Digital Marketing Associate

Flashcards on Building a Digital Market via Websites and Email

Online Research

Customers conduct online research before making a purchase decision.

Online Search

Customers search online for answers when they have a need or problem to solve.

Online Presence

Businesses can match customer searches with the right online presence.

Increase Conversion

Optimizing website content for searches.

Email Marketing

Provides one of the highest returns on investment of any digital channel.

Compelling Email Communications

Examine the key elements of compelling email communications.

Customer's Journey

Align email communications to your customer's journey.

Business Objectives

Achieve your business objectives through email communications.

Google Search

Consumers use it to understand problems and find solutions.

Search Engine

Find and return the best matches for a user's query.

Keywords and Content

Web pages should contain the keywords and content that people are looking for when they make a search.

Trustworthy Resource

Validating whether websites have the content that users are searching for.

Websites

They must be optimized for mobile so that users can easily navigate and move around the site using their smart phones

On-the-go Consumers

Consumers are on-the-go and require information and services from wherever they happen to be.

Mobile Searches

Mobile searches are easier and more accessible for consumers.

Mobile

Represents most consumers' main device for conducting searches.

Business Website

Fill customer needs.

Common Goals Website

Generating leads for your business and sales team, driving eCommerce sales.

Having a website

Saves time and reduces cost.

Visibility

Sites that provide links to your website will refer more customers.

Tracking

Provides a record of everything that happens on the site.

Convenience

Easier for customers to visit your website than to travel to your physical business.

Accessibility

An online site can be visited 24 hours a day, 7 days a week.

Website content

Provides text, images, videos, PDFs, or other media that can be absorbed by users.

Common Website Features

Blogs, home, about, contact pages, videos, white papers, eBooks, and podcasts.

Brochure website

Focused on providing information.

E-commerce website

Enables consumers to purchase products or services directly from the site without assistance from the business.

Dynamic website

Can provide customers with the opportunity to interact with the company and provide a more personalized experience.

Web application

Provides an end-to-end product or service.

Home page

Needs to get their attention and engage their curiosity to learn more.

About page

Tells customers more about the people behind your business.

Contact page

Gives customers the opportunity to reach out to a business in a variety of ways.

Landing page

Promoting a product or service.

Website's content and search terms must align with the keywords

List your business higher up than your competitors.

Search engines use algorithms

Detect if users are actually engaging in the content.

Search engine optimization or SEO

Optimizing the content and links to a well-functioning website.

Backlinks

Indicates trust for your website.

User experience

The overall experience of a person using a website.

Responsive design

Ensures your web pages automatically adapt to display well on all types of devices.

Improve the user experience

Add customer reviews and trust badges to your product pages.

SSL

A secure protocol developed for sending information securely over the Internet.

Product page

Always include a clear call-to-action that's designed to be easy to find, and catch the customer's attention.

Improve user experience

Collect data to let you analyze customer behavior on your site.

Hosting

A service that houses and serves website files.

Drives results

Relevant content, keywords, user experience design, and backlinks into a website.

Online customer journey

The overall path customers take toward purchasing.

Five important elements of customer

Awareness, interest, consideration, conversion, and retention.

Awareness

Recognition of the need or problem.

Interest

Product pages, blog posts or other content that pique the customer's interest.

Consideration

Relates to calls to action and links to social.

Conversion

Ensuring plentiful opportunities throughout the site.

Retention

Using elements, such as buttons, banners, and related content suggestions.

Navigation

The system of links that allow website visitors to move around the site.

Landing page

A webpage that users land on when they follow a link from search results or from a marketing campaign.

Call-to-action

A prompt on a web page that instructs the user to perform some action, like clicking a button or link.

Conversions

Success of getting visitors to successfully complete a call to action.

Macro conversions

The bigger final conversions that result in leads or to realized sales.

Micro conversions

The actions that people take before committing to filling out a form, becoming a lead or buying from your ecommerce site.

Bounce rate

The number of times people leave a website having just entered without clicking through to any other page.

Email marketing

A commercial channel used to deliver advertisements, offers, education.

Email Marketing

Plays an important role in forming strong relationships with customers as a way to support sales and referrals.

Newsletters

Offer interesting, relevant, and up-to-date information to its subscribers for their enjoyment.

Promotional email

Designed to move a potential customer toward conversion.

Re-engagement emails

Send a targeted message with the goal of rebuilding a relationship with a subscriber.

Email

Onboarding and welcome emails, order and purchase confirmation emails.

Obtaining consent

You must get permission from subscribers before sending commercial email messages.

Clear Purpose

Understand why you're sending an email and what result you hope to achieve.

Email Design

The subject line, the layout, and the calls-to-action.

Effective Email Marketing

Timing and frequency are also essential considerations for an effective email marketing campaign.

Non-commercial communications

Whether it is providing tips and advice, information about your company values, new initiatives and developments, or community information.

The most critical goal of email marketing

Getting noticed and opened in your recipient's inbox, and not having emails marked as spam.

Email

Delivers one of the most effective returns on investment of any channel.

Email offers

Good to excellent ROI.

Customers

Promotional emails monthly

Email

Key element of an overall strategy.

Email

Keeps your brand alive.

Email

Engage existing customers who know your brand and want to hear from you.

Email marketing

Greatest driver of customer retention.

Email automation

Allows businesses to send messages at designated times when they know customers are more likely to take specific actions.

Email funnels

Guide customers toward a desired action.

Three types of customers

New customer, existing customer, and evangelist customer.

Email campaigns

Offers significant benefits to the company and to the consumer.

Businesses can

Grow their sales and revenues faster.

Open rate

One of the most important metrics.

People click

Click-through rate.

Conversion rate

Your conversion rate tracks the percentage of users that you've managed to convert.

End their journey with your website

Unsubscribes.

Product offering

The core tangible product, plus its price options, plus any services offered.

Company's objectives

Gaining market share or maximizing profitability.

Distribution chain

The one closest to the customer – the retailer.

Key function of promotion

To build a brand's image in customers' minds.

Cost-plus pricing strategy

Under cost-plus, the price of the offering is the cost of producing, distributing, and selling the product, plus overhead expenses, plus the desired profit margin.

Penetration pricing

Setting a low price relative to similar available products, pricing for market penetration and growth helps an organization get a foothold or expand in a competitive market.

Value-based pricing

Maximize profits and increase market share at the same time.

Distribution channels

Transportation and storage, buying and selling, and support services like product maintenance.

Distribution strategy

The density of distribution, consider whether to employ horizontal or vertical integration, and decide how to best utilize online distribution where possible.

Intensive distribution strategy

High density – lots of place to buy.

Selective distribution strategy

The marketer uses only product outlets that provide high value.

Exclusive strategy

The number of sales outlets is limited to one or a select few.

Integration

Reduces costs, improve time to market, and get closer to customers.