Digital Marketing Academy

Doppelgänger brand image What is doppelganger brand image? A doppelgänger brand image is a family of disparaging images and stories about a brand that are circulated in popular culture by a loosely organized network of consumers, anti-brand activists, bloggers, and opinion leaders in the news and entertainment media.

Domain What is a domain? A domain name is the way to identify an internet address. A domain name is an identification string that defines a realm of administrative autonomy, authority or control within the Internet. Domain names are formed by the rules and procedures of the Domain Name System. Any name registered in the DNS is a domain name. 

Example: ProfessorEvidence.com; EvidenceN.com

Domain authority What is domain authority? Domain authority of a website describes its relevance for a specific subject area or industry.

This relevance has a direct impact on its ranking by search engines trying to assess domain authority through automated analytic algorithms.

The relevance of domain authority on website-listing in the SERPs of search engines led to the birth of a whole industry of Black Hat SEO providers, trying to fake an increased level of domain authority.

Display advertising What is display advertising? Display advertising is where a marketer pays to display their message in a dedicated space usually above, below or next to the content on a publisher's page.

One of the most common types of display ads are banner ads. Display advertising is advertising on websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. 

Digital marketing funnel is different from traditional funnels because digital marketing funnel is now known as the "customer journey." to fully understand digital marketing funnel, you first have to understand traditional marketing funnel. Lets first take a look at traditional funnel then digital marketing funnel.

Digital authenticity What is digital authenticity? The degree to which a product’s online promotion provides customers with a genuine portrayal of its origins, features, and benefits (as well as its limitations).

Authentic promotional campaigns typically focus on telling a story rather than making a claim. This story is usually connected to the brand in a genuine manner and provides customers with a sense that the brand has a purpose other than just making money.

Demographics What is demographics? Demographics is market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education. Companies use demographics to target customers more accurately.

Demographics can also be described as statistical data relating to the population and particular groups within it.

Demand Side Platform (DSP) What is demand side platform? A demand-side platform is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.

Data aggregators What is data aggregators? Data aggregators are companies that supply advertisers and publishers with data about users that may assist in a sale.

Data aggregators are data mining systems that spread business information online. They collect and share business data with a multitude of sources, including search engines like Google.