Introduction to Marketing Flashcards
The use of new media or digital technology to achieve marketing goals through owned, paid, earned media.
Digital Marketing
Approaches digital marketing through the concept of initiating, integrating, and iterating actions
The DMI 3i methodology
- Pull strategy
- Attracts leads by providing helpful content
- Closely aligned with digital marketing
Inbound Marketing Characteristics
- Push strategy
- Uses volume and repetition to spread word of existence
- Associated with traditional and digital marketing
Outbound Marketing
Media Channels
Owned, Paid, & Earned
Website, blog, social media accounts are examples of
Owned Media
- Social media ads
- retargeting
- display ads
Paid Media Characteristics
- Word of mouth promotion
- mentions
- reviews
Earned Media Characteristics
Direct, Broadcast, Referral
traditional marketing activities
- Mailing/Brochures
- Flyers
- Coupons
Direct Marketing Activities
Cinema advertisement, Program sponsorship and Product placement are examples of
Broadcast activities
- Fidelity cards
- Word of mouth
- Discounts for sponsorships
Referral Marketing Activites
Characteristics:
- Outbound
- Passive Audience
- One-to-Many
- Mass
Traditional Marketing Characteristics
Characteristics:
- Inbound
- Active Audience
- One-to-One
- Individual
Digital Marketing
Illustrated by applying your customer engagement learnings to your digital marketing strategy.
Iterate (DMI 3i Principles)
