Module 1 - Introduction to Digital Marketing quections with Correct Answers A+

digital marketing - Correct Answers the use of new media or digital technology to achieve marketing and business goals outbound marketing - Correct Answers the brand advertiser pushing out a message to a specified target audience with the objective being to drive awareness of a product or service done by rapidly spreading word of the campaign product or service to the target audience using, for example, visual display banner and video formats multiple times to ensure people remember the product drive product recall - Correct Answers outbound marketing achieved through audience reach and repetition inbound marketing - Correct Answers trying to pull your audience toward your content, brand, or service attract people who are already interested in your product or service so that they seek you out and engage potential customers find you through channels such as blogs, search engines, email subscriptions, word of mouth, and online reviews user intent - Correct Answers the main strength of inbound marketing the audience who have the internal drive to take action to find your product the action is based on their own needs, and how and when they want to proceed with a sale or conversion owned media - Correct Answers the media that you create and manage promotes your brand in a very personal way by exhibiting your company's values and highlighting what the product or company does benefits include cost efficiency, flexibility, longevity, and the power of developing a go-to platform for your audience important for creating trust and legitimacy can be challenging to drive engagement as it can take some time to build a reputation and trust that guarantees high levels of traffic paid media - Correct Answers the media or advertising that you have paid for to drive banner and video visibility, or clicks and traffic, to your product, website, or service helps you scale up your digital marketing campaign and reach more people than non-paid formats you can analyze you is seeing your media and how the audience engages or interacts with your campaigns, allowing you to optimize your performance the advent of ad blockers and skip/report buttons challenge the efficacy of paid media earned media - Correct Answers free publicity generated by consumers, PR, influencers, and people who speak about and share content related to your brand or product generated either in response to content you've shared or via voluntary mentions the ultimate goal for brands your brand can borrow the legitimacy of normal people, building trust and credibility far quicker and more effectively than paid media benefits include the creation of credibility, is organic, and tends to live on longer than paid or owned media it can be difficult to control the direction of your earned media and evaluate its effectiveness traditional media - Correct Answers the established or traditional means of mass communication, especially compared with digital methods direct marketing - Correct Answers involves promoting and selling directly to the end buyer from the manufacturer with no other media owner involved includes letters or flyers, coupons, brochures, and generally any other print material delivered to a consumer's mailbox or hand print marketing - Correct Answers advertising that uses physically printed media to reach consumers and prospects, such as newspapers, brochures, and magazine ads outdoor marketing - Correct Answers similar to print but on a larger scale includes billboards (48 or 96 sheets), bus stops and smaller placements (6 sheets), bus sides, building wraps, and installations broadcast marketing - Correct Answers known as on-air advertising the primary revenue generator for commercial television and radio stations examples include film, TV, product placement, program sponsorship, cinema, and radio referral marketing - Correct Answers involves promoting products or services to new customers through referrals, usually by word of mouth often happen spontaneously includes fidelity cards with vouchers and discounts for sponsorship reach - Correct Answers the total number of different people exposed to the media helps define whether a media is more geared toward mass or individual reach covers whether the message is consumed by a number of people at the same time or only by one individual frequency - Correct Answers relates to how often the audience sees your media engagement - Correct Answers how is the message received and perceived by the audience? the relationship between the media and the audience is defined by the nature of the message and how targeted, familiar, and relevant it is to the audience method - Correct Answers comprises the main tactics used to bring the consumer through a buyer's journey can be made by pulling consumers through content or pushing content to them mass media - Correct Answers consumed in a group situation where all eyes and ears are receiving the same stimuli includes cinema, TV, and radio individual media - Correct Answers shared mediums with content customized for the individual consumers present at the same time can see an infinite variation of content based on who is logged in includes social media, email, and apps passive medium - Correct Answers the audience has no means of responding to the message active media - Correct Answers any form of media where the consumer can physically engage with the content content on digital platforms has been developed to be highly engaging includes Facebook, Twitter, and Google one-to-many - Correct Answers in traditional marketing, the message given is singular because of the group experience, the traditional marketers will develop a single message that will deliver the same content to individuals one-to-one - Correct Answers in digital marketing, marketers can create multiple versions of the same message and target users whose profile definitely fits their target audience the brand experience aims to treat the consumer as an individual by delivering personalized, relevant content 3i principles - Correct Answers 1. initiate 2. iterate 3. integrate initiate - Correct Answers the consumer is the starting and finishing point for all digital activities you want to start with what the customer actually wants and work backwards through your strategy toward your objective this insight can be uncovered through customer research you should try to understand how your customer would like to be talked to iterate - Correct Answers emphasizes the importance of tweaking a digital marketing campaign in response to user interaction the more iterations undertaken, the more effective the campaign becomes as you seek to adjust and scale based on feedback, customer engagement, and data apply your learnings from live or historical customer engagements with your campaign to improve performance integrate - Correct Answers taking your efforts across digital channels to drive an outcome that is greater than the individual channels on their own involves integrating both digital and traditional marketing efforts in a unified way into your overall marketing campaign strategy focused on selling your strategy to get approval from the organization to move forward email and automation marketing - Correct Answers marketing emails and automation are used for conversion and loyalty emails and automation aim to reach out to customers at the right time to lead them to a conversion destination, such as a landing page common email objectives include raising interest, converting sales and retaining customers by providing additional value to the brand and product paid search (PPC) - Correct Answers helps you get high value traffic and clicks from an interested audience as the audience is actively searching for keyword related to their issue, using paid search helps bring you to the top of the list when customers are searching and ready to buy or take action organic search (SEO) - Correct Answers optimizing for organic search is a key tactic in digital marketing because it leads to discovery, awareness, interest and conversion without paid effort makes your content visible to the audience and easily searchable on Google and other search engines without the need to pay for clicks website optimization - Correct Answers essential to create an environment where visitors can engage with your brand content and easily take valuable actions on your site such as buying a product or contacting your team with minimal fuss optimizing speed, navigation, responsiveness, content, and conversion processes will help drive more of those valuable actions and lead to better performance display advertising - Correct Answers companies can target audience interests, age, gender, community, keywords, and more ads shown to the audience are highly relevant, which drives higher awareness and consideration as well as traffic content marketing - Correct Answers key to inbound strategy well-developed and targeted content increases brand personality and likability through content, consumers discover your brand values, experience, and world, and can identify with the brand but also learn more about the product and how it solves their problems impacts all stages of the buyer's journey as it is central to all points of contact, and it is the final destination for a lot of marketing tactics key in going viral and creating word of mouth as users will share content that is impactful, humorous, or surprising social media marketing - Correct Answers primary channels for creating awareness and interest through content and social engagement advertising can be targeted and re-targeted to appeal to the conversion objective also important in the retention stage as the primary platform for customers to get information and updates from the company SMART - Correct Answers 1. specific 2. measurable 3. achievable 4. relevant 5. time-bound