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INSY440 > E-commerce Marketing & Advertising Concepts > Flashcards

E-commerce Marketing & Advertising Concepts Flashcards

1
Q

Consumer behaviour

A

A social science discipline that attempts to model and understand the behavior of humans in a marketplace

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2
Q

Consumer Decision Process (5 steps)

A

Awareness/Need Recognition
Search
Evaluation of alternatives
Purchase
Post-Purchase Behaviour

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3
Q

Online marketing communications

A

Varies at each stage of the consumer decision process

eg:
Search engines in Awareness, Search, and Evaluation stage
Promotional emails in Purchase stage

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4
Q

Offline marketing communications

A

Varies at each stage of the consumer decision process

eg:
Social networks in the Awareness, Search, Evaluation, and Post-Purchase stage
Store visits in the Search & Evaluation stage

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5
Q

3 variables in the general model of consumer behaviour

A

Independent demographic variables (cultural, social, psychological)
Intervening variables (Brand, market communications stimuli, firm capabilities)
Dependent variables (in-store behaviour, buyer decisions)

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6
Q

Clickstream behaviour

A

The digital trail that consumers establish as they move about the Web

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7
Q

Online consumer behaviour vs general model of consumer behaviour

A

Similar to normal consumer behaviour with the addition that clickstream data greatly influences purchase decision near to the precise moment of purchase

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8
Q

% of US who have shopped online

A

92.5%

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9
Q

Two most important factors shaping decision to purchase online

A

Trust
Utility

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10
Q

Trust (online purchase decision)

A

Perception of credibility, ease of use, perceived risk. Sellers develop trust by building strong reputations for honesty, fairness, delivery

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11
Q

Utility (online purchase decision)

A

Prices, convenience, speed
eg:
Which brand should I buy from? What has higher utility?

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12
Q

Four features of internet marketing (PPPC)

A

More personalized
More participatory
More peer-to-peer
More communal

Most effective marketing is when all four features are present

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13
Q

Search engine marketing (SEM)

A

A digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs)

*ORGANIC & PAID SEARCH

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14
Q

Search engine advertising

A

Use of search engines to support direct sales.
Pay-per-click (PPC) search ads:
Keyword advertising: Google Ads
Google AdSense: Publishers (websites) allow Google to place relevant ads on their sites

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15
Q

Search engine optimization (SEO)

A

A digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs) through keywords, etc

*ORGANIC SEARCH

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16
Q

Display ad marketing

A

Include banner ads, rich media ads, video
ads, sponsorships, native advertising, and content marketing

17
Q

Display ad marketing issues

A

Ad fraud
Viewability
Adblockers

18
Q

Online advertising

A

A paid message on a website, app or other digital medium

19
Q

Organic search

A

Inclusion and ranking of sites depends on a more or less unbiased application of a set of rules imposed by the search engine

20
Q

Ad fraud

A

Falsifying web or mobile traffic in order to charge
advertisers for impressions, clicks, or other actions that never actually occurred

21
Q

Direct email marketing

A

E-mail marketing messages sent directly to interested users

22
Q

Spam

A

Unsolicited commercial e-mail

23
Q

Social, Mobile, & Local Advertising (SoLoMo)

A

Social: Use of online social networks and communities
Mobile: Use of mobile platform, influence of mobile apps
Local: Geotargeting, display ads in hyperlocal publications, coupons

24
Q

Viewability

A

How visible a display ad is on a digital space
Significant % of online ad impressions are not actually viewed or even viewable.

25
Q

Rich media ads

A

Go from one page to another, and others a pop up that takes up the whole page. Ads employing interactive features that engage the user

26
Q

Native advertising

A

Advertising that looks similar to editorial content

27
Q

Content Marketing

A

Creates a content campaign for a brand and then attempts to secure placement on a variety of websites.

28
Q

Geofencing

A

When you come near the university, the app will show you the ad for it. Strong as it is relevant

29
Q

Multi-channel marketing

A

Integration of online and offline marketing
Are not synchronized across online/offline
Limited coordination across channels
Focuses on individual channel experiences

30
Q

Omnichannel marketing

A

When physical and digital channels are synchronized - seamless integration of branding, messaging, and online and offline touchpoints as consumers move down the sales funnel, enabling a more impactful customer experience

INSY440 (19 decks)

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