Digital Marketing 101 Flashcards
What is digital marketing
leveraging digital technologies to achieve marketing objectives
What P is most important
people
Name the 5 p’s
price, placement, promotion, payment, oroducts
Example of price in DM context
1 click model, subscription model, internet of things
What is internet of things?
special device connected to internet to order supplies
Product - examples in digital marketing context
sharing economy, rent vs buy, peer to peer, wearable technology
What is sharing economy?
people rank and consume their products
What is wearable technology?
Nike plus shoes - talk to the internet
Promotion - example in DM context
where things get placed. FB vs TV
Which of the p’s allows us to cater specifically to consumers?
promotion
place - in DM context
website, how it looks on mobile, how mobile is used
What are some advanced tech ways phones are used?
beacon technology detects customers entering perimeter in store
People - in DM context
we get a 360 view of customers by merging CRM data with their web activity
Name 3 tactics used to acquire customers
paid media, owned media, earned media
Define owned media and give examples
media outlets where you have control over content like personal social media, website, personal apps
Define earned media and give examples
forums where people talk about you like blogs, social media, amazon, tripadvisor
Name the steps of the customer lifecycle
You attract / make people aware, you engage them and make them consider, you have them make the conversion, you retain them, and then you ask them to advocate
Define Google’s ‘zero moment of truth’
people make a decision at the precise moment they need a question answered. Whoever answers taht at the right time gains the comptitive advantage
Explain the relationship of personas, segments and scent trails
personas are the needs wants and attributes of your audience, the rest is how do you tell them the right message at the right time through the right medium
Direct response marketers believe the one way to communicate is to:
make an offer
What do brand marketers measure?
Awareness
What is customer acquisition?
Process of identifying the right audience and attracting them to your website or owned media
Frequent means of customer acquisition?
search
What is big data?
underlying technology and machine learning that makes marketing automation possible
Define customer engagement
moving the needle from mere curiosity and interest to purchasing intent
what is the most critical element that can convince people to convert?
content
Define black hat SEO
aims to break the algorithm and cheat the system to rank higher in search results
define white hat SEO
target the audience instead of the algorithm
define microconversion
a small step on the path towards conversion goal
define macro conversion
clearly defined end goals that can impact the bottom line of your business
The RFM model indicates what?
which customers are more likely to respond positively to future engagement and marketing offers
In RFM model, if someone has high recency, high frequency, and high monetary, what do you reward them with?
Most loyal customers, get exclusive email privileges making them feel special like free shipping
High frequency, low frequency, and low monetary
Newest customers. Need good first impression with welcome offers, product usage tips
Low recency, low frequency, low monetary
least engaged, check if they still want to hear from you
Define customer lifetime value
prediction of the value a business will derive from its entire relationship with a customer
Define internet of things
network of physical devices, vehicles, and other items embedded with electronics, software, sensors and network connectivity. Example: amazon echo
