Digital Marketing 1, 8, 12, 14 Exam 1

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in the Internet economy it is considered essential to acquire as many customers as possible
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false
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the ARPANet was designed as a user-friendly network that would connect businesses around the globe
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false
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although Internet users check email daily, they spend more time each week on social media networks than they do with email
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true
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the most common way consumers discover new online products is through
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a. social networking sites b. blogs and company websites *c. search engines d. brand emails
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there is little room for growth in mobile or broadband in developing countries
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false
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which of the following is a true statement about the origins of the internet?
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a. the internet was initially conceptualized in a term paper by a computer science student at Standford *b. the internet was initially developed by DARPA to fund research in communications technology for defense purposes c. the internet was initially developed by a number of technology companies that wanted to expand the market for their products
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telecommunications technology forms the “backbone” of the internet infrastructure
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true
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websites are typically hosted on a server
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true
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the phenomenon we call “the internet bubble” was characterized by the following, except
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a. many internet businesses that had not attained profitability b. venture capital available to even questionable business models *c. rise in popularity of social meda d. it is okay to sell products below costs because of increase volume through the web
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over 90% of internet users access the internet daily to
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a. purchase a product b. learn about products c. conduct a search for information *d. read emails and engage in social media
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acquisition
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the marketing activities needed to procure a new customer
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ARPANet (advanced research project agency)
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a connected system of computers that formed the basis of the modern internet; a network that links computers at participating institutions
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business model
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the operational processes by which a business created value, provides value to its customers, and captures value in the form of profits
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cloud computing
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use of a remote network to store, manage, and process data
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conversion
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process of moving a prospect from consideration to purchase
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GPS (global positioning system)
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a satellite-based system for accurate location of a signal anywhere on earth
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hosting
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storing a website on the servers that will make it available to the internet; can be done internally or by specialty suppliers that offer hosting and associated services such as web metrics
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HTML (hypertext markup language)
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one of the foundations of the common internet platform; describes the structure of web documents using a type of coding called tags
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infrastructure stack
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term used to describe the various layers of hardware, software, and purchased services that make up the network on which the internet runs
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retention
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preventing existing customers from defecting to another seller
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scalability
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the degree to which an information system can grow with demand without completely replacing the system
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server
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a computer from which other computers request files
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SaaS (software as a service)
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making software available on a fee for use basis instead of on a license or purchase basis
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telecommunications
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network of copper landlines, fiber-optic cables, and wireless transmitters that allows voice, data, text, graphics, and video to be transmitted over long distances
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Web 2.0
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second-generation internet that provides better interactivity, information, sharing, and collaboration
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Web 3.0
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third-generation internet, which is expected to have semantic abilities that support learning and personalization of web experiences
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web services
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applications that allow enterprises to exchange information over the internet using open (public) standards; this permits otherwise incompatible systems to interact with one another without human or programming intervention
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alt tags are useful in providing information about images on a website
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true
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a bar at the top of a webpage that shows the path the visitor followed is called a
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*a. breadcrumb b. site map c. alt tag d. heat map
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in developing a website’s navigational structure, home pages are referred to as “parent pages”
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true
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bread crumbs provide the ability to track and measure safe effectiveness
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false
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the term “stickiness” refers to
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a. placing social media icons on a website for easy access to the brand’s social media *b. keeping individuals on a website as long as possible c. the ability to attract individuals to a website d. providing internal links to navigate easily within a website
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the web is an important source of information for research about products and specific brands
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true
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the second step in the website development process is to
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a. design site content and navigation structure *b. identify and describe the target market c. establish site objectives d. conduct usability tests
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all of the following are good tips to create effective websites, except
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a. avoid flash b. use videos that load automatically c. make it easy to navigate pages *d. set the home page up in 3 columns
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most visitors to a website will look at only the first few words of a headline
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true
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in developing websites, all of the statements are true except
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a. all key information should be on every page b. the navigational structure should be simple and intuitive *c. every page should have breadcrumbs to indicate the path d. should be a link to the home page on every page
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accessibility
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AIDA
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alt tag
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used by screen-reading technology to help visually disabled user navigate websites
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breadcrumb
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navigational aid showing the path a user has followed
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CSS (cascading style sheets)
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a style sheet language to separate the content of the site from the presentation style elements, such as layouts, colors, and fonts
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customer experience
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how customers perceive all the interactions they have with a company brand
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heat map
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visual representations of eye activity on a web page
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stickiness
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getting customers to stay on the site as long as possible, navigate as many paths as possible, and return again and again
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usability
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the ability of a site to provide a satisfactory experience
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the role of websites
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-increase sales revenue -increase the visibility of the enterprise -advertise products and services -aid in brand development -provide customer services -generate sales leads -retain and grow customers -build an online community -provide cost savings, especially in promotion and customer service
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website development process
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1. establish site objectives 2. identify and describe target market 3. design site content and navigation structure 4. conduct usability tests 5. deploy and tune site 6. measure and evaluate site effectiveness 7. refine and improve site effectiveness
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other website design tips
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– use several search options – avoid flash (highly animated) – avoid videos – set the home page up in columns – invest in CSS – use web content management system (WCMS) – make it easy to navigate the page > use a breacrumb bar at the top of each page > link back to the home page on each page > include text links at the bottom of the site to support pages, including a site map – use color wisely – use large, readable fonts – avoid scrolling whenever possible – test on multiple platforms
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four dimensions of customer experience
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– physical presence and appearance – cognition – emotion or attitude – connectedness
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it is beneficial to conduct a paid search campaign at the same time a company is conducting an organic search campaign
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true
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local searches have increased as the result of an increased usage of mobile phone
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true
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although search algorithms are not known, most web developers believe the most important influencer of organic search ranking is
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*a. link activity b. web hosting company c. keywords in the title tag d. web page optimization
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advantages of using SEO to generate organic search results include the following, except
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*a. ability to test keywords b. better responses c. brand recognition and loyalty d. lower costs
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online search marketing and advertising revenue is
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a. remaining flat b. declining *c. increasing
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when bidding on keyword search, a phrase match will produce results of the keyword idea, including synonyms and related words in any order
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false
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the results that appear on a SERP and the order those results are determined by
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a. spider and robots used by search engines b. met tag analysis c. search engine marketing *d. search engine algorithm
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the objective of keyword bidding is to
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*a. get the best ranking for the lowest cost b. sponsorship rights on specific search pages c. always be ranked first d. limit the amount of money the firm spends on search marketing
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search engines have assumed a key role in the activities of web users of all kinds
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true
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among the techniques that can downgrade a page’s rank on the search engines are the following, except
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*a. putting keywords in the page’s title tag b. flash pages c. links from sites with questionable or irrelevant content d. high repetition of keywords on the page
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broad match
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CPC (cost-per-click)
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the cost of a paid ad campaign divided by the number of clicks
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CPM (cost-per-thousand)
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the amount paid in purchasing advertising: in this case, means the cost per thousand impressions, or the cost divided by the total number of impressions
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directory
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aid in finding internet websites; list of sites are usually arranged by category, and the directory has a search function
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display URL
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displays in ad but has link to another page
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domain name authority
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the extent to which a domain name is considered to be a reputable website in a particular category
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exact match
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search volume for a particular keyword
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index server
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stores the information index, which has categorized websites as a best fit to certain keywords
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keyword
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search terms, words, or phrases that are selected by the user when making a search in a search engine; also refers to a section in the HTML code for a website where site developers put terms that they hope search engines will classify the site when users search for those terms on the web
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keyword density
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percentage of times a particular word is used on a website page in comparison to the number of words on that page
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local search
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using a local search term in a search query
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meta tag
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a section in the HTML header section of a website that can be used to describe the site in more detail, including content and keywords; also known as meta name, or meta element
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negative match
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key term that users do not want to be considered in their search
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page rank
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a mathematical algorithm named after Google co-founder Larry Page to indicate how important a page is on the web; used as a metric when evaluating websites
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paid search
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the paid aspect of SEM based on an advertising model where firms seeking to rank high in specific search categories will bid on certain terms or “keywords” in the hopes of a lucrative ad ranking; also known as PPC (pay-per-click)
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phrase match
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search volume that includes an entire phrase
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search engine
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website that works to help users find the things they want to find on the internet
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search engine algorithm
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displays the search engine’s “best guess” at which pages are most relevant to the user’s search and in which order they should be shown
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SEM (search engine marketing)
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process of getting listed on search engines
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SEO (search engine optimization)
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process of designing a site and its content whereby search engines find the site without being paid to do so; also known as organic search, natural search, or algorithmic search
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spiders
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programs that “crawl” the web and follow every link or piece of data that they see and bring this information back to be stored; also known as robots
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title tag
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the title the user sees in the blue bar at the top of the web page; also known as the HTML title tag
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universal search
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the inclusion of search results from multiple content sources such as videos, images, news, maps, books, and websites into one set of research results
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user intent
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what the user is actually searching for
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based on the pareto curve for usability testing, 100 percent of a site’s usability problems can be identified with ____ user tests
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a. five *b. fifteen c. ten d. three
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website usability is concerned with the customer’s ability to use the site easily to complete tasks
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true
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audience measures include profile data about all website visitors
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true
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metrics that marketers can use to evaluate website effectiveness include traffic, audience and campaign metrics
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true
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it is necessary to have a large random sample in order to conduct a usability test that uncovers most website problems
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false
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it is important to choose relevant metrics with marketing program objectives in mind
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true
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panel data allows marketers to obtain internet usage data from identified users
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true
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comparative data about various websites is available from
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a. interactive advertising agencies b. the user’s own metric platform c. online clickstream data *d. platforms that produce metrics from user panels
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____ are set by an outside service provider, such as an ad serving company or a metric service, such as Google Analytics
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a. session cookies b. first-party cookies *c. third-party cookies d. persistent cookies
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each time a browser requests a file on a website, the action generates an entry in the server request log
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true
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benchmark
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an industry standard against which a business can measure its performance
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clickstream
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the complete data record, made up of mouse clicks, of consumer activity on the internet during a specified period, usually the duration of a visit to a single website
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concept testing
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research performed on the idea behind a product or a communications program
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cookie
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a few lines of code that a website or advertising network places on a user’s activities on the site
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dashboard
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customizable display of summary data
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DNS (domain name system)
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the process for converting the name of a website into its IP address
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focus group
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the qualitative marketing research technique in which a group, usually six to twelve people who fit a particular profile, are brought together to discuss an issue under the guidance of a skilled moderator
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hit counter
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a piece of software inserted onto a website that measures the number of visits to the site
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metrics
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a number used for evaluation of assessment of business success
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multichannel
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using more than one channel of distribution or communications to reach the customer
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page view
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a page actually seen by a visitor; generally measured as a page being delivered to the visitor, which is not exactly the same thing
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pareto curve
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a plot of number of occurrences against percent of total; the source of the 80/20 rule
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pixel
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short for picture element, a single point on a display screen or in a graphic image
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prototype
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a preliminary model
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server
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a computer from which other computers request files
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server request log
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record kept at the server level that records each file requested from a website
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tag
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a piece of code that identifies a page or an element on it
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tagged web page
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a technique in which a small image is placed on a web page; used in conjunction with a cookie on the user’s computer, the image returns data about user activity on the web page
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touchpoint
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marketing jargon for each channel available for customer interaction
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unique visitor
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an identifiably distinct, although not necessarily identifiable, visitor to a website within a specified period
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usability testing
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ensuring that it is easy for visitors to navigate and, in general, to find desired content quickly and efficiently on a website

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