EXAM 2 MARKETING 4650: MIZZOU; ESSING: FALL 2020

Why do marketers need a steady stream of new customers?

Drive Growth

Nurture into Loyal Customers

Core digitial marketing strategies

aquisition

conversion

retention

value growth

Online channel for acquiring customers

mobile advertising, email promos, social media market, seo

offline channels for acquiring customers

events, direct mail

Why is search, all forms, more effective than any other form of advertising?

customer has intent

the majority of both b2b product inquiries and regular online purchases begin with _____?

search

What are the components of display advertising?

content, structure

the components of content:

visuals, text, sound, motion

components of structure

headlines, body texts, visuals

what must be prominent in all display advertising?

brand logo

Describe the IAB:

Established industry accepted formats and publishes specifications- standard format neccesary for serving various sites

Define Ad serving

delivering ads to all types of sites

Why is Ad Serving necessary for advertisers?

if correct target market, site provides acceptable context

Why is Ad Serving necessary for publishers?

if acceptable ad, they get paid

what are the steps of ad serving?

viewer clicks on ad

identify ad as relevant and gives best reach

retrieve ad from inventory; place on site

gather metrics

What does it mean to gather metrics in Ad Serving?

collect data like time to load, impressions, etc

define programmatic display ads

automated ad buying based on specifications of both advertiser and publisher site

what are the types of ad targeting?

demographics, geographics, lifestyle, behavioral

identified users, unidentified users with predictive models

What types of ad targeting are used in traditional offline media and PPC?

demographics, geographics, lifestyle, behavioral

What types of ad targeting are used best when digital tracking is utilized?

identified users, unidentified users with predictive models

T or F: Digital tracking = precisely track users by actions

true

what are the components of a digital press release?

large amounts of info, rich media, search

Why is ad blocking a concern to the digital marketing industry?

it is costing advertisers access to viewers; losing potential customers

What can digital marketers do to combat ad blocking?

detect visitor with ad block

explain value of ad

ask for specific desired behavior from viewer

restrict/ lift restriction based on compliance

How does digital media differ from traditional?

content is always on when customer wants it; no longer determined by the marketer

define content marketing

a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action

________ of content is more important than the quantity of content

quality

careful targeting of content ensures __________.

relevance

B2B

Business 2 business

B2B content objectives

lead generation

sales

lead nurturing

brand awareness

b2c

business to consumer

b2c content objectives

sales

customer retention and loyalty

customer engagement

brand awareness

developing content marketing strategy

create content

idenitify and develop target audience

select and optimize distribution platforms

monitor conversation, evaluate content effectiveness

creating and choosing content should be guided by the core __________ of the brand, reflecting its values and beliefs

mission

a great ______ will move people to buy a product, even when the product is not the focus of the advertisement

story

how can marketers monitor and evaluate the effectiveness of content marketing?

consumption

sharing

lead generation

sales

Monitor and evaluating consumption

number of shares, channels, frequency

monitor and evaluating sharing

items shared, who, when, which platforms

monitor and evaluating lead generation

support lead generation

monitor and evaluating sales

link content to sales

relevant content for all stages of consumer journey

3 kinds of content by objective

direct promotion, thought leadership, brand building

what is the rule of one thirds in content mixes?

1/3 of each content objective is the perfect mix

t or F: Non-advertisement content is unnecessary

False

educate and convert activities are primarily ____________ in nature

rational

entertain and persuade activities are primarily _________ in nature

emotional

What kind of content is low effort and should be produced often?

promotional, micro

what kind of content is high effort and should be produced less often?

core content

t or f: many marketers do not have a formal, documented content marketing strategy

true

tips in creating content

repurpose in various channels

careful targeting ensures relevance

data driven

elements of creating a persona

develop profile of hypothetical segment member

provide name and image

financial status; payment methods

hope dreams fears

information sources used

etc

content calender

organize content, create a schedule, consistency and delegation

how does HubSpot utilize disciplined content creation to appeal to large audience?

employees produce content at the same time they maintain traditional software industry jobs, creating many posts each day

native advertising

a paid advertisement that matches the content style on the website it is published

__________ is the heart of good content

strategy

elements of Freytag's pyramid

1. exposition

2. complication

3. climax

4. reversal

5. denouncement

email vs direct mail?

email is cheaper, faster, and more effective

good email is always ______ based, not SPAM

permission

why is email best suited for viral marketing?

easy for viewers to forward an email or share it to SM

how does a marketer integrate email and social media

collect email from SM visitors

verify permission

send permission based email

communication =

development of relationships between marketer and consumer

enhanced relationships lead to

customer dialogue

email usage is predicted to decline as a result of ________

spam

opt out

permission box already clicked

opt in

visitor must click box

is Opt in or Opt out better?

Opt In

Confirmed opt in

double opt out

steps for developing a customer-focused email campaign

1. gather customer data

2. derive customer insight

3. sugest action

4. evaluate response

email service providers are helpful to...

manage email and database of consumer

T or F: email service providers have to keep marketers spam compliant

true

Checklist for creating a marketing email

1. pre header

2. subject line

3. offer/call to action

4. time deadline

5. web design

6. Can -Spam

7. virtual market

8. social media

golden triangle

put most important elements where they will be seen

define a bounce rate

undeliverable messages (% of total)

open rates decline after ____ hours

24

targeting emails:

direct marketing communications to industry/businesses that have been identified as valid prospect for acquisition or retention

customizing emails:

creation of new content, service, products based on needs of an individual

personalizing emails

creation of specialized content for known prospect/ customer

T or F: an example of personalizing emails would be saying the name of consumer

false

T or F: personalization increases open rate by 26%

true

what are the golden rules of email marketing?

relevance, respect, recipient control

define Phishing

fraud emails designed to get personal information

describe the CAN SPAM requirements

physical address

valid reply-to email

unsubscribe provision

clearly identify sender

subject line is not deception

Why do internet users frequently use search?

compare prices easily, all kinds of information and content, use specific engines to find what they want

the vast majority of b2b product inquiries and online purchases begin with _________.

search

Define the type of search: Directory Listing

Define the type of search: SEM

increase visibility in search engine result page

Define the type of search: seo

edit code and content to improve visibility without paying

Define the type of search: Paid Search

das targeted to keywords search results through programs such as google ads

Define the type of search: PPC

firms bif on keywords to obtain lucrative ad ranking

How does page rank work?

a mathematical algorithm

What does page rank indicate?

how important a page is on the web

________ are organic results based on keywords entered by user

seo

The objective of keyword bidding is to:

get the best rank at the lowest cost

SERP stands fir

search engine results page

Serp is

results of user query

universal search

returns results from multiple sources

What are the steps in the generic search process?

Query

web server

index searcher

document server

users

what types of data does google use to make search engine results relevant?

IP Address

google accounts

search history

browser chache cookies

previously clicked

geo location

desktop vs mobile

seo process:

define target market

find out what and why users search

develop search strategy with keywords

develop related content strategy

redesign site with search engines

What is a good goal for keyword density?

1--3%

common seo problems

search engine robot cant navigate site

no site map

non-optimized navigation structure

link not relevant