demand generation
the process of expanding your audience, building authority, and generating interest around your brand that results in high-quality leads
lead nurturing
the process of cultivating leads that are not yet ready to buy
categories of search keywords
informational
investigative
comparison
transactional
navigational
quality score
googleās rating of the quality and relevance of both your keywords and paid ads
ad ranking
the position of a paid ad on a search engine result page
search engine marketing (SEM)
the process of gaining traffic and visibility from search engines through both paid and unpaid efforts
SEM Approaches
paid ads
search engine optimization (SEO)
search engine optimization (SEO)
the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results
PageRank
an undisclosed algorithm used by Google Search to rank webpages in their search engine results
click-through rate (CTR)
ways to do keyword research (3)
use related searches on Google to identify potential keywords to include in search campaigns
use Google keyword planners to have keyword ideas generated from your product type or your homepage content
use spyfu.com to benchmark ad spending and keyword buying of other brands and businesses
real-time bidding (RTB)
the means by which ad inventory is bought and sold on a per-impression basis via programmatic instantaneous auction
ā advertising buyers bid on an impression and, if won, the buyerās ad is instantly displayed on the publisherās site
DSP
demand-side platform
ā buy
SSP
supply-side platform
ā sell
dynamic creative optimization (DCO)
a display ad technology that automatically optimizes ad creative based on multivariate testing
onsite marketing
the activities and strategies that businesses implement within their websites
ā banners, pop-ups, onsite notifications, landing pages
gated content in B2B marketing
ā blocked by a form fill
ā marketers use this to generate leads by providing information in exchange for customer information
ungated content in B2B marketing
allows visitors to access content without forms or information
structure of ad manager programs
campaign ā ad sets ā ads
campaign
ā advertising objectives
ā budget
ā A/B test
ad set
ā ad placement
ā creative optimization
ā targeting
ā budget and schedule
ad
ā ad format
ā ad creative
vertical scaling (up)
increase the budget for a successful ad campaign to reach more people and generate more results
horizontal scaling (out)
creating multiple ad sets or campaigns targeting different audiences, ad placements, or creative variations to reach a broader audience and reach
strategies when ad impacts are declining (3)
change targeting options
change ad creatives
test a new platform
automatic creative optimization (ACO)
a machine-learning technology that automatically finds the best combo of creative assets to optimize advertising performance
sentiment analysis
interpretation and classification of emotions (positive, negative, neutral) within text data using text analysis techniques
fulfillment
the act of carrying out a customerās expectations
why is fulfillment important? (4)
the risk of direct-to-customer (DTC)
heightened customer expectations
fulfillment costs
customer satisfaction
DTC
direct to customer
components in fulfillment costs
ā operating a call center
ā warehousing
ā packaging supplies
ā shipping
what is the relationship between fulfillment costs and customer satisfaction?
the higher the fulfillment cost (x), the higher the customer satisfaction (y)
omnichannel marketing
an approach that provides customers with a completely seamless and integrated shopping experience [from beginning to end]
multichannel (vs omnichannel)
all channels available to the consumer but are not integrated
omnichannel (vs multichannel)
all channels available to the consumer and they are connected
showrooming
the buying pattern with offline information search and online purchase
ā the practice of visiting a store to examine a product before buying it online at a lower price
fulfillment options (3):
fulfillment by Amazon (FBA)
fulfillment by merchant (FBM)
logistics by a third party (3PL)
fulfillment by Amazon (FBA)
you sell an item and Amazon stores, packages, and ships it
fulfillment by merchant (FBM)
the seller lists products on Amazon but handles storage and fulfillment
logistics by a third party (3PL)
the selling lists products on channels, including Amazon and eBay, but a specialist partner stores and ships to customers
call center options (2)
in-house
outsourcing
the service recovery strategy
express respect
listen to understand
uncover the expectations
outline the solutions
take action and follow through
double check for satisfaction
net-promoter score (NPS)
a management tool that can be used to gauge the loyalty of a firmās customer relationships
ā 0-6 is bad
ā 7-8 is moderate
ā 9-10 is good
goods - bads = NPS
spheres of sustainability (3)
environmental
social
economic
greenwashing (green sheen)
a form of spin in which green PR, or green marketing, is deceptively used to promote the perception that a companyās policies are environmentally friendly
privacy paradox
individuals state privacy concerns but behave in ways that contradict their statement
privacy calculus
consumers perceive their personal information as a commodity and marketersā requests for personal info as an implicit social contract
first party data
data that you collect directly from your customers
third party data
collected from customers by a company that isnāt directly involved in the transaction
EU AI Act (2024)
unacceptable risk
social scoring
mass surveillance
manipulation of behavior (causing harm)
high risk
access to employment
education and public services
safety components of vehicles
law enforcement
limited risk
impersonation
chatbots
emotion recognition
biometric categorization
minimal risk
remaining
strategic options for global marketing (4)
stay with your core value
localize your offers and messages
make local connections
re-invent the brand meaning
AGI
artificial general intelligence
augmented reality (AR)
interactive objects that are layers on top of the physical environment without the ability to manipulate the augmented objects
ā pokemon go
virtual reality (VR)
user is completely immersed in a digital experience; creating a digital simulation of a real environment
mixed reality (MR)
capabilities of AR and VR are blended, bringing the digital and physical world together to coexist and interact in real time