Digital Marketing Fundamentals - 1st edition 2018
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Content marketing plan
Developing a step-by-step plan within content marketing.
Content plan
A detailed plan for publishing information about an organisation as effectively as possible via various online channels.
Content promotion
Drawing attention to content as part of content marketing.
Content spinning
Reusing the same content, rewritten and in different formats.
Contextual messages
Messages that depend on the situation of the recipient.
Conversation share
The percentage that a brand spends on advertising in relation to the expenditure of the whole category. Also referred to as: share of voice.
Conversion
The portion of visitors that perform a certain desired activity, such as clicking through or making a purchase. Usually expressed as a percentage.
Corporate communications department
The systematic promotion of mutual understanding between an organisation and external public groups. Also referred to as: public relations.
Cross media
Combining online and offline media.
Cross-media optimisation
Strengthening the communication message by using a consciously selected marketing communication mix via offline and online channels.
Customer journey
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.
Digital branding
Online brand communication.
Digital communication methods
Methods for communicating online.
Digital marketing communication funnel
Funnel used for motivating people to buy a product or service by leading them through a number of steps.
Direct marketing and dialogue marketing
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.
Direct sales
Marketing communication method in which a seller communicates directly with a potential customer.
Dripping strategy
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.
Earned range
The number of people from the target segment who were confronted with the message through third-party social media channels.
Editorial context
The environment in which an expression is can be found or is placed.
Employee advocacy
Word-of-mouth advertising for a brand, product or organisation by employees working for that brand.
Events
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.
Help content
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.
Hero content
Information about a product or brand that appeals to a wide audience.
Hub content
Information about a product or brand that matches your target segment’s specific areas of interest.
Hygiene content
Information about receipt, usage, maintenance and replacement of a product that must always be available and regularly refreshed. Also referred to as: help content.
In-game advertising
Logos and messages on advertising media in games, for example on billboards and bus shelters.
Influencer campaigns
Campaigns wherein an organisation uses influentials or influencers.
Influentials
Individuals on social media with the ability to influence other people's behaviour and how they think.
Lead nurturing
Systematically turning relations that are not yet customers (leads) into actual customers.
Leads
Potential customers whose contact details are known.
Loyalty
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.
Marketing communication
Communication aimed at acquiring and retaining customers.
Marketing communication plan
Derivative of the marketing plan that describes the marketing communication.
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