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Digital Marketing
Chapter 1 revision
| Question | Answer |
|---|---|
| List 3 types of media | Paid media Owned media Earned media |
| Paid media definition | Bought media to attract visitors, achieve reach and conversions though search marketing, display advertising or affiliate marketing |
| Owned media definition | The company's website, email, apps, social media etc |
| Earned media definition | Public relations and word-of-mouth |
| RACE Framework | Reach-building awareness of the brand Act/Interact-Engage audience with brand on its website or other online presence Convert-achieve conversion to generate leads or sales on web presences Engage- build customer relationships to achieve retention goals |
| What is digital marketing? | Application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives. |
| The 7 D's of digital marketing | Digital goals Digital audiences Digital devices Digital platforms Digital media Digital data Digital technology |
| Benefits of digital marketing | Sell- grow sales Speak- get closer to customers Serve- add value Save- save costs Sizzle- extends the brand online |
| Strategic directions achieved through digital marketing | Market penetration Market development Product development Diversification |
| Applications of digital marketing | Advertising medium Direct response medium Platform for sales transactions Lead-generation method Distribution channel Customer service mechanism Relationship-building medium |
| Challenges in developing and managing digital marketing strategy | Unclear responsibilities for Internet marketing activities No specific objectives Insufficient budget No new value proposition for customers |
| Business-to consumer(B2C) | Commercial transactons between an organisation and consumers |
| Business-to-Business (B2B) | Commercial transactions between an organisation and other organisations (inter-organisational marketing) |
| Direct-to-Customer | A brand which has previously communicated to its customers via intermediaries such as media sites or wholesalers communicates directly via digital media such as social networks, email and websites |
| Customer-to-Customer(C2C) | Informational or financial transactions between consumers, but usually mediated through a business site |
| Consumer-to-Business(C2B) | Consumers approach the business with an offer |
| e-government | The use of Internet technologies to provide government services to citizens |
| Electronic commerce (e-commerce) | All financial and informational electronically mediated exchanges between an organisation and its external stakeholders |
| Benefits of digital media | Interactivity Intelligence Individualisation Integration Industry restructuring |
| Key communications concepts for digital marketing | Inbound marketing Permission marketing Content marketing Digital audience engagement |
| Digital Analytics | Digital goals: report performance Digital audiences: recording of customer interactions Digital devices: use of devices by customers Digital platforms: platform user behaviour Digital media: use of media sites and blogs by customers |
Created by:
Zeni
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