What is digital marketing?
Digital Marketing is using the internet to drive awareness and interest, generate demand, and create advocates through SM, ads, websites, and emails via engaging content and offers through computers and smartphones
What is social media?
Social Media consists of websites and other online means of communication that are used by large groups of people to share information and develop social and professional contacts
What proportion of internet users and mobile users are social media users?
- 021 billion ppl use internet 55% penetration.
- 196 billion ppl 42% on social media
- 1 million @ 68% from internet and 2.958million @ 39% active mobile social users
What social media platform has the most users?
B2C: what are the top 4 platforms in order used by B2C marketers?
Facebook
YouTube
WhatsApp
FB Messenger
B2B: what are the top four platforms in order used by B2B marketers?
LinkedIn
Twitter
Facebook
YouTube
How has Social Media shifted marketing practices?
marketers have shifted budgets and strategies to digital marketing tactics w/ greater ROI. Consumers now regard social media as a more trustworthy source of information over traditional marketing communication
What are the marketing benefits to businesses of social media?
We have seen rises in:
-Exposure 88%
What are the marketing benefits to businesses of social media?
We have seen rises in:
- Exposure 88%
- Traffic 78%
- Loyal fans 68%
- Marketplace insights 66%
- Generated leads 66%
- Thought leadership 57%
- Business partnerships 57%
- Sales 52%
What are the operating benefits of social media to businesses?
improved sales, time savings, reduced marketing costs, stronger customer experiences, and owned, earned, and paid media
What are buyer personas? How are they used by marketers?
A buyer persona is a fictional representation of an ideal customer based on market research and real data about existing customers. Customer avatar is another word for buyer persona.
What is included in a buyer persona?
Goals and values, sources of information, demographics, challenges and pain points, objections, hobbies & interests
What is meant by customer journey?
The complete sum of experiences that customers go through when interacting with your company and brand. Every experience a customer goes through up until purchase and then post-purchase
What are the 9 stages of the marketing funnel? What does each mean?
- Awareness-generating awareness
- Interest-driving engagement
- Consideration- build leads or subscribers
- Evaluation- Convert by asking for a small amount of time or money
- Decision- offer something of value that builds excitement and supports a decision to make higher-value purchase
- Purchase- customer purchase core offer, is satisfied and may be ready to buy more
- Repeat- cross,
- Loyalty- customer provides testimonials
- Advocacy- customer actively promotes brand
What tools would be most useful at each stage of the customer journey?
- Awareness- ads, SM, search
- Interest- blogs, podcasts, videos
- Consideration- webinars, email, anchor content
- Evaluation- demos, trials, specs, low-cost purchase
- Decision- community help, explanation of features and benefits, email follow up
- Purchase- cross-sell, upsell, bundle, recurring payments
- Loyalty- customer service
- Advocacy- cross-sell, upsell, bundle, recurring payments,renewal
What stages are part of an Acquisition campaign? Monetization (demand generation) campaign? Engagement campaign?
Acquisition: Social media, search and ads.
Monetization: Content and email marketing.
Engagement: Social and digital customer support. Advocacy on social media.
What do TOFU, BOFU, and MOFU mean?
TOFU- Top of the Funnel
BOFU- Bottom of the Funnel
MOFU- Middle of Funnel
What are the stages and useful tools in TOFU, MOFU, and BOFU
TOFU (awareness & interest): blogs, SM updates, infographics, pictures, digital magazines & books, audio/video podcasts, microsites, print mags & newsletters, primary research
MOFU (consideration): educational resources, handouts/cheat sheets, resource lists, templates, software, surveys, assessments, discount & coupon clubs, quizzes
BOFU (evaluation): demos, customer stories, comparison/spec sheets
What is a social media audit?
A social media audit is a series of steps taken to evaluate and optimize a business’s social media profiles and strategies. Performing a social media audit can help ecommerce businesses stay on top of their online presence.
What does one listen to and observe?
- Conversations about your company or brand
- What ppl say about the competitors
- What ppl say about the industry or category
- Tone of the community
- Different SM platforms and channels
What are the metrics used in a social media audit? What does each measure?
- > Exposure-opportunity to attend to content-total visitors, audience count (page likes/total followers), post reach/impression, CPM (cost per thousand exposures)
- > Engagement- interaction with content- time spent on site, repeat visits, bounce rates, likes (reaction), shares, comments. Clicks: CTR (click through rate) ppl who actually click the link, CPC (cost per click)
- > Influence- ability to change opinion or behavior
- > Impact- effect on the target audience- leads, conversions, Sales leads/repeat sales, app downloads, signups. CPA (sot per action)
- > Advocacy- suggest action to another user
What are text analytics and sentiment analysis?
Text analytics is the process of analyzing unstructured text, extracting relevant information, and transforming it into useful business intelligence
Sentiment analysis determines if an expression is positive, negative, or neutral, and to what degree
What are the three characteristics to consider in social media marketing?
Demographics- who
Geographics-where
Psychographics-what they are buying
What is the VALS framework?
The VALS framework measures consumer activities, interests, enduring attitudes and values: primary motivation and resources
What are the 3 types of motivation? What do they each mean?
Achievement- looks for products/services that demonstrate success to peers
Self-expression- desires variety, social/physical activity, and risk
ideals- guided by knowledge and principles
What role do resources play in the framework?
Various levels of resources enhance or constrain a person’s expression of his or her primary motivation
What is the technographics ladder? What are the active behaviors? The passive behaviors?
The technographics ladder is method that groups SM users based on their SM activities similar to demographics and psychographics, but restricted to technology behaviors
Active behaviors have groups including consumers participating in at least one: creators, conversationalists, critics, and collectors
Passive behaviors are typically in joiners, spectators, and inactives
LinkedIn is the number 1 platform for what kind of marketing, objective, leads, and content?
Marketing-
Objective- professional networking platform
Leads- 80% of SM B2B leads
Content- eBooks, SlideShare presentations, Infographics, Blog posts
What kind of content should you post on LinkedIn?
professionally relevant content
What is the 4-1 rule?
For every self-serving post, you should share four pieces of relevant content written by others (ie. text, link, video, & image)
What are FB’s advantages?
Retargeting: target ads to pp; who recently visited their business pages or websites o
Lookalike targeting: finds and targets ppl who have similar traits and behaviors with the current users (location, age range, interests and recent sites visited) helps bring our ppl’s interests and buying behaviors
What types of things can you target on FB?
Business, entertainment, family, tech, etc
What is most important in Instagram posts?
visual appearance
How is Twitter used by companies?
Search for deals–customer service–product reviews–purchase ideas
How likely are Twitter followers of a brand to purchase from that brand?
3X more likely
What are the industries with the most followers on YouTube? (Be able to name the top 5 in order.)
- Media
- Technology
- Food & Beverage
- Automobile
- Apparel
What is Pinterest?
Visual pin board-style social sharing network
What are the best days to post on social media for each platform?
Facebook: Thursday, Friday, weekends
Twitter: B2B-weekdays, B2C-weekends
Linkedin: weekdays-T,W, Th
Youtube: Weekends, Th, F
Pinterest: Weekends
Instagram: M & Th
When considering the best times to post, should it be in PT, MT, CT and/or ET?
ET or CT
What metrics would you use to measure exposure? engagement? impact?
Exposure: CPM
Engagement: CPC, CTR
Impact: CPA
What is the difference between impressions and reach?
Impressions: the # of times your post is displayed
Reach: the # of ppl who receive impressions
How do you calculate CPM, CPC, CTR, CPA-conversions, CPA-revenue?
CTR= clicks/impressions x 100 CPM= cost of promotion/ (#of exposures (impressions)/1000) CPC= cost of promotion/ clicks CPA= cost of promotion/conversions CPE=cost/exposure
What is the PPC model? Calculate clicks and costs
PPC (pay-per-click) is where advertisers create text ads that appear on the search engine results pages. They pay for the ad when people click their search engine ad and visit their website
ex 1: $1000(budget)/$2.50(CPC) = 400 clicks
ex 2: (60,000(impressions) * .018(CTR) ) * $1(CPC) = $1080 spent
ex 3: CPC/CPA*100=conversion rate
ex 4: Budget/(clicks*CPC average)= conversions
ex 5:Retail price-other costs=target CPA
ex 6: CPA/CPC=? = 1/?=% conversion rate
What are the nine different types of influencers and what is the best way to engage with each?
- Celebrity: find sponsorship opps.
- Authority: create value for their community
- Connector: help grow their network
- Personal brand: help build their reputation
- Analyst: provide new data and knowledge
- Activist: provide them access
- Expert: bring in for expert opinion
- Insider: engage in healthy debate
- Agitator: fuel the fire with substance
- Journalist: boost relationships with exclusives
What demographics groups find influencers most appealing? Least?
Influencers appeal most to Gen Z and millenials. More females than males.
Least = Fewer than 1 out of 10 baby boomers.
What is the impact of influencers in terms of emotional intensity? Memory encoding?
Influencer ads have greater emotional intensity and memory encoding. Impact of influencer ads compared to TV, Facebook, and Youtube. Emotional intensity: 277% more when compared to tv 64% when compared to Facebook, 28% when compared to youtube.
Memory encoding: 87% more tv, 182% more Facebook, 73% more youtube
What is Paid Search Marketing? What are the benefits?
Paid search marketing= promotion of websites by increasing their visibility in search engine results page (SERPS) through paid advertising. Helps people find your company, product, or event
What are the components of a paid search Google ad?
What was searched on, headlines, descriptions, path, keyword relevance, enticing and unique value proposition, obvious call to action, ad extensions.
What are the types of ad extensions?
location, affiliate location, callout, call, message, sitelink, structured snippet, price.
What is a keyword and how is it used?
key words are words that most searchers are likely to use.
- PPC = target keywords by bidding on them. using them in our ads and landing pages.
- SEO = optimize on page content, by using the keywords in the URL, title tags, body copy, image file names, and meta descriptions By building inbound links with keywords in the anchor text.
What are the different types of keyword matching?
- exact match: selects small portion of potential advertising targets. Highest likelihood of converting, 10-20% will convert.
- Phrase match: Uses phrase to match more descriptions, expands potential shoppers, conversion likelihood lower but may net more converters.
- Modified broad match: Instead of a phrase uses + signs to join words, expands potential shoppers even more, most common form used.
- Broad match: expands matches to anything remotely related to phrase, low conversion.