Digital Midterm Exam

The 4 Ps marketing model was created by Harvard University Professor

Dr. Jerome McCarthy

Definition of Digital Marketing

The discipline of communicating and delivering value to a target market via electronic media.

Definition of Market Segment

Group of buyers that share specific characteristics and have a similar product need.

Which of the following is NOT a stage in the Product Lifecycle?

Research

Which are the elements of SWOT?

Strengths & Threats

Digital Marketing Industry has grown exponentially because:

it works, it saves advertisers money, it reaches audiences

Meta and TikTok were both orders to pay huge settlements last week related to what issue?

Unethical practices toward children

Which is a fundamental, critical element, for building successful digital marketing?

TRUST

Facebook, Gmail, YouTube, and Twitter all launched in what year?

2004

Who said, “Failing to plan is planning to fail.”

John Wooden

Which of the following builds digital marketing trust?

be consistent, add value, be transparent

Why are influencers a fast-growing segment of spend of digital marketers?

Trust in influencers, Reach targeted audiences, Proven results

Digital Marketing begin in 1980 with the first clickable banner ad.

False (first clickable was 1994)

The growth of digital marketing industry creates new hob and career opportunities for recent college grads.

TRUE

Digital Marketers must account for both macro environmental and micro environmental factors when developing strategies.

TRUE

Everyday, on average, Americans are exposed to approximately 100,000.

False (only 10,00)

In just past 10 years, the number of marketing messages per day has increased by 2x and 5x in the past 25 years.

TRUE

Objectives, Strategy, SWOT, Activities, Budget, Timeline, Analytics, Legal/Ethics, are parts of the Digital Marketing Plan.

TRUE

Ethical Digital Marketing should only create value for the marketer.

FALSE (creates for everyone)

Ethical Digital marketers should collect and use ALL the data possible from their customers and prospects.

FALSE

Definition of Digital Consumer Behavior:

Searching, selecting, buying, and using products & service via a digital channel

Definition Buyer Persona:

An easy to remember demographic, psychographic, and behavioral profile of a buyer type.

Definition Cultural Conformity:

A human condition to belong to something bigger than oneself.

Definition of CRM:

Customer Relationship Management

A new media channel for digital marketers to buy advertising space on retailer websites:

Retail Media Advertising (RMA)

In 1995, this Ceo launched the first branded website and become the father of internet marketing.

Ty Warner

Doherty Threshold and Hick’s Law dictate that should be:

Fast & Simple

Which of the following does NOT benefit from CRM?

Website Performance

What benefits from CRM?

Conversion Rate, Customer lifetime value, Data collection

Which of the following are typically required for online behavior to become viral?

Novelty, Curiosity, Emotion

Which is not a website objective?

Inventory

Much of consumer behavior, human behavior, and human bias, stems from

Caveman period

What is NOT a major factor affecting online consumer behavior?

Physiology

What is a major is a major factor affecting online consumer behavior?

Psychology, Cultural, Social

Trust in digital marketing is shifting from trust in self, to trust in Influencers to now trust in

A.I.

UI website design theory involves which aspect(s) of the site?

Functionality & information architecture

A heat map identifies the geographic segmentation zones by climate.

FALSE (tracks the movement of activity on a page)

Today over 1,500 TLD (top level domains) exist with different .suffixes.

TRUE

Persons and general attitudes about different target markets can change ovef time.

TRUE

The first viral campaign in 1933 involved Smirnoff Vodka and the Polaroid camera.

TRUE

Retargeting enables a digital marketer to follow their website visitors around the internet and display ads.

TRUE

UX design focuses on the left on the left brain perception of a website.

FALSE

Bing percentage usage

9%

Yahoo percentage usage

2.5%

All others

3.5%

Google percentage usage

85%

What percentage of all website traffic goes through GOOGLE?

93%

Who are the founders of GOOGLE (PageRank 1996)?

Sergey Brin & Larry Page

Search engine goal

Refers to the best source of information to their question.

Best source of information means:

• Relevant content

• Recent content

• Site quickly responds

• Site easy to use

• Site recognized as expert

What are the different types of search results?

Paid results (sponsored, ads), Organic, natural, results (Unpaid, free clicks)

Crawl & Index

Search engines visit every page on the internet to determine content. Engine assigns key words and phrases to each page and indexes the page into search engine database.

Algorithm

A formula, set of rules, the search engine uses to determine the content value of the page indexed

The algorithm does what to improve and thwart bad actors?

• Content quality

• Backlinks

• History

• Performance

• Technical

Backlinks def:

links to/from other quality sites

Technical def:

tags, security, sitemaps, mobile friendly

What the three types of SEO?

1. On-page SEO

2. Off-page SEO

3. Technical SEO

On-page SEO

Content, keywords, image, optimization, meta data, URL, HTML tags, Internal links

Off-page SEO

backlinks, guest posting, social promotion, listings, PR

Technical SEO

page speed, site structure, sitemaps, indexation, structured data

SEO objectives

Conversion, Retention/Loyalty, Brand Development, Customer Service, Establish Expertise, Gain Insights

Methods to improve Page Rank

Domain, Crawl & Inde, Performance, Security, Links

FUTURE in SEO

goal is to reduce the need to refine and re-search. Employ AI to really get you the right search result.

UX

User Experience

Doherty Threshold

speed directly related to satisfaction; 2 sec load 9% bounce, 5 sec load 38% bounce

Hick’s Law

Decision complexity increase times, decreases website conversion.

Pareto Principle

80/20 rule (20% of website drives 80% of conversion).

SEM def

paid promotion for advertiser to be visible on top pages of search results based on relevant keyword

SEM campagins are Dynamic, what changes are made that prove this?

Keywords, PPC bid, Budget limit, Geography

CPC

Cost per Click

CPM

Cost per IMpression

CPA

Cost per Action

ROAS

Return on ad Spend

Types of SEM Campaigns

Search ads, Shopping, Audience, Display, Video, App, Local, Discovery

Search ad Campaigns

Search ads appear on SERPs of Google, Yahoo, bing, etc.

Display Campaings

Various websties, news pages, YT videos, blogs, Gmail

Bid Amount

Cost clicks for keyword

Ad quality

estimation of the relevance and CTR

Ad rank

calculated position based on Bid and Quality, indicates where the ad will be displayed on the page

CPM

goal is awareness, brand visibility, clicks not importation, rather pay for impressions (CPM metric- cost per thousand)

COnversions (CPA)

purchase, download etc.

CPV

Cost per View

Types of Keywords

• Primary = 1-2words

• Non-branded = “bike”

• Branded = “Schwinn Bike”

• Long-tail = 3+ words, specific

• Local = location

Match types do what?

Chande the universe size or the audience quality.

Negative Match Type

Removes common related searches but are not useful toward the objective.