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DMI MODULE 1 - INTRO TO DIGITAL
MARKETING
Digital Marketing - answer-The use of new media or digital technology to
achieve business goals.
Outbound Marketing - answer-Traditional approach using mass media
advertising. 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.
Drive Product Recall - answer-Pushing out a message to a target audience
repetitively trying to bring awareness to your product or service. Achieved
through audience reach and repetition.
Inbound Marketing - answer-Marketing activities that draw the attention of
customers through blogs, Twitter, linkedin, and other online sources, rather
than using more traditional activities that require having to go out to get
customers' attention, such as making a sales call. Inbound is about attracting
people who are already interested in your product or service so they seek
you out and engage.
The use of cookie tracking, SEO, topics, blogs, and influencers helps brands
resonate with a specific audience so they come to you.
What are the 3 different media types in digital marketing? - answer-Owned
Media, Paid Media, and Earned Media
Owned Media - answer-Online content that an organization creates and
controls. For example, the company-created Facebook or linkedin pages.
Paid Media - answer-Any form of media designed to promote a brand for a
fee. This means internet media, such as display ads, sponsorships, and paid
key word searches, that are paid for by an advertiser.
Earned Media - answer-Content that people actively interact with without
effort being made to drive traffic. This is a category of promotional tactic
based on a public relations or publicity model that gets customers talking
about products or services. This form of media builds trust far quicker and
more effectively than paid media ever could.
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Traditional Media - answer-The established or traditional means of mass
communication, especially compared with digital methods. This means
media that didn't develop with the digital era. Traditional marketing media
includes direct marketing, outdoor, print, TV, and radio broadcast, and "word
of mouth" referrals.
Direct Marketing - answer-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 Advertising - answer-This is advertising that uses physically printed
media to reach consumers and prospects, such as newspapers, brochures,
and magazine ads
Outdoor Advertising - answer-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.
Broadcast Advertising - answer-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.
Referral - answer-These often happen spontaneously. This form of marketing
involves promoting products or services to new customers through existing
customers recommending their company, usually by word of mouth. For
instance, it includes fidelity cards with vouchers and discounts for
sponsorship.
Mass Media - answer-Promoting a company in media with a large audience;
TV, magazines, radio.
Individual Media - answer-Promoting a company in media that reaches
people individually; for example, social media, email, and apps.
Passive Audience - answer-Media where the audience observes an event
rather than actively responding to it. For example, an advertisement on TV
or the radio where the audience has no means of responding to the
message.
Active Audience - answer-Any form of media where the consumer can
physically engage with the content, such as Facebook, Twitter, and Google.
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