Digital Marketing - D098

digital marketing

marketing activities that use electronic devices or the internet to connect with customers

marketing concept

a philosophy that companies should understand needs of customers and make decisions to satisfy those needs

search engine marketing (SEM)

internet-based marketing associated with the researching, submitting, and positioning of a website within search engines to achieve maximum visibility

search engine optimization (SEO)

process of increasing the quality and quantity of website traffic by increasing the visibility of a website or web page to users of a web search engine

outbound marketing (push marketing)

one-way marketing activities initiated by the company that send messages out to consumers

inbound marketing (pull marketing)

two-way marketing activities that attract and pull consumers through different stages of the sales funnel

permission marketing

when consumers request and agree to receive specific topic or content messages once or over a period of time

key performance indicators (KPIs)

measurable items that indicate the progress an organization is making toward its business objectives

cause-related marketing

marketing activities that have the dual purpose of increasing profitability and improving society

user-generated content (UGC)

any form of content that is created by an online user (images, video, text, audio, etc.)

behavioral targeting

the range of technologies and techniques used by marketers to increase the effectiveness of marketing activities by capturing consumer data

individual marketing

individualized messages and offerings targeted to specific customers based on data analysis

local marketing

marketing activities for a specific geographic area

integrated marketing campaigns (IMC)

immersive and targeted communication with customers to help move them through the various stage of the buying process

omnichannel integration

a cohesive, seamless brand experience for the consumer through marketing content that is optimized for each channel and device

marketing ethics

the moral principles that guide decision-making and strategy within the marketing function

cookies

data stored on a user's computer by the web browser

third-party data

data collected from a variety of sources with no direct connection with the data source

first-party data

data collected by a company about consumers and can include online and offline info

second-party data

data collected by another source as first-party data and sold

content marketing

a marketing specialization that involves the creation and sharing of meaningful info (through stories, blogs, videos, and social media posts) designed to raise interest in a company's products or services in a pull motion

social media marketing

the use of online applications, networks, blogs, wikis, and other collaborative media for communicating brand messaging, conducting marketing, public relations, and lead generation

digital advertising

advertising on the internet that could be found anywhere toy access the web; online advertising

marketing automation

use of software and technology to automate marketing tasks, enabling sales and marketing functions to perform more effectively and create more personalized experiences for customers at scale

retention-based emails

part of an effective marketing strategy designed to help customers understand the value of a product, prompt engagement, and reduce churn rate

promotional emails

marketing emails with an immediate conversion goal for the recipient, such as making a purchase or downloading content

call to action

a piece of content intended to induce a viewer, reader, or listener to perform a specific act , typically taking the form of an instruction or directive (e.g. buy now or click here)

touch point

any way a consumer can interact with a business, whether it be person-to-person, through a website or app, or any form of communication

clickthrough

a click on a link or advertisement that leads to a website

impressions

instances where an advertisement is displayed to consumers

conversion

when a potential customer performs a desired act

TOFU

top of sales funnel, focused on bringing the customer through awareness

MOFU

middle of sales funnel, focused on nurturing customers to move them through awareness and interest into desire and action

BOFU

bottom of sales funnel, focused on the consumer buying the product/service

white paper

authoritative report to inform readers about a specific topic used to promote a product or service

buyer personas

generalized representations of a company's target customers, their key concerns, and buying decision criteria

affiliate programs

performance-based programs where a business awards partners for their own marketing efforts in driving business to a website

attribution

assigning credit for a sale to a particular touchpoint

single-touch attribution

attribution model that gives credit for the sale to one specific marketing activity

first-touch attribution

attribution model giving credit for a sale to the first marketing activity the buyer engaged with before the purchase

last-touch attribution

attribution model giving credit for a sale to the last marketing activity the buyer engaged with before the purchase

multipoint attribution

attribution model that evaluates all touchpoints a consumer engaged with leading to a purchase

paid search

any search process where results are dictated by payment from advertisers

social media search

behavior of retrieving and searching on a social searching engine that mainly searches user-generated content such as videos and images related search queries on social media

brand differentiation

means by which your brand is set apart from the competition, by associating a superior performing aspect of your brand

thought leadership

trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know how to show and replicate their success

4-1-1 rule

general guideline businesses can use to manage how they share their own content and other peoples' content and how they engage on social media; suggests that you should post four pieces of new content, one repost, and one self-serving post

attention scarcity

consumers attention that is divided because of multiple pieces of info available

thematic content

a common topic or category that is explicit and implicit in the message meaning

backlinks

a link pointing to one website from another website

branding

various types of distinguishing attributes and features that identifies one product or service from another

brand voice persona

feeling that is conveyed by content

brand voice tone

the sound of the content that is communicated

brand voice language

the choice of words for the content that is communicated

thought leader

a person, an organization, or a publication regarded as an authoritative source of new ideas or intellectual trends

brand style guides

rulebooks that explain how an organization presents itself through its logo, font and color selections, photography, and much more

content calendars

shareable resources that teams can use to plan all content activity and visualize how content is distributed throughout the year

workflow maps

consists of an orchestrated and repeatable pattern of activity, enabled by the systematic organization of resources into processes that transform materials, provide services, or process info

customer persona maps

a detailed customer analysis that provides profile info to create more personalized strategies that positively impact the customer experience

content strategy document

formal written document of a firm's content marketing goals, targeted audiences, and marketing activities

gating

a use of a form that requires info to be filled in before content is viewable

audience analytics

a process of analyzing behaviors of a specific group of users

heat map

a graphical representation of data where the individual values contained in a matrix are represented as colors

customer buying journey

an active research process a buyer goes through leading up to a purchase before becoming a customer

social media

interactive computer-mediated technologies that facilitate the creation and sharing of info, ideas, career interests, and other forms of expression via virtual communities and networks

viral effect

use of social networks to spread info about a product, service, or idea to others

virality

tendency of an image, video, or piece of info to be circulated rapidly and widely from one internet user to another

social media presence

a person's level of engagement on social media accounts including frequency of posts and type of content posted

consumer touchpoints

all the points at which brands interact with consumers

digital touchpoints

all the points at which brands interact with consumers via online and mobile interactions

paid media

placement of paid content or advertising

owned media

content that is created by and within the control of the author

earned media

content that is publicly gained from another person

mention

an act of referencing a user in an online post

reach

total number of people who see a certain post due to both organic updates and paid promotion

crisis management

a process an organization deals with disruptive and unexpected events that can negatively impact a business

social monitoring

an act of monitoring social media for info relevant to a business

social listening

a process of monitoring social media platforms for brand mentions and customer feedback to use data to gain insights

viral marketing

encourages sharing info via various platforms to promote a product, service, or event rapidly to as many people as possible

blogs

a web log on a regularly updated website or web page, typically run by an individual or small group, that is written in an informal or conversational style

vlog

a video log on a personal website or social media account where a person regularly posts shirt videos

microblog

a social media site to which a user makes short, frequent posts

influencer marketing

form of social media marketing involving endorsements and product placements from people who have large social networks

affiliate influencers

influencers that promote products to their social networks and receive compensation based on the number of products they sell

brand advocacy

loyal and satisfied customers that support and organically promote a company or brand

share of voice (SOV)

a brand's (or group of brands') advertising weight, expressed as a percentage or a defined total market or market segment in a given time period. SOV advertising is usually defined in terms of expenditure, ratings, pages, poster sites, and so on

social media strategy

a written document on how social media channels will be used to achieve results

social tool matrix

a social media model that organizes tools and platforms, and assigns values and direction based on the purpose of the social media content being published

social viral spiral

social media model that provides guidance for what, when, where, and how to post social media content, and with an emphasis on timing and speed

brand awareness

degree to which customers are able to recall or recognize a brand or product

native advertising

advertisements that match the look, feel, and function of the media channel

monitoring

tracking conversations people have about a brand or business

metrics

measuring the impact a brand is having by tabulating visits, tweets, registrations, and so on

long-form content

marketing content that is generally more that 2,000 words

short-form content

marketing content that is generally less than 1,000 words

seasonal content

content that is created for short-term usage or tied to a specific theme, fad, or trend

sentiment measurement

a measurement of the emotion of customer engagement

amplification measurement

determines the rate at which followers share content

semantic analysis

linguistical analysis that focuses on phrases, clauses, sentences, and paragraphs

organic search

rankings based on search engine algorithms for relevancy and authority (not paid advertisements)