Digital Marketing: Online, Social, and Mobile

Flashcards covering key vocabulary and concepts from the 'Digital Marketing: Online, Social, and Mobile' lecture, including the 4E framework, 7C framework, social media engagement, and influencer marketing.

Digital marketing

Marketing that encompasses online, social, and mobile platforms.

4E framework of digital marketing

A framework guiding digital marketing activities: Excite, Educate, Experience, and Engage customers.

Excite customers

The first 'E' in the 4E framework, involving using digital offers to generate interest in products or services.

Educate customers

The second 'E' in the 4E framework, focusing on teaching customers about the value and benefits of an offering.

Experience products or services

The third 'E' in the 4E framework, which relates to offering experience-based information through digital means, like product recommendations.

Engage with the firm's digital marketing activities

The fourth 'E' in the 4E framework, encouraging customers to interact with the firm's products, services, and social networks.

7C Online Marketing Framework

Seven critical elements marketers must consider for online marketing strategy and website/blog design: Core Goals, Contextual Elements, Content, Community, Communication, Commerce, and Connection.

SMART goal

A marketing goal that is Specific, Measurable, Achievable, Relevant, and Time-bound.

Contextual Elements

Design elements of a website or blog, such as consistent color, font, and easy navigation, that align with the target market.

Content (digital marketing)

Text, graphics, video, and audio used in digital marketing that must align with the target market and positioning, often using keywords for organic search.

Organic search

Search results that are not paid advertisements, influenced by appropriate keyword usage.

Community (digital marketing)

The element of online marketing that allows customers to interact with each other and the firm, often through blogs and microblogs.

Blog (weblog)

An online journal or informational website, which can be personal, professional, or corporate.

Microblog

A short-form blog, such as X (formerly Twitter), used for brief updates and interactions.

Communication (digital marketing)

Mechanisms for customers to communicate with the firm, including live chat, instant message, telephone, or email.

Live chat

Real-time, human-agent-assisted communication with customers online.

Chatbot

Automated programs designed to simulate human conversation, often used for simple tasks and FAQs.

Commerce (digital marketing)

Providing customers with a range of online purchase options, such as website or mobile app purchases.

Connection (digital marketing)

Fostering continuous and positive interaction and engagement between customers and the firm.

The Wheel of Social Media Engagement

A model illustrating five key effects that drive customer engagement with social media: Information, Connected, Network, Dynamic, and Timeliness.

Information Effect

The aspect of social media engagement where information about a firm and its brands is generated and circulated.

Connected Effect

The ability of social media to satisfy humans' innate need to connect with other people.

Network Effect

The potential for social media to spread news and information instantaneously and globally.

Dynamic Effect

The exchange of information through back-and-forth communications among network participants on social media.

Timeliness Effect

The characteristic of social media to deal with current issues, requiring firms to engage with customers at the right place and time.

Social Media Engagement Process

A three-step process for firms to engage customers through social media: Listen, Analyze, and Do.

Sentiment analysis

The process of analyzing social media comments to determine consumer attitudes, preferences, and emotions (positive, negative, neutral, angry, happy, etc.).

Influencer marketing

A marketing strategy that uses opinion leaders popular on social media to promote brand messages to a targeted audience.

Relevance (influencer marketing)

The alignment between an influencer's audience/content and the brand's message/target market.

Reach (influencer marketing)

The percentage of a target population exposed to a marketing communication from an influencer at least once.

Response (influencer marketing)

How followers engage with an influencer's message and respond in ways that benefit the brand.

Return (ROI) (influencer marketing)

The return on investment achieved from influencer marketing efforts.