Digital Marketing Exam Questions
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Terms in this set (1171)
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.
1/16
,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
2/16
, 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: traditional: mass audience
the way media is consumed by and audience digital: individual audience
traditional media vs digital media: traditional: passive audience
the level of investment committed to the digital: active audience
medium consumed by an audience
traditional media vs digital media: traditional: many
the development of a message to a broader or niche digital: one- to - one
audience
traditional media vs digital media: traditional: outbound
the strategy of acquiring audience attention via push or digital: inbound
pull content tactica
3/16
With Correct Answers Already
Passed!!
Terms in this set (1171)
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.
1/16
,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
2/16
, 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: traditional: mass audience
the way media is consumed by and audience digital: individual audience
traditional media vs digital media: traditional: passive audience
the level of investment committed to the digital: active audience
medium consumed by an audience
traditional media vs digital media: traditional: many
the development of a message to a broader or niche digital: one- to - one
audience
traditional media vs digital media: traditional: outbound
the strategy of acquiring audience attention via push or digital: inbound
pull content tactica
3/16
