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DMI PRO AMA - Certified Digital Marketing Professional > Digital Marketing Terms - Part 1 > Flashcards

Digital Marketing Terms - Part 1 Flashcards

To pass certification

1
Q

What is HTML5?

A

HTML5 is a more comprehensive version of HTML that includes coding for features like animation and video.

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2
Q

What is HTTP?

A

HTTP is a method of transferring data over the internet.

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3
Q

What is implicit lead scoring metric?

A

Implicit lead scoring metric is information obtained from ‘digital body language’ or observation, like site browsing activity.

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4
Q

What is an impression?

A

An impression is when an ad is displayed on a website, app, or social media platform.

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5
Q

What is impression share?

A

Impression share is a measurement of the number of times an ad was shown, divided by the total number of times it was eligible to show.

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6
Q

What is Imp Cvr (Impression To Conversion Rate)?

A

Imp Cvr is a measurement of how often an impression turns into a conversion, calculated by dividing the number of conversions by the number of impressions.

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7
Q

What are impressions?

A

Impressions are the number of times an ad was shown on a website, search engine, or social platform.

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8
Q

What is an in-app ad?

A

An in-app ad is an ad that appears in a mobile app, such as standard banners, video, or rich-media ads.

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9
Q

What are in-market audiences?

A

In-market audiences are a display targeting option that allows you to show ads to people actively researching a product based on their recent search history.

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10
Q

What is an inactive client?

A

An inactive client is an element within the client lifecycle that signifies a client is no longer actively using your product or service.

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11
Q

What is an inbound link?

A

An inbound link is a link from an external webpage to your website and is a source of trust and page rank for Organic Search (SEO).

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12
Q

What is an inbound strategy?

A

An inbound strategy helps foster the conditions to attract potential customers to a brand or organization.

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13
Q

What is an indexed page?

A

An indexed page is a page on a site that has been included in a search engine’s organic database.

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14
Q

What is indexing?

A

Indexing is the process by which a search engine decides whether to use the content it has crawled.

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15
Q

What is individual experience marketing?

A

Individual experience marketing is where consumers, present at the same time, can see infinite variations.

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16
Q

Who are industry influencers?

A

Industry influencers are individuals who have positioned themselves as trustworthy authorities in a particular area of expertise.

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17
Q

What is industry trend research?

A

Industry trend research is the process of understanding your industry as a whole, identifying disruptions and advancements that could affect you.

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18
Q

Who are influenced customers?

A

Influenced customers are those being influenced by family, friends, industry experts, or competition.

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19
Q

Who are influencers?

A

Influencers are high-profile individuals who can influence the opinions or buying decisions of your target audience, often due to their social media following.

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20
Q

What are infographics?

A

Infographics are a way to present a large amount of data in a visual and easy-to-read format.

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21
Q

What is Information Architecture (IA)?

A

Information Architecture (IA) refers to the organization and structure of a website, including page structure, navigation levels, user pathways, and page URLs.

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22
Q

What are informational keywords?

A

Informational keywords are search engine queries used when the searcher is looking for information.

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23
Q

What is the Initiate (DMI) principle?

A

The Initiate principle involves using digital methods to find where your customers are interacting online.

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24
Q

What is InMail?

A

InMail is a tool by LinkedIn that allows you to send messages to any LinkedIn member, even without prior connection or contact details.

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25
Q

What is an insights tool?

A

An insights tool is a software or web application that helps indicate whether business activities are impacting goals.

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26
Q

How does the Instagram feed algorithm work?

A

The Instagram feed algorithm shows photos and videos that it thinks are most interesting to the user.

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27
Q

What is Instagram live?

A

Instagram live is a feature that allows users to share live videos with their followers and friends.

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28
Q

What is an Instant Experience?

A

An Instant Experience is a full-screen, mobile-optimized experience.

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29
Q

What is the purpose of a placement targeting advertising strategy?

A

To select the exact website or app where you wish to show your ads.

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30
Q

What is a point of contact?

A

A person or department that can be approached for information or assistance on a specific topic.

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31
Q

What is a primary channel in a digital marketing plan?

A

The channels used as the main focus in a digital marketing plan.

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32
Q

Define predictive analysis.

A

The use of data to model and forecast potential future outcomes.

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33
Q

What is a premium account on LinkedIn used for?

A

Career progression, recruitment, lead generation, gaining business insights, and learning.

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34
Q

What is the purpose of a print advertisement?

A

To use physically printed media to reach consumers and prospects.

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35
Q

What is the PRISM funnel used for?

A

To connect social media through to the bottom line (sales).

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36
Q

What is primary data in a business context?

A

Data that a business has collected themselves using their own tools and resources.

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37
Q

Define product development.

A

The various stages in creating a new product.

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38
Q

What is a political mapping in CRM?

A

A visual map of CRM contacts used to visualize influence in an opportunity or account.

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39
Q

What is the purpose of Porter’s Five Forces model?

A

To identify and analyze competitive forces affecting an industry.

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40
Q

What is the definition of positioning in marketing?

A

How a brand or business is perceived in the market in relation to competitors.

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41
Q

What is the purpose of a posting calendar?

A

To detail posting dates, content choices, social channel external links, and other details.

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42
Q

Define premium network buy.

A

An advertising option usually bought through a media house to serve ads on premium websites.

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43
Q

Define premium buy.

A

A masthead creative that runs on the top of the YouTube homepage for 24 hours.

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44
Q

What is a plan of action in an email strategy?

A

A clear road map for carrying out all the tactics necessary for an email strategy.

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45
Q

What is a pipeline in sales?

A

The sum of all open sales opportunities in a forecast period.

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46
Q

Define pixel in the context of touchpoints with a brand.

A

An invisible image file that helps determine touchpoints across different platforms.

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47
Q

What is the definition of pointDrive in LinkedIn Sales Navigator?

A

A feature to package, share, track content with customers and prospects in a professional way.

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48
Q

Define platform in the context of digital marketing.

A

An individual digital channel or social network used for business connection.

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49
Q

Define point of contact.

A

A person or department that can be approached for information or assistance on a specific topic.

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50
Q

What is a posting calendar used for?

A

To detail posting dates, content choices, social channel external links, and other details.

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51
Q

Define predictive analytics.

A

The use of data, statistical algorithms, and machine-learning techniques to forecast outcomes.

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52
Q

What is a premium account on LinkedIn?

A

A paid-for subscription used for career progression, recruitment, lead generation, insights, and learning.

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53
Q

Define premium buy.

A

A masthead creative running on the top of the YouTube homepage for 24 hours in a chosen market.

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54
Q

Define premium network buy.

A

An advertising option bought through a media house to serve ads on premium websites.

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55
Q

What are primary channels used in a digital marketing plan?

A

The main channels used in a digital marketing plan.

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56
Q

Define primary data.

A

Data collected by a business using their own tools and resources.

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57
Q

What does Pristine Spam Trap refer to?

A

An email address that never opted into any email communication.

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58
Q

Define processes in a business context.

A

A series of actions or steps taken to achieve an objective.

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59
Q

What is App Store Optimization (ASO)?

A

ASO is a branch of digital marketing focused on improving app visibility in the app store.

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60
Q

What is an auction buy?

A

An ad format where the advertiser pays when the user engages with the ad, also known as TrueView.

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61
Q

What is audience attitude?

A

A set of emotions, beliefs, and experiences the audience has towards a particular object or event.

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62
Q

How is audience engagement measured?

A

Audience engagement is measured by how a target audience interacts with brand or marketing material.

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63
Q

What tool in Facebook provides audience insights?

A

Audience Insights is a native tool in Facebook that helps understand audience engagement and performance metrics.

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64
Q

What is audience listening?

A

Audience listening is the process of monitoring what people say on digital media about your brand, products, and competitors.

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65
Q

What is audience behavior?

A

Audience behavior refers to the attitudes that affect the audience’s behavior towards a brand or category.

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66
Q

What are audience levels of understanding?

A

Audience levels of understanding indicate where your audience lies on the spectrum of knowledge about your product, service, or brand.

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67
Q

What does audience reach measure?

A

Audience reach measures the number of individual people within an audience segment who see your marketing material.

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68
Q

What is audience research?

A

Audience research is the process of determining the makeup, habits, communities of interest, and density within an audience.

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69
Q

What are audience segments?

A

Audience segments are sets of people with characteristics that distinguish them from other groups in an audience universe.

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70
Q

What is audience targeting?

A

Audience targeting is a marketing strategy to target people based on their interests and characteristics for ads.

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71
Q

What is an audience in marketing?

A

An audience, or target audience, is a specified group of consumers who are the recipients of marketing efforts.

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72
Q

What is an automatic bid on Twitter?

A

An automatic bid on Twitter allows auto-optimization of bids and is suitable for those with a flexible budget.

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73
Q

What is automation in marketing?

A

Automation is the method of controlling or operating processes through automatic means in marketing.

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74
Q

What does average deal size by lead source measure?

A

Average deal size by lead source is a sales and marketing metric indicating the most profitable channels for sales and account management.

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75
Q

What is average position in advertising?

A

Average position refers to the average ad placement on a search engine results page (SERP).

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76
Q

What does average order value (AOV) measure?

A

Average order value (AOV) measures the average amount someone spends when making a purchase.

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77
Q

What does average visit duration measure?

A

Average visit duration measures the amount of time on average visitors spend on a website during a session.

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78
Q

What happens during the awareness stage?

A

During the awareness stage, the benefits of a brand, product, event, or offer are communicated and shared.

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79
Q

What does B2B stand for?

A

B2B stands for Business to Business, referring to companies that sell to other businesses.

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80
Q

What is B2B content?

A

B2B content includes white papers, industry-relevant articles, blog posts, podcasts, and infographics targeted for B2B audiences.

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81
Q

What does B2C stand for?

A

B2C stands for Business to Consumer, referring to companies that sell directly to consumers.

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82
Q

What is B2C content?

A

B2C content focuses on emotional satisfaction, targeted benefits, and demonstrating value for the price on relevant channels for consumers.

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83
Q

What is a backlink?

A

A backlink is an incoming hyperlink from one web page to another website, passing reputation to the receiving website.

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84
Q

What is a banner ad?

A

A banner ad is a display ad unit that uses simple creative assets and hyperlinks.

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85
Q

What are the BANT criteria?

A

The BANT criteria (Budget, Authority, Need, and Timeframe) assess the quality of prospects and track them through the sales qualification process.

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86
Q

What is benchmarking in marketing?

A

Benchmarking involves evaluating the performance of teams, campaigns, or performance against a set of predefined benchmarks.

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87
Q

What is programmatic advertising?

A

A type of advertising that uses AI to build audience profiles and serves the right ad format to drive higher recall, consideration, and awareness.

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88
Q

What are Progressive Web Apps (PWAs)?

A

Web pages that function like apps for a more immersive user experience.

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89
Q

What is a project brief?

A

An outline of everything a project will entail.

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90
Q

Who is a project manager?

A

The person who guides projects from start to finish.

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91
Q

What are promoted pins on Pinterest?

A

Images, videos, and content used in paid advertising campaigns.

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92
Q

What is a propensity model?

A

A statistical analysis of consumers to predict future buying behavior based on demographics, psychographics, and purchase history.

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93
Q

What are psychographics?

A

The study and classification of people based on attitude, aspirations, and other psychological criteria in market research.

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94
Q

What is a qualified visitor?

A

A user who chooses to engage with a website based on the marketing proposition offered to them.

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95
Q

What are quality metrics used for?

A

To measure potential business impact, such as close rates, time to close, and deal size.

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96
Q

What is a quality score?

A

A measure of relevance applied to an ad, keyword, or webpage.

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97
Q

What is a quote tweet?

A

A retweet with additional comments added, up to the character limit, before posting.

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98
Q

What is the process of ranking in search engines?

A

The process where search engines sort and rank content, placing high-ranking pages near the top of search results.

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99
Q

What are ranking factors in search algorithms?

A

Factors that impact how and where a webpage appears in search engine result pages.

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100
Q

What does reach measure in advertising?

A

How many people were shown your ads.

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101
Q

What is recall in advertising?

A

The prompted or unprompted remembering of a product brand promotion or ad message.

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102
Q

What is a recycled spam trap?

A

An email address that was abandoned and later reactivated by the ISP.

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103
Q

What is real-time bidding?

A

Technology that allows advertisers to bid on each ad impression as it is served based on behavioral targeting via cookies.

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104
Q

What is Really Simple Syndication (RSS)?

A

A standardized system for distributing content from an online publisher to web users.

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105
Q

What is a reciprocal link?

A

A link allowing two sites to link to each other.

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106
Q

What is a redirect?

A

A method that takes a user to an alternative page to the one they clicked on.

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107
Q

What is a referral?

A

When a third party recommends a company or salesperson to a buyer.

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108
Q

What is referral traffic?

A

Traffic to a website that originated from another website.

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109
Q

What is refinement in marketing?

A

The improvement of campaigns or strategy by making small changes.

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110
Q

What is remarketing?

A

A system that allows advertisers to continue showing ads to people who have visited a mobile website.

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111
Q

What is remnant inventory in advertising?

A

Advertising space that a publisher or operator is unable to sell directly and is sold at a discounted price through an intermediary.

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112
Q

What are reports used for in CRM?

A

To enable informed business decisions across all key areas.

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113
Q

What are reposts on Instagram?

A

The act of posting a photo from someone else’s Instagram account to your own.

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114
Q

What is a resource map?

A

A map or flowchart that provides a clear layout of all the resources required and identifies any gaps in current resources.

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115
Q

What is resource planning?

A

The process of identifying, forecasting, and allocating various types of business resources to projects at the right time.

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116
Q

What is responsive web design?

A

A style of website design that is more flexible than Adaptive Design and ensures optimized websites.

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117
Q

What is brand storytelling?

A

Brand storytelling is a marketing competency that drives engagement at an emotional level by communicating engaging and memorable stories about a business.

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118
Q

What are brand values?

A

Brand values are the principles that shape and direct the marketing ethos of a company’s overall brand.

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119
Q

What is brand visibility?

A

Brand visibility refers to the extent to which a brand’s content is prominent online.

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120
Q

What is a breadcrumb?

A

A breadcrumb is an element on a page or SERP result that shows the user journey to reach a page.

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121
Q

What does broad match refer to?

A

Broad match refers to a keyword match type for PPC advertising that offers the broadest reach and widest range of targeting.

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122
Q

What is broadcast?

A

Broadcast is the primary revenue generator for commercial television and radio stations and is also known as on-air advertising.

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123
Q

What is a budget in marketing?

A

A budget is the allowable monetary investment for creating and running a marketing campaign.

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124
Q

What is a bumper ad on YouTube?

A

A bumper ad is a non-skippable video ad of up to 6 seconds that must be watched before a video can be viewed.

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125
Q

What is a business listing?

A

A business listing is information about a business that is listed on websites and platforms like Yelp, Google My Business, Facebook, LinkedIn, etc.

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126
Q

What are business objectives?

A

Business objectives are the outcomes that a business plans to achieve.

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127
Q

What is a Business Value Proposition (BVP)?

A

A Business Value Proposition (BVP) is the modern expression of solution selling, focusing on selling the business value or end user benefits rather than the components of a product/service.

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128
Q

What does B2B stand for?

A

B2B stands for Business-To-Business, describing a business that normally provides products/services to other companies/organizations.

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129
Q

What does B2C stand for?

A

B2C stands for Business-To-Consumer, describing a company that normally provides products/services directly to consumers, as opposed to other companies.

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130
Q

What is a buyer persona?

A

A buyer persona is a semi-fictional representation of an ideal customer based on market research and real data about existing customers.

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131
Q

What is a buying cycle?

A

A buying cycle is the typical decision and behavioral pattern that a potential customer goes through before committing to a purchase.

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132
Q

What is a buying signal?

A

A buying signal is any cue from a sales prospect, direct or indirect, that indicates an intention to make a purchase.

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133
Q

What is calendar sharing?

A

Calendar sharing integrates with multiple calendars, allowing prospects or leads to choose a preferred date and time that automatically books the seller’s diary.

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134
Q

What is a Call-To-Action (CTA)?

A

A Call-To-Action (CTA) is a text prompt on a webpage, email, or advertisement that tells the user to perform a specific action, such as clicking a button or a link.

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135
Q

What are call ads?

A

Call ads are a type of advertisement used on mobile devices that allow users to click or tap to directly call a business through the ad.

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136
Q

What is a Call Tracking Number (CTN)?

A

A Call Tracking Number (CTN) is a phone number on a website used for tracking purposes, such as determining how consumers found the business or recording their reason for calling.

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137
Q

How is advertising on digital platforms organized?

A

Advertising on digital platforms is generally organized into campaigns and ad groups or ad sets, with each campaign having its own budget and targeting preferences.

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138
Q

What is a campaign?

A

A campaign is a marketing project that you want to track or manage.

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139
Q

What does the CAN-SPAM Act control?

A

The CAN-SPAM Act controls the assault of non-solicited commercial email.

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140
Q

What is a search engine algorithm?

A

A formula or set of rules that search engines use to determine which websites to show on search engine results pages.

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141
Q

What are search engines?

A

Programs that search for and identify items in a database that relate to keywords or search queries.

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142
Q

What is Search Engine Marketing (SEM)?

A

Using search engines to market to your target audience, either through SEO or paid methods such as PPC.

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143
Q

What is Search Engine Optimization (SEO)?

A

The process of optimizing a website or web page to improve its visibility and gain high rankings in organic search engine results.

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144
Q

What are Search Engine Results Pages (SERPs)?

A

The pages of results that appear when you search for a keyword or key phrase on search engines like Google and Bing.

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145
Q

What is search intent?

A

The motivation of a user’s search query in relation to a specific goal, task, or need they wish to resolve.

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146
Q

What is a Second Price Auction?

A

One type of auction where the winner pays only $0.01 more than the second-place bidder for ad placement.

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147
Q

What is secondary data?

A

Data that has already been collected through primary sources.

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148
Q

What is segmentation?

A

The act of distinguishing between different groups of subscribers based on demographics or learned preferences.

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149
Q

What is sentiment analysis?

A

The analysis of feelings using natural language processing tools to score words for neutral, negative, or positive sentiment.

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150
Q

What is an SEO Audit?

A

A review of a website’s performance in relation to SEO best practices and tactics.

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151
Q

What is session duration?

A

The amount of time an average user spends on a website during a visit.

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152
Q

What are sessions?

A

A group of interactions or hits that occur when someone visits a website.

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153
Q

What is the meaning of ‘shares’ as a metric?

A

A measure of the number of times a social post or content was shared by an audience.

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154
Q

What are short-tail keywords?

A

Keywords consisting of one or two words that are often an industry’s generic keywords.

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155
Q

What is Share Of Wallet (SOW)?

A

The maximum revenue return of a customer, indicating how much revenue can be extracted from a single customer.

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156
Q

What does SMS stand for?

A

SMS stands for ‘Short Message Service’, typically used to describe text messages sent to mobile devices.

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157
Q

What are similar audiences in Google Ads?

A

A Google Ads audience type comprised of internet users with characteristics similar to a business’s existing audience lists, used for retargeting.

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158
Q

What is single opt-in?

A

An email process where an individual subscribes to emails through a form on a web page.

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159
Q

What is a site map?

A

A page or structured group of pages on a website that link to every page accessible to users.

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160
Q

What is site traffic?

A

The volume of visitors to a website.

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161
Q

What is a situation analysis?

A

The understanding of an organization’s activities through research and analysis of the market, competitors, customers, and territories.

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162
Q

What is a skyscraper in Google Display Network?

A

A type of ad size with dimensions of 120 x 600 pixels.

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163
Q

What is SlideShare?

A

LinkedIn’s content-hosting platform for uploading and sharing presentations, videos, infographics, and PDFs.

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164
Q

What is a slideshow in the context of Facebook?

A

A content offering on Facebook where multiple images or videos are displayed in a sequence.

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165
Q

What is social selling?

A

The process of using social media platforms and tools to develop meaningful relationships with potential and existing customers.

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166
Q

What is the Social Selling Index (SSI)?

A

A measure of a salesperson’s social selling skills and execution, measured across four pillars: Brand, People, Insights, and Relationships.

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167
Q

What is social sharing?

A

Reposting content from other sources using the relevant share feature on various social channels.

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168
Q

What is socio-economic data?

A

Data used to measure population distribution and demographics.

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169
Q

What is a soft bounce in email?

A

An email process where the email server cannot deliver the message, but continues to try for a limited period of time.

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170
Q

What is Software as a Service (SaaS)?

A

A web application that charges a subscription fee for an automated system or application that performs specific tasks.

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171
Q

What is the Source in Google Analytics?

A

The origin of a user’s visit to a website, usually the platform name like Google, Facebook, etc.

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172
Q

What is a Source report in Google Analytics?

A

A report that tells you where your website traffic is coming from.

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173
Q

What is spam?

A

Unsolicited bulk email.

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174
Q

What is a spam complaint in email?

A

An email process where the recipient clicks the Spam or Junk button on your email in their email client.

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175
Q

What is sponsored content?

A

Content included in paid advertising campaigns on social channels.

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176
Q

What is an SSL certificate?

A

A small data file that enables encrypted connections between a web server and a browser to ensure site security.

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177
Q

What is a stakeholder?

A

A person or organization with an interest and a say in the direction of a particular action or subject.

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178
Q

What is a story in social media?

A

Ephemeral short-form content that shows in the home feed and on a user’s profile for 24 hours.

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179
Q

What is storyboarding?

A

The process of creating a compelling business story to leverage sales opportunities.

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180
Q

What is a strategic statement?

A

A succinct description of a firm’s core strategy in exploiting opportunities and avoiding identified risks.

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181
Q

What is strategic writing?

A

A writing process that emphasizes engaging successfully with clients and leads based on a well thought out strategy and plan.

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182
Q

What are strategies?

A

The general approaches taken to achieve specific objectives.

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183
Q

What is a strategy?

A

The general approach businesses take to achieve objectives.

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184
Q

What is structured data?

A

Code written in a specific way that allows search engines to understand content more clearly.

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185
Q

What is a style guide?

A

A set of standards that specify guidelines for writing and document design to ensure brand consistency in communication.

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186
Q

What does it mean to subscribe on YouTube?

A

Agreeing to receive notifications from a particular YouTube channel or user when they post new content.

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187
Q

What is a subscribed audience?

A

A set of people who have provided their email address to a business in return for newsletter, marketing, and sales updates via email.

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188
Q

What is the sweet spot?

A

The point at which a customer’s interests align with a company’s expertise.

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189
Q

What is a SWOT analysis?

A

An analytical exercise in identifying a company’s Strengths, Weaknesses, Opportunities, and Threats.

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190
Q

What does SWOT stand for?

A

Strengths, Weaknesses, Opportunities, and Threats.

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191
Q

What are tactics?

A

The specific actions, decisions, and resources required to implement predefined strategies.

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192
Q

What is a tag in social media?

A

A way to contact someone over social media, helping content reach relevant audiences by adding specific categories.

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193
Q

What are tangible assets?

A

Physical assets.

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194
Q

What are barriers to entry?

A

Regulatory or competitive reasons that make it difficult to do business within a market, location, or industry.

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195
Q

What is behavioral analytics?

A

An analytic tactic that provides insight into the actions of your audience and customers.

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196
Q

What is behavioral data?

A

Data about how people use your product or how they use the different media that you want to use as your marketing channels.

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197
Q

What is the best case?

A

The total revenue amount if everything closed for the forecast period.

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198
Q

What is a 12 bid auction?

A

A process where all the different advertisers who are bidding and competing for clicks are entered into Google’s black box system.

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199
Q

What are bid modifiers?

A

Bid modifiers let you make adjustments to bids without altering your campaign’s targeting or ad groups.

200
Q

What is Bing Webmaster Tools?

A

A free SEO tool with reports used to monitor how effectively a website is being crawled, indexed, ranked, and performing in organic search results on Bing.

201
Q

What is blocking?

A

A feature that allows users to remove followers and prevents them from re-following, mentioning, direct messaging, or otherwise contacting you on the platform.

202
Q

What is a blog?

A

A website with regular entries of commentary, descriptions of events, and other embedded multimedia content such as graphics, videos, and presentations.

203
Q

What is blogging?

A

Creation and distribution of content that can complement and support existing digital selling goals.

204
Q

What is a board on Pinterest?

A

The space on Pinterest where your Pins are saved.

205
Q

What is body content?

A

Paragraphs of text on a webpage. Also images, video and other assets that are not headline text.

206
Q

What does BOFU stand for?

A

Bottom of funnel

207
Q

What does BOFU refer to?

A

When it comes to engagement, refers to the stage where the seller needs to differentiate their product or service to drive prospects further down the funnel.

208
Q

What is a Boolean search?

A

A type of search allowing users to combine keywords with operators such as AND, NOT, and OR to further produce more relevant results.

209
Q

What are potential customers at the bottom of the funnel?

A

Potential customers who are ready to make a purchase.

210
Q

What is bounce rate (BR)?

A

This is a metric based on the percentage of users who visit your website or landing page without visiting any other page on the website.

211
Q

What is a brand?

A

An intangible marketing or business concept that helps people identify a company, product, or individual.

212
Q

Who are brand advocates?

A

People who will actively promote your brand because they like you.

213
Q

What is brand affinity?

A

When a consumer has an emotional connection with a brand.

214
Q

What is a brand ambassador?

A

A trusted resource to prospects that uses social sharing to spread knowledge and valuable content on social channels.

215
Q

What is brand awareness?

A

The extent to which consumers are familiar with the values, visual assets, and overall story and reputation of a particular brand.

216
Q

What are brand channels?

A

Run and managed by an advertiser or a company by multiple users.

217
Q

What is brand content?

A

Images, video, text, and other content that help create the idea of a brand and its values in the minds of its audience.

218
Q

What is brand engagement?

A

A metric used to measure how people interact with a brand or business.

219
Q

What is brand identity?

A

The visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in the minds of consumers.

220
Q

What is brand personality?

A

The manifestation of your company values in how you interact with your audience and the wider market.

221
Q

What is brand positioning?

A

Differentiation of a brand through tone-of-voice and visual design of ads, promotion, logo, representation to establish its place in the market.

222
Q

What is brand purpose?

A

The reason and aims that drive your brand content. You aim to stand out in the market with content that’s unique and recognizable and that connects with your audience in a meaningful way.

223
Q

What is brand sentiment?

A

Positive or negative feelings towards a brand or business.

224
Q

What is a brand story?

A

A narrative that is built

225
Q

What is traditional marketing?

A

Traditional marketing is the established means of mass communication, especially compared with digital methods.

226
Q

What are traffic spikes?

A

Traffic spikes refer to significant increases in traffic above the normal level.

227
Q

What is trans-time mapping?

A

Trans-time mapping is an advertising strategy that maps the impact of TV transmission time with website traffic or social media engagement.

228
Q

What is a transactional keyword?

A

A transactional keyword is a keyword search where the searcher is showing signs that they are ready to purchase something.

229
Q

What is a trend?

A

A trend is a broad direction in which something is developing or changing.

230
Q

What is a tribe?

A

A tribe is a group or community of people with similar interests.

231
Q

What is a trigger event?

A

A trigger event is an action that signals a buying opportunity.

232
Q

What is TrueView for Shopping?

A

TrueView for Shopping is an advertising strategy specifically for ecommerce businesses, using Google Merchant Center product data to generate shopping cards.

233
Q

What is TrueView In-stream?

A

TrueView In-stream is a type of video ad on YouTube that plays before, during, or after other videos, with an option to skip after five seconds.

234
Q

What is TrueView Video Discovery?

A

TrueView Video Discovery is a type of video ad on YouTube that is displayed in places where an interested audience is likely to find them.

235
Q

What are trust signals?

A

Trust signals are messages that alert website visitors that the website is safe and secure.

236
Q

What is a tweet?

A

A tweet is a message sent from Twitter, a microblogging service that enables users to send and read text-based messages of up to 140 characters.

237
Q

What is a Twitter card?

A

A Twitter card is an enhanced version of a tweet that allows attachments of media to drive traffic to a website.

238
Q

What are Twitter Moments?

A

Twitter Moments are curated stories showcasing the best of what’s happening on Twitter.

239
Q

What is a Twitter trend?

A

A Twitter trend is a popular Twitter subject or conversation topic globally or in a specific area.

240
Q

What is a typo spam trap?

A

A typo spam trap is an email address with an ISP domain misspelled, used for catching spam emails.

241
Q

What is a Uniform Resource Locator (URL)?

A

A URL is a particular character string that refers to a resource and is displayed on the top of a web browser inside the web address bar.

242
Q

What is a Unique Selling Point (USP)?

A

A Unique Selling Point (USP) refers to the uniqueness of a product or service.

243
Q

What is a unique user?

A

A unique user is a unique device (e.g., a computer or mobile phone) making requests for site content in a specific period.

244
Q

What is unique user duration?

A

Unique user duration is the number of unique visitors to a website over a specified time period.

245
Q

What is a Unique Visitor (UV)?

A

A Unique Visitor (UV) is a person who visits a website at least once within a defined time frame.

246
Q

What are unique visitors?

A

Unique visitors refer to the number of unduplicated visitors to a website over a specified time period.

247
Q

What is Universal Analytics?

A

Universal Analytics is the standard version of Google Analytics, which has been replaced by Google Analytics 4 (GA4).

248
Q

What is a Universal App Campaign?

A

A Universal App Campaign is a marketing strategy that allows promotion of an app across YouTube, Google Display Network, search, and within the Google Play Store.

249
Q

What is the unsubscribe rate?

A

The unsubscribe rate is the percentage of people who opted out of email.

250
Q

What is uplift modeling?

A

Uplift modeling is a predictive modeling technique that directly models the incremental impact of a treatment on an individual’s behavior.

251
Q

What is upselling?

A

Upselling is the practice of encouraging customers to purchase a comparable higher-end product than the one in question.

252
Q

What is cross-selling?

A

Cross-selling is the practice of inviting customers to buy related or complementary items.

253
Q

What is a Facebook Live?

A

A Facebook content format that enables people, public figures, and pages to stream and share live video with followers and friends.

254
Q

What is Facebook Messenger?

A

A Facebook communication tool that can be used by marketers to engage with customers via private messages.

255
Q

What are Facebook pages?

A

A Facebook offering that looks similar to personal profiles, but offers unique tools for businesses, brands, and organizations.

256
Q

What is a Facebook pixel?

A

A piece of code added to a website to link it to Facebook Ads Manager.

257
Q

What is a Facebook profile?

A

A Facebook user offering for non-commercial use to represent individual people.

258
Q

What is Facebook Watch?

A

A free video-on-demand service that you can access through the Facebook site and app.

259
Q

What is feature-creep?

A

The ongoing expansion or addition of new features in a product, beyond the basic function, resulting in software bloat and over-complication.

260
Q

What are featured snippets?

A

Short excerpts of webpage content, automatically pulled from Google index, shown in Google search results providing quick answers to user questions.

261
Q

What is File Transfer Protocol (FTP)?

A

The process of uploading a pre-built website to a web server using an FTP client.

262
Q

What is first-party data?

A

Data about your audience that you have collected yourself, as opposed to data collected by a third party.

263
Q

What is a filter in analytics?

A

A rule that limits or shapes the results returned from an analytics database when a query is submitted.

264
Q

What is first response time?

A

The amount of time taken for your business to respond to a customer issue, an important metric affecting customer satisfaction.

265
Q

What are flash impressions?

A

The total number of requests for pages with Flash-based content made by users of a site in the measured period.

266
Q

What is a follower on social media?

A

Another user who has subscribed to receive and view your posts in their feed.

267
Q

What is follower growth?

A

The increase in the number of social media users who follow a company page, handle, or social account.

268
Q

What is a forecast?

A

The best guess of an outcome, such as revenue generated from a campaign or over a certain time period.

269
Q

What is a forum?

A

A website that allows the exchange of ideas and information among users, usually monitored by a moderator.

270
Q

What is a framework in marketing?

A

The basic system through which strategies or campaigns operate.

271
Q

What is frequency in display advertising?

A

A metric counting the average number of times a user views an ad.

272
Q

What are friends on social media?

A

Users on social networks who are mutually connected and typically exchange data and updates.

273
Q

What are friction points on a website?

A

Things that make it difficult or inconvenient for a website visitor to complete an action on your site.

274
Q

What are funnels on a website?

A

The pathways visitors typically follow on a website towards a conversion point.

275
Q

What is the GDPR?

A

The EU’s General Data Protection Regulation, which requires strict user data and permission practices for the collection and use of Personally Identifiable Information.

276
Q

What is geofencing?

A

A technology that allows advertisers to select a geographic point and create a virtual fence around it to deliver specific ads to users within a given radius.

277
Q

What is geo-tagging in Twitter?

A

The act of stamping the location details of where a tweet was created.

278
Q

What is Geo-Targeting?

A

Showing ads to people based on their physical location.

279
Q

What is Geographic analytics?

A

Identifying collective trends and behavior by location of customers.

280
Q

What is Geographical IP analysis?

A

A way of establishing the percentage of users by country for a given metric, such as unique users.

281
Q

What are Goals in analytics?

A

A metric used to track the number of valuable actions taken on the site, including sales, leads, or downloads.

282
Q

What is Google Alerts?

A

A tool used to collect information on a certain subject sent via email on a daily or weekly basis.

283
Q

What is Google Analytics 4 (GA4)?

A

The latest version of Google Analytics, launched in 2020.

284
Q

What is the Google Display Network?

A

An advertising platform that enables advertisers to serve video and display ads to more than two million websites, reaching 90% of global Internet users.

285
Q

What is Google Hummingbird?

A

Google’s main search algorithm that decides how to order and rank search engine results.

286
Q

What is Google Keyword Planner?

A

A tool where a user can enter a keyword and then receives a list of suggestions related to that keyword, as well as search volumes for the keyword.

287
Q

What is Google My Business?

A

A platform where you can start building your online presence if you don’t have a website or social media accounts already set up.

288
Q

What is Google Tag Assist?

A

A free browser extension provided by Google that checks if your Google tags are installed correctly.

289
Q

What are Group boards in Pinterest?

A

Collaborative boards with other Pinterest users, often used to share ideas and plans.

290
Q

What is Group experience marketing?

A

Marketing where all eyes and ears are receiving the same stimuli.

291
Q

What is a Handle on social media platforms?

A

A way to identify a person or brand, usually preceded by the @ symbol.

292
Q

What is a Hard bounce in email delivery?

A

A permanent failure to deliver an email, where retries will not be successful.

293
Q

What is a Hashtag?

A

A clickable keyword that sums up the content of a tweet or social media status update.

294
Q

What is Hashtag integration?

A

Using hashtags as part of marketing communications on and off social media.

295
Q

What are Headers on a website?

A

HTML elements that define the introductory content, often displayed in a larger font to inform users about the next section of text.

296
Q

What are Headings on a web page?

A

Section titles that help to outline what a web page is about.

297
Q

What is a Heat map?

A

A graphical representation of webpage engagement data using colors to indicate the level of activity.

298
Q

What is a Hero image on a web page?

A

A large image at the top of a web page to engage website visitors visually and guide them towards calls to action (CTAs).

299
Q

What are Highlights on Instagram?

A

An Instagram feature that enables you to save Stories in folders on your profile so they remain longer than 24 hours.

300
Q

What are Hits in terms of tracking solutions?

A

Interactions that result in data being sent to a tracking solution, such as Google Analytics.

301
Q

What is a Homepage?

A

The start page of your website.

302
Q

What is a HostName in Internet terminology?

A

A label attached to a host on the Internet, allowing an individual server to be identified.

303
Q

What is Hreflang code?

A

The code that tells search engines the written language of a web page being indexed.

304
Q

What does HTTPS stand for?

A

Hypertext Transfer Protocol Secure

305
Q

What is a Hyperlink?

A

A connection from one page, element, or document on the internet, to another.

306
Q

What is Hypertext Markup Language (HTML)?

A

The set of markup symbols that structure the content on web pages.

307
Q

What is market research?

A

A planned effort to gather information about target customer groups preferences.

308
Q

What is the definition of a market gap?

A

An opportunity to engage an audience or make or sell a product that is not currently available.

309
Q

What is the meaning of market share?

A

The portion of a market controlled by a particular company, brand, or product.

310
Q

Define market trends.

A

Noticeable behaviors within a market.

311
Q

What is Mashup curation?

A

Merging different content about a topic to create a new original point of view.

312
Q

Explain Maslow’s Hierarchy of Needs.

A

A description of the 5 primary needs that motivate human behavior; Physiological, Safety, Belonging, Self-Esteem & Self-Actualization.

313
Q

What is the definition of measurement in the context of engagement?

A

The ability to gather data, create insights, and take actions to improve the success of subsequent engagements.

314
Q

What is a match type in search engine ads?

A

A keyword setting that refines when an advertisement is eligible to show, based on how keywords are used in a user’s search query.

315
Q

What are maximum bids in Twitter ads?

A

A suitable ad option for those with a more flexible budget, allowing auto-optimization of bids.

316
Q

Define the term measurable.

A

An obtainable goal that can be measured using numbers.

317
Q

What does media strategy outline?

A

How paid media will be used to achieve marketing goals.

318
Q

What information does a medium report provide?

A

A breakdown of traffic types (paid, organic, referral, etc.) associated with a particular traffic source.

319
Q

What is a meme?

A

An often humorous piece of visual content that is copied and spread rapidly by social media and Internet users.

320
Q

What is a mention?

A

A post or comment that contains another user’s username anywhere in the body of the message.

321
Q

What does messaging refer to?

A

Sending direct communications to a brand or person using chat functionality or SMS.

322
Q

What is a meta description tag?

A

A short description of the website that appears on the search engine results page (SERP).

323
Q

What is a metatag in HTML?

A

A statement in HTML that provides important information about the page’s content, used by search engines to index a site.

324
Q

What is the meaning of methodology?

A

A system of practices used to solve a particular problem.

325
Q

What are metrics?

A

Units used to measure data, such as visitor numbers, revenue, goal completions, etc.

326
Q

How are key metrics used in metrics management?

A

They are used to measure the success of a digital sales program, including quality of leads, connections, and time to close.

327
Q

What is a Mid Position Unit (MPU) used for?

A

A type of ad size used on Google Display Network, with a size of 300 x 250 pixels.

328
Q

Who are the potential customers in the middle of the customer funnel?

A

Potential customers who are in the research phase of purchase.

329
Q

What are milestones?

A

Significant stages in the development of a campaign or other project.

330
Q

What is a mindmap?

A

A visual way to organize related information, usually in a connected hierarchy to show patterns and dependencies.

331
Q

What is a mobile ad server?

A

A scalable, high-performance system that reliably delivers mobile ad units across all mobile channels.

332
Q

What is a mobile banner?

A

A type of ad size used on the Google Display network, with a size of 320 x 50 pixels.

333
Q

What does Mobile First Indexing indicate?

A

That the mobile version of a website is the version that is crawled and indexed by search engines.

334
Q

What is a mobile-friendly website?

A

A different version of a website optimized for display on a mobile screen, shown to mobile users.

335
Q

What is mobile marketing?

A

Marketing using mobile devices to disseminate promotional or advertising messages to targeted customers through wireless networks.

336
Q

What is the fourth step in the excel CRM tool?

A

Close plan.

337
Q

What are the four elements of the client lifecycle?

A

On-boarding, active, inactive, and lost.

338
Q

What is Cloaking in terms of SEO?

A

Delivering different content to the search engine than to users.

339
Q

What are Company Pages in LinkedIn used for?

A

Posting or promoting content through paid campaigns.

340
Q

What is Company Page analytics?

A

LinkedIn’s native reporting tool for deeper insights into a Company Page’s performance.

341
Q

What is Commit in the context of revenue forecasting?

A

The amount of revenue generated in a forecast period.

342
Q

What does community density measure?

A

The concentration of relationships and conversations within a community.

343
Q

What is a community of interest?

A

A community of people who share a common interest or passion.

344
Q

What does community management involve?

A

Building and nurturing relationships with customers through social content and interactions.

345
Q

What are competitive insights?

A

Understanding competitor practices.

346
Q

What is the third step in the excel CRM tool?

A

Competitive landscape.

347
Q

What does competitive research involve?

A

Narrowing down the competition by analyzing their strengths and weaknesses and identifying their target audience.

348
Q

What is competitor analysis?

A

Examining competitor content, products, audience, strategy, and online tactics.

349
Q

What is competitor monitoring?

A

Observing competitor behaviors online.

350
Q

What is a completed download?

A

A request for an offline-usable file, typically audio or video, where the transferred file size is greater than 95%.

351
Q

What are connections on social networks?

A

Interactions between users where data and updates are exchanged.

352
Q

What is consideration in the buyer journey?

A

The stage when the company/brand is brought to the customers’ forefront before they make a final choice.

353
Q

What is the Consumer Barometer tool used for?

A

Measuring patterns and gaining insights from consumers in different locations and industries.

354
Q

What are consumer insights?

A

Understanding consumer behaviors based on analyzed data.

355
Q

What is a container tag?

A

A single code snippet on a website that holds other tracking codes or pixels and determines when to fire them.

356
Q

What is content?

A

Text, images, and videos that attract and engage consumers to learn about your product/brand.

357
Q

What is a content audit?

A

Reviewing business, competitor, or other content to understand its use and value.

358
Q

What is a content calendar?

A

A planning document to organize and structure content creation and distribution activities.

359
Q

What is content creation?

A

Making new content from scratch or combining existing content into something new.

360
Q

What is content curation?

A

Collecting and sharing relevant third-party content to support the digital sales strategy.

361
Q

What is content discovery?

A

Finding new content related to a brand, company, or organization.

362
Q

What is content distribution?

A

The process of publishing and promoting content online to reach a relevant audience.

363
Q

What are content exclusions?

A

A marketing strategy to ensure ads don’t display next to unsavory or inappropriate topics/content.

364
Q

What is content management?

A

Administration of digital content throughout its lifecycle, from creation to promotion.

365
Q

What is the definition of digital marketing?

A

Digital marketing is an ever-changing industry made up of a wide range of disciplines and specialisms.

366
Q

Why are digital marketing terms important to understand?

A

Digital marketing terms are essential to understand and very useful in the profession.

367
Q

How can you quickly search for a specific term in the glossary?

A

You can click Ctrl + F to open a search bar and enter the term you’re looking for.

368
Q

What does the term ‘new visits’ refer to?

A

The percentage of visits that were first-time visits to a website.

369
Q

What is the definition of ‘360-Marketing’?

A

A marketing plan that is both online and offline, across all digital channels and social media.

370
Q

What does a ‘404-error’ indicate?

A

A ‘404-error’ occurs when a website URL cannot be found.

371
Q

What is the purpose of A/B testing?

A

To compare two versions and determine which one performs better.

372
Q

What does the abandonment rate metric measure?

A

The percentage of people who began a conversion process but did not complete it.

373
Q

What does ‘above the fold’ mean?

A

All the content viewable on a web page prior to scrolling.

374
Q

What is the Accelerated Mobile Page (AMP) framework used for?

A

To provide an easier, faster mobile experience for web pages.

375
Q

What is an account in a CRM tool?

A

A company that you do business with.

376
Q

What is an action plan?

A

A structured outline of steps to be taken after strategic planning, aligned with key objectives.

377
Q

What are actions in the context of digital marketing?

A

Activities taken by digital marketers or audience members in relation to a campaign or ad.

378
Q

What does ‘active client’ signify in the client lifecycle?

A

An active client is one actively using your product or service.

379
Q

What is meant by ‘active media’?

A

Any form of media where the consumer can physically engage with the content.

380
Q

What does ‘activity rate by channel’ measure?

A

It measures the sales activities made in different channels and the key channel used for SAM by a rep.

381
Q

What is an ad in the context of digital marketing?

A

A paid marketing communications message conveyed to the consumer.

382
Q

What determines the cost and placement of digital advertising?

A

An ad auction, which occurs each time an ad is placed on an ad network.

383
Q

What is the purpose of ad blockers?

A

To prevent ads from being shown on a user’s Internet browser.

384
Q

What is an ad click?

A

A click on an ad impression served during the measured period.

385
Q

What are ad formats?

A

Promotional advertisements of different shapes, sizes, and delivery styles.

386
Q

What are ad groups?

A

Groupings of keywords into similar themes.

387
Q

What is an ad exchange?

A

A platform that facilitates ad placement bidding, acting as an online auction house.

388
Q

What are ad extensions?

A

Additional information that can be included in paid advertisements.

389
Q

What is a Content Management System (CMS)?

A

A system or software used to create, organize, and manage digital content on a website.

390
Q

Give examples of Content Management Systems (CMS).

A

WordPress, Squarespace, Wix.

391
Q

What is a Content Optimization System (COS)?

A

A software platform which focuses on optimizing content to deliver a fully personalized web experience to customers.

392
Q

Define Content personalization.

A

Using different content at different stages of the buying process to make it relevant to the right user at the right time.

393
Q

What does Content repurposing mean?

A

Adapting or breaking up existing content to use for another purpose.

394
Q

Give an example of Content repurposing.

A

Turning an infographic into individual images for social media posts or email content.

395
Q

What is a Content strategy?

A

The planning of the creation, curation, and distribution of useful, usable, and appropriate content as part of an overall digital selling strategy.

396
Q

What is Content targeting?

A

An advertising strategy where you match your ad to the content of the website and decide where it will appear based on the surrounding content.

397
Q

Define Conversion.

A

Activities carried out by a user that fulfill the intended purpose of the webpage, such as downloads, form filling, purchases, contacts, and newsletter subscriptions.

398
Q

What are Conversion metrics used for?

A

To measure the number of valuable actions people take on a site or through a digital marketing channel.

399
Q

What is a Conversion objective?

A

The primary purpose of the valuable actions people take on your site.

400
Q

What is Conversion rate?

A

The percentage of visitors who buy, convert, or take a desired action, measuring the effectiveness of the sales process.

401
Q

What does Conversion rate optimization (CRO) measure?

A

A website’s ability to drive conversions, including leads, signups, and ecommerce sales.

402
Q

What is Conversion tracking?

A

A form of tracking that gives advertisers insight into how many consumers are taking valuable actions on their site or in their mobile app.

403
Q

What is a Cookie?

A

A text file placed on a user’s hard drive by a website to remember data about their visit.

404
Q

What is a Cookie and privacy policy?

A

A policy message that informs visitors about how their data is handled.

405
Q

What is Cookie tracking?

A

Using cookies to capture website user behaviors.

406
Q

What does COPE stand for?

A

‘Create Once, Publish Everywhere,’ the cornerstone of content creation.

407
Q

Explain the concept of Core web vitals.

A

A set of page experience signals being incorporated into Google’s search ranking algorithm as a known ranking factor.

408
Q

What does CPC stand for?

A

Cost-Per-Click, where advertisers pay only when a user clicks on their ads.

409
Q

What does CPM stand for?

A

Cost-Per-Mille or cost per thousand, where advertisers pay for every 1,000 impressions of their ads.

410
Q

Define CPA mobile campaign.

A

An advertising model where the advertiser pays for each specified action linked to the advertisement, typically registration for an online application.

411
Q

Define CPD mobile campaign.

A

An advertising model where the advertiser pays for each specified action linked to the advertisement, typically the downloading of an application or other file.

412
Q

What is a Crawler?

A

A program designed to browse and read websites and webpages by following hyperlinks.

413
Q

What is Crawling in the context of search engines?

A

The process of discovering new web pages that exist.

414
Q

What is the purpose of a Crawler for search engines?

A

To gather information found on websites and webpages to build indices or website databases.

415
Q

What is an off-ramp?

A

Taking people from a social media network to a landing page where you can capture data.

416
Q

What are offer posts?

A

Social media posts that are used to increase sales in your shops or online.

417
Q

What is on-boarding client?

A

An element within the client lifecycle that signifies a prospect has turned into a client and must be shown/taught the value of your product/service.

418
Q

What is on-page optimization?

A

The process of ensuring the content on your site is relevant and provides a great user experience.

419
Q

What is meant by one-to-many?

A

A single message that delivers the same content to everyone.

420
Q

What is meant by one-to-one?

A

Multiple versions of the same message, targeting users whose profile definitely fits the target audience.

421
Q

What is online display?

A

Using visual banner ads to communicate something to a target audience.

422
Q

What are online survey platforms used for?

A

They are used to collect answers to questions and are a good source of quantitative data.

423
Q

What is onlyness?

A

A term used to describe the thing only you can bring to the world such as experience, knowledge, vision, passion, etc.

424
Q

What does open opportunity rate measure?

A

It measures how many opportunities are in the stage ‘open’ from all opportunities.

425
Q

Define open rate.

A

The percentage of people who received and opened your email.

426
Q

What is an opportunity?

A

A sales deal you want to track, engage with and utilize for forecasting.

427
Q

What does opportunity by lead source measure?

A

It measures how many opportunities are created from different channels.

428
Q

What are opportunity methodologies?

A

Third party methodologies that guide sales reps through a sales process in a standardized way.

429
Q

What is optimization score?

A

Google’s attempt to quantify the health of a Google Ads account by providing recommendations and a projection of their impact.

430
Q

What is an organic listing?

A

A listing on the SERP achieved without directly paying the search engine.

431
Q

What is organic search?

A

Non-paid search results on search engines or search platforms.

432
Q

What is organic traffic?

A

Visitors to your website that you haven’t paid for. They come from unpaid sources of traffic.

433
Q

What does organically mean?

A

It means non-paid growth, engagement, or traffic.

434
Q

What is organizational flow?

A

Communications that facilitate a flow of information between an organization, its employees, and an external audience.

435
Q

What does organizational maturity measure?

A

It measures a company’s readiness and capability in relation to its people, processes, technologies, and data.

436
Q

Name the four stages of organizational maturity.

A

Grassroots, rationalization, operationalization, and widespread adoption.

437
Q

What are outdoor advertising materials?

A

They are materials like billboards, bus stops, building wraps, etc., usually displayed outside.

438
Q

What is an overarching strategy?

A

It is a very high-level look at your strategy that summarizes your digital strategy.

439
Q

What is overlapping?

A

When more than one campaign, audience, message, business, etc., covers the same area of interest.

440
Q

Define owned media.

A

Media that you create and manage.

441
Q

What is owned research?

A

Research that your business already owns, has easy access to, and is directly related to your business.

442
Q

What is a page application on Facebook?

A

An application loaded as part of a Facebook business page that provides more functionality to the page.

443
Q

What is page authority/URL rating?

A

Similar to domain authority, it is a search ranking score from 1 to 100, used to measure the SEO weight a specific web page carries.

444
Q

What is a creative brief?

A

A set of instructions allowing creative teams to solve a problem or produce marketing material.

445
Q

What is a creative strategy?

A

Messaging and tone applied to all creative assets and content pieces.

446
Q

What is the Creator Marketplace?

A

The TikTok community where brands and creators can link up.

447
Q

What is Criteo?

A

A specialist e-commerce retargeting platform that shows consumers ads for products they’ve viewed.

448
Q

What is a CRM dashboard used for?

A

To provide an overview of business performance using charts, graphs, and maps.

449
Q

What is cross-linking?

A

The process of linking between two sites to reference similar content of interest to users.

450
Q

What is cross-posting?

A

Sharing content created on one social media channel across other platforms.

451
Q

What is the theory of ‘Crossing the chasm’?

A

It argues that there is a stage between early adopters and the early majority in digital selling.

452
Q

What is cultural trend research?

A

The process of researching unique cultural characteristics and trends to create targeted digital sales strategies.

453
Q

What does CAC stand for?

A

Customer Acquisition Cost - represents the cost of acquiring a new customer through marketing efforts.

454
Q

What are customer engagements?

A

Interactions between a brand or organization and its customers.

455
Q

What is customer experience?

A

The perception of customers’ interactions with a business or brand.

456
Q

What is customer detail in the excel CRM tool?

A

The step where a salesperson aligns the customer’s pain to the solution.

457
Q

What are the phases of a customer journey?

A

The phases a customer goes through while interacting with a business.

458
Q

What is CLV or CLTV?

A

Customer Lifetime Value - the overall value of a customer’s relationship with a company.

459
Q

What are customer testimonials?

A

Reviews or opinions made by customers about a product, service, or business.

460
Q

What is a customer persona?

A

A representation of an ideal customer based on research and data of existing customers.

461
Q

What is CRM?

A

Customer Relationship Management - a tool used for managing business relationships with customers.

462
Q

What are dashboards used for?

A

They provide an overview of the most important metrics and reports.

463
Q

What is data?

A

Factual information, such as statistics, used as the basis for reasoning.

464
Q

What is dayparting?

A

Ad scheduling by dividing the day into different time slots.

465
Q

What are deadlines?

A

The latest time or date by which something should be completed.

466
Q

What is deal review in the CRM excel-based methodology?

A

The first step that determines how probable a deal is to closing.

467
Q

What is defined audience targeting?

A

Precisely identifying audience segments to target with marketing material.

468
Q

What is delivery rate?

A

The percentage of email messages that reached at least one recipient’s email box.

469
Q

What is the demand waterfall?

A

A term used in the sales funnel to track how prospects flow from lead to closed/won business.

470
Q

What are demographics?

A

Hard facts about your audience that enable you to understand them and their needs.

471
Q

What is a description in the context of videos?

A

A keyword-rich caption that appears underneath the video.

472
Q

What is desk research?

A

Research that can be accessed easily from your desk, often involving a simple Google search.

473
Q

What are devices?

A

Hardware used to access digital content.

474
Q

What does MOFU stand for and what does it refer to?

A

MOFU stands for Middle of Funnel and it refers to the stage where a relationship is being built with a prospect.

475
Q

What are monitoring tools used for?

A

Monitoring tools are used to observe patterns and data in a certain field.

476
Q

What is a Marketing Qualified Lead (MQL)?

A

A Marketing Qualified Lead is a prospect who has expressed interest in a product and converted into a lead, meeting the qualifications determined by marketing.

477
Q

What does MRAID stand for?

A

MRAID stands for ‘Mobile Rich Media Ad Interface Definitions’.

478
Q

What is multi-threading in the context of selling to target accounts?

A

Multi-threading is the practice of finding, connecting, and engaging with multiple contacts within the same target account.

479
Q

What is the purpose of mute words in social media?

A

Mute words allow users to stop receiving notifications for mentions based on specific words, phrases, usernames, emojis, or hashtags.

480
Q

What is a narrowing statement used for in audience focus?

A

A narrowing statement helps define the audience, specific needs, and qualifications when narrowing audience focus.

481
Q

Define native advertising.

A

Native advertising is the use of paid ads that match the look, feel, and function of the media format in which they appear.

482
Q

What is native scheduling?

A

Native scheduling is a method of publishing content using a social platform’s own upload function.

483
Q

What are natural search results?

A

Natural search results are search engine results that are not sponsored or paid for.

484
Q

What are navigational keywords used for?

A

Navigational keywords are queries on search engines for a specific website or web page.

485
Q

What is Near Field Communication (NFC) used for?

A

Near Field Communication (NFC) allows smartphones and other mobile devices to communicate over short distances.

486
Q

What are negative keywords used for in advertising?

A

Negative keywords are used to prevent ads from showing up on search engines for certain subjects.

487
Q

What is netiquette?

A

Netiquette refers to the do’s and don’ts of online communication.

488
Q

What is a network in the context of advertising management?

A

A network is an advertising management system that aggregates ad inventory and matches it with advertiser demand.

489
Q

What is a newsfeed in social media?

A

A newsfeed is a social media content stream where you see posts from friends, brands, and advertisements.

490
Q

What is the purpose of ‘nofollow’ command on webpages?

A

‘Nofollow’ is a command that instructs robots not to follow links on a webpage or specific link.

491
Q

What is a nurture stream used for?

A

A nurture stream is a container for audience targeting and each wave of creative intended for a specific audience.

492
Q

Define nurturing prospects.

A

Nurturing prospects involves building trust through created and curated content, as well as highly targeted communications and messaging.

493
Q

What is an objective in business?

A

An objective is an outcome that a business or person plans to achieve.

494
Q

What is off-page optimization in SEO?

A

Off-page optimization is the process of enhancing a site’s search engine rankings through external activities.

495
Q

What is email filtering?

A

Email filtering is a technique that organizes emails based on a word or phrase to keep the inbox free of spam.

496
Q

What is email marketing?

A

Email marketing is a form of direct marketing that uses electronic mail to communicate relevant commercial messages to a specific audience.

497
Q

What is the definition of email subscriptions?

A

Email subscriptions refer to the number of newsletters a person or organization signs up to receive.

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