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D098 Unit 2 Module 3

Strategy and the Buyer's Journey

TermDefinition
Integrated Marketing Communication (IMC) Use of consistent communications across various channels that are intended to reinforce each other
Call to Action A piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive (e.g., buy now or click here)
Touchpoint Any way a consumer can interact with a business, whether it be person-to-person, through a website, an app, or any form of communication
Click-Through Rate (CTR) Percentage of people who click a link in an email relative to the number of emails delivered
Impressions Instances where an advertisement is displayed to consumers
Conversion When a potential customer performs a desired action
USSD Communications protocol consisting of short messages up to 182 alphanumeric characters, sometimes called Quick Codes or Feature Codes
Push Notifications Small message used by an application to bring information to users' attention, such as a special offer from a vendor
Custom Apps. A mobile application unique to a particular company or brand
AIDA Awareness, Interest, Desire, Action
Buyer's Journey The active investigative process engaged in by the potential customer, or buyer, prior to making a purchase.
Awareness The potential buyer recognizes the existence of the problem or opportunity.
Consideration The potential buyer has a clearly defined problem or opportunity and needs to understand and evaluate potential solutions (or even categories of solutions).
Decision The potential buyer has identified and evaluated available options.
TOFU Top of the sales funnel, focused on bringing the customer in through awareness
MOFU Middle of the sales funnel, focused on nurturing customers to move them through awareness and interest into desire and action
BOFU Bottom of the sales funnel, focused on the consumer buying the product or service
White Paper Authoritative report to inform readers about a specific topic used to promote a product or service
Buyer Personas Generalized representations of a company's target customers, their key concerns, and buying decision criteria
Affiliate Programs Performance-based programs where a business awards partners for their own marketing efforts in driving business to a website
Search Advertising The advertiser pays only when someone clicks on their advertisement or other action based on the bidding strategy used.
Online Advertising Covers advertising in all areas of the internet—advertisements in emails, on social networks and mobile devices, and display advertisements on normal websites.
Affiliate Marketing A system of reward whereby referrers are given a "finder's fee" for every referral they give.
Video Marketing Creating video content. This can be either outright video advertising, or can be valuable, useful, content marketing.
Social Media Media in the form of text, visuals, and audio, that can be shared online. It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer.
Attribution Assigning credit for a sale to a particular touchpoint
Single-Touch Attribution Attribution model that gives credit for the sale to one specific marketing activity
First-Touch Attribution Attribution model giving credit for a sale to the first marketing activity the buyer engaged with before the purchase
Last-Touch Attribution Attribution model giving credit for a sales to the las marketing activity the buyer engaged with before the purchase
Multipoint Attribution Attribution model that evaluates all touchpoints a consumer engaged with leading to a purchase
Click to Open Rate (CTOR) Email marketing metric comparing the number of clicks to the number of opens
Created by: D098
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