CH17: DIGITAL MARKETING

Digital marketing

The use of technology-intensive platforms such as the internet, mobile networks and devices, and social media to engage directly with carefully targeted individual consumers, consumer communities, and businesses.

Digital consumer personas

Detailed, nuanced, and tangible representations of prototypical consumers to be targeted by the digital marketing campaign.

Consumer omni-channel navigation behavior

The consumer's use of multiple marketing channels, both digital and nondigital, across stages of the consumer buying decision process.

Online marketing

Marketing via the internet using company websites, online ads and promotions, email, online video, and blogs.

Marketing website

A website that engages consumers to move them closer to a direct purchase or other marketing outcome.

Brand community website

A website that presents brand-related content that engages consumers and creates a customer community around a brand.

Online advertising

Advertising such as display ads and search-related ads that appear while consumers are navigating websites or other digital platforms.

Online display ads

Digital ads that appear anywhere on an internet or mobile user's screen and are often related to the information being viewed.

Search-related advertising

Text- and image-based ads and links that appear atop or alongside search engine results on sites such as Google, Yahoo!, and Bing.

Email marketing

Sending targeted and personalized relationship-building or sales-promoting marketing messages via email.

Spam

Unsolicited, unwanted commercial email messages.

Viral marketing

The digital version of word-of-mouth marketing: videos, ads, and other marketing content that are so engaging and infectious that consumers will seek them out and pass them along to friends.

Blogs

Online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics.

Social media

Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content.

Metaverse

An immersive digital environment, often using virtual- or augmented-reality technology, where virtual avatars representing real people work, play, learn, socialize, shop, and generally communicate with one another.

Mobile marketing

Marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices.

Omni-channel marketing

Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.