Digital Marketing Final Study Guide

*Digital Marketing – Final Exam

Lecture:

Viral Marketing

* Network Effects

* Also called network externalities

* Metcalfe’s Law

* Put simply: the value of a network dramatically increases with every node that is added

* Using Memes in Marketing

* Viral Media marketing technique

* Defined as “an idea, behavior, or style that spreads from person to person within a culture”

* Memetics: attempts to apply conventional scientific methods to explain existing patterns and transmission of cultural ideas

* Why should marketers use memes?

* They are easy to create

* Free

* People feel in on the joke

* Makes your brand feel relevant and fresh

* K-Factor

* K = i * c

* i = number of invites sent by each customer

* c = percent conversion of each invite

* Taken from epidemiology

* K = 1 is steady state

* K > 1 is exponential increase

* K < 1 is exponential decrease

Digital Marketing Law & Ethics

* COPPA

* Children’s Online Privacy Protection Act of 1998

* Designed to let parents control which sites are able to collect information about their kids under 13

* Rules

* Most post privacy polices

* Provide parents with direct notice of the information practices

* Get verifiable consent from a parent or guardian before collecting personal information from children

* Penalties

* A court can hold operators who violate the Rule liable for civil penalties of up to $16,000 per violation

* CAN-SPAM

* Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003

* Covers all email, not just bulk email (spam)

* Rules

* Don’t use false or misleading header information

* Don’t use deceptive subject lines

* Identify the message as an ad

* Tell recipients where you’re...