Digital Marketing Exam 1
questions and answers
Market share - answer is the percentage or proportion of
the total available market or market segment that is being
serviced by a company
Pay per click (PPC) - answer advertising where the
advertiser pays only for each click on their advert, not for
the opportunity for it to be seen or displayed.
Return on investment (ROI) - answer the ration of cost to
profit
Search engine optimization (SEO) - answer the practice
that aims to improve a website's ranking for specific
keywords in the search engines.
Strategy - answer A set of ideas that outline how a
product or brand will be positioned and achieve its
objectives. This guides decisions on how to create,
distribute, promote and price the product or service.
Tactic - answer A specific action or method that
contributes to achieving a goal
In pay-per click or search advertising, the advertiser pays
only when someone clicks on their ad. The ads appear on
,search engine results pages. - answer The beauty of
search advertising is that it is keyword based. This means
an ad will come up in response to the search terms
entered by the consumer. It therefore plays a role in sales,
acquisition and retention. It allows the advertiser to reach
people already in the buying cycle or are expressing
interest in what they have to offer.
Online advertising covers advertising in all areas of the
Internet - ads in emails, ads on social networks and mobile
devices and display ads on normal websites - answer The
main objective of online advertising is to raise brand
awareness online. It can be more interactive and therefore
less disruptive than traditional or static online
advertising, as users can choose to engage with the ad or
not. Online advertising can be targeted to physical
locations, subject areas, past user behaviours and much
more.
Affiliate marketing is a system of rewards whereby
referrers are given a 'finder's fee' for every referral they
give. - answer Online affiliate marketing is widely used to
promote eCommerce websites, with the referrers being
rewarded for every visitor, subscriber or customer
provided through their efforts. It is a useful tactic for
brand building and acquisition.
Video marketing involves creating video content. This can
be wither outright video advertising, or can be valuable,
useful, content marketing. - answer Since it is so
interactive and engaging, video marketing is excellent for
capturing and retaining customer attention. Done
correctly, it provides tangible value - in the form of
, information, entertainment or inspiration - and boosts a
brand's image in the eyes of the public.
Social media is media in the form of text, visuals and
audio, that can be shared online. It has changed the face
of marketing by allowing collaboration and connection in a
way that no other channel has been able to offer. - answer
From a strategic perspective, social media, is useful for
brand building, raising awareness about the brand and its
story and encouraging the customer to become involved
with the brand. The shareable and accessible nature of
social media platforms allows brands to communicate and
engage directly with their customers. Social media also
offers brands a way to interact with their customers,
instead of just broadcasting to them.
Email marketing is a form of direct marketing that delivers
commercial and content-based messages to an audience.
It is extremely cost effective, highly targeted,
customisable on a mass scale and completely measurable
- all of which make it one of the most powerful digital
marketing tactics. - answer Email marketing is a tool for
building relationships with potential and existing
customers through valuable content and promotional
messages. It should maximise the retention and value of
these customers, ultimately leading to greater
profitability for the organisation a whole. A targeted,
segmented email database means that a brand can direct
messages at certain sectors of their customer base in
order to achieve the best result.
Attention economy - answer The idea that human
attention is a scarce commodity i.e. seeing attention as a
limited resource.
questions and answers
Market share - answer is the percentage or proportion of
the total available market or market segment that is being
serviced by a company
Pay per click (PPC) - answer advertising where the
advertiser pays only for each click on their advert, not for
the opportunity for it to be seen or displayed.
Return on investment (ROI) - answer the ration of cost to
profit
Search engine optimization (SEO) - answer the practice
that aims to improve a website's ranking for specific
keywords in the search engines.
Strategy - answer A set of ideas that outline how a
product or brand will be positioned and achieve its
objectives. This guides decisions on how to create,
distribute, promote and price the product or service.
Tactic - answer A specific action or method that
contributes to achieving a goal
In pay-per click or search advertising, the advertiser pays
only when someone clicks on their ad. The ads appear on
,search engine results pages. - answer The beauty of
search advertising is that it is keyword based. This means
an ad will come up in response to the search terms
entered by the consumer. It therefore plays a role in sales,
acquisition and retention. It allows the advertiser to reach
people already in the buying cycle or are expressing
interest in what they have to offer.
Online advertising covers advertising in all areas of the
Internet - ads in emails, ads on social networks and mobile
devices and display ads on normal websites - answer The
main objective of online advertising is to raise brand
awareness online. It can be more interactive and therefore
less disruptive than traditional or static online
advertising, as users can choose to engage with the ad or
not. Online advertising can be targeted to physical
locations, subject areas, past user behaviours and much
more.
Affiliate marketing is a system of rewards whereby
referrers are given a 'finder's fee' for every referral they
give. - answer Online affiliate marketing is widely used to
promote eCommerce websites, with the referrers being
rewarded for every visitor, subscriber or customer
provided through their efforts. It is a useful tactic for
brand building and acquisition.
Video marketing involves creating video content. This can
be wither outright video advertising, or can be valuable,
useful, content marketing. - answer Since it is so
interactive and engaging, video marketing is excellent for
capturing and retaining customer attention. Done
correctly, it provides tangible value - in the form of
, information, entertainment or inspiration - and boosts a
brand's image in the eyes of the public.
Social media is media in the form of text, visuals and
audio, that can be shared online. It has changed the face
of marketing by allowing collaboration and connection in a
way that no other channel has been able to offer. - answer
From a strategic perspective, social media, is useful for
brand building, raising awareness about the brand and its
story and encouraging the customer to become involved
with the brand. The shareable and accessible nature of
social media platforms allows brands to communicate and
engage directly with their customers. Social media also
offers brands a way to interact with their customers,
instead of just broadcasting to them.
Email marketing is a form of direct marketing that delivers
commercial and content-based messages to an audience.
It is extremely cost effective, highly targeted,
customisable on a mass scale and completely measurable
- all of which make it one of the most powerful digital
marketing tactics. - answer Email marketing is a tool for
building relationships with potential and existing
customers through valuable content and promotional
messages. It should maximise the retention and value of
these customers, ultimately leading to greater
profitability for the organisation a whole. A targeted,
segmented email database means that a brand can direct
messages at certain sectors of their customer base in
order to achieve the best result.
Attention economy - answer The idea that human
attention is a scarce commodity i.e. seeing attention as a
limited resource.
