what is an Ad Fraud?

Ad fraud is concerned with theory and practice of fraudulently representing online advertisement impressions, clicks, conversion, or data events in order to generate revenue. While ad fraud is more generally associated with banner ads, video ads, and in-app ads, click fraud has been associated with search marketing and conversion fraud with affiliate marketing. 

Mobile Marketing By Mike Tao

In earlier lessons,

I mentioned how smart and mobile devices have profoundly

impacted human lives, in general. In digital marketing, more specifically. According to Salesforce,

68% of the companies have integrated mobile marketing into

their overall marketing strategy. And 71% of marketers believe mobile

marketing is core to their business. In this lesson,

I'll focus on three key questions, and we'll take a closer look

at mobile marketing. First, we'll ask,

what is mobile marketing? And second, what are the channels and

key features of mobile marketing? And third, what are the advantages and

limitations of mobile marketing? Let's begin with the basic

concept of mobile marketing. As in the case of many emerging industries

and practices, there is no clear and agreed upon definition to mark

the boundaries of mobile marketing. But there is a definition that I think

that captures the essence of this concept. According to Marketo,

a leader in marketing animation software. Mobile marketing is a multi-channel,

digital marketing strategy aimed at reaching a target

audience on their smartphones, tablets, and other mobile devices,

via websites, email, SMS and MMS,

social media, apps, and etc. The core objective of mobile marketing

is to reach and engage target consumers on their mobile communication devices

via multiple communication channels. Recent data show that smartphone

adoption rate in the United States has reached near saturation to

about 81% in the year of 2016. This means that a vast and majority of Americans now can be directly

reached via mobile communication. More remarkably, on average, Americans now spent nearly three hours

per day on their mobile devices. And 50% of the mobile phone

users habitually grab and check their phone first thing in

the morning before they do anything else. And one-third of the subscribers now only

use their mobile devices to read emails. Taken together, these statistics

clearly suggest that mobile media have become the most important

channel to reach and engage consumers. Mobile devices have overtaken desktop

computer to become the most dominant digital media platform in 2014,

and have never looked back. Mobile ad spending in the US

grew from $28 billion in 2015 to over $100 billion in 2016, and accounted for

more than 50% of the total digital market. According to Emarketer's forecast model, mobile advertising spending

will reach nearly $200 billion, and top 70% of the total

market by the year of 2020. Meanwhile, mobile commerce

transactions currently amount to about $1.5 trillion annually, and

will reach $3.2 trillion by 2017. The evolution and growth of mobile

technology are also incredible. Mobile communication has moved beyond

the confines of mobile phones and tablet computers to smart accessories,

such as watches, and other wearables. Marketers expect that two in five Internet

users will use wearables by the year 2019. Mobile is certainly the future. With new technologies and

marketing platform developing nearly every day in the mobile and

digital world, how do we make sense of, and stay focused when facing such

a rapidly changing landscape? Well behind the dazzling new looks and

the various bells and whistles, comes with new mobile devices,

functions and applications. There are some core features of mobile

media as a multi-channel platform for various marketing communication

that we should focus on. Let's take a look at them. One of the most significant features of

mobile marketing is its omnipresence. It can take place anywhere at any time. Most smartphone owners have their

phones within arm's reach at all times. And these gives marketers unprecedented

access to the demographics they're trying to reach. Something that has never been done and never seen before with

a traditional medium. Furthermore, users are doing

more than just having their phones with them at all times. They're always is using them, as well. This proximity to the users, and their

willingness to use particular devices allow advertisers to ensure that

the messages that they're delivering are sending and

being received directly by the consumers. And the technological nature

of the medium allows these mobile devices to effectively gauge

the effectiveness of the ads, as well. At the same time, smart mobile devices

are not only communication devices, but also a data collection tool. By caring their phones on them at all

times, smartphone users are providing marketers with behavioral insights

that can help guide future tactics. Mobile communication also

offers ubiquitous reach. Today, the number of

mobile phones in used, in many countries are near or more than

a size of their total populations. The smartphone penetration rate

has reached 30% globally, and well above 50%, a most of

the developed in emerging economies. According to a study conducted

by Peer Research Center in 2015, nearly half of the survey respondents

reported that their mobile phones were something they

could never live without. Mobile communication provides marketers the ability to reach people all

over the world, at all the time. As the tendency to rely on mobile

technology continues to become a natural facet of human behavior,

this broad and deep rich afforded by mobile

technologies will only grow. Next, mobile messages received from

a personal mobile device is more personal than from a computer on the desktop or

other devices that are at our home. Because of the physical and psychological

proximity between the users and the device. Users of mobile device tend to develop

a deep and intimate connection with the technology and the device than

they do with stationary computers. For example, my student and I recently

conduct a series of lapse studies, and we found that mobile devices

were more likely to be perceived by the users as a part of

their psychological self. The participants in our study who used

a mobile device to access information and solve problems felt smarter and

more confident than their counterparts. Those other participants,

who used desktop computers for completing the exact same task. And mobile devices are also

becoming fashion accessories. Smart watches and personal fitness

wristbands are just some of the examples of how smart and mobile devices

can be used as fashion statements. Moreover, mobile phones are used for

personal entertainment. Rather than using laptops and desktops, we

use mobile computers to view televisions. And mobile apps makes it possible to

have personal interaction on social media, as well. So as well as personal information

being shared by brands, social media, and friends, the more human the technology

is, the more personal it seems. Another key feature of mobile

marketing is two-way communication. Interactive mobile communication devices

offer marketers the opportunity to have a conversation with the target consumers

through text messaging and branded apps. This provides a sense of immediacy that

other marketing channels cannot offer. And finally,

mobile marketing is location-based. Mobile devices provide geolocation

data to the service providers, and then by extension, the marketers, as well. Consumer privacy and

ethical concerns aside, which is something I'll talk

about a little bit later. The geo targeting technologies allow

marketers to deliver tailored messages to customers based on the location. And help them find product and

service near by. According to the Peer Research Institute,

74% of adult smartphone users age 18 and older, said that they use

their phones to get directions or other information based on

their current location. Furthermore, by the very act of

using this location based features, the customers feed even more

data to the phone companies and marketers, which then lead

to more opportunities for marketing and advertising,

and creating this cycle.

Let's dive a little bit deeper and take a closer look at mobile marketing communication. Using their mobile devices, users engage in different social and communication activities. They check emails, make phone calls, send and receive text messages, search for information, play games, watch videos, take and share photos and videos. This list goes on. Thus mobile marketers must understand and develop a multichannel strategy to effectively reach their target population. Mobile devices allow users to move around while seeking formation as well, even at their homes. As such, much of the display advertising, search marketing, and social media marketing strategies we studied in the earlier lectures can be applied to mobile marketing platforms. Now however, marketers must be aware of and carefully consider, and then adjust accordingly their strategies for the unique physical technological and contextual characteristics of mobile communication. In the next couple of slides I'm going to talk about some channels that are commonly used in mobile marketing communication. Let's start with mobile display and video advertising. More and more users use mobile devices to browse the web instead of using their desktop computers. This presents new opportunities for online display marketing. As a speed and a bandwidth of wireless network technologies grow, mobile videos has also become increasingly popular, which has led to a sharp increase in mobile video advertising. In the United States for example, spending on mobile video advertising doubled from $720 million in 2013 to $1.5 billion in 2014 in just one year, and it's expected to touch six billion dollars in 2018. When used effectively, small screens of mobile devices can become an advantage to marketers, because they offer less space for content. Small screens are more likely to capture the attention from users than the big ones. As such, interstitials and native ads, those we talked about in an earlier lesson are far more effective formats for mobile devices than they are on desktop computers. Next. Because they're smaller screen sizes however, display and video ads must be redesigned and formatted for mobile viewing. For example, advertisers need to create mobile specific video ads that are under or around 15 seconds in length to run on native social media platforms such as Facebook, YouTube, Instagram. Mobile users don't want to and often are unable to directly interact with the display and video content on a mobile phone such as when they're driving or using the thumb. So as such, mobile display and video ads must accommodate such unique user experience. A good example is the auto playing feature of Facebook's instream videos. Instead of having users click on the play button, the videos will automatically play when viewing from a mobile device as users scroll through their Facebook feeds. This very subtle change in the user interface design significantly increase the chance of an ad being viewed on Facebook. Finally, average smartphone users cannot afford unlimited data plan. Marketers must also be considerate and think about the impact of mobile advertising on connection speed and data usage, and how those features and characteristics factors will influence the graphic quality of mobile display and video. Now, one of the most obvious use of mobile phones in marketing is direct text messaging. After all, the original and intended function of cell phones was making calls and sending or receiving text messages. There's several different types of mobile messaging services. Traditionally the short or text message service or SMS, and then the multimedia messaging service or MMS, are delivered through wireless service providers. However, with the growing penetration rate of smartphone and mobile apps mobile messaging marketing is increasingly conducted via messaging apps or mobile apps with push functions. Mobile apps offer marketers the capacity to integrate mobile messaging marketing with other digital marketing strategies such as display advertising and others. App-based messaging services also allow marketers to circumvent wireless providers altogether, and sidestep telecommunication policies and regulations. There are several key ingredients to successful mobile messaging marketing. Companies must first decide on an overall strategy based on the type and the characteristics of target population. Are they existing consumers? How would they feel about getting marketing messages on their mobile phones? Then the companies need to find a right mix of content, context, and frequency of messaging. It is also critical to consider consumers privacy preferences and tolerance. Another important mobile marketing channel is through search. Recent statistics show that 81 percent of mobile searches are driven by speed and convenience because a mobile device is always on, always accessible. Then the outcome of mobile search is valuable to all businesses not just business to consumer. As 73 percent of mobile searches trigger additional action and conversions such as additional research or contacting a vendor directly. Additionally, mobile searches trigger quick follow-ups. 63 percent of mobile search triggered action within one hour of the initial search and 55 percent of the purchase related conversions occur within one hour of the initial mobile search as well. Research has also shown that nearly half of consumers start mobile search with a search engine, and one third of them start mobile search with a branded website. As such, many of the search optimization strategies we discussed earlier in this course would still apply in mobile marketing. First, businesses should optimize search engines results, for mobile display, since more people now search on mobile devices than on computers. Mobile search generates more page views. So, it is important for brands to ensure that their website are mobile friendly. Mobile optimization is the process of ensuring that visitors who access their site from mobile devices have a positive experience. If the brand site is not mobile friendly, users are less likely to stick around, and if their site is slow, users may not even wait for the page to load. So, most of the websites have their website mobile optimized. For example, Google has launched a mobile friendly version of their search engine, and the algorithm for mobile search engine results are thought to be evolving, and aspects such as location and predictive searching will become increasingly more important. Businesses should also use web directories effectively. Web directories and search engines are often used interchangeably, but they're actually different. Directories are organized website listings put together by human reviewers, whereas search engine listings are put together by an automated system. Much of the confusion comes from the various hybrid models that have developed over times. Many search engines have incorporated directory services to assist with issues such as categorization and cite quality. Site owners can submit their sites to directories and human editors to determine the value of the site and whether it should be included in the directory. All the web directories have been fallen out of favor it is still a very useful and cost effective strategy for highly specialized local and regional businesses, as many of these companies will be hard to find through simple traditional keyword searches. More and more consumers rely on recommenders or recommendation system instead of search engines to get product information. Although a different recommendation system, use different strategies and algorithm to determined the outcome. Companies online reputation and a sentiment of customers reviews are almost always waited very heavily in this evaluation process. So, for example, customer ratings on Yelp is a huge factor in restaurant recommendation. Ratings and positive customer reviews are important determinants for a business to get recommendation by Amazon. So, it's important to build a very good online reputation, in order to take advantage of the mobile search. Now, let's take a look at another form of mobile marketing, which is through apps and mobile apps. Mobile app marketing is a fast growing strategy, apps are now an integral part of our daily lives. According to Nielsen, smartphone users today spend an average of 30 hours per month using their mobile apps. Mobile app marketing strategies can complement very nicely other promotional activities such as special offers and coupons and then as such drive e-commerce or simply help connect a brand with its loyal customers. Together with mobile websites, mobile apps are valuable to both consumers and the marketers. Commonly seeing mobile app strategies include branded and sponsored apps. Many companies develop their own branded apps. An advantage of branded and sponsor apps is that they offer a Company a high degree of control over the design, functionality and the features of the app. However, well designed and customized apps can be costly to a business. While mobile users download and install new apps all the time, they typically abandon a majority of the apps they download after just using them a few times. The second mobile app marketing strategy is in-app display advertising and native advertising. We have talked about this type of ads in online display marketing in an earlier lesson. So, I'm not going to elaborate here further. Finally, almost all major retailers now offer their own shopping apps to facilitate mobile shopping. The smaller and the local retails can also take advantage of the smart devices, by linking their products and services with shopping apps such as Groupon and Amazon. Finally, let me just talk a little bit more on location-based marketing. As I mentioned earlier, location-based marketing is one of the unique and important features of mobile marketing. Knowing the location of your customers, give marketers the opportunity to provide contextualized marketing information and capture the micro moments for marketing opportunities. There are three primary location-based marketing strategies, location-based add delivery for example, Snapchat uses location-based marketing with his geo filters to deliver relevant advertisement based on where the users are. Recent statistics show that up to 84 percent of the millennials act on a location-based notification. Another particular useful search engine an online directory optimization tactic is to ensure that the business appear at the top of the search results when a customer conducts a related search near a particular location. For example, when a hungry traveler is searching for a place to eat using a smartphone, you want to make sure that your restaurant appears at the top of the search result and have good customer reviews. Location-based marketing can also be used to engage customers directly, when the customer is close to the point of purchase for any product the store can use the information to send notifications to the users through their mobile apps or text messaging services. I sometimes use a mobile app called hooked, this is a free app for college students to look for food and drink places near their campuses. This app uses both location and the time of the day to deliver the best deals to nearby users, and restaurants can sign up to this service to get listed and use their platform to provide promotional deals directly to potential customers.

All About Content Marketing By Mike Tao

Let's now turn our attention to content marketing. A fast growing digital marketing strategy, that is particularly relevant to social media. Unlike traditional media platforms, on which the audience attention is primarily driven and held captive by the publishers and professional content producers, users of digital and social media can freely create, view and share information and content based on their own interests. As such, traditional forms of advertising can easily be ignored and filtered. So in addition to making the advertising messages more creative, more eye-catching, another strategy for marketers to engage consumers is through the interesting and original content tailored for their target audience. In the remaining time of this lesson, I want to discuss content marketing, and then the critical role of social media as a driving force behind this growing marketing trend. According to the Content Marketing Institute, content marketing is a highly strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action. To simply put, content marketing is about marketers playing the role of media content producers to create original and interesting content for its target consumers with an aim to attract their attention to the brand or the product. For example, instead of, or in addition to paying for an advertising campaign of a new convertible sports car, an automaker can create a popular blog on the web or podcast series about the joy of driving. The influence of the content marketing is not achieved through explicit and direct persuasions, but through audience engagement and brand recognition. There are a variety of ways to place and promote marketing content. Content marketing can be done through paid, display advertising, and sponsorship. For example, marketers can pay to promote their original content within a social media users news feed as native advertising, they can also sponsor a block section on a popular news web portal. There also several unpaid channels for content marketing. Postings and sharings by social media users, is a huge driving force behind successful content marketing. While unpaid and organic content sharing on social media is essential, some companies may also sponsor marketing content on social media, that looks and feels just like user-generated content. For example, some companies can pay for YouTubers, to create sponsored product reviews or publicity stunts to generate brand awareness. Even though, any sponsor program must be clearly labeled. Research show that consumers often have a hard time separating those organic and those sponsored social media content, and this is the gray area where native advertising and creative content marketing overlap. Finally, many of the channels previously used in public relations such as earned media coverage, owned corporate media outlets can also be strategically used for content marketing. In fact, the lines between public relations activities and content marketing activities are so thin and arbitrary in the digital era, these two marketing functions have been largely merged in the digital marketing world. Because of its flexibility and low cost, content marketing is often used in complement to traditional promotional campaigns. More and more businesses adopt an integrated marketing approach to reach customers. In these integrated campaigns, marketers carefully plan, coordinate, and execute the timing, and pace, and rhythm in channel of marketing communication, to engage their target consumers. This process is highly strategic and coordinated. Content marketing, is also a great choice in situations where marketers are uncertain about the impacts and outcomes of traditional advertising campaign.

 For example, a well executed advertising campaign can boost sales and brand recognition in the very short run. But it's medium and long-term impacts on brand loyalty and trust might be questionable and hard to measure. So content marketing could be a very much better and a far more effective strategy for developing sustained consumer engagement. Similarly, content marketing is more powerful and useful than many traditional marketing activities for raising awareness and knowledge among consumers about a product or a cause. While a 30-second tv spots or web banner impression, can arouse temporary interests. These marketing channels are not ideal for consumer education. As such, content marketing is frequently used and widely adopted in promoting social causes such as environmental protection and health, and these topics require marketers to truly engage the stakeholders by promoting sustainable behavioral change. Finally, Content Marketing is a cost effective tool. It is ideal for startup companies with a small marketing budget but aggressively seeking growth. It is also a great marketing channel for promoting non manufactured and knowledge based products and services.
There are several important steps to follow in creating a successful content marketing campaign. The process should always start with research and strategy. Content marketers should develop a set of clearly articulated business goals and objectives, and then thoroughly analyze and research the market condition. Then, gain a deep understanding of their target consumers and media users. Based on these insights, content marketers can then decide on the theme and the topic of the content that they want to create. The next essential step in content marketing is planning and preparation. Content marketers need to improve the visibility of the websites through SEO or Search Engine Optimization, search analytics, traffic and analytics, and they can also develop a full list of keywords and search phrases. Then, they need to budget human equipment and financial resources. Issues to be considered range from the cost of buying and maintaining a domain name, to finding a reliable and sustainable content developing team. After research and careful planning, it is time to create digital assets such as images, videos, articles, and et cetera. One critical issue to consider before launching a content marketing campaign, is its sustainability. Marketers must consider and understand that it's labor intensive to create new, relevant, and interesting content for the target audience, and update them frequently. In the digital world, media users can choose from millions of information sources, and it's extremely difficult for the audience and the readers in the digital era to stay focused on one thing. As such, do not treat content creation lightly. Good and relevant stories will spark audience interest, but they lose their interest very quickly. Now, once the content is created, the next step is to promote the content through various digital channels. Commonly used channels for delivering marketing content includes: search engines, social media, direct mail, and blogs. Finally, content marketers should promote and monitor, and track the delivery and impacts of content, through performance indicators such as social media buzz, website traffic, number of subscriptions, and more. Content marketers can use very similar measures of campaign impact as those used in public relations. For example, a commonly used way to assess return on investment or ROI of a content marketing, is to calculate the monetary value of reaching a certain number of audience, if this were a traditional advertising campaign. This measure is known as the advertising equivalency, and it's a very useful measure of ROI. Finally, I want to circle back to the focus of this lesson which is social media. Social media play a huge role in a success of a content marketing campaign. Social media allow marketers to identify and personalize content for their target audience, making the content more relevant and "sticky." Social media also allow information to be quickly and widely shared through online social networks, creating a "buzz" around the content. These two dimensions, the buzz, and personal relevance, or stickiness, can create four types of commonly seen content marketing campaigns. First, the vanity content that does not generate a widespread buzz, or a sustainable interest among social media users. For example, much of the content marketing fall into this category. As digital media users, we may notice such type of marketing content on our social media feeds every day. We may even read it out of our curiosity. But we probably wouldn't share with our friends, nor would we pay closer attention to such vanity. Sometimes, however, certain interesting content can get our attention and trigger a widespread social media buzz around an issue. This type of publicity matched material is a powerful way to create short-term, and intense public attention. But the public may quickly move on to the next hot issue. For example, last year, a silly debate about the color of a dress in a photo shared on social media triggered an intense public interest. But a story like this quickly moved out of the spotlight, and then replaced by something else. Some marketing content can successfully reach a target audience and stick to them. However, such highly personalized content, may not generate buzz in the general public. For example, I'm subscribed to many digital marketing blogs, and I frequently read those blogs to help myself stay connected to the rapidly changing digital media landscape. But, rarely would I share such information with my social media friends, and all my social media pages. Finally, and perhaps the most successful type of content marketing, is the viral content marketing. The viral content marketing campaigns were those that can lead to wide and long public engagement. Those are stories, blogs, and online videos that are viewed and shared by millions, if not hundreds of millions of people around the world, and will be circulated on the web for a long time. For example, the movie trailers of upcoming blockbusters such as the Star Wars franchise or the Marvel superhero movies can generate sustained buzz globally.

Digital Media And Marketing Principles Week-1

With the large number of learners in this course, no one is expected to read every post made within the discussion forums. Rather, read those that seem interesting to you and reply when you can further the conversation. Above all, you are expected to remain civil and treat all other learners with respect. Failure to do so will result in your removal from the course.

5W Model of Communication is a communication model, also known as Lasswell’s model of communication; it describes an act of communication, who, says what, in which channel, to whom, with what effect.


4P Strategy the marketing mix, also known as the four Ps, is a foundation concept in marketing. Four Ps are the marketing tools that the firm uses to pursue its marketing objectives in the target market. The marketing mix refers to four broad levels of marketing decision, including product, price, promotion, and place.

Glossary

Here you will find both the descriptions of some words and phrases that pertain to the concepts in this course and also some words and phrases used in the videos and readings. If you want to add another word or expression that we missed, please suggest it in the forums. If you need to find a description of a brand used in the videos and readings, see the Brand Descriptions page.

A

Amplification rate
The rate at which company followers take company content and share it through their network. For instance, it is the number of likes per post on Facebook, number of +1s per post on Google+, or the number of clicks per post on Twitter.
Applause rate
Term for the rate at which web users like your content in different websites. For Facebook or Twitter, how many likes you receive for a post or a tweet.
Application programming interface (API)
Term used for a set of routines, protocols, and tools for building software applications. An API expresses a software component in terms of its operations, inputs, outputs, and underlying types. In the context of the web, web APIs are the defined interfaces through which interactions happen between an enterprise (Twitter, Google, etc.) and applications that use its assets.

B

Bias
Term used for a particular tendency, trend, inclination, feeling, or opinion, especially one that is preconceived or unreasoned. Sampling bias is collecting data from a biased sample, i.e., the sample considered does not correctly represent the intended population.
Brick-and-mortar stores
Business stores that have physical, rather than virtual or online, presence. In other words, stores (built of physical material such as brick and mortar) that consumers can drive to and enter physically to see, touch, and purchase merchandise.

C

Checkout process
The process that a customer must go through when paying for the items in the shopping cart – in an online or in a brick-and-mortar store.
Clickstream analysis
Clickstream is the recording of the parts of the screen a computer user clicks on while web browsing or using another software application. As the user clicks anywhere in the webpage or application, the action is logged on a client or inside the web server, as well as possibly on the web browser, router, proxy server, or ad server. Clickstream analysis is useful for web activity analysis, software testing, market research, and for analyzing employee productivity.
Competitive intelligence
This is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors, and any aspect of the environment needed to support executives and managers making strategic decisions for an organization.
Consumer decision journey
This framework, presented by consulting firm Mckinsey, captures consumers’ possible actions in a buying decision. This framework helps organizations conceptualize important decision points of customers and connect with customers at those points.

D

Data
Facts and statistics collected together for reference or analysis.
Database
An organized collection of data to model aspects of reality that supports processes requiring information. For example, modeling the availability of rooms in hotels to support finding a hotel with vacancies.
Digital channels
These are communication paths that handle only digital signals. All voice and video signals have to be converted from analog to digital in order to be carried over a digital channel. It is an essential component of digital marketing.
Digital data
Digital data are discrete, discontinuous representations of information or works, as contrasted with continuous, or analog signals, which behave in a continuous manner or represent information using a continuous function.
Display ads
A graphical advertising on the Web that appears next to content on web pages, IM applications, email, etc. These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or rich media.

E

Epochs
Term used for a period of time in history or in a person's life, typically one marked by notable events or particular characteristics.

F

Framework
A set of assumptions, concepts, or practices that constitutes a way of viewing reality. Also defined as a broad overview, outline, or skeleton of interlinked items that supports a particular approach to a specific objective and serves as a guide that can be modified as required by adding or deleting items.

G

H

I

J

K

L

M

Marketing analytics
This is a term used by marketing professionals to describe the analysis and improvement of the efficiency and effectiveness of marketing. It consists of collecting information from different channels and analyzing how marketing efforts of the company and its competitors are going.
Marketing analyst
Marketing analyst contributes through supporting all digital marketing programs (digital display, paid search, SEO, comparison shopping engines, affiliates, etc.) by applying advanced marketing analytics to provide actionable insights.
Marketing analytics tools
These are digital tools to measure consumer web activity. In this way, an organization can look at consumer trends and predict patterns of their own brand. WebTrends is one of the tools that can be used to measure the economic value of a social media channel.
Multivariate and A/B testing
A process in Internet marketing by which more than one component of a website may be tested in a live environment. In simple terms, it can be thought of as numerous A/B tests performed on a single page at the same time. A/B tests are usually performed to determine the better of two content variations; multivariate testing can theoretically test the effectiveness of limitless combinations.

N

New Media
New Media is a 21st century catchall term used to define all that is related to the Internet and the interplay between technology, images, and sound. In fact, the definition of New Media changes daily and will continue to do so. New Media evolves and morphs continuously.

O

P

Processed data
Raw data that is processed with some digital tools to identify patterns and answer brand questions. Output of Google analytics is a good example of processed data.

Q

Qualitative research
A set of research techniques in which data is obtained from a relatively small group of respondents. It is about getting to know the opinions of the people and understand their motivations and feelings. Face-to-face interviews and focus groups are classical examples of qualitative research.

R

S

Search engine marketing (SEM)
A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.
Search engine optimization (SEO)
The process of affecting the visibility of a website or a web page in a search engine's unpaid results, which are often referred to as "natural," "organic," or "earned" results.

T

Tags
A tag is a non-hierarchical keyword or term assigned to a piece of information (such as an Internet bookmark, digital image, or computer file.
Targeting
Targeting or targeted advertising is a type of advertising whereby advertisements are placed so as to reach consumers based on various traits such as demographics, psychographics, and behavioral variables.
Three-step consumer marketing model
The three-step marketing model was developed by P&G in 2005. The model consists of the following steps:

1. Stimulus: A trigger that makes the consumer want a product, probably through an ad or from a friend.
2. First moment of truth: The consumer finds the product at a shelf in store.
3. Second moment of truth: The experience after the consumer makes the purchase and how well the product meets the consumer's expectations.

U

Usability studies
Usability studies focus on measuring a human-made product's capacity to meet its intended purpose. They measure the usability, or ease of use, of a particular product. Examples of products that commonly benefit from usability studies are foods, consumer products, web sites, or web applications.

V

Voice of the customer (VOC)
Term used in business and information technology to describe the in-depth process of capturing a customer's expectations, preferences, and aversions.

W

Web scraping
A computer software technique of extracting information from websites. In general, web scraping programs simulate human exploration of the World Wide Web. Uses of web scraping include online price comparison, website change detection, research, etc.
Web server
An information technology that processes requests via HTTP, the basic network protocol used to distribute information on the World Wide Web. The term can refer either to the entire computer system, an appliance, or specifically to the software that accepts and supervises the HTTP requests.
Web traffic
The amount of data sent and received by visitors to a web site.
Web transaction
The sale or purchase of goods or services, whether between businesses, households, individuals, governments, and other public or private organizations, conducted over the internet.

X

Y

Z

Zero Moment of Truth (ZMOT)
A revolution in the way consumers search for information online and make decisions about brands. ZMOT continues to grow in importance and scale. As consumers’ behaviors evolve, so must the ways in which brands engage consumers in today’s always-connected mobile-first world.

27 Confidence Hacks Psychology of Attraction

1. Cold Showers
a. Cold showers, or bathing in water that lowers your body temperature has been
known to help athletes overcome their fears and increase their confidence for
years. It’s a form of resilience training. This will also increase your blood
circulation to internal organs, help with maintaining a healthy weight, and is
certainly associated with training your willpower - because taking a cold shower
every morning isn’t easy!
2. Progressive Desensitization
a. This is a big word for slowly getting used to something you’re scared of. Let’s say
you’re afraid of snakes. Here’s the process you would go through to overcome
your fear with progressive desensitization:
i. Look at pictures of snakes on Google Images
ii. Talk about snakes with your friends
iii. Go to a zoo and visit the snake room
iv. Put your hand against the glass window of a snake
v. Find a friend who has a snake and ask to hold the snake in a cage or tank
vi. Hold the snake in your hand
vii. Let the snake wrap itself around your legs or arms
3. Do something you’re afraid of
a. Progressive Desensitization is like going to a college class to learn a new
language; you learn slowly over time how to deal with new situations. Doing the
thing you’re most afraid of is like moving to a new country to learn a new
language; you have to learn quicker. Afraid of Skydiving? Go sign up; where I live
it’s like $200 for a once-in-a-lifetime experience and to overcome that fear. Just
skip the pulling off the bandaid slowly and rip it off!
4. Get Rejected
a. The best way to overcome rejection is to get rejected a lot. There’s something
called the 100-person challenge and it’s where you aim to talk to 100 new people
within 30 days. By the end of 30 days, you’ll have built up your conversation skills
you’re ready to try challenge #2. That is the 100 day challenge, only you have to
talk to 100 cute girls and ask them out on dates. YOU WILL GET REJECTED
MANY TIMES. However, you’ll build up your confidence and slowly get better at
handling rejection.
5. Visualize what you want
a. One of the best ways to become more confident is to visualize what you want.
Think of someone who has no confidence; one of their largest characteristic traits
is not knowing what they want. Instead; flip it around and know what you want to
increase your confidence!
6. Affirm yourself every day
a. Use affirmations to help yourself visualize! Just say stuff like this to yourself, write
it down, or even think it:
i. I am in control of my life
ii. Good things are going to happen today
iii. I’m going to help a lot of people today
iv. I was made for greatness
v. Opportunities will arise today that make me better
7. Lift Heavy
a. Lifting heavy weights will increase your testosterone levels, which of course is
correlated to confidence levels. Also, it’ll make you feel more confident because
you are literally becoming a better version of yourself!
8. Dress Better
a. If you dress sloppy, you’ll think of yourself as sloppy. Wear something that shows
you off, and you’ll have to have the confidence to back it up! Do some laundry or
go shopping if needed :)
9. Pick your music wisely
a. Listening to music can train your brain to think certain ways. If you’re listening to
music where the main chorus is “I just can’t get anywhere in life” guess what?
You won’t! Your brain remembers the tiniest things and you can prime it with
music. Instead, listen to uplifting, powerful, and encouraging music to become
more confident!
10. Make a self-esteem playlist
a. To get an even better effect, make a playlist with the kind of music discussed in
the previous step so you can turn it on for an instant dopamine and confidence
boost anytime you need it.
11. Good posture
a. Practice good posture, it’ll be healthier and you’ll also have more confidence.
12. Good body language
a. Keep your body language open, never cross your arms, stand straight up, and
always keep your chin up. Body language is actually one of the things you can
“fake till you make” because your brain will realize your posture and send
hormones accordingly. If you have confident body language, your brain will
release confident hormones.
13. 30 second victory pose
a. When you are feeling down, stand with your feet about 2x shoulder height, put
your hands in the air as high as they will go, making your body an X and lift your
head up. Now, take a big breath in, and let it out really slowly. While doing this;
recite an affirmation and you’ll instantly be more confident. Professional athletes
are trained to perform this “power pose” before an event to prime their brain for
success!
14. Keep the best, forget the rest (selective memory)
a. Use Selective Memory to forget all the bad things that have happened in the past
and keep the best. This allows you to stay optimistic and will help with your
confidence in the future. You can’t be confident if you don’t have something to
look forward to; and you can’t have something to look forward to if you’re dwelling
on the past.
15. Write down your insecurities and joke about the ones you can’t
change
a. Here’s a simple 3-step process to help with your insecurities.
i. Write down all your insecurities; things you think other people will make
fun of you about.
ii. The ones that you don’t have control over; circle them and find a way to
joke about them. I can’t change my weird hairline; so I joke about it and
over time… I’m just not worried about it anymore.
iii. The ones you can control; underline them and come up with a way to
change them. I can control my weight to an extent. I can control my
haircut. I can control my rudeness.
16. Join a fight-club, MMA, or other contact sport
a. This is related to weightlifting, but will increase your testosterone even more.
Like, it’ll skyrocket your testosterone levels. It’s been tested and hand-to-hand
combat with other guys is in the top 3 ways to increase your testosterone and
that will increase your confidence. Be careful though… there’s a thin line between
confidence and arrogance!
17. Intermittent Fasting
a. This will help you gain control of your eating levels; as well as give you CRAZY
motivation. For me, I have insane confidence when I am ready to take on the
day… and that comes with motivation. Just don’t eat for around 4-5 hours after
you wake up and don’t eat ~4 hours before you go to bed. Also, talk to a doctor
before making any major changes to your diet - as this is not for everyone.
18. Get off Social media so much
a. Being on social media; and seeing the best parts of other people’s lives will
ultimately depress you and make you wonder why you aren’t living such a cool
life. The secret is that people who post things like that deal with the same stuff
you deal with - they just don’t share it. Stop priming your brain with unsuccessful
comparison. Spend more time having fun :)
19. Surround yourself with confident people
a. Everyone knows the famous saying by Jim Rohn “You are the sum of the 5
people you spend most of your time around”. Well, it’s true, and it works for
confidence too. Some people think they can trick themselves; sticking around
people who think they are worthless so they feel confident by comparison… but
you want to be around people who are even more confident than you are and
want to be!
20. Get rid of negative people
a. There are a lot of negative people in this world, and letting them hold you back
just by being around you is something you’ll regret when you’re 80. Even if
they’re family, find a way to spend less time around them ASAP.
21. Celebrate your wins!
a. I don’t mean gloating, but when you have a win… publicly celebrate it! Let people
know you had an achievement and are celebrating it. It’ll give you motivation to
keep working hard and also boost your confidence in your own abilities!
22. Keep your goals secret
a. Some people actually talk more than they walk. The reality is that most people do
this. Be different by not talking about your goals to everyone; because
psychologically we get more satisfaction from telling people than actually
achieving them. So, keep your goals secret until you have the meat to show.
23. Wake up every morning with 5 things you’re grateful for
a. Very easy one, but will put you in the mindset that you’re blessed and grateful.
This primes your brain for even more great things to happen in the day. Is it
easier to be confident when you wake up and go “I don’t have any feet, the sun
won’t shine today, and I’m hungry” or to say “I’m so glad I have arms, that there
is grey sky so I can appreciate the blue sky, and I’m going to have the best
breakfast in a few minutes”? You choose!
24. Compliment Others
a. Complimenting others not only makes them feel good, but it also makes you feel
wonderful! By helping other people out, you’ll slowly gain their favor and also
increase your confidence! It works, trust me :)
25. Know how to accept compliments
a. Along with giving compliments, you also need to know how to respectfully accept
them. Most people shrug them off “yeah, thanks, but really it wasn’t me”. I don’t
mean to boast, but freaking own that compliment. “Yeah, you’re right, I love these
shoes, they feel comfortable and I knew I had to buy them!”.
26. Read
a. Feed your brain knowledge and it’ll reward you with confidence. Knowing more
things and understanding the world better always helps with confidence.
27. Learn
a. Everyone is curious in some manner. If you don’t learn, you’re opening your brain
for depression. Instead, learn something new everyday and keep those itchy
neurons firing to increase your confidence!

Digital Analytics for Marketing Professionals: Marketing Analytics in Theory Orientation Quiz-1

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