19961944
Description
Flashcards by tania queuche, updated more than 1 year ago
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Created by tania queuche
over 4 years ago
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| Question | Answer |
| Offline Demand | All customers who potentially want the product / servcice |
| Online Demand | Navigators, registered users, active customers |
| SEA | Search Engine Advertising. Contextul form of advertising which improves online content assets visibility in SE pages by - placing Text/Image ads - optimizing content indexed in SE. |
| Iterative process (How to advertise?) (6) | Target audience > Ad creation > Review targeting options > Campaign launch > Data Accumultaion > Analysis & Refinement |
| Keyword Targeting Options (3) | Exact match Phrase match Broad match |
| A/B testing (2) | Test multiple versions simultaneously of: - ad copy (goal: increase CTR, increase CPC) - landing page optimization (+CR, -cost/acqui) |
| Marketing myopia | A short-sighted and inward looking approach to marketing which focuses on fulfillment of immediate needs of the company rather than focusing on marketing from consumers’ point of view. |
| Digital Marketing | The use of IT aplpied to traditional Marketing. To create / communicate / deliver value to customers. To manage C relationships to benefit the business. |
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