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MARK101 > Quiz 4 - Digital Marketing > Flashcards

Quiz 4 - Digital Marketing Flashcards

1
Q

What are the key characteristics of digital marketing?

A
  • Profiling
  • Interaction and community
  • Control
  • Accessibility and comparability
  • Digitalisation
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2
Q

What is profiling?

A

The process of getting to know potential customers before they make a purchase and to find out more about existing customers (uses data).

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3
Q

How do organisations gather information about their customers to profile them?

A
  1. Requiring registration
  2. The use of cookies on a website
  3. Competitions which require users to provide personal information
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4
Q

What is re-marketing?

A

When organisations advertise towards a customer after they have added items to their cart using the information they have on them.

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5
Q

How does digital marketing offer more interaction and community?

A

It offers the most opportunity for interaction between the marketer and the customer and can be more effective than one-on-one marketing between a salesperson and customer.

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6
Q

What are the methods used in digital marketing to offer interactivity?

A
  • A virtual or real customer service officer
  • Email newsletters
  • Survey participations
  • Online communities
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7
Q

How can online communities be of use to an organisation/brand?

A

They can use listening and monitoring software to track what is being said about their brand and also propose ideas or products in the community to observe responses. It can build very strong long‐term relationships and brand associations.

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8
Q

How can online communities be detrimental to an organisation/brand?

A

They can generate and sustain negative commentary about a business.

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9
Q

How does digital marketing offer more audience control?

A

The internet changed the balance of power between organisations and consumers, enabling consumers to pull advertising through, rather than sellers pushing their ads onto consumers.

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10
Q

What is audience control?

A

The ability of the customer to determine how they interact with the marketing message and to influence the presentation and content of it.This means organisations have to go to greater lengths to attract customers’ attention and make them actively want to engage with marketing messages that many have learnt to actively avoid.

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11
Q

What is push advertising?

A

Advertising sent from the marketer to the customer (it is pushed to them).For example, banner advertisements on websites and mass advertising on tv.

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12
Q

What is pull advertising?

A

Advertising that the customer actively seeks out (they pull it from the marketing organisation). For example, subscription services or clicking on a link.

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13
Q

How does digital marketing offer more accessibility and comparability?

A

The internet allows individuals to have a greater ability to research products, compare products and seek the opinions of others about products. As a result, customers are far more informed about products and competing products than ever before.

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14
Q

What is digitalisation?

A

The ability to deliver a product as information or to present information about a product digitally.

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15
Q

The online marketplace is called…

A

The market space

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16
Q

What are the 3 categories that digital marketing activities can be broken down into?

A
  1. Paid media
  2. Owned media
  3. Earned media
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17
Q

What is paid media?

A

Any digital advertising that a business pays for.

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18
Q

What are the three broad categories that online advertising can be grouped into?

A
  1. Display advertising
  2. Search advertising
  3. Classifieds advertising
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19
Q

What are examples of display advertising (aka banner advertising)?

A
  • Text advertisements
  • Image advertisementscontain a static image and customised layout compared with text advertising.
  • Rich media advertisements (similar to image advertising, but include interactive elements, animations etc)
  • Video advertisements
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20
Q

What are the pros and cons of display advertising?

A

Pro: cheap
Con: may not always be effective as many website visitors ignore advertisements.

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21
Q

What is search advertising?

A

A technique used to bring visitors to your website based on their search engine query.

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22
Q

What are the advantages of search advertising?

A
  1. The business only pays for the advertising if the user clicks on the advertisement.
  2. The advertisement is displayed in response to the user typing a particular word/s in their search engine so a business can be more confident that the advertisement will be shown to users who have an interest in what their business offer.
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23
Q

What are the disadvantages of search advertising?

A
  1. It’s usually platform‐based and linked to a particular provider e.g. google which limits the ability to reach Yahoo or Bing user.
  2. Advertising is displayed to the user through a bidding process so that competitors may be bidding to display their advertisement as well and it’s the advertiser with the highest bid that will have their advertisement displayed, or have the highest-ranked position on the page.
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24
Q

What is classified advertising?

A

A form of advertising particularly common in newspapers which may be sold or distributed free of charge. It’s much cheaper than larger display advertisements used by businesses but less widespread

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25
Q

Where can classified advertising be found?

A

It’s generally available on trading sites such as Sellit or Gumtree; auction sites such as eBay; directory sites such as Yellow Pages, or local directories such as Locanto.

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26
Q

What is owned media?

A

Any digital channel owned by a business in which content is controlled and governed by the organisation e.g. company websites and microsites, branded blog sites, databases and email marketing.

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27
Q

Why should company websites be different to company landing pages?

A

If consumers click on an ad for a product they want to be taken to a page that allows them to buy that product. It’s more efficient.

28
Q

Why do companies want to attract bots to their company website?

A

It makes their rank score is higher. This means that the website as a search result will be ranked higher up the search page.

29
Q

What is earned media?

A

Content that is generated via people outside of the business, including customers, consumers and key media figures. Some examples of earned media include word of mouth, viral marketing and product review sites.

30
Q

What are the pros and cons of earned media?

A

Pro: can be seen as free publicity.
Con: the lack of control a business has over what is written, posted or uploaded.

31
Q

What is a brochure sight?

A

A website that is an online advertisement for the organisation and presents product and contact details in a visual way. They’re useful for service businesses presenting a portfolio of work that shows the customisation of their offering. However, the inability to make a purchase makes them less engaging.

32
Q

Define social media.

A

It’s the term used to describe the various websites using technologies and experiences that involve online communities where members contribute to and build the community and content, and where users can substantially control their own online experience through customisation and interactivity.

33
Q

How do social media websites allow consumers to interact with information?

A

They don’t just allow users to retrieve information but encourage interactive information sharing and user‐generated content.

34
Q

What digital marketing category does social media form?

A

It forms part of the earned media strategy.

35
Q

What are the pros of using social media?

A
  1. It can be used to generate positive associations with a brand and products
  2. It can help cement customer loyalty
  3. It enables potential customers to read/hear about other people’s positive experience with a product.
36
Q

What is a con of using social media?

A

Not all customer experiences are positive ones, and the online complaints of a few unhappy customers can affect a brand more strongly than hundreds of positive comments from happy customers.

37
Q

What is viral marketing?

A

The use of social networks to spread a marketing message via earned media. It relies on the forwarding of email messages, links to websites or word‐of‐mouth in online discussion groups and other communities. Because viral marketing messages are spread by friends and colleagues, they have a much greater chance of being considered than traditional advertising.

38
Q

What is a portal?

A

A website that acts as a gateway to other sites with related information. It either carries advertising or is intended to serve as an advertising tool. Its popularity has declined as search engines have become more powerful but they’re still widely used by government.

39
Q

What is search engine optimisation?

A

Tailoring certain features of a website to try to achieve the best possible ranking in search results. It’s based on the theory that consumers will be most likely to click through to the first sites listed among the search results.

40
Q

What is search engine marketing?

A

The approach which sees organisations pay to have their links appear at the top of search results as sponsored link or ‘ads’.

41
Q

How does google AdWords work?

A

Advertisers choose particular keywords out of a list supplied by google to be included in their ad profile. Different words cost different amounts but advertisers will try to choose the words that their potential customers are most likely to type in. The advertiser is then charged only if a consumer clicks on the sponsored link.

42
Q

How can email marketing be effective?

A

If a business makes a sale, then a well‐timed follow‐up email can help reduce purchase dissonance and can prompt a further purchase.

43
Q

How can SMS marketing be effective?

A
  • Many people carry their mobile phones permanently with them, enabling them to be reached almost anywhere, any time.
  • SMS will likely be read (and perhaps responded to) within minutes of receipt.
  • Mobile phones are personal items, allowing for direct communication with the intended recipient of messages.
44
Q

How can VR be beneficial to marketers?

A

It provides marketers with a mode to provide an interesting and engaging experience particularly for the younger generation.

45
Q

What is e-commerce?

A

When a marketing exchange occurs via the internet, mobile phone or other telecommunications technology.

46
Q

How can e-commerce be beneficial?

A

It enables businesses to reach consumers across the globe, potentially making viable a business that would not be able to generate adequate turnover just through local customers.

47
Q

What are the main themes in ethics and law surrounding digital marketing?

A
  1. Privacy
  2. Misleading or deceptive conduct
  3. Spam
  4. Intellectual property rights
  5. Consumer protection
  6. Technology burnout
48
Q

How is privacy relevant to digital marketing?

A

A key focus of digital marketing is gathering information about customers and potential customers for profiling to use marketing strategy and in delivering optimum marketing experiences.

49
Q

How do consumers leave a digital footprint?

A
  1. Cookies (record how long and what an individual did on a website
  2. Transaction records
  3. Subscriptions and registrations (require personal information)
  4. Location identification
50
Q

What are many consumers most concerned about in regards to their privacy?

A

For many people, they’re not concerned about the collection of information itself, but rather how it is used.

51
Q

What are the main types of fraud?

A
  1. Phishing
  2. Pharmaceutical scams
  3. Nigerian scams
  4. Work-at-home scheme, lottery prizes and prizes
  5. Pump ‘n’ dump stock scams
52
Q

What does intellectual property theft look like?

A

Illegally downloading digital media such as movies, games, music etc. This denies the rightful copyright owners sales. It also looks like the theft of intellectual property assets such as trade marks or the misuse of trade marks.

53
Q

What is technology burnout?

A

An interesting recent counter‐trend which has emerged in the aftermath of the technological revolution of professionals seeking to literally ‘switch off’ or ‘unplug’.

54
Q

How do target markets work in digital marketing?

A

Online users can be divided into different segments or niches based on particular characteristics just like in the physical world.

55
Q

How does the pull nature of marketing affect target markets?

A

The pull nature of online marketing means some of the target market will actively seek out the marketing organisation, but this is not a sufficient plan in itself. The organisation must generate awareness of its existence and its offerings.

56
Q

How is customer relationship management (CRM) used in digital marketing?

A

It focuses on using information about customers to produce digital marketing experiences that create long‐term relationships and address customer needs at the individual level. It can make the customer think that it will be difficult or costly for them to change to another provider.

57
Q

How is product (as an aspect of the marketing mix) different in digital marketing?

A

Some products and services have characteristics that better lend themselves to online purchase than others. Products are ranked on attractiveness as to how easy they are able to be digitalised. While it may be difficult to promote and impossible to deliver some products online (e.g. a haircut), some aspects of the transaction can still be undertaken online e.g. online booking.

58
Q

How is price (as an aspect of the marketing mix) different in digital marketing?

A

The online environment enables consumers to easily compare the offerings of numerous online businesses and this includes price. So online marketers must find ways to offer more value, rather than necessarily engaging in a price war.

59
Q

How is promotion (as an aspect of the marketing mix) different in digital marketing?

A

While the internet provides opportunities for promotion, those opportunities are also available to all competitors. Therefore, the challenge for the marketer is to offer a better value proposition than competitors.

60
Q

How is distribution/place (as an aspect of the marketing mix) different in digital marketing?

A

The internet and other telecommunications technologies, such as mobile phones, can themselves act as a distribution platform.

The ability of the internet to transfer data in real time between individuals and organisations has led to greater efficiencies in distribution.

61
Q

What are examples of distribution in the online world?

A
  1. Customers can see if items are in stock and be given an estimated delivery date whilst tracking them.
  2. Organisations can automatically order freight deliveries and track them.
62
Q

How can marketers measure their effectiveness in online marketing?

A

Conversion rates, engagement, consumption

63
Q

How does the internet allow supply chain management?

A

Processes such as barcode scanning and intranet stock system allow businesses to manage and view their stock levels so they can let customers know when and where their desired stock is available.

64
Q

What is an intranet?

A

Many organisations maintain an intranet that hosts detailed product information, training materials and an online community for staff members.

65
Q

What is an extranet?

A

Private networks among a number of member organisations. For example, a furniture retailer may be part of an extranet with a trucking company so the two businesses can share information on deliveries.

66
Q

What is a virtual organisation?

A

Telecommunications technologies and the internet have enabled organisations to come together based on skills to complete a particular task or project and then dissolve again. They’re a way to bring together specialist teams or individuals to maintain different functional areas within one organisation.

MARK101 (3 decks)

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