Digital Marketing Ch 1-10 Flashcards
Study for midterm (43 cards)
1
Q
What the internet is and how it has changed marketing
A
the internet makes it possible for a business to pivot, or to change direction, far more quickly. This agility allows for a business to meet actual needs and current trends, rather than perceived needs and desires. The internet’s rise has led to an increasingly connected communications environment.
2
Q
How to define and distinguish marketing and digital marketing
A
- Marketing is the creation and satisfaction of demand for your product, service, or idea.
- Digital marketing offers a unique opportunity to tailor marketing campaigns to target specific customers.
- There is, in fact, no difference between ‘traditional’ marketing and digital marketing. They are one and the same, apart from digital being specific to a medium.
3
Q
How to think about digital audiences
A
- the audience can be segmented very precisely, even down to factors like current location and recent brand interactions, which means that messages can (and must) be personalized and tailored for them.
4
Q
About the importance of data-driven decision-making.
A
- A benefit of digital marketing is that you do not have to theorise, guess, or rely on ‘gut feel’ in pursuit of customers who want and will pay for your product or service. The internet provides real-time data, which you can use to improve your business and marketing decisions.
5
Q
Conceptual tools for understanding your customer
A
Tool 1. Develop web personas
Tool 2. Demographics and Psychographics
Tool 3. Intrinsic and extrinsic motivators
Tool 4. Understanding your customer
6
Q
How digital has affected customer behavior
A
- The pervasiveness of digital has changed the way that customers make purchasing decisions. For one thing, information is constantly at their fingertips and available to them.
- Customers are now bombarded with targeted ads, banner ads, and more, whenever they open their browsers or inboxes.
- There are three main concepts that you should understand when considering customer behaviour: 1. The impact of digital, or digital disruption 2. Global citizenship and the idea of global ‘tribe’ 3. The attention economy.
7
Q
About customer data
A
- Marketers now have more power, too. By analysing customer data, they can improve customers’ experiences and increase engagement rates and conversions.
8
Q
The 5 steps to data colllection
A
- Establish the goal: Decide what data you are collecting and why you are doing it.
- Impose a timeframe: Data collection should have a set timeframe.
- Pick a data collection method: Choose how you will collect data based on your goals and set timeframe.
- Collect the data: You can do this via surveys, online tracking, transactional data tracking, online marketing analysis, and collecting subscription data.
- Analyze and learn from the data collected: This is the most crucial part of this exercise. There is no use collecting data if you are not going to use it.
9
Q
The marketing research process
A
- Define the research problem/opportunity
- Design the research
- Select a sample
- Collect and analyze data
- Write or update the report
10
Q
key concepts in conducting market research
A
- Market research helps you make informed business decisions. It involves systematically gathering, recording, and analysing data about customers, competitors, and the market, and turning this data into insight that can drive marketing strategies, product design and positioning, and communications strategies.
- There are four key concepts to consider before conducting your own research. 1. Research methodology 2. Qualitative and quantitative data 3. Primary and secondary research 4. Sampling
11
Q
About several methods for conducting online research, including surveys, online focus groups, and data sentiment analysis
A
- Surveys: Ideal for collecting large amounts of quantitative data and some qualitative data. They are quick and easy to set up and can run automatically.
- Online focus groups: Ideal for engaging consumers and collecting qualitative data, such as opinions, ideas, and feelings about the brand. They require a larger time investment and a willing group of participants.
- Online monitoring: Ideal for collecting qualitative data on brand sentiment, and can also provide some quantitative data around volume of interest in the brand. This data can be collected passively, and there are several tools that can automate this process.
12
Q
How to describe the design thinking process
A
- The five stages of design thinking are: empathise, define, ideate, prototype, test.
- Design thinking is a process that can be used by marketers to understand their users. By applying design thinking, they understand, define, and redefine assumptions and problems and create solutions for the market.
13
Q
How to explain why design thinking is important
A
- Design thinking keeps the marketers close to the users and results in products and services that actually meet people’s needs — not just what companies think people need.
14
Q
How to define the business strategy and distinguish the marketing strategy
A
- The purpose of a marketing strategy is to reach the brand’s target market and turn people into buyers of the business’ product/s and/or service/s. It uses the business and brand strategy to determine its objectives and then packages the value proposition and offering to the market.
- The goal of any business is to make money. To do so successfully, business strategy needs to ask a few important questions, such as “What is the business challenge that we are facing that prevents us from making more revenue?” and “What business objective/s should we strive for to increase the money in the bank?”
15
Q
About the integral role of digital technology in business today
A
- Digital quickly became integral to every area of business to continue running – at least, for those businesses that could still operate. As a result, it has become vital for companies to adopt a holistic approach to planning their business and marketing strategies in a way that integrates digital technology as a standard business practice, rather than just an add-on.
- The role that digital can play in your business strategy may include:
- To offer a better understanding of how people are living their lives (B2C)/how businesses are operating in the contemporary world (B2B)
- To offer an idea of various opportunities, what is feasible for your business, and your value proposition.
16
Q
How the shift in customer behaviour affects strategy
A
- The more data you collect, the more relevant you can make your customer experience. Relevance leads to a better customer experience, which leads to more opportunities to collect data. A customer-focused, data-driven organisation needs to embrace this cycle, which enables both incremental and disruptive innovation.
17
Q
About the key building block concepts that are essential to any strategy
A
- Porters five forces: Porter’s Five Forces analysis is a business tool that helps determine the competitive intensity and attractiveness of a market.
- The four P’s: Product, Price, Placement, Promotion
- SWOT Analysis: A SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is an ideal way to understand your business and your market.
18
Q
About the questions that need to be asked when developing a digital marketing strategy
A
- When setting your digital marketing goals, there are four key aspects to consider: objectives, goals, tactics, key performance indicators (KPIs), and targets.
- “Why are we doing any of this?
- What goal, purpose or outcome are we looking for?”
- What are you trying to achieve?
- How will you know if you are successful?
19
Q
How to think about web projects with a UX mindset
A
- When thinking about web projects, we must go back to the core principles of UX. Which means to incorporate a user-centric design (building your web page of what the user wants rather than the owner), usability and conventions (making digital assets easy and intuitive to use), simplicity (not bombarding users with information and simply explaining what it is and how it works), credibility (how trustworthy is the platform).
20
Q
About the nuts and bolts of implementing UX strategy
A
- There are six qualities that make up good UX:
1. Findability: Can I find it easily? Does it appear high up in the search results? How long does it take me to find something on the site? Does the three-click rule work on this site?
2. Accessibility: Can I use it when I need it? Does it work on my mobile phone or on a slow internet connection? Can I use it as a disabled person?
3. Desirability: Do I want to use it? Is it a pleasant experience, or do I dread logging in?
4. Usability: Is it easy to use? Are the tools I need intuitive, and easy to find?
5. Credibility: Do I trust it? Is this website legitimate?
6. Usefulness: Does it add value to me? Will I get something out of the time I spend interacting with it?
21
Q
About the nuts and bolts of implementing UX strategy step-by-step
A
Step one: conducting detailed research on the business, the users, and the technology involved.
Step two: create basic site structure, Information architecture (IA) is about managing information, taking a lot of raw data, and applying tools and techniques to it to make it manageable and usable. Categories and pages should flow from broad to narrow. An intuitively designed structure will guide the user to the site’s goals.
Step three: analyze content, If you’re working on a website that already exists, it will be populated with a wide variety of content. In this case, you need to perform a content audit, which is an examination and evaluation of the existing material.
Step four: principles of creating content, There are three key points you should consider here:
1. Structure, content needs to be written so that users can find the information they need as quickly as possible.
2. Hierarchy, The important information should be at the top of the page to make for easy visual scanning.
3. Relevance, Above all, the content on the page must be relevant to the user and the purpose of the page itself.
22
Q
About a variety of awesome UX tools.
A
- Balsamiq
- Axure
- Gliffy
- InVision
23
Q
How the web development process works, from planning through to design and launch
A
- Web design is the process of creating all the visual aspects of the interface. This covers the layout, colour scheme, images, logos, type, design elements (such as buttons and links), and anything else that you can see.
- Web development is the process of taking finished web designs and transforming them into fully functioning, interactive websites.
24
Q
The Web Development Process
A
Step 1: Discovery and planning. Planning a website starts with research focusing on your market, your users, your competitors, and your business.
- Step 2: Design: Design usually happens before development. According to the steps explained earlier in this chapter, the designer will transform the wireframes and basic planning materials into beautifully designed layouts.
- Step 3: Development. The development phase usually kicks in once the design is finished. Developers will sometimes start their involvement as early as the wireframe stage by creating low-fidelity prototypes to support the user-testing process.
- Step 4: Testing and launch. Once you have planned an amazing site, designed it beautifully, built it skillfully, and filled it with fantastic copy, it’s time to test it and then take it live!
25
About development and design best practices and the principles of designing for persuasion
- The visual designer plays a key role in defining good interface design, which involves many things closely linked to UX. Here are a few basic considerations:
* Navigation: The signage of the site, indicating to users where they are and where they can go.
* Layout: How content is structured and displayed.
* Headers: The element with a fixed position at the top of every page; this usually includes all primary navigation items that need to be presented on every page, such as main menu, login and search.
* Footers: The usually consistent bottom part of the page.
* Credibility: The professionalism implied by a well-designed site that tells users that you are who you say you are.
26
How to evaluate the need for either a static or CMS website.
- A CMS should be selected with the goals and functions of the website in mind. A CMS needs to be able to scale along with the website and business that it supports, and not the other way around. Many content management systems have become famous for certain needs. Examples include:
* WordPress: An open-source publishing platform popular with bloggers, and a content management system, known for its simplicity and modifiability. Websites may host their own blogging communities, controlling and moderating content from a single dashboard.
* Drupal: Suitable for more complex community and multichannel publishing
. * Magento: An ecommerce website platform owned by Adobe that specialises in ecommerce websites.
27
SEO facts to keep note of
- SEO is a fairly technical practice but it can easily be broken down into five main areas:
1. A search engine-friendly website structure
2. A well-researched list of keywords
3. Content optimised to target those keywords
4. Link popularity
5. User insights.
28
How search engines work and how they deliver results
- Search engines need to help users find what they’re looking for. To do this, they list the best or most relevant results first. Search engines typically rank results based on signals such as popularity, authority, relevance, trust, and importance.
29
How to plan, research, and implement an effective keyword strategy across text and other content
- There are four things to consider when choosing a keyword:
1. Search volume: How many searchers are using that phrase to find what they want? For example, there is an estimated monthly search volume of over 338 million for the keyword ‘hotel’, but an estimated 6 600 searches per month for ‘Cape Town Waterfront hotel’.
2. Competition: How many other websites out there are targeting that same phrase? For example, Google finds over 2 900 000 000 results for ‘hotel’, but only 640 000 for ‘Cape Town Waterfront Hotel’
3. Propensity to convert: What is the likelihood that the searcher using that keyword is going to convert on your site? A conversion is a desired action taken by the visitor to your website. Related to propensity to convert is the relevance of the selected term to what you are offering. If you are selling rooms at a hotel at the V&A Waterfront, which of the two terms – ‘hotel’ or ‘Cape Town Waterfront hotel’ – do you think will lead to a higher rate of conversions?
4. Value per lead: What is the average value per prospect attracted by the keyword? Depending on the nature of your website, the average value per lead varies.
30
About techniques for link building, an essential aspect of SEO
Techniques for Link Building:
- Create excellent, valuable content that others want to read.
- Create tools and documents that others want to use.
- Create games
- Capitalise on software and widgets.
31
How specialised search, such as mobile, social, and local search can affect your rankings and how to optimise for these
- There are four social factors to consider for social and search:
1. Use social media properties to dominate brand SERPs.
2. Social links as signals of relevance.
3. Personalised results influenced by your online social network
4. Optimisation for social search engines
32
Mobile searches vs desktop searches
- Mobile searches tend to be different to desktop searches. They are more navigational in nature, as users tend to know where they want to end up, and users are often looking for concise, actionable answers.
32
Local search
- Local search refers to search behaviour and results where location matters. Either results returned are local in nature, or results returned can be map based.
33
About Core Web Vitals
- Core Web Vitals are essential to getting it right. But what are they? These are among the foremost important signs of a webpage that Google can measure in terms of the user experience. If any are failing, Google will penalise you.
- You can generally group them into three easy-to-understand categories:
1. Website loading performance: How long does it take for the website to start loading? Do elements load at different intervals?
2. Interactivity of the website: How long does someone have to wait before they can interact with it fully?
3. Visual stability of a website: How stable is the website when you are reading/interacting with an article? Does the text drop halfway down the screen because something has just loaded?
34
What SEO for apps is all about.
- App store optimisation provides a similar function for apps as SEO does for websites and follows some of the same principles. Consider:
* Is your app relevant for a particular search query?
* Is it a user-friendly app that doesn’t crash often?
* Does it have great reviews?
35
About the various types of ecommerce.
- Electronic commerce, or ecommerce, is defined as the buying and selling of products and services, including funds and data, electronically. eCommerce can be divided into four main types, namely, business to consumer, business to business, consumer to consumer, and consumer to business.
36
About ecommerce on specific channels like mobile and social
- With mobile becoming the channel of choice for accessing the web and with Facebook, along with other social media platforms, continuing to dominate the time users spend online, businesses need to ensure that they operate in these spaces if they want to continue to appeal to and retain their users.
37
M-commerce
- Mobile commerce (m-commerce) is the use of wireless handheld devices such as cellular/ mobile phones to conduct commercial transactions online.
38
- The benefits of M-commerce are
Access, cost, convenience, mobile payments, rich content
39
Social commerce
- Social commerce is a subset of ecommerce that involves social media (or other online media that supports social interaction) and user contributions, to assist users with the online buying and selling of products and services
40
- Benefits of S-commerce
Audience growth, higher search engine ranking, authentic engagement and trafficking, Two-way communication, customer loyalty, analytics
41
About ecommerce across multiple channels
- When your business operates across multiple sales and media channels, you are considered to be engaging in multi-channel commerce. For instance, you might sell your products on your website, a mobile app, via a call centre, in stores, on Amazon and on eBay, all while communicating with customers via many types of devices and social media channels. You utilise a variety of multiple sales and marketing channels to sell your products to different types of users and, therefore, you’re a multi-channel vendor.
42
Omnichannel
- An omnichannel commerce strategy can be defined as a retailing strategy that delivers a seamless customer experience through all available shopping channels.
