5Xmx1K-LV Management IT WS 2023

DIGITAL MARKETING
PROF. DR. CLAUDIA BRAUER
DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

M CI M ANAGEM ENT CENTER INNSBRUCK Universitätsstraße 15 office@mci.edu 1
Welcome
https://www.youtube.com/watch?v=9ZmT7puLjqI
https://www.youtube.com/watch?v=5A2NDsibmZI

Welcome
Welcome to a digital adventure!

Your expectations
• ……
• ……
• ……
• ……
• ……

My expectations
• Willingness to learn
• Many discussions
• Open and honest communication
• Fun

Learning objectives
• After attending the course you are able to explain

comprehensively and apply different online marketing instruments:
• Display marketing,
• Search engine optimization,
• Search engine advertising,
• Affiliate marketing,
• Email marketing,
• Esports,
• different types of social media marketing and social networks,
• Influencer marketing, and
• define Big data and Digital analytics.

Course dates
• Course dates
• 11 December 2023 – 9.00-12.13.15
• 12 December 2023 – 8.30-13.15
• 13 December 2023 – 8.30-13.15
• 14 December 2023 – 8.30-13.15
• 18 December 2023 – 8.30-13.15
• 20 December 2023 – 8.30-13.15
• Questions welcome at anytime!

• claudia.brauer@mci.edu or – 3139

Grade
• Multiple choice test

• Date: 21 December 2023, 15.30-16.30
• Extra points possible

Important links for self-study
• Google Tag Manager

• https://www.youtube.com/watch?v=KRvbFpeZ11Y
• Google Analytics
• https://www.youtube.com/channel/UCJ5UyIAa5nEGksjcdp43Ixw
• Google Data Studio

• https://www.youtube.com/watch?v=6FTUpceqWnc
Google certificate

Important links for self study
• Google Skills
• https://skillshop.withgoogle.com/
• Self-learning tool

Recommendation
• AI Tools
• https://www.youtube.com/watch?v=n8zKsFoo2FE
• Duration: 17.10 minutes

Recommendations
• Important associations in digital marketing and digital

analytics
• Digital Analytics Association
• International Institute for Analytics
• Digital Network Advertising Initiative
• Digital Advertising Alliance
• European Advertising Standards Alliance

Literature
• Display marketing
• Barajas, J., Akella, R., Holtan, M., Kwon, J., Flores, A., & Andrei, V. (2012, October).
Dynamic effects of ad impressions on commercial actions in display advertising. In
Proceedings of the 21st ACM international conference on Information and knowledge
management (pp. 1747-1751).
• Kumar, V., & Mittal, S. (2020). Mobile marketing campaigns: practices, challenges and
opportunities. International Journal of Business Innovation and Research, 21(4), 523-539.
• SEO
• Das, S. (2021). Search engine optimization and marketing: A recipe for success in digital
marketing. CRC Press.
• Drivas, I. C., Sakas, D. P., Giannakopoulos, G. A., & Kyriaki-Manessi, D. (2020). Big data
analytics for search engine optimization. Big Data and Cognitive Computing, 4(2), 5.
• SEA
• Bayer, E., Srinivasan, S., Riedl, E. J., & Skiera, B. (2020). The impact of online display
advertising and paid search advertising relative to offline advertising on firm performance and
firm value. International Journal of Research in Marketing, 37(4), 789-804.
• Falcão, J., & Isaías, P. (2020). Perceptions and Attitude Toward Advertising on Social
Networks and Search Engines: A Comparative Analysis. Journal of Internet Commerce,
19(4), 404-436.

Literature
• Affiliate marketing
• Duffy, D. L. (2005). Affiliate marketing and its impact on e‐commerce. Journal of Consumer
Marketing.
• Edelman, B., & Brandi, W. (2015). Risk, information, and incentives in online affiliate
marketing. Journal of Marketing Research, 52(1), 1-12.
• Esports
• Rosell, L. M. (2017). eSport gaming: the rise of a new sports practice.
• Elasri Ejjaberi, A., Rodríguez Rodríguez, S., & Aparicio Chueca, M. (2020). Effect of eSport
sponsorship on brands: an empirical study applied to youth. Journal of Physical Education
and Sport, 2020, vol. 20, num. 2, p. 852-861.
• Tjønndal, A. (2020). “What's next? Calling beer-drinking a sport?!”: virtual resistance to
considering eSport as sport. Sport, Business and Management: An International Journal.
• Email marketing
• Zhang, X., Kumar, V., & Cosguner, K. (2017). Dynamically managing a profitable email
marketing program. Journal of marketing research, 54(6), 851-866.
• Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of
Research in Interactive Marketing.
Literature
• Social media marketing

• Tuten, T. L. (2020). Social media marketing. Sage.
• Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing &
Publishing.
• Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media
marketing?. MIT Sloan management review, 52(1), 41.
• Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising.
The Marketing Review, 15(3), 289-309.
• Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
• Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in
marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7),
1177-1190.

Introduction
• What do you know about online marketing?
• How would you evaluate your knowledge in online

marketing on 1-5 (1 highest) scale?

Introduction
„Facebook has relationships with 2.4 billion

users. The Roman Catholic Church 1.2 billion.
Facebook has more relationships on the
planet than God.“

Introductory question
1. What would you pay for your Facebook account per month?
2. What would you pay for Google search per month?
3. What would you pay for WhatsApp per month?

Search engine marketing

• Since when Google exists?

1. Backlink (Inbound link) 1. Landing page

• …….. • ……..
is a specific web page designed to receive and convert visitors who click
is a hyperlink on one website that directs users to another, playing a crucial
on an advertisement or search engine result, typically tailored to match the ad's or
role in determining a site's authority and search engine ranking.
search query's intent.
2. Outbound link 2. Seed page

• ……….. • ………….
is an initial web page used as a starting point for web crawlers to
is a hyperlink from one webpage that directs users to another external website. discover and index other pages on a website.
3. Deep link 3. Doorway page

• ………… • …………
is a web page created with the sole purpose of manipulating search engine
Is a hyperlink that directs users to a specific page or content within a website, rankings by redirecting users to another page, often considered as a deceptive and
rather than its homepage or main page. against search engine guidelines.
4. Surface link 4. Trust rank

• ……….. • ……….
is a measure of a website's credibility and reliability, often influenced by
surface link typically refers to a link that directs users to a website's main the quality and relevance of its content and the number of trustworthy inbound
or top-level page, such as the homepage, rather than a specific, deeper content page. links it receives.
5. Link popularity 5. Focused crawling

• ………….. • ……….
refers to the prioritization of specific areas or pages on a website for more
quantity and quality of inbound links pointing to a website, influencing its
frequent and thorough indexing by search engine crawlers based on their importance
perceived authority and ranking in search engine results.
and relevance.
6. Link strength 6. Below the fold / Above the fold

• ………… • ……….
is a measure of the influence and authority of a hyperlink, with factors
such as the linking site's credibility and relevance impacting the overall strength of the link.

• How does a search engine work?

• Search engine consists of four components that run one after the other
in a fixed cycle:
1. The crawler searches all available web pages and URLs. The search
engine analyses the web page code and the web page content for each
web page.
2. For the useful or found web pages, a store, a so-called local store, is
created, which provides the raw material for the index (database that
stores all information and web pages found by the crawler) in the indexer.
3. The content of a web page is not simply stored in the index, but a
representation of each document is created!
4. Searcher: displays the results to the internet user

• Ranking factors
• Over 200 different ranking factors
• Objectives of search engines
• Delivering the best and most relevant results to users
• Search algorithms are constantly changing to improve the quality of search
results
• 2011: Panda update

• Identification and filtering of web pages that contain insufficient content
• Unique content: Little or no unique and individual text
• Duplicate content: Copying text from other sites or using the same text
more than once on the site
• Low retention time
• A high number of adverts that do not match the content of the site
• Website content and title are not matching with the search query
• Keyword stuffing

• 2012: Penguin update

• Identification of web spam by means of the search algorithm
• Web spam: "illegal" techniques to improve website ranking in search engines
• Link building
• Keyword stuffing
• 2013: Hummingbird update

• Integration of the search intention into the search query
• Better interpretation of semantic contexts (colloquial language) in search queries -
Quality improvement of search results
• 2015: RankBrain update

• Usage of artificial intelligence to improve search results
• Consideration of different factors e.g. location, personalized requests

• Important technical terms in search engine marketing
• SERP: Search Engine Result Page

• Web pages on which search results are listed in search engines
• SERP cannibalization
• Two or more websites owned by the same company with similar or almost
identical content displace each other in the organic search results (SERPs) on
Google and other search engines.

• Important technical terms in search engine marketing

• Keyword Density
• Ranking factor for the search engines
• Quotient of the number of a certain term and the number of all words in the text
• Recommendation: 3-5%
• Keyword distribution within the document and the website
• Keyword distance (proximity and anti-proximity)
• Keyword concentration in certain parts of the website
• Use of the keywords in SEO-relevant elements
• Use of related keywords

• Search engine marketing

1. Search engine advertising, SEA: Paid Listings
2. Search engine optimization, SEO: Organic Listings

Search engine advertising

• Search engine advertising (SEA)

Paid search advertising targeting
1. Ad advertising with search words (keyword 2. Advertising on other websites (content

search advertising) search advertising)
• Placement of advertisements in the search engine • Placement of advertisements on other
websites, e.g. Google Adsense
• Selection of keywords
• Ranking of advertisements takes place on the basis
of a bidding process
• Auction mechanism (second price auction, position
auction) decides on the ad position and the ad price
• Influencing factors of the ad position
• Ad position
• Maxi CPC
• Quality factor
• Quality factor: Ad extension and ad format

• Google ads

• Objectives of search engine advertising
Objective Parameters
impressions, reach and frequeny (ad delivery);

Reach
share of voice, cost per thousands, ...
increasing number of clicks, bounce rate,

Traffic number of clicks via GoogleAds and via the Selection of
other channels keywords
average visit time, social interaction with the
Engagement
website (shares, likes, etc.)
number of downloads, submitted forms,

Leads
registrations, ...
conversions, shopping cart size, return on

Sales
investment, average return, ...

https://www.youtube.com/watch?v=SZV_J92fY_I
Duration: 8 minutes

• Process of search engine advertising

• Recommendation: Google Keyword Planner
https://www.youtube.com/watch?v=8cExLG1eIRI
Duration: 10 minutes

https://trends.google.de/trends/?geo=DE
https://answerthepublic.com/
https://www.wordtracker.com/scout
https://ahrefs.com/keywords-explorer
https://keywordseverywhere.com/start.html

• What makes a (good) landing page?

https://www.youtube.com/watch?v=hcPxMuxh5Tc
• Duration: 6 minutes

Advantages of SEA Disadvantages of SEA
Adress target group – Low wastage Selection of keywords

Subordinate target achievement possible compared to High change frequency taking into account the
SEO competitive situation
Regular control and adjustment of the various
Short-term usage compared to SEO
Google ad accounts
Cost-effective channel compared to other
Lack of transparency regarding the quality factor
communication channels and good cost control
High reach Requirement: good landing page
Regional advertising Sustainability
Performance measurement High competition – High ad prices

Termination or interruption of an ad campaign
Good test environment means the immediate interruption of the
additional flow of visitors to the website
Positive interactions on organic ranking and
overarching branding effect
Mobile adapted advertising format
• Prerequisite for the placement of GoogleAds

• Google AdWords account with one ad campaign and one ad
group
• Determine whether an ad will appear on Google search pages
(Shopping, Maps, Images, Groups) or in the search advertising
network (search partners such as AOL)
• Determination of the URL (landing page)
• Determination of the max. cost per click (CPC)
• Determination of the daily or total budget (and payment
information)
• One (or more) suitable text ad(s) (Google Ads) or (or more)
keyword(s)
https://www.youtube.com/watch?v=oQw8pn-xgZY
Duration: 8.29 minutes


• Design of a Google text ad

• Keywords in the title
• One sentence per line of text
• No sentences over two lines
• Ad text 1st line Highlight USP
• Ad text 2nd line: Call to action such as "Order now!
• Target specific audience (A/B testing)
• Not allowed: Text in capital letters e.g. "BUY NOW".
• More than one exclamation mark e.g. "Order now!!!"

https://support.google.com/google-ads/#topic=9803759

Group work
• Create a list of 30 keywords (and keyword

combinations) for your business/organization!
• Create a campaign tree for your
business/organization and 3 different Google ads!
• Working time: 45 minutes

Repetition

Search engine optimization

• OVI (Online Value Index)
• Value of a domain within a search engine
• A measure of how easily a website is found by a search engine

• Algorithm, no fixed value
• Influencing factors
• Number of keywords
• Measure of the ranking height for the used keywords
• Advantage
• Improvement of search engine optimization

• Google search console
www.youtube.com/watch?v=ONr5Z7VhNFI&list=PLKoqnv2vTMUOnQn-
lNDfT38X9gA_CHxTo&index=2
• Additional videos about Google search console (see Google Search

Console Training on Youtube)

• Search engine optimization

• „Search engine optimization (SEO) is a set of techniques used by web
sites in order to be better indexed by search engines.“
• SEO: Onpage-SEO & Offpage-SEO

• SEO
• Onpage SEO: Onpage optimization includes all content-related and
technical measures that can be carried out on one's own website
• Offpage SEO: Offpage optimization includes all content-related and
technical measures that can be carried out outside of one's own
website
• White hat SEO

• Search engine optimization measures that do not violate search engine guidelines
• Black hat SEO
• Search engine optimization measures that violate search engine guidelines
• Grey hat SEO
• Dubious but not explicitly prohibited search engine optimization measures

• Black hat SEO techniques
• Brandjacking
• Adopting or acquiring the online identity of a company, brand or person
• Aim: To damage a reputation or transfer advertising effects
• Cybersquatting
• Registering someone else's brand or personal name as a domain

• Process of SEO


• Adjacency
• Keyword prominence
• Proximity of two points in a graph
connected by an edge - Proximity of • Position of one or more keywords
two objects to each other within a website
• Search engine optimization: • Different weighting of keywords based
Expression for the spatial proximity of on their position within the website
• Higher weighting at the beginning of the website
two search terms on a web page than in the middle of the website
• The distance between two search

terms in an HTML or other document
is determined by the characters
between them • Keyword tracker
• Prerequisite: Direct proximity of two
• Tools for SEO analysis of keywords
search terms entered in a search
within the website
query = high website relevance
• SEO Tools e.g. Ahrefs Rank Tracker,
• Adjacency (reference search query) =
Google Search Console
keyword proximity are often used as
synonyms

• Crawl budget • Allintext command

• Maximum number of main pages and
sub-pages crawled by Google per • Google search syntax to search only the
website. body text within documents
• Depends on the ranking of the • Does not include links, URLs and titles
website • No combination of commands possible
• Activities to improve the crawl budget
• Implement a flat website structure
• Internal linking of pages that have
many backlinks with web pages that
should be crawled more frequently
• Exclude unimportant web pages from
crawling (e.g. via robots.txt)
• Preventing crawling by using the
"noindex" meta tag on the most
important sub-pages

• Onpage SEO actitivities

• Optimization of the website content
• Provide well-written and error-free text for each website document
• Timeliness of content, integration of keywords, integration of different media,

well chosen headlines (H1-H6)
• WDF*IDF analysis: Identification of words within a document that increase
the relevance of the web page
• WDF: „Within Document Frequency“: relative weight of a keyword in a

document - If the value is high, it means that a keyword is used frequently in a
document.
• IDF: „Inverse Document Frequency“: Frequency of a search term in a
document in relation to the (search terms / keywords) frequency of all other
documents in the index

• Content Score
• Indicator for the evaluation of text relevance
• 2 different procedures
1. Landing page and website depend on search term (Need-Met-Rating)
2. Landing page independent from search term (PQ Rating)
• Classification of content
• Main Content 1. Expertise
• Supplementary content 2. Authority
3. Trust
• Advertising

• Onpage SEO activities

• Technical optimization
• Technical optimisation includes all activities performed on a website to
make the content relevant to search engines and improve the
crawlability of the website.
• Title tag: Title of the website

• The length of the title should not exceed 70 characters.
• Do not use duplicate titles, use primary keywords, meaningful titles
• Meta tag (Meta description): detailed summary of the website

• Maximum length: 155-160 characters including spaces
• Respect the AIDA principle

• Technical optimization
• Canonical tag
• Application with multiple identical contents within a website to avoid
duplicate content (Black hat SEO)
• Fresh tag
• Date and time tagging for web pages
• Date of the last crawler visit
• Last date the web page was saved in the search engine cache

• URL structure („Uniform Resource Locator“: website address)


• Internal links
• Internal links must be made available to users and crawlers
• PageRank Sculpting
1. Attribut rel="nofollow" Control of crawlers to avoid unimportant
content e.g. terms and conditions on the website to avoid linkjuice
2. Not displaying links to the crawler
• Anchor texts: the displayed text of the link in a text

• <a> character for an anchor text + an attribute with the name href
• Integration of the anchor text into the sentence
• Integration of the keywords into the anchor text


• Optimization of pictures
• Criteria for optimal image processing
• File size (200 KB to 300 KB)
• Image format (depending on the number of colours)
• Image description (alt text + keywords in alt text)
• Include images in sitemap (image sitemap up to 1000 images)
• Optimization for mobile devices (since april 2015) – Responsive

Design
• Load time under 1 second, content adaptation to the device, etc.
• Mobile first indexing will apply from July 2019

• Offpage SEO activities

• Building high-quality backlinks (inbound links)
• Attention: Backlink Generator
• Tool for automatically creating multiple backlinks pointing to a specific
website
• Black hat SEO technique
• Disavow file
• List of backlinks that are not to be taken into account for the ranking of
the website
• Various ways to increase link popularity

• Good website content
• Link partnerships
• Social media usage (social signs)

• Local SEO
• Google My Business
• https://www.google.com/intl/en_ae/business/

• Alexa SEO
• Responding to the smart home trend
• Alexa SEO (Echo dot) is a special form of search engine optimization
• Based on voice search with the Amazon product Alexa
• Alexa SEO applies to all products based on the Amazon platform
• Optimization of web content and products based on Amazon's voice
assistant
www.youtube.com/watch?v=cUUtTVBREDk
• Alexa features Duration: 4.50 minutes
• Alexa voice search
• Alexa skills (Amazon shopping)
• Amazon Music
• Attention: Only one product is audible

• Tools for SEO

• XOVI
• Seitwert
• Sistrix
• Webpageorgtest
• PageRangers
• KWFinder
• Semrush
• Seobility
• Ahrefs

Criteria SEO SEA
Addressing the
Improvement of organic results Placement of paid advertisements
potential customers
Focus one search engine
Reach No limitations
Selection of a few search words
Effort High set-up cost Timely and continuous control
Budget & costs High initial investment Ongoing advertising costs
Time Long-term Short and medium term
Exclusion from the search

Risk factors Click frauds
engine database

• Extra Tip: Google Optimizer
• Tool for website testing

• Precondition: usage of Google Analytics
https://www.youtube.com/playlist?list=PLI5YfMzCfRtbgHPUPVBhI
MzHbdJNvq8kN
• Duration: various videos (approx. 50 minutes)

Repetition

Display marketing
Display marketing

Display marketing
• Definition of display marketing (banner advertising)

• “Display advertising refers to advertising that includes text, logos and
images, videos or pictures placed on a website or search engine.”
• “Display advertising refers to the process of promoting a product or

service through visuals such as images and videos on networks of
publisher websites such as the Google Display Network and Facebook".

Display marketing
• Terminology
Advertiser: The business that place the ad (slack)
Publisher: The website that place ad (WSJ business)
Media agency: works for the advertiser in designing

the ad, then bying ad placements and determines ad
budget
Inventory: how many impressions of the ad are

available through a specific publisher

Display marketing
• Buying process of online advertising space

• Buy direct
• Buy ad space on a specific website directly from the company (publisher)
• More expensive than an ad network
• Full control and transparency over ad placement
• Network buy
• Buy ad space through ad networks
• Easy way to publish ads across multiple websites
• Better targeting
• Programmatic buy
• Automates the network buying process to increase efficiency and reduce costs
• Allows advertisers to focus on audience and can include time of day and other
parameters to focus on the best audience

Display marketing
• Google Adsense
https://www.youtube.com/watch?v=YSqOvgfbPhI
https://www.youtube.com/watch?v=nd5Lxt8cAWs

Display marketing
• Types of display marketing

1. Site placement advertising
2. Contextual advertising
3. Remarketing (retargeting)
• Pricing models of display marketing

1. CPV = Cost per view
2. CPC = Cost per click
3. CPL = Cost per lead
4. CPS = Cost per sale

Display marketing
• Retargeting
Your website Ad network
Example
Visitors get tracked for retargeting (cookie id) • 10,000 website visitors
Tracking works beyond your website across • 20 page impressions per month
the web • Total of 200,000 retargeted impressions
per 30 day period
Display marketing
• Ad Network
• “An ad network is a technology platform that mediates the sale of ad
inventory between publishers and advertisers. It is a term used
exclusively for digital media and online advertising".
• An ad network has an inventory of ad impressions available by audience
type, demographic and firmographic
• For example: Google ads

Display marketing
• Types of ad networks
• National ad networks and international ad networks
• Vertical ad network: Advertiser has complete transparency over ad placement
• High reach
• Blind ad network: Bundling of ad space to save costs
• Targeted ad network: Selection of ad space based on behavior and context
https://www.youtube.com/watch?v=kLntW3SR-tQ
• Duration: 56 seconds
https://www.youtube.com/watch?v=u6AdUwUpKx8
• Examples of ad networks

Display marketing
• Ad network
• “An ad network is a technology platform that mediates the sales of ad inventory between
publishers and advertisers. It is a term used exclusively for digital media and online ads.”
• For example: Google ads
• Ad exchange
• “Ad exchanges are online marketplaces where publishers and merchants come together to
trade advertising space.”
• Ad Exchange describes a marketplace for advertising inventory
• Objective: Simplify the negotiations between advertisers and publishers
Automated Real-time bidding

process Real-time advertising

Display marketing
Real-time bidding
DSP: Demand side platform SSP: Supply side platform

The aim of DSPs is to automate and optimise the A supply-side platform is an advertising technology
buying of advertising inventory using various (AdTech) platform used by publishers to manage,
algorithms. The aim is to increase the efficiency of sell and optimize available inventory on their
advertising campaigns by finding the most suitable websites and mobile apps in an automated and
placement for banners or other online advertising efficient way. By using an SSP, publishers can show
media. display, video and native ads to their visitors, and
monetize their website and apps.
Display marketing
• Effective display advertising

• Raise awareness of a product or service
• Increase search volume
• Simple and clear design

• Use clean designs that attract the internet user
• Include a call to action button (CTA)
• Bold text, but not too much
• Use relevant images
• Clear and consistency information
• Brand identification
• Display ad landing pages

• Ensure that the landing page to which the ad is directed is specific to the
ad being displayed

Display marketing
• Ad collision
• An ad collision is the unintentional
display of the same ad from the
same ad campaign with a page
impression.
• Frequency capping
• Frequency capping is the
controlled delivery of an ad per
unique client by number and time
unit (day, hour, etc.) via an ad
server.
• Frequency capping works
differently for display and video
campaigns.

Display marketing
• Whitelisting / Blacklisting
• A whitelist is a list of website domains on which the advertiser is willing
to serve its ads
• A blacklist is a list of website domains on which the advertiser is not
allowed to serve its ads
• Blacklisting is sometimes referred to as negative targeting, exclusion or
blacklisting.

Display marketing
Group work
• Create 3 different banners for your

company/organization!
• Use the tool of your choice (Canva is the recommended
tool)!

Repetition

Affiliate marketing

Affiliate marketing
• Definition of affiliate marketing

• „ Affiliate marketing can be described as an online sales tool. Many
authors define it as commission marketing of sales, which is not accurate
because the commission in affiliate marketing does not come from the
sale itself. Affiliate marketing itself must be seen as one of the most
effective ways of distributing and selling the product in the online
environment.„
• Requirement: usage of tracking methods

Affiliate marketing

Affiliate marketing
• Types of affiliate marketing systems

• One-tier affiliate system
• Direct connection between the merchant and the affiliate

Affiliate marketing
• Types of affiliate marketing systems

• Two-tier affiliate systems
1. Public affiliate networks
• Merchant is connected to an affiliate network that has many different affiliates under
contract
• Affiliate networks are the link between advertisers and publishers and provide the
infrastructure for affiliate marketing to take place
• Functions of affiliate networks
• Provide infrastructure, such as tracking solutions, to enable affiliate marketing
to take place
• Collect requests from merchants and affiliates
• Analyse merchants and affiliates
• Provision of advertising material
• Billing between the merchant and the affiliate
• Costs: set-up fee, commission on sales price
• Affilate networks
• Affilinet, awin (former zanox), tradedoubler, CJ Affiliate

Affiliate marketing
• Types of affiliate systems

• Two-tier affiliate systems
2. Private affiliate networks
• Cheaper than a public affiliate network
• Merchant has the full responsibility
• Examples: Amazon, Zalando

Affiliate marketing
• Advertising material for affiliate marketing

• Text links
• Banner & Buttons
• Forms
• Product database as CSV file
• The shop must be integrated into the affiliate's website and is provided by the merchant
as a CSV file.
• Legal responsibility: merchant
• Keywords
• The merchant provides the affiliate with a database of keywords that the affiliate inserts
into the website for search engine optimization.
• Video ads
• Page peel

Affiliate marketing
• Payment methods of affiliate marketing
• Pay per view
• Pay per click
• Pay per lead
• Pay per sale / pay per order
• Attribution models

Affiliate marketing
• Tracking methods
• Cookie tracking
• Storage of the affiliate's affiliate code as a cookie (session cookie or persistent
cookie (lifetime commission) on the visitor's computer
• Special type: Post-view tracking
• URL tracking
• Integration of the affiliate's partner code in the URL
• Disadvantage: Direct purchase of the product from the merchant
• Session tracking
• Creates a Session ID (which is also used to store the affiliate code) when
requesting a website
• The affiliate code is read and payment is made to the affiliate as a result of the
visitor's action.

Affiliate marketing
• Tracking methods
• Database tracking
• Storage of the partner code (affiliate code) and the customer ID in a database
• Advantage: Recognition of subsequent purchases
• Fingerprint tracking
• Creation of a digital signature of a user, consisting of the IP address, the version of
the browser, the operating system, the language and/or the installed plug-ins.
• Disadvantage: Destruction of the digital fingerprint when changing browser or
device

Affiliate marketing
• Cookie dropping
• Cookie dropping (or cookie stuffing) is a black hat technique.
• It involves placing a cookie on the user's browser when they visit a website, which
is then used to generate a commission for the affiliate in the event of a successful
conversion.
• Thin affiliates
• SEO black hat technique
• Thin affiliates are affiliates who try to achieve a high ranking in the search results
by avoiding any meaningful added value for search engine users and with as little
effort as possible, and who try to direct visitors to their website as directly as
possible to the partner shop whose products they are advertising.
• On the websites of a thin affiliate, users do not find the information promised to
them in the descriptions of the search results (organic listings / paid listings)
• Example: test comparison, price comparison

Affiliate marketing
Group work
• Make a list of 30 different companies/organizations

for an affiliate concept for your business from both
the affiliate and merchant point of view and find an
affiliate network if necessary!

Repetition

Email marketing
Email marketing

Email marketing
• Definition Email marketing

• „Email marketing is the highly effective digital marketing strategy of
sending emails to prospects and customers. Effective marketing emails
convert prospects into customers, and turn one-time buyers into loyal,
raving fans.“
• „"is the systematic delivery of marketing-related information by email or
enewsletter.“
• also known as email advertising
• Newsletter marketing is a sub-category of email marketing
• Different types of Email marketing

1. Trigger emails
2. Transactional emails
3. After-sales emails
4. Email newsletters

Email marketing
• Objectives of email marketing
• Promotion and sale of products/services

• Improve customer loyalty
• Attract new customers
• Increase brand awareness
• Increase brand awareness and product recognition
• Support customer service
• Provide a range of pre- and post-sales services
• Reduce costs
• Measure success

Email marketing
Advantages Disadvantages
Cost-effective and timely Lack of physical haptics
Performance measurement Easy deletion
High open rates and high conversion rates - Low

wastage
Easy implementation
Direct communication channel
Connection with other online marketing channels
Targeted customer retention

Email marketing
• Procurement of mail addresses

• Acquisition during a website visit
• Acquisition via orders and surveys
• Acquisition via co-registration
• Acquisition in shops
• Acquisition via telephone contact
• Acquisition via social media
• Integration of address publishers and address service
providers (e.g. AdRom, AZ Direct, kajomi, promio.net, Riek,
Schober)

Email marketing
• Opt-In Process

Email marketing
• Spam identification
• Sender address
• URL
• Specific keywords
• Email server used
• Blacklists: Lists from the major online service providers of users who
have attracted attention for spamming.
• Blacklist providers such as spamhouse.org, surbl.org and uribl.com
• Local or real-time blacklists
• Local blacklists or real-time blacklists
• Caution: Whitelists (also called positive lists) e.g. Certified Senders
Alliance

Email marketing
• Selection criteria for newsletter software

• Email marketing software
• Personalisation of the salutation
• Mailchimp
• Personalisation of the subject line
• Sendinblue
• Personalisation of the content
• GetResponse
• Personalisation of the sender
• CleverReach
• Preview checker of the subject line
• Auto-responder
• Bounce management
• Format control through the CRM database
• SPAM checker
• Functional test mailings
• Content test mailings
• Multi-client capability
• Multi-language capability
• Monitoring Interface to merchandise
management, CRM and content management
system
• Total Cost of Ownership (TCO)

Email marketing
• Tips for creating a newsletter
• https://www.youtube.com/watch?v=gY_M2f2-bQU
Duration: 10 minutes

Email marketing
• Success factors of newsletter marketing

• Personalisation e.g. salutation, subject line, sender
• Customise email and e-newsletter content
• Include rich media content in emails and newsletters
• Frequency and timing of emails and newsletters
• Immediate confirmation of receipt and delivery of e-
newsletters
• Gathering feedback
• Newsletter design
• Invite interaction
• A/B testing

Email marketing
Group work
• Create 3 newsletters based on a bi-annual/annual

newsletter concept for your company/organization
using Excel!
• Use Mailchimp!

Email marketing
• Metrics for newsletter marketing

• Delivery Rate:…….
• E-Mail sent:……
• E-Mails opened:……
• E-Mails unsubscribed:……
• Opening rate:……
• Inbox placement rate:……
• Bounce rate:……
• Reading time:……
• Reply rate:……
• Social contact rate:……
• Social sharing rate:……
• Retention rate:……
• Mobile rate:……

Email marketing
• AI in Email marketing
https://www.youtube.com/watch?v=CXAedp8Mlwg
• https://www.youtube.com/watch?v=mi8m2OzZKLw
• https://www.youtube.com/watch?v=w2Ef-6O4hN8

Repetition

Social media marketing

Social media
Which social media information and

communication channels do you know?

Social media
Which social media information and

communication channels do you use and
for what reasons?

Social media
Which is your preferred social media

network?

Social media

Social media

Social media

Social media

Social media

Social media
• How many Austrians use social media?

• 7.2 million
• What is the proportion of female and male users of

social media?
• Female: 82.9%
• Male: 79%

Social media
• What percentage of 14-19 year olds use social

media in Austria?
• 94,5%
• What is the percentage of people between the ages

of 50 and 59 who use social media in Austria?
• 71,1%

Social media
• How many Austrians use Facebook?
• 5 million
• How many Austrians use Instagram?
• 3.96 million

Social media
• How many minutes online videos are watched every

day?
• 29 minutes
• What is the reach of Youtube?

• 71%

Social media
Most used social media networks in Austria

Social media
Top 10 most successful Austrian brands on Top 10 most popular brands on Facebook in
Instagram Austria

Social media
Top 10 brands according to the number of Top 10 sport brands in Austria by number of
YouTube views in Austria Facebook fans


• „ Social networks ..... as nodes representing social entities.“

Source: Barnes 1957
• „When a computer network connects people or organizations, it is

a social network. Just as a computer network is a set of machines
connected by a set of cables, a social network is a set of people
connected by a set of social relations, such as friendship, co-
working, or information exchange.“
Source: Garton et al. 1997

• Social Network Site: “as web-based services that allow individuals to
1. construct a public or semi-public profile within a bounded system,

2. articulate a list of other users with whom they share a connection, and
3. view and traverse their list of connections and those made by others within the
system. The nature and nomenclature of these connections may vary from site to
site.”
Source: Boyd/Ellison 2008, p. 211
• Types of online social networks

• Private social networks
• Business social networks
Source: Back et al. 2008, p. 67

• “….a process that empowers individuals to promote their websites, products, or

services through online social channels and to communicate with and tap into a
much larger community that may not have been available via traditional advertising
channels”.
Source: Weinberg 2009
Management-oriented planning process
Requirement
1. Analysis of situation
2. Definition of target group
3. Definition of goal and strategy
• Differentiation between Push marketing and Pull marketing

• PESO Model

• Objectives
• Improvement of communication with different stakeholders
• Improvement of corporate image
• Market research
• Analysis of competition
• Development of innovations
• Increasing corporate awareness
• Increasing brand and product awareness
• Increasing turnover
• Fundraising
• Improving the employer brand
• Improvement of organizational processes
• ………

• Affinity index
•Key figure in online marketing to determine the extent to which a marketing
channel or communication medium is suitable for reaching the target group
by means of the advertising campaign
• Share of the target group in all users of a particular advertising channel /
share of the target group in the total population
• Assumption
• Analyzing medium has a reach of 100% in the total population
• Above 100% an affinity above average
• Below 100% less than the overall population average
• Fields of application
• Planning of advertising campaigns
• Optimal control of the advertising channels used
• Precise targeting

• Airdate
• Date of publication of an advertising measure in the course of

a marketing campaign for a product/service, e.g. Superbowl
• Consideration of the overall product strategy

• Ambient advertising
• Placement of advertising in unusual locations or on unusual objects that

are not normally used for marketing purposes and where advertising is not
normally expected
• Sustained customer influence to increase effectiveness of advertising and
brand recognition
• Prerequisite: creativity, novelty, timing
WOW effect

• Tools for trial
• https://www.hootsuite.com/de/social-media-tools
• Content Creator Tools
• https://nealschaffer.com/content-curation-tools/
• Reading and testing time: 20 minutes

Repetition

Facebook marketing
Facebook marketing

Facebook marketing
• Fact and figures

• ……
• ……
• ……
• ……
• ……

Facebook marketing
• Definition of Facebook marketing

• “Facebook marketing refers to creating - and actively using - a
Facebook page as a communications channel to maintain contact with
and attract customers.”
• Benefits of Facebook marketing

• Precise targeting
• Increased website traffic
• Variety of ad formats
• Customer support
• Positive impact on SEO

Facebook marketing

Facebook marketing
Facebook marketing
• Regular post • Ad formats

• Videos/Video ads
• Picture/Picture ads
• Collection
• Carousel
• Slideshow
• Canvas
• Lead Ad
• Offers
• Events
• Dynamic Product Ads
• The more entertaining an
advertising format, the higher the
willingness to buy!
Facebook marketing
Video ads Photos ads Slideshow ads
Canvas ads
Carousel ads Dynamic product ads

Facebook marketing
• Facebook Pixel
• The Facebook Pixel is an analytics tool that support to measure how effective the
Facebook ad campaigns are by monitoring the actions people take on the
website.
• The Facebook Pixel is a piece of code that tracks events on:
• Page views
• Add to cart
• Purchase
• Scroll depth
• Time on page
• etc.
• Meta business manager

https://www.youtube.com/watch?v=IYxUsAl4WS4
https://www.youtube.com/watch?v=EkFkWTiN80g
Facebook marketing
• Facebook Insights
https://www.youtube.com/watch?v=wSsrqosMT28

Facebook marketing
• Reading time
https://sendpulse.com/blog/facebook-chatbot-examples/
• Time: 15 minutes

Facebook marketing
Group work
•
Look at 8 Facebook pages from different companies /
organizations and compare them with each other!
• Comparison criteria
• Number of posts
• Time and day of the week of the post
• Content of the post
• Number of fans / followers
• Number of interactions
• Ad formats (Use: ad libraries meta)
• Engagement rate
• Applause rate

Repetition

TikTok marketing

TikTok – Let´s Dance!
Mission: “To capture and present the

world’s creativity, knowledge, and
precious life moments, directly from the
mobile phone”

TikTok marketing
• Facts and figures

• Leading platform for mobile short videos and a creative platform for entertainment,
education and fun
• Monthly active users: 689 million
• Popular with younger millennials and Generation Z
• TikTok is part of the Chinese internet technology company ByteDance; TikTok used to
be called "musical.ly". a lip-syncing platform for children
• TikTok uses active AI
• TikTok is the first social network from China to be internationally successful!!!
• Reasons for use
• 60% use TikTok to find funny or entertaining videos
• 45% use TikTok to fill their free time
• 28% use TikTok for new ideas and inspiration
• 28% of respondents want to self-express or express themselves
• 24% to do, learn or discover new things
• 22% stay in touch with friends
• 11% to become famous through TikTok
• Direct messaging is not a priority

TikTok marketing
• Facts and figures

• Most downloaded app after WhatsApp (Q1 2020): two billion downloads worldwide
• India TikTok was the third most downloaded app in 2018, 200 million Indian users
(June 2020), government block June 2020
• Tiktok (660 million) has overtaken Instagram (440 million) based on downloads
• Users: 18% of global internet users aged 16-64, outside China
• Gender distribution: 53% female; 47% male
• Age distribution: over 69% are 16-29 year olds, only 15% are over 35 years old
• Proportion of European TikTok users
• Great Britain: 17 million
• France: 11 million
• Germany: 10.7 million (76% of German TikTok users are 18 or older, open 8 times a day, 50
minutes average time spent)
• Austria: 1.2 million (62% between 11-17 years old)
• USA: 62% of TikTok users are between 10 and 29 years old

TikTok marketing
• Company history of TikTok

• Founded: in September 2016 by ByteDance
• Musical.ly
• Founded: in 2014 in Shanghai, China, by Alex Zhu and Luyu Yang.
• Objective. To develop an educational social networking app - entertainment app.
• The purpose of this app was to allow children to learn from home and also to allow people who
do not have a degree but have the ability to teach to teach children on this platform
• Development time: 6 months
• Headquarters: Los Angeles, targeting the American market
• Douyin - ByteDance
• Founded: March 2012 by Yiming Zhang
• First product: Toutiao (newsaggretor)
• September 2016: Douyin in China (similar to Musical.ly)
• 2017: Development of TikTok (Douyin clone) for the international market
• November 2017: Acquisition of Musical.ly for purchase price (800 million - 1
billion)

TikTok marketing
• Structure and functionalities

• Use: no own account necessary, videos and content can also be viewed
without registration
• Requirements of the app:
1. Registration required
2. Selection of interests Tutorial on how to use TikTok
• TikTok algorithm
• Origin: Toutiao
• AI-based algorithm
• Content and interests that appeal to users
• Through the algorithm, every video has the potential to go viral, regardless of the follower
count of the users.
• TikTok Coins are a type of digital currency from TikTok that are bought with
real money. TikTok Coins" can be used to buy emojis and diamonds,
which can be given to users in recognition of their work.

TikTok marketing

TikTok marketing

• "For you" feed
• The "For You" feed is a central part of TikTok usage
• The "For You" feed is unique to each person and tailored to that person.
• Influencing factors of the videos played
• User interaction
• The videos a user likes or shares
• Accounts that a user follows
• Comments that are posted
• Content that is created
• Video information
• Details such as subtitles, sounds and hashtags
• Device and account settings
• Language preference
• Country
• Device type
TikTok marketing
Group work
•
Look at 8 Tiktok accounts from different companies /
organizations and compare them with each other!
• Comparison criteria
• Number of videos
• Time and day of the week of the video
• Content of the video
• Number of fans / followers
• Number of interactions
• Applause rate
• Influencer ???
• etc

TikTok marketing
• TikTok Admanager
• TikTok For Business since January 2019
• TikTok started showing classified ads to users
• Self-booking tool since June 2020
• "Make TikToks, not Ads.“
• Billing is on a CPC or CPM basis
• Advertisements: Video length with max. 60 seconds
• Recommendation TikTok: nine to fifteen seconds
https://www.youtube.com/watch?v=3RJ_oRZOZ1M

TikTok marketing
• Ad formats

Tiktok marketing
• Branded Takeover (now Top View Lite)

• Full-screen ad in the "For You" feed after opening the app
• 3- to 5-second videos or 3-second images to direct users to a hashtag
challenge or landing page (depending on the brand's campaign
objective)
• Interested users can click on the ad, which will redirect them to the
linked website.
• TikTok ensures that a user does not see more than one Brand
Takeover ad per day
• Costs: 20,000 and 200,000 US dollars
• 24 hours active
• No sound
• Limited ad space or number of clicks

TikTok marketing
• Top View
• Full-screen video display, up to 60 seconds long when opened from
TikTok
• Includes sound and automatic playback
• Can include a call-to-action button
• Possible applications: Reach
• In-Feed Ads (Native Ads)

• No TikTok account required
• Appears when scrolling in the 'For You' feed
• Full screen
• Maximum ad length: 60 seconds
• Can include a call-to-action button
• Possible uses: Increase sales, drive website traffic
TikTok marketing
• Branded hashtag challenge

• Encouraging user-generated content - copycat content, usually supported by
influencers
• Branded Hashtag Challenges are sponsored hashtag challenges that are
displayed on TikTok's Discover page
• The user clicks on the branded hashtag challenge ad and is taken to a
branded challenge page that includes a description of the challenge or
challenge rules, the brand logo and a link to the company's website
• Users create their own TikTok content based on the branded hashtag
challenge and use the hashtag
• Possible uses: Generate reach, views and interactions (organic)
• Limited duration, during which time visibility is very high
• High user participation, average engagement rate 8.5%.
• Popular: Dance challenges
• Case study: #MachdichzumOtto by Otto

Tiktok marketing

TikTok marketing
• Branded Effects
• Encourage user-generated content
• Company creation of shareable stickers, filters and special effects
• Combine with in-feed ads
• Possible uses: Increase engagement
• Case study: American franchise Pizza Hut, which animated the
distinctive red hat in its logo and put users on it based on Tiktok
Lenses
• Collaboration with influencer
• TikTok community

TikTok marketing
• Opportunities for companies

• First mover advantage
• Reach new and larger audiences
• High reach and growth
• Brand building and development
• Product promotion
• "Look behind the scenes
• Globalisation
• Employer branding & recruitment
• Dortmund Hospital

TikTok marketing
• Risks
• Real-time communication
• Trend-driven network
• Time-consuming video development and design
• Attention: Target audience!
• Political prohibitions! Data sharing - youth and privacy
• Blackout challenge
• Cyberbullying
• Copyright issues
• Selection of influencers
• Price of the adverts is fixed Minimum price per campaign 500 euros

TikTok marketing
• Requirement: Pro account

• Analysis period: 7-28 days

TikTok marketing
Group work
• Find four case studies on the internet/app of

companies/organizations using TikTok for the different
marketing purposes!
• Prepare a ppt presentation!

Repetition

WhatsApp marketing

Conversational marketing
1. Desire for an immersive customer experience

2. Social Cocooning
• Conversational marketing
• “…… as marketing anchored on direct and personal communication
between customers and ventures through a personalized service
experience across different platforms, which allows the customers to
feel like an integral part of the organizational process.”
Moguluwa et al. 2022, p. 4453
• Avoidance of mass communication

• Focus on dialogue-based interaction
• Communication at eye level
• Increasing awareness and a more personal relationship
Messenger marketing

Conversational marketing
• Mobile Instant Messaging (MIM)

• “computer-based activity of exchanging messages with a group or
person via an online platform“
Baron 2004, p. 398
• Instant Messaging is a subset of Social Media

• MIM is a subset of instant messaging
• Internet connection required
• Characteristics
• Synchronous communication channel
• Real-time communication channel
• Received messages are indicated by a pop-up mechanism through a sound,
vibration or appearance on the device screen
• Mobile instant messaging allows communication with more than two parties at
a time
WhatsApp marketing
• Facts and figures about WhatsApp --- It´s your turn!

• ………
• ………
• ........
• ………

WhatsApp marketing
Pull Customer Customer Customer After sales Recommen-

communication Delivery Feedback
consulting order service service dation
• Answering
• Redirection • Push customer • Support • Enquiries • Passing by
• Personal to the notification queries after the about experience
• Conversational
consultation via webshop purchase for customer
marketing
chatbot customer experience
• Clarification of
problems retention
during the
purchase/deliv
ery process
Customer Journey

WhatsApp marketing

WhatsApp marketing
Advantages Disadvantages
• High reach - many audiences can be reached • Data privacy regulations
• Low wastage • Technical barriers

• Installation of a security application
• Usage of separate device which only
consists of users who have consented
the usage
• Usage of software as a service platform
• USA is not considered as data-privacy
country from EU point of view
• Direct, real-time customer contact • Formal barriers

• Rich media capabilities
• Answer standard questions with chatbots
• High interaction rate - high open rate
• Increase customer loyalty
• Double opt-in process

WhatsApp marketing
WhatsApp offers a great variety of different features and functions
https://www.youtube.com/watch?v=hCnRyLzYpy4 https://www.youtube.com/watch?v=7a1AXiAmSB0
Duration: 3.51 minuntes Duration: 8.50 minutes

WhatsApp marketing
WhatsApp WhatsApp Business WhatsApp Business Platform API

For individual users and personal Advanced solution for enterprise-sized
General business communication for SMBs
conversations companies and call center
iOS and Android Apps iOS and Android Apps No real interface
Account created using a mobile phone Account created by applying for a WhatsApp
Account created using a mobile phone number
number partner such as Twilio
End-to-end encryption End-to-end encryption End-to-end encryption, customer opt-in required
Business profile (website, location, business

Basic personal profile Advanced chatbots
hours), creation of QR codes
Voice and video calls Voice and video calls API broadcasts are not limited
Quick replies, away messages, and automatic Access to all automation features via the API or
No automatic messages
greetings 3rd party vendors
Detailed message and response rate
No message analytics Detailed analytics
statistics
1.000 free conversations per month, pricing
Unlimited messages Unlimited messages
differences based on region or country
Free Free Some services require payments

WhatsApp marketing
WhatsApp Business
WhatsApp WhatsApp Business
Platform API
Can connect to WhatsApp
User-friendly User-friendly Business Solution or into CRM via
integration
Easy installation through app
Easy installation through app
stores. Can be installed in Can automate API messages
store
parallel to WhatsApp App
Free messaging & Basic Can support unlimited number of
Free messaging
automatic users and devices
Account can be used by one Account can be used by one

Best utilised using APIs
user on one device only user on one device only
Message forwarding can only be Limited automation & customer

Account creation requires approval
done five times consent to be contacted
Chats displayed as chats with a Messages must be replied to within

No message automation
business 24 hours

WhatsApp marketing
Group work
• Search for five different case studies of businesses/NPOs already

using WhatsApp as a marketing and sales channel or recruitment
process!
• Create a PowerPoint presentation of 8-10 slides that briefly
demonstrates how they use WhatsApp!

WhatsApp marketing
• WhatsApp Analytics
https://www.youtube.com/watch?v=d1H_uVOoCXU

WhatsApp marketing
• Recommendation video
https://www.youtube.com/watch?v=yxm2C9OpxD8

Repetition

Influencer marketing

Share of influencer campaigns using selected social media platforms worldwide in 2021
100% 94%
90%
80%
70%
Share of campaigns
60%
50%
43%
40%
30%
20%
13%
10%
10%
0%
Instagram Facebook TikTok YouTube

Ranking of the most popular Instagram accounts by number of followers worldwide in April 2023
(in millions)
0 100 200 300 400 500 600 700
instagram 632
cristiano 575
leomessi 455
selenagomez 411
kyliejenner 387
therock 374
arianagrande 366
kimkardashian 353
beyonce 305
khloekardashian 303
nike 286
justinbieber 285
kendalljenner 284
natgeo 272
taylorswift 254

Ranking of the top ten German influencers on Instagram by number of followers in January 2020
(in millions)
0 5 10 15 20 25
toni.kr8sl 22,7
m10_official 21,6
lisaandlena 15,2
manuelneuer 10,1
bastianschweinsteiger 9,7
gotzemario 8,6
marcinho11 7,9
bibisbeautypalace 7,2
esmuellert 7,2
heidiklum 7

Effectiveness of influencer marketing according to internet users worldwide as of August 2021,

by industry
0% 10% 20% 30% 40% 50% 60%
Beauty or personal care products 53%
Clothes/accessories 45%
Food 25%
Cars 21%
Electronics 21%
Travel products/services 18%
Household products 18%
Alcoholic drinks 16%
Media/telecoms services 15%
Gambling 9%
Financial services 8%

Top metrics delivered by influencers according to marketers worldwide 2022
0% 5% 10% 15% 20% 25% 30% 35%
Increased engagement 32%
Social media traffic increase 19%
Brand metrics lift 11%
Conversions 10%
Increased web traffic 9%
Increased positive sentiment 6%
Sales lift 5%
More efficient ad spend 3%
Lower content production cost 3%
Others 2%

Top ways in which influencers can become more valuable to brands worldwide 2022
0% 10% 20% 30% 40% 50% 60% 70%
By building more interest and purchase intent 59%
By creating more suitable content for our brand 51%
By building a long-term, collaborative relationship with our brand 50%
By introducing new audiences to a brand 49%
By understanding the brand's requirement better 43%
By allowing more flexibility for content usage rights 30%
By being more professional in their interactions 25%
By gaining more followers 17%
By selling more product directly 13%
By giving brands more creative control 9%
Other 2%

Number of influencers brands worked with Number of companies offering influencer

marketing services worldwide from 2019 to 2021,
worldwide as of March 2022 by region
100-1000 1000+ 3%
5%
50-100 14%
0-10 54%
10-50 24%

• Definition influencer marketing

• Influencer marketing describes all ways of involving well-known
Internet personalities in order to promote one's own brand or products
• Different types of product placement
• Referral marketing with affiliate background
• Usage of influencers as testimonials or experts
Search
Young
Ad blocker engines
target
group
Impact Influencer
Credibility
marketing
Targeting Multipliers
Storytelling


• Risks of influencer marketing

Brand fit
Personality
fit
Influencer Ethical
marketing concerns
Fake
influencer
Misunder-
standings

• Examples

Influencer
Influencer advertising Influencer relations
marketing
• Short and medium • Long-term
• Short-term
Strategy term • Influencer as
• Tactical focus
• Strategic focus partner
• Establishment of a
• Reach
• Short-term community
Ojectives • Attention
• Reach- Attention • Relationship
• Sales
management
Impact Promotion Authentic Symbiotic

• Types of influencer

• The current
LeFloid

• The lifestyler
Sophia Thiel

• The entertainer
Aaron Crascall

• The activist
Greta Thunberg

• The expert
Neil Patel

• The artist
Manuel Bechter

Micro influencer
Reach Costs Content Search effort Relevance
1,000-25,000 Low, sometimes Low production High search Very trustworthy

followers for a product effort effort due to
gift large number
of influencers
Software
supported-
search
strongly
recommended

Mid-level influencer & Macro influencer
25,000 – Low, sometimes Good user High to Digital

100,000 for a product generated medium- personality,
fans/follower gift content Software- enjoys trust
in a supported with his/her
search followers and
semi-
recommended often has a
professional
high
quality engagement
rate

Top-tier influencer / Mega influencer
100,000+ High-priced Good user- Low - often also Digital

Fans/Follower generated represented personality,
content from a by agencies, enjoys trust
semi- software- with his/her
professional supported followers and
to search helpful often has
professional often a high
quality engagement
rate

Celebrity influencer
500,000+ Very high- Good user- Low - often Real celebrity

fans/follower priced generated also with all
content in a represented advantages
professional by agencies and
quality disadvantage
s with
regards to
advertising
communicati
on

• Fake influencer
• Many followers, but little interaction

• Many likes, but few comments
• Meaningless comments
• Growth of the account


1 3
Angelababy
Magazine Luiza

Lil Miquela

Noonoouri

• Top 10 virtual influencer 2023
1. Lil Miquela – @lilmiquela

2. Imma – @imma.gram
3. E.M.O.I – @e.m.oi
4. Ion Gottlich – @iongottlich
5. Shudu – @shudu.gram
6. Thalasya – @thalasya_
7. B – @bee_nfluencer
8. Body by Ralph – @bodybyralph
9. Bermuda – @bermudaisbae
10. Qai Qai – @realqaiqai



• „ Virtual influencers, or CGI influencers, are fictional (virtual)

computer-generated "people" that have the realistic
characteristics, traits and personalities of a human being.“
• Darner & Arvidsson, 2019, p. 11
• Synonymous terms Personality

Robot influencer
Bio digital influencer
AI influencer
Voice

1. Virtual model
• Shudu Shram
2. Brand independent virtual influencer

• Lil Miquela
3. Virtual brand influencer

• Colonel Sanders
4. Corporate influencer
• Avatar Kenna

Sylvia

• 5.000 - 100.000 US-Dollar

35%
30% 28,7% 28,4%
25%
Share of respondents
20,5%
20%
14,6%
15%
10%
4,6%
5%
2%
1,2%
0%
YouTube Instagram TikTok Facebook Twitter Spotify Other
Note(s): United States; March 1 to 29, 2022; 18 years and older; 1,044 respondents
Further information regarding this statistic can be found on page 8.
Source(s): The Influencer Marketing Factory; ID 1303988


• Design freedom and availability

• Ideal value and image transfer
• Increased emotional attachment to the brand
• 24-hour availability
• Location-independence
• Scalability
• High reliability
• Versatile application possibilities
• Use within the metaverse
• Better cost estimation and cost reduction

• Reducing human risks
• Longevity
• No loss of quality
• Better control of influencers' behavior
• Increased credibility
• Easier to identify
• Cross-media format usage & communication

https://www.youtube.com/watch?v=u67m16AQ0n0

• Feelings of discomfort - "uncanny valley"

• "inability to convey human stories"
• Unrealistic ideals of beauty
• Lack of transparency and authenticity
• Lack of regulations and ethical requirements
• Full disclosure of the identity of the virtual influencer through labelling of
the owner
• Data protection of followers' data transmitted to virtual influencers
• Vulnerability to sabotage
• High development costs

Group work
• Find 3 influencers for each of the different categories

(from different countries) and briefly introduce them with
a presentation!

Repetition

• Brand awareness & image
https://www.google.com/search?q=harry+g+jack+
wolfskin&client=firefox-b-
d&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjj
n8-c_7L-
AhVMh_0HHWs_D6sQ_AUoA3oECAEQBQ&biw=
1920&bih=1047#imgrc=FQxaMBMNA8Be8M

• Brand loyality
Judith Williams & dm

• Lead generation
#tooLatergram
• Product launch
Unboxing

• Product testing & support
iDomiX
• Product placement
• Generic placement
• Location placement
• Corporate placement
• Innovation placement
• Celebrity placement
• Title patronat
#PorscheMoment

• Relevance in search engines (SEO)

• Development of an influencer marketing

campaign
1. Focus on target group and brand

2. Development of a persona
3. Selection of influencers
4. Establish initial contact & organize cooperation
5. Briefing the influencer
6. Budgeting and calculation of campaigns

• Decision-making processes
Eligibility test
Channel Influencer
and make-or-
selection selection
buy-decision
“Do not make the mistake of having a broad audience at the

beginning. You have to start small and be very specific to develop
your early user base.”
Franco Varriano

• Decision-making processes
Yes
Influencer campaign
Yes Experience in digital
marketing?
Primarily young No
target group? Influencer campaign
with an agency
Yes
No
Target group digitally No Influencer campaign

reachable? not suitable


• Selection of influencer
• Search for hashtags or terms that match the company/product

• Analysis of followers
• Target audience of the account
• Analysis tools
• Agencies

Brand fit • Is it likely that the influencer would use the brand if they simply came
across it?
• Does the influencer's content match the brand?
Background / • Is the influencer free of directly competing products?

• Have previous product placements been transparently disclosed?
History • Is the influencer scandal-free?
• Does the influencer fit the campaign theme?

Campaign • Is the influencer likely to be associated with keywords that are relevant to
the campaign?
relevance • Does the influencer's audience match your target audience?
• Are the influencer's KPIs consistent enough to be predictable?

Key performance • Do the predictable KPIs match your own expectations of the
collaboration (engagement, like/dislike ratio,...)?
indicator • Can you clearly see that the influencer is not a fake?

• Contact initiation
Influencer contact
Direct approach
the company
Influencer
Influencer agencies
& intermediaries and
databases Artist agencies

• Addressing influencers
1. Introduce yourself to the Influencer!

2. Individual address of the influencer
• What was the reason for the influencer's choice?
3. Briefly describe the idea of cooperation
4. Presenting added value for influencers
5. Friendly ask for interest
6. No prices in the first request!

• Cooperation possiblities
Concept Production
Influencer
Community
Distribution
management

• Creative freedom
Authenticity
Brand position Challenge and freedom of
the influencer

• Briefing checkliste
•When should the content be submitted for approval?

Date •When should the content be published (date and exact time)?
• What is the aim of the campaign/collaboration?
Type of • What type of content should be produced (vlog, tutorial,...)?

• How and to what extent should the product be involved?
• On which channel should it be published?
cooperation • Is it a promotional video or a product placement?
• What else is relevant to the collaboration?
• What information should be included in the video?

• What should be emphazised?
• What should be conveyed?
Key messages & • What should be shown?

• What should not be said or even avoided (e.g. competition)?
• What (tracking) links should be stored where?
Linkings • Are there any coupon codes to be used?
• Which social media accounts should be added?
• Which video/channel should be placed in the endcard?
• Should infocards be shown in the video?

• Remuneration models
Cooperation
without
renumeration
Affiliate
renumeration Influencer Flatrate
or CPM
Daily rate

• Remuneration

• Cost calculation
• The cost of the influencer's engagement will be calculated as before on

Influencer costs the basis of the CPM
• Agency costs for research, conception of the campaign, communication

Agency costs with the influencer or adoption processes
Advertising & • Cost of additional Google ads placements or sponsored post exposure
• Potential costs of preparing for preparing an evaluation
evaluation costs

• Production costs
• Influencer
• Social media manager
Idea and planning • Location scout
• Preparation of the photo/film shooting in house or by the
production company
• Camera crew + assistant

• Sound assistant + lighting technician
• Equipment costs
Production • Make-up artist
• Director • Travel costs
• Production Manager + Assistant
• Catering costs
• Miscellaneous
• Editors
Post production • Visual effects artist
• 2D/3D Artist
• Influencer
Release • Social media manager

Repetition

• Performance measurement - Engagement rate

• Performance measurement - likes-dislikes ratio
https://vidiq.com/

• Performance measurement – Analysis of the

comments

• Cooperation objectives
• Conversion • Image enhancement

• Increase sales and turnover • Increase awareness or customer
• Increase market share satisfaction
• Increase company profits by improving • Stronger and longer-term customer
profitability loyalty to a brand
• Increase the level of distribution • Image enhancement such as trust
• Other possible objectives or innovation
• Increase visits to a landing • Brand loyalty
page • Increase in purchase intensity
• Subscriptions to a newsletter • Achieving a certain level of
• App downloads competence
• New users of a web service

Group work
• Find five case studies of successful and unsuccessful influencer

campaigns!
• Create a presentation for them!

• Support tools • Reachbird

• Buzzbird
• Collabary
• Exomatch
• Incircles
• Visumate
• Influma
Performance • Hashtaglove
Search Processing
measurement • ReachHero
• HitchOn
• Kred
• Iconosquare
• Fanpagekarma
https://influencermarketinghub.com/influencer-marketing-platforms/


• Legal aspects
1. Legally secure contract drafting

2. Labelling of advertising
3. Legally compliant implementation
4. Type of labelling
5. Legal disclosure

1. Contract agreements
Duties of the
influencer
Exclusivity Liability

1. Contract agreements – duties of the influencer

• Type and amount of the influencer's remuneration
• Provision of the products to be promoted and, if applicable, the obligation
of the influencer to return them after the creation of the post
• Type and manner of product to be promoted in the influencer's post
• Number of sponsored posts
• Duration of the publication of the post
• Specific identification of the social networks on which the Influencer will
publish his/her post will be published
• Agreement on the type and manner of labelling, in particular where it
should be placed in the post
• Granting of rights to use the images for further promotional purposes on
your purposes on your social network or on your company website
• Commitment to properly label the post as an advertisement

1. Contract agreements – liability & exclusivity
1. Liability claims will arise if the Influencer breaches any of the following
the following requirements:
1. Violation of the legal obligation to label as advertising
2. Violation of the terms of use of the social networks used for the used for the
publication
3. Violation of the rights of third parties who may be affected by the influencer’s
of the influencer's contribution
2. Exclusivity = commitment to a brand in the relevant industry

2. Separation requirement
Commercial publications (for competitive purposes) in the press, television and

radio must be clearly identifiable as advertising:
• Clear separation of advertising content from editorial content through

appropriate labelling
• Prohibit editorial references to products other than for informational
purposes
• Prohibition of editorial or scientific disguising of product recommendations

3. Obligation to label product advertising

4. Legal disclosure ( Impressumspflicht)
• Imprint content
• Name
• Postal address
• Email address
• Telephone number
• Value added tax identification number
• Influencers operating journalistic-editorial channels are obliged to appoint a

responsible person with the following details
• name
• physical address

Repetition

Esport

Esport
270
Esport
“I believe esports will rival the biggest traditional sports leagues

in terms of future opportunities. Between advertising, ticket
sales, licensing, sponsorships and merchandising, there are
tremendous growth areas for this nascent industry.”
Steve Bornstein
Chairman Activision Blizzard eSport Division & former CEO ESPN & NFL
Network
271
Esport

Esport

Esport

Esport

Esport
https://www.youtube.com/watch?v=qjTdZdgDH_A
276
Esport
„Competitive gaming at a professional

level and in an organized format (a
tournament or a league) with a specific
goal (i.e. winning a championship title
or prize money) and a clear distinction
between players and teams that are
competing against each other.“

Esport
Competitive
sport eSport pros
Semi professional
eSport
Spectators
500.000
Organized amateur eSport
Mass sport Player base (amateur eSport)
278
Esport
Start with highscore Beginning of the Start of the First use of the term
tables at Pacman & eSport era with the development of eSports by OGA
Pong game Doom eSport in Asia,
especially South
Korea
1981 1997 1998
1980s 1993 1998 1999
Creation of a global
highscore table for „the Frag“: First Continuous
the game eSport event in Distribution in
TwinGalaxy Europe Europe through the
MMORPG Lineage

Esport
League of Legends Twitch goes live Legends release
1993 2011 2017
2009 2011 2019
First FIFA is released Youtube Live goes online Fortnite

online
Continuous development  through technical innovation is NOW the right time to invest in Esport

Esport
• Facts and figures about eGamer in Austria
• Interested in football, traditional TV, trying new games
• Spends around €75 per month on gaming products/services
• Spends about 20.6 hours per week online
• Spends about 8.2 hours per week playing games
• Spends 4.1 hours per week watching TV
• Needs: good entertainment & fun, active community,

community interaction, challenge, authentic/reliable products
Age: 30 years
Job: Full-time employee • Goals: Performance improvement, idol/influencer orientation,
Education: Matura
making friends

Esport
• Most popular games in Austria • Biggest teams in Austria

• FIFA (47.9%) • Austrian Force (200 participants)
• Fortnite (16.6%) • WARKIDZ (50 participants)
• Call of Duty (14.5%) • Plan-B (45 participants)
• Counter Strike (12.5%)
• Mario Kart (10.4%)
 Active companies in eSports in Austria

Esport
• Games Types
1. Multiplayer Online Battle Arena games (MOBA)
• League of Legends & Dota 2
2. Real Time Strategy games (RTS)

• Starcraft 2, Age of Empires II
3. Massively Multiplayer Online Role Playing Games (MMORPG)

• Fortnite, World of Warcraft, Apex Legends
4. Collectible Card Games (CCG)

• Heartstone, Magic
5. First-Person-Shooter games (FPS)

• Counter Strike, Call of Duty
6. Fight Games (FIGHT)

• Tekken, Street Fighters
7. Sport games
• Fifa, NBA2k series

Esport
• Types of In-Game Advertising
• Static In-Game Advertising (SIGA)

• Fixed advertising content from the release of the game
• Dynamic In-Game Advertising (DIGA)

• In-Game Advertising Content Adaptation
• Advergames
• Game is programmed with the intention of advertising a
product/service or company

Esport
• Twitch
• Most important social streaming channel
• 520,000 Austrians are registered (every 20th Austrian)
• 79% of them are male
• Age group: 14-29 (83%)
• 959.3 million hours of eSport streamed in 2017
• 100 million daily unique users
• ………….
• ………………
285
Esport
• Marketing goals • Marketing activities
• Reach (new) target groups • Offline activities

• Banner advertising / Billboard
• Build community
• Sponsoring opportunities
• Interacting with the community as the first • Product placement
• Trade shows
point of contact • Merchandising
• Boot camps
• Increase awareness in the gaming scene
• Experimental marketing
• Brand transfer
• Launch of new products • Online activities

• Influencer marketing
• Innovative positioning
• Social streaming
• In Game Advertising
• Online marketing

Repetition

Digital Analytics
Digital analytics

Digital analytics
Digital analytics

Digital Analytics & Big Data

How BIG DATA is implemented in our

professional and everyday life?




R-pur




http://urbanwearables.technology/the-lifebeam-smart-hat-for-ios-and-android/
• Soccer
• Match Insights

• Basketball
• https://www.youtube.com/watch?v=oUvvfHkXyOA

• Predictive Policing
• Development of location information system
• Automated „Crime Mapping“
• Burglar search using software Precobs (Pre Crime Observation System)
• www.predpol.com
• Areas of application: Bavaria, North Rhine-Westphalia, Lower Saxony,
Berlin, Zurich, Vienna

https://www.youtube.com/watch?v=G3xQWTA5CO4
What is Big Data?

or in scientific terms
How is Big Data defined?
What is new about Big Data?

„Big data includes information such as transactions, social media,

enterprise content, sensors and mobile devices.“
“Big data refers to methods and technologies for the highly scaled
collection, storage and analysis of poly-structured data."

Digital analytics
Types of Digital analytics & Big data
Web analytics Social media analytics Mobile & Apps analytics
Different data collection, data storage and data analysis methods

Web analytics
https://www.youtube.com/watch?v=cbtf1oyNg-8

Web analytics
Author Definition
Web Analytics “Web Analytics is the measurement, collection, analysis and reporting of Internet data for the
Association (2008) purposes of understanding and optimizing Web usage.”
“Web Analytics is the analysis of qualitative and quantitative data from your website and the
competition, to drive a continual improvement of the online experience that your customers
Kaushik (2009)
and potential customers have, which translates into your desired outcomes (online and
offline).”
“The extensive use of quantitative and qualitative data (primarily, but not limited to online data),
statistical analysis, explanatory (multivariate testing) and predictive models (e.g. behavioral
Hamel (2009)
targeting), business process analysis and fact-based management to drive continuous
improvement of online activities; resulting in higher ROI.”
“….the measurement, collection, analysis and reporting of Internet data for the purposes of
Chaffey (2012)
understanding and optimizing Web usage".
„True digital analytics is the analysis of digital data gathered from an online presence based
Farney (2018)
on an organization’s goal or need.“

Web analytics
• Objectives and fields of applications of Web analytics

• Analysis of website usability
• Analysis of website visitor and customer behavior
• Analysis of customers needs
• Analysis of customer satisfaction
• Analysis of customer retention and customer loyalty
• Analysis and determination of click frauds
• Optimization of eCRM and eMarketing (process optimization)
• Analysis of online marketing activities
• Display marketing
• Search engine marketing
• eMail marketing
• Affiliate marketing
• Analysis of eHR

Web analytics
• REAN Model
• Analysis of complex marketing activities
• Reach: Marketing activities required to increase

awareness of the brand, product or service
• Engage: The incremental, often multi-channel,

set of activities required to engage prospects
• Activate: The actions that prospects should and

do take
• Nurture: The activities needed to maintain

relationships, such as the use of CRM, email
newsletters, offers to return to the website

Web analytics
• Strong
development
• Competitive
industry

Web analytics
Google Universal – GA 4

Web analytics
• Google Analytics 4 for beginners
https://www.youtube.com/watch?v=psfdKGFTmzs
• Duration: 1 hour 17 minutes

Web analytics
• Data sources for data collection
Web analysis in a broader sense
Additional data sources

Web analysis in a narrow sense • Customer database
• Weblog files
• Online surveys
• Internal data
•…….

Web analytics
Data collection
methods
Standard methods Newer methods
Logfiles
Flash tracking
Packetsniffing
Tracking with AJAX
Pixelbased tracking
Universal tag
JavaScript tags
Instrumented logfiles
Datenbase logs

Web analytics
• Logfile

Web analytics
W3C Extended Log Format – Variety of fields for examining visitors to website

Web analytics
• Page Tagging
• Most used client data collection technique
• Insert a JavaScript Code (Tag) in every
Webpage of the website (Google Analytics)
• Every time a visitor opens a Web page 
JavaScript is activated  visitor information
and actions are stored in a separate file
• Variety of data
• Clicks and position of the cursor
• Mouse moves and keystrokes to the window
size of the browsers and installed plug-ins
• Any data that can be collected by log files can
also be collected via Page Tagging

Web analytics
1. Customer types URL in a browser
2. Requests to the Web server(s)
3. Web server sends back the Web

page with a snippet of JavaScript
code
4. As the page loads it executes the

JavaScript code, which collects the
visitor data and visitor session and
sends it back to the data collection
Web (tracking) server

Web analytics
• Serverside tracking / User tracking / Serverside tagging

Web analytics
• Web Mining: „is the application of data mining

techniques to discover patterns from the Web”
Agrodata
Web Mining
Web Usage Web Content

Web Structure Mining
Mining Mining

Repetition

Web analytics
Do you know some web metrics?

Web analytics

Web analytics
Web metrics for measuring Web user activities

Web analytics
• Hierarchy of website usage
Page
User Visit Hit
Impression

Web analytics
• Hits
• “When user access a Web site, their computer sends a request to the site´s
server to begin downloading a page. Each element of a requested page
(including graphics, text, interactive items) is recorded by site´s web server
log file as a “hit”. If a web page containing two graphics is accessed by a
user, those hits will be recorded once for the web page itself and once for
each of the graphics. Webmasters use hits to measure their servers´
workload. Because page designs and visit patterns vary from web site to web
site, the number of hits bears no relationship to the number of pages
downloaded, and is therefore a poor guide for traffic measurement.”
(www.iab.net)
• “A single entry in a server log file, generated, when a user requests a
resource on a web site. Requests are often referred to as “hits”. A request
can result in an error or a successfully transmission of any data type. Hits are
not a useful comparison between web sites or parts of the same web site, as
each web page is made up of an arbitrary number of individual files.”
(www.netgen.com)
• HITS = “How Idiots Track Success”
• Usability????

Web analytics
• (Website) User (Visitor)

• Number of users which visit the website within a certain time period

• Intra- and inter-company comparison
• Benchmarking
• New and returning visitors
• Heavy User / Committed User
• Ratio of new visitors to returning visitors

• Number of new visitors / Number of returning visitors
• Ratio depends on the website goals and company goals

Web analytics
• Visit (Session, Visitor session)

• Number of website request within a certain time period
• Average Page Views per Visit = Total Page Views / Total Visits
• 2 Page Impressions are required = 2 Page Impressions = 1 Visit
• Intra- and inter-company comparison
• Benchmarking

Web analytics
• Unique Visitors (Unique Users, Unique Clients! Attention!)

• “…refer to a person who visits a website at least once within the reporting
period. Each visitor to the site is only counted once during the reporting
period, so if the same IP address accesses the site the site many times, it still
only counts as one visitor. Special measures are taken by analytical
programs to filter out visits that are not human, such as visits from spiders,
crawlers and other bots. “
• Reach analysis
• Customer/visitor behavior analysis
• Usability evaluation
• Evaluation of brand awareness
• Measuring the performance of online marketing activities
• Comparison within and between companies

Web analytics
• Page Impressions (Page Views, Page Requests, Visitor

Views)
• “is a request to load a single HTML file (Web page) of an Internet
site”
• “A measurement of the responses for a web server to page
request from the user browser, which is filtered to remove robotic
activity and error codes prior to reporting, and is recorded at a
point as close as possible to opportunity to see the page by the
user”.
• Usability analysis
• Comparison within and between companies

Web analytics
• National Semiconductor

Web analytics
• Total website reach

• Number of website visitors / Number of internet users

• Analysis of market structure
• Planning and evaluation of online marketing activities
• Media planning

Web analytics
• Average Visit Duration (Viewing Time, Visit Time,

View Time, Use Time)
• Total duration of all website visits / Number of website
visits

• Analysis of customer / website visitor search behaviour

Web analytics
• Visiting Depth
• Number of web pages viewed by a visitor during a single
browser session
• Analysis of usability and attractiveness of website

• Analysis of website visitor and customer behaviour

Web analytics
• Average Visiting Frequency (Loyalty)

• Number of website visits / Number of website visitors
• Analysis of website usability and attractiveness

• Attractiveness of offered products / services
• Determination of customer satisfaction and customer retention
• Classification of customer
• One-time visitors: Passerby
• Two/Three time visitors: Interested visitors
• At least four time visitors: Loyal visitors

Web analytics
• No Referrer
• Number of website visitors who have directly typed in or
bookmarked the website address

• Attractiveness of offered products / services
• Determining willingness to buy

Web analytics
• Referring Site
• Web page or website from a website visitor has come from
• Analysis of visitors origin

• Evaluation of cooperations / partnerships
Search Engines
46,39%
1%
21% Referring Sites
31,65%
46%
Direct Traffic
32% 20,87%
Other 1,09%

Web analytics
• Referring Url (Inbound link, Back link)

• Website / Web page that contains a link to a
website / Web page
• Determination of visitors origin

• Analysis of website visitor structure
• Performance measurement of online marketing
activities
• Evaluation of partnerships

Web analytics
• Internal Search Keyword

• Word(s) most frequently typed into the site's internal search
box by site visitors
• Keyword list!!! (monthly basis)

• Analysis of website visitor / customer needs
• Ratios
• Internal site search
• Number of internal searches / Total visits

Web analytics
• External Search Word

• Word(s) most frequently typed into a search engine by
website visitors

• Monitoring competitors
• Analysis of customer / visitor needs

Web analytics
• Top Request Page, Top Entry Page, Top Exit Page

• Most visited entry and exit website/page in a given time
period
• Analysis of website attractiveness and website usability

• Analysis of content quality
• Analysis of partnerships
• Analysis of search behavior
• Special offers
• Indicator for interesting / uninteresting content / services

Web analytics
• Stickiness
• Average Visiting Time / Number of Unique Visitors
• Usability (of web pages)
• Indicator for customer interest and willingness to buy
• Focus
• Number of Web pages per website visit / Total number
of Web pages of a website

• Analysis of customer loyality and customer satisfaction
• Analysis of content quality and product quality
• Differentation between narrow focus and wide focus
• Taken into account the Stickiness
Web analytics
• Clickstream Analysis
• Top order of pages visited in a given time period
• Analysis of website usability and content quality

• Evaluation of search engine optimization
• Analysis of information and search behavior of customer /
website visitors

Web analytics
• Freshness Factor
• Average renewal rate of a website or webpage (content
modification rate) / Average depth of visit of a website or
webpage
• Analysis of content quality

• Evaluation of ressource effectiveness

Web analytics
Duration
website Visits …… …. …… ……
Time
1

Repetition

Web metrics for measuring online marketing activities

Web analytics
• Ad Impressions (Ad Views, Ad Exposures)

• „A measurement of response from an ad delivery system to an ad request from
the user´s browser, which is filtered from robotic activity and is recorded at a
point as late as possible in the process of delivery of the creative material to
user´s browser - therefore closest to actual opportunity to see by the user. Two
methods are used to deliver content to the user - server-initiated and client-
initiated. Server-initated ad counting uses the web site´s web content server for
making requests, formatting and redirecting content. Client-initated ad counting
relies on the user´s browser to perform these activities.“
• Evaluation of online marketing actitivities

• Comparison of different online marketing activities
• Media planning

Web analytics
• Ad Clicks (Clicks, Advertise Clicks)

• Number of clicks on an ad (banner) in a given time period
• Tracked by ad server
• Comparison of online marketing activities
• Ad Click Rate (Click Through Rate, Response Rate)

• Number of clicks on an online ad / number of ad impressions
• Analysis of advertising performance
• (Online) media planning
• http://www.smartinsights.com/internet-advertising/internet-advertising-
analytics/display-advertising-clickthrough-rates/

Web analytics
• Ad Conversion Rate
• Number of completed shopping carts (sales) / Number of ad
impressions
• Analysis of advertising success

• (Online) Media planning

Web analytics

Web analytics
• Cost per Thousand (1,000 Ad Impressions)

• Advertising costs / 1,000 Page Impressions
• German: TKP (Tausender Kontaktpreis)
• Pricing model
• Depending on the target group and the web page of the website
• Effective Cost per Thousand

• „Effective Cost per Thousand" – Revenue per advertising activity
• Advertising revenue / 1,000 website views (Ad Impressions)
• Floorprice
• Minimum price, also lowest price limit
• The lowest price at which a marketer will display an ad in a particular ad position

Web analytics
• Ad visibility
• Effective visualisation of a booked online advertising medium on the
user's screen
• IAB metric for measuring the success of online advertising
• Ad view time
• Amount of time an online ad is visible in a user's viewing area
• Together with ad visibility, ad view time can be used to measure the
success of an online advertising campaign.
• Fill rate
• The ratio of the number of possible ad impressions to the number of
ads actually served

Web analytics
• One Click Rate (Single View

Rate, Single Page Rate,
Bounce Rate)
• Number of one clicks within a
certain time period / Number of
website visits in a certain time
period
• Performance measurement of
online marketing activities
• Indicator for content quality and
attractiveness of offered
services/products

Repetition

Web analytics
Time for a quiz!

INTERACTIONS, by
individuals, with a website
consisting of one or more page
views
A count of all SESSIONS
during a given time period

V
I
S
I
T A number of PEOPLE, who
S
come to a website
A count of all persistent […]
cookie IDs during a given
time period
Represents the TIME spent
on each PAGE T
Also: page view duration, page I
M
time viewed E
V
U N I Q U E V I S I T O R S O
S N
I
T P
S A
G
E

T
I
M
E
T
O I
N M
E
V S
S T N
I E
T P
S A
Represents the TIME spent during a G
E
session on the website
Also: session or visit duration
T
I
The PERCENTAGE M
E
of sessions on a website T
O I
with only ONE pageN M
view E
V S B
S T U N
I E N
T C P
S E A
G
R E
A
T
E
T
I
M
E X I T P A G E
T
O I
N
The LAST page
a M
on
E
V site
S accessed
B during a
S visit,
T signifying
U the END
N
I of
E a visit/session
N
T C P
S E A
G
R E
A
T
E
T
I A measure expressed in
M
E X I T P A G E PERCENTAGE, defined
T
C asOOUTCOMES divided I
O N M
N by unique visitors (or visits) E
V V S B
S R T U N
I S E N
T I C P
S O E A
N G
R E
R A
A T
T E
DIE UNTERNEHM ERISCHE HOCHSCHULE ®
M CI M ANAGEM ENT CENTER INNSBRUCK
E 6020 Innsbruck / Austria
Universitätsstraße 15 office@mci.edu
www.mci.edu
364
T
I
M
E X I T P A G E
T
C O I
O The BEGINNING of the
N M
N E
V V user
S experience
B resulting
U N I Q U E from
V I S aI defined
T O R S marketing
O
S R T U N
I S effort
E N
T I C P
S O E A
N G
R E
R A
A T
T E
www.mci.edu
365
T
L A N D I N G P A G E
The website that originally
M
generated the REQUEST

E X I T P A G E
T
for the current
C O page view or I
O N M
object N E
V V S B
S R T U N
I S E N
T I C P
S O E A
N G
R E
R A
A T
T E
www.mci.edu
366
Web Analytics
• Requirements
• Easy integration
• Independent from Webserver / Webshop software
• Real time tracking
• Easy to handle
• 24-hour availability
• Easy maintenance
• Updates without additional costs
• Compliance with data privacy policy / guidelines
• ……

Web analytics
• Future challenges of Web analytics

• Standardization of Web metrics
• Development of new Web metrics
• Development of Web analytics software solutions
• Data privacy
• Know-How (employer)
• Improvement of interdisciplinary cooperation within a
company

Repetition

Questions?
Thank you for your attention!


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DIGITAL MARKETING

PROF. DR. CLAUDIA BRAUER

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

Welcome to a digital adventure!

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• After attending the course you are able to explain

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Questions welcome at anytime!

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Multiple choice test

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Google Tag Manager

• Google Data Studio

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Duration: 17.10 minutes

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Important associations in digital marketing and digital

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Social media marketing

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• What do you know about online marketing?

• How would you evaluate your knowledge in online

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

„Facebook has relationships with 2.4 billion

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

2. What would you pay for Google search per month?

3. What would you pay for WhatsApp per month?

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Since when Google exists?

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

1. Backlink (Inbound link) 1. Landing page

2. Outbound link 2. Seed page

3. Deep link 3. Doorway page

4. Surface link 4. Trust rank

5. Link popularity 5. Focused crawling

6. Link strength 6. Below the fold / Above the fold

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• How does a search engine work?

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• 2011: Panda update

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• 2012: Penguin update

• 2013: Hummingbird update

• 2015: RankBrain update

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Important technical terms in search engine marketing

• SERP: Search Engine Result Page

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Important technical terms in search engine marketing

• Keyword distribution within the document and the website

• Keyword distance (proximity and anti-proximity)

• Keyword concentration in certain parts of the website

• Use of the keywords in SEO-relevant elements

• Use of related keywords

DIE UNTERNEHM ERISCHE HOCHSCHULE ® 6020 Innsbruck / Austria www.mci.edu

• Search engine marketing

2. Search engine optimization, SEO: Organic Listings