Podcast
Questions and Answers
In the current paradigm of digital marketing, which strategic approach necessitates the most profound understanding of algorithmic attribution and cross-device user tracking to accurately gauge incremental return on investment?
In the current paradigm of digital marketing, which strategic approach necessitates the most profound understanding of algorithmic attribution and cross-device user tracking to accurately gauge incremental return on investment?
- Crafting highly segmented, behaviorally triggered email marketing sequences integrated with a customer data platform (CDP). (correct)
- Implementing broad-match keyword campaigns across all available search engine advertising platforms.
- Deploying untargeted display advertising on programmatic networks to maximize reach and frequency.
- Developing interactive augmented reality (AR) experiences devoid of personalized calls-to-action.
Which of the following approaches represents the most radical departure from traditional marketing’s emphasis on standardized messaging and one-way communication channels?
Which of the following approaches represents the most radical departure from traditional marketing’s emphasis on standardized messaging and one-way communication channels?
- Employing A/B testing on landing pages to incrementally improve conversion rates.
- Leveraging AI-powered chatbots to provide personalized customer service and product recommendations on demand. (correct)
- Implementing marketing automation to streamline repetitive tasks like email sending and social media posting.
- Utilizing web analytics to track user behavior and optimize website design.
Given the historical overview of digital marketing's evolution, which technological inflection point most fundamentally altered the balance of power between consumers and brands, necessitating a shift toward permission-based marketing?
Given the historical overview of digital marketing's evolution, which technological inflection point most fundamentally altered the balance of power between consumers and brands, necessitating a shift toward permission-based marketing?
- The introduction of email marketing and the subsequent rise of spam.
- The launch of the first commercial web browser, Mosaic, in 1993.
- The emergence of social media platforms and user-generated content. (correct)
- The widespread adoption of mobile smartphones with always-on internet connectivity.
In the evaluation rubric for the digital marketing group project, what aspect, if compromised, would most severely undermine the project's overall grade, assuming all other criteria are met at a baseline level?
In the evaluation rubric for the digital marketing group project, what aspect, if compromised, would most severely undermine the project's overall grade, assuming all other criteria are met at a baseline level?
Considering the ethical dimensions of digital marketing, which practice presents the most acute conflict between data-driven personalization and user privacy expectations, potentially eroding consumer trust?
Considering the ethical dimensions of digital marketing, which practice presents the most acute conflict between data-driven personalization and user privacy expectations, potentially eroding consumer trust?
Given the weighting of assessment components, what refined strategy should a student adopt to maximize their grade if they are time poor?
Given the weighting of assessment components, what refined strategy should a student adopt to maximize their grade if they are time poor?
Which contemporary trend in digital marketing represents the culmination of personalized customer experiences, predictive analytics, and omnichannel delivery and demands the greatest organizational restructuring to successfully execute?
Which contemporary trend in digital marketing represents the culmination of personalized customer experiences, predictive analytics, and omnichannel delivery and demands the greatest organizational restructuring to successfully execute?
If the key performance indicator (KPI) for a newly launched e-commerce website is to enhance brand awareness and drive initial traffic, which digital marketing channel would typically yield the most rapid and measurable results within the first fiscal quarter?
If the key performance indicator (KPI) for a newly launched e-commerce website is to enhance brand awareness and drive initial traffic, which digital marketing channel would typically yield the most rapid and measurable results within the first fiscal quarter?
Within the framework of the 4Ps of marketing, which element encompasses the strategic decisions related to channel selection, supply chain optimization, and delivery logistics in the digital realm?
Within the framework of the 4Ps of marketing, which element encompasses the strategic decisions related to channel selection, supply chain optimization, and delivery logistics in the digital realm?
What nascent ethical challenge, directly correlated with the proliferation of AI-driven content generation, requires immediate and comprehensive regulatory intervention to combat the spread of disinformation and maintain consumer trust?
What nascent ethical challenge, directly correlated with the proliferation of AI-driven content generation, requires immediate and comprehensive regulatory intervention to combat the spread of disinformation and maintain consumer trust?
What advanced metric provides the most granular insight into the customer journey by measuring the percentage of customers who complete a desired action, such as a purchase, after engaging with a specific marketing campaign across multiple touchpoints?
What advanced metric provides the most granular insight into the customer journey by measuring the percentage of customers who complete a desired action, such as a purchase, after engaging with a specific marketing campaign across multiple touchpoints?
Given that digital marketing incorporates offline channels, which tactic exemplifies the highest degree of synergy between online and offline customer engagement, resulting in a measurably amplified brand experience?
Given that digital marketing incorporates offline channels, which tactic exemplifies the highest degree of synergy between online and offline customer engagement, resulting in a measurably amplified brand experience?
Concerning online consumer behavior and marketing strategy, what consumer activity should marketers address to create a successful digital marketing strategy?
Concerning online consumer behavior and marketing strategy, what consumer activity should marketers address to create a successful digital marketing strategy?
How might a company create a clear distinction between digital marketing compared to just online marketing?
How might a company create a clear distinction between digital marketing compared to just online marketing?
In light of the historical timeline presented, which innovative technological integration most directly enabled granular, real-time attribution modeling, fundamentally shifting the focus from last-click attribution to more sophisticated, multi-touch attribution methodologies?
In light of the historical timeline presented, which innovative technological integration most directly enabled granular, real-time attribution modeling, fundamentally shifting the focus from last-click attribution to more sophisticated, multi-touch attribution methodologies?
Considering the presented statistics on the forecasted global digital marketing market size, at what point will offline interactive digital marketing become the minority?
Considering the presented statistics on the forecasted global digital marketing market size, at what point will offline interactive digital marketing become the minority?
With regards to digital transformation since the COVID-19 pandemic, what sector has witnessed the smallest leap in digital adaption?
With regards to digital transformation since the COVID-19 pandemic, what sector has witnessed the smallest leap in digital adaption?
What key challenge, stemming from the explosion of digital channels and platforms, represents the most significant impediment to effective digital marketing for multinational corporations, necessitating costly investments in specialized talent and technology?
What key challenge, stemming from the explosion of digital channels and platforms, represents the most significant impediment to effective digital marketing for multinational corporations, necessitating costly investments in specialized talent and technology?
When thinking about marketing promotion, what strategy would be considered Above-the-Line (ATL)?
When thinking about marketing promotion, what strategy would be considered Above-the-Line (ATL)?
Imagine a consumer searching online for a specific product that is sold by business A. Business A has a small SEO optimization strategy and ends up as the 5th result on the search engine. Business B has a well-defined, large SEO operation and ends up as the first option. What characteristic of digital marketing is shown here?
Imagine a consumer searching online for a specific product that is sold by business A. Business A has a small SEO optimization strategy and ends up as the 5th result on the search engine. Business B has a well-defined, large SEO operation and ends up as the first option. What characteristic of digital marketing is shown here?
With regards to digital trends, how might Artificial Intelligence (AI) be best used in Marketing?
With regards to digital trends, how might Artificial Intelligence (AI) be best used in Marketing?
From the perspective of a Chief Marketing Technologist (CMT), what transformative impact does Augmented Reality (AR) offer when integrated into a traditional brick-and-mortar retail environment, particularly in sectors with high consumer touch?
From the perspective of a Chief Marketing Technologist (CMT), what transformative impact does Augmented Reality (AR) offer when integrated into a traditional brick-and-mortar retail environment, particularly in sectors with high consumer touch?
What would be the least likely element of digital marketing?
What would be the least likely element of digital marketing?
What is the main reason listed for digital marketing's importance?
What is the main reason listed for digital marketing's importance?
Considering key challenges businesses face with digital content, what is more harmful for a business?
Considering key challenges businesses face with digital content, what is more harmful for a business?
I am trying to increase my website traffic through SEO, but its too slow. What would be a good alternative marketing channel?
I am trying to increase my website traffic through SEO, but its too slow. What would be a good alternative marketing channel?
True or False: Digital marketing only includes online channels.
True or False: Digital marketing only includes online channels.
In constructing a digital marketing team for a corporation with diverse product lines, which organizational structure promotes scalability, knowledge sharing, and adaptability to emerging technologies, while mitigating the risks of siloed expertise and redundant efforts across divisions?
In constructing a digital marketing team for a corporation with diverse product lines, which organizational structure promotes scalability, knowledge sharing, and adaptability to emerging technologies, while mitigating the risks of siloed expertise and redundant efforts across divisions?
Which aspect is considered in the 'Product' P of digital marketing?
Which aspect is considered in the 'Product' P of digital marketing?
Given current trends, if a mid-size company wanted to create consumer engagement in 2024, which nascent digital marketing strategy would be most effective for creating consumer interaction?
Given current trends, if a mid-size company wanted to create consumer engagement in 2024, which nascent digital marketing strategy would be most effective for creating consumer interaction?
What is the most granular way to increase individualization within target consumers?
What is the most granular way to increase individualization within target consumers?
Why is interactivity so important in today's digital marketing world?
Why is interactivity so important in today's digital marketing world?
Thinking about digital strategy, what can be inferred about the benefits of AI integration?
Thinking about digital strategy, what can be inferred about the benefits of AI integration?
What is key when setting rule of thumbs for class conduct?
What is key when setting rule of thumbs for class conduct?
Why are companies allocating resources to AI in the new digital trends of marketing?
Why are companies allocating resources to AI in the new digital trends of marketing?
Given that Digital Certification accounts for 10% of the final grade, what is the deadline?
Given that Digital Certification accounts for 10% of the final grade, what is the deadline?
Flashcards
What is Digital Marketing?
What is Digital Marketing?
Using digital channels and technologies to promote products, services, or brands.
What is Online Marketing?
What is Online Marketing?
Marketing focused solely on internet-based channels.
Scope of Digital Marketing
Scope of Digital Marketing
Encompasses both online and offline channels.
Channels in Digital Marketing
Channels in Digital Marketing
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Examples in Digital Marketing
Examples in Digital Marketing
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Technology used in Digital Marketing
Technology used in Digital Marketing
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What is 'Product' in Digital Marketing?
What is 'Product' in Digital Marketing?
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What is 'Place' in Digital Marketing?
What is 'Place' in Digital Marketing?
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What is 'Price' in Digital Marketing?
What is 'Price' in Digital Marketing?
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Above-the-Line Marketing (ATL)
Above-the-Line Marketing (ATL)
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Below-the-Line Marketing (BTL)
Below-the-Line Marketing (BTL)
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Reach in Digital Marketing
Reach in Digital Marketing
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Cost in Digital Marketing
Cost in Digital Marketing
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Interactivity in Digital Marketing
Interactivity in Digital Marketing
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Individualization in Digital Marketing
Individualization in Digital Marketing
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Complexity in Digital Marketing
Complexity in Digital Marketing
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Responding to competitors in Digital Marketing
Responding to competitors in Digital Marketing
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Changes in Digital Marketing
Changes in Digital Marketing
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Attention in Digital Marketing
Attention in Digital Marketing
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Mobile Marketing Definition
Mobile Marketing Definition
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Study Notes
- MKT30120 is the course code for Digital Marketing
Session 1: Agenda
- Some administrative essentials will be discussed
- Expectations will be set
- There is a course outline and structure
- Course structure and evaluation will be presented
- Today's class will cover: What is Digital Marketing?, history and evolution of digital marketing, and digital marketing landscape
About Dr. Katie Nguyen
- Doctorate in Marketing from University de Montreal (HEC Montreal) - Canada
- Masters in Management from University of Mannheim, Germany
- Bachelor of International Business from Arcada University - Finland
- Research interests include: Customer Relationship Management, Services Marketing, Online consumer well-being, AI and Technology
- To reach Dr. Nguyen, email [email protected] and include "DR" and a brief description of the content in the subject line
- Office hours are in D009 (Blackrock Campus) and by appointment
Expectations and Classroom Rules
- Students are expected to be independent, active thinkers who are open and critical, and team players
- Students should make full use of the two hour class time
- Come on time and Actively participate in the discussions
- No small talk allowed
- Only laptops and mobile phones should be used for taking notes
- Adhere to academic integrity
Course Objectives
- Understanding digital marketing fundamentals
- Understanding of key channels and strategies used in digital marketing
- Key strategies include; SEO, SEM, Email Marketing, Content Marketing, Social Media Marketing, Affiliate Marketing
- Ability to analyze and optimize marketing campaigns
- Knowledge of digital marketing ethics, data privacy and security regulation
Evaluation Breakdown
- 40% of the final grade is from a group project
- The group project involves setting up a website and a report.
- 40% of the final grade is from quizzes
- 10% of the final grade is from digital certification
- Digital Certification comes from doing a Google certificate
- 10% of the final grade is from class participation
- Active discussion of class activities is required
Group Work
- Group should consist of 6 people and be as diverse as possible
- Goals include: building a website, creating a display, designing and implementing an email marketing campaign, and integrating a cohesive digital marketing strategy
- DO NOT - sell any product on this website, only one false product allowed
- NO MONEY - spend any money on premium tools or services
- Start project ASAP
- Grading is based on the Assignment page for more details
- Elements of grading include; quality, creativity, goal alignment, audience relevance, integrated website, ad, email marketing and reports
- Keep track of deadlines for each task
- Team lists to be submitted before/during 2nd session (28th Jan 2024)
Quizzes:
- Two quizzes which consist of multiple choice and essay questions.
- Course materials and case studies are testable
- Quiz weight is 2:1, where one quiz is weighted more
- Mid-term and final exams are closed-book
Digital Certification:
- Certification is worth 10%
- Google Ads or Google Analytics Certification is required
- See syllabus for more info
- The deadline is week 8 (March 25th)
Course Schedule
- Week 1 (21 - Jan): Course overview; Basics of Digital Marketing
- Week 2 (28 - Jan): Online Consumers; Digital Marketing Strategy
- Week 3 (4 - Feb): Website establishment
- Week 4 (11 - Feb): Search Engine Optimization
- Week 5 (18 - Feb): Paid Search Marketing (Group work: Website)
- Week 6 (25 - Feb): Display Advertising
- Week 7 (4- Mar): Social Media Marketing (Quiz 1)
- Week 8 (25-Mar): Social Media Marketing (Cont'd) (Certification due)
- Week 9 (1-Apr): Analytics
- Week 10 (8 - Apr): E-mail Marketing
- Week 11 (15-Apr): Affiliate and Influencer Marketing (Group work: Email)
- Week 12 (22-Apr): Ethics (Quiz 2)
Digital Marketing
- Digital Marketing is important
- The forecasted global market size is very big and getting bigger all the time
- COVID-19 crisis accelerated the digitization of customer interactions by several years
- Consumer behavior shifts
- Company operations shift too
- Digital marketing is the use of digital channels and other digital technologies to promote products, services or brands
- Digital Marketing differs from Online Marketing
- Online marketing is a subset of digital marketing
- Online Marketing uses internet-based channels exclusively
Digital Marketing vs Online Marketing
- Scope: Digital Marketing is Broader, including online and offline channels. Online marketing Narrower, focuses solely on internet-based marketing.
- Channels: Digital Marketing includes online channels (websites, social media, email) and offline channels (digital billboards, SMS, etc.). Online Marketing includes only online channels (websites, social media, email, etc.).
- Examples: Digital Marketing examples are; digital billboards, SMS marketing, TV ads, online ads, email. Online Marketing examples are; online display ads, Google search ads, email newsletters.
- Technology used: Digital Marketing involves any kind of digital technology (electronic devices.). Online Marketing focuses on internet-based platforms and tools
Evolution Of Digital Marketing
- 1991: America Online
- 1997: AIS Media Launched, Mobile Payments, SEO
- 2004: Mobile First. Yelp, Responsive Web Design, Facebook
- 2007: IPhone, App store, Geotargeting, Tumblr
- 1990: Prodigy, CompuServe
- 1995: Yahoo Search Engine
- 1996: Email Marketing
- 2000: PPC, Adwords, Mobile Advertising
- 2005: Google Analytics, SEO, YouTube
- 2010: iPad, Instagram, internet Surpasses newspaper
- 2011: Google+, Pinterest, Snapchat
- 2013: iBeacon, Micro-location
- 2012: Infographics, Visual Content Marketing
- 1992: SMS Messaging
- 1994: First Online Display Ad
- 1998: SEM & Google
- 2003: LinkedIn, WordPress, MySpace
- 2006: Twitter, Marketing Automation
- 2008: Facebook Ads
- 2009: Bing
- 2014: Mobile Surpasses Desktop Users, Omni Channel
- 2016+: Interent of things, Mobile Overtakes Email & Social, Online Ad Spend equivalent to TV Spend
- 2015: Wearable tech
New Trends in Digital Marketing
- Artificial Intelligence (AI)
- Chatbots
- Augmented Reality (AR)
- Virtual Reality (VR)
- Netflix uses AI-centric suggestion tools
- Heinz is using AI image generator to advertise
Augmented Reality vs Virtual Reality
- Augmented Reality uses Digital elements overlaid on the real world via phones or AR glasses, blends real and virtual environments
- Virtual Reality is a Fully immersive digital world that requires a headset. There is no interaction with the real world.
Elements of Digital Marketing
- Mobile Marketing
- Content Marketing
- Email Marketing
- Social Media Marketing
- SEO
- Website Design
- Online Retail Sites
- Customer Service
4Ps in the Digital Marketing Mix
- Product
- Place
- Price
- Promotion
Product Considerations
- Is it a physical product or service proposition?
- Can the product be sold online?
- What channels are available for it?
- Can features be added, excluded, or changed for the digital audience? Is it fair to do so?
- Is it being updated, serviced, and maintained effectively?
Price considerations
- Cashback and Voucher Sites
- Price comparison and tracking is important
Place Considerations
- Can the product be easily found?
- Can it be easily navigated?
- Can the information and product be found easily?
Promotion Tactics
- Above-the-Line (ATL) Marketing
- Below-the-Line (BTL) Marketing
- Above-the-Line (ATL) Marketing - targets mass audiences via TV, radio, print, digital ads, focuses on brand awareness and broad promotion.
- Below-the-Line (BTL) Marketing - tailors messages to specific individuals or segments, aims at conversion and personalize engagement.
Traditional vs Digital Marketing
- Factors to consider;
- Reach
- Cost
- Interactivity
- Individualization
Cost Comparison: Traditional vs Digital
- Traditional Direct mail costs $900
- Traditional Magazine costs $500
- Traditional Newspaper costs $250
- Traditional Broadcast costs $150
- Digital Search costs $50
- Digital Social Networking costs $75
Interactivity
- Traditional marketing; company pushes to customer
- Digital marketing: dialogue or monologue but offers pull / push via intelligence/ feedback
Individualization
- Traditional marketing: sends the same message to all or same segment of customers
- Digital marketing: sends different messages or micro segments to customers
Challenges in Digital Marketing
- Complexity
- Expertise is required to navigate the complexity
- Constant competition between companies
- Technology is always changing
- Digital platforms are always changing as well
- Digital platforms are complex and also need change
- Shorter attention spans
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