Lesson 2 Flashcards
It is an interactive medium. It allows for the exchange of currency, but more than that, it allows for the exchange of value.
Internet
It builds on and adapts the principles of traditional marketing, using the opportunities and challenges offered by technology and the digital medium.
Digital marketing strategy
“a plan of action designed to achieve a particular outcome”
strategy
It is a specific action or method that contributes to achieving a goal
tactic
4 step in crafting a successful strategy
- Context
- Objectives
- Value-Exchange
- Tactics and Evaluate
Who What
Context
is an ideal way to understand your business and your market.
SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
examined the market situation
Context
examination of your value proposition
Objectives
should speak to both system and story and the tools afforded by technology should be a starting point in the process of developing strategic objectives.
Objectives
Digital marketing objectives should be aligned with the brand’s greater strategic objectives. True or False
True
What value are you adding to the market, what are you trying to achieve and how will you know if you are successful?
Value-Exchange
The objective of this is to increase sales by raising brand awareness online
Online Advertising
It encompasses advertising in all areas of the internet
Online Advertising
System of reward where by referrers are given a “finder’s fee” for every referrals they give
Affiliate Marketing
Widely used to promote websites, with the referrers being rewarded for every visitor, subscriber or customer provided through their efforts.
Affiliate Marketing
This is the practice of optimizing a website in order to rank higher on the search engine results pages
Search Engine Optimization
It involves working on parameters set by search engines to ensure that search engines index it when people enter a search term that is relevant for a product or service
Search Engine Optimization
It has a met role to play in acquisition, as it ensures your organization’s offering will appear in the search results, allowing you to reach potential customers.
Search Engine Optimization
A from of direct marketing that uses electronic means to deliver commercial medsages to an audience.
Email Marketing
One of the most powerful digital merketing tactics
Email Marketing
It is a toll for building relationships with the potential and existing customers
Email Marketing
It is a tool for building relationships with both potential and existing customer
Email Marketing
The advertiser only pays for each click on their advent
Pay-Per-Click
It is the most often used for the advertising on search engine results pages; it is also used in banner advertising
Pay-Per-Click
They are keyword based
Pay-Per-Click
Also known as consumer-generated media, or Web 2.0 are media created to be shared
Social Media
It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer
Social Media
It is useful for branding, raising awareness of the brand story and allowing customer to become involved in the story through collaboration
Social Media
Process by ehich a brand monitors, measures and manages the conversstions that are happening around it online
Online Reputation Management (ORM)
Are set of functions that foster an organization’s ability to listen to, alpreicate and respond to those people with whom it is exchanging value
WebPR
It allows companies to engage in a more immedi form of communication. It is about connecting with customers
WebPR
It is important in defining what successful value-exchange is worth to an organization and how this worth will be measured.
Metrics
The metrics that matter to your business objectives are referred to as _____
Key performance indicators (KPIs)
