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| Do Marketer Media options depend on brand objectives? |
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| What is least effective one for promoting loyalty was _____ |
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Creating familiarity
-Good for promoting consideration |
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| Promoting consideration, driving purchase intent |
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| Media Options for stages of where customer is at |
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Initial Consideration set > Company - driven Marketing
Active evaluation > Past experience
Closure > Experience of peers |
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| set of associations that allows it to earn more and have sustainable advantage |
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| Favorability, strength, uniqueness |
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- Interactivity
-Attention and engagement
- Targeted Marketing
- Information Driven Marketing Programs
- Integrated with offline brand-building |
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| Review slide 25 of chapter 5 |
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| Good For building awareness |
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| Interactive videos , customer testimonial |
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| Consideration stage (Good For) |
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| 4 elements of video marketing strategy |
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Definition
1. Publish
2. optimize
3. promote
4. analyze |
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| What makes a video effective? |
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1. Compelling Stories
2. Content relevant to audience
3. Creative process - no firm rules |
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| What makes good video content? |
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Definition
-Decide what type of content
-Clear marketing objectives
-Understand target audience
-develop relevant content
-integrate, disseminate it across channels |
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Term
| Optimize for video search visibility by... |
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Definition
Using relevant keywords-title
Text Wherever possible
Tag, Description, anything else site allows
Good TItle
Optimize Video and Page URLs
Encourage user ratings
Consider submission services
Keep it brief |
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| Ways to promote your video |
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Post on all channels
Reach out to business partners
Be active in social space |
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| Measurement of Video Efficency |
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| Completion rates, fast forwards, abandonment, comments, ratings, placements, posted by others, mashups, parodies |
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| number of times the video is posted with unique URL |
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Display ads
search ads
ads on social and mobile networks |
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Data-driven demographic
Behavioral
Contextual
Channel
Geographic
Re-Targeting |
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| Which type of targeting is best? |
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Definition
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| Types of Behavioral Targeting |
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Definition
Targeting Identifies Users
Targeting Unidentified users
Targeting W Predictive Models
Specialized databases > Specific Behavoriors |
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| Other Acquisition Techniques |
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| Events, publicity, affiliate, portal and viral marketing |
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Other sites link to yours to sell mercy
Afflilate sites receive traffic not likely to get otherwise
Low costs, but limits to success |
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Preferred placement on specific pages on a larger site
Not as common now as early in web
Can be effective in reaching a specialized target audience |
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