Understanding The Internet and World Wide Web

Digital Marketing Concepts

• First Moment of Truth (FMOT): The stage where consumers are already aware of the product and need convincing to make a purchase decision.
• Second Moment of Truth (SMOT): The moment when consumers experience a product or service after purchase, influencing their brand perception and future purchase decisions.

Inbound Marketing Strategies

• Inbound Marketing: Consumers actively seek information to meet their needs, and brands attract them through content, search, and social media marketing.
• Content Marketing: Managing text, rich media, audio, and video content to engage customers and prospects, meeting business goals, and published through various digital platforms.
• Search Marketing: Companies improving their visibility in search engines for relevant search terms by increasing their presence in search engine results pages.

Social Media and Online Presence

• Social Media Marketing: Monitoring and facilitating customer-customer interaction and participation to encourage positive engagement with a company and its brands through various online platforms.
• Social Media: A category of media focusing on participation and peer-to-peer communication, allowing users to generate content and exchange messages and comments.

The Internet and World Wide Web

• The Internet: A physical network linking computers globally, consisting of infrastructure, network servers, and wired and wireless communication links.
• World Wide Web (WWW): A technique for publishing information on the Internet, accessed through desktop or mobile web browsers displaying interactive web pages with embedded graphics and HTML/XML encoded text.

Wireless Communications and Disruptive Technologies

• Wireless Communications: Electronic transactions and communications conducted using mobile devices and fixed access platforms with different forms of wireless connections.
• Disruptive Digital Technologies: Technologies offering opportunities for new products and services, transforming internal business processes to meet customer needs.

Digital Business Transformation and Customer Needs

• Digital Business Transformation: Significant changes to organizational processes, structures, and systems implemented to improve performance through digital media and technology platforms.
• Customer Needs: Driving customer choices between competing products, forming the basis for customer preferences and expectations from products.

Zero Moment of Truth (ZMOT)

• Zero Moment of Truth (ZMOT): A summary of today's multichannel consumer decision-making, where consumers search, review ratings, styles, prices, and comments on social media before visiting a retailer.