Digital Marketing and social media - Mid term
exam |78 Q’s and A’s
Traditional Marketing - -Is a broad category that incorporates long established strategies
such as print, broadcast, direct mail and telephone
-Digital Media - -Products and services that come from the media, entertainment and
information industry and its subsections. It includes digital platforms, digitised content,
and services.
-Peoples online behaviours shape their - -Digital identities
-Digital persona - -People's online behaviours shape their digital identities. Individuals
may show different behaviour patterns in different contexts
-Digital marketing - -marketing of products or services using digital technology, like the
internet, smartphones, and other emerging devices.
-Big data - -including market and customer insight and predictive analytics
-Content marketing communities - -branded niche or vertical communities E.G. Netflix
community of comedy fans
-Conversion rate optimisation (CRO) - -improving website experiences. The conversion
rate of the website. Anything that increases efficiency
-Display - -Banners on publishers, ad networks social media including retargeting and
programmatic
-Internet of things - -marketing applications E.G. Samsung smart fridges
-Marketing automation - -·include CRM, behavioural email marketing and web
personalisation. Reaching out to a specific audience
-Mobile marketing - -mobile advertising, site development and apps. Includes more
technical work in the area of information systems
-Paid search marketing - -·e.g. google adworkds, pay per click
-Online PR - -including influencer outreach. Way to reach a broad audience
-Partnerships - -including affiliate and co marketing
-Search engine optimisation - -· SEO or organic search
, -Social media marketing - -including social CRM and social customer care
-Wearables - -e.g. apple watch, activity trackers, augmented reality
-Trends from 2017-2019 - -Show a clear movement in technology to drive marketing
efforts in the digital channels
-Both multi and omni channel - -·involve selling across multiple physical and digital
channels, the key difference is how the customer experience is joined up across those
channels.
-Traditional multichannel retailer - -may have a website and physical stores. These two
channels are generally very siloed, and have very little interaction with one another, and
hence customer experience of shopping in these channels is very fragmented.
-Omni-channel retailing - -joins touchpoints together so that whatever journey the
customer chooses to take, the experience is consistent and unified.
-Customer markets - -going to stores or websites and responding to promotions or
merchandising
-Web/online channel - -had a great impact in changing consumer behaviour. Consumers
would search online but still go in store to buy the products.
-Disadvantages of shopping on the internet - -choice overload
product uncertainty
-Internat as a search and decision support tool - -Recommendation agent - helps
consumers reduce the burden of making a decision
Comparison metrics - softwares employed by the website which help compare the prices of
products easily
-Advantages of online channels - -higher quality alternatives
low search costs
Better choice
price competition
Non price based outcome customised emails
-Benefits of social media - -Information
Value
Online WOM as individual expression
-Social media - -changed and became a source of creativity for consumers. Included
product reviews, online ratings, and network social hubs of influencers.
exam |78 Q’s and A’s
Traditional Marketing - -Is a broad category that incorporates long established strategies
such as print, broadcast, direct mail and telephone
-Digital Media - -Products and services that come from the media, entertainment and
information industry and its subsections. It includes digital platforms, digitised content,
and services.
-Peoples online behaviours shape their - -Digital identities
-Digital persona - -People's online behaviours shape their digital identities. Individuals
may show different behaviour patterns in different contexts
-Digital marketing - -marketing of products or services using digital technology, like the
internet, smartphones, and other emerging devices.
-Big data - -including market and customer insight and predictive analytics
-Content marketing communities - -branded niche or vertical communities E.G. Netflix
community of comedy fans
-Conversion rate optimisation (CRO) - -improving website experiences. The conversion
rate of the website. Anything that increases efficiency
-Display - -Banners on publishers, ad networks social media including retargeting and
programmatic
-Internet of things - -marketing applications E.G. Samsung smart fridges
-Marketing automation - -·include CRM, behavioural email marketing and web
personalisation. Reaching out to a specific audience
-Mobile marketing - -mobile advertising, site development and apps. Includes more
technical work in the area of information systems
-Paid search marketing - -·e.g. google adworkds, pay per click
-Online PR - -including influencer outreach. Way to reach a broad audience
-Partnerships - -including affiliate and co marketing
-Search engine optimisation - -· SEO or organic search
, -Social media marketing - -including social CRM and social customer care
-Wearables - -e.g. apple watch, activity trackers, augmented reality
-Trends from 2017-2019 - -Show a clear movement in technology to drive marketing
efforts in the digital channels
-Both multi and omni channel - -·involve selling across multiple physical and digital
channels, the key difference is how the customer experience is joined up across those
channels.
-Traditional multichannel retailer - -may have a website and physical stores. These two
channels are generally very siloed, and have very little interaction with one another, and
hence customer experience of shopping in these channels is very fragmented.
-Omni-channel retailing - -joins touchpoints together so that whatever journey the
customer chooses to take, the experience is consistent and unified.
-Customer markets - -going to stores or websites and responding to promotions or
merchandising
-Web/online channel - -had a great impact in changing consumer behaviour. Consumers
would search online but still go in store to buy the products.
-Disadvantages of shopping on the internet - -choice overload
product uncertainty
-Internat as a search and decision support tool - -Recommendation agent - helps
consumers reduce the burden of making a decision
Comparison metrics - softwares employed by the website which help compare the prices of
products easily
-Advantages of online channels - -higher quality alternatives
low search costs
Better choice
price competition
Non price based outcome customised emails
-Benefits of social media - -Information
Value
Online WOM as individual expression
-Social media - -changed and became a source of creativity for consumers. Included
product reviews, online ratings, and network social hubs of influencers.
