Digital Marketing Chapter 1

question

Digital Media
answer

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
question

Digital marketing
answer

Achieving marketing objectives through applying digital technologies and media
question

Online company presence
answer

Different forms of online media controlled by a company including their websites, blogs, email lists, and social media presence
question

Electronic Customer Relationship
answer

Using digital communications technologies to maximize sales to existing customers and encourage continued usage of online services, email, and social media marketing
question

Multichannel marketing
answer

Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle
question

Customer journeys
answer

The sequence of online and offline touchpoints a customer takes during a buying process of broader customer experience
question

Paid media
answer

Bought media where there is an investment to pay for visitors
question

Owned media
answer

Different forms of online media controlled by a company including their website, blogs, email list, and social media presence
question

Earned media
answer

The audience is reached through editorial, sharing, and comments online
question

Application programming interfaces
answer

Method of exchanging data between systems such as website services
question

Mobile marketing
answer

Marketing to encourage consumer engagement when using mobile phones or tablet devices
question

Location-based marketing
answer

Mobile marketing based on the gps built into phones or based on interactions with other local digital devices
question

Mobile based apps
answer

Designed to run on smartphones and tablet computers
question

Software as a service (saas)
answer

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
question

Positioning
answer

Customer’s perception of the product and brand offering relative to those of competitors
question

Target marketing strategy
answer

Evaluation and selection of appropriate customer segments and the development of appropriate offers.
question

Online value proposition
answer

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
question

Value proposition
answer

The benefits or value a brand offers to customers in its products and services
question

B2B
answer

Commercial transactions between an org and other orgs
question

B2C
answer

Commercial transactions between organization and consumers
question

C2C
answer

Informational or financial transactions between consumers, but usually mediated through a business site
question

C2B
answer

Consumers approach the business with an offer
question

E government
answer

The use of internet technologies to provide government services to citizens
question

Direct-to-customer model
answer

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
question

Electronic commerce
answer

All financial and informational electronically mediated exchanges between an organization and its external stakeholders
question

Sell-side e-commerce
answer

E commerce transactions between a supplier and its customers
question

Buy-side-e-commerce
answer

E-commerce transactions between a purchasing organization and its suppliers
question

social commerce
answer

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.
question

E-business
answer

electronically mediated info exchanges both with an org and with external stakeholders supporting the range of the business process.
question

Stage models
answer

models for the development of different levels of internet marketing services.
question

Brochureware site
answer

a simple site with limited interaction with the user that replicates offline marketing literature.
question

Digital transformation
answer

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
question

Digital media channels
answer

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.
question

Display ads
answer

use of graphical or rich media ad units within a web page to achieve goals of delivering brand awareness, familiarity, favorability, and purchase intent.
question

Pay-per-click
answer

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
question

Search engine optimization
answer

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.
question

Affiliate marketing
answer

commission-based arrangement where referring sites receive a commission on sales or leads by merchants.
question

Email marketing
answer

typically applied to outbound communications from a company to prospects or customers to encourage purchase or branding goals.
question

Landing page
answer

Destination page when a user clicks an ad or other form of link from a referring site
question

Rich media
answer

Ads or site content that are not static, but provide animation, sound, or interactivity
question

Web analytics
answer

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.
question

Feeds
answer

blog, news, or other content delivered by an XML standard and syndicated for other sites or read
question

Social media marketing
answer

monitoring and facilitating C2C interaction and participation throughout the web to encourage positive engagement with a company and its brands. -elements of social media
question

Web 2.0 concept
answer

collection of web services involving data exchange between sites that facilitate participation and interaction of web users.
question

Video marketing
answer

the use of video to gain visibility in search marketing, video hosting sites, and to engage site visitors.
question

Web 3.0
answer

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.
question

Inbound marketing
answer

the consumer is proactive in seeking out information for their needs and interactions with brands are attracted through content, search and social media marketing.
question

Sense and respond communication
answer

customer behavior is monitored at an individual level and the marketer responds with communications tailored to the individuals need.
question

Outbound internet based communications
answer

website and email marketing are used to send personalized communications to customers.
question

Inbound internet based communications
answer

customers enquire through web-based forums and email
question

Disintermediation
answer

the removal of intermediaries such as distributors or brokers that formerly linked a company to its customers
question

Reintermediation
answer

the creation of new intermediaries between customers and suppliers providing services such as supplier search and product evaluation.
question

Customer engagement
answer

Repeated interactions that strengthen the emotional, psychological, or physical investment a customer has in a brand
question

Permission marketing
answer

customers agree to be involved in an orgs marketing activities, usually as a result of an incentive.
question

Content marketing
answer

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.

Get instant access to
all materials

Become a Member