GENERAL

Frage	Antworten
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.

Zusammenfassung der Ressource

	Erstellt von tania queuche vor mehr als 4 Jahre