Glossary for the Digital Marketer in 2019
2019 is off to a disruptive start and everyone is trend jacking the coffee cricketer controversy. Before it all begins to sound Greek and Latin, get with the 19 most relevant terms that ought to be in the dictionary of every digital marketeer.
01) Artificial Intelligence:
Artificial intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. These processes include learning (the acquisition of information and rules for using the information), reasoning (using rules to reach approximate or definite conclusions) and self-correction. It is an area of computer science that emphasizes the creation of intelligent machines that work and react like humans, including speech recognition, deep learning, planning and problem-solving.
AI has occupied such an important place in the buyer journey (Attract->Convert -> Close ->Delight) that brands are now considering incorporating some form of AI right at the start of their inbound marketing strategy.
An ‘algorithm’ is a programmatic rule or set of instructions to be followed by a computer to solve a problem. Social media platforms use algorithms to create personalised timelines for their users.
A marketing representative of YouTube has said that they are able to categorically and specifically target video that for the appropriate users through analysis, evaluation, experimentation and implementation of algorithms in their coding cycles.
03) Augmented reality:
‘Augmented reality’ or AR, is a technology that combines computer-generated images with the user’s reality by superimposing images or text into their view. With augmented reality already flooding almost every interactive app such as Instagram, Facebook, TikTok etc. this technology makes for an interesting platform for creative experimentation for brands.
Here are 2 nice examples of augmented reality
A ‘chatbot’ – or bot – is a computer program that can simulate conversations with human users via a chat interface.
A 2018 stat reveals that 61 percent of participating Baby Boomers say a potential chatbot benefit is “getting an instant response,” while just 51 percent of Millennials say the same. Brand heavy weights like Nike, Victoria’s secret, Spotify, western Union are going heavy on Chatbot integration.
05) UI and UX:
UI and UX are not the most recent of terms, but have great significance in today’s digital landscape, where content optimization across different platforms is an important mandate.
User Interface (UI) refers to how a user and software (website or app) interact. The goal for most marketers is to have a user-friendly UI that results in a positive user experience. User experience, or UX, references the overall experience a person has when using a product, website, or application. UI and UX are hot on platforms such as Instagram which constantly seek to innovate and create interactive engagement with the users.
An acronym for search engine optimization. SEO is the process of manipulating a website or web page to in turn affect its position in search engine’s outstanding results. Here’s a slight detour for your casual perusal. See how Good PR can help your SEO strategy. http://bit.ly/2B2wV0a
Topics and phrases that get indexed in search results. In paid search advertising, advertisers try to rank for keywords relevant to their business that users will search. Now you know why most brands demand, or rather firmly insist on hashtags across all their platforms and use specific words on blogs, posts, their site etc.
08) Keyword proximity:
Keyword proximity refers to how close two or more keywords are to each other. This is another parameter for measuring the success of a site on Google’s search based on keywords.
09) Link Building:
The process of trying to get external pages to link to a specific website or page on a site.
10) Hyperlocal (Hyperlocalisation):
Hyperlocal advertising is a marketing tactic to help build a loyal local customer base and establish itself in the local community in an efficient way. Hyper-localisation is achieved through communicating your products and its message that is tied with several factors such as weather, geography (region specific) and demographics etc. The hyperlocal route could help marketers assimilate their business into their communities by creating unique customer experiences.
11) Google My Business:
Here’s a more an insightful tool for you. Google My business can be used by a brand to manage their online presence across Google, including Search and Maps and it is a free tool for businesses. It also serves as a tool for verifying and editing business information. To know more, http://bit.ly/2FZOIbN
12) Organic Listings:
Also known as natural listings, these are search-engine results that have not been bought. They are determined only by an engine’s algorithm and are based on the calibre of the listed pages. These are parameters which will be viewed very keenly by brand and will have advertising firms and consultants on their feet to prove their worth.
13) Quality Score:
Quality Score is Google AdWords’ rating of the relevance and quality of keywords used in PPC campaigns. It is largely determined by the expected click-through rates (CTR), the relevance of ad copy, landing page quality and relevance and other factors. In the near future, this would set the precedent for articles (like this) to be under a common framework of keywords, word count to optimize that would go on to accurately determine success.
Unlike clicks, ‘impressions’ are the number of times your content has been seen by other users on social media. So, if 100 unique users have seen your post, then you’ll have 100 impressions.
15) Contextual marketing:
Contextual marketing is all about delivering the right content at the right moment based on a potential client’s preferences using behavioural targeting and enabling brand awareness, recall and engagement. It fuels targeted ads based on user information such as recent searches and web histories. Contextual marketing tends to offer the following advantages to a brand: Cost effectiveness, targeted traffic, enhanced customer experience, increased customer engagement and in turn, greater sales and revenue.
A lesser known term, but slowly gaining prominence is ‘Like-baiting’. It is a popular way for users on social media to ask for ‘Likes’. They do this by including a request for ‘Likes’ within the caption or tags. For example: #TagForLikes or #LikeForLike. This is generally incorporated by users when commenting on a larger post of a celebrity or a brand in an attempt to maintain relevance. Eg. On a YouTube video of the Indian cricket team, some random user comments, “support the team by liking my comment”, that constitutes a case of like-baiting.
One of the main key drivers for business across social platforms like Instagram, YouTube Facebook, TikTok, influencers are becoming a strong force by the day and are a credible force to reckon with. An ‘influencer’ is a user on social media with a significant following and who has the potential to provide additional value to a brand.
These users are perceived as having authoritative opinions. They often work with brands to create content with a more personalised feel, as consumers find their opinions to be more relatable and trustworthy. TechGeekRanjit is a great example of a YouTube influencer who reviews and unboxes electronics and gadgets. He has a million plus views on his channel.
18) Facebook Pixel:
Another interesting (albeit a hush hush) feature of Facebook is its cookie which tracks site visitors around the web. Facebook Pixel is a tool mainly used by businesses that allows to target users with Facebook ads. http://bit.ly/2G0jQrJ
Another form of engagement and sense of direct involvement with customers, crowdsourcing on social media is the process that helps brands and businesses generate ideas, services, or content via a social network using a large group of people. Of late, many brands have taken to social media in the lookout for their next fashion catalogue music anthem, to even captioning contests. But it’s not just restricted to competitions, brands also invite their followers to vote on names for their new product or asking them to contribute to their brand film through user generated content etc.
With that, we’ve hopefully made a list that caters to different imporatn segments of the digital marketing landscape (ranging from SEO to tech to Social media and more)
Good luck to you and have a high teROIffic year ahead.
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