Digital Marketing Definitions – F

Digital marketing and thus the digital marketing terminology and digital marketing definitions are constantly changing.

This is a page of key digital marketing terms and definitions beginning with the letter F.

F Terms

Facebook– With over 60 million active business pages using this platform, Facebook is an undeniably huge player in the social media world and a greatly recommended tool in getting your business on the map.

Focus Group(s) – A way to gather qualitative research about users or customers by gathering them in a group, physically or virtually, and asking guided questions or exercises; learn more about behaviours, values, beliefs, desires or reactions to concepts; in recruiting, often preferable to have multiple, varied, homogeneous groups to encourage free discussion and then compare results across groups; focus groups are small by nature and can gather more in-depth information than a questionnaire or other methods; data is not always representative across all users or customers, unless well-designed with variety of users or customers, or desired users / customers.

marketing technique focus group discussion notes

Focus groups may include brainstorming, concept testing, workflow mapping.

Four Ps (or the Seven Ps) – Product (or Service), Price, Place (i.e. distribution), Promotion

Product – the item / service that satisfies a customer / user demand and all its features and benefits

Price – what customer / user exchanges for the product – setting or changing price is part of overall business and marketing strategy; for nonprofits this might include a membership fee, prices on items sold for fundraising, the time or resources given up in exchange for a service, the action requested by a cause, the other ‘costs’ for using a service or attending an event (e.g. hard to get transportation to the library or an event, so ‘cost’ too high to attend).

Place – how and where the user / customer gets the product; marketing via changes in Place might include adding a new location, increasing hours, adding a store at a seasonal location, taking services to community, live-streaming an in-person event or changing your website, adding a donation button online.

Promotion – the methods (channels) of communication to a user/customer about the product and its price and place (i.e. tactics; advertising, public relations, sales, sales promotions, etc.).

Some marketing experts and teachers have expanded this to more Ps and to cover services and service-based organisations :

Physical evidence (that service was performed or delivered),

People (the employees delivering the service and way they do so), 

Process (systems that affect delivering service).

The 7Ps of Marketing; the Marketing Mix components

The 7Ps of Marketing; the Marketing Mix components

Followers – The people who have actively chosen to continuously see the content you post on your pages. The more followers the merrier from a marketing point of view!

Funnel –  The process or ‘journey’ of a prospective user / customer / donor through phases or levels of commitment, from a lack of awareness to greater awareness and trust, towards a purchase, donation or otherwise becoming a customer or user.

The wide, top of the funnel is where someone has the least awareness of your organisation or its services and the lowest level of commitment; the narrow, bottom of the funnel represents the smaller number of people who are aware of the organisation, become its fans and have made a greater commitment. Marketing actions are taken to bring people through the funnel, with the understanding that not everyone filters down to the bottom or tip.

Different marketing strategies and tactics may be used at different stages of the funnel.

e.g. Top of Funnel = build awareness, educate; get people to follow you on social media or Like a post; Middle of the Funnel = more engagement, deeper connections and trust; encourage small (often non-cash) donations, sign-up for a newsletter, interact more on social media; Bottom of the Funnel = aware, engaged, believe in your mission and ready to take further steps to support you or use services; meaningful investment of time or money, volunteering, event registrations, monetary donations

marketing funnels examples

Frequency – The number of times a person, household or other member of a target audience is exposed to media or paid ads over a specific time period; in paid advertising it’s considered necessary for a customer to be exposed to ad multiple times in a campaign for it to be considered effective, but there are also caps because too high a frequency is unhelpful.

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This page is part of the A to Z of digital marketing series.