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Digital Marketing > Week_7_Mobile Ads > Flashcards

Week_7_Mobile Ads Flashcards

1
Q

What is trend for ads focusing platform?

A

From desk top focus and mobile focus to merge focus.

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2
Q

What is presititial ads

A

A prestitial ad is the advertisement, displayed to site’s visitors before the Home page is opened. Most prestitial ads are large and cover the whole site’s page space.

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3
Q

Relationship between ads mode and web suggestion

A

if a publisher-you should always monitor which ads SE’s & industry suggest you NOT use

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4
Q

Types of mobile ads

A
  1. SMS
  2. WAP (wireless ads) display ad.
  3. Search ads
  4. App display ads
  5. Push notification
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5
Q

What is QR code?

A

QR codes are 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)

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6
Q

What is static vs. dynamic codes?

A

Static code means only one URL linked, can’t be changed.

Dynamic codes can change the URL linked to the QR.

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7
Q

What are OR code actions?

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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8
Q

What are common uses for QR code?

A
  1. Coupon/offer
  2. Sweepstakes(draw for prize)
  3. Product information
  4. Purchase
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9
Q

Where is the most popular location for scanning?

A

Home (57% scanner)

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10
Q

What is popular source of scanning

A

Product packaging

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11
Q

The best practices for QR codes

A
  1. Include a text message call- to-action as well as a keyword to text (to a short code) for customer have no smart phone.
  2. Consider custom QR codes – scanned 2X times more than regular black & white.
  3. Clearly state what the customer will get if they scan the code (e.g., a discount)
  4. Assume this is the consumer’s first time scanning – include directions
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12
Q

How much time of SMS & push per week will get the highest conversion rate?

A

2 (about 3% conversion rate)

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13
Q

Basic concepts for SMS & push from digital marketing apply

A

contact strategy, segmenting, testing, types of offers, sending them to your website for conversions

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14
Q

What criteria for text push?

A

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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15
Q

Key is to test for example send triggers

A

Scheduled
1:1 optimal time
Behavior-based
SMS

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16
Q

What is 1:1 optimal time?

A

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.

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17
Q

SMS texting criteria

A

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

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18
Q

Texting SMS target audience

A

more popular with women & those under 35. Minorities also well represented- African American and Hispanic
Up to 15X redemption rates of paper coupons, also at least 8X times better than email

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19
Q

What are 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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20
Q

MMS (multimedia message service) features

A

Higher response rates- 8-12 % lift over text in testing source
However larger file size=those receiving will be charged more

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21
Q

Example of metrics SMS

A
  1. files and size
  2. opt out rate (focus on this)
  3. coupon redemption
    ….
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22
Q

Telephone Consumer Protection Act (TCPA) requirement

A
  1. Now requires express and not just implicit consent (had done business with the company), make sure audience can opt in or out by his choice.
  2. Requires prior written express consent which can be obtained at website form or text message reply-keep for 4 years
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23
Q

Mobile app functionality

A

permission based–allows sending messages to the user even when app not open approx. 37 to 43 characters.

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24
Q

Desktop or Website Push Notification

A

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.
Call to action required.

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25
Q

Messaging apps practices.

A
  1. Not the highest converting platform
  2. more for awareness type activities
  3. Consider connecting with your Chatbot or if FB building their FB Messenger Chatbot
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26
Q

Two types of website

A
  1. Non-transactional –which 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)
  2. An e-commerce website-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.
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27
Q

The basic functions of CMS platform

A 
Easy integration with databases
• Powerful Publishing Tools –web pages
• Robust Content Templates
• Comprehensive Search
• Built-in SEO Tools
• Social Media Integration
• Detailed Analytics
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28
Q

Three major CMS plateform

A

Wordpress (30% marketing share)
Joomla
Drupal

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29
Q

Benefits of Wordpress

A

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

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30
Q

Downsides of Wordpress

A

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

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31
Q

What are uses for plugins?

A

Use for optimize different criteria of website.

32
Q

Why do publisher business model websites often use CMS?

A

stickiness9(用户黏性） is their metric like gaming apps=ads

33
Q

Which is easier for e-commence website option?

A

“Hosted cart” like using shopify’s service.

34
Q

Build your own consideration by

A 
SSL
Domain
Open source (WP) or proprietary (专利）
Web host
Payment gateway options - proprietary with APIs to credit card merchants or PayPal,
35
Q

WooCommerce is the ecommerce plugin for WordPress (free and paid versions)

A

30% marketing share

36
Q

Shopify comparing to wordrpess

A

Easy to use, relatively low cost and large community but more for small businesss

37
Q

What is Datanyze

A

Give marketing share information

38
Q

What is ICANN?

A

ICANN publishes a complete list of Top Level Domains (.edu,. Org, etc.)

39
Q

What is WHOIS

A

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

40
Q

Generic top Level domains

A

.Insurance

.Bank

41
Q

SSL certificates

A
  • Provides encryption(编码） 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
42
Q

Shared SSL definition

A

lower cost often free from web host but it doesn’t use your domain name in ssl
shared ssl may help for SEO but not certain
never use SSL on e-commerce site

43
Q

How to get SSL certificates?

A

requires submitting documentation to proof a legitimate business, see example

44
Q

Two credit card options for online payment

A
  1. Services like PayPal: for payment customers are taken out of your website to payment processors website then when they finish paying they are sent back-allows easy PCI compliance
  2. You integrate your cart with payment processor like authorize.net and store credit card in your db- basically you are just checking thru gateway make sure funds available, matches bill to etc.. Only if large volume-fraud, security hassles, PCI, need an SSL
45
Q

Important features for E-commence platform

A
  1. Can it easily integrate with API’s
  2. Chatbots
  3. have any AI/ Machine learning component for dynamic page content – contextual (real time personalization) content (The Mcdonalds real time marketing push)
  4. Social selling features & integration
  5. 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.
  6. Dropship - orders shipped directly from the manufacturer to your customer-no inventory or fulfillment (especially for big, expensive products)
46
Q

How does Contextual personalized landing pages work?

A

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

47
Q

Why need to keep navigation

layout and hierarchy still?

A

For SEO purpose

48
Q

What is dynamic pricing?

A

Change pricing in real-time.

49
Q

What is transactional platform and technology platform?

A

Like alibaba, amazon, airbnb, uber,
IBM, Google (technology platform).
Providing services.

50
Q

What is customer acquisition activities and why choose transaction platform?

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

51
Q

What are the downsides for these transaction platform?

A
  1. No customer loyalty
  2. Subject to the changes like increasing fee, ranking lowering.
  3. Collecting data from sellers and against you.
52
Q

How to dealing with transaction platform?

A
  1. Send prospects to your website-before or after sale (digital strategy the end game lead everything to your website)
  2. 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
53
Q

Best retention tool in this environment?

A

Loyalty program
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.

54
Q

Zero moment of truth - google

A

Sway people buy products from you. using search engine, online review, ranking.

55
Q

Customers journey with google

A

Stimulus - awareness
ZMOT - Research (win the customers at this stage)
FMOT - Purchase/subscribe
SMOT - Advocate/promote

56
Q

How to make success in the ZMOT?

A

Reduce the user “friction(摩擦)” is the key

Content to context. Focus on the UX when people do research.

57
Q

What is evolution of customers-retailer touch points

A 
Single channel (customers and seller both have single touch point)
Multi channel (customers have multi touch point to deal with sellers.)
Cross channel (same as multi channel)
Omni channel (customers experience a brand, not a channel within a brand)
58
Q

Omni channel

A

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. (Zara)

59
Q

Multi channel

A

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

60
Q

Best practices for E-commence

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 (A/B testing) focus-LTV to CAC, web analytics, NPS, etc.
61
Q

What is bump sales?

A

when during checkout, you offer the user something.

62
Q

Three categories of bump sales

A
  1. Related cross sell e.g., tie if buying a suit, a case if buying a phone.
  2. Value add cross sell-e.g., extended warranty or protection plan-high gross margins
  3. Up-sell, which is risky, you may lose customers by this method.
63
Q

Opt in & opt out for bump sales

A

Bump sale can be made opt out or usually opt in, opt out 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

64
Q

How Click Funnel pages works?

A

Narrow customer’s click when they are in landing pages. force them to specific path to buy products.
Especially for PPC, affiliate and social media referral.
Limit the navigation menus and options once they land on your page.

65
Q

The situation of current M-commence.

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

66
Q

Which categories are better for mobile payment?

A
  • 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
67
Q

The drivers of mobile payment

A 
smart phone
5G
Tech savvy demographic coming of age
Mobile apps if integrated with m-payments more seamless
Apple owners key demographic 6-75
Apple Pay has helped
68
Q

Issues for Mobile payment

A
  1. No one standard
  2. 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.
  3. Perception of Security & Privacy
69
Q

Showrooming definition

A

See products in store, comparing price online.

Target asked its suppliers to develop products only for sale at Target, not online anywhere.

70
Q

NFC-(Near Field Communication) and MST

A
  • 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
71
Q

Different categories of mobile payment

A

NFC (near field communication): apple pay
SMS :paypal
QR code: starbucks level up
M-app wallet: google wallet, facebook wallet.
mPOS: square, amazon.
Location-based
Block chain: bitcoin

72
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

73
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
74
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

75
Q

Samsung mobile payment different from normal NFC

A

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

Digital Marketing (4 decks)

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