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1
Q

Cost-per-action

A

Number of visits that end in a particular action / cost of the campaign

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2
Q

Purpose of click-through Rates

A

To measure the effectiveness of online advertising

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3
Q

Click-through Rate % =

A

Click-throughs / Pageviews( or impressions)

Expressed in %

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4
Q

Cost per click purpose

A

To assess the effectiveness of Internet marketing

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5
Q

Cost per click =

A

Total Cost / Clickthroughs

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6
Q

Conversion Rate =

A

Conversions / Click-throughs

Should be a percentage

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7
Q

Evaluating keyword portfolios (2)

A
  • Identify a site’s most relevant keywords

- Test and expand list, based on conversion and click-through rates

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8
Q

Bidding and tracking keywords

A
  • Higher bids increase chance at higher keyword position

- Price charged depends on intensity of competition

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9
Q

Worst Performing IMC Tactics (5)

A
  • E-mail (rented list)
  • Banner ads
  • Ads in e-mail newsletters
  • Pop-ups/unders
  • Affiliate marketing
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10
Q

Best Performing IMC Tactics (6)

A
  • Paid Search Ads
  • E-mail (house list)
  • Search engine optimization
  • Behavioral Targeting
  • Contextual targeting
  • Rich media ads
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11
Q

What is Social Media? (2)

A
  • Social interaction facilitated by Web 2.0 technology

- Internet media tools that enable community building and sharing of user-generated content

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12
Q

Key benefits of social media (6)

A
  • Traffic
  • Impressions
  • Engagement
  • Community
  • Metrics
  • ROI
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13
Q

Social Media Models (5)

A
  • Branding
  • eCommerce
  • Research
  • Customer retention
  • Lead generation
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14
Q

Social media model: Branding

A

Awareness, image

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15
Q

Social media model: eCommerce

A

drive consumers to website

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16
Q

Social media model: Research

A

customer feedback, preferences

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17
Q

Social media model: Customer retention

A

Engagement customer service

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18
Q

Social media model: Lead generation

A

Generate B2B leads for follow up

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19
Q

Ethical Issues in Social Media (8)

A
  • Astroturfing
  • Blogola
  • Pay per post
  • Flog
  • Brandjacking
  • Comment spam
  • Link baiting
  • Screen scraping
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20
Q

Social Media Rules (5)

A
  • Have a clear purpose
  • Engage people
  • Allow users to generate content
  • Build communities through interaction
  • Integrate media, messages, and strategies
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21
Q

Social Feedback Cycle

A
  1. Awareness
  2. Consideration
  3. Purchase
  4. Use
  5. Form Opinion
  6. Talk (filters back to consideration)
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22
Q

Steps in the engagement process, from low engagement to high engagement

A
  1. Consumption
  2. Curation
  3. Creation
  4. Collaboration
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23
Q

Definition of Social CRM (2)

A
  • “Approach to business that formally recognizes the role of the customer and external influencers in managing conversations around the brand” (Dave Evans)
  • Systematic approach to incorporating social media into marketing and business processes
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24
Q

Social Media Goals (6)

A
  • Build brand awareness
  • Generate leads
  • Deliver promotions
  • Convert prospects to customers
  • Retain customers
  • Build brand communities
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25
6 Steps of a Social Media Campaign
1. Define goals 2. Select social media tools 3. Set up company account 4. Populate with content 5. Modify and update content 6. Monitor and manage campaign
26
Social Media Measurement Definition (3)
- "Determining the volume of content and the sentiment toward a brand on the social web" - Volume of content = quantitative measurement - Sentiment = qualitative measurement
27
Key Performance Indicators (KPIs) (3)
- Quantitative and qualitative metrics - Quantitative - measure ROI on programs - Qualitative - measure brand image, awareness, engagement
28
The KPI Process (4)
1. Define quantitative and qualitative goals 2. Choose mix of KPIs to measure progress 3. Set baseline or benchmark 4. Track & measure KPIs to baseline
29
Share of voice
How your brand mentions compare to competitors
30
Share of Voice Formula
Brand Mentions / Total mentions (all brands)
31
Audience engagement
Shows level of engagement compared to total viewership
32
Audience engagement formula
(Comments + Shares + Trackbacks) / Total Views
33
Net Promoter Score
- Customers asked one question using a rating scale of 1-10 | - "How likely are you to recommend to a friend?
34
Net Promoter Score Categories
- Promoters: 9-10 - Passives: 7-8 - Detractors: 0-6
35
Net Promoter Score =
Percentage of Promoters - Percentage of Detractors Expressed as +/- Score of +50 considered excellent
36
Mobile Marketing Categories (5)
- SMS (text only, 160 characters max) - MMS (multimedia content) - Mobile web - Applications - Mobile advertising
37
3 things mobile marketing is
- Personal - Targeted - Immediate
38
5 Mobile Consumer Profiles
- Up-to-date - Social & curious - Busy & productive - Latest & greatest - Just basics
39
Mobile Consumer Profile: Up-to-date
Use mobile device to stay connected with news, weather, events
40
Mobile Consumer Profile: Social & curious
Connectors, network with friends, plan events
41
Mobile Consumer Profile: Busy & Productive
Manage multiple priorities and be productive
42
Mobile Consumer Profile: Latest & Greatest
Early adopters of news technologies
43
Mobile Consumer Profile: Just Basics
Only interested in basic tools and convenience
44
Mobile Strategies (6)
- Advertising - Mobile Coupon Targeting - Mobile Coupon Delivery - Location-Based - Mobile Websites - Mobile Applications
45
Mobile Strategy: Advertising (5)
- Mobile banners & displays - Mobile pay-per-click - Contextual ads - Idle screen - On-deck vs off-deck advertising
46
Mobile Strategy: Mobile Coupon Targeting (6)
- Text message opt-in - Invitation opt-in - Online opt-in - Point of sale opt-in - Email opt-in - Microblogging opt-in
47
Mobile Strategy: Mobile Coupon Delivery (3)
- SMS delivery - MMS (picture) delivery - Location-based
48
Mobile Strategy: Mobile Websites (4)
- Micro-sites using .mobi domains tailored to promotions - Optimized for mobile browsers - Mobile portal and directory sites - Affiliate program
49
Mobile Strategy: Mobile Applications (4)
- Game apps - Product placement - Utility apps - Distribute direct & through carriers
50
US Smartphone penetration
In February 2012, 50% of US mobile subscribers owned a smartphone
51
5 Steps of a Mobile Marketing Campaign
1. Identify the benefits to your target market wants 2. Alight target market benefits with your marketing goals 3. Choose your mobile marketing tools 4. Launch your campaign and promote it 5. Track results and make adjustments
52
Proximity Marketing (4)
- Bluetooth zones - Interactive signage - 2D barcodes: QR codes - Image recognition
53
Purposes of database marketing (3)
- Enhance customer loyalty - Identify the most profitable customers - Maximize promotional efforts
54
Operational Database (4)
- Process transactions - Payments - Service - Delivery
55
Marketing Database (6)
- Transactions + more info - Includes external data cources - Profiles and preferences - Promotion history - Lifetime value - RFM analysis
56
Response list
Customers who have purchased, signed up, subscribe to e-mail list, etc
57
Compiled list
Databases of households including census, demographic, and lifestyle factors
58
Customer Lifetime Value
The net present value of the profit generated by the average customer over a defined period, usually 3 years
59
RFM
Recency, Frequency, Monetary
60
How RFM Works (3)
- Assign a recency score 1-5 for each category - Assign frequency score 1-5 for each category - Assign monetary score 1-5 for total $ amount purchased during period
61
Learning Segmentation
Divide customers into segments and send everyone the same promotion; learn from experience
62
Dynamic segmentation
Divide customers into segments and create different promotional messages and strategies for each group
63
Email Is:
The killer application of the internet
64
E-mail marketing advantages (6)
- Wide reach - Low cost - Highly personalized - Interactive - Fast response - Measurable results
65
CAN-SPAM Act
- Effective 2004, preempts all state laws - Unsubscribe compliance - Content compliance - Sending compliance
66
Unsubscribe compliance
Consumers can opt-out
67
Content Compliance
Relevant subject lines, legitimate address of publisher, label for adult content
68
Sending compliance
Cannot be sent to harvested e-mail address
69
Types of Permission (4)
- No permission - Implied permission - Explicit permission - Confirmed permission
70
No permission
Violation of law, spam complaints
71
Implied permission
Relationship exists, recipient knows you
72
Explicit permission
Recipient signs up to receive e-mail communications
73
Conformed permission
Recipient completes additional confirmation
74
Acquisition cost per customer =
total cost / conversions
75
Cost Per Conversion = | adwords
(CPC x Clickthrough) / Conversions
76
Conversion Rate Purpose (adwords)
How productive a word is in generating traffic that is then converted into orders
77
Level of audience engagement =
Total Engagements / Siteviews

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