{"id": "dffded34c968-0", "text": "Digital Mark eting Str ategy", "source": "Page 1"}
{"id": "6da08886c042-0", "text": "Digital Mark eting Str ategy  PIERRE- YANN DOLBEC  MONTREAL", "source": "Page 3"}
{"id": "57ffc20e7dac-0", "text": "Digital M arketing Str ategy by Pierr e-Yann Dolbec is licensed under a Creative  Commons A ttribution- NonCommer cial-Shar eAlike 4.0 International L icense , except  wher e otherwise noted.", "source": "Page 4"}
{"id": "da6fc3f35571-0", "text": "Contents  Introduc tion  Pierr e-Yann Dol bec 1  Ackno wledgmen ts  Pierr e-Yann Dol bec 4  List o f Figur es  Pierr e-Yann Dol bec 5  Introduc tion to Dig ital Mar keting  Pierr e-Yann Dol bec  Overview 11  Creating V alue in the Digital A ge 15 11  Understanding the Dig ital Consumer  Pierr e-Yann Dol bec  Overview 23  Under standing Consumer s Thr ough P ersonas 23  Rethinking the Consumer J ourney 29  Under standing Consumer J ourneys 31  Zero Moment of Truth 36  Journey M apping 39  Exercises 41 23", "source": "Page 5"}
{"id": "871e5c03f074-0", "text": "Planning f or a Dig ital Mar keting Campaign  Pierr e-Yann Dol bec  Overview 45  SEO 46  Under standing H ow Consumer s Use Keywor ds 62  Using K eywor ds to A nalyze Competitor s 66  Exercises 70 45  Introduc tion to Dig ital S trategy  Pierr e-Yann Dol bec  Overview 73  Inbound and Outbound M arketing 74  Paid, Owned, and Earned M edia 75  Objectives, Goals, and KP Is 76  Strategy and T actics 78  RACE Fr amewor k 79  From P ersona and J ourney to Str ategy 83  From a J ourney M ap to a Conver sion P ath 86  RACE for Competitive A nalysis 91  Exercises 97 73  Reach: Gener ating A wareness and A ttracting Visi tors  Pierr e-Yann Dol bec  Overview 100  Reach 101  Landing P ages 101  Paid M edia A ctivities 111  Social M edia and R ACE 121  Exercises 129 100", "source": "Page 6"}
{"id": "722d5c5ede0b-0", "text": "Act: Cr eating Con tent  Pierr e-Yann Dol bec  Overview 132  Creating Content 133  Structuring Content Cr eation 139  RACE and Content M arketing 143  Pillar P ages 147  Content Calendar 156  Exercises 157 132  Act: Le ad Gener ation and Le ad Nur turing  Pierr e-Yann Dol bec  Overview 160  ACT 160  Leads and Lead Gener ation 161  Lead Scoring 168  Lead Nurturing 172  Exercises 183 160  Convert: Con version Optimiza tion  Pierr e-Yann Dol bec  Overview 185  Convert 185  A/B T esting 190  Conver sion-Center ed Principles 193  Remar keting and R etargeting 212  Exercises 216 185", "source": "Page 7"}
{"id": "973928714498-0", "text": "Engage: B uilding Lo yalty and Co-Cr eating Wi th  Customers  Pierr e-Yann Dol bec  Overview 218  Engage 218  Customer L ifetime V alue 219  RFM A nalysis 223  Net Pr omoter Scor e 226  Engaging Customer s in Co-Cr eation A ctivities 227  Exercises 231 218  About the Author  Pierr e-Yann Dol bec 233  Versioning H istor y  Pierr e-Yann Dol bec 234", "source": "Page 8"}
{"id": "71f4554d0262-0", "text": "Appendix: T ext Descriptions o f Figur es  Figur e 2.2 Types of Segmentation? 235  Figur e 2.3 R V Betty? 236  Figur e 4.2 KP Is Example ? 237  Figur e 4.3 A ARRR? 237  Figur e 4.4 RACE Goals ? 237  Figur e 4.8 Conver sion P ath \u2013 2nd Ex ample ? 238  Figur e 4.9 R ACE? 239  Figur e 5.18 Longtail K eywor ds and Conver sion Rate ? 240  Figur e 5.19 F acebook A d Objectives ? 240  Figur e 6.13 Content Calendar? 241  Figur e 7.10 E mail A utomation? 241  Figur e 8.2 Funnel? 242  Figur e 8.20 Landing P age E valuation? 243  Figur e 9.2 Value Chain? 244  Table f or Ex ercises in Chapter s 4?, 5?, and 6? 245 235", "source": "Page 9"}
{"id": "0057751d6ef3-0", "text": "Introduction  PIERRE- YANN DOLBEC  The in terne t has dig italized our liv es: w e no w cr eate and me et  others in online c ommuni ties on w ebsites such as R eddit, Imgur ,  Facebook, or Nik eTalk. Our r elationships wi th our friends and  families ha ve expande d to dig ital channels such as W hatsApp,  Facebook M essenger , and I nstagr am. W e forge ne w relationships  through da ting apps such as Ok Cupid and Tinder . We be come  micr ocelebri ties on Twi tch and Y ouTube. W e consume other  people \u2019s lives, w e talk to str angers, and w e project public personas  on social me dia pla tforms.  The in terne t has also tr ansforme d ho w businesses c onduc t their  activities and ho w consumers go about bu ying pr oduc ts. W hole  industries, such as music and tr avel, ha ve be en radically reshape d.  In or der to be suc cessful dig ital mar keters, w e ne ed to go be yond  simpl y transla ting the me thods and pr ocesses tha t use d to be  successful f or tr aditional me dia. W e need a dr astic ally dif ferent way  of thinking about appr oaching c onsumers and selling pr oduc ts.  The obje ctive o f this te xtbook is to pr ovide a w ay o f  conceptualizing ho w to do mar keting online and a str ategic  framework to do so. Thr oughout, r eal-lif e examples, le arning  exercises, vide os, and addi tional r esour ces ar e offered to c emen t  and e xpand y our le arning e xperienc e.  The fir st section  of this te xtbook e xplains ho w the in terne t has  transforme d the w ays f irms cr eate v alue and ho w c onsumers  experienc e brands and pr oduc ts. In this f irst se ction, w e focus on  understanding a", "source": "Page 11"}
{"id": "0057751d6ef3-1", "text": "oduc ts. In this f irst se ction, w e focus on  understanding a shif t in ho w firms c ommunic ate wi th consumers:  they ha ve mo ved away from talking about themsel ves, which w as  predominan t in a pr e-interne t era, to wards o ften o ffering fr ee  resour ces to cr eate value f or c onsumers. W e then e xplor e ho w  the c onsumer e xperienc e has be en radically alter ed and wha t the  implic ations ar e for firms\u2019 str ategies.  Introduc tion  |  1", "source": "Page 11"}
{"id": "b6bc6e166b69-0", "text": "More pr ecisel y, Chapter 1: I ntroduc tion to Dig ital Mar keting  discusses ho w dig italiza tion is chang ing the e cosystem in which  we conduc t mar keting ac tivities. I n this chapter , we explor e wha t  marketing is and ho w value is cr eated online, and brief ly touch on  consumer journe ys.  Chapter 2: Understanding the Dig ital Consumer  explor es ho w  digitaliza tion is tr ansforming the journe y of consumers.  We learn  about mar keting tools (persona, c onsumer journe y, and journe y  mapping) to help us understand c onsumer beha vior and cr aft dig ital  marketing c ampaigns.  In Chapter 3: P lanning For a Dig ital Mar keting Campaign , we  cover basic notions o f search eng ine optimiza tion and then discuss  how, when cr eating c ontent, keywords can be use d to r espond to  consumers\u2019 ne eds and goals. W e also discuss ho w keywords can help  us understand ho w our c ompe titors ar e posi tione d online.  Chapter 4: I ntroduc tion to Dig ital S trategy presen ts some k ey  vocabular y associa ted with dig ital mar keting and the fr amework we  are going to c over for the r est o f the semester , the R ACE fr amework.  We explain i ts relationship to persona, journe y, and str ategy and  how it can be use d to perf orm c ompe titive anal yses.  The second section  of this te xtbook pr ovides an in-depth  presen tation o f a dig ital mar keting fr amework centered on  conversion-base d mar keting. This fr amework echoes the w ork of  man y dig ital mar keting agencies. I t is c ompose d of four stages  through which f irms c an a ttract visi tors, cr eate le ads, tr ansform  leads in to customers, and f oster customer lo yalty.  Chapter 5: R each: Gener ating A wareness and A ttracting Visi tors discusses paid me dia", "source": "Page 12"}
{"id": "b6bc6e166b69-1", "text": "each: Gener ating A wareness and A ttracting Visi tors discusses paid me dia ac tivities. W e first emphasiz e the ne cessity  of building landing pages and describe wha t landing pages ar e. W e  then turn our a ttention to the online e cosystem, discussing  elemen ts such as t ypes o f paid me dia ac tivities and e xpand on  paymen t models and t ypes o f targeting tha t are available online.  Chapter 6: Ac t: Cr eating Con tent covers some c entral ac tivities  associa ted with content creation. W e discuss ho w content creation  can be inf orme d by the R ACE fr amework, the dif ference be tween  2  |  Introduc tion", "source": "Page 12"}
{"id": "de473047a614-0", "text": "gated and unga ted content, ho w to build topic al relevance, and  how pillar pages c an help us do so. The chapter ends wi th a shor t  presen tation o f content calendars.  Chapter 7 : Act: Le ad Gener ation and Le ad Nur turing  looks a t the  basics o f lead gener ation and le ad nur turing ac tivities. W e def ine  leads and le ad stages, pr esen t a f ew w ays to gener ate le ads and  different types o f opt-ins, e xplain ho w to sc ore leads, and discuss  email mar keting.  Chapter 8: Con vert: Con version Optimiza tion examines wha t  conversion is and ho w to optimiz e web pages to c onvert better. To  do so, w e discuss c onversion r ate optimiza tion, ho w to iden tify wha t  to optimiz e as pe ople mo ve from one w eb page to another , some  conversion-c entered principles, A/B testing, and r etargeting.  Chapter 9: Engage: B uilding Lo yalty and Co-Cr eating Wi th  Customers  deals wi th ho w to e valuate and enc ourage customer  engagemen t and lo yalty and f oster c o-cr eation b y engage d  customers. M ore pr ecisel y, we del ve into customer engagemen t,  customer lif etime v alue, w ays to me asur e engagemen t,  consumption c ommuni ties, and c o-cr eation ac tivities.    Introduc tion  |  3", "source": "Page 13"}
{"id": "434ef2c09c70-0", "text": "Acknowle dgments  PIERRE- YANN DOLBEC  Pierr e thanks Alexandr e Bustaman te for the book illustr ations,  Kelly-Anne Lema y for forma tting and e diting, and Chloe Lei f or  academic suppor t, as w ell as the f inancial suppor t of Conc ordia  Univ ersity and the Open Educ ational R esour ces initiative.  4  |  Ackno wledgmen ts", "source": "Page 14"}
{"id": "c223158c87e5-0", "text": "List of Figur es  PIERRE- YANN DOLBEC  Chapter 1  Figur e 1.1 The Ev olution o f WOM The ory  Chapter 2  Figur e 2.1 Persona  Figur e 2.2  Types o f Segmen tation / Fr om Univ ersity o f  Minnesota \u2019s Principles o f Mar keting / Text Description  Figur e 2.3  RV Be tty / Cr edit: BBH Singapor e (@bbh_singapor e) /  Text Description  Figur e 2.4  Consumer J ourne y: The Funnel M odel  Figur e 2.5  Consumer J ourne y: The Cir cular M odel  Figur e 2.6 ZMOT  Figur e 2.7 Four Types o f ZM OT  Figur e 2.8  Journe y Mapping / Adapte d from nngr oup.c om  Chapter 3  Figur e 3.1 Paid vs Or ganic Se arch  Figur e 3.2  Top Ranking Fac tors  Figur e 3.3  How M eta Tags Ar e Displa yed on Goog le SERP s  Figur e 3.4  Cross-Linking Example  Figur e 3.5  Top On-P age Fac tors  Figur e 3.6 Types o f Search  List o f Figur es  |  5", "source": "Page 15"}
{"id": "2d7d47440497-0", "text": "Figur e 3.7 Journe y and Se arches  Chapter 4  Figur e 4.1 Obje ctive / Goal / KP I  Figur e 4.2  KPIs Example / Text Description  Figur e 4.3  AARRR / Text Description  Figur e 4.4  RACE Ojbe ctives / Text Description  Figur e 4.5  Journe y and Se arches  Figur e 4.6 Conversion P ath  Figur e 4.7 Conversion P ath \u2013 1st Example  Figur e 4.8  Conversion P ath \u2013 2nd Example / Text Description  Figur e 4.9  RACE / Text Description  Chapter 5  Figur e 5.1 Examples o f a Clickthr ough Landing P age \u2013 Fi t for Lif e  Figur e 5.2  Examples o f a Clickthr ough Landing P age \u2013 S potif y  Figur e 5.3  Examples o f a Le ad Gener ation L anding P age \u2013 Fi t for  Life  Figur e 5.4  Examples o f a Le ad Gener ation L anding P age \u2013 Uber  Figur e 5.5  Shopif y Ad  Figur e 5.6 Shopif y Homepage  Figur e 5.7 AR Con version  Figur e 5.8  Shopif y Landing P age  Figur e 5.9  Landing P age \u2013 A ttention Ra tio  Figur e 5.10  Basic Elemen ts of a L anding P age \u2013 Shopif y Example  Figur e 5.11  Banner Ad  Figur e 5.12  Intersti tial  Figur e 5.13  Pop-Up Ad  Figur e 5.14  Floating Ad  6  |  List o f Figur es", "source": "Page 16"}
{"id": "2a9ecc32dd6e-0", "text": "Figur e 5.15  Wallpaper  Figur e 5.16  Map  Figur e 5.17  Native  Figur e 5.18  Longtail K eywords and Con version Ra te / Text  Description  Figur e 5.19  Facebook Ad Obje ctives / Text Description  Figur e 5.20  Affiliate Mar keting Example  Chapter 6  Figur e 6.1  Content Mar keting  Figur e 6.2  Exemplar and Pr ototype  Figur e 6.3  Gated Con tent Example  Figur e 6.4  Unga ted Con tent to Ga ted Con tent  Figur e 6.5  Topics  Figur e 6.6 Funnel  Figur e 6.7 Pillar P age Example  Figur e 6.8  Traditional Appr oach  Figur e 6.9  Pillar Appr oach  Figur e 6.10  Pillar P age and Ga ted Con tent  Figur e 6.11  Pillar P age and Ga ted Con tent  Figur e 6.12  Pillar S trategy  Figur e 6.13  Content Calendar / Text Description  Chapter 7  Figur e 7.1 Lead Gener ation Fac ebook  Figur e 7.2 Marketo Form Fields  Figur e 7.3Scroll-Do wn P op-Up Opt-I n on Zoella.c o.uk  Figur e 7.4 Bottom o f Con tent Opt-I n on fastc ompan y.com  Figur e 7.5 Double Opt-I n on I nstagr am \u2013 P art 1  List o f Figur es  |  7", "source": "Page 17"}
{"id": "f5f4b3094031-0", "text": "Figur e 7.6 Double Opt-I n on I nstagr am \u2013 P art 2  Figur e 7.7 Double Opt-I n on I nstagr am \u2013 P art 3  Figur e 7.8 Drip Email Se quenc e Example  Figur e 7.9 Drip Se quenc e  Figur e 7.10 Email Automa tion / Text Description  Chapter 8  Figur e 8.1  Conversion Ra te  Figur e 8.2  Funnel / Text Description  Figur e 8.3  Goog le\u2019s Con version Funnel Example  Figur e 8.4  A/B T est  Figur e 8.5  A/B Dif ferences  Figur e 8.6 Attention Ra tio W orks  Figur e 8.7 Encapsula tion Example  Figur e 8.8  Encapsula tion  Figur e 8.9  Color Con trast  Figur e 8.10  Directional Cues  Figur e 8.11  Reading Flo w  Figur e 8.12  White Space  Figur e 8.13  Informa tion H ierarchy  Figur e 8.14  Continui ty  Figur e 8.15  Message Ma tch Failur e  Figur e 8.16  Message Ma tch S uccess  Figur e 8.17  Design Ma tch Failur e  Figur e 8.18  Design Ma tch S uccess  Figur e 8.19  Congruenc e Example  Figur e 8.20  Landing P age Ev aluation / Text Version  Figur e 8.21  Retargeting  Figur e 8.22  Retargeting Example  8  |  List o f Figur es", "source": "Page 18"}
{"id": "8187c1856945-0", "text": "Chapter 9  Figur e 9.1 Net Promoter Sc ore  Figur e 9.2 Value Chain / Text Description  List o f Figur es  |  9", "source": "Page 19"}
{"id": "3295a3318db0-0", "text": "Introduction to Digital  Mark eting  PIERRE- YANN DOLBEC  Overview  In this chapter , we discuss ho w dig italiza tion is chang ing the  ecosystem in which w e conduc t mar keting ac tivities. W e star t by  defining mar keting, v alue, and ho w value is cr eated. W e then go  on to se e ho w the me dia e cosystem and dig ital channels ar e  transforming the log ic w e use to cr eate value, mo ving a way from  represen ting the c ompan y to r epresen ting the customer . To set up  the ne xt chapter , we conclude b y brief ly discussing the c onsumer  journe y.  Learning O bjectives  Understand tha t the main goal o f mar keting is to cr eate  value and ho w the chang ing e cosystem is tr ansforming the  ways w e can achie ve this goal.  Introduc tion to Dig ital Mar keting  |  11", "source": "Page 21"}
{"id": "983c2a0c6ae5-0", "text": "What Is Mark eting?  According to the Americ an Mar keting Associa tion\u2014mar keting\u2019 s top  associa tion\u2014 marketing  is \u201cthe ac tivity, set of insti tutions, and  processes f or cr eating, c ommunic ating, deliv ering, and e xchang ing  offerings tha t ha ve value f or customers, clien ts, par tners, and  socie ty at large\u201d (Americ an Mar keting Associa tion 2013 ).  Our goal is to be tter understand ho w the c onsumer e xperienc e  has be en tr ansforme d and wh y it has be come ne cessar y to adopt  a dr astic ally dif ferent perspe ctive on ho w to perf orm mar keting  online. Thus, as w e reconceptualiz e the e cosystem in which  consumers and f irms oper ate, w e concentrate on the f ollowing  elemen ts of tha t def inition: \u201c processes f or cr eating, c ommunic ating,  deliv ering, and e xchang ing o fferings tha t have value. \u201d  In other w ords, the r ole o f mar keting is to create value for a br oad  range o f stak eholders. I n this te xtbook, w e concentrate on v alue  creation f or consumers. W e concentrate on v alue cr eation be cause  consumers \u201c do not bu y pr oduc ts or ser vices, the y bu y offerings  which \u2026 cr eate value\u201d in their liv es (Gummesson 1995, p. 250 ).  Hence, our f ocus will be on understanding ho w firms c an cr eate  value in c onsumers\u2019 liv es\u2014and ho w the y can do so online.  Firms cr eate value f or consumers in man y dif ferent ways. If we  rewind back a f ew de cades, w e find tha t our understanding o f value  creation w as tain ted by the w ork of economists, and v alue w as  mostl y thoug ht of as being base d on pr oduc ts\u2019 utili ty. Utilitarian  value , therefore, denotes the v", "source": "Page 22"}
{"id": "983c2a0c6ae5-1", "text": "on pr oduc ts\u2019 utili ty. Utilitarian  value , therefore, denotes the v alue tha t a customer r eceives base d  on a task -related and r ational c onsumption beha vior ( Babin e t al.  1994 ). Since then, our understanding o f value has v astly broadene d  to include other t ypes o f value, such as hedonic v alue \u2014value base d  on the customer\u2019 s experienc e of fun and pla yfulness (Babin e t al.  1994 )\u2014or linking v alue , which is base d on the cr eation o f  interpersonal links be tween c onsumers ( Cova 199 7). This is  impor tant for dig ital mar keters be cause i t me ans tha t ther e ar e  numer ous a venues to c ontribute to c onsumers\u2019 liv es thr ough value  12  |  Introduc tion to Dig ital Mar keting", "source": "Page 22"}
{"id": "f380d22f2228-0", "text": "creation tha t expand be yond the use o f a pr oduc t by a c onsumer to  achie ve a spe cific task.  Another impor tant transforma tion o f our understanding o f value  creation o ver the last de cade is the ide a tha t value is always co- created (Vargo and Lusch 2004 ). Value is c o-cr eated thr ough the  meeting o f consumers, wi th their o wn r esour ces such as skills,  exper tise, and e xisting possessions, wi th tha t of firms and their  resour ces, such as br and c ampaigns, ser vice deliv ery models, and  the pr oduc ts the y sell.  Let\u2019s see these notions c oncr etized thr ough an e xample: Bef ore,  we would ha ve conceptualiz ed a c onsumer as bu ying a c ar be cause  they wanted to e xtract the utili tarian v alue associa ted wi th the  produc t (i.e., mo ving fr om poin t A to poin t B). Value r eside d in  the c ar and w as tr ansferred to a c onsumer when the y put tha t  produc t into use. N owadays, w e understand the pur chase o f a c ar  as conceptuall y very dif ferent. First, c onsumers c an bu y a c ar for  reasons other than going fr om poin t A to poin t B. Ma ybe the y want  to belong to a c ommuni ty of other c onsumers, or wha t is r eferred  to as a consum ption comm unity, and bu ying this c ar allo ws them  to do so. This community-oriented str ategy is emplo yed by iconic  brands such as H arley-Davidson. Or ma ybe the c onsumers se e the  car as a r ecreational obje ct, wher e the end is not impor tant (i.e.,  wher e the y ar e going), but ho w the y ge t ther e is. This has le d  to man y ads tha t emphasiz e the ple asur e of driving, r", "source": "Page 23"}
{"id": "f380d22f2228-1", "text": "d  to man y ads tha t emphasiz e the ple asur e of driving, r ather than  more utili tarian char acteristics such as fuel e conom y. And w e no w  understand the v alue cr eated by a c ar as emer ging fr om the  interaction o f a c onsumer and the c ar. For e xample, cr eating v alue  by consuming a spor ts car can be limi ted by the skills o f the driv er.  The c ar has a se t of char acteristics fr om which c onsumers c an  create value, but the y can onl y maximiz e value c o-cr eation if the y  possess the e xper tise to do so. S imilar ly, a consumer c an co-cr eate  value when bu ying a H arley-Davidson while riding i t, but the y mig ht  leave unde velope d value when the y do not par ticipa te in the  worldwide c ommuni ty of Harley-Davidson driv ers.  To sum up, v alue e xists in man y dif ferent ways, and i t is al ways  Introduc tion to Dig ital Mar keting  |  13", "source": "Page 23"}
{"id": "321e27801a34-0", "text": "the r esult o f the in teraction be tween a c onsumer and a f irm ( and i ts  produc ts and ser vices). This has impor tant implic ations f or dig ital  marketing, one o f them being the cr eation o f content. Man y firms  participa te in cr eating v alue in c onsumers\u2019 liv es b y offering fr ee  content. This c ontent can ha ve he donic v alue, such as a humor ous  YouTube vide o. It can also help c onsumers be tter their skills and  knowledge, such as online tutorials. B y incr easing c onsumers\u2019  exper tise, f irms allo w consumers to e xpand their r esour ces, which  can le ad them to cr eate mor e value when c onsuming pr oduc ts. W e  will c ome back to this ide a in the c onclusion o f this chapter .  How do f irms cr eate value? For the last 30 y ears, the dominan t  paradigm f or understanding ho w firms cr eate value f or consumers  has be en mar ket orien tation. Market orien tation refers to the \u201cthe  organiza tion-wide gener ation o f mar ket intelligenc e, dissemina tion  of the in telligenc e acr oss depar tmen ts and or ganiza tion-wide  responsiv eness to i t\u201d (Kohli and J aworski 1990 , p. 3 ). By this, w e  mean tha t organiza tions cr eate value b y gener ating inf orma tion  and dissemina ting this inf orma tion thr oughout the f irm in or der to  proper ly respond to i t. This is done b y gener ating and r esponding  to inf orma tion about customer s, or wha t is r eferred to as customer  orien tation, and gener ating and r esponding to inf orma tion about  competitor s, or wha t is r eferred to as com petitor orien tation. For  this r eason, mar keting ac ademics and pr actitioners t ypically aim  to iden tify and", "source": "Page 24"}
{"id": "321e27801a34-1", "text": "ac ademics and pr actitioners t ypically aim  to iden tify and r espond to customer ne eds as w ell as e xamining  and r esponding to their c ompe titors\u2019 ef forts. Being mar ket-orien ted  has be en found to be ne cessar y for a f irm to c ompe te in mar kets  effectively (Kumar e t al. 2011 ). For this r eason, w e will c over both  customers and c ompe titors in the f irst f ew chapters, and the  strategic fr amework offered in this te xtbook is c entered ar ound  answ ering customers\u2019 ne eds, goals, and desir es, ide ally mor e  effectively than the c ompe tition does.  Now tha t we ha ve def ined the bases o f mar keting, w e turn our  attention to change br ought about b y the in terne t and ho w it  transforme d the w ays tha t firms cr eate value f or consumers.  14  |  Introduc tion to Dig ital Mar keting", "source": "Page 24"}
{"id": "8f41dbe15a09-0", "text": "Creating V alue in the Digital Ag e  Canadian me dia scholar Marshall M cLuhan famousl y wr ote tha t \u201cthe  medium is the message \u201d (McLuhan 1964 ). By this, he me ant to  emphasiz e tha t the char acteristics o f a me dium ( e.g., T V vs. prin t vs.  interne t) pla yed an impor tant role in c ommunic ations, in addi tion  to the message. W e conclude this chapter b y sho wing ho w the  interne t, as a me dium, has pla yed a tr ansforma tive role in shaping  the message and wha t this me ans f or mar keting.  The w ays messages ar e dif fused to c onsumers ha ve  been vastly transforme d sinc e the 1950s. I n reviewing w ord-of- mouth (W OM) models ( Figur e 1.1), Kozine ts and c o-authors (2010 )  iden tify thr ee periods tha t are useful in c onceptualizing ho w the  diffusion o f messages fr om f irms to c onsumers has e volved.  Introduc tion to Dig ital Mar keting  |  15", "source": "Page 25"}
{"id": "f54ae6b110fc-0", "text": "16  |  Introduc tion to Dig ital Mar keting", "source": "Page 26"}
{"id": "5edcd0dad77c-0", "text": "Figur e 1.1 The E volution of W OM Theor y  In the 1950s, the dif fusion o f messages e choe d a vie w found in  the v ery suc cessful series Mad M en: advertising f irms w ould cr eate  what the y belie ved to be a message tha t could sell pr oduc ts and  would use mass me dia such as T V, newspapers, magazines, and the  radio to dif fuse these messages. W ord of mouth w as or ganic, in the  sense tha t it happene d be tween c onsumers wi thout in terventions  from f irms. This is kno wn as the organic in terconsumer inf luence  model .  In the 19 70s, the ories star ted to r ecogniz e tha t some individuals  held mor e po wer than others to inf luenc e other c onsumers.  Increasing ly, these inf luen tial c onsumers and c elebri ties w ere  leveraged by firms to dif fuse their messages. This is kno wn as the  linear mar keter inf luence model  because in these e arlier ef forts,  such inf luenc ers w ere belie ved to fai thfull y dif fuse the message  created by firms and their ad vertising agencies.  The emer genc e of the in terne t led to a thir d transforma tion in  how w e understand message dif fusion and w ord of mouth and a  movemen t toward a netw ork co-pr oduction model . In this last  model, c onsumers lik e you and me, online c ommuni ties, and other  types o f ne tworked forms o f communic ation ( such as publics created thr ough hash tags, se e Arvidsson and Caliandr o 2015 ), ha ve  an incr easing r ole to pla y not onl y in dif fusing messages but also in  transforming them.  Marketers ha ve capitalized on this ne w mode o f dif fusion f or  messages b y dir ectly tar geting inf luenc ers who ar e par t of  consumer ne tworks and c ommuni ties, which has r esulte d in the  explosion", "source": "Page 27"}
{"id": "5edcd0dad77c-1", "text": "tworks and c ommuni ties, which has r esulte d in the  explosion o f influenc er mar keting and the rising inf luenc e of micr o- influenc ers. The y ha ve also de velope d capaci ties, such as social  media moni toring, to iden tify emer gent disc ourses on and ar ound  their br ands, which some times c omple tely reinterpr et br and  meanings.  Introduc tion to Dig ital Mar keting  |  17", "source": "Page 27"}
{"id": "7badf44840ec-0", "text": "The increased power of consumer s in cr eating, modif ying, and  diffusing messages on and ar ound br ands has le d, for example, to  the cr eation o f doppelg \u00e4nger brand imag es, \u201ca famil y of dispar aging  images and me anings about a br and tha t cir culate thr oughout  popular cultur e\u201d (Thompson, Rindf leisch, and Arsel 2006 ). Or , to  simplif y, consumers no w cr eate alterna tive campaigns tha t tarnish  the in tende d image ini tially created by br ands. Consumers using  Twitter to dif fuse alterna tive br and me anings or gr oups o f  consumers such as 4chan c o-opting ad vertising c ampaigns ar e  examples o f this. For f irms, the incr eased role o f consumers in  the cr eation and dif fusion o f messages has impor tant implic ations  for value cr eation: f irms  now ha ve to c onsider not onl y ho w their  messages c an be amplif ied by consumers but also ho w the y could  be co-opte d, reshape d, and r esiste d.  Another tr ansforma tion br ought about b y the in terne t is media  and audience fr agmen tation. In the 19 70s, All in the F amily was  for a f ew years the top-w atche d TV sho w in the US. A t its pe ak, it  was w atche d by a fifth of the popula tion. The 1980 f inale o f the hi t  series Dallas was w atche d by 90 million vie wers, or mor e than 75%  of the US tele vision a udienc e, while the last episode o f M*A*S*H  was w atche d by 105 million pe ople . The last f inale to mak e the top  10 list  was Friends , in 2004, as the adoption o f broadband in terne t  accelerated.  Consumers ha ve an incr easing number o f options f or me dia- base d en tertainmen t. T raditional me dia c", "source": "Page 28"}
{"id": "7badf44840ec-1", "text": "options f or me dia- base d en tertainmen t. T raditional me dia c ompanies ar e no w  compe ting against user-g ener ated con tent found on social me dia  websites such as I nstagr am, Fac ebook, and TikT ok. Y ounger  consumers ha ve mo ved en masse to these ne w me dia, c omplic ating  the cr eation o f advertising c ampaigns. M edia fr agmen tation and the  rise o f interne t in the liv es of consumers has le d to the emer genc e  of the c oncept o f the atten tion econom y.  This is not a ne w concept. In 1971, S imon  was alr eady discussing  how \u201cinf orma tion c onsumes \u2026 the a ttention o f its recipien ts,\u201d and  Bill Ga tes w as sta ting in 1996  that \u201ccontent is king. \u201d The implic ations  for dig ital mar keting had be en recogniz ed as e arly as the mid- 1990s,  18  |  Introduc tion to Dig ital Mar keting", "source": "Page 28"}
{"id": "99eeee3a5a64-0", "text": "when Mandel and V an der Leun men tione d in their book Rules of  the N et how \u201cattention is the har d curr ency of the c yberspac e.\u201d  Goldhaber (199 7) would add tha t \u201cas the N et be comes an  increasing ly str ong pr esenc e in the o verall e conom y, the f low of  attention will not onl y an ticipa te the f low of mone y but e ventuall y  replac e it altoge ther.\u201d This has le d to a dr astic r ethinking o f how to  do mar keting online and is in trinsic ally tie d to the rise o f inbound  marketing  and content mar keting .  To recap, a f ew de cades back, inf orma tion w as rather sc arce;  people, f or the most par t, consume d inf orma tion fr om onl y a f ew  sour ces, and c ompanies c ould r ather e asily tar get consumers to  diffuse their ad vertising messages. N owadays, inf orma tion is  plen tiful, c onsumers ar e dif fused over a lar gely fragmen ted me dia  ecosystem, and i t has be come mor e dif ficult f or c ompanies to  diffuse their ad vertising messages to a mass o f consumers, which  can w ork against them. Tha t dif ficult y, and the de velopmen t of  targeting te chnolog ies tha t ha ve transforme d ho w w e can send  messages to c onsumers, ha ve led to t wo impor tant transforma tions  for mar keters and ho w w e understand v alue cr eation f or  consumers.  Finding Consumers vs. Being F ound  The f irst tr ansforma tion w as a mo vemen t away fr om finding  consumer s toward being f ound by consumer s.  What does this me an?  If we rewind histor y, it use d to be tha t mar keters w ould \u201cf ind\u201d  consumers: The y would use mar ket research r epor ts in or der to  understand wher e consumers hung out so as to plac e ad", "source": "Page 29"}
{"id": "99eeee3a5a64-1", "text": "ts in or der to  understand wher e consumers hung out so as to plac e ad vertising  there, wha t the y watche d so tha t the y could run ads during their  favorite sho ws, and understand their mo vemen ts in a ci ty so as  to put ads and bill boar ds in the rig ht plac es. Althoug h this still  func tions online\u2014 you c an \u201cf ind\u201d c onsumers thr ough online  Introduc tion to Dig ital Mar keting  |  19", "source": "Page 29"}
{"id": "633dfb08422f-0", "text": "targeting b y placing y our ads on r elevant websites\u2014ther e has be en  an impor tant swi tch to ward consumer s finding companies .  Consumers f ind c ompanies thr ough their normal e veryday  searches. I n the chapter on c onsumers and their journe y, we are  going to se e how finding c ompanies e xpands the se ts of brands tha t  consumers c onsider bef ore making a pur chase.  How does this w ork?  Think o f a ne ed or a pr oblem y ou mig ht have. How do y ou usuall y  go about answ ering this ne ed or r esolving this pr oblem ? Ma ybe  you will ask a friend. Ma ybe y ou will go to a stor e and trust the  salesperson. Or per haps, as millions o f consumers do e very da y,  you will turn to the in terne t to do a se arch about y our ne ed or  your pr oblem. This is how thousands of consumer s discover new  brands and pr oducts ever y day! This has str ong implic ations f or  digital mar keters, one o f the most impor tant being c ontent creation:  In order to be f ound b y consumers, y ou ne ed to cr eate content tha t  addr esses their pr oblems. This is a topic w e will e xplor e in mor e  detail when discussing c ontent creation.  In shor t, it use d to be tha t companies w ould f ind c onsumers and  try to a ttract them to their stor es or choose their br ands thr ough  traditional me dia and ad vertising. N owadays, our job has mo ved to  creating c ontent tha t informs, e ducates, and en tertains c onsumers  so tha t the y can find us when the y are searching f or solutions to the  needs the y have or issues the y are facing.  Representing the Company vs. R epresenting the  Customer  The se cond tr ansforma tion has be en a mo ve from r epresen ting  yourself as a c ompan y to r epresen ting the customer .  What", "source": "Page 30"}
{"id": "633dfb08422f-1", "text": "ting  yourself as a c ompan y to r epresen ting the customer .  What does this me an?  It use d to be tha t, when f inding c onsumers, c ompanies w ould  talk about themsel ves. T ake, for example, this ad fr om H ome Depot ,  20  |  Introduc tion to Dig ital Mar keting", "source": "Page 30"}
{"id": "ae8e45335104-0", "text": "which emphasiz es ho w \u201cH ome Depot is mor e than a stor e \u2026 i t is  everything under the sun \u2026 all a t a guar anteed low pric e\u201d wher e you  can sa ve on f looring and wher e the y have everything f or your ne eds.  In shor t, the ad is pr esen ting the c ompan y and e xplaining wh y the  compan y and i ts pr oduc t are the best choic e for the c onsumer . The  ad represents the company .  Represen ting the customer me ans swi tching the f ocus to  consumers\u2019 ne eds and goals and the pr oblems the y ar e  experiencing\u2014and helping c onsumers addr ess those pr oblems.  Ther e ar e numer ous w ays to do so. Companies o ften cr eate  resour ces, such as tutorials and inf ographics, to help c onsumers  solve their pr oblems or achie ve their goals. For e xample, Nik e has  develope d an e xtensiv e set of vide os to help c onsumers w ork out  at home, tr ain f or running, or e at better (all of which c an be f ound  on their YouTube channel ). This ob viousl y represen ts oppor tunities  for Nik e to talk about their br and in e very tutorial and c onne ct with  consumers, but the main goal is not to talk about ho w gr eat Nik e  and i ts pr oduc ts ar e: It is to help c onsumers achie ve their goals  of training, running, and e ating. I t still ser ves the c ompan y well,  thoug h. W hen a c onsumer is se arching f or at-home e xercises, the y  might come acr oss Nik e, consume their tutorials, and then, when i t  is time to pur chase a ne w pair o f sne akers or a te e to e xercise in, be  more likely to bu y from Nik e rather than a c ompe titor.  Some br ands ha ve tak en this a step fur ther b y offering tutorials  tied wi th pr oduc ts the y sell", "source": "Page 31"}
{"id": "ae8e45335104-1", "text": "this a step fur ther b y offering tutorials  tied wi th pr oduc ts the y sell in-stor e, wi th a r eadily available  shopping list f or do-i t-yourself pr ojects. H ome Depot, f or example,  offers tens o f tutorials on their Y ouTube channel : This mak es sense  since the home impr ovemen t stor e sells pr oduc ts for such pr ojects.  By going a step fur ther and r epresen ting the ne eds of the c onsumer ,  Home Depot c an bring poten tial customers to their w ebsite when  they want, for example, to build a f ire pit. Within these tutorials,  Home Depot pr esen ts a list o f \u201cMa terials Y ou Will N eed,\u201d which  directly brings c onsumers to se ctions o f their w ebsites wher e the y  sell such pr oduc ts. The tutorial has thus be come a gr eat resour ce to  create sales!  Introduc tion to Dig ital Mar keting  |  21", "source": "Page 31"}
{"id": "700fa42fd884-0", "text": "A Transforme d Consumer J ourney  What is a consumer journe y? It is the e xperienc e of a c onsumer  across the dif ferent stages o f their bu ying pr ocess, which then  extends to phases o f relationships wi th a c ompan y. For e xample,  let\u2019s imag ine y ou w ant a ne w pair o f sne akers. Y ou mig ht have an  existing pair . How sa tisfied were you wi th tha t pair? I f you w ere  highly satisfied and y ou still lo ve the br and, y ou mig ht go bu y the  same pair . This is par tly wh y companies tr y to build lo yal customers:  to foster r epeat sales. I f you w ere unsa tisfied, this model is not  available an ymor e, or y ou w ant some v ariety, you mig ht go and look  for another pair o f sne akers. Y ou will then go thr ough dif ferent  stages: H aving r ecogniz ed a ne ed you w ant to answ er, you will mo ve  to disc over options to answ er tha t ne ed, evaluate these options,  make a choic e and bu y a ne w pair o f sne akers, and then e valuate  how much y ou lik e or dislik e this pair .  As w e will e xplor e in the ne xt chapter , these tr ansforma tions and  the ne w dig ital e cosystem in which c onsumers e volve ha ve led to  a dr astic ally dif ferent way to en ter in r elationships wi th br ands:  Consumers no w disc over br ands, r ather than being disc overed by  them, and the y star t their r elationships wi th those br ands wi th  online se arches aligne d wi th their ne eds, goals, and pr oblems. The  objective of companies doing mar keting online is thus to be ther e  when c onsumers ne ed them. W e will talk in the ne xt chapter about  how we can c onceptualiz e such changes in tr ansforma tions in the  journe", "source": "Page 32"}
{"id": "700fa42fd884-1", "text": "can c onceptualiz e such changes in tr ansforma tions in the  journe y consumers tak e when bu ying pr oduc ts the y want.  22  |  Introduc tion to Dig ital Mar keting", "source": "Page 32"}
{"id": "04b78c23d7fa-0", "text": "Understanding the Digital  Consumer  PIERRE- YANN DOLBEC  Overview  In this chapter , we discuss ho w dig italiza tion is tr ansforming the  journe y of consumers. T o be tter understand ho w to do mar keting  online, w e also c over basic mar keting tools (i.e., persona and  consumer journe y) to help us cr eate dig ital mar keting c ampaigns.  We conclude the se ction b y discussing journe y maps.  Learning O bjectives  Understand the c oncepts o f personas, journe ys, and  maps, ho w to c alcula te customer lif etime v alue, and wh y it  is impor tant.  Understanding Consumers Thr ough  Personas  Ther e are two br oad appr oaches to c onduc ting mar keting: mass  Understanding the Dig ital Consumer   |  23", "source": "Page 33"}
{"id": "7730942f9fff-0", "text": "marketing  (i.e., an undif ferentiated appr oach wher e pr oduc ts ar e  simpl y sold to the masses ) or targeted mar keting  (click her e for  more inf orma tion on these appr oaches ). In the la tter appr oach,  firms pr actice segmen tation and tailor mar keting c ommunic ations  and pr oduc ts to segmen ts. The dig ital e cosystem mak es it qui te  easy to addr ess segmen ts, e ven segments of one . Althoug h it is  possible to pr actice mass mar keting online, man y processes unique  to dig ital mar keting, such as w eb anal ytics, A/B testing, or the use  of online tar geting pla tforms, work best  when f irms ha ve def ined  segmen ts. For this r eason, w e are going to emphasiz e a tar geted  appr oach in this c ourse.  To practice tar geted mar keting, f irms use segmen tation to cr eate  groups o f consumers tha t are homogene ous (i.e., the y have similar  char acteristics to e ach other ) but ar e he terogene ous fr om the r est  of the popula tion (i.e., the y ar e dif ferentiated by their shar ed  char acteristics ).  A useful tool to help cr eate and r epresen t segmen ts is personas .  Personas  are semi-f ictional, gener alized represen tations o f a  customer segmen t. The y help y ou be tter understand y our  customers ( and pr ospe ctive customers ) and mak e it easier f or you  to tailor c ontent to the spe cific ne eds, beha viors, and c oncerns o f  different segmen ts.  24  |  Understanding the Dig ital Consumer", "source": "Page 34"}
{"id": "a90db03ab39c-0", "text": "Figur e 2.1 P ersona  Personas ar e impor tant because the y help y ou understand who y our  ideal consumers ar e, wha t their char acteristics ar e, and ho w to  talk to them. The ne eds, desir es, and pr oblems o f your personas  (or segmen ts mor e gener ally) should be the star ting poin t of any  marketing str ategy. As a r eminder fr om chapter 1, our goal as  marketers is to cr eate value, and in dig ital mar keting c ampaigns,  we create value b y representing the customer . The onl y possible w ay  to do so is to understand who this customer is and wha t the y  need. Personas c an assist in a wide v ariety of mar keting ac tivities,  from cr eating c ampaigns and ads to guiding pr oduc t and ser vice  developmen t to helping wi th customer suppor t. W e will se e ho w  shor tly.  Firms de velop personas the same w ay the y de velop segmen ts:  through mar ket research and the use o f internal da ta. Firms  Understanding the Dig ital Consumer   |  25", "source": "Page 35"}
{"id": "819853d81aa9-0", "text": "typically segmen t consumers  base d on their beha viors ( which ar e  also no w tr ackable online!), demogr aphics, lif estyles, or  psychogr aphics ( see Figur e 2.2  for a brief summar y or, for a te xt  description o f the f igure contents, click her e).  Figur e 2.2 Types of Segmentation / Fr om Univer sity of M innesota\u2019 s Principles  of M arketing  / Text Description  Segmen ting base d on these v ariables is hig hly useful f or inf orming  online tar geting str ategies. For e xample, on the Fac ebook Ads  platform, y ou c an e asily sele ct to deliv er an ad to pe ople age d  between 18 and 25 y ears old living wi thin a kilome ter o f Mile End  who lik e cycling.  However, these v ariables ar e less inf orma tive concerning ho w  to talk to these c onsumers. For this r eason, w e emphasiz e the  impor tanc e of interse cting segmen ts wi th their goals, w ants, ne eds  and motiv ators and the challenges the y fac e.  In her book Introduction to Consumer Behaviour , Andr ea Niosi  explains these as f ollows:  A goal is the c ogni tive represen tation o f a desir ed sta te, or ,  in other w ords, our men tal ide a of ho w w e\u2019d lik e things  to turn out (Fishbach & Fer guson 200 7; Krug lanski, 1996 ).  This desir ed end state  of a goal c an be cle arly def ined (e.g.,  stepping on the surfac e of Mars ), or i t can be mor e abstr act  and r epresen t a sta te tha t is ne ver full y comple ted (e.g.,  26  |  Understanding the Dig ital Consumer", "source": "Page 36"}
{"id": "f84deb8d7844-0", "text": "eating he althy). Under lying all o f these goals, thoug h,  is moti vation, or the psy cholog ical driving f orce tha t  enables ac tion in the pursui t of tha t goal (Le win, 1935).  Motivation c an stem fr om t wo plac es. First, i t can c ome  from the benef its associa ted wi th the pr ocess o f pursuing  a goal ( intrinsic moti vation). For e xample, y ou mig ht be  driven b y the desir e to ha ve a fulf illing e xperienc e while  working on y our Mars mission. Se cond, motiv ation c an also  come fr om the benef its associa ted wi th achie ving a goal  (extrinsic moti vation), such as the fame and f ortune tha t  come wi th being the f irst person on Mars (De ci & R yan,  1985). One e asy w ay to c onsider in trinsic and e xtrinsic  motiv ation is thr ough the e yes o f a studen t. Does the  studen t work har d on assignmen ts be cause the ac t of  learning is ple asing ( intrinsic motivation )? Or does the  studen t work har d to ge t good gr ades, which will help land a  good job ( extrinsic motivation )?  Consumer beha vior c an be thoug ht of as the c ombina tion  of efforts and r esults r elated to the c onsumer\u2019 s need to sol ve  problems. Consumer pr oblem sol ving is trigger ed by the  iden tification o f some  unmet need . A famil y consumes all o f  the milk in the house; or the tir es on the famil y car w ear  out; or the bo wling te am is planning an end-o f-the-se ason  picnic: these pr esen t consumers wi th a pr oblem which must  be sol ved. Pr oblems c an be vie wed in terms o f two types o f  needs: ph ysical (such as a ne ed for food) or psy cholog ical  (for example, the ne ed to be ac cepte d", "source": "Page 37"}
{"id": "f84deb8d7844-1", "text": "or psy cholog ical  (for example, the ne ed to be ac cepte d by others ).  Althoug h the dif ference is a subtle one, ther e is some  benef it in distinguishing be tween ne eds and w ants.  A need  is a basic def icienc y given a par ticular essen tial i tem.  You ne ed food, w ater, air, security, and so f orth. A  want is  placing c ertain personal cri teria as to ho w tha t need must  be fulf illed. Ther efore, when w e are hungr y, we often ha ve  a spe cific food i tem in mind. Conse quen tly, a te enager will  Understanding the Dig ital Consumer   |  27", "source": "Page 37"}
{"id": "99376f1f10c7-0", "text": "lamen t to a frustr ated par ent tha t ther e is nothing to e at,  standing in fr ont of a full r efriger ator.  Most o f mar keting is in the w ant-fulf illing business, not  the ne ed-fulf illing business. Apple does not w ant you to  buy just an y watch; the y want you to w ant to bu y an Apple  Watch. Lik ewise, Ralph L auren w ants you to w ant Polo when  you shop f or clothes. On the other hand, a non-pr ofit such  as the Americ an Canc er Associa tion w ould lik e you to f eel a  need for a che ck-up and does not c are about which doc tor  you go to. I n the end, ho wever, mar keting is mostl y  interested in cr eating and sa tisfying w ants.  Often discussion ar ound ne eds will separ ate them in to  those which ar e utilitarian  (practical and useful in natur e)  and hedonic  (luxurious or desir able in natur e).  To this list, w e add the notion o f challeng es, by which w e me an an  obstacle fac ed by a c onsumer in r esolving a ne ed or fulf illing a w ant.  This is impor tant because c onsumers turn to the in terne t every day  to help them answ er challenges the y fac e in their e veryday liv es,  whether i t is ho w to change a tir e, ho w to ha ve the perf ect Frida y  night mak eup, or ho w to pain t a r oom. R esolving challenges driv es  the c onsumption o f online c ontent.  Hence, when cr eating a persona, y ou cr eate a semi-f ictional  represen tation o f a segmen t by bring ing toge ther the f ollowing  informa tion:  \u2022 Basic beha vioral, demogr aphic, ge ographic, and psy chogr aphic  informa tion to facili tate tar geting  \u2022 Needs and /or w ants and /or goals and /or challenges to  facili tate", "source": "Page 38"}
{"id": "99376f1f10c7-1", "text": "Needs and /or w ants and /or goals and /or challenges to  facili tate the cr eation o f your c ampaign  \u2022 Informa tion tha t mak es your persona f eel real, such as  \u25e6 a pic ture  \u25e6 a quote fr om an in terview wi th a r eal consumer  \u25e6 a name  \u25e6 examples o f \u201creal\u201d pr oblems  28  |  Understanding the Dig ital Consumer", "source": "Page 38"}
{"id": "c647186332ae-0", "text": "Take the e xample o f RV Be tty (Figur e 2.3 , text here).  Figur e 2.3 R V Betty / Cr edit: B BH Singapor e (@bbh_singapor e) / Text  Description  Can y ou f ind the inf orma tion men tione d abo ve in this shor t  persona ?  Rethinking the Consumer J ourney  A consumer journe y is the tr ajectory of experienc es thr ough which  a consumer goes: fr om not kno wing the y want some thing, to bu ying  this some thing, to perf orming post-pur chase ac tivities ( the most  obvious being c onsuming the pr oduc t). Put mor e the oretically, the  consumer journe y is \u201c an i terative pr ocess thr ough which the  consumer beg ins to c onsider alterna tives to sa tisfy a w ant or a  need, evaluates and chooses among them, and then engages in  consumption \u201d (Hamilton e t al. 2019 ). The journe y is c ompose d of  pre-pur chase ac tivities, tha t is, ac tivities c onsumers engage in prior  to bu ying a pr oduc t; pur chase ac tivities, or wha t pe ople do to  acquire a pr oduc t; and post-pur chase ac tivities, or wha t consumers  do onc e the y have boug ht a pr oduc t (Lemon and V erhoef 2016 ).  As a side note, w e mak e a distinc tion in this c ourse be tween  Understanding the Dig ital Consumer   |  29", "source": "Page 39"}
{"id": "a9158b4ca7d0-0", "text": "customer journe y, which w ould f ocus on the journe y of a customer  with a spe cific firm and w ould include, f or e xample, touchpoin ts  solel y associa ted wi th tha t firm, and c onsumer journe y, which is  a br oader perspe ctive on c onsumers who \u201c under take [a journe y]  in pursui t of large and small lif e goals and in r esponse to v arious  oppor tunities, obstacles, and challenges\u201d ( Hamilton and Pric e 2019 ,  p. 187 ). By touch poin t, I me an \u201cany way a c onsumer c an in teract with  a business, whe ther i t be person-to-person, thr ough a w ebsite, an  app or an y form o f communic ation\u201d (Wikipe dia).  Understanding the c onsumer journe y is impor tant because doing  so str ongly contributes to f irm perf ormanc e. For e xample, a sur vey  by the Associa tion o f National Ad vertisers in 2015 f ound tha t top  performers in a mar ket understood the journe y be tter than their  peers and had be tter pr ocesses to c aptur e journe y-related insig hts  and use them in their mar keting ef forts (McKinse y 2015 ).  The journe y varies gr eatly depending on which mar ket a f irm  evolves in. I t also v aries depending on personas and their spe cific  goals. For e xample, a sur vey by Goog le found tha t some mar kets,  such as banking, v oting, and f inding a cr edit card, will t ypically have  a longer journe y than others, such as gr oceries or personal c are  produc ts. V ariation also e xists wi thin mar kets. For e xample. Goog le  found thr ee types o f journe ys for restaurants: one wher e consumers  pick a r estaurant within the hour , one wher e consumers pick a  restaurant a da y bef ore going, and a last one wher e consumers pick", "source": "Page 40"}
{"id": "a9158b4ca7d0-1", "text": "a  restaurant a da y bef ore going, and a last one wher e consumers pick  restaurants two to thr ee mon ths bef ore going.  Can y ou think o f wha t these r elate to ?  We can h ypothesiz e: If you\u2019re at work and looking f or a plac e  to ha ve lunch, chanc es ar e, you w on\u2019t de dicate much time to i t  and will pick a r estaurant within the hour bef ore going. I f you ar e  going out wi th friends or a Tinder da te, y ou mig ht be a bi t mor e  involved in the pr ocess and pick the r estaurant one or t wo da ys  before. Lastly, if y ou ar e going to tr avel (and ar e a f oodie!) or y ou  want to mak e a marriage pr oposal, this will r equire mor e planning,  and y ou mig ht star t your journe y much, much e arlier. This also  has implic ations f or restaurants! Some r estaurants who c ater to  30  |  Understanding the Dig ital Consumer", "source": "Page 40"}
{"id": "fa2bf6546a2b-0", "text": "downtown lunchers mig ht be be tter o ff pushing I nstagr am ads wi th  the menu o f the da y, or some dail y sale, ar ound 11 a.m. or just  before lunch. R estaurants catering to gr oups or da tes mig ht want  to star t campaigns on W ednesda ys to c aptur e Frida y and Sa turday  restaurant-goers. And r estaurants tha t target the marriage pr oposal  or f oodie cr owds mig ht ne ed longer , \u201calways-on \u201d continuous  marketing ac tivities to bring in pa trons.  Understanding Consumer J ourneys  Our understanding o f consumer journe ys has gr eatly evolved over  the last t wo de cades, and ther e exist a number o f ways to  conceptualiz e journe ys. It is impor tant to understand tha t these ar e  not perf ect represen tations o f reality. Rather, the y are thinking tools  that help us cr eate mar keting c ampaigns. I n real lif e, pe ople tend  not to be so line ar in their de cisions.  A common c onceptualiza tion f ound in mar keting te xtbooks is one  wher e consumers mo ve be tween dif ferent stages, ini tially being  aware of a lar ge number o f brands and then slo wly refining their  understanding o f the options in the mar ket to mak e their pur chase.  McKinse y represen ts such a t ypical model her e (Figur e 2.4 ). In this  model, the c onsumer goes through five stages :  1. Awareness: the c onsumer is a ware of a lar ge number o f  produc ts or br ands in the mar ket tha t mig ht help addr ess their  need.  2. Familiari ty: Fr om this lar ge number o f brands or pr oduc ts the y  are aware of, the c onsumer will perf orm some ini tial r esearch  and be come familiar wi th a subse t of brands.  3. Consider ation: Fr om this smaller number o f familiar br ands,  the c onsumer will c ontinue their r esearch", "source": "Page 41"}
{"id": "fa2bf6546a2b-1", "text": "o f familiar br ands,  the c onsumer will c ontinue their r esearch ef forts, elimina te  some br ands tha t do not f it their cri teria, and narr ow their list  to a smaller number o f consider ed brands (i.e., a \u201c consider ation  Understanding the Dig ital Consumer   |  31", "source": "Page 41"}
{"id": "49cd6a31b0f7-0", "text": "set\u201d).  4. Purchase: Onc e ready to bu y, the c onsumer mig ht try out a  produc t or se ek in-depth inf orma tion on an e ven smaller  subse t base d on their c onsider ation se t, from which the y will  purchase a pr oduc t or choose a br and.  5. Loyalty: Assuming their c onsumption e xperienc e goes w ell, the  consumer ma y become lo yal to the pr oduc t or the br and.  Figur e 2.4 Consumer J ourney: The Funnel M odel  This understanding o f the journe y is base d on a funnel model ,  wher e consumers star t by being a ware of a lar ge number o f brands  and, o ver time, r educe their options as the y go thr ough each o f the  stages. This has a number o f implic ations f or mar keters.  A first c entral assumption is tha t, to ultima tely be chosen b y  consumers, c ompanies ne ed to mak e sur e tha t consumers ar e aware  of them. This par tly helps e xplain the pr evalenc e of mass mar keting:  it ser ves to cr eate awareness.  A second c entral assumption is tha t consumers star t with a lar ge  set of brands tha t the y are aware of and r educe this se t over time to  a smaller and smaller se t of brands as the y search for and e valuate  options.  McKinse y in troduc ed in 2009 a c ompe ting model f or the  32  |  Understanding the Dig ital Consumer", "source": "Page 42"}
{"id": "a9e5a5019dc0-0", "text": "consumer journe y, base d on the pur chase de cisions o f close to  20,000 c onsumers acr oss f ive industries. The y found tha t these t wo  assumptions did not hold: First, c onsumers do not star t with a lar ge  set of brands the y are aware of. Se cond, c onsumers do not r educe  their options as the y go thr ough the stages o f the funnel. Ra ther,  the number o f options the y consider incr eases thr oughout their  journe y.  If you think o f some r ecent pur chases y ou made, this mak es sense.  Let\u2019s say I w ant a pair o f running shoes. I mig ht be a ware of some  brands and models, pr obabl y the ones tha t do the most mass  advertising: Nik e, Adidas, R eebok. Then, I turn to the in terne t to  perform some se arches. I\u2019ll use gener al key terms lik e \u201cwha t running  shoes should a beg inner ge t\u201d or \u201c reviews for running shoes 20 20.\u201d  Through my search ef forts, I will enc ounter ne w br ands I had not  consider ed orig inally, for example, Asics, B rooks, and Sa ucony.  In this e xample, r ather than f ollowing the funnel me taphor , wher e  the se t of brands I w as aware of reduced to a smaller se t of familiar  brands and an e ven smaller se t of consider ed brands, I added brands  to m y consider ation se t.  This has impor tant implic ations f or dig ital mar keters: First,  traditional, push, mass mar keting me dia activities ar e not ne cessar y.  Second, as c onsumers do r esearch, the y broaden the se t of produc ts  or br ands the y consider . We will se e ho w this has le d to the r apid  growth o f inbound mar keting activities tha t help c onsumers wi th  their pr oblems and help c onsumers e valuate their options. This  is be cause br ands no w understand tha", "source": "Page 43"}
{"id": "a9e5a5019dc0-1", "text": "e valuate their options. This  is be cause br ands no w understand tha t by suppor ting c onsumers  throughout their journe y, the y can en ter c onsumers\u2019 c onsider ation  set and ultima tely mak e a sale.  McKinse y thus pr oposes a c ompe ting model, a circular model  for  the c onsumer journe y. The model is cir cular be cause c onsumers  enter a lo yalty loop wher e the y cycle be tween using a pr oduc t or  brand, bu ying this pr oduc t or br and again, par ticipa ting in post- purchase ac tivities, and so on. The M cKinse y model has the  following stages ( also depic ted in Figur e 2.5 ):  Understanding the Dig ital Consumer   |  33", "source": "Page 43"}
{"id": "ba4cd10bb000-0", "text": "Figur e 2.5 Consumer J ourney: The Cir cular M odel  1. Trigger: The c onsumer e xperienc es a ne ed, a pr oblem, or  wants to achie ve a goal, which ini tiates their journe y  2. Initial consider ation set : The c onsumer c onsiders an ini tial se t  of brands base d on their e xperienc es, br and per ceptions, and  exposur e to r ecent touchpoin ts. For the ini tial c onsider ation  set, the most inf luen tial touchpoin t is c ompan y-driv en  marketing, such as ad vertising, dir ect mar keting, sponsorship,  and the lik e. Se e a graphic r epresen tation her e.  3. Active evalua tion: This is a ne w stage in troduc ed by McKinse y.  At this stage, the c onsumer ac tively evaluates their options  through inf orma tion ga thering and shopping. Of ten,  consumers will do their inf orma tion ga thering online. I t is a t  this stage tha t consumers add brands to their c onsider ation  set. We are not in a funnel model an ymor e. This is the f irst  34  |  Understanding the Dig ital Consumer", "source": "Page 44"}
{"id": "2c66bee83b0e-0", "text": "difference impor tant to dig ital mar keters: I t me ans w e can  enter c onsumers\u2019 c onsider ation se t without ha ving to c onduc t  awareness-gener ating c ampaigns. I f we help c onsumers mak e  their de cisions, or if w e have reviews online, f or example, w e  can be c onsider ed by them. M cKinse y finds tha t the most  influen tial touchpoin t for this stage is c onsumer -driv en  marketing, such as w ord of mouth, the inf orma tion f ound  during online se arches, and r eviews.  4. Momen t of pur chase : The c onsumer sele cts a br and and mak e  a pur chase.  5. Post-pur chase experience : After pur chasing a pr oduc t or a  service, the c onsumer builds e xpectations base d on their  experienc e. This will inf orm the lo yalty loop. A se cond  impor tant difference from the funnel journe y happens a t this  stage: Consumers star t creating c ontent for br ands (i.e., the  \u201cconsumer -driv en mar keting\u201d ef forts I r efer to in stage \u20183\u2019).  Think about pr oduc ts or ser vices you boug ht recently: Ma ybe  you poste d a pic ture about i t on I nstagr am, maybe y ou wr ote a  review on Y elp!, or ma ybe y ou par ticipa ted in some compan y- suppor ted mar keting ac tivities.  These t wo impor tant revisions to the journe y\u2014the e xpansion o f  the c onsider ation se t during ac tive evaluation and the impor tanc e  of consumers par ticipa ting in c onsumer -driv en mar keting a t the  post-pur chase stage\u2014open up man y content-base d possibili ties f or  digital mar keters. As w e\u2019ve discusse d, our goal in dig ital mar keting is  to represent the customer: What are their ne eds? Goals? Pr oblems?  How can w", "source": "Page 45"}
{"id": "2c66bee83b0e-1", "text": "represent the customer: What are their ne eds? Goals? Pr oblems?  How can w e suppor t them in addr essing these ? Our obje ctives ar e  not to sell pr oduc ts or talk about our br and. Ra ther, we will se e tha t  we mak e sales online b y suppor ting c onsumers thr oughout their  journe y\u2014helping them understand their pr oblem, helping them  evaluate solutions, helping them be tter understand our pr oduc t.  Understanding the Dig ital Consumer   |  35", "source": "Page 45"}
{"id": "406e3309187a-0", "text": "Zero Moment of T ruth  In an e xample o f great content mar keting f or themsel ves (i.e., this  concept helps sell Goog le pr oduc ts!), Goog le in troduc ed in 2011  the  concept o f zero momen t of tru th (ZM OT), \u201ca new de cision-making  momen t tha t tak es plac e a hundr ed million times a da y on mobile  phones, laptops, and wir ed de vices of all kinds \u2026 tha t momen t when  you gr ab y our laptop, mobile phone, or some other wir ed de vice  and star t learning about a pr oduc t or ser vice (or poten tial bo yfriend)  you\u2019re thinking about tr ying or bu ying. \u201d It turns out to be qui te a  useful c oncept to think about ho w consumers mak e pur chases in  the dig ital er a.  Figur e 2.6 ZM OT  A momen t of tru th is a c ontact with a br and or a pr oduc t during  which a c onsumer f orms an impr ession ( Carlzon 198 9). T o  understand the ZM OT, it is impor tant to c ontextualiz e it historic ally.  Why is i t called the \u201c zero\u201d momen t of truth ? Qui te simpl y, prior to  Goog le in troducing this c oncept, ther e were alr eady two momen ts  of truth ( Figur e 2.6):  \u2022 First momen t of tru th: When a shopper notic es a pr oduc t in a  36  |  Understanding the Dig ital Consumer", "source": "Page 46"}
{"id": "9dea50443213-0", "text": "shopping en vironmen t which inf luenc es their bu ying de cision.  \u2022 Second momen t of tru th: When a c onsumer e xperienc es a  produc t following their pur chase de cision.  The ZM OT is the momen t of truth\u2014the c ontext be tween a c onsumer  and a br and\u2014tha t happens prior to a shopper noticing a pr oduc t in a  shopping en vironmen t. Concr etely, ZM OT \u201cmomen ts\u201d c ould appe ar  while  \u2022 performing online se arches,  \u2022 talking wi th famil y and friends,  \u2022 comparison shopping,  \u2022 seeking inf orma tion fr om a br and,  \u2022 reading pr oduc t reviews,  \u2022 reading c ommen ts online, or  \u2022 starting to f ollow a br and.  In contrast, the f irst momen ts of truth happen while  \u2022 looking a t a pr oduc t on a shelf,  \u2022 reading a br ochur e at the stor e,  \u2022 talking to a salesperson,  \u2022 looking a t a stor e displa y,  \u2022 talking wi th a customer ser vice represen tative, or  \u2022 using a sample in-stor e.  According to Goog le, the essen tial char acteristics o f ZM OTs are  that the y happen online, when the c onsumer is in char ge (and this  relates to inbound mar keting), and during multi way conversations.  To capitalize on ZM OTs, Goog le recommends being pr esen t in  momen ts tha t ma tter. By this, the mar keting juggerna ut me ans tha t  you should ha ve content and ads tha t respond to the ne eds,  problems, and goals tha t consumers ar e typing in the f orm o f search  queries in a se arch eng ine. All o f this r equires, as y ou mig ht have  guesse d by no w, a de ep understanding o f your c onsumers and their  journe ys.  Understanding the Dig ital Consumer   |  37", "source": "Page 47"}
{"id": "3221a29a5717-0", "text": "Goog le iden tifies four ZM OTs and brief ly explain ho w these  interact with journe ys her e. The f our t ypes, also sho wn in Figur e 2.7,  are the f ollowing:  \u2022 I-want-to-kno w momen ts, wher e consumers turn to a se arch  engine f or a kno wledge-base d quer y  \u2022 I-want-to-g o momen ts, when c onsumers turn to se arch to go  some wher e (e.g., \u201c restaurant near me \u201d)  \u2022 I-want-to-do momen ts, when c onsumers w ant help to achie ve  some thing (Fun fac t! For a while ther e, the most se arched  \u2018how-to\u2019 vide o was \u2018ho w to kiss. \u2019 Now, isn\u2019t tha t sweet!)  \u2022 I-want-to-bu y momen ts, when c onsumers turn to se arch to  help them mak e a pur chase  Figur e 2.7 Four Types of ZM OT  These ar e impor tant conceptual tools. The y represen t oppor tunities  for companies online to cr eate content. These ar e not simpl y ways  to understand ho w consumers use se arch eng ines and in teract  online. Ra ther, the y are tools to help us cr eate be tter c ontent. What  kind o f content would y ou cr eate for these f our dif ferent ZM OTs?  38  |  Understanding the Dig ital Consumer", "source": "Page 48"}
{"id": "40b5c9c6c9f0-0", "text": "Journey Mapping  Now tha t we ha ve the v ocabular y for these c oncepts, i t\u2019s time to  turn our a ttention to using them in pr actice. The journe ys and  ZMOTs are generic w ays to understand ho w consumers go about  buying pr oduc ts. Kno wing ho w consumers c onceptuall y mo ve from  a trigger to making a pur chase to be coming lo yal to a br and or  produc t mig ht be in teresting in i tself, but i t is much mor e useful if  we can ac tuall y use this in r eal-lif e campaigns. Ef fective str ategies  demand a tailor ed understanding. W e cannot sta y at a c onceptual  level. W e ne ed to tr ansla te them to r eal-lif e experienc es. T o do so,  we can perf orm journey mapping .  A journe y map  is a visual r epresen tation o f the journe y of a  consumer . It brings toge ther the c onceptual tools w e ha ve seen in  this chapter: persona, c onsumer journe y, and momen ts of truth.  Journe y maps v ary base d on segmen ts/personas. Each persona  represen ts a dif ferent consumer segmen t. These segmen ts will go  about bu ying pr oduc ts dif ferently. Think about, f or example, ho w  you go about bu ying pr oduc ts and ho w your par ents go about  buying pr oduc ts.  Understanding the Dig ital Consumer   |  39", "source": "Page 49"}
{"id": "dcf1a1a959d0-0", "text": "Figur e 2.8 J ourney M apping / A dapted fr om nngr oup.com  Journe y maps e xist in a wide r ange o f shapes and f orms . The y all,  however, shar e some c ommon elemen ts:  \u2022 the persona  \u2022 conceptual stages fr om a journe y (e.g., trigger , active  evaluation, pur chase, and post-pur chase; or a wareness,  consider ation, pur chase, and lo yalty)  \u2022 concr ete ac tions c onsumers tak e at each o f these stages  \u2022 touchpoin ts tha t the y enc ounter (in this c ourse, I str ongly  encourage y ou to include y ours and those o f others, i.e., this is  a consumer journe y, you should be thinking mor e broadly than  only your f irm)  \u2022 oppor tunities associa ted with the af oremen tione d actions  40  |  Understanding the Dig ital Consumer", "source": "Page 50"}
{"id": "da1180e7a1cc-0", "text": "This page pr esen ts a cle ar example o f this kind o f journe y templa te.  Journe y maps ar e useful. The y help y ou understand ho w  consumers mo ve thr ough their journe ys to addr ess their ne eds  and pr oblems. Each ac tion the y tak e represen ts an oppor tunity  for y our br and to cr eate a c onne ction wi th a c onsumer . A cle ar  understanding o f the c oncr ete steps tha t consumers tak e to bu y  produc ts should be the star ting poin t of the cr eation o f your  marketing c ampaigns. W hat do c onsumers do a t the a wareness  stage ? How can y our br and suppor t their ac tions? Do c onsumers  search f or spe cific things? W hat about a t the ac tive evaluation  stage ? In the ne xt chapter , we examine ho w firms c an posi tion  websites on spe cific se arches. This will help cr eate a bridge  between wha t consumers ar e doing online and ho w we can answ er  their se arch queries.  Exer cises  How to U se a P ersona  Let\u2019s tak e as an e xample the f ollowing persona, \u201cR V  Betty\u201d:  Understanding the Dig ital Consumer   |  41", "source": "Page 51"}
{"id": "cf9a7df6680e-0", "text": "Betty lives in a suburb o f a ci ty. Her husband is also  retired. The y have been talking about tr aveling in an R V  upon r etiremen t for years\u2014this is a long-time dr eam o f  theirs. The kids ar e self -sufficien t and ha ve been out o f the  house f or long enoug h tha t Betty doesn \u2019t have to w orry.  She\u2019s been retired just long enoug h to be bor ed. W hile she  doesn \u2019t consider herself w ealthy, she and her husband ha ve  substan tial sa vings and ar e prepar ed to en joy their  retiremen t.  Betty is w orrie d about the log istics of tr aveling in an  RV\u2014how easy will i t be to f ind utili ty hookups, wher e are  the best plac es to sta y if y ou ha ve one, e tc. She also w ants  some thing c omfortable; she plans on spending a lot o f time  in it. She has other r etired friends, so she w ants addi tional  sleeping spac e, and she w ants to mak e sur e the y have  plen ty of room f or food and e ven cooking. She w ants as  much e ase as possible when tr aveling.  Base d on this persona, brief ly sketch thr ee pie ces of  42  |  Understanding the Dig ital Consumer", "source": "Page 52"}
{"id": "06f5dcee47f3-0", "text": "content. More precisel y, concentrate on the gener al ide a of  what this pie ce of content would be about and dr aft the  following:  1. a first pie ce tha t addr esses a pr oblem or a ne ed she  is facing  2. a second pie ce tha t helps her e valuate her options  3. a last pie ce tha t sells y our pr oduc t  Tip: Make sur e tha t your thr ee pie ces of content directly  addr ess the R V Be tty persona!    Creating a P ersona  Sketch up a persona f or a M ontreal real esta te compan y  specializing in first-time  house bu yers. T o do so,  \u2022 iden tify a few sociodemogr aphic char acteristics  (e.g., age and r evenue ), and  \u2022 find one gener al ne ed or pr oblem the y are facing.  Tip: Ask y ourself wh y these pe ople  would  need a house.  For e xample, y ou mig ht ask y ourself the f ollowing  questions:  \u2022 Why would pe ople mo ve to a house in M ontreal?  \u2022 Are ther e dif ferent groups o f first-time house  buyers? W hat differentiates them ? Which one ar e you  concentrating on ?  \u2022 Is ther e one ne ed or pr oblem tha t uni tes tha t  group?  Understanding the Dig ital Consumer   |  43", "source": "Page 53"}
{"id": "436cf2d6a6cf-0", "text": "Moving Fr om P ersona to J ourney Map  \u2022 Sketch a journe y map f or your r eal esta te persona  using the f ollowing journe y stages:  \u25e6 awareness  \u25e6 consider ation  \u25e6 purchase  \u25e6 post-pur chase  \u2022 Identify two concr ete ac tivities tha t your persona is  engag ing in f or each stage  \u2022 Identify two touchpoin ts tha t your persona is  coming in to contact with for each stage  \u2022 Identify one oppor tunity for your c ompan y per  activity      44  |  Understanding the Dig ital Consumer", "source": "Page 54"}
{"id": "a1e001f8065b-0", "text": "Planning for a Digital  Mark eting Campaign  PIERRE- YANN DOLBEC  Overview  In this chapter , we discuss ho w to use k eywords to cr eate pages  and c ontent tha t respond to c onsumers\u2019 ne eds and goals and ho w  keywords c an help us understand ho w our c ompe titors ar e  positione d online. W e star t wi th a brief in troduc tion to sear ch  engine optimiza tion (SEO) and wh y SEO is impor tant online. W e  then turn our a ttention to r anking fac tors in or der to emphasiz e  why designing pages f or pe ople, b y keeping pe ople \u2019s needs and goals  in mind is wha t mak es pages r ank hig h. W e then c over customer - related, firm-r elated, and c ompe titor-related implic ations o f SEO .  Learning O bjectives  Understand SEO and k eywords, and wh y the y ma tter for  your f irm, f or consumers, and f or compe titor anal ysis.    Planning f or a Dig ital Mar keting Campaign   |  45", "source": "Page 55"}
{"id": "631606f212ec-0", "text": "SEO  SEO is \u201cthe pr ocess o f affecting the online visibili ty of a w ebsite or  a webpage in a w eb se arch eng ine\u2019s unpaid r esults\u201d ( Wikipe dia). This  differentiates SEO fr om the use o f paid ads in or der to appe ar at the  top o f search eng ine r esult pages ( SERP s). Take the f ollowing t wo  screenshots, f or example ( Figur e 3.1). On the lef t-hand side, w e have  paid r esults tha t appe ar at the top o f the SERP be cause the c ompan y  has bid on c ertain k eywords use d in a se arch quer y (in this instanc e,  \u201ccar rental mon treal\u201d). On the rig ht-hand side, w e ha ve or ganic  search results tha t appe ar be cause the c ompan y has pr acticed SEO  on similar k eywords. I n other w ords, the y ha ve optimiz ed certain  pages o f their w ebsites to maximiz e the chanc es tha t these pages  would r ank hig h when pe ople se arch for spe cific keywords (e.g., \u201c car  rental mon treal\u201d).  Figur e 3.1 P aid vs. Or ganic Sear ch  46  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 56"}
{"id": "3defefc3fb1b-0", "text": "Why is SEO Important?  People use k eywords to in teract wi th c ontent online, and most  online e xperienc es star t with a se arch (Forbes 2017 ). As w e will soon  see, pe ople turn to se arch eng ines f or a wide v ariety of reasons, and  these r easons pr ovide oppor tunities f or your f irm to sho w up when  people ar e searching f or some thing.  Ranking hig h in se arch eng ines also c onfers a c ompe titive  advantage. I n 2015, the f irst spot on Goog le received 35% o f the  traffic for a spe cific se arch. M ore than 50% o f the tr affic w ent  to results loc ated on the f irst r esult page ( Advanced Web Ranking  2015). Se arch ma tters f or ph ysical stor es, too, and loc al se arches  lead 76% o f mobile visi tors to visi t stor es wi thin the da y. Of those  visits, 28% r esulte d in a pur chase ( Goog le 2016 ). SEO also ma tters  because most pe ople ignor e paid ads ( User Cen tric 2011 ). Cle arly,  ranking hig h can benef it a firm: Being w ell ranked provides a cle ar  advantage o ver compe titors.  In or der to understand ho w to r ank hig h, it is impor tant to  understand ho w Goog le works. Le t\u2019s watch the f ollowing vide o from  Goog le:  Planning f or a Dig ital Mar keting Campaign   |  47", "source": "Page 57"}
{"id": "cdf4b05b3d31-0", "text": "A YouTube element has been e xcluded fr om this ver sion of the  text. You can view it online her e:  https:/ /opente xtbooks. concor dia.ca/digitalmar keting/?p=314  So, How D o You Rank High?  The main job o f a se arch eng ine is to ser ve results tha t best addr ess  people \u2019s search queries. Le t\u2019s say you w ant to kno w ho w to cle an  your c at. You ha ve questions such as wha t kind o f soap to use, ho w  warm the temper ature should be, and ho w you should w ash their  paws. Y ou c an turn to a se arch eng ine to answ er these questions.  People turn to se arch eng ines and use sear ch queries , the \u201c quer y  base d on a spe cific se arch term tha t a user en ters in to a w eb se arch  engine to sa tisfy their inf orma tion ne eds\u201d ( Wikipe dia). For e xample,  you mig ht turn to Goog le and t ype in \u201cho w to ba the m y cat,\u201d \u201ceasiest  way to w ash m y cat,\u201d \u201cwash a c at,\u201d or \u201c cat wash soap. \u201d  We will use the term keyword to talk about the k ey terms pe ople  48  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 58"}
{"id": "9fc84cf9860b-0", "text": "use in se arch queries. K eywords ar e central for dig ital mar keters.  They are wha t we use to both talk to se arch eng ines in or der to  \u2018tell\u2019 them wha t search quer y a spe cific w ebpage is suppose d to  respond to ( and w e are going to se e shor tly ho w to do so ), but  it is also wha t we use to talk to c onsumers and mak e sur e our  webpage sho ws up when the y search for some thing. K eywords link  consumers\u2019 se arch queries and whe ther or not our w ebpages sho w  up when the y search for some thing spe cific. It is thus impor tant for  us to think ahe ad when cr eating pages about what ar e the k eywor ds  and sear ch queries this webpage answer s?  The se arch queries abo ve all use slig htly dif ferent keywords,  which mig ht indic ate tha t the y are looking f or slig htly dif ferent  things: the f irst user se ems to w ant a tutorial, the se cond an e asy  way to w ash a c at, the thir d is r ather undef ined, and the last one is  more spe cifically focuse d on soap. As a r esult, se arch eng ines will  deliv er slig htly dif ferent result to best addr ess wha t the y think the  person w ants in terms o f inf orma tion (i.e., wha t exactly the y are  looking f or).  The r ole o f search eng ines is thus to deliv er the best r esult  possible f or pe ople who ar e making a spe cific se arch. Thus, in or der  to rank hig h in se arch eng ines, y ou ne ed to create pages that best  answer specific sear ch queries.  You do so b y creating spe cific pages f or spe cific se arch queries.  Each page should ha ve content tha t best ma tches tha t quer y and  keywords tha t are, ide ally, perf ectly aligne d wi th the quer y you  belie ve pe ople will be", "source": "Page 59"}
{"id": "9fc84cf9860b-1", "text": "perf ectly aligne d wi th the quer y you  belie ve pe ople will be making. This r eflects the impor tanc e of  represen ting ( and understanding) the customer; y our pages ne ed to  addr ess questions, ne eds, w ants, and challenges tha t people ha ve.  In addi tion, y ou should ide ally wri te about topics y ou ar e  knowledgeable about ( or an e xper t in), on which y our si te has  authori ty, and y our inf orma tion should be honest, ac curate, and  trust worthy. This is summariz ed in the EAT acr onym (exper t,  authori tative, and trust worthy).  Planning f or a Dig ital Mar keting Campaign   |  49", "source": "Page 59"}
{"id": "60a33474af50-0", "text": "Understanding Se arch Alg orithms to Rank High  As sho wn b y the vide o explaining ho w Goog le w orks, ther e ar e  more than 200 v ariables tha t are tak en in to ac count when r anking  websites. Some o f them, thoug h, are mor e impor tant than others .  Namel y, we can iden tify thr ee broad c ategories o f hig hly impor tant  ranking fac tors ( Figur e 3.2 ):  \u2022 User e xperienc e  \u25e6 Direct visi ts  \u25e6 Time on si te  \u25e6 Page per session  \u25e6 Bounc e rate  \u2022 Backlinks  \u25e6 Total r eferring domains  \u25e6 Total r eferring IP s  \u25e6 Total f ollow-backlinks  \u2022 Keywords  \u25e6 Keywords in anchor , bod y, densi ty, in total, in me ta  Note: A backlink  is a link back to your website fr om another domain.  For e xample, www .other site.com has a link somewher e on their  website that links to www .your site.com.  50  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 60"}
{"id": "1f2ff00eb88f-0", "text": "Figur e 3.2 T op Ranking F actor s  Search eng ines use these thr ee broad t ypes o f fac tors be cause the y  are trying to e valuate questions such as \u201cFor a spe cific se arch quer y,  which w ebsite should I sho w first? W hich should I sho w se cond?\u201d  Planning f or a Dig ital Mar keting Campaign   |  51", "source": "Page 61"}
{"id": "d08cfd16649f-0", "text": "And so on. Again, as a r eminder , the goal o f a se arch eng ine is to  show websites in the or der i t belie ves will best answ er the se arch  quer y. As pr esen ted in the vide o, the r ole o f search eng ines is to  make users happ y: If you c an e asily and r apidl y find an answ er to  what you ar e looking f or, you will c ontinue to use this se arch eng ine.  Your job, as a dig ital mar keter, is thus to cr eate pages tha t best  answ er the ne eds pe ople ha ve when the y formula te spe cific se arch  queries. This is the k ey gener al ide a behind SEO .  But se arch eng ines c annot r ead the whole w eb to e valuate ho w  well a w ebpage answ ers a se arch quer y. Ra ther, the y base  themsel ves on a se t of variables to r ank w ebpages. W ebpages ar e  ranked for each and e very independen t search quer y.  Let\u2019s look a t these thr ee sets of fac tors one b y one to understand  how this af fects our w ork as dig ital mar keters.  User Experienc e  The f irst and most impor tant se t of fac tors r elate to user  experience , or \u201ca person \u2019s per ceptions and r esponses tha t result  from the use or an ticipa ted use o f a pr oduc t, system or ser vice\u201d  (ISO 92 41-210, 2010 ). Put in v ery simple terms: Do y our visi tors lik e  the e xperienc e of your page, and does i t me et their e xpectations?  Since we are looking a t ranking pages, w e can se e expectations as  answ ering the ne ed associa ted wi th the se arch pe ople ar e doing.  Hence, this f irst se t of fac tors, c oncerning user e xperienc e, relate  to whe ther or not y our page answ ers the se arch tha t people ar e  making and whe", "source": "Page 62"}
{"id": "d08cfd16649f-1", "text": "or not y our page answ ers the se arch tha t people ar e  making and whe ther i t does so in a w ay tha t is en joyable f or visi tors.  This is a crucial elemen t in understanding SEO: W e ar e not  optimizing pages f or the sak e of optimizing pages. W e ar e  optimizing pages in or der to answ er spe cific se arch queries made  by people. Optimizing a page should thus be about cr eating the best  page possible to answ er a spe cific se arch quer y. We should optimiz e  pages wi th users in mind.  52  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 62"}
{"id": "af4ccc9ce7d6-0", "text": "This appr oach mak es sense if w e look a t the spe cific fac tors  above. Dir ect visi ts me an tha t people click on y our link when the y  are on the SERP . We can optimiz e our page to maximiz e site visi ts by  creating page ti tles and meta descriptions  that inci te pe ople to click  on our links. Le t\u2019s look a t the scr eenshot in Figur e 3.3 , which sho ws  a result f or the se arch \u201cho w to ba the m y cat.\u201d  Figur e 3.3 H ow M eta T ags A re Displayed on Google SERPs  If, as a user , I am se arching f or \u201cho w to ba the m y cat,\u201d my goal is  to find inf orma tion tha t will help me achie ve this task. As a w ebsite  owner ( and per haps, a br and tha t sells ba th pr oduc ts for cats), your  objective is to pr ovide me wi th a page tha t will help me achie ve  my goal. B y doing so, y ou ar e creating v alue in m y life. Later, when  we introduc e conversion-base d mar keting,  we will discuss ho w this  type o f value cr eation\u2014o ffering fr ee content to pe ople\u2014brings  visitors to y our si te and o ffers oppor tunities to turn these visi tors  into le ads.  When cr eating w ebpages and posi tioning them on spe cific se arch  queries, w e ha ve onl y a f ew options to c ommunic ate wi th  consumers. Thr ee of these ar e the page URL , the page ti tle (which  shows up on SERP s and is also wha t you read in y our tabs ne xt to the  website ic on), and the page description. These ar e resour ces tha t  Planning f or a Dig ital Mar keting Campaign   |  53", "source": "Page 63"}
{"id": "a66182946809-0", "text": "you cr eate when cr eating w ebpages. The y are par t of wha t is c alled  the \u201c meta elemen t.\u201d  Ideally, you w ant to wri te your page ti tle and page description in a  way tha t will inci te pe ople to click on y our link r ather than the links  of your c ompe tition. Y our ti tle and description thus dir ectly addr ess  a spe cific se arch quer y, sho w tha t the page has the inf orma tion  required, and pr ovide a call to ac tion to inci te pe ople to click on  your link. I n this c ase, the page ti tle r epeats the e xact same  keywords I use d in m y search. This is gr eat! It mak es me f eel lik e  this page is e xactly wha t I am looking f or. The description c ould be  optimiz ed, but i t provides me wi th first-hand e xperienc e and the  start of a tutorial on ho w to ba the m y cat. I a t least kno w tha t, if  I click this link, I\u2019ll be g iven instruc tions on ho w to ba the m y cat.  Perhaps a be tter description c ould ha ve been (k eeping in mind tha t  a description should be limi ted to about 150 to 160 char acters to  show in i ts en tirety on SERP s):  Learn ho w to ba the y our c at easily! Your c at will lo ve it! No  scratches! Easy 5 step tutorial so tha t you and y our f eline budd y  have a fun time.  Let\u2019s break this do wn: [ Start with a c all to ac tion] Learn ho w to  bathe y our c at easily! [Expr ess some benef it associa ted wi th your  content] Your c at will lo ve it! No scr atches! [T ell pe ople wha t\u2019s on  your page ] Easy 5 step tutorial so tha t you and y our f eline budd y  have a fun time.  In shor t, optimizing f or users me ans ha ving pe ople", "source": "Page 64"}
{"id": "a66182946809-1", "text": "time.  In shor t, optimizing f or users me ans ha ving pe ople in mind when  creating y our pages and c onsidering wha t the y are searching f or,  how you can best answ er their ne eds and goals, and ho w to  tell  them tha t you ar e doing so.  This will help addr ess the r est o f the user e xperienc e fac tors: time  on si te, page per session, and bounc e rate.  Time on si te is the time a user spends on y our si te. If your page  is well designe d and r eadily answ ers a quer y, we can assume tha t  users will sta y and spend time on y our si te.  Bounce r ate is the \u201c percentage o f visi tors who en ter the si te and  then le ave rather than c ontinuing to vie w other pages wi thin the  54  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 64"}
{"id": "2b7ec6048add-0", "text": "same si te\u201d (Wikipe dia). Again, if pe ople ha ve a nic e experienc e, this  should lo wer the bounc e rate.  Since bounc e rate and page per session  (the a verage number o f  pages a person vie ws in a g iven session, wher e session her e can be  substi tuted to a w ebsite visi t; i.e., the a verage number o f pages a  person vie ws onc e the y click ed your link on a SERP ) are associa ted  with mo ving be tween pages on y our w ebsite, it helps if y ou pr ovide  incentives for pe ople to do so.  Typic ally, this is done b y pr acticing cross-linking , or linking  pages o f your o wn w ebsite wi th one another . We often se e two ways  through which w ebsites do this.  The f irst w ay is to inser t links wi thin y our pages tha t bring visi tors  to other pages o f your w ebsite. T ake this e xample f or this page . The  page is on \u201cH ow to do a mask, \u201d and wi thin the te xt, it provides a  link to a fac e mask sold b y the w ebsite. If you click on this link, y ou  will be visi ting another page on the same w ebsite, incr easing the  average number o f pages visi ted per session.  Another w ay tha t websites in vite y ou to go thr ough multiple  pages is thr ough recommende d articles. H aving a lot o f content is  quite impor tant in maximizing y our r anking f or man y reasons, but  one o f those r easons is to k eep pe ople on y our si te for a longer  period o f time b y having them visi t man y pages. For e xample, a t the  end o f each page f or blog posts, Zoella in vites visi tors to related  articles tha t mig ht interest them ( Figur e 3.4 ).  Planning f or a Dig ital Mar keting Campaign   |  55", "source": "Page 65"}
{"id": "a3d3ca9a373a-0", "text": "Figur e 3.4  Cross-Linkin g Example  Backlinks  The se cond most impor tant set of fac tors r elates to backlinks , or  links back to y our w ebsite fr om other w ebsites. Backlinks c an be  thoug ht of as v otes o f confidenc e from other w ebsites. I t\u2019s like a  populari ty contest: The mor e pe ople endorse y ou, the mor e others  think y ou ar e relevant in a g iven domain. Or , applie d to the w eb, the  more backlinks to y our w ebsite, the mor e relevant search eng ines  think y ou ar e in a g iven domain.  This is impor tant for se arch eng ines be cause if y ou ar e providing  a good user e xperienc e and other si tes link  heavily back to y ours,  chanc es ar e you ar e doing some thing tha t people lik e. People liking  you/voting f or you/linking back to y ou thus be come a good pr oxy  for ho w hig h you should be r anking f or spe cific se arches.  The list o f fac tors abo ve (Figur e 3.2 ) offers thr ee impor tant  backlink -related fac tors, t wo of which w e will discuss her e.  Total r eferring domains  represen ts the total number o f domains  56  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 66"}
{"id": "c536565102a6-0", "text": "(e.g., domain1.c om, www.domain2.c om, and so on ) linking back to  your domain.  Total f ollow-backlinks  represen ts the total number o f links tha t  are allo wed for w eb referencing tha t link back to y our page. Wi thout  getting te chnic al, se arch eng ines dif ferentiate be tween t ypes o f  links on w ebsites so tha t the y onl y consider \u201c real\u201d v otes o f  confidenc e. The y thus e xclude, f or e xample, links back to y our  website done as par t of promotions. Follo w-backlinks r epresen ts  these \u201c real\u201d v otes o f confidenc e, while no follow-backlinks  represen ts links tha t are not tak en in to ac count for referencing.  Impor tantly, backlinks ne ed to be e arne d or ganic ally, me aning  that the y cannot be inc entivized. Paid pr omotions wi th bloggers,  wher e bloggers link back to y our w ebsite, for example, should be  tagge d as \u201c nofollow\u201d links. This me ans tha t, to cr eate backlinks,  firms ne ed to think o f strategies tha t will cr eate links back to their  websites wi thout pa ying pe ople to do so. Other t ypes o f backlinks  that should be no follow include links in blog c ommen ts, pr ess  releases and most social me dia and f orums, as w ell as links on all  of the f ollowing social me dia pla tforms: Quor a, Reddit, YouTube,  Wikipe dia, Twi tch, and M edium. I nteresting ly, althoug h social  media backlinks do not dir ectly contribute to the r anking o f a  website or w ebpage, the y can do so indir ectly by incr easing w eb  traffic. Goog le is notoriousl y secretive about i ts algori thm and ho w  it ranks w ebsites. R ecently, it indic ated tha t it ma y follow certain  nofollow backlinks, and several examples", "source": "Page 67"}
{"id": "c536565102a6-1", "text": "it indic ated tha t it ma y follow certain  nofollow backlinks, and several examples e xist of backlink str ategies  wher e webpages shot up in r anking e ven thoug h the links tha t  contribute d to the incr ease w ere no follow links.  In addi tion to these t wo fac tors, which gener ally represen t the  quan tity of backlinks to y our si tes (i.e., the total number o f domains  and the total number o f links ), it is also ackno wledged tha t your  website ranking will also depend on the quali ty of the backlinks.  High-quali ty backlinks  are \u201cnatural,\u201d me aning tha t the r eferring  website (the w ebsite tha t links back to y ou) links back to y our  website in a w ay tha t na turally mak es sense in the c ontext. For  example, i t mig ht use a r elevant, na tural anchor te xt. Anchor te xt  Planning f or a Dig ital Mar keting Campaign   |  57", "source": "Page 67"}
{"id": "12d1671f1028-0", "text": "is the clickable te xt tha t is under lined for a g iven link . Most o f  the h yper links in this chapter g ive examples o f natural anchor te xt.  The closer the anchor te xt to the k eywords on which y ou w ant to  rank y our w ebpage, the be tter. For e xample, if y ou w ant to r ank a  webpage on ho w to ba the a c at, it will help if w ebsites link back to  your w ebpage wi th the anchor te xt how to ba the a c at. High-quali ty  links c ome fr om a uthori tative pages, i.e., pages tha t rank hig h on  search eng ines. The y also c ome fr om sour ces tha t are topic ally  relevant to y our w ebpage. For e xample, if y ou ar e cr eating a  webpage on f itness r outines, backlinks fr om si tes on f itness will  have a gr eater impac t on y our r anking.  Keywords  The last se t of fac tors c oncern keywords. Keywords are terms y ou  include on y our w ebpages to c ommunic ate wi th se arch eng ines and  with pe ople. The y help y ou cle arly iden tify the ide as and topics  on y our w ebpage. K eywords ar e wha t link y our w ebpage to the  SERP thr ough pe ople \u2019s search queries. K eywords ne ed to not onl y  represen t your c ontent well and na turally but also addr ess wha t  people y ou w ant to a ttract to y our w ebsite ar e searching f or.  The c entral implic ation o f this is tha t you should be cr eating  webpages to r ank on specific sear ch queries that people you want as  customer s are sear ching f or. This is wh y represen ting the customer  and understanding the ne ed, goals, and challenges o f personas ar e  so impor tant!  For e xample, f or the se arch quer y \u201cho w to ba the a c at,\u201d the  webpages tha t", "source": "Page 68"}
{"id": "12d1671f1028-1", "text": "se arch quer y \u201cho w to ba the a c at,\u201d the  webpages tha t are posi tione d on these k eywords ar e likely to r ank  first. This is be cause these w ebpages ar e telling se arch eng ines,  \u201cLook a t our k eywords, w e ha ve cr eated a w ebpage spe cifically  for this se arch quer y.\u201d As a r esult, se arch eng ines c an assume tha t  these w ebpages will be be tter a t answ ering the ne eds of people f or  a spe cific se arch quer y. People who ge t good se arch r esults tha t  58  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 68"}
{"id": "63dc2b63b2b8-0", "text": "answ er their ne eds ar e happier about the se arch eng ine, and the y  will c ontinue to use i t. The goal o f search eng ines is to ha ve pe ople  coming back and use them again. B y helping se arch eng ines answ er  exactly wha t people ar e searching f or, you ar e making sur e you rank  higher.  How do y ou posi tion w ebpages on k eywords? Basic ally, by put ting  keywords in a f ew key plac es on y our w ebsite to \u201ctalk\u201d to a se arch  engine and indic ate wha t search quer y a c ertain w ebpage is me ant  to rank on. T o talk to a se arch eng ine, y ou w ant to put the k eywords  on which y ou w ant your w ebpage to r ank in the f ollowing spe cific  places (Figur e 3.5 ):  \u2022 page ti tle  \u2022 meta description  \u2022 page URL  \u2022 headings ( the ti tles) in the w ebpage  \u2022 the bod y (that is, the te xt)  Figur e 3.5 T op On- Page F actor s  Planning f or a Dig ital Mar keting Campaign   |  59", "source": "Page 69"}
{"id": "1f8f80087d2e-0", "text": "Take the \u201cWhat Are Keywords\u201d page on M oz.com on as an e xample.  This page cle arly aims a t posi tioning i tself on se arch queries r elated  to keywords, and mor e spe cifically, the se arch \u201cwha t are keywords.\u201d  How do w e kno w this? Be cause i t has those spe cific keywords  repeated over and o ver again in the f ive aforemen tione d plac es.  \u2022 The page ti tle is \u201cK eywords | SEO Best Pr actices [2021] \u2013 M oz.\u201d  (You c an easily find an y page ti tle b y looking a t the page sour ce  by rig ht-clicking wi thin a w ebpage and then clicking on the  option \u201cvie w page sour ce\u201d in the menu o f your w eb br owser .)  \u2022 The me ta description is: \u201cI n terms o f SEO , \u2018keywords\u2019 ar e the  words and phr ases tha t searchers en ter in to se arch eng ines,  also c alled \u2018search queries\u2019 to f ind wha t the y are looking f or. A  well-optimiz ed website will ha ve keywords and r elated topics  in their c ontent to mak e it possible f or pe ople to f ind their  website via\u2026\u201d .  \u2022 The page URL is https:/ /moz.c om/learn/seo/wha t-are- keywords  \u2022 The phr ase \u201c What are keywords\u201d is r epeated thr ee times in the  first thr ee headings, which ar e  \u25e6 \u201cWhat are Keywords?\u201d  \u25e6 \u201cWhy are keywords impor tant?\u201d and  \u25e6 \u201cWhat are long-tail k eywords?\u201d  \u2022 These k eywords, and r elated words, ar e repeated over and  over again in the bod y.  As w e saw abo ve, the top fac tors associa ted wi th keywords ar e the  following: k eywords in anchor , bod y, densi ty, in total, in me ta.  Keywords in anchor  are not c ontrolled by the o wner o f a w ebsite.  Rather, as e xplaine d abo ve, the y are controlled by whoe ver is linking", "source": "Page 70"}
{"id": "1f8f80087d2e-1", "text": "e xplaine d abo ve, the y are controlled by whoe ver is linking  to y our si te. Ther efore, w e won\u2019t be c onsidering them in this  section.  The r est o f the k eywords fac tors ar e controlled by the w ebsite  owner .  Keywords in bod y refers to the k eywords use d thr oughout y our  60  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 70"}
{"id": "b1c1e2eee525-0", "text": "text in a g iven w ebpage. I deally, you w ant to cr eate a tig ht seman tic  network of keywords tha t relate to one another . For e xample, le t\u2019s  say you ar e creating a page to r ank on the k eywords \u201cbest dr esses  at the 20 20 Osc ars.\u201d To indic ate to se arch eng ines tha t this is wha t  you wha t to r ank on, y ou c an put these main k eywords in the URL,  page ti tle, and one or mor e headings. B ut repeating these k eywords  over and o ver again in the bod y of the te xt w on\u2019t feel na tural and  will hinder user e xperienc e. As a r esult, y ou c an c ome up wi th  synon yms to use in the bod y. Here are a f ew examples o f keywords  and possible synon yms:  \u2022 best: top, talk ed about, fashionable  \u2022 dresses: a ttire, robes, outf its  \u2022 Oscars: ac adem y awards, r ed carpe t, sta tuette  Using this appr oach will not onl y help y ou cr eate a w ebpage tha t  fares be tter in terms o f user e xperienc e, but i t will also help y ou  have both a hig h densi ty keywords in the bod y (i.e., a hig h ratio  of keywords to total number o f words) and a hig h total number o f  keywords.  Keywords in meta  refers to ha ving the k eywords in the meta  elemen ts of your w ebpage, which f or the sak e of this c ourse will be  represen ted by page ti tle and me ta description.  To recap, se arch eng ines c onsider mor e than 200 fac tors, but  the top fac tors use d to r ank w ebsite can be gr oupe d into thr ee  categories:  \u2022 user e xperienc e  \u2022 backlinks  \u2022 keywords  When doing SEO , your r ole is to cr eate w ebpages tha t dir ectly  addr ess spe cific se arch queries. This", "source": "Page 71"}
{"id": "b1c1e2eee525-1", "text": "w ebpages tha t dir ectly  addr ess spe cific se arch queries. This will help y ou cr aft content  that will pr ovide a gr eat user e xperienc e and tie y our w ebpage to  specific keywords associa ted wi th a se arch quer y. In the w orld of  Planning f or a Dig ital Mar keting Campaign   |  61", "source": "Page 71"}
{"id": "4c982b1bd777-0", "text": "search optimiza tion, this is r eferred to as on-pag e optimiza tion, which is achie ved by making changes to the page c ode, c ontent,  or struc ture of the w ebsite to mak e it mor e ac cessible f or se arch  engines and impr ove the user e xperienc e.  The other t ype o f optimiza tion talk ed about is off-pag e  optimiza tion, which f ocuses on impr oving the populari ty, exper tise,  authori ty, trust, and r elevance of a w ebsite. For e xample, i t includes  building backlinks, ge tting br and men tions, and incr easing social  media shar es. S trategies to impr ove backlinks mig ht have to do wi th  creating hig hly shar eable c ontent and public r elations ac tivities to  bring a ttention to the c ontent you ha ve created. For e xample, a  strategy we use d in a f irm I w orked in w as to cr eate benchmar k  studies ( studies tha t compar e compe titors base d on a se t of  variables and pr ovide some baseline ). These w ere he avily shar ed by  firms and discusse d in the me dia, which dr ove a lot o f traffic to our  website. Companies lik e McKinse y are continuousl y producing fr ee  content, lik e their \u201c Featured Insights\u201d website se ction, to gener ate  discussions ar ound their f irm.  Understanding How Consumers U se  Keywords  Since user e xperienc e is c entral to r anking hig h, it becomes qui te  impor tant to understand ho w pe ople se arch for stuf f online. W e are  going to talk about thr ee ways of thinking about this.  A first w ay of thinking about ho w pe ople se arch is to c onsider  the obje ctive of their se arch. Thr ee types o f searches ar e typically  referred to b y SEO pr ofessionals ( e.g., Moz 2016 ; Figur e 3.6).  Consumers perf orm informa tional sear ches  when the y ar e", "source": "Page 72"}
{"id": "4c982b1bd777-1", "text": "Consumers perf orm informa tional sear ches  when the y ar e  looking f or inf orma tion about a spe cific topic. Examples mig ht  include  62  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 72"}
{"id": "f032df078720-0", "text": "\u2022 \u201cHow to run a 5k?\u201d  \u2022 \u201cWhat are beg inner\u2019 s running shoes?\u201d or  \u2022 \u201cBest beg inner running shoes. \u201d  Consumers perf orm transactional sear ches  when the y are looking  to perf orm a tr ansac tion. T ransac tions ha ve be en both narr owly  defined (i.e., buying a pr oduc t) and mor e br oadly def ined (i.e.,  performing an in teraction). Examples o f transac tional se arches  might be  \u2022 \u201cCheap beg inner running shoes\u201d  \u2022 \u201cBrooks Ghost 12\u201d or  \u2022 \u201cBuy Asics B rooks Ghost 12. \u201d  Consumers perf orm navigational sear ches  when the y are looking  for a spe cific website. S uch a se arch mig ht look lik e  \u2022 \u201cSports Exper ts\u201d  \u2022 \u201cFoot Lock er\u201d or  \u2022 \u201cBrooks w ebsite.\u201d  Considering the obje ctives of people perf orming se arch queries is  help ful f or us as dig ital mar keters be cause i t allo ws us to cr eate  webpages to answ er these spe cific obje ctives. The kind o f keywords  on e ach page will be v astly dif ferent.  These obje ctives can also be plac ed in a pr ocess, wher e some one  moves fr om ne eding inf orma tion about a spe cific ne ed or challenge  to w anting to perf orm in teractions ( or a tr ansac tion) to addr ess this  need to w anting to visi t a spe cific website.  The k ey ide a her e is tha t, as dig ital mar keters, kno wing wh y  people ar e searching f or some thing allo ws y ou to cr eate pages tha t  more dir ectly align wi th their se arches. This helps y ou impr ove user  experienc e and choose the rig ht keywords, both o f which should  allow your w ebpages to r ank hig her.  Planning f or a Dig ital Mar keting Campaign   |  63", "source": "Page 73"}
{"id": "b7ef8cbfcf4a-0", "text": "Figur e 3.6 Types of Sear ch  A se cond w ay to think about wh y pe ople ar e searching is to star t  with their ne eds, challenges, and goals. This has a f ew implic ations:  First, as w e ha ve seen wi th RV Be tty, different segmen ts/personas  have dif ferent needs, challenges, and goals. Tha t me ans tha t you  will ne ed to cr eate dif ferent webpages to a ttract different personas  to y our w ebsite, wher e each w ebpage should addr ess a spe cific  need, challenge, or goal ( and, per haps, c ould do so b y tar geting  different search obje ctives). Thus, when cr eating w ebpages, the f irst  questions tha t should c ome to y our mind ar e the f ollowing: W hat  are the ne eds of my persona ? What goal ar e the y trying to achie ve?  What challenges ar e the y facing when tr ying to addr ess their ne ed  or achie ve their goal? Answ ering these questions should allo w you  to gener ate man y dif ferent content ide as, fr om which y ou c an think  of spe cific se arch queries. W e will c over this in mor e de tail when  we talk about c ontent mar keting. I n this c ourse, w e will emphasiz e  how consumers\u2019 se arches v ary depending on wher e the y are in their  journe y:  64  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 74"}
{"id": "1f57ff9aa3cb-0", "text": "\u2022 Early on in their journe y, consumers ar e looking to f ind  informa tion about a pr oblem the y are facing or a ne ed the y are  trying to addr ess ( e.g., \u201cho w to run a 5k, \u201d \u201ctreating acne fast, \u201d  \u201ceasy w ays to gain muscle, \u201d or \u201c getting a job af ter c ollege \u201d).  \u2022 As consumers mo ve to ac tively evaluating the options a vailable  to addr ess their ne ed, the y will star t to w eigh dif ferent options  (e.g., \u201cbest tr aining plan f or 5k, \u201d \u201cretinol vs. benz oyl vs. salic ylic,\u201d  \u201cis cr eatine tha t good, \u201d or \u201c should I r egister on link edin\u201d).  \u2022 Lastly, onc e the y are closer to making a pur chase, the y will  look a t evaluating or ac cessing the spe cific pr oduc t the y  choose ( e.g., \u201c sales br ooks g host 12, \u201d \u201cwher e to bu y benz oyl,\u201d  \u201ccreatine online che ap,\u201d \u201clink edin pr omo c ode\u201d).  Similar ly to the thr ee obje ctives o f se arches, kno wing tha t  consumers f irst c oncentrate on pr oblems, then on poten tial  solutions, and f inally on the pr oduc t or ser vice the y are interested  in is the f irst step to cr eating a mar keting c ampaign. K eeping in  mind tha t our goal is to cr eate value f or consumers b y represen ting  them ( rather than talking about our c ompan y), this me ans tha t we  will ne ed to cr eate ads and c ontent tha t (1) inf orm c onsumers about  their pr oblems, (2) help them e valuate their options, and ( 3) posi tion  our pr oduc t as the best or cr eate pr oduc t or ser vice-spe cific  informa tion. W hen w e introduc e the c onversion-base d framework  in the ne xt chapter , we will se e ho w each o f these stages c an", "source": "Page 75"}
{"id": "1f57ff9aa3cb-1", "text": "in the ne xt chapter , we will se e ho w each o f these stages c an also  be use d for dif ferent str ategic goals ( namel y, attracting visi tors,  converting visi tors to le ads, and c onverting le ads to customers ).  This is visuall y represen ted in Figur e 3.7 below.  Figur e 3.7 Journey and Sear ches  Planning f or a Dig ital Mar keting Campaign   |  65", "source": "Page 75"}
{"id": "c23696c67157-0", "text": "We will c over the last w ay to think about se arches v ery brief ly,  since we discusse d it in the last chapter: Goog le ZM OTs. As w e  saw, Goog le pr oposes f our ZM OTs: I w ant to kno w, I w ant to go,  I want to do, and I w ant to bu y. Some o f these o verlap wi th wha t  we just sa w. I-want-to-kno w se arches ar e inf orma tional se arches.  I-want-to-bu y searches c an be thoug ht of as tr ansac tional se arches  (a broader def inition o f transac tional se arches c ould also include I - want-to-do se arches ). These momen ts again pr esen t oppor tunities  to cr eate content. Goog le pr esen ts numer ous w ays for mar keters to  capitalize on I-want-to-do momen ts her e.  Using K eywords to Analyze Competitors  We conclude this chapter b y examining ho w keywords can be use d  to anal yze your c ompe tition. T o frame wha t follows, w e will assume  that compe titors kno w and f ollow the same rules as y ou should  when cr eating w ebpages and choosing k eywords.  \u2022 Your c ompe titors ar e creating spe cific webpages to r ank on  specific se arch queries.  \u2022 They kno w wher e to put the k eywords to c ommunic ate wi th  people and se arch eng ines:  \u25e6 Page ti tle  \u25e6 Meta description  \u25e6 Page URL  \u25e6 Headings ( the ti tles) in the w ebpage  \u25e6 The bod y (the te xt)  \u2022 They wri te their page ti tle, URL, and me ta descriptions to \u201c sell\u201d  their w ebpage to pe ople on SERP s.  This is useful fr om a c ompe titive anal ysis vie wpoin t be cause i t  means y ou c an e asily stud y your c ompe tition base d on spe cific", "source": "Page 76"}
{"id": "c23696c67157-1", "text": "ou c an e asily stud y your c ompe tition base d on spe cific  66  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 76"}
{"id": "8b7a100d2cea-0", "text": "keywords. I t is also impor tant to understand her e tha t you should  think o f ranking on se arch queries in a w ay tha t is similar to selling  produc ts: y ou ne ed to f ind a posi tioning tha t optimal f or y our  webpage. Tha t me ans f inding a se arch quer y tha t is not o verly  compe titive, and on which y ou belie ve it is lik ely tha t you will r ank  high. H ence, a f irst step is to understand ho w to anal yze the  compe titiveness o f spe cific k eywords and associa ted se arch  queries.  Keyword Competitive Analysis  We should understand w ell, a t this poin t, tha t we ar e cr eating  webpages wi th the goal o f ranking hig h on spe cific se arch queries.  We also understand tha t not all c onsumers will use the e xact same  search quer y to addr ess a spe cific ne ed. Le t\u2019s go back to the se arch  queries w e use d to in troduc e this chapter and assume w e are trying  to cr eate a w ebpage tha t will addr ess the c onsumer ne ed of wanting  to kno w ho w to ba the a c at. As a r eminder , those queries w ere the  following:  \u2022 \u201chow to ba the m y cat\u201d  \u2022 \u201ceasiest w ay to w ash m y cat\u201d  \u2022 \u201cwash a c at\u201d  \u2022 \u201ccat wash soap \u201d  These ar e dif ferent search queries, and ho w compe titive the y are  will thus be dif ferent. A f ew easy steps c an help y ou understand  how lik ely you ar e to r ank hig h on a spe cific se arch quer y. The f irst  step is to understand ho w old the domains tha t sho w up on the f irst  SERP ar e. This is be cause the older the domain, the mor e time the y  have had to build c ontent and backlinks, and the har der the y will be  to displac e from the f irst SERP . The older the domains on the f irst", "source": "Page 77"}
{"id": "8b7a100d2cea-1", "text": "e from the f irst SERP . The older the domains on the f irst  SERP , the mor e compe titive the se arch quer y.  Planning f or a Dig ital Mar keting Campaign   |  67", "source": "Page 77"}
{"id": "d3d34608126c-0", "text": "To kno w ho w old domains ar e, pick the k eywords y ou w ant to  rank on. Se arch these k eywords on a se arch eng ine ( e.g., Goog le).  Then, use a whois ser vice (e.g., who.is ) and che ck the \u201c register ed on \u201d  date. For e xample, f or the se arch \u201cho w to ba the m y cat,\u201d the f irst  domains ar e:  \u2022 wikiho w.com, r egister ed in 2004  \u2022 bhg.c om, r egister ed in 1999  \u2022 catster .com, r egister ed in 2000  It se ems tha t most domains f or this se arch quer y ha ve be en  register ed prior to 2010 , which mak es it likely to be a c ompe titive  search quer y. Addi tionall y, most o f these w ebpages se em to ha ve  been cr eated to r ank on this e xact search quer y, or some thing  closel y related:  \u2022 The Wikiho w page ti tle is \u201cH ow to ba the a c at\u201d  \u2022 The B hg page ti tle is \u201cH ow to ba the a c at\u201d  \u2022 The c atster .com page ti tle is \u201cH ow to ba the a c at\u201d  This c ombina tion o f webpages cle arly posi tione d on spe cific  keywords tha t compe te against y ours and older domains me ans tha t  trying to r ank a w ebpage on \u201cho w to ba the m y cat\u201d mig ht thus be  a rather dif ficult e xercise. I t doesn \u2019t me an it isn \u2019t possible to do,  but i t would r equire a lot o f work to cr eate backlinks and a page  that answ ers c onsumer ne eds be tter than other pages. T rying to  position the w ebpage on other k eywords mig ht be an e asier pa th.  You c an r epeat this e xercise wi th ne w keywords un til you f ind a  search tha t you belie ve consumers will be using and tha t is not  overly compe titive.", "source": "Page 78"}
{"id": "d3d34608126c-1", "text": "you belie ve consumers will be using and tha t is not  overly compe titive.  Another appr oach to stud ying k eywords is to se arch for w ebpages  that are exactly posi tione d on the k eywords you ar e aiming f or. A  few Boolean sear ch oper ators can help y ou her e:  \u2022 allin title (e.g., allin title:ho w to ba the a c at) returns r esults  68  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 78"}
{"id": "ea9f22b1ad07-0", "text": "wher e the k eywords ar e in the page ti tle  \u2022 allin url (e.g., allinur l:how to ba the a c at) returns r esults wher e  the k eywords ar e in the page URL  \u2022 allinanchor  (e.g., allinanchor:ho w to ba the a c at) returns  results wher e webpages ar e link ed to the k eywords in the  anchor te xt  These ar e useful be cause, as w e just c overed, SEO should le ad  webmasters to put the k eywords on which the y want to r ank in the  page ti tle and page URL, and be cause being link ed to k eywords in  anchor te xt helps our r ankings. I n shor t, by using these Boole an  search oper ators, y ou c an ge t a cle ar list o f exactly who y our  compe tition is f or a spe cific se arch quer y. This be comes useful, f or  example, if y ou w ant to understand wha t kind o f content their pages  offer, how the pages ar e struc tured, whe ther the y ha ve multiple  types o f me dia, and so on. Or , put dif ferently, you c an anal yze the  webpages o f your c ompe tition to cr eate a gener al benchmar k to  beat and cr eate a be tter w ebpage tha t will mor e cle arly and full y  answ er consumers\u2019 ne eds.  Planning f or a Dig ital Mar keting Campaign   |  69", "source": "Page 79"}
{"id": "a11eefe44ccd-0", "text": "Exer cises  Backgr ound P ersona  You ar e a r eal esta te compan y loc ated in M ontreal tha t  specializ es in f irst-time bu yers.  Let\u2019s assume a quick dr aft of a persona.  Bill and J ane ar e newly wed and ar e looking to star t a  famil y. The y want to ha ve some spac e because the y are  planning to ha ve two kids, and ide ally a backyar d. The y  would also lik e their house to be come the famil y house. I n  other w ords, the y would lik e the famil y to gr ow in the  house. I deally, tha t me ans f inding a famil y friendl y  neig hbor hood, wher e the schools ar e good and ac cessible.  Their budge t is some what limi ted, be cause the y are qui te  young, which c an be a pr oblem when w anting to f ind a  home. L astly, the y are also f irst-time house bu yers, and  they are qui te una ware of the whole pr ocess o f buying a  home.  70  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 80"}
{"id": "47ad39d6be8a-0", "text": "Understanding Se arches  You ar e a r eal esta te compan y loc ated in M ontreal tha t  specializ es in f irst-time bu yers.  \u2022 Identify an inf orma tional se arch your tar get mar ket  might do.  \u2022 Identify a tr ansac tional se arch your tar get mar ket  might do.  \u2022 Identify a na vigational se arch your tar get mar ket  might do.  Creating Content W ith SEO in Mind  Pick one se arch out o f the thr ee searches y ou ha ve  iden tified prior . For this se arch, c ome up wi th an ide a for a  webpage, c oncentrating on the f ollowing elemen ts of the  webpage:  \u2022 Page ti tle  \u2022 Meta description  \u2022 Headings  \u2022 URL  \u2022 Keyword synon yms in bod y  Backlinks  How can w e boost backlinks f or our r eal esta te compan y?  Identify five concr ete w ays to do so.  Com petitive anal ysis  Planning f or a Dig ital Mar keting Campaign   |  71", "source": "Page 81"}
{"id": "76e708b4083d-0", "text": "Reverse eng ineer the SEO ef forts and c ontent mar keting  strategy of compe titors. Again, c onsider the page ti tle,  description, URL, he adings, k eywords in c ontent, and alt  tags.  Then, go to ne ws.shupilo v.com and p ick thr ee blog  articles. Identify  \u2022 the k eywords on which these ar ticles ar e suppose d  to rank and  \u2022 who y ou think the y are tar geting.  Finding no vel com petitive spaces  Base d on the se arches w e previousl y talk ed about, f ind f ive  alterna tive, less c ompe titive searches to r ank on.              72  |  Planning f or a Dig ital Mar keting Campaign", "source": "Page 82"}
{"id": "308211836029-0", "text": "Introduction to Digital  Strategy  PIERRE- YANN DOLBEC  Overview  In this chapter , we discuss some k ey vocabular y associa ted wi th  digital mar keting, c overing c oncepts such as inbound and outbound  marketing and paid, o wned, and e arne d me dia ac tivities. W e then  turn our a ttention to the fr amework we are going to c over for the  rest o f the semester , the R ACE fr amework. W e brief ly cover the  four stages o f the fr amework bef ore turning out a ttention to ho w  to link persona, journe y, and str ategy. We conclude the chapter b y  understanding ho w the R ACE fr amework can suppor t compe titive  analysis.  Learning O bjectives  Understand k ey terms associa ted with online str ategy,  the obje ctives of the f our stages o f the R ACE fr amework,  how it links to personas and journe ys, and ho w to use i t to  suppor t compe titive anal ysis.  Introduc tion to Dig ital S trategy  |  73", "source": "Page 83"}
{"id": "6bc53d91c90a-0", "text": "Inbound and Outbound Mark eting  Inbound and outbound mar keting r epresen t two broad appr oaches  to conne cting wi th consumers. Inbound mar keting  aims a t bring ing  visitors \u201cin, \u201d drawing them to y our c ompan y via, t ypically, content  marketing, social me dia, and w ell-optimiz ed websites. I n this f irst  appr oach, c onsumers f ind y ou be cause y ou represen t them.  Outbound mar keting  is wha t we typically think o f when w e think  of ad vertising: the pr omotion o f pr oduc ts or ser vices thr ough  advertising and pr omotions. I n this c ase, a message goes \u201c out\u201d fr om  your c ompan y and stops c onsumers in wha tever the y were doing  (e.g., a c onsumer is \u201c stoppe d\u201d by an ad when scr olling on I nstagr am  or reading their Fac ebook f eed; the y are stoppe d by an ad a t the  start of a Y ouTube vide o, or the y are stoppe d by an ad which cuts a  newspaper ar ticle or a blog post in t wo).  Inbound mar keting is also associa ted with permission mar keting ,  wher e advertising is w elcome d because permission to be ad vertised  to has alr eady be en obtaine d and ad vertising is an ticipa ted (e.g.,  email mar keting), and two-way comm unica tion, meaning tha t ther e  can be an in teraction be tween c onsumers and the br and ( e.g.,  consumers c an c ommen t on social me dia posts and on blog  articles ). A few fur ther char acteristics o f inbound mar keting ar e tha t  it is  \u2022 soug ht, me aning tha t consumers f ind y ou,  \u2022 one o f the fastest-gr owing str ategies for mar keting online and  has be en o ver the last de cade,  \u2022 seen as che aper to perf orm sinc e companies do not ne ed to  invest in ads (", "source": "Page 84"}
{"id": "6bc53d91c90a-1", "text": "as che aper to perf orm sinc e companies do not ne ed to  invest in ads ( althoug h ther e are costs associa ted with content  creation), and  \u2022 aime d at customer ac quisi tion.  Conversel y, outbound mar keting is associa ted wi th interruption  marketing , wher e mar keting ef forts such as ads in terrupt wha t  74  |  Introduc tion to Dig ital S trategy", "source": "Page 84"}
{"id": "4fcb862367e1-0", "text": "a consumer is doing, and one-w ay comm unica tion, be cause  consumers c annot talk to ads. Outbound mar keting is also  \u2022 impose d, be cause c onsumers do not agr ee to be ad vertised to,  \u2022 decreasing in populari ty, althoug h this is deba ted,  \u2022 expensiv e, be cause ther e are fees associa ted with put ting ads  online, and  \u2022 aime d at awareness cr eation, as has t ypically been the c ase  with tr aditional ad vertising.  Examples o f inbound mar keting include blog posts, inf ographics, e- books, whi tepapers, social me dia posts, tutorials, and the lik e.  Examples o f outbound mar keting include ad vertising o f any sor t,  which w e are going to c over in mor e detail in the ne xt chapter .  Paid, Owne d, and Earne d Me dia  We dif ferentiate be tween thr ee types o f me dia online: paid, o wned,  and e arne d.  Paid media  are me dia ac tivities y ou pa y for. These me dia ac tivities  are typically perf orme d on a thir d par ty channel (i.e., not y our o wn  website) tha t is paid b y your c ompan y to c onduc t the ac tivity. Your  compan y controls the c ontent, but the thir d par ty controls wher e  this c ontent is sho wn. Examples include se arch ads, displa y ads,  paid inf luenc ers, paid c ontent promotion, social me dia ads, pr oduc t  placemen ts, and the lik e.  Owned media acti vities are me dia ac tivities tha t are hoste d on  channels tha t you o wn, i.e., on y our o wn pla tforms. The y include  your w eb pr oper ties ( e.g., blog posts on y our w ebsite) and social  media channels.  Earned media acti vities are me dia impr essions tha t you e arn  because y our c ontent is shar ed. H ere, consumers ( and some times  professionals ) be come the channel.", "source": "Page 85"}
{"id": "4fcb862367e1-1", "text": "is shar ed. H ere, consumers ( and some times  professionals ) be come the channel. Shar ed social me dia posts,  Introduc tion to Dig ital S trategy  |  75", "source": "Page 85"}
{"id": "baa35a402636-0", "text": "reviews, and other c onsumer -gener ated content such as r atings,  social r ecommenda tions, c ontent cr eated on wikis, or f orum  discussions ar e examples o f earne d me dia ac tivities. The c overage  of your c ompan y by journalists also falls under e arne d me dia  activities.  Very impor tantly, althoug h these ar e conceptuall y distinc t types  of me dia ac tivities, an ide al campaign will in tegrate them. For  example, y ou c an cr eate content on y our w ebsite and social me dia  channels tha t you will also push b y ad vertising on social me dia  websites and other w ebsites using banner ads, and y ou ar e making  these ef forts in the hopes tha t your c ontent will be widel y shar ed  by others. This is the t ypical str ategy under lying vir al mar keting  campaigns.  Take, for e xample, the widel y suc cessful ad f or Dori tos during  the 20 20 S uperbo wl. Dori tos cr eated an ad tha t the y hoste d on  their w ebsite and social me dia channels ( e.g., Y ouTube). The ad  was pushe d as a paid me dia ac tivity during the S uperbo wl to the  tune o f several million dollars. I t was also associa ted wi th a Tik T ok  hash tag c ampaign, #c oolranchdanc e, which fuele d earne d me dia  impr essions . It is this in terse ction o f paid, o wned, and e arne d me dia  activities tha t leads to the cr eation o f suc cessful online mar keting  campaigns!  Obje ctives, Goals, and KPIs  Obje ctives, goals, and KP Is are the ne xt se t of concepts w e will  cover. Objecti ves represen t wha t you w ant to achie ve for y our  compan y. Ideally, obje ctives should be SMART :  \u2022 specific  \u2022 measur able  \u2022 attainable  \u2022 realistic  76", "source": "Page 86"}
{"id": "baa35a402636-1", "text": "SMART :  \u2022 specific  \u2022 measur able  \u2022 attainable  \u2022 realistic  76  |  Introduc tion to Dig ital S trategy", "source": "Page 86"}
{"id": "f6d7d40cf75e-0", "text": "\u2022 time-bound  Goals  are actions tha t you w ant users to tak e. We use the v ocabular y  of goals to designa te user\u2019 s actions sinc e this is t ypically ho w goals  are posi tione d in w eb anal ytics ( e.g., Goog le Anal ytics).  Distinguishing be tween obje ctives (what you w ant to achie ve) and  goals ( what you w ant your users to achie ve) just mak es things  clearer.  KPIs\u2014key perf ormance indica tors\u2014are me trics use d to e valuate  the perf ormanc e of your c ompan y base d on a par ticular obje ctive  or ac tivity. KP Is typically ha ve tar gets, spe cific values tha t your  compan y is aiming to achie ve within a c ertain time period.  These c oncepts w ork toge ther to help y ou plan c ampaigns:  Obje ctives can be use d to iden tify goals f or users to achie ve, which  can be me asur ed using KP Is (Figur e 4.1).  Figur e 4.1 O bjective / Goal / KP I  For e xample, an obje ctive for your c ompan y mig ht be to incr ease  produc t awareness. I n order to achie ve this obje ctive, you mig ht set  up goals f or your users, such as subscribing to email upda tes and  engag ing in some k ey features you belie ve will help r aise pr oduc t  awareness. I t is then possible to iden tify KP Is to me asur e your  success f or these user goals, such as \u201c number o f contact forms  Introduc tion to Dig ital S trategy  |  77", "source": "Page 87"}
{"id": "8d4aecfba034-0", "text": "submi tted\u201d or \u201c use o f the k ey feature of the vir tual mirr or\u201d ( see  Figur e 4.2  for an e xample or , for the te xt version, click her e).  Figur e 4.2 KP Is Example / Text Description  Strategy and T actics  Strategy and tac tics ar e the last k ey terms w e ne ed to be tter  understand the R ACE fr amework. Strategy represen ts the pa th you  intend to tak e to achie ve a spe cific obje ctive. This aligns wi th Jain\u2019s  (1993 ) understanding o f strategy as \u201cthe pa ttern o f major obje ctives,  purposes and goals, and essen tial policies and plans f or achie ving  those goals, sta ted in such a w ay as to def ine wha t business the  compan y is in or is to be in. \u201d  In this c ourse, w e are going to emphasiz e ho w, to implemen t  a str ategy and achie ve spe cific obje ctives, a c ompan y deplo ys  tactics \u2014tools use d to me et obje ctives. Examples o f tools w e will  discuss include banner ad vertising c ampaigns, se arch ad  campaigns, and the use o f content mar keting on social me dia.  78  |  Introduc tion to Dig ital S trategy", "source": "Page 88"}
{"id": "d20a951e5d2d-0", "text": "Let\u2019s combine the v ocabular y we just in troduc ed in an e xample.  Objecti ve  \u2022 Increase sales thr ough our eCommer ce pla tform b y 10% wi thin  the ne xt six mon ths.  Tactics  \u2022 Search ad vertising pa y-per -click (P PC) c ampaign using spe cific  keywords, wi th a budge t, time fr ame, e tc.  \u2022 Social me dia c ampaign using the Fac ebook br and page, wi th  marketing ma terial  KPIs per tactic  \u2022 Search ad vertising: clickthr ough rate (CTR), bounc e rate  \u2022 Social me dia c ampaign:  clickthr ough rate, shar e ratio/ amplif ication r ate  Targets per tactic  \u2022 Search ad vertising: CTR o f XX%, bounc e rate of XX%  \u2022 Social me dia c ampaign: CTR o f XX%, shar e ratio o f XX%  We can no w turn our a ttention to the R ACE fr amework.  RACE Fr amework  Chaf fey\u2019s RACE fr amew ork is a conver sion-based framework.  Conversion mar keting  is a str ategic appr oach tha t explici tly aims  at incr easing customers. The fr amework we will stud y her e is par t  of a gr eater se t of strategic appr oaches, such as H ubSpot\u2019s orig inal  \u201cattract-convert-close-delig ht\u201d str ategy, which be came their  Introduc tion to Dig ital S trategy  |  79", "source": "Page 89"}
{"id": "60aa053091f4-0", "text": "\u201cflywhe el business model ,\u201d or the gr andfa ther o f conversion  marketing appr oaches, the \u201c pirate me trics\u201d AARRR model  (acquisi tion-ac tivation-r etention-r eferral-revenue ) sho wn in Figur e  4.3 (text version c an be f ound here).  Figur e 4.3 A ARRR / Text Description  These dif ferent frameworks pr opose stages wi th dif ferent names,  but the c entral ide a of this str ategic appr oach is the same. T o  convert, you ne ed to mo ve people thr ough four stages:  \u2022 visitor (pe ople c ome to y our w ebsite)  \u2022 lead (visitors ar e converted into a qualif ied poten tial customer  i.e., somebod y who is in terested in y our pr oduc t and is also  somebod y you ar e interested in selling to )  \u2022 customer  80  |  Introduc tion to Dig ital S trategy", "source": "Page 90"}
{"id": "03f5ddcf75bc-0", "text": "\u2022 repeat customer  Your goals a t each stage ar e as f ollows:  \u2022 Visitors: In brief, y ou cr eate campaigns to a ttract people to  your w ebsite.  \u2022 Leads:  Once the y are on y our w ebsite, you w ant to (1) f ind w ays  to se e if the y are interested in y ou, (2) f ind out if y ou ar e  interested in them, i.e., whe ther the y can be a customer o f  yours (be cause not all visi tors ar e people who c an bu y your  produc t or ser vice), and, if the y fit these t wo categories, and  there is a mutual in terest, ( 3) find a w ay to c ontinue the  conversation wi th them ( usuall y by collecting their email  addr ess or making sur e the y follow you on social me dia).  \u2022 Customer s: Once you ha ve iden tified a mutual in terest, y ou  move to ac compan y people on their journe y so tha t you c an  convert them fr om a le ad to a customer o f yours.  \u2022 Repea t customer s: After their pur chase, y ou c apitalize on their  (hopefull y) posi tive experienc e with your c ompan y so tha t the y  can co-cr eate on y our behalf ( e.g., wri te reviews) and c ontinue  their journe y as a customer o f yours.  The R ACE fr amework pr esen ts four stages tha t help us plan f or  and c oordina te dif ferent mar keting ac tivities to achie ve these  objectives.  R stands for REA CH  During the R each stage, y our c ompan y has t wo obje ctives:  \u2022 to build a wareness about y our br and, pr oduc ts, and ser vices  through offline and online me dia ac tivities, and  \u2022 to driv e traffic using inbound and outbound mar keting  Introduc tion to Dig ital S trategy  |  81", "source": "Page 91"}
{"id": "ba181ada2bb5-0", "text": "activities and paid e arne d and o wned me dia touchpoin ts.  At this stage, y ou will mostl y concentrate on addr essing pe ople \u2019s  problems.  A stands for interA CT  During the Ac t stage, y our c ompan y has t wo obje ctives:  \u2022 to gener ate posi tive interactions on y our o wned me dia and  \u2022 to cr eate le ads, i.e., iden tify poten tial customers and mak e sur e  they can be y our customer ( we will c all these \u201c qualif ying\u201d le ads  later on in the semester ).  At this stage, w e are going to emphasiz e ho w we should f ocus on  addr essing c onsumers\u2019 pr oblems as w ell as helping them e valuate  their options.  C stands for CONVER T  During the Con vert stage, y our c ompan y has one obje ctive:  converting le ads in to sales.  At this stage, w e are going to emphasiz e ho w we should f ocus on  talking about wh y your br and, pr oduc t, or ser vice is the best option  for consumers. W e will also touch on ho w to optimiz e our o wned  media or der to maximiz e conversions, a pr ocess tha t is c alled  \u201cconversion r ate optimiza tion. \u201d  82  |  Introduc tion to Dig ital S trategy", "source": "Page 92"}
{"id": "2fd28e0965b9-0", "text": "Figur e 4.4  RACE  Objectives /  Text  Description E stands for ENGA GE  During the Engage stage, y our c ompan y has t wo obje ctives:  \u2022 to build customer ad vocacy and  \u2022 to foster r epeat visi ts and sales.  At this stage, the ide a is to build long-term engagemen t by  continuousl y contributing to c onsumers\u2019 liv es b y cr eating v alue.  We also w ant to iden tify engage d customers in or der to f oster  their par ticipa tion and engage them in c o-cr eation ac tivities to  participa te in our c ampaigns and suppor t our mar keting ef forts.  Figur e 4.4  presen ts ho w these obje ctives evolve over time wi th  each o f the stages ( text description here).  From P ersona and J ourney to Str ategy  As w e discusse d during the last t wo chapters, the goals, ne eds,  motiv ations, and challenges o f consumers pr ovide the r aw ma terial  from which to cr eate content for each persona. J ourne ys tell y ou  what your c ontent should be about (pr oblem, solutions, and y our  Introduc tion to Dig ital S trategy  |  83", "source": "Page 93"}
{"id": "301074117f9a-0", "text": "produc t), and ho w it addr esses dif ferent stages o f the journe y. See  Figur e 4.5  for a brief r ecap of Chapter 3.  Figur e 4.5 J ourney and Sear ches  Let\u2019s tak e the e xample o f making c ontent and associa ted se arch  ads, i.e., cr eating a blog post and then de ciding to ad vertise this  blog post on Goog le SERP s. As w e discusse d in pr evious chapters,  your goal when optimizing y our w ebpages is to iden tify keywords  consumers will use to perf orm se arches online. The ide a behind  making se arch ads is similar . We covered a f ew ways to help do so,  including  \u2022 considering who the y are/wha t the y need (persona ),  \u2022 how the y go about sol ving their ne eds (journe y), and  \u2022 what the y search in or der to do so ( journe y, ZM OT, types ), as  well as  \u2022 benchmar king against c ompe tition.  Once you\u2019ve iden tified keywords tha t your c onsumers ar e using  throughout their journe y, you c an star t creating c ontent or ads  base d on these k eywords so tha t you sho w up on a se arch eng ine  when a c onsumer does this se arch.  The c oncept o f a persona helps iden tify gener al keywords base d  on customers\u2019 ne eds, motiv ations, challenges. Considering their  journe y helps iden tify spe cific keywords base d on ho w users go  about answ ering ne eds, motiv ations, and challenges thr oughout  that journe y. Here are two examples:  84  |  Introduc tion to Dig ital S trategy", "source": "Page 94"}
{"id": "3efd017c7a25-0", "text": "\u2022 If a consumer has pain in their lo wer back, the y mig ht perf orm  a Goog le se arch to f ind out ho w to addr ess this pain. This  presen ts an oppor tunity to cr eate awareness ar ound a back  pain\u2013r elated produc t you ar e selling ( e.g., a pair o f sne akers).  \u2022 If a consumer w ants to c ompar e sne akers to understand which  pair o ffers the best suppor t to addr ess back pain, this pr ovides  you wi th an oppor tunity to c ompar e your pr oduc t to those o f  your c ompe titors.  Introduc tion to Dig ital S trategy  |  85", "source": "Page 95"}
{"id": "aab0f30ed4cf-0", "text": "Table 4.1 J ourne y: From A wareness to P ost-Purchase  Stage of Journe y  Awareness Active  Evalua tion Purchase Post-Purchase  Concr ete  actions Action: Goes to  Goog le to  search for  gener al  informa tion  about their  problem  Search  (informa tional):  \u201cHow to  reduce back  pain \u201d Action: Goes to  Goog le to  compar e  alterna tives  Search  (informa tional):  \u201cshoes vs.  postur e vs.  exercise back  pain \u201d Action: Goes  to Goog le and  types the  name o f the  brand and  produc t the y  want to bu y  Search  (transac tional):  \u201cBrand X YZ  best pric e  sale\u201d Action: W rites  produc t  review on  retailer\u2019 s  website  Opportuni ty Create content  to inf orm and  educate  consumers  about back  pain Create content  to inf orm and  educate  consumers  about back  pain solutions Position y our  produc t as the  best option f or  back pain Leverage  engage d  consumers to  create reviews  Tactic Create a blog  post wi th the  keywords \u201cho w  to,\u201d \u201creduce,\u201d  and \u201cback pain \u201d  Create PPC  campaign on  associa ted  keywords Create se veral  blog posts tha t  compar e your  produc t vs.  compe titors;  include  relevant  keywords (e.g.,  \u201cbest shoes, \u201d  \u201cpostur e,\u201d  \u201cback pain \u201d)  Create PPC  campaign on  associa ted  keywords Search ad  campaign on  keywords  (\u201cBrand X YZ  shoes, \u201d \u201cbest  price\u201d) and  place an ad to  offer a 10%  rebate for  first-time  clien ts on y our  website Give a r ebate  for a futur e  purchase  when wri ting a  review  From a J ourney Map to a Conversion P ath  A journe y map  is a visual r epresen tation o f the c onsumer journe y.  The map tr ansforms a r ather abstr act way of understanding ho w", "source": "Page 96"}
{"id": "aab0f30ed4cf-1", "text": "The map tr ansforms a r ather abstr act way of understanding ho w  86  |  Introduc tion to Dig ital S trategy", "source": "Page 96"}
{"id": "d98246e0c774-0", "text": "consumers pur chase pr oduc ts (i.e., a wareness, c onsider ation,  purchase, and lo yalty) to some thing c oncr ete, wi th spe cific ac tions  and touchpoin ts, tha t a br and c an use to cr eate a mar keting  strategy.  A conversion pa th is ho w a br and is thinking o f enac ting this  strategy. It ties toge ther multiple tac tical ac tivities ( e.g., se arch ads  and c ontent mar keting). I t can be def ined as a description o f the  steps tha t a c ompan y wants consumers to tak e so tha t the y achie ve  a desir ed goal. I n the dig ital mar keting v ocabular y, a conversion  occurs when a c onsumer achie ves a goal y ou w anted them to  achie ve. The na ture of tha t goal c an vary widel y: it could be visi ting  a page, clicking on a link, sending y ou their email addr ess, bu ying  a produc t, spending mor e than a spe cific amoun t of time on one  of your pages, vie wing a c ertain number o f pages during a session,  using a k ey feature\u2014the list goes on. T o create a c onversion pa th,  companies plan a se t of steps tha t the y want consumers to tak e  in or der to achie ve the designa ted goal. The shor test c onversion  path tha t is t ypically presen ted in dig ital mar keting le ads fr om ad to  content to landing page ( Figur e 4.6).  Introduc tion to Dig ital S trategy  |  87", "source": "Page 97"}
{"id": "c8cf8faca2fc-0", "text": "Figur e 4.6 Conver sion P ath  The planning o f the steps c onsumers ar e going to tak e to achie ve  what you w ant them to achie ve is c entral to cr eate dig ital mar keting  campaigns. W e do not simpl y create content and ads in the hopes  that consumers ar e going to visi t our w ebsite or click on our ads,  without an y ide a of wha t will happen ne xt. Ra ther, the best- strategized campaigns al ways answ er the question, W hat comes  next? For e xample, if y ou\u2019re creating an ad to appe ar at the top o f  a SERP , wha t comes ne xt? W hat are you e xpecting pe ople to do ?  Where are you le ading them ? What should the y be doing onc e the y  get on this page ? Why? Answ ering these questions is ho w you c an  create hig hly converting c ampaigns be cause y ou ha ve a cle ar ide a  of the goal c onsumers should achie ve, and y ou c an ther efore create  pages and ads tha t will le ad them to achie ve these goals.  Depending on who y ou ask, i t tak es be tween 5 and 13 touchpoin ts  (or in teractions wi th y our br and) to gener ate a qualif ied, sales- ready lead (Salesf orce 2015; Online Mar keting I nstitute 2013 ). We  88  |  Introduc tion to Dig ital S trategy", "source": "Page 98"}
{"id": "5a7afc18f297-0", "text": "will c ome back to the notion o f qualified lead  (i.e., a le ad tha t you  belie ve can be y our customer ) and sales-r eady (i.e., a le ad tha t is  at the pur chase stage ) later during the semester . For this chapter ,  what is impor tant to understand is tha t, wi thout planning ahe ad  in ad vance wha t these 5 to 13 touchpoin ts will be, i t will be qui te  difficult to cr eate sales. The task o f a dig ital mar keter is thus  understanding ho w to bring pe ople thr ough a se t of smaller goals,  like visi ting a blog post, spending 3 minutes r eading the post, g iving  the c ompan y an email addr ess, opening the f irst email ( and so on ),  that will le ad them to achie ve certain milestones to ward making a  purchase. Other wise, a c ompan y will be f lying in the dar k, wi th no  clear str ategy as to ho w to mak e sales, apar t from put ting ads online  and cr eating c ontent.  For y our term pr oject, your goal is to cr eate a cle ar conversion  path c ompose d of thr ee inbound and thr ee outbound mar keting  activities. The y can be par t of the same pa th (see the e xample  in Figur e 4.7) or par t of dif ferent pa ths ( see Figur e 4.8  or text  description ), but y ou ne ed to think ahe ad to a se t of tac tics and  associa ted mar keting ac tivities tha t are cle arly link ed to making  people \u201cw alk\u201d along the pa th you\u2019ve created for them. I deally, your  path should indic ate wha t you ar e doing (i.e., y our tac tic) and wha t  you e xpect consumers to do (i.e., a goal).  Introduc tion to Dig ital S trategy  |  89", "source": "Page 99"}
{"id": "3d0af9be59ad-0", "text": "Figur e 4.7 Conver sion P ath \u2013 1st Ex ample  90  |  Introduc tion to Dig ital S trategy", "source": "Page 100"}
{"id": "7a0ded93869a-0", "text": "Figur e 4.8  Conver sion  Path \u2013 2nd  Example /  Text  Description  RACE for Competitive Analysis  The R ACE fr amework (Figur e 4.9 ; text description ) is hig hly useful in  creating a str ategy for dig ital mar keting c ampaigns. I t helps answ ers  questions such as the f ollowing:  \u2022 Reach: H ow do I bring visi tors to m y website?  \u2022 Act: How do I cr eate a posi tive user e xperienc e? How do I  transform visi tors in to le ads?  \u2022 Convert: How do I c onvert leads in to customers?  \u2022 Engage: Onc e I ha ve customers, ho w do I ensur e repeat  purchases? H ow can I le verage m y customers to par ticipa te in  my mar keting c ampaigns?  The str ategic value o f the R ACE fr amework also mak es it a gr eat  Introduc tion to Dig ital S trategy  |  91", "source": "Page 101"}
{"id": "5334810d90ec-0", "text": "tool to guide c ompe titive anal ysis. Y ou c an turn these questions  around to be tter understand the dig ital mar keting str ategy of your  compe titors:  \u2022 Reach: H ow is m y compe tition bring ing visi tors to their si te?  \u2022 Act: Onc e the y have visi tors on their w eb pr oper ties, ho w does  do the y create posi tive interactions? H ow do the y transform  visitors in to le ads?  \u2022 Convert: How do the y convert leads in to customers?  \u2022 Engage: H ow do the y ensur e repeat pur chases? H ow do the y  foster w ord-of-mouth and other c o-cr eation ac tivities?  92  |  Introduc tion to Dig ital S trategy", "source": "Page 102"}
{"id": "3d7590e37fbe-0", "text": "Figur e 4.9 R ACE / Text Description  Reach  Understanding ho w your c ompe titors bring in visi tors c an be o f  great use in cr afting y our o wn str ategy for attracting pe ople to y our  web pr oper ties. Questions to ask include  Introduc tion to Dig ital S trategy  |  93", "source": "Page 103"}
{"id": "54a2c31af38b-0", "text": "\u2022 How frequen tly are your c ompe titors running pr omotions?  What benef its do those pr omotions pr ovide to their customers  and poten tial shoppers, as w ell as their business?  \u2022 Are the y running c ontests online ? What kind?  \u2022 How ar e the y using their social me dia channels? H ow do the y  drive people fr om their social me dia channels to their w ebsite?  \u2022 What informa tion is include d in their mar keting banners and  callouts?  Act  Similar ly, an anal ysis o f your c ompe tition should include a be tter  understanding o f the user e xperienc e on their w ebsite. For this  stage, y ou c an answ er questions such as  \u2022 How ar e the y creating posi tive interactions on their pr oper ties  and tr ansforming visi tors in to le ads?  \u2022 Where are their c alls to ac tion thr oughout the br owsing  experienc e? What are the c alls to ac tion about?  \u2022 Do the y have a blog ? How frequen tly do the y post? W hat type  of informa tion do the y tackle ?  \u2022 What is the r ole o f content on their w ebsite? How does their  content differ fr om y ours?  Convert  The ne xt stage is to be tter understand ho w your c ompe tition  converts their le ads in to customers. T o understand this, i t is  impor tant to tak e the same steps a customer w ould: R egister f or  your c ompe titors\u2019 ne wsle tters, understand wha t happens onc e a  cart is abandone d, and anal yze persuasion a ttempts wi thin  94  |  Introduc tion to Dig ital S trategy", "source": "Page 104"}
{"id": "69b3db0bb7f8-0", "text": "webpages. T o assist y ou, questions y ou should be able to answ er  include:  \u2022 How do the y displa y their pr oduc ts and c ommunic ate de tails?  \u2022 How de taile d are their pr oduc t descriptions? W hat informa tion  do the y include ? What informa tion is missing ?  \u2022 Where are their c alls to ac tion thr oughout the br owsing  experienc e? What are those c alls to ac tion about?  \u2022 What happens in ne wsle tters? I s ther e a cle ar, planne d path  created to maximiz e sales? W hat is tha t path?  \u2022 Do the y have an abandone d-cart saver feature? If so, a t wha t  poin t do the y send the emails and wha t are the messages in  those emails?  \u2022 Is your c ompe tition retargeting visitors? Base d on wha t  variables?  Engage  To conclude y our c ompe titive anal ysis, be come a customer o f your  compe titors! Understand wha t happens onc e you bu y a pr oduc t.  See whe ther ther e exist f orums f or y our c ompe titors\u2019 br ands,  services, or pr oduc ts. H ow ar e consumers o f your c ompe titors  interacting online ? What are your c ompe titors doing to f oster such  interactions? H ere, you c an ask  \u2022 What happene d onc e you boug ht a pr oduc t?  \u2022 Do y our c ompe titors ha ve some sor t of a club ? Membership  program? Online f orum ?  \u2022 Do the y request r eviews? Ar e ther e consumer -gener ated  content (CGC) campaigns?  \u2022 Do the y have consumer appr eciation c ampaigns?  \u2022 Does their c ontent always talk onl y to ne w consumers, or to  existing ones as w ell?  Introduc tion to Dig ital S trategy  |  95", "source": "Page 105"}
{"id": "e6f21824aed3-0", "text": "Bringing Competitor Analysis T ogether  A gr eat appr oach to tr y to be tter understand y our c ompe titors  is to appr oach them as y ou w ould if y ou w ere a persona-r elated  consumer going thr ough the motions o f their journe y. This is a  different log ic fr om e valuating y our c ompe tition base d on other  strategic fr ameworks, such as SW OT. SWOT, inde ed, can be use d  to understand the str engths and w eaknesses o f your c ompe tition  as it relates to their dig ital mar keting r esour ces. B ut ne ver bef ore  were we able to anal yze exactly how our c ompe titors ar e oper ating.  Because e verything is ar chived online, and be cause y ou c an readily  have ac cess to mar keting ef forts such as ads and c ontent,  understanding y our c ompe titors\u2019 str ategic ef forts has per haps  never be en mor e ac cessible. T o conclude, to gather as much  (targeted) informa tion as possible , be sure to  \u2022 subscribe to their ne wsle tter/blog,  \u2022 follow them on social me dia,  \u2022 purchase a pr oduc t, pa ying a ttention to packag ing, bu ying  experienc e, and shipping time,  \u2022 put an i tem in y our c art and abandon the che ckout pr ocess,  \u2022 check their r eviews,  \u2022 hunt for their ads,  \u2022 follow their publici ty, and  \u2022 understand their backlinks.  96  |  Introduc tion to Dig ital S trategy", "source": "Page 106"}
{"id": "27b646eff663-0", "text": "Exer cises  You ar e a fitness c enter cr eating a c ampaign f or pe ople  who w ant to ge t back in to shape.  One o f the personas y ou ar e tar geting is A very.  Avery is a person living in a major Canadian ci ty center.  They are their la te twenties to e arly thir ties and ar e in the  top 20% in r evenue in their ci ty. With incr eased  responsibili ties a t work and a ne wborn, A very had put  exercising aside f or a f ew years. The y feel slugg ish, lack  ener gy, and miss ha ving a str onger c onne ction wi th their  body. With age, their bod y has also star ted to tr ansform,  and the y have star ted to f eel self -conscious about i t. To  reme diate this, the y want to ge t back in to exercising  weekly. The y don \u2019t have much time, and the y also don \u2019t  know much about w orking out or the mar ket\u2014for example,  wher e to w ork out or ho w to w ork out.  Introduc tion to Dig ital S trategy  |  97", "source": "Page 107"}
{"id": "4007261f62f8-0", "text": "Text Description  Social Me dia Analysis U sing RA CE  Using the R ACE fr amework, anal yze and c ompar e the  following thr ee Instagr am f itness c enter ac counts:  \u2022 @achie vefitnessboston  \u2022 @lifetime.lif e  \u2022 @goodlif efitness  Can y ou gr oup their posts in to RACE stages? W hat are  the obje ctives of these themes? W hat are the goals f or  consumers?  Think o f the implic ations f or gener ating a wareness,  attracting visi tors, cr eating le ads, c onverting le ads in to  customers, and gener ating engagemen t.  98  |  Introduc tion to Dig ital S trategy", "source": "Page 108"}
{"id": "b8aeecefc12e-0", "text": "Create a (Digital) J ourney Map  Integrate paid, o wned, and e arne d mar keting ac tivities  for a c ampaign f or your f itness c enter base d on the journe y  map pr ovided.  For one or t wo stages, ac complish the f ollowing ac tions:  \u2022 Start with the c oncr ete ac tions o f consumers.  \u2022 Identify oppor tunities.  \u2022 Transla te the oppor tunities in to concr ete  marketing ac tivities.  \u2022 Find a w ay to mak e each ac tivity a paid, o wned, and  earne d me dia ac tivity.    Introduc tion to Dig ital S trategy  |  99", "source": "Page 109"}
{"id": "710fd35aa92c-0", "text": "Reach: Gener ating A wareness  and Attr acting V isitors  PIERRE- YANN DOLBEC  Overview  In this chapter , we cover the str ategic bases associa ted wi th the  Reach stage. W e star t by covering the main obje ctives of the R each  stage and some KP Is associa ted wi th goals f or consumers. W e then  move our a ttention to discussing paid me dia ac tivities. T o do so, w e  first emphasiz e the ne cessity of building landing pages whene ver  we are creating mar keting c ampaigns and describe wha t landing  pages ar e. W e then turn our a ttention to the online e cosystem,  discussing elemen ts such as t ypes o f paid me dia ac tivities ( e.g.,  banner ad vertising, se arch ad vertising, af filiate mar keting, and  influenc er mar keting) and e xpand on pa ymen t models and t ypes o f  targeting tha t the ne w online e cosystem allo ws.  Learning O bjectives  Understand the R each stage, landing pages, dif ferent paid  media ac tivities, and k ey terms associa ted with pa ymen t  models and tar geting appr oaches.  100  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 110"}
{"id": "25beb18e3f26-0", "text": "Reach  Reach  is the f irst stage in the R ACE fr amework. It en tails the  public ation and pr omotion o f content in or der to dr aw visi tors to  our w ebsite. The t wo main obje ctives a t this stage ar e to build  awareness ( about y our w ebsite, br and, pr oduc ts, and /or ser vices)  and to bring visi tors in. W e do so b y using both inbound and  outbound mar keting ac tivities ( althoug h we will c oncentrate on the  latter in this chapter ) and thr ough paid, o wned, and e arne d me dia  touchpoin ts.  The goals w e have in mind f or pe ople a t this stage  might include  for them to c ome to our w ebsite fr om a SERP , stay on our w ebsite  once ther e, or click on our ads. I nternall y, we can ha ve obje ctives  like cr eating hig h-ranking pages and ads wi th a good ad sc ore  (brief ly, an ad quali ty score can le ad to lo wer pric es for your ads and  better plac emen ts on SERP s).  According ly, examples o f KP Is tha t are impor tant at this stage  include number o f unique visi tors, bounc e rate, clickthr ough for  ads, page a uthori ty, page r ank, and ad quali ty score.  In the r est o f this chapter , we will c over outbound mar keting  activities. S ince you should N ever S tart A Mar keting Campaign  Without a De dicated Landing P age (NSAM CWADLP), we star t our  review of paid mar keting ac tivities b y digg ing de eper in to landing  pages.  Landing P ages  A landing pag e is a c ampaign-spe cific page distinc t from y our main  website tha t has one goal and one link (ide ally, a call to ac tion).  \u2022 Cam paign specific : It is associa ted with a spe cific campaign.  Ideally, you mig ht also w ant to cr eate spe cific landing pages f", "source": "Page 111"}
{"id": "25beb18e3f26-1", "text": "Ideally, you mig ht also w ant to cr eate spe cific landing pages f or  Reach: Gener ating A wareness and A ttracting Visi tors  |  101", "source": "Page 111"}
{"id": "a539bbc9a6a9-0", "text": "specific ads. This allo ws y ou to be tter optimiz e conversion  rates b y practicing some str ategies w e will c over during the  Convert stage.  \u2022 Distinct fr om y our main w ebsite: you c annot ac cess i t from  any page o f your main w ebsite, but i t is still hoste d on y our  domain ( e.g., w ww.yourdomain.c om/landing-page-c ampaign- A).  \u2022 One g oal: Visi tors should be able to achie ve one thing and one  thing onl y. We will se e shor tly tha t landing pages c an ha ve as  an obje ctive either to ac quire leads or to r edirect visi tors to  some spe cific se ction o f your w ebsite.  \u2022 One link : Ther e is onl y one link tha t consumers c an click on  that page.  Types of Landing P ages  Two main t ypes o f landing pages e xist.  \u2022 clickthr ough landing pag e  \u25e6 The goal o f this landing page is to ha ve visi tors visi t a  specific se ction o f your w ebsite.  \u25e6 It is gener ally a sales pi tch to w arm visi tors up to wha t is  to come.  \u2022 lead g ener ation landing pag e  \u25e6 Your obje ctive her e is to gener ate le ads, and the goal f or  people on this landing page is to g ive you their personal  informa tion ( e.g., email addr ess).  \u25e6 It is thus t ypically a form-base d page.  \u25e6 Some times, an email addr ess is o ffered in e xchange f or  some pie ce of content or a fr ee ser vice, lik e a whi te paper ,  a webinar , a fr ee consulta tion, a disc ount, a c ontest, a fr ee  trial, or the oppor tunity to or der a pr oduc t bef ore others.  102  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 112"}
{"id": "2bd8537c6dbe-0", "text": "Figur e 5.1  Examples of  a  Clickthr ough  Landing  Page \u2013 Fit f or  Life Figur es 5.1 and 5.2 presen t examples o f clickthr ough landing pages,  and Figur es 5.3 and 5.4 presen t examples o f lead gener ation landing  pages.  Reach: Gener ating A wareness and A ttracting Visi tors  |  103", "source": "Page 113"}
{"id": "0ce404430d91-0", "text": "Figur e 5.2  Examples of  a  Clickthr ough  Landing  Page \u2013  Spotif y  Figur e 5.3  Example of a  Lead  Gener ation  Landing  Page \u2013 Fit f or  Life  104  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 114"}
{"id": "0bb94cbb44f9-0", "text": "Figur e 5.4  Examples of  a Lead  Gener ation  Landing  Page \u2013 U ber  Why U se Landing P ages?  Ad c ampaigns c an aim a t building a wareness, but the y are typically  associa ted wi th making c onsumers achie ve spe cific goals, such as  trying out so ftware for fr ee, registering f or an ac count, sending an  email to a c ompan y, or do wnloading a fr ee pie ce of content.  When running ads tha t ha ve such goals, sending visi tors to a  website is c ounterpr oduc tive: a w ebsite is not me ant to c onvert,  i.e., to mak e consumers achie ve a spe cific goal. I f consumers ar e  directed to a w ebsite, the y will be fac ed wi th hundr eds of poten tial  actions ( associa ted wi th the links a vailable on a w ebsite), one o f  which is the ac tion the y should be perf orming. I t becomes e asy f or  consumers to ge t lost.  Reach: Gener ating A wareness and A ttracting Visi tors  |  105", "source": "Page 115"}
{"id": "3350e694a81d-0", "text": "Figur e 5.5  Shopif y Ad Inc c omparison, landing pages ar e focuse d on help c onsumers  achie ve onl y one goal. The y facili tate conversion. The y do so b y  allowing to tailor the page to the e xact goal tha t users should  accomplish. This c an be achie ved, for example, b y offering a cle arer  message to c onsumers ( vs. bring ing c onsumers to a w ebsite), by  minimizing the poten tial ac tions the y can perf orm on the page, and  by ma tching the visuals o f an ad wi th tha t the landing page. W e will  delve in depth in to some o f these benef its of landing pages when  discussing c onversion optimiza tion in chapter 10 .  Take, for example, the ad f or Shopif y sho wn in Figur e 5.5 .  The goal f or consumers associa ted with this ad is to tr y Shopif y for  free and cr eate an online stor e toda y. How can w e maximiz e the  chanc es tha t consumers will do so ?  When cr eating this ad, the question tha t a dig ital mar keter fac es  is: wher e do I bring visi tors? I deally, you w ant to bring visi tors to  a plac e tha t will ensur e tha t the y will achie ve the goal o f trying  Shopif y.  A first option c ould be the homepage o f Shopif y sho wn in Figur e  5.6.  106  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 116"}
{"id": "91d392c99101-0", "text": "Figur e 5.6  Shopif y  Homepage  Althoug h this page has a bo x at the v ery top tha t inci tes pe ople  to tr y out Shopif y for fr ee, visi tors ar e also o ffered a wide arr ay  of compe ting ac tions. The y can click an y of the links a t the top o f  the page (\u201cS tart,\u201d \u201cSell, \u201d \u201cMar ket,\u201d \u201cManage, \u201d \u201cPricing, \u201d and \u201cLe arn\u201d);  they can scr oll do wn to le arn mor e about Shopif y, and a t the v ery  bottom, the y can also ac cess inf orma tion such as \u201c About\u201d Shopif y  and \u201c Terms and Condi tions. \u201d In shor t, the y can do a lot mor e than  simpl y trying Shopif y for fr ee.  Over time, dig ital mar keters ha ve learne d tha t one o f the e asiest  ways to ensur e tha t visi tors will do wha t you w ant them to do is  to limi t the possibili ties to just the one ac tion y ou w ant visi tors to  take\u2014in this c ase, signing up to tr y Shopif y for fr ee. The char t in  Figur e 5.7 exemplif ies this b y sho wing the c onversion r ate vs. the  number o f links on a page.  Reach: Gener ating A wareness and A ttracting Visi tors  |  107", "source": "Page 117"}
{"id": "bbf9ccb9ab45-0", "text": "Figur e 5.7 AR Conver sion  For this r eason, the Shopif y ad doesn \u2019t redirect consumers to the  Shopif y homepage. Ra ther, the y created a de dicated landing page  wher e the onl y possible  thing f or visi tors to do af ter clicking the ad  is to star t their fr ee trial. Figur e 5.8  shows the landing page.  108  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 118"}
{"id": "8e46c92f2414-0", "text": "Figur e 5.8  Shopif y  Landing  Page  By focusing visi tors\u2019 a ttention to the task a t hand (i.e., tr ying Shopif y  for fr ee), we can maximiz e the conversion r ate, i.e., the number  of visi tors who will achie ve the goal w e want them to achie ve. A  metric cr eated to be tter understand the r elationship be tween the  number o f possible ac tions on a w ebsite and the number o f goals  for consumers is the a ttention r atio. Figur e 5.9  demonstr ates ho w  a website has a high atten tion r atio (i.e., man y possible ac tions vs.  what you w ant consumers to be doing) and wh y a landing page  is ide al for pushing visi tors to perf orm the ac tion w e want them  to perf orm. L anding pages should ha ve an a ttention r atio o f 1:1,  meaning one possible ac tion to one goal.  Reach: Gener ating A wareness and A ttracting Visi tors  |  109", "source": "Page 119"}
{"id": "5a81e15eaf64-0", "text": "Figur e 5.9 Landing P age \u2013 A ttention Ratio  Building a Landing P age  A landing page has f ive basic elemen ts: First, a unique selling  proposi tion (USP ), a \u201cunique \u201d benef it offered by the pr oduc t or the  service (I put unique in quota tion mar ks be cause c ompanies usuall y  presen t a benef it wi thout i t being unique ). The USP is typically  communic ated thr ough a he adline and a subhe adline tha t explain  the v alue and purpose o f the pr oduc t or ser vice. It is also some times  reinforced in a mid-page sta temen t and  a closing ar gumen t at the  bottom o f the page. Se cond, a hero shot , which is a visual associa ted  with the pr oduc t or ser vice. Thir d, a benefi t sta temen t that explains  how the pr oduc t or br and helps c onsumers, t ypically using bulle t  poin ts or small par agraphs. Four th, social pr oofing such as  110  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 120"}
{"id": "e5a95edccdc2-0", "text": "Figur e 5.10  Basic  Elements of a  Landing  Page \u2013  Shopif y  Example testimonials, a wards, clien t list, or me dia logos, and f inally, fifth, one  link, t ypically a c all to ac tion.  Let\u2019s see these f ive elemen ts in a r ecent Shopif y landing page  (Figur e 5.10 ).  Paid Me dia Activities  Digital mar keters t ypically ad vertise online thr ough advertising  netw orks, such as Goog le AdSense, and advertising ex chang es,  such as Goog le AdX ( the dif ferences be tween these ar e summariz ed  succinctly here but ar e outside o f the sc ope o f this c ourse ).  Althoug h these t wo appr oaches to pr oviding ad vertising spac e to  advertisers dif fer, from an ad vertiser\u2019 s perspe ctive, both pr ovide an  entry poin t wher e ad vertising spac e can be pur chase d. N etworks,  for e xample, aggr egate ad spac e acr oss w ebsites and sells this  inventory to ad vertisers.  Nowadays, much o f ad vertising spac e is sold thr ough  programma tic bu ying , the a utoma ted pur chasing o f dig ital  advertising spac e. W hen mar keters pur chase spac e thr ough the  Facebook Ads or Goog le Ads pla tforms, f or e xample, the y ar e  making use o f programma tic bu ying. These pla tforms ha ve be en  transforme d in r ecent years b y the use o f algori thms and pr edictive  analyses to help iden tify the optimal plac emen t of ads to r each  Reach: Gener ating A wareness and A ttracting Visi tors  |  111", "source": "Page 121"}
{"id": "0133efc64c96-0", "text": "specific obje ctives. Fac ebook Ads, f or e xample, g ives ad vertisers  options such as r each, a wareness, or le ad gener ation c ampaigns.  Choosing a spe cific obje ctive will inf luenc e wher e ads will be plac ed  (i.e., who will se e the ads ) to maximiz e the ef fectiveness o f the ad  campaign.  We no w turn our a ttention to dif ferent ways o f reaching  customers. M ore precisel y, we will brief ly cover banner ad vertising,  search ad vertising, social me dia ad vertising, af filiate mar keting, and  influenc er mar keting.  Banner Advertising  Banner ads  are images or anima tions tha t ad vertise br ands,  produc ts, and ser vices on w ebsites. The y can be lik ened to the ads  one w ould f ind in ne wspapers and magazines. Man y types o f banner  ads e xist, including the f ollowing:  \u2022 standar d banner s: standar d siz es (measur ed in pix els) for  static, anima ted, and rich me dia banner ad verts  \u2022 interstitial banner s: shown be tween pages on a w ebsite or ,  more often, be tween scr eens on an app  \u2022 pop-up ads:  pop up, or under , the w ebpage being vie wed; open  in a ne w, smaller windo w  \u2022 floating ad verts:  appe ar in a la yer over the c ontent but not in a  separ ate windo w  \u2022 wallpaper ad verts:  change the backgr ound o f the w ebpage  being vie wed; ma y be clickable  \u2022 map ad verts:  placed on an online map, such as Goog le Maps;  usuall y base d on k eywords  \u2022 native con tent ads:  the online v ersion o f advertorials, wher e  the ad vertiser pr oduc es content tha t is in line wi th the  editorial st yle of the si te but is sponsor ed or in some w ay  produc t-endorse d by the br and  112  |", "source": "Page 122"}
{"id": "0133efc64c96-1", "text": "w ay  produc t-endorse d by the br and  112  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 122"}
{"id": "d10685651d77-0", "text": "Figur e 5.11  Banner A d Figur e 5.11  shows an e xample o f a standar d banner ad.  Figur e 5.12  shows an e xample o f an in tersti tial banner ad.  Figur e 5.12 I nterstitial  Figur e 5.13  shows an e xample o f a pop-up ad.  Reach: Gener ating A wareness and A ttracting Visi tors  |  113", "source": "Page 123"}
{"id": "33a7fa1fd302-0", "text": "Figur e 5.13  Pop-Up Ad  Figur e 5.14  Floating A d  Figur e 5.14  shows an e xample o f a floating ad.  Figur e 5.15  shows an e xample o f wallpaper ad.  114  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 124"}
{"id": "2a54706b970b-0", "text": "Figur e 5.15  Wallpaper  Figur e 5.16  Map  Figur e 5.17  Native  Figur e 5.16  shows an e xample o f a map ad.  Figur e 5.17  shows an e xample o f a na tive ad.  Reach: Gener ating A wareness and A ttracting Visi tors  |  115", "source": "Page 125"}
{"id": "3177ec1b64d7-0", "text": "Search Advertising  In comparison to SEO , sear ch ad vertising  entails gaining tr affic on  SERP s by bidding on k eywords. Se arch ad vertising is also r eferred  to as P PC ad vertising be cause o f the mode o f paymen t: Ad vertisers  typically pay search eng ines f or each click their ad r eceives.  Search ads ar e sold and deliv ered on the basis o f keywords.  Advertisers de cide on se ts of keywords the y would lik e their ad to  show up f or, and when users se arch for these terms, their ad mig ht  show up. K eywords ar e sold thr ough an a uction pr ocess. As a r esult,  industries wi th very hig h customer lif etime v alue, such as insur ance  or mor tgage f irms, c an pa y up ward of $50 per click.  To be tter understand ho w to bid f or k eywords, le t\u2019s watch the  following vide o, which e xplains ho w the Goog le se arch ad a uction  works.  A YouTube element has been e xcluded fr om this ver sion of the  text. You can view it online her e:  https:/ /opente xtbooks. concor dia.ca/digitalmar keting/?p=348  116  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 126"}
{"id": "2b7a1d604413-0", "text": "Using se arch ads r equires c ombining thr ee main elemen ts: the  keywords you w ant your ad to sho w for, your ad (i.e., a he adline or  two, a URL, and a description ), and a landing page. I n shor t, you  buy keywords tha t will be use d by a se arch eng ine to displa y your  ad when pe ople se arch for those k eywords. Y our ad ne eds to be  relevant to the se arch and a ttractive to the c onsumer . When y our  ad is click ed, you dir ect consumers to y our landing page.  The guidelines f or wri ting ef fective search ads ar e similar to those  for wri ting ef fective page ti tles and me ta descriptions. This is the  only elemen t tha t users will se e on SERP s, and i t is ther efore  impor tant to mak e it as a ttractive as possible. First, the ad should  ideally tar get a cle ar ne ed or goal tha t consumers ha ve, dependen t  on wher e the y are in their journe y. Is the c onsumer looking f or  informa tion? Comparison tools? T o pur chase some thing ? How can  your ad help the c onsumer achie ve their goal? Se cond, the ad  should ha ve a cle ar call to ac tion.  Searches f ollow a long-tail distribu tion (Figur e 5.18 ; te xt  description here). This has implic ations when doing se arch ads:  Most c onsumers mig ht be using generic, hig h-volume k eywords,  while others mig ht be using h yper -precise, lo w-volume k eywords.  Althoug h bidding on hig h-volume k eywords mig ht seem lik e a good  strategy, it comes wi th dr awbacks. First, these k eywords ar e lik ely  more expensiv e. Se cond, the y are less lik ely to bring quali ty traffic.  By quali ty tr affic , I me an visi tors who c an e ventuall y become y our  customers. This is par ticular ly impor tant for se arch ad vertising,", "source": "Page 127"}
{"id": "2b7a1d604413-1", "text": "our  customers. This is par ticular ly impor tant for se arch ad vertising,  because e ach visi tor is associa ted wi th a spe cific cost. De vising  effective se arch ad vertising c ampaigns thus en tails balancing  volume and quali ty: Bringing in enoug h visi tors tha t can bu y your  produc t or ser vice but making sur e tha t visi tors who w on\u2019t bu y it  don\u2019t click on y our ad.  To do so, f irms t ypically combine hig h-volume and lo w-volume  keywords to tailor their se arch ads to visi tors who c an poten tially  be customers. This helps le ad gener ation ef forts do wn the line while  ensuring mor e cost-ef fective search ad c ampaigns.  Reach: Gener ating A wareness and A ttracting Visi tors  |  117", "source": "Page 127"}
{"id": "0ed403068e46-0", "text": "Figur e 5.18 Longtail K eywor ds and Conver sion Rate / Fr om  https:/ /www .semrush. com/kb/685-what-ar e-long-tailed-k eywor ds / Text  Description  After de ciding on k eywords, y ou c an choose ho w keywords will be  matche d to spe cific se arches. Four main t ypes o f ma tch e xist: br oad  match, phr ase ma tch, e xact ma tch, and nega tive ma tch.  A broad ma tch shows y our ad f or an y search tha t contains the  keyword(s) you ar e bidding on, and an y other k eyword in an y order,  as w ell as v ariations on y our k eywords such as misspellings,  synon yms, singular and plur al forms, stemming ( e.g., a se arch for  \u201cflooring\u201d will ma tch \u201cf loor\u201d), r elated searches and other v ariations.  For e xample, le t\u2019s assume y ou ar e bidding on the k eyword \u201cki tten\u201d  using a br oad ma tch. An y search c ontaining a v ariation on \u201cki tten\u201d  would sho w your ad, such as \u201cki ttens, \u201d \u201ckitten photos, \u201d or \u201c adopt a  kitten.\u201d  Associa ted wi th br oad ma tch ar e broad ma tch modifier s, which  allow mor e control over ma tches b y including some other ne cessar y  keyword. For e xample, if y ou w ant your ad to be sho wn onl y for  searches tha t contain both \u201c adopt\u201d AND \u201cki tten,\u201d you c an spe cify  118  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 128"}
{"id": "aee4c6850c4d-0", "text": "that. Your ad c ould then sho w for se arches such as \u201c adopt a ki tten,\u201d  \u201chow to adopt a ki tten,\u201d or \u201cbest ki tten to adopt. \u201d  Phrase ma tch shows y our ad onl y for se arches tha t include the  exact phr ase ( or close v ariations o f tha t exact phr ase wi th addi tional  words bef ore or af ter). For e xample, le t\u2019s assume y ou ar e bidding  on the key phr ase \u201chow to adopt a ki tten.\u201d Your ad c ould sho w for  searches such as \u201cho w to adopt a ki tten no w\u201d or \u201cbest w ays ho w to  adopt a ki tten.\u201d  Exact ma tch only sho ws y our ad f or se arches tha t use the e xact  phrase, or close v ariations o f it, and no other w ords. For e xample,  the k ey phr ase \u201c adopt a ki tten\u201d will ma tch the se arches \u201c adopt a  kitten\u201d and poten tial misspellings ( e.g., \u201c adopt a ki tten\u201d).  Negative ma tch prevents your ad fr om being sho wn when c ertain  keywords ar e include d, such as k eywords tha t mig ht cater to  customers se arching f or a dif ferent produc t. For e xample, le t\u2019s say  you\u2019re an optome trist who sells e yeglasses. I n this c ase, y ou ma y  want to add nega tive keywords for se arch terms lik e \u201cwine g lasses\u201d  and \u201c drinking g lasses. \u201d  A few me trics tha t are impor tant for e valuating y our suc cess  when doing se arch ad vertising include the f ollowing:  \u2022 clickthr ough rate (CTR ): the per centage o f impr essions tha t  turn in to clicks ( clicks /impr essions )  \u2022 conversion r ate: the per centage o f clicks tha t turn in to  conversions ( conversions /clicks )  \u2022 cost per click ( CPC) : the amoun t of mone y you\u2019re spending on  each click", "source": "Page 129"}
{"id": "aee4c6850c4d-1", "text": "click ( CPC) : the amoun t of mone y you\u2019re spending on  each click ( spend /clicks )  \u2022 cost per acquisi tion ( CPA): the amoun t of mone y you\u2019re  spending on e ach c onversion ( spend /conversions )  Social Me dia Advertising  Social me dia has be come c entral to most c onsumers\u2019 liv es. In some  Reach: Gener ating A wareness and A ttracting Visi tors  |  119", "source": "Page 129"}
{"id": "af6d26a6868d-0", "text": "countries, social me dia ne tworks ha ve be come synon ymous wi th  the in terne t, to the poin t wher e \u201cman y use the in terne t without  realizing i t\u201d (Pew 2019 ). Social me dia has also fuele d consumer  content co-cr eation ef forts (or \u201cuser -gener ated content\u201d), and w e  can no w publish our o wn c ontent and shar e the c ontent of others.  Man y social me dia businesses r ely on the w ork of consumers ( e.g.,  without us posting c ontent and images, ther e would be no r eason to  use I nstagr am or Fac ebook).  Ther e are man y pla tforms f or ad vertising on social me dia, wi th  new ones ac cumula ting millions o f users in e ver-shor tening periods  of time (TikT ok being a prime e xample o f the la tter). As w e favor  a str ategic outlook, a r eview of all e xisting social me dia pla tforms  is outside o f the sc ope o f this chapter , but the f ollowing links g ive  precise instruc tions on ho w to post an ad on e ach o f the major ones:  \u2022 Facebook  \u2022 Instagr am  \u2022 Twitter  \u2022 Pinterest  \u2022 Link edIn  \u2022 Snapcha t  The v ariety of social pla tforms has an impor tant implic ation when  using them to ad vertise: the impor tanc e of understanding social and  visual norms in or der to cr eate impac tful c ampaigns. Social norms  refer to wha t is c onsider ed acceptable beha vior on a social pla tform.  Understanding the social customs, shar ed ac tions, and beha viors  that are standar d for a pla tform is also impor tant. Mar keters tha t  understand these ha ve be en able to cr eate suc cessful c ampaigns  around them, such as the Guess #inm ydenim  campaign tha t use d  the \u201ctr ansforma tion\u201d trend, the #JLo TikT okChallenge  that use d the  challenge", "source": "Page 130"}
{"id": "af6d26a6868d-1", "text": "tion\u201d trend, the #JLo TikT okChallenge  that use d the  challenge customs, and the Dori tos #Cool Ranch Dance campaign  that leveraged TikT ok danc es and the c apabili ties o f the pla tform o f  using songs.  This appr oach o f capitalizing on norms and customs is f ound  120  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 130"}
{"id": "95cf8fbe37ee-0", "text": "throughout social me dia pla tforms. Old S pice, for example, tailor ed  its ad vertising ef forts to e ach pla tform and o ffers man y good  examples. The br and cr eated one o f the f irst ic onic ad c ampaigns  by emphasizing t wo-way interactions and vide o sharing c apabili ties  on Y ouTube, wi th a r esponse c ampaign associa ted wi th their ad  \u201cThe Man Y our Man Could S mell Lik e.\u201d The y transla ted the Twitch  Plays Pok\u00e9mon  phenomenon, wher e thousands o f users dir ect vide o  gamers to perf orm c ertain ac tions to cr eate a c ampaign wher e  Twitch users c ould c ontrol the ac tions o f a man f or thr ee da ys  for the Nature Ad venture campaign. And the y use d the ide a of gif  wars on Imgur and the pla tform\u2019s up vote c apabili ty to cr eate the  Smellmi tmen t campaign.  These c ampaigns all f ollowed the same pr ecepts: The y engage d  with the norms and customs o f the pla tform the y use d. The y  created ads tha t aime d to gener ate a c onversation wi th users r ather  than solel y talking about the pr oduc t. And the y leveraged the  technolog ical spe cificities o f each pla tform ( e.g., songs f or TikT ok,  turning c ommen ts in to c ontroller inputs f or Twi tch, and using  upvotes on I mgur ).  Social Me dia and RA CE  Social me dia has also be come one o f the main pillars f or ad vertising,  and i t can suppor t most o f the obje ctives of the dif ferent stages o f  the R ACE fr amework. Tha t is, using social me dia f or ad vertising c an  help wi th incr easing a wareness, bring ing visi tors, cr eating le ads,  converting le ads to customers, f ostering lo yalty, and engag ing  customers in c o-cr eation ac tivities. This is w ell", "source": "Page 131"}
{"id": "95cf8fbe37ee-1", "text": "and engag ing  customers in c o-cr eation ac tivities. This is w ell exemplif ied by the  social me dia ad obje ctives tha t most pla tforms ask y ou to choose  from when star ting an ad vertising c ampaign. T ake, for e xample,  Facebook ad obje ctives (Figur e 5.19 ; text description here).  Reach: Gener ating A wareness and A ttracting Visi tors  |  121", "source": "Page 131"}
{"id": "2fd03cddf944-0", "text": "Figur e 5.19  Facebook A d  Objectives /  Text  Description  Facebook has divide d its ad obje ctives in to thr ee categories tha t  almost perf ectly align wi th the R ACE fr amework: \u201cAwareness\u201d is  associa ted wi th Reach, \u201c Consider ation\u201d with Ac t, and \u201c Conversion \u201d  with Con vert. Le t\u2019s examine e ach obje ctive in mor e detail.  Under the A wareness c ategor y, brand a wareness  \u201cincr eases  overall awareness f or your br and b y sho wing ads to pe ople who ar e  more likely to pa y attention to them, \u201d and reach  \u201cshows ads to the  maximum number o f people in y our a udienc e while sta ying wi thin  your budge t.\u201d  What is the dif ference? While both align wi th R each obje ctives,  brand a wareness is designe d to help ad vertisers f ind the a udienc es  most lik ely to r ecall their ads. The goal is to incr ease br and r ecall,  and this ties to Fac ebook \u201cEstima ted ad r ecall lif t.\u201d Reach maximiz es  the number o f unique pe ople who will se e your ad while c apping the  frequenc y of impr essions ( e.g., one a da y).  Obje ctives in the Consider ation c ategor y overlap wi th all thr ee  stages.  Traffic  addr esses a R each obje ctive as i t aims to gr ow \u201cthe  number o f pe ople who ar e visi ting y our si te, app or M essenger  conversation, \u201d but i t is also associa ted wi th Ac t because i t aims a t  \u201cincr easing the lik elihood the y\u2019ll tak e a v aluable ac tion when the y  get ther e.\u201d  Engagemen t can be se en as both an Ac t and an Engage ac tivity: it  wants to \u201c get mor e pe ople to f ollow your page or engage wi th your  122  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 132"}
{"id": "63188fe9e772-0", "text": "posts thr ough commen ts, shar es and lik es. Y ou c an also choose to  optimiz e for mor e event responses or o ffer claims. \u201d  App installs  can be se en as both Ac t and Con vert ac tivities  (depending on the str ategic goal o f having pe ople install y our app; if  the app is fr ee and pur chases happen wi thin i t, it\u2019s a le ad gener ation  activity; if i t is a paid app, i t\u2019s a c onvert activity).  Lead g ener ation includes a menu wher e users c an dir ectly en ter  their personal inf orma tion. I t is an Ac t activity tha t aims a t creating  leads.  In the last c ategor y, Conversion ads  align wi th the Con vert stage  by helping ad vertising to c onvert users in to customers.  These c ategories use the Fac ebook ad deliv ery algori thm  differently, with Awareness obje ctives tar geting ads to pe ople mor e  likely to r espond to A wareness gener ation and Con version  objectives to pe ople mor e lik ely to c onvert. Some obje ctives also  offer spe cific types o f ads, such as a c atalog ( catalog sales ), a f orm  (lead gener ation), or a r edirection to app installs ( app installs ).  The last impor tant strategic pie ce to c over associa ted with social  media is their targeting  capabili ties, or ho w the y allo w you to  displa y ads to spe cific gr oups o f people. All pla tforms will allo w  you to tar get your ads base d on k ey customer v ariables, such as  demogr aphics, loc ation, and in terests, and e ach also has some  specific tar geting c apabili ties. For e xample, Link edIn allo ws y ou to  use Link edIn a udienc e segmen ts to pr ogramma tically reach  professional a udienc es base d on their c ompan y siz e, seniori ty,  professions, and other k ey professional v ariables.", "source": "Page 133"}
{"id": "63188fe9e772-1", "text": "e, seniori ty,  professions, and other k ey professional v ariables.  Most pla tforms allo w for beha vioral tar geting , wher e ads ar e  deliv ered base d on pur chase beha viors or in tents or pe ople who  have a spe cific kind o f conne ction to y our page, app, gr oup, or  event. For e xample, ad vertisers c ould tar get any users tha t have  engage d wi th their c ontent acr oss the Fac ebook famil y of apps and  services.  After Fac ebook in troduc ed the hig hly useful Lookalike audience  option in 2013, other major ad vertisers such as Goog le followed  suit. Lookalik e audienc es use pla tforms\u2019 algori thms to cr eate gr oups  Reach: Gener ating A wareness and A ttracting Visi tors  |  123", "source": "Page 133"}
{"id": "338930bc68cc-0", "text": "on social ne tworks tha t resemble other gr oups. This is a ne w and  unique w ay to tar get tha t was ne ver bef ore possible and c an help  companies une arth some gr oup o f consumers who w ould be hig hly  qualif ied but ha ve not y et be en iden tified by the c ompan y. A  lookalik e audienc e could be base d on a pr eviousl y hig hly engage d  audienc e (i.e., f inding another gr oup o f consumers tha t shar es some  commonali ties tha t will also mak e them hig hly engage d) or an  existing segmen t of customers.  Paymen t struc tures for social me dia ad vertising ar e typically one  of the f ollowing:  \u2022 CPM (cost per thousand) : Pay every time 1, 000 users vie w your  ad.  \u2022 CPC ( cost per click ): Pay when a user clicks on y our ad.  \u2022 CPA (cost per action or cost per acquisi tion): Pay onl y when  an ad vert deliv ers an ac quisi tion af ter the user clicks on the  advert (definitions o f acquisi tions v ary depending on the si te  and c ampaign and ma y be a user f illing in a f orm, do wnloading  a file or bu ying a pr oduc t).  Influenc er and Affiliate Mark eting  Influencer mar keting \u2014a f orm o f social me dia mar keting tha t  capitalizes on pe ople or or ganiza tions wi th lar ge followings who  exert some sor t of influenc e over others be cause o f their e xper tise  or charisma\u2014has be come both a mar keting and a socie tal  phenomenon. Ther e were mor e than 3. 7 million ads b y inf luenc ers  on Instagr am in 2018, and some estima te tha t the mar ket will r each  US$10 billion b y 20 20 (Wired 2019 ). Nine ty per cent of Instagr am  campaigns in 2018 use d micr o-inf luencer s, influenc ers who", "source": "Page 134"}
{"id": "338930bc68cc-1", "text": "campaigns in 2018 use d micr o-inf luencer s, influenc ers who ha ve  some wher e be tween 1, 000 and 100 ,000 f ollowers ( HubSpot 2019 ).  Micr o-inf luenc ers r epresen t about 25% o f the I nstagr am user base,  or about 250 million pe ople ( Mention.c om 2018 ). While most micr o- 124  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 134"}
{"id": "5f9c7cf37bd7-0", "text": "influenc ers char ge a f ew hundr ed dollars per post, top ones c an  char ge up ward of US$50 ,000.  Althoug h inf luenc ers c an be use d thr oughout all R ACE stages,  they historic ally ha ve be en use d as an a wareness gener ation  channel. Ev en toda y, most o f the main obje ctives repor ted by brands  for the use o f inf luenc ers r elate to the R each stage, such as  impr oving br and a wareness, shar e of voice, reaching ne w audienc es,  and manag ing r eputa tion ( Fipp 2017 ). Ov er the last f ew years, ther e  has be en a tr end to ward mo ving mar keting budge ts away from top  influenc ers to micr o-inf luenc ers, who ar e belie ved to ha ve a  stronger c onne ction wi th their f ollowers and thus gener ate  stronger engagemen t (Wired 2017 ).  Ideally, when planning f or an inf luenc er campaign, f irms should  aim to choose inf luenc ers who c orrespond to the siz e of their  business. I t is e asier f or smaller f irms to cr eate relationships wi th  micr o-inf luenc ers, and these individuals mig ht suppor t the f irms\u2019  goals if a trusting r elationship c an be establishe d. To facili tate the  internal managemen t of inf luenc er campaigns, i t can be useful to  create inf luenc er personas, i.e., personas tha t represen t the kind o f  influenc er the f irm should aim to r ecruit for their c ampaigns. Firms  should aim to f ind inf luenc ers tha t align wi th their br and iden tity,  can r esona te wi th the br and\u2019s customers, and c an help the f irm  achie ve their obje ctives (i.e., per haps dif ferent inf luenc ers c an help  achie ve dif ferent obje ctives, whe ther i t is r eaching a wide number  of", "source": "Page 135"}
{"id": "5f9c7cf37bd7-1", "text": "ferent obje ctives, whe ther i t is r eaching a wide number  of consumers, gener ating le ads, or c onverting le ads to customers ).  Firms should also suppor t inf luenc ers\u2019 ef forts b y pr oviding  marketing ma terials. Some inf luenc ers mig ht want to w ork wi th  firms to align the f irm\u2019s interests and obje ctives wi th theirs. For  example, man y inf luenc ers r epor t onl y taking on clien ts tha t  represen t their v alues or whose pr oduc ts the y alr eady lik e. W hen  choosing inf luenc ers, ask y ourself:  \u2022 Who ar e their f ollowers? Ar e their f ollowers m y tar gets?  \u2022 Are the y real?  \u2022 Do the y release quali ty content? (Tha t can be ma tche d with  Reach: Gener ating A wareness and A ttracting Visi tors  |  125", "source": "Page 135"}
{"id": "267878d5fe75-0", "text": "your pr oduc t?)  \u2022 Have the y worked with your c ategor y? Wi th a c ompe titor?  \u2022 Do the y promote pr oduc ts often? How do their f ollowers  react?  \u2022 What pla tforms ar e the y on?  \u2022 Can y ou use their c ontent?  \u2022 How long does their c ontent sta y online ?  Two main r outes e xist f or recruiting inf luenc ers: using influenc er  agencies, ne tworks, or pla tforms , which c entralize in teractions  between a f irm and man y inf luenc ers or c ontacting inf luenc ers  directly. If reaching out dir ectly, mak e sur e to send personaliz ed  messages tha t cle arly sho w tha t you understand who the inf luenc er  is and wh y you se e a f it between y our br and and the inf luenc er\u2019s  brand. Dif ferent inf luenc ers ha ve dif ferent goals: some mig ht want  to push pr oduc ts the y str ongly belie ve in, some mig ht want to be a  positive inf luenc e on their f ollowers, and some mig ht be in i t for the  mone y (Kozine ts et al. 2010 ). This should pla y a role in ho w you \u201csell\u201d  your c ampaign to an inf luenc er.  The main pa ymen t struc ture for inf luenc ers is pay per post ,  which v aries depending on the domain or the inf luenc er. In 2017 ,  according to influenc e.co, paymen ts averaged US$217 per post,  which c ould be br oken do wn as f ollows, wi th inf luenc ers wi th fewer  than 1, 000 f ollowers c ommanding 83$ per post and those wi th m ore  than 100 ,000 f ollowers, 763$ per post. P osts me diated by The  Influenc e Agenc y cost mor e, ranging fr om 2,000$ to 10 ,000$ per  post b y inf luenc ers wi th mor e than 100 ,000 f", "source": "Page 136"}
{"id": "267878d5fe75-1", "text": "per  post b y inf luenc ers wi th mor e than 100 ,000 f ollowers. B log  collabor ations ar e pric ed by the number o f mon thly impr essions the  blog r eceives:  \u2022 10,000 mon thly impr essions: 175$  \u2022 100,000 to 500 ,000 mon thly impr essions: 500$  \u2022 500,000+ mon thly impr essions: 1, 000$ to 5, 000$  Other pa ymen t struc tures include  pay per lead, pa y per  126  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 136"}
{"id": "ed4d3332602e-0", "text": "engagemen t (when a user perf orms an ac tion associa ted wi th a  post, such as a click, a c ommen t, or a shar e), or pay per view .  Influenc ers lik e Zoella  often cr eate a r evenue str eam b y  participa ting in affilia te pr ograms, an \u201c agreemen t in which a  business pa ys another business or inf luenc er (\u2018the af filiate\u2019) a  commission f or sending \u2026 sales their w ay\u201d (Hubspot ). Ther e are  man y dif ferent appr oaches to af filiate mar keting, such as  comparison-shopping w ebsites, c oupon w ebsites, email lists, or  reward websites (Authori ty Hacker 20 20). Affiliate mar keting dif fers  from inf luenc er mar keting in tha t it is o verwhelming ly focuse d on  the Con vert stage: S ince pa y is t ypically associa ted wi th making  sales, af filiates aim to c onvert people to sales. Ther e are, ho wever,  affiliate pr ograms tha t pay per le ad (and henc e par ticipa te in the  Act stage ) and others tha t pay per visi t (and henc e par ticipa te in the  Reach stage ).  Affiliate mar keting w orks as f ollows: An ad vertiser , a c ompan y  that sells a pr oduc t or a ser vice, offers to pa y a thir d par ty (e.g.,  a blogger or a c oupon w ebsite) to help them pr omote and sell  produc ts and ser vices. The af filiate conduc ts online ac tivities in  order to sell pr oduc ts or ser vices. For e xample, Figur e 5.20  shows  a blog post in which Zoella pr esen ts her \u201c 10 sc ary reads\u201d f or  Halloween. Each book is associa ted wi th the af filiate pr ogram  Reward Style. Let\u2019s say a r eader r eads this blog post, lik es the sound  of a book, clicks on the link f or tha t book, and pur chases i", "source": "Page 137"}
{"id": "ed4d3332602e-1", "text": "of a book, clicks on the link f or tha t book, and pur chases i t: Zoella  will then r eceive a small per centage o f the sale f or helping mak e this  sale happen.  Reach: Gener ating A wareness and A ttracting Visi tors  |  127", "source": "Page 137"}
{"id": "aad90e009f3d-0", "text": "Figur e 5.20  Affiliate  Marketing  Example  You c an typically easily iden tify whe ther a link is par t of an af filiate  program or not. For e xample, f or Zoella, the link looks lik e this:  https:/ /rstyle.me /+U7 XZh4a YDVf0s7el U5SykA. We can thus se e  that it is associa ted wi th the R eward Style pr ogram. Af filiate  programs will cr eate dif ferent types o f links, which t ypically include  the publisher ( affiliate) website ID ( or PID), the ad id ( AID), and the  shopper ( or visi tor) ID ( or SID ). This allo ws tr acking o f sales acr oss  publishers, ads, shoppers, and r eward affiliates ac cording ly.  The t wo main pa ymen t struc tures tha t exist f or af filiates ar e the  following:  \u2022 PPS (pa y per sale ): The ad vertiser pa ys the publisher a  percentage o f the sale tha t was cr eated by a customer r eferred  by the publisher ( revenue sharing model).  \u2022 CPA (cost per acquisi tion/cost per action /cost per lead):  The  advertiser pa ys onl y when an ad vert deliv ers an ac quisi tion  after the user clicks on the ad vert. Def initions o f acquisi tions  vary depending on the si te and c ampaign. I t ma y be a user  filling in a f orm, do wnloading a f ile or bu ying a pr oduc t.  128  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 138"}
{"id": "7a0131664009-0", "text": "Exer cises  As in the pr evious chapter\u2019 s exercise, y ou ar e a fitness  center cr eating a c ampaign f or pe ople who w ant to ge t  back in to shape.  One o f the personas y ou ar e tar geting is A very.  Avery is a person living in a major Canadian ci ty center.  They are their la te twenties to e arly thir ties and ar e in the  top 20% in r evenue in their ci ty. With incr eased  responsibili ties a t work and a ne wborn, A very had put  exercising aside f or a f ew years. The y feel slugg ish, lack  ener gy, and miss ha ving a str onger c onne ction wi th their  body. With age, their bod y has also star ted to tr ansform,  and the y have star ted to f eel self -conscious about i t. To  reme diate this, the y want to ge t back in to exercising  weekly. The y don \u2019t have much time, and the y also don \u2019t  know much about w orking out or the mar ket\u2014for example,  wher e to w ork out or ho w to w ork out.  Reach: Gener ating A wareness and A ttracting Visi tors  |  129", "source": "Page 139"}
{"id": "c9eaf535fa0c-0", "text": "Text Description  1. First, cr eate a se arch ad (he adline, description, and  displa y URL, wi th a choic e of keywords) for the  awareness stage. U se longtail k eywords.  2. Then, f or this ad, sk etch a landing page, using the  five main elemen ts we covered.  You should be asking y ourself the f ollowing questions:  \u25e6 What is the obje ctive associa ted with  awareness f or consumers? H ow does this  influenc e my search ad?  \u25e6 What stage o f the R ACE fr amework does  awareness align wi th? What are the obje ctives  for m y firm a t this stage ? How does tha t  influenc e my landing page design ?  3. Next, using the ad y ou cr eated in the f irst par t of  this e xercise, think o f two ways to tr ansform y our ad  130  |  Reach: Gener ating A wareness and A ttracting Visi tors", "source": "Page 140"}
{"id": "ba470a539de8-0", "text": "to fit the f ollowing social me dia pla tforms:  \u25e6 Instagr am  \u25e6 Link edIn  4. Identify which t ype o f paymen t appr oach ( e.g., CPC  or CP A) you should go f or and pr ovide a r eason wh y.  5. Finall y, find a c ouple o f influenc ers on I nstagr am  that could help y ou wi th this c ampaign. Explain ho w  you\u2019d find these inf luenc ers and wh y the y are ide al  for your c ampaign, and de cide which pa ymen t model  to adopt to cr eate a c ampaign wi th them.  Reach: Gener ating A wareness and A ttracting Visi tors  |  131", "source": "Page 141"}
{"id": "307e43d4fc76-0", "text": "Act: Cr eating Content  PIERRE- YANN DOLBEC  Overview  In this chapter , we cover some c entral ac tivities associa ted wi th  content cr eation. W e in troduc e the chapter b y explaining the  impor tanc e of content creation and ho w content creation should  resemble wha t your c ompe titors ar e doing but also be dif ferent  from them be cause o f your o wn unique br and v oice. W e then turn  our a ttention to struc turing c ontent creation ac tivities. W e examine  how content creation c an be guide d by the R ACE fr amework, the  difference be tween ga ted and unga ted content and when to use  each kind, wh y and ho w to build topic al relevance, and ho w pillar  pages c an help us do so. Finall y, we conclude the chapter b y  discussing wha t a c ontent creation c alendar is and ho w it suppor ts  content creation ef forts.  Learning O bjectives  Understand the basics o f content creation, ho w it ties in  with the R ACE fr amework, ga ted and unga ted content,  pillar pages, and c ontent creation c alendars.  132  |  Act: Cr eating Con tent", "source": "Page 142"}
{"id": "08891905ace7-0", "text": "The Importanc e of Cr eating Content  Content creation is impor tant for two main r easons. First, i t helps  build a w ebsite\u2019s relevance and a uthori ty, contributing to i ts ranking  on se arch eng ines\u2014ac cording to most mar keters, c ontent mar keting  is the most ef ficien t SEO tac tic ( Ascend2 2015, ci ted in  marketingprofs.com). Websites wi th blogs also ha ve four times mor e  pages inde xed on se arch eng ines, making them mor e likely to sho w  up during se arches ( Forbes ).  Content is also a c ornerstone o f customer ac quisi tion str ategies,  and i t is one o f the most po werful tools f or use in the R ACE  framework. Ac cording to H ubSpot, a c onsumer c onsults thr ee to  five pie ces o f content during their journe y to ward making a  purchase. Le ads gener ated using inbound mar keting ef forts ar e also  less c ostly by about half c ompar ed to le ads gener ated using  outbound ef forts. Inbound le ads ar e also 10 times mor e lik ely to  convert (vs. outbound ones ), and studies ha ve sho wn tha t content  marketing ef forts boost c ompan y revenues b y an a verage o f 40%  (Hubspot ).  Creating Content  Before star ting c ontent creation ef forts, a c ompan y should ha ve in  mind a cle ar persona and associa ted journe y, understand i ts own  website, and ide ally understand ho w its compe titors ar e posi tioning  themsel ves on se arch eng ines (i.e., ha ve perf orme d a c ompe titive  keyword anal ysis).  Creating c ontent is a balancing ac t. First, i t is a balanc e in tha t  you must be similar enoug h to c ompe titors to addr ess the gener al  needs of the mar ket and look lik e a trust worthy organiza tion, while  being dif ferent enoug h to a ttract customers. This ide a of standing  out while f itting in is", "source": "Page 143"}
{"id": "08891905ace7-1", "text": "h to a ttract customers. This ide a of standing  out while f itting in is terme d \u201coptimal distincti veness .\u201d  Act: Cr eating Con tent  |  133", "source": "Page 143"}
{"id": "c8d3daa6afef-0", "text": "Second, i t is a balanc e be tween wha t you c an o ffer and wha t  consumers w ant. W hen cr eating c ontent, firms ne ed to k eep in  mind tha t the y should r epresen t the customer . This en tails  understanding wha t customers ar e looking f or base d on their ne eds  and challenges and ho w wha t the y ne ed evolves thr oughout their  journe y.  Creating unique and r elevant content thus en tails understanding  the mar ket and kno wing the c odes tha t or ganiz e content  produc tion, kno wing wha t spe cifically about y our br and g ives it  a unique v oice (or \u201cbrand v oice\u201d), and c ombining these pie ces o f  knowledge to cr eate some thing unique tha t will in terest c onsumers  and is base d on y our c apabili ties, i.e., wha t you ar e able to do ( Figur e  6.1).  Figur e 6.1 Content M arketing  Let\u2019s explor e this fur ther thr ough the e xample o f creating c ontent  on Instagr am.  134  |  Act: Cr eating Con tent", "source": "Page 144"}
{"id": "65bf18802d69-0", "text": "Understanding the Competition and the Mark et  Some thing to k eep in mind when cr eating c ontent for social me dia  platforms is associa ted wi th prototype and ex emplar theories .  Without ge tting into too much de tail, the c entral ide a her e is tha t in  order to stand out, y ou first must f it in.  The ide a goes as f ollows: Each c ategor y has some sor t of a  \u201cstandar d\u201d member , a \u201c prototype\u201d tha t pe ople me asur e wha tever  is in this c ategor y against ( or, from an e xemplar perspe ctive, each  categor y has \u201c dominan t examples, \u201d or e xemplars, tha t are use d to  evaluate wha tever is in this c ategor y; Figur e 6.2 ). In or der to f it  in, such as to be c onsider ed leg itima te as an I nstagr am ac count  on c osme tics, c ars, or ta ttoos, y ou must shar e attributes wi th the  prototype or e xemplar . This allo ws y ou to f it in.  Act: Cr eating Con tent  |  135", "source": "Page 145"}
{"id": "d27a783084d9-0", "text": "Figur e 6.2 Ex emplar and Pr ototype  For e xample, f itness ac counts tend to shar e char acteristics in terms  of wha t inf luenc ers look lik e (dresse d in f itness a ttire and ei ther  looking f it or r eally, really fit), the se tting in which the y cr eate  their vide os (typically, a gym), the kinds o f things the y post (ho w to  exercise, die t posts, motiv ational posts, e tc.), and so on.  Yet wi thin the f itness c ategor y, ther e exist subc ategories  organiz ed around dif ferent subt ypes o f fitness inf luenc ers. A f irst  example is the f itness ther apy pr ofile, a t ype o f fitness ac count  exemplif ied b y inf luenc ers such as achie vefitnessboston ,  136  |  Act: Cr eating Con tent", "source": "Page 146"}
{"id": "a9a0d5e88a97-0", "text": "squa tuniv ersity, and joetherapy. This t ype o f ac count typically  emphasiz es scienc e-base d kno wledge and instruc tionals on ho w to  proper ly practice fitness and r ecovery.  A striking ly dif ferent type o f pr ofile, still wi thin the f itness  categor y, is the \u201cf itness motiv ational\u201d ac count, exemplif ied in  accounts such as zacaynsle y, joesthe tics, mssannamaria , and  anna_del yla.  Knowing which subc ategor y a f irm w ants to par ticipa te in is  impor tant because not all personas will be r eading all subc ategories  of fitness ac counts. It also allo ws a be tter understanding o f the  categor y as a whole and ho w to poten tially mix and ma tch  appr oaches, as e xemplif ied by massy .arias .  Once you ha ve gaine d membership b y fitting in, y our job is to f ind  ways to distinguish y ourself fr om others. I n shor t, you w ant to f it  in just enoug h tha t you ar e par t of the c ategor y but y ou w ant to  differentiate yourself enoug h tha t people will w ant to f ollow your  Instagr am ac count rather than one o f your c ompe titors. This is  wher e the uniqueness o f your br and c omes in to pla y.  Using Y our Br and to Cr eate U nique Content  A brand is a name, term, design, symbol, and /or other f eature (e.g.,  Off-White and Of f-White \u201cquotes, \u201d Coc a-Cola and the Cok e red,  Bottega V enetta and i ts w eave design ) tha t iden tifies a c ompan y\u2019s  produc ts or ser vices and dif ferentiates them fr om those o f other  companies.  Over the last thr ee de cades, pr actitioners and ac ademics ha ve  develope d man y terms to help us be tter understand br ands. For", "source": "Page 147"}
{"id": "a9a0d5e88a97-1", "text": "ve  develope d man y terms to help us be tter understand br ands. For  example, w e no w kno w wha t brands ar e mor e or less gener ally  understood in the same w ay by consumers who ha ve a c ertain  image o f the br ands in their minds ( brand imag e). The descriptiv e  features tha t consumers use to describe these images ar e called  brand a ttribu tes. We also kno w tha t mar keters c an pla y on this  Act: Cr eating Con tent  |  137", "source": "Page 147"}
{"id": "2edf9eccb544-0", "text": "by assigning c ertain a ttributes\u2014personali ty traits\u2014to br ands ( brand  personali ty). Marketers also striv e to posi tion their br and in a  market in a w ay tha t is distinc t and v alued by consumers ( brand  posi tioning ).  The main messages her e are tha t brands ser ve to dif ferentiate  produc ts and ser vices, and, in our c ase, c ontent created online,  from other c ompanies; tha t consumers f orm images o f brands in  their minds; and tha t, as dig ital mar keters, w e should str ategically  think o f how to use br ands to posi tion oursel ves, our pr oduc ts, our  services and, impor tantly, our c ontent.  Hence, onc e you ha ve de velope d an understanding o f the c odes  used ar ound c ontent cr eation in a mar ket and ho w y our  compe titors ar e uniquel y posi tione d, the ne xt step is to cr eate  content tha t will uniquel y spe ak to c onsumers. I deally, you will w ant  this c ontent to r eflect who y ou ar e as a c ompan y, i.e., to r eflect your  brand.  Let\u2019s tak e the e xample o f br and personali ties. A aker (199 7)  iden tified five dimensions to the personali ty of brands:  \u2022 sinceri ty (honest, genuine, che erful)  \u2022 excitemen t (daring, spiri ted, imag inative)  \u2022 com petence  (reliable, r esponsible, dependable, ef ficien t)  \u2022 sophistica tion (glamor ous, pr etentious, charming)  \u2022 ruggedness  (toug h, str ong, outdoorsy , rugge d)  We would e xpect tha t brands tha t aim to sho w a rugge d image  would cr eate c ontent dif ferently fr om those aiming f or a  sophistic ated one. Think, f or example, o f the la test J eep ad tha t you  might have", "source": "Page 148"}
{"id": "2edf9eccb544-1", "text": "f or example, o f the la test J eep ad tha t you  might have watche d and ho w it compar es wi th the la test M ercedes  ad tha t you ha ve seen. Ov er time, in teractions be tween c onsumers  and touchpoin ts le ad them to de velop an image o f your br and.  Represen ting y our br and in w ays tha t align wi th the image y ou w ant  to cr eate in c onsumers\u2019 minds is thus c entral.  Hence, to cr eate unique c ontent, ask y ourself: W hat does m y  brand stand f or? W hat do I w ant consumers to think o f when the y  138  |  Act: Cr eating Con tent", "source": "Page 148"}
{"id": "2e451d6bd51b-0", "text": "hear m y brand name ? How can m y content proper ly sho wcase m y  brand?  Take Wendy\u2019s, for e xample, which has be come infamous f or its  sassy , che eky, in-y our-face, bor dering-on-tr olling social me dia  presenc e. It, for example, challenge d a te en to ge t a million r etweets  in exchange f or a lif etime o f chick en nugge ts (the #nuggsf orcarter  campaign ). It cr eated a Spotif y pla ylist taking shots a t its  compe titors ( as the c ompan y regular ly does on Twi tter). All o f  which, ac cording to W endy\u2019s Chief Mar keting Of ficer Kurt Kane, \u201cis  a natural extension o f the W endy\u2019s brand D ave Thomas f ounde d in  1969\u201d ( Fast Compan y).  Keeping Consumers in Mind  Last, and to r eaffirm wha t has be en said thr oughout the last  chapters, y our main r ole as a c ompan y when cr eating c ontent is  to represen t the customer . Tha t me ans to understand their ne eds  and challenges, ho w wha t people look f or varies thr oughout their  journe y, the t ypes o f se arches the y do ( e.g., inf orma tion,  transac tion, na vigational; associa ted wi th ZM OTs; link ed wi th their  needs and challenges ), and ho w you c an answ er c onsumers b y  providing them wi th content tha t is e ducational and en tertaining.  Structuring Content Cr eation  In this se cond se ction, w e are going to touch on a f ew key terms and  appr oaches to help struc ture content creation: ga ted vs. unga ted  content and their r espe ctive roles in mar keting c ampaigns, ho w to  build topic al relevance, and pillar pages.  Act: Cr eating Con tent  |  139", "source": "Page 149"}
{"id": "4e4849f535f5-0", "text": "Figur e 6.3  Gated  Content  Example Gate d and U ngated Content  Gated con tent is \u201cany type o f content tha t vie wers c an onl y access  after e xchang ing their inf orma tion. Essen tially, the c ontent is  hidden behind a f orm. Companies use ga ted content to gener ate  leads and, ultima tely, sales\u201d ( Hubspot ). In contrast, ungated con tent  is an y content tha t users c an fr eely ac cess wi thout ha ving to  exchange inf orma tion.  An e xample o f ga ted content is sho wn in Figur e 6.3 , wher e  consumers ar e ask ed to \u201cDo wnload our e xclusiv e trend r epor ts.\u201d  Gated content should be mor e extensiv e than unga ted content,  harder to f ind, and r ather unique, so as to en tice users to e xchange  their personal inf orma tion f or it. Examples include a whi te paper ,  an e-book, a r epor t such as the one in Figur e 6.3 , a templa te, or a  webinar \u2014in other w ords, hig h value and r arer content.  You mig ht ask wh y you should ga te c ontent, and the t ypical  answ er is to gener ate le ads, such as in a le ad gener ation landing  page. Ga ted content should be thoug ht of as the endpoin t of a le ad  140  |  Act: Cr eating Con tent", "source": "Page 150"}
{"id": "5cc0aaf52cee-0", "text": "Figur e 6.4  Ungated  Content to  Gated  Content gener ation c ampaign, wher e consumers will pr ovide their personal  informa tion, which will then allo w a f irm to en ter in to le ad  nurturing ef forts, which w e cover in the ne xt chapter .  Typic ally, a firm will cr eate unga ted pie ces of content (e.g., social  media posts and blog posts ) tha t will driv e consumers to a pie ce  of ga ted content. In other w ords, the c ontent suppor ting the  campaigns is unga ted, and the endpoin t wher e a visi tor is c onverted  into a le ad is ga ted (see Figur e 6.4 , wher e a blog post is link ed to an  e-book).  Building T opical Relevance  Over the last f ew chapters, w e covered the basics o f SEO , how to  think about c ontent creation and ads base d on c onsumers\u2019 ne eds  and challenges, ho w to iden tify oppor tunities base d on the c oncr ete  actions during their journe y, and ho w to r espond wi th ad hoc  marketing ac tivities.  Building topical r elevance  is par t of a firm\u2019s longer -term str ategy  for posi tioning i tself and i ts web pr oper ties. I t entails br eaking do wn  the gener al ne eds and challenges tha t consumers ar e experiencing  into key topics tha t will orien t our mar keting ef forts.  For e xample, if w e wanted to build topic al relevance on the topic  of content mar keting, w e would c ome up wi th poten tial se arches  Act: Cr eating Con tent  |  141", "source": "Page 151"}
{"id": "0bced4de8d11-0", "text": "and ar eas of interest to cr eate man y blog posts, social me dia posts,  and pie ces of gated content on this topic ( Figur e 6.5 ).  Figur e 6.5 T opics  To star t building a w eb pr esenc e ar ound c ertain k ey topics o f  interest to y our c onsumers, the f irst step is to iden tify which topic  you ar e in terested in. A f irst, customer -driv en, w ay to iden tify  topics is b y looking a t the t ype o f searches being c arrie d out b y  consumers, which c an be done using tools such as Goog le Trends  or Se arch R epor ts in Goog le Anal ytics. Firms c an also sur vey and  interview consumers to be tter understand wha t is r elevant to them,  what their k ey ne eds and challenges ar e, and ho w the y turn to  the w eb to help addr ess these. A se cond w ay to iden tify topics is  through keyword anal ysis, as w e discusse d in Chapter 3 .  Once a topic has be en iden tified (e.g., c ontent mar keting), f irms  will plan their str ategy to slo wly build their r elevance on tha t topic.  Viewed from this perspe ctive, each pie ce of content (e.g., a blog  post ) aims a t addr essing one tar geted se arch. For e xample, a blog  post posi tione d on the k eywords \u201cbe tter wri ting skills\u201d will answ er  a pie ce of the puz zle o f content mar keting: ho w to impr ove one \u2019s  writing skills. These mig ht be hundr eds o f subtopics associa ted  with a spe cific topic, opening fur ther oppor tunities f or c ontent  142  |  Act: Cr eating Con tent", "source": "Page 152"}
{"id": "56d35672b86c-0", "text": "marketing ef forts. A topic is thus a gener al domain tha t can tie  toge ther man y spe cific se arches ( as exemplif ied in Figur e 6.5 ).  Over time, building topic al relevance will help a w ebsite, as a  whole, sho w up hig her on SERP s. This is be cause i t helps addr ess  the main fac tors on which w ebsites ar e ranked tha t we covered  in Chapter 3 : It facili tates the cr eation o f cross-links, will help  consumers spend mor e time on a w ebsite, boosts page vie ws, and  so on. Consumers mig ht en ter the w ebsite on the page on ho w  to be tter their wri ting skills, f or example, and onc e the y are done  reading their blog post, se e and click on a r ecommende d post on  how to gener ate blog post ide as, incr easing page vie ws and time  spen t on si te.  RACE and Content Mark eting  As w e have brief ly covered, the R ACE fr amework helps our c ontent  strategy by inf orming the t ype o f content we should be cr eating f or  each stage o f the fr amework.  Content mar keting pr ofessionals t ypically talk about thr ee types  of content: top o f the funnel (T oFu) content, middle o f the funnel  (MoFu) content, and bot tom o f the funnel (Bo Fu) content. The funnel  represen ts the purchase funnel , or wha t we have referred to thus far  as the c onsumer journe y (awareness, ac tive evaluation, pur chase,  and post-pur chase ).  We can easily map e ach stage o f the funnel wi th RACE stages and  stages o f the c onsumer journe y.  ToFu con tent acti vities target the a wareness stage o f the  consumer journe y and align wi th the R each stage. A t the a wareness  stage, c onsumers ar e experiencing and e xpressing symptoms o f a  need, pr oblem, or challenge the y are facing. The c ontent aims a t  educating", "source": "Page 153"}
{"id": "56d35672b86c-1", "text": "pr oblem, or challenge the y are facing. The c ontent aims a t  educating them. The ne ed, pr oblem, or challenge tha t consumers  are experiencing c an vary in abstr actness. For e xample, the y mig ht  have lower-back pain and ar e looking f or a solution. Or the y mig ht  Act: Cr eating Con tent  |  143", "source": "Page 153"}
{"id": "d42e840053db-0", "text": "need a pair o f new running shoes. Con tent should thus addr ess  problems in w ays tha t ma tch wha t consumers ar e experiencing.  MoFu con tent acti vities target the ac tive evaluation stage o f the  consumer journe y and align wi th the Ac t stage. A t the ac tive  evaluation stage, c onsumers ar e looking to e valuate solutions.  Content should thus spe ak dir ectly to the solutions tha t consumers  can use to sol ve their ne eds, pr oblems, or challenges. The goal o f  the c ontent is to facili tate ac tive evaluation and to ser ve as a bridge  from e ducation to y our pr oduc t or ser vice. It is still impor tant to  represen t the customer and to limi t persuasion ef forts, but to  balanc e this wi th slo wly warming c onsumers to wha t you ha ve to  offer.  BoFu con tent acti vities target the pur chase stage and align wi th  the Con vert stage. A t the c onvert stage, c onsumers ar e looking to  buy a pr oduc t. Con tent at this stage should help c onsumers e valuate  your pr oduc t or ser vice to persuade them to bu y wha t you ar e  offering o ver the o ffer of compe titors.  Searches c onsumers mig ht mak e thr oughout the funnel c ould  include the f ollowing ( Figur e 6.6):  1. ToFu (awareness /problem ): \u201cH ow to ge t dog hair out o f my  carpe t?\u201d  2. MoFu (evaluation/solution ): \u201cVacuum vs. sticky r oll\u201d; \u201cB issel  Dog Er aser vs. Dyson T op Dog\u201d  3. BoFu (pur chase /produc t): \u201cBest pric e Bissel Dog Er aser\u201d  144  |  Act: Cr eating Con tent", "source": "Page 154"}
{"id": "d258436874ab-0", "text": "Figur e 6.6 Funnel  Examples o f content from a f irm ( e.g., B issell) to ma tch these  searches c ould be some o f the f ollowing:  1. ToFu: \u201cEv erything y ou ne ed to kno w about ge tting dog hair out  of carpe ts and furni ture\u201d  2. MoFu: \u201c Why vacuums ar e superior to sticky r olls\u201d  3. BoFu: \u201cSa ve on the Pric e of Bissell Dog H air Er aser\u201d  Top of the Funnel  At the top o f the funnel, c ontent should e ducate and en tertain  consumers base d on the ne ed, pr oblem, or challenge the y ar e  facing. I f people don \u2019t kno w the y ne ed your pr oduc t or understand  what their pr oblem is, i t is crucial to e ducate them on i t!  The t ypes o f content tha t typically help her e (althoug h this is not  a compr ehensiv e nor an e xclusiv e list ) include blog posts, w ebinars,  pillar pages, and longer -form c ontent such as c ompr ehensiv e  guides, vide os, and inf ographics.  Act: Cr eating Con tent  |  145", "source": "Page 155"}
{"id": "b47da491b320-0", "text": "Middle of the Funnel  In the middle o f the funnel, c ontent should help c onsumers e valuate  their options and facili tate tha t evaluation b y educating and  entertaining c onsumers on possible solutions. The f irm\u2019s obje ctive  at this stage is to star t gener ating le ads.  The t ypes o f content tha t typically help her e (althoug h this is not  a compr ehensiv e nor an e xclusiv e list ) include lists ( e.g., \u201c Top 10  solutions f or lo wer-back pain \u201d), case studies, ho w-tos, descriptions  of multiple pr oduc ts (aime d at educating, not selling), quiz zes to  help c onsumers disc over solutions, and other t ypes o f templa tes to  help c onsumers iden tify solutions f or their pr oblems.  Bottom of the Funnel  At the bot tom o f the funnel, c ontent should inf orm and persuade  consumers about y our pr oduc t or ser vice. The f irm\u2019s obje ctive at  this stage is to c onvert leads in to customers.  The t ypes o f content tha t typically help her e (althoug h this is  not a c ompr ehensiv e nor an e xclusiv e list ) include testimonials and  reviews, pr oduc t offers, trials, c oupons, samples, demos, fr ee  assessmen ts or c onsulta tions, persuasiv e produc t descriptions, and  sales-orien ted webinars.  Beyond the P urchase Funnel  Content strategy should not stop a t the pur chase stage. Be yond the  purchase funnel, f irms should striv e to cr eate content tha t helps  retain and engage customers. This c ould en tail, f or e xample,  motiv ating social sharing, testimonials, and r eviews, and  encouraging lo yalty thr ough online customer e vents.  146  |  Act: Cr eating Con tent", "source": "Page 156"}
{"id": "8a8b6d78e27a-0", "text": "The t ypes o f content tha t typically help her e (althoug h this is not a  compr ehensiv e nor an e xclusiv e list ) include customer suppor t and  help documen tation, c ontests, and g iveaways base d on pr oduc t use,  communi ty forums, and str ategies to enc ourage user -gener ated  content. We will c over str ategies for this stage in the last chapter o f  this te xtbook.  Pillar P ages  A pillar pag e is a c ompr ehensiv e resour ce page tha t covers a c ore  topic in depth and links to hig h-quali ty content created for the  suppor ting subtopics.  It helps achie ve the f ollowing t wo impor tant dig ital mar keting  objectives:  \u2022 building topic al relevance  \u2022 suppor ting c ontent strategy RACE obje ctives such as  \u25e6 attracting visi tors  \u25e6 converting visi tors to le ads  \u25e6 converting le ads to customers  Pillar pages c ome in all shapes and f orms. The Content Mar keting  Institute, for e xample, dif ferentiates be tween 10x c ontent pillars,  resour ce pillars, and ser vice pillars. The f ollowing list pr esen ts a f ew  examples o f pillar pages on a wide v ariety of topics:  \u2022 https:/ /www.typef orm.c om/blog/guides /brand-a wareness /  \u2022 http://www.theatlantic.c om/sponsor ed/athenahe alth/ popula tion-he althier /598 /  \u2022 https:/ /zapier .com/learn/remote-w ork/  \u2022 http://kapush.or g/cat-litter/  \u2022 https:/ /slack.c om/intl/en-c a/sta te-o f-work  Act: Cr eating Con tent  |  147", "source": "Page 157"}
{"id": "689c84c5b5b5-0", "text": "\u2022 https:/ /stronglifts.com/squa t/  What do these pages ha ve in c ommon ?  Typic ally, the y are very, very long. The y tend to use multiple t ypes  of me dia ( e.g., te xt, images, and vide os). The y are well in tegrated  within their domain and ha ve man y cross-links. The y answ er man y  problems ar ound a topic o f interest f or c onsumers. As a r esult,  they help boost SEO ef forts. R emember the main fac tors on which  websites ar e ranked?  \u2022 direct visi ts  \u2022 time on si te  \u2022 pages per session  \u2022 bounc e rate  \u2022 referring domains, backlinks, f ollow-backlinks, and r eferring  IPs  \u2022 content length  \u2022 keywords in bod y, densi ty, in ti tle, and me ta  \u2022 video on page  Pillar pages c an help wi th all o f these fac tors! B y being long and  answ ering man y problems and ne eds associa ted with a sing le topic,  they are mor e likely than \u201c normal\u201d pages to be come r eferences on  these topics. This should allo w the r eduction o f bounc e rate, sinc e  consumers ar e almost c ertain to f ind wha t the y are looking f or!  These pages ar e also mor e lik ely to incr ease time on si te be cause  they give so man y resour ces for c onsumers to go thr ough. B y  allowing man y cross-links, the y can fa vor man y pages per session.  They allo w for wri ting e xtensiv e content with man y keywords and  multiple t ypes o f me dia.  The main ide a behind the cr eation o f a pillar page is to iden tify a  core topic o f interest f or consumers and br eak do wn this topic in to  topic clusters ( or subtopics ).  Take the Stronglifts squa t pillar page , for example ( Figur e 6.7). The  core topic o f interest is \u201cho w to squa t,\u201d a question o ften ask ed by  148  |", "source": "Page 158"}
{"id": "689c84c5b5b5-1", "text": "w to squa t,\u201d a question o ften ask ed by  148  |  Act: Cr eating Con tent", "source": "Page 158"}
{"id": "f68c35289976-0", "text": "people in teresting in e xercising, bod ybuilding, po werlifting, and the  like.  When y ou en ter this pillar page, y ou find a shor t summar y on the  squa t and a f ew cr oss-links to guide c onsumers to other pages on  the w ebsite, fa voring hig her page vie ws. The summar y is also useful  because i t can be use d to hook pe ople in, enc ouraging them to r ead  on. The page then c ontinues wi th se veral topic clusters or ganiz ed  around \u201cho w to squa t\u201d:  1. Introduc tion  2. Safety  3. Technique  4. Common issues  5. Common squa t pains  6. Stretches  7. Equipmen t  8. Variations  9. FAQs  Act: Cr eating Con tent  |  149", "source": "Page 159"}
{"id": "8341b7d19ddd-0", "text": "Figur e 6.7  Pillar P age  Example  Each o f these subtopics ef fectively represen ts subse ctions o f the  pillar page and addr esses dif ferent needs, but the y are all gr oupe d  into the same pillar page.  A pillar page c an thus help build topic al relevance be cause i t  provides a c entral and e xtensiv e resour ce on a major topic tha t can  be w ell referenced (link ed to) by other w ebsites. I t helps or ganiz e  a website content around a c ore topic. I f a pillar page is done w ell,  the topic or pr oblem i t addr esses should be one tha t a persona or  multiple personas c are about. L astly, pillar pages help pe ople e asily  navigate thr oughout multiple pie ces of content on the same topic  on the same w ebpage, pr oviding a gr eat user e xperienc e.  This is qui te dif ferent from a t ypical content mar keting appr oach  150  |  Act: Cr eating Con tent", "source": "Page 160"}
{"id": "5bc0d1056aac-0", "text": "that would ha ve favored separ ate blog posts on all o f these dif ferent  subtopics and subse ctions o f each subtopic!  Figur e 6.8  illustr ates the tr aditional c ontent mar keting appr oach  and Figur e 6.9  the pillar appr oach.  Figur e 6.8 Tr aditional A pproach  Act: Cr eating Con tent  |  151", "source": "Page 161"}
{"id": "d9bdc3f25365-0", "text": "Figur e 6.9  Pillar  Approach /  From  Hubspot  Pillar pages c an also be use d to suppor t lead cr eation and sales.  A first w ay to do so is to use the pillar pages themsel ves. For  example, a pillar page c ould include ga ted content, opt-ins ( forms  on the pillar page tha t ask f or a c onsumer\u2019 s email addr ess), and  calls to ac tion. Pillar pages tha t follow such an appr oach include the  following e xamples:  \u2022 https:/ /www.wildwewander .com/diy-truck -camper  \u2022 https:/ /www.etuma.c om/cx-professionals-guide-to-te xt- analysis  \u2022 https:/ /info.townsendse curity.com/sql-ser ver-encr yption- key-managemen t-def initive-guide  Take Wild W e Wander , for e xample, and i ts pillar page on \u201cho w  to D IY a truck c amper .\u201d This page  (Figur e 6.10 ) has all o f the  char acteristics o f a pillar page, but i t also r edirects consumers to a  content asse t (a free resour ce to be come a dig ital nomad) tha t is a  piece of gated content (Figur e 6.11 ).  152  |  Act: Cr eating Con tent", "source": "Page 162"}
{"id": "440be7999c4a-0", "text": "Figur e 6.10  Pillar P age  and Gated  Content  Figur e 6.11  Pillar P age  and Gated  Content  Second, pillar pages c an also be thoug ht of as par t of a longer -term  strategy tha t includes other pie ces of content. It often happens tha t  companies will ini tially ga te a pillar page and use i t to gener ate  leads. For e xample, the t wo pillar pages w e presen ted so far c ould  have be en ini tially offered as e-books tha t offered all the  informa tion r egar ding \u201cho w to squa t\u201d and \u201cho w to D IY a truck  camper .\u201d The f irms c ould ha ve use d these t wo gated content asse ts  Act: Cr eating Con tent  |  153", "source": "Page 163"}
{"id": "40f82ebfcbd1-0", "text": "as par t of a gr eater c ontent mar keting str ategy, breaking do wn the  e-book in to smaller , mor e digestible pie ces. Example o f this c ould  include shor t blog posts (\u201c3 tips f or a be tter squa t,\u201d \u201c3 r easons wh y  squa ts hur t your kne es\u201d), shor t vide os (\u201cthe rig ht squa t posi tion\u201d),  shor t social me dia posts ( e.g., sta tistics and quotes fr om the e- book), and the lik e. Then, onc e the le ad gener ation c ampaign w as  over, the e-book c ould ha ve been turne d into an unga ted pillar page.  Visuall y, this str ategy can be r epresen ted as sho wn in Figur e 6.12 ,  wher e all o f these \u201c smaller\u201d pie ces of content link back to the ga ted  e-book to gener ate le ads.  Figur e 6.12 Pillar Str ategy  In fac t, this is e xactly the str ategy tha t Unbounc e used wi th their  Conver sion Center ed Design  e-book. Orig inally an e-book, the f irm  used it as a pie ce of ga ted content wi th suppor ting pie ces o f  unga ted content, including  154  |  Act: Cr eating Con tent", "source": "Page 164"}
{"id": "ce7611c015c1-0", "text": "\u2022 a blog post hig hlighting the main lines,  \u2022 a Slide Shar e deck explaining the main principles, and  \u2022 a guest blog post on H ubSpot.  These unga ted pie ces of content drove consumers to the e-book. T o  gener ate fur ther le ads, the y also suppor ted the la unch o f the e-book  through other pie ces of gated content, including  \u2022 a webinar about Con version Cen tered Design tha t captur ed  leads f or registration (ga ted) and  \u2022 a landing page to w atch the w ebinar r ecording af ter the e vent.  Then, Unbounc e took their e-book and tr ansforme d it into a pillar  page ( https:/ /unbounc e.com/conversion-c entered-design /) and  broke do wn the w ebinar , making i t accessible on Y ouTube in six  different vide os.  Hence, if a f irm plans to cr eate pillar pages, i t mig ht be useful to  think o f how the page c an first be embe dded in a le ad gener ation  strategy bef ore being made ac cessible mor e freely as a pie ce of  unga ted content.  Here are a few tips f or forming such a str ategy:  1. Find the c ore problems o f your persona.  2. Group these pr oblems in to core topics.  3. Build e ach topic wi th subtopics.  4. Identify content ide as for subtopics.  5. Write an e xtensiv e pie ce of content.  6. Fragmen t this pie ce of content into multiple pie ces wi th  different forma ts and different par ts tha t can be use d to bring  people to the ga te or f oster in teractions.  7. Extend the r each o f these par ts on o wned me dia and using  paid ac tivities.  Act: Cr eating Con tent  |  155", "source": "Page 165"}
{"id": "ed47f4428c1b-0", "text": "Content Calendar  We conclude this chapter b y discussing content calendar s.  Althoug h pillar pages ar e a gr eat long-term in vestmen t for w eb  referencing and le ad cr eation, most da y-to-da y content activities,  be the y posts on Fac ebook and I nstagr am or blog posts, ar e ad hoc  activities. H owever, the y should still be thoug ht of from a mid-term  perspe ctive and in tegrated in to a str ategic appr oach to c ontent  marketing. This str ategy should think o f ways to build topic  relevance over time, addr ess man y personas and stages in the  journe y process, and addr ess all obje ctives of the R ACE fr amework.  A great way to de velop this str ategy is thr ough a c ontent calendar .  A content calendar maps futur e content cr eation ac tivities. I t  answ ers questions lik e these:  \u2022 Who is this c ontent for (personas )?  \u2022 Which stage o f the journe y does this c ontent addr ess?  \u2022 What topic is i t on?  \u2022 What keywords does i t cover?  It can also help oper ationaliz e content mar keting b y pr oviding  informa tion including the f ollowing:  \u2022 date when i t is suppose d to go online  \u2022 author r esponsible f or cr eating the c ontent asse t  \u2022 content type  \u2022 channel  \u2022 headline  \u2022 copy  \u2022 call to ac tion  Figur e 6.13  shows an e xample o f a content calendar ( text description  here).  156  |  Act: Cr eating Con tent", "source": "Page 166"}
{"id": "feebab417f29-0", "text": "Figur e 6.13 Content Calendar / Text Description  Creating a c ontent calendar should be done wi th reflexive intent. A  firm should mak e sur e tha t the y are creating c ontent for all stages o f  the journe y, all personas, and all obje ctives of the R ACE fr amework.  By planning a mon th or t wo in ad vance and cle arly mapping the  personas, topic, journe y stage, and R ACE obje ctives tha t each pie ce  of content addr esses, a f irm mak es sur e to cr eate distribute d efforts  that do not privilege c ertain personas, stages, or obje ctives o ver  others!  Exer cises  As in pr evious e xercises, y ou ar e a fitness c enter cr eating  Act: Cr eating Con tent  |  157", "source": "Page 167"}
{"id": "de534bbef760-0", "text": "a campaign f or pe ople who w ant to ge t back in to shape, and  one o f the personas y ou ar e tar geting is A very.  Avery is a person living in a major Canadian ci ty center.  They are their la te twenties to e arly thir ties and ar e in the  top 20% in r evenue in their ci ty. With incr eased  responsibili ties a t work and a ne wborn, A very had put  exercising aside f or a f ew years. The y feel slugg ish, lack  ener gy, and miss ha ving a str onger c onne ction wi th their  body. With age, their bod y has also star ted to tr ansform,  and the y have star ted to f eel self -conscious about i t. To  reme diate this, the y want to ge t back in to exercising  weekly. The y don \u2019t have much time, and the y also don \u2019t  know much about w orking out or the mar ket\u2014for example,  wher e to w ork out or ho w to w ork out.  Text Description  1. Using the #f itness hash tag on I nstagr am, iden tify  158  |  Act: Cr eating Con tent", "source": "Page 168"}
{"id": "41ff8f999fb0-0", "text": "two exemplars o f fitness ac counts.  2. Out o f the f our e xemplars tha t you ha ve iden tified  in fitness (i.e., the t wo in the te xtbook and the t wo  that you found), f ind the one tha t is the most  appr opria te for Avery.  3. Then think o f a topic tha t would be impor tant to  write about on social me dia f or Avery.  4. Break this topic do wn into thr ee poten tial  Instagr am posts tha t you w ould cr eate.  5. Try to tar get each post to a dif ferent stage o f  Avery\u2019s journe y.  6. Think o f an ide a for a ga ted pie ce of content tha t  you c an tr ansform in to a pillar page f or your f itness  website.  7. Sketch a shor t campaign wher e you suppor t your  gated pie ce of content with thr ee unga ted pie ces of  content.  8. Explain in a shor t sen tenc e wha t each ide a is about.  9. Sketch ( map in bo xes and arr ows) how these thr ee  unga ted pie ces of content relate to the ga ted pie ce  (e.g., W here are the y hoste d? H ow ar e the y link ed  toge ther?)  Act: Cr eating Con tent  |  159", "source": "Page 169"}
{"id": "6a14d4ce26b6-0", "text": "Act: Le ad Gener ation and  Lead Nurturing  PIERRE- YANN DOLBEC  Overview  In this chapter , we cover the basics o f lead gener ation and le ad  nurturing ac tivities. W e def ine le ads and le ad stages, pr esen t a few  ways to gener ate le ads and dif ferent types o f opt-ins, e xplain ho w  to sc ore leads, and discuss email mar keting.  Learning O bjectives  Understand wha t a le ad is  and ho w to gener ate, sc ore,  and nur ture leads.  ACT  InterAction is about enc ouraging posi tive interactions on a w ebsite  and social me dia. P ositive interactions facili tate the gener ation o f  leads, which le ad to ac quiring customers. The t wo obje ctives a t  the Ac t stage ar e thus to (1) enc ourage posi tive interactions and (2)  gener ate le ads. The kinds o f goals w e can se t up f or consumers ha ve  160  |  Act: Le ad Gener ation and Le ad Nurturing", "source": "Page 170"}
{"id": "393d41a9c847-0", "text": "to do wi th these t wo obje ctives. T o enc ourage posi tive interactions,  we can se t up goals such as spending a c ertain amoun t of time on  our w ebsite or vie wing a c ertain number o f pages. W hen c onsumers  achie ve these goals, w e can assume w e ar e attaining this f irst  objective. For gener ating le ads, the kinds o f goals w e can se t up f or  consumers ar e to r egister as a member or sign up f or a ne wsle tter.  Again, when c onsumers achie ve these goals, w e end up achie ving  our obje ctives (i.e., ac quiring le ads). The KP Is to me asur e these goals  would then be time spen t on si te, page vie ws, number o f members  and ne wsle tter subscribers (incr ease quar ter-over-quar ter), cost  per le ad, and per centage o f visi tors c onverted to le ads.  Leads and Le ad Gener ation  The lar ge majori ty of visi tors to y our w ebsite\u2014some sa y up to  96% \u2014will not bu y an ything. Giv en all the r esour ces tha t go in to  bring ing visi tors to y our si te, fr om wri ting c ontent to publishing  ads, simpl y trying to ge t visi tors to a w ebsite wi thout ha ving a  strategy of wha t to do onc e the y get ther e will le ad to man y misse d  oppor tunities.  To addr ess this c onundrum, dig ital mar keters ha ve turne d to le ad  gener ation to answ er the question: H ow do w e turn a visi tor in to a  poten tial customer?  Marketo defines lead g ener ation as \u201cthe mar keting pr ocess o f  stimula ting and c apturing in terest in a pr oduc t or ser vice for the  purpose o f developing sales pipeline. \u201d During le ad gener ation, our  goals ar e to ga ther visi tors\u2019 personal inf orma", "source": "Page 171"}
{"id": "393d41a9c847-1", "text": "gener ation, our  goals ar e to ga ther visi tors\u2019 personal inf orma tion so tha t we can  start to mar ket to them personall y in the futur e\u2014and to iden tify  whether or not w e want to mar ket to them. N ot all visi tors tha t we  gather inf orma tion on ar e worth mar keting to.  A lead is (1) a qualif ied poten tial bu yer who  (2) shows some le vel  of interest in pur chasing a f irm\u2019s produc t or ser vice. Note tha t this  definition has t wo componen ts. First, the visi tor who pr ovided their  Act: Le ad Gener ation and Le ad Nur turing   |  161", "source": "Page 171"}
{"id": "6a25d8163c90-0", "text": "informa tion is a qualif ied poten tial bu yer. This me ans tha t the y  could e ventuall y pur chase our pr oduc t. For man y visi tors to a  website, this is not the c ase.  Take, for example, the le ad gener ation ac tivity by Ferr ari link ed  here, which is qui te c ommon in the a utomobile industr y: a c ar  configurator. During c ar configuration, visi tors ar e invited to build  their o wn c ar base d on a c ar model, choosing be tween options  to de cide on things such as in terior and e xterior c olors, eng ine,  wheels, and so on. A t the end o f the c onfiguration, the visi tor is  asked to cr eate an ac count or f ill out a shor t form and pr ovide their  email addr ess to r eceive mor e inf orma tion about this model or sa ve  the c onfiguration. Doing so indic ates to the f irm tha t the c onsumer  is poten tially interested in this v ehicle.  But ar e all visi tors who build their o wn Ferr ari poten tial Ferr ari  customers? Pr obabl y not.  Car c onfigurators ar e pr obabl y use d by man y consumers who  either ha ve no in terest in bu ying the c ar and ar e doing this f or fun  or, in the c ase o f Ferr ari, who ha ve an in terest in bu ying the c ar  but do not c orrespond to the Ferr ari customer ( e.g., the y lack the  financial r esour ces to bu y a Ferr ari). These visi tors ar e not qualified. A qualified lead  is a le ad tha t has be en de eme d lik ely to be come  a customer . Firms qualif y leads thr ough lead sc oring, which w e  discuss fur ther belo w.  Second, the visi tor who pr ovides their email addr ess also ne eds  to be in terested in be coming a bu yer. Since man y lead gener ation  activities", "source": "Page 172"}
{"id": "6a25d8163c90-1", "text": "be in terested in be coming a bu yer. Since man y lead gener ation  activities pr ovide, f or e xample, har d-to-ac cess inf orma tion such  as mar ket repor ts or e xtensiv e guides on topics, i t often happens  that visi tors will pr ovide their email addr ess wi thout w anting to  become a customer . The y do so be cause the y want to ha ve access  to the ga ted content or f eature of a w ebsite. Le ad sc oring also helps  differentiate be tween these t wo types o f poten tial le ads.  Hence, a le ad is a visi tor tha t is in terested in a c ompan y and tha t  the c ompan y is also in terested in.  In the pr ocess o f becoming a customer , a visi tor will thus go  through dif ferent stages, fr om visi tor to le ad to qualif ied lead to  162  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 172"}
{"id": "a727ca204fa5-0", "text": "customer ( an alterna tive to this model tha t you mig ht come acr oss  is lead, pr ospe ct, and oppor tunity). Tw o types o f qualif ication e xist:  marketing-qualified lead  (MQL) and sales-qualified lead  (SQL).  MQLs ar e viable le ads tha t should be mar keted to. I n other w ords,  they are visi tors who ga ve a f irm their email addr ess and who the  firm has establishe d could be poten tial customers. The y are visi tors  that the f irm is in terested in. An SQ L is a le ad tha t is sales-r eady. In  other w ords, a le ad tha t is mo ving close to the pur chase stage. This  is impor tant because i t gives an indic ation o f wha t kind o f mar keting  activities should be c onduc ted with these le ads. As w e have seen, w e  talk dif ferently to c onsumers depending on whe ther the y\u2019re at the  awareness, ac tive evaluation, or pur chase stages. Kno wing which  stage c onsumers ar e at is hig hly useful f or cr eating the rig ht  marketing message.  How D o You Get Le ads?  Ther e are man y, man y ways to ge t leads. Gener ally spe aking, an y  marketing ac tivity tha t leads c onsumers to g ive a f irm a pie ce of  personal inf orma tion qualif ies as a le ad gener ation oppor tunity.  Here is a non-e xhaustiv e list:  \u2022 content with a lead magne t, such as a whi tepaper , e-book,  checklist, demo, c ourse, pr esen tation, tool, or w ebinar  \u2022 online c ontests, g iveaways, and so on  \u2022 lead gener ation on social me dia, ei ther thr ough de dicated  options such as le ad gener ation ads on Facebook  (Figur e 7.1) or  Instagr am or by redirecting users to a le ad gener ation landing  page  \u2022 combine d with", "source": "Page 173"}
{"id": "a727ca204fa5-1", "text": "or by redirecting users to a le ad gener ation landing  page  \u2022 combine d with tr aditional mar keting ini tiatives such as  \u25e6 collecting emails a t trade sho ws  \u25e6 including URLs or Q R codes  that direct to a le ad  gener ation landing page  in dir ect mailing c ampaigns  Act: Le ad Gener ation and Le ad Nur turing   |  163", "source": "Page 173"}
{"id": "c4246ceea4d9-0", "text": "\u25e6 collecting emails a t a sho wroom  \u2022 opt-ins e verywher e: on scr oll do wn, in the f ooter , or mid way  through blog posts  You c an find a f ew mor e ide as here and here, and the Hubspot le ad  gener ation guide her e.  Figur e 7.1 Lead Gener ation F acebook  Lead gener ation is t ypically associa ted with lead forms . Lead f orms  are w eb f orms tha t allo w firms to c aptur e consumers\u2019 email  addr esses and some times other inf orma tion. The y are a gr eat tool  to build a mailing list and, when done  correctly, help to sc ore leads.  We will turn our a ttention to le ad sc oring la ter on in this chapter .  Designing le ad f orms, and most impor tantly, ho w man y form  fields y ou de cide to use, is a balancing ac t. It is gener ally argued  that consumers tak e less than 10 se conds  to de cide whe ther or not  164  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 174"}
{"id": "878ec90abe75-0", "text": "to give their email addr ess to a f irm. Ther e is, ho wever, a tr ade- off between c ollecting man y email addr esses and c ollecting email  addr esses fr om qualif ied leads.  Take the f ollowing stud y from Mar keto (Figur e 7.2), which f ound  that mo ving fr om f ive to se ven to nine f orm f ields diminishe d the  conversion r ate (defined in this c ase as the per centage o f visi tors  who pr ovided their email addr esses and be came le ads) from 13.4%  to 12% to 10% and incr eased the c ost per le ad fr om $31.2 4 to $34.94  to $41.90 . Cle arly, choosing ho w man y form f ields to use pla ys an  impor tant role in pricing and de vising le ad gener ation c ampaigns.  (Note: The c ost per le ad incr eases be cause i t costs a c ertain amoun t  of mone y to run the ads associa ted wi th this le ad gener ation  campaign. H ence, the lo wer the c onversion r ate, the hig her the c ost  per le ad).  Figur e 7.2 Marketo F orm Fields  Now, if ask ed, \u201cH ow man y form f ields should y ou use as a f irm  in a le ad gener ation c ampaign ?\u201d it mig ht be tempting to answ er,  \u201cOne. \u201d Cle arly, the f ewer form f ields, the mor e leads! Y et using f ewer  form f ields also pr ecludes us fr om ge tting impor tant inf orma tion  Act: Le ad Gener ation and Le ad Nur turing   |  165", "source": "Page 175"}
{"id": "6c000b94fcb6-0", "text": "Figur e 7.3  Scroll-Down  Pop-Up  Opt- In on  Zoella. co.uk  Figur e 7.4  Bottom-of -C ontent  Opt- In on  fastcompany . com about our poten tial customers. I n the c ase abo ve, the f orm wi th  five fields did not ge t the number o f emplo yees o f the f irm, the  industr y the y\u2019re in, the t ype o f CRM system the y use, or their job  func tion. These pie ces o f inf orma tion ar e impor tant because not  all email addr esses ar e equal. I f, for example, a f irm spe cializ es in  a spe cific industr y and in c ompanies o f a spe cific siz e (e.g., SMEs  in the fashion industr y), then c ollecting these pie ces of informa tion  might be w orth the addi tional $3. 70 tha t the le ad c osts. This is  because c ollecting this inf orma tion will help qualif y leads and will  save mone y in the long run when running a le ad nur turing  campaign. W e discuss this ide a in gr eater de tail when w e look a t  lead sc oring la ter in this chapter .  Apar t from longer le ad gener ation f orms, le ads ar e also o ften  obtaine d when shor t opt-in f orms ar e use d in c oncert with unga ted  content mar keting ef forts. W e se e this v ery often on blogs, f or  example ( Figur e 7.3 and Figur e 7.4).  166  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 176"}
{"id": "16a4566f840a-0", "text": "Lead opt-ins e xist in man y forms. The y can be f ound in the f ooter o f  webpages, in the middle o f a blog post, or a t the bot tom o f a content  page. The y mig ht appe ar as a w elcome ga te, a pop-up tha t appe ars  at the star t of your w eb br owsing e xperienc e on a spe cific site, such  as when y ou arriv e on Neil P atel\u2019s website for the f irst time. The y  might tak e the f orm o f a lig htbox (overlay box) pop-up tha t appe ars  when a visi tor perf orms c ertain ac tions, such as spending a spe cific  amoun t of time on a si te, scr olling to a spe cific se ction o f a page ( for  example, scr olling all the w ay down on Zoella \u2019s blog posts ), entering  a spe cific page, or vie wing a spe cific number o f pages on a w ebsite).  Opt-ins can be char acteriz ed base d on t wo dimensions: whe ther  consumers e xplici tly kno w tha t providing their email addr ess will  enter them in a le ad nur turing c ampaign and whe ther the opt-in in  confirme d by the f irm, as f ollows (from Marketo\u2019s Def initive Guide  to Email Mar keting):  \u2022 Implicit opt -in: \u201cWhen a w ebsite visi tor f ills out a f orm on  your si te such as to do wnload a c ontent asse t or r egister f or a  webinar . Your w ebsite\u2019s priv acy polic y must sta te tha t  performing this ac tion a utoma tically opts the user in to email  marketing. This option is lo w effort, but also has the lo west  level of engagemen t.\u201d  \u2022 Explicit opt -in: They \u201crequire the user to v olun tarily sign up  and g ive their persona inf orma tion. Of ten this tak es the f orm  of a registration bo x or page tha t reads some thing lik e \u201bI want  to receive news", "source": "Page 177"}
{"id": "16a4566f840a-1", "text": "registration bo x or page tha t reads some thing lik e \u201bI want  to receive news and upda tes\u2019.\u201d  \u2022 Single opt -in: \u201cWhen a ne w subscriber en ters his email  addr ess and possibl y other inf orma tion ( demogr aphics,  preferences, e tc.). H e is imme diately subscribe d and will  automa tically receive the ne xt email in y our nur ture  campaign. \u201d  \u2022 Double opt -in: \u201cThese oc cur when a ne w subscriber en ters his  email addr ess and, depending on y our ne eds, other  informa tion and c ontent preferences. A post-subscribe thank  you page ma y aler t him to look f or an email c onforma tion.  Act: Le ad Gener ation and Le ad Nur turing   |  167", "source": "Page 177"}
{"id": "3b5694c4f7c9-0", "text": "Once he r eceives tha t email, he \u2019ll nee d to click on a link or  button to c onfirm.\u201d  Increasing ly, transpar ency has be come the name o f the game when  practicing online mar keting, and an e xplici t double opt-in is o ften  seen as a best pr actice. This is be cause c onsumers ar e mor e likely to  open emails tha t the y receive when the y cle arly kno w tha t the y had  signe d up to r eceive them. Addi tionall y, double opt-ins ensur e tha t  consumers w ant to r eceive an email and that the email addr ess the y  gave was valid.  Lead Sc oring  Lead scoring  is an appr oach to r anking le ads base d on their v alue to  a firm, which suppor ts mar keting and sales ac tivities. I t helps qualif y  leads and indic ate whe ther ef forts should be de voted to mar ket to a  lead, as w ell as the mo vemen t of the le ad thr oughout their journe y  and, poten tially, if and when the y reach the pur chase stage.  Man y appr oaches e xist to sc ore leads, such as the f ollowing:  \u2022 BANT:  budge t, authori ty, need, timeline  \u2022 MED DIC: metrics, e conomic bu yer, decision cri teria, de cision  process, iden tify pain, champion  \u2022 CHAMP:  challenges, a uthori ty, mone y, priori ty  \u2022 GPCTB A/C&I: goals, plans, challenges, timeline, budge t,  authori ty/nega tive conse quenc es and posi tive implic ations  \u2022 ANUM:  authori ty, need, ur genc y, mone y  \u2022 FAINT:  funds, a uthori ty, interest, ne ed, timing  Lead sc oring appr oaches use da ta collected by the f irm ( e.g., using  forms ) as w ell as beha vioral da ta collected during the in teractions  of leads wi th the f irm (", "source": "Page 178"}
{"id": "3b5694c4f7c9-1", "text": "vioral da ta collected during the in teractions  of leads wi th the f irm ( e.g., whe ther or not the le ad opens an email,  requests a c all, or vie ws a pr oduc t). We will gr oup these t ypes o f  168  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 178"}
{"id": "e3e22b1e1189-0", "text": "data under \u201c obser vable or e xplici t char acteristics\u201d and \u201cbeha viors  or implici t char acteristics. \u201d Either t ype o f data helps the f irm kno w  whether a c onsumer is in terested in them and whe ther i t should  devote ef forts mar keting to them.  Obser vable or exp licit char acteristics  represen t data tha t a firm  can r eadily collect by asking c onsumers or obser ving them ( e.g.,  on their Link edIn profile). This da ta is t ypically collected by simpl y  asking c onsumers f or it (for e xample, b y using a f orm or during  a phone c all) or b y looking them up online. Examples o f such  char acteristics include the f ollowing:  \u2022 job ti tle  \u2022 firm siz e  \u2022 personal or f irm r evenue  \u2022 compan y siz e  Marketo offers mor e than 50 obser vable/explici t char acteristics in  their le ad sc oring guide  (p. 18 ).  Beha vioral or im plicit char acteristics  represen t data ac quired  through the tr acking o f online ac tivities to me asur e the in terest o f  a lead in a f irm\u2019s produc t or ser vice. This da ta is t ypically collected  when a le ad visi ts the f irm\u2019s website, in teracts wi th its emails, and  responds to o ffers. Examples o f such da ta poin ts include the  following:  \u2022 clicking on a link in an email  \u2022 viewing a pr oduc t page  \u2022 watching a vide o demoing a pr oduc t  \u2022 viewing multiple pages during a session  Marketo offers mor e than 200 beha vioral/implici t char acteristics in  their le ad sc oring guide  (pp. 19\u2013 20).  Lead sc oring en tails f irst iden tifying the da ta tha t a firm belie ves  is relevant to sc oring le ads. This pr ocess will gr eatly vary depending  on the f", "source": "Page 179"}
{"id": "e3e22b1e1189-1", "text": "sc oring le ads. This pr ocess will gr eatly vary depending  on the f irm. Questions such as \u201c Who is r esponsible f or making  Act: Le ad Gener ation and Le ad Nur turing   |  169", "source": "Page 179"}
{"id": "14f7c420d2d7-0", "text": "purchases?\u201d , \u201cDoes m y consumer ne ed to ha ve a c ertain r evenue to  buy my produc t?\u201d or \u201c What kind o f actions c an I mak e consumers  take tha t sho w tha t the y ha ve an in terest in m y pr oduc t?\u201d c an  help iden tify ho w to sc ore leads. Onc e the rig ht char acteristics  have be en iden tified, firms will t ypically assign a w eight to them.  For e xample, ha ving the rig ht job ti tle mig ht be w orth less than  viewing a pr oduc t demo or r equesting a sales c all. B y assigning  poin ts to e ach char acteristic, a f irm c an establish whe ther a le ad is  qualif ied and ho w a le ad is mo ving thr ough their journe y. Leads wi th  a certain sc ore can be iden tified as mar keting-qualif ied, while le ads  that later reach a hig her sc ore can be iden tified as sales-qualif ied.  An e xample o f a le ad sc oring fr amework tha t has  historic ally been  heavily use d by firms thr oughout the w orld is the BANT ( budg et- authori ty-need -timeline ) framew ork. We use this fr amework her e  to e xemplif y ho w to perf orm le ad sc oring when f ocusing on  obser vable or e xplici t char acteristics. For e xample, to cr eate a le ad  score, a f irm c ould cr eate forms or c ollect data during c alls wi th  poten tial customers and ask questions such as  the f ollowing :  \u2022 Budge t: What is the budge t of the poten tial customer? H ow  does i t align wi th m y produc t or ser vice?  \u25e6 Questions to ask the le ad:  \u25aa Do y ou ha ve a budge t set aside f or this pur chase ?  What is it?  \u25aa Is this an impor tant enoug h priori ty", "source": "Page 180"}
{"id": "14f7c420d2d7-1", "text": "What is it?  \u25aa Is this an impor tant enoug h priori ty to alloc ate funds  toward?  \u25aa What other ini tiatives ar e you spending mone y on?  \u25aa Does se asonali ty affect your funding ?  \u2022 Authori ty: W ho mak es the de cision to pur chase ?  \u25e6 Questions to ask the le ad:  \u25aa Whose budge t does this pur chase c ome out o f?  \u25aa Who else will be in volved in the pur chasing de cision ?  \u25aa How ha ve you made pur chasing de cisions f or  produc ts similar to ours in the past?  170  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 180"}
{"id": "a2316dd3a1d4-0", "text": "\u25aa What obje ctions to this pur chase do y ou an ticipa te  encountering ? How do y ou think w e can best handle  them ?  \u2022 Need: W hat is the ne ed of the le ad? Can m y produc t or ser vice  answ er this ne ed?  \u25e6 Questions to ask the le ad:  \u25aa What challenges ar e you strugg ling wi th?  \u25aa What\u2019s the sour ce of tha t pain, and wh y do y ou feel it\u2019s  worth spending time on ?  \u25aa Why hasn \u2019t it been addr esse d bef ore?  \u25aa What do y ou think c ould sol ve this pr oblem ? Why?  \u2022 Timeline: W hat is the pur chase timeline o f the le ad? H ow does  this align wi th m y sales pr ocess?  \u25e6 How quickl y do y ou ne ed to sol ve your pr oblem ?  \u25e6 What else is a priori ty for you?  \u25e6 Are you e valuating an y other similar pr oduc ts or ser vices?  \u25e6 Do y ou ha ve the c apaci ty to implemen t this pr oduc t right  now?  Last, i t is impor tant to emphasiz e the r ole of progressive profiling ,  the ide a tha t you should c ollect inf orma tion fr om poten tial  customers thr oughout their in teractions wi th your f irm. As w e saw  earlier, you c an\u2019t ask a lot fr om visi tors when the y fill out a f orm  without hindering the c onversion o f visi tors to le ads. H ow, then, do  you c ollect this inf orma tion? By slo wly collecting bi ts and pie ces  over time. This c an be done, f or e xample, thr ough the use o f  progressiv e profiling te chnolog y and dynamic f orms , wher e a f irm  sets up ahe ad o f time man y forms tha t iteratively collect  informa tion base d on wha t a c onsumer will ha ve pr ovided on a  previous f orm. Put dif ferently, if c onsumers g ive their name and  email", "source": "Page 181"}
{"id": "a2316dd3a1d4-1", "text": "f orm. Put dif ferently, if c onsumers g ive their name and  email in the f irst f orm, the se cond f orm will mo ve to asking f or  pieces o f inf orma tion tha t ha ve yet to be obtaine d. Another  appr oach is to c ombine e xplici t and implici t scoring and sc ore a le ad  over time as the y interact with a f irm\u2019s website.  Act: Le ad Gener ation and Le ad Nur turing   |  171", "source": "Page 181"}
{"id": "daccd1d77dc6-0", "text": "Lead Nurturing  Once a f irm has ac quired leads and qualif ied them (i.e., as M QLs), it  enters a pr ocess o f lead nur turing. Lead n urturing  represen ts the  \u201cpurposeful pr ocess o f engag ing a def ined tar get group b y providing  relevant inf orma tion a t each stage o f the bu yer\u2019s journe y,  positioning y our c ompan y as the best ( and saf est) choic e to enable  them to achie ve their obje ctives\u201d (Hubspot ).  Let\u2019s examine some o f the k ey aspe cts of this def inition.  First, le ad nur turing is a purposeful pr ocess. I n this chapter and  the ne xt, w e are going to emphasiz e ho w this in tent transla tes to  always ha ving a cle ar ide a of what comes ne xt for the c onsumer .  What happens when y ou receive an email addr ess fr om a c onsumer?  What comes ne xt? W hat email should y ou send them ? What should  be in this email? W hat action should the y be ask ed to perf orm then ?  What should the le ad be achie ving ther e? This ties closel y to the  idea of having cle arly def ined conversion pa ths. W hen doing le ad  nurturing, the f irm is in teracting wi th the le ad, but i t has a cle ar  script in mind. I t kno ws the steps the le ad should go thr ough to  convert them to customers.  Second, le ad nur turing looks a t engag ing a def ined tar get group.  That has a f ew implic ations. First, a f irm should ha ve cle arly def ined  personas tha t the y w ant to engage. Se cond, le ad nur turing  campaigns ar e persona-spe cific. The y are persona-spe cific be cause  what mak es a persona tick will pr obabl y vary be tween personas.  They are also a t spe cific stages o f the bu yer\u2019s journe y, which brings  us to the thir d aspe ct of the def inition.", "source": "Page 182"}
{"id": "daccd1d77dc6-1", "text": "y, which brings  us to the thir d aspe ct of the def inition.  Third, lead nur turing aims to pr ovide r elevant informa tion a t each  stage o f the bu yer\u2019s journe y. The onl y way to achie ve this, i.e., to  create relevant content for le ads tha t varies depending on which  stage o f their journe y the y\u2019re at, is to ha ve in mind a cle ar persona  and a cle ar understanding o f their journe y.  Last, f irms pr actice lead nur turing in or der to sell pr oduc ts. Yet as  we have seen o ver the c ourse o f the pr eceding chapters, this should  172  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 182"}
{"id": "4edc5f11ec23-0", "text": "ideally come a t the end o f the le ad nur turing pr ocess, i.e., when the  firm belie ves tha t the le ad has r eache d the pur chase stage.  The f ollowing f our main ac tivities r elate to le ad nur turing:  \u2022 getting permission to mar ket to c onsumers, or wha t we  achie ve during le ad gener ation  \u2022 educating and en tertaining le ads wi th relevant informa tion  that aligns wi th their stage in their journe y  \u2022 moni toring the pr ogress o f leads thr ough lead sc oring  \u2022 promoting y our pr oduc t onc e the le ad has r eache d the  purchase stage  On a verage, consumers who pr ovided you wi th their email  addr esses r eceive ten mar keting touches fr om the time the y en ter  the top o f the sales funnel un til the y become a customer .  To facili tate segmen tation f or le ad nur turing ac tivities, f irms  typically create extensiv e email mar keting lists. These lists should  provide the inf orma tion ne cessar y to cr eate c ampaigns tha t  correctly addr ess the ne eds, challenges, and motiv ations o f  consumers and the stage o f the journe y the y\u2019re in. U seful  informa tion to f or email mar keting lists includes the f ollowing:  \u2022 sociodemogr aphic inf orma tion, which facili tates tar geting  activities  \u2022 acquisi tion da te, which helps to kno w whe ther the le ad aligns  with ho w long i t typically tak es a f irm to sell a pr oduc t to tha t  specific persona  \u2022 frequenc y, i.e., ho w often the le ad has indic ated the y would lik e  to receive emails  \u2022 lead sc ore and assume d journe y stage, which should help tailor  which email to send to which le ad depending on their stage in  the journe y  \u2022 persona, to help tailor the message  \u2022 how/wher e you ac quired the le ad  Act: Le ad Gener ation and Le ad Nur", "source": "Page 183"}
{"id": "4edc5f11ec23-1", "text": "e you ac quired the le ad  Act: Le ad Gener ation and Le ad Nur turing   |  173", "source": "Page 183"}
{"id": "c0a19812a2be-0", "text": "Similar ly to persona, this last poin t is help ful f or c ontinuing the  conversation a f irm star ted wi th a c onsumer . For e xample, le t\u2019s  assume tha t a c onsumer signe d up to an email list fr om a blog post  or a pillar page on the topic o f \u2018\u201cback pain \u201d from the w ebsite of a  shoe manufac turer spe cializing in back pain. I deally, this c onsumer  should r eceive inf orma tion tha t is dif ferent from another c onsumer  who signe d up af ter clicking a se arch ad tha t offered \u201ccomfortable  shoes. \u201d The be tter the inf orma tion a f irm pr ovides c aters to a le ad\u2019s  needs, motiv ations, and challenges, the mor e lik ely the y ar e to  engage in a c onversation and ultima tely buy a pr oduc t.  The main ide a her e is tha t one siz e does not fit all. Le ad nur turing  campaigns should be cle arly tailor ed to personas and the stages  they are in.  The me trics use d to anal yze mar keting c ampaigns include the  following:  \u2022 bounce r ate: the number o f email addr esses tha t had a bounc e  back fr om the ISP s  \u2022 open r ate: the per centage o f emails opene d out o f the total  number o f emails sen t  \u2022 clickthr ough rate: the number o f subscribers tha t have click ed  on at least one link in y our email  \u2022 click -to-open r ate (CTO ): the per centage o f recipien ts who  opene d the email message and also click ed on an y link in the  email message  \u2022 unsubscribe r ate: the per centage o f subscribers who opte d  out fr om y our list ( unsubscribe d number /emails deliv ered \u00d7  100 = unsubscribe d rate)  These me trics should help ga uge the le vel of engagemen t of leads  with our email mar keting c ampaigns and wher e ther e mig ht be  issues. For e xample, if our open r", "source": "Page 184"}
{"id": "c0a19812a2be-1", "text": "wher e ther e mig ht be  issues. For e xample, if our open r ate is gr eat but our clickthr ough  rate is ab ysmal, this pr obabl y indic ates tha t ther e is some thing  wrong wi th the w ay the email is cr afted, or tha t the c ontent does  not align wi th the subje ct line o f the email.  174  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 184"}
{"id": "366a59f99a44-0", "text": "What Happens Onc e You Get a Le ad?  Ideally, acquiring a le ad\u2019s email addr ess should star t a se quenc e  of planne d emails and other mar keting ac tivities ( such as ad  retargeting, which w e will c over in the ne xt chapter ). This se quenc e  of planne d emails should aim a t transforming a mar keting-qualif ied  lead to a sales-qualif ied lead (M QL to SQ L), using tar geted content  to mo ve the le ad fr om inf orming them about their pr oblem to  helping them e valuate their solution to e xplaining wh y a f irm\u2019s  produc t is the best solution.  The f irst email in an email mar keting c ampaign should be an  onboar ding email . An onboar ding email  should guide le ads and  educate them about wha t is about to c ome. This email should help  make a le ad tak e the ne xt step in the series o f planne d ac tivities a  firm has se quenc ed. Of ten, onboar ding emails will tell le ads wha t to  expect, such as the c ontent of futur e emails and ho w often the y will  be sen t.  Let\u2019s tak e a look a t Instagr am\u2019s onboar ding email.  First, I nstagr am asks whe ther w e inde ed create an ac count with  them, i.e., the y practice double opt-in ( Figur e 7.5).  Act: Le ad Gener ation and Le ad Nur turing   |  175", "source": "Page 185"}
{"id": "b09068a82fb3-0", "text": "Figur e 7.5  Double  Opt- In on  Instagr am \u2013  Part 1  Second, the y push y ou to tak e the ne xt step in or der to maximiz e  your engagemen t on their pla tform. I n the c ase o f social me dia  networks, a thr eshold ef fect has be en f ound to maximiz e  engagemen t, wher e following a minimum number o f people gr eatly  boosts the chanc e tha t a user will c ome back. I t thus mak es sense  that this is f irst ac tion tha t Instagr am pr oposes users to engage in  (Figur e 7.6).  176  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 186"}
{"id": "8d7cd077b6e9-0", "text": "Figur e 7.6  Double  Opt- In on  Instagr am \u2013  Part 2  Last, I nstagr am tells users to star t using the pr oduc t (Figur e 7.7),  which is also qui te w ell aligne d wi th wha t we would e xpect people  to w ant to do onc e the y have signe d up f or an I nstagr am ac count.  Act: Le ad Gener ation and Le ad Nur turing   |  177", "source": "Page 187"}
{"id": "8c504e502d42-0", "text": "Figur e 7.7  Double  Opt- In on  Instagr am \u2013  Part 3  Here is another e xample, this time fr om a le ad obtaine d from a  content opt-in ne wsle tter subscriber who w as reading a blog ar ticle  on Christmas de corations on the Cr ate & Barr el blog. I mpor tantly,  we can se e ho w Cr ate & Barr el continues the c onversation tha t  started on a Christmas-r elated blog post b y offering mor e  informa tion on Christmas de corations ( Figur e 7.8).  178  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 188"}
{"id": "b0c2d94beea0-0", "text": "Figur e 7.8  Drip E mail  Sequence  Example  Act: Le ad Gener ation and Le ad Nur turing   |  179", "source": "Page 189"}
{"id": "d459d35a557d-0", "text": "First, the onboar ding email c ongr atulates the le ad for signing up f or  the ne wsle tter and e xplains wha t the le ad will be r eceiving in the  futur e. Then, the f irst ac tion o ffered to c onsumers is to e xplor e new  articles r elating to Christmas de corations. The email then br eaks  down pr oduc t categories tha t a user mig ht be in terested in.  The onboar ding email should be the f irst email in a se quenc e of  emails me ant to c onvert leads to customers, which should ide ally  follow consumers in their journe y (i.e., mo ving fr om pr oblem to  solution to pr oduc t). This email se quenc e is o ften r eferred to as a  drip email se quenc e or drip email c ampaign. H ere is ho w Hubspot  explains an email drip c ampaign:  An email drip cam paign  is a f orm o f automa ted sales  outr each. I t\u2019s comprise d of a series o f emails a utoma tically  sent to a spe cific audienc e after the y tak e a spe cific ac tion.  For e xample, if a le ad do wnloads a whi tepaper on r ecruiting  best pr actices, the y mig ht be plac ed in a drip c ampaign  sharing r elevant recruiting c ontent. The f inal email mig ht  include a CT A to r equest a demo f or y our r ecruiting  software.  This is ( very simpl y) represen ted in Figur e 7.9 (text here). The e xact  steps and c ontent would depend on the stage a t which a c onsumer  signe d up. For e xample, w ere the y reading an a wareness post or  reading about poten tial solutions f or their pr oblem ?  Figur e 7.9 Drip Sequence  We can se e ho w each email ser ves a de dicated func tion. The f irst  180  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 190"}
{"id": "e9e124b9c84b-0", "text": "email is an onboar ding email e xplaining the v alue o f signing up  for the ne wsle tter. The email tha t follows mig ht be a pr oblem-  or solution-f ocuse d email depending on wher e the c onsumer is in  their journe y (since we\u2019re at the le ad gener ation stage, gener ally  the c onsumer should be fur ther do wn the funnel, e.g., w eighing  their options ). The thir d email is a pr omotional pr oduc t email to  conclude a sale, the f ourth email is a r eminder (if the sale hasn \u2019t  been c onclude d), and the last email mak es sur e tha t the c onsumer  still w ants to r eceive emails ( since the sale still hasn \u2019t be en  conclude d).  A simplif ied applic ation o f this se quenc e as pr ovided b y  dripscripts  is as f ollows:  \u2022 Email 1: B ryan, All I c an sa y is THANK Y OU! (Thank y ou email)  \u2022 Email 2: Con tent w/ P.S. M ention o f offer (Content email)  \u2022 Email 3: Did y ou ge t your Cup o f Joe? (Pr omo email)  \u2022 Email 4: 1 D AY LEFT) Does an yone else ha ve these questions?  (Q&A persuasion email)  \u2022 Email 5: [Disappe ars @ Midnig ht] 80% o ff my new Self  Publishing Course (\u2026plus 5 fr ee  \u2022 bonuses ) (Promo email)  \u2022 Email 6: L AST C ALL \u2013 Self -Publishing T raining B undle Closing  in 4 hours ( Closing email)  Real lif e, thoug h, is not as str aightforward. Base d on wha t we  learne d in le ad sc oring, w e could also le verage her e the ide a of  beha vioral sc oring and cr eate de cision tr ees to help str engthen our  chanc es of converting le ads. Did the y open the email? Click on the  link w e provided? R ead", "source": "Page 191"}
{"id": "e9e124b9c84b-1", "text": "Did the y open the email? Click on the  link w e provided? R ead the blog post? Emails and other mar keting  activities should be inf orme d by wha t the c onsumer has done wi th  the last ac tivity the y interacted wi th. Marketing a utoma tion has  helpe d create mor e comple x mar keting c ampaigns base d on ho w a  user will ha ve interacted wi th a pr evious mar keting ac tivity. Figur e  7.10 (text here) sho ws a f low char t for a simple e xample fr om Jacobs  Levenger /Smart Insights.  Act: Le ad Gener ation and Le ad Nur turing   |  181", "source": "Page 191"}
{"id": "fd6a43077b15-0", "text": "Figur e 7.10 E mail A utomation / Text Description  A Few Tips for W riting Emails  The inf orma tion should be w ell hier archized, wi th the main message  and the c all to ac tion associa ted with the goal y ou w ant consumers  to ac complish loc ated above the f old (i.e., bef ore an y scr olling  happens ). Emails should be shor t, wi th li ttle to no scr olling. The  subje ct line should include a c all to ac tion and be tr anspar ent about  the c ontent of the email. Emails aiming a t conversion wi th a cle ar  goal f or consumers af ter the click c an benef it from being associa ted  with a landing page (i.e., the click le ads the user to a landing page ),  and other landing pages tips, such as main taining a lo w attention  ratio, c an be useful to cr eate hig hly converting emails. Mailchimp  provides i ts top tips and ad vice as w ell as design ide as in their email  design guide her e.  182  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 192"}
{"id": "c558ac98cab2-0", "text": "Exer cises  You ar e Paper like, a compan y tha t spe cializ es in an i Pad  screen pr otector tha t replic ates the paper e xperienc e.  One o f the personas y ou ar e tar geting is Alister and Alic e.  A&As ar e illustr ators e ager ly awaiting their ne w iPad Air  2020 wi th the P encil 2. The y intend to use the Procreate  app to star t doing dig ital dr awings and designs. The y are  new to illustr ating in a dig ital en vironmen t and the y have  never use d a de vice like this to dr aw bef ore. The y are  reluctant to mo ve away from pen and paper but belie ve tha t  this mig ht help mo ve their w ork online mor e easily.  Scoring Le ads  \u2022 What are two dif ferent mar keting ac tivities y ou  could do to ga ther le ads?  \u2022 You ar e creating a f orm associa ted with a pie ce of  gated content. How would y ou sc ore poten tial le ads?  \u25e6 What would be the f irst thr ee questions y ou  would ask?  \u25e6 What would be an addi tional t wo questions?  \u2022 What could be a f ew ways to sc ore leads  Act: Le ad Gener ation and Le ad Nur turing   |  183", "source": "Page 193"}
{"id": "4292998fa3c7-0", "text": "beha viorally (i.e., base d on implici t char acteristics )?  Email Campaigns  You ha ve created leads wi th A& As using a bot tom-o f- content opt-in. The blog post is pr oblem-orien ted. The ti tle  of the post is \u201cBe coming a dig ital ar tist,\u201d and i t addr esses  some o f the pr oblems illustr ators fac e when mo ving to a  digital en vironmen t.    Think o f a series o f five emails.  \u2022 What will be the gener al ide a of each email?  \u2022 How can you sc ore the le ad beha viorally?  \u2022 How do y ou nur ture the le ad to ward a sale ?  184  |  Act: Le ad Gener ation and Le ad Nur turing", "source": "Page 194"}
{"id": "fdabfe7e7da0-0", "text": "Convert: Conversion  Optimization  PIERRE- YANN DOLBEC  Overview  In this chapter , we cover wha t conversion is and ho w to optimiz e  webpages to c onvert be tter. To tha t end, w e discuss c onversion  rate optimiza tion, ho w to iden tify wha t to optimiz e when pe ople  move from one w ebpage to another , some c onversion-c entered  principles, A/B testing, and r etargeting.  Learning O bjectives  Understand wha t conversion r ate optimiza tion is and  some appr oaches to optimizing w ebpages and w ebsites.  Convert  The convert stag e is focuse d on incr easing c onversions to maximiz e  sales. I t emphasiz es both maximizing c onversions acr oss the  journe y of consumers and impr oving c onversion fr om le ad to  customer . Since our main obje ctive is to incr ease c onversions, an y  Convert: Con version Optimiza tion  |  185", "source": "Page 195"}
{"id": "cebc4388e48a-0", "text": "indic ator associa ted wi th me asuring and impr oving c onversion c an  serve as a KP I her e, depending on wha t exactly we are trying to  achie ve. Examples o f KPIs include sales, per cent conversion o f lead  to sale, a verage or der, cost per c onversion (per channel), a verage  conversion time, abandone d carts, and sales per sour ce.  Conversion Rate Optimization  Conversion r ate optimiza tion is the pr ocess o f impr oving w ebpages  and w ebsites to incr ease c onversions. A conversion  refers to a user  achie ving a goal b y taking a desir ed ac tion. Con versions c an  therefore happen on an y webpage o f a w ebsite tha t has a goal tha t a  firm w ants users to achie ve.  Conversion r ate is the per centage o f people tha t visi t a page and  achie ve a desir ed goal or ac tion ( conversion r ate = c onversions / number o f visi tors \u00d7 100 ).  Figur e 8.1 Conver sion Rate  Althoug h we mig ht tend to think o f conversion as a c onsumer  comple ting a pur chase, man y other goals  can be se t up f or them,  such as submi tting a f orm, clicking on a link, r eaching a par ticular  page, or spending a c ertain amoun t of time or vie wing a c ertain  number o f pages on a w ebsite. A distinc tion tends to be made  between goals tha t lead c onsumers to achie ve certain cri tical  actions se t up b y a firm and goals tha t consumers c omple te in their  186  |  Convert: Con version Optimiza tion", "source": "Page 196"}
{"id": "eecdbe288d18-0", "text": "journe y to achie ving those cri tical ac tions. Optimiz ely talks about  common and ultima te goals. Goog le discusses micr o and macr o  conversions.  Conversion r ate optimiza tion is impor tant because i t helps f irms  impr ove the number o f users who mig ht achie ve spe cific goals. I t  can le ad to a hig her number o f leads, lo wer ac quisi tion c osts, and  increased revenue, f or example. I t is also usuall y che aper to c onvert  more visi tors than to a ttract mor e visi tors, making c onversion r ate  optimiza tion the mor e cost-ef fective way to impr ove a business.  A useful w ay to think about micr o and macr o goals or c onversions  is to ask the question, \u201c What are the li ttle ac tions along their  journe y tha t consumers ne ed to tak e (micr o goal /conversion ) in  order f or them to achie ve wha t I ultima tely want them to do ( macr o  goal/conversion )?\u201d  These c an v ary depending on the t ype o f website tha t a f irm  is running. For e-c ommer ce websites, pur chases ar e the main  indic ator o f whe ther the si te is perf orming w ell. Be cause social  media w ebsites mostl y mak e revenue base d on ads and b y making  sure tha t users ar e par ticipa ting and r eturning, time spen t on si te  and engagemen t-related goals mig ht be mor e impor tant. News  websites mig ht have a mix o f both. Thus, goals f or visi tors v ary  depending on the t ype o f website and the business model o f a firm.  Since conversions ar e calcula ted base d on whe ther users achie ve  a goal, the f irst questions to ask to pr actice conversion r ate  optimiza tion ar e \u201cWhat are the goals I w ant users to achie ve on m y  website?\u201d and \u201c What are the goals users should achie ve on spe cific  webpages in ser vice", "source": "Page 197"}
{"id": "eecdbe288d18-1", "text": "and \u201c What are the goals users should achie ve on spe cific  webpages in ser vice of achie ving the lar ger goal?\u201d Man y such goals  can be achie ved, and as a r esult, c onversion r ate optimiza tion mig ht  touch man y elemen ts of websites, such as f orms, c arts, and c ontent  on w ebpages. Other t ypes o f online pr oper ties, such as apps and  emails, c an also be optimiz ed. L ast, c onversion pa ths c an be  optimiz ed by iden tifying whe ther ther e are mo vemen ts be tween  parts of a pa th (e.g., mo ving fr om an ad to a landing page or fr om a  landing page to a c art) tha t seem to be hinder ed.  Convert: Con version Optimiza tion  |  187", "source": "Page 197"}
{"id": "37107faf531c-0", "text": "Understanding What to Optimize  To manage optimiza tion, f irms should f irst e xamine the gener al  path o f a spe cific persona as the y mo ve from visi tor to le ad to  customer . This g ives an o verview of the str ategic pic ture of our  overall c onversion ef forts. Trew Mar keting provides us wi th an  abstr act funnel as sho wn in Figur e 8.2  (text here).  Figur e 8.2 Funnel / Text Description  When w e look a t the journe y of consumers this w ay, we see ho w,  out o f all o f the visi ts tha t we receive on our w ebsite, w e convert  only a fr action to le ads. Then, out o f all o f these le ads, onl y a fr action  will be mar keting qualif ied. W e then mar ket to these le ads and  engage in le ad nur turing, and onl y a fr action will mo ve forward in  their journe y and be come sales qualif ied. Lastly, from these SQ Ls,  only a fr action will be come our customers. Each o f these momen ts,  wher e a person mo ves fr om one stage to another , mig ht need our  attention. I s our c onversion r ate fr om visi tor to le ad good? W hat  about our c onversion r ate from SQ L to customer?  Looking a t the perf ormanc e of a f irm thr oughout i ts ef forts  188  |  Convert: Con version Optimiza tion", "source": "Page 198"}
{"id": "929ecb9320e7-0", "text": "Figur e 8.3  Google \u2019s  Conver sion  Funnel  Example associa ted wi th the c onsumer journe y and wha t happens be tween  the dif ferent tha t stages a c onsumer goes thr ough (i.e., visi tor, lead,  customer , and engage d customer ) is a good f irst step to iden tify  exactly wher e a firm should deplo y optimiza tion ef forts.  Once a f irm understands which steps in the journe y seem to be a  bottlene ck to ac quiring customers, i t can concentrate on optimizing  the spe cific elemen ts of tha t step ( e.g., a landing page, a shopping  cart, or a pr oduc t page ). Using so ftware such as Goog le Anal ytics,  firms c an se t up steps f or users to achie ve on spe cific pages and  measur e whe ther users ar e going thr ough these steps. For e ach  goal, f irms c an link a series o f steps to cr eate conversion funnels  (here is an e xample f or cart abandonmen t). An example  of a funnel  for the goal o f buying a pr oduc t could be the f ollowing:  Homepage > [ Step: Click on shop no w] > Pr oduc t categories page  > [Step: Click on a c ategor y] > S pecific pr oduc t categor y > [ Step:  Click on a pr oduc t] > Pr oduc t page > [ Step: Click \u201cbu y no w\u201d] >  Checkout page > [ Step: Fill out f orm] > [Step: B uy produc t]  Anal ytics solutions then g ive output tha t sho ws the per centage o f  people tha t achie ve each step. For e xample, an e xample o f Goog le\u2019s  conversion funnel is sho wn in Figur e 8.3.  This f igure provides a f ew key pie ces of informa tion. On the top lef t,  Convert: Con version Optimiza tion  |  189", "source": "Page 199"}
{"id": "8432c5dffc14-0", "text": "we see tha t 22 320 pe ople r eache d the c art and tha t 14 709 e xited  the funnel a t this stage. 7 611 en tered the funnel and mo ve to the  billing and shipping page, or about 34% o f the pe ople who r eache d  the funnel. The bar in the \u2018 cart\u2019 bo x represen ts this per centage  visuall y. On the top rig ht, we see tha t, out o f the 14 709 who e xited  the funnel, 4 208 visi tors lef t the w ebsite, 2 805 mo ved to the sign- in page, 2 433 mo ved to the bask et page, 8 94 w ent to the stor e  page, and 792 w ent back to the home page. W e can inf er fr om this  that man y users w anted to sign in, per haps to benef it from a lo yalty  program ( e.g., the y will ac cumula te poin ts on their pur chase ) or  some pr omotion ( e.g., fr ee shipping f or members ). Consumers who  return to the bask et or the stor e mig ht be unde cided about their  overall or der and w ant to add or r emo ve items. Consumers who  exited the w ebsite, thoug h, mig ht be se en as w orrisome, and ther e  might be ac tivities to deplo y her e (e.g., r etargeting ads, abandone d  cart email). I t also ser ves to iden tify an ar ea for c onversion  impr ovemen t to minimiz e consumers who e xit the w ebsite af ter  having put i tems in their c art. Next, w e see tha t, out o f the 7 611  users who r eache d the billing and shipping page, almost all ( 93%)  comple ted their tr ansac tions. This poin ts to a w ell-optimiz ed billing  and shipping page.  A/B T esting  One o f the main tools in the arsenal o f conversion optimiza tion is  A/B testing.  A/B tests  \u201cconsist", "source": "Page 200"}
{"id": "8432c5dffc14-1", "text": "o f conversion optimiza tion is  A/B testing.  A/B tests  \u201cconsist o f a randomiz ed experimen t with two varian ts,  A and B. I t includes the applic ation o f sta tistic al hypothesis testing  or \u201btwo-sample h ypothesis testing\u2019 as use d in the f ield o f sta tistics.  A/B testing is a w ay to c ompar e two versions o f a sing le variable,  typically by testing a subje ct\u2019s response to v arian t A against v arian t  B, and de termining which o f the t wo varian ts is mor e effective\u201d  (Wikipe dia).  190  |  Convert: Con version Optimiza tion", "source": "Page 200"}
{"id": "1ea65f56df3b-0", "text": "In plain language, an A/B test c ompar es two versions o f the same  webpage wher e one elemen t differs ( e.g., a dif ferent call to ac tion,  backgr ound image, or he ading). U sing so ftware solutions, half the  traffic to this w ebpage o ver a spe cific period o f time is sen t to  version A and the other half is sen t to v ersion B. Then the  performanc e of both pages on wha tever goal c onsumers w ere  suppose d to achie ve on this page is c ompar ed.  Let\u2019s tak e the f ollowing landing page ( Figur e 8.4 ), for e xample.  The signup r ate is lo wer than e xpected, and the f irm w ants to  test dif ferent elemen ts of the page. Their f irst h ypothesis is tha t  the he adline is not c onvincing enoug h. The y thus de cide to test a  different headline wi th a cle arer call to ac tion: \u201c Transform y ourself  with Fi t for Lif e\u201d inste ad o f \u201cIt has just be come e asier to de velop  your f itness poten tial.\u201d  Figur e 8.4 A/B T est  They test both pages o ver a period o f a w eek. Af ter the w eek ends,  they compar e version A and v ersion B and f ind out tha t version B  performe d be tter. The y thus k eep version B and mo ve on to testing  other elemen ts of the landing page.  Convert: Con version Optimiza tion  |  191", "source": "Page 201"}
{"id": "c86ed13fd599-0", "text": "Optimizing thr ough A/B testing t ypically leads to marginal g ains ,  meaning tha t it is r are to se e a massiv e dif ference be tween t wo  versions. B ut, o ver time, these mar ginal gains c an add up to  impor tant dif ferences. For e xample, le t\u2019s compar e a w ebsite tha t  does not do an y A/B testing on a landing page to one tha t does  A/B testing e very week and mak es small gains, impr oving their  conversion r ate by a fac tor o f one per cent a w eek (e.g., mo ving fr om  8% to 8. 08% in the f irst w eek). The se cond w ebsite, at the end o f the  year, will ha ve a page tha t perf orms 1.39% be tter. At the end o f the  second y ear, 2.97% be tter. At the end o f the thir d year, 4.76% be tter.  While the f irst landing page still c onverts, le t\u2019s say, 10% o f visi tors,  the se cond landing page no w converts 14. 76%. I f the impr ovemen ts  are by a fac tor o f 2% per w eek, this dif ference mo ves to 21. 77%. Lik e  compound in terests, small dif ferences add up to lar ge dif ferences  over time ( Figur e 8.5 ).  Figur e 8.5 A /B Diff erences ( adapted fr om Optimzely )  Anything c an be A/B teste d. If you w ant mor e inf orma tion on ho w  A/B tests c an be use d in pr actice, I hig hly enc ourage y ou to r ead  one o f the f ollowing thr ee case studies fr om Optimiz ely:  192  |  Convert: Con version Optimiza tion", "source": "Page 202"}
{"id": "5b3909aca9c5-0", "text": "\u2022 how Secret Esc apes  A/B teste d a manda tory signup f or an app  \u2022 how Sony Vaio A/B teste d a banner ad and a c art  \u2022 how ComSc ore teste d social pr oofing ( testimonials on pr oduc t  pages ) (note: ComSc ore use d multiv ariate testing r ather than  an A/B test b y testing thr ee variations o f their page )  Conversion-Center ed Principles  We will ne xt c over principles f or conversion -cen tered design  propose d by Unbounc e. The main ide a behind these principles is  to help cr eate hig hly converting w ebpages b y concentrating on k ey  design ide as tha t have less to do wi th cr eating aesthe tically ple asing  websites and mor e to do wi th cr eating w ebsites tha t help mar keters  achie ve their obje ctives.  The principles ar e as f ollows:  1. Create focus . Design pages f or a sing le goal and minimiz e  attention r atio.  2. Draw atten tion. Use design tips such as c olor, directional cues,  and whi te spac e to dir ect visi tors\u2019 a ttention.  3. Build structur e for clari ty. Use visual /informa tion hier archy  to facili tate rapid r eading.  4. Stay consisten t. Match y our ads wi th your landing page  through design and message ma tches.  5. Build trust . Use testimonials and social pr oofing to cr eate  trust worthy pages.  6. Consider congruence . Align all elemen ts of a w ebpage to ward  achie ving i ts goal.  7. Think con tinuity. Always kno w wha t the ne xt step is.  For e xample, applie d to the optimiza tion o f a landing page, these  principles suggest the f ollowing questions:  Convert: Con version Optimiza tion  |  193", "source": "Page 203"}
{"id": "0a6fa77aaa04-0", "text": "1. Does the page ha ve one goal and one associa ted link/c all to  action?  2. Am I using visuals to cle arly indic ate wha t users should do ?  3. If I sc an the page quickl y, is it cle ar and ob vious wha t I should  be doing ?  4. Are my ad and page visuall y and r hetoric ally aligne d?  5. Would I belie ve this page w as trust worthy if it were a  compe titor\u2019s page ?  6. Do all elemen ts work toge ther to ward helping visi tors achie ve  the page \u2019s goal?  7. Is it cle ar wha t users should be doing onc e the y have  comple ted the goal on this page ?  Now let\u2019s examine e ach principle in depth.  Create F ocus  Althoug h we think o f choic e as a gr eat thing, mor e options ar e  associa ted wi th a br eadth of nega tive conse quenc es. Ac cording to  leading psy cholog ist Barr y Sch wartz, o ffering mor e choic es mak es  people less lik ely to pick an option and mor e likely to be dissa tisfied  with the option the y pick ed (TED T alk). Think o f the last time y ou  tried to pick a N etflix mo vie, f or example. H ow long did i t tak e you  to choose a mo vie? How long w ould i t have tak en you if y ou onl y had  two options? On w ebpages, mor e choic es also me an mor e options  offered to visi tors and mor e chanc es tha t the y will not do wha t the y  should be doing on a c ertain page.  For this r eason, the f irst principle asks y ou to cr eate focus on y our  webpages. On landing pages, w e saw tha t the lo wer the atten tion  ratio (the r atio be tween goals and links on a page ), the hig her the  conversion r ate. In 2013, Unbounc e analyzed mor e than 20 ,000 le ad", "source": "Page 204"}
{"id": "0a6fa77aaa04-1", "text": "In 2013, Unbounc e analyzed mor e than 20 ,000 le ad  gener ation landing pages and f ound a nega tive relationship be tween  conversion r ate and number o f links ( related to a ttention r atio,  194  |  Convert: Con version Optimiza tion", "source": "Page 204"}
{"id": "65da47bef50a-0", "text": "Figur e 8.6). Cle arly, the mor e links on a le ad gener ation landing  page, the less lik ely a f irm is to cr eate a le ad. Thus, to cr eate focus  on landing pages, f irms should f ocus on a 1:1 a ttention r atio. T o  accomplish this, landing pages should aim to mak e visi tors  accomplish one goal and one goal onl y.  Figur e 8.6 Attention Ratio W orks  How does f ocus tr ansla te on other pages? Of ten, f ocus is achie ved  by drawing pe ople \u2019s attention to the goal the y are the most lik ely to  be w anting to ac complish b y posi tioning this goal abo ve the f old on  a firm\u2019s page. Concr etely, this o ften tr ansla tes on ha ving onl y one  call to ac tion abo ve the f old, wher e the c all to ac tion is associa ted  with the goal tha t consumers should be achie ving.  Let\u2019s see a f ew examples o f top w ebsites: Optimiz ely, Min t and  Disc ord, and fashion r etailers.  Optimiz ely offers visi tors personaliz ed options depending on  their r oles. Eng ineers ar e ask ed to cr eate a fr ee account, pr oduc t  managers ar e invited to w atch a demo, mar keters c an tr y a visual  editor, data scien tists ar e offered a whi te paper , and te am le aders  Convert: Con version Optimiza tion  |  195", "source": "Page 205"}
{"id": "11dda2088be0-0", "text": "are dir ected to a guide to e xperimen tation. I n shor t, wha t  Optimiz ely has done is (1) iden tify the main goal tha t each persona  is lik ely to w ant to ac complish when visi ting the f irm\u2019s website and  (2) put this goal fr ont and c enter.  Disc ord and Mint emplo y the same tac tic: The y offer visi tors one  option abo ve the f old, tha t is, to use or sign up f or their pr oduc t.  Belo w the f old, the str ategy of both w ebsites is also the same. The y  expand on the benef its of their pr oduc ts, wha t users should e xpect  when the y sign up, pr ovide social pr oofing, and c onclude this sales  pitch wi th, again, an option to sign up or use the pr oduc t. This is  a typical homepage design str ategy for firms tha t sell one or a f ew  produc ts, such as Paper like, which w e discusse d in our e xercise f or  the last chapter .  Altitude-spor ts.com, an online r etailer , emplo ys a str ategy typical  for this t ype o f website: The y offer one or mor e links tha t will mo ve  the visi tor to a se ction o f the w ebsite wher e the y can shop ( see  also FARFETCH ). Ther e are dif ferent appr oaches to doing this. MR  PORTER  invites c onsumers to visi t different produc t categories tha t  align wi th the se ason, such as r ain j ackets for Fall, as w ell as a link  to ne w items. END ., a clothing r etailer , pursues a str ategy typical of  the niche mensw ear mar ket and in vites c onsumers to r egister f or  drops. An alterna tive for retailers tha t have content-he avy w ebsites  is to driv e visi tors to c ontent articles ( SSENSE  follows this str ategy),  probabl y in a", "source": "Page 206"}
{"id": "11dda2088be0-1", "text": "articles ( SSENSE  follows this str ategy),  probabl y in a bid to be come a privilege d sour ce of informa tion f or  high fashion and turn r eaders in to customers.  Impor tantly, for retailers and other t ypes o f websites, the number  of links tha t visi tors c an click abo ve the f old is limi ted. In all o f these  examples, visi tors ar e offered a maximum o f thr ee options abo ve the  fold ( not including the menu ).  Draw Attention  Once a f irm has iden tified wha t goal visi tors ar e suppose d to  196  |  Convert: Con version Optimiza tion", "source": "Page 206"}
{"id": "cd6130d1f514-0", "text": "achie ve, it can use visual elemen ts to dr aw the a ttention o f visi tors  to elemen ts of the w ebsite tha t should le ad them to achie ve this  goal. A f ew visual principles c an help us her e (images fr om  Unbounc e).  Encapsulation  Practice encapsula tion by bounding an elemen t you w ant to dr aw  attention to in a bo x or a f igure. A t ypical example o f enc apsula tion  is the in troduc tion se quenc e of old J ames Bond mo vies, wher e the  gun barr el dr aws our f ocus to J ames Bond ( Figur e 8.7). On a  webpage, this c an be done, f or example, b y put ting an elemen t tha t  visitors should f ocus on in a bo x (see for example Figur e 8.8 ).  Figur e 8.7 Encapsulation Ex ample  Convert: Con version Optimiza tion  |  197", "source": "Page 207"}
{"id": "e7c63477f0fe-0", "text": "Figur e 8.8 E ncapsulation  Contr ast and Color  Similar ly, contrast and co lor draw the a ttention o f the visi tors to the  contrasting and c olorful design elemen ts, lik e a but ton, a spe cific  sentenc e, a ti tle, or a f orm ( Figur e 8.9 ). Man y websites no w exist  to help wi th color the ory and f inding the best c ontrasting c olors  (Coolors , for example ).  198  |  Convert: Con version Optimiza tion", "source": "Page 208"}
{"id": "4ff37fb151b3-0", "text": "Figur e 8.9 Color Contr ast  Directional cues  Directional cues  serve two purposes. First, the y help dir ect visi tors\u2019  attention to the elemen ts tha t are poin ted to. Se cond, the y help  create a r eading pa ttern f or your users to f ollow (Figur e 8.10 ). Keep  in mind tha t reading pa tterns should also be suppor ted by the r est  of your w ebsite struc ture, i.e., ho w your images and te xt ar e  positione d (Figur e 8.11 ), but tha t is be yond the sc ope o f this c ourse.  Convert: Con version Optimiza tion  |  199", "source": "Page 209"}
{"id": "a0bb967e42d8-0", "text": "Figur e 8.10 Dir ectional Cues  200  |  Convert: Con version Optimiza tion", "source": "Page 210"}
{"id": "7b573115da70-0", "text": "Figur e 8.11 R eading Flow  White spac e  Lastly, white space  is also a design tool tha t is useful to dr aw the  attention o f visi tors to spe cific w ebpage elemen ts, as sho wn in  Figur e 8.12 .  Convert: Con version Optimiza tion  |  201", "source": "Page 211"}
{"id": "3649398f57a2-0", "text": "Figur e 8.12 W hite S pace  Build Structur e for Clarity  Building struc ture for clari ty is all about making sur e the message o f  a page ge ts acr oss cle arly and quickl y. To do so, i t is useful to f ollow  basic principles o f informa tion and visual hier archy, wher e the mor e  impor tant the inf orma tion, the be tter posi tione d, bigger , brig hter,  and/or mor e colorful i t is on the page ( Figur e 8.13 ).  202  |  Convert: Con version Optimiza tion", "source": "Page 212"}
{"id": "51fa4a47fcb4-0", "text": "Figur e 8.13 I nformation H ierarchy  Follo w the princip le of Sullivan (the \u201c father o f skyscr apers \u201d): Form  follows func tion. Gone ar e the da ys when w e designe d webpages  for pur ely aesthe tic r easons. W ebpages no w ha ve cle ar goals f or  visitors to achie ve. Our obje ctive as dig ital mar keters is to mak e  sure consumers achie ve these goals. Design should suppor t the  achie vemen t of goals r ather than ser ve solel y aesthe tic purposes  (i.e., designing a pr etty website is not some thing w e should solel y  striv e for).  A useful, quick test to se e if a page achie ves a cle ar struc ture is  the five second test . According to fivesecondtest.c om,  Five second tests ar e a me thod o f user r esearch tha t helps  you me asur e wha t inf orma tion users tak e away and wha t  impr ession the y get within the f irst f ive seconds o f vie wing  a design. The y\u2019re commonl y use d to test whe ther w ebpages  are effectively communic ating their in tende d message.  Stay Consistent  By consistenc y, we me an ho w all the elemen ts of a c ampaign w ork  Convert: Con version Optimiza tion  |  203", "source": "Page 213"}
{"id": "5181a29870e0-0", "text": "toge ther. Ideally, these elemen ts should ma tch. Answ ering the  following questions c an help us sta y consisten t:  \u2022 What was the se arch tha t the c onsumer did tha t led them to  see my ad or se arch result?  \u2022 Is my ad or se arch result w ell aligne d to answ er tha t search?  \u2022 Is this inf orma tion r epeated on the page tha t the y arriv e on ?  \u2022 Do I cr eate expectations wi th m y page ti tle and description, or  headline and description tha t I thor oughly answ er on the  page ?  These ide as ar e expresse d in Figur e 8.14 .  Figur e 8.14 Continuity  204  |  Convert: Con version Optimiza tion", "source": "Page 214"}
{"id": "109007a69a4b-0", "text": "Message and D esign Matching  Ensuring c onsistenc y can be suppor ted by practicing message and  design ma tching.  Messag e ma tching  entails r epeating the c opy or phr asing o f your  ad or se arch page r esult in the w ebpage wher e users land. This  ensur es tha t the user kno ws tha t the page the y\u2019ve ende d up on  will answ er their quer y. We are all kind o f lazy when i t comes to  navigating and looking f or inf orma tion online. The e asier w e can  make the liv es of consumers, the mor e likely the y are to c onvert.  Take the e xample in Figur e 8.15 , wher e the f irst image doesn \u2019t  practice message ma tching, wher e the message changes fr om \u201c Get  a doz en roses f or $29\u201d f or the se arch ad he adline to \u201c Great deals on  beautiful bouque ts\u201d for the landing page he adline. I n contrast, in the  example in Figur e 8.16 , the message the ad and landing page her e  are cle arly aligne d; in fac t, in this e xample the y are iden tical.  Figur e 8.15 M essage M atch F ailur e  Convert: Con version Optimiza tion  |  205", "source": "Page 215"}
{"id": "75f7e52ddbb2-0", "text": "Figur e 8.16 M essage M atch Success  A similar ide a has to do wi th ma tching the design o f an ad and the  page on which users land, or design ma tching . Here, w e want to  repeat the visual elemen ts of the ad on the page. This c an be done  by, for example,  repeating the visuals, c olors, and struc ture of the  ad.  Figur e 8.17  shows an e xample wher e the w ebpage doesn \u2019t repeat  the elemen ts of the ad ( or, in this c ase, the c opy!), while Figur e 8.18  shows an e xample o f the design o f the ad and landing page being  clearly aligne d. The f irst image doesn \u2019t practice design ma tch and  the se cond does.  206  |  Convert: Con version Optimiza tion", "source": "Page 216"}
{"id": "940f8a1df719-0", "text": "Figur e 8.17 Design M atch F ailur e  Figur e 8.18 Design M atch Success  Convert: Con version Optimiza tion  |  207", "source": "Page 217"}
{"id": "9fb21f7bc001-0", "text": "Build T rust  In an age wher e fak e ne ws is r ampan t, almost half o f Amaz on  reviews ar e unr eliable ( AdAge ), and when an ybod y, anywher e can  create an online shop, instilling trust is a k ey componen t to making  sales. This is espe cially true f or smaller br ands tha t consumers  might not ha ve he ard of. Some w ebsite elemen ts can help us build  trust include  \u2022 testimonials and r eviews,  \u2022 clien t logos,  \u2022 numbers ( such as number o f clien ts, do wnloads, or sales ),  \u2022 awards and ac colades, and  \u2022 media men tions.  Most o f these elemen ts ar e consider ed social pr oofs. Orig inally,  social pr oof related to the ide a tha t we copy others, espe cially in  situations o f unc ertainty (fun fac t: organiza tions do the same thing,  a concept c alled mimetic isomorp hism ). Online, this tr ansla tes in to  proving to visi tors tha t some thing is note worthy or trust worthy  because i t has be en adopte d by others.  Here are a c ouple o f tricks pr ovided by Unbounc e when cr eating  testimonials:  \u2022 Use a he adshot to indic ate tha t the testimonials c ome fr om a  real person.  \u2022 Use tha t person \u2019s full name, be cause using names lik e \u2018Andr e H.\u2019  might raise doubts as to whe ther Andr e is r eal.  \u2022 Highlight some k ey feature of your pr oduc t or so ftware in the  testimonial.  \u2022 Use multiple testimonials.  And, impor tantly, use some o f the principles w e just c overed to ha ve  social pr oofing stand out so tha t it is e asier f or visi tors to quickl y  grasp tha t other pe ople alr eady belie ve in the br and.  208  |  Convert: Con version Optimiza tion", "source": "Page 218"}
{"id": "1b39d048c354-0", "text": "Consider Congruenc e  Congruence  is par ticular ly relevant when designing landing pages,  but i ts driving principles c an be use d when designing pages  throughout a w ebsite. Ac cording to Unbounc e, Congruenc e refers  to  The alignmen t of every landing page elemen t wi th y our  single c ampaign goal. Congruenc e is a hig h-level  conversion-c entered design principle. I f a pie ce of copy or  image on y our page isn \u2019t aligne d wi th your c ampaign, i t\u2019s  going to c ause fric tion and hur t your c onversion r ate.  When designing landing pages, Unbounc e proposes sc oring a page  base d on the c ongruenc e of its individual elemen ts wi th the goal  that consumers should achie ve. W e saw tha t landing pages t ypically  possess some c ore elemen ts\u2014a unique selling pr oposi tion, a her o  shot, a benef it sta temen t, social pr oofing, and a link, which is  typically a c all to ac tion. These c ore elemen ts ar e usuall y  implemen ted in page elemen ts, such as he adlines, subhe adlines,  pictures, in troduc tion par agraphs, bulle t poin ts, and links. An e asy  way to e valuate the c ongruenc e of a w ebpage wi th its goal is to build  a scoring she et for each o f these elemen ts. T ake the landing page  shown in Figur e 8.19  as an e xample.  Convert: Con version Optimiza tion  |  209", "source": "Page 219"}
{"id": "817db219528c-0", "text": "Figur e 8.19  Congruence  Example  Now let\u2019s see ho w each elemen t of the landing page is perf orming.  The f irst question to ask is, W hat is the goal tha t consumers ne ed  to achie ve on tha t page ? In this c ase, i t is to do wnload the whi te  paper . Hence, all elemen ts of this page should be talking about  the whi te paper . The he adline and subhe adline should o ffer some  unique selling pr oposi tion associa ted wi th the whi te paper . The  hero shot should be whi te-paper r elated. The benef its, in this c ase  explaine d in a shor t par agraph and bulle t poin ts, should e xplain  what the c onsumer will ge t by do wnloading the whi te paper . The  call to ac tion should be whi te-paper r elated. And so on. Figur e 8.20  shows an anal ysis o f the w ebpage ( text version here). How ar e each  of these elemen ts perf orming ?  210  |  Convert: Con version Optimiza tion", "source": "Page 220"}
{"id": "7c502d4ec709-0", "text": "Figur e 8.20 Landing P age E valuation / Text Version  Gener ally, pretty badl y: The he adline is not aligne d wi th the whi te  paper , the in tro and benef its ar e not whi te-paper r elated, the  testimonial r elates to the pr oduc t rather than the whi te  paper , and so on.  To optimiz e this page, the f irm should tr ansform e ach individual  elemen t to be tter r epresen t the goal o f this page.  Think Continuity  Ensuring tha t a persona achie ves its macr o conversion ( e.g., making  a sale ) entails ha ving w ell def ined, planne d pa ths thr ough which i t  will go. This ide a can be br oken do wn in to two main c omponen ts.  Convert: Con version Optimiza tion  |  211", "source": "Page 221"}
{"id": "2e7e1a0f752a-0", "text": "First, e very conversion is an oppor tunity for another c onversion.  This is the princip le of con tinuance , as def ined by Unbounc e:  A conversion c entered design te chnique tha t uses the  momen tum o f one c onversion to driv e a se condar y  conversion r equest, lik e a social shar e or a ne wsle tter  signup. Conf irma tion pages and thank y ou emails ar e prime  channels f or continuanc e.  Second, this emphasiz es the impor tanc e o f cle arly def ined  conversion pa ths. I n order to kno w wha t to optimiz e in a se quenc e  of steps, such as those w e covered at the star t of this chapter , we  need to kno w in ad vance wha t series o f steps c onsumers should  take to c omple te an o verarching goal or macr o conversion such as  making a pur chase.  To do so, i t is impor tant to ask, What comes ne xt? If I ha ve  consumers sign up f or a ne wsle tter, it should be be cause I  know exactly wha t I will be doing ne xt and wha t the c onsumer  who signe d up will be ask ed to do. Optimizing c onversion is about  creating these cle arly def ined pa ths so tha t we can anal yze each  step, and the r elationship be tween these steps, to boost our  conversion r ate over time, both f or spe cific steps and f or the pa th  as a whole.  Remark eting and R etargeting  Remar keting  (some times c alled list-base d r etargeting) and  retargeting  (also c alled pix el or beha vioral retargeting) ar e forms  of targeting tha t ser ve ads to spe cific consumers, al beit differently.  Online, y ou mig ht find v arying terms f or these t wo ac tivities. For  example, Goog le places both under their r emar keting tools.  Both str ategies help during le ad nur turing to maximiz", "source": "Page 222"}
{"id": "2e7e1a0f752a-1", "text": "keting tools.  Both str ategies help during le ad nur turing to maximiz e  oppor tunities f or conversion b y ser ving ads to the rig ht lead at the  212  |  Convert: Con version Optimiza tion", "source": "Page 222"}
{"id": "b038f322616a-0", "text": "right stage o f their journe y. Remar keting and r etargeting t ypically  target qualif ied leads (M QL or SQ L).  Althoug h we discuss these t wo practices at the c onversion stage,  they can be use d to c onvert for an y goal ( e.g., ha ving c onsumers sign  up for a w ebinar or visi t a blog post, as w ell as making a pur chase ). In  shor t, these appr oaches c an be use d to gener ate leads, qualif y leads,  or convert to pur chase.  The main dif ference be tween the t wo appr oaches is ho w  targeting is put in to ac tion. R emar keting uses emails c ollected  during le ad gener ation ac tivities to tar get leads, while r etargeting  targets consumers base d on pr evious beha viors. I n both c ases, ads  are displa yed to c onsumers.  To pr actice remar keting , a f irm f irst ne eds to cr eate an email  list. Then, using tar geting options on ad vertising pla tforms such as  Facebook Custom Audienc e or Goog le Customer Ma tch, a firm c an  create an ad c ampaign tha t will  be se en only by consumers wi th  these email addr esses.  While r emar keting c an be useful f or man y str ategic purposes,  it is o ften use d during r etention str ategies (i.e., when customers  have alr eady be en ac quired). This is, ho wever, not the onl y use o f  remar keting. R emar keting c an be use d as par t of a gr eater le ad  nurturing c ampaign to engage le ads a t any stage o f their journe y.  For e xample, as long as a f irm is pr oper ly keeping tr ack o f the stage  at which the le ad is loc ated, it can use the emails associa ted wi th  a lar ge number o f leads a t a spe cific stage to personaliz e an ad  campaign.  An", "source": "Page 223"}
{"id": "b038f322616a-1", "text": "f leads a t a spe cific stage to personaliz e an ad  campaign.  An ad vantage o f remar keting is tha t it is hig hly customizable to  specific customers, sinc e you ar e tar geting base d on their email  addr esses. Tw o do wnsides, thoug h, ar e tha t misma tch o f email  addr esses happens ( e.g., a le ad mig ht ha ve given y ou an email  addr ess the y do not use f or their Fac ebook or Goog le ac counts) and  that it is not a utoma tic (as compar ed to r etargeting).  Inste ad o f tar geting ads base d on an email list, retargeting  uses  previous beha viors, such as clicking a link, put ting a pr oduc t in a  cart, or liking or c ommen ting on a post. This is wh y, some times,  Convert: Con version Optimiza tion  |  213", "source": "Page 223"}
{"id": "252848285153-0", "text": "after put ting an i tem in a c art and abandoning y our pur chase, y ou  might see the same ar ticle in the ads sho wn to y ou in numer ous  websites, o ver and o ver again ( Figur e 8.21 ).  Figur e 8.21 R etargeting  Because r etargeting is a utoma tic, and be cause i t works on an y  predefined goal tha t has be en ac complishe d by a visi tor or a le ad  (e.g., vie wing a spe cific page, clicking a link, spending time on a si te,  or c ommen ting on a Fac ebook post ), it is a gr eat tool to master  to perf ect lead nur turing c ampaigns. Althoug h retargeting is o ften  used to push c onsumers to c omple te pur chases, i ts uses ar e much  more wide-r anging. R etargeting is a gr eat tool to engage le ads to  perform the ne xt ac tion in a planne d path. For e xample, a f irm c ould  create a blog post or a pie ce of gated content to gener ate le ads and  retarget anybod y who ga ve their email addr ess on ei ther in or der f or  them to ac complish the ne xt goal the pa th se t up f or tha t spe cific  persona.  Retargeting c an also be use d for le ad gener ation, wher e a  compan y could tar get pe ople in terested in a spe cific pr oduc t  categor y. For e xample, c ar c ompanies do r etargeting c ampaigns  by ad vertising pr oduc t reviews o f their c ars and those o f their  compe titors on social me dia and b y retargeting an ybod y who clicks  on the ads to r ead the r eviews. S uch c ampaigns help gener ate le ads  214  |  Convert: Con version Optimiza tion", "source": "Page 224"}
{"id": "22cd8beead7f-0", "text": "Figur e 8.22  Retargeting  Example by iden tifying c onsumers who se em to be looking to mak e a  purchase in a spe cific pr oduc t categor y and then tar geting them to  engage in le ad gener ation ac tivities.  Because i t is hig hly customizable and a utoma tic, the options  when using r etargeting ar e almost limi tless. A f irm simpl y ne eds  to iden tify beha vior tha t the y de em in teresting f or sc oring le ads  or iden tifying their stage in the journe y and use r etargeting to  serve ads to the spe cific consumers who will ha ve perf orme d tha t  beha vior. Retargeting c ampaigns w ork best when f irms ha ve a cle ar  idea of the pa th their persona should tak e to mak e a pur chase,  because the c ampaigns c an then be use d to maximiz e the chanc es  that a persona a t a spe cific step in tha t path will c ontinue on and  perform the ne xt step.  Lastly, it is impor tant, thoug h, to ensur e you iden tify the rig ht  actions! T o finish this chapter on some la ughs (or at least a smile ):  Convert: Con version Optimiza tion  |  215", "source": "Page 225"}
{"id": "4632327efe20-0", "text": "Exer cises  Conversion Optimization  Base d on this w eek\u2019s chapter , optimiz e the landing page  located at bit.ly/34mu GIR.  Explain y our r easoning.  Retargeting and R emark eting  Assuming the f ollowing pa th, wher e could use y our  retargeting ads? 1. User clicks on se arch ad pr oblem  2. Arriv es on clickthr ough landing page  3. Clickthr ough to blog, r eading a f ew ar ticles  4. Opts-in on scr oll-do wn pop-up to ne wsle tter  5. Receives onboar ding email and ac cess to blog  content  6. Receives se cond email and r eads blog c ontent  216  |  Convert: Con version Optimiza tion", "source": "Page 226"}
{"id": "75dd86a89981-0", "text": "7. Receives pr omotional o ffer  8. Clicks and c onverts  Convert: Con version Optimiza tion  |  217", "source": "Page 227"}
{"id": "48318107bf6a-0", "text": "Engage: Building Loy alty and  Co-Cr eating W ith Customers  PIERRE- YANN DOLBEC  Overview  This last chapter c overs ac tivities associa ted with the Engage stage:  how to e valuate and enc ourage customer engagemen t and lo yalty  and f oster c o-cr eation b y engage d customers. W e discuss the  impor tanc e of customer engagemen t, customer lif etime v alue, w ays  to me asur e engagemen t, consumption c ommuni ties, and c o- creation ac tivities.  Learning O bjectives  Understand the c oncepts o f engagemen t and lo yalty, how  to calcula te customer lif etime v alue and i ts impor tanc e in  marketing str ategy, how to me asur e engagemen t, and ho w  to cr eate value wi th consumers.  Engage  A widespr ead definition o f engagemen t attribute d to Forr ester is  218  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers", "source": "Page 228"}
{"id": "d273f17c8950-0", "text": "\u201ccreating de ep c onne ctions wi th customers tha t driv e pur chase  decisions, in teraction, and par ticipa tion, o ver time. \u201d Ac cording ly,  the t wo obje ctives of the Engage stage ar e to (1) f oster lo yalty and  (2) co-cr eate value wi th customers.  Key perf ormanc e indic ators a t this stage help me asur e a f irm\u2019s  success in a ttaining these obje ctives and the achie vemen t by  consumers o f associa ted goals. KP Is include the number o f shar es,  brand men tions, r eferrals, r epur chases, and r eviews as w ell as the  ratio o f commen ts to posts, c ommen ts to lik es, and r eviews to sales.  The Engage stage is c entral for man y reasons. P erhaps most  impor tantly, recent research sho ws tha t loyalty le aders \u201c grow  revenues r oughly 2.5 times as fast as their industr y peers and deliv er  two to f ive times the shar eholder r eturns o ver the ne xt 10 y ears\u201d  (HBR). Working on incr easing engagemen t is thus pr ofitable. Ther e  are a few fac tors tha t explain this.  Acquiring customers is much mor e costly than r etaining and  selling to e xisting ones, and r epeat consumers tend to spend mor e  than ne w ones ( Forbes ). Engage d consumers ar e also mor e willing  to in teract with y ou, facili tating mar ket research and le ading to  groundbr eaking insig hts. This is par ticular ly true sinc e you c an  develop winning engagemen t str ategies b y iden tifying wha t mak es  your lo yal customers lo yal. L ast, engage d customers w ork on y our  behalf, c o-cr eating c ontent tha t, as w e\u2019ve se en, is use d by other  consumers thr oughout their journe y.  To be tter understand the v alue o f customers o ver their lif etime  with", "source": "Page 229"}
{"id": "d273f17c8950-1", "text": "To be tter understand the v alue o f customers o ver their lif etime  with a c ompan y, we turn our a ttention to the c oncept o f customer  lifetime v alue. W e then look a t two tools tha t can help us be tter  understand and me asur e customer lo yalty. We conclude the  chapter b y examining v alue c o-cr eation.  Customer Lifetime V alue  Customer lif etime v alue  (CLV) represen ts a customer\u2019 s profitabili ty  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  219", "source": "Page 229"}
{"id": "02ce859c7080-0", "text": "over their en tire relationship wi th the business. A str aightforward  way of thinking about CL V is as f ollows:  CLV = a verage pr ofit per sale ( AP) \u00d7 number o f repeat transac tions  in a period (RTP ) \u00d7 retention time (RT)  Please note, ho wever, tha t this is a simplistic appr oach use d to  illustr ate this c oncept and not some thing w e would r ecommend  using in a r eal-lif e setting.  Let\u2019s use the e xample o f a subscription business (i.e.,  period = 1 mon th). The business has a churn r ate of 2%.  Churn r ate represen ts the r ate of customers le aving a  compan y per period ( Wikipe dia). In this c ase, the  compan y is losing 2% o f its customer base e very mon th.  Churn r ate is useful to c alcula te the a verage r etention  time o f customers: B y dividing 1 b y the churn r ate, w e  obtain the r etention time. I n this c ase, customers sta y  with the business f or an a verage o f 50 mon ths (or 1  divide d by 0.02).  The a verage pr ofit per sale is $30 .  The number o f repeat transac tions per period is one,  because customers ar e making one tr ansac tion per  mon th and the period w e are looking a t her e is one  mon th.  The CL V is thus  CLV = AP \u00d7 RTP \u00d7 RT .  Since AP = $30 , RTP = 50 , and RT = 1,  CLV = 30 \u00d7 50 \u00d7 1 = $1,500 .  Over their lif etime, e ach customer brings the business  $1,500 .  220  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers", "source": "Page 230"}
{"id": "3c5447f661c7-0", "text": "CLV dr aws our a ttention to the impor tanc e of catering to the  lifetime o f a customer wi th a business. The f irst sale to a customer  is not wha t typically brings r evenue to a f irm. Ac quisi tion c osts  for a customer ar e gener ally much hig her than the r evenue a f irm  will mak e on i ts first sale. Thus, the obje ctive of firms is to engage  customers to incr ease their lif etime v alue.  More concr etely, CLV can pla y man y roles f or a f irm. For e xample,  it helps f irms pric e their customer ac quisi tion str ategies and  calcula te their r eturn on in vestmen t. This is impor tant because i t  helps e valuate whe ther ac quisi tion str ategies ar e pr ofitable and  manage mar keting ef forts mor e gener ally.  Continuing wi th the e xample abo ve, let\u2019s assume the  firm is running a P PC se arch ad c ampaign to ac quire  customers. I n this simple e xample, le t\u2019s fur ther assume  that people se arch for some thing, click on an ad which  leads them to a landing page, and c onvert to customers  from this landing page.  The total c ampaign c ost is $20 ,000, including all  campaign elemen ts (i.e., de veloping the landing page, all  costs r elated to ads, e tc.).  The c ampaign ge ts 2,500 visi tors on their landing  page.  The c onversion r ate is 5%, me aning tha t the f irm  converted 5% o f the 2,500 visi tors to their landing page.  That works out to 125 customers (2500 \u00d7 5% = 125).  The c ost per ac quisi tion is thus $160 , or $20 ,000/125.    Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  221", "source": "Page 231"}
{"id": "fad86e0aa1b9-0", "text": "At this stage, f irms will be asking themsel ves, \u201cI s this pr ofitable ?  What is m y return on in vestmen t? Should I c ontinue running this  acquisi tion str ategy campaign ?\u201d CL V be comes useful a t this stage.  As a r eminder , this f irm e arns $1,500 per customer on a verage  throughout their lif etime wi th the c ompan y. Even if the c ompan y  only mak es $30 on the f irst sale ( meaning tha t the y just \u201clost\u201d $95,  since it cost them $160 to ac quire the customer ), two rules o f thumb  help us se e tha t this is a pr ofitable customer ac quisi tion str ategy  over time.  The t wo rules o f thumb to quickl y ga uge whe ther a customer  acquisi tion str ategy is pr ofitable ar e:  1. Am I r ecovering m y cost per ac quisi tion o ver the ne xt 12  mon ths o f the lif e of the customer wi th m y business? I n this  case, the answ er is y es: The c ompan y will mak e $360 per  customer ( AP \u00d7 12 = $30 \u00d7 12 = $360 ).  2. Is my CL V mor e than thr ee times m y cost per ac quisi tion ( CAC)  (that is, CL V/CAC > 3 )? In this c ase, the answ er is also y es. C AC  is $160 while CL V is $1,500 , and CL V/CAC = 9 .375. In fac t, the  firm should be happ y to pa y up to $500 per ac quisi tion.  Among man y other uses tha t CL V ser ves, i t can also suppor t  retention and customer suppor t str ategies c entral to the Engage  stage. B y kno wing the lif etime v alue o f customers, f irms c an mor e  easily pric e retention and suppor t str ategies, i.e., ho w much to put  into tr ying to r etain customers.", "source": "Page 232"}
{"id": "fad86e0aa1b9-1", "text": "i.e., ho w much to put  into tr ying to r etain customers.  CLV varies per persona, wher e some personas will be w orth mor e  over their lif etimes than others. This helps f irms to de cide wher e to  spend e xtra resour ces and which personas to pamper a bi t mor e.  It can also help a f irm se e whe ther i t should \u201cf ire\u201d a persona, i.e.,  minimiz e the ef forts de dicated to customers alr eady acquired and  stop ac quisi tion str ategies f or a spe cific persona if their CL V is  drastic ally lower than tha t of other personas.  Lastly, it is impor tant to k eep in mind tha t, apar t from  subscription businesses such as the e xample abo ve, customers  222  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers", "source": "Page 232"}
{"id": "a7440c62c455-0", "text": "rarely bring in the same amoun t to a f irm thr oughout their lif etime.  The r elationship be tween a customer and a f irm e volves over time,  and i t is impor tant to r ecogniz e tha t the journe y of customers  expands be yond their f irst pur chase wi th a f irm. N ot onl y does this  vary between personas, but i t mig ht also v ary between mar kets. In  some mar kets, such as vide ogame c onsoles or e yewear, produc ts  are seldom sold, wi th an e xtende d period be tween pur chases tha t  might enc ourage churn. I n other mar kets, lik e groceries, c onsumers  are continuousl y making pur chases o ver their lif etime. As is the c ase  in the mar ket for diapers, other mar kets mig ht see a signif icant  uptick a t the star t of the customer\u2019 s life wi th a c ompan y and then  declining sales o ver time as, in the c ase o f diapers, the bab y ages  into a child. Althoug h the ne w appr oach is predictive anal ysis, some  earlier anal ytical tools, such as RFM anal ysis ( discusse d in the ne xt  section), provide inf orma tion r egar ding some o f these aspe cts. The y  also help us understand the basics o f anal yzing customer beha vior  to mak e str ategic de cisions.  RFM Analysis  RFM , which stands f or recency, frequenc y, and mone tary value, is  a long-standing anal ytical me thod tha t helps anal yze and segmen t  customer beha vior base d on the recency  of their last pur chase, the  frequency  of their pur chases, and their monetar y value , i.e., ho w  much the y spend wi th the f irm.  By helping f irms understand the pur chasing beha vior o f acquired  customers, RFM anal ysis c an help incr ease r etention and pur chase  per customer , iden tify which customers", "source": "Page 233"}
{"id": "a7440c62c455-1", "text": "an help incr ease r etention and pur chase  per customer , iden tify which customers ar e not so gr eat, be tter, and  best, whe ther w e are experiencing issues wi th a spe cific persona in  terms o f repur chase beha vior, and so on.  To conduc t an RFM anal ysis, a f irm star ts wi th its customer  database. The f irst step is to assign v alue to customers associa ted  with their r ecency, frequenc y, and mone tary value. S ince RFM  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  223", "source": "Page 233"}
{"id": "d0d1e09e4203-0", "text": "analyses c an be done b y oper ationalizing these v ariables dif ferently,  let\u2019s assume her e tha t recency refers to the r ecency of the last  purchase in da ys, fr equenc y to the fr equenc y of pur chases o ver  three mon ths (or a quar ter), and mone tary value to the total amoun t  spen t during this period.  Firms will o ften star t by indic ating the e xact number associa ted  with e ach v ariable and mo ve to cr eate c ategories f or e ach. For  example:  Recency Frequency Monetar y  value  1 Very  recent Very  frequen t High  value  2 Recent Frequen t Medium  value  3 Not  recent Infrequen t Low value  They will perf orm their anal ysis wi th these c ategories.  We can then cr eate segmen ts by combining these toge ther. The  following table sho ws e xamples o f such segmen ts, wher e \u201cx\u201d stands  for an y number (i.e., i ts value is not impor tant for def ining tha t  segmen t).  Segmen t Recency Frequency Monetar y  value  Best  customers 1 1 1  Loyal  customers x 1 x  Big  spenders x x 1  Lost or  almost  lost  customers 3 1 1  Thrif ters 3 3 1  224  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers", "source": "Page 234"}
{"id": "e5e5e4cf0264-0", "text": "Then, e ach customer will be c oded base d on the c ategories cr eated  above, as sho wn in the f ollowing table.  Customer Recency Frequency Monetar y  value  Jack 3 3 1  Jill 1 1 1  Bill 3 1 2  Sean 3 1 3  Raymond 2 2 2  Tom 1 1 1  Tina 3 3 1  Mariah 2 3 2  Sanjit 1 3 3  Todd 1 2 3  Becky 1 1 1  Seth 2 3 2  Caroline 3 2 1  This allo ws f irms to c ategoriz e customers in to the c ategories just  created (e.g., best customers, lo yal customers, e tc.). These  categories o f customers c an help de cide which segmen ts to  concentrate on and wha t kind o f str ategy to use to engage  customers. Examples c ould include perf orming r etention  campaigns wi th big spenders, r ecuper ating almost lost customers,  or mo ving lo yal customers to incr ease their mone tary value o ver  time. A f irm c ould also tar get its best customer segmen t: send  an appr eciation le tter, anal yze their personal pr eferences for mor e  personaliz ed offers, or gener ally de velop str ategies to k eep this  segmen t hig hly satisfied.  Althoug h simple, RFM anal ysis is a useful tool to f oster  engagemen t. A mor e thor ough anal ysis c ould c ombine RFM wi th  personas and e valuate whe ther personas also shar e commonali ties  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  225", "source": "Page 235"}
{"id": "1dd15ae4dfa0-0", "text": "or dif ferences in their pur chasing beha viors, le ading to the cr eation  of even mor e personaliz ed campaigns.  Net P romoter Sc ore  Another appr oach to me asuring customer sa tisfac tion and  engagemen t tha t is widel y used is the net pr omoter scor e (NPS).  Describe d by the Harvard Business R eview as \u201cthe one number y ou  need to gr ow,\u201d NPS is associa ted wi th a sing le, one question sur vey  base d on customer engagemen t tha t has sho wn o ver time to be a  great predictor o f firm suc cess.  To calcula te the NPS, a f irm f irst asks the f ollowing question  to its customers: \u201cH ow lik ely is i t tha t you w ould r ecommend our  compan y/produc t/ser vice to a friend or c olleague ?\u201d (N ote: NPS has  also be en use d in the past wi th other t ypes o f responden ts, such as  emplo yees or r esellers, depending on which popula tion a c ompan y  wants to me asur e). Responden ts ar e ask ed to answ er using a 0 to  10 sc ale, wi th 10 being \u201c extremel y lik ely\u201d and 0 being \u201c not a t all  likely.\u201d The NPS is then c alcula ted by subtr acting the per centage  of detractors fr om the per centage o f promoters. The r esult r anges  from \u2212 100% ( all de tractors) to 100% ( all pr omoters ) (Figur e 9.1).  Figur e 9.1 Net Pr omoter Scor e  Promoter s are those who answ er 9 and 10 . The y are satisfied, lo yal  226  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers", "source": "Page 236"}
{"id": "44c2c234e82d-0", "text": "customers tha t will def initely recommend a br and to others. The y  are consider ed to e xhibi t value-cr eating beha viors, such as r epeat  buying, hig her a verage bask et, and longer r etention time. The y  account for most r eferrals for a br and. Firms ar e ad vised to le arn  from pr omoters: W hat mak es them so sa tisfied and engage d? Do  they belong to a spe cific persona ? How w ere the y ac quired?  Promoters c an be use d to iden tify a winning f ormula tha t can  poten tially be r eplic ated with other customers.  Passives are those who answ er 7 and 8. The y ar e sa tisfied  customers who mostl y neutr al about their e xperienc e with a br and.  Firms ar e advised to w ork toward converting passiv es to pr omoters.  Detr actor s are those who answ er 6 or less. The y are gener ally  unhapp y customers tha t will not r ecommend a br and to others.  They mig ht engage in v alue destruc tive beha viors, such as nega tive  word of mouth. The y ha ve a hig h churn r ate. Firms ar e ad vised to  recover de tractors. The y can also ask themsel ves questions similar  to those f or pr omoters: W hat mak es them unsa tisfied wi th the  brand? Do the y belong to a spe cific persona ? How w ere the y  acquired? For e xample, if a f irm le arne d tha t spe cific a persona  was responsible f or most de tractors, tha t should af fect its futur e  strategy in terms o f wher e to de dicate customer ac quisi tion ef forts.  Engaging Customers in Co-Cr eation  Activities  Co-cr eation refers to the join t creation o f value b y a c ompan y and  its customers ( Prahalad and Ramasw any 2004 ). Nowadays, most  marketing ac tivities c an be c o-cr", "source": "Page 237"}
{"id": "44c2c234e82d-1", "text": "any 2004 ). Nowadays, most  marketing ac tivities c an be c o-cr eated wi th c onsumers, whe ther  those ac tivities be mar ket research, pr oduc t inno vation, ad vertising  campaigns, or customer suppor t.  We can c ategoriz e consumers in to two br oad c ategories o f co- creators. The f irst c ategor y is c ompose d of user inno vators or lead  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  227", "source": "Page 237"}
{"id": "9184ac11999f-0", "text": "user s, hig hly in volved and hig hly compe tent consumers who  participa te in c o-cr eation ac tivities to answ er their o wn ne eds or  desir es. This is the kind o f co-cr eator tha t MIT pr ofessor Eric V on  Hippel has be en stud ying sinc e the mid- 1980s. Le ad users ha ve been  found to c o-cr eate value wi th firms in div erse mar kets, such as  3M and sur geons in the me dical industr y, ama teur and pr ofessional  athletes in spor ts as v aried as windsurf ing, r ollerblading,  snowboar ding, and r odeo ka yaking ( e.g., Shah 2003 ), or c omputer  geeks and open sour ce software in IT ( Von H ippel 2005 ).  The se cond c ategor y of co-cr eators is everyday consumer s.  These c o-cr eators ar e pe ople who ar e not par ticular ly involved in  a produc t categor y or par ticular ly compe tent. The y will pr obabl y  not benef it from their c o-cr eation ac tivities. The y par ticipa te in c o- creation ac tivities be cause i t ser ves their ne eds (e.g., taking on the  role o f a cler k when using an A TM or self -che ckout), be cause i t is  part of their ac tivities wi th a c ompan y (e.g., c o-cr eating c ontent  when w e post social me dia c ontent), or be cause i t is fun ( e.g.,  participa ting in a c ontest wher e we can choose the name o f a  produc t or r edesign an ad).  A useful tool f or thinking about ho w consumers c an par ticipa te  in co-cr eation ac tivities is the v alue chain. The value chain  is a tool  that helps c onceptualiz e wher e value is cr eated in f irm ac tivities.  For e xample, the mar keting func tion c an be thoug ht", "source": "Page 238"}
{"id": "9184ac11999f-1", "text": "For e xample, the mar keting func tion c an be thoug ht of as the se t of  activities sho wn in Figur e 9.2 (text version here), thr ough which a  firm cr eates v alue f or itself and i ts customers.  Figur e 9.2 Value Chain / Text Description  228  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers", "source": "Page 238"}
{"id": "b70f222fce81-0", "text": "Each o f these ac tivities c an cr eate v alue. For e xample, mar ket  research cr eates v alue b y leading to a be tter understanding o f  consumers and their ne eds. I nnovation helps cr eate pr oduc ts tha t  addr ess those ne eds. Pr oduc tion cr eates v alue b y turning a c oncept  into r eality. Mar keting cr eates v alue b y attracting sales and  customers, and sales cr eate value b y making these sales happen  and distributing pr oduc ts to c onsumers. Customer suppor t creates  value b y maximizing r etention and sa tisfac tion.  The v alue chain helps us understand ho w to c o-cr eate value wi th  consumers b y emphasizing wher e the y can cr eate value. Le t\u2019s see  how value c an be c o-cr eated during e ach o f these ac tivities.  For mar ket research, one o f the most ob vious w ays tha t  consumers c o-cr eate value is b y sharing their opinions wi th firms.  For some c ompanies, this me chanism has be en formaliz ed outside  of ad hoc r esearch ef forts. For e xample, De Walt se t up an \u201cI nsight  Communi ty,\u201d which the y use to send se veral sur veys per w eek to  interact wi th c onsumers. B y using this c ommuni ty rather than  traditional mar ket research firms, the y estima te the y saved about  $5 million  in mar ket research costs in 2016 alone . Another e xample  of value c o-cr eation in mar ket research is cr owdsour ced mar ket  research f irms such as T rendwatching. T rendwatching publishes  regular r epor ts on emer ging tr ends in dif ferent mar kets. T o create  these r epor ts, the y rely on an in terna tional c ommuni ty of trend  watchers tha t are par t of its TrendWatching Global I nsight Network  (tw:in) who ar e task ed wi th spot ting emer ging tr ends and sharing  them wi th", "source": "Page 239"}
{"id": "b70f222fce81-1", "text": "who ar e task ed wi th spot ting emer ging tr ends and sharing  them wi th the c ompan y.  For design and inno vation, ther e are man y examples o f companies  who ha ve task ed consumers wi th coming up wi th inno vative ide as.  Examples include ini tiatives wher e everyday consumers discuss  new pr oduc t ide as wi th firms, such as Lego I deas and BMW Co- Creation L ab. Other ini tiatives pi tch le ad users in c ompe tition  against one another , such as the Heinek en Open Design  and the  Anheuser -Busch \u201cKing o f Beers.\u201d  At the pr oduc tion stage, e xamples v ary. In our e veryday lives, w e  all contribute to c o-pr oducing social me dia c ontent, which w e then  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  229", "source": "Page 239"}
{"id": "0732a9949528-0", "text": "consume fr om one another . Social me dia is mostl y a c o-cr eated  activity. Althoug h we all f ollow celebri ties wi th audienc es of varying  sizes, c ontent produc ers ar e often other c onsumers lik e you and  me. The business model o f social me dia f irms aims to pr ovide a  platform f or co-cr eation ( and mone tize this pla tform wi th ads ), but  users ar e those who pr oduc e wha t is c onsume d. For ma terial  produc ts, ther e is some hope tha t the rise o f 3D prin ting will le ad to  consumers being able to c o-pr oduc e produc ts at home. Ev en toda y,  designs c an be do wnloade d online, and c onsumers ar e responsible  for manufac turing the pr oduc t at home. This e choes other \u201c maker\u201d  activities, such as se wing or kni tting, wher e making some thing is  the c onsumption ac tivity (e.g., making a shir t from a pa ttern).  Produc t customiza tion, such as NikeID, is also an e xample o f the  co-pr oduc tion o f produc ts sinc e consumers ar e task ed with making  design de cisions.  For mar keting, an y mar keting c ampaign base d on w ord of mouth,  such as vir al mar keting, is a co-cr eated mar keting acti vity. In such  campaigns, c onsumers be come c o-cr eators o f the c ampaign b y  participa ting in i ts dif fusion. Shar eable c ontent, such as S potif y  yearly \u201cWrappe d\u201d or mor e traditional en tertaining ad vertisemen ts  such as Dietz & W atson Die tz Nuts  recruit consumers who be come  channels thr ough which ads ar e dif fused. In other c ampaigns, such  as hash tag c ampaigns , consumers\u2019 r ole as c o-cr eator is heig htene d  as the y also c o-pr oduc e content.", "source": "Page 240"}
{"id": "0732a9949528-1", "text": "is heig htene d  as the y also c o-pr oduc e content.  Similar ly, sales c an c o-cr eated by consumers when the y shar e  produc t links or pr omo c odes or when the y contribute to  companies\u2019 sales pi tches b y wri ting testimonials or posi tive reviews.  Lastly, consumers r egular ly co-cr eate customer suppor t. Forums  wher e consumers answ er e ach other questions, such as Apple  Suppor t Communi ties or Tesla Forums , co-cr eate customer  suppor t. Consumers similar ly answ er one another\u2019 s questions in  different ways, such as in c ommuni ties not dir ectly owned by  brands. The y also cr eate content on blogs and social me dia channels  such as Y ouTube to e xplain ho w the y addr ess some issues the y  might have fac ed.  230  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers", "source": "Page 240"}
{"id": "78d02ee9d9b9-0", "text": "Exer cises  You ar e Spikeball  (see the f ollowing vide o):  A video element has been e xcluded fr om this  version of the te xt. You can watch it online  here: https:/ /opente xtbooks. concor dia.ca/ digitalmar keting/?p=406  We want to cr eate co-cr eation ac tivities along the v alue  chain.  Lead U sers  1. Who c ould be le ad users?  2. Find t wo co-cr eation ac tivities tha t lead users c an  participa te in.  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers   |  231", "source": "Page 241"}
{"id": "92c4062628e8-0", "text": "The R emaining F our Co-cr eation  Activities  1. Find a w ay to iden tify everyday customers who ar e  most lik ely to par ticipa te wi th you in c o-cr eation  activities.  2. Find ac tivities to in tegrate those e veryday  consumers.  Note: These six ac tivities ( two for le ad users and f our f or  everyday consumers ) should tar get the six mar keting  activities o f the v alue chain independen tly, i.e., one ac tivity  for mar ket research, one f or design and inno vation, and so  on.  232  |  Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers", "source": "Page 242"}
{"id": "1bd48b5219d9-0", "text": "About the Author  PIERRE- YANN DOLBEC  Pierr e-Yann Dol bec is an assistan t pr ofessor o f mar keting and  Conc ordia Univ ersity Research Chair in Comple xity and Mar kets  at the J ohn M olson School o f Business, Conc ordia Univ ersity. His  research tackles big questions to understand the c omple xity of  markets and ho w pe ople and or ganiza tions manage c omple xity. It  has be en publishe d in the Journal o f Retailing , the Journal o f  Consumer R esearch, the Journal o f Mar keting R esearch, and  Marketing The ory, wher e it has r eceived distinc tions such as most  cited and most do wnloade d ar ticles.   Recent me dia c overage  includes the N ational P ost, Channel N ews Asia, CT V News, Global  News, CBC, J ournal de M ontreal, Les Af faires, and Le De voir.  He has r eceived mor e than $ 700,000 in funding fr om v aried  funding sour ces, such as the Social Scienc e and H umani ties  Research Council and the Fonds Soci\u00e9 t\u00e9 et Cultur e, is an e ditorial  review boar d member o f the J ournal o f Consumer R esearch and  an instruc tor a t the J ohn M olson School o f Business, wher e he is  responsible f or the dig ital mar keting under gradua te course.  About the Author   |  233", "source": "Page 243"}
{"id": "28c18dfe1038-0", "text": "Versioning History  PIERRE- YANN DOLBEC  This page pr ovides a r ecord of changes made to this open te xtbook  since its ini tial public ation. I f the change is minor , the v ersion  number incr eases b y 0.1. If the change in volves substan tial upda tes,  the v ersion number incr eases to the ne xt full number .  Version Date Detail  1.0 Fall  2020 Pilot v ersion r eleased  2.0 Sep 20 21 \u2022 Overall book struc ture is r eorganiz ed (e.g.  Parts, Chapters, H eadings )  \u2022 List o f Figur es is adde d  \u2022 Addi tional r esour ces and e xercises ar e adde d  234  |  Versioning H istor y", "source": "Page 244"}
{"id": "31508328ea48-0", "text": "Appendix: T ext D escriptions  of Figur es  Figur e 2.2 T ypes of Segmentation ?  By Beha vior  \u2022 benef its soug ht from the pr oduc t  \u2022 how often the pr oduc t is use d (usage r ate)  \u2022 usage si tuation ( daily use, holida y use, e tc.)  \u2022 buyer\u2019s sta tus and lo yalty to pr oduc t (non-user , poten tial user ,  first-time user , regular user )  By D emogr aphics  \u2022 age/gener ation  \u2022 income  \u2022 gender  \u2022 famil y life cycle  \u2022 ethnici ty  \u2022 famil y siz e  \u2022 occupa tion  \u2022 education  \u2022 nationali ty  \u2022 religion  \u2022 social class  Appendix: T ext Descriptions o f Figur es  |  235", "source": "Page 245"}
{"id": "48b4af1f234f-0", "text": "By Ge ography  \u2022 region ( continen t, country, state, neig hbor hood)  \u2022 size of city or to wn  \u2022 popula tion densi ty  \u2022 clima te  By Psychogr aphics  \u2022 activities  \u2022 interests  \u2022 opinions  \u2022 values  \u2022 attitudes  \u2022 lifestyles  Figur e 2.3 R V Betty ?  Betty liv es in the suburb o f a lar ge Canadian ci ty. She and her  husband ha ve both r ecently retired. One o f their lif e dr eams is  to tr avel acr oss N orth Americ a during their r etiremen t. W hile she  doesn \u2019t consider herself w ealthy, she and her husband ha ve saved  enoug h during their lif etime to mak e their dr eam a r eality and en joy  their r etiremen t.  Betty is w orrie d about ho w to tr avel in an R V: how to f ind utili ty  hookups, wher e to sta y when y ou ha ve an R V, wha t happens if  you blo w a tir e, ho w to plan her r outes\u2026 She w ants an R V wi th  certain char acteristics. S ince she is r etiring ( and older ), it has to be  comfortable. She plans to spend most o f her time in i t! She also has  a great network of friends, and she w ould lik e her friends to spend  236  |  Appendix: T ext Descriptions o f Figur es", "source": "Page 246"}
{"id": "54a255a99124-0", "text": "time wi th her in the R V, so she is looking a t addi tional sle eping spac e  and plen ty of room. Ma ybe she \u2019d lik e to host dinner time! All in all,  she\u2019d like an R V tha t mak es her e xperienc e easy when tr aveling.  Figur e 4.2 KPIs Example ?  The obje ctive is pr oduc t awareness, which le ads to the goals: to  have users subscribe to upda tes and to ha ve users engage wi th  produc t types and f eatures. Each o f these goals is associa ted wi th  two KP Is. For the goal o f having users subscribe to upda tes, the KP Is  are ha ving c ontact forms be submi tted and ha ving email subscribe  forms be submi tted. For the user engagemen t goal, the KP Is are  virtual mirr or use and pr oduc t content populari ty.  Figur e 4.3 AARRR ?  Acquisi tion: How do y our customers f ind y ou?  Activation: How quickl y can y ou ge t to y our customer\u2019 s \u201cAha  momen t\u201d?  Reten tion: How man y of your customers ar e you r etaining, and  why are you losing the others?  Referral: How can you turn y our customers in to ad vocates?  Revenue: How can you incr ease r evenue ?  Figur e 4.4 RA CE Goals ?  1. Reach: Cr eate awareness; driv e visi ts; cr eate posi tive  Appendix: T ext Descriptions o f Figur es  |  237", "source": "Page 247"}
{"id": "c05b00b142d1-0", "text": "interactions.  2. Act: Gener ate le ads.  3. Convert: Con vert lead to pa ying customer; cr eate lo yalty.  4. Engage: Cr eate ad vocates.  Figur e 4.8 Conversion P ath \u2013 2nd Example ?  Path 1  1. Reach  \u25e6 sponsor ed Instagr am ad  \u25e6 outbound 1  2. Act  \u25e6 giveaway on I nstagr am  \u25e6 inbound 1  3. Convert  \u25e6 retargeting email c ampaign  \u25e6 outbound 2  4. Engage  \u25e6 create en tertaining c ontent  \u25e6 inbound 2  238  |  Appendix: T ext Descriptions o f Figur es", "source": "Page 248"}
{"id": "97b1c146f454-0", "text": "Path 2  1. Reach  \u25e6 SEO k eywords  \u25e6 inbound 3  2. Act  \u25e6 blog post wi th opt-in  \u25e6 inbound 4  3. Convert  \u25e6 retargeted Fac ebook ad  \u25e6 outbound 3  4. Engage  \u25e6 create inf orma tive content  \u25e6 inbound 5  Figur e 4.9 RA CE?  1. Plan: Def ine y our goals and str ategy.  2. Reach: Gr ow your a udienc e using paid, o wned and e arne d  media.  3. Act: Prompt in teractions, subscribers, and le ads.  4. Convert: Achie ve sales online or o ffline.  5. Engage: Enc ourage r epeat business.  Re-automa te: Con tinue to c ycle thr ough the stages.  Appendix: T ext Descriptions o f Figur es  |  239", "source": "Page 249"}
{"id": "d26f1a9fc9c2-0", "text": "Figur e 5.18 Longtail K eywords and  Conversion Rate ?  A gr aph sho wing se arch v olume vs. c onversion r ate. In the upper  left, the se arch \u201ctoma to plan t,\u201d with an a verage o f 22, 000 mon thly  searches, has a v ery hig h search volume and a v ery low conversion  rate. \u201c When to plan t toma toes, \u201d with 3, 600 mon thly se arches on  average, falls mor e toward the middle o f the gr aph. The long tail,  wher e conversion r ate is hig h and se arch v olume is lo w, is f orme d  by the se arch \u201cwh y are my toma to plan ts turning y ellow,\u201d which has  only 390 a verage mon thly searches.  Figur e 5.19 F acebook Ad Obje ctives ?  Awareness Consider ation Conversion  Brand a wareness Traffic Conversions  Reach Engagemen t Catalog sales  App installs  Vide o vie ws  Lead gener ation  Messages  240  |  Appendix: T ext Descriptions o f Figur es", "source": "Page 250"}
{"id": "66c8fe328c73-0", "text": "Figur e 6.13 Content Calendar ?  week netw ork time content  type topic copy link  week  1 week 1: M onda y, date xx /xx/xx  Facebook 07:00 New blog  post silen t  video Are you optimizing y our  video for vie wing wi thout  sound? Y ou should be. http://ow.ly 10:00 Curated  content new  features Infinite snaps, loops, and  a mag ic er aser? W oah http://ow.ly 12:00 Vide o music  resour ces Don\u2019t risk y our vide o  being r emo ved or y our  account kille d. Here\u2019s the  full list o f free resour ces:  http://ow.ly.tNx530b KlqN (inser t vide 15:00 Promotion produc t  launch Liftmetrix \u2013 H otsui te  impac t \u2013 N ew name and  offerings to help y ou  measur e and maximiz e  ROI: http://ow.ly/ zkjS530b KlqN http://ow.ly tNx530b Klq 17:00 Live news news  upda te A lot o f social me dia  upda tes happene d this  mon th. Le t us kno w your  reaction to these ones. (include CT Figur e 7.10 Email Automation ?  Week 1: Send email. P ossible ac tions and their c onse quenc es:  \u2022 An Unsub triggers no fur ther ac tion.  \u2022 A Non-Open ma y optionall y trigger r esending the email.  \u2022 Open, Click, S ubscribe mo ves on to Email 4 (lo yalty).  \u2022 Open, Click or Abandone d Subscribe will mo ve on to Email 2.  Appendix: T ext Descriptions o f Figur es  |  241", "source": "Page 251"}
{"id": "06c20ddfab5c-0", "text": "Week 2: Email 2 ( extra inc entive)  \u2022 An Unsub triggers no fur ther ac tion.  \u2022 Open, Click, S ubscribe mo ves on to Email 4 (lo yalty).  \u2022 Open, Click or Abandone d Subscribe will mo ve on to Email 3  (extra inc entive offer ending) and also r eceive Email 5 ( survey).  \u2022 Non Open ma y trigger telesales or a D M  Week 3: Email 3 ( extra inc entive offer ending)  \u2022 Open, Click, S ubscribe mo ves on to Email 4 (lo yalty).    Figur e 8.2 Funnel ?  Goals:  \u2022 new customer r evenue: $5M  \u2022 average sales pric e: $75, 000  \u2022 close d won c ontracts: 67  Inquiries  and W eb  Visits Leads MQLs SQLs Opportuni ties Close d  Won  Target 9550 9550 1910 382 191 67  Conversion  Rate 10% 20% 20% 50% 35%  242  |  Appendix: T ext Descriptions o f Figur es", "source": "Page 252"}
{"id": "7e3dc1efd6f4-0", "text": "Figur e 8.20 Landing P age Evaluation ?  Page Elemen t Elemen t Con tent Scor e  Headline \u201cOcean of data instan tly becomes  security intelligenc e\u201d 0  Subhe ad Whitepaper do wnload (\u201c The ne xt  gener ation f irewall is her e\u201d) 2  Hero shoot Photo o f a man holding some paper  which is par tially obscur ed 1  Intro \u201cWatchGuar d XTM is the N ext  Gener ation Fir ewall of choic e for  businesses and en terprises alik e,  providing best-in-class ne twork security  at affordable pric es\u201d 0  Bullets \u201cBlazing fast thr oughput\u201d  \u201cBest-in-class se curity solutions\u201d  \u201cAdvanced ne tworking f eatures\u201d 0  Form he ader \u201cDownload y our whi tepaper! Comple te  the r equired fields\u201d 1  Form f ields Coun try, province/sta te, phone number 0  Testimonial \u201cI began using W atchGuar d produc ts  more than eig ht years ago\u2026\u201d 0  Learn mor e \u201cLearn mor e about W atchGuar d  Dimension \u201d 0  Why \u201cBest-in-class se curity\u201d  \u201cEasy-to-manage solutions\u201d  \u201cTake advantage o f data for se curity\u201d 0  Privacy sta temen t \u201cWe will ne ver sell y our email to an y 3rd  party or send y ou nast y spam. \u201d 0  Call to ac tion Get my offer 0  Total 4  Appendix: T ext Descriptions o f Figur es  |  243", "source": "Page 253"}
{"id": "c57d3a203085-0", "text": "Figur e 9.2 V alue Chain ?  Activity Co-cr eated v alue  Market search Online c ommuni ties  Design and inno vation Lead user inno vation  Produc tion User-gener ated content and  funding  Marketing Seeding on blogs  Sales eWOM  Customer suppor t User te ch suppor t  244  |  Appendix: T ext Descriptions o f Figur es", "source": "Page 254"}
{"id": "26008ed90a49-0", "text": "Table for Exer cises in Chapters 4 ?, 5?, and 6 ?  Stage of Journe y  Awareness Active  Evalua tion Purchase Loyalty  Concr ete  actions \u2022 check loc al  influenc ers  \u2022 search on  Goog le for  informa tion  about  working  out \u2022 compar e  atmospher e  and  interiors o f  different  gyms base d  on pic tures  \u2022 check  online  reviews  \u2022 get mor e  informa tion  about  programs \u2022 check for  promotions  \u2022 go online  and  comple te  transac tion \u2022 shar e  referral  code wi th  friends  \u2022 post  pictures  from  workouts  online  Touch poin ts \u2022 Instagr am  \u2022 Goog le  search \u2022 Instagr am  \u2022 Goog le  \u2022 Yelp  \u2022 direct visi ts \u2022 coupon  websites  \u2022 direct visi ts \u2022 Facebook  \u2022 Instagr am  Opportuni ties       Appendix: T ext Descriptions o f Figur es  |  245", "source": "Page 255"}