Digital Marketing Flashcards
digital marketing d
use of digital technologies to create integrated, targeted and measurable communications which help to acquire and retain customers while building deeper relationships with them
what are 5 objectives of digital marketing *
sell, serve, speak, save, sizzle
explain digital marketing objective sell
can sell larger range online, objective to sell the products
explain digital marketing objective serve
customer service tool to add value, could engage in product development
explain digital marketing objective speak
communication with customers, could be for customers to contact the company
explain digital marketing objective save
using internet for cost reduction, could pass on to customers
explain digital marketing objective sizzle
brand engagement and buzz, reinforce brand values, extend brand online
what is the marketing mix
4 ps, product, place, promotion, price
how has digital marketing affected place
global, anytime, anywhere
how has digital marketing affected price
competitive pricing, price-comparison sites
how has digital marketing affected product
spatial separation (can’t touch or physically see product so must be represented well), eWOM
how has digital marketing affected promotion
alternative channels
explain benefits of digital marketing measurement
ability to measure (for ex people who look at your website and how they got there)
what are the benefits of digital marketing *
measurement,
personalisation,
engagement,
level playing field
explain benefits of digital marketing personalisation
lots of data about customers so can tailor messages
risks of digital marketing data protection
risk to have so much data about consumers (uber covered up leak)
example of why data protection is a risk when using digital marketing
uber covered up leak by paying off hackers
explain benefits of digital marketing engagement
easy to allow brands to engage with customers and allow customers to engage with them
explain benefits of digital marketing level playing field
very easy for consumers to compare prices online for similar products
what are the risks of digital marketing *
data protection,
poor execution,
exposure
explain risks of digital marketing poor execution
if done badly can have a negative effect on sales etc
explain risks of digital marketing exposure
online reviews if product bad can leave a company exposed
what is one thing a company can have complete and explicit control over (think about it not just remember)
their website
for marketers what do search engines offer the opportunity for
offer opportunity to get their products or services in front of online prospects at the moment they’re looking for them
