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Digital Marketing Final Exam > Deck_01 > Flashcards

Deck_01 Flashcards

1
Q

What is the definition of mobile marketing?

A

A set of practices that enables organizations to communicate with and engage with their audiences in an interactive and relevant manner through and with any mobile device or network.

or

Make your move through mobile!

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2
Q

What are the four stages of a mobile marketing process?

A
  • OPPORTUNITY
    • Challenges/Risks
    • Characteristics
    • Trends
    • Devices
  • OPTIMIZE
    • App development
    • Mobile sites
  • ANALYZE
    • Measure
    • Analyze
    • Optimize
    • Emerging trends
  • Advertise
    • sms
    • mobile advertising
    • proximity marketing
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3
Q

What are the key benefits of mobile marketing?

A
  • Personal connection
  • Access/Immediacy
  • Distribution
  • Cross-Platform capabilities
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4
Q
A
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5
Q

What are some challanges of mobile marketing?

A
  • Consumers have a digital voice that they can let loose at any time.
  • Also, the personal nature of mobile has forced brands to rethink their delivery of content.
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6
Q

What is the current standard practive when it comes to mobile optimized sites?

A

The new standard practice is to have a single destination for all content. Whether users browse from mobile devices or their desktops they reach the same place, but they see content in a different way depending on the device they are using

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7
Q

How should mobile optimized sites be different from the desktop versions?

A
  • Prioritize content over navigation
  • Create large tap targets
  • Remove unnecessary content
  • Provide for quick tasks
  • Consider download speed
  • Know your limits
  • Understand interactions (touch versus click).
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8
Q

What new possibilites are there thanks to the rise of mobile sites?

A

Mobile sites allow the integration of content with mobile features and functions, including:

  • GPS
  • Keyboard choices
  • SMS
  • Click-to-call/Auto-detect numbers
  • AutoCorrect
  • Visit Desktop option
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9
Q

Whats the advantage of a mobile site versus an app?

A
  • Immediacy
  • Compatibility
  • Easily upgraded
  • Easily found
  • Longer life cycle
  • Cost/time-effective
  • Support and sustainability
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10
Q

What are the advatages of apps versus mobile sites?

A
  • Uninterrupted Internet access not required. This is a major consideration if, for example, you are building a tourism app to be used by travelers who want to avoid data-roaming charges. Travelers would be charged to browse a mobile site but not to access your app, once they have downloaded it.
  • Better phone integration. Generally apps can leverage a phone’s features (such as its GPS and camera) better than a mobile site can.
  • Platform-specific. Apps are usually built for a specific purpose, whereas mobile sites will function the same across platforms. A site will use a recognizable interface and the same navigation across any device. Which can be good or bad, depending on what you want.
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11
Q

What are the disadvantages of web apps?

A
  • Fragmentation. Different browsers across different devices will treat HTML5 in different ways, which can lead to inconsistencies and a disrupted user experience.
  • Online Only. Since web apps live online, they rely on connectivity.
  • Less integration. HTML5 is still largely a desktop language despite its many enhancements, so a web app will be less integrated with a phone’s functionality and features than a native app would be.
  • Visibility/distribution. This is s major disadvantage.
  • Revenue options. You can put a price on your native app and sell it in app stores.
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12
Q

What goals can be achieved through mobile marketing?

A
  • Business goals
  • Product goals
  • Communication goals
  • Marketing goals
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13
Q

What is proximity marketing?

A

Proximity marketing involves sending the right content to the right place at the right time.

  • For example, if users walk into Macy’s and have the Macy’s app, the chip will push offers to their phones based on where they are.
  • An area in proximity marketing is QR codes—those small, square, black-and- white bar codes that can be read by your phone’s camera. For advertisers, they are convenient and cost effective; in fact, they are usually free.
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14
Q

What are some tips for the use of QR Codes?

A
  • If you decide to use QR codes, bear these tips in mind:

Do:

  • Direct users to a mobile-optimized landing
  • page.
  • Include mobile coupons to engage them.
  • Build a list of mobile media like apps, videos, podcasts or PDFs.

Don’t:

  • Make the code too small or so far away
  • that it will not scan.
  • Present the code in places with no Internet, for example, subway stations.
  • Send users to your homepage.
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15
Q

What are the four stages of E-Mail marketing?

A
  • DATA
    • Collection
    • Segmentation
    • Management
  • Design
    • Email clients
    • Interaction process
    • Sender/Subject/Copy
    • Images
    • Risks
  • Delivery
    • ESPs
    • Scheduling
  • Discovery
    • Interaction scale
    • Campaign report
    • Subscriber report
    • Split test
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16
Q

What is E-Mail marketing?

A

A structured, systematic process that is one of the most successful channels for delivering highly relevant marketing communications to targeted subscribers.

17
Q

What does the E-Mail marketing process look like?

A
  • Initiate. Start with the customer and work towards a fully optimized email marketing campaign. Who are your target subscribers? What kind of email content will best suit their preferences and needs?
  • Iterate. Measure and analyze the performance of your email marketing campaign. Are your target subscribers opening your emails and engaging with them? Are they ignoring them? You can use this information to learn from your mistakes, repeat your successes, and continually improve the execution of your campaign.
  • Integrate. Incorporate your email marketing campaign into your overall digital marketing and offline marketing efforts.
18
Q

Five Ways to Avoid the Damning Judgment: Spam!

A
  • Avoid Spam Filters
  • uSave Subscriber Lists from Spam
  • Stay Relevant to Stop Spam
  • Don’t Conceal Your Identity
  • Don’t Buy or Share Lists
19
Q

What are some offline and online methods for Data collection (E-Mail marketing)

A

Offline Methods for Data Collection:

  • Printed materials
  • Events
  • Customer

Online Methods for Data Collection:

  • Website sign-up forms
  • Social media
  • Customer touchpoints
20
Q

In what categories can Data be segmented (E-Mail Marketing)

A
  • Demographics
  • Geography
  • History
  • Relationship
  • Customer lifecycle
  • Dynamic segmentation
21
Q

what are the key features of email copy that affect engagement?

A
  • Relevance
  • Calls to action
  • Personalization
  • Structure
22
Q

Explain the delivery step of the E-Mail marketing process

A
  • Recognize the key characteristics of email service providers.
  • Identify when subscribers are most likely to open emails.
  • Personalize the design of an email and when it is sent to accommodate subscriber preferences.
23
Q

What are click throughs, pass-alongs, bounces and hard bounces?

A
  • Click-throughs: These measure the recipients who clicked on a link or image within an e-mail, thereby opening the hyperlinked web page for additional content. Each link in an e-mail can usually be tracked separately.
  • Pass-alongs: These are the number of recipients who forward your message along to a friend or colleague.
  • Bounces: E-mails classi
  • Hard bounces: These e-mails have been sent to a domain or e-mail address that no longer exists (or never did). You must have a system for deleting hard bounces immediately.
24
Q

What are soft bounces and opt-outs (unsubscriber)?

A
  • Soft bounces: As opposed to hard bounces, soft bounces present a temporary condition that renders the e-mail undeliverable, the two main reasons for which are usually a full mailbox or a server down. You should resend soft bounces four times, and then delete them from your e-mail list.
  • Opt-outs or unsubscribes: These events occur when a user requests not to be included on your e-mail list. This can be done after receiving your initial e-mail, or by having a permission box pre-checked. The number of recipients who ask to have their e-mail address removed from your e-mail distribution list is the number of opt-outs.
25
Q

What are emerging economies?

A
  • Emerging economies are characterized by a rapidly developing middle class, which creates demand for products and services.
  • Four countries represent the power and opportunity in emerging markets: Brazil, Russia, India and China.
  • Countries with emerging economies can be found on every continen
26
Q

What is market similarity?

A

Marketers in emerging economies must find market similarities in order to be successful in selling products.

27
Q

What are some E-Commerce Payment and Trust Issues?

A

E-commerce in emerging markets is often hampered by limited use of credit cards and lack of trust in safely conducting online transactions.

  • Nepal, for example, is still predominately a cash-based economy and credit cards are scarce.
  • In Bolivia, only 2.3 percent of the population has a credit card.
  • Credit card use is virtually non-existent in Ethiopia.
  • E-marketers working in emerging economies should also understand attitudes toward online purchasing.
  • A 2007 study in Lithuania found that 51% of Internet users had not made an online purchase because they thought it was too risky.
  • To overcome trust issues in the Czech Republic, eBanka, an Internet bank, was established in 1998 to handle secure online purchases.
28
Q

What are some issues of basic technology that marketers face?

A
  • Limited access to and use of computers and telephones
  • High Internet connection costs
  • Slow Internet connections speeds
  • Unpredictable power supplies
29
Q

Challanges regarding Computers & Telephones

A
  • Global computer ownership and access is unevenly distributed.
  • Ownership ranges from 84% in Kuwait to 2% in Bangladesh.
  • Telephones (and connectivity) can be scarce and expensive.
  • Many consumers in countries with emerging economies access the Internet from telecenters, small shops that offer Internet connections.
30
Q

Challanges regarding Internet INFRASTRUCTURE

A
  • Countries with emerging economies often have higher Internet-related costs. Broadband connections are developing quickly and growth is predicted to come from emerging markets.
  • South Korea has one of the highest broadband penetration rates and one of the world’s fastest, cheapest networks.
  • Emerging economies’ sporadic electricity can also be a challenge for digital marketers
31
Q

What is the digital divide?

A
  • Digital marketers must consider the social environment in which e-business operates.
  • Disparities with regards to technology access can create a digital divide between countries or populations.
  • The digital divide raises challenging questions for global policy, international business, and entrepreneurship.
32
Q

Facts about wireless Internet access

A
  • At the end of 2010, there were 4.25-5.0 billion mobile phone subscriptions worldwide increasing to 6.95 billion in 2020.
  • Two-thirds of the world are now connected via mobile phones.
  • Challenges of wireless digital marketing:
    • Modification of website content for small screens u Text entry using tiny keypads
    • Content development
    • Pricing and secure payments
    • Differences in consumer behavior with the mobile Internet
33
Q

What is the definiton of Analytics?

A

Formal definition of analytics: The process of measuring, collecting, analyzing, and reporting the behavior of visitors on a website, in order to understand and optimize web usage.

34
Q
A

Digital Marketing Final Exam (1 decks)

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