Introduction to Digital Marketing

Question 1

What is Digital Marketing?

Answer 1

Using digital formats and the internet, Digital Marketing is the use of new media or digital technology to achieve marketing and business objectives

Question 2

What are the 2 most important principles in DM?

Answer 2

Inbound and Outbound marketing

Question 3

What is the objective of outbound marketing?

Answer 3

Pushing out a message to a specified target audience to drive awareness of a product or service

Question 4

What is “Drive product recall” ?

Answer 4

Spreading word to a target audience using tech such as display ads and video multiple times to ensure people remember the product

Question 5

How is product recall achieved?

Answer 5

Through audience reach & repetition

Question 6

What is Inbound marketing?

Answer 6

Pulling your audience towards your content

Question 7

What are 3 types of media channels?

Answer 7

Owned, paid, earned

Question 8

What are examples of owned, paid and earned media?

Answer 8

Owned
Social Media acc, Website, Blog
Paid
Retartgeting, Display advertising, Social Media advertising and Paid Search
Earned
Shares, reviews, mentions, reposts and word of mouth

Question 9

What are the benefits of including both traditional and digital marketing activities when creating marketing campaigns?

Answer 9

• Uses every audience’s point of contact

- optimises for scale & relevance

Question 10

What are characteristics of traditional and digital marketing?

Answer 10

Traditional
Mass audience, passive audience, one to many and outbound/push marketing

Digital
Individual audience, active audience, one to one and inbound/pull marketing

Question 11

What are the 3i principles?

Answer 11

Initiate, Iterate and Integrate

Question 12

What is Initiate principle?

Answer 12

• Customer is the starting and finishing point of all digital marketing activities.
• Discovering what customer wants and then work backwards through your strategy to your objective
• Use customer research to understand customer

Question 13

What is Iterate principle?

Answer 13

Testing and improving activity

Question 14

What is integrate principle?

Answer 14

Firstly selling your strategy to get approval internally and then integrating your findings across digital channels

Question 15

Name the digital channels available?

Answer 15

• Email and automation marketing
• Organic Search
• Pay per click advertising
• Website optimisation
• Display Advertising
• Content marketing
• Social Media marketing

Question 16

What does PPC do?

Answer 16

Drives interested audiences to website landing pages

Question 17

What does SEO do?

Answer 17

Increases visibility and searchability of online assets

Question 18

What does Content marketing do?

Answer 18

Improves brand personality and likability

Question 19

What does Social do?

Answer 19

Creates visibility and interactivity with an audience

Question 20

What are the SMART Objectives?

Answer 20

Specific, Measurable, Achievable, Relevant, Time bound

Question 21

What are the 3 data types of audience research?

Answer 21

Demographic, Psychographic, Behavioral

Question 22

What are the characteristics of Demographic research?

Answer 22

Hard facts about the audience. Social, geographical and financial info that include things such as age, gender, income, occupation etc

Question 23

What are the characteristics of Psychographic research?

Answer 23

Beliefs, goals & opinions which include interests, opinions, attitudes, values, lifestyle and personality

Question 24

What are the characteristics of Behavioral research?

Answer 24

How people use your product, navigate your website and use different media that you use to advertise on

Question 25

What are platforms to conduct audience research?

Answer 25

- Social Media - Marketing research companies - Survey providers - Behaviour analytics platforms

Question 26

In the context of audience research, what do the audience platforms provide?

Answer 26

Social Media - identifies the audience's interests Marketing research - provides 3rd party analysis of specific topics Surveys - Collects specific data related to your product or trends you interested in Behavioural analytics - Gathers data around online activity

Question 27

Name Audience listening tools

Answer 27

Social Media - Hootsuite, Hubspot, Social Intel, Nuvi and Affinio Market Research - PRIZM, eMarketer, Euromonitor, Nielsen and Spark Surveys - Survey Monkey, Qualtrics, Zoomerang, AYTM Behavioural Analytics - Google search data

Question 28

What is Cultural research?

Answer 28

Investigating ways in which culture transforms and creates individual experiences, everyday life, social relations and power

Question 29

What are the cultural influences?

Answer 29

Geographical, influential figures and movements, language and memes, historic and current news and Rules & mores

Question 30

What are the benefits of cultural research?

Answer 30

exporting campaign successfully in other cultures, adapt the positioning to fit in a global context and prevent potential misconceptions or offensive content

Question 31

What are some cultural research tools?

Answer 31

Social media conversations, audience research and dedicate platforms such as niche websites, influencer accounts, bloggers and forums.

Question 32

What are the 3 competitor research insights?

Answer 32

Strategy, target market and message

Question 33

What are competitive research platforms and what do they do?

Answer 33

Social media Source of insights, conversations, hashtags, mentions, reviews and comments. You can use tools to monitor what people are saying about your competition that includes Twitter, Feedly and Brandwatch Competitor assets Provides competitor websites, downloading white papers, listening to webcasts and participating in online events that allow you to understand how they position themselves. You can also use Alexa to understand where their traffic is generated Search Analysing searches and you can use tools such as SEMrush or SpyFu to monitor their rankings Content Analysis To understand their media strategy. You can follow their newsletter with Owletter and Kompte to track website changes

Question 34

What are the benefits of conducting Industry trend research?

Answer 34

Keeping up with the audience's communication style and medium, identify market opportunities and plan the next marketing efforts

Question 35

What are the tools to track industry trends?

Answer 35

Social media monitoring - Tweetdeck, Google trends and Twitter Market research reports - Euromonitor, eMarketer, Qualtrics, Nielsen, Crimson, Hexagona and PWC Search analytics - Keywords using Google ads and Google trends Academic research - scholar research such as MIT, Harvard, Oxford etc and databases such as Google Scholar or Base