Chapter 13
Percentage of visitors who went only to a single page of your site, bouncing back to the place they came from rather than clicking further into the site.
Acquisition Metrics (Bounce rate)
Percentage of audience members who click on a post.
Acquisition Metrics (Click-through rate)
Any content developed and owned by a brand.
Branded content
An image or line of test that prompts visitors, leads, and customers to perform desired action.
Call to action (CTA)
A marketing approach focused on creating and distributing variable, relevant, and consistent content to attract and retain a clearly defined and profitable audience.
Content marketing
Dollar amount of how much a brand pays in order to obtain a single conversion
Conversion Metrics (Cost per conversion)
The marketing of goods or services using digital mediums, such as e-mail, websites, search engines, and social media platforms.
Digital marketing
Lets marketers send highly targeted, personalized, relationship-building e-mail messages.
E-mail marketing
Number of conversations (e.g., comments, replies) going on about the brand per social media post.
Engagement Metrics (Conversation rate)
Credible, third-party articles and reviews from unbiased journalists; also called earned media.
Expert content
are highly shareable, catchy to the eye, and more fun to read than a generic blog post.
Infographics
The quality of the experience customers have when they're browsing on your site on their phones.
Mobile-Friendliness
purchased links that typically appear either at the very top or upper right of a search-results page
Paid listings
Percentage of a brand's portion of the conversation on social media compared with others in its space.
Reach Metrics (Share of voice)
A measure of the number of audience members who leave over a specific period of time divided by the average number of audience members over that same time span.
Retention Metrics (Churn rate)
The process of generating website traffic by purchasing advertisements on search engines.
Search engine marketing (SEM)
the process of getting more traffic based on higher rankings of free or "organic" search results on search engines
Search engine optimization (SEO)
a marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts
Search marketing
The process of identifying and assessing what is being said about a company, individual, product, or brand on the internet.
Social media monitoring (social listening)
Content created by a brand's fans and followers.
User-generated content
The posting of digital video content on brand websites or social media sites as YouTube, Facebook, and others.
Video marketing
The ease with which website visitors can achieve their objectives for visiting the site.
Website usability
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.
White paper
The process of defining, building, and maintaining a brand today is a collaborative process between consumers and the firm. This is evidence by _______________. a. Consumers interacting with brands on social media b. Consumers' increased use of online shopping c. Companies' increased use of sales promotions d. Companies' increased use of paid media
a. Consumers interacting with brands on social media
Which branded content approach features live video footage or video feed to an audience accessing the video stream over the Internet? a. Live streaming b. Infographics c. Wireframing d. Emoji posting e. Podcasting
a. Live streaming
The power of digital communications has ____________. a. Lowered the barriers to market entry b. Eliminated competition in the market c. Made market entry more difficult d. Reduced the amount of competitors in the market.
a. Lowered the barriers to market entry
True or false: The vast majority of online experiences begin with a search engine. a. True b. False
a. True
Tanveer is on the website of a local politician. As he scrolls down, he sees the wording "Donate now to our cause" with a donate button that he can click on. This is an example of a(n) ______________. a. Intent to move b. Call to action c. Push to purchase d. Push to engage e. Call to interact
b. Call to action
Claudia spent a week on vacation in the African wilderness. During that time, she did not have access to her Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Claudia to feel that she was missing out on all that was happening back home. What acronym has been linked to the feeling Claudia was experiencing? a. ICYMI b. FOMO c. TTYN d. ZMOT e. YOLO
b. FOMO
True or false: A call to action should only be placed at the end of a marketing communication; for example, on the bottom of a web page or Facebook post. a. True b. False
b. False
True or false: Marketers have the ability to permanently remove content they post online a. True b. False
b. False
Austin is doing a research paper for his psychology class. He plans on using the Internet to get information for his paper. He uses Google to start the process, but could have also used Bing or Yahoo. Google, Bing, and Yahoo are all ______________. a. Web hosts b. Search engines c. Wireframes d. Web encyclopedias e. Search wikis
b. Search engines
A __________ is an online journal in which people or companies post their thoughts and other content
blog
The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is a technology known as ______________. a. Digital computing b. GPS computing c. Mobile computing d. Personalized computing e. Wireless computing
c. Mobile computing
In Today's era of media noise, how can marketers break through the clutter to reach their audience? a. By inundating the market with advertising b. By producing messages that display the brand most creatively c. By increasing the communications budget d. By producing messages that are relevant to each individual consumer e. By producing messages that are the most visible to consumers
d. By producing messages that are relevant to each individual consumer
E-mail, websites, search engines, and social media platforms all fall under the realm of ______________ marketing.
digital
What happens in the zero moment of truth? a. A customer first encounters a product on a store shelf b. A customer reviews his or her purchase and posts the review to social media c. A customer enters a store with the intention of buying something d. A customer interacts with a product for the first time after buying it e. A customer uses a digital device to begin learning about a potential purchase
e. A customer uses a digital device to begin learning about a potential purchase
Because Facebook and Twitter allow users to create their own content and share it with other Facebook and Twitter users, these sites are referred to as ______________. a. Social marketing b. Managed content c. Digital media d. Branded content e. Social media
e. Social media
Quentin was traveling for work and wanted to know if there was a Jimmy John's location near him that he could stop and get a sandwich for lunch. So he went to the Jimmy John's website and was pleased to see a tab titled "Find a JJs" where he could put in his location to find the nearest store. In this instance the Jimmy John's website exhibits _______________. a. Site satisfaction b. Search engine optimization c. Site simplification d. Website friendliness e. Website usability
e. Website usability
If a marketer wants to know if customers share or retweet a company's posts or tweets, it would use the _______________ metric.
engagement
Loyalty programs that are integrated with social media help to ________________ customer participation with the brand.
increase
In today's media landscape, if marketers want to reach consumers, they must strive to create ads that are ______________ to consumers.
relevant
Because more and more people are spending time on sites like Facebook, Twitter, and Instagram, markers are committing increasing percentages of their resources on _______________ marketing.
social media