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MKT1002 > Lectures 15 and 16 Digital Marketing > Flashcards

Lectures 15 and 16 Digital Marketing Flashcards

(76 cards)

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1
Q

What did newspaper and magazine adverts turn into?

A

Online adverts, social media, PPC

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2
Q

Why did newspaper and magazine averts change?

A

Newspaper and magazine sales have declined and it’s easier to target people online

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3
Q

What did door-to-door sales people change to?

A

Email

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4
Q

Why did door-to-door sales people digitalise to email?

A

Door-to-door is expensive and we can now personalise offers to existing customers via email

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5
Q

What did company brochures change to?

A

Websites

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6
Q

Why did company brochures change to websites?

A

Printing brochures is expensive, so is creating websites, but they are agile and easier to change as needed.

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7
Q

Why has traditional PR gone online?

A

With the decline in newspaper and magazine sales, the number of staff has declined too so online PR makes the process easier

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8
Q

How have directories like the yellow pages changed?

A

It is now search engine marketing

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9
Q

Why has search engine marketing become popular?

A

The default it to search online and voice search is growing, so directories have become smaller and are rarely used.

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10
Q

What have community groups changed into?

A

Social networks

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11
Q

Why have community groups changed into social networks?

A

We live in a more mobile world where people move from home to towns to find work, so traditional community groups have declined but social media networks have increased.

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12
Q

When were the Baby Boomers born?

A

Mid-1946 to mid-1964

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13
Q

When was Generation X born?

A

Mid 1960s to late 1970s/early 1980s

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14
Q

When were the Digital Immigrants born?

A

Before 1980

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15
Q

When were the Digital Natives born?

A

After 1980

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16
Q

When were the Net Generation born?

A

Between 1982 and 1991

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17
Q

When were the Google Generation born?

A

After 1993

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18
Q

When were the Millennials born?

A

In or after 1982

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19
Q

When was Generation Y born?

A

Between 1981 and 1999

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20
Q

When was Generation C born?

A

After 1990

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21
Q

What did digital disruption start with?

A

The introduction of the internet and what were known as “brochureware sites”

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22
Q

When did Amazon disrupt the traditional book-selling market?

A

1995

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23
Q

When did Netflix disrupt the video hire market?

A

1997

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24
Q

When did Airbnb disrupt the accommodation sector?

A

2008

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25
When did Uber disrupt taxi services?
2009
26
What does digital marketing do?
It achieves marketing objectives through applying digital technologies in conjunction with traditional marketing communications
27
What do digital technologies include?
Desktops, mobile internet devices, social media platforms...
28
What is digital marketing not?
It is not the same as online marketing
29
What is online marketing?
One way of doing digital marketing
30
What are the benefits of digital marketing for buyers?
Convenient, easy and private Access to unlimited information, good and services Interaction is easy Can configure our won products to get bespoke offerings Sense of brand engagement and community
31
What are the benefits of digital marketing for sellers?
Low cost, fast Can effectively target customers and hyperpersonalise products and services Greater flexibility to change things in real time
32
What is in the digital marketing tool kit?
``` Email Websites Online PR Search Engine Marketing Blogs Social networks Social media advertising ```
33
Why do businesses use email marketing?
It is accessible Preferred by customers Personalised Highest return on investment, £38 for every £1 invested
34
How does email fit into a marketing strategy?
``` Customer acquisition Customer engagement Customer retention Brand awareness Customer intelligence ```
35
How do brands measure success for email?
``` New customers Returning customers Open rate Revenue Traffic ```
36
What are the advantages of email marketing?
``` Low cost Easy to segment Easy to create Easy to measure and track Global Intermediate High ROI ```
37
What needs to be tested before sending emails?
``` Subject line From name Layout and images Call to action Day of the week Time of the day Personalisation Use of brand names Landing pages ```
38
What is risky about emails?
80% of people will delete an email if it doesn't look good on mobile as 51% of emails are opened on mobile
39
What does behavioural targeting look at?
Basket abandon Browsed products Product feeds
40
How many websites are there?
1.5 billion
41
How many websites are active?
Less than 200million
42
What do organisations have full control over?
Websites
43
What can websites share?
Aims of the organisation (about us) Who works there (our team) What they do (our work) Who they work for (our customers)
44
What can shopping websites do to enhance buying?
Multiple product images Videos showing different product views Verified reviews Options for customers to get in touch
45
What are the 4 key factors for making a successful website?
A clear purpose and aim (acquisition, convention and retention) An understanding of their target audience Regular updates Website usability
46
What is the concept of citizen journalists?
Ordinary people can contribute to the process of news production and distribution as citizen journalists by promptly posting and spreading what they know
47
What is a hash tag that citizen journalists can use?
#HelpAJournalist on Twitter positively encourages people to contact reporters about their stories
48
What is fake news?
Propaganda or misinformation
49
How old is fake news?
It is not something new
50
Who has been associated with fake news?
Trump
51
Why is fake news bad?
It discredits people and policies | It is shared quickly and people believe it
52
What search engine is often used for desktops?
80% of desktop searches use Google
53
What does SERPS stand for?
Search Engine Results Pages
54
How do search engines decide which websites to rank higher?
Based on an algorithm
55
What type of content does Google reward?
Content that is up to date, relevant and closely matches the search
56
What are the two elements to Search Engine Marketing?
SEO and SEM
57
What is SEO?
Search Engine Optimisation
58
What is SEM?
Search Engine Marketing
59
What does SEO do?
It is a strategy to remain high up on the results page in organic search results
60
What does SEM do?
This ranks websites highly through paid advertising to increase visibility
61
Define SEO
"SEO is the practice of increasing the quantity and quality of traffic to your website through organic search results"
62
What is an organic search based on?
This is based on unpaid, natural rankings determined by search engine algorithms, and can be optimised with various SEO practices
63
What are the 3 elements of the SEO strategy?
Content Outreach and digital PR Technical SEO
64
Why is content important for SEO?
It is important to have strong onsite content in order for Google to understand what your site is about
65
Why is outreach and digital PR important for SEO?
Having content placed on other sites with a backlink provides a vote for your site in Google's eyes
66
Why is technical SEO important?
Google needs to be able to access your website and rank it. There are some technical elements that make this hard.
67
What is SEM otherwise known as?
PPC, Paid Search
68
What does PPC stand for?
Page-Per-Click
69
What does Paid Search do for websites?
It allows businesses to pay for their website to be displayed on the search engine results page when someone types specific key words or phrases
70
What used to be an issue with blogs that isn't anymore?
They used to be hard and expensive to run
71
Why are blogs no longer hard and expensive to run?
Because as CMS evolved, free blogging sites became more common
72
What is CMS?
Content Management Systems
73
What are three advantages of blogs?
They are free to set up (sometimes) and content can be created immediately Can be shared repeatedly
74
What are some disadvantages of blogs?
It can take time to develop content, licensing fees and or images and time to promote the blog when published
75
Where do most organisations have their blog?
Within rather that outside their website
76
What are blog feeds good for?
Algorithms

MKT1002 (17 decks)

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