Digital Marketing & Social Media Overview

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Questions and Answers

What is the definition of Digital Marketing, according to the American Marketing Association?

Any marketing methods conducted through electronic devices which utilize some form of a computer, including online marketing efforts conducted on the internet.

What are the benefits of Digital Marketing compared to Traditional Marketing?

  • Cast effective promoting their brand globally (correct)
  • Traditional marketing is not possible
  • Can promote internationally (correct)
  • Immediate Communication (correct)
  • Delayed communication
  • High Conversion rate (correct)
  • Limited to particular region.
  • Reach out to maximum people (correct)
  • Traditional Marketing is effective and time consuming
  • Low conversion rate

Which of these are types of Digital Marketing?

  • Influencer Marketing (correct)
  • Search Engine Marketing (SEM or Paid Search) (correct)
  • Search Engine Optimization (SEO) (correct)
  • Mobile Marketing (correct)
  • Social Media Marketing (correct)
  • Traditional Marketing
  • Pay-Per-Click (PPC) (correct)
  • Content Marketing (correct)

According to the Bureau of Labor Statistics, the employment in Digital Marketing is predicted to increase by 10% by 2032.

<p>True (A)</p> Signup and view all the answers

What is the definition of Social Media according to Great River Learning?

<p>Internet-based services that facilitate conversations and social interactions.</p> Signup and view all the answers

Why did Social Media become so popular?

<p>Social media is &quot;free&quot; (A), It makes money from advertising (B), It collects and sells user data (E)</p> Signup and view all the answers

The statement "If you're not paying for the product, you are the product." is true in the context of social media.

<p>True (A)</p> Signup and view all the answers

What is the key shift that happened in marketing in the 1990's and 2000's?

<p>From transactional marketing to relational marketing.</p> Signup and view all the answers

Social media is more affordable than OOH Ads TV Ads.

<p>True (A)</p> Signup and view all the answers

Every brand should be on every social media platform to gain maximum reach.

<p>False (B)</p> Signup and view all the answers

According to industry professionals, how many social media platforms are generally recommended for brands?

<p>2-3</p> Signup and view all the answers

What should a brand consider when choosing social media platforms?

<p>Target audience, their location, and what they use the platform for.</p> Signup and view all the answers

Match the social media platform with its primary audience age group:

<p>Facebook = 25-34 years Instagram = 18-34 years Twitter = 21-45 years LinkedIn = 18-35 years YouTube = 18-34 years TikTok = 14-24 years Pinterest = 25-49 years</p> Signup and view all the answers

What are the main strategies used on Facebook for marketing?

<p>Organic optimization and building personal brands (C), Organic reach and influencer relationships (D), Local advertising and building personal relationships (E)</p> Signup and view all the answers

What are the main strategies used on Instagram for marketing?

<p>Influencer marketing and relationship building (B), Organic reach and influencer relationships (D)</p> Signup and view all the answers

What are the main strategies used on Twitter for marketing?

<p>Organic optimization and building personal brands (E)</p> Signup and view all the answers

What are the main strategies used on LinkedIn for marketing?

<p>Organic optimization and building personal brands (A)</p> Signup and view all the answers

What are the main strategies used on YouTube for marketing?

<p>Eye-catching imagery with website links (E)</p> Signup and view all the answers

What are the main strategies used on Pinterest for marketing?

<p>Influencer marketing and relationship building (E)</p> Signup and view all the answers

What are the three types of Social Media Marketing?

<p>Paid media, Owned media, and Earned media.</p> Signup and view all the answers

What is the difference between Paid media, Owned media, and Earned media?

<p>Paid media is when a brand pays for ad space, Owned media is when a brand manages their own channels, and Earned media is when a brand receives unpaid mentions.</p> Signup and view all the answers

Why is LinkedIn and Pinterest often considered to have the best ROI for marketers?

<p>Many marketers believe that these platforms provide a high return on investment for their advertising efforts.</p> Signup and view all the answers

Every click on a social media ad represents a sale for the company.

<p>False (B)</p> Signup and view all the answers

A significant portion of social media ads are designed to build brand awareness rather than drive immediate sales.

<p>True (A)</p> Signup and view all the answers

Match the generation with their usage of social media with the top platform they use.

<p>Generation Z = TikTok Millennials = Instagram Gen X = Facebook Baby Boomers = Facebook Silent Generation = Facebook</p> Signup and view all the answers

How old is Generation Alpha, expected to start becoming active on social media in 2026?

<p>13 years old</p> Signup and view all the answers

Why is Influencer Marketing considered a 'new way to pay'?

<p>Companies pay influencers to promote their products on social media.</p> Signup and view all the answers

What are the categories of influencers based on the number of followers they have?

<p>Nano-Influencers (A), Mega-Influencers (B), Macro-Influencers (C), Micro-Influencers (D)</p> Signup and view all the answers

What are the different types of conversion metrics used in social media?

<p>Reach, Engagement, Acquisition, Retention, and Conversion.</p> Signup and view all the answers

What does 'Conversion' measure in social media?

<p>The transition from seeing the brand to taking an action, such as a purchase, signup, or engagement.</p> Signup and view all the answers

The 1% Rule in digital content creation suggests that 1% of internet users create content, while 99% consume it.

<p>True (A)</p> Signup and view all the answers

Flashcards

Digital Marketing

Marketing methods using electronic devices, including online efforts on the internet.

Search Engine Optimization (SEO)

Improving website visibility in search engine results.

Search Engine Marketing (SEM)

Using paid methods to improve search engine visibility.

Pay-Per-Click (PPC)

Paying for each click on an advertisement.

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Mobile Marketing

Marketing through mobile devices.

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Content Marketing

Creating valuable content to attract and engage audiences.

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Social Media Marketing

Marketing strategy utilizing social media platforms.

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Influencer Marketing

Using influencers to promote products or services.

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Social Media

Internet-based services facilitating conversations and social interactions.

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Paid Media

Marketing that involves paying for ad space on social platforms.

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Owned Media

Brand-controlled sources (e.g., company pages, blogs).

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Earned Media

Attention or coverage through word-of-mouth, reviews, or buzz.

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Generation Z

Born between 1996 and 2012, and likely favour TikTok and Instagram.

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Millennials

Born between 1981-1996, preferring Instagram, and LinkedIn.

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Generation X

Born between 1965 and 1980, valuing online visibility.

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Baby Boomers

Born between 1946 and 1964, and spending money online.

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Conversion Metrics

Measures of success in digital marketing.

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Reach

Number of unique users who have seen a brand's page at least once.

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Engagement

Measures user interaction with a brand's content.

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Acquisition

Number of people who visit or engage with a brand or specific content.

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Retention

Measures brand loyalty and return customers.

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Conversion

Transition from viewing to taking action (e.g., buying).

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CPC

Cost per conversion.

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CTR

Click-through rate.

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Influencer Marketing Types

Categorization of influencers based on their reach and influence.

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Study Notes

Digital Marketing & Social Media

  • Digital Marketing is defined as any marketing methods conducted through electronic devices that utilize online marketing efforts on the internet. (American Marketing Association)
  • Digital marketing is more effective than traditional methods because it reaches a larger audience, allows for international promotion, promotes brand awareness globally, and provides immediate communication. Traditional marketing is limited by region and has communication delays.
  • Digital Marketing ROI (Return on Investment) is most effective on LinkedIn and Pinterest.

Types of Digital Marketing

  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM or Paid Search)
  • Pay-Per-Click (PPC)
  • Mobile Marketing
  • Content Marketing
  • Social Media Marketing
  • Influencer Marketing
  • Employment in Digital Marketing is projected to increase by 10% by 2032.

Social Media Marketing

  • Social media facilitates online conversations and interactions.
  • Social media's growth is attributed to its "freemium" model (free to use, but generates profit from advertising and user data collection).
  • Social media is about connecting with others and building networks. The core idea is that if you're not paying for the product, you are the product in terms of providing data and interactions.

Why Social Media Works for Marketers

  • Shift from transactional to relational marketing approaches, creating a value-driven relationship with customers.
  • Two-directional communication that allows marketers to share branded content.
  • Social Media is more affordable than other marketing methods like OOH Ads or TV Ads.

Social Platforms

  • Not all brands need to use every platform, often two to three platforms are effective.
  • Consider target audience and platform usage when selecting platforms.

Three Types of Social Media Marketing

  • Paid Media: Marketers pay for ad space on social platforms.
  • Owned Media: Brand-controlled sources like company pages or channels.
  • Earned Media: User-generated content, reviews, or buzz that promotes a brand through user sharing.

Social Media Ad Costs

  • Ad costs vary greatly depending on the platform and factors like algorithm and ad strategies.
  • Some platforms have higher ROI than others; for example, LinkedIn and Pinterest often yield high returns on investment.
  • Cost per click (CPC) and cost per mille (CPM) are important indicators of ad campaign costs.
  • A substantial portion (39%) of social media ads are focused on brand building, not necessarily direct sales.

Generational Divides in Social Media

  • Generation Z: Wants brands to be transparent and value customer service.
  • Millennials: Value authenticity and use mobile devices.
  • Generation X: Tech-savvy; deeply research products, and the product needs to be visible online.
  • Baby Boomers: Ready to spend online and expect top-notch customer service.
  • Generation Alpha is just beginning to use social media; they'll be 13 in 2026.

Social Media Platform Usage by Generation

  • Gen Z prefers TikTok, Instagram, and YouTube.
  • Millennials use Instagram, LinkedIn, and YouTube predominantly.
  • Gen X primarily uses Instagram, Facebook, LinkedIn, and YouTube.
  • Baby Boomers use Facebook most.
  • Silent generation use social media less.
  • 45% of people over 65 use social media to gather information.

Influencer Marketing: A New Way To Pay

  • Companies pay influencers (people with a significant online following) to promote products and services on social media channels, using their influence to advertise products.
  • Different types of influencers exist, including mega-, macro-, micro-, and nano-influencers, based on their follower count.
  • Influencer marketing can function as a form of trusted word-of-mouth endorsement.
  • Influencers can help drive brand awareness and sales.
  • Drawbacks include that marketing efforts with influencers are not fully controllable.

Conversion Metrics

  • Reach: Measures the number of users who have seen the brand's online presence.
  • Audience & Audience Growth: Focuses on audiences and how they grow over time.
  • Engagement: How audiences interact and respond to the content.
  • Acquisition: How many people visit a link.
  • Conversion: How many people take a targeted action such as a purchase or a visit to a site.
  • CTR: (Click-through rate) measures how effectively links are being clicked.
  • Retention: Measures brand loyalty and longevity; churn rate shows the number of people who leave a brand or platform.
  • 99% of internet users consume content created by around 1%.

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MKTG 295: Digital Marketing & Social Media 2024 PDF

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