DIGITAL MARKETING IMPORTANT CONCEPTS LECTURES & ARTICLES
A. Lectures
Concept Meaning
Lecture 1
Marketing Creating, communicating, delivering, and exchanging offerings with value for customers,
clients, partners, and society at large.
Digital marketing Use of digital technology for the marketing activity, and the process of creating,
communicating, delivering, and exchanging offerings with value for customers, clients,
partners, and society at large.
Business model The way a business is organized and how customers are provided with value (value creation).
Also the logic for value appropriation (profits).
Lecture 2
Consumer empowerment The dynamic process of gaining power through action by changing the status quo in current
power balances.
Demand-based power Aggregate impact of consumption and purchase behaviors arising out of internet and social
media technologies.
Information-based power Power through content consumption and content production.
Content consumption Ease of access to information.
Content production Ability to produce user-generated content.
Network-based power Connectedness and masses of people acting out their power as a whole.
Content dissemination E.g., sharing and organizing content through networks
Content completion E.g., comments on a blog post that contribute to previous content, tagging
Content modification E.g., repurposing, #mcdstories
Crowd-based power Aggregation of all other power bases, both structured (e.g., community) or unstructured (e.g.,
individual) efforts.
Crowd-creation E.g., Wikipedia, SoundCloud
Crowd-funding E.g., Kickstarter, Indiegogo
Crowd-sourcing E.g., Amazon mechanical turk
Crowd-selling E.g., Etsy
Crowd-support in peer-to- E.g., P3
peer problem solving
Research shopper Research in one channel, purchase in another.
phenomenon
Display ads Banners, skyscrapers, linear in-stream video ads, in-app ads.
Video ads Ads that show up in videos, for example on YouTube. Can be either in-stream or not in-stream.
Banner blindness People only consciously ‘see’ about 10-15% of banners they are exposed to.
Non-contextual retargeting Retargeting which is dependent on browsing behavior.
Contextual retargeting Retargeting which is independent of browsing behavior.
Contextual ads Ads which are congruent with a website’s content.
Generic retargeting Using cookies for retargeting, e.g., getting a general Esprit ad if you recently visited Esprit.com.
Dynamic retargeting Using cookies to show someone an ad showing the exact product that they have looked at
before.
Display networks Companies where publishers are paid to run ads on their websites (standard sizes). Advertisers
are charged to run ads on the network of websites and metrics are reported to them. Google is
the biggest ad network.
Inventory buying Buying ads through CPC & CPM.
Audience buying Buying ads through real-time bidding, often used for retargeting. Paying for a specific
impression of a person that seems relevant based on past browsing behavior.
Lecture 3
Google Adwords Sponsored search advertising, biggest income revenue for Google.
Google Adsense Contextual ads (on different websites than Google.com).
Google dynamic pricing Sponsored search pricing based on ad auctions and a quality check (CTR, relevance, and
landing page quality).
Crawler tags Meta tags.
, DIGITAL MARKETING IMPORTANT CONCEPTS LECTURES & ARTICLES
Site-bounces Visitors leaving a website immediately.
Affiliate marketing An affiliate puts your ad on their website, a consumer clicks & converts, conversions are
tracked, the affiliate gets a commission and you get a sale.
Pay-per-sales Online advertisement pricing system where the publisher or website owner is paid on the basis
of the number of sales that are directly generated by an advertisement.
SPAM Unsolicited direct mail or e-mail.
Off-email multiplier For every e-mail shopping cart sale, the retailer gets a certain number of other, typically non-
tracked sales due to e-mail.
Lecture 4
Lead generation KPI KPI measuring generation of consumer interest/inquiry.
Web analytics Analytics measuring user behavior on web pages.
A/B testing Testing version A versus version B of an ad.
Multivariate testing More than one component of a website tested in a live environment.
Causation (quality criterion) Making causal inferences about relationship between the DV and the IV.
Control (quality criterion) Ruling out alternative explanations due to confounding effects.
Variability (quality Reducing variability within treatment groups.
criterion)
Randomized experiment A/B testing.
Visitors One-time allocation of a visitor.
Visits Re-allocation of every visit.
Content analysis Examination of text or images in order to evaluate the communication content.
Brand sentiment Positive, negative, neutral, or unclear sentiment towards a brand.
Business contribution KPI KPI measuring online revenue contribution, costs, profitability, and category penetration.
Marketing outcomes KPI KPI measuring leads, sales, service contacts, conversion, and retention efficiencies.
Customer satisfaction KPI KPI measuring site usability, performance/availability, and contact strategies.
Customer behavior KPI KPI measuring profiles, customer orientation, usability, click streams, and site actions.
Site promotion KPI KPI measuring attraction efficiency, referrer efficiency, cost of acquisition & reach, search
engine visibility, email marketing, and integration.
(Digital) marketing A way to assign value to each channel that played a role in influencing the customer; assigning
attribution a percentage to each channel based on how far away that channel was form purchase. The
technique is the basis for optimizing the allocation of a firm’s marketing budget across (digital)
marketing instruments.
Attribution The practice of allocating proportional credit across all marketing instruments/channels to
ultimately lead to the desired customer action and business outcome.
Web 2.0 The possibility to modify content added to the internet.
Intrinsic motivation Motivation that comes from within.
Extrinsic motivation Motivation that can be influenced by other consumers and the respective brands.
Lecture 5
Viral marketing Marketing techniques that use pre-existing social networking services and other technologies
to try to produce increases in brand awareness or to achieve other marketing objectives (such
as product sales) through self-replicating viral processes, analogous to the spread of viruses
or computer viruses.
Lecture 6
Relationship marketing Establishing, maintaining, enhancing, and commercializing customer relationship through
promise fulfillment. A firm using relationship marketing focuses more on wallet share than on
market share, and try to build profitable, mutually beneficial relationships in the long term.
Wallet share Amount of sales a firm can generate from one customer over time, focus on retention and
growth.
Market share Calculated across buyers and non-buyers; wallet share is calculated only among buyers. Focus
on acquisition.
Customer experience The discipline, methodology, and/or process used to comprehensively manage a customer’s
management cross-channel exposure, interaction and transaction with a company, brand, product or
service.
, DIGITAL MARKETING IMPORTANT CONCEPTS LECTURES & ARTICLES
Customer collaboration Philosophy and business strategy designed to engage the customer in a collaborative
management/social CRM conversation in order to provide mutually beneficial value. It’s the company’s response to the
customer’s ownership of the conversation.
Lecture 7
Always-on campaign Acts like the “pull” model, focusing on finding the specific people who want to know more
about what you offer and will thus participate with us in some way. The always-on model runs
indefinitely, it is just optimized over time.
Conversion Rate The method of creating an experience for a website or landing page visitor with the goal of
Optimization increasing the percentage of visitors that convert into customers.
Cross-device conversion Using several devices to accomplish a task.
Direct conversion Conversion in one step.
Indirect conversion Conversion in multiple steps.
Return On Ad Spend The profit made by advertising.
Thumb-stopping power The power of a campaign/ad to attract mobile users’ attention and stop them from scrolling
through.
B. Articles
Concept Meaning
Week 36
Article A
The research shopper The propensity of consumers to research the product in one channel and then purchase it
phenomenon through another channel.
Theory of Reasoned Action A model for the prediction of behavioral intention, spanning predictions of attitude and
predictions of behavior. The subsequent separation of behavioral intention from behavior
allows for explanation of limiting factors on attitudinal influence.
Search attributes e.g., ease of gathering information.
Purchase attributes e.g., speed of obtaining the product.
Channel lock-in Higher attitudes toward searching on channel A translate into higher attitudes toward
purchasing on channel A.
Cross-channel synergy Higher attitudes toward search or purchase on channel A translate into higher attitudes
toward search or purchase on channel B.
Negative cross-channel Higher attitudes toward search on channel A could translate into lower attitudes toward
synergy purchase on channel B.
Complementarity of Cross-channel synergy.
channels
Article B
Measured advertising Print, TV, and other ‘old’ media.
Unmeasured media Events, contests, and the new digital media.
Behavioral targeting Focusing on developing personalized messages based on what people are doing on the Web or
where they are by their personal GPS (cellphone).
Integrated Marketing All of the communications adopting a similar positioning and ‘look and feel’ and thus being
Communications mutually supportive in order to generate not only main effects on sales of each media but
interaction effects as well.
Hypermedia environment The nature of the communications model has changed and the concept of flow ahs become
more important.
Mobile/m-commerce Marketers can send a variety of messages to consumers with cellphones who have agreed to
receive such messages, termed ‘opt-in’ customers.
Contextual marketing Consumers can receive messages when and where they want them (basis of m-commerce).
Web 2.0 User-generated content and discussions can create powerful communities that facilitate the
interactions of people with common interests.
Customer generated media Companies using social networking to invite customers to create their own advertisements for
the company in order to engage customers and also obtaining some creative advertising on a
low cost.
A. Lectures
Concept Meaning
Lecture 1
Marketing Creating, communicating, delivering, and exchanging offerings with value for customers,
clients, partners, and society at large.
Digital marketing Use of digital technology for the marketing activity, and the process of creating,
communicating, delivering, and exchanging offerings with value for customers, clients,
partners, and society at large.
Business model The way a business is organized and how customers are provided with value (value creation).
Also the logic for value appropriation (profits).
Lecture 2
Consumer empowerment The dynamic process of gaining power through action by changing the status quo in current
power balances.
Demand-based power Aggregate impact of consumption and purchase behaviors arising out of internet and social
media technologies.
Information-based power Power through content consumption and content production.
Content consumption Ease of access to information.
Content production Ability to produce user-generated content.
Network-based power Connectedness and masses of people acting out their power as a whole.
Content dissemination E.g., sharing and organizing content through networks
Content completion E.g., comments on a blog post that contribute to previous content, tagging
Content modification E.g., repurposing, #mcdstories
Crowd-based power Aggregation of all other power bases, both structured (e.g., community) or unstructured (e.g.,
individual) efforts.
Crowd-creation E.g., Wikipedia, SoundCloud
Crowd-funding E.g., Kickstarter, Indiegogo
Crowd-sourcing E.g., Amazon mechanical turk
Crowd-selling E.g., Etsy
Crowd-support in peer-to- E.g., P3
peer problem solving
Research shopper Research in one channel, purchase in another.
phenomenon
Display ads Banners, skyscrapers, linear in-stream video ads, in-app ads.
Video ads Ads that show up in videos, for example on YouTube. Can be either in-stream or not in-stream.
Banner blindness People only consciously ‘see’ about 10-15% of banners they are exposed to.
Non-contextual retargeting Retargeting which is dependent on browsing behavior.
Contextual retargeting Retargeting which is independent of browsing behavior.
Contextual ads Ads which are congruent with a website’s content.
Generic retargeting Using cookies for retargeting, e.g., getting a general Esprit ad if you recently visited Esprit.com.
Dynamic retargeting Using cookies to show someone an ad showing the exact product that they have looked at
before.
Display networks Companies where publishers are paid to run ads on their websites (standard sizes). Advertisers
are charged to run ads on the network of websites and metrics are reported to them. Google is
the biggest ad network.
Inventory buying Buying ads through CPC & CPM.
Audience buying Buying ads through real-time bidding, often used for retargeting. Paying for a specific
impression of a person that seems relevant based on past browsing behavior.
Lecture 3
Google Adwords Sponsored search advertising, biggest income revenue for Google.
Google Adsense Contextual ads (on different websites than Google.com).
Google dynamic pricing Sponsored search pricing based on ad auctions and a quality check (CTR, relevance, and
landing page quality).
Crawler tags Meta tags.
, DIGITAL MARKETING IMPORTANT CONCEPTS LECTURES & ARTICLES
Site-bounces Visitors leaving a website immediately.
Affiliate marketing An affiliate puts your ad on their website, a consumer clicks & converts, conversions are
tracked, the affiliate gets a commission and you get a sale.
Pay-per-sales Online advertisement pricing system where the publisher or website owner is paid on the basis
of the number of sales that are directly generated by an advertisement.
SPAM Unsolicited direct mail or e-mail.
Off-email multiplier For every e-mail shopping cart sale, the retailer gets a certain number of other, typically non-
tracked sales due to e-mail.
Lecture 4
Lead generation KPI KPI measuring generation of consumer interest/inquiry.
Web analytics Analytics measuring user behavior on web pages.
A/B testing Testing version A versus version B of an ad.
Multivariate testing More than one component of a website tested in a live environment.
Causation (quality criterion) Making causal inferences about relationship between the DV and the IV.
Control (quality criterion) Ruling out alternative explanations due to confounding effects.
Variability (quality Reducing variability within treatment groups.
criterion)
Randomized experiment A/B testing.
Visitors One-time allocation of a visitor.
Visits Re-allocation of every visit.
Content analysis Examination of text or images in order to evaluate the communication content.
Brand sentiment Positive, negative, neutral, or unclear sentiment towards a brand.
Business contribution KPI KPI measuring online revenue contribution, costs, profitability, and category penetration.
Marketing outcomes KPI KPI measuring leads, sales, service contacts, conversion, and retention efficiencies.
Customer satisfaction KPI KPI measuring site usability, performance/availability, and contact strategies.
Customer behavior KPI KPI measuring profiles, customer orientation, usability, click streams, and site actions.
Site promotion KPI KPI measuring attraction efficiency, referrer efficiency, cost of acquisition & reach, search
engine visibility, email marketing, and integration.
(Digital) marketing A way to assign value to each channel that played a role in influencing the customer; assigning
attribution a percentage to each channel based on how far away that channel was form purchase. The
technique is the basis for optimizing the allocation of a firm’s marketing budget across (digital)
marketing instruments.
Attribution The practice of allocating proportional credit across all marketing instruments/channels to
ultimately lead to the desired customer action and business outcome.
Web 2.0 The possibility to modify content added to the internet.
Intrinsic motivation Motivation that comes from within.
Extrinsic motivation Motivation that can be influenced by other consumers and the respective brands.
Lecture 5
Viral marketing Marketing techniques that use pre-existing social networking services and other technologies
to try to produce increases in brand awareness or to achieve other marketing objectives (such
as product sales) through self-replicating viral processes, analogous to the spread of viruses
or computer viruses.
Lecture 6
Relationship marketing Establishing, maintaining, enhancing, and commercializing customer relationship through
promise fulfillment. A firm using relationship marketing focuses more on wallet share than on
market share, and try to build profitable, mutually beneficial relationships in the long term.
Wallet share Amount of sales a firm can generate from one customer over time, focus on retention and
growth.
Market share Calculated across buyers and non-buyers; wallet share is calculated only among buyers. Focus
on acquisition.
Customer experience The discipline, methodology, and/or process used to comprehensively manage a customer’s
management cross-channel exposure, interaction and transaction with a company, brand, product or
service.
, DIGITAL MARKETING IMPORTANT CONCEPTS LECTURES & ARTICLES
Customer collaboration Philosophy and business strategy designed to engage the customer in a collaborative
management/social CRM conversation in order to provide mutually beneficial value. It’s the company’s response to the
customer’s ownership of the conversation.
Lecture 7
Always-on campaign Acts like the “pull” model, focusing on finding the specific people who want to know more
about what you offer and will thus participate with us in some way. The always-on model runs
indefinitely, it is just optimized over time.
Conversion Rate The method of creating an experience for a website or landing page visitor with the goal of
Optimization increasing the percentage of visitors that convert into customers.
Cross-device conversion Using several devices to accomplish a task.
Direct conversion Conversion in one step.
Indirect conversion Conversion in multiple steps.
Return On Ad Spend The profit made by advertising.
Thumb-stopping power The power of a campaign/ad to attract mobile users’ attention and stop them from scrolling
through.
B. Articles
Concept Meaning
Week 36
Article A
The research shopper The propensity of consumers to research the product in one channel and then purchase it
phenomenon through another channel.
Theory of Reasoned Action A model for the prediction of behavioral intention, spanning predictions of attitude and
predictions of behavior. The subsequent separation of behavioral intention from behavior
allows for explanation of limiting factors on attitudinal influence.
Search attributes e.g., ease of gathering information.
Purchase attributes e.g., speed of obtaining the product.
Channel lock-in Higher attitudes toward searching on channel A translate into higher attitudes toward
purchasing on channel A.
Cross-channel synergy Higher attitudes toward search or purchase on channel A translate into higher attitudes
toward search or purchase on channel B.
Negative cross-channel Higher attitudes toward search on channel A could translate into lower attitudes toward
synergy purchase on channel B.
Complementarity of Cross-channel synergy.
channels
Article B
Measured advertising Print, TV, and other ‘old’ media.
Unmeasured media Events, contests, and the new digital media.
Behavioral targeting Focusing on developing personalized messages based on what people are doing on the Web or
where they are by their personal GPS (cellphone).
Integrated Marketing All of the communications adopting a similar positioning and ‘look and feel’ and thus being
Communications mutually supportive in order to generate not only main effects on sales of each media but
interaction effects as well.
Hypermedia environment The nature of the communications model has changed and the concept of flow ahs become
more important.
Mobile/m-commerce Marketers can send a variety of messages to consumers with cellphones who have agreed to
receive such messages, termed ‘opt-in’ customers.
Contextual marketing Consumers can receive messages when and where they want them (basis of m-commerce).
Web 2.0 User-generated content and discussions can create powerful communities that facilitate the
interactions of people with common interests.
Customer generated media Companies using social networking to invite customers to create their own advertisements for
the company in order to engage customers and also obtaining some creative advertising on a
low cost.
