Ch. 14: Advertising in Digital, Mobile, and Social Media

Social Media (Oxford Definition)

Websites and applications that enable users to create and share content or participate in social networking.

Web 2.0

The functionalities of the internet that allow users to interact with each other and create/share content.

Web 3.0

The transition to sites and e-services that use machine learning and AI to interpret a web full of data.

Digital Media

All marketing content delivered through the internet, including websites, search ads, and email.

Social Media (Marketing Context)

Online platforms where users create, share, and engage with content driven by likes, comments, and community interaction.

Mobile Media

Marketing through mobile devices anytime/anywhere, including app-based ads, SMS, and push notifications.

Programmatic Media Buying

The trend of making media buys automatically, which is increasing as digital and mobile media evolve.

Earned Media

Incremental exposure a brand earns through natural viral engagement and consumer interactions without paying for placement.

Owned Media

Media that a brand or organization owns, such as their official website or social media pages.

Paid Media

Advertisements on social media or other platforms that a brand pays to place.

Consumer Virtual Identity

The pseudo-image or desired identity consumers create for themselves online, often using avatars.

Brand Virtual Identity

The strategy of brands establishing a personality and talking like people to build relationships online.

Site Stickiness

A metric used to measure how long a consumer stays on a specific website.

Bounce Rate

A metric representing the percentage of visitors who leave a site after viewing only one page.

Bid-based Advertising Model

A payment model where brands bid for specific keywords or audiences in search engines and social media.

Cost-per-click (CPC)

A digital advertising revenue model where advertisers pay for pulled exposures rather than pushed messages.

Click Fraud

A disadvantage of digital advertising where funds are lost to fraudulent or automated clicks on ads.

Native Advertising

A form of paid media where the ad experience follows the natural form and function of the user experience, such as social media post ads.

Display Ads

Advertisements that consumers can click on, though they often create digital clutter.

Interstitial Ads

Also called "pre-rolls," these ads appear before the consumer sees their desired content.

Paid Search

The practice of paying for one of the top spots in search engine results to increase clicks and sales.

Search Engine Optimization (SEO)

The process of using keywords and useful content to improve a website's long-term organic search ranking.

Retargeting

A strategy to make push advertising more like pull advertising by delivering ads based on a consumer's previous online behavior.

E-Tail

The branch of e-commerce focused specifically on online retailing and the online shopping process.

Interactivity Advantage

The ability for a consumer to click through an ad to immediately learn more about a brand's features and values.

Integration Advantage

The ease with which digital and mobile media can be coordinated with other forms of promotion.

Digital Footprint

The trail of data consumers leave online that reveals their lifestyle and allows brands to engage them more effectively.

Cyber-identity Theft

A "dark side" of digital media that can inhibit consumers from shopping or banking online due to security fears.

Online Resistance

When consumers push back against companies using social media solely as a way to market and sell.

Privacy Seals

Tools intended to help online consumers manage their privacy, though many users do not pay attention to them.

Advergaming

An illustrative brand integration where a brand spokesperson or personality is a main character in a video game.

Demonstrative Brand Integration

Featuring a brand, service, or product as a key, functional part of a video game.

Social Couponing

Sites that sell price discounts only if a set number of other consumers also buy or download the deal.

Contest

A sales promotion that usually requires the consumer to demonstrate a specific skill to win.

Sweepstakes

A sales promotion that is primarily a game of chance.

Sampling/Trial Offers

IBP tools used via email or digital campaigns to acquire consumer email addresses for opt-in contact.

Viral Video

Marketing content encouraged by consumers or advertisers that spreads rapidly through online sharing.

M-Commerce

The use of mobile devices to conduct commercial transactions online.

Site Clutter

A downside of display ads where too many advertisements compete for consumer attention on a single page.

Location-based Ads

A mobile marketing feature that delivers advertisements based on the user's current geographic position