INTRODUCTION TO DIGITAL MARKETING M1 Flashcards
What is Outbound Marketing And Inbound Marketing
Outbound
Outbound marketing begins with the brand advertiser pushing out a message to a specified target audience with the objective being to drive awareness of a product or service.
Inbound
Inbound marketing is the exact opposite; it’s almost like reverse marketing. Inbound marketing involves trying to pull your audience towards your content, brand, or service.
What Are the three types of media
Owned media is the media that you create and manage.
Paid media is 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 is free publicity generated by consumers, PR, influencers, and people who
speak about and share content related to your brand or product. Earned media is generated
either in response to content you’ve shared, or via voluntary mentions; in many cases, these
people will be your brand advocates and will actively promote your brand because they like
you!
what are the 3i PRINCIPLES
Initiate
The initiate principle of digital marketing states that the customer is the starting and finishing point for
all digital activities. The core of this principle can be summed up as: ‘Let the customer decide’.
Iterate
Iterate emphasizes the importance of tweaking a digital marketing campaign in response to user
interaction. In short, the more iterations undertaken, the more effective the campaign becomes as
you seek to adjust and scale based on feedback, customer engagement, and data.
Integrate
The integrate principle is about taking your efforts across digital channels to drive an outcome that is
greater than the individual channels on their own. This also involves integrating both digital and any
traditional marketing efforts in a unified way into your overall marketing campaign strategy.
what are the SMART OBJECTIVES
Specific Measurable Achievable Relevant Time-bound
What are the 3 Data Types
Demographics Demographics are the hard facts about your audience Some examples of facts would be: 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 are much more detailed and complex. They can uncover anything that your
audience might be interested in: their beliefs, life goals, or opinions. It’s about gaining a deep
understanding of your audience’s aspirations so that, when you talk to them, you are speaking a
language that resonates with what they really want.
Psychographics can include: activities, interests, opinions, attitudes, values, lifestyle, and loyalty. It’s
about their lifestyle, their personality. For instance, maybe you want to reach someone that’s 21 years
old and works as an accountant, but also loves basketball.
Behavioral data
This is about how people use your product, or even how they navigate on your website, and how
they use the different media that you want to use as your marketing channels. Behavioral data 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
what are the Stages of the buyer’s journey
Awareness: Being aware of your company
Consideration: Researching how your company fits in their life
Conversion: Making a purchase decision, or taking action
Awareness: To communicate a benefit, and tell them about a brand, product, event, or offer
Interest: To increase emotional engagement
Consideration: To bring your company to the forefront of the choice
Conversion: To convert intent into action
Retention: To make the consumer feels special and increase the chances of
recommendations
Components of digital marketing
Content Display and video advertising Social media marketing Paid search Search engine optimization Email marketing Automation Analytics
What are the 7 types of digital channels available to marketers today?
Email and automation marketing Paid search (PPC) Organic search (SEO) Website optimization Display advertising Content marketing Social media marketing
What are the three types of data:
Demographic:Are the hard facts about your audience. Some examples of facts would be: 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: Are much more detailed and complex. They can uncover anything that your audience might be interested in: their beliefs, life goals, or opinions. It’s about gaining a deep understanding of your audience’s aspirations so that, when you talk to them, you are speaking a language that resonates with what they really want.
Behavioral: This is about how people use your product, or even how they navigate on your website, and how they use the different media that you want to use as your marketing channels.
Behavioral data 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
What are the benefits of a 360 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
