MKT digital final exam LSU
What are the 6 qualities of good UX
(FADUCU) Findability Accessibility Desirability Useability Credibility Usefulness
Three things that the QS looks for
-Expected CTR -Ad Relevance -Landing page experience
9 Principles of Mobile
-personal, -always carried, -always on, -build in payment systems, -creative tool, -accurate audience, -social context, -augmented reality, -digital interface
How much time do user spend in apps?
90%
Push Messaging
A notification from an app that displays on a smartphone while the app is not actively in use.
Moral Hazard
A situation in which you know you can do the bad thing because you will get away with it.
Fetching
A social media platform has the ad and goes and gets the ad to show it to you. Measures how many times it is shown not seen.
Responsive design
A specific feature that websites have; changing sizes and shapes depending on what device it is being viewed on.
GA4
A version of google analytics
What is a sitemap?
A virtual table of contents for your website.
Search Advertising
Also known as paid search and sponsored search : anytime a company spends money to be a google result.
$300 Million Button
An Article about when people got to the register button they would leave the stuff in their cart and leave the webpage; Amazon changed the word to "Continue"
What does APP stand for?
Application
APIs
Application Programming Interface; software that helps other two software's talk to each other.
AR vs VR
Augmented Reality Virtual Reality
Disabilities
Blind and deaf people have trouble accessing webpages.
CTA
Call to Action.
Connection
Can this person connect to the website.
CTR
Click through rate
Neologism
Combining two words to make a new word. Ex: mansplain
What are the two meanings of accessibility?
Connection and Disabilities
Tracking cookies
Constantly giving information to companies
CPA
Cost per Action: changes between advertiser to advertiser; the CPA is what matters to the brand.
DKI
Dynamic Keyword Insertion: You give an ad to a platform and allow them to change the ad when its appropriate.
What was the word of the year in 2015?
Emoji
Digital Interface
Everything is easy to send and digitized
What is above the fold
Everything that you see on the homepage before you have to start scrolling.
Creative UX
Everything you can do to increase engagement and shares; the user likes to use the software.
Web apps
Ex: Zoom; program that brings you to the internet and looks like an app.
EAT
Expertise, Authoritativeness and Trust; Things that might affect your ranking on a search page.
What are the two main UX categories?
Functional and Creative
Reputation Score
Google decides what makes an author have a good reputation.
GUI
Graphical User Interface; How you interact with software. Ex: if your car is the computer the GUI is the steering wheel and pedals.
Comcast moral hazard
Has the content that they want people to see but could be shady.
High Fi
High Fidelity: the website is as close to its final stage as we can make it.
Thematic Document Corpus:
How much of the body of work did you make
HTML5
Hyper Text Markup Language: how we write webpages. Version 5 does more inter-connectivity within programs.
HTTP
Hyper Text Transfer Protocol
HTTPS:
Hyper Text Transfer Protocol Secure; Steps that you can take to secure called light ranking factor. HTTPS is better
Information Hierarchy: Known as the F pattern:
Important information is at the top then middle of the page; makes the letter F
Google Ads QS
Internal rating system: google will look at all the other ads and see if your ad is good within that space.
IOT
Internet of Things; idea that all of our internet capable devices are connected.
KBT
Knowledge Based Trust; Looking at the internet and trying to determine whether or not most of the sources on the internet is agreeing to what you are saying.
What are cookies?
Little programs that companies will put into your computer.
Hybrid Apps
Live on your computer, is an app, and has features that access your phone but majority of the stuff that it can do is accessed through the internet.
LTE
Long Term Evolution; how we been developing radiofrequency's so we can download data faster. LTE is standard and 5G is where we are going.
Two main types of copywriting
Long and Short Long: people preferer long copy in a downloadable pdf then a short copy on a webpage.
How do we know if a person is an expert?
Look at their credentials and see if it is available to read on website.
Content Audit
Looking at someone's webpage or app and seeing what could be done better.
Low Fi
Low Fidelity: Beta version
Conversion
Making a viewer become a customer
How do Gen Z and Millennials view the internet?
Millennials: internet is the computer. Gen Z: internet is their phones.
MVP
Minimum Viable Product; the beta testing version. Progressive web apps are constantly being involved so it is a good thing to test out software's on users.
What are long tailed keywords?
More detailed keywords
What was the 2015 inflection?
More people were accessing the internet on their mobile device then on desktops.
MMS
Multimedia Message Service; videos and music
MUM:
Multitask Uniform Module: means Multi-Media; Analyzes music, moving pictures, gif....
What are the two types of apps?
Native apps and Web apps
Native apps
Native apps are applications that are designed to work on a particular platform or device, such as Android, iOS, or a Windows computer.
NFC
Near Field Communication; two internet connected devices are close enough together they can share information voluntarily. EX: airdropping
what is the CTR formula?
Number of people that click on the ad / number of people who saw the ad = CTR
Heat Map
People will spend more time in certain areas (physical)
Social Copy
Practice of writing for social media post
What is a pro and con to a web app?
Pro: Users don't run out of storage Con: dependent on a browser
What is a pro and con to a native app?
Pro: better performance Con: higher cost to maintain
What is a pro and con of a hybrid app?
Pro: loads quickly Con: certain features might not be useable on devices.
Authentication Cookies
Programming that gets installed on your computer that proves that you are a real person.
PWAs
Progressive Web Apps: can be easily updated.
QS
Quality Score
SMS
Short Message Service
What are some of the third party social media management software's?
Sprout Social and HubSpot
What is a wireframe?
The blueprint of the design of the webpage.
Native Analytics
The built in software that comes with the platform. Ex: Pinterest Analytics
Functional UX
The user can do everything on the software easily.
What is the downside to DKI
There is a keyword in every ad which lowers the clickthrough rate.
Which is better Trust or Legitimacy?
Trust
UTM
Urchin Tracking Module
Rank Brain
Used to be called page rank. Looks at the website to determine its quality.
UCD
User Centric Design
UX
User Experience
UID
User Intuitive Design
What is a measure of exchange in the digital space?
Value; what a person is willing to give up in order to interact with your brand.
Seed Sites:
Where you grow information from; looks at a few different things
Click Map
Where you spend your mouse time (on the computer)
WIFI
Wireless Fidelity
YMYL:
Your Money or Your Life; Pages that directly talk about money or things that affect your life.
What is a Zero Rating Website?
Zero-rating is a technique where internet service providers (ISPs) allow consumers to utilize a specific website without charging their internet data plan.
Google Panda:
a series of questions that google ask itself to determine whether a webpage is of good quality.
Algorithm
a series of steps that google tells itself to go through.
Corpus
entire body of work
Micro-Conversion
getting a viewer to do anything; the more you have the more likely you will get a long term customer.
Baby or Tiny algorithms:
google is using thousands of tiny algorithms to determine how good a web page is.
NLP
natural language processing; the way machines interpret what we say
How do we determine the quality of a website:
one way is to use software called rank brain.
Socially Embedded Consumption
our purchases are shared through our phones; affiliate marketing
50/50 spilt
people are about 50/50 spilt whether they like push notifications
Authority:
people believe you are a good source of information.
Trustworthiness:
people get their questions answer when they visit the website. -Click through rates
List some possible factors for an EAT evaluation
popularity of author, click through rates, use of hhtps, knowledge based trust.... etc
Seed Sites looks at the....
position of the link, the degree of deviation of the source page, and number of outgoing links of the source page.
Escalation Protocol or Communication Protocol
set of instructions to use when something crazy happens online. Does the social media manager handle it or the CEO , etc...
Anchor Text:
shorten link that is highlighted; Google looks to see if the link and anchor text corresponds.
Geolocation and Geofencing
targeting an ad to a certain location.
What are the steps for writing towards an audience?
the 4 Ws: what when where who
Valence:
the positive or negative direction of something; Are people saying good or bad things about your brand.
Black Hat SEO:
the shady or illegal stuff that SEO optimizers will do to a webpage so google will show the webpage
What happened around DiGiorno Twitter post?
they used the #whyistayed without doing their research
Endogenous:
variables that are inside the system (how many PHDs the author has)
Exogenous:
variables that effect the system (author that didn't publish for a while because they were sick)
Consensus:
what everyone else thinks.
Terms in search queries:
what people are asking for; Do people search for Sedan or Mercedes Sedan (people say the brand when looking for a term)
Co-Occurrences:
when people are searching a topic, do they also search that author or company?
Meta Descriptions
when you google something, and a little description shows up under the webpage. The webpage owners create the meta description
Digital Copywriting
writing the stuff that you will post on the internet
Gary Illyes quote:
you want to write the stuff that actually gets shared.