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Digital Marketing & E-Commerce > Foundations of Digital Marketing and E-commerce > Flashcards

Foundations of Digital Marketing and E-commerce Flashcards

1
Q

Ad extension

A

A Google Ads feature that shows additional information about the business

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2
Q

Agency

A

An outside partner that fulfills a company’s digital marketing and advertising needs

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3
Q

Attribution

A

Determining which content and channels are responsible for generating leads, conversions, or sign-ups

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4
Q

Awareness stage

A

The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service

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5
Q

Brand

A

How a business or organization is perceived by the public

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6
Q

Brand equity

A

The value consumers attribute to one brand’s offerings when compared with similar products from another brand

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7
Q

Brand safety

A

Keeping a brand’s reputation safe when they advertise online

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8
Q

Business goal

A

A desired aim, achievement, or outcome for a business

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9
Q

Business-to-business (B2B)

A

Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)

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10
Q

Business-to-consumer (B2C)

A

Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)

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11
Q

Change management

A

Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly

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12
Q

Consideration stage

A

The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service

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13
Q

Consumer-to-business (C2B)

A

Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)

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14
Q

Consumer-to-consumer (C2C)

A

Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)

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15
Q

Content marketing

A

A marketing technique that focuses on creating and distributing valuable content to a specific audience

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16
Q

Conversion

A

The completion of an activity that contributes to the success of a business

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17
Q

Conversion rate

A

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

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18
Q

Conversion stage

A

The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown

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19
Q

Cost per click (CPC)

A

The amount an advertiser pays when someone clicks on a PPC ad

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20
Q

Customer journey

A

The path customers take from learning about a product, to getting questions answered, to making a purchase

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21
Q

Customer journey map

A

A visualization of the touchpoints a typical customer encounters along their purchase journey

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22
Q

Customer lifetime value (LTV or CLV)

A

The average revenue generated per customer over a certain period of time

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23
Q

Customer persona

A

Represents a group of similar people in a desirable audience

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24
Q

Data

A

A collection of facts or information

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25
Q

Data analysis

A

Examining data to draw conclusions, make predictions, and drive informed decision-making

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26
Q

Data analytics

A

Monitoring and evaluating data to gain actionable insights

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27
Q

Data anonymization

A

Techniques to mask or remove personal information from data to protect the identities of people

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28
Q

Data bias

A

Human error that skews data collection or interpretation of data in a certain direction

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29
Q

Data-driven attribution

A

Measures customer engagement with marketing content across channels to understand what is motivating them to take action

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30
Q

Data ethics

A

The study and evaluation of moral challenges related to data collection and analysis

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31
Q

Data privacy

A

Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted

32
Q

Data pulling

A

Collecting data from analytics tools and putting it in a spreadsheet or database

33
Q

Data reporting
or
Performance reporting

A

Organizing and summarizing data to track performance across marketing and sales efforts

34
Q

Data storytelling

A

Conveying data insights to a specific audience using a clear and compelling narrative

35
Q

Data visualizations

A

Graphical representations of data that convey information

36
Q

Digital channel

A

Any communication method or platform a business can use to reach their target audience online

37
Q

Digital marketing

A

The practice of reaching consumers online through digital channels with the aim of turning them into customers

38
Q

Display ad

A

A visual ad format placed on websites or applications

39
Q

Earned media

A

Positive digital exposure generated through personal or public recommendations

40
Q

E-commerce

A

The buying and selling of goods or services using the internet

41
Q

Email marketing

A

Sending messages to a list of existing subscribers to share information, drive sales, or create community

42
Q

Engagement marketing/Experiential Marketing

A

The process of encouraging consumers to not only purchase a brand or product, but to experience it

43
Q

First click attribution

A

Assigns all the credit to the first touchpoint that eventually leads to a conversion

44
Q

Frequency

A

How many times an individual encounters an ad

45
Q

Impressions

A

The total number of times an ad appears on people’s screens

46
Q

Inclusive marketing

A

The practice of improving representation and belonging within the marketing and advertising materials that an organization creates

47
Q

Influencer marketing

A

The process of enlisting influential people to endorse or mention a brand or product to their followers on social media

48
Q

In-house

A

Within a single company

49
Q

Key performance indicator (KPI)

A

A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal

50
Q

Keyword

A

A search term people use to find information, products, and services online

51
Q

Last click attribution

A

Assigns all the credit to the last known touchpoint before conversion

52
Q

Lead

A

A potential customer who has interacted with a brand and shared personal information, like an email address

53
Q

Linear attribution

A

Assigns equal credit to each touchpoint along the customer journey

54
Q

Local search

A

A search query that generates local-based search results

55
Q

Local SEO

A

Optimizing content so that it displays in Google’s local search algorithms

56
Q

Loyalty stage

A

The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates

57
Q

Marketing funnel

A

A visual representation of the process through which people go from learning about a brand to becoming loyal customers

58
Q

Media mix

A

A combination of digital channels marketers use to reach their goals and how they divide their budget among them

59
Q

Omnichannel

A

The integration or synchronization of content on multiple channels

60
Q

Owned media

A

All the digital content a brand fully controls

61
Q

Paid media

A

Any form of digital promotion a brand pays to put online

62
Q

Pain points

A

The problems customers want to solve

63
Q

Pay-per-click (PPC)

A

A type of advertising that allows the advertiser to pay only when someone clicks on an ad link

64
Q

Performance marketing

A

The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies

65
Q

Personally identifiable information (PII)

A

Information that could be used to directly identify, contact, or locate an individual

66
Q

Reach

A

The total number of unique individuals who encounter an ad across their different
devices

67
Q

Return on ad spend (ROAS)

A

How much revenue is gained versus how much was spent

68
Q

Search engine marketing (SEM)

A

Generating traffic to a website through paid ads that appear in search engine results

69
Q

Search engine optimization (SEO)

A

The process of increasing the visibility of website pages on search engines to attract more relevant traffic

70
Q

Search engine results pages (SERPs)

A

The pages of results a search engine produces when someone performs a search

71
Q

Segmentation

A

Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history

72
Q

Social media marketing

A

The process of creating content for different social media platforms to drive engagement and promote a business or product

73
Q

Target audience

A

The group of people most likely to purchase a company’s products

74
Q

Touchpoint

A

Any interaction a customer has with a brand during their purchase journey

75
Q

Transferable skills

A

Skills from other areas that can help someone progress in a career in marketing

Digital Marketing & E-Commerce (2 decks)

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