Chapter 14: Digital Marketing
online marketing
Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.
online advertising
advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms
omni-channel marketing
creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping e.g.: buy online and pick-up in-store
digital consumer personas
detailed, nuanced, and tangible representations of prototypical consumers to be targeted by the digital marketing campaign
marketing websites
engage consumers to move them closer to a direct purchase or other marketing outcome
social media
independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content
mobile marketing
marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices
online display ads
might appear anywhere on an Internet user's screen and are often related to the information being viewed
Blogs
online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics
3 digital marketing platforms
online marketing, social media marketing, mobile marketing
email marketing
sending highly targeted, highly personalized, relationship-building marketing messages via email
search-related ads/contextual advertising
text and image based ads and links appear atop or alongside search engine results
consumer omni-channel navigation behavior
the consumer's use of multiple marketing channels, both digital and nondigital, across stages of the consumer buying decision process.
viral marketing
the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends
spam
unsolicited, unwanted commercial email messages
digital marketing
uses technology-intensive platforms such as the internet, mobile networks and devices, and social media to engage with individual consumers, consumer communities, and businesses