4. Def: Interruption
Marketing
• Traditional approach to marketing
• interrupted reg. prog.
5. Def: Interruption
Marketing
• Traditional approach to marketing
• interrupted reg. prog.
• get viewer to ‘think about a product’
6. Def: Interruption
Marketing
• Traditional approach to marketing
• interrupted reg. prog.
• get viewer to ‘think about a product’
• eg: Jingles, logos, characters...
7. Def: Interruption
Marketing
• Traditional approach to marketing
• interrupted reg. prog.
• get viewer to ‘think about a product’
• eg: Jingles, logos, characters...
• worked b/c the ‘community’ exposed to it was
relatively small
8. Def: Interruption
Marketing
• Traditional approach to marketing
• interrupted reg. prog.
• get viewer to ‘think about a product’
• eg: Jingles, logos, characters...
• worked b/c the ‘community’ exposed to it was
relatively small
11. Def: Permission Marketing
• Direct or Targeted marketing (niche marketing)
• Clients (or would-be clients) allow advertisers to market
to them through:
12. Def: Permission Marketing
• Direct or Targeted marketing (niche marketing)
• Clients (or would-be clients) allow advertisers to market
to them through:
• email
13. Def: Permission Marketing
• Direct or Targeted marketing (niche marketing)
• Clients (or would-be clients) allow advertisers to market
to them through:
• email
• newsletters (mailing lists)
14. Def: Permission Marketing
• Direct or Targeted marketing (niche marketing)
• Clients (or would-be clients) allow advertisers to market
to them through:
• email
• newsletters (mailing lists)
• sharing memes (viral marketing)
15. Def: Permission Marketing
• Direct or Targeted marketing (niche marketing)
• Clients (or would-be clients) allow advertisers to market
to them through:
• email
• newsletters (mailing lists)
• sharing memes (viral marketing)
• Fan pages...
16. Def: Permission Marketing
• Direct or Targeted marketing (niche marketing)
• Clients (or would-be clients) allow advertisers to market
to them through:
• email
• newsletters (mailing lists)
• sharing memes (viral marketing)
• Fan pages...
17. Def: Permission Marketing
• Direct or Targeted marketing (niche marketing)
• Clients (or would-be clients) allow advertisers to market
to them through:
• email
• newsletters (mailing lists)
• sharing memes (viral marketing)
• Fan pages...
Offer content appealing to a specific group
AKA: Niche Community building
19. Why Interruption Marketing doesn’t
work anymore...
• In an age of ad clutter, time is our scarcest commodity (being
‘interrupted = offensive)
20. Why Interruption Marketing doesn’t
work anymore...
• In an age of ad clutter, time is our scarcest commodity (being
‘interrupted = offensive)
• consumers are savvy to the ad process - characters are no
longer simply ‘cute’ (they’re annoying)
21. Why Interruption Marketing doesn’t
work anymore...
• In an age of ad clutter, time is our scarcest commodity (being
‘interrupted = offensive)
• consumers are savvy to the ad process - characters are no
longer simply ‘cute’ (they’re annoying)
• Few new product categories (focus is on getting you to switch)
22. Why Interruption Marketing doesn’t
work anymore...
• In an age of ad clutter, time is our scarcest commodity (being
‘interrupted = offensive)
• consumers are savvy to the ad process - characters are no
longer simply ‘cute’ (they’re annoying)
• Few new product categories (focus is on getting you to switch)
• new media (the web & free/on-demand content)
23. Why Interruption Marketing doesn’t
work anymore...
• In an age of ad clutter, time is our scarcest commodity (being
‘interrupted = offensive)
• consumers are savvy to the ad process - characters are no
longer simply ‘cute’ (they’re annoying)
• Few new product categories (focus is on getting you to switch)
• new media (the web & free/on-demand content)
• over-exposure to advertising (3000+ msgs/day)
26. Permission Marketing works on 3 principles:
• Anticipated: looked forward to
• Personal: Targeted to YOU (w/ your name)
27. Permission Marketing works on 3 principles:
• Anticipated: looked forward to
• Personal: Targeted to YOU (w/ your name)
• Relevant: Focuses on a topic YOU like
29. Marketing Strategy vs. Marketing Plan:
Marketing Strategy:
A summary of your company’s products & position in relation to
your competition.
Marketing Plan:
30. Marketing Strategy vs. Marketing Plan:
Marketing Strategy:
A summary of your company’s products & position in relation to
your competition.
Includes who your clients are.
Marketing Plan:
31. Marketing Strategy vs. Marketing Plan:
Marketing Strategy:
A summary of your company’s products & position in relation to
your competition.
Includes who your clients are.
And your Keyword Analysis
Marketing Plan:
32. Marketing Strategy vs. Marketing Plan:
Marketing Strategy:
A summary of your company’s products & position in relation to
your competition.
Includes who your clients are.
And your Keyword Analysis
Marketing Plan:
A doc spelling out how you’re going to achieve the goals
(i.e. serve the targets) laid out in your Marketing Strategy.
42. Define each ‘P’:
What it costs to deliver a service/product to market (factoring in every cost that goes into
Price: the final ‘price’ your customer sees... incl. COGS & profit)
Place:
Product:
Promo:
People:
Process:
Physical Evidence:
43. Define each ‘P’:
What it costs to deliver a service/product to market (factoring in every cost that goes into
Price: the final ‘price’ your customer sees... incl. COGS & profit)
Place: Where is your product/service available? Brick & mortar vs. web/e-commerce
Product:
Promo:
People:
Process:
Physical Evidence:
44. Define each ‘P’:
What it costs to deliver a service/product to market (factoring in every cost that goes into
Price: the final ‘price’ your customer sees... incl. COGS & profit)
Place: Where is your product/service available? Brick & mortar vs. web/e-commerce
Product: What you’re selling - either a good (a thing) or service
Promo:
People:
Process:
Physical Evidence:
45. Define each ‘P’:
What it costs to deliver a service/product to market (factoring in every cost that goes into
Price: the final ‘price’ your customer sees... incl. COGS & profit)
Place: Where is your product/service available? Brick & mortar vs. web/e-commerce
Product: What you’re selling - either a good (a thing) or service
Promo: How you present your product/service to the market... brochures, memes etc.
People:
Process:
Physical Evidence:
46. Define each ‘P’:
What it costs to deliver a service/product to market (factoring in every cost that goes into
Price: the final ‘price’ your customer sees... incl. COGS & profit)
Place: Where is your product/service available? Brick & mortar vs. web/e-commerce
Product: What you’re selling - either a good (a thing) or service
Promo: How you present your product/service to the market... brochures, memes etc.
People: Includes everyone involved in the production & delivery of a product, including people you
may never meet.
Process:
Physical Evidence:
47. Define each ‘P’:
What it costs to deliver a service/product to market (factoring in every cost that goes into
Price: the final ‘price’ your customer sees... incl. COGS & profit)
Place: Where is your product/service available? Brick & mortar vs. web/e-commerce
Product: What you’re selling - either a good (a thing) or service
Promo: How you present your product/service to the market... brochures, memes etc.
People: Includes everyone involved in the production & delivery of a product, including people you
may never meet.
*Focus on the people (the interaction) not the transaction
Process:
Physical Evidence:
48. Define each ‘P’:
What it costs to deliver a service/product to market (factoring in every cost that goes into
Price: the final ‘price’ your customer sees... incl. COGS & profit)
Place: Where is your product/service available? Brick & mortar vs. web/e-commerce
Product: What you’re selling - either a good (a thing) or service
Promo: How you present your product/service to the market... brochures, memes etc.
People: Includes everyone involved in the production & delivery of a product, including people you
may never meet.
*Focus on the people (the interaction) not the transaction
Process: How people become customers (how many steps b/t discovery & transaction)
Physical Evidence:
49. Define each ‘P’:
What it costs to deliver a service/product to market (factoring in every cost that goes into
Price: the final ‘price’ your customer sees... incl. COGS & profit)
Place: Where is your product/service available? Brick & mortar vs. web/e-commerce
Product: What you’re selling - either a good (a thing) or service
Promo: How you present your product/service to the market... brochures, memes etc.
People: Includes everyone involved in the production & delivery of a product, including people you
may never meet.
*Focus on the people (the interaction) not the transaction
Process: How people become customers (how many steps b/t discovery & transaction)
Physical Evidence:
Real World factors affecting you & your biz, like recession, entering new markets,
geography & market conditioning (i.e. what people are used to paying...)
50. Pricing Strategies (12 of them):
Premium: Unique, luxury service
Penetration: Artificially low prices to enter market (will rise eventually)
Economy: No frills... bare bones
Price Skimming: Inflated (gouging)
Psychological: Plays off emotion rather than ration eg: Designer handbags
Product Line: A range of offerings (Packages - delux, basic etc.)
Optional Product: Extras - up-sell items (eg: leather & sunroof)
Bundle: 2-for-1 (used to off load over stock), bulk buying
Promo: special offers (eg. seasonal promotions)
Geographical: regional pricing... eg: NY vs. Edmonton
Value: External factors (recessions) forcing you to re-consider rates, possibly at a loss
52. Define: SEO
• process of improving a web site’s (or
page’s) visibility in search engines
53. Define: SEO
• process of improving a web site’s (or
page’s) visibility in search engines
• via the natural/organic/unpaid or
algorithmic method
54. Define: SEO
• process of improving a web site’s (or
page’s) visibility in search engines
• via the natural/organic/unpaid or
algorithmic method
• i.e. on & off page factors...
57. Define SEM:
• Search Engine Marketing AKA PPC, or Pay
Per Click Advertising
• Using services like Google AdWords to buy
exposure on SEs & other partner sites
58. Define SEM:
• Search Engine Marketing AKA PPC, or Pay
Per Click Advertising
• Using services like Google AdWords to buy
exposure on SEs & other partner sites
• ‘Targets’ are determined by the PPC host
(i.e. Google) based on key words & search
terms typed queried
60. SEO vs PPC
SEO PPC
Advantages only costs time
Disadvantages
61. SEO vs PPC
SEO PPC
Advantages only costs time
long term
Disadvantages
62. SEO vs PPC
SEO PPC
Advantages only costs time
long term
higher trust factor
Disadvantages
63. SEO vs PPC
SEO PPC
Advantages only costs time
long term
higher trust factor
higher CTR
Disadvantages
64. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term
higher trust factor
higher CTR
Disadvantages
65. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor
higher CTR
Disadvantages
66. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR
Disadvantages
67. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR easy to track
Disadvantages
68. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR easy to track
Disadvantages
results take time
69. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR easy to track
Disadvantages
results take time
lots of effort!
70. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR easy to track
Disadvantages
results take time
lots of effort!
no guarantees
71. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR easy to track
Disadvantages costs $
results take time
lots of effort!
no guarantees
72. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR easy to track
Disadvantages costs $
results take time
no guarantees
lots of effort!
no guarantees
73. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR easy to track
Disadvantages costs $
results take time
no guarantees
lots of effort! bidding can be exclusive
no guarantees
74. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR easy to track
Disadvantages costs $
results take time
no guarantees
lots of effort! bidding can be exclusive
no guarantees distrust factor
75. SEO vs PPC
SEO PPC
Advantages only costs time instant traffic
long term easy & fast
higher trust factor easy to manage
higher CTR easy to track
Disadvantages costs $
results take time
no guarantees
lots of effort! bidding can be exclusive
no guarantees distrust factor
must keep paying
77. What is a microsite?
A distinct, self-contained ‘mini-site’ separate from a
larger parent site.
78. What is a microsite?
A distinct, self-contained ‘mini-site’ separate from a
larger parent site.
Usually contain content focused on one product or
service.
79. What is a microsite?
A distinct, self-contained ‘mini-site’ separate from a
larger parent site.
Usually contain content focused on one product or
service.
Serve as a hub for a marketing campaign
80. What is a microsite?
A distinct, self-contained ‘mini-site’ separate from a
larger parent site.
Usually contain content focused on one product or
service.
Serve as a hub for a marketing campaign
Usually intended to spread virally
81. What is a microsite?
A distinct, self-contained ‘mini-site’ separate from a
larger parent site.
Usually contain content focused on one product or
service.
Serve as a hub for a marketing campaign
Usually intended to spread virally
Used to launch new brands - establish new brand
identities.
82. What is a microsite?
A distinct, self-contained ‘mini-site’ separate from a
larger parent site.
Usually contain content focused on one product or
service.
Serve as a hub for a marketing campaign
Usually intended to spread virally
Used to launch new brands - establish new brand
identities.
Easy to track w/ analytics... (start fresh)
85. Domain names
What is a gTLD?
Generic Top Level Domain:
.com, .net, .biz, .edu, .gov, . info etc.
What is a ccTLD?
86. Domain names
What is a gTLD?
Generic Top Level Domain:
.com, .net, .biz, .edu, .gov, . info etc.
What is a ccTLD?
Country Code Top Level Domain
87. Domain names
What is a gTLD?
Generic Top Level Domain:
.com, .net, .biz, .edu, .gov, . info etc.
What is a ccTLD?
Country Code Top Level Domain
.ca, .uk, .us... etc.
89. What’s the difference between...
Web Directory:
• manually updated (human hands)
Search Engine:
90. What’s the difference between...
Web Directory:
• manually updated (human hands)
• listings of web pages organized by category
Search Engine:
91. What’s the difference between...
Web Directory:
• manually updated (human hands)
• listings of web pages organized by category
• typically we organized
Search Engine:
92. What’s the difference between...
Web Directory:
• manually updated (human hands)
• listings of web pages organized by category
• typically we organized
• good for data that doesn’t change frequently
Search Engine:
93. What’s the difference between...
Web Directory:
• manually updated (human hands)
• listings of web pages organized by category
• typically we organized
• good for data that doesn’t change frequently
Search Engine:
• indexes pages on the web based on keywords
94. What’s the difference between...
Web Directory:
• manually updated (human hands)
• listings of web pages organized by category
• typically we organized
• good for data that doesn’t change frequently
Search Engine:
• indexes pages on the web based on keywords
• uses ‘bots’ to crawl/scan pages (not humans)
95. What’s the difference between...
Web Directory:
• manually updated (human hands)
• listings of web pages organized by category
• typically we organized
• good for data that doesn’t change frequently
Search Engine:
• indexes pages on the web based on keywords
• uses ‘bots’ to crawl/scan pages (not humans)
• automatic organization
96. What’s the difference between...
Web Directory:
• manually updated (human hands)
• listings of web pages organized by category
• typically we organized
• good for data that doesn’t change frequently
Search Engine:
• indexes pages on the web based on keywords
• uses ‘bots’ to crawl/scan pages (not humans)
• automatic organization
• can index vast quantities of info quickly
103. How to optimize w/ Google in mind:
Write naturally
Use descriptive keyword rich <titles>
104. How to optimize w/ Google in mind:
Write naturally
Use descriptive keyword rich <titles>
Use topical keywords in <descriptions>
105. How to optimize w/ Google in mind:
Write naturally
Use descriptive keyword rich <titles>
Use topical keywords in <descriptions>
Repeat keywords/key-phrases in <body> *but only
naturally...
106. How to optimize w/ Google in mind:
Write naturally
Use descriptive keyword rich <titles>
Use topical keywords in <descriptions>
Repeat keywords/key-phrases in <body> *but only
naturally...
Break up <body> copy w/ Decks & Headers
107. How to optimize w/ Google in mind:
Write naturally
Use descriptive keyword rich <titles>
Use topical keywords in <descriptions>
Repeat keywords/key-phrases in <body> *but only
naturally...
Break up <body> copy w/ Decks & Headers
not too long... 1000-1300 word max.
108. How to optimize w/ Google in mind:
Write naturally
Use descriptive keyword rich <titles>
Use topical keywords in <descriptions>
Repeat keywords/key-phrases in <body> *but only
naturally...
Break up <body> copy w/ Decks & Headers
not too long... 1000-1300 word max.
keywords in image titles & descriptions
109. How to optimize w/ Google in mind:
Write naturally
Use descriptive keyword rich <titles>
Use topical keywords in <descriptions>
Repeat keywords/key-phrases in <body> *but only
naturally...
Break up <body> copy w/ Decks & Headers
not too long... 1000-1300 word max.
keywords in image titles & descriptions
Alternate content for dynamics (Flash).
121. Why would a webmaster not
want a SITE crawled?
122. Why would a webmaster not
want a SITE crawled?
• Its under construction
123. Why would a webmaster not
want a SITE crawled?
• Its under construction
• being updated
124. Why would a webmaster not
want a SITE crawled?
• Its under construction
• being updated
• is associated with a specific campaign that
hasn’t launched yet!
127. Crawling vs. Indexing?
Indexing:
• The algorithmic process of analyzing & storing
crawled pages
• determines PageRank (based on keywords etc.)
Crawling:
128. Crawling vs. Indexing?
Indexing:
• The algorithmic process of analyzing & storing
crawled pages
• determines PageRank (based on keywords etc.)
Crawling:
• The automated process by which spiders scan web
pages so that SEs can later update their indexes
129. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
130. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot
131. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot
• Googlebot-image
132. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot
• Googlebot-image
• Slurp
133. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot
• Googlebot-image
• Slurp
• MSNbot
134. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot • Allow
• Googlebot-image
• Slurp
• MSNbot
135. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot • Allow
• Googlebot-image • Disallow
• Slurp
• MSNbot
136. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot • Allow
• Googlebot-image • Disallow
• Slurp • Sitemap
• MSNbot
137. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot • Allow
• Googlebot-image • Disallow
• Slurp • Sitemap
• MSNbot • $ (wildcard)
138. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot • Allow
• Googlebot-image • Disallow
• Slurp • Sitemap
• MSNbot • $ (wildcard)
• *
139. robots.txt files use User Agents & Directives
to give directions to bots. What is an example
of each:
Agents: Directives:
• Googlebot • Allow
• Googlebot-image • Disallow
• Slurp • Sitemap
• MSNbot • $ (wildcard)
• *
• crawl-delay
141. In Google Analytics, what is
Bounce Rate?
• A metric reporting the number of visits to
your main/index page ONLY
142. What is the difference between the
metrics Referring Sites & Direct Traffic:
Direct Traffic:
Referring Sites:
143. What is the difference between the
metrics Referring Sites & Direct Traffic:
Direct Traffic:
• Hits ‘directly’ to your URLs (typed into browsers)
Referring Sites:
144. What is the difference between the
metrics Referring Sites & Direct Traffic:
Direct Traffic:
• Hits ‘directly’ to your URLs (typed into browsers)
Referring Sites:
• Records hits from Backlinks (links from other sites)
147. High quality inbound links
come from...
• Topically similar sites to your own
• (Also - Google allows sites which don’t
display ads pump more link juice)
148. High quality inbound links
come from...
• Topically similar sites to your own
• (Also - Google allows sites which don’t
display ads pump more link juice)
• Larger, older sites...
151. What is ‘Natural Link Acquisition?’
• Viral growth!
• Links spread organically across other sites
152. What is ‘Natural Link Acquisition?’
• Viral growth!
• Links spread organically across other sites
• People link to your site without you having
to directly influence them...
153. What is the SEO value of
‘social bookmarking?’
154. What is the SEO value of
‘social bookmarking?’
• Set up your own backlinks! Pump your own
link juice
155. What is the SEO value of
‘social bookmarking?’
• Set up your own backlinks! Pump your own
link juice
• new content constantly refreshing on your
site
156. What is the SEO value of
‘social bookmarking?’
• Set up your own backlinks! Pump your own
link juice
• new content constantly refreshing on your
site
• added keyword density from widgets
displaying feeds on a page on your site
159. robots.txt prevent crawling.
What does a sitemap.xml do?
• instructs spiders what pages to crawl
• provides a ‘map’ as to which pages on your
site you want to insure are indexed
160. What is the difference between
sitemap.xml & an html sitemap?
161. What is the difference between
sitemap.xml & an html sitemap?
• sitemap.xml - instructs search spiders
162. What is the difference between
sitemap.xml & an html sitemap?
• sitemap.xml - instructs search spiders
• html sitemaps are actual pages displayed on
sites, intended to help humans navigate
your site.
174. Google AdWords uses 4 Match Types
to allow you to target your
keywords... what re they?
175. Google AdWords uses 4 Match Types
to allow you to target your
keywords... what re they?
• Broad Match
176. Google AdWords uses 4 Match Types
to allow you to target your
keywords... what re they?
• Broad Match
• Phrase Match
177. Google AdWords uses 4 Match Types
to allow you to target your
keywords... what re they?
• Broad Match
• Phrase Match
• Exact Match
178. Google AdWords uses 4 Match Types
to allow you to target your
keywords... what re they?
• Broad Match
• Phrase Match
• Exact Match
• Negative Match