Intro to Digital Marketing Flashcards
Outbound Marketing
Brand advertiser pushing out a message to a specified target audience with the objective being to drive awareness of a product or service.
This is done by rapidly spreading word of the campaign product or service to the target audience using.
Audience reach and repetition.
Traditional Marketing
Harder to track
Inbound Marketing
Inbound marketing involves trying to pull your audience towards your content, brand, or service.
It is about attracting those people who are already interested in your product or service so that they seek you out and engage.
Reverse Marketing
Owned Media
media that you create and manage.
Incorporates a company’s own content, packaging, point-of-sale, and the people who come into contact with consumers.
Paid Media
Paid media comprises any form of media designed to promote your brand or content on the internet for a fee.
Media or advertising that you have paid for to drive banner and video visibility, or clicks and traffic, to your product, website, or service.
Earned Media
free publicity generated by consumers, PR, influencers, and people who speak about and share content related to your brand or product
Examples of Outbound Marketing
Visual Display banners, and video formats multiple times to ensure people remember the product.
Examples of inbound marketing
Blogs, search engines, email subscriptions, word of mouth, and online reviews/reccomendations
Digital Marketing comprises of 3 different media channels.
Owned media, paid media, and earned media.
Benefits of Owned Media
Cost efficiency
Flexibility
Longevity
Power of developing a go-to platform
Challenges of Owned Media
It can take time to build a reputation and trust that guarantees high levels of traffic to your digital assets.
Examples of Paid Media
Social media advertising, paid search, display adverts, or paid influencers
Outbound Paid Media
Useful for building awareness and generating familiarity, as it provides the basis for audience reach, ad repetition, and defined audience targeting.
Inbound Paid Media
Drives sales and conversions, like paid search
Earned Media
A piece of created content that people are engaging with and actively sharing with their friends because they view it as important, relevant, interesting, or even funny.
What does Earned Media comprise?
Earned media comprises shares, reviews, mentions, and reposts; for example, anything that allows your content to appear on people’s social media timelines.
Benefits of Earned Media
Creates Credibility
Organic
Tends to live longer than paid or owned media
Challenges of Earned Media
Can become difficult to control its direction
Can adopt unintended negative meanings
can be difficult to understand how effective it is in driving action or resonating with your audience
Traditional Marketing media includes
Direct Marketing
Outdoor
Print
Broadcast
Referral
What is Direct Marketing?
Promoting and sellign directly to the end buyer from the manufacturer with no other media owner involved.
This includes letters, flyers, coupons, brochures, and general any other print material delivered to a consumer’s mailbox or hand.
What is Print Marketing?
Advertising that uses physical printed media to reach consumer. and prospects
Examples: Newspapers, brochures, magazine ads
What is Outdoor Marketing?
Print in large scale
Ex: Billboards, bus stops, bus sides, building wraps and installations,
What is Broadcast Marketing?
On air-advertising. The primary revenue generator for commercial television and radio stations.
Ex: fil, TV product placement, program sponsorships, cinema, radio.
What is referral marketing?
Promoting products or services to new customers through referrals, usually by word of mouth
Ex: fidelity cards with vouchers and discount for sponsorship.
Features of traditional marketing
Outbound Marketing
Mass Audience
Passive Audience
One to Many
Features of Digital Marketing
Inbound Marketing
Individual Audience
Active Audience
One to One
Mass media
Medium consumed in a group situation
Such as watching TV with the family, listening to the radio with others in the car, or going to catch a movie in a full theater
Individual media
Individual experience
Social media, email and apps, where content is customized for the individuals.
Example of Passive Media (Audience)
When an ad is showing on TV, the audience has no means of responding to the message
Examples of Active Media (Audience)
Active media are any form of media where the consumer can physically engage with the content.
Ex: Facebook, Twitter, and Google. Consumers can share, comment on, like, tweet, and pin it.
One to One Messaging
a single message hat will deliver the same content to individuals
One to Many Messaging
Multiple version of the same message used to target users who profile definitely fit their target audience
What is the 3i Principles?
A methodology developed to help guide digital marketers towards achieving their goals. The 3 principles are Initiate, Integrate, and Iterate.
A ley system for devising, executing, and reflecting on your digital marketing activity to drive optimal performance.
Initiate
This principle states that he customer is the starting and finishing point for all digital activities: “Let the Customer Decide”.
Start with what the customer wants and work backwards towards your objective
Iterate
Testing and improving you activity now that you understand more about the audience, the channels they use, and how they view y9ru brand online.
Apply your learnings from customer engagements to improve performance.The more iterations taken, the more effective your campaign becomes.
You can adjust your campaign based on feedback. customer engagement, and data.
Integrate
The integrations stage is focused on two parts: selling your strategy to get approval from the organizations to move forward, and then integrating your findings and strategy across the different channels.
Rely on the data uncovered during the Initiate phase.
If applicable, think about how to integrate new channels into the existing processes and organization of your team.
What are the SMART objectives?
Specific
Measurable
Achievable
Relevant
Time-Bound
Audience Research
designed to establish the size, composition, and characteristics of a group of individuals that are or could be business potential customers.
Allows you to understand your customers and makes you more effective in delivering your strategy by catering to their needs.
Benefits of Audience Research
Ability to identify obstacles
Develop appropriate personalized content
Discover solutions that anticipate future needs
What are the three types of data you can gather when you conduct Audience Research?
Demographics, Psychographics and Behavioral
Demographic Data
Demographics are the hard facts about your audience.
Examples are:
Whether they are male or female
How old they are
What their profession is
Whether they are married
Where they live
Whether they go to college
Psychographics Data
Information pertaining to the lifestyle, ideas, and beliefs of the audience.
Examples can include:
Activities
Interests
Opinions
Attitudes
Values
Lifestyle
Loyalty
Behavioral Data
Information pertaining to the behavior of your audience toward specific situations.
Note: By observing what people do and how they behave online, you can understand the limitations of the user experience ad perception to improve your message and overcome obstacles.
Examples can include:
Online activities such as social media use
Website visits
Product and content use
Where they click
What the usual consumer path is on your site
Other relevant buying habits including brand preferences and product usage
Audience Listening
the process of monitoring what people are saying o digital media channels about your brand, your products, and competitors.
Audience Listening Tools
Social media, marketing research companies, survey providers, and Behavior Analytics platforms
Cultural Research
Cultural Research involves investigating the ways in which culture creates and transforms individual experiences, every day life, social relations, and power
Common Tools for Cultural Research
Social Media Conversations - keywords, FB Groups, Twitter Communities, hashtags and influencers
Research Firms - will conduct their own research on specific cultural groups and make it available for marketers.
Dedicated Platforms - Niche websites, influencer accounts, dedicated apps, bloggers, and forums
Competitive Research
Provides insight into what the competition is doing in terms of marketing, what their message and positioning is, how well they are received, what part of the market they are targeting, and the success they are achieving online
When conducting Competitive Research, what should you be looking for?
Strategy
Target Market
Message
When conducting Competitive Research, why should you look for strategy?
Understanding what media and content strategy your competition has adopted can help reduce friction and prevent overlapping
When conducting Competitive Research, why should you look for their target market?
Understanding their target audience can provide insights on your own target audience and how it should differ, based on how your product solves the problem for them.
When conducting Competitive Research, why should you look for their messaging?
Understanding their message will allow you to differentiate yourself from them. Brands with similar messages get less credit and visibility and bring confusion in consumers’ minds
What different platforms can you use to collect competitive insights?
Social Media
Competitor assets (competitions websites, quarterly reports, listening to their podcasts, participating in their online events, etc.)
Search
Content Analysis
Industry Trend Research
Monitoring changes and advancements that are taking place in and around and industry category in order to stay ahead of the competition.
What is the Porter’s Five Forces?
a competitive strategy that indicates that customer, suppliers, substitutes and potential entrants are competitors to companies within an industry.
What are the 5 Forces?
Industry Rival
Threat of Substitutes
Bargaining power of buyers
Bargaining Power of Suppliers
Barrier to Entry
In the 5 Competitive Forces, what is Industry Rivalry?
The degree of competition among existing firms
Intense competition leads to reduced profit potential for companies in the same industry
In the 5 Competitive Forces, what is the Threat of Substitutes?
The availability of substitute products that will limit your ability to raise prices.
In the 5 Competitive Forces, what is the Bargaining Power of Buyers?
the notion that powerful buyers have a significant impact on prices
In the 5 Competitive Forces, what is the Bargaining Power of Suppliers?
Powerful suppliers can demand premium prices and limit profit
In the 5 Competitive Forces, what are the Barriers to Entry?
The threat of new entrants
These act as a deterrent against new competitors
What are the benefits of conducting industry trend research?
- Keep up with audiences communication style and medium
- Identify market opportunities
- Plan next marketing effort
Tools to Track Industry Trends
Social Media monitoring
Marketing Research reports
Search Analysis
Academic Research
What is the Buyer’s Journey?
The process a consumer goes through before purchasing a product or service.
The Buyer’s Journey is divided into 5 Stages. What are they?
Awareness
Interest
Consideration
Conversion
Retention
What is the Awareness stage?
The moment when the consumer becomes aware of a problem they want to solve in their life and perceives your product ad as a potential solution.
What is the Interest Stage?
the moment when the consumer is looking for options that will help solve their problem
This is a quest for knowledge that translates into reading reviews, bog articles, social media, and ad product websites in order to gain s much info as possible.
What is the Consideration Stage?
The moment when the consumer knows your brand and thinks it might be a good fit for their needs or what they are trying to achieve.
What is the Conversion Stage?
The moment where he consumer is ready to buy your product or take action on your site.
What is the Retention Stage?
Once the consumer has used the product and is satisfied, it is crucial to provide added value and create a real relationship. Int his stage, you are addressing an already convinced consumer who think your product is great for them, but you still need to keep them satisfied and create a desire to come back to your product.
What is a 360 Marketing Campaign?
A campaign that covers the entire buying cycle, where every marketing medium is utilized in an integrated, consistent marketing and branding strategy.
A Marketing plan that is both online and offline, that includes everything that is being used by the consumer.
What are the benefits of a 360 Marketing Campaign?
Covers entire buying cycle
Uses every point of contact
Optimizes for scale and relevance
Implements both traditional and digital marketing
Enables you to effectively measure results
What Components of digital marketing fall under the Awareness and Interest stages?
Content Marketing
Display and Videos Advertising
Social Media Marketing
What Components of digital marketing fall under the Consideration and Conversion Stages?
Search Engine Optimization
Paid Search
What Components of digital marketing fall under the Retention Stage?
Email Marketing
Automation
Analytics
What is Website Optimization?
Website optimization is the art of creating and continuously improving websites to optimize the visitor experience, resulting in high visitor satisfaction, better user experience, and high repeat visit and conversion rates.
What is Content Marketing?
Content Marketing is the creation, publishing, and sharing of content with the aim of building brand reputation, awareness, and affinity
What is Social Media Marketing?
Social Media Marketing is a form of digital marketing that utilizes social networking platforms to increase brand/product exposure and cultivate relationships with consumers.
What is SEO?
SEO (Search Engine Optimization) is the process of getting traffic from the free, organic, editorial, or natural search results on search engines.
What is Paid Search?
Paid Search advertising means advertising within search results and paying only when the user clicks an ad.
What is Display and Video Advertising?
Video and display are awareness-generating digital channels that combine the science and precision of online audience targeting with the emotional engagement of audio/video and creative visual formats.
What is Email Marketing?
Email marketing is a commercial channel used to deliver advertisements, offers, education, and other marketing content directly to an interested user’s email inbox.
What is Analytics?
Web Analytics is the collection, measurement, analysis, and reporting of web data for purposes of understanding and optimizing web usage.
What is Digital Strategy?
Digital Strategy is the establishment of a set of practices and goals that guide your long-term digital objectives and operate across all digital channels that your customer utilizes.
Which of the Digital Marketing Tools are considered Outbound Marketing?
Social media marketing and Display and Video Advertising
Which of the Digital Marketing Tools are considered Inbound Marketing?
Paid Search, SEO, Content Marketing, and Email Marketing
What do project managers do?
Project managers guide projects from start to finish and ensure team members have what they need to get their work done.
Guide projects from start to finish
Facilitate communication
Manage conflict and time
Demonstrate excellent leadership skills
Develop subject matter expertise
What is the simple 7-step framework for managing projects?
- identify the project or campaign
- write a project brief
- develop goals and objectives
- get input from the team
- map out timelines and tasks
- start the project
- finish the project
Key Competencies of a Project Manager
Allocate resources
Manage Tasks
Time Management
Use project management tools
