Types, Strategy And Campaigning Flashcards
What is the definition of digital marketing by IDM?
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
What is intent-based marketing?
Marketing through messages placed in conjunction with information obtained on search engine queries
E.g. search results
What is brand marketing?
Utilising advertising across the websites and digital media formats for marketing
E.g. banner ads on the website
What is content marketing?
Using story based elements to share marketing messages in a targeted fashion
E.g. an article about winter jackets with a product in
What is community-based marketing?
Utilising social community is networks and platforms to conduct marketing
E.g. Instagram ads stories
What is partner marketing?
Includes involvement of affiliate third-party site marketing also include sponsorship and PR activities
E.g. Skyscanner
What is communication channel marketing?
Involves marketing on all communication lead platforms. This is a more recent and upcoming digital marketing era.
E.g. sharing an ad on WhatsApp
What is platform based marketing?
Using new platforms and digitised traditional platforms to integrate marketing in the device and medium itself
E.g. advertisements on Amazon
Describe the consumer journey in a circular model
Initial consideration set
Active evaluation
Moment of purchase
Post purchase experience
Loyalty loop
What is passive intent?
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
What is active intent?
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
What is search marketing?
The process of gaining traffic and visibility from search engines through both paid and unpaid effort
What is search engine optimisation SEO?
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
What is SEA search engine advertising?
Buying traffic (pay perclick advertising) through paid search listings
Which company dominate the search engine market?
Google 8.5 billion searches every day
What are keywords?
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
How does click through rate compare to search engine position?
Halves down every position
What is offpage SE O?
Focuses on social media presents and presents on everyone else’s website to attract links to your website from other sites
What is on page? SEO
Focus is on the own website, making the website friendly to search engines and users
Sometimes split into technical topics and the content itself
What is technical SCO?
Type of on page, search engine optimisation about the site, speed, structured data, et cetera
What is the rank of factors of the user experience?
Direct visits
Time on site
Page per session
Bounce rate
What is a back link !SEO?
A link from some other website to that web resource
What are the ranking factors for backlinks?
Total referring domains
Total referring IPs
Total follow back links 
What is an Internet protocol, IP address?
Are unique identifier number assigned to every device connected to the Internet
What is an informational search?
To get specific answers, e.g. how to fix a flat bike tire
What is a commercial search?
Investigating to do e.g. compare reviews! Best innertube for road bikes
What is a transactional search?
To complete an action, e.g. buying or registering
What is the navigational search?
Going to have a specific site
What are the zero moments of truth
 I want to know moments
I want to go moments
I want to do moments
I want to buy moments
Difference between inbound and outbound marketing
Inbound
Consumer beast to pull the men and their interest provide value according to consumer needs
Outbound
Interruption based one way, communication
marketer driven
What is included in Pesos model of the different types of media?
Earned media
paid media
shared media
owned media
What is an objective?
What do you want to achieve as a company/brand e.g. product awareness
What is a goal for a company?
What do you want your users to achieve? E.g. users subscribing for updates.
What is a KPI?
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
What are metrics?
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
What is a target?
The minimum amount of the KPI/metric that indicates success, e.g. percentages
What does Smart stand for when defining accompanies objective?
Specific
Measurable
Actionable
Relevant
Time bound
E.g. increase the average order value of online sales to $42 per customer by July
What is the difference between a strategy and tactics?
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
Describe an example for REACH the race framework, including a smart objective, strategies towards goal, and KPI
Objective: increase monthly visits by 30% in a year
Strategies create a YouTube channel
KPI, number of organic traffic visits
Describe an example for ACT the race framework, including a smart objective, strategies towards goal, and KPI
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)
Describe an example for CONVERT the race framework, including a smart objective, strategies towards goal, and KPI
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
Describe an example for ENGAGE the race framework, including a smart objective, strategies towards goal, and KPI
Objective
Strategies: take advantage of technology to keep personalised content
KPI, number of subscription per month
What is a journey map?
Visual representation of the consumer journey
What is the conversion path?
Visual representation of the steps that a company wants consumers to take to the achieve a desired goal
