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Digital Marketing > Chapter 6 > Flashcards

Chapter 6 Flashcards

1
Q

What are the steps for Developing a Customer Acquisition Campaign on social media?

A
  1. Find your target segment on social media
  2. Connect with their behavior and interests
  3. Design a campaign message and flow
  4. Create the content.
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2
Q

What are Audience Insights?

A

Insights that allow you to discover the characteristics of the audience interested in your brand.

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3
Q

What is Sequenced Storytelling?

A

Advertising technique where the advertisements all tell a story, they follow-up on the previous ad. This way they generate attention, interest and action. Also called Funnel-based storytelling.

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4
Q

What is a Priming and Reminding Campaign?

A

The first message is general, but striking, it shows the relevance of the brand. The second advertisement reminds the viewers of the message in the first advertisement.

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5
Q

What is User Generated Content (UGC)?

A

Content that is created by users. The information is provided by users of social media platforms.

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6
Q

What is Social Referral?

A

Offering customers a discount is they refer new customers.

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7
Q

What is Social Selling?

A

Filtering purchase signals on social media and reacting in person or with an auto reply.

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8
Q

What are the steps for Social Selling in B-2-B?

A
  1. Identify interesting prospects.
  2. Engage with prospects by liking or sharing their social media posts.
  3. After a few interactions, invite them to join your personal network.
  4. Start the conversation, but avoid making a sales pitch.
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9
Q

What is Organic Reach?

A

The number of unique individuals who saw your message on their feed.

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10
Q

What is Paid Reach?

A

The number of individuals who have seen a message in an advertisement.

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11
Q

What is Viral Reach?

A

The number of unique individuals who saw your message in a post by one of their connections.

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12
Q

What are Link Ads?

A

Advertisements that encourage you to click on a link to a website of specific page.

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13
Q

What are Video Ads?

A

Promoting a video to generate both reach and follow-up actions.

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14
Q

What are Carousel Ads?

A

Ads that allow users to browse through multiple photos, which are then linked to an action like going to a website.

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15
Q

What are Stories and Reels?

A

These ads utilize the vertical stories format and can be an image or a short video that appears between regular stories and reels on Instagram and Facebook.

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16
Q

What are Promoted Accounts?

A

In contrast to advertising about a product, you can also promote an account.

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17
Q

What are Affinity Audiences/In-market Audiences?

A

Audiences based on market segmentation.

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18
Q

What is a Custom Audience?

A

A file with user data that can be used for Facebook, Instagram, Pinterest, X and YouTube to target existing customers.

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19
Q

What is a Similar Audience?

A

A target audience that is based on characteristics, very similar to the existing audience.

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20
Q

What is Unique Reach?

A

Key Performance Indicators show how many people should be reached with social media ads.

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21
Q

What are the Privacy Rules?

A
  1. People should be able to see it’s a commercial message (advertisement).
  2. Influencers must say they get a compensation for promoting products.
  3. Organizations must show which data they are collecting, how they will use it and when it will be deleted.
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22
Q

What is Programmatic Advertising?

A

The use of technology to automate and optimize the buying of media or advertising space.

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23
Q

What is Ad-supported Video-On-Demand (AVOD) and Subscription Video-On-Demand (SVOD)?

A

Video ads with free or lower cost subscriptions of streaming services.

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24
Q

What is Digital Out-Of-Home advertising?

A

Advertising on digital screens at public locations.

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25
What are Takeovers?
Taking over a website with a banner. During this time, the whole website is in control of the advertisers communication.
26
What is a Homepage Take-over?
During this time, only the home page is in control of the advertiser’s communication.
27
What are Pre-Rolls?
Video commercial that is shown before an internet user starts watching an online video.
28
What are Mid-Rolls?
Video commercial that is shown in the middle when an internet user is watching an online video.
29
What are Post-Rolls?
Video commercial that is shown after an internet user finishes watching an online video.
30
What is a Bumper?
Short video (max 6 sec.) before actual video starts playing.
31
What is an Expandable Banner?
A heading or advertisement appearing on a web page in the form of a bar, column, or box. Banner that expands when you hover your mouse over it.
32
What is a Publisher?
The website owner
33
What are Media Operators?
A news vendor that receives regulated information from a regulatory information service and then disseminates that information to the public as soon as possible.
34
What is Direct Selling?
Directly purchase advertising space from the website owner.
35
What are Sales Agencies?
Agencies that manage commercial opportunities for third-party sites.
36
What are Ad Networks?
Platforms for publishers to sell and fill their advertising space.
37
What is a Supply Side Platform?
A SSP bundles everything relevant for the supply side of the market. They provide access to a network of websites and allow automated trading of advertising space.
38
What is a Demand Side Platform?
A DSP bundles everything relevant for the demand side of the market.
39
What are Impressions?
A metric used to quantify the number of digital views or engagements of a piece of content, usually an advertisement, digital post, or web page.
40
What are Ad Exchanges?
Platforms that facilitate automated buying and selling of online media in real time.
41
What is Real-Time Bidding?
RTB is bidding on advertisement space from Ad Exchanges.
42
What is an Open Auction?
Marketplace where all advertisers have access to the advertising space.
43
What is a Private Auction?
Marketplace where publishers offer advertising space to one by way of real-time bidding.
44
What is a Preferred Deal?
This or a Private marketplace (PMP) is a marketplace where publishers offer advertising space to a single advertiser by way of real-time bidding.
45
What is Programmatic Direct?
An arrangement directly between a publisher and an advertiser.
46
What is an Ad Serving System?
Traditional Ad Serving is a service provided to publishers for the delivery of Ads from Google's web servers to Target Properties based on criteria selected by those publishers and the advertisers and agencies advertising on the Target Properties.
47
What is Targeting?
Sending the message to the right people.
48
What does Fixed mean?
A Fixed banner position means that the ad will appear in a specific position that is purchased for a certain amount of time or amount of displays.
49
What is Run of Site (ROS)?
The ad will be posted in different positions but only on one website.
50
What is Run of Network (RON)?
Ad will be posted on all websites that are part of publishers network.
51
What is Run of Category/Channel (ROC)?
Ads will be shown on sites within a certain category.
52
What are Walled Gardens?
Multi-platform environments of big-tech companies (Meta = Facebook, Insta, WhatsApp & Alphabet = Google YouTube)
53
What is Contextual Targeting?
Tailoring the ad to the content on the webpage in question.
54
What is Behavioral Targeting?
Targeting people based on their online behavior.
55
What is Audience Targeting?
Purchasing of data profiles on the basis of pre-defined target segment variables.
56
What is Lookalike Targeting?
Targeting people who show similarities to visitors on the advertisers website, customer database or fan database.
57
What is Cost per Mille (CPM)?
You pay per 1.000 impressions. If the CPM is 20,- and its watched 100.000 times, it costs = 2.000
58
What is Above The Fold?
Banners that are displayed without having to scroll first.
59
What is the First Price Model?
The auction is won by the highest bidder and they pay the price of the bid.
60
What is The Second Price Model?
The auction is won by the highest bidder, but they pay the 2nd highest price + 0.01.
61
What is Outcome-Based Buying?
(Cost per click CPC) and (Cost per action CPA). With CPC, the advertiser pays an amount per click through their website. This is based on a fixed price.
62
What are Attentive Seconds?
They buyer pays for the number of attentive seconds, the time is based on screen coverage of an ad, how long it remains visible and the size.
63
What is Attentive CPM?
(aCPM) Represents the cost per 1.000 attentive seconds.
64
What is a Key Performance Indicator (KPI)?
Indicators that show you how successful an advertisement has been.
65
What is Contact Frequency?
How many times an ad is shown to a particular internet user.
66
What is a Frequency Cap?
Maximum amount of times a viewer can see an advertisement.
67
What is Below The Fold?
Banners that are displayed, but you have to scroll first.
68
What is View Time?
For how long will the ad be displayed?
69
What is Interaction?
What is the duration and frequency of the interaction (moving mouse over it)?
70
What is Incentive?
A thing that motivates or encourages someone to do something.
71
What are Flights?
Banners and displays.
72
What is a Burst Strategy?
Advertising with a lot of views at specific time during the year.
73
What is a Drip Strategy?
Advertising with a lot of views after promotional offers.
74
What is Always-On?
Advertising at all times.
75
What is Brand Safety/Suitability?
Important components of the media plan and campaign set-up. Brand safety focuses on ensuring that advertisements don't appear on unreliable websites. Brand Suitability focuses on the match between the brand and the content it is advertised alongside.
76
What is Traffic Campaign Material?
Sharing campaign materials, the pixels generated and positioned in order to run diagnostics on the campaign and everything will be tested to see if it works.
77
What is Going Live?
Launching the advertising campaign.
78
What is a Push Channel?
The website visitor doesn't request a banner or video, initiative lies with the advertiser.
79
What is Conversion Attribution?
Understanding the various online touchpoint leading up to the ultimate conversion, known as conversion attribution.

Digital Marketing (7 decks)

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