Foundations of Digital Marketing and E-commerce Flashcards
Ad extension
A Google Ads feature that shows additional information about the business
Agency
An outside partner that fulfills a company’s digital marketing and advertising needs
Attribution
Determining which content and channels are responsible for generating leads, conversions, or sign-ups
Awareness stage
The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service
Brand
How a business or organization is perceived by the public
Brand equity
The value consumers attribute to one brand’s offerings when compared with similar products from another brand
Brand safety
Keeping a brand’s reputation safe when they advertise online
Business goal
A desired aim, achievement, or outcome for a business
Business-to-business (B2B)
Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)
Business-to-consumer (B2C)
Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)
Change management
Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly
Consideration stage
The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service
Consumer-to-business (C2B)
Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)
Consumer-to-consumer (C2C)
Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)
Content marketing
A marketing technique that focuses on creating and distributing valuable content to a specific audience
Conversion
The completion of an activity that contributes to the success of a business
Conversion rate
The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product
Conversion stage
The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown
Cost per click (CPC)
The amount an advertiser pays when someone clicks on a PPC ad
Customer journey
The path customers take from learning about a product, to getting questions answered, to making a purchase
Customer journey map
A visualization of the touchpoints a typical customer encounters along their purchase journey
Customer lifetime value (LTV or CLV)
The average revenue generated per customer over a certain period of time
Customer persona
Represents a group of similar people in a desirable audience
Data
A collection of facts or information
Data analysis
Examining data to draw conclusions, make predictions, and drive informed decision-making
Data analytics
Monitoring and evaluating data to gain actionable insights
Data anonymization
Techniques to mask or remove personal information from data to protect the identities of people
Data bias
Human error that skews data collection or interpretation of data in a certain direction
Data-driven attribution
Measures customer engagement with marketing content across channels to understand what is motivating them to take action
Data ethics
The study and evaluation of moral challenges related to data collection and analysis
Data privacy
Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted
Data pulling
Collecting data from analytics tools and putting it in a spreadsheet or database
Data reporting
or
Performance reporting
Organizing and summarizing data to track performance across marketing and sales efforts
Data storytelling
Conveying data insights to a specific audience using a clear and compelling narrative
Data visualizations
Graphical representations of data that convey information
Digital channel
Any communication method or platform a business can use to reach their target audience online
Digital marketing
The practice of reaching consumers online through digital channels with the aim of turning them into customers
Display ad
A visual ad format placed on websites or applications
Earned media
Positive digital exposure generated through personal or public recommendations
E-commerce
The buying and selling of goods or services using the internet
Email marketing
Sending messages to a list of existing subscribers to share information, drive sales, or create community
Engagement marketing/Experiential Marketing
The process of encouraging consumers to not only purchase a brand or product, but to experience it
First click attribution
Assigns all the credit to the first touchpoint that eventually leads to a conversion
Frequency
How many times an individual encounters an ad
Impressions
The total number of times an ad appears on people’s screens
Inclusive marketing
The practice of improving representation and belonging within the marketing and advertising materials that an organization creates
Influencer marketing
The process of enlisting influential people to endorse or mention a brand or product to their followers on social media
In-house
Within a single company
Key performance indicator (KPI)
A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal
Keyword
A search term people use to find information, products, and services online
Last click attribution
Assigns all the credit to the last known touchpoint before conversion
Lead
A potential customer who has interacted with a brand and shared personal information, like an email address
Linear attribution
Assigns equal credit to each touchpoint along the customer journey
Local search
A search query that generates local-based search results
Local SEO
Optimizing content so that it displays in Google’s local search algorithms
Loyalty stage
The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates
Marketing funnel
A visual representation of the process through which people go from learning about a brand to becoming loyal customers
Media mix
A combination of digital channels marketers use to reach their goals and how they divide their budget among them
Omnichannel
The integration or synchronization of content on multiple channels
Owned media
All the digital content a brand fully controls
Paid media
Any form of digital promotion a brand pays to put online
Pain points
The problems customers want to solve
Pay-per-click (PPC)
A type of advertising that allows the advertiser to pay only when someone clicks on an ad link
Performance marketing
The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies
Personally identifiable information (PII)
Information that could be used to directly identify, contact, or locate an individual
Reach
The total number of unique individuals who encounter an ad across their different
devices
Return on ad spend (ROAS)
How much revenue is gained versus how much was spent
Search engine marketing (SEM)
Generating traffic to a website through paid ads that appear in search engine results
Search engine optimization (SEO)
The process of increasing the visibility of website pages on search engines to attract more relevant traffic
Search engine results pages (SERPs)
The pages of results a search engine produces when someone performs a search
Segmentation
Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history
Social media marketing
The process of creating content for different social media platforms to drive engagement and promote a business or product
Target audience
The group of people most likely to purchase a company’s products
Touchpoint
Any interaction a customer has with a brand during their purchase journey
Transferable skills
Skills from other areas that can help someone progress in a career in marketing
