Quiz 1 Flashcards
Marketing is:
activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society.
Digital Marketing is:
Marketing through applying digital technologies (eCommerce, influencer, mobile, interactive, affiliate, and social media marketing)
SEO
Search engine optimization. Orienting a website to rank higher in search results
SEM
Search engine marketing. Paid ads in search engines.
Present Digital Marketing Trends
Digital reality, blockchains, cognitive technologies
Future Digital Marketing Trends
Business of technology, core modernization, cyber risk
Four Faces of Digital Marketing
- support the product offering and its uses by providing information about its benefits
- augmenting or enabling the offering by extending its value proposition
- amplify other brand-building platforms
- Create digitally driven or enabled brand-building platforms
A/B testing
Testing different campaign variations to determine which performs better
Above the Fold
Part of the webpage shown before the user scrolls
Anchor Text
Mask hyperlinks by embedding them in text
SERP
Search engine result page
Organic Search
Unpaid listings that appear on a search engine results page
Retargeting
Directly advertising to users who have shown interest in a product but have not been converted
Landing Page
Page users are brought to by ad links
AMP
Accelerated mobile pages
Inbound Marketing
A method that attracts customers by creating valuable content tailored to them
Meta Tags
An HTML tag that describes the content on a webpage
Domain Name vs. URL
Domain: www.madison.com URL: is the entire link
IP
Internet protocol. IP addresses are linked to one device
Static vs. Dynamic Websites
static websites do not change while dynamic sites can change from user to user
Transport Layer Security
Protocols used to facilitate privacy ad security for communication over the internet
Consumer Decision-Making Process
Need recognition, information search, alternative evaluation, purchase decision, post-purchase behaviour
3-Step Mental Model
stimulus, first moment of truth (shelf), second moment of truth (experience)
ZMOT
Zero moment of truth
Traditional Marketing Sales Funnel
Attention, Interest, Desire, Action
Digital Marketing Sales Funnel
Exposure, Discovery, Consideration, Conversion, Customer relationship, retention
Consumer Funnel
Awareness, familiarity, consideration, purchase, loyalty
Direct Traffic
URL is directly typed into browser
Referral Traffic
User clicks on a link to the site from another site
Search Traffic
User clicks on a link to the site from search engine results
Conversion
% of users who perform task you wish visitors to perform
Web Development Framework
set of resources and tools for software developers to build and manage web applications, web services and sites.
The WDF includes:
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
Principles of Web Design
design for usability, conversion-centred design, three questions design for above the fold, segments, and mobile first
Design for Usability
Make sure links are clearly clickable, follow website conventions, break into clearly defined areas, elim distractions, format to support scanning
Conversion-centred Design
Attention ratio should be 1:1, context, clarity, congruence, credibility, closing, continuance
Three-questions Design
How clearly your webpage answers: what are you offering, why should I pick you, what do you want me to do next?
Segmentation Dimensions
search vs. category navigation, browse vs. directed shopping, product category, new vs returning customer, online vs in-store etc.
Mobile-First
Optimal layout and presentation across device types
Types of Landing Pages
single-product, multi-product, lead generation, subscription, long copy, single purpose
Digital Analytics
tools used to analyze and report on marketing data collected through the digital channels on which your brand holds a presence
Competitive Landscape Analytics
tracking how competitors attract, convert, and retain customers
Customer Behaviour Analytics
determining the what, where, when, how, and for how long about customer’s online behaviour
Performance Analytics
how well your brand is performing in critical locations like Instagram, Google etc. Also, KPI’s like sales, revenues, average order value etc.
Predictive Analytics
anticipates your customer’s next move to stay ahead
Basic Metrics
Pageview, session, user, time on page, entry/exit
Calculated Metrics
Av. Page depth, Av. session duration, bounce rate, entry/exit rate, unique pageviews
Manual Metrics
specified by a user or their goals
Retail KPIs
sessions, conversion rate, av. order value, revenue per session
Lead Generation KPIs
users, conversion rate, close rate, closed deal value, revenue per session
Media KPIs
sessions, av. page depth, av. session duration, conversions
Demand Generation
efforts to make consumers want to purchase your product
Demand Harvesting
facilitating purchases from consumers who already want your product (ex. paid search ads)
Conversion Rate
conversions / total visitors
Ecommerce Sales Funnel
visits store, views product, starts checkout, offer upsells, complete purchase
Attribution Model
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)
Search Marketing
process of gaining traffic and visibility from search engines through paid and unpaid/organic efforts
SE Spiders/Web crawlers
follow links on the web to request pages that are either not yet indexed or have been updated since they were last indexed
Index/Database
catalog of crawled pages
Off-site SEO
creation and dissemination of content on a website to build quality backlinks (link on another website to yours)
On-site SEO
formatting of content on the website to maximize its chances of ranking for all desired searches
HTML
hypertext markup language
Content Marketing
marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience
Digital Content Marketing
the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers
Local Searches
snack local pack: restaurants and entertainment
ABC local pack: gas station and branded items
Sponsored local pack: service providers
Types of Search
informational, transactional, navigational
Value Proposition
ultimate overarching offering that you give customers that adds value to them or their lives
Writing Effective Copy (effective ad)
keywords for relevance, unique value proposition, call to action
Bounce
% of site visits that are single-page sessions
Canonical
way of telling search engines that a URL represents the master copy of a page
CTR
click-through rate (# of clicks)
Display Advertising
combines text, images, and URL links
Gated Content
media placed behind a lead capture form. User must provide more info to access media
Native Advertising
paid media designed to match the content of a media source
Personas
fictional characters created to target a specific audience (ex. Mr peanut)
PPM
pay per impressions- pay per certain amount of impressions
UX
User experience- how the user interacts with the website
