Download Digital Marketing Terms: Paid Media, Paid Search, Contextual Advertising, and More and more Quizzes Digital Marketing in PDF only on Docsity!
Paid Media
- Paid media engages target markets & moves them to owned media & earned media- Paid media and advertising are often used interchangeably TERM 2
Paid Search
DEFINITION 2 Occurs when an advertiser pays a search engine a fee to display its ad when users type in related keywords- Normally paid for based on the # of clicks that an ad receives (PPC - pay per click) TERM 3
Contextual Advertising
DEFINITION 3
- occurs when an ad system scans a Web page for content and serves an appropriate ad TERM 4
Behavioural Advertising
DEFINITION 4 a form of contextual advertising but follows user behaviour instead of page content TERM 5
Remarketing
DEFINITION 5 A tactic for communicating with users who previously visited a website
4 main objectives for paid branded content on
social media sites:
- Build brand awareness2. Engage existing customers3. Increase size of community4. Drive traffic to an online destination TERM 7
Which platforms do ppl advertise on?
DEFINITION 7 Facebook 92%Youtube 35%LinkedIn 24%Twitter 23% TERM 8
Mobile accounted for what % of FY
revenues
DEFINITION 8 35%.Techniques include:display ads, messaging, paid search, apps, voice, video TERM 9
Location-based-services marketing
DEFINITION 9 Promo offers pushed to mobile devices based on the user's physical location TERM 10
Paid Search Spending
DEFINITION 10
- Mobile increasing- Search & mobile the same in 2015- Banner, classifieds, lead ten, rich media decreasing- Digital video increasing
Sample Earned Media Performance Metrics
of likes & shares of company content2. General metrics:
of users who interact with an app, time spent viewing a
vid, fan growth, click through rate CTR3. Actions taken by users: # of downloads of white paper, game played, polls voted4. Conversations on blogs & elsewhere (tweets, comments) TERM 17
Key Takeaways from POEM
DEFINITION 17
- Content is KING- Search mktg (SEM), especially SEO - Get found!- Diverse social media for customer engagement- Image-centric content get attention- IMC to tie media types, offline/ online together- Email market, but implement carefully!- Display ads for branding only, they work best in combination with SEM and remarking - not for sales- Track relevant metrics!
