foundations of digital marketing Flashcards
e commerce
the buying and selling of goods or services online
digital marketing
the practice of reaching consumers online through digital channels with the aim of turning them into custumers
digital channel
any communication method or platform a business can use to reach their target audience online
advantages of digital channels
cost effective, reach more people, brand recognition, faster results, build relationship with customers
working in- house
you work for a single company to market and sell their products
agency role
partner with companies that dont have in house marketing teams to form digital marketing needs
engagement marketing or experiential marketing
encourages consumers to experience a product not just purchase it
saas
software as a service
crm
customer relationship management
advantages of digital marketing
reduces wasteful spending, adapts to new technologies, reaches target audiences with more precision
challenge for digital marking
organizations engage in omni channel marketing
omni channel marketing
the integration or synchronization of content on multi channels
pain point
specific problems customers and potential customers want to solve
customer journey
the path you take from learning about a product to getting your questions answered to making a purchase
touch point
each interaction with a brand during a purchase journey
customer journey map
a visualization of the touch points a typical customer encounters along their purchase journey
marketing funnel
a visual representation of the process through which people go from first learning about a brand to becoming loyal customers
marketing funnel stages
awareness, consideration, conversion, loyalty
what is awareness in the marketing funnel
when a customer engages for the first time
what is consideration in the marketing funnel
when potential customers from the awareness stage start to think about doing business with a company
what is conversion in the marketing funnel
when a customer decides to make a purchase
what is loyalty in the marketing funnel
giving reasons for the customer to return
difference between customer journey map and a marketing funnel
a customer journey map adopts the customers perspective but a funnel considers that same process from the position of a business
how do you increase chances of conversion
business should demonstrate their value and provide a user-friendly experience
metric
a quantifiable measurement used to track and asses progress toward an objective
awareness measurements
impressions, reach, frequency
an impression
the total number of times an ad appears on peoples screens
reach
the total number of unique individuals who encounter an ad across their different devices
frequency
how many times an ad or a individual encounters an ad in a given timeframe
awareness tactics
optimizing website content around specific search terms, paying to place digital ads on websites social media email or video platforms, forming promotional partnerships with other brands or influencers
lead
a potential customer who has interacted with a brand and shared personal information like an email address
consideration tactics
serve ads based on products and pages visited
conversion tactics
accurate product descriptions, smooth checkout process, clear returns policy, product focused ads, clearly organized websites
loyalty tactics
great experience during and after purchase, rewards programs, social media engagement
future trends for e-commerce
specialization of small retailers, immersive customer experiences, distribution and delivery innovations
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
