Marketing

Ch.14: Digital Marketing
Content Marketing
Mobile Marketing
Affiliate Marketing
Multilevel Marketing
Outbound Marketing
Inbound Marketing
Search Engine Marketing (SEM)
Search Engine Optimization (SEO)
Automation
Content Management Systems

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Impression to Expression. UGCs influence on brand-generated content. Coke's Name Swap campaign. Digital Marketing. The Digital Marketing Process: Understanding Digital Marketing (Direct-to-Consumer, Buyer Benefits, Seller Benefits, Real-Time Marketing), Preparing for a Digital Marketing Campaign (Understand the Digital Customer, and Digital Consumer Personas and how to develop them, Omni-channel navigation behavior, A/B Split Testing), Employing Digital Channels in an Omni-Channel Strategy (Online Marketing, Search-Related Ads, Email Marketing, Online Video, Viral Marketing, Social Media, Mobile Marketing), Consumer Privacy Issues in Digital Marketing (Consumer Privacy and existing regulations such as GDPR, FTC, COPPA, etc.), Content Marketing and its associated vehicles: Smart Phone Apps and Blogs. SMART Goals. KPIs. Goal of Content Marketing. Understand why Content Marketing is Important (we discussed four reasons). Know how to identify different forms of Content Marketing. Forms of Content Marketing: Online, Social Media, Infographic, Blog, Podcast, Video, and Paid Ads. Understand the importance of SEO, and using Social Media for content marketing. Understand the AIDA funnel and its three key areas: Tops of Funnel (TOF), Middle of Funnel (MOF), and Bottom of Funnel (BOF) and what actions fall in what areas of the funnel. Understand Content Marketing Strategy: Identify your target market, Set SMART Goals, Determine your KPIs, Choose Content Type and Formats, Select Content Channels, Set a Budget, Create a Publication Schedule, Create,Publish,Distribute Content, and Analyze Results. Mobile Marketing. Know the difference between desktop and mobile customers. Understand the most important aspect of mobile marketing. Know how to leverage mobile marketing. Understand Mobile Marketing Strategies: SMS Marketing, Social Media Marketing, Location-Based Marketing (GPS) (Geofencing), Proximity Marketing, Beacon Technology, and In-App Marketing. Know the difference between Display ads and Native ads. Understand Mobile Marketing Advertising Methods: Geofencing Advertising, Weather Targeting, and Audience Targeting. Understand Mobile Marketing Strategies: Website Responsiveness, Mobile App, Mobile SEM, Local Advertising, Email Marketing, Voice Search, Video Marketing, In-Game Advertising, Chatbots, Augmented Reality, Improved Customer Service, Targeted Personalized Campaigns, and Opt-In Forms. Understand the Benefits of Mobile Marketing. Be familiar with the three Emerging Mobile Marketing Strategies we discussed in class. Affiliate Marketing. Understand how Affiliate Marketing Works. Understand the different entities of Affiliate Marketing: Merchant, Affiliate, Network, and Consumer. Understand the difference between Affiliate Programs and Affiliate Networks. Understand why you should be an affiliate. Know how affiliates get paid. Know the different types of Affiliate Marketers: Unattached, Involved, and Related. Understand how to become an Affiliate Marketer. Be familiar with the five strategies we discussed on how to make money with Affiliate Marketing. Remember the pro tip I provided about converting affiliate links on a website. Understand the difference between multilevel marketing and pyramid schemes. Multilevel Marketing. Pyramid Schemes. Know the difference in products in multilevel marketing and pyramid schemes. Understand how pyramid schemes make money. Understand the warning signs of a pyramid scheme. Know how to avoid being defrauded by a pyramid scheme. Understand the differences in structures of multilevel marketing initiatives and pyramid schemes. Know the difference between Upline and Downline in multilevel marketing. Considerations before joining a multilevel marketing program. Understand the downsides of multilevel marketing. Outbound Marketing. CAN-SPAM Act of 2003. Know how to identify forms of outbound marketing. Characteristics of outbound marketing. Know outbound marketing strategies: Cold Emailing, Trade Shows, Gift Box Incentives, and Social Media Ads. Understand the Pros & Cons of outbound marketing. Inbound Marketing. Ways to apply inbound marketing: Attract, Engage, and Delight. Understand how inbound marketing works, and its advantages (Brand Loyalty, Long-Game ROI, High Conversion Potential, Highly Measurable, and Cost-Effective) and limitations (Time Requirements, Delayed Results, and Increased Competition). Understand the Pros & Cons of inbound marketing. Understand how to measure the performance of inbound marketing: Organic Website Traffic, Time Spent on Site, Bounce Rate, Backlinks, Social Media Reach, Traffic from Social Media, Target Qualified Leads, Landing Page Conversion Rate, Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), and Email Marketing. Understand why bounce rate doesn't provide a complete picture, and how to minimize it. Search Engine Marketing (SEM). Understand if/when its a form of inbound and/or outbound marketing. Understand different SEM strategies: Pay-Per-Click (PPC), Search Ads, Display Ads, Shopping Ads, Video Ads, Local Service Ads, and App Ads. Understand Market Retargeting, how it works, and when to use it. Google Display Network (GDN). Know the difference between retargeting and remarketing. Know the different types of Retargeting Campaigns: Display ads, Emails, Search, Social Media, and Mobile. Understand the limitations of SEM. Search Engine Optimization (SEO). Know the three types of SEO: On-Page, Off-Page, and Technical. Understand how SEO works: Ranking and Visibility. Understand why SEO is important. Understand how Google ranks content: Consider the five key factors, and the E-E-A-T framework. Know the three core elements of a strong SEO strategy: Technical Setup, Content, and Links (there was a lot discussed here so please refer back to your notes). Understand best practices for naming images. Marketing Automation. Know automation applications. Understand marketing automation best practices: Create a Customer Journey Map, Develop Engaging Content, Plan a Lead Management Strategy, Generate Buyer Personas, Create Behavior-Based Triggers, Use Segmentation for Personalization, Implement A/B Split Testing, Nurture Customer Advocacy, Integrate Marketing and Sales Teams, and Monitor & Analyze Metrics. Understand A/B Split Testing. Understand the benefits of marketing automation. Understand how to develop a marketing automation strategy: Analyze your Current Setup, Define Marketing Goals & Objectives, Choose Automation Benchmarks & Metrics, Map Out the Customer Journey Using the Funnel, Select the Right Marketing Automation Tools, Launch the Strategy, and Monitor,Review,and Refine. Understand the ACCL funnel and how action and automation is define in each section: Awareness, Consideration, Conversion, and Loyalty. Content Management Systems (CMSs). Know the features of CMSs: Content Creation, Digital Asset Management, Collaboration, Content Delivery, Optimization, and Integration. Understand the benefits of a CMS. Know the difference between a website and a CMS. Considerations for selecting a CMS. Understand how to identify what website is using what CMS. Understand the costs required to run a CMS. Understand how CMSs work. Understand the key features websites need. Know the difference between a fully hosted and a self-hosted WordPress installation. Understand the roles each of the following CMSs play in their category: WordPress, Drupal, Joomla, and Shopify. Know the names of some of the other CMSs. Understand the difference between Shopify and WordPress. Understand how to build a website using a CMS. Understand permalink structure, and which two structures are equally wise to use and why.