Topic 1 - Introduction

Question 1

What is Digital Marketing?

Answer 1

The promotion of brands to connect with potential customers using the internet and other forms of digital communication.

Question 2

Marketing Campaign Success – Holy Trinity

Answer 2

Messaging: The (advertising) message needs to appeal someone

Audience: The audience receiving the (advertising) message needs to find the message relevant and the audience size needs to be sufficiently large

Location: The audience that find the message relevant must be exposed to the message at the right location (The right audience has to see it) - Precision Planning

Question 3

Types of Media

Answer 3

Owned: Media that you create and have control over

E.g Website, Mobile site, Blogs, Shared content

Paid: paying to drive traffic, conversion and lead creating to owned media properties

E.g Social media adverts, Display ads, Paid search, Paid influencers

Earned: Free publicity generated by consumers, PR and influencers who speak about brand or product

E.g SM Shares, Reviews, Mentions, Reposts

Question 4

Describe the marketing funnel

Answer 4

Awareness
- Email Newsletters
- How to video

Evaluation
- Customer Testimonials
- Demo Video

Purchase
- Free Trial
- Discount Code

Question 5

Describe Search and Experience goods

Answer 5

Search Goods: Quality can be assessed before purchase
- Dyson Vacum at a roadshow

Experience Goods: Quality cannot be assessed without purchase
- Restaurant Meals

Question 6

Explain the difference between traditional and digital media

Answer 6

traditional media refers to outlets that existed before the internet, digital media includes any online platform, including email, social media, websites and video streaming.

Digital media is more cost effective and enables more interactivity and engagement with consumers than traditional media.

Question 7

Describe the difference between an Inbound and Outbound strategy

Answer 7

In bound represents a Pull strategy where marketers
- Attract leads by providing content that is helpful
- organically lead to engagement
Example: “top 10” articles that help users

Where Outbound strategy is a Push strategy where
- Show content to as many users as possible
- Increase chances of reaching an interested audience
Example: banners and billboards

Question 8

Is it legal in Australia to send a commercial email without opt-in consent from the receiver? Why or why not?

Answer 8

In Australia sending of commercial electronic messages without prior consent is illegal. This is regulated by the spam act 2003 where opt-in consent from the receiver is required.