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Dig Marketing > Types, Strategy And Campaigning > Flashcards

Types, Strategy And Campaigning Flashcards

1
Q

What is the definition of digital marketing by IDM?

A

Management and execution of marketing using electronic media, such as the web email, interactive TV wireless media in conjunction with digital data about customers characteristics and behaviour

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2
Q

What is intent-based marketing?

A

Marketing through messages placed in conjunction with information obtained on search engine queries
E.g. search results

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3
Q

What is brand marketing?

A

Utilising advertising across the websites and digital media formats for marketing
E.g. banner ads on the website

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4
Q

What is content marketing?

A

Using story based elements to share marketing messages in a targeted fashion
E.g. an article about winter jackets with a product in

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5
Q

What is community-based marketing?

A

Utilising social community is networks and platforms to conduct marketing
E.g. Instagram ads stories

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6
Q

What is partner marketing?

A

Includes involvement of affiliate third-party site marketing also include sponsorship and PR activities
E.g. Skyscanner

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7
Q

What is communication channel marketing?

A

Involves marketing on all communication lead platforms. This is a more recent and upcoming digital marketing era.
E.g. sharing an ad on WhatsApp

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8
Q

What is platform based marketing?

A

Using new platforms and digitised traditional platforms to integrate marketing in the device and medium itself
E.g. advertisements on Amazon

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9
Q

Describe the consumer journey in a circular model

A

Initial consideration set
Active evaluation
Moment of purchase
Post purchase experience
Loyalty loop

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10
Q

What is passive intent?

A

Informal intent, customers of researching, and in the information gathering stage, for finding better alternatives to current products or services, or educating themselves on other options

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11
Q

What is active intent?

A

Also called transactional intent that shows behaviour that indicates customers are taking action to research a particular product or service they are willing to purchase

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12
Q

What is search marketing?

A

The process of gaining traffic and visibility from search engines through both paid and unpaid effort

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13
Q

What is search engine optimisation SEO?

A

Improving visibility and search engine results pages (SERP’S)by optimising the online presence, according to the ranking factors or algorithms used by the search engines

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14
Q

What is SEA search engine advertising?

A

Buying traffic (pay perclick advertising) through paid search listings

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15
Q

Which company dominate the search engine market?

A

Google 8.5 billion searches every day

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16
Q

What are keywords?

A

Words, phrases and terms web users and search engines information
Signal what uses and search engines, but the content in a website or webpages about

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17
Q

How does click through rate compare to search engine position?

A

Halves down every position

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18
Q

What is offpage SE O?

A

Focuses on social media presents and presents on everyone else’s website to attract links to your website from other sites

19
Q

What is on page? SEO

A

Focus is on the own website, making the website friendly to search engines and users
Sometimes split into technical topics and the content itself

20
Q

What is technical SCO?

A

Type of on page, search engine optimisation about the site, speed, structured data, et cetera

21
Q

What is the rank of factors of the user experience?

A

Direct visits
Time on site
Page per session
Bounce rate

22
Q

What is a back link !SEO?

A

A link from some other website to that web resource

23
Q

What are the ranking factors for backlinks?

A

Total referring domains
Total referring IPs
Total follow back links 

24
Q

What is an Internet protocol, IP address?

A

Are unique identifier number assigned to every device connected to the Internet

25
Q

What is an informational search?

A

To get specific answers, e.g. how to fix a flat bike tire

26
Q

What is a commercial search?

A

Investigating to do e.g. compare reviews! Best innertube for road bikes

27
Q

What is a transactional search?

A

To complete an action, e.g. buying or registering

28
Q

What is the navigational search?

A

Going to have a specific site

29
Q

What are the zero moments of truth

A

 I want to know moments
I want to go moments
I want to do moments
I want to buy moments

30
Q

Difference between inbound and outbound marketing

A

Inbound
Consumer beast to pull the men and their interest provide value according to consumer needs
Outbound
Interruption based one way, communication
marketer driven

31
Q

What is included in Pesos model of the different types of media?

A

Earned media
paid media
shared media
owned media

32
Q

What is an objective?

A

What do you want to achieve as a company/brand e.g. product awareness

33
Q

What is a goal for a company?

A

What do you want your users to achieve? E.g. users subscribing for updates.

34
Q

What is a KPI?

A

A quantifiable measure that can be used to determine how well company goes on that e.g. contact forms submitted, sales of 150 candles per month

35
Q

What are metrics?

A

Metric is a quantifiable measure in the context because use to track compare and assess performance or processes
They allow more in-depth measurements of KPIs, e.g. revenue conversion rate court abandonment rate

36
Q

What is a target?

A

The minimum amount of the KPI/metric that indicates success, e.g. percentages

37
Q

What does Smart stand for when defining accompanies objective?

A

Specific
Measurable
Actionable
Relevant
Time bound
E.g. increase the average order value of online sales to $42 per customer by July

38
Q

What is the difference between a strategy and tactics?

A

Strategy is how the company will achieve their objectives, easy methods or resources
Tactics involve the techniques needed to implement the strategy, e.g. activities and jobs that need to be done

39
Q

Describe an example for REACH the race framework, including a smart objective, strategies towards goal, and KPI

A

Objective: increase monthly visits by 30% in a year
Strategies create a YouTube channel
KPI, number of organic traffic visits

40
Q

Describe an example for ACT the race framework, including a smart objective, strategies towards goal, and KPI

A

Objective :reduce cost per acquisition, 10% in a year
Strategies: social media advertising that have performed well previously
KPI, number of prospects per content item (about getting Leeds)

41
Q

Describe an example for CONVERT the race framework, including a smart objective, strategies towards goal, and KPI

A

Objective :increase conversion rate from 1 to 2% in a year
Strategies: change the approach to create conversions, developing an affiliate program
KPI, percentage of prospects over customers

42
Q

Describe an example for ENGAGE the race framework, including a smart objective, strategies towards goal, and KPI

A

Objective
Strategies: take advantage of technology to keep personalised content
KPI, number of subscription per month

43
Q

What is a journey map?

A

Visual representation of the consumer journey

44
Q

What is the conversion path?

A

Visual representation of the steps that a company wants consumers to take to the achieve a desired goal

Dig Marketing (6 decks)

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