Digital Media & Social Media Flashcards
(20 cards)
4 phases in digital media strategy transformation journey
Nascent
Emerging
Integrated
Instituionalized
2 types of digital media strategy
Digital media channel strategy
- web metrics
Digital media promotion strategy
- SEO advertising
- Display advertising
What is in digital media channel strategy
Web metrics
What is in digital media promotion strategy
SEO advertising & Search advertising
Display advertising
4 elements of web metrics
Visits
Duration
Bounce rate
Conversion rate
Why do conversion rates tend to be low
High competition online
Many consumers just enjoy web surfing
Number of unique visitors are double counted from using multiple devices
Common factors that impact PageRank
Keywords
Title tags & meta description
Website and URL structure
3 types of pricing for display advertising
Impression-based
Performance-based
Acquisition-based
Other forms of advertising other than Search & Display
Email marketing
Online branded content
Influencer marketing
Different types of targeting
Characteristic-based
Geotargeting
Demographic inference
Contextual targeting
Behavioural targeting
Retargeting
3 types of social media monitoring metrics
Volume (How much)
Sentiment (In what tone)
Content (About which content)
Strength of volume
Easy to measure
Can give sense of popularity and awareness
Weakness of volume
Word of mouth may be unrelated
Do not know what people are saying
Does not showcase the tone and content
Volume is best used to
Establish baseline
Focus on any shifts
Assess any deviation
Strength of sentiment
More information than volume
Weakness of sentiment
Hard to measure
May only capture opinions of few people
Can be hard to figure out what is driving it
Strength of content
Informative
Visualizes what people are saying
Weakness of content
Hard to measure
Does not showcase the tone
Based on individual words
Potential reason for going viral being a suboptimal goal
Non-descriptive goal
Views don’t equal purchases
Impressions outside target audience
Heavy competition
When would going viral be preferable
When goal is to increase brand/product awareness, and your target audience is active on social media
