Chp 8 - Digital Marketing (Final Prep)

Chatbots (Conversational Agents)

Devices that answer questions while offering detailed information about a firm's products

Digital Marketing

Marketing that incorporates the components of e-commerce, internet marketing, and mobile marketing

E-Commerce

Selling goods and services on the internet

Search Engine Results Page (SERP)

The place where a website appears on a search engine

Adaptive Design

A process that adjusts content to the screen size of a device used to access a webpage

Cyberbait

A type of lure or attraction that brings people to a website

Mobile Marketing

Multi-channel online marketing designed to reach consumers on smartphones, tablets, or any other related devices through websites, email, text messages, social media, or mobile apps

Interactive Marketing

The development of marketing programs that create interplay between consumers and businesses

Real Time Marketing

A digital marketing program designed to reach people at peak times to suggest product purchases

Content Marketing (or Branded Content)

Providing useful information and product use solutions to potential customers

Native Advertising

Web materials that appear on a hosted website providing useful information that solves a problem in which the solution depends on purchasing a specific product

Geo-Targeting

Advertising designed to reach customers where they are located based on contacting their mobile communication devices

Remarketing

A program that re-engages individuals who have visited a site but did not make purchases

Behavioral Targeting

Using web data to identify and target individuals most likely to purchase an item

Widgets

Mini-applications embedded in a banner ads that permit a consumer access to some form of dynamic content provided by an external source other than the company where the ad resides

Brand Spiraling

The practice of using traditional media to promote and attract consumers to a website

Personalized URLs (PURLs)

A ________ web page preloaded with the customer's personal data, contact information, purchase behavior, and previous interactions with the company

Search Engine Optimization (SEO)

The process of increasing the probability of a particular company's website emerging from a search

How do consumers today rely on digital technology?

- To research products

- Make comparisons

- Read comments by other consumers

- Interact with other consumers and businesses

- To make product purchases

Digital marketing combines components of:

- E-commerce

- Internet marketing

- Mobile marketing

What are the primary changes in consumer shopping patterns?

- A shift in where, how, and when consumers examine products, companies, and brands has taken place

- The methods by which consumers physically obtain goods continue to evolve

- Consumer-to-consumer sales have increased

eBay and Craigslist are what types of marketing?

Consumer-to-consumer

Characteristics of Successful E-Commerce Sites

- Search-optimized design

- Customer-centric design

- Mobile-optimized design

- Consistent customer experience

- Channel integration

- Brand engagement

- Shopping cart abandonment strategies

- E-commerce incentives

- Offline marketing integration

Positive characteristics of Customer-Centric Design (characteristic of successful e-commerce sites)

- Easily locate merchandise

- Indexed using customer terms and not technical language

- Drill-down search function

- Unique product descriptions

- Increasing the sizes of pictures (zoom function) improves conversion rates (mobile)

Negative characteristics of Customer-Centric Design (characteristic of successful e-commerce sites)

- Thin and duplicate copy (Google issues a penalty)

- Words over pictures

- Optimal is about 4-6 products per page; white space around images enhances visual

- Too many options offered

Adaptive design causes what to occur?

Higher interactions and conversions

Why are adaptive designs important?

50% of online purchases are made on mobile devices

What are examples of Brand Engagement?

- Blogs

- Reviews

- Social Media

- Social causes that customers relate to

Personalization features

- Welcoming individuals by name

- Cookies (browsing history recorded/suggestions given

Customization features

- Locate nearest retailer on website

- Mobile phone/access to discounts - access to information that notes that an item is in stock

What are causes to shopping cart abandonment?

- Hidden charges

- Difficult in checking out

- Sites that require customers to register in order to pay

What are solutions to shopping cart abandonment?

- Show any additional costs

- Make checkout simple

- Make it easy to enter discount codes

- Provide safe checkout procedures

Common forms of cyberbait

- Financial incentives

- Convenience Incentives

- Value-Added Incentives

Financial Incentives (form of cyberbait)

- Can attract first-time purchaser or encourage former customer to return

- Reduced price

- Free shipping (most popular)

- E-coupon

True or False: Financial incentives must be meaningful and changed periodically.

True

Convenience Incentives (form of cyberbait)

- E-commerce available 24/7

- Availability of product information

- Online peer reviews

- Compared product features online

- Update and change website

- Easy to locate merchandise

Value-Added Incentives (form of cyberbait)

- Customized shopping

- Unique product information

- Lead to change of purchasing habits long term

- Personalized shopping

- Incorporates engagement tools

Examples of Value-Added Incentives

- Merchandise available online only

- Free online courses (ie. Barnes and Noble, LinkedIn)

True or False: It's better to use individual cyberbait incentives rather than combining them to lure customers back to a website.

False

Ways mobile differs from other media

- Personal (opportunity to engage customers and build loyalty)

- Can be intrusive

- Geo-location (GPS and NFC)

- Two-way communication

- Camera/video technology

- Voice recognition

- Phone sensors

Digital Marketing Strategies

- Interactive Marketing

- Content and Native Marketing

- Location-Based Advertising

- Remarketing

- Behavioral Targeting

- Blogs and Newsletters

- Email Marketing

Interactive Marketing emphasizes what activities?

- Targeting individuals (potential and current customers)

- Engaging consumers with company or product

NCR Software

Analyzes customer interactions such as clickstream data traffic or any type of customer interaction with the firm and combines it with demographic information from external and internal databases

Why do interactive marketing messages achieve greater success on mobile devices?

Messages are likely to be see during or immediately after an event

Content Marketing or Branded Content

- Information and solutions

- Authentic

- Shareable content

- Integrate content, search, and social media

- Update consistently

Sponsored Content

- A company pays someone or something else to post specific thing

- Shareable content

- Potential for negative reaction

- At a disadvantage if viewed as advertising by the public

Native Advertisement

- Hosted on a 3rd party site

- Appears to look like an articles that provides useful info to solve problem, but the solution depends on purchasing a particular brand of a product or service

Blog Elements

- Online musings

- Power of online buzz

- Can be company-sponsored

- Inexpensive way for small businesses to communicate with customers

- Should be updated 3x/week

Newsletter Elements

- Sent to 1.1 million subscribers via email

- Most subscribers are college graduates

- Offer solutions and information

- Engages subscribers with the websites

- Should be updated depending on the industry, content, target audience, and purpose of the newsletter (1x/month at minimum)