Marketing Ch. 13

white paper

a concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter

feat of missing out

a feeling of isolation and concern about missing out on what is occurring in the world around one

content marketing

a marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience

search marketing

a marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts. It includes both search engine optimization and search engine marketing

location-based service

a social, entertainment, or information service that allows a company to reach and engage with its audience using tools and platforms that capture the geographic location of the audience

search engine

a software system designed to search for information on the World Wide Web

call to action

an image or line of text that prompts visitors, leads, and customers to perform a desired action

blog

an online journal in which people or companies post their thoughts and other content

branded content

any content developed and owned by a brand

user-generated content

content crated by a brand's fans and followers

expert content

credible, third-party articles and reviews from unbiased journalists; also called earned media

email marketing

highly targeted, personalized, relationship-building email messages

desktop speed

how long it takes your site to load on desktop computers

mobile speed

how long it takes your site to load on mobile devices

social media

internet-based applications that enable user to create their own content and share it with others who access these sites

social media marketing

marketing practice that uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms

paid listings

purchased links that typically appear either at the very top of upper right of a search-results page

typography

refers to the spacing between letters and lines and the use of reader-friendly fonts

mobile computing

technology that allows transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection

sentiment analysis

the analysis of the feelings (attitudes, emotions, and opinions) behind the words, using natural language processing tools. Also known as opinion mining.

website usability

the ease with which website visitors can achieve their objectives for visiting the site

digital marketing

the marketing of goods or services using digital media, such as e-mail, websites, search engines, and social media platforms

zero moment of truth

the moment when a customer uses a digital device to begin learning about a potential purchase

video marketing

the posting of digital video content on brand websites or social media sites such as YouTube, Facebook, and others

search engine marketing

the process of generating website traffic by purchasing advertisements on search engines

search engine optimization

the process of getting more traffic based on higher rankings of free or "organic" search results on search engines

social media monitoring

the process of identifying and assessing what is being said about a company, individual, product, or brand on the internet

mobile-friendliness

the quality of the experience customers have when they're browsing your site on their phones

location-based marketing

the use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target's location