Digital marketing final
"fat head" vs "long-tail" keywords
"Fat Head" keywords are super popular keywords that get the highest search volume. they directly describe your company -example: "party suit" "Long Tail" are longer and more specific. they make up 70% of overall searches -example: "ugly christmas party suit"
Conversion rate =
# of visitors who complete a goal / # of visitors in defined group Example: there were 150 visitors to a website. Of them, 15 bought something. if the goal is buying something, what is the conversion rate? 15/150 = .1
Types of traffic
1. Organic: comes from search engines 2. Referral: comes from a link on another site 3. Direct: when someone types URL into browser or has it bookmarked 4.Campaigns: comes from things like email blasts, banner ads, or social media shares
UX best principles:
1. aesthetically pleasing: -simple, uncluttered, clear, consistent branding 2. content layout and navigability: -important content comes first -clear and engaging calls-to-action -scannable content 3. access and engagement: -fast load times, mobile-optimized -helpful search results page -prominent help and social
Most challenging obstacles to digital marketing success:
1. lack of strategy 2. inadequate budget 3. lack of training 4. inability to prove ROI 5. so much data, useless metrics, analytics
Best practices in selecting a strong domain name
1. relevant: related to your business name (sometimes an abbrev) 2. memorable: short, most common gTLD is .com 3. useable: avoid hyphens and special characters
Best practices in measurement:
1. set SMART goals BEFORE campaign begins - Specific, Measurable, Actionable, Realistic, Timely -convert: 2.5% of monthly visits to a scale of $75+ -conversion: 5% of visits complete the info request form each month 2. Measure Quantity and Quality of traffic -quantity KPIs: pageviews, unique pageviews -quality KPIs: time on site, $ sale, email signups, # pages visited per session, bounce rate, etc.
Key components of strategy:
1. target market: who will we reach 2. value exchange: what is the exchange 3. core message: what to communicate 4. goals and KPIs: what do we hope to accomplish and how will we measure success 5. tactics: which media should we use
What is content marketing?
Content marketing involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action. - #4 most used marketing tactic -Examples: 1. Tide creating soap opera called "the guiding light" 2. Room 214 took over Habiros instagram feed
Lumascape
Demand: brands, agency, DSP (ad exchange) Supply: publisher, SSP's (Ad network)
Programmatic Ad Buying
Describes the purchase online display advertising that is aggregated, booked, flighted, analyzed, and optimized via demand-side software
Disadvantages of Social Listening
Disadvantages: -one sided convos -people tend to leave negative reviews more than positive -large amount of info/convos happening
Which of the following best describes a GOAL of the Adidas app that you learned about in todays class?
Establish Adidas as a brand for runners
CountIF(range, critera)
Example: CountIF(A1:B4, <=100)
True or false: between releases of new versions of the ranking algorithm, Google keeps the ranking algorithm completely unchangeable to allow for the best benchmarking and performance improvement measurement
False
Parts of a search ad:
headline, display URL, destination or final URL, keywords
Pageviews
in GA, total pageviews must be equal or greater than total sessions
Lead campagin
is an online advertising campaign dedicated to generating high-quality, relevant leads for a business. Businesses that have a long sales process, like insurance and real estate, rely on lead campaigns
All pages vs landing pages
landing page is the first page a visitor views on the website
Responsive Web Design
making website mobile friendly -thumb friendly buttons -summarized copy -helpful cuttons and links
Meta description and meta keywords
meta description: description under link on google search meta keywords: bolded keywords within description
data-ink ratio
relates to the amount of whitespace on the page. More useless ink or data on the page lowers the ratio. The more whitespace. the higher the ratio. -a high data to ink ratio is good -every choice should reinforce message -pie charts are problematic
Bounce rate
single-page sessions/all sessions the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page
URL builder
source/medium/campagin/information to identify where traffic is coming from
What are keywords?
the words and phrases searchers type into search engines -ideally we select high volume, differentiated keywords that nicely match the searchers desire -keyword choice is tightly tied to the fundamental marketing concept of brand positioning
Google Ad Campaign format:
top: campagin 1 middle: ad group 1A, ad group 1B bottom: keywordkeywordkeyword, ad A, ad B, keywordkeywordkeyword, ad A, ad B
Narrow vs. Broad target market
trade offs for febreeze: -broad: low quality/responsiveness, large scale, low cost per impression -narrow: high quality/responsiveness, small scale, high cost per impression
best times to send an email:
tuesday-thursday between 11am-4pmish
Where do place keywords on a business' website for SEO
use keywords in a natural way, in important parts of the page. -.URLS(if possible) -title tags (near beginning) <title> -header tags (aka section headers within a page) <h1> -navigation(which get clicked a lot) -in the text in the copy of the site (quality > quantity)
UX/UI
user experience and user interface
Black Hat Seo
using search engine optimization techniques that take advantage of Google's search algorithms but violate Google's guidelines -Ex: JcPennny, Rap Genius
A/B testing
you can only change one variable at a time -changing the color of a button, the position, the wording, etc. -Rolex example
What is marketing automation?
Marketing automation is the use of software and web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes [emails, social media, certain website actions] with purpose-built software and applications geared toward performance
What is SEO?
SEO = search engine optimization.
Which of the following is true of the way advertisers pay for online ads?
Search Ads --> CPC; Display Ads --> CPM cpc=cost per click cpm=cost to reach 1,000 consumers
What is digital marketing?
Uses all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers
The creative brief
a guideline or blueprint for the marketing communication program that guides the creative process
Real time bidding
an electronic trading system that sells ad space on the web pages people click on at the moment they visit them
Omnichannel marketing
another name for IMC -All touch points are integrated -integrating promotion and channel to drive total sales
From the video we watched, cooking primarily enable marketers to perform which type of targeting?
behavioral
6-step Leeds model for value-based decision making
(focus on steps 2-4) -Step 1: Defining the Dilemma: The Importance of Brainstorming -Step 2: Identify Alternative actions for resolving the ethical dilemma -Step 3: Determine which, of the above choices for action, may be possible "right" choices -Step 4: Based on analysis and evaluation, choose one "right" course of action -Step 5: Communicate the Decision: -Step 6: Reflection
Flow/Workflow
- The purpose of Flow is to automate routine processes that you use over and over in your work or -Workflow is cloud-based software that allows employees to create and automate workflows and tasks across multiple applications and services without help from developers. Automated workflows are called flows.
Email marketing
-#1 digital tactic used -90-95% of emails we send are blocked from inbox
Pros to influencers:
-Authenticity -Endorsement from an aspirational source -Size of audience -Affiliates: pay for performance only -Reach consumers who block ads (25-40%)
What types of businesses are apps and text-message campaigns most appropriate?
-Bigger brands -engagement/games -Apps linked to daily habit (starbucks, fitbit)
Which of the following is true of 'programmatic' ad buying and 'real-time bidding'?
-Both technologies are used within ad exchanges to allow advertising impressions to be sold to the highest bidder -Both technologies increase efficiency in online advertising
Advantages to using influencers and affliates
-Celes: Drive awareness, reach, impressions -Influencers: drive engagement and relevance -Affiliates and user generated content: drive trust and purchase
Integrated Marketing Communications (IMC)
-IMC should focus on communicating one core message and should consider timing -IMC is a holistic plan for communicating one core message to our target market with coordinated marketing tactics and timing -Examples: website, email, social, mobile, display ads, content
Why is mobile important?
-In 2022, mobile will account for ¾ of all digital ad dollars -90%of consumers check their mobile devices within 30 minutes of waking up
Cons to influencers:
-Trust and transparency -Risks associated to brand equity -"Fake followers" -exclusivity/channel conflict -Legal risks - FTC disclosures for endorsements
Spencer Imel, Craftsy
-Used social listening to see what consumers thought about their new website -Used the chatter to fix issues 3 mechanisms to college customer feedback: -Customer support: complains, refunds, password reset -Consumer insights: surveys, customer interviews, experiments -Social Listening: monitoring spaces where consumers interact
Legality of text message marketing (the TCPA)
-Written consent from consumers -Must confirm with double-opt in confirmation request -Maintain unsubscribe list -Company brand name clearly mentioned in text -Every message should include opt-out - "Reply STOP to opt-out" -Messages can only be sent from 8am-9am local time of consumer
Examples of successful mobile apps:
-audio, social, video, games, messaging
Best practices to increase open rates:
-better targeting -compelling subject line -choose best from name and email address -choose right frequency -choose right day and time
Which of the following is true of 'programmatic' ad buying and 'real-time bidding'?
-both technologies are used within ad exchanges to allow advertising impressions to be sold to the highest bidder -both technologies increase efficiency in online advertising
Types of content:
-can be original or curated -user generated content or company generated -Example: Glossier
Best practices for higher click through rate:
-compelling headline -compelling image -buttons for CTAs -multiple links -content consistent with subject -landing page is consistent with email content and button -Clear, compelling CTA -Reduce distractions qhen possible
What makes good content marketing?
-know your audience -Value exchange. -"Content that tries to sell doesn't. Content that tries to help does." -Tell compelling story -quality > quantity, be generous
Which of the following is true of text messages according to the reading for todays class?
-marketers must obtain explicitly written consent from a consumer to be added to a marketer's text list -marketers must request a double opt-in for marketing messages sent via text message
banner ad/display ad
-original form of advertising on the web, it appears across the top of a website -31% share ad spend
How are most affiliates compensated?
-paid influencers -paid on a commission when someone purchases something through their post
What are the advantages of using marketing automation systems?
-reduce staffing costs -increase revenue -improve efficiency -less repetition
Best practices for making it to the inbox:
-senders email should be [email protected] -make sure your spending wanted email -email content should be high quality. Avoid all caps, succinct subject lines, content to link ratio
Key trends in online advertising
-shorter video ads -OTT advertising -mobile-first -user generated content -increase in ad spend
Creating crawlable content:
-site maps -use descriptive text for images -supplement flash of java plugins with text on page -provide a transcript for video and audio content -supplement search boxes with navigation and crawlable links
Sessions
-total pageviews must be equal or greater than total sessions -every session has one or more pageview -google times out a session after 30 minutes and begins a new one
From the article - "Facebook is spying on you...", which of the following is (are) used by marketers to serve you customized ads online?
-your geo location according to your mobile device GPS -Purchases you make in brick & mortar stores
Google analytics key metrics
1. Audience: info about visitors to the site. How many, from which geographies, operating systems, devices 2.Acquisition: how did people get to the site? 3. Behavior: what content did people visit on the site? 4. Conversions: did people do specific things I was looking for?
Various keyword match types:
1. Broad match: allows ad to show when keyword is present anywhere within the search query 2. Phrase match: must be present in the search query in the same order as mentioned by you 3. Exact match: ad will only be shown if your search query exactly matches your bidded keyword 4. Broad Match Modifier: denoted with a '+' sign before the keywords, any search query with the keyword present in any order will trigger your ad
Key metrics for analyzing search ad effectiveness:
1. Click through rate (CTR) = # clicks / # impressions 2. Average cost per click (CPC) = total cost / # clicks 3. Net Value = total conv. value - total cost 4. Return on Ad Spend (ROAs) = net value / total cost
Types of targeting:
1. Contextual -Contextual targeting involves displaying ads based on a website's content. 2. Geographical -Geotargeting, Geofencing: GeoFencing: using GPS or RFID to define a geographic boundary. Marketing activities are "triggered" when consumers cross this virtual barrier 3. Behavioral -Behavioral targeting is the practice of segmenting customers based on web browsing behavior, including things like pages visited, searches performed, links clicked, and products purchased -Re-targeting or Re-marketing: Targeting ad placement based on a consumer's prior online purchase behaviors (ex. Placing an item in your shopping cart but not finishing the transaction) 4. Demographic -Demographics explain "who" your buyer is -Demographic information includes gender, age, income, marital status 5. Psychographic -Psychographic information might be your buyer's habits, hobbies, spending habits and values. - psychographics explain "why"
Ethical norms:
1. Do no harm. 2. Foster trust in the marketing system. 3. Embrace ethical values.
Email marketing measurement/KPIs
1. Open rate = # opened / # delivered 2. click thru rate = # click / # opened 3. conversion rate = # who purchased / # opened 4. bounce rate = # bounce / # sent 5. # unsubscribed / # delievered
CAN-SPAM Act
A federal law that placed guidelines on mass commercial emails.
Nurture campagin
A nurture campaign is a form of building a relationship with an already existing lead. In short: once a visitor is browsing your website then an alert is generated, data is collected, and a marketing strategy is created.
Drip Campaign
A series of scheduled emails that deliver thought leadership to prospects that have opted in to receive marketing communications
What is social listening
A technique we can use to monitor and analyze consumer chatter online, to better understand target market -Examples: 1. Nike: "what's the sentiment (positive/negative) about my rep?" 2.Apple: "which features in my new product launch are getting the most buzz?" 3. Gillette: "is my advertising campaign resonating with millennials?"
Heidi Cooley, Cros IMC
Ad campaigns and celebrity endorsements (Post Malone) made croc cool again
What determines the position of a Google Ads PPC Ad?
Ad position is determined by a formula called Ad Rank that gives Ad a rank based on your bid, quality of ads and landing page, the Ad rank thresholds, context of persons search and expected impact of extensions and other ad formats
Native ads
Ads that read and look like editorial are called native ads. -in 2020, 2/3 of display spending will go towards native ads. -native ads follow the look, feel and function of the content of the media in the way they appear
On-Page and Off-Page SEO
On-Page: -ensure your website is highly crawlable -select and use keywords well -create high quality, fresh content Off-Page: -get other relevant sites to link your website
Google Algorithm Updates
Penguin, Possum, Mobilegeddon
SEARCH ads (SEM or PPC ads)
Search is the largest category of digital ad spend
What are cookies?
Small pieces of information that are stored in your Web browser when you load certain websites.
Advantages of text messaging marketing
Strong, immediate open rates -98% open rate, 45% response rate within 15 minutes low unsubscribe rate -opt-out <2%
"above the fold"
The content that appears on a screen without a user having to scroll.
The strategic marketing process
plan, act, track
at what stage of the purchase process is a user MOST-LIKELY to use long-tail keywords?
purchase
Clickstream
records information about a customer during a web surfing session such as what websites were visited, how long the visit was, what ads were viewed, and what was purchased
