Exam Flashcards
Moments of truth (journey analysis)
Points in the journey that are so important for the rest of the experience as it might hinge on them
Low points (journey analysis)
Expectations are not met
High points (customer journey analysis)
Expectations are exceeded
Pinpoint high friction channel transitions (customer journey analysis)
Identify instances of high friction when users transition between different channels or devices within their journey
Time spent in major stages (customer journey analysis)
Evaluate how long users spend on the underlying substeps within each stage and determine if these durations are appropriate. Time spent often reflects the level of user effort required. Identify areas of the journey where time and effort are problematic and require attention.
Attribution problem - measure effectiveness of given touchpoint
- single touch = last interaction
- multi touch = linear/time decay
What are omnichannel shoppers
Customers that search in one channel and purchase in another
- focus on integrating activities across channels to correspond to how consumers shop
Why does omnichannel shopping happen
- customer needs and characteristics of the channels
- easy for consumers to switch between channels from one journey stage to next
Multichannel strategy
- focus on managing and optimising the performance of each channel
- use multiple communication channels to reach out to customers and prospects.
- choice of channel depends on customer preference
Omnichannel strategy - omnichannel retailer
- omnichannel retailer caters to consumer differences in preferences for whether the information and fulfilment functions should be carried out online, offline or in mixed online-offline configurations
Online distribution metrics: breadth
Performance metrics that assist analysis of the relationship between distributions and marketing objective of the brand
- how many different products a store is offering for sale. The more products are offered the broader is the product assortment of this business
Online distribution metrics: depth
- the ability of the market to sustain a substantially larger order without making an impact on the security’s market price.
- Product depth is how many different variations of each product the store is carrying. These variations can be different colors, sizes or any attribute related to the same product. The more variations the store is offering, the deeper is its product assortment.
Why are search results important
- 70% of B2C customers already use search engines both for discovery and consideration purposes
- 80% of B2B customers use search engines to support their businesses purchase
- consumers have different reasons for pre-purchase search vs post-purchase search
consumers have different reasons for pre-purchase search vs post-purchase search
- pre-purchase = gain information and knowledge
- post-purchase - look at instructions + reviews/feedback
Search visibility + ranking
- organic search results are important for website traffic
Search engine optimisation
- efforts to influence organic search results (search engine optimisation SEO)
- raise position of sires links in organic listing from search
- fine tune a website to reflect specific keywords and phrases relevant for business of site
- Process should be guided by marketing strategy and insights from consumer behaviour
Search ads/search engine advertising (SEA)
- improve visibility of website in search engine results through paid advertisements
Search visibility / ranking
Organic traffic can also vary die to oscillations in the number of searches
Key words
Keywords are words or phrases that are used to match the ads with the terms consumers are searching for
- generic key words (eg. Running shoes)
- branded key words (eg. Nike running shoes)
Sales/purchases/conversions – branded keywords – customer already knows what they want and the brand
Brands will be in organic search results too as they will be featured within
Effectiveness of paid search - direct vs indirect view
Search —> click (company pay for click)
- direct - sale
+ sale has occurred
+ revenue we can match with cost incurred
+ interested in response rates
- indirect - no sale
+ no sale occurred
+ no revenue but cost incurred
Direct profits
- profit = revenue generated by ads - cost of ads
Indirect effects
- clicks do not result in purchase but should not be categorised as losses
Display (banner) ads
General problems of display ads :consumer avoidance, low CTR
Behavioural targeting : marketing communication
based on a persons actual browsing behaviour
- identified users: customers registered/logged onto website
- unidentified users: tracking anonymous users online behaviour using cookies
Banner ads: retargeting
When evaluating the effectiveness of retargeting ads: beware of selection effects
- The consumers being targeted are already somewhat engaged or interested in the advertised product or service
- A/B testing: having a control condition and random assignment of consumers to the conditions are important for correct evaluation of ad
effectiveness
Banner ad effectiveness
Although personalisation can substantially enhance banner effectiveness, its impact hinges on its interplay with timing and placement factors
- degree of content personalisation (what)
- stage in customer journey (when)
- ad placement/context (where)
Personalisation increases CTR
Personalised banners are very effective when consumers have just left the online
store, but quickly lose effectiveness over time
Banner ad effectiveness (view-through, incongruent, congruent)
View-through: whether a consumer independently returns to the retailers online
store after viewing a banner but not clicking on it
• Incongruent – unrelated to the shopping experience
• Congruent – shopping related websites
Social media for marketing
- Progressively increasing as brands want to use it as this is where their customers
are
Marketing objectives of Spotify wrapped and dove rare beauty
Engagement – improve brand image and increase brand name and purchases
- Spotify make those who don’t share feel as though they should participate the trend to share their wrapped (fear of missing out)
- Dove -not so much about getting likes, but being seen, getting shared, people making their own and sharing to those around them – promoting a message – dove talk to individuals make surveys ask how people see the brand etc.