Marketing 320 Exam 3

Digital Marketing
Marketing that incorporates the components of e commerce internet marketing mobile marketing and social media
e commerce
selling goods and services on the internet
a type of lure or attraction that brings people to a website
interactive marketing
the development of marketing programs that create interplay between consumers and business
content marketing
providing useful information and product use solutions to potential customers
geo targeting
advertising designed to reach customers where they are located based on contacting their mobile communication devices
behavioral targeting
using web data to identify and target individuals most likely to purchase an item
dwell rate
measures the proportion of ad impressions that resulted in users clicking and ad or mousing over it
measures the amount of time individuals spend engaged with an advertisement
the online musings of an individual or group; the term is derived from web logs
mini applications embedded in a banner ad that permit a consumer access to some form of dynamic content provided by an external source other than the company where the ad esides
brand spiraling
the practice of using traditional media to promote and attract consumers to a website
personalized URLs
a personalized web page preloaded with the customers personal data, contact information, purchase behavior, and previous interactions with the company
search engine optimization
the process of increasing the probability of a particular company’s website emerging from a search
social media
any digital tool or venue that allows individuals to socialize on the web
social network
a social structure of individuals and or organizations that are tied together in some manner
social media marketing
the utilization of social media and or social networks to market a product company or brand
general social networking sites
websites that are broadly based and designed to appeal to all demographics regardless of gender age race income or education
niche social networking site
a website that focuses on a specific interest hobby or demographic group
social bookmarking sites
websites that allow individuals to share bookmarks of websites
social listening
a social media marketing strategy that involves listening to a social chatter
content seeding
a social media marketing strategy that involves providing incentives for consumers to share content about a brand
real time marketing
the creation and execution of an instantaneous marketing message in response to and in conjunction with and occurrence during a live event
interactive blogs
a marketing strategy in which a blog allows visitors to make comments or posts
viral marketing
an advertisement tied to an email or other form of online communication in which one person passes on the advertisement or email to other consumers
buzz score
a measure of the number of times a brand receives a mention on a social network within a specific time frame
alternative marketing
the use of buzz word of mouth and lifestyles messages at times when consumers are relaxing and enjoying hobbies and events
buzz marketing
an emphasis on consumers passing along information about a product to others also known as word of mouth marketing
stealth marketing
the use of surreptitious practices to introduce a product to individuals without disclosing or revealing the true relationship with the brand
guerrilla marketing
programs designed to obtain instant results through the use of limited resources by relying on creativity high quality relationships and the willingness to try new approaches
lifestyle marketing
marketing methods associated with the hobbies and entertainment venues of the target audience
experiential marketing
a program that combines direct marketing field marketing and sales promotions into a single consumer experience
product placement
the planned insertion of a brand or product into a movie television show or some other media program
branded enterainment
the integration of entertainment and advertising by embedding brands into the story line of a movie television show or other entertainment medium
branded video games
any form of special display that advertises merchandise
brand communities
a link that forms due to an association between the brand and consumer and others who own or purchase the brand

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