Digital and Social Media Marketing

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  • Created by: Michhell
  • Created on: 17-02-20 11:56
What is digital marketing?
The marketing of products or services using digital channels to reach consumers
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What does CX stand for?
Customer experience
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What does UX stand for?
User experience
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What is an ecosystem?
A dynamic network of entities like people, business and things all interacting with each other. to create and exchange sustainable value for participants. Some create them, other just participate.
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What are the 5 stages to the "Gartner Hype Cycle"
1. Technology trigger 2. Peak of inflated expectations 3. Trough of disillusionment 4. Slope of enlightenment 5. Plateau of productivity
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What are the digital mega-trends?
1. AI 2. Big Data 3. Omnichannel, Touchpoints and the Buyer's Jounrey 4. Personalisation 5. Influencers
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What are desciptive analytics?
What has happened? What is happening now? Why did it happen?
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What are predictive analytics?
What is going to happen? When is it going to happen? Why will it happen?
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What are perscriptive analytics?
What can we do about it? How should we act upon it?
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What can analytics show us?
What people are actually doing!
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What are sessions?
The period of time a users is active on your website. A 30min gap between activity is counted as a new session
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What is a bounce rate?
A single-page session. Typically lasting less or equal to a second. Often when a users clicks accidentally on your webpage!
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What is a session duration?
The average time spend by a user on your webpage. Typically the number of users divided by the total session time
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What is a conversion?
A completed activity, like downloading, purchasing or signing up to an email list.
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What is attribution?
Assigning credit for conversion to touchpoints in a customer journey
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What is a tag?
A snippet of code that send information to a third party.
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What are clicks?
The number of people who clicked on your ad that led to your website
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What is CPC?
The average cost per click
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What is CTR?
Click through rate. A ratio of those who saw your ad and those who clicked on it.
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What is a conversion rate?
The ratio of people who completed a conversion against those who visited your site
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What is a paid media metric?
Media activity related to the company that is generated by the company or its agents (social media advertising)
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What is a owned media metric?
Media activity related to the company that is generated by the company or agents it controlls , in channels it controlls (the company's own website)
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What is earned media metric?
Media activity that is not directly generated by the company, but via other external means like journalists or customers.
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What is the attribution problem?
It is hard to identify what marketing or tool was effective at getting a conversion.
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What is social media?
t is the created networks between users, people, groups that collaborate, invent, design or discuss via online means of communication
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What are the 4 social media zones?
1. Social community 2. Social publishing 3. Social entertainment 4. Social commerce
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What are the weak ties of communities?
Stages of participation in a community. Starting off as viewing, to actively participating, to creating reciprocal relationships
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What are the 3 things advertising generates?
1. Awareness 2. Entertainment 3. Irritation
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What is congruency?
How well a figure or infleuncer aligns with your brand in comparison to their personality
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What is SEM?
Search Engine Marekting
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What is SEA?
Search Engine Advertising
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What is SEO?
Search Engine Optimization
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What is a click-through rate?
The ratio of people who view a link vs. who actually click on the link
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What is an index?
The list of website links that a search engine creates for a user, based on the input search terms.
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What are the 4 general things that search engines look at to decide your websites visibilty?
Rank, Authority, Relevance and Technical Issues
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What is a E.A.T score?
Expertise, Authoritiveness and Trustworthyness.
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What else can infleunce your visibility?
Link juice, references (back-links), content, structure, geographical location of user, mobile optimisation, loading times, server responsiveness, social signs (links from social media)
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What is the long-tail theory?
The method of trying to capture users who use specific, yet relevant search terms. Often 3 words and more.
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What is a landing page?
The page where your customers end up once clicking the link.
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What are the two types of SEO strategy?
On-page and Off-page SEO strategies.
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What can you do for On-page strategy?
Indexibility (using a robot.txt file). Simple URL structure. Images. Title and Meta-text (a synopsis of your website). Performance. Mobile optmisation.
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What can you do for Off-page strategy.
Backlinking. Keeping up to date with Google Updates. Social media presence. Email. Guest articles. Blogging
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What can SEO show us?
Traffic (called leads) where people are coming from. Indexed pages (when your page has been indexed by a search engine). Inbound links (the number of links from other pages to yours). Your ranking.
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What does KPI stand for?
Key Performance Indicator
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When is a metric, a KPI?
When the measured metric is important to the business
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What is user acquisition?
When a user is turned into a customer (similar to a conversion).
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What is a critical behaviour?
When a user undertakes or does a certain behaviour the website whats them to do.
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Other cards in this set

Card 2

Front

What does CX stand for?

Back

Customer experience

Card 3

Front

What does UX stand for?

Back

Preview of the front of card 3

Card 4

Front

What is an ecosystem?

Back

Preview of the front of card 4

Card 5

Front

What are the 5 stages to the "Gartner Hype Cycle"

Back

Preview of the front of card 5
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