IMS 419
As GDPR went into effect, what percent of European news sites removed 3rd party cookies?
22%
For this industry, what percent of users are expected to revoke their individual data?
43.6%
By the end of 2021, what % of grocery sales overall will be online in the USA (overall, not just Instacart)?
6% of total grocery sales will be online
What is the best structural asset a marketer can have?
A devoted customer base that voluntarily follows the brand, especially if they spread the brand platform by word of mouth. Online tools such as Informative and Communispace offer great tools to create strong connections to core communities of customers. Creating and maintaining these communities requires a commitment to the content and sustaining dialogue.
To create meaningful marketing what do you have to understand about customers?
Brands must understand how their marketing satisfies potential consumers' unfulfilled needs and fits into the overall experience of their life
What are the 4 considerations marketers should pay attention to with eMail when marketing to consumers vs. businesses?
Buying cycle, tone, content, timing
What are the key benefits of an Ad Exchange?
O Exchanges enable advertisers to easily buy ads across a range of sites at once - More effective and efficient O Increases purchasing efficiency for advertisers and minimizes the unsold inventory of publishers
When did it come into law?
O It is a law that was created in 2003, and you have to follow the criteria and if they don't they have to pay a significant amount of money per violation. O Ex: Kroger had a violation when they acquired a list and costed them $2 million so they then built their own email list o Law doesn't apply just to bulk email, it covers all commercial messages (including B2B emails) o $16,000+ per violation
What 2 factors are drivers of a customer's loyalty to a brand / retailer?
Personalization and relevance are the key drivers when it comes to brand loyalty.
Why do these platforms need developers?
Programmer development time and expertise is the most valuable resource at any technology firm." It's also a difficult task; if it wasn't, companies could automate or outsource. Developers amplify the effort to produce more output.
What are the penalties for violating?
o $16,000+ per violation o Each separate email in violation of this act is subject to penalties of up to $46,517, so non-compliance can be costly.
Are the developers monitored by the platforms themselves?
"Developers are so important that they go largely unmonitored and unpoliced by platforms." They're seen as trusted insiders where FB and Google look away from their suspicious activities.
Describe what "HaveIBeenPwned" (https://haveibeenpwned.com/) does.
"haveIbeenpwned" tracks whether or not your information has been compromised. The user types their phone number or email and the site lets them know whether or not anything has been leaked.
In terms of financial spending, approximately how large is digital marketing in the USA (circa 2022)?
$280.3B Industry
What is the forecast in sales for Instacart by 2023?
$35 billion
Why is DDM different than mass marketing?
- digital: personalization with the data, able to be more relevant - traditional: no data on the person
List and explain the 10 social business tenets.
1. Anyone can participate 2. Create shared value by default 3. While participation is self-organizing, the focus is on business outcomes 4. Enlist a large enough community to drive the desired result 5. Engage the right community for the business purpose 6. Participation can take any direction, be prepared for it and take advantage of it 7. Eliminate all potential barriers to participation, ease of use is essential 8. Listen to and engage continuously with all relevant social business conversations 9. The tone and language of social business are most effective when they're casual and human 10. The most effective social business activities are deeply integrated into the flow of work
Name up to 7 ways how marketers may use SMS(short message service) marketing. Of these, do any have synergies in aiding email marketing?
1. As a compliment to email marketing 2. As a live chat substitute 3. To provide a human element 4. For transactional messaging 5. To guide digital shoppers to a conversion 6. To send time-sensitive messages 7. As a replenishment mechanism
To make the CIO and CMO partnership work, name the 5 prerequisites for success?
1. Be clear on decision governance 2. Build the right teams 3. Provide transparency 4. Hire IT and marketing "translators" 5. Learn to drive before you fly
What are the 4 criteria to consider in a social listening platform?
1. Data - platforms, websites, history, recency 2. Sorting - ability to filter 3. Analysis - ability to interrogate 4. Reporting - delivering useful insight
Be able to identify at least 4 of the 8 steps.
1. Determine your objective - branding, nurturing, or driving sales - and target your audience no matter where they are in the marketing funnel. Online advertising's flexibility enables you to: a. Brand and build awareness to reach new prospects. b. Nurture current customers c. Drive sales with special discounts aimed at customers already in your CRM system. 2. Create different ads and different calls to action based on where your prospects are in the marketing funnel a. Encourage prospects to visit your website b. Offer a white paper in exchange for the target's contact info c. Discount promotion on a specific product 3. The best online display creative relies on a single image, a provocative headline, and brief copy 4. Consider using rich media to attract your audience a. This includes using more advanced features such as audio and video. A recent study from AdForm indicated that users were three times more likely to click on rich media ads than traditional static banners. 5. Integrate your banner with other marketing efforts a. Use print and digital advertising, but make sure there is a clear distinction 6. When measuring ad impact, incorporate metrics beyond click throughs a. Additional metrics include cost per conversion or cost per lead 7. Optimize your campaign by testing and by investing in the most effective ads a. Utilize basic A/B testing to see which creative/offer performs best 8. Consider retargeting, CRM targeting and company name targeting
What 4 attributes do millennials demand when engaging with retailers?
1. Digital - Always on, connected 2. Immediacy - Right now, real-time 3. Recognition - I'm unique 4. Inclusion- Include me
What are the 7 criteria marketers should consider in following the law?
1. Don't use false / mis-leading header 2. Don't use deceptive subject lines 3. Identify the message as an advertisement 4. Tell recipients where you are located 5. Tell recipients how to opt-out 6. Honor opt-out requests promptly • You can't sell or transfer their email addresses (includes transfers in the form of the mailing list) unless it's to a company that's helping you comply with this law 7. Monitor what others are doing on your behalf
Of the 10 major applications of social listening, list 3 and briefly explain.
1. Market intelligence - provide detailed reports and alerts on market developments 2. Alert abnormalities - automatic alerts when an abnormal volume or pattern of conversations occur on an issue 3. Pricing information - detailed analysis of discussions and information about pricing discussions (both direct discussions of price and inferred discussions of price)
Name 2, out of dozens, social listening platforms a marketer could purchase (not free ones)
1. Mention 2.BRAND24
Name the 5 trends impacting retail today.
1. The rise of boomers, Hispanics, and millennials 2. The world's largest store in every pocket 3. Highly personalized marketing 4. Distribution revolution 5. New retail business models
What are the 5 general rights for consumers?
1. To know what personal information is collected about them: consumers have the right to know what personal info is being collected by a business about them and the purpose of the data being collected. 2. To know whether and whom their personal information is sold/disclosed, and to opt-out of its sale: Subject to certain expectations, consumers will then have the further right to opt out of the sale of their info by using a "Do Not Sell My Personal Information" link in the businesses home page, which is required by the act. 3. To access their personal information that has been collected: Consumers have the right to request how the sources from which a business collected the consumer's personal information, the specific elements of the personal info that was collected, and the third parties with whom it shared the info with. 4. To have a business delete their personal information: Consumers can request that personal information be deleted from company's data, except for legal and regulated held data. 5. To not be discriminated against for exercising their rights under the Act: The CCPA give consumers the right to receive equal service and pricing from a business even if they are exercising their rights under the Act.
What are some predicted trends in digital marketing for 2022 and beyond?
1.Email Most Important Channel 2. Loyalty A Thing Of The Past 3. Foresight The New Priority 4. Discounts Losing Favor Fast 5. War On Data 6. Video To Be Cornerstone 7. Great Escape from the Digital White Noise 8. Advertising Postcards Reach People Where They Live 9. Digital Storytelling Separates Amateurs From Pros 10. Judgment Day For FB / Meta
Despite technology changes, what 4 things remain - and most likely always will - in the marketing paradigm? (see TMDM slide in course lecture)
4 constants: - Target - Message - Deliver - Measure Marketing has to get better with these in order to increase its relevance to the organization.
What is the automated process for managing customer contact policies?
ATC = air traffic control
What is P&G doing with targeted FB ads? Why?
About a year ago, P&G said that it would move away from ads on Facebook that target specific consumers, after finding that ultra-niche targeting compromises reach and has limited effectiveness.
Who do you believe protects their citizen's privacy more - USA or EU (discussion only)?
After the GDPR at least is the EU
What are key differences when it comes to marketing to B2C vs. B2B entities?
B2C Building a brand • Simpler and shorter sales process • Emotion driven purchases • Larger number of smaller sales • Your product improves their life in some way B2B Building relationships • Complex sales process • Analysis driven purchases • Smaller number of larger sales • Your product improves their business
Name a software that aids with eMail marketing automation?
B2C-unica(IBM), eplison, mailchimp, oracle B2B - salesforce(pardot), constant contact
Define big data. What are the 3 V's of big data according to HBR?
Big data- The definition of big data is data that contains greater variety, arriving in increasing volumes and with more velocity. o 3 Victors: 1. Variety - lot more of online, offline, social listening 2. Volume 3. Velocity - the speed on which things are being updated and uploaded are SO fast.
Given the rise of "big data", how are these ways changing?
CIO and CMO are BOTH on hook for turning data into growth CIO is not a back-office now and is integral to marketing strategy - only used to interact when absolutely necessary, now always necessary
What does CCPA stand for?
California Consumer Privacy Act
What is another name for A/B testing?
Champion/Challenger Monday free taco/ Monday free taco only
What does DDM stand for?
Data-Driven Marketing
Put into order, based on time period, the following key events: Direct marketing WWW creation Permission-based marketing 1st use of banner ads and by whom Wi-Fi Marketing with meaning / relevance-based marketing Rise of social networks Social networks eclipse email as primary communication channel
Direct marketing - 1950s, Gilbert o WWW creation - 1999 Credited to Tim Berners-Lee o Permission-based marketing - Seth Godin late 1990s o 1st use of banner ads and by whom - October 1994, AT&T o Wi-Fi - 1999 o Marketing with meaning / relevance-based marketing - 1950s? o Rise of social networks - 2007 o Social networks eclipse email as primary communication channel - 2009
What is DTC? What is the advantage to brands that are doing it?
Direct to Consumer Marketing. The advantage is that they have the data. Amazon is on a strong march, and appears to be not slowing growth in the near future.
Is email social media?
Email is not social because email is predominantly one way of communication
Name the data brokers FB use.
Epsilon, Datalogix, Acxiom
What is FB doing now with 3rd parties (partner categories) that it launched in 2013? Why is it doing this? What do you feel this will do to its advertising revenue in the future?
Facebook is ending the feature of partner categories with 3rd parties out of a partnership between Facebook and major data brokers. They are less settled about dipping into these aggregate pools of third party data. Facebook is facing a lot of scrutiny and ire over third-party data mishandling. This product of partner categories enables third party data providers to offer their targeting directly on facebook. They hope it improves people's privacy on facebook. I feel like Facebook will lose advertising revenue in the future because they are limiting working with data brokers, leading to a decline in revenue.
What "teeth" is behind GDPR?
Financial penalties for data protection
What does GDPR stand for?
General Data Protection Regulation, it came from the EU
What does GDPR do and when did it go into effect?
Give citizens back control over their personal data; went into effect May 25, 2018
Given this is just in one state in the union, what impact, if any, will have for companies not based in this state but doing business in this state? How about overflow to other states? Just your POV here.
I think companies that, while they are not based in California, the citizens are still given the option to opt out of giving away their personal information. It will make businesses reluctant to continue doing business in California, if the company can easily get personal information from Washington or Oregon.
Critical thinking, not in the article. Who owns the data of the person shopping for groceries online via Instacart - the grocer, Instacart or both?
I would assume that Instacart owns the data of which products an individual buyer is purchasing. The grocer will still collect data on which products are being sold and with what other products but I don't think they will know the demographics of people buying the groceries unless Instacart shares that with them.
Cite a couple of examples in the section of "How Platforms Pay Developers with Your Data". Class discussion only.
In order to be on Blackberry devices, Facebook made Blackberry a service provider, which gave them access to their privileged data which superseded privacy settings. Google gave companies that provided a webmail enhancement free access to their vast consumer data as long as they used the "sign in with google" option. They also provided a code to make the obtainment and use of such information easy to navigate.
What are the benefits of this data from a targeting perspective?
Including data on the web pages that consumers visit, email lists they have signed up for, and the way they are spending money online and offline
How is FB incorporating offline data into their targeting? List some examples.
Including data on the web pages that consumers visit, email lists they have signed up for, and the way they are spending money online and offline Receving more information by partnering with third-party data marketers
How will brick and mortar retailers - of all sizes - attempt to stay competitive with Amazon?
It you want succeed you need to invest in tech
When will it begin to be enforced?
July 1, 2020.
What are some metrics to consider?
Most common is click through or CTR which can generally provide how well a particular banner is performing. However, you should also be looking at other metrics such as cost per conversion or cost per lead. Conversions include prospects downloading a white paper and providing their contact info. This tends to be an even better indicator to how an ad is performing.
Do others agree with P&G's advice?
Mr. Peltz's Trian Fund Management LP criticized P&G's cutback on digital spending. P&G's improved earnings "came as a result of reducing advertising, specifically digital, a tactic we believe will damage the value of the company's brands if continued in the long term," the firm said in a statement. It's unclear what impact the digital cuts have on P&G's overall marketing spend. P&G said it's committed to advertising that delivers tangible results for its brands.
What % will recombine / synthesize?
O 10% will be synthesizers
What implications does this have on the size of a social group?
O There is a small percent of originality in a group of people.
What is the blurring (or integration) of online and offline channels known as?
Omni Channel, one channel where consumers desire consistency. An integration of offline and online and having the existing approach to the consumer.
What does PII stand for?
Personal Identifiable Information (eg. Email, mobile phone, address, etc.)
What are the major components (participants) to Programmatic Buying (aka Ad Exchange)? Be able to decipher the acronyms as well.
Programmatic Buying: The use of Artificial Intelligence and machine learning to buy advertising in real-time, instead of going through human negotiations and pre-set prices. Who uses programmatic buying (advertising)? Programmatic advertising exists in a wide range of digital channels, including display, mobile, video, and social. We're starting to see out-of-home channels advertise programmatically through digital screens on bus stations, shopping malls, and billboards. Ad exchange: An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions. They're most often used to sell display, video and mobile ad inventory. o Components (participants) o Advertiser/Agency - buyers o Publisher/Supplier o DMP- Data management platforms o TD- Trading desks o DSP- demand side platforms o SSP- Supply side platforms o Ad verification platforms o ***Publisher/Supplier → SSP → Ad exchange ←DSP ←Brand/Advertiser o Decipher these acronyms (some repeat to the above): § TD -Trading desks § DSP - Demand side platforms § SSP - Supply/Sell side platforms § DMP - Data management platforms §RTB - Real-time bidding
What industry spends the most on digital marketing?
Retail with a 22% share of digital spend
List your 3 favorite rules from this infographic (see Canvas or Syllabus - and leverage in your semester paper, if appropriate).
Rule #8 : Always write back Rule #17: Update your back or delete it Rule #6: Don't try to be clever. BE CLEVER.
What did Apple's Safari do prior to GDPR going into effect?
Safari deleted third party cookies after one day
Who is the brainchild of "permission-based (purpose strength) marketing"?
Seth Godin
Are single or multiple images best in an online display ad?
Single images. Strong banners use a single, attractive image, a compelling headline, and VERY short copy, to drive an audience to a call to action (such as visiting a landing page)
What are the three tiers of the marketing with meaning model? Explain each tier.
Solution: survival needs (food, shelter, safety, and clothing) Connection: attachment needs (love, belonging, friendship, family) Achievement: esteem needs (confidence, creativity, problem-solving, respect for and by others) All of which will help marketers understand the needs of their buyers in an effort to create helpful marketing tools
Would you consider marketing technology to be stable or still evolving?
Still evolving
What are the top 3 things marketers test with eMail marketing?
Subject line (86%), Call-to-action (62%), Message (58%) (e.g., greeting, body, closing)
What impact do you believe GDPR will have on the USA (discussion only)? Marketers in general?
Sure, some US companies might prefer to swallow the hassle and expense of fragmenting their data handling processes, and treating personal data obtained from different geographies differently, i.e. rather than streamlining everything under a GDPR compliant process.
Who, which organizations, must comply with the act?
The CCPA applies to for-profit businesses that collect and control California resident's personal information, do business in the state of California, and meet one of three requirements. 1. Have annual gross revenues in excess of $25 million 2. Receive or disclose personal information of 50,000 or more California residents, households or devices on an annual basis 3. Derive 50% or more of their annual revenues from selling California residents' personal information
What is the main difference between GDPR and CCPA?
The difference between Europe's General Data Protection Regulation (GDPR), the CCPA does not require consumers to "opt-in" for the use or sale of their personal information.
What did the pandemic do to Instacart's business?
The pandemic increased Instacart's business exponentially in 2020. Their sales increased by 229.7%. In 2021, it was still increasing but not by those extreme measures.
What is required for a customer to invest in a relationship with a retailer?
There needs to be a clear value proposition. The requirements are that you are able to get offers and communications that will be personalized. And that the set-up takes on average 20 minutes or less.
What is a pi-shaped marketer?
These are marketers with a broad base of knowledge in all areas, but capabilities in both 'left brain' and 'right brain' disciplines. They are both analytical and data-driven, yet understand brands, storytelling, and experiential marketing.
Why are FB and Google worse than traditional data brokers (e.g., Acxiom, Choicepoint)?
They are worse because Choicepoint and Acxiom don't assume that you agreed to their practices. Their practices are a scheme to sell your data and blame you for agreeing to it by using manipulative, hidden language. These companies blame you for being tricked into data sharing.
The platforms work with developers to extract insight from their data. Do they pay these developers monetarily? If not, how do they exchange value?
They don't pay them monetarily. Value is exchanged by the developers having privileged user data access and in return, companies that hire these developers get new functionalities, new forms of unimagined user growth, and a deeper and larger amount of engagement on their platforms.
Which types of companies are most likely to be adversely affected by GDPR by having users revoke their individual data?
Those who deliberately seem to think privacy protection rights is inferior to business interest, such as Uber
Is online grocery shopping here to stay?
Yes, online grocery shopping is here to stay.
Can an organization still retain and sell someone's PII data if they have deidentified or aggregated their data to make it anonymous?
Yes, the CCPA does not restrict a business's ability to collect, use, retain, sell, or disclose consumer information that is deidentified or aggregated.
When it comes to personalization and relevance, does a gap exist between a brand / company's perception of themselves and what customers say?
Yes, the brand thinks so
Does "FB track you offline?" article contradicts FB cutting off access to 3rd parties? Your thoughts on this?
Yes. They say they don't, but they do. Facebook monitors your online behavior, collects the information and sells it to advertisers so they can target you more effectively. They also partner with brick-and-mortar retail stores to record your shopping habits so they can target you more effectively. Turning off certain things in your settings like ads, will stop facebook from communicating with third parties that harvest your data. I think that it's kind of creepy that you are always being watched.
In a typical social group, what % will be producers?
o 1% original producers of content
What are the 2 major ways in which you can obtain email lists? Which one is considered the best for a marketer?
o Acquire: Buy or Rent using data companies (infoUSA.com, webtraffic21, acxiom, us data corporation, databaseUSA, Peach Tree Data, eTargetmedia.com, National Data Group) o Build: create value on your site so that customers give you their PII data BEST: Most marketers agree that building your own list provides the best quality and ROI to the organization.
As media becomes more digitized, how does this affect media buying?
o As media becomes more digitized, targetable, and trackable, media buying is moving away from up front volume purchases to dynamic optimization. In other words, engagement is now much more popular than awareness. Rather than creating a large number of stagnant ads which guide the user to the brand's page, marketers should create fewer engaging ads, which allow the user to fully experience the brand without leaving their original page. You need to know exactly what you want to spend and how much to pay, then move quickly to make changes.
What is the CAN-SPAM act?
o CAN-SPAM act establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out through penalties for violations.
Within social media, what are the risks of nonresponse to the brand?
o Damaged brand and company reputation o Lose the ability to influence the message in any way o Most companies underestimate the level of effort to get started / maintain their social presence § Time and money must be invested to monitor the collective consciousness of what social media is saying about the company, its products, and services § The company has to be prepared to respond
Define last mile delivery (repeat from earlier presentation).
o Defined as the movement of goods from a transportation hub to the final delivery destination. The final delivery destination is typically a personal residence. The focus of last mile logistics is to deliver items to the end user as fast a possible.
What firm did Google acquire in 2007?
o DoubleClick for $3.1 billion dollars § It's an ad server
Provide an example of marketing with meaning (from the article) and briefly explain it.
o Dove Soap -they stopped talking about soap and beauty myths in their marketing campaign and started a movement to build self-esteem in girls and women. o "Real Beauty" Campaign: features women from all walks of life (sizes, ages, ethnicities) o Ended up driving them into the digital world with the creation of a website and mobile resources that encouraged their audience to engage with one another o Launched a video on YouTube for $50,000 that ended up doing well; better than their $1.3 million, 30-second TV advertisement o "Real Beauty" drove Dove's business resulting in double-digit growth in 2005 and 2006 o Ignited the conversation about how beauty is defined and perceived by others
In the face of social media, is email still an important digital, marketing channel?
o Email is far superior to social media; email has a far greater ROI than social. Email ROI is higher ( email generates $38 for every $1 spent) .The estimated average ROI for email is 3800% vs. social media's ROI is 28% on average.
Briefly explain what is happening within organizations between IT and Marketing departments.
o IT spending is no longer restricted to IT departments o In most organizations, more software purchases are being influenced by the CMO and the CIO o Marketing and IT are no longer operating as silos "independently" o Do we need both roles
What do marketers fear most in moving to digital? Why do you think this is?
o Marketer's fear moving to digital due to lacking past experience in the digital world. Most marketers don't have data to be informed enough to shift their spending to new channels. They are unsure what to spend on online marketing and how to adjust spending to see return on investment. Most people are shopping online but online marketing is a very little part of their marketing budget. I believe they fear digital marketing due to not having a great understanding of the digital marketing world and digital marketing is quickly changing. Not having knowledge could lead to marketers spending money that may not bring value.
Describe the "traditional (older)" ways in which these two departments worked together?
o Marketing was trying to generate an image for the company where CIO was for the inner back of the office workings. Paths never crossed until now and the rise of big data. o CMO's & CIO's need each other's help to accumulate customers and increase revenue.
What would you say about a marketer's ability and confidence to navigate and engage individual customers through digital?
o Most marketers were not confident in their ability to do so. They need a translator between the two. IT and marketers need to be able to speak the same language. o Only 23/300 felt highly effective in making good decisions (very low) probably bc they have not been trained to think that way in the past. They didn't grow up with as much tech exposure as us (they are older). o Marketing is highly technology based today and is only going to become more so in the future.
In addition to mastering the art of strategy and creativity, what must the CMO of today master?
o Must master analytics (new news), to grow their business Analytics. Must be good at finding insights in data The art of science. Understanding the numbers behind what they are trying to execute - there is sooo much data, this is hard to do
Does Google connect these data (cookies) to other data it holds (e.g., gmail, other tools, etc.)?
o They are now able to build a user's portrait based on "everything they write in email, every website they visit and the searches they conduct" o Browsing habits may be combined with what the company learns from the use of gmail and other tools
What is a marketer under intense pressure to do, with respect to their "IT" investment?
o They have to buy more tech and software for their budget from the CEO and somehow show their results. Massive pressure to show Rate of Return on what they're doing. o They struggle with skill gaps o Lack confidence in ability to navigate and engage individual customers through digitial o Demonstrate an ROI on their digital investments is challenging
What does becoming a social organization challenge the organization to do?
o To become more honest, transparent. o Organizations continue to struggle with issues of control, trust, and risk. Brands traditionally want to control the conversation with customers. o Social organizations open up their processes to all constituents through social media. Which almost always makes those businesses far richer, more relevant, and cost-effective.
What % of retail sales is expected to be e-commerce based by 2024?
~20/25% in the United States
