MKTG (Ch. 10)
Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2):
Consumers' tendencies to trust other consumers over corporations
Before creating a social media advertising campaign, Sarah embeds quantitative and qualitative metrics at the onset of her strategy that can allow almost real-time measurement and evaluation. What are these metrics called?
Key performance indicators
The "bricks-and-clicks" model involves maintaining:
Physical stores and an online shopping site
The internet is viewed as a _______ medium because users determine which material they are going to view
Pull
Search (key components of digital marketing)
The promotion of websites by increasing visibility in search engine results pages (SERPS)
Digital marketing
The union of content and technology guided by carefully aggregated and thoroughly analyzed data
What is one of the biggest mistakes a marketer can make when engaging in digital marketing?
Treating it like a traditional marketing channel
Social media (key components of digital marketing)
Websites and apps that enable users to create and share content or to participate in social networking
Paid search results
-"pay per click" -Appear based on relevance -Paid by advertiser -Indicated with "ad"
Organic search results
-Appear based on relevance -Not paid for by advertisers -In order of what the search engine thinks you are looking for based on its algorithm -Doesn't mean not a business issue
Retail beacon (mobile)
-Can detect where a customer is in a store and instantly push messages relevant to their shopping -Ex: can offer a coupon as the customer passes by a certain department, enticing them to go into that area
Trends in social media
-Continued rise of video and live feeds -Rise of paid social media commerce (dominoes the first) -Ephemeral (disappearing) content -Ex: snapchat/Instagram stories -Rise of influencer marketing -Rise of augmented reality
Recent trends in mobile
-Even though people are spending a lot of time on their mobile phones, mobile shopping has not gotten as popular as desktop shopping -Location-based services may finally hit their stride (retail beacon) -Augmented reality (pokemon go) -Wearables (pants that can charge your phone)
Mobile (key components of digital marketing)
-If you have a mobile phone, then you probably have received some kind of marketing message through it -Has grown rapidly, 76% share of total digital minutes in the US
Content marketing (key components of digital marketing)
-Key goal of digital marketing is to create content that is interesting and shareable, and sharing content via "owned" media (blogs, social media, websites) -Drives awareness, SEM results, purchases -Data-drive creative -Make scrolling/exploring fun and rewarding (fitbit achievements named after animals)
Who is the target market of the Old Spice ad?
-Men and their ladies (couples) -Get women to buy old spice for their men instead of "lady scented body wash"
Key components of digital marketing
-Mobile -Search -Content marketing -Website design -Email marketing -Social media
2 kinds of search results
-Organic search results -Paid search results
Email marketing, email branding must-haves
-Personality and voice -Consistent template -Branded preview pane -Branded landing page -Consistent style
Native advertising
-Resembles a publication's editorial content but is paid for by an advertiser and intended to promote the advertiser's product -Projected to grow in the next few years -Fits in with the websites content -Blurring the lines between advertising and content
How did the Old Spice brand engage?
-The response campaign -Fastest growing interactive campaign in history
Top trends in website design
-minimalism = reduce clutter -Dark mode -Mixing illustration and realism -Artistic illustrations
Native advertising is _____ better than display advertising
10x
