4.4 Digital Marketing

• What does Digital Marketing involve in terms of target audiences?

  Reaching and engaging
• Targeted advertising to specific demographics or interests is an example of Digital marketing.
• Name one digital marketing channel used for pay-per-click (PPC) advertising.

  Search Engines
• Social media platforms are used in digital marketing to build brand awareness and engage with customers.
• Personalized content is used in email marketing campaigns to reach subscribers.
• What is the purpose of websites in digital marketing?

  Information and sales
• Effective digital marketing strategies require continuous optimization based on analytics.
• Which channels are used in digital marketing to reach and engage target audiences?

  Search engines, social media, email, websites
• What are two tactics used with search engines in digital marketing?

  SEO and PPC
• Engaging content is a key tactic for social media platforms like Facebook and Instagram.
• Targeted content and continuous optimization are essential for effective digital marketing.
• What is the goal of Search Engine Optimisation (SEO)?

  Increase organic traffic
• Match the SEO element with its description:

  On-page SEO ↔️ Optimizing website content

  Off-page SEO ↔️ Building authority through backlinks

  Technical SEO ↔️ Improving site structure

  Keyword research ↔️ Identifying relevant search terms
• A clothing retailer can use SEO to rank higher for terms like "summer dresses".
• Pay-Per-Click (PPC) advertising provides instant visibility compared to SEO.
• What is one key benefit of PPC advertising?

  Measurable results
• PPC requires payment per click, while SEO is organic and requires expertise.
• A clothing retailer might use PPC to promote new arrivals during a peak shopping season.
• Pay-Per-Click (PPC) advertising differs from SEO in that PPC uses paid ads to appear at the top of search results.
• Order the key benefits of PPC advertising from most immediate to least immediate:

  1️⃣ Instant Visibility

  2️⃣ Targeted Reach

  3️⃣ Measurable Results
• What type of visibility does SEO provide compared to PPC?

  Gradual
• SEO is cost-free but requires expertise, while PPC is paid per click.
• Social Media Marketing (SMM) provides targeted reach, two-way communication and real-time analytics.
• What is typically the cost of SMM compared to traditional marketing?

  Lower
• Traditional marketing engagement is interactive, while SMM is one-way.

  False
• What is the primary goal of content marketing?

  Drive profitable customer action
• Content marketing uses a pull strategy to attract customers.
• Match the digital marketing channel with its description:

  Search Engines ↔️ Used for SEO and PPC advertising

  Social Media ↔️ Platforms to engage with customers

  Email ↔️ Direct communication with subscribers

  Websites ↔️ Central hub for information and sales
• SEO aims to improve a website's visibility on search engine results pages to attract organic traffic.
• Order the key elements of SEO from optimizing content to improving site structure:

  1️⃣ Keyword research

  2️⃣ On-page SEO

  3️⃣ Technical SEO

  4️⃣ Off-page SEO
• What does the open rate measure in email marketing campaigns?

  Recipients who opened the email
• The conversion rate tracks the percentage of recipients who completed a desired action after clicking through.
• Mobile marketing uses mobile devices to promote products or services, offering personalized engagement.
• What is the primary goal of influencer marketing?

  Promote products via influencers
• Affiliate marketing rewards external websites for each customer or sale driven by their marketing efforts.