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What I dont know about d098 > Everything I dont Know > Flashcards

Everything I dont Know Flashcards

1
Q

Inbound Marketing

A

Two-way marketing activities that attract and pull consumers through different stages of the sales funnel.

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2
Q

Outbound Marketing

A

One-way marketing activities initiated by the company that send messages out to consumers.

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3
Q

Cause-Related Marketing

A

Marketing activities that have the dual purpose of increasing profitability and improving society.

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4
Q

Integrated Marketing Campaigns (IMC)

A

Immersive and targeted communication with customers to help move them through the various stages of the buying process.

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5
Q

Cookies

A

Data stored on a user’s computer by the web browser.

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6
Q

Retention Based Emails

A

Part of an effective email marketing strategy designed to help customers understand value of a product, prompt engagement, and reduce churn rate.

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7
Q

Common Short Codes (CSCs)

A

Phone numbers (short ones, as the name implies) to which users can send a text message from a mobile phone, usually to get something in return.

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8
Q

Touchpoint

A

Any way a consumer can interact with a business, whether it be person-to-person, through a website, an app, or any form of communication.

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9
Q

USSD

A

Communications protocol consisting of short, messages up to 182 alphanumeric characters, sometimes called Quick Codes or Feature Codes. Especially on mobile phones.

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10
Q

AIDA

A

Awareness, Interest, Desire, Action

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11
Q

TOFU

A

Top of the sales funnel, focused on bringing the customer in through awareness.

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12
Q

MOFU

A

Middle of the sales funnel, focused on nurturing customers to move them through awareness and interest into desire and action.

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13
Q

BOFU

A

Bottom of the sales funnel, focused on the consumer buying the product or service.

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14
Q

Search Advertising

A

The advertiser pays only when someone clicks on their advertisement or other action based on the bidding strategy used.

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15
Q

Attribution

A

Assigning credit for a sale to a particular touchpoint.

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16
Q

Benefits of Content Marketing

A

Brand awareness, brand preference, brand reach.

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17
Q

4-1-1 Rule

A

Sharing content guidelines. Suggests that you should post four pieces of new content, one repost, and one self-serving post.

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18
Q

Content Planning Process Steps

A

Developing the content strategy, Planning the content creations, Creating the content, Promoting the content, Measuring the success.

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19
Q

Customer Persona Maps

A

A detailed customer analysis that provides profile information to create more personalized strategies that positively impact the customer experience.

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20
Q

Curated

A

Process of selecting, organizing, and presenting information using professional or expert knowledge and info.

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21
Q

Gating

A

The use of a form that requires information to be filled in before content is viewable.

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22
Q

Entrances

A

Represent the number of sessions for which the specified page was the first page in a session.

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23
Q

Exit Rate

A

Exit Rate is a measure of how likely users are to leave a site from the given page.

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24
Q

Bounce Rate

A

A bounce is a session that includes only a single page – sessions in which users reached a single page and clicked no further. The bounce rate, then, is the number of these single-page sessions divided by all sessions.

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25
Consumer Touchpoints
All the points at which brands interact with consumers.
26
Social Media Strategy Components
Goals, channels, implementation monitoring
27
Social Media Strategy Components
Goals, channels, implementation monitoring
28
Social Tool Matrix
A social media model that organizes tools and platforms, and assigns values and direction based on the purpose of the social media content being published.
29
Social Viral Spiral
Social media model that provides guidance for what, when, where, and how to post social media content, with an emphasis on timing and speed.
30
Monitoring
Tracking conversations people have about a brand or business
31
Metrics
Measuring the impact a brand is having by tabulating visits, tweets, registrations, and so on.
32
Long Form Marketing Content
Over 2,000 words.
33
Short Form Content
Under 1,000 words.
34
Sentiment Measuring
A measurement of the emotion of customer engagement.
35
Share of Voice (SOV)
A brand's (or group of brands') advertising weight, expressed as a percentage of a defined total market or market segment in a given time period. SOV advertising weight is usually defined in terms of expenditure, ratings, pages ,poster sites, and so on.
36
Amplification Measurement
Determines the rate at which followers share content.
37
Applause Rate
Indicates how many approval actions (such as likes and favorites) a post receives in relation to the number of followers.
38
Competitive Intelligence Tools
Monitor the content of competitors.
39
Semantic Analysis
Linguistical analysis that focuses on phrases, clauses, sentences, and paragraphs.
40
Crawler
Automated software agents, like bots and spiders, that find and index web content for search engines.
41
XML sitemaps file
Extensible Markup Language - A file where website owners provide information to the search engine about the pages on a website and the relationships between them, helping a search engine more intelligently crawl and index the site.
42
HTML
HyperText Markup Language, the standard markup language for documents designed to be displayed in a web browser.
43
(HTTP)
Hypertext transfer protocol - The protocol that enables a web browser to retrieve content from a server.
44
Robots.txt file
Text file website owners use to tell search engine bots how to crawl and index a website.
45
No Index Metatag
Tag in a robots.txt file that indicates to search engines not to index a page or show it in search results.
46
NAP citations
Data about a company including its name, address, and phone, everywhere it is listed on the web.
47
On-page optimization
On-page optimization involves practices that seek to increase the ranking on an individual web page in search engine results.
48
Meta Description
An HTML meta tag providing a brief summary of a web page's content.
49
Breadcrumb navigation
Secondary navigation system of links for a website, typically appearing horizontally across the top of the web page.
50
Search Demand Curve
Graph of search volume for related keywords, ranging from high volume to low volume at the "long tail" of the curve.
51
Inbound Links
Link from another website that directs users and search engines to another page; also known as backlinks.
52
Knowledge Cards
Special entries that appear at the top of a SERP providing data supplied through human-edited services, data partnerships, and semantic data extracted from the search engine index.
53
Knowledge Panels
Special entries, often with text and images, that typically appear to the right of organic search results, and are derived from human-edited sources like WikiData, data extracted from search engine indexes, and private data partnerships.
54
Local Pack
Local search results, often including a map, three physical locations, with links to websites and driving directions.
55
Local Teaser Pack
Three-pack of local business results show on a map with basic info such as hours of operation, reviews, images and ratings.
56
Link Building
A process of exchanging links with other websites to increase rankings.
57
Nofollow attribute
An attribute used to prevent a link from passing link authority; commonly used on sites with user-generated content, like in blog comments.
58
Directory Submission
Adding a website to a categorized catalog of websites, typically manually organized by topical editorial experts.
59
White Hat SEO
On and off page best practices that follow search engine rules to improve SEO rankings.
60
Black Hat SEO
Practices that attempt to game or manipulate search engine rules to improve SEO rankings.
61
Tracking Pixel
Technology used to track when users take certain actions online, such as visiting a site or an advertisement.
62
Fair Information Practice Principles
Guidelines established by the federal trade commission (FTC) relating to acceptable information practice in an electronic marketplace.
63
General Data Protection Regulation (GDPR)
European Union regulation that requires businesses to protect the personal data and privacy of European Union citizens.
64
CTR click through rates
Percentage of visitors who saw an ad and clicked on it.
65
Paid Inclusion
A search engine marketing product in which the search engine company charges fees for the inclusion of websites in their search index.
66
Floating Advertisements
A type of pop up that appears in a layer over the content, but is not in a separate window.
67
Overlay Ads
Ads that are only available on YouTube's desktop platform and will appear in a semi-transparent state over the lower 20 percent of the video.
68
Discovery Ads
Thumbnail image ads that appear in the upper right corner of the search and watch pages.
69
Sponsored Cards
Display content that appears during the video to display relevant products featured in the video.
70
Bumper Ads
Non-skippable ads up to six seconds long that must be watched before a video can be viewed.
71
Target Impression Share Goal
Smart Bidding strategy that automatically sets bids with he goal of displaying an ad on the top of the page or anywhere on the page of Google search results.
72
Cost per Acquisition (CPA)
Advertising bidding model in which a marketer only pays when a visitor takes a certain action such as applying for a quote, signing up for a newsletter, etc.
73
Programmatic advertising
Advanced, ever-evolving inventory system used in the automation of the buying and selling of digital ads.
74
Demand-side platform (DSP)
System that allows buyers of digital advertising inventory to manage multiple ad exchanges through one interface.
75
Supply-side platform (SSP)
Technology platform that enable web publishers to manage their advertising space inventory, such as by filling it with ads and receiving revenue.
76
Programmatic Guaranteed
Type of programmatic advertising that guarantees a volume of impression at a fixed price.
77
Flexible Grid
An approach to responsive layout design that uses a grid system to help designers arrange and flex content for various screen sizes.
78
Media Queries
A way to apply different layouts depending on the size of the viewport being used to render the website.
79
User Experience (UX)
The physical, sensory, emotional, and mental experiences a user has when interacting with a digital tool.
80
Strategy Plane
The aspect of web design that focuses on the needs of users and the business.
81
Structure Plane
The aspect of web design that defines the patterns and sequences of the user experience.
82
Skeleton Plane
The aspect of web design that considers navigation, interface, and information design
83
Surface Plane
The aspect of web design that attends to the sensory experience of the user.
84
M-Commerce
Online transactions and purchases using smartphones and other mobile handheld devices.
85
Information Architecture
Organization and structure for the content of websites and web and mobile applications.
86
Mindmaps
Diagrams used to visually represent hierarchal information.
87
Tree Testing
Usability testing technique for evaluating the findability of topics in a website's structure where users are asked to find specific information using the website hierarchy.
88
Longitudinal Study
Comparing performance metrics looking at the same variable over periods of time.
89
Persistent Cookie vs Session Cookie
A cookie that is stored on a user's hard drive until it expires or the user deletes it vs a cookie that is stored and deleted after the current session is over.
90
Data Sampling
Statistical analysis technique used to select and analyze a representative subset of data points to identify trends and patterns in the greater data set.
91
Implicit Information
Info about a lead a captured using web analytics tools about online behavior, such as browser, device type, page visits, signups, and links clicked.
92
Explicit info
Information actively provided by a lead entering name and contact details, email addresses, user preferences, and responses to calls to action.
93
Lead Scoring
A numerical calculation used to rank the prospects of a perceived value to the organization.
94
IFTTT
"If this, then that" Method to automate repetitive tasks or to enable devices or services to trigger action in another through scripts, also called recipes or applets.
95
Trigger Campaign
Event-based marketing campaign based on if-then scenarios.
96
Drip Campaign
An automated time based marketing campaign sending a series of scheduled messages to determined intervals.
97
Decision Trees
A branched flowchart showing multiple pathways for potential decisions and outcomes that help marketers plan automated sequences of messages.
98
Soft Bounce
Occurs due to temporary delivery issues, full inboxes, servers being down or unavailable, or an email being especially large or otherwise undeliverable. In this case, the recipient stays on the subscriber list.
99
Soft Bounce
Occurs due to temporary delivery issues, full inboxes, servers being down or unavailable, or an email being especially large or otherwise undeliverable. In this case, the recipient stays on the subscriber list.
100
Hard Bounce
Occurs if an email address does not exist, if the domain does not exist or if an email service blocks delivery in this case, the intended recipient is removed from an active subscriber list.
101
Pharming
Form of online fraud where a hacker redirects website traffic from a legitimate website to fraudulent imitation websites to obtain personal information, passwords, and account information.

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