ADM 4326 Final

Good email content is

1. Quality (well written, created) 2. Great title (must compel people to engage further) 3. Useful (it must be useful to your audience) 4. Creative (Everyone is making content, what makes yours different?) 5. Frequent (Anyone can work hard and create great content, but can you do it again?)

Why is email marketing important?

99% of consumers check email daily Multiple emails per consumer as well Most people use it once; it's your passport to the regular world, check it on a regular basis 4 billion ppl using it, will grow to 4.5 billion, more and more people will use it 90% penetration rate among US internet users For every $1 used on email marketing, can expect return of $38 (no other rates of return like this in digital marketing) Mobile opens accounted for 46% of email opens Depending on source, average email open rate ranges from 17.8%

Landing pages

A landing page is a standalone web page, created specifically for a marketing or advertising campaign. It's where a visitor "lands" after they click on a link in an email, or paid ads. Google can't find it; want to make sure funnel is clean One landing page assigned to the ad; know that they can only get to that page thru the specific ad Then u can send them exactly where u want in the next step of the funnel Usually have forms, so they can get ur info

Next step in paid ads funnel: Lead magnets

A lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details; for example, lead magnets can be trial subscriptions, samples, white papers, e-newsletters, and free consultations. Marketers use lead magnets to create sales leads. Eg signing up for Netflix, free month and never deleted Gated information in exchange for email and leads; choose between free and gated content

Basic AI

A programmer creates a set of rules or an algorithm which will create a set of tasks better or faster than a human can

Ai vs machine learning vs deep learning

AI encompasses everything - machine learning and deep learning General term for having machines think like humans Started in the 1950s and continues today w/ very basic rules in place Machine learning was started in the 80s and more about learning how we are interpreting rules, and adapting those rules and making other things up Now deep learning → breakthroughs are happening, why we have chatbots that act like people and driverless cars More and more Ai is thinking and doing and reacting like humans Not there yet but it's speeding up Deep learning started 10 years ago and we're so far already

Mobile metrics

Acquisition Get them to download the app Instals per day, over month, where did they come from eg organic, or paid post, cost per acquisition Activation Get them to open the app How many times opened and used Eg putting tutorials to give key indicators as to if good customers or not Revenue Most apps are free, incentivize with in-app purchases Retention How many people open the app as the days go along, or how many times they would open it again Referrals Inviting friends, posting on social media? Doing things to get the word out?

3 trends driving mobile

Adoption Still ton of ppl who don't have phones connected to the internet, but it's decreasing That's why Fb and Google are expanding content to three countries Why spearheading projects to give internet away for free Advanced tech Phones can do more than they could 10 years ago New apps wouldn't exist without capability of our phones (eg video) Bandwidth has gone down Brand explosion Spending more time looking at phone on screens than tvs Getting fed ads through our phones Programmatic marketing (back end systems to target and pinpoint users to target ppl wherever they are) Anywhere you're connected to the internet, you can be marketed to Marketers are now dumping money into these kinds of ads Instant gratification and able to measure more easily Digital marketers understand they need a mix of both traditional and digital, but more and more money into digital now

How to become successful

Analyzing algorithms Understand how they work and use to your advantage What criteria makes something go viral? What does the platform want? Not what you want Analyzing algorithms makes you a better marketer Posting links that take you out of LinkedIn probably means that the algorithm would not favor your post since you are taking users out of the LinkedIn website algorithms change daily Guess based on your experience Know that they change constantly, but be excited and how you can use them to your benefit

Customer journey factors - audience, tools, mapping journey

Audience Understand where they are, where do they interact (so we can interact with them on those touchpoints) Tools CRM eg Salesforce, Zendesk Mapping customer journey and calculating touch points Reimagine the funnel as touchpoints from all over the place, multiple funnels within big funnel to get ppl to buy your items Google → Telfer school → apply → go to Telfer Actual customer journey is diff for everyone Left hand side: word of mouth Then looked on Google, saw the rankings on Mcleans, click on the website, see what they have to offer, book an appointment, talk, call, usually take 9 months average

Paid digital ad formula

CPC / CPI / CPM < LTV Cost per click, cost per impression, cost per thousand, lifetime value Companies will be charged a lot if random ppl r clicking lots (CPC doesn't inc tho) Trying to spend less to acquire

Revenue models: Free

Give you features, easy to take $$ out of your pocket

Email marketing tactics for increasing quality emails

Quality emails: emails that are actively being used on a regular basis and are therefore more likely to receive and interact with your emails Double opt-in to avoid fake emails Confirm that ppl sign up, confirm the address, get quality emails Lead capture, offer something in return, give your address, in a few seconds automated email to confirm that you signed up

Customer journey = omni channel

Circles, two of them Starts with out of market (grey), triggers customer tointiitae rband, make purchase decision, good experience, loyalty The best brands focus on each engagement touchpoint and ensure that they provide a truly omni-channel experience through different channels, which gives the customer a truly integrated customer experience. Whether online from a desktop, a mobile device, in person, by phone, or in-store; the engagement and experience is seamless. Doesn't matter how you interact with brand's trust and experience is called omni channel Best practice

revenue models: premium

Combines freemium and paid models Pay for the app and option to enhance with in-app purchases

Email marketing tactics to influence the funnel and increase email list size

Create great email content: if you don't have great content in your emails, doesn't matter if you have lots of subscribers; if the content isn't good, they will leave; this is how you can increase your email list Emails you collect are owned by you; if the platform goes away eg Instagram, all your followers are gone That's why influencers now are trying to get emails so they can secure you in that way People won't sign up unless they understand the value

Important Paid Digital Advertising Tactics (work across the board): Special events

Creates sense of urgency

5 components of a great Product Marketing Strategy

Define the target audience? Not so fast. Understand your market know your position know your value know your numbers

Mobile revenue

Starts with great app; looks good, easier time getting $ and marketing out of them They need to know you have a good product

Omni channel brand example: Disney

Disney movies, parks, store, everything is seamless Bought Marvel, Star Wars, all sub brands feel the same Hotel, theme park Eg Struck 2: multichannel but not omnichannel

Email marketing tactics for increasing open rate

Double opt-in Confirming they want it makes sure they actually want to receive it Personalization Use Familiar Sender Name - Use '[email protected]' and not '[email protected]' Use Personal Tokens - Use names, locations, personal data. "Happy Birthday - Surprise Inside." Follow up emails, eg you purchased this, what about this Great subject line Keep it short: Most people open on mobile so less than 50 characters Use Urgency: "Only 2 days left to claim your prize." Use Numbers: Just like other content numbers work. (10) Ask a Question: "Do you like amazing awesome deals on jorts?" Make Them Feel Special: "This deal is just for you." A/B test subject lines See what percent of people responded more to each subject line; that will be automatically sent to subscribers Constantly testng ideas for subject lines to get people to open Test best day of the week, time for open rates Depends on type of email and company Clean list Every so often it is good to send a verification to everyone on your email list to see if they still want to be part of the list (will bring down your open rate) Don't delete ppl who clicked unsubscribed (might send another email to them by accident, mark spam, could get in trouble / annoy them, dig your website) Make sure it's mobile optimized

revenue model - free with ads

Eg Ig, free games with popup ads

revenue models - subscription

Eg Netflix Not an app per say, but based on sub service Content is there so ok to pay the fee, and cheaper than to get cable tv Problem: don't have enough content to update, no one's gonna use it

Examples of basic AI

Eg Spotify playlist; recommends other songs based on what you like If person likes 3 pop songs in a row, show others like what they saw Eg Amazon: customers have already purchased this If they have this in cart, show them other things bc it's related to that Eg Facebook and Phone and facial recognition: still basic AI Use points to determine people's face shapes and inputting that into code so they can recognize your face over someone else's Eg TikTok's algorithm (different from other social medias) If you watch a video on repeat a couple times → clue Like, comment, share with friends → also impacts algorithm Delete the app and start over, all the data that has been collected → gotta start over One way to reboot the system Video with 2 million views: usually on other platforms, other content will also have millions of views; not necessarily the case with TikTok Tons of users have little to no views and suddenly go viral Bc TikTok's algorithm shows new videos to as many ppl as possible, based on who reacts to it, after u pass a certain threshold, it then pushes it to even more people

ai impact on dm - better targeting

Eg T-shirts that are very specific to people Eg marketing director for prof on the t-shirt (would change depending on what's on your profile)

Manual sign up

Eg going to pay for items, they ask for your email at the store Events, to win a prize at the booth must add your email Can then get constant reminders of your company, etc

Landing page tactics

Ensure your ad is related to the landing page Don't send to home page; if selling item, must search on the site, will fall out of the funnel Should be directed right to the cart; decrease steps Incentivize users with irresistible offer Limit their choices Want them to take one action, or a couple Provide social proof Testimonials from customers, clients, etc, if you're trying to hire people Show value Gives value proposition Simplified form Don't ask for too much info; will think it's invasive Capture leads and funnel thru email; basics want name and email Can get more follow up information later

Important Paid Digital Advertising Tactics (work across the board): A/b testing

Every self serve platform lets you do this Do this always bc market is changing always (eg info pack had more downloads than the word brochure) Test one variable at a time Set appropriate time frame (typically about 2 weeks) Understand if results are statistically significant Make changes and repeat (just bc it worked last week but didn't again, don't throw it out, rotate copy and headlines)

Email marketing automation

Facebook ad → landing page → offer → email → confirmation email → tag that says Sally signed up for this product (smart bc landing pages can't be found by Google, only accessible thru the FB ad) → understand their behaviour → automated email with ebook → see if they interacted → send link depending on path, follow ups → reheat the lead → hottyz at the end (will buy your product) Also will get warm leads (will click on things but don't buy things) Cold leads (reheat cold links to get them warm, move them down pipeline) Good for B2B Less invasive, can send things directly All content covered so far in the course eg SEO, paid ads, site searches, forms, etc have a place in marketing automation and getting ppl farther down the tunnel

Conversion rate tactics

Great CTAs (above and below the folds) Make sure ppl click on links, clear buttons Ab test how many times ppl clicked it Don't bombard, just one, clear, call to action Reduce sales funnel Call to action → website → shopping cart; cut out the website Amazon does this; automatically purchases it for you Send follow up emails to keep ppl in the funnel Send PDF with new content, study Infographic, video Don't put the same content on all channels; keep value in the email

Evolution of phones: changed over the past decade

Growth in mobile marketing = 10-12 years in any other space bc it grows so fast

UI / UX - Poor User Experience (think abt shrunk/mobile)

If ads are cut off, poor experience for user

Why do we need to understand how algorithms work?

Imp to figure out how the algorithm works so we can impact it in our favour for digital marketers Guess how things are working and influence it

UA and organic and paid - organic

In the app store Last stop before app decision Download ranking visibility loop Start at top with download symbol, follow to right with ranking system, then visibility, back up to downloads States that: the more downloads → high ranking → more visibility → more downloads Once you get downloads → positive reviews → better rankings Specific to app stores, but also on ecommerce Have app under feature will give it visibility

product marketing / customer journey: tactics

Industry fit Blackberry vs Apple Differentiation What makes you stand out Feature branding Eg shoes with very clearly yellow highlight; more strategic Repetition Tell ppl over and over in the least annoying way, what problem it solves, repeats brand value proposition Social proof Will rarely purchase w/o testimonials, customer reviews Another touch point Don't just leave it up to customers, engage them to provide it so we know it's going to happen Products vs services Everyone 20 years ago would say that Netflix, Pampers, razors as products, but now they can all be services Can subscribe for all 3 Smart brands can turn their products into services so they can be used over and over again, more lucrative for them Service marketing Refers to both business to consumer (B2C) and business-to-business (B2B) services, and includes marketing of services such as telecommunications services, financial services, all types of hospitality, tourism leisure and entertainment services, car rental services, health care services and professional services and trade services. Also products in themselves Selling the hotel and its services World is turning more to this

What makes a good mobile marketer?

Innovative Adaptable Tech is moving so fast, if you're afraid of change, will be in trouble Use new tools eg Teams and Zoom Experienced

AI example: chatbots

Instead of waiting to hold to speak with an agent, customers can chat with a bot to answer basic pre-purchase questions Benefits for the digital marketer: Saves time, they get a better user experience, saves them time, get to capture more accurate data to market to them later on

UI UX Strategy

Lies in the middle of user needs, your vision, and technical abilities to execute it

Tools to make emails look good

Make sure yours stand out, provide different value, tell a story Simple call to action, make it clickable, simple imagery Give content to email subscribers that others don't get

Most imp: getting ppl to download your app

Measure user acquisition goal

Important Paid Digital Advertising Tactics (work across the board): timing

Might want to show the ad after they had a good experience in your app eg after they beat their high score after a good run

Features of managed paid ads

No Transparency (hard to trust data they're giving you) Little knowledge or experience required Takes little time One time cost Allows for innovative solutions

Email marketing objectives (KPIs)

Number of emails on the mailing list Open rate Bounce rate (amount of ppl who receive it and it gets bounced, they don't see it) Unsub rate Conversion rate / revenue generated

Omni channel =/= multichannel

Omni-channel is different from multi-channel. In multi- channel journeys, brands create different channels or paths of engagement and monetization for the customer eg store, mobile, newspaper, ad With an omni-channel approach the customer experience is integrated throughout the channels to create a consistent brand experience. Everything is all connected and consistent You can't have an omni-channel experience without using multiple channels, but not all multi-channel experiences are omni-channel.

Paid digital ads funnel

Paid ads → landing page → lead → conversion Very little spots for ppl to drop out

Retention - mobile ads

Push notifications Badging Similar within the games Make the user click the ap often Daily bonuses, spins How do you learn about ads? Most common is word of mouth Sharing eg on social media Daily content Keep feeding the beast Daily rewards Multiplayer

Important Paid Digital Advertising Tactics (work across the board): ad refresh

Ppl get desensitized Rotate your ads frequently (at least every 2 weeks) Change colors Vary Wording Monitor CTR Change CTA

Revenue models: Free & Paid Model Design

Release it and forget about it! Build it, put out into the world, look at stats, update content, that's it but not working rn

Mobile websites

Responsive websites Every site is mobile responsive Equal or better than desktop experience Google ranks mobile friendly websites higher than those that don't have a mobile view Respect UI/UX that's specific to mobile design, otherwise hard for ppl to follow Eg hamburger menus Universally known that it's a dropdown menu

Important Paid Digital Advertising Tactics (work across the board): retargeting

Retarget after putting cookies so you know where they go Don't retarget twice (if they don't come back again, stop doing that) Retarget based on value. Where did they go? Look at time spent Don't stalk

Where do ads come from

SDK (integrate the SDK into the mobile app) Want to get ads from diff ad networks, 5-7 SDKs

Paid Digital Ads: Types of Ads (top of funnel)

Search engine marketing, display ads, social ads, mobile ads, sponsored content

Email marketing tools

Sending mass emails to mass number of ppl (esp if it's +50, 100 ppl) Need a tool to do this bc sometimes servers block u Eg MailChimp, Constant Contact, Convert Kit, etc MailChimp is most used, and easy

Canadian spam law

Shouldn't do it, could put company and selves at risk Don't buy people's email lists and use them to send emails to ppl

Website opt in

Sign up to get notified, offers After content opt-ins Call to action at the end of blogs

How AI chatbots work

Step 1: identify your objective Eg better user experience, saves time, better customer service, more accurate data capture Is it to get someone to click on smth so they give you your email? Get them to answer a few questions? Step 2: Choose a chatbot tool Eg Chatfuel and Manychat Step 3: Decide how it'll integrate in your funnel For ex, at Telfer, start with Facebook ad at the top, then messenger bot, then website, then purchase Facebook ads usually say to users, you went to Telfer, did you have a good experience? Give positive feedback (recent grads and current students) Messenger bot will interact with them directly If yes → click link to give positive review If no → personalized message to student center so no bad review Step 4: Setup rules If user says something similar to awesome, fantastic, fine, etc, bot replies with text or block Can randomize diff responses; the more you have, the more human it feels

product marketing / customer journey: strategic vs emotive thinking

Strategic: Driving a respective industry. Influential and driving innovation. Eg Samsung Emotive: Driving emotions in people which cause them to buy your products.

Conversion rate

The percentage of recipients who clicked on a link within an email and completed a desired action, such as filling out a lead generation form or purchasing a product. Want them to do the next step; talk to someone, get a demo of the product Not really to get money, just next step in funnel Do it by creating good content; more likely to convert (if it feels like robot, less likely to get response)

Paid Digital Advertising

any kind of advertising that you have to pay for, versus owned or earned advertising. As opposed to content marketing Job prospects Volunteer for free Most digital platforms monetize or allow you to monetize your users through paid advertising. Middle men doing buying between publishers and sellers

UI

artsy, graphical, what it looks like (graphic design) e user interface (UI) is everything designed into an information device with which a person may interact. It's the design part that is related to how the interface looks.

Bounce rate

There are two types of bounces, hard and soft. Amount of emails that you send that don't get delivered. 100 emails, send to all 100 ppl, 1% bounce rate is what you want to be Hard bounce: e-mail message that has been returned to the sender because the recipient's email address doesn't exist or the recipient email server has completely blocked delivery. Fake address usually A soft bounce refers to an email that gets as far as your recipient's mail server but bounces back undelivered before it gets into the inbox. Good emails that work, but server might not work, doesn't get to sender Eg mailbox is full, not configured properly, email is too large, blocked content, etc

Paid digital advertising objective

There are usually two goals for paid digital advertising. 1) To acquire customers who bring more revenue than it cost you to acquire them or... Maximize ad spend so lifetime value is higher 2) Bring awareness to your brand. (main objective)

Features of self serve

Transparency (can see ppl clicking in real time) Knowledge and experience required Time consuming Pay as you go Standard solutions

Free content and lead magnets

Trying to get a lead and draw ppl in thru the magnet Usually good for products/services w/ long durations Eg digitalmarketer.com, ad for ultimate Facebook Ad template library, download button, sends you to add their email address Create content that is so enticing that ppl will give us their emails for it

Email marketing strategy

Trying to reach our users through a digital marketing channel (email), trying to put content through that channel to get them to convert; whether that be to purchase something from you

UX/UI

Two sides of the same coin, go hand in hand, work together UX: scientist, designer, thinker, nerdy (eg feel when you scroll) UI: artsy, graphical, what it looks like (graphic design)

Types of paid ads

Two types: managed vs self served Managed: An advertising platform where you have to rely on someone else to set up and run your advertising. Self-Serve: An advertising platform where you can do everything yourself. However, for larger accounts you do have the option to get some help. Common on Facebook, Twitter, Instagram etc

Important Paid Digital Advertising Tactics (work across the board): Special events; Microtargeting

Understand your target market eg Target dad example Build ads to suit their needs Speak their language

UI UX Tactics

bottom up design, user first design, outline your vision, create circumstances of use, create design crtieria, measure success and failure, know your audience, focus the design on the UX, keep things simple and consistent, use common design elements, imp info first, make the design responsive, ensure visual hierarchy, typography is important, use color and contrast, empower the user, conduct research and testing

Tactics for decreasing bounce rate

Use Double Opt-In Sign Ups Clean your List Remove role accounts - [email protected] Remove fake accounts - [email protected]

Important Paid Digital Advertising Tactics (work across the board): psychology

Use psychological triggers Urgency, exclusivity, fear, & doubt. Reposition the competition

Contests

Value in signing up to get prize

impact of AI on digital marketing - increased ROI

Very basic AI: eg email automation, drip campaigns Did they open the email? Did they click it? If not, we send them email 2 weeks later Complex rules and decision trees that email marketers use

free with ads - ad format

Video interstitial: One of the most popular mobile ad formats. They are video ads that pop-up at specific times during your app. Static Interstitial - Static interstitial ads are exactly the same as video interstitials but with static images. Rewarded Video Ads - Rewarded Video Ads are one of the newest mobile ad formats and the best fit for mobile games. They are non-skippable and triggered by the user. The user chooses to watch the video ad and in exchange, they are "rewarded." Playable Ads - Playable ads are the most interactive of the mobile ad formats and are usually advertisements for other mobile games. When the ad plays the user is able to interact with the ad and play a mini-game. When the mini-game finishes the user receives a prompt to download the full version of the game. Native Ads - Native ads are a mobile ad format that strives to match the user interface (UI) of the mobile app. Examples of popular apps that use this ad format exclusively are Instagram and Twitter. Eg product placement Banner Ads - Banner ads have been around the longest of any of the mobile ad formats. Simple placements can be set up at the top or bottom of the screen and different banner ads will automatically cycle through the placement. Product Placement Ads - Product placement is a form of native advertising that works with mobile games. Ads are custom and fit directly into the mobile game to create a seamless experience for the user. The problem with product placement is that it's hard to scale.

Customer journey map

Visual or graphic interpretation of the overall story from an individual's perspective of their relationship with an organization, service, product or brand, over time and across channels.1 Very linear So we can decide at which part did we influence the customer the most to get them to do what we want them to

So you got them to download the app, now what? Mobile user activation strategy

What's the intent? For ex Starbucks Free coffee thru points (loyalty program), find closest Starbucks, pay directly thru it Get them to use it Want ppl to allow notifications so thru push notification or badges Tutorial 1 sentence, 3 points on the usefulness Call to action Join rewards Secondary cta Sign in Eg birthday treat to validate other things Connect your credit card Much easier to take $ from your card

Unsubscribe Rate

When you send an email. The unsubscribe rate is the rate of people unsubscribing from your email list. Generally speaking you want to keep this under 1%.

AI

branch of CS that deals with building intelligent machines that can think and respond like humans

UI / UX - How does it most impact digital marketers?

Will lose people along the way if you don't make it look good (drop out of the funnel) Will need to work with art directors/graphic designers to make sure digital marketing is working Be able to have basic knowledge of UX/UI at the very least Website Home Where you will send ppl to sign up for email, make purchases, etc If ppl don't know how to interact with it, will lose people in your funnel (Great looking ad, but don't know where to click, lose a customer) SEO Good UI/UX to get high ranking on SEO If ppl get to ur site and can't understand it, broken links, will disappear right away, negatively impact your SEO Understand it so you can work with the digital designers who will be building your product Digital ads Advertising is done with graphic designer to translate idea → final product Content creation Many ways to create it; infographics, videos, TikToks Need the help of GDs to put together your vision, understand what's going on

Important Paid Digital Advertising Tactics (work across the board): multiple ad networks

Will run out of ppl, must hit repeatedly to get results Stay up to date with all networks Try different ads on different networks (more work = full time job) Understand each network's audience Don't put your eggs in one basket

User acquisition strategy

can be divided into two parts: Launch Strategy: key is to understand that the best way to get good traffic for launch is to do a bunch of activities and time it so the impact is influenced by other activities Eg launching a product/service, make sure there's a PR, press release, social media is active, everything should happen close to each other to amplify Live-Ops Strategy: get ppl to keep coming back over and over again Eg Netflix keeps changing catalogue, always something new

Examples of lead magnets

checklists Whitepapers Infographics Brochures Info Packs Templates Cheatsheets Tool Kits Scripts Workbooks White Papers

Tactics for decreasing unsubscribe rate

create great content, match value proposition, segment email list, map content, offer customized email frequency, sched emails regularly, test emails

Important Paid Digital Advertising Tactics (work across the board): location

creative placement

Revenue models: Freemium

free to download. Once a user downloads the game, the experience can be enhanced by purchasing in-app purchases or IAPs. Users may also see mobile advertising in the app. IAPS can be consumable or non consumable Non consumable: Will never go away. Own for the life of the app. Consumable: Once it is used, it can never be used again. Similar to walking in malls Sales/new content 95% of ppl will never buy an IAP, but 5% of users are making millions of $ for brands Just need to focus on the 5% Other 95% get to spread the word These models only work if you have many ppl using it (otherwise 5% of 100 ppl is not good) Need high volume of users bc conversion rate is so low

Email marketing funnel

in a cloud: email subscribers Deliverability (99%) Open rate (10-25%) Ballpark 20% Click to open (15-17%) Conversion (1-4%) Want to shoot for 20% open rate

Search engine marketing

marketers bid on keywords that are typed into search engines. When a user types in the keywords, the ads of all bidders for those keywords will appear in the search results. The higher the bid, the higher the ad will show in the search results. Will do it in seconds Common on Apple Exactly like SEO; figure out what keywords you want, optimize for those keywords, let algorithm pick it up Ad section at the top of Google Diff formats eg Youtube ads, interstitials (not just text; videos, images, etc) Key diff is the bidding, dep on where keywords are searched, your ad will show up

Impact of Ai on DM - better user experience

marketing to people faster and in a less invasive way Eg Alexa learn how you talk, constantly getting smarter and acting more and more human based on the mass of info they're feeding it Also getting faster results bc of it; eg Google tells you the answer to questions as you're typing it in

Revenue models: Paid

most are 4.99, average ppl pay is 0.99 Are Starbucks ads for eg really free? Might spend more $ thru the app than non app users

Important Paid Digital Advertising Tactics (work across the board): bid management

You don't need the top spot it's not always the best spot Monitor carefully and use your data Experiment Create a schedule

Why is UX/UI important?

Your customers or potential customers will experience your digital marketing (website, ads, content, etc.) in different ways. Imp to optimize in all of these ways.

UA and organic and paid - paid

ad networks, facebook ads, apple search, cross promo, leverage partnerships, social media

open rate

amount of people who open your email vs the amount of people on your list

deep learning

part of a broader family of machine learning methods based on learning data representations, as opposed to task specific algorithms Instead of one data set, data array built of many sets of rules Mimicking how your brain works Eg self driving cars need sets of rules, diff ones, to interact with each other to operate safely Eg for street signs, how wide the road is, how far u r to other cars, weather All most interact with each other properly to ensure no damage Where deep learning comes from + the impact it has on digital marketers: can basically create marketing robots that will react in real time to what's going on Eg real time bidding (RTB) In real time, less than 1 second, 100s of 1000s of ads are competing to be shown to you; based on what they're willing to pay and the things you like, they're shown to you through this system Eg real language chat bots Use natural language processing to chat with customers in a human way Getting there but not there yet Eg Sephora uses this system for realtime learning of chats

machine learning

practice of using algorithms to parse data, learn from it, and make a determination or prediction about something in the world Make basic rules, and how you interact with them, machine learns and changes the rules in the future to give you something else Eg on Google, fav restaurant that you always type in and go to; will learn that's the place you like, if you're logged in, attributes those searches to you (diff ppl will get diff results) Making a prediction based on what you've done in the past Eg SproutSocial figures out best time of the day to post Analyze all the posts you've made before, time of day and their reactions, based on that, will post at the best times Took the simple job of a marketer

UX

scientist, designer, thinker, nerdy (eg feel when you scroll) ser Experience (UX) Design is part of the design process. However, UX is more focused on the overall experience than just the look. UX involves designing and planning an experience and creating a workflow for the users of a website, app, Interactive ad, (or any piece of technology really)

Algorithm

set of rules to be followed when solving problems If this happens, go here, if that happens, go there Decision tree

First use experience

teaching you how to spend your money eg on mobile games Daily bonus first time you use it, will win, makes you feel good

Product marketing

the process of bringing a product to market. This includes deciding the product's positioning and messaging, launching the product and ensuring salespeople and customers understand it. Product marketing aims to drive the demand and usage of the product. Starts with a problem, know what problem your product solves

Customer journey

total sum of experiences that a customer goes through while engaging with your brand. Marketers should look at the entire customer journey instead of looking at one, or a few engagements in isolation, to fully understand the customer experience from awareness to advocacy.