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