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Course 1 Flashcards

1
Q

Ad extension

A

A google ads feature that shows additional info about the business

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2
Q

Agency

A

An outside partner that fulfills business’s needs in advertising and marketing

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3
Q

Attribution

A

Determining which content and channels are responsible for generating leads, conversions, or sign-ups

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4
Q

Awareness stage

A

The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service

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5
Q

Brand

A

How a business or organization is perceived by the public

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6
Q

Brand equity

A

The value consumers attribute to one brand’s offerings when compared with similar products from another brand

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7
Q

Brand safety

A

Keeping a brand’s reputation safe when they advertise online

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8
Q

Business goal

A

A desired aim, achievement, or outcome for a business

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9
Q

Business-to-business (B2B)

A

Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)

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10
Q

Business-to-consumer (B2C)

A

Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)

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11
Q

Change management

A

Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly

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12
Q

Consideration stage

A

The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service

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13
Q

Consumer-to-business (C2B)

A

Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)

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14
Q

Consumer-to-consumer (C2C)

A

Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)

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15
Q

Content marketing

A

A marketing technique that focuses on creating and distributing valuable content to a specific audience

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16
Q

Conversion

A

The completion of an activity that contributes to the success of a business

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17
Q

Conversion rate

A

The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product

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18
Q

Conversion stage

A

The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown

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19
Q

Cost per click (CPC)

A

The amount an advertiser pays when someone clicks on a PPC ad

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20
Q

Customer journey

A

The path customers take from learning about a product, to getting questions answered, to making a purchase

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21
Q

Customer journey map

A

A visualization of the touchpoints a typical customer encounters along their purchase journey

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22
Q

Customer lifetime value (LTV or CLV)

A

The average revenue generated per customer over a certain period of time

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23
Q

Customer persona

A

Represents a group of similar people in a desirable audience

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24
Q

Data

A

A collection of facts or information

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24
Data analysis
Examining data to draw conclusions, make predictions, and drive informed decision-making
25
Data analytics
Monitoring and evaluating data to gain actionable insights
26
Data anonymization
Techniques to mask or remove personal information from data to protect the identities of people
27
Data bias
Human error that skews data collection or interpretation of data in a certain direction
28
Data-driven attribution
Measures customer engagement with marketing content across channels to understand what is motivating them to take action
29
Data ethics
The study and evaluation of moral challenges related to data collection and analysis
30
Data privacy
Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted
31
Data reporting
Organizing and summarizing data to track performance across marketing and sales efforts
31
Data pulling
Collecting data from analytics tools and putting it in a spreadsheet or database
32
Data storytelling
Conveying data insights to a specific audience using a clear and compelling narrative
33
Data visualizations
Graphical representations of data that convey information
34
Digital channel
Any communication method or platform a business can use to reach their target audience online
35
Digital marketing
The practice of reaching consumers online through digital channels with the aim of turning them into customers
36
Display ad
A visual ad format placed on websites or applications
37
Earned media
Positive digital exposure generated through personal or public recommendations
38
E-commerce
The buying and selling of goods or services using the internet
39
Email marketing
Sending messages to a list of existing subscribers to share information, drive sales, or create community
40
Engagement marketing
(refer to experiential marketing)
41
Experiential marketing
The process of encouraging consumers to not only purchase a brand or product, but to experience it
42
Frequency
How many times an individual encounters an ad
43
First click attribution
Assigns all the credit to the first touchpoint that eventually leads to a conversion
44
Impressions
The total number of times an ad appears on people’s screens
45
Inclusive marketing
The practice of improving representation and belonging within the marketing and advertising materials that an organization creates
46
Influencer marketing
The process of enlisting influential people to endorse or mention a brand or product to their followers on social media
47
In-house
Within a single company
48
Key performance indicator (KPI)
A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal
49
Keyword
A search term people use to find information, products, and services online
50
Last click attribution
Assigns all the credit to the last known touchpoint before conversion
51
Lead
A potential customer who has interacted with a brand and shared personal information, like an email address
52
Local search
A search query that generates local-based search results
52
Linear attribution
Assigns equal credit to each touchpoint along the customer journey
53
Loyalty stage
The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates
54
Local SEO
Optimizing content so that it displays in Google's local search algorithms
55
Marketing funnel
A visual representation of the process through which people go from learning about a brand to becoming loyal customers
56
Media mix
A combination of digital channels marketers use to reach their goals and how they divide their budget among them
57
Omnichannel
The integration or synchronization of content on multiple channels
58
Owned media
All the digital content a brand fully controls
59
Paid media
Any form of digital promotion a brand pays to put online
60
Pain points
The problems customers want to solve
61
Pay-per-click (PPC)
A type of advertising that allows the advertiser to pay only when someone clicks on an ad link
62
Performance marketing
The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies
63
Performance reporting
(refer to data reporting)
63
Reach
The total number of unique individuals who encounter an ad across their different devices
64
Personally identifiable information (PII)
Information that could be used to directly identify, contact, or locate an individual
65
Return on ad spend (ROAS)
How much revenue is gained versus how much was spent
66
Search engine marketing (SEM)
Generating traffic to a website through paid ads that appear in search engine results
67
Search engine optimization (SEO)
The process of increasing the visibility of website pages on search engines to attract more relevant traffic
68
Search engine results pages (SERPs)
The pages of results a search engine produces when someone performs a search
69
Segmentation
Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history
70
Social media marketing
The process of creating content for different social media platforms to drive engagement and promote a business or product
71
Touchpoint
Any interaction a customer has with a brand during their purchase journey
72
Target audience
The group of people most likely to purchase a company's products
73

Marketing (4 decks)

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