Week+9a+discussion_MKTG229_F'15_13_Conversions_Ch+19

Week+9a+discussion_MKTG229_F'15_13_Conversions_Ch+19 -...

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start DIGITAL MARKETING MKTG 229
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Session objectives 2 1. Which digital marketing tactics can be tested and improved 2. How to pick the right test for goals and purpose 3. How to improve conversion optimization step-by-step to improve the effectiveness of online marketing efforts
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 Notion of optimization 3 Physical space Virtual space (Conversion Optimization)
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MKTG229_ Centennial college_Course material,CKandil_Fall2015 What can be tested? 4 Email marketing (subject line, call-to-action, test offers and copy) Display and search (creative execution, copy testing) Social media (content, posts, ads, programs) Landing pages (Heading, copy, call-to-action, color, images, offers) eCommerce (product pages, checkout, basket, call to action) L01 Most ad mgt and analytics tools have built-in testing ca- pabilities that serves and draws insights in real-time Most ad mgt and analytics tools have built-in testing ca- pabilities that serves and draws insights in real-time
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Digital Communication and  Performance Metrics  Copyright Roger J. Best, 2012 MBM6 Chapter 10 This digital campaign resulted in 161 responses from recipients. How would  you characterize this level of performance? The figure below shows the results of an e-mail campaign that was designed to  generate leads by targeting managers at Fortune 500 companies. 
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Copyright Roger J. Best, 2012
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