Y1.S2.W1 - Introduction

Question 1

What is digital marketing?

Answer 1

The application of digital media, data and technology integrated with traditional communications to achieve marketing objectives

Chaffey & Ellis-Chadwick (2019:9)

Question 2

What is the main difference between digital marketing and digital media?

Answer 2

Digital marketing is all about promoting products, services, or brands, using strategies and techniques to attract and convert customers online.

Digital media refers to the content itself that is distributed via digital devices or platforms

Question 3

What is the primary focus of digital marketing?

Answer 3

The use of digital technologies, primarily on the internet, to promote products or services.

Baxi (2023)

Question 4

Which digital devices commonly used in digital marketing?

Answer 4

Computers, mobile phones, tablets, smart TVs.

Question 5

Who is involved in digital marketing beyond digital marketers?

Answer 5

Marketing, sales, IT, data analysts, customer-facing staff, and leadership.

Question 6

What are the two main strategies digital marketers use?

Answer 6

Push marketing and pull marketing.

Question 7

What is push marketing?

Answer 7

Content is pushed out to consumers to generate awareness or demand (e.g. banner ads, social ads).

Push = Reaching out to the customer first.

Example: handing out flyers on the street.

Question 8

What is Pull Marketing?

Answer 8

Consumers are actively searching for your content or brand, and you use strategies to draw them in (e.g. SEO, helpful content).

Pull = Making the customer come to you.

Example: putting up a cool sign that makes people walk in out of curiosity.

Question 9

What are push and pull marketing also known as?

Answer 9

Push marketing = outband marketing
Pull marketing = inbound marketing

Question 10

What are some challenges of Outbound (Push) Marketing?

Answer 10

• Audience Resistance - people are bombarded with ads every day, so they tend to ignore/block them (ad blockers, skipping YouTube ads, etc.). It can feel intrusive or annoying if not done carefully.
• Lower engagement, as users aren’t looking for the ad, therefore aren’t interested. You’re catching them “cold,” not warm or interested.
• Harder to build trust, as people are becoming more sceptical of traditional ads, especially from brands they don’t know.
• Short-term focus, doesn’t always support long-term relationships or loyalty. Once the campaign ends, the buzz usually fades.

Question 11

What are some challenges of Inbound (Pull) Marketing?

Answer 11

• Time-Intensive to build organic traffic through SEO, content creation, or social media engagement.
• Requires long-term effort, and consistent, high-quality content to pull in customers (blogs, videos, social media posts, etc.) that resonates with your target audience.
• SEO optimization, content strategy, and social media management all require expertise to be effective.
• Saturation and competition - lot of competition, be incredibly creative and unique to stand out.
• Conversion challenges - well-optimized funnel with lead magnets, calls-to-action, email nurturing, etc., to move them from just browsing to buying.

Question 12

What does inbound marketing aim to do?

Answer 12

Pull potential customers towards a website or app.

Question 13

What does outbound marketing aim to do?

Answer 13

Actively reaching out to potential customers to promote products or servcies.

Question 14

Fill in the blank: Digital marketing is a ______ of marketing.

Answer 14

[sub-component]

Question 15

What is a significant challenge when allocating budgets for digital marketing strategies?

Answer 15

Determining how much to allocate to inbound and outbound strategies.

Question 16

What is the importance of understanding trending topics in digital marketing?

Answer 16

It helps brands to tailor their strategies and content effectively.