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Digital Marketing (Mktg 469) Study Guide for Exam 1

by: Talia Standring

Digital Marketing (Mktg 469) Study Guide for Exam 1 MKTG 469

Marketplace > San Francisco State University > Marketing > MKTG 469 > Digital Marketing Mktg 469 Study Guide for Exam 1
Talia Standring
GPA 3.49

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About this Document

Business Models, Inbound vs Outbound Marketing, Product-centric vs Customer-centric, Direct Response vs Branding, Data driven marketing, Websites
Digital Marketing
Dr. Nga Ho-Dac
Study Guide
Business Model, Digital Marketing, inbound, outbound, websites, cookies, direct response, Branding
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This 5 page Study Guide was uploaded by Talia Standring on Tuesday March 22, 2016. The Study Guide belongs to MKTG 469 at San Francisco State University taught by Dr. Nga Ho-Dac in Spring 2016. Since its upload, it has received 35 views. For similar materials see Digital Marketing in Marketing at San Francisco State University.


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Date Created: 03/22/16
469 DIGITAL MARKETING STUDY GUIDE EXAM  1) Business Models: A business model:  part 1 = the core value proposition and sources &  part 2 = method of revenue generation/ to make money  The value proposition: the value delivered to the market  target customer ­> has need ­> VP ­> matches ­> capabilities <­value for  <­enable    The business models that are most prominent on the Internet. 1. brokerage: brings buyer + seller  ex: ebay, alibaba, priceline, paypal, groupon  2. advertising: content & services to get traffic in order to sell ad. space  ex: google, craigslist, yahoo  3. infomediary: provide info about consumers + products, info. used to market mrktg campaigns  or assist consumers to make info purchase ex:edmunds, cret, mypoints (reviews) 4. merchant: sells goods + services  ex: amazon, best buy, overstock  5. direct: uses digital technology to bypass the distribution to achieve efficiency, improve  customer service, better understanding of customer  ex: dell, salesforce 6. affiliate: offers incentives to have inbound links, banner exchange, pay per click  a. traffic b. inbound link c. incentives  7. community: build community, revenue can come from sale of ancillary products + services,  voluntary contributions, contextual advertising, or subscriptions for premium services  ex: facebook, wikipedia, sourceforge, threadless 8. subscription: provide service & products for subscription fee  ex: netflix, pandora, dropbox  9. utility: pay as you go  ex: skype  ­Music file sharing is an example of which Internet business model? Community 1. A company selling shoes online to consumers is following which business model?   Merchant  2.  The advertising model is an excellent way for a new business to consider making money False  2) Inbound vs Outbound Marketing  Inbound mrktg: marketing activities that bring visitors in, is implied permission mrktg “pull”   Permission mrktg: sellings g+s only when the prospect gives consent in advance to  receive the mrktg info   Why inbound marketing becomes more prominent? 1) changes in consumer behaviors: passive to active in seeking, disseminating, & creating info  2) the emergence of affordable owned, earned & shared media while paid media is less  important 3) cheaper, self regulation/ regulation  4) better prospects ­> better conversion   ex: blogs, podcasts, SEO, social media mrktg, video, white­papers  Different types of media: 1) paid: marketer controls, often non­engaging/ traditional, $ display ads, sponsorships, paid ads on social networks, PPC 2) owned: content primarily marketer initiated, can be informative, platforms free/ low cost  websites, blogs, emails, newsletters, social media 3) earned: highly credible, marketers does not control content, can persist in media environment results of PR efforts ­ articles, blog posts, WOM, buzz, viral  4) shared: high level of engagement, platforms free/ low cost, marketer does not control content  brand & customer interact & co­create content on social media  Outbound mrktg: having to go out to get prospects’ attention “push”   ex: advertising, flyers, telemarketing, direct mail, email  How to do inbound marketing?  Search SEM (search engine), Content CM, Shared SMM (social media)  1. Which of the following is an inbound marketing tool?    Facebook status 2. Permission marketing is inbound marketing. False 3) Product centric vs customer centric  Product‐centric mrktg:  transactions B2C: sells the products or brand to more & more customers  ex: acquisition, transaction, product metrics & trial/error  Customer‐centric mrktg: relationship (account manager, PMP) B2B: sells more & more products to customer base  ex: retention, relationship, customer metrics & test, measure + refine approach  Paradigm shift: digital technology makes cust. centric feasible & desirable (even B2C)   Customer based marketing: 1. Build customer base2. Differentiate customers based on  customer behaviors and metrics 3. Interact with customers on the 1‐to‐1 basic 4. Customization and personalization 5. Sell more and more products to the  customers in the base6. Extend the customer base based on expected customer metrics and  behaviors 1. What is the focus of customer‐centric marketing? Retention 2. Customer‐centric marketing is only good for B2B businesses. False  4) Direct Response vs. Branding Direct Response: get action, tracked by conversion, tracking & testing to find out what  customers do  “order now”  Branding: builds brand equity, tracked by reach, uses surveys & interviews to find out how  people think + feel  ­ before digital age = mass media = B = larger investment, less expensive per reach than  interactive media /DR = niche  ­ the digital age = interactive = affordable/ abundant = B, DR = more popular use in any  business    DR elements: 1) front end (offer, list, media, creative execution)  2) back end (fulfillment, service + support)  good back end ­> satisfied customer  A DR offer must have a clear call to action (and incentives)  actions desired: come to the site/platform, request more information, provide information,  purchase, & come back *a trusted brand is important to DR success  ­ Brand equity: Set of associations that allow it to earn more & have sustainable advantage  (awareness­> familiarity­> positive imagery ­> completed transaction ­> repeated transaction)  ­ Brand awareness: Recognition (aided) &  Recall (unaided) ­ Brand image:  Favorability, Strength & Uniqueness Digital branding: target audience,  branding objectives (measurable),  excellent product and  customer experience, relevant content, consistent message, compelling creative, integrate with  offline branding, &  engage with audience (interactive media) Online brand community: “Specialized, non‐geographically bound community, based on a  structured set of social relations among admirers of a brand.”, Spring up among brand  aficionados, Marketer‐initiated brand communities, people who love the B ex: Harley Davidson  1. Important components of a direct response offer include: Both incentive to encourage action  and a call to action 2. Marketers should set specific objectives for branding development activities. True  5) Data driven marketing: Doing marketing based on data ­ Customers often bought similar or complementary items, Personalize recommended items on  home pages/apps based on history and profile, Different customers react (open/click/purchase)  to different emails, Segment the customers for email programs ­ Customers search for products on search box, Add new products based on keywords ­ Customers abandon shopping carts at a certain step, Redesign the step to decrease the rate  of cart abandonment Driven marketing concept and process Objectives ­> Tests ­> Execution ­> Measurement →  Measurements: Metrics—numbers—alone do not meet marketing and management needs.  Only when the metrics are carefully chosen and reported in sufficient detail to guide strategic  choices are business needs met. Objectives & Metrics: Data sources  1. Observation: Web metrics, App metrics, Social media metrics, Email metrics 2. Experiment: Testing 3. Conversation: Interview (individual or group). E.g. Usability testing & Survey  Web metrics 1. Direct­ Data collection: Server request log & Tag  ­ Visitor identification to aggregate data: IP & Registered user & Cookie 2. Panel (sample) Server request log: Each file request is recorded on the server ­ Data for each hit (file request):IP address, requesting computer, Date, time of request, Code  indicating successful, failed request, Number of bytes of data transferred, Referring site,  Browser, Operating system Tag: A few lines of codes placed on each page to collect and transfer data to the data server. Cookie: A small text file stored on a browser which is sent to the data server. Web analytic services:­cloud/web­analytics.html,, Panel: Collecting data from consumer panels ­Track multiple devices.,  Add profile data (might  use survey) to web metrics, Track dynamic and masked IP addresses,  Competition analysis,   Track only a sample. App metrics: Same as web metrics & Quickly being integrated into existing platforms Social media metrics: Available on specialized platforms ­ Free from network. E.g. Facebook  insights. Paid and free from specialized suppliers. E.g. Email metrics: Available on HTML emails & Use tag to collect data: bounce, open, clickthrough,  share, etc. Experimental testing: A/B split is the simplest ­ Change only one element & Test ‘big things’ Test execution: Test new vs. control &  Test version A vs. version B Testing: example Version A – The Contro  Version B – The Test ­ New creative execution: Shorter product (hero) image,  Move content ‘above fold’ (smaller  images), White background ­ Outcomes:Revenue per visitor 15.82%,  Average order value 13.3% (Not a simple metric such  as click‐through) 1. Which of the following is a true statement about tagged web pages? Neither: The users must give permission to have web pages tagged or Tagged web pages can  identify users. 2. Only enterprises with sophisticated testing laboratories can conduct meaningful experimental  tests. False  6) Websites  Strategic context: Business websites are not an exercise in technology or aesthetics. They are  an exercise in cost‐effective execution of marketing strategy.  Websites must have objectives, be tested for usability, and be measured Website development process: 1. establish safe objectives ­ Increase sales revenue, Increase  visibility and branding, Advertise, Provide customer service, Generate sales leads. Retain and  grow customers, Build an online community, Provide cost savings 2. identify and describe target market ­ Who are they? (A website can serve different groups of customers.), Their profiles,  Their needs and wants, Their behaviors  3. design site content and navigation structure ­ Objectives &  Target markets 4. conduct usability tests  5. deploy and tune site  6. measure and evaluate site effectiveness 7. refine and improve site effect.  Above the fold ­­­> Remember: different screen sizes Golden triangle  Content management system (CMS): Build and maintain websites without coding  focus on the  content ­  Other website design tips: Use search options,  Avoid flash, Avoid videos that load  automatically, Set the home page in columns,  Use large fonts and white background, Avoid  scrolling, Test on multiple platforms Usability testing can be fast and inexpensive Issues in usability testing: Don’t consider eliminating it,  Be sure testers are target  audience,  Have testers perform one or more typical tasks on site, Ask them what they think,  Frequent small‐scale tests are better than one large one Deployment and tuning:Upload to host server, Balance load,  Monitor site performance Measure and evaluate: Technical task ­ Measuring and improving the site performance Marketing task ­ Measuring and improving the business effectiveness Google analytics: Set up a property, Insert tracking tag into Weebly sites, Use Google analytics: A good web design process: Remember the marketing objectives Learn from successful experience Track best  practices and competitor websites Listen to and observe customers continually 1. Which of the following should drive website design? Both: Business objectives & Target  audience 2. A good copywriting technique for the Internet is to stay “above the fold.” True 


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