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Questions and Answers
Location-based marketing targets ads to users based on their physical location.
True
What are some common ad formats used in location-based marketing?
What are the major players in location-based marketing?
Google, Facebook, Apple, and social media platforms
Mobile users searching for local businesses are more likely to make a purchase than desktop users.
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What are the major trends in online marketing according to the content?
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Social marketing is solely about advertising through new channels.
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List the five steps in the social marketing process model.
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Mobile devices are unique because they integrate many human and consumer activities, from telephoning to __________.
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What are the key features of the Internet audience? (Select all that apply)
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What are the stages in the consumer decision process? (Select all that apply)
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Low click-through rates in online advertising always indicate a lack of commercial impact.
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What does CRM stand for?
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_____ files follow users and track their behavior as they visit sites across the Web.
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Match the online marketing metric with its definition:
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Study Notes
Understanding Online Marketing Strategies and Technologies
- Key features of the Internet audience:
- Number of users online and their usage patterns
- Demographics and psychographics of online consumers
- Types of internet connections used
- The influence of online communities
- Consumer decision-making models:
- Predicting purchase behavior
- Cultural, social, and psychological factors
- Online consumer decision process: awareness, search, evaluation, purchase, and post-purchase contact
- Digital commerce marketing and advertising strategies:
- Website as a foundation for building customer relationships
- Search engine marketing (SEM) and advertising (SEA)
- Display ads (banner ads, rich media, video ads)
- Email marketing
- Lead generation marketing
- Affiliate marketing
- Viral marketing
- Social media marketing
- Mobile and local marketing
- Multi-channel marketing
- Customer retention strategies:
- Personalization
- Loyalty programs
- Exceptional customer service
- Online pricing strategies:
- Offering products for free
- Versioning (different product tiers)
- Bundling (combining products)
- Dynamic pricing (adjusting prices based on demand)
Technologies Supporting Online Marketing
- Web transaction logs:
- Record user activity on a website
- Provide valuable marketing insights
- Tracking files (cookies, web beacons, etc.):
- Follow user behavior across websites
- Databases, data warehouses, data mining, and profiling:
- Enable marketers to understand customer preferences
- Deliver targeted advertising
- CRM (Customer Relationship Management) systems:
- Store customer interaction data
- Create a centralized customer profile
Measuring Online Marketing Effectiveness
- Key metrics:
- Impressions
- Click-through rate (CTR)
- View-through rate
- Website traffic metrics (hits, page views, unique visitors, etc.)
- Customer behavior metrics (stickiness, loyalty rate, purchase conversion rate, etc.)
- Email marketing metrics (open rate, delivery rate, click-through rate, bounce-back rate)
- Low click-through rates don't necessarily indicate failure
- Online advertising can still build brand awareness and influence purchase decisions
Costs and Benefits of Online Marketing
- Online marketing is typically less expensive than traditional mass media advertising
- Online sales can be directly correlated with marketing efforts
- Pricing models:
- Barter
- Cost per thousand impressions (CPM)
- Cost per click (CPC)
- Cost per action (CPA)
- Hybrid models
- Sponsorships
Social-Mobile-Local Marketing
- Shift from traditional online marketing to social-mobile-local marketing
- Social marketing:
- Emphasis on engaging customers in conversations
- Not just a "new ad channel"
- Collection of technology-based tools for communicating with shoppers
- Mobile marketing:
- Use of mobile devices to display ads
- Highly related to local marketing
- Multi-screen world: smartphones, tablets, desktops, and television
- Local marketing:
- Targeting marketing messages to users based on their location
- Dependent on accurate mapping software and mobile device geo-positioning technologies
Measuring Social-Mobile-Local Marketing Effectiveness
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Similar to measuring online marketing effectiveness
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Key metrics:
- Fan acquisition
- Engagement
- Amplification
- Community
- Brand strength and sales### Location-Based Mobile Marketing
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A large percentage of local mobile ads are delivered by search engines like Google and social sites like Facebook.
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Key players in location-based mobile marketing include Google, Facebook, Apple, Twitter, YP, Pandora, and Millennial Media.
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Geo-aware techniques identify a user's device location and target marketing to the device, recommending actions within reach.
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Geo-targeting of ads involves sending ads based on the user's location.
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Proximity marketing techniques identify a perimeter around a physical location and target ads to users within that perimeter.
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In-store messaging involves messaging consumers while entering and browsing in a retail store, requiring precise location calculation.
Social, Mobile, and Local Marketing
- Marketing has shifted from one-way messaging to conversations with customers.
- Social marketing is about listening, interacting, and building relationships with potential buyers.
- Social media platforms are not just new ad channels, but tools for communication.
- Consumers are more influenced by conversations and opinions of their social network than traditional advertising.
- Social, mobile, and local marketing are the fastest growing marketing strategies.
The Power of Three: Social, Mobile, Local
- These marketing approaches work together and strengthen each other.
- Local businesses often target mobile users since they use their phones for searches.
- When creating a social media campaign, consider that people will be on mobile devices and might be looking for local information.
Social Marketing
- The goal is to turn potential customers into brand fans who engage with your business.
- The social marketing process has five steps: attracting fans, keeping them engaged, encouraging them to share, building a community, and ultimately increasing brand strength and sales.
Social Media Platforms for Marketing
- Facebook: Encourage people to follow your brand page and use features like reactions and ads.
- Twitter: Use promoted tweets and trends to reach a wider audience.
- Pinterest: Create boards with visually appealing content to showcase products and drive traffic to your website.
- Other platforms like Instagram, LinkedIn, and Snapchat also offer marketing opportunities.
Mobile Marketing
- Mobile marketing uses smartphones and tablets to display ads, videos, coupons, and more.
- Mobile devices are unique because they combine various activities like communication, entertainment, and shopping.
- There are now almost as many tablet users as smartphone users.
- Most mobile time is spent using apps, so marketers need to place ads there.
- The future is multi-screen: consumers will use different devices (phones, tablets, desktops) throughout the day.
- Marketing needs to adapt to the device a consumer is using and maintain consistent branding across platforms.
- Mobile marketing uses similar formats as desktop marketing, just smaller and more convenient for on-the-go users.
- You can measure success using the same metrics as social marketing and traditional web analytics.
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Description
This quiz covers the basics of consumer behavior and purchasing online, including key features of the Internet audience and factors that impact buying decisions.
