Digital Marketing Exam 3

Chapters 8, 9, and 10

bounce (email)

emails that are sent out by the company but do not reach the destination in-box

hard bounce

indicates the email address is fake

soft bounce

typically indicates that the email inbox is full

broadcast emails

emails that go out at timed intervals to all or part of a company’s email list

customer relationship management (CRM)

a company’s efforts to manage its interactions with current and potential customers

email marketing

any emails sent to a list of customers or potential customers with the purpose of increasing the purchase propensity of the recipients

email segmentation

targeting subsets of the email list with content that is believed to match their interests

list building

the process of obtaining or cultivating a list of email addresses

marketing automation

software that allows a company to automate and optimize digital marketing efforts across multiple channels

non-opening

when a member of an email list has not opened a company’s email in several months and that email should be removed from the list

spam

unsolicited email messages, often from disreputable commercial enterprises, sent to a list of email addresses obtained through unethical methods

spam filters

software that utilizes highly sophisticated methods for blocking emails coming from companies using illicit email marketing practices

subject line

the portion of the email that states the email’s content

co-created content

content created as the result of a collaboration between two or more content creators

curated content

content that is compiled from external sources and repurposed

customer loyalty

the propensity of past customers to make repeated purchases in the future

earned media

any publicity a company received from unpaid promotional efforts

original content

any content that was created by, and is original to, the company

owned media

company-controlled web properties, such as a website or social media profile

paid media

content that companies pay to have featured on another website, typically ads

social listening

when companies analyze the data produced by all customer conversations on social media surrounding a brand to gain insights into customers’ thoughts and sentiments about that company

social media style guide

an internal brand resource used to ensure that its social media content is consistent with the way the company wishes to be perceived

social reputation management

participation by a company social media account to increase positive content about the company and mitigate negative social media content content about the company

user-generated content

content created by platform users that is then hosted on the platform for consumption by other users

utilitarian value

direct monetary or product benefits that can be gained by internet users in conjunction with seeing a social media post

audience targeting

advertisers can advertise to a specific list of potential customers; similar to audience targeting on Facebook or X

board

a collection of pins (or posts) on Pinterest

click

a click is counted each time a searcher clicks on a social media ad

cost per engagement (CPE)

a charge accrued whenever a user clicks/taps on a Pinterest pin to expand it, or when a user pins that pin to his/her own board

duet

a unique feature of TikTok, which allows creators to use the sound from other videos in a split-screen video that showcases new content alongside original content

dynamic retargeting ads

a type of retargeting ad whose content changes to match the content viewed on the website by each other

hashtags

any word or phrase beginning with the “#” sign, designed to make certain groups of posts more easily searchable

image ad

the most basic ad format on Facebook, consisting of an image, caption, and a call-to-action button

influencer marketing

the use of influencers to post content promoting a product or service to the influencer’s following

instant experience

a function unique to Facebook that allows advertisers to take users to a landing page within the Facebook app

interest targeting

selecting internet users to show ads to based on what they’ve shown interest in (i.e. hobbies, events, etc); it is used on the Google ad network and on most social media platforms

lookalike audience

an audience profile constructed from a company’s custom audience profile representing the type of person who typically purchases from that specific company

pin

on Pinterest, a bookmark of sorts with shortcuts to desired content across the internet

quick promote

an advertising function on the social platform X (formerly Twitter) that only requires the advertiser to specify the post to be promoted and the budget

reel

a 90-second or shorter video that plays in full screen on Instagram and Facebook

shop

a feature that enables Instagram users to browse products and in some cases purchase those products directly on Instagram

shop the look pin

Pinterest pins that allow businesses to tag products visible in a pin so that users can investigate the product, investigate similar products, and purchase it directly on the Pinterest app; commonly referred to as Collections pins

snap

a message sent on Snapchat that disappears from the recipient’s application after 10 seconds

snap ad

a snap ad is a full-screen vertical video that appears on snapchat between stories or between snap within a story; the video can last as long as 10 seconds

sponsored InMail

an ad type unique to LinkedIn that allows advertisers to send messages to targeted users’ InMail (LinkedIn’s native email)

story

a group of pictures and videos that users can view one after another in succession, thus providing an opportunity for longer-form content; used on Snapchat, Instagram, and Facebook

stories ads

a full-screen ad on instagram that features a call to action activated by swiping up from the bottom of the screen