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Digital marketing > Digital marketing and E-commerce > Flashcards

Digital marketing and E-commerce Flashcards

1
Q

404 page

A

A URL that tells the visitor that the webpage does not exist.

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2
Q

Abandoned cart

A

When a potential customer adds an item to their cart, but doesn’t complete the purchase.

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2
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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3
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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4
Q

Acquisition email

A

An email sent to acquire new customers.

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5
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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6
Q

Ad extension

A

A Google Ads feature that shows additional information about the business, such as website links, a phone number, or address.

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7
Q

Ad formats

A

Elements such as text, videos, images, digital content ads, and more that make up a Google Ad.

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8
Q

Ad group

A

A group of ads that is organized by a group of keywords.

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9
Q

Ad spend

A

How much a company spends directly on advertisements.

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10
Q

Agency

A

An outside partner that fulfills a company’s digital marketing and advertising needs.

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11
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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12
Q

Anchor text

A

The visible text in a hyperlink

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13
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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14
Q

Area chart

A

Represents data in the same way as a line chart, but with the space under the line filled in to form a visual area

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15
Q

Artificial intelligence (AI)

A

A field developing intelligent machines and software that simulate human thought or work

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16
Q

Attribution

A

Assigns credit for conversions from ads, last clicks, or other touch points along a user’s path to conversion completion

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17
Q

Attribution project

A

Organization for macro and micro conversions in Google Analytics

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18
Q

Automated bidding strategy

A

A Google Ads feature that automatically sets a bid for an ad based on an ad’s likelihood to result in a click or conversion that helps achieve a specific goal

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19
Q

Autonomous marketing

A

Uses real-time analytics to automate marketing activities

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20
Q

Average daily budget

A

The average amount set for each ad campaign on a per-day basis

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21
Q

Average order value (AOV)

A

The sum of individual order amounts divided by the number of orders

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22
Q

Average session duration

A

Reported in seconds, a calculation that divides the total duration of all sessions by the number of sessions

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23
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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24
Q

Backlink

A

A link that points to a website from another site

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25
Q

Behavioral data

A

Refers to information about the actions a customer takes—or doesn’t take—when it comes to shopping on a website

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26
Q

Best sellers report

A

A report in Google Merchant Center that provides information about the most popular brands and products used in Shopping ads and free listings

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27
Q

Bid

A

The amount a marketer is willing to spend each time a potential customer clicks their ad or calls their business

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28
Q

Bid modification

A

Bidding a percentage more or less than a starting bid

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29
Q

Bidding strategy

A

Tells an advertiser how much to pay for each user action related to an ad

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30
Q

Big data

A

A field in analytics that systematically mines and extracts information from very large datasets for insights

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31
Q

BigQuery

A

Google’s cloud-based data warehouse solution

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32
Q

Blog

A

A discussion or informational website published on the internet consisting of discrete, often informal diary-style text entries

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33
Q

Blogging

A

Refers to self-published writing that lives online

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34
Q

BOPIS

A

An acronym for “buy online, pick up in store”

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35
Q

Bounce rate

A

The percentage of website visitors who view one page and then leave the site

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36
Q

Brand

A

How a business or organization is perceived by the public

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37
Q

Branding

A

To promote a product or service by identifying it with a particular brand

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38
Q

Brand advocacy

A

Measures the number of customers who promote a brand through word-of-mouth marketing or other methods

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39
Q

Brand awareness

A

How familiar people are with a particular business or product

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40
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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41
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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42
Q

Brand evangelists

A

Customers who are so passionate about a product or service that they enthusiastically promote it to others

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43
Q

Brand identity

A

The combination of elements that inform how people perceive a brand

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44
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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45
Q

Brand safety

A

Keeping a brand’s reputation safe when they advertise online

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46
Q

Brand voice

A

The distinct personality a brand takes on in its communications

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47
Q

Brand voice guidelines

A

Describes the way a brand should be presented in writing

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48
Q

Branded content

A

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

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49
Q

Breadcrumbs

A

A row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the homepage

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50
Q

Brick-and-mortar

A

A traditional retail store with a specific location where customers can come to shop

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51
Q

Broad match

A

A keyword match type in Google Ads that shows ads when someone searches for a term related to a keyword

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52
Q

Broken link

A

A link that leads to a webpage that no longer exists

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53
Q

Budget spend

A

How much is allocated to or spent on a campaign

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54
Q

Business goal

A

A desired aim, achievement, or outcome for a business

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55
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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56
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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57
Q

Call to action

A

An instruction that tells the customer what to do next

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58
Q

Campaign

A

A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other settings will be distributed online

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59
Q

Cart abandonment

A

When a customer adds an item to their cart, but doesn’t complete the purchase

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60
Q

Cart abandonment rate

A

The percentage of customers who add a product to their shopping cart and leave the site without completing their purchase

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61
Q

Cell

A

A position in a spreadsheet with a column and row designation; for example, cell A2 is the unique position in column A and row 2

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62
Q

Change management

A

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

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63
Q

Chatbot

A

A programmed system that responds to common customer questions

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64
Q

Chronological feed

A

A social media stream that displays the latest published content first

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65
Q

Click

A

An interaction with an ad and online user

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66
Q

Click-and-mortar

A

A type of retail store that sells online as well as in a brick-and-mortar store

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67
Q

Click-to-open rate

A

The percentage of email recipients who clicked on one or more links in an email

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68
Q

Closed captions

A

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

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69
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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70
Q

Comma-separated values (CSV)

A

A file format in which a comma is placed between each data value in the file

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71
Q

Competition

A

The other sellers that exist already in the market

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72
Q

Complaint rate

A

The percentage of complaints recipients send to mailbox providers about receiving an email

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73
Q

Confidence interval

A

The range of possible values after accounting for the margin of error

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74
Q

Confidence level

A

How likely an experiment’s range of results would contain all results if the test ran longer; most researchers select a 95% confidence level

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75
Q

Consideration stage

A

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

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76
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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77
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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78
Q

Contact page

A

A common webpage on websites that provides information for visitors to contact the organization or individual hosting the website

79
Q

Content buckets

A

Categories to group marketing content

80
Q

Content marketing

A

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

81
Q

Continuous metrics

A

Metrics that are measured and change over time

82
Q

Conversion

A

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

83
Q

Conversion paths

A

A feature in Google Analytics that enables a marketer to view the first and last touchpoints before conversion and touchpoints in between

84
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

85
Q

Conversion rate optimization

A

The process of increasing the percentage of users or website visitors who complete a desired action

86
Q

Conversion stage

A

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

87
Q

Cookie

A

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

88
Q

Copy

A

Any written material that encourages a customer to buy a product or service

89
Q

Cost per acquisition (CPA)

A

The average cost of acquiring a potential customer

90
Q

Cost per action (CPA)

A

The amount a marketer pays when someone completes a desired action

91
Q

Cost per click (CPC)

A

The amount a marketer pays when someone clicks on their ad

92
Q

Cost per thousand impressions (CPM)

A

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

93
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

94
Q

Crawlers

A

Automated software that crawls (fetches) pages from the web and indexes them

95
Q

Crawling

A

The process of finding new or updated webpages

96
Q

Creatives

A

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

97
Q

Cross-channel attribution

A

A model in Google Analytics that attributes a percentage of a conversion to all advertising channels with touchpoints

98
Q

Cross-selling

A

A sales technique used to encourage customers to spend more by purchasing a product that’s related to what they’re already buying

99
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

100
Q

Customer acquisition

A

The process of gaining new customers

101
Q

Customer acquisition cost (CAC)

A

The average cost of acquiring a paying customer

102
Q

Customer engagement

A

The interactions and emotional connection between a customer and a brand

103
Q

Customer journey

A

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

104
Q

Customer journey map

A

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

105
Q

Customer lifetime value (LTV or CLV)

A

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

106
Q

Customer persona

A

Represents a group of similar people in a desirable audience

107
Q

Customer persona barrier

A

What is preventing the customer from achieve their goal

108
Q

Customer persona goal

A

What the customer wants to achieve

109
Q

Customer referral

A

A word-of-mouth initiative that encourages existing customers to introduce their family, friends, and contacts to become new customers

110
Q

Customer relationship management (CRM) system

A

Software that helps a business manage and monitor its interactions with existing and potential customers

111
Q

Customer retention rate

A

The percentage of customers that a company retains over a certain period of time

112
Q

Customer satisfaction (CSAT) survey

A

A tool that measures how products and services supplied by a company meet or surpass customer expectations

113
Q

Customer service

A

The advice and support a company provides to its customers before, during, and after a purchase

114
Q

Dashboard

A

A tool to track, analyze, and display KPIs, metrics, and insights dynamically based on interactive user criteria

115
Q

Data

A

A collection of facts or information

116
Q

Data analysis

A

Examining data to draw conclusions, make predictions, and drive informed decision-making

117
Q

Data analytics

A

Monitoring and evaluating data to gain actionable insights

118
Q

Data anonymization

A

Techniques to mask or remove personal information from data to protect the identities of people

119
Q

Data bias

A

Human error that skews data collection or interpretation of data in a certain direction

120
Q

Data ethics

A

The study and evaluation of moral challenges related to data collection and analysis

121
Q

Data privacy

A

Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted

122
Q

Data-driven attribution

A

Measures customer engagement with marketing content across channels to understand what is motivating them to take action

123
Q

Data-ink ratio

A

The proportion of ink (or pixels in digital content) that is used to present actual data compared to the total amount of ink (or pixels) used in an entire visualization

124
Q

Data pulling

A

Collecting data from analytics tools and putting it in a spreadsheet or database

125
Q

Data reporting

A

Organizing and summarizing data to track performance across marketing and sales efforts

126
Q

Data storytelling

A

Conveying data insights to a specific audience using a clear and compelling narrative

127
Q

Data visualizations

A

Graphical representations of data that convey information

128
Q

Dead stock

A

Inventory that remains unsold for a long period of time and has little chance of selling in the future

129
Q

Demand

A

How much consumers are willing and able to buy a certain product over a given period of time

130
Q

Demographic targeting

A

Delivering an ad based on user information, like age

131
Q

Demographics

A

Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location

132
Q

Digital advertising

A

Communication made by a company to promote its brand, product, or service using various platforms and online channels

133
Q

Digital channel

A

Any communication method or platform a business can use to reach their target audience online

134
Q

Digital marketing

A

The practice of reaching consumers online through digital channels with the aim of turning them into customers

135
Q

Digital shopping cart

A

The virtual equivalent of a physical shopping cart

136
Q

Dimensions

A

Attributes or characteristics of an event that determine the metrics collected in Google Analytics

137
Q

Discrete metrics

A

Metrics that have specific values, can be counted, or are binary—like on/off or true/false settings

138
Q

Display ad

A

A visual ad format placed on websites or applications

139
Q

Display campaign

A

A Google Ads tool that allows businesses to place image advertisements across various websites

140
Q

Domain

A

The core part of a website’s URL, or internet address

141
Q

Dropshipping

A

A fulfillment method in which products are shipped from the supplier directly to the customer

142
Q

Duration

A

How long a campaign will run

143
Q

Dynamic remarketing

A

A process that allows a company to show previous visitors ads that contain products and services they viewed on the company’s site

144
Q

E-commerce

A

The buying and selling of goods or services using the internet

144
Q

E-commerce platform

A

A software application that allows businesses to sell products or services online

145
Q

E-commerce point-of-sale (POS) system

A

Software that allows a business to process payment transactions from customers online

146
Q

E-commerce store

A

A store that sells its products online

147
Q

E-commerce strategy

A

A working plan to promote an online store and increase its sales

148
Q

Earned media

A

Any positive digital exposure generated through personal or public recommendations

149
Q

Elevator pitch

A

A short, memorable description that explains a concept in an easy-to-understand way

150
Q

Email body

A

The text in the main content of an email

151
Q

Email bounce rate

A

The percentage of emails sent that could not be delivered to the recipient’s inbox

152
Q

Email copy

A

The text in a subject line, preview text, and email

153
Q

Email marketing

A

The process of sending messages to a list of existing subscribers to share information, drive sales, or create community

154
Q

Email marketing provider

A

A company that offers email marketing or bulk email services

155
Q

Email marketing report

A

A collection of KPIs presented to the team and stakeholders to inform them of a campaign’s progress

156
Q

Email marketing strategy

A

A set of procedures that a marketer identifies and follows to achieve their desired marketing goals with email advertising

157
Q

Engagement

A

How an audience interacts with a brand on social media

158
Q

Event

A

An activity that causes data collection to occur in Google Analytics

159
Q

Evergreen content

A

Content that will be relevant over a long period of time

160
Q

Exact match

A

A keyword match type in Google Ads that shows ads when someone searches for a term that has the same meaning or same intent as a keyword

161
Q

Experiential marketing

A

The process of encouraging consumers to not only purchase a brand or product, but to experience it

162
Q

External link

A

A link on a website that leads to content on other sites

163
Q

Featured snippet

A

A special box that displays information about a search in the results page

164
Q

Federated Learning of Cohorts (FLoC)

A

Grouping people together when they have similar browsing characteristics without the use of a unique identifier per browser; may be used for internet-based advertising which is an alternative to using cookies

165
Q

First click attribution

A

Assigns all the credit to the first touchpoint that eventually leads to a conversion

166
Q

Follow-up interview

A

A more in-depth meeting that often includes members of the team that the applicant will be working with

167
Q

Follower

A

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

168
Q

Footer

A

A navigation section at the bottom of a website

169
Q

Forecasting

A

The process of predicting the future demand for products

170
Q

Frequency

A

How many times an individual encounters an ad

170
Q

Forward rate

A

The percentage of recipients who click on the “share” button to post to social media or who click the “forward” button to send to others

171
Q

Frequently asked questions (FAQ)

A

A section on a website that provides answers to the questions that customers might have regarding a business, their products or services, policies, processes, and more

172
Q

Fulfillment service

A

A third-party company that prepares and ships orders from their fulfillment centers

173
Q

Generalist

A

Someone who is knowledgeable about many topics and has various interests

174
Q

Geographic segmentation

A

The grouping of customers with regards to their physical location

175
Q

GIF

A

An animated image

176
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

177
Q

Google Ads

A

An online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users

178
Q

Google Analytics

A

A web analytics service that tracks and reports website traffic

179
Q

Google Business Profile

A

A tool that allows local businesses to tailor how their information appears on Google Search and Google Maps

180
Q

Google Display Network

A

A group of websites, videos, and apps where ads can appear

181
Q

Google knowledge panels

A

Information boxes that appear on Google when someone searches for people, places, organizations, or things that are available in Google’s knowledge database

182
Q

Google Merchant Center

A

A tool advertisers use to upload their store and product data to Google and make it available for Shopping ads and other Google services

183
Q

Google Search Console

A

A tool that helps users better understand how a website is performing on Google Search

184
Q

Google Trends

A

A free Google tool that lets people explore what citizens around the world are searching for on Google

185
Q

Googlebot

A

The generic name of Google’s crawler

186
Q

Hashing

A

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

187
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

188
Q

Heat map

A

A data visualization tool that demonstrates how visitors interact with a website

189
Q

Histogram

A

Shows individual data points that have been categorized into ranges, with the frequency of each range represented by the height of a unique column

190
Q

Home page

A

The main page of a website

191
Q

Horizontal bar chart

A

A 90-degree rotation of a vertical column chart

192
Q

HTTPS

A

An internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site

193
Q

Hypertext Transfer Protocol Secure (HTTPS)

A

A method of transferring information over the internet that protects the integrity and confidentiality of data between the user’s computer and the site

Digital marketing (4 decks)

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