Digital Marketing Chapter 1 and 2

domain name

name of website

registrar

company that manages leasing name of domain

server

computer connected to internet that fulfills info requests to website

web browser

software that displays webpage content to human users

Internet Protocol (IP) address

standardized set of procedures for locating computers connected to internet and for transferring info from one computer to another

Domain Name System (DNS)

manages translation of domain names to IP addresses so that requests for specific domains are routed to correct server

web hosting company

provides server space for others to run website

security certificate

allows users to access your website w/o being observed by 3rd parties

uniform resource locator

unique identifier used to locate resource on internet

secure sockets layer (SSL)

security certificate but older technology

transport layer security (TLS)

encryption method used to prevent eavesdropping from 3rd parties

Content management system (CMS)

enables webmaster to create webpages w/o hardcoding pages in HTML

payment gateway

method to accept credit cards online

merchant account

way to collect payments

what best describes process of communication b/w computers and servers that enable people to interact w/ web pages on internet?

web pages are stored as HTML codes on servers; computer (include mobile phones, tablets, laptops and desktops) request page from server and program called browser interpret and displays HTML code it receives

AIDA model

process of creating a customer which customer learns about business and what it offers, becomes interested in said offering, then becomes desirous of purchasing something from business and finally takes action to make purchase

steps of AIDA model

1. awareness

2. interest

3. desire

4. action

Awareness

step one of AIDA model and brings customers to website to make business known

Interest

2nd step in AIDA model and wants to know more about products/services that business offers

Desire

3rd step in AIDA model and make customers want to purchase something from business

Action

4th step in AIDA model and customer makes a purchase on business’s website

traffic

visitors to website

what are the 4 types of traffic a website can have?

direct, referral, search and email

direct traffic

comes from offline advertising activities or from a customers habit

referral traffic

comes from advertisements on other websites and have 2 sub categories (paid and unpaid)

paid referral traffic

comes from banner ads, text ads, rich media ads, and video ads that website has paid to display on other sites

unpaid referral traffic

visitors that come to site from links that are not paid for

search traffic

when someone searches for something on search engine and can be divided into 2 sub-categories (paid and unpaid)

paid search traffic

comes from ads on search engine result page that accompany organic results

unpaid search traffic

comes to site from clicks on organic search results on search engine results page

email traffic

traffic to website that is result off ads sent to potential customers via email which customers signed up for

conversion

target action that business wishes for visitors to take (example: purchase a product from website)

conversion rate

% of visitors who convert or purchase product or service from website

types of websites

retail (eCommerce), lead generation, media , and affiliate marketing

lead generation website

generate leads

lead

inquiry from potential customer into business’s products or services

media websites

make money by exposing users to ads

affiliate marketing website

provide info about variety of products and includes links to other websites where a user can purchase these products being advertised

what are some commonly used web design frameworks

design for usability, conversion-centered design , 3 questions, segments, and mobile first

elements for design for usability

follow website conventions

creative effective visual hierarchies

break up pages up into clearly defined areas

eliminate distractions

format content to support scanning

what does it mean to create effective visual hierarchies?

most important things should be higher and larger on page for websites, usually above the fold

elements of conversion- centered design

attention, context, clarity, congruence, credibility, closing, continuance

attention

call to action, attracts users’ attention , element of conversion centered design

context

does message and content match expectations of customers, element of conversion centered design

clarity

is it clear what web page is about, element of conversion centered design

congruence

does everything