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Coursera Courses Notes > Foundations of Digital Marketing > Flashcards

Foundations of Digital Marketing Flashcards

1
Q

What will you learn?

A

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)

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2
Q

Brand

A

How does a business or organisation is perceived by the public.

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3
Q

Products and services

A

The things a business sells, like clothing, software, or entertainment.

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4
Q

Brand equity

A

The value consumers attribute to one brand’s offerings when compared with similar products from another brand.

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5
Q

Digital Marketing Strategy

A

A plan for achieving specific goals through online channels to support and advance business objectives.

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6
Q

Media mix

A

The combination of digital channels you use to reach your goals, and how you divide your budget among them

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7
Q

Plan an effective digital marketing strategy

A

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.

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8
Q

Business Goals

A

Desired aims, achievements, or outcomes for a business.

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9
Q

Common Business goals

A

1) Increasing profits
2) Gaining new customers
3) Improving customer service
4) Raising Productivity
5) Launching new products or services.

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10
Q

Marketing Goals

A

Specific objectives in a marketing plan or strategy that should support a business’s larger aims.

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11
Q

Examples of Marketing Goals

A

1) Raising brand awareness
2) Increasing web traffic
3) Generating new leads
4) Driving sales or conversions.

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12
Q

Business Goal Example

A

“Grow our number of active customers by 25% over the next two years by adding five frequently-requested features to our software.”

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13
Q

Marketing Goal Example

A

” 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%.”

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14
Q

Recap

A

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.

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15
Q

Paid Media

A

Any form of digital promotion a brand pays to put online.

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16
Q

Paid Media examples

A

1) Banner ads
2) Video ads
3) Social media ads
4) Shopping ads
5) Pop-ups

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17
Q

Owned Media

A

All the digital content a brand fully controls.

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18
Q

Owned Media Examples

A

1) Website content
2) Blogs
3) eBooks
4) Social media content
5 Whitepapers
6) Case studies

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19
Q

Earned media

A

Positive digital exposure is generated through personal or public recommendations.

20
Q

Earned media examples

A

1) Social media mentions
2) Blog posts
3) Written or video reviews
4) Positive press coverage

21
Q

Paid media-2

A

Advertising you pay for, like banner or video ads

22
Q

Owned media-2

A

Content a brand creates and controls, like website content, blogs, or case studies.

23
Q

Earned media-3

A

Positive, customer-generated content that raises awareness and enhances a brand’s reputation.

24
Q

Search engine optimization (SEO)

A

A set of practices designed to increase the quantity and quality of traffic to a website.

25
Q

Search Engine Results Pages (SERPs)

A

The pages of results produced when someone performs a search.

26
Q

SEO basics

A

1) Keyword research
2) Quality content
3) Website structure

27
Q

Keyword research

A

The process of identifying standard search terms and phrases consumers use to find products or services online.

28
Q

Serach engine marketing (SEM)

A

The Process of generating traffic to a website through paid ads that appear on search engine results pages.

29
Q

Ad auction

A

How a search engine determines which ads to display and the order they’re shown when someone performs a search.

30
Q

Pay-per-click advertising (PPC)

A

An advertising model where you pay only when someone clicks on your ad.

31
Q

Cost-per-click (CPC)

A

The amount you pay when someone clicks on a PPC ad.

32
Q

Remarketing

A

Allows you to identify previous customers or visitors to your website and serve them paid ads on other sites and social media platforms.

33
Q

Social media marketing

A

Creating and publishing content for social media platforms to drive engagement and promote a brand or product.

34
Q

Five pillars of social media marketing

A

1) Strategy
2) Planning and publishing
3) Listening and engagement
4) Analytics and reporting
5)Paid social media

35
Q

Strategy

A

1) Know who your audience is and which social platforms they use.
2) Understand your goals.
3) Create effective, relevant content

36
Q

Planning and publishing

A

1) When to post content.
2) How often to post content.

37
Q

Social listening and engagement

A

1) Track and analyze conversations and mentions related to your brand.
2) Respond to and engage with customers.

38
Q

Analytics and Reporting

A

1) Find out how content or campaigns are performing.
2) Communicate results.
3) Use insights to respond to trends or guide future strategies.

39
Q

Paid social media

A

1) Expand a brand’s reach
2) Remarket products
3) serve ads to particular customer groups.
4) Grow their email lists.

40
Q

Spam (junk mail)

A

Unwanted emails are sent out in bulk to a mass recipient list.

41
Q

Email Marketing

A

When a brand sends messages to a list of existing subscribers to share information, drive sales, or create community.

42
Q

Email Segmentation

A

Dividing an email subscriber list into smaller groups or segments based on criteria like interests, location, or purchase history.

43
Q

Personalization

A

Customizing email content for individual subscribers.

44
Q

Personalization example

A

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.

45
Q

Social listening

A

Social listening is the process of tracking and analyzing social media conversations and mentions related to a brand.

46
Q

Review (Week 3)

A

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.

47
Q

Ad extension

A

A Google Ads that shows additional information about the business.

Coursera Courses Notes (20 decks)

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