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MKTG 5606 Mobile Audiences

Learn how to optimize search, engage through email, and provide value through ads to increase visibility and engagement on social and mobile platforms. Gain insights on mobile audiences and the importance of accessibility and advertising.

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MKTG 5606 Mobile Audiences

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  1. MKTG 5606Mobile Audiences October 9, 2019 6:00p – 9:00p

  2. TONIGHT’S AGENDA 6:00-6:10 Intro and Overview 6:10-6:25 Opening Discussion: Social Through Mobile Lens 6:25-6:45 Accessibility: Search 6:45-7:00 Engaging Beyond the Site/App: Email 7:10-7:30 Visibility: Advertising 7:30-9:00 In Class Exercise and Discussion

  3. SOCIAL + MOBILE = XSolve for X

  4. ENTER THE JARGON ESP CPM CTR PPC IAB Image Source: http://every-day-is-special.blogspot.com

  5. THE ZERO MOMENT OF TRUTH

  6. SEARCHING VS. FINDING UNIVERSAL SPECIALIZED

  7. SEARCH OVERVIEW Global Desktop and Mobile Search Share: NetMarketShare, Sept 2019 US Smart Speaker Share: Voicebot.ai, January 2019

  8. Amazon opened Alexa Answers to the general public to build out its data repository. This approach to creating training data is best described as: Crowdsourcing QUESTION #6

  9. CORE CONCEPTS Maximize the value of Local Listings Design with Google in mind (cache:www.yourwebsite.com or Google Seach Console) The best place to hide a dead body is Page 2 of search results

  10. IMPROVING SEO

  11. PREPPING FOR VOICE • 75% rank in the top 3 results • 40.7% came from a Featured Snippet • Typical result is only 29 words in length, but avg. word count from page is 2,312 words • 70.4% of Google Home result pages are HTTPS • Source: https://backlinko.com/voice-search-seo-study

  12. SEO vs. SEM

  13. Apple has had a “significant change in mindset” since earlier products launch. What was the big change in the pre order start for the iPhone 11? Starts at 8AM ET QUESTION #7

  14. 12 10 MINUTE BREAK

  15. EMAIL

  16. EMAIL IN 2019 Image Credit: Monty Python’s Flying Circus

  17. WHERE TO START? • One-Size-Fits-All • Dedicated Device Sites • Responsive Design • Adaptive Design &

  18. EMAIL SERVICE PROVIDERS Buy what you need, know what you’ve bought Image Credit: PcMag.com - The Best Email Marketing Software for 2019

  19. CURATING AN AUDIENCE Step #1: Grow the List • Limit the damage on first touch • Collect what you need, plan for the rest • SEND A WELCOME EMAIL! Step #2: Differentiate & Personalize • More expensive and complicated to develop and maintain • Be SMART about measurement

  20. What % of your list does the author suggest running an A/B copy split against? 15% QUESTION #8

  21. DESIGN, TEST, LEARN, REPEAT FOREVER Heisenberg’s Uncertainty Principle Test One Component at a Time against a Subset of Your List

  22. ADVERTISING ON MOBILE

  23. NO ONE CLICKS ON ADS … RIGHT?

  24. The largest mobile ad platform, AdMob, is owned by what company? Google QUESTION #9

  25. HOW PPC WORKS BROAD ORGANIC LISTINGS BROAD MODIFIER QUERY OUTBOUND LINK PHRASE PAID LISTINGS EXACT NEGATIVE

  26. According to HootSuite Digital in US 2019 Report, what % of US Internet users have installed ad blocking software? 44% QUESTION #10

  27. FOR EVERYTHING ELSE, THERE’S DATA Ads can be targeted to: • Location • Device/OS/Carrier • Demographics • Content Adjacency • Content Context • Behavior (incl. retargeting) If it can be tracked, it can be used to target

  28. A NOTE ON FINE PRINT Just some of the things Instagram can do, thanks to your permission • Let others use your pictures/video without compensation • Sell your information, including what can be “found”in DMs • Send you ads connected to your interests, which may not be obvious as ads or why you were targeted • Delete your posts randomly without notice and you have no right to complain • Force you to give up your username • They bear no responsibility for the content you post, but you sure do! Source: Quartz: “A lawyer rewrote Instagram’s privacy policy so kids and parents can have a meaningful talk about privacy”; January 6, 2017

  29. PROGRAMMATIC MEDIA BUYING Image Credit: Living Online

  30. AUDIBLE GROUP EXERCISESelect 2 Brand Experiencesw/ a similar Value PropositionCompare their visibility.How many touchpoints can you find?One slide recap for discussion

  31. 12 5 MINUTE BREAK

  32. THESE PEOPLE PROBABLY SHOULD! OBJECTIVE: Enroll patrons in King of the Hill Club • Paid rewards club, offering “points back” and beer upgrades • Aligns with their “give back” ethos - Give 20% non-profit support PRIMARY TARGET: suburban A35-54, HHI $75k+, with families • Enjoy craft beer and food; spending money in the local community • When they eat out, they tend to do so as a group

  33. THEY HAVE PLENTY OF CHANCES TO

  34. FINAL THOUGHTS

  35. GUEST SPEAKERS ARE COMING

  36. THREE TAKEAWAYS FOR THIS WEEK 1: Optimize Search So You Can Be Found 2: Strategize Email to Engage your Loyalists 3: Provide Value Through Ads, Don’t Just Sell!

  37. NEXT WEEK READ: Mobile Marketing (p183-216) COMING DUE: • Blog Post/Comment – Sun. 10/13 @ 5p ET • Tate Case Channel Audit – Tues. 10/15 • Final Project Content Strategy – Tues. 10/22

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