Digital Marketing and Social Media
Name seven story archetypes
-Overcoming the monster -Rags to Riches -The Quest -Voyage and Return -The Rebirth -Tragedy -Comedy
Why are Stories are the most effective content for digital marketing?
- Engage customers on multiple levels - Enter the mind naturally - Provide a vicarious experience - Create energy and excitement - Lend themselves to viral transmission - Can be told about virtually any product or service
Why is design important?
- For about 15 to 20 seconds - Stay or go decision Dress The appearance of the web site. • Appropriately Catering to and delivering an experience expressly designed for your audience - Appropriately ≠ cool - Audience ≠ you
Name 3 Web traffic analysis software
- Google Analytics -Yahoo Search Marketing -Webalizer
What are the five Social Media Marketing Principles?
-Sharing control -user generated content -co-created content -community and social networks -conversations and dialogue
Why are stories so pervasive?
-Stories are central to all human culture -Stories are the way we make sense of the world, from a young age -Stories are the way we learn and remember -Stories are powerful, because our lives are stories -The mind is narrative. Stories are the essential building blocks of all human thought -
List 4 benefits of digital marketing
-Targeted -Real-time -Accessible -Measurable
What are the structural properties of digital resources
-vividness -synchronicity -pacing -mode of transfer -interactivity
What questions are important to ask when figuring out what works?
. How often visitors to the site respond to Calls to Action 2. Which Calls to Action they respond to 3. Where responders come from (a search engine, an e-mail, an ad) Check the actual search terms people use - Check the conversion rates - Add the good ones as exact match with [brackets] - Negative keywords are your best friends Stop the bad ones by putting in negative keywords or modified broad search You can now begin to drop you bid • Keep refining your keyword lists • Keep testing different advert copy for each adgroup (n.b. Analysis of Variance) • Try different landing pages for each adgroup • Test mobile-only adverts • Build to improve your sales and CTR
What are the 5 key elements of a dashboard?
1. Conversions first, always 2. Path to conversions 3. Compare online media effectiveness 4. Clearly visualise growth 5. Show detail sparingly 6. A brief glimpse at content
List some measures of success for digital camaigns
1. Hit One download of one file from the web site 2. Session (visit) One browser visiting your site, one time - Customer acquisition & retention 3. Unique visit (visitor, unique session) One visitor coming to your site any number of times in a given time period - Customer volume 4. Page view One browser downloading one page, one time - Customer engagement 5. Referrer Record of a visitor clicking a link taking him from another web site to yours - Word-of-mouth 6. Click paths, least popular pages, exit pages, and entrance pages... Level of activity in the community Ratio of active visitors to total visitors • Stickiness The average length of a unique visit • Share tools - Indicator of interest - When people repeat our messages, how quickly and how widely do they spread? • Any geographic search tool Log of user info each time a customer searches for a term • A site search tool Log which terms customers search for most often • Your shopping cart - Watch for 'bailout' • E-mail campaigns
What are the seven stages of the digital marketing cycle?
1. Know Thyself 2. Know the room (aka get selective) 3. Dress appropriately 4. Tell stories (aka sound smart; not stupid) 5. Make a connection 6. Brag modestly 7. Observe and adjust
What makes a call to action legitimate?
A call to action is legitimate if: 1. the call to action addresses a need of one or more personas; 2. the call to action presents an opportunity to measure audience response; 3. answering that call to action means a persona does something marketers want him or her to do.
Explain the observe and adjust stage of the digital marketing cycle
A conversation is really millions of near-instant observations and adjustments. By tracking, they can gather information about their audience's response to their campaign, and adjust accordingly. This allows them to provide a more relevant digital marketing cycle that feels as though it is directed at the audience. Nothing keeps people in a conversation like knowing it is just for them. If marketers are hosting their website with a web-hosting company or if they have an IT department at their disposal, they should have access to a traffictracking tool, such as Google Analytics. Once marketers have access to their web traffic report, there are four metrics on which to focus: 1. Page views: one browser downloading one page, one time; 2. Visits: one browser visiting a site, one time; 3. Visitors: one browser coming to a site any number of times in a given time period; 4. Conversions: one visitor answering a call to action.
How is the digital marketing cycle like a conversation?
A conversation is, at a minimum, a two-way exchange of information— someone talks, someone else listens and responds. The first person hears the response and answers accordingly, and the second person does the same, and so on, until the conversation concludes. Marketing in traditional media is not a conversation. Information is delivered, but there is no observe-and-respond cycle. Companies cannot quickly adjust to their audience's needs, wants, or approval/disapproval of their initial message. Considering digital marketing, marketers deliver a message to their audience via a website, ad on another website, or e-mail marketing piece. Customers see the message, and companies know they see it because marketers can measure views. Customers click on the ad, a link in the e-mail, or click deeper into the company's site, and companies know that, because marketers can measure that, too. Then customers do or do not take the action companies want them to take (buy, join, rent, sign up, etc.), and companies know that, as well, because marketers can measure that, too. Marketers can do all of this anonymously, at a fraction of the cost of traditional marketing. Most importantly, marketers can do all of this in real time, so companies can modify their banner ad, landing page, or entire website after days, hours, or even minutes of beginning a campaign. Marketers deliver a message. The audience responds. Marketers observe and adjust their message accordingly. A conversation occurs. The Internet is the first mass-marketing medium where this level of two-way conversation can occur in a polite, empirically measurable way.
What is Audience Based Targeting?
A target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.
What is a workflow?
A workflow is a simple, common-sense map that describes how a persona moves through a website—it may include a single visit, but typically spans several, and ends with some desired conclusion. A workflow might be a simple list, a flowchart, or a mind map. Typically, marketers may use flowcharts (also known as swimming lane diagrams) that they can later combine to show all personas together. The workflow is not necessarily web-centric—many actions might not take place on the website. It does not end with a purchase, either. Upgrades and accessories keep the digital marketing cycle going.
Give some suggestions to a manager looking to start an PPC camapign
Account creation really is simple • Follow most of the instructions, but choose "Search Network Only" • Get started with a small amount of money: Keep the daily budget LOW, but bid HIGH, initially • Set a conversion goal (get the script from Tools/Conversions) • Split test your adverts • Write good copy • Deep link • Treat every page on the site as a home page
How does Adwords determine which ads show?
AdWords determines which ads should show with a lightning-fast ad auction, which takes place every time someone searches on Google or visits a site that shows AdWords ads.
What is a call to action?
Addresses a need of one or more personas AND Presents opportunities to measure audience response (aka Observe & adjust) AND Answering means a persona does something you want them to do
What is the problem with focusing on an elastic customer?
Although satisfying the customer is marketing's objective, the term 'customer' causes trouble. Its imprecision makes it unusable. 'Customer' reads as 'elastic customer.' The elastic customer must bend and stretch and adapt to the needs of the moment. However, marketers' objective is to design a cycle that bends and stretches and adapts to the customer's needs. Designing for the elastic customer gives marketers licence to do as they please while paying lip service to the 'customer.' However, real customers are not elastic. A virtuous digital marketing cycle does not refer to the 'customer.' Instead, it refers to a specific individual: a specific, hypothetical, precise persona
Name some protagonist/ antagonist personae for iconic brands
Apple - Creative diversity versus anonymous conformity • IKEA - Quality design for everyone versus design for the elite few • Lego - Creative play versus passive entertainment (e.g., watching TV) • Nike - The will to win versus not even trying • Virgin - Challenging the establishment versus business as usual
What characteristics keep audiences engaged on web 2.0?
Architecture and code • Contingency design • Content
Is inbound marketing enough?
Arguments in favour of inbound marketing alone • Reinforces the brand • Efficiency: it costs less to attract a customer via inbound marketing alone • Ethics: Inbound marketing does not intrude into customers' lives. Arguments against inbound marketing alone • Jeopardizes the brand and invites controversy • A start-up is more concerned with growing revenues than efficiency • Outbound marketing has broader and faster reach
List the steps in the Long Tail Approach funnel
Awareness Interest Desire Action Retention
What is the three basic types of users
Browser (surfer) Searcher Navigator
Explain the Clarity and happiness aspect of HATCH
Clarity - One macro goal at a time - One report out - Start small and clear - don't overtax the prefrontal cortex! • Happiness - Go beyond financials - Measure up to mission statement • e.g., not just selling Whole Foods but promoting healthy eating - Based on personal interests and values • If you were to achieve your goal, how would you feel? • If you were to fail in achieving it, how would you feel?
What are some of the major considerations for internet advertising?
Cost (long vs short tail) intrusive (push vs pull) location based personalization format
What is CPC bidding?
Cost-per-click (CPC) bidding means that you pay for each click on your ads. For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max. CPC" - that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments, or using Enhanced CPC).With cost-per-click (CPC) bidding, you're charged only when someone is interested enough to click your ad. You tell AdWords the most you're willing to pay for a click on your ad (called the maximum cost-per-click bid), but you could be charged less. You have control over your AdWords budget. You decide the average amount you want to spend each day. On the days when your ad is more popular, AdWords will allow up to 20% more of your average daily budget so you won't miss out on those valuable clicks. But don't worry, we'll lower your maximum budget on other days so that, over the course of a month, your overall spend will average out to the limit you've set, assuming your campaign runs for the full month.
Give some tips to help your website get results?
Designing your site Put important information towards the top of the page Make it easy for your site visitors to find your most important content. Make sure it's immediately visible when they arrive on the page so they don't have to scroll down to see it. Consider how your website features images and video Eye-catching media like photos, video, or graphics are appealing to customers and an effective way to engage them with your business. But don't overdo it. Too much media can cause your site to load slowly. You don't want people leaving your site before they see the most important information. Think about smaller screens It's not just about the desktop computer anymore. Your customers use different digital devices, like mobile phones and tablets, throughout their day. The smaller the screen, the harder it can be for people to find what they want. Creating a website that automatically adjusts to a user's device is the best way to make sure everyone who gets to your site finds what they're looking for—no matter what device they're using. See how your site scores on mobile-friendliness and speed, and find out how to improve it. Test your site. Make navigation simple Keep your site clean, clear, and simple by: Limiting the number of navigation links Avoiding the use of pop-ups or other features that could interfere with navigation on your site Making sure your site loads quickly so people don't hit "back" before they even get there Writing copy Use clear, eye-catching headlines Having a distinct headline on your site is essential to helping customers quickly know that they're in the right place. This will encourage them to stay on your site longer and ultimately take an action that's valuable to you. Clearly list the benefits your customer will get from your products and services When people come to your site, you want to make sure they know right away why they should stay. Make sure the benefits are scannable and easy to read; bullet points are a great way to do this. Provide quick links to more information Make it easy for customers to find links to additional information about the advertised product they might want. For example, a prominent "Learn more" link. Include a clear call to action When you're clear about the action you want people to take on your site, visitors are much more likely to actually take that action and bring you the business you're looking for. Building customer relationships Build trust with your customers Making it easy for people to reach you is a great way to build trust and increase transparency with potential customers. It's a good idea to openly share information about your business and clearly state what it does. And if you request personal information from customers, make it clear why you're asking for it and what you'll do with it. Boost your customers' confidence in your business You can build even more trust with your customers by including customer testimonials or 3rd party verifications about your business. And if you run ads on your site, make sure you distinguish these ads and sponsored links from the rest of your site content. When you have a great website ready to go, AdWords can help the right customers find your site and take action. Sign up for an AdWords account today and follow along with this guide.
What is digital marketing
Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. (mass but personal)
Explain the Testable (aka Observe & adjust) aspect of HATCH
Don't get enamored by "shininess" - it has to do more than just look good • Clearly define quantifiable success metrics • Listen to customers - Why are you here? - Were you able to achieve your goal? - If not, why?
Explain the dress appropiately in the digital marketing cycle
Dress, in this case, means the appearance of their website. Appropriately means catering to and delivering an experience expressly designed for their audience. 'Appropriately' does not necessarily mean 'cool.' Digital marketing is a communications contest, not a design competition
What are the approaches companies should use for the different types of users
Explorers want to know what is out there and want to be inspired. They are more likely to use generic search terms like car hire. Hunter want to define the requirements/ assess supplier capabilities for his search, so he will be a little more specific than the explorer, searching for care hire France. The tracker is the most specific of the three users, you would target him using the long tail approach. His search would be worded "Avis PAris". They are more goal oriented and this shows in their directed keywords
Explain the Five goal-setting principles: HATCH
Humanistic - Focus on understanding your audience rather than making assumptions about quick solutions. • Actionable - Use short-term tactical micro goals to achieve long-term macro goals. • Testable - Before you launch, identify metrics that will help evaluate your progress and inform your actions. Establish deadlines and celebrate small wins along the way. • Clarity - Keep your goals clear to increase your odds of success and generate momentum. • Happiness - Ensure that your goals are meaningful to you and your audience.
Which company was the first to build online communities for its employees?
IBM WHO wanted to create a virtual water cooler
Explain the lettuce parable and how it relates to digital marketing
Imagine you are shopping for lettuce. You see a sign: 'Leafy green vegetables', and you enter a large and quite striking farmers' market. You can enter this market through many doorways. Several stalls clamour for attention for bright, perfect fruits and vegetables. Next to each are lists of the awards this market has won for design and layout. However, you cannot find lettuce. Neither can anyone else. They have cabbage and kale but no lettuce. You are walking around with other people, trying to find what you want, but to no avail. Worse for the business owners, people outside are trying to enter to buy cabbage and kale, but they cannot, because the lettuceseekers have filled the market. You leave exasperated. As you leave, you see another sign: 'Lettuce.' You enter a different, less glamorous market. The products look edible, but they are not shiny and perfect. Yet, you see lettuce: Big and small. You find what you want, buy it, and are done. The first market was gleaming and perfect, but you did not buy. Instead, you bought from the functional but less glamorous market. The former market was practicing outbound marketing: accumulating traffic in the hopes of getting lucky. The latter market selected you as a potential customer and understood your wants. Outbound marketing is common but ineffective. However, practicing good digital marketing can repair it. Your aim should be to carefully select your audience, not accumlate
Explain how Jon and Tracey Morter from Essex, could use an online community via social networks to oppose an international music franchise (the X Factor) and make British music history?
In 2009, Jon and Tracey Morter from Essex showed Simon Cowell they had more power than the X-Factor, which had dominated the Christmas music charts for 4 years • They started a campaign through a Facebook Group, championing for a non X-Factor Christmas No. 1 single. • The single 'Killing in the Name' by Rage Against the Machine (RATM), was first released 17 years earlier • The Aim: - To overthrow conventional marketing techniques by publicly bringing down a major player's mass media campaign through online social networks and electronic word of mouth (eWOM). • The Method: - Use Facebook, YouTube and endless Twitter chatter - friends, fans and followers encouraged each other to download the single by Saturday 19th December (11:59pm). • The 17-year old RATM single 'Killing in the Name', spent nothing on marketing. - The campaign generated more than 1m Facebook fans, 50,000 YouTube search results and endless Twitter chatter - In one week, it sold over 500,000 copies making it the Christmas No.1 - It raised over £100,000 for the charity Shelter. • It also set two new landmarks: - The UK's first download-only Christmas number one - The biggest one-week download sales total in British chart history.
What are the Key Ethical Considerations for Digital Marketing
Jurisdiction: - Where does digital marketing activity actually take place? • Ownership: - Who owns the content we create and share? • Permissions: - Do you have the right permissions to upload and share content? • Security: - How secure is the data and information you share? • Accessibility: - Does everyone who wants access, have access?
How to get a high click through rate?
Keywords should relate to copy, copy needs to relate to what you are selling or yo pay for bounces
How do you optimize your organic listing?
Link to and tag everything - Proper ALT and TITLE meta-tags - Links and tags searched ahead of content • Update the site • Keep the important stuff on top • Check free SEO tools: - http://searchengineland.com/seotable - http://www.socialmediatoday.com/marketing/top-6-most-powerfuland-latest-seo-strategies-infographic - https://blog.bufferapp.com/free-seo-tools?utm_content=buffer0283d • Hire a professional
Explain the Actionable aspect of HATCH?
Macro goal - A long-term goal that identifies the problem, the "gap" you intend to close • Brand • Connections • Tactical micro goal - A short-term goal that is small, actionable, and measurable • Approximation or first step for achieving macro goal
Explain the make a connection stage of the digital marketing cycle
Many marketers invest resources to build a website that grabs the attention of consumers. Then they invest more resources to get consumers to their site, in payper-click advertisements, search-engine optimisation, etc. Then they do the online equivalent of walking away. Many consumers who want to learn more, need to be reminded of a company's existence and important news. Retargeting comes in there.
What is STP?
Market segmentation (S) • Identifying similar groups of customers • e.g. male/female consumers of skincare products, aged 18-25, 26-35, 36-45, 46-65, 65+ Target market (T) • Identifying which groups of customers to aim for • e.g. female consumers 18-25 Positioning (P) • Creating a concept to appeal to the target market • e.g. position skincare products as essential for self-respect
Explain the know thyself stage in the digital marketing cycle
Marketers need to know what their company is trying to accomplish and they need to ask themselves whether the company's goals comprise the elements, which Aaker and Smith (2010) break down into five design principles that can be remembered by the mnemonic HATCH (Humanistic, Actionable, Testable, Clarity, Happiness).
Which company was the first to let employees openly blog?
Microsoft
What is mobile marketing?
Mobile Marketing is "the set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network" (MMA). • It differs from traditional mass marketing in four ways: 1. Scope of audience (Opt-in) 2. Type and format of messages (Narrow) 3. Location-based targeting 4. Response Tracking
What is the difference between PPC, PLA, and natural rankings?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to "earn" those visits organically. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword "PPC software," our ad might show up in the very top spot on the Google results page. PLA stands for Product Listing Ad in AdWords context. PLA is one of many Adwords ad extensions and is used to directy promote products on Google's SERPs. Organic SEO (search engine optimization) is the phrase used to describe processes to obtain a natural placement on organic search engine results pages (SERPs). While, PPC (pay per click text ads) has been Google's flagship revenue source, generating Billions of pounds on a yearly basis. Many small, medium and large companies who advertise via PPC get a great return on their investment for their business. PLA (product listing ads) was introduced in February 2013 for the UK, it enjoys: - High click through rates - Cheaper clicks - Very good cost per conversion This is because PLAS are more dynamic, they contain both text and images. However investing in a good website is also imperative as organic results are 8.5x more likely to be clicked on than paid search results. However, PPC holds a slight edge in conversion rates, as paid search results are 1.5x more likely to convert click thrus from the search engine. PPC's true strengths are its speed and expansiveness. With a PPC campaign, you can be on the first page for a multitude of targeted terms within a day. However, the terms can cost anywhere from pennies to many dollars per click; also, for a PPC campaign to be done correctly, it's usually best to hire a firm that can manage it full time. This can mean that PPC campaigns can get very expensive, very quickly - especially when done correctly.
Who are Merkle Periscopix?
Performance Marketing Agency • Specialists in Biddable Media: Paid Search, Programmatic Display & Google Analytics
How does your audience process?
Processing order... 1. Colours 2. Textures and effects 3. Typefaces 4. Complexity 5. Layout and positioning ...before content 6. Interaction
What is Programmatic advertising?
Programmatic advertising is the practice of acquiring media via an efficient, cost effective, optimised and data-driven practice. Advertisers access the same inventory, but control: -When the ads appear -Where the ads appear -To whom the ads appear - The message the individual receives -How much the advertiser pays per impression
What are some basic guidelines for site architecture?
Put the more important stuff at the top of a page, and the fewest clicks away from your home page • Try to provide connections between pages on your site with as few clicks as possible • Try to keep the number of links on a page to a minimum • Remember that everyone browses, searches, and navigates a little differently
What is RSS?
RSS (Rich Site Summary) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it. RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually. You ensure your privacy, by not needing to join each site's email newsletter.
How does retargeting work?
Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously 'follow' your audience all over the Web. Here's how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won't affect your site's performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site. eg the facebook content loop
Have the rules of marketing or the tools of marketing changed?
Rules Marketers... • can no longer rely on interrupting consumer with advertising messages, because consumers tune out; • must encourage brand ambassadors to spread positive WOM; • must be ready to wait for customers to find them, rather than going out. Tools Marketers... • still need to help consumers through the decision-making process; • have different and more tools at their disposal; • and the new technologies open up new pathways to reach consumers and to get consumers talking to each other.
What is Search Engine Marketing?
SEM is a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs). - Is one of the most important and cost-effective methods of digital marketing. - Accounts for 60% of total online ad spend. - Is used to drive traffic to a web site. • SEM methods include: - Search engine optimization (SEO), - Paid placement (PPC), - Contextual advertising, - Digital asset optimization - Paid inclusion • Even has its own professional organization (SEMPO).
What are the resources used to define a persona?
Sales and other demographic data from existing customers, members, dealers, or other groups • Feedback from your own sales force • Data purchased from survey firms, marketing agencies • Your gut instinct • Plus a million other sources of information... • Cluster analysis
Where your can ads appear with Google Adwords?
Section 1 can contain AdWords ads. Ads can appear on the top or bottom of the Google search results page next to or under an "Ads" label. Ads are ranked primarily based on how relevant and useful they are to what the person searched for, your bid, and a few other factors. Section 2 is made up of "organic" search results. These are unpaid links to websites with content related directly to what the person searched for. The more relevant the site is to the search term, the higher the link will appear in the list. Your related website could appear here, but your ad won't.
What is good code?
Separates structure, content, and formatting as much as possible Requires as few lines of code as possible Is standards-compliant
What is social media marketing?
Social Media Marketing (SMM) is a form of digital marketing that describes the use of the social web and social media for marketing activities - be it sales, public relations, research, distribution or customer service. • Aim is to build a brand's and/or individual's social capital - Social Brand Equity. - Social capital is in the relations among individuals (Coleman, 1988).
What are the different goals for Google Adwords?
Take action on your website Visit your store Call your business Install your app
What are the types of mobile marketing?
Text message, games, interactive voice response, WAP sites, ringtones, viral, geotargeting, sponsorships/ subsidizing call costs, applications
What is contingency design?
The art of admitting things will go wrong and figuring out how to apologize, in advance 19 • Basic guidelines - Write unambiguous guidelines for employees - Don't wait for a crisis - Don't outsource the interaction - Be open and genuine - Apologize with the story from your perspective
What is the central focus of persona creation?
The central focus of persona creation is on believability and not on diversity . Many scholars and practitioners alike, with a reverence for the empirical, confuse real customers with hypothetical, archetypical (more valuable) personas. One real customer might be (in)capable of controlling the software, whereas the majority of other customers can(not). A persona should therefore be representative
Why is the digital marketing cycle important?
The digital marketing cycle ensures that you - Know your audience, - Target them with an appropriate message, - Observe their response, - Adjust the message accordingly.
Define audience in digital marketing
The group the company is trying to communicate with and persuade • Personas (personae) - Who? A precise description of a user and what he wishes to accomplish • Workflow - How? • Calls to action - What next?
What is architecture?
The practice of providing clean, useful, practical routes between nuggets of information, where those routes anticipate common lines of enquiry
List some guidelines about using colours
Think about usability • Always opt for high contrast between the background and text colour • Use dark-coloured text on a light-coloured background • Don't use colours that evoke a strong response unless you want one • If you don't want colours to take centre stage, stick to those that occur in nature: brown, green, etc.
Explain the know the room in the digital marketing cycle
To know the room by trying to learn the nature of the audience with whom the company converses is a good idea on the Internet, too (van Laer, de Ruyter, & Cox, 2013). Awareness of audience requires awareness of: 1. Personas: the attributes that define a marketer's audience; 2. Workflow: the way the audience is most likely to move through the site; 3. Calls to action: the places in that workflow where marketers want them to take some specific action, such as download a white paper, sign up, or purchase.
Why is outbound marketing ineffective? and how does digital marketing differ?
Typical outbound marketing revolves around a drive to get more traffic, no matter what. Banner ads, e-mail marketing (not spam), spam, pay-per-click marketing, search marketing, viral marketing—name the method, and the majority of marketers uses them as blunt instruments in a get-all-the-traffic-and-hope-forthe-best kind of way. Never mind whether that traffic represents truly qualified potential customers. digital marketing is different, and much more powerful. It is a polite, empirically measurable, two-way conversation in an effort to exchange 'something.' That means companies can converse with their customers, and select traffic rather than accumulate it.
What is internet advertising?
Use of the Internet for the purpose of 'advertising' to: - Increase website traffic (i.e. click-through) - Encourage product trial and purchase - Encourage repeat purchase activity (i.e. conversion). • Examples: display advertising, native advertising, programmatic • One day in 2009, online advertising spend exceeded TV advertising spend for the first time. - Search engine marketing up 9.5% - Video advertising up 140% - Display advertising down 5% - Pepsi abandoned the Super Bowl and moved $20m online
What is the difference between web 1.0, web 2.0 and web 3.0?
Web 1.0 It is the "readable" phrase of the World Wide Web with flat data. In Web 1.0, there is only limited interaction between sites and web users. Web 1.0 is simply an information portal where users passively receive information without being given the opportunity to post reviews, comments, and feedback. Web 2.0 It is the "writable" phrase of the World Wide Web with interactive data. Unlike Web 1.0, Web 2.0 facilitates interaction between web users and sites, so it allows users to interact more freely with each other. Web 2.0 encourages participation, collaboration, and information sharing. Examples of Web 2.0 applications are Youtube, Wiki, Flickr, Facebook, and so on. Web 3.0 It is the "executable" phrase of Word Wide Web with dynamic applications, interactive services, and "machine-to-machine" interaction. Web 3.0 is a semantic web which refers to the future. In Web 3.0, computers can interpret information like humans and intelligently generate and distribute useful content tailored to the needs of users. One example of Web 3.0 is Tivo, a digital video recorder. Its recording program can search the web and read what it finds to you based on your preferences.
Explain the Humanistic aspect of HATCH?
What is our audience like? • What keeps them up at night? • What do we want the audience to do? • Why might they resist? - Create "bridges" • Shared experiences • Shared values • Shared goals • Cf., (shocking) Montana Meth Project ads
How does colour influence the audience?
When consumers arrive at a website, colour typically is the first to evoke a response. Whether they see a splash of red in a photograph or the background colour used in the overall layout, that first bit of colour drives their experience. So marketers need to select colours carefully.
What is viral marketing?
Word of mouth (WOM) marketing is a global phenomenon. Digital resources such as the Internet and mobile technologies have increased its spread and speed of transfer with ease and low cost. WOM increases purchase intention up to 50x (McKinsey). 55 • Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others digitally, creating the potential for exponential growth in the message's exposure and influence.
What is 3 main factors in the ad auction that determine which ads appear?
Your bid - When you set your bid, you're telling AdWords the maximum amount you're willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time. The quality of your ads - AdWords also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your AdWords account. The expected impact from your ad extensions and other ad formats - When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. AdWords estimates how extensions and other ad formats you use will impact your ad's performance. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.
What is the flow state?
also known as the zone, is the mental state of operation in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity.
List some problems and solutions with viral marketing
check slide deck 1, slide 56
What are shopable youtube ads?
if you're watching something on YouTube, you might start seeing an info icon on the upper right corner of the video. Clicking on the icons will bring up related Cards, including any product ads, and clicking on the ads will take you to the merchant website. Shoppable videos are obviously of the most use to brands and advertisers, but if expanded, the feature could be incredibly relevant for a certain brand of creators. For "haul girls" and "unboxers" who highlight specific products-sometimes with support from brands-shoppable annotations provide a new revenue stream. The new cards could also make it easier for creators to cite "cite their sources" so to speak. For example, a YouTube beauty guru giving a smokey eyes tutorial can use a Shopping ad to credit the exact kind of mascara highlighted in the video, as well as potentially financially benefit from anyone who uses the Shoppable ad to purchase the product. Also, by extending the capabilities of its shoppable videos, YouTube could keep up with other companies, like Amazon, that have already worked with online video stars to create a product recommendation engine.
Explain the brag modestly stage of the digital marketing cycle
marketers brag modestly by achieving a high natural ranking or by creating a well-composed pay-per-click ad. They can start many conversations through search engines. Blogger sponsorship, social media, and press releases are, of course, other ways to get people to visit a website.
How does text and effects influence the audience on your website?
texturing and effects have their place even if many designers and marketers turn their noses up at the idea of a drop shadow (Savage & Hartmann, 2011). Some examples of effects are bevelling, shine, drop shadow, gradient fills, and rounded corners. Used correctly texturing and effects can help emphasize a point, isolate a message, or make a website more usable. However, if a website incorporates any kind of effect, marketers should have a good reason. Textures and effects have to make sense. Used in combination with different colours, effects can elicit subtle or strong responses. Effects should help consumers get the point. They should not be the point. If a button or effect is not helping to keep the digital marketing cycle going, marketers should get rid of it
How does type influence the audience on your website?
type and typesetting are a critical part of dressing appropriately. Consumers have now arrived at the site—in the first seconds they have processed the colours and textures marketers used. Now they are seeing if there is anything to read. They are not reading it, yet, but their eyes are already tracking the page, looking for cues and calls to action. Choosing fonts is like deciding whether to speak loudly or softly, quickly or slowly, or to use big words or small ones. This choice is fundamental to the digital marketing cycle. Fonts are not just for reading. They are shapes and lines that can generate as strong a response as splotches of colour. Their application to a page can have similar implications for a site.
Give an example of effective personae segmentation
• "80% of people in focus groups hated the new Dodge Ram Pickup. I went ahead with production and made it into a best-seller because the other 20% loved it."- Robert Lutz, former president of Chrysler
What are 3 characteristics of a good dashboard?
• A good dashboard should: - Inform on business health quickly - Make time comparison easy - Encourage deeper investigation
What is the tail effect?
• Keywords for more specific or less popular products/searches create a "tail" effect. • These keywords can be very cheap and provide very high % of clickthrough rate (CTR) • The tail presents interesting opportunities and is particularly attractive for ecommerce sites that do not have to stock all their products (e.g., Amazon)
What are the fundamentals of email marketing?
• Make the campaign targeted - 80/20 rule • Gain and Confirm Permissions • Keep it small - ≤ 15 kilobytes - Make sure the e-mail message looks good in a Microsoft Outlook or Eudora preview pane and on smartphones • Avoid the one-image gag • Personalize • Message and Copy • Be honest - Clear subject line - Source Address: 'From' - Reply-to address that goes to a human being - Clear Unsubscribe link • Test, test, and retest • Track, report, and mine results - MailChimp, arpReach, WordPress plugin MyMail • Collect and follow up responses • Spam blocking
How do you know when A web site built on bad code?
• May display incorrectly in some web browsers • May display incorrectly in more and more browsers • Stops search engines in their tracks • Violates legal rules for accessibility • Loads slowly • Requires additional bandwidth • Makes maintenance a nightmare • Generally gives potential customers the impression that you are not a good resource
What is email marketing?
• Method of marketing by electronic mail wherein the recipient of the message has consented to receive it (Opt-in/Opt-out). • Benefits: easy to use, costs little to produce, costs next to nothing to send, and has the potential to reach millions of willing prospects in a matter of minutes. • Not glamorous but a very powerful and cost-effective tool: - Direct Marketing Association (DMA) estimates an ROI of $43.52 for every $1 spent, 2x other marketing channels. • Helps to not just sell but: - Build a brand's relationship with a consumer - Create a sense of trust, retain loyal customers - Generate revenue as well as referrals. • The opposite of SPAM - unsolicited emails - up to 95 % total
What is advergaming?
• The use of computer and video games to deliver advertising, for example: - Multiplayer membership models (e.g. World of Warcraft), - Applications downloaded to a mobile device or added to an online social network. - Viral games wherein the game is passed on from user to user on the web. • Most advergames require users to register, allowing for the collection of data for research and marketing initiatives • It is about "perceived playfulness" from digital resources - The degree to which a user believes that the technology will bring a sense of enjoyment and/or pleasure - It is an intrinsic motivator, influenced by the user's experience - " a state of flow"
How do you know which keywords and phrases to use in your seo campaign
• Use - Google Insights: www.google.com/insights/search/ - WordTracker - Knowledge of the room • Broad matching for "explorers" • Exact matching and negative matching (excluding words) for "hunters" and "trackers" - Negative matching competitor names
