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Digital Marketing > Topic 10 > Flashcards

Topic 10 Flashcards

1
Q

Display ads Bannering

A

Bannering
a banner ad, or a web banner, is an advertisement displayed into a web page
the advertisement consists of an image or of a multimedia object. thus banner ads can be static or animated, depending on the technology
it is intended to attract traffic to a website by linking ot the website of the advertiser

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2
Q

the effect of banners depends on

A

the size
the relevance
the website it appears on
the creation

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3
Q

rich media ad

A

video banner
expandable leaderboard
overlayer
pop up
fold over, peel back ads
splash page
homepage take over

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4
Q

demographic targeting

A

this allows you to target your ads to people based on their age, gender, location and other demographic factors

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5
Q

contextual targeting

A

shows ads based on the content of the web page user is viewing

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6
Q

behavioural advertising

A

shows ads based on the web browsing behaviour of users

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7
Q

Dynamic creative optimization

A

DCO works by creating multiple versions of an ad each with slightly different elements
hyperpersonalized
real time

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8
Q

cookieless world: solutions

A

third party cookies banned
remarketing more difficult
prepare for privacy first future
solutions
contextual advertising
owned media
referral marketing

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9
Q

first party data

A

data that you have gathered thanks to the cookies on your own channels and learns you about your customers behaviour

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10
Q

website traffic data

A

data about the pages that web visitors view, the length of time they spend on each page, and the actions they take

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11
Q

customer purchase history

A

information about customers past purchases, including the products or services they have purchased, the frequency of their purchases and the amount they typically spend

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12
Q

customer account information

A

data including a customers contact information, billing and shipping addresses, and payment methods.

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13
Q

customer service interactions

A

data collected through the customers interactions with the customer service team, such as the reasons for their inquiries and the resolution of their issues

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14
Q

zero party data

A

data that a customer willingly shares with a business (no cookies)

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15
Q

Customer demographics

A

information about a customers age gender location and other demographics through a survey or registration form

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16
Q

preferences and interests

A

information such as the types of products or services customers areinterested in their preferred communication channels or their preferred content formats

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17
Q

customer feedback:

A

feedback on products and services such as a customers satisfaction level, any issues they have encountered and their suggestions for improvement

18
Q

how to collect info?

A

quiz survey, contest, registration form, loyalty program

19
Q

Purina

A

asks customers what breed of dog they have and how old they are

20
Q

cookieless word: possibilities
personalised marketing campaigns without privacy issues

A

optimise website experience
email campaigns
mobile app marketing

21
Q

Mobile apps

A

increasingly based on first and zero party data, unique ability to collect data directly from users

22
Q

Mobile apps
advantages

A

push messages
loyalty programmes
on line payment
route description to your location with GPS
reservations
personalised advertisement in an interactive way

23
Q

Mobile apps
disadvantages

A

one major threshold: the consumer needs to be persuaded to download the app
apps need to be updated
app fatigue
want straightforward apps and a limited amount

24
Q

referral programs

A

word of mouth system that uses referral rewards to encourage past customers to invite friends to purchase a product or service to others in their network
the referral proces is tracked using discount codes, coupons, or unique referral links

25
Q

buying of ad space can be done

A

by yourself
through a media agency

26
Q

display ad networks

A

you target on interests, demographics, and the ad appears in different shapes on sites in the network ex google display network via google ads

27
Q

programmatic advertising

A

the process of automatically buying and selling digital advertising. because of the automation, it is fast and very efficient. the main disadvantage is the disconnection with the websites on which you advertise

28
Q

UTM urchin tracking module code:

A

small tracking codes added to URLs to provide more information on where a user came from before landing on your site. this URLs are campaign URLs

29
Q

UTM purpose

A

tracks clicks from campaigns, shows effectiveness

30
Q

5 parameters in a UTM code

A

source
medium
campaign
term
Content

31
Q

location based advertising

A

all types of online advertising are all posible on mobile
but location based advertising (LBA) is an added advantage

32
Q

location based advertising
definition

A

location based advertising is a form of advertising that integrates mobile advertising with location based services
the technology is used to pinpoint the consumers location and provide location specific advertisements on their mobile device

33
Q

reactions to ad blockers

A

whitelisting sites
preventing

34
Q

native advertising is

A

a form of paid media that is ‘in feed’ and inherently non disruptive
contextual advertising
blend into surroundings like normal non paid content

35
Q

types of native ads

A

promoted content
suggested content
in feed social ads

36
Q

why native ads?

A

more favourable
better awareness
better CTR

37
Q

affiliate marketing
the affiliate

A

promotes the product of the advertiser and gets a fee in return, tracking is enabled via an affiliate link

38
Q

advertiser

A

sell product service on their website and pay an affiliate fee for the leads they receive from the publisher

39
Q

affiliate marketing is

A

performance based marketing

40
Q

phases

A

affiliate - customer - merchant - affiliate

41
Q

different types of affiliates or publishers

A

content sites
comparison sites
discount sites
loyalty programmes
review sites
bloggers
influencers

Digital Marketing (8 decks)

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