ecommerce Flashcards
TRANSACTIONAL FUNNEL
A - awareness
I - interest
D - desire
A - action
order now, enjoy this,
place order
Call to action (CTA)
THE SHOPPER’S JOURNEY IN THE AGE OF DIGITAL
Tv
Friends and family
Online
Print media
Brick and mortar stores (physical store)
EVOLUTION OF MASS MEDIA
Print from 1400s
Recordings from 1890s
Cinema from 1900s
Radio from 1920s
TV from 1940
Internet from 1992
Mobile from 1998
HOW WE RECEIVE INFO FROM THE PAST
TV
Print
Radio
Billboards
Word of mouth
Snail mail
is not just a receiver of information, but has also become a content creator
hyper connected consumer
The Hyper-connected consumer:
Has access to more
information
Has a voice
Is also a content creator
DIGITAL HAS EMPOWERED CONSUMERS
Mobility – viewing takes place in alternate
locations using mobile devices
Alternate Content Providers – wide array
of programming available without tv or
cable
Multi-tasking – viewers are more likely to
be engaged in another activity while
watching tv
Scheduling – ability to watch when you
want to watch it is driving consumer
choices
User-Generated Content – time spent
creating your own content or watching
other people’s content takes time from
traditional tv.
DIGITAL HAS CHANGED TV VIEWING HABITS
Digital has disrupted the consumer’s path to purchase. Now, consumers use social
media and price comparison websites to help make purchasing decisions.
DIGITAL HAS CHANGED SHOPPING BEHAVIOR
Ordinary people who are known to be experts in a particular topic have a
following online
The collective power of ordinary people can shape and influence conversations
online.
DIGITAL HAS MADE INFLUENCERS OUT OF ORDINARY PEOPLE
The digital audience is not afraid to express opinions, good or bad. They also have access to the most powerful distribution channel ever made so far.
THE DIGITAL AUDIENCE DEMANDS AUTHENTICITY
Digital evens out the playing field between big and small players. For a fraction of the cost, brands or companies
with limited budgets can reach their desired market with creative and targeted
campaigns.
DIGITAL EVENS OUT THE PLAYING FIELD
The number of unique people who saw a particular ad or content
Reach
Fullfillment can be physical or digital
Within this model are various set-ups
Drop-shipping: a store
doesn’t keep stock of the
products it sells.
Affiliate Marketing: a 3rd party
products is listed on a site ,
every time that products is
purchased from that site, a
commission is paid to the site
owner.
The product can be something digital
such as video-on-demand purchased
and streamed from i-tunes
Ex: Walmart, Amazon that sells goods
and digital products (kindle books)
SELL A PRODUCT
Fulfillment can be physical or digital
It can be a service sold online, but the
fulfillment is offline.
Ex. Dealgrocer
Sewrvice sold online and fulfillment is
also online
Ex. Online tutorials, online therapy
SELL A SERVICE
Raise money digitally for investment or
non for profit endeavors
Greenpeace.org
Kidstarter
GoFundMe
FUNDRAISING
Products ,services or other types of
access, privileges or discounts can be
sold via subscription
Fulfillment can be physical, digital, or
mixed
Subscription categories:
Entertainment: Netflix, Hulu,
Spotify
Business Media Access:
Hootsuite, Harvard Business
Review
Discounts/Loyalty: Amazon
Prime
Product Fulfilment: Birchbox
Software as a service:
Microsoft 365, Evernote
SELL A SUBSCRIPTION
companies to sell the data they are able
to collect
Alexa.com
Social listening tools such as social
studio
Publishers
GATHER AND RESELL DATA
Hottest growing business in the digital
world
Brokers bring together the buyer and the
seller
They list a product or a service that
another company offers, collect the
payment, and let the other company fulfill
the promise of the offer.
Airbnb, Uber, Grab
BROKER TRANSACTIONS
Digital properties which sell leads are
similar to the brokering transactions
category in that they connect buyers and
sellers
They get paid for sending a customer and
their details to a potential seller.
Ecomparemo.com, Moneymax.ph
SELL LEADS OR REFERRALS
Digital advertising has the ability to target
ads based on a user’s profile or current
needs
This is why over 70% of all internet
advertising is on Google or Facebook:
both of these sites offer advertising
platforms that are highly targeted as well
as of massive scale.
Sponsorship: when a brand takes over a
section of a site
ADVERTISING OR SPONSORSHIP
The internet’s biggest success story is a
directory – google, where sites pay to be
listed more prominently than they
otherwise might be.
Zomato, yelp and TripAdvisor are also
part of this model with have advanced
revenue models in which sites may
charge a variety of fees in the form of
listing fee to be in a directory, or to have
an “enhanced” listing, or may even use
the affiliate/referral mode
DIRECTORY
Digital properties whose purpose is to
simply promote something else, often
another channel
Company websites fall under this
category
MARKETING
Digital ads
Search Engine Optimization
(SEO)
Considerations
Information
gathering, shopping
Blogs
Influencers
Groups/Communities
Social Media
Website
Active Evaluation
Ongoing exposure
Online word of mouth usually
via Social Media
Post Purchase Experience
Online word of mouth usually
via Social Media
Apps
Community
Online Promos
Loyalty Loop
Helps the brand manager formalize
his/her plans for a campaign and specify
the ways how they can be achieved
To put everyone involved in a campaign
on the same page to avoid
inconsistencies
A document that generally contains the
following information:
Campaign background/
context
Objectives of a digital
campaign
Target audience
Current offline strategy
Campaign period
Budget
PURPOSE OF DIGITAL CAMPAIGN
is a
comprehensive document that details a
brand’s digital strategy and initiatives for
a given period
It contains specific digital activities that
will be done in order to achieve the
brand’s marketing objectives.
Digital Marketing Plan
What do you want to achieve with this
digital campaign?
Is it to create awareness for a new
product or variant?
OBJECTIVES
What are the top 3 competitors doing
online?
What are your competitors’ digital
assets?
Do your competitors have a strong online
presence?
What are they doing right/wrong?
Example:
Objectives
To increase Jack n’ Jill Calbee’s product
awareness mainly coming from digital
Utilize Jack n’ Jill Calbee’s existing digital
properties as the primary communication
tool
Amplify online engagement of Jack n’ Jill
Calbee’s overarching campaign and subcampaigns thru content and ads
Induce product trial thru digital and below
DIGITAL AUDIT/COMPETITIVES
Define your primary and secondary
target market. Keep in mind that your
offline market may not be the same as
your online market.
What is the psychographics of your target
audience? Are they millenials?
Are they office workers? Students?
TARGET AUDIENCE
Based on the brand’s personality ,
values, and objectives, how will you get
the message across online that will catch
the attention of your target audience?
THE BIG IDEA
A summary of the brand’s various digital
activities and how they will complement
each other to achieve objectives
DIGITAL ECOSYSTEM
What combination of platforms and
channels will be used?
What role do each play in the campaign?
PLATFORMS AND CHANNELS
What content will be used for each of the
platforms or channels to be utilized?
What are the content categories?
Content plan and calendar
CONTENT
How will the campaign reach its target
audience?
What are the promotional plans to be
used? Purely social?
What are the timing of the promotional
activities?
DISCOVERABILITY
How is the campaign going to be
measured?
Awareness: Reach, Frequency,
Impressions, Video Views, Shares, Likes
Conversion: No. of clicks, No. of
Purchases.
KPIS
What keywords will you use to monitor
your brand online?
The brand name, your competitors, other
related keywords such as the category
SOCIAL LISTENING
Preparing for the worst. What would be
the nature of the problems that may
arise?
What is the escalation procedure in case
a problem online arises?
What are the turn around times for
responding to different types of
problems?
CRISIS MANAGEMENT
Prepare a SWOT Analysis of the
BRAND/COMPANY’S current reputation
Based on the results of your SWOT
Analysis, recommend a Reputation
Management Strategy for the company
or brand.
REPUTATION MANAGEMENT
The number of times an ad or content was seen or served
Impressions
Can analyze consumer behavior and
search patterns, utilizing data from social
media platforms and blog posts to help
businesses understand how users and
customers find their products and
services
Artificial intelligence also offers
information and tips to used by getting
into conversations.
ARTIFICIAL INTELLIGENCE
Uses using AI to automate the buying of
ads and being able to target audiences
more specifically, which increases the
chances of success of the marketing
campaign and reduces the customer
acquisition costs.
PROGRAMMATIC ADVERTISING
AI-based technology uses an instant
messaging format to chat in real-time,
day or night, with your customers or site
visitors.
Chatbots can answer questions, provide
complete information about your
products and services, and ask for an
email address to send details without any
human involvement.
They can also retain information so that
a customer doesn’t have to start over
with every new interaction.
CHATBOTS
Delivers a unique experience to
customer absed on their choices and
preferences and is considered a better
option than “one-size-fits-all” marketing.
Open rates for personalized emails is
18.8% vs 13.1% without personalization
PERSONALIZATION
According to youtube, mobile video
consumption grows by 100% every year.
Adding a video to marketing emails can
boost click-through rates by 200-300%
90% of customers report that product
videos help them make purchasing
decisions.
64% of customers are more likely to buy
a product online after watching a video
about it.
Live video used for interviews, product
demos and “behind the scenes” glimpses
of events, life in the office, how products
are made, etc.
Live videos are a great way for
companies to unveil the faces behind
their brand, which viewers embrace and
love to see, as those instills trust in your
audience and humanizes your brand.
VIDEO
Influencers interact and engage with their
large network of followers and
consumers on social media, talking about
a particular brand that they love and use
to an audience with whom trust has
already been established.
Because this is not an ad or coming from
the company, influencers are able to
build up a brand’s positive image in the
Jodi Garcia |
minds of people, thereby helping attract
more customers.
INFLUENCER MARKETING
Hyper-connection with customers
Used for e-commerce
MESSAGING APPS
Users can upload an image to conduct a
search and get more specific results.
Pinterest Lens: a new visual search tool
that allows users to snap a photo of an
item to find out where to buy it online,
search for similar products, or view
pinboards of related items.
Google Lens: a visual search engine by
Google, which recognizes objects,
landmarks, and other things visually
through a camera app (currently only
available on Pixel phones)
CamFind is a visual search mobile app,
which enables users to search for
anything from their mobile phones simply
by snapping a picture and this app will tell
you what it is.
VISUAL SEARCH
Micro-moments is a “new consumer
behavior”, as termed by google, that
delivers your marketin message clearly
and concisely in a way that is of interest
to the consumers – all within a span of a
seconds
New moments that every marketer
should know about are:
It will be vital for business to anticipate
and address micro-moments in offer
targeted advertising to the buyers based
on user-generated activities.
Micro-moments also provides the right
information to the customers when they
need it. People generally make instant
decisions on what to eat, which
restaurant to choose, what to purchase,
or where to go.
MICRO-MOMENTS
Voice search plays an important role in
providing all the relevant information
through audio content
Artificial Intelligence is getting smarter
and the number of errors made by voice
assistant like Alexa, Siri, and Google has
reduced, too.
VOICE SEARCH
Make use of live video, one of the mos
profitable social roll-outs to date, to
promote engagement and brand
awareness
First snapchat came out with the concept
of “My story,” then Instagram and
Facebook stories were introduced, and
now Youtube has unveiled their own
story format, “reels”
A great oppotunityfor marketers to make
good use of FOMO (fear of missing out)
SOCIAL MEDIA STORIES
Top section of the website
Contains logo (almost always used as a
link to get back to the home page), a
search box, and perhaps other elements such as contact informations, and social
media links.
Appears on every page of the website.
HEADER
Any websites aims for its readers to take
some action – whether to read content or
to sample a product
A clear call-to-action makes it easy for
the reader to do what you intend for him
to do.
CALL-TO-ACTION
Contains links to the site’s current
content
Links are in the form of an image and a
blurb
May also contain links to videos that the
brand or business wants to highlight
MAIN CONTENT
At the bottom of a website
Contains links to prominent sections of
the website
Links from nav bar
Links to useful sections such
as FAQ, download section,
map, etc.
May also contain information such as
your contact information such as your
contact information, important dates of
events, and so on.
The footer should be in every page of the
website.
FOOTER
Creating awareness because of its reach
Sustaining campaigns because of the
tools
Engaging with your fans – 76% of
consumers prefer to connect with brands
on Facebook
Communicating your brand or product’s
personality and values to your audience
Getting installs for apps
Raise attendance at an event
Get video views
Collect leads for a business
A website is the main hub of a brad online
Allows the brand or product to post more
descriptive and detailed content
More control vs a facebook page
Easily indexed by search engines which
allows for the discoverability of the brand
online.
WEBSITE
Conversations
Live event coverages
Public announcements
Moment marketing
Social contact marketing
Discovery from hashtags and trends
Getting the pulse of the digital worlds
Communicating brand image particularly
through lifestyle photos or videos
Discovery and inspiration:
Instagrammers love beautiful images. It
doesn’t matter who is posting it.
Storytelling – videos offer a unique
opportunity to sell a brand’s story
indirectly.
Crating an emotional investment in a
brand
Showing and advertising video content
Beauty-related businesses – the younger
audience are eager to watch beauty,
make-up, and grooming videos.
Tutorials and DIY videos
Testimonials
Interviews
Humor (great for getting shares)
Product demos
Ranking high in search
Convincing users to make a purchase –
video watchers are 1.6x more likely tp
make a purchase than non-video
watchers.
YOUTUBE
Campaigns that want to reach people of
a certain income class
Engaging with professionals
Companies that want to establish a
professional presence online
Hiring
Campaigns targeted to millenials
Brands that want to build affinity to music
listening
SPOTIFY
Brands with a physical location
WAZE
Installed 113 times globally in February
2020, showing a 96% year on year
increase and marking a monthly
download record
18.4M users in PH
TIKTOK
A size and format specification for an ad
Ad Unit
How expensive is your product or
service? Do your customers need to fall
into a certain income class to afford you?
Is your product specifically for men or
women? If either, think about your typical
customer. What is their typical age? Are
they married? Do they have family? Who
makes the purchasing decisions?
Where is your target customer physically
located? Are they localto you? In the
neighborhood or neighboring town? Do
you have an online store and want to
appeal to customers across the country?
Do you have a storefront or do you travel
to your customers to provide service?
Age
Gender
Location
Income level
Occupation
Marital/family status
Education level
DEMOGRPAHICS
and values
Questions to ask:
What are your customers’ likes and
dislikes and what does that tell you about
them?
What types of television shows do they
watch? What magazines or website
might they read?
What are their values?
What kind of lifestyle do they lead? How
does your product or service fit into their
lifestyle?
What features appeal to your current
customers the most?
When do they use the product (or hire
you for the service)?
Do they use it in a certain way?
PSYCHOGRAPHICS
In marketing and advertising - a term
used to symbolize the foundation for a
major undertaking in these areas - an
attempt to communicate a brand,
product, or concept to the general public,
by creating a strong message that
pushes brand boundaries and resonates
with the consumers
A big idea is the driving, unifying force
behind a brand’s marketing efforts
BIG IDEA
CHARACTERISTICS OF A BIG IDEA
Big ideas resonate with consumers.
Big ideas are disruptive.
Big ideas have talk value.
Big ideas stretch brands.
Big ideas transcend cultural and
geographic boundaries.
Big Idea must have a
connection with the brand.
WHAT USUALLY WORKS WITH PINOYS?
- Social Currency
- Trigger
- Emotion
- Public
- Practical Value
- Stories
target your audiences through multiple
devices
Cross device targeting
Is a strategic
marketing approach focused on creating
and distributing valuable, relevant, and
consistent content to attract and retain a
clearly-defined audience — and,
ultimately, to drive profitable customer
action
Content marketing
Based on the Objectives set, identify the
goals that you want the content to
achieve:
Educate consumers about the
product or brand
Gain new consumers
Engage existing followers
Identify the brand with a
particular campaign: ex.
Create brand association with
the FIRSTS in people’s lives
Gain new followers who have
the same affinity as your
existing fans
GOALS
Demographics:
Age
Gender
Location
ncome level
Occupation
Marital/family status
Education level
Psychographics
Habits
Spending habits
Hobbies
Values
Lifestyle
Behavior online
Affinities
WHO IS YOUR TARGET AUDIENCE
A persona is a fictional character that has
been developed to characterize the key
traits of a particular group of your target
audience. This will include things like
their motivations, needs, technical skills
and other factors that will impact how
they may interact with any of you digital
marketing.
Guide you in creating content
PERSONA
a visual representation of your content
assets as they relate to your buyer
personas and stages in the buyer’s
journey
It contains all possible content ideas that
you can talk about in relation to a brand
and its competitors
Allows you to see where there are gaps
that the brand can address
CONTENT MAP
Identify how you will distribute your
content and what platforms you will utilize
and specify the roles each one will play
PLATFORMS AND CHANNELS
A schedule of content that will be
published on specific days
It should include all the topics and
information that the brand wants to
communicate to its consumers
Ideally for YouTube, there should be a
70/20/10 split in content:
70% Hygiene
20% Hub
10% Hero
For other social media platforms, it can
be 50/40/10 split depending on the brand
and industry
Schedule content based on your content
mix:
60% Hygiene: 4x per week
30% Hub: 2x per week
1x reserved for Moment Marketing
SET AN EDITORIAL CALENDAR
Branded photos
Listicles
Infographic
A visual or an image used to
represent information or data
Simplifies a complicated
subject to a visually
understandable image
GIF
A lossless format for image
files that supports both
animated and static images
Instructional Videos
Memes
a humorous image, video,
piece of text, etc. that is
copied (often with slight
variations) and spread rapidly
by internet users
Cinematic
CONTENT FORMAT
Perform an audit of your content to find
out what works and what doesn’t
Engagement
Check organic performance
Purchase funnel (if
applicable)
Unique views
Page views
Bounce rate
MEASURE
Revise your strategy based on analytics
ADJUST
a small piece of data sent from a
website and stored in the user’s web
browser while the user is browsing.
COOKIES
Use of one or more forms of electronic
media to market or advertise a product
or brand.
Marketing or advertising platforms that
may be used can include social media,
electronic billboards, mobile phones
and tablets
DIGITAL PROMOTIONS
Ability of
something, especially a piece of
content or information, to be found.
DISCOVERABILITY
Paid media where the ad experience
follows the natural form and function of
the user experienced in which it is
placed
Viewed as editorial- Consumers looked
at native ads 2% more than editorial
content and spent the same number of
seconds viewing.
NATIVE ADVERTISING
online advertising that comes in several
forms, including banner ads, rich media
and more.
relies on elements such as images,
audio and video to communicate an
advertising message.
Most common and the biggest form of
digital advertising.
DISPLAY ADVERTISING
form of advertising on the World
Wide Web delivered by an ad
server.
advertising entails embedding an
advertisement into a web page.
It is intended to attract traffic to a
website by linking to the website of
the advertiser.
Cost is usually computed on a
CPM (Cost per Thousand) basis
measured by CTR (Click-ThroughRate) is .1%
BANNER ADS
No. of Clicks / No. of Views
bought directly from a publisher or
through a network, such as the
Google Display Network
CTR
ROAS
- Return on ads spend
rich media Web advertisement that
appears uninitiated, superimposed
over a user-requested page, and
disappears or becomes
unobtrusive after a specific time
period (typically 5-30 seconds)
It has to have a close button
Floating Ad
Rich media ads that can expand
beyond the original size of the ad
unit, following a user-initiated
EXPANDING AD
full-screen ads that cover the
interface of their host app.
displayed at natural transition
points in the flow of an app, such as
between activities or during the
pause between levels in a game.
INTERSTITIAL AD
mobile friendly and more
entertaining
GIF ADS
contextual advertising where Web
site owners pay an advertising fee,
usually based on click-throughs or
ad views to have their Web site
search results shown in top
placement on search engine result
pages.
Most popular
SEARCH AD
use of email to deliver advertising
messages
Some ads are only text while others
include images, video, and long lists
of links
Making a comeback
EMAIL MARKETING
Automates the decision-making
process of media buying by
targeting specific audiences and
demographics
Uses real time first and third party
data to identify the best online
audience for your campaign
more efficient than traditional digital
banner advertising.
saves money and drives growth for
any marketer or audience
Interest Based and Allows
Retargeting
PROGRAMMATIC ADVERTISING
focuses on using key leaders to
drive your brand’s message to the
larger market.
Rather than marketing directly to a
large group of consumers, you
instead inspire / hire / pay
influencers to get out the word for
you.
INFLUENCER MARKETING
KOL
Key Opinion Leader
Different Landing Pages
Different Formats
Up to 10 cards
CAROUSEL ADS
3-7 photos or a video
Video without prod costs
Like an animated PPT
Good for slow connection
SLIDESHOW ADS
Browse multiple products
Or showcases features of one
product
Usually partnered with a
Canvas Ad
COLLECTION ADS
Like a microsite within
Facebook
May contain videos and
photos,
Users can swipe through
carousels, tilt to pan, and
explore lifestyle images with
tagged products
CANVAS AD
quote or demo requests,
newsletter subscriptions,
event registration, test drives,
and more
Customizable
Pre-populated info
Can be integrated with CRM
system
Image, video, or carouse
LEAD GENERATION ADS
Users receive a
barcode or QR code that can be
pulled up on their mobile phone at
the till.
USE IN-STORE
Users receive a
discount code and are sent to your
website to shop. They can use the
offer code when checking out to
redeem the value
ONLINE OFFER
In-Stream, In-Search, and InDisplay ads on
Can run on minimum ad budget
and may vary monthly depending
on campaign
Can target specific time, age, and
interest
Can pay only for videos viewed
YOUTUBE
Video ad appears before,
during, or after other YouTube
videos.
Ads are skippable
Advertiser will only be charged
if users choose to watch 30
seconds of the ad, or the whole ad if it’s less than 30 seconds
long.
TrueView Skippable In-stream Ads
Video ad shows up on
YouTube’s search results
page when users search for
related topics.
Advertiser will only be charged
when someone clicks the ad to
watch the video.
TrueView discovery ads on
YouTube search results
Video ad is displayed as a
overlay ads that appear on the
lower portion of another
YouTube video.
Advertiser will only be charged
when someone clicks the ad to
watch the video
TrueView discovery ads as a
YouTube overlay
Video ad is displayed next to
another YouTube video on the
YouTube watch page or on the
Google Display Network.
Advertiser will only be charged
when a user chooses to watch
the ad.
TrueView discovery ads on
YouTube related videos
A bumper ad is a short video ad
that plays before, during, or after
another video on YouTube or
the Display Network.
6 seconds or less and viewers
don’t have the option to skip
your ad.
You pay based on impressions,
which is the number of times
your ad is shown.
Non skippable Bumper ads
Reaches over 90% of global
internet users expanding across
2 million sites
Average .31% click-through rate
Can target based on audience
or keywords
DISPLAY NETWORK
Auction based on keywords
Appear above and below
organic search results
Based on Quality Score and Bid
Amount
The relevance of your
Google ad to the search
query
The relevance of the Google
keyword to your ad group
The relevance of your ad to
its landing page
The historical click-through
rate (CTR) of the ad and its
ad group
Overall historical account
performance
SEARCH ADS
Display Advertising
Easy to place, Hard to miss
Content Ads
Distribute your content directly
to LinkedIn members
Text Link
Sponsored Inmails
Branded Pin – General Information
Pin Takeover – Promotions
Rich Pin Takeover – Promotions
No Pin Takeover – Promotions
Rich No Pin Takeover –
Promotions
WAZE
Standard Hashtag Challenge
Hashtag Challenge (HTC)
capitalizes on our audience’s
natural tendency to create and
share content.
creates virality not only on
TikTok, but also creates active
sharing to other platforms.
TIKTOK
first to be seen upon opening
the app. It comes in short
formats: 3s-5s image, gif or
video.
Supports external and internal
landing page conversion.
BRAND TAKEOVER
engaging and highly- visible
video that helps a brand
dominate the top of the timeline
as soon as users open the app.
Video assets of up to 60s can be
applied to vividly convey your
brand’s message and improve
recall. As this transitions into an
in-feed ad after 3 seconds,
audience interaction (like,
comment, share) is also
enabled.
TOPVIEW
blend smoothly amongst videos
of the For You feed.
each ad is a 15-60second long,
full- screen, auto-play, audio-on
video and offers a full suite of
user engagement options
(including a profile picture, user
name and all functions that
organic content has, such as
likes, shares and comments).
Our users are more inclined to
view and consume this native
storytelling.
IN-FEED ADS
Short-form mobile video
500 million active users
worldwide
Targeted to Teens
TIKTOK
