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Year 1 - Introduction to Marketing > week 26 - digitla mkting > Flashcards

week 26 - digitla mkting Flashcards

1
Q

digitla mkting

A

application of

digital media
data and tech integrated w traditional communciations to achieve mkting obj

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2
Q

waht is digitla media

A

communicatinos faciliated through content and interactive services delivered by diff digital technology platforms including internet , web, mbile , tv and digital signage

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3
Q

what are the 3 types of digitla mkting or what can we have within digital media

A

paid
owned
earned media

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4
Q

what are the 5s in benefits of digitla marketing

A

sell
serve
speak
save
sizzle

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5
Q

what is the sell benefits of digital marketing

A

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

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6
Q

what is the serve benefit of digital marketing

A

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

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7
Q

what is the speak benefit of digital marketing

A

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 -

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8
Q

what is the save benefit of digital marketing

A

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

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9
Q

what is the sizzle benefit of digital marketing

A

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

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10
Q

what are the 4 challenges of digital marketing

A

planning

organisational capabilities

integration of digital channels into marketing

ROI evaluation

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11
Q

challenges ofd digital marketing plannign

A

no mkting plan stratefy

leads to sitatuon where we got disjointed activities but not building funnels and creating integrated communictes

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12
Q

challenges of digital marketing - organisational capabilities

A

e..g budget and employee knowledge, infrastructure

silo mentality , lack of communication between team

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13
Q

challenges of digital marketing - ROI

A

signifcant challenge in digitla amrketing-

web gives us precise analytics and some digital marketing we can track roi

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14
Q

social meia

A

independent and commercial online social networks

where people congregate to socialse and share messaes , opinions, pictures, videos and other content

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15
Q

whatis social media mkting

A

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

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16
Q

what is social media amlification

A

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

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17
Q

organic social media mktign

A

using social networks and customer communities to develop relationships, share positive opinions through social media amplification and manage negative social media comments

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18
Q

paid social media

A

invovels SM pat per click

adv

infleuncer/creator mkting

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19
Q

the most succesful campaigns are about

A

making customers speak to each other

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20
Q

what are the 4 types of organic SMM

A

customer communtiies
e word of mouth

online reviews and rating

user generated conten

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21
Q

what are the 4 organic social media marketing

A

customer communities

e word of mouth

online reviews and ratings

user genrated consten

22
Q

how do we build customer communtiies

A

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

23
Q

what is e word of mouth

A

influencer comes across somethign they love and post review w/o brand incentive e.g revies on dyp

24
Q

onine reviews and rating - unless incentive comes from brand it is

A

earned

25
Q

what is user genratd content

A

organic sm conten users makign it themselves

26
Q

what are the 4 word of mouth markeitng types

A

word of mouth

viral markeitng

community marketing

influencer marketing

27
Q

what is viral marketing

A

specific video going viral

but it is more sort lived and can be quite niche

28
Q

whats community mkting

A

forming/supporting niche communities liekly to share interst about the bran dprovididng tools , content and informatin to support those comunities

29
Q

what isinfleuncer mkting

A

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

30
Q

what are the 2 types of paid social media mktingn

A

social media adv

influencer mkting

31
Q

online influencer

A

any type of perosn who publishes online and has a significant following

32
Q

onoine influencer outreach

A

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

33
Q

with infleuncers it is not just the folowing that is important

A

but also engagement

34
Q

brand affiliate v ambassador

A

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

35
Q

social media advertiisng is

A

practice of spending money to deliver content to a target audience on your preferred social media platform

36
Q

4 types of social media adsd

A

facebook ads - image
instagram- e,g, bossted ads
x - promo ads
snapchaht ads - single image or video ads
linkedin iads
pinterst
youtube
tiktok ads

37
Q

when bidding on ads what are hte 2 types

A

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

38
Q

in terms of cost per click and cost per mile when does each work in aida

A

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

39
Q

what is SEO -

A

process whereby websites structure and content is improved to maximise its listing in organic search engine results pages usign relevant keywords or seearch phrases

40
Q

what are the keys to seo

A

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

41
Q

the best practice in planning and managin SEO - key phrase analysis

A

combo of words users of search engines type into a search box that form a search query

42
Q

what are qualifiers in keyphrase analysis

A

additonal keywords that make a search query more specific e.g. car insurance

43
Q

when doing a google/a campaign we’ve got to make sure

A

we got a specific objective or goal in mind

44
Q

what is content audit

A

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

45
Q

in steo 5 what are the 4 ways to assess your content assets

A

keep
update
repurpose
delete

46
Q

if we got a we page w high traffic and low conversion and engagment waht do we do

A

update as clearly issues w call to action - conten ins interisting so no probllme w contnt but something wrong w page

47
Q

what about high traffic and dwel l time log

A

repurpose - if not other red flag , it’s cause they looking for info and cant find it

e

48
Q

2 thins in copywriting

A

scannabilty

skimmabilty

49
Q

scannability

A

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

50
Q

what i skimmabiltiy

A

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

51
Q

skimmability can be done through

A

highlighting key workds
move text and have it firs t/key info on teh left

Year 1 - Introduction to Marketing (15 decks)

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