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Digital Marketing > Midterm > Flashcards

Midterm Flashcards

1
Q

Product List Ads (PLA) EXAM QUESTION

A

Short cutting straight to a product.
Ex. Thing Reebok shoes, red ballet flats.
- product must be inventoried to google merchant centre
- recommended for low-mid priced project
- must have a checkout process, not just an ad that is talking about a product that you can’t buy yet/buy online

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2
Q

Search engine marketing (SEM)

A

Like seo, pay to win. Search engine marketing

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3
Q

Publisher

A

A site on a network that shows ads from other organizations

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4
Q

Day parting

A

Tailoring your campaign to days and times

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5
Q

Site link

A

A link to a part of your website.
“About us, our history”… clicks “our history”
Scrolls down by itself to “our history”
…
Or women’s clothing section, tops, crop tops.

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6
Q

Paid search

A

Ads you see at the or sides of the results page

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7
Q

Display ad

A

Type of ad that combines text, images, and a url that links to a website where a customer can learn/buy product
Types:
- awareness of the product/brand
- direct response prospecting (find users in highly relevant areas of web to gain customers)
- retargeting

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8
Q

Behavioural segmentation

A

Observes the type of content consumed and browsing habits to make assumptions about user

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9
Q

Keyword contextual targeting

A

Placing adverts net to appropriate content to ensure ad is relevant. Can choose keywords to and to not associated with

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10
Q

How to start social media marketing (steps)

A

What are your goals, who, where, when is ur audience, what are competitors doing, content strategy, curation (what will you share: other people’s content, partnerships), what content produced

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11
Q

Types of influencers (tier)

A

Celebrities, professional bloggers, thought leaders, micro-influencers, advocates.

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12
Q

Risk management (EXAM QUESTION)

A

Identification, assessment, and prioritization of risk

Risk= hazard (solution that poses a level of threat to life, health, property, or environment) x exposure

Higher the score, higher the risk

Practice the chart for it, easy peasy

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13
Q

SEO (search engine optimization)

A

Optimizing ur site for the search engine’s natural results

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14
Q

Backlink

A

A link pointing to your site from elsewhere

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15
Q

Anchor text

A

Text that is also a link

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16
Q

Value proposition

A

What makes you different? What’s a compelling reason to buy from you?
Statement the summarizes why a customer should choose you
- clearly define what you offer -> need based, not just product
- relieve a pain-point

17
Q

Value proposition canvas (like in 201)

A

In circle. Wants, needs, competitors
In square. Benefits, experience, differentiation

18
Q

Value proposition formula

A

To help [target market] to [fulfil unique need] by [unique offering: benefits, experience, differentiation]

19
Q

Vision statement

A

Aspirational statement made by an organization that articulates what they would like to achieve

20
Q

Vision based planning

A

Creating a vision and following a process of delivering it. We might get to the destination, but what if it’s not relevant anymore?
Plan 5 years
Limited deviation
Deliver as per plan (May be outdated)
6 steps:
1. Identify vision statement
2. Produce mission statement
3. Establish primary goals
4. Create specific objectives and strats for goals
5. Implement action plans to fulfil strats
6. Put action plans into effect, evaluate, evolve

21
Q

Real time planning

A

Retains fluidity [allows flexibility, casual, lack of structure] to your planning process to ensure your plans are malleable to the circumstances (relevant)
Plan 1-3 years
Continue to evolve
Deliver in evolved state

22
Q

Consumer mkt (majority, etc.) 🎞️

A

Innovators, early adopters, early majority, late majority, laggards

23
Q

Crossing the chasm

A

Acceptance of novel innovations by early majority

24
Q

Digitization

A

Simply transferring something physical to digital ex. Book to pdf

25
Q

Digitalization

A

Transformation of a culture into a more digital focus Ex. Consumers beginning to rely heavily on mobile phones or using WhatsApp as primary communication

26
Q

Minimum viable product

A

Development that does enough to be able to test the product

27
Q

Design thinking

A

Cognitive, strategic, and practical process to design concept based on latent needs of customers

28
Q

Open innovation

A

Process of utilizing external resources and capabilities for innovation

29
Q

Brand

A

Name, symbol, icon, design or combination of these, identifies maker or marketer of a product

30
Q

OGILVY Brand framework

A

PURPOSE, vision & value proposition, PERSONALITY & BUSINESS PRINCIPLES & VALUES

31
Q

KPI (key performance indicator)

A

Immeasurable value that demonstrates how effectively a company is achieving key organizational objectives. Ex. Financial, operational, strategic, drive revenue, reduce costs, mitigate risks

32
Q

Strategic orientations

A

Principles that direct and influence the activities of a firm and generate the behaviours intended to ensure its viability and performance: market orientation, entrepreneurial orientation, innovation orientation, learning orientation, failure learning orientation, alliance orientation

33
Q

Continuous innovation

A

When an existing product undergoes marginal changes, without altering customer habits. iPhone 10 to 11

34
Q

Discontinuous innovation

A

New technology applied to solve an existing need in a new way. Ex. Old 80s phone to smartphone

35
Q

Porters five forces model
EXAM QUESTION

A

Threat of new entrants, bargaining power of buyers, bargaining power of suppliers, threat of substitutes

All circling
Rivalry amongst existing competitors

1) competition? (Moderate, high, or low)
2) threat of substitutes?
3) barriers to entry?
4) buyer power? [choice, workarounds]
5) supplier power? [ex. Writers, production houses]

X-axis——>
Evaluation [what I did up there], implications (what does this mean for business), strategy (1-2 strategies)

36
Q

SWOT

A

Strengths, weaknesses, opportunities, threats

37
Q

Psychographic segmentation

A

Social class, lifestyle, personality

38
Q

Boston consulting group matrix

A

Framework that helps companies decide how to prioritize their different businesses.

Releative mkt share
High. Low. Mkt
Growth
High. Stars. Question mark. Rate.

Low. Cash cow. Dogs

Digital Marketing (1 decks)

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