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Marketing > Digital Marketing > Flashcards

Digital Marketing Flashcards

1
Q

digital marketing d

A

use of digital technologies to create integrated, targeted and measurable communications which help to acquire and retain customers while building deeper relationships with them

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2
Q

what are 5 objectives of digital marketing *

A 
sell,
serve,
speak,
save,
sizzle
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3
Q

explain digital marketing objective sell

A

can sell larger range online, objective to sell the products

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4
Q

explain digital marketing objective serve

A

customer service tool to add value, could engage in product development

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5
Q

explain digital marketing objective speak

A

communication with customers, could be for customers to contact the company

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6
Q

explain digital marketing objective save

A

using internet for cost reduction, could pass on to customers

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7
Q

explain digital marketing objective sizzle

A

brand engagement and buzz, reinforce brand values, extend brand online

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8
Q

what is the marketing mix

A

4 ps, product, place, promotion, price

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9
Q

how has digital marketing affected place

A

global, anytime, anywhere

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10
Q

how has digital marketing affected price

A

competitive pricing, price-comparison sites

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11
Q

how has digital marketing affected product

A

spatial separation (can’t touch or physically see product so must be represented well), eWOM

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12
Q

how has digital marketing affected promotion

A

alternative channels

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13
Q

explain benefits of digital marketing measurement

A

ability to measure (for ex people who look at your website and how they got there)

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14
Q

what are the benefits of digital marketing *

A

measurement,
personalisation,
engagement,
level playing field

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15
Q

explain benefits of digital marketing personalisation

A

lots of data about customers so can tailor messages

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16
Q

risks of digital marketing data protection

A

risk to have so much data about consumers (uber covered up leak)

17
Q

example of why data protection is a risk when using digital marketing

A

uber covered up leak by paying off hackers

18
Q

explain benefits of digital marketing engagement

A

easy to allow brands to engage with customers and allow customers to engage with them

19
Q

explain benefits of digital marketing level playing field

A

very easy for consumers to compare prices online for similar products

20
Q

what are the risks of digital marketing *

A

data protection,
poor execution,
exposure

21
Q

explain risks of digital marketing poor execution

A

if done badly can have a negative effect on sales etc

22
Q

explain risks of digital marketing exposure

A

online reviews if product bad can leave a company exposed

23
Q

what is one thing a company can have complete and explicit control over (think about it not just remember)

A

their website

24
Q

for marketers what do search engines offer the opportunity for

A

offer opportunity to get their products or services in front of online prospects at the moment they’re looking for them

25
Q

what does SERP stand for

A

search engine results pages

26
Q

what is search engine optimisation

A

refining your website using both on-page and off-page (mentioned on other websites) practices to achieve a high organic listing in the SERP (search engine results page)

27
Q

what is SEO

A

search engine optimisation

28
Q

what is pay per click

A

paying when a user clicks-through to your website as a result of a sponsored listing in the SERP (you pay google to be higher up the search engine results page)

29
Q

what is e-mail marketing

A

lets you deliver your message directly to people who want to hear from you

30
Q

what is split testing

A

where slightly different versions of e-mails are sent to see which one is more effective in achieving the goal you want to achieve

31
Q

what is user generated content

A

when you get users to send in photos or reviews

32
Q

why is user generated content good

A

allows your most passionate customers to become brand advocates and allows brands to connect with customers in an authentic way, also consumers consider it to be more trustworthy than branded content

33
Q

what is a good way of harnessing digital technologies

A

youtube bloggers

34
Q

without a clear strategy for digital marketing what might happen

A

may miss an important opportunity,

could be left behind by competitors

35
Q

what will having a clearly defined strategy help

A

keep you focused,
ensure your efforts are focussed on elements of digital marketing that are more relevant to your business,
ensure you’re targeting the right people

36
Q

Another example of why have to data protect (digital) **

A

PlayStation network hack so bad that had to fully rebrand the name and lost lots of market share to Xbox

Marketing (17 decks)

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