Marketing Communications and Analytics

These flashcards cover key concepts and vocabulary associated with marketing communications and analytics, particularly focused on current digital strategies and the changing landscape of consumer engagement.

Integrated Marketing Communications (IMC)

A strategy to integrate and coordinate the company's various communication channels for consistency.

Consumer Experience Marketing

A strategy focused on enhancing customer interactions and experiences with a brand throughout their journey.

Customer Journey Mapping

A tool to visualize a customer's interactions and experiences with a brand over time.

Content Marketing

Creating and distributing valuable content to attract and retain a defined audience, driving profitable customer actions.

Inbound Marketing

A marketing strategy that attracts customers through relevant and helpful content and adds value at every stage.

Content Vision

A cohesive strategy for content that connects with consumers on an emotional level.

Earned Media

Content and publicity about a company that is created and published by third parties.

User-Generated Content (UGC)

Any content created by individuals rather than brands, often shared on social media.

Traditional Public Relations

Marketing tactics involving creating and placing newsworthy information to build relationships.

Paid Media

Marketing communications efforts that involve financial payment for placement.

Pay-Per-Click (PPC) Ads

Ads that appear at the top or bottom of search results and are marked as 'sponsored'.

Search Engine Optimization (SEO)

The process of optimizing web pages to improve visibility in search engine results.

On-Site SEO

Techniques to improve ranking by optimizing a website's pages and content.

Off-Site SEO

Techniques to improve visibility through external means, like link building.

EAT (Expertise, Authority, Trustworthiness)

A metric for assessing the credibility of a website in SEO context.

Search Engine Marketing (SEM)

The practice of paying for ads to appear in search engine results.

Conversion Funnel

A series of steps a potential customer takes toward making a purchase.

Key Performance Indicators (KPIs)

Metrics used to measure the success of marketing campaigns.

Social Media Marketing

Engaging consumers through various social media platforms to promote products.

Media Selection

The process of choosing the best method to reach marketing objectives.

Attribution Methods

Rules for assigning credit to different marketing efforts for a conversion.

Content Strategy

Planning for content creation and distribution to meet defined marketing goals.

Mobile Marketing

Engaging consumers through mobile platforms and devices.

Social Media Analytics

Metrics to assess the performance of social media campaigns.

Web Analytics

The measurement and analysis of web data to improve website performance.

Email Marketing Analytics

Metrics to evaluate the performance of email marketing campaigns.

Content Auditing

Evaluating existing content for quality, relevance, and effectiveness.

Customer Journey

The complete experience of a customer from awareness to purchase.

Ad Impressions

The number of times an ad is seen by users.

Return on Investment (ROI)

A measure used to evaluate the efficiency of an investment.

Click-Through Rate (CTR)

The percentage of people who click on an ad after seeing it.

Bounce Rate

The percentage of visitors who leave a website after viewing only one page.

Lead Generation

The process of attracting and converting prospects into potential customers.

Product Adaptation

Modifying a product to meet the preferences of a specific market.

Cohesive Marketing Strategy

An integrated approach ensuring all marketing efforts are unified and aligned.

Cross-Channel Marketing

Coordinating marketing efforts across multiple channels to create a comprehensive strategy.

Influencer Marketing

Collaborating with influential people to promote products or brands.

Measurement Tools

Software or methods used to track and analyze marketing performance.

Sustainability in Marketing

Practices that consider the environmental impact while promoting products.

Customer-Centric Approach

Focusing marketing strategies on meeting the needs and desires of consumers.

Social Responsibility in Marketing

Ethical practices that ensure marketing activities benefit society.

Virtual Voice Assistant

AI-enabled software like Amazon's Alexa that assists users through voice commands.

Global Marketing,

Marketing activities focused on reaching customers in multiple countries.

Communication Adaptation

Tailoring advertising messages to fit local markets.

Value-Delivering Actions

Actions taken by a brand to provide value to its customers.

Decentralized Media

Media platforms less controlled by advertisers, such as social media.

Advertising Weight

The extent of exposure an advertisement receives in the market.

Retargeting Campaigns

Advertising to consumers based on their previous interactions with content.

Consumer Journey Mapping

The creation of a visual representation of the steps a consumer takes from awareness to decision.

Brand Loyalty

The tendency of consumers to continue buying the same brand.