Digital Marketing Terms - Part 2 Flashcards
To kick ass
What is an Email Service Provider (ESP)?
An Email Service Provider (ESP) is a commercial-level email host with integrated features for digital marketing.
What is emotional intelligence?
Emotional intelligence is the awareness of one’s own and other people’s emotions.
What is an emotional response?
An emotional response is an emotional reaction to a stimulus.
What is employee advocacy?
Employee advocacy is the process of turning employees into trusted advocates and brand ambassadors who share relevant content.
Who are empowered customers?
Empowered customers are those who gather information about a product, price, features, and reviews before engaging with a salesperson.
What is the enablement phase in digital selling?
The enablement phase equips digital sellers with tools to identify customer personas, target decision makers, build a personal brand, and capture vital information.
What is the engagement phase in digital selling?
The engagement phase enables sellers to build relationships, prequalify prospects, close new business, and utilize tools for successful engagement.
What are engagement metrics?
Engagement metrics measure how often and to what extent people interact with content on social channels or websites.
What is an entry page on a website?
An entry page is the first page viewed by a website visitor.
What is ephemeral content?
Ephemeral content is content that is visible on a platform for only a short time.
What does ESP stand for?
ESP stands for Emotional Selling Proposition in marketing messaging.
What is an event in the context of a website?
An event refers to a specific action or occurrence on a website.
What are event posts on social media?
Event posts are features that allow users to organize gatherings, respond to invites, and stay informed about friends’ activities.
What is evergreen content?
Evergreen content is content that remains relevant and interesting to readers for years after its initial creation.
What does exact match refer to in PPC advertising?
Exact match is a keyword match type in PPC advertising that offers precise control over ad targeting.
What is an executive profile on social networks?
An executive profile is a fully optimized profile on all social networks.
Who is an executive sponsor?
An executive sponsor is someone respected internally, with significant influence and aligned goals, who understands program objectives and internal politics.
What is an exit page on a website?
An exit page is the last page viewed by a website visitor.
What is an Expanded Text Ad (ETA) in paid search campaigns?
An Expanded Text Ad is an ad format that allows for longer headlines and descriptions in paid search campaigns.
What is an explicit lead scoring metric?
An explicit lead scoring metric is voluntary information (e.g., BANT) used to evaluate lead value for the seller’s goals.
What are Facebook ads?
Facebook ads are an ad format used to amplify and target content on Facebook to specific audiences for a fee.
What is Facebook Business Manager?
Facebook Business Manager is a platform that allows businesses to securely share and control access to their ad accounts, pages, and other assets on Facebook.
What is a Facebook Carousel?
A Facebook Carousel is a popular post or ad format that displays up to 10 images or videos in one scrolling post.
What is Facebook Creator Studio?
Facebook Creator Studio is a tool that enables tracking and managing content performance, even across different pages.
What is a Facebook Event?
A Facebook Event refers to a specific action or occurrence on Facebook.
What is lead nurturing?
The process of developing relationships with buyers at every stage of the sales funnel.
What is a lead nurturing funnel?
The process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey.
What is lead response time?
A SAM metric used to get an indication of how leads are being handled amongst sales reps.
What is lead scoring?
Ranking prospects against a scale of factors to evaluate the quality of each lead.
What is like in social media?
A mostly positive reaction on social media to content.
What is link building?
The process of actively cultivating incoming links to a site for the purposes of improving organic search (SEO) performance.
What are link clicks?
The number of instances that a link was clicked in a paid ad or promoted post.
What is link juice?
A slang term used in SEO to describe the value of links pointing to another site.
What is link popularity?
A measure of the popularity of a site based upon the number and quality of sites that link to it.
What are link posts?
Posts that link to a website from the Facebook platform.
What are LinkedIn connections?
People in your LinkedIn network.
What is a LinkedIn group?
A LinkedIn page that supports specific, topical discussions that are moderated by group owners and managers.
What is LinkedIn Sales Navigator?
A sales tool used to gain deep insights into a team’s digital selling practices.
What is listening?
The act of monitoring keywords, topics, individuals, and groups for the purpose of either engagement or research.
What is location-based advertising?
A mobile ad unit being delivered to mobile users based on specific geographic coordinates.
What is local search?
The process of utilizing a search engine’s database of local business listings to target audiences based on their specific geographic locations.
What is local SEO?
Search engine optimization focused primarily on a business which only serves customers at a certain location.
What are local service ads?
A Google Ad format that uses a pay-per-lead pricing model, only available in certain areas, and only to specific types of businesses verified by Google.
What is location targeting?
An ad feature that enables you to show your ads to customers in a selected geographic location.
What are long-tail keywords?
Keywords that are typically three or more words and are more specific.
What is a lookalike audience?
A Facebook Ads audience type comprised of a group of users defined by their similarity to another group of users.
What is a lost client?
An element within the client lifecycle that signifies a client has discontinued using your product or service.
What is LTV or Lifetime Value?
The best estimate of expected revenue from an average customer.
What is the primary purpose of a page title?
To tell search engines about a page theme or topic.
What does the term ‘page speed’ measure?
How quickly a website page loads.
How is the ‘percentage of new visits’ calculated?
By determining the percentage of visits to a site that came from people who had never visited the site before.
What is the definition of ‘paid search’?
Search engine results that are sponsored or paid for in some way.
What is the Pareto Principle?
The principle that only two out of ten items on a to-do list will be worth more than the other eight items grouped together.
What is a ‘passive audience’?
An audience that is exposed to media/marketing material but doesn’t actively engage with the content or messaging.
What is a ‘path’ in the context of websites?
A route to a website, goal, or destination.
What is ‘Pay-Per-Click (PPC)’?
A form of paid media in which search marketers bid on ads that appear above the organic results on search engines by bidding on particular keywords and terms.
What is a ‘payment gateway’?
A third-party integration with a website that allows visitors to enter their credit card details and make payments.
What is ‘permission-based marketing’?
Marketing efforts in which recipients have opted in or given permission to receive information from the marketer.
What is a ‘personal brand’?
The image that an individual conveys online - describing what they do and is the same image buyers see when they research them.
What is ‘personalization’ in marketing?
The process of creating unique experiences for individual users.
What does ‘Personally Identifiable Information (PII)’ refer to?
Information collected with web analytics that could identify the website visitor.
What does ‘Phone-Through Rate (PTR)’ measure?
The number of phone calls received from an ad divided by the total number of times the phone number was shown in an ad.
What are ‘photo posts’ in the context of social media?
Social media posts that include photos, which can also include text.
What is a ‘pin’ on Pinterest?
A content format on Pinterest, representing ideas that users create, find, and save from around the Web.
What does the ‘Pin it’ functionality on Pinterest allow users to do?
Add an image or a video to a Pinterest board.
What is a ‘Pinterest browser button’?
A browser extension that allows users to save ideas from around the web.
What is an instant message?
A message sent between two connections in real time through a social media network or email platform.
Name some platforms that support instant messaging.
Facebook, Skype, and WhatsApp
What is the definition of Instream pre-rolls?
A video feature that ensures your ads play before other people’s videos.
Explain the Integrate (DMI) principle.
Wholly integrating and implementing each phase of the process into your overall digital selling strategy.
What is the purpose of the Interest stage?
To increase emotional engagement.
What is an internal link?
A hyperlink from one page to another on the same website.
What does IP address stand for?
Internet Protocol address.
Define an interstitial ad.
A mobile ad unit that appears between two views on a mobile website or app.
What is meant by inventory in advertising?
Available advertising space on all web and mobile channels.
What does IP tracking enable you to do?
Track and monitor people who have visited your web pages.
What is the Iterate (DMI) principle?
Continually using learnings from each phase to re-inform the next iteration of the digital sales process.
What does KPI stand for in digital marketing?
Key Performance Indicator.
Why are KPIs important in digital marketing?
They provide metrics, data, and benchmarks to improve processes, campaigns, and content.
What is a key phrase?
A search phrase.
What are keywords used for in advertising?
To trigger an ad to appear when entered by users.
Define keyword density.
The percentage of words on a webpage related to target SEO keywords.
What is keyword research?
The process of determining appropriate keywords to target.
What is keyword spam also known as?
Keyword stuffing.
Explain the meaning of a knowledge panel.
A box of information appearing on the search engine results page, providing users with web-based information about a topic.
What is a landing page?
The page users land on when they click on an online advertisement, email, or search engine link.
What does LSI stand for in Latent Semantic Indexing?
Latent Semantic Indexing.
What is a lead in digital marketing?
Someone who has shown or may show interest in your service or product offering.
What can lead generation involve?
Creating marketing campaigns, websites, and content with the purpose of collecting users’ contact details.
Define lead magnet.
A tactic used to attract potential leads.
What is the purpose of the CASL?
The CASL requires marketers to obtain permission from a user before sending marketing material via email or SMS.
What is the purpose of the CCPA?
The CCPA is a California law that provides consumer protection rights similar to the GDPR.
What is the role of a Chief Information Officer (CIO)?
A CIO is responsible for the implementation and practicalities of information systems and technologies within an organization.
What is the role of a Chief Marketing Officer (CMO)?
A CMO manages and oversees all essential marketing communications and initiatives for a company.
What is the role of a Chief Operating Officer (COO)?
A COO manages and oversees the continued business operations within a company.
What is the role of a Chief Security Officer (CSO)?
A CSO develops and oversees policies and programs that protect employees, assets, and property of a business.
What is the role of a Chief Technology Officer (CTO)?
A CTO handles all technological implementations and initiatives used by the business.
What is meant by ‘canonical’ in SEO?
Canonical is an HTML element used to avoid SEO duplicate content issues by indicating the preferred version of a page.
What is a canvas application on Facebook?
A canvas application is an app that is consumed elsewhere on Facebook, not visually connected with a Page.
What is a carousel post or ad format?
A carousel is a format that allows up to 10 images or videos to be displayed in one scrolling post.
What are case studies?
Case studies are documented research into a business problem, process, and solution.
What are Cascading Style Sheets (CSS)?
CSS describes how HTML elements appear on webpages and adapt when viewed through different devices or platforms.
What is a chatbot?
A chatbot is a computer program used to simulate chat or conversation, often providing information or support to users.
What does ‘churn rate’ refer to?
Churn rate is the number of customers or subscribers who cut ties with a service or company within a given time period.
What does ‘click share’ measure in Google Ads?
Click share measures the percentage of clicks your ads receive out of the estimated total number of clicks they were eligible to receive.
What does ‘CTR’ stand for in marketing?
‘CTR’ stands for ‘click-through rate’, which is the percentage of people who click on an ad after seeing it.
What is ‘click-to-call’?
‘Click-to-call’ is a service within an ad that enables a mobile user to make a phone call with a single click.
What is direct marketing?
A channel-agnostic form of advertising that allows businesses to communicate directly with customers.
How do visitors come to a website through direct traffic?
By typing the URL in a browser.
What is discovery?
The act of finding or learning something for the first time.
What are display ads?
Image advertising shown on a web page.
What is a display network?
A group of websites where display ads may be shown.
What is a disruptive app?
An innovative mobile app that changes the balance of an existing market.
What is distilled curation?
Reducing the overall ‘noise’ about a topic to its core concepts.
What is the DMI sales method?
A principles-based framework for applying digital selling for business goals.
What is the Domain Name System (DNS)?
A system that notifies the rest of the web where to go when a domain is visited.
What is a Data Management Platform (DMP)?
A unified technology platform used for collecting, organizing, and activating large sets of data.
What is Domain Authority/Domain Rating?
An organic search ranking score used to measure the SEO weight a website domain carries.
What is a domain name?
The portion of a URL that indicates the host or web server.
What is double opt-in?
An email process where a person subscribes and verifies consent through a confirmation message.
What are drive product recall actions?
Actions intended to encourage people to remember your brand or marketing messaging.
What is a Demand-Side Platform (DSP)?
A system that allows buyers of digital advertising inventory to manage multiple ad exchanges.
What is dual screening?
A tactic where marketers target an audience consuming traditional mass media while receiving targeted online messages.
What is duplicate content?
A substantial amount of identical content that appears on multiple websites or the same website.
What are dynamic ads used for?
To precisely target decision-makers and influencers with highly relevant and customizable creative.
What is dynamic content?
Content that is unique to the user(s) visiting a site based on their history or declared interests.
What is E-A-T expertise?
Expertise, Authoritativeness, and Trustworthiness used to describe website or content quality.
What is earned media?
Free publicity generated by consumers, PR, influencers, and people who share content related to your brand.
What is email and automation marketing?
A marketing campaign using emails and automation to reach customers at the right time for conversion.
What is email deliverability?
The measure of successfully delivering emails to recipients’ inboxes.
Define responsive website.
A website that has been formatted to its ideal fit for the screen it’s on.
What is the purpose of the retention stage?
To make the consumer feel special and increase the chances of recommendations.
What does ROI stand for?
Return On Investment.
What is ROMI?
Return On Marketing Investment.
Define retweet.
A tweet from another user that you share publicly with your followers.
What does revenue by lead source measure?
How much revenue is created by different lead sources.
What does RFM analysis stand for?
Recency, Frequency, and Monetary analysis.
Define rich media.
A broad range of interactive and engaging ad formats.
What is a rich pin?
A pin that provides more context about an idea by showing extra information directly on the pin.
What are rich results on search engine result pages?
A listing that includes more than the standard title, web address, and description.
What are rich snippets?
Additional HTML mark-up added to the website code to identify certain pieces of content within a specific category.
What does ROAS stand for?
Return on Ad Spend.
What is a robots.txt file?
A file in the root directory of a website used to restrict and control the behavior of search engine spiders.
What does RTB stand for?
Real-Time Bidding.
What is a Sales Accepted Lead (SAL)?
A Marketing Qualified Lead (MQL) that has been approved by the sales team as worthy of pursuing.
Define sales enablement.
A systematic approach to increasing sales productivity by supporting sales representatives with content, training, and analytics.
What is a sales funnel?
A buying process that companies lead customers through, from the awareness stage to the purchase stage.
What is a Sales Qualified Lead (SQL)?
A prospective customer that has been researched and vetted by both the marketing and sales teams.
Define scheduling in social media.
The act of prescheduling your activity on a social media channel to save time.
What is schema markup?
A website HTML markup language used to help search engines better understand specific parts of a website.
What is the purpose of using search online?
To find content, brands, or solutions to problems.
What is the purpose of the ‘search and explore’ feature on Instagram?
To discover content of interest from accounts you don’t follow.
What is a visual display banner?
An advertising image shown on a website to a target audience.
What is a vlog?
A video blog.
What is voice search?
Referring to any search query conducted using voice technology.
Define a warm introduction.
A sales prospect introduction through a mutual connection, increasing engagement likelihood.
What is a webinar?
A video seminar, class or presentation that takes place on the Internet.
What is website optimization?
The act of improving and streamlining a website to make it more effective and user-friendly.
Define a white paper.
An in-depth report or guide that informs readers about a complex issue.
What is whitelisting?
An email process where ESPs monitor email broadcasts to reduce spam.
What is a wide skyscraper?
An ad size of 160 x 600 pixels used on Google Display Network.
Define a wireframe.
The barebones structure of a website used to plan layout and user experience.
What does WOM stand for?
Word-of-mouth.
What does YMYL stand for?
Your Money Your Life, referring to topics with potential impact on future health, finances, safety, or happiness.
What is Yoast?
A highly valuable SEO plugin for WordPress websites.
What are YouTube cards?
A YouTube content format that can drive deeper engagement with channel, videos, and playlists on YouTube and a website.
What is a YouTube channel?
The channel that serves a YouTube profile page.
What is a YouTube Masthead?
A customizable creative that runs on the top of the YouTube home page for 24 hours in a chosen market.
