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64 Cards in this Set
- Front
- Back
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What is a brand?
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Image in consumers' minds
Evolving identity Company Adding value Logo Risk reducer Value system Shorthand Identity system Relationship Legal instrument Personality |
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Brands help the consumer...
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to shorten the information search process
to reduce risks to give orientation for a buying decision to enable a feeling of exclusiveness to build trust to show quality |
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Brands help the company...
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to get a better competitive advantage
to enhance brand loyalty to lower costs (lower acquisition costs) higher prices higher profit to extend the brand easier to get new products more easily accepted by clients |
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Characteristics of electronic markets
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Business to business
Finance markets Agricultural markets Computer booking systems Business to customer Proprietary online services Internet/www |
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Marketing-targets in the internet
(Company and marketing targets) |
Factual targets
Formal targets |
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What are factual targets?
Marketing-targets in the internet (Company and marketing targets) |
Start-up
Business expansion |
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What are formal targets?
Marketing-targets in the internet (Company and marketing targets) |
Economic goals
Non-economic goals |
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What are the 4 C's of business focus?
(Factual targets) |
Content
Commerce Context Connection |
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What are the degrees of virtuality?
(Factual targets) |
Pure-click business
Brick-and-click business |
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What are the online ad formats?
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Banner/Fullsize-Banner
Skyscraper/Wide-Skyscraper Large rectangle XXL-Banner Rectangle Wallpaper Banderole Billboard Video |
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What are the selective drivers of online shopping
(Online purchase) |
Positive experience
Website-design Flow Pressure of time Reason to buy Reverse socialization Age Gender Internet-usage Perceived risk |
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Communication models Web 1.0
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1:1 = Firm>Content>Medium>Consumer
Push = Firm>Content>Medium>Consumer*mass Pull = Firm>Content>Medium<Consumer*mass Read only |
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Communication models Web 2.0
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Firm>Content>Medium
Consumer>Content>Medium Read and write: Blogs, wikis, social networks |
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Describe Web 3.0
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Virtual Web (i.e. second life)
Semantic Web (supplement of www) Ubiquitous Computing (hands off) |
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What functions do brands offer customers online?
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Navigation/orientation
Risk reduction |
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Marketing-characteristics in the internet
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Market-pull
Customer empowerment Attention-marketing Multimedia marketing Dialogue-marketing Global reach |
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Advantages of Online Marketing
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Measurability
Reach Interactivity Targeting E-commerce New business/marketing models Differentiation Add-on channel (e.g. with TV) |
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Disadvantages of Online Marketing
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Data/privacy concerns
Trust on consumer side Data management/marketing intelligence Human resources (hard to find employees) Shitstorm (message can't be returned) |
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Online Marketing Process
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1. Company goals/marketing goals
2. Goals online marketing design 3. Definition online marketing instruments 4. Design/arrangement 5. Control (Pretest) (Return to 4 as necessary) 6. Action 7. Control (Then return back to 1-6 as needed) |
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SOSTAC Model
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Situation
Objectives Strategy Tactics Actions Control |
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SOSTAC Model - Situation
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Where are we?
Goal-formulation Customer Insights (who, why, how) SWOT-analysis Brand awareness Internal capabilities and resources |
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SOSTAC Model - Objectives
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Where do we want to go?
What do we want to reach online? • 5 „S“-Goals: – Sell: Customer acquisition and retention – Serve: Customer satisfaction – Sizzle: „Site Stickiness“, dwell time, „Wow“-factor – Speak: Number„engaged customers“ – Save: Quantifiable efficiency-goals |
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SOSTAC Model - Strategy
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How do we get there?
• „Big Picture“-plan • Segmenting, targeting • Which Online Value Proposition do we create? • What kind of positioning should we aim with the marketing mix? • Which digital channels/instruments should we choose? |
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SOSTAC Model - Tactics
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How do we exactly get there?
• „Detailed“ plan of the single marketing instrument to reach the former defined goals • What happens when? – Time planning E-Campaigns • Which content do we add? |
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SOSTAC Model - Actions
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• Detailed planning; who does what and when?
• Structures and responsibilities • Processes and systems • Internal resources and capabilities • External agencies |
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SOSTAC Model - Control
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How do we control our performance?
• KPIs (Key Performance Indicator) • Web analytics • Usability tests, mystery shopping • Customer satisfaction survey / User Experience Review • Visitor analysis • Type and frequency of the reporting |
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What are the tools/instruments for online marketing?
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Website
Email Newsletter Social Media SEO/SEM Affiliate marketing Banners |
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What is affiliate marketing?
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• Use of diverse advertisement types is often done with partner programs
• Mutual supply of website visitors through companies • A provider (merchant) offers advertising material to website owners (affiliates) • Affiliates build these banner into their website and promote the goods/shop • Compensation mostly Cost per Sale, Cost per Click, Cost per Lead |
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What is the procedure for affiliate marketing
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1. Merchant integrates advertisement on affiliates website
2. User visits affiliate website 3. User clicks on advertisement and gets transferred to the merchant-shop/website 4. Transaction between user and merchant 5. Merchant pays transaction-based compensation |
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What is an affiliate network?
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• Cooperation based on a contract between merchants and affiliates
• Enabling access to many affiliates and merchants (2-way) • Transmission of advertising material for affiliate-websites • Provision of a tracking system as a base for clearance between merchants and affiliates • Execution of the payments as well as cancellation for merchants and affiliates |
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What are the advantages of Email marketing?
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• High Return on Investment (ROI)
• Traffic-generation for website • Low costs • High reach • Real-time reporting including measurability • Interactivity • Personalisation |
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Goals of Email marketing campaigns?
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Lead generation
Up and cross selling Realisation of cost effects Contact to existing customers Marketing communication Support of existing clients Branding Website traffic |
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Email marketing tactics
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1. Identification of the right recipients through segmentation
2. Reaching recipients with the right content 3. Planned E-Mails in automated series (triggered mails) Dynamic content (text, pics, links) Interactive functionality (videos for clicks and leads) Analytics (customer insight) |
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Examples of Email marketing contents?
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QR Codes
Change of contacts for people Apologies Raffles Apps Holiday cards Surveys Personalized images |
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What are the branches of Search Engine Marketing (SEM)?
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Search Engine Optimization (SEO)
Search Engine Advertising (SEA) |
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What is Search Engine Marketing (SEM)?
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SEM: „Search Engine Marketing (SEM) contains all actions for gaining qualified users via search results in search engines.“
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What is Search Engine Optimization (SEO)?
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SEO: „Search Engine Optimization (SEO) describes (compared to SEM) mainly non-commercial actions which are realized to push the own website to a good organic positioning.“
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What is Search Engine Advertising (SEA)?
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SEA: Tactics to push the own website after entering specific keywords on number 1 for money of the search results.
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Goals of Search Engine Marketing (SEM)
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Website traffic
Branding Lead generation Sales/profit Product/Event promotion Competitor analysis |
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User goals while searching the web
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Information search
Navigation search Transaction search |
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Describe Google AdWords
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• Charging only clicked links (Cost-per-Click)
– compared to display advertising which is often charged by Cost-per-Impression • Placement depends on highest price, quality factor and ranking – highest price is arbitrary but minimum price exists (0,05 €) • Advertisement possible at Google (profit 100% Google) site or partner sites (AdSense) (profit 50% Google / 50% partner site) |
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Goals of Google AdWords
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• Branding: Highest number of impressions for strengthening the brand or website. In this case number of clicks doesn't matter. The only thing that matters is number of users viewing the ad.
• Sale: Highest amount of clicks on a website or a specific area on a website. Main goal is getting the maximum visitors. • Action: To push user to do a specific action on the website |
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Describe Google AdSense
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• Option of including Google-AdWords-ads on your own website
• AdSense stays for approx. 30% of Google´s profit |
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Google AdWords - Keyword Matches
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• Broad Match: almost adequate keywords +
• Phrase Match: adequate keywords „...“ • Exact Match: precise keywords [ ] • Negative Match: exclusive keywords - |
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The Long-Tail of the keyword-curve
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A term used to describe less searched for words but whose combined search volumes may outweigh those of the top ten keywords. As a concept, optimising a website for long tail keywords may prove extremely successful by essentially taking a big piece of a small pie.
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Position on Google depends on these factors
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Costs
Ranking Quality |
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Google's cost factor for AdWords
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• Price per Click = Cost-per-Click, CPC
• Activations costs: € 5,- • After that you set your daily budget per click and day • Cost-per-Click (CPC) between € 0,05 and € 50,- selectable • Daily budget can be unlimited – watch out! Cost-per-Click could reduced by quality factor! |
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Google's Quality factor
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• Quality factor is an estimate how relevant the particular ad, the keywords and the website are for the user who sees the ad
• A high quality factor shows that Google classifies the ad, keywords and target website as relevant • A low quality factor shows the opposite: no relevance |
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Websites are cost effective instruments to...
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Build a positive image
Create a dialogue with clients Boost brand awareness Give product information Reach new customers, handle complaints |
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Offline formats to push online traffic
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PR activities
Sales force Advertisement (QR code) TV/Radio Mailings/catalogues Coupons Newspapers/magazines/flyers |
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Online formats to push online traffic
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3rd party websites
E-communication Mobile marketing Social media Affiliate marketing Banner ads Keyword advertising Search engines |
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Criteria for website effectiveness
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Value (functionality of user goals present)
Navigation (content and categories clear and flowing) Presentation (elements appear and behave correctly) Trust (privacy and security policies in place) |
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Social media importance
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• High relevance of social media for online communication
– Easy reach of target group – Cost effective marketing – High influence on brand reputation |
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Goals of social media campaigns
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Lead generation
Up and cross selling Realization of cost effects Contact to existing customers Marketing communication Support of existing clients Branding Website traffic |
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Advantages of social media
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Better image
Increase brand loyalty Minimization of prejudices Spread of information Fostering customer relations Increase engagement Creating a community |
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Usage classes of social media
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Communication (blogs, networks, forums)
Content sharing (texting, photos, video) Cooperation (wikis, creative portals) |
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Social media - Internal uses
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– Creating group rooms for diverse topics
– Commentary-function – Knowledge database – Diverse subsidiaries get in touch with each other |
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Social media house
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Social media monitoring
Connection of offline and online tactics with social media Blogs Social networks Media sharing Social bookmarking Online forums/communities Development of a social media conception Analysis of status quo social media usage |
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Target group of social media
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Employees
Potential employees Public Clients Professional audience |
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Describe Real Time Bidding
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• Before: companies buy x impressions for a fixed price (TKP /CPT), but: not every impression has the same value for the campaign.
• Now: advertiser can bid in real-time for advertisement space based on an auction system – AdServer asks client server for a bid before delivering the ad – Amount of impressions based on value of the user • Highest bid will be delivered |
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Advantages of Real Time Bidding
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– Best ad capacity utilization
– Cost-efficient (always the best price wins) – Better control (cherry-picking possible) – Better personalization |
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Describe Targeting
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individual approach of every single person (e.g. based on geodata, time, computers system etc.)
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Describe Retargeting
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Taking these people back into focus after they left the advertiser's website.
Use of cookies which get implemented at the users computer and which collects data about user behaviour (which websites user visits, what user buys, which product is in the shopping cart etc.) |
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Describe Social TV
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• Combination with diverse Social Media with TV to discuss, follow tweets or get further information
• Goal: – Audience loyalty – Prohibit „zapping away“ in ad-breaks |
