Digital Marketing & E-commerce Terms

Flashcards of digital marketing and e-commerce terms and definitions.

Ad extension

A Google Ads feature that shows additional information about the business

Agency

An outside partner that fulfills a company’s digital marketing and advertising needs

Attribution

Determining which content and channels are responsible for generating leads, conversions, or sign-ups

Awareness stage

The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service

Brand

How a business or organization is perceived by the public

Brand equity

The value consumers attribute to one brand’s offerings when compared with similar products from another brand

Brand safety

Keeping a brand's reputation safe when they advertise online

Business goal

A desired aim, achievement, or outcome for a business

Business-to-business (B2B)

Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)

Business-to-consumer (B2C)

Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)

Change management

Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly

Consideration stage

The second stage of the marketing funnel, when a potential customer's interest builds for a product or service

Consumer-to-business (C2B)

Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)

Consumer-to-consumer (C2C)

Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)

Content marketing

A marketing technique that focuses on creating and distributing valuable content to a specific audience

Conversion

The completion of an activity that contributes to the success of a business

Conversion rate

The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product

Conversion stage

The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown

Cost per click (CPC)

The amount an advertiser pays when someone clicks on a PPC ad

Customer journey

The path customers take from learning about a product, to getting questions answered, to making a purchase

Customer journey map

A visualization of the touchpoints a typical customer encounters along their purchase journey

Customer lifetime value (LTV or CLV)

The average revenue generated per customer over a certain period of time

Customer persona

Represents a group of similar people in a desirable audience

Data

A collection of facts or information

Data analysis

Examining data to draw conclusions, make predictions, and drive informed decision- making

Data analytics

Monitoring and evaluating data to gain actionable insights

Data anonymization

Techniques to mask or remove personal information from data to protect the identities of people

Data bias

Human error that skews data collection or interpretation of data in a certain direction

Data-driven attribution

Measures customer engagement with marketing content across channels to understand what is motivating them to take action

Data ethics

The study and evaluation of moral challenges related to data collection and analysis

Data privacy

Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted

Data pulling

Collecting data from analytics tools and putting it in a spreadsheet or database

Data reporting

Organizing and summarizing data to track performance across marketing and sales efforts

Data storytelling

Conveying data insights to a specific audience using a clear and compelling narrative

Data visualizations

Graphical representations of data that convey information

Digital channel

Any communication method or platform a business can use to reach their target audience online

Digital marketing

The practice of reaching consumers online through digital channels with the aim of turning them into customers

Display ad

A visual ad format placed on websites or applications

Earned media

Positive digital exposure generated through personal or public recommendations

E-commerce

The buying and selling of goods or services using the internet

Email marketing

Sending messages to a list of existing subscribers to share information, drive sales, or create community

Experiential marketing

The process of encouraging consumers to not only purchase a brand or product, but to experience it

First click attribution

Assigns all the credit to the first touchpoint that eventually leads to a conversion

Frequency

How many times an individual encounters an ad

Impressions

The total number of times an ad appears on people’s screens

Inclusive marketing

The practice of improving representation and belonging within the marketing and advertising materials that an organization creates

Influencer marketing

The process of enlisting influential people to endorse or mention a brand or product to their followers on social media

In-house

Within a single company

Key performance indicator (KPI)

A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal

Keyword

A search term people use to find information, products, and services online

Last click attribution

Assigns all the credit to the last known touchpoint before conversion

Lead

A potential customer who has interacted with a brand and shared personal information, like an email address

Linear attribution

Assigns equal credit to each touchpoint along the customer journey

Local search

A search query that generates local-based search results

Local SEO

Optimizing content so that it displays in Google's local search algorithms

Loyalty stage

The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates

Marketing funnel

A visual representation of the process through which people go from learning about a brand to becoming loyal customers

Media mix

A combination of digital channels marketers use to reach their goals and how they divide their budget among them

Omnichannel

The integration or synchronization of content on multiple channels

Owned media

All the digital content a brand fully controls

Paid media

Any form of digital promotion a brand pays to put online

Pain points

The problems customers want to solve

Pay-per-click (PPC)

A type of advertising that allows the advertiser to pay only when someone clicks on an ad link

Performance marketing

The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies

Personally identifiable information (PII)

Information that could be used to directly identify, contact, or locate an individual

Reach

The total number of unique individuals who encounter an ad across their different devices

Return on ad spend (ROAS)

How much revenue is gained versus how much was spent

Search engine marketing (SEM)

Generating traffic to a website through paid ads that appear in search engine results

Search engine optimization (SEO)

The process of increasing the visibility of website pages on search engines to attract more relevant traffic

Search engine results pages (SERPs)

The pages of results a search engine produces when someone performs a search

Segmentation

Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history

Social media marketing

The process of creating content for different social media platforms to drive engagement and promote a business or product

Target audience

The group of people most likely to purchase a company's products

Touchpoint

Any interaction a customer has with a brand during their purchase journey

Transferable skills

Skills from other areas that can help someone progress in a career in marketing