eMarketing Final - Study Guide

______________ is a profile that a writer creates to embody the characteristics of the target audience for whom he or she is writing. It helps to personalize the brand.

A persona

Working with social media can be broken up into three phases: Strategy, Implementation, and ______________.

Analytics

__________ is the payment model where the advertiser pays for every thousand times the advert loads on the publisher's page. This is how a campaign is normally priced when brand awareness or exposure is the primary goal.

CPM

________ URLs consist only of the path to a webpage without extra code.

Clean

____________ are useful, centralized planning documents that ensure that various teams are all aware of each other's efforts, and that communications are integrated.

Content plans

A ______________ visually identifies and organizes every encounter a customer has (or could have) with your company and brand. These interactions are commonly referred to as "touchpoints".

Customer Experience Map

______ can be used to change and adapt marketing strategies to better meet changing consumer needs

Data

____________ are generally objective and unambiguous data points that change within well-understood and measurable parameters, for example, people get older, income increases or decreases, people get married or have children.

Demographics

In 2012, ________ defined marketing as "the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential."

Dr. Philip Kotler

_____ is a form of qualitative research where a group of people are asked questions in an interactive group setting.

Focus Group

Search engines need to help users find what they're looking for. To make sure they list the best results first, they look for signals of: Popularity, Authority, Relevance, Trust and

Importance

__________________ are banners shown between pages on a website. As you click from one page to another, you are shown this advert before the next page is displayed.

Interstitial banners

_____________ are the very foundation of search. When a user enters a query on a search engine, he or she uses the words he or she thinks are relevant to the search.

Keywords

_____________________ makes a CRM strategy successful.

Knowing who your customer is and what they want

_______________ is the use of wireless devices to conduct commercial transaction online.

M Commerce or Mobile Commerce

______________ is a business tool that helps determine the competitive intensity and attractiveness of a market. It analyzes the power of suppliers, the power of consumers, the threat of new entrants, the threat of substitute products, as well as direct competitors in the industry.

Porter's Five Forces analysis

___________ is conducted when new data is gathered for a particular product or hypothesis. This is where information does not exist already or is not accessible, and therefore needs to be specifically collected from consumers or businesses.

Primary research

_____________ relies on numerical data to demonstrate statistically significant outcomes.

Quantitative research

There are four main forms of data relevant to brands: Algorithmic intelligence BI: Business intelligence CI: Customer intelligence and __________________

SI: Software Intelligence

_______________ offered by social media platforms makes it stand out from other forms of online advertising.

The targeting

___________ is one of the first things a user sees when clicking through to a video, and is used first and foremost by the video search engines to determine the relevance of your video to the search query.

The video title

______________are generally automated emails that inform customers of payments, subscriptions, or changes to their account.

Transactional emails

____________ is considered the largest of the content creation and sharing websites.

YouTube

What two things make digital marketing powerful?

ability to segment the audience and to measure performance

Your most important message, content or Call to Action should usually be placed ___________________.

above the fold

When writing for the Web, it is better to use _________________.

active voice

The three main components of search ads are keyword-optimized ad text, the link to your owned property (website, social media platform, content) and _________________.

ad extensions

When should you collect data to inform business decisions?

at every stage of the marketing process

It is a good idea to focus on mobile sites when targeting a ______________ and building an application when wanting to reach a ________________.

broader group, niche or targeted audience

How can survey response rates be improved when conducting market research?

by offering respondents an incentive for completing the survey

Any time there is an action you want a reader to take, a _____________ should instruct them on what to do.

call to action

A ___________ is a detailed description of a fictional person to help a brand visualize a segment of its target market.

customer persona

A good CRM program begins with __________.

data

Search ads allow you to include a ____________ URL, also known as a vanity URL. This is the URL that is shown in the ad.

display

Marketing often uses ______________ to provide a tangible reward for taking a desired action.

extrinsic motivators

A ________ is a prominent aspect of a product or service that can provide benefit to users. It describes what the product does.

feature

The page that the user reaches by clicking on an advert is called a _____________ - either an existing page on your website, or a new custom-built page for the campaign.

landing page

A company's ____________ or list of subscribers who have agreed to allow a company to send them emails or SMSs with marketing messages - is the most valuable asset of a direct marketing campaign.

opt-in database

Search advertising, also called _________________, is a way to advertise your business or product directly on search engine results pages, where the advertiser pays only for each click on their advertisement.

pay-per-click (PPC) advertising

The number of followers on Facebook is a vanity metric. It doesn't mean much on its own. Instead, you would want to look at _________________ to see whether you are doing well.

percentage increase in number of followers or the engagement rate of the followers that you have

____________, which is denoted with quotation marks around the keywords, means that your advert will appear only for search terms that have your keywords in them, in the same order, though other words may also be in the search term.

phrase match

In CRM, customer touchpoints can generally be divided into three spheres or phases. What are these three phases?

pre-purchase, purchase, post-purchase

One of the most important principles for mobile is ___________.

privacy

Creating customer demand is a three-step process: inform, persuade and ___________.

remind

When someone comes to a company's web site, but does not complete a purchase, that company can use Google AdWords to target adverts to them in the SERPs. This is called __________________.

retargeting

Alt text is used in HTML to attribute text to an image on a web page, normally to describe what an image is about and to display text in instances where the image is unable to load. Why is this important for search engine optimization?

search engine spiders can't read images, but they can read the alt text

The fourth step in creating a social media strategy is ________________.

set objectives

There are some principles that can help you make great video content with the potential for viral spread. These include making the content short, unique, and ____________.

shareable

In UX terminology, a ___________ is the visualized structural plan for how the website's pages will be laid out and organized.

sitemap

One of the most important aspects of usability involves sticking to ____________________, which are simply common rules or ways of displaying or structuring things on the web.

tertiary templates

One of the core principles to keep in mind when choosing a social media platform on which to advertise is ____________________________.

that you need to go where your audience is.

Ultimately, the aim of any type of marketing is _____________________________.

to keep and grow a customer base and stimulate sales in the future.

The ____________ of online advertising is what makes it so superior to conventional advertising.

trackability