12 Questions
What is the primary responsibility of marketing?
Satisfying customer requirements
Which technology is mainly used in Digital Marketing according to the text?
Internet
What percentage of active internet users in Sri Lanka are on Facebook?
More than 70%
What is the average speed of mobile connection in Sri Lanka based on the provided data?
20.15 MBPS
Which age group has the highest representation among Facebook users in Sri Lanka?
25 - 34
What is the top social media channel used in Sri Lanka based on the data provided?
What is compared to 'the new oil' in the text?
Data
What key factor determines the quality of data according to the text?
Refinement
Which of the following is NOT a consideration for defining KPIs based on digital marketing goals?
Online mentions
What is emphasized as crucial when defining KPIs at each stage in the customer journey?
Organic search (SEO)
Which metric is specifically mentioned as part of 'Awareness' in KPIs definition?
Back links
What term is used to refer to unique digital assets like NFTs in the text?
Metaverse
Study Notes
Introduction to Digital Marketing
- Digital marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably using digital technologies, mainly the internet.
Sri Lanka - Digital Landscape
- 8.2 million internet users in Sri Lanka
- 10 million mobile connections
- 4 million smartphone users
- 1.6 million Facebook users
- 6.5 million internet users aged 25-34
- 65+ age group accounts for 5% of internet users
- Women account for 53% of internet users in Sri Lanka
Device Usage in Sri Lanka
- 97.4% of users use mobile devices to access the internet
- 1.2% of users use desktop devices to access the internet
- 1.4% of users use tablet devices to access the internet
Top Social Media Channels in Sri Lanka
- Facebook: 93.14%
- YouTube: 4.21%
- Twitter: 1.33%
- Pinterest: 0.51%
Top Mobile Vendors in Sri Lanka
- Samsung: 35.33%
- Huawei: 23.16%
- Oppo: 13.45%
- Vivo: 12.19%
Top Search Engines in Sri Lanka
- Google: 95.51%
- Bing: 3.14%
- Yahoo: 0.68%
YouTube in Sri Lanka
- Average speed of mobile connection: 20.15 Mbps
- YouTube is a popular platform in Sri Lanka
RACE Digital Marketing Framework
- Reach: increasing brand awareness and consideration
- Act: driving conversions and encouraging desired actions
- Convert: converting leads into customers
- Engage: building customer relationships and loyalty
Digital Marketing Strategy
- Segmentation: dividing the market into identifiable groups
- Targeting: selecting the most profitable segments
- Positioning: creating a unique brand identity
- Digital is the "enabler" of the marketing strategy
KPIs (Key Performance Indicators)
- Awareness: reach, impressions, video views
- Consideration: website visits, page ranking on Alexa
- Action: email subscriptions, e-brochure downloads, online reservations
- Engagement: Facebook engagement, Twitter followers, YouTube subscribers
Learn about the basics of marketing in a digital world through the perspective of Shanaka Rathnayake, an MBA graduate from UWE Bristol. Explore the evolution of marketing strategies and the impact of digital technologies on reaching and satisfying customer needs.
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