaging • Relevant (e.g., to the audience, to theplatform, to the time) • Valuable (e.g., funny, educational, soothing) • Memorable • Authentic/Relatable • On brand (voice, personality) • Achieves a marketing objective

ESP

• Email Service Provider • A service for sending and receiving email • Different features and capabilities • The gatekeepers

Live Video Principles

• Fish where your fish are • Find the "alignment" • Converse, interact, engage (it's not video; it's live video) • You've got tools (e.g., Restream) • Timing is everything • Promote before going live • Start a few weeks in advance (ride the "social wave") • "If you're just joining us" • Provide a next step - ideally, one that'll land them on one of your digital properties

Social Forums

• Forum Marketing: Sharing expertise and/or content in social forums to promote your brand (usually in subtle forms) • "There's a forum for that. Yes, that." • Global vs local; affinity/hobby vs professional group vs shared experience TIPS: • Alignment is essential • Fish where your fish are • Beware selling and "marketing" • Be a person, not a company • Follow forum rules

Short-Form Video

• Generally, videos under 60 seconds • Optimally between 30-60 secs

4 ways to get organic content to reach beyond present followers

• Hashtags • Tagging (influencers, locations) • Partnerships w/ other brands • Reshares - remarkability

8 key elements of a positive UX on websites and the meaning of each

✓ Simplicity- Make every element necessary ✓ Visual hierarchy- The most important elements should be most prominent ✓ Navigability- Getting from point A to point Z without thinking too much ✓ Consistency- Predictable navigability, styling ✓ Accessibility- Compatibility with different devices and users ✓ Conventionality- Conforming to standards and expectations ✓ Credibility- Being forthright and transparent ✓ User-Centricity- Focusing on the user; collecting data/feedback

SEO

"Getting traffic from the free organic search results on search engines" (Search Engine Land) • For search queries critical to your business - the RIGHT traffic • SEO aims to get your content HIGHER on SERPs • Higher position = More search traffic

"Every day, social becomes more ___________." What does this mean?

"pay to play". In other words, it's becoming difficult to grow a brand through organic social today. To get in front of new people.

What question is associated with the Lead-Runner Test? When should you look for another race?

"what would it take to catch the leader... and run significantly faster?" If the answer is "too much," or "too much for the benefit of achieving it," then look for another race

What are the #1 and #2 "keyword hotspots" for a webpage?

#1: page title #2: H1

CTR

% of delivered emails clicked (2.3%)

Open Rate

% of delivered emails opened by recipients (21.5%)

Unsubscribes

(0.1%)

Tracking Links

(UTM Links) - Links that allow marketers to track the effectiveness of individual pieces of content by adding snippets of info to the end of URLs

10x Content

...content that is 10x better than competitors produced for the same reason, on the same platform

Chris's 3 "active ingredients" for climbing search listings

1. An error-free, user-friendly website 2. Relevant, high-quality content with "right" keywords 3. Backlinks from high-quality websites • Backlink: A hyperlink from another website. Preferably from high-authority sites, so that search engines see your site is trusted

5 "critical points" about marketing analytics

1. Analytics is only as strong as data quality 2. Starts with questions, not with data. Follow Q&As, not data 3. The c-suite's love language: accounting and finance 4. Be a "marketing champion" in your organization 5. Marketing analytics = a competitive advantage

3 things that make search engines work (e.g., crawlers) and the meaning of each

1. Crawlers/spiders/bots: Sent out by SEs to discover content across the web 2. Indexing/indices: A database maintained by SEs to store and organize digital content from the web 3. Ranking systems: Used by SEs to determine the most relevant, highest quality content to serve up to SE users

5 things every website should do according to Steve Krug

1. Create clear visual hierarchy on each page 2. Conform to conventions 3. Break pages into clearly defined areas 4. Make it obvious what's clickable 5. Minimize noise

5 stages of marketing accountability (how marketers resist measurement)

1. Denial: "Marketing is an art, not a science. It can't be measured." 2. Fear: "What if my marketing activities don't impact the bottom line?" 3. Confusion: "I know I should measure marketing results, but I just don't know how" 4. Self-Promotion: "Hey, look at these charts and graphs!" 5. Accountability: "Revenue starts with marketing."

8 Steps in an Influencer Program

1. Determine your campaign goals 2. Define your campaign audience 3. Set your budget and choose your influencer type 4. Choose your influencer andreview their work 5. Develop your campaign messaging for your influencer 6. Finalize campaign expectations with your influencer 7. Reward your influencer 8. Measure your results

3 parts of the email message (i.e., the body of the email; roughly corresponding to AIDA)

1. Grab attention, 2. Build anticipation, 3. Call to action

Understand the difference between HTML, CSS, and JavaScript

1. HTML (Hypertext Markup Language)- Defines structure/layout of webpages 2. CSS (Cascading Style Sheets)- Defines styling of webpages 3. JavaScript (JS)- Defines behavior of webpages

2 types of retargeting and the meaning of each

1. Pixel-based (most common): For anonymous site visitors. Requires tracking tags (code on sites) and "cookies" (text files on browsers). Going extinct? 3rd-party vs 1st-party cookies 2. List-based: Uploading contact list (e.g., emails) to platform (e.g.,Facebook). Advantage: customizable; disadvantage: matching emails

What type of software for building websites is at the bottom of the "complexity and capability" pyramid, and which is at the very top?

1. Pure Coding 2. Content Management Systems that benefit from some coding knowledge (many with drag-and-drop plug-ins) 3. Drag & Drop Site-Builders that require little-to-no coding knowledge

3 things to check when sending a test email/preview email

1. Readability, 2. Viewability, 3. Clickability

3 placement options for display ads and the meaning of each

1. Site placement - Select specific sites/apps 2. Contextual - Ads appear on complimentary sites and apps 3. Retargeting - Ads appear to people who previously visited your site

6 "activities" for which marketers use social media and the meaning of each

1. Social monitoring - Watching for brand-specific mentions 2. Social listening - Mkt. research (wants, likes, dislikes, etc.) 3. Social engaging - Customer service and communication 4. Social networking - Connecting with influential/strategic SM users 5. Social branding - Sharing branded content; establishing authority; building image, awareness 6. Social selling - Generating leads/sales directly

6 Guiding Questions to Help You Choose Marketing Channels/Activities/Tools for Your Company

1. What exactly are you trying to achieve? 2. With whom exactly are you trying to achieve it? 3. What passes the lead-runner test? 4. Is there a zig to everyone's zag? 5. What are the costs vs potential returns? (Consider opportunity costs) 6. What do your data tell you? • Launch an MVP?

5 Hot Topics in Social Media Marketing

1. influencer marketing 2. video content and SMM 3. live video streaming 4. social forums 5. social commerce

How many martech solutions were there last year (2023) compared to 2011?

2011: 150 solutions 2023: 11K+ solutions

What % of web traffic does the Search channel refer to websites, according to the GrowthBadger pie chart?

60.68%

What % of the total social media advertising dollar did Meta receive in 2022, according to the Statista chart

65%

According to a GrowthBadger study, "Google drives ____x more traffic (to websites) than all social media networks combined"

8

Google's share of search engine referrals (among pure-play search engines) in January 2024

91.62%

2 ways to "grow a business with marketing" instead of just "doing marketing"

Do the same ol' activity MUCH better than anyone else or Innovating a new marketing activity

What are the top three social media platforms by # of active users (Data Reportal, January 2024)

Facebook, Youtube, and WhatsApp

Link Profile

For a particular website, the number, quality, and nature of the links pointing to it from other websites "Google Loves You When Everyone Else Loves You"

What's the difference between front-end and back-end development?

Front-end development (what can be seen) VS back-end development (can't be seen but makes possible what can be seen)

Ranking Factor

Something you can USE to move your content higher in organic search listings

MarTech Stack

The collection of technological tools used by a marketing team/org to plan, create, distribute, manage, and measure your marketing. Quality > Quantity

Mobile First

The principle that you design a website first for a mobile screen, then modify for increasingly bigger screens

"Arguably, no promotional channel is more ___________ than search marketing"

right place right time

Top 3 Channels for Brand Discovery

search engines, TV ads, and social media ads

Top 3 Sources for Brand Research

search engines, social networks, and consumer reviews

Know the parts of a Google search ad (e.g., headline 1)

see photo

5 essential elements in your "get on the web starter pack"

site builder or CMS, hosting service, domain name, SSL certificate for HTTPS, firewall

"SEO aims to _________"

to get your content HIGHER on SERPs. Higher position = More search traffic

Video Content & SMM

• Is video the king of content? • Why is video the preferred content format for so many SM marketers? • Better at grabbing and keeping attention • Faster processing for busier audiences • The relative ease of producing • More immersive • Share-ability • Possible misconceptions: • Audiences watch video with the sound on • Video is expensive to produce • Video is fire; no, video content is fire • The rise of the short-form video • Generally, videos under 60 seconds • Optimally between 30-60 secs

5 pillars of smarketing (sales-marketing alignment) according to SmarkLabs

• Outcome-based marketing (quantifying marketing efforts) • Shared SMART goals between marketing and sales • Inbound sales (forget "always be closing," get serious about always be helping) • Optimal handoffs (just in time) • Closed-loop reporting (sales reports what happened with marketing leads)

Influencer MTKG Principles

• ROI. ROI. ROI. • Answer the two pre-marketing questions • Match personas and influencers • Use influencers on the platforms where you already have a strong presence • Where marketing meets management • Balance your message and their style • Beware fake followers • Don't forget about brand-partnership disclosures • Weigh the different strategies: • Advertising vs Affiliate Link

Benefits of Influencer Marketing

• Specific niches and audiences • Sidestepping saturation • Trust and/or esteem • The 'in-crowd' effect • Reach/ROI • Relevancy

Social Commerce

• The combining of e-commerce with social media • In-app purchases of off-app products • Implications for: Discovery; checkout in one place; the social dimension • NOT all paid ads/sponsorships are social commerce per se • IG: Learn More, Install Now, GetOffer/Quote, Shop Now • Social users remain cautious (e.g., product quality, refunds)

What Marketers can do with Social Forums

• Their challenges/needs; your brand's failures/successes • Collect success stories and connect with potential brand champions • SEO and search listings • Seed social content • Find ABM prospects • ABM: Creating a unique marketing/sales program for a single target account

Live Video/Streaming

• Unedited, real-time, video shared by the user of asocial platform to users of the same platform • "Video the customer can direct"• Benefits: fresh approach; new audiences; $0 starting price; real-time interaction and engagement; trust- and relationship-building; easy repurposing

3 "unmatched" capabilities of email marketing

• Unmatched ROI • Unmatched versatility • Unmatched analytics