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Interactive and Digital Marketing > Module 7 Videos > Flashcards

Module 7 Videos Flashcards

1
Q

72% of US ad spend for

A

mobile

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2
Q

Mobile Ads must be

A

responsive, need leverage social

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3
Q

Trend for advertising platforms to

A

merge mobile vs desktop ads-focus on responsive design with mobile focus

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4
Q

Usually platforms such as FB, Google will give you options of

A

sizes/templates for mobile vs desktop

Don’t re-purpose desktop creative or run flat lifeless banners

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5
Q

Especially if a publisher-you should always monitor

A

which ads SE’s & industry suggest you NOT use

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6
Q

Types of Mobile Advertising

A 
SMS
WAP Display Ads
Search Ads
App Display Ads
Push notifications
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7
Q

QR codes are

A

2-D barcodes that can be scanned by a smart phone’s camera using an app customers must download (more are being activated by camera and built in)

Is it fading away?….Apple’s newest phones include QR detector in camera without the need to download a QR reader–if not have to download app., Snapchat own version….jury still out in the US

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8
Q

Static vs Dynamic codes

A

fill in later

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9
Q

QR Code Action

A

can take consumers to website but also dial up a number, see a video, game, contest, quote generator, buy something, bring up email or text message

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10
Q

Common applications of QR codes

A

Most popular results of scanning:
1. Coupon/offer
2. Sweepstakes
3. Product information 4. Purchase
• Product packaging: popular source of scanning
• Home: most popular location for scanning (57% of scanners)

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11
Q

Best Practices with QR codes

A
  • Include a text message call- to-action as well as a keyword to text (to a short code) in case the consumer does not have a smartphone
  • Consider custom QR codes – scanned 2X times more than regular black & white
  • Clearly state what the customer will get if they scan the code (e.g., a discount)
  • Assume this is the consumer’s first time scanning – include directions
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12
Q

SMS & Push considerations

A
  • Basic concepts from digital marketing apply such as contact strategy, segmenting, testing, types of offers, sending them to your website for conversions, etc.
  • Main difference with other mediums is the higher open rates—careful not to misuse and have higher opt out rate
  • Also text is very short from 34- 160 characters so need to have well-crafted calls to action, add call to action!
  • Always permission based and respecting privacy laws
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13
Q

SMS & Push Best Practices

A
  • Scheduled : same time or adjusted by user location time zone
  • 1:1 Optimal Time: use Machine learning to determine the individual’s app usage patterns, so as to automatically send messages at a time and/or day when that user is more likely to open.
  • Behavior-Based: Deliver messages in response to specific behaviors. For example, if a user adds an item to their mobile shopping cart, a behavior-based push reminds them to check out.
  • SMS (Short Messaging Service) texting: 160 characters and over cell carrier’s line so charges unless bundled
  • Peaked way back in 2012… but 8 trillion texts/year worldwide, Declined with appearance of messaging apps (e.g.., WhatsApp) that bypass carriers billing-OTT (e.g., Verizon, AT&T).
  • Some messenger apps like WhatsApp, Snapchat skewed to younger demographics
  • Brands still either SMS if they don’t have an app or push notifications
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14
Q

SMS vendors

A

increasingly Integrated as part of marketing automation vendors like Watson, Adobe Cloud, HubSpot, Marketo. Smaller players like Sumo, Slicktext & Trumpia

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15
Q

Texting SMS Features

A
  • Text messaging: more popular with women & those under 35. Minorities also well represented- African American and Hispanic
  • In US: 270 million active cell phones: 98% SMS capable
  • Up to 15X redemption rates of paper coupons, also at least 8X times better than email
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16
Q

SMS Components

A

• CSCs (Common short codes) : short
phone number, five digits

  • Must include in each message
  • STOP: Unsubscribe the sender’s number from the service.
  • HELP: A support request from the sender’s number
  • Can be sent from one cell to another, a PC to phones (software vendors) or phone to a PC
  • Most businesses use a vendor (who have relationships with carriers)
  • Building a program is very similar to how email programs were built.
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17
Q

Features of MMS

A

(multimedia message service)

MMS can contain: 
 Graphics 
 Audio
 Visual
 Images 
 Text
  • Higher response rates- 8-12 % lift over text in testing
  • However larger file size=those receiving will be charged more
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18
Q

Telephone Consumer Protection Act (TCPA)

A
  • Non-compliance fines of up to $1,500 per unsolicited message-Jiffy Lube $47 million settlement
  • Now requires express and not just implicit consent (had done business with the company)
  • Requires prior written express consent which can be obtained at website form or text message reply-keep for 4 years
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19
Q

Mobile app Push Notifications

A
  • Mobile app functionality – permission based–allows sending messages to the user even when app not open approx. 37 to 43 characters
  • App’s icon and message appear in phone’s status bar
  • Can be text or rich (images, video or sound–50% higher open rate than text)
  • Security considerations so not hijacked by spammers, hackers
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20
Q

Desktop or Website Push Notifications

A
  • Browser driven-mobile like apps but for all devices including desktop
  • Person goes to website and is usually invited
  • Much less expensive than building an app
  • Like email or SMS, must be opt in permission based and allow opt outs on every notification sent out
  • Character limits between 30- 120 characters.
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21
Q

Messaging apps

A
  • Not the highest converting platform, in some cases, it is not currently not possible to do advertising
  • In general more for awareness type activities, consider for ads Facebook Messenger as best starting point
  • Consider connecting with your Chatbot or if FB building their FB Messenger Chatbot
  • If you have your own app might consider pushing something like the IFTT applets communicate with your app but many are encrypted so may not work
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22
Q

Snapchat

A
  • Snapchat is an MMS- multimedia messaging service with 10 billion video views per day and 100+ million users
  • Target – year old 13-34
  • Message disappears- set it for 10 secs–video, pictures, text, draw on image
  • Geo filters
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23
Q

Websites: basically two types

A

Non-transactional

An ecommerce website

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24
Q

Non-transactional website

A

uses a website Content Management System (CMS) –it can have lead generation functionality like forms, webinars, videos. Common for B2B, CPG, manufacturer’s & content publishers (NY Times, Fox, Better Homes & Gardens)

25
Q

ecommerce website

A

sells products or services and takes payments. They usually have CMS but also advanced online sales functionality like mass upload of product images, descriptions, pricing, order fulfillment, etc.

26
Q

Web Content Management System (CMS)

A

Web CMS is a platform for publish digital content

27
Q

Web CMS has the following basic functionality:

A 
• Easy integration with databases
• Powerful Publishing Tools –web pages
• Robust Content Templates
• Comprehensive Search
• Built-in SEO Tools
• Social Media Integration
• Detailed Analytics
Note: It can be enabled to also be a shopping cart but that is not the core function-a CMS is not recommended for mid to large volume ecommerce
28
Q

Benefits and Downsides of Wordpress (#1 CMS)

A

Benefits
 It’s free
 Super SEO friendly
 Flexibility-Hundreds of themes and plugins–free and paid –under $100
 Plugins-commerce, multiple languages, security, speed, SEO, web analytics
 Integrates easily with plugins-no coding
 Nice themes/templates prebuilt

Downsides
 Not that easy for a professional looking website-requires hosting, managing, configuring, etc.
 Not suggested for ecommerce if any significant volume of orders and/or numerous products
 Somewhat slow, requires lots of optimization, some plugins and themes are memory hogs

29
Q

Publisher business model websites often use

A

CMS– stickiness is their metric like gaming apps=ads

30
Q

e-commerce Website Options

A

ECommerce website:

1) Build your own-many considerations
- -SSL
- —> Payment gateway options- proprietary with APIs to credit
- -Domain Name
- -Open source (WP) or proprietary
- -Webhost

2) “Hosted” Cart
- -Shopify, Wix, etc.
- —> Domain name optional but highly recommended

31
Q

Domain Name

A
  • ICANN publishes a complete list of Top Level Domains (.edu,. Org, etc.)
  • Growing interest in Generic top Level domains (gTLD such as .bank or .insurance)
  • WHOIS : Registrant information associated with domain names is maintained in an online database accessible with the service.-you can get an owner or web masters name
32
Q

SSL certificates

A
  • Provides encryption when a user is on a website: data is submitted or seen by the user is encrypted - -random 128 or 256-bit key
  • Costs vary, from $15-150 per year
  • “Shared ssl” lower cost often free from webhost but it doesn’t use your domain name in ssl…shared ssl may help for SEO but not certain…never on ecommerce site
  • Getting an SSL usually requires submitting documentation to proof a legitimate business, see example
33
Q

New features to evaluate with ecommerce platforms

A
  • Can it easily integrate with API’s– for example voice commerce (Alexa, Google but also indep. smaller startups)
  • Chatbots are an important component to be able enable
  • Does it have any AI/ Machine learning component for dynamic page content – contextual (real time personalization) content
  • Social selling features & integration
  • Easy integration with 3rd party fulfillment services such as Google express, Amazon-an issue if software is not open source and not a feature offered
  • Dropship: orders shipped directly from the manufacturer to your customer-no inventory or fulfillment
34
Q

Contextual personalized landing pages

A
  • Based cookies- past visits or purchases, 3rd party data from a DMP
  • Can offer personalized real time content based on intent

• However keep navigation
layout and hierarchy for SEO, do not go 100% dynamic

35
Q

Business Model Threat: Monster “Platforms”

A
  1. “Transaction platforms”

2. “Technology platforms”

36
Q

Transaction platforms

A

such as Amazon’s “Seller program,” Etsy or Alibaba (world’s biggest ecommerce company). Airnb & Uber more owner or contractor

37
Q

Technology platforms

A

encourage developers to use their technology –IBM Watson, Apple, Android, Microsoft, Amazon Web Services

38
Q

The Challenge with Transactional Platforms

A
  • Because of the competitive clutter, difficulty and expense of customer acquisition activities (e.g., PPC, social media, SEO, etc.): tempting to use these major platforms to sell products
  • The downside is no customer loyalty to you. Also subject to the whim/changes these platforms can make such as increasing fees, lowering your rank in their platform search results
  • These platforms are also collecting a lot of data, not just customers but also which products sell, price points, images, descriptions, etc. that can be used against you e.g. Amazon may enter that category
39
Q

The Strategy of Dealing with Transactional Platforms

A
  • Your strategy should, as discussed in lecture 1, always be to send prospects to your website-before or after sale
  • Treat these platforms as a type of PPC shopping ad and do everything you can- coupons, discounts—to make sure future transactions done directly with you Loyalty programs are probably the best retention tool in this environment There is a science to well developed profitable loyalty programs, very easy to loose money if not structured correctly- specific metrics e.g., LTV and stickiness, points reporting, known redemption behavior and tradeoff they make, etc.
40
Q

Google’s Zero Moment of Truth

A

step in Customer Journey when decision made

41
Q

Reducing user “friction” points is key

A

Understand mobile use cases

Success in the ZMOT is about content in context. Most mobile users are looking for quick and easy access to decision-making and/or way finding info.

Creating the right experience for the mobile context means the difference between winning the zero moment of truth and losing it.

42
Q

Omni-channel

A

is integrating those multi-channels for a consistent User Experience (UX) and sharing of data– people use multiple devices to shop-mobile, desktop, phone, even mail–so that regardless of how they buy or engage– a seamless experience
Example: Buy online but pick or return in store

43
Q

Multichannel

A

means selling or interacting through different “channels” but “siloed”: online, in store, phone, etc.

44
Q

5 key best practices in ecommerce

A
  1. Usability testing –quickly accomplish tasks
  2. Follow website conventions (e.g, top and/or left navigation)
  3. Mobile friendly, speed, security and state of the art functionality
  4. Conversion rate optimization (CRO) conversion and testing focus-LTV to CAC, web analytics, NPS, etc.
  5. Bump sales & for some categories/websites a “Funnel”
45
Q

Bump sales-typically up or cross selling

A

Bump order/sale is when during checkout, you offer the user, one or all of the following choices:

a) Related cross sell e.g., tie if buying a suit, a case if buying a phone
b) Value add cross sell-e.g., extended warranty or protection plan-high gross margins
c) Up-sell something better than what they are buying-risky as may bring in second thoughts or delays in buying

46
Q

Bump sale is usually made

A

opt in, but can be made opt out.

–opt out is best if a small % of what they are buying, e.g., if buying a $600 PC a $3 cable tie accessory probably not going to raise objections

47
Q

Click Funnel pages

A
  • Conceptually you identify a very common purchase e.g., 80% of customers buy X product that might have some abandonment issues because visitors ‘drift” get lost clicking on other pages
  • Especially true for PPC and affiliate and social media referrals
  • Limit the navigation menus and options once they land on your page, we discussed landing pages for PPC campaigns previously
48
Q

M-commerce

A
  • M-payments slower adoption rate in US than China, in US m-pay approx. 40% of retail sales –expected to be 55% by 2023 (Statista)
  • Some categories better: local-retail, restaurants, electronic format (music, tickets), urgent but generic (i.e. flowers)
  • Key marketing considerations: mobile responsive design site or app and “thumb” optimized for small screens –nothing that can down system
49
Q

Drivers for mobile commerce

A

• SmartPhones enabled for m- commerce. Tablets ironically have dropped as % of m- commerce from a peak of 30% to approx. 23%
• 5G=faster connections and wider screen phones
• Tech savvy demographic coming of age
• Mobile apps if integrated with m-payments more seamless
• Apple owners key demographic
—Apple pay has helped

50
Q

Issues for mobile commerce adoption in the US

A
  • M-Payment-no one standard
  • Not accepted everywhere so a hassle…since you have to carry a credit card anyway… merchants know this, so hesitant to invest in special contactless payment capable terminals that may become obsolete soon.
  • Perception of Security & Privacy
51
Q

“Showrooming”

A

Retail chains are fighting back

  • Target asked its suppliers to develop products only for sale at Target, not online
  • These merchants don’t want online-only retailers to use their physical stores as a showroom for their products and undercut prices.
52
Q

NFC and MST

A

(Near Field Communication)

  • Android and latest iPhones use NFC (chip-hardware in device). Currently needs a NFC reader
  • Offers security- but jury still out…
  • Samsung Pay uses NFC but also magnetic secure transmission (MST) making it more likely to be adopted by merchants as no special terminal is needed unlike NFC only- simulates credit card magnetic strip

Chip in phone; special terminals

53
Q

Categories of Mobile Payments=

A

which will dominate in the US?

  • Bitcoin-disrupter of m- payments? powered by Blockchain
  • Maybe long term-more likely that many will accept Bitcoin as another option like MasterCard or use a Bitcoin look-alike
  • Bitcoin uses a lot of computers/time/energy – could be slow
  • Used in unstable countries with hyperinflation
54
Q

Pay by Face or “Smile”

A

uses facial recognition

55
Q

Mobile payments approx. ___ of all Starbucks transactions

A

35%

56
Q

Apple’s iBeacon

A
  • Apple’s has improved their OS to better leverage their iBeacon software
  • 3rd party vendors provide the Beacon hardware, software uses Bluetooth that can provide location based info and services (e.g. reviews, coupons) to iPhone/iPads-also compatible w/latest Android OS
  • You must have special app to receive messaging, must stay for approx. 20 second in that zone to get a message
57
Q

Importance of iBeacons

A
  • Coupled with TouchID, Apple’s fingerprint security on iPhone this could become another payment option
  • Apple users tend to be early adopters/early majority when it comes to m-commerce so this demographic is highly sought after
58
Q

Geofencing with apps

A

Outside
• Send messages and offers to loyal customers at the most relevant locations to drive traffic
• Allow consumers to save messages and offers

Inside store
• Message based on triggered events including entry, check-in and exit
• Engage with consumers real time

Interactive and Digital Marketing (16 decks)

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