ch 13 Digital and social media marketing
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
fear of missing out (FOMO)
a feeling of isolation and concern about missing out on what is occurring in the world around one
geo-fencing
a location-based technology that uses small sensors to send messages to smartphone users who enter a nearby, defined geographic area
search marketing
a marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts
wire frame
a visual guide that represents the skeletal framework of a website
sentiment analysis
also known as opinion mining, is the analysis of the feelings behind the words, using natural language processing tools
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 the brand
expert content
credible, third-party articles and reviews from unbiased journalists
social media
internet based applications that enable users to create their own content and share it with others who access these sites
content marketing
marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience
paid listings
purchased links that typically appear at the very top or upper right of a search-results page
mobile computing
technology that allows transmission of data, voice, and video via any wireless-enabled computing device
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 (ZMOT)
the moment when a customer uses a digital device to begin learning about a potential purchase
search engine marketing (SEM)
the process of generating website traffic by purchasing advertisements on search engines
search engine optimization (SEO)
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
location based marketing
the use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a targets location