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Digital Marketing (Display Advertising (Metrics (Impressions, Unique…

- - - - Overlay the video without pausing it
      - Video can be paused and ad can expand
  - - - CPA = Cost per Action (Action = conversion)
      - CPM (cost per mille (thousand impressions))
        
        Can include ads "below the fold" (on the page but not visible as the user would have to scroll)
        
        Some publisher provide "viewed impressions". Those the user could actually see.
      - CPC = Cost per click
    - - Bundles remnant (unsold) ad space from premium publishers
      - Bundles ad space from small sites
      - Planned ahead of time
      - Different Specializations
        
        e.g. targets certain demographic groups, for instance, women, Hispanics, and youth
        
        delivery platforms, like video and mobile
        
        offering ad space from premium publishers
        
        some cases it is the publishers themselves who get together to bundle their advertising space
      - In-person or self-serve
        
        Typically you will be assigned an account manager, who will help you find the right way to run your ads
        
        Some ad networks are self-serve. E.g. Google Display Advertising network
      - Targeting is mostly contextual or demographic, although behavioral targeting and other forms of targeting are also possible.
      - Pricing primarily CPM
        
        some specialize in CPC, or cost per click
      - Examples
        
        E.g. Google Display Advertising network, Media.net, Adcash, and the Yahoo! Advertising network
        
        AdMob or InMobi for mobile devices
        
        Youtube (through Adwords), Tubemogul, or Yahoo!’s brightroll for video
    - - Planned ahead of time
      - Preferred by large brand advertisers
      - Typically for larger budgets
      - Primarily context based targeting
      - mostly on a CPM basis
      - More options for customization
        
        creative solutions that are developed with the help of developers of the publisher’s site
        
        Custom ad formats
      - NYTimes, CNN.com, Spiegel.de,...
      - Run by the Ad Operations department
        
        They create an "IO" (Insertion Order) that instructs the ad server to insert the ad in the right content at the right time.
        
        Keep a schedule and manage the sold inventory. They have to makes sure the inventory they sold is actually available.
    - - Auction Based
      - Advertisers buy individual ad spaces
      - Sales happen in real time
      - Targeting is primarily behavioral
      - Intermediaries
      - Ads are charged on an impression basis (CPM)
      - Examples: Doubleclick Ad Exchange (owned by Google), OpenX, and Advertising.com (owned by AOL), Mediahub (self service)
      - buy
        
        To buy on an exchange on needs a seed or a partner
        
        like wholesales
    - - Types and Formats
        
        Instream video ads
        
        played before (pre-roll ad), during (mid-roll ad) or after (post-roll ad) a video
        
        typically cannot be stopped from playing
        
        In some cases, a group of ads will play subsequently. Such a group is sometimes referred to as an Ad Pod
        
        Outstream video ads
        
        Native Video
        
        Integrated into the format of a website. These ads typically include a headline, a description, and context for the ad.
        
        Cruiseship video, but ad beside
        
        In-article Video: Video ad that plays between paragraphs of editorial text content
        
        In-feed Video
        
        ad in a social feed (e.g. Twitter), often paired with a headline, description and logo
        
        Interstitial: Video that appears between two content pages (sometimes also referred to as a transition ad, an intermercial ad or a splash page)
        
        Autoplay Video Ads
        
        Interactive Video Ads
        
        Video ads that respond to user input. That input could be starting, pausing or stopping the ad. But it can also be other actions like clicking, filling out a poll inside the video, etc. The interaction is meant to engage the user more with the ad.
        
        Long Form (>10min) vs. Short Form Video (<10min). Length of the video the ads are being showed in.
        
        Vertical Video
        
        AdWords
        
        TrueView
        
        Instream Ads
        
        Your video ad plays before, during, or after other videos on YouTube and across the Google Display Network
        
        You pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or interacts with your video, whichever comes first.
        
        Discovery Ads
        
        Where can the ads appear
        
        On YouTube search results; Alongside related; YouTube videos; On the YouTube homepage; As an overlay on a YouTube watch page; On video partner sites and apps across the Display Network
        
        You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail
        
        Pay only when users watch or engage
        
        Can appear on both YouTube and other publisher sites in the Display Network for desktop computers and high-end mobile devices.
        
        Bumper Ads
        
        Use this format when you’d like to reach viewers broadly with a short, memorable message
        
        Your bumper video ad is 6 seconds
        
        Bumper ads can appear before other videos on YouTube or on partner sites and apps on the Display Network.
        
        You pay each time your ad is shown 1,000 times (CPM-based)
      - Platforms
        
        YouTube (72%), FB (46%)
        
        Networks
        
        Adapt.tv
        
        Brightroll
        
        YouMe
        
        TubeMogul
      - HowTo
        
        Use the targeting options available to you and make them match your target audience as closely as possible
        
        Higher quality ads will do a better job conveying the quality of your product
        
        Focus on the beginning of the video
        
        In many video platforms, users can skip a video ad after a few seconds. Often, you don’t pay when users skip. Getting your message across in the first few seconds gives you a chance to influence users who skip, or it may help you to capture the user’s attention enough to make them sit through the ad
        
        Make your ad work without audio
        
        Often ads will start playing without audio
        
        Use short video ads
        
        Research shows that 15 second video ads perform well online. Shorter ads (e.g. the 6 second bumper ad on YouTube) are becoming popular as well. While ads shorter than 15 seconds may not give you as much time to put your brand message across, they can be powerful for conversion focused ads as well as remarketing.
        
        Choose the tone of the ad based on your objective
        
        Humor worked best if the objective is to generate awareness about a brand or product. Emotion was more powerful to create brand affinity (or liking), and informational ads did better at converting users to a purchase.
        
        Include a Call to Action
        
        Use the "Youtube Director App"
  - - - CPM would be wasted to too few users
  - - - Where does the data come from?
        
        Registration data
        
        Inferred from browsing behavior
    - - From
        
        IP Address
        
        GPS on the phone
    - - related blogs, websites,...
    - - targets users based on their previous online behavior
        
        based on visiting certain websites,
        
        bought certain products
        
        put a certain product in an online basket
      - collected by third parties, advertising platforms, publishers,...
      - Re-targeting or Re-marketing
        
        Targets user that were already in a desire or action stage but didn't convert
        
        e.g. checked out a product but did not buy it
        
        Targets users based on a specific action on the advertisers website
        
        e.g. an ad that shows the user the product that he was checking out but did not buy
    - - Location is very precise. Could target a close restaurant for example.
  - - - Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors
      - DoubleClick Ad Exchange publisher sites
      - Google sites such as Google Finance, Blogger, and YouTube (Google web search not included)
    - - Content keywords
        
        First, choose words and phrases relevant to your products and services. Then, AdWords looks for sites with content related to your keywords, to show your ads.
        
        Audiences (not always target page but targeted people
        
        Content (not always targeted people but targeted websites)
      - Topics
      - Managed placement
        
        pick individual sites, or mobile apps
    - - affinity audiences
        
        TV-like audiences on a broad scale
      - custom affinity
        
        customers with an affinity for a specific product area
      - in-market audiences
        
        audiences actively shopping for a product or service
      - Audience keywords
        
        reach people likely to be interested in certain terms, based on their current and past browsing behavior.
      - Remarketing
        
        people who have previously visited your website while they visit other sites on the Google Display Network
      - Demographics
  - - - Rich media ads that match people’s location and the content they are seeing, delivering a more compelling message.
    - - Rich interactive formats to reach, delight and engage customers with imagery and compelling messaging in different sizes and formats adjusted to the available ad space.
    - - Non-skippable in-stream video ads (15 secs, sometimes 30 secs) that run in video content of Display Network Partner sites. Note that if you want your entire campaign to be delivered in video, it is better to set it up as a video advertising campaign, which will give you the option to also run your ads on YouTube (which is not possible through the Ad Gallery).
    - - Using text and an image, AdWords adds a bit of animation to attract users’ attention.
    - - Expandable, interactive ads that appear above the promotions tab in Gmail Inboxes.
- - - - practical example
        
        Master View
        
        Test View
        
        Contains own testing data
        
        Raw Data View
        
        To keep the raw data that otherwise would get deleted.
  - - - email
      - pdf
      - by embedding UTM codes the referral will be set correctly
  - - - Entrance pages often come from links from other sites
      - The number of times visitors entered your site through a specific page or set of pages
    - - The percentage of users who leave the site at that page
      - Find out where are disproportional high exit rates and fix it
        
        Test different versions of the page
    - - visits in which the person left your site from the entrance page without interacting with the page.
        
        Reasons
        
        Mismatch between user expectation and what the site offers or the page design does not engage any further (nothing to click,...)
        
        Avarage
        
        45%-55%
    - - The average value of this page or set of pages. Page Value is ((Transaction Revenue + Total Goal Value) divided by unique pageviews for the page or set of pages))
    - - (Macro) Goal
        
        Define what you consider a conversion
        
        Micro Goal
        
        Smaller step that leads to a macro goal
        
        A micro conversion archives a micro goal
        
        E.g. a newsletter signup (micro goal) to promote purchases (the macro goal)
        
        Achived by a Macro-Conversion
        
        E.g. a macro goal is to have users purchase a product
        
        A macro conversion is a completed purchase
        
        A configuration setting that allows you to track the valuable actions, or conversions, that happen on your site or mobile app.
      - Goal Completions
        
        The total number of conversions, or the total number of visitors who have completed all steps defined as part of this goal.
      - Goal Value
        
        The Value produced by goal conversions on your site. This value is calculated by multiplying the number of goal conversions with the value you assigned to each goal
      - The sum of all individual goal completion rates. It is the percent Goal Completion.
        
        The sum of all individual goal completion rates. It is the percent of sessions that resulted in a goal completion.
      - Total Abandonment rate
        
        The rate at which goals were abandoned. Defined as total abandoned funnels divided by total goal starts.
      - Goal types
        
        Destination (A specific location loads)
        
        e.g. Thank you for registering! web page or app screen
        
        Duration (Sessions that lasts a specific amount of time or longer)
        
        10 minutes or longer spent on a support site
        
        Pages/Screens per session (A user views a specific number of pages or screens)
        
        5 pages or screens have been loaded
        
        Event (An action defined as an Event is triggered)
        
        Social recommendation, video play, ad click
      - Smart Goals
        
        help AdWords advertisers to use automated bidding
        
        Analytics automatically evaluates your website or app visits and assigns each a score, with the "best" visits being translated into Smart Goals.
        
        Sometimes, the smart goals that Google Analytics comes up with are not exactly intuitive and unless your site has lots of transactions, the smart goals are not always completely aligned with your business objectives.
        
        https://support.google.com/analytics/answer/6153083
        
        Examples
        
        Betabrand: the ‘thank you for your purchase’ page
        
        BambooHR: the ‘thank you for asking for the demo page’
        
        Ezequiel Farca: the ‘contact page’ (where people can see the architect’s contact information)
        
        In the case of BambooHR, the goal could also be an event goal if you enable the ‘submit’ button as an event.
        
        advertising supported site
        
        Duration goal, or the pages/session goal are at least as important. The longer a user stays on your site, the more ads you can show to that user, generating you more money.
      - 69% of users abandon the chopping cart without purchasing on avarage (according to Baymard Institude)
        
        "Didn't plan on buying"
        
        "shipping costs are too high"
- - - - "The best place to hide a body is page 2 of the Google search." :smiley:
  - - - How many times is it contained in the page?
      - Do the words appear in the title?
      - In the URL? Directly adjacent?
      - Does the page includes synonyms?
      - From quality / low quality / spammer website?
      - Whats the pages page rank? (Page => Larry Page)
        
        How many outside links point to the and how important are those?
      - Head and long tail keywords
        
        Head - Only a few very popular keywords
        
        Large search volume
        
        competitive to rank for => expensive
        
        Make up only 30% of searches in the web
        
        Long tail of less popular keywords
        
        More unique or specific
        
        less competitive => cheaper
        
        Make up 70% of searches in the web
        
        More specific and more able to describe what you offer exactly
        
        Use a combination of head and tail keywords
      - Balance whats important to you with what the customers will search for
      - With branded keywords customers are closer to the action stage in the customer journey
        
        less competitive
        
        make sure customers don't find competitors earlier
      - Use more non-branded keywords (contain company name) as the user might not search for the brand in the awareness stage
      - Keyword research process
        
        Keyword discovery (finding an initial list of keywords)
        
        Identify key topics for the website
        
        Brainstorm a list of keywords that fit that topics (not too long to still be able to focus on optimization)
        
        Use keyword tools
        
        Google Keyword Planner (Free) https://adwords.google.com/home/tools/keyword-planner/
        
        Moz Keyword Explorer https://moz.com/products/pro/keyword-explorer
        
        SEMrush Keyword Research (Paid) https://www.semrush.com/features/keyword-research/
        
        Keyword Tool http://keywordtool.io/
        
        Wordstream (Free) http://www.wordstream.com/keywords
        
        https://www.semrush.com/
        
        trends.google.com
        
        What would the target persona search for?
        
        Evaluating and focusing the keyword list
        
        Use Moz Keyword tool wether the keywords are used by searchers
        
        How competitive are they?
        
        Use a combination of head and tail keywords as a starting point
        
        Use the Moz tool
  - - - Crawling
        
        Reads the source code (does not render the page)
        
        Follows the links
        
        Tags and Sitestructure
        
        browseo.net
        
        check e.g. if "alt-image" tag is missing
        
        Meta tags
        
        title
        
        tells what the page is all about
        
        The title that will be displayed in the search engines results page
        
        Browser tab title
        
        add the brand name to each title
        
        Unique/specific titles for every page
        
        Brief and descriptive (65-75 characters)
        
        Description tag
        
        Summary of page content
        
        135 - 160 characters / 1-2 sentences
        
        Crawlers will first asses the visible content of the page first to learn what the page is all about and only then reference the meta description tag
        
        Search engines might display the information on the serp but may also decide to display a piece of the visible content instead
        
        Use specific description for each page
        
        summarize key information per page
        
        don't repeat the title in the description
        
        Provide high quality, concise descriptions
        
        https://webmasters.googleblog.com/2007/09/improve-snippets-with-meta-description.html
        
        Keyword tags are no longer relevant anymore
        
        Click the down arrow in a search result entry to see the cache and what google analyzed
        
        Picture/Video best practices
        
        Add descriptive caption
        
        Include an alt-tag
        
        Use descriptive file name
        
        Add content that describes the video e.g. transcript or summary
        
        Gives the readers the choice to watch the video or read the text
        
        Helps indexing the video
        
        URLs
        
        Readable by humans
        
        descriptive and concise
        
        Use Keywords
        
        Use a directory structure
        
        fore more: https://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf
        
        Site Structure
        
        Follow a directory structure
        
        Use breadcrumbs
        
        Provide internal links for all pages
        
        This way crawlers can follow the link and index the target page
  - - - https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  - - - Discover new pages
      - Determine where a page should rank in their result
    - - A page is seen as more important if many pages are pointing to it or back link.
      - Backlink = A link from the web pointing to the own page.
      - Backlink from more important sites are seen as more important themselfs
    - - Will be penalized
      - = Black Hat SEO practices
    - - Who is linking to people who are ranking in the top 10
      - Who links to my competition but doesn't link to me?
      - What are sites that are relevant to me that tend to link out?
      - Who are people that cover that types of content that I'm writing about?
      - Make a giant list, why should people link to my? Get in touch, for a relationship. In person, at events, over the web through social media, through email. Hopefully leads to a relationship that ranks their site better.
      - Google tries to represent the real network connections that exist in the real world.
      - What sites are already mention our site and would like to link to it instead?
      - Create content for which you would like to build a link to make backlinks
        
        White Papers
        Product Pages
        How to Guides
        Videos
        Images
        News Articles
      - Who might be interested in featuring your content or product?
        
        Is the site relevant to your content or product?
        
        Does the site fit your target audience?
        
        Does that site have a large audience and lots of traffic?
        
        Finally "Selling" a backlink
        
        Subject: Betabrand Travel Pants Review? [No Bait and Switch - Directly Mention Purpose]
        Body:
        Hi Kara, [Direct Email to a Person]
        I’m excited to have come across your travel blog recently after one of my friends mentioned she was a long-time follower of yours. [Friendly Introduction, But Not Ingenuine]. I am a marketer over at Betabrand where we have been working on a Travel Yoga Pant that I believe would be a great fit for your readers, particularly those that are traveling long distances [Mention Why Product Is Fit For Specific Audience].
        Over the years, women travelers have taken to traveling in style and in comfort by wearing yoga pants. While comfortable, when flying long distances, traditional yoga pants can become rather restrictive and in some instances, caused ankle swelling. [Mention Why Audience Will Care].
        At Betabrand, with the help of our Think Tank collaborators and designer Tony Wloch, we have created the ultimate travel trousers that are both comfortable and versatile, regardless of how long a journey may be.
        I’d love to send you a pair of our Travel Yoga Pants for your review and would welcome a post on your blog, or a mention on social, about your experience with the pants. [Don’t Ask for Positive Review].
        I have provided a link to the product here. [Share Product Link]. Thank you for your consideration. We are looking forward to hearing from you. [Be Professional and Grateful].
        Thank you,
        Anke Marketer, Betabrand Contact Details [Your Details]
    - - https://moz.com/researchtools/ose/
    - - seems to lead to a lot of search queries
      - Bought likes, shares,... don't seem to work
  - - - Onsite
        
        Titles, Keywords, Good descriptions
        
        https://www.screamingfrog.co.uk/seo-spider/
      - Offsite
        
        Backlinks
        
        https://moz.com/researchtools/ose/
    - - Indexed?
        
        site:betabrand.com
        
        https://pingler.com/seo-tools/tools/google-indexed-pages-checker/
      - Site speed (is ranking factor)
        
        https://developers.google.com/speed/pagespeed/insights/
      - Mobile Friendlyness (ranking relevant)
        
        https://testmysite.thinkwithgoogle.com/
    - - Keyword Stuffing or Stacking
        
        Example: Running Shoes, running running shoes shoes shoes
      - Hidden Text
      - Duplicate Content
        
        several websites with similar content or numerous pages with similar content, but using different keywords
- - - - Feeling
      - Doing
      - Seeing
      - Thinking
      - From
        
        Market Research
        
        Obesrvation in their environment
        
        Interviews
    - - Name for reference
        
        Hobbies
        
        Barries
        
        Needs
        
        Goals
        
        Background & Demographics
  - - - Broadcast Channel
      - People search more fore solutions then for brands
    - - Social Channels
    - - Seach Channel (comparing and researching products,...)
    - - Search channels (direct link to product purchase page)
    - - 1:1 Channels
    - - https://www.thinkwithgoogle.com/advertising-channels/video/neutrogena-youtube-advertising-strategy-light-therapy-acne-mask/
      - Different tasks in different stages of the customers journey. Especially in the awareness phase.
  - - - Examples
        
        Generate Leads
        
        Primary KPI: Total new buyer leads
        
        Metrics
        
        Cost per lead
        
        Lead to prospect ratio
        
        Lead source
        
        Lead Quality Score
        
        Drive or increase sales
        
        Lead conversion
        
        Increase customer loyalty
        
        Build a brand
        
        Primary KPI: Website Visitors
        
        Metrics
        
        Inbound Links
        
        Referral Visits
        
        Media Mentions
        
        New Visitors
        
        Returning Visitors
      - SMART
        
        Specific
        
        Measurable
        
        Achievable
        
        Relevant
        
        Time phased
      - KPI
        
        Examples
        
        Marketing ROI
        
        Number of incremental sles
        
        Number of leads
        
        Email engagement score
        
        Is it clear how it is derived?
        
        Does it matter?
        
        useable against a benchmark?
        
        The KPI tells whether you are achieving your marketing objective.
        
        The metrics tell the story behind the KPI.
        
        The metrics tell how the KPI is achieved.
  - - - Types A
        
        1:1
        
        Search
        
        Social
        
        Broadcast (YouTube,...)
      - Types B
        
        Brand
        
        Direct
        
        Search
        
        Social
    - - (P)ayed
      - (O)wned
      - (E)arned
  - - - For: (Target Customer)
        Who: (statement of need / opportunity)
        Our: (product or service / category)
        That: (statement of benefit)
        Unlike: (closest competitor)
        Our offer: (primary differentiator)
- - - - POST
        
        Four steps from Forrester: People, Objective, Stragegy, Technology
        
        What kind of People use the product or service?
        
        What are the objectives?
        
        Listening to gain more insights or gain more awareness?
        
        Strategy / Direction
        
        What technology? => How much time and resources do they take?
      - Talking
        
        Tribe
        
        Define and build segments and personas
        
        Activities: Understand their social activities and footprints
        
        Listen: Understand the conversation landscape
        
        KPI
        
        Investment
        
        Identify time, technology and resources for the social media plan
        
        Network
        
        Discover and engage with influencers
        
        Goals: LInk your efforts to business and marketing objectives
    - - Research and Outreach
      - Content Creation
      - Promote Content
      - Monitor Efforts
      - Tracking Engagement
  - - - 1,7 Mrd monatlich aktive Nutzer
      - Content
        
        Posts with links are shared twice as much as posts without
        
        Posts with pics get 5.5 times more likes
        
        Keep it short 40 - 120 chars
        
        Visual content is prioritized
        
        Exclusive content, special deals or events
        
        Respond to customers. Quickly.
        
        Schedule posts around dates special to your audience
        
        Don't be overly promotional. It's relationship building.
        
        Change cover photo regularly
        
        Use calls to action
        
        Run contests
        
        Engage them in quizzes to learn more about customers
        
        Custom tabs
        
        Use live video
        
        Whenever you share something with the people who like your page, Facebook will share it with a sample to determine how relevant it is to your audience. If many people engage with your content, Facebook will show it to more people. But if not, Facebook will not. When you increase the number of people who like your page, but who do not engage with your content, you might end up losing reach even within a segment that cares.
      - Local business erlaubt Ratings und Navigation zur Adresse
      - Ads
        
        Facebook distinguishes three different objectives
        
        Raising awareness (This includes campaigns to raise brand awareness, local awareness and to maximize reach)
        
        "Recall" Impressions. Delivered to users who are likely to remember the ad.
        
        E.g. a consumer goods company, could use this to make people aware of a new soft drink they introduce in supermarkets
        
        Local awareness to reach people who will remember what they have seen and who are currently located in the specified area
        
        E.g. for a physical store on a specific location.
        
        Reach You maximize the number of people seeing your ad and you care less about strong recall. Allows to set how often the ad will be shown to the same person.
        
        E.g. for political campaigns or advertisers who use a Facebook campaign to supplement a traditional TV or print campaign that already builds a strong brand recall.
        
        Consideration (These are ads that drive traffic to your website, boost the engagement of your posts, increase app downloads or video views and help you collect customer data (leads) to use in follow-up campaigns.)
        
        Traffic To drive traffic to a specific destination inside or outside Facebook, such as a blog post or product information page. Facebook will deliver your ad to the people who are most likely to click on the link.
        
        Engagement
        
        Post engagement – drive the number of comments, shares and likes of a specific Facebook post
        
        Page like – increase the number of people who like your page
        
        Event responses – promote events people can register for
        
        Offer claims – get people to redeem a discount you offer to them (such as percentage off; amount off; ‘buy one, get one free;’ or free items)
        
        App Installs - Campaigns will only be placed on mobile and come with a “Install Now” call to action button
        
        Video views e.g. trailer, image films, commercials. Pay per 1000 impressions or per view (10 sec. video view)
        
        Lead generation campaigns collect contact information such as the email address of your audience, so you can follow up with a specific offer or a newsletter.
        
        Conversion
        
        Conversion (These are ads that increase the conversion on your website or online shop, advertise specific products to users who have interacted with your shop before, or get people to visit your local store.)
        
        Use Facebook pixel on the web page or App Event on the phone app to track conversions
        
        Product catalog sales
        
        Dynamically promote products out of a bigger catalog to people who have engaged with a web store or shopping app before.
        
        Store visits If you want to drive users into one of your stores, you can use the store visits objective to build dynamic ad campaigns that are locally relevant to each store. To set up this campaign type, you must have a Facebook page per location and connect your local pages to your main page.
        
        "Custom Audience" = Ähnliche Zielgruppe basierend auf E-Mail Adressen, ob sie schon mal zur Landing Page weitergeleitet wurden (siehe Target Pixel), mit der App agiert haben (Mobile App Event) oder ob sie schon mal mit der Facebook Page interagiert haben.
        
        Lookalike
        
        Placement
        
        Not mobile friendly=>Desktop only
        
        Physical location or mobile app promotion =>mobile only
        
        Only Instagram
        
        People often see the image before the ad headline or copy
        
        Show product in typical environment
        
        Make it easy for your audience seeing themselfs being a customer
        
        Not too many small details for mobile devices
        
        Test which one works best
        
        Capture your audience’s attention
        
        Reflect your brand’s personality
        
        Use high-resolution images and make sure all important elements are visible
        
        Ad Copy
        
        25 - 40 characters
        
        Be concise and to the point
        
        Why should they care and what do they get
        
        Clear call to action
        
        Create a sense of urgency if applicable
        
        Tailor ad copy and language to audience
        
        separate ads for separate target audiences
        
        Align with creatives and landing page
        
        They should know what to expect on the landing page
        
        Add brand if audience will recognize it for instant credebility
        
        Test different ad copies
    - - 500 Mio active accounts
      - Ask questions to engage people
      - Content
        
        Encourage audience to use your name/hashtag
        
        regularly search own mentions and hashtags
        
        Create contests
        
        Encourage users to submit photos to kick off conversation
        
        Partner with influencers
        
        Re-gram content
        
        ask authors first
        
        Use compelling descriptions
        
        Red Bull: If your friend rode off a cliff... would you?
        
        Use bio space for link to website or offering
    - - 300 Mio active Users
      - Content
        
        Keep it short. One aspect per tweet.
        
        Use visuals
        
        people are three times more likely to engage
        
        Incorporate relevant hashtags
        
        Keywords that are relevant to the business
        
        no more than two or three per tweet
        
        Ask questions and run polls
        
        Be responsive
        
        Tweet the same thing multiple times (http://follows.com/blog/2016/12/tweet-post-multiple-times)
        
        It's an "In the moment" channel
        
        Tie tweets to live events to get boost
        
        "Hey Pharrell can we have our hat back? #Grammies" (The hat is similar to their logo)
    - - 150 Mio daily users
      - 18 - 34 Jahre
      - Content
        
        Use funny Snap captions
        
        Try trackable URLs or unique hashtags
        
        Use offers and promo codes you can track
        
        Use stories (collections of snaps)
        
        E.g. missed connection got announced over Snapchat.
        
        Other studends began to add their own snaps to the story
        
        Use the messaging feature
        
        Call us between 3pm and 4pm => high engagement.
        
        Call a customer and leave message
        
        Personalize your snap code
        
        Generate your Snapchat URL
      - Ads
        
        Only Sponsored Geofilters for self service. Other ads only for big money
    - - Identify those fitting to market
      - Secure partnership
      - Develop campaigns through their platform to reach their audience
      - Tools
        
        Followerwonk for Twitter
      - Buzzsumo
      - Hack in Twitter: Z.B. "Architectur +#prrequest"
      - "Process"
        
        Follow them, engage with them in posts or with shares, make personal connection...
        
        How can I help them growing as influencers? Make suggestion and prepare something ready to use.
    - - Hub and Spokes model
        
        Hub
        
        Company Website or Blog
        
        Derived from pain points, key topics, target keywords
        
        Spokes
        
        Designed to drive audience back to the hub e.g. Social Media Channels
      - Engange
        
        A simple "Thank you." goes a long way.
        
        Think beyond commends, likes, shares => Build a relationship
      - Clean up spam
      - 67% of customers have used social media channels for customer service
        
        Whats the tenor? Do many express frustration?
        
        How many comments are about technical issues?
        
        Create a separate customer service channel if needed.
        
        42% of consumers who complain via social media expect a response within 60 minues
        
        More then 50% of Twitter users expect a response within 2hours.
        
        Customer spend 21% more when they experience excellent customer service
        
        Be sure to be staffed well
    - - Post high value content
      - People subscribe if they know what they can look forward to. Be consistent.
        
        Publish on a predictable schedule
      - Post multiple videos
      - Create a channel trailer
      - Use video thumbnails with consistent branding
      - Share and collaborate with other YouTubers
      - Write short titles with keywords
      - Include a channel description
      - Include video metadata (tags for search,...)
      - Consider transcript (for SEO)
      - Use end cards for "drive to action" (e.g. subscribe, cross promotes other videos, ...)
    - - Art, Interior Design, ...
      - Ads
        
        Promoted Pins optimized for three different campaign objectives: Awareness, Engagement, and Traffic.
    - - Promote employers and jobs and promote products and services
      - Ads
        
        Sponsored Content
        
        Text Ads
        
        targeting
        
        experience, Groups, education,...
  - - - sparks product ideas
        
        saw people struggling with products at farmers markets=>created special bag
        
        Limited run sold out in less than 48 hours
  - - - Avarage business spends 9.4% of marketing budget on social media
        
        Expected to grow to 21.4 in five years
      - Personnel
        
        At least 1 person for strategy
        
        Consultant, Freelancer or fulltime for implementation
      - Software and Tools
        
        e.g. Hootsuite
        
        Project management system
        
        Analytics
        
        Content Hosting
        
        Creative software e.g. Adobe creative cloud
      - Training & Education
      - Creative
        
        Look & Feel of social media presence
      - Content
        
        Copy Writers & Copy Editors
    - - Pf = Item being forwarded
        
        People want to increase their "social currency". / Share content that makes them look good.
        
        It triggers something from the top of their mind
        
        Evokes emotion (e.g. humor or other). Strong emotions often trigger sharing.
        
        In keeping with what others are doing.
        
        Practical value / news people can use.
        
        People love stories
      - N = Number of people who see that forwarded item
        
        harder to influence
        
        targeting influencers for more visibility (especially on Twitter)
        
        Boosting (paying) posts on Facebook
      - Pv = probability that those who see it also view it or engage with it
        
        make it appealing to watch
        
        A/B testing titles, formats, media, description
      - Example: Evian roller babies campaign
        
        Pf = 0.05 (5000 / 100.000) 100K fans see the video. 5000 people re-post the video.
        
        N=100 (let’s assume for every re-post an extra 100 people see the video)
        
        Pv=0.25 ( assume that 25% of people who see the video link, watch the full video.)
        
        The number of additional views Evian can expect from every video view is 1,25.
        X=1.25 (0.05 x 100 x 0.25) = 125000 additional views
  - - - Auction for an audience among other advertisers
        
        CPM (cost per mille) / impressions
        
        e.g. $1 for every 1000 impressions
        
        CPC (cost per click)
- - - - 41 - 50 characters perform the best. Longer lines are sometimes cut off in mobile clients.
      - Short, compelling, personalized, not misleading.
    - - Add prompt to add the sender to an address book. When customers do this, it ensures that the emails from that sender are not marked as spam or filtered into a “Promotions/Ad” category.
    - - Should be well structured / have a good hierarchy
      - Should have a clear call to action
      - Less important information should be in smaller font and pushed to the bottom
      - Header
        
        Heading that appeals to the customer
        
        A header logo helps subscribers quickly identify the brand. Eye-tracking studies have found that people automatically look for logos in the upper left-hand side of emails.
      - Should contain an opt-out link and physical address for legal reasons. See CAN-SPAM.
        
        ISP can terminate internet service
        
        Website hosting company can shutdown website
        
        annoying => loosing customers
        
        Mailserver can blacklist you
      - Add website links and social links
      - Footer (small letters: Terms & Conditions, physical address, unsubscribe linke)
      - Email copy
        
        Clear (make it super simple to understand), concise, Customer focused
        
        Prominent call to action - only one per email.
        
        Descriptive
        
        Too much text can detract from your call to action
        
        Use personalization
      - Majority of emails are opened on mobile devices => body should be responsive.
  - - - contact form
      - advertising
      - initial whitepaper text. Then "continue reading" after finishing contact form
      - Overlay form after a few seconds or minutes: Only email address and listed benefits like 20% off.
    - - Email address
      - Lastname/Firstname for personalization
      - The shorter the form the more customer will complete it.
      - Explain intent
      - Clear call to action
      - Use confirmed opt-in aka double opt in
        
        Ensures consent
        
        Achieves higher open rates, lower bounce rates and unsubscribes
  - - - Provides SignUp Forms and Double Opt-In
  - - - see https://www.optimizely.com/sample-size-calculator/
    - - From name
        
        Subject line
        
        Preheader
        
        Content (images, copy, or call-to-action)
        
        Send time, date, or day
  - - - If too many customers flag the emails as spam one would risk to be categorized as spammer.
    - - Use Google Analytics tag to measure that.
      - Conversions / number of emails successfully delivered
    - - Use a click map to see where the customers are clicking
      - Improve by improving the mail body
      - Improve by making the call to action more clear
      - Number of users who clicked 1+ times / total number of messages successfully delivered
    - - Can be affected by spam filters
      - Does not work for plain text emails
      - Low Open Rate ==> improve subject line
    - - Soft Bounce (mailbox temporarily not available [mailbox full, server down,...])
        
        Should be 1% or less
      - Hard Bounce (email address not valid)
        
        Remove hard bounced email addresses from mailing list to avoid getting flagged as spammer
        
        Should be 1% or less
- - - - KPI: Total new buyer leads
        
        Metrics
        
        Lead to prospect ratio
        
        Lead source
        
        Lead Quality Score
        
        Cost per lead
  - - - observation in their environment
      - Interviews
      - Market Research
    - - About their next test of their study
      - About what to do on the next jump
    - - Skydivers magazines
      - Facebook posts
      - Skydive videos
    - - Skydives
      - Study
      - work on 9-5 job
    - - Excited
      - Tired
- - - - expected clickthrough rate
      - higher relevant landing page yields to a higher score
      - Ad relevance: Google analyzes the language in the ad to determine how well it relates to the query
      - expected impact of ad formats and extensions
    - - One only has to pay the price of the next lowest bid (like an auction)
      - You pay the minimum amount that's necessary to maintain the position in any formats that are shown in your ad.
  - - - Daily Budget
      - Location / Language Targeting
      - End Date
    - - Define one goal metric (KPI) e.g. increase conversions or sales, generate more leads, increase brand awareness or get more click-throughs
      - Identify one element of the ad that you want to test
        
        e.g. Headline
        
        Description
        
        Call to Action
        
        The promoted offer
        
        Landing Page
        
        URL Path
        
        Ad Extensions
        
        Ad Group Keywords
        
        Location targeting
        
        Time of the week/day (Advanced settings)
      - Create the different versions of your ads/ad groups
      - ask Google to instead deliver our ads evenly (not default)
        
        ... since Google optimizes ad delivery based on their performance which would interfere with our test.
        
        A campaign with "All features" is needed
        
        go into the Advanced Settings of the campaign at the bottom of the page and change "Ad delivery" to “Rotate evenly”
      - If you want to test keyword groups, create two or more Ad Groups that contain the same ads but differ in the keywords associated with them.
      - Test statistical significance
        
        http://www.cardinalpath.com/resources/tools/ppc-ad-testing-tool/
    - - Ad
        
        Text Ad
        
        Headline
        
        Use Keywords
        
        What makes you stand out from competition. It will be shown among competitors. See value proposition
        
        Description
        
        What are customers getting out of clicking the ad
        
        Should relate to the topic of the Ad Group and the keywords in the Ad Group
        
        Include Call to action e.g. "Show now", "Join today"
        
        Path text gives users more confidence that they are going where they wanted to go
        
        offer free shipping, a money-guarantee, a sale or special offers
        
        Use short catchy numbers
        
        Landing Page
        
        Should contain the keywords of the ad group to signal the customers that they are indeed in the right place
        
        Even better: Landing page per Ad Group
        
        Conversion Tracking
        
        Extensions
        
        some are automatic
        
        Site Links
        
        Up to 10. Google shows some of them depending on the actual search terms
        
        Call Outs
        
        Google displays up to four
        
        May get generated automatically
        
        Feature List / highlights what is special about the service or product
        
        Structured Snippets
        
        Aspects that fit into types predefined by Google e.g. brands, destinations, styles or types (e.g. of flowers)
        
        May get generated automatically
        
        Rating
        
        displayed automatically
        
        Can be disabled
        
        Review
        
        E.g. World Travel Award
        
        Text links to the award page
        
        displayed automatically
        
        Mobile Extensions
        
        Location
        
        Call
        
        Hours restrictable
        
        Message
        
        Price Carousel
        
        App
        
        direct link for installation
        
        Can generate up to 15% higher Click Through Rates
        
        Disapproval reasons
        
        excessive or unconventional capitalization (SpEcIaL OfFeR)
        
        use appropriate punctuation and symbols ("Save $$$”, “f/owers”, “Buy Now!!!!”, "@home")
        
        wrong spacing ("f l ow e r s")
        
        no phone numbers (use call extensions instead)
        
        clear ad copy
        
        Kein Kauderwelsch
        
        Ad Copy should match the URL (no clothing ad copy but Udacity url)
        
        All ads within the same Ad Group need to have the same domain. Also, the domains for your ad’s display URL, final URL, and landing page URL need to have the same domain.
      - Per Keywords
        
        "Search Term" is the exact phrase the user enters when searching.
        
        Keyword matching - The advertiser controls on how well the search term has to match the keywords before the ad is shown to the user.
        
        Broad
        
        Any keyword in any order
        
        misspellings
        
        synonyms
        
        one pays maybe for too many non converting clicks
        
        Only if only individual words make a good match
        
        is default
        
        Modified Broad (+ womens + hats = womens && hats)
        
        Phrase match ("leather womens hats" = exact phrase = "".equals("")). Matches also "brown womens hats".
        
        Exact ([womens hats] != brown womens hats)
        
        Negative keywords (no result if keyword entered)
        
        Keyword List
        
        Brand Terms
        
        Search Terms for own brand help to increase CTR for organic links by 25%
        
        Prevent competitor own top of own brand name serp
        
        Generic Terms
        
        Related Terms
        
        Competitor Terms
        
        BambooHR Example
        
        Brand Terms
        
        BambooHR
        
        BambooHR Payroll
        
        BambooHR Software
        
        BambooHR Reporting
        
        BambooHR Pricing
        
        Generic Terms
        
        HR Software
        
        HR Reporting
        
        HR Payroll
        
        Human Resources Management System (HRMS)
        
        Related Terms
        
        Tools for HR Manager
        
        Managing HR more effectively
        
        Tracking time off
        
        Lean HR
        
        Optimize HR processes
        
        Competitors Terms
        
        Zenefits Software
        
        Zenefits
        
        Zenefits Payroll
        
        Namely
        
        Namely Software
        
        Namely Payroll
        
        Put yourself in Target Personas shoes
        
        Add terms that relect how people speak
        
        e.g. for voice command searches
        
        Start broad and then go specifc
        
        HR Software, HR Software for payroll, HR Software for startup payroll
        
        Too broad==>People would click but not be interested in specific topic
        
        Add variations
        
        Shortforms
        
        Plural
        
        Abbreviations
        
        Synonyms
        
        Misspellings
        
        Tools
        
        Combine Keywords (e.g. feature & customer groups)
        
        Keyword Planner: "Multiply keyword lists to get new keywords"
        
        Use long tail keyword lists
        
        Higher chance to meet individual needs
        
        less competition => better price
        
        Optimization Strategies
        
        Be specific and go long-tail
        
        Pause Keywords with low CTR
        
        Test different Match Types
        
        Add Negative Keywords
        
        cut out impressions and clicks from audiences that are not relevant (e.g. premium vs. cheap)
        
        Bundle closely related Keywords in one Ad Group
        
        Each ad group should contain closely related keywords as well as ads and landing pages
      - Per stage in customer journey / intent level
      - Per Product Groups
  - - - = Total conversion value / total cost of advertising
    - - Better landing pages (e.g. with A/B tests) that lead to better conversion rates raise the value of the click or in other words lowers the CPC
      - improve Quality Score #
      - bidding for relevant keywords with less competition
- - - - Purpose
        
        Get people to site
        
        public blog post or website content
        
        Convert to leads
        
        Gated by landing page or form
        
        Particularly valuable
      - Fornat
        
        Case Study, Infographic, eBook, Whitepaper,...
        
        Depending on own preferences and Target/Buyer Persona
        
        Test different formats
        
        How to create an eBook
        
        https://blog.hubspot.com/marketing/how-to-create-ebooks-free-templates-ht#sm.000118qkvc1btje1fyxnwlbh0ar9h
        
        Infographics
        
        https://infogram.com/
        
        https://piktochart.com/
        
        https://blog.hubspot.com/marketing/free-ppt-infographic-templates-designs-ht
      - Topic
        
        Where is the customer in the customer / buyers journey?
        
        Depending on the persona
        
        Internet Forums, Industry News, Persona goals and challanges
        
        Remarkable: Solution based not product based
        
        Customer journey
        
        Awareness
        
        Content about problem
        
        Interest
        
        Content about solution
        
        Desire
        
        Competitor matrix, more details for comparison
        
        Action
        
        What does he need to take the action?
        
        Post-Action
        
        How-Tos, Documentation, Follow-Up
        
        Category
        
        Hero
        
        Large scale, lasts long time, 2-3 times a year, typically around big events
        
        Hub
        
        Developed on regular basis, customer issues and pain points
        
        Hygiene
        
        Customer search for it, product tutorials, How To (Deploy with a wingsuit, Create Termini,...), FAQ
        
        YouTube Strategy
        
        https://classroom.udacity.com/nanodegrees/nd018/parts/f5a419ca-cb9b-4e47-ba2d-cb91791b7428/modules/e5a54d75-1860-44da-bc12-b95e30479ff6/lessons/4562dce5-8a1a-4c9a-b78e-87891fc3c820/concepts/9e42b623-09c7-482d-a1d9-94075ba79f99
        
        Topic inspiration
        
        ‘how to’ autocompletion in Google
        
        trends.google.com zu spezifischen Themen
        
        http://answerthepublic.com
        
        Klasse Hero-Video! Gimli?
        
        https://www.hubspot.com/blog-topic-generator
        
        https://www.portent.com/tools/title-maker
    - - Length
        
        Essential message upfront
        
        Only necessary points
        
        Delivers on headline
      - Personalization
      - Language
        
        B2B: more formal, B2C: slang could be ok
      - Voice & Tone
        
        Personality of the voice: warm and encouraging or authoritative and disciplined?
        
        Authentic to company or organization
      - Memory, Emotion, Motivation
        
        Use pics, emotions and motivate content e.g. by being inspiring and tell "why".
    - - Tell a story
        
        SCQA
        
        Situation
        
        clear state of affairs / facts
        
        Complication
        
        The thing that changed / Spannungsbogen
        
        Question
        
        Raised by S and C e.g. What should be do?
        
        Answer
        
        Answer to Q. Resolves the Complication
        
        Pixar
        
        Once there was a...
        
        Everyday...
        
        Until one day...
        
        Because of that...
        
        ...Because of that...
        
        Until finally...
        
        Ever since then...
        
        Every Story
        
        Character
        
        e.g. Persona
        
        Conflict
        
        Lesson on how the character transforms
        
        Should fit the prospects needs, problems, journey stage
        
        Resolution
        
        Personal connection
      - Repurpose
        
        Blog Posts into eBook
        
        Webinar into infographic
      - Content Curation
        
        Sammle eigenen oder Content für ein spezielles Thema um zu vermeiden, dass das Publikum vom vielen Content überwältigt ist.
        
        Die 10 besten Terminologie Definitionen
        
        Mit Gründen und Erklärungen
      - Buzz Feeds Golden Rules of Shareable Content
        
        Don't use tricks (people don't want to feel stupid)
        
        Be yourself
        
        Make content that you will be proud to share
        
        Experiment
        
        Have a heart
    - - POE
        
        Payed
        
        Advertising, other websites,...
        
        Payed influencers
        
        Owned
        
        Own blog, website,...
        
        Earned
        
        Others write about us
      - HubSpot
        
        Organic
        
        SEO, Email Marketing, Social Media, Word of mount, not payed influencers, own events
        
        User Generated Content
        
        Payed
        
        Search Engine Ads
        
        Social Media Ads
      - Trends
        
        Quizzes (Test users knowledge and correct / educate them)
        
        Clickbait
        
        "You won't believe what happened next", "You will never look at xyz the same way." ==> Users disappointed
        
        Listicles ("11 ways to...")
        
        animated gifs
        
        Emoji
        
        Podcasts
        
        Native Advertising / sponsored content
        
        https://www.iab.com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdf
        
        Articles tagged as "sponsored"
      - Future
        
        Messaging
        
        Chat Bots
        
        Virtual Reality (experience the product or service)
        
        Smart Home Devices (e.g. order a pizza)
        
        AI (more complex tasks that usually humans do)
        
        Machine Learning (Content Production, Analytics) e.g. Narrativa.com
        
        Marketing follows new consumer behavior
    - - UX
        
        A clear path for the user to follow
        
        Responsive Design
        
        Accessible
        
        Clear conversion path (according to objective) in user flow and content
        
        Wireframing
        
        Balsamiq
        
        Proto.io
        
        Studies have found that 55% if visitors spend fewer than 15 seconds on a page.
      - Landing Pages
        
        Click Through (...to another page)
        
        Lead page (to capture data e.g. email,...)
        
        The data that is collected is called the 'lead'
        
        Optimize Landing Pages for conversions
        
        https://d17h27t6h515a5.cloudfront.net/topher/2017/March/58ccc3af_optimizing-landing-pages-for-conversion-v4/optimizing-landing-pages-for-conversion-v4.pdf
        
        important elements
        
        A headline and (optional) sub-headline
        
        A brief description of the offer that clearly emphasizes its value
        
        At least one supporting image
        
        (Optional) supporting elements such as testimonials or security badges
        
        And most importantly, a form to capture visitors' information
        
        remove main navigation to avoid distraction
        
        Match the Headline of the Landing Page to its Corresponding CTA to avoid confusion and be consistent
        
        Less Is More
        
        avoid the visitor to be distracted, confused, and/or overwhelmed
        
        Emphasize the Offer's Value (not just a list of features). E.g. how the offer addresses a specific problem, need, or interest your target audience cares about.
        
        Encourage Social Sharing (only relevant buttons) plus email sharing
        
        Create more (individual) landing pages to generate more leads
        
        https://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-You-Need-to-Create-More-Landing-Pages.aspx
        
        Only Ask for the Information You Really Need
        
        A/B Tests
        
        "Submit" vs. "Get Your Free Ebook"
        
        reduce form completion anxiety
        
        Add a privacy message (or a link to your privacy policy) that indicates visitors' email addresses will not be shared or sold.
        
        If your form requires sensitive information, include security seals, a BBB rating, or certifications so visitors know their information is safe and secure.
        
        Add testimonials or customer logos.
        
        Make the Form Appear Shorter
        
        Test different versions of them
        
        Pick only one variable to test
        
        www.optimizely.com
        
        https://vwo.com/
        
        Statistical Significance
        
        Means: Results are due to factors other than purely chance.
        
        Sample size
        
        Sample variation (Type of people who saw both versions)
        
        target significance level (confidence interval / “p-value”)
        
        https://www.hubspot.com/ab-test-calculator
        
        https://blog.hubspot.com/marketing/marketers-guide-understanding-statistical-significance
        
        Too many success metrics
        
        Invalid experimental design (maybe one group was new to the page and the other not). Should be randomly selected.
    - - UTM Codes (Urchin Tracking Module)
        
        Vordefinierte Request Parameter zur Kategorisierung für Google Analytics und andere Tools
        
        https://ga-dev-tools.appspot.com/campaign-url-builder/
        
        URL Shorteners
        
        Bitly (https://bitly.com/)
        
        Google URL shortener (https://goo.gl/)
        
        Rebrandly (https://www.rebrandly.com/)
      - Analytics
        
        Google Analytics, Chartbeat, Momently
      - Measures
        
        Traffic
        
        Engagement (time on pages, pages visited)
        
        Social Shares
        
        Conversions
- - - - Value Proposition Template
        
        For: Skydivers (Target Customer)
        Who: are safety affine and need more organization (statement of need / opportunity)
        Our: platform (product or service / category)
        That: notifies for different kinds of safety warnings (statement of benefit)
        Unlike: their riggers (closest competitor)
        Our offer: we do it more reliably (primary differentiator)
    - - Empathy maps
        
        From
        
        Interviews
        
        Market Research
        
        observation in their environment
        
        Thinking
        
        About their next test of their study
        
        About what to do on the next jump
        
        Seeing
        
        Skydivers magazines
        
        Facebook posts
        
        Skydive videos
        
        Doing
        
        Skydives
        
        Study
        
        work on 9-5 job
        
        Feeling
        
        Excited
        
        Tired
      - Persona
        
        Student Simon
        
        Needs
        
        time for skydiving
        
        money for skydiving
        
        safe time to care about rigging, repairs, safety bulletins,...
        
        Barriers
        
        too much time needed for studying and part time work
        
        Goals
        
        more skydives
        
        Hobbies
        
        not much other than skydiving
        
        Background & Demographics
        
        7.000 - 25.000 Eur income
        
        Single, no children
        
        Daddy Dieter
        
        Background & Demographics
        
        Married, 1 child
        
        Goals
        
        more skydives
        
        Needs
        
        time for skydiving
        
        time for the family
        
        Barriers
        
        family and job needs much time
        
        Hobbies
        
        not much other than skydiving