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Marketing (MKC1200) > Chapter 12 - Done > Flashcards

Chapter 12 - Done Flashcards

1
Q

What is digital marketing?

A

Refers to all of the activities involved in planning and implementing marketing in the electronic environment, including the internet on computers, tablets and smartphones, and other information and telecommunications technologies

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2
Q

What are some advantages of digital marketing?

A

One of the main advantages to you might be convenience, as you can access websites 24 hours a day, seven days a week, from just about anywhere, to obtain information that will assist in making the final purchase decision — and in many cases you can make the purchase

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3
Q

What are some disadvantages of digital marketing?

A

Of course, among the disadvantages for the consumer are the inability to physically examine the product before making the purchase and the risk of credit card fraud

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4
Q

What are the key characteristics of digital marketing?

A

Profiling, Interactivity and Community, Control and Accessibility and Comparability and Digitalisation

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5
Q

What is profiling?

A

Refers to the process of getting to know about potential customers before they make a purchase and to find out more about existing customers

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6
Q

What are the methods through which an organisation can gather information about they customers?

A

Requiring registration
The use of cookies on websites
Competitions

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7
Q

What does digital marketing allow to do with Interactivity and Community?

A

Other than direct communication, digital marketing offers the most opportunity for interaction between the marketer and the customer

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8
Q

What are the different ways in which interactivity can occur?

A 
A virtual customer service officer
A real customer service officer
Email newsletters and RSS feeds
Survey participation
Online communities
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9
Q

What is control?

A

Control, formally defined, is the ability of the customer to determine how they interact with the marketing message and to influence the presentation and content of the marketing message

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10
Q

What is push advertising?

A

Refers to advertising sent from the marketer to the customer (it is pushed to them)

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11
Q

What is pull advertising?

A

Refers to advertising that the customer actively seeks out (they pull it from the marketing organisation)

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12
Q

What is accessibility and comparability?

A

The web provides individuals with more ability than ever before to research products, compare products and seek the opinions of others about products

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13
Q

What is digitalisation?

A

Is the ability to deliver a product as information or to present information about a product digitally
* For example, an MP3 or MPEG4 file downloaded from the iTunes store is a product delivered as information

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14
Q

What are digital marketing methods?

A

Paid Media
Owned Media
Earned Media

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15
Q

What is Paid Media?

A

Paid media refers to any digital advertising that a business pays for

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16
Q

What can online advertising be classified into?

A

Display advertising
Search advertising
Classifieds advertising

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17
Q

What is display advertising?

A

Is the largest category within online advertising, with the growth being fuelled by mobile, video and social media advertising

  • Text advertisements have a limited amount of words and always contain a heading, two lines of text, and a web address.
  • Image advertisements contain a static image and customised layout compared with text advertising
  • Rich media advertisements are similar to image advertising, but include interactive elements, animations or other aspects designed to provide an experience when interacted with by the viewer
  • Video advertisements embed a video that displays automatically
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18
Q

What is search advertising?

A

Is a technique used to bring visitors to your website based on their search engine query

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19
Q

What is the advantage and disadvantage of search advertising?

A
  • An advantage of search advertising is that a business only pays for the advertising if the user clicks on the advertisement
  • Search advertising is usually platformbased and linked to a particular provider
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20
Q

What is classifieds advertising?

A

Started as newspaper and magazine advertising in the traditional print media space, and was later adopted by the website Craigslist, which was created in the mid‐nineties as a place to buy, rent and sell almost anything

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21
Q

What are brochure sites?

A
  • Brochure sites are websites that are essentially an online advertisement for the organisation
  • They are particularly useful for service businesses who seek to present a portfolio of work that shows the customisation of their offering
  • However, brochure websites have evolved over the past decade, moving from a static website to a more engaging site intended to capture leads and eventually convert them to sales
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22
Q

What are the advantages and disadvantages of a brochure website?

A
  • The advantage of a brochure website is that it often suits the limited budget of a small business, or one that offers a highly customised service or bespoke products
  • It also works for those who intend to make minimal changes to the content of their site
  • The disadvantages of brochure websites are that they often fail to engage the visitor, and ongoing search engine optimisation can be difficult to achieve when minimal changes are made to content
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23
Q

What is social media?

A

Is a term used to describe the various websites using technologies (e.g. wikis and Ajax) and experiences that involve online communities where members contribute to and build the community and content, and where users can substantially control their own online experience through customisation and interactivity
* Social media forms part of the earned media strategy a marketer may engage for the business

24
Q

What is social networking?

A

Provides an interactive platform where people can add friends, comment on profiles, join groups and have discussions

  • Facebook, Twitter, MySpace, Hi5, Reddit and LinkedIn are some examples of widely used social networks
  • YouTube, Tumblr, Snapchat, Instagram, Flickr and Pinterest are examples of social photo and video sharing sites, where photos and videos are shared and comments can be posted
25
Q

What is a wiki?

A

Is the term given to websites that allow for the creation and editing of web pages, such as when articles can be posted and subsequently edited by users or a community

26
Q

What is viral marketing?

A

Is the use of social networks to spread a marketing message via earned media

One of the most successful viral marketing efforts of all time in recent times was the ‘Best job in the world’ campaign created by Tourism Queensland

27
Q

What is a portal?

A

A portal is a website that is designed to act as a gateway to other related sites

28
Q

What is search engine optimisation?

A

Means tailoring certain features of a website to try to achieve the best possible ranking in search results returned by a search engine
* Search engines themselves have taken steps to try to prevent or at least restrict the commercial manipulation of search results, in a bid to preserve the integrity of their service and the usefulness of their service to their customers

29
Q

What is search engine marketing?

A

Many search engines now seek paid advertising to place on search results pages

30
Q

What is Email, SMS and MMS marketing

A

While spam is an unwelcome and illegal approach to marketing, legitimate email and SMS marketing can be an effective way to build customer relationships

31
Q

What are apps?

A

A phenomenon that has coincided with the increased availability, affordability and consumer uptake of smartphones has been the development of application software (or ‘apps’) to run on these mobile devices

32
Q

What are some other methods that can be used as well?

A

Virtual reality, E-commerce

33
Q

What are some of the ethical and legal issues in digital marketing?

A

Privacy, Misleading or deceptive conduct

34
Q

What is phishing?

A

Phishing involves the use of an official‐looking email, often purporting to be from a bank, online retailer or credit card company

35
Q

What are Pharmaceutical scams?

A

Usually distributed by email, these scams offer for sale products that supposedly boost health, appearance or virility

36
Q

What are Nigerian scams?

A

These scams — many of which have originated in the African nation of Nigeria, hence the name — involve an email which asks the target to send money in return for a much larger lump sum being transferred to their bank account at a later date

37
Q

What are work-at-home schemes and lottery wins/prizes?

A

These scams all involve the target making some type of financial ‘investment’ before being sent money they have ‘won’

38
Q

What are pump n dump stock scams?

A

These scams involve creating massive demand for a particular stock and then selling that stock while the price is pumped up

39
Q

What is spam?

A

Unsolicited commercial email

40
Q

What are some illegal practices?

A

Spam, Intellectual property theft

41
Q

What is consumer protection?

A

The measures that can be taken by a consumer to protect themselves

42
Q

What is technology burnout?

A

The burnout felt by certain indivduals as a result of working with technology too much and having a desire to “unplug”

43
Q

Is there legal enforcement for illegal activities?

A

Yes there is.

44
Q

What is customer relationship management?

A

Focuses on using information about customers to produce digital marketing experiences that create, build and sustain long‐term relationships
* When done well, CRM can build strong customer loyalty, lead to positive word‐of‐mouth, and create in the customer a sense that it will be difficult or costly for them to change to another provider

45
Q

What is the digital marketing mix?

A

Same as the usual mix but with some changes

46
Q

How can digital marketing be assessed?

A 
While it is difficult, there are several metrics which can be used to evaluate the usefulness of digital marketing/online marketing
Cost per thousand views
Click through rates
Cost per click
Conversion rate
Customer acquisition rate
Unique visitors
47
Q

What can electronic businesses use?

A

Supply chain management - Technology plays a crucial role in managing the supply chain (the process of getting raw materials made into products and then getting them to the retailer and the consumer)
Intranets and extranets
The virtual organisation

48
Q

How does google adwords work?

A

Google has a list of work that people use
Businesses pay google to have certain words in their ad profiles or they can add words
Different words cost different amounts
When a person makes a search, the words come up in the appropriately ranked manner
The advertiser is charged for the sum of the words included only if the person clicks on their link

49
Q

How is the digital marketing mix different?

A

Product: Digitisation - delivering a product as information or presenting information about a product digitally
Price: Easier access and comparison
Promotion: New methods and greater interaction between customer and marketer
Place: New platforms for distribution
People: Training people in social media and customer relationship management
Process: Smoother and faster customer service processes and also being able to profile the customers
Physical evidence: Designing websites and m-sites

50
Q

What is cost per thousand views?

A

How much it costs us for a thousand people to have a look at our website (The issue with this is that the time spent perusing is unknown)

51
Q

What is click-throgh rate?

A

Percentage of people who went onto the website and actually clicked on the advertisement (Can be quite accurately measured)

52
Q

What is cost-per-click?

A

Dividing the total cost by the number of people who clicked through

53
Q

What is conversion rates?

A

How many people clicked through and then how many people actually went through with the purchase

54
Q

What is customer acquisition cost?

A

The cost associated with acquiring a new customer (Total acquisition costs/Total number of customers)

55
Q

What are unique visitors?

A

This is the number of individuals who have visited the website at least once over a given period of time

Marketing (MKC1200) (13 decks)

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