Digital Marketing

Traditional marketing

Offering value to customers

Digital marketing

Advertising delivered through digital channels

Interruption marketing

Pushes messages outward to grab attention regardless of audience consent

Inbound marketing

Pulls customers in organically, offering helpful content & solutions

See

Largest addressable qualified audience with no commercial intent

Think

People showing weak commercial intent who are actively considering options

Do

Smaller subset with strong commercial intent who are ready to purchase immediately

Care

Existing loyal customers who need ongoing engagement

Goal

Broad, long-term destination defines overall vision

Objective

Short-term step used to achieve goal

Tactic

Tool or approach used to meet objective

KPI

Metric or data piece to determine whether tactics are performing well & meeting objectives

Target

Value set for KPIs to reach within specific time period

User persona

Representation of ideal customer, based on real data

Brand Identity

Organizations want brand to be seen

Brand image

Consumer perception of brand based on experiences

Brand personality

Human traits & characteristics attributed to brand as part of identity

Brand essence

Soul/core/identity, meaning

Source

Company values & goals

Differences

Better than competition

Functions

Use & purpose

Gap

Discrepancy between aspects of essence & reality

Brand management

Create presence for brand to build customer relationships so consumers want to buy

PPC

Pay per click

Paid search ads

Sponsored; appear above organic results on SERP when user enters search term

SEM

Search engine marketing

Organic results

Results on SERP (search engine results page) that are not ads

SEO

Long game of ranking #1 in organic results for terms want to rank

Clicks

Number of times people click on ad

Impressions

Number of times ad is shown

CTR

Impressions/clicks

Display ads

Text, video, image, or interactive ads

CRO

Increasing % of web visitors who complete desired action

Broad match

Ads show on searches related to keyword

Phrase match

Ads show on searches including meaning of keyword

Exact match

Ads show on searches that are same meaning as keyword

CTA

Call to action

Content marketing

Providing value to audiences at all stages of funnel for position as thought leader

Open rate

% of emails opened

Total opens

Number of opens

Unique opens

% of subscribers who opened email

CTOR

Unique clicks/# of unique opens x 100