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