Marketing Paper, 6 papers max, Company: Take-Two Interactive Software
GPAGoGoGo
ppt34561.zipSession3.pdf
Search Marketing PPC & Social
Presented by: Daniel Rowles
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Paid Search
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PPC in Perspective
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Ad Text
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Extensions
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Ad Rank, Quality Score and Format Impact
https://www.marketingsignals.com/quality-score/
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Display Network
https://www.impossible.sg/our-services/google-display-network/
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Why PPC?
Speed – Instant Rankings (anything from 5 minutes).
Simple to implement – easy to setup and Monitor.
Position Control – you can achieve no1 position if you are willing to pay.
Branding Control – you control the title and description.
Instant Updates – keyword changes are easy to implement.
Insurance – you are protected against ranking algorithm changes on organic Search Engines.
Analytics – you can measure your performance.
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Be Aware Of…..
Cost – PPC is generally more expensive than organic optimisation.
Management – It’s your responsibility
Auction Basis – Competitors often outbid each other for no1 positions – over inflating the price of keywords.
Users prefer organic – statistics show that only 27%* of Google Users saw PPC as relevant to their search query.
Click Fraud – where are those clicks actually coming from?
*SearchEngineWatch 2020
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What is social media? Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves.
Source - Wikipedia
Social networks , User Generated Content, Wiki’s, Blogs, etc.
Not a new technology Ability and reason to engage Content is key
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What’s your objective?
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Data Challenges
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Social influence
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Great social content examples Repeat and engaged audience is the key.
www.bbc.co.uk www.steve.pavlina.com
Social media up close and personal
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Blogs
• Major influence on Search Engines • Attract very high traffic • Bloggers key influencers
• Google News for Blogs
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Link Explorer
https://analytics.moz.com/pro/link-explorer/home
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Blog content and site traffic
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Analytics and content
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Traffic sources
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Wordpress
• Highly flexible • Hosted or custom build • Plug-ins • Templates • Wordpress.com • Wordpress.org
http://wordpress.com
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Facebook pages
https://www.facebook.com/Starbucks
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Boosted posts and advertising
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Facebook Insights
http://mashable.com/2010/09/03/facebook-insights-guide/
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Who’s viewed your profile?
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Targeting
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www.twitter.com
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Feedly
https://feedly.com
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Losing Followers
https://who.unfollowed.me/
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Podcasting
www.apple.com/uk/iTunes
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YouTube
https://www.youtube.com/
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Social and online PR
Share Content
Build Relationships
Listen
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Social influence
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Social influence
Advocates – those that will promote your content and help you.
Influencers – those with access to your audience.
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Social management
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Social media engagement, monitoring and disasters
39 https://www.youtube.com/watch?v=-zOrV-5vh1A https://www.youtube.com/watch?v=wwO-wo892pI
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Avoid social in isolation
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Social buy-in
• What if people start saying negative things about us?
• What if we say something embarrassing? • What if we accidently leak confidential
information? • Our customers don’t even use social media • Does this open us up to lawsuits? • How will you tie your “Facebooking” to
business results? • The staff will just be on Facetweet all day
wasting time
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Structure, process and policy
Centralised Hub and SpokeFragmented
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Content calendar
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@danielrowles @targetinternet “Daniel Rowles”
__MACOSX/._Session3.pdf
Session4pptx.pdf
Search Marketing Social & Display
Presented by: Daniel Rowles
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Feedly
https://feedly.com
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Losing Followers
https://who.unfollowed.me/
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Podcasting
www.apple.com/uk/iTunes
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YouTube
https://www.youtube.com/
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Social and online PR
Share Content
Build Relationships
Listen
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Social influence
Advocates – those that will promote your content and help you.
Influencers – those with access to your audience.
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Social management
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Social media engagement, monitoring and disasters
9 https://www.youtube.com/watch?v=-zOrV-5vh1A https://www.youtube.com/watch?v=wwO-wo892pI
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Avoid social in isolation
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Social buy-in
• What if people start saying negative things about us?
• What if we say something embarrassing? • What if we accidently leak confidential
information? • Our customers don’t even use social media • Does this open us up to lawsuits? • How will you tie your “Facebooking” to
business results? • The staff will just be on Facetweet all day
wasting time
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Content calendar
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Structure, process and policy
Centralised Hub and SpokeFragmented
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Structure, process and policy
Content calendar Social policy
Graphics tool/library Social listening
Display Advertising
Smallprint
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Why is online display important?
• Display can deliver branding impact as well as direct sales
• It’s also the easiest medium to understand in a traditional media context
• Expected to be driven more quickly as more FMCG type clients move marketing budgets online
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Effectiveness metrics
• Traditionally marketers measured behavioural responses i.e. Click Through Rates (CTR)
• CTR’s declined yet online advertising increased – An excellent click-through rate on a display ad is 0.1%.
• Recent figures from the IAB indicate that online advertising spend has reached €9bn in the UK
• Why?
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Brand building
• Online advertising is an effective branding vehicle
• Effectiveness of online advertising continues over time
• Just because they didn’t click on the ad doesn’t mean they wont buy
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Impact of display
http://www.google.com/adwords/watchthisspace/solutions/drive-performance/index.html
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Online advertising
www.tiesonline.co.uk
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Online advertising
• Pay for display, not results
• Types:
—Banners
—“Pop Overs”
—Interstitials
—Pop ups
• Success getting harder
• Creative
• Contex
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Rich media
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Standard banner sizes
https://www.iabuk.net/
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Get a perspective!
• 20,000 hits approx.
• 2,000 page impressions approx.
• 200 visits approx.
• 100 unique (i.e. different) visitors
Know what you are measuring
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Per period of time vs. CPM vs. CPA?
• Tenancy – Cost Per Period of time —Easy to buy/sell —Limits Sales
• CPM – Cost Per Thousand views —Easy way to buy —Doesn’t always relate to results
• CPA – Cost Per Action —Pro: Direct ROI —Con: Hard to negotiate or not available
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Placement
Ad Networks vs. Individual Publishers
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How are ads placed - networks?
• Blind – placed anywhere in network of sites —Becoming increasingly unpopular —Some major companies dropped completely
• Content matched —Ads are matched to content of page automatically —Google
• Category matched —Ads are matched to areas of sites —Sites
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Behavioural targeting: overview
On-site Network ISP
Access Point to the Web
IP TargetedCookie Based
Single publisher solution Network of sites
All collect anonymous data. Opt-out or Opt-in?
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AgencyAdvertiser DSP SSP Network PublisherExchange
Consumer
Data Management Platform
Programmatic
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@danielrowles @targetinternet “Daniel Rowles”
__MACOSX/._Session4pptx.pdf
Session5.pdf
Programmatic Display & Email Marketing
Presented by: Daniel Rowles
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AgencyAdvertiser DSP SSP Network PublisherExchange
Consumer
Data Management Platform
Programmatic
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• 96% skip any introductory copy on an email
• The first 2 words of a headline are read on average
• Average time spent reading an email is 21 seconds
• Around 2% of visitors will read your email in full
?
?
?
? All stats from Google
Email in perspective
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Movable Ink https://goo.gl/dqzSG8
Where next?
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Email Trends
https://litmus.com/blog/top-email-design-trends https://www.emailonacid.com/blog/article/email-development/5-new-ways-to-use-interactive-email-elements/
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• A good offer, with an appropriate call to action, at the right time to a good list should yield
5 – 40% click through
• On Average 20.81% open 2.43% Click *
• If you are not getting this level of response:
• Adjust one or more components
• Test and try again
What CTR (Click Through Rate)are you getting?
* https://mailchimp.com/resources/email-marketing-benchmarks/
Setting Expectations
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Create relevancy
for customer
Manage Frequency
Ratio commercial and non-commercial
content
Email Campaigns
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Litmus: https://litmus.com/ebooks/state-of-email-2019
Importance of mobile
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• 200k email addresses • Challenged unsubscribe • Lost 90%! • Same response rates
GDPR
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No Personalisation
Personal Salutation
Segmented Content
One to One
Broadcast
“Dear Mary”
Preference, Behaviour, Demographic
Unique, dynamic e-mail
Persnalisation
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Email Behaviour
Website Behaviour Location
Company Size Demographic
Purchase History
Marketing Automation
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Stage Content
Browsing Viral video, infographic, ebooks and guides
Vague notion Articles, curated lists
Interested Quizzes, newsletters, reports
Researching vendors Webinars, events, press releases
Evaluating solutions Demo videos, interactive demos
Narrowing field Whitepapers, feature guides, case studies
Social vetting Analyst reports, testimonials, checklists
Negotiation Data sheets, pricing
Purchase Pricing guides, ROI calculators
Lead Nurturing
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Triangle of attention
https://goo.gl/dUY2EU
Scanning
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www.mailchimp.com
A/B Testing
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Email Reporting
Website Analytics
Conversion Tracking
Commercial Insights
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@danielrowles @targetinternet “Daniel Rowles”
__MACOSX/._Session5.pdf
Session6.pdf
Mobile Marketing & Usability
Presented by: Daniel Rowles
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Mobile technology
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Core Web Vitals
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Push notifications
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Augmented reality
https://www.techprior.com/top-5-augmented-reality-apps-of-2017/blippar-heinz/ https://techcrunch.com/2009/12/07/google-goggles/
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NFC adoption
http://uk.moo.com/nfc/
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iBeacon
http://en.wikipedia.org/wiki/IBeacon
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Wider use of sensors
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Responsive design
http://responsivewebdesign.com/podcast/boston-globe.html
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Mobile and social
www.tweriod.com
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Mobile and email
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Technology adoption
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Mobile analytics
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App discovery
Adapted from Forrester. European Technographics® Consumer Technology Online Survey https://blog.kissmetrics.com/app-store-optimization/
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Charts
https://itunes.apple.com/gb/genre/ios/id36
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App store optimisation
• Title • Description – First 2 sentences
• Keyword field (100 characters iOS) • Icons
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Mobile checklist
What happens when someone visits your site on mobile?
What happens when a search is done on a mobile device? What are the local search results?
Do we have mobile response mechanisms on our Above The Line Campaigns?
What is the App Store experience?
What is the mobile social media experience for the platforms we use?
What is the mobile experience like on different types of mobile devices?
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Future?
https://www.apple.com/uk/watch/apple-watch-sport/
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Future
http://www.talkandroid.com/164866-samsung-developing-contact-lens-computer-should-compete-with-google-glass/
Usability
The extent to which a product can be used by specified users to achieve specified goals in a specified context of use with effectiveness, efficiency and satisfaction.
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Specified Users
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Specified Goals
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Environment Business/Personal motivation Technical
Specified Context
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Success Measures
SUCCESS
EFFECTIVESS Goal Completion
EFFICIENCY Time Taken to Complete
Goal
SATISFACTION User Satisfaction with
Experience
Usability
The extent to which a product can be used by specified users to achieve specified goals in a specified context of use with effectiveness, efficiency and satisfaction. ISO-9241-11
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Digital Psychology
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“ ”
Where finding an optimal solution is impossible or impractical, heuristic
methods can be used to speed up the process of finding a satisfactory solution. Heuristics are mental shortcuts that ease the cognitive load of making a decision. Examples of this method include using
a rule of thumb, an educated guess, stereotyping or common sense…
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Scarcity
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Social Proof
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Completion
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Commitment
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Loss Aversion
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Decoy effect
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Ethics
User Centered Design Principles
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@danielrowles @targetinternet “Daniel Rowles”
RESEARCH
CONCEPT
DESIGN
DEVELOPMENT
IMPLEMENTATION
USER CENTRED DESIGN
COMPLETE GUIDE TO UCD WWW.TARGETINTERNET.COM/GUIDE-TO-USER-CENTERED-DESIGN
SCANABILITY
EYE TRACKERS
CHARLOTTE WALKER 27, Grouville
UX DESIGNER
· STATUS SINGLE
· EXPERIENCE MID-LEVEL
· SALARY £50K
· ARCHETYPE PERFECTIONIST
BRANDS BIO
Charlotte recently started a new job as a UX design in a mid-size bank. She moved over from the start-up world and is still getting used to all the changes, particularly the paperwork. She’s excited to bring a user-focused perspective to the design department but nervous because she’s the bank’s first UXer.
Outside of the office she’s a sports-mad psychology grad. She enjoys reading UX blogs and will sometimes go to UX-related conferences if they’re nearby. She’s also tuned into design channels like Dribbble.
• Introduce user focused mentality and methods into traditional company landscape
• Improve usability of bank’s customer facing interfaces
• Grow the UX team
• Getting buy-in for the new department’s activities
• Dealing with more bureaucracy than in her old job
• Communicating necessity for change to development team
Goals Frustrations
Motivations
• Nike
• BBC
“I want to help my team deliver great user experiences”
Personality
Influences
Introvert- Extrovert
Analytical - Impulsive
Loyal - Fickle
Passive - Active
· BRAND
· COLLEAGUES
· TECHNOLOGY
· BLOGS/ FORUMS
· ONLINE REVIEWS
· UI TRENDS
IMPACT
TEAMWORK
PROMOTION
USER NEEDS
Justinmind
Frequently used media channels
Google Calendar
PocketGuard
1 – Persona 2 – Scenario 3 – Stages 4 – User actions/channels 5 – User feelings 6 – Emotional experience 7 – Opportunities 8 - Ownership
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User Journey Mapping
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Usability Testing
• Answer questions • Carry out task • Give opinion
SUCCESS
EFFECTIVESS Goal Completion
EFFICIENCY Time Taken to Complete Goal
SATISFACTION User Satisfaction with Experience
USABILITY TESTING
Participant Task 1 Task 2 Task 3 Task 4 Task 5 Task 6
1 √ - √ - √ -
2 √ - √ √ √ -
3 √ √ √ √ √ -
4 √ √ √ √ √ -
5 √ - - - √ -
6 √ - - √ √ -
Success 6 2 4 4 6 0
Completion Rates 100% 33% 67% 67% 100% 0%
TASK COMPLETION
P1 P2 P3 P4 P5 P6 Avg. TOT*
Task 1 65 95 61 310 210 71 135.3
Task 2 130 370 50 200 110 55 152.5
Task 3 20 215 15 80 120 30 80.0
Task 4 150 65 55 150 180 67 111.2
Task 5 43 127 29 60 79 30 61.3
Task 6 146 110 120 465 130 175 191.0
TIME ON TASK
P1 P2 P3 P4 P5 P6 Avg The website was easy to use
8 9 7 8 7 8 7.8
Information was easy to find
7 8 6 9 7 6 7.2
There was enough information on each topic
6 5 5 8 6 7 6.2
The application process was easy
8 7 7 7 7 5 6.8
I liked the design of the website
5 8 4 8 7 3 5.8
SATIOSFACTION
SUGGESTED IMPROVEMENTS
ACTIONS NOT WORDS
Study of 15 sites found users asked to find specific information succeeded just 42% of the time
Yet when asked how usable these sites were, participants graded them 7.4 out of 10
INFORMAL USABILITY TESTS
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ANALYTICS AND OPTIMISATION
ANALYTICS ANALYSIS
ANALYTICS ANALYSIS
Average page visit duration?
152.5?
5 Seconds
Add on scroll events to your pages
PAGE A 5 SECONDS
PAGE B 300 SECONDS
TIME ON SITE MYTH
Conversion
A B
Version B achieved 12.6% more forms completed
REMOVING HIPPOS
CONCLUSIONS
INSIGHTS TOOLS & INTERVIEWS
PERSONAS JOURNEY MAPPING
USABILITY PRINCIPLES
USABILITY TESTING
ANALYTICS ANALYSIS
ITERATION
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@danielrowles @targetinternet “Daniel Rowles”
