Module 1 Flashcards
Marketing
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offering that have value for customers, clients, partners, and society at large.
Digital Marketing
Marketing activities that use electronic devices or the internet to connect with customers.
Creating
The process of collaborating with suppliers and customers to create offerings that have value.
Communicating
Broadly, describing those offerings, as well as learning from customers.
Delivering
Getting those offerings to the consumer in a way that optimizes value.
Exchanging
Trading value for those offerings.
The Marketing Concept
A philosophy underlying all that marketers do, requires that marketers seek to satisfy customer wants and needs.
Value Era
A time when companies emphasize creating value for customers.
Remarketing
Targeting Advertisements to consumers who previously visited a website when they engage with other online sites or locations.
Search Engine Marketing (SEM)
Internet-based marketing associated with the researching, submitting, and positioning of a website within search engines to achieve maximum visibility.
Search Engine Optimization (SEO)
Process of increasing the quality and quantity of website traffic by increasing the visibility of a website or web page to users of a web search engine.
Banner Ads
Form of online advertising that entails embedding an advertisement into a web page to attract traffic to a website by linking to the website of the advertiser.
Email Marketing
act of sending a commercial message using email, typically in the form of advertisements, requesting business, or soliciting sales or donations, with the intention to build loyalty, trust, or brand awareness.
The Four P’s
Product, Price, Place, Promotion
Newsgroups
Online messaging system for users to post messages.
Spam
Sending of unsolicited messages to users.
Inbound Marketing
Two-way marketing activities that attract and pull consumers through different stages of the sales funnel.
Outbound Marketing
One-way marketing activities initiated by the company that send messages out to consumers.
Precise segmentation, targeting, and customization.
The high degree of interactivity and the large amount of data from digital marketing activates provide the benefit of precisely targeted customers and companies to customize marketing efforts directly to a precisely defined target market.
Key Performance Indicators (KPI’s)
A KPI is something measurable that indicates the progress an organization is making toward its business objectives.
App-Completion Rate
Number of people who start filling out an application compared to those who submitted the application.
Social-Share Rate
A social media engagement measurement of the number of people who shared a post compared to those who viewed the post.
Interconnectivity
The movement to connection in technology, relationships, and brands in a whole host of areas- from communications and computing to attitudes toward family and community.
Cause-Related Marketing
Marketing activities that have the dual purpose of increasing profitability and improving society.
User-Generated Content
Any form of content that is created by an online user – examples include images, videos, text, and audio.
Behavioral Targeting
A range of technologies and techniques used by digital marketers that allow them to increase the effectiveness of their campaigns by capturing and analyzing consumer data.
Individual Marketing
Individualized messages and offerings targeted to specific customers based on data analysis.
Local Marketing
Marketing activities for a specific geographic area.
Integrated Marketing Campaigns (IMC)
immersive and targeted communication with customers to help move them through the various stages of the buying process.
Omnichannel Integration
A cohesive, seamless brand experience for the consumer through marketing content that is optimized for each channel and device.
Business Ethics.
A branch of philosophy that involves the concept of right and wrong conduct within a business setting.
Marketing Ethics
The moral principles that guide decision-making and strategy within the marketing function.
Cookies
Data stored on a user’s computer by the web browser.
Malware
Software designed to disrupt or damage a computer system.
Third-Party Data
Data collected from a variety of sources with no direct connection with the data source.
First-Party Data
Data collected directly by a company about consumers and can include online and offline information.
Second-Party Data
Data collected by another source as first-party data and sold.
