Ch 1 & 2 Vocab Social Media Marketing

a marketing strategy that focuses on attracting customers via company-created Internet content

a person with a strong influence in his or her particular field of expertise

the practice of increasing quantity & quality of traffic to a website through organic search engine results

The difference between a company's revenue and its costs

a specific part of a population, especially identified by average age, income, education, etc.

marketing technique which involves promotion of a product targeted to cust of a related product

Process of gathering and analyzing information about customers’ needs and preferences

analytics metric that refers to the number of users who have come across particular content on social platforms

Process of communicating a company’s value to customers

Efforts made by company to shape the way audiences perceive them; how a brand is seen by the public can affect actions

a regular examination of your business’ social media activity

Process of determining the most effective approach to advertise a product or service

One of the four P’s of marketing; the cost of a product or service a company offers

Process of arranging trade shows/conventions that meet determined goals/messages/purposes

a marketing method that is considered to be indirect; brand sends a message to large audience rather than to individual

web-based technology that enables the development, deployment and management of social media solutions and services

a computer program that searches databases and internet sites for the documents containing keywords specified by a user

How businesses communicate with audiences

happens when the desired outcome of a marketing message is achieved

Process of creating and maintaining the identity of a brand

content &/or interactions used to grow &/or engage w/social media community made thru efforts other than paid means

Diverse groups of consumers participating in guided discussions

Range of activities to help customers resolve issues; involves goal of customer satisfaction

Statement or phrase that encourages audience response

also known as personalized marketing; a strategy that relies on getting to know customers and their choices

Path the product or service purchased travels from the company to consumer

Consumers’ level of recognition of a company’s product, service, or brand

Process of communicating with potential customers to promote a product or service

Identified groups of consumers most likely to purchase your product or service

One of the four P’s of marketing; refers to the messaging/communication channels, etc

Distinctive name/words/design that create company/product identity

The collection, reporting, and examination of actions taken on a website

One of the four P’s of marketing; refers to where product is sold/delivered to customers

Short-term activity that gives incentives to potential customers/ intended to increase sales/create awareness of product

performance indicator that measures the amount gained from an investment relative to the investment’s cost

What is communicated to and perceived by an audience; can be verbal, written, and non-verbal

determined by or dependent on the collection or analysis of data

form of marketing that tries to reach consumers thru general media advertising as well as through in-person contact

One of the four P’s of marketing; refers to the actual product or service a company offers

Dept responsible for selling products/services to customers and meeting company sales goals