Google digital workshop 2024 basic principles of online marketing

Google digital workshop 2024 basic principles of online marketing


Digital Marketing - The use of new media or digital technology to achieve marketing and business goals.

Two most important principles in Digital Marketing - 1. Outbound
2. Inbound

Outbound Marketing - Begins with the brand advertiser pushing out a message to a specified target audience with the objective being to drive awareness of a product or service

Outbound marketing is done by something known as "Drive Product Recall":

And Achieved through: - rapidly spreading word of the campaign product or service to the target audience using, for example, visual display banner and video formats multiple times to ensure people remember the product

audience reach and repetition

Inbound Marketing - Involves trying to pull your audience towards your content, brand, or service. It is about attracting those people who are already interested in your product or service so that they seek you out and engage.

With inbound marketing customers find you through...? - channels such as blogs, search engines, email subscriptions, word of mouth, and online reviews/recommendations.

As an inbound marketer you're attempting to... - find ways to create the conditions where people are drawn to your brand via your content, with the objective of turning them into a customer

Which marketing principal is most important to digital marketing? - Inbound Marketing because it allows you to attract customers who consider your content or service relevant to them.

The strength of inbound marketing is "user intent". What is user intent? - It is the audience who have internal drive to take action to find your product.

The action of "user intent" is based on - Their own needs, and how and when they want to proceed with a sale or conversion

Good inbound marketing provides - Efficient and effective routes for your audience to come to your brand.

Digital marketing is comprised with three difference media channels - 1. owned
2. Paid
3. Earned

Owned media - the media that you create and manage

Paid Media - media or advertising that you have paid for to drive banner and video visibility, or clicks and traffic, to your product, website, or serive

Earned Media - free publicity generated by consumers, PR, influencers, and people who speak about and share content related to your brand or product. People promote your brand because they like you

Owned Media promotes your brand... - In a very personal way by exhibiting your company's values and highlighting what the product or company does.

Things you should ask yourself when considering owned media are: - *what am I going to talk about?
*what do I want people to see?
*What type of message do I want to get across to my audience?

Benefits of owned media - *cost efficiency
*flexibility
*longevity
*power of developing a go-to platform for your audience

Paid Media - comprises any form of media designed to promote your brand or content on the internet for a fee

ex. social media advertising, paid search, display adverts, or paid influencers

Outbound paid media is useful for - building awareness and generating familiarity, as it provides the basis for audience reach, ad repetition, and defined audience targeting.

Inbound paid media like paid search and types of remarking are great ways to - drive sales and conversions. However, with the advent of ad blockers, for example, there are challenges to the efficacy of paid media, particularly with today's ad saturation and the ability to skip or report ads.

Earned Media - The ultimate goal for brands and digital marketers.

It is where you have created a good piece of content, shared it through various platforms - including paid promotion - and now people are engaging with it and actively sharing it with their friends because they view it as important, relevant, interesting, or even funny

Earned media comprises - shares, reviews, mentions, and reposts; anything that allows your content to appear on people's social media timelines.