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Digital Marketing > Chapter 7 > Flashcards

Chapter 7 Flashcards

1
Q

Digital customer experience

A

A brand’s total digital experience includes a brand’s presence on different platforms including desktop website, mobile site and apps, ads on gaming platforms and digital in-store. The quality of digital experience is based on the combination of rational and emotional factors of using a company’s online services that influences customers’ perceptions of a brand online.

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2
Q

Conversion rate optimization (CRO)

A

Improving the commercial returns from a transactional site through increasing conversion to key goals such as sales, quotes, bookings or leads. CRO combines customer and competitor research with evaluation of customer behaviour using web analytics and AB and multivariate testing (see Chapter 10 for details).

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3
Q

Customer experience management (CXM)

A

A holistic approach to managing customer experience and customer engagement across digital and non-digital touchpoints including web, mobile and social digital platforms, in-store and by call centres.

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4
Q

Customer journey

A

A description of modern multichannel buyer behaviour as consumers use different media to select suppliers, make purchases and gain customer support.

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5
Q

Soft Launch

A

A trial version of a site, launched with limited publicity.

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6
Q

Prototype

A

A preliminary version of part, or a framework of all, of a website or app, which can be reviewed by its target audience or the marketing team. Prototyping is an iterative process in which website users suggest modifications before further prototypes and then the final version of the site are developed.

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7
Q

Wireframe

A

A simplified outline of a single-page template used to define new layout or functionality for part of a website for discussion, iteration and then a brief for implementation.

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8
Q

Agile Software Development

A

An iterative approach to developing software and website functionality with the emphasis on face-to-face communications to elicit, define and test requirements. Each iteration is effectively a mini-software project including stages of planning, requirements analysis, design, coding, testing and documentation.

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9
Q

Scrum

A

A methodology that supports agile software development based on 15–30-day sprints to implement features from a product backlog. ‘Scrum’ refers to a daily project status meeting during the sprint.

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10
Q

Devils

A

An approach to development of systems that involves a more collaborative and closer relationship between development and operations teams with the aim of reducing deployment times and frequency of system updates and improving their stability.

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11
Q

Growth Hacking

A

A mindset that focuses marketing activities on increasing the scale and profitability of a business through testing and improving techniques for improving the value of audience touchpoints across the customer lifecycle of reach, interactions, conversion and engagement.

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12
Q

Initiation of the website project

A

This phase of the project should involve a structured review of the costs and benefits of developing a website (or making a major revision to an existing website). A successful outcome to initiation will be a decision to proceed with the site development phase, with an agreed budget and target completion date.

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13
Q

Domain name registration

A

The process of reserving a unique web address that can be used to refer to the company website, in the form of www.<companyname>.com or www.<companyname>.co.uk.</companyname></companyname>

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14
Q

Bandwidth

A

Indicates the speed at which data are transferred using a particular network medium. It is measured in bits per second (bps).

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15
Q

Core Web Vitaks

A

Google-defined measures added to their pre-existing Search signals for page experience, including mobile-friendliness, safe browsing, HTTPS security and intrusive interstitial guidelines that may negatively affect ranking if quality is low. They are: largest contentful paint (LCP), which refers to page loading performance; first input delay (FID), which is the responsiveness of your web page based on when the browser can first respond to an interaction; and cumulative layout shift (CLS), which refers to the frequency of unexpected layout changes as the page loads.

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16
Q

Content Distribution Networks (CDNs)

A

A system of servers distributed globally with copies of data stored locally to enable more rapid download of content. Their use has increased with increased use of streaming video and more complex web applications.

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17
Q

Discovery/analysis phase

A

The identification of the requirements of an online service. Techniques to achieve this may include quantitative analysis of digital analytics data and qualitative analysis involving focus groups, questionnaires sent to existing customers or interviews with key accounts.

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18
Q

User Centered Design

A

A design approach that is based on research of user characteristics and needs.

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19
Q

Marketing-led site design

A

Site design elements are developed to achieve customer acquisition, retention and communication of marketing messages.

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20
Q

Marketing-led site design

A

Site design elements are developed to achieve customer acquisition, retention and communication of marketing messages.

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21
Q

Persuasion Marketing

A

Using design elements such as layout, copy and typography together with promotional messages to encourage site users to follow particular paths and specific actions rather than giving them complete choice in their navigation

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22
Q

Dark patterns

A

A persuasion marketing technique based on misleading people using subtle design and interface messaging to make an offer appear more compelling in order to increase conversion and revenue.

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23
Q

Usability

A

An approach to website design intended to enable the completion of user tasks

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24
Q

Expert Review

A

An approach to website design intended to enable the completion of user tasks

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25
Q

Usability/user testing

A

Representative users are observed performing representative tasks using a system

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26
Q

Exit intent survey

A

A usability technique to identify website or app users’ task completion and satisfaction against their intended tasks.

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27
Q

Digital accessibility

A

An approach to website, app and digital device design intended to accommodate universal usability including that required by the visually impaired and users with other disabilities, including motor control, learning difficulties and deaf users. Users whose first language is not English can also be assisted.

28
Q

Accessibility Legislation

A

Legislation intended to protect users of websites with disabilities, including visual disability.

29
Q

Personalization

A

Digital experience personalisation is the dynamic serving of customised content, product or promotional offer recommendations to website visitors or app users based on their characteristics and intent behaviour to support conversion and long-term engagement goals.

30
Q

Localization

A

Tailoring of website information for individual countries or regions. Localisation can include simple translation, but also cultural adaptation.

31
Q

Hreflang Attribute

A

Specifies the intended country and language (in ISO 639-1 format) for web content to search engines, for example de: German language content, independent of region; en-GB: English language content, for GB users; and de-ES: German language content, for users in Spain

32
Q

Information architecture

A

The combination of organisation, labelling and navigation schemes constituting an information system.

33
Q

Site map

A

A graphical or text depiction of the relationship between different groups of content on a website.

34
Q

Findability

A

An assessment of how easy it is for a web user to locate a single content object or to use browse navigation and search system to find content. Like usability it is assessed through efficiency – how long it takes to find the content, and effectiveness – how satisfied the user is with the experience and relevance of the content they find

35
Q

Card sorting or web classification

A

The process of arranging a way of organising objects on the website in a consistent manner.

36
Q

Blueprint

A

Shows the relationships between pages and other content components, and can be used to portray organisation, navigation and labelling systems.

37
Q

Wireframe

A

Also known as a ‘schematic’, a way of illustrating the layout of an individual web page.

38
Q

Site design template

A

A standard page layout format that is applied to each page of a website for particular page types, e.g. category pages, product or blog pages. Also known as themes, where they can be purchased at low cost, e.g. for WordPress sites.

39
Q

Site design template

A

A standard page layout format that is applied to each page of a website for particular page types, e.g. category pages, product or blog pages. Also known as themes, where they can be purchased at low cost, e.g. for WordPress sites.

40
Q

Cascading style sheets

A

A mechanism for adding style (e.g. fonts, backgrounds, colours, spacing) to web documents, which is independent of the content. CSS enable different style elements to be controlled across an entire site or sections of a site. Style elements that are commonly controlled include typography, background colour and images, and borders and margins. Responsive website design (RWD) for desktop and mobile can also be supported.

41
Q

Landing page

A

An entrance page to the site when a user clicks on an ad or other form of link from a referring site. It can be a home page but more typically, and desirably, a landing page is a page with the messaging focused on the offer. This will maximise conversion rates and brand favourability

42
Q

Storyboarding

A

The use of static drawings or screenshots of the different parts of a website to review the design concept with user groups. It can be used to develop the structure – an overall ‘map’ with individual pages shown separately.

43
Q

Design phase

A

The design phase defines how the site will work in the key areas of website structure, navigation and security.

44
Q

User centered design

A

Design based on optimising the user experience according to all factors, including the user interface, that affect this.

45
Q

Site navigation schemes

A

Tools provided to the user to move between different information on a website.

46
Q

Flow

A

Describes how easy it is for users of a site to move between the different pages of content of the site.

47
Q

Deep linking

A

Jakob Nielsen’s term for a user arriving at a site deep within its structure.

48
Q

Mobile first design

A

A process that starts from smaller, mobile screens with the aim of creating the best user experience for people using websites via smartphones. The aim is to encourage simple, minimalist designs

49
Q

Responsive web design

A

Layout and formatting of website content is modified at the point of rendering to suit different screen resolutions and capabilities, using web development methods such as CSS media queries and image scaling, to produce a better experience to users of a range of desktop, tablet and smartphone devices.

50
Q

Media queries

A

A styling approach within cascading style sheets (CSS) specifying breakpoints for different screen widths in pixels enabling the layout to change based on type of device.

51
Q

Adaptive mobile web design

A

Generally a more sophisticated approach than responsive web design that involves delivering an experience optimised for targeted handsets, and splits the code and processing to render on different devices between the client and the server.

52
Q

Accelerated Mobile Pages (AMP)

A

A standard to increase page download speed on mobile devices, the AMP framework consists of three components: AMP HTML, which is a standard HTML with web components; AMP JavaScript, which manages resource loading; and AMP caches, which can serve and validate AMP pages.

53
Q

Progressive web apps (PWAs)

A

A development technique that combines the benefits of web and mobile apps, to create digital experiences enabling users to install web apps to their home screen, receive push notifications and potentially work offline.

54
Q

Mobile App

A

Designed to run on smartphones and tablet computers, apps provide users with rich mobile content by deploying the handset’s multiple native capabilities. Apps are available for download from app stores hosted by the mobile operating systems (e.g. App Store for iOS or Google Play™ for Android).

55
Q

Machine to Machine (M2M)

A

These connections include home and office security and automation, smart metering and utilities, maintenance, building automation, automotive, healthcare and consumer electronics.

56
Q

Virtual Reality

A

Virtual reality headset and software technology creates immersive three-dimensional spaces that simulate a user’s physical presence in a virtual or imaginary environment.

57
Q

Virtual Reality

A

Virtual reality headset and software technology creates immersive three-dimensional spaces that simulate a user’s physical presence in a virtual or imaginary environment.

58
Q

Augmented reality

A

In contrast to VR, augmented reality supports and enhances real-world interactions. For example, retailers can enable consumers to try on new clothing or glasses using AR devices.

59
Q

Content Marketing

A

The management of text, rich media, audio and video content aimed at engaging customers and prospects to meet business goals published through print and digital media including web and mobile platforms, which is repurposed and syndicated to different forms of web presence such as publisher sites, blogs, social media and comparison sites.

60
Q

Content mapping

A

Different content types and formats are reviewed for their potential for engaging target audiences through the customer lifecycle. Current content use and distribution can be reviewed against competitors to uncover new options a company can use.

61
Q

Content audit

A

A structured review of the effectiveness of different content types and formats to meet the needs of users and the business, using quantitative and qualitative techniques.

62
Q

Content management system (CMS)

A

An online service or software tool for creating, editing and updating online content assets such as text and visual content forming web or mobile app pages.

63
Q

Web merchandising

A

The aim of web merchandising is to maximise the sales potential of an online store for each visitor. This means connecting the right products with the right offer to the right visitor, and remembering that the online store is part of a broader experience including online and offline advertising, in-store visits, customer service and delivery

64
Q

Faceted Navigation

A

Enables users to rapidly filter results from a product search based on different ways of classifying the product by its attributes or features. For example, by brand, by sub-product category, by price bands.

65
Q

Online service quality gap

A

The mismatch between what is expected of and delivered by an online presence

Digital Marketing (8 decks)

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