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Digital Marketing > Quiz 1 > Flashcards

Quiz 1 Flashcards

1
Q

Marketing is:

A

activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society.

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2
Q

Digital Marketing is:

A

Marketing through applying digital technologies (eCommerce, influencer, mobile, interactive, affiliate, and social media marketing)

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3
Q

SEO

A

Search engine optimization. Orienting a website to rank higher in search results

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4
Q

SEM

A

Search engine marketing. Paid ads in search engines.

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5
Q

Present Digital Marketing Trends

A

Digital reality, blockchains, cognitive technologies

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6
Q

Future Digital Marketing Trends

A

Business of technology, core modernization, cyber risk

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7
Q

Four Faces of Digital Marketing

A
  1. support the product offering and its uses by providing information about its benefits
  2. augmenting or enabling the offering by extending its value proposition
  3. amplify other brand-building platforms
  4. Create digitally driven or enabled brand-building platforms
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8
Q

A/B testing

A

Testing different campaign variations to determine which performs better

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9
Q

Above the Fold

A

Part of the webpage shown before the user scrolls

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10
Q

Anchor Text

A

Mask hyperlinks by embedding them in text

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11
Q

SERP

A

Search engine result page

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12
Q

Organic Search

A

Unpaid listings that appear on a search engine results page

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13
Q

Retargeting

A

Directly advertising to users who have shown interest in a product but have not been converted

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14
Q

Landing Page

A

Page users are brought to by ad links

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15
Q

AMP

A

Accelerated mobile pages

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16
Q

Inbound Marketing

A

A method that attracts customers by creating valuable content tailored to them

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17
Q

Meta Tags

A

An HTML tag that describes the content on a webpage

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18
Q

Domain Name vs. URL

A

Domain: www.madison.com URL: is the entire link

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19
Q

IP

A

Internet protocol. IP addresses are linked to one device

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20
Q

Static vs. Dynamic Websites

A

static websites do not change while dynamic sites can change from user to user

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21
Q

Transport Layer Security

A

Protocols used to facilitate privacy ad security for communication over the internet

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22
Q

Consumer Decision-Making Process

A

Need recognition, information search, alternative evaluation, purchase decision, post-purchase behaviour

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23
Q

3-Step Mental Model

A

stimulus, first moment of truth (shelf), second moment of truth (experience)

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24
Q

ZMOT

A

Zero moment of truth

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25
Q

Traditional Marketing Sales Funnel

A

Attention, Interest, Desire, Action

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26
Q

Digital Marketing Sales Funnel

A

Exposure, Discovery, Consideration, Conversion, Customer relationship, retention

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27
Q

Consumer Funnel

A

Awareness, familiarity, consideration, purchase, loyalty

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28
Q

Direct Traffic

A

URL is directly typed into browser

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29
Q

Referral Traffic

A

User clicks on a link to the site from another site

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30
Q

Search Traffic

A

User clicks on a link to the site from search engine results

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31
Q

Conversion

A

% of users who perform task you wish visitors to perform

32
Q

Web Development Framework

A

set of resources and tools for software developers to build and manage web applications, web services and sites.

33
Q

The WDF includes:

A

templating capabilities for presenting info within a browser, programming environment for scripting the flow of info, and the application programming interfaces for accessing underlying data resources

34
Q

Principles of Web Design

A

design for usability, conversion-centred design, three questions design for above the fold, segments, and mobile first

35
Q

Design for Usability

A

Make sure links are clearly clickable, follow website conventions, break into clearly defined areas, elim distractions, format to support scanning

36
Q

Conversion-centred Design

A

Attention ratio should be 1:1, context, clarity, congruence, credibility, closing, continuance

37
Q

Three-questions Design

A

How clearly your webpage answers: what are you offering, why should I pick you, what do you want me to do next?

38
Q

Segmentation Dimensions

A

search vs. category navigation, browse vs. directed shopping, product category, new vs returning customer, online vs in-store etc.

39
Q

Mobile-First

A

Optimal layout and presentation across device types

40
Q

Types of Landing Pages

A

single-product, multi-product, lead generation, subscription, long copy, single purpose

41
Q

Digital Analytics

A

tools used to analyze and report on marketing data collected through the digital channels on which your brand holds a presence

42
Q

Competitive Landscape Analytics

A

tracking how competitors attract, convert, and retain customers

43
Q

Customer Behaviour Analytics

A

determining the what, where, when, how, and for how long about customer’s online behaviour

44
Q

Performance Analytics

A

how well your brand is performing in critical locations like Instagram, Google etc. Also, KPI’s like sales, revenues, average order value etc.

45
Q

Predictive Analytics

A

anticipates your customer’s next move to stay ahead

46
Q

Basic Metrics

A

Pageview, session, user, time on page, entry/exit

47
Q

Calculated Metrics

A

Av. Page depth, Av. session duration, bounce rate, entry/exit rate, unique pageviews

48
Q

Manual Metrics

A

specified by a user or their goals

49
Q

Retail KPIs

A

sessions, conversion rate, av. order value, revenue per session

50
Q

Lead Generation KPIs

A

users, conversion rate, close rate, closed deal value, revenue per session

51
Q

Media KPIs

A

sessions, av. page depth, av. session duration, conversions

52
Q

Demand Generation

A

efforts to make consumers want to purchase your product

53
Q

Demand Harvesting

A

facilitating purchases from consumers who already want your product (ex. paid search ads)

54
Q

Conversion Rate

A

conversions / total visitors

55
Q

Ecommerce Sales Funnel

A

visits store, views product, starts checkout, offer upsells, complete purchase

56
Q

Attribution Model

A

rule or set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths (review chapter 3 for types)

57
Q

Search Marketing

A

process of gaining traffic and visibility from search engines through paid and unpaid/organic efforts

58
Q

SE Spiders/Web crawlers

A

follow links on the web to request pages that are either not yet indexed or have been updated since they were last indexed

59
Q

Index/Database

A

catalog of crawled pages

60
Q

Off-site SEO

A

creation and dissemination of content on a website to build quality backlinks (link on another website to yours)

61
Q

On-site SEO

A

formatting of content on the website to maximize its chances of ranking for all desired searches

62
Q

HTML

A

hypertext markup language

63
Q

Content Marketing

A

marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience

64
Q

Digital Content Marketing

A

the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers

65
Q

Local Searches

A

snack local pack: restaurants and entertainment
ABC local pack: gas station and branded items
Sponsored local pack: service providers

66
Q

Types of Search

A

informational, transactional, navigational

67
Q

Value Proposition

A

ultimate overarching offering that you give customers that adds value to them or their lives

68
Q

Writing Effective Copy (effective ad)

A

keywords for relevance, unique value proposition, call to action

69
Q

Bounce

A

% of site visits that are single-page sessions

70
Q

Canonical

A

way of telling search engines that a URL represents the master copy of a page

71
Q

CTR

A

click-through rate (# of clicks)

72
Q

Display Advertising

A

combines text, images, and URL links

73
Q

Gated Content

A

media placed behind a lead capture form. User must provide more info to access media

74
Q

Native Advertising

A

paid media designed to match the content of a media source

75
Q

Personas

A

fictional characters created to target a specific audience (ex. Mr peanut)

76
Q

PPM

A

pay per impressions- pay per certain amount of impressions

77
Q

UX

A

User experience- how the user interacts with the website

Digital Marketing (2 decks)

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