Digital Marketing Test

Benefits of digital marketing

Digital marketing allows marketers to see accurate results in real time. Can measure the ROI of marketing efforts. Website Traffic Content Performance and Lead Generation Attribution Modeling

Social Media Marketing !!!!!!!!!!!! section 6

section 6 boi

Facebook Marketing !!!!!!!!! section 7

section 7

Instagram Marketing !!!!!!!!!!!!!!!!! section 8

section 8 good luck

Snapchat marketing !!!!!!!!!!!!!! section 9

section 9 Snap >:)

Google AdWords - process, impact, value

The basic principle of AdWords (and indeed all other paid search tools) is as follows: You pick some terms that a searcher may use on Google Then create an advertisement that will appear on the SERP based on those search terms Search ads Construction of Google ADwords

DNVB characteristics, success factors and limitations

The name of the brand is on both the physical product and on the website. The DNVB requires the commercialization of an e-commerce channel, but that channel is an enablement layer — it's not the core asset. Success factors: price, convenience

Definition and key characteristics

The process of gaining website traffic or attention through social media sites. in the early days of social marketing, there was little competition. Social media by its very nature is a "short attention span" media. Internet audiences can be better segmented. Advantage of appealing to a broad audience at once.

Digital marketing Introduction !!!!!!!!!!!!

:)

PEO/PESO Model

PESO: Paid earned shared owned media model PEO:

Twitter's value to marketing, what makes it different?

idk ? more consumer interactions or some shit

Ethics and best practices

Ethics: Honesty Privacy Respect Responsibility -Acknowledge -Apologize -Act best practices: be transparent, have a personality, don't spam

Effectiveness/does paid search work?

Yes it works very well. Example Google makes the majority of its revenue from advertising. Of the $17.3b it made in a recent Q1, $15.5b was from advertising sales.

Primary principles of search conduction

1. Experience the need for an answer, solution, or piece of information 2. formulate the need in a string of words and phrases, also known as "the query" 3. Enter the query into a search engine 4. browse through the results for a match 5. click on a result 6. scan for a solution, a link to that solution 7. if unsatisfied, return to the search results and browse for another link or .... 8. perform a new search with refinements to the query

Demographics and change over time

31% female 23% male. Total Number of Monthly Active Users: 300+ million? 78% of all American 18-24 year olds use the platform. Snapchat is getting older i think in the past 18-24 37% of users made up snapchat

Use of Instagram for business, 80/20 rule and best practices

80% of content should be focused on educating, enlightening, and engaging your audience 20% should be self-promotional

Marketing options: SnapAds, Sponsored lenses, Snap Discover, GeoFilters

A Geofilter delivered to a national audience will typically be seen by 40% to 60% of daily Snapchatters. Snapchat's Sponsored Lenses are reach 16+ million viewers 58 % of college students would be likely to purchase a brand's product or service if they were sent a coupon on Snapchat.

Creating page titles - Title tags, "description" meta tag - Best practices

A title tag tells both users and search engines what the topic of a particular page is. If the document appears in a search results page, the contents of the title tag will usually appear in the first line of the results. The title can list the name of a website/business and could include other important information Accurately describe the page's content. Avoid using default or vague titles Create unique title tags for each page. Use brief, but descriptive titles. A page's description meta tag gives Google a summary of what the page is about.

AD rank formula

AD rank = CPC bid x quality score

Definition of digital marketing

An umbrella term for all online marketing efforts

Benefits of Snapchat for marketing, best practices for creating leverage

As a platform, Snapchat has the attention of 15 to 25-year-olds in U.S. Scroll through rate? Snapchat users "can't" look back. Marketers have ~100% of their audience's attention for the length of the content's life. 2017 - Digital advertising sales officially passed TV ad sales.

Use for business, company page strategies

Attracting top talent Grow your network - and potential supplier and consumer base Advanced search capabilities Connect with a different, more businesslike, audience. Showcase products, services, events, and brands. Showcase expertise (e.g., long-form content) on the platform. company strategies::: Brand personality Empower employees Valuable content

Budgeting and measuring results of digital marketing

Budgets depend on what elements of digital marketing a company adds to the strategy. they range from 28% to 45%. Easier to measure ROI online - success depends on the scale and effectiveness of the digital marketing strategy. Companies often see results within the first 6 months. Even quicker with paid advertising.

Best practices for using twitter for marketing

Choose an Appropriate Username Your username (@username) is your Twitter handle. Create a Brand-centric Profile Your profile consists of a bio, avatar, and cover images. Become a Good Listener Interact and Respond Tweet often - no magic number, at least once per day Keep tweets short Retweet and mention others Create a content plan Find influencers Advertise Define metrics and KPIs (key performance indicators) Follower growth: How many new followers you get every day, week, etc. Follower engagement: How many followers interact with your tweets; Reach: How many users like or retweet your posts; Traffic: How many people visit your site from Twitter; Conversions: How many users sign up for your service or buy your product. Host Twitter Chats Twitter chats are scheduled hashtag discussions that focus on specific topics.

Definition of digitally native vertical brand and its audience

Digitally native vertical brands are maniacally focused on the customer experience and they interact, transact, and story-tell to consumers primarily on the web. It's primary means of interacting, transacting, and story-telling to consumers is via the web. The digitally native vertical brand (DNVB), is born on the internet. Aimed squarely at millennials and digital natives.

Display advertising/banner ads

Display ads, also known as banner ads, are shown to your target audience whenever they are surfing online, but not searching for your product or service.

Google - Early Google - Best practices for achieving top rankings - 3 Google SEO principles - How Google ranks sites - Google trends and indexing

Early google: Cramming keywords into a page could move site ranking high for almost any word or phrase. Competition of who could jam the most keywords into the page. Two important lessons for achieving top rankings in Google: 1. If you want to stay at the top of Google results, never rely on one tactic. 2. Always ensure your search engine strategies rely on SEO best practices. 3 google seo principles 1. Trust: Google wants to keep poor-quality, untrustworthy sites out of the search results, and keep high quality, legit sites at the top. 2. Authority: Authority is your site's overall strength in your market. 3. Relevance: Google looks at the contextual relevance of a site and rewards relevant sites with higher rankings. How google ranks sites - Some of the strongest factors associated with high search rankings: - Relevant keywords on the page - Keyword in internal links - User signals (click-through-rate, time-on-site, bounce-rate) - Domain SEO visibility - Search volume of domain name - Total number of backlinks - Total number of referring domains (unique sites linking to your site) - Google+ social media activity - Facebook social media activity Google trends are things trending on google and google indexing is the process of adding new pages into google.

Opportunity/Problem ranking

Finally, each observation is scored between a problem (1) or an opportunity (5) to help determine appropriate marketing action in the social strategy.

Live streaming

For sharing content in the moment

FINISHED

GOOD JOB

Consumers and mobile coupons

How do mobile coupons (m-coupons) differ from traditional (i.e., paper coupons) for both businesses and consumers? What is a push mobile marketing strategy? When a business aims to send an attractive m-coupon to the consumer's cell phone with the intention that the coupon triggers impulse purchase behaviors. How do consumer attitudes impact and influence a consumers' intention of using a mobile coupon? What does the future of mobile coupons hold for both businesses and consumers?

Mobile shopper marketing?

How have mobile devices changed consumer behavior? Within mobile, assets include the device, medium, technology, and channel - what do each of these aspects do for mobile shoppers? (i.e., explain each) Pre-purchase, what do shoppers typically use mobile for? Regarding post-purchase behavior, how do consumers use mobile? What are the employee-related and organization-related mobile issues identified in the article?

Indexing and speed optimization

In 2016, Google announced that it would begin indexing websites based on their mobile sites, not their desktop sites. Mobile presence needs to reflect the proper content and perform well speed optimization: Personalized content Optimizing a site for mobile must focus on speed Why?

Hashtags: impact on engagement, branded hastags, trending

Instagram posts with at least one hashtag have 12.6% more engagement than those without. Over 50% of hashtag are branded .

Location targeted ads

Local searches - also called "near-me" searches - are growing at a 50% higher rate than general mobile searches.

IGTV

Made for watching long-form, vertical video. Standalone IGTV app and can watch from within the Instagram app. Videos are full screen and vertical. Videos are not limited to one minute (can be up to one hour). Just like turning on the TV, IGTV starts playing when app is opened

Ads auction formula

Max bid x quality score = ad rank -> position

Definition of paid search ads and difference from SEO

On a search engine results page (SERP), you can pay for your website to appear in specific sections of the results. The difference is SEO Traffic from organic (i.e., SEO) is free, whereas traffic from Paid Search has a cost for each click.

Demographics and general usage statistics

Over 1 billion active monthly users. Up from 800 million in September 2017 500 million daily active users 80% of users come from outside of the U.S. Used by 71% of U.S. businesses (over 8 million) 80% of users follow a business on Instagram. 50% of businesses on Instagram have produced a story 64% of Internet active 18-29 year olds use Instagram 39% male 30% female

Relationships between Paid and Organic Media

Paid affects organic - allows brand umbrellas - allows breaking new ground - allows message testing Organic affects paid - cheaper advertising - free a/b testing - more signal, more breadth

Examples of what falls under each category (e.g., word of mouth, print, website) for media types

Paid media examples: Print, television, radio, display, direct mail, paid search, retail/channel Owned media examples: Corporate web site, campaign microsite, blog, brand community, Facebook fan page, mobile, ect. Earned media examples: Word of mouth, Facebook comments, Twitter mentions, blogs, forums, review sites

Importance of paid search

Position on the page. Improved ads. Visual product ads. Brand visibility. Budget. Targeting.

Live streaming

Power is the curiosity about what consumers miss if they do not check in. Gives people the human connection they want with the brands they follow.

Facebook demographics and general usage statistics

Reach ► 2.3 billion monthly active users Daily Habit ► 1.7 billion people use Facebook on a daily basis Time Spent ► Users spend on average 35 minutes per day in Facebook - more than any other social media site Mobile ► 1.1 billion mobile daily active users Mobile Reach ► 1.7 billion monthly active users Demographics 29.7% of active users are 25 to 34 years old (the most common age group). Five new profiles are created every second. Usage Every 60 seconds on Facebook: 510 comments are posted 293,000 statuses are updated 136,000 photos are uploaded -One in five page views in the U.S. occurs on Facebook. -42% of marketers report that Facebook is critical or important to their business.

Definition and how SEO works (role of links, ranking)

SEO is the process of getting traffic from the "free," "organic," "editorial" or "natural" search results on search engines. Payment isn't involved, as it is with paid search ads. The search engines need a way to "crawl" the Internet, so they use the best path available - links. Links allow the search engines' automated robots, called "crawlers" or "spiders," to reach the many billions of interconnected documents on the web. When online search occurs, the search engine scours its corpus of billions of documents and does two things: returns results that are relevant to the searcher's query; ranks those results

Key tactics of digital marketing

Search Engine Optimization Content Marketing Inbound Marketing Social Media Marketing Native Advertising Pay-Per-Click (PPC) Affiliate Marketing Marketing Automation Email Marketing

Successful business examples (Starbucks, Etsy, etc. )

Starbucks - Using variety Netflix - Using online real estate Toms - Inspire with images Adidas - Maximizing cover photo Etsy - Showcasing uniqueness Orbitz - Humor Amazon - Crowdsourcing content TIME - Telling a story Apple - Showcasing products What else?

Bottom line and value to marketing

Strong world-wide reach Business to business sales opportunities Professional audience focus Highly trusted by Google Built to be SEO friendly

Benefits and significance

The social media audit tool helps marketers make sense of the many opportunities these platforms offer by allowing marketers to see their brands from the perspective of the consumer. The social media audit tool helps marketers make sense of the many opportunities these platforms offer by allowing marketers to see their brands from the perspective of the consumer.

Rules of engagement and principles of success

Think about your use of social media... When has a brand entered your platform(s)? What type of reaction did you have? Positive? Negative? Indifferent? Have you ever found out about a product/service/good via social media ads? How should companies be marketing on social media platforms? Facebook? Twitter? Instagram? LinkedIn? Snapchat? Success Participatory, Authentic, resourceful, credible

Traditional vs Modern variable definitions

Traditional definition = compartmentalized, or individual elements Modern definition = blended, with compounding benefits

Permission vs. Interruption Marketing

Traditional marketing relies heavily on... interruption marketing. Companies purchase the right to interrupt people and demand their attention. E.g., TV advertising, magazine ads, billboards, pop-ups, radio ads, etc. Permission marketing evens the playing field and allows new talent to compete more effectively against large, entrenched brands. Consumers consent to being marketed. May add value to consumers' lives. E.g., opting into a newsletter Used successfully in launching new brands. Dollar Shave Club The basic rule of permission marketing: money is not enough to buy the way in. Effective permission marketers earn the attention of their audience.

Social Media Advertising best practices

Use free social media to beta-test paid social ads Take advantage of targeting features Rotate ads frequently Use small samples to test the text and images used in ads Understand how ads are sold on different networks Design ads with mobile in mind

Micro-moments and micro-influencers

User is turning to the internet for an answer, which gives companies a chance to build loyalty and credibility. micro-influences: People who - due to such things as their position in the public eye, their expertise in a certain subject, or their blog - can affect the way specific groups of people think.

Marketing implications and artificial intelligence

Voice assistants, chatbots, data analysis algorithms, personalized recommendation systems, predictive analytics. Marketing implications? apps

Definition and key components/process: Who, What, Where, When, Why

Who categorizes data according to who is talking, whether that is the company, consumers, or a competitor. Where lists content by social media channel and environment. What lists the type of content, such as article, photo, or video, plus the sentiment of the post as positive, negative, or neutral. When quantifies the frequency of activity, like number of posts, comments, views, or shares, per day, week, or month. Why determines the purpose of the message from awareness and promotion to complaint or praise. key performance indicators (KPI) is a key indicator that is used as a type of performance measurement

Best practices for posting - Posting times - number of characters - use of events and content calendars - call to action tab and share button - use of facebook live

after hours and 40 characters or less with picture. using event and content calendars is good as well as call to action tab and use of facebook live.

Best practices for creating a custom GeoFilter

create or upload a geofilter, set a time period for the geofilter, select a geofilter, pay

Key characteristics and basics, usage statistics

its for business and professionalism. 530 million users (130 million U.S.) 260 million monthly active users 40% of MAU use LinkedIn daily Users reside in 200+ countries Average number of connections per LinkedIn user: 400 25% female 25% male

New medial model

new medial model refers to hijacked media or sold media which are different from traditional media which refers to paid, owned, earned media, Hijacked media: High threat to revenues could entail costs to mitigate negativity Sold media: New revenue from selling placement to others

Problems with organic reach and what determines what's in your newsfeed

organic reach has declined to 6 percent, a drop from 49 percent from last October. You can expect for only 6 ppl out of 100 to see your content. 100k different things will determine your newsfeed.

Twitter Marketing !!!!!!!!!!!!!!! section 10

section 10 Twitter ?????

LinkedIn marketing !!!!!!!!!!!!!!!!!! section 11

section 11

Digitally Native Vertical Brand (DNVB) !!!!!!!!!!!!!!! section 13

section 13

Paid, Earned, Owned Media !!!!!!!!!!! section 2

section 2, Paid media is media you pay for, owned media is media your company owns, earned media is media your company has earned

Search Engine Optimization !!!!!!!!!!!! section 3

section 3 yeeeeeeet

Paid Search !!!!!!!!!! section 4

section 4. :^)

Social Media Audit !!!!!!!!!! section 5

section 5

Usage, demographic, and growth statistics

twitter has gone from 30 million users in 2010 to 317 million in 2016 twitter is 24% female 23% male Total Number of Tweets sent per Day: 500 million Percentage of Twitter users on Mobile: 80% Number of Twitter Daily Active Users: 100 million Monthly Active Users: 335 million 24% of All Internet male users use Twitter, 21% of All Internet Female 79% of Twitter accounts are based outside the United States. There are over 67 million Twitter users in US.

Mobile marketing !!!!!!!!!!!!!!!!!!!!! section 12

yeet section 12

Your price formula for an ad

your price = the ad rank of the person below you / your quality score + 0.01