Module 1: Introduction to Digital Marketing

Content marketing:

: Content marketing is key to the inbound strategy, which in turn is central to a digital marketing strategy. Well-developed and targeted content increases brand personality and likability. Through content, consumers discover your brand values, experience, and world, and can identify with the brand but also learn more about the product and how it solves their problems. Content strategy impacts all stages of the buyer's journey as it is central to all points of contact, and it is the final destination for a lot of marketing tactics. Content is also key in going viral and creating word of mouth as users will share content that is impactful and humorous, or that surprises them.

Broadcast:

: Known as on-air advertising, it is the primary revenue generator for commercial television and radio stations. Examples include film, TV, product placement, program sponsorship, cinema, and radio.

as a marketing, what are you trying to do with inbound marketing?

As a marketer, you are attempting to find ways to create the conditions where people are drawn to your brand via your content, with the objective of turning them into a customer.

Audience research and social listening tools can both provide important insights for marketers on a target audience. Drag and drop each audience research or social listening tool to the correct column. Audience Research Vs. Social Listening a. survey tool, b. social media platform, c. behavior analytics, d.influencers, e. hootsuite, f. hashtags, g.marketing research company, h. tweetdeck

Audience: b. Social Media Platform, g.Marketing Research company, a.survey tool, c.behavior analytics social Listening: e.hootsuite, f. hashtags, d. influencers, h.tweetdeck

Questions to ask about the Initiate stage?

Consider who are they, what are they interested in, what resonates with them, and what products have they already tested? What actions can you take using digital platforms that will add value to your organization and customer experience?

Social Media

Creates visibility and interactivity with an audience

What does paid media work well with?

In tandem with various reporting tools such as Google Analytics, you will be able to analyze who is seeing your media and how the audience engages or interacts with your campaigns. This, in turn, enables you to adjust and optimize your paid media performance

Owned Media

In, owned media incorporates a company's own content, packaging, point-of-sale, and the people who come into contact with consumers. It's the stuff a brand creates to promote itself

What is inbound paid media good for?

Inbound paid media like paid search and types of remarketing are great ways to drive sales and conversions. However, with the advent of ad blockers, for example, there are challenges to the efficacy of paid media, particularly with today's ad saturation and the ability to skip or report ads.`

SEO

Increases the visibility and searchability of online assets

why is earned media so important?

It has already established a level of trust - it comes personally recommended - and this is something a paid ad cannot do. People will question the relevance of a paid ad because of its very nature, because of the fact that it has been paid for.

Which DMI 3i principle is illustrated by applying your customer engagement learnings to your digital marketing strategy?

Iterate

Email and automation marketing:

Marketing emails and automation are used for conversion and loyalty. Emails and automation aim to reach out to the customers at the right time to lead them to a conversion destination, such as a landing page. Common email objectives include raising interest, converting sales and retaining customers by providing additional value to the brand and product.

Mass or Individual Media

Mass: These are group experiences where all eyes and ears are receiving the same stimuli. Individual: , consumers present at the same time can see an infinite variation of content based on who is logged in - this is an individual experience

What elements of a SMART objective are illustrated in the following statement? In order to establish myself as a digital marketing expert, I will complete a diploma in digital marketing.

Measurable and Specific (becoming a digital marketing expert is a specific goal and completing a diploma in digital marketing is a way to ensure that it is measurable)

Outbound vs Inbound

O: This is a push strategy that begins with the brand or advertiser showing ads to as many people as possible, hoping that it will resonate with some of them. For this reason, it is harder to track and more expensive. I: Aims to attract interested consumers to your content, brand, and offer. The use of cookie tracking, SEO, topics, blogs, and influencers helps brands resonate with a specific audience so they come to you

One-to-One vs. One-to-Many

OTO: In traditional marketing, the message given is singular. In other words, because of the group experience, the traditional marketers will develop a single message that will deliver the same content to individuals. OTM: . In digital marketing, marketers can create multiple versions of the same message, and target users whose profile definitely fits their target audience. The brand experience aims to treat the consumer as an individual by delivering personalized, relevant content.

Organic search (SEO):

Optimizing for organic search is a key tactic in digital marketing because it leads to discovery, awareness, interest, and conversion without paid effort. SEO makes your content visible to the audience and easily searchable on Google and other search engines without the need to pay for clicks.

Website optimization:

Optimizing your website is essential to create an environment where visitors can engage with your brand content and easily take valuable actions on your site such as buying a product or contacting your team with minimal fuss. Optimizing speed, navigation, responsiveness, content, and conversion processes will help drive more of those valuable actions and lead to better performance.

Passive or Active Audiences

Passive: when an ad is showing on TV, the audience has no means of responding to the message. This is a passive medium. Active: Active media are any form of media where the consumer can physically engage with the content, such as Facebook, Twitter, and Google. Content on digital platforms has been developed to be highly engaging - consumers can share, comment on, like, tweet, and pin it.

Outbound Marketing Strategies: Push strategy:

Push Strategy: -Uses volume and repetition to spread word of existence, -Associated with traditional and digital marketing

Referral:

Referrals often happen spontaneously. This form of marketing involves promoting products or services to new customers through referrals, usually by word of mouth. For instance, it includes fidelity cards with vouchers and discounts for sponsorship.

SMART Objectives

S.pecific M.easurable A.chievable R.elevant T.ime-bound

Outdoor:

Similar to print but on a larger scale, these are billboards (also called 48 sheets or the even larger 96 sheets), bus stops and smaller placements (also called 6 sheets), bus sides, building wraps and installations, and so on.

Questions to ask about the Iterate stage?

So during the Iterate stage, you apply your learnings from live or historical customer engagements with your campaign to improve performance. Do they engage with it? If they are not engaged, what can you change to make them more engaged? Did you go through the right path? Did you position your product in a way that resonates on the market? Are you filling the market gaps? Is your content engaging, is it interesting enough? Is your audience targeting correct? Are your keyword choices driving the desired action from the audience?

You are researching your competitor's target market to find out how active their community is and what their audience is saying about their brand. What tool or source of information is best suited to provide this competitive insight? -Search rankings -content analysis -social media -competitor assets

Social Media

Social media marketing:

Social media platforms are primary channels for creating awareness and interest through content and social engagement. Advertising can be targeted and re-targeted to appeal to the conversion objective. Social channels are also important channels in the Retention stage of the buyer's journey as the primary platform for customer to get information and updates from the company

what is the strength of inbound marketing?

The strength of inbound marketing is 'user intent'.

Tips to make objectives specific

Think simple, sensible, and significant. When defining your goals, think about the following questions: o What do I want to accomplish? o Why is it important? o Who is involved? o Where is it located? o What resources or limits are involved? Write down a summary of your goal and reshape it to be as specific and clear as possible. The goal should describe an action that involves the customer. Sometimes a unique objective is clearer and more realistic than having too many that will dilute your impact and focus.

Paid search (PPC):

This channel will help you get high value traffic and clicks from an interested audience. As the audience is actively searching for keyword related to their issue, using paid search helps to bring you top of the list when customers are searching and ready to buy or take action.

Direct marketing:

This involves promoting and selling directly to the end buyer from the manufacturer with no other media owner involved. For instance, it includes letters or flyers, coupons, brochures, and general any other print material delivered to a consumer's mailbox or hand.

Print:

This is advertising that uses physically printed media to reach consumers and prospects, such as newspapers, brochures, and magazine ads

How is outbound marketing achieved?

This is done by rapidly spreading word of the campaign product or service to the target audience using, for example, visual display banner and video formats multiple times to ensure people remember the product. This is known as 'drive product recall,' and is achieved through audience reach and repetition.

Traditional vs. Digital The level of investment committed to the medium consumer by an audience

Trad: Passive Audience Digital: active aud.

Traditional vs. Digital The development of a message to a broader or niche audience

Trad: many Dig: one to one

Traditional vs. Digital The strategy of acquiring audience attention via push or pull content tactics

Trad: outbound Dig: Inbound

Traditional vs. Digital The way media is consumed by an audience

Traditional: mass audience Digital: individual audience

Ask the following questions to make sure the goal is measurable:

What are the current key performance indicators (KPIs) for the business? What digital data can you leverage? This includes traffic, cost per click (CPC), lead generation, social media tracking, among others. What is the current situation and what evolution do you expect to see? How much? How many? How will you know when is the objective has been accomplished?

A time bound objective can be identified by answering these questions

When? What can I do today? What can I do six weeks from now? What can I do six months from now? Based on research, what is the appropriate timeframe that should be given to achieve this goal?

How do people find you with inbound marketing?

With inbound marketing, potential customers find you through channels such as blogs, search engines, email subscriptions, word of mouth, and online reviews/recommendations.

3i principles

a methodology that helps to guide digital marketers towards achieving their goals.

Direct Marketing: a. coupons, b.product placement, c. word of mouth, d. fidelity cards, e. cinema advertisement, f. program sponsorship, g. mailings and brochures, h. flyers, i. discounts for sponsorships

a. Coupons, h. Flyers, g. Mailings and Brochures

Paid Media: a.social media ads b.website, c. reviews, d. blog, e. display ads, f. word of mouth promotion, g. mentions, h. social media account, i. retargeting

a. Social Media Ads, e. Display Ads, i. Retargeting

Using the full circle of marketing tactics is called a 360 or integrated marketing strategy.What are the main benefits of a 360 marketing campaign? a. Covers the entire buying cycle b. Encourages the consumer to proactively visit your website c. Covers traditional marketing d. Optimizes for scale and relevance

a. covers entire buying cycle d. optimizes for scale and relevance

Traditional vs. Digital Marketing: Traditional: a. passive audience, b. one to one, c. individual, d. mass, e. active audience, f. one to many, g. inbound, h. outbound

a. passive audience, d. mass, f. one to many, h. outbound

What benefits can effective project management offer a project? a. Resources can be planned ahead of time b. The cost of the project reduces c. Fewer stakeholders need to be involved d. The project has a central, accountable point of contact

a. resources can be planned ahead of time d. the project has a central, accountable point of contact

Cultural Research Strategy: understand how a brand in a case study performed in cross cultural campaigns

acquiring audience research

Measurable Objective

an obtainable goal that can be measured using numbers - for example, increase website visits by 10% by June.

Broadcast Marketing: a. coupons, b.product placement, c. word of mouth, d. fidelity cards, e. cinema advertisement, f. program sponsorship, g. mailings and brochures, h. flyers, i. discounts for sponsorships

b. Product Placement, e. Cinema Advertisement, f.Program Sponsorship

You are conducting research on your product and the factors that affect its performance. What type of industry trend tools can provide you with access to trending topics online? a. Google Ads b. Tweet Deck c. Google Analytics d. eMarketer reports

b. Tweet Deck d. eMarketer reports

Outbound Marketing

begins with the brand advertiser pushing out a message to a specified target audience with the objective being to drive awareness of a product or service.

What is outbound paid media useful for?

building awareness and generating familiarity, as it provides the basis for audience reach, ad repetition, and defined audience targeting.

Traditional vs. Digital Marketing: Digital : a. passive audience, b. one to one, c. individual, d. mass, e. active audience, f. one to many, g. inbound, h. outbound

c. Individual, b. one to one, e. active audience, g. inbound

Referral Marketing: a. coupons, b.product placement, c. word of mouth, d. fidelity cards, e. cinema advertisement, f. program sponsorship, g. mailings and brochures, h. flyers, i. discounts for sponsorships

c. Word of Mouth, d. Fidelity Cards, i. Discounts for Sponsorships

surveys

collects or statistical data on products and services

Your prospect is aware they have a problem and have identified potential solutions for it. They are now at the stage in the Buyer's Journey where they know about your brand, but they are evaluating all of their options. What stage is your prospect at? a. Interest b. Conversion c. Consideration d. Awareness

d. awareness

Understanding the relationship between different types of audience research data is key to developing audience insights. Match each set of examples to the type of audience research data they represent. Demographics, Psychographics, Behavioral -lifestyle, ideas, and beliefs -retail experiences, product use and adoption -Social, geographical and financial

demographics: social, geographical and financial psychographics: lifestyle, ideas and beliefs behavioral: retail experience, product use and adoption

Earned Media: a. social media ads b. website, c. reviews, d. blog, e. display ads, f. word of mouth promotion, g. mentions, h. social media account, i. retargeting

f. Word of Mouth Promotion, c. Reviews, g. mentions

Cultural Research Strategy: Learn what values are most important to a cultural group

follow the consumer journey through all dedicated platforms and sites

behavior analytics

gathers data around online user activity

Owned Media: a. social media ads b. reviews, c.blog, d.display ads, e. word of mouth promotion, f. mentions, g. social media account h, retargeting i. website,

i. WEbsite, c. blog, g. social media account

social listening

identifies audience interests

What is the most important aspect to digital marketing?

inbound marketing is the most important aspect to digital marketing as it allows you to attract customers who consider your content or service relevant to them.

Benefits of Owned Media

include the cost efficiency, flexibility, longevity, and power of developing a go-to platform for your audience.

Earned media

is free publicity generated by consumers, PR, influencers, and people who speak about and share content related to your brand or product. Earned media is generated either in response to content you've shared, or via voluntary mentions; in many cases, these people we will be your brand advocates and will actively promote your brand because they like you!

Paid media

is media or advertising that you have paid for to drive banner and video visibility, or clicks and traffic, to your product, website, or service.

Owned media

is the media that you create and manage.

What is digital marketing?

is the use of new media or digital technology to achieve marketing and business goals. can be defined within the parameters of technologies using digital formats and the internet. T

what is difficult about earned media?

it can be difficult to understand how effective earned media is in driving action or resonating with your audience

Benefits of earned media?

it creates credibility, is organic, and tends to live on longer than paid or owned media.

Inbound Marketing

it's almost like reverse marketing. Inbound marketing involves trying to pull your audience towards your content, brand, or service. It is about attracting those people who are already interested in your product or service so that they seek you out and engage.

Cultural Research Strategy: Understand how a specific community interacts

monitoring social media conversations

Traditional Media

often defined as the "established or traditional means of mass communication, especially compared with digital methods". Quite simply, media that didn't develop with the digital era are the ones most likely to be considered as traditional and part of a traditional media strategy.

market research

provides third party analysis of specific topics

Time Bound Objective

your objective needs to be time-bound in order to set limits to the time spent on this particular objective and to fit the business timeframe in terms of target, product development, and other major time-bound events

Paid Media

, comprises any form of media designed to promote your brand or content on the internet for a fee. Examples of this includes social media advertising, paid search, display adverts, or paid influencers.

Inbound marketing strategies: Pull Strategy:

-Pull Strategy: -Attracts leads by proving helpful content, -closely aligned with digital marketing

key questions you should ask when considering owned media are:

-What am I going to talk about? -What do I want people to see? -What type of message do I want to get across to my audience?

What skill sets and abilities does an effective project manager need to possess? Choose TWO of the following: Ability to allocate resources Ability to network with industry and subject matter experts Ability to plan and manage timelines Ability to read and interpret financial accounts

-ability to allocate resources -ability to plan and manage timelines

What are some common tasks that a project manager carries out? Choose TWO of the following: Ensures team members have the resources they need Generates sales leads and conversions Guides the project from start to finish Updates health and safety guidelines

-ensures team members have the resources they need -guides the project from start to finish

Achievable Objective

. Is it achievable? Is it too ambitious? Do you have the resources necessary to achieve this goal? It's the reality check.

Earned Media

. It is where you have created a good piece of content, shared it through various platforms - including paid promotion - and now people are engaging with it and actively sharing it with their friends because they view it as important, relevant, interesting, or even funny.

3i: Initiate

1. The initiate principle of digital marketing states that the customer is the starting and finishing point for all digital activities. The core of this principle can be summed up as: 'Let the customer decide'.

The first five steps in the seven-step framework for managing projects take place before the project even commences.

1. identify the project or campaign 2. write a project brief 3. develop goals and objectives 4. get input from the team 5. map our timelines and tasks

3i: Iterate

2. Iterate emphasizes the importance of tweaking a digital marketing campaign in response to user interaction. In short, the more iterations undertaken, the more effective the campaign becomes as you seek to adjust and scale based on feedback, customer engagement, and data.

3i: Integrate

3. The integrate principle is about taking your efforts across digital channels to drive an outcome that is greater than the individual channels on their own. This also involves integrating both digital and any traditional marketing efforts in a unified way into your overall marketing campaign strategy.

Questions to ask to check overall objective relevancy

Does this seem worthwhile? Is this the right time? Does this match our other efforts or needs? Is this the right team? Are you the right person to reach this goal? Is it applicable in the current socio-economic environment?

PPC

Drives interested audience to a site

Earned media is about...

Effectively, earned media is about people interacting with your content without you having to put in the effort to drive traffic. Furthermore, your brand can borrow the legitimacy of normal people sharing your content, and this builds trust and credibility far quicker and far more effectively than paid media ever could.

What does good inbound marketing provide?

Good inbound marketing provides efficient and effective routes for your audience to come to your brand . It stands apart in its effectiveness at encouraging audience action - particularly when that audience has a finite attention span from consuming a limitless amount of content on their devices and platforms.

Think about following points with the Achievable objective

How can you accomplish this goal? How realistic is the goal, based on other constraints, such as financial factors? What is the allocated budget that you currently have for this? How many hours a week can the team work on this? Who will be the point of contact responsible for achieving the goal? What things may stop the team from reaching their goals?

Content Marketing

Improves brand personality and likeability

What do we mean by user intent?

In essence, it is the audience who have the internal drive to take action to find your product.

Display advertising:

Thanks to the targeting capabilities of online display, companies can target audience interests, age, gender, community, keywords, and more. So the ads shown to the audience are highly relevant, which drives higher awareness and consideration as well as traffic

Questions to ask about the Integrate stage?

The Integration stage is focused on two parts: selling your strategy to get approval from the organization to move forward, and then integrating your findings and strategy across the different channels. In order to achieve the first part, you can rely on the data uncovered during the Initiate phase and apply the findings to the broader business goals and challenges by showcasing how your strategy works for the business.

What are the challenges of owned media?

s it can take some time to build a reputation and trust that guarantees high levels of traffic to your website, blog, or other digital assets.

Paid media helps to scale...

scale up your digital marketing campaign and reach more people than nonpaid formats.

What does earned media comprise of?

shares, reviews, mentions, and reposts; anything that allows your content to appear on people's social media timelines, for example. T

Specific Objective

specific objective means having a well-defined and clear goal, stating exactly what you aim to achieve. The objective needs to be crystal clear, and anyone who reads it, even outside the Marketing department, should understand what it hopes to achieve.

Relevant Objective

this objective is relevant in the bigger picture , the marketing objectives should tie in nicely with the business objectives