Digital Marketing Exam

Digital Marketing Exam Digital Marketing - is the use of new media or digital technology to achieve marketing and business goals two most important principles in digital marketing - outbound and inbound marketing outbound marketing - Push strategy showing ads to as many people as possible hoping it will resonate with some of them. Harder to track and more expensive. Achieved through audience reach and repetition. It is your more traditional way to do marketing. Your hope is that the message captures your audience's attention. This concept applies to digital marketing as much as traditional marketing. inbound marketing - Inbound marketing is the exact opposite; it's almost like reverse marketing. Inbound marketing involves trying to pull your audience towards your content, brand, or service. It is about attracting those people who are already interested in your product or service so that they seek you out and engage. Aims to attract interested consumers to your content, brand, and offer. Use of cookie tracking, blogs, influencers helps brands resonate with a specific audience so they come to you. Inbound marketing is the most important aspect to digital marketing as it allows you to attract customers who consider your content or service relevant to them Types of Media - Owned media= is the media that you create and manage. Paid media= is media or advertising that you have paid for to drive banner and video visibility, or clicks and traffic, to your product, website, or service. Earned media= is free publicity generated by consumers, PR, influencers, and people who speak about and share content related to your brand or product. Earned media is generated either in response to content you've shared, or via voluntary mentions; in many cases, these people will be your brand advocates and will actively promote your brand because they like you! owned media - Owned media incorporates a company's own content, packaging, point-of-sale, and the people who come into contact with consumers. It's the stuff a brand creates to promote itself. Owned media promotes your brand in a very personal way by exhibiting your company's values and highlighting what the product or company does. Think of owned media as a source for developing your brand personality. For example, when you post on social media, try to avoid posting something dull and boring. Instead, aim to post something that is true to your values and what you represent. benefits of owned media - cost efficiency, flexibility, longevity, and power of developing a go-to platform for your audience. Owned media is important for creating trust and legitimacy in the market. It acts as a main platform for communicating all that the company is, sells, and does. challenges of owned media - driving audience engagement from owned media, as it can take some time to build a reputation and trust that guarantees high levels of traffic to your website, blog, or other digital assets. paid media - Comprises any form of media designed to promote your brand or content on the internet for a fee. Examples of this includes social media advertising, paid search, display adverts, or paid influencers. benefits of paid media - Helps you to scale up your digital marketing campaign and reach more people than nonpaid formats. In tandem with various reporting tools such as Google Analytics, you will be able to analyze who is seeing your media and how the audience engages or interacts with your campaigns. This means you have control over where, when, and what is seen challenges of paid media - you have to pay for it earned media - Earned media is the ultimate goal for brands and digital marketers. It is where you have created a good piece of content, shared it through various platforms - including paid promotion - and now people are engaging with it and actively sharing it with their friends because they view it as important, relevant, interesting, or even funny. Effectively, earned media is about people interacting with your content without you having to put in the effort to drive traffic. Earned media comprises shares, reviews, mentions, and reposts; anything that allows your content to appear on people's social media timelines, for example. benefits of earned media - the fact that it creates credibility, is organic, and tends to live on longer than paid or owned media. challenges of earned media - as this type of media is at the mercy or discretion of internet users, particularly in an age where content can 'go viral', it can become difficult to control the direction your earned media moves. In worst-case scenarios, viral content adopts unintended negative meanings. Also, it can be difficult to understand how effective earned media is in driving action or resonating with your audience. We should always consider if it is bringing people to your brand or content for the intended reasons you set out traditional media (old media) - established or traditional means of mass communication, especially compared with digital methods". Quite simply, media that didn't develop with the digital era are the ones most likely to be considered as traditional and part of a traditional media strategy. Includes direct marketing, outdoor, print, tv, and radio broadcast, and word of mouth referrals direct marketing - Promoting and selling directly to the end buyer from the manufacturer with no other media owner involved. examples: letters, flyers, coupons, print materials delivered to a consumers mailbox or hand) outdoor/print - A form of advertising that uses physically printed media to reach consumers, prospects Examples:newspapers, brochures, magazine ads Outdoor is print on a larger scale like billboards, bus sides, building wraps and installations broadcast - Tv commercials aired on either television or radio which are typically called spots Also known as on air advertising and its the primary revenue generator for commercial television and radio stations Examples: film, tv, product placement, radio referral - Promoting products or services to new customers through referrals, usually word of mouth Often happen spontaneously Examples: fidelity cards with vouchers or discounts for sponsorships traditional media vs digital media - Even if traditional and digital marketing can work hand in hand, they are profoundly different in their communication style and effect on consumers. traditional media vs digital media: the way media is consumed by and audience - traditional: mass audience digital: individual audience traditional media vs digital media: the level of investment committed to the medium consumed by an audience - traditional: passive audience digital: active audience traditional media vs digital media: the development of a message to a broader or niche audience - traditional: many digital: one- to - one traditional media vs digital media: the strategy of acquiring audience attention via push or pull content tactica - traditional: outbound digital: inbound mass or individual media - When people are looking at tv or listening to the radio the experience of the message through these media is a group experience Medium is consumed in a group situation Groupm experiences where all eyes and ears are receiving the same stimuli Vs social media email or apps The medium is shared but the content is customized for the individual Individual experience passive or active audiences: - Marketers will create more engaging ad formats on media that appeal to a more passive audience Digital and traditional can be active and passive Digital marketing lead to a more active media engagement because of the nature of the formats Example: ad on tv where the audience has no means of responding is a passive medium Active media are any form of m,edia where the consumer can physically engage with the content such as facebook, twitter, etc Consumers can share, comment, like, tweet, pin This gives digital marketing and additional active characteristic one-to-one or one-to-many - Traditional marketing- the message given is singular The traditional marketers will develop a single message that will deliver the same content to individuals Digital marketing - marketers can create multiple versions of the same message and target users whose profile definitely fits their target audience outbound or inbound - Outbound- Push strategy showing ads to as many people as possible hoping it will resonate with some of them Harder to track and more expensive Inbound- aims to attract interested consumers to your content, brand, and offer Use of cookie tracking, blogs, influencers helps brands resonate with a specific audience so they come to you 3i principles - initiate, integrate, iterate 3i principles: initiate - Principle of digital marketing states that the customer is the starting and finishing point of all digital activities. Let the customer decide. Start with what the customer actually wants and work backwards through your strategy towards your objective. Who they are, what they are interested in, etc Uncovered through customer research.