Principles of Marketing Ch. 13

Blog

An online journal in which people or companies post their thoughts and other content.

Content marketing

A marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience.

Dashboards

A digital tool that provides data visualizations that enable marketing managers to assess performance over time across a range of relevant KPIs.

Digital marketing

The marketing of goods or services using digital mediums, such as e-mail, websites, search engines, and social media platforms.

Location-based marketing (LBM)

The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target’s location.

E-mail marketing

Highly targeted, personalized, relationship-building e-mail messages.

Fear of missing out (FOMO)

A feeling of isolation and concern about missing out on what is occurring in the world around us.

Informed consent

Permission granted in the knowledge of the possible consequences.

Location-based service

A social, entertainment, or information service that allows a company to reach and engage with its audience using tools and platforms that capture the geographic location of the audience.

Paid listings

Purchased links that typically appear either at the very top or upper right of a search results page.

Search engine marketing (SEM)

The process of generating website traffic by purchasing advertisements on search engines.

Search engine optimization (SEO)

Adjusting or rewriting website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

Search marketing

A form of Internet marketing that promotes websites by increasing their visibility in search engine results pages.

Sentiment analysis (opinion mining)

The analysis of the feelings (attitudes, emotions, and opinions) behind the words, using natural language processing tools.

Social media influencer

An individual who has gained popularity and trust among a growing audience of online followers by becoming an early adopter, innovator, or niche expert in a specific area of interest such as fashion, health, or technology.

Social media marketing

Marketing practice that uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms.

Social media monitoring (social listening)

The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet.

User-generated content

Content created by a brand’s fans and followers.

Video marketing

The posting of digital video content on brand website or social media sites such as YouTube, Facebook, and others.

White paper

A concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing body’s philosophy on the matter.

Zero moment of truth (ZMOT)

The moment when a customer uses a digital device to begin learning about a potential purchase.