MKTG 370 Exam 2
Paid SM is
a method of displaying advertisements or sponsored marketing messages on popular social media platforms
SM advertising formats are:
Image, carousel, product, collection, interactive, lead form, video, and text
Image
uploading high quality photos
Carousel
range of 6-10 photos or videos
Product
Showcasing numerous products
(the stalking kind of ads)
Collection
like product but more engaging like Pinterest
Interactive
chatbots, lenses, polls
Lead Form
CTA learn more or download
Video
Used in other ad types and are videos to appear authentic and engaging
___% of videos are played without sound
50
Text
Simple with clear CTA
Boosted Post
Organic posts can then be boosted and then see stats
Influencer marketing is
a way for brands to promote their product through endorsements or recommendations.
1st use of Influencer
2006 PayPerPost
Content Creators may be influencers but
their focus is creating content, where influencers might not create content beyond photos
Two types of influencers are
Affect the purchase decision of others
Being part of a distinct niche he or she is actively engages
5 most cricial KPI for influencers are
Conversations, referral traffic, reach and awareness, audience growth, and engagement
Name a risk of using Influencers
Influencers must disclose everything
What to do if influencer fails
Quickly own it
Give a timely response and be transparent
Fix it
Content marketing is:
process for developing excuting and delivering the digital content
Three Major components for content marketing are
Creation
Dissemination
Measurement
Ecosultancy has 8 basic elements of content marketing which are
Strategy
Format
Content type
Platform
Metric
Goals
Triggers
Checklist
What makes blogs different
Publishable
Findable
Social
Viral
Syndicatable
Linkable
Most important step in blogging is
Deciding who the audience is
50% of blogs are abandoned within the first ___ days
90
Ways to Promote your blog
Request email sign up
____'s incorporated on the pages can helps with engagement of blogs
Videos
Word of mouth is more than
twice as effective as traditional marketing
Receiving feedback from blog posts can
help develop new ideas or help make improvements
Two ways to earn money from podcasts
Have advertisements in them
Fee based content
Formats of Podcasts
Presentation
Q&A
Co-host
A webinar is
a seminar that is conducted over the web, designed to be interactive
Best practices for blogs webinars podcasts
CTA
Call to action
Optimize your online brand by blogging
Visual storytelling is:
A compelling narrative placing your customers at the heart of the story staged with emotional visual media experience
How to tell a story step one:
Develop a plot: Drama leading to conflict and a resolution
How to tell a story step Two:
Developing a brand Archetype: Archetypes are easy for people to understand due to familiarity, identifying one helps create a personality and voice
Users are more likely to tap through an instagram story that uses a ______ approach
Narrative (story)
Best Practices for using images
Use images that express your brand, Rule of three contrast focal point and color wheel, use image quality, Have objectives, unique approach the resonates, different visuals for different platforms, show how it can be used
Sharing and copyright
Read fine print before using free images
Copyright infringement
can potentially have both civil and criminal consequences
Three of the main advantages of marketing with online videos include
engaging viewers, reaching large audience, showcasing products
what percent of meaning is conveyed through body language
50-80%
Entertaining Content
People want enjoyable fun content
Intimate Content
Human nature to follow stories and personal drama experience
Offbeat and unusual Content:
Video needs to be distinct and memorable to stand out
Challenging something taboo or unlikely and strange can be viral
Primary Sharing
Most straightforward step: when video creator posts it online
Secondary Sharing
Wheen insiders, family, or friends share it
Tertiary Sharing
When online viewers begin to share it
What is a big Don't for video content
Don't make a sales video, this is not an infomercial
An article Directory is:
a website where users submit original articles for approval and free distribution, organized into categories
First step on article-based marketing
Produce content that target audience will be interested in reading: articles are much longer than blogs which is a big factor
Marketers are the heaviest contributors to _____ directories
Article
White Papers are used for:
Informative documents for clients in business, delivered policy makers, for businesses offering a problem and solution but not pitched to a particular company
White paper is defined as
A technical document that describes how a technology or product solves a particular problem
Ebooks
documents that identifies a market problem and supplies an answer
Linked in content marketing
–Lesson #1. Create content for your audience.
–Lesson #2. Use photos and videos.
–Lesson #3. Monitor the work of your network.
–Lesson #4. Curate content for your network.
–Lesson #5. Plan and schedule.
Which two forms of marketing usually require an email for download
Ebook and white paper
Virtual Community
Aggregation of individuals or bus partners who interact around a shared interest, at least partially online
A brand community can be member initiated by
the brand or by the org can sponsor it
Virtual communities can be preferred because
longer customer lifetime
Increase diversity and global reach
Serve your customers better
–make personal connections and discuss common interests
–seek information and find support
–be entertained and join a cause
personal branding in virtual communities
Engage in professional discussion
Be careful in controversial topics
Search before posting
Properly show source
Digg 2004
First social news site to introduce voting making post with most diggs show up on top
Social Media Bookmarking is
process of saving a specific web page to a social bookmarking platform to revisit later
____ is still the most significant revenue source for social media platforms
Paid Advertising
New app for social Media
clubhouse based on voice
Privacy concerns for apps
Location based can have risks
This can also track travel patterns
Having things in a ____ format to optimize sites and searches
Mobile
_____ is often the entry point of customers purchase journey
Mobile experience