Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Digital Marketing Applications > content marketing, PR and political marketing > Flashcards

content marketing, PR and political marketing Flashcards

1
Q

Define PR (2)

A
  1. it is about managing (sometimes changing) perceptions

2. Also offline PR activity as well

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What doe PR improve results for in digital marketing communications? (5)

A
  1. Social media
  2. SEO (Link-building)
  3. Partnership marketing
  4. Viral Marketing
  5. WoM Marketing
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What about PR in the attention economy? (4)

A
  1. Everyday we are exposed to advertising (people switch off)
  2. increasing need to reach audiences
  3. Making money from attracting someones attention (affiliate marketing is an ex)
  4. importance of reaching the inactive
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What is content marketing? (4)

A
  1. “the creation and distribution of educational and or compelling content in multiple formats to attract or retain customers.”
  2. comes in many form: text, videos, image and animations
  3. Change from web 1 to web 2: static to dynamic
  4. internal, syndicated (pay people to release content produced) and customer generated (allow customers to publish themselves and links back)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What is the ideas behind content marketing? (5)

A
  1. idea is to influence the mind set (not direct selling) more on brand than the product and fulfilling a need.
  2. then place It into context
  3. B2B, B2C
  4. fit the brand and be consistent across different platforms
  5. no sales focused
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Example of content marketing? (2)

A
  1. Temporary car insurance: what is temporary car insurance= educate people of what it is
  2. try to promote firm or brand as leader and problem solver, not hard selling (not course or action to buy specific product)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What has been the significance of the web as a communication tool?

A
  1. Regular audits: commonly searched terms,s (what is coming up?)
  2. what type of activity on social media
  3. a tool of assessing popularity and opinions from customers
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

How has Online and the media shaped news? and what two issues appeared? (3 & 2)

A
  1. It was hoped the online would democratise the media
  2. Example: the UK has a majority of right-winged newspaper
  3. The idea was that online would allow a diversity of views to appear, with the idea of self-publishing
  4. The traditional news papers moved online
  5. Quality issues and control: a development of online issues, now see that with the term “fake news”
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is a social bot?

A

A social bot is a computer algorithm that automatically produces content and interacts with humans on social media, trying to emulate and possibly alter their behavior. Social bots have inhabited social media platforms for the past few years” (Ferrara et al, 2016, p)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What issues have social bots created? (3)

A
  1. Stock market manipulation – very complex
  2. Political & News
    - FB - 146m may have been exposed to state sponsored misinformation
    - YouTube stated it had hosted over 1,000 such videos
    & Twitter 36,746 accounts
  3. Rise of populism
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What is the connection between the US elections and Twitter? (3)

A
  1. Ott (2017) describes the match between Twitter and Donald Trump
  2. Twitter as a medium is:
  3. Simple – complex messages don’t work with the medium. Often the full message is linked to:
    - Impulsive/emotional – the relationship to retweeting
    - Uncivil –informal and depersonalised.
    - Attention seeking aspect
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What were the 3 main findings from the US election and twitter? (3)

A
  1. Hashtags favourable to Trump approx. twice the Clinton level.
  2. 1/3 of Twitter in favour of Trump was bot (or bot influenced) compared to 1/5 Clinton
  3. The rise linked to debates is caused by real users who are more neutral
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What is the connection between the US election and Facebook? (2)

A
  1. Trump’s social presence enabled lower Ad prices
  2. The Trump campaign used highly targeted ad campaigns to reach disgruntled voters
    - Custom audience – people they know who have shown a preference
    - Lookalike – which other people resemble the custom audience
    - Finally, the state-sponsored role
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What was the implications of communication in the UK elections? (10)

A
  1. 2015 general election Conservatives budget enabled much greater reach than Labour
  2. 2017 things were very different
  3. Labour generally positive message (investment, education, health) vs more negative approach of the Conservatives (e.g. Shoot to kill, links to IRA)
  4. Comms to vote seen 3 times as much
  5. Believed Labour also outspent the Conservatives
  6. Targeted ads (e.g. Hastings and Rye)
  7. On polling day Labour promoted #forthemany on Twitter
  8. Targeted disaffected young voters
  9. Labour – far stronger on FB. Journalists focus on Twitter
  10. Much faster and had the power of the Momentum group
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What is technical and manual brand protection? (4)

A
  1. Technical - This involves the use of software to perform ‘trawls’ of sites
  2. Manual – Use own staff or specialised third party
  3. In the past we saw names taken and then sold to the brand
  4. Now see many cases of sites misusing banking brand

e. g. Amazob.com, amazo.com, amazoj.com, amazov.com
- Name audit

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What are some basic facts about online campaigns? (3)

A
  1. Online is attractive for its flexibility, accountability/measurement
  2. But online is highly complex as we have seen
  3. Can be a 2 way channel, positive/negative
17
Q

What are some definitions in E-Marketing campaigns? (10)

A
  1. Above the line
  2. Below the line
  3. Through the line
  4. CPC/PPC/Paid For
  5. CPM (cost per million)
  6. Abandoned baskets
  7. CPA/CPS (cost per acquisition)
  8. Aggregators (comparison websites)
  9. Conversion rates
  10. Rich Media
18
Q

What are some questions concerning e-marketing planning? (7)

A
  1. Role of Media Buying Agency
  2. What are the aims?
  3. Which media to invest in? (search, affiliates, comparison websites)
  4. Offline driving online
  5. Allocating online spend
  6. New product launches, acquisition and retention
  7. Consideration of the customer offer on results
19
Q

The brief (11)

A
  1. Background
  2. Objectives
  3. Target Audience (a lot of people can be involved)
  4. Customer Insights
  5. Key messages
  6. Agencies involved – Media buying, creative, paid search broker etc
  7. Requirements
  8. Brand Values / Tone
  9. Budget
  10. Timings
  11. Expectations
20
Q

What is included in media consumption? (7)

A
  1. Lean forward technologies (computer, phone, TV is lean back)
  2. Viral marketing (earned media spreads message)
  3. The Long Tail
  4. Video and user generated ads
  5. Rich media/Interaction
  6. The Attention Economy (through experiences)
  7. Versioning
21
Q

What are methods of acquisitions? (8)

A
  1. Display advertising
  2. Search
  3. Aggregators
  4. Affiliate Programmes
  5. Competition sites
  6. Cash back sites
  7. Email? (generally not good for acquisitionm used for other things, tend to be full)
  8. Social media
22
Q

What are means to and tools for Retention? (7)

A
  1. Data analysis (what kind of customers have you got?)
  2. Customer lifetime value
  3. Renewals
  4. Offers and incentives
  5. Loyalty programmes
  6. Email
  7. Cross channel retention
    etc
23
Q

What are the things to consider when selecting media? (8)

A
  1. Product type
  2. Target customers
  3. Quality v Quantity
  4. PR and profile raising activities
  5. Offers and competitions
  6. Risk / Reward Strategies
  7. Payment for performance
  8. Conversion rates
24
Q

What are the issues operating via multiple channels? (5)

A
  1. Analysing campaign effectiveness
  2. Promotion codes and problems (want to use them for price conscious consumers only)
  3. Centralising numerous data sources
  4. Customers who move channel mid purchase
  5. Agreeing a contact strategywhat, when and how

Digital Marketing Applications (9 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions