Chapter 12 - Digital & Social Media Marketing Flashcards
What is digital marketing?
The management and execution of marketing using digital electronic technologies and channels, and digital data about user/customer characteristics and behavior.
How have digital development changed marketers practice?
They are no longer in charge on communicated messages. There is higher transparency and less control for marketers of how messages are perceived and passed on.
What are characteristics of companies that integrate digital technology to their business?
- Digital initiatives fully integrated to strategic planning process
- Fail-fast-forward culture/mindset instead of waiting for perfection.
- Non-traditional organization structures and digital talent-acquisition programs
- Make decisions based on data and build capabilities to connect people.
What are the main types of digital marketing communications?
- Internet advertising
- Search marketing
- Email marketing
- Social media marketing
- Content marketing
- Mobile marketing
What is internet advertising?
Marketing communication that uses the internet for the purpose of advertising, regardless of what device is used to access it. Cheap, can be updated with minimal cost, can have rich formats, target specific groups.
What is Search marketing?
Search engine marketing is one of the main forms of internet advertising. Some methods are:
- Paid listings. Paying to appear at the top or search results for specific keywords.
- Contextual search. Ads appear on targeted websites based on the content of the webpage.
- Paid inclusion. Banned on google
- Site optimisation. Improving a website’s structure to maximise its listing in organic search engine results.
What is email marketing?
One of the most frequently used digital tools. Only send the message to those who have agreed to receive messages, which is a highly cost-effective form of digital marketing. Use of tracking systems help marketers see stats of the campaign. Customers are more likely to click when given a % discount instead of a cash sum.
What is social media marketing?
Use of the social web and media or any online collaborative technology for marketing activities. It includes both the creation and curation of corporate or brand profiles and content on social media and advertising. Top reason for using it is brand awareness, followed by customer acquisition.
How should social media marketing be evaluated?
- Set out campaign objectives; identify specific evaluation objectives that are aligned with overall marketing objectives and business goals.
- Identify KPIs that fit with the chosen objectives.
- Identify metrics to be used to assess the selected KPIs.
- Collect and monitor the metrics and KPIs from relevant social media channels. There is typically room here to make adjustments in the campaign in real time.
- Report results. Compile KPIs and metrics into a presentable format in which the overall campaign performance is assessed. Benchmarks such as previous performance or industry standards are often needed to draw conclusions.
- Make a decision based on the insights gained. Conclusions for future campaigns can be drawn based on the report, and it is possible to ascertain what changes are necessary to meet targets or if target benchmarks should be updated.
What is content marketing?
Brands create and spread content to consumers with the intention that the content will generate interest, engage consumers and influence behavior. Create content that has a value for the receiver to pull them closer to the brand.
What is mobile marketing?
Enables organizations to communicate and engage interactively with their audiences by means of any mobile device or network. Quick and inexpensive. Limitations on message content. App usability depends on user-friendliness, personalisation, speed, fun and omnipresence.
