Foundations of Digital Marketing

Question 1

What will you learn?

Answer 1

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)

Question 2

Brand

Answer 2

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

Question 3

Products and services

Answer 3

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

Question 4

Brand equity

Answer 4

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

Question 5

Digital Marketing Strategy

Answer 5

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

Question 6

Media mix

Answer 6

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

Question 7

Plan an effective digital marketing strategy

Answer 7

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.

Question 8

Business Goals

Answer 8

Desired aims, achievements, or outcomes for a business.

Question 9

Common Business goals

Answer 9

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

Question 10

Marketing Goals

Answer 10

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

Question 11

Examples of Marketing Goals

Answer 11

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

Question 12

Business Goal Example

Answer 12

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

Question 13

Marketing Goal Example

Answer 13

” 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%.”

Question 14

Recap

Answer 14

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.

Question 15

Paid Media

Answer 15

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

Question 16

Paid Media examples

Answer 16

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

Question 17

Owned Media

Answer 17

All the digital content a brand fully controls.

Question 18

Owned Media Examples

Answer 18

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

Question 19

Earned media

Answer 19

Positive digital exposure is generated through personal or public recommendations.

Question 20

Earned media examples

Answer 20

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

Question 21

Paid media-2

Answer 21

Advertising you pay for, like banner or video ads

Question 22

Owned media-2

Answer 22

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

Question 23

Earned media-3

Answer 23

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

Question 24

Search engine optimization (SEO)

Answer 24

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

Question 25

Search Engine Results Pages (SERPs)

Answer 25

The pages of results produced when someone performs a search.

Question 26

SEO basics

Answer 26

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

Question 27

Keyword research

Answer 27

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

Question 28

Serach engine marketing (SEM)

Answer 28

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

Question 29

Ad auction

Answer 29

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

Question 30

Pay-per-click advertising (PPC)

Answer 30

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

Question 31

Cost-per-click (CPC)

Answer 31

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

Question 32

Remarketing

Answer 32

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

Question 33

Social media marketing

Answer 33

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

Question 34

Five pillars of social media marketing

Answer 34

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

Question 35

Strategy

Answer 35

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

Question 36

Planning and publishing

Answer 36

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

Question 37

Social listening and engagement

Answer 37

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

Question 38

Analytics and Reporting

Answer 38

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

Question 39

Paid social media

Answer 39

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

Question 40

Spam (junk mail)

Answer 40

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

Question 41

Email Marketing

Answer 41

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

Question 42

Email Segmentation

Answer 42

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

Question 43

Personalization

Answer 43

Customizing email content for individual subscribers.

Question 44

Personalization example

Answer 44

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.

Question 45

Social listening

Answer 45

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

Question 46

Review (Week 3)

Answer 46

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.

Question 47

Ad extension

Answer 47

A Google Ads that shows additional information about the business.