Target Market Refresher

direct response market segmentation and lists from Lindsey Fair
[ignore the last slide about assignments - that was from a previous course]


This whitepaper has great information on why / how and when to segment well. The section on behavioural will be really helpful for the course, but more importantly once you're out in the field.

Segmentation Tools

• http://environicsanalytics.ca/prizmc2_cluster_lookup.aspx
• http://www.canadapost.ca/cpc2/addrm/hh/pending/indexp/cpALL-e.asp
• http://www.tetrad.com/pub/documents/pnesegments.pdf
• http://www.naics.com/search.htm
• http://www.cityofkingston.ca/cityhall/neighbourhoods/data.asp

Gantt Chart Samples for MarComm Planning

Here's a sample Gantt Chart that had several different content themes & messages and an integrated channel approach >>

Web Marketing Plan Outline

·       Client Overview

o  Target Market / Persona (general, web)

o  Audit

o  Goals (business, web)

§  Priority List

·       Recommendations

o  Strategy

§  Themes

§  Focus

·       SEO

·       SEM

·       Conversion

o  Web

o  Mobile

o  Blog

o  Wiki

o  Email

o  Tactics

§  Content

·       Formats

·       Calendar

§  Integration

§  Timeline

·       Milestones

·       Ghantt Chart

o  Metrics / Analytics

Web Strategy Based on Budget

Digital Marketing Strategy... When to use what strategy

http://www.smartinsights.com/digital-marketing-strategy/digital-marketing-planning-template/

TrendsTalk Rubric & Outline

Learning Outcomes: 
2. Develop and recommend strategies for search engine marketing including organic and paid options.
5. Perform duties in a professional manner that models practitioners in a digital marketing role.

Components:

• TrendsTalk Mini video presentation (6 minutes, full slidedeck) 
• Slidedeck uploaded to slideshare, embedded to your blog and tweeted to @lindseyfair #imcslc 
• TrendsTalk full presentation at the main event (20 minutes + 7 min Q & A) 

Marks: 20%

Who: Partners

Description: A TedTalk inspired presentation will be developed related to Search & Site Marketing. Topics to be chosen by the students, however, a how-to seminar will not be accepted. All topics must be pre-approved and will be approved on a first-come-first-served basis.


Full TrendsTalk Rubric >>

For examples from previous years TrendsTalk visit >> http://trendstalk.com/

Mini In-Class Case

Quick reminder about the mini-assignment (2%) given out in class today:

In partners, develop a GeoTargeted web strategy for Gosling's Rum. Describe the strategy and create a wireframe that highlights the key aspects of the strategy.

Due a the beginning of class on Monday. (hard copy)

GeoTargeting Keywords for SEO

GeoTargeting, GeoConquesting and GeoFencing Videos and Articles

Article 1 from PR Web on GeoConquesting >>
Article 2 from Search Engine Watch on GeoConquesting >>

GeoLocal & GeoTargeting Strategies for Interactive Web Marketing Slidedeck

Conducting a Digital Audit

Here's some tools for conducting a digital audit:

• Google Webmaster Tools http://www.google.com/webmasters/tools/
• Hubspot’s SEO Audit Tips http://blog.hubspot.com/blog/tabid/6307/bid/34088/How-to-Audit-Your-Website-for-Improved-SEO-and-Conversions.aspx
• Woorank SEO and Traffic Estimator Report www.woorank.com
• Inbound Link Assessment, SERP Results www.moz.com/tools
• Other Useful Google Insights Tools: https://support.google.com/webmasters/answer/156184?hl=en
• to check inbound links on Google: link:url.com
• Sitemaps: https://support.google.com/webmasters/answer/156184?hl=en
• Domain Name Search: domainsatcost.ca
• Link Checker: brokenlinkcheck.com 
• Mobile Analysis: http://mobitest.akamai.com/m/index.cgi

The complete digital marketing audit checklist can be found here >>

Blog Rubric

Due: October 21 7am
Value: 14%
Here's the printable checklist to help you get your blogs ready.

Use the slidedecks from the first Digital Assets lesson that covered blogging as a reference, plus there's tons of info on SEW.

SEO & SEM Jargon

Run-of-network (RON)
In run-of-network advertising, advertisers generally give up say over placement in return for low rates and broad reach. Ads may be placed randomly in unsold, less valuable portions of sites within an ad network. Run-of-network buys are similar to run-of-site buys, except the ads appear on many sites instead of an individual site. (Thanks Matt for your info >>) (Thanks Joanna for your info>>)
Run-of-site (ROS)
Definition Ad buying option in which ad placements may appear on any pages of a target site. Information In run of site advertising, advertisers generally give up say over placement in return for low rates and broad reach. Ads may be placed randomly in unsold, less valuable portions of the target site. (Thanks Tina for your info >>) (Thanks Kristen for your info>>)

Real-Time Bidding (RTB)
Real-time bidding (RTB) is a new display ad solution that is revolutionizing the advertising industry, allowing advertisers to: Bid in real-time on available ad inventory, Maximize results within shorter timelines, Improve budget flexibility, Set price based on site content relevance. Here's a great article from SEW on RTB. (Thanks Taylor Y for your info>>)
Clickthrough Rates (CTR)
A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing. (Thanks Sarah for your info>>)

Quality ScoreQuality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. You can find out your Quality Score for any of your keywords, and there are several things you can do to help improve your Quality Score. (Thanks Jess for your info>>)

Conversion Rate (CR)
How often a click on your ad resulted in a conversion, a meaningful action like a sale, lead, or sign-up. (Thanks Amber for your info>>)

Display Network 
A group of more than a million websites, videos, and apps where your ads can appear. Sites in this network have partnered with Google to show relevant AdWords ads.(Thanks Brad for your info>>)

Ad Rank
A value that's used to determine your ad position, where ads are shown on a page. Ad Rank is calculated using your bid amount and Quality Score. (Thanks Josh for your info>>)

Cost-per-thousand impressions (CPM) CPM stands for cost-per-thousand impressions, so you pay for each set of a thousand views of your ad. (Thanks Alex for your info>>)

Standard Delivery vs Accelerated Delivery 
Standard delivery (the default option) tries to show your ads throughout the entire day to make sure that you don't spend your whole budget in the morning and cause your ads to stop showing for the rest of the day. Accelerated delivery tries to show your ads more quickly until your budget is reached. With this option, your ads can stop showing early in the day if your budget is spent. (Thanks Jessica for your info>>)
Ad Extensions
A feature that displays extra business information with your ad such as an address, phone number, more webpage links, or a coupon. (Thanks Shaun for your info>>)

Ad Group 
A set of keywords, ads, and bids that is a key part of how your account is organized. Each ad campaign is made up of one or more ad groups. (Thanks Julia for your info>>)

Default Bid 
A bid amount that applies to all of the keywords and placements in your ad group that don't have individual bids. This bid sets the maximum amount that you're willing to pay for each click on your ad for any keyword and placement without its own bid. (Thanks Katie for your info>>)

Ad Relevance
A keyword status that measures how closely related your keyword is to your ads.(Thanks Taylor O for your info>>)

AdSense
A Google product that pays website owners for showing relevant AdWords ads on their site. (Thanks Rachel for your info>>)

Auto-Tagging
A feature that automatically creates custom destination URLs to help you track your ad performance using website tracking programs like Google Analytics. (Thanks Kylie for your info>>)

Broad Match
A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword "bicycle bell" can cause your ad to show if someone searches for variations like "bicycle bells," "buy a bell for a bicycle," and "bell reviews for bikes." (Thanks Katrina for your info>>)

Destination URL 
The URL address for the page in your website where you'd like people to be sent after they click your ad. Thanks Sydne for your info>>)

Enhanced CPC
A bidding feature that raises your bids in situations that seem more likely to lead to a sale or other conversion on your website. It lowers your bids for situations that seem less likely to lead to a conversion. (Thanks Amanda for your info>>)

Landing Page 
The webpage where customers end up after they click your ad. This page is usually the same as your ad's destination URL. (Thanks James for your info>>)

Play Rate
How often your ad's video was played compared to how often the ad was shown. (Thanks Chris for your info>>) (Thanks Hollie for your info too>>)

SEO Remarketing 
A feature that lets you reach people who have previously visited your website. Your ads can show to these customers when they visit other websites in the Google Display Network or when they search on Google. (Thanks Megan for your info>>)

Search Network & Partners
A group of search-related websites where your ads can appear, including Google search sites and search sites that partner with Google to show ads (search partners). Partners are Sites in the Search Network that partner with Google to show ads.(Thanks James P for your info>>)

For more important SEO / SEM Terms and Jargon use the Google Glossary (will be important for your certification).

MCOM43 Concierge Project Date Revisions

Given the delayed launch of the two sites being used for the concierge project / holiday Monday the dates have been slightly changed and so has the grading system (based on class feedback survey). Here is the New Project Outline >>.

Mobile Marketing Case Studies

Here's 5 Great Mobile Case Studies to inspire you >>

Mobile Marketing for Gaining Customers

Mobile Marketing Strategies from Lindsey Fair

SEO and Paid Search Strategy Example

I've just finished marking the Farm Girl SEO / Paid Search Strats - for the most part you guys have come a long way and have the start of some potentially successful SEO strategies. I will be handing back your assignments with feedback on Monday, but in the meantime here's an example of how to do it in the future (e.g. Concierge Project and SEM Project).

Keyword Profitability & Ad Groups >> It's 2 spreadsheets - one for profitability and one for ad groups (notice how these two feed into each other? The other part is the estimated bid price which will play into the budget.

SEO Recommendations >> Notice that Page Title is close to 72 characters (not letters) long? That's the optimal number to strive for. The keywords I added are highlighted in aqua. I've also put outbound / inbound links in as well.

SEM (Paid Search) Strategy >> I only did one, but you should offer 3 variations at a minimum. The sheet was set up for 9 ads (3 for each of the 3 ad groups). Take note of how the budget was developed - it used the forecast PPC amounts from the keyword tool.




This Google SEO workbook will be a lot of help for you guys when it comes to your SEM projects and your certification. Take a look >>

The Paid Search Step-by-Step guide you guys used to generate your starter SEM strategies is here for your reference >>

Course Delivery Revisions

As I mentioned in the course feedback post, I have revised the delivery and assignment schedule. The main change is less blog posts and more in-class assignments. Thank you for your input.

Here is the revised delivery schedule, assignments and due dates (for both courses).

MARK5000 Wireframe Assignment

Due: Monday, October 7 (start of class)

Format: Hardcopy

What:

1. Navigation / Section Structure (1 page)
2. Look and Feel (1-2 pages) of main page that incorporates general theme, main call to actions, colour pallette, style guide and other principles discussed in class today (reference class videos, slidedecks and SEW). This does NOT require that the full content be submitted but rather where / how the content will be placed and the general theme of the content.

For: SEM project client

Who: In SEM project teams

This will be marked in place of a blogpost (therefore worth 2%).

Class Feedback Surveys

Thanks everyone for filling out my feedback survey. Here's the results:

The above word cloud was driven only from the written comments. It is a combination of both classes comments. The larger the word the more frequently it was used with challenging (in a positive sentiment voice) was used 12 times and the terms only used 1 time were the ones the same size as low-value or knowledgable.

The complete survey summaries are available as well:

MCOM43
MARK5000

For the most part the sentiment of each group was positive and that the majority of students are finding this course relevant and useful. It is challenging but achievable - exactly what a teacher and a HE institution strive for.

Areas that I will work to improve upon based on this feedback are (keeping in mind that I need to respond to the majority not the minority in making significant course adjustments):

• Provide written direction and details for even the minor assignments such as blogposts, similarily to what I have provided for the larger assignments;
• Add in additional one-on-one or small group discussions, coaching and feedback sessions;
• Look for additional ways to provide more hands-on learning as opposed to traditional lecture formats of delivery;
• Lastly, still under review but I may change some of the markable assignments to be less focused on blog written (now that they are established and other courses are making use of them) and turn our attention over to client projects and in-class activities. I will review this with you guys next week.

 If you were one of the 'outliers' in the survey and your comments / concerns did not fall with the majority and you would like to discuss your concerns in person I am open to doing so. Talk to me before or after class to book an appointment.

Websites that generate customers not just visits

Websites that generate customers not just visits from Lindsey Fair

Creating Website Content that Creates Customers - Lesson Videos from Ted

How to Choose the Right SEM Strategy - Organic or Paid