Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

Digital Marketing > Quiz 1 > Flashcards

Quiz 1 Flashcards

(77 cards)

Start Studying
1
Q

Marketing is:

A

activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Digital Marketing is:

A

Marketing through applying digital technologies (eCommerce, influencer, mobile, interactive, affiliate, and social media marketing)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

SEO

A

Search engine optimization. Orienting a website to rank higher in search results

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

SEM

A

Search engine marketing. Paid ads in search engines.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Present Digital Marketing Trends

A

Digital reality, blockchains, cognitive technologies

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Future Digital Marketing Trends

A

Business of technology, core modernization, cyber risk

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Four Faces of Digital Marketing

A
  1. support the product offering and its uses by providing information about its benefits
  2. augmenting or enabling the offering by extending its value proposition
  3. amplify other brand-building platforms
  4. Create digitally driven or enabled brand-building platforms
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

A/B testing

A

Testing different campaign variations to determine which performs better

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Above the Fold

A

Part of the webpage shown before the user scrolls

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Anchor Text

A

Mask hyperlinks by embedding them in text

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

SERP

A

Search engine result page

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Organic Search

A

Unpaid listings that appear on a search engine results page

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Retargeting

A

Directly advertising to users who have shown interest in a product but have not been converted

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Landing Page

A

Page users are brought to by ad links

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

AMP

A

Accelerated mobile pages

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Inbound Marketing

A

A method that attracts customers by creating valuable content tailored to them

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Meta Tags

A

An HTML tag that describes the content on a webpage

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Domain Name vs. URL

A

Domain: www.madison.com URL: is the entire link

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

IP

A

Internet protocol. IP addresses are linked to one device

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Static vs. Dynamic Websites

A

static websites do not change while dynamic sites can change from user to user

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Transport Layer Security

A

Protocols used to facilitate privacy ad security for communication over the internet

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Consumer Decision-Making Process

A

Need recognition, information search, alternative evaluation, purchase decision, post-purchase behaviour

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

3-Step Mental Model

A

stimulus, first moment of truth (shelf), second moment of truth (experience)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

ZMOT

A

Zero moment of truth

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Traditional Marketing Sales Funnel
Attention, Interest, Desire, Action
26
Digital Marketing Sales Funnel
Exposure, Discovery, Consideration, Conversion, Customer relationship, retention
27
Consumer Funnel
Awareness, familiarity, consideration, purchase, loyalty
28
Direct Traffic
URL is directly typed into browser
29
Referral Traffic
User clicks on a link to the site from another site
30
Search Traffic
User clicks on a link to the site from search engine results
31
Conversion
% of users who perform task you wish visitors to perform
32
Web Development Framework
set of resources and tools for software developers to build and manage web applications, web services and sites.
33
The WDF includes:
templating capabilities for presenting info within a browser, programming environment for scripting the flow of info, and the application programming interfaces for accessing underlying data resources
34
Principles of Web Design
design for usability, conversion-centred design, three questions design for above the fold, segments, and mobile first
35
Design for Usability
Make sure links are clearly clickable, follow website conventions, break into clearly defined areas, elim distractions, format to support scanning
36
Conversion-centred Design
Attention ratio should be 1:1, context, clarity, congruence, credibility, closing, continuance
37
Three-questions Design
How clearly your webpage answers: what are you offering, why should I pick you, what do you want me to do next?
38
Segmentation Dimensions
search vs. category navigation, browse vs. directed shopping, product category, new vs returning customer, online vs in-store etc.
39
Mobile-First
Optimal layout and presentation across device types
40
Types of Landing Pages
single-product, multi-product, lead generation, subscription, long copy, single purpose
41
Digital Analytics
tools used to analyze and report on marketing data collected through the digital channels on which your brand holds a presence
42
Competitive Landscape Analytics
tracking how competitors attract, convert, and retain customers
43
Customer Behaviour Analytics
determining the what, where, when, how, and for how long about customer's online behaviour
44
Performance Analytics
how well your brand is performing in critical locations like Instagram, Google etc. Also, KPI's like sales, revenues, average order value etc.
45
Predictive Analytics
anticipates your customer's next move to stay ahead
46
Basic Metrics
Pageview, session, user, time on page, entry/exit
47
Calculated Metrics
Av. Page depth, Av. session duration, bounce rate, entry/exit rate, unique pageviews
48
Manual Metrics
specified by a user or their goals
49
Retail KPIs
sessions, conversion rate, av. order value, revenue per session
50
Lead Generation KPIs
users, conversion rate, close rate, closed deal value, revenue per session
51
Media KPIs
sessions, av. page depth, av. session duration, conversions
52
Demand Generation
efforts to make consumers want to purchase your product
53
Demand Harvesting
facilitating purchases from consumers who already want your product (ex. paid search ads)
54
Conversion Rate
conversions / total visitors
55
Ecommerce Sales Funnel
visits store, views product, starts checkout, offer upsells, complete purchase
56
Attribution Model
rule or set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths (review chapter 3 for types)
57
Search Marketing
process of gaining traffic and visibility from search engines through paid and unpaid/organic efforts
58
SE Spiders/Web crawlers
follow links on the web to request pages that are either not yet indexed or have been updated since they were last indexed
59
Index/Database
catalog of crawled pages
60
Off-site SEO
creation and dissemination of content on a website to build quality backlinks (link on another website to yours)
61
On-site SEO
formatting of content on the website to maximize its chances of ranking for all desired searches
62
HTML
hypertext markup language
63
Content Marketing
marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience
64
Digital Content Marketing
the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers
65
Local Searches
snack local pack: restaurants and entertainment ABC local pack: gas station and branded items Sponsored local pack: service providers
66
Types of Search
informational, transactional, navigational
67
Value Proposition
ultimate overarching offering that you give customers that adds value to them or their lives
68
Writing Effective Copy (effective ad)
keywords for relevance, unique value proposition, call to action
69
Bounce
% of site visits that are single-page sessions
70
Canonical
way of telling search engines that a URL represents the master copy of a page
71
CTR
click-through rate (# of clicks)
72
Display Advertising
combines text, images, and URL links
73
Gated Content
media placed behind a lead capture form. User must provide more info to access media
74
Native Advertising
paid media designed to match the content of a media source
75
Personas
fictional characters created to target a specific audience (ex. Mr peanut)
76
PPM
pay per impressions- pay per certain amount of impressions
77
UX
User experience- how the user interacts with the website

Digital Marketing (2 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions