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
