ecommerce Flashcards by Suñas, Angelica Mae

TRANSACTIONAL FUNNEL

A - awareness
I - interest
D - desire
A - action

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order now, enjoy this,
place order

Call to action (CTA)

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THE SHOPPER’S JOURNEY IN THE AGE OF DIGITAL

 Tv
 Friends and family
 Online
 Print media
 Brick and mortar stores (physical store)

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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

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HOW WE RECEIVE INFO FROM THE PAST

 TV
 Print
 Radio
 Billboards
 Word of mouth
 Snail mail

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is not just a receiver of information, but has also become a content creator

hyper connected consumer

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The Hyper-connected consumer:
 Has access to more
information
 Has a voice
 Is also a content creator

DIGITAL HAS EMPOWERED CONSUMERS

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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

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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

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 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

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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

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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

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The number of unique people who saw a particular ad or content

Reach

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 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

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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

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Raise money digitally for investment or
non for profit endeavors
 Greenpeace.org
 Kidstarter
 GoFundMe

FUNDRAISING

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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

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companies to sell the data they are able
to collect
 Alexa.com
 Social listening tools such as social
studio
 Publishers

GATHER AND RESELL DATA

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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

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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

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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

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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

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Digital properties whose purpose is to
simply promote something else, often
another channel
 Company websites fall under this
category

MARKETING

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Digital ads
Search Engine Optimization
(SEO)

Considerations

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 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

FACEBOOK

 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

TWITTER

 Communicating brand image particularly through lifestyle photos or videos  Discovery and inspiration: Instagrammers love beautiful images. It doesn’t matter who is posting it.

INSTAGRAM

 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.

 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