digital marketing final exam

Macro-Environment

The external factors that affect digital marketing and are largely outside an organization's control, including political, economic, social, technological, environmental, and legal (PESTEL) factors.

Micro-Environment

The factors closer to an organization that influence its digital marketing, including the organization, suppliers, intermediaries, competitors, publics, and customers.

Community Marketing

Connecting, engaging, and building relationships with consumers through communities such as blogs, forums, webcasts, and social channels.

Soft Email Bounce

A temporary failure to deliver an email, often caused by a full recipient inbox or a temporary delivery problem.

Organic Results

Unpaid or natural search engine results that appear based on relevance and other ranking factors rather than paid advertising.

Metaverse

Persistent, interconnected digital environments where users can interact through avatars and immersive digital experiences.

Website Conversion Rate

The percentage of website visitors who complete a desired action, such as making a purchase or signing up.

Voice Search

Using spoken words to search for information through voice-enabled devices and digital assistants.

On-Site SEO

Optimizing elements within an organization's website, including keywords, page structure, images, content, and loading speed, to improve search engine visibility.

Allure Strategies

One of Sachdev's 7 A's of digital marketing; strategies that attract, fascinate, and entice consumers through creative content, attractive design, storytelling, and relevant information.

Viral

Content such as an image, video, or information that spreads rapidly online as people share it with others.

Crawlers

Automated software used by search engines to discover websites, follow links, scan web pages, and identify updated content for indexing.

SEM (Search Engine Marketing)

Using paid search advertising to increase a website's visibility in search engine results and attract targeted traffic.

Immersive Storytelling

Using technologies such as virtual reality to create engaging experiences that help consumers connect more deeply with a brand or story.

Subscriptions

A payment model in which consumers pay recurring fees, usually monthly or annually, for continued access to a product, service, app, or digital content.

Algorithm

A set of rules and calculations used by search engines to evaluate and rank content in search results.

App Store Rankings

The positions mobile apps receive in app store search results or ranking lists based on factors such as downloads, keywords, engagement, ratings, and reviews.

In-App Advertising (IAA)

Paid advertisements displayed within mobile applications to reach users while they are using an app.

Micro-Influencers

Influencers with relatively smaller audiences who focus on specific interests or niches and may generate strong engagement and consumer trust.

SMO (Social Media Optimization)

Optimizing social media content, profiles, keywords, hashtags, titles, and images to improve visibility and reach within social platforms.

Dead Links

Inactive or broken hyperlinks that no longer lead to the intended webpage or destination.

Drip Campaigns

Automated email campaigns that send a planned series of messages to consumers, often based on their previous actions or behavior.

Hard Email Bounce

A permanent failure to deliver an email, often caused by an invalid, nonexistent, or incorrect email address.

Bid

The maximum amount an advertiser is willing to pay for a click or other advertising action in a paid search advertising auction.

GEO (Generative Engine Optimization)

Optimizing digital content so generative AI tools can find, understand, and reference a brand or its information in AI-generated answers.

Open Rate

The percentage of delivered marketing emails that recipients open.

Scrollytelling

A digital storytelling technique in which text, images, graphics, or animations change or appear as users scroll through a webpage.

Off-Site SEO (Off-Page SEO)

Improving search engine visibility through activities outside an organization's website, such as earning quality backlinks and building external credibility.

Sitemap Page

A consumer-facing webpage that lists and links to important pages on an organization's website to help visitors navigate the site.

Spam Complaints

Complaints consumers submit to email providers or government agencies when they consider an email unwanted, unsolicited, or junk.

Geo-Texting

Sending text messages to consumers based on their geographic location.

CPM (Cost Per Mille)

An advertising pricing model in which an advertiser pays for every 1,000 impressions of an advertisement.

Digital Credibility

The trust consumers place in a brand in an online environment, influenced by factors such as reviews, ratings, reputation, and communication.

Digital Visibility

How easily consumers can find and recognize a brand across digital channels, including search engines, websites, and social media.

Brand Sentiment

The positive, negative, or neutral feelings and opinions consumers express about a brand online.

NPS (Net Promoter Score)

A measure of customer loyalty calculated by subtracting the percentage of detractors from the percentage of promoters. Promoters score 9–10, passives 7–8, and detractors 0–6.

GEM (Generative Engine Marketing)

Paid marketing activities designed to increase a brand's visibility or promotional presence within generative AI tools and AI-powered search experiences.

Click-Through Rate (CTR)

The percentage of impressions that result in clicks, calculated by dividing clicks by impressions and multiplying by 100.

Click-to-Call

A website or mobile feature that automatically dials a phone number when a consumer clicks a button or link.

CPV (Cost Per View)

An advertising pricing model in which an advertiser pays when a video advertisement receives a qualifying view.

FTC Act (Federal Trade Commission Act)

A 1914 federal law that prohibits unfair methods of competition and unfair or deceptive acts or practices in commerce, enforced by the FTC.

INFORM Consumers Act

A 2023 federal law requiring online marketplaces to collect, verify, and disclose certain information about high-volume third-party sellers to help protect consumers from fraudulent and unsafe sales.

Lanham Act

A 1946 federal law that protects trademarks and provides legal remedies against certain false or misleading advertising claims.

Digital Millennium Copyright Act (DMCA)

A 1998 federal law that provides copyright protections in digital environments, including protections against certain unauthorized uses and distribution of copyrighted material.