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Digital Marketing > Chapter 2: Inbound Marketing, Objectives & KPI’s > Flashcards

Chapter 2: Inbound Marketing, Objectives & KPI’s Flashcards

1
Q

Inbound Marketing

A

An online marketing strategy focused on attracting the ideal customers through relevant and helpful content by addressing to their problems and needs and adding value at every stage in your customer’s buying journey

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2
Q

Advantages of Inbound Marketing

A
  • Potential customers find you instead of the other way around: pull, not push
  • You attract qualified prospects
  • You build trust and credibility for your business
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3
Q

Thought Leadership

A

An inbound marketing technique in which you provide the best and deepest answers to your customers’ biggest questions in the formats your audience likes to consume

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4
Q

What type of Micromoment(s) do you use in the Awareness stage of the customer journey funnel?

A

“I-want-to-know” moments

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5
Q

3 ingredients for successful Inbound Marketing

A
  • Content
  • Context
  • Multichannel
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6
Q

What type of Micromoment(s) do you use in the Consideration stage of the customer journey funnel?

A
  • “I-want-to-know” moments
  • “I-want-to-buy” moments
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7
Q

What type of Micromoment(s) do you use in the Conversion stage of the customer journey funnel?

A

“I-want-to-buy” moments

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8
Q

Remarketing / Retargeting

A

When you aim at people who:
- visited your website
- have looked at certain products in the shopping cart
- who have bought certain items before

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9
Q

First-party cookies

A

Cookies directly stored by the website (or domain) that you are visiting

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10
Q

Third-party cookies

A

Cookies created by domains that are not the website (or domain) that you are visiting

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11
Q

What are First-party cookies used for?

A
  • Collect analytic data
  • Remember settings/preferences
  • Provide a personalised user experience
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12
Q

What are Third-party cookies used for?

A
  • Online-advertising
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13
Q

Examples First-party data

A
  • Website traffic data
  • Customer purchase history
  • Customer account information
  • Customer service interactions
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14
Q

Solutions to a cookieless world

A

Contextual Advertising

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15
Q

Solutions to a cookieless world

A

Contextual Advertising

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16
Q

Contextual Advertising

A

Shows ads based on the content of the web page the user is viewing

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17
Q

Behavioural Advertising

A

Shows ads based on the web-browsing behaviour of users

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18
Q

Zero-party data

A

Data that a customer willingly shares with a business (NO COOKIES!)

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19
Q

Examples Zero-party data

A
  • Customer demographics
  • Preferences and interests
  • Customer feedback
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20
Q

Advantages of Mobile Apps

A
  • Push messages
  • Loyalty programmes
  • Online payment
  • Route description (GPS)
  • Reservations
  • Personalised advertising in an interactive way
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21
Q

Disadvantages of Mobile Apps

A
  • One major threshold: The consumer needs to be persuaded to download the app
  • Apps need to be updated
  • App fatigue (= want a limited amount of apps)
22
Q

Referral Programs

A

‘Word-of-mouth’ system that uses referral rewards to encourage past customers to invite friends to purchase a product or service to others in their network

23
Q

Key Performance Indicator (KPI)

A

A measurable value to demonstrate how effectively a company operates

24
Q

Metrics

A
  • Measurable value to see if you obtain your KPI’s metrics
  • Quantitative measurements of your data
25
Q

Categories of Metrics

A
  • Reach
  • Relevance / Return
  • Impact
  • Budget Performance
26
Q

Types of Reach Metrics

A
  • Ad impressions
  • Unique Visitors
  • Visits
  • Page Impressions / Views
  • Unique Viewers (Youtube)
  • Views (Youtube)
27
Q

Reach Metrics: Ad Impressions

A

The number of times the ad is shown online

28
Q

Metrics: Reach

A

The size of the audience you’ve reached

29
Q

Reach Metrics: Unique Visitors

A

Number of people who visit a website (repetitions not counted)

30
Q

Reach Metrics: Visits

A

Number of people who visit a website (includes repetitions)

31
Q

Reach Metrics: Page Impressions / Views

A

Number of pages viewed on a website (each page viewed, including repetition)

32
Q

Reach Metrics: Unique Viewers (Youtube)

A

Number of unique viewers who came to watch your videos over a given time period

33
Q

Reach Metrics: Views (Youtube)

A

Show you the number of times people watched or engaged with your video ad

34
Q

Metrics: Relevance / Return

A

Refers to the demographics, interests, devices used, purchase behaviour, etc. Of your reach and how these align with your target audience

35
Q

Metrics: Impact

A

The number of reactions to your content = proof of impact of your message

36
Q

Types of Impact Metrics

A
  • Clicks (Click-throughs)
  • Click-through Rate
  • Conversion Rate (Percentages)
  • Conversion Rate Optimization
  • Engagement Rate
  • Total Engagement
  • Total Followers
37
Q

Metrics: Budget Performance

A

Metrics to analyse your budget performance

38
Q

Types of Budget Performance Metrics

A
  • CPC (Cost-per-click)
  • CPM (Cost-per-mille)
  • CPA (Cost-per-acquisition-action)
  • CPD (Cost-per-day)
  • CPL (Cost-per-lead)
39
Q

Impact Metrics: Clicks (Click-throughs)

A

The process of clicking through an online advertisement to the advertiser’s destination

40
Q

Impact Metrics: Click-through Rate

A

The average number of click-throughs per hundred ad impressions, expressed as a percentage

41
Q

Impact Metrics: Conversion Rate (Percentages)

A

The number of conversions, dividing the number of total clicks / website visits that logged a conversion during any given time frame, multiplied by 100

42
Q

Impact Metrics: Conversion Rate Optimisation

A

The process of increasing the % of conversion (= desired actions)

43
Q

Impact Metrics: Engagement Rate

A

Total Engagement / Total Followers * 100

44
Q

Impact Metrics: Total Engagement

A

Sum of all interactions

45
Q

Impact Metrics: Total Followers

A

Number of people who follow your account

46
Q

Budget Performance Metrics: CPC

A

Cost-per-click

47
Q

Budget Performance Metrics: CPM

A

Cost-per-mille (cost per 1000 impressions)

48
Q

Budget Performance Metrics: CPA

A

Cost-per-acquisition-action

49
Q

Budget Performance Metrics: CPD

A

Cost-per-day

50
Q

Budget Performance Metrics: CPL

A

Cost-per-lead

Digital Marketing (7 decks)

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