Concepts

Question 1

What is digital marketing?

Answer 1

The use of new media or digital technology to achieve marketing & business goals.

Question 2

What is outbound marketing?

Answer 2

• Begins with the brand advertiser pushing out a message to a specified target audience with the objective to drive awareness of a product or service.
• The more traditional way of doing marketing.

OUTBOUND = You have a message, you have an audience, and you are pushing that message to your audience.

Question 3

What is inbound marketing?

Answer 3

• Involves trying to pull your audience towards your content, brand, or service.
• About attracting people who are already interested in your product/service so they seek you out & engage.
• Potential customers find you through channels such as blogs, search engines, word of mouth, recommendations.
• Inbound marketing is the most important aspect to digital marketing as it allows you to attract customers who consider your content or service relevant to them.

Question 4

What is Drive Product Recall?

Answer 4

• Drive Product Recall: This is done by rapidly spreading word of the campaign product or service to target audience by using visual display banner and video formats multiple times to ensure people remember the product.
• In relation to Outbound Marketing.

Question 5

What is User Intent?

Answer 5

• User Intent: it is the audience who have the internal drive to take action to find your product.
• In relation to Inbound Marketing.

Question 6

What are the 3 types of media?

Answer 6

• Owned Media
• Paid Media
• Earned Media

Question 7

What is Owned Media?

Answer 7

Media that you create & manage.

Incorporates company’s own content, packaging, point-of-sale, and the people who come into contact with consumers.

Promotes your brand in a very personal way exhibiting your company’s values and highlighting what the product or company does.

Question 8

What is Paid Media?

Answer 8

Media or advertising you have paid for to drive banner & video visibility or clicks and traffic, to your product, website, or service.

Any form of media designed to promote your brand or content on internet for free (e.g. social media advertising, paid search, influencers, etc.).

You have control over where, when, and what is seen.

Question 9

What is Earned Media?

Answer 9

Free publicity generated by consumers, PR, influencers, etc. who speak about and share content related to your brand or product.

The ultimate goal for brands and digital marketers.

It’s about people interacting with your content without you having to put in the effort to drive traffic.

Comprises of shares, reviews, mentions, and reposts.

Creates credibility.