week 3 Flashcards
a brand
how a business or organization is perceived by the public
products and services
the things a business sells like clothing software or entertainment
brand equity
a value a consumers attribute to one brands offerings when compared with similar products from another brand
brand safety
the practice of keeping a brands reputation safe when advertising online
digital marketing strategy
a plan for achieving specific goals through online channels to support and advance business objectives
media mix
the combination of digital channels you use to reach your goals and how you divide your budget among them
steps to digital marketing strategy
step 1 - research audience
step 2 - set goal
step 3 - review existing media for gaps
step 4 - select select marketing channels
step 5 - plan content
step 6 - measure and analyze results
customer persona
a group of similar people in a desirable audience
business goal
long term aims that can impact a company at all levels
common business goals
increasing profits
gaining new customers
improving customer service
raising productivity
launching new products or services
marketing goals
specific objective in a marketing plan, or strategy that should support a business larger aims
common marketing goals
raising brand awareness
increasing web traffic
generating new leads
driving sales or conversions
what is smart
specific - what do you need to accomplish
measurable - what are the success metrics that will determine whether the objective has been met
attainable - is this a realistic goal that you think you can meet
relevant - is this email marketing goal aligned with your company overall objectives
time bound - what is a realistic time frame that this goal can met with
3 main categories of digital media
paid ads - any form of digital promotion a brand pay to put online
owned - all the digital content a brand fully
earned - positive digital exposure generated through personal or public recommendations
seo (search engine optimization)
a set of practices designed to increase the quantity and quality of traffic to a website
serps (search engine results pages)
the pages of results produced when someone performs a search exposure you get from seo can last much longer than paid ads
sem (search engine marketing)
the process of generating traffic to a website through paid ads that appear on search engine result pages
ppc (pay- per-cost)
an advertising model where you pay only when someone clicks on your ad
cpc (cost- per-click)
the amount you pay when someone clicks on a ppc click
remarketing
allows you to identify previous customers or visitors to yout website and serve them paid ads on other sites and social media platforms
ad auction
how a search engine determines which ads to display the order they’re shown when someone performs a search
