Exam 1 Flashcards
Teach a marketer to do marketing, they’ll market for a day. Teach a marketer to
________ marketing, they’ll market for a lifetime.
THINK
When did we get the first workable prototype of the internet?
1960s
What was the first workable prototype of the internet called?
ARPANET
What happened in 1983 that became a watershed moment for the internet’s
larger adoption?
ARPANET adopted TCP/IP, creating “network of networks”
How many internet users are there around the world, according to DataReportal’s Jan 2024 report? What’s that global penetration %?
5.35b users, 66% penetration
How much time per day do global users spend using the internet (DataReportal, Jan 2024)?
6h 40m
What % of North Americans are internet users (DataReportal, Jan 2024)?
96.8%
What are the top 3 reasons for using the Internet (DataReportal, Jan 2024)?
finding info, staying in touch with friends and family, watching video tv shows or movies
What % of internet users around the world use smartphones to access the internet versus laptop/desktop computers (DataReportal, Jan 2024)?
94.6% smartphones, 61.8% computer
Know eight ways in which digital marketing is “generally conceived” as different from traditional, analog forms of marketing
- Aligned with where people increasingly spend their time and even money today
- More flexible/versatile
- More precise (e.g., targeting)
- More efficient/fast
- More measurable than traditional advertising
- Offering relatively greater value (lower cost, more benefit) for companies
- Democratized (i.e., more accessible to small budgets)
- Relatively more consumer-centric
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”)
They don’t depend on the word of companies/salespeople, they can skip sales-y pitches/ads, they can instantly patronize competitors
Understand how inbound marketing is different from outbound marketing
outbound: interruptive, about finding customers; inbound: optional, about getting found
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 _____________.
steps: attract, convert, close, delight
turn: visitors, leads, customers, promoters
Understand all three steps of the Buyer’s Journey and the focus of each step
awareness: defining the problem, consideration: considering types of solutions, decision: choosing a specific solution
Though marketing operates throughout the sales-marketing funnel, where in the funnel does marketing primarily operate in a strategic, growth-minded sense?
top of funnel