Intro

Question 1

a/b testing

Answer 1

Also known as split testing – the process of testing two versions of digital content with a target audience, the preference is learned by measuring by conversion rate – used in testing e-newsletters, email subject lines, social ads, calls-to-action, and landing page copy to know which version has the greater chance of giving the desired action such as subscribing for a paid membership.

Question 2

Affiliate Marketing

Answer 2

A strategy which rewards ‘affiliates,’ i.e., people or organizations outside the business for bringing new customers or visitors; done through a promotion like ads or content on the affiliate’s website for a commission based on the number of customers generated – used on personal or lifestyle sites for product recommendations.

Question 3

Brand Positioning

Answer 3

Building a brand identity and connecting to it as different from competitors through tone, voice, and visual design of ads, promotion, logo, representation in social media, etc. – creates market differentiation, builds reputation, drives sales, and focuses your brand marketing message.

Question 4

Content Strategy

Answer 4

Planning and implementation of digital content to make it work towards a uniform end; includes creating and distributing content for digital marketing campaigns such as blog posts, articles, social media posts, videos, podcasts, e-books, guides, webinars, etc.; includes testing to gauge content performance – content is the base on which all marketing techniques are built. This digital marketing term is a fundamental component of content marketing campaigns as well.

Question 5

Conversion Rate

Answer 5

The percentage of users who completed the desired action; calculated by dividing the overall size of the audience with the total number of ‘convert’ users; for instance, those who clicked on an ad – conversion rate percentage is used as a metric upon which marketers try to improve further growth. Digital marketing strategies are almost always data-driven, and this digital marketing term is one of the most common parameters measured to determine the performance of any campaign.

Question 6

CPA

Answer 6

cost per acquisition- A pricing model that charges only when leads, sales, or conversions are generated; it is a financial metric that measures the costs of acquiring one paying customer – it helps marketers to know how much a company can afford to pay for leads and drive new customer growth

Question 7

CPC

Answer 7

cost per click- A pricing model that measures the cost for each click on an ad; designed to drive traffic to a website – critical digital marketing metric showing how much a business pays for someone to click on their ad.

Question 8

CPM

Answer 8

cost per thousand- A pricing model that measures the cost of an online ad per 1000 impressions, impression being whenever the ad is displayed on a web page – ideal for creating brand awareness and delivering a direct message on high-traffic websites.

Question 9

CRM

Answer 9

Customer Relationship Management- A set of applications that marketing firms use to manage customer data, analyze customer interactions, and receive relevant data in real-time – CRM is used to update and improve customer relationship strategies, to personalize and target marketing services.

Question 10

CTA

Answer 10

call to action- Referring to a piece of content, such as a text, banner, form, button, or image on a web page (or email) prompting visitors to perform a specific action; includes instructions or directives to either read more content, join, subscribe, sign up or buy – CTAs guide visitors in their buying journey, impacts conversion rates.

Question 11

CTR

Answer 11

click through rate- The percentage of users who click on links placed in emails, ads, websites, etc.; measures the users actively engaging with linked content on a site with the formula: CTR = (click-throughs/impressions) x 100 – this metric helps to understand customers and finetune target audience.

Question 12

CRO

Answer 12

Conversion Rate Optimization- The process of optimizing a website to increase the percentage of visitors performing the desired CTA; a marketing system to raise the percentage of visitors converting into paying customers – CRO methods create a better user experience, generate quality leads, shorten time to close deals.

Question 13

Email Filtering

Answer 13

A technique that organizes emails based on a word or phrase in an effort to keep the user’s inbox free of spam – used to steer clear of spam filters and avoid blacklisting; allows targeted reach.

Question 14

Engagement Rate

Answer 14

Metrics to track the involvement of the target market with a brand’s content; understood as the number of likes, comments, and shares or interactions with videos, updates, blogs, etc. – important in social media marketing to measure success through brand visibility, affinity, and credibility. This digital marketing term is one of the strongest measures of social media campaign success, especially when the focus is to build a strong subscriber or follower base for your social profile.

Question 15

The Funnel

Answer 15

The sales funnel displaying the buying process from a lead to a customer. ToFu, MoFu, BoFu.

Question 16

ToFu

Answer 16

Top of Funnel- The first stage of the buying process where visitors are still looking for information – this stage requires building trust through quality content to motivate visitors into the next stage

Question 17

MoFu

Answer 17

Middle of Funnel- The middle stage where buyers have identified their problem and need but continue research – here leads are transferred from marketing to sales.

Question 18

BoFu

Answer 18

Bottom of Funnel- The last stage where the buyer is getting ready to buy after identifying several vendors – consultative approach to help a customer to come to a decision will seal the deal.

Question 19

GTM

Answer 19

Go- To Market Strategy- Plan specifying how to present a product’s unique value proposition to achieve a competitive advantage in reaching customers – provides a roadmap for launching a product to achieve product-market fit.

Question 20

KPI

Answer 20

Key Performance Indicators- A metric or quantitative benchmark to track progress towards marketing goals; KPIs should be SMART or Specific, Measurable, Achievable, Relevant, Time-Bound – used in measuring performance and course correction.

Question 21

Keyword Stuffing

Answer 21

The practice of using too many keywords in the content to improve visibility on search engines; harmful tactic attracting penalization by search engines – sifts bad marketing firms from the good ones who focus on keyword research to optimize web advertising and website search engine placement to match high traffic keywords.

Question 22

Lead Generation

Answer 22

Educating visitors on product or service and the industry where visitors, in turn, provide qualitative information to the sales team – helps to capture qualified leads.

Question 23

LTV

Answer 23

Lifetime Value- Also called CLV or Customer Lifetime Value – the best estimate of expected revenue from an average customer – is used to calculate the overall impact of one sale throughout the entire customer relationship.

Question 24

Paid Ads

Answer 24

Generating website traffic through paid ads that ensure the marketing content will jump to the head of the line; include two main categories of social media ads and display ads that are targeted based on trackable behavior metrics – helps to reach relevant leads.

Question 25

Relevancy Score or Quality Score

Answer 25

To decide how relevant an advertisement is and how it compares to other similar ads on the platform; higher scores mean more ads will be shown over competitors – improving these scores help to lower CPC.

Question 26

ROAS

Answer 26

Return on Ad Speed- Marketing metric to measure the efficacy of advertising campaigns and calculate the return on investment for paid marketing such as spending on ads – ROAS helps to evaluate which methods are working and how to improve future advertising efforts.

Question 27

SEM

Answer 27

Search Engine Marketing- Strategies to get higher placement on search engines by bidding on search terms and increase the visibility of a website in search engine results pages; refers almost exclusively to paid search advertising and alternately referred to as pay per click or PPC – used to generate better leads.

Question 28

Target Audience

Answer 28

The ideal client persona in mind while strategizing new ad campaigns or content; the group of people who could benefit from a company’s offers – determining a target audience through paid and organic efforts helps to increase sales and grow the reach.

Question 29

Push Marketing

Answer 29

Push marketing refers to marketing efforts designed to send a targeted message to a given set of potential or existing customers.

Examples of push marketing include targeted email campaigns, television and radio ads, and line-of-sight marketing using digital signage within brick-and-mortar locations.

Question 30

SEO

Answer 30

Search Engine Optimization- Search engine optimization (SEO) is one of the most common marketing terms digital marketers encounter.

Simply put, SEO is the process of increasing the amount and quality of traffic to your website from unpaid web search results. The “unpaid” part is important; SEO excludes paid search.

Question 31

SERP

Answer 31

Search Engine Results Page- Search engine results page (SERP) is the page of results a user sees when they type a term into a search engine. Generally speaking, the higher your SERP rank for a given term, the more likely a user is to click on your result.

Question 32

CMS

Answer 32

Content Management System- A content management system (CMS) is a type of software designed to simplify the process of creating a website and publishing content. CMS software, such as the very popular WordPress platform, can help streamline everything from content management, to SEO, to user management

Question 33

Bounce Rate

Answer 33

Bounce rate is the ratio of how many users “bounce” after visiting your website. A “bounce” is a visit to your site that doesn’t involve the user visiting any other pages or taking any other actions. That is, they land on a single page and leave.

All else equal, a low bounce rate is better than a high bounce rate, but this is another piece of marketing terminology where context really matters. For example, you can expect press releases, contact pages, and product pages to have significantly different bounce rates. After all, a user likely landed on those pages for very different reasons.

Question 34

Customer Segmentation

Answer 34

Customer segmentation, also known as market segmentation, is the process of categorizing and segmenting customers based on different criteria. The objective of customer segmentation is to enable you to group customers based upon their needs, interests, and budget as well as their potential value to your business.

By properly segmenting your customer contact information, you can send more targeted and useful information that your customers are more likely to find compelling. For example, proper customer segmentation is a big part of creating an effective email blast. You may also boost your conversion rates and overall marketing ROI.

Question 35

B2B

Answer 35

This acronym is shorthand for business-to-business marketing. B2B companies are those that market their products or services to other businesses.

Question 36

B2C

Answer 36

This acronym stands for business-to-consumer marketing. B2C companies sell their products or services directly to the end consumer.

Question 37

USP

Answer 37

Unique Selling Proposition- A USP is referring to what exactly makes your product stand out in comparison to the competition around it. This could be a unique feature, superior quality, a low price or even the ability to “bundle” with another product.

Question 38

Outbound Marketing

Answer 38

This traditional type of marketing seeks to get the attention of potential buyers by interrupting them in their daily lives using techniques like cold calls or direct mail campaigns.

Question 39

Inbound Marketing

Answer 39

This marketing method uses strategies like content marketing and social media marketing to attract new customers. Rather than pursuing customers with a hard sell, inbound marketers forge connections with people by meeting them where they’re at in the purchase process. Ideally, this approach draws them in to learn more about the brand. For example, a grill manufacturer is writing an article comparing the pros and cons of gas grills versus charcoal grills. This provides helpful information about a common topic of interest for prospective customers and may lead to more direct sales questions, e.g., “Which gas grill should I purchase?”

Question 40

UX

Answer 40

User Experience- User experience refers to the design process of making a website (or app) easy for visitors to understand and navigate.

Question 41

ICP

Answer 41

An ICP is the type of customer that best fits a company. When selling to customers that fall within specific demographics, ICPs tend to offer the most benefit in terms of product purchased.

Question 42

SWOT Analysis

Answer 42

SWOT stands for strengths, weaknesses, opportunities and threats, and it is a market research term used in strategic planning by looking at all factors that could impact marketing effectiveness