Quiz 2 Flashcards
Display Ads
ads that appear on websites, apps, or social media that stand out and look distinctly like an ad. Often features product image, brand and CTA.
Types of display ads
Banner ads, responsive ads, retargeting display ads, native ads, interstitial ads, rich media ads.
Banner ads
associated with landscape, square or skyscraper image sizes and contain images with some text.
Responsive ads
Automatically adjusts its size, appearance and format to fit available ad spaces on google display ad network.
Retargeting ads
shown to people who have visited your web property in a specified time frame but not yet completed the desired action.
Native ads
designed to look organically fit with content of the website so they don’t feel like ads.
Interstitial ads
shown to visitors before they are directed to page they requested.
Rich Media ads
ads with clickable interactive elements.
Pros of Display ads
diversity, reach, targeting, measurability
Online Publishers
media websites that agree to a set of advertising standards dictated by the company managing the ad network.
Advertisers
create and upload ads meeting the specifications manage their budgets on the platform provided by the display ad network, receive reports on where the ads are displayed, and earn traffic to their sites.
Search bidding
CPC or CPA
Display Bidding
CPC, CPM (cost per mile or thousand impressions), or CPA
CPC Calculation
CPM / 1000 * CTR
CPA Calculation
CPM / 1000 * CTR * Conversion rate
Key Components of display ads
logo, high quality image, attractive value proposition, call to action
Effective Display ads
structure, colour, typography, KISS (keep it simply stupid), custom images
Goal of display ads
retarget customers, acquire a customer, create brand awareness
How to Target persons
interests, what they are currently shopping for, past visits to your website, demographics
How to target websites
keywords, topics, placements
Mobile display ads
high bounce rate (90%) and low conversion rate due to fat finger clicking
How retargeting works
advertiser instructs the ad network to display ads to previous visitors identified by cookies. Displays an ad for a product the customer was previously interested in.
Static retargeting
creates several formats of the same ad as a part of a greater marketing campaign. Ads are placed on platforms as per predetermined conditions.
Dynamic ads
advertising solution that generates personalized ads based on a user’s past engagement.
Static if:
B2B, small product portfolio or custom, want to run a specific campaign or offer, target marketing personas, need control over creative
Dynamic if:
eCommerce, large inventory, target a broad consumer base, customers have specific tastes
Email Marketing
use of email to promote products and services while developing relationships with potential/current customers. Segment of internet marketing
Internet Marketing
encompasses online marketing via websites, social media, blogs, email, etc.
Black Hat approach to email marketing
scrapes the web or steals to obtain email list, sends emails for “unethical” products
Pristine email
email addresses that have never been valid and couldn’t opt-in to receive emails to identify email marketers who use poor list building practices.
Recycled email
once valid email addresses but have since been repurposed by their provider.
Typo email
look legitimate but have subtle typos
Transactional emails
triggered emails (abandoned cart, in-store purchase, past purchase)
Onboarding emails
designed to help new customers use and gain value from products/services (welcome offers, invitations to connect, up-sell etc.)
Email parts
subject line, ad copy, unsubscribe
CRM
customer relationship management. Uses data analysis about a customer’s history with a company to improve business relationships with customers.
Social Monitoring
caring for your customers by monitoring social media for messages directly related to your brand and responding appropriately.
Social Listening
understanding your audience and improving campaign strategy by accessing the full spectrum of conversation around your brand.
Reputation Management
controlling and influencing the audience’s perception of the brand through responding to customer feedback
Stages of reputation management
feedback detection, developing a strategy, dealing with negativity
Social Media Plan Steps
Determine the objective, choose the platform, plan the content, distribute & promote content, measure success
Types of social media content
original, user-generated, co-created with other brands, curated
Owned Media
Channel the brand controls
Paid Media
The brand pays to leverage a channel ex. social media advertising, paid search marketing, display advertising, affiliate marketing
Earned Media
When customers become the channel ex. social media sharing, direct traffic, SEO, Press coverage
Vanity metrics
data points that make us feel good if they go up but don’t help us make decisions.
Smart ways to handle negative reviews
moderate comments, write a timely, informative & respectful response, utilize good social media management
Types of sites to monitor
online review, scam reporting, online forums, press articles, websites to activist organizations, social media, blogs, informational sites
3 Ts of ORM Emergency response
timeliness, transparency, training
5 Types of influencers
Nano (1-10k), micro (10-50k), mid-tier (50-500k), macro (500k-1M) and mega (1M+)
10 Types of influencer campaigns
giveaway & sweepstakes, contests & event activations, social media takeovers, affiliate marketing, sponsored posts, sponsored blogs, unboxing & reviews, guest blogs, brand ambassadors, pre-release campaigns
Positive SERP
corporate blogs, corporate sites, corporate ads, social media profiles, directory listings, charity micro-sites, customer support, micro-sites
10 commandments of ORM
respect, transparency, monitor, react quickly and politely, address critics, treat google page as your business card, understand detractors, attack legit attackers, learn from mistakes, ask for help
Mobile Marketing
use of mobile medium as a means of marketing communication
Benefits of mobile
personal, always carried, always on, built-in payment, available at point of inspiration, provide accurate audience measurement, captures social context of media consumption
Constraints of mobile
less info (smaller screen), slow typing, fat-finger clicking, slow processor, slower internet connection
Phygital
combination of physical goods/experiences with digital ones
Targeting tactics
location, weather, habits, social context
Extensions of mobile marketing
consumer behaviour, mobile apps, data analysis, strategy, security, devices, advertising
Mobile channel services & activities
messaging, alerts, audio, browsing, applications
Proximity Marketing
localized wireless distribution of advertising content associated with a particular place.
MM key techniques
app marketing, mobile advertising, mobile commerce, mobile design, MM strategy, proximity marketing, QR code marketing, SMS marketing
Advantages of MM
instant, efficient, convenient, CRM, custom mass communication
Disadvantages of MM
few standards, privacy and permission, navigation, education
