Digital Marketing Mid-Term
Define: Curation
Organizing and maintaining a collection
Define: Embedded Device
a device, often a microchip, that becomes part of another device, rendering various services, often doing so without human intervention
Define: Front End
all the marketing and promotional activities that occur before a sale is made
Define: Data Mining
analytic process and specialized analytic tools used to extract meaning from very large data sets
Define: Digital Convergence
changes in media that have been brought about by changes in computing devices and networks
Define: Pervasive computing
computing power embedded in devices that makes computing capabilities available to anyone, anywhere at any time.
Define: Location Based Service
content that is delivered based on the user's current location
Define: Net Present Value (NPV)
current value of a discounted stream of future revenues personalization
What is WordPress?
is a free and open-source blogging tool and a content management system (CMS) PHP is the programming language and MySQL is the database platform it uses to store data. most dominant content management system on the web
Define: A/B Split
presenting one offer, creative execution, and so forth to one group of customers or prospects and another version of the same offer, creative execution, and so to another group of customers
Define: Personalization
process of preparing an individualized communication such as a newsletter or web page for a specific person based on stated or implied preferences
Define: Customization
process of producing a product, service, or communication to the exact specifications/desires of the purchaser or recipient
Define: Predictive Marketing
relevant variables and associated response factors or probabilities are used to estimate the likelihood of occurrence of a specific behavior, given the existence of a given level of specific variables
Define: Databse
set of files (data, video, images, etc) organized in a way that permits a computer program to quickly select any desired piece of content
Define: Profile
summary of distinctive features or characteristics of a person, business, or other entity
Define: CLV (Customer Lifetime Value)
the net present value of a future stream of net revenue from an identified customer
In developing the site navigational structure it is important to: A) have every page represented on the main navigation bar. B) construct a hierarchical diagram of site structure. C) turn it over to technical personnel who have the necessary expertise.
B) construct a hierarchical diagram of site structure.
Amazon.com increases average order value by: A) Provides product reviews B) recommends complementary products C) Both A and B D) Neither A nor B
C) Both A and B
Effective brand building requires: A) Balancing the online and offline media mix B) Ensuring the best possible customer experience C) Both of the above
C) Both of the above
Types of search include: A) Local search B) Vertical search C) Both of these choices
C) Both of these choices
________ is the concept that describes the degree of positive or negative feelings about a brand. A) Brand equity B) Brand prestige C) Brand image
C) Brand image
Which choice below best represents why direct email marketing is superior to direct mail? A) Faster, higher response rate, better list B) Faster, cheaper, better tracking C) Faster, higher response rate, cheaper
C) Faster, higher response rate, cheaper
Technology that can integrate location into marketing applications is called: A) apps B) Web 3.0 C) GPS
C) GPS
Elements of video marketing strategy include: A) Content creation B) video production C) Optimization
C) Optimization
________ is the set of techniques designed to make web pages rank highly on search engine result pages. A) SAS B) SEO C) SEM
C) SEM
Term often used when software is made available on a fee for usage basis: A) Application software providers B) Proprietary software C) Software as a service
C) Software as a service
Businesses have enthusiastically adopted the internet for marketing for the following: A) attract new customers B) customer retention C) both of the above
C) both of the above
The phenomenon we call "the Internet bubble" was characterized by: A) many Internet businesses that had not attained profitability. B) venture capital available to even questionable business models. C) both of the above
C) both of the above
Define: barcode
the printed, machine readable set of black lines and white space that identifies products according to the Universal Product Code; 2D bar codes are represented by a matrix in order to store more information
The number of people who took action on the email divided by number of emails is called the: A) Click-through rate B) A/B testing C) Bounce rate
A) Click-through rate
The search engine responsible for most searches is: A) Google B) Yahoo C) MSN
A) Google
Advantages of a brand community include: A) Members are likely to feel more brand loyalty B) members feel they are part of an exclusive club C) Both of the above
A) Members are likely to feel more brand loyalty
The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is: A) Opt-in B) Opt-out C) Registration
A) Opt-in
The minimal acceptable standard for permission marketing is: A) Opt-out B) Opt-in C) Confirmed opt-in
A) Opt-out
The primary conversion on a retail website is typically: A) Purchase B) Sign up for email deals C) Create an account D) Pay for a premium account
A) Purchase
What is the marketing mix for direct marketing (not the four P's)?
1) the offer 2) the list 3) the media used 4) the creative execution 5) the service and support
Salesforce.com exemplifies: A) a "cloud computing" product that shows the power of connectivity in a network. B) a proprietary product used by a single user. C) technology that is used primarily to develop proprietary software.
A) a "cloud computing" product that shows the power of connectivity in a network.
The basic business models used on the Internet include: A) multi-channel marketing. B) target return on investment. C) disintermediation.
A) multi-channel marketing.
Define: Sales Promotions
A marketing communication that encourages the customer to take specific action
The most common way consumers discover new online products is through: A) search B) merchant emails C) social networking sites
A) search
Define the "4 I's"
1) interactivity 2) immediacy 3) involving 4) information-driven
True or False: A heatmap helps visitors understand the layout of a website.
False
True or False: A server is the hard drive storage on your laptop computer.
False
True or False: CPM refers to the Cost Per Many inquiries.
False
True or False: IP in 'IP address" stands for Internet Principles.
False
True or False: Small retailers cannot make effective use of expensive tools like video.
False
True or False: Social media does not play an important role in the dissemination of video content.
False
True or False: Spam is only a minor annoyance to most Internet users.
False
True or False: The navigational structure of the website is a technical issue to be handled by the IT experts.
False
True or False: There is little room for growth in mobile or broadband in developing countries.
False
True or False: Unpaid referral traffic comes from paid search traffic.
False
True or False: Search engine Marketing and Social media marketing have little relationship to each other.
False
The nature of website objectives will depend on: A) tasks visitors expect to perform on the site. B) the types of hardware and software that will be used. C) how visitors are going to be attracted to the website.
A) tasks visitors expect to perform on the site.
Optimizing videos for visibility requires: A) use of relevant keywords wherever possible. B) uploading to paid video sites. C) a paid channel on YouTube.
A) use of relevant keywords wherever possible.
CMS (Content Management System)
An application that allows publishing, editing and modifying content, organizing, deleting, and maintenance from a central interface
Define: Text messaging
An electronic message sent from one cell phone to another
Online advertising is ________ effective than television advertising in creating customer awareness. A) More B) Less C) Equally
B) Less
Which of the following is a good tip for a successful email marketing campaign? A) Include lengthy articles to draw in the reader B) Make use of the subject line to increase response rate C) Restate your privacy policy on your web page
B) Make use of the subject line to increase response rate
Identify the three activities best suited to email marketing. A) Newsletters, alerts and reminders, lead generation B) Promotions and discounts, newsletters, alerts and reminders C) Newsletters, interstitials, promotions and discounts
B) Promotions and discounts, newsletters, alerts and reminders
________ is the development of web pages in a manner that is friendly to search engine spiders. A) SEP B) SEO C) SEM
B) SEO
Effective brand building on the Internet requires: A) intensive use of online advertising. B) combining interactivity and information-driven direct-response marketing. C) higher expenditures than offline brand building.
B) combining interactivity and information-driven direct-response marketing.
The CAN-SPAM act requires applicable emails to have the following: A) physical address, valid reply-to email, opt-in box. B) physical address, valid reply-to email, unsubscribe provision. C) physical address, valid reply-to email, P.O. Box.
B) physical address, valid reply-to email, unsubscribe provision.
The Golden Rs of email marketing include: A) Reciprocity B) Recency C) Relevance
C) Relevance
A website must be hosted on a _____ A) Browser B) Interactive device C) Server
C) Server
Among the types of testing that marketers can do to improve their websites are: A) concept testing, beta testing, and monitoring customer feedback. B) prototyping, exploratory marketing research like focus groups, and beta testing. C) both of the above.
C) both of the above.
Deploying and tuning the site: A) needs to be performed by the marketing department. B) indicates how other marketers are creating online customer experience. C) is essentially a technical task.
C) is essentially a technical task.
The site navigational structure: A) the first step in the web development process. B) a technical issue to be handled by the informational technology department. C) takes into account how easy it is to move around the site.
C) takes into account how easy it is to move around the site.
When setting objectives for a website, marketers must be concerned about: A) a website that offers entertainment to visitors. B) making sure the website is equipped to conduct ecommerce. C) the role of the site in overall marketing strategy.
C) the role of the site in overall marketing strategy.
What is a way a media site might measure engagement? A) Pageviews B) Video views C) Time on site D) All of the above
D) All of the above
Which of the following is a type of website traffic? A) Direct B) Referral C) Search D) All of the above
D) All of the above
Define: Testing
statistical process by which alternative marketing approaches are compared and the best is selected
Define: Interoperability
the ability to exchange information between different operating platforms
Define: Fulfillment
the business processes necessary to receive, process, package, and ship orders to customers
True or False: A cookie is a small piece of code stored on a user's computer that identifies the user to the website.
True
True or False: A retail website that has both a high level of traffic and a good conversion rate can still improve its success by increasing average order value.
True
True or False: A robust customer database is one key to effective email marketing.
True
True or False: A site is "sticky" if it is difficult to leave and often revisited.
True
True or False: Effective videos can increase the volume of sales on retail sites.
True
True or False: Links, Content, Tags and Title and URL are all part of the basics of SEO.
True
True or False: Most website visitors skim content instead of reading it word by word.
True
True or False: Natural and organic search results are synonymous terms.
True
True or False: Page rank refers to an algorithm to determine how important a page is on the web.
True
True or False: SEO is lower in cost to implement than Paid Search.
True
True or False: The fundamental difference between HTML and PHP is that HTML is a static client-side language while PHP is a dynamic server-side language.
True
True or False: Web 3.0 refers to websites and applications that will understand and respond to the user's intent.
True
Define: SIM (Subscriber Identity Module) card
a removable chip for cell phones that stores personal data and makes it easy to switch from one phone to another
Define: Podcastin
a service that uses RSS technology to download audio content to a user's device
Define: Mobile app
a software application that runs on a smart mobile device.
Define: NFC (Near Field Communication)
a type of wireless connectivity that enables communication between enabled devices over short distances
What are the basic direct response strategies?
acquisition > conversion > retention > value growth
Define: Back End
activities that are required to satisfy the customer after a sale is made, including fulfillment and customer services
Define: media convergence
several types of media or media channels (text and images, for example) working together in a fashion that is seamless to the user.