ICDL Digital Marketing (ICDL) flashcards
ICDL Digital Marketing · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Digital marketing
- Digital marketing uses online channels such as websites, search, social media and email to attract, engage, convert and retain customers, and it is measured with digital analytics.
- Marketing funnel
- The marketing funnel describes customer stages from awareness through consideration and conversion to retention; each stage uses different content and metrics to move prospects forward.
- Owned paid earned media
- Owned media are channels a brand controls, such as its website; paid media are bought placements; earned media are unpaid mentions, shares and reviews generated by others.
- Buyer persona
- A buyer persona is a research-based profile of a target customer segment that summarises goals, pain points, behaviour and preferences so marketing messages can be relevant.
- Domain name
- A domain name is the human-readable address of a website, such as example.com; DNS translates it into the numeric IP address computers use.
- Landing page
- A landing page is a standalone web page built for one campaign or conversion goal, typically with a single call to action and no distracting navigation.
- Responsive design
- Responsive web design adapts a site's layout and content to different screen sizes, helping mobile and tablet users read and navigate without horizontal scrolling.
- Content management system
- A content management system lets authorised users create and edit website pages without coding, and often manages media, templates and publishing workflows.
- Search engine optimisation
- SEO is the practice of improving a website's unpaid search visibility by matching content to search intent and making the site technically easy for search engines to crawl and index.
- Search intent
- Search intent is the goal behind a query, commonly informational, navigational, commercial or transactional; content should match the intent to rank and satisfy users.
- Title tag
- A title tag is the HTML page title shown in search results and browser tabs; it should describe the page accurately and include the main keyword naturally.
- Backlink
- A backlink is a hyperlink from another website to a page; relevant, authoritative links can support search rankings, while manipulative link schemes violate search guidelines.
- Business social profile
- A business social profile is a public account for an organisation; it usually provides analytics, advertising options, scheduled posting and multiple admin roles, unlike a personal profile.
- Social media policy
- A social media policy sets rules for staff use of social channels, including tone, confidentiality, approval steps and escalation, to protect brand reputation and reduce legal risk.
- Two-factor authentication
- Two-factor authentication requires a password plus a second verification step, such as a code, making it harder for attackers to access business social accounts even if a password leaks.
- Content pillar
- A content pillar is a recurring theme that a brand plans posts around, such as education or product news, helping maintain variety and consistency across a social calendar.
- Content calendar
- A content calendar is a schedule listing planned posts by date, channel, format, owner and objective, helping a team coordinate social publishing and avoid gaps or duplicates.
- Engagement rate
- Engagement rate is total interactions divided by reach or followers, multiplied by 100; the denominator must be stated because results differ between the two formulas.
- Social listening
- Social listening monitors online conversations about a brand, competitors and keywords, including mentions and sentiment, to inform content, customer service and reputation management.
- User-generated content
- User-generated content is material created and shared by customers or fans, such as photos or reviews; brands can reuse it with permission to build trust and engagement.
- Lead magnet
- A lead magnet is a free resource, such as a guide or template, offered in exchange for contact details, helping build a permission-based email list for follow-up marketing.
- Market segmentation
- Market segmentation divides a broad audience into groups with shared characteristics, needs or behaviour so campaigns and messages can be tailored to each group.
- Affiliate marketing
- Affiliate marketing pays a commission to partners who send traffic or sales through tracked links or codes, making performance measurable and often paid only on results.
- A/B test
- An A/B test compares two versions of a marketing element, changing one variable at a time and randomly assigning users, to measure which version performs better on a defined metric.
- Cost per click
- Cost per click is advertising spend divided by the number of clicks received; it shows the average price paid for each visit from an ad.
- Conversion rate
- Conversion rate is the number of desired actions divided by the number of opportunities, multiplied by 100; the numerator and denominator must be defined for comparison.
- Retargeting
- Retargeting shows ads to people who previously visited a website or interacted with a brand, using cookies or identifiers to re-engage them during the consideration stage.
- Programmatic advertising
- Programmatic advertising automates the buying and selling of ad inventory, often through real-time bidding, allowing targeting and pricing to be set per impression.
- Metric and dimension
- In analytics, a metric is a quantitative measure such as sessions or revenue, while a dimension is an attribute such as country, device or traffic source that describes the data.
- Bounce rate
- Bounce rate is the percentage of sessions with only one page view and no interaction; a high rate may indicate irrelevant traffic or a page that answers the query immediately.
- UTM parameters
- UTM parameters are tags added to a URL, including source, medium and campaign, so analytics can identify which marketing activity sent visitors to a website.
- Attribution model
- An attribution model assigns credit for a conversion to one or more marketing touchpoints; last-click credits the final interaction, while first-click credits the first.