MRKT 453 Lecture Notes - Lecture 13: Ice Bucket Challenge, Search Engine Marketing, Adwords
26 May 2016
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Document Summary
E-commerce: a commercial activity that is done on a computer network. Click-through rate: the # of ppl who click on your ad compared to the number of times the ad is shown. T if you"ve got 1 click for 100 impressions (ie 100 eyeballs), then it"s a 1% click- through rate: digital marketing and web/internet marketing. Content marketing: when we buy an article in a newspaper or blog. Social media marketing/advertising: sponsored posts, sponsored video, etc. Display advertising/marketing: in-page banners, in-app banners, video display, digital/interactive board display, etc. Interactive: things that incentivize/stimulate ppl sharing it shareability. Eg. als ice bucket challenge: this makes ppl shoot videos and share them online to raise awareness of the organization. Different types of banners: jpeg/gpeg banners (just a plain picture that doesn"t move) don"t have a lot of click-throughs, but the html5 files (with moving images) will have higher click-through rates (0. 1% for videos t 1 in 1,000).
