Digital Marketing and Consumer Engagement
Expert-defined terms from the Advanced Certificate in Consumer Insights and Trends course at London School of Business and Administration. Free to read, free to share, paired with a professional course.
A/B Testing refers to a method of comparing two versions of a digital mar… #
This concept is related to multivariate testing and split testing, and is used to analyze the impact of different variables on consumer behavior. For example, a company might use A/B testing to compare the effectiveness of two different headlines in a social media ad.
Above the Fold refers to the visible area of a website or email that is s… #
This concept is related to page layout and user experience, and is used to optimize the placement of important elements such as calls to action. For example, a company might place a prominent call to action above the fold to encourage visitors to take action.
Account #
Based Marketing is a strategic approach to marketing that focuses on targeting specific accounts and personalizing content to their needs. This concept is related to lead generation and sales alignment, and is used to build relationships with key accounts. For example, a company might use account-based marketing to target a specific list of prospects and create customized content to engage them.
Ad Exchange is a platform that enables the buying and selling</… #
This concept is related to programmatic advertising and real-time bidding, and is used to optimize the pricing and placement of ads. For example, a company might use an ad exchange to buy ad space on a variety of websites and mobile apps.
Ad Server is a technology platform that manages the delivery and <… #
This concept is related to ad management and campaign optimization, and is used to maximize the impact of ad campaigns. For example, a company might use an ad server to manage its ad inventory and target specific audiences.
Affiliate Marketing is a form of marketing that involves partnering</i… #
This concept is related to influencer marketing and referral marketing, and is used to expand a company's reach and drive sales. For example, a company might partner with influencers to promote its products to their followers.
Analytics refers to the process of collecting, analyzing , and i… #
This concept is related to data science and business intelligence, and is used to optimize marketing campaigns and improve consumer engagement. For example, a company might use analytics to track website traffic and convert visitors into customers.
Application Programming Interface (API) is a set of rules and p… #
This concept is related to integration and interoperability, and is used to enable the exchange of data between different systems. For example, a company might use an API to integrate its customer relationship management (CRM) system with its marketing automation platform.
Artificial Intelligence (AI) refers to the use of machine learning… #
This concept is related to machine learning and deep learning, and is used to improve the efficiency and effectiveness of marketing campaigns. For example, a company might use AI to personalize its marketing messages and predict consumer behavior.
Attribution Modeling is a method of assigning credit to different… #
This concept is related to marketing mix modeling and return on investment (ROI) analysis, and is used to optimize marketing spend and improve consumer engagement. For example, a company might use attribution modeling to determine the impact of social media on its sales and revenue.
Augmented Reality (AR) refers to the use of technology to enhan… #
This concept is related to virtual reality and mixed reality, and is used to create immersive and interactive experiences for consumers. For example, a company might use AR to create a virtual try-on experience for its products.
B2B (Business #
to-Business) Marketing refers to the process of marketing products or services to other businesses. This concept is related to account-based marketing and lead generation, and is used to build relationships with key accounts and drive sales. For example, a company might use B2B marketing to target a specific list of prospects and create customized content to engage them.
B2C (Business #
to-Consumer) Marketing refers to the process of marketing products or services directly to consumers. This concept is related to brand marketing and direct marketing, and is used to build brand awareness and drive sales. For example, a company might use B2C marketing to create a social media campaign that promotes its products to a wide audience.
Behavioral Targeting refers to the process of targeting consumers based o… #
This concept is related to personalization and remarketing, and is used to deliver relevant and timely messages to consumers. For example, a company might use behavioral targeting to target consumers who have abandoned their shopping cart and offer them a discount to complete their purchase.
Big Data refers to the large amounts of data that are generated by… #
This concept is related to data science and analytics, and is used to gain insights into consumer behavior and preferences. For example, a company might use big data to analyze customer purchase history and predict future purchases.
Blog is a type of website that features articles and posts … #
This concept is related to content marketing and social media marketing, and is used to build brand awareness and establish thought leadership. For example, a company might use a blog to share industry insights and best practices with its audience.
Brand Ambassador is a person who represents a brand and promotes i… #
This concept is related to influencer marketing and celebrity endorsements, and is used to build brand awareness and credibility. For example, a company might partner with a celebrity to promote its products to a wide audience.
Call to Action (CTA) is a message that encourages consumers to take a … #
This concept is related to conversion optimization and landing page design, and is used to drive conversions and sales. For example, a company might use a CTA to encourage visitors to sign up for a newsletter or make a purchase.
Cloud Computing refers to the delivery of computing resources over… #
This concept is related to software as a service (SaaS) and infrastructure as a service (IaaS), and is used to enable scalability and flexibility in business operations. For example, a company might use cloud computing to host its website and applications in a secure and reliable environment.
Content Calendar is a plan for creating and publishing content acr… #
This concept is related to content marketing and social media marketing, and is used to ensure consistency and efficiency in content creation. For example, a company might use a content calendar to plan and schedule its social media posts and blog articles.
Content Marketing is a strategy that involves creating and distributin… #
This concept is related to inbound marketing and brand marketing, and is used to build brand awareness and establish thought leadership. For example, a company might use content marketing to create a blog or video series that provides valuable insights and information to its audience.
Conversion Rate is the percentage of consumers who complete a desired<… #
This concept is related to conversion optimization and landing page design, and is used to measure the effectiveness of marketing campaigns. For example, a company might use conversion rate to measure the success of its email marketing campaigns and optimize its landing pages for better results.
Cookie is a small file that is stored on a user's device to tra… #
This concept is related to privacy and security, and is used to enable personalized and targeted marketing. For example, a company might use cookies to track a user's browsing history and serve them relevant ads.
Cross #
Channel Marketing refers to the process of marketing across multiple channels and devices. This concept is related to omnichannel marketing and customer experience, and is used to provide a seamless and integrated experience for consumers. For example, a company might use cross-channel marketing to target consumers across social media, email, and mobile devices.
Customer Experience (CX) refers to the perception that a consumer has of… #
This concept is related to customer satisfaction and loyalty, and is used to build brand awareness and establish thought leadership. For example, a company might use CX to design a user-friendly website and provide excellent customer service.
Customer Journey refers to the path that a consumer takes from awarene… #
This concept is related to customer experience and conversion optimization, and is used to understand the needs and preferences of consumers. For example, a company might use customer journey mapping to identify pain points and optimize the user experience.
Customer Relationship Management (CRM) refers to the process of managing… #
This concept is related to sales force automation and marketing automation, and is used to build strong relationships with customers and drive sales. For example, a company might use CRM to track customer interactions and predict future purchases.
Data Management Platform (DMP) is a system that enables the collection… #
This concept is related to data science and analytics, and is used to gain insights into consumer behavior and preferences. For example, a company might use a DMP to collect data from social media, email, and mobile devices and target consumers with personalized ads.
Demand Side Platform (DSP) is a system that enables the management … #
This concept is related to programmatic advertising and real-time bidding, and is used to optimize the buying and selling of ad inventory. For example, a company might use a DSP to manage its ad campaigns across multiple exchanges and platforms.
Digital Asset Management (DAM) refers to the process of storing, organ… #
This concept is related to content marketing and brand management, and is used to manage and optimize digital assets across multiple channels. For example, a company might use DAM to store and manage its product images and videos in a centralized repository.
Digital Marketing refers to the use of digital channels to promote… #
This concept is related to online marketing and internet marketing, and is used to build brand awareness and drive sales. For example, a company might use digital marketing to create a social media campaign that promotes its products to a wide audience.
Email Marketing is a form of marketing that involves sending emails</i… #
This concept is related to direct marketing and lead generation, and is used to build relationships with customers and drive sales. For example, a company might use email marketing to send newsletters and promotions to its subscribers.
Geofencing refers to the use of location #
based technology to target consumers with relevant messages. This concept is related to mobile marketing and location-based marketing, and is used to deliver personalized and timely messages to consumers. For example, a company might use geofencing to target consumers who are near its stores with special offers and promotions.
Hashtag is a keyword or phrase that is used to categorize a… #
This concept is related to social media marketing and content marketing, and is used to build brand awareness and establish thought leadership. For example, a company might use hashtags to promote its brand and products on social media platforms.
Influencer Marketing is a form of marketing that involves partnering</… #
This concept is related to brand marketing and social media marketing, and is used to build brand awareness and establish thought leadership. For example, a company might partner with influencers to promote its products to their followers.
Internet of Things (IoT) refers to the network of physical devices… #
This concept is related to smart devices and connected devices, and is used to enable new forms of marketing and customer engagement. For example, a company might use IoT to collect data from smart devices and target consumers with personalized ads.
Key Performance Indicator (KPI) is a metric that is used to measure</b… #
This concept is related to analytics and metrics, and is used to evaluate the effectiveness of marketing efforts. For example, a company might use KPIs such as conversion rate and return on investment (ROI) to measure the success of its marketing campaigns.
Landing Page is a web page that is designed to convert visi… #
This concept is related to conversion optimization and user experience, and is used to drive conversions and sales. For example, a company might use a landing page to promote a specific product or service and encourage visitors to sign up or make a purchase.
Lead Generation is the process of capturing and qualifying … #
This concept is related to inbound marketing and outbound marketing, and is used to build relationships with potential customers and drive conversions. For example, a company might use lead generation to capture email addresses and phone numbers from visitors and nurture them through the sales funnel.
Lookalike Audience is a group of consumers who resemble a company'… #
This concept is related to targeting and segmentation, and is used to expand a company's reach and drive conversions. For example, a company might use lookalike audiences to target consumers who are similar to its existing customers and deliver personalized ads to them.
Marketing Automation is the use of technology to automate a… #
This concept is related to lead generation and conversion optimization, and is used to streamline marketing efforts and improve efficiency. For example, a company might use marketing automation to send emails and messages to leads and nurture them through the sales funnel.
Micro #
Moment is a brief moment in time when a consumer turns to a device to learn, do, or buy something. This concept is related to mobile marketing and consumer behavior, and is used to understand the needs and preferences of consumers. For example, a company might use micro-moments to deliver personalized and timely messages to consumers.
Mobile Marketing is a form of marketing that involves targeting co… #
This concept is related to location-based marketing and app marketing, and is used to deliver personalized and timely messages to consumers. For example, a company might use mobile marketing to send text messages and push notifications to its customers.
Native Advertising is a form of advertising that matches the fo… #
This concept is related to content marketing and brand marketing, and is used to build brand awareness and establish thought leadership. For example, a company might use native advertising to create sponsored content that appears on social media platforms.
Near Field Communication (NFC) is a technology that enables devices</i… #
This concept is related to mobile marketing and location-based marketing, and is used to enable new forms of marketing and customer engagement. For example, a company might use NFC to enable consumers to make payments or access exclusive content.
Omnichannel Marketing is a strategy that involves providing a s… #
This concept is related to customer experience and cross-channel marketing, and is used to build brand awareness and establish thought leadership. For example, a company might use omnichannel marketing to provide a consistent brand experience across social media, email, and mobile devices.
Pay #
Per-Click (PPC) is a model of advertising where the advertiser pays for each click on their ad. This concept is related to search engine marketing and display advertising, and is used to drive traffic and conversions. For example, a company might use PPC to create ads that appear on search engines and pay for each click on its ads.
Personalization is the process of tailoring content and experie… #
This concept is related to customer experience and data science, and is used to build strong relationships with customers and drive conversions. For example, a company might use personalization to recommend products to its customers based on their purchase history and browsing behavior.
Programmatic Advertising is a method of buying and selling … #
This concept is related to real-time bidding and ad exchanges, and is used to optimize the buying and selling of ad inventory. For example, a company might use programmatic advertising to buy ad space on a variety of websites and mobile apps.
Return on Investment (ROI) is a metric that is used to measure the… #
This concept is related to analytics and metrics, and is used to evaluate the effectiveness of marketing efforts. For example, a company might use ROI to measure the success of its marketing campaigns and optimize its marketing spend.
Search Engine Marketing (SEM) is a form of marketing that involves pro… #
This concept is related to search engine optimization (SEO) and pay-per-click (PPC) advertising, and is used to drive traffic and conversions. For example, a company might use SEM to create ads that appear on search engines and optimize its website for search engines.
Social Media Marketing is a form of marketing that involves promoting<… #
This concept is related to content marketing and influencer marketing, and is used to build brand awareness and establish thought leadership. For example, a company might use social media marketing to create a social media campaign that promotes its products to a wide audience.
Supply Side Platform (SSP) is a system that enables publishers to… #
This concept is related to ad exchanges and programmatic advertising, and is used to maximize revenue and optimize ad inventory. For example, a company might use an SSP to manage its ad inventory and connect with multiple ad exchanges and demand side platforms.
Targeting refers to the process of selecting a specific audienc… #
This concept is related to segmentation and personalization, and is used to deliver personalized and relevant messages to consumers. For example, a company might use targeting to deliver ads to consumers based on their demographics, interests, and behaviors.
User Experience (UX) refers to the perception that a consumer has of a <i… #
This concept is related to customer experience and conversion optimization, and is used to build strong relationships with customers and drive conversions. For example, a company might use UX to design a user-friendly website and provide excellent customer service.
Video Marketing is a form of marketing that involves using video <… #
This concept is related to content marketing and social media marketing, and is used to build brand awareness and establish thought leadership. For example, a company might use video marketing to create a video series that promotes its products to a wide audience.
Virtual Reality (VR) refers to the use of technology to create<… #
This concept is related to augmented reality and mixed reality, and is used to create immersive and interactive experiences for consumers. For example, a company might use VR to create