Digital Marketing Final Exam Pt. 2

What all does social media include?

• posting content: creating new customers, increasing customer loyalty, & SEO

• Paid advertising

• Reputation management: social monitoring and social listening

any content you pay for, even sponsored posts?

Paid media

organic, you post it on your own

owned media

media you find on other pages that links back to you

earned media

 creating and distributing valuable, relevant, & consistent content to attract & retain a clearly defined audience, driving a profitable customer action (ex: blog, videos such as YouTube or TikTok, podcasts, etc)

content marketing

What are the different types of content on social media

• original content

• User Generated Content

• Co-created content

• curated content - retweet, public videos

helps you accomplish a task (fact-based advertising)

utilitarian value

purely for enjoyment (humor-duo lingo. it’s fun and entertaining)

hedonic value

the practice of promoting a positive brand image online by increasing the visibility of positive info and managing negative info

ORM

what are the 3 T’s of ORM emergency response

1) timeliness

2) transparency

3) training

refers to efforts to build demand for a product, product category, or brand

demand generation

is focused on securing a sale from someone who already wants the product, so it is focused on removing whatever obstacle lies in the way of the purchase that the customer wants to make. focuses on reducing purchase friction.

demand harvesting

measures the expense of displaying an advertisement to a potential customer,

cost per exposure

Define CPC and give an example

 cost per click: the amount you pay every time someone clicks your ad. It is used when you want to drive traffic to a website, landing page, or app. It is ideal for search ads or social ads where the goal is engagement or visits. 

• EX: a local dentist bidding on (through google search ads) for “teeth whitening near me” pays only when someone clicks on the ad to view pricing or book an appointment, not when the ad simply appears. 

Define CPM and give an example

 cost per 1,000 views: The cost to show your ad 1,000 times, regardless of clicks. The goal of this is to build brand awareness. You want as many people as possible to see your ad, not necessarily click. 

• Ex: a clothing brand runs Instagram or YouTube ads to build awareness for a new collection. They pay based on impressions, not clicks.

Define CPA and give an example

 Cost per acquisition (or cost per action): the cost to generate a desired action - usually a purchase, signup, lead, or registration. It is used when you want measurable outcomes like sales or leads. 

• Ex: an online course company runs Facebook ads optimized for “lead for submissions”. They pay based on how much it costs to get each new lead. 

Define CTR and give an example

 Click-through rate: the percentage of people who saw your ad and clicked it. It is used when you want to measure how compelling your ad is. 

• Ex: A Google Ads campaign shows 10,000 impressions and gets 300 clicks. This makes the CTR 3%. The marketer uses to judge whether the ad copy is effective

the degree to which a company’s revenue depends on a small number of clients/

customer concentration