Web Marketing - Metrics Flashcards
What is AdWords?
- Words purchased by auction to show sponsored links on Google Search results
What are the characteristics of web marketing metrics?
- are revenue metrics: analytics related to them lead directly to increasing sales.
- “dynamics”:
even small changes you make, for example,
in your website’s homepage text or in the AdWords that you purchase for sponsored links on search results, can lead to rapid and significant changes in these metrics.
what is marketing?
- The deliberate, measurable process of creating and increasing positive awareness about a brand, product, or service with a target audience (target demographic).
landing page
”
Google gets paid only when someone clicks through
a sponsored link to the advertiser’s landing page.”
The web page URL, not necessarily a home page, that a
sponsored link or marketing campaign link points to.
market differentiation?
- The ways in which a product or service is described as being different than competitive offerngs.
switching costs
- The costs in time, money, and inconvenience in leaving one’s old supplier of a product or service and moving to a new one.
A business operating in a business environment with high switching costs probably does not have to provide outstanding products and/or services to be competitive? T or F?
Take an case study?
True.
Case study:
If you open a pizza restaurant in Bien Dong, Bac Giang, you can be
pretty sure that any Bien Dong resident who wants pizza, will buy it from you.
Your nearest competitors will be over in An Chau, 15 km away.
Here, your target demographic is people who live in Bien Dong.
Bien Dong only has 770 residents, and it’s a good bet that in a town that small, everyone will find out about a new place to eat within a few days.
Your new customers’ switching costs, the time and trouble of going
somewhere else for pizza, in this case, driving half an hour to An Chau and back, will be so high that if your pizza’s even half-decent
you are likely to develop a loyal following of repeat customers.
Target demographic?
A group with common characteristics, such as nationality, age range, or participating in a Facebook interest group, that permits a focused marketing eort.
Why marketing focus only on the target demographic, not all customers in general?
Because marketing requires effective use of limited resources, marketers
seek to focus their efforts on groups whose members are much more likely than
the average person to be willing to learn about the product or service offering,
to buy it, and ultimately, to become high value, recurring revenue customers.
imagine that you open your new pizza restaurant in a town with
a population of 6 billion.
That sounds good. Lots of potential customers. The bad news is that when you open, there are 70,000 other pizza restaurants already open on your block. As well as many other restaurants and stores competing for attention.
What should you do now to attract more customers?
use Web marketing
- Try to identify target demographic: a much smaller group within that 6 billion are likely to want your pizza - they respond favorably to your market differentiation, communicating how you are different than the other 70,000 pizza places out there.
- match your market differentiation to a target demographic.
What your ideal target market would be in this case?
- people who love pizza
- preference or need for vegetarian
- No vegetarian pizza locally
- Can afford luxury products
- Planning meals in advance
demographic categories
- Common ways to classify people, such as by
income, age, employment, education, nation and region, etc.
From what sources you can get the specific demographic filters for your high-income vegetarian customer in the previous case?
- people who like the vegetarian community on facebook
- Buy name and addresses who as part of their job description often purchase luxury meals for others: office managers, enterprise sales representatives, party planners, etc.
