Digital Marketing in the Era of AI – Vocabulary Flashcards

A set of vocabulary flashcards covering key terms and concepts from the lecture on digital marketing in the era of AI.

Digital Marketing

Achieving marketing goals through digital technologies such as audience research, content creation and channel selection.

Digital Media

The channels used in digital marketing, including owned, paid and earned media.

Inbound Marketing (Pull)

Strategy that attracts customers who are already seeking solutions, using tactics like SEO and content marketing.

Outbound Marketing (Push)

Strategy that pushes content to potential customers to create awareness, often through ads and direct outreach.

DMI 3i Methodology

A digital-marketing framework of Initiate, Iterate and Integrate.

Traditional Marketing

Mass, one-to-many communication with limited interaction and hard-to-track conversions; e.g., print, broadcast, direct mail.

AI in Digital Marketing

Use of artificial intelligence for automation, personalization and analytics to boost productivity, efficiency, insights, ROI and CX.

Owned Media

Digital assets the company controls—websites, apps, blogs, social profiles; cost-effective and trust-building.

Paid Media

Channels where a company pays for placement—paid search, display ads, social ads; fast, scalable and targeted.

Earned Media

Free publicity via shares, reviews, mentions and user-generated content; organic, credible and long-lasting.

SMART Objectives

Goals that are Specific, Measurable, Achievable, Relevant and Time-bound.

Market Research

Process of defining the size, composition and characteristics of potential customers to gain actionable insights.

Demographic Data

Customer information such as age, gender, location, income, occupation and education.

Psychographic Data

Beliefs, lifestyles, opinions and personality traits of customers.

Behavioral Data

Information on digital channel use, product usage, online activities and buying habits.

Buyer Persona

A semi-fictional profile combining demographic, psychographic and behavioral data to represent an ideal customer.

Audience Listening

Monitoring online conversations about a brand, product or competitor to glean insights and adapt strategy.

Competitive Research

Analyzing competitors’ market share, pricing, strategy, strengths and weaknesses.

Industry Trend Research

In-depth study of industry developments, disruptions, technological advances and influencer interests.

Cultural Research

Evaluating cultural barriers, language, geography and influential figures within a target market.

AI for Competitor Research

Using AI to perform competitive, sentiment, trend, comparative and pricing analyses.

AI for Industry Research

Applying AI to spot trends, scan publications, track regulations, predict disruption and benchmark performance.

AI for Customer Research

Leveraging AI to segment data, analyze sentiment, forecast behavior and improve service.

Buyer’s Journey

Process a buyer follows from awareness to evaluation and purchase of a product.

Traditional Funnel

Linear customer path: Awareness → Interest → Consideration → Conversion → Retention.

Nonlinear Model

Modern customer path: Exposure → Trigger → Exploration → Evaluation → Purchase → Experience.

Channel Alignment

Matching appropriate digital channels to each stage of the buyer’s journey.

360 Marketing

Integration of offline and digital channels to cover the full buying cycle and optimize CX.

Algorithmic Bias

Systematic, unintended favoritism in AI outcomes due to flawed data or model design.

Inaccurate Data

Erroneous information that can mislead AI systems and decisions.

Ethical Dilemmas

Privacy and intellectual-property concerns arising from AI use.

Data Security

Safeguarding information against breaches and unauthorized access.

Display & Video Advertising

Targeted visual ad formats used mainly for awareness and site traffic.

Content Marketing

Inbound strategy focused on creating valuable content to convey brand personality and generate demand.

Social Media Marketing

Use of social platforms to drive awareness, engagement and conversions.

Organic Search (SEO)

Optimizing online assets for visibility in unpaid search results.

Email Marketing

Direct messaging tactic aimed at conversion and customer loyalty.

Paid Search (PPC)

Pay-per-click advertising that delivers high-value traffic from interested audiences.

Website Optimization

Improving user experience and conversion performance of a site.