MKTG 311 Final Exam
Terms in this set (38)
story experiences imprint people with collective unconscious archetypes
exposition, inciting incident, rising action, climax, falling action, resolution
collective unconscious forces affecting beliefs, attitudes, and behavior implicitly and/or explicitly
___________________ is often a plea for clarity that may be achievable in part by recognizing that the drama in the story is one illustration of one or more specific problems that exist
barriers to entry
Content acceptance (social media is easy for this)
Talent (can create content, analytics, graphic design)
Technology (have to acknowledge it has changed)
companies pull customers to their brand websites through SEO and social media/digital assets
Any kind of information in many different types of digital formats, such as video, written texts graphics, slides..... any kind of digitally presented information delivered essentially over the Web, over the internet or in any kind of social network
Valuable, compelling and relevant content on a consistent basis to attract and retain customers through information that they actually want to receive
B2B Digital Content Marketing
digital content is typically used as an inbound marketing technique to pull customers to the website.
The techniques and materials used by those who are involved in the promotion of goods and services
A new marketing tool that allows you to get to know your customers and prospects in ways that were previously not possible
Social media management software
software designed for marketing departments and organizations to publish to social media platforms
social media marketing tools
software designed to support or to automate common SMM activities that include content generation, publishing, scheduling publication and republication, testing, monitoring, analysis, and many more.
____________ are contracted out to third-party suppliers (similar to advertising agencies, clients are often brands).
Ex: Sprout social
volume, velocity, variety, veracity
Collecting and selling data about individuals is not new (used to be linked to voluntary information); Online tracking companies at first used cookies to discern online behavior (cookies remember information about a user based on online activity, which is specifically useful to advertisers
use information to compile detailed dossiers on individuals
a technology-enabled and model-supported approach to harness customer and market data to enhance marketing decision making
digital marketing analytics
_________________ is the translation of customer behavior into actionable business data
Measurable value that shows the progress of a business goal (Examples: Followers, impressions, engagement rates, site visits, click through rate, etc.)
provides a personalized service when a customer explicitly requests it.
displays personalized information about products or services - consumer has to act on that information.
sends a personalized product or service directly to customers without their explicit request.
________ is a free (premium options) web analytics service offered by Google. IT was launched in November, 2005, and it racks and reports website data.
% of single-page sessions
group data based on the common sources of traffic
# of times people click on a hyperlink to website
visitors who go to a site by typing in URL or via a bookmark
other niches that visitors are engaging with.
terms that people type in on search engines before landing on a website.
refers to the # of times a user has visited a site from a specific Exit page (point)
last page that a user viewed before leaving
activities that you want a visitor to do when they visit a site.
Google's paid advertising platform - companies display paid search ads by bidding on keywords
revenue per user
divide the Total Revenue with the Number of Users.
characteristics of aggregators
Direct Relationship with Users, Zero Marginal Costs For Serving Users, and Demand-driven Multi-sided Networks with Decreasing Acquisition Costs
__________ are defined by their ability to take advantage of the Internet's drastically reduced distribution costs and minimal transaction costs.
Real-time blending of virtual objects into real-world settings
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