week 26 - digitla mkting Flashcards
digitla mkting
application of
digital media
data and tech integrated w traditional communciations to achieve mkting obj
waht is digitla media
communicatinos faciliated through content and interactive services delivered by diff digital technology platforms including internet , web, mbile , tv and digital signage
what are the 3 types of digitla mkting or what can we have within digital media
paid
owned
earned media
what are the 5s in benefits of digitla marketing
sell
serve
speak
save
sizzle
what is the sell benefits of digital marketing
i.e grow sales
wider distribution to customers - as not limited to one geo location
wider range of products - as dont have to have them all in stock in store - can talk about limted shelf space
lower prices - due to online information
convenience for customers - open 24/7 and go online rather than go to the shop
what is the serve benefit of digital marketing
i.e add value
customer centrered experience - as consumer more traceable and cusomer insights can be used to inform behaviour online and offline
cx/ux design - we can create personalised experiences and facilitate customer journey
participate in digital innovation and transformation
what is the speak benefit of digital marketing
i.e. get closer to your customers
online dialogue and feedback - manually checking if company is tagged but other ways we can identify if company has not been tagged specifically
market research -
what is the save benefit of digital marketing
i.e. minimise costs
as do
online customer service
online sales
email marketing
digital advertising
social media marketing
content marketing
these are cheaper than physical and all centres , dont have to have a phsycial shop
canva allows for advertising to be cheaper
what is the sizzle benefit of digital marketing
i.e. extend the brand online
influencer/creator markting
vial marketing
e word of mouth
digitak adv
how we extend the brand online and through different places
what are the 4 challenges of digital marketing
planning
organisational capabilities
integration of digital channels into marketing
ROI evaluation
challenges ofd digital marketing plannign
no mkting plan stratefy
leads to sitatuon where we got disjointed activities but not building funnels and creating integrated communictes
challenges of digital marketing - organisational capabilities
e..g budget and employee knowledge, infrastructure
silo mentality , lack of communication between team
challenges of digital marketing - ROI
signifcant challenge in digitla amrketing-
web gives us precise analytics and some digital marketing we can track roi
social meia
independent and commercial online social networks
where people congregate to socialse and share messaes , opinions, pictures, videos and other content
whatis social media mkting
monitoring and facilaitatin custoner to customer interactiona nd participateion thorugh the web to encourage positive engagemnet comany and brand
interactions may occur on a copnany site, social networs and other 3rd party sites
what is social media amlification
method of icnreasing awarensess of brand throug organic and paid sharing of social media updates via social networks such as organic social posts and adverts dispalyed in the stream of social network users
organic social media mktign
using social networks and customer communities to develop relationships, share positive opinions through social media amplification and manage negative social media comments
paid social media
invovels SM pat per click
adv
infleuncer/creator mkting
the most succesful campaigns are about
making customers speak to each other
what are the 4 types of organic SMM
customer communtiies
e word of mouth
online reviews and rating
user generated conten
what are the 4 organic social media marketing
customer communities
e word of mouth
online reviews and ratings
user genrated consten
how do we build customer communtiies
tap into communities forming around niche or specialisedinfleuncers and devleop community to become fan base of bran das well as that of influcner
comm managment is organic but we can biuld through influencers
what is e word of mouth
influencer comes across somethign they love and post review w/o brand incentive e.g revies on dyp
onine reviews and rating - unless incentive comes from brand it is
earned
what is user genratd content
organic sm conten users makign it themselves
what are the 4 word of mouth markeitng types
word of mouth
viral markeitng
community marketing
influencer marketing
what is viral marketing
specific video going viral
but it is more sort lived and can be quite niche
whats community mkting
forming/supporting niche communities liekly to share interst about the bran dprovididng tools , content and informatin to support those comunities
what isinfleuncer mkting
idenitfying kry commmunities and opino leaders likely to talk about products and have the ability to inluence opinos of others
usually paid rather than orgnaic
what are the 2 types of paid social media mktingn
social media adv
influencer mkting
online influencer
any type of perosn who publishes online and has a significant following
onoine influencer outreach
id online influencer such as bliggers m media owners or individuals w a large online following in the social networs then approaching them to partner together to communciatre w their audience
with infleuncers it is not just the folowing that is important
but also engagement
brand affiliate v ambassador
affilitor - st basis , one off intiiative , get promo code , quite salesy orientated
, paid on commisino for bost
brand ambassot - long term ,contractual ,influencer is a representative of brand
benefit through exclusive deals, access, initiation to exclusive events
social media advertiisng is
practice of spending money to deliver content to a target audience on your preferred social media platform
4 types of social media adsd
facebook ads - image
instagram- e,g, bossted ads
x - promo ads
snapchaht ads - single image or video ads
linkedin iads
pinterst
youtube
tiktok ads
when bidding on ads what are hte 2 types
cost per clock - pay ad only when osmeon clicks on it
cost per mile - cost per 100 imporesion , only pay whn ad displayed 1k times
in terms of cost per click and cost per mile when does each work in aida
salesy cost per click - desire to convert to action
cheat sheet this
cost per mile/impression - awareness/interest as we just tryna spread message
yh fc this
what is SEO -
process whereby websites structure and content is improved to maximise its listing in organic search engine results pages usign relevant keywords or seearch phrases
what are the keys to seo
check if you need all these pages and if they’re of good quality
the longer hte pages the less liekely highi score
fc - main components of SEO
the best practice in planning and managin SEO - key phrase analysis
combo of words users of search engines type into a search box that form a search query
what are qualifiers in keyphrase analysis
additonal keywords that make a search query more specific e.g. car insurance
when doing a google/a campaign we’ve got to make sure
we got a specific objective or goal in mind
what is content audit
stuctured review of efectiveness of different content types and formants to meet the needs of users and the businesses using quant and qa techniques
fc content audit maybe
in steo 5 what are the 4 ways to assess your content assets
keep
update
repurpose
delete
if we got a we page w high traffic and low conversion and engagment waht do we do
update as clearly issues w call to action - conten ins interisting so no probllme w contnt but something wrong w page
what about high traffic and dwel l time log
repurpose - if not other red flag , it’s cause they looking for info and cant find it
e
2 thins in copywriting
scannabilty
skimmabilty
scannability
use of wriitng and formatting techniques that compenste for the fact most people dont fully read content on the web
looka t page and able to tell what about imediatitley
what i skimmabiltiy
using shorter copy and formatting technique to make it easier to read text once the reader has found context through scanning
optimising text and making it easier to read
skimmability can be done through
highlighting key workds
move text and have it firs t/key info on teh left
