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D373 Terms
Marketing in the Digital Era Section #2 Lesson #2
| Term | Definition |
|---|---|
| Buyer's Journey Stages | Awareness, Consideration, Decision |
| Call-to-Action (CTA) | An image or line of text that prompts visitors, leads, and customers to perform a desired action. ("Subscribe to the Newsletter", "Buy Now") |
| Content Marketing | A strategic marketing approach that focuses on creating and distributing content that is valuable, relevant and consistent; ultimate goals are lead generations and customer acquisition. |
| Awareness Stage (Buyer's Journey) | Identify a need, problem, or opportunity. |
| Consideration Stage (Buyer's Journey) | Actively considering a new product or service. |
| Decision Stage (Buyer's Journey) | Make the purchase decision based on the products that meet your specific needs including features and price. |
| Data-Driven Communications | The use of data to better understand target markets to deliver more relevant, contextual, or personalized messages. |
| Earned Media | A category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services; drives organic traffic to a company website through SEO. |
| Impressions | The number of times an advertisement appears in front of the user. |
| Inbound Marketing | A marketing strategy that focuses on attracting customers via company-created Internet content. Pulls consumers to your brand through value-added content that is relevant, contextual, or personalized. |
| Integrated Marketing Communications (IMC) | Carefully integrating & coordinating the companys many communications channels to deliver a clear, consistent, and compelling message about the organization, product advertising, PR, digital, direct marketing, events experiences, promotion personal sales. |
| Objective | A short term, specific goal that leads to a larger goal; typically specific, measurable, achievable, relevant, and time-bound. |
| Organic Content | Content developed by a company that is featured on its website, social media, and its communications (NOT paid ads). |
| Owned Media | Internet sites, such as websites, blogs, Facebook, and Twitter accounts, that are owned by a company. |
| Paid Media | A category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space. |
| Point-of-Purchase | Advertising or other display materials set up at retail locations to promote products to potential customers as they are making their purchase decisions. |
| Pull Promotional Strategy | Companies attempt to influence customers to ask for a branded product at their favorite retailer.. |
| Push Promotional Strategy | Aimed at wholesalers and retailers, to encourage them to market the product to consumers.. |
| Reach | The number of target consumers exposed to a commercial at least once during a specific period. |
| Search Engine Results Page (SERP) | The results a search engine lists in response to a user query. |
| Subscribed Audience | Prospects and customers who have subscribed to a company's email list, YouTube channel, etc, indicating they want to hear from the company. |
| ABLE Framework | Designed to help companies create effective marketing communications while simplifying the evaluation and creation process. Four components include attention, benefit, linkage, and equity. |
| Brand Advocate | A person who is loyal to your brand and speaks favorably about your brand to others. |
| Creative Brief | A guideline or blueprint for the marketing communication program that guides the creative process; identifies goals, objectives, strategies, and deliverables. |
| Customer Relationship Management (CRM) | Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty; includes a data system that allows departments to store and share common customer data. |
| Customer Segmentation | Divides a market into categories that share similar attributes such as age, location, gender, habits, and so on. |
| First Party Data | Data on user or consumer behavior that is collected by an organization from the people who use the organization's websites or online services. |
| Key performance indicators (KPIs) | The quantifiable metrics a company uses to evaluate progress toward critical success factors. |
| Marketing Automation | A group of systems and technologies that can be used to establish a set of rules for handling different marketing related processes in an automated fashion (i.e schedule email campaigns, social media posts, etc.). |
| Marketing Communications | The various efforts and tools companies use to communicate with customers and prospects, to educate, inform, and entertain. Primary objectives to create awareness, elicit a response, and stimulate demand leading to a purchase. |
| Metric | A standard of measurement (i.e. website visits, clicks). |
| Advertising | Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor (offline or online). |
| Public Relations (PR) | Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. |
| Digital Marketing | Uses all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers (social media, website, SEO). |
| Direct Marketing | Direct communication between a seller and an individual customer using a promotion method other than face-to-face personal selling (email, mail, text). |
| Events and Experiences | Company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers, including sports, arts, entertainment, and cause events as well as less formal activities. |
| Sales Promotion | Short-term incentives to encourage the purchase or sale of a product or service (coupons, end-cap displays, table tents, free trials). |
| Personal Selling | The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision.(sale reps, chat reps, phone reps). |
| SEO (Search Engine Optimization) | The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine. |
| Paid Search | The process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words. |
| Customer Acquisition Process | Reaching the prospect Attracting the prospect Engaging the prospect Following up with the prospect Nurturing the prospect Converting the prospect into a customer Retaining the customer Delighting the customer |
Created by:
crazy08
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