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Digital Marketing and social media - Mid term exam
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Digital Marketing and social media - Mid term exam
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Digital Marketing and social media - Midterm exam
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
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