Study Guide

Overarching Themes (mainly from first 2 weeks) Professor

 2 types of banner ads- Direct response (CTA-call to action), branding

Key digital marketing considerations

- Website- is it current, engaging
- Email-
- Banner ads
- SEO
- Ecommerce
- Social Media
- Blogging
- Product Reviews
- Different devices- how does digital appear on phone vs desktop
- Beacons
- Programmatic TV

TV- either 30sec ads or 15sec ads

Digital-attention spans are shorter

 Despite technology changes, what 4 things remain – and most likely always will – in the
marketing paradigm?
o Target, Message (what will we say), Deliver (tv? Banner ad?), Measure
 Would you consider marketing technology to be stable or still evolving? Evolving
 Put into order, based on time, the following key periods:
o 1989- Direct marketing WWW creation
o 91-internet
o 1994- 1st use of banner ads by AT&T
o 1999- Wi-Fi (allows us to be mobile and tells retailers when people are in the store)
o 2007- Rise of Social networks
o 2009- Social networks eclipse email as primary communication channel
o Permission-based marketing
o Marketing with meaning / relevance-based marketing
 What does DDM stand for? Data Driven Marketing
 Why is DDM different than mass marketing? Biggest difference is the data. Content based
marketing. You can personalize digital based on behavior. Lead time until activation is
shorter.
 The blurring of offline and online channels- Omnichannel
 In terms of financial spending, approximately how large is digital marketing in the USA (circa
2018)? 15.5% growth. $129BB estimate
 Magazine and newspaper (print media) is declining
 Digital is growing and it is coming at the expense of print
 What industry spends the most on digital marketing? Retail (22%)
 What are some key differences between digital marketing and other, traditional forms of
marketing (e.g., TV, radio, print, etc.)? Be able to explain these in detail. Digital is trackable.

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Week 1 – Jan 28 / 30

Digital Marketing Bus

 Briefly explain what is happening within organizations between IT and Marketing
departments.
o The Chief Marketing officer is now in control of IT marketing spending.
o The CMO is best assumed to be able to determine what technology will
identify what customers want
o The key change over the years has been the cloud-based software landscape.
More software sales are being driven by marketing and IT spending is no
longer restricted to IT departments of the company
 What would you say about a marketer’s ability and confidence to navigate and
engage individual customers through digital?
o They are not feeling confident in their ability to navigate and engage
customers through digital
o marketing professionals, 23% claim to be effective at uncovering new insights
that create value, 25% claim to be effective in identifying and capturing new
markets, and 32% claim to be effective at engaging with customers
 What is a marketer under intense pressure to do, with respect to their “IT”
investment?
o They are under intense pressure to show tangible returns on the money they
spend.

Getting the CMO and CIO to work as partners

 Describe the “traditional (older)” ways in which these two departments worked
together?
o CMO’s acted as stewards of the brand and focused on large creative
campaigns
o The CIO has primarily focused on a combination of BPI and deploying systems
 Given the rise of “big data”, how are these ways changing?
o CMOs realize that IT can’t be treated like a back-office function anymore. The
CIO is becoming a strategic partner who is crucial to developing and
executing marketing strategy.
 In addition to mastering the art of strategy and creativity, what must the CMO of
today master?
o Master the science of analytics to capture revenue opportunities.
 To make the CIO and CMO partnership work, name the 5 prerequisites for success?
1. Be clear on decision governance
2. Build the right teams
3. Provide transparency
4. Hire IT and marketing “translators”
5. Learn to drive before you fly

Digital Trends

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Explain some current trends in digital and beyond? (Forbes source + others [optional])
 Trends:
o 1. AI- will continue to expand
o 2. Chatbots
o 3. Smart speakers and audio
o 4. local influencer marketing
o 5. live video

36 Rules of Social Media

 List your 3 favorite rules from this infographic
o Your fans own your brand
o Become bffs with FB reps
o Pinterest works
o Have a crisis plan
o Social is 24/7
o Update your page or delete it
o People would rather talk to “Comcast Melissa” than Comcast
o If all you do is respond to complaints, that’s all people will send you

The demand for the pi-shaped marketer

 What is a pi-shaped marketer?
o Marketers with a broad base of knowledge in all areas, but capabilities in both left
and right brain disciplines. Analytical and data driven but understand brands and
storytelling.

Week 2 – Feb 4 / 6

Social Media Listening / Digital Research Tools

 What are the 4 criteria to consider in a social listening platform?
o Data, sorting, analysis, reporting
 Name 2, out of dozens, social listening platforms a marketer could purchase (not free ones).
o BRAND24, social mention (free), talk walker alerts,
 Of the 10 major applications of social listening, list 3 and briefly explain.
o Buzzsumo- free content research and influencer intelligence
o MOAT- shows ads that are being displayed
o Similar web-look at the source of traffic
o Wayback machine- see website over the years
o Semrush-
o SEO site checkup
o Keyword spy
o Quintly-social media
o Screen lab, eyequant
o You gov
o Channel meter
o Likealyzer-FB analytics

Edelman – Periphery to the Core

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 As media becomes more digitized, how does this affect media buying?
o As media is more digitized, trackable media buying is moving away from up-front
volume purchases to dynamic optimization (using real time data to adjust and being
more interactive) (rapidly make changes, new measures for assessing impact)
 What is the best structural asset a marketer can have?
o The best structural asset is a devoted customer base that has opted-in to the brand,
spread the brand platform by word of mouth.
 What do marketers fear most in moving to digital? Why do you think this is?
o Marketers fear spending on new media because of their lack of experience. They
don’t know how to determine spending or scale up and make adjustments.
o This is because they struggle to manage the breadth of data available.

Gilbreath – Next Evolution of Marketing

 Who is the brainchild of “permission-based marketing”?
o Seth Godin – coined the phrase permission based marketing
 Provide an example of marketing with meaning (from the article) and briefly explain it.
o Marketing with personal value to the consumer
o Dove-viral video of turning a woman into a photo shopped model
 To create meaningful marketing what do you have to understand about customers?
o Understand what is genuinely important to them and what makes them tick, What
are their unmet higher level needs, Understand that customers vary
 What are the three tiers of the marketing with meaning model? Explain each tier.
o Solution- providing valuable information, incentives, and services
o Connection- creating entertaining experiences you can share with others
o Achievement- improve yourself, family, world, improving lives

eMail Marketing
 In the face of social media, is email still an important digital, marketing channel?
o Email drives more sales online than social (11ish more important that social)
 Is email social media?
o No. It is a one-way restricted conversation. A community needs to see the
conversation.
 What is another name for A/B testing? The heart of email is testing
o Champion/challenger (A-champion B-challenger). Try to find a better campaign
and have the challenge of trying to knock off the king. Test many things at a time.
 What are the top 3 things marketers test with eMail marketing?
o Subject line, Call to action, Message (greeting, body, closing), days of the week,
layout+images, time sent
 What are the 2 major ways in which you can obtain email lists? Which one is considered the
best for a marketer?
o Acquire (buy or rent) or build it. Building is better
 What does PII stand for?
o Personally identifiable information (email, phone, address, etc)
 What is the CAN-SPAM act? Law that governs email marketing.
o When did it come into law? 2003.
o What are the 7 criteria marketers should consider in following the law?
1. Don’t use false, misleading header,

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 2. don’t use deceptive subject lines,
3. identify the message as an ad,
4. tell recipients where you are located,
5. tell recipients how to opt-out,
6. honor opt our requests promptly,
7. honor what others are doing on your behalf.
 What are the penalties for violating? Fines. $16,000+per violation
 What are key differences when it comes to marketing to B2C vs. B2B entities?
o B2B- more expensive, require average services, fewer # of customers, takes
longer to purchase, takes longer to make a purchase.
o B2C- building a brand, simpler and shorter sales process, emotion driven
purchase, larger # of smaller sales, product improves customer’s life
 What are the 4 considerations marketers should pay attention to with eMail when marketing
to consumers vs. businesses?
o Buying cycle, tone, content, timing
o How often do we contact, which brands should we contact them about, did they
respond, when should we contact, when should we recontact?
 What is the automated process for managing customer contact policies?
o ATC-air traffic control, software that manages it all, rules for contacting
 Name a software that aids with eMail marketing automation? Salesforce pardot, mailchimp
 Be familiar with and be able to calculate some of the more common email marketing metrics
which are typically provided by email marketing automation software.
o Open rate- (# of email opened/# delivered)
o click through rate- (# of emails clicked on the offer/total $ of emails delivered)
o unsubscribe rate- (# of requests to unsubscribe/total # of subscribers emailed)
o bounce rate- (# of emails not successfully delivered/ total # of emails sent)
 help you determine if purchased emails were a rip-off
o cost per engagement- (cost of the activity/total # of desired engagements)

Week 3 – Feb 11 / 13

Ovum – The Road to 2026

 What will consumers expect goods advertised online to live up to?
o proactive customer service and support, and free or very low-cost delivery
anytime, anywhere
o no disconnect between the “fit and feel” of what they see and what they get
 What shape will be the shopping journey in 2026?
o instant access, and fast turnaround all the time, shopping is an experience in its
own right, interactive, engaging online and real-world retail environments where
augmented reality (AR) plays a key role
o look like a pretzel that twists, turns and loops back on itself.

 What type of economy will have a mixed impact on retail?

o The sharing economy
 What is pure play online retailers doing? Why? Describe some examples.
o Existing pure-play online retailers will continue to develop physical presences, to
enhance fulfillment and customer service

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 o Online retailers are also establishing a physical presence to support the
showcasing of brand and private-label products
o The Argos and eBay partnership allows all eBay buyers to pick up their items at
one of Argos’ 750 stores, thus opening the click-and-collect model
o Argos gets a small fee for handling each parcel and benefits from increased
traffic
o Amazon is a high profile example here. The online giant has opened its first
physical Amazon Books in Seattle in late 2015
 What is the blurring of online and offline channels known as? Where is it headed?
o Omnichannel to omnibrand
 What fulfillment method is on the rise? Which country is the most mature in this
method? Will it overtake home delivery by 2026?
o Click and collect (order online and pick up in store)
o Tech may make us more brand loyal
o The UK has the most mature click-and-collect retail market
o Home delivery will still be the dominant method of receiving online orders
 Will drone fulfillment be commonplace by 2026? If not, why not?
o No. security and safety issues
 What type of payment processing will boom by 2026?
o mobile payments
 What will mobile payment begin to replace?
o cash and cards
 Where will mobile advertising be by 2026? How will brands fund this?
o By 2026, mobile will be the dominant (but not exclusive) channel for most brands
 With respect to privacy control, what will consumers want by 2026?
o By 2026, consumers will expect personalization and will accept that this is
enabled by sharing personal data.
o will expect more control and agency over the breadth and depth of what is
shared
 What 5 recommendations are suggested to stay ahead of the game?
1. Cultivate agility and constant learning
2. Rethink Segmentation
3. Be mindful of the limits to personalization
4. Understand the customer journey and become critical to channel investment
5. Create a brand experience

How Instacart Works B) Allie Eames C) Carter Broom

 Describe how the business model of Instacart works. What are the key components?
o Instacart is an on-demand grocery delivery platform facilitating doorstep deliveries
o USERS – app where they order groceries, pay online, schedule orders
o SHOPPERS – receive orders on phone and pick up/deliver items
o STORES – tie-ups with major superstores

 4 Step Model how Instacart works

1. Customer places order and pays online
2. Shopper receives order and shops
3. Shopper pays through prepaid debit card
4. Shopper delivers groceries

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 How does Instacart make money?
o Delivery fees
o Membership Fee
o Mark up prices
 What are some of the challenges Instacart has to manage?
o Shopper retention
o Delivery time
o Shopper shortage
o Customer trust
o Wrong item delivery possibilities
o Out of stock items

Retail Tech Presentation Professor

 1999-Wifi & Apple was within 12 hrs of going bankrupt
 What 2 factors are drivers of a customer’s loyalty to a brand / retailer?
o Personalization and relevance
 When it comes to personalization and relevance, does a gap exist between a brand /
company’s perception of themselves and what customers say?
o Yes
 What is required for a customer to invest in a relationship with a retailer?
o There must be a clear value proposition
 What 4 attributes do millennials demand when engaging with retailers?
o Digital, Immediacy, Recognition, Inclusion
 How will brick and mortar retailers – of all sizes – attempt to stay competitive with Amazon?
o Acquisition, quotient
 Name the 5 trends impacting retail today.
1. Rise of boomers, Hispanics, and millennials
2. Worlds largest store in every pocket
3. Highly personalized marketing
4. Distribution revolution
5. New retail business models
 What % of retail sales is expected to be e-commerce based by 2025? 15% in US
 Become more brand loyal with tech bc you are insulated
 PII- personal identifying information

Ad Exchanges (all supporting material)

Ad network- sales rep/broker, buying unsold inventory from the publisher. Sold packaged
inventory to the buyer making targeting easy
Ad exchange- trade audiences rather than inventory
- Advertisers buy advertising on a website
- Publisher- website owner
- Sellers make their audiences available on the platform
- Buyers can pick their audiences and bid on them
- Some agencies created their own Agency Trading desk or invested in Demand Side
platforms which gave them the ability to trade on the ad exchange efficiently in real
time using data

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 - Some publishers sold directly on the exchange others invested in a group of
companies called sell side platforms which optimized selling points for the publisher

 What are the major components (participants) to an Ad Exchange?

o Advertisers and their agencies, as well as publishers.
 What are the key benefits of an Ad Exchange?
o Ad exchanges allow advertisers to easily buy ads on multiple sites at the same
time instead of negotiating with individual publishers, ad exchanges are much
more transparent than ad networks as they allow buyers to see the prices that
impressions are being sold for.
 What are the concerns around privacy? How long have these concerns existed, and how
do data aggregators mitigate these concerns?
o 3rd party data providers tag users and will sell access to advertisers to identify
those users, they are found through channels such as registering product
warranties online and social media, advertisers want to get their ads to the
most desirable audiences, and by using data from data aggregators they have a
much better chance of doing this.
 What firm did Google acquire in 2007?
o DoubleClick Ad Exchange

KNOW AD NETWORK PARTS: Advertising agency, agency trading desk, demand side platform,
supply side platform, ad network, publisher

8 Steps to Creating Online Display Ads That Work

 Be able to identify at least 4 of the 8 steps.
o Determine your objective -- branding, nurturing or driving sales -- and target
your audience no matter where they are in the marketing funnel.
o Create different ads and different calls to action based on where your
prospects are in the marketing funnel.
o The best online display creative relies on a single image, a provocative headline
and brief copy.
o Consider using rich media to attract your audience.
 Are single or multiple images best in an online display ad? single image.
 What are some metrics to consider?
o Choosing the proper metrics is essential to gauge if your online campaign was
effective or not.
o Metrics:
 Clickthrough
 Cost per conversion/Cost per lead
 Conversions

Facebook – Then to Now (all 4 articles)

 How is FB incorporating offline data into their targeting? List some examples.
o It is bringing offline data into Facebook ad targeting. They previously incorporated
this data into targeting capabilities under custom audiences, and now it is available
for all Facebook Ads and to users of their power editor. Partner categories will be

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 available to advertisers in the us. The data is drawn from a vast range of sources
including online behavior and offline loyalty cards.
 Name at least 2 data brokers they use.
o Axiom, Data Logics, epsilon
 What are the benefits of this data from a targeting perspective?
o This opens up further categories to be combined with Facebook’s existing
targeting capabilities. Now marketers can target groups such as “Children’s Food
& Product Buyers” and they can combine this with users’ Facebook page interests
and geo-location.
 What is P&G doing with targeted FB ads? Why?
o P&G is moving away from ads on Facebook that target specific customers, after
finding that ultra-niche targeting compromises reach and it has limited
effectiveness.
 Do others agree with P&G’s advice?
o No, Mr. Peltz’s Trian Fund Management LP criticized P&G’s cutback on digital
spending.
 What is FB doing now with 3rd parties (partner categories) that it launched in 2013?
o Facebook will cut off access to third party data for ad targeting.
 Why is it doing this?
o Facebook feels more comfortable about the integrity of first party data and second
party data information from advertisers on their site.
 What do you feel this will do to its advertising revenue in the future?
o I feel that they may face a slight disadvantage at first, However, this move might
garner more trust among consumers and increase traffic on their site

GDPR (all articles)

 What does GDPR stand for?
o General Data Protection Regulation
 What does GDPR do and when did it go into effect?
o It protects consumer’s personal data. Personal data, under the GDPR, is any
information relating to an identified or identifiable person.
Went into law on May 18, 2018.
 What “teeth” is behind GDPR?
o The EU has always had some kind of legal data protection, however there was
never much in the way of enforcement. With GDPR, the governing bodies
have the ability of setting financial penalties for companies who violate. The
fines can be huge, the largest being 4% of the companies annual turnover (or
20 million, whichever is greater).
 Who do you believe protects their citizen’s privacy more – USA or EU (discussion only)?
o EU
 Which types of companies are most likely to be adversely affected by GDPR by having users
revoke their individual data?
o Social media companies
o Those who deliberately seem to think privacy protection rights is inferior to
business interest
 For this industry, what percent of users are expected to revoke their individual data?

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 o 43.6% most wanted to remove their personal data from social media firms.
 As GDPR went into effect, what percent of European news sites removed 3rd party cookies?
o 22%
 What did Apple’s Safari do prior to GDPR going into effect?
o Safari makes tracking users more difficult, it deletes third-party cookies after
one day.
 What impact do you believe GDPR will have on the USA (discussion only)? Marketers in
general?
o More difficult for marketers, us companies will have to comply

Week 4 – Feb 18 / 20
Social Business by Design are you socially intelligent
 List and explain the 10 social business tenets. Cite in paper
o Anyone can participate
o Create shared value by default
o While participation is self-organizing, the focus is on business outcomes
o Enlist a large enough community to drive desired result
o Engage the right community for the business purpose
o Participation can take any direction, be prepared for it and take advantage of it
o Eliminate all potential barriers to participation, ease of use is essential
o Listen to and engage continuously with all relevant social business conversations
o The tone and language of social business are most effective when they’re casual and
human
o The most effective social business activities are deeply integrated into the work flow
 In a typical social group, what % will be producers? 1% What % will recombine / synthesize?
10% will synthesize What implications does this have on the size of a social group? 90% are
stalkers
 What does becoming a social organization, challenge the organization to do?
o Become more honest, transparent
o Orgs struggle with control, trust, and risk. Brands want to control the conversation
o Open up their processes to all constituents which will cause a more engaged user
base
 Within social media, what are the risks of nonresponse to the brand?
o Damage company reputation, loose ability to influence the message
 What did Intuit discover about what was more valuable than its brand?
o The engaged customer base Edelman mentioned
o Crowd sourcing-valued created content at little to no cost using their community
 What is the name given when a social community (or process) creates content for value,
usually at little to no cost? Crowd Sourcing
 Explain the various constituencies, both internal and external to an organization, which can
benefit from a social business. Employees, customers, trading partners, marketplace
 Explain some of the benefits for a company from social media marketing.
o Product development, employee engagement, customer service, brand support,
customer engagement

(then) Amazon’s Quest B) Megan Hetzler C) Katie Hornsby

 In a digital world, which of the 4 “Ps” has become the most transparent?

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 o Price-consumers are more educated on price and can easily compare
 What % of Amazon’s sales come from 3rd parties? 40% (now 70%)
 What choice is predicted for other online retailers in the future with respect to Amazon?
o Developing quicker delivery services themselves or become a third party seller
through Fulfillment by Amazon.
 What are some steps that major retailers are taking to mitigate Amazon’s encroachment?
o Macy’s and Walmart are shipping items directly from their stores and using space in
the stores as warehouses.
o eBay Now is hiring couriers to fetch and deliver items from stores like Best Buy
o Google Shopping Express is partnering with courier companies to deliver items.

(now) Amazon has ~50% of eCommerce market B) Heather Hussey C) Hillary Hu

 Circa 2018, what % of Amazon’s eCommerce comes from their marketplace business (3rd
parties selling via Amazon) vs. their own direct efforts?
o Amazon’s Marketplace sales 68.0% in 2018, compared with 32.0% for Amazon direct
sales.
 What is Amazon’s top 2 eCommerce categories? Computer and Consumer electronics,
apparel & accessories
 What “threat” is emerging to retailers who leverage Amazon’s marketplace?
o Amazon private labels

More Product Searches Start on Amazon

 What % of searches start on Amazon? 46.7% Google? 34.6%
 Within 5 days after initial product search, what % of users have bought on Amazon? 19%
Others? 35% Why the difference?
o amazon is now used as a research tool for items. The shopper can read reviews, Q&A
and see photos, they aren't necessarily looking to buy

2018 The Year of Amazon – The Future of Retail Podcast

 Out of $10, how much is spent online versus offline? $1 out of $10
 How much does Amazon account for online sales? About 50% nationally, 14% globally
 What retail innovations will shape retail shopping in the near future?
o DTC- Direct to consumer
o Pop up stores
o Cashless Check outs
 What kind of commerce will grow the most in 2019? Social
 What kind of ordering type will grow? Voice assistance, digital layaway, smart speaker
replenishment ordering
 What kind of retail footprint will most likely continue to struggle?
o Ones that are rooted in malls bc mall traffic is declining

WOI (Know who you are targeting) – Part 1

 How does Daniel Kahneman suggest humans make decisions? Describe this proposed
system.
o Dual-Core System

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  Automatic (emotional) - Intuitive, automatic, subconscious. These are our
different emotional states and how we perceive things. Made up of things
like instinct, and hunch, and informs us almost everything we do
 Controlled (cognitive) - Analytical, deliberate, rational, and conscious effort.
Things like working on a math problem, or other labor-intensive tasks. We
have to pick which tasks need our full attention because we can’t analyze
everything all at once.
o Together, the automatic systems generate our feelings and perceptions to things,
and the controlled systems help us act on those feelings and perception, and turn
them into specific actions and beliefs.
 Which statement appeals to you more – “75 percent lean” or “25 percent fat”? Why?
o 75% lean. You want a larger proportion of something that is good. It is more
appealing and grans our attention.
 What 3 things do you need to understand before you can ascertain your target audience?
o Values, Purpose, Identity
 Natalie provides 10 questions to answer about the business. She then provides another 10
questions to answer for understanding the business’s target audience. Answer a few
questions about the business and target market for the brand you are following. Discuss in
class.
 What % of the world’s population is online? Does this surprise you? 50%
 Describe what Nahai means by “glocalisation” as it relates to online tools across countries
and different cultures. Can you give an example of a company doing this? If the brand you
are following is global, are they doing it?
o Glocalisation means that you are globally localized. Although you are available
everywhere globally, your marketing materials and even features of your product will
vary a little bit place to place.
 Nahai suggests 6 cultural dimensions from Hofstede to consider in generating online
influence.
o Power Distance (PDI) - Cultural Attitudes Towards Inequality
o Individual vs. Collectivism (IDV) - I vs. We
o Masculinity vs. Femininity (MAS) - Gender Roles
o Uncertainty Avoidance (UAI) - Comfort with Ambiguity
o Long-Term Orientation (LTO) - Human Quest for Virtue. Truth is contextual vs.
absolute
o Indulgence vs. Restraint - Extent to which society lets us enjoy life. Instant vs.
restrained gratification
 When it comes to marketers embracing personalization, what is the term Nahai uses to
suggest when consumers perceive threats to their freedom and autonomy (online)?
o Psychological Reactance: Aversive emotional state we experience in regards to
perceived threats to our freedom and autonomy. (creepiness factor- feeling you get
when ad states it is personalized, but the ad is for something that you are not likely
to use)
 Which gender is more likely to read the privacy statement of a site? Which brands should
care more about this?
o Women. Brands, apps, and websites that target women specifically should be more
concerned about this.

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 What are the “Big Five” traits to define one’s personality? Briefly describe each. Which ones
make up Plasticity? Which ones make up Stability? How would you describe your brand and
your brand customer’s personality – is it more in the Plasticity or Stability camp?
o Openness - Creative, curious, imaginative, unconventional, original, and novelty.
o Conscientiousness - Organization, self-discipline, tenacious, dependable, and decisive
o Extroversion vs. Introversion - Positive, energetic, sociable, with stimulation from
others vs. inward-focused, absorbance in tasks
o Agreeableness - Compassionate, cooperative, not challenging, project positive, make
excuses for other people’s shortcomings
o Emotional Stability (neuroticism) How well you respond to environmental stressors

Week 5 – Feb 25 / 27

The coming era of ‘on-demand’ marketing / Mobile / Beacons (all supporting material)
B) Noah Newman C) Haoming Li
 What is the name of the physical in-store device which can also power ‘on-demand’
marketing?
o Beacon technology - which uses Bluetooth low energy to seek out specific, integrated
apps and send relevant messages to shoppers' smartphones as they enter the store
 In an on-demand world, how will consumers judge brands?
o Through peer evaluations and ranking systems. More sophisticated work of mouth
 What is fueling on-demand marketing?
o The continued, symbiotic evolution of technology and consumer expectations. Social
media encourages consumer to share, compare and rate experiences, and with
mobile devices, there is an added feature of “wherever”
 As digital capabilities multiply, consumer demands will rise in 4 areas. Explain and cite an
end-to-end example for the 4 areas.
o Now - consumer will want to interacted anywhere and at anytime
o Can I - Consumer will want to do truly new things as disparate kinds of information
are developed more effectively in ways that create value for the consumer
o For me - Consumers will expect the data stored bout them to be used precisely to
their needs in order to personalize what they experience
o Simply - Consumers will expect all interactions to be as simple and easy as possible
 Bank Balance low - Bank sends the consumer an alert on their cell phone
 Commonwealth Bank of Australia- consumers take a picture of a house and
receive info like price which connects with their financial info to be pre
approved for a mortgage.
 Warby Parker- customers overlay their products with webcam pictures of the
consumer to see how they would look in the product.
 Amazons subscriber model- delivers bulk repeat-buy items on a regular schedule,
eliminating the need for re-purchasing
 What 3 things are recommended a company do to mobilize for on-demand marketing?
o 1.) Bring managers together from across the business to understand consumers'
decision journeys, to speculate about where they may lead, and to design
experiences that will meet the consumer's demands (Now, Can I, For me, and Simply)
o 2.) Align the executive team around an explicit end-to-end data strategy across
trends, performance, and people

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 o 3.) Challenge the delivery processes behind every touch point—are the processes
making the best use of your data and interaction opportunities and are they
appropriately tailored to the speed required and to expectations about your brand?
 There are several companies we discussed which power mobile advertising in an ‘on-demand’
setting. Name at least 1 of these companies.
o Apple (Ibeacon), Know one supplier of beacon technology. Estimote
 What are a few improvements that Google claims they have achieved with Eddystone?
o Works with both Android as well as IOS and comes with a fully integrated system
including abstract identifier frames, and a platform called Google Proximity Beacon
API which has numerous benefits such as: it manages information associated with
your beacon network remotely, and in real time, allows you to share information
associated with your beacons with other projects, Allow Google products to react to
your beacon network. And it can allow you to take advantage of power-efficient
beacon scanning (including background scans) using Nearby. And it can be affixed to
both movable as well as stationary objects.
Examples of AR Augmented reality- take off more
 What are the differences between AR and VR?
o AR superimposes a computer generated image on a user’s view of the real world.
o VR generates from a computer
 Of the AR examples provided, which one resonates the most with you? IKEA, LOREAL
 Consumers expect digital technology to make their lives easier.
o working.- IKEA, US army
o irritation- Pokemon Go
Bonus mid-term questions Professor
 Is ‘on-demand’ digital marketing a new concept (messages in the aisle when shopping)? If
not, when and which company is credited with its first use? What are reasons for failure?
(class discussion only).
o Location technology is not new. IBM put video on carts in Schnucks in 1991. It cost
about $1500 for one computer. Failed because of the expense. People stole
computers.

Week 6 – Mar 4 / 6

WOI (Communicate Persuasively) – Part 2 B) Andrew Park C) Riley McPhee

 Describe and define the two persuasion processes – (1) systematic and (2) heuristic.
o Systematic Persuasion - When you appeal to someone’s logic and reason
o Heuristic Persuasion - When you leverage cognitive rules of thumb
o Which psychologist from Part 1 does this mirror based on his book “Thinking
Fast, Thinking Slow”? Kahneman
 What is the principle of homophily?
o We tend to respond most positively to those we perceive as likeable, credible,
and similar to ourselves. Love of the same
 Describe techniques to use with Fluency and Dis-Fluency, and why?
o Fluency- Repetition (think something is more likely to be true; more memorable)
 Use a message who’s structure customers will implicitly learn, so when they
see something similar, it will feel familiar and easy to process

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  Ex: Nike “Just do it” will help recognize “find your greatness” campaign
 Make it easy for people to process perceptual design features
 Visually easy to understand offers sense of pleasure
 Increases purchase intent and likelihood of returning
 Goal: minimize user cognitive load
 Maximize linguistic fluency by increasing contrast between background and
text, and by using sans-serif font that’s easy to read
 Make information easy to process, simple layout, one call to action, fluent
design, simple words
 Perceived as more trustworthy, smoother experience, generating positive
emotional association with brand
 Disfluency: Reverse of fluency techniques is useful when it comes to luxury or special
occasion items
o When you want customers to engage more deeply with your message, perceive a
luxury item as more unique, or you want to increase sales for a promotional product
(for instance by designing a banner advert), use a font that is harder to read
o Need to find balance between congruent and incongruent where people have
enough cognitive resources to make sense of information without being confused

 What are new visitors to your website most influenced by? How about returning visitors?
o New Visitors: Website’s layout, ease of use, size + reputation of business, usefulness,
privacy
o Returning Visitors: Convenience, depth of product offering, playfulness of overall
experience, perceived security

 Do consumers exhibit different behaviors depending on the digital device they are using? If
so, what are the implications to a marketer? Yes
o 30% of smartphone searches are related to location
o Optimizing local search increases amount of consumer base
o Must create high value content that can be shared within customers’ primary
platforms
o Phones have a smaller screen so less likely to keep scrolling
 Rank in top 4 spots of screen
o mobile ads have greater proximity to the point of purchase and tend to contain less
clutter, thus placing a lower cognitive load on its viewers
 Ads must find a way to make its ads more secure, fair and respectful towards
its intended recipients as more people are downloading ad blocking browsers

 What is a CTA? Describe some. What does the brand you are tracking this semester use? Do
you feel they are effective?
o Call to Action. Use imperative verbs to issue customers a polite command. Call now,
visit a store today
 In what pattern do most people scan a website? What implications does this have for a
marketer? F pattern- the most important info should sit in this line of sight
o Vital content above the fold
o First few words of headings and paragraphs are information rich and easy to spot
o More design elements = more competition

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 o Content is chunked into scannable sections
o Advertising is insightful and associates with brand
o Relevant images that are high resolution
o Undertake robust multivariate testing

 Does sex appeal, good-looking individuals and color have a role in website and other digital
designs? Explain. How about for your brand?
o certain universal principles that underpin our overall sense of aesthetics
o simple faces (without any distinguishing features) are often viewed as more
attractive than complex ones, probably because our brains prefer to look at things
which are easier to process.
o smiles are almost always attractive
o Group products together by color, luminance, saturation, size, etc.
o High contrast will draw attention
o Use faces that express universal emotions

 What is the color hierarchy? Is this hierarchy globally universal? Which color is dominant for
your brand and what implications does this have?
o Color hierarchy - blue red green violet orange yellow
o Psychologist Hans Eysenck identified this as a golab hierarchy and has been stable for
70 years
 What is the “new phone” in customer service today? Social media
 What 4 principles do organizations need to adopt with this new phone when conversing with
customers?
o Reply in real time (Where possible within the hour)
o Personalized response (Use real names and sign)
o Homophily (tendency to seek out and bond with people like ourselves)
o Honesty and integrity (Degree of fallout depends on how you handle situation as it
unfolds)
 Why is video such a different form of media?
o video is unique in the immediacy with which it can convey a vast amount of
emotional and informational content to its viewers
 Creates shared experience - people watch same thing at the same time,
wherever they are in the world
 Creates connection and community
 the analytics tools built into video hosting platforms are making it easier than
ever before to assess when people are bouncing away
 Which is typically better – tell your story through the narrative of one person or through that
of many people?
o Telling a story through the narrative of one person is better
o The story can have a different impact on some
o Message is more likely to be received the right way
o our attention actually magnifies our response to emotionally charged situations, and
that the larger the group, the more our attention and ability to focus diminishes, it
makes sense that a story would be most compelling when conveying the plight of a
single individual

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Week 7 – Mar 11 / 13

Digital Measurement marketing metrics-the managers guide to measuring mkt performance

- Reach= (sum of the reach points across all media channels)
o Can calculate for a specific region, time, product
o A Brand ran ad in magazine that had reach of 2% of population and a TV
commercial that reached 20% of the population. Reach = (20+2)=22 points
(assuming no overlap)
- Average frequency= (total # of impressions/Reach)
o A Brand ran ad in magazine that had reach of 2% of population and a TV
commercial that reached 20% of the population which aired 3 times.
2+(20*3)/22
- Gross Rating Points = (Reach*Frequency) If Reach =22 and average frequency is 2.81,
GRP = 62
- 3 hit theory- more likely to recall after 3 times—best if on different channels
- How do we measure different media?
o Billboard- # of cars that drive by
o Radio- how many people are tuned in through survey audit of radio station
o Print- ABC-Audit Bureau of Circulations- audit mags and newspapers. Verify
subscribers & gross the numbers up for newsstand purchases
o TV- Nielsen monitors what you watch but there are flaws bc you may get up
and get a snack
 Define GRP. Have an opinion on which component of GRP is most important.
o Reach is more important (over frequency)
 If GRPs are calculated for all media platforms, which platform do you believe has the most
accurate GRP calculations?
o Digital
 Name at least 1 organization that tracks “market share” in the digital world. Explain how they
do this. Leading digital measurement agencies
o Comscore- have panels that monitor every keystroke, site visited, etc., cashed every
website, headquartered in the internet hub, see how people navigate your
competitors
o Nielsen online
 Is measurement beginning to be fused across channels (e.g., internet, TV)?
 Are there compromises with digital measurement?
o You have to accept greater compromises in traditional media measurement
 Marketing dollars tend to flow towards media channels
o That can be measured with greater confidence
 A feedback loop is present, enabling tests and learn
 Marketers don’t do well with ambiguity
 If digital is typically less expensive than traditional channels, why not put everything in
digital? Can’t put all your eggs in one basket. Digital filter bubble. How can you be reached if
you unplug?

Chasm between GRP and digital metrics GRP-Gross rating point, standard measure in adv.

 When does Nielsen predict TV will be completely merged with digital?

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 o Nielsen has predicted that TV will be merged completely with digital by 2020
 What are advertisers hampered by?
o The inability to plan and buy effectively across channels to make sure their extra
advertising dollars are spent effectively. This is largely due to the many different metrics,
measurements and languages that different platforms use. There is no standard.

 What does Nitzberg propose ditching?

o He proposed ditching GRP, which is Nielsen’s gross rating point system, in favor of using
a standard measure of impressions or just start measuring actual audiences. This will
allow media buyers to all be on the same page and speak the same language.
 What does he recommend for brands?
o Advertisers and publishers need to work together to define common audience data
standards
o Currently, most brands have different agencies that each operate separately and use
their own language. Brands should be forcing coordination and cooperation between
their teams. This will allow them to excel as advanced tv/digital continues to grow.

(3MS) Making Measurement Make Sense

What is 3MS?

1. 3MS stands for: Making Measurement Make Sense (3MS). It is a cross-industry

initiative that has 3 jobs…
 to define clear standard based metrics for interactive advertising
 to determine the right metrics and solutions/ drive industry consensus
around those solutions
 establish a measurement model and work with MRC (who sets and
implements measurement standards)
 What is their mission?
1. Their goal is to revolutionize the way digital media is measured, planned, and
transacted across the advertising industry to make it a more valuable medium for
everyone involved in brand advertising.
 What is their focus?
1. Defining impressions- establishing viewable impression for the digital ads
2. Establishing audience currency- brand marketers target specific audiences, they need
to understand the quality and number, and reach and frequency of their audiences
3. Creating a standard classification of ad units- digital marketing has a great number of
units, there needs to be a clear classification system used by everyone
4. Defining brand ad performance metrics- 3MS and mRC are trying to identify the
metrics most valuable to brand marketers
5. Establishing brand attitudinal measures- working to make digital media more
measurable and comparable

Week 8 – Mar 18 / 20

WOI (Sell with Integrity) – Part 3

 What are the 6 principles from Cialdini that can be adapted to persuade users to visit your
website? For your brand, are they using any of these techniques?

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 What are some ways to “prime” visitors to your website?
 What are ways to increase trust on a website? Does your brand use any of these
approaches?
 Why does the rating alone on product reviews not increase sales? Does your brand use
product reviews?
 When persuading on price, which is more persuasive – B) “Switch to us and save $100” or C)
“You are losing $100 by staying with your current service”? Why is this?
 What is Johan Berger’s “rule of 100”?
 What are some differing examples of how to communicate price to aid in marketing? Do you
see your brand using any of these?
 Define dynamic pricing. Explain the risks associated with this.
 Explain the behavioral chain in the context of a website and how you can persuade users to
move along the process.

Mid-term exam review and SDK – 4*6 notecard

 In-class discussion
Bonus- from 2 guest speakers, fetch & quotient
Context- internet 91
Paradigm that will never change
129 BB
Print is suffering, retail is largest
Pi marketer is future
Componenets on the ad exchange

Digital strategy
Gilbreath model
Rule of 100
Daniel connaman losses larger than gains
Social business by design
Natalie neha – 6 cultures dimensions to consider
Edelman
Data driven marketing
Windex video- tell a story from one persons perspective
WOI 3
Open rate, click though rate, etc

Termanology
WOI part 1
GDPR-general data protection regulation
AR VR
Calculate GRP

Email mkt
Marketing services- digital research tools notes
Brand 24- social listening
Uses for social listening

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 Type of data mktrs look for when deciding which tool to buy- data sorting analysis reporting
Who calculats mkt share- not google
Connect with mobile phones in stores-beacons

Social media
Social business by design
Who FB uses for data brockerage
What % create original content- 1

Quotient
 Started as coupons.com
 Use retailer POS data
 Help the shopper make their decisions
 Coupons, digital shopping list, digital receipt scan, digital coupon circular (personalize)
 They supply the tech to deploy retail aps
 Ahalogy – get POS data and use it for targeting
o Brandables- custom branded content, blog articles, images
o 5-10 original images
o Dashboard reporting-ROI data
o Make suggestions for influencers
 Only pay for targeted. Any organic reach is bonus
 Brands work with an agency, then ad networks, publishers, then shoppers
 Quotient is a publisher and an agency (execute and plan media buys)
 Mid Low Funnel Sales Drive (Awareness, Consideration, Preference, Transaction, Loyalty)
o Quotient works with Pref-Loyalty
 1to1 match with other customer to determine how they behaved with and without the
coupon
 Do qual campaigns? No. Campaigns are not large enough and qual is expensive
 3 metrics that comprise sales? Trips, basket size, # of people buying
(penetration*trips*basket size)

Week 9 – Apr 1 / 3

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Social Media Governance Professor
 Given the “average” company, to what extent is the scope of their social investment (e.g., #
employees, accounts, interactions)?
 What is social governance?
 Why is it important for a company (brand) to have governance within social media?
 Describe some key components of a social listening plan.
 What is an escalation path and why is it important to have?
 What are the three categorizations of social content activity?
 What are some ways for a brand to engage in a conversation with its customers?
 The best social media for brands just happens. It is not planned per se. True or false? Why?
 Which is a more effective brand tactic in messaging – mass or personalization? Why? What
marketing model does this also follow from earlier in the year?
 How does one personalize in a digital world? Describe at least 3 of many data ingredients to
assist in this exercise.

P&G’s Social Media Policy Class Discussion

 What is your take away from their policy?
 Do you believe it is fair that the company (and almost all do) provide you guidance in your
own personal social media use?

Content and Affiliate Marketing (plus Gamification) Professor

Content Marketing
 What are some reasons why marketers have embraced content marketing?
 What are some key intents of content marketing?
 What are the 5 major types of content? Which one is most common?
 What is the power of numbers / lists?
 What are the 4 major delivery formats with content marketing? Which one delivers the
greatest amount of information?
Affiliate Marketing
 What is the definition of affiliate marketing?
 Why might a marketer need to do affiliate marketing?
 What are the 4 core players to affiliate marketing?
 Name at least 1 leading affiliate marketing network.
Gamification
 What are some reasons why marketers have embraced gamification?
 What are some key mechanics to consider in gamification?
 What are the 3 ingredients to make gamification work?

Week 10 – Apr 8 / 10

Influencer Marketing Professor

 See “Influencer Marketing” on Canvas.
 How does Influencer Marketing differ from Advocacy / WOM Marketing?
 What is the main social media channel for influencer marketing?

7 Signs You Need Influencer Marketing B) Sarah Semon C) Jason Ramach

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 Identify and explain the 7 signs.

Defining POEM B) Brandon Solursh C) Blake Schubert

 What does POEM stand for with respect to digital marketing?
 Provide examples within each type of POE media.
 What are benefits / challenges within each type of POE media?

Earned Media May be Efficient, but It’s Far from Free B) Natalie Walsh C) Clarke Silvers
 Which media within POE, does Blackshaw / Wilson state is becoming increasingly important
in the age of consumer expression and conversation?

Websites All
 Be able to identify 2 viral WOM / Influencer agencies.

The cost of faking it B) Lauren White C) Abigail Simonds

 Which governmental body is responsible for protecting consumers against false reviews?
 What actions can this governmental body take?

Fake online reviews crackdown in NY B) Zitong Yuan C) Jacub Stus

 What is another name for false reviews (hint – think of a sports field)?
 Can positive reviews increase sales?
 Can negative reviews increase sales?

Rubbermaid Case Study B) Anneliese Zak C) Nate Wilkens

 Do they value negative reviews?
 What other information does Product Reviews complement?

Company discussion – Amazon Vines / Bazaar Voice and Power Reviews Professor
 Describe one way in which Amazon stokes consumer reviews – particularly for new products?
 Can anyone join Amazon’s process?
 What requirements are expected of the reviewers within this process?
 Name 1 of 2 companies which are deemed a “clearing house” or “syndicators” for online
reviews?

Week 11 – Apr 15 / 17

POBP – Introduction & Chapters 1-3 B) Will Breitenbach C) Jamie Lewis

 What are commands 1-3 that Rushkoff proposes for an individual living in a digital world?
 What does Rushkoff says "competes" with relevance?
 What do you think of the book at a personal level?
 What are some takeaways / implications for marketing?
 How does Rushkoff's 3rd command on "choice" support rationale for the “filter bubble” that
was talked about in the dh paper? How can marketers combat this?

McKinsey - Managing Disruptive Technologies B) Cristina Burkhart C) Andy Baldwin

 How many sensors does Chamath claim are in a smart phone?

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 Provide examples of how sensors interact with consumers (e.g., fitness, health).
 Provide an example of how retailers are embracing autonomous-vehicle space.
 How can executives minimize technological disruptions?
 What are the 3 “arcs” lacking in today’s companies?
 According to Chamath, what will be the blue-collar job of the 21st century and more
important than college?

Week 12 – Apr 22 / 24

POBP – Chapters 4-6 B) Alyssa Carson C) Emily Black

 What are commands 4-6 that Rushkoff proposes for an individual living in a digital world?
 Do our engagements through and with the digital world reduce or increase the complexity of
our real world? Cite the implications for business and marketing of tomorrow.
 What example does Rushkoff give for when the real human went away? What does Rushkoff
imply is required for businesses to survive in a purely digital realm?
 Explain what it means by going “vertical” or “horizontal”.
 You start off your business career as a community manager for a brand. Should you allow
“anonymous” to post and interact with your site? Why or why not?

Week 13 – Apr 29 / May 1

Search Professor
 How many properties (e.g., websites, videos, apps, etc.) partner with the Google Display
Network to show ads?
 What factors does Google consider when showing you an ad?
 What factors does Google exclude when showing you an ad?
 Can a business use Google AdWords even if it does not have a website?
 What are the 2 cost components Google uses in determining the cost of AdWords?
 What does CPC stand for?
 Is it possible to pay less than the maximum CPC you bid to Google?
 What is the purpose behind Quality score?
 What 3 things affect (influence) Quality score?
 How is Ad Rank calculated?
 What are the two major dimensions (x-axis and y-axis) to the “long tail” of key words? What
is the shape of the “long tail”?
 What are some ranges for CPC?
 What are some elements that you can vary your CPC bids on?

dh Boosting Research B) Hannah Banas C) Katie Wright

 What are the two types of search results? Define them.
 Which type of search is clicked on the most?
 Which type of paid boosting is most effective?
 Is ad placement important?
 What is “above the fold”?
 Define the two types of SEO.
 In what year did Google begin personalizing search?
 How does personalized search enhance the user experience of search?

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 What is the “filter bubble”?

Sir Martin Sorrell video (possible bonus questions, minutes 4.30-13.41)

 What % WPPs business would Don Draper recognize today?
 What does he claim technology people don’t understand well?
 What fusion will become remarkably powerful in the future?
 What need is going to become extremely important in the future?

WOI (pages 14-38) B) Heather Hussey C) Katie Hornsby

 Of the 6 cultural dimensions we learned about in WOI, which ones about China – relative to
the US – might aid us in better exploring as to what China consumers expect when going
online? Hint – look for 4 of the 6 dimensions which are most different between the 2
countries.

Digital China Professor

 Name the digital property in China to its USA equivalent?
o Facebook
o Twitter
o Google
o Amazon
 Does Baidu alter their search returns based on China law?
 After Google decided to pull out of China, who is partnering with Baidu on search?
 What is Tencent’s (aka QQ + WeChat) main business proposition?
 Unlike most other technology firms in China, what is different about Tencent (QQ + WeChat)
with respect to its scope of customers?
 What type of innovation do most Chinese technology firms’ practice? In your opinion, will
this last forever? Explain.
 In terms of ad spending in social media, how does China compare to the USA? How will this
change over time?

Week 14 – May 6 / 8

POBP – Chapters 7-10 B) Megan Chan C) Kat Bowen

 What are commands 7-10 that Rushkoff proposes for an individual living in a digital world?
 Which does Rushkoff argue is “king” in digital – content or contact?
 As a social networking site becomes more and more commercial, what does Rushkoff argue
will happen to that site?
 Is digital technology biased towards fiction or fact?
 Prior to the digital age, how did a brand try and relate to consumers?
 What is the fundamental difference between mass media and digital media?
 Once a story or meme is released digitally, does the author retain control of that story?
 Rushkoff states that the best way for marketers to sell in a digital age is how?
 The digital age is one of openness and sharing. As a result, Rushkoff argues that the model of
“where ads fund everything” may be at risk. Why and will it happen?
 In a digital age, Rushkoff says we must learn to write software, or we risk what? If we don’t,
will this limit our choices or not?

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Google vs. FB Ads B) Allie Eames C) Josh Bracy
 What does Digital Deepak say about the differences between these two giant ad platforms?

No customer left behind B) Ting Fan C) Carter Bromm

 What percent of retailers feel personalization is a top priority? What percent are doing a
good job at it?
 What are the four “D’s” of a personalization operating model at scale?
 Cite one example of what can go wrong from attempting to do personalization within a
company from one of the case studies.

Personalization levels vary B) Drew Fishman C) Griffin Cermak

 In what platforms is personalization the top focus? The least focus?
 Any platforms missing?
 Why is in-store so difficult to achieve personalization with? Note – think beyond the article
itself.

Economic value of personal data / ARPU B) Coquise Frost C) Julia Dunn

 What three entities benefit from personal data and what are examples within each entity?
 According to a Microsoft survey, what percent of respondents were “much more likely to buy
from companies who allow them to shape their products and services”?
 Is this willingness to share data consistent across countries?
 What is ARPU?
 For the large platforms (e.g., FB, Google) is ARPU declining or increasing over time?

Social business and beyond B) Jon Goldsmith-Ramos C) Britanny Hallberg

 In the 21st century, what does Peter Kim argue businesses are still struggling with? Why?
 What does Peter Kim argue brands are best off wholly embracing? Why?

Scott Monty Leaves Ford B) Megan Hetzler C) Ben Hinshaw

 What is the currency among consumers in the digital age?
 Describe what is happening in marketing today with big brands and their interaction with
social media? What is your point of view if this will continue?

3rd party CRM / data management companies / CRM for travel Professor
 What does CRM stand for?
 Name two organizations that claim to help brands by harnessing all aspects of their social
data?
 Do these organizations manage this data at an aggregated or disaggregated customer level?
 Does streaming CRM do things on the fly or is the data loaded in beforehand?
 In order for streaming CRM to work properly, what does need to be decided beforehand?

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