Digital marketing Flashcards
(19 cards)
What is digital marketing?
the application of digital media, data and technology integrated with traditional, communications to achieve marketing objectives.
What is digital media?
are communications facilitated through content and interactive services delivered by different digital technology platforms including the internet, web, mobile phone, TV, and digital signage.
How is digital media a marketing disruptor?
fundamental shift in how people communicate day to day, instant feedback can be given 24 hours a day, 7 days a week.
Consumers can share positive or negative experiences (ruins brand reputation) with products or brands with a world wide audience.
Social media has shifted power from businesses to consumers.
Consumers are becoming content creators for brands on social media.
User generated content (UGC) is used to create opportunities for showcase brands and builds customer relationships.
Opportunities for crowdsourcing, crowd funding etc
What is a example of digital marketing?
Dorito’s ‘crash the super bowl’
2006-2016: Frito-Lay leveraged UGC for its Dorito’s ‘crash the super bowl’ contest.
Consumers invited to create a 30 seconds commercial to win a featured super bowl spot.
32,000 + submissions received, over $17 million in prize money awarded over the years
What are the benefits of digital marketing (5s)?
Sell = wider distribution to customers, wider range of products, lower prices, convenience for customers.
Serve = customer centred experience (CX), CX/UX design, digital innovation and transformation.
Speak = CX/UX research, online dialogue and feedback, market research.
Save = online customer, online sales, e-mail marketing, digital advertising, social media marketing, content marketing.
Sizzle = influencer/creator marketing, viral marketing, e-word of mouth, digital advertising, social media marketing, search engine marketing
What is influencer marketing?
Identifying key communities and opinion leaders who are likely to talk about product and have the ability to influence the opinions of others.
Includes any type of person who publishes online who a significant following.
Online influencers outreach is identifying online influences such as bloggers, media owners or individuals with a large online following in the social networks and then approaching them to partner together to communicate with their audience.
What is online advertising?
advertising that appears while consumers are browsing online, including display ads, search related ads, online classifieds and other forms e.g. sponsored listings on Amazon
What do websites do?
marketing website = a website that engages consumers to move them closer to a direct purchase or other marketing outcomes.
Brand community websites = a website that presents brand content that engages consumers and creates customer community around a brand e.g. Harley Davidson.
What is search engine marketing?
Operates algorithmically or uses a mixture of alogrithmic and human input to collect, index, store and retrieve information on the web. Makes this information available to users in a manageable and meaningful way - is response to a search query.
Optimisation = process whereby a website structure and its content is improved to maximise its listings in organic search engine result pages using relevant key words or search phases e.g. HSBC.
5 components - 1. Size, 2. Time, 3. Popularity, 4. Linking, 5. Text
What is e-mail marketing?
sending highly targeted, highly personalised relationships = building marketing messages via email.
Onboarding emails = welcome, informational, explanatory, re-engagement, next step, promo offers, reminders, social invites, friend invite and up sell.
Triggered emails = abandoned cart, reminds customers of product, offer coupons, in store purchase receipts, complementary products, post purchase, provide a review, provide feedback on shopping experiences.
What is mobile marketing?
marketing messages, promotions and other content delivered to on the go consumers through their mobile devices. 3 million smart phone users e.g. Nivea Sun
What is social media marketing?
use of independent and commercial online social networks where people congregate to socialise and share messages, opinions, pictures, videos and other content.
After conducting your situation analysis and getting your SMART objectives you must establish a tone of voice and then select a platform.
What is the evolution of TikTok?
It so successful because it is built for content FOMO but not social FOMO, for memes and trends, for young people and for everyone - language is no barrier. AI is TikTok’s secret weapon. AI is built on a content graph rather than a social graph. The AI shows you content you are interested in, whereas other platforms show you content your friends are interested in
What is organic social media marketing?
customer communities, e-word of mouth, online reviews and ratings, user generated content.
What is word of mouth marketing?
social media marketing approach focused on giving people a reason to talk about your products and services and it makes it easier for that conversation to take place.
It is the art and science of building active, mutually beneficial consumer to consumer and consumer to marketer communications.
What is community marketing?
Is forming or supporting niche communities that are likely to share interests about the brand and providing tools, content and info to support those communities.
What is viral marketing?
a specific social media marketing approach that involves harnessing the network effect of the internet and can be effective in reaching many people rapidly as a marketing message is quickly transmitted to many people in the same way as natural virus or a computer virus.
How does TikTok used paid media?
in 2020 TikTok enabled in app ads for brands but these remain more limited than Instagram (1 every 8-9 videos)
How can owned and earned media be used?
Owned - e.g. Chipotle has an excellent tiktok user engagement
Earned - e.g. branded challenges and hashtags
