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Marketing > Course 3 > Flashcards

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
Q

Cost per acquisition (CPA)

A

The average cost of acquiring a potential customer

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12
Q

Consideration stage

A

The second stage of the marketing funnel, when a marketer provides customer with more detailed information

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12
Q

Content buckets

A

Categories to group marketing content

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13
Q

Cookie

A

A small file stored on devices that tracks user behavior and analyzes traffic

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13
Q

Creatives

A

Any content that can be promoted in a campaign, such as text, images, GIFs, or videos

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13
Q

Cost per thousand impressions (CPM)

A

The amount a marketer pays for every 1,000 impressions an ad receives

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13
Q

Cost per click (CPC)

A

The amount a marketer pays when someone clicks on their ad

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14
Q

Cost per view (CPV)

A

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

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15
Q

Earned media

A

Any positive digital exposure generated through personal or public recommendations

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16
Q

Demographic targeting

A

Delivering an ad based on user information, like age

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17
Q

Evergreen content

A

Content that will be relevant over a long period of time

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17
Q

Engagement

A

How an audience interacts with a brand on social media

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18
Q

Goal-based automated bidding

A

A bidding strategy where a marketer sets an ROAS or cost per action target to maximize the advertising goal at a certain efficiency

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19
Q

Follower

A

Someone who opts in to receive updates from a business or brand on a social media platform

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19
Q

GIF

A

An animated image

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20
Q

Hashtag

A

A word or phrase preceded by the pound symbol that indicates that a piece of content relates to a specific topic or category

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20
Q

Hashing

A

A security method which turns the personal information in email lists into randomized code

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21
Q

Influencer

A

A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media

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21
Q

Impression

A

When a piece of content is displayed to a target audience

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22
Q

Location targeting

A

Delivering an ad based on user locatio

22
Q

Insight report

A

A report that finds meaning in the data and aims to communicate that meaning at a high-level to stakeholders

22
Q

Influencer marketing

A

Involves a brand collaborating with an online influencer to market one of its products or services

22
Q

Influencer-generated content

A

Any post created by an influencer that promotes a brand’s products and services

23
Q

Interest targeting

A

Delivering an ad based on user preferences

23
Q

Influencer marketing platform

A

Influencer marketing platform

24
Q

Informative report

A

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
Q

KPI (key performance indicator)

A

A measurement used to gauge how successful an organization is in its effort to reach a business or marketing goal

25
Q

List-based remarketing

A

Uses lists of existing customers or visitors who have provided their email address and shows specific ads to them

25
Q

Manual bidding

A

Managing bids based on the criteria the marketer selects

25
Q

Internet troll

A

A person who intentionally antagonizes others online by posting inflammatory, unnecessary, or offensive comments or other disruptive content

25
Q

Lead

A

A potential customer who has interacted with a brand and shared personal information, like an email address

26
Q

Lookalike audience

A

People with similar demographics and behaviors who haven’t yet been introduced to a brand

27
Q

Loyalty stage

A

The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates

28
Q

Macro-influencers

A

Influencers with between 100,000 and 1 million followers

28
Q

Microblogging

A

Blogging on a smaller scale; Ideal for distributing short-form content quickly and frequently

29
Q

Marketing funnel

A

A visual representation of the process through which people go from learning about a brand to becoming loyal customers

29
Q

Maximum bid

A

The highest amount a marketer is willing to bid on a platform; also known as the ceiling

29
Q

Mega-influencers

A

Influencers with 1 million or more followers

30
Q

Metric

A

A quantifiable measurement that is used to track and assess a business objective

30
Q

Meme

A

An amusing or interesting item—such as a captioned picture or video—that is spread widely online

31
Q

Minimum bid

A

The lowest amount a marketer is allowed bid on a platform; also known as the floor

31
Q

Micro-influencers

A

Influencers with between 10,000 and 100,000 followers

32
Q

Monthly active users

A

Refers to the number of unique customers who visit a platform over a month-long span

33
Q

Open captions

A

Subtitles that are embedded directly in video and can’t be hidden or turned off by users

34
Q

Organic social media

A

Any social media activity that does not require a paid promotion

34
Q

Multivariate testing

A

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
Q

Net Promoter Score

A

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
Q

Nano-influencers

A

Influencers with 10,000 followers or fewer

35
Q

Paid social media

A

Displaying paid advertisements or sponsored marketing messages on social media platforms to target a specific audience

36
Q

Owned media

A

All the digital content a brand fully controls

37
Q

Operational report

A

A report that provides real-time updates and information on metrics like audience growth rates, impressions, click-through rates, and more

38
Q

Pixel-based remarketing

A

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
Q

Paid media

A

Any form of digital promotion a brand pays to put online

39
Q

Pay-per-click advertising

A

A type of advertising where the marketer pays each time someone clicks on their ad

39
Q

Potential reach

A

A metric that measures how many people have potentially seen a post

39
Q

Qualitative data

A

Information that describes qualities or characteristics

39
Q

Pillars of social media marketing

A

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
Q

Real-time marketing

A

A marketing approach that involves responding to current events, trends, or feedback in real or near-real time, almost always on social media

39
Q

Promoted post

A

A social media post that a marketer pays the platform to make more visible

40
Q

Referral

A

Refers to how someone was guided to a website

40
Q

Remarketing

A

A strategy in which a marketer uses paid ads to target customers who have visited a website, app, or social media profile

40
Q

Quantitative data

A

Information that can be counted or compared on a numeric scale

41
Q

Repurposing content

A

The process of recreating and republishing content in different formats

42
Q

Rule of seven

A

A marketing concept that states a potential customer must see a message at least seven times before they’re ready to take action

43
Q

SMART

A

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
Q

Social listening

A

Refers to tracking and analyzing conversations and trends related to a brand

45
Q

Social media

A

Any digital tool that enables users to create and share content publically

45
Q

Social media analytics

A

The process of collecting data from social media platforms and analyzing that data to make business decisions

46
Q

Social listening tool

A

Software that helps track mentions of a brand, relevant keywords, and direct feedback from multiple social media platforms in one place

47
Q

Social media algorithm

A

A way of sorting posts in a user’s feed based on relevancy rather than the order in which they are published

48
Q

Social media calendar

A

A calendar of all social media posts

49
Q

Social media engagement

A

Refers to the actions people take on social media, such as likes, favorites, comments, shares, Retweets, saves, clicks, hashtags, and mentions

49
Q

Social media report

A

A document that presents relevant data and analysis about a brand’s social media activities

49
Q

Social media marketing

A

The process of creating content for different social media platforms in order to drive engagement and promote a business or product

50
Q

Social media sentiment

A

The attitude and feelings people have about a brand on social media

51
Q

Social media target audience

A

The specific group of people a company wants to reach on social media platforms

52
Q

Social testing

A

A process that provides data-driven insights about a brand’s social media performance and audience preferences

53
Q

Suggested bid

A

A recommended bid range

54
Q

Spend-based automated bidding

A

A bidding strategy where a marketer sets a daily budget to maximize their advertising goal

55
Q

Visual hierarchy

A

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
Q

Target audience

A

The group of people most likely to purchase a company’s products

56
Q

Tweet

A

Any message posted to Twitter; May contain elements like text, photos, videos, links, and audio

56
Q

Tone

A

How a brand’s voice is applied

57
Q

User-generated content (UGC)

A

Any content created by people, rather than brands

Marketing (4 decks)

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