{"id":538,"date":"2021-10-19T16:51:50","date_gmt":"2021-10-19T20:51:50","guid":{"rendered":"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/?post_type=back-matter&#038;p=538"},"modified":"2021-10-27T14:10:28","modified_gmt":"2021-10-27T18:10:28","slug":"appendix-text-descriptions-of-figures","status":"publish","type":"back-matter","link":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/back-matter\/appendix-text-descriptions-of-figures\/","title":{"raw":"Appendix: Text Descriptions of Figures","rendered":"Appendix: Text Descriptions of Figures"},"content":{"raw":"<h1>Figure 2.2 Types of Segmentation<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/chapter-2-understanding-the-digital-consumer#fig2.2backlink\">&#8617;<\/a><\/h1>\r\n<h2>By Behavior<\/h2>\r\n<ul>\r\n \t<li>benefits sought from the product<\/li>\r\n \t<li>how often the product is used (usage rate)<\/li>\r\n \t<li>usage situation (daily use, holiday use, etc.)<\/li>\r\n \t<li>buyer\u2019s status and loyalty to product (non-user, potential user, first-time user, regular user)<\/li>\r\n<\/ul>\r\n<h2>By Demographics<\/h2>\r\n<ul>\r\n \t<li>age\/generation<\/li>\r\n \t<li>income<\/li>\r\n \t<li>gender<\/li>\r\n \t<li>family life cycle<\/li>\r\n \t<li>ethnicity<\/li>\r\n \t<li>family size<\/li>\r\n \t<li>occupation<\/li>\r\n \t<li>education<\/li>\r\n \t<li>nationality<\/li>\r\n \t<li>religion<\/li>\r\n \t<li>social class<\/li>\r\n<\/ul>\r\n<h2>By Geography<\/h2>\r\n<ul>\r\n \t<li>region (continent, country, state, neighborhood)<\/li>\r\n \t<li>size of city or town<\/li>\r\n \t<li>population density<\/li>\r\n \t<li>climate<\/li>\r\n<\/ul>\r\n<h2>By Psychographics<\/h2>\r\n<ul>\r\n \t<li>activities<\/li>\r\n \t<li>interests<\/li>\r\n \t<li>opinions<\/li>\r\n \t<li>values<\/li>\r\n \t<li>attitudes<\/li>\r\n \t<li>lifestyles<\/li>\r\n<\/ul>\r\n<h1>Figure 2.3 RV Betty<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/chapter-2-understanding-the-digital-consumer#fig2.3backlink\">&#8617;<\/a><\/h1>\r\n<span style=\"font-size: 1em\">Betty lives in the suburb of a large Canadian city. She and her husband have both recently retired. One of their life dreams is to travel across North America during their retirement. While she doesn\u2019t consider herself wealthy, she and her husband have saved enough during their lifetime to make their dream a reality and enjoy their retirement.<\/span>\r\n\r\nBetty is worried about how to travel in an RV: how to find utility hookups, where to stay when you have an RV, what happens if you blow a tire, how to plan her routes... She wants an RV with certain characteristics. Since she is retiring (and older), it has to be comfortable. She plans to spend most of her time in it! She also has a great network of friends, and she would like her friends to spend time with her in the RV, so she is looking at additional sleeping space and plenty of room. Maybe she\u2019d like to host dinner time! All in all, she\u2019d like an RV that makes her experience easy when traveling.\r\n<h1>Figure 4.2 KPIs Example<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.2backlink\">&#8617;<\/a><\/h1>\r\nThe objective is product awareness, which leads to the goals: to have users subscribe to updates and to have users engage with product types and features. Each of these goals is associated with two KPIs. For the goal of having users subscribe to updates, the KPIs are having contact forms be submitted and having email subscribe forms be submitted. For the user engagement goal, the KPIs are virtual mirror use and product content popularity.\r\n<h1>Figure 4.3 AARRR<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.3backlink\">&#8617;<\/a><\/h1>\r\n<strong>Acquisition<\/strong>: How do your customers find you?\r\n\r\n<strong>Activation<\/strong>: How quickly can you get to your customer\u2019s \u201cAha moment\u201d?\r\n\r\n<strong>Retention<\/strong>: How many of your customers are you retaining, and why are you losing the others?\r\n\r\n<strong>Referral<\/strong>: How can you turn your customers into advocates?\r\n\r\n<strong>Revenue<\/strong>: How can you increase revenue?\r\n<h1>Figure 4.4 RACE Goals<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.4backlink\">&#8617;<\/a><\/h1>\r\n<ol>\r\n \t<li>Reach: Create awareness; drive visits; create positive interactions.<\/li>\r\n \t<li>Act: Generate leads.<\/li>\r\n \t<li>Convert: Convert lead to paying customer; create loyalty.<\/li>\r\n \t<li>Engage: Create advocates.<\/li>\r\n<\/ol>\r\n<h1>Figure 4.8 Conversion Path - 2nd Example<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.8backlink\">&#8617;<\/a><\/h1>\r\n<h2>Path 1<\/h2>\r\n<ol>\r\n \t<li>Reach\r\n<ul>\r\n \t<li>sponsored Instagram ad<\/li>\r\n \t<li>outbound 1<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Act\r\n<ul>\r\n \t<li>giveaway on Instagram<\/li>\r\n \t<li>inbound 1<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Convert\r\n<ul>\r\n \t<li>retargeting email campaign<\/li>\r\n \t<li>outbound 2<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Engage\r\n<ul>\r\n \t<li>create entertaining content<\/li>\r\n \t<li>inbound 2<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ol>\r\n<h2>Path 2<\/h2>\r\n<ol>\r\n \t<li>Reach\r\n<ul>\r\n \t<li>SEO keywords<\/li>\r\n \t<li>inbound 3<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Act\r\n<ul>\r\n \t<li>blog post with opt-in<\/li>\r\n \t<li>inbound 4<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Convert\r\n<ul>\r\n \t<li>retargeted Facebook ad<\/li>\r\n \t<li>outbound 3<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>Engage\r\n<ul>\r\n \t<li>create informative content<\/li>\r\n \t<li>inbound 5<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ol>\r\n<h1>Figure 4.9 RACE<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.9backlink\">&#8617;<\/a><\/h1>\r\n<ol>\r\n \t<li>Plan: Define your goals and strategy.<\/li>\r\n \t<li>Reach: Grow your audience using paid, owned and earned media.<\/li>\r\n \t<li>Act: Prompt interactions, subscribers, and leads.<\/li>\r\n \t<li>Convert: Achieve sales online or offline.<\/li>\r\n \t<li>Engage: Encourage repeat business.<\/li>\r\n<\/ol>\r\nRe-automate: Continue to cycle through the stages.\r\n<h1>Figure 5.18 Longtail Keywords and Conversion Rate<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/reach-generating-awareness-and-attracting-visitors#fig5.18backlink\">&#8617;<\/a><\/h1>\r\nA graph showing search volume vs. conversion rate. In the upper left, the search \u201ctomato plant,\u201d with an average of 22,000 monthly searches, has a very high search volume and a very low conversion rate. \u201cWhen to plant tomatoes,\u201d with 3,600 monthly searches on average, falls more toward the middle of the graph. The long tail, where conversion rate is high and search volume is low, is formed by the search \u201cwhy are my tomato plants turning yellow,\u201d which has only 390 average monthly searches.<\/span>\r\n<h1>Figure 5.19 Facebook Ad Objectives<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/reach-generating-awareness-and-attracting-visitors#fig5.19backlink\">&#8617;<\/a><\/h1>\r\n<table style=\"border-collapse: collapse;width: 100%\" border=\"0\">\r\n<tbody>\r\n<tr>\r\n<th style=\"width: 33.3333%\" scope=\"col\">Awareness<\/th>\r\n<th style=\"width: 33.3333%\" scope=\"col\">Consideration<\/th>\r\n<th style=\"width: 33.3333%\" scope=\"col\">Conversion<\/th>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 33.3333%\">Brand awareness<\/td>\r\n<td style=\"width: 33.3333%\">Traffic<\/td>\r\n<td style=\"width: 33.3333%\">Conversions<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 33.3333%\">Reach<\/td>\r\n<td style=\"width: 33.3333%\">Engagement<\/td>\r\n<td style=\"width: 33.3333%\">Catalog sales<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 33.3333%\"><\/td>\r\n<td style=\"width: 33.3333%\">App installs<\/td>\r\n<td style=\"width: 33.3333%\"><\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 33.3333%\"><\/td>\r\n<td style=\"width: 33.3333%\">Video views<\/td>\r\n<td style=\"width: 33.3333%\"><\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 33.3333%\"><\/td>\r\n<td style=\"width: 33.3333%\">Lead generation<\/td>\r\n<td style=\"width: 33.3333%\"><\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 33.3333%\"><\/td>\r\n<td style=\"width: 33.3333%\">Messages<\/td>\r\n<td style=\"width: 33.3333%\"><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h1>Figure 6.13 Content Calendar<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/act-creating-content#fig6.13backlink\">&#8617;<\/a><\/h1>\r\n<table style=\"border-collapse: collapse;width: 100%;height: 365px\" border=\"0\">\r\n<tbody>\r\n<tr style=\"height: 30px\">\r\n<td style=\"width: 14.2857%;height: 30px\">week<\/td>\r\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">network<\/th>\r\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">time<\/th>\r\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">content type<\/th>\r\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">topic<\/th>\r\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">copy<\/th>\r\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">link<\/th>\r\n<\/tr>\r\n<tr style=\"height: 30px\">\r\n<td style=\"width: 14.2857%;height: 30px\"><strong>week 1<\/strong><\/td>\r\n<td style=\"width: 14.2857%;text-align: center;height: 30px\" colspan=\"6\"><strong>week 1: Monday, date xx\/xx\/xx<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 46px\">\r\n<td style=\"width: 14.2857%;height: 46px\"><\/td>\r\n<td class=\"shaded\" style=\"width: 14.2857%;height: 46px\">Facebook<\/td>\r\n<td style=\"width: 14.2857%;height: 46px\">07:00<\/td>\r\n<td style=\"width: 14.2857%;height: 46px\">New blog post<\/td>\r\n<td style=\"width: 14.2857%;height: 46px\">silent video<\/td>\r\n<td style=\"width: 14.2857%;height: 46px\">Are you optimizing your video for viewing without sound? You should be.<\/td>\r\n<td style=\"width: 14.2857%;height: 46px\">http:\/\/ow.ly.NuSC30c577V<\/td>\r\n<\/tr>\r\n<tr style=\"height: 30px\">\r\n<td style=\"width: 14.2857%;height: 30px\"><\/td>\r\n<td class=\"shaded\" style=\"width: 14.2857%;height: 30px\"><\/td>\r\n<td style=\"width: 14.2857%;height: 30px\">10:00<\/td>\r\n<td style=\"width: 14.2857%;height: 30px\">Curated content<\/td>\r\n<td style=\"width: 14.2857%;height: 30px\">new features<\/td>\r\n<td style=\"width: 14.2857%;height: 30px\">Infinite snaps, loops, and a magic eraser? Woah<\/td>\r\n<td style=\"width: 14.2857%;height: 30px\">http:\/\/ow.ly.HEv30c577V<\/td>\r\n<\/tr>\r\n<tr style=\"height: 76px\">\r\n<td style=\"width: 14.2857%;height: 76px\"><\/td>\r\n<td class=\"shaded\" style=\"width: 14.2857%;height: 76px\"><\/td>\r\n<td style=\"width: 14.2857%;height: 76px\">12:00<\/td>\r\n<td style=\"width: 14.2857%;height: 76px\">Video<\/td>\r\n<td style=\"width: 14.2857%;height: 76px\">music resources<\/td>\r\n<td style=\"width: 14.2857%;height: 76px\">Don\u2019t risk your video being removed or your account killed. Here\u2019s the full list of free resources: http:\/\/ow.ly.tNx530bKlqN<\/td>\r\n<td style=\"width: 14.2857%;height: 76px\">(insert video file)<\/td>\r\n<\/tr>\r\n<tr style=\"height: 92px\">\r\n<td style=\"width: 14.2857%;height: 92px\"><\/td>\r\n<td class=\"shaded\" style=\"width: 14.2857%;height: 92px\"><\/td>\r\n<td style=\"width: 14.2857%;height: 92px\">15:00<\/td>\r\n<td style=\"width: 14.2857%;height: 92px\">Promotion<\/td>\r\n<td style=\"width: 14.2857%;height: 92px\">product launch<\/td>\r\n<td style=\"width: 14.2857%;height: 92px\">Liftmetrix - Hotsuite impact - New name and offerings to help you measure and maximize ROI: http:\/\/ow.ly\/zkjS530bKlqN<\/td>\r\n<td style=\"width: 14.2857%;height: 92px\">http:\/\/ow.ly\/tNx530bKlqN<\/td>\r\n<\/tr>\r\n<tr style=\"height: 61px\">\r\n<td style=\"width: 14.2857%;height: 61px\"><\/td>\r\n<td class=\"shaded\" style=\"width: 14.2857%;height: 61px\"><\/td>\r\n<td style=\"width: 14.2857%;height: 61px\">17:00<\/td>\r\n<td style=\"width: 14.2857%;height: 61px\">Live news<\/td>\r\n<td style=\"width: 14.2857%;height: 61px\">news update<\/td>\r\n<td style=\"width: 14.2857%;height: 61px\">A lot of social media updates happened this month. Let us know your reaction to these ones.<\/td>\r\n<td style=\"width: 14.2857%;height: 61px\">(include CTA link)<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h1>Figure 7.10 Email Automation<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/act-lead-generation-and-lead-nurturing#fig7.10backlink\">&#8617;<\/a><\/h1>\r\nWeek 1: Send email. Possible actions and their consequences:\r\n<ul>\r\n \t<li>An Unsub triggers no further action.<\/li>\r\n \t<li>A Non-Open may optionally trigger resending the email.<\/li>\r\n \t<li>Open, Click, Subscribe moves on to Email 4 (loyalty).<\/li>\r\n \t<li>Open, Click or Abandoned Subscribe will move on to Email 2.<\/li>\r\n<\/ul>\r\nWeek 2: Email 2 (extra incentive)\r\n<ul>\r\n \t<li>An Unsub triggers no further action.<\/li>\r\n \t<li>Open, Click, Subscribe moves on to Email 4 (loyalty).<\/li>\r\n \t<li>Open, Click or Abandoned Subscribe will move on to Email 3 (extra incentive offer ending) and also receive Email 5 (survey).<\/li>\r\n \t<li>Non Open may trigger telesales or a DM<\/li>\r\n<\/ul>\r\nWeek 3: Email 3 (extra incentive offer ending)\r\n<ul>\r\n \t<li>Open, Click, Subscribe moves on to Email 4 (loyalty).<\/li>\r\n<\/ul>\r\n&nbsp;\r\n<h1>Figure 8.2 Funnel<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/convert-conversion-optimization#fig8.2backlink\">&#8617;<\/a><\/h1>\r\nGoals:\r\n<ul>\r\n \t<li>new customer revenue: $5M<\/li>\r\n \t<li>average sales price: $75,000<\/li>\r\n \t<li>closed won contracts: 67<\/li>\r\n<\/ul>\r\n<table style=\"border-collapse: collapse;width: 100%;height: 75px\" border=\"0\">\r\n<tbody>\r\n<tr style=\"height: 30px\">\r\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\"><\/th>\r\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">Inquiries and Web Visits<\/th>\r\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">Leads<\/th>\r\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">MQLs<\/th>\r\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">SQLs<\/th>\r\n<th style=\"width: 8.33335%;height: 30px\" scope=\"col\">Opportunities<\/th>\r\n<td class=\"shaded\" style=\"width: 8.33335%;height: 30px\" scope=\"col\">Closed Won<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<th style=\"width: 16.6667%;height: 15px\" scope=\"col\">Target<\/th>\r\n<td style=\"width: 16.6667%;height: 15px\">9550<\/td>\r\n<td style=\"width: 16.6667%;height: 15px\">9550<\/td>\r\n<td style=\"width: 16.6667%;height: 15px\">1910<\/td>\r\n<td style=\"width: 16.6667%;height: 15px\">382<\/td>\r\n<td style=\"width: 8.33335%;height: 15px\">191<\/td>\r\n<td class=\"shaded\" style=\"width: 8.33335%;height: 15px\">67<\/td>\r\n<\/tr>\r\n<tr style=\"height: 30px\">\r\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">Conversion Rate<\/th>\r\n<td style=\"width: 16.6667%;height: 30px\">10%<\/td>\r\n<td style=\"width: 16.6667%;height: 30px\">20%<\/td>\r\n<td style=\"width: 16.6667%;height: 30px\">20%<\/td>\r\n<td style=\"width: 16.6667%;height: 30px\">50%<\/td>\r\n<td style=\"width: 8.33335%;height: 30px\">35%<\/td>\r\n<td class=\"shaded\" style=\"width: 8.33335%;height: 30px\"><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h1>Figure 8.20 Landing Page Evaluation<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/convert-conversion-optimization#fig8.20backlink\">&#8617;<\/a><\/h1>\r\n<table id=\"tab8.1\" class=\"lines\" style=\"border-collapse: collapse;width: 100%;height: 210px\" border=\"0\">\r\n<tbody>\r\n<tr style=\"height: 15px\">\r\n<th style=\"width: 33.3333%;height: 15px\" scope=\"col\">Page Element<\/th>\r\n<th style=\"width: 60.2843%;height: 15px\" scope=\"col\">Element Content<\/th>\r\n<th style=\"width: 6.3823%;height: 15px\" scope=\"col\">Score<\/th>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Headline<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">\u201cOcean of data instantly becomes security intelligence\u201d<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Subhead<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">Whitepaper download (\u201cThe next generation firewall is here\u201d)<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">2<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Hero shoot<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">Photo of a man holding some paper which is partially obscured<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">1<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Intro<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">\u201cWatchGuard XTM is the Next Generation Firewall of choice for businesses and enterprises alike, providing best-in-class network security at affordable prices\u201d<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Bullets<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">\u201cBlazing fast throughput\u201d\r\n\r\n\u201cBest-in-class security solutions\u201d\r\n\r\n\u201cAdvanced networking features\u201d<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Form header<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">\u201cDownload your whitepaper! Complete the required fields\u201d<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">1<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Form fields<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">Country, province\/state, phone number<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Testimonial<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">\u201cI began using WatchGuard products more than eight years ago...\u201d<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Learn more<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">\u201cLearn more about WatchGuard Dimension\u201d<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Why<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">\u201cBest-in-class security\u201d\r\n\r\n\u201cEasy-to-manage solutions\u201d\r\n\r\n\u201cTake advantage of data for security\u201d<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Privacy statement<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">\u201cWe will never sell your email to any 3rd party or send you nasty spam.\u201d<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Call to action<\/td>\r\n<td style=\"width: 60.2843%;height: 15px\">Get my offer<\/td>\r\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td class=\"shaded\" style=\"width: 33.3333%;height: 15px\">Total<\/td>\r\n<td class=\"shaded\" style=\"width: 60.2843%;height: 15px\"><\/td>\r\n<td class=\"shaded\" style=\"width: 6.3823%;text-align: center;height: 15px\">4<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h1>Figure 9.2 Value Chain<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/engage-loyalty-co-creation#fig9.2backlink\">&#8617;<\/a><\/h1>\r\n<table style=\"border-collapse: collapse;width: 100%\" border=\"0\">\r\n<tbody>\r\n<tr>\r\n<th style=\"width: 50%\" scope=\"col\">Activity<\/th>\r\n<th style=\"width: 50%\" scope=\"col\">Co-created value<\/th>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%\">Market search<\/td>\r\n<td style=\"width: 50%\">Online communities<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%\">Design and innovation<\/td>\r\n<td style=\"width: 50%\">Lead user innovation<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%\">Production<\/td>\r\n<td style=\"width: 50%\">User-generated content and funding<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%\">Marketing<\/td>\r\n<td style=\"width: 50%\">Seeding on blogs<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%\">Sales<\/td>\r\n<td style=\"width: 50%\">eWOM<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%\">Customer support<\/td>\r\n<td style=\"width: 50%\">User tech support<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h1>Table for Exercises in Chapters 4<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#exch4\">&#8617;<\/a>, 5<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/reach-generating-awareness-and-attracting-visitors#exch5\">&#8617;<\/a>, and 6<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/act-creating-content#exch6\">&#8617;<\/a><\/h1>\r\n<table class=\"lines\" style=\"border-collapse: collapse;width: 100%;height: 75px\" border=\"0\">\r\n<tbody>\r\n<tr style=\"height: 15px\">\r\n<td style=\"width: 20%;text-align: center;height: 15px\"><\/td>\r\n<th style=\"width: 80%;height: 15px;text-align: center\" colspan=\"4\" scope=\"colgroup\">Stage of Journey<\/th>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<td style=\"width: 20%;text-align: center;height: 15px\"><\/td>\r\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"col\">Awareness<\/th>\r\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"col\">Active Evaluation<\/th>\r\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"col\">Purchase<\/th>\r\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"col\">Loyalty<\/th>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"row\"><strong>Concrete actions<\/strong><\/th>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\r\n<ul>\r\n \t<li>check local influencers<\/li>\r\n \t<li>search on Google for information about working out<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\r\n<ul>\r\n \t<li>compare atmosphere and interiors of different gyms based on pictures<\/li>\r\n \t<li>check online reviews<\/li>\r\n \t<li>get more information about programs<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\r\n<ul>\r\n \t<li>check for promotions<\/li>\r\n \t<li>go online and complete transaction<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\r\n<ul>\r\n \t<li>share referral code with friends<\/li>\r\n \t<li>post pictures from workouts online<\/li>\r\n<\/ul>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"row\"><strong>Touchpoints<\/strong><\/th>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\r\n<ul>\r\n \t<li>Instagram<\/li>\r\n \t<li>Google search<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\r\n<ul>\r\n \t<li>Instagram<\/li>\r\n \t<li>Google<\/li>\r\n \t<li>Yelp<\/li>\r\n \t<li>direct visits<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\r\n<ul>\r\n \t<li>coupon websites<\/li>\r\n \t<li>direct visits<\/li>\r\n<\/ul>\r\n<\/td>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\r\n<ul>\r\n \t<li>Facebook<\/li>\r\n \t<li>Instagram<\/li>\r\n<\/ul>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 15px\">\r\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"row\"><strong>Opportunities<\/strong><\/th>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: middle\">&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;<\/td>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: middle\"><\/td>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: middle\"><\/td>\r\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: middle\"><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>","rendered":"<h1>Figure 2.2 Types of Segmentation<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/chapter-2-understanding-the-digital-consumer#fig2.2backlink\">&#8617;<\/a><\/h1>\n<h2>By Behavior<\/h2>\n<ul>\n<li>benefits sought from the product<\/li>\n<li>how often the product is used (usage rate)<\/li>\n<li>usage situation (daily use, holiday use, etc.)<\/li>\n<li>buyer\u2019s status and loyalty to product (non-user, potential user, first-time user, regular user)<\/li>\n<\/ul>\n<h2>By Demographics<\/h2>\n<ul>\n<li>age\/generation<\/li>\n<li>income<\/li>\n<li>gender<\/li>\n<li>family life cycle<\/li>\n<li>ethnicity<\/li>\n<li>family size<\/li>\n<li>occupation<\/li>\n<li>education<\/li>\n<li>nationality<\/li>\n<li>religion<\/li>\n<li>social class<\/li>\n<\/ul>\n<h2>By Geography<\/h2>\n<ul>\n<li>region (continent, country, state, neighborhood)<\/li>\n<li>size of city or town<\/li>\n<li>population density<\/li>\n<li>climate<\/li>\n<\/ul>\n<h2>By Psychographics<\/h2>\n<ul>\n<li>activities<\/li>\n<li>interests<\/li>\n<li>opinions<\/li>\n<li>values<\/li>\n<li>attitudes<\/li>\n<li>lifestyles<\/li>\n<\/ul>\n<h1>Figure 2.3 RV Betty<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/chapter-2-understanding-the-digital-consumer#fig2.3backlink\">&#8617;<\/a><\/h1>\n<p><span style=\"font-size: 1em\">Betty lives in the suburb of a large Canadian city. She and her husband have both recently retired. One of their life dreams is to travel across North America during their retirement. While she doesn\u2019t consider herself wealthy, she and her husband have saved enough during their lifetime to make their dream a reality and enjoy their retirement.<\/span><\/p>\n<p>Betty is worried about how to travel in an RV: how to find utility hookups, where to stay when you have an RV, what happens if you blow a tire, how to plan her routes&#8230; She wants an RV with certain characteristics. Since she is retiring (and older), it has to be comfortable. She plans to spend most of her time in it! She also has a great network of friends, and she would like her friends to spend time with her in the RV, so she is looking at additional sleeping space and plenty of room. Maybe she\u2019d like to host dinner time! All in all, she\u2019d like an RV that makes her experience easy when traveling.<\/p>\n<h1>Figure 4.2 KPIs Example<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.2backlink\">&#8617;<\/a><\/h1>\n<p>The objective is product awareness, which leads to the goals: to have users subscribe to updates and to have users engage with product types and features. Each of these goals is associated with two KPIs. For the goal of having users subscribe to updates, the KPIs are having contact forms be submitted and having email subscribe forms be submitted. For the user engagement goal, the KPIs are virtual mirror use and product content popularity.<\/p>\n<h1>Figure 4.3 AARRR<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.3backlink\">&#8617;<\/a><\/h1>\n<p><strong>Acquisition<\/strong>: How do your customers find you?<\/p>\n<p><strong>Activation<\/strong>: How quickly can you get to your customer\u2019s \u201cAha moment\u201d?<\/p>\n<p><strong>Retention<\/strong>: How many of your customers are you retaining, and why are you losing the others?<\/p>\n<p><strong>Referral<\/strong>: How can you turn your customers into advocates?<\/p>\n<p><strong>Revenue<\/strong>: How can you increase revenue?<\/p>\n<h1>Figure 4.4 RACE Goals<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.4backlink\">&#8617;<\/a><\/h1>\n<ol>\n<li>Reach: Create awareness; drive visits; create positive interactions.<\/li>\n<li>Act: Generate leads.<\/li>\n<li>Convert: Convert lead to paying customer; create loyalty.<\/li>\n<li>Engage: Create advocates.<\/li>\n<\/ol>\n<h1>Figure 4.8 Conversion Path &#8211; 2nd Example<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.8backlink\">&#8617;<\/a><\/h1>\n<h2>Path 1<\/h2>\n<ol>\n<li>Reach\n<ul>\n<li>sponsored Instagram ad<\/li>\n<li>outbound 1<\/li>\n<\/ul>\n<\/li>\n<li>Act\n<ul>\n<li>giveaway on Instagram<\/li>\n<li>inbound 1<\/li>\n<\/ul>\n<\/li>\n<li>Convert\n<ul>\n<li>retargeting email campaign<\/li>\n<li>outbound 2<\/li>\n<\/ul>\n<\/li>\n<li>Engage\n<ul>\n<li>create entertaining content<\/li>\n<li>inbound 2<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h2>Path 2<\/h2>\n<ol>\n<li>Reach\n<ul>\n<li>SEO keywords<\/li>\n<li>inbound 3<\/li>\n<\/ul>\n<\/li>\n<li>Act\n<ul>\n<li>blog post with opt-in<\/li>\n<li>inbound 4<\/li>\n<\/ul>\n<\/li>\n<li>Convert\n<ul>\n<li>retargeted Facebook ad<\/li>\n<li>outbound 3<\/li>\n<\/ul>\n<\/li>\n<li>Engage\n<ul>\n<li>create informative content<\/li>\n<li>inbound 5<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h1>Figure 4.9 RACE<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#fig4.9backlink\">&#8617;<\/a><\/h1>\n<ol>\n<li>Plan: Define your goals and strategy.<\/li>\n<li>Reach: Grow your audience using paid, owned and earned media.<\/li>\n<li>Act: Prompt interactions, subscribers, and leads.<\/li>\n<li>Convert: Achieve sales online or offline.<\/li>\n<li>Engage: Encourage repeat business.<\/li>\n<\/ol>\n<p>Re-automate: Continue to cycle through the stages.<\/p>\n<h1>Figure 5.18 Longtail Keywords and Conversion Rate<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/reach-generating-awareness-and-attracting-visitors#fig5.18backlink\">&#8617;<\/a><\/h1>\n<p>A graph showing search volume vs. conversion rate. In the upper left, the search \u201ctomato plant,\u201d with an average of 22,000 monthly searches, has a very high search volume and a very low conversion rate. \u201cWhen to plant tomatoes,\u201d with 3,600 monthly searches on average, falls more toward the middle of the graph. The long tail, where conversion rate is high and search volume is low, is formed by the search \u201cwhy are my tomato plants turning yellow,\u201d which has only 390 average monthly searches.<\/p>\n<h1>Figure 5.19 Facebook Ad Objectives<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/reach-generating-awareness-and-attracting-visitors#fig5.19backlink\">&#8617;<\/a><\/h1>\n<table style=\"border-collapse: collapse;width: 100%\">\n<tbody>\n<tr>\n<th style=\"width: 33.3333%\" scope=\"col\">Awareness<\/th>\n<th style=\"width: 33.3333%\" scope=\"col\">Consideration<\/th>\n<th style=\"width: 33.3333%\" scope=\"col\">Conversion<\/th>\n<\/tr>\n<tr>\n<td style=\"width: 33.3333%\">Brand awareness<\/td>\n<td style=\"width: 33.3333%\">Traffic<\/td>\n<td style=\"width: 33.3333%\">Conversions<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 33.3333%\">Reach<\/td>\n<td style=\"width: 33.3333%\">Engagement<\/td>\n<td style=\"width: 33.3333%\">Catalog sales<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 33.3333%\"><\/td>\n<td style=\"width: 33.3333%\">App installs<\/td>\n<td style=\"width: 33.3333%\"><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 33.3333%\"><\/td>\n<td style=\"width: 33.3333%\">Video views<\/td>\n<td style=\"width: 33.3333%\"><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 33.3333%\"><\/td>\n<td style=\"width: 33.3333%\">Lead generation<\/td>\n<td style=\"width: 33.3333%\"><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 33.3333%\"><\/td>\n<td style=\"width: 33.3333%\">Messages<\/td>\n<td style=\"width: 33.3333%\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h1>Figure 6.13 Content Calendar<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/act-creating-content#fig6.13backlink\">&#8617;<\/a><\/h1>\n<table style=\"border-collapse: collapse;width: 100%;height: 365px\">\n<tbody>\n<tr style=\"height: 30px\">\n<td style=\"width: 14.2857%;height: 30px\">week<\/td>\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">network<\/th>\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">time<\/th>\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">content type<\/th>\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">topic<\/th>\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">copy<\/th>\n<th style=\"width: 14.2857%;height: 30px\" scope=\"col\">link<\/th>\n<\/tr>\n<tr style=\"height: 30px\">\n<td style=\"width: 14.2857%;height: 30px\"><strong>week 1<\/strong><\/td>\n<td style=\"width: 14.2857%;text-align: center;height: 30px\" colspan=\"6\"><strong>week 1: Monday, date xx\/xx\/xx<\/strong><\/td>\n<\/tr>\n<tr style=\"height: 46px\">\n<td style=\"width: 14.2857%;height: 46px\"><\/td>\n<td class=\"shaded\" style=\"width: 14.2857%;height: 46px\">Facebook<\/td>\n<td style=\"width: 14.2857%;height: 46px\">07:00<\/td>\n<td style=\"width: 14.2857%;height: 46px\">New blog post<\/td>\n<td style=\"width: 14.2857%;height: 46px\">silent video<\/td>\n<td style=\"width: 14.2857%;height: 46px\">Are you optimizing your video for viewing without sound? You should be.<\/td>\n<td style=\"width: 14.2857%;height: 46px\">http:\/\/ow.ly.NuSC30c577V<\/td>\n<\/tr>\n<tr style=\"height: 30px\">\n<td style=\"width: 14.2857%;height: 30px\"><\/td>\n<td class=\"shaded\" style=\"width: 14.2857%;height: 30px\"><\/td>\n<td style=\"width: 14.2857%;height: 30px\">10:00<\/td>\n<td style=\"width: 14.2857%;height: 30px\">Curated content<\/td>\n<td style=\"width: 14.2857%;height: 30px\">new features<\/td>\n<td style=\"width: 14.2857%;height: 30px\">Infinite snaps, loops, and a magic eraser? Woah<\/td>\n<td style=\"width: 14.2857%;height: 30px\">http:\/\/ow.ly.HEv30c577V<\/td>\n<\/tr>\n<tr style=\"height: 76px\">\n<td style=\"width: 14.2857%;height: 76px\"><\/td>\n<td class=\"shaded\" style=\"width: 14.2857%;height: 76px\"><\/td>\n<td style=\"width: 14.2857%;height: 76px\">12:00<\/td>\n<td style=\"width: 14.2857%;height: 76px\">Video<\/td>\n<td style=\"width: 14.2857%;height: 76px\">music resources<\/td>\n<td style=\"width: 14.2857%;height: 76px\">Don\u2019t risk your video being removed or your account killed. Here\u2019s the full list of free resources: http:\/\/ow.ly.tNx530bKlqN<\/td>\n<td style=\"width: 14.2857%;height: 76px\">(insert video file)<\/td>\n<\/tr>\n<tr style=\"height: 92px\">\n<td style=\"width: 14.2857%;height: 92px\"><\/td>\n<td class=\"shaded\" style=\"width: 14.2857%;height: 92px\"><\/td>\n<td style=\"width: 14.2857%;height: 92px\">15:00<\/td>\n<td style=\"width: 14.2857%;height: 92px\">Promotion<\/td>\n<td style=\"width: 14.2857%;height: 92px\">product launch<\/td>\n<td style=\"width: 14.2857%;height: 92px\">Liftmetrix &#8211; Hotsuite impact &#8211; New name and offerings to help you measure and maximize ROI: http:\/\/ow.ly\/zkjS530bKlqN<\/td>\n<td style=\"width: 14.2857%;height: 92px\">http:\/\/ow.ly\/tNx530bKlqN<\/td>\n<\/tr>\n<tr style=\"height: 61px\">\n<td style=\"width: 14.2857%;height: 61px\"><\/td>\n<td class=\"shaded\" style=\"width: 14.2857%;height: 61px\"><\/td>\n<td style=\"width: 14.2857%;height: 61px\">17:00<\/td>\n<td style=\"width: 14.2857%;height: 61px\">Live news<\/td>\n<td style=\"width: 14.2857%;height: 61px\">news update<\/td>\n<td style=\"width: 14.2857%;height: 61px\">A lot of social media updates happened this month. Let us know your reaction to these ones.<\/td>\n<td style=\"width: 14.2857%;height: 61px\">(include CTA link)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h1>Figure 7.10 Email Automation<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/act-lead-generation-and-lead-nurturing#fig7.10backlink\">&#8617;<\/a><\/h1>\n<p>Week 1: Send email. Possible actions and their consequences:<\/p>\n<ul>\n<li>An Unsub triggers no further action.<\/li>\n<li>A Non-Open may optionally trigger resending the email.<\/li>\n<li>Open, Click, Subscribe moves on to Email 4 (loyalty).<\/li>\n<li>Open, Click or Abandoned Subscribe will move on to Email 2.<\/li>\n<\/ul>\n<p>Week 2: Email 2 (extra incentive)<\/p>\n<ul>\n<li>An Unsub triggers no further action.<\/li>\n<li>Open, Click, Subscribe moves on to Email 4 (loyalty).<\/li>\n<li>Open, Click or Abandoned Subscribe will move on to Email 3 (extra incentive offer ending) and also receive Email 5 (survey).<\/li>\n<li>Non Open may trigger telesales or a DM<\/li>\n<\/ul>\n<p>Week 3: Email 3 (extra incentive offer ending)<\/p>\n<ul>\n<li>Open, Click, Subscribe moves on to Email 4 (loyalty).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h1>Figure 8.2 Funnel<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/convert-conversion-optimization#fig8.2backlink\">&#8617;<\/a><\/h1>\n<p>Goals:<\/p>\n<ul>\n<li>new customer revenue: $5M<\/li>\n<li>average sales price: $75,000<\/li>\n<li>closed won contracts: 67<\/li>\n<\/ul>\n<table style=\"border-collapse: collapse;width: 100%;height: 75px\">\n<tbody>\n<tr style=\"height: 30px\">\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\"><\/th>\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">Inquiries and Web Visits<\/th>\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">Leads<\/th>\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">MQLs<\/th>\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">SQLs<\/th>\n<th style=\"width: 8.33335%;height: 30px\" scope=\"col\">Opportunities<\/th>\n<td class=\"shaded\" style=\"width: 8.33335%;height: 30px\" scope=\"col\">Closed Won<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<th style=\"width: 16.6667%;height: 15px\" scope=\"col\">Target<\/th>\n<td style=\"width: 16.6667%;height: 15px\">9550<\/td>\n<td style=\"width: 16.6667%;height: 15px\">9550<\/td>\n<td style=\"width: 16.6667%;height: 15px\">1910<\/td>\n<td style=\"width: 16.6667%;height: 15px\">382<\/td>\n<td style=\"width: 8.33335%;height: 15px\">191<\/td>\n<td class=\"shaded\" style=\"width: 8.33335%;height: 15px\">67<\/td>\n<\/tr>\n<tr style=\"height: 30px\">\n<th style=\"width: 16.6667%;height: 30px\" scope=\"col\">Conversion Rate<\/th>\n<td style=\"width: 16.6667%;height: 30px\">10%<\/td>\n<td style=\"width: 16.6667%;height: 30px\">20%<\/td>\n<td style=\"width: 16.6667%;height: 30px\">20%<\/td>\n<td style=\"width: 16.6667%;height: 30px\">50%<\/td>\n<td style=\"width: 8.33335%;height: 30px\">35%<\/td>\n<td class=\"shaded\" style=\"width: 8.33335%;height: 30px\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h1>Figure 8.20 Landing Page Evaluation<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/convert-conversion-optimization#fig8.20backlink\">&#8617;<\/a><\/h1>\n<table id=\"tab8.1\" class=\"lines\" style=\"border-collapse: collapse;width: 100%;height: 210px\">\n<tbody>\n<tr style=\"height: 15px\">\n<th style=\"width: 33.3333%;height: 15px\" scope=\"col\">Page Element<\/th>\n<th style=\"width: 60.2843%;height: 15px\" scope=\"col\">Element Content<\/th>\n<th style=\"width: 6.3823%;height: 15px\" scope=\"col\">Score<\/th>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Headline<\/td>\n<td style=\"width: 60.2843%;height: 15px\">\u201cOcean of data instantly becomes security intelligence\u201d<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Subhead<\/td>\n<td style=\"width: 60.2843%;height: 15px\">Whitepaper download (\u201cThe next generation firewall is here\u201d)<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">2<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Hero shoot<\/td>\n<td style=\"width: 60.2843%;height: 15px\">Photo of a man holding some paper which is partially obscured<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">1<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Intro<\/td>\n<td style=\"width: 60.2843%;height: 15px\">\u201cWatchGuard XTM is the Next Generation Firewall of choice for businesses and enterprises alike, providing best-in-class network security at affordable prices\u201d<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Bullets<\/td>\n<td style=\"width: 60.2843%;height: 15px\">\u201cBlazing fast throughput\u201d<\/p>\n<p>\u201cBest-in-class security solutions\u201d<\/p>\n<p>\u201cAdvanced networking features\u201d<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Form header<\/td>\n<td style=\"width: 60.2843%;height: 15px\">\u201cDownload your whitepaper! Complete the required fields\u201d<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">1<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Form fields<\/td>\n<td style=\"width: 60.2843%;height: 15px\">Country, province\/state, phone number<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Testimonial<\/td>\n<td style=\"width: 60.2843%;height: 15px\">\u201cI began using WatchGuard products more than eight years ago&#8230;\u201d<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Learn more<\/td>\n<td style=\"width: 60.2843%;height: 15px\">\u201cLearn more about WatchGuard Dimension\u201d<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Why<\/td>\n<td style=\"width: 60.2843%;height: 15px\">\u201cBest-in-class security\u201d<\/p>\n<p>\u201cEasy-to-manage solutions\u201d<\/p>\n<p>\u201cTake advantage of data for security\u201d<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Privacy statement<\/td>\n<td style=\"width: 60.2843%;height: 15px\">\u201cWe will never sell your email to any 3rd party or send you nasty spam.\u201d<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"border\" style=\"width: 33.3333%;height: 15px\">Call to action<\/td>\n<td style=\"width: 60.2843%;height: 15px\">Get my offer<\/td>\n<td style=\"width: 6.3823%;height: 15px;text-align: center\">0<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<td class=\"shaded\" style=\"width: 33.3333%;height: 15px\">Total<\/td>\n<td class=\"shaded\" style=\"width: 60.2843%;height: 15px\"><\/td>\n<td class=\"shaded\" style=\"width: 6.3823%;text-align: center;height: 15px\">4<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h1>Figure 9.2 Value Chain<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/engage-loyalty-co-creation#fig9.2backlink\">&#8617;<\/a><\/h1>\n<table style=\"border-collapse: collapse;width: 100%\">\n<tbody>\n<tr>\n<th style=\"width: 50%\" scope=\"col\">Activity<\/th>\n<th style=\"width: 50%\" scope=\"col\">Co-created value<\/th>\n<\/tr>\n<tr>\n<td style=\"width: 50%\">Market search<\/td>\n<td style=\"width: 50%\">Online communities<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 50%\">Design and innovation<\/td>\n<td style=\"width: 50%\">Lead user innovation<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 50%\">Production<\/td>\n<td style=\"width: 50%\">User-generated content and funding<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 50%\">Marketing<\/td>\n<td style=\"width: 50%\">Seeding on blogs<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 50%\">Sales<\/td>\n<td style=\"width: 50%\">eWOM<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 50%\">Customer support<\/td>\n<td style=\"width: 50%\">User tech support<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h1>Table for Exercises in Chapters 4<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/introduction-to-digital-strategy#exch4\">&#8617;<\/a>, 5<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/reach-generating-awareness-and-attracting-visitors#exch5\">&#8617;<\/a>, and 6<a href=\"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/chapter\/act-creating-content#exch6\">&#8617;<\/a><\/h1>\n<table class=\"lines\" style=\"border-collapse: collapse;width: 100%;height: 75px\">\n<tbody>\n<tr style=\"height: 15px\">\n<td style=\"width: 20%;text-align: center;height: 15px\"><\/td>\n<th style=\"width: 80%;height: 15px;text-align: center\" colspan=\"4\" scope=\"colgroup\">Stage of Journey<\/th>\n<\/tr>\n<tr style=\"height: 15px\">\n<td style=\"width: 20%;text-align: center;height: 15px\"><\/td>\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"col\">Awareness<\/th>\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"col\">Active Evaluation<\/th>\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"col\">Purchase<\/th>\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"col\">Loyalty<\/th>\n<\/tr>\n<tr style=\"height: 15px\">\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"row\"><strong>Concrete actions<\/strong><\/th>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\n<ul>\n<li>check local influencers<\/li>\n<li>search on Google for information about working out<\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\n<ul>\n<li>compare atmosphere and interiors of different gyms based on pictures<\/li>\n<li>check online reviews<\/li>\n<li>get more information about programs<\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\n<ul>\n<li>check for promotions<\/li>\n<li>go online and complete transaction<\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\n<ul>\n<li>share referral code with friends<\/li>\n<li>post pictures from workouts online<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"row\"><strong>Touchpoints<\/strong><\/th>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\n<ul>\n<li>Instagram<\/li>\n<li>Google search<\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\n<ul>\n<li>Instagram<\/li>\n<li>Google<\/li>\n<li>Yelp<\/li>\n<li>direct visits<\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\n<ul>\n<li>coupon websites<\/li>\n<li>direct visits<\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: top\">\n<ul>\n<li>Facebook<\/li>\n<li>Instagram<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr style=\"height: 15px\">\n<th style=\"width: 20%;text-align: center;height: 15px\" scope=\"row\"><strong>Opportunities<\/strong><\/th>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: middle\">&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/td>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: middle\"><\/td>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: middle\"><\/td>\n<td style=\"width: 20%;text-align: left;height: 15px;vertical-align: middle\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"author":45,"menu_order":4,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"back-matter-type":[],"contributor":[],"license":[],"class_list":["post-538","back-matter","type-back-matter","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/back-matter\/538","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/back-matter"}],"about":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/types\/back-matter"}],"author":[{"embeddable":true,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/users\/45"}],"version-history":[{"count":39,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/back-matter\/538\/revisions"}],"predecessor-version":[{"id":723,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/back-matter\/538\/revisions\/723"}],"metadata":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/back-matter\/538\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/media?parent=538"}],"wp:term":[{"taxonomy":"back-matter-type","embeddable":true,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/back-matter-type?post=538"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/contributor?post=538"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/license?post=538"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}