INTERNET MARKETING CONCEPTS AND ENUMERATION – Flashcards

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Marketing virtualization
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- Impact on the concept of marketing from transactional, through relationship to social marketing - Impact on marketing mix changes in the marketing tools and actions - Impact on marketing management new competences of managers, new ways of organizing marketing activities, real-time marketing, marketing of the moment, virtual marketing teams etc.
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Marketing
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set of actions and instruments for encouraging the client to purchase
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E-consumer
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e-trader, user, reviewer, innovator, brand ambassador, adviser
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Internet as:
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- Advertising medium (awareness, attitude to particular brand) - Direct response medium - Trade platform - Lead collection - Distribution channel (bricks and clicks) - Customer service platform - R&D platform (crowdsourcing)
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internet marketing faces many hardships:
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o Unclear responsibilities o No objectives set o No measurement o Insufficient budget o Superiority of offline actions o Experimental approach (rather than planned)
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Acquire:
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SEO, PPC, Media Purchase
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Engage:
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Website
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Convert:
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E-promotion
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Retain:
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Social Media, E-mail Marketing
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WWW
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core of organization's presence in on-line environment
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task of each website
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to convince and to encourage its users to perform a specific action
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reasons to change/develop a new website
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- The old one is out-of-date o Technologically (no CMS, flash) o Visually (new trends) o New possibilities and expectations (mobile, RWD) o New needs o New potential (e-commerce) o New expectations from the CEO's wife - New products - Rebranding - Organizational change - New agency
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Initiation of the Web Site Project Prerequisites:
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- there is management and staff commitment to the project - objectives are clearly set - the costs and benefits are reviewed - the project will follow a structured path - the implementation phase must ensure all important aspect (e.g. politics, organization culture)
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Web site creation - steps
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1. Analytical phase 2. Interactive brief preparation 3. Contest - agency selection 4. Design 5. Testing 6. Launch and promotion
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Analytical phase
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1. Models of execution 2. Alignment with the strategy 3. Target groups - personas 4. Marketing objectives 5. Benchmark
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Outside-in model
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starts using new DM tech by outsourcing where there is an insufficient in-house experience; then company builds skills internally to manage these areas as DM becomes and important contributor to the business - driven by the need to reduce costs of outsourcing, etc.
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Inside-out model
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implement DM using existing resources within the IT department and marketing department in conjunction with recruitment of digital media specialists
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Site sponsor
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senior managers who will effectively be paying for the system for their budgets
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who is involved in the process of web site project?
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- Site sponsor - Site owner - Project manager - Site designer - Content developer - Webmaster - Stakeholders
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Site owner
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responsibility of the marketing manager or e-commerce manager, who may be devoted full-time to over-seeing the site in a large company
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Project manager
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responsible for the planning and coordination of the website project
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Site designer
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define the 'look and feel' of the site including its styling through CCS, layout, and how company brand values are transferred to the web
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Content developer
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write the copy for the website and convert it to a form suitable for the site
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Webmaster
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technical role; ensuring the quality of the site; availability, speed, working links between pages and connections to company databases
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Stakeholders
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internal staff; website has impact on other members of the organization
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Strategy of an organization - major mistakes
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1. Unclear responsibilities 2. No clear objective set 3. Insufficient budget 4. Internet as unimportant medium 5. No measurement of success 6. Short term planning (not strategic one) 7. Tacit knowledge, centred, not disseminated
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Target group
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- The analysis of the target group (marketing data, reports, customer service analysis, Google Analytics) - The analysis of the target group' needs and expectations
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RACE Model
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Reach Action Convert Engage
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Goal Setting: SMART
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o Specific o Measurable o Attainable o Relevant o Time-bound
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Benchmark factors:
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- Financial performance - Market performance - Business and revenue models - Marketing communications techniques - Services offered - Implementation of services
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Quantitative measuring
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WAES, eVALUATE, SERVQUAL
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Brief Preparation
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- Introduction (brand, project aim, contact details) - Company characteristics - Competition - Target audience - Project goals - Tone of communication and creative ideas - Expected users reaction - Specifying the offer - Technological requirements - Additionals - Initial schedule - Budget
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two kinds of projects:
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A. Difficult (when client knows what he wants) B. Extremely difficult (when client doesn't know what he wants)
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How to choose - the evaluation of offers
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1. Achievements 2. Team 3. Strategy 4. Creativity 5. Technology (CMS) 6. Costs and modes of cooperation
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Composition - Website layouts
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1. Z-layout 2. Eye tracking and mouse tracking 3. F-layout
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RWD (Responsive web design)
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the web site adapts automatically to the resolution of the device
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Usability
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extent to which a web site can be used by specified users to achieve specific goals with effectiveness, efficiency and satisfaction
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Usability testing involves:
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- Identifying representative users of the site - Asking them to perform specific tasks on the site - Observing what they do and how they succeed
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Web accessibility
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allowing all users of a web site to interact with it regardless of disabilities they may have or the web browser they are using to access the site
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Main arguments in favour of accessibility are:
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- Number of visually impaired people - Number of users of less popular browsers or variations in screen resolution display - More visitors from natural listings of search engines - Legal requirements - Visitors using dial-up internet access
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CMS (Content Management System)
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system designed to simplify the publication of web content to web sites, in particular, allowing content creators to create, submit and manage contents without requiring technical knowledge of any programming or mark-up languages or the uploading of files
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Selected CMS advantages:
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- Automation, diversification and outsourcing of development - Definition of publishing date - Workflow - Recording changes - Dispersed environment of collaboration - Integration with other platforms (Intranet, newsletter, surveys, etc.) - Ease of modification and development for non-programmers - Control over implemented changes
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Development and testing
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- Testing content - Testing navigation - Testing structure
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Search Engine Marketing
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promotion of website by increasing their visibility in search engine results pages; may incorporate SEO; online visibility activities or PPC
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E-marketing Metrics
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CTR= (number of clicks)/(number of hits)*100% CR= (number of users who went through a specific action)/(number of users @visiting site)*100% CPA= (cost of web promotion)/(number of actions) CPC= (cost of web promotion)/(number of clicks)
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Stickiness/Slipperiness ratio
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Describes the time average user spends on web site or its specific part
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Stickiness
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capability to hold the user on the web site thanks to its unique content and functionality; power to hold user's attention on the website
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Focus index
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says to what extent is the web site used by average user; o Can be situated between Closer to 0 - visit is focused Closer to 1 - visit is widespread
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Successful connection ratio
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describes the real effectiveness of the advertising actions; Analysis of the ratio shows how many of the clicks are lost due to technical reasons SCR= (number of visitors coming on the website via e-promotion)/(number of clicks in e-promotion tools)
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KPI Examples
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- Average number of pages during the visit - % of visits via search engines - The average order value - The average number of items in a single order - Number of subscribed users after newsletter sending
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Real Time Marketing
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based on up to date events; creating a strategy focused on current, relevant trends, and immediate feedback from customers; goal of real time marketing is to connect consumers with the product or service that they need now, in the moment
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Influencer Marketing
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focus is placed on influencers - individuals that have influence over potential buyers - rather than the target market as a whole
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Who is influencer?
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- Someone who brings together a group of loyal customers - Person liked and trusted, reliable - Involving and engaging the audience - Actively willing to share his/her opinions
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Digital influencer
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person with ability to create an effect, change opinions and behaviours and drive measurable outcomes; steady job, normal family, community, authority, digital world
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Celebrity
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being celebrity, family? It's complicated, stalkers, know nothing, legacy media
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influencers are important
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1. Native advertising 2. They use Social Media 3. They are powerful 4. Targetable and trackable 5. It helps your SEO 6. Consumers are tired of paid Ads 7. It's trending
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Marketing potential of influencers
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- Film or a series of promotional films - reviews, unboxing, presentations - Product placement - Channel branding - Exclusive brand promotion for a specific time - Connecting YouTube with other social media - Facebook, Instagram, Twitter and streaming services - Twitch - Participation in events - Strengthen the campaign for the display network
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Influencers go beyond digital
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- Writing books - Prelections - Live events - Workshops - Visibility in mass media (TV, reality shows)
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How to identify a potential influencer?
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- Rankings - Social media listening tools
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E-mail marketing
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"granddaddy" of Internet media - Process of directly marketing a commercial message to a group of people using e-mail - Can be done to either sold lists or a current customer database
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Transactional e-mails
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usually triggered based on a customer's action with a company
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Direct e-mail based marketing
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involves sending an e-mail solely to communicate a promotional message
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COI e-mail
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message sent to clients expecting and opting-in for receiving frequent information about the company/brand
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Marketing Automation
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enables business to automate tasks and workflows for the marketing and sales process, including prospect and customer profiling on landing pages, lead scoring, sending automated personalised emails and web recommendations to support lead nurturing and customer engagement
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3 Phases of e-mail marketing usage
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I generation - SPAM II generation - PERMISSION III generation - ENGAGEMENT
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SPAM - unsolicited e-mail
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- Purchasing of data bases from unreliable sources - Neglecting the standards of data collection (for example bot usage) - Unavailability of unsubscribing - Sending unexpected correspondence - Not obeying the standards and legal requirements
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Four levels of permission:
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- Opt-out - Opt-in - Double opt-in - Confirmed opt-in
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E-mail
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cost effective tool of direct communication, focused preferably on customer retention rather than acquisition
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Newsletters
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targeted at existing clients expecting frequent communication with the brand
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The e-mail
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- The sender (max 25 characters) - The subject line (50 characters) - personalization possible - Preheader (the first sentence) - Unique selling points in copy - Design aligned with the creative line of the brand - 50kb - HTML/TXT
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E-mail Campaign - to put it in other words...
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1. Collect or purchase the e-mail list 2. Segment the list 3. Establish communication schedule 4. Develop objectives 5. Write compelling copy/copies 6. Structure your e-mail/e-mails 7. Create links 8. Make it easy and intuitive 9. Test and revise 10. Send - measure 11. Integrate learning into next campaign
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Behavioural targeting to those who...
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- Opened particular e-mail - Didn't open at all - Opened and clicked in particular link - Opened and clicked in tagged link - Opened and didn't click in any link - Went through some specific action Or based on... - Location of e-mail subscriber - Location of e-mail subscriber data
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Tracking and measurement
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- Number of e-mails sent - Number of e-mails opened (open rate) - Bounces (hard - 2 and soft 3-10) (delivery rate) - Number of openings - Number and location of clicks - Number of unsubscribed clients after the campaign
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Unicorns
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companies that have $1B value after their 1st year
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Co-creation
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consumer helps the creator produce actual products e.g. games, apps
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Web 2.0 - 2004
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social media appears
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Web 3.0
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more intelligent ways of using internet
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Online Marketing Funnel (RACE Model)
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Reach - # of users coming to the website Action - conduct activities on website that encourage visitors to become our client Convert - # of users leaving their e-mails Engagement - # of users engaging with the content
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Digital marketing
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achieving marketing objectives through applying digital technologies and media
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Paid media
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bought media where there is investment to pay for visitors, reach or conversions through search, display ad networks or affiliate marketing; similar to TV and print ads
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Owned media
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media owned by the brand e.g. company's own website, blog, email list, mobile apps, social presence of FB, LinkedIn, or Twitter; similar to brochures in retail stores
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Earned media
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WOM that can be stimulated through viral and social media marketing, and conversations in social networks, blogs, and etc.; could be conversations between consumers and businesses occurring both online and offline
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Target marketing strategy
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evaluation and selection of appropriate customer segments and the development of appropriate offers
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OVP
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statement of the benefits of online services that reinforces the core proposition and differentiates from an organization's offline offering and those of competitors
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Digital marketing strategy
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channel marketing strategy and it needs to be integrated with other channels as part of multi-channel marketing
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Benefits of digital marketing
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Identifying - internet can be used for marketing research to find out customers' needs and wants Anticipating - the Internet provides an additional channel by which customers can access information and make purchases - evaluating this demand is key to governing resource allocation to e-marketing Satisfying - key success factor in e-marketing is achieving customer satisfaction through the electronic channel
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Internet can potentially be used to achieve four strategic decisions
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1. Market penetration - sell more existing products into existing markets 2. Market development - used to sell into new geographical markets, taking advantage of the low cost of advertising internationally without the necessity for a supporting sales infrastructure in the customers' countries 3. Product development - digital products delivered through internet 4. Diversification - supports selling new products which are developed and sold into new markets
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Three main forms of demand expansion for an existing company in Internet adaptation
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1. Market expansion - new segments of customers are reached who did not previously buy in a category 2. Brand switching - winning customers from competitors 3. Relationship deepening - selling more to existing customers
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7S Framework
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Strategy - significance of DM in influencing and supporting the organization's strategy Structure - modification of organizational structure to support DM Systems - development of specific processes, procedures or information systems to support digital marketing Staff - breakdown of staff e.g. IT vs marketing Style Skills Superordinate goals
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Key types of digital media channels:
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1. Search engine marketing 2. Online PR 3. Online partnerships 4. Display advertising 5. Opt-in e-mail marketing 6. Social media marketing
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Search engine marketing
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placing messages on a search engine to encourage click through to a website when the user types a specific keyword phrase e.g. PPC or placements
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Online PR
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maximizing mentions of your company/brand/products on third party websites e.g. social networks, blogs
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Online partnerships
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creating and managing long-term arrangements to promote your online services on 3rd-party websites or through email communications; including affiliate marketing (commission-based referral), co-branding and sponsorship
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Display advertising
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use of online ads such as banners and rich media ads to achieve brand awareness and encourage click-through to a target site
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Opt-in e-mail marketing
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renting e-mail lists or placing ads in 3rd party e-newsletters or the use of an in-house list of customer activation and retention
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Social media marketing
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companies participate and advertise within social networks to reach and engage their audience - Important category of DM which involves encouraging customer communications on a company's own site, or social presences such as Facebook or Twitter or in specialist publisher sites, blogs and forums
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Social Media Marketing Tools
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1. Social networks - the core social platforms in most countries where people interact through social networks are Facebook for consumer audiences, LinkedIn for business audiences, Google+ and Twitter for both 2. Social publishing and news 3. Social commenting in blogs 4. Social niche communities 5. Social customer service 6. Social knowledge 7. Social bookmarking 8. Social streaming 9. Social search 10. Social commerce
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Benefits of digital media (4Is)
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1. Interactivity - pull mechanism is important to have good visibility in search engines when customers are entering search terms relevant to a company's products or services 2. Intelligence - DM is a low-cost method of collecting marketing research 3. Individualization - can be tailored to the individual to achieve relevance in all media (personalization) 4. Integration 5. Industry restructuring - disintermediation and reintermediation 6. Independence of location
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Inbound marketing
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customer is proactively seeking and interactions with brands are attracted through content, search and social media marketing
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Outbound internet-based communications
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from organization to customer
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Inbound internet-based communications
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from customer to organizations
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Further benefits of digital communication in terms of deploying campaigns:
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1. Accountability - through the use of measurement systems known as web analytics 2. Testing - becomes more straightforward at a lower cost with the option to trial alternative creation executions, messaging or offers 3. Flexibility - capability to change copy or offers during a campaign 4. Micro-targeting - alternative messages can be delivered for different audiences according to what they are searching for 5. Cost-control - costs can be controlled for each group of search terms, managed collectively, and bids made can be increased or decreased with the aid of software
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Key challenges of digital communication
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1. Complexity 2. Responding to competitors 3. Responding to changes in technology and marketing platforms 4. Cost 5. Attention
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Key communications concepts for digital marketing
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1. Customer engagement - key challenge with DM 2. Permission marketing - seeking customer's permission before engaging them in a relationship and providing something in exchange 3. Content marketing - elements need to be managed: a. Content engagement value b. Content media - plain text vs. images c. Content syndication d. Content participation - should enable commenting, ratings and reviews e. Content access platform - desktop, mobile, print, etc.
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Prototype stages:
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A. Discovery or analysis - understanding the requirements of the audience of the site and the requirements of the business, defined by business and marketing strategy B. Design - specifying different features of the site that will fulfill the requirements of the users and the business as identified during analysis C. Develop - creation of the web pages and the dynamic content of the website D. Test and review - structured checks are conducted to ensure that different aspects of the site meet the original requirements and work correctly
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Level of localization:
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a. Standardized website - single site serves all customer segments (domestic + international) b. Semi-localized websites - single site serves all customers - contact information about foreign subsidiaries is available for international customers c. Localized websites - country-specific websites with language translation for international customers, wherever relevant d. Highly localized websites - country-specific websites with language translations; they also include other localization efforts in terms of time, date, postcode, currency formats, etc. e. Culturally customized website - complete immersion in the culture of target customer segments
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Benchmarking should include:
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a. Financial performance - available from intermediary sites b. Conversion efficiency - sites can be compared to published results of average conversion rates c. Marketplace performance - market share and sales trends and the proportion of sales achieved through the Internet d. Business and revenue models e. Marketplace positioning - elements of the marketing mix f. Marketing communications technique - CVP clear?... g. Services offered - what is offered beyond; level of online customer support h. Implementation of services - practical features of a site design e.g. aesthetics, ease of use, personalization, navigation, availability and speed
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Mobile design considerations and technique
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A. Simple mobile site (different content) - quickest method; create a completely separate mobile site which has a different design, build, hosting, and content B. Screen-scrape (same content) - dropping existing content into a basic mobile site template without opting for back-end integration; presents a quick route to market C. Responsive design (same content, different mobile styling - automates the overlay of contextually relevant content matching the profiles of mobile users to maximize engagement and to optimize sales conversion - Fluid design - layout flows as resolution is changed D. HTML5 site (same content, different mobile styling) - more cost-effective and less labor-intensive than building different native apps E. Adaptive design (potentially different content, different styling on different mobile devices - hybrid approach combining different client and server-based logic to give the best performance with the best experience on priority devices without the speed limitations of responsive approach
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Push media
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traditional media e.g. TV and radio
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Pull media and inbound marketing
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DM activities like content, search, and social media marketing
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One-to-some
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reaching a niche or micro-segment becomes more practical - e-marketers can afford to tailor and target their message to different segments through providing diff. site content or email for different audiences through mass customization and personalization
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Many-to-many
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customers interact with other customers via a website, in independent communities or on their personal websites and blogs
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Lean-forward
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customer wants to be in control and wants to experience flow and responsiveness to their needs
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PPC advertising
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display of ads can be controlled according to user need based on what searchers are looking for and cost is only incurred where interest is indicated by a click
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Affiliate marketing
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pay-per-performance communications technique where cost is only incurred where there is a response
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SEO main processes:
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crawling, indexing, ranking, and query request and results serving
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Offline promotion
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involves promoting the website address, highlighting the value proposition of the website, and achieving web response through traditional media advertisements in print or on television
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direct response medium
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internet as: targeted search advertising enables companies to drive visits to a site when consumers shows intent to purchase
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advertising medium
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internet as: display ads on publisher sites or social networks can be used to create awareness of brands and demands for products or services
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trade platform
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internet as: online flight booking is now the most common method for booking flights
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customer service platform
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internet as: FAQs allow customer to self-serve
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influencers are powerful
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influencers drive a sale more effectively than a warm word-of-mouth recommendation; study by McKinsey found that "marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising." And of those that were acquired through word-of-mouth had a 37% higher retention rate
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influencers are targetable and trackable
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influencers: decisions without data are shots in the dark at best. For decades, the advertising industry was limited to shooting in the dark, having only access to traditional strategies that yielded murky information about audience reach, sales funnel influence, and branding impact
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influencers help your SEO
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influencers: on top of building of your brand and improving your sales numbers, influencer marketing also helps your search engine ranking. According to The Social Media Revolution, user generated social posts account for 25% of search results for the world's top 20 brands. The more people mention your brand on social media, the more popular and relevant you will be on Google
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consumers are tired of paid ads
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Consumers are tired of paid Ads - accdg. to research firm Yankelovich, the average American is exposed to 5,000 advertisements a day. Whether or not that number is scientifically proven, it gets the point across: we are exposed to A LOT of ads
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I generation - SPAM
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phase of email marketing usage - High volume/low cost, send and forget, not relevant
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II generation - PERMISSION
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phase of email marketing usage - segmented, relevant, added value
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III generation - ENGAGEMENT
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phase of email marketing usage - individualized, personalized, transaction or dialogue based
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Reach
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# of users coming to the website
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Action
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conduct activities on website that encourage visitors to become our client
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Convert
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# of users leaving their e-mails
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engagement
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# of users engaging with the content
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