10 Questions
What is the main focus of marketing?
identifying, anticipating and satisfying customer requirements profitably
The primary use of digital technologies in marketing is mainly the internet.
True
Local Overview: Sri Lanka has about $32$ million __________ connections and $10$ million Smartphones.
mobile
What age group has the largest representation in Sri Lanka's digital landscape demographics?
25 - 34
Match the following digital marketing strategy components with their descriptions:
Segmentation = Dividing a market into distinct groups of buyers Targeting = Selecting specific segments to enter Positioning = Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products
What does RACE stand for in the digital marketing framework?
Reach, Act, Convert, Engage
Which type of marketing involves activities where the company reaches out to the customers?
Outbound Marketing
Agile Marketing involves continuous feedback and improvements.
True
Data is often referred to as the new ________ in the digital age.
oil
What does ROI stand for in digital marketing?
Return on Investment
Study Notes
What is Digital Marketing?
- Digital Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably using digital technologies, mainly the internet.
- There isn't anything called "Digital Marketing" anymore; it's just "Marketing in a Digital World".
Digital Landscape in Sri Lanka
- Sri Lanka has 8.2 million internet users, 300,000 Facebook users, 1.6 million YouTube users, and 1.2 million Instagram users.
- By 2021, the number of internet users in Sri Lanka increased to 10 million, with 4 million Facebook users, 6.5 million YouTube users, and 9 million Instagram users.
- Sri Lanka has 32 million mobile connections and 10 million smartphones.
Sri Lanka – Digital Landscape | Demographics
- Facebook demographics in Sri Lanka: 65+ age group (5%), 55-64 age group (10%), 45-54 age group (15%), 35-44 age group (20%), 25-34 age group (30%), and 18-24 age group (20%).
- Device usage in Sri Lanka: Facebook contains more than 70% of all active internet users.
Top Digital Platforms in Sri Lanka
- Top social media channels in Sri Lanka: Facebook, YouTube, Instagram, and Twitter.
- Top mobile vendors in Sri Lanka: Samsung, Huawei, Apple, and Xiaomi.
- Top search engines in Sri Lanka: Google, Bing, and Yahoo.
- Average speed of mobile connection in Sri Lanka: 20.15 Mbps.
Digital Marketing Strategy
- Segmentation, Targeting, and Positioning (STP) are crucial in Digital Marketing Strategy.
- RACE Digital Marketing Framework: Reach, Act, Convert, and Engage.
- The Social Media Strategy involves defining goals, identifying audience, selecting channels, and creating content.
Content and Channel Marketing
- Content is the key in Digital Marketing.
- Types of marketing: Inbound, Outbound, Paid, Owned, and Earned.
- Integrated Channel Marketing involves using multiple channels to reach the target audience.
- Repurposing content for digital channels is essential.
Measurement and Evaluation
- Key Performance Indicators (KPIs) in Digital Marketing: Awareness, Consideration, and Action.
- ROI – Digital KPIs: Clicks, Reach, Impressions, Video views, and Email subscriptions.
New Digital Trends
- Metaverse: a virtual world where users can interact with each other and digital objects.
- NFTs (Non-fungible tokens): unique digital items that can be bought, sold, and owned.
This quiz introduces the concept of digital marketing, exploring how digital technologies, particularly the internet, are used to identify, anticipate, and satisfy customer requirements profitably.
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