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Digital Marketing Fundamentals - 1st edition 2018


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Content marketing plan
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Developing a step-by-step plan within content marketing.
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Content plan
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A detailed plan for publishing information about an organisation as effectively as possible via various online channels.
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Content promotion
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Drawing attention to content as part of content marketing.
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Content spinning
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Reusing the same content, rewritten and in different formats.
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Contextual messages
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Messages that depend on the situation of the recipient.
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Conversation share
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The percentage that a brand spends on advertising in relation to the expenditure of the whole category. Also referred to as: share of voice.
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Conversion
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The portion of visitors that perform a certain desired activity, such as clicking through or making a purchase. Usually expressed as a percentage.
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Corporate communications department
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The systematic promotion of mutual understanding between an organisation and external public groups. Also referred to as: public relations.
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Cross media
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Combining online and offline media.
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Cross-media optimisation
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Strengthening the communication message by using a consciously selected marketing communication mix via offline and online channels.
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Customer journey
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The 'route' that a customer follows within the customer cycle (from problem recognition to loyalty) and the effect of the contact points between the client and the organisation (touch points) throughout this route.
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Digital branding
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Online brand communication.
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Digital communication methods
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Methods for communicating online.
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Digital marketing communication funnel
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Funnel used for motivating people to buy a product or service by leading them through a number of steps.
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Direct marketing and dialogue marketing
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Direct communication between the manufacturer of a product or service and the end consumer (not via a medium such as a magazine, TV or an intermediary website). Also referred to as: dialogue marketing.
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Direct sales
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Marketing communication method in which a seller communicates directly with a potential customer.
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Dripping strategy
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Brand communication strategy in which the advertiser decides to increase the frequency or intensity of their advertising during specific, predetermined moments or after certain promotional offers or events.
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Earned range
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The number of people from the target segment who were confronted with the message through third-party social media channels.
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Editorial context
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The environment in which an expression is can be found or is placed.
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Employee advocacy
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Word-of-mouth advertising for a brand, product or organisation by employees working for that brand.
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Events
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A gathering of people in a specific place, with a specific theme, in order to discuss, learn about or share in their enjoyment of a that subject. For example, music, art, culture, sports, religion, science or a combination of these.
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Help content
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Information about the receipt, usage, maintenance and replacement of a product that must always be available and regularly refreshed. Also referred to as: hygiene content.
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Hero content
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Information about a product or brand that appeals to a wide audience.
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Hub content
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Information about a product or brand that matches your target segment’s specific areas of interest.
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Hygiene content
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Information about receipt, usage, maintenance and replacement of a product that must always be available and regularly refreshed. Also referred to as: help content.
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In-game advertising
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Logos and messages on advertising media in games, for example on billboards and bus shelters.
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Influencer campaigns
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Campaigns wherein an organisation uses influentials or influencers.
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Influentials
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Individuals on social media with the ability to influence other people's behaviour and how they think.
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Lead nurturing
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Systematically turning relations that are not yet customers (leads) into actual customers.
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Leads
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Potential customers whose contact details are known.
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Loyalty
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Positive attitude of customers regarding a provider and/or a website or app, which results in repeat purchases or giving positive recommendations about the brand.
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Marketing communication
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Communication aimed at acquiring and retaining customers.
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Marketing communication plan
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Derivative of the marketing plan that describes the marketing communication.
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