ISC 497 Exam 1

Paid media

(prospects) media forms paid for directly by the advertiser
Examples- TV, radio, magazines, newspapers, yellow pages, out of home, internet, mobile

Owned media

(customers) media owned by inserting their brands or integrating the brand into the content
Examples- brand website, product placement, sponsorship

earned media

(fans) media platforms earned the trust and attention of the consumer by giving people the opportunity to make a direct connection with the brand
Examples- social networks, organic search

Advantages of Internet

� Flexibility of delivery - no limit of space and time
� Targeting
� Interactivity- 1 to 1 marketing
� Creativity- rich media
� Tracking- rapid and accurate measure

Disadvantages of Internet

� Irritation
� Low click through
� Clutter

Role of Digital Media

� Social conversation and engagement
Content creation
� Digital storytelling, co-creative, educate
� Pay per click as, search engine optimization + social media + mobile + location-based
� Web/search analytics, social media

Outbound marketing

� Firm initiated
� Pushing advertising and promotional materials to potential consumers
� Paid search ads and display ads to achieve the best ad placement

Inbound marketing

� Consumer-initiated
� Getting potential consumers to voluntarily search for and come to companies
� Search engine optimization, blogging, social media, or permission-based email strategies will be used

Outbound vs Inbound

-Using cold calling that is interruptive
-traditional pitch
-higher cots
-quality content that can inform, engage and educate prospects
-it's about creating digital marketing people love
-lower costs

Robert Lauterborn's Four C's (Consumer-Driven View)

1. Forget Product. Study CONSUMER wants and needs
2. Forget Price. Understand the consumers COST to satisfy that want or need
3. Forget Place. Think CONVENIENCE to buy
4. Forget Promotion. Think interactive COMMUNICATION. Not "let the buyer be aware" but

Marketing Objectives

� Based on research (previous press releases)
� Sales, profits expressed in numbers
� Example- increase market shares from 5% to 10% from 2019 January to December among W 18-25

Key elements in setting a marketing objective

� Feasible goal
� Time frame
� Target audience

ISC Objectives

� Traditionally, these are communication objectives stated in terms or increased awareness, interest, loyalty, trail, attitude change
� Set them based on the situation analysis insights
� Example- make 50% of W 24-35 aware of new color line by March 1st

Media objectives

� Reach
o What proportion of the population should be reaches with ISC message during specified planning period
� Frequency
o How frequently should audience be exposed to message during this period

Examples of digital media objectives

� Raise awareness of new or existing product
� Achieve a certain reach of your core target audience
� Drive engagement with your brand
� Drive a specified action on your site or social property (join a contest, use a store locator, download a file, sign u

� Persuasion Model (p. 17)

Stages of change, adapted with commercial stages
see image on study guide page 4

� What is a buyer persona (p. 4)

Buyer personas are: semi-fictional representations of your ideal customer based on real data and some selected educated speculation about customer demographics, behavior patterns, motivations, and goals

Need a buyer persona:

� Essential in every stage of the inbound methodology
� Personas help identify where your ideal costumers spend time on the internet so you can be there too
� Personas can guide product and service development

How to create buyer persona:

� Identify questions to ask to develop your persona
� Determine how you will research your personas
� Compile research and answers to your paraphrased version of questions
� Use the buyer persona-building best practices to transform your notes into a comp

Research personas

� Secondary resources
� Interview current customers
� Survey your customers

Best Practices for building buyer personas

Focus on motives behind behaviors
� Don't pay attention to what someone is doing, pay attention to why they are doing it
Keep personas fictional but still realistic
� Be sure your persona isn't just describing one or two people who actually are that perso


Specific, Measurable, Attainable, Relevant, Time-based

SMART examples

� Increase unique visitors to our website by 5x from social networking sites based on evidence from google analytics over the next five months
� Increase blog subscriptions signups by X percent in six months by adding two new social media channels
� Incre

� KPI (p.16)

Specific metrics that you will consider to determine whether your strategy is performing well and meeting your objectives

RACE planning

Reach- Build awareness on other sites and in offline media and drive to web presences
Act- Engage audience with brand on its website or other online presence
Convert- Achieve conversion to marketing goals such as fans, leads or sales
Engage- Build custome


� Buyer stage: exploration
� Publish and promote your content, allow sharing to other outposts, networks and syndicate. Draw people to your content hub

Key success factors to add more to the top of the funnel

(Search engines, social networks, publisher and blogs)
� -create integrated campaigns. Prioritize your investment in content marketing and resources to get cut-through
� boost organic visibility. Invest time in owned and earned or inbound marketing with t

Key Measures in Reach Phase

-unique visitors
-inbound links

Act phase

� Buyer stage: decision making
� Be worth finding - your content hub needs to be relevant, inspirational, useful, problem solving and earn your permission to sell in the future (your website, blog, community and interactive tools)


Key success factors to encourage interaction on web, mobile and social
� get visitors on the right customer journeys
� -create audience engagement strategy using content marketing
� -implement personalized welcome or follow-up

Act Key measures

-leads, lead conversion, CPL
-time on site


� Buyer stage: purchase
� Capitalize on marketing investment, develop re-marketing and email automation to ensure relevance at buyer stage and drive repeat sale (e-commerce process, product, price and promotion)


Key success factors to boost conversion to sale online and offline
-create a CRO process
-create a great customer experience
-grow multichannel sales

Convert key measures

-Average order value


� Buyer stage: advocacy
� Thrilled customers are key to social media marketing, social proof, repeat sales and referral. Start your marketing here (customer advocacy)


Key success factors to increase long-term customer loyalty
-improve customer experience and loyalty
-lifecycle marketing automation by web and email
-amplification using social media

Engage key measures

-repeat purchase (lifetime value)
-customer satisfaction


the web address of a particular website/webpage


A standardized set of procedures for locating computers connected to the internet and for transferring information from one computer to another


A host computer which maintains websites, newsgroups and e-mail services


A small text file on the user's PC that identifies the user's browser and hence the user so they are 'recognized' when they re-visit a site


software that displays webpages


the unique name of an internet site


Java, C++, Perl, etc.


HTML, JavaScript code


The numerical internet address assigned to each computer on a network

Primary objectives of website

-Earn money through online sales
-earn money through commissions
-Earn money through subscriptions
-Provide information to generate/support offline sales
-Support a cause
-Provide customer support

Objective for evaluating websites' success

� Generate traffic
o Traffic: visitors to the site
? Direct traffic
? Referral traffic: unpaid/paid
? Search traffic: unpaid/paid
� Drive conversions
o Conversion
o Conversion rate
� Generate revenue
o Per conversion

Generate traffic

� Traffic: visitors to site
o Direct traffic: a user types the website's URL directly into the browser
o Referral traffic: a user clicks on a link to the site from another site
o Search traffic: a user clocks on a link to the site from a search engine res

Direct Traffic

� Some ways to achieve direct traffic
o Recognizable brand
o Easy to remember URL
o Bookmarked pages
o Mobile app

Paid Referral Traffic

� Comes from ads that a website has paid to display on other website
o Banner ads
o Text ads
o Video ads
o Affiliates

Unpaid referral traffic

� Visitors that come to the website from any links that are not paid for
o Social media
o Email
o Backlinks
? Home page
? Product pages
� Email is generally most cost-effective online marketing channel
� Social media activity targets established customers

Search Traffic

� Unpaid search traffic comes by being well-ranked on commonly searched terms
� Alternatively, unpaid search traffic comes with good rankings on a lot of less popular search terms
� Paid search allows a company to target driven customer
� Expense of paid


� Conversion: a target action you wish visitors to take
� Conversion rate: the percentage of visitors who convert
� Purchase
� Lead
� Engagement
� Account creation
� Click-through

Conversion of each type of websites

Look on PowerPoint for examples

Landing Page

Landing page is the first webpage that a visitor to a site sees (after clicking on a search engine optimized result/online ad).
Landing pages are the destination identified in keywords that people search for.
Landing page: the section of a website accesse

Design for usability

� Follow website conventions
o A web convention: an established design norm that web users have become accustomed to expect websites to follow
� Create effective visual hierarchies
o More important things - larger and higher up on the page, similar items

Conversion-centered design

1. Attention
a. Using attention-driven design to apply focus to your conversion goal
2. Context
a. Design post-click experiences that speak directly to the desires, expectations, and data established prior to the click
3. Clarity
a. Communicating your uni

What is SEM

A form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages

Search Engine Optimization

� SEO is when an advertiser makes improvements to their own website so that it ranks higher in natural search results (also knows as organic search). These changes to a website are implemented by webmasters on the client's side
� SEO is the process of des

Pay-Per-Click (PPC) Ad

1. An advertiser bids on keywords with the amount they are willing to pay for a user to click an ad
2. The engine ranks advertisers based on their bid and relevance to search
3. The best matching ad appears alongside the user's search results

PPC Pros

o Quick set up
o Highly measurable and controllable
o Minimal development time required

PPC Cons

o Can be more expensive
o Traffic stops when you stop paying
o Constant monitoring required

SEO Pros

o Long term ROI
o Higher click through rate
o Lower cost/time
o Trust

SEO cons

o Lots of ongoing work (design/content)
o Takes a while (not for short-term)
o Algorithm change from time to time

How do search engines work? & The Foundation of SEO

The process of gaining ranks in search results is called search engine optimization
� Google indexes web pages on the internet and it ranks web pages based on relevance and importance to consumers' search queries.
� Better responses since majority of clic


a measure of how closely Google can match a consumer's search query and a particular web page based on factors such as page title, page content and meta tags


based on the number and authority of other web pages that link to it using its proprietary algorithm, page rank (the number of third-party papers that cite and reference a particular paper)

SEO strategy

-Strategic key word research
-on page optimization
-off page optimization
-monitoring of the market

Strategic keyword research

o For each term, at what point is your buyer persona in their buyer journey?
o Why is your buyer persona asking this question at this point?
o What content is your buyer persona expecting as a result of their query?

�On page optimization

o Involved developing or editing your content to reflect your keyword research for a specific service, product or brand
? Develop your websites navigation
? Shape the hierarchy of your web pages
� Website architecture should reflect the logic of the chang

Off page optimization

o Includes the development of your content and channel sub-strategies that will generate relevant links back to your main owned website
? Encouraging and checking incoming links generated from social media and from other sites

Monitoring of the market

o Should be aware of your competitor's activity as well as key seasonal trends in order to identify any potential strategic opportunities and to evolve your strategy to adapt within a changing environment

High competition


Top of page bid


Short tail keywords

simple one or two word phrases
o Complex queries that contain more words
o General
o Much more specific in nature
o Attract a much lower volume of search traffic
o Attract a large volume of individual search

long tail keywords

more than three words
o A lower cost per click
o A high cost per click
o Highly competitive
o Less competitive
o Low conversion rates
o Higher conversion rate

Title Tag

� A brief description of the page content
� Visible in search results
� Used by search engines to interpret site pages
� Should be unique and have important keywords
� Up to 75 characters

Meta description - snippet

� A longer description of the page content
� Displayed within the search engine results
� Unique, relevant, readable
� Up to 160 characters


paid search ads - pay a fee to have a website displayed on the search engine results page when a user types in specific keywords to the search engine
-impressions do not incur a charge through AdWords it only costs the advertiser if the user clocks on the

Pay per click as also called

� Paid search
� Cost Per Click

Types of PPC Ads

-Text ads
-shopping ads
-app promotion ads
-mobile click to call ads

Structure of PPC ad

(look at graphic on page 13)
Campaign-ad group-ad copy-keywords- budget


a set of ad groups (ads, keywords and bids)

Ad group

a group of related keywords and ad copy

Ad Copy

Title tag: headline 1&2 - 30 characters each
Meta description/body copy: description 1 & 2 - 90 characters each
Display path: URL & 2 paths - 15 characters each

PPC Text Ad Strategies

� Effective ad copy
o Including keywords relevant to the ad title
o Unique value proposition
o Call to action message
� Improve quality score
� Ad extensions
� Bid strategy

Ad Rank

� How well your keywords and ads are performing
� "a value that's used to determine your ad position, where ads are shown on a page, Ad Rank is calculated using your bid amount, quality score format impact"
� Ad rank determines
o What rank your ad will ap

Influential Factors

1. Bid
a. The maximum amount you are willing to pay for a user to click on your ad
2. Expected Click Through Rate (CTR)
a. The prediction of how often your ad will get clicked when shown for a keyword
3. Landing page
a. Relevant and original content that

Google Ads Quality Score

An estimate of how relevant your ads, keywords and landing page are to a user seeing your ad

CTR (Click through rate)

CTR = the number of clicks divided by the number of times your ad is shown
CTR= Clicks/Impressions X 100
If you had 5 clicks and 1000 impressions...What is your CTR?
5/1000 X 100 = 0.5%

How are AdWords quality score is evaluated?

� Mostly secret algorithm
� But every time someone does a search that triggers your ad

AdWords quality score FACTORS

� Click through rate
� Geography (location where to advertise)
� Relevance
� Account history
� Site load time

Types of Bid Strategy

-Manual cost per clicks (CPC) strategy
-Automatic cost-per-click (CPC) strategy

Manual cost per clicks (CPC) strategy

� Set bids manually
� It gives an advertiser full control over what his/her maximum CPC bid is for each individual keyword

Automatic cost-per-click (CPC) strategy

� Also called "Maximize clicks"
� Automatically sets ids for the advertiser
� It uses historical data and algorithms to maximize the number of clicks an advertiser gets each day based on that bid and budget