Digital Marketing and Analytics

A comprehensive set of flashcards covering key concepts and terms related to digital marketing and analytics, including definitions and explanations of various techniques, frameworks, and ethical considerations.

Digital Marketing

Professional marketing practices specifically applied to the electronic environment, encompassing planning and implementing activities across the web, internet, and telecommunications technologies.

Interactivity

The capability that allows consumers to engage deeply with companies without direct human interaction, such as managing bank accounts or configuring products online.

Profiling

The practice of actively gathering information about potential and current customers to learn about them before they make a purchase.

Owned Media

Digital assets that a company controls, like its website or mobile app.

Earned Media

Publicity gained through promotional efforts other than paid media, including customer reviews, shares, and mentions.

Viral Marketing

Marketing strategies that leverage social networks to spread advertisements via earned media, relying on consumer recommendations.

Search Engine Optimization (SEO)

The practice of tailoring a website so that search engines rank it higher organically, which is becoming less effective as users become more savvy.

Cost Per Click (CPC)

A metric that measures the total cost of an ad divided by the number of clicks, used to assess ad spending efficiency.

Customer Relationship Management (CRM)

The use of data to manage the customer journey and improve relationships to enhance customer retention and drive growth.

Data Governance

The management of data quality, security, and strategy to ensure it's treated as a valuable asset.

Attribution Modeling

The method of assigning credit to various marketing touchpoints that contribute to a sale or conversion.

Ethical Considerations in Marketing

The responsibility to protect consumer data privacy, maintain honesty in advertising, and address issues related to online fraud and spam.

Privacy Concerns

The apprehensions surrounding how personal data collected through digital tools is used and protected.

Machine Learning in Marketing

The use of algorithms that learn patterns from data to make predictions about customer behavior and tailor marketing messages.