Exam #3: Lectures 9-12

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

google’s 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

1. paid ads

2. 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)

1. use related searches on Google to identify potential keywords to include in search campaigns

2. use Google keyword planners to have keyword ideas generated from your product type or your homepage content

3. 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
→ advertising buyers bid on an impression and, if won, the buyer’s ad is instantly displayed on the publisher’s site

DSP

demand-side platform
→ buy

SSP

supply-side platform
→ 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
→ banners, pop-ups, onsite notifications, landing pages

gated content in B2B marketing

→ blocked by a form fill
→ 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 → ad sets → ads

campaign

→ advertising objectives
→ budget
→ A/B test

ad set

→ ad placement
→ creative optimization
→ targeting
→ budget and schedule

ad

→ ad format
→ 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)

1. change targeting options

2. change ad creatives

3. 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 customer’s expectations

why is fulfillment important? (4)

1. the risk of direct-to-customer (DTC)

2. heightened customer expectations

3. fulfillment costs

4. customer satisfaction

DTC

direct to customer

components in fulfillment costs

→ operating a call center
→ warehousing
→ packaging supplies
→ 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
→ the practice of visiting a store to examine a product before buying it online at a lower price

fulfillment options (3):

1. fulfillment by Amazon (FBA)

2. fulfillment by merchant (FBM)

3. 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)

1. in-house

2. 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 firm’s customer relationships
→ 0-6 is bad
→ 7-8 is moderate
→ 9-10 is good

goods - bads = NPS

spheres of sustainability (3)

1. environmental

2. social

3. economic

greenwashing (green sheen)

a form of spin in which green PR, or green marketing, is deceptively used to promote the perception that a company’s 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 marketers’ 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 isn’t 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)

1. stay with your core value

2. localize your offers and messages

3. make local connections

4. 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
→ 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