E-Marketing Exam 2
A key factor in SEO (search engine optimization) is:
*Technical* (indexing, user experience, sitemap, etc) *Off-site SEO* (Google My Business, Social Media Consistency, etc) *Content* (content with purpose, title, keyword research, etc)
List the various channels for acquiring customers:
*online*: search engine marketing, social media marketing, online advertsing, mobile advertising *offline*: offline ads in traditional media, direct mail *both*: affiliate programs, events, publicity and public relations
How can email service providers assist marketers?
-help get emails delivered through ISPs -aid in tracking, measurement -provide database integration -manage content dynamically -integrate with social marketing, other campaigns
Which internet marketing tool would be best suited to viral marketing?
Steps in the SEO (Search Engine Optimization) process include: 1. Define the Target Market 2. ____________________________________ 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
Find Out What Users Search for and Why They Search
Paid search is currently dominated by what two platforms?
Google and Facebook
3 major influencers on organic search rank include: links, ________, and rankbrain.
content
What are the components of display advertising?
content: text, visual content, often sound and motion structure: headline, body text, visual including images and videos
Acceptable email marketing practices under the CAN-SPAM law include:
correct identification of the sender in the header.
Define ad serving, and why it is necessary for advertisers and publishers?
delivering ads to all types of sites -performed by middleman (ad server) that has necessary hardware and software 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
_____________ is 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
Define native advertising:
paid advertising in which the ad matches the form, feel, and function for the content of the media on which it appears
___________________, 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 always _________- not SPAM.
permission based
The CAN-SPAM act requires applicable emails to have the following:
physical address, valid reply-to email, unsubscribe provision
A search engine determines rank on its results pages by:
proprietary algorithms.
__________ of content is more important than the quantity of content.
quality
____________ , 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
Careful targeting of content ensures ___________.
relevance
The Golden Rs of email marketing include:
relevance
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
Email usage is predicted to decline, as a result of _______
spam
A great _________ will move people to buy a product even when the product is not the focus of the story.
story
______________ is the heart of good content.
storytelling
Define content marketing:
a strategic marketing approach focusd on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience- and ultimately, to drive profitable customer action
Which is NOT an organic search factor?
ad placement
Describe an integrated marketing campaign and the components, and provide an example:
an approach to creating a unified and seamless experience for consumers to interact with the brand; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media
The steps for an advertiser to participate in the paid search process include: 1. Research 2. Build 3. Launch 4. _______________
analyze
Define programmatic display ads:
automated ad buying based on specifications of *both* the advertiser and the publisher site
Utilize the following information to understand deliverability calculations: - 100 Emails sent - 20 Emails bounced - What is the Bounce Rate? (Emails Bounced / Emails Sent) _______ - How many emails were delivered? (Emails Sent - Emails Bounced) - 50 Emails opened - What is the Open Rate? (Open Emails / Delivered Emails) ______ - 10 Emails were clicked through - What is the Click Thru Rate? (Click Thru Emails/ Opened Emails) _____
bounce rate= 20% open rate= 50% click thru rate= 10%
What can digital marketers do to combat ad blocking?
-Detect Visitors with Ad Blockers •Explain the Value of the Advertising •Ask for Specific Desired Behaviors •Can Lift Restrictions for Compliance -Restrict for Non-Compliance
How does a marketer integrate email and social media?
-collect email addresses from visitos to social media site -verify permisison -send permission email -use ongoing communications to develop relationships -enhance relationship through customer dialogue
How can marketers monitor and evaluate the effectiveness of content marketing? (4)
-consumption how many shares, which channels, frequency and depth of consumption -sharing which items, who, how often, on what platforms -lead generation how is content supporting lead generation, nurturing -sales can the marketer link content to sales? is there relevant content for all stages of customer journey?
Explain the steps for creating a digital marketing content strategy (4)
-create content -identify and develop target audience -select and optimize distribution platforms -monitor conversations, evaluate content marketing effectiveness
Describe the types of ad targeting:
-demographic -geographic -lifestyle ^all used in traditional and offline media -behavioral --identified users --unidentified users --with predictive models ^^ digital tracking makes it possible to precisely track users by their actions
Describe the process, elements and benefits of creating a persona
-devlope profile of hypothetical member -provide name and image -financial status, payment methods -a day in the life: hopes, dreams, fears -technology interaction profile -social media profile -info sources uses -brand use -memorable quote
How should a marketer curate the content of others? (5)
-use a new title -new image -body text -quote -include a CTA
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 four core digital marketing strategies are:
1. aquisition 2. conversion 3. retention 4. Value growth
Define the following types of mobile advertising formats, and be able to recognize:
1. banners 2. interstatials 3. expandables 4. video 5. native
What are the 3 steps of creating content?
1. create original content (65%) 2. curate content from other sources (25%) 3. purchase syndicated content (10%)
What are the 5 elements in the structure of a short story, according to Freytag's Pyramid?
1. exposition (inciting moment) 2. complication (rising action) 3. climax (turning point) 4. reversal (falling action) 5. denouement (moment of release)
Describe the steps for developing a customer-focused email campaign: (4)
1. gather customer data 2. derive customer insight 3. suggest proactive action 4. evaluate response
Describe the checklist for creating a marketing email: (8)
1. preheader 2. subject line 3. offer or call to action 4. time deadline, sense of urgency 5. web deisgn principles 6. CAN-SPAM 7. viral marketing 8. social media
What are the golden rules of email marketing? (3)
1. relevance 2. respect 3. recipient control
List the steps in ad serving: (4)
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 ++)Must Be Done in Fraction of a Second!
Open rates decline after _____ hours.
24
Describe the different types of content in the content matrix:
Awareness/emotional: -games, events Purchase/persuade: -celebrity endorsements, reviews Rationale/educate: -press releases, blogs Convert: -demonstrations, FAQs, pricing
While both B2B and B2C businesses use content, their objectives differ. Explain: B2B Objectives: B2C Objectives:
B2B: -lead generation -sales -lead nurturing -brand awareness B2C: -sales -customer retention and loyalty -customer engagement -brand awareness
what must be prominent with display advertising?
BRAND LOGO
Explain ad blocking and why it a concern to the digital marketing industry:
Becasue ads are how news sources generate a ton of their revenue, so if ads are not popping up, no money will be generated
Which of the following expresses the primary reason why Canadian anti-spam law is stricter than its U.S. counterpart?
Canadian anti-spam law requires either implied or express consent from the recipient.
Describe the IAB
Internet Advertising Bureau -standard formats necessary for serving onto various websites
Why is search marketing so important to advertisers?
It allows them to connect with consumers right when the consumers are interested in a purchase.
Identify three of the activities best suited to email marketing.
Market research, newsletters, alerts and reminders
Why is it unwise for search marketers to ignore mobile search?
Mobile search is outpacing desktop search.
What is the primary driver of the growth of paid search?
Mobile technology.
Guidelines for a good promotional email include:
Preheaders reinstating and reinforcing the offer.
Google, and other search engines, use the following data to make search results relevant: (check all that apply)
Previously clicked links Search History IP Address Geographic Location Other Google Accounts (ex. Gmail) Type of device (mobile of laptop) Browser Cache and Cookies
Describe the components of a digital press release:
Relevant timing Compelling headline Informative lead paragraph Supporting quotes Clear call to action
Which of the following best describes the relationship between search and social media?
Search marketers are very interested in social media simply because consumers are on social media.
Instagram is owned by Facebook. T/F
True
When is it a good idea to employ a paid search campaign to determine which keywords should be used to optimize the site?
While developing an organic search campaign. After developing an organic search campaign. AND Before developing an organic search campaign.
The majority of both B2B product inquiries and regular online purchases begin with ___________.
a SEARCH
Describe the CAN-SPAM requirements: (5)
a United States law regulating advertising and promotional emails. 1. physical address 2. valid reply-to email 3. unsubscribe provision 4. valid headers including domain name and email address to clearly identify the sender 5. subject line must not be deceptive
Define targeting emails:
directing marketing communications to individuals or businesses that have been identified as valid prospects for acquisition or retention for the good or service.
Which of the following is an application of search engine marketing?
driving traffic to websites providing content lead generation
Why is email best suited for viral marketing?
easy for viewers to forward an email or share
SEO, is when marketers
edit code and content to improve visibility in search engines without paying.
What are the pros/cons of email vs. direct mail?
email is low cost, quicker results, and higher responses direct mail is expensive, longer time for response, and low response rate
A true statement about spam on the Internet is:
email usage is predicted to decline as a result of spam.
Describe how HubSpot utilizes disciplined content creation to appeal to a large audience:
every day employees post 7 blogs 5 tweets 3 facebook posts 10 instagram posts a week etc.
Paid social is used for B2C (Business to Consumer) however not in B2B (Business to Business). T/F
false
Higher ticket purchases are most likely to be made on a mobile device. T/F
false, higher ticket purchases are more likely to be on desktop
A successful omni-channel content distribution platform does not include a brand content hub. T/F
false: A successful omni-channel content distribution platform includes a brand content hub, social media platforms and a broad reach to attract new customers.
Define phishing:
fraudulent emails designed to get personal information like passwords
The objective of keyword bidding is to:
get the best ranking for the lowest cost.
The search engine responsible for the most searches is:
Digital content ____________ established accountability for digital content activities.
governance
More than __________ of all searches take place on a mobile device in the U.S. and Japan, with about half local intent.
half
Define personalizing emails:
he creation of specialized content for a prospect/customer with a known profile. More than just stating a name!
Steps in developing an email campaign include:
measuring the results of the campaign.
Creating and choosing content should be guided by the core ______ of the brand, reflecting its values and beliefs.
mission
The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:
opt in
Explain the increasing levels of permission for email marketing:
opt out: permission box already checked, easier opt in: visitor must check permission box, conscious choice, better results. confirmed opt in: double opt in:
Define customizing emails
the creation of new content, services, or even products based on the needs and wants of an individual.
Why is search - all forms - more effective than any form of advertising?
the customer has intent, so they are already looking for something
display ads
the standard advertising format to which other types of ads are compared
why do marketers need a steady stream of new customers? (2 answers)
to drive new customers to nurture into loyal customers
Describe how digital media differs from traditional media, and how marketing messages to consumers have changed:
traditional media: -space is expensive -time is expensive for marketers -image is everything (info is secondary) -communication is one way -mass audiences -low interactivity online media: -space is cheap and unlimited -time is expensive for users -info is everything -communication is interactive -targeted audience -direct links to further info -range of interactivity
___________ provide high click-thru and open rates for emails.
triggers
Advertising typically evolves on social media platforms as the platforms begin to monetize their content. T/F
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
Search marketers are interested in social media simply because consumers are on social media.
true
The objective of keyword bidding is to get the best ranking for the lowest cost.
true
With PPC (Pay Per Click), firms bid on keywords to obtain lucrative ad ranking.
true
Define a bounce rate:
undeliverable addresses as percent of total
Types of search include:
voice search
Describe the golden triangle and above the fold for an email:
you put most important elements where viewer is most likely to see them golden triangle is in top left corner of monitor
