CCT356: Online Advertising and Marketing Class 3: Marketing

Administration Wiki signup Articles? First assignment (online ad critique)? Note terms at the beginning of every chapter – they are potentially testable.

Marketing Old, but still a key component of CRM Very cost effective Can be targeted and measurable Inbox is still a common access point to Internet Can adapt to mobile access

Again, some history still relatively new for mass market (again, less than 20 years) Interaction patterns change, as well as etiquette around unsolicited Allows for direct marketing at a far cheaper cost than snail mail Also more viral – no one passes around pamphlets, but might forward/post

Types of customer outreach Transaction s – e.g., requesting quote, confirming purchase Newsletters – e.g., regular updates on corporate activities, or push reminders to posts on blogs (e.g., SheridanInsider) Promotional s – new sales/services, for immediate action Retention – building long term relations/loyalty

Marketing KPIs What do you want users to do? Open ? Click links? Refer friends to grow customer database? Buy things? See if they’re still alive/interested? (30% churn a year a good estimate.) How will you measure if this is successful? Some measures easier to trace than others Conversion and bounce/unsubscribe rates

Service Providers Manual sending obviously not very efficient – doesn’t handle customer DBs well, often done poorly (e.g., 300+ cc’s, which is a privacy and info overload problem.) ESPs registered with certification authorities avoid automatic identification of as spam Often based on ISP reputation – do not run campaign through free ISP account. Ease of use, database integration, reporting built in Look at MailChimp later.

Establishing a Database Genuine, opt-in databases best important but other factors can be important for targeted marketing: e.g., name, nature of relationship, demographics, frequency of communication requested Take care to limit info request – too much info on signup = less signups What kind of targeting information would you include?

Best practices for signups Make sign-up location obvious Make privacy/anti-spam policy clear Make call for action and benefit clear Estimate frequency of communication (and stick to it!) Ideally link submissions directly to database (reduces manual entry/error) – an iPad/laptop on site would be better than a paper form.

Text vs. HTML? HTML – allows for richer content/branding Text – quicker download, more compatible with some mobile devices Allowing both options (and changing options) best practice

segments Preheaders – can be useful instructions (e.g., click here for mobile version) but also might be confusing (e.g., preheaders/) preheaders/ Header – standard to, from, reply – from should be personal (even if it’s really not.) Subject – most important part, and a target for spam filters (e.g., Sheridan’s banning “report”); consistent format/language builds rapport

Segments #2 Greeting – can be personalized if you have that information Body – finally, your message – where text/HTML issues are key, esp on mobile devices Footer – Further contact info, policy info – but most important part is unsubscribe. Making it hard to unsubscribe = junk status.

Template Design ESPs allow for design of s (esp HTML s). F-pattern: where should your key ask be?

Design #2 design != web page design – e.g., HTML5 or advanced CSS might not work as intended or at all Design for preview window – is your identity and ask obvious on quick view? Put logo/call for action early on (subject header or top left of body for preview panes…) Use alt text for images – some clients (esp. mobile) only load text unless requested Test, test, test – on as many platforms/devices as possible.

Design for mobile What technological/contextual limitations exist with mobile access? How do you design around these issues? Consider as a means of bridging to web page, blog, Facebook profile, Twitter account, video channel, etc. Effective CRM reaches customers through whatever medium they wish to use at the time

Analytics What’s delivered? What’s bounced (and why?) Unsubscribed? Pass on rate? Conversion? Test around subject lines, time/day of delivery, copy style, media use etc. – further segmentation

Avoiding being spam 80-85% of identified as spam Spam filters imperfect but powerful What can you do to avoid being spam?

MailChimp hints 600px width for all devices Simple layout – consider clients as bad web browsers, and KISS. Avoid background images – use solid colors –complex CSS, and interactive bits (e.g., Flash) Keep privacy, spam, and unsubscribe obvious to avoid being spam Design text s as much as HTML – assume 60 char width, and don’t assume consistent wrapping

MailChimp hints #2 Avoid absolute URLs – use relative Be careful with sneak opt-in (e.g., random contacts at tradeshows, other people’s lists, fishbowls, etc.) – just because it’s in the fine print, doesn’t mean they like you. Tread carefully. Avoid spam filters – key spam phrases/words, colors, etc. ( Be aware of corporate firewalls Avoid domain being blacklisted Test, test, test – in many clients/platforms

Sharing Tips from Mailchimp Links to FB, Twitter, Reddit, iTunes, Eventbrite, etc. prepped with proper tags, titles, URLs, etc. – easily customized in default interface Time sharing to days/times compatible with audience Track likes, tweets, retweets

Next week Affiliate Marketing