Makreting Final Chapter 16

Paid media

messages generated by a brand and communicated through a message channel the brand pays access

owned media

promotional messages generated by a brand communicated through a message channel that the brand directly controls

earned media

promotional messages not directly generated by the company or brand, but rather by third parties such as journalists or customers

user generated content

any type of communication created by customers for other customers

search engine optimization (SEO)

the process of designing a website so that it ranks high in a search engine’s unpaid results

pass along

occurs when one customer passes information on to one or more customers

branded services

valued services a brand provides that are not directly connected to a core product offering

white paper

authoritative report or guide that addreses important issues in an industry and offers solutions

case studies

success stories about how a company helped another customer

webinar

a live educational presentation where viewers can interact to ask questions and offer comments

landing page

customized web page that logically follows from clicking on an organic search result

blog

regularly updated website, usually managed by one person or a small group and written in an informal, conversational style

branded apps

sponsored software applications that benefit customers by providing entertainment

brand community

a group of customers joined around a paticular brand or common set of shared interests

referral program

offers a current customer an incentive for recommending a new customer to a business

bounce rate

measure of the percentage of visitors who only visit a single page in a website

marketing automation software

tracks individual customers’ behavior and triggers actions in a response to specific customer actions