Attract and Engage Customers with Digital Marketing (Glossary terms from week 1) Flashcards
A method of testing where two versions of content with a single differing variable are compared to determine which yields better results
A/B testing
When a potential customer adds an item to their cart but doesn’t complete the purchase
Abandoned cart
The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service
Awareness stage
The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service
Consideration stage
A marketing technique that focuses on creating and distributing valuable content
Content marketing
The percentage of users or website visitors who take a desired action
Conversion rate
The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown
Conversion stage
Any written material that encourages a customer to buy a product or service
Copy
Represents a group of similar people in a desirable audience
Customer persona
What is preventing the customer from achieving their goal
Customer persona barrier
What the customer wants to achieve
Customer persona goal
Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location
Demographics
A visual ad format placed on websites or applications
Display ad
Sending messages to a list of existing subscribers to share information, drive sales, or create community
Email marketing
Involves a brand collaborating with an online influencer to market one of its products or services
Influencer marketing
The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates
Loyalty stage
An advertisement delivered to previous purchasers, subscribers, or visitors to a brand’s website or social media
Remarketing ad
Increasing a website’s visibility on a search engine results page through paid advertising
Search engine marketing (SEM)
The process of increasing the visibility of website pages on search engines in order to attract more relevant traffic
Search engine optimization (SEO)
The process of creating content for different social media platforms in order to drive engagement and promote a business or product
Social media marketing
When a customer shares a product or service with their social media followers
Social share
A plan to achieve a marketing goal
Strategy
An action a marketer takes to make a marketing goal happen
Tactic
An explanation of why a product or service is better than the competition
Unique selling proposition (USP)
A presentation, typically educational, that is provided online
Webinar
