Digital marketing advanced Flashcards
(107 cards)
1
Q
What are the key elements of the ideal webshop?
A
- Transparency
- Logistics
- Payment
2
Q
Fill in the blank: The online selling process includes the stages of awareness, consideration, ________, retention, and loyalty.
A
conversion
3
Q
What is the primary advantage of starting a webshop?
A
Global availability
4
Q
What does D2C stand for in e-commerce?
A
Direct to customer
5
Q
What are the eight steps to starting an online webshop?
A
- Define your offer, target audience, and business plan
- Research your brand
- Select the right webshop builder
- Determine your logistics partner and payment methods
- Find a payment partner
- Optimize user experience and usability
- Build in sustainability
- Evaluate, measure performance
6
Q
True or False: The reliability of delivery is more important than the speed of delivery.
A
True
7
Q
What is a marketplace in the context of e-commerce?
A
A platform where sellers come together to offer their products
8
Q
What are some advantages of selling on a marketplace?
A
- Visibility and awareness
- Access to potential customers
- Benefiting from the platform’s marketing
9
Q
What is a disadvantage of using a marketplace?
A
Competition with numerous sellers
10
Q
What defines an open marketplace?
A
Anyone can sign up as a seller
11
Q
What is the purpose of marketing automation?
A
To handle routine & repetitive marketing actions without human intervention
12
Q
What are the three aspects of marketing automation?
A
- Process automation
- Communication automation
- Data automation
13
Q
What is the goal of lead generation?
A
To attract potential customers/leads
14
Q
Fill in the blank: A marketing qualified lead (MQL) is a prospect who shows interest through specific marketing interactions and is deemed ________ to nurture.
A
worth it
15
Q
What does SQL stand for in lead management?
A
Sales qualified lead
16
Q
What are the five phases of lead management?
A
- Lead generation
- Lead identification
- Lead nurturing
- Lead qualification
- Post purchase
17
Q
What is the main goal of the loyalty phase in the customer journey?
A
To retain individuals or entities that have completed a purchase
18
Q
What are trust labels in e-commerce?
A
Labels that ensure compliance with legislation and build consumer trust
19
Q
What does CRM stand for?
A
Customer Relationship Management
20
Q
What is dropshipping?
A
Creating a webshop to sell products that you do not have in stock
21
Q
What is a key disadvantage of dropshipping?
A
Poor reputation due to many scammers
22
Q
Fill in the blank: Marketing automation is NOT a ________ tool.
A
mailing
23
Q
What is the definition of a closed marketplace?
A
A marketplace that requires a screening and selection procedure for new sellers
24
Q
What is the significance of keyword research in marketplace optimization?
A
To improve product visibility and relevance in search results
25
What is the primary focus of marketing automation?
Retargeting via leveraging existing customer base
26
What is the goal of lead generation?
Attract potential customers/leads
27
What is lead identification?
Collect identifiable information to identify anonymous visitors, crucial for MA
28
Define lead nurturing.
Build and maintain relationships with potential customers who have already expressed interest
29
What is the objective post purchase?
Customer satisfaction & loyalty
30
True or False: Lead qualification optimizes sales marketing cooperation.
True
31
What does grading & scoring enable?
Time saving, upselling/cross selling, improve sales/marketing
32
What is data capture in marketing automation?
Collecting relevant data on leads and customers to run targeted & personalized campaigns
33
Fill in the blank: Leads are potential customers who show interest in your _______.
[products/services]
34
What is behavioral tracking?
Tracking user activity on the website to gather data
35
List the types of heatmaps used in tracking.
* Click heatmaps
* Motion heatmaps
* Scroll heatmaps
36
What is data cleansing?
Regular checking, cleaning & updating customer data to remove inconsistent & outdated information
37
Define personalisation in marketing.
Creating tailored experiences for potential customers
38
What is dynamic content?
Content that changes based on certain conditions or actions of a person
39
What does the flow visual of VUB illustrate?
The process from landing page through social media to brochure form submission
40
What are first touch campaigns?
Campaigns that show where a prospect first interacted with the brand
41
What is the purpose of an attribution model?
To quantify the contributions of different touchpoints
42
What is generative AI?
A form of artificial intelligence that creates content automatically based on prompts
43
Fill in the blank: Generative AI works on the basis of _______.
[probability]
44
What is a Large Language Model (LLM)?
A model trained on diverse text sources to understand and generate human language
45
What are the dangers of AI?
* Misleading information
* Privacy concerns
* Environmental impact
46
What does the AI ACT regulate?
Ensures security, transparency, and reliability of AI systems
47
What is prompting in AI?
Providing clear instructions or context for AI to generate desired output
48
What is the significance of specific instructions in prompting?
Specific instruction leads to concrete, applied output
49
Define few shot learning.
A technique in natural language processing where a model is given examples within the prompt
50
What does data enrichment involve?
Enriching customer profiles with additional data from reliable sources
51
What is the primary goal of lead nurturing?
Increase engagement and convert leads to customers
52
What is the purpose of segmentation in marketing?
To divide the database into different groupings based on characteristics
53
What is a role prompt?
A role prompt defines the context and expertise of the chatbot to guide its performance.
54
What is few shot learning?
A technique in natural language processing where a language model is provided with a few examples to guide its performance on a specific task.
55
What are stepwise prompts?
Prompts that give the chatbot time to think before generating a response.
56
True or False: A chatbot can reason.
False
57
What does chain of thought (CoT) refer to?
A process where every generated word affects the following ones, influencing the reasoning output.
58
What is knowledge generation in AI?
Including relevant information in prompts to enable AI models to provide answers based on new knowledge.
59
What is a marketplace?
A platform where sellers come together to offer their products.
60
List examples of B2C marketplaces.
* bol.com
* Amazon
* Zalando
* Decathlon
61
What is a key difference between a marketplace and a webshop?
A marketplace allows multiple sellers to sell products, while a webshop typically sells products from a single seller.
62
Why would a brand sell on marketplaces?
* Access to new markets
* Profit from domain authority
* Higher revenue potential
63
What is the risk of relying solely on one marketplace?
The marketplace can cancel or close your account at any time.
64
What is the Buy Box on a marketplace?
The main area where a product is displayed, often leading to 97% of sales.
65
What is repricing in the context of marketplaces?
An automated system to change prices based on competition to win the Buy Box.
66
Fill in the blank: The average SME in Belgium sells more on _______ or _______ than their own webshop.
bol.com, Amazon
67
What are some operational models for e-commerce?
* Traditional (own warehouse)
* Dropshipping
* Subscription-based models
* Whitelabeling
68
What does customer journey mapping help identify?
Obstacles preventing people from doing business with a company.
69
What is the importance of a clear overview of KPIs in e-commerce?
It ensures problems are quickly exposed and promotes collaboration to address issues.
70
What is the upper funnel in the e-commerce conversion funnel?
Users are just starting their research and collecting general information.
71
What does MVP thinking and iteration involve?
Determining a minimum viable product and focusing on rolling it out rather than waiting for perfection.
72
What is the significance of automation in selling on marketplaces?
Automation saves time and prevents mistakes, especially when selling on multiple marketplaces.
73
What is the role of content in marketplaces?
The first seller controls product title, information, and images, while additional sellers can sell existing products quickly.
74
What is the consequence of no automation in e-commerce?
It can lead to selling more than available stock, resulting in account deletions.
75
What is the 'phygital' concept in digital marketing?
A blend of physical and digital experiences in customer interaction.
76
What is the goal of customer experience design?
To create seamless interactions that enhance user satisfaction.
77
What factors influence a business model in e-commerce?
* Politics
* Macro economic sector evolutions
* Changing customer behavior
78
True or False: Copy-pasting is an effective business model in e-commerce.
False
79
What are the three elements of the brand and proposition triangle?
* Experience
* Capability
* Technology
80
What is the main challenge when replatforming a webshop?
Avoiding overthinking while implementing new technology.
## Footnote
Example: Tom and Co's webshop.
81
What is the goal of making room for innovation?
Keeping the ROI as high as possible.
82
What does 100% digital order intake free up?
Customer service and sales to provide value-added customer relationships.
83
List the efficiency gains from a fully automated production process.
* Self-service
* Less mistakes (input validation, no overtyping)
* Gains in speed
84
What role does technology play in bridging B2B and B2C?
Using scanning technology, like NFC tags, to access measurements.
85
What is an ecommerce platform often part of?
A larger ecosystem.
86
What is the single source of truth for data commonly?
The ERP system combined with other internal systems.
87
What is PIM in the context of ecommerce?
Product Information Management system.
88
What capabilities are needed to run an ecommerce business?
* Content management
* Product management
* Order management
* Stock management
* Customer data management
* Search and navigation
* Personalization
* Multichannel integration
* Analytics and dashboards
* Customer service
89
What is a dark UX pattern?
Manipulative design practices, like false scarcity messages.
90
True or False: Customer service is only about handling complaints.
False.
91
What is the role of AI in customer service?
To enhance efficiency and provide assistance beyond human capabilities.
92
Why is marketing automation hot again?
Due to the rise of data and AI capabilities.
93
What does marketing automation enable?
Automated workflows based on real-time behavior.
94
What is a marketing technology stack?
A structured collection of integrated software tools and technologies for marketing.
95
What is the definition of marketing automation?
Software that handles routine marketing actions without human intervention.
96
What is a key component of a marketing automation platform?
Email marketing.
97
Fill in the blank: A marketing automation strategy requires alignment with your _______.
[data strategy].
98
What should marketers focus on for better targeting?
Leveraging zero to first-party data.
99
What are some trends in AI for marketing?
* AI platforms
* Data privacy concerns
* Algorithm bias
100
What are the 8 steps to great performing content?
* Content audit
* Content strategy
* Content creation
* Content repurposing
* Content review
* Content distribution
* Content performance analysis
* AI-driven content audit
101
What is the importance of prompting in AI?
To provide context and clarity for generating responses.
102
What is a customer case in the automotive industry often used for?
To illustrate non-linear scenarios.
103
How can AI assist in content distribution?
By analyzing performance metrics like traffic and engagement.
104
What is the impact of AI on YUM Brands' marketing?
Higher conversion rates compared to traditional marketing.
105
What is an AI agent?
A tool that automates repetitive marketing tasks.
106
What platforms allow for easier AI automation?
* Make.com
* App automations
107
What is the significance of data privacy in AI?
To prevent algorithmic bias and ensure ethical marketing practices.
