Flashcards in A: The Digital Advertising Ecosystem Deck (23)
What is the traditional consumer buying funnel?
What is the new consumer decision journey?
What is the definition of owned media?
A channel a brand controls
What is paid media?
Brand pays to leverage a channel
What is earned media?
When customers become the channnel
Give an example of owned media.
What's the role of owned media?
Build long term relationships with existing potential customers and earn media
What's a benefit of owned media?
What are the challenges of owned media?
Company communication not trusted
Takes time to scale
Give an example of paid media
What is the role of paid media?
Shift from foundation to a catalyst that feeds owned and creates earned media
What are the benefits of paid media?
What are some challenges of paid media?
Declining response rates
What are some examples of earned media?
What is the role of earned media?
Listen and respond-is often the result of well-executed owned and paid media
What are the benefits of earned media?
Key role in most sales
Transparent and lives on
What are challenges of earned media?
Can be negative
Hard to measure
Who is buying media?
These four elements are part of what consumer journey?
Consumer buying funnel
How does SEO differ from SEM?
SEO is organic, SEM is paid
What are generally accepted as the best optimization tool to add to a banner flight to maximize unique reach?
Frequency cap (limits duplications by limiting the amount of times an individual sees an ad).
There are 14 million emails successfully delivered to W 35-54. The open rate is 20% and the CTR is 20%. How many people landed on brand.com?