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Enterpreanur

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0% found this document useful (0 votes)
17 views116 pages

Enterpreanur

Uploaded by

Prasetyo Nugroho
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Retargeting / Remarketing?

seagatejogja@ugm
Definition
• “Marketing is the process of communicating the value of a product or
service to customers, for the purpose of selling that product or
service.”
• Remarketing (or Retargeting) would simply mean the action of re-
marketing or re-engaging your visitors and customers with highly
targeted ads based on their recent interaction with your product or
service when they leave your website without buying from you.
• It’s a fact that some people buy in the first visit, but we are talking
about 1% to 2% of them. What about the other 98%? Yeah, squeeze
pages can grab some leads, so you may target around 30% to 40% of
those people by email marketing, but you are still wasting more than
half of your visitors.
Facebook Retargeting
How to Do FB Retargeting/Remarketing
Effective Landing Page

seagatejogja@ugm
What Is a Landing Page?
• In digital marketing, a landing page is a standalone web page,
created specifically for a marketing or advertising campaign.
• It’s where a visitor “lands” after they click on a link in an email,
or ads from Google, Bing, YouTube, Facebook, Instagram,
Twitter, or similar places on the web.
• Unlike web pages, which typically have many goals and
encourage exploration, landing pages are designed with a
single focus or goal, known as a call to action (or CTA, for
short).
Landing Page Anatomy
There are five core elements that every high-converting landing
page must have:
1.A unique selling proposition (USP)
2.A hero image or video
3.The benefits of your offering
4.Some form of social proof
5.A single conversion goal (or your call to action)
Unique Selling Proposition (USP)
• Your unique selling proposition is the sizzle that sets your
product or service apart from the competition.
• It’s the answer to the nagging question, “What makes this offer
so special?” Don’t get hung up on the whole “unique” thing.
• Think of your USP as how you position your offering as
different (and better!) from all the rest.
• Landing pages need to communicate this proposition in a
succinct way so that your visitors immediately understand what
makes your product or service appealing.
• A series
of page
element
s tell the
story of
why
your
offering
is
unique
https://www.onxmaps.com/hunt/app
• The main headline
• Your landing page headline is the first thing that your visitors will read.
So it’s critical that it very clearly describes what a visitor stands to get
from your product or service. Keep your headline punchy and be direct
about your USP—this isn’t the place to compose surrealist poetry.
• A supporting headline
• Since headlines need to be short and sweet, sometimes you’ll use a
subheading to provide a touch of extra info. Don’t get carried away
here either, though. As with the headline, shorter is better.
The Hero Image
• First impressions are important, and the hero image (or
background video) is likely the first visual element of your
landing page that visitors will see.
• Ideally, a hero image should show the context of use.
Benefits
• Your landing page needs supporting copy beyond the headline
to persuade most people. The key here is to describe
specific benefits along with features.
• What’s the diff’? A feature is a specific quality of your product or
service, while a benefit describes a positive impact that the
feature has.
“You can create landing pages by yourself, without help from a
developer, using Apps drag-and-drop builder.”
Social Proof
• Simply put, social proof is the influence that people around us
have on the decisions we make.
• On a landing page, social proof takes many forms:
1.Direct quotes from customers
2.Case studies (or links to case studies)
3.Video interviews or testimonials
4.Logos of customer companies
5.Review scores from sites like Yelp, Amazon, or Capterra
• Be sure to make your testimonials a whole lot more convincing
by including real customer names and photographs instead of
stock photos and fake names.
A Conversion Goal (Your Call to Action)
• Last but not least, a landing page should be focused on just one
conversion goal—or else it ain’t a landing page (see the
previous section). To your visitor, this is presented as a call-to-
action (CTA), which can be either a standalone button on a
clickthrough page or a form on a landing page designed for lead
generation.
Copywriting
Internet Marketing and
Advertising

seagatejogja@ugm
The Online Purchasing Decision

A consumer behavior model is a


■Five stages in consumer
theoretical framework for
explaining why and how
decision process
customers make purchasing • Awareness of need
decisions. The goal of consumer • Search for more information
behavior models is to outline a • Evaluation of alternatives
predictable map of customer
decisions up until conversion, thus • Actual purchase decision
helping you steer every stage of • Post-purchase contact with firm
the buyer’s journey.
The Consumer Decision Process and
Supporting Communications

Figure 6.2, Page 376


The Online Purchasing Decision (cont.)

■Decision process similar for online and


offline behavior
■General online behavior model
• User characteristics
• Product characteristics
• Web site features: latency, usability, security
• Attitudes toward online purchasing
• Perceptions about control over Web environment
■Clickstream behavior
A clickstream
• A clickstream is the recording of what a user clicks on while
browsing the web. Every time he or she clicks on a link, an image,
or another object on the page, that information is recorded and
stored.

• You can find out the habits of one individual, but more useful is
when you record thousands of clickstreams and see the habits
and tendencies of your users.
Shoppers: Browsers and Buyers
■ Shoppers: Almost 90% of Internet users
• 74% buyers
• 16% browsers (purchase offline)
■ One-third of offline retail purchases influenced
by online activities
■ Online traffic also influenced by offline brands
and shopping
■ E-commerce and traditional commerce are
coupled: Part of a continuum of consuming
behavior
What Consumers Shop for and
Buy Online

■Big ticket items ($1000 or more)


• Travel, computer hardware, electronics
• Consumers now more confident in purchasing costlier
items
■Small ticket items ($100 or less)
• Apparel, books, office supplies, software, and so on
■Types of purchases depend on level of
experience with the Web
How Consumers Shop

• How shoppers find online vendors


❖ Highly intentional, goal-oriented
❖ Search engines
❖ Marketplaces (Amazon, eBay)
❖ Specific retail site
• 10% of Internet users don’t shop online
❖ Trust factor
❖ Hassle factors (shipping costs, returns, etc.)
Trust, Utility, and Opportunism
in Online Markets
■ Two most important factors shaping decision to
purchase online:
• Utility:
■ Better prices, convenience, speed
• Trust:
■ Most important factors: Perception of credibility, ease of use,
perceived risk
■ Sellers can develop trust by building strong reputations for
honesty, fairness, delivery
Digital Commerce Marketing and
Advertising: Strategies and Tools
■ Internet marketing (vs. traditional)
• More personalized
• More participatory
• More peer-to-peer
• More communal
■ The most effective Internet marketing has all four
features
Multi-Channel Marketing Plan
1. Web site
2. Traditional online marketing
• Search engine, display, e-mail, affiliate
3. Social marketing
• Social networks, blogs, video, game
4. Mobile marketing
• Mobile/tablet sites, apps
5. Offline marketing
• Television, radio, newspapers
Strategic Issues and Questions

■ Which part of the marketing plan should you focus on first?


■ How do you integrate the different platforms for a coherent
message?
■ How do you allocate resources?
• How do you measure and compare metrics from different platforms?
• How do you link each to sales revenues?
Establishing the Customer Relationship

■ Web site functions to:


• Establish brand identity and customer expectations
■ Differentiating product
• Anchor the brand online
■ Central point for all marketing messages
• Inform and educate customer
• Shape customer experience
Online Advertising
• Online advertising
❖ Display, search, mobile messaging, sponsorships,
classifieds, lead generation, e-mail
❖ Fastest growing form of advertising
❖ Advantages:
• 18–34 audience is online
• Ad targeting
• Price discrimination
• Personalization
Traditional Online Marketing and
Advertising Tools
■Search engine marketing and advertising
■Display ad marketing
■E-mail marketing
■Affiliate marketing
■Viral marketing
■Lead generation marketing
Search Engine Marketing and Advertising
■ Search engine marketing (SEM)
• Use of search engines for branding
■ Search engine advertising
• Use of search engines to support direct sales
■ Types of search engine advertising
• Sponsored links (keyword paid inclusion)
• Keyword advertising
• Network keyword advertising (context advertising)
Search Engine Marketing (cont.)

■Search engine optimization (SEO)


■Google search engine algorithms
• Panda, Penguin, Hummingbird, Knowledge Graph
■Social search
• Utilizes social contacts and social graph to provide fewer and more
relevant results
■Search engine issues
• Paid inclusion and placement practices
• Link farms, content farms
• Click fraud
Display Ad Marketing

■ Banner ads
■ Rich media ads
• Interstitial ads
■ Video ads
• Far more effective than other display formats
■ Sponsorships
■ Native advertising
Display Ad Marketing (cont.)

■ Advertising networks
■ Programmatic advertising
• Real-time bidding process (RTB)
• Ad exchanges
■ Display advertising issues
• Ad fraud
• Viewability
How an Advertising Network
Such as DoubleClick Works

Figure 6.7, Page 395


E-mail Marketing
■Direct e-mail marketing
• Messages sent directly to interested users
• Benefits include
■ Inexpensive
■ Average over 6% click-throughs for in-house lists
■ Measuring and tracking responses
■ Personalization of messages and offers
■ Three main challenges
• Spam
• Anti-spam software
• Poorly targeted purchased e-mail lists
Spam

•Unsolicited commercial e-mail


•Around 60% of all e-mail in 2014
•Most originates from bot networks
•Efforts to control spam have largely failed:
❖ Government regulation (CAN-SPAM)
❖ State laws
❖ Voluntary self-regulation by industries (DMA )
❖ Canada’s stringent anti-spam laws
Other Types of Traditional Online
Marketing
■ Affiliate marketing
❖ Commission fee paid to other Web sites for sending
customers to their Web site
■ Viral marketing
❖ Marketing designed to inspire customers to pass
message to others
■ Lead generation marketing
❖ Services and tools for collecting, managing, and
converting leads
Social, Mobile, and Local Marketing
and Advertising
■ Social marketing/advertising
• Fastest growing type of online marketing
• Enormous audiences of social networks
• Four features driving growth
■ Social sign-on
■ Collaborative shopping
■ Network notification
■ Social search (recommendation)
Social Marketing/Advertising (cont.)

■ Blog marketing
• Educated, higher-income audience
• Ideal platform to start viral campaign
■ Game marketing
• Large audiences for social and mobile games
• Used for branding and driving customers to purchase moments at
restaurants and retail stores
Mobile Marketing and Advertising

■35% of online marketing, growing rapidly


■Major formats:
• Display, rich media, video
• Games
• E-mail
• Text messaging (SMS)
• In-store messaging
• Quick Response (QR) codes
• Couponing
■App marketing
Local Marketing

• Geared to user’s geographic location


• Advertisers expected to spend around $32 billion on online local ads
in 2014
• Most common local marketing tools
❖ Geotargeting with Google Maps
❖ Display ads in hyperlocal publications
❖ Daily deals
❖ Coupons
Multi-Channel Marketing

■ Average American spends more than 45% of media time on digital


media channels
■ Consumers also multitask, using several media
■ Internet campaigns strengthened by using other channels
• Most effective are campaigns using consistent imagery throughout
channels
Other Online Marketing Strategies

■ Several strategies are more focused than traditional online and


newer strategies
•Customer retention strategies
•Pricing strategies
•Long Tail marketing
Other Online Marketing Strategies

■Customer retention strategies


•Personalization and one-to-one marketing
(interest-based advertising)
■ Retargeting
■ Behavioral targeting
• Based on data from search engine queries, clickstream history,
social network data, and integration of offline personal data and
records
• Effectiveness still inconclusive
• Privacy issues
Other Online Marketing Strategies (cont.)

■ Customization
• Changing the product
• Information goods ideal for differentiation
■ Customer co-production
• Customers help create product
■ Customer service
• FAQs
• Real-time customer chat systems
• Automated response systems
Pricing Strategies

■ Pricing
• Integral part of marketing strategy
• Traditionally pricing based on
■ Fixed cost
■ Variable costs
■ Demand curve
■ Price discrimination
• Selling products to different people and groups based on willingness to
pay
Pricing Strategies (cont.)

■ Free and freemium


• Can be used to build market awareness
■ Versioning
• Creating multiple versions of product and selling essentially same product to different
market segments at different prices
■ Bundling
• Offers consumers two or more goods for one price
■ Dynamic pricing
• Auctions
• Yield management: Amazon
• Surge pricing: Uber
• Flash marketing: Rue La La, HauteLook, Gilt Groupe
Long Tail Marketing

■ Internet allows for sales of obscure products with little demand


■ Substantial revenue because
• Near zero inventory costs
• Little marketing costs
• Search and recommendation engines
Insight on Technology: Class Discussion

The Long Tail: Big Hits and Big Misses


•What are “recommender systems”? Give an example of
one you have used.
•What is the “Long Tail” and how do recommender
systems support sales of items in the Long Tail?
•How can human editors, including consumers, make
recommender systems more helpful?
Internet Marketing Technologies

• Internet’s main impacts on marketing:


❖ Scope of marketing communications broadened
❖ Richness of marketing communications increased
❖ Information intensity of marketplace expanded
❖ Always-on mobile environment expands marketing opportunities
Web Transaction Logs

■Built into Web server software


■Record user activity at Web site
■Provides much marketing data, especially combined with:
• Registration forms
• Shopping cart database
■Answers questions such as:
• What are major patterns of interest and purchase?
• After home page, where do users go first? Second?
Tracking Files

• Users’ browsing tracked as they move from site to site


• Four types of tracking files
❖ Cookies
• Small text file placed by Web site
• Allows Web marketers to gather data
❖ Flash cookies
❖ Beacons (“bugs”)
❖ Apps
Databases

■ Enable profiling
■ Store records and attributes
■ Database management system (DBMS):
• Software used to create, maintain, and access databases
■ SQL (Structured Query Language):
• Industry-standard database query and manipulation language used in a relational
database
■ Relational database:
• Represents data as two-dimensional tables with records organized in rows and
attributes in columns; data within different tables can be flexibly related as long as the
tables share a common data element
Data Warehouses and Data Mining

•Data warehouse:
❖ Collects firm’s transactional and customer data in single location for
offline analysis by marketers and site managers
•Data mining:
❖ Analytical techniques to find patterns in data, model behavior of
customers, develop customer profiles
• Query-driven data mining
• Model-driven data mining
• Rule-based data mining
Hadoop and the Challenge of Big Data

• Big Data
❖ Web traffic, e-mail, social media content
• Traditional DBMS unable to process the volumes—petabytes and
exabytes
• Hadoop
❖ Open-source software solution
❖ Processes any type of data, including unstructured and semi-structured
❖ Distributed processing
Marketing Automation and Customer
Relationship Management (CRM) Systems
■ Marketing automation systems
• Track steps in lead generation from product awareness to purchase
■ CRM systems
• Manage relationship with customers once purchase is made
• Create customer profiles:
■ Product and usage summary data, demographic and psychographic data,
profitability measures, contact history, marketing and sales information

■ Customer data used to:


• Develop and sell additional products
• Identify profitable customers
• Optimize service delivery, and so on
A CRM System

Figure 6.10, Page 432


Online Marketing Metrics: Lexicon
■ Audience size or market ■ Conversion to
share customer
❖ Impressions ❖ Acquisition rate
❖ Click-through rate (CTR) ❖ Conversion rate
❖ View-through rate (VTR) ❖ Browse-to-buy ratio
❖ Hits ❖ View-to-cart ratio
❖ Page views ❖ Cart conversion rate
❖ Viewability rate ❖ Checkout conversion
❖ Stickiness (duration) rate
❖ Unique visitors ❖ Abandonment rate
❖ Loyalty ❖ Retention rate
❖ Reach ❖ Attrition rate
❖ Recency
Online Marketing Metrics (cont.)
■Social marketing •E-mail metrics
❖ Conversation ratio • Open rate
❖ Applause ratio • Delivery rate
❖ Amplification • Click-through rate
❖ Sentiment ratio (e-mail)
• Bounce-back rate
How Well Does Online
Advertising Work?
■ Use ROI to measure ad campaign
■ Highest click-through rates: Search engine ads, permission
e-mail campaigns
■ Rich media, video interaction rates high
■ Online channels compare favorably with traditional
■ Most powerful marketing campaigns use multiple channels,
including online, catalog, TV, radio, newspapers, stores
The Costs of Online Advertising
■ Pricing models
• Barter
• Cost per thousand (CPM)
• Cost per click (CPC)
• Cost per action (CPA)
• Hybrid
• Sponsorship

■ Measuring issues
• Online marketing/online sales can be correlated
• Offline purchases cannot always be directly related to online
campaign

■ In general, online marketing is more expensive on


CPM basis, but more efficient in producing sales
Web Analytics

■ Software that analyzes data at each stage of the customer


conversion process
• Awareness
• Engagement
• Interaction
• Purchase
• Loyalty and post-purchase
■ Helps managers
• Optimize ROI on Web site and marketing efforts
• Build detailed customer profiles
• Measure impact of marketing campaigns
■ Google Analytics, Adobe Analytics, IBM Digital Analytics,
Webtrends
Web Analytics and the Online
Purchasing Process

Figure 6.12, Page 442

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