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SQ DMI PRO AMA- Certified Digital Marketing > Module 1- Digital Marketing in the Era of AI > Flashcards

Module 1- Digital Marketing in the Era of AI Flashcards

1
Q

Digital Marketing vs Digital Media

A

In essence, digital media is a subsection of digital marketing, and we often talk about them differently. Marketers use digital media to achieve their digital marketing strategies.

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2
Q

Challenges of Outbound Marketing

A

The major challenge of outbound marketing is the audience mindset. With outbound, the audience is not actively looking for products or brands. They have certain characteristics that you as an advertiser want to target and you’re actually interrupting their day with your ads.
Has to focus on frequency

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3
Q

Frequency vs Reach

A

Frequency measures how often you show your ads to a single person. Reach measures the total size of the audience you target regardless of how often they saw your ad.

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4
Q

Challenges of Inbound Marketing

A

Complexity; must be able to anticipate search needs of an audience. Must engage in ongoing keyword research.

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5
Q

Why is Inboud Marketing more valuable than Outbound?

A

Inboud actions are people actively engaging and searching. Outbound goes largely ignored.

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6
Q

What are the three main categories of digital media?

A

Owned, Paid and Earned

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7
Q

What is Owned media?

A

A company’s own content. Ex., packaging, website, app, POS, blog, social media.

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8
Q

What is paid media?

A

Any media the company paid for. Paid search, video ads, banner ads, retargeting, social media advertising

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9
Q

What is earned media?

A

Earned media is free publicity generated by consumers through reviews or recommendations. Non-paid influencers etc.

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10
Q

What are benefits of owned media?

A

Cost efficiency, flexibility, longevity, power of developing a platform for your audience

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11
Q

What are benefits of paid media?

A

Fast turn-around time, scalability. Quickly reach a very specific audience.

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12
Q

What are the benefits of earned media?

A

Organic (cost effective), creates credibility, builds brand reputation, longer impact

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13
Q

What are some traditional media promotional methods?

A

Print, broadcast, referral, film, tv, direct mail, posters, billboards

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14
Q

What are the three principles of the test and grow approach?

A

Set your objective, define your audience and channels, launch and test

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15
Q

What is the DMI 3i method?

A

Initiate, iterate, integrate

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16
Q

How do you initiate?

A

Conduct market research

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17
Q

How do you iterate?

A

Optimize campaigns based on data analysis

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18
Q

How do you integrate?

A

Combine different digital channels for a cohesive online presence

19
Q

What are SMART objectives?

A

Specific, Measurable, Achievable, Relevant, Time-Bound

20
Q

What are benefits of audience research?

A

Overcoming obstacles, developing content, identifying channels, unearthing needs

21
Q

What are the three key data types for audience research?

A

Demographic, psychographic, behavioral

22
Q

What is a demographic?

A

Age, generation, gender, location, income level, occupation, industry, socio-economic data

23
Q

What are psychographics?

A

Lifestyle preferences, ideas, beliefs, personality details, interests, activities

24
Q

What is behavioral data?

A

Online activities and actions. Shopping, channel use, search engines, apps

25
Q

What are benefits of audience listening?

A

Document what people are saying, track competitor mentions, develop new ideas,understand audience needs and motivations, adapt products or services

26
Q

What are some popular audience listening tools?

A

Google alerts, brandwatch, mention, hootsuite, sprinklr, reddit, sparktoro

27
Q

What are some audience listening strategies

A

Social media, market research, surveys, behavior analytics, ethnographic research

28
Q

What are elements of competitor research?

A

Social media metrics, content audit and analysis, search

29
Q

Three factors to consider when doing industry research

A

Disruption in your industry, technology or advancements, shifting interests amongst influencers

30
Q

What are the five main stages of a buyers journey?

A

Awareness, interest, consideration, conversion and retention

31
Q

What is the awareness stage in the buyers journey?

A

When the buyer becomes aware of a problem they want to solve in their life and they now see your product as as a potential solution

32
Q

What is the interest stage of the buyers journey?

A

The buyer is genuinely interested and begin to look for options

33
Q

What is the consideration stage of the buyers journey?

A

The customer is evaluating their options before buying

34
Q

What is the conversion stage of the buyers journey?

A

When the buyer is ready to buy or take a valuable action that has commercial value

35
Q

What is the retention stage of the buyers journey?

A

This drives recurring revenue and creates brand advocates. Continued engagement with customer.

36
Q

What channels are most commonly used for the Awareness stage of marketing?

A

Display and video

37
Q

What channels are most used for the Interest stage of marketing?

A

Content marketing

38
Q

What channels are most used for the Consideration stage of marketing?

A

Social media marketing, SEO

39
Q

What channel is most used for the Conversion stage?

A

Paid search

40
Q

What channel is most used for the Retention stage?

A

Email marketing, Analytics

41
Q

What is a buyers journey?

A

A framework that maps out the stages of your customers lifecycle

42
Q

What is 360 marketing?

A

It covers the entire buying cycle across many different digital and offline channels.

43
Q

What are benefits of a 360 marketing campaign?

A

Covers the entire buying cycle, taps into key customer touch points, optimizes for scale and relevance, provides a complete customer experience, enables you to measure results effectively

SQ DMI PRO AMA- Certified Digital Marketing (6 decks)

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