In the last issue, we introduced the core concept of digital marketing, the first part of digital advertising and search marketing , and the response was good. There are many experienced readers in such feedback. In this issue, we continue to introduce digital marketing terms and important concepts in display advertising and email marketing.
PPC Marketing related concepts
do you know? A recent study on e-commerce websites showed that display advertising , which accounts for about 40% of the entire digital advertising consumption, only contributed 1% of traffic . It is not in the top ten among all website traffic sources. So why are we going to vote for display ads? Please read this article with this question and the digital analysis and marketing strategy that we will discuss next week.
Demand-Side Platform. Demand-side platform. It is like a big supermarket where you can freely choose the publisher of the advertisement. You can purchase media display resources through bidding, (invited) small-scale bidding, and direct negotiation. Corresponding to it is SSP, the supplier platform, where the media and publishers can take out their inventory for sale. This large supermarket is connected to a trading center (AdExchange) through the trading center to connect more other trading centers. Different supermarkets also sell different inventory and prices because of the different sets of connected trading centers. The supermarket will increase the price of the media and the publisher’s resources as its “commission.”
One example is the Baidu DSP introduced by Ji Yi . It can purchase media resources outside of the Baidu system, such as Sina, Phoenix, and Xinhua.
Data Management Platform. The data management platform is the “guidance system” for displaying advertisements. As a supermarket, DSP provides an interface for media buyers, while DMP affixes labels such as “origin, price, and shelf life” to the products. It answers a question, what is the difference between each Impression and other Impressions . The two aspects that determine the characteristics of Impression are the environment in which Impression occurs and the object of Impression. Therefore, whether this question can be answered well is a measure of DMP’s strength.
Generally speaking, DSP can choose DMP freely and display the data contained in DMP. However, in most cases in China, DSP and DMP are services sold at the same time.
Programmatic advertising is a hot spot in digital advertising in recent years. From the figure below, we can see that in 2015, the purchase of programmatic advertising in China was US$1.6 billion, and by 2017 it will reach US$3.3 billion, which will double. Despite this, there is still a big gap between us and the United States, where digital marketing is developed. The latter will reach US$20 billion in 2016. So, for those who have devoted themselves to the digital advertising business, do you want to get on board?
Programmatic advertising jumps out of our traditional advertising buying method. Using DSP, we can easily select media resources suitable for our own brand instead of selecting and negotiating prices one by one, which is convenient for quick decision-making and execution.
Real-Time Bidding. When a corporate purchaser who is interested in buying bearings comes to an American TV website, the system will notify all advertisers who sell bearings, and the advertisers will bid according to a pre-set bidding strategy and finally decide which ad space to display Which advertisement is it? This entire process only requires 100 milliseconds that humans cannot perceive. It is inevitable that the real-time bidding model was born during the development of Internet technology, because advertisers are more concerned about who the Impression targets are, and the development of technology makes it possible for us to make bidding decisions within 100 milliseconds.
Last issue we introduced Intent, the core Targeting method in search marketing. Demographics is the most commonly used in display advertising (of course, it can also be used in search marketing). This is a demographic concept, and all objective conditions about a visitor belong to Demographics. It includes common gender, age, height, race, region, language, education, marriage status, children, income, medical history and other information. DMP will collect and process this information, and DSP will classify this information (Segmentation) for advertisers to screen.
What about the psychological factors outside of the objective conditions? We call it Psychographics. For example, your favorite sports, movie types, music types, travel methods, dining preferences, etc. DMP collects data by tagging each visitor. These tags come from the visitor’s historical browsing behavior, purchasing behavior, etc., and then classify the tags to summarize and infer demographics and psychographics of the visitor.
Enterprise statistical structure. Now in some media, we can already find specific groups of people by locating some companies. For example, some recruitment websites and professional social networks. When our business is B2B, it is especially important to be able to find the right people in the company. Firmographics’ Targeting method is widely used in Account-Based Marketing, and it will have great potential in digital advertising.
The science of consumer science is the study of how visitors and consumers discover your brand. For example, do you want to push your iOS app to users who use Sony Dafa, Xiaomi, Huawei, or mobile phones? Of course not, they can’t pretend. Unless you also launched the Android version. Is your Windows-based software going to users who use the Safari desktop browser? Maybe not. Technographics is not only these, but also one of the clues to determine the identity of the end user.The several Target and Segmentation methods introduced above for displaying advertisements bring full vitality to displaying advertisements. If search advertising must have a prerequisite for consumers’ own wishes, display advertising is an effective way to generate these interests and purchase intentions. It’s like our traditional TV commercials paving the way for the Upper Funnel.
Cost Per Mille, the cost per thousand times. CPM is the basic charging model for display advertising. Display advertising has various manifestations (pictures, animations, videos), and digital advertising with exposure as the main indicator is very suitable for the CPM model. However, because it is difficult to control the exposure position of display ads, we must combine Viewablility, Effective Frequency and TPR when measuring. When the click is not the main purpose of delivery, you should have a better grasp of the quality of the exposure.
Show tracker. In a display ad, a small single-pixel image or a small piece of code that is loaded at the same time as the ad creative is loaded. The display tracker is of great significance to display advertising. It obtains relevant data when the display advertisement is displayed, including:
- Show times, frequency
- Show effectiveness (is it a human or a robot)
- Display object
- The position of the ad on the screen when displayed
- Display duration (including video playback duration)
- Relationship with other ads in the same group when displayed
Click on the tracker. Usually a piece of JS code is used to record clicks or/and 302 jumps are used to obtain clicks. When the visitor clicks on the advertisement, the click tracker JS script records the visitor’s behavior and sends the visitor to the tracking URL. The tracking URL will then record the click and send the visitor to the final destination URL. The click tracker serves as a preliminary screening function for filtering false clicks, but because it cannot determine whether the visitor actually arrives at the Landing Page and visits normally, we need to combine the website statistics tool to confirm the actual number of clicks.
Display advertising is seriously threatened by Ad Block. In addition, some publishers will cheat to improve their own inclusion. Therefore, it is extremely important to consider the visibility of display advertising. MRC (Media Rating Council) considers that 50% of an advertisement is visible for more than 1 second as a visible display . DoubleClick has done quite well in this regard, but many domestic DSPs are still unable to provide a visibility report that can provide reference. In video advertising and mobile display advertising, visibility presents many more challenges. The 90-second advertisements on domestic video websites have become “toilet time”, and mobile display advertisements are more problematic, often failing to display normally or occupying the screen area with the content of the page. How to measure the visibility of display ads will become an urgent task to overcome.
Click-Through Conversion，View-Through Conversion和Look-back Window
Click conversion and impression conversion. Click conversion is easy to understand, that is, the conversion brought by the click. So what is impression conversion? Display advertising refers to consumers who have completed conversions from other channels after seeing an advertisement without clicking on it . We call this period of time the Look-back Window, which is defined by the advertiser and can be as long as 90 days.
Every click conversion is an impression conversion. Speaking of this, you should understand why display advertising with less than 1% of traffic is still invested in nearly 40% of the digital advertising budget.
Email marketing related concepts
SPF is a way to verify the true origin of emails. What SPF verification guarantees is that the sending server IP of the mail can be verified. The mail server can record and check the fixed-use mail sending IP address of a certain sender. In other words, it is quite difficult to forge the sender’s mail. For example, emails sent by Maxket are all sent from a server with an IP address of 220.127.116.11, which is recorded in the DNS of maxket.com. Once the mail received by the user does not come from this IP address, it cannot pass SPF verification.
DKIM is another commonly used method of e-mail authenticity verification. To put it simply, there is a public key in your DNS and every email you send is accompanied by a lock (ie signature). If the receiving server can use this key to open the lock, you can It is determined that the mail is sent by the sender. However, this method can be cracked by forged signatures, so it is not a 100% secure method (since 2013, long signatures greater than 1024 bits must be used). It needs to be used in conjunction with the above SPF.
Delivery Rate和Open Rate
Mail delivery rate and open rate. The SPF and DKIM mentioned above are both to prevent emails from being rejected or falling into the spam box. These are all manifested in the indicator of delivery rate. The global mail delivery rate is around 80%. Whether an email can be regarded as spam also depends on other factors, such as whether the sender is whitelisted by the recipient, whether the sender has identified his true identity (name, address, contact number), the historical “behavior” performance of the sending server, and the content of the email. Whether to trigger more spam keywords, including whether there is an unsubscribe option in the email.
If you want to look at the comprehensive effect of mail, then we can use mail delivery rate × mail open rate . The email open rate reflects whether the recipient is interested in the content of your email, and it is determined by three parts:
- Mail sender
- mail title
- Message header
The header of the message body. The body header refers to the text that can be displayed without opening the email. After making the email, you can test it to see how it works. The body header is equivalent to additional information outside the title, which can assist users in predicting the content of the email. So also pay attention. The following figure shows the pre-head of the mail displayed in the GMail application.
Email subscription and unsubscription rate. Although email is very free, it must comply with permission-based principles for marketing . This is similar to SMS and WeChat subscription account.
All mature email marketing service providers attach great importance to Permission-Based Subscription, and at the same time they always recommend customers to add an unsubscribe option in their emails. This kind of unsubscription must be very convenient. In the past, the method that required the user to enter the user name and password again was not advisable. It’s normal for a user to decide to leave you and not remember the username and password. Rather than embarrassing these departing customers, it is better to provide better services to retain them. Churn Rate is also called customer churn rate, we will continue to introduce it in the next issue of the user life cycle.
It is difficult to translate the word Cohort. It refers to a group of people with similar experiences, especially time. For example, as we said in the past, “the youngest”, this group of people also have many similarities in their lives after having similar experiences. In CRM, Cohort Study is a commonly used analysis method. E-mail, as one of the key tools of CRM, also needs to work on Cohort. The once-and-for-all method has been eliminated.
For example, the same mother-to-baby content is made, and each (prospective) mother is in his own time. How can we better provide them with personalized content? You can set a certain path for each subscriber and they can receive matching content at a certain point in time. You can lay out such a path plan in an email marketing service platform like Aweber.