Final Flashcards
Cost-per-action
Number of visits that end in a particular action / cost of the campaign
Purpose of click-through Rates
To measure the effectiveness of online advertising
Click-through Rate % =
Click-throughs / Pageviews( or impressions)
Expressed in %
Cost per click purpose
To assess the effectiveness of Internet marketing
Cost per click =
Total Cost / Clickthroughs
Conversion Rate =
Conversions / Click-throughs
Should be a percentage
Evaluating keyword portfolios (2)
- Identify a site’s most relevant keywords
- Test and expand list, based on conversion and click-through rates
Bidding and tracking keywords
- Higher bids increase chance at higher keyword position
- Price charged depends on intensity of competition
Worst Performing IMC Tactics (5)
- E-mail (rented list)
- Banner ads
- Ads in e-mail newsletters
- Pop-ups/unders
- Affiliate marketing
Best Performing IMC Tactics (6)
- Paid Search Ads
- E-mail (house list)
- Search engine optimization
- Behavioral Targeting
- Contextual targeting
- Rich media ads
What is Social Media? (2)
- Social interaction facilitated by Web 2.0 technology
- Internet media tools that enable community building and sharing of user-generated content
Key benefits of social media (6)
- Traffic
- Impressions
- Engagement
- Community
- Metrics
- ROI
Social Media Models (5)
- Branding
- eCommerce
- Research
- Customer retention
- Lead generation
Social media model: Branding
Awareness, image
Social media model: eCommerce
drive consumers to website
Social media model: Research
customer feedback, preferences
Social media model: Customer retention
Engagement customer service
Social media model: Lead generation
Generate B2B leads for follow up
Ethical Issues in Social Media (8)
- Astroturfing
- Blogola
- Pay per post
- Flog
- Brandjacking
- Comment spam
- Link baiting
- Screen scraping
Social Media Rules (5)
- Have a clear purpose
- Engage people
- Allow users to generate content
- Build communities through interaction
- Integrate media, messages, and strategies
Social Feedback Cycle
- Awareness
- Consideration
- Purchase
- Use
- Form Opinion
- Talk (filters back to consideration)
Steps in the engagement process, from low engagement to high engagement
- Consumption
- Curation
- Creation
- Collaboration
Definition of Social CRM (2)
- “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
Social Media Goals (6)
- Build brand awareness
- Generate leads
- Deliver promotions
- Convert prospects to customers
- Retain customers
- Build brand communities
6 Steps of a Social Media Campaign
- Define goals
- Select social media tools
- Set up company account
- Populate with content
- Modify and update content
- Monitor and manage campaign
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
Key Performance Indicators (KPIs) (3)
- Quantitative and qualitative metrics
- Quantitative - measure ROI on programs
- Qualitative - measure brand image, awareness, engagement
The KPI Process (4)
- Define quantitative and qualitative goals
- Choose mix of KPIs to measure progress
- Set baseline or benchmark
- Track & measure KPIs to baseline
Share of voice
How your brand mentions compare to competitors
Share of Voice Formula
Brand Mentions / Total mentions (all brands)
Audience engagement
Shows level of engagement compared to total viewership
Audience engagement formula
(Comments + Shares + Trackbacks) / Total Views
Net Promoter Score
- Customers asked one question using a rating scale of 1-10
- “How likely are you to recommend to a friend?
Net Promoter Score Categories
- Promoters: 9-10
- Passives: 7-8
- Detractors: 0-6
Net Promoter Score =
Percentage of Promoters - Percentage of Detractors
Expressed as +/-
Score of +50 considered excellent
Mobile Marketing Categories (5)
- SMS (text only, 160 characters max)
- MMS (multimedia content)
- Mobile web
- Applications
- Mobile advertising
3 things mobile marketing is
- Personal
- Targeted
- Immediate
5 Mobile Consumer Profiles
- Up-to-date
- Social & curious
- Busy & productive
- Latest & greatest
- Just basics
Mobile Consumer Profile: Up-to-date
Use mobile device to stay connected with news, weather, events
Mobile Consumer Profile: Social & curious
Connectors, network with friends, plan events
Mobile Consumer Profile: Busy & Productive
Manage multiple priorities and be productive
Mobile Consumer Profile: Latest & Greatest
Early adopters of news technologies
Mobile Consumer Profile: Just Basics
Only interested in basic tools and convenience
Mobile Strategies (6)
- Advertising
- Mobile Coupon Targeting
- Mobile Coupon Delivery
- Location-Based
- Mobile Websites
- Mobile Applications
Mobile Strategy: Advertising (5)
- Mobile banners & displays
- Mobile pay-per-click
- Contextual ads
- Idle screen
- On-deck vs off-deck advertising
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
Mobile Strategy: Mobile Coupon Delivery (3)
- SMS delivery
- MMS (picture) delivery
- Location-based
Mobile Strategy: Mobile Websites (4)
- Micro-sites using .mobi domains tailored to promotions
- Optimized for mobile browsers
- Mobile portal and directory sites
- Affiliate program
Mobile Strategy: Mobile Applications (4)
- Game apps
- Product placement
- Utility apps
- Distribute direct & through carriers
US Smartphone penetration
In February 2012, 50% of US mobile subscribers owned a smartphone
5 Steps of a Mobile Marketing Campaign
- Identify the benefits to your target market wants
- Alight target market benefits with your marketing goals
- Choose your mobile marketing tools
- Launch your campaign and promote it
- Track results and make adjustments
Proximity Marketing (4)
- Bluetooth zones
- Interactive signage
- 2D barcodes: QR codes
- Image recognition
Purposes of database marketing (3)
- Enhance customer loyalty
- Identify the most profitable customers
- Maximize promotional efforts
Operational Database (4)
- Process transactions
- Payments
- Service
- Delivery
Marketing Database (6)
- Transactions + more info
- Includes external data cources
- Profiles and preferences
- Promotion history
- Lifetime value
- RFM analysis
Response list
Customers who have purchased, signed up, subscribe to e-mail list, etc
Compiled list
Databases of households including census, demographic, and lifestyle factors
Customer Lifetime Value
The net present value of the profit generated by the average customer over a defined period, usually 3 years
RFM
Recency, Frequency, Monetary
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
Learning Segmentation
Divide customers into segments and send everyone the same promotion; learn from experience
Dynamic segmentation
Divide customers into segments and create different promotional messages and strategies for each group
Email Is:
The killer application of the internet
E-mail marketing advantages (6)
- Wide reach
- Low cost
- Highly personalized
- Interactive
- Fast response
- Measurable results
CAN-SPAM Act
- Effective 2004, preempts all state laws
- Unsubscribe compliance
- Content compliance
- Sending compliance
Unsubscribe compliance
Consumers can opt-out
Content Compliance
Relevant subject lines, legitimate address of publisher, label for adult content
Sending compliance
Cannot be sent to harvested e-mail address
Types of Permission (4)
- No permission
- Implied permission
- Explicit permission
- Confirmed permission
No permission
Violation of law, spam complaints
Implied permission
Relationship exists, recipient knows you
Explicit permission
Recipient signs up to receive e-mail communications
Conformed permission
Recipient completes additional confirmation
Acquisition cost per customer =
total cost / conversions
Cost Per Conversion =
adwords
(CPC x Clickthrough) / Conversions
Conversion Rate Purpose (adwords)
How productive a word is in generating traffic that is then converted into orders
Level of audience engagement =
Total Engagements / Siteviews
