Types of media Flashcards
What are the three types of media?
- Owned Media
- Earned Media
- Paid Media
What is the internet platform and its history? (4 points)
- 1969: Emerged from the US Military research
- Key concept of it was openness
- Was in the background for a long time before its software application was used
modern day:
4. Vulnerabilities remain as we move into the IoT stage
What is a walled garden? (1)
Companies trying to create a restricted range of information to which subscribers to a particular service are limited.
(Amazon, google try and achieve this)
What is Web 1 and Web 2.0? (4 and 5)
Web 1:
- The basic version of the product (1960ies hardware)
- The web is the software
- Enables you to access all of the content provided.
- Web 1 emerged in 1990-91, saw its evolution.
Web 2.0:
- Focuses on the integration of the web into business and society
- improvement of technology
- innovations (social media)
- Two way communications
- Drive by users
Example of web 1 and web 2 innovations?
Web 1: illegal music sharing
web 2: Spotify, instagram, depop (sharing and liking, interactive!)
what was the importance of search? (4)
- It transformed the online web and provided a revenue model (PPC: charge per click)
- A gateway
- Search drives traffic for commercial purpose
- Pay rank is very crucial (many changes every since, a lot of cheating)
What are some examples of measurement technologies and softwares? (4)
Alexa: captures data on website usage (e.g. bounce rate)
Similar Web: competitor to Alexa, also website usage
Google Ad words
Awin: Affiliate Marketing
What is a bounce rate? (2)
the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
“a rising bounce rate is a sure sign that your homepage is boring or off-putting”
What trends are seen in tablets and smartphones? and what has this signified?
- A rise in mobile usage, browsing, search and purchase (68% smartphones in 2018)
- Falling information Asymmetries: One party of the transaction knows more than the other party. (people now have more info, so it is lowering)
- Increased buyer power: much more power in relation to the retailer
Example of change in information Asymmetries?
Car Insurance: before could charge higher prices, but they now have to give last years price on the renewal document, previously most people would forget to renew.
Why is direct search so attractive and how do firms attract customer search? (4)
- ideal visitor come directly to company (direct search), connection of mindshare and it does not signify paying for traffics so is much cheaper.
- Can be very expensive to attract users, if use google ads and Pay per click
- Conversion rate
- key is reach target audience
Mention a competitive market in search engines?
- Car insurance utilise comparative websites
- highly competitive
- Long tail: in order to get a high number of users attracted to your website
What is Paid media offline and online? (1 and 3)
Off-line:
1. TV advertising and other forms of advertising, that drives search behaviour
Online:
- Affiliate marketing (pay third party to drive traffic post a link)
- Comparison websites (Skyscanner)
- Direct (Google),
What Is retarget marketing? (1)
Ads are being served-up based on their behaviour and past searches
What is paid media? (3)
- External marketing efforts that involve a paid placement (PPC,Branded content, display ads)
- Tactical (about spending money)
- Any form of payment
