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E-Marketing
Final Review MK2
| Question | Answer |
|---|---|
| URL | Uniform Resource Locator |
| Domain Name | the name of a website |
| Internet Protocol Address (IP Address) | a standardized set of procedures for locating computers connected to the internet and for transferring info from 1 computer to another |
| Server | a computer connected to the internet that fulfills info request to the website |
| Browser | software that displays websites like Chrome, Firefox, Safari, Edge, Opera, etc. |
| Cookies | a unique identifier that placed on a user's web browser during a previous visit so the website can remember the user; used to tailor the website experience to each other |
| HTML (Hyper-Text Markup Language) | a client-side coding language meant to display static websites |
| Dynamic, Server-Side Programming Languages | Java, C++, PHP, etc. |
| Shopping Cart | software that stores shoppers' product requests |
| TLS (Transport Layer Security) | an encryption method to prevent eavesdropping from 3rd parties; its predecessor was called Secure Sockets Layer (SSL) |
| Web Hosting | providing server space for others to run a website; from companies like GoDaddy or Dreamhost |
| AIDA | customer creation model: awareness, interest, desire, and action |
| Successful Websites Create Customers By... | ...generating traffic, driving conversations, and maximizing revenue per conversation |
| Direct Traffic | an internet user types the website's URL directly into the browser |
| Referral Traffic | an internet user clicks on a link to the site from another site |
| Search Traffic | an internet user clicks on a link to the site from a search engine results page |
| Conversion Rate | 1 of the most important indicators of a retail website's success |
| Design for Usability | follow website conventions, create effective visual hierarches, break pages up into clearly defined areas, and eliminate distractions |
| Conversion-Centered Design | attention, context, clarity, congruence, credibility, closing, and continuance |
| 3 Questions | "What are you offering?", "Why should I pick you?", "What do you want me to do next?" |
| Guidelines that help to ensure that your website is constantly improving | make changes based on data, employ user experience tests when web analysis data is insufficient, make changes based on web design principles, and avoid redesigns |
| Trust Symbols | accessible return policy and guarantees, brand recognition awards, positive publicity, social media presence and video demo and testimonials |
| Web Design Techniques | high-quality design, client logos, testimonials, brand recognition and awards, etc |
| Basic Metrics | pageview, session, user, time on page, entry, exit |
| Calculated Metrics | exit rate, site and page bounce rates, entrance rate, unique pageview, average page and session depth |
| Retail KPIs | sessions, conversion rate, average order value, and revenue per session |
| Lead Generation KPIs | users, conversion rate, close rate, closed deal value |
| Media KPIs | sessions, average page depth, average session duration, and conversions |
| Social Media KPIs | new account sign-ups, post/tweets/pins/etc., like/re-tweets/re-pins/etc., and average time on site |
| Search Engine KPIs | conversion rate, searches, average page depth |
| Signs of poor conversion rate | poor messaging on the website, poor audience selection, and technical glitches |
| How sites might generate from | organic search, paid search ads, display, emails, social media posts, social media advertising, backlinks, and affiliate links |
| Segmentation | geography, new versus returning sessions, timing, browser, screen size , device |
| ROAS | return on ad spend |
| DDA | data-driven attribution |
| 4 factors choice of target search phases based on | relevance, traffic, competition, current ranking |
| Links | natural outboard links, paid links, and natural internal links |
| Popularity Metrics | total # of backlinks, backlinks from related/relevant websites, anchor text, link neighborhood/freshness/diversity, and social sharing |
| CPC | cost per click |
| CPM | cost per mile |
| CPA | cost per acquisition |
| What an effective display ad | attract attention, communicate a value proposition, and invite action |
| UVP | unique value proposition |
| Remarketing or Retargeting | the practice of displaying ads to a web users who have already visited that site |
| 3 ways to stay consistant | tout the same value proposition, use similar calls to action, and enact the same design elements |
| Effective Email Marketing | 1 of the most highest ROI activities a company can undertake |
| 3rd-Party Email Platforms | constant contact, mail chimp, vertical response, etc. |
| 4 types of customer emails | broadcast, transactional, triggered, and onboarding |
| Open Rate= | emails opened/ emails delivered (20%) |
| Click-Through Rate= | emails clicked/emails delivered (3.5%) |
| Conversion Rate= | transactions/sessions generated via email |
| Can-Spam | controlling the assault of non-solicited pornography and marketing act in 2003 passed by U.S. congress |
| CRM | customer relationship management |
| Marketing Automation | software that allows a company to automate and optimize digital marketing efforts across multiple channels |
| "Doing social media" | creation of content/posts for a company from social media pages, paid advertising on social media platforms, reputation management |
| Company intent when posting to social media profiles... | create 1st-time customer, facilitate additional purchasing by previous/current customers, supplement SEO efforts |
| Basic Social Listening | scraping all public mentions of a company from social media platforms |
| 5 steps for creating a social media plan | determine objective, choose social media platforms, plan content, distribute and promote content, and measure success |
| Content Types | original, user-generated, co-created, and curated |
| 3 types of value | utilitarian, entertainment, and community |
| Past engagement with posting entity | if you frequently like or comment on posts from this person/company, the site determines that you enjoy seeing that person/companies content |
| Recency | more recent posts are given priority over older posts |
| Content Popularity | a piece of content that has a high engagement rate will be shown to more users |
| Facebook Formula | bid amount x established action rate+relevance/quality |
| Online Reputation Management | the practice of promoting a positive brand image online by increasing the visibility of positive information and managing negative information |
| 3 T's of Effective Emergency Response to negative publicity | timeliness, transparency, and training |
| Locations likely to have negative content about a brand | online review sites, scam reporting sites, online forums, press articles, social media sites, blogs, informational sites |
| Ideas for webpages that can rank well for brand searches | corporate blog/website/ads, social media platforms, directory listings, charity microsites, customer support sites, product/cause microsites |
Created by:
JordanGrant13
Popular Marketing sets