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MKT1002 > Lectures 15 and 16 Digital Marketing > Flashcards

Lectures 15 and 16 Digital Marketing Flashcards

1
Q

What did newspaper and magazine adverts turn into?

A

Online adverts, social media, PPC

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2
Q

Why did newspaper and magazine averts change?

A

Newspaper and magazine sales have declined and it’s easier to target people online

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3
Q

What did door-to-door sales people change to?

A

Email

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4
Q

Why did door-to-door sales people digitalise to email?

A

Door-to-door is expensive and we can now personalise offers to existing customers via email

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5
Q

What did company brochures change to?

A

Websites

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6
Q

Why did company brochures change to websites?

A

Printing brochures is expensive, so is creating websites, but they are agile and easier to change as needed.

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7
Q

Why has traditional PR gone online?

A

With the decline in newspaper and magazine sales, the number of staff has declined too so online PR makes the process easier

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8
Q

How have directories like the yellow pages changed?

A

It is now search engine marketing

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9
Q

Why has search engine marketing become popular?

A

The default it to search online and voice search is growing, so directories have become smaller and are rarely used.

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10
Q

What have community groups changed into?

A

Social networks

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11
Q

Why have community groups changed into social networks?

A

We live in a more mobile world where people move from home to towns to find work, so traditional community groups have declined but social media networks have increased.

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12
Q

When were the Baby Boomers born?

A

Mid-1946 to mid-1964

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13
Q

When was Generation X born?

A

Mid 1960s to late 1970s/early 1980s

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14
Q

When were the Digital Immigrants born?

A

Before 1980

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15
Q

When were the Digital Natives born?

A

After 1980

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16
Q

When were the Net Generation born?

A

Between 1982 and 1991

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17
Q

When were the Google Generation born?

A

After 1993

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18
Q

When were the Millennials born?

A

In or after 1982

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19
Q

When was Generation Y born?

A

Between 1981 and 1999

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20
Q

When was Generation C born?

A

After 1990

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21
Q

What did digital disruption start with?

A

The introduction of the internet and what were known as “brochureware sites”

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22
Q

When did Amazon disrupt the traditional book-selling market?

A

1995

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23
Q

When did Netflix disrupt the video hire market?

A

1997

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24
Q

When did Airbnb disrupt the accommodation sector?

A

2008

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25
Q

When did Uber disrupt taxi services?

A

2009

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26
Q

What does digital marketing do?

A

It achieves marketing objectives through applying digital technologies in conjunction with traditional marketing communications

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27
Q

What do digital technologies include?

A

Desktops, mobile internet devices, social media platforms…

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28
Q

What is digital marketing not?

A

It is not the same as online marketing

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29
Q

What is online marketing?

A

One way of doing digital marketing

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30
Q

What are the benefits of digital marketing for buyers?

A

Convenient, easy and private
Access to unlimited information, good and services
Interaction is easy
Can configure our won products to get bespoke offerings
Sense of brand engagement and community

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31
Q

What are the benefits of digital marketing for sellers?

A

Low cost, fast
Can effectively target customers and hyperpersonalise products and services
Greater flexibility to change things in real time

32
Q

What is in the digital marketing tool kit?

A 
Email
Websites
Online PR
Search Engine Marketing
Blogs
Social networks 
Social media advertising
33
Q

Why do businesses use email marketing?

A

It is accessible
Preferred by customers
Personalised
Highest return on investment, £38 for every £1 invested

34
Q

How does email fit into a marketing strategy?

A 
Customer acquisition
Customer engagement
Customer retention
Brand awareness
Customer intelligence
35
Q

How do brands measure success for email?

A 
New customers
Returning customers
Open rate
Revenue
Traffic
36
Q

What are the advantages of email marketing?

A 
Low cost
Easy to segment 
Easy to create
Easy to measure and track
Global
Intermediate
High ROI
37
Q

What needs to be tested before sending emails?

A 
Subject line
From name
Layout and images
Call to action
Day of the week
Time of the day
Personalisation
Use of brand names
Landing pages
38
Q

What is risky about emails?

A

80% of people will delete an email if it doesn’t look good on mobile as 51% of emails are opened on mobile

39
Q

What does behavioural targeting look at?

A

Basket abandon
Browsed products
Product feeds

40
Q

How many websites are there?

A

1.5 billion

41
Q

How many websites are active?

A

Less than 200million

42
Q

What do organisations have full control over?

A

Websites

43
Q

What can websites share?

A

Aims of the organisation (about us)
Who works there (our team)
What they do (our work)
Who they work for (our customers)

44
Q

What can shopping websites do to enhance buying?

A

Multiple product images
Videos showing different product views
Verified reviews
Options for customers to get in touch

45
Q

What are the 4 key factors for making a successful website?

A

A clear purpose and aim (acquisition, convention and retention)
An understanding of their target audience
Regular updates
Website usability

46
Q

What is the concept of citizen journalists?

A

Ordinary people can contribute to the process of news production and distribution as citizen journalists by promptly posting and spreading what they know

47
Q

What is a hash tag that citizen journalists can use?

A

HelpAJournalist on Twitter positively encourages people to contact reporters about their stories

48
Q

What is fake news?

A

Propaganda or misinformation

49
Q

How old is fake news?

A

It is not something new

50
Q

Who has been associated with fake news?

A

Trump

51
Q

Why is fake news bad?

A

It discredits people and policies

It is shared quickly and people believe it

52
Q

What search engine is often used for desktops?

A

80% of desktop searches use Google

53
Q

What does SERPS stand for?

A

Search Engine Results Pages

54
Q

How do search engines decide which websites to rank higher?

A

Based on an algorithm

55
Q

What type of content does Google reward?

A

Content that is up to date, relevant and closely matches the search

56
Q

What are the two elements to Search Engine Marketing?

A

SEO and SEM

57
Q

What is SEO?

A

Search Engine Optimisation

58
Q

What is SEM?

A

Search Engine Marketing

59
Q

What does SEO do?

A

It is a strategy to remain high up on the results page in organic search results

60
Q

What does SEM do?

A

This ranks websites highly through paid advertising to increase visibility

61
Q

Define SEO

A

“SEO is the practice of increasing the quantity and quality of traffic to your website through organic search results”

62
Q

What is an organic search based on?

A

This is based on unpaid, natural rankings determined by search engine algorithms, and can be optimised with various SEO practices

63
Q

What are the 3 elements of the SEO strategy?

A

Content
Outreach and digital PR
Technical SEO

64
Q

Why is content important for SEO?

A

It is important to have strong onsite content in order for Google to understand what your site is about

65
Q

Why is outreach and digital PR important for SEO?

A

Having content placed on other sites with a backlink provides a vote for your site in Google’s eyes

66
Q

Why is technical SEO important?

A

Google needs to be able to access your website and rank it. There are some technical elements that make this hard.

67
Q

What is SEM otherwise known as?

A

PPC, Paid Search

68
Q

What does PPC stand for?

A

Page-Per-Click

69
Q

What does Paid Search do for websites?

A

It allows businesses to pay for their website to be displayed on the search engine results page when someone types specific key words or phrases

70
Q

What used to be an issue with blogs that isn’t anymore?

A

They used to be hard and expensive to run

71
Q

Why are blogs no longer hard and expensive to run?

A

Because as CMS evolved, free blogging sites became more common

72
Q

What is CMS?

A

Content Management Systems

73
Q

What are three advantages of blogs?

A

They are free to set up (sometimes) and content can be created immediately
Can be shared repeatedly

74
Q

What are some disadvantages of blogs?

A

It can take time to develop content, licensing fees and or images and time to promote the blog when published

75
Q

Where do most organisations have their blog?

A

Within rather that outside their website

76
Q

What are blog feeds good for?

A

Algorithms

MKT1002 (17 decks)

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