MKTG 4310 pt 2 from vid
4 P’s of marketing:
-Product: get the right product to the right audience
-Place: where we buy it.
-Price: If it's priced high it's viewed as a luxury, if it's priced low it's more of a commodity. This can be a big indicator of the quality of our product.
-Promotion: how things are promoted. “Selling a sentiment” example was Mercedes and the feeling of luxury
Above the line and below the line targeting:
Above: traditional more shotgun approach, billboards tv, radio
Below: much more targeted, digital channels
Porter's 5 forces theory (Chap 2/3)
Strengths, Weaknesses, opportunities, and threats affecting the organization.
Halo Effect: when you advertise your product (like a billboard/social media) and people see it and then search it on their phone
Digital Natives: people that are born after 1985. The difference between this and a non-digital native is that digital natives had to learn about the technology and determine whether they deem it useful/like it or not.
First to market vs. best to market
First to market: Myspace. Being the first to do it and owning the IP and it's pretty exclusive
Best to market: Facebook and Instagram. Being the best to come up with the idea.
Upskilling an organization or filling a skill gap: train everybody and teach them new skills. They will have the new skills and ability. Or you can hire new people that already have these skills.
Agile Development: where we do things in bits and pieces and iterate towards success and collect feedback. Might change the course of the development based on the feedback.
It depends on situation if agile or waterfall is better.
Waterfall development: map everything out that we want and than we go to market with this big waterfall concept. We just “hope” that they like everything that we did.
Minimum Viable Product: the minimum representation of what you're doing and getting people to look at it and accept and understand it. When a lot of users are adopted and many are using it at a larger scale,→
Leads into…….
Proof of concept: everybody is using the model over and over again and you have proven that this is something that is going to scale.
S.M.A.R.T. Goals
Specific, Measurable, Attainable, Realistic, Timely
Technical SEO: where you update titles, metatags, and HTML. To ensure that Google can read your page. Seo is built around keywords and search terms.
HTML Title: the title at the top of your page that's in the tab.
Meta Description: buried in the code. Appears on the search engine. When you look something up, it will show the html title and the next two lines are the meta description.
Keyword Research:
Google Ad quality score: a score of how our ads are doing. How congruent our ads are to the keywords that we are advertising for.
Programmatic advertising: where we use data and computers to target peoples data. It's not about targeting the venue, but targeting the people in the venue. The people can go anywhere.
View through conversions: who saw the ad and than went to google or social media or somewhere else and found us and then followed all the way through and made a purchase.
Return on advertising spend (ROAS): For every dollar in spending, how many gross dollars did i generate? If i spend 1 dollar, I want to receive back 5
Click-through rate: the percentage of people that see an ad and then eventually click. Clicks are divided by views.
Engagement rate: how many people scrolled or touched. (this can be shared, likes, or scroll through photos)
Customer segmentation: the process of looking at all the possible people that we can sell to and then refining it down to one segment. (who we are selling to, what type, what are they using it for)
THAN->
Personas: A representation of who is in that segment.
H1 Tag: title at the beginning of your content
H2-H8:title at the beginning of your paragraph
Keyword Density: The percentage of times the keyword is there compared to all the other words on the page.
Link Profile:
Link profiles are one of the most important factors in SEO
- Quality of the links to your site
-Quantity of the links
-Variety of pages on your site with links-deep link ratio
-How are links linking? (Images vs. Text)
-Recency and frequency of the links
TLD Types (.com, vs .org, vs. .net for purposes of ranking which is the best domain: Most of the time it is going to be .com
Keyword Research:
Step 1: create logical segments
Step 2: mine your data
Step 3: mine secondary resources
Step 4: sense check
Alt tag/Alt image tag: if someone cant see the image or they are blind, you should have some text there that describes what the image is so they can still understand what the photo is about.