Stukent Digital Marketing Certification

• Marketing

Creating, communicating, delivering, and exchanging value through products or services.

• Digital Marketing

Promotion using digital channels like social media, email, and websites.

• Inbound Marketing

Marketing strategy that attracts users by providing value (e.g., blogs, free tools).

• Outbound Marketing

Marketing that pushes content out to broad audiences (e.g., cold emails, TV ads).

• Target Audience

A specific group of consumers most likely to want your product or service.

• Buyer Persona

A fictional profile that represents your ideal customer.

• Customer Journey Mapping

A visualization of a customer's interactions with your brand.

• Call to Action (CTA)

A prompt encouraging the audience to take a specific action (e.g., “Buy now”).

• Messaging

The tone, voice, and language a brand uses to communicate.

• Data-Driven Decision Making

Using analytics and metrics to guide marketing strategies.

• Lead

A person who shows interest in your product/service.

• 4 P’s of Marketing

Product, Price, Place, Promotion – core components of a marketing strategy.

• One-to-Many Marketing

Broadcasting a message to a broad audience (e.g., TV ads, boosted posts).

• One-to-One Marketing

Personalized communication with individuals (e.g., email marketing).

• SEO (Search Engine Optimization)

Techniques used to improve visibility on search engines.

• Dot-Com Bubble

A 1997–2001 surge and crash in internet-based businesses.

• Platform

A digital space used to create and distribute content (e.g., Instagram, LinkedIn).

• ROI (Return on Investment)

A measure of profitability. Formula

• KPI (Key Performance Indicator)

A measurable value showing success in achieving objectives.

• Reach

Number of unique users who have seen your content.

• Cross-Promotion

Promoting content across multiple platforms or brands.

• 80/20 Rule

80% value-driven content, 20% promotional content.

• Evergreen Content

Content that stays relevant over time.

• Social Media Audit

Evaluation of your brand’s social media presence and performance.

• Artificial Intelligence (AI)

Tech that simulates human intelligence, used in personalization and automation.

• Influencer Marketing

Partnering with influencers to promote products or services.

• Demographics

Audience characteristics such as age, gender, and income.

• Brand Awareness

How familiar consumers are with your brand.

• Customer Advocacy

When happy customers promote a brand to others.

• Referral Traffic

Visitors that come to your website from another source (e.g., social media).

• Bounce Rate

The % of users who leave a site without taking action. Formula

• Engagement Rate

Interactions (likes, comments, shares) divided by total reach or followers.

• User-Generated Content (UGC)

Content created by customers, not the brand. Builds trust.

• Meta Platforms

Parent company of Facebook, Instagram, WhatsApp, and Oculus.

• Core Audience

Facebook users targeted using demographics, interests, and behaviors.

• Lookalike Audience

Users similar to your current customers.

• Relevance Score

Facebook’s old metric for how well your ad matches your audience (now ad quality ranking).

• Unicorn Content

Extremely successful, viral content.

• Organic Content

Unpaid posts that reach users through engagement and shares.

• Carousel Ads

Facebook ad format with multiple images/videos in one post.

• Collection Ads

Ads that let people browse a product catalog within the platform.

• Instagram Ads

Paid content including Stories, Reels, Explore, and Feed ads.

• Shoppable Posts

Instagram posts that allow users to purchase products directly.

• Advertising Campaign

A coordinated marketing effort with goals, targeting, and a set timeframe.

• Social Proof

Psychological phenomenon where people copy others’ actions – often driven by likes, reviews, or UGC.

• Promoted Tweet

A paid tweet shown to users who don’t follow your account.

• Promoted Account

Paid method to increase your followers.

• Promoted Trend

A paid hashtag to appear in Twitter's trending section.

• Follower Ad

Twitter ad format to grow your followers.

• Micro-Blogging

Posting short, real-time updates (Twitter’s original format).

• Skippable Ads

Ads that users can skip after a few seconds.

• Non-Skippable Ads

Ads that must be watched before content plays.

• Bumper Ads

6-second non-skippable ads.

• Overlay Ads

Text/banner ads that appear on top of videos.

• Watch Time

Total minutes people have watched your content — key for YouTube’s algorithm.

• Clickbait

Misleading titles/thumbnails used to gain views.

• Black Hat Marketing

Unethical tactics like fake reviews or bots.

• Snapchat Ads Manager

Tool for creating and managing Snapchat campaigns.

• Snap Ads

Full-screen video ads shown between stories.

• Story Ads

Ad content in Discover feed, appearing as tiles.

• Filters

Static overlays users can add to Snaps.

• Lenses

Augmented reality (AR) overlays that move and respond to facial motion.

• Takeover Marketing

An influencer or guest temporarily runs a brand’s account.

TikTok (History)

Launched in 2016 by ByteDance, TikTok merged with Musical.ly in 2018 and rapidly gained popularity due to its short-form video content.

TikTok Demographics

Primarily used by Gen Z and younger Millennials, with a high percentage of users under 30.

TikTok Monetization

Brands use TikTok for paid ads (In-Feed Ads, TopView, Branded Hashtag Challenges) and influencer partnerships to promote products.

Paid Social Media Advertising

Marketing content that a company pays to promote (e.g., Facebook Ads, Instagram Sponsored Posts).

Organic Content

Content posted without paid promotion (e.g., a brand’s regular Instagram post).

Influencer Marketing

A strategy where brands partner with influencers to promote products to their followers.

Lead Time

The time between starting a marketing campaign and seeing results or launching the content.

Exact Targeting

Delivering ads to specific audiences based on data (e.g., age, interests, location).

Conversion

When a user takes a desired action (e.g., purchasing, signing up, downloading).

CPC (Cost Per Click)

Advertising cost calculated by the number of clicks on an ad. CPC = Total Ad Cost ÷ Number of Clicks.

CPM (Cost Per Mille)

The cost per 1,000 impressions. CPM = (Total Ad Cost ÷ Impressions) × 1,000.

Analytics

The systematic analysis of data to evaluate performance.

Social Media Analytics

The process of measuring, analyzing, and interpreting social media data to improve marketing strategies.

Social Media Monitoring

Tracking conversations, mentions, and engagement across platforms.

Brand Mentions

Instances where a brand is named or tagged; important for reputation and reach.

Engagement Metrics

Likes, shares, comments, clicks—used to measure interaction.

Social Media Analytics Plan

A strategy outlining how data is collected, analyzed, and used to make marketing decisions.

Curated Content

Content sourced from third parties but shared by a brand to provide value or support their message.

Social Media Audit

A review of a brand’s social media presence; steps include assessing performance, identifying gaps, and creating improvement strategies.

Paid vs. Organic Marketing

Paid reaches wider audiences quickly but costs money; organic builds trust over time but is slower.

SMART Goal

Specific, Measurable, Achievable, Relevant, Time-bound goals used to guide strategy.

Social Media Marketing Strategy

A plan for achieving marketing goals via social platforms, guiding content and engagement efforts.

Infographics

Visual representations of information, used to communicate data quickly and clearly.

Brand Voice

The unique personality and tone a brand uses across all communication.

Marketing Metrics

Quantitative data (e.g., reach, engagement rate) used to measure success.

SWOT

Stands for Strengths, Weaknesses, Opportunities, and Threats.

Purpose of SWOT

Helps businesses assess internal and external factors to guide strategy and growth.

Social Media Marketing vs. Digital Marketing

Social media marketing is a subset of digital marketing, which includes email, SEO, paid search, etc.

White Space

Unexplored or underutilized areas in the market, presenting opportunities.

Social Proof

Validation of a brand based on peer influence, reviews, or endorsements.

Keyword

A word or phrase users search for; critical in search marketing.

Keyword Research

The process of finding relevant search terms to optimize content for SEO.

SEO (Search Engine Optimization)

Optimizing content to rank higher on search engines.

Content Marketing

A strategy using valuable, relevant content to attract and retain customers. Forms include blogs, videos, social posts, podcasts, etc.