Exam 2 Flashcards
(31 cards)
Definition of remarketing
The practice of displaying ads to web users who have
previously visited a website
Definition of cost-per-mille bidding
Cost per 1,000 impressions
Definition of cost-per-acquisition
Advertisers pay only when the ad results in a conversion
Definition of display ad
online graphic advertising through banners, text, images, video, and audio
Creating an email list
Creating an email marketing campaign:
1. Building list
2. Creating good content
3. Maintaining list
How often should a company send emails? And at what time of the day?
– As often as it can create valuable content
– Whenever customer response will be highest
Types of triggered emails
-Abandoned Cart
-In-store Purchase
-Past Purchase
Email segmentation methods
- Past purchases
- Past email response
- Customer preferences
- Demographics
- Location
- Device
Metrics that can be used to measure the success of an email campaign and definition of
each metric
- Open Rate
- Click-through Rate
- Conversion Rate
- Order Value
- List Churn
Methods that can be used to avoid spam filters
Cleaning the email list
Opt-out vs. opt-in vs. confirmed opt-in vs. double opt-in
Objectives of social media marketing plans
- Defining the objective
- Choosing the platform(s)
- Planning the content
- Distributing and promoting the content
- Measuring success
Virality and elements taken into account in the virality formula
number of users gained/initial users
Definition of social listening
Social sentiment- tracking of social media conversations related to
the company/brand
what makes partnerships successful?
– The influencer’s following includes potential customers for
the brand
– The influencer’s liking for the brand is believable
What is the role
of the federal trade commission?
protecting the public from deceptive or unfair business practices and from unfair methods of competition through law enforcement, advocacy, research, and education
Definition of Online Reputation Management
promoting a positive brand
image online by increasing the visibility of positive information and managing negative information.
What is “Google Alerts”?
Social Media Monitoring Tool
Guidelines for Responding to Online Criticism
- avoid being defensive
- avoid downplaying or making negative comments
- take responsibility + solve problem
- Take matters offline
The three T’s of ORM Emergency Response
Timelessness
Transparency
Training
Constraints of mobile marketing
● Less information
● Slow typing
● Fat-finger clicking
● Slower processor
● Slower internet connection
● Shorter sessions
Advantages of mobile marketing
- Geo-fencing
- Location information can be used to:
○ Learn more about customer habits
○ Social context
What is a digital strategy?
Definition loyalty building
Retaining old customers
