8 Questions
What are some examples of offline communication strategies?
Merchandising, packaging, word of mouth, customer feedback
Which of the following are examples of digital media types?
Social media marketing
One benefit of online partnership is the possibility to increase reach into the __________ market.
international
What are examples of paid media advertising within digital marketing?
Display ads
Key communication in digital marketing strategy involves interaction and integration between ______ and traditional channels.
internet
Owned media refers to digital properties that a business controls, like websites and social presence.
True
What is the main focus of digital marketing strategy?
achieving marketing objectives through applying digital media data and technology
Match the following digital marketing objectives with their descriptions:
REACH = Build awareness on other sites and in offline media and drive to web presence CONVERT = Achieve conversion for marketing goals such as fans, leads, or sales ENGAGE = Build customer and fans relationship
Study Notes
Achieving Marketing Objectives through Digital Media
- Applying digital media data and technology to devise digital marketing strategies
- Utilizing paid media, paid search, display ads, affiliate marketing, and influencer outreach to reach target audience
- Leveraging earned media, including publisher editorial, word of mouth, and social networks
- Owned media includes digital properties, mobile apps, social presence, and permission marketing
- Key communication involves content marketing, customer engagement, and interaction between internet channels and traditional channels
Digital Marketing Strategy
- Identifying, anticipating, and satisfying customer requirements profitably
- Focusing on selling, growing sales, serving customers, saving costs, and extending the brand online
- Considering key factors such as structure, system, staff, style, skills, and superordinate goals
- Utilizing the McKinsey 7S framework in digital marketing strategy
- Overcoming challenges in content creation, branding, and traffic generation
Key Performance Indicators (KPIs)
- Reach: audience shares, unique visitors, and fans
- Act: engaging audience, page per visit, and bounce rate
- Convert: conversion rate, sales, revenue, and margin
- Engage: fan engagement, repeat conversion, and customer relationships
Digital Marketing Tactics
- Search Engine Marketing (SEM): paid search, pay-per-click, and paid inclusion fees
- Online PR: media alerting, brand protection, and affiliate marketing
- Online Partnership: co-branding, link building, direct email, and exhibitions
- Offline Communication: merchandising, packaging, word of mouth, and sales promotion
Digital Media
- Social Media Marketing: viral campaigns, customer feedback, and house list emails
- Opt-in Email: co-branded, ads in third-party sites, and site-specific media buys
- Display Advertising: contra deals, sponsorship, behavioral targeting, and personal setting
Benefits of Digital Marketing
- Industry restructuring and international market reach
- Independence of location and straightforward testing at a lower cost
- Provides accountability in digital campaigns with option to trial alternatives
Learn about co-branding, link building, and direct email strategies in online partnership marketing. Test your knowledge of these digital marketing techniques and see how well you can create successful online partnerships.
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