Digital Marketing Midterm

ROI (Return on Investment)

The ratio of cost to profit. Digital marketing strategy should consider ROI and its measurement to optimize tactics and performance

First Question in Marketing Strategy

key questions to guide the creation of a digital marketing strategy. A vital question to ask is, "Why are we doing any of this? What goal, purpose, or outcome are we looking for?"

KPI (Key Performance Indicators)

Metrics used to indicate whether tactics are performing well and meeting objectives... they relate closely to goals and answer the question: What data do we need to look at to see if goals are being completed?

Customer Experience Map

A visual representation of the customers’ flow from beginning to end of the purchase experience, including their needs, wants, expectations, and overall experience

Personas

A detailed description of a fictional person to help a brand visualize a segment of its target market

User-Experience Maps

It maps the touchpoints they expect from your brand

Social Proof

A psychological concept where people assume the actions of others reflect correct behavior. In digital marketing, this includes customer reviews, testimonials, influencer endorsements, and social media shares to build credibility and encourage conversions.

Segmentation

The process of breaking an overall audience or target market into smaller groups based on specific commonalities for more accurate targeting... Improved customer segmentation can include CLV (customer lifetime value) analysis, advanced customer profiles, and customer prioritization

Dynamic Data

Data that updates in real-time or near real-time, often used in personalized marketing. Examples include live pricing updates, personalized content recommendations, and adaptive email campaigns that change based on user behavior.

Consumer-Centric Brand

Placing the customer at the center of an organization’s business planning and execution

Sentiment Analysis

The systematic analysis of subjective materials, such as survey responses or social media posts, in order to determine the attitude and intended emotional communication of the customer

Qualitative Data

Data that can be observed but not measured and deals with descriptions

Quantitative Data

Data that can be measured or defined and deals with numbers

Primary Research

The collection of data to present a new set of findings from original research

Secondary Research

The collection of existing research data

Navigation

How a web user interacts with the user interface to navigate through a website

Responsive Design

A design approach that enables a website display to change depending on the size of the viewport or screen, regardless of the device on which it is displayed

Sitemap

A page that links to every other page in the website and displays these links organized according to the information hierarchy

User Interface

The sources do not contain a definition of User Interface

Alt Text

is a short, descriptive text added to images on websites to provide context when the image cannot be displayed. It is primarily used for:

• Accessibility – Helps visually impaired users understand images through screen readers.

• SEO – Search engines use it to understand image content, improving website ranking.

• Backup Text – Displays when an image fails to load due to slow internet or technical issues.

Common Page Elements

Items that appear on every page of a website

Landing Page

The page a user reaches when clicking on a paid or organic search engine listing

Hyperlink

A clickable link that directs users to another webpage, document, or resource. In digital marketing, hyperlinks are used for SEO, content marketing, and driving traffic to landing pages or products.

Search Engine Optimization (SEO)

The practice that aims to improve a website’s ranking for specific keywords in the search engines

Black Hat SEO

The sources do not contain a definition of Black Hat SEO

Steps in Keyword Research

Keyword research requires thought, research, and insight, using readily available tools to grow and refine a list of keywords. Four things to consider when choosing a keyword are:

◦ Crucial implementation of keywords used by target audiences.

◦ Websites need to appear when potential customers are searching for them.

◦ Understanding search psychology.

◦ Putting together the right mix of keywords to target.

Call to Action (CTA)

A phrase written to motivate the reader to take action

Best Voice for Writing on the Web

The ideal tone and style for online content, which is typically clear, concise, engaging, and conversational. Web writing should be scannable, use active voice, and be optimized for SEO and user experience.

Digital Measures of Online Copywriting Success

You can use impressions, time on page, and bounce rate to see whether copy is keeping people interested and on-site

Bluetooth and Wi-Fi

Wireless communication technologies. Bluetooth is used for short-range connections (e.g., beacons, wearable tech), while WiFi enables internet access. Marketers use them for location-based marketing, personalized in-store experiences, and seamless digital interactions.

SMS (Short Message Service)

Electronic messages sent on a cellular network

Reasons to Create a Mobile App

Mobile apps enhance customer engagement, provide a personalized user experience, enable push notifications for promotions, support loyalty programs, and improve accessibility to products/services. They also provide valuable customer data and insights.

Cross Channel Commerce

Strategic maximization of customer relationships beyond the initial engagement channel

Customer Reviews in eCommerce

Research indicates that customers like to read reviews of a product or service prior to making a purchase

Ways to Measure eCommerce Success

Metrics that enable the optimization of spend for paid campaigns and strategy optimizations for earned and owned campaigns

Lagging Indicators

Older data that gives information on how a brand performed in the past

Methods to Improve Research Response Rates

Strategies include keeping surveys short and engaging, offering incentives, ensuring mobile-friendliness, personalizing outreach, sending follow-up reminders, and choosing the right timing for distribution.