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Digital Marketing Pro > Introduction to Digital Marketing > Flashcards

Introduction to Digital Marketing Flashcards

1
Q

What is Digital Marketing?

A

Using digital formats and the internet, Digital Marketing is the use of new media or digital technology to achieve marketing and business objectives

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2
Q

What are the 2 most important principles in DM?

A

Inbound and Outbound marketing

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3
Q

What is the objective of outbound marketing?

A

Pushing out a message to a specified target audience to drive awareness of a product or service

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4
Q

What is “Drive product recall” ?

A

Spreading word to a target audience using tech such as display ads and video multiple times to ensure people remember the product

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5
Q

How is product recall achieved?

A

Through audience reach & repetition

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6
Q

What is Inbound marketing?

A

Pulling your audience towards your content

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7
Q

What are 3 types of media channels?

A

Owned, paid, earned

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8
Q

What are examples of owned, paid and earned media?

A

Owned
Social Media acc, Website, Blog
Paid
Retartgeting, Display advertising, Social Media advertising and Paid Search
Earned
Shares, reviews, mentions, reposts and word of mouth

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9
Q

What are the benefits of including both traditional and digital marketing activities when creating marketing campaigns?

A
  • Uses every audience’s point of contact

- optimises for scale & relevance

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10
Q

What are characteristics of traditional and digital marketing?

A

Traditional
Mass audience, passive audience, one to many and outbound/push marketing

Digital
Individual audience, active audience, one to one and inbound/pull marketing

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11
Q

What are the 3i principles?

A

Initiate, Iterate and Integrate

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12
Q

What is Initiate principle?

A
  • Customer is the starting and finishing point of all digital marketing activities.
  • Discovering what customer wants and then work backwards through your strategy to your objective
  • Use customer research to understand customer
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13
Q

What is Iterate principle?

A

Testing and improving activity

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14
Q

What is integrate principle?

A

Firstly selling your strategy to get approval internally and then integrating your findings across digital channels

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15
Q

Name the digital channels available?

A
  • Email and automation marketing
  • Organic Search
  • Pay per click advertising
  • Website optimisation
  • Display Advertising
  • Content marketing
  • Social Media marketing
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16
Q

What does PPC do?

A

Drives interested audiences to website landing pages

17
Q

What does SEO do?

A

Increases visibility and searchability of online assets

18
Q

What does Content marketing do?

A

Improves brand personality and likability

19
Q

What does Social do?

A

Creates visibility and interactivity with an audience

20
Q

What are the SMART Objectives?

A

Specific, Measurable, Achievable, Relevant, Time bound

21
Q

What are the 3 data types of audience research?

A

Demographic, Psychographic, Behavioral

22
Q

What are the characteristics of Demographic research?

A

Hard facts about the audience. Social, geographical and financial info that include things such as age, gender, income, occupation etc

23
Q

What are the characteristics of Psychographic research?

A

Beliefs, goals & opinions which include interests, opinions, attitudes, values, lifestyle and personality

24
Q

What are the characteristics of Behavioral research?

A

How people use your product, navigate your website and use different media that you use to advertise on

25
Q

What are platforms to conduct audience research?

A
  • Social Media
  • Marketing research companies
  • Survey providers
  • Behaviour analytics platforms
26
Q

In the context of audience research, what do the audience platforms provide?

A

Social Media - identifies the audience’s interests
Marketing research - provides 3rd party analysis of specific topics
Surveys - Collects specific data related to your product or trends you interested in
Behavioural analytics - Gathers data around online activity

27
Q

Name Audience listening tools

A

Social Media - Hootsuite, Hubspot, Social Intel, Nuvi and Affinio

Market Research - PRIZM, eMarketer, Euromonitor, Nielsen and Spark

Surveys - Survey Monkey, Qualtrics, Zoomerang, AYTM

Behavioural Analytics - Google search data

28
Q

What is Cultural research?

A

Investigating ways in which culture transforms and creates individual experiences, everyday life, social relations and power

29
Q

What are the cultural influences?

A

Geographical, influential figures and movements, language and memes, historic and current news and Rules & mores

30
Q

What are the benefits of cultural research?

A

exporting campaign successfully in other cultures, adapt the positioning to fit in a global context and prevent potential misconceptions or offensive content

31
Q

What are some cultural research tools?

A

Social media conversations, audience research and dedicate platforms such as niche websites, influencer accounts, bloggers and forums.

32
Q

What are the 3 competitor research insights?

A

Strategy, target market and message

33
Q

What are competitive research platforms and what do they do?

A

Social media
Source of insights, conversations, hashtags, mentions, reviews and comments. You can use tools to monitor what people are saying about your competition that includes Twitter, Feedly and Brandwatch

Competitor assets
Provides competitor websites, downloading white papers, listening to webcasts and participating in online events that allow you to understand how they position themselves. You can also use Alexa to understand where their traffic is generated

Search
Analysing searches and you can use tools such as SEMrush or SpyFu to monitor their rankings

Content Analysis
To understand their media strategy. You can follow their newsletter with Owletter and Kompte to track website changes

34
Q

What are the benefits of conducting Industry trend research?

A

Keeping up with the audience’s communication style and medium, identify market opportunities and plan the next marketing efforts

35
Q

What are the tools to track industry trends?

A

Social media monitoring - Tweetdeck, Google trends and Twitter

Market research reports - Euromonitor, eMarketer, Qualtrics, Nielsen, Crimson, Hexagona and PWC

Search analytics - Keywords using Google ads and Google trends

Academic research - scholar research such as MIT, Harvard, Oxford etc and databases such as Google Scholar or Base

Digital Marketing Pro (2 decks)

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