Learning objective for Unit 2 Flashcards
Describe what digital marketing is.
Digital marketing is data driven marketing with the use of the internet and technology.
It involves the marketing of products and services, or promoting marketing messages mainly on the internet, but also via mobile devices, display advertising, social media, search engines and any other digital channels to reach consumers.
Outline key elements, concepts and terms in digital marketing.
- SEO: Search Engine Optimisation
- SEM: Search Engine Marketing
- PPC: Pay-Per-Click Campaign
- Content Marketing
- Engaging Website Design
- SMM: Social Media Marketing
- Email Marketing
- Affiliate Marketing
- Digital Advertising
Explain the benefits of digital marketing.
- Global Reach:
By channeling a corporation’s marketing efforts online, a global audience can be reached. (Consumers world-wide have easy access to the internet) - Lower Cost:
Digital marketing allows companies to reduce their cost in the marketing efforts as they can consolidate their efforts on a global basis. - Trackable:
With each click and interaction by the audience on online advertisements, companies can track the effectiveness of their marketing campaign. - Measurable:
A campaign’s reach, engagement and conversion is easily obtained and allows digital markets to better judge the campaign’s success. (gauge the success of each marketing campaign) - Personalisation:
Companies can categorise and segment their target markets and craft out personalised content and promotions for each segment with ease. (Personalise content to the different types of audience) - Build Customer Loyalty:
By knowing customers’ data, firms can build customer loyalty by crafting different promotions and rewards based on the customers’ habits. - Social Currency:
It refers to the extent a company’s information is being shared by consumers as part of their everyday social lives either at home or at work. It allows companies to create identities and gain access to interact with their consumers. - Improved Conversion Rates:
With an ability to directly link the marketing campaign with an immediate call to action button, marketers can greatly increase the chances of customer conversions.
Describe digital marketing models and approaches that influence consumer purchase behaviour and decisions.
Digital marketing models:
(TMF, CDJ, MOT)
- The Marketing Funnel:
It is a visualisation for understanding the process of turning leads into customers, as understood from a marketing and sales perspective. - Consumer Decision Journey: In this digital age, consumers form impression of brands from touch points such as advertisements, news reports, conversations with family and friends, endorsements by celebrities and popular bloggers, and product experiences.
- Moment Of Truth (MOT): MOT in marketing, is the moment when a customer/user interacts with a brand, product or service to form or change an impression about that particular brand, product or service.
Explain the digital marketing campaign process.
Digital marketing campaign process:
Step 1: Define Goals
a) brand awareness
b) follower growth
c) conversions
d) lead generation
Step 2: Define the Target Market
Choosing the people a firm wants to focus on. A successful digital marketing campaign has a well-defined audience carefully crafted by the business owner.
Step 3: Develop Buyer Personas
Firms need to create a buyer persona for their brand. Describe this person in detail –what they do for a living, their annual income, family situation, age, likes and dislikes. This is a short summary of an ideal customer for the business.
Step 4: Define the Budget
The budget will serve as a basis on what to do with its marketing efforts, and provide an overview of the resources to allocate the funds/money with.
Step 5: Choose the Channels to Use
In a digital marketing campaign, firms should utilise many channels. A B2B company should also not be using the exact same channels as a B2Ccompany. Firms should choose the channels they want to use based on the nature of their business.
Step 6: Do Keyword Research for SEO and PPC
Firms planning on running Google Ads (PPC) or optimising their website for search engines optimisation (SEO) will need to do some keyword research. Keywords are words that users type into search engines in order to find a product or service or answer a question.
Step 7: Set up Ads on Social Media Platforms
Once the research is completed and goals set, firms can jump into social media advertising. Wherever they decide to advertise (Facebook, Instagram, Pinterest, LinkedIn, Twitter), firms will need to create engaging advertisements that resonate with their audience.
Step 8: Manage Social Media Profiles
Follower growth and reputation management are two management techniques to use.
Step 9: Formulate an Email Marketing Strategy
Email marketing can be incorporated with the social media side of a campaign. Social media can be used to collect emails, which a firm can then use to build a lookalike audience for its campaign.
Step 10: Set Up Remarketing
Remarketing tools should be used throughout a digital marketing campaign, as it allows firms to capture sales that they might have otherwise lost.
Describe customer relationship marketing (CRM) initiatives.
CRM initiatives is a technique based on client relationships and customer loyalty. By using customer data and feedback, companies using this marketing strategy develop long-term relationships with customers and develop laser-focused brand awareness.
Describe the need for digital engagement and enhancing user experience (UX) to build profitable customer relationships.
- Quality Content Development.
Customers are more likely to purchase from a company once they have read its content. High-quality and consistent content help the audience connect with the firm, and gives them information they need to make an educated purchasing decision. - Content Management Systems (CMS)
CMS helps website owners to ensure that their website look fresh and lively. CMS keeps content smart and sharp. - Digital Experience Platforms (DXP)
These software solutions are designed to engage users by rapidly building websites, applications, and portals. These tools also contain systems for managing content, media, and other collateral. - Omni-Channels
Omni-channel is a multi-channel sales approach that provides the customer with an integrated customer experience. The customer can be shopping online from a desktop or mobile device, or by telephone, or in a bricks and mortar store and the experience would be seamless.
Describe types of key digital marketing platforms.
(B, SMMP, VSP/VHS)
- Blogs
The term “blog” originally came from the word “weblog”, and grew out of its origins as an online diary. A blogger is therefore someone who blogs, or writes content for a blog, and blogging is the act of writing a post for a blog. Popular blogs are a useful source of content for consumers. - Social Media Marketing Platforms
In what has become the most popular platform for Digital Marketing, it is imperative that companies have a social media presence. Common platforms include Facebook, Instagram, Twitter, Snapchat, Pinterest, and within China, TikTok, Weibo and WeChat are very popular. - Video-Sharing Platforms/ Video Hosting Services
Websites that allow people to upload and share their video clips to either an open audience or to select approved accounts.
Describe types of key media platforms.
(O, S, T, C)
- Owned Media
Includes all of the content and information a firm publishes on platforms it owns: Key marketing characteristics of owned media include:
Full control and discretion over content published.
Extends the firm’s own brand.
Tends to have a smaller reach.
Encompasses any information the organisation creates - Social Media
Social media is a communication platform where anyone, individual or organisation communicates, creates and shares information. Key characteristics of social media includes/consists of:
Communications and commentary.
Any format such as text, photographs, images, videos, audio, presentations and PDFs. - Third-Party Media
Third party media exists for the sole purpose of creating and distributing information. Many are run in order to generate revenues, most commonly in the format of advertising. Key characteristics of third party media:
Tends to have broader (or mass) reach and a greater level of authority than other media formats.
Has established editorial function and point of view.
Presents content created or at least edited by trained professionals who are compensated for their work. - Curated Media
Curated media consists of information targeted at an audience where the information presented tends not to be original to the entity. The content is aggregated and organised by a human curator and/or via a computer algorithm. Key characteristics of curated media:
Curated media falls into 3 categories.
- Search. While many businesses work to get their information to appear on the first page, it’s chosen based on a machine algorithm.
- Forum based sites. Created by participants who contribute experiences, images and comments. They include sites like TripAdvisor and Yelp.
- Curation platforms. These software-generated media enable individuals and companies to select articles on information on a specific subject.
Describe the process of an Ad-Words auction.
Firstly, it is starting with the bidding. When the advertiser set the bid, it is telling Google Ads the maximum amount you are willing to pay for a click on your advertisement (ad).
Secondly, the quality of the ads. Google Ads also looks at how relevant and useful the ad and website it links to are to the person who will see it.
Lastly, it is the expected impact from the ad extensions and other ad formats. When the ad is created, there is the option to add additional information to the ad, such as a phone number.
Describe traffic building techniques to attract quality visitors to website or digital platform.
- Creating Shareable Content.
Lack of a website or an online presence can lead potential clients to find similar business elsewhere.
These are five ways to creating a web presence:
- Purchase a unique domain name and sign up for a Web host.
- Design a stylish, user-friendly website.
- Create profile pages on popular social networks, such as Facebook, Twitter and Google+.
- Update the firm’s social networks and blog regularly.
- Purchase advertising on sites relevant to the firm’s readers or followers.
- Optimising Website for Search Engines.
To create a strong online web presence, firms make use of a content management system (CMS). A content management system (CMS) is an application that is used to manage web content, allowing multiple contributors to create, edit and publish. Content in a CMS is typically stored in a database and displayed in a presentation layer based on a set of templates.
Describe the importance of having a website presence.
- Creating a web presence.
Web presence is important for all industries. In an age where the Internet is such a useful communication tool, the lack of a website or an online presence can lead potential clients to find similar business elsewhere. These are five ways to creating a web presence:
- Purchase a unique domain name and sign up for a Web host.
- Design a stylish, user-friendly website.
- Create profile pages on popular social networks, such as Facebook, Twitter and Google+.
- Update the firm’s social networks and blog regularly.
- Purchase advertising on sites relevant to the firm’s readers or followers.
- Content Management System.
A content management system (CMS) is an application that is used to manage web content, allowing multiple
contributors to create, edit and publish. Content in a CMS is typically stored in a database and displayed in a presentation layer based on a set of templates.
- Website Structure, Design Content and Promotion.
If a website is confusing and difficult to navigate, customers may leave and never return. To increase the efficiency and appeal of a site’s navigation, take note of three factors:
- Organised website structure
- Engaging design content
- Clear promotional information
Websites that are easy to use are more likely to garner customer interest and encourage business. Displaying all the promotional information in a clear, concise manner will also help to increase the appeal to that website.
