Issues in Marketing Communication and TV's Digitization
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This is the complete deck of slides used in my Master course on digital marketing communication at IHECS, Brussels, in 2016. It contains eleven chapters, respectively 1. Bring the Love Back 2. Are Traditional Media Dead? 3. Mapping the Journey 4. From Listening to Insights 5. Digital is NOT a channel 6. The Internet's Big Bang 7. The Digital Advertising ecosystem 8. Webdesign: Draper and Nerd 9. Social Media Marketing 10. Display 11. Search I have provided the links to all videos, also viewable on https://goo.gl/p1p9gi Get more from the course website LIVErtising.net and Twitter handle @LIVErtising. I'd be grateful for comments or suggestions, shares and encouragement!
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Issues in Marketing Communication and TV's Digitization
- 4. LIVErtising.NET IHECS 2015-16 4 billboard coupons print campaign 28 to 34, modest disposable income
- 5. LIVErtising.NET IHECS 2015-16 5 14% of people trust ads 78%of people trust recommendations
- 7. LIVErtising.NET IHECS 2015-16 7 14% of people trust ads 78%of people trust recommendations
- 9. LIVErtising.NET IHECS 2015-16 9 They also show the highest levels of trust in 18 of 19 advertising formats/ channels, including TV, newspapers and magazines (…)
- 12. LIVErtising.NET IHECS 2015-16 # Bring the LOVE back 1 Issues in marketing COMMUNICATION
- 15. Students averaged 72 percent on questions after note-restructuring activity, whereas they averaged 61 percent for other weeks. That’s 11 raw percentage points. http://www.facultyfocus.com/articles/teaching-and-learning/students-taking-notes/
- 17. LIVErtising.NET IHECS 2015-16 # Bring the LOVE back 1 From communication to CONVERSATIONS
- 34. LIVErtising.NET IHECS 2015-16 34 https://www.marketingtechblog.com/perscio-analysis-super-bowl-xlix/
- 37. engagement is about creating a deeper level of interaction between yourself and your readers as well as between your readers and other readers. Tara Hunt - TheWhuffie Factor
- 46. LIVErtising.NET IHECS 2015-16 Integrity Engagement Products Purpose Operations 55% 54% 49% 43% 37%
- 50. engagement is about creating a deeper level of interaction between yourself and your readers as well as between your readers and other readers. Tara Hunt - TheWhuffie Factor
- 51. LIVErtising.NET IHECS 2015-16 51 AmplifyInteractBuild Launch your page Respond to fans & anyone Get shares Build a fan base Publish to fans Listen to fans & anyone Get WOM
- 55. LIVErtising.NET IHECS 2015-16 55 • As individuals • Based on what they do • Continuously over time • Directed towards an outcome • Everywhere they are • Fast as digital • Giving measurable impact http://whitepapers.venturebeat.com/content41677
- 60. LIVErtising.NET IHECS 2015-16 60 “I work for an awesome company that makes news videos. I have put my life into this job, but my boss says quantity, speed and views are what is most important. Marina Shifrin
- 63. LIVErtising.NET IHECS 2015-16 63 The contents that constitute your brand
- 71. LIVE 16.2 From BROADcast to UNIcast The digitisation of TV Advertising? 71
- 81. LIVErtising.NET IHECS 2015-16 81 1 2 3 4 5 6 TV’s digitisation
- 85. LIVErtising.NET IHECS 2015-16 85 TV is still going strong, digital is growing, mobile is leading 1
- 92. LIVErtising.NET IHECS 2015-16 92 2 Multiscreen is the new TV norm
- 97. LIVErtising.NET IHECS 2015-16 97 3 TV is in the app - on mobile
- 100. LIVErtising.NET IHECS 2015-16 100 4 TV is moving to the cloud
- 101. LIVErtising.NET IHECS 2015-16 101 5 TV sets are getting smart
- 105. LIVErtising.NET IHECS 2015-16 105 5 TV sets are getting smart
- 109. In broadcasting, over-the- top content (OTT) refers to delivery of audio, video, and other media over the Internet without the involvement of a multiple- system operator in the control or distribution of the content. Wikipedia
- 110. 110
- 112. LIVErtising.NET IHECS 2015-16 112 1 2 3 4 5 6 TV is going strong Multiscreen = new normal TV is in the app on mobile TV is in the cloud the TV set is getting smart TV is OTT
- 113. 113
- 114. 114 https://www.youtube.com/watch? v=WHMCyCd5SDk&index=22&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ
- 116. LIVErtising.NET IHECS 2015-16 116 TV ads are now addressable 1
- 117. The ability to send a specific message to a specific household’s TV Tracey Scheppach, Executive Vice President MediaVest
- 120. Addressable TV brings some of the exciting targeting and measurement capabilities of digital marketing to the immersive world of sight, sound and motion that is offered by television Tracey Scheppach, Executive Vice President MediaVest
- 122. 122
- 123. LIVErtising.NET IHECS 2015-16 123 Unicast Closed loop ROI First-party data Multi-touch attribution “True” target 1. 2. 3. 4. 5. What advantages do addressable ads offer?
- 124. LIVErtising.NET IHECS 2015-16 124 2 TV has become a multiscreen experience
- 127. LIVErtising.NET IHECS 2015-16 127 During ads, second screen becomes first one Programs that generate “buzz” suffer less from zapping Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ -58%-38%
- 128. LIVErtising.NET IHECS 2015-16 128 SRP = 0,77 (av. 0,13) SRP = 0,91 (av. 0,27) TV Reach 20% - 842 640 Total messages – 6 498 Source : SRP on Sport, North&South, 15-54 year TV Reach 20% - 632 609 Total messages – 5 751
- 132. LIVErtising.NET IHECS 2015-16 132 3 TV is in the app - on mobile
- 134. https:// www.youtube.com/ watch? v=qtL4pXGb7pI&inde x=23&list=PLJKL6MvJR - AQAaQVzeFXIXsawMv mZBAsZ
- 135. 6 10 13 14 ad ad + br ad + like ad + br + ms http://news.shazam.com/pressreleases/absolut-gillette-and-jaguar-increase-television-ad-recall-likeability-with-shazamable-ads-1037055
- 136. https:// www.youtube.com/ watch? v=PMmMahaHpg4&in dex=24&list=PLJKL6M vJR- AQAaQVzeFXIXsawMv mZBAsZ
- 139. 139 https://www.youtube.com/watch?v=v- ahlbWNZPk&index=21&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ
- 141. 141
- 143. LIVErtising.NET IHECS 2015-16 143 5 TV ads are measurable
- 147. 147
- 151. 151
- 153. LIVErtising.NET IHECS 2015-16 153 6 TV ads are programmatic
- 154. It helps automate the decision- making process of media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns, and is expanding to traditional TV advertising marketplaces. MarketingLand.com
- 156. LIVErtising.NET IHECS 2015-16 156 1 2 3 4 5 6 TV ads are addressable TV is multiscreen TV is in the app on mobile New ad formats TV ads are measurable TV ads are programmatic
- 157. LIVErtising.NET IHECS 2015-16 157 While it's not yet possible to watch every piece of TV programming anytime, anywhere, and on any screen, consumer demand for that is growing. Bringing about this ubiquity requires a shift in TV programming from delivery over the air or via satellite or cable, to delivery over the internet. Seems simple, right? It's actually much easier said than done. For TV programmers, distributors, and advertisers, the shift to TV over the internet is game-changing. In fact, saying it's incredibly complex might even be an understatement. This shift is having a profound impact on television delivery, advertising, and the viewer experience. https://www.thinkwithgoogle.com/articles/evolution-of-tv-7-dynamics-transforming-tv.html
- 163. Personalisation - Platforms - Participation - Posting - Peer-to-peer - PROsumers - 01 02 03 04 05 06 163
- 169. Touchpoints - the many critical moments when customers interact with the organisation and its offerings on their way to purchase and after. Alex Rawson, Ewan Duncan & Conor Jones, HBR September 2013
- 172. 01. Advocacy Touchpoints & MOTs PPurchase loyalty Cross-device C/P
- 174. Consumers’ Decision Journey Consumers’ Decision Journey - the sequence of interactions consumers have before they achieve a certain aim - for instance, transferring cable service to a new address, or even discovering and buying the right mascara. David C. EDELMAN & Marc SINGER, HBR, November 2015
- 182. Journey mapping means figuring out what it’s like for customers to interact with your brand over time and across different channels. Hannah ALVAREZ, Head of Content Marketing at User Testing, 2015,The No-Nonsense Guide to Mapping the Customer Journey
- 190. LIVErtising.NET IHECS 2015-16 190 Digitisation & streamlining 1 2 3 4 Proactive personalisation Contextual interaction Journey innovation Shaping the Customer Journey David C. EDELMAN & Marc SINGER, HBR, November 2015
- 197. IHECS 2015-16 197 Funnel CD Journey CDJ mapping CDJ shaping micromoments
- 202. LIVErtising.NET IHECS 2015-16 # 4 From LISTENING to INSIGHTS LIVErtising 16.4A
- 205. Brands must meet their customers in their venue of choice and a slow or silent response simply isn’t an option. Millward Brown Digital Senior Vice President, Media Practice Michael Perlman 53%
- 210. LIVErtising.NET IHECS 2015-16 210 http://webzine.tns-sofres.com/connect/le-pouvoir-des-reseaux-sociaux-a-lheure-de-la-disruption-digitale/ Brand building - image advertising Customer Service Conver- sion A huge impact for companies
- 220. The study of naturally occurring conversations, behaviours, and signals that may or may not be guided, that brings the voice of people’s lives into the brand Stephen D. Rapport, Listen First, Advertising Research Foundation
- 221. The study of naturally occurring conversations, behaviours, and signals
- 222. that may or may not be guided, that brings the voice of people’s lives into the brand
- 223. A social signal is a measure of social media activity, such as a vote, share, Like, or other engagement type that a search engine might take into consideration as part of its ranking algorithms. Adam Binder, Simply Measured, Social Signals are Getting Louder (You Should Pay Attention), Feb 16, 2016
- 224. IHECS 2015-16 224 Social Media MONITORING Social Media RESEARCH Tracking online brand mentions on a daily basis Analysing naturally occurring online conversations to better understand WHY people do what they do, say what they say
- 225. IHECS 2015-16 225 Social Media MONITORING Social Media RESEARCH • PR • Crisis management & brand protection • Customer service • Engagement • Sentiment analysis • Influencer spotting • WHY consumers do what they do • HOW do they use the product • WHAT could improve the service • WHERE do consumers communicate • Product development & improvement • Strategic decisions
- 226. IHECS 2015-16 226 Social Media MONITORING Social Media RESEARCH •Search engines: VERTICAL vs HORIZONTAL •Social media DASHBOARDS •social INTELLIGENCE: free vs paying •Social INFLUENCE measurement •ANALYTICS tools
- 228. LIVErtising.NET IHECS 2015-16 # 5 Digital is not a channel LIVErtising 16.5
- 229. LIVErtising.NET IHECS 2015-16 229 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 01 DIGITAL is the explosive engine of communication media
- 234. 50+
- 236. LIVErtising.NET IHECS 2015-16 236 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is increasingly mobile, decidedly 01 DIGITAL is the explosive engine of communication media
- 239. <…> can be referred to as immersive multimedia or computer-simulated reality, replicates an environment that simulates a physical presence in places in the real world or an imagined world, allowing the user to interact in that world. Virtual realities artificially create sensory experiences, which can include sight, touch, hearing, and smell. https://en.wikipedia.org/wiki/Virtual_reality
- 246. LIVErtising.NET IHECS 2015-16 246 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is going mobile, decidedly 01 DIGITAL is the explosive engine of communication media 04 MOBILE digital is going VR
- 253. 253
- 254. LIVErtising.NET IHECS 2015-16 254 2 personal comments on the side line…
- 257. LIVErtising.NET IHECS 2015-16 257 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is going mobile, decidedly 01 DIGITAL is the explosive engine of communication media 04 MOBILE digital is going VR, unsustainably
- 262. LIVErtising.NET IHECS 2015-16 262 F e a t u r e s S l i d e s The speed of change
- 263. LIVErtising.NET IHECS 2015-16 263 10 man 1M users $0 raised 1000 staff 1M users $10M raised 100 staff 10M users $1M raised 2000 Today Tomorrow make tech buy tech built around tech
- 266. 266
- 268. LIVErtising.NET IHECS 2015-16 # 5 Digital is not a channel LIVErtising 16.5 (part 2)
- 269. LIVErtising.NET IHECS 2015-16 269 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is going mobile, decidedly 01 DIGITAL is the explosive engine of communication media 04 MOBILE digital is going VR
- 272. 272 Digital in the CORE01 1.
- 274. 274 2. Removing Friction Digital in the CORE01 1.
- 276. (It) is anything that slows the customer down from making a purchase or completing any kind of transaction. Customers will always follow the path of least resistance. If you want to generate more sales, you have to identify the (bottlenecks) in your selling system and eliminate them. Michael Hyatt, http://michaelhyatt.com/friction-and-the-consumer- experience.html
- 278. LIVErtising.NET IHECS 2015-16 278 POS P2P e & m in-app
- 280. LIVErtising.NET IHECS 2015-16 280 1 2 3 4 5 Why is it important now?
- 282. LIVErtising.NET IHECS 2015-16 282 1 2 3 What is in it for the user?
- 284. LIVErtising.NET IHECS 2015-16 284 1 2 3 4 and for the providers?
- 285. When you sign up for Google Payments, you are creating a Google Payments Account that is associated with your Google Account. (…) you may be asked to provide the following information: Credit or debit card number and card expiration date, bank account number and expiration date, address, phone number, date of birth, social security number or taxpayer identification number (or some other government- issued identification number), and for sellers or businesses specifically, your business category and certain information about your sales or transaction volume. In some cases, we may also ask you to send us additional information or to answer additional questions to help verify your information. Finally, if you register a Carrier Billing Account, we will ask you to provide us with certain information about your mobile telephone account. Google Payments Privacy Notice - Last modified June 30, 2015
- 286. When you sign up for Google Payments, you are creating a Google Payments Account that is associated with your Google Account. (…) you may be asked to provide the following information: Credit or debit card number and card expiration date, bank account number and expiration date, address, phone number, date of birth, social security number or taxpayer identification number (or some other government-issued identification number), and for sellers or businesses specifically, your business category and certain information about your sales or transaction volume. In some cases, we may also ask you to send us additional information or to answer additional questions to help verify your information. Finally, if you register a Carrier Billing Account, we will ask you to provide us with certain information about your mobile telephone account.
- 288. 288 TT
- 291. 291 POS P2P e & m in-app
- 293. 293 TT
- 296. TV ads are now addressable
- 298. 298
- 299. 299
- 300. LIVErtising.NET IHECS 2015-16 300 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is going mobile, decidedly 01 DIGITAL is the explosive engine of communication 04 MOBILE digital is going VR 05 DIGITAL is not an additional channel - it is a life-changer and a business- changer
- 301. LIVErtising.NET IHECS 2015-16 301 F e a t u r e s S l i d e s This is only the beginning of the story!
- 302. LIVErtising.NET IHECS 2015-16 # 6 The Internet’s big bang* LIVErtising 16.6 * and what it means for advertising
- 306. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
- 307. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
- 309. 309 3
- 313. 313
- 314. 314
- 315. 315
- 318. LIVErtising.NET IHECS 2015-16 318 F e a t u r e s S l i d e s
- 322. 322
- 336. 336
- 339. IHECS 2015-16 339 problems solutions semantics code ambiguity probabilistic no prior semantics natural lg A B From ANALYTICS to COGNITIVE problem solving
- 343. Imagine that your home security system lets you know when your kids get home from school. As they’re grabbing an afternoon snack, your kitchen takes inventory and sends a shopping list to your local supermarket. There, robots prepare the goods and pack them for home delivery into an autonomous vehicle – or a drone. Meanwhile, your smart watch, connected to a system that senses and analyzes real-time health indicators, alerts you to a suggested dinner menu it just created based on your family’s nutritional needs and ingredients available in your pantry. If you signal your approval, it offers to warm the oven before you get home from work. Daniel Wellers, Director at SAP Community Network Marketing
- 348. 348 https://www.youtube.com/watch?v=mgPQevfTWP8&index=13&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ
- 352. LIVErtising.NET IHECS 2015-16 # 7 the Digital advertising ecosystem LIVErtising 16.7
- 353. WHY GO DIGITAL ?
- 354. DIGITAL = JOBS !
- 356. DIGITAL = AUDIENCE !
- 359. LIVErtising.NET IHECS 2015-16 359 Text Here Text Here Text Here Text Here Text Here affiliation search display emailing social med mobile native classified VR / AR The digital advertising ecosystem
- 360. affiliation
- 362. affiliation
- 363. affiliation
- 365. affiliation
- 369. COOKIE TRACKING?
- 375. COOKIE THREATENED?
- 377. 41 50⅓ 21
- 378. LIVErtising.NET IHECS 2015-16 378 “(…)Google, Amazon, and MS are paying the owner of Adblock Plus to Unblock ads on their websites”
- 380. LIVErtising.NET IHECS 2015-16 380 02 03 01 limited REACH poor CROSS-DEVICE tracking PRIVACY concerns
- 381. LIVErtising.NET IHECS 2015-16 381 If you continue to use this site without changing the settings, you consent to the use of the cookies.
- 386. 1 2 3 Advertising in a cookie-less world?
- 389. 1 2 3 Advertising in a coolie-less world?
- 390. Removing Friction
- 391. 1 2 3 Advertising in a coolie-less world?
- 396. LIVErtising.NET IHECS 2015-16 396 www.ovrdrv.com/wp-content/uploads/2015/10/Digital-Advertising-Guide-2nd-Edition.pdf Contextual tgtg Behavioural tgtg Statistical ID Demogr tgtg soc media prof stagle/known ID
- 402. LIVErtising.NET IHECS 2015-16 402 Text Here Text Here Text Here Text Here affiliation Text Here search display emailing social med mobile native classified VR / AR The digital advertising ecosystem
- 404. LIVErtising.NET IHECS 2015-16 404 Owned ON / OFFline Paid ON / OFFline Earned ON / OFFline Shared ON / OFFline
- 413. 413
- 414. 414
- 416. LIVErtising.NET IHECS 2015-16 # 8 Webdesign: Draper AND Nerd LIVErtising 16.8
- 436. 436
- 440. 440
- 442. 442
- 443. 443 https://www.youtube.com/watch?v=inq0UkGE-jE&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ&index=9
- 447. LIVErtising.NET IHECS 2015-16 447 • CTA: wording, size, colour, location... • Headline (id.) • Copy: Product/service description • Design: style, colours, background, size, position • Visuals: position, size, people/abstract, gender, … • Forms: length, type of fields, place, CTA… • Pricing, promotional offers...
- 449. 1 2
- 451. LIVErtising.NET IHECS 2015-16 451 AmplifyInteractBuild Launch your page Respond to fans & anyone Get shares Build a fan base Publish to fans Listen to fans & anyone Get WOM
- 452. LIVErtising.NET IHECS 2015-16 452 Measuring online acNvity: tracking – Reach • Visits, unique visitors, repeat visitors, bounce rate – InteracNon • Visit dura`on, page views, Conversion (visit > lead > sales), PDF download, newsleeer subscrip`on, – AmplificaNon • RSS, shares, embeds, viral effect, hashtag engagement
- 460. 1 3
- 469. 1 12 11 43 1 5 Data tracking API Bounce rate Heat maps A/B testing
- 471. LIVErtising.NET IHECS 2015-16 471 9 SM 101 (don’t get me wrong) LIVErtising 16.9 A
- 472. LIVErtising.NET IHECS 2015-16 472 Text Here Text Here Text Here Text Here Text Here affiliation search display emailing social med mobile native classified VR / AR The digital advertising ecosystem
- 478. LIVErtising.NET IHECS 2015-16 478 Brand building CRM Conversion/ transactional A major impact for corporations
- 479. “What can I do with it?”
- 491. SocMed, OK! But Why?
- 494. THE 1 REASON?
- 495. Audience!
- 501. Audience! Jobs!
- 504. SocMed, OK! But How?
- 508. LIVErtising.NET IHECS 2015-16 508 OBJ PLAN of ACTIONS Strategy Tactic 2Tactic 1 Tactic 3 Tactic N Why? What? How? Mission Goals Cy
- 512. LIVErtising.NET IHECS 2015-16 512 # pos - # neg / # pos + # likes + # shares + # cmts # SM leads / total # Engagement rate Lead Generation Efficiency Sentiment (ratio) 1 2 3
- 521. LIVErtising.NET IHECS 2015-16 521 OBJ PLAN of ACTIONS Strategy Tactic 2Tactic 1 Tactic 3 Tactic N Why? What? How? Mission Goals Cy Who?Audience K P I metrics
- 540. LIVErtising.NET IHECS 2015-16 540 From ORGANIC to PAID (?)
- 542. how many people you can reach for free on Facebook by posting to your Page Bryan Boland, Ads Product Marketing team at Facebook, June 5 2014
- 543. If you could rate everything that happened on Earth today that was published anywhere by any of your friends, any of your family, any news source…and then pick the 10 that were the most meaningful to know today, that would be a really cool service for us to build. That is really what we aspire to have News Feed become. Facebook's Chief Product Officer, Chris Cox, 2015
- 565. LIVErtising.NET IHECS 2015-16 565 Read your Analytics Don’t skip email Go native InvestInvest owned inbound 1 2 3 Be unfaithful4 Use the Science of Time 5 6
- 574. CTR
- 581. The adserver
- 586. Criteria are checked
- 598. It is the process of serving ads to leads who have bounced or abandoned your site… so as to get them to return & convert
- 600. LIVErtising.NET IHECS 2015-16 600 Tag your site Make lists Lists are populated Create a campaign 1 2 3 4
- 604. LIVErtising.NET IHECS 2015-16 604 Web to Web1 In-app2 Web to App3 Cross device4
- 606. 1 2 3 Advertising in a coolie-less world?
- 608. LIVErtising.NET IHECS 2015-16 608 Web to Web1 In-app2 Web to App3 Cross device4
- 609. LIVErtising.NET IHECS 2015-16 609 TARGETING: • CONTEXTUAL • BEHAVIOURAL • RETARGETING • DAYTIME TARGETING • GEOLOCATION • LOOKALIKE AUDIENCES
- 613. LIVErtising.NET IHECS 2015-16 613 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
- 614. LIVErtising.NET IHECS 2015-16 614 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
- 615. LIVErtising.NET IHECS 2015-16 615 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
- 627. LIVErtising.NET IHECS 2015-16 # 11 SEARCH Issues in Marketing Communication: LIVErtising 16.11
- 628. LIVErtising.NET IHECS 2015-16 628 Text Here Text Here Text Here Text Here Text Here affiliation search display emailing social med mobile native classified VR / AR The digital advertising ecosystem
- 634. SEE THINK DO CARE People who wear clothes (use shoes / phones…) People (…) who are thinking they need some People (…) and are looking to buy some now People who have bought your shoes twice
- 637. Search engine optimization, or SEO, is the process by which your site can climb to first position in search engine rankings for a relevant keyword.
- 638. Search engine optimization, or SEO, is the process of improving your website so that it attracts more visitors from search engines.
- 642. IP address / GPS location the SE version. the SE language the browser settings search history your device (mob, dtop, smartTV) SocMed signals (which, likes, friends…) + all personalisation features
- 646. LIVErtising.NET IHECS 2015-16 646 So, logically… First position no longer means anything… or not much
- 651. LIVErtising.NET IHECS 2015-16 651 Black Hat SEO Spamdexing: • Keyword stuffing • Invisible text • Cloaking/doorways • Scraping/spinning • Link farming • Duplicate content
- 681. LIVErtising.NET IHECS 2015-16 #11B search ON & OFF Issues in Marketing Communication: LIVErtising 16.11 B
- 683. LIVErtising.NET IHECS 2015-16 683 • URL • HTML code • HTML tags • UX, e.g. speed & internal links • obstacles (Javascript/ Flash/ Ajax/ pictures / videos) • keywords (choice, use, density, LSI) • content (coherence, relevance, uniqueness, freshness) • cloaking ON-site Content HTML Architec ture Black Hat
- 689. Even though this guide's title contains the words “search engine”, we’d like to say that you should base your optimization decisions first and foremost on what’s best for the visitors of your site. (…) your ultimate consumers are your users, not search engines.
- 697. LIVErtising.NET IHECS 2015-16 697 OBJ PLAN of ACTIONS Tactic 2Tactic 1 Tactic 3 Tactic N How? Strategy Why? What? Mission Goals Cy
- 705. LIVErtising.NET IHECS 2015-16 705 OK!, but… don’t forget this is SEARCH… So, cherish your KEYWORDS! #3
- 706. http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 # searches # keywords in the query Long Tail keywords Head keywords
- 710. http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 SEE THINK DO # searches # keywords in the query O Reach Act Convert
- 717. LIVErtising.NET IHECS 2015-16 717 Get your basic SEO in good shape • Long Tail geo-specific keywords • Unique local page for each store • NAP Claim your local profiles • Search engines • Directories • Check them • Optimize them Encourage reviews & ratings • Validates your business • boosts ranking • boosts CTR • boosts conversion Your customers like visual • SE & socmed like them too • product demos • store front, staff • ALT-tags Update your profiles IRT • specials & news • across ALL platforms • NAP
- 723. LIVErtising.NET IHECS 2015-16 723 1.Expected CTR 2.Relevance 3. Landing Page ? AdRank= QS x Max CPC SEA = Adwords = Auction