Digital Marketing Lecture Notes

Flashcards covering key terms and concepts in digital marketing.

Digital Marketing

The use of digital tools to convey promotional messages.

4Ps

Product, Placement, Price, Promotion - core marketing practices.

Segmentation

The process of dividing a target market into smaller, more defined categories.

KPI (Key Performance Indicator)

Metrics used to measure effectiveness and success against campaign objectives.

Bounce Rate

The percentage of visitors who navigate away from the site after viewing only one page.

Click-Through Rate (CTR)

The ratio of users who click on a specific ad to the number of total users who view the ad.

Behavioral Targeting

Targeting users based on their previous browsing, search, and purchase behaviors.

User-Generated Content (UGC)

Content related to a brand or product that is created and published by consumers.

Cookie

A small text file stored on a user's browser that helps track user behavior.

Search Engine Optimization (SEO)

The process of improving website visibility in organic search results.

Multi-Touch Attribution

A model that assigns value to multiple touchpoints in a customer journey leading to conversion.

Conversion Rate

The percentage of users who take a desired action, such as making a purchase.

Programmatic Advertising

The automated process of buying digital ad space using algorithms.

Algorithmic Pricing

Dynamic pricing strategies that adjust prices based on demand and other factors.

Incrementality Testing

A method to measure the causal impact of a marketing activity on sales.

Content Marketing

Creating and distributing valuable content to attract and engage a target audience.

Privacy Regulations

Legal requirements governing how organizations collect and handle personal data.

Ad Rank

The position of an advertisement on a search engine results page based on bid amount and quality score.

Call to Action (CTA)

A prompt that encourages the audience to take a specific action.