Digital Marketing and Communication Terms

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Questions and Answers

What is the primary purpose of a business listing?

To track cookies for digital marketing analytics

To provide information about a business on websites and platforms (correct)

To develop a content creation strategy

To increase conversion rates

What is the focus of a business-level strategy?

Optimizing conversion rates

Developing a content creation strategy

Gaining competitive advantage in a specific market (correct)

Tracking cookies for digital marketing analytics

What is the purpose of a bumper ad on YouTube?

To increase conversion rates

To develop a content creation strategy

To play a non-skippable video ad before a video can be viewed (correct)

To provide information about a business

What does BANT criteria stand for?

Budget, Authority, Need and Timeframe Signup and view all the answers

What is the purpose of a buy button?

To allow direct purchasing on websites or social media platforms Signup and view all the answers

What is the focus of a Business Value Proposition (BVP)?

Selling the business value or end user benefits Signup and view all the answers

What is the difference between B2B and B2C?

B2B provides products/services to businesses, while B2C provides products/services to consumers Signup and view all the answers

What is the purpose of a broadcast message?

To send a message to multiple contacts simultaneously Signup and view all the answers

What is the main purpose of Dynamic Remarketing in Google Ads?

To serve display ads to people who have visited your ecommerce site Signup and view all the answers

What type of content is unique to the user visiting a website?

Dynamic Content Signup and view all the answers

What is the term used in SEO to describe website or content quality?

E-A-T Expertise Signup and view all the answers

What is the primary goal of Conversion Rate Optimization?

To improve user experience and increase conversions Signup and view all the answers

What is the purpose of cookie tracking in digital marketing?

To tailor user experience based on return visits and history Signup and view all the answers

What type of ecommerce site allows multiple third-party providers to sell products?

Ecommerce Marketplace Signup and view all the answers

What is the name of the GA4 report that shows product items purchased, viewed, and revenue generated?

Ecommerce Purchases Report Signup and view all the answers

What is the term used to describe consumers who tend to adopt new ideas only after they've been tried and tested by others?

Early Majority Consumers Signup and view all the answers

What is the primary purpose of an Events Report in GA4?

To track predefined events and custom events set up in Google Tag Manager Signup and view all the answers

Which type of content remains relevant to readers for years after its initial creation and publication?

Evergreen content Signup and view all the answers

What is the purpose of exclusion targeting in a campaign?

To show ads to customers in a selected geographic location, while excluding other locations Signup and view all the answers

What is the primary purpose of an Executive Profile?

To create a fully optimized profile on all social networks Signup and view all the answers

What is the primary purpose of an Expanded Text Ad (ETA)?

To allow for longer headlines and descriptions in Paid Search Campaigns Signup and view all the answers

What is the primary purpose of an Explicit Lead Scoring Metric?

To evaluate lead value in relation to the seller's goals Signup and view all the answers

What is the primary purpose of an Experience Stage in the product life cycle?

To stabilize sales and establish the product in the market Signup and view all the answers

What is the primary purpose of an Exploration Stage in a non-linear buyer's journey?

To explore the options available Signup and view all the answers

Study Notes

Digital Marketing Terms

Broad Match: a keyword match type for PPC advertising that offers the broadest reach and widest range of targeting.
Broadcast: the primary revenue generator for commercial television and radio stations, also known as on-air advertising.

Communication and Messaging

Broadcast Message: a message sent to multiple contacts simultaneously, recipients will receive the message as an individual chat, and their responses will not be visible to others on the list.

Business and Finance

Budget: the allowable monetary investment for creating and running a marketing campaign.
BANT Criteria: a method of assessing the quality of prospects and tracking them through the sales qualification process, consisting of Budget, Authority, Need, and Timeframe.
Business Goals: the outcomes that a business hopes to achieve in relation to its actions.
Business Objectives: an outcome that a business plans to achieve.
Business Value Proposition (BVP): the modern expression of solution selling, focusing on selling the business value or end-user benefits rather than the components of a product/service.

Digital Advertising

Bumper Ad: a type of video ad on YouTube, non-skippable video ads of up to 6 seconds that must be watched before a video can be viewed.
Buy Buttons: clickable buttons embedded on websites or social media platforms for direct purchasing.
Dynamic Ads: an ad format that enables precise targeting of decision-makers and influencers with highly relevant and customizable creative.
Dynamic Content: content that is unique to the user(s) visiting a site, often tailored to the user's experience based on cookies tracking their returning visits.
Dynamic Pricing: the process of adjusting pricing strategies in real-time based on market demand, stock levels, customer trends, and competitor prices.
Dynamic Remarketing: a Google ad setting that allows serving display ads back to people who've been on an ecommerce site, exposing them again to that exact product.

Ecommerce

Ecommerce: the buying and selling of goods and services via online marketplaces or online transactions on websites and mobile apps.
Ecommerce Marketplace: a type of ecommerce site where products or services are provided by multiple third parties, but all transactions are processed by the marketplace operator.
Ecommerce Purchases Report: a GA4 Monetization report that shows product items people bought, how often they viewed products, the number of items purchased, and the total revenue.
Ecommerce Revenue: income generated through online sales, affiliate marketing, online advertising, and subscription fees.

Behavioral Analysis

Early Adopters: consumers who tend to enjoy trying new things and are comfortable adopting new ideas.
Early Majority Consumers: consumers who tend to adopt new ideas only after they've been tried and tested by others.

Marketing and SEO

Earned Media: free publicity generated by consumers, PR, influencers, and people who speak about and share content related to a brand or product.
Evergreen Content: content that can remain relevant and of interest to readers for years after its initial creation and publication.
E-A-T Expertise: Expertise, Authoritativeness, & Trustworthiness, a term from Google's Search Quality Rater Guidelines used to describe website or content quality.

Events and Tracking

Events Report: a GA4 Engagement report that automatically tracks predefined GA4 events, such as page scrolls, and custom events set up in Google Tag Manager (GTM).
Events Tracking: allows collecting data on a wide variety of contact behavior on a website, which can then be used to improve marketing processes by triggering automations and personalizing campaigns.
Exit Page: the last page viewed by a website visitor.

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Description

Test your knowledge of digital marketing and communication terms, including PPC advertising, broadcast, and broadcast messaging. Learn the definitions and applications of these key concepts.