Media Management Notes PDF

Class 1 -- Customer Journey & Messy Middle ========================================== **[CUSTOMER JOURNEY]** - Awareness -- consideration -- decision -- use -- loyalty - Funnel approach - Personal, individual experience for each person **[Google's Messy Middle -- more flexible custome...

Class 1 -- Customer Journey & Messy Middle ========================================== **[CUSTOMER JOURNEY]** - Awareness -- consideration -- decision -- use -- loyalty - Funnel approach - Personal, individual experience for each person **[Google's Messy Middle -- more flexible customer journey]** - Trigger -- gets u into the market, general problem - A diagram of a diagram of a business Description automatically generated with medium confidenceoff and in market ---------------------------------------------------------------------------------------------------------------- - Non-linear journey, organic - People enter and leave markets all the time for various reasons - Main idea: decrease distance between trigger and purchase - More accurate model of decision making - Takes into the account the surge of algorithms **[Difference between linear journey and messy middle ]** - Linear (take control - ensuring your brand is present and effective at each clearly defined stage of the consumer decision-making process) vs nonlinear approach (algorithm optimized - influenced by emotions, biases, and external stimuli, modern consumer journeys are heavily influenced by digital platforms, which use algorithms to shape and guide decision-making processes) - **Demand generation**: awareness, create the need, get into people's minds, launching campaigns abt sth exclusive, showing brand image, sth u stand for, customers are missing out on not having your product, not sell but put brand out there, why is your business better than others, very important for b2b, stay on top of mind, ROI + ROAS (delayed) - **Lead generation**: DECISION, demand leads into a purchase, good for b2c (have customer base, activating them), faster ROI + ROAS (return on ad spend) - Soft conversion- signing up for something, not giving money to company, keeping in touch (popular in B2B) - Hard conversion -- purchase Class 2 -- Meta & social listening ================================== What's meta? - Instagram, threads, facebook, what'sapp - Fits in all stages of customer journey  **[Where does Meta stand out?]** - Functionalities - As an ad platform; targeting, formats, tracking - Cross-platform campaigns - Organic audience - Large user base - Large variety of interests/industries/ markets/social bubbles - Shopping/store - Businesses can put products up for sale directly **AWARENESS STRATEGIES** - ORGANIC - Content types: engaging posts, stories, reels & live videos - Best practices: consistent posting, storytelling & brand voice - *ALL ABOUT THE BRAND:* *demand generation* 1. Trends & niche hashtags 2. Post consistently, mix of different content 3. Create engaging stories/reels 4. Collaborate with influencers & ambassadors 5. UGC -- user generated 6. Engage with followers & non-followers 7. Host giveaways & contests - PAID - Ad objectives: brand awareness & reach - Ad formats: video, carousel & sponsored posts - Target options: broad audience & interest-based targeting - BUDGET \| RELEVANCE \| BIDDING - Campaign performance is dependent on how relevant content is. BRANDING CONTENT - Copywriting, visuals & targeting all play role - BUDGET - Cost per mile -\> advertiser pays for one thousand views or impressions of an advertisement. - [AD SPACE BIDDING] - pay to ensure as many people within target audience see your relevant ad & remember it - KPIs (organic & paid): reach \| impressions \| engagement rate \| brand recognition **CONSIDERATION** - ORGANIC - Content types: educational posts, behind the scenes & FAQs - Leveraging engagement: responding to comments & using polls & questions in stories - [Engagement through education] - Testimonials & case studies - Informational content types - Show product features - Building trust - Engage with followers and non-followers - KPIs: engagement, website traffic via organic sources - PAID - Ad objectives: traffic, engagement, video views & (lead generation) - Ad formats: lead, video & stories - Targeting options: custom & lookalike audiences, retargeting - KPIs - CTR, clicks, CPC & conversion/leads REMARKETING! - INFORMATIONAL CONTENT - Demand created -\> make it a lead - Content similar to organic - Bring users to website - optimize clicks on ad - Product features, comparisons & details USPs - KPI(s) -- CTR, clicks, CPC (cost per click), certain types of conversions/leads **CONVERSION** - ORGANIC - Content types: testimonials, case studies & product demos - CTAs: encouraging followers to sign up, check something & make a purchase - Organic conversions - happen when user is already fan / convinced - Disadvantage of meta - hard to link sites unless via ads - KPIs - leads / purchases via organic sources - PAID - Ad objectives: lead generation & purchases - Ad formats: dynamic, lead, product catalogue ads - Targeting options: retargeting web visitors & abandoned cart users - KPIs - conversions, conversion rate, Cost-per-Acquisition, ROAS STEAL THE DEAL - Ideally - targeting people with the mindset to buy - Lead generate - Strong CTAs, last nudge to convince customer - Data & analytics work hand in hand, your best friend - KPIs- Conversions, Conversion Rate, Cost Per Acquisition (CPA), (Return on Ad Spend (ROAS)) **USE & LOYALTY** - ORGANIC - Content types: loyalty programs, exclusive content & UGC - Engagement tactics: FB & IG groups, responding to DMs, sharing UGC - Kiko - PAID - Lead gen & conversion strategy trying to get loyal customers to buy again - MAKE PROFIT FROM INVESTMENT IN PREVIOUS ADS (*that then lead to now loyal consumers to buy*) **SOCIAL LISTENING** Process of monitoring digital conversations to understand what customers are saying about a brand, product, or industry Elements - Tracking mentions of your brand across social media platforms - Analyzing sentiment (neutral, positive, negative) - Gaining insights into customer behavior and trends Why is it important? 1. [Customer insight]: understand wants and needs 2. [Brand reputation]: detect issues, prevent crisis 3. [Competitive advantage]: see competition and trends 4. [Content ideas]: what's resonating with audience 5. [Product feedback]: real-time feedback for improvements How does it work? - Tracking keywords & Hashtags -\> mentions, product names, competitors, industry keywords - Analyzing sentiment -\> if the conversations are good, bad or neutral - Identifying trends -\> recurring themes, emerging trends, or viral content - Acting on insights -\> adjust strategy, improve products, or address customer pain points based on insights Tools - Algorithms, natural language processing -\> social media channels, websites, blogs, and online communities - Interpretation - Accuracy -- depends - **Hootsuite**: Tracks mentions, conversations, and sentiment across platforms. - **Brandwatch**: Provides deep social insights with real-time data. - **Sprout Social**: Combines monitoring with listening to provide actionable insights. - **Mention**: Real-time alerts for brand mentions on social media. - **Talkwalker**: Advanced listening and analytics for broader conversations. Class 3 -- Diving into social media =================================== - TIKTOK/PINTEREST/LINKEDIN - **Cross-platform**- everything mix, a lot of time and moneyA group of symbols on a white background Description automatically generated with medium confidence - **One channel** -- different campaigns, same platform - Choice depends on business u are working for AND how much money you have **COMMONALITIES -- between social media platforms** [General structure] - Paid and organic options for creating content - Ads manager structures- campaign -\> ad set -\> ad - Pixels for websites - Tracking conversions on website - Audience insights - Targeting options for paid are available A black text and a white background Description automatically generated **Pixel**- piece of code, helps tracking, put on every page, record the user behavior information of people who landed on a web page through an ad - Information from cookies is sent back to the ads platforms (TikTok- TikTok pixel, LinkedIn- LinkedIn Insight Tag) - Conversion tracking (see campaigns that bring in leads) **Accept Cookies** - Track online activities through small text files stored in user's browser - Helps website remember preferences, maintain login sessions, track behavior across sites - Store info like geographic location, device details, actions taken on the site - PURPOSE: Personalized user experience, enabling targeted advertising, supporting website analytics - [First party cookies] -- set by website the user is visiting (security, language settings) - [Third party cookies] -- created by external services or advertisers (pixels and ad tags, Google analytics, Hotjar) \| [Thanks to PIXELS ] - Info from cookies is sent to ad platforms - Conversion tracking (which campaign brings in leads) - Audience insights (what kind of people browse your site that are also on the ad platform) - Remarketing (create audience that u want to target with a campaign that was on your website) **PLATFORMS** **TIKTOK** - Good when looking for large and engaged audiences - Video - B2C -- heavily commercial - Awareness focused - Get stuck - Young audience, but older generations also - Large investment (min 50€ per day) [Strategy (organic)] - Standard social strategy - Post consistently - Hashtags, utilize trends - Cater to community [Strategy (paid)] - In-feed ads - A screenshot of a child Description automatically generated - Brand takeover -- opens w/ app, shows briefly before going to FYP, full screen ad -  - Top view ad -- first in-feed post after 3s, brand exposure - A screenshot of a mobile app Description automatically generated **PINTEREST** - Users are looking for ideas, inspirational - Content lives longer - Images, videos, aesthetic - B2C - Popular with all groups, Gen Z fastest growing - Tendency towards female users - Can also work with keywords - It can cover all bases, depends on industry [Strategy (organic)] - Keyword research - Create at least 10 boards related to niche - Upload pins in pin format - Be consistent [Ad creative options ] - Standard ads (Awareness) - Video ads (Awareness) - Showcase ad (Awareness / Consideration) - Idea ads (Consideration) - Quiz ads (Consideration / Conversion) **LINKEDIN** - B2B - User base= professionals, entrepreneurs, corporate people - Content is largely expected to reflect professionalism - Very narrow targeting possibilities (by job title) - (Comparatively, nobody puts job titles on Facebook) - Very expensive in advertising (CPC roundabout 5€) [Strategy (organic)] - THOUGHT LEADERSHIP: sharing knowledge in an industry as a reliable expert, knowledge posts/tutorials/webinars, help community grow & builds trust with audience - B2C business: promoting product is not best, GIVE INSIGHTS INTO BUSINESS WINS/HIGHLIGHTS/ACCOMPLISHMENTS/ CORPORATE SOCIAL RESPONSIBILITY to connect better on professional lvl [Ad formats] - Single image ads (post types) & carousel ads - Sponsored messaging = now available in EU - Lead gen forms - Dynamic ads Class 4 - Search engines as a digital touchpoint ================================================ **SERP** (search engine result page) - Sponsored results tagged as such (ads) - Everything not tagged as sponsored is organic - Sometimes there are featured snippets e.g. Google Answer Boxes or a definition, \... +-----------------------------------+-----------------------------------+ | Organic Search Results | Paid Search Results | +===================================+===================================+ | - Title | - Headlines | | | | | - Meta description | - Descriptions | | | | | - (relevant sitelinks) | - Callouts, sitelinks, image, | | | and other extensions | +-----------------------------------+-----------------------------------+ **SEARCH INTENTIONS** +-----------------------------------+-----------------------------------+ | "Wedding trends 2024" | "Buy wedding dress" | +===================================+===================================+ | - Awareness | - Conversion | | | | | - Has entered the market | - Is guaranteed in the market | | recently | | | | - Clear intent to make purchase | | - Intention is informational | | | | - Target audience very clear, | | - Could be a wedding planner or | likely the bride | | bride | | +-----------------------------------+-----------------------------------+ **SEARCH VS. SOCIAL**  **SEO** (search engine optimization) - Process of improving your website to increase visitors from Google/Microsoft/Bing... - Organically improve criteria of ranking on the search engine result page **SEA** (search engine advertising) - Placing advertisements on the search engine results page (or services related to search engines) - Paid placements at the top of SERP (depending on ad auctions/bidding) SEARCH ADS (advertising on Google) - Search Engine Marketing: mostly used in **consideration and conversion** strategies - Intent for searches makes it very clear when someone is in-market for a product/service - Imagine your toilet broke and you are looking for a plumber -\> With some sense of urgency, you'll likely pick the first result Funnel A two cards with text Description automatically generated with medium confidence **Google Ads Campaign Types** **[DISPLAY]** - Responsive and static (more control over creative, time consuming) options - For awareness= not reliable enough - Go-to strategy - Possible to exclude website placements = lot of maintenance **[SHOPPING]** - Prerequisites: using Google Merchant Center/have online store/ has to be on own website - You define keywords to advertise on **[YOUTUBE]** - Prerequisites: ad uploaded on YouTube (can be hidden), \ Nike shoes/ Uniqlo Brussels/ Thomas More study programs - Use if there's competition on your brand name/ if your organic results for your brand bane are not top of SERP - Other case don't waste budget **AD SPACE AUCTIONING/BIDDING** - Type in search term, see if multiple ads come up. Are they from the same company? - In that split second that it took to load the SERP after your search, Google did the following: 1. Checked which competitors are advertising on that keyword 2. Chose which ones to show based on: a. Budget b. Languages c. Match type d. Region 3. Then ranked them in a position based on e. **Ad rank = Score = Bid + Quality Score + Expected impact of ads extensions** (Quality score is decided by expected CTR, ad relevancy, landing page experience) **Even if your bid is lower than of your competitor, with a better ad rank score, you will show on top.** Class 5 -- Campaign Metrics =========================== - **IMPRESSIONS**- **total number of times an ad is displayed to users.** Each time the ad appears on screen, it\'s counted as one impression, regardless of whether the ad was clicked or not. - **CLICKS- The total number of times an ad is clicked**. (Double clicks will count as two clicks. Spam clicks are generally considered and even charged for up until Google reviews once per month and reimburses the cost of spam.) - **COST PER MILE (CPM)- The cost to generate 1,000 impressions**. Calculated as (Total Spend / Impressions) \* 1,000. Used in awareness, measures cost to expose ad to broad audience. - **COST PER CLICK (CPC)- The average amount paid for each click on the ad**. Calculated as (Total Spend / Clicks). Importance: CPC helps assess the cost-effectiveness of driving traffic to the site. - **REACH- the nr of unique users who saw the ad at least once, counts each person only once**. Reach helps understand how many individual people the ad is exposed to, helping avoid inflated view numbers from repeat impressions. - **CONVERSION**- **total nr of times a desired action is taken** (purchase, sign-up, filled-in form, call) - **CLICK-THROUGH-RATE- the % of people who clicked on the ad after viewing it.** Calculated as (Clicks / Impressions) \* 100. CTR measures engagement, showing how effective the ad / ad group / campaign is at encouraging viewers to take action by clicking. - **CONVERSION RATE-** **The percentage of users who completed a desired action after clicking the ad**. Calculated as (Conversions / Clicks) \* 100. indicates how successful the ad / ad group / campaign is at generating the target outcome. - **FREQUENCY**- average number of times each user sees the ad. Calculated as (impressions/reach). Frequency indicates ad exposure and is used to balance visibility without overexposing users, which can lead to \"ad fatigue.\" - **AD SPEND/COST**- the amount of women that was spent on advertising an ad/ ad group/ campaign during a set timeframe Class 6 -- Websites =================== **What are websites for?** - Storefront online - Brand image/branding/conveying what you're abt - Sales - Informational and organization content (opening hours, contact info) - Knowledge sharing - Establishing trust with (potential) customers - All abt a business STRATEGICALLY: The purpose of website should be clearly defined and suit your business. Know target audience, what kind of info they look for, what their preferences are, needs as web users. PARTS - Homepage - Contact page - Blog/articles/news - About us - (web shop) - Product/ Service pages +-----------------------------------+-----------------------------------+ | LANDING PAGES | REGULAR WEB PAGES | +===================================+===================================+ | - Tend to be for ads | - Content type differ | | specifically | | | | - Not always drives user action | | - To fit the ads messaging and | | | convince the user | - Always available | | | | | - Give relevant content that | | | aligns with content of an ad | | | | | | - Drive user action | | | | | | \[EVERY PAGE U LAND ON IS CALLED | | | LANDING PAGE BUT NOT EVERY | | | WEBSITE PAGE IS USED AS SUCH\] | | | | | | TOOLS: | | | | | | - Unbounce, Framer, Leadpages, | | | Squarespace | | +-----------------------------------+-----------------------------------+ **What makes a good landing page?** - **Clear headline**: Concise and compelling, immediately conveying value or purpose. - **Strong CTA**: Prominent, action-oriented buttons that are highlighted. - **Visual Hierarchy**: Organized design with clear focal points and intuitive flow. - **Relevant Content**: Focused text and visuals tailored to the target audience and offer. - **Trust Elements**: Use testimonials, reviews, certifications, or guarantees to build credibility. - **Minimal Distractions**: Limit links or extraneous elements that detract from the primary goal. - **Mobile Friendly Design**: Fully responsive for seamless usability on all devices. - **Fast Load Time**: Optimized for speed to prevent drop-offs. - **Analytics and Tracking**: Integrated tools to measure conversions and user behaviour. **WEBHOSTING** 1. **Domain name registration** - Buying the ownership of a domain name - Registering a person/company - Registering the address people can type into the browser 2. **DNS & forwarding management** - Domain Name System - Translates IP addresses to your registered (sub) domains - Setting up what the human address (domain) means in robot language (IP) 3. **Webhosting** - Actually storing your website on a physical server - This is the location of your website and has a robot address (IP) **CSM (Content Management System)** - Web developer builds a **custom template** to showcase the branding and visual identity of a business - In the back end, you work with more user-friendly content submission systems /databases to publish posts or new pages more easily based on a template - **The template or theme is your framework / blueprint and you're simply placing text** - No need to think about: fonts, colors, margins, line spacing, \... - Very inflexible, if adjustment to theme needed u need a web developer or knowledge of CSS/HTML/JavaScript [Building Landing Pages] - Can be a challenge to ensure consistency with main website (unless it's in the CMS) **Webhosting** - If landing page is separate tool, maybe you'd still like to use a branded subdomain ("marketing.weareicm.com") rather than url that is created by one of the tools ("weareicm.ubpages.com") - For this, you will need to set up the name of your subdomain and link it to the records of whichever external tool it should lead to (usually done with something called a "CNAME" Class 7 -- Measuring Success, Tracking ====================================== **[GOOGLE TAG MANAGER ]** - Free tool, allows marketer, developers, analysts to manage and deploy marketing tags (small pieces of code) on their websites/mobile apps without modifying the underlying codebase - **Tag** **Management** :enables u to add, edit, disable tags such as Google Analytics, Facebook Pixels or custom scripts - By centralizing tag deployment, GTM helps streamline tracking and analytics implementation, reduces reliance on developers, and minimizes errors in tag configuration. **Tags** -\> determine where information is sent to (Meta, TikTok, Pinterest) **Triggers** -\> determine when that information (Button clicks, form submissions, page views) **Connecting to social media campaigns** - You can be much more precise in choosing KIPs than what ad platform reporting allows for - Google Analytics as a hub for all web behavior is also much more objective than an ad platform (remember Meta wants to make money by you advertising there) - Ads analytics only go as far as the ad platform. **Google Analytics** - Hub for viewing web analytics abt your website - Has to be installed in Google Tag Manager or in website code (GTM is much more user friendly) - It will gather data on user behavior (sessions, visitors, bounce rate -\> view it in a multitude of reports and dashboards) **[UTM PARAMETERS]** -- small pieces of text added to the end of URL to help track where your website traffic comes from, make it easier to measure success of marketing campaigns in tools like Google Analytics **Key Components:** - Source (utm\_source): Identifies the platform (e.g., Facebook, Google). - Medium (utm\_medium): Describes the type of traffic (e.g., email, CPC, social). - Campaign (utm\_campaign): Tracks the campaign name (e.g., spring\_sale,newsletter2024). - Term (utm\_term): (Optional) Tracks keywords for paid search ads. - Content (utm\_content): (Optional) Differentiates similar links (e.g., two CTAs in one email).