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Questions and Answers
What is programmatic advertising and what is one key advantage it provides in digital marketing?
Programmatic advertising is the automated process of buying and selling ad space using data and algorithms. A key advantage is its efficiency in targeting specific audiences.
Define 'earned media' and give two examples.
'Earned media' refers to publicity gained through organic mentions or shares. Examples include a customer review on TripAdvisor and social media shares of a brand's content.
What is the 'Paid, Owned, and Earned Media' framework, and provide one example for each type?
The framework categorizes media into three types: Paid Media (like Google Ads), Owned Media (such as a company's website), and Earned Media (for instance, customer testimonials).
What are the primary goals of 'owned media' in digital marketing, and list two strategies for achieving these goals.
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Why is user-generated content (UGC) valuable for brands, and what is one difference between UGC and eWOM?
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Identify two principles for success in social media marketing and explain their importance.
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Study Notes
Programmatic Advertising
- Automated process of buying and selling ad space using data and algorithms.
- Offers efficient targeting through data-driven decisions for optimal ad placements.
Earned Media
- Publicity gained through organic mentions, shares, or reviews.
- Examples include customer reviews on TripAdvisor and social media shares for brand content.
Paid, Owned, and Earned Media
-
Paid Media: Advertisements promoted with payment.
- Example: Google Ads
-
Owned Media: Content controlled by the brand.
- Example: Company website or blog
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Earned Media: Exposure gained organically.
- Example: Customer testimonials or social media shares
Owned Media Goals
- Engage consumers with positive brand content.
- Encourage sharing of brand content.
- Achieved through content marketing (publishing helpful blog articles) and customer relationship management (CRM initiatives).
User-Generated Content (UGC)
- Content created by consumers, perceived as more authentic and trustworthy.
- Key difference from eWOM (electronic word of mouth): UGC is actively created, while eWOM is sharing opinions.
Principles for Social Media Marketing Success
- Authenticity: Genuine communication builds trust.
- Interactivity: Engaging with the community fosters loyalty.
Celebrity-Brand Match
- Choosing an influencer or celebrity aligning with the brand's image and values.
- Increases campaign effectiveness by appealing to the target audience and enhancing brand perception.
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Description
Explore the concepts of programmatic advertising, earned media, and the distinctions between paid, owned, and earned media. Understand how these strategies engage consumers and enhance brand visibility through various channels, including user-generated content.
