Digital & Direct Marketing — Study Materials Flashcards

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Direct Marketing

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A targeted approach that uses individual customer records in a database to plan, execute, and measure marketing programmes. It emphasizes personalization, measurable responses, and long-term customer relationships.

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Direct Mail

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A direct marketing medium that delivers physical promotional material to identified customers or prospects. It enables personalization and can be tracked through unique codes or response mechanisms.

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Telemarketing

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Direct marketing conducted via phone that can be inbound (customer calls in) or outbound (agent contacts prospects). It provides immediate interaction and can be used for acquisition, surveys, or customer service.

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Customer Database

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A structured repository of individual customer records used for segmentation, targeting, and campaign measurement. It enables personalized communication and predictive analysis for response optimization.

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Customer Lifetime Value

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The projected revenue and profit a business expects from a customer over their entire relationship. CLV guides allowable acquisition and retention spend to ensure marketing remains profitable.

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Offer vs Proposition

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A proposition describes what the product promises to deliver, while an offer is the additional inducement (e.g., free DVD) to encourage immediate action. Both must be distinct and aligned for effective direct marketing.

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Digital Marketing

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Marketing that connects consumers and sellers electronically through digital channels like websites, email, and social media. It focuses on measurable, targeted, and interactive customer engagement.

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SEO

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Search Engine Optimization improves website visibility in organic search results by optimizing content, keywords, site structure, and technical factors. The goal is to attract more relevant unpaid traffic over time.

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SEM

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Search Engine Marketing uses paid advertising (e.g., PPC) to increase visibility in search results. It complements SEO by capturing immediate search intent through targeted bids on keywords.

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Content Marketing

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A strategic approach focused on creating and distributing valuable, relevant content to attract and retain a defined audience. The aim is to build trust, solve problems, and drive profitable customer actions over time.

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CRM

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Customer Relationship Management integrates data across interactions to build comprehensive user profiles and support retention strategies. It enables personalized email campaigns, recommendations, and churn reduction tactics.

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Geofencing

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A location-based marketing technique that creates virtual boundaries around geographic areas to trigger real-time offers or notifications when users enter them. It is useful for immediate, context-relevant promotions near stores or events.

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Subscription Model

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A revenue model where users pay recurring fees for access to content or services (e.g., Netflix). It provides predictable recurring income and opportunities for upselling and retention-focused features.

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Affiliate Advertising

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A model where publishers earn commissions by promoting third-party products via tracked links and referrals. Payments are based on leads or sales and scale with audience trust and traffic volume.

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Clickstream Data

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Aggregated analytics that record user navigation paths through a website or app, including clicks, pageviews, and cart actions. This data helps optimize UX, identify drop-offs, and improve conversion rates.

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Last-Click Attribution

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An attribution approach that assigns 100% credit to the final interaction before conversion. It is simple and common but can undervalue earlier touchpoints that influenced the buyer.

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Google Analytics 4

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GA4 is an event-based analytics platform that tracks user interactions across web and app, supports data-driven attribution, and includes predictive insights for churn and purchase. It is designed for cross-platform measurement and privacy-aware data modeling.