LECTURE 11 - DIRECT AND DIGITAL MARKETING

Question 1

Define direct marketing

Answer 1

marketing directly to consumers via emails, SMS or direct mail

Question 2

define digital marketing

Answer 2

planning and executing marketing activities in the digital space, including:
- e-commerce and company websites
- SEO/PPC
- Content and social media marketing
- email marketing

Question 3

characteristics of digital marketing - profiling

Answer 3

using customer data (transactional data, cookies, surveys) to personalize data

Question 4

characteristics of digital marketing - interactivity and community

Answer 4

chatbots, email newsletters and social communities engage customers

Question 5

characteristics of digital marketing - control

Answer 5

• push advertising: set by marketers
• pull advertising: sought by customers

Question 6

characteristics of digital marketing - accessibility

Answer 6

consumers can reach and compare products independently

Question 7

characteristics of digital marketing - digitalization

Answer 7

delivering products and services online (eg. music streaming, online groceries_

Question 8

define paid media

Answer 8

digital ads that businesses pay for (eg. google ads)

Question 9

define owned media

Answer 9

company-driven content (eg. reviews, social shares)

Question 10

defined earned media

Answer 10

customer-driven content (eg. reviews, social shares)

Question 11

digital marketing tools and techniques - SEO & Search Marketing

Answer 11

optimizing for search engines to drive organic traffic

Question 12

digital marketing tools and techniques - email, SMS & MMS Marketing

Answer 12

effective for relationship building and post-purchase follow-ups

Question 13

digital marketing tools and techniques - self-service technologies

Answer 13

chat bots, virtual agents for 24/7 customer support

Question 14

digital marketing tools and techniques - Apps, AR and VR

Answer 14

tools like IKEA’s app allows immersive product interaction

Question 15

define viral marketing

Answer 15

content shared organically, though difficult to control

Question 16

define word of mouth marketing

Answer 16

customer experiences shared through reviews, social posts, or direct communication
- Net Promoter Score (NPS): a metric assessing customer loyalty based on likelihood to recommend

Question 17

what are the ethical and legal issues in digital marketing

Answer 17

• privacy concerns: data collection and use raise privacy issues
• spam: regulated under the span act 2003
• intellectual property: challenges in enforcing IP laws in a digital context
• misleading conduct: fraud and deceptive practices are significant risks online

Question 18

metrics for success

Answer 18

measuring social media enagement (likes, shares, comments) and customer behavior (website traffic, conversions

Question 19

marketing strategy examples

Answer 19

• case 1: IKEA App: users virtually placed products in their space using AR
• case 2: Nivea Bracelet Campaign: print and mobile app integration for child safety, showcasing creative PR