Navigating the Digital Marketing Landscape: Strategies for Engagement and Conversion, Study Guides, Projects, Research of Digital Marketing

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Lecture 1: Introduction to Digital Media Metrics ○ Digital ○ Strategies Lecture 2: Model of Communication and Product Life Cycle Lecture 3 : Experience-Based Marketing and Automotive Marketing Lecture 4 : Regulation of Digital Content and the Business Relationship Between Networks and Affiliates Lecture 5: Media Metrics: Reach vs. Frequency and Sampling Errors Lecture 6 : Pew Institute Research and Nielsen Ratings Lecture 7 : Creating Media Dashboards and Social Media Calendars Lecture 8 : 1969 United States Draft Lottery and Social Media Development Lecture 9 : Social Media Developmental Recommendations and Content Strategy Lecture 10 : Amazon's Conversion Rates and Customer Loyalty Lecture 11: Nielsen Households and Marketing Strategy Lecture 12: Social Media, Analytics, and the Diffusion of Innovation Theory

Midterm Study Guide Lecture 1

1. Define each of the following terms and explain why they are important. Digital Media Metrics. Digital: using online/computer technology, it is binary (coded information available to us Marketing: promotion and selling of products or services, includes research and advertising. Media: means of mass communication (digital: social media, television, etc. non-digital: print, newspaper), media influences the message Metrics: ways to measure the success of different campaigns, promotions, posts, strategies, etc, and the results of these (within the target audience: engagement levels) 2. In a cluttered media world how do you get seen? Define the strategies you would use to get seen. ● In order to be measured, you need to be seen ● They don’t click on boring ● The media influences the message ● It is a cluttered world out there ● Human values withstand the test of time ● You have to stand out and be different ● Tell stories, create emotional connections 3. What are the key elements of an image that gets noticed and remembered? Why do these elements work in terms of recall, engagement, and purchase? ● Relatable content – humans, children, animals and celebrities ● Feelings – emotional resonance ● Empathy – the drama of being human ● Storytelling – a story is told 4. Why don’t consumers click on boring? Name the elements/factors that create obstacles to recall and engagement. ● Social media is full of interesting content ● Boring things aren’t worth their time and there is no reason for them to engage ● There is already too much content, so why pay attention to the boring stuff 5. List all the digital devices that detract from consumer attention now and those that may detract attention in the future. Now: Iphone; Ipad; Television; Computers; Apple watches; Amazon alexa’s Virtual reality Future: Smart glasses; Tooth implants, smart contact lenses 6. What is the Internet of Things-IoT and why is it critically important to the understanding of digital marketing over the course of the next 20 years? ● It explains how everything (tech and businesses) is connected ● Transforms how we travel, shop, make things, and more ● One day everything will be connected and controlled at a touch of a phone - There are more connected devices than there are humans 7. What is the Metaverse? The metaverse, a virtual shared space created by the convergence of virtually enhanced physical and digital realities, is expected to have a significant impact on digital marketing.

• Unaided awareness – unprompted awareness of different brands
• Aided awareness – asking if someone has heard of a specific brand Phase 2: Image
• Associations – what comes to mind when thinking of a brand
• Attributes
• Personality traits – what type of person would a Rolex be
• Emotions – understand emotional associations with brand
• Subconscious pathways Phase 3: Loyalty
• Measured by whether someone would buy something again (repeat purchase)
• Word of mouth - recommendations
• Engagement levels – talking about, engaging with brand, use website
• Product extensions – multiple products from one company 3. Regis McKenna tells us that the customer has become more empowered. What factors have helped create this empowerment? Marketing Is Everything Article: ● More choice leads to more competition, more products, more strategies ● Companies have feedback loops and want to hear from their customers ( Adaptive marketing goal: sensitivity, flexibility, resiliency) ● Product customization, educated consumers, increased choice, consumer feedback, increased competition ● Unlimited consumer choice ● Instantaneous feedback ● Product development loops ● Consumer integration in the process ● Successful products are built on brand trust ● Brand trust can lead to market ownership 4. McKenna discusses the old model of marketing. What are the characteristics of the new model and how does it differ from the old model? Old marketing ● Changing customers' minds to fit product ● Then changed to consumer based marketing/changing product to fit demands ● Then changed to market driven/adopted products to fit consumer strategies ● Went from trick the customer, to satisfy the customer, to integrate the customer New marketing ● Adaptive marketing goal: sensitivity, flexibility, resiliency ● Not a clear line between products and services

● Important to use technology and marketing together ■ Tech – info flow in both direction

5. Name three factors that have made it increasingly difficult for social media to be seen. ● Increasing amount of content ● Posting too much or too little ● Increasing amount of time to built and execute a social media strategy **Lecture 3

1. Provide an example of experience-based marketing for the local Honda car dealership in Miami.** ● Hosting events at local car dealerships where potential buyers could come and test drive cars they might want ● VR car shows 2. What ways could we integrate the customer into the car buying experience at a local Honda dealership? ● Offering discounted maintenance, extended warranties, 24 hour roadside assistance, putting feedback loops into place so that customers could address both positive and negative experiences with Honda, promotions where people who have been referred by other Honda owners can get discounts and the people who referred them could get some deal (discounted detailing, service, etc) 3. If 75 percent of Honda’s marketing budget went to TV advertising would you maintain this strategy of changing it? Why would you maintain it or what specific changes would you make to their current strategy? ● I would change the strategy from TV advertising. As the use of streaming services increases, less and less people are viewing television commercials, and an even smaller number of these people are actually paying attention. I think that turning to social media, especially social media to attract a younger generation of buyers who could become lifetime Honda customers is a better idea than TV 4. For automotive marketing there are logical appeals and emotional appeals. Which do you feel provide the best levels of consumer awareness and brand preference? Why? ● Emotional appeal ● When looking at consumer awareness, consumers are more likely to remember and be aware of cars that have made an impression on them - likely because of the characteristics they embody. At the end of the day, every car has relatively the same job - to get people from point A to point B - but the reason some brands stick out compared to others is because of what they say about the drivers and how they make the drivers feel. Brands are an expression of consumers styles and personalities, so they will likely prefer brands that align with their own personalities (which is emotional, not logical) Lecture 4

i. Younger target than older e. Relationship between neurological engagement and tweets F. peek tweeting hours:

• 8- G. What are the top TV shows for twitter?
• The Voice, Today, Big Brother, General Hospital H. Not all tweets are equal
• Some authors write multiple tweets, who influence others to watch the show **Lecture 5

1. What is the difference between the media metric of reach and frequency? Provide an example of each.**

• REACH- how many people do you reach (unique viewers/listeners) ex. 100 people listening to a commercial on a radio station
• FREQUENCY- how many times do they see-hear the message ex. Those people hear the same commercial every half hour 2. Nielsen samples at the household level. What does that mean when you are calculating the rating point values for viewers reached? ● Programming content, measured media consumption, advertising rates made ● REACH- how many people do you reach ● FREQUENCY- how many times do they see-hear the message ● 120. 6 million households ● 2.54 people per household ● 120.6 x 2.54 = 306.3 total individuals ● Rating point = 1% of total households = 1.2m households ● 1 rating point = 3.04m total individuals 3. Provide a definition for three kinds of sampling error. Sample: A segment of a population
• Sampling Theory- 2 components - randomized & everyone has same probability of being selected 3 kinds of statistical errors 1. Sampling error
• Sample doesn’t represent entire population and the results found in the sample do not represent the results that would be obtained from the population (bball team) most common in surveys (look at the cooperation rate to see how high/low… high is better) ● 2. Measurement error
• Caused by interviewers, respondents, data processors, or other survey personnel (if they don’t want to talk to you, or question is misleading), poorly worded questions/questionnaire design, inadequate personal training or supervision, insufficient quality control

● 3. Response error

• Any error introduced into the survey results due to respondents providing untrue or incorrect information, Respondents provide untrue or incorrect info (Caused by language/educational issues), misunderstanding of the question by the respondent, Social desirability bias – responding so as not to get embarrassed/"being better"
• Low statistical error = higher reliability and validity 4. A major firm recently found in their surveys that supporters of a candidate tended not to admit that they would vote for that candidate. What kind of sampling error is this and how might this be corrected? Response error (social desirability bias and dishonesty), reword question to something that has less bias 5. What is the difference between the reliability of reported data and the validity of reported data? Reliability ● If repeated do you get the same results? Validity
• Do the survey results reflect reality? Are you actually measuring what you think you are? (IQ tests, not always accurate) Relevance/external validity
• Generalizability to other events or people Credible
• Are the sources and methods fully disclosed? Law of diminishing returns ● Larger the sample size, less the error but After 2000 it gets smaller in between each point ● Once u reach a certain point, not worth the money to keep adding people ● As sample size increases, margin of error decreases ● Amount that error decreases by decreases as the sample size continues to get larger (diminishing returns to increasing sample size) ● Certain point where the level in decrease in error does not warrant an increase in the sample size 6. I have been hired to complete a survey using random sampling. My total population is 150,000. My client suggests I create a sample of 20,000 respondents. I suggest a sample of 1500. Who is correct and why? Yes, because the law of diminishing returns, would be a waste of money to sample 20, ● Line chart with U is called – normal distribution (basis for sampling theory) ● Cooperation rate so low, polls are not very accurate Lecture 6

4. List the ways you can create engagement, empathy and participation with your not for profit cause. ● Select the right cause ● Tell a story ● Understand the values it represents ● Make it easy to understand ● Relate it to everyday life needs and desires ● Make it visual ● Grab the heart 5. Explain why social media marketing is a process and not a one-time event. ● You need to go through a cycle of learning, creating, measuring, getting feedback, creating more, measuring more, etc. **Lecture 8 (Lucy)

1. List three things that went wrong with the 1969 United States Draft Lottery.** ● Wasn’t a fair method of sampling ○ In a true sample, everyone from population has equal chance of being selected and it is truly randomized ● Once the capsules with the birthdays were placed in the bowl, they werent mixed around ● Also, person picking would generally pick from top, leaving the birthdays at the bottom to be safer ● Sampling without replacement ○ Once a birthday was drawn, it wasn’t replaced, meaning every round the likelihood of being picked increased (1/365, 2/364, 3/363) 2. What does sampling without replacement mean and what impact does it have on a sample? Sampling without replacement is like picking cards from a deck and not putting them back. Its impact on a sample includes reducing the number of choices to choose from next, changing chances (since you aren’t putting the card back, the more you pick, the fewer options you have). It is also much harder to predict outcomes because the probability changes every time. In terms of the draft: the first birthday had 1/365 (0.27%) chance of being picked. Later, you could have a 100/265 chance of being picked (38%), so the probability changes if not replaced by a blank. 3. Describe a statistically valid method for implementing a draft system in the United States. There must be random selection (preferably electronic, some sort of randomized lottery system). The eligibility criteria must be clearly defined and consider factors such as age, gender, physical and mental health, educational background, etc. 4. I just completed a survey and got a 35 percent return rate. You completed a survey and got an 85 percent return rate. Which sample contains the least amount of error and describes that error in terms of a population distribution. Lecture 9

1. List three social media developmental recommendations based on the notion of “build a cupcake” and Gall’s Law. Gall’s Law - A complex system that works is invariably found to have evolved from a simple system that worked. - The inverse proposition also appears to be true: A complex system designed from scratch never works and cannot be made to work. - You have to start over, beginning with a working simple system. - Build simply from the start - Get the simple things to work first - Evolution according to feedback - Progress before perfection 2. What is the difference between stock and flow as it relates to the development of social media content? Why are they both important? - Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist. - Feed, interactivity - Stock - durable stuff, content you produce that’s as interesting in two months as it is today, what people discover via search, spreads slowly but surely (building fans over time) - Go to learn more, what we put in SEO - You need both - daily flow and durable stock 3. Provide one example of content that might be better for Facebook than Twitter. ● A post geared more towards adults, adult memes (Dad’s embarrassing donut post) ● Twitter has a character limit and is more fast-paced in nature than Facebook, thus long videos or multimedia content could be much better suited for Facebook. Twitter is more conducive to concise and quickly consumable content like short videos, images, or brief updates. 4. When you are designing a social media headline what variables should you take into account? ● Length (17-50 milliseconds to capture attention/interest) ● Optimum headline length is 16-18 words in English, 19-21 in Spanish ● Design (F shaped eye pattern), know what targets are scanning for 5. Provide three reasons why people don’t click on boring. ● There are so many ads each day, social media is full of interesting content ● People consume so much media each day, boring things are not worth their time to engage with ● People don’t have time to pay attention to things they are not interested in, already so much content 6. What are the essential elements of a great story for social media? ● Powerful stories resonate with us ● We identify with heroes and villains because of human tendencies (story should share a common thread with humanity) ● Powerful stories point to a greater cause ● Powerful stories show the light and dark (challenges from both good and evil) ● Powerful stories teach (often through journey not facts) ● Easily shared (WOM diffusion)

10. The saying “If you’re not appearing you’re disappearing” has what implications for developing social media tactics? ● People need to see you content, otherwise the next best thing will come about **Lecture 10

1. Why does Amazon have such great conversion rates for the products they offer? What are the factors that lead to this high level of conversion?** ● Superior search function helps customers find products quickly– fewer steps= higher conversion rate ● Superior to other retail websites (“Results not found”) ● Tailored to user (shopping history) ● Refined by millions of searches ● Information layout is key to conversion on any site ● Provides thorough sense of product with multiple pictures ● Answers most potential questions at top of page ● Easy-to-navigate purchase process is essential for conversion ● Prominent “Ad to Cart” button ● 1-Click® shopping prevents consumers from changing their mind ● Additional information on product gives customers peace of mind ● Technical product information uses same format in all categories ● Easy to find, even with glut of information ● Additional peace of mind ● Customer reviews are very convincing for most internet shoppers ● Second step of conversion process (following “Add to Cart” click) ● “Proceed to Checkout” prominent ● Related products displayed to maximize transaction value ● Stored information saves steps (no additional steps for shipping or credit card information) ● Fewer steps = higher conversion rate ● User profile enables stored shipping and credit card information (and email messages) ● Most important product information at top (“above the fold”) ● Easy-to-navigate checkout procedure 2. Customer loyalty to Amazon is an important part of their success. What does Amazon do to foster loyalty to Amazon? Deployment of the platform’s most powerful loyalty weapon: Customer Experience. And, as we are aware, the patient experience is an infinite liability that burdens the Healthcare industry (Amazon prescriptions). Prime membership benefits (fast/free shipping, access to streaming services), customer retention efforts (i.e. subscribe and save, prime). ● Search - beats google in product related searches ● Hardware - voice on home devices = 70% ● Distribution - 1.6 million boxes shipped per day, 3.5 billion globally ● Cloud - AWS = $16b 2017 ● Product ● Creating a customer is expensive—increasing a customer’s spending is much easier. Marketing 101: It is cheaper to keep a current customer than it is to create a new one
   • Add-on product recommendations
   • Upgrades

• Product reviews Amazon has changed the way we value companies.
• Less on profit and more on growth.
• Invest more on infa-structure and pay less taxes. 3. Create a list of Amazon digital assets. Which of these assets do you think are most important for the ongoing success of Amazon? ● Twitch: $970 million, video platform for video games, transaction date 2014. ● Zappos: $928 million, online shoes, transaction date 2009. ● Kiva Systems: $775 million, warehouse robot systems, transaction date 2012. ● Exchange.com: $645 million, online book marketplace, transaction date 1999 ● Quidsi: $545 million, online retailer, transaction date 2010 ● Washington Post: $250 million, newspaper, transaction date 2013. ● Souq: $580 m, Middle Eastern entry for online retail ● Whole Foods Market: $13.7 billion, 456 stores ● GameSparks: AWS gaming software ● Graphiq: Alexa software assistant ● Thinkbox Software: AWS media design software ● Do.com: Support for AWS cloud platform ● Body Labs: Artificial intelligence that understands the 3D body shape and motion of people from RGB photos or videos. ● Goo Technologies: Internet search engine and web portal based in Japan ● Blink Home: Security cameras and video doorbells ● Ring: Home security and video doorbell ● PillPack: Digital pharmacy with home delivery services (important for future) ● More: Supermarket chain ● Zoox: Self driving autonomous technology. (important for future) ● Tapzo: India's first 'All-in-One' app that allows you to access 35+ apps in a single tap ● MGM: US movie studio ● Dispatch: Artificial Intelligence (important for future) ● Amazon Go, Treasure truck, book store, movies/tv, kindle, music, live stream sports, prime now 4. What Amazon digital assets can be leveraged to the advantage and growth of The Washington Post? ● Exchange.com: $645 million, online book marketplace, transaction date 1999 ● Graphiq: Alexa software assistant ● Thinkbox Software: AWS media design software ● Dispatch ● Amazon Go, Treasure truck, book store, movies/tv, kindle, music, live stream sports, prime now Lecture 11 (Sam)

• Personnel helps a station with better advertisements
• Media properties are generally valued as a multiple of their revenue or cash flow properties 6. My media property is in a $100m total media advertising market. Our annual revenue is $12.5m off of our 10 shares. What is our conversion ratio? Conversion ratio= station revenue/station share 12.5/10= 1. **Lecture 12 (Sam)

1. In terms of social media and analytics, why is the Diffusion of Innovation theory important to the understanding of our marketing efforts?** Definition: process where an innovation is communicated through certain channels over time among the members of a social system ● It is what helps us go viral ● Important because it helps “spread the word”

• Word of mouth (WOM)
• Defines key diffusion variables
• Why content succeeds or fails
• Power of context
• Significance of why Innovation– an idea, practice, or object that is perceived as new by an individual or other unit of adoption (i.e. mobile phones, AI, e-cars, lightbulb) Communication channels– the means by which messages get from one individual to another Time–
• Innovation-decision process
• Relative time with which an innovation is adopted
• Innovation’s rate of adoption Social system– set of interrelated units that are engaged in joint problem solving to accomplish a common goal 2. What does the product adoption curve tell us about developing a marketing strategy? How do marketing strategies differ between each adoption group? Innovator 2.5% - early adopters 13.5% - early majority - late majority - laggards
• Similar to distribution curve
• Most people are between early and late majority ● Innovators: Focus on product details and highlight how your product differs from others in the market. Invite honest feedback and endeavor to head off potentially negative press before it reaches the public.

● Early adopters: spend time highlighting product features and key details that will help ● promote and, in turn, sell your product. ● Early majority: more cautious with their time and money, and they need honest facts on why one product is better than another. These buyers make more emotion-driven purchases. When marketing to Pragmatists, sell product benefits over features and share stories of how others are succeeding ● Late majority: re-hit each of the product selling points, recycling a variety of existing content to give Conservatives the single convincing nudge they’re looking for to make that final purchasing decision. Show them the path others have paved and the positive experiences they’ve had ● Laggards: Promoting your customer service or technical support team will prove to be a strong selling strategy for this group

**3. Rogers defines five attributes that determine the speed of adoption for an innovation. What are these five attributes? For mobile phone***** ● Relative advantage: how an innovation is better than the previous product ○ no wires and completely mobile, use anywhere all in one device ● Compatibility: how an innovation is consistent with existing values, experiences, and needs of adopters ○ direct communication as before, same experience but now mobile ● Complexity: how difficult an innovation is to use ○ Open and dial ● Trialability: how an innovation may be tested or experimented with ○ Available everywhere and trial is easy ● Observability: how the outcomes of the product are visible to others 4. What is the Law of the Few as defined by Malcolm Gladwell in his book The Tipping Point? These individuals, with their unique qualities, can act as catalysts in tipping a trend or idea from a small, localized phenomenon to a widespread and influential trend. The Law of Few emphasizes the importance of identifying and leveraging the influence of specific individuals to maximize influence. Tipping point is in between early adopters and early majority ● Connectors: (skilled at) connect to other people, opinion leaders, vast network of social connections ● Mavens: share extensive knowledge/expertise in particular subject (go-to for advice/recommendations), influencers, show and telling product bc connected

Study Guide for MKT 389 Chapters 1 to 8 Ch. 1

1. The authors use the terms owned media, paid media and earned media. Define each term. ● Owned media: any media asset or property that a company owns, controls, and utilizes to reach a prospective audience ● Earned media: something generated by word of mouth, buzz, or a communication “going viral.” PR professionals referred to as “free media” ● Paid media: digital media channels that a brand pays to get their message, offer, or branded content in front of an audience they believe it will resonate with 2. What does data segmentation do for you and why is it important in media metrics? ● Segments are an incredibly powerful tool that enables you to drill down and ask very specific questions about a specific group of visitors rather than always looking at traffic in the aggregate. ● Its important as it can help determine customer segmentation to better understand target audiences and effective marketing strategies ● Enables you to personalize your web analytics in the way that’s most relevant to your business ● Allows you to define custom variables and classify individual user segments or groups. ○ With custom segmentation, you can divide your audience into segments that mirror your customers and prospects. ○ Optimize and personalize the user experience for each, and be able to drill down into specific subsections of a site. 3. What does it mean to do an analysis of user path visualization? ● enables you to determine the highest-performing visitor conversion paths ● Enables you to analyze eye-tracking on a site and helps you understand what users are getting stuck on, what causes the most abandonment, what attracts users, etc. **Ch. 2

4. Name two digital metrics you would use if you were trying to raise awareness for your product/service cause?** ● Impressions- number of times someone viewed or had the opportunity to view your content ● Page views ● Reach 5. Name the Facebook metrics you feel are important to gauge the success of a Facebook campaign. ● Reach ● Total likes ● Engaged users ● Engagement rate ● Comments ● Shares 6. How do you calculate cost per engagement on Facebook and Twitter? ● It is calculated as the total amount spent divided by post engagement. ● As there are multiple post engagement metrics, select the ones that are most appropriate for your business. ● Facebook: cost per view– total amount spent/3-second video views 7. What’s the difference between earned conversations and in-network conversations?

● Earned conversations are social media conversations that take place outside of the owned social media properties while in-network conversations are conversations, or content, that the community generates on its own and posts to owned properties. ● Earned conversations ; social media conversations taking place outside of the owned social media properties ● In-network conversations ; foster a sense of contribution in online community, conversations that the community generates on its own and posts to owned property

8. What is A/B testing? ● A method used to compare different versions of digital advertising or website landing pages to determine which one performs better. ● a randomized experimental approach to marketing with two variants - A & B; ex. subject line testing in email marketing to see what recipients would be more likely to click on 9. Give and example of an organic search and a paid search. ● Paid search ○ A paid search is any form of online advertising that ties an ad to a specific keyword- based search request. ○ Metrics: impressions, clicks, CTR, cost per click, impression share, sale or revenue per click, average position ○ if search term "iPhone 11" - ad links to specific stores selling iPhone 11, "Shop iPhone 11 at this local store!" ● Organic search ○ Organic search results are listings on search engine result pages that appear because of specific relevance to search terms. Do not appear because of an advertisement. ○ Metrics: known & unknown keywords, known & unknown branded keywords, total visits, total conversions from known keywords, average search position. ○ if search term "iPhone 11" - news on iPhone 11 releases, info on what iPhone 11 features are ● You search: “healthy smoothie recipes” ○ Organic search– non-promoted listings that appear based on the search engine’s algorithm and relevance to your query (NOT influenced by advertising payments) ○ Paid search– a company that sells smoothie ingredients/smoothie company wants to promote their products, so they create an advertising campaign and bid on relevant keywords like “healthy smoothie ingredients” or “organic smoothie supplies” so you may see their sponsored listings at the top of the search results page (they paid to have their link shown when users search for specific keywords related to their product(s)) 10. What is the value of primary research and make a list of the important variables you would want to measure. ● The value of primary research is that it can be easily verified as it is first-hand and can be customized to the subject being study to provide the best information ○ Brand perception ○ Message resonance ○ Executive reputation ○ Advertising performance **Ch. 3

11. What is a “marketing stack” and why is it important to the understanding of digital analytics?** ● a group of tools marketers use to help run and improve their marketing activities. Includes: