Lectures 15 and 16 Digital Marketing Flashcards
What did newspaper and magazine adverts turn into?
Online adverts, social media, PPC
Why did newspaper and magazine averts change?
Newspaper and magazine sales have declined and it’s easier to target people online
What did door-to-door sales people change to?
Why did door-to-door sales people digitalise to email?
Door-to-door is expensive and we can now personalise offers to existing customers via email
What did company brochures change to?
Websites
Why did company brochures change to websites?
Printing brochures is expensive, so is creating websites, but they are agile and easier to change as needed.
Why has traditional PR gone online?
With the decline in newspaper and magazine sales, the number of staff has declined too so online PR makes the process easier
How have directories like the yellow pages changed?
It is now search engine marketing
Why has search engine marketing become popular?
The default it to search online and voice search is growing, so directories have become smaller and are rarely used.
What have community groups changed into?
Social networks
Why have community groups changed into social networks?
We live in a more mobile world where people move from home to towns to find work, so traditional community groups have declined but social media networks have increased.
When were the Baby Boomers born?
Mid-1946 to mid-1964
When was Generation X born?
Mid 1960s to late 1970s/early 1980s
When were the Digital Immigrants born?
Before 1980
When were the Digital Natives born?
After 1980
When were the Net Generation born?
Between 1982 and 1991
When were the Google Generation born?
After 1993
When were the Millennials born?
In or after 1982
When was Generation Y born?
Between 1981 and 1999
When was Generation C born?
After 1990
What did digital disruption start with?
The introduction of the internet and what were known as “brochureware sites”
When did Amazon disrupt the traditional book-selling market?
1995
When did Netflix disrupt the video hire market?
1997
When did Airbnb disrupt the accommodation sector?
2008
When did Uber disrupt taxi services?
2009
What does digital marketing do?
It achieves marketing objectives through applying digital technologies in conjunction with traditional marketing communications
What do digital technologies include?
Desktops, mobile internet devices, social media platforms…
What is digital marketing not?
It is not the same as online marketing
What is online marketing?
One way of doing digital marketing
What are the benefits of digital marketing for buyers?
Convenient, easy and private
Access to unlimited information, good and services
Interaction is easy
Can configure our won products to get bespoke offerings
Sense of brand engagement and community
What are the benefits of digital marketing for sellers?
Low cost, fast
Can effectively target customers and hyperpersonalise products and services
Greater flexibility to change things in real time
What is in the digital marketing tool kit?
Email Websites Online PR Search Engine Marketing Blogs Social networks Social media advertising
Why do businesses use email marketing?
It is accessible
Preferred by customers
Personalised
Highest return on investment, £38 for every £1 invested
How does email fit into a marketing strategy?
Customer acquisition Customer engagement Customer retention Brand awareness Customer intelligence
How do brands measure success for email?
New customers Returning customers Open rate Revenue Traffic
What are the advantages of email marketing?
Low cost Easy to segment Easy to create Easy to measure and track Global Intermediate High ROI
What needs to be tested before sending emails?
Subject line From name Layout and images Call to action Day of the week Time of the day Personalisation Use of brand names Landing pages
What is risky about emails?
80% of people will delete an email if it doesn’t look good on mobile as 51% of emails are opened on mobile
What does behavioural targeting look at?
Basket abandon
Browsed products
Product feeds
How many websites are there?
1.5 billion
How many websites are active?
Less than 200million
What do organisations have full control over?
Websites
What can websites share?
Aims of the organisation (about us)
Who works there (our team)
What they do (our work)
Who they work for (our customers)
What can shopping websites do to enhance buying?
Multiple product images
Videos showing different product views
Verified reviews
Options for customers to get in touch
What are the 4 key factors for making a successful website?
A clear purpose and aim (acquisition, convention and retention)
An understanding of their target audience
Regular updates
Website usability
What is the concept of citizen journalists?
Ordinary people can contribute to the process of news production and distribution as citizen journalists by promptly posting and spreading what they know
What is a hash tag that citizen journalists can use?
HelpAJournalist on Twitter positively encourages people to contact reporters about their stories
What is fake news?
Propaganda or misinformation
How old is fake news?
It is not something new
Who has been associated with fake news?
Trump
Why is fake news bad?
It discredits people and policies
It is shared quickly and people believe it
What search engine is often used for desktops?
80% of desktop searches use Google
What does SERPS stand for?
Search Engine Results Pages
How do search engines decide which websites to rank higher?
Based on an algorithm
What type of content does Google reward?
Content that is up to date, relevant and closely matches the search
What are the two elements to Search Engine Marketing?
SEO and SEM
What is SEO?
Search Engine Optimisation
What is SEM?
Search Engine Marketing
What does SEO do?
It is a strategy to remain high up on the results page in organic search results
What does SEM do?
This ranks websites highly through paid advertising to increase visibility
Define SEO
“SEO is the practice of increasing the quantity and quality of traffic to your website through organic search results”
What is an organic search based on?
This is based on unpaid, natural rankings determined by search engine algorithms, and can be optimised with various SEO practices
What are the 3 elements of the SEO strategy?
Content
Outreach and digital PR
Technical SEO
Why is content important for SEO?
It is important to have strong onsite content in order for Google to understand what your site is about
Why is outreach and digital PR important for SEO?
Having content placed on other sites with a backlink provides a vote for your site in Google’s eyes
Why is technical SEO important?
Google needs to be able to access your website and rank it. There are some technical elements that make this hard.
What is SEM otherwise known as?
PPC, Paid Search
What does PPC stand for?
Page-Per-Click
What does Paid Search do for websites?
It allows businesses to pay for their website to be displayed on the search engine results page when someone types specific key words or phrases
What used to be an issue with blogs that isn’t anymore?
They used to be hard and expensive to run
Why are blogs no longer hard and expensive to run?
Because as CMS evolved, free blogging sites became more common
What is CMS?
Content Management Systems
What are three advantages of blogs?
They are free to set up (sometimes) and content can be created immediately
Can be shared repeatedly
What are some disadvantages of blogs?
It can take time to develop content, licensing fees and or images and time to promote the blog when published
Where do most organisations have their blog?
Within rather that outside their website
What are blog feeds good for?
Algorithms
