WGU Digital Marketing Science

Scheduled maintenance: 13 January 2026 from 09:00 to 11:00 WGU Digital Marketing Science Leave the first rating Students also studied Terms in this set (194) Social SciencesBusinessMarketing Save

D378 Digital Marketing Science: All l...

130 terms wly67Preview WGU 3 103 terms khull123456Preview D378 Digital Marketing Science - Te...Teacher 311 terms stigall06Preview WGU D Teacher otie Practice questions for this set Learn1 / 7Study using Learn oversees advertising laws Influencersindividuals who have significant influence on their audience and the distribution of information on social media because they are popular, powerful, or knowledgeable SWOT AnalysisStrengths - weaknesses - opportunities - threats Choose an answer 1Federal Communications Commission2National Advertising Review Board 3Federal Trade Commission4National Association Of Broadcasters Don't know?

Inbound Marketinguse content to attract visitors to a company or product and convert them into prospects Mobile Marketingaims to reach audiences on their mobile devices through websites, email, SMS and MMS, social media, or mobile apps Brand Advocacyloyal customers that support your brand through recommendations Conversion FunnelA metaphor describing the series of interactions that take place as a potential customer navigates through the buying cycle Key Performance Indicator (KPI)a performance measure that organizations use to quantify their level of success Social Authoritya measure of a user's influence on Twitter, based primarily on the frequency with which the user is retweeted Marketing Automationemploys software to automate conventional marketing processes across multiple platforms, increasing efficiency and making new processes possible Channela communications medium utilized for a direct response marketing effort, such as email, social media, television, or direct mail Pay Per Click (PPC)digital advertising that only charges advertisers when their ads are clicked by online users Content Marketingthe creation and distribution of relevant and valuable content to attract, acquire, and engage a clearly defined and well- understood target audience User Experience (UX)a person's emotions and attitudes about using a particular product, service, or website, including perceptions of utility, ease of use, and efficiency A/B Testingallows you to compare two versions of something to figure out which performs better Social Media Marketingemploys social media to market an organization, its products, or its services Buying Cyclemodel of human decision-making that illustrates the stages or steps that the average person goes through when deciding to buy a particular product or service SMARTSpecific - Measurable - Attainable - Relevant - Time-bound Buyer Personaa profile that represents your ideal customer based on marketing research and customer data Conversion Rate Optimization (CRO)aimed at improving the number of potential customers who take a desired action, such as responding to a call-to-action or making a purchase StrategyA systematic plan of action designed to achieve a goal

Mission StatementA method for defining a mission used by a customer-centric approach and seeks to answer what reason the company exists Strategic business planningthe overall direction of the business Marketing mixPrice, product, place, and promotion outbound marketingreaching consumers through general media advertising as well as in-person contact Five stages of digital marketing strategy1) research, 2) plan, 3) execute, 4) measure, 5) analyze and adjust Web analyticsStudies the impact of a website on its visitors for the purpose of understanding and optimizing usage Search Engine Marketing (SEM)the process of gaining traffic and visibility from search engines through both paid and unpaid efforts Search Engine Optimization (SEO)the process of increasing the quantity and quality of traffic to a website by using the organic, or free search results on search engines native advertisinguse of paid or sponsored ads that match the look, feel, and function of the media format or platform in which they appear Digital Marketing Customer JourneyAwareness- consideration- purchase - post purchase evaluation Display advertisementsads that incorporate visual elements such as images and videos to increase brand awareness crawlingprocess of following your website links and around your website to identity any issues off-page SEOactions taken outside of your own website to impact your search engine rankings negative keywordswords or phrases that will prevent ads from displaying in PPC advertising Voice of the Customer (VOC)The process used to gather customers expectations and requirements Steps for collecting VOC1) identify customers and their needs, 2) Collect data about these customers needs, 3) Analyze data customer satisfaction scoreA measure of how products and services supplied by a company meet or surpass customer expectation Net Promoter Score (NPS)A management tool designed to collect data indicating the relative loyalty of customers and their willingness to recommend a company's products or services top-down budgetingsenior management decides on the percentage or amount to be spent on digital marketing and the marketing team looks to optimize those amounts

bottom-up budgetingmarketing team builds the budget based on needed outcomes and seeks management approval budget capswhere an organization decides to set a daily or monthly spend amount as an appropriate level of digital marketing Plan-Do-Check-Act cycle (PDCA)a four step method for testing hypotheses and solving problems Click-through rate (CTR)how often people who view your ad end up clicking it Calculating Marketing ROI(incremental financial value - campaign cost) / campaign cost thought leadera marketing method that seeks to position a company or brand as an invaluable expert or source of high quality information about the major issues facing the industry multi-channel attribution modelmodel assigns different weights to the various marketing channels employed Respect for autonomyobligation to respect the autonomy of others - people should be allowed to make their own choices Beneficencethe moral obligation to do good Nonmaleficenceduty to not cause harm Right of customerscustomers have the right to make informed decisions and the right to privacy National Advertising Review Boardoversees advertising laws Endorsementsoverseen by Federal Trade Commission - must express honest opinions and disclose relationship intellectual propertywork created within the mind of a person or the minds of people working together experiential marketing digital marketing coordinatorcoordinate mktg activites, identify target audiences, run campaigns, monitor metrics to evaluate trends marketing associateprepare reports on mktg and sales metrics, collect and analyze customer behavior metrics, coordinate with mktg teams to generate digital ads, assist with ongoing campaigns search engine optimization specialistdevelop optimization strategies to improve search rankings, implement keywords for seo, monitor metrics, update links for optimization of search rankings search engine marketing specialistidentify customer personas, perform research on keywords for SEO and PPC ads, monitor metrics to optimize paid search, identify and monitor KPIs