CCT356H5 Lecture Notes - Purchase Funnel, Crystal Ball, Online Advertising
12 May 2013
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Document Summary
09 social medial marketing: an example from sony canada. Content is key avoid black hat seo, encourage value-added interaction. Understanding history, possibility and limitations of your client essential what"s good (and possible) for sony canada may not be good for you. Appropriate (however defined, and ideally defined by user/reader, but with business value) Doing environmental factors, physical activity, habits, disabilities, preferences, sensory stimuli. Feeling psychological state, stress level, desires, wants, needs. Learning cognitive assumptions, learning ability, education. Presence, relationships, conversations, groups, reputation, sharing, identity. Impressions: unique visitors, engagement per session, time spent per session. Online advertising: coverage of entire purchase funnel, high efficiency top funnel impression driver, further targeting with specific content, audience, behavioral & retargeting, search campaigns to focus on roi. Cohesive digital plan: align online advertising with sony. ca promos/content, customer newsletter, social media, events, same messages across all digital touch points to enhance overall effectiveness. To drive impression: kpis: impression per cost.
