Mktg350 lecture 10232013
- 1. Online & New Media SNC-MKTG350 October 23, 2013
- 2. Tonight’s Agenda: Sales Funnel Tracking • Reading: Ch. 10, Don’t Make Me Think • Discussion: – Tracking the sales funnel – Audience segmentation • Blog Post Review: – Building a site for your multiple audiences: 7 guidelines for identifying audience segments (Courtney) – Goal setting is Success Setting for your online marketing efforts. 7 things to know about Google Analytics Goals. (Alden)
- 3. Correction! • Your presentations and digital marketing plans are due to present in class on Thursday December 12th at 6:30 • Presentations will be 5 minutes only • Give me your slides in advance via the blog.
- 4. Ripped from the Headlines!
- 5. Reading Recap: Ch. 10, Don’t Make Me Think Your top 5 take-aways: 1.Increases goodwill 2.Some people are less tolerant than others – – The situation your reader is in changes their tolerance levels Single mistakes can empty goodwill 1.Hiding information is bad for goodwill 2.Know what people want to do, questions they will ask on your site, make it easy to do it/find it 3.Make it easy to recover from errors How might you use “being a mensch” in your digital marketing plan?
- 6. Back-End/Analytics Goal Setting: Why do we care? • • • • Measure site’s performance to goals Evaluate marketing channels Track sales Measure site’s health
- 7. Isn’t Google a Search Engine? Yes. •They provide good searches because they capture a lot of data •That data can also be used and tracked on the “back-end” of your site for sales tracking
- 8. “Front-end” of your site • Has text and images • People read it • Comes up in organic search results
- 9. “Back-end” of your site • Has code • Browsers read it • Data about your browser, location and history can be delivered to Google <!DOCTYPE HTML> <html> <head> <meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /> <title>Your Website</title> </head> <body> <header> <nav> <ul> <li>Your menu</li> </ul> </nav> </header> <form action="http://maps.google.com/maps" method="get" target="_blank"> <label for="saddr">Enter your location</label> <input type="text" name="saddr" /> <input type="hidden" name="daddr" value="350 5th Ave New York, NY 10018 (Empire State Building)" /> <input type="submit" value="Get directions" /> </form>
- 10. Why we need goals - video https://support.google.com/analytics/answer/1012040?hl=en
- 11. Macro vs. Micro Goals? • Macro goals: – Sell the product • Micro goals: – Secondary goals • • • • Relation-building steps leading to sales Create an account Looking a specifications Reading reviews
- 12. What can you learn from conversion rates? • Performance by device – How far did they get when on a phone? – Did they get further, buy more when on a tablet? • Demographics – Did men from Arkansas buy more – Did people buy more after 11 p.m.? • Marketing channels – Who brought us the most valuable customers?
- 13. Multi-flow channelRemember this diagram? reports
- 14. Multi-flow channel reports • The path the user took through the site to complete a sale • They could have come to the site from one of several sources – What quality of buyer is that channel providing you? – Are they worth developing more?
- 15. Types of Goals (Google)
- 16. Goal Setting Process 1. Define your business’ goals 2. Set up a Google Analytics account 3. In Goals area, start defining the type and outcome 4. Track consistently over time
- 17. Putting it all together - video http://www.youtube.com/watch?v=X5COjB1lzSE
- 18. Goal Setting Key Ideas • Why do we go through this trouble? • What pieces of goal setting do you care about most? • How do analytics and sales connect?
- 19. Blog Topic: Why mobile websites matter in the marketplace. • 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. Blog Topic: Building a site for your multiple audiences: 7 guidelines for identifying audience segments • 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. Blog Topic: Goal setting is Success Setting for your online marketing efforts. 7 things to know about Google Analytics Goals • 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?
- 22. Next session: • Quiz on Monday • Reading: Ch. --• Discussion: – Demographics online • Men • Women • Other people • Blog Post Review: – What are women doing online? (Megan) – What are men doing online? (Holly)
Editor's Notes
- #2: Let’s say I had some notes here.
- #6: Do you know what they mean when they say “channels”? What do you think “silos” refers to? Send people over broadcast to your site, they have to find you again…need search engines so search analysis gives you insight to other tools’ effectiveness. Searc is the first place consumers go, most time spent Still have to solve a specific problem – what’s your problem statement?
- #13: What’s a conversion? What’s the RATE imply?