BUSN 325 Digital Marketing Midterm

Marketing (in a digital world)

True

- Awareness

- Trial

- Repeat

- Loyal

- Advocate

Awareness, Interest, Desire, Action

By running a carefully controlled experiment

- Retail

- Lead Generation

- Search Engine

- Media

- Social Media

- Affiliate Marketing

- Marketplace

Conversion

Usability

1. What do you offer?

2. Why should I pick you?

3. What do you want me to do next?

Never Start a Marketing Campaign Without a Dedicated Landing Page

- Single-product

- Multi-product

- Lead generation

- Subscription

- Long copy

- Single-purpose

- Understand the business & view through the lens of a marketer

- Learn how to help the client succeed

- Company website & social media

- News research

- Competitors

- LinkedIn

Projecting your thoughts onto the interviewee

"Pleasing" the interviewer, conveys detachment from the business and product

- Analytics

- Market Planning

- Execution

- Feedback

Always Be Testing

- What's working

- What isn't working

- Diagnosing issues

- Says

- Thinks

- Feels

- Does

- Collect research

- Generate sticky notes for each quadrant

- Converge to cluster and synthesize

- Polish and plan

- Onsite SEO

- Offsite SEO

- SEM

1. Relevance of search intent

2. Traffic

3. Competition

4. Current ranking

- Maps/My Business Profile

- Name / Address / Phone number

- Structured Citations

- Reviews

- Maximize relevance

- Optimal keyword targeting

- High-Quality Pages and Content

- Natural Outbound Links

- No-Follow links

- Editorial

- Manual

- Manufactured

"The purpose of a business is to create and keep a customer"

- Strategy

- Marketing Strategy

- Digital Strategy

- Digital Execution

- Demand Generation

- Demand Harvesting

- Conversion Rate Optimization (CRO)

- Mobile Application

- Affiliate Marketing

- Influencer Campaigns

- Direct Messaging

- Innovative Stuff

1. Customer at center

2. Capture data (inbound)

3. Use Data (outbound)

4. Journey across channels (circular)

1. Right Message

2. Right Person

3. Right Time

4. Right Channel

5. Relevant

Paid Search & PPC (Pay Per Click)

- Broad Match

- Modified Broad Match

- Phrase Match

- Exact Match

- Negative Match

- Search yourself (be the customer)

- Competitive (when would competitor appear)

- Keyword Planner (find needles in haystack)

- URLs

-Headlines

- Description

- Audiences (interests/demographic)

- Content

- Retargeting/Remarketing

- See the ad

- Process the ad

- Decide to investigate (i.e., click)

- Convert

- Interest

- Value Proposition

- Action