MKT 440 dig experiences FINAL exam

AMP

Benefits from improved user experience: ____ sites beat traditional, non-optimized mobile • Faster is better than slower • Lower bounces • Better conversions • Slate's monthly unique visitors increased 44% with AMP

objective

Brand __________ (or Goal)= That is, what is it the brand is trying to achieve at the highest level - sales increase, perception change, product launch, customer feedback, lead generation, etc.

Micromoments

Coined by Google as Predictive behavior moments that occur when people instinctively turn to a phone, tablet or computer to act immediately on a need. The hundreds of tiny decision-making moments at every stage of the "funnel"

journey

Customer ________ is a map that visually represents: 1. Your customer's experience with your brand 2. How they interact with your brand's employees, web properties, communities, and materials. 3. How customers feel about their interactions

empathy

Design thinking depends on _________

What is digital marketing?

Digital marketing is the promoting of brands using the Internet, mobile and other interactive channels

journey

Each customer goes through a '________' when engaging with a product or service. Questions to ponder include 1) What is the trigger event(s)? What is the final major milestone we should be assuming for this? 2) If we assigned names or labels to the steps along the journey, what would those be? 3)What are the high points and low points of the journey? Why do they typically fall in those directions? 4)What are the pain points associated with the customer's experience?

mobile

FOR UI/UX, 3 horizontal lines= hamburger symbol means expandable _______ experience

1. share 2. status 3. favor 4. knowledge

Four overarching strategies that can be achieved through digital marketing include: 1. Strategies to gain _______ These include efforts on your behalf to gain share-of-voice for a brand. When you are developing strategies and tactics for a Plan, this is one of the critical components. To gain share, you need to have sufficient reach of your message. • Is it hitting the people it needs to hit? • Are they forwarding the message along? You also need sufficient frequency. • Are they seeing it enough to remember it and do something with it? • Enough so that it influences behavior in some way? Remember, this does not mean the brand is responsible for pushing a message out enough to hit reach/frequency numbers; instead, maybe the brand creates key messaging and then enlists others to help in disseminating that messaging to others. This can be done through social media marketing more effectively than push marketing. 2. Strategies to gain ________ These include efforts on your behalf to gain authority, or expertise, within a given industry or subject. Here you are looking for ways to gain status within the consumer community. Answer the question "who is the expert?" and that is the marketer who has best accomplished this strategy. To gain status, you can rely on third-party credibility like bloggers who trust your service/product and so indicate it to others. In these efforts, you identify influencers and work to convince them that your brand is the preeminent authority on a key topic. Content syndication to multiple sites can help in this endeavor as can any off-site efforts that appear unbiased. Status is critically important, particularly in service industries. If you hear about H&R Block all the time and see their ads everywhere, but do not believe they can competently prepare your tax returns, then the share you created is all for naught. 3. Strategies to gain _________ Time for the popularity contest. These include efforts on your behalf to generate a favorable feeling about a brand. Since you are looking to be liked, you need to listen and then participate in conversation. You need to be approachable. You need to seem like a human not a well-oiled, faceless conglomerate. Social media can work wonders in this space, as can working on search engine marketing to get favorable search engine results to appear on the first page. Content syndication of favorable articles is helpful. In addition, ratings and reviews come into play here. If people like you, they are more apt to review you favorably (or at least to not review you negatively). And if you are not favorably reviewed, you have an opportunity to turn that favor based on how you respond publicly and individually to the person. 4. Strategies to gain _________________ Using social media and other direct marketing tactics, it is possible to instill knowledge and learn in the process. Efforts to gain knowledge work both to educate a consumer and for the consumer to educate the brand. When a brand creates a presence on Facebook, the brand can learn from what consumers say, what they post and how they respond to questions and updates the brand posts. At the same time, a brand can impart knowledge with no real direct sales effort. If the brand is Southwest, it focuses on educating consumers on the beauty of St. Louis and what makes it a great city, for instance.

proto

In ________ persona you sketch the persona on top left and put their name and some basic demographics On top right u put persona behaviors and beliefs On bottom left u write what separates persona apart from others On bottom right u put needs, goals, and pain points

it; build it right

Make sure you are building the right __ before you _______ _____ _______

mar; mar; cloud; management; profiled

Marketing automation is driven through ___ tech. ____ tech is holistically about loyalty and one-to-one customer relationships - technology vehicles that enable a marketer to test and learn. Future marketing is dependent upon mar tech for optimization. A marketing ________ is a suite of software that helps with email, advertising and more, connecting data and services across platforms to focus on long-term business objectives. Within the marketing cloud are: DMPs - Data _________ Platforms: Capture data from web traffic, online ads, POS, beacons, apps and more, then centralize that data to users' anonymous online identities. It then makes the data available for marketers to use in improving performance, such as seeing when a person who views an ad browses a site or performs other activities. Customers are "________" within marketing automation so that a more personalized experience can be delivered. There are thousands of signals that go into a profile: purchase history, loyalty, historical data, demographics, current data, social media data, behavioral information, etc.

organic search

Organic search results are listings in search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements.

intent

The Power of _______ The three forms of intent: • Do Something. • Know Something. • Go Somewhere.

lean/agile marketing

The pace of change in consumer dynamics and technology demands that every aspect of communications become more flexible, integrated and efficient - call it agile creativity or agile marketing.. With agility comes thoughtful planning. It's ongoing, improving, learning. It's not reckless.

automation

The success of marketing _________ depends on the success of data collection. 20% of data drives 80% of business Recency is more important than perfection or completeness Data you own is better than data you buy or rent from third parties

goals

To find ________ we start analyzing basic things like age and gender then we move on to looking at more in depth things like attitudes/beliefs about a company, sense of place in society, views on family

problem statement

Unique statement of the problem as informed by the information from your partner team Ex:this persona needs a way to do something in his/her world

interface; experience; UI; UX

User ___________ design (UI) • The part of the product that faces the user when they look at the site User __________ (UX) • The way a person feels about using a product, system, or service __ is the saddle, the __ is the feeling you get stirrups, and the reins being able to ride the horse, and rope your cattle

bottom

Using AI for "________-of-funnel" Subscription Services. AI predicts which customers are most likely to unsubscribe from services by understanding data about features most common in customers who do unsubscribe, then translating those to a larger customer set. A marketer can then reach out proactively to those customers to prevent churn in the future. Using AI for "bottom-of-funnel" Marketing Automation. AI helps with marketing automation tools by determining rules to apply. Automation only works when the right rules are in place - such as when to send the second and third email to encourage purchase - and AI methodologies can help create rules that make automation tools more effective. Using AI for "bottom-of-funnel" Realtime Emails. AI helps in emails by providing up-to-date information to emails long after they have gone out. When a person opens the email, AI will serve the email with absolutely current stock, prices, deals, even products that are correct when opened. I used to order Halloween costumes from a company that I received emails from, until every time I went from the email to the site, the costume was sold out. The frustration would be alleviated if that company used such technology.

top-of-funnel

Using AI for "top-of-__________": Generating Content= AI content writing programs are able to pick elements from a dataset and structure a "human sounding" article. Curating Content= Engage people on site with content relevant specifically to them, such as "people who bought X are also interested in Y" and so forth. One-third of Amazon's sales come from machine learning-powered functions like recommended purchases. 75% of Netflix movies watched come from the company's recommendation system, which runs on ML. Programmatic Ad Buying= AI can learn sites that a marketer uses that are not 'brand safe' and make sure those are removed from a safe list over time. This is especially useful as often advertisers are buying spots on millions of sites at once.

what, who, why

WHAT (BRAND WANTS) • A brand must articulate what it needs • It must get everyone internally on the same page when deciding strategies and tactics -List objectives we want and the issues facing the brand here WHO (PEOPLE NEEDS) • Who are the people with whom we want to interact, to influence, to drive to action? • Who will think this is worth their time and share with others? -Who are we talking to (Relevant Insights about the persona—how they think and live)? WHY? • Why this idea over any others? • Why does this resonate with the right people and drive brand goals? -Single most important Point (Primary message that needs to be communicated (strategy)). [If we are successful at communicating only one thing, what would that be?] -Support for the idea(Functional/emotional rationale and insights for the idea). [What are the features of the idea? What are the advantages for someone to engage with the brand as a result of this idea? What are the benefits/emotions from engaging with the brand as a result of this idea?] What is the desired action the persona will take? Why should they respond in this way? [Indicate both the rational and emotional reasons for someone to respond to the idea/content]

mobile

We are in a _________ FIRST environment. 1) Plan for the mobile screen 1st! 2) Plan around "micro moments." 3) Understand how screens influence behavior and, therefore, what we as marketers should do differently.

brand utility

We create things that make people's lives better, easier or more fun.

automation

What is Marketing _________? Marketing ________ is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. It allows marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing. The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.

AMP

What is ____: ____ is about taking mobile web page speed to a whole new level. It is an Open source tied to Google. A bunch of engineers got together to find everything that slows a page down, and find a better/faster way - without fundamentally changing technology. Result: ____

quality

What might "________" content mean from Google's perspective? ✓ One-of-a-kind - original content that doesn't appear elsewhere on the web, non duplicative ✓ Relevant - content that is semantically on-topic to the searcher's intent ✓ Helpful - resolves the searcher's query in a useful, efficient manner ✓ Uniquely Valuable - provides information that's hard to get anywhere else (or at least hard to find) ✓ Great UX - easy and enjoyable to consume on any device

AR; VR

___ (Augmented Reality) a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view. __ (Virtual Reality) the computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors.

T shape

___ shape= broad in # of categories but look like an expert is one category

questions

____ seeks to find the answer to; What major ambiguities can our brand communications clarify?

CPM

____= cost per thousand where the baseline/average is 100 so u want the cost to be below average which is 100 so anything over 100 is bad

UX

_____ (User experience) =encompasses all aspects of the end-user's interaction with the company, its services, and its products.

pain points

_____ seeks to find the answer to; What problems can we solve? What problems should we avoid?

pretotyping

______ is a way to test an idea quickly and inexpensively by creating extremely simplified, mocked or virtual versions of that product to help validate the premise that "If we build it, they will use it."

triggers

______ seeks to find the answer to; In what ways does our brand tangentially intersect everyday life?

CPA

______= orders*CPA

growth

_______ hacking is a process of rapid experimentation across marketing funnel, product development, sales segments, and other areas of the business to identify the most efficient ways to grow a business.

SEO

_______ is • A set of best practices to follow to Improve Your Website • Earned through hard work • Something that should become part of your Creation Process • A product of understanding user intent • An Outcome that can only be achieved when multiple parties come together collectively

SEO

_______ is NOT A set of Tricks A way to Manipulate search engines Something that should be an afterthought a verb

Goals

_______ seeks to find the answer to; What is our brand's relationship with the audience's overall goals?

digital

_______ tools let us quickly mock up ideas, then test assumptions and gauge audience reactions in real time.

voice

________ Search Understanding popular voice queries to ensure top placements when users are searching. Organically ranking against long tail phrases utilizing responses to actual questions. Voice Products By integrating Voice productization into our roadmaps, we will ensure we stay on top of the innovation necessary to stay relevant. Think through Google actions, Alexa skills, and more. Conversational Commerce Create experiences rather than interrupt them.This requires heavy strategy, innovation and off-device promotion. Efficiencies exist in leveraging voice product dialogues into other conversational experiences (chatbots, text).

mobile

________ means local • The convergence of GPS and mobile devices creates a "perfect storm" for location- based marketing. • If I know what you are interested in AND I know where you are, I can interact with you marketer to consumer in a much more meaningful way. • Technology is the huge driver here - and no one has figured it out, per se.

owned

________ media is like getting closer to someone you're dating. Owned media done correctly draws consumers in to engage with such assets as a Web site. In this phase, the consumer is beginning to become emotionally invested and form a deeper connection. They are deciding if they want to associate with the brand, spend more time with it and get to know it better. In short, they need to find a reason to stay.

bots

________: computer programs you access through a chat interface like Facebook Messenger or SMS Assistants: application of AI that can perform tasks you ask of it via voice or chat Home devices: hardware (speakers, appliances) that provides an outlet for interacting with an assistant

Private; Critical & Open

_________ Moments= Can range from texting your friend, sending a quick email or sharing a photo. _________ & _________ Invitation Moments= Moments where we are open to the influence of brands. This is an opportunity for a brand to be a part of informing consumer decisions.

Personas

_________ are fictional characters created to represent the different user types within a targeted demographic that might use a site or product. They are useful in considering the goals, desires, and limitations of the users in order to help to guide decisions about a product, such as features, interactions, and visual design.

waterfall

_________ development Define Design Develop Test Deploy

social

_________ media is good for Research and Discovery (top of funnel) as well as Loyalty and Advocacy (bottom of funnel)

paid

_________ media is the primary source for brand information and creating awareness, However, if people feel that brands are shouting their message too loud and frequently, they will view that as "aggressive" advertising.

endemic

_________= buying ad time one by one by one on sites

earned

__________ media is the relationship stage, where brands build passion and trust through positive consumer reviews or news articles. Reciprocity, advocacy and transparency are key.

waterfall

__________ methodology= identify all the requirements up front then test it (cheaper then agile but not as adaptive to mkt changes)

pretotyping

__________= making sure we're building the thing people want

holograms

___________ Specifically in retail, three-dimensional virtual renderings of real-world objects allow the showcasing of products without carrying the actual inventory. And of course you can see clothing you like on display rather than what the designer might want. There is an opportunity to create storytelling here by focusing on more immersive ways to represent a product or service.

conversational

___________ Interaction (noun). delivering convenient, personalized support while people are on the go, with only partial attention to spare.

Internet

___________ of things a proposed development of the Internet in which everyday objects have network connectivity, allowing them to send and receive data.

proto-personas

____________ don't start with user research; rather, they incorporate company brainstorms where stakeholders capture the company's beliefs about who is using or will use the product/service and what triggers and motivates them to do so. They are a starting point, not an ending point. You absolutely need to get the view of the people you serve to develop a final persona! •They are helpful because they give you a hypothesis from which to start your research and they create alignment with the internal team. But they can't become the personas...ever...as they are anecdotal, without input from customers and lack facts to back them up.

gamification

____________= Integrating game dynamics into your site, service, community, content or campaign, in order to drive participation, loyalty and data collection

behavioral

____________= Janet visits a car review site and searches for information on a BMW. Later, Janet is visiting a non-car site like about.com. Based on past behavior, she is served an Audi ad on about.com.

agile/lean

_____________= involves making constant changes in marketing tactics its focused on building it right however this tactic keeps iterating in terms of budget so u never really know the cost which is the biggest downfall of agile

retargeting

______________= Janet visits your site/search engine, etc. and leaves. Later, your ad appears on the websites she loves to visit. She returns to your website and becomes a loyal customer.

advocacy

bottom of funnel is ______________

paid media

brand pays to leverage a channel

owned media

channel a brand controls

FINISH THIS

content publishing life cycle (know basics about it) options (not in order put in order later/know a bit about it) content personality profile Content audit (This is 2nd step for sure) content governance content publishing plan content creation

FINISH

cost of paid media least to most expensive figure out how to calculate ppc clicks/sales, cpm, cpa, ctr, cpc, roas

F Pattern (FINISH THIS)

design with it in mind??? (FIND)

ZMOT

emphasizes that consumers today may be influenced in several moments online prior to making a purchase decision

science side of marketing= finds the most efficient and effective way to engage with the personas we are trying to reach, then measures our success.

finds the most efficient and effective way to engage with the personas we are trying to reach, then measures our success.

earned

gain thru _______ media cuz it means we're not talkin bout ourselves which is more valuable

micro

in ______moments you want to 1. be there (use brand awareness to be seen by people when they think of buying something) 2. be useful (connect people with answers they're looking for in the moment) 3. be quick (We want immediate gratification and make decisions faster than we ever have. You have to be equally fast) (If it takes longer than 3 seconds to load, or if people can't figure it out fast they'll leave your site)

1. there 2. useful 3. quick

in micro moments you want to 1. be _______ (use brand awareness to be seen by people when they think of buying something) 2. be _______ (connect people with answers they're looking for in the moment) 3. be _______ (We want immediate gratification and make decisions faster than we ever have. You have to be equally fast) (If it takes longer than 3 seconds to load, or if people can't figure it out fast they'll leave your site)

art side of marketing= innovators who come up with + execute on the ideas, the disruptions, the viewpoints, the content.

innovators who come up with + execute on the ideas, the disruptions, the viewpoints, the content.

marketing

kickstarter is a _______ enabler rather than a sales enabler

goals

list of steps to find _______ 1. Identifying Your Audience Groups 2. Prioritization 3. Decisions & Triggers (where does the decision to purchase happen? At what point in the person's life or day? What triggered it? What criteria are they using to make that decision? TRIGGER EXAMPLES - this vs. that) 4. Envisioning the Journey (customer journey map) 5. A Day in the Life (imagine a typical day for each persona questions include: 1)What time does it start? 2)What do they do at their jobs? 3)How do they get from point A to point B? 4)What are they doing in their spare time? 5)What activities do they do as a family? As a couple? With friends? 6)What do they eat for dinner? 7)What do they watch on television? 8)Personality traits? 9)Aspirations?)

Digital accessibility overview • Full and equal access to information and functionality • Focused on • Motor/mobility - difficulty using hands • Auditory - deafness or difficulty hearing • Seizures - those susceptible to photo epileptic seizures Visual - low vision, poor eyesight, blindness, color blindness • Cognitive/intellectual - learning disabilities, distractibility, inability to remember or focus on large amounts of information

make products accessible to all people. Make sure to make it accessible to those with disabilities

POSTM

people objectives strategy tactics measurement

How has digital marketing changed the 4 Ps of Marketing?

product is becoming an experience. place is becoming anyplace + fast. price is becoming a discovery process. promotion is becoming participatory.

ROI

return on investment

accessibility

the relative ease with which a site can be used by those with disabilities

Digital Ethnography

the use of digital technologies for the collection, analysis, and representation of ethnographic (people's customs/cultures) data

hierarchy of a ppc campaign

top level= account campaign ad group ad copy/keyword

awareness

top of funnel is __________

Dig marketing funnel: awareness=

*Influencer Marketing • Earned Social Media (reviews/ratings) • Search Engine Optimization • Facebook Ads • Paid Search • Geo Targeted Search • Geo Targeted Display • Dynamically localized display ads • Online Directories • PPC for Mobile w/ Mobile landing pages

Loyalty

*LBS strategy (Foursquare, Facebook Places, Yelp, Snapchat geofilters, etc.) • VIP/Loyalty program • Facebook liking enabled on web properties (web, mobile web, email...) • Mobile Alerts (SMS or Push notifications via app) • Mobile Rewards- exclusive offers • Email strategy based on segmentation or RFM (Recency Frequency Monetary value) • Facebook "like" growth strategy

The digital marketing funnel From beginning to end:

1. Awareness 2. consideration 3. interaction 4. loyalty 5. advocacy

phases of funnel

1. Awareness 2. consideration 3. interaction 4. loyalty 5. advocacy

steps in the design thinking process (EDIPT)

1. EMPATHIZE- Experiencing the feelings, thoughts, or attitudes of another 2. DEFINE- Defining a Problem Statement 3. IDEATE- get lots of new ideas to solve the problem 4. PROTOTYPE- Build and make things 5. TEST- Get out and test prototype with users

geo

A ____-fence is a virtual perimeter for real-world geographic areas. A _____-fence could be dynamically generated—as in a radius around a store or point location. Or a ____-fence can be a predefined set of boundaries. Beacons are within a building experience (or defined space).

ad types

"banner" ads • Still a $10B industry • Click-through rates are low, generally around 1/10 of 1% (should not be the goal) • Buying banners is complicated • Many use networks, where publishers put open inventory into an ad exchange of sorts • CPMs are low relative to other media rich media ads • Much more interactive, enabling you to input information without leaving ad. • Often take over part or all of the page outside the ad border. • Higher click-through rates but also more expensive. • Also can be bought on site-by-site basis or through networks. facebook ads • Ads you see to the right of your wall. • Can be quite targeted and relatively inexpensive. • Lower conversion rates than search since people are not asking for them to be served. native Native advertising is advertising that takes the form of the digital media to which it is native.

interaction

* Live Chat (SMS or IM) • Chatbots / Conversational Commerce • Interactive Rich media display ads • Meet-ups, Tweet- ups • Social Integration with app (Facebook Connect, Foursquare...) • Contests and giveaways • Social Sentiment Monitor and response plan • Mobile Store Locator • Localized Phone Numbers w/ Call tracking • Mobile apps • Facebook ecommerce • Site user testing and UX assessment • Democratic user forums (User submitted ideas with voting) • Content strategy

Consideration

* Local Landing Pages (local keywords, content and imagery) • Digital integration on Traditional Media (SMS, QR codes, Trackable Phone #'s, Landing page) • Mobile optimized website (AMP, Smartphone and iPad) • Utility marketing strategy (free tools, advice or services) • Facebook content and moderation plan • Behaviorally Targeted Display (Contextual, Retargeting..) • Google Places • Google My Business • Bing Local • Map optimization • Local Directories (Yelp, Local.com, Urbanspoon • Demand shaping strategy (SMS, Email, Facebook, Twitter) • Product Feeds and comparison shopping engine

Advocacy

* WOM/ Referral strategy/program • Strategy to engage reviewers and promote more reviews (leads to awareness) • Facebook Sharing enabled on web properties • Social media interactions • Idea and other Forums • Testimonials (strategy for collecting and using)

mid

using ai for ____ funnel Predictive analytics= AI can be used to help in predicting the likelihood of a specific person to convert to a customer based on behavior patterns and other data. It can also be used to predict when a repeat purchase may occur. Lead scoring= AI and machine learning specifically can be used to 'score' the value of a lead - what is the chance they will eventually spend money and who are the leads requiring attention the fastest/most. Dynamic pricing= AI and machine learning can offer pricing discounts and incentives only to those people likely to need them to convert. This is done through the development of a propensity model (which can be used for many other things, as it predicts the likelihood of a person to take specific actions over time). Site/App Personalization= AI and machine learning can predict the stage of a person in the buying cycle and deliver information pertinent to that stage. If they are researching, you don't want to offer calls-to-buy and vice versa. Chatbots= AI and machine learning is incorporated in chatbots, which interpret people's queries and then complete actions (like orders) for them. It allows people to connect with brand ambassadors, as seen with Facebook Messenger and its virtual ambassadors.

1. left 2. left mobile 1st 3. right humans 4. left earned 5. right brand awareness; sales is further down the funnel 6. right networks 7. right bad 8. left mrkting 9. right empathy 10. right all the time 11. right search engines 12. right advocacy 13. left conversion rate 14. left the right it

whats better left or right 1. a strategy with no tactic vs a tactic with no strategy 2. mobile 1st vs desktop 1st 3. craft content to the search engines vs craft content to the humans 4. gain status/authority through earned media vs gain it thru paid media 5. display ads to increase sales vs display ads to increase brand awareness 6. most efficient to buy endemic sites vs most eff. to buy thru networks 7. A CPM index of 326 is a good vs bad value in a media buy 8. kickstarter is a marketing platform vs funding platform 9. a key to design thinking is persuasion vs empathy 10. AB testing should only happen after significant changes to a site vs all the time 11. For most sites traffics direct vs thru search engines 12. bottom of funnel is loyalty vs advocacy 13. good UX leads to stronger conversion vs response rate 14. In pretotyping we start by making sure we're building the right it vs building it right

finish later

whats the best way to drive new people into the top of the digital marketing/sales funnel, make an argument for paid media and for earned media

eaned media

when customers become the channel

ZMOT

zero moment of truth