MKTG 365- Test 2

Placing mobile content

A final issue about mobile design and content is where to place content in order to maximize its impact. A heat map of an eye-tracking study of mobile screens found that viewers basically look at the center of the screen, giving 68 percent of their attention to content in the top half of the screen and 86 percent to the top two-thirds of the screen.

Using mobile to reach local audiences

A marketer can target all cellphone users who pass through a space by drawing a geo-fence, like at the Rogers Centre (a sports arena in downtown Toronto). Geo-fence

Retail stores and shopping malls are another obvious application of localization technology.

A number of large retail chains are adopting beacon technology that has been popularized by Apple. Once the user has opted-in, mobile apps running on both Apple and Android mobile devices can receive signals from the beacons. The user can then be offered personalized deals and coupons, information and other retail promotions.

What is CX again?

CX (customer experience) means cumulative experiences across multiple touchpoints and in multiple channels over time. Mobile can play a large role in reaching customers at different stages of the digital customer journey.

SEO Probelm4: Diluted link popularity of key category/product pages

Links are important to ranking. However, they need to be relevant and represent a real relationship to the topic of the main site.

Opt-in or opt-out?

Marketers are often wise to choose quality over quantity in lead situations. The cost of incremental email is virtually zero, arguing for larger lists, even if they are less qualified. The annoyance factor is so high, however, that there is a strong argument for high quality opt-in lists of prospects who are genuinely willing to receive marketer-generated communications.

Research

Google Trends and the Keyword Planner, advertisers can determine what terms relating to the campaign are being used. Narrow down the terms to those most pertinent and determine cost. Another way to research is to ask customers or other stakeholders how they search for your product and monitor their search patterns. From the information in the investigative phase, the advertiser narrows its keyword search and determines if it can afford to bid on the most appropriate keywords, adjusting its strategy if necessary.

Starbucks mobile app

Starbucks is well known for the strength of its mobile loyalty program. 1. The mobile app not only lets consumers order ahead and pay for their purchase with their phone, but it also has a convenient visual display of loyalty points (stars) that shows how many more stars are needed to earn a free cup of coffee. 2. Starbucks continues to enhance its loyalty program by partnering with companies such as Lyft, Spotify and the New York Times to let customers earn Starbucks loyalty points.

Factors to Consider When Designing a Website for Search:

Technical: Content: Off-site SEO:

What about spam in the EU and Canada?

The European Union's Directive on Privacy and Electronic Communications was passed in 2002. Email is covered under the general policy directive, and the basic requirement is that people must opt-in to receive marketer-initiated communications in all electronic media. The fact that much spam received in Western Europe comes from outside that geographical area makes enforcement exceedingly difficult. The new Canadian Anti-Spam Law became effective July 1, 2014, and is one of the toughest laws of its kind in the world. The goal is to protect Canadians from spam. The law applies to every business, including entrepreneurs and not for profits, with stiff penalties of up to 10 million Canadian dollars.

Facebook Native Ads

The Facebook Audience Network offers a native ad unit for mobile app ads. One can design the ads to contain either images or video and a call to action. After the ad is designed, Facebook serves content provided by an advertiser into the template to create an ad on the app.

more important today to place keywords properly on a page and to create longer content that will get the page ranked more highly.

The reason is a trend called semantic search: which focuses on the user's intent when searching for something. Put the primary keyword for the site in the header tags (H1 and H2), title tags, URL and the body of the text so search engines know what is important on that page. H1: the largest, all pages must have this

Black Hat SEO

The search engine algorithms look for items, such as undue repetition of keywords, or, even worse, putting keywords on a page in an invisible way, for example, by making them the same color as the background. Also, if the search engines identify the site as an offender in terms of practices deliberately designed to trick them, they can refuse to rank it altogether.

SEO Problem3: Non-optimized navigation structure

The spiders need to be able to move through the site, understand the HTML code and determine how to best index it. Difficulties, like the extraneous HTML code inserted by some of the website development tools, impede their progress.

Query

The user initiates a query that goes to the search engine's web server.

How does turbotax use mobile?

TurboTax Tax Return App How did an income tax app achieve this level of coolness? --Intuit had been testing the idea of an income tax app for a while. --People didn't believe their phones could take a usable image of their W2 form and use it to fill in their tax return. ---Users tested the app, and it worked! --The app now acts as a mobile solution where the user can capture an image of one's W2, fill out a few other fields on the form and file a return—all in about five minutes.

contextual

refers to the specific characteristic of the defined geographical area, including types of locations, demographics and other census data. EXAMPLE: The map shows a green space near York University. The space contains a bridle path; that is the title given to the defined area. The map may interest advertisers who are trying to reach the student population or advertisers of recreational products who want to reach a population that is enjoying an outing.

Sunsetting

—if we are doing a promotion for an event, which of course would have an end date, the content should seemingly remain relevant until that end date.

Web design principles Basic email design

above the fold, golden triangle

Ad promotions

ads that specifically drive app downloads

Who uses content marketing?

all marketers distribute many types of content in multiple channels

Contextual targeting

allows for advertising on a list of websites that have partnered with a search engine to display its advertising on their site. Using the Display Network allows the advertiser to choose specific sites on which to display PPC ads. Choice of sites will be based on the product offered and the characteristics of the target market. The site targeting is based on CPM, which means the cost per thousand impressions.

Dynamic Content

allows one the ability to change greeting and other content dynamically based on to whom the email is addressed.

Micro-moments

are not a measure of time but a concept that describes consumer recognition of needs. Micro-moments include: 1. I want to know, in which the customer does research. 2. I want to go, in which the customer is considering purchasing locally and looking for a source. 3. I want to do, in which the customer is seeking help with the purchase. 4. I want to buy, in which the customer has decided to make a purchase but needs more information or help.

Promoted Aspects

are regular posts for which the marketer pays a fee to have the post prominently displayed in a feed or on the platform page.

Beacons

are small, inexpensive Bluetooth devices that can be scattered throughout a retail location. determine where people are in respect to a retail location. RFID tags can determine where products are.

Keywords

are terms, words or phrases that are selected by the user when making a search in a search engine. -Keywords can also refer to terms that are bid on in a PPC system, or a section in the HTML code for a website where site developers put terms that they hope search engines will classify the site when users search for those terms on the web.

Image ads

can be either static or interactive

Text ads

can be extended to provide more information

Responsive ads

change to fit the space available

Evergreen content

content that lasts for a considerable period of time, longer than the event end date

Content Strategy

deals with the planning aspects of managing content throughout its lifecycle, and includes aligning content to business goals, analysis, and modeling, and influences the development, production, presentation, evaluation, measurement, and sunsetting of content, including governance. aligns digital marketing strategy and then be tracked and evaluated

Relationship mailings

emails that facilitate a transaction or update an existing customer These are generally exempt from the provisions of CAN-SPAM. Acquisition or promotional mailings, however, come under the provisions of the law.

Shopping Ads

emphasize product features to encourage purchase on a dedicated shopping page

Governance

governance is "a discipline that focuses on establishing clear accountability for digital strategy, policy, and standards."

Content Marketing Strategy Process

is an integral part of website design, defining how an organization's content shapes user experience with the brand. There's really only one central principle of good content: it should be appropriate for your business, for your users, and for its context. Appropriate in its delivery, in its style and structure, and above all in its substance.

Paid Social

is any type of paid promotion on social media platforms. There are two basic formats in paid social advertising: 1. Display 2. Promoted posts

Storytelling

is at the heart of good content marketing. The most powerful brand stories are the ones that prioritize customers as the stars. Think of your company as a supporting character.

Display URL

is automatically generated now from the ad copy to ensure accuracy, rather than leaving display URL selection up to the advertiser. Now Google automatically generates a meaningful and descriptive display URL, perhaps in part to aid advertisers and in part to minimize potentially deceptive practices. Destination URLs can still be customized to direct to specific landing pages for campaign tracking.

Hootsuite's rule of thirds

points out that effective SMM requires a substantial amount of outside content and recommends a Rule of Thirds: 1. One-third of content should directly promote your business 2. One-third of content should share content of thought leaders and like-minded businesses in your industry 3. One-third should be brand building content.

Chris Heria, street workouts

pushes a lot of content on YouTube and Instagram to establish himself as an authority and fitness routines

Targeting

refers to directing marketing communications to individuals or businesses that have been identified as valid prospects for acquisition or retention for the good or service.

Content

1, Purposive content—content that attracts natural links and social signal, such as recency of mention and number of social mentions. 2. Keywords—should be consistent with the landing page and can aid search. 3. The HTML title tag 4. Headings that define content 5. Optimized content and images—content relates to the subject and has meaning, and images have useful identifying tags and file names and a size that loads quickly

Where do we get an email list?

1. A list broker who owns the permission-based list sends out the emails, and the marketer only gets the addresses and other personal information if there is a response, such as an order or inquiry. 2. Once the person or business on the list moves to a prospect and the relationship is developed, the marketer then gets information about that person or company.

Main Provisions of the CAN_SPAM Act:

1. Bans false or misleading header information 2. Prohibits deceptive subject lines 3. Requires that email give recipients an opt-out method 4. Requires that commercial email be identified as an advertisement and include the sender's valid physical postal address Latest stunt: Spam as a service? Revenge Spam places unfortunate people on spam lists and demands fees to opt out.

Objective: Awareness FB

1. Brand Awareness 2. Reach—shows your brand to a maximum amount of people; allows you to set a frequency cap, which indicates the number of days that go by before your ad is shown to the same person again

11 Steps to developing an email marketing campaign

1. Build or obtain an email list. 2. Profile or segment the list. 3. Establish a communications schedule. 4. Identify the target segment and communications objectives. 5. Write compelling copy. 6. Structure your email to be received and opened. 7. Create links to further information. 8. Make it easy for readers to take action. (What do you want them to do? Tell them!) 9. Test and revise the email. 10. Measure results. 11. Integrate learning into the next email program.

Types of content B2B uses

1. Case studies 2. Blogs 3. E-newsletters 4. In-person events

Off-site SEO

1. Consistency for name, address, and phone number across the web, including a complete Google My Business listing 2. Consistency across social media 3. Backlinks—the number of other (legitimate) sites that link to the page 4. Domain name authority

What does the Google Algorithm focus on now?

1. Content —content includes quality and relevance to the desired search topic, as well as the location and frequency (density) of keywords on the page. Decide what terms are important and rewrite the page content to reflect those terms. 2. Links —the number of other sites that link to the page, the number of pages the site links to, and their relevance to keywords and search phrases are important for the site. 3. RankBrain —the process is related to voice usage and is a machine learning query enhancement tool. The tool can match queries to results pages taking into account relevance and the context of the search and reorder queries.

The SEO Process

1. Define the target market. 2. Find out what they search for and why they search. 3. Develop a search strategy: find keywords and phrases. 4. Develop a content strategy to align with the keyword strategy. 5. Redesign the site with those keywords and content in mind. 6. Register the site with search engines. 7. Implement a paid search campaign to complement or inform the organic search campaign (optional).

Quality Score

1. Expected click-through rate 2. Ad relevance 3. Ad extension relevance 4. Landing page experience (how long the viewer dwells on the page and website, or "bounces" out quickly)

Mobile Apps

1. Experts agree that users spend the majority of their mobile time using apps, not the mobile web. 2. However, experts also agree that the retention rate for apps is not high.

Email Marketing Process 4Steps

1. Gather customer data. This includes contact information, physical address or email address, or both. 2. Derive customer insight. Using the different types of information that have been captured about the customer, begin to understand what the customer needs and values. 3. Suggest proactive action. This is the point at which the process moves from analysis to action. 4. Evaluate response. In this step, program metrics are collected and analyzed to refine existing programs and suggest new strategies.

When using a service company for email, you can get:

1. Help in tracking and measurement 2. Easy integration with a company's internal database and other software programs, such as salesforce.com

Bots are predicted to be used in content marketing in several ways:

1. Helping writers choose engaging topics. Some bots, for example, use trending words in search engines to help identify topics. 2. Locating content to curate. The amount of content available is huge, and curators need automated systems to sift through it and locate the best possibilities. 3. Optimizing content for readability and SEO. Bots that can grade for readability level or for compliance with SEO criteria can save time and allow the writer to concentrate on content, not mechanics. 4. Optimizing content distribution. Which platforms offer content marketers the best chances of meeting their branding or sales objectives? 5. Analyzing the effectiveness of content marketing. Bots can automate the collection of data from platforms and the preparation of basic reports.

2 Basic types of video ads YouTube

1. In-stream ads that appear before (also called YouTube pre-roll), during or after a video on YouTube or on publisher sites on the Google Display Network 2. Discovery ads that are associated with search results on Google or YouTube

Developing a B2C Customer Persona

1. Include a photo and a relevant but hypothetical name that doesn't produce any predispositions about the person. 2. Determine the financial status and preferred payment methods. 3. Describe "a day in the life," hopes, dreams, worries and fears of the persona. 4. Explain how the persona interacts with and uses technology. 5. What information does the persona find influential? 6. What are the current brands used? 7. Add a quote that sums up the persona.

Technical

1. Indexing—making sure the site is indexed for search 2. Single URL—site should point back to a single source 3. Sitemap—aids in navigation 4. Working internal links—links should not be broken or redirect 5. HTTPS—secure site designation 6. User experience—the number of click-throughs generated by searches to that page and if the user stays on that page 7. Page speed in terms of loading 8. Keywords in URL that match the page 9. Above the fold content that is relevant to the search

Effective mobile marketing

1. Invest in the mobile channel so all mobile experiences are consistently pleasing. 2. The first contact is very important—you never have a second chance to make a first impression. 3. Ensure that the experience remains consistently excellent, from the important first contact through repeat use, which can be complicated by updates. 4. Use short copy, bold colors, minimalistic visuals and short headlines that grab attention. Introduce video content to engage viewers. 5. Consider how location-based technologies, such as GPS-enabled apps, can increase engagement and prompt user actions. 6. Include clickable phone numbers/interactive maps and other interactive elements that make calls to action easy to take. 7. Collect data and analyze it to improve mobile marketing strategy.

What makes a piece of content native?

1. It fits the content style of the publisher. 2. It is created or curated for that publisher's target audience. 3. It is on an external website, not the brand's own.

Creating and Managing Mobile Content

1. Know what the target audience is looking for. Effective content is not about what's interesting. It is about what customers want and need. What problems do they need to resolve? 2. Map the customer journey, identifying the moments and the type of device they are likely to turn to at a given moment. 3. Develop content for each of the micro-moments, but don't underestimate the early ones. 4. Tracking content performance is essential. What content influenced customers in the early stages? What content did they view immediately before they purchased?

Top objectives for B2B marketers

1. Lead generation 2. Sales 3. Lead nurturing 4. Brand awareness

What are consumers searching for?

1. Looking for a local business near them 2. Searching for information while doing a task, like "how do I assemble the bookcase?" 3. Seeking product information while shopping in a store, such as information contained in product reviews and how-to videos. 4. What do you search most often on your mobile device?

Expanded text ads

1. Made to optimize advertisements for mobile devices. 2. Ad extensions provide additional information along with an ad, which can help to increase the number of people who actually click on an ad.

Content Marketing Strategy STEP 2

1. Marketers know well the types of information used to segment and target customers: demographics, lifestyles and media use. 2. The bare statistics—although readily available from online behavioral data and marketing research both online and offline—are cold. 3. Consequently, marketers have turned to buyer personas to put flesh on the bare bones of the statistics.

Word of Advice for All Adventurers

1. Multiple platforms will be necessary to reach the target audience with sufficient frequency and impact. Whenever possible, choose platforms for which content can easily be repurposed. 2. After choosing platforms and creating content—TEST, TEST, TEST. --Many platforms like Google have testing options built into their ad creation process. --Initial testing should identify the platforms and content that work best. Remember to test new features on the best-performing platforms.

What is Google's algorithm?

1. Nobody actually knows what Google's algorithm is—the information is proprietary. 2. Search results can be different on Google and Bing due to differing algorithms. 3. Search engine marketers try to "guess" or "reverse engineer" the algorithm to get their pages ranked highest in natural search. The entries to the index and the calculations of the algorithms change over time, meaning that site ranks may change just because the way of determining ranking has changed.

Audience Development

1. Once a persona has been developed to characterize the nature of the target market, the work of audience development begins. While advertising is used to reach people with promotions and convince them to buy, audience development is used to create a community of people who are loyal subscribers to the brand's content. 2. One manifestation of this approach is the creation of email lists. 3. Creating an email list requires that people first become aware of the brand and its content, then opt-in to joining the list and, over the long run, find the emails relevant and interesting enough to continue receiving the subscription.

Email itself should include: Basic email design

1. One clearly stated offer 2. A time deadline -when the offer expires -by when the action is expected 3. Web design principles -The most important information, like the offer, should appear in the "golden triangle," the upper left triangle area where the user's eye spends most of its time. -The most important information should be above the fold; the reader's eye is going to concentrate on the area above where the web browser cuts off the email.

Generic Search Process

1. Query 2. Web Server 3. Index Server 4. Document Server 5. Users

Document Server

1. Relevant documents are taken from the search engine's document server based on an appropriate algorithm and displayed for the user. 2. The word "algorithm" in the context of search does not refer to the process of solving a mathematical problem. A search engine algorithm displays the search engine's "best guess" at which pages are most relevant to the user's search and in which order they should be shown.

Paid Research Campaign

1. Research 2. Build 3. Launch 4. Analyze and Report

B2C content marketers prioritize:

1. Sales 2. Retention and loyalty 3. Engagement 4. Brand awareness

Google has two networks for advertising.

1. Search Network, which serves ads in response to searches on browsers 2. Display Network, which serves ads on websites pertinent to the ad. Display Select will allow the advertiser to choose specific sites such as business.com and nytimes.com for ads to display for PPC campaigns.

Index Server

1. Search engines use spiders or "robots," which are programs that "crawl" the web and follow every link or piece of data that they see and bring this information back to be stored. 2. The contents of each page— words extracted from the titles, headings or the special fields (meta tags)—are then analyzed to varying degrees to determine how it should be indexed. -Site content 1. Inbound links: generate traffic from other websites 2. Outbound links: link from our site to other sites

Types of conetent B2C uses

1. Social media content 2. Images 3. E-newsletters 4. Videos

What does your ad rank depend on?

1. The bid for each keyword, or CPC 2. The Quality Score—how relevant an ad and website links are to the person who will see the ad 3. The expected impact from ad extensions and other ad formats

Content Marketing Pyramid

1. The core content at the top level of the pyramid made up of the insights and research your brand has developed. 2. More important, it must embody the mission and values of the business. 3. The content provides the core concepts and a great many specific ideas for content at the lower levels. The middle three rows of the pyramid, the derivative assets, are directly derived from the core content. 1. They allow for more focused, more frequent and perhaps more targeted pieces of content. 2. They also lend themselves to visual images and videos that many users find more engaging than lengthy text. 3. They improve reach as well as frequency because the basic content can be repurposed for a variety of channels. The high-volume promotional content at the bottom comes, in many cases, directly from the levels above, but it also provides many other marketing opportunities. It can be timely, appeal to emotion or humor, and is the best type of content for humanizing the brand in the eyes of its target audience. The content must remain aligned with the values and the message themes of the core content.

Objective: Consideration FB

1. Traffic—allows users to navigate directly to your website without completing a task, like surrendering information etc. 2. Engagement—increases the reach of a particular post, especially if the post has performed quite well organically 3. App Installs—get viewers to download an app 4. Video Views—ideal for advertisers who want more users to see their videos 5. Lead Generation—allows the advertiser to add a form to ads in order to collect lead information 6. Messages—ideal for advertisers who want to have more conversations with customers in Facebook Messenger for matters like customer support or questions

SEO Problem2: No site map on website

A detailed and accurate site map means all pages can be crawled and indexed by search engines.

What are the characteristics of a mobile-friendly site?

1. Use responsive technology to transform your internet site into a mobile site. 2. Keep the design and navigation simple. 3. Make it easy to use with just the thumbs or a forefinger. 4. Ensure that no pinching is needed to expand or contract. 5. Make content, including videos short and to the point. 6. Design forms for mobile use. 7. Take advantage of geolocation technologies to provide maps, driving directions, store locators and other location-specific information. 8. Make it easy to find and use contact information. 9.Be sure that it loads quickly and that it operates smoothly throughout.

Objective: Conversion FB

1. Website Conversion—encourages a specific behavior, such as signing up for a newsletter or purchasing a product 2. Product Catalog Sales—allows you to remarket products to consumers who have viewed the products on your ecommerce website but have not yet purchased them 3. Store Visits—ideal for advertisers who have multiple local businesses

You can find your brand story in several places:

1. Your company—its heritage, "a day in the life," its community outreach and more. 2. Your products—special history or product lore, famous people associated with them, unique product features, special uses and more. 3. Your brand—what is special about the brand, its logo, its story over time, the causes it supports, its mascot and more. 4. Your employees—who are they, what are their relationships to your products, what are their associations with causes and community activities and more.

Hubspot's content strategy

7 blogs, each with several posts per day, averaging about 35 posts each day 5 tweets/retweets per day 3 Facebook posts per day 1 email sent out every day 10 Instagram posts per week 22 YouTube videos per month 2,400 total Pinterest pins

What about social media channels that are still largely untapped?

Ads on messaging apps were unexplored territory until recently. WhatsApp is set to begin allowing ads soon. Predicted uses include: 1. Appointment reminders 2. Receipts 3. Event tickets 4. Shipping information A few warnings: 1. Messaging apps have been known to operate in what is called dark social, a space where traditional marketing analytics do not apply. In other words, dark social means social media exchanges cannot be tracked or measured. 2. Different messaging apps are popular in different parts of the world, so marketers will have to exercise care in choosing a platform.

Write Copy

An effective ad is persuasive, concise and distinguishes the firm from the competition. Include an offer and a call to action to provide an incentive for clicking on the ad. Include the keywords for which users search and a time deadline to create a sense of urgency.

Who uses content marketing?-What

Are people going to want to read conents from a lawyer's office or an oil company, or a bank?

Why is my busn not getting into consumers' inboxes?

Because you are sending emails to people who do not want them. It's not about sending out the highest amount of messages—it's about sending emails to people who are really interested in what you have to offer.

John Deere magazine Furrow Magazine in 1885

Built trust and dependence with customers. had info to improve busn and make things more profitable; along with valuable info and stories

Content Marketing Strategy STEP 3

Choosing the best set of channels with which to reach your target audience is the optimization step. 1. A brand can have a great deal of owned media, but it takes a large audience to make them worthwhile. 2. A brand should work on getting as much earned content as it can with reasonable effort and cost. 3. That leaves paid content to fill out the picture—to be sure that the content is reaching the target audience. Paid channels provide a great deal of control and work quickly—more reasons why paid placements have become an essential part of content marketing strategy.

How does zappos use mobile?

Customer service is emphasized on the app with free returns and other mobile options, ranging from gift cards to search. --The goal is to keep customers engaged by creating a personalized, emotion-driven connection so they will not delete the app. --Customers are encouraged to submit feedback and to review products. --Special events in the lives of loyal customers are rewarded with gifts or homemade cards, making them feel like members of the Zappos family.

Instagram Ad Success Story

Goal: Entice foodies to install the app (aka acquire more potential users for its service). Solution: The company designed creative assets specifically for Instagram Stories to drive app downloads and then ran performance tests. The results showed a significant growth in new customers. Encouraged by the positive results, the brand invested further by putting together appealing food imagery with enticing copy in a vertical full-screen format for an immersive experience. Swiggy then ran the campaign over three months, reaching out to new potential users in the 15 cities where Swiggy operates. The brand experienced a 17% increase in app installs using Instagram Stories (compared to other campaigns).

Build

Develop the campaign by selecting appropriate keywords and match criteria and designing ads. Keywords that are too expensive or don't have enough traffic will be discarded in favor of others. Matching categories: 1. Broad match: search setting allowing for matching on a wide variation of a keyword or set of keywords, including synonyms and related words. 2. Phrase match: search setting that includes an entire phrase. 3. Broad match modifier: allows an ad to show for searches that include the broad match keyword or close variations of the broad match. 4. Exact match: paid search parameter that is set to display to those looking for a particular phase; it will return the search volume for that particular keyword or set of keywords. 5. Negative match: search setting that is the opposite of what is desired; used to avoid paying for unnecessary clicks. Generally, the broad match will not be most cost effective as the ad will show in response to searches that may not be relevant to the product or service.

Email and Direct mail

Email is essentially direct mail on steroids because not only is the customer contacted directly, but also different offers and methods of engagement can be tested to find the most effective means of communication. In both direct mail and email, the marketer needs a solid offer, time deadline and an attention-getting device (think envelope versus subject line). email is more effective b/c it's so quick and cost effective

Email has proven to be a more powerful retention tool than an acquisition tool

Email is so effective because marketers have lists of existing customers to use— "house" list of customers most likely to purchase again

SEO Problem1: Search engine spiders unable to navigate the websit

Flash is the single biggest barrier to the spiders. A Flash Player is a web browser plug-in that allows images such as videos to display on a website. Spiders cannot read these images.

Content Marketing Strategy STEP 4

Four key types of content metrics 1. Consumption -How many people are consuming content? -Which channel? -How frequent and how in-depth is their content consumption? 2. Sharing -Which items are being shared? -By whom and how often? -How and where are they sharing? 3. . Lead generation -How is content supporting lead generation and nurturing? 4. Sales -Is content driving sales and revenue? -Is there appropriate content at all stages of the customer journey to support customers and move them through the journey?

What is the essence of mobile first?

From a strategy perspective, mobile activities are central to our overall business and how we engage with customers.

Olivia Rose Social Advertising Campaign

Olivia Rose is a website that offers afro hair tutorials to English- and French-speaking women. The campaign focused on video because the brand's videos were being featured on Google's AdSense platform, allowing Olivia Rose to show its video ads on other websites and blogs. Objectives of the campaign were to: 1. Increase the size of its Facebook fan base 2. Increase the number of subscribers to its YouTube channel 3. Increase subscribers to its blog 4. Increase the number of Instagram followers The ad ran for 20 seconds, including some text and a CTA, so it could be used on both Facebook and Instagram. Using Facebook targeting options, the brand targeted an audience that was female only, 13-40 years old and living in French-speaking countries outside of France, such as Guadeloupe and Reunion. Olivia Rose's one-day Sunday trial was so successful that the brand broadened the campaign specifications by: 1. Increasing the bid price 2. Extending its reach to English-speaking African and Caribbean countries, the United Kingdom, the United States and Canada

What are the costs associated with each aspect of SEM?

SEO → No out-of-pocket costs -However, there is a cost in terms of time to effectively design a site to optimize it for natural search. -Long-term effect PPC → Allows the user to limit spending to a daily budget -However, PPC campaigns also must be monitored on a daily (or hourly) basis because it is easy to lose a top search ranking if another firm outbids your firm in terms of keywords. -Short-term effect, which lasts only for the duration of the ad campaign.

There is no agreed-upon definition of engagement.

School of Thought #1: engagement means that the reader takes some action, from liking a post to purchasing a product. School of Thought #2: engagement means building stronger emotional ties with the product or brand. Regardless of your definition, you have to set your engagement objectives in light of your overall marketing strategy and measure the achievement of those objectives.

The Scotts® Miracle-Gro Company, known for its lawn and garden expertise and for the Miracle-Gro product, started a lawn care update email program in the spring of 2000 and now has over a million and a half subscribers.

The company uses over 355 unique geo-demographic variations of its newsletter. The content is based on the consumer's grass type, zip code (which indicates climate zone) and possible weed and insect problems that might abound at a particular time of year. Imagine getting an email telling you it is now time to treat the lawn for grubs! A customer living in an area where grubs are a concern would be grateful.

Content Marketing Strategy STEP 1

There are three ways marketing teams can obtain content: 1. Create the content themselves, which is labor intensive but hopefully produces high quality, relevant content. 2. Curate content, which is basically locating good content from other publishers and publishing all or part of it with explanation to your audience about its relevance. 3. Purchase syndicated content, a traditional publishing model in which content from a recognized source is republished, usually for a fee. There are a number of networks that specialize in syndicating marketing content.

I want to run ads. Where do I start?

Two basic questions: 1. Where is your target audience? 2. What is their intent? For example, if your audience is found on Google searching for products or DIY advice, then Google Ads is an obvious choice. It is important to identify platforms where members of the audience are spending time and engaging with content. Platforms that stimulate attention and engagement are highly desirable, sometimes even more so than platforms selected just because of their size. You also must consider your objectives!

Analyze and Report

Use available reporting tools to understand which ads and campaigns were the most successful and try to determine why. Make a note of any changes for the next campaign. In Google Ads, advertisers can measure 1. The amount of money spent 2. The number of clicks or impressions 3. The click-through rate 4. The CPC In Google Analytics, advertisers can 1. Determine how traffic arrived to the site (from search engines or other referral sites) 2. Which keywords have been most effective

Launch

Watch results as the campaigns are running. Monitor the results and refine. Use A/B testing to test one ad against another. To increase CTR (click-through rate), one can use a local search term for ads targeted to geographic areas. Local search means using a local search term in a search query. Google allows for targeting of ads to countries and regions within them. In the United States, regions can be as small as metropolitan areas, allowing PPC ads to be affordable and relevant to local and regional businesses. One can also specify type of device. It might be more expensive to run ads on mobile devices, but if the potential customer is making decisions when on the go, the investment is probably worth it.

Does email marketing still work?

Yes, because people still read emails! Businesses still revolve around email. If people are still using email, you can bet that if they receive an email and read it, the email can generate sales.

Facebook Audience Network features ______

a series of templates that allow the app owner to design advertising options that blend with the app design and still meet the requirements of designating it as an advertisement.

Good Governance

identifies the people or teams that make decisions. Decision makers then need to get out of the way and let people do their jobs.

Display advertising

in social media carries the same principles as display advertising on websites.

Viral Marketing Basic email design

include forward to a friend + social media links

CAN-SPAM Basic email design

include reply-to and unsubscribe

Basic Email Design: a good promotional email takes advantage of word-of-mouth marketing and social media

including a forward to a friend feature and the ability to post on the consumers' social media accounts. However, be careful not to add too many images or links—you could be dumping your content right into the "Promotions" tab.—Neil Patel

1900 Michelin Guide Is content marketing new? NO

info about car maintenance, hotels, and travel advice. At the time there were not many cars, but they knew the industry would grow

Social Media Basic email design

integrate with popular sites on social media

Vertical Search

involves a specialty search engine that attempts to narrow the user intent. 1. Topical search—worldwidescience.org and WebMD 2. Industry search—business.com and chemindustry.com 3. Image search—Picsearch, Yahoo!, and Image Search 4. News search—NewsNow and onlinenewspapers.com 5. Blog search—blog-search.com 6. Books and articles search—Google Scholar 7. Social real-time search—Twitter Search

Pay-Per Click or Paid Search Advertising

involves text ads targeted to keyword search results on search engines. -Can be accomplished through Google Ads; also known as cost per click (CPC). Firms seeking to rank high in specific search categories will bid on certain terms or "keywords" in the hopes of a lucrative search ranking.

Personalization

involves the creation of specialized content for a prospect with a known profile by choosing from an array of existing content modules. Although personalization can yield higher response rates, consumers do not react well to highly personalized messages that are given too soon in the relationship.

Meta tag

is a section in the HTML header section of a website that can be used to describe the site in more detail, including content and keywords. -Also known as meta name or meta element.

Geo-fence

is a software feature that lets GPS or RFID establish a geographical area that can be defined by a virtual perimeter.

Content Marketing

is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action also establishes one's self, brand, or firm as a thought leader in the industry

Online Marketing Challenge

is a unique opportunity for students to get real-world experience creating and executing online marketing campaigns for real nonprofits using a $10,000 USD monthly budget of Google Ads advertising credit through the Google Ad Grants program. The Challenge is open to higher education students from undergraduate or graduate programs, regardless of major. Students must form teams of 2-5 members and register under a verified faculty member, lecturer or instructor currently employed by an accredited higher education institute. Google will partner student teams with select nonprofits that are a part of the Ad Grants program and have opted in to participate in the Challenge.

Connected Clothing

is clothing with embedded sensors for fitness or medical tracking applications. Levi's has designed a connected jacket for urban cyclists. ---The core of the technology is a fabric that's specially woven with conductive thread, which allows it to act as an interactive touchpad. Levi's Jacquard-enabled jacket contains a swath of this fabric on the edge of one sleeve, which is powered by a small dongle, or "tag," that connects to the sleeve's cuff. The tag is also equipped with an LED light that changes colors based on what you're doing. The final piece of Jacquard is a smartphone app, which allows you to configure how gestures map to the apps you use—whether you use a tap or a swipe to answer the phone, for instance.

Click-through rate

is defined as the number of clicks divided by number of opens. Savvy marketers realize that click-through rates can be triple that of the general rate with the use of techniques such as messages triggered by specific customer actions or events.

Spam

is defined as unwanted email communication. Quite often, spam emails get caught in filters and do not reach the recipient. Consumers typically report higher open rates for permission-based emails and definitely see the value in signing up for relevant commercial messages.

Native Content

is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears. Native ads must be clearly labeled as advertising. The FTC released guidelines in 2015 that involve charges to advertisers who violate the guidelines with deceptive ads.

CAN-SPAM Act

is the U.S. law regulating advertising and promotional emails. The law, officially named "Controlling the Assault of Non-Solicited Pornography and Marketing Act," was passed in 2003 by the U.S. Congress to reduce unsolicited and offensive email.

Customization

is the creation of new content, services or even products based on the needs and wants of an individual customer—either business or consumer.

Universal Search

is the inclusion of search results from multiple content sources such as videos, images, news, maps, books and websites into one set of research results.

Keyword Density

is the percentage of times a particular word is used on a website page in comparison to the number of words on that page

Permission Marketing

is the privilege...of delivering anticipated, personal and relevant messages to people who actually want to get them."—Seth Godin Targeted emails to those customers who want to hear from a company are going to get a higher response rate than a list of customers that are not familiar with a product or service. Customers want to interact with companies, but on their own terms and in their own time frame.

Email Marketing

is the process of developing customer relationships through offers and communications contained in email messages. We all start our day with email, or at least some of us do. (If you don't check your email now, you will at your job). Earlier this year, half of all email-driven purchases originated from mobile phones (the other half originated from desktops). Though average order value was greater from desktops, consumers are increasingly converting from emails on mobile device

Phishing

is the process of using emails to obtain or "fish" for a consumer's personal information, usually financial.

Title tag

is the title the user sees in the blue bar at the top of the web page. -Also known as the HTML title tag.

Part 2 of Build Phase

is to design ads based on different themes known as Ad groups and then test different ads within that group to determine which ones are most effective. An Ad group might be handbags or purses, and then different types of advertisements could be created for the different types of accessories within that category, such as leather purses, pink purses, tote bags, and so on. The Quality Score will also drop when keywords are not grouped logically together.

One of the key benefits of using an email service provider

is usually the ability to integrate with a current database of customers and their transaction history.

So in relation to organic search, where does paid search come in?

it is useful to use paid search terms where the site is not showing up as strongly in the organic search rankings as was hoped. Equally, once the SEO campaign is successful and showing results, the terms for which the site is ranked the highest naturally can be considered as candidates for paid search. Landing page copy can also be used in paid search ads. How do the 2 work together? In the prelaunch phase, the keywords can be used to develop a consistent site message. A consistent message and the intelligent use of keywords on the site help improve the quality score during the campaign execution phase. During the reporting and analysis phase, the results of each type of search should be compared and paid keywords should be refined based on input from both the paid and organic search campaigns.

Preheader Basic email design

link to online version of email, reminder of relationship, restates offer

Keyword Bids

may or may not be the same keywords that are entered into the HTML on the advertiser's website However, there should be a relationship between the website "landing page" and the keyword term bid on in the campaign. Each keyword will have a separate price that is based on its popularity. -Some categories dominated by larger companies, such as auto insurance price quotes or mortgage loan rates, may have keywords on some days that cost over $10 per click. -Other categories may, however, appear to be quite cheap and have a minimum bid of 25 cents.

Hard Bounce

means the email address is bad or truly undeliverable

Soft Bounce

means the email could not be delivered at that particular time, perhaps because of a system problem.

Bounce Rate

means the number of bounces divided by number of emails sent. Email programs that delivered less than one message a month experienced a higher bounce rate than programs with at least a daily delivery. More frequent email can mean better delivery prospects because lists are more likely to be updated, and consumers are expecting regular communications.

Click-to-open rate

means the number of clicks divided by the number of unique opens Clean your email lists about once per month. If recipients are no longer opening emails and engaging, stop sending them emails. —Neil Patel

Time deadline, sense of urgency Basic email design

not only what the customer should do, but by when?

Call-only ads

offer click-to-call functionality

Search Engine Marketing

or SEM, is the entire process of getting listed on search engines so consumers can find a company online. Also be described as "a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages."—Search Engine Marketing Professional Organization

Search Engine Optimization

or SEO, refers to the process of designing a site and its content whereby search engines find the site without being paid to do so. Also be described as "the process of editing a website's content and code in order to improve visibility within one or more search engines."—Search Engine Marketing Professional Organization

Web Server

sends the query typically to an index server, which stores information on previously categorized websites as a best fit to certain keywords.

Subject line Basic email design

short, include brand, call to action, urgency

Who uses content marketing?- how much

should the bank produce it themselves or should the marketing team make this attempt?

Offer or call to action Basic email design

specific, clear and meaningful

Another benefit of using an email service provider is the ability to track metrics

such as click-through and open rates, and compare metrics across different offers, such as using A/B split testing.

Integration with the database means ______

that emails can be personalized to individuals, and offers can be customized based on the data and interests of that particular customer.

Audience Devlopment PART 2

the goal of early stages of audience development is to reach as many people as possible—with content, not promotional messages. The content must be persuasive enough to get them to take action—to join an online community, to subscribe to an email list or increasingly to permit push messaging. "Copy doesn't sell a product; it creates a customer"

Online Directories

the list of sites are usually arranged by category, and the directory has a search function. 1. Online directories offers both free basic listings and paid enhanced listings that allow any local business to add business details. 2. Currently, the most important aspect in being able to be found on the internet is to be indexed by the major search engines.

When a user enters a query _______

the search engine looks for information on the web and returns a list of results known as a search engine results page, or SERP. -The results are in the form of suggested web pages, images, videos maps or other types of files.

Disruption

this killed traditional advertising, doesn't mean it doesn't completely work

Local Search

using a local search term in a search query