Marketing 4650: Digital Marketing - Exam 2
Types of Micro-Moments
- Know > Research - Go > Shopping Location/Source - Do > Need Help - Buy > Product Decision Made
The steps to creating a customer-focused email campaign include:
1. Gather customer data (contact information, interactions, purchases, etc) 2. Derive customer insights from the data (needs, values, feedback, offers the customer would use) 3. Suggest proactive actions 4. Evaluate results
Steps to develop a content marketing strategy
1. Create content 2. Identify and develop target audience 3. Select and optimize distribution platform 4. Monitor and evaluate content
Steps in the SEO (Search Engine Optimization) process
1. Define the Target Market 2. Find Out What Users Search for and Why They Search 3. Develop a Search Strategy > Keywords and Phrases 4. Develop a Related Content Strategy 5. Redesign Site With Keywords and Content in Mind 6. Register the Site with Search Engines 7. Good to Implement a Paid Search Campaign to Boost the Organic SEO
The delivery of ads to different types of sites, performed by a middleman/ad server that has the necessary hardware and software.
Ad Serving
Phrase Match
Complete, Exact Phrase
Elements of a buyer persona
Develop Profile of Hypothetical Segment Member Provide Name and Image Financial Status, Payment Methods "A Day In the Life," Hopes, Dreams, Fears Technology Interaction Profile Social Media Profile Information Sources Used Brand Use Memorable Quote
For increased levels of customer permission to receive promotional emails, the ______________ process includes the visitor checking a permission box and then responding to an email or text to opt in a second time.
Double opt-in
Which internet marketing tool would be best suited for viral marketing that is shared or forwarded easily from one user to the next?
IAB
Establishes Industry-Accepted Formats and Publishes Specifications -Standard Formats Necessary for Serving Onto Various Websites
EAT
Expertise, Authoritativeness, Trustworthiness
What is a step that the digital marketing industry can take to reduce the negative impact of ad blocking?
Explain the value of ads to the visitor with ad blocking software. Detect visitors with ad blocking software. Ask the visitor with ad blocking for a desired behavior, such as turning off ad blockers to see content of site. Lift restrictions to visitor with ad blocking software if the visitor complies with request.
5 elements in the structure of a short story, according to Freytag's Pyramid
Exposition Complication Climax Reversal Denouement
B2B (Business to Business) digital marketing does not use content marketing, which is exclusive to B2C (Business to Consumer).
False
Direct mail is cheaper, faster and more effective than email.
False
Higher ticket purchases are most likely to be made on a mobile device.
False
In the United States, more so than around the world, consumers have quickly adopted mobile payments.
False
Paid social is used for B2C (Business to Consumer) however not in B2B (Business to Business).
False
Relatively few B2B (Business to Business) product searches and inquiries begin with an internet search.
False
Pay-per-Click (PPC)
Firms Bid on Keywords to Obtain Lucrative Ad Ranking
What steps should be taking when curating the work of others?
Follow All The Rules of Keywords and Tagging New Image (Choose So No Copyright Issues) Include a CTA (Call to Action) New Title (Not To Be Confused with Original)
Creating a digital "perimeter" within which all ads will be seen via a customer's social media feeds, an option that is appealing and affordable to small, local retailers.
Geofencing
Paid search is currently dominated by what two platforms?
Google and Facebook
More than _______ of digital marketing is now mobile.
Half
More than __________ of all searches take place on a mobile device in the U.S. and Japan, with about half local intent.
Half
Structure of display advertising
Headline Body Text Visual Including Images and Videos
Why is search more effective than any form of advertising?
INTENT!
Offline channels for acquiring customers
Offline advertising in traditional media Direct mail
Online channels for acquiring customers
Search engine marketing Social media marketing Online advertising Mobile advertising Email promotions
____________ , or voice usage, is defined as a machine learning query enhancement tool to take into account the relevance and context of search to match queries to relevance.
rankbrain
A benefit of careful targeting of digital content is being ___________ to the audience.
relevant
The requirements of the CAN-SPAM law differentiate between acquiring new customers and communicating with existing ones.
True
When converting a desktop website to a mobile website, the most important strategy is to keep it simple.
True
With PPC (Pay Per Click), firms bid on keywords to obtain lucrative ad ranking.
True
Mobile advertising formats include:
Video Interstitials Native Expandables Banners
Digital elements can be part of effective integrated marketing campaigns
Video Online Advertising Social Media Blog
The CAN-SPAM act requires applicable emails to have the following:
- physical address - valid reply-to-email - unsubscribe provision - Valid Headers Including Domain Name and Email Address to Clearly Identify the Sender - Subject Line Must Not Be Deceptive
Why do marketers need a steady stream of new customers?
-To Drive Growth -To Nurture into Loyal Customers
A good goal for keyword density on a website is _______%.
1-3%
The majority of searches are now conducted on a mobile device.
True
The steps for an advertiser to participate in the paid search process:
1. Research 2. Build 3. Launch 4. Analyze
Steps in ad serving
1.Viewer Clicks on Site 2.Identify Ad That -Is Relevant to Viewer -Gives Advertiser Best Value (Reach, Audience) 3.Retrieve Ad from Inventory, Place on Site 4.Gather Metrics (Time to Load, Impression ++)
Open rates decline dramatically after ___________ of being sent.
24 hours
Negative Match
A Term That Should Not Be Considered
Four core digital marketing strategies
Acquisition Conversion Retention Value Growth
The quality of content is more important than the quantity of content.
True
Why Is Ad Serving Necessary?
Advertiser - correct target market, site that provides acceptable context for ad Publisher- acceptable advertiser and content who is willing to pay the site's price
Online/offline channels for acquiring customers
Affiliate programs Events Publicity and public relations
What accounts for much of the consumer's mobile digital media time?
Apps
What technology might allow two friends to look at furniture together, even when the two friends are in different cities and neither is near a store?
Augmented reality
Types of Ad Targeting Include:
Behavioral Lifestyle Demographics Geographics
The _________ rate is the percentage of undeliverable emails as a percent of the total sent.
Bounce
Broad Match
Captures Keyword Meaning including Related Terms, Synonyms
A promotional email should include:
Clearly defined CTA (Call to Action) Good Web Design Principles Time Deadline
Click Thru Rate
Click Thru Emails/ Opened Emails)
Search marketers are interested in social media simply because...
Consumers are on social media
Steps to monitor and evaluate the effectiveness of content include:
Consumption of content (shares, likes, frequency, metrics) Lead generation Sharing (which items, to whom, what platform) Sales
Key factors in SEO
Content (content with purpose, title, keyword research, etc) Off-site SEO (Google My Business, Social Media Consistency, etc) Technical (indexing, user experience, sitemap, etc)
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Content Marketing
Purchasing activities that are primarily rational in nature are to educate and to _________.
Convert
The creation of new content, services, or even products based on the needs and wants of an individual.
Customization
Email usage is expected to ____________ due to spam on the internet.
Decline
Search Engine Marketing (SEM)
Increase Visibility in Search Engine Result Pages
Personalization
Involves the creation of specialized content for a prospect/customer with a known profile. More than just stating a name!
Objective of ________________ is to get the best ranking for the lowest possible cost.
Keyword Bidding
B2B Content Objectives
Lead Generation Sales Lead Nurturing Brand Awareness
3 major influencers on organic search rank include
Links, content, and rankbrain
Mobile provides a structure for ___________ to customer wants and needs. Most customer journeys start with a mobile device.
Listening
Broad Match Modifier
Looks for Close Variations of Keywords
Paid advertising in which the ad matches the form, feel and function of the content of the media on which it appears.
Native content
Open Rate
Open Emails / Delivered Emails
__________ is the term used to describe the expressed willingness of consumers to receive further promotional emails and materials from the marketer.
Opt-in
With the ___________ form of permission, the user must "uncheck" the permission box that has already been checked to receive promotional emails.
Opt-out
Organic or Natural Search
Organic Results Based on Keywords Entered by User
A mathematical algorithm that indicates how important a page is - the search results from SEM, indicating how important a page is on the web, how important a search ranking is on the web and how important a search term is on the web.
Page rank
What are the components of display advertising?
Paid Commercial Content Structure Brand Logo Must Be Prominent
___________________, or Pay-Per-Click (PPC), are ads targeted to keyword search results through programs such as Google (Links to an external site.)Ads (Links to an external site.)(previously Google AdWords"). Also Called Cost-per-Click (CPC).
Paid search
Good email is __________ based.
Permission
Fraudulent emails designed to get personal information like passwords
Phishing
Exact Match
Precise Keyword or Words
Programmatic display ads
Programmatic Means Automated Ad Buying Based on Specifications of Both Advertiser Publisher Site
The objective of keyword bidding is to get the best ________ for the lowest cost.
Ranking
The "Golden R's" of digital emailing include:
Relevance, recipient control and respect
'White Hat'
SEO Process Driven by Quality Content
B2C Content Objectives
Sales Customer Retention and Loyalty Customer Engagement Brand Awareness
SEO, or ________________, is when marketers edit code and content to improve visibility in search engines without paying.
Search Engine Optimization
SERP
Search Engine Results Page
What are the dominant considerations in creating a positive mobile customer experience?
Simple site for easy navigation and use Fast loading Customer security
'Black Hat'
Sites That Pursue Deceptive Tactics
Digital advertising and ad targeting is powerful, allowing even the ________ business that is willing to learn the basic principles of display advertising to participate.
Smallest
________________ is the heart of good brand content. Not about the product About the experience of engaging with it
Storytelling
Refers to directing marketing communications to individuals or businesses that have been identified as valid prospects for acquisition or retention for the good or service.
Targeting
Content of display advertising
Text Visual Content Often Sound and Motion
Acceptable email marketing practices under the CAN-SPAM law include using correct identification of the sender in the header.
True
Advertising typically evolves on social media platforms as the platforms begin to monetize their content.
True
Instagram is owned by Facebook.
True
Location-based marketing, such as geofilters, is available to small, local retailers.
True
Search Engine Optimization (SEO) is a complicated process with activities that must be carried out by a multidisciplined team, including the marketing department, webmaster, customer service team, etc.
True
A successful omni-channel content distribution platform...
includes a brand content hub, social media platforms and a broad reach to attract new customers.
A great story will move people to buy a product even when the product is not the focus of the story.
true