9. digital first marketing Flashcards
What is digital advertising?
the use of online and digital channels to deliver promotional messages, advertisements, and marketing content to target audiences
give some examples of digital advertising techniques.
email ad
interactive billboards
SMS text messaging
podcast ad
many more
what are some advantages of digital marketing?
- cost
- reach
- accountability
- engagement
- personalization
- 24/7 service
- creative scope
what is search engine advertising?
-entails bidding for keywords
-when these keywords are included in a search term, the bidder’s ad features near thee top as a ‘sponsored link’
what does PPC stand for in terms of search engine advertising?
Pay Per Click
when the link is clicked on by the user, the advertiser pays the search engine
what does SEO stand for?
search engine optimization
what are organic search results?
search results that are not paid for
what is retargeting?
based on tracking user web behaviour with digital cookies.
retargeting users with repeat from the same source
ie. if the user looks at a website and then looks at a competitors website, the original website will retarget the user with repeat ads to try and get them to buy from the first source they looked at
content: hero, help and hub
define hero
Hero: stand out entertaining content that attracts views and shares because it is highly engaging
ie. viral video content or stand out creative ads
content: hero, help and hub
define help
help: search content that provides useful info such as journey routes, cooking recipes, car maintenance tips etc.
content: hero, help and hub
define hub
Hub: a site that is a default go-to site for many users
ie. your favourite news website
