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.A-Z OFDIGITALMARKETING

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augmented reality

bounce rate

CMS

data

email marketing

focus groups

goals

hashtags

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J.

K.

L.

M.

N.

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P.

Q.

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ibeacons

jargon

keywords

landing pages

mobile

NFC

opt-in

pay-per-click

QR codes

retargeting

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U.

V.

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SEO

testing

user experience

video

wearable tech

x-factor

you

zombie

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Augmented reality allows real world objects to become interactive. Using computer generated content, artificial information can be overlayed on to real objects.

AUGMENTEDREALITY

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Bounce rate is a term used in web analytics. It refers to the percentage of visitors that land on your site and leave without interacting with any of the content (i.e. single page visits).

BOUNCE RATES

A content management system (CMS) is an application that allows users to create, update

and publish content on a website.

CONTENT MANAGEMENT

SYSTEM

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Having good, clean data is vital to effective digital marketing. By collectingcustomer data, you can develop an actionable understanding of customer behaviour. Data driven marketing can be more effective as it is more relevant to each audience segment. 05

DATAD.

Email is a helpful way to communicate messages to various audiences. As email is low cost it can provide a great Return on Investment.

EMAILMARKETING

If you want to know what consumers think about your product, website or campaign idea, why not ask them? Focus groups

involve getting a group of people to come together and discuss a variety of topics. Led by a moderator, these groups can reveal

opinions, needs and desires of your audience.

FOCUSGROUPS

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Setting goals when planning campaigns will help you assess success and control costs. When setting goals, remember to make them SMART (Specific, Measurable, Achievable,Realistic, Time-based).

GOALSG.

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Hashtags are labels commonly used in social media to make it easier for users to find posts relating to specific topics. Hashtags can be used to collect public opinion on news or events on a large scale.

HASHTAGSH.

iBeacons are a new mobile technology. They use Bluetooth low energy radios on

smartphones to push notifications, deals and adverts to those nearby.

IBEACONSI.

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JARGONJ.

Jargon is something that you should never use to

describe your offering. If you can’t describe your

product or service in a simple and meaningful

way, go back to the drawing board.

Keywords are used in search engine marketing. Research the keywords your target audience are using to find your product or services and use these across your site.

KEYWORDK.

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Landing pages are page through which visitors arrive on your site. Using dedicated landing pages for campaigns can increase conversion rates by optimising user experience.

LANDING PAGE

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In the UK, mobile devices account for 56% of all the time spent on the internet.* Having an optimised mobile website is vital, with 61% of consumers say-ing they have better opinions of brands who provide a good mobile experience.†

MOBILEM.

Near Field Communication allows smartphones and other devices to communicate by touching or bringing them near to each other. NFC allows users to access personalised media, offers and make pay-ments from their mobile device.

NEAR FIELD COMMUNICATION

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The law states that if you want to contact customers by post, phone or email you must give them the option to object. When collecting personal data, always ask customers if they are happy to receive your marketing communications.

OPT-IN

PPC is a form of advertising where advertisers pay when a user clicks on their ad. Often seen

in search engine listings, PPC is popular as advertisers only pay when a visitor clicks

through to the site.

PAY-PER-CLICK

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A Quick Response (QR) code is a barcode that can be scanned by a mobile device, with a QR code reader app. They can be used for many different things, including leading users to a website, Google Maps or app downloads.

QUICK RESPONSE CODES

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Retargeting is a form of advertising that targets consumers who have expressed an interest in your products or services. The most common type of retargeting is site retargeting. This is where people who have visited your site and not converted are shown your adverts as they visit other websites.

RETARGETINGR.

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SEOS.

Search engine optimisation is the process of optimising your website to rank highly

in the search engine results pages. SEO tactics include

creating fresh content on your site, linkbuilding and optimising on-site factors.

One of the brilliant things about digital is the ability to test essentially any element of your campaigns. By using A/B or multivariate testing you can esablish how to make your marketing more successful and improve your ROI.

TESTING

Nielsen defines user experience as that which ‘encompasses all aspects of the end-user’s interaction for the company, its

services and its products’. Users’ motivations and values, as well as the efficiency, effectiveness and usability of the system all

contribute to UX.

USEREXPERIENCE

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Video has the most popular form of content on the web, with 78% of people watching videos online every week. As video becomes more popular, it also becomes more affordable. Short content forms such as Instagram video and Vine mean everyone can experiment with video.

VIDEOV.

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Over the past few years, wearable technology has increased in prominence. With Google Glass in 2012 and the Apple

Watch that was released in 2015, this technology will continue to increase in prevalence, especially as it becomes

more affordable.

WEARABLETECH

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Is your digital marketing bland and generic or does it have the X-Factor? Make sure that your marketing communications engage your audience. Whether it’s entertaining, educational or exciting, make sure you stand out.

X-FACTORX.

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YOUY.

Your marketing copy should be full of ‘you’s rather than ‘I’s and ‘we’s. Think about the benefits of your products or services and make them your focus of your content.

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Avoid marketing zombies should at all costs. These creatures cut corners, curating other people’s content and using buzzwords without contributing to the conversation. If zombies are plaguing your marketing it might be time to pull out your Colt Python and get rid of them once and for all.

ZOMBIEZ.

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