Module 1 Flashcards
Digital marketing is…
the use of new media or digital technology to achieve marketing and business goals. using digital formats and the internet.
Two of the most important principles in Digital Marketing
Outbound and Inbound Marketing
What is outbound marketing
begins with the brand advertiser pushing out a message to a specified target audience with the objective being to drive awareness of a product or service.
This is done by rapidly spreading word of the campaign product or service to the target audience
using, for example, visual display banner and video formats multiple times to ensure people
remember the product.
What is inbound marketing
involves trying to pull your audience towards your content, brand, or service. It is about attracting those people who are already interested in your product or service so that they seek you out and engage. With inbound marketing, potential customers find you through channels
such as blogs, search engines, email subscriptions, word of mouth, and online reviews/recommendations.
What is the strength of inbound marketing?
The user intent; the audience who have the internal drive to take action to find your product. This action is based
on their own needs, and how and when they want to proceed with a sale or conversion.
What is the key to good inbound marketing?
When it provides efficient and effective routes for your audience to come to your
brand. It stands apart in its effectiveness at encouraging audience action – particularly when that
audience has a finite attention span from consuming a limitless amount of content on their
devices and platforms.
3 digital marketing channels
Paid
Owned
Earned
What is the benefit and downside of earned marketing?
the fact that it creates credibility, is organic, and tends to live on longer than paid or owned media.
The downside is it can ‘go viral’, it can become
difficult to control the direction your earned media moves. and it might get negative meanings. Also, it can be difficult to understand how effective
earned media is in driving action or resonating with your audience.
Traditional media =
“established or traditional means of
mass communication, especially compared with digital methods”.
Traditional marketing media includes… (5)
direct marketing, outdoor, print, TV and radio broadcast,
and “word of mouth” referrals.
Traditional and digital media are different and carry
different attraction and impact across audiences.
There are five main categories where we can compare the difference between the two:
Reach, frequency, engagement, relationship, method (push or pull).
DMI principles for achieving digital marketing goals: (3)
Initiate : the customer is the starting and finishing
point for all digital activities: ‘Let the customer
decide’.
Iterate : emphasizes the importance of tweaking a digital marketing campaign in response to
user interaction. Adjust and scale based on feedback, customer engagement, and data.
integrate : taking efforts across digital channels to drive an outcome that is greater than the individual channels on their own. Involves integrating both
digital and any traditional marketing efforts in a unified way into your overall marketing
campaign strategy.
Initiate: (3)
- WHAT the customer actually wants and work backwards through your strategy towards your
objective - WHO are they, what are they interested in, what resonates with them. What actions can you take using digital platforms that will add value to your organization and customer experience? This insight can be uncovered
through customer research; in this way, you should try to understand - HOW your customer would like to be talked to. By starting with the customer and translating the customer view and insights into a tangible digital strategy, you increase your chance of achieving your goals.
Iterate:
Is about testing and improving your activity now that you understand more about the audience, the channels they use, and how they view your brand online.
Do they engage with it? If they are not engaged, what can you change to make them more engaged? Did you go through the right path? Did you position your product in
a way that resonates on the market? Are you filling the market gaps?
The Integration stage is focused on two
parts:
Selling your strategy to get approval from the organization to move forward, and then integrating your findings and strategy across the different channels.
what are the types of digital channels available to marketers today?
Email Marketing, Paid Search (or Pay-Per-Click, PPC), Organic Search (or Search Engine Optimization,
SEO), Website Optimization, Marketing Automation, Display Advertising, Content Marketing, and
Social Media Marketing.
SMART:
SMART: S, Specific, M, Measurable, A, Achievable, R, Relevant, and T, Time-bound.
Audience research, three types of data:
demographic, psychographics, and behavioral.
Audience research, Demographics are:
are the hard facts about your audience.
Such as: gender, age, income level, occupation, marital status, location, number of children, education, religion,
family size, ethnicity, nationality, social class, industry, number of computers, and generation.
Audience research, Psychographics is:
a deep understanding of the audience’s aspirations, so you can speak their language. Uncover anything that your audience might be interested in. Their beliefs, life goals, or opinions.
Includes: activities, interests, opinions, attitudes, values, lifestyle, and loyalty.
