The Digital Marketing Universe
What core behavior is the central driving force of all digital marketing?
Search
It is the "P" in KPI.
Performance
It's the first step in search engine functionality; the process of gathering data about websites.
Crawling
The type of exploration shown in this image...
Path
A form of online advertising in which brands create sponsored content that blends into the main story or editorial content of an article.
Native Advertising
Creating & sharing valuable online material that does not explicitly promote a brand.
Content marketing
KPI's are the measurement milestones for this part of a strategic business plan.
Goals or objectives
The words and phrases used by marketers to targe SEO and PPC campaigns.
Keywords
The type of exploration shown in this image...
Funnel
People now scan web pages quickly & vertically due to the increased use of these devices.
Smartphones
This type of marketing can be very effective but only when potential customers opt-in.
Email marketing
It is the "M" in S.M.A.R.T. objectives
Measurable
The marketing process designed to position your webpage near the top of SERPs, organically.
SEO
The exploration that lets you visualize the steps your users take to complete a task and if they continue or drop off.
Funnel
While search ads are designed for immediate action these type of digital ads may have the goal of increasing brand awareness.
Display ads
This company used video marketing to grow its "challenger brand" and eventually sell for $1 billion.
Dollar Shave Club
"ROAS" is the acronym for this popular marketing metric.
Return on ad spend
The value Google uses to determine your ad position (Max Bid x Quality Score)
Google Ad Rank
Which one of these is not a "Dimension": Event Name, Gender, Event Count.
Event Count
How do most marketers evaluate video ad effectivness: social shares, click-through-rate, or completed views.
Click-through-rate
A form of social media marketing involving endorsements or product placement from individuals with many followers.
Influencer marketing
The percentage of visitors who take a specific action on a website, such as making a purchase or filling out a form.
Conversion rate
Tony's Pizza: Bid $3.00, QS 3
Gina's Pizza: Bid $2.00, QS 6
Gina's
The poet who wrote: "Two roads diverged in a wood, and I— I took the one less traveled by, And that has made all the difference."
Robert Frost
Rather than seeking potential customers through advertising, this type of marketing positions the company as a target consumers search for.
Inbound marketing