D377 Digital Marketing Terms

Micro - moment

intent-rich moment when a person turns to a device to act on a need to know, do, go, or buy

Multi-channel attribution

the ability track customers across every marketing channel use in your campaign

Inbound marketing

marketing activities that use content to attract visitors to a company or product website and convert them into prospects. this is the opposite of outbound marketing

A/B testing

a method comparing two versions of a webpage or product to determine which performs better.

Key Performance Indicators (KPI’s)

Metrics that accurately measure a marketing campaign’s success in meeting specified business goals

Content Marketing

a type of marketing that involves the creation and distribution of online material. this does not overly promote a brand but is instead intended to stimulate interest in its products or services

Social media

any online service that allows communication, networking, and content-sharing among two or more users

content calendar

a shareable resource used to plan and schedule all content-marketing activities

brand advocacy

the extent to which a social media influencer will promote or advocate for a particular brand, ranging from simple mention to creation of custom content for the brand and the impact of their recommendation on the purchasing decisions of their audience.

intent targeting

the practice of targeting different content to different users based on their current intentions, measured by a variety of intent signals, such as keywords used in search and actions taken on multiple online channelsand behaviors that indicate their readiness to engage or purchase.

social authority

measure of a users influence on twitter, based on the frequency with which the user is retweeted

online marketing funnel

a model that describes the customer journey from awareness to purchase, illustrating stages like engagement, consideration, decision, and retention.

fault tolerant

ability for a system to continue operating even when one of its components fails. ensures that no single node can bring down an entire system. It provides reliability and availability for critical systems.

AIDA

4 step behavioral model. Awareness, interest, desire, action

channel

describes the medium through which marketing messages are delivered, such as social media, email, or websites.

demographics

statistical data of populations, including age, gender, income, education, and more. Used in marketing to target specific audience segments effectively.

meme

piece of content that is copied frequently, often with slight variations for humorous effect, spreads rapidly across the internet

social media marketign

using social media to market an organization, its products, or services

conversion funnel

A model that represents the journey potential customers take from awareness to making a purchase decision, illustrating each stage of their engagement with a brand.

Search engine optimization

The process of increasing the quantity and quality of traffic to a website by using the organic, or free, search results on search engines

psychographics

the classification of people according to their attitudes, opinions, interests, and beliefs

content audit

analysis of all the content and information elements associated with a content marketing campaign

clickbait

a post to social media with a headline or tagline that is intended to be overly shocking or incredible, designed to induce viewers to click on it

metadata

data that provides information about other data, such as descriptions or keywords.

thought leadership

marketing method that seeks to position a company or brand as an invaluable expert and source of high-quality information about the major issues facing the industry

Brand engagement

the process of creating an emotional bond between an organization and its audience or customer base

Branded content

a form of native advertising in which the brand creates the content for the publisher

Ex: A data security services company writes an article on the benefits of encryption and then pays for it to appear in a computer science publication. The words “branded content” appear on the page

buycott

deliberately purchasing products or services or choosing organizations that the consumers feel speak to their values or ideologies

influencers

individuals that have significant influence on their audience and the distribution of information on social media because they are popular, powerful, or knowledgeable

native advertising

renting out another publisher’s content or publishing platform for the purpose of positioning a brand. the experience of engaging with this content is intended to feel similar

a brand might create a useful, informative infographic and then pay for it to appear on an industry website

political consumerism

consumers take to support brands and organizations that they believe uphold their ethical or political values.

promoted past

when an organization posts content to social media via its own account, but then pays the platform to promote that post to a larger audience

Ex: Facebook places a “recommended for you” post in your news feed. In this case, the organization has created and posted the content, but it pays the platform to expand the post’s audience

sponsored content

form of native advertising in which the publisher creates content that is paid for by the brand

Ex: Buzzfeed runs a sponsored article that has been created by its own team, and while Buzzfeed owns the content, and organization pays to be associated with it. The words sponsored post will appear on the page

Interface

“search box” on websites and apps. where people type in the keywords that you hope will have the highest ranking.

Short-tail keywords

generic, one-to-two word terms. it is wise to balance your efforts with more unique, niche-terms or long-tail keywords

Long-tail Keywords

three-to-five word phrases that are more specific than head words. tend to attract less traffic because they are not as popular as commonly used head terms. less competitive

Two basic types of linking are

Editorial - links that generate organically by sites linking back to your content

Acquired - links that are paid for or otherwise acquired via various distribution channels, including advertisements, directories, forum comments, and blog comments

The search process

1. Search Query: searcher thinks of a search they want to perform, then they type the keyword into the search engine

2. Web Server: upon receiving the query, the web server passes the search onto the index server

3. Index Server: the index server then retrieves the best documents related to the query. Then passes what it has found to the document server

4. Document server: using specialized algorithms, the document server looks for and retrieves the best matching documents and sends it onto the searcher

   1. Web User/ Searcher: either satisfied with the results that have returned or continue refining their search until they get the results they are looking for.

The purchase funnel

1. awareness: recognizes a problem or need, and performs a search for more information

2. Research: searcher will conduct research by reading online articles, newsletters, blog posts

3. Consideration: compares alternatives and which is the best choice

4. Purchase: Searcher has made up their mind and submit their payment information

   1. Post purchase Evaluation: provides feedback on the product based on their experience and if the product has value

General Bid Strategies

1. ROAS - used to measure the effectiveness of an ad campaign. Is my campaign profitable

2. ROI - return on investments answer does the return justify the investment to run the campaign

3. Profit - focus on profitability could use both ROAS and ROI. Marketer can see how an ad campaign affects overall profits of the organization and how it performs by itself. Idea is to optimize how many conversions are made at a lower cost per acquisition

   1. Revenue per click - Allows marketers to better plan their CPC strategy and bid more effectively. (lower cost and still generating traffic that converts more often)

Searchers Intent

1. Informational - the searcher has a strong need for information, get a sense of what they need. Account for 80% of searches

2. Navigational - intent is to locate a specific website, account for 10% of all search queries

3. Transactional - involve locating a website in order to conduct some type of transaction, making a purchase, downloading material. Account for 10% of all search queries

Attributes of KPI

1. Instantly useful and readily understood - must provide insights that can be acted upon quickly

2. Relevant - different departments and organizations have their own unique objectives. Each require their own KPI to measure performance and improvement

3. Timely - results must be provided in a timely manner so decisions can be made and acted upon quickly

   1. Noncomplex - should be simple and easily communicated to others.