Mktg350 lecture 09182013

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Mktg350 lecture 09182013

  1. 1. Online & New Media Tools of Digital Marketing SNC-MKTG350 September 18, 2013
  2. 2. Tonight’s Agenda: Digital Marketing Tools, continued • Read Ch. 20 in Analytics text re: Mobile Analytics • More digital marketing tools: – Ecommerce trends – Payments systems – Sales funnel • 3 Blog posts to review
  3. 3. Key Points: Analytics Ch. 20 • Mobile Analytics – Smartphones are not ubiquitous (just 48%) – iOS vs. Android • iOS is gaining ground, Android wider group of developers and handset makers
  4. 4. Key Points: Analytics Ch. 20 Mobile Analytics: Global Trends
  5. 5. Key Points: Analytics Ch. 20 – Location-based apps • Hyperlocal – Mobile Measurement • Type of device • Visitor metrics • Mobile app performance – # Downloads – Geographic info – Device types, networks – In-app purchases What can we learn from these metrics? What should we do with these metrics?
  6. 6. Digital Marketing Tools - eCommerce • What is eCommerce?
  7. 7. Digital Marketing Tools - eCommerce "With an ecommerce store, your business is open 24 hours/day, 7 days/week, 365 days/year. You don't pay rent or the salaries of sales associates. You don't have any geographical limitations…and you can automate nearly every aspect of the business.“ Mark Hayes, head of marketing and public relations at Shopify
  8. 8. Digital Marketing Tools - eCommerce What have you bought online recently? Books? Clothes? Movies & Entertainment? Deals? Services?
  9. 9. eCommerce Worldwide Sales $1.298 trillion worldwide Mobile devices = 11% of total US retail ecommerce in 2012.
  10. 10. Digital Marketing Tools – Payment Systems
  11. 11. Digital Marketing Tools – Payment Systems
  12. 12. Digital Marketing Tools – Payment Systems • Online payments – Credit cards – Bank transfers (ie., PayPal) – Smartcards • Requires a thing you have + thing you know – Bit Coins
  13. 13. Digital Marketing Tools – Payment Systems • Issues with online payments? – Insecure sites = Fraud – Transaction costs – Failed, incomplete transactions
  14. 14. Digital Marketing Tools – Sales Funnel • What is a funnel? • What is a conversion?
  15. 15. Digital Marketing Tools – Sales Funnel 73,333 came to site 53% started to Checkout Of those, 67% completed Checkout Overall, 35% conversion of site visitors
  16. 16. What the…?! • What is “conversion”? • Is a sales funnel a thing or a concept? • How do we know which marketing messages were the most effective in converting sales? 6:05
  17. 17. Digital Marketing Tools – Sales Funnel http://www.youtube.com/watch?v=PW_9TMZKJp0 I wanna watch a video! 6:10
  18. 18. Blog Topic: 7 tips for choosing an ecommerce system for your business’ website • Blog criteria:  300-500 words  Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
  19. 19. Blog Topic: My landing page is better than yours: best practices in landing • Blog criteria:  300-500 words  Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
  20. 20. Blog Topic: Nobody clicks on text ads, or do they? • Blog criteria:  300-500 words  Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
  21. 21. Next session: Mon, Sept 23 • Read Chapters 3+4 in Don’t Make Me Think text • Read Chapter 20 in Analytics text (if you didn’t already) • Quiz 5 • 0 blog posts to review • Creating Good User Experience – User interface concepts – Reliable framework - Menus, expectations - Sitemaps – Heat mapping – A/B testing

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