Digital Marketing - D098 | STUDY GUIDE
marketing activities that use electronic devices or the internet to connect
digital marketing
with customers
a philosophy that companies should understand needs of customers
marketing concept
and make decisions to satisfy those needs
internet-based marketing associated with the researching, submitting, and
search engine marketing (SEM)
positioning of a website within search engines to achieve maximum
visibility
process of increasing the quality and quantity of website traffic by
search engine optimization (SEO)
increasing the visibility of a website or web page to users of a web
search engine
one-way marketing activities initiated by the company that send
outbound marketing (push marketing)
messages out to consumers
two-way marketing activities that attract and pull consumers through
inbound marketing (pull marketing)
different stages of the sales funnel
when consumers request and agree to receive specific topic or content
permission marketing
messages once or over a period of time
measurable items that indicate the progress an organization is making
key performance indicators (KPIs)
toward its business objectives
marketing activities that have the dual purpose of increasing profitability
cause-related marketing
and improving society
user-generated content (UGC) any form of content that is created by an online user (images, video, text, audio, etc.)
the range of technologies and techniques used by marketers to increase
behavioral targeting
the effectiveness of marketing activities by capturing consumer data
individualized messages and offerings targeted to specific customers
individual marketing
based on data analysis
local marketing marketing activities for a specific geographic area
, immersive and targeted communication with customers to help move
integrated marketing campaigns (IMC)
them through the various stage of the buying process
a cohesive, seamless brand experience for the consumer through
omnichannel integration
marketing content that is optimized for each channel and device
the moral principles that guide decision-making and strategy within the
marketing ethics
marketing function
cookies data stored on a user's computer by the web browser
data collected from a variety of sources with no direct connection with
third-party data
the data source
data collected by a company about consumers and can include online
first-party data
and offline info
second-party data data collected by another source as first-party data and sold
a marketing specialization that involves the creation and sharing of
content marketing meaningful info (through stories, blogs, videos, and social media posts)
designed to raise interest in a company's products or services in a pull
motion
the use of online applications, networks, blogs, wikis, and other
social media marketing collaborative media for communicating brand messaging, conducting
marketing, public relations, and lead generation
advertising on the internet that could be found anywhere toy access the
digital advertising
web; online advertising
use of software and technology to automate marketing tasks, enabling
marketing automation sales and marketing functions to perform more effectively and create
more personalized experiences for customers at scale
part of an effective marketing strategy designed to help customers
retention-based emails
understand the value of a product, prompt engagement, and reduce
churn rate
marketing emails with an immediate conversion goal for the recipient, such
promotional emails
as making a purchase or downloading content
a piece of content intended to induce a viewer, reader, or listener to
call to action perform a specific act , typically taking the form of an instruction or
directive (e.g. buy now or click here)
any way a consumer can interact with a business, whether it be person-to-
touch point
person, through a website or app, or any form of communication
clickthrough a click on a link or advertisement that leads to a website
impressions instances where an advertisement is displayed to consumers
conversion when a potential customer performs a desired act
TOFU top of sales funnel, focused on bringing the customer through awareness
middle of sales funnel, focused on nurturing customers to move them
MOFU
through awareness and interest into desire and action
BOFU bottom of sales funnel, focused on the consumer buying the product/service
authoritative report to inform readers about a specific topic used
white paper
to promote a product or service
generalized representations of a company's target customers, their key
buyer personas
concerns, and buying decision criteria
performance-based programs where a business awards partners for their
affiliate programs
own marketing efforts in driving business to a website
marketing activities that use electronic devices or the internet to connect
digital marketing
with customers
a philosophy that companies should understand needs of customers
marketing concept
and make decisions to satisfy those needs
internet-based marketing associated with the researching, submitting, and
search engine marketing (SEM)
positioning of a website within search engines to achieve maximum
visibility
process of increasing the quality and quantity of website traffic by
search engine optimization (SEO)
increasing the visibility of a website or web page to users of a web
search engine
one-way marketing activities initiated by the company that send
outbound marketing (push marketing)
messages out to consumers
two-way marketing activities that attract and pull consumers through
inbound marketing (pull marketing)
different stages of the sales funnel
when consumers request and agree to receive specific topic or content
permission marketing
messages once or over a period of time
measurable items that indicate the progress an organization is making
key performance indicators (KPIs)
toward its business objectives
marketing activities that have the dual purpose of increasing profitability
cause-related marketing
and improving society
user-generated content (UGC) any form of content that is created by an online user (images, video, text, audio, etc.)
the range of technologies and techniques used by marketers to increase
behavioral targeting
the effectiveness of marketing activities by capturing consumer data
individualized messages and offerings targeted to specific customers
individual marketing
based on data analysis
local marketing marketing activities for a specific geographic area
, immersive and targeted communication with customers to help move
integrated marketing campaigns (IMC)
them through the various stage of the buying process
a cohesive, seamless brand experience for the consumer through
omnichannel integration
marketing content that is optimized for each channel and device
the moral principles that guide decision-making and strategy within the
marketing ethics
marketing function
cookies data stored on a user's computer by the web browser
data collected from a variety of sources with no direct connection with
third-party data
the data source
data collected by a company about consumers and can include online
first-party data
and offline info
second-party data data collected by another source as first-party data and sold
a marketing specialization that involves the creation and sharing of
content marketing meaningful info (through stories, blogs, videos, and social media posts)
designed to raise interest in a company's products or services in a pull
motion
the use of online applications, networks, blogs, wikis, and other
social media marketing collaborative media for communicating brand messaging, conducting
marketing, public relations, and lead generation
advertising on the internet that could be found anywhere toy access the
digital advertising
web; online advertising
use of software and technology to automate marketing tasks, enabling
marketing automation sales and marketing functions to perform more effectively and create
more personalized experiences for customers at scale
part of an effective marketing strategy designed to help customers
retention-based emails
understand the value of a product, prompt engagement, and reduce
churn rate
marketing emails with an immediate conversion goal for the recipient, such
promotional emails
as making a purchase or downloading content
a piece of content intended to induce a viewer, reader, or listener to
call to action perform a specific act , typically taking the form of an instruction or
directive (e.g. buy now or click here)
any way a consumer can interact with a business, whether it be person-to-
touch point
person, through a website or app, or any form of communication
clickthrough a click on a link or advertisement that leads to a website
impressions instances where an advertisement is displayed to consumers
conversion when a potential customer performs a desired act
TOFU top of sales funnel, focused on bringing the customer through awareness
middle of sales funnel, focused on nurturing customers to move them
MOFU
through awareness and interest into desire and action
BOFU bottom of sales funnel, focused on the consumer buying the product/service
authoritative report to inform readers about a specific topic used
white paper
to promote a product or service
generalized representations of a company's target customers, their key
buyer personas
concerns, and buying decision criteria
performance-based programs where a business awards partners for their
affiliate programs
own marketing efforts in driving business to a website
