Unit 3: Digital Fundamentals Flashcards
Chaffey identifies the following factors to be considered when planning a digital marketing campaign:
Clear Goals: Know the specific goals and objectives for the campaign before starting. Having clear goals is essential for defining the direction and success of the campaign.
Target Market Identification: Understand the target market and why they are being targeted. Knowing the audience helps tailor the message and content to better engage with potential customers.
Research on Current Content: Conduct research on current content and social media trends. Staying updated with the latest trends and platforms helps marketers stay relevant to their target customers.
Competitor Analysis: Research and analyze competitors’ digital marketing strategies. Understanding what competitors are doing, the social media platforms they use, and their messaging style can provide insights for a successful campaign.
Customer-Brand Relationship: Understand the relationship between customers and the brand. Knowing why customers are interested in the brand’s content enables marketers to tailor their messages and social media choices effectively.
How does traditional marketing differ from digital marketing?
Traditional marketing includes print (magazines, newspapers), broadcast (television, radio), direct mail, and telemarketing. On the other hand, digital marketing includes SEO, content marketing, email marketing, and social media marketing. Traditional marketing focuses on offline advertising channels, while digital marketing utilizes online platforms and tools.
What are the key customer objectives for both traditional and digital marketing?
Customer Acquisition: Traditional marketing acquires customers through sales promotions and advertising campaigns, while digital marketing can use influencers or positive reviews on social media sites to attract customers.
Customer Conversion: Traditional methods involve product trials like free samples, while digital marketing may utilize comparison websites and personalized recommendations based on customer circumstances.
Customer Retention: Traditional marketing retains customers through continuous alignment of product benefits with customer needs and loyalty schemes. Digital marketing achieves retention by building a community of customers who engage with the brand through social media and feel valued.
What resources are needed for an effective digital marketing campaign?
An effective digital marketing campaign requires sufficient resources, including a budget for creating content, paying influencers, and managing social media accounts. Additionally, having a dedicated digital marketing team is essential, including roles like project manager, strategist, content writer, graphic designer, SEO specialist, and social media manager.
How do social media and digital elements interact with customers during the buyer journey?
Awareness: Customers become aware of products or services through search engines, social media, emails, or suggestions based on previous purchases.
Consideration: Potential customers collect information through search engines, comparison sites, and discussion forums to make informed decisions.
Purchase: Customers can make purchases directly through websites or third-party providers, with digital elements facilitating payment and delivery processes.
Services: Digital elements enable customers to manage delivery details, choose delivery options, and have greater control over their purchase.
Loyalty: Social media and various digital touchpoints foster customer loyalty through interactions, promotional offers, and personalized content.
What are the essential roles needed to create a Digital Marketing Team?
Project Manager: Acts as a liaison between the digital marketing team and the rest of the organization, managing team tasks and incoming requests.
Strategist: Identifies buyer personas, maps the customer journey, understands keyword opportunities, and ensures marketing activities align with business goals.
Content Writer: Creates engaging content, including blogs, website content, and automated email copy.
Graphic Designer: Designs visually appealing content to make it memorable and accessible.
SEO Specialist: Ensures content is optimized for search engines to improve visibility and reach.
Social Media Manager: Manages social media platforms and communities to engage with the target audience effectively.
What are metrics in digital marketing communications campaigns?
Metrics are measures used to assess the success and effectiveness of marketing plans and strategies, both traditional and digital. In digital marketing campaigns, different metrics are used to evaluate the campaign’s performance and achievements.
How do digital marketing metrics serve the purpose of campaigns?
Efficient Budget Allocation: Metrics help marketers use the digital marketing budget efficiently by identifying areas of high and low performance.
Improved Conversion Rates: By analyzing metrics, marketers can make sales activities more effective and optimize conversion rates.
Channel Selection: Metrics aid in choosing the right channels to reach the target audience effectively.
Informed Campaign Decisions: Analyzing metrics allows marketers to make more effective campaign decisions based on data-driven insights.
What are the two groups of metrics used for digital marketing communications?
Traffic Metrics: These focus on website traffic and include metrics such as total site visits, traffic by sources or channels (direct, organic/search, referrals, social media), number of new visitors, number of return visitors, and time spent on the site.
Revenue Metrics: These metrics measure the revenue generated by the campaign and may include revenue per visit, average cost of the media campaign per visit, revenue per month, percentage of visitors who make a purchase, and identification of high-value customers.
What are some specific examples of traffic metrics used in digital marketing communications?
Total Site Visits: Provides a general idea of how effective campaigns are at driving traffic to a website. Steady growth in this number is desirable, and drops indicate the need for corrective action.
Traffic by Sources or Channels: Segments traffic sources into direct visitors, organic/search visitors, referral visitors, and social media visitors. This helps pinpoint overperforming and underperforming channels.
Number of New Visitors and Number of Return Visitors: Measured using cookies, these metrics indicate loyalty, interest in content, and the development of customer relationships.
Hardware Access: Understanding the devices used by visitors helps tailor content accordingly and gives insights into access quality. For example, mobile phone users might access for quick information, while computer users may be more inclined to make purchases.
How can revenue metrics be used to assess the success of digital marketing communications campaigns?
Revenue metrics are crucial for assessing the success of digital marketing communications campaigns. Examples of revenue metrics include revenue per visit, average cost of the media campaign per visit, revenue per month, percentage of visitors who make a purchase, and identification of high-value customers. By analyzing these metrics, marketers can determine the campaign’s impact on generating revenue and identify the most valuable customers and campaigns that drive higher sales.
What is the key to reporting digital metrics in marketing campaigns?
The key to reporting digital metrics in marketing campaigns is managing “Big Data.” Many companies use proprietary systems, known as Dashboards, to handle large and complex data in a user-friendly way. These Dashboards can produce both real-time and historical data and analyze it to generate reports focused on specific Key Performance Indicators (KPIs) relevant to measuring the success of a digital marketing campaign.
What is meant by “Big Data” in the context of digital marketing?
“Big Data” refers to extremely large and complex datasets that traditional methods of collection and analysis cannot handle. The volume and variety of Big Data have exponentially increased over the past decade, coming from various sources like mobile phone services, internet banking, web content, social media interactions, search history, and physical sensors, among others.
What are the three main characteristics of Big Data ?
Volume: Large amounts of data from diverse sources are gathered and consolidated, handled through advanced technologies like Apache Spark and Hadoop.
Velocity: Data now streams at exceptional speeds, requiring near real-time processing due to various data sources like sensors, smart metering, user data, and RFID tags.
Variety: Data is released from different systems in various formats, ranging from structured to unstructured, numeric to non-numeric or text documents, audios, videos, and more.
How does reporting Big Data benefit digital marketing communications campaigns?
Reporting Big Data in digital marketing communications campaigns provides unprecedented access to detailed statistics about every aspect of the marketing efforts related to the online environment. These analytics help assess the success or failure of digital marketing objectives, such as income generation, brand development, and customer service. Additionally, e-metrics and analytics can be used to evaluate individual tactics employed to achieve strategic aims. Various metrics and analytics are utilized for brand development, after-sales services, lead generation, online sales, and identifying points of exit, allowing marketers to make informed decisions and improvements.
