Chapter 13 Flashcards
CPC
Cost per click
CPA
Cost per action
CPM
Cost per thousand
CTR
Click through rate
Direct traffic
Direct links or bookmarks
Natural search
the process of making a site and its content highly relevant for both search engines and searchers
Paid search
the process of bidding on key words or terms to improve results ranking when those terms are used in search.
Affiliates
a type of performace based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliates own marketing efforts
Social
the systematic application of marketing along with other concepts and techniques to achieve specific behavioral goals
What are the 3 criteria for something to go viral?
owned, purchased, earned
How you market online depends on
your target customers, your products and your promotion objectives
Tradition media, magazines or tv
- One-way communication
- From sender to receiver
- Marketer hopes the receiver will buy the product
- Some word-of-mouth
- Communication generally ends with the receiver
Social media
Reach “active receivers”
Those who will become influential
Those who will evangelize the brand to their friends and celebrate the brand
Message does not end with receiver
- Greater flexibility for content and duration
- Credibility similar to word-of-mouth
- Builds awareness at much lower cost
Social media
Reach “active receivers”
Those who will become influential
Those who will evangelize the brand to their friends and celebrate the brand
Message does not end with receiver
- Greater flexibility for content and duration
- Credibility similar to word-of-mouth
- Builds awareness at much lower cost
Social media marketing strategy
Reach, engage, convert, repeat
