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Course 3 Flashcards

1
Q

A/B testing

A

A method of testing where two versions of content with a single differing variable are compared to determine which yields better results

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2
Q

Accessibility

A

Considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities

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3
Q

Ad auction

A

A process that determines the best ad to show to a person at a given point in time

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4
Q

Ad spend

A

How much a company spends directly on advertisements

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5
Q

Alt text

A

A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired

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5
Q

Blogging

A

Refers to self-published writing that lives online

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6
Q

Applause rate

A

The number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to the total number of followers

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7
Q

Brand awareness:

A

How familiar people are with a particular business or product

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7
Q

Awareness stage

A

The first stage of the marketing funnel, when a marketer captures an audience’s attention

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7
Q

Brand position statement

A

Outlines exactly what a company does and for whom, and what makes it different from competitors

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8
Q

Bidding strategy

A

The approach that tells how much a marketer will pay for each user action related to an ad

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8
Q

Bid modification

A

Bidding a percentage more or less than a starting bid

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9
Q

Brand awareness metrics

A

Metrics that measure the attention a brand received across all social media platforms during a reporting period

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9
Q

Brand voice

A

The distinct personality a brand takes on in its communications

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9
Q

Brand identity

A

The combination of elements that inform how people perceive a brand

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9
Q

Chronological feed

A

A social media stream that displays the latest published content first

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10
Q

Color contrast ratios

A

Measures the luminescence (or brightness) of a lighter color against the luminescence of a darker color

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10
Q

Customer persona

A

Represents a group of similar people in a desirable audience

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10
Q

Custom audiences

A

A platform feature that allows a marketer to create relevant remarketing campaigns to reach highly-specific groups of people by uploading email lists of existing customers and followers

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10
Q

Brand voice guidelines

A

Describe the way a brand should be presented in writing

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10
Q

Branded content

A

Any post that features a third-party product, brand, or sponsor

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11
Q

Conversion stage

A

The third stage of the marketing funnel, when a marketer capitalizes on the interest people have already shown

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11
Q

Call to action

A

An instruction that tells the customer what to do next

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11
Q

Closed captions

A

Subtitles that are overlaid on video and can be turned on and off by users

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11
Cost per acquisition (CPA)
The average cost of acquiring a potential customer
12
Consideration stage
The second stage of the marketing funnel, when a marketer provides customer with more detailed information
12
Content buckets
Categories to group marketing content
13
Cookie
A small file stored on devices that tracks user behavior and analyzes traffic
13
Creatives
Any content that can be promoted in a campaign, such as text, images, GIFs, or videos
13
Cost per thousand impressions (CPM)
The amount a marketer pays for every 1,000 impressions an ad receives
13
Cost per click (CPC)
The amount a marketer pays when someone clicks on their ad
14
Cost per view (CPV)
The amount a marketer pays when a viewer watches a video ad for a minimum amount of time or interacts with it, such as when they click a link embedded in the video
15
Earned media
Any positive digital exposure generated through personal or public recommendations
16
Demographic targeting
Delivering an ad based on user information, like age
17
Evergreen content
Content that will be relevant over a long period of time
17
Engagement
How an audience interacts with a brand on social media
18
Goal-based automated bidding
A bidding strategy where a marketer sets an ROAS or cost per action target to maximize the advertising goal at a certain efficiency
19
Follower
Someone who opts in to receive updates from a business or brand on a social media platform
19
GIF
An animated image
20
Hashtag
A word or phrase preceded by the pound symbol that indicates that a piece of content relates to a specific topic or category
20
Hashing
A security method which turns the personal information in email lists into randomized code
21
Influencer
A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media
21
Impression
When a piece of content is displayed to a target audience
22
Location targeting
Delivering an ad based on user locatio
22
Insight report
A report that finds meaning in the data and aims to communicate that meaning at a high-level to stakeholders
22
Influencer marketing
Involves a brand collaborating with an online influencer to market one of its products or services
22
Influencer-generated content
Any post created by an influencer that promotes a brand’s products and services
23
Interest targeting
Delivering an ad based on user preferences
23
Influencer marketing platform
Influencer marketing platform
24
Informative report
A report used to provide company leadership with a broad understanding of campaign performance, focusing on larger metrics like return on investment (ROI) and other key performance indicators (KPIs)
25
KPI (key performance indicator)
A measurement used to gauge how successful an organization is in its effort to reach a business or marketing goal
25
List-based remarketing
Uses lists of existing customers or visitors who have provided their email address and shows specific ads to them
25
Manual bidding
Managing bids based on the criteria the marketer selects
25
Internet troll
A person who intentionally antagonizes others online by posting inflammatory, unnecessary, or offensive comments or other disruptive content
25
Lead
A potential customer who has interacted with a brand and shared personal information, like an email address
26
Lookalike audience
People with similar demographics and behaviors who haven’t yet been introduced to a brand
27
Loyalty stage
The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates
28
Macro-influencers
Influencers with between 100,000 and 1 million followers
28
Microblogging
Blogging on a smaller scale; Ideal for distributing short-form content quickly and frequently
29
Marketing funnel
A visual representation of the process through which people go from learning about a brand to becoming loyal customers
29
Maximum bid
The highest amount a marketer is willing to bid on a platform; also known as the ceiling
29
Mega-influencers
Influencers with 1 million or more followers
30
Metric
A quantifiable measurement that is used to track and assess a business objective
30
Meme
An amusing or interesting item—such as a captioned picture or video—that is spread widely online
31
Minimum bid
The lowest amount a marketer is allowed bid on a platform; also known as the floor
31
Micro-influencers
Influencers with between 10,000 and 100,000 followers
32
Monthly active users
Refers to the number of unique customers who visit a platform over a month-long span
33
Open captions
Subtitles that are embedded directly in video and can’t be hidden or turned off by users
34
Organic social media
Any social media activity that does not require a paid promotion
34
Multivariate testing
А method of testing where two or more versions of content with several differing variables are compared to determine which combination yields better results
35
Net Promoter Score
A metric that helps predict future customer engagement by asking customers: “How likely is it that you would recommend our product to a friend?”
35
Nano-influencers
Influencers with 10,000 followers or fewer
35
Paid social media
Displaying paid advertisements or sponsored marketing messages on social media platforms to target a specific audience
36
Owned media
All the digital content a brand fully controls
37
Operational report
A report that provides real-time updates and information on metrics like audience growth rates, impressions, click-through rates, and more
38
Pixel-based remarketing
A process that sends ads automatically to users after placing a cookie into their web browser that tracks the pages and products they view
38
Paid media
Any form of digital promotion a brand pays to put online
39
Pay-per-click advertising
A type of advertising where the marketer pays each time someone clicks on their ad
39
Potential reach
A metric that measures how many people have potentially seen a post
39
Qualitative data
Information that describes qualities or characteristics
39
Pillars of social media marketing
The pillars that can help guide an effective social media marketing campaign: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media
39
Real-time marketing
A marketing approach that involves responding to current events, trends, or feedback in real or near-real time, almost always on social media
39
Promoted post
A social media post that a marketer pays the platform to make more visible
40
Referral
Refers to how someone was guided to a website
40
Remarketing
A strategy in which a marketer uses paid ads to target customers who have visited a website, app, or social media profile
40
Quantitative data
Information that can be counted or compared on a numeric scale
41
Repurposing content
The process of recreating and republishing content in different formats
42
Rule of seven
A marketing concept that states a potential customer must see a message at least seven times before they’re ready to take action
43
SMART
A goal-setting method that can help define and measure the success of the goals of a campaign; Stands for “specific,” “measurable,” “attainable,” “relevant,” and “time-bound”
44
Social listening
Refers to tracking and analyzing conversations and trends related to a brand
45
Social media
Any digital tool that enables users to create and share content publically
45
Social media analytics
The process of collecting data from social media platforms and analyzing that data to make business decisions
46
Social listening tool
Software that helps track mentions of a brand, relevant keywords, and direct feedback from multiple social media platforms in one place
47
Social media algorithm
A way of sorting posts in a user’s feed based on relevancy rather than the order in which they are published
48
Social media calendar
A calendar of all social media posts
49
Social media engagement
Refers to the actions people take on social media, such as likes, favorites, comments, shares, Retweets, saves, clicks, hashtags, and mentions
49
Social media report
A document that presents relevant data and analysis about a brand’s social media activities
49
Social media marketing
The process of creating content for different social media platforms in order to drive engagement and promote a business or product
50
Social media sentiment
The attitude and feelings people have about a brand on social media
51
Social media target audience
The specific group of people a company wants to reach on social media platforms
52
Social testing
A process that provides data-driven insights about a brand’s social media performance and audience preferences
53
Suggested bid
A recommended bid range
54
Spend-based automated bidding
A bidding strategy where a marketer sets a daily budget to maximize their advertising goal
55
Visual hierarchy
A structured organization of visual components that groups elements together, places elements in a natural or predictable pattern (such as reading from left to right), or leads to the most important elements to click on
55
Target audience
The group of people most likely to purchase a company’s products
56
Tweet
Any message posted to Twitter; May contain elements like text, photos, videos, links, and audio
56
Tone
How a brand’s voice is applied
57
User-generated content (UGC)
Any content created by people, rather than brands

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