DM

Disadvantages of PPC

competitive, some keywords are very expensive time consuming requires practise limits creativity

Advantages of pay per click

cost per click model - pay as you go Highly targeted advertising Accountable ?? Remarketing opportunities Speed Control Drive traffic or enhance branding opportunities Suit both large and small business

Benefits of CRM and explain E-crm and Social CRM

customer relationship management Cost savings Revenue enhancement Strategic impact E-CRM - electronic CRM - uses digital technologies Social CRM - engage with customer through social media

Google Analystics and SERP

keyword analysis website optimisation Site overlay - visual of customers click path Geo-targeting - find out where your visitors come from Complete conversion metrics - ROI, revenue per click, visit value SERP - search engine results page - those at the top get clicked on first

Things to consider before working with an influencer

scale and reach of engagement on a regular day/month Consistency of content creation Velocity or the trend in performance Average content performance Size of potential audience Controversies!!

CRM

-Signifies the whole process by which relationships with customers are built and maintained -CRM as a enabler offering a unified customer interface and allow firms to better understand and segment customers -applications include: Data collection Data analysis Sales force automation Marketing automation Call centre automation

Market automation defintion

Allows companies to align marketing and sales system interfaces to improve and accelerate lead qualification through lead scoring and nurturing Involves a software platform used to deliver content based on specific rules set by user Objective is to attract, build and maintain trust with current and prospective customers by automatically personalised relevant content Lead scoring - determine the worthiness of leads, or potential customers, by attaching values to them based on their behaviour relating to their interest in products or services. Nurturing

The battle for attention

Attention and sales are positively and significantly related (Zhang et.al. 2009). Attention and purchase intention: attention to advertising increases our intention to purchase (Goodrich 2011) Attention and memory - extended visual attention is related to ad-linking and brand memory.

How to measure success with influncers

Awareness metric altitudinal metrics Engagement metrics Direct response Conversion metrics Sentiment analysis

Google adwords objectives

Build awareness Help people recognize and remember the brand Influence consideration Lead and influence the consumer from consideration to conviction ex. Websites visits, online forums Drive sales Drive and maximize sales across devices and channels ex. Phone calls,Instore traffic,Online sales Grow loyalty and retention encourage and grow repeat business from existing customers ex. followers, returning customers

Things to consider about mobile marketing

Consumer use their phone to do different tasks in different moods, contexts and mindsets Phone plays a big part in decision journey Like: Initial research & immediacy of need for fulfilled Need for mobile first strategy Phones are used for short periods of times many times a day and are highly personal Personalisation is important but not too much because it comes to the consumers privacy, example when lensway KNEW I had not been using lenses? Kinda creepy Use personalisation in forms of message content and location-adapted info

SEO and tips

Content, links, queury satisfaction, keywords, quality of host domain, user experience, technical & crawl (spiders on the web), personalisation content and relevance keywords planner in google adwords title tags and meta descriptions reduce file sizes on images

type of content that drivers engagement

Entertainment - memes, contests, viral videos Inspiration - quotes, facts, personal stories Education - tips, industry research, blog posts, cases Connection - behind the scenes, reviews, employee or customer features Promotion - webinars, testimonials, discounts Interaction - questions, polls. caption photos

Mobile marketing trends

Growing importance of phone Increasing awareness of consumer on data collection and privacy issue Notification ad spam More augmented reality opportunities Contextual relevancy with machine learning Video dynamic content is key General data protection regulation, EU:s GDPR Compelling content is key

Social media marketing motivators

Huge daily media consumption Personalisation and targeting Geo-targeting Measurement Direct response Lead to transaction Strong usage amongst distinct cohorts Boost retention Build community Suitability for small advertisers/cost

Effectiveness of Marcom campaigns

Impossible to gauge effectiveness of a marketing communications campaign, if the objectives of such a campaign have not been articulated and specified One needs to measure the results of a campaign against the objectives to evaluate its effectiveness Traditionally the core objectives were sales driven, more recently it has focused on image building as sales of a product is influenced by a vast myriad of variables Must be judged on what is can legitimately do

Benefits of Branding

Improved perceptions of product performance Greater custom loyalty Less vulnerability to competitive marketing actions and marketing crises Lager margins More elastic customer response to price decreases and inelastic customer response to price increases Greater trade or intermediary cooperation and support Increased marketing communication effectiveness Additional licensing and brand extension

omni-channel marketing

Interactive and traditional marketing communications Across a variety of touch points Integrated channels providing a seamless retail experience Customer focused - providing efficiency and effectiveness Cross channel objectives (Total sales over channels, channels contribution) Some channels drive sales, some enhances the brand - consider channel objectives Changing nature of work, coordinated approach, synergies with channel coordination, customer data & analytics, instore & mobile technologies, providing a seamless customer experiences

Issues social media marketing

Low click-throughs Brand reputation Hate speech/trolling Ad fraud Third party verification Breath of choice Huge ad inventories Expertise needed Short lived messaging Weak usage for certain target markets

Benefits of marketing automation

Power to segment and target customers Personalised and automated communication process through their buying cycle Lead Scoring (sales readiness) of prospects Track and measure ROI Get the right message to the right client at the right time for the right cost

Digital marketing metrics

Sales Brand awareness Traffic metrics Display advertising Facilitate support Digital ROI

Types of email content

Welcome (15% off first order) Cross sell (you might also like) Alters - 15% off now!! Prompt reminders (time running out) Reviews and surveys Buying guides Wish list Abandoned cart (we have saved your basket) Birthdays or anniversaries) Win back (re-discover)