Internet Marketing Test #1
first implementation of the decentralized network ARPANET.
SRI (Stanford Research Institute) was the next connection to the ARPANET and the first host-to-host message was sent from Kleinrock's laboratory to SRI. The next two nodes were added UC Santa Barbara and University of Utah. -started at UCLA
tag clouds
A tag-cloud groupings of tags arranged with the most used or popular keywords highlighted by being shown in a larger font.
Internet Service Provider
An Internet Service Provider is a company that provides individuals and companies access to the Internet. An ISP has a point-of-presence, an access point for connection to the rest of the Internet.
MOBILE and digital marketing
Consider building apps: •For better more robust user experience. •Increases engagement. •More flexibility and features than responsive sites (ex: push notifications, beacons). About 80% of time spent on mobile phones is using apps.
cms
Content Management System; module that allows for customization through html & CSS
Tim O'Reilly
The second generation of Internet-based services was dubbed Web 2.0 by Tim O'Reilly
market orientation
considers customers, potential customers, and competitors. It evaluates how to deliver superior value, seek complementarities across its communications, appropriately support distribution, and efficiently coordinate its supply chain to focus on the entire market.
how many times do you need to see something before buying it?
7
impression
(an impression is an single instance or delivery of an html page or graphic)
CONTENT STRATEGY
"Build it and they will come" mentality doesn't apply to inbound marketing. Develop your strategy with these steps: •Identify target audience needs. •Focus on topics that solve our problems. •Use content to develop a trusted relationship with our customers. •Our content is not a direct sales tool for our products and services. •The focus is developing the relationship first.
SCIENTIFIC or SYSTEMATIC APPROACH
-Address a specific problem. How can I get 10,000 viewers in 30 days for example. -Research - Marketing guides, trends. List what you think works.Who are your market personas? How will you lead them through a journey? -Create Hypothesis - Estimate which marketing activities or channels will have the biggest impact -Experiment - How will you run your tests -Analyze - Document LearningsDo more of what is working - Don't do every channel. Double down on what's working
What to Include in Your Buyer Persona
-Persona Name -BACKGROUND: •Basic details about persona's role •Key information about the persona's company •Relevant background info, like education or hobbies -DEMOGRAPHICS: •Gender •Age Range •HH Income (Consider a spouse's income, if relevant) •Urbanicity (Is your persona urban, suburban, or rural?) -IDENTIFIERS: •Buzz words •Mannerisms -GOALS: •Persona's primary goal •Persona's secondary goal -CHALLENGES: •Primary challenge to persona's success •Secondary challenge to persona's success -HOW WE HELP: •How you solve your persona's challenges •How you help your persona achieve goals -REAL QUOTES: •Include a few real quotes - taken during your interviews - that represent your persona well. This will make it easier for employees to relate to and understand your persona. -COMMON OBJECTIONS: •Identify the most common objections your persona will raise during the sales process -MARKETING MESSAGING: •How should you describe your solution to your persona? -ELEVATOR PITCH: •Make describing your solution simple and consistent across everyone in your company.
"Internet" refers to the global information system that --
-is logically linked together by a globally unique address space based on the Internet Protocol (IP) or its subsequent extensions/follow-ons; -is able to support communications using the Transmission Control Protocol/Internet Protocol (TCP/IP) suite or its subsequent extensions/follow-ons, and/or other IP- compatible protocols; and -provides, uses or makes accessible, either publicly or privately, high level services layered on the communications and related infrastructure described herein.
social media vs display ad
-social media is more used for brand awareness: not as much just wanting to buy a product. -display is better for buying products because when googling white athletic shirt, nike will pop up bc of SEO and once he clicks on it he gets the cookies. Now when he's on google now he'll get more ads of shirts like that one to remind him to buy it. it's more of a targeting tool bc they know he's already interested.
difference btwn visit vs engaged visit
-visit is going to page and leaving -engaged is going to page and taking action: watching a video, clicked on something
E-MAIL SUCCESS-Tips for successful campaigns:
1)Build a solid email list. Two most common ways to do: •Build landing pages to guide •Collect emails through pop-ups on our website. 2) Segmentation for lists: •Segmenting by certain data will allow us to send personalized messages. •Personalized, relevant messaging have higher percentage of closing opportunities.
STATE OF DIGITAL TODAY
91% of consumers check emails daily. •66% of consumers have made a purchase online after an email marketing message. • Over 75% of individuals, in B2B and B2C, conduct research online before making a buying decision .•Digital marketing spend is increasing as more actions and business happens online than ever.
Uniform Resource Locator (URL)
A Uniform Resource Locator (URL) is the unique address for a file that is accessible on the Internet, it contains the name of the protocol to be used to access the resource, a domain name to identify the computer on the Internet, and a path that identifies the specific location of a resource on a server. A URL for a particular html page on a Web site might look like http://www.somecompany.com/importan . This specifies Hypertext Transfer Protocol (HTTP), the protocol for sending and receiving web pages as the protocol to be used to get a file from "somecompany.com" computer and the location of the file or page to accessed on that computer is specified with the pathname important_folder/products.html. Whereas a URL for a file meant to be downloaded using the File Transfer Protocol (FTP) would ftp://www.somecompany.com/Important Hypertext Transfer Protocol Secure (HTTPS) is a combination of Hypertext Transfer Protocol (HTTP) with SSL/TLS protocol. It provides encrypted communication and secure identification of a network web server
folksonomy
A collective set of tags is a folksonomy, a user-generated act of classification, and produces an online user-generated taxonomy of web content. This form of classification relies on a bottom-up process for selecting the content to be presented in feeds or indexes which is not determined by experts, editors or marketers.
digital dashboard
A digital dashboard is a display interface used to acquire and consolidate data that provides a customized display of information. IT SHOWS KPI's. The dashboard offers analytics, graphic displays and reporting regarding the data collected about the emails sent. -The delivery of the HTML files and recipients' responses to the email can be tracked via a digital dashboard. -The dashboard displays different metrics such as bounce rate which indicates the number of undeliverable emails (email addresses that the email could not be delivered to), the open rate which indicates the process of opening a marketing message, the click rate which is the rate at which content is clicked based on impressions of that email (an impression is an single instance or delivery of an html page or graphic), and the unsubscribe rate which is the number of unsubscribes contrasted to total subscriber base.
feed
A feed is a data format used for providing users with content. The content selected and placement of that content within it is generally determined by an algorithm that weights user actions or preferences. Commonly platforms determine the prominence of web content within the feed based on the amount of interaction associated with that content (e.g., positive or negative endorsement and ratings, number of comments, number of views)
microblog
A microblog differs from a traditional blog in that its content is typically more restricted in length. Users can share provide status updates or information through text, images, or video links. Twitter and Tumblr offer microblogging platforms that allow users to post content (post messages, pictures, links, and audio) to a short-form blog using a dashboard interface Users of the platform can follow other users' microblogs.
ANALYTICS
Analytics provide guidance on what to change to meet our goals. •Tools like A/B testing provide data to see what works better to get closer to our targets. •Develop KPI's (key performance indicators) to measure success. •Measure ROI (return on investment) from marketing activities.
CONTENT PLACEMENT
Arguably our second most important (first important is home page) web pages are our product landing pages. Usually the goal is to collect an email address (lead gen) or make a purchase by offering something our target customer will value. They should contain the following: • CTA • Video • An offer • Client testimonials/Stories
why are blogs important
Blogs are important in the history of the Internet because the explosion of the blogosphere, noticeably in 2004, marked the transition to Web 2.0. The interlinking between blogs, their content and user comments created the blogosphere. The blogosphere perfectly exhibits the interesting dynamics of the Web 2.0 environment. It is a domain where facts and opinion can mix quite easily.
How Are Buyer Personas Created
Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers - both "good" and "bad" -- prospects, and those outside of your contact database who might align with your target audience. You'll collect data that is both qualitative and quantitative to paint a picture of who your ideal customer is, what they value, and how your solution fits into their daily lives.
buyer personas
Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns. IN MY OWN WORDS: who is the ideal customer we're selling to? Describe.
Tim Berners-Lee
CREATOR OF HTML!! The user experience of the Internet move forward dramatically through the efforts of Tim Berners-Lee. While at CERN, Berners-Lee encouraged the adoption of Hypertext as a means to manage information. In the early 1990's he created Hypertext- Markup Language (HTML) to apply tags and structure to hypertext. He also developed Hypertext-Transfer Protocol (HTTP) along with a way of identifying unique document addresses on the Internet using uniform resource locators (URLs).
who led the DARPA team
DARPA funded a team lead by Larry Roberts to connect a set of computers (create a network) using Interface Message Processors (IMP) (devised by Wesley Clark). After Roberts and the DARPA funded community had refined the overall structure and specifications for the ARPANET, an RFQ was released by DARPA for the development of one of the key components, the packet switches (routers or hardware devices) called Interface Message Processors (IMP's). The RFQ was won in December 1968 by a group headed by Frank Heart at Bolt Beranek and Newman (BBN). The BBN team worked on the IMP's with Bob Kahn and played a major role in the overall ARPANET architectural design.
Directories or portals
Directories or portals (sometimes referred to as infomediaries) are gateways to internet resources that organize or categorize web content. They generally aggregate these resources in a directory or unique graphical interface. However, the value on these platforms does not reside simply in the content they have organized but user comments, ratings and reviews which qualify the information. For example, Yelp provides a directory of local businesses but it is user ratings that help validate that business to viewers.
E-MAIL MARKETING do's and don't:
Don't send too frequently. •Don't send irrelevant or repetitive content. •Do personalize and send offers that address the needs for that segment or group. •Do include an "opt-out" button - it's not just nice, but important to not get marked as spam. •Do use email automation to design campaigns and let them run, also called drip campaigns. •Do use analytics to track click through rates, open rates, time spent reading, etc. •Do use these numbers to optimize your content.
who examined the human interface and storage and retrieval systems using hypertext
Douglas Engelbart
encryption
Encryption is the process of transforming information using an algorithm to make it unreadable to anyone except those possessing the key to read the information. The result of the process is encrypted information and the reverse process, i.e. to make the encrypted information readable again is referred to as decryption.
File Transfer Protocol (FTP)
FTP allows for the transfer of files between a local computer and virtual host (server). Although a FTP program is offered in the user control panel for most hosting service, there are programs that may be downloaded such as Fetch, Winscp, and SSH that run the file transfer protocol.
CONTENT STRATEGY-home page
First design our home page. You have 7 seconds to build trust to keep a visitor interested in learning more or purchasing. Successful web design will: •Be easy to navigate for customers/clients. •Communicate your value proposition clearly. •Feature professional photos and layout. •Have information clearly displayed. •Include call to action buttons to guide our visitors to various actions.
Lawrence Lessig
Founded Creative Commons which offers a license structure inspired by the GNU GPL, ShareAlike, that allows for assets to be placed in the digital commons. ShareAlike allows creators to specify whether: the work can be used commercially, derivatives of the work are allowed, and new work may be made available under the same license terms. -suggests we have transitioned from a read-only-culture where a small professional group produces all the culture and the public can only absorb and take in the culture, to a read-write-culture where the public is free to add, change, influence, and interact with their content and culture. This results in the continual remixing of all elements of culture.
Digital vs Traditional Marketing Shift
Getting content seen is a push and pull tactic and involves practices like SEO. •Reaching targets is a complex web of sites. •Optimizing your content for different devices. •Using analytics to test what works. •Designing content so customers flow through buyer's journey seamlessly. •Enough info to help a customer make a decision and purchase instantly.
SEO: Search Engine Optimization
Help people find content, websites and landing pages by practicing SEO. SEO is a series of strategies and tactics to increase traffic to a website by obtaining a high-ranking placement in the search results page of a search engine. •Use keywords that your target use to search for products like yours. •Google trends is one common tool used to determine the best keywords.
INTERNET OF THINGS
How is IoT disrupting the market? Seamless Selling - Product availability, ease of payment and quick delivery are some of the reasons why ecommerce is growing Personalized Service - Around two-thirds of customers complain about the lack of personalized promotions or individual guidance Contextualized Communication - One of the biggest advantages of IoT is its ability to target consumers with contextualized messages wherever they are and whatever they're doing Experiential Engagement - Everyone wants an unique experience. Think virtual fitting rooms for shoes, clothes. Insightful Analysis - New, detailed, real-time data to better understand consumers.
Key statistics on websites
Key statistics include the number of pages viewed by visitors during a given time period (Pageviews), number of individual visitors who came to the site (Unique Visitors), the most visited pages (Top Pages), and inbound links/sites who referred to your site (Referring Sites). Weebly offers free as well as premium account to access it offerings. This freemium model is used to give users an opportunity to work with the service for free and experience the value, then they can pay additional fees for additional functionality or service.
SOCIAL GROWTH
Key tips to grow your numbers of followers: •Engage with influencers. •Produce content that connects with our target. •Reply to comments and moderate all activities. •Be consistent with language on all posts. •Reach our target at the times they are online. •Post at different times and republish old content. •On some channels a post only "lives" for 6 minutes. •Use analytics to optimize post times and content.
who designed ARPANET
Larry Roberts led it while he was working with Howard Frank and his team at Network Analysis Corporation, and Leonard Kleinrock's who was focused on the development of packet switching theory at the Network Management Center
who developed Mosaic, a web browser with a graphical user interface (GUI).
Marc Andreessen along with a team National Center for Supercomputing Applications (NCSA) at the University of Illinois at Urbana-Champaign
E-MAIL LISTS
Marketers who use list segmentation: •39% saw greater open rates. •28% see lower opt-out and unsubscribe rates. •24% see better email deliverability and increased sales leads.
2020 DIGITAL TRENDS
Mobile on the Move (How many of you start buying, researching, communicating on one device just to move to another platform?) Cross Device Targeting Attribution - 3rd Party Helps you be seen and convert(set of user actions that contribute in some manner to a desired outcome, events or touchpoints that lead to a desired outcome) Data Driven Programmatic (software used to automate buying, placement) Social Media Presence Stronger Influencer Marketing - Slowly Declining Voice driven On Screen Google SERP
RESPONSIVE CHANNELS
Mobile was imperative in 2017. Tips: •Current coding ensures content will fit any new devices to the market. •Make sure load times for pages are low. •Make sure images and content are easy to scroll through on different devices. •QA, Test and view all content on different devices to see how easy they are to navigate and read.
Open source
Open source refers to a program in which the source code is available to the general public for use and/or modification from its original design free of charge. Open source code is typically created as a collaborative effort in which programmers improve upon the code and share the changes within the community.
DIGITAL JOBS IN MARKETPLACE
Social Media Manager/Director •Account Manager/Director •Strategy Manager/Director •Global/Regional Market Development •SEO Manager •SEM Manager •Web Architect •Technology Manager/Director •Creative Director •UX/UI Manager •CRM/e-Business Manager/Director •Operations Director •Project Manager •Analytics Analyst/Manager/Director •Copywriter/Content Writer •Media Buying/Planner •Photographer/Videographer •QA/Testing •Events Manager/Director
IP address
Routers direct the packets around the internet and insure the packets of information reach the correct IP address (location). The unique IP address is either dynamically at the moment of connection or for a period of time. If a computer is assigned an address for a fixed period of time it is considered a static address like that assigned to a web or name server hosting websites. Once this networking structure is established, then other protocols or applications can be layered (run on top). For example, Hypertext transfer protocol (HTTP) is the application layer protocol that links and provides access to the files, documents and other resources of the World Wide Web.
Social bookmarking
Social bookmarking is another form of tagging that does necessarily involve keywords or text content but allows content to be selected, categorized, and shared. It is the practice of saving bookmarks to a public web site. Tools such as Stumbleupon, Digg, and Delicious allow users to bookmark content they compelling on the web.
what can be managed with the cloud
Software-as-a-Service (SaaS), platform as a service (PaaS), and infrastructure as a service (IaaS) provide software, platforms and hardware as service that can be used and managed via the cloud. With the advent of these cloud service models, contact with the market and market research were transformed. Marketers did not need sophisticated technical skills to deploy email and online surveys. Without the requirement for printing, mailing or physical delivery they could contact and communicate with consumers at a fraction of the cost and instantaneously.
CUSTOMER JOURNEY
Start with these questions: •What do we want to achieve? •Who are we trying to serve? •What value are we offering? --Unique selling proposition. Most companies want more sales and brand exposure. Be as specific as possible: sales of what and to whom?Put planning into percentages, numbers. Clearly define goals that tie into consumer
Understanding the Internet and WWW Infrastructure
The Internet is a worldwide system of computer networks. It is a network of networks and a user at any connected computer can interact with content or users on another computer so long as they have permission. A user accesses the Internet from a connected device (e.g., computer). A modem modulates outgoing signals from a device. If line the device is connected to carries an analog signal (e.g., conventional copper twisted pair telephone line) it demodulates the incoming analog signal and converts it to a digital signal for the digital device. A cable modem works in a similar manner to a standard modem in that it takes a signal from the computer and converts it for transmission over the cable network. Digital describes electronic technology that generates, stores, and processes data in terms of two states: positive and non- positive. Positive is expressed or represented by the number 1 and non-positive by the number 0. Thus, data transmitted or stored with digital technology is expressed as a string of 0's and 1's. Each of these state digits is referred to as a bit and a string of 8 bits that a computer can address individually as a group is a byte.
difference between The Internet and the World Wide Web
The Web is a collection of interconnected resources or files with specified locations and linked by hyperlinks and the Internet is a collection of interconnected computer networks linked by wires, fiber-optic cables, and wireless technologies and refers to computers and networks that communicate using IP (Internet protocol) and TCP (transmission control protocol).
SEM: Search Engine Marketing
The next way to increase search results and visibility for our site, products and content are with paid ads. Definition: Paid search marketing is advertising in sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click - PPC) or when your ad is displayed (cost-per-impression - CPM).
what does cloud-based service mean
The term cloud-based service refers anything that involves delivering hosted services over the Internet. -With a cloud-based software service the application is not installed on the user's local machine but runs on the servers of the company or organization making the application available over the web. Most often user access and use the application via a browser. -Cloud-based services such as Google Drive emerged that offer word processing through a web browser. A user can access the word document and modify content within it and changes to the file are saved on Google's servers, then any other invited user can be granted access to view or modify the same document.
content management systems (CMS)-WordPress, Joomla and Drupal
These types of software, referred to as content management systems (CMS), store and keep track of all digital assets associated with site text, graphics, audio, and other documents and can be programmed to render those digital assets as a web site or platform. All three are open-source content management systems available to anyone under the GNU General Public license (GNU GPL) a widely used license which guarantees individuals, organizations, and companies the right to freely use, share, and modify the software. The concept of GNU General Public License was pioneered by Richard Stallman and is considered copyleft license. Copyleft makes a program or work free and requires most modifications and extensions of the work to be free.
Paid Advertising
Tips: •Many sites offer PPC ads with different rates. •Pay close attention to how well they target specific audiences. •Everyone is on Facebook, for instance, wanting to make sure Facebook ads will be seen by our target. •Test and analyze our ads using different photos, tag lines, sites, times to post and more.
how was the World Wide Web (WWW) born.
Ultimately Andreessen, the team from the NCSA and Jim Clark develop the commercially available Netscape Navigator as the successor to Mosaic. With these developments the World Wide Web (WWW) was born.
Video marketing
Video marketing is one of the best ways to captivate our audience and hold their digital attention spans. Useful stats: •In Q2 2017 alone, U.S. consumers watched 48.2 billion videos. •In 2019, 74% of total Internet traffic was on video. •Every minute, 48 hours of video are being uploaded to YouTube. Tips: •Create a clear, short video of a product or service. •Videos increase understanding of a product or service by 74%. •Create fun, interesting, useful content for YouTube, the number 2 search engine in the world. •Increase shares by creating more videos: 30 seconds to a min videos are likely to be shared 37% more than those that are 5-15 min.
virtual hosting/hosting
Virtual hosting or "hosting" such as GoDaddy provide a customer (company or individual) access to a web server. Web server hosting services offer a directory to place html and image files, an allocation of file storage, and e-mail addresses. Other services offered might include shopping cart functionality, web design tools, or basic site analytics information. -The needs only to have access File Transfer Protocol (FTP) program for exchanging files with the virtual host.
WHY SEGMENT
We can use many characteristics for different reasons. What to choose depends on our product, goals, target and offers. Here are some common items to use: •Geographic location (different companies consume marketing differently) •Level of interest •Content type (infographic, e-book, webinar) •Frequency of purchase •Socio-economic factors •Demographics: age, gender, education
Hypertext- Markup Language (HTML)
Web pages are created using Hypertext- Markup Language (HTML) which applies tags and structure to hypertext. It is literally coding that specifies how to mark-up text. A browser reads the instructions and renders the page.
web server
Web server is the computer program and hardware that fulfills requests initiated by user agent (e.g., a web browser) such as html files and images or receives content from a client (e.g., web forms). It may also support scripting using Active Server Pages (ASP), PHP, or other languages to create web content on the fly.
Web widgets
Web widgets or plug-ins, portable chunks of code that can be installed and executed within any HTML-based web page, are offered to provide additional assets such as news, weather and other data. Widgets are written in JavaScript, flash or any other scripting languages and run when the page is called.
human-powered results
When people as opposed to an algorithm review databases, content, outcomes and provide updates that are used to create an index of results, answers, or ratings it is referred to as human-powered results. The Open Directory Project is an example human-edited directory of the Web that is constructed and maintained by a global community of volunteer editors.
computational results
When results are generated directly by computing the answer from structured data that is a response to a user's inquiry, this is referred to as computational results. For example, WolframAlpha does dynamic computations to offer results. It will provide mathematical computation results or can even provide insights regarding information in databases to which it has access. It offers Facebooks insights provides quantification of your usage behavior on Facebook.
Vinton Cerf
Widely known as a "Father of the Internet," Cerf is the co-designer of the TCP/IP protocols and the architecture of the Internet. he and the Inter-Networking Group (INWG) worked on a set of standardized communication protocols, the Network Control Protocol (NCP), that could provide the fundamental communication layer across networks and allow different networks to be linked together (satellite, radio, eventually Ethernet). -from these efforts the internet protocol suite Transmission Control Protocol/Internet Protocol (TCP/IP) was developed and implemented in the early 1980's.
what brought the first .com boom
With the perfect storm of user-friendly tools to browse and create html content along with the influx of commercial activity on the Web, the late 1990's brought the first ".com" boom. Desktop applications such as Dreamweaver became available to generate html code with WYSIWYG (what you see is with you get) editing capabilities and a user could create a web site without coding html.
SOCIAL MEDIA
You have The Big 4: Facebook, Twitter, LinkedIn, and Instagram. TikTok? •Depending on our target, others may make more sense for our brand and goals. •Research other common sites and know where our buyer persona is most active and engaged. •These could include: Pinterest, G+, YouTube, Snapchat, Tumblr, Reddit, Periscope, Medium.
server
a computer program that provides services to other computer programs and the hardware that a server program runs on. A server is a program that awaits and fulfills requests from client programs on the same or other computers.
Alan Turing
a mathematician, worked at Bletchely Park Britain's codebreaking centre on cryptanalysis and the National Physical Laboratory (NPL). He built the Turing machine (one of the first computers) and developed ideas on artificial intelligence.
XML (Extensible Markup Language)
a set of rules for encoding web assets in a format that can be delivered to an aggregator.
digital marketing
an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
product orientation
centers on the capabilities of the firm and what it can accomplish efficiently with its internal assets (employees, technology) without significant concern for the desires of the market.
Vannevar Bush
head of the U.S. Office of Scientific Research and Development completed an essay As We May Think which described a machine that could offer access to documents linked by association. He also advocated strongly for increased government support of science and the creation of the National Science Foundation.
open rate
indicates the process of opening a marketing message
Bob Metcalfe
invention of Ethernet allowed for the implementation of Local Area Networks (LANs) that connected these computers.
web browser
is a client program that uses the Hypertext Transfer Protocol (HTTP) to make requests of Web servers throughout the Internet on behalf of the browser user. The first web browser with a graphical user interface was Mosaic and many of the user features of Mosaic went into the first widely-used browser, Netscape Navigator. Microsoft followed with its Microsoft Internet Explorer. Another well-regarded browser is Opera. Mozilla Firefox is an open-source project that started from the source of the Netscape Navigator. Safari is Apple Computer's Web browser and Google Chrome is the browser offered by Google.
unsubscribe rate
is the number of unsubscribes contrasted to total subscriber base.
bandwidth
is the range of frequencies that an electronic signal uses across a given transmission medium.
sales orientation
may seek to convince people to buy goods or services whether or not they are needed, wanted, or the best option for the individual.
NPI
new product initation/introduction
how to set-up more persuasion focused communication
offer interfaces that can be accessed through a browser and the actions taken by a user within the interface create an html file that can be distributed to a set of email addresses. The html can be developed from templates available through the service. It can include graphic and hyperlinks. The user simple drags, drops, and selects assets to determine what the page should they are designing is going to look like. To accomplish this there is no requirement that the end user understand the html code being created. What the user sees as they design the email determines the html file that is generated by the tool. The service then delivers the html file to each email address and the email is displayed within an email application interface. As a result the end recipient is able to interact with the web page content via their email application. Google's Gmail is an example of a browser based email service in which the html file could be displayed.
marketing
performance of business activities that direct the flow of goods and services from producers to consumers
broadband
refers to telecommunication in which a wide band of frequencies is available so it can transmit different frequencies within the band concurrently and allow more information to be transmitted in a given amount of time. Think of a multiple lane highway as broadband and a single lane road as narrowband.
RSS (Real Simple Syndication or Rich Site Summary)
relies on XML to capture content and publish it. RSS directs that information ton software referred to as a feed reader over the web or installed on a local device. A user subscribes to the content publication by clicking an RSS icon in a browser, that action initiates a subscription to the content and this allows marketers to push information out to consumers who have subscribed to that information.
ui/ux
take a written design and then use a wireframe to help turn it into an actual product usually using HTML
Defense Advanced Projects Agency (DARPA)
the US's response to the Soviet launch of Sputnik. DARPA's mission was to ensure US technology exceeded the capabilities of any potential enemy or threat. One critical initiative of DARPA was to design a communication network that had flexibility and could extend to include additional nodes over time. The network also needed to continue to function in the event of a nuclear attack. In response, the commercial world would join scientific research and military in advancing the structure of the network (referred to as ARPANET).
what did the word network turn into
the network was now referred to as the Internet.
click rate
the rate at which content is clicked based on impressions of that email
acceptable use policy (AUP) for the Internet,
the rules that define the ways in which the network, website or system may be used, lifted the restrictions on the use of the Internet to carry commercial traffic. With the commercialization of the Internet, NSFNET (ARPANET) was decommissioned.
Transmission Control Protocol
the universally agreed upon method for breaking up digital messages into packets and routing them to the proper IP address, and reassembling them. TCP establishes the connections among sending and receiving computers as well as handles the disassembly and reassembly of packets.
During the 1970's protocols such as email and File Transfer Protocol (FTP) were developed why?
to facilitate the sharing of files across the network. (although protocols like FTP facilitated the exchange of information across the Internet, the network did not have a standard communications protocol.)
how did Google ultimately eclipse Yahoo
using its back-rub technology, an algorithm that weighted different factors to determine relevance of web content to a user search.
The goal for ARPANET
was to avoid a centralized network structure that had one critical node that all hosts connected to, as this structure would be vulnerable to nuclear attack if that critical node was disrupted. Although initial design ideas where that ARPANET would be a distributed network with the connections evenly distributed across all nodes ultimately the ARPANET emerged as a decentralized networked that has a set of interconnecting nodes (there may be some nodes that are more connected than others).
audience management
who am i targeting? Which City? -targeting a specific audience instead of just throwing your ad out there
bounce rate
you don't click on anything, you just go to the page and then quickly go out of the site. IT indicates the number of undeliverable emails (email addresses that the email could not be delivered to) -that's why mentioning how many clicks isn't important bc half of them could be bounce visits -that's why engaged visits are so much more important than visits in general
digital channels *don't have to memorize all, just know what they are
•Social media •Display: banner ads on Google when you're searching for something; can also be a carosel ad. Has pictures and a call to action. Has a better ROI than IG ads. •Google Analytics •Google Adwords •Audience Management (DMP) •CRM •CMS •Loyalty Marketing •Buyer Persona/Customer Journey •Responsive •Influencer Marketing •Market Research •Email Marketing •SEO/SEM •Content Marketing •IoT •AR/VR
Our model to visualize strategy. It includes:
•What to create. •Purpose or goal for content. •Channels for distribution. •Stages like "listening," "analyzing" and "optimizing."
