作者：Sofia Tlatelpa 5 年以前
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Mobile messaging chanels - SMS: Short Message Service (SMS) - MMS: Multimedia Messaging Service (MMS) - Wifi and bluetooth - USSD: Unstructured supplementary service data (USSD) - Instant messaging - QR codes - Automated voicemail messages - Voice technologies
Location and mobile · Geo location Combining mobile marketing techniques with geo-location can go a long way in providing customers with what they need. · Mobile social networks: there are several social networks created specifically for mobile devices and centred on the potential of location-specific awareness.
Mobile analitycs Analytics for mobile sites and applications is a relatively young field, but given that anyone investing in a new technology is interested in return on investment, being able to track the effectiveness of your campaign
Newsletters can offer - Humour - Research - Information - Promotions - Exclusive content
Segmenting your data base Segmenting a database can allow for customisation across demographics or purchase history.
Measuring 1. Number of emails delivered 2. Number of bounces 3. Number of unique emails opened 4. Unsubscribes 5. Pass-on rate 6. Clickthrough rates and conversion
Email and images Avoid using images to convey important content. Make sure that there is alt text for all images used in the email. Creating content Email content that is relevant and valuable to readers is vital to ensuring the success of an email marketing campaign.
Step by step process 1. Growing a database 2. Desingning an email
Targeting your adverts means you know that the traffic you are getting is relevant to your product.. Google AdWords using the following match types: -Broad match -Broad match modifier -Phrase match -Exact match -Negative match
Bidding and ranking for search ads The cost that you pay for every click is determined by a variety of factors, and is based on a bidding system. Tracking Conversion tracking is usually accomplished with a small tracking pixel that is placed on the conversion confirmation page of the website
Advantages and challenges -No to low cost barrier -Tracking every cent -Targeted advert placement -You’re giving your customers what they want -Click fraud -Bidding wars and climbing CPCs -Keeping an eye on things
Where there is an audience, there is advertising. The more time people spend in social media, the more brands want to advertise there.
Step by step guide to creating a social media strategy 1. Get buy in 2. Listen and understand the lanscape 3. Analyse 4. Set objectives 5. Créate and action plan 6. Implement 7. Track, analyse, optimise
Good documentation and processes are the foundations of social media success, especially as this dynamic space is likely to involve many stakeholders from across your organisation.
Step by step guide for recovering from an online Brand attack 1. Be prepared 2. Act immediately 3. If what they´re saying is false 4. Keep the negatie pages out of the search engines.
Youtube and marketing There are two aspects to marketing through YouTube: promoting video content through YouTube, and advertising next to (or during) content on YouTube.
Blogging “regularly updated journal published on the web”
Corporate blogging content should be: - Industry relevant - Appealing to your target market - Transparent and honest - Personal and entertaining - Related to whats going on in the blogosphere - Posted regularly
Some tips to raise the profile of a blog: - list the blog in blog directories - Ping web services with updated content - use TrackBacks - Participate in the blogosphere - Make use of aggregators
Podcasts offer an incredible opportunity for marketers. Podcast are: - Targetable - Measurable - Controllable - Responsive - Boundary free - Relatively inexpensive - Excellent quality - Real and valuable
Podcasting A podcast is a digital radio (or video) programme downloadable from the Internet. It is possible to subscribe to a podcast as one would to a blog.
Microblogging Microblogging is a form of blogging that allows a user to publish short text updates, usually limited to 140 characters.
To get started with making video marketing content, you will need: 1. A camera 2. A microphone 3. Video editing software
· Video content: These are videos made to entertain, inform, share updates or otherwise enlighten or delight the viewer. · Video ads: These are simply adverts that are filmed and formatted for online use. Going viral means that the content spreads from person to person through the web at a very high rate, attracting an exponentially growing audience as it gains popularity.
Paid video promotion Paid promotions on YouTube are a cost-effective and quick way to promote video content, especially if the content is topical
Owned video promotion Use social media sharing chiclets to make it easy for visitors to share the video on their social networks, aggregators and blogs.
There are four main ways in which users find content and video online: 1. SEO (or search adveetising, if you decide to promote the content on Google) 2. Social sharing 3. Good branding and market awareness 4. Paid advertising
1. Video tittle is very important 2. Use informative, long descriptions 3. Use the tags to input several keywords 4. Encourage comments, subscriptions, rating, embedding and sharing. 5. Optimise the thumbnail 6. Use annotations
Video production step by step - Identifying your audience - Planning and concept - Producing the video - Choosing and uploading to platform - Optmising
Principles to make great video content with the potential for viral spread: · Adress a currently trending topic · Make it enticing · Make it remarkable · Make it unique · Make it shareable · Make it short
Setting up a campaign -Clear idea of your business’s identity, goals and unique selling points. -Determine the goal of your affiliate marketing. -Decide whether you are going to run your own programme, from affiliate recruitment to tracking and paying, or whether you are going to use an affiliate network. -Decide whether you will hire an affiliate manager to run your programme -Using your competitor research, decide on commission, commission tiers, cookie period and incentives. -Make sure you are on top of validating sales, so that they get their commission
Any retailer should have a product feed, in either XML or CSV. A product feed will probably contain the following information for each product: -Product name -Product URL -Picture -Price -Description -Shipping price -Stock status: in stock / out of stock
Payment models for display advertising CPM - cost per thousand impressions CPC- cost per click CPA - cost per acquisition. Flat rate or sponsorships CPE - cost per engagement
To get ads to appear online, you need to find and pay for the space where it will appear. There are several options for doing this: -Premium booked media -Advertising networks -Advertising exchanges -Social media advertising placements -Mobile advertising -Ad servers
Ad servers serve adverts across a number of websites, and can track a user visiting websites using cookies or IP addresses. This means that ad servers can offer advertisers: • Frequency capping • Sequencing • Exclusivity • Roadblocks
Step-by-step guide to online advertising 1. Determine the goal of your campaign. 2. Identify your key performance indicators (KPIs). 3. Investigate your target audience. 4. Research potential websites to host your adverts. 5. Set a budget. 6. Create your adverts. 7. Choose or create a landing page. 8. Run your adverts. 9. Track, measure, optimise.
As well as tracking adverts, advertising networks can also provide information about the people who saw the advert, as well as those who acted on it, including: • Connection type • Browser • Operating system • Time of day • Internet service provider
Search engines encounter two kinds of obstacles: -Technical challenges that prevent the search engine spider from accessing content. -A competitive marketing environment where everyone wants to rank highly
It is crucial to implement keywords that are likely to be used by their target audience. There are four things to consider when choosing a keyword: -Search volumen -Competition -Propensity to convert -Value per lead
Step-by-step key phrase research Step 1: Brainstorm Step 2: Gather data Step 3: Use keyword research tools
The purpose of a link is to allow a user to go from one web page to another. Search engines, doing their best to mimic the behaviour of humans, also follow links. -Create excellent, valuable content that others want to read -Create tools and documents that others want to use -Create games -Capitalise on software and widgets
What not to do -Avoid hidden text or hidden links. -Don’t use cloaking or sneaky redirects. -Don’t send automated queries to Google. -Don’t load pages with irrelevant keywords. -Don’t create multiple pages, subdomains, or domains with substantially duplicated content.
Social information is playing an ever-increasing role in search. Social content, such as Twitter messages or YouTube videos, can appear in the SERPs, and there is a growing indication of social influence on search rankings
Customer touchpoints: ● Pre-purchase or pre-usage ● Purchase or usage ● Post-purchase or usage
The main objective of CRM should be to gain customer loyalty over the long term
CRM AND DATA
CRM software can be used to automate lead and sales processes, you must continuously monitor trends and note what causes changes over time.
To create an effective loyalty programme, consider the following: -Carefully calculate the earning and redemption rates of points -Loyalty programmes are about engagement -Rewards are key to success -Customer care is important -Data is central to success -Digital allows for innovation -Trust is pivotal to success -Loyalty programmes are not quick wins
Step-by-step guide to implementing a CRM Step 1 – Conduct a business needs analysis Step 2 – Understand customer needs Step 3 – Set objectives and measurements of success Step 4 – Determine how you will implement CRM Step 5 – Choose the right tools
Social media platforms allow customers to easily share their brand experience (good or bad) with their online social connections, who in turn can share this experience on.
The benefits of CRM -Increased revenue and profitability -Improved customer satisfaction and loyalty -Improved service delivery and operational efficiencies -Decreased acquisition costs
