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Digital Marketing > Module 1 > Flashcards

Module 1 Flashcards

1
Q

Device

A

What you are using when performing an action. E.g. phone, computer, tablet, etc.

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2
Q

Impression

A

An advert or any digital media is displayed on a person’s (aka users) screen
An impression does not constitute a view

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3
Q

Reach

A

Refers to the number of people who may have seen your ad/content
Reach and impressions are often confused: You can REACH 100 people but have 200 IMPRESSIONS

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4
Q

Frequency

A

The number of times someone may have seen the same ad

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5
Q

Conversion

A

A conversion occurs when a person completes a desired goal (e.g. a purchase or submitting a form)

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6
Q

Lead

A

A person becomes a lead when they have voluntarily submitted their contact details to the business

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7
Q

Remarketing

A

Showing ads or content to people who have previously visited/interacted with your website or social media
Only 2% of people convert on the first time they have interacted with you

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8
Q

Metrics

A

Measurable value used to show the effectiveness of marketing efforts

  • Metrics answer the question of “how do I know if I have achieved my goals”
  • This is another difference between digital and traditional marketing: tracking can give you accurate and exact statistics*
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9
Q

Segmentation

A

Grouping audiences together based of different criteria, with the aim to target or re-target them with more relevant info/ads

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10
Q

LTV

A

Lifetime Value: The projected revenue that a customer will generate during their lifetime

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11
Q

CPC

A

Cost per Click

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12
Q

CPM

A

Cost per 1000 Impressions

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13
Q

CPV

A

Cost per View (specifically for videos and video ads)

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14
Q

CPA

A

Cost per Acquisition

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15
Q

CPL

A

Cost per Lead

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16
Q

CPE

A

Cost per Engagement

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17
Q

SEO

A

Search Engine Optimization

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18
Q

SEM

A

Search Engine Marketing

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19
Q

SMM

A

Social Media Marketing

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20
Q

Objectives

A

Goals set by a business when promoting itself to potential customers, which should be achieved within a given timeframe.
These should be specific, not broad

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21
Q

KPI

A

Key Performance Indicator - A measurable value that shows if a business is their objectives

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22
Q

Examples of KPIs

A

Awareness
Sales
Retention

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23
Q

Awareness

A 
Getting people to see your brand and its offerings
-Indicators of awareness
Impressions
Frequency
Reach
Ad recall
Engagement
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24
Q

Sales

A 
End goal is revenue
-Indicators of Sales
ROI (Return on Investment)
ROAS (Return on Adspend)
CPA (Cost per Sale)
Conversion Rate
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25
Q

Retention

A 
Keeping your consumer
-Indicators of Retention:
Lifetime Value
Conversion Rate
Engagement
Segments
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26
Q

Performance Marketing

A

Specific channels and strategies where a business only pays when a goal has been achieved, for example a lead, sale, or download.

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27
Q

Affiliate

A

Handles a lot of the admin of affiliates

  • Apply to market your business
  • Business pays a flat fee or commission when there is a conversion
  • This is flat fee, not fluctuating
28
Q

Influencer

A
  • Similar to Affiliate

- Harder to track

29
Q

Core Traits of Performance Marketing

A
  1. Analysis
  2. Optimization
  3. Communication
  4. Efficiency
30
Q

Main Consideration in Performance Marketing

A
  1. Tracking
  2. Budget
  3. Channel Selection
  4. Landing Pages
  5. Competition
  6. Volume
31
Q

Browser Cookies

A

Identify users, change web pages, and save information

32
Q

Session Cookies

A

Erased when closing browser

33
Q

Persistent Cookie

A

Expiration set on creation

  • Some never expire
  • This is how marketers track your activity on the internet and target you with ads
34
Q

Marketing Sales Funnel

A

A collection of stages the you ideally want your potential client to follow towards your key objectives

35
Q

Called Funnel because…

A

The number of customers decreases further down the funnel you go

36
Q

What kinds of things cause people to make a purchase?

A
  1. Type of information the receive
  2. How they look for that information
  3. Where they look for it
37
Q

Why do we need a marketing sales funnel?

A

It allows you to plan:

  • How you will attract traffic
  • What you are going to target an audience with
  • What you need to track in order to measure performance
38
Q

CTA

A

Call-to-Action

39
Q

How do Funnels Help Meet Objectives?

A
  1. Help you cater content relevant to behavior
  2. Optimize communication methods
  3. Adapt targeting strategies
40
Q

What is a conversion?

A

A conversion happens when a site visitor completes a desired action, e.g. submitting a form, making a purchase, etc.

41
Q

What are the layers of the AIDA funnel?

A
  1. Awareness
  2. Interest
  3. Desire
  4. Action
42
Q

Awareness Phase

A

The potential buyer is just realizing a want or need for something.
Examples: viewing an ad, blog post or social network, search on Google

43
Q

Interest Phase

A

Where the potential buyer begins to consider the purchases seriously
Examples: Visit your site, research your brand, following social media pages, making comparisons

44
Q

Desire Phase

A

The interest has moved definitively to planning on buying a product
Examples: Moving from “like” to “want”, revisiting the website, submitting a lead (like contact info), etc.

45
Q

Action Phase

A

A consumer will purchase or show engagement.

Example: Makes a purchase, takes out a trial, books a demo, etc.

46
Q

What are the steps of the 6 Stage Funnel?

A
  1. Awareness
  2. Interest
  3. Consideration
  4. Intent
  5. Evaluation
  6. Purchase
47
Q

Consideration Phase

A

Remarketing with CTAs

48
Q

Intention Phase

A

Remarketing again to remind lead of best offerings of the business

49
Q

Evaluation Phase

A

Emails, remarketing, special offers

50
Q

Purchase Phase

A

Upsells, pushing for more purchases

51
Q

What is the See, Think, Care, Do model?

A
  1. See - The brand’s largest qualified audience
  2. Think - Consumers thinking about product/service
  3. Do - Read-to-Buy customers
  4. Care - Ongoing communication to inspire repeat purchases (aka retention)
52
Q

What model takes loyalty and advocacy into consideration?

A

The Marketing Life-Cycle Model

53
Q

VAC: Performance Focused Funnel Model

A
  1. View
  2. Act
  3. Convert
    * All efforts are focused towards the highest percentage of qualified or high interest users and pushing them to convert.
    * No interest in “upper funnel” phases
54
Q

What is the customer journey?

A

A detailed outline of every step a lead takes to becoming a paying customer

55
Q

B2B

A

Business to Business

56
Q

B2C

A

Business to Customer

57
Q

Margins

A

The cost between your costs and your CPA (cost per acquisition)

58
Q

Promotion

A

Reaching your target with marketing comms

59
Q

Price Discrimination

A

Finding methods to charge varying prices based on customer segments

60
Q

Market Research

A

Research of target markets and customers

61
Q

Market Analysis

A

Analysis of the industry at large

62
Q

What are 4 free resources for market research?

A
  1. Google Trends
  2. Keyword Research
  3. Social Media Presence
  4. Owned Data
63
Q

User

A

A person

64
Q

Session

A

A group of interactions with your site

65
Q

Bounce Rate

A

The % of users who exited your site after just one page view

66
Q

Conversion Rate

A

Number of people who converted/all visitors

67
Q

Acquisition

A

Where site visitors came from (direct page search, organic search, social, referrals, etc.)

Digital Marketing (1 decks)

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