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What is click through rate?

# of users who clicked an ad divided by the # of times the ad was delivered

Explain cookies and behavioral targeting?

A line of identifying text assigned and retrieved by a given web server and stored by your web brower

What is quality score?

A metric used by google to assess the performance of an add

Explain google ads how it works and the benefits?

Advertisers pay per click, advertisers do not pay unless someone clicks

What is user generated content?

Any form of content created by people rather than brands

What is a webspider?

Automated script, search engine sends to the internet to travel through web pages via page links and sends back content to be indexed (spiders feed on text, not music, flash, or images)

Explain depleting click fraud?

Clicking a rivals ad to exhaust their CPC advertising budget

What is peer production?

Collaboration between users to create content, interactions to promote products and services

What is owned media?

Communication channels that organization own (branded accounts on social media platforms)

What is C2C?

Consumers sell to other consumers (ebay, facebook marketplace)

Explain link fraud?

Creating a series of fake websites all linking back to a page in order to increase the pages organic search result

What is imitation in platform services and give examples

Creating the same platform features as other services (snapchat and stories)

Explain Cross-side and Same-side network effects?

Cross Side is having a preference for # of users on the other side. Same - Side is having a preference for the # of users on the same side. You want a lot of uber drives and not a lot of riders if you are a rider because it will make your uber cheaper

What is sharing economy?

Economic system based on sharing underused assets or services for free or a fee directly from individuals (Uber/Airbnb/Turo)

Explain mobile payment methods

Great variety of payment options makes it easier and to make purchases (impulse buy)

What is the google affiliate program and how does it work?

Links advertisers to websites and and other content providers that are willing to host advertisements for payment

What are lessons in making eCommerce successful?

Make everything available, Cut the price in half, Help people find content through algorithms

What are platforms? how do they create value? Give examples of platforms?

Online service connecting (or matching) two or more sets of interrelated customer sets (Amazon, Xbox, Netflix)

What is electronic commerce

Online transactions between organizations and individuals

What is paid media?

Orgs pay to leverage a channel or to promote a message

What is B2C?

Orgs that sell P/S to consumers

What is B2B?

Orgs that sell P/S to others organization which usually helps them create/sell their own P/S

What is crowdsourcing? examples?

Outsourcing a job to the general public, Netflix gave 1 M to someone who could improve their system by 10%

What is platform competition?

Platforms become dominate when they have a greater number of users, Platforms can be threatened by other platforms

What are two sided/multisided platforms?

Platforms have multiple sides EX producer and consumer or with uber it is the driver and rider

What are the different types of internet advertising? put on sheet

Pop up ads, banner ads, search engine ads (put on sheet)

Explain Search Engine Marketing (SEM)?

Practice of designing, running, and optimizing search engine ad campaigns

Explain Search Engine Optimization (SEO)?

Process of improving a pages ranking among organic search results

What is earned media?

Promotion through organic customers interactions with social media (tweets, posts)

Explain Blogs? on sheet

Put on sheet

Explain SMART? put on sheet

Put on sheet

Explain Wikis?on sheet

Put on sheet

Explain microblogging? on sheet

Put on sheet

Explain social networking sites? on sheet

Put on sheet

Explain the freelance/gig economy put on sheet

Put on sheet

What is collaborative consumption?

Reinvention of traditional market behaviors (renting, lending, swapping, sharing, bartering, gifting) through technology taking place on a scale not possible without it

Explain Organic/Natural search resulsts?

Search engine results that are based purely of relevance

What is the longtail? and different names for it?

Selling a couple of many different low selling tracks is more profitable than selling a few hits

What's Disinformation?

Sharing deliberately fabricated content with the intent to cause harm

Whats Misinformation?

Sharing false information that you think is real

What's Malinformation?

Sharing real information with the intent to harm

What are the two limitations of living in the physical world?

The need to find local audiences, firms cannot carry everything for everyone

Explain online reputations management?

Tracking a clients firm name, brand, executives names or other keywords and reporting online sentiment trends toward the positive or negative

What is mobile commerce

Transactions completed with a mobile device, feeds off impulse buys

How do search engines work?

Use "spiders" or "robots" to crawl through the web from site to site Create an index of the words on various sites and build a database of these words When you perform a search, the search engine looks for your request in it's database

How does ecommerce overcome these two limitations?

Using algorithms to help people find content and having unlimited "shelf" space

What is envelopment?

When one market attempts to conquer a new market by feature of its primary offering.

Explain content adjacency?

Where ads appear alongside text the advertiser would like to avoid

What is geotargeting?

identifying a user's physical location for the purpose of delivering tailored ads or other content

Key services/Features of mcommerce

interact/transact with anyone, anytime, anywhere, Mobile tickets coupons banking and more (portable, flexible, mobility, ubiquity, comfort, convenance, spontaneous)

Explain SEM pricing models (PPM,PPC,PPA)

put on sheet

Explain how businesses use social media tools? on sheet

put on sheet

Three elements of SEO put on sheet

put on sheet

What is the wisdom of crowds?

the idea that a group of individuals, often consisting of untrained amateurs, will have more insight than a single or small group of trained professionals