Exam #2 Flashcards
What are the 2 Ad Targeting Techniques?
Target the User
and
Targeting the Website.
What are the 2 parts of the Targeting the User
Ad targeting Technique?
Targeting The User
- Audience Segments
- Demographics
What are the 3 parts of the Targeting the Website
Ad Targeting Technique?
Designing an ad campaign that targets specific websites or web pages that match the target audience.
- Keywords
- Topics
- Placements
What is CPC or Cost Per Click?
Advertisers pays when the ad is clicked.
How much an advertiser pays for each click on their ad.
It includes images, videos, and text.
What is CPM or Cost Per Mille or Cost Per Thousand?
Cost per 1,000 impressions.
Adverisers pay a fixed amount for every 1,000 times their ad is displayed.
1,000 x Cost / # of Impressions
(Total amount spent/ Impressions) x 1,000
What is CPA Cost Per Acquisition?
Advertisers pay only when the ad results in a
conversion.
Advertising Cost / Conversions
What is a Display Ad?
The videos, images, and text ads that appear on websites.
What are the 3 Effective Banner Ad Design Elements?
- Attract attention
- Communicate/Offer a value proposition (UVP)
- Invite action
What is Remarketing/Retargeting?
Its displaying ads to web users who have
previously visited a website.
What are the Advantages of Remarketing?
Highly targeted, Profitable, and Cost-effective.
What are the 4 Popular Ad Formats?
1.Large Rectangular Ad
- Medium Rectangular Ad
3.Leaderboard Ad
- Large Skyscraper Ad
What is A/B testing?
A test that compares two versions of content to see which one is more appealing to visitors.
Mobile Display Ads Characteristics?
Ads typically perform worse on mobile devices
Accidental clicks → high bounce rate
What are the 3 Parts of Creating a Email Marketing Campaign?
- Building a List
- Creating good content
- Maintaining list
How to create an Email List 5 Parts?
- Provide access to interesting content.
- Provide an incentive for signing-up and describe the
benefits (e.g., discounts, giveaways, free e-book…). - Be creative in creating their list.
- Capturing email addresses in an ethical way.
Preferable to use an opt-in or double opt-in rather than opt-out. - Capturing supplemental information. Con Low conversion to long to fill out user info. Pro: strong leads better info/segmentation.
How often should a company send emails?
As often as it can create valuable content.
At what hour of the day should emails be sent?
Whenever customer response will be highest.
What is valuable email content for Online Retail Websites?
Emails that generate purchases.
What is valuable email content for Lead Generation Emails?
Emails that help maintain long-term relationships with customers.
Examples: Airlines and Hotels.
What is valuable email content for Search Engine Emails?
sending regular emails highlighting deals can lead to added business.
Examples: Airline deals, flight deals, and Car deals.
What is valuable email content for Online Media Emails?
Goal should be to encourage visits to the website.
What is valuable email content for Online B2B Emails?
Goal is “lead nurturing”: the process of cultivating and maintaining leads with potential customers.
Promoting a software such as Adobe.
What are the 3 Triggered Emails?
- Abandoned Cart
- In-store purchase
- Past purchase
What is a Abandoned Cart Trigger Email?
- Remind customer of product
- Offer coupon
What is a In-store Purchase Trigger Email?
- Receipt
- Complementary products
- Confirmation email of purchase
What is a Past Purchase Trigger Email?
- Provide a review
- Provide feedback on shopping experience
Do Triggered Emails have a Higher Open Rate than Newsletters?
Yes, by a large percentage.
Different emails should be sent to different
segments of customers.
Yes or NO?
Yes
- Make changes to certain sections of the email for certain groups.
- Send certain emails to select segments of the email list.
What are the 6 Segments for Email Segmentation?
1.Past purchases
- Past email response
- Customer preferences
- Demographics
- Location
6.Device
What is the Subject Line of an Email?
- Most important part of an email and the Title of the email when in inbox.
- Should be informative and accurate.
- Subject lines can be tested on a small portion of the email list.
- Keep it short.
Do Emails often include links to more than one landing page?
Yes
What are the 3 parts of an Email?
- Subject Line
- Ad Copy: Images and text
- Unsubsrcibe Option
What is an Open Rate for Email Marketing?
Emails Opened/ Emails Delivered
20% is a good average.
What is a Click Through Rate for Email Marketing?
Emails Clicked/ Emails Delivered
% of people who clicked on link in your email.
Good measure of the quality of an email content
% of readers who click on any part of the email
Can be improved by using good CTA and good images
What is Conversion Rate for Email Marketing?
Transactions/sessions generated via email
What is a List Churn?
It is the percentage of subscribers that leave the email list.
Irrelevant content and high email frequency can increase churn rate.
How to Avoid Spam Filters?
- Clean the email list:
Avoid Hard bounces: fake email addresses.
Avoid Soft bounces: recipient email is full.
Avoid Non-opening Emails: spam filters can recognize defunct email addresses.
8 Reasons why emails go to spam?
- When marketers do not get permission to email customers.
- When the IP address used to send out emails was previously used
for spam. - When the email does not include the physical address of the firm.
- When marketers have low engagement rates.
- When marketer do not regularly clean their email lists.
- When marketers use misleading subject line.
- When marketers do not include an unsubscribe option.
- When marketers use poor grammar and incorrect spelling.
Avoiding Spam filters: Use what type of Opt-In?
A Double Opt-In
What is a Single Opt-In (SOI)?
The subscriber provides an email address to the sender, and the sender begins sending to that address.
What is a Double Opt-In (DOI) or a Confirmed Opt-In?
The subscriber provides an address to the sender; the sender sends an email to the address provided, with a link to approve the subscription. If the response is not received, the address is not mailed to.
The difference might be a confirmed sends an email while a double might just ask the person twice on the website.
What is a OPT-Out?
Don’t Use this option: Permission Box Already Checked.
But always an Unsubscribe option for users.
Should you provide and Unsubscribe Option and
Comply Immediately?
Yes
True or False
Social media is free?
False
Companies need to hire employees to manage their social media activity. Advertising on social media can require a considerable budget.
True or False
Good social media must go viral?
False
Although campaigns that go viral are profitable, a campaign does not have to go viral to be effective.
True or False
Good social media must reach millions of people?
False
Media with a small reach can still be highly beneficial to a company.
True or False
Social media should function independently of traditional media?
False
Efforts in both areas should be coordinated to reinforce one another.
What are the 3 social media activities that
marketers do?
- Creating content/posts
- Paid advertising
- Reputation management
What is Owned Media or Content Creation
- Creating a first-time customer.
- Increasing customer loyalty.
Social media use is more successful when followers are already customers.
1st Acquisition 2nd Engagement 3rd Loyalty
Posting for SEO value
Social media has a minimal effect on search engine rankings.
When to use social media for SEO?
- Firm has already done everything it can to optimize
SEO (chap. 4 and 5) - The company depends on local search results because
local search rankings are influenced by social media
efforts
What is Paid Media or Paid Advertising?
- Platform is similar to Google’s display ads:
Advertisers choose a target audience, specify budget and use bidding system. - Advantages of social media advertising vs. search engine advertising.
– More precise ad targeting
– Ads show up in feed → more chances for engagement.
– Ads offer more engagement options (e.g.;
Augmented reality (AF) filters)
What is Reputation Management or Earned Media?
Social media monitoring:
Responding to online feedback (both positive and negative).
Important considerations:
* Team working around the clock
* Extensive training
What is Sentiment Analysis?
Sentiment analysis is also called opinion mining.
Is is used to identify opinions
and sentiments expressed in a piece of text.
What is Social Listening?
Monitoring/analyzing social media content that is related to or relevant to one’s product or brand.
What is Owned Media?
Any online property owned and controlled by a brand, such as a blog, website or social media channels.
What is Paid Media?
Any content that a business pays for to reach its target audience, such as pop-ups, sponsored social media posts, video ads, and pay-per-click (PPC) ads.
What is Earned Media?
Publicity/Exposure gained through non-paid means, like word of mouth, social media sharing, news coverage, or online mentions.
What are the 3 Sentiment Analysis’s?
- Positive Sentiment
- Negative Sentiment
- Neutral Sentiment
What are the 5 Parts of creating a Social Media Marketing Plan?
- Defining the objective
- Choosing the platform(s)
- Planning the content
- Distributing and promoting the content
- Measuring success
What are the 6 Objectives of Social Media Marketing Plan?
- Build brand equity
- Produce/ Induce additional purchases
- Improve customer service
- Reach new customers
- Provide product information and support
- Collect customer feedback
How do firms choose which social media platform(s) to use?
- Audience/Population characteristics
- Nature of the social media interactions
What is Platform Synergy?
Synergies exist among platforms (e.g., FB and IG): content created on one platform can be used on other platforms.
What are the 2 Social Media Types?
- Content Types
- Media Types
What are the 4 Content Types?
Original Content
User-Generated Content
Co-Created Content
Curated Content
What is Media Types?
- Live videos, videos, images, GIFs, and plain text.
- Companies should use the type that creates the most engagement.
What is Social Media Style Guide?
It ensures all content is consistent with brand image.
It allows consistency when multiple people manage account.
What are the 5 Parts/Guidelines of the Style Guide?
- Tone
- Legal
- Response Guidelines (Provide detailed responses and refunds)
- Formation Guidelines (emoticons)
- Other Guidelines (terminology)
What are the 3 Forms of Value?
- Utilitarian (e.g., Rational, task related, deals, product updates, new products, education…).
- Hedonic: entertainment (e.g., use of humor, …).
- Sense of community.
Should a Social Media Strategy ever be centered around creating viral content?
No, Predicting whether content will “go viral” is impossible.
What are the 4 Social Media KPI’s?
- Reach: Total number of likes/subscribers/followers or Total number of impressions/views.
- Engagement: Re-posts/re-tweets/re-pins to assess the quality of individual pieces of social media or Likes/comments to estimate engagement.
- Loyalty: Conversion rate and Purchase frequency/likelihood.
- Social Listening: Volume of mentions.
What is Influencer Marketing?
A way for brands to promote their products through
endorsements or recommendations from influencers and content
creators on the internet
Began in 2006, and increased in popularity in 2010 after the
launch of Instagram.
What are Influencer Marketing Attributes?
Companies target key influencers to reach their followers and
stimulate product demand.
Partnerships are more successful when:
The influencer’s following includes potential customers for
the brand.
The influencer’s liking for the brand is believable
What is the role of the Federal Trade Commission or FTC in Marketing?
Requires that a material connection between an endorser and an advertiser be clearly disclosed.
What is Online Reputation Management or ORM?
It is promoting a positive brand image online by increasing the visibility of positive information and managing negative information.
What is Ethical ORM?
ORM is not a method for avoiding responsibility for bad business practices.
ORM recognizes that negative online content can have unnecessarily damaging repercussions long after the underlying issues have been addressed.
What are the 5 General Guidelines for Responding to Online Criticism?
- Avoid being defensive
- Don’t downplaythe customer’s experience
or making negative comments about them - Take responsibility where applicable and come up with solution.
- Whenever possible take the matter offline.
- If the negative content is posted on a scam website, the company only respond once and avoid using the brand name to prevent these pages from ranking higher on SERP.
What are the 3 T’s of ORM Emergency Response?
- Timeliness
- Transparency
- Training
- (Take if offline)
What are Corporate Blogs, Videos, Product/Event/Charity Microsites, Directory Listings, Customer support sites, and social medias?
They are sites that revolve around a company that are visible/show up on a search engines like Google and are they are their own unique websites.
What are the 6 Mobile Constraints?
- Less information
- Slow typing
- Fat-finger clicking
- Slower processor
- Slower internet connection
- Shorter sessions
What is Mobile Behavior?
- Mobile users are more impatient than desktop users.
- Location matters more for mobile users.
- Rich media (e.g., video) is equally effective for mobile users as for desktop users.
What are the 3 reasons that there is a Lower Conversion Rate on Mobiles?
- Fat-finger clicks traffic not actually interested in converting higher bounce rate.
- Some websites poorly optimized for mobile screens.
- Some users still prefer to purchase on a desktop computer
or in store.
What are the Advantages of Mobile Advertising/Targeting?
- Geo-fencing: ad targeting based on a distance radius from a specific location.
It is Effective when combined with temporal targeting (e.g., lunch
time) and behavioral targeting (e.g., someone interested in
eating-out) - Location information can be used to:
Learn more about customer habits
Social context (home vs. office)
What is Digital Strategy?
It is the process of planning, implementing, and optimizing digital initiatives to support an organization’s goals and vision.
Digital Strategy?
1.Strategy: CEO
- Marketing Strategy: CMO and VP Marketing
- Digital Strategy: Digital Director
- Digital Execution: Social Media Manager
What are the 4 Steps of the Strategy Framework Funnel?
- Attention: Demand Generation
- Interest: Demand Generation
- Desire: Demand Harvesting
- Action: Demand Harvesting
After all the steps is Loyalty Building.
What are Ad targeting Techniques?
They allow marketers to save money by targeting potential customers.
What is Demand Generation?
Its when you provide information to potential customers to increase their interest.
What is Demand Harvesting?
It is being in front of the customer when they are ready to convert.
What is Loyalty Building?
It is directed at past and present customers.
What parts of the Strategy Framework do the Marketing Channels belong to?
Demand Generation: SEO, Paid Search, Email.
Demand Harvesting: Social Media Ads, Social Media Posting, and Display Advertising.
Loyalty Building: Display Advertising
What are the 6 Strategy Framework Digital Marketing Channels?
- SEO
- Paid Search
- Social Media Ads
- Social Media Posting
- Display Advertising
What Roles do Demand Generation and Demand Harvesting play in Producing customers.
Demand Generation: Information-based and Generic
Demand Harvesting: Pick me! and Removing obstacles.
What Role does Customer Loyalty play in Producing customers.
Loyalty communication: Enhance customer service and is Cost-efficient
Loyalty should produce greater:
* Purchase breadth
* Purchase frequency
* Purchase amount
What is an Impression?
It is when a user sees an advertisement on their screen.
