Digital Marketing Chapter One Lecture Notes

PART ONE URL (Uniform Resource Locator), Webpage address Domain Name: part of the URL (everything before .com) IP Address (Internet Protocol) Cookie: enables a website to recognize a computer as a return visitor (as opposed to a firsttime visitor) Server-Side Programming language: the language that the server uses Client-Side Programming language: How your computer reads that information Transport layer security: How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)? Transport layer security encrypts sensitive information        Website objectives: Earn money through online sales Advertising Commissions Subscription Provide info to generate/support offline sales Support a cause Provide customer support Conversion: when someone bought something PART TWO Analyzing Success: 1. Traffic (visitors)  Direct  Unpaid Referral  Paid Referral  Unpaid Search traffic  Paid search traffic 2. Conversions: ( when someone buys something)  Purchase  Lead  Engagement  Account  Creation  Click-through 3. Revenue: (per conversion)      Direct Traffic: (amazon) Recognizable Brand Easy-to-remember URL Bookmarked Pages Mobile app Email marketing      Paid Referral Traffic (amazon) Banner Ad's Text Ad's Video Ad's Affiliates Link Purchases (NOT recommended)     Unpaid Referral Traffic: Email (most common) Social media Backlinks:  Search Engine Optimization (SEO) efforts  Interesting content required Search Traffic (amazon): Varies by keyword PART THREE     Conversions: (a purchase) Information layout is key to conversation on any site Most important product info at top ("above the fold")= before you scroll down Prominent "add to cart" button -> easy to access Easy-to-navigate checkout procedure Store profile info. (don’t want to have to pull the credit card out every purchase) ****FEWER STEPS LEAD TO A HIGHER CONVERSION RATE PART FOUR     Revenue: (creating a customer is expensive--increasing a customer spending is much easier) Add-on product recommendations Upgrades Product Reviews Highly rated products are more expensive