Chapter 2: Inbound Marketing, Objectives & KPI’s Flashcards
Inbound Marketing
An online marketing strategy focused on attracting the ideal customers through relevant and helpful content by addressing to their problems and needs and adding value at every stage in your customer’s buying journey
Advantages of Inbound Marketing
- Potential customers find you instead of the other way around: pull, not push
- You attract qualified prospects
- You build trust and credibility for your business
Thought Leadership
An inbound marketing technique in which you provide the best and deepest answers to your customers’ biggest questions in the formats your audience likes to consume
What type of Micromoment(s) do you use in the Awareness stage of the customer journey funnel?
“I-want-to-know” moments
3 ingredients for successful Inbound Marketing
- Content
- Context
- Multichannel
What type of Micromoment(s) do you use in the Consideration stage of the customer journey funnel?
- “I-want-to-know” moments
- “I-want-to-buy” moments
What type of Micromoment(s) do you use in the Conversion stage of the customer journey funnel?
“I-want-to-buy” moments
Remarketing / Retargeting
When you aim at people who:
- visited your website
- have looked at certain products in the shopping cart
- who have bought certain items before
First-party cookies
Cookies directly stored by the website (or domain) that you are visiting
Third-party cookies
Cookies created by domains that are not the website (or domain) that you are visiting
What are First-party cookies used for?
- Collect analytic data
- Remember settings/preferences
- Provide a personalised user experience
What are Third-party cookies used for?
- Online-advertising
Examples First-party data
- Website traffic data
- Customer purchase history
- Customer account information
- Customer service interactions
Solutions to a cookieless world
Contextual Advertising
Solutions to a cookieless world
Contextual Advertising
Contextual Advertising
Shows ads based on the content of the web page the user is viewing
Behavioural Advertising
Shows ads based on the web-browsing behaviour of users
Zero-party data
Data that a customer willingly shares with a business (NO COOKIES!)
Examples Zero-party data
- Customer demographics
- Preferences and interests
- Customer feedback
Advantages of Mobile Apps
- Push messages
- Loyalty programmes
- Online payment
- Route description (GPS)
- Reservations
- Personalised advertising in an interactive way
Disadvantages of Mobile Apps
- One major threshold: The consumer needs to be persuaded to download the app
- Apps need to be updated
- App fatigue (= want a limited amount of apps)
Referral Programs
‘Word-of-mouth’ system that uses referral rewards to encourage past customers to invite friends to purchase a product or service to others in their network
Key Performance Indicator (KPI)
A measurable value to demonstrate how effectively a company operates
Metrics
- Measurable value to see if you obtain your KPI’s metrics
- Quantitative measurements of your data
Categories of Metrics
- Reach
- Relevance / Return
- Impact
- Budget Performance
Types of Reach Metrics
- Ad impressions
- Unique Visitors
- Visits
- Page Impressions / Views
- Unique Viewers (Youtube)
- Views (Youtube)
Reach Metrics: Ad Impressions
The number of times the ad is shown online
Metrics: Reach
The size of the audience you’ve reached
Reach Metrics: Unique Visitors
Number of people who visit a website (repetitions not counted)
Reach Metrics: Visits
Number of people who visit a website (includes repetitions)
Reach Metrics: Page Impressions / Views
Number of pages viewed on a website (each page viewed, including repetition)
Reach Metrics: Unique Viewers (Youtube)
Number of unique viewers who came to watch your videos over a given time period
Reach Metrics: Views (Youtube)
Show you the number of times people watched or engaged with your video ad
Metrics: Relevance / Return
Refers to the demographics, interests, devices used, purchase behaviour, etc. Of your reach and how these align with your target audience
Metrics: Impact
The number of reactions to your content = proof of impact of your message
Types of Impact Metrics
- Clicks (Click-throughs)
- Click-through Rate
- Conversion Rate (Percentages)
- Conversion Rate Optimization
- Engagement Rate
- Total Engagement
- Total Followers
Metrics: Budget Performance
Metrics to analyse your budget performance
Types of Budget Performance Metrics
- CPC (Cost-per-click)
- CPM (Cost-per-mille)
- CPA (Cost-per-acquisition-action)
- CPD (Cost-per-day)
- CPL (Cost-per-lead)
Impact Metrics: Clicks (Click-throughs)
The process of clicking through an online advertisement to the advertiser’s destination
Impact Metrics: Click-through Rate
The average number of click-throughs per hundred ad impressions, expressed as a percentage
Impact Metrics: Conversion Rate (Percentages)
The number of conversions, dividing the number of total clicks / website visits that logged a conversion during any given time frame, multiplied by 100
Impact Metrics: Conversion Rate Optimisation
The process of increasing the % of conversion (= desired actions)
Impact Metrics: Engagement Rate
Total Engagement / Total Followers * 100
Impact Metrics: Total Engagement
Sum of all interactions
Impact Metrics: Total Followers
Number of people who follow your account
Budget Performance Metrics: CPC
Cost-per-click
Budget Performance Metrics: CPM
Cost-per-mille (cost per 1000 impressions)
Budget Performance Metrics: CPA
Cost-per-acquisition-action
Budget Performance Metrics: CPD
Cost-per-day
Budget Performance Metrics: CPL
Cost-per-lead