Digital Marketing - D098 Exam Study Guide with Complete Solutions Top Graded 2024

digital marketing - marketing activities that use electronic devices or the internet to connect with customers marketing concept - a philosophy that companies should understand needs of customers and make decisions to satisfy those needs 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 outbound marketing (push marketing) - one-way marketing activities initiated by the company that send messages out to consumers inbound marketing (pull marketing) - two-way marketing activities that attract and pull consumers through different stages of the sales funnel permission marketing - when consumers request and agree to receive specific topic or content messages once or over a period of time key performance indicators (KPIs) - measurable items that indicate the progress an organization is making toward its business objectives cause-related marketing - marketing activities that have the dual purpose of increasing profitability and improving society user-generated content (UGC) - any form of content that is created by an online user (images, video, text, audio, etc.) behavioral targeting - the range of technologies and techniques used by marketers to increase the effectiveness of marketing activities by capturing 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 stage 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 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 third-party data - data collected from a variety of sources with no direct connection with the data source first-party data - data collected by a company about consumers and can include online and offline info second-party data - data collected by another source as first-party data and sold content marketing - a marketing specialization that involves the creation and sharing of meaningful info (through stories, blogs, videos, and social media posts) designed to raise interest in a company's products or services in a pull motion social media marketing - the use of online applications, networks, blogs, wikis, and other collaborative media for communicating brand messaging, conducting marketing, public relations, and lead generation digital advertising - advertising on the internet that could be found anywhere toy access the web; online advertising marketing automation - use of software and technology to automate marketing tasks, enabling sales and marketing functions to perform more effectively and create more personalized experiences for customers at scale retention-based emails - part of an effective marketing strategy designed to help customers understand the value of a product, prompt engagement, and reduce churn rate promotional emails - marketing emails with an immediate conversion goal for the recipient, such as making a purchase or downloading content call to action - a piece of content intended to induce a viewer, reader, or listener to perform a specific act , typically taking the form of an instruction or directive (e.g. buy now or click here)