Exam #3: Lectures 9-12

the process of expanding your audience, building authority, and generating interest around your brand that results in high-quality leads

the process of cultivating leads that are not yet ready to buy

• informational

• investigative

• comparison

• transactional

• navigational

google’s rating of the quality and relevance of both your keywords and paid ads

the position of a paid ad on a search engine result page

the process of gaining traffic and visibility from search engines through both paid and unpaid efforts

1. paid ads

2. search engine optimization (SEO)

the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results

an undisclosed algorithm used by Google Search to rank webpages in their search engine results

1. use related searches on Google to identify potential keywords to include in search campaigns

2. use Google keyword planners to have keyword ideas generated from your product type or your homepage content

3. use spyfu.com to benchmark ad spending and keyword buying of other brands and businesses

the means by which ad inventory is bought and sold on a per-impression basis via programmatic instantaneous auction
→ advertising buyers bid on an impression and, if won, the buyer’s ad is instantly displayed on the publisher’s site

demand-side platform
→ buy

supply-side platform
→ sell

a display ad technology that automatically optimizes ad creative based on multivariate testing

the activities and strategies that businesses implement within their websites
→ banners, pop-ups, onsite notifications, landing pages

→ blocked by a form fill
→ marketers use this to generate leads by providing information in exchange for customer information

allows visitors to access content without forms or information

campaign → ad sets → ads

→ advertising objectives
→ budget
→ A/B test

→ ad placement
→ creative optimization
→ targeting
→ budget and schedule

→ ad format
→ ad creative

increase the budget for a successful ad campaign to reach more people and generate more results

creating multiple ad sets or campaigns targeting different audiences, ad placements, or creative variations to reach a broader audience and reach

1. change targeting options

2. change ad creatives

3. test a new platform

a machine-learning technology that automatically finds the best combo of creative assets to optimize advertising performance

interpretation and classification of emotions (positive, negative, neutral) within text data using text analysis techniques

the act of carrying out a customer’s expectations

1. the risk of direct-to-customer (DTC)

2. heightened customer expectations

3. fulfillment costs

4. customer satisfaction

direct to customer

→ operating a call center
→ warehousing
→ packaging supplies
→ shipping

the higher the fulfillment cost (x), the higher the customer satisfaction (y)

an approach that provides customers with a completely seamless and integrated shopping experience [from beginning to end]

all channels available to the consumer but are not integrated

all channels available to the consumer and they are connected

the buying pattern with offline information search and online purchase
→ the practice of visiting a store to examine a product before buying it online at a lower price

1. fulfillment by Amazon (FBA)

2. fulfillment by merchant (FBM)

3. logistics by a third party (3PL)

you sell an item and Amazon stores, packages, and ships it

the seller lists products on Amazon but handles storage and fulfillment

the selling lists products on channels, including Amazon and eBay, but a specialist partner stores and ships to customers

1. in-house

2. outsourcing

• express respect

• listen to understand

• uncover the expectations

• outline the solutions

• take action and follow through

• double check for satisfaction

a management tool that can be used to gauge the loyalty of a firm’s customer relationships
→ 0-6 is bad
→ 7-8 is moderate
→ 9-10 is good

goods - bads = NPS

1. environmental

2. social

3. economic

a form of spin in which green PR, or green marketing, is deceptively used to promote the perception that a company’s policies are environmentally friendly

individuals state privacy concerns but behave in ways that contradict their statement

consumers perceive their personal information as a commodity and marketers’ requests for personal info as an implicit social contract

data that you collect directly from your customers

collected from customers by a company that isn’t directly involved in the transaction

• unacceptable risk

  • social scoring

  • mass surveillance

  • manipulation of behavior (causing harm)

• high risk

  • access to employment

  • education and public services

  • safety components of vehicles

  • law enforcement

• limited risk

  • impersonation

  • chatbots

  • emotion recognition

  • biometric categorization

• minimal risk

  • remaining

1. stay with your core value

2. localize your offers and messages

3. make local connections

4. re-invent the brand meaning

artificial general intelligence

interactive objects that are layers on top of the physical environment without the ability to manipulate the augmented objects
→ pokemon go

user is completely immersed in a digital experience; creating a digital simulation of a real environment

capabilities of AR and VR are blended, bringing the digital and physical world together to coexist and interact in real time