Foundation of Digital Marketing and E-Commerce Flashcards
What is digital marketing?
The practice of reaching consumers online through digital channels with the aim of turning them into customers.
What is a digital channel?
Any communication, method or platform a business can use to reach their target audience online.
What are the advantages of digital marketing?
Cost-effective
Reach more people
Faster results
Build relationships with customers
Name 2 Job Titles
Digital marketing coordinator
E-Commerce analyst
What do digital marketing and e-commerce specialists do?
Audience research
Planning
Creating or publishing content
Updating product descriptions
Analyzing data
What digital channels do both digital marketers and e-commerce specialists use?
Digital marketers and e-commerce specialists both use the same digital channels: social media, email, and ads.
Which transferable skills will set a learner up for success in digital marketing and e-commerce?
Curiosity
Analytical mindset
Storytelling
A learner can shape their public persona as a digital marketing or e-commerce specialist by building their _____.
Personal brand
What are In-House benefits?
Get to know one company and its products
Deep knowledge and expertise in a specific industry. Clear path to promotion.
What are the agency benefits?
Collaborate on a variety of initiatives in multiple industries
Develop broad and flexible expertise
Get to know, certain skill sets very well
Roles - Digital marketing coordinator
Associate-level roles in digital marketing
Coordinate marketing activities and initiatives
Identify target audiences through research
Run campaigns
Monitor metrics to evaluate trends
Roles - Marketing associate
Associate-level roles in digital marketing
Prepare reports on marketing and sales metrics
Collect and analyze customer behavior metrics, such as web traffic and search rankings
Coordinate with marketing teams to generate digital advertising materials
Assist with ongoing marketing campaigns
Roles - Search Optimization (SEO) Specialist
Associate-level roles in digital marketing
Develop optimization strategies to improve search rankings
Implement keywords for SEO
Monitor metrics to understand SEO performance
Update links for optimization of search rankings
Roles - search engine marketing (SEM) specialist
Associate-level roles in digital marketing
Identify customer personas to enable marketing to identified audiences
Perform research on keywords for SEO and Pay Per Click (PPC) ads
Monitor metrics to optimize paid search performance
Identify and monitor key performance indicators (KPIs) for SEM
Roles - social media specialist
Associate-level roles in digital marketing
Develop, implement, and manage a social media marketing strategy
Collaborate with sales and marketing teams on social media campaigns
Create content to build customer connections and increase brand awareness
Monitor metrics in social media campaigns for customer engagement and content optimization insights
Roles - E-Commerce Analyst
Associate-level roles in e-commerce
Implement e-commerce strategies to support business goals
Set e-commerce goals and key performance indicators (KPIs) for key attributes like audience, acquisition, behavior, and conversions
Monitor and analyze e-commerce metrics
Leverage e-commerce data for operational insights
Roles - E-Commerce Specialist
Associate-level roles in e-commerce
Develop and run campaigns to increase digital sales as part of an overall digital marketing strategy
Optimize paid advertising campaigns using SEO and other tools
Manage an online marketing presence, including social media platforms
Monitor metrics for spikes in website traffic or sales
Roles - Digital Marketing Manager
Advanced Roles
Plan and execute digital marketing, including SEO/SEM, email, social media, and display advertising campaigns
Measure and report performance and return on investment (ROI) for digital marketing
Plan, execute, and evaluate A/B tests and experiments
Evaluate and improve the end-to-end customer experience across multiple channels and customer touchpoints
Roles - Social Media Strategist
Advanced Roles
Manage and oversee social media content
Measure the success of social media campaigns
Monitor and analyze metrics to recommend effective content optimization solutions
Network with industry professionals and influencers using social media
Roles - Account Manager
Advanced Roles
Build and maintain client relationships
Ensure the timely and successful delivery of advertising solutions based on customer needs and objectives
Clearly communicate the progress of initiatives to internal and external stakeholders
Forecast and monitor key account metrics
Roles - E-Commerce Product Manager
Advanced Roles
Conduct market research
Develop a product strategy for an e-commerce business based on analytics
Define website and mobile app functionality, and deliver an optimal user experience for both
Understand business objectives and coordinate efforts to increase sales
Key takeaways in Career progression
You consistently meet or exceed job-related performance goals.
You’re assigned tasks associated with a higher-level role.
You recently asked for more work while performing your job.
What are the four distinct models within e-commerce?
Business-to-consumer (B2C)
Consumer-to-consumer (C2C)
Business-to-business (B2B)
Consumer-to-business (C2B)
Describe Business-to-consumer (B2C) e-commerce
Business-to-consumer (B2C) is the most common form of e-commerce. This is the online process of businesses selling products or services directly to consumers.
What are the three main areas of Business-to-consumer (B2C)?
Experiential marketing
Social media marketing
Influencer marketing
Describe experientia, marketing
also known as engagement marketing, encourages consumers to not only purchase a brand or product but to experience it. Experiential marketing campaigns draw out emotional responses from their audiences.
Describe media marketing
creates content for different social media platforms to drive engagement and promote a business or product.
Describe influencer marketing
enlists influential people to endorse or mention a brand or product to their followers on social media.
Describe Consumer-to-consumer (C2C) e-commerce
With consumer-to-consumer (C2C) e-commerce, individuals sell products or services to other individuals. In other words, consumers buy items from each other.
Describe Business-to-business (B2B) e-commerce
Business-to-business (B2B) e-commerce enables businesses to sell products and services to other businesses. The rise of services, particularly software services, accelerated B2B e-commerce. This type of service is known as Software-as-a-Service (SaaS).
Describe Consumer-to-business (C2B) e-commerce
The popularity of small business ownership helped establish another model for e-commerce, C2B. With C2B e-commerce, consumers sell their products or services to businesses. Specialized platforms also fill a need for these online transactions.
Fill in the blank: By the end of this program, learners will have _____ that can help them demonstrate their experience to potential employers.
concrete examples of work
How can someone in this program put what they have learned into action?
By building a personal brand
Fill in the blank: Some marketing roles are _____ positions, meaning a marketer works for a single company to market and sell their products.
in-house
Describe digital channel
Any communication method or platform a business can use to reach their target audience online
Describe digital marketing
The practice of reaching consumers online through digital channels with the aim of turning them into customers
Fill in the blank: A successful digital marketing effort guides all of a company’s customer _____.
interactions
What are the advantages of digital marketing?
Reduces wasteful spending
Adapts to new technologies
Reaches target audiences with more precision
Digital marketing challenges - SPENDING
1. Advantage
2. Challenges
- Digital content is easier to create.
- ## Organizations engage in omnichannel marketing—the integration or synchronization of content on multiple channels—so customers can have a consistent brand experience.
- Digital marketing is more cost-effective than traditional marketing
- If an organization is working towards an omnichannel presence, the cost for marketing on all channels adds up quickly. Getting support or buy-in for extra or additional budget to cover the cost can be difficult.
Digital marketing challenges - TECHNOLOGY
1. Advantage
2. Challenges
- Digital marketing, adapts to new technologies.
- As a marketer, learning and keeping up with new technologies and tools is a constant requirement. Marketers must also stay up-to-date with and follow all user privacy and data sharing regulations worldwide. Omnichannel marketing also makes it more difficult to track where sales come from. Marketers must rely more heavily on analytics tools to help them do that.
Digital marketing challenges - TARGET AUDIENCES
1. Advantage
2. Challenges
- Digital marketing tools expand customer reach using specific audiences.
- The digital space is a crowded field that’s getting even more crowded. It’s harder for marketers to stand out with their advertising, even when they are targeting the right audiences.
Beyond an online presence, how can a company stand out from its competitors and reach potential customers?
With digital marketing
Fill in the blank: A successful digital marketing effort guides all of a company’s cunstomer ________?
Interactions
Successful digital marketing allows companies to think strategically about how to reach customers at what points in the purchasing process?
Before, during, and after a purchase
When beginning a digital marketing effort, what does a company need to research in order to set meaningful goals and measure success?
Target audience
Describe Pain Points
Specific problems customers and potential customers want to solve
Describe Customer Journey
The path you take from learning about a product to getting your questions answered to making a purchase
What is the customer journey?
The path a customer takes from learning about a product to getting their questions answered to making a purchase
Describe Touchpoint
Each interaction with a brand during a purchase journey
Describe Customer Journey Map
A visualization of the touch points a typical customer encounters along their purchase journey
What is a Marketing Funnel?
A visual representation of the process through which people go from first learning about a brand to becoming loyal customers 
What is the top of the Marketing Funnel?
Awareness
What is Target Audience?
The group of people most likely to purchase a company’s products
What is the second level of the marketing funnel?
Consideration
In the marketing funnel what is the third level called?
Conversion
What is the last stage of the marketing funnel?
Loyalty
What is the difference between a journey map and the marketing funnel?
A journey map adopts the customers, perspective, but a funnel considers that same process from the position of the business.
Name the Awareness Tactics
- Optimize website content around specific search items
- Paying to place digital ads on websites, social media, email, or video platforms.
- Forming promotional partnerships with other brands of influencers.
What is a lead?
A potential customer who has interacted with a brand and shared personal information, like an email address. 
What is consideration tactics?
- Serve ads based on products and pages visited.
- Blog post, newsletters, webinars
- Samples, tools, trial memberships
What is a metric?
A quantifiable measurement used to track and assess progress toward an objective. 
What are the three measuring awareness?
- impressions
- reach
-Frequency
What is impressions?
The total number of times, and ad appears on peoples screens
What is reach?
The total number of unique individuals who encounter an ad across their different devices
What is frequency?
How many times each individual encounters an ad in a given time frame
What is measuring consideration?
- How often customers search for your business online
-number of first time visitors
-number of pages per visitor
-How long visitors spend on a page
-Email or newsletter sign-up
What are the Conversion Tactics?
- Accurate Product Description
- Smooth checkout Process
- Clear returns policy
- Product-focused ads
-Clearly organized website
What are the Loyalty tactics?
- Great experience during and after purchase
- Follow-up emails
- Rewards programs
- Social media engagement
What are the conversion tactics?
- accurate product descripti
- Smooth, checkout process
- Clear return policy
- Product focused ads
- Clearly organized website
What are loyalty tactics?
- Great experience during and after purchase
- Follow up emails
- Rewards programs
- Social media engagement
What are the measuring conversion?
- number of conversions
- Time to conversion
- Cost per conversion
- Average number of touch points
- Average order size
What is a cart abandonment?
When a customer add an item to their cart, but doesn’t make a purchase
how to measure loyalty?
- rate of repeat purchases
- Length of time between purchases
- number of orders per customer
- Rate of account activation after sign up
- Engagement with rewards programs
Define the term brand
How a business or organization is perceived by the public
Define products and services
The things, a business sells, like clothing, software, or entertainment
Define brand equity
The value consumers attribute to one brands offerings when compared with similar products from another brand
What is brand safety?
Brand safety refers to the practice of keeping brands, reputation safe when they advertise online. This means ensuring the brands ads aren’t placed next to or inappropriate or in accurate contact and making sure no copyrighted materials are used without permission.
What examples that can influence a brand?
Culture and Values
What is a digital marketing strategy?
A plan for achieving specific goals through online channels to support in advance, business objectives
Define media mix
The combination of digital channels you use to reach your goals, and how you divide your budget among them
What goes into planning an effective digital marketing strategy?
- research your audience
- set goals
- review existing media for gaps
- select marketing channels
- plant content
- Measure and analyze results
Why is it important to know your audience?
When you identify your audience, you can create digital marketing campaigns that interest and engage them in this can lead to brand growth and increase awareness
Define customer personas
Represents a group of similar people in a desirable audience. They are profiles of your likely customers, based on data and research.
Define business goals
Desired aims, achievements, or outcomes for a business
What are the common business goals?
- increase profits
- gaining new customers
- improving customer service
- raising productivity
- launching new products or services
Define marketing goals
Specific objectives in a marketing plan or strategy that should support a business larger aims
What are the examples of marketing goals?
- raising brand awareness
- increasing web traffic
- generating new leads
- driving sales or conversions
What are SMART Goals?
Specific
Measurable
Attainable
Relevant
Time-Bound
What is SMART “Specific?”
What do you want to accomplish?
What is SMART “Measurable?”
What are the success metrics that will determine whether the objective has been met?
What is SMART “Attainable?”
Is this a realistic goal that you think you can meet?
What is SMART “Relevant?”
Is this email marketing goal aligned with your company’s overall objectives?
What is SMART “Time-Bound?”
What is a realistic time frame that this goal can be met within?
Define Paid Media
Any form of digital promotion a brand pays to put online
Examples of Paid Media
- Banner Ads
- Video Ads
- Social Media Ads
- Shopping Ads
- Pop-ups
Paid Media Pros and Cons
Paid Ads produce results quickly, but can get expensive over time
Define Owned Media
All the digital content a brand fully controls
Advantages of Owned Media
Owned media content can be persuasive, but unlike paid media ads, it doesn’t advertise or sell products directly. Instead, it provides value by giving customers what they need in order to make informed decisions. Think of it this way: If paid ads bring consumers to a company’s website, owned content is what convinces them to stay. Owned media includes things like website content, blogs, eBooks, and social media content.
Examples of Owned Media
- Website Content
- Blogs
- eBooks
- Social Media Contents
- Case studies
What is Earned Media?
Positive digital exposure generated through personal or public recommendations
Advantages of Earned Media
Companies don’t create or own earned media, and they can’t pay for it directly. It’s generated by customers in response to things like product quality and customer service, in addition to successful marketing campaigns.
Examples of Earned Media
Basically, it’s the reputation a brand builds for being great at what they do.
- social media mentions
- blog posts
- written or video reviews
- positive press coverage, like product profiles or best-of lists.
What is Search Engine Optimization (SEO)?
A set of practices designed to increase the quantity and quality of traffic to a website
What is Search Engine Results Pages (SERPs)?
The pages of results produced when someone performs a search
What are the SEO basics?
- Keyword research
- Quality content
- Website structure
What is Keyword research
The process of identifying common search terms and phrases consumers use to find products or services online
What is Search Engine Marketing (SEM)?
The process of generating traffic to a website through paid ads that appear on search engine results pages
What’s the difference of SEO and SEM?
SEO is through Search Listings and SEM are paid ads
What is an Ad Auction?
How a search engine determines which ads to display, and the order they’re shown, when someone performs a search
What is Pay-Per-Click advertising (PPC)?
An advertising model where you pay only when someone clicks on your ad
What is Cost-Per-Click (CPC)?
The amount you pay when someone clicks on a PPC ad
What is Remarketing?
Allows you to identify previous customers or visitors to your website and serve them paid ads on other sites and social media platforms
What is display advertising?
Display ads are visual ad formats placed on webpages or apps. Display ads are images, text, videos, or GIFs that are submitted to display networks and then placed in front of your ideal audience to promote your brand, service, or product.
What is Display Network?
A display network is a group of websites, videos, and apps where your ads can appear. Some display networks may include up to two million websites. Display networks allow marketers to target ads to particular audiences, contexts, locations, and more. Some examples of display networks are the Google Display Network, Taboola, and Criteo. However, there are many options, and we encourage you to research as many as you can in order to determine which is best for your company.
What is Ad Exchanges?
digital marketplaces where buyers and sellers come together and enter into a real-time bidding process to buy and sell ad space. Ad exchanges pool ad inventory from multiple publishers and display networks. Agencies and advertisers typically bid on impressions from ad exchanges via a tool called a demand-side platform. Xandr, OpenX, Magnite, Pubmatic, and Google Ad Manager are examples of ad exchanges.
What are the different types of Display Ads?
- Image Ads
- Text Ads
- Responsive Ads
- App Promotion Ads
What are Image Ads?
static JPG, PNG, or animated GIF files that appear on websites. Reaching customers through visuals is an effective approach because users can see the usefulness of your product.
What are Text Ads?
general ads that appear on websites as text only. These aren’t the most dynamic ads, since they are text only.
What are Responsive Ads?
automatically adjust their size and format to fit the available space around them. The flexibility and capability of responsive ads makes them very popular. They can also appear as native ads, which means they are designed and formatted to look like a native piece of the website’s content.
What are App Promotion Ads?
ads that drive app downloads and engagement from users by getting them to download apps. App promotion ads are great because when clicked, they send users straight to their app store to easily get whatever app your company wants them to download. These ads will only appear on devices compatible with your content.
What are App Promotion Ads?
ads that drive app downloads and engagement from users by getting them to download apps. App promotion ads are great because when clicked, they send users straight to their app store to easily get whatever app your company wants them to download. These ads will only appear on devices compatible with your content.
Define Social Media Marketing
Creating and publishing content for social media platforms in order to drive engagement and promote a brand or product
What are the 5 Pillars of Social Media Marketing?
- Strategy
- Planning and Publishing
- Listening and Engagement
- Analytics and Reporting
- Paid Social Media
Define Social Media Strategy
- Know who your audience is and which platforms they use
- Understand your goal
- Create effective and relevant content
Define Social Media Planning and Publishing
- When to post content
- How often to post content
Define Social Media Social Listening and Engagement
- Track and analyze social conversations and mentions related to your brand
- Respond to and engage with customers
Define Social Media Social Listening and Engagement
- Track and analyze social conversations and mentions related to your brand
- Respond to and engage with customers
Define Social Media Analytics and Reporting
- Find out how content or campaigns are performing
- Communicate Results
- Use insights to respond to trends or guide future strategies
What is Paid Social Media?
- Expands a brand’s reach
- Remarket products
- Serve ads to highly specific customer groups
- Grow their email lists
What are the 3 goals for choosing the right platform for your targeted audience?
- Build connections with your audience
- Target new customers
- Drive Traffic to your website
Which Social Media platform is the best for relationship building?
Which Social Media platform is best to target new customers?
Which Social Media platform is best to Drive traffic to your website?
What is Spam (Junk Mail)?
Unwanted emails sent out in bulk to a mass recipient list
Define Email Marketing
When a brand sends messages to a list of existing subscribers to share information, drive sales, or create community
What is Email Segmentation?
Dividing an email subscriber list into smaller groups, or segments, based on criteria like interests, location, or purchase history
What is email personalization?
Customizing email content for individual subscribers
Give examples of Email Personalization
- Address each recipient directly
- Send promotions for special events
- Send messages that match where customers are in the marketing funnel
- Follow up on previous interactions
What are the different types of email campaigns?
- Acquisition emails
- Welcome emails
- Newsletters
- Promotional emails
- Retention Emails
Define Acquisition Emails
sent out to acquire new customers. They fall into the awareness section of the marketing funnel because they engage potential customers.
Define Welcome emails
sent out to brand new customers or subscribers. The welcome email most commonly exists within the consideration stage of the marketing funnel because it encourages deeper engagement and specific actions.
Define Newsletter Emails
sent to subscribers regularly. They contain news and informational content relevant to the company and of interest to subscribers. Newsletters are versatile campaigns because they can fall into several funnel stages. Newsletters fit in the consideration stage when potential customers are getting to know your brand. They are part of the conversion stage when customers have decided they like your brand and want to support it, and they fit the loyalty stage when customers keep coming back for more products and content.
Define Promotional emails
sent to inform subscribers of new or existing products or services. Promotional emails usually fall into the consideration and loyalty buckets of the marketing funnel because they encourage subscribers to take some kind of action.
Define Retention emails
sent to a current customer with the intent of keeping them as a customer. This type of campaign fits into the loyalty portion of the funnel.
What is Performance Marketing?
The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies.
What is Customer lifetime value?
The average revenue generates per customer over a certain period of time.
What is ROAS (Return on Ad Spend)?
How much revenue is gained versus how much was spent
Describe the Marketing Funnel
What is data?
A collection of facts or information
What is Key Performance Indicator (KPI)?
A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal
What is Data Analytics?
Monitoring and Evaluating data to gain actionable insights
What are the three ways of working with data?
- Pulling
- Reporting
- Analyzing
What is Data Pulling?
Collecting data from analytics tools and putting it in a spreadsheet or database
What is Data Reporting (Performance Reporting)?
Organizing and summarizing data to track performance across marketing and sales efforts
What is Data Analysis?
Examining data in order to draw conclusions, make predictions, and drive informed decision-making
What is data ethics?
The study and evaluation of moral challenges related to data collection and analysis.
What are the three ethical practices?
- Follow Regulations
- Demonstrate trustworthiness in protecting customer data
- Ensure the use of customer data is fair and without bias
What is Personally Identifiable Data (PID)?
Information that is used to direct, contact, or locate an individual
What is Data Privacy?
The proper handling of data.
What is Data Anonymization?
One or more techniques to mask or remove personal information from data to protect the identities of people.
What is data Bias?
Type of human error that skews results in a certain direction.
What are the metrics used to measure marketing performance?
- Return on Ad Spend (ROAS)
- ??
What is Attribution?
Determining which content and channels are responsible for generating the leads, conversions, or sign-ups
What are the Attribution Models?
- Data-Driven
- First Click
- Last Click
- Linear
What is Data-Driven Attribution?
Measures customer engagement with marketing content across channels to understand what’s motivating them to take action
What is First Click Attribution?
Assigns all the credit to first touch point that eventually leads to a conversion
What is last click attribution?
Assigns all the credit to the last known touch point before conversion
What is linear attribution?
Assigns equal credit to each touch point along the customer journey
What is data storytelling?
Conveying data insights to a specific audience, using a clear and compelling narrative
What are the three components of data storytelling?
- Narrative
- Visualization
- Data
What are the three negative context?
- What your insights mean?
- Why they matter to your audience
- What they can do about them 
Describe data visualizationS
Graphical representation of data that convey information
What are the three elements to every story?
- Context
- Complications
- Resolution 
Describe contexts
Creating contacts is an important part of storytelling with data, because without context, you have no starting point for your story.
Describe complication
You need to identify the complication in your story. This is typically the reason the situation requires action. A complication isn’t always bad, but rather an explanation of how the situation has changed based on your data.
Describe resolution
The resolution of your dad, a story is the necessary action taken to solve a problem or leverage an opportunity. It answers the question, how did the story end? What were the results of the complication? What do your results tell you about the campaign?
