Search engine marketingSearch engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages, enhance pay-per-click (PPC) listings, and increase the call to action (CTA) on the website.
MicrositeA microsite is an individual web page or a small cluster of pages which are meant to function as a discrete entity (such as an iFrame) within an existing website or to complement an offline activity. The microsite's main landing page can have its own domain name or subdomain. UsageMicrosites are typically used in web design to add a specialized group of information, either editorial or commercial.
Web analyticsWeb analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness. Web analytics applications can also help companies measure the results of traditional print or broadcastadvertising campaigns.Email marketingEmail marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, any email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.
Search engine optimizationPractice and strategies of increasing online visibility Search engine optimization (SEO) is the practice of improving the visibility and overall performance of websites and web pages in search engine results pages (SERPs). It focuses on increasing the quantity and quality of traffic from unpaid (organic) search results rather than paid advertising.
Web pageA web page, or webpage, sometimes contextually shortened to just page, is a document, typically published on the Web, and normally viewed using a web browser, which consists of hypertext and often additional components such as scripts and graphics. Since an author may publish one or more related web pages together in a website, the terms website and web page form a metaphor for paper pages bound together into a book.
Lead generationIn marketing, lead generation () refers to the process of attracting and capturing consumer interest in a product or service. A lead is the contact information and, in some cases, demographic information of a customer who is interested in a specific product or service.
Digital marketingMarketing of products or services using digital technologies or digital tools Advertising revenue over time as a percent of US GDP, showing rise in digital advertising since 1995 at the expense of print media (graph from 2017) Marketing Key concepts Account-based marketing Activation Annoyance factor Attribution Distribution Brand licensing Brand management Cannibalization Co-creation Communications Consumer behaviour Consumer culture Digital marketing Dominance Effectiveness Ethics Horizontal integration Influencer marketing Management Mix Pricing Product marketing Promotion Retail S-T-P Segmentation Targeting Positioning Service Social marketing Strategy Vertical integration Promotional content Advertising Ambush marketing Branding Corporate anniversary Direct marketing Franchising Gender in advertising Label Loyalty marketing Mobile marketing On-hold messaging Personal selling Premiums Prizes Product placement Propaganda Publicity Sales promotion Sex in advertising Underwriting spot Promotional media Behavioral targeting Brand ambassador Counter display unit Display advertising Display stand Drip marketing Endcap Gondola In-game advertising Mobile advertising Native advertising New media Online advertising Out-of-home advertising Point of sale Product demonstration Promotional merchandise Merchandising Promotional representative Visual merchandising Web banner Word-of-mouth Research Market research Marketing research Mystery shopping Consumer research vte Digital marketing is a component of marketing that uses digital technologies such as desktop computers, mobile phones, and other digital media platforms to promote products and services.
Social mediaVirtual online communitiesVarious social media platformsSocial media are new media technologies that facilitate the creation, sharing and aggregation of content (such as ideas, interests, and other forms of expression) amongst virtual communities and networks.
AdvertisingAdvertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of interest to consumers. It is typically used to promote a specific good or service, but there is a wide range of uses, a traditional form being commercial advertisement.WebsiteA website, occasionally written as web site, and sometimes contextually shortened to just site, is the set of one or more web pages published under a common domain name, served from a web server. They are typically dedicated to a particular topic or purpose, such as news, education, commerce, entertainment, or social media, and are usually known and referred to by a common name; often that of their respective owning organisational brand or some portion of their domain name.
Advertising networkAn advertising network or ad network is a business that links advertisers with websites or apps that want to show ads. Its primary purpose is to match advertisers with ad publishers to fill ad space. Ad networks have expanded from primarily TV and print advertising to online advertising. Online networks use a central ad server to send, follow, and measure ads in real time.
MicrositeA microsite is an individual web page or a small cluster of pages which are meant to function as a discrete entity (such as an iFrame) within an existing website or to complement an offline activity. The microsite's main landing page can have its own domain name or subdomain. UsageMicrosites are typically used in web design to add a specialized group of information, either editorial or commercial.Web analyticsWeb analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness. Web analytics applications can also help companies measure the results of traditional print or broadcastadvertising campaigns.Email marketingEmail marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, any email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.Search engine optimizationPractice and strategies of increasing online visibility Search engine optimization (SEO) is the practice of improving the visibility and overall performance of websites and web pages in search engine results pages (SERPs). It focuses on increasing the quantity and quality of traffic from unpaid (organic) search results rather than paid advertising.Web pageA web page, or webpage, sometimes contextually shortened to just page, is a document, typically published on the Web, and normally viewed using a web browser, which consists of hypertext and often additional components such as scripts and graphics. Since an author may publish one or more related web pages together in a website, the terms website and web page form a metaphor for paper pages bound together into a book.Lead generationIn marketing, lead generation () refers to the process of attracting and capturing consumer interest in a product or service. A lead is the contact information and, in some cases, demographic information of a customer who is interested in a specific product or service.Digital marketingMarketing of products or services using digital technologies or digital tools Advertising revenue over time as a percent of US GDP, showing rise in digital advertising since 1995 at the expense of print media (graph from 2017) Marketing Key concepts Account-based marketing Activation Annoyance factor Attribution Distribution Brand licensing Brand management Cannibalization Co-creation Communications Consumer behaviour Consumer culture Digital marketing Dominance Effectiveness Ethics Horizontal integration Influencer marketing Management Mix Pricing Product marketing Promotion Retail S-T-P Segmentation Targeting Positioning Service Social marketing Strategy Vertical integration Promotional content Advertising Ambush marketing Branding Corporate anniversary Direct marketing Franchising Gender in advertising Label Loyalty marketing Mobile marketing On-hold messaging Personal selling Premiums Prizes Product placement Propaganda Publicity Sales promotion Sex in advertising Underwriting spot Promotional media Behavioral targeting Brand ambassador Counter display unit Display advertising Display stand Drip marketing Endcap Gondola In-game advertising Mobile advertising Native advertising New media Online advertising Out-of-home advertising Point of sale Product demonstration Promotional merchandise Merchandising Promotional representative Visual merchandising Web banner Word-of-mouth Research Market research Marketing research Mystery shopping Consumer research vte Digital marketing is a component of marketing that uses digital technologies such as desktop computers, mobile phones, and other digital media platforms to promote products and services.Social mediaVirtual online communitiesVarious social media platformsSocial media are new media technologies that facilitate the creation, sharing and aggregation of content (such as ideas, interests, and other forms of expression) amongst virtual communities and networks.AdvertisingAdvertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of interest to consumers. It is typically used to promote a specific good or service, but there is a wide range of uses, a traditional form being commercial advertisement.WebsiteA website, occasionally written as web site, and sometimes contextually shortened to just site, is the set of one or more web pages published under a common domain name, served from a web server. They are typically dedicated to a particular topic or purpose, such as news, education, commerce, entertainment, or social media, and are usually known and referred to by a common name; often that of their respective owning organisational brand or some portion of their domain name.Advertising networkAn advertising network or ad network is a business that links advertisers with websites or apps that want to show ads. Its primary purpose is to match advertisers with ad publishers to fill ad space. Ad networks have expanded from primarily TV and print advertising to online advertising. Online networks use a central ad server to send, follow, and measure ads in real time.*As an Amazon Associate I earn from qualifying purchases.