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