Internet Marketing Exam

Front 1

Frameworks for mapping business models (9):

Back 1

1. Value proposition
2. Customer segments
3. Distribution channels
4. Customer relationship
5. Revenue stream
6. Core capabilities
7. Activity configuration
8. Partner network
9. Cost structure

Front 2

Elevator pitch

Back 2

Statement of solutions that company/product can provide to particular segments and reason why the product/company is superior to other brand

Use simple words so everyone can understand

Front 3

Structure of business pitch:

Back 3

1. Elevator pitch
2. The problem statement
3. Your solution
4. Market size
5. Business model (revenue model)
6. Proprietary tech/Expertise
7. Competition
8. Team/hires - HR matters

Front 4

Methods of estimating market size:

Back 4

1. Top down --> from existing data/reports
2. Bottom up --> requires calculation --> based on transaction size, number of possible customers and frequency of transactions

Front 5

Lists of business model:

Back 5

1. Subscription access
2. E-Commerce
3. Digital goods
4. Advertising - CPM
5. Advertising - CPC
6. Freemium
7. Brokerage
8. Affiliate - CPA
9. Sponsorship of whole website section (i.e on NY Times/Finance)

Front 6

What is subscription access?

Back 6

Pay fee to access documents/file for a period of time

Front 7

What is E-Commerce?

Back 7

Selling physical goods/services online

Front 8

What is digital goods?

Back 8

Selling products that are digital. Ex.: eBooks, online games

Front 9

What is Advertising CPM?

Back 9

Indirect business model where company pays for website owners a fee (per mille - based on amount of exposure to thousand of viewers) to display ads on their website.
Website owners can have their own ads server or utilize Google AdSense by paying a fee to Google.

Front 10

What is Advertising CPC?

Back 10

Cost per click advertising. Company pays to website owners a fee to display ads on their website, fee is calculated based on click-through amount.

Front 11

What is sponsorship of site section?

Back 11

Company can choose to pay a fixed fee to website owner in order to display ads on a particular section of a website (i.e NY Times/Finance)

Front 12

What is Affiliate revenue model?

Back 12

A company pays an affiliate based on their customer acquisition skill (cost-per-acquisition).
Terms of acquisition is per-specified (might be click = CPC, sign up...)

Front 13

What is Freemium?

Back 13

A direct business model where core product functions are free and provide a possibility to have additional functions at premium fee.
Ex. LinkedIn, Ebay

Front 14

What is Brokerage?

Back 14

Charge people to make transactions between themselves. We are intermediary
Ex.: Alibaba, eBay

Front 15

What is business model?

Back 15

A method by which a firm generates revenue by offering customers better value than its competitors

Front 16

Types of business models:

Back 16

1. Symmetric = revenue is received from selling product
2. Asymmetric = revenue is received from being an intermediary (companies want to target our website users through us)

Front 17

What influences Internet Marketing strategy?

Back 17

1. Corporate objectives and strategy
2. Marketing strategy in general
3. Market structure and demand
4. Competitors' strategies
5. Emerging opportunities and threats

Front 18

Product in Internet Marketing:

Back 18

5 important features of product: attributes, brand, labeling, packaging and support service

Product must be able to create a sustainable competitive advantage. Internet marketing removes limited shelf-space problem, giving more opportunities for small businesses.

Front 19

Product value rules:

Back 19

1. Customers' perception is the most important --> research/analyze customer needs
2. Value involves expectations

Front 20

Price in Internet Marketing

Back 20

Internet provides transparency in price --> give consumers' more power

Front 21

Internet Marketing benefits + costs:

Back 21

Benefits: fast, convenient, one-stop shopping, auto customer service, lower distribution cost, low overhead, self-service saves time and money

Costs: shipping/distribution cost, customer-acquisition-cost are high, website set up

Front 22

Promotion in Internet Marketing:

Back 22

1. Place ads on the Internet to pull people
2. Give right incentives to capture targeted customers to make purchase/convert (i.e don't giveaway iPad as prize if you are a tourguide company --> attract wrong segments who just want the prize)
3. Make brand go viral --> give people reason to share

Front 23

What is Lean Start Up Idea?

Back 23

Leas Startup based on the business-hypothesis-testing experiment which states that a company should test the core idea before developing other features in order to avoid waste of time and resources

Front 24

What is pivot?

Back 24

Pivot is the idea that is in right direction but has not been properly define to monetize in the market

Front 25

Importance of website:

Back 25

1. Signal trust (social proof) --> Good-designed website is a good indication of credibility
2. Provide information
3. Signal of brand image/personality

Front 26

Psychology of pricing design:

Back 26

1. Price anchoring: make very expensive option to make other options cheaper
2. Per month (day) vs per year - more frequent pricing looks cheaper (1$/days vs 365$/year)
3. Bundling pricing

Front 27

Gestalt Laws of Perceptual Organisation:

Back 27

1. Similarity
2. Proximity
3. Continuity
4. Closure
5. Common Fate
6. Figure/Ground
7. Symmetry

Front 28

Principles of Web Design:

Back 28

1. Consistency
2. Typography
3. Portability
4. Speed
5. Content
6. Accessibility
7. Technology
8. Interaction

Front 29

Consistency in Web Design

Back 29

1. Follow style guide
2. Consistency should be in all communication channels
3. Don't make consumers feel loss in your website

Front 30

Typography in Web Design

Back 30

1. No long lines
2. Web fonts are important
3. Use serifs fonts if required print out

Front 31

Portability in Web Design

Back 31

1. Have responsive web design that "fit" all electronic devices
2. Give people smth to takeaway with them --> strengthen the relationship with customers
Ex. free app, mobile website, downloadable PDF

Front 32

Speed in Web Design

Back 32

Technically cannot load by more than 2secs

Front 33

Content in Web Design

Back 33

1. Post relevant content
2. Update regularly
3. Use Web Content Management System

Front 34

Golden Rectangle Rule:

Back 34

Size and proportion of content should be congruent with website --> should be easy to scan

Front 35

Accessibility in Web Design

Back 35

1. Quality HTML --> Should work on any device and browser
2. Help in enhancing SEO

Front 36

Interaction in Web Design

Back 36

Let visitors participate through feedback/review/comments

Front 37

What is call to actions?

Back 37

Image or text that attract a person to perform some type of behavior
Goal is to drive traffic to landing page where more information is given in order for lead to final conversion

Front 38

Tips for CTA placement:

Back 38

1. Make it clear
2. Make it stand out - use contrast and designing tips
3. Action oriented - "Click here to download free trial"
4. Give reason to click on CTA
5. Keep it above the fold
6. Use social proof to your advantage (customer portfolio, figures, rankings)
7. Every page should include CTA

Front 39

Misconceptions on Site Design

Back 39

1. People read --> Follow F-form
2. More choices and features are better
3. Icons enhance usability
4. Stock photos make website look more professional
5. Design has to be original
6. All pages need to be accessible within 3 clicks

Front 40

How can we execute direct emails campaign?

Back 40

1. Know current market segments
2. Get more information to target more finely (i.e with advertising on social media)
3. Implement targeted messaging: relevancy is a key (know what each group of customers want to hear from us), cross-selling opportunities, keep customers engaged (competition, events)
4. Measure: ROI, CTR (use MailChimp)

Front 41

Types of Emails:

Back 41

1. Email Newsletter (preferably monthly)
2. Dedicated Email
3. Transactional Email

Front 42

Adv. & Disadv. of Email Newsletter?

Back 42

Adv.: good for building brand equity, drive website traffic, keep people reminded
Disadv.: diluted call to action, more complicated design

Front 43

Adv. of Dedicated Email?

Back 43

Adv.: easier to build, focus on call to action, fast to measure

Front 44

Steps in setting up an email:

Back 44

1. Determine the Goal
2. Form name & email address
3. Subject Line should be a hook
4. Email Body
5. Send the email
6. Listen and respond
7. Measure

Front 45

How to determine the goal in setting up email?

Back 45

1. Have specific goals (give information, increase subscription rate/event attendance)
2. Prioritize the goals for relevancy
3. Set expectations: what will they expect from us when opt-in for email/mobile alerts
4. Privacy non-disclosure statement

Front 46

Rules in forming name & email address:

Back 46

1. Email address should be personalized (bcoker@...)
2. Avoid noreply@, sales@...

Front 47

Rule in Subject Line:

Back 47

1. Short and to the point
2. Give good reason to open the email

Front 48

Rules in Email Body:

Back 48

1. Include only information to achieve your goal
2. Have 3-4 links to your landing page
3. Choose between HTML email (more visual richness) and Plain text email (more likely to be seen as non-spam)
4. Address receiver by name
5. Have signature
6. Must have "Unsubscribe" link
4.

Front 49

Death traps in email marketing:

Back 49

1. Misspelled or wrong name
2. Obvious fake emails with inconsistent spaces and caps
3. Pushy/spammy subject line

Front 50

What to include in Modular Design email?

Back 50

1. Forward for a friend
2. Incentives
3. Offer to connect
4. Consistency (look like a landing page, no surprises)
5. Call to action (for each module)
6. Modular
7. Demand triggered (based on previous behaviors)
8. Segmented offers
9. Share buttons
10. Opt-out

Front 51

What is A/B testing?

Back 51

A business-hypothesis-testing experiment. Version A vs version B --> measure to see what works better
Can test everything in the email: call to action (font, size, color), headline/product description...

Front 52

Rules in listen and respond:

Back 52

1. Make sure someone can respond (not from noreply, unless it is automated confirmation)
2. Don't take too long to respond

Front 53

Metrics for email marketing:

Back 53

1. Bounce rate (soft/hard)
2. Delivery rate
3. CTR
4. Sharing
5. Conversion rate
6. Revenue per email
7. Open rate (with loaded picture)
8. Unsubscribe rate

Use MailChimp!

Front 54

Good practice in Email marketing:

Back 54

1. Regular maintenance: cleaning/update customers' information
2. Double opt-in
3. Offer good reason to join your list
4. A/B testing

Front 55

Australian Law Regulation:

Back 55

1. All commercial electronic messages must be sent with express or inferred consent of the recipient
2. Must have accurate information about sender
3. Have function to unsubscribe

Some organizations are exempt: governmental bodies, charities, religious organizations...

Front 56

Mobile Marketing Opportunities:

Back 56

1. Everyone is on mobile - 24/7
2. Phone is used in all stages of purchase decision process
3. Reduce targeting error --> no one shares their phone
4. Know their phone number --> send private targeted messaging
5. Location awareness

Front 57

Advantages of Responsive Design:

Back 57

1. Website looks like app
2. Can be use on non-smartphone
3. Less costly than app
4. Easier to update (don't need Apple/Google approval)
5. Can make use of SEO

Front 58

Advantages of native mobile apps:

Back 58

1. Greater personalisation
2. Faster data transfer
3. Can access information on your phone

Front 59

Rules for mobile design:

Back 59

Design based on customers' goals of using website/app (get information, search for address, check price...)
1. Keep simple
2. Don't use flash
3. Update regularly
4. Test on multiple device
5. Install redirect sniffer
6. Heavy branding
7. Inbound link with SMS campaigns

Front 60

Steps in developing personas:

Back 60

1. Background information
2. Demographics
3. Identifiers
4. Goals
5. Challenges
6. How we can help
7. Real quotes on problems they have
8. Common objections
9. Marketing message
10. Elevator pitch

Front 61

Steps in organizing content:

Back 61

1. Content audit: date, type of content (webminar, social media...), topic, metrics to measure and persona
2. Match content to purchase decision process (awareness --> search --> evaluate --> transact)

Front 62

Topics of content:

Back 62

1. How-to content
2. Save time/energy (evergreens)
3. News articles
4. Repurposed - content is used but transformed into different type (from webminar to social media)
5. Original research

Front 63

How to get people to talk about?

Back 63

1. Ask question
2. Being controversial
3. Original content

Front 64

How to develop a schedule?

Back 64

1. Find out what your target audience is interested in
2. Develop a plan - spreadsheet/content audit
3. Measure and evaluate: likes/comments/retweets/mentioned/follows/pins...

Front 65

Types of Internet Advertising:

Back 65

1. Pay per click (PPC): pay when click on ad
2. Sponsorship ads: pay website to display ad that redirect or pay affiliate to talk about your brand
3. Online directories
4. Pop-ups
5. Interstitial adverts - modern pop-up, advertisement prior entering the website
6. Unicast ads - TV commercial runs in browser

Front 66

Keywords match types:

Back 66

1. Exact match
2. Phrase match
3. Broad match
4. Negative match: don't show under this keywords

Front 67

Metrics:

Back 67

1. Impressions
2. Spend: cost of campaign
3. Conversion
4. CPA - cost per each acquisition
5. CTR - % of impressions turn into clicks
6. CPC

Front 68

Types of Internet Marketing:

Back 68

1. Demographics
2. Context
3. Behavioural
4. Retargeting

Front 69

Advantages of social media:

Back 69

1. Cheap for reaching more people
2. Increase trust and build relationship
3. Great research/measurement tool
4. Enhance customer service: cheap and prompt
5. Improve internal communications

Front 70

Why people visit LinkedIn?

Back 70

1. Network - build connection
2. Learn - stay on top of industry trends and become an "expert"
3. Research products and competitors
4. Explore employment opportunity

Front 71

How to maximise relevancy?

Back 71

1. Post targeted contents/updates (use targeting specs of social media vehicle)
2. Monitor viewers searching behavior/analyze customers' feedback/comments to set up FAQs
3. Have a clear business description including keywords search terms to maximize SEO
4. Include employees in targeted updates

Front 72

List 5 steps of setting up Social Media channel:

Back 72

1. Establish presence
2. Attract followers
3. Engage followers
4. Amplify
5. Analyze and refine

Front 73

Attract followers:

Back 73

1. Leverage existing communities: get employees to like/follow, have social media address
2. Have share/like/follow button in all communication
3. Give them reason to follow/ offer value --> Have giveaways, sweepstakes, contest
4. Tap into existing customer base

Front 74

Engage followers:

Back 74

1. Post interesting and relevant updates
2. Be authentic and no hard sell
3. Keep it brief and punchy
4. Targeted contents/updates
5. Encourage staffs to participate in posting

Front 75

Advantages of FB:

Back 75

1. Finely segmented
2. Provide fast customer support
3. Raise awareness through engagement
4. Create traffic to your website
5. Allow to be creative with visual contents

Front 76

Advantages of Twitter:

Back 76

1. Improve customer service
2. Keep customers in touch with trends
3. Track competitors activities/their problems

Front 77

Advantages of LinkedIn:

Back 77

1. Industry/market/professionally segmented
2. Request recommendation as a form of social proof
3. Reach influential people in the industry

Front 78

7 components of Google's ranking algorithm:

Back 78

1. Authority of subject
2. Link popularity to specific page
3. Anchor text of external links to the page
4. On-page keywords usage
5. Registration + Hosting data
6. Traffic + CTR data
7. Social media buzz

Front 79

How to set Authority of subject:

Back 79

1. Keywords in body text
2. Keywords in internal links
3. Keywords in external links (anchor text)
4. # and quality of backlinks
5. Image count and keywords in alt

Front 80

How to improve on-page technology:

Back 80

1. Clear, simple and logical structure
2. No orphans page
3. Site speed
4. Breadcrumb navigation
5. Have neat URL
6. Include keywords in URL and domain

Front 81

How Search engine work:

Back 81

1, Spider crawls the web to find new pages/documents --> can tell Google how often you want spider to visit
2. Spider codes/updates your page/document into database
3. Use PageRank algorithm to decide where should it be placed in the search

Front 82

Philosophy of PageRank:

Back 82

Rank page based on probability that a person randomly surfing the Internet will find a given page
Importance is measured based on popularity