Digital Marketing Strategy – Key Vocabulary

Vocabulary flashcards covering essential terms, concepts, metrics, and frameworks from the Digital Marketing Strategy lecture.

Digital Marketing

Promotion of products or services using digital channels.

Impression

Each time an ad is displayed on a screen, regardless of engagement.

Click-Through Rate (CTR)

Percentage of viewers who click a link after seeing it.

Conversion

Desired action taken by a visitor (purchase, registration, download, etc.).

Cost-Per-Click (CPC)

Advertising model where you pay a set fee for every ad click.

Search Marketing

Increasing a website’s visibility in search engines through paid or organic tactics.

Paid Search Marketing

Buying ads in search-engine sponsored listings; commonly Pay-Per-Click (PPC).

Organic Search

Non-paid search results achieved through SEO (Search Engine Optimization).

SEO (Search Engine Optimization)

Process of improving organic visibility on search-engine result pages.

SERP (Search Engine Results Page)

Page displayed by a search engine in response to a query.

PPC (Pay-Per-Click)

Advertising model where the advertiser pays each time an ad is clicked.

CPM (Cost Per Thousand)

Ad pricing model based on cost per 1,000 impressions.

Pay-Per-Call

Ad model where payment occurs when a phone call is generated.

Search Engine

Online tool that indexes and retrieves web content (e.g., Google, Bing).

Paid Media

Promotional content you pay for, such as ads and sponsored posts.

Owned Media

Content you fully control, like your website, blog, or email list.

Earned Media

Publicity gained through word-of-mouth, reviews, PR, or social shares.

Customer Journey

Path consumers take from awareness to post-purchase interactions.

Awareness Stage

Buyer stage where prospects first learn a brand exists.

Consideration Stage

Stage where prospects research and compare solutions.

Evaluation Stage

Phase where prospects weigh options and narrow choices.

Purchase Stage

Moment a prospect becomes a paying customer.

Post-Purchase Stage

Activities aimed at retention, loyalty, and advocacy after a sale.

Digital Marketing Channel

Vehicle used to deliver marketing messages online to an audience.

Search Marketing Channel

Use of search engines to reach prospects (paid or organic).

Social Media Marketing

Promoting offerings through social networks.

Email Marketing

Sending targeted, personalized emails to nurture leads or customers.

Content Marketing

Creating and distributing valuable content to attract and retain audiences.

Display Marketing

Banner and visual ads placed on websites, apps, or videos.

Paid Traffic

Visitors acquired through paid advertising channels.

Organic Traffic

Visitors arriving naturally via unpaid search or referrals.

Pros of Social Media Marketing

Precise targeting, affordability, scalability.

Cons of Social Media Marketing

Potentially lower lead quality, limited organic reach, intrusiveness.

Pros of Email Marketing

Lead nurturing, personalization, immediacy.

Cons of Email Marketing

List-building time, planning needs, deliverability issues.

Pros of Content Marketing

Builds expertise, generates leads, aids SEO.

Cons of Content Marketing

Time-consuming, requires promotion and resources.

Pros of Display Advertising

Brand building, audience targeting, varied ad formats.

Cons of Display Advertising

Pushy perception, ad blockers, low conversion rates.

Hub & Spoke Model

Website as a hub supported by content ‘spokes’ like blogs, social posts, emails.

Mission Statement

Short statement explaining why an organization exists.

Value Proposition

Promise of value delivered to a specific customer with differentiated benefits.

Market Research

Process of gathering insights about market needs, values, and channels.

Situational Analysis

Evaluation of internal and external factors affecting goal achievement.

SWOT Analysis

Framework assessing Strengths, Weaknesses, Opportunities, Threats.

Competitive Analysis

Researching competitors’ strategies, offerings, and market positions.

Target Audience

Group sharing traits such as age, interests, or behaviors you aim to reach.

Customer Persona

Fictional, detailed representation of an ideal customer segment.

First-Party Data

Information you collect directly from your own audience or customers.

Second-Party Data

Another organization’s first-party data shared through partnership.

Third-Party Data

Aggregated data purchased from external providers.

COMPaETE Framework

Competitive analysis model covering Current operators, Offering, Market share, Price, Expertise, Target, Employees.

Customer Acquisition Cost (CAC)

Total marketing and sales cost needed to acquire one new customer.

Customer Lifetime Value (CLTV)

Total revenue expected from a customer over the entire relationship.

SMART Goal

Objective that is Specific, Measurable, Achievable, Relevant, and Time-bound.

Goal (Marketing)

Broad, long-term desired result guiding strategy.

Objective (Marketing)

Specific, measurable actions required to achieve a goal.

Tactic

Concrete activity or method used to reach an objective.

Key Performance Indicator (KPI)

Numeric metric tracked to measure progress toward goals.

Measurement

Process of collecting data to assess campaign performance.

Optimization

Adjusting campaigns based on data to improve results.

Segmentation

Dividing an audience into groups with shared characteristics.

Personalization

Tailoring content or offers to individual preferences or behaviors.

Budget (Marketing)

Allocated financial resources for executing tactics.

Resources (Marketing)

Combination of budget, people, and technology needed for a campaign.

Data-Driven Marketing

Using analytics and insights to guide decisions and strategy.

Bounce Rate

Percentage of visitors who leave a site after viewing one page.

Impressions Share

Portion of eligible ad impressions actually served to users.

Retargeting (Remarketing)

Displaying ads to people who previously interacted with your site or content.

Ad Blocker

Software that prevents ads from displaying to users.

Keyword

Word or phrase users type into a search engine, targeted in search marketing.

Landing Page

Dedicated page users reach after clicking an ad or link, designed for conversion.

Call-To-Action (CTA)

Prompt encouraging users to take a specific action.

Lead Magnet

Free offer (e.g., ebook) exchanged for a visitor’s contact information.

Marketing Funnel

Visualization of stages converting prospects to customers.

A/B Testing

Comparing two versions of a web page or ad to see which performs better.

Conversion Rate

Percentage of visitors who complete a desired action.

Cost-Per-Lead (CPL)

Amount spent to generate a single lead.

Return on Marketing Spend (ROMS)

Revenue generated divided by marketing cost.

Net Promoter Score (NPS)

Metric measuring customer loyalty and likelihood to recommend.