ITM 818 Study Guide - Comprehensive Midterm Guide: Search Engine Optimization, Search Engine Marketing, Purchase Funnel

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7 Feb 2017
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ITM 818
MIDTERM EXAM
STUDY GUIDE
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Lecture 2: Marketing Related Analytics
Marketing Activities
Marketing funnel
Customer acquisition
Search engine optimization
Marketing segmentation
Enhancing customer relationships
Web analytics
Customer churn and retention
Customer lifetime value
Analytics and social media
The Marketing funnel
o puhase fuel, is a osue foused aketig odel hih illustates the
theoetial ustoe joue toads the puhase of a podut o seie.
Aareness
o Aaeess is the uppeost stage of the aketig fuel. Potetial ustoes
ae da ito this stage though aketig apaigs ad osue eseah
ad disoe. Tust ad thought leadeship is estalished ith eets,
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adetisig, tade shos, otet log posts, ifogaphis, et., eias,
diet ail, ial apaigs, soial edia, seah, edia etios, ad oe.
Interest
o Oe leads ae geeated, the oe o to the iteest stage, hee the lea
oe aout the opa, its poduts, ad a helpful ifoatio ad eseah
it poides. Hee is a oppotuit fo ads to deelop a elatioship ith the
people i its lead dataase ad itodue its positioig. Maketes a utue
leads though eails, otet that is oe tageted aoud idusties ad
ads, lasses, eslettes, ad oe.
Consideration
o I the osideatio stage, leads hae ee haged ito aketig ualified
leads ad ae see as pospetie ustoes. Maketes a sed pospets
oe ifoatio aout poduts ad offes though autoated eail
apaigs, hile otiuig to utue the ith tageted otet, ase
studies, fee tials, ad oe.
Intent
o To get to the itet stage, pospets ust deostate that the ae iteested
i uig a ad’s podut. This a happe i a sue, afte a podut deo,
o he a podut is plaed i the shoppig at o a eoee esite. This
is a oppotuit fo aketes to ake a stog ase fo h thei podut is
the est hoie fo a ue.
Ealuation
o I the ealuatio stage, ues ae akig a fial deisio aout hethe o ot
to u a ad’s podut o seies. Tpiall, aketig ad sales ok
togethe losel to utue the deisio-akig poess ad oie the ue
that thei ad’s podut is the est hoie.
Purchase
o You’e hee! This is the last stage i the aketig fuel, hee a pospet has
ade the deisio to u ad tus ito a ustoe. This is hee sales takes
ae of the puhase tasatio.
Source: http://trackmaven.com/blog/2016/08/marketing-funnel-2/
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