3300 Exam 2 SG
stages of online purchasing process
awareness in bound, engagement, interaction, purchase. post-purchase service & loyalty
utility
better prices, convenience, speed
how is data transferred over the internet
broken down into packages and routers are used to route the traffic of packages
activities for social media
conversation, engagement, sharing, advice
the primary way a web site is able to personalize the content presented to a visitor through the use of
cookies
logical design
describes the flow of information at your e-commerce site, the processing functions that must be performed, the data that will be used
management challenges specific to building an e-commerce presence
developing a clear understanding of your business objectives; knowing how to choose the right technology to achieve those objectives
activities for offline media
education, exposure, branding
social marketing - engagement
encourage visitors to interact with your band
social marketing - amplification
encouraging visitors to share their likes and comments with friends
purchase
enter cart page, register, purchase, abandon
web site functions to
establish brand identity and customer expectations, anchor the brand online, inform and educate customers, shape customer experience
apache web server software works with only with apple operating systems
false
the annual maintenance cost for a website is typically much lower than its development cost
false
the transport layer is not required in intranets
false
using prebuilt templates is typically now of the most expensive choices when building an e-commerce site
false
steps in social marketing process
fan acquisition, engagement, amplification, community, brand strength (sales
internet
interconnected network of thousands of networks and host computers
network that uses the IP addressing scheme, supports TCP and makes services available to users
internet
different between internet and intranet
internet is an open, public space while intranet is designed to be a private space. intranet may be accessible from the internet but it protected by passwords and only available to authorized users
what is cross-platform attribution and why is it difficult?
involves understanding how to assign appropriate credit to different marketing initiatives on a variety of platforms that may have influenced a consumer along the way to an ultimate purchase there is increasing recognition that first-click and last-click models that focus on either the first or last marketing channel or advertising format that a consumer engages with prior to a purchase, are not sufficient. is difficult because there is a lengthy path from simple online ad impressions, Web site visits, and page views to the purchase of a product
social marketing - fan acquisition
involves using any of a variety of means, from display ads to news feed and page pop ups to attract people to page
PHP
is a scripting language embedded in HTML documents but executed by the server, providing server-side execution with the simplicity of HTML editing
middlewear services layer
is the glue that ties the applications to communications networks and includes security, authentication, addresses, and storage repositories
delays in messages caused by the uneven flow of information packets through the network
latency
applications layer
layer of internet that contains client applications such as the world wide web, email, audio or video playback
transport services and representation standards
layer of internet that houses the TCP/IP protocol
network technology substrate
layer of the internet technology that is composed of telecommunications networks and protocols
also includes a descrition of the security and emergency backup procedures that will be instituted, and the controls that will be used in the system
logical design
Facebook expands local offerings of deals by local firms, display ads using News Feed. Discount offers from a Gap store when claimed are broadcast to friends.
mobile-location social network marketing
in general online marketing is more expensive on CPM basis, but
more efficient in producing sales
trust
most important factor - perception of credibility, ease of use, perceived risk
layers in the hourglass model of the internet
network technology, transport service and representation standards, middleware services, applications
activities for e-mail
newsletters, updates, sales
display, search, mobile, messages, sponsorships, classifieds, lead generation, e-mail
online advertising basics
explain the main functionalities included in e-commerce merchant server software
online catalog, order taking capabilities using an online shopping cart, and online credit card processing
slicing digital message into discrete units (packets of bits), sending the packets along different communication paths as they become available, then reassembling the packets once they arrive at their destination
packet switching
engagement, search
page views, curation, content views
mobile [device] marketing features
personal communicator and organizer, screen size and resolution, GPS location, web, apps, personal, multimedia capable
interaction
posts, likes, pins & tweets, comments
transmission on control protocol (TCP)
protocol that establishes the connections among sending and receiving web computers and handles the assembly of packets at the point of transmission, and their reassembly at the receiving end
internet protocol (IP)
protocol that provides the internets addressing scheme and is responsible for the actual delivery of packets
post-purchase, service, loyalty
repeat customers, social site buzz, service requests
fastest growing form of advertising is
rich advertising
social marketing - brand strength
sales
online communications that support the evaluation of alternative stage of the consumer decision process
search engines, online catalogs, social networks
activities for web site/app
search, display, affiliates, sponsorships
protocol
set of rules and standards for data transfer
type of dynamic pricing used b uber
surge pricing
systems development life cycle
system analysis/planning, systems design, building the system, testing, implementation
which online communication does not support the evaluation of alternative stage of decision process
targeted banner ads
difference between internet and web
the internet is the globe-spanning network of computers, wires, satellites, and other pieces of hardware and software used to create a central point of date connectivity. Web is the most popular use of the internet; it is a system of presenting and processing data and information using multimedia interface to resources available on the internet.
viral marketing
the process of getting customers to pass along a company's marketing message to friends, family, and colleagues
physical design
translate the logical design into physical components
80% of US smartphone users use mobile devices to search for local products/services
true
all internet applications can be used in private intranets
true
almost 75% (90 mil) US households have broadband internet access in 2014
true
consumers shop online primarily for convenience
true
consumers skills (lack of) with online shopping can impede shoppers use of online channels
true
growth rate of online consumers has slowed
true
intensity and scope of use both increasing for online consumers
true
mobile users more active, ready to purchase than desktop users
true
prior to the development of e-commerce, Web sites primarily delivered static HTML pages
true
scaling hardware vertically and horizontally help right-size a web site's hardware platform
true
sellers can develop trust by building reputations for honesty, fairness, delivery
true
some demographic groups have much higher percentages of online usage than others
true
the intranet has a TCP/IP network located within a single organization for communications and processing
true
the intranet is used by private and government organizations for internal networks
true
the web is one go many uses for the internet
true
the web server software does not have significant impact on how a website's web pages look on a user's computer
true
to improve the processing architecture of a Web site one can separate static content from dynamic content, optimize ASP code, and optimize the database schema
true
when developing an e-commerce presence, it is important to understand that the business must drive technology decisions, not the reverse
true
awareness, need recognition
unique visitors
two most important factors shaping decisions to purchase online
utility and trust
it is the best place to establish a relationship with your customer base
web site
types of e-commerce that is best suited for providing product information to customers
website/app, social media, e-mail, offline media
benchmarking
a process in which the site is compared with those of competitors in terms of response speed, quality of layout and design
social marketing - community
a stable group of fans that communicate with one another over your brand
conversion rate
% of visitors who purchase something
advantages to online advertising
18-34 audience is online, ad targeting, price discrimination, personalization