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Module 1 Flashcards

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1
Q

What is digital marketing according to Philip Kotler?

A

A form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, and mobile communications

Interactive technologies also include online forums, newsgroups, and interactive television.

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2
Q

What does e-commerce primarily involve?

A

Selling online or the ability to transact online.

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3
Q

What are the three types of media in the P-O-E-M framework?

A
  • Paid media
  • Owned media
  • Earned media
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4
Q

What is paid media?

A

Media in which there is an investment to pay for visitors/reach/conversions through search, display, or affiliate advertising.

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5
Q

What is owned media?

A

Media owned by the brand, such as the company’s official website, social media pages, and offline materials like brochures.

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6
Q

What is earned media?

A

Publicity generated through recommendations and word of mouth.

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7
Q

Name two key digital marketing activities.

A
  • Search marketing
  • Online advertising
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8
Q

What is a characteristic of digital marketing that allows marketers to personalize communication?

A

Use of algorithms and technology for targeting.

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9
Q

What does the 5S framework in digital marketing stand for?

A
  • Serve
  • Speak
  • Save
  • Sizzle
  • Sell
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10
Q

What does ‘Serve’ mean in the context of the 5S framework?

A

Add value to customers.

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11
Q

Fill in the blank: Digital marketing enables the calculation of _______.

A

ROI

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12
Q

What is a significant benefit of digital marketing regarding customer interaction?

A

Real-time feedback for a campaign.

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13
Q

What is the role of SEO in digital marketing?

A

Used for targeting at the moment of intent.

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14
Q

What does SEM stand for?

A

Search Engine Marketing

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15
Q

What is the purpose of influencer outreach in digital marketing?

A

To increase awareness of the brand.

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16
Q

What is a key advantage of digital marketing for small businesses?

A

Low entry barrier due to minimum costs.

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17
Q

What are two methods of communication used in digital marketing?

A
  • Email
  • Interactive ads
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18
Q

True or False: Digital marketing is restricted to big businesses.

A

False

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19
Q

What is the goal of using leads generated in digital marketing?

A

Promote multi-channel selling.

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20
Q

What does ‘Sizzle’ represent in the 5S framework?

A

Extending the brand online.

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21
Q

What is a method to maximize favorable mentions of brands?

A

Online PR and managing long-term arrangements to promote on third-party sites.

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22
Q

What type of digital advertising generates awareness and drives clicks?

A

Interactive advertising.

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23
Q

What is the purpose of email marketing in digital marketing?

A

To generate awareness and direct response to acquire leads

Email marketing amplifies messages through social sharing and other channels.

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24
Q

What does social monitoring do?

A

Looks at specific brand mentions and sends alerts when mentioned online

It is sometimes referred to as brand monitoring.

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25
What is social listening?
Gives a complete overview of online conversations related to a brand, products, industry, and competitors ## Footnote This provides insights for strategic marketing decisions.
26
What are the steps in the RACE planning framework?
1. Plan 2. Reach 3. Act 4. Convert 5. Engage ## Footnote Each step links business objectives to digital marketing tactics.
27
What is meant by customer touchpoints?
Communications channels where companies interact directly with prospects and customers ## Footnote Includes face-to-face, phone, mail, web services, and email.
28
What is a multichannel marketing strategy?
Defines how different marketing channels should integrate and support each other ## Footnote Based on their relative merits for the customer and the company.
29
What is one key challenge of digital communication?
Complexity due to personalization, testing, and dynamic ad variation ## Footnote Requires specialist expertise to manage campaigns effectively.
30
What characterizes a digital business model?
1. Value created using digital technologies 2. New to the market 3. Digital customer acquisition and distribution 4. USP created digitally ## Footnote Examples include platforms like Amazon and Facebook.
31
What are the benefits of the Internet in business?
1. Reduces transaction costs 2. Increases management efficiency 3. Enhances competition and transparency 4. Improves marketing effectiveness 5. Increases consumer choice ## Footnote These benefits transform how businesses operate.
32
What is an attribution model?
The rule determining how credit for sales and conversions is assigned to touchpoints in conversion paths ## Footnote Effective attribution helps optimize marketing efforts.
33
What does the Last Interaction attribution model do?
Assigns 100% credit to the final touchpoints before a conversion ## Footnote Useful for identifying the last influential interaction.
34
What is the purpose of the First Interaction attribution model?
Gives full credit to the initial interaction or first click a customer makes before conversion ## Footnote Helps identify effective channels for generating awareness.
35
What does the Linear Attribution Model emphasize?
Allocates equal credit to every channel and touchpoint engaged during the purchasing process ## Footnote Promotes fairness in attribution.
36
What is Time Decay Attribution?
Allocates attribution credits incrementally, with greater credit assigned to touchpoints closer to conversion ## Footnote Reflects the influence of touchpoints over time.
37
What is the significance of the bargaining power of buyers in the digital landscape?
Customers have more power due to access to information, low switching costs, and greater industry competitiveness ## Footnote This leads to increased price sensitivity and demand for convenience.
38
What is the impact of digital business models on competition?
Entry and exit barriers are lowering, enabling new entrants without physical assets ## Footnote The platform model connects stakeholders and enhances customer experience.
39
Fill in the blank: Digital services wrapped around a ________ product can range from the industrial Internet to home automation technologies.
physical
40
What are some online revenue models?
1. Subscription access 2. Pay per view 3. Display advertising 4. Cost per click 5. Sponsorships 6. Affiliate revenue 7. Freemium models ## Footnote Examples include Netflix and Google Ads.
41
What is the last non-click attribution model?
It assigns value to the email marketing touchpoint when a customer goes directly to a client’s website. ## Footnote This model evaluates the channel that prompted direct visits to the website.
42
What do multi-touch attribution models consider?
Every touchpoint encountered during a customer’s conversion journey. ## Footnote They provide a comprehensive perspective revealing nuanced patterns and behaviors.
43
How does time decay attribution allocate credit?
In an incremental manner, with closer touchpoints receiving more credit. ## Footnote The initial touchpoint receives the least credit while the final one receives the most.
44
What percentage of credit does the position-based attribution model assign to the first and last touchpoints?
40% each. ## Footnote The remaining 20% is split between other touchpoints.
45
In the last-click attribution model, how is credit assigned?
100% credit goes to the last touchpoint. ## Footnote For example, if a customer visits a website directly before converting, that touchpoint receives all the credit.
46
What is CPM in digital marketing?
Cost per Thousand Impressions. ## Footnote It refers to the cost of one thousand impressions of an ad.
47
What does CPC stand for?
Cost Per Click. ## Footnote This is the cost advertisers pay when someone clicks on their advertisement.
48
What is the purpose of intermediary models?
To act as a platform where buyers and sellers meet without owning the products or services. ## Footnote Examples include Trivago and Google.
49
What are the five stages of information processing according to Hofacker?
* Exposure * Attention * Comprehension and perception * Yielding and acceptance * Retention ## Footnote These stages help marketers assess how well their content communicates value.
50
What is the communication model in digital marketing?
A web-based model involving a sender, opinion leader, and receivers. ## Footnote It emphasizes a complex communication process rather than a linear one.
51
What are some methods companies use to search for the right intermediaries?
* Specific customer segments * Famous search engines * Media sites * Price comparison sites (aggregators) * Affiliates * Online retailers ## Footnote These methods help identify suitable platforms for marketing.
52
What does the AIDA model stand for?
Attention, Interest, Desire, Action. ## Footnote It is still relevant in website design and traffic building.
53
What factors contribute to online customer loyalty?
* Quality product * Quality service standards * Quality website experience ## Footnote Traditional loyalty programs such as rewards and referrals can also be effective.
54
What does the ladder of engagement represent?
The levels of interest from personal references at the top to online activities at the bottom. ## Footnote This concept helps measure supporter engagement.
55
What stages are involved in the online buying cycle?
* Problem recognition * Information search * Evaluation of alternatives * Purchase decision * Post-purchase evaluation ## Footnote Each stage is crucial in understanding customer behavior.
56
What are touchpoints in the customer journey?
Points where customers interact with a brand. ## Footnote Mapping these helps monitor the customer journey and improves user experience.
57
What is an attribution model?
A set of rules that determines how credit for sales and conversions is assigned to touchpoints. ## Footnote Different models exist, such as last-click and first-click.
58
What does the data-driven attribution model do?
Distributes credit based on past data for conversion actions. ## Footnote It calculates the actual contribution of each interaction across the conversion path.
59
What types of online consumers are identified?
* Know exactly what they want * Have a good idea but need prompting * Have no specific mind but can be prompted * Landed by mistake with zero motivation ## Footnote Understanding these types assists in targeting marketing efforts.
60
What is online value proposition (OVP)?
The addition of online value that differentiates a web offer from competitors. ## Footnote It includes factors like reviews, customer service, and tailored responses.
61
What does a buyer persona represent?
A fictional profile that represents a segment of the target audience. ## Footnote It includes demographics, attitudes, interests, and behaviors.

Digital Marketing (2 decks)

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