Introduction to Digital Marketing Flashcards
What is Digital Marketing?
Using digital formats and the internet, Digital Marketing is the use of new media or digital technology to achieve marketing and business objectives
What are the 2 most important principles in DM?
Inbound and Outbound marketing
What is the objective of outbound marketing?
Pushing out a message to a specified target audience to drive awareness of a product or service
What is “Drive product recall” ?
Spreading word to a target audience using tech such as display ads and video multiple times to ensure people remember the product
How is product recall achieved?
Through audience reach & repetition
What is Inbound marketing?
Pulling your audience towards your content
What are 3 types of media channels?
Owned, paid, earned
What are examples of owned, paid and earned media?
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
What are the benefits of including both traditional and digital marketing activities when creating marketing campaigns?
- Uses every audience’s point of contact
- optimises for scale & relevance
What are characteristics of traditional and digital marketing?
Traditional
Mass audience, passive audience, one to many and outbound/push marketing
Digital
Individual audience, active audience, one to one and inbound/pull marketing
What are the 3i principles?
Initiate, Iterate and Integrate
What is Initiate principle?
- 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
What is Iterate principle?
Testing and improving activity
What is integrate principle?
Firstly selling your strategy to get approval internally and then integrating your findings across digital channels
Name the digital channels available?
- Email and automation marketing
- Organic Search
- Pay per click advertising
- Website optimisation
- Display Advertising
- Content marketing
- Social Media marketing
What does PPC do?
Drives interested audiences to website landing pages
What does SEO do?
Increases visibility and searchability of online assets
What does Content marketing do?
Improves brand personality and likability
What does Social do?
Creates visibility and interactivity with an audience
What are the SMART Objectives?
Specific, Measurable, Achievable, Relevant, Time bound
What are the 3 data types of audience research?
Demographic, Psychographic, Behavioral
What are the characteristics of Demographic research?
Hard facts about the audience. Social, geographical and financial info that include things such as age, gender, income, occupation etc
What are the characteristics of Psychographic research?
Beliefs, goals & opinions which include interests, opinions, attitudes, values, lifestyle and personality
What are the characteristics of Behavioral research?
How people use your product, navigate your website and use different media that you use to advertise on
What are platforms to conduct audience research?
- Social Media
- Marketing research companies
- Survey providers
- Behaviour analytics platforms
In the context of audience research, what do the audience platforms provide?
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
Name Audience listening tools
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
What is Cultural research?
Investigating ways in which culture transforms and creates individual experiences, everyday life, social relations and power
What are the cultural influences?
Geographical, influential figures and movements, language and memes, historic and current news and Rules & mores
What are the benefits of cultural research?
exporting campaign successfully in other cultures, adapt the positioning to fit in a global context and prevent potential misconceptions or offensive content
What are some cultural research tools?
Social media conversations, audience research and dedicate platforms such as niche websites, influencer accounts, bloggers and forums.
What are the 3 competitor research insights?
Strategy, target market and message
What are competitive research platforms and what do they do?
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
What are the benefits of conducting Industry trend research?
Keeping up with the audience’s communication style and medium, identify market opportunities and plan the next marketing efforts
What are the tools to track industry trends?
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
