Midterm Study Flashcards
Social networking, blogs, RSS, podcasts, mobile editions, digital editions, etc. are examples of what?
Digital Distribution Channels
The creation and satisfaction of demand for a product or service.
Marketing - some people define it as “advertising,” but that does not cover the entire field of marketing
Utilizing the Internet and other digital channels to drive demand for products and services.
Digital Marketing
A set of ideas that outline how a product line or brand will achieve its objectives.
Strategy
A specific action or method that contributes to achieving a goal.
Tactic
Who said: the business enterprise has two - and only two - basic functions: marketing and innovation.
Peter Drucker, Management Theory Guru
What are the 5 Cs for strategy?
Customers, Competitors, Collaborators, Company, Context
Potential buyers with wants and needs that the company aims to fulfill with its offerings.
Customers
Organization or business unit providing certain goods or services.
Company
Organizations that offer products or services that aim to fulfill the same wants and needs of the same customers as the company’s offering.
Competitors
External business entities that work with the company to create value for customers.
Collaborators
Environment in which the company operates and its associated elements.
Context
Creating an identification moment in the customer’s mind.
Awareness
Informing the customer about your offerings and encouraging them to learn more.
Interest & Engagement
Where we convert a prospect into a customer.
Acquisition
Begin to differentiate between customer segments and market to them accordingly.
Customer Segmentation
Focus on convincing existing customers to purchase again.
Customer Retention
Satisfying customers to the point that they spread the word about our offerings.
Support & Advocacy
Discovery, consideration, and decision.
The Buyer Journey
What are The Four Ps?
Price, Product (or service), Placement (distribution), Promotion
What are Porter’s Five Forces?
Power of Customers, Threat of New Entrants, Power of Suppliers, Threat of Substitute Products, Competitive Rivalry within the Industry
Name the parts of the Digital Marketing Strategy Framework.
- Define Digital’s Mission
- Derive the Digital Strategy
- Derive the Interaction Strategy Across the Customer Lifecycle
- Measure and Improve ROI
What is PESTLE?
Used to identify a clear set of considerations or issues pertinent to the marketing strategy - Political, Economic, Social, Technological, Legal, Environment
Research, plan, and strategize. Use the opportunities of digital to meet communication, market, and product challenges. Plan assets and campaigns.
Think
Make beautiful assets, from websites and videos to banner adverts and applications.
Create
Use channels to drive traffic to those assets and build relationships with customers.
Engage
Use channels to offer consistent value and grow long term customer relationships.
Retain
Track and analyze to understand how assets and campaigns are performing. Derive insight to improve and test assets and campaigns.
Optimize
What is a SWOT analysis?
Strengths, Weaknesses, Opportunities, Threats - an ideal way to understand your business and your market
What is a key performance indicator (KPI)?
Metrics that are used to indicate whether tactics are performing well and meeting your objectives
What is SEO?
Search Engine Optimization - the practice of optimizing a website to rank higher on the search engine results pages for relevant search items
The idea that human attention is a scarce commodity (e.g., seeing attention as a limited resource).
Attention Economy
A visual representation of the customers’ flow from beginning to the end of the purchase experience, including their needs, wants, expectations, and overall experience.
Customer Experience Map
A detailed description of a fictional person to help a brand visualize a segment of its target market.
Customer Persona (e.g., The Vanca Woman)
A person who identifies as part of a world community and works toward building the values and practices of that community.
Global Citizen
A social group linked by a shared belief or interest.
Tribe
An item sold by a brand.
Product
A narrative that incorporates the feelings and facts created by your brand, intended to inspire an emotional reaction.
Story
External, often tangible, pressures, rewards, threats, or incentives that motivate us to take action even if we don’t necessarily want to.
Extrinsic Motivators (e.g., limited-time specials and discounts, scarcity, loyalty programs, free content, etc.)
Performing an action for an intangible benefit simply because they want to, or for the pleasure, fun, or happiness of it.
Intrinsic Motivators (e.g., love, enjoyment and fun, self-expression, personal values, etc.)
Our own personal prejudices and preferences, as well as common ways of thinking that are inherently flawed.
Cognitive Biases
Older data that gives information on how a brand performed in the past.
Lagging Indicators
A quantifiable measure used to track the performance of a campaign. The most important of these are called KPIs.
Metric
The process of breaking an overall audience or target market into smaller groups based on specific commonalities for more accurate targeting.
Segmentation
What is a SMART objective?
Specific, Measurable, Attainable, Relevant, and Time-Bound
The specific value that a marketer wants a metric to achieve.
Target
The number of people who view one page and then leave a website without viewing any other pages. Data statistics and facts collected for analysis.
Bounce Rate
The systematic analysis of subjective materials, such as survey responses or social media posts, in order to determine the attitude and intended emotional communication of the customer.
Data Sentiment Analysis
A form of qualitative research where people are asked questions in an interactive group setting. From a marketing perspective, it is an important tool for acquiring feedback on new products and various topics.
Focus Group
A supposition that is tested in relation to known facts; a proposition based on reason but not necessarily assumed to be true.
Hypothesis
A testing environment where the researcher observes how a customer uses a website or product.
Listening Lab
The collection of data to present a new set of findings from original research.
Primary Research
Data that can be observed but not measured. Deals with descriptions.
Qualitative Data
Data that can be measured or defined. Deals with numbers.
Quantitative Data
A community set up with the intention of being a source for research.
Research Community
The collection of existing research data.
Secondary Research
The emotion attached to a particular mention which is positive, negative, or neutral.
Sentiment
A sample that is big enough to represent valid conclusions.
Statistically Significant
What are the research methodology process steps?
- Establish the goals of the project
- Determine your sample
- Choose a data collection method
- Collect data
- Analyze the results
- Formulate conclusions and actionable insights (e.g., producing reports)
When any of or all words must be found in the mention.
Broad Match (e.g., Apple Computers)
Denoted by quotation marks and dictates that the tool should find mentions only where the phrase appears complete and in order.
Direct Match (e.g., “Apple Computers”)
Denoted by a plus sign directly before a word or phrase. This will instruct the tool to search for any mention that contains both — AND —, although not necessarily in that order.
Inclusive Match (e.g., Apple +computers)
Denoted by a minus sign directly before a word or phrase. This will instruct the tool to include only mentions that contain the first word or phrase but not when the second word is also in the same mention.
Exclusive Match (e.g., Apple -fruit)
What type of ads are shown between pages?
Interstitial Ads
The length of time that a user stays exposed to an ad.
Dwell Duration
Where is the best place for an ad?
At the page “fold”
When an advertising check happens to see if the users has visited other websites in the ad inventory using cookies to target the user again, what is this called?
Retargeting
What is CPM?
Cost per Mille (1,000 impressions) - usually for higher volume sites (favors the publisher) such as premium or booked media
What is CPC?
Cost per Click - usually for lower volume sites - refers to when an advertiser pays only when their ad is clicked on, giving them a visitor to their site typically from a search engine in per-per-click search marketing or programmatic CPC buying engines
What is CPA?
Cost per Acquisition - refers to the cost of acquiring a new customer; the advertiser pays only when a desired action is achieved (sometimes called cost per lead, favors the advertiser)
What are the 3 steps to create demand?
Inform, Persuade, Remind
What is CTR?
Clickthrough Rate = clicks / impressions, shown as a % conversion - a visitor completing a target action
Content websites that serve pay-per-click adverts from the same provider, such as AdWords, what are they called?
Display Network
Measuring the effectiveness of a campaign by collecting and valuating statistics.
Tracking
Media that is not digitally based or bought through digital metrics, these include TV, print, radio, magazine, etc.
Traditional Media
A software tool that collects data on website users, based on metrics to measure its performance.
Web Analytics
What is a SERP?
Search Engine Results Page
What is CPE?
Cost per Engagement - advertisers pay for interactions with adverts, normally placed in videos or applications, such as Facebook applications
Attribute for the IMG HTML tag. It is used in HTML to attribute a text field to an image on a web page, normally with a descriptive function, telling a search engine or user what an image is about and displaying the text in instances where the image is unable to load.
Alt Text or Alt Tag
The process of optimizing mobile and web applications for the specific web stores in which they are distributed.
App Store Optimization (ASO)
All the links from pages on external domains pointing to pages on your own domain. Each link from an external domain to a specific page is known an inbound/?????? The number of ?????? influences your ranking, so the more, the better.
Backlink
What is another name for a definitive URL?
Canonical
A technology used to show video and animation on a website. It can be bandwidth heavy and unfriendly to search engine spiders.
Flash
Standard elements used to define headings and subheadings on a web page. The number indicates the importance so H1 tags are viewed by spiders as being more important than H3 tags.
Heading Tags
The first page of any website. Gives a users a glimpse into what your site is about very much like the index in a book, or contents page in a magazine.
Home Page
A hyperlink on a website that points from one page to another on the same website domain.
Internal Link
The number of times a keyword or key phrase appears on a website.
Keyword Frequency
Two or more words that are combined to form a search query are often referred to as keywords. It is usually better to optimize for these rather than for a single word.
Key Phrase
The page a user reaches when clicking on a paid or organic search engine listing. The pages that have the most success are those that match up as closely as possible with users’ search queries.
Landing Page
A technique for creating content that is specifically designed to attract links from other web pages.
Link Bait (aka Link Magnets)
Tags that tell search engine spiders exactly what a web page is about. It’s important that your ???? ???? are optimized for the targeted keywords.
Meta Tags
When a user clicks on a link from one site to another, the site the user has left is called the ??????
Referrer
A file written and stored in the root directory of a website that restricts the search engine spiders from indexing certain pages of the website.
Robots.txt
Programs that travel the web, following links and building up the indexes of search engines.
Search Engine Spiders
A measure of how easy it is for a user to complete a desired task.
Usability
A guide that search engines use to help them index a website, which indicates how many pages there are, how often they are updated, and how important they are.
XML Sitemap
Search engines look for signals of what?
Popularity, Authority, Relevance, Trust, Importance
Achieved by making changes to the HTML code, content, and structure of a website, making it more accessible to search engines and by extension, easier for users to find.
On-Page Optimization
Generally focused on building links to the website and covers activities like social media and digital PR.
Off-Page Optimization
What are the steps involved for keyword research?
- Brainstorm
- Gather data
- Use keyword research tools
What is the average clickthrough rate on paid search?
1 in 52
What is the average clickthrough rate on display ads?
1 in 286
What is the maximum number of ads shown on a Google SERP?
7
What is the character limit for a Google ad headline?
30
What is the character limit for a Google ad description?
80
This practice avoids the labor used for multiple ad copies, but still targets exactly what the user was searching for. An example is ‘Cheese Pizza’ and returning ‘Papa John’s Cheese Pizza’.
Dynamic Keyword Insertion
Longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase or when they’re using voice search.
Long-Tail Keywords
What is SEM?
Search Engine Marketing - includes such things as SEO, paid listings, and other search engine related services and functions that will increase exposure and traffic to your site
Approximately how many searches per day are completely new to Google?
15%
What is a naked link?
When the URL is used as the anchor, such as a full URL
Refers to trying to game the search engines using dubious means to achieve high rankings and their websites are occasionally blacklisted by the search engines.
Black Hat SEO
Refers to working within the parameters set by search engines to optimize a website for a better user experience.
White Hat SEO
What is the formula to calculate ROI?
(Growth - Investment) / Investment
