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MGT 6311: Digital Marketing - Midterm Exam
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MGT 6311: Digital Marketing -Midterm Exam
____ ads accounts for 48% of online ads - -Search ads
-Acquisition - -Converting a prospect into a customer
-Ad Exchange - -A digital marketplace that enables advertisers and
publishers to buy and sell advertising space, often through real-time auctions
-Ad Groups - -Sets of ads that have a common characteristic or focus
i.e., if you are selling books online, you may have ad groups around a certain
author, genre, etc.
-Ad Networks - -Intermediary between advertisers and websites that have
opted into the ad network
-Ad Server - -The technology that places ads on websites.
-Alt Text - -the text that appears if an image does not download from the
server
-Anchoring and Adjustment Heuristic - -Making decisions based on
relative/recent information rather than broad, objective fact.
-App Store Optimization (ASO) - -The process of optimizing mobile and web
applications for the specific web stores in which they are distributed.
-Attention economy - -The idea that human attention is a scarce
commodity/limited resource
-Attribution Modeling - -A certain digital channel might be better at assisting
in purchase than another, at a certain time, in a certain chain of interactions
with the brand
-Automated Ad Extensions - -- Consumer ratings
- Previous visits
- Dynamic structure snippets
- Seller ratings
-Availability Heuristic - -Overemphasize the likelihood or frequency of things
that have occurred recently because they come to mind more easily
,-Awareness - -Creating an identification moment in the customer's mind
-Backlink - -All links on other pages that will take the user to the webpage
-Basic structure of a Google AdWords campagin - -Account > Campaign >
Ad Group
-Behavioral Variables - -Usage Rate
Brand Loyalty
Benefit Sought
-Benefits of search advertising - -- very low cost
- tracking every cent
- targeted ad placement
- giving customers what they want
-Black Hat SEO - -Trying to game search engines by dubious means,
sometimes results in the website being blacklisted.
-Blind Networks - -Target a large number of independent mobile publishers.
Allow you to target by country/type of content, but not by specific websites
-Brand (AMA definition) - -A name, term, design, symbol, or other feature
that identifies one seller's good or service as distinct from other sellers
-Broad Match - -Ad will appear for keywords entered, as well as search
terms that contain your keywords, misspellings, etc.
-Broad Match Modifier - -Gives tighter control than broad match by
excluding synonyms, including other versions of the word such as plurals
Implemented with a "+" before the keyword
-Buyer Journey - -- Loosening of Status Quo
- Committing to Change
- Exploring Possible Solutions
- Committing to a Solution
- Justifying the Decision
- Making the Selection
(Discovery, Consideration, Decision)
-Canonical - -A definitive URL
-Clickthrough - -A click on a text ad link that leads to a website
, -Clickthrough Rate (CTR) - -Clicks/impressions, shown as a % conversion.
A visitor completing a target action
-Cognitive biases - -Prejudices and preferences, as well as common ways of
thinking that are inherently flawed
-Collaborators (5 Cs) - -External business entities that work with the
company to create value for customers
-Company (5 Cs) - -The org or business unit providing certain goods or
services
Look internally at messaging, positioning, etc.
-Competitors (5 Cs) - -Orgs that offer products or services that aim to fulfill
the same wants/needs of the same customers as the company's offering
-Components of a digital marketing strategy - -- context
- value exchange
- objectives
- goals
- tactics
- KPIs
- targets
-Components of GOST strategy - -Goals
Objectives
Strategies
Tactics
-Components of great content - -- emotive
- entertaining
- useful
-Confirmation bias - -Only focusing on the information that confirms
your beliefs (and ignoring disconfirming
information)
-Context (5 Cs) - -The environment in which the company operates and its
associated elements
-Contextual Ads - -ads are determined by the content on the webpage
-Conversion Rate - -The number of conversions divided by the number of
visitors, expressed as a percentage.
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