WGU D098 Digital Marketing Diagram | Quizlet

Marketing

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Digital Marketing

Marketing activities that use electronic devices or the internet to connect with customers.

Creating

The process of collaborating with suppliers and customers to create offerings that have value

Communicating

Broadly, describing those offerings, as well as learning from customers

Delivering

Getting those offerings to the consumer in a way that optimizes value

Exchanging

Trading value for those offerings

The Marketing Concept

A philosophy underlying all that marketers do, requires that marketers seek to satisfy customer wants and needs.

Value Era

A time when companies emphasize creating value for customers.

Remarketing

Targeting advertisements to consumers who previously visited a website when they engage with other online sites or locations.

Search Engine Marketing (SEM)

Internet-based marketing associated with the researching, submitting, and positioning of a website within search engines to achieve maximum visibility.

Search Engine Optimization (SEO)

Process of increasing the quality and quantity of website traffic by increasing the visibility of a website or web page to users of a web search engine.

Banner Ads

Form of online advertising that entails embedding an advertisement into a web page to attract traffic to a website by linking to the website of the advertiser.

Email Marketing

Sending a group of prospective, existing, or former customers an electronic commercial message, typically in the form of advertisements, requesting business, or soliciting sales or donations, with the intention to build loyalty, trust, or brand awareness.

The Four Ps (marketing mix)

Product, Price, Place, Promotion

Newsgroups

Online messaging system for users to post messages.

Rich branded content

Which characteristic of anchor text improves a website's search engine ranking?

Inbound Marketing

Two-way marketing activities that attract and pull consumers through different stages of the sales funnel.

Outbound Marketing

One-way marketing activities initiated by the company that send messages out to consumers.

Precise segmentation, targeting, and customization

The high degree of interactivity and the large amount of data from digital marketing activities provide the benefit of precisely targeted customers and companies to customize marketing efforts directly to a precisely defined target market.

Key Performance Indicators (KPIs)

A KPI is something measurable that indicates the progress an organization is making toward its business objectives.

App-Completion Rate

Number of people who start filling out an application compared to those who submitted the application.

Social-Share Rate

A social media engagement measurement of the number of people who shared a post compared to those who viewed the post.

Interconnectivity

The movement to connection in technology, relationships, and brands in a whole host of areas—from communications and computing to attitudes toward family and community.

Cause-Related Marketing

Marketing activities that have the dual purpose of increasing profitability and improving society.

User-Generated Content

Any form of content that is created by an online user--examples include images, videos, text, and audio. Typically created by loyal customers and can then be repurposed and redistributed with the audience of the organization.

Behavioral Targeting

A range of technologies and techniques used by digital marketers that allow them to increase the effectiveness of their campaigns by capturing and analyzing consumer data.

Individual Marketing

Individualized messages and offerings targeted to specific customers based on data analysis.

Local Marketing

Marketing activities for a specific geographic area

Integrated Marketing Campaigns (IMC)

Immersive and targeted communication with customers to help move them through the various stages of the buying process

Omnichannel Integration

A cohesive, seamless brand experience for the consumer through marketing content that is optimized for each channel and device

Business Ethics

A branch of philosophy that involves the concept of right and wrong conduct within a business setting

Marketing Ethics

The moral principles that guide decision-making and strategy within the marketing function

Cookies

Data stored on a user's computer by the web browser

Malware

Software designed to disrupt or damage a computer system

Third-Party Data

Data collected from a variety of sources with no direct connection with the data source

First-Party Data

Data collected directly by a company about consumers and can include online and offline information

Second-Party Data

Data collected by another source as first-party data and sold

Social Media Marketing

The use of online applications, networks, blogs, wikis, and other collaborative media for communicating brand messaging, conducting marketing, public relations, and lead generation

Digital Advertising

Paid advertising on the internet that could be found anywhere you access the web, also known as online advertising

Technical optimization

Which digital marketing technique attempts to make a website's structure easier to navigate for search engines?

Retention-Based Emails

Part of an effective email marketing strategy designed to help customers understand the value of a product, prompt engagement, and reduce churn rate

Promotional Emails

Marketing emails with an immediate conversion goal for the recipient, such as making a purchase or downloading content

Creating buzz

Developing and publishing messages (in a variety of formats, e.g., text, video, and images) that are disseminated via user-to-user contact

Fostering community

Building ways for fans to engage with one another about a shared interest in a brand, product, or service

Facilitating two-way communication

Promoting and encouraging user participation, feedback, and dialogue

Pop-up

A user downloads a free game to a smartphone. Before the game begins, a digital message from the game company appears across the bottom of the screen promoting the game's new features. The user can exit this message. Which type of content is this user receiving?

Common Short Codes (CSCs)

Phone numbers (short ones, as the name implies) to which users can send a text message from a mobile phone, usually to get something in return.

Short Message Service (SMS)

Supports messages of about 160 characters in length, though it is possible to string several messages together to send longer messages.

Digital Marketing Strategist

Develops, oversees, and inspires digital strategies with the aim of achieving marketing goals through the use of digital tools and technologies

AMA

American Marketing Association

Integrated Marketing Communication (IMC)

Use of consistent communications across various channels that are intended to reinforce each other

Call to Action

A piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive (e.g., buy now or click here)

Touchpoint

Any way a consumer can interact with a business, whether it be person-to-person, through a website, an app, or any form of communication

Digital advertising

A marketing department purchases space on a number of websites to promote its products, to generate awareness for the product line, and to increase recognition for the organization.

Which digital marketing specialization is represented by this work?

Conversion

When a potential customer performs a desired action

USSD

Communications protocol consisting of short messages up to 182 alphanumeric characters, sometimes called Quick Codes or Feature Codes

Push Notifications

Small message used by an application to bring information to users' attention, such as a special offer from a vendor

Custom Apps.

A mobile application unique to a particular company or brand

AIDA

Awareness, Interest, Desire, Action

Buyer's Journey

The active investigative process engaged in by the potential customer, or buyer, prior to making a purchase.

Awareness

The potential buyer recognizes the existence of the problem or opportunity.

Consideration

The potential buyer has a clearly defined problem or opportunity and needs to understand and evaluate potential solutions (or even categories of solutions).

Decision

The potential buyer has identified and evaluated available options.

TOFU

Top of the sales funnel, focused on bringing the customer in through awareness

MOFU

Middle of the sales funnel, focused on nurturing customers to move them through awareness and interest into desire and action

BOFU

Bottom of the sales funnel, focused on the consumer buying the product or service

Node

A marketer is using the part of a decision tree that will note actions taken by a customer so the right message can be sent at the right time to that person. Which part of the decision tree is being used by this marketer?

Buyer Personas

Generalized representations of a company's target customers, their key concerns, and buying decision criteria

Affiliate Programs

Performance-based programs where a business awards partners for their own marketing efforts in driving business to a website

Search Advertising

The advertiser pays only when someone clicks on their advertisement or other action based on the bidding strategy used.

Online Advertising

Covers advertising in all areas of the internet—advertisements in emails, on social networks and mobile devices, and display advertisements on normal websites.

Affiliate Marketing

A system of reward whereby referrers are given a "finder's fee" for every referral they give.

Video Marketing

Creating video content. This can be either outright video advertising, or can be valuable, useful, content marketing.

Social Media Content

Media in the form of text, visuals, and audio, that can be shared online. It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer.

Attribution

Assigning credit for a sale to a particular touchpoint

Single-Touch Attribution

Attribution model that gives credit for the sale to one specific marketing activity

First-Touch Attribution

Attribution model giving credit for a sale to the first marketing activity the buyer engaged with before the purchase

Last-Touch Attribution

Attribution model giving credit for a sales to the last marketing activity the buyer engaged with before the purchase

Multipoint Attribution

Attribution model that evaluates all touchpoints a consumer engaged with leading to a purchase

Content Marketing

A marketing specialization that involves the creation and sharing of meaningful information (through stories, blogs, videos, and social media posts) designed to raise interest in a company's products or services in a pull motion

Content

Original, purposeful, and correctly optimized information that people and search engines are driven to read, view, and share.

Blog Posts

Most common form of content marketing, published on a website, and then shared on social media, once they are optimized using SEO

E-books

Comprehensive and in-depth resource of information on a certain subject for potential consumers; can provide a new source of credibility and thought leadership for the company responsible for the creation of this content.

Templates and worksheets

Used by organizations in online settings to help potential customers with certain issues, by saving them time and effort.

Infographics

Organize data in a visual manner, thus providing a more compelling and engaging opportunity to transmit information.

Videos

Possess the highest level of engagement and contagion on social media and other websites; can be used as a content marketing tactic to explain certain issues, demonstrate a product or service, or present a topic of interest to targeted audiences.

Podcasts

Represent prerecorded interviews and edited radio shows used to debate different topics of interest to a company's target audience; also used for lead generation, by asking listeners to subscribe for updates.

Guides

Help potential consumers with step-by-step instructions on achieving different goals and tasks.

Kits

Represent a collection of content with a common subject; can repurpose content that was already published and aggregate it under one offer.

Tip sheets and checklists

Provide guidance and concise tips or best practices for potential consumers looking to complete a particular task.

Webinars

Used by companies to gain more credibility among targeted consumers and usually compiled as a series to provide information on a certain subject; involve gathering expert and leaders in certain fields to share their ideas on the main topic.

White Paper

Authoritative report to inform readers about a specific topic used to promote a product or service. Similar to academic papers in their objective, authoritative, detailed, and informative presentation of research findings and reports; provide unbiased details on trends or evolution in a particular industry or area of business.

Case Studies

Provide potential consumers with an incentive to convert by sharing customer success stories that explain how their products or services helped a particular customer.

Survey and research reports

Results reflect on the perception of respondents on the state of an industry or to persuade potential customers about the features of a particular product or service.

Click-to-open rate

A marketing team is debating which rate to use to measure the performance of the content of an email message used in an email campaign. The team wants to determine the number of people who opened an email as compared to the number who clicked on something in the email. Which rate should be used by this marketing team?

Benefits of content marketing

Brand awareness, brand preference, brand reach

Opinion Leaders

Well-known individuals (or organizations) who have the ability to influence public opinion on the subject matter for which the opinion leader is known

Influencers

Persons with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media

"Not paid for" content

Created by an organization that wants to increase knowledge and engagement without selling content

"Paid for" content

Created by an organization that wants to sell digital content