Coursera Courses

Online video marketing involves strategies that use video to promote a brand, product, or service. 

Online reputation management (ORM) is the act of reviewing what is being said about a company or individual online so that the company or individual can engage in activities to improve the overall public perception of a company with which they are considering doing business online. 

Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video produced by an advertiser with the specific intent to promote a product, while matching the form and style which would otherwise be seen in the work of the platform's editorial staff. The word "native" refers to the coherence of content with other media that appear on the platform. 

Micro influencers are people online who have influencer potential yet garner less followers than macro influencers. For perspective, micro influencers tend to have somewhere between 1000 and 10,000 followers. 

Marketing automation refers to software that allows companies to automate and measure marketing tasks and workflows.

Many-to-many communication system refers to a system in which each person within a system can post messages and receive messages. 

Macro influencers are people online that have influencer potential and routinely command the attention of millions of followers. 

Live streaming refers to online broadcasting of an event in real time. 

Key performance indicator (KPI) is a measurable value that indicates progress toward an intended result. 

Interstitial ads are full-screen ads displayed in mobile apps. 

Integrated marketing is the use of marketing strategies to optimize the communication of a consistent message of the company’s brands to stakeholders. 

In-stream video ads are video ads that are placed in the video shown to the viewer. 

Informal research involves collecting market intelligence by using a variety of easily available information from various sources. This method usually trades statistical precision for cost effectiveness. 

Influencer marketing focuses on using influencers to promote a brand message, product, or service to the larger market.

Inbound marketing is a strategy that utilizes various tools to develop content that will attract consumers to your product or brand, rather than using strategies that invade their awareness. 

Inbound links , also known as “back links,” are hyperlinks on other sites that bring users to your site. 

A hit occurs any time a user accesses a page on a website (sometimes referred to as a pageview). 

Granular means characterized by a higher level of detail. 

Formal research is a systematic way to answer specific questions to better understand a particular issue. 

E-word-of-mouth (eWoM) marketing is a form of buzz marketing that focuses on person-to-person exchange to disseminate information. 

An exit is the last pageview of a visit, called the exit point. 

An entry is the first pageview of a visit and is called the entry point, which is often not the home page. 

Entrance and exit rates are calculated metrics, which are the percentage of sessions that begin or end on a page. 

Earned media is content that is organically generated by other users and online publishers such as product reviews, social media following and sharing, and coverage by online news outlets. See owned media and paid media for other placement strategies. 

Direct traffic is website traffic from visitors who directly type the website’s URL into the browser. 

Digital media content is content developed for and disseminated through digital media channels. 

Digital media channels , in the context of marketing, is a channel used for disseminating information that is electronic in nature, such as the Internet, mobile networks, or social media. 

Data mining is the process of discovering patterns in large data sets involving methods at the intersection of machine learning, statistics, and database systems. 

Customer relation management (CRM) is an approach to manage a company’s interactions with current and potential customers. 

Cost per thousand impressions (CPM) is an online advertising term that refers to the price of one thousand ad impressions on one webpage. 

Cost per click (CPC) , also known as “pay-per-click” (PPC), is an online advertising payment method in which an advertiser pays for each time an ad is clicked. 

Cost per acquisition (CPA) , also known as “cost per action,” is an online advertising pricing metric that measures how much an advertiser pays for a specified acquisition (e.g., a sale, click, registration). 

Conversion rate refers to the percentage of visitors on your site who complete a target action that you wish visitors to take (a conversion). It is one of the most important indicators of a retail website’s success. 

A conversion is a target action you wish visitors to take.

Consumer privacy involves protecting sensitive personal information that consumers provide. 

Buzz marketing refers to a viral marketing technique that use social media and other media channels to generate a sudden surge of public attention to promote products and services. 

Business-to-business (B2B) refers to commerce transactions between businesses.

A (web) bot is a computer program that runs tasks automatically over the Internet in a way that simulates human activity. 

Big data refers to extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions. 

Basic metrics of website analytics include pageviews, sessions, users, time on page, entry, and exit. 

Banner blindness is a phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information, which can also be called ad blindness or banner noise. 

Average session duration is a calculated metric, which is the sum of time on a page for every pageview in the session

Average page depth is a calculated metric, which is calculated as pageviews divided by sessions. 

Ad impression is the point at which an ad is fetched from a server to be displayed on a page. 

Ad fraud is concerned with theory and practice of fraudulently representing online advertisement impressions, clicks, conversion, or data events in order to generate revenue. While ad fraud is more generally associated with banner ads, video ads, and in-app ads, click fraud has been associated with search marketing and conversion fraud with affiliate marketing. 

In earlier lessons, I mentioned how smart and mobile devices have profoundly impacted human lives, in general. In digital marketing, more specifically. According to Salesforce, 68% of the companies have integrated mobile marketing into their overall marketing strategy. And 71% of marketers believe mobile marketing is core to their business. In this lesson, I'll focus on three key questions, and we'll take a closer look at mobile marketing. First, we'll ask, what is mobile marketing? And second, what are the channels and key features of mobile marketing? And third, what are the advantages and limitations of mobile marketing? Let's begin with the basic concept of mobile marketing. As in the case of many emerging industries and practices, there is no clear and agreed upon definition to mark the boundaries of mobile marketing. But there is a definition that I think that captures the essence of this concept. According to Marketo, a leader in m

Let's now turn our attention to content marketing. A fast growing digital marketing strategy, that is particularly relevant to social media. Unlike traditional media platforms, on which the audience attention is primarily driven and held captive by the publishers and professional content producers, users of digital and social media can freely create, view and share information and content based on their own interests. As such, traditional forms of advertising can easily be ignored and filtered. So in addition to making the advertising messages more creative, more eye-catching, another strategy for marketers to engage consumers is through the interesting and original content tailored for their target audience. In the remaining time of this lesson, I want to discuss content marketing, and then the critical role of social media as a driving force behind this growing marketing trend. According to the Content Marketing Institute, content marketing is a highly strategic marketing appro