Digital Marketing Final

black hat email marketing

unethical and manipulative tactics used to improve a website or brand's visibility quickly.

- obtain email list by scraping the web or purchase lists

- medical, pornography, political causes

white hat email marketing

obtain email list/address from the customer

send emails: product specials, information, media content, emails need to be opted in

spam policing

email providers, spam reporting agencies, filters

how email providers police spam

analyze your usage(open rate, hovering, reporting), stop delivering spam mail

how spam reporting agencies police spam

spam traps: pristine (never used)/non-pristine ( previously deleted)

how filters police spam

all caps, spammy content, financial information, poor html coding, exclamation marks

email parts

subject line, ad copy, unsubscribe

email subject line

initial attraction, straightforward, avoid selling

email ad copy

appropriate format (images vs text), test and link (ex: try a different format and see what works)

unsubscribe

can't be deleted, easy to find, collect additional informational when they can

triggered emails

abandoned cart, in-store purchase, past purchase

abandoned cart email

remind customer of product, offer coupon?

in-store purchase email

receipt, complimentary products

past purchase email

provide a review, provide feedback on experience

onboarding email

new sign-up should always receive a welcome email

- less knowledgeable, mroe curious, more responsive

sostac plan

situation analysis, objectives, tactics, actions, control

mickey cloud

works at the sasha group/ vayner x, social media is at the center, where attention is today and where brand story starts

the old model according to mickey cloud

paid-owned-earned

the new model according to mickey cloud

owned-earned-paid

(organic social is starting point, relevance drives momentum, paid amplifies best creative)

doing social media

more than talking at people

paid advertising

beyond "tapping boost", brands should be looking for a way to get consumers to convert

brands not taking advantage of paid advertising is like:

going to the gym and only using one arm to lift

reputation management

social monitoring and social listening

social monitoring

strategy for how to respond to specific posts and reviews

social listening

gaining insights from posts, comments, and feedback from across the web

why should brands use social media?

1) stimulate demand

2) shorten the sales cycle

3) create 2 way value

4) establishing a relationship

paid media

social media ad, influencer marketing, affiliate marketing

owned media

marketplace, social media profiles, podcasting, youtube channels

earned media

social media sharing, reviews, search engine optimization, press coverage

social media plan

determine the objective, choose the platform, plan the content, distribute and promote content, measure success

utilitarian content

something that can be used: discounts, product info/training, contest/drawings

socially valued content

connection to a cause: following a political party, connected to a religion

repurposed content

created for one thing, but can be used for something else

user-generated content

real ppl recommending

co-created content

multiple brands create one single post

curated content

earned media story that you repost

facebook

community building, less emphasis on search, more emphasis on brands you follow already, versatile, lots of diff types of content, first to monetize

x (twitter)

information dissemination, timely (algorithm values recency), new audiences, new interactions

linkedin

"selfish" in nature, NOT a resume board, connection-provider

instagram

simple, inherently mobile, confined, algorithm but also timely

youtube

the library of video, search-centric, versatile, personal connections, timeless video

snapchat

video meets real life, youthful, video-view driver, mimics real life interactions

tiktok

8th most used social media platform in the world, most engaging, pleasure/entertaining is leading use, content is everything, engaging and timely, effective for reaching their business goals

mobile constraints

less information, slow typing, fat-finger clicking, slower processor, slower internet connection

mobile behavior

• "What can you do for me right now?" >Impatience

• "Let me check." > quicker to make a decision

• "Ooh, a video!" > rich media is equally effective

• "Where?" > Location matters for mobile users

mobile application design

sufficient resources, communicable benefit, installation occasion

how has the advertising changed

in the past, advertising worked because of little information, limited product choice, limited store choice

now, options are endless info (who the ceo is), unlimited product choice, unlimited outlets

(because of this marketing is simply too important to be left to just the marketing department)

integrated marketing redefined

a laser-like focus on the customer throughout every part of a company from development to after the sale

consumer decision journey

trigger leads to initial consideration, leads to active evaluation (info gathering, shopping around), leads to moment of purchase, leads to post purchase experience (ongoing exposure), leads to either a loyalty loop where you go back to the moment of purchase, OR leads to another trigger moment.

digital strategy

the process of identifying, articulating, and implementing digital opportunities that will give your organization a competitive advantage

why every brand needs a digital marketing strategy

-gives you a target

- integration is key

- better equipped for wise choices

- optimization

- keep an eye out on competitors

- insight into the future

smarter goals

specific, measurable, actionable, risky, time-keyed, exciting, relevant

5 pillars of a digital strategy

listening, content, engagement, integration, measurement

listening pillar of digital strategy

industry, competitors, and consumers

content pillar of digital strategy

is it relevant? does it provide value?

engagement pillar of digital strategy

how does your target market want to interact with you?

integration pillar of digital marketing

more than sales; connected throughout all parts of creation of the product

measurement pillar of digital marketing

rethinking and reemphasizing ROI

charlie sells

brand positioning and marketing strategist

how does SEO work?

seo is a long term play, not just for blogs: can be used to help discover new products, tools, for everyone (not just the big guys)

Ai improves ad targeting in two ways

does a better job of excluding non-buyers that see ads

concentrates ads on the buyers who are most ready to purchase

ai optimization metrics

there is potential for the AI to optimize the wrong metrics, like typing in the wrong address on apple maps and it leads to the wrong place the correct way

AI attribution bias

if ppl were going to make the purchase regardless of seeing ads or not, then concentrating dollars on the buyers wastes money

Segmentation and Targeting

determining which customers you will serve

One-to-One Targeting

Create over-time ties with consumers