digital marketing and social media

e-business

carrying out the goals of business through utilization of the Internet.

digital media

electronic media that function using digital codes via computers, cellular phones, smartphones, and other digital devices that have been released in recent years.

digital marketing

uses all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers.

Addressability

The ability of the marketer to

identify customers before they

make a purchase

Interactivity

The ability of customers to express

their needs and wants directly to the

firm in response to its marketing

communications

Connectivity

The ability for consumers to be

connected with marketers along

with other consumers

Control

The customer's ability to regulate

the information they view as well as

the rate and exposure to that

information

paid media

promotional content a company pays for.

earned media

content about a business or product that the company did not pay for.

user-generated content

content posted online about a company or product that is created by consumers, including text, videos, images, audio, reviews, and more.

viral marketing

a digital marketing strategy that uses a networking effect to spread a message and create brand awareness; the purpose of this marketing technique is to encourage the consumer to share the message with friends, family, co-workers, and peers.

content marketing

creating and distributing useful content, such as blogs and podcasts, to increase brand awareness, lead generation, and engagement.

blogs

web-based journals in which writers can editorialize and interact with other Internet users.

podcast

audio programs that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers.

search engine marketing (SEM)

a digital marketing strategy increasing an organization’s visibility in search engine results through search engine advertising and search engine optimization.

search engine optimization (SEO)

a digital marketing strategy to increase an organization’s visibility in search results organically through keyword research, content creation, website optimization, and link building.

digital marketing analytics

the practice of tracking, monitoring, and analyzing how consumers engage with digital media to uncover actionable insights.

online fraud

any attempt to conduct fraudulent activities online.