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Digital Marketing chapters 1 and 2
Terms in this set (67)
What does digital marketing do?
enhances value exchange
what is Digital Marketing?
marketing of products and services using digital technologies such as business websites, social media platforms, emails, and search optimizations that enhances the value exchange among modern day marketers and customers
Digital marketing- value to customers
specific customer profiling and targeting based on behavioral tracking
Digital marketing- value to firms
multidimensional customer engagement
online purchase steps (online purchase process IS complex)
1. product search
2. ecommerce website
3. product page
4. checkout and payment
Uniform Resource Locator; a location identifying where documents can be found on the Internet; a Web address
The portion of a web site address that identifies the type of site it is (.gov, .edu, .com).
the part of a network address that identifies it as belonging to a particular domain.
A number that uniquely identifies each computer or device connected to the Internet.
-a unique string of numbers separated by periods that identifies each computer using the Internet Protocol to communicate over a network.
A program used to view Web pages. ex. google chrome, safari
A computer that awaits and responds to requests for data.
unique identifier/ small piece of code that company places on a client computer during previous visits
Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on World Wide Web pages.
The process of housing or storing a web site, making it available to the public, and managing the servers on which it runs.
Transport Layer Security (TLS)
an encryption method to prevent eavesdropping from third parties
In www.amazon.com is called what?
URL (Amazon's URL) or domain name
URL goes to what?
homepage request is sent to what?
server receives request for
homepage + browser type + cookies
these steps repeat _______ a client clicks on something on the website
Client side coding languages
What makes a website successful?
The AIDA model
Awareness, Interest, Desire, Action
generate traffic is ______
drive conversion is ______
maximize revenue per conversion is ___
to make a successful website it must
generate traffic, drive conversion, maximize revenue per conversion
typing in website
internet user clicks on a link to the site from another site
internet user clicks on a link to the site from a search engine results page (consumer searching for your service/product)
what does direct traffic include/why important ?
bookmarked pages, mobile apps, email/chat links, session refresh
important: brand recognition/top of mind of consumer, consumer awareness, brand loyalty, consumer remembers you
what does referral traffic include/ why important?
paid and unpaid referral traffic
paid: banner ads, text ads, video ads
unpaid: articles, blogging, social media
what does search traffic include/ why important ?
paid (AD icons, payed to get onto this space, listed on the top) and unpaid (consumer searched for this term (yellow space))
-all based on what is searched in the search bar
conversion is ____
a target action that you wish your visitors to take
percentage of visitors to a website who make a purchase
(takes into account your goals relative to traffic that came in)
Ecommerce Conversion Rate found by?
sales or purchases / # of visits x100
and this gives you a KPI
Key performance indicator - a statistical measure of how well a company is doing in a certain area.
click through rate (clicks/impressions)
CONVERSIONS in form of product purchases
lead generation website
want user information, could offer free trial and return, purchases not happening right away here, final sale not happening here
A lead is an __
inquiry from a potential customer into a business's products or services
stage 1: leads
stage 2: prospects
stage 3: customers
primary KPI (for media website)
engagement as page views
what would be a primary KPI for Netflix?
signing up and creating an account
What would be a secondary KPI for Netflix?
time you spend watching shows on Netflix, or continued subscription with Netflix
Social Media KPIs
page views, video views, shares, tweets, likes
(Can engage customers with these things)
an online marketing strategy in which a business rewards individuals or other businesses (affiliates) for each visitor or customer the affiliate sends to its website
goal: visitor to click on an affiliate link and to buy something at the destination website
primary KPI: CTR
secondary KPI: purchase
buyers/ sellers have equal importance (Ex. eBAY)
directed traffic from leads to revenues
website goals (Success of a website)
traffic, conversion, revenues
why care about website design
most important company - facing digital property
-digital destination for current customers/ potential customers
Web Design Principles
1. design for usability
2. conversion centered design
3. 3 questions framework
4. segments approach
5. mobile first approach
Design for Usability
Follow website conventions
Create effective visual hierarchies
Break pages up into clearly defined areas
Make it obvious what's clickable
Format content to support scanning
capitalize on the consumer learning curve (company logo, search box, navigation tool)
3 questions framework
1. what are you offering?
2. why should I pick you?
3. what do you want me to do next?
-quality of webpage not determined by whether the webpage answers these questions but HOW CLEARLY it answers those especially "above the fold"
conversion (new vs. returning customers or browser/shopper vs. searcher vs. buyer)
mobile first approach
design for smaller screens first and add features/content for larger screens later.
why? if it works on smaller mobile device screen, larger screens should follow easily
mobile browsing issues
smaller screen, images become undecipherable, page loading and takes time
how to fix? employ RWD (Responsive web design)
responsive web design (RWD)
coding webpage content (texts, images, ect.) to detect the website visitors screen size and automatically resizing/ rearranging those elements to optimize their display
conversion rate percentage (web design)
total goal completions / total website visits x100
what is goal: place an order, subscribe to newsletter, or whatever you choose
This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts
always be testing
How to build trust
positive publicity, video demonstrations, social media presence
home page, main sections, subsections (context)
the first page that a visitor sees on a website
ex. homepage, page opned after clicking on an online ad, email link, or search result link
the golden rule (NSAMCWADLP)
"Never start a marketing campaign without a landing page"
Landing Page Design
1. product or service
3. visual components
Landing Page Types
there is no single way to design a website or LP but well designed webpages :
facilitate desired consumer behavior
continually strive to improve CRO and therefore profitability
OTHER SETS BY THIS CREATOR
digital marketing midterm
philosophy midterm fall
Chapter 8: Sales Skills (Midterm)