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Internet Marketing
Mkt 380/ Internet MKT
| Question | Answer |
|---|---|
| Impression | an and delivered to an internet page |
| A page view | a requested page of content delivered to a user |
| Unique user | first time someone visits a site during a 30 day reporting period |
| Visit | the number of times a unique user comes back to a site |
| CPM | cost per thousand |
| CTR | Click through rate |
| above the fold | where a banner or content is displayed without having to scroll |
| customer acquisition techniques | email promotions, online advertising, search engine marketing, portal deals, affiliate programs, viral mkt'g, offline advertising and promotions , events and public relations |
| six categories of e-communication tools | search marketing, online pr, online partnership, interactive ads, opt-in-email, viral marketing |
| IAB | Interactive Advertising Bureau, governing body of all internet advertising, sets ad size guidelines |
| online media kit | consits of types of ads accpeted, pages on which various types can be placed, programming specifications for the ads |
| Rich Media Advertising | uses motion, sound, and/or interactivity to engage its audience |
| Search Advertising | a method of placing online advertisements on Web pages that show results from search engine queries |
| direct response | technique that urges the audience to respond in a particular manner, usually to buy a product, and provides that audience with the means to do so |
| Contextual Marketing | marketing that occurs when a person is more likely to be interested in a product or service. |
| Behavioral Markeitng/Targeting | uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual |
| Lifetime Value | Meausre of what a customer is worth to the company. |
| Tim Berners-Lee | Invented HTTP and HTML the backbone of the internet |
| 1973 | Arpanet became international |
| Internet | Started with the space race , was used by the dept of defense , |
| two break throughs in computer science | time sharing , linking of computers at different locations |
| Arpanet | A system of telephone circuits and switching nodes, could handle lots of traffic but a few users, used more as a digital post office |
| Tcp/P | transmission control protocol, the standard language for internet computing |
| Internet Drivers | Information, distance, speed, people, growth, marketers, demand, cost, consumers information economy |
| Assets in internet business | People |
| website development process 7 steps | establish site objectives, identify and describe target market, design site content and navigation structure, conduct usability tests, deploy and tune site, measure and evaluate site efectivness, refine and improve site |
| Website Wireframe | blue prints that define a Web page's content and functionality. They do not convey design - e.g. colors, graphics, or fonts. |
| PHP | Hypertext Preprocessor,a widely-used open source general-purpose scripting language that is especially suited for web development and can be embedded into HTML. |
| Mysql | a relational database management system that runs as a server providing multi-user access to a number of databases. |
| four criteria for site evaluation | value of the content, effectivness of navigational structure, presentation of the site, (trust (#1)) |
| Business Model | a conceptual description , method of doing business by which a company can sustain itself -that is generate revenue |
| Business Plan | a detaliled document that is prpared for strategic guidance to aid in the acquisition of reources either internal or external |
| Differene between Business Plan and Model | business models are meant to be flexabile, meant to change. |
| Aggregator Business Model | Organize and Choreograph the distributution of goods, services, and information based on, selection, organozation, Price,Convenience, Matching, fullfillment(amazon) |
| Applications Services Provider Business Model | ASP, a business that provides computer-based services to customers over a network.(internet Access) |
| Content Provider Business Model | usually free content ( news, sports, weather) , advertising provides the primary revenue stream , multiple revenue sources are essential |
| Fund Raiser Business Model | Raising money for a nonprofit organization or a cause, Disaters, Politics, etc. |
| Infomediary Business model | a firm tha acts as a filter between companies and consumers, between those who want info and those who supply it |
| Market place Business Model | A place where buyers and sellers can trade goods ( Ebay) |
| Multichannel /Bricks and Clicks | Physical retail store and an e-commerce internet site, not always a smooth transition ( wal-mart, sears, target) |
| Machine to Machine | Coin-less transactions, phone transactions, traffic controls, vending machines etc. |
| Open Scource | Projects are carried out by a group of volunteers, wikipedia, linux, firefox, |
| peer to peer | composed of participants that make a portion of their resources directly available to other network participants, without the need for central coordination instances Peers are both suppliers and consumers of resources, |
| Portals | Site that serves as an entrance ramp onto the internet through a search engine, Yahoo, google |
| Affiliate Marketing | an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's marketing efforts. It is the highest ROI channel vs other forms of online marketing, |
| Quantcast | free measurement services to quantify the size and characteristics of those engaged with a businesses digital media. |
| Three main areas of C.L.V. | Base Spending Amount , growth of spending as the customer persists with the marketer, revenue generated by customer refferals |
| Customer Breakeven time | 1year |
| Intangible benefits that affect value | Brand Value, Purchase Experience |
| Tangible Benefits that affect value | Product quality, Service quality, product range and customisation , fullfillment |
| What is value | Showing cunsumers you are getting better |
| Moore's Law | a long-term trend in the history of computing hardware, in which the number of transistors that can be placed inexpensively on an integrated circuit has doubled approximately every two years |
| High Product Involvement | High capital value good that is purchased only after long and careful consideration, such as a car, truck, crane. |
| Low Product Involvement | products which are bought frequently and with a minimum of thought and effort because they are not of vital concern nor have any great impact on the consumer's lifestyle. |
| Designing the Navigational Structure | How easy is it to find info that one is looking for, design flow chart and mock page, ensure all key info appears on every page , simple and intuitive, breadcrumbs |
| Creating A strong brand on the internet | Awarness, Familiarity, Positive Brand image, Transaction ( begining of relationship) |
| Customer Cycle | Acquisition, Conversion, Retention |
| To build a brand online | personalize , purchase process streamlining tools, self service tools, customization tools, dynamic procong tools, creating community, evoke emotion |
| Search Versus Purchase | Complex relationship, no directlinear relationship, search played a role in half of the online purchases, majority of prepurchse searches weree conducted using key words not brand names, the closer to the prchase,more likely customer is to use brand name |
Created by:
cyncyn1004
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