Digital Marketing – Key Vocabulary

Vocabulary flashcards covering foundational terms and concepts from the digital marketing lecture, including strategy, metrics, channels, roles, and emerging technologies.

Marketing

The business function that creates value by developing, communicating, and delivering products or services that satisfy consumer needs.

Digital Marketing

Marketing activity that promotes products or services through digital channels (e.g., online ads, SEO, social media) to reach consumers where screen time is highest.

Screen Time

The amount of time consumers spend looking at digital screens; a driver of digital-first promotional strategies.

Content Marketing

A technique of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

Compelling Content

Digital material that entertains, educates, or benefits users, enhancing their lives and connection with a brand.

Social Media Marketing

Using social platforms to increase brand awareness, identify audiences, generate leads, and build customer relationships.

Search Engine Optimization (SEO)

The process of improving a website’s visibility in organic (non-paid) search engine results.

Paid Search

A form of SEO where advertisers bid on keywords so their sponsored listings appear at the top of search results.

Intent

The underlying goal or need a user has when performing an online search or action.

Cost Per Click (CPC)

Pricing model where advertisers pay each time a user clicks on an ad (Media Cost ÷ Clicks).

Cost Per Mille (CPM)

Advertising cost for one thousand impressions (Media Cost ÷ Impressions × 1,000).

Impression

A single instance of an ad being displayed to a user.

Conversion

A specific desired action (e.g., purchase, signup) completed after a user interacts with an ad.

Cost Per Action (CPA)

Media cost divided by the number of conversions achieved.

Influencer Marketing

Amplifying brand messages via independent content creators who already have engaged audiences.

Content Creator

An individual who produces digital material (video, audio, text, images) often used by brands to reach audiences authentically.

User Experience (UX)

The overall ease, efficiency, and satisfaction a person feels when interacting with a website or app.

Responsive Design

Design approach ensuring a consistent user experience across desktop, laptop, tablet, and mobile screens.

Internet of Things (IoT)

Network of connected devices (e.g., wearables) that collect and exchange data; presents new marketing touchpoints.

Blockchain

Decentralized digital ledger technology impacting areas like ad verification and data security in marketing.

Artificial Intelligence (AI)

Machines or software performing tasks that normally require human intelligence, used for personalization and predictive analytics in marketing.

Digital Footprint

The trail of data a consumer leaves online; critical for building brand identity and social proof.

Ratings and Reviews

User-generated evaluations of products or services that influence purchasing decisions and brand trust.

Google Analytics

A platform that tracks and reports website traffic, helping marketers measure success metrics.

Consumer Data Protection

Safeguarding personal information to maintain trust and comply with privacy regulations.

Digital Marketing Specialist

Professional who plans and executes online campaigns across channels such as SEO, social media, and email.

SEO Specialist

Expert focused on improving organic search rankings through keyword strategy, technical optimization, and content.

Social Media Manager

Professional responsible for creating, scheduling, and engaging content across social platforms.

UX Designer

Specialist who designs intuitive digital interfaces to enhance user satisfaction and conversion.

Data Scientist (Marketing)

Analyst who models consumer behavior and campaign performance using statistical and machine-learning techniques.

Promotion (4 Ps)

Marketing mix element focused on communicating value to consumers; core of advertising efforts.

Digital Advertising

Paid promotion of a brand, product, or service via online channels, distinguished by its promotional focus.

Social Listening

Monitoring social platforms to understand what is being said about a brand or industry.

Social Influencing

Sharing expertise on social media to position the brand as an authority in its domain.

Social Networking (Marketing)

Fostering online communities where users connect around shared interests related to the brand.

Social Selling

Directly selling products/services through social platforms’ commerce features.

Email Marketing

Sending targeted email messages to nurture relationships, drive conversions, and measure repeat user engagement.

Website Development

Creating and maintaining interconnected web pages that fulfill an organization’s strategic purpose online.

Marketing Mix

The set of controllable tactical tools (product, price, place, promotion) that a company combines to achieve marketing objectives.

Digital Content Amplification

Expanding a brand’s message reach through influencers, paid promotion, and user-generated content.

Bid (Keyword)

The amount an advertiser is willing to pay in an auction for their ad to appear for a given search term.