Foundations of Digital Marketing Flashcards
What will you learn?
1)Ways companies can build their brands, attract customers, and maintain relationships.
2)What goes into planning a digital marketing strategy.
3) Common channels and tactics.
4)
Brand
How does a business or organisation is perceived by the public.
Products and services
The things a business sells, like clothing, software, or entertainment.
Brand equity
The value consumers attribute to one brand’s offerings when compared with similar products from another brand.
Digital Marketing Strategy
A plan for achieving specific goals through online channels to support and advance business objectives.
Media mix
The combination of digital channels you use to reach your goals, and how you divide your budget among them
Plan an effective digital marketing strategy
1)Research your audience.
2)set goals.
3) Review existing media for gaps.
4) Select marketing channels.
5) Plan content.
6) Measure and analyse results.
Business Goals
Desired aims, achievements, or outcomes for a business.
Common Business goals
1) Increasing profits
2) Gaining new customers
3) Improving customer service
4) Raising Productivity
5) Launching new products or services.
Marketing Goals
Specific objectives in a marketing plan or strategy that should support a business’s larger aims.
Examples of Marketing Goals
1) Raising brand awareness
2) Increasing web traffic
3) Generating new leads
4) Driving sales or conversions.
Business Goal Example
“Grow our number of active customers by 25% over the next two years by adding five frequently-requested features to our software.”
Marketing Goal Example
” We will increase our lead generation by 40% in the next year by running upper-funnels ads that highlight our new features and increasing our mid-funnel budget by 20%.”
Recap
Business Goals are long-term that can impact a company at all levels. Marketing goals are specific to marketing efforts but should always contribute to business-wide aims.
Paid Media
Any form of digital promotion a brand pays to put online.
Paid Media examples
1) Banner ads
2) Video ads
3) Social media ads
4) Shopping ads
5) Pop-ups
Owned Media
All the digital content a brand fully controls.
Owned Media Examples
1) Website content
2) Blogs
3) eBooks
4) Social media content
5 Whitepapers
6) Case studies
Earned media
Positive digital exposure is generated through personal or public recommendations.
Earned media examples
1) Social media mentions
2) Blog posts
3) Written or video reviews
4) Positive press coverage
Paid media-2
Advertising you pay for, like banner or video ads
Owned media-2
Content a brand creates and controls, like website content, blogs, or case studies.
Earned media-3
Positive, customer-generated content that raises awareness and enhances a brand’s reputation.
Search engine optimization (SEO)
A set of practices designed to increase the quantity and quality of traffic to a website.
Search Engine Results Pages (SERPs)
The pages of results produced when someone performs a search.
SEO basics
1) Keyword research
2) Quality content
3) Website structure
Keyword research
The process of identifying standard search terms and phrases consumers use to find products or services online.
Serach engine marketing (SEM)
The Process of generating traffic to a website through paid ads that appear on search engine results pages.
Ad auction
How a search engine determines which ads to display and the order they’re shown when someone performs a search.
Pay-per-click advertising (PPC)
An advertising model where you pay only when someone clicks on your ad.
Cost-per-click (CPC)
The amount you pay when someone clicks on a PPC ad.
Remarketing
Allows you to identify previous customers or visitors to your website and serve them paid ads on other sites and social media platforms.
Social media marketing
Creating and publishing content for social media platforms to drive engagement and promote a brand or product.
Five pillars of social media marketing
1) Strategy
2) Planning and publishing
3) Listening and engagement
4) Analytics and reporting
5)Paid social media
Strategy
1) Know who your audience is and which social platforms they use.
2) Understand your goals.
3) Create effective, relevant content
Planning and publishing
1) When to post content.
2) How often to post content.
Social listening and engagement
1) Track and analyze conversations and mentions related to your brand.
2) Respond to and engage with customers.
Analytics and Reporting
1) Find out how content or campaigns are performing.
2) Communicate results.
3) Use insights to respond to trends or guide future strategies.
Paid social media
1) Expand a brand’s reach
2) Remarket products
3) serve ads to particular customer groups.
4) Grow their email lists.
Spam (junk mail)
Unwanted emails are sent out in bulk to a mass recipient list.
Email Marketing
When a brand sends messages to a list of existing subscribers to share information, drive sales, or create community.
Email Segmentation
Dividing an email subscriber list into smaller groups or segments based on criteria like interests, location, or purchase history.
Personalization
Customizing email content for individual subscribers.
Personalization example
1) Address each recipient directly.
2) Send promotions for special events.
3) Send messages that match where customers are in the marketing funnel.
4) Follow up on previous interactions.
Social listening
Social listening is the process of tracking and analyzing social media conversations and mentions related to a brand.
Review (Week 3)
1) Why digital marketing is essential for building a solid brand.
2) Basics of creating a digital marketing strategy.
3) Digital marketing tactics like Search engine optimization (SEO).
4) Search engine marketing (SEM), pay-per-click advertising (PPC), and display ads.
5) How companies engage with customers through social media.
6) How companies build relationships using email marketing.
Ad extension
A Google Ads that shows additional information about the business.
