Marketing 4

Digital Marketing

Marketing products using digital media- email, websites, search engines and social media

Social Media Marketing

Using social media apps and platforms to establish relationships with customers, marketing products.

Paid Media

Publicity through advertising

Owned Media

Publicity through a brand-controlled source

Earned Media

Publicity through PR and other editorial influences.

First Moment of Truth (FMOT)

First seeing a product; how do we appeal to consumers

Second Moment of Truth (SMOT)

When the consumer buys the product and uses it

Zero Moment of Truth (ZMOT)

Consumer uses the internet to begin learning about a potential purchase; happens online, in real time, any time of the dat, consumer is in charge, its emotional and many participants help in the search process.

Search Engine Optimization (SEO)

Getting more traffic to the website based on higher, organic rankings ins search engines.

Search Engine Marketing (SEM)

Generating traffic to websites through search engines using paid ads

Search Engines

Software searching for info online

Paid Listing

Purchased links on a search-results page in the search engine

Social Media Influencer

Has a loyal following online; brands may use if the base of followers represents one of the brand’s key target markets.

Social Media Monitoring (Also called Social Listening)

The process of identifying and assessing what’s been said about a company, individual product, or brand on the internet.

Content Marketing

Focussing on creating and distributing valuable, relevant, consistent content to attract and retain consumers who will purchase products if they find the information useful

User-Generated Content

Created by fans and followers of the brand

Branded Content

Content developed and owned by the brand itself

Expert Content/Earned Media

Credible, unbiased, 3rd party articles, reviews, PR

Blog

Online journal for people or firms

White Paper

Report that educates consumers on a complex issue

E-Mail Marketing

Highly targeted, personalized, relationship-building email messages; spam

Webinars

Good for B2B market; Deliver content to help before the sale

Virtual Trade Shows

Used by many B2B organizations to reach larger audiences, reduce expenses and monitor engagement

Video Marketing

Posting digital videos on websites or social media

Infographics

Shareable, easy-to-read, fun content

Live Streaming

Broadcasting real-time, live video footage

Ephemeral Content

Disappearing content (like snapchat)

Emoji

Small digital icons that express ideas based on emotions in digital communication

Location-Based Marketing

Creating targeted ads that are accurate to a users location, delivered on their mobile device.

Search Engine Rankings

The higher your site ranks on search engines, the better. More conversations, clicks, leads.

Organic Traffic

The number of visits to your site by someone who has found your site by using a search engine

Cost Per Click (CPC)

For paid search campaigns, its important to track how much it costs for each click

Trafic Sources

First visit metrics track how people are finding your website (ie Via organic search, paid advertisements, or social media.)

Site Speed

How fast your app or website loads, fast speeds make consumers happy.

Bounce Rate

Percentage of website visitors that exit a website after viewing just a single page

Engagement

Typically assessed based on average time on a website or pages per visit

Lead Conversion Rate

Tells you how many of your website visitors turn into sales leads (they buy your product)

Open Rate

Calculates the percentage of individual recipients who will open an email message

Click Through Rate

Measures how many recipients have clicked on the links within an email

Content Downloads

Keeping track of the number of times a piece of content is downloaded form a website or social media platform offers insights into the topics of your audiences find most relevant

Brand Reach

Helps markers understand the # and types of people who are viewing and interacting with social content

Brand Mentions

One of the easiest metrics to measure, ppl tend to talk about things they love or hate

Share Of Voices

Helps evaluate how conversations about their brand compare with conversations about its competitors

Brand Engagement

Seeks to answer how are people participating in the conversation about your brand, do they share or tweet?

Brand Sentiment and Sentiment Analysis

Examines the positivity or negative feelings (attitudes, emotions and opinions) behind the words using natural language processing tools)

Brand

The name, term, symbol, design, pro any combination of these to identify and differentiate a firm’s products.

Brand Loyalty

A customer’s allegiance to a brand, shown through repeat purchases; occurs with customer satisfaction and is crucial for long term success and profit.

Brand Recognition

The degree to which people can identify the brand

Brand Marks

Symbol, color, designs, etc that express the brand non-verbally.

Brand Image

Unique set of associations the target market makes with a brand; it signifies what what the brand stands for in the minds of others.

Free Association (Qual)

Asking consumers what comes to mind when they think about the brand

Projective Techniques (Qual)

Tools used to uncover true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves.

Brand Recognition

Lets marketers see if consumers can identify brands they’ve seen and distinguish between those brands they have not been exposed to

Brand Recall

The consumers ability to identify a brand under a variety of circumstances.

Customer Lifetime Value

The total amount a customer will spend throughout the entire relationship wit a brand or company

Brand Extension

Process of broadening the use of the current brand to include new products; could be in the same or a new product category

Cannibalization

When new product sales take away from existing products rather than generating new revenue and profit

Brand Revitalization/Rebranding

Recapturing lost sources of brand equity and establishing new sources; must rebuild trust with consumers

Co-Branding

2 or more companies are on a single product to capitalize on the brand equity of each brand

Private Label Brands

Also known as store brands, developed by a retailer and only sold by that retailer; sales are increasing, particularly with millennials.

Manufacturer Brands

Managed and owned by the manufacturer; controls the message and marketing strategy