Introduction to Digital Marketing (1)

Question 1

What are the benefits of digital marketing

Answer 1

Interactivity- push (email), pull (customer search), information collection (Website)
Intelligence - monitor customers interests and profile them
Individualization - Personalise Web communications, Tailor email
Integration - using complimentary strengths of off-line and online

Question 2

What are objectives for digital marketing

Answer 2

Reach - Build awareness and drive activity to fulfillment channels
Act - Engage audience with brand on website or other online channel
Convert - Achieve conversion to marketing goals i.e. leads, sales, conversion rates
Engage - Build customer and fan relationships

Question 3

What are the 6 digital media channels

Answer 3

Search Marketing
Online PR (community PR)
Online partnership (Sponsorships)
Interactive ads (banner ads)
Opt in email 
Social media marketing

Question 4

what are the 3 online media types

Answer 4

Paid - Advertising
Owned - Websites, social media
Earned - Partner networks (social sharing, word of mouth)

Question 5

What are the 5 online presences

Answer 5

Transactional/ecommerce
Service information (Advisory services PWC)
Brand building
Media site (content - revenue by advertsing)
Social or community (sharing content)