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Quiz 1
DIGI
| Question | Answer |
|---|---|
| digital marketing | The use of digital channels, platforms, and data to attract attention, influence_ consumer decisions, and build long-term _relationships_ with customers |
| digital mindset | Shifting from posting __content_ to solving customer _problems__ digitally |
| key drivers for digital marketing need | consumers are online, information is instant, attention is scarce, choice overload |
| digital marketing benefits | cost effective, customer retention/loyalty, analytics, personalization, scalability, etc |
| 7 D's of digital marketing | digital goals, digital audience, digital device, digital media, digital data, digital technology, digital marketing channels |
| digital goals | brand goals and strategy, smart goals, business and revenue models-monetization, |
| digital audience | B2C, B2B, C2C, target markets, segment, personas |
| digital media | paid, owned, earned, websites and apps, content marketing and PR |
| digital data | big data, customer profiles, behaviors and preferences |
| digital technology | AI, VR, marketing automation, MarTech marketing clouds |
| digital marketing channels | Platforms, systems, and tactics used to attract, _engage_, and _convert_ audiences in digital spaces - relies on multiple channels |
| Search engine optimization | Improving a website to be better promoted_ on search engine results pages (__SERPs__) , unpaid |
| search engine marketing | Bidding on keywords/or _keyphrases__ that consumers regularly use to search , can be paid ads |
| social media/community marketing | Tool for brands to build __communities__, tell stories, and interact _directly_ with audiences - critical for shaping brands personality and creating emotional connections |
| email marketing | Sending direct, _crafted__ emails to a target audience - build relationships and get repeat engagement- personalized messages, promotions, etc |
| mobile marketing | Reaching customers through smartphones and tablets - Focuses on delivering _timely_, location-based, and highly _personalized_ experiences |
| smart environment marketing | digital interactions in the physical world - internet of things, smart devices, wifi, bluetooth, etc |
| metaverse | _immersive_ environments that are virtual _augmented_ digital spaces |
| segmentation | Dividing market into _distinct_ groups of customers using segmentation practices |
| targeting | Determine which segments to _focus__ marketing efforts on |
| buyer persona | _fictionalized_ representation of that target customer |
| positioning | Create _marketing mix_ that is most likely to appeal the target audience |
| digital marketing 7 A's | add, allure, advance, adapt, associate, abide, analyze |
| allure | attract customers, entice, provide info |
| add | add value for consumer, organization and society |
| advance | keep consumers moving, provide help |
| adapt | adjust to environment, be flexible, change to consumer behavior |
| associate | make meaningful connection, intentional engagement, gain loyalty |
| abide | follow the law, ethical considerations, respect privacy |
| analyze | use metrics, measure, monitor |
| digital value proposition | _unique__, convincing proposal about _why_ a consumer in the target market should purchase your offering(s) - shows the value of offering to help them make the decision to purchase |
| generative AI | A tech tool that generates something _new_ from _examples_ shown, not a replacement for human creativity |
| digital consumers | Uses electronic means to _obtain_ products and services |
| digital consumer behavior | All _procedures_ used by a consumer in online environment |
| buyers journey | Describes what customers do, experience, expect, and how they feel about the interactions they have with a company |
| touchpoints | Interactions a customer can have to get information, encounter a store's display or employee, discover and acquire products or services, or handle transactions |
| stages of buyers journey | awareness, zero moment of truth, consideration, decision |
| zero moment of truth (ZMOT) | Pioneered by google , Bridge between Awareness and Consideration stages - Consumers actively seek information online before interacting with the brand/product in the real world |
| first moment of truth | purchase decision |
| second moment of truth | The experience of using the product and providing feedback |
| consumer motivations | Underlying needs drive search choices |
| customer experience (CX) | Entire relationship between the customer and the brand |
| digital customer experience (DCX) | When the customer experience takes place mostly through digital means |
| user experience (UX) | How engaging and usable digital marketing is for the consumer |
| CRM | systems help organize interactions to provide the best experiences possible and improve the Customer Lifetime Value (CLV) |
| digital marketing strategy | A long-term plan for how a brand uses digital channels to reach the right audience, at the right time, with the right message, to achieve specific business goals |
| KPI | key performance indicator, measurable values that determine success |
| digital marketing metrics | awareness, engagement, conversion, retnention |
| brand positioning 4 P's | product, place, price, promotion |
| digital channel roles | discovery, education, validation, conversion, retention, advocacy |
| owned media/channels | website, email, app, blog |
| paid channels | search ads, social ads, partnerships |
| earned channels | revies, word of mouth, PR |
| user experience honeycomb | useful, useable, desirable, findable, accessible, credible, valuable |
| awareness metric | impressions, reach, brand search volume |
| engagement metric | engagement rate, click-through rate, session duration, |
| conversion metric | conversion rate, cost per conversion |
| retention metric | email open rate, email click rate |
| advertising business model | Free to users with _revenue_ from the _advertisers_ |
| on demand business model | Ordering or receiving a product/service in real time |
| peer to peer business model | _platform__ for consumers to _trade_ with each other |
| ecosystem business model | combination of diverse offerings |
| e-commerce business model | online sale of goods |
| freemium business model | offer free and premium versions |
| subscription business model | paying a constant amount to the seller of the product |
| user-first layout | simple, intuitive navigation with clear menu labels, logical content flow |
| visual hierarchy and whitespace | use headings, subheadings, and space to guide eye, avoid extra clutter, short section and bullets |
| mobile first designs | assume most traffic from phones, buttons large enough to tap, responsive website design, progressive web apps |
| performance | fast loading speeds, avoid huge images and unnecessary scripts |
| consistent branding | limited color palettes, 1-2 eligible fonts |
| accessibility | sufficient color contrast, readable font size, descriptive link text |
| clear calls to action | use buttons over hyperlinks, action-oriented text |
| attribution models | rules for how we give credit to different marketing touchpoints along the user’s path to conversion, rarely convert after single interaction, |
| single-touch model | first interaction model, all credit goes to first interaction |
| last interaction model | all credit goes to the last touchpoint customer used to get to the website and convert |
| linear attribution model | portions out credit to each touchpoint the customer had |
| time-decay attribution model | greater portion of the credit is given to interaction closest to the time of conversion activity |
| position based attribution model | credit based on position of the interaction |
| last non-direct click attribution model | all credit goes to the last interaction, no credit to directly typing in the web address |
| digital marketing benefits | cost effective, personalization, customer retention/loyalty, tracking/analytics, establish expertise |
Created by:
kayleejh0829