Digital Marketing In The Era Of AI Flashcards
What is Outbound Marketing?
A push strategy where content is pushed out to customers to get their attention.
Outbound marketing includes methods like advertisements, direct mail, and cold calling.
What is the primary goal of Outbound Marketing?
Generating demand and driving awareness.
This often involves showing ads to people who fit a certain profile.
What is Product / Brand Recall in the context of Outbound Marketing?
The idea that repeated exposure to ads creates awareness, leading customers to recall the brand when ready to purchase.
For example, seeing a raincoat ad during rainy weather increases the likelihood of recall.
What is a challenge associated with Outbound Marketing?
The mindset of the audience, as they are not actively looking for a service or good and may ignore ads.
This interruption can lead to lower engagement rates.
Why is repetition important in Outbound Marketing?
Repetition is key to ensuring the audience sees the ad multiple times.
This increases the likelihood of brand recall and consumer action.
What should Outbound Marketing focus on instead of reach?
Frequency, or how many times a person sees the ad.
Reach measures the total size of the audience that saw the ad.
What is the purpose of an Outbound Marketing strategy?
To start the customer journey.
Outbound marketing typically comprises a smaller part of the overall marketing budget.
What is Inbound Marketing?
A pull strategy where a customer actively looks for a product/service and digital marketing strategies are used to attract them.
Inbound marketing contrasts with outbound marketing, which seeks to push messages to consumers.
What is the purpose of inbound marketing?
To drive action from consumers and assist them in making decisions.
It focuses on providing valuable content and experiences tailored to the target audience.
How does a brand accommodate consumer needs in inbound marketing?
By building a website that meets consumer needs and including relevant hashtags.
This strategy helps consumers find the brand through search engines.
Why does inbound marketing usually have a larger budget in digital marketing?
Because it drives sales effectively.
Brands often allocate more resources to strategies that yield higher returns.
What is necessary for effective inbound marketing?
A comprehensive understanding of consumers’ search behavior.
This allows brands to anticipate consumer needs and preferences.
What ongoing activity is essential in inbound marketing?
Engaging in ongoing keyword research.
This helps brands understand the problems customers are trying to solve.
What are the three main categories of Digital Media?
Owned, Paid, Earned
What does Owned Media incorporate?
A company’s own content, packaging, point of sale, and people who come into contact with consumers
What are examples of Owned Media in digital marketing?
Website, mobile app, blog, social media profiles
What is Paid Digital Media?
Any media that you pay for, such as paid search, banner ads, video ads, and social media advertising
What is the purpose of Paid Digital Media?
To drive traffic to owned media and encourage new consumers to buy
What is Earned Media?
Free media generated by consumers through reviews and unpaid promotion by influencers
What does UGC stand for?
User-Generated Content
What does UGC include?
Reviews, recommendations, blogs, videos, and podcasts where users share their thoughts about the brand
What are the advantages of Owned Media?
- Cost efficiency
- Flexibility
- Longevity
- Power of developing a go-to platform
What are the advantages of Paid Media?
- Fast turnaround times
- Scalability
- Control over visibility
- Control over costs
What are the advantages of Earned Media?
- Organic
- Cost-effective
- Builds brand reputation
- Long-lasting impact
What is Direct Marketing?
Promoting and selling directly to the buyer from the manufacturer without any other media involved.
Examples include letters, mailing, coupons, and brochures directly to consumers.
Define Print media.
Physically printed media to reach target consumers.
Examples include posters, magazine ads, and billboards.
What is Broadcast media?
TV commercials, radio ads, cinema ads, and on-air radio mentions/recommendations.
This includes both traditional and digital broadcasting methods.
What does Referral marketing involve?
Promoting products or services to new customers through word of mouth and recommendations.
What is the main difference between Traditional and Digital Media?
Traditional media is mass communication, whereas digital media is direct to the individual.
How is Traditional media characterized in terms of audience engagement?
Traditional media is a passive form of communication.
What approach does Traditional media use to deliver its messages?
One-to-many approach.
What is the One to Many Approach?
The main aim of media was to spread one message to as many people as possible.
What is Ad-recall?
When people are not looking for it, you have to show your ad many times for people to remember it.
Why is Digital media considered more effective?
It is more effective at driving conversions and promoting action.
What is Audience Segmentation?
Identifying sub groups within the target audience
Contrast Mass media and Individual media.
Mass media is consumed in a group situation, while Individual media is customized to the individual.
What is an example of Individual media?
Search engines, social media, emails, apps where content is customized to the individual.
For instance, Google search results are personalized based on browsing history.
How do Passive and Active Audiences differ?
Passive audiences receive content on TV ads and ignore it, while active audiences can interact by clicking links, playing videos, or sharing content.
What is the significance of One-to-One marketing?
Marketers can personalize messages and create multiple versions for specific segments of their target audience.
What is the best approach to achieve digital marketing goals?
‘Test and grow’ approach
What are the steps in the ‘test and grow’ approach?
- Set objective
- Define audience + channels
- Launch and test
After launching a digital marketing campaign, what is important to do?
Test and monitor by running rigorous tests
What should be established before testing in digital marketing?
A clear hypothesis and large sample sizes
True or False: Previous expectations or biases should influence the testing process in digital marketing.
False
What is Artificial Intelligence (AI) in Digital Marketing?
AI can be defined as the theory and development of computer systems that perform tasks requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.
How does AI support digital marketing?
AI supports digital marketing by adapting keywords to real-time market changes and selecting specific ads or messages based on real-time customer inputs.
How does AI improve digital marketing efficiency?
AI improves efficiency by handling mundane tasks, allowing marketers to focus on strategic campaign dimensions.
What are some ways AI can help digital marketing strategists?
- Boost productivity through chatbots providing 24/7 solutions
- Drive efficiency by handling repetitious activities like data input and responding to FAQs
- Unearth insights by highlighting variances in traffic and engagement
- Predict target customers’ buying behavior and improve customer experience.
What role does AI play in personalizing campaigns?
AI personalizes campaigns for different target audiences, helping to attract potential customers and build loyalty with existing customers.
True or False: AI can teach new employees and exhibit creativity.
False
What does AI require to achieve needed results?
AI requires input from humans to achieve needed results.
What do humans know that AI does not?
Humans know the nuances of their products and customers.
What limitation does AI have regarding data access?
AI only has access to the digital data it is connected to.
What is a key concern related to bias in AI?
AI can inherit human biases present in data affecting objectivity of decision-making processes
AI may draw on data that contains racial, gender, or cultural stereotypes which AI will perpetuate.
What can inaccuracies in data lead to in the context of AI?
Faulty analyses and cost the business decisions if AI is working off of inaccurate data input
Mistakes in data can significantly impact the effectiveness of AI solutions.
What ethical dilemma can arise from the use of AI?
Dilemmas around customer privacy and data misuse
The ethical framework surrounding AI use is critical for maintaining trust and compliance.
What are the most common digital marketing channels?
Emails, pay per click, social media, website, optimisation, display and video ads, organic search and content marketing
What is Content Marketing ?
Pull strategy- content enables the consumer to discover the brands values and identify with the business and understand how the product service could solve the consumers needs
What is social media effective for?
Social media has awareness, consideration and conversion effects for e-commerce businesses, especially for low costs
Why is organic search important?
key for awareness, interest, consideration and conversion without media spend. SEO helps to make the brand and website more visible to people who search on Google
What is the SMART model used for?
To define objectives that will satisfy business and marketing stakeholders
What does S stand for in the SMART model?
Specific - make the objective, clear, and thorough, who what, when where why everyone should understand it
What does M stand for in the SMART model?
Measurable - make sure the objective is measurable such as key performance indications, cost per click, website visitor numbers
What does A stand for in the SMART model?
Achievable - make sure the goals are achievable within the time, budget and skill
What does R stand for in the SMART model?
Relevant - it is important to ensure that the digital marketing goes align with the business objectives
What does T stand for in the SMART model
Time- bound - To ensure there is a set amount of time that the goal has to be achieved in order to not waste more budget than needed
What is Audience Research?
the size, composition and characteristics of the audience
What is Audience Insights?
How they think, how they behave, how they engage with channels
What is the three key data needed for audience research?
Demographic, Psychographic, Behavioural
What is demographic data?
Age, generation, gender, location, income, occupation
What is psychographic data?
Lifestyle preferences, beliefs, ideas, more about the personality of the consumer
What is behavioural data?
Online activities and actions, shopping and researching, search engines, emails channels, buying habits and brand preferences
What is Audience Listening?
Broader monitoring what people say about your brand products or competitors in websites, blogs, news outlets
+ Track and monitor what consumers think about your good and service
+ Track competitors audience, innovation, product, launches
+ Development new idea for messaging, campaigning and advertising
+ Have the ability to change and adapt to meet the needs of the market trends
What is Social Listening?
To monitor conversations about your brand on social media
What is Competitor Research and why is it important?
It gives you insight into threats to be mindful of, and the new trend in the dynamic markets
What is Industry Trend Research ?
Provide insight into developments and potential disruptions taking place. It can help create marketing, trend and enable you to stay ahead of competitors.
What to consider in Industry Trend Research ?
-Disruptions in the industry, if a brand comes out with a cheaper version of an expensive product
-Technological advancement such as AI
-Shifting interest among influencers - importance in sustainability
Why is Cultural Research important?
to make sure there are no cultural misunderstandings or barriers between the message and success of your brand and the audience
How can AI help businesses make their competitor research more efficient ?
Competitor Analysis - AI has the ability to analyse vast amount of data efficiently and quickly using reviews websites and social media. This data can then be used together insight into pricing, marketing strategy and customer feedback.
How does AI use Sentiment Analysis ?
By analysing customer reviews of brands, using social media to collect sentiment data that gives insight into customer, feedback and satisfaction. It addresses what the customer likes and dislikes.
How does AI use Trend Analysis ?
AI can analyse historical data and figures to provide insight into patterns and trends. Businesses can use the data to predict an estimate their competitors next actions
How can AI use Pricing Analysis ?
AI can analyse the pricing strategies of competitors and compare it to the business.
This enables the business to adapt their pricing strategy to stay in competitive in a dynamic market.
How can AI be used for Industry Research ?
AI can carry out effective industry research by identifying trends, predicting disruption and analyse data set like financial reports, market analysis and social media data to identify emerging trends and market changes
What is Natural Language Processing (NLP)?
Can be used to extract relevant information from industry publications to identify market trends
How can AI be used for Chatbots ?
to analyse and ask questions about customer satisfaction / experience and analyse this data in real time. This enables the business to assess their customer service and improve it.
How can AI use NLP for industry research ?
AI can use sentiment analysis by NLP to identify customer feedback through reviews and social media and identify what the consumer likes and dislikes about the business
What are the stages of a Buyers Journey?
-Awareness
-Interest
-Consideration
-Conversion
-Retention
What is Awareness in a Buyers Journey?
When a potential customer becomes aware of a problem, they want to solve
What is Interest in a Buyers Journey ?
When the consumer is aware of your brand and service, and when you start building a more emotional connection with the consumer and putting your business at the forefront
What is Consideration in a Buyers Journey ?
The consumer now knows a bit about your brand and what you offer, and is considering their options
What is Conversion in a Buyers Journey ?
The consumer thinks you’re good/service is the best solution and has committed a valuable action to your business
What is Retention in a Buyers Journey ?
Continuing to engage with the consumer after they have purchased a product to maintain brand, loyalty and customer satisfaction
What channel is used to achieve marketing goals in the AWARENESS stage of a Buyers Journey ?
Visual and banner advertising - to raise awareness of the brand using outbound strategy
What channel is used to achieve marketing goals in the INTEREST stage of a Buyers Journey ?
Content marketing, attracts the consumers to learn more about your brand/service and why they would benefit from it
What channel is used to achieve marketing goals in the CONSIDERATION stage of a Buyers Journey ?
Social media and SCO enables you to create a real connection with the consumers make them aware of the brand and values and allow them to ask questions
What channel is used to achieve marketing goals in the CONVERSION stage of a Buyers Journey ?
Paid Search enables your brand to be the top of their search list, which is crucial for competitive advantage
What channel is used to achieve marketing goals in the RETENTION stage of a Buyers Journey ?
Email marketing and analytics to keep the consumer engaged and aware of the brand campaigns, sales and to keep them loyal
What is the evolution of the Buyers Journey?
Expose - TV ads, PR
Trigger - social media recom, emails
Exploration - website, SEO, PPC, SM posts
Evaluation - reviews sites, esperts, influencers, SM reviewing
Purchase - website + E-Commerce
Experience - YouTube how to, SMS, email loyalty
What is 360 Digital Marketing ?
When companies compliment their digital marketing strategies with traditional marketing strategies.
A holistic engagement strategy engaging in the consumer on all channels throughout their day
What are some advantages of 360 digital marketing?
+ Key customer touch points, engaging with the consumer on different channels which allows the consumer to resonates with the brand
+ Scale & relevance – both online and off-line allows the brand to raise awareness to way more and also interested and motivated consumers
+ Completes customer experience and Provides positive customer experience
+ Enables the company to measure results of traditional marketing, such as traffic to a website after a TV ad at 8 pm
