Podcast
Questions and Answers
What is a primary goal of sales promotion offers?
What is a primary goal of sales promotion offers?
Which of the following is NOT considered an advantage of email marketing?
Which of the following is NOT considered an advantage of email marketing?
What defines direct marketing?
What defines direct marketing?
Which online tool is specifically designed to reward customer loyalty?
Which online tool is specifically designed to reward customer loyalty?
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What is a characteristic of viral marketing?
What is a characteristic of viral marketing?
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Which of the following digital marketing channels focuses on organic search rankings?
Which of the following digital marketing channels focuses on organic search rankings?
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What type of network includes platforms like Facebook and Instagram?
What type of network includes platforms like Facebook and Instagram?
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What is a major disadvantage of email marketing?
What is a major disadvantage of email marketing?
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What defines affiliate marketing?
What defines affiliate marketing?
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Which of the following tools offers discounts for subscribing to a newsletter?
Which of the following tools offers discounts for subscribing to a newsletter?
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What are the advantages of email marketing?
What are the advantages of email marketing?
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Which of the following best describes search engine optimisation (SEO)?
Which of the following best describes search engine optimisation (SEO)?
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What characterizes affiliate marketing?
What characterizes affiliate marketing?
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What is a primary function of digital marketing channels?
What is a primary function of digital marketing channels?
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Which of the following platforms is considered a social media marketing tool?
Which of the following platforms is considered a social media marketing tool?
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What is a disadvantage associated with email marketing?
What is a disadvantage associated with email marketing?
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What type of content does viral marketing typically involve?
What type of content does viral marketing typically involve?
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What does coherence in integrated marketing communications refer to?
What does coherence in integrated marketing communications refer to?
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Which of the following is an example of earned media?
Which of the following is an example of earned media?
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Which type of media is defined as being directly controlled by the company?
Which type of media is defined as being directly controlled by the company?
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What is a key difference between online PR and traditional PR?
What is a key difference between online PR and traditional PR?
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Flash sales are an example of which type of promotional tool?
Flash sales are an example of which type of promotional tool?
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What best describes the continuity characteristic in integrated marketing communications?
What best describes the continuity characteristic in integrated marketing communications?
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Which online response mechanism is designed to engage customers and increase conversion rates?
Which online response mechanism is designed to engage customers and increase conversion rates?
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What is a characteristic of complementary messages in integrated marketing communications?
What is a characteristic of complementary messages in integrated marketing communications?
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Study Notes
Sales Promotion
- Short-term incentives driving product movement to end-users.
- Online tools include flash sales, subscriber discounts, cashback, loyalty programs, newsletter discounts, and free shipping.
Direct Marketing
- Direct engagement with targeted individual consumers and communities.
- Aims for immediate response and lasting customer relationships.
Digital Marketing
- Uses electronic channels and digital media to support other communication and distribution.
- Includes websites, email, catalogs, online and social media, and mobile marketing.
Email Marketing Advantages
- Low cost.
- Direct response mechanism.
- Fast deployment.
- Easy personalization.
- Testing options.
- Integration capabilities.
Email Marketing Disadvantages
- Deliverability issues.
- Rendering inconsistencies.
- Email response decay.
- Communication preference considerations.
- Resource intensive.
Search Engine Optimization (SEO)
- Aims for high ranking in organic search engine results pages (SERPs).
- Achieved by optimizing website content for specific keywords or key phrases.
Paid Search (PPC) Marketing
- Similar to traditional advertising.
- Displays text ads with links to company pages when users search specific phrases.
- Pay-per-click model.
Social Media Marketing
- Utilizes online social networks for marketing.
- Networks include Facebook, Instagram, Snapchat, LinkedIn, Twitter, and others.
- Incorporates social bookmarking, publishing, customer service, blogging, knowledge sharing, search, and streaming platforms.
Viral Marketing
- Digital word-of-mouth marketing.
- Highly engaging content that customers share organically.
Affiliate Marketing
- Commission-based arrangement.
- Referring sites earn fees for sales, leads, or website traffic.
Content Marketing
- Core fuel for digital marketing activities.
- Engages and persuades the target audience.
Promotion
- Promotion involves using marketing communications to inform customers about a company and its products.
- Integrated marketing communications aim to deliver a clear and consistent message through various channels.
Integrated Marketing Communications
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Characteristics:
- Coherence: Communication is direct and logically connected.
- Consistency: Multiple messages reinforce each other without contradictions.
- Continuity: Communication is consistent and ongoing.
- Complementary: Synergy exists between different messages.
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Types of media:
- Paid media: Paid for by the marketer, including traditional and online media.
- Owned media: Owned and controlled by the company, such as websites, blogs, social media pages, and events.
- Shared media: Media shared by consumers, including social media, blogs, mobile media, and viral channels.
- Earned media: Media generated through public relations efforts, not directly paid for or controlled by the marketer.
Online Response Mechanisms
- Microsite/Landing page: Effective in converting visitors to action.
- Callback/Chat approach: Engages customers for higher sales conversion.
Advertising
- Any paid form of nonpersonal promotion of ideas, goods, or services by an identified sponsor.
- Online advertising includes all paid space on websites and emails.
Public Relations (PR)
- Activities that influence public opinion and build goodwill.
- Online PR focuses on maximizing favorable mentions on third-party websites frequented by the target audience.
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Differences between online PR and traditional PR:
- Audience is connected to organizations.
- Audience members are interconnected.
- Audience has access to various information sources.
- Audiences actively seek information.
Sales Promotion
- Short-term incentives to encourage product movement to the end user.
-
Online sales promotion tools:
- Flash sales
- Exclusive discounts for subscribers
- Cashback incentives
- Loyalty programs
- Newsletter sign-up discounts
- Free shipping
Direct Marketing
- Directly engaging with targeted individual consumers and customer communities for immediate response and lasting relationships.
Digital Marketing
- A channel strategy using electronic channels and digital media to support other communications and distribution channels.
- Includes: Websites, email, catalogs, online and social media, mobile marketing, and more.
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Advantages of email marketing:
- Relatively low cost
- Direct-response mechanism
- Faster deployments
- Ease of personalization
- Options for testing
- Integration
-
Disadvantages of email marketing:
- Deliverability issues
- Renderability challenges
- Email response decay
- Communication preferences
- Resource-intensive
Search Engine Optimization (SEO)
- Aiming for the highest position in organic search results based on specific keywords.
Paid Search (Pay-Per-Click PPC) Marketing
- Similar to conventional advertising, placing text ads with links to the company page when users search for specific phrases.
Social Media Marketing
- Social media: Online networks where people socialize and share content.
-
Social media marketing radar:
- Social networks: Facebook, Instagram, Snapchat, LinkedIn, Twitter
- Social bookmarking: Delicious, Digg
- Social publishing and news: Blogs, Google display network publisher
- Social customer service: Get Satisfaction, Own support, Twitter
- Social blogging: Company blogs, company forums
- Social knowledge: Yahoo!Answers, Quora, Wikipedia
- Social search: Google search, Yahoo!
- Social streaming: Pinterest, iTunes, YouTube
Viral Marketing
- Digital word-of-mouth marketing or content that spreads rapidly through consumers.
Affiliate Marketing
- Commission-based arrangement where referring sites are paid for sales, leads, or visitors.
Content Marketing
- Creating valuable content to engage and persuade the audience, fueling core digital marketing activities.
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Description
Explore various marketing strategies including sales promotion, direct marketing, and digital marketing. This quiz will assess your understanding of the advantages and disadvantages of email marketing, as well as the basics of search engine optimization (SEO). Test your knowledge on these essential marketing concepts.
