Marketing 4650

The many roles of websites include..

-increase sales

• increase awareness and knowledge about the brand

• advertise products and services

• act as a hub for content marketing campaigns

• interface with social media accounts

• provide customer service

• retain and grow the value of customers

• build an online community

• cost savings, especially promotion and customer service

Role of the site

when setting objectives for the website, marketers must be concerned about the _____ in overall marketing strategy for the firm

User experience

often used to describe the usability of a website or a mobile app. its ultimate goal is to provide user satisfaction at every stage of the Digital experience.

Steps in the website development process

1) establish site objectives

2) identify and describe target market

3) design site content and navigation structure

4) conduct usability tests

5) deploy and tune site

6)measure and evaluate site effectiveness

7) Refines and Improve site effectiveness

SMART

Specific

measurable

achievable

realistic

time specific

Domain Name

human-readable form of an IP address. it’s destination you type into a web browser.

Cybersquatting

the process of registering, selling, or using a domain name with the intent of profiting from the goodwill of others

once you have a domain name the next step is…

to find a website hosting provider

Content Management system (CMS)

is a software that assists in the building and maintenance of your website, thus allowing people with little or no coding skills to add or edit website content

WYSIWYG(what you see is what you get)

Is the website editing software that allows content to be created and edited without the need for coding.

necessary elements on every page

logo, back to home page, contact info, and more

Usability testing

an essential element of site development performed at intervals during site’s life

Prototype testing

Multiple times during construction & metrics + qualitative data

full usability testing

before site goes online (beta) at intervals after & metrics + satisfaction survey followup

Pareto Curve for usability testing

75% of usability problems uncovered with 5 user tests

100% uncovered by testing 15 users

special requirements for B2B usability

• good product information

• carefully designed, accurate pricing Information

• Filters to help locate the correct information for segments of users

Deploy and Tune the Site

• technical stage

• deploying the site to the appropriate servers

• tuning it for optimum performance

• ongoing in-house monitoring is required to maintain site performance

• markerters need to be vigilant to ensure the site is providing the best possible CX

what can an app offer that a mobile site cant?

apps are not reccommended unless they offer specific benefits or functionality that a site cant’ offer ex: loyalty programs, scan to pay, local features

App is a clear choice when

• interactivity is essentail

• personalization is necessary

• complex calculations, reports are necessary

• certain functions are required

• functionality needed even when wireless connection is not available

Micro-Moments

moments in which a person turns to a device, often a smartphone, to gratify an immediate need for information or for action.

designing a mobile-friendly site

Use Responsive Technology That Makes Web
Design Mobile
• Simple Design and Navigation
• All Content Short and to the Point (Relevance)
• Design Forms for Mobile Use
• Use Geolocation Technology
• Easy to Find and Use Contact Information
• Fast Loading is Essential

for best CX

keep it simple

fast loading

customer security

42%

___use mobile device at some point in purchase journey

Steps in designing effective mobile apps

1. User Task > App Features
2. Menus – Organized, Customer Terminology
3. Back Button > Back One Step, NOT Beginning
4. Use Auto-Detection of User Location
5. Seamless Transition to Website if Necessary
6. Prominent Search Bar
7. Search that Works Well
8. Easy-to-Use Filters and Sort Options

Core Marketing strategies

Acquisition, conversion, retention, value growth

benefit of search

the vast majority of both B2B product inquiries and regular online purchases begins with search

Search Engine Marketing (SEM)

It's a digital advertising strategy that helps companies get their content to appear higher in search engine results.

Search Engine Optimization (SEO)

helping search engines understand your content, and helping users find your site and make a decision about whether they should visit your site through a search engine.

Meta Tags

invisible tags that provide data about your page to search engines and website visitors

Search Engine Results Page

Result of a user query, universal search, returns results from multiple sources

Generic search process

1) Query

2) Web Server

3) Index Server

4) Document Server

5) Users

Query

User-Initiated search term

Index Sever

Stores information previously categorized

Spiders

also know as ‘robots’ are programs ‘crawl’ the web and follow every link or piece of data they see and bring back to index server

SERP

Search Engine Results Page

The SEO Process

1.Define the Target Market
2. Find Out What Users Search for and Why They Search
3. Develop a Search Strategy > Keywords and Phrases
4. Develop a Related Content Strategy
5. Redesign Site With Keywords and Content in Mind
6. Register the Site with Search Engines
7. Good to Implement a Paid Search Campaign to Boost the
Organic SEO
8. Remember to optimize each page of your site for specific
keywords (not the same for all pages)

Common SEO problems

cannot Navigate the Site

no site Map

non-optimized navigation structure

links that are not relevant, have little relationship to site

Important Ranking Factors

URL or Domain Name

Title Tag

Domain Name Authority

Links

The number of other sites that link to site; the number of pages that site link to; relevancy to keywords and search phrases. Ex: directories, blogs, social

Content

quality and relevance to desired search topic. Location/Frequency of keywords on page. Rewrite page if needed. Videos and blogs help imporve ranking due to being viewed favorably

RankBrain

machine learning query enhancement tool to take into account relevance and context of search to match queries to relevance

EAT

Expertise, Authoritativeness, & Trustworthiness

YMYL

Your money your life EX: shopping pages, financial transaction pages, financial information page, medical and legal information pages, limited set of news pages deemed important for an informed citizenry

Issues with Rankings

Search engine spiders cannot navigate the site

no site maps

non-optimized navigation structure

diluted link popularity of key category/product pages

How Social Media supports SEO

1) publish creative, inspiring, and informative content

2) content is shared and linked

3) social media profile collects followers while site gains traffic

4) community grows around brand

5) consistent interactions made through social media and authoritative SEO reinforces brand reputation

6) Search engines index website higher

7) Users find site organically through search engines

Pay-per-click

ads targeted to keyword search results through programs such as Google Ads

CPC(cost per click)

this is how much you pay when someone clicks on your ad (range form $0.01 to over $50)

CPM(cost per mille)

this is how much you pay per 1000 ad impressions

CPE(cost per engagement)

This is how much you pay when someone responds to you call-to-action such as signing up for a list, watching a video, ect.

As digital advertising evolves, platforms begin to ___ what the content of their platform is.

Monetize

The advertising company can create up to 15 separate headlines and 4 unique descriptions for ____.

Each ad group

Quality Score

how relevant an ad and website links are to the person who will see the ad

Ad Rank Threshold

a dynamic assessment that calculates the ad quality, ad position, what type of device the user is searching from and where they’re located, the search term used, and related auctions.

Quality Score depends on

Expected click-through rate

ad relevance

ad extension relevance

landing page experience, for example, how long the viewer dwells on the page and website, or “bounces” out quickly

Executing a paid search campaign

1) Keyword Research

2) Ad copy writing

3) landing page development

4) campaign setup

5) Tracking and Testing

Keyword Research

Develop the campaign by selecting appropriate keywords and match criteria and designing ads

Ad copywriitng

Create several key phrases that work best with your target market as well as your call-to-action

Landing Page Development

Ensure that the landing page is prepared to handle people finding the information that you advertised on your site. Also, ensure that it loads quickly

Campaign Setup

Create several ad groups to test which one work best for your target markets

Tracking and Testing

watch results as the campaings are running and then monitor the results and refine. Use A/B testing to test one ad against another. Use available reporting tools to understand which ads and campaigns were the most succesful and try to determine why. Make note of any changes for the next campaign.

Broad match

reaches widest audience and not in same sequence

Phrase match

must be in exact sequence, enclosed in quotes

Exact Match

most precise method, enclosed in brackets

Negative match

uses a minus sign and prevents ads from appearing

Types of Ad Formats in Google Ads

-text ads

-responsive ads

-app promotions

-video ads

• shopping ads

• call-only ads

Social Media Marketing (SMM)

social media marketing is the use of social media platforms and websites to promote a product or service, share information to build a company’s brand, increase sales, and drive website traffic.

Social Media Networks

Used by both consumers and businesspeople, two-way communication

POST Method

P-people: assess your customer’s social activities

O-objectives: decide what you want to accomplish

S-strategy: plan for how relationships with customers will change

T-technology:decide which social technologies to use

5cs of customer motivation

Consume; make exciting, shareable content

Connect; offer ways to connect with the brand and other social media followers

Control; give users control of the space

Compete; offer competitions and showcase winners

Create; give social media users the ability to create content

Social Media Objectives

1) Generate Awareness

2) Strengthen relationships & community

3)SEO

4) customer support & reputation management

5)reaserch

6) increase employee productivity

Media Types

• Earned media

• Paid media

• Owned media

Types of Influencers

Nano: 1,000-5,000

Micro: 5,000-20,000

Power or mid-tier influencers: 20,000-100,000

Mega: 100,000 to 1mil

Celebrities: over 1mil

SMM strategy process

Listen

Communicate

Engage

Collaborate

What is good marketer communication?

Interactive

On the platforms used by the Target Audience

Using the Language They use

Open, Transparent and Unfailingly Authentic

Build and Maintain Trust

Types of Display Ads

Digital

Rich Media

Video

Rich Media

combination of text, imagines, video, and other interactive elements in a digital ad

Expanding ad

an ad that first appears as a standard banner ad that grows larger and extends out of the ad slot when a user interacts with the ad in some way (such as hovering over the ad or clicking the ad)

Push-down ad

a type of expanding ad that appears to push down the content of a webpage when the ad expands

Interstitial

an ad that appears to float on top of the content on a desktop. On a mobile, it appears to fill the entire screen. Also referred to as a “floating ad”

CPM(Cost per Thousand)

an advertiser is charged a rate for every 1,000 views

CPA (Cost per Action)

an advertiser is charged only when a user makes an action (like moving a cursor over an ad, filing out a form, or liking a social media post)

Advertiser

correct target market, site that provides acceptable context for ad

Publisher

acceptable advertiser and content who is willing to pay the site’s price

Ad serving Process

1. Viewer Clicks on Site
2. Identify Ad That
1. Is Relevant to Viewer
2. Gives Advertiser Best Value (Reach, Audience)
3. Retrieve Ad from Inventory, Place on Site
4. Gather Metrics (Time to Load, Impression ++)

Automated

Programmatic Means ___ Ad Buying

Advertising networks

emerged to simplity the ad buying process by aggregating ad space supply and matching it with ad demand

Challengers with advertising networks

unsold inventory for publishers and inefficiencies for advertisers

Programmatic advertising

streamlined the process through automated bidding and placement of ads using machine learning and AI. relies on real-time bidding on ad exchanges, facilitated by DSPs, SSPs, and DMPs.

Types of Ad targeting

-Demographic

-Geographic

-Lifestyle

-Behavioral

Contextual Targeting

matches ads based on the context of the website content

Behavioral targeting

presenting relevant content such as ads, based on users’ previous activities

Targeting identified users

users who are identified because they log in to the site ex: Amazon giving recommended items based on past purchases

Targeting unidentified users

using third-party information, such as cookies, browsing history, ect.

when were cookies intorduced and by who?

Netscape, in 1994

mobile advertising

enables precise targeting based oon users locations

Contextual advertising

in mobile ads tailors messages to specific characteristics

Affiliate programs

offer incentives to partner websites, wherein a website agrees to post a link to a transactional site in return for a commission on sale made as a direct result of the link

public relations

are strategic communications that manage an organization’s or brand’s public image and reputation through tools such as press releases, product placements, and events.

What is the hardest think about PR?

bringing press releases to the attention of the overwhelmed journalist