Unit 2 - Prepare Digital Marketing Strategy - Part 1

Unit 2 - Prepare Digital Marketing Strategy

Learning Objectives:

1 Describe what is digital marketing

2 Outline key elements, concepts and terms in digital marketing

3 Explain the benefits of digital marketing

Definition of Digital Marketing

data driven marketing;

use of internet and technology

Digital Marketing - Key objectives

communicating marketing messages

marketing and advertising products and brands

through various forms of digital media

Just Do It

5D’s of Digital Marketing

Digital Devices

Digital Platform

Digital Media

Digital Data

Digital Technology

Digital Devices

Devices which customers use to access information and business online.

eg. smartphones, tablets, computers

Multiple Select

Digital Platforms

Cloud-based software and services, through the use of browsers or apps from the major social media platforms.

Examples include:

• Google

• Facebook

• Youtube

• Printed Magazines

Multiple Select

Digital Media

Different paid, owned and earned online communications channels.

including advertising, email and messaging through digitised content (images, texts, videos and audio)

Click on all examples of Digital Media (only one is not digital)

• Social Media

• Websites

• Video Games

• Newspapers

Multiple Select

Digital Data

The insight or ___________ businesses collect regarding their __________ profiles and their interactions with businesses, which is now required to be protected by law in most countries.

• members, customers

• information, audience

Multiple Select

Digital Technology

It is the marketing technology companies use to create _________ experiences from websites and mobile apps to in-store kiosks and email campaigns.

• interactive

• non- interactive

Digital Marketing Terms, Concepts, Elements and Tactics

( 9 points)

Example of SERP

1. Search Engine Optimisation (SEO)

methodology of strategies, techniques and tactics

increase the amount of visitors (traffic) to a website

high-ranking placement in the search results page of a search engine

Search results page of search engine (SERP)

Multiple Select

1. Search Engine Optimisation (SEO)

• methodology of strategies, techniques and tactics

• increase the amount of visitors (traffic) to a website

• by obtaining a high-ranking placement in the search results page

• Example: Facebook

Multiple Select

1. Search Engine Optimisation (SEO)

SEO drives ______________ traffic (organic search).

• unpaid

• paid

1. Search Engine Optimisation (SEO)

Example of SERP

2. Search Engine Marketing (SEM)

A form of digital advertising

targeting a website

to rank on the paid search results

Multiple Select

2. Search Engine Marketing (SEM)

• A form of digital advertising

• targeting a website

• to rank on the paid search results

• to rank on the unpaid search results

Multiple Choice

2. Search Engine Marketing (SEM)

Who has the largest market share?

• Google

• Yahoo

• Bing

3. Pay-per-click (PPC) Campaign

internet marketing model

companies who want to advertise pay a fee each time one of their ads is being clicked

Search engine advertising is one of the most popular forms of PPC

Multiple Select

3. Pay-per-click (PPC) Campaign

• An internet marketing model

• companies who want to advertise

• pay a fee each time one of their ads

• is being clicked

• It is unpaid

Multiple Select

4 Content Marketing

Example, Grammarly Blog

• Create and distribute content

• to a clearly defined audience

• engaging, valuable, and relevant

• goal of achieving marketing objectives

Multiple Select

5. Engaging Website Design

Engaging and responsive website design is crucial because it

• impacts how audience perceives brand

• gets audience to remain on webpage

• keeps leads on their webpage

• turn leads away to competitor

6. Social media marketing (SMM)

any online marketing activities

on social media channels

Multiple Select

Examples of social media marketing activities involve:

(one incorrect answer)

• Building communities and networks

• Posting updates, information on social media channels

• Sharing of pictures through mobile devices.

• Following and connecting with people of influence on social media channels.

Multiple Select

6. Social media marketing (SMM)

1. Building communities and networks

• Facebook Page likes

• Instagram followings

• Blogging communities

• Text message to a friend

Multiple Select

6. Social media marketing (SMM)

2. Posting updates, information on social media channels. (can be paid to enhance reach)

• Facebook Page posts

• Twitter tweets

• LinkedIn updates

• Whatsapp photo to a friend

Open Ended

6. Social media marketing (SMM)

3. Following and connecting with people of influence

Example, TheDiningAdvisor by UOB Bank connecting with LadyIronChef

7. Email Marketing

any form of electronic mail or email sent to a prospect or customer’s email

Multiple Select

7. Email Marketing

• any form of electronic mail or email

• sent to a personal friend's email

• sent to a prospect or customer’s email

8. Affiliate Marketing

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

9. Digital Advertising

delivering promotional content to users

through various online and digital channels

social media, email, search engines, mobile apps, affiliate programs and websites