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Interactive Marketing-- Quiz 2
Display Advertising, Paid and Natural Search, Email Marketing
82
Marketing
Undergraduate 4
01/18/2016

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Cards

Term
Online Advertising
Definition
Search Marketing
Display Marketing
Term
Display advertising in customer Lifecycle
Definition
o Awarness (primary)
o Key piece of awareness is acquisition… display advertising does a good job of this
o Low burden, question of how much of an impact
o Interest (secondary)
Term
Static Banners
Definition
one frame with CTA link
Term
Interstitials
Definition
large full page size ad unit the user must view before reaching destination page, can bug audience b/c they are in way of consumer’s task
Term
3 Things Banners are Designed to Do
Definition
1. Connect w/ target market, 2. Encourage Action, 3. Drive ROI,
Term
Animated Banners
Definition
GIF’s or JPEG’s, mutiple frames, Creat animation effect (looped automatically, 3X’s),
Term
Display Ads- REACH
Definition
• Place display ads on websites frequently visited by target audience
• Virtually Unlimited Reach—“there are more sites in the world then there are people”
Term
Display Ads' RELEVANCE
Definition
• Messages can be customized on—site, section of site, location, day of week, time of day, re-targeting (showing ad again to customer on a different page)
• Pay for performance—save your impressions for those that are hungry
Term
Relevance Targeting Methods
Definition
Run of Media
Inferred Data
Registration
Term
Run of Media
Definition
maximum reach, minimal relevance, *lowest CPM
Run of network, site, channel, section, contextual targeting
Term
Run of network
Definition
~Run of Media
(Awareness)—reaches those who accesses any site in a network, anywhere that isn’t sold
Term
Run of Site
Definition
(Awareness)—reaches those who access any page within a site, any advertising that isn’t sold within a site
Term
Run of Section
Definition
(Interest)—Targets those who access a specific section within a site
Term
Contextual targeting
Definition
(Interest)—targets whose who are searching for specific content (keywords based)
Term
Inferred Data
Definition
more accurate/relevant than Run of Media & higher cost per impression vs. ROM
Behaviorial targeting, retargeting, look-alike targeting, audience targeting,
Term
Behavioral Targeting
Definition
(Interest) – reaches through search terms, content viewed, not viewed, referring site
Term
o Retargeting
Definition
(Interest)—reaches those who have expressed interest in an offering on a previous site
Term
o Look-alike targeting
Definition
(Interest)—targets those who look like target audience based on online patterns, “those who like this, will like that”
Term
o Audience targeting
Definition
(Interest)—combo of previous 2 methods, offers day of week and time of day targeting
Term
• Registration / Volunteered Data
Definition
Most accurate form of targeting based on information collected during online account creation/email sign-up/eCommerce orders, lowest reach highest relevance

Demographic, Geographic, Social
Term
demographic targeting
Definition
Interest/Trial)—targeting based on gender, age, education level, ect.
Term
Geographic Targeting
Definition
(Interest/Trial)—targeting based on user location
Term
Social Targeting
Definition
(Interest/Trial)—social media connections and interests, using social media sites—more information is available to the marketer
Term
Best Practices of Display Advertising
Definition
• Choose sites appropriate for the target market
• Keep message clear and simple
• Keep file size small to ensure quick loading
• Have effective call to action
• Make sure destination page enables proposed action to be taken
• Take advantage of measurement and optimization opportunities – early and often (A/B testing)
Term
Display Advertising- Consumer Life Cycle- INTEREST
Definition
• Click-thru’s— how many times ad was clicke don
• Click-thru rate -- % of times an ad was clicked on / # times shown
• Pages views per session-- # pages viewed by advertising leads
• Time spent per session—Amount of time spent on site by advertising leads
• Engagement behaviors: brochure downloads, appointment requests, ect. – can assign points values to these behaviors based on value to measure impact
Term
Display Advertising- Consumer Life Cycle- AWARENESS
Definition
• Impressions (CPM)—how many times an ad was shown
Term
Display Advertising- Consumer Life Cycle- TRIAL
Definition
• Online orders-- # orders generated by advertising leads
• Online revenue – amount of revenue generated by advertising leads
• Online conversion rate-- # leads that order / total # leads
• Phone orders—phone orders generated by advertising leads
Term
Display Advertising- Consumer Life Cycle- LOYALTY
Definition
• Account sign-ups-- # of account signups by advertising leads
• Email program sign-ups-- # email signups by advertising leads
• Loyalty program sign-ups-- # loyalty program sign-ups by advertising leads
Term
Display Advertising
Awareness is measured by..?
Definition
Impressions
Term
Display Advertising
Interest is measured by...?
Definition
Clicks or Click Thru Rate
Term
Display Advertising
Trial is measured by....?
Definition
o Sales, Orders, ROI
Term
Display Advertising
Loyalty is measured by...?
Definition
o Repeat Sales, Orders, ROI
Term
Advantages of Paid Search
Definition
o Better response since majority of clicks are based on true relevance
o No variable cost
o Good long term marketing solution
Term
Disadvantages of Paid Search
Definition
o Ranking is difficult to predict
o Results are not immediate
Term
Advantages of Natural Search
Definition
o Immediate results based on bidding
o Pay for performance model (only pay when you get a lead)
o Costs easily managed via daily caps
o Unlimited keywords
o Ability to test (keywords, ad copy landing pages, etc)
Term
Disadvantages of Natural Search
Definition
o Easy to loose desired position
o Can lead to bidding wars
Term
Ways to improve Natural Search
Definition
URL, Relevant Content, Title and Meta Data, and Inbound Links
Term
Improve natural search ranking through inbound links by...
Definition
o Maximize number of sites that link to your site, i.e. a referral
o Search interpret higher number of inbound links with authority/credibility on topic
o See who is linking to your competitors and then see if they will link to you
Term
Improve Natural Search ranking through URL by...
Definition
o Descriptive: make sure URL uses words that describe product/service, i.e. selling ice fishing guides → icefishingguides.com
o Relevant: use popular and relevant terms
Term
Improve Natural Search ranking through Title and Meta Data by..
Definition
o Relevant Title Pages, and media content
o Meta Data = data that describes other data, i.e. spiders can’t read text on graphic/ describe pictures
o Title, description, and call to action link come from meta data
Term
Optimizing for Natural Search:
Definition
1. Define Target Market
2. Identify keywords TM would use to identify product
3. Make sure site includes them in: site content, page titles, URL's, and Meta Content
4. Increase inbound links to your site
5. Implement Paid Search to complement Natural Search
Term
o Keyword Density:
Definition
• Number of times a particular keyword/phrase appears on a page divided by the total number words on that page,
• Sites with higher keyword density for a keyword search phrase, will appear above sites with lower keyword density
• To improve search results, increase keyword density of the most popular and relevant words used to describe your product/service
Term
• Location Ad Extensions
Definition
o Promote local place of business, address with maps, links to popular places on website
o No extra costs, but click charges may apply
o Used to drive customers to the physical location
Term
• Call Ad Extensions
Definition
o Drives customers to call
o PHONE NUMBERS
Term
• Offer Ad Extensions:
Definition
o Up to 4 URL’s
o Drives customers to page of interest (home page bypass)
Term
• Product Ad Extensions
Definition
o Promote products and drive online transactions
Term
• Social Ad Extensions:
Definition
o Includes number of brand followers or allows you to be +’ed in to a Google+ Page
Term
• Communication Ad Extensions
Definition
o One-step form to sign up for alerts, updates, newsletters
o Form data could include email, zip, or name
Term
Search Advertising-- Reach
Definition
• FINITE OPPORTUNITY—you have to get people to define what people are searching for, you cant get customer to search for a product that they don’t know exists
Term
Relevence - PAID SEARCH
Definition
o Title, tagline, & CTA link targeted based on: Keyword phrase, location, age, sex, day of week, time of day
o Use relevance to reduce cost, so people aren’t clicking on your link when they are searching for something else
Term
Broad Match
Definition
adwords appear in any order
Term
Phrase Match
Definition
adwords appear in order
Term
Exact Match
Definition
adwords do not appear in order
Term
Negative Match
Definition
no"-" sign

jordan - shoes
Term
Paid Search
Ad position is based on
Definition
• Cost per click (CPC)
• Ad Ranking
o Click thru rate
o Landing page experience
o Ad relevance—keywords must make sense
o Ad extensions—location
Term
Paid Search Optimization
CLICKS and how to improve
Definition
• Vary keywords, geo targeting, day parting, day of week parting, varying search results titles, descriptions and call to action

Measures Interest
Term
Paid Search Optimization
CLICK THRU RATE and how to improve
Definition
• # of times paid search ad was clicked / # times it appears

Measures Interest
Term
Paid Search Optimization
BOUNCE RATES and how to improve
Definition
• % of time a paid search ad was clicked on, sending a user to user to a webpage, but no further
• Vary the keywords, search results titles, descriptions and CTA links
• Vary the landing page (images, copy, call to action messaging)
Term
Paid Search Optimization
PURCHASE INTENT and how to improve
Definition
• # of times paid search visitors begin the shopping cart process (ie placed item in cart)
• Vary the connection between the landing page and the top of the purchase funnel (ie minimize clicks)

Measures Trial??
Term
Paid Search Optimization
COMPLETED PURCHASE and how to improve
Definition
• Number of times paid search visitors complete a transaction
• Make minor changes to the shopping cart process to improve the conversion rate
Term
Email vs. Direct Mail
Definition
• Cheaper
• Faster
• More effective
Term
Email Marketing - Consumer Life cycle
Definition
• Awareness
• Trial
• Loyalty
Term
3rd generation Email
Definition
• Customer engagement
• Focus on indicidual
• Content is personalized
• True 1:1 ratio
Term
Advantages of Email for the Marketer
Definition
• Creates a true 1:1 channel with customers
• Can be done quickly and cost effectively
• Can be made relevant for customers (location, preferences, purchase behavior)
• Can be measured and optimized via A/B testing
o Open rates (A/B test subject line, from address, time of send)

o Click thru rates (A/B test creative, offer copy & call to action)
Term
Advantages of Email for Consumer
Definition
• Convenient way to gain access to desired brands
• Provides timely news and promotional deals
• Gives customer voice in what they receive and how, Types of emails, Products or services of interest, Frequency
• Offers the right to end relationship at any time
Term
Opt-out Email
Definition
visitor does not “uncheck a box”
Box is automatically checked
Term
Opt-In Email
Definition
visitor proactively checks a box
asked if they would like to receive emails
Term
Double Opt-In Email
Definition
Visitor proactively checks a box and sent an email asking them to confirm consent by replying

Use for luxury brands
Term
Confirmed Opt-In Email
Definition
Visitor proactively checks a box and sent an email to confirm consent, but no reply is required
Term
Email Sign-up best practices
Definition
• Make it easy to find
• Require minimum amount of information and provide option to provide more for those who are interested
Term
What is required for an email to be sent?
Definition
• Subject line - brand name and offer
• Offer – relevant, compelling, time bound
• Creative – engaging and motivating
• Layout – offer “above the fold”
• Call to action – clear and inviting
• CAN-SPAM:
o Reply to email address
o Unsubscribe/Opt-out option
Term
Email Best Practices:
Definition
1. Grow a data base
2. Plan a calander
3. Create and Send
4. Measurement and optimization
Term
EMAIL
Grow database
Definition
• 1. Best customers:
o Incentives—exclusive offers (product/brand) and access (information)
o Socliciation—brand’s website, social media destination
• 2. Good customers:
o Incentive—financial reward, deals, promotions
o Solicitation—website, social media, coupon/deal sites, search engines
• 3. Prospects
o Incentives—Financial (with upside), Prizes (wide acceptance and high chance of winning)
o Solicitation—promotion website, promotion social media site, search engines
• 4. Fringe
o Incentive—product related, needs to include rich offers to drive trial
o Point of solicitaiotn—rented email list, affiliate sites, i.e. linkshare
Term
EMAIL
Plan a calendar
Definition
• Plan calendar strategically so that when you are sending out good offers they do not shut down your system/flood email
• Make sure calendar makes sense for your business goals, if you need to make your day send out incentive email
• Have resources to A/B test
Term
EMAIL
Create and send
Definition
• Gather content—subject line, copy, images, CTA links, text version, scend list
• Build Email—upload content into email builder
• Create Send List—Start w/ master list and segment to increase relevance based on, geography, preferences, and purchase behavior
• Test and Send – test email on various platforms and versions, schedule time and date, and set throttling
• THROTTLE: 1,000 go out every minute so it doesn’t break the website
Term
EMAIL
Open Rate
Definition
o Factor—compelling subject line (biggest influencing factor)
o Measure—number of emails opened / # emails delivered
20%
Term
EMAIL
• Click thru rate
Definition
o Measure-- # of clicks within emails / # emails opened
o Factor— compelling offer, creative, copy, clear call to action
Term
EMAIL
• Click to purchase
Definition
o Measure: # purchases / number emails opened
o Factor: shopping cart
Term
EMAIL
• Refer a friend rate
Definition
o Measure
o Factor—compelling offer, clear/easy call to action
Term
EMAIL
• Opt-out rate (30%)
Definition
o Measure—opt out clicks / # emails opened
o Factor—frequency and relevance of emails
Term
EMAIL
Hardbuonces
Definition
emails that are undeliverable
Term
Softbounces
Definition
emails undeliverable at a specific time
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