Digital Marketing Chapter 1 – Flashcards
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Digital Media
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Communications are facilitated through content and interactive services delivered by different digital technology platforms including the web, internet, mobile phone, interactive TV, IPTV, and digital signage
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Digital marketing
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Achieving marketing objectives through applying digital technologies and media
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Online company presence
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Different forms of online media controlled by a company including their websites, blogs, email lists, and social media presence
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Electronic Customer Relationship
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Using digital communications technologies to maximize sales to existing customers and encourage continued usage of online services, email, and social media marketing
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Multichannel marketing
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Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle
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Customer journeys
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The sequence of online and offline touchpoints a customer takes during a buying process of broader customer experience
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Paid media
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Bought media where there is an investment to pay for visitors
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Owned media
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Different forms of online media controlled by a company including their website, blogs, email list, and social media presence
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Earned media
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The audience is reached through editorial, sharing, and comments online
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Application programming interfaces
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Method of exchanging data between systems such as website services
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Mobile marketing
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Marketing to encourage consumer engagement when using mobile phones or tablet devices
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Location-based marketing
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Mobile marketing based on the gps built into phones or based on interactions with other local digital devices
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Mobile based apps
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Designed to run on smartphones and tablet computers
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Software as a service (saas)
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Business applications and software services are provided through interact and web protocols with the application managed on a separate server from where it is accessed through a web browser on an end user's computer with data stored within the cloud
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Positioning
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Customer's perception of the product and brand offering relative to those of competitors
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Target marketing strategy
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Evaluation and selection of appropriate customer segments and the development of appropriate offers.
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Online value proposition
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A statement of the benefits of online services that reinforces the core proposition and differentiates from an organization's offline offering and those of competitors
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Value proposition
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The benefits or value a brand offers to customers in its products and services
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B2B
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Commercial transactions between an org and other orgs
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B2C
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Commercial transactions between organization and consumers
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C2C
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Informational or financial transactions between consumers, but usually mediated through a business site
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C2B
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Consumers approach the business with an offer
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E government
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The use of internet technologies to provide government services to citizens
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Direct-to-customer model
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Brand which has previously communicated to its customers via intermediaries such as media sites or wholesalers communicates directly via digital media such as social networks, email, and websites
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Electronic commerce
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All financial and informational electronically mediated exchanges between an organization and its external stakeholders
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Sell-side e-commerce
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E commerce transactions between a supplier and its customers
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Buy-side-e-commerce
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E-commerce transactions between a purchasing organization and its suppliers
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social commerce
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encourages participation and interaction of customers in rating, selecting, and buying products through group buying. This participation can occur on an ecommerce site or third party sites.
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E-business
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electronically mediated info exchanges both with an org and with external stakeholders supporting the range of the business process.
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Stage models
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models for the development of different levels of internet marketing services.
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Brochureware site
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a simple site with limited interaction with the user that replicates offline marketing literature.
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Digital transformation
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a staged program of business improvements to people, process, and tools used for integrated digital marketing to maximize the potential contribution of digital technology and media to business growth
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Digital media channels
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online communications techniques used to achieve goals of brand awareness, familiarity, favorability, and to influence purchase intent by encouraging users of digital media to visit a website to engage with the brand product and ultimately to purchase online or offline through traditional media channels such as by phone or in store.
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Display ads
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use of graphical or rich media ad units within a web page to achieve goals of delivering brand awareness, familiarity, favorability, and purchase intent.
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Pay-per-click
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When a company pays for text ads to be displayed on the search engine results pages as sponsored links when a specific keyword or key phrase is entered by the search users
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Search engine optimization
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A structured approach used to increase the position of a company or its products in search engine natural or organics listings for selected keywords and phrases.
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Affiliate marketing
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commission-based arrangement where referring sites receive a commission on sales or leads by merchants.
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Email marketing
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typically applied to outbound communications from a company to prospects or customers to encourage purchase or branding goals.
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Landing page
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Destination page when a user clicks an ad or other form of link from a referring site
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Rich media
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Ads or site content that are not static, but provide animation, sound, or interactivity
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Web analytics
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techniques used to assess and improve the contribution of digital marketing to a business, including reviewing traffic volume, referrals, click streams, online reach data, customer satisfaction surveys, leads and sales.
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Feeds
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blog, news, or other content delivered by an XML standard and syndicated for other sites or read
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Social media marketing
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monitoring and facilitating C2C interaction and participation throughout the web to encourage positive engagement with a company and its brands. -elements of social media
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Web 2.0 concept
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collection of web services involving data exchange between sites that facilitate participation and interaction of web users.
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Video marketing
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the use of video to gain visibility in search marketing, video hosting sites, and to engage site visitors.
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Web 3.0
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next generation web incorporating high-speed connectivity, complex cross-community interactions and an intelligent semantic web where automated applications can access data from different online services to assist searchers perform complex tasks of supplier selection.
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Inbound marketing
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the consumer is proactive in seeking out information for their needs and interactions with brands are attracted through content, search and social media marketing.
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Sense and respond communication
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customer behavior is monitored at an individual level and the marketer responds with communications tailored to the individuals need.
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Outbound internet based communications
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website and email marketing are used to send personalized communications to customers.
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Inbound internet based communications
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customers enquire through web-based forums and email
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Disintermediation
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the removal of intermediaries such as distributors or brokers that formerly linked a company to its customers
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Reintermediation
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the creation of new intermediaries between customers and suppliers providing services such as supplier search and product evaluation.
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Customer engagement
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Repeated interactions that strengthen the emotional, psychological, or physical investment a customer has in a brand
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Permission marketing
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customers agree to be involved in an orgs marketing activities, usually as a result of an incentive.
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Content marketing
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the management of text, rich media, audio and video content aimed at engaging customers and prospects to meet business goals published through print and digital media including web and mobile platforms which is repurposed and syndicated to different forms of web presence.
