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Digital Marketing > Quiz 2 > Flashcards

Quiz 2 Flashcards

1
Q

Display Ads

A

ads that appear on websites, apps, or social media that stand out and look distinctly like an ad. Often features product image, brand and CTA.

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2
Q

Types of display ads

A

Banner ads, responsive ads, retargeting display ads, native ads, interstitial ads, rich media ads.

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3
Q

Banner ads

A

associated with landscape, square or skyscraper image sizes and contain images with some text.

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4
Q

Responsive ads

A

Automatically adjusts its size, appearance and format to fit available ad spaces on google display ad network.

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5
Q

Retargeting ads

A

shown to people who have visited your web property in a specified time frame but not yet completed the desired action.

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6
Q

Native ads

A

designed to look organically fit with content of the website so they don’t feel like ads.

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7
Q

Interstitial ads

A

shown to visitors before they are directed to page they requested.

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8
Q

Rich Media ads

A

ads with clickable interactive elements.

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9
Q

Pros of Display ads

A

diversity, reach, targeting, measurability

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10
Q

Online Publishers

A

media websites that agree to a set of advertising standards dictated by the company managing the ad network.

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11
Q

Advertisers

A

create and upload ads meeting the specifications manage their budgets on the platform provided by the display ad network, receive reports on where the ads are displayed, and earn traffic to their sites.

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12
Q

Search bidding

A

CPC or CPA

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13
Q

Display Bidding

A

CPC, CPM (cost per mile or thousand impressions), or CPA

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14
Q

CPC Calculation

A

CPM / 1000 * CTR

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15
Q

CPA Calculation

A

CPM / 1000 * CTR * Conversion rate

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16
Q

Key Components of display ads

A

logo, high quality image, attractive value proposition, call to action

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17
Q

Effective Display ads

A

structure, colour, typography, KISS (keep it simply stupid), custom images

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18
Q

Goal of display ads

A

retarget customers, acquire a customer, create brand awareness

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19
Q

How to Target persons

A

interests, what they are currently shopping for, past visits to your website, demographics

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20
Q

How to target websites

A

keywords, topics, placements

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21
Q

Mobile display ads

A

high bounce rate (90%) and low conversion rate due to fat finger clicking

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22
Q

How retargeting works

A

advertiser instructs the ad network to display ads to previous visitors identified by cookies. Displays an ad for a product the customer was previously interested in.

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23
Q

Static retargeting

A

creates several formats of the same ad as a part of a greater marketing campaign. Ads are placed on platforms as per predetermined conditions.

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24
Q

Dynamic ads

A

advertising solution that generates personalized ads based on a user’s past engagement.

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25
Q

Static if:

A

B2B, small product portfolio or custom, want to run a specific campaign or offer, target marketing personas, need control over creative

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26
Q

Dynamic if:

A

eCommerce, large inventory, target a broad consumer base, customers have specific tastes

27
Q

Email Marketing

A

use of email to promote products and services while developing relationships with potential/current customers. Segment of internet marketing

28
Q

Internet Marketing

A

encompasses online marketing via websites, social media, blogs, email, etc.

29
Q

Black Hat approach to email marketing

A

scrapes the web or steals to obtain email list, sends emails for “unethical” products

30
Q

Pristine email

A

email addresses that have never been valid and couldn’t opt-in to receive emails to identify email marketers who use poor list building practices.

31
Q

Recycled email

A

once valid email addresses but have since been repurposed by their provider.

32
Q

Typo email

A

look legitimate but have subtle typos

33
Q

Transactional emails

A

triggered emails (abandoned cart, in-store purchase, past purchase)

34
Q

Onboarding emails

A

designed to help new customers use and gain value from products/services (welcome offers, invitations to connect, up-sell etc.)

35
Q

Email parts

A

subject line, ad copy, unsubscribe

36
Q

CRM

A

customer relationship management. Uses data analysis about a customer’s history with a company to improve business relationships with customers.

37
Q

Social Monitoring

A

caring for your customers by monitoring social media for messages directly related to your brand and responding appropriately.

38
Q

Social Listening

A

understanding your audience and improving campaign strategy by accessing the full spectrum of conversation around your brand.

39
Q

Reputation Management

A

controlling and influencing the audience’s perception of the brand through responding to customer feedback

40
Q

Stages of reputation management

A

feedback detection, developing a strategy, dealing with negativity

41
Q

Social Media Plan Steps

A

Determine the objective, choose the platform, plan the content, distribute & promote content, measure success

42
Q

Types of social media content

A

original, user-generated, co-created with other brands, curated

43
Q

Owned Media

A

Channel the brand controls

44
Q

Paid Media

A

The brand pays to leverage a channel ex. social media advertising, paid search marketing, display advertising, affiliate marketing

45
Q

Earned Media

A

When customers become the channel ex. social media sharing, direct traffic, SEO, Press coverage

46
Q

Vanity metrics

A

data points that make us feel good if they go up but don’t help us make decisions.

47
Q

Smart ways to handle negative reviews

A

moderate comments, write a timely, informative & respectful response, utilize good social media management

48
Q

Types of sites to monitor

A

online review, scam reporting, online forums, press articles, websites to activist organizations, social media, blogs, informational sites

49
Q

3 Ts of ORM Emergency response

A

timeliness, transparency, training

50
Q

5 Types of influencers

A

Nano (1-10k), micro (10-50k), mid-tier (50-500k), macro (500k-1M) and mega (1M+)

51
Q

10 Types of influencer campaigns

A

giveaway & sweepstakes, contests & event activations, social media takeovers, affiliate marketing, sponsored posts, sponsored blogs, unboxing & reviews, guest blogs, brand ambassadors, pre-release campaigns

52
Q

Positive SERP

A

corporate blogs, corporate sites, corporate ads, social media profiles, directory listings, charity micro-sites, customer support, micro-sites

53
Q

10 commandments of ORM

A

respect, transparency, monitor, react quickly and politely, address critics, treat google page as your business card, understand detractors, attack legit attackers, learn from mistakes, ask for help

54
Q

Mobile Marketing

A

use of mobile medium as a means of marketing communication

55
Q

Benefits of mobile

A

personal, always carried, always on, built-in payment, available at point of inspiration, provide accurate audience measurement, captures social context of media consumption

56
Q

Constraints of mobile

A

less info (smaller screen), slow typing, fat-finger clicking, slow processor, slower internet connection

57
Q

Phygital

A

combination of physical goods/experiences with digital ones

58
Q

Targeting tactics

A

location, weather, habits, social context

59
Q

Extensions of mobile marketing

A

consumer behaviour, mobile apps, data analysis, strategy, security, devices, advertising

60
Q

Mobile channel services & activities

A

messaging, alerts, audio, browsing, applications

61
Q

Proximity Marketing

A

localized wireless distribution of advertising content associated with a particular place.

62
Q

MM key techniques

A

app marketing, mobile advertising, mobile commerce, mobile design, MM strategy, proximity marketing, QR code marketing, SMS marketing

63
Q

Advantages of MM

A

instant, efficient, convenient, CRM, custom mass communication

64
Q

Disadvantages of MM

A

few standards, privacy and permission, navigation, education

Digital Marketing (2 decks)

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