MKTG-311

For every ____ spent acquiring customers, only ___ is spent converting them

$92, $1

Page Titles-Best Practices

(AUC) -Accurately describe the page's content -Use brief titles -Create unique title tags

Why is Paid Search Important?

(BBIT VP) Brand visibility. Budget. Improved ads. Position on the page. Visual product ads. Targeting.

How Paid Marketing Affects Organic

(BBM) Brand umbrellas, Breaking new ground, Message testing (A/B testing)

Early Google

(CC) -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

Push marketing tactics:

(CD SPR) radio/tv ads, billboards, cold calls, display ads, social media ads, pop-ups/calls to action

Objectives of content marketing?

(CIBA) Create need for a specific product Increase brand awareness Build a relationship based on trust Attract new leads

4 Types of Metrics (Content Marketing)

(CLSS) Consumption Lead Sharing Sales

Moving Forward, We Must

(CNQ) Connect theory and application Navigate the evolving industry of digital marketing Qualitatively and quantitatively evaluate impact

How Organic marketing Affect Paid

(CPM) Cheaper Advertising, Putting posts online, More signals, greater breadth

9 Key Areas of Content Marketing

(GAME/QT SV) Quality first Topics of interest SEO (use keywords) Variety of media Build a social foundation Get your employees to share Align content marketing and advertising Monitors the reactions online Engage with people who share

Surviving Google Updates/Two important lessons for achieving top rankings in Google:

(NE) 1. Never rely on one tactic 2. Ensure your search engine strategies on SEO best practices

Metrics for Content Marketing

(PB, WTF, N) Page views Bounce rate Website visits Time spent on the site Followers Newsletter subscribers

Digital Marketing Challenges

(PIE) Proliferation of digital channels Intensifying competition Exploding data volumes

Types of paid media include

(PPRTTBOS) Print PPC Radio Targeted social media ads TV Online banner Billboards Search engine marketing Mobile ads,

How Google Ranks Sites

(RUSST) Relevant keywords User signals Search volume Total number of backlinks

Tactics

(SSAME/NIPC) search engine optimization, social media marketing, affiliate marketing, marketing automation, email marketing Native advertising, inbound marketing, Pay-Per-Click (PPC),content marketing

Pull marketing strategies

(SSSTP) SEO, PPC, Social media community building, trade shows, showrooms

Three Google SEO Principles

(TAR) -Trust -Authority -Relevance

SEO Strategies

(W,A) -Well over 200 factors -Algorithm is complex, but principles have emerged

Measuring ROI through

(WAC) Website traffic Attribution model Content performance and lead generation

Types of earned media include:

(WTFRAMB) Word-of-mouth Twitter followers Facebook fans Reviews on sites such as Yelp, Foursquare,Google Awards Blogging Magazine and newspaper reviews

Types of owned media include

(bs mar) retail stores company website microsites or landing pages social media accounts brochures/information

The basic principle of AdWords (and indeed all other paid search tools) is as follows:

-pick some terms that a searcher may use -create an advertisement that will appear based on those terms

Benefits of Digital Marketing

-see accurate results in real time -measure the ROI (Return on Investment) of marketing efforts

Shared media

-social media Facebook, Twitter, Linked-in, Youtube, Pinterest, Instagram, Vine

Companies often see results within the

... first 6 months Even quicker with paid advertising

___ __ smartphone searches were made right before a store visit

1 in 3

The average Google first page result contains _____ words

1,890

When online search occurs, the search engine scours its corpus of billions of documents and does two things:

1. Returns results that are relevant to the searcher's query 2. Ranks those results

Google gets over ________ searches a month (80% market share of total search engines) or ________ searches per second

100 billion, 63,000

____ of local mobile searches lead to a sale within one day

18%

Only about ___ of businesses are satisfied with their conversion rates

22%

In a 2018 marketing summit, over 1500 CMOs and marketing executives were asked: "is your marketing successful?"

43% reported lackluster results

More than ___ of Americans will check their smartphone before getting out of bed

46%

Video content is ___ times more likely to drive organic search results than plain text

50

Bounce rates increase by ____ if a website takes longer than 2 seconds to load.

50%

____ of search queries are four words or longer

50%

____ of consumers who conduct a local search on their smartphone visited a store within a day, ___ who searched on a computer

50%, 34%

Over ___ of smartphone users have discovered a new company or product while conducting a search on their smartphone

51%

_____ of marketers say improving SEO and growing their organic presence is their top inbound marketing priority

61%

Over ____ of people ignore paid search results

70%

____ to ___ of search engine users are only focusing on the organic results

70-80%

_____ of people never scroll past the first page of search results.

75%

____ of local mobile searches result in offline purchases

78%

Over_____ of people perform online search before making a purchase.

80%

____ of companies plan to increase their digital marketing budgets over the next 10-15 years

80%

Using videos on landing pages will increase conversions by ____

86%

____ of smartphone owners use a search engine at least once a day

87%

Over ___ of online experiences begin with a search engine

90%

_____ of searchers haven't made their mind up about a brand before starting their search

90%

Google is responsible for ___ of total organic traffic

94%

Google drives ___ of mobile search traffic

96%

Mobile usage accounts for___ of time spent consuming digital media

>70%

What is Digital Marketing?

Achieving marketing objectives through applying digital technologies and media

E-

Audience Conversion -Sales automation -Email marketing -A/B testing -Remarketing -Customer Support

Types of Display Ads

Banners Rich Media Ads Video Ads Pre-roll ads

CUE Model stands for

Control the User Experience

Del Monte Food Inc (What was the main problem identified by the company?)

Del Monte wanted its green beans to have a place at the table used branded content push was the way to go

How big are Digital Marketing budgets?

Depends on what element of digital marketing a company adds to the strategy

Display Advertising is grouped in two ways

Desktop/laptop or Mobile

What was the goal of Del Monte's new campaign?

Drive brand interactions, engagement Attach themselves with Thanksgiving

Growth of Content Marketing Over half of companies outsource content marketing projects. Why?

Efficiency, cost, expertise

Why is Paid Search Important to google?

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

Hijacked

High threat to revenues; could entail costs to mitigate negativity

New Media Model

Hijacked, Social

U-

Inbound Audience Management -Marketing automation -Influencer/community marketing

What did POPSUGAR and Vibrant do/develop for the Del Monte campaign

Monte used content created by POPSUGAR as well as Vibrant to populate its branded portal, which housed its content, plus general lifestyle content related to Thanksgiving that POPSUGAR was already creating

C-

New Audience Generation -Content management -Paid media -PR

Sold

New revenue from selling ad placement to others

PESO Model

Paid, Earned, Shared, Owned

Difference between SEO and Paid search

Pay isn't involved, as it is with paid search ads

How did the Del Monte market their offerings before this new campaign

Ran TV Ads

Defining the Variables

Traditional Definition/Modern definition

Paid Search vs. SEO

Traffic from organic (i.e., SEO) is free, whereas traffic from Paid Search has a cost for each click

Who did Del Monte partner with in this new campaign

Vibrant and PopSugar

Content Marketing: The Fundamental Tool of Digital Marketing

What a company creates and shares to tell its story

Was the new campaign successful? Why/Why not?

Yes, click through rates rose and time on-site was twice the norm

Links

allow the search engines' automated "crawlers" or "spiders" to reach billions of interconnected documents on the webs

Owned Media

anything managed and owned by the business

Modern definition

blended, with compounding benefits

Traditional Definition

compartmentalized, or individual elements

Owned Media-Social Media

computer-mediated technologies that allow creation and sharing of info, ideas, and other forms of expression via virtual communities and networks

Content Marketing

creating and distributing relevant and valuable content with the objective of driving profitable customer action

description meta tag

gives google a summary of what the page is about

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

Push marketing

interrupting potential customers, usually through the purchase of ads

What about Mobile Marketing?

optimize your digital assets and tactics for mobile devices

On a search engine results page (SERP), you can

pay for your website to appear in specific sections of the results

Search Engine Optimization (SEO)

process of getting traffic from the "free," "organic," "editorial" or "natural search results

Pull marketing

providing valuable content, which is delivered via social media

Earned media

refers to media exposure you've earned through word-of-mouth

How Search Engines Operate

search engines need a way to "crawl" the internet, use links

Display Advertising/Banner Ads

shown to your target audience whenever they are surfing online, but not searching for your product or service

Assets

social media channels, website, blog posts, infographics, interactive tools, (SWIB)

Easier to measure ROI online

success depends on the scale and effectiveness of the digital marketing strategy

The title can list

the name of a website/business and could include other important information

title tag

topic of a particular page is

Paid media

traditional advertising-all of the "paid" investments a brand or business makes to drive growth

Debunking the PEO/PESO Model Harsh Reality

unpredictable cost spikes of 45%+ some years and 15% increases other years probably do not equal customer engagement sales