Digital Marketing

Behavioral Targeting Examples

Customizing web content: amazon shows a link for users from Spain to log-in directly into Amazon.es Personalized offers, coupons, and discounts: 5mimitos, an online store focused on products for babies, shows a discount code when a customer has made 3 or more purchases in the last 3 months visits 5mimitos Up-selling and cross-selling: GemLn.com, an online jewellery, show their customers similar (but more expensive) products. But if they detect that the user tends to buy several products in the same navigation session, they show their customers complementary products Product Recommendations: Amazon suggests sell with the current item, as well as accessories that users often buy in addition to the original.

Where people share

Diagram (depends on age bracket --> ie Generation Z vs Milennials vs Generation X vs Baby Boomers)

Retargeting Increases Sales

Diagram --> proves that reminders work and users are willing to click on these reminder ads

Competition level

Difficulty achieving top rankings How many other websites are using the same keywords

social media analytics

earned media: Earned reach ex: Facebook, twitter, instagram, Pinterest and other social channels

Search Friendly URLs

www.nationalgeographic.com/animals/african-elephants Singe domain, Shallow folder structure with relevant words, keywords in page name separately by hyphen Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unecessary Subdomain, Dynamic URLs don't perform as well as static and engines recommend against more than two parameters, No keywords in the URL string

Advantages and Disadvantages of Guaranteed Contract

+ Guarantees ad message gets out (This weekends movie release, retailer holding clearance sale. For branding advertisers, ensures brand-safe content) - Old fashioned, high contracting costs

High click through rate and low view through conversion rate

- Good ad but not the best product or best website/landing page

Why does Retargeting Increase Sales?

- Often there is a promotion offered the second time around to entice you to want to buy - Additional exposure keeps the product at top of mind - Firms can save on advertising costs because they are only showing the ad to people who are interested in the product

Why is search engine important

-80% of consumers find your website by first writing a query into a box on a search engine -85% of all traffic on the internet is referred to by search engines -90% choosea site listed on the first page of the search result -Top 3 organic positions on search result receive 59% percent of user clicks.

SEO - what is NOT recommended

-Flash and shockwave: Spiders do not pick up these files -Image only sites: Spiders do not pick up images -Image maps: Spiders cannot read image maps. Do not use them on your home page or critical pages. -Frames: Only one page can be titled (titling is critical in search rankings). If the spider cannot read the complete page (because of the frames), it will not be indexed properly. Some spiders may not even read a frames web site -Misspellings, JavaScript or HTML errors -PDFfiles:Althoughsome search engines can index them, the pages must be interpreted into HTML and can lose much of their content. PlacePDFs lower down in your site -Drop down menus: Spiders cannot read them therefore make sure you have a Site Map

How people share

-Updatingself-status on social media sites -§Commenting on articles, products, or others' postings

WHO share

1. Creators ---publish a blog, your own web pages, upload video or music content you created, write articles or stories and post them 2. Conversationalist --Update status on social networking site and post updates on twitter 3. Critics --post ratings/reviews of products or services, comment on someones blog, contribute to online forums, edit article in wiki 4. Collector -- Use RRS feeds, vote for web sites online, add tags to web pages or pics 5. Joiners --Maintain profile on a social networking site, visit social networking sites 6. Spectators --read blogs, online forums, customer ratings/ reviews, and tweets --listen to podcasts, watch videos 7. Inactives --None of above

Recommendations for Firms to Deal with Privacy Issues

1. Develop user-friendly privacy controls for customers -Make privacy policy easy to understand -Be transparent about how personal data is used 2. Avoid multiple intrusions -Limit the amount of privacy intrusions, such as pop-up ads or targeted ads 3. Preventhuman intrusion by using automation wherever possible -Use machine processes to mine personal data

Examples

1. Michelinguides= "Michel in Guides"? 2. Case of CNN ---Initially registered to individual James Cox ---In exchange for Twitter handle, Cox hired as consultant

•Why do we need to understand consumers' social sharing behaviors? -Who, How, What, Why, Where, When IMPACT OF SHARING

1. Sharing drives the integration of own media, earned media, and paid media. (owned, paid, earned media) 2. Shared reviews affect consumer purchase decisions ---(85% of consumers say that they read online reviews for local businesses) ---(79% of consumers trust online reviews as much as personal recommendations) ---(67% of consumers read 6 reviews or less) 3. Social sharing can cause amplification, enhancing effectiveness and efficiency of a firm's marketing effort ---Friends of Fans are much more likely to buy than the general population

Programmatic Advertising: Challenges

57% Multidevice measurement 47% Fraud 47% Ad Blocking Generally 35% Ad blocking on smartphones 18% Privacy issues 16% Other

Trademarks

A distinctive mark, motto, or device or emblem •Trademark law concerns the ownership of intellectual property that identifiesgoods or services. ---Under the federal Lanham Act, trademarks may be registered with the government. •Trademark law appliedto the Internet naming system of domain names. ---Similarities in names may result in trademark infringement claims. ---A trademark violation, cybersquatting, involves the registration of domains that resemble or duplicate existing ones.

Ad Exchanges

A platform running an auction to determine which advertiser buys an individual impression in real time •(<0.1 seconds) ---Real time bidding: buying/selling of ad impressions is done in the time it takes your webpage to load ---Programmatic: using algorithmto allows advertisers to automatically target consumers based on certain metrics •Ad exchanges are operated by Google (DoubleClick), Facebook (FBX), OpenX, AppNexusand Yahoo (RightMedia)

Social Monitoring Tool: Twitter Counter

A took used to track twitter and user stats

Search Engine

A web search engine is designed to search for information on the World Wide Web and FTP servers based on keywords. The search results are generally presented in a line of results often referred to as search engine results pages (SERPs).

Guaranteed Contract

Bulk ad purchase that specifies the price and quantity, as well as the time frame and targeting criteria •Examples -"200,000 impressions to US users on the New York Time's finance related pages in July" -"all impressions on the EPSN homepage on Sept 21" -"300,000 impressions on Yahoo! to a retailer's existing customers in April"

Artificial Intelligence (AI) for Customer Service

CMO's using AI in marketing mostly for content personalization, predictive analytics for customer insights, targeting decisions, customer segmentation, and programatic ad and media buying

CONSUMER BEHAVIOR

CONSUMER BEHAVIOR •Web 2.0 •Consumers' Social Sharing Behaviors •Buzz marketing

Paid Search (PPC)

Can directly influence ranking, based on bid Control over message -- Can be more product focused / benefit driven -- Copy test, frequent update Compensates for inconsistencies in SEO, ensuring consistent placement High paid rankings have a positive effect on the brand (and vice-versa) Budgeting opportunity Immediate results

Owned Media

Channel a company controls ex: Website, Blog, Twitter, Facebook Benefits: Control, Cost efficiency, Longevity, Niche audience

Paid Media

Company pays to leverage a channel ex: Display ads, paid search, sponsorships, TC and Print ads Benefits: In demand, Immediacy, Control Challenges: Clutter, declining response rate

Security

Data collectors must take reasonable steps to assure that consumer information is accurate and secure from unauthorized use.

Measurement Biases

Emojis can come off as being the same. One person may rank a certain emoji as negative while another is neutral and another is positive. Look at emoji diagram higher values are greater response variation

Integration of Owned, Paid, and Earned Media

For example, Company A creates and publishes an original article on the paid ForbesAdVoiceplatform. The article is shared by employees of Company A via their personal Twitteraccounts. The Twitter followers of those employees, who have no affiliation with Company A, start to share the content as well on multiple channels.

Social Media Campaign

Go Pro: •Seal slaps kayaker's face with octopus in New Zealand captured by GoPro •The GoPro team used it to create social network posts and news stories #AskSeaWorld

Keyword Research Tools

Google Keyword planner

How do advertisers target consumers (2 ways)

Guaranteed Contract: Bulk ad purchased that specified the price and quantity, as well as the time frame and targeting criteria Ad Exchange: A platform running an auction to determine which advertiser buys an individual impression in real time (<0.1seconds)

Facebook likes can tell about you

High IQ: The Godfather, Lord of the Rings, The Daily Show Low IQ: Harley Davidson, I Love Being a Mom, Tyler Perry Neurotic: Emo, Dot Dot Curve, So So Happy Calm and relaxed: Business administration, Climbing, Getting Money Parents separated: I'm Sorry I Love you, Never Apologize For What You Feel, It's Like Saying Sorry For Being Real Parents not separated: Apples To Apples: The Helen Keller Card, Gene Wilder, Making Dirty Innuendos Out of Perfectly Innocent Things

When people share

Hollidays, time/vacation, family, relationship, personal accomplishment, educational, life event of a child or grandchild, professional, death of a loved one, home purchase or move, divorce or separation

Facebook Knows Who is Romantically Involved with Whom

If one of your Facebook friends — let's call him Joe — has mutual friends that touch disparate areas of your life, and those mutual friends are themselves not extensively connected, it's a strong clue that Joe is either your romantic partner or one of your closest personal friends.

Keywords

Important for both SEO and PPC •Keywords are the words and phrases that searchers type into the text box in a search engine to find resources.

Programmatic Advertising: Advantages

In 2017 programmatic advertising made up 72% of digital display advertising -Allows for fine targeting based on the expected value of an impression(user, webpage, time) rather than an audience -Allows for retargeting and behavioral targeting across multiple publishers -Reduces transaction costs by facilitating advertising on (small) publishers who can't afford a sales force Given its efficiency, the programmatic format of media buying is already making its way into other media types, including television, outdoor and print.

Your Instagram Photos tell whether you have depression

Inkwell filter: more likely to have depression

Organic Search (SEO)

Less direct control over ranking Limited control over message -- Message is typically generic / brand driven -- Pulled from code on website When done well, it can be a very effective method of increasing traffic and leads High organic rankings have a positive effect on the brand (and vice-versa) 69% of total search clicks are organic Can be expensive (if outsourced) & time consuming Not quick process and/or results

Data Collection via Mobile Apps

Location Device ID Phone # Your usage experience with an app

MarTech

Marketing Technology - Many marketing companies now claim themselves to be technology companies as well

Characteristics of market Segments

Measurable -size, sales value measurable Substantial -Size, sales value sufficiently large Accessible -respond to advertising, promotion Differentiable -Internally homogeneous, externally heterogeneous Actionable -Characteristics provide supporting data for a marketing strategy, and outcomes are quantifiable

An individual becomes a target market..

More individual level data available -Demographic -Geographic (location based information), -Behavioral(collected through cookie, smart phone) Direct contact facilitated by internet -Email -Web browser -Smart phone

Search Engine Optimization (SEO)

Refers to the process of "optimizing" both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.

Power of video on facebook

Shares on photo posts, linked posts, video posts Shares on video posts has increased over the years

CopyRight

establishes ownership of a written, recorded, performed, or filmed creative work •Copyright is the primary means of protecting most expression on the Internet. --Doctrine of Fair Use: Ability to copy protected material for education and news reporting -----Without permission of the right holders -Doctrine of First Sale: Limit the ability of copyright holder to obtain profit after the initial time at which the material is sold -----one who buys a copy of a book is entitled to resell it, rent it, give it away, or destroy it, but NOT make new copies of the book

Paid search

is a type of contextual advertising where web site owners pay an advertising fee to have their web site search results shown in top placement on search engine result pages. It is sometimes referred to as CPC(cost-per-click) or PPC(pay-per-click) marketing, because most search ads are sold on a CPC / PPC basis. - Ex. Chipotle paid Google so that when someone searches "restaurant near UConn" Chipotle's website comes up in the Paid search area

•Search Engine Optimization (SEO)

is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. - Your website will appear on top of the organic search area (after the paid ads)

value of visitors

performs desires action/converts how likely a visitor who searches a key work will convert

search volume

quantity of queries per month how many people search exactly the keyword

Spoofing

tricking ad buyers into purchasing advertising space on websites that don't exist, or that the sellers don't have access to. •Ad fraud will cost companies around the globe $16.4 billion in 2017

Retargeting

•A special type of behavioral targeting •Online ad is shown to a user who had searched for (or saw) a particular kind of content

Combat "Spoofing"

•Ads.txt -Led by the Interactive Advertising Bureau (IAB) Tech Lab -A text file where publishers list approved ad sellers: https://iabtechlab.com/ads-txt/ -Companies can then use it to create programs to make sure they don't buy unauthorized ad space.

TARGETING STRATEGY IN THE DIGITAL AGE

•Behavioral Targeting •Search Engine Marketing

Domain name strategies

•Choose a domain name that will increase your search engine ranking- use keywords, location, advertising terms, product names- choose a keyword that is important for your business

Image Alt Attributes

•Choose a logic name that reinforce the keywords •Makesure that text nearby the image is relevant to that image Good keyword usage in the alt tag

Content Strategy

•Create exclusive, unique, useful, and interesting content •Place target phrases toward the front of sentences & paragraphs •Embed links with-in your content to relevant pages to establishes relevancy for spiders & users. •Avoid presenting your content in certain dynamic methods (i.e., Flash, JavaScript, and so on. ) •Although it is the best practice to achieve around 3-5% keyword density, there really is no magic target density, since it varies from time to time and from phrase to phrase.

Behavioral Targeting

•Develop personalized marketing campaigns based on a consumers' behaviors -ex: online browsing behavior, past purchase behaviors -May correlate with consumer demographics or geographics

Sponsored search ads are sold using an auction

•Google runs an auction for every search •Advertisers only pay when a user clicks •Sponsored search auctions are based on a "Generalized Second Price" auction --You pay the next highest bid -- Even though $.32 is the highest bid they don't have to pay that price for the first slot. They only have to pay the next highest bid ($.22)

Linking Strategies

•Google: "Your site's ranking in Google search results is partly based on analysis of those sites that link to you. The quantity, quality, and relevance of links influences your ranking." -Text in the links should include keywords -The more inbound links the higher the SE ranking -Ifthe site linking to you is already indexed, spiders will also receive your site -quality of inbound links is critical •How to increase links -creativecontent / copywriting -good outbound links -targeta list of sites from which you can request inbound links -linksfor the sake of links can damage your search rankings

Power of Humor

•Humor is in 90% of all viral ads. •Two types of humor: pure and shocking --Pure humor (typical humor, happy and nice to watch) drives viewing and sharing --Shocking humor (humorous but not necessarily pleasant to watch) drives viewing but inhibits sharing --> For example man who puts iphone in blender to prove strength of blender

Stopping Astroturfing

•In 2013, New York State Attorney General's office investigators pursuing a year-long probe of "Astroturfing" — concealing the true source and potential bias of online reviews. ---Many search engine optimization firms created fake online profiles and paid freelance writers based in the Philippines, Bangladesh, Eastern Europe and elsewhere $1 to $10 for each bogus review churned out. ---19 firms collectively agreed to pay more than $350,000 in fines and stop posting fake reviews after being snared for violating New York laws against false advertising and deceptive business practices •Example of job post ---"We need a person that can post multiple reviews on major REVIEW sites. Example: Google Maps, Yelp, CitySearch. Must be from different IP (Internet Protocol) addresses ... So you must be able to have multiple IPs. ---a New York City nightclub: "we will supply the text/review. You must be able to post these without getting flagged"

Online Expression

•Internet technology has resulted in what many consider inappropriate or untargeted types of consumer contact. -Spam is the mass distribution of unsolicited electronic mail. -CAN-SPAM Act of 2003 created a comprehensive, national framework for email marketing. •Expression directed to children remains a highly visible issue within online law and ethics. -Communications Decency Act (CDA) •The boundaries of expression will continue to be challenged by the Internet.

How to find Google Keywords

•Interviewing the people closest to you and your company is one of the most affordable and accurate tools of keyword research. -clients>employee>family & friends > suppliers •Questions you can ask: -What ten terms or keywords do you associate most with my business as a whole, and my specific products and services. -What terms come to mind when you think of my business as a whole -Why did you choose to work with or buy from my company over my competitors?

Licenses

•Licenses are an increasingly popular method of intellectual property protection. ---Licenses allow the buyer to usethe product but restrict duplicationor distribution. •Licenses may be two basic types: ---Shrinkwrapor break-the-seal licenses ---Clickwraplicenses where the user is required to click to accept the terms •Legal trend favors enforcement of software licenses.

Ranking Factors

•On-Page Factors (Code & Content) - Content, Content, Content (Body text) <body> - Keyword frequency & density -Title tags <title> -ALT image tags -Header tags <h1> -Hyperlink text •Off-Page Factors - Anchor text - Link Popularity ("votes" for your site) - adds credibility

Marketing Environment in the Digital Age

•Political and legal environment -Data privacy and security -Intellectualproperty -Online expression •Economicenvironment •Social and culture environment •Technological environment

quality matters

•Quality score affects eligibility to compete in auction, likelihood of winning auction, and the actual amount paid per click •Google AdWords wants clicked page to match user's search preferences.

GoogleRankBrainAlgorithm

•RankBrain -The new part of Google's search algorithm, "Hummingbird" -The third important factor that affects search, after "link" and "words" -Using machine-learning artificial intelligence system to help process Google's search results -Mainly used as a way to interpret the searchers that people submit to find pages that might not have the exact words that were searched for

Two Approaches of SEM

•Search Engine Optimization •Paid search

How do search engines work

•Spider "crawls" the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database •Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content •Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time) •Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors

Target's Individualized Targeting Strategy

•Target ID is used to track the customer's buying behavior. Using such information, Target's marketing analysts were able to form a "pregnancy prediction" score, which allowed them to determine which purchasing patterns indicated a customer was in the early expectant stages.

CAN-SPAM Act of 2003

•The bill permits e-mail marketers to send unsolicited commercial e-mail as long as it adheres to 3 basic types of compliance defined in the CAN-SPAM Act: unsubscribe, content and sending behavior compliance: •Unsubscribe compliance -A visible and operable unsubscribe mechanism is present in all emails. Consumer opt-out requests are honored within 10 days. Opt-out lists also known as Suppression lists are only used for compliance purposes. •Contentcompliance: -Accurate from lines; Relevant subject lines; A legitimate physical address of the publisher and/or advertiser is present. •Sending behavior compliance -A message cannot be sent through an open relay, without unsubscribe option, to a harvested email address, contain a false header; a message should contain at least one sentence

Communication Decency Act of 1996 (CDA)

•The law's purpose was to stop, or inhibit, the profusion of pornography, and other obscene material. •CDA criminalized the transmission of materials that "obscene or indecent" to persons known to be under 18. •No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider

What every browser knows about you

•This is a demonstration of all the data your browser knows about you. All this data can be accessed by any website without asking you for any permission. https://webkay.robinlinus.com/

Improve Site Structure

•Title page - Firstthing that a search engine displays on a search return - Shouldhave the exact keywordyou use for the page- Everysingle web page must have its own title tag •Meta description tag - Displayedbelow the title in search results- Usedynamic, promotional language- Usekeywords

SEO Algorithm

•Top Secret! Only select employees of a search engines company knowfor certain •Reverse engineering, research and experiments gives a "pretty good" idea of the major factors and approximate weight assignments •The SEO algorithm is constantly changed, tweaked & updated •Varies by Search Engine - some give more weight to on-page factors, some to link popularity

Marketing Research

•Web Analytics •Display Ad Analytics •Social Media Analytics

Search Engine Marketing (SEM)

•form of Internet Marketing that seeks to generate consideration and ultimately traffic to websites by increasing their ranking on the results pages of search engines Users: Google, yahoo, Bing

Low click through rate but high view-through conversion rate

- Could be a niche product - Could be that the advertisement is bad but the actual product is valuable - Not showing the ad to the right target audience

How many data collectors are tracking me?

- Top 100 US sites installed 49 cookies on average - 6,000 companies tracking users (Hoofnagleet al. 2012) Try it yourself! Install Firefox's Lightbeamor Chrome's Disconnect add-on

Why people share

(most to least) 1. share info they feel relevant to the recipient (94% ) 2. support causes or issues they care about (84%) 3. stay connected with people they might otherwise lose touch with (78%) 4. connect with others who share their interest (73%) 5. more involved in the world (69%) 6. express self identity (68%) 7. share products they care about to change opinions and encourage action (49%) Picture says (36% to promote a cause or issue and 34% to stay in touch with people)

WHAT people share

(most to least) 1. Pictures 2. Opinions 3. What they're doing 4. Article Links 5. Recommendations 6. News 7. Links to sites 8. Reposting others posts 9. What they're feeling 10. Video clips 11. Future plans 12. other In General: Visuals are processed faster, commended better, and remembered for longer

Improving Social Media Performance (Starbucks case) ***

What info will be used? •Download the data: starbucks_facebook_engagement.xls •Analyzing the data to answer the following questions -How is Starbucks using Facebook? -------- pictures, links, hashtags, product, user generated, deal -Howis Starbucks doing in engagement? --------look at comments, shares, likes -What makes a good Facebook post? --------compares comments, shares, and likes to if u use pictures, links, hashtags products, user generated, deal, days between last post, month trend, constant what days are best for updating? --------Comments, shares and likes compared to days of week

Change in Consumer Behaviors

Watching -consume passively consumer content Sharing -consume actively produce contents --interacting with consumers --interacting with firms

Earned Media

When customers become the channel Ex: WOM and Buzz Viral Benefits: Transparent and Cost efficient Challenges: No control, can be negative, hard to measure

Facts

-52% of customers expect to hear back from brands within 7 days of giving an online review -Customers willing to spend more after receiving a response from a brand on twitter -Customers were willing to spend more after receiving a QUICKerresponse from a brand on Twitter

Access/Participation

Consumers should be able to review and contest the accuracy and completeness of data collected about them in a timely, inexpensive process.

Message

•Personal and broadly relevant •Memorableand Interesting (infectious), e.g. --True stories about real people (more persuasive than corporate advertising) --Practical short lists --Humorous or even hilarious message --An element of surprise, combined with other emotions (e.g., joy, disgust, fear)

Pricing

•Reducedbuyer search cost on market price and product differences -Drive price down •Companieshave more incentives to do personalization -Drive price up

ice bucket challenge

•Simple rules: if challenged, participants have a choice: either douse themselves with a bucket of freezing water or donate $100 to an ALS charity. •Hits to the Wiki article on ALS grew to 2.89 million views •More than 739,000 new donors gave money to the association •Total donations to ALS Association during July 29-August 29 exceed $100 million - Feel sympathetic for the cause as well as entertained watching the videos

Polarization Effects

-Customers tend to provide online ratings for products for which they harbor extreme opinions, positive or negative

Selection Effects

-Forums that have a pre-existing consensus of opinion encourage participation from more positive and less involved customers -When there is disagreement, participants tend to be the more involved customers who post more negative opinions

Adjustments effects

-Occurs when contributors express opinions that differ from their underlying product evaluations -More involved customers skew their ratings downward to standout -Less involved customers tend to shift their ratings upward to further contribute to a consensus of positive opinions

Social monitoring tool: Keyhole

-helps monitor twitter and Instagram accounts -You can look at keywords, hashtags, URLS and usernames -you can read data in real time and see historical data

Individualized Targeting

-Tracking each individual consumers behavior history (Digital footprint) -Predicting each individual consumers behavior -Developing individualized product offering

3 Basic condiitons for creating a viral marketing epidemic

1. Environment --size of initial seeding population <150 (Dunbar's number) --luck to be in the right place at the right time 2. Message --memorable --interesting 3. Messengers --Marketing Mavens (receive) --Sales people (Amplify) ---Social Hubs (Distribute)

7 Creepy Ways Companies Collect Data For Targeted Ads

1. Facebook gathers data on people who don't use facebook 2. Apps listen to everything 3. Advertisers watching you through webcam 4. Facebook tracks phone calls (even though them and google deny this): (putting media went out of business but did this too) 5. Retail Stores track your movement: They offer you free wifi so they can track you and what you look at (Macys, BMW, other malls do this) 6. Apple checks your bank account: Program would run on your iPhone to watch you check your bank account and sell your bank balance to advertisers "goods and services marketed based on how much money you have or owe" 7. Hospitals and Pharmacies: Facebook wanted patients data for "research project". Information would be anonymous but this wasn't the case. Right Aid and CVS sell data and IBM has bought it. IMS health made 2.6 bill

Segmentation approaches

1. Geographical -continent, country, region, city, density, climate, population, subway station, city area 2. Demographic -age, gender, family size, occupation, income, education, religion, race, nationality 3. Psychographic -lifestyle, social class, AIOS (activity, interest, opinion), personal values, attitudes 4. Behavioral -occasions, degree of loyalty, benefits sought, usage, buyer readiness stage, user status

Emotions make content viral

25% = awe 17%= laughter 15% = amusement 14% = joy 6% = anger 6% = empathy Surprise Sadness Other looks to be around 16%

Segmentation-Targeting-Positioning (STP)

A market segment should be •Measurable -size, sales value measurable •Substantial -Size, sales value sufficiently large •Accessible -respond to advertising, promotion •Differentiable -Internally homogeneous, externally heterogeneous •Actionable -Characteristics provide supporting data for a marketing strategy, and outcomes are quantifiable (SADAM)

Google Analytics in Action

Analytics HTML code inserted in website Visitors: # of visits, pages/visit, avg visit duration, % new visits, bounce rate Demographics: visits per country/territory Referral website: visits per source/medium -source/mediums include google/organic, economics, bing, websites? Mobile Services: Visits per mobile device info (ex: apple iPad, iPhone, Samsung)

What new consumers behaviors do we observe in today's digital marketing environment?

Ex. Influencers having a large impact on buying behavior

Social monitoring tool: Sprout Social

Measures engagement

How is marketing Different in the Digital Age?

More viral campaigns More analytics

Web Analytics

Owned Media: Privately managed ex: Own custom media, brand website, brochure, mobile app •Web Analytics: measuring website performance and analyzing how visitors interact with a site. •----Web Analytics applications can help companies improve their sites to improve their ROI, customer satisfaction and website usability.

Display Ad Analytics

Paid Media: Bought reach ex: TV spots, radios, print ads, outdoor

Notice/Awareness (Core)

Sites must disclose information practices before collecting data. Includes identification of collector, uses of data, other recipients of data, nature of collection (active/inactive), voluntary or required, consequences of refusal, and steps taken to protect confidentiality, integrity, and quality of the data

Social Monitoring Tool: Hootsuite

Social media monitoring software that can track activity across a number of social networks and platforms, including Linkedin, Twitter, Facebook, Google+, Foursquare and Wordpress

Digital Property (3 protection mechanisms)

The law protects intangible or intellectual property through 3 mechanisms 1. Patent: 2. Trademark: 3. Copyright:

Choice/Consent (Core)

There must be a choice regime in place allowing consumers to choose how their information will be used for secondary purposes other than supporting the transaction, including internal use and transfer to third parties. Opt-in/Opt-out must be available.

Enforcement

There must be in place a mechanism to enforce FIP principles. This can involve self-regulation, legislation giving consumers legal remedies for violations, or federal statutes and regulation.

Viral Marketing

Word of mouth (sharing between consumer and friend, colleague/acquaintance) + Exponential growth (Social media: a group of internet based applications that build on the ideological and technological foundations of the Web2.0 and that allow the creation and change of user generated content = Viral Marketing (Electronic Word of mouth in which some forms of marketing message related to a company, brand, or product is transmitted in an exponentially growing way, often through the use of social media applications)

Can people be on more than one sharing level at the same time?

Yes - people can be creators and a critic --> it could depend on the content (product market) and platform (creator on youtube but spectator on facebook) - Consumers are not static, you cannot look at them as one type of category

Data Breach Examples

Zuckerberg'sFacebook Page Hacked to Prove Security Flaw: In 2013, A Palestinian researcher posted a message on Facebook CEO Mark Zuckerberg's page after he says the site's security team didn't take his warnings about a security flaw seriously Google'sSecurity Flaw: In 2013, Paid a guy $6,006.13 after a guy bought the domain name google.com for $12 on its own website Chipotle Twitter accounts hacked

Patents

a formal legal document that gives an inventor the exclusive right to make, use, and sell an invention for a specific time period Grant owner 20-year monopoly on ideas behind an invention -Inventionmust be new, non-obvious, novel -Encourage inventor E-commerce "business methods" patents -E.g., Amazon's One-click purchasin

Old Spice "The Man Your Man Could Smell Like" Campaign

•A few months later after the ad was launched, the ad agency made a series of more than 200 short ads featuring Isaiah Mustafa, responding to comments and questions posted on social media platforms like Twitter and Facebook. •The campaign resulted in an increase in Twitter followers by more than1,000 percent an over 6 hundred thousand people on Facebook liked the ads! -Evokes comedy for the viewer

Digital Advertising Alliance Self-Regulatory Solution

•AdChoicesenhanced-notice ads -Clicking on AdChoicesicon in the ad takes user to informative website with opt-out option •Rapidly deployed and broadly applied -900 billion AdChoicesads/month & 90% of online behavioral ad market committed to DAA principles (FTC 2012) -<1% of users opt-out: unwilling or unaware? •Survey found half of data collectors did not have opt-out option or participate in self-regulatory organizations

Power of data aggregation

•Aggregating different sources of information about an individual consumer -Google account -Public registry -Facebook -LinkedIn -Instagram •AggregatingInformation from multiple consumers to predict -Build associations -Make predictions

Environment

•Avoid spreading the initial message too broadly •Instead, focus on having an infectious message and seeding it to disconnected subcultures

Online Display Advertising Analytics

•Click-through rate (CTR) = # of clicks/number of impressions • •A click-through conversion occurs when an click leads directly to a desired user-action such as a purchase, sign-up, registration, lead, or view of a key page. • Click through conversion rate= # of conversions/# of clicks • •A view-through conversion occurs when an ad or organic search results view leads directly to a desired user-action such as a purchase, sign-up, registration, lead, or view of a key page. view-through conversion rater = # of conversions/ # of impressions

Monitoring Social Media

•Companies must now monitor numerous web pages, blogs, and photo sites in order to learn what is being said about their brands or executives. •Companies can hire PR firms or online reputation management firms to help. •They can also set up automated monitoring systems using e-mail, RSS feeds, or special software.

Social Media Metrics

•Conversation Rate: # of Audience Comments (or Replies) Per Post •Amplification Rate: # of Shares (or retweets) Per Post •Applause Rate: # of Likes Per Post •Economic Value: Sum of Short and Long Term Revenue and Cost Savings **A social media report analyzes these things for twitter, Facebook, google, blog

Data Tracking for Marketing

•Data Management Platform (DMP): Companies that tracks and profiles users and resell bundles of users to advertisers •Behavioral targeting: Use prior clickstream data to determine whether they are a good match for an ad •Retargeting: Online ad is shown to a user who searched for (or saw) a particular kind of content -- If you've seen a product before and it comes up again later on

Promotion

•Digital Communication -Display Ad -Search Engine -Social Media -Mobile Ads •Interactive Communication •Personalized promotion

Product

•Digital Goods -Reduced production and distribution cost -E.g., software, music video, E-books •Product Customization

Online Data Collection

•Digital cookies -Packetsof data created and stored on the user's hard drive in response to instructions received from a web page. •Cookies serve many purposes -Create shopping baskets to hold purchases -Recall stored sales information -Collect user data •Cookies allow marketers to pinpoint an individual's online behavior

Suggestions to Managers Listening to Social Media

•Don't forget about the silent majority •Social dynamics in the forum can influence who posts and who remains silent •Don't overreact to negative feedback -More favorable customers may have chosen to remain silent •Rely on carefulstatistic analysis

Suggestions to Social Media Strategists

•Foster healthy social dynamics •Encourage the less involved to post -Less involved customers tend to be more favorable •Don't be afraid of disagreement -Disagreement fosters discussions •Resist the temptation to manipulate opinions with artificially positive reviews -The benefit is short term and limited

Tools for Monitoring Websites

•Google Analytics (http://www.google.com/analytics/) •ClickTale(www.clicktale.com) •StatCounter(www.statcounter.com): track browser requests •Woopra(www.woopra.com) •Woorank(www.woorank.com)

Marketing Goals in Digital Age

•Increasing sales •Increasing market share •Building brands •Acquiring new customers •Increase customer loyalty •Introducing new products and service

Messengers

•Market mavens (RECEIVE) -have access to a large amount of marketplace information -typicallyamong the first to receive the message and transmit it to their immediate social network. •Social hubs (DISTRIBUTE) -often know hundreds of different people -Facilitateimmediate transmission of the message to hundreds, if not thousands, of other consumers. •Salespeople (AMPLIFY): -receive the message from the market maven, amplify it by making it more relevant and persuasive, and then transmit it to the social hub for further distribution.

Use of Data Distinguishes The Leading Brands

•Marketing 2020 study surveyed more than 10,000 marketing executives -52% of over-performers said their organization leveraged all data and analytics to improve Marketing effectiveness; -Only 35% of under-performers said yes to this question (So better success rate if utilizing analytics)

Social monitoring tool: Digimind

•Measuring sentiment -see if the perception of a keyword is negative, neutral, or positive -Compare your brand versus the competition.

Opinion formation vs. opinion expression

•Opinion formation is a function of satisfaction • •Opinion expression is subject to a variety of biases and dynamics -Adjustment effects -Selection Effects -Polarization effects -Example: Opinion polls and voter turnout can be very different!

Uncanny Valley

•Originally coined by Masahiro Mori in 1970, the term "uncanny valley" describes our strange revulsion toward things that appear nearly human, but not quite right.

Opinion Dynamics

•Overtime, posted ratings tend to become more negative, because of selection and adjustment effects •Onlineforums comprised of customers with both strong positive and strong negative opinion exhibit faster product rating declines more rapidly than forums with more moderate customer base

Dove "Real Beauty Sketches" Campaign

•The video was viewed more than 114 million times in the first month itself and was uploaded in 25 languages to 33 of the Dove's YouTube channels to reach consumers in over 110 countries. •Accordingto Visible Measures, the Dove Real Beauty Sketches video was the most watched Internet video of 2013. There was a tremendous increase in its YouTube subscribers and Twitter and Facebook followers. - Evokes emotion, element of surprise (not knowing what is going to come) and a relatable story line for viewers

FTC'sFair Information Practices Principles

•U.S. Federal Trade Commission (FTC): -Conducts research and recommends legislation to Congress •FTC Fair Information Practice Principles (1998): -Notice/Awareness (Core) -Choice/Consent (Core) -Access/Participation -Security -Enforcement •Guidelines, not laws

Online Distribution

•Unique values of online selling -Greater convenience: shopping at home -Death of distance: location irrelevant -Time compression: 24/7 -Personalized experience •Drawbacks of online selling -No physical experiences -Taking longer to get goods •Omni-channel strategies are in the rise Price promotion, product assortment, etc.

Protect Customer Data

•Use security mechanisms such as SSL: ensuring that the connection between your website and user's browser is secure when data is transmitted •Choose a reputation data storage service •Ensure no liability if data is breached at the third party

Aggregating Information from multiple consumers to predict

•Using a training samples with known attributes and activities, build association between attributes and activities •Using the established association, make predictions on hidden attributes from observed activities --10facebook likes: know your personality better than your colleagues --70facebook likes: better than your friends --250facebook likes: better than your family/spouse

Interpreting Social Media Analytics

•Venue effects --> very attractive on one platform but not attractive on another. Brings about the idea that there are different people who go on Facebook vs people who go on Twitter •Posters versus lurkers --> people who post vs just watch •Expressed sentiment versus true underlying opinion --> what the person says isn't necessarily what the person thinks What exactly does the of number of mentions or average sentiment mean? (correlation with offline survey = .008)

Website Metrics

•Visits: thenumber of visits to your site over the course of a specified time period. •UniqueVisitors:the number of unduplicated (Identified by a unique IP address) visitors to your website over the course of a specified time period. Good to have these because they reach beyond the loyal returning customer •Pageviews: thetotal number of pages viewed. •Pages/Visit (Average Page Depth): the average number of pages viewed during a visit to your site. Repeated views of a single page are counted. •Bounce Rate: % of people who visit only one page of a site. If bounce rate is high it means a larger number of people did not look at the details on the site •Avg. Visit Duration: the average time duration of a session. •% New Visits:the percentage of visits that were first-time visits (from people who had never visited your site before).

Web 2.0

•Web 2.0 does not refer to an update to any technical specification, but rather to cumulative changes in the way web pages are made and used. •A Web 2.0 site may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where people are limited to the passive viewing of content. •Examples of Web 2.0 include social networking sites, blogs, wikis, folksonomies, video sharing sites, hosted services, and web applications.

Social Media Auditing: 5Ws

•Who: data according to who is talking (the company, consumers, or a competitor) •Where: social media channel and environment (e.g., Youtube, Facebook, Pinterest) •What: type of content, such as article, photo, video, and sentiment of the post (positive, negative, neutural) •When: frequency of activities (number of posts, comments, views, shares, per day, week, or month) •Why: purpose of the message (e.g., awareness, promotion, complaint, praise); key performance indicators (KPIs)

Customer Network in Digital Age

•With the rise of digital media, customers are constantly responding, connecting, and sharing -among themselves -with marketers ex: Jetblue on Twitter

Use of Social Listening Data

•identify influencers and brand advocates --track the title of your press release to see who's sharing it •Boost Your Customer Service Efforts -Use search term "don't buy" +your brand •Use User-Generated Content Effectively -Research shows that 30% tweets that mention a brand does not tag the brand •Develop new promotion strategy -Social media listening shows that people were comparing their loved ones to the sweetness of Lactachocolate (a Greek brand) -Launched Lacta face bookapp ----Allowing people to customize a Lacta chocolate wrapper with their loved one's name and send it to their facebook wall ----300,000 virtual Lacta branded chocolates send the first week ----Thousands of people changed their facebook profile picture to their personalized chocolate wrappers ----New slogan of "the sweetest part of your life" --- In general: They went to social media to figure out what people were talking about and went to Facebook to launch this campaign (turned earned media into owned media)