digital marketing 1352 final

weeks 7 - 11

reasons to use email marketing?

• +environmentaL, +cheap, +timely

• targeted marketing

• higher ROI

• everyone uses email

• reach customers in real time

describe the newsletter type of email.

• newsletter (weekly, monthly, quarterly)

• +brand awareness, repurposed/diverse content

• template design

types of email?

• newsletter, email digest, dedicated (standalone) email, event invitation, co-marketing, lead nurturing, transactional

describe the email digest type of email.

• similar to newsletter but shorter blurbs

  • = summaries of existing content

• easier than newsletters

• HIGHLIGHTS most popular content for new readers

describe the dedicated (standalone) email type of email.

• AKA standalone email

• info about only 1 offer

  • eg. certain product, event

• focused CTA

• +easy to make, +faster measure of success

describe the event invitation email type of email.

• promotes industry events + pushes registrations

• clear CTA

describe the lead nurturing type of email.

• introduces tightly connected series of emails with coherent purpose.

• timely, automated, targeted, passive marketing

describe the co-marketing type of email.

• aka sponsorship emails

  • PAID to include your business’ copy in another’s newsletter

  • you design the copy/ad

• highly targeted + exposed to new audience

• paid / receive exact TOI

describe the transactional type of email.

• triggered by certain action contacts have taken.

• high CTR, actively engages user

• eg. THANK YOU after registering for event, or ORDER CONFIRMATION

email marketing companies? pricing options depend on what?

• Mailchimp, Campaigner, Constant Contact

• pricing depends on: # ofemails sent/month, # of subscribers

simple email design way to make it stand out?

• subtle motion graphic

  • eg. GIF file embedded

how to increase email open rate?

• subject lines < 10 words

• use their first name

• use emojis.

how to encourage newsletter sign-up?

• special offers, discounts

• contests

• digital downloads (ebook)

• polls

• make signing up simple

what is the CA-SL?

• canadian anti-spam legislation (CASL)

• must have customer consent to send marketing msgs (SMS, emails, etc.)

• max. penalty: up to $1M /individual, up to 10M /business

how many days is the unsubscribe rule for emails (CASL)?

if consent revoked, must stop sending emails within 10 business days

what is the email bounce rate?

• % of total emails sent, that COULD NOT BE DELIVERED

• any reason: full inbox, invalid address

what is the email delivery rate?

% of emails successfully delivered.

what is the CTR (email metrics)?

(click through rate)

measure of audience who clicked on 1+ links in the email.

what is the ‘open rate’ of email metrics?

% of people who open the email.

• not as effective or reliable as CTR

what is a conversion rate (email metrics)?

% of recipients who CLICKED A LINK —> COMPLETED A DESIRED ACTION.

• ultimate measure of email’s effectiveness

what is implied and express consent (email marketing?)

• implied:

  • business relationship already exists (eg. prev donated to charity)

• express:

  • “expressed” consent: written or verbal

what is a help video (content pyramid)?

• brings continual stream from searches (new viewers)

• optimized for “SEO”

• builds authority and goodwill

• “pull” content (pulls views)

what is a hub video?

• ensures viewers keep returning and are engaged

• specialty videos expected by viewers

• regular upload sched

• ‘push’ content (want viewers to watch)

• SEO = important

what is a hero video?

• builds viewership and subscribers

• higher production costs —> highest potential for virality

• targets masses, broad awareness

• “POW” content (ie. superbowl ads, mr. beast)

• shareable

explain the “content pyramid” (help, hero, hub).

HERO

HUB

HELP

—

where UPPER HALF IS FOR DISTRIBUTION, and LOWER HALF IS FOR DISCOVERY.

what is the ‘evergreen’ video strategy?

• content remains fresh for a long time

• popular within target market

• continually brings in views

• “set it and forget it”

what is the ‘viral video strategy’?

• temporary virality potential + popularity

• unpredictable, low success

• creates emotional reaction

• shareable, easy to parody

what is tent pole programming?

• videos created around popular cultural events

• released before, during, after event

• eg. Wicked easter eggs, iPhone 12 rumours

12 types of marketing videos?

1. demo videos

2. brand videos

3. event videos

4. expert interviews

5. educational / how-to

6. explainer videos

7. animated videos

8. customer testimonials

9. live videos

10. 360 / VR

11. augmented reality

12. personalized messages

what are demo videos?

• show how product works / un-boxing

what are brand videos?

• usually apart of a larger branding/advertising campaign

• eg. mission/vision, products

what are event videos?

• highlight reel of event

what are explainer videos?

• explains why viewers should buy their product.

• usually focuses on fictional journey of a customer persona

animated videos are best for what?

• explaining complex/abstract topics

• strong visuals

what are customer testimonials (video marketing)?

case studies showing satisfied customers

(on-camera)

what are live videos?

• behind-the-scenes look at company

• +longer streams, +engagement

what are augmented reality videos?

• digital layer added to what is viewed through camera

• eg. placing pokemon IRL

what are personalized messages (video marketing)?

• responding to fans / continue a conversation

• can drive them to purchase

• eg. Old Spice YouTube

what is video SEO?

all video components affect how the vid ranks in search results.

• thumbnail, video file name, title, description, hashtags

what is social media listening?

• brands search many social media posts for KEYWORDS/TOPICS → reflect, improve accordingly

• “listening” for:

  • brand name (+misspellings), products, mentions/reviews/DMs, reviews, tagged photos, hashtags, C-suite names (competitors)

• tells WHY (vs. WHAT)

what is social media monitoring?

• tracking, responding to brand-related messages across social platforms

• tells WHAT (vs. WHY)

list tools for “social media listening”?

• google, hootsuite, hubspot, trendspottr, talkwalker, brandwatch, mention, sprout social

what are the social media objectives?

• promotion, market research

• PROMOTION: +awareness and brand loyalty through influencing desires, trial use, + purchases

• MARKET RESEARCH: collect insight for early stages, new ideas, listening to customer desires, crowdsource solutions, products, services, create polls

pros and cons of using FB for marketing?

• PROs:

  • +purchases on FB

  • strong “ad targeting” abilities

  • strong analytic insights

• CONS:

  • low organic reach (brand oversaturation)

pros and cons of using X for marketing?

• PROS: strong customer service tools + strong analytics

• CONS: $$$, limited ad abilities, short post lifespan

pros and cons of using IG for marketing?

• PROs: visuals focused, integration with Facebook (FB owned)

• CONs: no external web links in posts, mobile uploads only

pros and cons of using YT for marketing?

PROS:

• get paid for video content

• advanced analytics/video data

• uses Google’s ad platform

CONS:

• crowded/oversaturated

• learning curve for video creation

pros and cons of using LinkedIn for marketing?

PROS:

• power to establish industry leaders

• recruitment tool

• create newsletter

CONS:

• not for sales (unless B2B)

pros and cons of using pinterest for marketing?

PROS:

• strong female customer base with buying power

• direct product links

• warm leads, higher conversation

CONS:

• niche/specific audience

• ineffective for companies without ecommerce sites

pros and cons of using tiktok for marketing?

PROS:

• GOOD FOR creatives, and reaching younger demographic

• +chance of virality

CONS:

• hard to bring audience to other platforms

pros of micro influencers for marketing?

PROS:

• reach niche market, +authentic, +affordable, +engagement

CONS:

• less visibility, less control over output

pros and cons of macro/mega influencers for marketing?

PROs:

• more control over campaign

• ROI easier to define

• +professional, +efficient

CONs:

• perceived as less trustworthy

• more expensive

websites for working with influencers?

• social bluebook: determining influencer worth

• IZEA: connect w influencers/companies

• Klear: influencer marketing database

3 main reasons for social media fails?

• self inflicted

• social sharing

• media amplification

what are the aspects of optimized mobile marketing?

• responsive web design, web app

• native apps

• mobile search + advertising

• augmented reality, QR codes, NFC

• SMS messages

what is a '“responsive web design”?

• optimization for all devices

• +SEO: google boosts if site is mobile friendly (if search was made from mobile device)

what is a progressive web app?

• features like offline working, push notifications, device hardware access (eg. microphone, camera, etc)

• cross-platform compatibility

what is a native app?

• from the apple/android app store

• app developed for each platform

• full device access (camera GPS bluetooth)

• better performance

describe mobile searches.

• immediate, location-based answers

• quick answers, micro moments

• discovery, decision making

• top results —> more clicks (no scroll)

most common uses for QR codes?

• product packaging (ie instructions)

• retail (store) displays: size guides, videos

• events & tickets

• advertisements

• restaurants, museums

what is near field communication (NFC)?

• devices exchange info via proximity (eg. phone touch airdrop, compass card, apple pay, concert tix, etc)

• quick info access

features of SMS for marketing?

• promotions - products, services, offers

• needs consent

• ADDED VALUE: exclusive promotions, coupons, discounts

what is affiliate marketing (mobile marketing)?

• paid promotion —> gain commission (%)

• involves publisher (promoter), merchant, customer

• facilitated by affiliate networks

how does AI help with digital marketing?

• data analysis

• customer insights

• personalization (customized experiences for each user)

• AI content creation

• SEO improvements

• chatbots, customer service

• campaign testing (A/B, etc.)

how to write effective prompt for AI language models?

• clear and specific (length, tone, audience, format, topic scope)

• assign a role + provide context

• specify format of answer

• provide examples

• break complex tasks into steps

• refine responses

bounce rate vs. exit rate (website)?

• bounce rate: visit site, leave immediately (no meaningful action)

• exit rate: exit site from specific page (PER PAGE —> % of all page’s viewers)