Exam 1 Flashcards

1
Q

Teach a marketer to do marketing, they’ll market for a day. Teach a marketer to
________ marketing, they’ll market for a lifetime.

A

THINK

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2
Q

When did we get the first workable prototype of the internet?

A

1960s

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3
Q

What was the first workable prototype of the internet called?

A

ARPANET

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4
Q

What happened in 1983 that became a watershed moment for the internet’s
larger adoption?

A

ARPANET adopted TCP/IP, creating “network of networks”

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5
Q

How many internet users are there around the world, according to DataReportal’s Jan 2024 report? What’s that global penetration %?

A

5.35b users, 66% penetration

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6
Q

How much time per day do global users spend using the internet (DataReportal, Jan 2024)?

A

6h 40m

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7
Q

What % of North Americans are internet users (DataReportal, Jan 2024)?

A

96.8%

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8
Q

What are the top 3 reasons for using the Internet (DataReportal, Jan 2024)?

A

finding info, staying in touch with friends and family, watching video tv shows or movies

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9
Q

What % of internet users around the world use smartphones to access the internet versus laptop/desktop computers (DataReportal, Jan 2024)?

A

94.6% smartphones, 61.8% computer

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10
Q

Know eight ways in which digital marketing is “generally conceived” as different from traditional, analog forms of marketing

A
  1. Aligned with where people increasingly spend their time and even money today
  2. More flexible/versatile
  3. More precise (e.g., targeting)
  4. More efficient/fast
  5. More measurable than traditional advertising
  6. Offering relatively greater value (lower cost, more benefit) for companies
  7. Democratized (i.e., more accessible to small budgets)
  8. Relatively more consumer-centric
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11
Q

Know three reasons, mentioned in class, that today’s consumers have more power (i.e., the three bullet points under “shoppers today have more power”)

A

They don’t depend on the word of companies/salespeople, they can skip sales-y pitches/ads, they can instantly patronize competitors

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12
Q

Understand how inbound marketing is different from outbound marketing

A

outbound: interruptive, about finding customers; inbound: optional, about getting found

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13
Q

Understand all the steps of the Inbound Methodology (i.e., how companies do
inbound marketing), and how each step influences our goal of turning strangers into ____________, ___________, ____________, and _____________.

A

steps: attract, convert, close, delight
turn: visitors, leads, customers, promoters

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14
Q

Understand all three steps of the Buyer’s Journey and the focus of each step

A

awareness: defining the problem, consideration: considering types of solutions, decision: choosing a specific solution

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15
Q

Though marketing operates throughout the sales-marketing funnel, where in the funnel does marketing primarily operate in a strategic, growth-minded sense?

A

top of funnel

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16
Q

Understand the meaning of ToFu, MoFu, and BoFu

A

ToFu: top of funnel, MoFu: middle of funnel, BoFu: bottom of funnel

17
Q

Understand two crucial pre-marketing questions

A

what precisely are we trying to achieve? who exactly are we trying to achieve it with?

18
Q

Know 5 of the primary considerations in creating buyer personas

A

goals/values, info sources, pain points, demographics, objections

19
Q

Understand how you should and shouldn’t use personas (Chris’s humble thoughts)

A

don’t target your types of customers, use them to understand and empathize with customers already buying your product

20
Q

Understand 3 elements of the digital mix and be able to identify examples of each

A

owned (website, blog), paid (display ads, paid social), earned (media coverage, organic search)

21
Q

Know 3 ways the best content curation adds value

A

thought leadership/perspective, organization/convenience, discovery

22
Q

Understand the Triple-H content framework and the meaning of each H

A

help (search), hub (repeat visits), hero (big traffic, media attention)

23
Q

Know 5 basic components of a content calendar

A

content, channels, personae, dates, creators

24
Q

Know 4 types of metrics for “measuring content effectiveness”

A

consumption, engagement, lead generation, revenue

25
Q

Know 5 benefits of blogs/blogging

A

landing pages, seo rank, expert reputation, content staging, community

26
Q

What’s the marketing objective in the pre-blog versus the in-blog?

A

pre-blog: get the click; in-blog: stay in blog, take next step

27
Q

Understand the AIDA copywriting framework

A

attention, interest, desire, action

28
Q

What is the difference between gated and ungated content?

A

ungated: available for universal access, no conversion; gated: requires email/personal info, conversion

29
Q

Understand the P-S-R model for writing case studies

A

problem, solution, results

30
Q

Know 4 things press releases are great for

A

broadly distributing big news, pouring fuel on “hero” content, amassing discoverable content around a topic, enabling reporters to spread word

31
Q

What’s the major difference between copywriting and copywriting for marketing purposes?

A

the latter always serves a business objective and usually seeks to drive action

32
Q

Know Ann Handley’s formula for quality content (+ Chris’s contribution)

A

utility x inspiration x empathy x business objective = quality content

33
Q

Know two meanings associated with the word “storytelling,” when used by marketers

A

finding human experience in your brand and your brand in the human experience, communicating something bigger than business

34
Q

Know 5 narrative-technique principles used by marketers (and other storytellers)

A

conflict drives story; create tension, ease it, repeat; have villain and hero; show > tell; find the humanity

35
Q

What does it mean to be a “football center” when working with designers?

A

set up for success, protect

36
Q

Be able to recognize the name of popular apps belonging to the Adobe Creative Cloud

A

photoshop, illustrator, indesign, xd

37
Q

Know the difference between raster and vector files

A

raster made of pixels, vector made of math

38
Q

Know 4 critical design considerations

A

color, typography, imagery, composition