Exam 3!

Demand Generation

Demand Generation

process of expanding audience, building authority and generating interest around brand that results in high quality leads

Lead Nurturing

process of cultivating leads that are not yet ready to buy

Categories of Search Keywords

Informational
Investigative
Comparison
Transactional
Navigational

Search Engine Marketing (SEM)

Process of gaining traffic and visibility from search engines through paid/unpaid efforts

2 types of SEM

Paid Ads
SEO

Quality Score

Google's rating of the quality and relevance of both keywords and paid ads/ used to determine ad rank

PageRank

undisclosed algorithm used by Google Search to rank web pages in their search engine results

Search Engine Optimization (SEO)

process of maximizing the number of visitors to a site by ensuring that it appears high on the list of results returned by a search engine

3 Ways to do Keyword Research

-Use RELATED SEARCHES on Google
-Use Google KEYWORD PLANNERS
-Use SPYFU.COM to benchmark ad spending and keyword buying of other brands

Real-Time Bidding (RTB)

the means by which ad inventory is bought and sold on a per-impression basis via programmatic instantaneous auction

DSP

Demand Side Platform (Buy Side)

SSP

Supply Side Platform (Sell Side)

Dynamic Creative Optimization (DCO)

display ad technology that automatically optimizes ad creativity based on multivariate testing

Onsite Marketing

Activities and strategies that businesses implement within their websites (website banners, pop-ups, onsite notifications, landing pages) to convert visitors into customers

Gated Content (80%)

marketers provide information in exchange for customer name, email, industry titles, etc.

Ungated Content

allows visitors to access content without filling out any forms or providing information

Structure of Ads Manager Programs

CAMPAIGN
AD SET
ADS

Campaign

Advertising Objectives
Budget
A/B Test

Ad Set

Ad Placement
Creative Optimization
Targeting
Budget and Schedule

Ads

Ad format
Ad creative

Vertical Scaling (Scaling Up)

Increase the budget of an existing, well-performed ad campaign to reach more people and generate more results

Horizontal Scaling (Scaling Out)

Creating multiple ad sets/ campaigns targeting different audiences, ad placements or creative variations to reach a broader audience and diversify the campaign's reach

3 Strategies when Ad Impacts are Declining

Change targeting options
Change ad creative
Test a new platform

Automatic Creative Optimization (ACO)

machine-learning technology that automatically finds the best combination of creative assets to optimize performance

Sentiment Analysis

Interpretation and classification of emotions within text data

Fulfillment

The act of carrying out a customer's expectations

4 Reasons why Fulfillment is important

Rise of Direct-to-Customer (DTC)
Heightened Customer Expectations
Fulfillment Costs
Customer Satisfaction

DTC

Direct to Customer

Components in Fulfillment Costs

Operating a call center
Warehousing
Packaging Supplies
Credit Card Processing
Shipping

Relationship between fulfillment costs and customer satisfaction

sometimes higher fulfilment costs can cause shorter customer satisfaction growth so finding a middle ground is important

Omnichannel Marketing

provides customers with a seamless shopping experience from the first touchpoint to the last

Multichannel

All channels available to the consumer but are not integrated

Omnichannel

All channels available to the consumer and they are connected

Showrooming

Buying pattern with offline information search and online purchase
(visiting a store to examine a product before buying it online for a lower price)

3 Fulfillment Options

-fulfillment by Amazon (FBA)

-fulfillment by merchant (FBM)

-logistics by a third party (3PL)

Fulfillment by Amazon (FBA)

You sell an item and amazon ships it

Fulfillment by Merchant (FBM)

seller lists products on Amazon but handles storage and fulfilment

Logistics by a Third Party (3PL)

Seller lists Products on channels like Amazon and eBay but a specialist partner stores and ships to customers

2 Call Center Options

in-house

outsourcing

In-House Call Center

Advantage:
degree of control the company has over telemarketing
Disadvantage:
Time and expense of training and financial burden for call center

Outsourcing Call Center

Advantage:
Low initial investment, Fixed Operating Costs, Quick Start Up, Time Flexibility
Disadvantage:
Lack of direct control, security, employee loyalty and mass-market approach

Service Recovery Strategy

- express respect
- listen to understand
- uncover expectations
- outline solutions
- take action and follow through
- double check for satisfaction

Net-Promoter Score (NPS)

Management tool that can be used to gauge the loyalty of a firm's customer relationships
(rate experience 1-10)

Three Spheres of Sustainability

environmental, social, economic

Greenwashing

"green Sheen"
form of spin in which green marketing is deceptively used to promote the perception that an organization's products, aims or 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 commodity, and marketer requests for their personal information as an implicit social contract. This is why consumers calculate cost-benefit trade-offs when their personal information was asked

First Party Data

data collected directly from customers/ potential customers

Second Party Data

first party data collected by a partner company

Third Party Data

Collected from customers by a company that isn't directly involved in the transaction

EU AI Act (2024)

Unacceptable Risk
High Risk
Limited Risk
Minimal Risk

Unacceptable Risk (Prohibited)

Social scoring
mass surveillance
manipulation of behavior causing harm

High Risk (Conformity assessment)

Access to employment
education and public services
safety components of vehicles
law enforcement

Limited Risk (Transparency Obligation)

Impersonation
Chatbots
Emotion Recognition
Biometric Categorization
Deep Fake

Minimal Risk (No Obligation)

Remaining

4 Strategic Options for Global Marketing

Stay with Core Values
Localize Offers and Messages
Make Local Connections
Re-invent Brand Meanings

Augmented Reality (AR)

Interactive objects are layered on top of the physical environment without the ability to manipulate the augmented objects (digital information onto the real world)

Virtual Reality (VR)

Real world is hidden and the user is completely immersed in a digital experience, creating a digital simulation of a real environment

Mixed Reality (MR)

AR and VR are blended, bringing the digital and physical world together

AGI

Artificial General Intelligence