Week 10

Question 1

Digital marketing

Answer 1

Digital marketing refers to the company’s efforts to market products and services and build customer relationships over the internet and cellular networks.

Question 2

Digital marketing includes

Answer 2

All of the activities involved in planning and implementing marketing in the electronic environment (internet on computers and devices -tablets and smartphones, and any other telecommunications technologies).

Question 3

Interacting in digital marketing

Answer 3

When companies interact online with consumers and other companies, they do so in any or all of the following five ways

Question 4

When companies interact online with consumers and other companies, they do so in any or all of the following five ways

Answer 4

Creating a search-engine optimized website

Setting up or participating in social media marketing

Using email

Engaging in search engine marketing (SEM)

Using online advertising

Question 5

3 Digital marketing methods

Answer 5

Paid

Owned

Earned

Question 6

Paid

Answer 6

Paid refers to any digital advertising that a business pays for.

Some examples include:
•
Online advertising
•
Mobile marketing
•
Influencer marketing
•
Public relations

Question 7

Online advertising

Answer 7

Advertising that appears while consumers are browsing the web, including display ads, search related ads, online classifieds, video advertising and other forms. As consumers spend more time on the internet, companies are shifting more of their marketing dollars to online advertising to build their brands or to attract visitors to their websites

Question 8

The main forms of online advertising are:

Answer 8

–
search-related ads / contextualised advertising (ad placed through online search engines)
–
display ads (banners or other ad formats made of text, images, flash, video, or audio)
–
online classifieds(buy and sell goods or services –cheaper than display ads)

Question 9

Search engine marketing

Answer 9

Search marketing entails promoting a company’s brands through search engines as part of its integrated marketing communication strategy. It aims to increase website traffic by attracting visitors who search for keywords via their favourite search engine, portal or directory. It uses both organic and paid activities.

Question 10

Paid and organic search engine marketing

Answer 10

Paid: keywords paid for search engine results -pay per click and cost per thousand (CPM)
–
Organic: keywords found on your website

Question 11

4 types of search engine marketing

Answer 11

Paid listings
Contextual search
Paid inclusion
Site optimisation

Question 12

Paid listings

Answer 12

Text links that appear at the top or side of search results for specific keywords. The more a marketer pays, the higher the position the linked text gets. Marketers pay only when a user clicks on the text link.

Question 13

Contextual search

Answer 13

Text links appear in an article based on the context of the content, instead of a user -submitted keyword.
Payment occurs only when the link is clicked

Question 14

Paid inclusion

Answer 14

Guarantees that a marketer’s URL is indexed by a search engine.
The listing is determined by the engine’s search algorithms.

Question 15

Site optimisation

Answer 15

Website modifications made to ensure indexing by bots and spiders, and which help a site to be found in a keyword search and lift its rankings in search engine output.
Google is the pre-eminent search engine throughout the world

Question 16

Mobile marketing

Answer 16

The art of marketing to mobile device users

In FY18, mobile made up 54% of total general display advertising (iabaustralia)

Question 17

Benefits of mobile marketing

Answer 17

•
personalised
•
time and location sensitive

Question 18

Challenges if mobile marketing

Answer 18

•
many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options
•
ad formats, customization, and styles can vary

Question 19

Influencer marketing

Answer 19

The focus on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential customers, and orients marketing activities around these influencers.

Question 20

Benefits of influencer marketing

Answer 20

•
Helps build a relationship between a brand and the influencer
•
The influencerpromotesthebrand’sproductsorservices–often through socialmedia (Instagram, YouTube, LinkedIn)

Question 21

Influencers must be:

Answer 21

•
Be trusted figures within a niche community
•
retain a loyal following
•
possess knowledge or experience about what they are advertising

Question 22

Owned digital marketing

Answer 22

Owned refers to any digital channel owned by a business where content is controlled and governed by the organisation.

•
Company websites and search engine optimisation
•
Marketing sites / microsites
•
Branded blog sites
•
Database and email marketing

Question 23

methodsOwned –company websites

Answer 23

Designed to build customer goodwill, collect customer feedback and supplement other sales channels, rather than to sell the company’s products directly

Question 24

Owned –marketing / microsites

Answer 24

A series or group of web pages designed to engage consumers in an interaction that will move them closer to a direct purchase, another marketing outcome, or hold them as loyal customers. These often have their own theme or brand message.

Question 25

Designing effective websites

Answer 25

For most companies, the first step in adding value through online marketing is to create a website. Beyond simply creating a website, marketers must design an attractive site and find ways to get consumers to visit the site, stay around and come back often.

Question 26

Sites are designed to

Answer 26

``` – build customer goodwill – Collect customer feedback – Supplement other sales channels –rather than to sell the company’s products directly ```

Question 27

Designing effective websites

Answer 27

To attract new visitors and to encourage revisits, it is suggested that marketers should pay close attention to the seven Cs of effective website design

Question 28

To attract new visitors and to encourage revisits, it is suggested that marketers should pay close attention to the seven Cs of effective website design

Answer 28

Context: the sites layout and design Content: the text, pictures, sound and video Community: the ways the site enables user to user communication Customisation: the sites ability to tailor itself to different users or allow personalisation Communication: the way the site enables site-to-user, user-to-site, or two-way communication Connection: links to other sites Commerce: capability to enable commercial transactions

Question 29

Search engine optimisation

Answer 29

Search engine optimisation (SEO) is the activity of improving the online visibility (ranking) of your website on the search engine results page (SERP) Tactics may include ``` Use of keywords (popular phrases the consumer uses to search for information) • Refreshing pagecontentoften (monthly) • Links fromand to other sites • Quality content management ```

Question 30

Owned –branded blog sites

Answer 30

Websites (or pages on a website) that allows the visitor to engage with the company and others by providing opportunity to comment, upload or share

Question 31

Benefits of branded blog sites

Answer 31

Builds further relationship between the company or brand and the consumer/customer. Gives the visitor a reason to return to the site Inexpensive to start up and run Improves search engine ranking Shows expertise and credibility

Question 32

Challenges of branded blog sites

Answer 32

Time consuming for the marketer Requires a stream of fresh ideas Can take time to see a result Site also needs to be marketed

Question 33

Owned –database and email marketing

Answer 33

Increasingly mobile phone marketing is incorporated into the digital marketing strategy, and email is part of that strategy! Due to rising concerns in spam, good marketers are practicing permission based, or opt in, email marketing

Question 34

Datasbase and email marketing is good for

Answer 34

– Follow-up customer service – Keep visitors who take an action on your website informed (transactional email)

Question 35

Earned marketing

Answer 35

Earned refers to content that is generated via people outside of the company by customers, consumers and key media figures. Ultimately, the goal of the media is to develop interactivity between the company, brand and consumer.

Question 36

Earned marketing examples

Answer 36

This can include a variety of social media networks social sites word of mouth (buzz) viral marketing (reposting and sharing) review sites and testimonials

Question 37

Earned -social media networks

Answer 37

Social media networks are online social communities where people socialise or exchange information and opinions ``` Examples include: – social networking websites – blogs – virtual worlds ```

Question 38

Word of mouth (buzz)

Answer 38

A customer shares their experience within their group of friends. It is usually short-lived. WOM is a popular tool by small business. Word of mouth (WOM) does not have the compounding effect that viral marketing has.

Question 39

Viral (posting and reposting)

Answer 39

Viral marketing is where an organisation will use their social media networks to promote their products or services with the aim to have their customers or consumer spread information within their social networks.

Question 40

Review sites and testimonials | The internet has enabled interactivity:

Answer 40

• Customer to customer interactivity • Customer to company interactivity

Question 41

Customer-to-customer interactivity

Answer 41

Customers interact by buying or exchange goods or information directly with one another. Such interaction may involve exchanging information through Marketplaces, internet forums and blogs that appeal to specific special-interest groups

Question 42

Customer-to-company interaction

Answer 42

Direct feedback to the company

Question 43

Privacy guidelines

Answer 43

Some countries, including Australia, have extended privacy legislation that applies to most profit and not-for-profit organisations. Privacy guidelines indicate companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them. Marketing organisations must permit individuals to unsubscribe from databases which are used for emails

Question 44

Evaluating direct and digital marketing results

Answer 44

Direct and digital marketing organisationsare interested in a variety of performance measures, both for individual programs and integrated campaigns

Question 45

Evaluating direct and digital marketing organisations set up their programs to allow later monitoring of

Answer 45

``` – Sales lead generation – Database generation – Fulfilment response – Product inquiries – Sales response – Profitability ```

Question 46

Three areas of digital marketing evaluation are

Answer 46

``` • Communication performance • Channel performance • Relationship management ```

Question 47

Communication performance

Answer 47

Just as companies monitor mass media results, digital communication must be measured for effectiveness and efficiency

Question 48

Effectiveness:

Answer 48

did it reach the target market

Question 49

Efficiency:

Answer 49

how cost effective was it

Question 50

Tactics for tracking Communication performance

Answer 50

Web metrics Audience metrics Network metrics

Question 51

Web metrics

Answer 51

hits to the site, log files (google analytics logging IP addresses), user visits, pages visited, dwell time etc

Question 52

Audience metrics

Answer 52

use of third party software (Nielsen’s digital landscape analytics, roymorganresearch etc) through the use of cookies.

Question 53

Network metrics

Answer 53

use of third party software (ConnexityHitwise) to extrapolate data to find out how they are using the web. This gives excellent information on segment analysis.

Question 54

Relationship management

Answer 54

It is possible to calculate what response rate will be required to achieve the objectives (ROI, breakeven etc). We can calculate from this, the customer lifetime value (revenues from a customer over time)