MART 308 Flashcards
What are the major issues in Integrated digital Marketing?
Consumer view:
- Privacy issues
* Data leaks
* Surveillance economy
* Use of data
* Amount of data being collected.
Industry view:
- Consumer boycott
* Ad blocks
* Up-coming restrictions on cookies leading to potential “Cookie-apocalypse”
- Can’t track what efforts are effective efforts in some cases. (attribution issues)
- Hard to keep META and Alphabet accountable.
What does “Intergrated” digital marketing mean?
- All channels must be lead by one over arching strategy.
- Results occur as a collective so each channel must ‘integrate’ with each other and work together to achieve the most desirable result.
- Watch out for siloing and misalignment of channels and content.
- Comes down to brand image.
Why are top level managers demanding more from marketers than in the past?
- They need measurable results to justify budget spending.
- Accountability for the marketing department.
- Better information result in more informed decisions.
Define P.P.C, C.P.C
Pay per click, Cost Per Click
Define S.E.M.
Search Engine Marketing
Define S.E.O
Search Engine Optimisation
Define E.W.O.M
Electronic Word of Mouth
What are some strategic issues in regard to P.P.C?
Budgeting: Determining how much to spend overall and per campaign can be challenging.
Targeting: Identifying the right audience for your ads is crucial for the success of the campaign.
Keyword Selection: Choosing the right keywords is critical as it determines where and when your ads will appear.
What are some tactical issues in regard to P.P.C?
Ad Creation: Creating compelling ads that attract clicks.
Landing Page Optimization: Ensuring the landing page is relevant and leads to conversions.
Bid Management: Adjusting bids for keywords to maximise ROI.
When dealing with P.P.C. What are the pros and cons of relevant K.P.I’s
Click-Through Rate (CTR): Pro - Direct measure of ad engagement. Con - Doesn’t account for conversion.
Cost Per Click (CPC): Pro - Easy to measure. Con - Lower CPC doesn’t always mean higher profit.
Conversion Rate: Pro - Directly tied to the objective. Con - Can be influenced by factors outside of PPC.
Return on Ad Spend (ROAS): Pro - Direct measure of profitability. Con - Can be difficult to calculate accurately.
What is Native Marketing?
Native advertising is paid media designed to match the content of a media source. An example of mobile native advertising would be a tik tok video of someone reviewing a product.
What are the three ways to pay for inventory (On-line ads)
Cost per Mille (C.P.M.): Impressions
Cost per Click (C.P.C): aka C.P.C
Cost per Acquisition (C.P.A): e.g. customer, sale, etc.
What does S.E.R.P stand for?
Search Engine Response Page
What makes up the digital marketing trifecta?
Earned Media: Organic sharing e.g. mentions
Paid Media: Advertising e.g P.P.C
Owned media: Web properties e.g social media presence, blog, website
What are publishers roles on the digital marketing world?
Sell Inventory: Space on a page or app to display ad
What are ad networks?
They connect businesses that want to run advertisements with websites that wish to host them. e.g. Google ad sense.
What are D.M.P’s?
Data Management Platforms (DMPs): gather & integrate first-party data with third-party data
for estimating, e.g. reach, lift etc.
What are D.S.P’s
Demand-side Platforms (DSP): enable advertisers to buy on multiple networks, exchanges &
platforms via a single interface
What are S.S.P’s?
Supply-side Platforms (SSP): enable suppliers to sell on multiple networks, exchanges &
platforms via a single interface
What does A.I.D.A stand for?
Awareness, Interest, Desire, Action.
What are three ways to buy inventory?
Real-time bidding (RTB)
Deals/packages
Direct
What is Performance Marketing?
When you pay for results rather than just impressions. e.g. Sales, Clicks. etc.
