DM - ET Chapter 7 - Writing For Digital

cmarquardt94's version from 2016-11-24 23:34

Section 1

Question Answer
Above the fold The content that appears on a screen without a user having to scroll
Active verbA word that conveys action or behaviour, and in a Call to Action, tells a reader what to do.
AudienceThe group of people at which a marketing communication is targeted.
BenefitThe positive outcome for a user that a feature provides.
Call to Action (CTA)A phrase written to motivate the reader to take action (sign up for our newsletter, book car hire today, etc.).
Dynamic Keyword InerstionIn paid search advertising, this allows keywords used in searches to be inserted automatically into advert copy.
FeatureA prominent aspect of a product that is beneficial to users.
HTMLCode used to structure the information and features within a web page.
Keyword StuffingThe process of putting too many keywords into the meta data of the website or using many irrelevant keywords. Search engines can penalise websites using this practice.
Mass Customizationn Tailoring content for many individuals.

Section 2

Question Answer
Meta DataInformation that can be entered about a web page and the elements on it in order to provide context and relevant information to search engines.
PersonaA character created to define a group of readers in order to speak to them as though they were a unique reader.
Paid Serch Advertising Usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click of the advert.
Sender AliasThe name that is chosen to appear in the sender or ‘from’ field of an email.

Section 3

Question Answer
Search Engine Optimization (SEO)The process of improving website rankings on search engine results pages.
Search Engine Results Page (SERPS)The actual results returned to the user based on their search query.
Tone of VoiceThe register, formality and personality that comes through in the text.
Unique Selling Point (USP)The aspect that makes your offering different from your competitors’.

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