Key Terms
Direct marketing
Communication that engages individuals directly and calls them to act Direct-mail marketing: promotional messages sent t
Three forces created online direct marketing
Explosion in internet usage, rise of online shopping, and smartphone proliferation. In 2020, advertisers spent $139.8 bi
Social media marketing
Using social media platforms to deliver content that drives engagement with your brand.
Integrated social media marketing
A clear, consistent, synergistic message across all platforms. When messaging is coordinated across platforms, brand awa
Mobile marketing
Using multiple digital marketing channels to reach consumers on smartphones and tablets.
Sales funnel
Visual representation of the customer journey from awareness to purchase; wide at top (most people), narrow at bottom (a
SERP
Search Engine Results Page — the list of results that appears after a search query.
Paid search
Marketers pay search engines to place ads in sponsored spots on the SERP; companies bid on keywords in an auction.
Organic search
Websites that appear in search results without payment; driven by relevance algorithms.
Paid social
Marketers pay social platforms to display ads to targeted users.
Affiliates
Earn commission for driving traffic that results in a purchase Blog: online journal published by a person, group, or org
Impression
When a user sees an online ad (before any click happens).
Example
$12,000 dog food campaign, 18,100 clicks = $0.66 per click
Privacy
Companies collect name, email, phone, interests, political views, shopping behavior. 86 percent of consumers report grow
Transparency
75 percent of consumers want increased transparency about how their data is used. Companies can address this by clearly