Test 1

What is a brand?

Seen as one of a company's most valuable assets It represents the face of the company, the recognizable logo, slogan, or mark that the public associates with the company

What is the key benefit of social media mareting?

User engagement

How much time does an average user spend per day on social media?

2 hours and 33 minutes

How many people use social media?

3.5 billion people worldwide use social media, which equates to about 45% of the population

What is converged media?

A company's paid media buys, owned digital properties (such as their website and social pages), and earned user-generated content working in concert to inform and involve the user

What is a channel?

A device, medium, or network

What is content marketing?

A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services

What is a keyword?

AKA focus keyword A word that describes the content on your page or post best. It's the search term that you want to rank for with a certain page When people search for that keyword or phrase in Google or other search engines, they should find that page on your website

What does defining your goals include?

Alignment on KPI's determines what metrics, tools and reports are ultimately needed Social, digital and marketing KPIs should all work toward business objectives

What are the five parts of the marketing funnel? What are the four parts of another marketing funnel?

Awareness, consideration, preference, purchase, and loyalty Discover, explore, buy, and engage

What are the challenges of paid media?

Clutter Declining response rates Poor credibility

What are examples of earned media?

Comments Likes Shares Tweets Mentions Recommendations Ratings & Reviews

What are examples of owned media?

Company Website Social Media Channels Blog Email Marketing Apps

What is the production and launch process?

Content creation Paid + owned targeting Client approvals + adjustments "Primetime Posting" to social channels Distribution to Paid + Owned + Influencers Performance analysis

What are the benefits of owned media?

Control Cost efficiency Longevity Niche audiences

What does building a brand involve?

Develop a strategy - some brands actively build a strategy and some are built accidentally

What is a digital brand?

Digital channels and assets are used to communicate a brand's positioning (or purpose) as part of multichannel brand communication or engagement programs

What is owned media?

Digital marketing channels that a company exercises complete control over, such as their branded website and social media

What are examples of paid media?

Display Ads Social Media Ads Search Engine Marketing (SEM) Offline Ads TV Ads Radio Ads Newspaper Ads Video Ads Podcast Ads Sponsorships

What is paid media?

External marketing efforts that involve a paid placement

What social media platform is the market leader?

Facebook 68% of American adults now report they use Facebook

What does a strategy enable?

Focus and alignment across the organization

What are the key benefits of digital marketing?

Highly targeted - you can reach the right audience for your business Cost-effective way to reach your audience Results can be measured - what did you spend? What did you get? Content can be produced and published in "real time"

What are the benefits of paid media?

In demand Immediacy Scale Control

What should all campaigns have?

Integrate with a brand's overarching social strategy Align with the overall launch plan Consider the entire ecosystem (from customer journey and paid media to customer support, influencer engagement and potential crises)

What are the six social media predictions for 2020?

Marketers will turn to TikTok Marketers will increase the use of social listening Microinfluencers will become more effective in promoting the brand Live content will dominate There will be less fake news Social media platforms will be less harmful

What is earned media?

Media exposure you've earned through word-of-mouth

What are the benefits of earned media?

Most credible Key role in most sales Transparent and lives on

What are the challenges of earned media?

No control Can be negative Scale Hard to measure

What are the challenges of owned media?

No guarantees Company communication, not trusted Takes time to scale

What is the key benefit of email marketing?

Once users opt in, you own the list and, you can remarket to your prospects

How many times a day do people in the U.S. check social media?

People in the U.S. check social media a staggering 17 times a day, meaning at least once every waking hour

What are the six parts to a campaign strategy?

Relationship Objective Approach Voice Content Metrics

What are the six sides of the digital marketing rubik's cube?

SEO SEM Content marketing SMM Affiliate marketing Email marketing

What is social media marketing?

SMM A form of Internet marketing that utilizes social networking websites as marketing tool. Goal: to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach

What is SEM?

Search engine marketing Involves promotion of the websites to increase visibility and traffic in SERP's Involves two techniques unpaid (free) and paid marketing

What is SEO?

Search engine optimization Optimize a website page content and visibility in order to gain the natural higher listing on the SERP

What is SERP?

Search engine results pages are web pages served to users when they search for something online using a search engine, such as Google The user enters their search query (often using specific terms and phrases known as keywords), upon which the search engine presents them with a SERP

What are the limitations of traditional marketing?

Shelf life of the content is limited Content is hard to find again later Hard to target the right consumer Hard to measure what's working

What are the nine key trends in social media?

Social stories Social messaging Privacy and transparency On-platform shopping features Communal content experiences (Facebook watch party) Microinfluencers & micro brands Engagement metrics Augmented, virtual, & mixed reality experiences Responsive customer service

What is email marketing?

The highly effective digital marketing strategy of sending emails to prospects and customers Effective email marketing converts prospects into customers, and turns one-time buyers into loyal raving fans

What is digital marketing?

The marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium

What is multi-channel marketing?

The practice of engaging prospects, leads and customers across a combination of indirect and direct communication channels

What is affiliate mareting?

The process of earning a commission by promoting other people's (or company's) products

How can a brand stay on top?

Through continuous reinvention

What is the role of social?

To create, nurture, and protect relationships

How can you use analytics and insights to guide your social media approach?

Universe -What are people saying about you? Your industry? Owned - What are you doing and how effective is it? Competitors - What are your competitors doing and how effective is it? Audience What does your audience want?

What are some questions that a strong brand can answer?

Who am I? What do I stand for? What can I do better than anyone else? Who is my primary target audience? Why should the target love me? Ultimately, what do I want my target audience to do?