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Online & New Media Tools of Digital Marketing SNC-MKTG350 September 18, 2013
Online & New MediaTools of Digital Marketing
SNC-MKTG350September 18, 2013
Tonight’s Agenda: Digital Marketing Tools, continued• Read Ch. 20 in Analytics text re: Mobile Analytics• More digital marketing tools:– Ecommerce trends– Payments systems– Sales funnel
• 3 Blog posts to review
Key Points: Analytics Ch. 20
• Mobile Analytics– Smartphones are not ubiquitous (just
48%)– iOS vs. Android• iOS is gaining ground, Android wider group of
developers and handset makers
Key Points: Analytics Ch. 20
Mobile Analytics: Global Trends
Key Points: Analytics Ch. 20
– Location-based apps• Hyperlocal
– Mobile Measurement• Type of device• Visitor metrics• Mobile app performance
– # Downloads– Geographic info– Device types, networks– In-app purchases
What can we learn from these metrics?
What should we do with these metrics?
Digital Marketing Tools - eCommerce
• What is eCommerce?
Digital Marketing Tools - eCommerce
"With an ecommerce store, your business is open 24 hours/day, 7 days/week, 365
days/year. You don't pay rent or the salaries of sales associates. You don't have any
geographical limitations…and you can automate nearly every aspect of the business.“
Mark Hayes, head of marketing and public relations at Shopify
Digital Marketing Tools - eCommerce
What have you bought online recently?Books?
Clothes?Movies & Entertainment?
Deals?Services?
eCommerceWorldwideSales
$1.298 trillion worldwideMobile devices = 11% of total US retail
ecommerce in 2012.
Digital Marketing Tools – Payment Systems
Digital Marketing Tools – Payment Systems
Digital Marketing Tools – Payment Systems
• Online payments– Credit cards – Bank transfers (ie., PayPal)– Smartcards • Requires a thing you have + thing you know
– Bit Coins
Digital Marketing Tools – Payment Systems
• Issues with online payments?– Insecure sites = Fraud– Transaction costs– Failed, incomplete transactions
Digital Marketing Tools – Sales Funnel
• What is a funnel?• What is a conversion?
Digital Marketing Tools – Sales Funnel
73,333 came to site
53% started to Checkout
Of those, 67% completed Checkout
Overall, 35% conversion of site visitors
What the…?!
• What is “conversion”?• Is a sales funnel a thing or a
concept?• How do we know which
marketing messages were the most effective in converting sales?
6:05
Digital Marketing Tools – Sales Funnel
http://www.youtube.com/watch?v=PW_9TMZKJp0
I wanna watch a video!
6:10
Blog Topic: 7 tips for choosing an ecommerce system for your business’ website• Blog criteria:
300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?
Blog Topic: My landing page is better than yours: best practices in landing• Blog criteria:
300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?
Blog Topic: Nobody clicks on text ads, or do they?• Blog criteria:
300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?
Next session: Mon, Sept 23• Read Chapters 3+4 in Don’t Make Me Think text• Read Chapter 20 in Analytics text (if you didn’t already)• Quiz 5• 0 blog posts to review• Creating Good User Experience
– User interface concepts– Reliable framework
- Menus, expectations- Sitemaps
– Heat mapping– A/B testing
