Online Marketing - Session 1

This set of vocabulary flashcards covers key concepts from the introductory session on Online Marketing, focusing on media types, consumer behavior models, and modern customer expectations.

Online marketing

Encompasses the planning, organization, implementation and control of all market-oriented activities that make use of mobile and/or stationary end devices with Internet access to achieve marketing goals.

Mass media

Media such as television advertising viewed by a mass audience where no customization of the message is possible.

Addressable media

Targeted digital media that allow marketers to fully customize their pitch to the particular needs of an individual customer.

Owned media

Channels a brand controls, such as dedicated websites, company blogs, e-mail lists, brand events, and social media accounts.

Paid media

Channels where a brand pays to leverage a platform, including display ads, paid search, sponsorships, paid influencers, and product placement.

Earned media

When customers become the channel through word-of-mouth ($WOM$), buzz, reviews, media coverage, and social shares.

Funnel metaphor

The assumption that consumers start with a large number of potential brands and methodically winnow choices until a final purchase decision is made.

Consumer decision journey

A circular process where consumers add and subtract brands during evaluation and enter an open-ended relationship post-purchase, often sharing experiences online.

The Loyalty Loop

A stage in the consumer decision journey where a bond with a brand is strong enough that the consumer repurchases without cycling through earlier evaluation stages.

SEM

Search Engine Marketing.

SEO

Search Engine Optimization.

SEA

Search Engine Advertising.

Recognition (Social Reward)

A motive for action where receiving 'likes' on social media sets reward mechanisms in motion in the brain, similar to the release of dopamine from eating chocolate.

"I" expectation

The requirements for appreciation, correct personalization, and customized offers where the consumer feels the brand speaks their language.

"All" expectation

The consumer demand for a wide choice, high quality, low prices, and good service, often driven by the idea that 'everything is possible'.

"Everywhere" expectation

The demand for independence of time, space, and technology, including responsive design and seamless integration across channels.

"Immediately" expectation

The requirement for immediate contact, fast transactions, and short response times (e.g., answers within minutes on messenger services).

"Always-on" mentality

A consumer state where individuals are increasingly connected, informed, and empowered, leading to escalating demands for 'nowness'.

Decentralized pull

A communication model driven by individuals and social media (blogs, wikis, networks) rather than a centralized company push.